Toys n Playthings September 2026

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TableWare INTERNATIONAL

TableWare INTERNATIONAL

AWARDS OF EXCELLENCE

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ummer has passed and Christmas has with products before buying. This sensory, experiential officially been invoked by both John Lewis approach differentiates us not only from traditional toy and Argos, who released their predictions retail competitors, but also from pure online players and for the top toys of this year’s festive season. international discount retailers. It’s an advantage rooted Alongside a number of exclusives for each in the physical, human experience of shopping.” retailer, KPop Demon Hunters and Lego are the You can read our full interview on page 16. two common threads, unsurprisingly tipped for Elsewhere this month we took a look at what’s success this December. Whether or not the lists coming through for Q4. The golden quarter remains will get consumers shopping earlier remains to be the most competitive, pivotal period for the toy trade, seen – but we all know the definitive Christmas and 2026 is gearing up to be interesting, with families list comes much closer to the end of the year with facing protracted financial pressures. Broadly suppliers November’s DreamToys. expect a late flurry of activity, continuing the trend I had the pleasure of visiting Listowel in Ireland from recent years. last month for a family wedding (congrats to Bigjigs boss Liz Ireland expects “a strong but latemy dear mum and her new husband), where purchasing Q4 as families carefully manage budgets Toymaster member McGillicuddy’s Toyshop is an and hold out for strategic holiday buys”, and Wilton institution. Listowel is a popular tourist destination Bradley’s Product Director Scott Eden, says the for those interested in Irish literature and tradition, company “deliberately planned our activity to maintain but it’s located in an admittedly visibility to include those crucial final sleepy part of the country. Inside weeks”. Read our full feature on page 24.

The golden McGillicuddy’s, however, you Finally, it’s been great putting together quarter remains could have almost been on Oxford our Autumn Garden Centre supplement the most Street. The store was buzzing. this month, which is also shared with Thanks to the team for answering readers of our sister title Gifts Today. It’s competitive, my questions about what’s selling pivotal period for been an odd summer for the garden and what the locals are into. They centre sector, Peter Burks, CEO of The the toy trade… know their stuff – I didn’t leave Garden Centre Association, tells us. In his suppliers expect a column, he writes: “Every year now we empty handed!

Understanding what’s working seem to be describing our weather as late flurry in toy aisles beyond the UK is “strange” or “unique” and we don’t get a of activity fascinating for those of us with “normal” season let alone a normal year.” a professional interest – and it can be instructive.

And that is certainly true right now. Peter goes on to This month, we heard what’s hot in Benelux. Koen say that the good news for the garden centre sector is Nolmans, CEO of DreamLand and ToyChamp, the that so much work that has been done in developing region’s most prominent toy chains, says bricks and the businesses, both physically and in the ranges of mortar retail is thriving. products available, that they can be pretty resilient to “With tens of thousands of customers visiting our weather changes. Toys, he says, are playing a bigger stores daily, we provide something no online retailer role in that – and there are big opportunities for toy or discounter can replicate: the opportunity to see, suppliers to broaden their retail footprint. touch, feel, and physically explore products using I’ll not be jetting out to LA for the Fall Preview this all the senses,” he said. month, but I will be out and about at the Christmas “Toys are inherently emotional purchases, and Press Show in London, so do get in touch and let me our stores recognise this by allowing customers to know if you have something unmissable on your stand! be inspired, to discover, and to genuinely connect

toys n playthings

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WHAT’S N WH Seasonal creativity BIGJIGS TOYS 01303 212691 | orders@bigjigstoys.com | bigjigstoys.co.uk

Bigjigs Toys is bringing seasonal magic to shelves this Christmas, with new additions joining festive favourites from Bigjigs Rail, including the Santa Sleigh and Christmas Train.

Leading the seasonal offering is the 4M Mould & Paint Christmas kit, offering a practical STEAM learning experience for children aged five and over.

Young makers can cast, paint and decorate six festive magnets using the included plaster, paints, paintbrush and multi-design mould.

Combining science-based casting with creative expression, the craft kit encourages children to develop fine motor skills while creating personalised festive keepsakes.

With its compact format and hands on appeal, the kit is well suited to seasonal impulse purchases and stocking fillers, offering families a creative activity to enjoy together over the Christmas period.

Classic card games reimagined CARTAMUNDI

Scott.garnerbundy-higgs@cartamundi.com | www.cartamundi.com

In a category where families are looking for quick, accessible entertainment, Bicycle Games is bringing fresh energy to the card game aisle. With the introduction of Thrash, Hogwash, and Cats in the Corner, the brand combines timeless gameplay with vibrant contemporary designs to create a collection that feels both familiar and refreshingly new.

At the heart of the range is a simple idea: take proven playing card game concepts, make them easy to learn, fun to master, and wrap them in a joyful experience for a younger audience. Games that will make you say: “just one more round.” The result is a trio of family-friendly titles designed for ages 6+ that deliver quick play sessions, colourful table presence, and broad cross-generational appeal.

Thrash transforms number sequencing into a fast-paced race filled with laughter and light strategy. Players flip and swap cards from 1 to 10 while Wild Trash Can cards create opportunities and mischievous Raccoon cards keep everyone on their toes.

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Meanwhile, Hogwash! taps into one of the most contested strategies in family gaming: bluffing. Players place cards face down while claiming what they have played, challenging opponents to decide whether to trust them or boldly call “Hogwash!”. The result is a social experience packed with smiles, playful deception, and memorable family moments.

Completing the trio of Bicycle Games is Cats in the Corner, a modernisation of another beloved card game classic called Kings in the Corner. Combining the familiar comfort of solitaire-style play with an exiting multiplayer interaction, players must build descending, alternating-colour card stacks while racing to empty their hand. It’s easy to teach, and satisfying to play.

What unites all three titles is a focus to create products that feel welcoming from the very first glance and bring classic card games to Gen Alpha. The bright and cheerful artwork gives each game its own distinctive personality and helps the games stand out on shelves.

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support@playtechai.com playtechai.com New AI-powered robot toys from Play Tech AI are bringing interactive technology to children’s play, combining smart features with engaging, hands-on entertainment.

Designed to interact and respond to children, Buddy and Tilly, the MiAi Chatbots, create a more dynamic play experience, encouraging curiosity, communication and imaginative play for children. The AI technology used for the Chatbots allow them to offer a more responsive and engaging experience than traditional robotic toys, helping to create the sense of a character that children can play and interact with.

With their combination of technology, personality and play value, Buddy and Tilly are designed to appeal to children who enjoy discovering how things work, while offering plenty of opportunities for open-ended interaction.

The Chatbots also reflect the growing interest in toys that incorporate technology in ways that enhance rather than replace traditional play.

Buddy and Tilly officially launched back in August in Ireland and will be introduced across the UK and internationally as part of Play Tech AI’s wider product portfolio.

SEPTEMBER 2026

Calm companions

THE CALMNESS CREW info@thecalmnesscrew.com thecalmnesscrew.com

At the heart of The Calmness Crew’s collection are the weighted talking plushies. Designed to provide the comforting sensation of weight while offering guided audio, each plushie talks children through core calming techniques.

Joining the plush collection soon are the new Calm Cubes colourful, tactile squishies that put calming techniques directly into children’s hands. The growing collection covers box breathing, grounding, positive affirmations, bravery, gratitude, body scanning and muscle relaxation, combining the appeal of a collectible pocket money toy with meaningful emotional learning activities.

Stocked by Ryman, The Calmness Crew has already gained a few coveted awards, including a Theo Paphitis #SBS award, Greater Birmingham Chambers Women’s Entrepreneur of the Year, and finalist recognition at the UK StartUp Awards and Enterprise Vision Awards.

With gifting appeal, collectability and growing demand for products supporting children’s emotional wellbeing, The Calmness Crew offers garden centres, gift retailers and toy stores something different: toys children can love, with tools they can use.

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NEWS

Argos unwraps Top Christmas toys

Lego sales

soar in H1 The Lego Group has reported a strong first half of 2026, with revenue rising 21 per cent to a record DKK 41.9bn and operating profit up 22 per cent to DKK 10.9bn.

Consumer sales increased 22 per cent, driven by demand across Lego’s broad portfolio, while the company continued to outperform the global toy market and gain market share.

Net profit rose 32 per cent to DKK 8.6bn, while operating cash flow increased 47 per cent to DKK 8.6bn.

The company also invested DKK 4.6bn in manufacturing capacity and facilities, alongside DKK 1.9bn to acquire 29 Lego and Legoland

Discovery Centres from Merlin Entertainments.

More than 330 new products launched during the period, with strong performers including Lego Speed Champions, Botanicals, Technic, Icons and Star Wars. Partnerships with Formula 1, FIFA World Cup 2026 and KPop Demon Hunters also helped drive engagement.

The company also launched its Lego Smart Play platform and continued its sustainability programme, including increased use of renewable and recycled materials and further investment in solar capacity.

Just Play leadership changes Just Play has reshaped its senior leadership team, promoting Jerry Goldsmith to President of Just Play Global while founders Charlie Emby and Geoffrey Greenberg become Co-Chief Executive Officers.

In his new role, Goldsmith will oversee the company’s global organisation, focusing on strategic initiatives, international growth and alignment across teams.

Greenberg described Goldsmith as an “exceptional leader”, crediting him with strengthening global operations, developing retailer and licensing relationships and supporting Just Play’s international expansion.

“His strategic vision, collaborative leadership, and commitment to our business have helped drive our success,” Greenberg said.

Emby added that he and Greenberg will remain closely involved in the day-to-day running of the company while continuing to lead its strategic vision.

The leadership changes are intended to support Just Play’s next stage of growth, with the team continuing to focus on innovation, global partnerships and the expansion of its owned and licensed portfolio.

Argos has unveiled its highly anticipated list of Top Toys for Christmas 2026.

Handpicked and carefully curated by its trusted toy experts after months of market research, the lineup highlights 20 of the mostwanted gifts set to dominate letters to Santa this year.

Chantal Pearce, Head of Toy Buying, Argos, said: “From movie magic and retro nostalgia to screenfree storytellers and hands-on crafting, we’ve curated a range that inspires imagination, supports children’s development and encourages creativity through play.”

Argos’ Top Toys for Christmas are: Mini Brands Really Works Vinyl Playset Zuru Lego Donkey Kong Arcade Building Set The Lego Group Hot Wheels City Ultimate T-Rex Garage Mattel Chad Valley Alfie And Jo Wooden Train Se Argos Chad Valley Wooden Classic Kitchen Argos Tonies Lite Tonies LLP My Magical Dragon Skye Moose Toys Primal Hatch Megalodon Hatching Egg Shark Toy Spin Master VTech Kidi 12-In-1 Guitar Superstar Vtech Projector Karaoke Machine Lego Pokémon Smart Play: Sprigatito, Fuecoco and Quaxly Battle The Lego Group Armosaurs Armor-Up Dinosaur T-Rex – Ajax MGA Entertainment Giftie Badge Maker Character Options Jupiter Workshops Four Storey Wooden Doll House Jupiter Workshops Flutter Monster 40 cm Soft Toy Toy Story 5 Bullseye Jumbo Plush Mattel

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KPop Demon Hunters Golden Singing Dolls Mattel Paw Patrol The Dino Movie Megasaurus Dino Vehicle | Spin Master Peppa Pig Ready Pedal Peppa Hasbro Minions & Monsters Fart Blaster Pro Moose Toys

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John Lewis’ Top toys for Christmas

The Repair Shop’s Will Kirk with Rachel Lowe

Gold for Rachel Lowe Rachel Lowe has won Gold at the 2026 Independent Toy Awards for her Destination The Repair Shop board game, based on the BBC programme The Repair Shop.

The game took Gold in the Licensed category, adding another accolade to Lowe’s Destination brand, which she first brought to national attention when she appeared on the first series of BBC’s Dragons’ Den in 2005.

More than 20 years later, Lowe continues to develop games based on destinations, entertainment properties and popular TV programmes.

Created in partnership with TVADSWORK, Destination The Repair Shop sees players become Guardians of Heirlooms, travelling around the board in Repair Shop vans, collecting treasured items and returning them to the famous barn to earn Repair Shop Stars.

“Winning Gold for Destination The Repair Shop is incredibly special, particularly because

SEPTEMBER 2026

the Independent Toy Awards are voted for by independent toy retailers,” said Lowe.

“I created the first Destination game more than 20 years ago, so to see the brand continuing to evolve and being recognised in this way means a great deal to me.

“The Repair Shop is such a warm and muchloved programme, and from the beginning I wanted the game to capture that same feeling of nostalgia, storytelling and the importance we place on treasured possessions.”

She added that she was proud to see the Destination brand continuing to evolve and to capture the nostalgia and warmth of The Repair Shop.

TVADSWORK’s Andrew Telling said the team was “incredibly proud” to see the game recognised by independent retailers.

Lowe is now working on Destination Portsmouth100, celebrating the city’s centenary year with 100 destinations spanning its history from 1926 to 2026.

With only a few months to go until Christmas, John Lewis has revealed its Top Ten Toys for 2026, predicting a return to shared, screen-free play as families look to reconnect around the toy box.

The retailer says intergenerational play is taking centre stage, with grandparents, parents, children and siblings coming together through collaborative building, role play, storytelling and outdoor adventures. Nearly half of John Lewis’ toy sales are now attributed to “playtime” toys that encourage collaboration, creativity and active play.

Toy Expert and Buyer Alan Wright described the trend as a “Great Play Revival”, with families increasingly choosing connection over collection.

Highlights include the John Lewis Wooden Breakfast in Bed Set, Le Toy Van Paddington Doll’s House, Marvin’s Magic Treasured Tricks Wooden Set and K-Pop Demon Hunters Rumi Singing Doll.

Building also features strongly, with the Plus-Plus Learn To Build Space Superset, Connetix Ball Run Launcher and exclusive LEGO Icons Winter Village Collection Holiday Express Train.

Outdoor play is another major trend, with equipment sales up 82 per cent year-on-year. The exclusive Micro Scooters Mini Micro Eco Gruffalo Foldable LED Scooter taps into the popularity of the character.

John Lewis also highlights the rise of thoughtful, keepsake toys, including Momiji Sugar Plum Wood Message Dolls and the Mon Ami Colette Duck Soft Toy.

Solid Q2 growth for Mattel Mattel has reported a 10 per cent increase in net sales to $1.125bn for the second quarter, with growth across both North America and international markets.

The company’s Action Figures, Building Sets, Games and Other segment delivered the strongest performance, with worldwide gross billings up 35 per cent to $358m. Games and action figures saw the biggest increases, helped by movie-related activity including June’s Masters of the Universe release.

Vehicles also performed strongly, with gross billings up 14 per cent to $463m, driven by brands such as Hot Wheels.

Dolls declined 5 per cent to $318m, primarily due to a fall in Barbie sales.

However, gross margin fell to 48.2 per cent, from 50.9 per cent in Q2 2025, reflecting the impact of tariffs and inflation.

Mattel CEO Ynon Kreiz said the company was well positioned for the second half of 2026 and remained on track to meet its full-year guidance.

Image caption: Mattel celebrates Marilyn Monroe’s centenary with a new Signature collectible Barbie doll, inspired by one of the Hollywood icon’s most recognisable looks.

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NEWS Minions & Monsters Craft Buddy has launched a new officially licensed Minions & Monsters Crystal Art collection, following the arrival of the latest Minions film in cinemas.

The range includes Crystal Art Buddies featuring characters including Ron, Tim, Gus and Gru. Each kit allows users to create a freestanding character by placing hundreds of colourful crystals onto a numbered template.

Designed for children, families and craft fans, the kits combine a hands-on creative activity with collectability and display appeal.

Each set includes everything needed to get started, making the range suitable for all types of holiday activities, rainy days and gifting.

Craft Buddy says the collection builds on the growing popularity of Crystal Art, which combines craft with some of the world’s biggest licensed entertainment properties.

Lorcana goes digital Ravensburger has confirmed that a digital version of Disney Lorcana TCG is in development, alongside a major programme of new products and experiences planned for 2027 and beyond.

The announcements were made at the Disney Lorcana TCG panel at D23, attended by more than 800 fans.

The trading card game, which is celebrating its third anniversary, has now launched 13 sets and more than 3,000 unique cards, with 2.8 billion cards sold worldwide.

Ravensburger also revealed Cosmic Quest, due in spring 2027, alongside new collector boosters for Into the Inkdark in Q1. The boosters will include 12 premium foil cards, with a chance to find the new Illustrious rarity. Just 23 serialised copies of each Illustrious card will be produced per set.

The Curator’s Collection Beauty and the Beast Edition will launch at selected Disney locations in October, while Disney Lorcana will also feature at EPCOT’s International Festival of the Arts in 2027.

It’s Pundamental Jelly Armchair founders Liz and Cat joined University Games and Lagoon at Home & Gift in Harrogate to support the retail launch of the new Pundamental games and puzzles range.

The duo’s hand-drawn illustrations and wordplay proved a hit with visitors, with existing Jelly Armchair stockists discovering the new collection and new retailers opening accounts after seeing the range.

Gemma Lewington, Marketing Director at University Games and Lagoon, said the pair created a “real buzz” on the stand and that the response confirmed strong demand for the collection.

Pundamental combines Jelly Armchair’s distinctive artwork with Lagoon’s games and puzzle expertise.

The collection includes two All Puns & Games card games - Food & Drink Edition and Animal Edition alongside two 1,000-piece puzzles, Cat-A-Pillar and Authorful Puns.

The range is now available to order.

12

Ebebek in the West Midlands International baby and parenting retailer Ebebek is expanding beyond the Southeast for the first time with a new store at Merry Hill shopping centre in the West Midlands.

The 9,689 sq ft store near Dudley will stock toys alongside baby and parenting essentials including car seats, pushchairs, furniture, clothing, feeding and weaning products.

Faruk Giray, UK Country Director at Ebebek, said the expansion would bring the retailer’s offering closer to families across the UK. “Merry Hill offers an excellent opportunity to connect with these families in a well-established retail destination,” he said.

The store forms part of Ebebek’s wider plans to expand across key UK markets during 2026 and beyond.

Merry Hill owner Redical said the signing demonstrates continued confidence in the centre, highlighting its strong family demographic and reach across the West Midlands.

Kids India backed

by government Kids India has been highlighted as a key industry event in the Indian government’s new Toy Sector Playbook, which aims to grow the country’s share of the global toy market to 5 per cent by 2032.

The B2B trade show for toys, and baby & children’s products will take place from 4-6th March 2027 at the Jio World Convention Centre in Mumbai.

The Playbook, presented by Minister of Commerce and Industry Piyush Goyal, focuses on innovation, quality, design, manufacturing and stronger international connections.

Goyal said India’s toy sector had immense potential to contribute to manufacturing growth and economic development.

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Independent Toy Awards reveal Christmas favourites The winners of the 2026 Independent Toy Awards have been announced, highlighting the products supported by independent toy retailers ahead of the Christmas trading period.

Now in their 19th year, the awards are organised by Toy Shop UK and voted for exclusively by independent retailers listed in its online directory.

Gold, silver and bronze awards were presented across multiple categories, alongside commendations for products that narrowly missed out on a top three position.

Toy Shop UK founder Michael Hawkins said this year’s winners

reflected the diversity of the independent toy sector.

“This year’s list of winning toys features a truly diverse mix of products,” he said.

The awards offer manufacturers and suppliers a retailer-led indication of products with potential for the crucial Christmas season, while giving independent retailers an opportunity to recognise products they believe will resonate with customers.

The full list of 2026 winners is available via the Toy Shop UK website. toyshopuk.co.uk/ita/

Kidult Toy Awards open Entries are now open for the Kidult Toy Awards 2026, celebrating the continued growth and diversity of the adult-focused toy and collectibles market.

Judging will take place throughout August and September, with winners announced on National Kidult Day on 13th October.

Organiser Peter Jenkinson said the sector continues to benefit from nostalgia, retro products, collectibles, fandoms and entertainment merchandise, while product quality and detail have also moved up a gear.

This year’s awards introduce a new Publishing category, alongside returning categories covering tech, collectibles, film and TV merchandise, figures, plush and dolls, vehicles, retro, activities, board and card games, interiors, fashion, construction and more.

The judging panel includes Martine Roberts, Jason Bradbury, Robert Taylor, Mark Campbell, LaurenOfficial and Andy Bush, with an ’80s pop icon and BBC TV personality still to be announced.

Jenkinson said the expanding collectibles market and returning classic franchises were helping the sector appeal to an increasingly broad audience.

Entry forms and further details are available from peter@the-kidults.com.

Playmobil expands Argos partnership Playmobil is significantly expanding its partnership with Argos, growing its range from four products at launch to more than 300 ahead of the key Christmas trading period.

The expanded offering will cover core Playmobil worlds including Action Heroes, Pirates, Knights, Dinosaurs, Country, My Life and Playmobil Junior, alongside licensed collections featuring Barbie, WWE and ESA. Two products - the Private Jet and Fire Rescue Operation with Underwater Motor - will be exclusive to Argos.

The expansion comes as Playmobil UK & Ireland continues to build momentum, with retail sales up 4 per cent year on year at the end of June. The two businesses are also working on joint product development, marketing and activity.

The partnership will be further supported by the new Playmobil x Barbie collection, which combines Barbie Dreamhouse Adventures with Playmobil’s buildable format. The fiveproduct range includes Malibu and Brooklyn figures,

SEPTEMBER 2026

INSPIRING INVENTORS: FROM WATCHING TO MAKING [Sell] The Toy Association’s latest trend highlights how creator culture is inspiring children to experiment, build and turn their ideas into something of their own For a generation raised on YouTube tutorials, build-along videos, and DIY challenges, being a creator can mean many different things.

Children are seeing ideas come to life across the content they consume every day — and increasingly, toys are allowing them to give it a try themselves.

That shift from watching to making is helping fuel The Toy Association’s 2026 “Inspiring Inventors” trend, which highlights toys that put experimentation, customisation and hands-on discovery at the centre of play.

“Parents are increasingly seeking out toys that encourage their kids to explore ideas, test solutions, and build their creative confidence through making and doing,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association.

Creativity in this context extends well beyond traditional arts and crafts. Today’s young creators might be designing a piece of technology, experimenting in the kitchen, solving a coding challenge, or simply discovering a completely new way to use the materials in front of them.

This breadth is reflected in the products at market this year: ■ Moose Toys’ CrunchLabs by Mark Rober Elephant Toothpaste Blast lets kids engineer six dramatic science blasts inspired by the creator’s viral experiment, with exclusive videos from the NASA engineer-turned-creator explaining the science and engineering behind each challenge.

■ Thames & Kosmos’ Hydraulic Boxing Bots challenges kids to build two working robots and explore mechanical machines and hydraulic systems before using handheld controls to battle an opponent.

■ The VTech KidiZoom Creator Cam Ultra lets kids shoot and edit their own videos using a green screen, 20+ animated backgrounds, and 40+ interactive effects.

■ With Educational Insights’ Shaker Sticker Maker, kids create and customise their own 3D shaker stickers by choosing designs and fillings and assembling them with the machine.

The growing interest in these kinds of products reflects what parents are looking for, too. A recent Toy Association survey of U.S. parents found that 78% would like to see more toys that help children build skills such as imagination and critical thinking, while 96 per cent prioritise purchasing at least one educational toy for birthdays and other holidays. Globally, the STEM toy market is projected to nearly double between 2024 and 2034.

But perhaps what makes this trend particularly relevant is the way these toys position learning. The objective isn’t necessarily to teach a lesson first and deliver fun second. Instead, skills emerge naturally through the process of deciding what to make, figuring out how to make it and discovering what happens along the way.

“As creator culture continues to influence how children learn and play, the ‘Inspiring Inventors’ trend underscores a simple but powerful idea: the next generation doesn’t just want to sit back and watch innovation happen, they want to build it themselves,” Morency Goldman said.

As the boundaries between creativity, technology, design and traditional play continue to blur, there is growing opportunity for toymakers to give children something creator culture has taught them to expect: the chance to turn inspiration into something of their

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NEWS Hapiko joins Spin Master

The Entertainer lands at the Trafford The Entertainer is opening a new store at Manchester’s Trafford Centre this September, bringing a full-range specialist toy offer back to the destination for the first time since 2018.

Located on Upper Regent Crescent, the store is expected to rival the retailer’s Bluewater flagship for the top sales position across its 150-plus shops.

The opening marks The Entertainer’s eighth new location in the past 12 months, following new Toys for Less stores at The Galleria in Hatfield and Frasers Plus Designer Outlet in Leeds, alongside the reopening of its expanded Brighton Churchill Square store.

Andrew Murphy OBE, Group CEO of The Entertainer, said the Trafford Centre opening was a highlight of an “exciting year” of store expansion.

The new store will offer more than 3,000 toys, games and collectibles, with customer research indicating strong demand for a specialist toy retailer at the centre.

Wow! Stuff unveils Yoda Puppetronic Wow! Stuff has launched Star Wars Yoda Puppetronic by RealFX, combining traditional puppetry with animatronic technology.

Yoda has lifelike skin, moving eyebrows, blinking eyes, expressive ears and an animated mouth, allowing fans to recreate scenes or create their own Star Wars adventures.

Four modes - Conversational, Jedi Master, Master of Mischief and Defender of the Night - show different sides of the character, alongside authentic voice lines and reactions.

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Spin Master has agreed to acquire Hapiko, the Brooklyn-based creative play technology company behind child-safe AI-powered tool Stickerbox.

Stickerbox combines voice-to-image technology with ink-free printing, allowing children to describe their ideas and turn them into physical stickers that can be coloured, collected and used in play.

The product has sold out 13 times since launching in late 2025.

Spin Master CEO Christina Miller said the acquisition would help the company develop new creative tools that allow children to bring their ideas into the physical world.

Stickerbox is designed to encourage hands-on creativity while reducing passive screen time. Its kidfocused AI technology enables children to create sticker designs using their voices, while ink-free printing produces outlines without cartridges or maintenance.

Hapiko CEO Arun Gupta said joining Spin Master would provide the technology with a larger audience and platform for growth.

Nuremberg Toy Fair UK Pavilion selling out With less than six months to go until Spielwarenmesse 2027, just two spaces remain in the UK Pavilion at the Nuremberg Toy Fair.

Located close to the main entrances of Hall 12.0, the pavilion gives UK exhibitors a prominent position at one of the world’s biggest international toy fairs.

The pavilion is organised by Stuart Whitehill, Account Director at Overseas Fairs, who provides support to exhibitors throughout the show process.

“We work closely with the show organisers and the UK toy industry, bringing both together to form a UK Pavilion that is packed with some of the best toy companies that the UK has to offer,” Whitehill said.

Support includes guidance on export advice, IPR, restaurant bookings and practical assistance during the show.

Whitehill also highlighted the value of the pavilion community, particularly for new exhibitors, with

Le Toy Van meets Pickles Le Toy Van is expanding into plush following its acquisition of premium brand Pickles, formerly known as Mr Pickles.

The move comes during a period of strong growth for the wooden toy specialist, which has expanded its team by nine people over the past 12 months and now sells in more than 150 countries.

Managing Director Steven Le Van said Pickles’ focus on character, quality and design made it a natural fit for the company.

“Entering plush also feels like a very natural progression for us,” he said, pointing to the way plush products complement Le Toy Van’s existing role-play ranges, including care kits and puppet theatres.

Pickles’ plush characters are designed to sit alongside Le Toy Van’s doll houses, role-play sets, furniture and accessories, creating opportunities for cross-category play.

The expanded portfolio will be showcased to the international toy industry at London Toy Fair and Spielwarenmesse, with a first look at selected Pickles products at Top Drawer.

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Yogi Parmar steps down at Toymaster Toymaster’s Managing Director Yogi Parmar is stepping down from the role, but will remain with the buying group he served for decades as a Non-Executive Director of the Board.

In a statement to Toymaster members and suppliers, he said: “After a great deal of thought and careful consideration, I have decided that I will step down as Managing Director of Toymaster in April 2027. This will follow the successful appointment of the new Managing Director – our expectation of this will be early 2027.

“This has not been an easy decision. Toymaster has been a huge part of my life for the past 37 years and has given me the privilege of working with our members and suppliers. What has made that journey so rewarding has not only been the achievements we have shared, but also the relationships, partnerships and friendships built along the way.”

Young Inventor Challenge opens

Registration is now open for the People of Play 2026 Young Inventor Challenge International Championship.

Children and teenagers aged six to 18 can submit their original toy or game inventions online until 25th October for the chance to win prizes and have their ideas published.

Ahren Hoffman, Director of the Young Inventor Challenge, said the competition helps young people develop creativity, confidence and presentation skills while giving them an insight into the toy industry.

Participants can attend the International Championship on 7th November during the Chicago Toy & Game Fair, although attendance is not required to win.

The competition has previously attracted entries from countries including the US, Canada, Germany, Guyana, Mexico, Spain and the UK, with several winning concepts going on to become retail products.

Awards will be presented across categories including Best Pitch, Most Innovative, Most Engaging, Most Original, Most Marketable and Best Potential, with junior and senior winners selected in each category.

SEPTEMBER 2026

Fizz Creations teams with Hasbro Fizz Creations is expanding its digital gaming portfolio through a new collaboration with Hasbro, bringing classic games including Monopoly, Operation and Yahtzee to portable electronic formats.

Launching in early 2027, the range will combine the nostalgia of established Hasbro titles with pocket-sized formats designed for gaming on the go. Further titles are expected to be announced ahead of launch.

The collection will target collectors, nostalgic adults and a new generation of players, adding Hasbro’s well-known

brands to Fizz Creations’ existing digital portfolio of keyring games, gaming watches, colour handhelds and plugand-play consoles.

Zoe Ryan, Head of Marketing at Fizz Creations, said the collaboration was a significant milestone for the company.

Hasbro’s Sally Carnota, Senior Director of Licensed Consumer Products UK and Iberia, said the partnership would give fans new ways to enjoy its games.

The range will be previewed at LA Preview 2026 from 14-23 September ahead of its 2027 launch.

Funko returns to growth Funko has reported a return to growth, with Q2 2026 net sales rising 7 per cent to $208.7m.

The company said the “strong quarter” was driven by a 9 per cent increase in its core collectibles business, with momentum across theatrical, anime, gaming and sports.

Gross profit rose to $117.6m, compared with $62m in the same period last year, while gross margin increased to 56.6 per cent.

Funko said it is focusing on tighter assortments, improved SKU productivity and faster responses to cultural moments, while concentrating resources on products, fandoms and channels showing the strongest demand.

The company has also appointed Kristin Hamilton as Chief Commercial Officer. Hamilton joined Funko on 24th August from Crunchyroll and will lead the global commercial organisation across Funko, Loungefly and Mondo.

She brings more than 20 years of commercial and brand experience, including almost 15 years in leadership roles at Hasbro and a position as Senior Vice President, Head of Global eCommerce & Direct-to-Consumer at Crunchyroll.

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RETAIL INTERVIEW DREAMLAND

DreamLand dreams bigger DreamLand & ToyChamp CEO Koen Nolmans discusses the retailer's transformation following the integration of ToyChamp and Intertoys, explains why partnership is central to the business, and reveals what's next for the Benelux-based business The business has changed significantly over the past couple of years. How would you describe DreamLand today?

Since we last spoke, DreamLand has undergone a profound transformation.

At that time, we operated three separate companies under the ToyChamp holding umbrella: DreamLand, ToyChamp, and Intertoys.

In early 2025, DreamLand and ToyChamp embarked on significant modernisation efforts. In April, we launched a complete migration of our ICT environment, implementing a new ERP system along with updated warehouse management systems, webshop infrastructure, and checkout systems.

Then in September, we unified the organisational structure, bringing together the teams from DreamLand and ToyChamp under one functional organisation, while simultaneously executing a complete rebranding across both Belgium and the Netherlands under the DreamLand name. These transformations created a considerable strain on the organisation, yet we still achieved a largely positive EBITDA in 2025.

This year, we’re opening 12 new stores and closing seven, primarily relocating

“

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We've designed our stores as destination experiences rather than transactional spaces

”

them to better and more strategic locations. We’re also consolidating our warehouse operations into a single facility in Bilzen, Belgium, and relocating our central headquarters from Genk to Bilzen as well.

What was the thinking behind retiring the ToyChamp name and bringing all stores together under the DreamLand banner?

From the outset, our vision was to unite ToyChamp and DreamLand under a single brand across the Benelux region.

We engaged a brand strategist to evaluate our options.

In Belgium, DreamLand is the established market leader with exceptionally strong brand awareness.

In the Netherlands, Intertoys commands the strongest brand recognition, with ToyChamp as the runner-up.

Since we needed one unified brand name across both countries, we chose DreamLand, as it held the strongest market position in Belgium. Although this meant retiring the ToyChamp brand, the decision reflected our priorities of operational simplicity and a unified brand identity across the entire Benelux region.

The acquisition of Intertoys has made your group the largest toy retailer in the Benelux. What advantages does operating at this scale bring?

Our market position - commanding over one-third of the Benelux toy retail market - certainly provides negotiating strength, but I've always prioritised partnership over pure leverage.

We and our suppliers share identical goals, target audiences, and the same core business focus. Unlike other market players, such as pure-play online retailers or discounters, for whom toys are merely a secondary category, toys represent our mutual core business. This creates a genuine partnership rather than a transactional power dynamic.

That said, our scale does unlock significant economies of scale across multiple areas. Consolidating our logistics operations - such as bringing together DreamLand and ToyChamp distribution into our new facility in Bilzen - generates substantial efficiencies. Similarly, marketing a single brand rather than two separate brands reduces costs considerably.

Our purchasing power with suppliers has strengthened, and we’ve realised meaningful savings on imports from

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Best-sellers in Q2 Nintendo Switch 2 console Lego FIFA World Cup Trophy Panini World Cup stickers Lego Ideas Tintin Moon Rocket Pokémon ME04 Chaos Rising Elite Trainer Box

the Far East and beyond. These operational efficiencies, combined with our partnership approach, create a compelling proposition for both our suppliers and our business.

Unlike ToyChamp, Intertoys continues to trade under its own brand. Why was it important to preserve that identity, and how do the two brands complement one another?

Intertoys and DreamLand operate with distinctly different market propositions, which is precisely why we’ve preserved both brands. Intertoys focuses on a specialist toy and gaming offering, with stores ranging from 500 to 1,000 sq m, which we call the Intertoys XL formula.

DreamLand, by contrast, operates largerformat stores averaging around 2,000 sq m, with a significantly broader assortment.

While toys remain our foundation, DreamLand offers a comprehensive range spanning outdoor play, stationery, fancy dress, seasonal events like carnival and Halloween, gifts, and gadgets. Geographically, DreamLand operates across both Belgium and the Netherlands, but Intertoys is exclusively present in the Netherlands.

Additionally, Intertoys operates a mixed model including franchised locations, whereas DreamLand consists entirely of company-owned stores. These distinctions allow both brands to serve different customer segments and market needs while operating efficiently under the same corporate umbrella.

vying for share. So our focus in Belgium has shifted from expansion to portfolio optimisation - ensuring our store locations and formats deliver maximum efficiency and profitability.

The Netherlands presents a different opportunity. With only 27 DreamLand stores currently operating there, significant growth potential remains.

Of course, we must be mindful that both DreamLand and Intertoys, while operating under the same corporate umbrella, require distinct market positioning and customer space to thrive without cannibalising each other’s sales.

The Netherlands therefore offers genuine expansion opportunities for both brands. Beyond that, we’re continuously evaluating potential acquisitions and growth opportunities, whether within the broader Benelux region or potentially beyond. The landscape is constantly evolving, and we remain alert to strategic opportunities as they arise.

“

I've always prioritised partnership over pure leverage

”

In an increasingly competitive retail market, what do you believe really sets DreamLand apart from other toy retailers and online competitors?

At DreamLand, we believe toys are not merely products - they're emotion. This philosophy fundamentally sets us apart from competitors across the entire retail landscape. Our competitive advantage lies in the immersive in-store experience we create. Working in partnership with our suppliers, brand partners, and intellectual property owners, we’ve designed our stores as destination experiences rather than transactional spaces.

With tens of thousands of customers visiting our stores daily, we provide something no online retailer or discounter can replicate: the opportunity to see, touch, feel, and physically explore products using all the senses.

Toys are inherently emotional purchases, and our stores recognise this by allowing customers to be inspired, to discover, and to genuinely connect with products before buying.

This sensory, experiential approach differentiates us not only from traditional toy retail competitors, but also from pure online players and international discount retailers. It's an advantage rooted in the physical, human experience of shopping.

The group has also integrated stores from the former FUN chain and opened seven new DreamLand stores in redeveloped Cora hypermarket locations. What opportunities do you see for further expansion?

Belgium's DreamLand footprint, with nearly 70 stores, is largely saturated.

The market for physical toy retail is competitive, with numerous players

SEPTEMBER 2026

17

RETAIL INTERVIEW DREAMLAND

How would you describe the DreamLand toy assortment?

DreamLand's assortment strategy balances well-established brands with carefully curated imported products and the latest emerging trends, creating a comprehensive offering across multiple categories.

While toys remain our core business, we’ve long complemented this with stationery, fancy dress costumes, and seasonal products for occasions like carnival, Halloween, and Christmas.

This broader range helps us reach an exceptionally diverse audience, spanning young children through to teenagers, parents, and grandparents.

We partner with major brands such as Lego and Pokémon, as well as iconic intellectual properties like Super Mario Bros, Star Wars, and Harry Potter. Beyond these established partners, we’re keenly attuned to the latest trends, and actively integrate emerging products and categories into our assortment.

The strategic decision to rebrand from ToyChamp and DreamLand to simply DreamLand reflects this evolution. By removing “toy” from our name, we signal to consumers that we offer far more than toys alone, while maintaining toys as our foundational category. This positioning allows DreamLand to serve as a true destination for all occasions and all ages.

Which brands or licensed properties are performing especially well at the moment?

Lego continues to perform exceptionally well as our most important toy brand.

Beyond that, we're seeing strong momentum from brands and IP like Pokémon, which has been experiencing a particularly vibrant year ahead of its 30th anniversary in September.

Movie-related products represent another standout category. Toy Story 5 is performing strongly and Star Wars merchandise, particularly driven by The Mandalorian series, has delivered excellent results.

We’re also seeing exceptional performance from impulse items and trending products. Clickeez are selling well, along with squishy and slime products. And the nostalgia brand Diddl is enjoying a remarkable resurgence,

“

The future of toy retail in the Benelux excites me tremendously

”

How has trading been so far in 2026, and have you noticed any changes in consumer buying behaviour?

Trading has been strong. We experienced a significant uplift in summer items during June and July, driven by the exceptional heatwave, which boosted seasonal category performance considerably.

Lego has been a particular standout, with numerous new product launches driving exceptional sales. Movierelated products have also performed well, benefiting from strong film releases in the first half of the year, including The Mandalorian and Toy Story 5. We're now heading into a robust back-to-school season, which we anticipate will be similarly strong.

In terms of consumer buying behaviour, we haven't observed significant shifts in purchasing patterns. However, we’re acutely aware of intensified competition from Chinese online retailers such as Shein, Temu, and Joybuy, which have captured market share in recent years.

This represents a genuine challenge across the industry. For DreamLand specifically, our strategy of focusing on established brands and exclusive intellectual property partnerships provides considerable protection.

These partnerships allow us to offer curated, quality-assured products that stand in stark contrast to the lowquality, non-branded merchandise flooding these Chinese web marketplaces.

You're well placed to spot emerging trends. What will shape the toy market over the next 12 months?

Predicting toy market trends 12 months ahead is inherently challenging, particularly at this stage of the buying cycle. Today, I'm actually departing for China on a sourcing trip, followed by visits to the LA Previews, where we’ll engage with the world’s leading toy brands and discover what’s on the horizon. These buying missions will provide crucial insights into emerging trends.

That said, certain developments are already visible. The squishy product

18

category, for instance, is experiencing rapid momentum and shows every sign of sustained growth.

We’ve also witnessed how quickly trends can emerge and capture market share - the blind box category, driven by brands like PopMart and Labubu, exemplifies this phenomenon.

These viral trends can gain traction remarkably fast, but equally, they can fade with similar speed. Our strategy is to remain agile, identifying these opportunities early and responding swiftly to consumer demand.

However, a clearer picture of 2027 and beyond will emerge from the conversations and discoveries we make during our China and Los Angeles sourcing trips. Those experiences will crystallise our understanding of where the market is genuinely heading.

Looking ahead, what are your priorities for DreamLand over the next few years?

Our immediate priority is operational excellence. Following the significant transformations of 2025 - our ICT migration, organisational restructuring, and rebranding - we’re focused on optimising these changes across all operational domains: logistics, ICT systems, the buying department, marketing, and business intelligence.

We’re further advancing this agenda by centralising our logistics operations into our new facility in Bilzen, consolidating distribution from multiple locations into one streamlined hub. While we expect substantial improvements by the end of the year, this optimisation work will continue as an ongoing priority.

Alongside this, we’re pursuing store portfolio optimisation in Belgium, where the market is mature, and exploring growth opportunities in the Netherlands.

We remain continuously alert to strategic opportunities that align with the DreamLand brand philosophy and our retail vision. The future of toy retail in the Benelux excites me tremendously - particularly our ability to deliver immersive, brand-driven experiences that competitors cannot replicate.

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CONSUMER

INSIGHT

If trends move faster than ever,

how can licensing keep up?

It was a real question from the audience at one of The Insights Family’s recent TrendLens webinars, and it is one the industry is asking. The answer is that reacting faster depends on seeing sooner, says Adam Woodgate, VP of Research Solutions at The Insights Family

The real shift is fragmentation Trends do move faster than they used to. Product cycles are shorter, viral toys and collectibles can appear and fade inside a single season, and what kids asked for last quarter is often not what they want this one. That alone would make licensing harder. What

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“

Today, discovery happens everywhere at the same time, and it rarely starts where it used to

“

If trends emerge faster, spread faster and disappear faster than ever before, how can licensing businesses keep up? Especially when they are working with manufacturing lead times, retail cycles, approvals, trademark processes, asset creation and longterm forecasting.

The answer isn’t simply reacting faster; it’s understanding audiences better. It’s understanding how discovery, fandom and engagement now evolve across dozens of platforms, communities and experiences simultaneously.

compounds it is where kids’ attention now lives: spread across gaming platforms, creators, streaming, social channels and real-world communities, often several at once.

For decades, licensing followed a predictable path. A show or film launched, awareness built through mainstream media, retailers responded and merchandise followed. You could see a property coming. Today, discovery happens everywhere at the same time, and it rarely starts where it used to.

Among UK kids aged 6 to 12, more now engage with their favourite character on YouTube (40%) than on standard television (26%).

This matters more in kids and family than in almost any other category, because the usual ways of reading an audience are closed to you.

Regulation around kids’ data means the behavioural signals brands lean on elsewhere are limited or unavailable for under-18s. This is the gap The Insights Family exists to fill. We ask kids and families directly, from age 3 right through to 18, across 22 markets

and around 800,000 surveys a year.

This gives licensing businesses a firstparty read on how kids think, feel and act about IP and licensed product. And because their interests move quickly, we survey every day, so you can act on today’s preferences, not yesterday’s sales data.

The strongest licensing businesses are unlikely to be the ones reacting to every viral moment. Instead, they’ll be the companies capable of identifying: which trends are culturally meaningful, which have staying power, and where short-term momentum can translate into long-term commercial opportunity.

The next big kids’ IP could come from anywhere One of the strongest themes to emerge from our recent TrendLens webinar was that the next major kids’ franchise is unlikely to follow the traditional path to success. For decades, licensing opportunities often began with a television series or blockbuster film.

Awareness built through mainstream channels, audiences grew, retailers

communities and markets.

Understanding where kids are discovering new interests is becoming just as important as understanding what those interests are. And increasingly, those signals aren’t confined to one country or culture either.

The next global property may start in a local market

“

It is tempting to treat global franchises and local trends as separate things. More often they are the same story at different stages

“

responded and merchandise followed. Today, that journey is far less predictable.

The next major kids’ franchise is unlikely to arrive the way the last generation did. It might begin on a gaming platform, with a YouTube creator, as a social-first character or inside a community that has built real momentum long before traditional media or retail take notice.

The industry’s own numbers show the balance tipping.

Within character and entertainment licensing, the largest category of all, anime, video games, comics and social media properties now account for 34% of revenue, just ahead of feature film and television at 33%, according to Licensing International’s 2026 study.

Minecraft is the obvious example: a game that grew into an entertainment and licensing ecosystem across merchandise, publishing, experiences and, more recently, film. It is not unique. Creatorled brands and digital-native properties increasingly decide where kids form their attachments.

The question is no longer, “What is the next big television property?”

It is, “Where are kids discovering the characters and communities that could become tomorrow’s licences?”

Increasingly, the answer isn’t confined to one platform or even one market.

In our latest read, UK kids aged 6 to 12 are now as likely to first hear about a new brand or entertainment product through online video such as YouTube (23%) as through television advertising (23%), and among 13 to 18s TikTok is the single most common route of all (32%), well ahead of TV advertising (19%).

Discovery moves further from television as kids get older, not closer.

The earliest signals of commercial potential often appear in audience behaviour long before they’re reflected in retail performance or sales data.

That’s why licensing businesses need visibility across platforms,

The Insights Family surveys, UK unless the US is stated, latest read Sept 25 to June 26. Discovery-route and fandom-breadth figures are shown for ages 6 to 12 and 13 to 18 separately (bases approximately 3,900 and 3,400). Favourite-character figures are ages 6 to 12 (base approximately 3,900) Market size and category figures from Licensing International’s 2026 Global Licensing Industry Study (2025 data).

It is tempting to treat global franchises and local trends as separate things. More often they are the same story at different stages: many of the properties with global reach today began as culturally specific, local phenomena and grew outward from there.

Anime is the clearest case. Culturally specific content that became a global fandom across streaming, gaming, merchandise, live events and licensing. K-pop followed the same path. Neither began as a global product. They started local and proved able to travel.

The commercial skill is spotting early which culturally resonant property has the qualities to scale beyond its home market. Those signals are hard to read from any single market, because the evidence sits in how a property behaves across countries and cultures. A crossmarket view is what lets you see which local properties are on the same growth path as the ones that travelled before them. In recent years that has often meant looking East, with Licensing International’s 2026 study naming North Asia the fastest-growing licensing region last year, up 14.1%.

Fandom now shows up in more places One of the biggest shifts in licensing is how fandom is expressed. For today’s kids, enjoying a favourite character, creator or franchise isn’t limited to watching a programme or playing a game. It increasingly becomes part of

everyday life, through the products they use, wear, collect and ask for.

That might mean stickers, stationery and school supplies. It might be clothing, accessories or bedroom décor. It could be food and drink collaborations, collectibles or toys inspired by a favourite YouTuber, gaming franchise or TV show.

Consumer products have become one of the most visible ways kids express their interests, turning audience engagement into everyday interaction with an IP. But merchandise is just one way they engage. The question for licensing teams has moved from, “Can this IP sell products?” To, “How many ways can this audience engage with it?”

Among UK kids aged 6 to 12, of those who engage with a favourite character, 39% have played a related video game, while 33% have bought toys or games, 25% clothing or accessories, 18% books, 15% stationery or stickers, and around one in 10 have visited a live event or attraction. Teenagers engage just as widely, but the mix moves with age: 13 to 18s are more likely to follow a favourite on social media (20%) and less likely to buy toys.

Take aways for licensing professionals Fandom now develops across more places, more platforms and more forms of participation than ever before. That’s both the challenge and the opportunity for licensing businesses. Discovery happens through creators, gaming, communities, YouTube, live experiences, retail and parents.

The opportunity for licensing has never been larger. But identifying which signals matter, which audiences are driving them, and which trends have the potential to scale commercially requires a deeper understanding of audience behaviour than traditional licensing models were designed to provide.

The businesses that succeed won’t necessarily be the ones reacting fastest. They’ll be the ones understanding audiences earliest.

Discover the TIF Engagement Index Knowing which behaviours and preferences are worth acting on is crucial.

That’s exactly why The Insights Family created the TIF Engagement Index.

Combining four measures of real engagement - reach, depth, diversity and peak fans - it tracks which properties are genuinely building momentum with kids and families, which are holding long-term engagement, and which are losing traction.

It helps professionals evaluate their next licensing opportunity, validate existing partnerships, and find franchises with commercial potential using evidence rather than instinct.

Contact hello@theinsightsfamily.com or visit theinsightsfamily.com

SEPTEMBER 2026

21

RETAIL INTERVIEW MENKIND

Keeping collectors

coming back

Gary Wakeman, Managing Director at Gift Universe, the retail and wholesale group behind Menkind, reveals how the business is staying ahead of fast-moving trends and building on the continued growth of the kidult category The kidult category continues to be a major driver of Menkind's business.

What's behind the growing demand for collectibles and nostalgia-led products, and how has customer behaviour changed in recent years?

Collectibles, retro and nostalgia have always been a core part of Menkind's DNA. A big part of our brand is giving customers something new to discover every time they visit, and the collectibles category perfectly supports that.

We're seeing new products launch almost daily, whereas in the past ranges would remain relatively consistent for much longer. Today, they're constantly evolving, driven by fastmoving social media trends and the latest must-have licences, all of which continue to fuel demand.

At the same time, there's a strong emotional connection behind the category. Many of us grew up with brands like Lego, and that same sense of nostalgia now extends to anime, construction sets, trading cards and other collectible ranges.

22

“

I'm a huge advocate of physical retail because there's simply no better place to discover something new

”

The quality of today's products has also improved significantly, with many figurines becoming genuine display pieces that people are proud to showcase in their homes. It's that combination of nostalgia, collectibility and constant newness that continues to make the category such a major growth driver for us.

How has your kidult offering evolved beyond traditional gadgets and gifts, and which product categories are currently performing particularly well?

Our core gadgets and gifts categories remain a fundamental part of our product offering, but they've evolved significantly through the addition of more licensed products that tap into the growing kidult market.

Alongside these core ranges, we've expanded our collectibles offering both in-store and online, giving more space to figurines, blind boxes and trend-led toys, all of which are performing exceptionally well. We also have a strong pipeline of new products coming through, ensuring these

categories stay fresh and relevant.

Another category seeing strong growth is games, reflecting not only the rise of the kidult market but also changing consumer behaviour, with more people choosing to spend quality time socialising with friends and family at home.

Licensed collectibles have become a year-round destination category for Menkind. Which licences have resonated most strongly with your customers, and what makes a successful licence in your stores?

We have several core licences that perform consistently well year-round, particularly Star Wars, anime, horror and Formula One, alongside nostalgic TV favourites such as Only Fools and Horses.

Complementing these evergreen ranges, we introduce ‘hot moment’ licences throughout the year, often tied to major film, TV and gaming releases. For example, Stranger Things was a standout performer last Christmas, while K-Pop Demon Hunters generated strong demand during the peak of the Netflix series.

More recently, football-licensed collectibles have been particularly popular over the summer. These trenddriven licences are important because they keep the category fresh and give

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customers something new to discover.

However, one of the biggest changes we've seen in recent years is the speed at which these trends move. The lifespan of a hot licence can now be as short as six to eight weeks, making it more important than ever to have a strong foundation of evergreen licences that continue to perform when there isn't a major new release driving demand.

Many retailers are investing heavily in toys and collectibles aimed at adult fans. What do you think differentiates Menkind's approach from other retailers targeting the kidult market?

We're focused on carving out our own niche within the kidult market by being fast, agile and highly responsive to emerging trends. Our commercial strategy is built around getting to market quickly with new licences and product ranges, making sure we're often among the first to offer the latest must-have collectibles.

Exclusivity is also a key part of our approach, helping us create a proposition that feels distinctive and gives customers a reason to visit Menkind specifically.

Just as importantly, we're constantly refreshing our ranges, with new products arriving every week so there's always something new to discover.

To support this, we’ve also invested in enhanced merchandising solutions that allow us to showcase our collections in a more engaging and impactful way, helping customers explore and interact with the latest releases.

How important are premium collectibles, construction sets, pop culture merchandise and displayworthy products in driving repeat visits and increasing dwell time in stores?

These are all hugely important categories for us and play a key role in both attracting customers and encouraging repeat visits. Visually striking hero products, particularly our premium collectibles and display-worthy items, have helped elevate the overall look and feel of our stores.

Since expanding these ranges and giving them greater prominence, we’ve seen more shoppers naturally gravitate towards these areas, spending longer exploring what’s on offer. The constantly evolving nature of the category is also driving repeat footfall, with our store teams regularly seeing the same customers return to discover the latest arrivals and new releases.

Physical retail clearly remains central to your strategy. What role does the in-store experience play when selling kidult products, and what can shoppers experience in-store that they can't get online?

I'm a huge advocate of physical retail because there's simply no better place

SEPTEMBER 2026

to discover something new. We've invested heavily in merchandising solutions, including dedicated showcases, to help customers fully appreciate the quality, detail and breadth of our ranges.

Many of our collectibles feature incredible craftsmanship and intricate details that are difficult to replicate online, although our digital content team does a fantastic job of bringing them to life.

Stores allow customers to experience products up close while offering immediate access to many of our newest and most exciting lines. At the same time, we make shopping as seamless as possible with Click & Collect available across our store network, alongside an extended online range for customers looking for even more choice or larger-format products.

With Menkind expanding its store estate, how will your new locations showcase your growing collectibles and enthusiast ranges? Will customers notice any changes to store layouts or merchandising?

We're excited to be opening new stores in Staines, Huddersfield and Norwich this summer, with additional locations set to be announced and launched later this year. As with all our stores, the layout will be designed to showcase the breadth of our offer while remaining flexible enough to evolve throughout the year.

Whenever shoppers visit, they’ll be greeted by our latest seasonal ranges, whether that’s summer essentials, gifting occasions, or Christmas collections, while our growing kidult and collectibles categories will continue to occupy a prominent position in store.

Creating an engaging environment where customers can discover new products is central to our retail strategy, and our new locations will reflect that focus on newness, excitement and exploration.

Gift Universe recently reported record financial results. Has the continued growth of kidult driven that success?

The growth of the kidult sector has certainly contributed to our strong performance. However, we’ve also seen good growth in a number of core categories across our retail, digital and wholesale channels, including Gadgets, Impulse, Games and other trend categories.

“

A big part of our brand is giving customers something new to discover every time they visit, and the collectibles category perfectly supports that.

”

The collectibles market moves quickly. How does Menkind stay ahead of emerging trends and decide which products deserve shelf space?

Our buying team has a buying calendar of key events throughout the year that is aligned with our marketing team. We plan ahead to have ranges in store and online for key launches that align with our brand, and also plan ranges of secondary launches on our website.

When new trends emerge, it’s important to have a strong launch offer, which will often be the lead display in store. Our buying team also spends a lot of time monitoring social media trends, which are increasingly defining demand and the wider buying strategy.

Looking ahead to Q4, which kidult categories or product trends do you expect to generate the biggest excitement among your customers?

Horror remains one of our bestperforming categories throughout the year, and we’ll be expanding the range significantly in the lead-up to Halloween, with new products launching in store and online from September. I’ve already had a sneak preview and it looks fantastic, so we’re excited to see how customers respond.

We're also anticipating strong demand around major entertainment releases.

The upcoming Avengers: Doomsday film is generating a lot of interest already and has all the ingredients to become a standout licence.

In addition, the team is working on a new Harry Potter collection to capitalise on the excitement surrounding the forthcoming TV series, which is expected to premiere around Christmas. Combined with our core collectible ranges, these launches should make for a particularly exciting Q4.

23

FEATURE Q4 RANGES

Asmodee

Jumbo

Q4: The race for Christmas begins Summer may only just be over, but for the toy industry Christmas is already firmly on the horizon.

Retailers are finalising their seasonal ranges; suppliers are ramping up marketing activity and the race is on to capture a share of what remains the most important sales period of the year

The traditional Golden Quarter is looking increasingly different. Families remain under pressure to manage household budgets, while consumers have become more comfortable waiting for promotions and deals before committing to Christmas purchases. For suppliers, that means ensuring the right products are available at the right time and supporting retailers through what can be an unpredictable final few months.

Across the businesses we spoke to, one message is clear: Q4 may be later, more competitive and more promotionled, but the fundamentals of a successful Christmas range remain strong giftability, perceived value, play value and products that give shoppers a reason to buy.

Q4 Categories What will be driving Christmas sales?

■ ■ ■ ■ ■

Giftability Kidults and collectibles Roleplay and open-ended play Stocking fillers Screen-free play

Value over discounting For Bigjigs Toys, the expectation is for a strong but late-purchasing Q4, with families carefully managing budgets.

“We anticipate a strong but latepurchasing Q4 as families carefully manage budgets and hold out for strategic holiday buys,” says Liz Ireland, Founder and Managing Director of Bigjigs Toys. Rather than responding to aggressive retail promotions with heavy discounting, Q4 lines the company is focusing on the are designed for longevity and value of its products. memory-making “Consumers are seeking under the tree heirloom quality and true play value over impulse purchases,” Liz Liz Ireland, Founder explains. & Managing Director, That focus on value is echoed Bigjigs Toys

by Zimpli Kids, which expects gifting to remain a key driver while price-conscious shoppers increasingly look for accessible stocking fillers, Secret Santa gifts and smaller presents.

“We’re expecting a strong Q4, with gifting continuing to be a key driver

“

”

24

for our products,” says Obi Enyi, Digital Marketing Manager at Zimpli Kids. “We know shoppers are becoming more price conscious and often leaving Christmas purchases later, so we’re making sure our activity stays strong throughout November and December.”

For Wilton Bradley, the latershopping trend means maintaining visibility throughout the final weeks.

Scott Eden, Product Director, says the company is heading into Q4 with confidence following a strong year for Xootz.

“We know families are increasingly shopping later in the season, so we’ve deliberately planned our activity to maintain visibility to include those crucial final weeks,” he says.

What makes a Christmas hero?

If shoppers are going to wait until later in the season, products need to make an immediate impact when they do enter the buying process.

For Bigjigs, that means a combination of giftability, lasting play value and emotional appeal.

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“A Q4 line stands out through high giftability, lasting play value, and emotional resonance,” says Liz. The company expects statement pieces such as complete roleplay kitchens and activity centres to sit alongside stocking fillers, with durability, open-ended play and multi-generational appeal giving giftgivers confidence that purchases will last beyond Christmas.

Wilton Bradley takes a similar approach, with Q4 products needing to deliver an instant sense of excitement.

Q4 requires “Q4 is all about products with strong greater gift appeal. They need to feel exciting, frequency offer great value and have that instant and a full 360 ‘wow’ factor when they’re opened on approach, Christmas morning,” says Scott. connecting This year, the company expects Snootz and its Power Play LED inspiration games tables to benefit from their through to final combination of giftability, play value conversion and broad appeal.

Colleen Rea, For Jumbo Group, the ‘wow’ factor Marketing Manager can come from limited editions and UK & Ireland, licensed partnerships through to increased inclusions or new category Jumbo Group innovation.

“Seasonal product lines have always had a strong focus on giftability, excitement and the ‘wow’ factor,” says Colleen Rea, Marketing Manager UK & Ireland at Jumbo Group.

She added that Q4 products need to communicate their appeal quickly, both on shelf and online, putting additional importance on packaging, PDQs, shelf wobblers and strong lifestyle photography and video.

“

”

Something for every shopper While larger statement gifts are important, suppliers are also building ranges that work across different budgets and gifting occasions.

For Asmodee, the breadth of its games portfolio is key, catering for shoppers from stocking fillers through to more considered gifts.

“We have a wealth of activations planned to drive awareness of our games and direct consumers to retailers, and we are confident that our breadth of range - from last minute stocking fillers such as Dobble and Flip 7, to considered gifts like CATAN - puts us in a strong position regardless of when families choose to shop,” says Roger Martin,

SEPTEMBER 2026

Bigjigs Toys

Marketing Director at Asmodee.

The company is also expecting a major boost from Pokémon’s 30th anniversary.

“Pokémon will undoubtedly be the star of the show, with the 30th anniversary creating a huge amount of excitement among fans of all ages,” Roger says.

Classics including Dobble, Catan, Azul and Ticket to Ride are also expected to perform strongly, while Roger tips dnup as a potential surprise hit.

For Bigjigs, dependable baby products and lower-priced gifts will sit alongside bigger-ticket presents, including stacking cubes, activity centres, wooden play food, Tiger Tribe’s Presto Racers and the Tidlo Olive Grove Kitchen.

Zimpli Kids is similarly building its Q4 proposition across price points, with Christmas advent calendars, Baff Buddies Mama & Baby Otter and Christmas-themed Baff Bombz offering accessible gifting options.

Its Z’s range is expected to appeal to pre-teens and teens looking for something a little more grown-up.

From awareness to conversion The shift towards later purchasing is also changing the role of marketing.

Rather than waiting until the traditional Christmas advertising window, suppliers are starting earlier to build awareness and consideration.

Jumbo has escalated its activity earlier in the year, with influencer and creator marketing playing a particularly important role.

“Influencer and creator marketing is absolutely central to the marketing strategy in Q4,” says Colleen.

“Social media influencers help us to show the product in hand, get those real-life reactions and demonstrations, and drive all-important peer-to-peer recommendations.”

YouTube remains important for reaching children, while parents and gift buyers are targeted through display and search advertising, PR, retail media, retailer websites, in-store activity and consumer activations.

For Wilton Bradley, TV, influencer content, paid social and YouTube will all play a role, with the company increasing its mass-media investment for Xootz and running its biggest campaign yet through December.

For Asmodee, retail support begins well ahead of the season, but activity becomes increasingly focused on conversion during the peak.

“Shoppers are in buying mode, so our in-store activity is designed to make it as easy as possible for them to find the right game and make a purchase with confidence,” explains Roger.

Retailers need flexibility With later purchasing creating greater uncertainty around when demand will arrive, stock availability and flexibility are becoming increasingly important.

Bigjigs has responded with lower minimum re-orders and quick turnaround times, allowing independent retailers to replenish stock without overcommitting capital. It is also providing promotional assets, display solutions and digital marketing toolkits.

“Our support shifts toward maximum flexibility, rapid order fulfilment, and high-impact point-of-sale visibility,” says Liz. Zimpli Kids is similarly supporting retailers with product imagery, video and promotional assets, while using feedback to identify the products and price points most relevant for Christmas.

For Jumbo, maintaining an open dialogue with retailers is central to its approach.

“Retailer feedback is an important part of that approach, helping us understand where our marketing support can have the greatest impact,” says Colleen. “Remaining agile to the market is definitely important.”

The countdown to Christmas may still be measured in months rather than weeks, but the industry’s busiest period is already gathering momentum. With shoppers expected to remain cautious and increasingly willing to wait for the right deal, retailers will need to balance competitive pricing with carefully selected ranges, while suppliers will be looking to provide flexibility, availability and products that offer consumers a compelling reason to buy.

From Pokémon and family games to roleplay, collectibles, creative play and stocking fillers, this year’s Q4 offer reflects a market that is changing but not losing its appetite for play.

25

FEATURE Q4 RANGES

Electro-fying!

GALT JUMBO 0161 428 9111 salesuk@ jumboplay.com jumboplay.com Licensed preschool products offer retailers a strong opportunity to combine familiar characters with engaging, giftable activities for Q4. Galt is expanding its Bluey offering with two new Water Magic books and a Bluey edition of its popular Electro Wonderpen range.

Joining the bestselling Water Magic collection are Bluey Adventures and Bluey Celebrations. Each chunky spiral-bound book contains six reusable colouring scenes and a refillable water pen, allowing children aged 3+ to reveal hidden Bluey artwork with water alone.

As the pages dry, the images disappear, ready to be coloured again, providing repeat play through play, Electro Wonderpen encourages without the mess associated with traditional observation, concentration and prob lemcolouring activities. The compact format also solving, while the recognisable Blue makes the books ideal for travel, stocking y characters add extra appeal for you fillers and on-the-go entertainment. ng fans.

With accessible price points, reu Also new for 2026 is Electro Wonderpen sable play value and one of preschool Bluey, aimed at children aged 4+. The ’s most popular licences, Galt’s new Blu interactive early learning game includes ey 12 large, illustrated activity cards featuring activities offer retailers versatile options more than 90 challenges, covering lookfor Q4 gifting and beyond. and-find activities, matching, mazes, similarities and differences, silhouettes and object recognition.

Designed to support early learning...

Games take centre stage ASMODEE 01420 593593 | info@asmodee.co.uk | asmodee.co.uk It seems games remain a key gifting opportunity for retailers, as asmodee pools its resources and creative firepower across continents to launch its first ever global cross-IP campaign.

This Christmas, asmodee showcases, It’s All About an asmodee Game; bringing together Dobble, Exploding Kittens, Ticket to Ride and Azul. The campaign is built around the idea that

tabletop games can turn everyday moments into memorable experiences and bring people together during the festive season.

The campaign will support retailers with coordinated activity across digital, social and in-store channels, creating multiple consumer touchpoints before shoppers reach the shelf. A visual-first approach will see video, influencer collaborations, creator partnerships and usergenerated content build awareness throughout the gifting season.

The campaign aims to attract a new generation of players while reminding existing fans why asmodee’s games continue to be a popular choice for shared family and social experiences.

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26

toysnplaythings.media

Jo ne bu in u w ild s 20 in in 27 g the ra in L 19 Se ng A to 60 E pt es em fro pre ast be m vie Gr r 14t w t and h he -2 5t h UK: 8 Wentworth Road, Heathfield Ind.Est, Newton Abbot, Devon, TQ12 6TL HK: 409-410 4th Floor, New East Ocean Centre, 9 Science Museum Rd, Tsim Sha Tsui East, Hong Kong LA: Suite 870, 1960 East Grand Avenue, El Segundo To book an appointment or see one of our Showrooms:

01626 835400

TnP Snootz Snootz Advert.indd 1

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

18/08/2026 09:05:02

FEATURE Q4 RANGES

Cradle to counter BIGJIGS TOYS 01303 212691 | orders@bigjigstoys.com | bigjigstoys.co.uk As the Golden Quarter approaches, retailers naturally focus on the biggest Christmas purchases, but the baby and nursery category offers a valuable opportunity for dependable, gift-led sales.

With ‘Baby’s First Christmas’ providing a strong emotional hook for parents, grandparents and friends, toys that combine developmental benefits with beautiful, giftable design can make particularly compelling additions to festive displays.

Bigjigs Toys’ baby collection brings traditional play together with sensory exploration, offering products designed to support little ones through their earliest stages.

For newborns, the Stacking Cubes and Sensory Ball make ideal stocking fillers, helping to develop early motor skills, visual awareness and sensory discovery. The Rabbit and Elephant Plush Toys, available in large and small sizes, add a keepsake quality to the range, offering soft companions that can become treasured favourites from the earliest months.

For toddlers aged 12 months+...

the Shape Sorter House and multisided Activity Cube en courage problem-solving, discov ery and independent play, wh ile the Xylo Piano, suitable fro m 18 months+, introduces you ng children to sound, rhy thm and musical exploratio n.

With timeless designs, developmental bene fits and products suitab le across different stage s, Big jigs Toys’ baby ran ge offers retailers a versa tile proposition for Q4 and one that can continue ge nerating sales well beyond Ch ristmas.

28

Christmas

comes to bath time ZIMPLI KIDS 01254 460006 | sales@zimplikids.com | zimplistore.com From Christmas countdowns and stocking fillers to character-led bath bombs and creative play, Zimpli Kids is putting a playful spin on festive gifting with a selection designed to make bath time more exciting.

Leading the seasonal line-up is the new 12 Days of Christmas Advent Calendar, offering 12 bath-time surprises to discover in the runup to Christmas. With its festive presentation and accessible price point, the calendar is suited to gifting and provides retailers with an easy addition to seasonal displays.

The popular Baff Buddies collection also gets a festive boost, with the adorable Mama & Baby Otter combining character play with a bath bomb surprise. The reusable otters can continue to be enjoyed beyond the first bath, with refill bath bombs available to extend the play and create opportunities for repeat purchases.

The Mama & Baby Otter features a calming lavender scent, adding a relaxing element to the bath-time experience and making it a fun addition to an evening routine.

For children who enjoy mixing and experimenting, Baff Potions transforms the bath into a colourful creative laboratory. Designed to encourage imaginative play, the range gives children everything they need to create their own bath-time concoctions.

With a mix of advent calendars, character gifts, stocking fillers and creative bath-time products, Zimpli Kids offers retailers a broad selection of affordable gifting options for Q4.

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FEATURE Q4 RANGES

University Games backs brands UNIVERSITY GAMES 0207 254 0100 | consumer@ugames.com university-games.co.uk

Bumper support for Christmas CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk character-online.com With substantial seasonal marketing planned across its portfolio, Character Options is giving retailers plenty of reasons to make its key brands a focus this quarter.

Among the Christmas highlights is the Giftie Badge Maker, which allows children to design and create their own colourful button badges. The new kit includes 50 badges and will be supported by a major multi-platform campaign running from August through November, alongside demonstration events, influencer activity and a Big Christmas Press Show appearance.

Goo Jit Zu will also receive increased support as Christmas approaches, with King Frostbite taking centre stage. The icy hero combines stretch and squish play with weapons, a fist-launcher feature and more than 35 phrases and lights. Advertising across YouTube, gaming, Meta and TikTok will be supported by influencer activity showcasing the character in action.

The games portfolio will benefit from significant YouTube and gaming activity during the key Christmas buying period, with the new Hunt-A-Killer series targeting older party-game fans, alongside support for Starts With Ends With.

For younger shoppers, Peppa Pig Peek-A-Boo Peppa combines interactive play with sounds and music, while parent-focused digital advertising and influencer activity will build awareness from September through November.

Sticki Rolls will also be unmissable, with campaigns spanning the core collection, Sticki Mates and Sticki Rolls Minecraft Series 3.

Character Options is ensuring all its Christmas heroes have strong visibility throughout the Golden Quarter.

30

As Q4 approaches, University Games is continuing its significant investment in supporting leading brands with an integrated programme of PR, digital, social media and broadcast activity throughout the Christmas selling season.

Subbuteo remains a major focus, with 2026 marking the seventh consecutive year of significant marketing investment behind the iconic table football brand.

The Learning Journey will also benefit from an integrated campaign across social platforms and parent-focused digital channels. Alongside bestselling Match It!, Lift and Learn and Sort and Learn ranges, new licensed Peppa Pig and That’s Not My… products will be highlighted, combining familiar characters with hands-on educational play.

Bullseye remains another key Christmas focus, following its successful return to television. National PR, digital activity and social media campaigns will support both the Bullseye Board Game and Mini Game, tapping into nostalgia while introducing the classic quiz brand to younger audiences.

New for 2026, Lagoon’s Pundamental range will launch with influencer partnerships and digital content created in collaboration with the Jelly Armchair social channels. The campaign will showcase the range’s witty wordplay and position its games, puzzles and gifts as fun options for Christmas and beyond.

Bluffing and betrayal TOMY 01271 336155 | response@tomy.com | tomy.com Tomy brings the hugely popular The Traitors franchise to game shelves this quarter, designed to recreate the strategy, suspense and social deduction of the hit television format.

Leading the AW 2026 range is the refreshed UK edition of The Traitors Board Game, featuring six brand-new missions. Joining it is One Night of The Traitors - Castle of Lies, a fast-paced standalone game designed to deliver an entire evening of plotting, missions and dramatic reveals. Players take on the roles of Faithfuls or Traitors, completing challenges before facing a final vote using the game’s unique convertible vote box.

With the television format continuing to build a global fanbase, the new games give audiences the opportunity to recreate the show’s trademark tension and social gameplay at home with family and friends. For retailers, the range offers a strong combination of recognisable entertainment IP, accessible gameplay and Christmas gifting appeal, making The Traitors a natural fit for Q4.

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FEATURE Q4 RANGES

Licensed creativity WECOOL TOYS sales@wecooltoys.com | wecooltoys.com WeCool Toys is bringing two of the world’s best-known entertainment brands into the creative play category for the Golden Quarter, with new Minecraft and Harry Potter collections launching globally.

Combining compounds, slime, crafts and sensory play with recognisable characters and themes, the new ranges are designed to give fans fresh ways to interact with two much-loved franchises.

The Minecraft collection centres on WeCool’s Butter Cloudz compound platform, with the Creeper Cube featuring limescented compound, bingsu bead mix-ins, interactive accessories and moulds inspired by the block-based world of Minecraft.

For Harry Potter fans, the focus shifts to slime and potionmaking. The collection includes a cauldron-style slime set, alongside kits inspired by magical favourites including Polyjuice Potion, Love Potion and Felix Felicis, also known as ‘Liquid Luck’. A Hedwig-inspired 3D sticker and card maker adds another creative option to the range.

The launches follow new agreements between WeCool and the two global brands, giving the company access to highly engaged fanbases while building on its existing expertise in compounds and creative play.

Jeff Osnato, President of WeCool Toys, said: “We’ve developed ranges that stay true to what fans love while bringing something genuinely new to the category.”

Just Play gets playful JUST PLAY uksales@justplayproducts.com Just Play is putting significant marketing support behind its portfolio for the last quarter, with a mix of television, digital, social, cinema and influencer activity designed to keep its key brands front of mind. furReal will be a major focus, following continued growth since joining the Just Play portfolio in 2024. New for 2026, Snuggles the Smiling Sloth and Gabby the Grow & Roar Tiger will take centre stage, with Gabby transforming from a tiny cub into a fully-fledged roaring tiger.

Marketing will begin early in the season with in-store activity, influencer coverage and a Big Christmas Press Show appearance, followed by television and pre-roll advertising running from August through November. A six-week cinema campaign will provide additional visibility among family audiences.

Sesame Street Tickle Me Elmo Giggle Max Interactive Plush will also receive heavyweight support. The biggest and tickliest Elmo yet will benefit from cinema advertising, TikTok and Meta activity, celebrity influencer activity and specialist

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media boxes designed to generate excitement around the product.

Just Play’s Happy Haul surprise unboxing collection will continue its momentum with the launch of Series 2. Peerto-peer unboxing content and TikTok activity will target Gen Z and Alpha audiences during key seasonal drops.

Meanwhile, new interactive robot toy emotoBot will be supported across Disney+, YouTube, Meta and gaming pre-roll throughout the autumn.

With activity spanning multiple platforms and audiences, Just Play is ensuring its key brands are firmly on retailers’ and consumers’ Christmas wish lists.

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FEATURE Q4 RANGES

Warming up Winter WARMIES 01933 679 777 | myorder@warmies.world | warmies.world Warmies is bringing warmth, comfort and personality to the seasonal shopping period with a collection spanning Halloween, Christmas and everyday self-care. For retailers, the breadth of the range provides opportunities to build seasonal displays while also appealing to customers looking for distinctive gifts for different ages and occasions.

The new Scary Cute collection gives plush gifting an alternative twist, combining dark colours, soft fabrics and embroidered details with Warmies’ signature comfort.

Characters including the Panda, Bat, Axolotl, Cat, Fox and Bear bring a gothicinspired aesthetic to the range, helping

retailers target teens and adults looking for something different from traditional Halloween gifting.

The Halloween offer is further strengthened by new designs including the Day of the Dead Cat, Grim Reaper, Crow, Owl and Pumpkin Man, alongside established favourites such as the Black Bat, Skeleton and Spider. The combination of cuddly, heatable and chillable products provides plenty of choice for seasonal merchandising.

Christmas then takes centre stage, with new plush characters including the Christmas Tree, Bauble and Christmas Highland Cow, alongside returning favourites such as the Marshmallow

Reindeer, Elves and Christmas Pudding. These lend themselves particularly well to stockingfiller and impulse-gifting displays.

Beyond plush, Warmies also offers microwavable slippers, neck wraps, Hot Paks and Lunes, extending the brand into self-care and wellness gifting.

For retailers, this broad Q4 proposition means Warmies can move seamlessly from Halloween into Christmas while retaining its relevance for birthdays and everyday gifting. .

Tis the season for festive puppets THE PUPPET COMPANY 01462 446040 | info@thepuppetcompany.com | thepuppetcompany.com The fourth quarter provides plenty of opportunities for retailers to bring character and imagination to their Christmas and Halloween displays, and The Puppet Company has more than 800 products to choose from.

Seasonal ranges include familiar favourites such as witches, vampires, pumpkins, Christmas trees, reindeers, elves and Father Christmas, with products designed to encourage imaginative play and storytelling.

The Puppet Company’s Halloween and Christmas Seasonal Finger Puppet decorations offer a particularly versatile option.

For children who prefer something a little larger, the Eco Sockettes range combines colourful character designs with recycled materials. New festive additions include Santa, a friendly Reindeer and a jolly Snowman, joining Halloween characters such as Wilma the Witch, Squelch the Swamp Monster and the mystical Wizard.

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toysnplaythings.media

ASK THE

EXPERTS

Maximising media in Q4 Tristan Brooks, Managing Director of kids and parents specialist media agency Storytime Media, shares his insight into making media impactful, where AI works – and doesn’t – and his early pick for the best toy campaign of 2026

“

There’s definitely a lot of scrutiny over media budgets, which is understandable based on the pressures marketeers face to show immediate returns

“

Where are the biggest opportunities to reach consumers?

Advertisers are increasingly spending in the same platforms as their competition (think of the ad clutter in social media). If your brand shows up somewhere away from the crowd, you stand a better the chance of being remembered.

Cinema and out of home advertising can often be overlooked, but these media have the opportunity to grab your audience’s attention for longer than a doom scroll.

Don’t just follow the crowd; do something fun and engaging, away from the competition.

Are media budget under even more pressure this year?

There’s definitely a lot of scrutiny over media budgets, which is understandable based on the pressures marketeers face to show immediate returns, especially with retailers breathing down their necks the minute the campaign launches!

We support our clients by

Playmobil’s The Art of Storytelling campaign

analysing the media and creative performance from launch. By setting up what benchmarks the campaign will be measured against and what success looks like, we can agree what’s working or not and make faster, better-informed decisions.

Is brand building still essential for long term success?

In this category I would say building fandoms is essential to building successful brands in the long term.

Without an invested fanbase, it will be very hard for any brand to grow if no one is invested in the brand.

Brands need to constantly evolve, building new partnerships along the way to remain relevant, as the cultural environment they exist in evolves too.

Think Jellycat tapping into Wimbledon with cute and well executed social ads, Squishmallows moving from Happy Meals into film, and Lego’s ‘Everyone Wants a Piece’ World Cup campaign. These brands are constantly bringing new and exciting content and activations that add real value for fans and are talked about.

What are the fastest growing platforms?

Social media has been the fastest growing paid media platform and now leads total investment of all media.

Social media ad spend increased by 70 per cent from 2024 to 2025 (AdIntel 2026) and now represents 42 per cent of all category spend. This has made it increasingly hard for brands and products to standout, especially across Q4. Advertisers really need to make sure they have a solid social media calendar in place and enough creative to follow what’s working. It’s getting harder than ever to predict which

What’s been your standout toy ad campaign of 2026?

For me, I love Playmobil’s ‘The Art of Storytelling’ campaign. Such a well-loved brand that has been challenged over the years, as kids replace role playing with toys with screen time. The campaign’s directness in its messaging to parents, not just highlighting the problem but also giving them the resources and support to make the change in behaviour is well executed. The messaging should resonate more than ever with the upcoming under-16’s social media ban.

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assets will perform, so preparation and creative scale is key to success!

What media changes are you seeing across the industry?

We’re now starting to see brands experimenting and integrating AI creative into ad campaigns. This is in the early stages and we’re now seeing both benefits and pitfalls, especially on platforms where consumers can comment! Gen Alpha can be particularly vocal about AI advertising, especially if it’s not labelled and may come inauthentic.

I’d be remiss not to mention the upcoming kids’ social media ban in spring 2027. This will obviously have significant implications, especially for how toy companies approach marketing to child audiences in TikTok, Instagram and YouTube.

There’s only the Australian legislation model to reference currently and grey areas in the detail that will need clearly defining hopefully soon.

Watch this space!

Is AI driving smarter media choices?

Not necessarily smarter choices but it definitely helps shorten and enhance the media and creative planning process. The human needs to be very much front and centre. AI can guide but is not the master. It’s critical we don’t underplay human expertise and knowledge in the process.

What would be your number one piece of advice for toy companies chasing reach?

Don’t chase reach at the expense of achieving an effective frequency.

This means the number of times your advertising is seen by your audience.

Better to be seen several times by the right audience rather than once by everyone!

Contact: Storytime Media tristan@storytimemedia.co.uk

TRENDS

Circana: Global toy sales soar in 2026 The toy aisle is thriving across the globe. But while there’s strong growth across all Circana’s tracked markets, the driving forces sending toy sales soaring differ significantly by territory Global toy sales grew 9.5 per cent year on year in the 12 months ending June 2026, according to Circana’s latest tracking figures.

Growth accelerated in the past six months, with yearon-year value sales up 14 per cent in the first half of 2026 (January-June).

But Circana’s analysts say regional preferences across North America, Latin America (LATAM), Europe, and Asia-Pacific (APAC) are creating differentiated growth paths and unique opportunities for manufacturers, licensors, and retailers.

“While the global toy industry remains united by consumer passion for play, today’s market is also defined by local dynamics,” said Frédérique Tutt, Global Toys Industry Advisor at Circana. “Succeeding in the toy market requires an understanding not only of what is trending globally, but how category preferences, licensing, seasonality, and fandom vary by region.”

Across Europe, toy demand continues to benefit from strong family spending patterns and established category leadership. Europe’s consumers continue to show consistent engagement, with the secondhighest annual spend per child under 10-years-old globally at approximately $240 in 2025. The region also reflects broader global trends toward collectibles, gaming-related products, and fandom-driven purchasing behavior, creating opportunities for brands with strong intellectual property portfolios and multigenerational appeal.

In North America, licensed entertainment properties remain among the most influential drivers of toy spending. Trading card games, collectibles, and franchisedriven purchases continue to create strong opportunities for

SEPTEMBER 2026

“in theSucceeding toy

market requires an understanding not only of what is trending globally, but how category preferences, licensing, seasonality, and fandom vary by region

”

Frédérique Tutt, Global Toys Industry Advisor, Circana

manufacturers seeking to build long-term fan engagement. The region’s mature retail landscape continues to reward brands that can connect physical products with broader entertainment experiences, reinforcing the importance of intellectual property as a key growth engine.

Australia is also showing strong momentum, with Circana reporting toy value sales rising 13 per cent in the first half of 2026. Unit sales increased 7 per cent, while average selling prices rose 6 per cent, with eight of the country’s 11 toy supercategories recording growth.

Games & Puzzles and Building Sets together accounted for 70 per cent of supercategory gains in Australia, while Strategic Trading Card Games were the biggest dollar- and unitgaining subclass. Fandom remains a major driver, with Pokémon being Australia’s top-performing property throughout the first half of the year, supported by its 30th anniversary. Licensed toys grew 16 per cent, accounting for 40 per cent of total toy spend, with FIFA, Toy Story and One Piece among the licences adding the most value.

LATAM continues to emerge as one of the toy industry’s most dynamic growth regions, outpacing Europe’s market growth. The territory is being driven by a unique mix of category preferences that differ notably from broader global trends and continue to evolve as the market develops. Dolls are the region’s largest supercategory by value sales, contrasting with North America, where Games and Puzzles lead, and Europe,

where Building Sets rank as the top supercategory.

The LATAM region also exhibits unique seasonality. December accounts for 32 per cent of annual toy sales in the region, climbing even higher in Chile and Peru – a significantly higher concentration than any other region. While the holiday period remains critical, the market’s continued expansion also presents opportunities for manufacturers and retailers to build year-round engagement through licensing, collectibles, and emerging play trends.

The APAC toy market continues to demonstrate strong long-term potential as consumer spending and engagement with play increase. According to Circana’s Global Toy Report, Asia and Oceania are the fastest growing regions for toy sales, and Asia recorded the highest increase in toy spend per child in 2025.

“Developing markets, such as those in Latin America and Asia, offer manufacturers the chance not just to participate in growth, but to shape it,” added Frédérique. “Companies that identify emerging trends early and adapt to local consumer preferences have an opportunity to establish a strong

foothold, build lasting brand affinity, and become category leaders, serving consumers in ways that are relevant, authentic, and differentiated.”

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EAR B N E D L O G S R TN P TOY TE STE The Toy: Hankman arry (10) and Joe The Toy Testers: H d dad James (8), mum Suzie an

Hank’s a million Golden Bear’s Hankman is a magnetic twist on the timeless word-guessing game that kids and adults love. This month a whole family of Toy Testers, Harry (10), Joe (8), mum Suzie and dad James gathered round one evening to put their lexicon to the test What were your first impressions Harry and Joe? Harry: “I was giggling the whole time and I didn’t care about winning or losing. Even Dad didn’t mind because he was laughing too.”

Joe: “I just loved playing with Hank – he’s such fun!”

And what about you Mum and Dad? Suzie: “What’s fantastic, is that it’s an easy-toset-up board game that absolutely anyone can

38

play. It’s so simple, easy to learn, and keeps Would you play Hankman again? everyone (and ages) engaged as you try to Harry, Joe, Suzie and James: “Oh yes, guess the mystery word before Hank falls. You definitely!” can’t help but get competitive and want to keep playing.”

Would you recommend the game?

James: “We found it to be a great family game.

Suzie: “It’s a great family game, It’s perfect for some secret spelling practice for gets us all together and beats just reluctant school kids. Not using pen and that we did much spelling paper, so it’s “It’s not just the fun we all practice on account of all definitely one I’d had, it really does help wi our giggling and stuff.” recommend.” th James: “I have the boys’ spelling” What makes the game so to say it’s not just much fun? the fun we all Harry: “Hank. We were trying to beat dad and had, it really does help with the boys’ mum and although I spelt some fun words spelling. I was not impressed by Harry (can’t tell you what they were) it was great and Joe’s extensive range of naughty trying to distract dad and give Hank a wobble words but we will definitely be playing and worse!” again as we had a lot of fun. An easyJoe: “Yeah, Hank. Oh, and dad and mum to-recommend game and something laughing with us.”

I know I can grab as a party gift that Suzie: “Easy – we were all playing together everyone can enjoy.” and that can be so rare in these days of mobile Harry: “Can we just play again now?” phones and computer games. We play a lot of Joe: “Yes, can we keep playing?” games and so this really was one to add into the mix.”

CONTACT GOLDEN BEAR James: “I was able to win and I actually won, 01952 608 308 | goldenbeartoys.com even though I had to protect Hank from the family rebels.”

toysnplaythings.media

SPOTLIGHT

SHOUT ABOUT! Breaking into the realm of social commerce requires time, investment and expertise.

Enter Shout About!, the new social commerce infrastructure on a mission to help the toy and family entertainment industry build their communities faster, cheaper, together

! t u o b a g n i t u o h s Worth

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“

The toy industry told us they need to find a way to make this work; this is that way

“

There’s no question that social commerce is the next big shift in retail, with TikTok Shop and competitors such as Ebay’s revamped live selling platform currently leading the way. The real question for toy companies is how best to approach social commerce: where to start, how to grow, how much or little to invest when capex is tight and, most importantly, how to deliver a return sooner rather than later.

Shout About! is the toy and family entertainment industry’s new social commerce infrastructure on a mission to answer those questions. Founded by four senior toy and licensing industry leaders, including Nic Jones, Founding Partner of Shout About!, and Simon Cox, Founding Partner of Shout About! and AMS Next gen, the team is inviting a small number of UK toy companies to become launch partners ahead of its Q4 go-to-market.

Combining a TikTok Shop presence with a Shopify-powered consumer marketplace at shoutabout.shop, the platform gives toy brands a turnkey route into social commerce, backed by a proprietary operating system that captures first-party purchaser data on every sale and shares it straight back to suppliers in real time.

Ultimately the aim is to remove the early experimental – potentially costly – phase from the equation.

“As far as newbies are concerned, it’s a way to understand how social shopping works at low investment. The toy industry told us they need to find a way to make this work; this is that way,” Nic says.

But this isn’t just for those companies that are yet to fully take the plunge. Suppliers already

Nic Jones, Founding Partner, Shout About!

engaging in the space can scale faster through Shout About!’s infrastructure, leveraging a technology partner and media agency.

“For those already establishing themselves, we provide continuity and the opportunity to further grow their communities into new audiences,” Nic explains. “Our logic is that a sale is a sale wherever it happens, and if we can help build new opportunities that’s our job done.

“We have a partnership with a specialist agency, who are responsible for all planning, buying and scheduling, to help us build presence and awareness and drive sales, which is the single-minded objective here. Our suppliers don’t need to know a thing, they will just be required to turn up for an on-boarding session and supply the samples!”

That infrastructure also allows toy suppliers to capture and dig deeper into the data, which is often obfuscated or difficult to export from on-platform dashboards.

“For both types of customers, we will help them to have a deeper relationship with their customer base,” Simon says.

“We will help them build their own communities within the Shout About! ecosystem and share a wealth of firstparty data. The team has such great experience that we are confident we will supply the sales numbers that our customers will be looking for.”

Shout About! will also leverage the toy industry as a community, compounding

the impact by aggregating awareness. In a nutshell, it is strength in numbers and a multiplying force that will get suppliers growing quicker than going it alone, and with far lower outlay.

“Breaking into something new like this will certainly eat up precious resource that most toy company’s just don’t have,” says Nic. “Shout About! is designed specifically for this. Surely it’s better to build something together than for us all to try and do it alone. Some brands will ultimately find a way to branch off on their own, but they will still be part of the community because the link with us will already have been established.”

Through AMS Next gen, Simon is also working with ITV on a rare, high-impact advertising partnership designed exclusively for toy brands aiming to capture family audiences ahead of the critical Christmas shopping season.

This limited opportunity allows up to nine select advertisers to combine authentic product testing integrated into ITV’s daytime schedule with bespoke, high-production value commercial content produced directly

by ITV’s in-house creative teams.

“What I want Shout About! and Next gen to do is share knowledge and aggregate costs out across the industry to give each individual client more bang for their buck,” Simon adds.

“Entry costs to Shout About!, and also the initiative with ITV and Next gen, are as low as they can be because of the aggregation of hard costs across a number of businesses.” To learn more, contact nic@shoutabout.shop

TOY FAIR UNIVERSITY 2027

Bring your perspective to

Toy Fair University 2027 The US Toy Fair is a key meeting point for the international toy trade, where ideas and knowledge from across the industry are shared. The Toy Association’s Jennifer Lynch explores why you should consider sharing your insights, expertise, and local perspectives at Toy Fair University 2027 The toy industry is global, and many of the forces shaping its future vary from one market to the next.

From changing consumer behaviors and emerging technologies to licensing, retail, sustainability, play trends, and new approaches to product development, there is no shortage of ideas transforming the business of play.

Toy Fair University offers an opportunity to bring those perspectives to an international stage.

The Toy Association is inviting thought leaders from across the global toy and play community to submit presentation proposals for Toy Fair University at Toy Fair 2027, taking place February 20 to 23 at the Javits Center in New York City. Toy brands, retailers, licensors, agencies, researchers, consultants, and other industry experts are encouraged to share unique perspectives and actionable insights that can help toy professionals better understand where the industry is headed.

For international companies in particular, Toy Fair University is an opportunity to bring insights from their home markets into a broader conversation. [sub head] Turning local expertise into global conversation Toy Fair brings together toy professionals from around the world, making Toy Fair University a natural forum for ideas that cross borders.

For a retailer, this may include sharing how shoppers are discovering products differently in a particular region. A licensor could examine how fandom or entertainment properties translate across markets. An agency might bring new consumer research or insights into changing media habits.

A manufacturer could explore lessons learned from developing products for different cultures, age groups, or play patterns.

The goal is not just to showcase

SEPTEMBER 2026

“FairToybrings

together toy professionals from around the world, making Toy Fair University a natural forum for ideas that cross borders

”

Jennifer Lynch, The Toy Association

what a company does, but to use that experience as a starting point for a larger conversation. Presentations that offer practical takeaways, original research, fresh thinking, or a viewpoint grounded in real-world experience can give attendees something they can bring back to their own businesses. [sub head] What makes a strong Toy Fair University topic?

The breadth of programming at Toy Fair 2026 offers plenty of inspiration for attendees. In 2025, more than 30 educational sessions led by nearly 90 industry experts explored topics ranging from IP issues and product licensing to R&D, consumer trends, retail strategies, and the changing ways children play.

For example, “IP in the Toy Industry” addressed an issue relevant to companies looking to protect their brands in an increasingly global marketplace; “Beyond Entertainment: Designing Toys to Meet the Growing Demand for Skill, Creative and Social Play” examined evolving expectations around play for families; and “Your Guide to Licensing and Collaborations with the Key Players in the Toy Industry” explored opportunities to build partnerships and

extend brands.

“Together, these sessions demonstrate that a strong proposal does not need to predict the future of the entire toy business,” said Kimberly Carcone, Executive Vice President of Global Experiences at The Toy Association. “In fact, some of the most useful industry conversations begin with a focused area of expertise and a fresh perspective that attendees may not encounter elsewhere.”

For prospective 2027 presenters, this could mean sharing insights into a consumer shift taking shape in a particular market, examining how cultural differences are influencing play and purchasing, unpacking a successful licensing or retail strategy, exploring how new technology is changing the way products are developed or marketed, or presenting research that sheds new light on kids, families, and consumers.

“The strongest proposals should ultimately answer a simple question: What do you know, see, or understand that could help the global toy community think differently or make smarter decisions?” added Carcone.

For 2027, the next group of voices has an opportunity to add to that conversation.

Get involved at Toy Fair 2027 Toy Fair 2027 takes place February 20-23 at the Javits Center in New York City. Toy industry thought leaders interested in presenting at Toy Fair University are encouraged to submit proposals during the 2027 Call for Presentations. Visit toyassociation.org/tf/toyfair/at-toyfair/university.aspx for more information or contact The Toy Association’s Jackie Retzer, Senior Director of Event Management at jretzer@toyassociation.org 41

PREVIEW LA SHOW

What? LA Fall Previews | When? 14-15 September 2026 | Where? El Segundo, Los Angeles

California soul The LA Fall Previews have grown even bigger for 2026, with companies from around the world setting up showrooms in the US Toy Association’s newly built The Toy Building in the heart of El Segundo Designed by toy people for toy people, The Toy Building by The Toy Association has become the beating heart of the LA Fall Previews, which sees the international toy community decamp to the US West Coast for two weeks of toy previews, planning and dealmaking.

Taking place 14-25 September, LA Fall Previews is not a traditional toy fair, but a meeting of minds, products and people. With other industry leaders already located in California’s El Segundo, showrooms are open for a fortnight, giving buyers and distributors a significant window to visit.

“It is not a trade show; it’s a solution for companies that want to be present in Los Angeles during this critical window, where buyers and sellers meet directly in showrooms and meeting spaces, often in a quieter setting,” explains Kim Carcone, EVP, Global Experiences, The Toy Association.

Officially opened during last year’s previews, The Toy Building was developed as a central “campus” to focus the to give companies of all sizes the opportunity to participate.

And participate they are. LA Previews has become a must-attend for suppliers and retailers around the world – and it looks set to expand

42

“

further in the years ahead.

“The opportunities are only going to grow,” says Kim. “For Beyond tenants, being present in the the meetings Toy Building puts you right themselves, where the buyers are already there’s also the planning to be. For buyers, the spirit of being advantage is the convenience part of the of meeting multiple companies industry when in one concentrated trip, all in a it gathers in Los professional environment that Angeles makes doing business seamless.

“And beyond the meetings Kim Carcone, themselves, there’s also the EVP, Global spirit of being part of the industry Experiences, The when it gathers in Los Angeles,” Toy Association she adds. “Those casual collisions in hallways that lead to meaningful conversations and the relationships that get strengthened — all of those moments matter. Looking ahead, 2026 will be an even bigger and more exciting year (stay tuned for announcements!), and we encourage everyone to be part of it!”

This year, the US Toy Association has organised a packed calendar of content and extra curricular networking events to keep ideas and business flowing beyond the showrooms. The previews kick off with a Member Forum and State of the Association address

”

from Toy Association President & CEO Greg Ahearn, alongside other senior leadership.

Industry tracker Circana will also be in town to share the latest insights into the local market on Tuesday 15 September in its State of the U.S. Toy Industry presentation. Analysts will present an overview of the current US toy market, including spending trends, evolving consumer preferences, emerging categories, and the key forces shaping the industry.

The Toy Foundation’s Golf & Give FUNdraiser tees off at Topgolf El Segundo on Wednesday 16 September, and the Women in Toys, Licensing and Entertainment’s 2026 Wonder Women Awards takes place that same evening at Paramount Pictures in Hollywood from 6:30pm.

Other highlights include the X Tracks Licensing Summit at The Toy Building, 101 Continental Boulevard on Tuesday 22 September, followed by chow and chat at The Toy Association’s In-NOut Networking Night that evening.

The events close out the previews on Wednesday 23 September with the Main Street Play Date — a toy night in El Downtown El Segundo with pizza, beer and soft serve.

33 toysnplaythings.media

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PREVIEW LA SHOW

Prime destination BLADEZ TOYZ

charlotte@bladeztoyz.co.uk bladeztoyz.com

Showroom: Suite 1024, The Toy Association Building, 101 Continental Boulevard Bladez Toyz is heading back to LA for a second year, this time with a brand-new home in the Toy Association Building.

Following recent licensing deals with Universal and Hasbro, the company is bringing its biggest licensed offering yet to the LA Showroom, with an exciting mix of new Arts & Crafts, Maker Kitz, RC and preschool launches set to take centre stage.

Leading the offering will be new arts and crafts ranges for Shrek, Minions, Peppa Pig and Transformers, adding even more well-known properties to the Bladez Toyz portfolio. For the growing kidult market, the new Transformers Maker Kitz collection brings some of the franchise’s most iconic characters to life in a unique build-and-display format.

The standout Make Your Own Helmet allows fans to construct their very own Optimus Prime helmet, made from sustainable materials and measuring an impressive 30cm tall once built. It can

“

Leading the offering will be new arts and crafts ranges for Shrek, Minions, Peppa Pig and Transformers

”

be worn or proudly displayed on the included stand. Also packing a punch are the innovative Build & Pose Figure Kits, allowing fans to construct 36cm tall Optimus Prime and Megatron from tough foamboard before using the 12 points of articulation to create their ultimate display pose.

Taking things to the next level, the Mega 1.75m Make Your Own Optimus Prime Mega Statue is a true showstopper, complete with iconic LED light-up eyes. At the other end of the scale, a collectible range of Chibi-style Make Your Own Kits offers pocket-money-friendly Transformer fun, rounding out a collection with something for fans of all ages.

Following a sneak peek for retailers in Nuremberg earlier this year, the bestselling RC Inflatables will be officially launched ahead of their highly anticipated return in 2027. The new AirTopz RC Inflatable range will feature fan favourites Minions and Peppa Pig, alongside Shrek and Donkey, timed to coincide with the release of the fifth Shrek film next year.

With a standout presence on shelf and packed with big-kid appeal, the range is set to be one to watch!

The Bladez Toyz preschool portfolio is also expanding,

with exciting new additions to the SwopTrax Motorised Track Playsets.

Following the success of Thomas & Friends, the range will welcome a Gabby’s Dollhouse set, featuring Gabby and Pandy Paws whizzing around the track, alongside a Jurassic World Explorers set starring the iconic Jurassic Park tour vehicle. With more than 50 possible track combinations, SwopTrax encourages problem-solving, creativity and dexterity, while delivering plenty of hands-on fun. These new additions join existing Blocks Universe, Hot Wheels and BatWheels sets, further building the SwopTrax world.

With more licences, more innovation and more exciting launches than ever before, Bladez Toyz is bringing a truly diverse line-up to LA. From the bestselling Hot Wheels Maker Kitz and world-beating Batman RC collection to the latest launches across Arts & Crafts, Kidult and preschool, there really is something for everyone.

Don’t Miss!

Launching for SS27, the brand-new Play-Doh Maker Kitz range combines the tactile, creative fun of PlayDoh with the sturdy card construction that Maker Kitz is known for. With price points from pocket money up, children and families can build and decorate their own Cactus, Robot, Vegetable Garden, Aquarium or Games Controller, using the included Play-Doh to bring each creation to life.

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toysnplaythings.media

Brand-new showroom WILTON BRADLEY

01626 835400 | sales@wiltonbradley.co.uk | www.wiltonbradley.com

Showroom: Suite 870, 1960 E. Grand Ave, El Segundo CA, 90245 Wilton Bradley is opening the doors to its new LA showroom this year, giving customers and partners a fantastic opportunity to experience products in person, get hands-on with the latest ranges and meet the Wilton Bradley team.

Products on show include the Xootz Snootz range. Created with curious toddlers in mind, each Snootz character has its own unique look and cheeky personality, making them much more than just a ride-on. Showroom visitors can meet all four cheeky characters, experience their playful features first-hand and discover why they’re already making an impression with families and retailers alike.

Other highlights include the latest from Toyrific, Mavrix, and Dayak brands.

“We’re looking forward to welcoming visitors and bringing the Wilton Bradley experience to the US,” says the team.

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

Showroom: Suite 850, 1960 E. Grand Ave, El Segundo, CA 90245 Character Options’ LA adventure continues in 2026 as its showroom doors open to retailers and distribution partners from across the globe.

Not to be missed will be Giftie Badge Maker. This innovation allows kids to design and make fun, colourful, quality button badges to accessorise their bags, jackets and more. Already launched in UK and some European territories, it has a play pattern that translates and appeals to a global market. The next innovation for the Giftie range will also be unveiled… The Giftie Bracelet Maker. With this fun new line kids can create customised square picture beads of any design using the Giftie App. Completely new and ready to unveil in LA will be a brandnew look for the ChillFactor brand. This Character IP has been going strong for almost a decade, but in 2027 the ChillFactor cup will have a complete aesthetic upgrade - more modern, more premium, more now. Despite the upgrade the premise remains, and the core technology is unchanged.

The MagMiMi brand has taken the collectable-wearable market by storm and visitors to the Character Options will be treated to a display of all that’s coming for Spring.

Licensing lead MagMiMi characters are underway for series 2 - top properties of the coming year.

Explore the future CRAFT BUDDY

0203 417 6565 trade@craftbuddyltd.co.uk craftbuddyltd.co.uk

Showroom: Suite 810 1960 E. Grand Ave, El Segundo CA, 90245 Craft Buddy is inviting retailers and licensing partners to an exclusive preview of its Spring/Summer 2027 collection, offering an early opportunity to discover the company’s latest licences, product launches and category expansions before they are unveiled to the wider market.

The appointments will provide visitors with a first look at the products and partnerships set to shape the company’s SS27 range.

Designed as a hands-on showcase, the previews will feature never-before-seen collections spanning Craft Buddy’s expanding portfolio, including new upcoming licensed ranges, original product concepts and the latest developments across its award-winning Crystal Art®, Folio and Li’l Worlds™ brands.

Retail partners will also gain insight into forthcoming category opportunities, seasonal launches and merchandising plans, helping them prepare for Spring/Summer 2027 with exclusive access to products ahead of their official unveiling, including first looks at licences such as, Hatume Miku and Universal.

The preview programme continues Craft Buddy’s commitment to working closely with retailers, offering dedicated appointments to explore new ranges, discuss ranging opportunities and plan future launches.

SEPTEMBER 2026

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SHOW PREVIEW

BRAND LICENSING EUROPE

Where brands come alive

What? Brand Licensing Europe When? 6-8 October 2026 Where? Excel London Visit: brandlicensing.eu

We caught up with BLE Event Director Ella Haynes ahead of this year’s licensing showcase to learn what’s unmissable for visitors from the toy industry, and how kidult is shaping licensing

Ella Haynes

Last year was another recordbreaking BLE for both visitor and exhibitor figures, at a time when not every trade show is firing on all cylinders. Are expectations for 2026 even higher?

BLE 2025 was a fantastic event for us. There was a real sense of energy across the show, and we achieved our biggest ever attendee numbers from France, Germany, Italy and Spain. Naturally we want to build on that this October. Success isn’t just about getting more people through the doors, of course, it’s about making sure the right quality of people are there; that they’re having productive conversations and leave feeling the time they invested in BLE will make a genuine difference to their business and their own professional development.

We’ve seen amazing growth in confirmed exhibitors, with 266 already signed up, existing exhibitors taking

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“

There’s a huge amount for the toy community this year because licensed toys continue to outperform the wider market

”

more space and plenty of new names coming into the show. That includes Market Plush, a Spanish toy brand and manufacturer, which is a great example of the breadth we’re continuing to add.

We’re also increasing the footprint of the show, so from an exhibitor perspective 2026 will be our biggest BLE yet.

That growth reflects what’s happening in licensing more broadly. The latest Licensing International study (released in May) valued global sales of licensed merchandise and services at $389.8bn, up 5.45 per cent YoY, with toys among the categories contributing to that growth and it was great to see Circana’s most recent stats highlight a 9.5 per cent increase in global toy sales over the last 12 months. So, there’s clearly confidence in the market and an appetite for collaboration.

Last year you told us that there was a multi-year plan in place to shift the show forward and better reflect the direction licensing is heading. What progress have you made on that front and how does that materialise at this year’s event?

That’s right – and it needs to be a longterm vision because the industry itself

keeps moving. One of the biggest changes we’ve seen is the breadth of businesses now involved in licensing conversations and the geographical spread, too – we’re seeing a lot more activity in countries across Easten Europe, Scandinavia and the Middle East.

To reflect this, BLE has been looking at everything from the mix of people and businesses we bring into the show to the content we programme, the networking opportunities we provide and how easy it is for people to find the partners they need. That’s led to the introduction of the Networking Hub, licensee and service provide pavilions, new features on our online Event Planner and the introduction of the Networking, Explorer and Service Provider passes.

We’ve also moved away from theming BLE. Licensing is simply too broad for that now. Instead, our content and exhibitor strategy allows us to be more inclusive and explore several areas of growth at the same time – whether that’s toys and kidult, sport, food and beverage, fashion, museums and heritage, sport or gaming.

And the European piece is a big part

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of the longer-term plan too. We made a concerted effort last year to grow the ‘E’ in BLE and that delivered our largest European audience to date. This year we’re pushing that further through the exhibitors, IP and content on show.

Tell us what we need to know about pre-show and how visitors can make the most of their visit?

The main thing we’re trying to do is give people more choice over how they experience BLE. Everyone comes to the show with slightly different objectives, so it makes sense that their pre-show planning should reflect that.

The standard pass remains free until 5 October, but attendees can purchase optional add-ons for those looking for building connections or networking. The Explorer Pass gives access to Licensing Unlocked, our digital education platform, while the Networking Pass gives visitors additional credits within the online Event Planner so they can reach a broader range of brands and arrange more meetings at the show.

The Event Planner itself has developed considerably. This year it combines AI technology with a dedicated human concierge team to help attendees strategically plan their BLE experience and maximise their time at the event.

For toy companies in particular, I think that preparation is incredibly valuable because BLE is a big show and the opportunities can come from unexpected places. You might arrive wanting to meet entertainment brands, for example, but discover an opportunity in sport, gaming, food and beverage or a heritage property that could translate brilliantly into toys or collectibles.

My number one piece of advice is simply to register early and spend some time on your profile. Be very clear about the categories, brands, territories and types of partners you want to meet. The better the information you put in, the more useful the Event Planner becomes and the more focused your three days at BLE can be.

Licensing has largely moved away from traditional rights agreement deals, towards collaborative campaigns blending retail, manufacturing and IP owners. How does this year’s show reflect that?

I think that shift is one of the most interesting things happening in licensing at the moment. The strongest partnerships tend to happen when everyone involved understands the opportunity from the beginning rather than working sequentially.

Retail has become a much bigger part of that conversation. Retailers aren’t simply waiting for finished licensed products to arrive anymore; many want to be involved much earlier, sharing their knowledge of the consumer, spotting opportunities and working directly with brands and manufacturers to create something distinctive.

You’ll see that reflected in our content this year, including conversations bringing together businesses such as Carrefour, Jazwares and Sun City on one panel. Those are exactly the kinds of perspectives we want on stage because they show what collaboration looks like in practice, rather than just talking about it theoretically.

It’s reflected on the show floor, too. One of BLE’s strengths is that you have entertainment brands alongside gaming, sport, museums, heritage, food and beverage and fashion, with retailers, manufacturers and licensees moving between them. That cross-pollination is really important.

For the toy industry especially, some of the most interesting opportunities may not come from the obvious ‘toy’ conversations. A sports property, a museum brand, a video game or a food brand might be the starting point for the next collectible, construction range, plush line or family product. BLE creates the environment for those different worlds to meet.

What are some show highlights specifically for visitors from the toy industry, whether retailers, suppliers, manufacturers or even designers?

There’s a huge amount for the toy community this year because licensed toys continue to outperform the wider market, making BLE one of the best places to discover the brands and trends shaping future ranges.

Visitors will find established entertainment and gaming IP alongside emerging opportunities from sport, museums and heritage, food and beverage, and fashion, as well as brands

“

We’ve also moved away from theming BLE. Licensing is simply too broad for that now

”

such as Pop Mart and MINISO, reflecting the continued growth of collectibles and the kidult market.

Beyond the show floor, the content programme explores the consumer and retail trends driving licensing, while BLE gives retailers, manufacturers and designers the opportunity to start conversations 12 to 24 months before products reach shelves. For me, that’s one of the biggest reasons for the toy industry to attend. It isn’t simply about seeing what is already successful; it’s about getting early access to brands, partners and the cultural trends that could influence the next couple of years.

Kidult is driving the toy market this year – and that’s also a big trend across licensing categories. Is BLE 2026 a must-attend for keeping on top of this growing market segment?

Definitely. What makes kidult particularly interesting is that it isn’t really one trend anymore. It brings together collectibles, fandom, nostalgia, gaming, anime and pop culture, design-led products and the desire adults have to buy things that give them a genuine emotional connection to a brand.

The numbers show how significant that has become: 76 per cent of adults bought a toy for themselves or another adult last year, and the kidult market is now worth £1.2bn and represents 31 per cent of total toy spend. Collectibles grew 12 per cent and now account for 17 per cent of spend and 22 per cent of toys sold.

The opportunity is broader than the statistics though, we’re seeing consumers carry their fandoms with them throughout their lives and increasingly share them across generations too. Star Wars, Barbie, Pokémon, Peanuts and many other longstanding brands can mean something to a child, a parent and a collector, but often for completely different reasons.

That creates fascinating possibilities for product development.

Register today Brand Licensing Europe takes place 6-8 October at Excel, London. Register before 5 October for a free visitor pass at:

brandlicensing.eu SEPTEMBER 2026

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SHOW PREVIEW

BRAND LICENSING EUROPE

Top dog

Bulldog Licensing bulldog-licensing.com

Stand A202

A darker path to Harmonie Lane Santoro

Bulldog Licensing, one of the licensing industry’s leading agencies, has announced its plans for BLE 2026, where stand A202 will be highlighting a selection of brands that are not only varied and distinctive but also leading names in their fields – with a strong presence across diverse media.

Brands on show include the much-loved entertainment and education property Sesame Street, preschool favourite BeddyByes, legendary darts brand Bullseye, the iconic comedy character Mr Bean, the much-loved kids’ crime-fighting show Totally Spies, the UK’s legendary Beano comic, enduringly successful children’s publishing brand That’s Not My… and trading card hit Match Attax.

020 8781 1100 | sales@santoro-london.com santorotrade.com

Stand E184 Santoro is set to showcase the breadth of its creative portfolio at BLE, with two distinctive worlds taking centre stage: the mysterious new chapter of Gorjuss and the colourful, optimistic world of Harmonie Lane.

Visitors will discover the darker side of Gorjuss, taking the brand back to its gothic roots and revealing an edgier, more mysterious expression of the much-loved world. Exploring gothic beauty and storytelling, the new direction draws on the more melancholy aesthetic that has always been part of Gorjuss’ DNA, while bringing a fresh perspective to the brand as it continues to celebrate beyond 15 years of imagination.

Moving from whimsical to mysterious, this latest evolution demonstrates the limitless possibilities of the Gorjuss universe, opening up new opportunities for the brand to meet current market trends while staying true to its distinctive identity.

Alongside this, Santoro will showcase Harmonie Lane, its vibrant new girl-focused brand built around friendship, creativity, music and self-expression. Featuring 10 unique characters, each with their own personalities, interests and styles, Harmonie Lane offers a refreshing and contemporary world designed to resonate with today’s generation that seek relatability and screen-free play.

Together, the two brands create a striking contrast on the Santoro stand – Gorjuss embracing mystery, nostalgia and gothic beauty, while Harmonie Lane brings colour, optimism and youthful energy. The juxtaposition showcases the versatility of Santoro’s storytelling capabilities and its ability to create distinctive worlds that appeal across different audiences and emotions.

Magical charm

The Carat Shop 01279 442528 info@thecaratshop.co.uk thecaratshop.co.uk

Stand C235 This year at BLE, The Carat Shop will be launching its brand-new interactive experience, the Harry Potter charm bar which The Carat Shop are excited to be bringing to retailers across the country.

The magical trunk design is filled with Harry Potter charms based on icons and characters from the films, and fans will be able to visit retailers to create their own unique charm bracelet. Visit stand C235 at BLE to make a complimentary charm bracelet and find out more about the Harry Potter charm bar.

The Carat Shop is also excited to discuss its process of creating the charm bar, and how it can create a bespoke charm bar and charm collection for your brand. This is a continuation of its pre-existing collection of licensed jewellery, accessories and gifts.

Also on show from The Carat Shop are current collections including Harry Potter, Hello Kitty, Miffy and seven football clubs, including the latest jewellery, accessory and gifts products, as well as the new Harry Potter Time Turner Advent Calendar.

With 20 years of experience creating bespoke products in the entertainment industry, The Carat Shop is also looking to showcase its capabilities to new brands. The team is excited to share its bespoke service, working collaboratively with brands to design and manufacture merchandise that they can trust to strengthen their brand identity, create exclusive lines and deliver products that their customers want.

Blast off

Rocket Licensing 020 7207 6241 | rocketlicensing.com

Stand A205 Rocket Licensing will be presenting the latest on all its brands including Dog Man, Dune and The Monsterverse, and SpudBros.

Rocket will also be sharing news of a busy year for Miffy, with new partners like Wild, Pelham, Yopp and Tom and

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collaborations such as Grind and Cutter & Squidge along with the launch of a new CGIanimated TV series.

SuperThings, a leading collectibles brand in which three feisty 11-year-olds battle to save Kaboom City from villains trying to conquer the SuperThings world, has inspired a movie, an animated series and a

successful toy range. An extensive licensing programme is now in development.

The Elf on the Shelf, from The Lumistella Company, continues to develop the magic and mystery of Santaverse. A strong UK licensing presence includes apparel, bedding, gifts, cards, confectionery and the fast-growing experiential category.

toysnplaythings.media

TREND AMIME

Craft the One Piece EPOCH MAKING TOYS 0843 557 4062 | customerservices@epochmakingtoys.com epochmakingtoys.com Epoch Making Toy’s new range of unique puzzles feature favourite characters and iconic scenes from a selection of the most popular anime properties including One Piece, Demon Slayer and Naruto Shippuden. Offing a premium experience for jigsaw enthusiasts, collectors and fans alike, some of the puzzles have super-small pieces that provide an extra challenge for older audiences, and others have decorative accessories which allow a 3D puzzle to be created. Each puzzle includes a special sealant enabling the finished artwork to be preserved and displayed once complete.

Launching for autumn are three Demon Slayer balancing games. Suitable for one to four players, they each come with three detailed collectible figures for play and display, as well as two crows. Place the figures carefully on the stage, being careful not to upset the balance and send them flying! Also available are three Naruto Shippuden balancing games depicting epic battles from the show, as well as Hokage Rock Survival, a tense and strategic board game where players must avoid getting caught in an explosion.

Aquabeads continues to strengthen its licensing offering too with the launch of its first anime skus. The One Piece Keychain Craft Kit comes with 800 beads to create Monkey D. Luffy and other keychains featuring the popular characters from the series. The One Piece Starter Craft Kit, includes 2,000 beads, enabling fans to make all 10 of the Straw Hat crew members plus iconic symbols from the show.

Anime play Global hits including One Piece, Dragon Ball Z and Jujutsu Kaisen have fuelled the growth of anime fandom around the world. Popular with kids and kidults, these multi-media IP are making waves across collectibles, arts and crafts, plush, play sets, role-play and more. Here, we take a look at just some of the hottest licensed anime lines on the market.

More than meets the eye ANCORY hello@ancory.co.uk | ancory.co.uk

Plush pals POSH PAWS 01268 567317 | sales@poshpawsinternational.co.uk poshpawsinternational.co.uk

Ancory has expanded its successful Yolopark Transformers portfolio with two highly anticipated launches designed to appeal to collectors, franchise fans and newcomers to model building.

If you’re looking for anime and manga plush, Transformers AMK Mini Series Wave 3 brings together a new Posh Paws’ Netflix live-action series selection of fan-favourite Autobots and Decepticons in a compact, and classic anime style One Piece highly collectable format. The latest wave includes Optimus Prime plushies are perfect for new and and Megatron inspired by Transformers: loyal fans to get Dark of the Moon, Orion Pax and their hands on Bumblebee from the IDW and there are universe, alongside classic many popular Generation 1 characters characters to Ironhide and Ratchet. choose from, Ancory has also including Chopper, introduced the Zoro, Luffy and Brook.

Transformers: Beast Wars AMK Series, featuring Optimus Primal and Dinobot Model Kits. The Optimus Primal and Dinobot kits capture the distinctive personalities and powerful designs of two of the series’ most iconic Maximals. Both models combine detailed sculpting, strong articulation and an engaging build experience, resulting in striking finished figures created for posing and display.

50

toysnplaythings.media

Anime classics SIMBA SMOBY UK sales@simbasmoby.com 01620 674 778

Anime heroes YUME yumetoys.com A key pillar of YuMe’s portfolio sits a powerful line-up of anime heroes including Jujutsu Kaisen, Solo Leveling and Kaiju No. 8, each supported by distinct, complementary formats.

Jujutsu Kaisen leads with depth, spanning Bobble Hero Series 2, Pocket Hero keychains and Cursed Energy DZNR plush, balancing desk-ready collectibles with premium soft formats. Solo Leveling is anchored by the Shadow Rising Hero Box, delivering dynamic, scene-based blind-box figures, supported by Bobble Hero Series 1 to broaden accessibility. Meanwhile, Kaiju No. 8 Combat Series Hero Box brings bold sculpting and high-energy poses into a compact, display-ready format. This is added to the earlier innovation brought to fans with the One Piece Barrel Capsule, which combined blind unboxing with strong licensed design to meet ongoing demand for discovery-led play.

Simba’s Jada portfolio is home to many an anime classic, including new blind bags and figures from One Piece and Street Fighter II to discover.

Ready to excite fans of the Japanese Manga series One Piece, streaming on Netflix, is an exciting new line up of One Piece figures. At an entry level, the Blind Bag NanoFigs have 13 1.65-inch die-cast characters to collect, each with the quality sculpt and paint execution which Nanofigs is known for. Added to these are the favourite 2.5” scale Metal Figures. Presented in handy CDUs of 12, the favourite characters of Luffy, Nami Zoro and Chopper are all included.

The classic figures from Streetfighter II are always a hit with fans eager to collect and display their revered heroes of the legendary game. This year, Jada brings T Hawk and E Honda to the arena as 1:12 scale figures with multiple points of articulation and alternate hands and heads, perfect to recreate that classic Streetfighter battle pose.

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SEPTEMBER 2026

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DON’T MISS… Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!

Product: Sensory sensations Company: Eduk8 Worldwide Phone: +44 (0)1661 831 080 Email: sales@eduk8worldwide. co.uk Web: eduk8worldwide.com

Product: Buttonbag Company: Bigjigs Toys Phone: +44 (0)1303 250400 Email: sales@big jigstoys.com Web: bigjigstoys.co.uk

Product: Carry ca se plays Co m p a n et y: Mighty Wheels Phone: +8 52 37412 86 Email: in fo@smart 7 zone-hk.c Web: mig om htywhee ls.com

Warriors uperthings Product: S Magicbox Company: 500 (0)1293 222 4 Phone: +4 -toys.co.uk ox b ic g a m s@ le sa : il Ema boxint.com Web: magic

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Product: Softi Company: Djeco Phone: +33 (0) 1 43 54 01 77 Email: info@djeco.com Web: djeco.com

Product: Toy Pony Jump Set Company: LeMieux Phone: 023 8081 4360 Email: info@lemieux.com Web: lemieux.com

Colourful Product: Sylvanian Families ies Ser e Bunny Costum Company:Epoch Making Toys Phone: 0208 049 137 7 .com Email: sales@epochmakingtoys Web: epochmakingtoys.com

Product: Fun Things To Do At Christmas Company: Pikkii Phone: 020 4574 2234 ar Product: Kidi Guitar Superst ch Company: VTe Phone: 01235 555545 Email: trade.sales@vtecheu.com Web: vtech.co.uk

Product: Flashies Company: Peers Hardy Phone: +44 (0)121 524 1400 Web: peershardy.co.uk

SEPTEMBER 20206

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FEATURE KIDULT

Is it just nostalgia, or is there something more complex behind growth of the kidult market? The Kidults founder Peter Jenkinson explores why today’s parents are a different breed to their own folks, and why toy companies must look forward as well as back if they are to continue attracting a broader audience than just children

Are we getting carried

away with Kidults?

There is a perfectly reasonable argument doing the rounds in the toy industry: are we getting a little too carried away with Kidults?

After all, toys are supposed to be for children. And while adults buying Lego, collectibles, trading cards and increasingly elaborate pieces of nostalgia for themselves is undoubtedly good business, there is a danger that the industry sees a lucrative audience and simply keeps throwing product at it. Fair point.

But I think there is another way of looking at the Kidult phenomenon.

Rather than being a distraction from the future of toys, it could be one of the things helping to shape it.

Because the really interesting thing about Kidults isn’t that adults want toys It is why they want them — and what happens when those adults are parents.

The traditional toy-buying model has often been relatively straightforward: children want toys, parents buy them, children play with them. Increasingly, however, the lines between those three things are becoming rather delightfully blurred.

Today’s parent grew up in a world where toys, games,

television, films, music and or 30 years’ time? What will their technology were already version of the 80s and 90s toy aisle intertwined. They don’t look like? Which toys, characters, necessarily see play as games and experiences will make something they hand over to a 40-year-old Gen Alpha parent their children and then retreat say, “I had that!”? from. They join in.

We don’t know yet. And that’s They build the Lego set. precisely the exciting bit. Because They play the board game. today’s innovators are effectively They explain why He-Man was creating tomorrow’s nostalgia. The considerably more exciting people designing toys now aren’t before anyone had simply mining heard of CGI. They the past; they are Today’s introduce their deciding what parents… don’t children to Star future generations necessarily see Wars, Scalextric, might one day play as something look back on with Pokémon, Tamagotchi, or affection. they hand over to whatever other That means their children and cultural artefact the answer to the then retreat from has survived the Kidult question journey from their isn’t necessarily bedroom floor “more retro”. It is to the family living room. And better innovation. suddenly the toy isn’t simply a Some of the most interesting product for a child. It becomes a products increasingly sit shared experience. That matters. somewhere between generations: The current Kidult boom is sophisticated enough to appeal often described through the to an adult, accessible enough for lens of nostalgia, and nostalgia a child, and, crucially, enjoyable certainly has enormous pulling when both are involved. That is a power. But nostalgia is not a significant shift. business model in itself. You The industry has traditionally can’t keep opening the same segmented consumers by age. cupboard and expecting Kidult, child, preschooler, collector. consumers to be surprised by Neat boxes. Neat marketing plans. what’s inside.

But play doesn’t always behave At some point, the industry has quite so neatly. The parent who to create the nostalgia of the future. buys a toy for themselves may Think about that for a moment. subsequently play it with their What will today’s Gen Alpha child. The child who discovers a children want to rediscover in 20 game through their parent may

“

”

Peter Jenkinson is founder of The Kidults, the UK’s leading kidult media and events brand.

Visit the-kidults.com

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become its biggest advocate. A piece of nostalgia can become a gateway to a new experience rather than simply a trip backwards.

Recent industry research is already pointing towards this more fluid picture.

The Toy Association describes the toy audience as having expanded beyond children, while its 2026 trend work highlights both the growth of adult participation and the increasing appeal of toys as tools for self-expression and shared experiences.

That should reassure anyone worried that the industry is simply becoming a museum of its own childhood. It isn’t.

The danger isn’t that we are making too much product for Kidults. The danger would be if we mistake Kidult for nostalgia and stop innovating. And perhaps the most interesting thing of all is that many of the people creating this new generation of toys are, themselves, the target audience. They are designing the things they would like to buy, build, collect, play with and display. That can be a powerful creative force.

Of course, we shouldn’t lose sight of children. They remain the foundation of the toy industry and the reason the whole thing exists in the first place.

But perhaps we need to stop thinking of the future as a tug-of-war between kids and kidults.

The future could be much more collaborative. The Gen X parent isn’t necessarily stealing the toy from the Gen Alpha child. They might be sitting on the floor playing it with them. And somewhere, right now, a toy designer is creating the product that their child will one day buy for themselves — and then proudly show their own children.

That’s not the end of the toy story.

It might just be the beginning of the next one.

toysnplaythings.media

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

If you are and you want to maximise the buyers coming to see you instead of your competitors, speak to us for advertising options to maximise your brand exposure both prior to, and at the show.

Contact Claire Naish at clairenaish@lemapublishing.co.uk or call her on 01442 289 937 or 07730 362 338 for more information.

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