Progressive Preschool Jan/Feb 2026

The B2B Media for Nursery and Preschool Product and Retail

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ISSUE 79 JAN/FEB 2026

03/01/2026 15:30

20th-22nd JANUARY 2026 AT OLYMPIA, LONDON Pre-register for your FREE visitor badge at toyfair.co.uk Meet over 250 exhibiting companies in one place

Establish new partnerships and strengthen relationships

See brand new product launches and trends for 2026

Get access to unique on-site retail offers

Meet Galt (part of the Jumbo Group), Ravensburger Ltd, Character Options, COBI, Lexibook, Dolu, Alley Cat Games, and many more!

Please note Toy Fair is unfortunately not open to the public.

For more information on exhibitor and sponsorship opportunities please email Rebecca@btha.co.uk For PR enquiries please email toyfair@retailpr.co TF26 Progressive Preschool Nov:Dec 245x165.indd 1 04_PPS Jan Feb 2026.indd 1

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JANUARY/FEBRUARY 2026

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Max Publishing Ltd, United House, PreschoolNews.net is the new online resource Road, for the preschool product and retail North London N7 9DP sector. From the publishers of Progressive Preschool Magazine and the organisers of T: 020 7700 6740 F: 020 7607 6411 the Progressive Preschool Awards, this new website and e-newsflash portal will www.max-publishing.co.uk provide the very latest news, views, and

PreschoolNews.net is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash will Rob Willis and Above: The Progressive Preschool team (from left to right) Tessa portal Clayton, Jo Cassidy, Samantha Loveday. provide the very latest news, views, and analysis across the product which will define 2026 and the Welcome all to the first issue of preschool continually shifting retail landscape.

Progressive Preschool of 2026… and retail sector.

analysis across the preschool product and retail sector.

Copyright 2026. Whilst every effort has been made Launching with an unrivalled email to ensure theofinformation in this magazine was subscriber base 12,087 readers, a twice weekly newsflash will land correct at the time of going to press, the publishers directly in the inboxes of everyone in this fast-paced cannot acceptindustry. legal liability for any errors or A modern, easy to navigate omissions, nor can they accept responsibility for website will provide a central for the trade too, offering the resource standing of advertisers nor any organisation news, in-depth articles, an industry jobs board, retail digital issues of of contributors do not mentioned in analysis, the text.

Views Progressive Preschool, and much much more.

All advertising on the website is necessarily reflect those of the publishers. duplicated to each and every

WELCOME

The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensing and this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

ISSN 2515-8570

newsflash, giving advertisers huge visibility and direct impact to retail buyers.

PreschoolNews.net is published by preschool sector experts, for preschool trade experts.

One thing we know for definite following the conversations we’ve Preschoolnews.net is published by preschool sector experts…

A selection of senior executives had is that all-important product Year of the Fire Horse, the Winter shared their views on whether innovation will most definitely be Olympics and Paralympics, the the nursery and preschool sector on display across the show floors 100thLaunching anniversary of with Winniean the unrivalled email could enjoy a year of growth and at Olympia, Spielwarenmesse, Pooh, the return of Ted Lasso and of 12,087thereaders, a was a positive overall response the NEC and the Jacob K. Javits couldsubscriber it finally be thebase year we’re one, but it wouldn’t be without Convention Center – and we’re celebrating men’s England twicetheweekly newsflash will land some bumps in the road. looking forward to soaking it all in. football team bringing it home from directly in the One of our contributors said that The PPS team will be kicking off the FIFA World Cup in theinboxes summer? of everyone the sector seemed well placed to move the trade fair calendar at London’s Very are that industry. inearly thisindications fast-paced forward positively, although that all Toy Fair on stand B39 (and hosting the nursery and preschool business A modern, easy to navigate important mix of product innovation, our traditional after-show drinks is entering the New Year with a provide a central quality and value would be key. Another at the Hand & Flower pub on the mix ofwebsite caution andwill excitement.

As told us that growth would favour brands second day (6pm, Wednesday 21 this issue covers London Toy Fair, resource for the trade too, offering and retailers that offer clarity, value and January) – all are welcome), followed Spielwarenmesse, Spring Fair and New news, in-depth articles, an industry genuine partnership, while yet another

by Nuremberg, Spring Fair and then York Toy Fair, the PPS team spoke to said the ranges which offer longevity, a trip across the Atlantic to New York a widejobs range board, of companies, covering retail analysis, digital issues of versatility and clear learning progression Toy Fair. We look forward to catching categories such as gifts, toys, nursery Progressive and much more.

Allupadvertising onas the website is buildmuch greater trust over time. with as many of you possible. essentials, travel systemsPreschool, and dressUntil then,and Happyevery up among others. duplicated to each READY TO ROLL CAPITAL GAINS New Year and let’s PPS also garnered TALKING 2026 The magazine and awards do a great job in newsflash, giving hope 2026advertisers is a happy, the vital input from healthy anddirect successfulimpact showjoining organisers of the dots between toy, nursery, gift, huge visibility and one for us all.

Harrogate International T apparel, publishing, and of course licensing to retail buyers.

Nursery Fair and Kind + The Progressive Jugend, gathering and this their digital offering will further enhance G Preschool Team views on everything position as a trade media partner that PreschoolSamantha News.nLoveday, et is published from our new product Jo Cassidy, launches, through offers a tangible response to advertising by preschool sector experts, for Tessa Clayton and to the challenges, investment. preschool trade experts.

Rob Willis. positives and trends INDUSTRY ROUNDTABLE

What are the key challenges facing the preschool sector in 2026?

Where might growth come from? And what are the trends to look out for in the year ahead? PPS puts the questions to senior executives in the toy, nursery and preschool space: Marc Kelly, md at CuddleCo; Joie UK’s head of product management Damon Marriott; Glenn Harrison, director of sales and growth at CONNETIX; The Puppet Company’s product and marketing director Katy Rugman; Herbie Calves, ceo/cmo at Ergobaby; VTech’s UK marketing manager Rebecca Lazarus; and Zara Grindrod, sales and brand director at Rainbow Designs.

Marc Kelly

Damon Marriott

Glenn Harrison

Katy Rugman

HOW WAS 2025 FOR YOUR BUSINESS? WHAT WERE SOME OF THE HIGHLIGHTS?

Marc: “2025 was a strong year for CuddleCo. We brought our category-expansion plans to life with the launch of our nursery essentials collection.

This now allows retailers to offer a true shop-theroom concept, by building cohesive, lifestyle-led spaces that help parents visualise the nursery as a whole. Our rebrand was a major milestone, clarifying what CuddleCo is: warm, modern and grounded in safety, style and reassurance. Our refreshed identity strengthens retail cut-through and creates a deeper emotional connection with today’s parents.”

Above: The August 2025 release of CONNETIX’s Portal, Glitter and Light Up packs helped the brand reach new customer segments.

Herbie Calves

Rebecca Lazarus

Zara Grindrod

Glenn: “2025 was another record year for CONNETIX, in which we launched multiple new ranges including the Light Star, two unique Glitter packs, the innovative Portal pack and our all-new, highly awarded CONNETIX PRO line. This allowed us to reach new customer segments while driving repeat purchases from our existing base.”

Herbie: “2025 was marked by solid performance across our core babywearing categories, particularly with the Omni range. We also expanded our retail partnerships across Europe and strengthened our digital presence, enabling us to reach more parents where they shop and seek information.”

Zara: “2025 was a really positive and important year for Rainbow. One of the standout moments was the successful launch of our Bing toy range, reimagined for a slightly younger preschool audience, which has been very well received by both retailers and consumers. We also saw incredible support for Paddington across all of our ranges, with the Classic collection and The Adventures of Paddington range performing exceptionally well.”

Damon: “2025 was a tough year but another successful one looking back now, as our growth continued in both turnover and units sold.

The 2025 Mother & Baby Awards, where we scooped a host of awards for many of our key products, was certainly a highlight.”

Rebecca: “It was a year of two halves for our

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EVENT FOCUS: TOY FAIR

ADVERTISING AND COMMERCIAL:

EDITORIAL AND CONTENT:

Jo Pilcher jop@max-publishing.co.uk

Jacqui Parr jacquip@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

THE BIG INTERVIEW

More than 250 exhibitors are gearing up for Toy Fair at London’s Olympia from 20-22 January. PPS catches up with just some of them to find out why the show is so important to them, what they will be launching and what they would most like to achieve across the three days.

Above: BRIO Flora offers nature-themed play.

Left: The Space Train Set brings a fresh twist to Bigjigs’ popular wooden railways.

“

oy Fair is a real cornerstone for us; it’s where we connect with the heartbeat of the industry,” begins Michelle Probert, UK sales and marketing manager at Juratoys. “It gives us the perfect platform to showcase innovation, meet partners old and new, and really feel the pulse of what’s coming next in the toy world.”

Juratoys is just one of over 250 exhibitors filling the Grand, National and Upper West Halls at London’s Olympia from 20-22 January. The company will be shining a spotlight on a number of new lines including a fresh teething line from Kaloo and a new outdoor collection designed for little

explorers. The wooden Janod musical collection will also be celebrating its 15th anniversary, while the Lilliputiens dolls continue to be a firm favourite.

“This will be Juratoys’ 12th year at the show, and my 10th personally,” Michelle continues. “It’s consistently one of the most valuable events in our

Right: The wooden Janod music collection is celebrating its 15th anniversary this year.

Below: Tangle Furry Friends will be just one of the highlights from EDUK8 Worldwide at the show.

calendar. We gain incredible visibility, spark new collaborations, strengthen existing relationships and always walk away with inspiring insights. It’s a show that truly gives back.”

For Rainbow Designs, the show will highlight its entire 2026 range – from its classic character collections including Paddington, Bing, Peter

Rabbit, Winnie the Pooh, Mr. Men Little Miss and Harry Potter Wizarding World, through to new launches. The latter will include new additions to the Bing and Adventures of Paddington ranges, while the company will also be unveiling its new Disney Dumbo line and Care Bears Baby collection.

“Rainbow celebrates its 55th anniversary in 2026, and I believe the business has been exhibiting at Toy Fair since the 80’s, so a good 40+ years,” says Zara Grindrod, sales and brand director. “Our main focus at Toy Fair is to build on existing partnerships while also opening conversations with new retailers. Having quality face-to-face time with major accounts is always invaluable, allowing us to discuss plans for the year ahead and explore new opportunities across our ranges.”

MAKING CONNECTIONS ToyTopic will be showing new plush development across its PAW Patrol, Angry Birds 3, Sesame Street, Peanuts and Dora the Explorer ranges, as well as extensions to its existing brands.

“We are very excited to be showing our new PAW Patrol ranges for the first time as a new partner of Spin Master,” enthuses director, Ashley Holman. “For still a relatively new toy business in the market, Toy Fair is the ideal place to show off our new development and showcase our capabilities to existing partners, but also potential new ones that haven’t worked with us in the past.

25

Inset: Offering 50 different designs, Le Toy Van’s Classic Cars range will launch in February.

With 30 years of heritage behind it and a new Classic Cars range set to hit the road, Le Toy Van is steering confidently into its fourth decade, focusing on strengthening its UK retail relationships, expanding its global footprint and continuing to set the standard for design-led, responsibly made wooden toys. PPS finds out more.

uiding Le Toy Van into its next phase are owners Steven and Marie Le Van, who took over the running of the company 15 years ago from Steven’s father (and company founder) George Le Van. “We describe ourselves as a small, proudly family-orientated company with a big heart,” says Marie.

“We’re privately owned so don’t have investors backing us, but what we do have is a small team of people who are really, really good at what they do.”

It may be a close-knit, independent concern, but Le

Above: The Grand Natural Wood Dolls House is popular with parenting influencers.

Toy Van is an internationally recognised name in the toy industry, with products sold in over 100 countries worldwide. A pioneer of responsible manufacturing, it embraced sustainability long before it was a buzz word or a set of legal requirements.

“We’re proud of the fact that all of our wood is FSC Certified,” Marie states. “The majority of our products are plastic-free as well, and we were delighted to achieve B-Corp certification this year – a milestone in our sustainability journey. On top of that, we are known for the quality of our products and our design flair, with every range devised in-house here in the UK.” The company has a core range of 150 or so popular products, spanning vehicles, animals, dolls’ houses and role-play sets, all with a timeless, Scandi-style aesthetic that ensures they are as stylish as they are fun to play with.

Unsurprisingly, the company is the recipient of countless design awards. Le Toy Van’s Le Grand Garage was recently spotlighted in The Wall Street Journal in a feature entitled ‘Gifts for Kids That Double as Works of Art’, while its new Barista Café Shop, which launched in May 2025 and is already a bestseller, has been shortlisted for the Sustainability Award at this year’s Spielwarenmesse.

Premium design doesn’t mean these products are out of reach, Marie is keen to point out. “Our products are aspirational but accessible,” she explains. “We design to a range of price points.” At the top end are heirloom pieces such as the Palace Dolls House, which retails close to £500.

“We’ve also launched a natural wood version, which is

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For the latest news visit PreschoolNews.net

03 ADVERTISING AND COMMERCIAL:

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EDITORIAL AND CONTENT: 07/01/2026 10:38

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WHAT'S INSIDE

CONTENTS

Meet The Team

Rob Willis robw@max-publishing.co.uk

22 Samantha Loveday saml@max-publishing.co.uk

25

52

Focus 06 News 43 Event The latest updates from across Spielwarenmesse. the baby, preschool and toy industry.

GfK 13 NielsenIQ An update on the total Baby

Care market for October 2025 and a review of the market performance across the year to date.

Roundtable 17 Industry As 2026 kicks off, PPS puts

some key questions to senior executives in the toy, nursery and preschool space including where growth might come from this year, key challenges and trends to look out for.

Big Interview 22 The How Le Toy Van is steering confidently into its fourth decade.

Focus 25 Event London Toy Fair.

Big Interview 52 The How licensed footwear

Jo Cassidy joc@max-publishing.co.uk

and bag supplier William Lamb is stepping confidently into its next chapter.

Focus 55 Event Spring Fair.

Focus 64 Event New York Toy Fair.

67 Nursery Trends in 2026 Profile 73 Executive Philip Nelson, co-founder

Tessa Clayton tessac@max-publishing.co.uk

of littleCONCEPTS, in the hotseat.

in Numbers 75 Retailer Chalkboard, London in the spotlight.

Gary Freeman garyf@thisismethod.co.uk

For the latest news visit PreschoolNews.net

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06/01/2026 16:47

NEWS TOP STORY

‘Quality, learning value and longevity will win cautious consumers’

A

number of key industry executives believe that the nursery and preschool toy sectors can enjoy a year of growth in 2026 – but it won’t be without its challenges.

“While 2026 is likely to remain a challenging year, there is reason to be cautiously optimistic about growth in the nursery and preschool sector,” Rebecca Lazarus, UK marketing manager at VTech, told PPS. “As consumer

confidence begins to stabilise, there is opportunity for growth driven by innovation, new launches and products that deliver quality and value for families, suggesting the sector is well placed to move forward positively.”

Herbie Calves, ceo/cmo at Ergobaby, believes that growth will be led by ergonomic categories that are backed by science and trusted by professionals. “Parents are increasingly turning to

recommendations from midwives, doulas, babywearing consultants and trusted online reviews, as well as word-of-mouth referrals from friends and family,” he commented.

Marc Kelly, md at CuddleCo, says that growth will favour brands and retailers that offer clarity, value and genuine partnership. “Retailers are looking for dependable availability, cohesive ranges and simple storytelling that resonates with today’s parents,” he commented.

The Entertainer celebrating year of ‘significant’ growth The Entertainer achieved another year of significant growth in the UK and internationally in 2025, following investment across its stores, online innovation and ‘Toy-Box’ commercial partnerships.

In a year that saw the company transition to an Employee-Owned Trust, creating the second Below: The Entertainer’s new ‘Gen5’ store at Bluewater.

largest employee-owned retailer in the UK, The Entertainer strengthened its physical presence with a number of new store openings and refurbishments.

The toy shop opened new ‘Gen5’ stores in Bluewater, Cambridge, Rushden Lakes, Aberdeen and Edinburgh, alongside The Entertainer’s first outlet stores in Dalton Park, The O2 and Gunwharf Quays.

The Entertainer’s ‘Toy-Box’

B2B2C business also added 2,000 in-store concessions through Tesco Express and delivered the entire toy category in six pilot locations for each of British Garden Centres, TGJones and Hobbycraft. It ended the year with its products present in over 3,000 locations across the UK. Internationally, the retailer reset its franchise business, focusing on prime malls across 18 countries and driving growth through concessions and wholesale.

The business also significantly grew its online dropship range to over 4,000 lines, which is expected to deliver a threefold increase in associated revenue for the year ahead.

“2025 has been a milestone year for The Entertainer,” said Andrew Murphy OBE, group ceo. “We’ve grown our UK retail sales by more than 20% for the second consecutive year, while also advancing internationally through wholesale, concession and franchise channels.”

For the latest news visit PreschoolNews.net

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KEEPING YOU UP TO DATE WITH THE LATEST STORIES

Toymaster May Show 2026 sells out

Above: (L-R) Marc Kelly, Herbie Calves and Rebecca Lazarus.

CONNETIX’s director of sales and growth, Glenn Harrison, believes that it will be key for growth to be supported by “clearer alignment between curriculum objectives, educator needs and purchasing decisions”.

VTech’s Rebecca added: “Products that combine quality,

learning value and longevity will win cautious consumers in 2026.”

You can read the full industry roundtable – including viewpoints from CuddleCo, Joie, CONNETIX, The Puppet Company, Ergobaby, VTech and Rainbow Designs – from page 17.

Different launches in the UK New company, Different, has opened its doors and has secured exclusive distribution for the UK and Republic of Ireland for small foot, the wooden toys and games manufacturer based in Germany.

Different is headed up by Jeremy Pateman as md, while Sabrina Hayhoe is also on board as head of sales and marketing. The company is now servicing the UK and ROI customers, offering 150 small foot lines in stock and a further 350 skus which can be brought into the UK warehouse on request.

FOB will also be available to customers requiring larger quantities.

“We are excited to be working with Jeremy and Sabrina on driving the small foot business in the UK and to exploring new opportunities at retail,” commented Tobias Wilke, chief sales and marketing officer at

Toymaster has confirmed that its May Show 2026 has sold out, with all exhibitor stands now fully booked.

The annual trade event will take place from Tuesday 19 to Thursday 21 May 2026 at Harrogate’s Majestic Hotel.

Organisers say the sold out status reflects continued strong support from suppliers and sustained interest in the show from across the independent retail sector.

The 2026 event is set to feature a broad mix of exhibitors, offering independent toy and nursery retailers the opportunity to source new products and ranges for the year ahead.

Toymaster thanked suppliers for their support of the 2026 event and said it is looking forward to welcoming exhibitors and visitors back to Harrogate for what it expects to be another strong and wellattended show.

BPIA names Newlife as charity partner

Above: Sabrina Hayhoe has joined Different as head of sales and marketing.

small foot. “With their passion and experience, we know they are going to be ideal ambassadors for us and we will do everything we can to support them and their customers.”

Sabrina continued: “I jumped at the opportunity to be part of Different’s exciting launch. The company has a wonderful ethos and an ambitious work ethic, and I will be in my element heading up the sales and marketing.

I know the small foot team and the product catalogue well and can’t wait to grow the business further.”

The Baby Products Industry Association (BPIA) has secured a new charity partnership with Newlife, the UK’s leading charitable provider of specialist disability equipment for children.

The collaboration will see all products entered into the BPIA’s annual industry awards donated directly to Newlife to support its vital fundraising efforts.

In addition, BPIA members will be encouraged to donate surplus stock, helping to raise essential funds while reducing waste in a sustainable way.

“We are delighted to name Newlife as the BPIA’s nominated charity,” said BPIA chair, Marc Hardenberg. “This partnership reflects the compassion, innovation and responsibility at the heart of our sector.”

The partnership will also encourage BPIA members and the public to take part in Newlife’s wide range of fundraising challenges.

For the latest news visit PreschoolNews.net

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06/01/2026 20:48

JOIN

THE FUN AND GAMES AT SPRING FAIR 2026

From plush toys to puzzles, outdoor play to educational games – discover the kids, toys and play products that children love and parents trust.

Scan to get your free ticket or visit springfair.com

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07/01/2026 10:37

NEWS

KEEPING YOU UP TO DATE WITH THE LATEST STORIES

TOP STORY

BTHA names 2025 Toy Retailer of the Year finalists

T

he British Toy & Hobby Association (BTHA) has announced the finalists for the Toy Retailer of the Year Awards 2025.

The Toy Retailer of the Year Awards – including Overall Toy Retailer of the Year 2025 and the Toy and Supplier category awards – will be presented by the Toy Retailers Association on Tuesday 20 January 2026, at an evening function on the first evening of Toy Fair 2026.

The shortlist is: Independent Toy Retailer of the Year (single store) Dalscone Toy Shop, Dumfries Toys N Tuck, Southend on Sea Banba Toymaster, Dublin Independent Toy Retailer of the Year (multi store) Howleys Toymaster SMF/ Toytown Toy Barnhaus Toy Department of the Year Fenwick Toy Emporium at Webbs Garden Centre, Wychbold Garsons Garden Centre, Esher

Multiple Toy Retailer of the Year The Entertainer Argos/Sainsbury’s Smyths Toys Partnership Award Selfridges Smyths Toys B&M Stores Outstanding Achievement Award Toys Toys Toys, Liverpool Booghe Toys, Birmingham The Entertainer Online Excellence Award Amazon Smyths Toys Very

Chicco unveils multi-channel ‘Chicco Firsts’ campaign Chicco has launched a new integrated marketing initiative, Chicco Firsts, designed to celebrate key baby milestones and strengthen engagement with parents and retail partners.

The campaign highlights moments ‘from first smiles to first steps’, combining real-family storytelling, expert-led advice and products that support each stage of development. Spanning social media, PR and influencer outreach, the activity invites parents to share experiences using #ChiccoFirsts to build an online community around everyday milestones.

According to Chicco, the campaign has also been created to offer value to retailers by raising brand visibility and driving consideration across its core categories. Retailers are encouraged to use #ChiccoFirsts across their

own channels, with the company providing a toolkit of marketing materials including digital assets, highresolution imagery, expert commentary and user-generated content.

Each product category is presented through the lens of a baby milestone, from First Sleeps with the Next2Me range and First Feeds with the Zest and Meraviglia highchairs, to First Adventures featuring the Pocket Snack Booster Seat and Evolutive 4-in-1 Trike. The campaign also spotlights First Care Moments through the Baby Moments skincare line, and First Smiles & Steps, celebrating the emotional side of early parenthood.

Chicco said the initiative reflects its long-standing focus on developing safe, practical and innovative baby products, adding that “the Chicco Firsts campaign continues this legacy,

Above: Each product category is presented through the lens of a baby milestone.

combining emotional storytelling with product performance, to strengthen its market position.”

For the latest news visit PreschoolNews.net

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NEWS

KEEPING YOU UP TO DATE WITH THE LATEST STORIES

TOP STORY

Kids’ Time 2026 to broaden focus

T

he largest international B2B trade fair in Central and Eastern Europe for the preschool industry, Kids’ Time 2026 will introduce a significantly expanded scope when it returns to Targi Kielce, Poland, from 17–19 February, adding equipment and resources for nurseries, schools and libraries to its traditional focus on the children’s and toy industries.

The new direction opens a new chapter for educational institutions, positioning the event as a onestop shop for furniture, teaching aids, STEM products, books and emerging education technologies.

Visitors to the Education and Creativity Zones will find producers of teaching aids, book publishers, creators of artistic materials and

arts and crafts products, and STEM sets and tools that offer inspiration for experimentation and independent discovery of the world.

The Sports and Active Fun Zone presents equipment suitable for gyms and playgrounds. This allows educational institutions to see all the equipment supporting both early school and preschool education in one place and at the same time.

The previous edition of Kids’ Time hosted more than 250 exhibitors representing 500 brands and attracted over 4,500 professionals from 37 countries. Organisers said the event is where “real purchasing decisions are made”, offering institutions the chance to compare products, meet suppliers and evaluate solutions for their specific needs.

Above: Kids’ Time believes the new additions position the show as a one-stop shop.

With support from the Polish Investment and Trade Agency, Kids’ Time aims to strengthen its international reach. Organisers describe the event as “the space for meetings, inspiration and real purchasing decisions”, adding: “If a kindergarten, school, nursery or library is planning to expand its teaching facilities and spaces for children, Kids’ Time 2026 is the event to attend.”

More information can be found at www.kidstime.pl.

Kind + Jugend sets 2026 focus on AI opportunities Kind + Jugend has confirmed its key theme for the 2026 edition of the Cologne trade fair: ‘Growing with AI – New opportunities for the baby & toddler products industry’. The event, which runs from 15–17 September 2026, will centre on how artificial intelligence is influencing product development, retail and family life.

The theme reflects the increasing role of AI across the sector, from accelerating product design to improving production efficiency and enabling more personalised retail experiences.

Smart products and services aimed at supporting caregiving

and family organisation are also expected to feature strongly.

“Artificial intelligence is already firmly established in the baby and toddler industry and will become one of the most important drivers of innovation in the years ahead,” said Jörg Schmale, director of

Right: The theme reflects the increasing role of AI across the sector.

Kind + Jugend. “Our key theme, Growing with AI, puts us at the forefront of this development, showing at Kind + Jugend 2026 exactly what this technology can do for the sector, without losing sight of the human element.”

International exhibitors, including established brands, start-ups and technology providers, will present AI-enabled products and digital solutions. Existing features such as the New Product Trail, Trend Space and Innovation Award will continue to highlight market-ready developments.

The theme also raises questions around data protection, security, transparency and ethics, which will be addressed throughout the event.

For the latest news visit PreschoolNews.net

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16th International Fair of Toys and Products for Parents and Children

17-19.02.

2026 Kielce, Poland

Register at www.kidstime.pl Get a free ticket

@targikidstime

Strategic Partner of The Fair:

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verification code: KIDS26

@kidstimefair

Main Media Partner:

/showcase/kids-time-fair

Co-Operation:

06/01/2026 14:31

RESEARCH

NielsenIQ’s Emma Wade provides the latest update on the total Baby Care market for October 2025 and reviews market performance across the year-to-date.

2025 BABY CARE MARKET WRAP-UP

S

to October 2024. In-store, one category stands out: Breastfeeding.

After several years of decline at the total market level, physical retail has returned to growth, with increases in both value and volume.

In 2025, 53% of Baby Care value was spent online, up three points from 2024. Volume, however, remains higher in-store - although online volume share rose from 38% to 41%.

Despite the overall strength of online, several categories continue to rely on physical retail. For Soothers, Strollers and Teethers, more than half of the value spent in 2025 was in-store. For Strollers, this reflects the importance of hands-on evaluation for higher-priced models or bundles.

For Soothers and Teethers, higher replacement frequency makes instore purchasing more convenient.

On the other hand, even though in-store still retains the overall volume share, several categories now see more than 50% of their volume purchased online: Car Seats, Highchairs, Baby Monitors, Strollers and Bottle Warmers & Sterilisers.

ales data for Total Baby Care from January to October 2025 shows a market struggling to build value. Value sales during this period are down 3.7% from 2024, driven in part by a 4% price decline. Volume has remained broadly stable at +0.2% year-on-year. With the GfK Consumer Confidence Index averaging around -19 in 2025, consumers continue to face cost-of-living pressures, limiting their willingness to invest in higher-priced products.

At the online and in-store level, performance diverges sharply. Online value between January and October 2025 remained relatively stable at +1.3%, while online volume grew 7.7%. In contrast, in-store sales declined 8.8% in value and 4.5% in volume. Trends differ by subcategory.

ONLINE VERSUS IN-STORE Online share is not increasing in all categories - Baby Monitors, Strollers, Teethers and Warmers & Sterilisers all saw declines in both online value and volume compared with January

DISCOUNTING With total Baby Care value declining year on year, it is unsurprising that the volume purchased at a 10% or greater price reduction has increased over the same period. The share of total volume bought on a price cut has risen from 27% to 30% year on year. Almost all subcategories saw an increase in discounted purchasing, except Bottle Warmers & Sterilisers.

Both online and in-store channels experienced growth in discounted volume. Online continues to have a higher share of products purchased on promotion, increasing from 29% in 2024 to 32% in 2025. In-store share rose more modestly, from 26% to 28%.

Growth rates also differ by channel - online volume purchased with a 10%+ discount grew 19% in 2025, while online purchases made with little or no discount rose only 3%; in-store, the volume bought with a discount grew 5%, whereas purchases at full or minimal discount declined by 8%.

WHAT THE FUTURE BRINGS Demand and market value are plateauing. Future success will depend on brand’s and retailers’ ability to accurately interpret market trends and assess whether existing products can be adapted to serve new or broader audiences.

One opportunity lies in secondhand and refurbished offerings.

The second-hand market remains significant, and if retailers and manufacturers can break into this space, they may be able to bring shoppers back into their ecosystem.

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Online Online value value and andvolume volumeshare sharesteadily steadily increasing increasing year yearon onyear year

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50% 50%

53% 53%

50% 50%

47% 47%

2024 2024

2025 Value 2025 Value In-Store In-Store

38% 38%

41% 41%

62% 62%

59% 59%

2024 2025 2024 Volume 2025 Volume Online Online

Source: NIQ Tech & Durables PoS Data for Total Baby Care in GB. Total Baby Care is made up of the following product groups: Bottles & Teats, Breast Pumps, Car Seats, Highchairs, Monitors, Soothers, Strollers, Sterilizers & Warmers, Source: NIQ Tech & Durables PoS Data for Total Baby Care in GB. Total Baby Care is made up of the following product Teethers groups: Bottles & Teats, Breast Pumps, Car Seats, Highchairs, Monitors, Soothers, Strollers, Sterilizers & Warmers, Teethers © 2025 Nielsen Consumer LLC. All Rights Reserved.

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TM & Ⓒ 2025 DSE

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@misirliukltd

@misirliuklimited

www.misirli.co.uk

For license enquires contact: Christine Roberts Email: christine@misirli.co.uk T: +44(0) 116 2645 860

Newly Signed...

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Elliott@poeticbrands.com // +44(0)1923 932 230 www. poeticbrands.com

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05/01/2026 18:34

INDUSTRY ROUNDTABLE

TALKING 2026

What are the key challenges facing the preschool sector in 2026?

Where might growth come from? And what are the trends to look out for in the year ahead? PPS puts the questions to senior executives in the toy, nursery and preschool space: Marc Kelly, md at CuddleCo; Joie UK’s head of product management Damon Marriott; Glenn Harrison, director of sales and growth at CONNETIX; The Puppet Company’s product and marketing director Katy Rugman; Herbie Calves, ceo/cmo at Ergobaby; VTech’s UK marketing manager Rebecca Lazarus; and Zara Grindrod, sales and brand director at Rainbow Designs.

Marc Kelly

Damon Marriott

Glenn Harrison

Katy Rugman

HOW WAS 2025 FOR YOUR BUSINESS? WHAT WERE SOME OF THE HIGHLIGHTS? Marc: “2025 was a strong year for CuddleCo. We brought our category-expansion plans to life with the launch of our nursery essentials collection.

This now allows retailers to offer a true shop-theroom concept, by building cohesive, lifestyle-led spaces that help parents visualise the nursery as a whole. Our rebrand was a major milestone, clarifying what CuddleCo is: warm, modern and grounded in safety, style and reassurance. Our refreshed identity strengthens retail cut-through and creates a deeper emotional connection with today’s parents.”

Above: The August 2025 release of CONNETIX’s Portal, Glitter and Light Up packs helped the brand reach new customer segments.

Herbie Calves

Rebecca Lazarus

Zara Grindrod

Glenn: “2025 was another record year for CONNETIX, in which we launched multiple new ranges including the Light Star, two unique Glitter packs, the innovative Portal pack and our all-new, highly awarded CONNETIX PRO line. This allowed us to reach new customer segments while driving repeat purchases from our existing base.”

Herbie: “2025 was marked by solid performance across our core babywearing categories, particularly with the Omni range. We also expanded our retail partnerships across Europe and strengthened our digital presence, enabling us to reach more parents where they shop and seek information.”

Zara: “2025 was a really positive and important year for Rainbow. One of the standout moments was the successful launch of our Bing toy range, reimagined for a slightly younger preschool audience, which has been very well received by both retailers and consumers. We also saw incredible support for Paddington across all of our ranges, with the Classic collection and The Adventures of Paddington range performing exceptionally well.”

Damon: “2025 was a tough year but another successful one looking back now, as our growth continued in both turnover and units sold.

The 2025 Mother & Baby Awards, where we scooped a host of awards for many of our key products, was certainly a highlight.”

Rebecca: “It was a year of two halves for our

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INDUSTRY ROUNDTABLE

Above: CuddleCo launches for 2026 include the Beaumont range of nursery furniture.

Below: Ergobaby’s Omni range was a star performer for the brand in 2025.

UK business, set against a challenging and highly competitive market. Our performance strengthened significantly in the second half, driven by the successful launches of new autumn/winter products that gained strong traction at retail. In particular, LeapMove performed exceptionally well, helping to reinforce our position as the UK’s #1 Infant, Toddler and Preschool manufacturer in 2025 [Circana January – November Sterling YTD].”

Katy: “One of our highlights was launching our Natural History Museum dinosaur plush collection – scientifically accurate, palaeontologist-approved soft toys which also help support learning, encouraging communication and creative play. I’m also proud of our collaboration with conservation charity the RSPB on the new Bug Hotel Hideaway Puppet.

It teaches children about nature’s tiny wonders in a way that’s both memorable and enjoyable, and £1 from the sale of each Bug Hotel goes to support the RSPB’s conservation work.”

WHAT WILL BE KEY FOR YOUR BUSINESS IN 2026?

Rebecca: “The focus will be on building on the momentum from the second half of 2025, with new product launches central to driving growth. This includes a strong programme of spring/summer launches across infant and toddler, alongside supporting the highly anticipated release of Toy Story 5 with a range of products carefully developed to suit the licence.”

Damon: “A new year at Joie would be dull without new products launching! Keep your eyes peeled for new designs entering the arena, with some special wheeled lines about to ‘drift’ into the limelight. For their level of innovation

and feature sets they are keenly priced, and we feel they will be sure-fire winners.”

Katy: “2026 marks our 25th anniversary! We are particularly looking forward to announcing two new licences that are perfect for our preschool offering in addition to extensions of our existing partnerships and collaborations. Our overseas distribution and partnerships are also continuing to expand to meet demand: we’re currently in over 40 countries and counting and excited about new opportunities.”

Zara: “Our focus will be on building momentum through a mix of new brand launches and continued growth across our established licences. Key to this will be the introduction of our new Care Bears Baby and Disney Dumbo collections for the infant marketplace.”

Marc: “We’ll be looking to drive value and efficiency for retail partners. Our expansion into soft goods and toddler categories will enable fuller room stories, increased add-on sales and higher basket spends. We’re prioritising joint planning, stronger stock flow and clearer ranging strategies, supported by effective POS and engaging digital assets. We’re also investing in workshops that build confidence in product knowledge, roomset merchandising and parent-led selling.”

WHAT ARE THE MAIN CHALLENGES FACING YOUR BUSINESS AND THE NURSERY/ PRESCHOOL INDUSTRY AS A WHOLE? Glenn: “In my opinion, the biggest challenge all companies are facing is the growing volume of low-priced imported products entering the market, without brand credibility or proper safety certification.”

Zara: “Like much of the industry, we continue to navigate ongoing cost pressures, margin management and rising sustainability expectations. Parents are increasingly value-conscious, while still looking for high-quality products that are responsibly made.

For both suppliers and retailers, the challenge lies in striking the right balance between innovation, affordability and sustainability, particularly in a category where trust and safety are essential.”

Herbie: “The industry continues to navigate challenges such as inflation and reduced household budgets, which are affecting purchasing behaviours. In addition, declining birth rates across the UK and much of Europe are putting pressure on retail partners.

However, the baby carrier category is bucking the trend, showing strong growth as carriers increasingly become viewed as a ‘must-have’ parenting

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INDUSTRY ROUNDTABLE essential rather than a ‘nice-to-have’ accessory.”

Rebecca: “While the market is expected to remain competitive in 2026, the key challenge for the nursery and preschool sector will be balancing consumer cost sensitivity with the demand for quality, innovation and learning value. In this environment, brands that are known and trusted by parents and carers will continue to stand out, giving retailers greater confidence in ranging decisions and sell-through.”

HOW DO YOU SEE THE RETAIL LANDSCAPE FOR BABY AND PRESCHOOL PRODUCTS IN 2026? DO YOU SEE NEW OPPORTUNITIES OPENING UP? Marc: “We expect retailers who simplify the journey and create warm, curated, lifestyle-focused spaces to continue to lead. Key shifts include stronger storytelling through relatable, achievable room sets, more multi-category purchasing as parents look to complete the room in one place, and consistent cross-channel experiences that educate, inspire and reassure. Our product direction – and our expanded retail training programme – supports these shifts by helping teams confidently tell the story behind each collection.”

Herbie: “We expect the retail landscape to increasingly favour premium brands that combine quality with educational value. Parents are looking for expertise and reassurance, so we see opportunities in partnerships with health professionals, who Above right: The Puppet Company’s plush brand Wilberry Toys continues to innovate, recently adding marinethemed Water Wonders soft toys to its line-up.

Below: All-direction strollers with 360° wheels, like Joie’s new versadrift, will set the trend in the coming year, says the company’s Damon Marriott.

bring added trust and credibility. The future will be shaped by a hybrid retail model where digital convenience meets in-store expertise, with AI playing a key role in enhancing the online customer journey with fit checks, interactive tutorials, helping to determine which carrier is best for your family lifestyle, and so on.”

Glenn: “Retailers are becoming more selective, with a clear shift toward products that offer genuine educational value, longevity and strong repeatpurchase potential. As a STEAM and MESH [mental, emotional and social health] accredited range designed for open-ended, long-term play, CONNETIX is well positioned to meet demand across home, early learning and therapeutic environments. For retailers, this creates opportunities for ranges that grow over time, encourage repeat purchases and deliver consistent sell-through.”

Katy: “The retail landscape has the potential to be very positive. We believe new baby products are increasingly popular – indeed, our latest (and our upcoming) baby products have all been well received. We also see more opportunities for sustainable gifts than ever before and are working with our partners to develop new sustainable products for baby, preschool and beyond.”

WHAT TRENDS SHOULD WE BE ON THE LOOKOUT FOR IN 2026?

Damon: “We are sure to see more spin car seats entering the marketplace, but the excitement will be the 360° spinning and drifting wheeled products setting the trend as the Joie versadrift and mydrift launch into the marketplace.”

Herbie: “The market will continue to move toward ergonomic, science-backed design products validated by health professionals, that are easy to use and versatile for modern and active parents. Consumers are becoming increasingly well-informed, prioritising safety, ergonomics, comfort and ease of adjustment,

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DAYWEAR | NIGHTWEAR | ACCESSORIES FOOTWEAR | ESSENTIALS

DAYWEAR | NIGHTWEAR | ACCESSORIES FOOTWEAR | ESSENTIALS

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INDUSTRY ROUNDTABLE followed by aesthetics and longevity. They’re focused on getting the best value within their budget.”

Zara: “In 2026, we expect preschool toys that capture children’s imagination and deliver clear developmental benefits to remain at the fore. Toys that encourage role play, creative expression and sensory play will continue to resonate with both children and parents, and at the same time, there’s a growing expectation for quality, sustainability and longevity, so toys that combine fun and education, and are designed to last and be loved, will really stand out.”

Marc: “Timeless, calming design with warm neutrals and natural textures will remain popular, while space-saving, versatile solutions suited to smaller or multi-purpose rooms and multicategory ecosystems that connect home, travel and everyday parenting are trends to watch.”

Marc: “Absolutely. Growth will favour brands and retailers that offer clarity, value and genuine partnership. Retailers are looking for dependable availability, cohesive ranges and simple storytelling that resonates with today’s parents. With our expanded portfolio, strengthened identity and retailer-first approach, CuddleCo is well positioned to support both footfall and conversion in 2026.”

Zara: “We are feeling positive about growth in the nursery and preschool sector. Parents continue to invest in the early years, especially in brands they know and trust, that help children learn, grow, and feel secure. We see the real opportunities coming from innovation within these beloved brands, rather than short-term trends, and toys that offer the perfect mix of quality, value and purpose.”

FINALLY, WHAT IS YOUR HOT TIP FOR 2026?

Glenn: “In an environment where both families and educators are making more considered purchasing decisions, ranges that offer longevity, versatility and clear learning progression build greater trust over time. These products not only remain relevant across multiple stages of development, but also support repeat purchase and more sustainable growth for retailers.”

Rebecca: “Products that combine quality, learning value and longevity will win cautious consumers in 2026.”

Katy: “Our hot tip for 2026 is to keep an eye out for our new Festive and Occasion Finger Puppet Decorations, comprised of much-loved characters for Christmas and Halloween, with more designs already underway. They feature a decorative hanging ribbon on the top so they can be used as decorations as well as toys. These make the perfect stocking fillers, impulse and add-on gifts.”

Above: Rainbow Designs will drive momentum in 2026 with the launch of Care Bears Baby and Disney Dumbo collections for the infant marketplace.

Right: LeapFrog’s LeapMove contributed to VTech’s strong performance in the second half of 2025.

CAN THE NURSERY AND PRESCHOOL SECTOR ENJOY A YEAR OF GROWTH IN 2026, IN YOUR VIEW? Glenn: “Yes, particularly where growth is supported by clearer alignment between curriculum objectives, educator needs and purchasing decisions. As earlylearning settings look to simplify their resources and invest in fewer, more versatile tools, there is opportunity for resources that can be used across multiple age groups and learning outcomes. This shift favours expandable ranges that can be built on over time, such as CONNETIX, which can be integrated into multiple areas of learning.”

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THE BIG INTERVIEW

READY TO ROLL

Inset: Offering 50 different designs, Le Toy Van’s Classic Cars range will launch in February.

With 30 years of heritage behind it and a new Classic Cars range set to hit the road, Le Toy Van is steering confidently into its fourth decade, focusing on strengthening its UK retail relationships, expanding its global footprint and continuing to set the standard for design-led, responsibly made wooden toys. PPS finds out more.

G

uiding Le Toy Van into its next phase are owners Steven and Marie Le Van, who took over the running of the company 15 years ago from Steven’s father (and company founder) George Le Van. “We describe ourselves as a small, proudly family-orientated company with a big heart,” says Marie.

“We’re privately owned so don’t have investors backing us, but what we do have is a small team of people who are really, really good at what they do.”

It may be a close-knit, independent concern, but Le

Above: The Grand Natural Wood Dolls House is popular with parenting influencers.

Toy Van is an internationally recognised name in the toy industry, with products sold in over 100 countries worldwide. A pioneer of responsible manufacturing, it embraced sustainability long before it was a buzz word or a set of legal requirements.

“We’re proud of the fact that all of our wood is FSC Certified,” Marie states. “The majority of our products are plastic-free as well, and we were delighted to achieve B-Corp certification this year – a milestone in our sustainability journey. On top of that, we are known for the quality of our products and our design flair, with every range devised in-house here in the UK.” The company has a core range of 150 or so popular products, spanning vehicles, animals, dolls’ houses and role-play sets, all with a timeless, Scandi-style aesthetic that ensures they are as stylish as they are fun to play with.

Unsurprisingly, the company is the recipient of countless design awards. Le Toy Van’s Le Grand Garage was recently spotlighted in The Wall Street Journal in a feature entitled ‘Gifts for Kids That Double as Works of Art’, while its new Barista Café Shop, which launched in May 2025 and is already a bestseller, has been shortlisted for the Sustainability Award at this year’s Spielwarenmesse.

Premium design doesn’t mean these products are out of reach, Marie is keen to point out. “Our products are aspirational but accessible,” she explains. “We design to a range of price points.” At the top end are heirloom pieces such as the Palace Dolls House, which retails close to £500.

“We’ve also launched a natural wood version, which is

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THE BIG INTERVIEW proving hugely popular with influencers,” adds Marie. The company has recently made a conscious decision to expand its offering at the opposite end of the scale, with a major new launch for 2026. Classic Cars, a scaled extension to Le Toy Van’s existing vehicle collection, will roll out from February with prices starting from just £6.95.

All 50 of the vehicles in the new range are entirely plastic free and are crafted in Surrey, aligning with the company’s efforts to bring back British manufacturing. Inspired by Montessori principles to spark learning through play, the range encompasses some of the most recognisable cars, vans, buses and emergency vehicles that children see on the roads every day, with each design boasting a human name. “There’s Daisy the Campervan, Rudy the Recycling Truck – a personal favourite of mine – and Bobby the police car… We had a lot of fun deciding what to call them,” says Marie.

The vehicles feature some of Le Toy Van’s boldest colour choices yet. “We’ve injected some really bright colours into this range, in contrast to much of our offering,” says Marie. “Every car is painted with toxic free, water based paint, and the paper packaging – which is carbon-neutral – is equally brightly coloured. We’ve even designed a gorgeous CDU, which will go into select retailers, made entirely of wood. It’s a gorgeous piece of furniture in its own right.”

The new range is expected to capture a slice of the gifting market and encourage pocket money purchases. “Our dolls’ houses and big bundles do really well for us, but it’s important to also offer more giftable options,” Marie asserts.

“The cars have been certified safe from the age of 2+, so there’s a really wide market.

We expect them to appeal to an older generation of parents and grandparents who will recognisable the classic models in the range. They’re hugely collectable, too.”

The new vehicles will slot seamlessly into Le Toy Van’s continually evolving core range.

Designs – over 3,000 of them – have come and gone over the years to reflect cultural changes and lifestyle trends, ensuring children can always emulate what they see happening around them; additions for the 2020s include wooden hair

Above left: New products are constantly added to Le Toy Van’s line-up to reflect changing lifestyle trends.

Above: Shortlisted for the Sustainability Award at Spielwarenmesse 2026, the Barista Café Shop is a best seller.

straighteners, bean-to-cup coffee machines and tap-and-pay card machines. “We get our inspiration from everyday life,” says Marie. “For instance, there’s a reusable bag included in our shopping trolley. The card machine was a big one for us a couple of years ago. We noticed kids were taking their parents’ bank cards and mimicking that tapping motion – no need to input a pin code any more.”

Unsurprisingly, there are cheap imitations of Le Toy Van products available online – a source of frustration for the company. “However, there’s not much we can do about it, other than keep innovating,” Marie admits. “Thankfully, our customers understand about investing in good-quality pieces that will last for years and can be passed down, and also about making the right choices in terms of sustainability.

Because of that, we have built up a lot of trust and loyalty over the years.”

Following the Classic Cars launch in February, Le Toy Van’s strategy is to continue playing to its strengths. “Our main focus for next year and beyond is on strengthening and deepening our relationships with our UK partners, from the small indie retailers that we supply to our wonderful distributors.

They are all amazing and we are so lucky to have them,” says Marie.

Overseas, the US – where Le Toy Van has a subsidiary base – is becoming an increasingly important market, and the brand has recently launched in Turkey. The team is also set to grow, with new sales and finance hires. “However, our biggest news is something we can’t announce yet,” Marie says. “It’s a significant move for us and will open a whole new chapter. We’ll announce it in January at Spielwarenmesse – but until then, I can’t say a thing!”

Left: Le Toy Van describes itself as “a small, proudly family-orientated company with a big heart”.

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SCAN QR TO WATCH THEM IN ACTION!

SHOWING AT: Hong Kong Showroom: 6-14 Jan / London Toyfair: Stands: E89 & E98 - 21-23 Jan Nuremberg: Stands: B81-C80, Hall 7, 28 Jan-1 Feb / Spring Fair NEC: Stands: 5G30-H32, 2-5 Feb To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

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19/12/2025 09:04:51 06/01/2026 11:05

EVENT FOCUS: TOY FAIR

CAPITAL GAINS

More than 250 exhibitors are gearing up for Toy Fair at London’s Olympia from 20-22 January. PPS catches up with just some of them to find out why the show is so important to them, what they will be launching and what they would most like to achieve across the three days.

“

Above: BRIO Flora offers nature-themed play.

Left: The Space Train Set brings a fresh twist to Bigjigs’ popular wooden railways.

T

oy Fair is a real cornerstone for us; it’s where we connect with the heartbeat of the industry,” begins Michelle Probert, UK sales and marketing manager at Juratoys. “It gives us the perfect platform to showcase innovation, meet partners old and new, and really feel the pulse of what’s coming next in the toy world.”

Juratoys is just one of over 250 exhibitors filling the Grand, National and Upper West Halls at London’s Olympia from 20-22 January. The company will be shining a spotlight on a number of new lines including a fresh teething line from Kaloo and a new outdoor collection designed for little

explorers. The wooden Janod musical collection will also be celebrating its 15th anniversary, while the Lilliputiens dolls continue to be a firm favourite.

“This will be Juratoys’ 12th year at the show, and my 10th personally,” Michelle continues. “It’s consistently one of the most valuable events in our

Right: The wooden Janod music collection is celebrating its 15th anniversary this year.

Below: Tangle Furry Friends will be just one of the highlights from EDUK8 Worldwide at the show.

calendar. We gain incredible visibility, spark new collaborations, strengthen existing relationships and always walk away with inspiring insights. It’s a show that truly gives back.”

For Rainbow Designs, the show will highlight its entire 2026 range – from its classic character collections including Paddington, Bing, Peter

Rabbit, Winnie the Pooh, Mr. Men Little Miss and Harry Potter Wizarding World, through to new launches. The latter will include new additions to the Bing and Adventures of Paddington ranges, while the company will also be unveiling its new Disney Dumbo line and Care Bears Baby collection.

“Rainbow celebrates its 55th anniversary in 2026, and I believe the business has been exhibiting at Toy Fair since the 80’s, so a good 40+ years,” says Zara Grindrod, sales and brand director. “Our main focus at Toy Fair is to build on existing partnerships while also opening conversations with new retailers. Having quality face-to-face time with major accounts is always invaluable, allowing us to discuss plans for the year ahead and explore new opportunities across our ranges.”

MAKING CONNECTIONS ToyTopic will be showing new plush development across its PAW Patrol, Angry Birds 3, Sesame Street, Peanuts and Dora the Explorer ranges, as well as extensions to its existing brands.

“We are very excited to be showing our new PAW Patrol ranges for the first time as a new partner of Spin Master,” enthuses director, Ashley Holman. “For still a relatively new toy business in the market, Toy Fair is the ideal place to show off our new development and showcase our capabilities to existing partners, but also potential new ones that haven’t worked with us in the past.

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EVENT FOCUS: TOY FAIR This will be our sixth year exhibiting and the ability to show and meet everyone in one place at one time is really beneficial.”

EDUK8 Worldwide will also be unveiling new lines, including the latest addition to the popular Tangle range – Tangle Furry Friends. There will also be new additions to its sensory, outdoor/Forest School and preschool/ early years ranges.

“Toy Fair affords the opportunity to launch and present new products at the start of the year, while also connecting with customers old and new,” says the company’s business development manager, Sabrina Tweddle. “We’re looking forward to strengthening existing partnerships and creating new relationships, providing customers with a clear understanding of the support we offer and also gauging reaction to the new product ranges.”

Smart Toys and Games will be inviting visitors to step into ‘The World of Smart’, described by brand director, Karen Clarke, as an “immersive showcase” exploring the company’s expanding portfolio. Taking centre stage will be the collection from newly acquired Recent Toys and Hape, for which Smart Toys and Games will be the UK distributor for 2026.

In the preschool space, launches will include new puzzle games Hansel & Gretel and Tiptoe Dino, plus Gigi’s Royal Carriage and Taxi Theo from WOW Toys.

“This will be our 12th year exhibiting at London Toy Fair and

Above: The Paddington Soft Toy with Interactive Marmalade Sandwich will be among the new licensed offerings from Rainbow Designs.

each year it becomes an even more important fixture in our strategic planning, providing the perfect kickstart to the year,” says Karen. “Toy Fair 2026 will be our biggest show yet; with new brands on board and multiple new products to unveil we hope our presence at the show will be one to be remembered.”

SHOWSTOPPING STYLE Ravensburger will be launching in the region of 400 new products at Toy Fair including a new offering from BRIO that focuses on naturethemed play around a cast of collectable characters,

Above right: Gigi’s Royal Carriage from WOW Toys will be making a regal entrance at the show.

Right: ToyTopic will be showing new plush development at Toy Fair.

Trend Watch

“In 2026, we expect continued growth in toys that combine strong play value with learning benefits, particularly STEM, STEAM and sensory play,” says Bigjigs’ Liz. “Sustainability remains a key consideration for both retailers and consumers, with demand for responsibly sourced materials and long-lasting toys. We’re also seeing increased interest in calming sensory products and creative activities that support wellbeing alongside imagination.”

Eduk8 Worldwide’s Sabrina concurs, saying: “We anticipate seeing continuous growth in the SEN sector, while crafting we feel, will continue to grow, together with outdoor play.”

Rainbow Designs’ Zara also expects to see continued demand for preschool toys that blend traditional play with clear developmental value. “Parents are increasingly drawn to products that support sensory exploration and both fine and gross-motor skill development through hands-on interaction,” she says.

called BRIO Flora. A space theme will be introduced for in the BRIO World railway system, while licensed launches include Peppa Pig BRIO, a ‘Marvelous’ addition for GraviTrax Junior and Disney giftable puzzles.

“Toy Fair provides an impactful springboard to the rest of the year for us, offering the opportunity to showcase the breadth of our new launches for the coming year in showstopping style,” says Katy Fletcher, head of marketing and product development at Ravensburger UK. “The event gives us that valuable chance to meet our retail partners in person and discuss how we can best support them for the year ahead. Our line-up offers timeless play patterns such as jigsaw puzzles and railway play, and often with a twist to ensure our offering is always fresh and up to date.”

Preschool will be a major focus for Bigjigs Toys in 2026, says founder and md, Liz Ireland. There will be new additions to the Bigjigs Rail range with the launch of the Space Train Set, alongside new wooden play food such as the Chocolate Pot for Two. The company will also be showcasing developments within its Simply Scandi baby and toddler range, as well as standout products from its distribution partners, including the new NeeDoh sensory toys and creative sets from Tiger Tribe.

“We’ve been exhibiting at the London Toy Fair for around three decades now, and it continues to deliver real value for our business,” says Liz. “The show enables us to strengthen existing relationships, open conversations with new retailers and showcase the quality and play value of our products in person. It’s also an important platform for understanding retailer needs and market shifts, helping to shape our future development plans.

“Our main goal [at the show] is to inspire retailers with a collection that is both exciting and commercially strong.

Ultimately, London Toy Fair is about building relationships, sharing ideas and setting the tone for a successful year ahead.”

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Explore the senses Soft silicone toys with tactile elements & new sounds to discover

Scan the QR code to see our full range of products on the Bigjigs Toys website

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NEW PRODUCTS

TOY FAIR 2026 LE TOY VAN Le Toy Van is proud to launch its Limited Edition Wooden Classic Cars Collection, arriving early 2026. Inspired by Surrey’s rich motoring heritage, home of the AC Cobra, John ‘Mini’ Cooper and Hawker aircraft, each car is proudly made in England where British engineering made its mark.

Hand-built, individually numbered and completely plastic free, each FSC-certified wooden car is lovingly named and designed to be collected.

With over 50 models, the range blends timeless play, sustainability and nostalgic design for children and kidults alike.

Stand F36 sales@letoyvan.com www.letoyvan.com

BIGJIGS TOYS

WILTON BRADLEY

Introduce children to early maths skills with the Counting Wobble Neck Giraffe from Bigjigs Toys’ Simply Scandi range. Designed with a friendly animal face, young children can build up the wooden giraffe’s neck by stacking the numbered blocks in order, helping them learn to count in a fun and engaging way. The Counting Wobble Neck Giraffe also features dots on the reverse side of the blocks, so little ones can mix and match how they play. Great for developing fine motor skills and balance, kids can take on the challenge of making sure the Giraffe’s neck doesn’t topple over.

The perfect multipurpose play and learn toy for children aged 12+ months.

Stand G30 & G40 sales@bigjigstoys.com www.bigjigstoys.co.uk

Meet Snootz – the playful Foot-toFloor ride-on range made for little adventurers aged 18 months+!

With four lovable characters to choose from, each Snootz brings its own personality to life through fun, character-themed sounds like snoring, burps, and giggles. Designed for endless movement, the smooth castor wheels allow for effortless 360° spinning that keeps toddlers entertained and on the move.

Plus, a handy under-seat storage compartment lets little ones bring their favourite treasures along for the ride. With four characters to choose from… which will be your favourite pet?

Stand E89 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

ORCHARD TOYS Orchard Toys is expanding its muchloved Baby and Toddler collection with exciting new additions, including Teddy Bear’s Picnic. This charming six piece wooden stacking puzzle features big, chunky pieces perfect for tiny hands to grasp.

With its playful teddy bears picnic scene, it gently introduces little ones to size ordering, stacking, counting and colour matching.

Designed to grow with children as they play and learn, this beautiful puzzle is ideal for curious minds aged one year and above.

Stand E10 sales@orchardtoys.com www.orchardtoys.com

LE TOY VAN Crafted from FSC-certified wood, the Wooden Rainbow Ride on Trike combines sleek design with playful detail. The white and natural wood finish combined with the colourful windmill wheels brings joy to every journey. Designed for comfort and control, with an easy to steer handlebar and comfortable seat, this rideon encourages active play while helping little ones aged 18m+ develop balance, coordination and confidence.

Stand F36 sales@letoyvan.com www.letoyvan.com

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TOY FAIR 2026 PLUS-PLUS Plus-Plus introduces its first licensed UK range with NEW BIG Moomin figures and playsets. Celebrating 80 years of the beloved Nordic characters created by Tove Jansson, the collection features iconic Moomin personalities alongside the famous Moominhouse and valley settings from the books and TV series. Appealing to families and kidults who cherish the Moomins’ values of freedom, courage, and kindness, each set captures a deep connection to nature, bringing this charming, eccentric world vividly to life for today’s builders.

Stand B19 info.uk@plus-plus.com www.plus-plus.co.uk

EPOCH MAKING TOYS

JUST PLAY

New offerings for 2026 from Sylvanian Families include the Baby Collectibles Woodland Fairy Costume Series; new families, the Biscuit Bear Family with extra fluffy flocking, and the Citrus Bird Family; as well as further limitededition 40th anniversary sets. Part of the new mystical woodland fairy area of Sylvania, the hero toy for autumn/ winter will be the magical Woodland Wonder Fairy Castle, packed full of fun features. Plus, joining the brand’s residential collection will be the grand Red Roof Riverside Manor.

Stand: N7 sales@epochmakingtoys.com www.epochmakingtoys.com

Just Play returns to London Toy Fair with cutting-edge innovation from the furReal range, designed for children aged 4+. Licensed from Hasbro, furReal brings plush pets to life with interactive technology, sounds and movement. Building on the success of AW25 favourites such as Coco the Monkey and Maggie the Feed & Follow Cow, the brand continues its strong momentum into 2026. Visitors will enjoy an exclusive first look at exciting new interactive pets launching later this year.

Stand B90 uksales@justplayproducts.com www.justplayproducts.com

CHARACTER OPTIONS Character Options showcases an exciting preschool expansion with the launch of Talking Tom & Friends, strengthening its 2026 portfolio.

Backed by a huge UK fanbase and the new CBeebies series Talking Tom Heroes: Suddenly Super, the range offers strong show-to-shelf appeal.

The collection includes Talk Back Plush, classic 10-inch plush, action figures, and feature-packed figure and vehicle sets. Standout seven-inch articulated figures feature mechanical superpower functions, supported by major PR and marketing campaigns.

Stand N16 sales@charactergroup.plc.uk www.charactergroup.plc.uk

CRAZE TOYS Inkee from Craze Toys is a bathtime inspired brand that combines innovative fizzing bath bombs with collectable figures from strong preschool licences such as Paw Patrol and Peppa Pig. Transforming a child’s everyday routine into a splashy, sensory-rich experience, Inkee turns water into colour, fizz and fragrance and delights the senses.

Each bath bomb is dermatologically tested, vegan and microplasticsfree and provides a wow reveal play element as children watch in wonder to see which character is hidden inside.

Stand UN75 sales@craze-group.com www.craze.toys

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Stand N2

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NEW PRODUCTS

TOY FAIR 2026 JURATOYS Discover the timeless Kaloo Tendresse Dolls Collection, delicately designed to celebrate life’s most tender moments. Thoughtfully crafted as lasting keepsakes, each doll inspires gentleness, imagination and emotional comfort. Éloïse captures the warmth of countryside charm with her playful details and rustic style, while Daphné embodies elegance and purity, perfect for special occasions. Both dolls feature soft fabrics and refined finishes, with a personalised name ribbon on the back. Available in 25cm and 32cm, ideal for little hands.

Stand N2 sales@juratoys.co.uk www.kaloo.com

WOW TOYS!

BLADEZ TOYS

By royal invitation only, children can watch Gigi’s Royal Carriage arrive from WOW Toys. Perfect for ages one plus, this enchanting toy features a claret red carriage with realistic lights and moving action, capturing little ones’ imaginations.

The set includes new play figures: King George, Queen Grace, and Gigi the horse, offering endless storytelling and fun. Established 29 years ago, WOW Toys is celebrated for creating strong, safe, batteryfree toys that delight toddlers while encouraging imaginative play.

Stand F42 uk@smart.be www.smarttoysandgames.co.uk

Fans of the hit CBeebies show Mojo Swoptops can SWOP THAT TOP with the Swop System Puzzle Track Playset from Bladez Toyz.

This set comes with 12 puzzle tiles that you connect in dozens of different combinations to build your track, then pop Mojo on and watch him race around! You can even switch vehicles so Mojo can soar above Swoppiton as a plane or switch to tipper mode complete with boulders!

Stand E35 charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk

SIMBA SMOBY Introduced this year, Smoby Life has become the second-largest property in the Playground Equipment subclass, with the Nature Playhouse + Kitchen ranking number one at item level. Building on this momentum, new playhouses and activity lines launch this year, led by the must-have Mud Cooking House.

Designed for shared play, it offers nature-inspired fun with space for two, 16 functional accessories, removable work trays and a water tank. Made from 50% recycled plastic, it delivers durability and modern style appeal.

Stand B50 sales@simbasmoby.com www.simbasmoby.com

SMARTGAMES As the doors open at Toy Fair 2026, Smart Toys and Games invite attendees to enter ‘The World of Smart’ - an immersive showcase exploring its expanding universe of educational and innovative brands. From SmartGames, there’s lots to be excited about. Spring 2026 launches include Hansel & Gretel a brand-new preschool puzzle games, which challenges children aged five to eight to help Hansel & Gretel escape the witch’s garden through the 60 challenges. Like all games from the popular fairytale series, this game comes with a beautiful picture book, making it a wonderful gift.

Stand F42 uk@smart.be https://smarttoysandgames.co.uk/

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To make an appointment at Toy Fair email: sabrina@eduk8worldwide.co.uk visit our website for more new products:

Discover more at London Toy Fair and Spring Fair

The journey starts here Start your little one’s railway adventure with our Starter Sets. Crafted for tiny hands and big imaginations, these toys bring the joy of classic train play into your home.

Let the adventure grow as they do!

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NEW PRODUCTS

TOY FAIR 2026 RAVENSBURGER Toybox favourite BRIO welcomes character-ful fun into the world this spring as Peppa Pig joins the lineup. The 18-piece Peppa Pig Train Set includes Peppa and George figures that fit perfectly inside the engine and passenger wagon. Preschoolers can enjoy sending them on railway travels through the countryside on the classic BRIO wooden tracks.

With fun, show-inspired details the set is a must for fans of the hit show. A Peppa Pig Train is also available, which includes two character figures, an engine and two wagons.

Stand N13 sales@ravensburger.com www.ravensburger.com

ED.UK.8 WORLDWIDE The new Tangle Furry Collection brings soothing, sensory-rich play for every child. The soft texture encourages twisting, bending, supporting fine motor skills, and focused attention. Machine washable, each Tangle is perfect for SEN or mindful fidgeting. Available in vibrant styles including Cactus, Stripe, Urchin, Leopard and Kaleidoscope.

Inspiring creativity and calm for ages 18 months and up. Eduk8 is launching exciting additions to its sensory range at London Toy Fair. Visit the company in the Grand Hall, Stand F1, as it celebrated its 25th anniversary.

Stand F1 sales@eduk8worldwide.co.uk www.eduk8worldwide.com

SMIFFYS

RAINBOW DESIGNS Rainbow Designs will showcase its entire 2026 range at The London Toy Fair as they celebrate its 55th anniversary.

Best-selling preschool ranges The Adventures of Paddington and Bing will welcome innovative new additions, including the Paddington Soft Toy with Interactive Marmalade Sandwich, plus the Bing Learn to Dress Soft Toy and Bus Shape Sorter. Launching at Toy Fair are the new and adorable Care Bears Baby and Disney Dumbo collections, which will join the ever-popular Peter Rabbit, Disney Winnie the Pooh, Mr. Men Little Miss and Harry Potter The Wizarding World ranges.

Stand B21 & B25 01329 227300 www.rainbowdesigns.co.uk

Launching in time for Book Day, Smiffys’ new The Very Hungry Caterpillar range brings Eric Carle’s iconic illustrations to life. The collection includes both Caterpillar and Butterfly costumes, featuring bright, vibrant prints inspired by the beloved story.

The Butterfly costume comes with beautifully printed wings and elastic wrist cuffs, while the unisex Caterpillar tabard includes printed illustrations and a character hood. Easy to wear and instantly recognisable, these costumes are perfect for Book Day celebrations.

Stand N25 sales@smiffys.com www.smiffys.com

CRAFT BUDDY Following its successful launch last year, Craft Buddy’s Crystal Art Junior range has quickly become a favourite with enthusiastic young crafters aged 4+. New for Spring 2026, the adorable Peppa Pig Crystal Art Junior canvas kit joins the collection, featuring the brand’s “big gems for little hands” innovation.

Designed with larger tools and bright, engaging artwork, the range supports creativity while helping to develop fine motor skills and hand–eye coordination.

Stand E2 Trade@craftbuddyltd.co.uk www.craftbuddyltd.co.uk

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BUG HOTEL With four bug finger puppets!

Made in collaboration with the RSPB The Bug Hotel is a charming hideaway puppet set that brings the world of bugs to life, ideal for imaginative play.

Designed in collaboration with leading conservation charity RSPB, ensuring wildlife accuracy and the most sustainable approach - made from over 90% recycled materials. £1.00 of every purchase is donated to the RSPB to help support its vital conservation work.

W: www.trade.thepuppetcompany.com T: +44(0)1462446040 E: info@thepuppetcompany.com

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NEW PRODUCTS

TOY FAIR 2026 THE PUPPET COMPANY Exciting new ranges from The Puppet Company include the Cute Commutes, six plush finger puppets – Plane, Boat, Train, Tractor, Car and Bus. They’re great for fun, interactive play for the very young upwards. As are two new ranges from the company’s plush division Wilberry Toys: the Wilberry Jungle Friends, super-soft plush Monkey, Lion, Hippo, Elephant and Giraffe, along with enchanting new arrivals to the Wilberry Dolls Collection: beautiful baby dolls, including adorable babies in bassinets – all soft, safe and snuggable.

Stand No H46 info@thepuppetcompany.com https://trade.thepuppetcompany.com/

VTECH

CONNETIX

Get ready for playful adventures with the Trotting Tunes Hobby Horse.

Children can ride along to sounds in music and learning modes, featuring cheerful songs and fun horse facts. A built-in motion sensor reacts to your child’s speed, offering gentle tunes when trotting and lively music when galloping. Press the light-up star for playful phrases, sound effects, and musical variety. Easy two-step assembly makes setup quick. This interactive hobby horse inspires movement, imagination, learning, and joyful pretend play every time.

Stand N9 trade.sales@vtecheu.com www.vtecheu.com

Renowned for its durability, innovation and imagination-led approach to learning through play, CONNETIX is a brand retailers and families ask for by name. At London Toy Fair and Spielwarenmesse, CONNETIX will showcase its expanding range – from best-selling, STEAM-accredited packs to the allnew Light, Portal and Glitter ranges, alongside the advanced CONNETIX PRO line. Visitors can explore show-stopping builds and preview upcoming releases set to push the boundaries of magnetic tile play even further in 2026.

Stand UN68 wholesale@connetixtiles.com www.connetixtiles.com

BRAINSTORM Puffy Art lets you create 3D drawings on sponge-based canvases using coloured markers and a touch of water. Watch the artwork transform from textured to puffed-up magic.

The Puffy Art Adorables small pack includes two dual-ended marker pens (four colours), four pre-drawn canvases and a water applicator. The Puffy Art Foodies large pack features five dual-ended marker pens with ten colours, six pre-cut canvases, six key chains, six perforated blank canvases and two water applicators. There’s also a new Water Art Sea Life themed set.

Stand E79 sales@brainstormltd.co.uk www.brainstormltd.co.uk

CASDON Casdon is launching a brand-new licensed ice cream toy range in partnership with The Magnum Ice Cream Company, revealed at London Toy Fair and Spielwarenmesse 2026. The first-ever licensed ice cream toys inspired by the global brand, the range features iconic favourites including Magnum, Cornetto, Calippo, Twister and Solero.

Designed for children aged two and above, the six-SKU collection is packed with interactive features and fidget-friendly play, encouraging imaginative role play when it launches in summer 2026.

Stand E30 uk@casdon.com www.casdon.com

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v NEW PRODUCTS

TOY FAIR 2026 LITTLE CONCEPTS Three years in development, the CANDYCAR Roads system is the first-ever two-lane modular toy track designed for the 1:64 model world and powered purely by gravity. Generously sized to accommodate most die-cast cars, the Roads system allows children to build endlessly expanding layouts with smooth play flow and a premium, design-driven aesthetic.

As a hero product for 2026, the Jump Playset brings actionpacked play to this beautifully engineered wooden track ecosystem.

Stand B44 store@littleconcepts.co.uk www.littleconcepts.co.uk

LITTLE CONCEPTS

KIDANTICS

Expanding the iconic Bilibo range, the Bilibo Midi serves as the perfect bridge between the Mini and the Classic. Designed for toddlers and younger siblings, it offers ample room for spinning, wobbling, sitting, scooping, filling, and imaginative role play. Lightweight, durable, and available in six classic colours, the Midi supports sensory development and open-ended exploration, core values of Swiss brand, MOLUK’s play philosophy.

Stand B44 store@littleconcepts.co.uk www.littleconcepts.co.uk

Builderz is a hands-on construction play range designed for preschoolers, combining chunky, child-friendly parts with an easy screw fit assembly system.

Available from KidAntics, the range supports fine motor development, problem solving, and early STEM learning through build-and-take-apart play. Featuring collectible single vehicles, value-driven 2-in-1 sets, and advanced light, sound and motion options, Builderz offers strong shelf presence, multiple price points, and excellent cross sell potential for early years retail.

Stand: D25 enquiries@kidantics.co.uk www.kidantics.co.uk

TOYTOPIC ToyTopic will showcase its latest licensed ranges, all available now, spanning plush and plush accessories.

Key licenses include Paw Patrol, Sonic the Hedgehog, Snoopy, SpongeBob SquarePants, Dora the Explorer, Sesame Street and Swizzles, plus exciting new launches to be announced. From 2.5cm collectible Mini Palzzz to giant 100cm super-soft plush, there’s something for everyone. With RRPs from £2.99 to £69.99, ToyTopic delivers exceptional value, high product standards, and an expanding range including accessories, cushions, gift sets and new arts and crafts lines.

Stand G94 Sales@toytopicgroup.com www.toytopicgroup.com

TRENDS UK Trends UK is set to make a splash at London Toy Fair with its new Bath Pop collection, launching in April. Designed for preschoolers, the range encourages coordination, discovery, and giggles with five fun lines. Highlights include Wind-Up Sprinkly Croc, the Funny Octopus, Sea Life Spin & Sprinkle, Magnetic Catch-A-Fishy, and the Colouring Book & Bath Sticks. Each toy turns bath time into playful learning, with water play, spinning cogs, magnetic fishing, and creative painting fun.

Stand E66 info@trendsuk.co.uk www.trendsuk.co.uk

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From playtime to dreamtime – experts in every line Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear 40-41_PPS Jan Feb 2026.indd 1

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Experts in all our fields.

One creative team.

Specialists in cross category ranges

Our newest licenses

s @bluesgroup #myblues @bluesnightwear #bluesnightwear tania@bluesgroup.co.uk +44 (0)1621 859119

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A C O L L A B O R AT I O N W I T H T H E R O YA L H O R T I C U LT U R A L S O C I E T Y I N C E L E B R AT I O N O F O U R 1 0 T H Y E A R

I N T E R N AT I O N A L D I S T R I B U T I O N OPPORTUNITIES AVAILABLE

HALL 1 B-07

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EVENT FOCUS: SPIELWARENMESSE

RETURN TO TOYCITY

Left: The 75th Spielwarenmesse will once again be a hub for new preschool product.

History Museum Dinosaur plush toys and Elmer and Paddington puppets.

There will also be new plush from its sister brand, Wilberry Toys including the Wilberry Water Wonders Sealife collection, Wilberry Jungle Friends wild animals, Wilberry Plush Dancers and Wilberry Dolls (including baby dolls in bassinets).

On top of this, The Puppet With 2026 marking its 75th anniversary, the trade is Company will also be celebrating gearing up to return to Nuremberg for Spielwarenmesse its 25th anniversary in 2026.

“Nuremberg has always been hugely from 27-31 January. PPS catches up with a selection of important to us,” says product and exhibitors with preschool product to find out just how marketing director, Katy Rugman. important the show is to them, while also getting “It gives us the opportunity to meet new and potential customers, as an update on the popular UK Pavilion. well as distributors and magnetic tile his is our fourth year agents. We are currently formats, says Glenn. exhibiting, and the in over 40 countries, so There will also benefit lies in being the international visitor be a preview of able to bring the presence at the show is the Pastel Portal play experience to life,” says Glenn incredibly important.

Pack, which brings Harrison, director of sales and growth “Exhibiting is enormously the Portal concept at CONNETIX, when asked what beneficial, especially as a into earthy pastel the company gets out of being at way of showcasing new lines tones and supports Spielwarenmesse. “Exhibiting allows and getting feedback on early STEAM partners to see, touch and build upcoming designs. Meeting Above: CONNETIX will be learning alongside with the range, which is especially our agents and distributors, highlighting several of its 2025 MESH outcomes. releases including Light. important for a hands-on product like which I mentioned earlier, In addition, several Below left: The tickit CONNETIX. It’s also an opportunity is very important; it helps Lighthouse Island set will be a new packs are to strengthen existing relationships us to get a better feel for key focus for Commotion. in development, and gather direct market feedback.” current market trends. with further releases planned The company will be highlighting We’ve exhibited for nearly 20 years, throughout 2026. several of its key 2025 releases and the show continues to be one of “The show provides a valuable including Glitter, Light, Portal and the most significant on our calendar.” platform to showcase innovation CONNETIX Pro – all of which For Commotion, the highlight of and demonstrate how our product demonstrate how the company its Nuremberg stand will be the tickit development continues to push continues to evolve beyond traditional Lighthouse Island set, which has construction play forward,” says Glenn. been shortlisted for a ToyAward.

“It allows us to share what’s next with “This nomination reflects the our retail partners and have deeper creativity and strong educational conversations about how learning focus behind our designs,” says through play is evolving globally.”

Honor Davidson, head of marketing For The Puppet Company, new at Commotion. “We're introducing products will range from its Seasonal new lines to our Sensory Steel range Finger Puppet Decorations, the Cute - a very strong seller for us, highly Commutes travel-inspired finger tactile for sensory exploration and puppets and My Cuddly Puppets for suitable from birth. We also have babies and toddlers, through to its new products for sand and water licensed collection including Natural play, including the fabulous light-up

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Home of educational play Toys designed to engage the imagination & encourage learning through play Meet with us at Spielwarenmesse

Hall 12, Stand A-04-6

Combine with our sea-themed accessories

Lighthouse Island

Butterfly Lacing Jewels

Gem Building Shapes Mirror Tray

Wooden Farm Set

Creators & Distributors of Educational Toys www.commotion.co.uk | info@commotion.co.uk

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EVENT FOCUS: SPIELWARENMESSE water-resistant Discovery Glow Tuff Table, alongside vibrant colourful messy play accessories.”

Preschool children are at the heart of everything Commotion does, Honor continues, and exhibiting at Spielwarenmesse gives the company an “invaluable” opportunity to present its tickit range to an international audience.

“Its global reach enables us to connect with buyers and distributors from around the world, extending our visibility and partnerships far beyond those possible at domestic shows,” says Honor. “This exposure is especially important as our European business grew by more than 20% in 2025.

There is a buzz about Nuremberg which is unique and exciting.”

For Roma Prams, the preschool category is a key area of growth.

It will be previewing new wheeled play products at the show, as well as expanded accessory ranges

Right: Rubies will be expanding its popular PAW Patrol range.

Below: The Puppet Company is celebrating its 25th anniversary in 2026.

designed to encourage imaginative role-play. The core Roma collections will also be highlighted, with a particular focus on the Roma x RHS collaboration.

“For Roma, Spielwarenmesse is a vital opportunity to connect with international buyers, distributors and partners all in one place, and to present our brand story, design direction and future roadmap,” says director, Emma Charlesworth.

“It also allows us to gauge market feedback first-hand and strengthen long-standing relationships across multiple territories. Exhibiting gives us invaluable face-to-face time with customers - from independent retailers to large international partners. It allows us to showcase product quality in person, discuss exclusives and open new markets. Roma has exhibited at Nuremberg for several years now, and it has played a key role in our international growth and distributor network expansion.”

Right: Roma Prams will be looking to strengthen existing partnerships, while opening conversations with new international retailers and distributors.

Dress-up delights

Rubies will be unveiling major new product releases and fan favourites at its permanent showroom in Hall 12.2.

Fran Hales, head of portfolio and marketing at Rubies, comments: “Looking at the big opportunities of 2026, Rubies will be showcasing its bestselling preschool lines which include Spidey & His Amazing Friends, along with the new Iron Man & His Awesome Friends costume to bolster the popular franchise portfolio. Our top tips for 2026 are The Mandalorian & Grogu, with the preschool Grogu costume already a top seller for the preschool market and, of course, the huge retail opportunity of PAW Patrol.

“PAW Patrol returned to Rubies portfolio in 2025 as it launched both deluxe and classic costumes. Expansion of the brand will see an introduction of Marshall, Chase and Skye masks, along with the new costumes from the highly anticipated theatrical release in the summer of PAW Patrol: The Dino Movie.”

Happy 21st

“This will be the 21st year we have organised the Pavilion and interest to be at the show and on the Pavilion has been as high as usual,” Stuart Whitehill, account director at Overseas Fair Division, tells PPS. “We start preparations in March and start negotiations with interested companies and our regular exhibitors in May/June. The last-minute arrangements were finalised before the festive break, but there is still plenty to be done from last minute graphics to restaurant bookings and stand support.”

This year, the Pavilion will host 18 UK exhibitors in Hall 12.0. The show will boast 125 UK exhibitors throughout the 17 hall and display areas.

Newcomers this year will include Alligator Products, showcasing a wide range of children’s books and stationery, plus British toy company, Addo Play, which featured in three Best Companies lists for 2025.

Stuart continues: “Some larger bespoke stands are now part of the Pavilion allowing companies more opportunity to express their brand identity more effectively, such as Commotion and Target.

“2025 was a challenging year for the industry, so if the event closes with our exhibitors delighted with how the five days have gone then that will be a fantastic way to start 2026. We always meet new UK companies visiting the Inset: The UK Pavilion will play show and the Pavilion. It is great to convert some of these visitors into new host to 18 UK exhibitors in 2026. exhibitors at the next show.”

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PEEP! PEEP! HERE COMES BATH TIME FUN! Build your own track, use the funnel to squirt water, add bubbles & colour to your bath!

Thomas & Friends by Kokomo, helping to make bath time an adventure by creating fun, high quality products which are trusted by parents & loved by children.

Available on Amazon

© 2024 Gullane (Thomas) Limited. ©

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NEW PRODUCTS

SPIELWARENMESSE 2026 LE TOY VAN Little baristas can brew big imaginations with the Barista Café Shop Playset. Featuring a realistic beanto-cup coffee machine with milk frother, removable filter and reversible coffee pods, this tabletop café invites hours of role play. With a food display, cake stand, chalkboard till, plus 17 extra accessories, it encourages creative storytelling, social interaction and imaginative play.

Hall 3 C51 sales@letoyvan.com www.letoyvan.com

WILTON BRADLEY

SMIFFYS

Bring movement and fun to playtime with this Stepping Stones balance game. Designed for indoor and outdoor use, the set includes eight brightly coloured stones that promote balance, coordination and sensory development for children aged 3+. Each stone features a textured, non-slip surface with a rubber base for added safety.

Lightweight yet durable, they support up to 20kg and stack neatly for storage. Supplied with a colour spinner to inspire games, challenges and active, imaginative play.

Hall 7 B81 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

Smiffys introduces a charming new Peter Rabbit costume range for children aged up to nine years, ideal for Book Day and children’s parties. Featuring allin-one designs of two iconic characters, Peter Rabbit and Flopsy, these costumes are made from soft, plush fabric for comfort. Each style includes a character hood and printed illustration details that capture the classic look of Beatrix Potter’s characters. Practical and cosy, these costumes make dressing up simple and magical.

Hall 9 D17 sales@smiffys.com www.smiffys.com

GOLDEN BEAR Bring bedtime magic to life with the In the Night Garden Talking Soft Toys from Golden Bear. Featuring a fresh new look and feel for 2026, these super-soft plush play iconic songs and sounds from the beloved show.

Supporting sensory development, listening skills and emotional comfort, these cuddly characters are the perfect size for little ones to take on adventures or relax at bedtime.

With adorable embroidered and print details and soft-textured fabrics, these talking plush inspire imaginative play alongside cosy snuggles.

Hall 6, A39 c.vernon@goldenbeartoys.co.uk www.goldenbeartoys.co.uk

LE TOY VAN Step into a world of knights and legends with the Lionheart Castle. The magnificent wooden toy is great for ages 3+ and includes a working drawbridge, pulley winch, towers, ladders and even a jail. Crafted from durable, sustainable wood and hand painted with child safe paints, it helps develop fine motor skills and creativity while being built to last for generations of play.

Hall 3 C51 sales@letoyvan.com www.letoyvan.com

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NEW PRODUCTS

SPIELWARENMESSE 2026 ROMA PRAMS Roma Prams is proud to showcase its latest in-house designs at Nuremberg, including the beautifully coordinated Annie collection, featuring a dolls’ pram, bedside crib and car seat.

Designed to coordinate seamlessly together, Annie combines elegant detailing, soft fabrics and timeless appeal, creating strong visual impact for modern retail displays. Visit the stand to preview its newest ranges and explore how Roma continues to deliver cohesive, giftable collections that inspire imaginative play.

Hall 1, B07 sales@romaprams.co.uk www.romaprams.co.uk

SMIFFYS

CONNETIX

Expanding the toddler range, Smiffys’ new Bumble Bee and Ladybug costumes are classic, unisex styles designed for easy dressing. The tabard-style outfits feature a zip front, padded bodice and cosy plush fabric for all-day comfort. Complete with adorable wings and antenna, these playful costumes are perfect for imaginative play, parties or everyday dress up. Durable and comfortable, they’re a delightful addition to any little one’s fancy dress collection.

Hall 9 D17 sales@smiffys.com www.smiffys.com

The limited-edition CONNETIX Charity Packs have already captured the hearts of fans worldwide, introducing two bold new additions to the brand’s classic rainbow colour range. Available in Pink and Teal, each 20-piece pack features a carefully curated mix of open-ended shapes designed to spark creativity while supporting two important causes.

With 20% of proceeds supporting breast cancer and motor neurone disease research, families around the world are invited to build, create and make a difference together.

Hall 4, F-54 and F-63 wholesale@connetixtiles.com www.connetixtiles.com

RAINBOW DESIGNS At Spielwarenmesse 2026, Rainbow Designs will have its much-loved Classic Character range on display, including the best-selling Classic Paddington, Peter Rabbit and Bing collections, together with the Mr. Men Little Miss, Guess How Much I Love You and Harry Potter Wizarding World ranges. Visitors will discover exciting new additions in The Adventures of Paddington and Bing preschool ranges, and first views of the adorable new Disney Winnie the Pooh Centenary and Disney Dumbo collections.

Hall 1, A28 01329 227300 www.rainbowdesigns.co.uk

COMMOTION Step into pastoral storytelling with this beautifully hand-finished wooden farm set, crafted from FSC-certified beechwood. The 11-piece collection includes a tractor with trailer, farmer, scarecrow and a charming range of farm animals, plus four sturdy fence panels. Thoughtful details such as moving parts, simple painted features and faux leather accents add tactile appeal and play value. Perfect for imaginative role play and creative storytelling, the set is compatible with tickit’s new Farm Discovery Dividers and other wooden small world play characters.

Hall 12, A-04-6 info@commotion.co.uk www.commotion.co.uk

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COME & SEE US AT:

Hall 4, Stand J25 Cardgains Stand: Hall 3A stand M10/M11

Stand B21 & B25

NEW

Hall 1, Stand A28

“Where’s my marmalade sandwich?”

Hear 4 unique phrases

Bring sandwich to mouth to hear Paddington talk

Interactive Paddington with Marmalade sandwich

Collectible Figures and Playsets:

Mix and match your favourite figures and playsets

Marmalade Treats Playset Paddington’s Bike and Side car

Store accessories inside car Letters to Aunt Lucy Playset

© P&Co. Ltd./SC 2025 Licensed by Studocanal Kids & Family Limited

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00 or visit www.rainbowde

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inspiring kids’ imaginations for over 50 years IFC_PPS Jan Feb 2026.indd 1

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NEW PRODUCTS

SPIELWARENMESSE 2026 COMMOTION Beautifully designed from smooth FSC-certified wood, this versatile lighthouse invites imaginative play while supporting creativity, fine motor skills, logic, language and collaborative learning. Easy to assemble, it features deeply lasered tactile details, a sparkling gem at the top represents the rotating light, and there’s a removable translucent blue acrylic rock pool. The set can be used together or split into lighthouse and island play areas. Includes a jovial lighthouse keeper, seabirds and sea life accessories.

Hall 12, A-04-6 info@commotion.co.uk www.commotion.co.uk

BLADEZ TOYZ

LEARNING RESOURCES

As part of its brand-new Blocks Universe range, Bladez Toyz are launching the Ultimate Activity Set. Packed full of arts and craft supplies including pens, stampers, stickers, colouring books and much more, this mega sized set is perfect for creative preschoolers and comes with a carry handle for on the go fun! An evergreen brand trusted by teachers and parents alike, the range features fan favourites from Alphablocks and Numberblocks and will provide children with the chance to develop their skills through a powerful blend of play and learning.

Hall 6, C20 charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk

Yoga Ball Buddy with BubblePlush from Learning Resources introduces children to yoga, helping them balance energy through engaging, active play. Available in two initial characters; Penguin and Puppy, the Yoga Ball Buddy measures approximately 38cm across making it the perfect size for little ones. It comes with 12 cards, each featuring a yoga pose and mindfulness prompt. Children use Tully the peaceful penguin or Ziggy the playful puppy to try out poses and each is designed to help them to calm down, while cultivating mindfulness and improving their flexibility.

Hall 5 - B6 salessupportuk@ learningresources.com www.learningresources.com

DJECO New from Djeco, Tubulo is a colourful, imaginative building set for children aged four years and up. It includes a set of tubes and boards in various bright colours that kids can combine to build all kinds of structures, scenes, and play worlds — encouraging creativity, spatial thinking, and fine motor skills while keeping gameplay simple and fun.

Hall 3, D41 www.djeco.com

COMMOTION Discover the Fascinating Jumbo Stainless Steel Ball, featuring a smooth, faceted mirrored surface and sand-filled interior that creates a playful shaker sound. Its uneven roll and distorted reflections engage babies, encouraging exploration and motor skills. Lightweight, tactile, and ideal for crawling or rolling, it’s especially appealing for children with SEND to develop descriptive language. Made from durable, bacteria-resistant stainless steel, the ball is easy to clean, super shiny, and offers sensory experiences through temperature, sound, and reflections, perfect for nurseries or playrooms.

Hall 12, A-04-6 info@commotion.co.uk www.commotion.co.uk

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THE BIG INTERVIEW Inset: The company has been based at its Wakefield HQ since the late 1800s and is still owned by the Lamb family.

Inset: The Light Up tiles allow children to experiment with shadows and reflections.

Below: CONNETIX new product development manager, Chris Bartling.

BEST FOOT FORWARD

Backed by over 130 years of heritage, William Lamb has earned its place as the licensed children’s footwear and bag supplier of choice for some of the UK’s largest retailers. Now, with new leadership bringing renewed purpose and a clear vision for what comes next, the Yorkshirebased business is stepping confidently into its next chapter.

F

ounded in 1887 as a manufacturer of clogs for miners, William Lamb has evolved into one of the UK’s leading specialists in licensed footwear and accessories.

Today, the family-owned business combines deep heritage with modern commercial agility – something that becomes instantly clear the moment you step inside its Wakefield headquarters.

Behind the Victorian façade lies a 50,000 sq ft operation humming with creativity and expertise. The building – used continuously by the company since the 19th century – is a maze of studios, offices and showrooms, as well as home to a vast warehouse.

There is even a small museum, showcasing product innovation from across its long history, from early workwear to today’s character-led kids’ collections.

What’s also surprising is that many of the people working there are from generations of the same families. “Over 65% of our team have been with us more than 15 years,” points out head of licensing, Sandra Vanstan. “Family, people, authenticity and integrity are at the heart of our business. You can feel it in the building and in the relationships we have with our customers and licensors.”

For decades, William Lamb has kept a low public profile. “We haven’t felt the need to put our heads above the parapet and say hi,” says Sandra. “We have a simple business formula: we make great product, make it properly and on time, and if anything goes amiss, we put it right.” Because of that, the company enjoys solid relationships with some of the biggest

Above right: Head of licensing Sandra Vanstan.

Right: Ceo Jonathan Tillery joined the business in June 2025.

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THE BIG INTERVIEW Stepping up the fun

William Lamb is adept at balancing what parents are looking for – practicality, value and longevity – with the fun aspects that appeal to young children.

“We start with quality, fit and safety, then layer in all the magic kids love: colour, characters, lights and novelty details,” says Jonathan. “Parents trust the construction; children love the personality.

We’re lucky to have the support of some local schools, where the children test our shoes and give us feedback.”

When design expertise meets unfettered imagination, the results can be magical. Sandra recalls: “One of my favourite-ever products was a gift set we developed for Start-Rite. It contained Roald Dahl’s Enormous Crocodile book with a beautifully crafted, premium pair of slippers. The crocodile’s appliquéd mouth stretched across the vamp on both feet to create the full character when the slippers were placed together. Seeing this product in store was an absolute ‘squeal’ moment!” names in retail, including Next, Tu, F&F, Barbour, Clarks and MiniBoden, and has a trophy cabinet full of design and licensing awards that it has accrued over the past 20 years.

However, the appointment in June 2025 of new ceo Jonathan Tillery, who has brought with him substantial retail experience from George at Asda, Primark, TK Maxx and more, has injected fresh momentum into the business, prompting the team to step forward and celebrate what has long made the company successful.

“Retail cycles have accelerated, compliance expectations have risen and demand for instant, impactful licensed product has never been higher. That’s exciting, because that’s what we do,” Jonathan explains. “The biggest shift is supporting the growth of our online customers. That means investing in more licences, more options and flexible call-off solutions.”

The strategy is paying off. “We’ve had real success expanding our accessories range,” Jonathan continues.

“Where e-commerce partners might once have taken only backpacks, they’re now taking fashion bags, water bottles and trialling footwear. Many now take our licensed wellies, slippers and back-to-school shoes.”

Design remains one of William Lamb’s strongest differentiators. The company’s in-house designers “live and breathe trends”, working closely with buyers to build ranges that feel both commercially sharp and brand-authentic. Designers are grouped by customer and product type to ensure a deep understanding of each retailer’s shopper, while a team of technical specialists provides support on more complex constructions. It is this combination of creativity and rigour that has cemented the company as a go-to licensee for global names such as Disney, Mattel and Hasbro.

Above: William Lamb works with some of the biggest names in retail and is the official supplier of licensed slippers to George at Asda.

When it comes to selecting licences, a measured approach is central to the company’s success; there’s no scatter-gun brand slapping here. Instead, the company focuses on highperforming IP, such as Bluey and Stitch, providing ‘good, better, best’ options for different price points. Details such as plush ears on backpacks or innovative footwear silhouettes bring characters to life in ways that feel fresh, accessible and true to brand DNA. Concentrating on popular characters doesn’t mean the company is risk-averse. “We exist to serve our customers,” Jonathan notes. “If someone asks for something different, such as a K-pop licence, we’ll find a way to do it. But we’ll do it in a way that is distinctive and has longevity.”

A major part of William Lamb’s value for retail partners is its ability to provide an end-to-end service, covering everything from creative development and sampling to production and delivery. On-the-ground teams in India, China and Vietnam ensure consistency and ethical oversight, and the business works only with factories that meet stringent international standards.

As for the future, Sandra promises “new licences and new products are always just around the corner.” The team also sees potential in the fast-growing kidult segment, where nostalgia-led licences are increasingly resonating with adult consumers. But whatever opportunities lie ahead, the company is perfectly placed to capitalise on them.

“As a family-owned company without shareholders, and in good financial health, we’re able to be agile and try new things,” states Jonathan. “At a time when retailers are having to cut overheads, I’m happy to invest in people. We have strong financial acumen, incredibly creative designers, experienced teams – plus, we’re passionate about what we do. All that makes us the perfect one-stop shop within our shoe and bag specialisms.”

Far left: In addition to footwear and bags, the William Lamb offering extends to licensed accessories such as umbrellas.

Left: Adding fun elements such as plush detailing elevates the company’s core backpack ranges.

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EVENT FOCUS: SPRING FAIR

BRING ON SPRING Spring Fair returns to the NEC Birmingham from 1–4 February 2026, building on its 75th anniversary year with fresh energy and new activations. From baby and toddler gifting to preschool toys and licensed products for little ones, the show continues to offer rich sourcing opportunities for retailers, as PPS discovers.

W

ith over 1,500 exhibitors confirmed – including 400 first-timers – and five new stages and sectors, this year’s Spring Fair is shaping up to be one of its most ambitious yet.

“The team is genuinely thrilled to showcase what we’ve been working on,” says Spring Fair 2026 portfolio director, Jackson Szabo. “This year brings the most significant redesign we’ve implemented in over a decade.

For example, to support our ‘Retail Alchemists’ theme, we’ve created immersive, sensory-rich feature spaces that make the show more navigable and experiential.”

The preschool category remains “vital” to the event, explains Jackson.

“Preschool sits at the intersection of

play, gifting, education, lifestyle and licensing, making Spring Fair the ideal sourcing ground. Our preschool offer supports retailers, children’s boutiques, toy stores, garden centres and general gift shops looking to diversify their ranges. Buyers will find a broad mix of educational toys, developmental products, wooden toys, plush, sensory play, books, puzzles and gifting. Many brands are bringing sustainabilityfocused collections, which are in high demand.”

Among the regular exhibitors returning to the show is Wilton Bradley.

“Spring Fair is a fantastic platform for launching new products, strengthening existing relationships and opening conversations with new customers,” says marketing coordinator Julian Marsh. “The immediate feedback we receive from retailers also

Above: Blade and Rose will be showcasing its bestselling character leggings and hoodies alongside new launches.

Below: Wooden toys from Speedy Monkey will be on show at BTL Diffusion’s stand.

Below left: Jackson Szabo, portfolio director, Spring Fair.

plays an important role in shaping future development. Being able to demonstrate products live, especially preschool ride-ons, really helps communicate their value and appeal.”

At this year’s Fair, Wilton Bradley will be unveiling its new Snootz footto-floor ride-on range, designed for children aged 18 months and up.

“Snootz brings humour, character and imaginative play together in a way that really resonates with toddlers,” says Julian. “Each character-led ride-on is packed with engaging features including smooth 360-degree castor wheels, character sound effects and under-seat storage. The range encourages movement, sensory play and storytelling, while remaining practical and durable for everyday

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EVENT FOCUS: SPRING FAIR use, all key considerations for today’s preschool market.”

Distributor BTL Diffusion UK will be making its third appearance at Spring Fair. “We’ll be spotlighting a good variety of product lines from award-winning brands, including Speedy Monkey wooden toys, Yookidoo bath and water-play toys, Little Big Friends sensory toys and our latest arts and crafts range, Sycomore,” says senior national account manager Alan Houghton. “As BTL works with many retail partners across different sectors, Spring Fair is a great place for us to connect with multiple different types of retailers – and meet new ones – all under one roof.”

Distributor and brand owner Inside Out Toys has been a Spring Fair regular since 2016. “Our team puts a huge amount of effort into our stand design for each show to make the maximum impact for visitors,” says director Nikki Garner.

“This year, we have new additions in the pretend play space, with wooden food crates and a gorgeous hairdresser’s belt, along with some new characters joining the Jumini Friends plush range. There will also be new puzzles and some fun Insect Dominoes! Visitors will also get to see our new Jumini Junior range – a natural progression from our Jumini Baby range – which includes silicone feeding products, lunch boxes and water bottles, and kids’ umbrellas.

“We always produce our new brochure ready to launch at Spring Fair, with new designs either already in our warehouse or due to arrive, so that we can take orders straight away. It’s easier for traders to make buying decisions when they can see the products in front of them.”

Heading to the show for the fourth time is Plus-Plus. “Spring Fair is a fantastic chance to get Plus-Plus in front of the right people, boost brand awareness and make those all-important connections, but what

Preschool on the show floor Baby and preschool suppliers exhibiting at Spring Fair 2026 include Aurora World, Bigjigs Toys, Blade and Rose, Blue Bear & Co, Born Bizzy, Bounce Sales & Marketing, Brainstorm, BTL Diffusion, Floss & Rock, Grubbybub, Halilit, House Of Marbles, Huggables, Inside Out Toys, KandyToys, Keel Toys, Little Paws Big Memories, Orange Tree Toys, Padgett Bros (A To Z), Plus-Plus, Ravensburger, Thames & Kosmos UK, Ty UK, Wilton Bradley and Ziggle Baby. New to the show are Toy Connect, Dry Kids, The Lucky Bag Company, Finest For Baby, Russko, Selbooks, A.B.Gee of Ripley, Cozy Time and Make Believe Ideas. A number of new boutique preschool makers will be exhibiting in the New Business Pavilion.

Left: New products being unveiled on the Plus-Plus stand include the brand’s BIG Flowers Activity Set.

really makes a difference is being able to display built models and creations, and enable hands on play experiences for visitors,” says Claire Coekin, commercial director UK and Ireland.

Plus-Plus will be showcasing its BIG Flowers and BIG Rainbow, designed for little hands with larger pieces for safe, easy building, and themed BIG Picture Puzzles that encourage creativity and early motor skills. “We’ll also be launching products produced under our first-ever licence, Moomin, including BIG Moomin, which allows little ones to create beloved Moomin characters and the Moomin Valley,” adds Claire.

Blade and Rose will be spotlighting its best sellers, such as its signature knitted leggings and licensed ranges, alongside newer collections, including some brand-new preschool styles.

“These focus on comfort, durability and play-ready design, while still Left: Wilton Bradley’s Snootz range of character-led ride-ons for toddlers will be making its debut at the show.

offering the fun, character-led look that Blade & Rose is known for,” says director/founder Amanda Peffer.

“These collections work brilliantly for sibling twinning and make great gifts beyond the baby stage.

“Spring Fair is hugely important for us because it gives us the chance to connect face to face with the preschool, nursery and gifting community and to share who we are as a brand. Blade & Rose is a UK family business born from real parenting, and meeting buyers in person allows us to show not only the quality of our products, but the heart and story behind them.”

The lowdown on licensing Adding another dimension to Spring Fair’s kids’ offering, The Licensing Lab – a curated hub for brand owners, agencies, designers and manufacturers – is back, and “bigger and better” than ever, says Jackson Szabo.

“Licensing is now central to product development across gifting and toys. The Licensing Lab has been significantly expanded, both in footprint and ambition, for 2026. Expect live talks, case studies, illustrator showcases, product reveals and guided introductions between licensors and retailers. In addition, our onstage speakers include animation studio Aardman, and heritage licensing partner and legacy production studio Threewise Entertainment, celebrating 52 years of Bagpuss.”

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Junior Bear, Fox and Owl collections also available.

Thoughtfully designed silicone mealtime essentials for early years created with little hands in mind.

Brought to you by

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Email: sales@insideouttoys.co.uk Web: insideouttoys.co.uk Spring Fair Hall 4, Stand C84-D85

06/01/2026 14:24

NEW PRODUCTS

SPRING FAIR 2026 INSIDE OUT TOYS For Spring 2026, Jumini introduces Jumini Junior, a beautifully designed range of silicone feeding and on-the-go essentials for babies and toddlers.

Featuring suction plates and bowls, bibs, cutlery, lunch boxes, sippy cups and water bottles, the range combines practicality with charming woodland characters and soft, modern colour palettes. Thoughtfully packaged and designed for everyday family life, Jumini Junior complements the existing Jumini Baby collection while offering stylish, giftable solutions for independent preschoolers. Alongside mealtime essentials, the range also features playful children’s umbrellas and a creative chalk collection.

Hall 4, C84-D85 info@insideouttoys.co.uk www.insideouttoys.co.uk

WILTON BRADLEY

ZIGGLE

Support early riding confidence with the Xootz Switch Rider 5-in-1 Folding Balance Trike. Designed to grow with children, it easily converts between trike and balance bike modes to develop balance, coordination and control. Built with a durable steel frame and puncture-proof ten inch EVA tyres, it’s made for everyday adventures. Adjustable handlebars and saddle ensure a comfortable fit, while the lightweight, foldable design allows for easy storage and transport. Suitable for ages two plus, max user weight 25kg.

Hall 5, G30-H31 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

Driven by popular demand, Ziggle Baby has expanded its best-selling silicone teether collection with six adorable new characters: giraffe, elephant, sheep, penguin, duck, and hedgehog.

Acknowledged by recent 2025 Junior Design and Right Start award wins, these nursery essentials combine fun design with practical relief. Perfectly sized for small hands to grip, each teether features multiple textures to massage sore gums. A great value, high-turnover retail essential that parents trust and babies love.

Hall 5 G25 customercare@ziggle.co.uk www.ziggle.co.uk

WILLIAM LAMB William Lamb Group will be showcasing its latest innovations in licensed footwear, bags and accessories at Spring Fair. Discover the next evolution of its product development and explore a portfolio of much-loved household characters and rising stars. Every product is designed and crafted with exceptional attention to detail and uncompromising quality.

Hall 5, K20 customerservice@wlamb.co.uk www.wlamb.co.uk

BTL DIFFUSION BTL Diffusion is pleased to introduce Sycomore, the latest brand to join its growing portfolio. Marking its entry into the Art & Craft category, Sycomore offers a wide range of creative activities for ages three through to teens. Alongside this launch, we’ll be unveiling new products from Speedy Monkey, Little Big Friends, Yookidoo and Cloud b. Visit us at London Toy Fair, stand E46 (main hall), and Spring Fair, stand 4F40 in Hall 4.

Hall 4 F40 alan@btl-diffusion.co.uk www.btl-diffusion.co.uk

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@plusplus_official #plusplustoy

Visit us at...

Toy Fair

STAND B19

Spring Fair STAND 5G31

BIG Rainbow 100 pcs BIG Rainbow 15 pcs tube

BIG Activity Flowers Set

Plus-Plus Toys UK & Ireland Ltd. 00 44 (0)3330 500 144 info.uk@plus-plus.com

www.plus-plus.co.uk

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NEW PRODUCTS

SPRING FAIR 2026 ORANGE TREE TOYS Orange Tree Toys’ dinosaur range inspires imaginative, hands-on play with beautifully crafted wooden figures and scenes. Soft colours, smooth edges, and chunky shapes suit little hands, encouraging storytelling, sorting, and role play. From friendly dinosaurs to playful landscapes, each piece supports fine motor skills and creativity. Designed for durability and safety, the range blends learning with fun, making it a charming addition to playrooms and nurseries alike. Perfect for gifting, early learning, and screen-free adventures that grow with children everywhere.

Hall 5 G14-15 Clarehurlock@orangetreetoys.com www.orangetreetoys.com

ORANGE TREE TOYS

HIPPYCHICK

Orange Tree Toys’ buildable digger is a bright, wooden construction toy designed for little hands. Children can assemble wheels, cab, arm, and bucket using chunky screws, developing fine motor skills and problem solving. The cheerful yellow-and-black design feels sturdy and tactile, encouraging imaginative play once built. Parts can be taken apart and rebuilt again, helping kids explore cause and effect while enjoying classic, fun inspired by real construction vehicles. Perfect for ages three plus and ideal as a gift.

Hall 5 G14-15 Clarehurlock@orangetreetoys.com www.orangetreetoys.com

The Nattou Teddy range remains a firm favourite with retailers and parents alike, loved for its irresistibly soft teddy textures, calming neutral tones and effortless fit with any nursery décor.

We’re delighted to unveil the latest addition: the Teddy Donkey Rocker in beige. Featuring a sweet, friendly donkey face, soft upright ears and a delightfully tactile finish, it also includes reassuring safety features to keep little ones secure.

Hall 5, G36 sales@hippychick.com www.hippychick.com

PLUS PLUS Plus-Plus, winner of the Progressive Preschool Awards Non-Licensed Preschool Range 2025, expands its early-years offering with the new 2026 BIG Flowers theme. This 40-piece set includes a baseplate so little ones can build blooms and gardens while developing imagination, stacking, sorting, and matching skills. Responding to strong demand, a 15-piece tube and 100-piece Rainbow box will also launch in Spring, providing openended, colourful play for children who love creating their own builds.

Hall 5 G31 info.uk@plus-plus.com www.plus-plus.co.uk

RAINBOW DESIGNS Rainbow Designs is not to be missed at Spring Fair, with a dual presence across halls three and four. Showcasing its ever-popular Classic Character collections, visitors can expect favourites including Paddington, Peter Rabbit, Mr. Men Little Miss and Guess How Much I Love You. Also on display are exciting new additions for 2026, including the Care Bears Baby and Disney Dumbo infant ranges, plus an adorable new Disney Winnie the Pooh collection celebrating 100 years of the much-loved bear.

Hall 4, J25 and Cardigans Stand: Hall 3A, M10/M11 01329 227300 www.rainbowdesigns.co.uk

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ENTRIES FOR 2026 OPEN IN MARCH www.ppsawards.co.uk

FREE TO ENTER 10 NOVEMBER 2026 ROYAL LANCASTER LONDON

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NEW PRODUCTS

SPRING FAIR 2026 BLADE & ROSE Famed for its signature knitted leggings featuring playful characters on the bottom, Blade & Rose continues to lead the market with original designs loved by children and gift givers alike. The new Nessie Collection makes gifting effortless, offering an instantly recognisable and delightfully themed outfit that’s both fun and practical. This new collection features leggings, a long-sleeve top, and matching socks, in the durable and soft quality that Blade & Rose is known for.

Hall 5 F28 wholesale@bladeandrose.co.uk www.bladeandrose.co.uk

SASS & BELLE

UNIVERSITY GAMES UK

Introducing Sass & Belle’s latest play sets, designed to delight retailers and families alike. The hero piece features its best-selling Sausage Dog, rendered in soft, calming tones that encourage gentle, imaginative play.

Alongside it, the Strawberry Fun Tea Sets add colour and charm, inviting social storytelling and role play. Sass & Belle lovingly design products that bring joy and smiles to the everyday for those that are young and the young at heart.

Hall 4, H86/J87 info@sassandbelle.com www.sassandbelletrade.co.uk

University Games unveils an exciting new collaboration for 2026, bringing together the best-selling, sensoryrich That’s Not My… touch-and-feel board books with the award-winning Learning Journey educational range.

The preschool collection of games and puzzles features bold illustrations alongside textured patches, fuzzy sections and tactile surprises, designed to encourage sensory exploration and fine motor skill development. Suitable for ages 18 months and up, the range includes floor puzzles, 4-in-1 puzzles and Match It! games themed around Animals, Vehicles and Favourite Things and are presented in vibrant packaging with a rope handle and sample textured piece.

Hall 4, E24-F25 0207 254 0100 www.university-games.co.uk

UNIVERSITY GAMES UK An exciting new preschool launch from University Games is the new Peppa Pig educational range that couples the instantly recognisable Peppa Pig characters with the winning formula of The Learning Journey educational games. The collection includes My First Match It! Tins a Magnetic Sort and Learn Colours game, and a Lift and Learn Puzzle all featuring iconic artwork from the Show. Also on display will be the best-selling 50-strong Learning Journey educational range and the ever-popular licensed preschool games and puzzles ranges.

Hall 4, E24-F25 0207 254 0100 www.university-games.co.uk

BLADE & ROSE Launching this January, Paddington has been reimagined through one of Blade & Rose’s signature clothing collections, a new set filled with charm, comfort, and gift-ready appeal. The range features the brand’s iconic knitted character leggings, instantly recognisable for their fun and quirky designs on the bottom, a soft matching top, a crisp white romper with an all over Paddington London themed print as well as a matching bib and muslin squares. This new launch showcases Paddington himself, complete with his famous red hat and blue duffle coat.

Hall 5 F28 wholesale@bladeandrose.co.uk www.bladeandrose.co.uk

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EVENT FOCUS: NEW YORK TOY FAIR

APPLE PLAY

Well over 650 companies are expected to fill the showfloor at the Jacob K Javits Center in New York from 14-17 February when Toy Fair once again takes over the city. PPS catches up with The Toy Association’s evp of global market events, Kimberly Carcone, to find out more on the show and how the preschool category is playing its part.

O

“

ur team is energised and deeply focused.

The run-up to Toy Fair always brings a special kind of energy - it feels a bit like our own FA Cup,” says Kimberly Carcone, executive vice president of global market events at The Toy Association, when PPS asks how the team behind New York Toy Fair is feeling as the countdown to the 2026 show continues.

“Across product discovery, trend insight and education, the show continues to evolve in ways that reflect what businesses need most right now to succeed in a fast-changing landscape. That makes the work both exciting and purposeful for our team,” she adds.

Toy Fair returns to the Jacob K. Javits Center in New York from 14-17 February, with over 650 exhibiting companies representing every major category of toys, games

Above: Toy Fair sits at the crossroads of global business, media and creativity, says The Toy Association’s Kimberly Carcone.

Below left: Kimberly Carcone, evp of global market events.

and youth entertainment.

This figure includes a healthy number of newcomers, as Kimberly explains: “We’re seeing a healthy mix of first-time exhibitors, from start-ups making their Toy Fair debut to international companies looking to expand into the US market. This presence will be centred around the show’s Launch Pad zone, dedicated specifically to help buyers, media, and other toy professionals easily connect with these newcomers.

“This growing presence of first timers continues to bring fresh perspective and variety to the show floor, which is something buyers consistently tell us they value.”

On the attendance side, interest

from the retail community is also growing. “More than 1,300 global buying organisations have already opted in, with registration spanning 59 countries and including 19 of the top 25 toy retailers - a clear signal of how important Toy Fair remains as a global meeting point,” says Kimberly.

EARNING THROUGH LEARNING Popular initiatives such as Toy Fair University will return – with the 2026 programme delving into topics including AI, sustainability, Gen Alpha behaviours, fandoms and brand protection among others. Kimberly highlights two ‘can’t miss’ sessions – the Safety session, which has been expanded for this year and will respond directly to the complex regulatory landscape that companies are working through, plus the Toy Trends Briefing, an anchor of the day one schedule which provides strategic insight into the play patterns and themes which are expected to guide product development

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EVENT FOCUS: NEW YORK TOY FAIR and retail strategies in the coming year.

On top of this, a number of enhancements have been made to continue to elevate the overall show experience for all attendees. For 2026, this includes updated wayfinding through the Toy Fair mobile app to help make pre-show planning as smooth as possible. Attendees can book appointments in advance, browse toy categories and show specials, as well as access the full Toy Fair University schedule including options to connect with experts and speakers. Onsite, the Toy PLAYCE lounge on Level 3 offers a dedicated spot for recharging and informal meetings, and additional grab-and-go locations - including the Genius of Play Café, Student Showcase and Snack Shack - are designed to help attendees stay fuelled throughout the day.

With so much going on, Kimberly advises visitors – especially those attending for the first time – to have a gameplan in place.

“Beyond what’s happening during show hours, make time to take advantage of all the networking events and happenings taking place after-hours across the four days, including events hosted by Licensing International, Women in Toys and People of Play,” she adds. “You never know where your next connection will happen, and many long-standing Toy Fair relationships have begun in those informal moments.”

Speaking of networking, a key opportunity comes from The Toy Foundation’s 2026 Toy of the Year Awards ceremony, which takes place on Friday 13 February and acts as a kick off to Toy Fair. The gala evening – which is being held at Pier 60 in New York City – will unveil the top toys, games and properties across 16 categories, as well as honouring the newest inductees into the Toy Industry Hall of Fame, who this year include Melissa and Doug Bernstein, founders of Melissa & Doug.

MULTIPLE OPPORTUNITIES Kimberly is keen to point out that Toy Fair and the LA Previews – which have grown in importance over the past couple of years – play complementary roles.

“LA has become an increasingly important setting for long-lead retailer previews, while Toy Fair New York provides a broader, immersive show environment where companies can connect with global buyers, licensors, media and partners at scale,” she says. “Together, they support different points in the product and planning cycle, giving companies multiple opportunities to grow their business.”

Notably, Kimberly says that Toy Fair sits at the “crossroads” of global business, media and creativity. “As the largest toy show in the Western Hemisphere, it offers an unparalleled springboard into the $40+ billion US toy market, drawing key decision-makers (including many of the top global and specialty retailers) who come to scout innovation and make deals.

“It’s also where many industry trends first take shape. Programmes like The Toy Association’s Toy Trends

Above: The dates have also already been confirmed for 2027, with Toy Fair taking place from 20-23 February.

Briefing, which showcases real product examples pulled directly from the floor, and the full slate of Toy Fair University sessions give attendees insight they can use immediately as they walk the show. New York’s proximity to major entertainment and media hubs amplifies that impact.

Nearly 1,000 members of the press typically attend, giving companies a powerful platform to tell their product stories and debut new IP.” Kimberly concludes: “And beyond the show itself, the energy of New York City adds to the experience, inspiring creativity, driving connection and offering a vibrant backdrop for four days of discovery and businessbuilding. It’s this combination of opportunity, visibility, and culture that keeps Toy Fair New York a must-attend event year after year.”

Preschool planning

“Preschool remains one of the show’s foundational categories,” says Kimberly. “It’s where long-term brand-building often begins, and where much of the industry’s innovation in early-learning, sensory play and developmental design takes shape.

“Toy Fair provides preschool buyers with the opportunity to discover both established brands and design-driven newcomers, all in one place and supported by educational sessions that address consumer behaviour and broader market trends.

“Visitors can expect a strong mix of early-learning toys, sensory and skills-based products, open-ended and early STEAM play, plus new licensed preschool ranges. Launch Pad will also feature young companies bringing fresh thinking to early childhood play. For buyers who manage the preschool category, Toy Fair offers an efficient way to compare offerings and understand where innovation is heading for the year.”

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Compact design.

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NURSERY TRENDS Inset: The Aston Martin egg3, launched at K+J 2025, caters to the growing demand for premium baby products.

2026 IN THE NURSERY MARKET

The nursery market is buzzing with fresh ideas, fuelled by the growing influence of Gen Z parents. PPS explores the key trends to watch as the year unfolds.

TRENDS ON SHOW Harrogate International Nursery Fair is the ideal place to track the latest innovations in the nursery space, points out show director Adrian Sneyd. “Standout 2025 moments included the launch of the BabyStyle Egg3 in partnership with Aston Martin, which reflects the growing demand for premium products, and the debut of Welldon electronic car seats from Nora Baby; featuring voice-activated controls, built-in air conditioning with temperature alerts and integrated playlists, they offer a glimpse into the future of child travel,” he comments. “Sustainability also remains a key focus, with the 2025 BPIA Concept & Innovation Award going to Mozomoza’s fully bamboo compact stroller, made without plastic components.”

THE RISE OF AI Artificial intelligence is increasingly making its way into everyday family life through smart products and services.

CuboAi’s Smart Baby Monitor 3, for example, automatically gathers data on sleep patterns and tracks baby’s growth for greater parental peace of mind. This year’s Kind + Jugend international trade show

(15-17 September 2026) has chosen ‘Growing with AI – New opportunities for the baby & toddler products industry’ as its key theme. “We’ll be focusing on the opportunities, advantages and responsible use of AI for manufacturers, retailers and families, while also addressing concerns about data protection, security, transparency and ethical standards,” comments K+J director Jörg Schmale.

(VERY) EARLY LEARNING Gen Z and Millennial parents’ greater awareness of child development and wellbeing is reflected in the toys they are choosing for their little ones.

“In 2026, learning-led play will continue to be a key trend,” says Rebecca Lazarus, UK marketing manager at VTech. “There is a growing focus on early skills such as language, movement and problem solving, supported by products that feel purposeful, durable and offer strong long-term value.”

Toys that deliver social-emotional learning as well as educational benefits are in demand, furthers Glenn Harrison, director of sales and growth at CONNETIX. “Demand for open-ended play aligned to STEAM and MESH learning

frameworks is expected to continue to grow in 2026. While STEAM focuses on science, technology, engineering, arts and mathematics, MESH places emphasis on mental, emotional and social wellbeing – areas increasingly recognised as critical in early childhood development.”

THE RETURN OF BOLD COLOUR “After several seasons of soft neutrals, colour has been re-entering the home and in 2026, this shift will be fully embraced in the nursery,” asserts Eilidh Ferguson, head of design at Avery Row. “One of my favourite colour pairings for 2026, which I’m seeing all over Instagram, is ruby red with sky blue. When used subtly, these richer hues bring personality and depth to a nursery while still maintaining a calming environment for little ones and parents.”

Paul Walker, director of product and design at iCandy, flags rich chocolate brown as a key shade for 2026. “It’s a deeper neutral that brings warmth, sophistication and a sense of subtle luxury to family essentials.

It reflects the growing demand for premium neutrals, offering a modern take on understated elegance set to resonate strongly in the coming year.”

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Chicco Meraviglia 4 in 1 Highchair One chair for every stage.

The all-in-one evolving chair. The only all-inclusive wooden chair that grows with your child from birth through adulthood, ready to use, effortlessly transforming and folding as needed.

Certified for use from 0 months up to 110 kg

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65 NEW PRODUCTS

GRACO

NURSERY

Graco introduces the Eluma Sway, a next-generation baby swing designed for modern families. Suitable from birth up to 9 kg, it combines comfort, style, and AI-powered Cry Detection Technology to respond instantly to your baby’s cries with soothing motion and sound. Featuring four swing motions, three speeds, gentle vibrations, calming melodies, and adjustable volume, Eluma Sway adapts to every mood. Its compact design, soft machinewashable fabrics, removable toy bar, and three recline positions deliver personalised comfort - all at an affordable £200. uksales@allisonbaby.co.uk https://gracobaby.eu/uk

JOIE

JOIE

JOIE

Introducing the new versadrift from Joie, a versatile stroller designed to adapt effortlessly to your baby’s needs.

Its 360° swivel wheels glide smoothly around busy streets, shops, and public transport, while four modes in one offer seamless transition from newborn carrycot to infant carrier. The flatreclining seat, three-position recline, and calf support ensure comfort, while Flex Comfort Ride suspension smooths every stroll. UPF50+ canopy, all-access storage, and one-hand fold make versadrift the ultimate companion for parents on the move. uksales@joiebaby.com www.joiebaby.com

Introducing mydrift from Joie, a compact, versatile stroller designed for forwardthinking, onthe-go parents.

Its 360° swivel wheels and all-wheel suspension make city streets and travel effortless, while puncture-proof tyres ensure durability. Suitable from birth through toddlerhood, mydrift pairs easily with Joie infant carriers and features a multi-position recline, UPF50+ water-repellent canopy, and one-hand fold for stress-free storage. Smooth, comfortable, and compact, mydrift delivers the ultimate combination of manoeuvrability, convenience, and protection for families on the move. uksales@joiebaby.com www.joiebaby.com

Introducing valora from Joie, the compact, lightweight pushchair designed for modern city families.

At just 51.5 cm wide, this 4-in-1 stroller pairs with infant car seats or carrycots, transitioning easily from newborn to toddler. The seat reclines fully for safe naps, while all-wheel suspension ensures a smooth ride.

With UPF50+ water-resistant canopy, large storage, and one-hand fold, valora combines style, practicality, and convenience, perfect for urban living and families seeking maximum functionality without compromise. uksales@joiebaby.com www.joiebaby.com

THULE For fitness-focused parents or active families on the go, the Thule Glide 3 is the ultimate product. Designed specifically for jogging, this high-performance stroller combines lightweight aerodynamics with exceptional manoeuvrability and comfort.

With large, one inch rear wheels and a fixed front wheel for smooth, stable jogging, plus enhanced suspension for a gentle ride, it’s perfect for parents who want to stay active without compromising their child’s comfort. Sleek, durable, and built for performance, the Thule Glide 3 makes every run a shared adventure, making it a standout addition to any gift guide. emma.peak@thule.com www.thule.com

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The UK’s ONLY Nursery

TRADE SHOW

SEE YOU NEXT YEAR! 18th to 20th October 2026 Priority booking (for previous exhibitors) opens 2nd December 2025

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18th-20th October 2026

Harrogate Convention Centre

www.nurseryfair.com

19/11/2025 15:00:58 05/01/2026 18:43

65 NEW PRODUCTS

NURSERY THULE Thule introduces the Thule Palm, a high-back booster seat designed to meet the latest i-Size standards while delivering outstanding everyday comfort for growing children. Developed with both safety and ease of use in mind, Thule Palm redefines long-distance child travel with a simple principle: comfort equals safety. emma.peak@thule.com www.thule.com

ADDO PLAY

COMMOTION

Say hello to Bella Bunny… the gorgeously soft, delightfully cute grey Bunny from Snuggle Buddies.

Bella Bunny is a little dreamer who loves to be asleep just as much as she loves being awake - she can’t wait to nap and cuddle with you.

She has super-soft plush fur, sweet, embroidered features and weighted beans in her body, which means she can sit upright all on her own. She is also made using recycled materials equivalent to 12 plastic bottles. sales@addoplay.com www.addoplay.com

Spark architectural creativity with this stunning and unusual set of crystal colour gem building blocks.

The versatile luminous shapes support open-ended construction, balance, stacking and problemsolving, while inspiring storytelling and language development. The FSC-certified beechwood tray has a mirrored base for intriguing extended play.

Compatible with other tickit Wooden Building Gem Blocks, this adaptable and tactile resource grows from simple toddler play to more complex builds. info@commotion.co.uk www.commotion.co.uk

7AM ENFANT The new rainwear collection from 7AM Enfant blends practicality and playful style to keep kids dry and cheerful in wet weather. Pieces like the 7AM Rain Jacket Kids and 7AM Worker Rain Jacket Kids come in a range of delightful prints such as Rainy Stars, Rainy Trees, and Rainy Houses, all in soft tones and cheerful patterns.

These waterproof, eco-friendly items make rainy days more fun while offering reliable protection for outdoor play in puddles and showers. sophie.s@7amenfant.com www.7amenfant.co.uk

CUDDLECO CuddleCo’s new season collection marks a confident evolution for the brand in 2026, led by its flagship Beaumont furniture range. Blending period design features with an elevated finish, Beaumont reflects CuddleCo’s commitment to quality and longevity. With refined detailing and a carefully considered design, the collection grows with families beyond the baby stage with convertible elements throughout. Reinforcing CuddleCo’s long-term vision to accompany parents from pregnancy through to early childhood and beyond. sales@cuddleco.co.uk www.cuddleco.co.uk

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EXECUTIVE PROFILE Right: Philip Nelson

Philip Nelson, co-founder of littleCONCEPTS, on navigating the ups and downs of the market, giving more support to bricks and mortar stores and the benefits of having an office dog.

“EVERY CHALLENGE HAS BEEN A LEARNING OPPORTUNITY” HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?

close because of rising costs and falling footfall. We really hope things turn around.

We’re celebrating littleCONCEPTS’ 10th year trading in 2026 – time really does fly when you’re having fun.

WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

Step away from the day-to-day and look at the bigger picture. Easier said than done, but it really helps you see the opportunities beyond the chaos.

Navigating the ups and downs of the market over the years. Every challenge has been a learning opportunity and getting through them all with the team is something I’m really proud of.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?

FAVOURITE PART OF YOUR JOB?

Don’t react too quickly to every problem. Staying calm and taking a measured approach always leads to better, more stable solutions.

Working closely with our brands. Their creativity, ethos and sheer determination – even under tough conditions – is genuinely inspiring. It never fails to spark new ideas.

IF YOU COULD CHANGE ONE THING ABOUT THE NURSERY/PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?

WHO IS THE UNSUNG HERO OF THE COMPANY?

More support for bricks and mortar stores. They’re vital to the industry, and without them, we risk losing the personal touch and discovery that make toys so magical.

Mack, the office dog! He’s a walking reminder to step away from the screen. Most of our best ideas happen on his walks, so in a way, he’s our secret weapon.

WHAT THREE WORDS WOULD YOU USE TO DESCRIBE YOURSELF (AND WHY)?

WHAT IS THE BIGGEST CHANGE WITHIN THE NURSERY/PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT? The decline of the high street. It’s been heartbreaking to see so many well run independent toy and gift shops

Creative - I love finding fresh ways to position products and solve challenges in a fast-moving market; Meticulous – attention to detail is key, from managing ranges to ensuring compliance and strong partnerships; Driven – I bring energy and determination to everything I do, especially when it comes to finding new solutions.

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12-13 MAY 2026 BUSINESS DESIGN CENTRE ISLINGTON, LONDON

The ultimate destination for stationery products

www.stationeryshowlondon.co.uk To discuss exhibiting, please contact Chantelle White: chantellew@max-publishing.co.uk Max Exhibitions, United House, North Road, London, N7 9DP

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RETAILER IN NUMBERS

BEST SELLERS

“Smart Games’ logic puzzles are awesome, as is the brand’s SmartMax magnetic toy range for babies/toddlers. Plus-Plus is super popular too; the kids are always topping up their collections with new sets. As for Christmas bestsellers, the Smartivity range from Inside Out Toys was a stand-out.”

CHALKBOARD IN NUMBERS

Based in London’s Northcote Road, educational toy specialist Chalkboard offers a hands-on shopping experience, with customers invited to pop into the store to ‘try before they buy’. Here, co-owners Chris Songprasert and Giovanna D’Urso detail the retail initiatives and bestselling products that keep engagement high, and resulted in a well-deserved win in the Best Independent Toy Retailer category at the 2025 Progressive Preschool Awards.

BEING SOCIAL

“Social media is huge for us as we don’t currently have a website. You’ll often catch us on Instagram doing silly things or demonstrating new products in-store. We also offer a personalised shopping service whereby we send videos of us walking around the store recommending things we think would work for the ages/interests that the customer has asked for.

We think this sets us apart from places like Amazon as it gives a more tailored shopping experience.”

Above: Chalkboard’s speciality is toys and games that help children learn and create.

TRADE SECRETS

Above: Plus-Plus products are best sellers for Chalkboard.

“2025 was arguably a tough one. Many of our regular customers have moved away, choosing more space for the same money as they were spending in London. So, we are having to charm new customers, which is really fun, but it’s a time of uncertainty for sure.”

LOCAL SUPPORT

“We are very lucky to have a wonderful local customer base. They really champion independents and want them to succeed. We couldn’t make it work anywhere else – we are blessed, for sure.”

BRAND NEWS

Above: The store opened its doors in 2020, just three weeks before the first lockdown.

TREND WATCH

“Fidget and sensory toy ranges are very popular and kids often spend their own money on them. Viral products like Needoh and 3D printed fidgets are always sought after. Interestingly, we saw a dip in popularity for pure science products last year, with parents favouring engineering more.”

IN BRIEF

Above: Owners Chris and Giovanna have noticed a rise in demand for engineering toys.

• We operate as a team of two.

• Average customer spend is around £20.

• Our last delivery contained 30 boxes.

• We refresh our window display once or twice every month.

• Our shop is about the length of eight old-school chalkboards laid end to end.

“Smart Games and Learning Resources have been our go-tos since the beginning.

We’ve also been keen to introduce some fellow small businesses to the shop. Local mum and dad owned Tiny Ink makes gorgeous reusable silicone colouring mats that are a must have for any parent’s bag. They’ve been selling like hot cakes.”

MY HERO

“Foil Fun from Skillmatics makes a great gift and rainy day activity. Even as an adult, it’s really satisfying to do. Shout out also to the mum-made Small Fries Games range of baby/toddler games. They are brilliant for encouraging language, observation and memory.”

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For enquiries, please email contactus@cloudcoentertainment.com TM & © TCFC

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