19th - 21st May 2026
Toymaster is pleased to invite all Independent Toy, Model & Hobby and Gaming retailers from the UK and Ireland to attend the 2026 May Show.
We welcome you to join us at the Majestic Hotel in Harrogate, where you’ll have the opportunity to connect with a variety of Suppliers and explore an extensive range of products tailored to meet the needs of all retailers.
For more information and to register online, please use the following link:
It seems that we’ve blinked and we are almost half way through the year. And while a lot has happened during the first part of 2026 so far – on a real world scale and within our own corner of it – the next part is going to switch the dial up another notch.
2026. Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept
new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
It begins this month with the industry’s return to Harrogate for one of the most popular events in the calendar, the Toymaster May Show. Speaking to a range of exhibiting suppliers in this issue, the affection in which they hold the show is obvious and explains why so many companies return again and again.
Toymaster occupies a unique
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
ISSN 2515-8570
position in the retail landscape, as one of our contributors pointed out – with strong local stores offering great product selections combined with local knowledge and service. Another supplier highlighted that, by May, the independent retailers understand how their year is going and they come to Harrogate ready to commit for autumn/winter.
Toymaster has always been an order writing show and it is clear the respect which is held among the suppliers for the independent toy trade – the “heart of our business” and “our boots on the ground” were just two of the descriptions used.
Staying with Harrogate, and there has also been some strong moves
ADVERTISING AND COMMERCIAL: Jo Pilcher jop@max-publishing.co.uk
being made of late by the organisers of the Harrogate International Nursery Fair. This October’s show will introduce a New Brands Zone, offering new and emerging brands the chance to take their place on the show floor with an exclusive, fully supported exhibition package.
In addition, a partnership has been secured with the Baby Products Industry Association for a dedicated pavilion at the show. Both are excellent initiatives to enable smaller companies with a chance to get more involved with the event and should be applauded.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
Elsewhere in the issue, we put the spotlight onto the creative play and arts and crafts sectors, infant travel and role play – all of which are currently enjoying some strong sales as we move further into the summer months. Now we just need some prolonged periods of sunshine and we’ll try not to blink so it lasts for as long as possible.
We hope you enjoy the issue.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
The Progressive Preschool Team Samantha Loveday, Jo Cassidy, Tessa Clayton and Rob Willis.
THE CARRIER THAT STARTED A MOVEMENT
07 News
The latest updates from across the baby and preschool industry.
15 Guest Columnist
Samantha Hayhurst, head of marketing at Learning Resources, discusses why school readiness is no longer a niche concern, but a mainstream priority for parents.
18 Industry Roundtable
Six leading toy industry executives come together to share their perspectives on the Toymaster May Show.
25 Master plan
PPS takes a look at what visitors to the Toymaster May Show can expect from a number of exhibitors with preschool product.
38 The Big Interview
Casdon’s md Phil Cassidy on the role-play toy specialist’s 80th year in business.
Sector Focus
Creative Play and Arts & Crafts.
48 The Big Interview
Jen Tyley, marketing and e-commerce director at Start-Rite Shoes, explains how retailers can step into children’s footwear with confidence.
51 Sector Focus Role Play.
58 The Big Interview
Chris Bartling, product development manager at Connetix, discusses the company’s latest wave of must-have products.
65 Sector Focus Infant Travel & Holiday.
75 Sector Focus Baby Carriers.
81 Executive Profile
Josh Beevor, director/key account manager at Orchard Toys, in the hotseat.
83 Retailer in Numbers
PPS finds out more about Perfect Little Thing in Adlington.
The Progressive Preschool Awards is returning to the Royal Lancaster London in 2026 – its 14th year – with entry for all categories now open.
The PPS Awards is the preschool product and retail sector’s standalone awards ceremony to recognise and reward excellence across product and retail, with the special awards also spotlighting marketing and individual achievements.
Entries are free and are completed via the online portal: www. progressivepreschoolawards.co.uk. The deadline for submissions is Friday 19 June 2026.
The product awards are judged by an independent panel of buyers and industry executives,
while the retail categories are judged during an extensive, inperson roundtable panel of the top suppliers across the sector. The winners will be revealed at a lavish daytime ceremony on Tuesday 10 November that brings together suppliers and retailers across toy, nursery, gift, apparel, publishing, licensing and beyond in what is hailed as one of the best networking days of the year.
“It’s always exciting to get the entry portal open and see the first flurry of submissions come in,” said Rob Willis, coo and joint owner of Max Publishing, which owns and organises the PPS Awards. “From innovative product development to confident retail strategies and standout marketing campaigns, the past year has delivered on many fronts in this vibrant arena. We’re looking forward to seeing that quality reflected in this year’s entries, and, of course, to celebrating with you all in November.”
For entry and sponsorship enquiries, please contact Rob Willis or Jo Cassidy, while tickets and tables can be secured via https:// www.max-subscriptions.net/ticket s/#progressivepreschoolawards or Createvents on 01183 340085.
The Puppet Company has been named the East of England winner in the Family Business category at the Small Business Growth Awards, organised by HSBC UK and the Federation of Small Businesses.
The Family Business Award category recognises familyrun SMEs with fewer than 250 employees, with judges assessing how family values contribute to business success. The company will now progress to the national final.
Founded 25 years ago by former teachers Sue and Peter Lockey, the business began with products designed at the family kitchen
table to support children’s learning through play. Its puppets and soft toys are now sold internationally.
The company remains familyrun, with members of the founding family involved across the business, including in design, marketing and sales. Following Peter Lockey’s passing in 2021, the family has continued to lead the company.
Regional winners attended a ceremony at the University Arms in Cambridge on 30 April. The national final will take place at London’s Savoy Hotel on 4 June.
The countdown continues to Harrogate International Nursery Fair, with the show introducing a dedicated BPIA Pavilion and a New Brands Zone for this year.
The show – which takes place from 18-20 October - is offering new and emerging brands the opportunity to take their place on the show floor, by introducing a dedicated New Brands Zone in Hall C, complete with an exclusive, fully supported exhibition package.
Created specifically for startups and smaller companies – and with a turnkey package from £885 - the initiative is designed to remove the barriers to entry and give new businesses a powerful platform to present their products to both major retailers and independent buyers.
The New Brands Zone package includes a 2m x 2m stand area,
carpet and full shell scheme walling with a 1m high divisional wall between stands, an illuminated fascia nameboard with stand number, plus the choice of either a 1m full-height graphic panel or a 1m slat wall on the back wall, and a front counter cupboard with custom graphic and a stool.
In addition, a partnership has been secured with the Baby Products Industry Association for a dedicated pavilion at the show. A standard 2×2 metre stand in the pavilion is priced at £885, with optional
Peg Perego UK has been appointed as the exclusive distributor for OKBaby across the UK and Northern Ireland, effective from May 2026.
The agreement brings together two Italian, family-owned nursery brands with longstanding ties to the UK market.
The partnership will focus on supporting independent retailers by providing access to OKBaby’s bathing and potty-training range, supported by Peg Perego UK’s distribution network and market presence.
extras including power (£145) and LED lighting (£45). However, BPIA members can access an exclusive package for £860 – fully inclusive of power and lighting –delivering a 20% saving. The Pavilion is exclusively available to BPIA members. Startups wishing to exhibit can join the BPIA at a special one-off rate of £100, bringing the total cost of exhibiting, including membership, to just £960. The package also includes a full year of BPIA member benefits.
Phil Howe, country manager UK & Ireland at Peg Perego UK, said: “We are delighted to bring OKBaby into our portfolio for the UK and Northern Ireland. This partnership brings together two brands with shared values and heritage, and we see significant opportunities to support our retail partners with a complementary and highly specialised product offering.”
A spokesperson for OKBaby added: “Partnering with Peg Perego UK represents a key milestone in our international growth strategy. Their strong reputation and established retail network make them the ideal partner to further develop the OKBaby brand in the UK and Ireland, particularly as we celebrate our 50th anniversary.”
For the latest news visit PreschoolNews.net
KEEPING YOU UP TO DATE WITH THE LATEST STORIES
Recycle to Read has launched its hard plastic toy recycling service in 167 Tesco stores nationwide, following a successful early roll-out across UK schools and communities.
The programme – developed by Wastebuster in association with Products of Change – brings together Tesco, Mattel, leading UK children’s publishers and other toy companies in a unique cross-sector collaboration to deliver a scalable hard plastic toy recycling solution while supporting children’s literacy.
Mattel joins as a programme sponsor across the Tesco network, supporting the expansion of the industry-wide initiative, which also forms part of an international research programme exploring circular economy solutions for the toy sector.
Families can return broken hard plastic toys through in-store collection bins for recycling, helping schools earn books and supporting children’s environmental education and literacy.
Recovered materials will be sorted and mechanically processed in the UK by authorised recycling partners.
“Recycle to Read supports families in learning about the environmental benefits of toy rehoming and
recycling, while rewarding them with books for taking part,” commented Katy Newnham, founder of Wastebuster. “What better way can we inspire and empower children to make pro-environmental choices, than by storytelling with their favourite characters and giving them an opportunity to send their unwanted toys on a new adventure that is good for the planet?”
Applications for exhibition space at Toy Fair 2027 – which runs from 19-21 January at London’s Olympia – are now being accepted by the BTHA.
Three stand options are available: space-only, shell scheme, or a shell scheme economy package within the ‘Gold Zone’, an area designed to champion smaller, up-and-coming companies.
Companies who pay a 25% deposit by 15 May will benefit from a 3% early booking discount applied to their balance invoice.
“Toy Fair 2026 marked a positive step forward for the industry, with a sense of optimism returning to the halls through an impressive line-up of exhibitors and a vibrant
audience of visitors,” said Majen Immink, head of Toy Fair. “We are excited to build on the momentum at Toy Fair 2027. We have already seen significant interest in stand bookings and anticipate a high number of returning exhibitors, so I would urge companies considering exhibiting to submit their applications as soon as possible.”
Head to www.toyfair. co.uk for full details.
Visitor registration will open in October on the Toy Fair website.
Baby carrier brand
Ergobaby has revealed a global brand relaunch aimed at reinforcing its position in the ergonomic babywearing category and appealing to a new generation of Gen Z and Millennial parents.
The update is centred on ‘The Science of Comfort, The Magic of Connection’, which brings together the company’s existing research base with a redesigned digital experience intended to help consumers navigate an increasingly crowded carrier market.
According to the company, the relaunch responds to the growth of look-alike products that prioritise aesthetics over ergonomic design. Ergobaby said its new
online platform will provide clearer guidance on safety, comfort and correct positioning, supported by educational tools and CGI visuals.
Heberto Calves, chief marketing officer at Ergobaby, said: “Parents are navigating more choices and more opinions than ever. Not all carriers on the market are built with proper ergonomics, which means families may miss out on the comfort and safety then never get to the bonding babywearing can truly provide. This evolution doubles down on what defines Ergobaby – design you want to wear, grounded in the science that keeps babies and caregivers comfortable and connected.”
The company said the
The Baby Products Industry Association (BPIA) has announced plans to host a UK Pavilion at Kind + Jugend 2026, while also strengthening its member support with a new executive appointment focused on funding guidance.
The international trade fair will take place from 15-17 September 2026 in Cologne, bringing together global buyers, retailers and distributors across the baby, toddler and nursery sectors.
The UK Pavilion will provide British brands with a collective exhibiting presence aimed at increasing visibility and reducing the cost and complexity of attending
independently. Exhibitors will benefit from shared infrastructure, sectorfocused positioning and promotional support designed to drive footfall.
The association is encouraging early registrations, with companies that register interest by 30 May 2026 eligible for a 5% discount on exhibiting rates. Stand layouts and pricing are currently being finalised.
Alongside its export-focused
repositioning reflects wider shifts in parenting, including increased involvement from multiple caregivers, the influence of Millennial and Gen Z consumers, and the impact of hybrid working and more diverse family structures.
As well as a refreshed visual identity focused on modern families and shared caregiving, the company will expand its retail presence and introduce more design-led product options.
activity, the BPIA has also appointed Jennifer Lake of Bug Grip to its Executive Committee in a newly created role centred on funding and financial support.
The position has been introduced to help members navigate an increasingly complex funding landscape following the removal of schemes such as the UK’s Trade Access Programme. The BPIA said the role will focus on providing guidance on accessing funding opportunities across trade, innovation and export.
The association said the move reflects its ongoing focus on supporting members looking to scale and expand into new markets, while ensuring they remain competitive in a global marketplace.
Samantha Hayhurst,
discusses why school readiness is no longer a niche concern, but a mainstream priority for parents, and how retailers can tap into this.
The annual buzz around primary school offer day made headlines this year not because of parents clamouring for coveted school places, but because many are now asking a different question entirely – ‘Is my child ready for school in September?’
School readiness has risen sharply in prominence over recent years, becoming especially visible post pandemic as teachers reported more children starting Reception without the basic skills needed to thrive. Kindred²’s six-year study of thousands of teachers found that 37% of children joining Reception in 2025 were not school ready, a significant increase on previous years. Even more concerning, teachers estimate that 2.4 hours of teaching time per day are being lost to helping children catch up on essential skills.
Parents are feeling the pressure too. Balancing a child’s emotional needs with their developmental progress in an ever-changing world can be overwhelming for the whole family. At Learning Resources, we’ve long been known for educational and developmental toys, but our focus goes beyond simply offering products. We want to work closely with schools and families to support the core skills children need in ways that are play filled, engaging and not reliant on prescriptive learning.
This commitment led us to create our ‘Big School Ready’ guide
which is a free, comprehensive resource for families featuring checklists, activity ideas, expert tips from teachers and educational specialists and, most importantly, reassurance for parents and carers. On the back of this guide, we’re launching our ‘Little Lessons’ series which will break down key school readiness skills into simple, everyday actions that parents can weave into home routines and playtime as September approaches. We recently brought Big School Ready to life with a family event hosted by leading educational influencer Mr Hallahan. He offered practical advice to parents, demonstrated how our products can be used at home, and explained the developmental skills each one supports. The response from families was incredibly positive, reinforcing the need for accessible, expert led guidance.
While traditional back to school campaigns have focused on uniforms, backpacks and stationery, retailers now have a significant opportunity to meet a growing consumer need. School readiness is no longer a niche concern, it’s a mainstream priority for parents and indeed the Government which has set a target for 75% of five year olds to achieve a good level of development in EYFS by 2028. Retailers can tap into this by aligning their back to school ranges with the skills children need to start school: fine motor skills, independence and social
emotional learning. If a child shows a natural interest in certain subjects, then products that support early maths and literacy are also hugely beneficial in terms of encouraging enthusiasm for these core subjects. Our Big School Ready kit is a valuable resource for retailers, and we’re working with key partners to encourage social sharing, themed merchandising and early campaign activation to ensure strong parent engagement.
And it’s not just the toy sector that stands to benefit. School readiness spans multiple industries. This creates a powerful opportunity for the entire preschool sector to build meaningful campaigns and curated product ranges that sit outside traditional back to school products, supporting children’s foundational skills and helping them to master physical and emotional skills that will prepare them for Reception class and beyond.
Our Big School Ready Guide can be found on our website and downloaded as a pdf for parents. Each aspect of school readiness is explored in detail with a series of product suggestions aligned to help develop and support each skill. We also have lots of additional content with input from our trusted KS1 experts who have worked closely with us to create the campaign and these can be found in our blog section.
https://www.learningresources. co.uk/big-school-ready
Six leading toy industry executives come together to share their perspectives on the Toymaster May Show, from how 2026 is shaping up for their businesses to what they’ll be spotlighting at this year’s event, as well as the key challenges and opportunities facing the preschool play sector.
HOW HAS 2026 BEEN FOR YOUR BUSINESS SO FAR?
Becky Matthews, global sales and marketing director, Golden Bear Toys: “We have hit budget year to date, which we are really pleased about, and we have some positive selections across the globe for the remainder of the year. We’re hopeful that we will continue to see positive growth YOY.”
Martin Ringer, sales director, Aurora World: “Overall, business for the first four months of 2026 is 25% up, with Toymaster business following this trend in relation to volumes and wider member distribution.”
Philip Kaye, md, Kayes of Cardiff: “The start to 2026 is very encouraging for the independent sector. The flexibility that the indies offer and their adaptability to trends and economic factors allow them to tailor their businesses to the current market.”
Neil Saunders, head of sales, toys, TOMY UK: “We’ve had a very strong start to 2026 in both the UK and Europe. Our classic core brands such as preschool and games have seen positive sales so far vs last year. Nuremberg was a fantastic showcase for our 2026 line-up and we came away from that show buoyed for the year ahead.”
Gary Hughes, head of UK sales, Rainbow Designs: “We’ve had a very strong start to the year, both in terms of sales and overall interest. We’re seeing phenomenal engagement across many of our core ranges including Bing, Paddington, Peter Rabbit and Disney Winnie the Pooh.”
Dan Ward, head of sales, Craft Buddy: “Adding Hello Kitty to our licensing portfolio has been exciting and launch sales have been strong. We are debuting our Hello Kitty Sticker Album in May, which we hope will replicate the success of our Harry Potter Sticker Album and bring a new dimension to the category.”
WHAT CAN WE EXPECT TO SEE FROM YOU AT THIS YEAR’S TOYMASTER MAY SHOW?
Becky: “More of the good stuff! Our timeless In the Night Garden line keeps going strong, and our
Hey Duggee and Sooty licensed ranges are always firm favourites.”
Martin: “We’ll be spotlighting Aurora World’s hugely successful Palm Pals brand and focusing strongly on our licensed portfolio.”
Philip: “I expect to see positivity in buying patterns and excitement around the new brands that we will be offering at the show including Nixy Toys, Bontempi and Spin Master.”
Gary: “As always, we’re excited to showcase our Toymaster bestsellers, including Paddington, Bing and Mr. Men Little Miss, alongside the popular interactive Happy Yappers range, new licence Pembe the Pink Cat, and our Cutydoos and Care Bears Baby collections. We will also be offering exclusive opportunities for Toymaster members, including a special competition, shelf-ready minimum order packs and replenishment incentives.”
new launches to the independent toy trade and discuss ways in which we can work together in the build-up to Christmas. Indies are always closest to the consumer and are experts in their field – it’s always key to hear their opinions and how their needs may have changed.”
Martin: “Toymaster occupies a unique position in the retail landscape, with strong local stores offering great product selections combined with local knowledge and service. The opportunity to see and speak to the members during the May Show is invaluable in securing wider distribution and product visibility in store, particularly leading into Q4.”
Philip: “The show is now our main public exposure as a company following our withdrawal from the national exhibitions, which proved consistently uneconomical for us.”
Dan: “We will be concentrating on our autumn/ winter Crystal Art range; in particular, 3D Buddies. We are also launching a new brand of model building kits, L'il Worlds.”
THE MAY SHOW IS CONSISTENTLY SOLD OUT BY JANUARY EACH YEAR. IN YOUR OPINION, WHAT IS THE SECRET TO ITS SUCCESS?
Becky: “It’s THE show in the calendar where you get to speak directly to the independent toy trade, showcase your product and get honest and open feedback. It has historically been a good order-writing show for us as a business, but it’s not all serious! It is also known for its after-parties and catching up with customers and friends old and new over a cheeky beer is always a highlight.”
Martin: “It’s supported well by the members, marketed well and is a great focus for both vendors and the stores.”
Neil: “The show set-up allows for great interaction between each retailer and their suppliers, products have room to breathe, and we can really get our key messages across. You can also see the effort that the Toymaster team put into the event each year to ensure it runs so smoothly for everyone who attends.”
Dan: “The organisers make it a fun event to attend. It’s great for networking and everyone looks forward to going.”
Becky: “The May Show has always been an important date in the diary, especially so this year as we didn’t exhibit at London Toy Fair. It’s an opportunity for us to showcase our products and
Neil: “By May, the independent retailers understand how their year is going, so they come to the show ready to commit for autumn/winter. The independent sector is a significant driver of the TOMY business each year and our sales agents are a huge factor in that success. This show allows them to have valuable time with the retailers and allows us to clearly highlight our priority lines for the year ahead.”
Gary: “The Toymaster Show is a fantastic opportunity to reconnect with our existing retailers and well as meet new ones. Independent retailers are the heart of our business. They are our ‘boots on the ground’: we listen to their feedback, act on it, and always consider their retail landscape when developing new products and collections.”
Becky: “I will never forget the angle grinder and sparks coming from the nether regions of leather clad dancers on stage during the after-party – for some reason it has stuck in my mind!”
Philip: “We always attend the entertainment and awards evenings at the show and receiving a Special Recognition Award in 2024 was definitely a standout memory.”
Neil: “I would be in big trouble if I didn’t say it was Mrs Saunders accepting my marriage proposal on stage back in 2016! Nothing will ever beat that for me.”
Gary: “It wouldn’t be Toymaster without a visit to the local fish and chip shop –famously advertised as serving the best fish and chips ever. So, at the end of the Toymaster week, Zara Grindrod, our brands, international and new business director, and I put this to the test and share some fish and chips. I can confirm they live up to the claim!”
to be strong so that we all benefit from it and feed off each other. To continue to be strong, we need innovation and creativity across product, characters and IP. We’re continuing to see growth with in-house products and brands such as Palm Pals and Spudsters, alongside great licensed crosscategory partnerships and products.”
“The biggest challenge facing the toy industry now is navigating its way through the government pressures being imposed on it, with increased expenses on many fronts. Ensuring maintenance of good margin is essential in the face of ever-increasing overheads.”
Neil: “The full effect of the war on Iran is yet to be seen, but this could have major ramifications on pricing and supply for AW26. The biggest opportunity for TOMY is the fact that we have a tremendous back catalogue of product, along with upcoming innovations, that we can tap into going forward.”
Dan: “I think the highlight for me was when we turned the Toymaster team into Crystal Art Buddy characters.”
WHAT ARE THE KEY CHALLENGES FACING THE TOY INDUSTRY AT THE MOMENT? AND WHAT ARE THE OPPORTUNITIES?
Becky: “The uncertainty of oil prices and whether cost prices will need to go up is definitely a challenge we’re navigating. But the opportunities feel endless at the moment. There are some fantastic brands in the market and a strong film slate coming up. And we’re seeing great potential in highly demonstrative lines with discovery on Tik Tok which feels like a new opportunity for retail.”
Martin: “I’m a firm believer in the channel needing
Gary: “The toy category remains highly competitive, with limited and often shrinking shelf space largely dominated by established licences. At the same time, there is clear consumer appetite for something new –a genuine ‘reason to buy’. That’s where we see strong opportunity. By combining well-loved characters with thoughtful, age-appropriate design, we can offer products that feel both familiar and fresh, helping retailers balance proven sellers with carefully considered newness.”
Dan: “Increasing shipping prices and transit times are a problem, as are increasing fuel prices and the fact that people have less disposable income. That said, we have a great opportunity with our new global NBCUniversal licence, which is opening up a lot of new territories for us.”
Build your ow n track, use the funnel to squir t water, add bubbles & colour to your bath!
The countdown is well and truly on for one of the most anticipated dates in the independent toy retail calendar: the Toymaster May Show. Taking place from Tuesday 19 to Thursday 21 May 2026 in the grounds of the DoubleTree by Hilton Harrogate Majestic Hotel & Spa, the event promises three vibrant days of product discovery, networking and celebration, with preschool toys and games among the latest innovations in the spotlight.
Renowned for its warm, communityled atmosphere, the Toymaster May Show continues to go from strength to strength. Following the success of last year’s event – which welcomed more than 100 suppliers and hundreds of retailers – the 2026 show was fully booked by December 2025, offering clear proof of its enduring appeal and importance within the industry.
“The Toymaster May Show matters more than ever,” says Sam Gascoigne, Toymaster’s member support and retail recruitment manager. “It’s the only trade show in the UK and Ireland entirely dedicated to independent bricks and mortar toy retailers, putting the spotlight fully on the indies for three days.”
This year, 110 suppliers will be exhibiting, including 13 first-time participants, ensuring a fresh and dynamic mix for visitors. From trusted heritage brands to innovative newcomers, the show offers
independent retailers a valuable opportunity to explore a diverse range of preschool toys and games, all under one roof. With such breadth on display, attendees can browse, compare and curate ranges that truly resonate with their customers.
Among the exhibitors showcasing preschool lines are key names such as Bigjigs Toys, Casdon, Connetix, Galt, Golden Bear, Halilit, Hasbro, Jazwares, LEGO, Mattel, Orchard Toys, Playmobil, SmartGames, TOMY, tonies, VTech and Zapf Creation, alongside many more. This breadth ensures retailers can stay ahead of emerging trends while continuing to meet the needs of
young children and their families.
However, the Toymaster May Show is about more than just product, as any exhibitor or attendee will attest. Evenings are dedicated to unwinding and strengthening relationships, with this year’s schedule following a much-loved format. Tuesday night sees the return of the ever-popular Party Night, while Wednesday hosts the prestigious Awards Night. Expectations are high that the entertainment will match 2025’s lively 1970s discothemed evening, which brought the community together on the dance floor in true celebratory style.
“We work hard to ensure Toymaster is fun, welcoming and inclusive,” states Sam Gascoigne. “You don’t have to be a Toymaster member to attend. All independent toy, gaming and model or hobby retailers are welcome to attend; the only condition is that they have a brick-and-mortar store.”
Over the following pages, Progressive Preschool shines a spotlight on some of the exciting new preschool products set to debut at this year’s show.
New to the Orchard Toys Baby and Toddler collection is Teddy Bear’s Picnic. It’s a six-piece wooden stacking puzzle featuring big chunky pieces that are easy for tiny little hands to grasp. This beautiful wooden puzzle, with its playful teddy bears’ picnic design, introduces young minds to the concept of size ordering, stacking, counting and colour matching, growing with children as they play, develop and learn. For children from 1yr+. sales@orchardtoys.com www.orchardtoys.com DRAWING ROOM
One Love plush is a standout preschool gifting range, designed to deliver comfort, softness and strong emotional appeal. Crafted from high quality fabrics with a unique hug-like feel, each character is designed to naturally flop into a child’s arms, creating an instant connection. With a premium yet accessible £24.99 SRP, plus coordinating bag charms at £14.99, the range offers excellent display impact and gifting potential. Made using recycled materials, One Love also taps into growing demand for more conscious product choices. enquiries@kidantics.co.uk www.kidantics.co.uk
UPPER MARQUEE
Launching at the end of May, Plus-Plus is introducing a new Moomin range to the UK, inspired by Tove Jansson’s beloved stories. Available in both regular Plus-Plus and BIG formats, the collection features favourite characters, the iconic Moomin House and Valley playsets from the books and TV series. Celebrating the Moomins’ connection to nature and adventure, the range brings this eccentric family and their friends to life, appealing to nostalgic kidults and a new generation of fans.
info.uk@plus-plus.com www.plus-plus.co.uk
DRAWING ROOM
Casdon will unveil exciting new launches at this year’s Toymaster event. Following its move into the Build-A-Bear Workshop licensed category last year, 2026 marks another milestone with the debut of its first licensed ice cream toy range. Launching summer 2026, the collection features favourites from Heartbrand/Walls, including Magnum, Cornetto, Calippo, Twister and Solero. Packed with interactive features and imaginative play value, the range is designed for children aged two and above.
uk@casdon.com www.casdon.com
UPPER MARQUEE
TOMY is excited to present its latest licensed preschool play and innovation, giving retailers an early preview of its 2026 pipeline. Key highlights include Toomies’ new My Mario bath toys, created in partnership with Nintendo, combining recognisable characters with engaging water play and strong developmental value, supported by digital and influencer activity. The Toomies Bluey range also expands with Bluey Bath Island and Build-a-Buddy Bluey, introducing battery-operated bath play and construction-inspired sets with STEAM learning elements.
UKcustomerservices@tomy.com www.tomy.com
BILLIARD ROOM
Inspire arctic adventures with the new Polar Island playset
Discover one of the UK’s fastest growing educational toy brands
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 the iconic theme tune 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 sales@goldenbeartoys.co.uk www.goldenbeartoys.co.uk
CARRIAGE SUITE
Commotion returns to the Toymaster Show with a vibrant line-up of best-selling and new preschool toys from its award-winning tickit brand. With over 40 years’ expertise, the company delivers highquality, educational toys designed for lasting, open-ended play. Built to grow with the child, tickit ranges are intentionally compatible to encourage collection-building, extended engagement and repeat sales, making them a reliable and rewarding choice for retailers. Among the new hero products to explore are the Lighthouse Island, Sensory Steel Balls and Gem Columns. info@commotion.co.uk www.commotion.co.uk
UPPER MARQUEE
Rainbow Designs is bringing a heartwarming line-up of much-loved licensed characters to this year’s Toymaster Show. With playful new additions to the best-selling Bing and The Adventures of Paddington ranges, these treasured preschool favourites will be joined by Mr. Men Little Miss, Peter Rabbit TV and Harry Potter Wizarding World collections as well as the fun, interactive Happy Yappers series, the adorable new Cutydoos collectibles range and much more.
01329 227300
www.rainbowdesigns.co.uk UPPER MARQUEE
At Toymaster The Puppet Company is celebrating over 25 years in the toy business with the small size Natural History Museum Dinosaur Plush collection, Full-Bodied Animal Puppets, My Cuddly Puppets, seasonal Finger Puppet Decorations and additions to the Wilberry Eco Classics collection of beloved soft toys – now made from 100% recycled materials. New from sister business Wilberry Soft Toys are additions to the Wilberry Minis collections, the delightful Wilberry Plush Dancers collection, Wilberry Jungle Friends and more. info@thepuppetcompany.com www.thepuppetcompany.com UPPER MARQUEE
This year, Galt (part of Jumbo Group) is set to showcase its vibrant range of puzzles, games and educational toys at the Toymaster May Show. The stand will highlight an exciting selection of preschool products, focusing on early learning, creativity and developmental play. New for AW 2026, the First Years Shake Play Battle Rattles and NEW Electro range including WonderPen Animals and TouchLearn will be showcased ahead of the busy retail season www.galttoys.com
DRAWING ROOM
The Simba Smoby team looks forward to welcoming Toymaster buyers seeking the best in preschool play. The Smoby Life Mud Cooking House offers plenty of space for creative, messy fun, with room for two children to make mud pies, leafy soups and stick stews. It features removable work trays, a water tank and functional accessories. Made from 50% recycled plastic, it’s a sustainable choice. New additions include the Smoby Life Garden Workshop, designed to complement existing playhouses.
sales@simbasmoby.com www.simbasmoby.com
UPPER MARQUEE
University Games is showcasing a strong preschool line-up at the Toymaster Show, including the award-winning The Learning Journey range alongside popular licensed character collections. Arriving this summer, the new Peppa Pig range, developed under the Learning Journey brand, blends much-loved characters with proven educational play patterns. The range includes Match It! Tins, an illustrated Magnetic Sort & Learn Colours game featuring Peppa’s iconic Party Bus and a Lift & Learn Puzzle showcasing children’s favourite vehicles from the show.
0207 254 0100
www.university-games.co.uk
UPPER MARQUEE
Extending its own brand range with more pocket money lines in 2026, Brainstorm Toys will showcase the new Wild Wigglers at Toymaster. A fidget toy collectable that is endlessly stretchable and made for little hands to get to grips with. There are four initial creatures that can also be used as fun bath toys which change colour when submerged in water. Pull, twist and squeeze, this entry level fidget toy is aimed at young children with durable, flexible, tear-resistant materials.
sales@brainstormltd.co.uk www.brainstormltd.co.uk BILLIARD ROOM
Character Options is bringing more Peppa Pig magic to Toymaster preschool aisles with the new Talking George, following the recent storyline about George’s hearing. This super-soft toy features George with his hearing aid and includes seven phrases from the show, activated by pressing his tummy. Also launching is the Peek-A-Boo Peppa plush, a playful update on the classic game, inspired by its growing popularity on social media.
sales@charactergroup.plc.uk www.charactergroup.plc.uk
READING ROOM
Melissa & Doug’s Cheery Lane House Play Set invites toddlers to create imaginative worlds through open-ended play. The innovative dollhouse features fold-out connected rooms and modular floor corners that can be arranged in multiple layouts. Complete with 13 mixed-material accessories, including furniture and two bendable Cheeries figures, the set encourages storytelling and hands-on interaction. Interactive details include opening windows, an oven door and toilet lid. Rooms nest together for easy storage, while a built-in handle makes it ideal for portable play.
Sales@MelissaAndDoug.com www.melissaanddoug.com LOWER MARQUEE
There’s plenty in Just Play’s portfolio for preschoolers, too. Disney Jr. Mickey Mouse Clubhouse+ has relaunched as the top Mickey Mouse series of all time and little fans can bring the onscreen fun into the playroom with the Mickey Mouse Clubhouse Deluxe Playset. This 18-piece set comes with five articulated figures that can sit, stand and strike playful poses and other accessories for awesome Clubhouse adventures!
uksales@justplayproducts.com www.justplayproducts.com DRAWING ROOM
Toniebox 2 is the kid-powered audio player designed for ages 1-9+. Kids can dive into favourite stories and songs with an ever-growing crew of Tonie characters, just by popping one on the Toniebox. Or, unlock interactive games, quizzes and challenges where they take the lead with Tonieplay. And that’s not all - build healthy sleep habits with clever new bedtime features. With no screens or ads, kids can play safely and independently in a whole new way. wholesale.uk@tonies.com www.tonies.com UPPER MARQUEE
Jakks Pacific are sparking the Magic with Disney Darlings – The Happiest Baby Dolls! Born from love & magic, meet the adorable baby dolls inspired by loveable Disney characters – Stitch, Minnie, Winnie The Pooh and Marie. Each joyful 13 inch baby comes to life with the wave of a wand, with twinkly, starry cheeks, infectious giggles and can be rocked to sleep with a sweet Disney lullaby ‘A dream is a wish your heart makes.’
kleadsford@jakks.net www.jakks.com/ CARRIAGE SUITE
Sylvanian Families is showcasing two of its new centrepiece sets for autumn at Toymaster. The magical Woodland Wonder Fairy Castle serves as the entrance to the new Woodland Fairy Forest area and is packed full of fun features. Joining the brand’s residential collection, the Red Roof Riverside Manor offers an impressive facade and a host of ways to play. Also on stand will be the new Classic Family Car, Seal Sailor’s Leisure Boat, Hamster Family and Colourful Bunny Costume Series. sales@epochmakingtoys.com www.epochmakingtoys.com BILLIARD ROOM
We’re showcasing a strong preschool focused range at Toymaster, led by entry-level ride-ons, first bikes and scooters designed for stability, safety and early years fun. Our expanding car accessories range features licensed preschool and nursery brands, creating strong impulse purchase opportunities and opening new retail channels. Kickmaster will benefit from increased World Cup demand, with junior training products supporting early engagement.
dave.poulter@mvsports.com www.mvsports.com REGENCY SUITE
Different Toys is excited to unveil the beautiful small foot Montessori preschool collection of softly coloured learning toys to help toddlers develop fine motor skills and hand-eye co-ordination, as well as colour and shape matching ability. Highlights of the high-quality wooden toy range include the Montessori Balancing Game with sixteen coloured wooden blocks, Sorting Game with three coloured drawers and River Rocks Balance Game, plus an animal puzzle with hidden mirror, a marble box and a rotating drum.
sabrina@differenttoys.co.uk www.differenttoys.co.uk
UPPER MARQUEE
Craze Toys’ bathtime inspired brand Inkee combines bath bombs with surprise collectables from some of the hottest preschool licences. With the bonus of a character toy figure hidden inside the bath bomb, Inkee encourages children to embrace a sensory experience in water which is also an appealing factor for parents. A repeat purchase driver at pocket money price points, the Inkee range of fun bath bombs, bubble baths and bath fizzers is available in eye-catching FSDUs via Craze’s distribution partner DKB. edel.siddle@dkbtoys.com www.dkbtoys.com LOWER MARQUEE
Following a phenomenal year, Jelly Blox continues its unstoppable growth trajectory. After a complete sell-out season and a 250% sales uplift driven by national TV exposure on This Morning, the award-winning construction range is expanding at pace. New additions such as Farm Friends and Vehicle sets are already proving strong sellers, with Autumn/ Winter ’26 set to introduce broader price points, including a Train set and an imaginative Jungle World. Combining tactile, squishy play with collectability, m.standen@goliathgroup.com www.GoliathGames.com
LOWER MARQUEE
Prepare for takeoff with the CONNETIX Light Rocket Pack, where light, colour and imagination combine to create beautiful luminous builds. At the heart of this pack is a rechargeable light tile that transforms every creation into a radiant, wonderfilled display. At the touch of a button, builders can control how their designs shine with three dimmable settings – lighting up one side to cast soft, colourful shadows, or both sides to create bright, glowing builds that illuminate from within. wholesale@connetixtiles.com www.connetixtiles.com
Smiffys will be showcasing a range of exciting accessories and costumes, perfect for role play, gifts and fancy dress parties. Amongst the highlights are new licensed ranges from The Very Hungry Caterpillar and Peter Rabbit. At home in any dress-up box, we have launched a new range of occupations costumes and kits that encourage imaginative play and help little ones to dream big.
sales@smiffys.com www.Smiffystrade.com
CARRIAGE SUITE
Smart Toys and Games return to the Toymaster May Show to reconnect with retailers and showcase a diverse range spanning preschool, construction, puzzles and outdoor play. Highlights include SmartMax’s My First Animals Around the World, new WOW Toys role-play sets and SmartGames’ PeekA-Zoo. Hape presents its Nature Fun outdoor line, while puzzle fans get new IQ titles and Recent Toys challenges. A football-themed range ties into 2026 interest, blending innovation with proven products.
uk@smart.be www.smart.be LOWER MARQUEE
Meet the Firefighter Busy Board, just one of the Montessori-inspired activity toys from TOPBRIGHT, the newest addition to Halilit’s preschool play offering. With dynamic lights, emergency sounds, a rotating steering wheel, horn and intercom system, this role-play toy is packed with features and motor-skill activities to bring imaginative rescue-themed play to life. TOPBRIGHT offers a range of thoughtfully designed toys supporting learning, creativity and hands-on discovery for children aged 3+. Perfectly suited for indoor and outdoor adventures alike for kids. sales@halilit.co.uk www.halilit.co.uk LOWER MARQUEE
Celebrating 35 years of BABY born, the brand continues to lead preschool play with a complete range from newborn dolls to exciting new formats for little hands. Proprietary Click-andPlay innovations bring battery-free fun across beloved characters, extended through accessories. New additions include interactive animals, encouraging imaginative role play indoors and outdoors. Three animation series now reach over 2 million subscribers and 730 million views globally, supported by a summer of national events and ongoing media investment driving retail engagement.
uksales@zapf-creation.com www.baby-born.com/uk-en/ UPPER MARQUEE
Zimpli Kids is a UK manufacturer of innovative sensory play products, designed to make everyday routines more engaging for young children. Leading the range is Gelli Play, a unique powder that transforms water into colourful goo, supporting hands-on exploration and imaginative play. Accredited by the National Autistic Society, Gelli Play offers valuable sensory benefits, helping to encourage fine motor skills, creativity and confidence through safe, mess-friendly play that’s easy to clean and gentle on skin sales@zimplikids.com www.zimplikids.com UPPER MARQUEE
Let creativity blossom with the Summer Flowers Jewellery Making Kit from Bigjigs Toys, a vibrant standout at the Toymaster May Show! This charming set features 164 handcrafted wooden beads that turn fine motor practice into a floral masterpiece. Little stylists can explore pattern recognition and artistic expression while stringing necklaces for friends. Crafted from FSC Certified wood and tucked into a plastic-free tube, this eco-friendly kit is the perfect way for toddlers to spark creativity on the go.
orders@bigjigstoys.com www.bigjigstoys.co.uk LOWER MARQUEE
Bring the supermarket home with this fun self-checkout packed with realistic sounds, working buttons and a glowing scanner. Little shoppers can listen to the tannoid speaker, scan groceries, tap the keypad and practise counting through hands-on play. With 30 interactive buttons, coins, notes and a play bank card, kids explore money and simple transactions. Switch roles as shopper or cashier for hours of imaginative, skillbuilding fun. Intended for 3+ years.
trade.sales@vtecheu.com www.leapfrog.com UPPER MARQUEE
A.B.GEE
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As role-play toy specialist Casdon celebrates its 80th year in business, md Phil Cassidy talks to Progressive Preschool about the brand’s passion for supporting children’s development through play, and a new licensing innovation that is set to bring ‘the cool factor’ to the preschool aisle.
leading player in role-play toys, particularly through its licensed partnerships with household names including Dyson, De’Longhi, Morphy Richards, Kenwood and Heinz. Its bestsellers include its officially licensed child-sized Dyson cordless vacuum and mini-Henry and Hetty vacuum cleaners, while last year, the company entered into the licensed plush category for the first time with its Build-A-Bear Workshop Stuffing Station – named a Hero Toy at the 2025 London Toy Fair.
Phil says: “Role play is a powerful driver in preschool play,
Partnering with The Magnum Ice Cream Company, Casdon is launching a range of licensed ice-cream toys from Heartbrand, known in the UK as Wall’s, in several markets around the globe in time for summer.
“We’re bringing something truly unique to the market with this range,” Phil says. “It features some of the world’s most iconic frozen favourites, including Calippo, Magnum, Cornetto, Twister and Solero.”
I’m incredibly proud of the Casdon brand, and how far we’ve come since my grandfather, Thomas Cassidy, founded the business in 1946,” Phil Cassidy begins. “He was a skilled toolmaker, and just after the Second World War he decided to use those skills and start his own toy company in a small shed at the bottom of his garden in Blackpool. We’ve stayed close to those roots ever since, with our HQ still based in Blackpool.”
Generations of children have enjoyed playing with Casdon toys over the past eight decades, a fact that brings “a tremendous amount of joy” to Phil and the team. “We have become a recognisable family favourite,” he says, “and we carry a huge element of nostalgia for parents and caregivers.”
The range taps into both familiarity and collectability – two powerful drivers in preschool engagement – while also introducing new play patterns. Alongside classic ice-cream play inspired by Wall’s scoop tubs, the range includes two cool playsets: an Ice Cream Freezer, complete with a coin-release lid and five iconic Wall’s ice creams, and the Ice Cream Parlour, serving up over 35 pieces for imaginative play.
Phil furthers: “At Casdon, we like to ‘live playfully,’ so the new range is packed with interactive functions, clever features and that all-important ‘fidget factor’ we know kids love – perfect for keeping little hands busy while sparking big imaginations.”
Casdon is arguably the UK’s
and an important factor in child development. Mirroring adults is how children learn, so we are constantly looking for new ‘real world’ products and brands to bring to children. What better way than having toys to match real-life household items they see every day, by adding the De’Longhi coffee machine and Ooni pizza oven to our range?”
These may be play products, but the authenticity is unmatched, Phil explains. “We put a lot of care into all our licensed products. In this day and age, consumers want nothing but the best and we have been trusted by our partners to make the toy versions of their household products as detailed as the real thing.”
this year marks Casdon’s 80th birthday, we’ve never stood still,” he says. “We’ve continually adapted to changing play patterns, consumer expectations and retail landscapes, while always maintaining a strong focus on quality, value, and authenticity. Being a family-run business has played a huge role, as it allows us to take a long-term view and remain deeply invested in the products we create and the partners we work with.”
Casdon’s approach to retail merchandising is designed to maximise interaction – an essential factor in converting interest into purchase.
“Our products come in open, display-friendly packaging that lets the quality speak for itself,” Phil asserts. “Shoppers can easily see and feel the quality and detail. The packaging is bright and eyecatching, with clear callouts to highlight the features and play value built into every Casdon toy.” Where possible, physical interaction is encouraged. “For retailers who have the flexibility to showcase products out-of-box, we offer stock to accommodate displays, as nothing beats being able to play with the toys before making a purchase.”
The same principle applies in digital retail environments. “For online retailers, we also offer next-level lifestyle and product photography, as well as video assets which they can use for product listings and across their own social channels.”
Licensed realism, Phil argues, does more than simply replicate – it elevates. “Our licensed toys allow us to level up the realism so that children and adults can play imaginatively. We also keep an eye on trending lines and items across both toy and ‘in-the-home’ markets, while ensuring we offer products which support development in young children.”
Despite competing with global toy giants, Casdon has retained the agility often associated with smaller businesses. For Phil, achieving a balance between heritage and responsiveness is critical. “While
Looking to the future, Casdon’s strategy is focused on sustainable growth without losing sight of its core identity.
“We want to continue to grow while staying true to what’s always made us who we are,” Phil says. “That means creating products that are not only fun, but genuinely meaningful, supporting children’s development through play.”
Left: The company was founded by Phil’s grandfather, Thomas Cassidy, in 1946. Below left: Over eight decades, Casdon toys have been enjoyed by generations of children.
With a milestone anniversary to celebrate this year, the question of legacy naturally comes into focus. What would founder Thomas Cassidy make of the business today?
“I think he would be amazed by how far Casdon has come, not just in size, but in how much the world around it has evolved,” Phil reflects. “The pace of change in retail, consumer habits and the toy industry itself is extraordinary. At the same time, I think he would recognise the values straight away. We are still a family business, still driven by a genuine love of toys, and still committed to making products that bring joy to children and trust to parents. That core DNA has not changed.”
Inset: Commotion’s SiliSoft range has quickly become a customer favourite.
The creative play sector continues to be buoyant and has become a core part of early years development. PPS talks to a selection of companies involved in the category about what’s coming up.
Creative play is one of our fastest developing categories,” begins Roselyne Sage, director of marketing and communication at Djeco. “We introduce around 250 new products every year, and this is the category we develop the most.
“One area where we particularly stand out is our offer for children from 18+ months. Strong safety regulations for under-3s make this a challenging space, but we've built expertise in developing compliant products that meet those standards without compromising on quality or creativity. In 2026, we have launched 26 new creative activities for children under three.”
As well as new launches such as modelling clay, magic painting and 3D finger painting, Djeco has also been enjoying success with its magic felt-tips and foam markers among others. It will also be introducing the Softi line this summer which combines wood and felt in a way that's “genuinely innovative”, says Roselyne.
Key for Djeco is that the child is “drawn to the product”.
For Rachel Owen, head of marketing at Staedtler, a good creative play product needs to combine the safety and ease of clean-up which parents are seeking, with the fun
and freedom to explore for the child, alongside developmental value. “Engagement is key, with bright colours, tactile formats and familiar characters playing a strong role,” she tells PPS.
The past 12 months has seen Staedtler significantly increase its creative play offer, launching the Peppa Pig x Noris Junior range which includes chunky colouring pencils, crayons, fibre-tip pens and more. Further launches in 2026 will include two new packs in the Noris Jumbo modelling clay range - a box of 12 neon colours and a ‘Fun Mix’ pack of 18 in neon and pastel, while there will also be a 24-colour pack of the popular twistable crayons coming later in the year.
Rachel continues: “Our goal
is to establish Noris Junior as a leading preschool creative play brand and solidify our presence in the licensed stationery world to increase consumer brand awareness in anticipation for more exciting product launches in 2027.”
Maped Helix has also seen significant gains in the creative play arena over the past year. “We have continued to expand the Maped Creativ portfolio with a strong focus on early years creativity, particularly through our My First range, which is designed specifically for babies and toddlers aged 1+,” says Lianne Fletcher, head of marketing. “At the same time, we’ve increased investment in product development, packaging and brand awareness. This has allowed us to reach more families and reinforce Maped Creativ as a trusted name in creative play from the earliest stages.”
Upcoming new travel sets include
“We always say it’s about showing the play. Creative products can sometimes need a little storytelling, whether that’s through in store displays, videos, or bundled kits that demonstrate how to use them,” says EDX Education’s Heather when asked how retailers can really make the most of creative play products in-store. “When retailers group products into themes like sensory play or creative learning, it really helps parents understand the value and purpose behind the purchase.”
Commotion’s James agrees: “Retailers can boost sales by offering in-store demonstrations, creating themed displays that highlight educational benefits, and running seasonal promotions aligned with holidays or back to school periods.”
Maped Helix’s Lianne points out that creative play products also lend themselves well to seasonal promotions, gifting events and back to nursery moments. She says: “Strong off shelf displays, cross merchandising with gifting or early years toys, and clear on pack communication around age suitability and benefits all help parents make confident purchase decisions.”
My First Travel Book, My First Modelling Kit and My First Finger Paints, while the Maped Infinity Kidy Colouring Pencils are ultra durable and never need sharpening, making them convenient for mini artists on the go.
“At Maped Helix, we believe creativity should be frustration free meaning products that allow children to explore, experiment and express themselves freely from a very young age are key,” adds Lianne.
Jacqueline Taylor-Foo, general manager UKI and Helen Ye, brand manager for GALT, say that the company is seeing “continued demand” for sensory and creative play. “Parents want toys that grow with theirchild and feel tailored to their stage. It really is about how preschoolers learn and play so we want to ensure our GALT products are engaging and meaningful for both kids and parents.”
A good product needs to display “quality, value, be educational (without feeling like it is) and on trend”. Jacqueline and Helen continue: “We are gearing up for a rebrand of GALT
and starting to review partnership opportunities with trade across the country. We fully intend to utilise the brands 190-year history to reinforce our heritage, trust and creativity that inspires learning for today’s families.”
Heather Welch, general manager at EDX Education UK, says that the company has seen a “real shift” in how creative play is valued, both by parents and educators, over the past 12 months. She explains: “There’s much more focus now on open ended, purposeful play where children aren’t just making something, but thinking, exploring and problem solving through the process. Creative play is becoming a core part of early years development, not just an add on.”
The company is seeing “fantastic momentum” with its Busy Play range, while it will also be expanding its iSense range, which focuses on sensory and calming play experiences. Heather continues: “For me, a great creative play product needs to be open ended first and foremost. It should invite curiosity and allow children to
use it in their own way. Parents are increasingly looking for toys that have longevity; something that grows with the child and supports multiple areas of development. Preschoolers, on the other hand, are drawn to colour, texture and hands on experiences.”
Commotion’s creative play offerings have seen a double digit increase in sales over the past year, says ceo James Shepherd. “The creative play sector remains healthy, and I believe it will continue to grow at pace as consumers search for more open play solutions,” he offers.
The company’s head of product development and research, Andrea Storer, says the SiliSoft range has been a “clear standout success”, thanks to its soft-touch, sensory-rich design and versatility. “Alongside this, some of our much-loved, iconic tickit products continued to perform exceptionally well, including the Woodland Trail Treehouse and our Discovery Glow Tables. These enduring favourites reflect the ongoing demand for open-ended, development-focused resources that inspire curiosity, exploration and imaginative play.”
“Licensing is critical in the category and a growing trend, with kids of all ages wanting product featuring their favourite characters,” says Staedtler’s Rachel. “Licensing provides instant recognition and emotional connection, leading to stronger engagement. It’s one of the reasons we’re proud of our Peppa Pig range – it combines the high quality product expected of the Noris Junior range with one of the most appealing kids license characters.”
Commotion’s James adds: “Licensing is crucial in our category, helping us leverage popular characters to drive interest and foster brand loyalty.”
Craft Buddy expands its awardwinning Crystal Art Junior Range with a Peppa Pig collection for preschoolers. Launched in March, the range combines screen-free creative play with familiar characters. Designed for ages 4+, the Crystal Art crafting kits feature larger gems and easy-to-use tools to support motor skills and independent play. Formats include Crystal Art XL Buddies Kit, a ready-to-hang Crystal Art Junior kit and a birthday card design. With inclusive storytelling and strong brand appeal, this accessible range offers retailers a compelling, high-demand addition to the preschool craft category, supported by multichannel marketing.
trade@craftbuddyltd.co.uk www.craftbuddyltd.co.uk
The Everyday Craft range is designed to offer fun, accessible creativity for younger children, with strong play value and clear shelf appeal. Hero lines include Make Your Own Pinwheels and Pom Pom Art Axolotl craft kits, all created with simple, mess free play in mind. With bright packaging, compact formats and attractive price points, the range is ideal for impulse and gifting. It delivers engaging, screen free activity while supporting creativity and fine motor skills. enquiries@kidantics.co.uk www.kidantics.co.ukv
Discover the colourful world of creativity with Peppa Pig and the Noris junior range from STAEDTLER. From first scribbles and bold stick figures to little masterpieces – Noris Junior products are specially designed for toddlers to turn drawing and crafting into a fun family experience. Extra-thick crayons, imprint-resistant felt tips, sturdy wax crayons, children’s safety scissors, vibrant pavement chalks, and easy-to-wash finger paints are perfect for little hands. Playful creative moments help develop imagination, fine motor skills, and the joy of crafting together – all with Peppa and her friends. sales.uk@staedtler.com www.staedtler.com
Introduce children to creative construction and early STEM learning with tickit Gem Puzzle Blocks, part of the brand’s popular Gems & Jewels range. Compatible with the Wooden Building Gem Blocks set and Gem Building Shapes Mirror Tray, this premium wooden building set invites open-ended play through colour, shape, pattern and light exploration. The combination of natural FSC-certified beechwood and vibrant translucent gem shapes encourages children to explore logic & reasoning, shape, symmetry, sequencing and imaginative world-building. info@commotion.co.uk www.commotion.co.uk
Little ones will be mesmerised by the new Puffy Art range from Wow Art Distributed exclusively by Brainstorm, the craft sensation lets children transform their art into puffy 3D creations using drops of water. The initial collection features Foodies Large Pack which comes with four dual ended-colour marker pens, six pre-cut drawn canvases, six keychains, six perforated blank canvases and two water applicators. There’s also Puffy Art Adorables small pack with two dual ended marker pens, four pre-drawn canvases and a water applicator.
sales@brainstormltd.co.uk www.brainstormltd.co.uk
New for AW26 is the Mojo Swoptops Bumper Activity Set which contains 100+ pieces for hours of creative fun. Including pens, pencils, washi tape, ink stampers and ink pad, sticker rolls, a colouring book and even an ink roller to make Mojo’s iconic arrow design tracks plus much more, this bumper arts and crafts set even comes in cool novelty Mojo packaging for storing your items, making it perfect for on-the-go fun. charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk
Commotion is introducing the tickit Ocean Animal Layer Puzzle, a beautifully crafted multi-layer wooden puzzle designed to spark curiosity about marine life while supporting early learning. Featuring 10 vibrant ocean animals with detailed laser etching, children can explore each species’ appearance and skeletal structure through lift-and-match play. Double-sided, freestanding pieces encourage imaginative play, stacking and balancing, while the removable top layer adds extra challenge. Tactile surfaces also inspire sensory activities, from crayon rubbings to creative play with rice or beads.
info@commotion.co.uk www.commotion.co.uk
HTI brings the ‘Forky Effect’ to creative play with Make Your Own Forky and Karen. Inspired by the Toy Story characters, these arts and crafts sets invite children aged 3+ to build, decorate and personalise their own creations using simple materials. With easytofollow instructions, children assemble the pieces, add details and bring their newly created pieces into imaginative storytelling. The sets show how intention and imagination transform simple objects into toys children truly connect with. sales@htigroup.com www.htigroup.co.uk
Our Creativity in a Box lets children shape their own unique stone, which they can then decorate with stickers and insects. Using the Stone Clay you can create your own stones in whatever shape they like and it has a cool stone effect. Once the stones have hardened, decorate with them colourful stickers and cute shapes in Foam Clay and Silk Clay. The result is the loveliest decorative stones for any room. This kit has been awarded winner of Stichting Speel Goed Nederland’s Toy of the Year Award 2025. Admin@cc-craft.co.uk www. cc-craft.co.uk LOWER MARQUEE
SES Creative continues to champion hands-on creativity with its awardwinning ‘My First’ range, designed for early years development. Made in Holland, the 2026 collection focuses on safe, sensory-rich play and sustainable materials. Licensed ranges include Bluey and Paw Patrol within preschool crafts, alongside Harry Potter sets. With in-house development and a consistent product approach, SES Creative offers a reliable, high-quality range for preschool retail.
dcollett@ses-creative.co.uk www.ses-creative.co.uk
For independent nursery stores looking to deepen customer engagement and unlock new revenue streams, children’s footwear offers a chance to step ahead of the competition. Jen Tyley, marketing and e-commerce director at Start-Rite Shoes, explains how retailers can tap into the brand’s heritage and trusted expertise to enter the category with confidence.
Founded in 1792 in Norwich – where the company is still based – eighth-generation family business
Start-Rite continues to be at the forefront of children’s fitted footwear, successfully balancing heritage with modern innovation to maintain steady growth in today’s challenging retail market.
The brand’s longstanding commitment to children’s foot health is central to its identity. From pioneering one of the first children’s footwear studies in 1943 to its recent developmental collaboration with SizeWise, an AI-driven foot measuring tool, Start-Rite continues to invest in understanding how children’s feet grow and develop. This dedication translates into product features that go far beyond aesthetics, informing the design of every one of its footwear styles from pre-walkers to school shoes. Styles are available
in whole and half sizes, across up to five width fittings, and incorporate a “thumb’s width” of growing room.
“What lies at the heart of the brand is trust,” says Jen Tyley. “We’re experts in children’s footwear; it’s all we do. The research, materials and expertise that go into our designs ensures they’re the best, most durable kids’ shoes out there. We like to say our shoes are ‘never outworn, only outgrown’.”
Reflecting that trust, the business has held two Royal Warrants and fitted over 1,500 pairs of shoes for young British royals. It has also received industry accolades, winning Drapers Kids’ Footwear Brand of the Year an impressive three times between 2020 and 2025. It’s all down to the brand’s stand-out attention to detail, Jen explains. “Once you’ve got the shoe in your hand, you
can see the care, the research and development, the beautiful materials that have gone into it. That’s what retailers and parents are buying into.”
As well as its e-commerce platform and national digital retail partners, Start-Rite supplies more than 300 high-street independent retailers, where footwear sits naturally alongside ‘first essentials’ such as car seats and prams.
“When parents of newborns first go into a shop, they’re not necessarily buying shoes,” Jen explains, “but they are building trust. When they come back to buy for the next-stage items, whether it’s a bigger car seat or something else, that trust is already established; they are confident in that retailer’s expertise. Shoes fit naturally into that journey. In addition to that, first shoes are an incredibly emotional purchase. Visiting a store to buy them can be a family event, and it’s meaningful for parents and grandparents to be part of that milestone.”
For retailers new to the category, Start-Rite offers hands-on support, designed to remove barriers and build confidence from day one.
“We have a full-time brand trainer who visits stores, providing in-person measuring and fitting training and advice. It’s not just a video, it’s one-to-one support,” says Jen.
A dedicated business manager also ensures ongoing support, reinforcing what Jen describes as a “people-first” approach. “You will see us. We’re not just a digital company, we’re a family-run business, and we operate as a family with our retailers.
“Beyond training, we can provide comprehensive pointof-sale support, including branded displays, educational materials and even bespoke local marketing creative. We can do everything from POS posters to branded blocks and bricks. We’ve even supported retailers designing dual branding bus stop adverts. Whatever they need, we’re here to help.”
When it comes to selecting an initial product offering,
Education plays a central role in Start-Rite’s strategy. Its online Retailer Zone is designed to support retailers regarding the importance of properly fitted footwear, and offers videos, product and lifestyle photography, POS and top tips for ensuring the best experience in-store.
“We’re trying to give as much information as we can,” Jen explains. “Children’s feet are still developing right up to their last year of school. This educational focus not only supports retail partners to get set up, but also empowers them to have more informed, confident conversations with their customers.”
Innovation at Start-Rite is rooted in biomechanics and real-world testing. The brand’s Air-Rite technology, for example, was developed after identifying that the hottest part of a child’s foot is on the inside.
“We created air holes on the inside of the shoe to allow air to flow around the foot, while keeping water out,” Jen explains. “We spend a lot of time just looking at children’s feet and understanding what’s happening.
“Every new style undergoes extensive wear trials, with samples tested in schools and nurseries to ensure they perform in everyday conditions. We make sure they fit properly on children before they go to market.
“We take a rigorous approach to testing; it’s a key differentiator for us. It ensures that products meet not only design expectations but also the practical demands of active children.”
Jen suggests firsttime retailers take a focused approach centred on key developmental stages.
“People know and trust our pre-walking shoes,” she says. “They’re some of our bestsellers and a great place to start. They’re protective, but superflexible so babies can get all the sensory feedback they need when they’re cruising., Children can then move into our First Steps collection, for shoes that feature our new ‘nature-form’ design with a wide rounded toe and balanced heel to support natural movement. They’re ultra-lightweight but also protective and comfortable. They come in a large selection of styles and designs, from T-bars and Mary Janes to trainer-style shoes, made using premium materials such as sauvage leather and tumbled nubuck.”
Alongside these core collections, retailers can also consider more practical options such as washable canvas shoes – ideal for nursery environments.
“We have a collection called Wriggles, which is designed for ‘messy play’,” Jen says. “You can put the shoes in the wash at 30 degrees. Sometimes you don’t want children in their best shoes at nursery, so these are a great solution.”
For retailers considering expanding into footwear, taking the first step is simple.
“Just give us a call,” Jen says. “There’s always someone at the end of the line. We can talk you through everything from foot health and measuring, to what styles would work best for your store, depending on local demographics and footfall. We’re passionate about making sure children are wearing correctly fitted footwear every day and we’re supremely confident in what we do. After all, we’ve been doing this for a very long time!”
Contact Start-Rite by calling 01603 595 200 or emailing salesoffice@startriteshoes.com
Inset: Hape’s Super Smile Dental Clinic Set, which comes with fun activity cards, encourages the development of motor skills, creativity and healthy habits.
Role play is a rehearsal for life,” explains Liz Ireland, founder and md of Bigjigs Toys.
In an increasingly screen-based world, role play toys have a valuable part to play in helping preschoolers build confidence and develop social, solving skills. PPS checks in with some key players in the sector to discover why make-believe is such a resilient category for retailers.
While HTI’s own brands BabyBoo, Baby Chic and Tiny Teamsterz perform well across caregiver and vehicle-led role play, licensed toys are particularly strong performers. “
“When a preschooler steps into the shoes of a chef, a shopkeeper or a parent, they’re not just playing house, they’re processing the world around them and building the cognitive foundations they will use for the rest of their lives.”
Bigjigs’ role play offering is extensive, and ranges from its bestselling wooden Cupboard Groceries and Biscuit Box sets to its new Tidlo multicultural wooden dolls. These “can spark early conversations about diversity and community”, Liz asserts, and come with flexible arms and legs so children can enact a wide range of scenarios.
“Toys like these appeal to parents because there is a much deeper awareness of how open-ended play impacts development, and that is being paired with a serious commitment to sustainability,” says Liz. “Parents want eco-friendly, beautiful wooden pieces that can be
passed down rather than ending up in landfill.”
HTI Group’s commercial licensing director Clare Rix agrees that the preschool role play category is in a strong position. “We’re expecting further growth over the next five years,” she says. “Parents increasingly see role play as something that supports cognitive and social development, and this is shaping purchase decisions.”
“Role play is hugely important for preschoolers,” says Katy Rugman, product and marketing director at The Puppet Company. “Imaginative and creative play allow children to experience new and imaginary scenarios distinct from everyday life, which is important for their development. We have over 800 different puppets and soft toys in our portfolio, from woodland and sea creatures through to monsters and robots, which offer limitless playtimes powered by imagination. Our newest range is My Cuddly Puppets, a collection of incredibly soft hand puppets that can double up as comforters. They’re snuggly, cute and wonderful for interactive play for all ages.”
As well as encouraging the development of social, emotional and language skills, LeapFrog’s role play toys come with additional educational benefits. “As an educational toy brand, learning is always at the forefront of everything LeapFrog does,” says brand manager Sophie Taylor. “Toys such as our
The appeal of My First DJ Decks, which spans licences including Bluey, Peppa Pig and Gabby’s Dollhouse, is down to “continued demand for interactive roleplay products driven by lights, sounds and familiar characters”, says Clare. A Hello Kitty and Friends preschool role-play range is set to debut in Q4 2026, with launch lines including Hello Kitty Medic and Beauty cases, cash checkouts, telephones, kitchens, laptops and stroller-led caregiver ranges. “This will enable retailers to deliver a cohesive roleplay offer across multiple scenarios and price points under a single, globally recognised licence,” Clare states.
Like many areas of the toy industry, the role play category faces pressure from low-cost, low-quality alternatives. However, as Emma Silva, brand director at Smart Toys and Games, points out: “These products can be appealing on price, but they often lack the durability, safety standards and developmental value that parents are increasingly prioritising.”
Hape, distributed by Smart Toys and Games in the UK and ROI, has an in-house design team that works closely with child psychologists and educators to develop their prototypes. “Furthermore, each toy will go through at least two play tests, often held at partnered schools, to observe
how children play with the toy and to ensure maximum play value,” says Emma. This dedication explains why the brand’s classic role play toys, such as its All Season Dollhouse, remain longstanding staples in both homes and early years settings. Parents today are looking for quality, agrees Sabrina Hayhoe, head of sales and marketing at Different Toys. “They don’t mind investing a little bit more for a role play toy they know their children will play with over and over, such as a play kitchen, shop or tool bench.” German
Shapes & Sharing Picnic Basket and Pick Up & Count Vacuum, and our AW26 launches, the Scan & Learn Checkout and Scoop & Learn Ice Cream Pop-Up Shop, combine hands-on fun with layered learning features, including counting, colours, food recognition, memory skills and problem-solving.”
or explorers. A new role play focus for us this year is animal care; we have a gorgeous plush horse in a corduroy storage bag that turns into a stable, and a vet’s bag with a rabbit and vet accessories, including a tablet for viewing x-ray images.”
From its bestselling Doctor’s Set to its Barista Café Shop, British brand Le Toy Van’s role play toys are sought after by parents looking for eco-friendly choices, says md Steven Le Van. “Our Grand Natural Wood Dolls House has been especially popular, and we’re excited to launch a smaller version later this year. We’re also just about to launch our collectable Classic Car Collection, which is made in the UK from 100% FSC-certified wood, and is entirely plastic-free with carbon neutral packaging.”
Below: Complete with plush rabbit and multiple accessories, small foot’s Veterinarian Bag
For Phil Cassidy, md of Casdon – known for its role-play replicas of classic household products like the Dyson Cordless Vacuum and Kenwood Mixer – role play is a true evergreen category.
brand small foot, distributed by Different Toys in the UK and ROI, is “well supported”, Sabrina adds. “We have playsets to inspire little ones to play doctors or firefighters, or become budding builders, gardeners
“Role play has always been, and will continue to be, a vital component of children’s learning and development,” he asserts. “One of the key findings which came out of the market research Casdon conducted last year is that adults and parents of children aged three and over place significant value on the benefits of role play, and often use Casdon toys to engage in play with their children. While there is a time and place for screens and games, nothing beats good ‘old fashioned’ role play. It stimulates young minds and really does deliver the feel-good factor.”
Treat someone special - or a favourite teddy - to the cosiest morning with the Breakfast in Bed Tray from Bigjigs Toys. A standout bestseller in this year’s role play category, the charming 28-piece set encourages imaginative storytelling, social development and fine motor skills. Little chefs can serve colourful wooden fruit, yoghurt and toast while practising hosting skills and learning healthy habits. Made from FSC Certified wood, this durable, eco-friendly set is a delightful addition to any play kitchen. orders@bigjigstoys.com www.bigjigstoys.co.uk
Role play is hugely important for preschoolers and children of all ages and something The Puppet Company, founded by parents who were previously teachers, is passionate about. New and upcoming preschool ranges include the My Cuddly Puppet collection of incredibly soft hand puppets, and lots of new Wilberry Soft Toys, including new Wilberry Dolls, Wilberry Plush Dancers, Wilberry Jungle Friends and additions to the popular Wilberry Eco Classics collection, all designed to help children learn through play. info@thepuppetcompany.com www.thepuppetcompany.com
Melissa & Doug’s Beauty Kiosk brings mess-free pretend play to life with an innovative wooden vending machine concept. Designed for budding beauty enthusiasts, the set includes nine double-sided pretend makeup and skincare accessories, including wooden lipsticks, eyeshadows, lotion tubes and pouches - with no real cosmetics included. Children can stock the kiosk, insert colour-matching coins or a bank card, and watch items drop into the collection drawer. The FSC Certified set also supports colour recognition, counting and fine motor skill development.
Sales@MelissaAndDoug.com www.melissaanddoug.com
Speedy Monkey offers a beautifully crafted range of wooden role-play sets designed to spark imagination and support early development. Standout pieces include the award-winning My Little Dog set, alongside the popular Toolbox, Cash register and My First Doll set. Each product encourages creativity, social interaction and hands-on learning. Combining modern design with timeless appeal and eco-friendly materials, the range is perfect for preschool and home environments. contact@btl-diffusion.com www.btl-diffusion.com
This lovingly designed horse playset combines creative role play with high play value and has everything little equestrian fans need. The cute plush horse lives in a sturdy corduroy bag which can be transformed into a stable and also serves as handy storage for all the horse care accessories. The playset includes saddle, saddle blanket, bridle, manure boy with rake, dustpan and a carrot and hay net for feeding time so children can learn how to look after their new best friend.
sabrina@differenttoys.co.uk www.differenttoys.co.uk
P r e s c h o o l N e w s . n e t 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 portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
P r e s c h o o l N e w s . n e t 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 portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
PreschoolNews.net is the 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 website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector.
With an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash lands directly in the inboxes of everyone in this fast-paced industry.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
A modern, easy to navigate website provides a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
PreschoolNews.net is published by preschool sector experts, for preschool trade experts.
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Preschoolnews.net is published by preschool sector experts…
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Encourage real-world role play with Jumini’s beautifully crafted wooden food crates. Designed for use in play kitchens, shops and market stalls, each set includes a themed selection of chunky wooden food pieces and a handy canvas storage bag. Perfect for supporting early language, sorting and social interaction, the range helps children explore everyday experiences through imaginative play. Strong shelf appeal making it ideal as an add-on purchase.
sales@insideouttoys.co.uk www.insideouttoys.co.uk
Hape’s role-play range encourages imaginative, real-world learning through hands-on play. The Pet Care Vet Playset features an interactive puppy and realistic tools to build empathy and responsibility, while the Little Doctor’s Medical Set includes detailed instruments like an X-ray machine to support communication and motor skills. The Little Dentist Playset promotes oral health awareness, and the Super Stylish Hair Salon Set inspires creative styling play, helping children develop confidence, coordination and social skills.
uk@smart.be www.smart.be
Introducing the Montessori-inspired Ice Cream Boutique from TOPBRIGHT, a charming pretend-play set that lets little ones serve up colourful creations while building coordination, confidence, and social skills.
TOPBRIGHT brings together playful learning and modern design with a collection of indoor and outdoor toys that inspire creativity, exploration, and skill development. Spanning busy boards, wooden learning sets, and imaginative role-play products, the range is designed to support and nurture young children aged 3+.
sales@halilit.co.uk www.halilit.co.uk
Little Tikes is serving up imaginative play with its new Sweet Spaces range including two new role play favourites: the Sweet Space Espresso Machine (RRP: £29.99) and the charming Sweet Spaces Tea Set (RRP: £11.99) both in stylish a Sea Foam colour. Little baristas can brew pretend coffee, froth milk and serve friends, while the Tea Set adds the perfect finishing touch for hosting café catch-ups. The new range inspire social play, storytelling and hands-on fun for every pretend kitchen. Lwade@mgae.com www.littletikes.co.uk
UPPER MARQUEE
Open for business - let the sweet fun begin! The Scoop & Learn Ice Cream Pop-Up Shop turns playtime into a buzzing ice cream shop where kids scoop, sort and serve delicious creations. Follow orders, count scoops and add tasty toppings while building early skills. Mix and match to invent fun combos -the magic scooper even names them! Press the glowing star to unlock four exciting games that teach colours, shapes and counting through imaginative, hands-on play. Intended for 3+ years.
trade.sales@vtecheu.com www.leapfrog.com
Guided by educators and a play-led approach to innovation, CONNETIX creates award-winning open-ended toys that encourage creativity, curiosity and connection. PPS catches up with product development manager, Chris Bartling, to find out about the exciting new launches heading to Toymaster, and the thinking –and fun-packed experimentation sessions – that sparked its latest wave of must-have products.
Showcasing four new packs that bring even more sparkle, light-up fun and action to CONNETIX’s eye-catching range of innovative magnetic tile play sets, the brand’s stand is certain to be a must-see for visitors to this year’s Toymaster May Show.
Making their UK debut will be the highly anticipated Travel Mini Pack for on-the-go play, a Ball Run Launcher Pack, Galaxy Ball Run Pack and Light Rocket Pack. While packed with visual appeal, each product builds on CONNETIX’s signature openended play philosophy, introducing innovative features that encourage experimentation, imagination and hands-on STEAM learning.
“We can’t wait for retailers to visit the stand and explore the new range,” enthuses Chris Bartling. “The Ball Run Launcher is tons of fun. As a kid, I spent hours launching cars through loops and ramps, always trying to build tracks that were longer and faster. So, when our engineer shared her idea
for a launcher system activated by hitting a big button, I was sold instantly. We knew we had a winner when prototype testing at team members’ homes showed not just kids having a blast, but parents lining up to hit the button
and send balls flying through CONNETIX ball runs.”
Likewise, the Galaxy Ball Run was born from “pure imagination”, says Chris. “Our CONNETIX glitter tiles were an instant hit
Alongside its new releases, CONNETIX will be showcasing My Creative Box at Toymaster for the first time. “Part of the Brave Toys portfolio, it shares the same play-led philosophy, offering award-winning activity and craft kits with clear learning outcomes and high-quality art materials,” says Chris. “For UK independent retailers, it introduces a complementary category to the CONNETIX range, broadening creative play
while supporting gifting, repeat purchases and a more diverse instore offering.”
last year – sparkling, captivating and full of visual magic. When we later developed a light-up ball for our ball run system, everything clicked. During playtime with the ball run and the lightup ball, the idea of a comet shooting through space felt like the perfect fit.”
To truly maximise the light effect, the New Product Development team introduced new coloured glitter tiles designed to simulate a glowing nebula. Together, they showcase the light-up ball as it streaks through the run like a comet in space, creating a brilliant display of light and refraction.
This blend of creativity and functionality sits at the heart of CONNETIX’s product development process. Chris explains: “We start by asking ourselves whether a product can keep up with a child’s imagination. If not, we look at how we can expand the CONNETIX universe to enable richer, more open-ended play that grows with the child. With every idea, we focus on making the product experience as intuitive and simple as possible. This ensures that during playtime, children aren’t slowed down by overly complicated design or poor engineering, both of which can lead to a negative play experience.”
Fun is obviously at the heart of any CONNETIX product, but serious educational thinking underpins all of the brand’s designs. CONNETIX’s founder and creative lead, Brea Brand, is a Master’s-qualified early childhood educator, while several other members of the CONNETIX team have backgrounds in education and child development. “This provides an incredible benefit to our New Product Development team,” Chris asserts. “Having direct access to this depth of knowledge is one of our greatest strengths as we design products with a strong focus on STEAM [Science, Technology, Engineering, Arts and Mathematics] learning.”
MESH [Mental, Emotional and Social Health] is increasingly recognised as an important pillar of child development, and CONNETIX products are thoughtfully designed to support these skills through collaborative, confidence-building play.
“CONNETIX play is full of ‘try it, tweak it, try again!’ moments, helping kids build resilience as they
CONNETIX’s new Travel Mini Pack features mini shapes with the brand’s trademark super strong, rotating magnets that allow for sturdy, versatile builds – proving big creativity can come in compact form.
“The Travel Mini Pack was inspired by our global community of CONNETIX fans,” says Chris. “It’s truly an honour getting to see what they create. After seeing the ways families around the world were taking CONNETIX on vacation – building on the beach or in hotel rooms with snow-covered mountains as the backdrop – we
Below: Designed to encourage experimentation with light, shadow and colour, the new Light Rocket Pack is one of four new products launching at Toymaster.
experiment, problem-solve and proudly rebuild when things don’t work the first time,” Chris says. “Big builds (and the occasional collapse) help grow confidence, patience, and emotional strength. And because building is more fun together, CONNETIX naturally brings kids together to share ideas, take turns, and create as a team. From planning a build to celebrating the final masterpiece, kids practise communication, cooperation and social skills – all while having a whole lot of fun.”
CONNETIX’s educator-led approach has seen it take home a slew of awards. Over the past year, the brand has won a Toy Fair Hero Award, a German Design Award, a Good Housekeeping Best Toy Award and a Parents Best Toy Award, been named a Toy Insider Top Summer Toy and received a nomination for a prestigious Toy of the Year (TOTY) Award.
Looking ahead, CONNETIX will be continuing to grow its focus on supporting educators in early years
knew we had to create a solution just for them. The travel tin offers better storage and doubles as a build surface, making it easy to pick up small builds and move pieces around wherever the adventure takes you.”
settings, with an increased emphasis on resources that align closely with curriculum objectives across STEAM subjects. Alongside this, ongoing innovation will continue to expand play possibilities, helping preschoolaged children build confidence, curiosity and foundational skills through meaningful play.
Unsurprisingly, the future looks as bright as the brand’s tiles. “Universal expansion is the driving theme for CONNETIX over the next five years,” asserts Chris. “It’s hard not to shout from the mountaintops about what we have in the pipeline, but for now, those details have to stay under wraps. What we can promise is this: our CONNETIX fans are going to love what’s ahead. The future of the CONNETIX universe is bright, bold, and full of exciting possibilities!”
CONNETIX will be at the 2026 Toymaster Show (Upper Marquee), Harrogate, from 19–21 May. For enquiries, email wholesale@ connetixtiles.com.
Designed for use from birth to three years (18kg), the Chicco Magia and Mia Rockers offer versatile solutions that grow with the child. The Magia features a supportive newborn reducer, adjustable recline positions and a wooden toy bar for sensory play, while the Mia adds calming melodies, gentle vibrations and double-sided toys. Both transform from newborn rockers into toddler chairs, combining comfort, development and longevity for modern families, backed by Chicco’s trusted expertise and a threeyear guarantee.
sales@rkwltd.com www.rkwltd.com
Launching this spring, the iCandy Peach 8 ushers in a new era of luxury pushchair design. Building on the iconic Peach 7, it combines refined styling with futureproof functionality, effortlessly converting from single to double for growing families. New features include a collapsible carrycot, enhanced ventilation, extended canopy coverage, improved suspension and recycled fabrics made from 134 plastic bottles. Suitable from birth to 25kg, the Peach 8 delivers style, sustainability and everyday practicality without compromise. sales@icandyuk.com www.icandyworld.com
It’s time to elevate every journey with smarter movement and effortless control. The Nuna SWIV in Umber, part of the Nuna x BMW collection, brings precision engineering and considered design to modern family travel. Built for smooth, intuitive handling, its 360° swivel technology enables easy navigation through tight spaces and busy environments. Subtle BMW-inspired details, including signature embroidery, a matte frame with gloss accents and a metal badge, sit within warm, earthy Umber tones. A lightweight frame, all-wheel suspension and one-hand fold support ease on the move, while a magnetic buckle and adjustable recline ensure comfort from newborn to toddler. uk.sales@nunababy.com www.nunababy.com
The Bébécar FACE is a premium travel system designed for modern families seeking style, comfort and smart functionality. Its spacious carrycot features three-layer fabric for thermal and acoustic insulation, plus a reclining backrest, UPF50+ hood, ventilation panels and a Softfresh viscoelastic mattress for enhanced airflow. The reversible seat grows with children up to 22kg, while the telescopic chassis offers one-hand folding, suspension and durable wheels for smooth journeys. Elegant and practical, FACE delivers premium everyday performance. Phil.bosher@babycentral.co.uk www.babycentral.co.uk
Tutti Bambini has unveiled Nova Maison, a versatile modular highchair system designed to grow with children from six months through the early years. Offering seven configurations, it evolves from a supportive highchair for weaning into a portable booster seat, toddler chair, rocker, table and chair set, and elevated children’s chair. Featuring a minimalist design, dishwasher-safe removable tray and optional silicone accessories, Nova Maison combines style with practicality, while a fivepoint harness and three recline positions ensure comfort and safety. sales@tuttibambini.co.uk www.tuttibambini.co.uk
CuddleCo play collections encourage movement, build confidence and bring contemporary design into early years spaces.
Contact sales@cuddleco.co.uk for more information. Play Collection includes: Soft Play | Pop up Play | Play Tents
Pebble Slide Pro, the lightweight baby car seat in the Slide Pro family, weighs just 3.9 kg. Its light, manageable weight makes carrying your growing baby and even short outings much easier. Paired with the FamilyFix Slide Pro base (sold separately), SLIDETECH2 lets parents slide the seat out 27 cm – its longest slide ever – the quickest, easiest way to get the little one in and out the car.
uk-sales@doreleurope.com www.maxi-cosi.co.uk
The Eluma Nest bedside crib from Graco brings smart soothing to early parenthood. Featuring Cry Detection Technology, it senses when baby is unsettled and responds with gentle motion and sound. Customisable settings include rocking speeds, vibration, white noise, melodies and Bluetooth connectivity. Breathable mesh sides, a firm organic mattress and washable fabrics ensure comfort and convenience. Suitable from birth to six months (max 9kg), it offers a flexible, responsive sleep solution for modern families.
uksales@allisonbaby.co.uk www.gracobaby.eu/uk
CYBEX expands its home portfolio with the new IRIS Highchair, a designled, forever seating solution for modern families. Made from highquality European beechwood, IRIS grows with the child from around six months through to adulthood thanks to fully adjustable boards. Used with the Baby Set and Tray, it offers safe, ergonomic support from the start, then adapts effortlessly for eating, playing and everyday family life. It delivers spinefriendly comfort and timeless style for years to come at every stage together.
Emea-ukcontact@columbustp.com www.cybex-online.com/en/gb
BIBS x LIBERTY combines timeless Liberty prints with BIBS’ bestselling baby essentials, bringing together heritage design and everyday functionality. The latest collection introduces, for the first time, the much-loved Boheme dummy in a printed design, alongside a curated selection of beautifully coordinated baby must-haves. Thoughtfully designed for modern families, the collection offers a premium blend of style, comfort, and practicality, making it a standout addition for retailers looking to offer design-led essentials with strong gifting appeal.
uktrade@bibsworld.com www.bibsworld.com
Ergobaby has unveiled a brand evolution that refreshes its identity while reaffirming its leadership in ergonomic babywearing. Centered on The Science of Comfort, The Magic of Connection, the relaunch combines science-backed credibility, education-led digital tools, and a more design-forward visual identity for modern parents. Ergobaby provides certifications, safety standards, and clearer guidance to help families choose carriers that support comfort, healthy positioning, and everyday bonding.
support@ergobaby.com www.ergobaby.com/en-gb
Ultra-light at just 7.5 kg and can be folded with one hand to IATA-compliant cabin size
Comfortable and safe Adjustable sitting and reclining position, suitable from birth up to 22 kg
Inset: Folding to just 1cm flat, Potette’s Fold N Go Potty is easy to carry in a handbag or store under a buggy.
From sightseeing in the city to country nature trails, long car journeys to flights abroad, today’s experience-seeking parents are on the go more than ever. PPS asks a selection of suppliers about the latest innovations designed to make travel with little ones a (summer) breeze.
Reassurance through testing standards, certifications and trusted brand reputation top the list when parents are looking for a travel product, states Anupriya Sharma, senior brand manager at Nuna.
“Alongside this, ease of use plays a
major role. Products that simplify daily routines, such as quick-installation car seats or pushchairs with one-hand folding systems, are more likely to be shortlisted because parents are managing real time pressure. Portability also matters, particularly for families in urban settings where space, public transport and frequent transitions between car, home and street shape daily life.”
Lightweight designs and compact folds help reduce friction in these
movements, Anupriya says. “At the same time, adaptability across stages has become a strong decision driver. Parents want products that can support a child from newborn through toddler years, reducing the need for multiple purchases. For example, modular systems like Nuna MIXX Next or TRIV Next allow extended use through different stages, while our CUDL carrier range supports multiple carry positions as the child grows.”
German brand hauck has updated its travel offering “significantly” to reflect changing lifestyle trends, Helen Robinson, head of sales for the UK and Ireland, explains: “Today’s parents expect lightweight, compact and highly functional solutions. In this segment, both the hauck Travel N Care and Travel N Care Plus have established themselves as best sellers. Building on this success, we have further expanded our range with products such as Lite N Care, a premium ultra-lightweight carbon buggy designed for effortless handling and easy carrying, and
icandyworld.com
Fly N Care, an all-in-one travel set ideal for air travel, which comes with a travel bag, extra seat liner, carry strap and car seat adapter.”
For CYBEX’s general manager UK & Ireland Luke Burns, offering a wide spread of travel-friendly products is key. “Parents have different needs when it comes to travelling with children, and there’s no one-size-fits-all solution,” he says. “Size, portability, value for money and adaptability all play a role in consumer choices. That’s why CYBEX offers a broad range of options, from our hand luggage compatible strollers such as Orfeo, COYA and Libelle, to compact everyday models like the Beezy.”
CYBEX has recently upgraded its compact stroller portfolio with an expanded colour range of on-trend shades. “We’ve also broadened our carrier portfolio to offer greater
choice, and introduced travel-friendly innovations such as the foldable Solution G2 car seat, reflecting the growing demand for practical, spacesaving solutions that don’t compromise on comfort or safety,” states Luke.
Over the years, Trixie has seen families looking for more flexibility in the products they choose, and that has shaped the way its on-the-go offering has grown.
“Parents are no longer shopping just for holidays, but for versatile essentials that move easily between home, day trips and everyday outings,” says UK national account manager Josh Reed. “Our on-the-go essentials are for everyday adventures. Our bottles, snack boxes, lunch boxes and insulated lunch pots are lightweight, practical and easy to pack, while our insulated lunch bag is a lovely addition for day trips, helping keep food and drinks at just the right temperature when out and about. Families love our backpacks for short trips and exploring, while our kids’ gym bag works beautifully as a travel bag, little holiday suitcase or sleepover bag.”
Car journeys can be hard work with
little ones in tow, points out MV Sports’ md Dave Poulter, leading to a demand for products that enhance the in-car experience for young children. “MV Sports’ new range of in-car accessories has been developed to meet this need, combining practical travel solutions with engaging preschool licences,” he says. “From back seat organisers and roller blinds to seat belt pads, neck pillows and even air fresheners, the products are lightweight, easy to fit and simple to remove, and many have been designed to improve comfort and reduce travel fatigue, with features such as soft-touch materials and childfriendly ergonomics.”
Travel-friendly products should deliver on convenience, longevity and practicality, says Leonie Hayward, marketing director at retailer and distributor Cheeky Rascals. “The Lascal BuggyBoard, which fits 99% of pushchairs, ticks all those boxes,” she says. “It’s the original go-to solution to manage tired children without resorting to a double pushchair, and can be used for children aged 2–6, offering long-term value.”
Summer presents a key opportunity for retailers as families prepare for holidays and increased travel. “Stores can capitalise on this by creating dedicated displays focused on ‘on-the-go’ solutions, highlighting products that make travel easier for parents,” says MV Sports’ Dave Poulter. “Cross-merchandising car accessories alongside outdoor toys, luggage or holiday essentials can help drive impulse purchases. Strong licensed branding also plays a key role in attracting attention and encouraging engagement, particularly within the preschool category.”
“For retailers, summer is a lovely opportunity to create inspiring stories around travel, picnics and outdoor moments, helping parents easily picture how these products fit into their plans,” adds Trixie’s Josh Reed. “Grouping complementary essentials together can make shopping feel intuitive and encourage thoughtful add-ons.
“We love helping our retail partners bring those stories to life. From cheerful imagery to social content inspiration, we support them with tools that make seasonal storytelling feel easy, playful and engaging, both in store and online.”
Another travel-friendly brand in Cheeky Rascals’ portfolio is Potette. “The new Potette Fold N Go Potty folds down to an ultra-compact 1cm,” Leonie says. “It can be slipped into a handbag, suitcase or stroller compartment, making it perfect for any outing.”
Another product that takes up minimal suitcase space is Splash About’s award-winning Happy Nappy swim nappy. “It’s more eco-friendly than bulky disposables and dries quickly,” says Splash About group managing director Lesley Beach. “It’s also integrated into our baby Sunsuits, for all-in-one protection.”
Splash About’s collection has grown year-on-year, to include stay-in-place lightweight legionnaire sun hats and rash tops. The brand also has a capsule collection of neon brights so it’s easy to spot little ones on crowded beaches or in water parks. Lesley furthers: “We’ve introduced splash shoes for SS26. They’re designed to protect little toes from hot sand and pebbly beaches, and are comfortable and flexible for all-day wear in and out of the water.”
Travel with little ones comes down to choosing gear that adapts to real life on the move. The Nuna Mixx next travel system delivers that flexibility with an easy fold, one-hand steering and seamless transitions between stroller, carry cot and car seat. Designed to keep routines intact, it supports naps on the go with a true-flat recline and quick-click carry cot. All-season seating, smooth suspension and smart storage complete a refined, practical design. Available in five colourways to suit families. uk.sales@nunababy.com www.nunababy.com
Responding to strong customer demand, the CONNETIX Travel Mini Pack delivers a compact, travel-friendly way to enjoy the award-winning magnetic tiles CONNETIX is known for – with powerful magnets and signature bevelled design that creates beautiful light refractions. Featuring new mini shapes and rotating magnets that self-align for flexible building, children can create tiny animals, cosy houses and imaginative small-world scenes, all on the go. The carry tin also doubles as a build surface, which children can personalise with reusable stickers.
wholesale@connetixtiles.com www.connetixtiles.com
Family life rarely stands still. From weekends with grandparents to spontaneous seaside escapes, travelling with little ones calls for practical solutions that truly deliver. The award winning hauck Sleep N Easyfold features an innovative quick fold mechanism that allows effortless setup and pack down in seconds. Suitable from birth up to 15 kg, it creates a cosy sleep space wherever you are. Breathable mesh panels support airflow, while the side opening encourages independence. Lightweight, compact, with wheels and carry bag, it is ideal for travel. info@hauckuk.com www.hauck.de
Every journey begins with ease. Whether navigating busy airports or exploring new cities, the right buggy makes all the difference. The award winning hauck Lite N Care is now available and designed for effortless travel. Weighing just 5.5 kg with a premium carbon frame, it offers exceptional lightness with stability. Its compact one hand fold fits cabin luggage on many airlines. With UV50+ protection, XL ventilation and comfort from birth up to 22 kg, it supports modern families wherever they go. info@hauckuk.com www.hauck.de
School lunch an adventure. This stainless-steel lunchbox comes with a removable bento box and a small fork, so you can pack a varied and balanced meal. Fruit, veggies, sandwiches or snacks all have a place. It’s strong yet lightweight and easy for children to open and close by themselves. We recommend washing the printed part by hand so you can enjoy the print for longer.
export@mepal.com www.mepal.com
This drinking bottle is ideal for everyday use. Thanks to the practical carrying loop, you can easily take it with you to school, sports, or a day out. It seals securely, so you can safely put it in any bag. The cap flips open easily for drinking and always stays attached to the bottle, so you never lose it. Use the straw or remove it, whichever is most comfortable for drinking.
export@mepal.com www.mepal.com
The award-winning Myavo delivers premium functionality in a compact stroller, weighing just 5.8kg. Its standout one-hand, one-second automatic fold with self-standing design makes storage effortless. Suitable from birth to approximately four years (22kg), it includes a rotating bumper bar, adjustable calf support and a generous storage basket. Designed for modern living, Myavo combines practicality with style. Retailing at £130, it offers families a sleek, high-quality stroller with impressive features at a highly competitive price point.
uksales@allisonbaby.co.uk www.gracobaby.eu/uk
Amigo is designed with busy parents in mind, offering a quick setup and even easier fold – with one quick pull. Perfect for travel, this full-size travel cot transforms into a compact package that’s easy to pack and store - ideal for any journey. Suitable from birth to 15kg, amigo has both bassinet and travel cot mode, to grow with little one.
uksales@joiebaby.com www.joiebaby.com
Fame Cabin’s ergonomic, spacious seat delivers first-class comfort wherever you go. An integrated leg rest supports restful naps in all recline positions, including lie-flat, while a high-density foam inlay enhances support. Removable for seasonal use, the seat features a ClimaFlow backrest and breathable mesh fabrics for year-round comfort. An extendable sun canopy with ventilation window offers protection in warm climates, while a raincover ensures little ones stay comfortable whatever the weather.
uk-sales@doreleurope.com www.maxi-cosi.co.uk
Anywhere, anytime, and any mood – the parcel LX is always travel ready with an easily activated compact fold. The new and improved parcel LX now has larger wheels than the previous model making it even easier to take on those tougher terrains. Foam filled for durability, wheels will never be the reason for missing out on adventures. With multiple recline options, parents can let snoozy toddlers rest after a busy day on their feet. With an adjustable leg rest ready to support tired legs, rest assured they will be able to recharge in comfort when out and about.
uksales@joiebaby.com www.joiebaby.com
Designed with life on the go in mind, the Chicco Bento Booster Seat is a practical mealtime solution for modern families. Suitable from 6 months up to 3 years, it offers a lightweight and compact alternative to a traditional highchair, ideal for travel, days out or visiting family and friends.
Easy to fold and carry, it fits seamlessly into everyday routines wherever you are. A removable tray and adjustable height support growing children, while the padded, machine washable seat and stable design provide comfort and reassurance at every mealtime.
Combining portability, practicality and trusted Chicco quality, the Chicco Bento Booster Seat makes mealtimes simple, wherever the day takes you.
For more information, please contact: sales@rkwltd.com | 0333 220 6070
Flybaby is a modern Berlin-based brand redefining babywearing with its ultralightweight, design-led carrier. Created by parents, the range combines innovative 3D-knit technology with ergonomic support, offering a seamless, breathable “second-skin” fit from birth. Weighing just 425g and packing down compactly, it is ideal for on-the-go lifestyles. Sustainably produced from recycled materials and engineered for comfort, safety and ease of use, Flybaby delivers a premium, contemporary solution for today’s mobile families.
kyle@whitestep.co.uk www.whitestep.co.uk
The double award-winning Turn2Me DLX i-Size is a premium 360° rotating car seat designed for safety and ease. Fully R129 certified and ADAC-approved, it suits children from birth to four years (40–105cm). TrueShield™ side-impact protection, an anti-rebound bar and forward-facing safety check offer reassurance. One-click ISOFIX installation and smooth one-handed rotation simplify daily use, while multiple recline positions, a newborn insert and washable covers ensure lasting comfort and convenience for every journey.
uksales@allisonbaby.co.uk www.gracobaby.eu/uk
A sleek changing bag designed to keep parents organised on the move. It includes a lightweight changing pad, bottle holder and smart compartments for everyday essentials. Made from bluesign certified, water-resistant recycled canvas, it’s built to last and look great over time. Easily attach it to any Thule pushchair or carry it over your shoulder for hands-free convenience, making travel with little ones simpler and more organised wherever you go.
emma.peak@thule.com www.thule.com
British nursery brand Silver Cross introduces Perform, its first car seat to pass the Swedish Plus Test. Suitable from birth to 125cm (around seven years), it keeps children rear-facing longer for enhanced safety. Meeting R129 standards, it features side-impact protection, ISOFIX installation, support leg and rebound bar. Adjustable recline and headrest settings ensure comfort, while a bamboo newborn insert, Easy Fit harness and reversible liner make everyday use practical for growing families. sales@silvercrossbaby.com www.silvercrossbaby.com
Tiba + Marl introduces the Brown Gingham Frill Collection for spring 2026, blending seasonal style with practical design. Crafted from RPET recycled materials, the range features a brown and cream gingham print with frill detailing and gunmetal hardware. Spanning three core bag styles, it offers lightweight durability and versatile storage for everyday use or weekends away. With multiple compartments, stroller compatibility and portable options, the collection balances fashion-led design with functional features for modern parents.
info@tibaandmarl.com www.tibaandmarl.com
Today’s baby carriers must deliver on comfort, safety and style in equal measure. PPS talks to the brands that are investing in innovation, education and design-led thinking to stay ahead of the competition.
The baby carrier market has become significantly more crowded and increasingly styledriven,” says Herbie Calves, ceo/cmo at Ergobaby. “While there are more visually appealing options than ever, not all prioritise true ergonomic support. At the same time, parenting itself has evolved. Shared caregiving, flexible and hybrid working, and design-conscious millennial and Gen Z parents mean carriers need to integrate seamlessly into everyday life, rather than serving a purely functional role.”
While continuing to meet international standards – including IHDI hip-healthy designation, AGR ergonomic endorsement and full compliance with ASTM and CPSC safety requirements – Ergobaby has evolved its design language to better reflect how modern parents live, by refreshing its visual identity, offering more design-led products and prioritising education.
“Parents are researching more than ever before and value support that helps them navigate options without feeling overwhelmed,” Herbie
points out. “We’ve invested in a more education-led digital experience with improved navigation, clearer product guidance and intuitive tools such as CGI fit explainers. The goal is to give parents confidence at every step, helping them understand how to use carriers comfortably and correctly from day one.”
For BabyBjörn, too, keeping parents informed is key. “Digital personal fit sessions, social media tips, instructional videos on YouTube and our website, and retail training are all part of our educational programme,” says Annika Sander-Lofmark, the company’s global head of communications. “This helps new parents achieve the perfect fit for them, their partner, grandparents and everyone else who might carry the baby.”
Annika welcomes the fact that today’s parents increasingly recognise the benefits of keeping little ones close, and that there is greater public awareness around safety issues such as babies’ leg positioning and breathing when being carried. In addition, parents are more aware than ever that durability equals sustainability, Annika
Top: BabyBjörn’s carriers are developed with the help of medical experts, families and independent test institutes.
Above: Ergobaby has expanded its range to offer more design-led products that meet modern parents’ needs.
states. “A carrier that can be handed down, sold or donated is very important to them. A beautiful design that suits their style and makes them feel good is also high up on their wish list.”
Nuna – Which? Baby & Child Brand of the Year 2025 – is known for its expertise across multiple categories, including baby carriers. One of its latest designs, the CUDL deux, is “thoughtfully designed for both ease and style”, says senior brand marketing manager Anupriya Sharma. “It’s built for year-round use, with a breathable mesh panel that keeps you both comfortable on warmer days, and a cotton panel that keeps you cosy on cooler days.” With four ergonomic carry positions, the CUDL deux evolves as the child grows, while the magnetic buckles make fastening simple and secure. Anupriya furthers: “It’s all about making outings feel effortless, while keeping your little one close and building that special bond.”
The Baby Products Industry Association’s 2026 Concept & Innovation Awards are now open for entry. Free to enter for anyone from parents, students to companies developing new baby and nursery products not yet on sale before 1 October 2026. Shortlisted entrants will present to judges and exhibit at the Harrogate International Nursery Fair.
Download the entry form from www.bpia.co.uk - or email info@bpia.co.uk
Ifyouhaveanideathatcouldshape thefutureofbabyproducts,nowis thetimetoshareit.
The BPIA Awards, AGM (members only) and Annual Networking Event takes place at the Wellington Hotel, London on Wednesday 10th June 2026.
This is free for members and non-members to attend and offers a great opportunity to discover the latest news and information, meet up with industry colleagues and celebrate product excellence.
Visit the website at www.bpia.co.uk for more information.
Join the BPIA’s UK Pavilion at Kind + Jugend, Cologne 15th to 17th October 2026. Email info@bpia.co.uk for more information.
Tula is bringing a fresh seasonal update to its Linen collection for Spring/Summer 2026, introducing Basil, a soft pastel shade inspired by runway trends. It is a stylish option for parents who want a carrier that blends fashion, comfort, and function. With its ergonomic design, inclusive sizing, breathable plantbased fabric, and practical features for everyday use.
support@ergobaby.com www.ergobaby.com/en-gb
Meet LAYA, the newest CYBEX baby carrier designed to support parents and babies from day one. Its selfadapting stretch fabric wraps naturally around the baby and grows with them, offering intuitive comfort and ergonomic support. Breathable mesh panels keep babies close while allowing airflow, while the innovative Kangaroo Pocket helps create a strong parent–child bond. A magnetic buckle ensures effortless fastening, and a detachable coin purse keeps essentials close when out and about. Everyday travel made simpler for modern families.
Emea-ukcontact@columbustp.com www.cybex-online.com/en/gb
Backed by 20 years of expertise, LittleLife’s new Traveller Carrier makes family adventures easier. Weighing just 1.85kg, it features a new, narrow gauge frame system to significantly reduce its overall load, alongside a tension band system that prevents it twisting. Constructed from aluminium and 210D High Density Nylon 66 mini ripstop, it’s light yet durable. An adjustable backsystem with padded straps and a pivoting hip belt ensure comfort, while the padded child seat with X-Buckle harness ensures little ones ride comfortably. Packed full of practical features, it stores neatly in its own carry bag between uses. customer.services@lifemarque.co.uk www.littlelife.com
Meet the Nuna Cudl deux, a premium baby carrier designed for modern parents on the go. Built for year-round use, it features breathable mesh and interchangeable panels to keep baby comfortable from newborn through to toddler. Four ergonomic carry positions adapt as the child grows, while magnetic buckles make fastening quick and secure. Stylish and practical, the Cudl deux delivers hands-free convenience, making everything from everyday errands to longer adventures feel effortless for busy families. uk.sales@nunababy.com www.nunababy.com
The Joie Savvy Lite Air baby carrier offers ergonomic comfort without the high price. Designed for babywearing ease, it features three carry modes and breathable mesh fabric. It supports baby’s natural C-shaped spine and healthy M-position hips, while a secure lumbar strap evenly distributes weight for parents. Soft yet sturdy head support keeps newborns safe and snug. Lightweight and easy to use, AutoClick magnetic buckles make getting on and off quick and hasslefree for everyday adventures.
uksales@joiebaby.com www.joiebaby.com
The Progressive Preschool Awards take place on Tuesday 10 November 2026 at The Royal Lancaster, London
Now in its 14th year, the PPS Awards is a hugely popular ceremony that sees all sectors within the preschool product and retail sector come together to network and celebrate the past year’s achievements. It is attended by over 450 guests each year and is considered to be an unmissable date in the calendar for suppliers and retailers across toy, nursery, gift, apparel, publishing, licensing and beyond.
The PPS Awards recognise retail and product excellence in addition to marketing prowess and people power. The nomination and voting process is done online and utilises the experience and knowledge of experts in the sector. This ensures that the upmost integrity is maintained.
Product Awards – judged by major, online and independent retail buyers
Marketing Awards – judged by PR / marketing experts
Retail Awards – judged by suppliers
• Best Supermarket Retailer of Preschool Products
• Best Multiple Retailer of Preschool Products
• Best Mixed Retailer of Preschool Products
• Best Department Store Retailer of Preschool Products
• Best Online Retailer of Preschool Products
• Best Independent Nursery Retailer
• Best Independent Apparel Retailer
• Best Independent Toy Retailer
• Best Independent Giftware Retailer
• Best Retail Newcomer
Book tickets or tables now to avoid disappointment
• Best Preschool Apparel or Accessories Range
• Best Preschool Non-Licensed Toy Range (12m+)
• Best Preschool Licensed Toy Range (12m+)
• Best Preschool STEM/Educational Range
• Best Preschool Publishing Range
• Best Preschool Home or Furniture Range
• Best Preschool Gift Range
• Best Wheeled Goods Range
• Best Car Seat Range
• Best Preschool Essentials Range
• Best Infant Development Range
• The Eco Award
• The Marketing Award
• Best Preschool Retailer Initiative
• Outstanding Achievement Award
“It's an absolute honour to accept the award for Best Supermarket Retailer this year. Preschool is an area of particular focus and strength across Asdaand George and this award is testament to all the incredible teams across our business that work to deliver the most credible and thought through product range for our super important tiny preschoolers and their care givers.”
Venetia Hammonds, assistant buyer, Asda
“We were delighted to receive Best Department Store Retailer of Preschool Products at the Progressive Preschool Awards again this year! We are so glad that the nursery, toys and preschool ranges that we carefully curate for our customers, as well as our service is being recognised.”
Roseanne Winthrop, buying manager, John Lewis & Partners
2026 Sponsors include
"We are truly honoured to receive the Best STEM or Educational Product. Our gem block set embodies our commitment to fostering creativity and critical thinking. We believe that play is a powerful tool for education, and this recognition inspires us to continue developing innovative products that ignite curiosity and spark imagination in every child.”we are so thankful to have won.”
James Shepherd, ceo, Commotion
"We are absolutely thrilled that the CYBEX Balios S Lux has been recognised at the Progressive Preschool Awards. The win is a testament to our commitment to combining style and safety and we're proud to see the passion also being celebrated by the industry. A heartfelt thank you to the judges and to everyone who put on an amazing ceremony."
Luke Burns, general manager UK &Ireland, Cybex|
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Right: Josh Beevor.
Josh Beevor, director/key account manager at Orchard Toys, on the company’s legacy, supporting the independent toy trade and expecting the unexpected.
I’ve been with Orchard Toys for almost three years now, although my connection to the company goes back much further than that. My grandad founded Orchard Toys at his kitchen table over 50 years ago, so I have grown up knowing the business and it has always been a part of my life.
While my day-to-day role in sales has had some fantastic moments, I think for me the greatest achievement has come when a game suggestion led to a new product being launched into our range. This year we launched our new Tractor Tractor game, which stemmed from my son and his friends' love of tractors. It was really satisfying to see how our testing reinforced my thinking that the theme and gameplay really resonated with two year olds and it’ll be even more satisfying if, or dare I say when, it goes on to be a bestseller.
There is so much I love about Orchard Toys, but I particularly love telling people where I work. More often than not, when someone asks me where I work and I say ‘Orchard Toys’ they will inevitably say ‘Oh I remember Shopping List or Bus Stop’, or ‘We’ve got loads of those at home’. So many people have grown up with Orchard Toys games and jigsaws, and it is testament to all of the hard work that has been put in over the years that the range is so fondly thought of. I’m not sure that will ever stop being my favourite part of the job.
WHO IS THE UNSUNG HERO OF THE COMPANY?
To me, my grandad, Keith Harvey, is the unsung hero. Without his vision almost 60 years ago we wouldn’t have
Orchard Toys today. We are now a well-established toy company down to what he did, and I am the third generation lucky enough to be part of its journey. He is just writing a memoir about his experiences in the toy industry, and I can’t wait to read it.
WHAT IS THE BIGGEST CHANGE WITHIN THE NURSERY/PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?
One of the most noticeable shifts is how much more conscious parents are about the value behind the toys they buy. There’s a real focus now on products that support development as well as being fun, alongside growing expectations around quality and something that will last.
WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?
The best piece of advice I ever got was to always tackle the hardest thing on your to do list first. I can’t say I always manage it, but I think once you have the most difficult task complete, then the rest of the day becomes so much easier and more productive.
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?
Expect the unexpected. There are always new opportunities, challenges and great moments that can come up at any point, so be ready to change your day around quickly and embrace them.
IF YOU COULD CHANGE ONE THING ABOUT THE NURSERY/PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?
Orchard Toys became the brand it is today through the independent toy trade. And while I have only been a part of the toy trade for a short period of time, it is so clear just how important those shops are. It would be great to find a way to support those businesses more and ensure that the high street continues to thrive.
“The last year has been transformative for us. We’ve experienced significant growth, and have moved into a larger premises with a workshop space and dedicated showroom, which has allowed us to elevate the customer experience. We’ve also expanded our team, invested in new machinery and introduced new collections that have been extremely well received.”
“At the moment, our bestselling products are our matching Mummy & Me collections, particularly our pyjamas and seasonal sets. These always create a lot of excitement when we launch them and tend to sell out quickly.”
“Customers want to support independent businesses, especially those offering something unique or personalised. They are placing more value on quality and customer service.”
From a small, home-based venture that began eight years ago, Perfect Little Thing has grown into a well-established business supplying luxury baby and childrenswear online and from its stylish showroom store in Adlington, Cheshire. Co-owner Adele Ince runs through some key facts and figures for PPS.
“We’re seeing a strong shift towards more timeless styles: soft neutral tones, classic prints and beautifully finished pieces that feel special and long-lasting. There’s also a growing demand for quality over quantity, with customers choosing fewer, better-made pieces that offer both durability and sentimental value.”
• “We’re currently a team of seven, and growing.”
• “Our average spend per customer is around £50.”
• “Our last delivery arrived in nine boxes – always an exciting day for the team!”
• “We focus on regularly refreshing our in-store displays to reflect new collections and seasonal launches.”
• “Our showroom space is designed to feel like a calm, welcoming baby’s bedroom, with open wardrobes, a cot display and soft, contemporary lighting.”
“Social media has been a key driver of our growth. We use Instagram and TikTok to share behindthe-scenes content, new arrivals, customer reviews and day-to-day life within the business. It helps us build trust and create a real sense of community around the brand and is a powerful tool for understanding what our customers love, as we get instant feedback and engagement.”
“We’d estimate 70–80% of our sales are online and 20–30% in-store, with in-store continuing to grow as more customers discover us locally. Being based in a business park means customers are more intentional when they visit us; they tend to spend more time exploring the collections and ultimately investing in pieces they truly love.”
“Our standout hero product would have to be our personalised baby bibs. They’re a core part of our brand and something we’ve become really well known for. They’re often a first purchase for new customers and a product that brings people back time and time again.”
