THE SYDNEY MID-YEAR TOY PREVIEW IS BACK AND SET FOR COMMBANK STADIUM
INDUSTRY COMMENTARY — WE SPEAK TO KEY INDUSTRY EXECUTIVES
STORIES FROM GG'S TOY BOX (LAZYTOWN – THANK YOU BUT PLEASE DON’T COME BACK)
LITTLE
THE WIGGLES CONTINUE TO EXPAND MERCHANDISE & LICENSING
OPINION PIECE — THE TARIFF CIRCUS — WHERE WE ARE (ROUGHLY)
AUTHENTIC PARTNERS WITH BR SOUTH PACIFIC
What is the main value proposition that Hoopla Interactive brings which positions the services that you offer above other digital agencies?
Now in our 12th year globally, Hoopla has deep expertise in the toy space, enabling us to develop concepts that stay relevant in a fast-paced competitive market. We offer free design and build so your media spend goes further reaching as many kids as possible. Our interactive formats deliver measurable engagement, providing insights beyond traditional benchmarks. We're also focused on delivering greater value and reach, including through our new transparent YouTube pricing model helping clients secure 3 to 4 times lower rates than other partners, with the same high-quality kids content and brand safety. Finally, we’ve partnered with Lumen to launch the first-ever COPPA-compliant Attention tool for kids, helping optimise toward real attention complimentary with any media spend.
How should Toy Companies engage with Hoopla to produce the best results?
Tell us your problems and challenges in the industry and we will curate custom solutions! Hoopla specialises in the Awareness and Consideration part of the sales funnel, ensuring that we can provide exciting formats which cut through the noise at that most crucial education stage. Kids and Parents alike are constantly bombarded with adverts, and it can become increasingly difficult to reach a wider audience and allow users to leave with a positive takeaway. From our recent study we have seen that after Kids have engaged with our units, 83% of them wanted to tell their friends and 66% of them were more likely to want or ask for the advertised product. (Hoopla x Lumen Report 2025).
Can you explain how Hoopla leverages the online space to maximise your results?
Hoopla have built a proprietary Keyword targeting technology which allows us to deliver messaging across video, gaming and content environments based on the type of content being viewed for greater brand alignment to the user's interest. We have codified all our Kid-Safe inventory which allows us to drill down further by channels of Interest creating predictions of Gender and Age based on text, language & visual analysis. This is applied across App, Web, CTV and Youtube content.
Can you outline your tailored approach method to the content you create for your clients?
Your dedicated Sales Rep will be with you every step of the way. From initial concept and project management, right through to optimisation and post campaign analysis. We’re hands-on, detail-focused, and deeply invested in both the process and the partnership. Our goal? To bring your project to life together, with clear communication and shared success at every stage.
Can you give us a good example of toy content that produced a good outcome for your client?
We recently launched a highly successful Playable campaign for ZURU’s X-Shot range, and the results spoke for themselves. The campaign not only exceeded all key benchmarks but delivered impressive engagement — with users spending an average of 69 seconds interacting with the unit. What made this execution particularly powerful was the choice-driven gameplay. Audiences could select from four distinct mini-games, each one representing a different X-Shot product. This interactive format didn’t just drive strong dwell time. It also offered valuable insights into product preference and user behaviour, helping to inform future marketing and retail strategy.
Does Hoopla offer any modelling which through data analysis will deliver a commercial return?
In addition to our high-impact advertising formats, we offer a suite of studies designed to demonstrate and support commercial effectiveness. Through strategic partnerships with industry leaders, we provide data-backed insights into brand uplift (via Kantar), attention metrics (via Lumen), and sales performance (via Circana). Circana is a unique opportunity to understand how your active campaigns are penetrating the market, allowing you to gauge where further spend is needed and where you have dominance in the space.
This is all heat mapped with postcode breakdown. One standout is our groundbreaking Hoopla x Lumen Attention Study, the world’s first COPPA compliant eye-tracking attention study for kids. This unique research doesn’t just prove that our campaigns capture attention. It pinpoints exactly where attention is being held within the creative. It’s a powerful tool for optimising creative strategy and proving tangible value back to your team.
In the highly competitive market that we operate in it looks like Hoopla have developed an effective product that can improve engagement and generate real outcomes for your clients. We hope that potential Toy Companies contact you directly and visit your website to learn more.
Units that cut through the noise giving brands standout in a cluttered web environment. These can be used for impact & awareness or integrate custom interactive elements for more of an engagement focus. All units are delivered against accountable buying metrics with display bought on a vCPM and video on a CPCV.
GET IN TOUCH
Hoopla Interactive are an independent advertising network specialising in high impact creative messaging that allow users to interact & engage across all platforms at scale.
LEGO® STAR WARS: THE EXHIBITION
BY ALICE SANDERSON — EXECUTIVE MANAGER
THE SYDNEY MID-YEAR TOY PREVIEW IS BACK AND SET FOR COMMBANK STADIUM
It’s been a few months since the ATA hosted another highly successful Toy Fair at the Melbourne Convention & Exhibition Centre. With more than 5,000 attendees— including many from overseas—the energy throughout the event was palpable. Many remarked that this year’s Fair was the most impressive since the onset of COVID.
Throughout the week, the ATA also held several key events including our annual Gala Dinner, the 25-Year Club networking function, Women in Toys, and Exhibitor Drinks. These were all well attended, with both the Gala Dinner and Women in Toys events selling out.
A heartfelt congratulations to all the winners recognised during our awards ceremony. A special acknowledgment goes to our newest Hall of Fame inductees, Nir Pizmony and John Fitz-Gibbon, and to our 2025 Rising Star, Adrian Spagnuolo of ToyMonster.
On behalf of the ATA, I extend sincere thanks to our generous sponsors and supporters who help elevate the Fair year after year. These include All Brands Toys, BMS Brands, BBC Studios, Connetix, Disney, Formula Sports & Games, Hasbro, Jasnor, Jazwares, Just Kidding, Mattel, The Bugg Report, The Toy Universe, Total Licensing, Universal, Warner Bros. Discovery, and The Wiggles.
Of course, none of this would be possible without our incredible exhibitors. Your tireless work—from concept approval to final
product display—ensures the continued success of the Fair and highlights the innovation that drives our industry forward.
Since the Fair, much has changed globally, and while I’m a bit remiss to make mention (again) of the ongoing trade tensions, it’s an issue too significant to ignore. The current tariffs imposed on China—though primarily a U.S. policy—will undoubtedly have a ripple effect, impacting Australian businesses as well.
We remain hopeful that the U.S. Government will fully consider the broader implications of these tariffs, particularly regarding children’s toys, and work towards a balanced resolution that minimises disruption (and drastically higher costs) for businesses and consumers alike.
The ATA would like to remind our members that we’re here to support you in any way we can—even if it’s simply to lend a listening ear as you share how these challenges are impacting your business.
On a more uplifting note, our focus now shifts to the upcoming Sydney Mid-Year Fair. This year brings exciting changes—not only have the dates moved, but we’re also hosting the event in a brand-new, larger venue!
Scheduled for Wednesday 18th and Thursday 19th June, the Fair will now be held at CommBank Stadium in the heart of Parramatta. Known for hosting major
events including NRL games, concerts, and high-profile business functions, the venue offers an elevated experience we hope will become the Fair’s long-term home.
One of the key advantages of this new location is its layout, which allows for a more streamlined and convenient experience. Most exhibitors will be located in a single spacious ballroom, simplifying the visit for our retailers. Larger exhibitors needing private meeting spaces will be accommodated on Level 3, easily accessible via lifts from the ground floor.
We’re excited to welcome everyone to Parramatta this June and can’t wait to showcase what’s in store!
Lastly, we’ll soon begin the membership renewal process for the upcoming financial year.
As part of this, members will receive a feedback survey. We strongly encourage everyone to participate— your insights help us understand what matters most to you and how we can best support your needs.
BMS BRANDS
WE SPEAK TO KEY LICENSING EXECUTIVES
Industry Commentary
Josh Bonello Sales Director BMS Brands
How do you see the year ahead for Toys in Australia?
The toy industry in 2024 had its fair share of wins and challenges—some expected, some surprising, and enough economic shifts to keep everyone on their toes. But as I always say, I could care less (yes, I know I have misphrased the saying). The economy has its ups and downs, but I make and sell toys for a living. Our mission is to bring joy, spark imagination, and ensure kids (and let’s be honest, plenty of adults) have a blast.
I believe that should be the mantra our industry lives by in these current conditions. We have a chance to be the industry that sets the example for the business landscape in Australia. So forget the market conditions, we can either steer our own course, be passionate about what we do, and be more adaptive to the external challenges and keep moving forward.
I believe vendors will step up with fresh product lines, not just last-minute close-outs. Consumers are looking for value, but they also crave innovation. Retailers, in turn, will be more open to updating their shelves, taking chances on new products, and moving away from
outdated inventory that’s past its prime. The key to success in 2025? Innovate, adapt, and embrace change.
What should we be looking for from BMS Brands?
We spent 2024 investing heavily in our infrastructure, expanding into the US, and, most importantly, developing an exciting range of new toys. March will see fresh additions to our Magic Sensory line-up, including a rechargeable LCD Writing Tablet that is already on track to be our best-selling item for 2025. The sales data has no opinion so I am trusting it.
In the blaster category, Kazaang is getting a major upgrade with new products that are genuinely innovative— none of the "same-old-but-in-a-newcolour" approach. Expect to see them hit Australian shelves just in time for Christmas 2025. We’re also expanding our Puzzle Master brand, capitalising on the resurgence of jigsaw puzzles after the post-COVID "puzzle crash." Our new range will feature unique, original designs rolling out over the next twelve months.
How do you see the bricks and mortar vs. online evolution unfolding in our market in the short to medium term?
Bugg
Media has spoken to key industry executives in relation to the year ahead and asked them questions relating to toys, brands, licensing, trends and retail.
With online giants like Temu and Shein disrupting the Australian market, regulators are already facing new challenges. These platforms are leveraging aggressive pricing strategies to attract budget-conscious consumers, but their model is not built for longterm sustainability. Plus, with no physical presence in Australia, consumer protection is virtually non-existent.
Meanwhile, Amazon continues to grow its footprint in Australia—not by undercutting prices, but by doubling down on customer experience. Traditional retailers should take note. The key to thriving in this evolving landscape is not just price competitiveness but also exceptional service, product curation, and an engaging in-store experience.
Bricks-and-mortar stores will always have a significant role to play, but it will come with evolution. Consumers appreciate the convenience of online shopping, but they also crave the tactile, immersive experience of shopping in person. The next two years will be crucial, and the retailers that embrace change will thrive. Those that resist it may face challenges, but with the right mindset and adaptability, there’s always a way forward.
What do you anticipate to be the most significant trends of 2025?
2024 saw a major resurgence in nostalgic toys, with Rubik’s Cubes, Pokémon, and Hot Wheels dominating shelves. Bluey continued to be a powerhouse in licensing, proving that well-loved brands have serious staying power.
Looking ahead, I expect STEM and educational toys to see continued growth. AI is being integrated into more aspects of our daily lives, and the toy industry is no exception. The demand for interactive, AI-driven learning tools is rising as parents seek products that are both educational and engaging. Toy companies that invest in this space now will be at the forefront of the industry’s next major shift.
Can you give us your take on bricks and mortar retailing?
Despite the rise of e-commerce, bricksand-mortar retail remains the preferred shopping method for many Australians. Major retailers like Bunnings, Kmart, Officeworks, and Woolworths all reported revenue growth in FY24. While the
increases were modest, they highlight the enduring appeal of in-store shopping. Independent retailers, however, face unique challenges. They are competing against retail giants while also contending with rising operational costs, particularly rent. Landlords need to recognise these pressures—if they remain inflexible, we’ll see more empty shopfronts, which benefits no one.
That said, many independent retailers are thriving, and their success comes from passion, adaptability, and a relentless focus on customer experience. Take QBD Bookstores, for example. Once purely a book retailer, they expanded into toys, puzzles, and games, transforming their business and driving success rather than just survival.
Retail is constantly evolving, and those who embrace change will come out ahead. It’s an exciting time for the industry, and I have no doubt that retailers—both big and small—will continue to find new ways to grow and succeed.
www.bmsbrands.com.au
THE WIGGLES CONTINUE TO EXPAND MERCHANDISE & LICENSING PROGRAM
The Wiggles, one of the world’s most iconic and beloved children’s entertainment groups, are excited to announce major developments in their merchandise and licensing program driven by significant growth in audience reach. Following a strong upturn in business performance, including new strategic partnerships and internal team advancements, the group continues to build momentum across Australia and global markets.
Led by Antonios Arseniou and Callum Hendry Hodsdon, The Wiggles’ touring merchandise division has undergone a significant transformation over the last 18 months. The group now oversees the complete design and sourcing process for tour products, with rapid plans to expand availability through retail partners, making it easier than ever for fans to
access official Wiggles merchandise. In recognition of their exceptional leadership and the growing international scope of the business, Antonios Arseniou has been appointed Global President of Toys and Merchandise, and Callum Hendry Hodsdon has stepped into the role of Vice President of Toys and Merchandise.
“We’re thrilled with the growth of our Wiggles merchandise program,” said Antonios Arseniou. “The Wiggles’ enduring appeal continues to resonate globally, and we’re excited to bring the magic to even more families around the world.”
The brand’s licensing footprint is also expanding, with standout collaborations with leading Australian brands including Kmart, Bonds, Adairs, and Culture Kings, highlighting The Wiggles’ versatility across
diverse product categories. The group will continue their long-standing partnership with Haven Licensing, who will represent The Wiggles across all licensing categories as global expansion efforts continue.
To support this growth, The Wiggles are also evolving their internal structure with several key appointments, Nick Webb’s role has evolved from Special Projects Manager into Producer and Audience Engagement Manager, reflecting his expanding contributions across music, video production, and audience outreach. Trysha Ramos joins the team, reporting into Nick Webb, to lead the group’s digital platforms including YouTube, social media, and the official website - driving strategic content production and marketing initiatives.
Gavin Entwistle has joined as Finance Officer, bringing extensive experience in finance operations and process management. Gavin will report to Jill Lloyd and will play a critical role in supporting sustainable growth and financial strategy.
Luke O’Neill, CEO of The Wiggles, comments, “As we continue to grow, we remain focused on building a high calibre team and structure that align with our creative vision and operational goals, while staying true to our mission to entertain and educate children around the globe.”
www.thewiggles.com
INTERNATIONAL TOY AND STATIONERY AGENT
www.about.me/thierrybourret
THE TARIFF CIRCUS WHERE WE ARE (ROUGHLY)
Let’s say the latest number flying around is 245%. That’s where US tariffs on Chinese electric vehicles landed a few weeks ago. But let’s be honest. By the time this is read, it could be 145%, 300%, or whatever figure Trump plucked from the air after breakfast. This isn’t policy. It’s performance art—with serious commercial consequences.
China, meanwhile, isn’t making noise. They’ve offloaded US debt, paused Boeing aircraft orders, and shifted agricultural buying to Australia and Brazil. They’ve created a quiet exemption list for key US-made goods—pharmaceuticals, chips, aircraft engines—things they still need. Smart. Tactical. No shouting required.
They’ve also begun restricting exports of minerals essential to Western industries—EVs, semiconductors, defence.
They’re not throwing plates; they’re removing fixtures and rearranging the room. This isn’t a trade dispute. It’s a separation. One side is changing the locks. The other is shouting from the front garden that everything is fine.
For those of us trying to price goods for Q1 next year, this chaos is very real. And the uncertainty isn’t going anywhere. Trump may well return—and he doesn’t operate from a strategy, but a mood. What’s in place today could vanish tomorrow, depending on who’s whispered what over lunch.
Do you move sourcing? Reroute containers? Sit tight until November? There’s no clear path. The only rational approach is to expect disruption, pad timelines, and have contingencies for the absurd.
And here’s the rub: if the goal is to reduce dependence on China, fine. But tariffs alone won’t build new factories. They just increase costs and inject more uncertainty into already fragile systems.
This isn’t abstract. It’s hitting small and mid-sized businesses directly. Retailers are hesitant. Buyers are cautious. Consumers are stretched.
And none of this noisy posturing builds confidence.
Meanwhile, China remains silent. No phone calls, no olive branches. Much to Trump’s disappointment— he expected theatre. What he got instead was professional diplomats with a strategy, and a country willing to take the long view. And probably more pain than many in Washington are prepared to endure.
Let’s not pretend these tariffs are targeted tools. They’re arbitrary. Take Australia. Free trade agreement in place, trade surplus favouring the US— still got hit with a 10% tariff. There’s no principle behind it. Just noise. Who blinks first? No idea. But if we’re still here in six months, clever pricing and crossed fingers won’t cut it. We’ll need a proper reset.
Until we see real change, treat policy like weather—plan for storms, expect delays, and hope your roof holds.
Thierry, a seasoned international sales and marketing expert, founded Konomocha in 2015. With over 20 years of experience, he helps toy and stationery brands expand into EMEA and APAC markets.
The Brand Licensing & Market Specialists
PHOTO GALLERY
AUSTRALIAN TOY ASSOCIATION
TOY HOBBY & LICENSING FAIR
GALA DINNER
Gala Dinner
The Australian Toy Association held its annual Toy Fair Gala Dinner at the Crown Palladium Ballroom at the Toy Hobby & Licensing Fair.
The event was sponsored by Disney, Mattel and Jasnor and the category sponsors were Just Kidding for Kids Choice and Bugg Media for Licensing Property. Congratulations to all the finalists and winners of the industry awards — the Industry celebrates the passion and dedication to shaping the future of toys, hobbies and licensing. It was wonderful to come together as a community to honor your achievements and enjoy a fantastic evening of networking, entertainment, and celebration.
AUSTRALIAN
TOY HOBBY & LICENSING FAIR
WOMEN IN TOYS
Women In Toys
Women in Toys 2025, proudly sponsored by Jazwares, was a vibrant celebration filled with the soft, colourful charm of Squishmallows. Attendees not only enjoyed an unforgettable morning but also took home these delightful plush keepsakes as a lasting memento of the incredible experience we shared.
Yet, the event was about much more than champagne on arrival, delectable sweet and savory treats, and, of course, the beloved Squishmallows. At its heart, it was about the five remarkable women who graced the panel, sharing their inspiring journeys of triumph and perseverance.
