THE 2025 ATA MID-YEAR PREVIEW FROM THE EDITOR
Welcome to Edition 16 of The Toy Universe Magazine which focuses on the Australian Toy Association's Mid Year Preview, which now takes place at CommBank Stadium in Parramatta.
As we highlighted in Edition 15, the Australian Toy Industry is undergoing significant changes with sustainability now a baseline expectation, the impact of Artificial Intelligence (AI) being felt across the landscape, Amazon's growth in Australia, STEAM toys are continuing their strong performance and the 'Kidult' demographic and nostalgia remain influential consumer segments.
Looking at the direction of things such as AI, digital platforms and smart toys, it will be interesting to see if the ability for these things to become more widely available in the market will resonate with consumers as opposed to them seeking out more traditional toys and nostalgia to get away from the constant exposure to highly stimulating digital games, streaming platforms and smart toys.
Long-term it seems that all these things (AI, digital platforms and smart toys) will have their place with consumers, but ultimately there is nothing like the real thing and we have seen this year that products such as Ooshies, Deddy Bears and Connetix are going from strength-to-strength. It will be interesting to see whether Toy Companies replace existing lines with digital offerings, complement traditional toys with technology or simply continue with their traditional offerings?
Looking forward to this edition, we have an exhibitor guide to the 2025 ATA Mid-Year Toy Preview which details all the companies who are showing at this event this year at CommBank Stadium. If you will at the event this year, make sure that you do not miss out on the networking event on the Wednesday night.
We also have a feature on Dimian, an Italian toy company specializing in dolls, accessories and interactive plush. Dimian have partnered with Zimbler Toys who will sell and market Michael's range of products here in the Australian market.
Also keep an eye out for our Roaming Redders who will be attending the Mid-Year Preview this year and interviewing exhibitors about their products offers for the second half of 2025.
We hope you enjoy this edition of the magazine!
Managing Director — Tony Bugg tony@buggsolutions.com.au
Editor & Designer — Matthew Bugg matt@buggsolutions.com.au
Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806 Advertising — bookings@thetoyuniverse.com.au Feedback —
INSIDE THIS EDITION WELCOME TO EDITION 16
NEWS FROM THE TOY UNIVERSE
DIMIAN — A BREATH OF FRESH AIR IN THE TOY BUSINESS IN AUSTRALIA
WELCOME TO THE 2025 SYDNEY MID-YEAR EDITION
EXHIBITOR GUIDE — 2025 SYDNEY MID-YEAR EDITION
40 YEARS OF PLAY — WE SPEAK TO UNIVERSITY GAMES FOUNDER BOB MOOG
MOOSE TOYS GOES GLAM WITH NEW SLIME LAUNCH, GUI GUI
THE LEGO GROUP PARTNERS WITH BBC TO INTRODUCE NEW LEGO® BLUEY™ SETS
KEYCRAFT IS EXCITED TO REVEAL 2025’S MUST-HAVE POCKET MONEY TOYS!
JASNOR AUSTRALIA — PEPPA PIG WELCOMES A NEW BUNDLE OF JOY
VR DISTRIBUTION UNVEILS 2025’S MOST PLAYFUL PICKS
GOOD IDEA GLOBAL USHERS IN A NEW ERA FOR TY IN AUSTRALIA AND NEW ZEALAND
THE RISE OF GEEK X — FUELLED BY FANDOM, DRIVEN BY DATA
BIG W BRINGS BELOVED CYCLOPS BIKES BACK TO AUSTRALIAN FAMILIES
DIVISIBLE BY ZERO — MAKING THE INDEPENDENT TOY BUSINESS COUNT
EPIC DISTRIBUTION — A ROARING NEW CHAPTER
ARTIWOOD — A LEGACY OF PLAYFUL AND ETHICAL TOYS
FEATURE INTERVIEW WITH AARON TOMPKINS — TOEDESIGN
STORIES FROM GG'S TOY BOX (THE WIGGLES IN WAGGA WAGGA)
GEARING UP FOR A HOLLYWOOD ENDING BY JOHN BAULCH
THE U.S. TOY INDUSTRY GRAPPLES WITH TRUMP, TARIFFS, AND UNCERTAINTY
OPINION PIECE BY I AM THIERRY — THE DISAPPEARING MIDDLE
GREETINGS FROM THE HEART OF THE US TOY INDUSTRY — CHICAGO!
ROAMING REDDERS — VIDEO INTERVIEW SERIES BY JOHN REDENBACH
TOY STORIES 3 — 45 YEARS OF AUSSIE TOYS
BRAND LICENSING IN AUSTRALIA —THE TRUE STORY
EDITION 16
JUNE 2025
MERCHANTWISE UNLEASHES DOOM: THE DARK AGES COLLABORATION WITH CULTURE KINGS IN AUSTRALIA
Merchantwise is unleashing an exclusive DOOM collaboration with Culture Kings to celebrate the release of DOOM: The Dark Ages in Australia. The deal for a collection of licensed tees was brokered by Merchantwise for software publisher Bethesda and was recently launched to tie in with the release of the id Software developed DOOM: The Dark Ages. The launch was celebrated with a fully immersive and hell-raising activation to Australian media, influencers, PC fans and members of the gaming community at the globally recognised streetwear brand’s flagship Sydney store.
U. GAMES AUSTRALIA AND AMBASSADOR GAMES TEAM UP TO LAUNCH LICENSED ARCADE GAME RANGE
The golden age of arcade gaming is getting a 21stcentury revival as U. Games Australia, in partnership with Ambassador Games, proudly announces the launch of a bold new range of licensed mini arcade machines featuring legendary franchises Minecraft, Sonic the Hedgehog, Pac-Man and Street Fighter 2. This exciting collaboration brings together two passionate companies with one shared mission: delivering the magic of play, nostalgia, and fandom to Australian homes and collectors. READ MORE ON THE TOY UNIVERSE WEBSITE
BLUEY IS TAKING OVER FRUIT NINJA CLASSIC+ IN A LIMITED-TIME APPLE ARCADE CROSSOVER EVENT
Beginning June 19, Bluey, Bingo, Mum and Dad are coming to Fruit Ninja Classic+ for the first time for a special crossover experience, exclusively on Apple Arcade – Apple’s game subscription service that offers unlimited access to more than 200 games. READ MORE ON THE BUGG REPORT WEBSITE
DIMIAN A BREATH OF FRESH AIR IN THE AUSTRALIAN TOY BUSINESS
This unique business originated in Italy. Dimian specialises in the production of dolls, dolls accessories and interactive plush. Toy companies are not always just about toys, they are also about passion and personalities. I first became aware of Michael Rothling at the Australian Toy Fair in Melbourne in March. His infectious personality, play on fashion and his passion for his products was difficult to avoid.
Dimian has recently formed a partnership with Zimbler Toys for them to sell and market Michael's range of products in the Australian market. Michael as Vice President is a stylish individual creating fashionable toys with a Italian touch. He’s also highly active on social media, crafting engaging content that resonates with his audience. His products will soon be available in the Australian market. We were fortunate to be able to speak to Michael on his unique products and his other passions in the business. Michael, born into an international toy family, has become a driving force for Dimian and for the social media toy world.
We began by asking Michael: Michael, how long have you been part of the business? I’ve been part of the toy industry since I was 16, thanks to my family’s rich legacy. My father was the former director of Zapf Creation Germany and Tiger toys America, and he played a crucial role in bringing Baby Born and Tamagotchi to customers worldwide. Toy-making has always been in my blood! I also have great memories of my grand-uncle Mario Besana, the owner of Burago we come later on that topic Growing up between Germany, Italy, and Hong Kong really shaped my perspective. When Dimian launched in Hong Kong in 1993, my parents brought me along to finish my studies. Today, I proudly speak five languages: Italian, German, French, English and Spanish! This diverse background fuels my passion for creating innovative toys that resonate around the globe!
What is your background? What did you do before toys?
My background is quite diverse! I began my studies at the German Swiss International School in Hong Kong, followed by business college, where I focused on wholesale foreign trade in Germany. I then had the incredible opportunity to pursue a Master’s Degree at Bocconi University in Milan. After my studies, I worked at a prestigious law firm in the heart of Milan, specializing in brand and trademark registration. This experience allowed me to connect with influential figures in the fashion industry and learn from top attorneys about creating and protecting brands.
Proudly then, I’m a speaker at Italian University UNIVPM in Ancona in marketing and I was featured on Forbes Italy for my great marketing idea on a very famous board game.
Are you the inspiration for new product and concepts for Dimian?
M-Absolutely, I am at the forefront of product inspiration Looking ahead to 2026, you’ll notice a significant transformation
our line. I’m excited to introduce the “Bambolina Line,” which will feature four distinct categories: dolls, prams, and varied doll themes like monster, teddy, fashion princess, and all types of role-plays. Each category will offer a unique style and experience, ensuring our toys stand out and resonate with children everywhere!
I see that you love of Hong Kong. It’s a pity it has had to suffer the changes in the market over the past 5 years. It seems to provide an energy for your business. How do you see its future in Toys?
There’s definitely been a lot of debate on LinkedIn about Hong Kong’s status as a toy hub, especially in the wake of the pandemic. While it’s true that Hong Kong faced challenges, it wasn’t alone; many “toy cities” around the world were also grappling with similar issues. For instance, events like the Distoy London Fair faced cancellation this year, and new venues like Los Angeles are drawing attention. However, I believe Hong Kong still holds tremendous potential as a strategic hub, very well connected to China. My personal view is that the Nuremberg Toy Fair is also suffering significantly, particularly because it’s too much of a “traditional toy fair.” It absolutely needs a fresher approach given the high costs for both exhibitors and visitors regarding accommodation and exhibition space. Overall, the Melbourne Toy Fair proved to be an incredible platform for networking and business growth, demonstrating the strength of the Australian market in the toy industry. Hong Kong continues to be a pivotal gateway for FOB toy retailers and distributors from October to January, providing a vibrant platform for business and innovation in our industry, including with my “Plastic is Fantastic” events.
I am interested in your passion for art... I have seen you creating masterpieces recently. Is this another creative outlet of yours?
This year marks an exciting turning point in my artistic journey as I delve into the vibrant world of tufting and splashing art. Through the art of tufting, I’m exploring the interplay of colors, discovering how different shades can harmonize or contrast to craft captivating backgrounds. This exploration not only fuels my creativity but also serves as a rich source of inspiration for future toys and products I plan to develop. Art has offered me a way to relax and appreciate the beauty and colors of the world around us. Ultimately, we all carry our own struggles, but the act of creating allows me to channel my emotions into something meaningful. I look forward to continuing this artistic exploration, blending creativity with my entrepreneurial endeavors, and finding inspiration in every brushstroke and tuft.
In terms of developing Dimian do you have your eye on the global market?
Absolutely! At Dimian, we’re not just focused on creating products; we’re dedicated to tailoring them to meet the unique needs of each global market. This adaptability is at the heart of what makes us special. When customers see our high-quality dolls, they aren’t just purchasing a product; they’re investing in a world, a comprehensive marketing concept that truly sets us apart. By incorporating these elements into their stores, retailers can cultivate a unique selling proposition that distinguishes them from the competition. At Dimian, we believe our customers aren’t just clients; they are part of our family.
This philosophy drives us to cultivate long-term distribution channels worldwide, ensuring our partners and customers feel valued and supported.
I note that you are super engaged with social media. Do you create your own content and has this assisted in the growth and exposure of your products?
I intentionally wear eye-catching outfits—think total blue, bright red, or hot pink—to ensure that people remember me and my brand. It’s all part of a strategic marketing approach! At events like the Melbourne Toy Fair, I bring my authentic self to the forefront, blending entertainment with genuine personality. I thrive on spreading positivity in an industry that really benefits from a fresh perspective.
My background in Italy, where I hosted a successful TV program focused on events and high society, has equipped me with the skills to engage audiences effectively. While I’ve since shifted my focus more toward my company, I’ve successfully translated that experience into my social media strategy for the toy industry. The combination of dynamic character and innovative marketing is the key to emerging and thriving in today’s marketplace. I’m all in, and I love what I do!
I saw your release on the new Dimian/Burago collaboration. I believe the inspiration for this came from your time at the Australian Toy Fair on the Zimbler stand? Absolutely! The collaboration between Dimian and Burago truly blossomed at the Melbourne Toy Fair with Zimbler, and I couldn’t be more thrilled! The Zimbler family has become like
my own Australian family. Jonathan, Joel, and their mother Jo are simply amazing—warm and welcoming. And Glenn? He’s one of the most fantastic characters in the Zimbler team! The genuine camaraderie they share is heartwarming; it’s inspiring to see them working together to build something incredible. The connection with Burago is particularly close to my heart, as it was founded by my great uncle, Mario Besana, before being sold to the May Cheong Group. Witnessing this collaboration, especially with my expertise in soft toys and interactivity, is a dream come true. Over the past few months, the Burago and Dimian teams have been collaboratively working on a remarkable line: the Burago Junior Range. I can’t wait to present it in Los Angeles and showcase it permanently in my Hong Kong showroom! I’m also certain Zimbler will be showcasing this amazing range at the Melbourne Toy Fair next year, and I can’t wait to see where this journey takes us!
Let’s talk about some of your great products for a moment. I’m thrilled to share with you our enchanting new toy range that Zimbler is proud to distribute in Australia.
Michael gives us a brief insight into his to 3 toys below:
What makes the Luna, the Unicorn (BD 2003)
Luna is a fantastic interactive unicorn that captures the hearts of children. With blinking eyes and a shimmering horn, she tells delightful fairytales for a total of nine magical minutes, bringing dreams to life!
Can you tell us about your Princess Dolls?
Absolutely! We have two exceptional princess dolls. The BD 2001C features our 80 cm princess dressed in a stunning purple gown—perfect for any girl who dreams of royal adventures. Then there’s our BD 2001 Ice Princess, an enchanting addition to the Adore range, capturing the magic of playtime.
What about the Bambolina girl ?
The Bambolina girl is an extraordinary role-play doll that speaks a hundred words, shares one fairytale, and sings three songs when you touch her hands! At 46 cm, she’s designed to spark imaginative play with beautiful hair and a captivating personality.
(Foto of Saudi Arabia toy store )
Suite 3009 at the mid year toy fair. A WORLD of TENDERNESS A WORLD of TENDERNESS
UPDATE
THE AUSTRALIAN TOY ASSOCIATION
BY ALICE SANDERSON — EXECUTIVE MANAGER www.austoy.com.au
WELCOME TO THE 2025 SYDNEY MID-YEAR EDITION
PROUDLY PRESENTED BY OUR MEDIA SPONSOR, THE TOY UNIVERSE
This year brings exciting changes—not only have the dates shifted, but we’re also thrilled to be in a brand-new venue. We can't wait to welcome back our regulars and introduce new exhibitors to this fresh and dynamic space.
Finding the right venue that balances quality with affordability for our members has taken time, but Commbank Stadium meets all our needs. Our ballroom exhibitors will now be together in one expansive space, making it easier for attendees to navigate. Meanwhile, our Level 3 exhibitors will enjoy upgraded, light-filled boardrooms that offer an enhanced exhibiting experience.
During the event, our networking night is on Wednesday 18th June, and this provides the opportunity for members and non-members to come together in a casual setting.
The ATA is a key support hub for members when it comes to product safety and compliance, providing practical tools such as the Compliance Analyser and regular updates on regulatory changes across Australia and New Zealand.
So if you are in Sydney from 18th and 19th June, make sure you pop down to the Fair and/or networking function and further details can be found on the ATA website by visiting — www.austoy.com.au
The ATA offers our members so much more than just the opportunity to exhibit at the Sydney Mid Year Fair.
The ATA is a key support hub for members when it comes to product safety and compliance, providing practical tools such as the Compliance Analyser and regular updates on regulatory changes across Australia and New Zealand. Members are also backed by strong industry advocacy, with the ATA representing their interests on national and global platforms to ensure they have a voice in important policy and market developments.
In addition to events and regulatory support, ATA members gain access to a wide range of exclusive benefits, including industry insights, market data, and initiatives like the Mentor/Mentee program. The association champions the value of play through proactive media engagement, helping to elevate the industry’s reputation.
Members can proudly display the ATA logo as a mark of quality and compliance. The ATA also supports global trade efforts, offers export guidance, and promotes ethical practices through its charitable and sustainability programs.
If you're not yet a member of The Australian Toy Association and would like to learn more, please contact us via email at: admin@austoy.com.au
Wishing all exhibitors and attendees a successful Sydney Mid-Year Fair!
FEATURE INTERVIEW
40 YEARS OF PLAY
A CONVERSATION WITH UNIVERSITY GAMES FOUNDER BOB MOOG
Bob Moog always loved playing games with his family and grew up thinking that fun and learning were a part of everyday life. As an adult, he recognised a developing niche in social interaction and learning games for adults and children, and that is how University Games began on April 1, 1985. The Toy Universe had the opportunity to speak to Bob about the journey to 40 Years of Play!
Bob, I guess we should begin with how you managed to make your way into the Toy Business. There must be a story.
I always knew that I wanted to start and run my own company. When I was 18, I met Cris Lehman, and we became quick friends. For years we talked about starting a company together some day. In 1985 he suggested that the time was right, and he quit his job as an accountant at Price Waterhouse. I was developing some trivia games for Nolan Bushnell (father of video games and Atari). We kicked around some ideas and settled on board games. Then with $20,000 our life savings we just jumped into it and founded University Games on April 1, 1985. We were 28 at the time and neither of us really had any background in the toy industry.
So back in the beginning in 1985 what was the industry like then?
Throughout the world the Toy Industry was an exciting innovative place in 1985. Toy leaders from Hasbro, Mattel, Tonka and other companies provided business leadership to the world. New York toy fair was 13 days long with dozens of appointments each day and parties every night. There were more than twice as many manufacturers and hundreds more retailers. While some consolidation had taken place such as Hasbro’s acquisition of Milton
Bradley and the unification of Kenner, Parker Brothers and Tonka—the big consolidation of the 1990s hadn’t happened yet. Most importantly, the toy industry was fun with many family-owned companies in US, UK and Australia leading the industry vs the corporate concentration we now see. In Australia, retail chains and cooperative retail brands like Toy Kingdom and Toy World were as important as chains like Target and Big W for launching new products and new companies.
Bob, thinking back over the years, what has been the most challenging time in building University Games?
It is hard to resist saying that the past five years with the pandemic, the supply chain crisis and now US tariffs is the most difficult time for University Games. However, I think that our most challenging time was from 1985-1990, our first five years. That is when we had to learn how to run a company and how to manage a team and manage our cash flow. Those lessons have led to our 40 years of success.
We all love the toy business, it gets in your blood, from your perspective what is the most rewarding achievement of your company?
That’s easy. Expanding outside of the US to open subsidiaries in Australia, United Kingdom and the Netherlands is my proudest
achievement. I am also proud of our retail ecommerce business, AreYouGame.com. I love learning about international toy markets, and it is such a great feeling to travel to other countries and see that the games and puzzles that we create are being enjoyed by children and their families around the world.
Can you tell me how University Games moved to expand outside the US market and become a global proposition?
In 1985 when we started, Cris and I agreed that we wanted to create products that would appeal to families both inside the US and outside the US. That is very unusual in the US where most companies go decades without expanding outside of the US borders. I went to my first international show in London in 1987 and then we did our first international deals with Paul Lamond Games in the UK and with Ventura Games in Australia. The license was for a Batman game that we designed. The game sold great and our relationship with Paul Lamond Games continued with us ultimately acquiring the company in 2017.
In 1985 when we started, Cris and I agreed that we wanted to create products that would appeal to families both inside the US and outside the US.
Unfortunately we ended up not being able to work with Ventura Games and Nick Farago. A few years later we launched U. Games Australia in order to best serve the Australia market.
One of the things that you have been very good at is identifying acquisition opportunities and there have been multiple buy outs along the way. Can you tell us about who they have been with, and how they have impacted your growth model?
Like international expansion, acquisitions have been a major part of our strategy since 1985. We are currently working on our 17th acquisition which should be finished by December 2025. Our first major acquisition was Great Explorations in 1994. It put us into the science field as we became the US leader in glow-in-the-dark stars. We look for acquisitions where the businesses are top market leaders in their subcategories, where margins will increase our overall margin and where we can expand distribution either internationally or to mass market in the US. We love established brand names, and we like to work with the current owners.
Colorforms was our best-known acquisition. Bepuzzled put us in the puzzle business. Our key acquisitions in the past 5 years include Lagoon Games, The Learning Journey International, and Forbidden Games.
I know that you love Australia Bob, can you please tell us a little about your journey with U. Games Australia.
Our first international subsidiary was U. Games Australia, and you are part of that story, Tony. In 1994 John Herbert and you started Toy Marketing Services. That eventually led to John Herbert visiting me in San Francisco and suggesting the idea of U. Games Australia. I loved the idea. I had never been to Australia and the idea of expanding University Games to Australia and getting to visit regularly was exciting to me. It was a very special time for the toy industry. John and I sat at a table in the food concession area at the Melbourne show and John stopped key toy buyers from the entire industry.
Can you imagine having Neil Kerry and Steve Williams (Big W), John Redenbach and Ram Gopal (TRU), Nick Rimmer (Kmart), Lindsay Hopkins (Toy Kingdom), and Robert Smith (Toy World) all in a 3-day period. It was amazing. Then they all bought games from us in year one. John introduced me to more industry influencers while we sat and ate meat pies in
Our strategy was to expand both through international expansion and by acquisition. Today we have subsidiaries covering the UK, Ireland, Australia, New Zealand and Canada.
Melbourne. In 3 days, I had met more key toy retailers than I had in 10 years in the UK. After that we felt we had a formula and proceeded to open up subsidiaries and joint ventures in other markets around the world. Our strategy was to expand both through international expansion and by acquisition. Today we have subsidiaries covering the UK, Ireland, Australia, New Zealand and Canada. In addition, we cover more than 30 other international markets through distribution agreements.
Bob, 40 years on how do you see the Toy Industry today?
In 2025 I see most of the toy industry as a little lost and lacking in leadership in the US and throughout the world. I don’t want us to get back to the “good old days” but rather focus on how to have “good new days.” I try to use my voice to convince retailers to take chances, to get our Asian suppliers to be more innovative, to get our internal team to be more creative, to get our sales team to think more about where our consumer shops rather than where toys are sold and to get our marketing team to think of effective ways to reach today’s Gen Z customer where they live. George Bernard Shaw said, “activity is the only road to knowledge”. I believe that and I am trying to get the toy industry to understand that we must keep pushing with new ways of doing things if we want to find the knowledge to succeed.
BOB MOOG AT THE TOY HOBBY & LICENSING FAIR
BOB MOOG TALKING ABOUT UNIVERSITY GAMES AT THE TOY HOBBY & LICENSING FAIR
As technology continues to become an even greater part of our lives, how have games held up in terms of their appeal and what is the typical demographic who love them?
We have two distinct groups of people who love University Games products. While our Australian product line covers all ages and all families, we really specialise in travel games for young children and party game for Gen Z and Millennial young adults. I started out with Murder Mystery Party games to launch products that I could play with my friends. Then when I started having kids and we built our pre-school business. We have kept our commitment to these two groups since the 1980s.
After 40 years in the Business, would you mind highlighting just a few of the defining moments you have had with UG and how they have impacted on your outlook?
I think the best way to discuss our highlights is with a list:
The Murder Mystery Train: In 1986 we leased an old train car and took the Murder Mystery Train from Oakland, CA to Chicago Il (More than 2000 miles). It was our first big marketing push across the USA we met with press and played Murder Mystery Party for three days straight.
20 Questions Licensing: My dream as a child was to someday invent a game that I licensed to Milton Bradley. In 1987, 20 Questions (a game I co-invented) was licensed to Hasbro for all of Europe. I achieved my dream when the MB was carried on 20 Questions in the UK, France, Germany and several other countries.
We have two distinct groups of people who love University Games products. While our Australian product line covers all ages and all families, we really specialize in travel games for young children and party game for Gen Z and Millennial young adults.
Getting the License for Dr. Seuss and Blue’s Clues: These licenses gave us our first million game sales and led us to be a global player in licensing.
Meeting John Herbert: While we were just learning as we went, John launched our first subsidiary and provided decades of experience in the toy industry with Milton Bradley and Golden Books. He became a mentor for the University Games team and continues in that role as chairman of U. Games Australia.
Starting AreYouGame.com: In 1998 we started AreYouGame.com an ecommerce retailer. Most manufacturers never get to see the industry from the point of view of a retailer, but we have had that lens to look through for nearly 30 years. This allowed me to better understand both my competitors and our customers.
Winning a TOTY Award: In 2010 we won the US TOTY Award for the Australian designed, Sort it Out. It further proved that our games are among the best playing and selling games in the world.
Acquiring The Learning Journey in 2023: We kept the team resulting in our expansion into more pre-school categories and proving that we could add strong staff through an acquisition.
Bob, what’s coming up for you and UG in the immediate future, are you planning to push on with your plans?
Yes, after 40 years I am looking forward to continuing our efforts to put out great games that encourage learning and fun for families. I want to make it to 50 Years!
Our attitude toward the tariffs, industry consolidation, and changing consumer appetites is to keep moving and trying new strategies and tactics. It is exciting to create ways to reach people with our new games and established favorites when everything is changing. Many companies are treading water and waiting to see “what will happen” while University Games continues to look at new ways to do the same old things; bring games to market, expand our reach to families and improve our supply chain.
So Bob, how will you and your company celebrate your 40th year in the business of Games and Toys?
Alright, a fun question. We are having a year of celebrations. In January in the UK, in March in Melbourne and New York. Our big international party celebration is June 12. We are inviting all our stakeholders, employees, former employees, inventors, customers, sales agents and suppliers. It is going to be a humdinger of a party. Our entertainment is Motown legend, Smokey Robinson.
Aside from the parties we are also celebrating by putting out a new outdoor game, Sling It and expanding The Learning Journey into Europe. Wow, I never thought we would be celebrating 40 years of University Games and soon 30 years in Australia. I thought we would be lucky to make it 5 years.
Bob, thanks for sharing your journey in the toy business and the remarkable story of University Games over the last 40 years.
Your insights and experiences have been truly valuable, and your passion for the industry is inspiring.
We wish you and UG continued success for the future!
ANDREW MCCOSKER AND BOB MOOG
TONY BUGG AND JOHN HERBERT
www.moosetoys.com
MOOSE TOYS GOES GLAM WITH NEW SLIME LAUNCH, GUI GUI
BEAUTY-INSPIRED SLIME LINE PRIMED TO BE 2025 MUST-HAVE FOR KIDS
Slime just got a serious glow-up. Moose Toys is turning heads with its latest innovation: Gui Gui, a beautyinspired slime line launching June 2025. Blending two of the biggest online trends —the booming beauty industry and TikTok’s #slime, Gui Gui is primed to be the must-have item for kids this year.
Moose Toys disrupts the Toy Industry once again with Gui Gui, this time by capturing the luxe textures, scents, and colours of high-end beauty products and reimagining them for a new generation of kids. The result? A sophisticated, sensory experience that’s as satisfying to unbox as it is to create and collect.
“Moose’s expansion into new categories is always disruptive,” said Paul Solomon, CEO of Moose Toys. “With Gui Gui, we’re merging two of the most socially-driven categories—beauty and slime—and
Recently launched in the U.S., the brand has delivered strong early results, with impressive first-weekend sales prompting immediate additional orders.
At the heart of the Gui Gui experience is a semi-blind unboxing that taps into the thrill of influencer-style reveals. Each set includes five steps to personalize and “glow up” your slime:
1. Unbox to reveal scented slime in a surprise colour
2. Mix in a texture booster for that viral crunch or swirl
3. Add charms to style and personalize your creation
4. Discover a blind collectible figurine, made to top off your masterpiece
5. Sprinkle sparkle, then display it proudly in a sleek, cosmetic-grade jar
Gui Gui’s debut lineup includes four texture styles—Gloss, Clear, Butter, and Cloud—each paired with delicious scents like jasmine, coconut waves, and sweet citrus. While slime textures can be chosen at the shelf, the rest is a surprise, making each pack a unique sensory journey. With 25 varieties in total, including a coveted Limited-Edition version (only 1,000 available), Gui Gui is designed to drive repeat excitement and collectability.
With Gui Gui, Moose has once again captured a cultural moment — delivering a trend-driven collectible that captures kids' love for customisation, creativity, and sensory-rich play with a beauty-inspired twist. Building on this momentum, Moose is set to lead the charge into the second half of 2025 with a slate of innovative launches across multiple categories, including Little Live Pets Ouchies!, Little Live Pets Panda, Scruff-a-Luvs, MrBeast Lab Hybrids, and more. Watch this space!!!
www.moosetoys.com
The LEGO Group and Bluey serve family fun at LEGO® brick ice creamery in Brisbane — for real life!
To celebrate the arrival of the first-ever LEGO® Bluey™ sets, LEGO Australia recreated one of the show’s most iconic moments - this time, in LEGO brick form. Fans were invited to celebrate the launch by stepping into the world of Bluey with a playful tribute to the Heeler family’s ice cream trip to Brisbane’s South Bank, as seen in season two of the beloved animated series.
The LEGO Bluey Ice Cream pop up brought the iconic episode to life, inviting families to build and discover the endless creative possibilities of LEGO playtogether. Kids and their families were able to take part in imaginative roleplay fun and choose a scoop of their favourite flavour: Strawberry, Mango, Double Chocolate and Rainbow - served in LEGO brick form!
Guests then visited the picnic area, where they could build their own ice cream from LEGO bricks and relax in the picnic-style play zone.
Set against Brisbane’s iconic skyline, the LEGO Bluey Ice Creamery also featured life-sized LEGO Bluey and Bingo LEGO brick builds. The Bluey build is made of 29,224 LEGO bricks, while Bingo is made of 5,306 LEGO DUPLO bricks! The pair took 190 hours to build - the equivalent of watching the entire Bluey series ten times over!
Builders aged 1.5 - 3 years enjoyed the LEGO DUPLO play zone, which was designed with LEGO DUPLO bricks, ensuring a safe creative experience for toddlers. The LEGO DUPLO area incorporated play through building and dance!
Justine McKenny, Senior Director, Head of Marketing at LEGO Australia and New Zealand, the LEGO Group said:
“It was so exciting to bring the world of Bluey to life in such a playful, fun way and there was no better place to do it than in Bluey’s hometown of Brisbane.”
“The LEGO Bluey Ice Cream pop up is a joyful celebration of imagination, storytelling, and creativity which is everything that Bluey and the LEGO Group stand for.”
The LEGO Group partners with BBC to introduce new LEGO® Bluey™ sets, available now.
Check out the new range of LEGO Bluey sets on LEGO.com/Bluey
KEYCRAFT
2025’S MUST-HAVE POCKET MONEY TOYS!
www.williamvalentine.com.au
KEYCRAFT — THE TOY PEOPLE
KEYCRAFT IS EXCITED TO REVEAL 2025’S
Make this season unforgettable with our exciting range of new pocket money products! Ensure your store has this season's must-have trending toys with our thoughtfully designed new toy collection. From trending fidget toys to neon slime and the latest plush we've got everything you need to refresh your store for 2025.
KEYCRAFT Bouncy Plushies
Launching in July is a range of “Bouncy Plushies” – Soft, bouncy plush and full of playful fun! There are multiple designs to collect with themes including Unicorns, Dinosaurs, Farm animals, Safari Animals & a range of Fruit bouncy plushies!
KEYCRAFT — Meet the Inkerz!
Explore the sensory experience of paint without the mess! These irresistible sensory toys have a unique mix of paint drips which have been safely sealed within the toy. Enjoy a tactile adventure as you squeeze and squish, watching as the mesmerising drops of paint glide through your fingers. With a variety of formats including Inkerz Bear, Dinosaur, Turtle, Snake or even an Inkerz Bus! This exciting new pocket money toy collection launches June 2025!
Stretch Wheels
A sensory experience on wheels
Stretch, pull, and squeeze these fun sandfilled toy cars in every imaginable way for the ultimate stress relief! They're super stretchy for guaranteed hours of sensory fun. Not just a toy, it’s a sensory experience on wheels, stretch and race them for the ultimate play experience. Watch as the design pulls back into its original shape, ready to be stretched all over again!
Living Nature
Discover Our Cutest Range to date!
We’ve been hard at work expanding our bestselling Living Nature Stuffed Animal collection to bring you our cutest range yet! From charming plush keyrings to pocket-sized dress-up animals, each toy is crafted with meticulous attention to detail, ensuring that every small toy brings a BIG smile.
With so many adorable designs to collect, these charming characters are the perfect giftable treasures! Their irresistible charm and added play value will have customers coming back to grow their collection again and again.
LITTLE Living Nature Clips
Introducing Little Living Nature Clips! These playful plush keyring clips add a dash of fun to bags, backpacks or keys, making them the perfect on-the-go companion for every adventure. With a charming range of characters, they bring a touch of personality wherever they go!
LITTLE Living Nature Play
Discover the Little Living Nature Play collection— plushies with personality! These cuddly companions come dressed in charming, removable hoods, ready for hours of imaginative play. Perfect for little hands, they help develop hand-eye coordination and inspire endless pretend play.
JASNOR AUSTRALIA
PIG WELCOMES A NEW BUNDLE OF JOY — AND JASNOR HAS THE EXCLUSIVE SCOOP!
A playful new chapter is unfolding in the world of preschool toys, and Peppa Pig is right at the heart of it! In a heartwarming twist that has fans of all ages squealing with delight, Mummy Pig, Daddy Pig, Peppa and George have officially welcomed a new baby, named Evie, into the family.
The reveal of Peppa’s new baby sibling marks a major moment in the iconic brand’s 20-year legacy, and it’s already stirring up a media frenzy – especially in the UK, where fans saw interviews with news anchors, a special Royal announcement and even a traditional Town Crier celebration! Locally, Peppa’s family have appeared on Sunrise and The Project to share the wonderful news along with an interview with Mummy Pig on Kidspot, shared across the NewsCorp Australia regional mastheads.
Fans can help welcome the newest addition at the cinema as part of the Peppa Meets the Baby Cinema Experience featuring 10 oinktastic new episodes and six brand new songs and music videos!
With this delightful new chapter, Peppa’s family is growing — and so is the must-have product range, available through Jasnor across Australia and New Zealand! From adorable themed plush to developmental ELA toys and playsets, Jasnor is set to bring this exciting new chapter of Peppa’s story to life across retail shelves. With more than two decades of success in children’s entertainment, Peppa Pig continues to evolve, grow and inspire imaginative play – and this baby reveal is the perfect way to introduce a new generation of little fans to the world of Peppa Pig.
As the official appointed distributor for Peppa Pig plush and toys, Jasnor continues to deliver best-in-class character ranges with heart, humour, and heaps of personality!
The next wave of Peppa Pig products will hit shelves in the lead-up to spring, timed perfectly to capture the excitement when the new episodes introducing Baby Evie air, and to capitalise on the global buzz surrounding the new addition to the family.
Jasnor’s new plush character range includes the New Baby Sister Toy, featuring Peppa cuddling her adorable baby sister, Evie; a plush set including all three siblings, as well as a 5 piece Family collector set featuring the entire family!
In addition to the ever-popular ELAs sourced from Trends UK, including the iconic Flip Phone, Jasnor has started distributing a range of high-quality plastic toys from HTI, including must-have range of roleplay toys including a Remote Control, My First Tablet and even Peppa’s Telephone – a rotary-style phone shaped like Peppa to bring a touch of nostalgia to the digital age!
2026 will see even more new additions to coincide with key storylines, to continue to surprise and delight Peppa fans!
So, if you’re a retailer looking to make a splash, now’s the time to join the celebration. Peppa Pig’s world just got a little bigger... and a whole lot cuter!
Oink-tastic times ahead — exclusively from Jasnor.
For all enquiries: sales@jasnor.com
VR DISTRIBUTION
VR DISTRIBUTION UNVEILS 2025’S MOST PLAYFUL PICKS www.vrdistribution.com.au
VR DISTRIBUTION
VR DISTRIBUTION UNVEILS 2025’S MOST PLAYFUL PICKS
At this year’s Australian Toy Association Mid-Year Toy Fair, VR Distribution is showcasing a curated collection of games and gifts designed to deliver maximum fun with minimal setup; the kind of titles that fly off shelves, fuel repeat purchases, and spark joy across every age group.
From globally recognised names to local creations, the lineup blends fastpaced gameplay, clever packaging, and irresistible shelf appeal. Whether it’s laugh-out-loud party games, quick-tolearn family titles, or quirky gift ideas, VR Distribution has something for every kind of customer, and every kind of store.
This year’s highlights include Roly Poly Goalie, the newest release from the creators of Exploding Kittens. With soft, squishy goalie figures and fast-paced flipping action, it turns classic card play into a physical frenzy for younger players. Row Your Goat brings the fun of tic-tactoe to the tabletop with a shared card grid and a grab-it-before-it’s-gone twist that keeps everyone on their toes. From The Op, Flip 7 adds vibrant, press-yourluck mechanics to quick-play sessions that are ideal for casual game nights. And Go Bum Game, created by an Aussie father-son duo, brings humour and cheek (literally) with familiar gameplay, silly stunts, and a whole lot of personality.
But these titles are just the tip of the iceberg. VR Distribution partners with some of the most exciting publishers in the world, including Exploding Kittens, Big Potato, CATAN and many more. With an ever-expanding portfolio of shelf-ready, giftable products, from strategy games and party picks to toys and collectibles, their offering is as dynamic and diverse as the customers who walk through your doors.
Known for their reliable service, attention to retail needs, and commitment to quality, VR Distribution continues to be the go-to source for games that are easy to demo, quick to restock, and built to create buzz.
Visit the VR Distribution stand to explore a range that’s fun, fast, and full of surprises, and see what’s next in their growing catalogue of crowd-pleasers.
GLOBAL TOY COMPANY
www.goodideaglobal.com
Good Idea Global Ushers in a New Era for Ty in Australia and New Zealand
Toward the end of 2024, a significant new player emerged in the Australian and New Zealand toy industry: Good Idea Global (GIG). This exciting venture brings together the formidable talents of James Hunter, Audrey Hunter, and Luke Eddy, a trio boasting a combined five decades of deep experience across the toy and consumer goods sectors. Their complementary skill sets are perfectly poised to navigate the dynamic and often challenging landscape of today's Toybiz.
James Hunter, an accomplished seller and marketer, brings strategic vision and a keen understanding of market dynamics. Audrey Hunter, a master of product development, ensures that GIG's offerings are innovative and perfectly aligned with consumer demand. Completing this powerhouse team is Luke Eddy, the expert in sourcing and logistics, who guarantees seamless operations from factory to retail shelf. This potent combination forms the bedrock for a company determined to become a leader in its field.
The Toy Universe recently caught up with James Hunter ahead of the Mid-Year Toy Fair in Sydney to delve into Good Idea Global's ambitious plans.
A Monumental Partnership: Ty's Exclusive Distributor for ANZ
In a significant endorsement for a new organization, James was thrilled to announce that Good Idea Global has been appointed as the exclusive distributor for Ty in both Australia and New Zealand. This marks a pivotal moment for the iconic Ty brand, which, despite its global recognition, has faced challenging times in recent years. GIG's appointment is set to be widely welcomed by the market, promising a steadying and focused direction that will usher in a vibrant new era for Ty across the region.
GIG's immediate priority is to actively listen to the market and swiftly secure the right inventory selection, making it readily available to retailers nationwide. Understanding the diverse retail landscape, including the long-standing reliance of newsagents on Ty products, GIG is committed to ensuring product continuity and sound planning. Their initial offerings will encompass beloved ranges such as Beanie Babies, Beanie Bellies, Beanie Clips, and a carefully curated selection of Licensed products. Excitingly, Beanie Bouncers, a brand-new product from Ty, is also slated for an imminent launch in Australia and New Zealand.
On making this landmark announcement, James highlighted:
“We are incredibly honoured and excited to represent Ty in Australia and New Zealand. The Good Idea team and I are grateful to Mr. Warner and the entire Chicago team for their trust in us. Ty has always had a place in the market, and we’re looking forward to building on that foundation and helping more retailers and customers reconnect with the brand across Australia and New Zealand.”
In a significant endorsement for a new organization, James was thrilled to announce that Good Idea Global has been appointed as the exclusive distributor for Ty in both Australia and New Zealand.
Expanding Horizons with Licensed Powerhouses
Recognising the immense appeal of brand-licensed merchandise in attracting broader consumer engagement, Good Idea Global and Ty will be offering an impressive array of licenses, with more anticipated to join the lineup. The initial license mix includes Disney, Paw Patrol, DC Comics, Harry Potter and Bluey, with many more to come. This diverse range is set to significantly enhance the product offering and drive consumer interest.
Ty Warner, CEO and Owner of Ty, expressed his confidence in the new partnership, stating, “As we transition into this next chapter, I want to reaffirm our unwavering commitment to our retail partners and to the continued growth of the Ty brand across Australia and New Zealand. We are confident that Good Idea Global will provide the level of excellence you expect from the world’s most loved plush brand.”
Retailers are strongly encouraged to reach out to James and the GIG team to discuss new ranges and plan exciting activations. The collaboration promises a fresh and invigorating approach to the Ty brand.
Beyond Ty: Global Ambitions and Future Innovations
While the Ty partnership is a monumental first step, a considerable amount of work has been happening behind the scenes. James was quick to commend the invaluable contribution of Luke Eddy, whose expertise in logistics and the planning of sourcing arrangements has been crucial.
Luke further highlighted that Good Idea Global harbours global plans for their own proprietary products, independent of the Ty distribution. He revealed that GIG is actively planning and developing new ranges designed to build their company internationally in the future. This forward-thinking approach underscores Good Idea Global's ambition to not only revitalize established brands but also to innovate and contribute their own unique offerings to the global toy market.
With a blend of seasoned expertise, a clear strategic vision, and an exciting portfolio of beloved brands, Good Idea Global is certainly a company to watch in the coming years.
LEFT TO RIGHT: JAMES HUNTER, AUDREY HUNTER AND LUKE EDDY
FEATURE STORY
THE RISE OF GEEK X
FUELLED BY FANDOM, DRIVEN BY DATA www.geekx.com.au
The Rise of Geek X
FUELLED BY FANDOM, DRIVEN BY DATA
In the vibrant world of toys and collectibles, where trends shift as fast as a new anime season drops, one Australian company has rapidly become a dominant force: Geek X. From humble beginnings, their journey to becoming Australia’s fastest-growing toy wholesaler is a testament to dedication, commitment, and an unparalleled understanding of the market.
At the heart of Geek X's success is a passionate and young buying team. They're not just selling toys; they live the culture. Imagine a boardroom fuelled by Doritos and late-night anime binges – that's the kind of immersive passion that keeps Geek X at the forefront of the industry. This genuine enthusiasm translates into innovative and enthusiastic service for their clients, ensuring they're always ahead of the curve.
More Than Just a Wholesaler: A Partner in Play
Geek X isn't just about moving boxes; they're about building partnerships. Their rapid year-on-year growth isn't accidental; it's a result of a meticulous, data-driven approach. They understand that both major retailers and independent stores have unique needs, and they pride themselves on offering tailored solutions for every channel. With a strong emphasis on customer service, dedicated channel business development managers provide best-in-class account management, ensuring every client feels valued and supported.
The team at Geek X sees themselves as hyper-flexible and attuned to problemsolving. They're not afraid to shake things up, offering flexible credit terms and viewing retail relationships as true collaborations rather than mere transactions. This commitment to partnership extends to their pricing strategy, where they consistently aim to be the cheapest in the market for crossover SKUs, providing a competitive edge for their clients.
Geek X isn't just about moving boxes; they're about building partnerships. Their rapid year-on-year growth isn't accidental; it's a result of a meticulous, data-driven approach.
DARUS HOWARD — RELATIONSHIP MANAGER
The Anime Advantage and Beyond
One of Geek X's most significant strengths lies in their dominant position as an Anime distributor. With the superhero craze potentially reaching its peak, Anime is poised to fill that void in the market, and Geek X is perfectly positioned to capitalize on this exciting shift. Their deep understanding of this burgeoning category allows them to bring the most sought-after and highly anticipated anime merchandise to Australian and New Zealand shores.
Their market leadership is further solidified by key official partnerships:
• Bandai Namco: A cornerstone of Geek X from the very beginning, this partnership brings a vast range of highly anticipated anime and gaming merchandise, making them a go-to source for fans.
• Paladone: As an official partner, Geek X distributes a wide array of globally licensed giftware, renowned for their innovation and design.
• TOMY: Geek X is a proud stockist of select merchandise from this venerated brand, bringing famously innovative, high-quality, and educational toys, including beloved licenses like Super Mario, Sonic, and Teenage Mutant Ninja Turtles.
As Darus, Relationship Manager at Geek X points out, Geek X is the ideal organization to partner with for anyone looking to tap into the vibrant world of fandom. They make it easy for consumers to experience the fun and excitement of interacting with and collecting character, gaming, and anime merchandise.
Looking ahead, Geek X is eager for further growth in 2025 and beyond. This expansion also means they're always on the lookout for talented new team members. If you're passionate about toys, anime, and innovation, Darus would love to hear from you.
Geek X is more than just a wholesaler; they are enthusiasts, innovators, and partners, bringing the magic of fandom to every corner of Australia and New Zealand.
Visit Geek X at the Mid-Year Preview at Commbank Stadium at Stand B-07 to learn more!
BIG W PARTNER WITH CYCLOPS BIKES www.bigw.com.au
A LEGACY REBORN
BIG W BRINGS BELOVED CYCLOPS BIKES BACK TO AUSTRALIAN FAMILIES
Excitement is building across Australia as Big W prepares to reintroduce the beloved Cyclops brand to a new generation of young riders. In an exclusive partnership with Hunter Leisure, the iconic bicycle brand that has been part of Australian childhoods for over a century is making its triumphant return. FEATURE INTERVIEW WITH JOHN HUNTER
Toy Universe: Cyclops is a name that many Australians will remember from their own childhoods. What does it mean for Big W to be bringing this brand back to families?
John: We’re absolutely delighted to partner with Big W. Cyclops is a treasured brand with over 100 years of wonderful history—one of the first branded bicycles in Australia—and it has always been synonymous with quality, safety, and family-friendly affordability. Parents who grew up with Cyclops bikes share heartwarming memories with us, and we're excited to help create those same magical moments for a new generation of young riders.
Toy Universe: What can customers expect from the new Cyclops range at Big W?
John: We are launching this August across all stores and both in store and online. The new Cyclops collection features seven distinctive styles designed to delight young riders of all ages. Each bike in the range has been thoughtfully crafted with growing families in mind, combining with quality and the highest Australian safety standards. The bikes are all priced with Australian families in mind.
Toy Universe: After-sales service is often a concern for families purchasing bikes. How is this being addressed?
We understand the importance of reliable after-sales support. Customers will have access to Hunter Leisure's outstanding service department. With spare parts readily available.
Toy Universe: What makes Cyclops a standout in today’s market?
John: It’s the combination of heritage, quality, and value for money. Cyclops has evolved with the times, but it hasn’t lost sight of what matters most to families: safety, durability, and affordability. With Hunter Leisure’s expertise and commitment to service, we’re confident that Cyclops will once again become a favourite for Australian families.
Toy Universe: Any final thoughts as you prepare for the launch?
Final words: We’re absolutely thrilled for August when the new Cyclops bikes roll into all our stores. This wonderful range has been carefully selected to bring joy to every family, with a perfect bike for every child. We can't wait to help families choose that special bike that will create countless happy memories and adventures together.
JOHN HUNTER — HUNTER LEISURE
WITH SUE BRENNAN — MANAGING DIRECTOR www.dbz.com.au
DIVISIBLE BY ZERO
MAKING THE INDEPENDENT TOY BUSINESS COUNT
BY SUE BRENNAN — MANAGING DIRECTOR
Industry veteran Sue Brennan, co-founder of Divisible by Zero, discusses her three decades in Australia’s toy industry and how the landscape has changed.
As a family-run and -owned business founded out of their home in Brunswick, Divisible by Zero has always kept a local mindset, focused on independent retailers and bringing the best toys and games from around the world to children and families in Australia.
“It’s such a unique market, and we’ve learnt over time what works and what doesn’t”, says Sue Brennan, co-founder and Managing Director. With a background as an early childhood educator and university lecturer on early-stage development, Sue has driven the focus at DBZ on quality products with a strong development and educational focus."
“In part we’ve focused on independent retailers because they tend to offer higher levels of customer service and sales assistance, which aligns with our product range, particularly developmental toys”, Sue says. “But it’s also a huge segment of the toy market, approximately half - with the other market segment being the larger department stores and mass-market chains. The independent sector is a growing and ever-changing part of the market, with good ties in local communities.”
DBZ was founded in 1995 with one product – an ahead-of-its-time board game about environmental sustainability called Bioviva, made from recycled materials. When Sue and her husband David started the company, their inventory was stacked up in the dining room of their home.
Since then, DBZ has grown to have a wide portfolio of products across different categories, which it distributes to independent retailers and specialist national chains across Australia - including museums, pharmacies, news agencies, educational resellers, and - of course - game and toy shops.
Most years, Sue attends the Nuremberg International Toy Fair in Germany, the North American International Toy Fair in New York and the HKTDC Hong Kong Toys & Games Fair, to connect with existing suppliers and source new products.
“From my time working in childcare and lecturing, my own experience as a parent – I already had a good sense of what people are looking for in terms of quality, child-led play, creativity”, Sue says. “Now after decades in the industry - and with grandchildren as my toy testers instead - I have a good sense of what products will do well here, and what distribution strategy will work for a particular product.”
Sue adds “in some cases this means I’ll pass on a product I like, but which I think is better suited to the majors. I’ve had conversations with suppliers before where they are also talking to a
larger mass-market store - and based on the type of product, I can honestly tell them that’s where they should be and where they’ll find the most success.”
Sue says people often misjudge the size of the market, looking only at Australia’s large geographic size – which creates logistical and supply chain challenges for reaching more rural or remote areas – and not acknowledging the relatively small population.
“People look at our size on the map and think ‘this is a huge market’, but population-wise we are half the size of South Korea”, Sue says. “But with the right distribution strategy, a quality product can have very high sales penetration in the market. We don’t see that concentrating on independent retailers limits the sales potential at all."
“In fact, one of our long-term suppliers who sells us a special product called Bilibo has indicated to us that out of the more than 45 markets that they sell into, DBZ in Australia has the highest sales per capita for their flagship product. Bilibo is a product that is defined as open ended, gender neutral, and child directed."
Sue adds that DBZ has deliberately avoided the mass-market discount segment of the market, which is not the best place for the types of products DBZ focuses on.
Sue also sees that the critical role of high street retailers has only continued to grow in the Australian market in the past decade.
“The majors have a big footprint, but they are focused on high volume, high traffic locations. We have retailers buying from us operating on the high street of a town with five thousand people, which is a market the majors don’t directly reach. Independent toy stores also exist where the majors have a presence – in city centres and shopping malls.”
The other significant market development was COVID-19 lockdowns, which saw people shopping more locally, due to restrictions, and focusing more on development-oriented toys and games for children attending school virtually.
“That wave of interest in educational toys and games, and the renewed focus on shopping locally, we’ve seen that trend continue even years later”, Sue comments.
“Lots of our retailers say they have customers coming in every day asking about development-focused products, and the dynamic of an independent store is the perfect place to help customers to find what they are looking for.”
FEATURE BOOX2U
EPIC DISTRIBUTION: A ROARING NEW CHAPTER
www.boox2u.com
EPIC DISTRIBUTION A ROARING NEW CHAPTER
The journey began in 2016 as Boox2U, with a clear and singular focus: being a leading distributor for Hinkler in Australia. As the years progress, Boox2U expands its ranges, leveraging its growing national footprint to become a more diverse distributor. From 2018 onwards, the company significantly grows its distribution for various partners domestically.
Post-Covid, the world shifts, and so does Boox2U's strategy. Their focus sharpens on actively seeking out brands they can introduce to the ANZ (Australia and New Zealand) market, and even create themselves. This strategic shift leads to the impressive suite of brands that blossom under their wing. As their toy ranges grow exponentially, it sparks an inspiration: a rebrand is in order to truly reflect their expanded horizons.
Thus, Epic Distribution is proudly unveiled. This isn't just an expansion; it's a roar, signifying a new chapter in their story. Epic Distribution is poised to conquer new frontiers, venturing into the exciting realm of toys and consumer products. They are already assembling an impressive arsenal of brands, each ready to capture the imaginations of Australian consumers. From the innovative designs of iM.Master and KOCO to the creative possibilities of Picasso Tiles and Cubic Fun, Epic is building a diverse portfolio. Adding to the fun are the surprising delights of Mystery Ballerz and the satisfying squish of Scrunchems
Their prowess in identifying trends is quickly evident with the recent release of Budeez. This isn't just another plush toy; it's a phenomenon. Budeez bursts onto the market as the latest novelty and craze product, quickly becoming a must-have for collectors and fidget enthusiasts alike. These adorable plush characters are designed to be much more than just cuddly companions; they offer a unique blend of collectability, sensory engagement, and fidget fun all in one adorable package. Each Budeez encourages interaction, with soft textures and satisfying elements that provide a calming and engaging experience. They quickly cultivate a loyal following, turning into the kind of product that ignites playground conversations and fuels collection quests.
While Epic Distribution now stands tall as their overarching entity, it's important to note that Boox2U remains their dedicated book division, operating proudly under the Epic umbrella.
The roar is about to get even louder. In a move that sends ripples of excitement through the industry, Epic Distribution secures a coveted Holden license. This landmark agreement means they will be producing a range of numbered, limitededition special vehicles in building block format. The engines are already revving for the first two iconic models to hit the market: the legendary Holden Monaro and the classic Sandman panel van. These highly anticipated releases, launching under the iMaster brand, are just the beginning, with more beloved models slated to follow.
The stage is set for Epic Distribution to truly shine. If you're eager to witness this roaring success firsthand and explore the exciting world of Epic Distribution, make sure to visit them at the Sydney show at stand A08. There, you can speak directly with Anthony Antoniadis, the visionary behind these exciting ventures, and discover more about the thrilling Holden collection and all the other incredible brands under the Epic umbrella.
In a move that sent ripples of excitement through the industry, Epic Distribution secured a coveted Holden license.
ANTHONY AND MARISHA - JOINT BUSINESS OWNERS
CELEBRATING 25 YEARS SOURCING ECO-FRIENDLY TOYS & PUZZLES
Artiwood Australia has been sourcing and supplying quality, imaginative and playful educational toys since 1999. Toy Universe recently caught up with Andrew McGregor, one of the company joint owners, as it gears up for this year’s Christmas season.
McGregor and his business partner, Garry Smith, bought Artiwood from John Daniels, its founding owner in 2015. McGregor says the business began as a personal passion. For many years Daniels helped small family-owned manufacturers in rural Sri Lanka take their products to market.
“The same commitment to ethically sourced, quality products remains at the heart of our business 25 years later. We’re still committed to sourcing safe, eco-friendly, premium quality toys that are ethically and sustainably made.”
This ethos is reflected in the latest additions to Artiwood’s growing catalogue. It recently launched an eco-friendly range of games and toys for active play from Dutch brand BS Toys, along with a new range of quality jigsaw puzzles by House of Puzzles, crafted from FSC-certified art board.
BS Toys is the brainchild of Buiten Speel BV. Buiten Speel means 'outdoor play' in Dutch. However, today the company makes award-winning products for play inside and outside the home. McGregor says samples are on display at this year’s Sydney Mid Year Toy Preview, and again at Reed Gift Fair in Melbourne in August.
The Brand
McGregor says Artiwood’s first House of Puzzles shipment arrives in late-June. “We’ve experienced unprecedented interest in this impressive British brand since announcing our appointment as its Australian distributor earlier in the year. The range hits all the sweet spots for dedicated puzzlers, with piece sizes ranging from 250 to 1000 pieces. For retailers, its recently refreshed packaging delivers impressive shelf appeal that instantly sells the puzzle inside.”
Licensing & Market
Specialists
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A HISTORY OF AARON TOMPKINS AND TOEDESIGN
www.toedesign.com
FEATURE INTERVIEW
Aaron Tompkins
Once upon a time the Toy Industry was driven by innovation (and still is according to Aaron Tompkins), and back in the late 80’s he started collecting vintage toys and into the 90’s became a toy inventor. Inventors were plentiful, and Toy Companies regularly met with them and engaged them for inspiration and new product concepts.
As time has passed, commercial realities have dictated how toys are developed. Rather than invest in a new concept many make the choice to rehash or reintroduce a pre-existing toy or concept. Therefore, there are few Toy Inventors left standing and innovation is a fleeting bleep on the toy radar. One such inventor Aaron Tompkins is an example of someone who has stuck to the task and is still inventing new concepts in 2025.
I met Aaron at the New York Toy Fair way back in 2000. He had a concept called Swear Bears and was showing it at the show. In those days self-promotion and a bit of PR and Newspapers were the marketing tools of the time. The concept was very successful, perhaps it would still work today if there was less political correctness. The Toy Universe wanted to speak with Aaron about his journey and understand the life and challenges of a passionate inventor.
Aaron, we know your time as an Inventor dates back to the mid 90’s. What was it like for an Inventor in those days?
Back when I started toy inventing I had a great agent (Andrew Bergman) who met with dozens of toy companies pitching toy inventions in every category. I was the young inventor and there was many seasoned inventors out there creating big ideas! Being a toy inventor for me was all about that “SPARK” of a great concept, a concept that had never been done before!
I think I am correct that you have never had a job outside your Inventor passion. Can you tell us what does that feel like?
I never had a job, I rolled the dice and lived off of royalties, It was not a clear or easy road, filled with many ups and downs. In that time I invented Swearbears, we licensed plush, figures and shirts and then I produced a puppet TV pilot and an animated T.V. show pitch. I also have done tons of consulting and freelance toy design for toy companies. It feels like riding a “roller coaster” some times, You have good years and bad years. You need to hold onto the rope and keep working!
The New York Toy Fair, way back in the 90’s, was the pinnacle of events at the Javits Centre and the Toy Building at 200 5th Avenue. How did you perceive this global event?
My first toy fair was 1991, My friend and I had business cards saying we were “buyers” and which got us into tons of showroom in the Toy building. Every floor there were showrooms to see, often great displays and many built environments to showcase there newest offerings, The toy building was where the action was, but you could also take a free shuttle over to the Javitz Center, where the smaller and often less exciting
toys would be. We would tour it all, going on inventor showroom tours at companies like, Galoob, ToyBiz, Hasbro, Mattel, Tyco, Kenner, Playmates, Matchbox and many more!
Putting on your collector hat for a moment, has this assisted you in your ability to invent toy concepts?
Yes, knowing toy history is essential for me for inventing, Collecting toys in the 80s we attended tons of flea markets, Learning as much as possible about toys from companies like Ideal, Remco, Mego, Marx, Cragsman and knowing the history of toy inventors such as “Marvin Glass” is all valuable knowledge for inventing.
What are your all-time favorite toys/ collector’s items?
My current favorite vintage toys are:
1. “BIG LOO” made by Marx in 1963 just over 3 feet tall!
2. Colorform Alien “ASTRO-NAUTILUS “ invented by Mel Birnkrant in 1968
3. Dakin -1976 Vinyl Underdog figure
I notice from my research that you licensed a Micro Machines playset to Galoob in 1998. Where do you rate this in your career?
Yes, This was the first big concept that sold, We actually licensed it to Galoob, then Kenner than a toy company called “simple wishes” This was licensed (optioned) three times, but never shipped. This was a fun time, I went from “zero to hero” that year, I bought a vintage Porsche and enjoyed that!
As an Inventor, you must live off Royalties. What is your mindset in terms of how you deal with the gamble of whether one of your concepts will be picked up. Will it launch and then sell in volume?
It is a constant gamble, Currently I try to work on as many ideas in a year as possible, I think last year I worked on 40-50 concepts. I have gone years without selling stuff, even to the point of having the power turned off at my studio. At that point I pivoted into doing freelance for toy companies and alot of toy companies hired me for freelance. All through it I kept inventing, The pendulum always swings and success is just around the corner!
What is your formula for being able to stay in the game for so long?
There is no formula, toy inventing and toy design is all that I know, it’s more of who I am. I have invented 100s of toys and I have worked on 1000s. I have had a few success’s over the years.
These include: Most notably “Co-Creator” of “Grossery Gang” with Bang Zoom Design, Most notably “Co-Inventor” of “Chow Crown” with Bang Zoom Design and Most notable “Inventor” of “Swear Bears”
I am interested in how you go about contacting the right person inside large and small toy companies. Have you developed a network?
This part of the job I do not do, I have always had an agent or been attached to a toy inventor group.
Can you tell us about your most memorable meeting with a toy executive when selling your inventions?
I have pitched my own stuff a few times and sold a few that way also, not often though.
How do you see the toy industry evolving into the future
Innovation, I know there are great toy companies out there that want innovation and the “SPARK” of breaking ground. The future looks bright !
Have you thought of inventing concepts for Kidults?
Yes, I was inventing in KIDULT 20 years back and I still invent in that category, Just this year I pitched a few KIDULT concepts!
Aaron, we really appreciate your time and insight into what you do. I hope that you can continue to sell your new concepts and that they will be a great success. You can see more of Aaron’s work at — www.toedesign.com
AARON TOMPKINS FROM TOEDESIGN
THE WIGGLES IN WAGGA WAGGA
BY GRAHAME GRASSBY
STORY #15
COLUMN
STORIES FROM GG'S TOY BOX
THE WIGGLES IN WAGGA WAGGA
The second International Bananas in Pyjamas Conference was held in Sydney and Melbourne, Australia in November 1995 and was attended by a select group of international visitors and around fifty Australian licensees.
The conference began in Sydney and before arriving in Melbourne, the international guests were taken, unexpectedly for them, by a small twin propellor plane to an Australian country town called Wagga Wagga where they witnessed children’s band The Wiggles play Live in Concert at the Wagga Wagga Returned Servicemen’s Leagues Club (RSL).
The Wiggles were just starting out on their musical career – a career that would see them become the world’s most successful and recognised children’s band for the next 30 years.
So there we were in Wagga Wagga – the Bananas in Pyjamas International licensing agent Fred Gaffney, the legendary US TV syndicator Jerry Sachs and his business manager Barbara Schweke, US licensing Agent Sid Kaufman, President of US Tomy Toys
Bill Carlson and his wife Sharon, Grant Irwin from Canadian toy company Irwin Toys, NZ Licensing Agent Louise Coburn, two Australian licensees, Dennis Callaghan from Tree Toys and Anna Addicoat from ACME Clothing, the ABC’s Licensing Manager Merryl Mills and myself.
All of us happy little campers to be a part of the growing Bananas in Pyjamas success story.
We arrived in Wagga Wagga late in the afternoon and after checking into the hotel it was time for dinner and we were all off to a “cook your own steak” pub restaurant.
This is where we learned that the concept of a cook your own steak on the BBQ was a step too far for our American guests who could not for the life of them understand why you would ever consider paying to cook your own dinner – fair point, I guess.
The next morning, we visited the Wagga Wagga Zoo and I’m not sure what was in the air that morning but all the Aussie animals were being exceptionally amorous with one another and they put on an unforgettable show of fornicating — as Barbara Schweke succinctly summed it up, “Oh my! Oh my goodness!”
And then it was on to the Wagga Wagga RSL Club to see The Wiggles perform live in concert to a packed house of the under sixes and their mothers.
The concert was a raging success with The Wiggles playing all their hit songs including Hot Potato, Yummy Yummy, Big Red Car and Here Come The Wiggles.
And finally, it was straight back to the Wagga Wagga airport where an even smaller twinpropellor plane was waiting to fly the Bananas entourage to Melbourne.
We were all strapped in and ready to take off but there was one small problem – the weight of all the
overseas luggage combined with the weight of the various menfolk who had occupied the back seats of the small plane meant that the plane was so backheavy that the front wheel of the plane was actually off the ground.
The flight attendant of the plane spoke as loudly as she could over the din being made by the Bananas party, “Would all the men move to the front of the aircraft and would all the women move to the rear of the aircraft - Please!”
The flight attendant’s instructions were dutifully carried out, except by Fred Gaffney, who was so busy in the backseat on his mobile phone imparting therapy on some poor licensee, that he had failed to notice the major seating rearrangement taking place around him.
Jerry Sachs, seeing the need for leadership, responded, ‘hey, Fred, move your ass up to the front seat!’ Fred dutifully relocated himself up front and sure enough, we were ready for take-off.
The flight attendant confirmed with the pilot that the front wheel was now back on the ground and there we were in this tiny plane hurtling down the runway which was saying to itself “I think I can, I think I can” and with everyone holding their breath up we went turning right to fly south to Melbourne and letting out a huge cheer when the international Bananas in Pyjamas team landed safely in Melbourne.
The Wiggles at Wagga Wagga RSL Club
The Wiggles in Wagga Wagga with Dennis Callaghan from Tree Toys, maker of The Wiggles wooden puzzles
BY JOHN BAULCH — PUBLISHER
GEARING UP FOR A HOLLYWOOD ENDING
TOY WORLD PUBLISHER JOHN BAULCH LOOKS AHEAD TO A PROMISING SECOND HALF OF THE YEAR FOR THE TOY MARKET
We’ve almost reached the halfway stage of 2025, and the first half of the year has certainly been... interesting.
For the past few months, the US toy community has been consumed with attempts to deal with the introduction of tariffs on Chinese-made products. To make matters worse, the situation has changed frequently: at the time of writing, the US Court of International Trade has just announced that it has blocked the tariff plan. Trump will appeal, naturally: but the latest twist in the long-running saga suggests that the courts believe that nobody – not even the President - has the unilateral right to bypass Congress and ride roughshod over the Constitution.
So after several months of pandemonium, maybe there is light at the end of the tunnel. Has it come in time to save Christmas for US toy suppliers? It will be touch and go for some, but for others, there is a lifeline dangling… let’s just hope that it isn’t pulled up at the last minute.
Meanwhile, across the wider global toy community, while toy companies and retailers are thankful not to have to deal directly with the tariff nightmare, there are still knock-on effects to contend with. The need for cool, calm heads has rarely been greater – and with a respectable start to the year for most European markets (according to Circana, the UK market was +7% to the end of April), and so many great new products set to launch in the coming months, there is every reason to be excited about prospects for the remainder of the year here in the UK.
A huge summer of movies is already in full swing: Disney’s Lilo & Stitch has got off to a flying start at the box office, while we have the How to Train Your Dragon live-action movie, Superman and Jurassic World Rebirth still to come before autumn draws in. Come autumn, toyetic properties like Paw Patrol and Gabby’s Doll House will have movies of their own being released, while the announcement about Peppa Pig’s new baby sister Evie has garnered huge media attention in recent weeks.
Whenever you speak to retailers about the first six months of the year, two brands stand out as the star performers – Lego and Pokemon.
Lego’s sales continue to grow in very market, across every consumer demographic; indeed, it is Lego’s adult-focused introductions which appear to be driving its momentum, with the new Formula 1 range proving to be a massive hit as soon as it left the starting grid. Meanwhile, Pokemon has enjoyed a resurgence this year, after a slight dip last summer – the treading cards have been
especially popular, and each new release (and there have been quite a few in recent months) has seen queues forming outside retail stores across the UK. Inevitably, stock has been in short supply, but no toy company ever went bust selling everything it made...
While the success of Lego and Pokemon has seen a significant percentage of overall market sales going through just a couple of companies, it has nevertheless put money in retail tills and given retailers confidence to invest in new launches for the festive season, so the benefit of a strong first half of the year should hopefully be felt across the wider market as we approach the Christmas trading season.
All we need now is sanity to prevail in the USA, and the global toy market can look forward to a successful holiday season.
Here’s hoping...
NRL HAS HUGE APPEAL, AND IT’S SPREADING
Over 3 million fans in the USA, Australia and New Zealand watched the opening 2 matches of the 2025 NRL season at Allegiant Stadium. US viewership grew by 600% from the 2024 season opener. (Brad Walter, NRL Senior Reporter, 6 Mar 2025)
OFFICIALLY LICENSED NRL FAN EMBLEMS®
Made to international automotive standards, specifically for vehicles, but applied everywhere by fans - electronic devices, toolboxes, letterboxes, fridges, coolers, doors, windows, metal, furniture, memorials, home décor projects, man caves, etc.
THE USA HAS 284,614,269 REGISTERED VEHICLES*
That’s a huge number of sports fans who drive, with a growing number of them NRL fans. (*2023, Federal Highway Administration)
AVAILABLE IN 2 AUTOMOTIVE STYLES
Resin coated chrome car decals and 3D chrome car emblems.
FANS LOVE GIVING THEM TO FAMILY AND FRIENDS
Ideal for gifts and souvenirs. Lightweight and compact for easy mailing. Great impulse buys, perfect for counter displays.
AMERICAN CHAOS
The U.S. Toy Industry Grapples with Trump, Tariffs, and Uncertainty
BY JAMES ZAHN, EDITOR-IN-CHIEF, THE TOY BOOK
While the world keeps turning, business in the U.S. is anything but normal this year, as some companies have come to a standstill.
On one hand, the U.S. toy industry is riding high on a 6% sales surge year-to-date, according to early 2025 data from Circana. That’s the good news. The bad news? Tariffs are hammering the industry, sending shockwaves through retail shelves and small businesses alike.
A Solid Start
Bucking the trend of recent years, both dollar sales (6%) and unit sales (3%) were up from January through April. The drivers, however, aren’t necessarily what we think of as traditional toys and games. New Pokémon releases and collectible sports trading cards are leading the charge, driving growth across categories and helping toys stand out as what Circana says is the fastest-growing tracked industry so far this year
Kidults Rising
One trend that’s impossible to ignore? Adults are officially in on the toy game.
Whether you agree with the “kidult” label or not (after all, the adult collector has always been there), the market that exploded during
the pandemic has grown to such a force in the U.S. that in the first four months of this year, spending by consumers ages 18 and up topped a whopping $1.8 billion, up 12% from last year. Many adults are snapping up toys for display, collecting, or even resale.
I still feel that the kidult market should be both embraced and approached with caution. As I’ve noted over the years, there should be a real concern that toy and game makers are dropping too many eggs in the kidult basket at the expense of innovation for actual kids.
The kids of today are the kidults of tomorrow, and if there aren’t new offerings for this generation to call their own, I just don’t see as robust a market in, say, 2045.
The Tariff Trap
But even as sales are on the rise, the tariffs levied by President Donald J. Trump and his Administration are casting a long shadow. While companies of all sizes have spent months racing to counteract or mitigate tariffs on imported goods, at one point as high as 145% on products from China, our biggest trading partner, the long-lasting collateral damage has been done.
Manufacturers and retailers aren’t absorbing the hit — they’re passing it on, and the American consumer is just starting to see and feel the impact. Following months of warnings with no immediate visibility at retail, prices
at mass retailers quietly began spiking last month. One item featured in the March issue of The Toy Book, with a planned $49.99 MSRP, landed at Walmart this month with a $64.97 shelf tag.
That’s no small potatoes for families already grappling with inflation.
One bright side is that the tariffs have indeed caused a spike in interest in American-made toys and games.
Small Businesses on the Brink
The tariff toll is even higher for small and medium-sized companies. Supply chain disruptions and increased production costs are squeezing these companies from all sides. We’ve seen production lines stopped and shipments put on hold pending new or updated trade deals. At press time, the current 30% tariff on China (a 10% baseline tariff + a 20% duty for the so-called “fentanyl tax”) still puts thousands of American jobs at risk as the cost now outweighs the margin. Retailers have closed, and manufacturers have locked the doors. Our Administration doesn’t seem to understand that the majority of the toys and games sold in the U.S. are designed, developed, and marketed by folks who live here. We’re a creative economy, and chasing the production ghosts of the past doesn’t make much sense. One smaller company in the collectibles space just let go of remote staff in 16 states.
One bright side is that the tariffs have indeed caused a spike in interest in American-made toys and games. However, for retailers looking to keep their shelves stocked, there is often no 1:1 replacement. Only certain categories can currently be made in the U.S., and that means dolls, action figures, die-cast vehicles, and electronic toys still have to be sourced elsewhere in the world. By design, tariffs could be used to protect an industry, such as steel, for example, but there simply is no American toy manufacturing base to protect.
What’s Next?
The toy industry’s resilience is on display; there’s no question about that. At the recent Licensing Expo, ABC Kids Expo, and ASTRA Marketplace & Academy, positivity trumped tariff talk. Despite all the chaos, spirits are bright as those in our business look ahead to a better tomorrow, rolling with the punches as best they can. But there is a limit to how much turbulence even the strongest players can absorb. As the year progresses, all eyes will be on Washington — and on toy departments — to see if the growth can keep pace with the headwinds.
This was supposed to be a growth year, and now it’s one of uncertainty. However, there is one goal post on the horizon that never changes, and you’ve probably heard this mentioned more than a few times: Christmas comes on December 25 every year, and it, alongside all the other festive holidays of the season, will remain a gift-giving moment.
James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book, the leading trade publication serving the North American toy industry since 1984. He is also a Senior Editor of The Toy Insider and The Pop Insider and is frequently called upon for expert commentary on the toy industry. He has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, CNBC, BBC, NBC, ABC, CBS, FOX, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather
www.about.me/thierrybourret
THE DISAPPEARING MIDDLE
THE MID-SIZE TOY DISTRIBUTOR IS VANISHING. ADAPT OR BE FORGOTTEN.
The mid-size toy distributor is vanishing. You see fewer of them at the shows now: Nuremberg, Hong Kong, LA. They're being replaced by direct deals, brand-owned teams, and retailers who want it all straight from the source. The space in the middle is shrinking fast.
It’s not about distributors losing their touch. It’s about a model that no longer fits. Retail has consolidated. Big players don’t want intermediaries. And the number of times I’ve heard, “we don’t work with agents” is increasing. Worryingly. Everyone wants factory pricing, clean terms, and delivery on their schedule. Brands are chasing margin and control, so they skip the distributor and go direct. And who can blame them? If they can cut someone out and keep the full margin, they will.
The numbers don’t work like they used to. Warehousing is expensive. Freight is painful. MOQs are a gamble. And forget territory protection. You can build a brand for years and still wake up to find someone else shipping it to your customer for a few cents less. It’s become survival of the cheapest. Add to that the headache of late payments, returns, and
retailers expecting marketing support you can’t afford to give, and you start to question why you’re bothering.
Some retailers have taken it even further. They’re not just cutting out the distributor and the agent. They’re going straight to the factory, launching their own lines, and selling them not just in their own stores, but to other retailers. In effect, they’re becoming brands. Competing with the very suppliers they once relied on. You can’t fault the logic: control the product, control the margin. But when everyone does it, the shelves start to look the same. Same characters. Same formats. Same stories. And when it tanks, there’s no one to blame but yourself.
The lines are blurring. Even retailers and distributors are becoming agents, offering sourcing, factory links, design input, logistics. It’s no longer about who holds the stock. It’s about who holds the relationship.
What gets lost in all this is what the best distributors actually brought to the table. They were more than just a warehouse. They handled customer service, absorbed the chaos, spoke the local language, and got toys into places head office had never heard of. They knew what would sell and where. They paid on time. They kept your brand alive between catalogue refreshes. You don’t notice what they did until no one’s doing it.
Some are still hanging on. The ones who offer something extra. Not just stock, but services. Not just margin, but experience. A few have shifted to agency models, tightened their portfolios, got smart with B2B platforms. It’s not as profitable, but it keeps the lights on. I stepped away from traditional distribution over a decade ago, when it became clear the
model was starting to crack. Since then, I’ve focused on something leaner and more resilient. Helping brands and factories build the right relationships, open new territories, and stay flexible when markets shift. It’s not about holding stock. It’s about holding insight, finding the right fit, and being there when the shortcuts stop working.
Where this ends is anyone’s guess. What’s clear is that the middle is disappearing. Big brands will sell direct. Niche ones will use agents. The rest might not find a way to market at all. And when things go wrong, as they always do, there’ll be no one left in the middle to sort the mess.
Distributors aren’t the problem. The system is. But the system isn’t waiting for anyone to catch up.
Adapt or be forgotten.
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.
ARTICLE
GREETINGS FROM CHICAGO
BY RICHARD DERR (TOY MAN RICK)
www.learningexpress.com/lakezurich
GREETINGS FROM THE HEART OF THE US TOY INDUSTRY — CHICAGO!
AN ARTICLE BY RICHARD DERR (TOY MAN RICK)
Sales thru yesterday (June 3rd) are trending stronger than predicted +10% (vs. forecast of +5%) and as I have checked with other indie retailers, they are seeing growth as well. The US total Toy Industry according to Circana data, released earlier in the week has the market growing at +6%. A rationalization of the last 5 years of ups and downs since the pandemic. Circana predicted over the last two years that 2025 would be a year of growth but in a controlled way.
Good news-- based on historical norms, the first 4 months trend is highly correlated (76%) to how a total year will trend. This bodes well for indies, and if we can buy more from our vendor partners, perhaps we all can skirt the repercussions of tariffs that we strongly disagree with. Our position is we stand with the Toy Association in New York and their efforts to make toys tariff free. To date, most of the "pain" has been focused on small to mid-size vendors and having to pay for the tariffs up front. To date, I have not heard of any completely going out of business.
Our data also agrees with the broader market about young adults fueling the fire on toys. No surprise then that Pokémon, Lego, Sonny Angel, Jellycat and others are near the top of our best sellers. But this trend is now reaching core products like Calico Critters (Sylvanian Families to you) with strong growth. Cute, mini, happiness and joy are all the key traits that make these kidults spend on fun products. Perhaps it helps them face the pressure in todays world and gives a flashback to times that felt safer and happier. Other top sellers have been;
• 3D printed mini figures
• Slimes and Doughs
• Trading/Sports Cards
• Plush (Douglas realistic animals)
• Bitzee Disney theme
• Silent balls (soccer, baseball, basketball and soon US football style)
The bottom line is I have turned bullish in a year that started very skeptical. Then tariffs and chaos in parts of the world, but when you bring it back to our local market, a couple of things ring true;
• know your customer
• interact and engage with your customer
• treat them fairly
• offer something new
• promote play as the RX for good health
So far, mission accomplished.
The Toy Man out.
20 years at A C Nielsen/ D&B and 29 years running my own retail business. We have a vision “to be the pharmacy of toys in Lake Zurich “IL USA implemented by a simple strategy of T, P, W. Best teams, best curated products, in a WOW environment. Visit us sometime to feel the magic. The Toy Man.
Richard Derr (Toy Man Rick)
VIDEO INTERVIEWS
ROAMING REDDERS BY JOHN REDENBACH
TO LEARN MORE OR FOR SPONSORSHIP INQUIRIES
Email: tony@buggsolutions.com.au
INTRODUCING ROAMING REDDERS
VIDEO INTERVIEW SERIES BY JOHN REDENBACH
Roaming Redders is a new product brought to you by Bugg Media and is hosted by John Redenbach who is a wellrespected and decorated buyer from the Australian Toybiz and ATA Hall of Famer.
John recently retired and is now taking up freelance opportunities in the business and Bugg Media is fortunate to be able to engage John's services for an all-new role speaking to Toy vendors about their ranges and new product launches.
This new segment is called “Roaming Redders” where John interviews business owners and industry executives at trade shows and attends showrooms for an indepth chat about the business.
Roaming Redders was recently launched at the 2025 Australian Toy Hobby & Licensing Fair and it received strong endorsement and provided coverage for ATA exhibitors by highlighting the great product offerings that are offered by Australian Toy Companies.
Roaming Redders is set to become a regular part of the Bugg Media landscape and provide informative and fun interviews for the Toy and Licensing business.
SPONSORSHIP OPPORTUNITIES
Sponsorship opportunities are now available for the Toy Hobby & Licensing Fair in 2026 and individual showroom interviews are also available!
VISIT THE TOY UNIVERSE LINKEDIN PAGE TO WATCH THE ROAMING REDDERS VIDEOS FROM THE TOY HOBBY & LICENSING FAIR IN MARCH
www.linkedin.com/company/the-toy-universe
TOY STORIES 3
45 YEARS OF AUSSIE TOYS
My time in the Australian Toy Industry dates to the early 1980’s when Valentine Textron acquired John Sands who were the local distributor of Milton Bradley games. It was around 1983 that Milton Bradley moved to open their own operations in Australia and so began a 40-year journey in the Toy business.
There have been 2 previous editions of Australian Toy Stories, the first one published in 2005 and the second edition in 2009.
I have recently received the endorsement of The Australian Toy Association to publish Toy Stories 3.
Once again, I have had the ambition to write a chronological account of the Toybiz in Australia for many years. It has been 16 years since edition 2 was published. The rich history of our industry has plenty of fabulous material to draw on.
We take a trip down memory lane from the 80’s when we saw Transformers and Teddy Ruxpin launch and into the 90’s when we experienced the phenomenon that was Ninja Turtles. We look at Tamagotchi in the 2000’s, Bratz in 2002, Zhu Zhu Pets in 2009, the Apple Robotic dog in 2010, Star Wars Mandalorian Baby Yoda in 2020 and more recently The Tonie Box, just to highlight a few.
We intend to engage all the personalities, highlight the great companies and trends of the times and focus a little on the great times we enjoyed.
The book will address the Toyworld era with David Finestone and Terry Carroll, and we will reflect on the advertising/media business during this time with Andrew Skinner. We will look at the period where Toys R Us went head-to-head with World 4 Kids and the Funtastic era. We will look at the Toy Fair which was in Sydney and came to Melbourne.
We will plot the evolution of retailing in Australia beginning with Venture, Fitzgerald, Grace Brothers and John Martins. We intend to highlight some of the great retail personalities of the time.
This special book will be a hard cover edition full of rich history and images of the times. It will be 150 –200 pages.
We have already undertaken significant research, and my plan is to launch this book at the Australian Toy Fair in 2026. We plan to host a special launch party at this time where we will invite the industry to share in this project with us.
Pre-orders of the book will be available for an early bird price of $49.95 + postage and handling. Once launched the books will be available for $69.95 + postage and handling.
Toy Stories 3
45 Years of Aussie Toys
This unique coffee table book will be released as a celebration of 45 Years of Aussie Toys!
OFFICIAL LAUNCH DATE:
BRAND LICENSING IN AUSTRALIA THE TRUE STORY
Tony Bugg and Bugg Media have been integral to the brand licensing business in Australia for 40 years, witnessing its evolution since the early 1980s.
It's been a long-held dream to document this journey in a book, celebrating the remarkable individuals, defining trends, iconic brands, and the people who managed them. My aim is to capture the vibrant history and highlight Australia's significant role in shaping the licensing industry as we know it today.
Licensing in Australia traces its roots back to 1947 when Disney appointed Walt Granger to establish Disney Enterprises in Sydney. The Granger family had a strong foundation in the Disney comic business at that time.
The emergence of licensing as a serious commercial opportunity began in 1974 when Fred Gaffney's trip to the US revealed the prominence of Sesame Street in retail. He subsequently negotiated a representation deal for the brand in Australia, effectively birthing the modern licensing industry here.
This led to the formation of "GIL", which later became the renowned Gaffney International Licensing. For three decades, Fred Gaffney was a dominant force in Australian licensing, earning global respect for his passion and work ethic. His portfolio included iconic brands such as Thomas the Tank Engine, Raggedy Ann, The Man from Snowy River, The Smurfs, Snake, and The Phantom.
Notably, Fred was instrumental in the global expansion of the successful ABC series Bananas in Pyjamas, a venture he championed
alongside industry stalwart Greame Grassby. Fred Gaffney tirelessly promoted and drove the licensing business in Australia, using his influence to advocate for the industry worldwide. Many of today's leading licensing professionals gained their foundational knowledge and experience working with Fred.
The 1980s also saw key figures shaping the landscape: John Moore led Warner Brothers, and John Cookson succeeded Walter Granger at Disney. Barry Jones, at Milton Bradley Australia, appointed Hugh Harris to manage the licensing of properties like Transformers, My Little Pony, and Playschool. Industry veterans John Walsh and Bob Lee were also prominent, running Copyright Licensing in Australia for many years.
Newman Licensing, under Tony Newman, was a significant partner in Gaffney International. Newman built a successful licensing business in New Zealand before establishing his own thriving operation in Australia.
Significant licensing programs in Australia have also featured iconic brands such as The Simpsons, Teenage Mutant Ninja Turtles, Teletubbies, Toy Story, and the original Jurassic Park. Historically, the Australian licensing industry has heavily emphasized Character and Entertainment brands, particularly within the pre-school sector. During the 1970s and 80s, Gaffney's representation of most high-profile properties significantly influenced market trends.
"GIL" also encompassed a Sporting division, with Fred initially representing the NFL and
IHL in Australia. Later, James Ashworth, a former IMG executive, founded Velocity Brand Management, which now commercially represents major Australian sporting codes including the NRL, Cricket Australia, Football Australia, Tennis Australia, and Rugby Australia.
The landscape has evolved dramatically since those early days, with increased competition and limited retail space making it more challenging for brands to gain significant traction.
This special project will culminate in a hardcover coffee table book (approximately 150-200 pages), a valuable addition to any collection, serving as a chronological tribute to the golden era of licensing in Australia.
Significant research has already been undertaken, and the book is slated for launch at the Australian Toy Fair in 2027. I envision a launch party at the event, bringing together contributors and notable figures from across the industry.
Pre-orders of the book will be available for an early bird price of $49.95 + postage and handling. Once launched the books will be available for $69.95 + postage and handling.
THE TRUE STORY
