A PARTNERSHIP POWERED BY BIG HEARTS EMMA MEMMA & BMS BRANDS EMBARK ON A NEW LICENSING JOURNEY
INSIDE THIS EDITION
BMS BRANDS X EMMA MEMMA - BRINGING THE HEART OF MOVEMENT TO PLAY
SMARTIVITY X BMS BRANDS - A NEW CHAPTER IN THE SCIENCE OF PLAY
JOHNCO AND MIEREDU PARTNER UP FOR THE AUSTRALIAN MARKET
ÆRTHLINGS — A GROUNDBREAKING FUSION OF TOY, TECH AND IMAGINATION
THE LEGO GROUP PARTNERS WITH MYER TO CELEBRATE 70 YEARS OF CHRISTMAS WINDOW MAGIC
MOMENTUM BUILDS FOR CHRISTMAS - HALLOWEEN SALES & HOTTEST TOYS EVENT DRIVE OPTIMISM
EVOLVING INTO EPIC DISTRIBUTION — YOUR PREMIER TOY & PUZZLE SUPPLY PARTNER
STORIES FROM GG'S TOY BOX: NEW ZEALAND – TALES FROM TWO CITIES
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www.bmsbrands.com.au
Smartivity x BMS Brands
A New Chapter in the Science of Play
In recent years, few educational toy brands have captured the world’s attention quite like Smartivity. Born in India, Smartivity has redefined the way children engage with STEM and STEAM play — turning complex ideas into elegant, hands-on experiences.
Built From Curiosity
Founded by a team of engineers and designers driven by a shared love of discovery, Smartivity has earned international recognition for its creativity and contribution to learning through play. The brand’s success at global toy awards — including recognition in Denmark’s Toy of the Year 2025 and multiple wins at the Parents’ Best Toy Awards — marks a milestone not just for India’s toy industry, but for a new global standard of thoughtful, educational design.
Every Smartivity kit invites children to build, explore, and understand. From marble runs and pinball machines to telescopes and hydraulic lifts, each project is an open door into science and imagination. The result is more than a toy — it’s a journey through curiosity and confidence.
Shared Philosophy with BMS Brands
At BMS Brands, we’ve always believed toys and books are two sides of the same creative coin. Both spark imagination. Both teach through experience. Both build the foundations of how we see the world.
Our brands — from Construct-IT and Puzzle Master to Magic Sensory — have always reflected a belief that creativity and learning belong together. In Smartivity, we found a kindred spirit. Both companies share an approach built on innovation, precision, and respect for the process of creating.
This partnership isn’t about importing a product; it’s about aligning philosophies. We see creativity as something that grows in the hands — not just the mind. It is a partnership that recognises the importance of nurturing creative survival – in Australia and abroad.
Adding Depth to the Retail Landscape
As we bring Smartivity to Australian retailers, our goal is simple: to add depth, meaning, and variety to the science and STEAM category.
For all retailers, Smartivity represents an opportunity to connect with parents seeking experiences that balance education and play — a range that sits comfortably between classic construction and modern learning. For families, it represents time spent together, building and exploring.
Spotlight will be among the first to trial the range as part of its renewed focus on the STEAM category — introducing Smartivity as a way to give consumers a more bespoke and valuable offering within the creative learning space. It’s an exciting step forward that recognises the growing demand for experiences that sit between education and play.
In a market that’s constantly moving, Smartivity reminds us to slow down and rediscover the beauty of creation. It’s a brand that doesn’t chase trends — it builds legacies, one product at a time.
Johnco and mierEdu Partner Up for the Australian Market
mierEdu, a staple toy brand in many Australian retail stores and family homes, has announced the appointment of Johnco as its exclusive Australian distributor, marking the beginning of a strategic new partnership.
As the demand for STEAM learning continues to grow, mierEdu stands out as a leader in the educational toys category in Australia.
“We are very proud to be partnering with this awardwinning, well-regarded Australian brand,” says Steve Ball of Johnco. “The mierEdu range is complementary to our existing portfolio, offering a broader selection of educational toys to our retailers.”
Being an Australian-founded brand, mierEdu has a deep understanding of the local market and its ever-changing landscape, creating educational toys that evolve with children and offer meaningful learning experiences. Their thoughtfully designed range includes innovative learning games and early development tools to support creativity, critical thinking, and exploration at every stage. From enhancing fine motor skills and hand-eye coordination in early learners to introducing concepts such as STEAM inquiry, spatial reasoning, and emotional intelligence as children grow, mierEdu toys are built to inspire.
Known for its commitment to educational play, Johnco works closely with leading international brands and trusted stockists to bring quality toys to families across Australia and New Zealand. Through strong partnerships with independent boutiques and multi-store chains, Johnco delivers products that encourage creativity, problem-solving, and hands-on learning, helping children explore, discover, and grow.
The collaboration brings together mierEdu’s creative and educational product line with Johnco’s trusted range of leading brands that support learning through play.
mierEdu’s commitment to quality and educational value has earned multiple awards and recognition across the toy industry.
Highlights from the product range include:
• Magnetic Learning Boards – Interactive tools that support literacy, numeracy, and emotional development through tactile play.
• STEAM Activity Sets – Blending art and science, these sets promote creativity while reinforcing foundational STEM concepts.
Each product from the mierEdu range is developed with a focus on innovation and alignment with global educational standards.
Through strong existing partnerships with Australian toy and gift retailers, mierEdu and Johnco are committed to supporting the next generation of thinkers, creators, and explorers through meaningful, hands-on play.
Retailers interested in learning more about the mierEdu range are encouraged to contact Johnco for further information.
Contact Johnco via phone on +61 2 9452 5819, via email at info@johncoproductions.com or visit the website at www.johncoproductions.com
Each product from the mierEdu range is developed with a focus on innovation and alignment with global educational standards
www.moosetoys.com
ÆRTHLINGS
A GROUNDBREAKING FUSION OF TOY, TECH AND IMAGINATION
From mystery box FIGS to digital battles, Moose Toys’ latest collectible invites players to rebuild a universe together!
Adventure, strategy and connection collide in ÆRTHLINGS, Moose Toys’ newest collectible phenomenon. From trading FIGS to unlocking rare MUTÆTIONS in the mobile game, players are rewriting the rules of play and rebuilding a universe along the way.
At Melbourne’s PAX Australia, ÆRTHLINGS made its explosive debut, transforming collectible toys and mobile gaming into a seamless adventure. From queue halls to trading corners, fans were hatching, scanning, swapping and building their way into a new world of play.
Created by Moose Toys in collaboration with Modern Games, ÆRTHLINGS invites players into a universe where Mr Dohko and the MOONLINGS have destroyed ÆRTH and only fragments remain. Each “chonk” of the former planet holds a unique creature. Pop open a mystery box, scan the NFC-enabled FIG and hatch your own genetically distinct ÆRTHLING in the free-to-play mobile game. Then you’re off to explore, battle lunar invaders, harvest rare resources and rebuild the world one chonk at a time.
“We’re so excited about our partnership with Modern Games, which has let us bring ÆRTHLINGS to life in a way only Moose can: full of imagination, surprises, and playful fun. Seeing it all in action at PAX was incredible, fans were trading, scanning, and diving straight into the game, and we loved seeing how much they connected with the characters and the world. We can’t wait to see all the universes players will build and the adventures they create!” Said Khia Pledger, Marketing Manager at Moose.
What makes ÆRTHLINGS truly stand out is how real-world trading evolves the digital experience. When players swap their FIGS, they keep the originally hatched characters in game. They also receive MUTÆTION points to level them up, and at the same time, get to hatch a brand new character. Trading is always a win-win experience. “Most collectibles stop at own it, shelve it, forget it,” said Justin Kifer, CEO of Modern Games. “ÆRTHLINGS flips the entire collecting mentality on its head. It transforms collections into real-life connections.”
The PAX launch proved the power of that approach. The stand was buzzing with activity as fans spent hours trading, scanning and connecting.
Over the weekend, more than 3,300 units sold out, and more than 18,000 sampler packs and comics were distributed. Aussie gaming star LazarBeam helped introduce the brand, adding extra excitement and online buzz.
Launching first in Australia with an RRP of $10, ÆRTHLINGS is available at Big W, Kmart, Target, EB Games, Amazon, Toyworld and Toymate, backed by an animated YouTube content series and continuous updates from Modern Games.
With its unique mix of storytelling, collectible FIGS and connected gameplay, ÆRTHLINGS is more than just a toy. It is a social and imaginative experience built for today’s connected players. The fate of ÆRTH is in their hands.
The LEGO Group partners with Myer to celebrate 70 years of Christmas window magic
The LEGO Group has marked the festive season with a brand-new Christmas campaign, headlined by a partnership with beloved Australian department store, Myer. Together, they’ve reimagined the iconic Myer Christmas Windowsnow celebrating their 70th year - through the lens of creativity, nostalgia, and play.
Unfolding across six windows at Myer Melbourne’s Bourke Street store from Saturday Friday 8 November to Sunday 11 January 2026, A Playful LEGO Christmas Story invites visitors to follow a child’s letter to Santa as it journeys from a Melbourne post office all the way to the North Pole - with a little help from a cheeky LEGO elf.
Narrated by LEGO Play Ambassador Hamish Blake, the enchanting tale is imagined entirely in LEGO bricks and brought to life by the LEGO Group in collaboration with Certified LEGO Professional Ryan “Brickman” McNaught and his team.
From Melbourne landmarks like the MCG and Sidney Myer Music Bowl to Santa’s mail room and the ‘Wrap-O-Matic’ gift-wrapping machine, each scene celebrates creativity, storytelling, and the joy of building - offering families a playful twist on a cherished Christmas tradition.
From the windows to the workshop
Families can continue the festive fun inside The Basement at Myer Melbourne, where the LEGO Christmas Playland will run from Saturday 8 November to Christmas Eve.
The immersive experience will feature hands-on build zones, photo moments, and a limited-edition “Make & Take” LEGO Christmas Kangaroo, exclusive to Myer Melbourne and available nowhere else in the world.
Bringing families together through play
This partnership forms part of the LEGO Group’s global Christmas campaign, Is it Play You’re Looking For?, which celebrates the power of play to bring families closer together.
Fast facts about the A Playful LEGO
Christmas story
• 12 months of planning taking in teams from across the globe, with collaboration across the LEGO Group spanning from global headquarters through to the local team in Australia.
• A total of 488,215 LEGO bricks used in the construction including over 40 colours, and all manner of LEGO bricks, plates and tiles, curved pieces, and even newly introduced elements.
• After sundown, families can enjoy a special LEGO brick light show, projected on the facade of the Myer building.
Troy Taylor, General Manager and Vice President, LEGO Australia & New Zealand, said: “Christmas has always been about connection - and at the LEGO Group, we believe play is one of the most powerful ways to bring people together.
Whether it is the annual visit to the Myer Christmas windows, or coming together to build your favourite LEGO set as a family, this Christmas, we want to inspire families to make LEGO play part of their own festive traditions.”
Hamish Blake said: “I still remember pressing my nose up to those windows as a kid, completely mesmerised by the magic of Christmas. To see that magic now rebuilt entirely out of LEGO bricks is pretty special - it’s like childhood nostalgia, piece by piece. Hopefully it inspires families to slow down, build something together, and make a bit of time for play this Christmas.”
The partnership forms part of the LEGO Group’s global campaign, “Is it Play You’re Looking For?”
Build a Heart for Children in Need of Play
The Holiday campaign coincides with the LEGO Group’s annual Build to Give initiative, kicking off from Tuesday 11th November, which encourages everyone to help share the superpower of play with children who need it most by building a heart out of LEGO bricks and sharing it with the hashtag #BuildToGive.
By building and sharing a heart on social media, or via the LEGO Play app before December 31, people can help support the LEGO Group’s commitment to donating LEGO sets to children in need of play. This holiday season, the initiative will help bring the gift of play to children in hospitals, children’s homes, and vulnerable communities worldwide. The sets are distributed through the LEGO Group’s network of local charity partners and, since 2017, the campaign has reached more than 11.2 million children.
AUSTRALIAN TOY ASSOCIATION
BY ALICE SANDERSON — EXECUTIVE MANAGER www.austoy.com.au
Momentum Builds for Christmas
HALLOWEEN SALES & HOTTEST TOYS EVENT DRIVE OPTIMISM
As Halloween wraps up another season of costumes, candy, and creativity - retailers are reporting a welcome boost in sales. From licensed costumes to Halloweenthemed toys and collectibles, the season once again showed how play and imagination drive families to spend.
This is a promising sign ahead of the biggest buying season for the Toy industry.
As mentioned in my last update, we hosted our annual Hottest Toys for Christmas event in October, offering ATA members the opportunity to have their product on TV and socials just in time for families to make their decision on what will be under the tree this year.
Designed to also highlight innovation and excitement within
the toy industry, the 2025 showcase reached an estimated 5.42 million Australians and generated media coverage valued at just under $600,000.
This year’s event was held on 8 October at Pier 35 in Melbourne, where ATA welcomed around 20 children to put a range of membersupplied toys to the test. The atmosphere was filled with festive cheer, with Santa again joining in the fun to bring an early taste of Christmas magic.
The day began with a live broadcast on Channel 9’s Today Show, featuring several standout products from ATA members. Throughout the event, representatives from major media outlets - including Channels 7, 9, and 10, and a number of popular influencers, were in attendance to capture
the excitement and share it with audiences nationwide.
Christmas isn’t the only event just around the corner. On 19 November, the ATA will hold its Annual General Meeting, providing members with the opportunity to meet the ATA Directors and reflect on the year that’s been. During the meeting, we will also announce the new board and vote on the updated constitution.
That’s not the only update worth noting - you may have also noticed our refreshed Mission Statement:
To support and represent the Australian toy, hobby and licensing industries by fostering innovation, advocating for members’ interests (including safety, compliance and sustainability), and championing the value of play.
We continue to do this by:
• Promoting uniform toy safety standards.
• Promoting the educational value of toys.
• Encouraging the manufacture and export of Australian-made toys.
• Encouraging creative toy design.
• Reducing or eliminating barriers to trade.
• Encouraging respect for intellectual property rights.
• Promoting the year-round sale of toys.
• Acting as a source of information.
• Communicating with members in a prompt and efficient manner.
• Providing members with additional effective service.
• Conducting a successful and profitable Annual Toy Hobby & Licensing Fair.
As we look ahead to the festive season and into 2026, the ATA remains focused on supporting members and strengthening the toy, hobby, and licensing sectors. From championing safety and compliance to showcasing the creativity and innovation that
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
define our industry, we are proud of the collective achievements of our members throughout the year.
With Christmas just weeks away, retailers are optimistic that the strong momentum seen through Halloween and the Hottest Toys for Christmas campaign will continue right through the holidays. It’s a reminder that, even in challenging times, the power of play continues to inspire joy, connection, and imagination in households across Australia.
We thank all our members for their ongoing support and contribution to another successful year and we look forward to celebrating with you at the AGM and into an exciting year ahead for the industry.
EVOLVING INTO EPIC DISTRIBUTION
www.boox2u.com
Evolving into Epic Distribution Your Premier Toy & Puzzle Supply Partner
What began as a dedicated book, puzzle, and craft distribution business has undergone a transformative evolution. While these core product categories remain central to our identity, Boox2U has strategically expanded its portfolio to become a comprehensive and well-rounded supply solution for modern retailers. FEATURE BOOX2U
STRATEGIC GROWTH AND BRAND EXPANSION
Over the past 12 to 18 months, Boox2U has significantly enhanced its offerings and market presence, demonstrating a commitment to dynamic growth and innovation:
• New Brand Launches: Successfully introducing exciting new lines, including Budeez.
• Key Brand Expansion: Deepening our commitment to high-demand existing brands such as iM.Master, KOCO, Picasso Tiles, Cubic Fun, Scrunchems, and Mystery Ballers.
• Exclusive Licensing Success: Securing a landmark license deal with HOLDEN, alongside releasing specialist products like the W-Class Tram and the comprehensive National Geographic range
• by Cubic Fun.
• Industry Presence: Showcasing our expanding portfolio at major industry events, including the Toy Fair, Gift Fair, Sydney Mid Year, and New Zealand Toy Fair.
THE EPIC DISTRIBUTION COMMITMENT
Our company’s long-standing philosophy has always been clear: We range Great Products at Great Prices and provide Exceptional Service
Although Boox2U has been operating successfully for over a decade, the past two years have marked an exciting new chapter. This includes the establishment of our own direct import program and, since September 2023, representing major brands across Australia and New Zealand (ANZ). This pivotal transition is driving our current evolution from Boox2U to the new identity, Epic Distribution.
We aspire to be recognized as a truly customer-focused distributor—a partner that is flexible and nimble enough to cater to the unique needs of our entire customer base, from the single-store operator to the largest national chain. We are committed to being involved and supporting your business every step of the way.
www.boox2u.com
ANTHONY
Kaleidoscope has been a favourite Australian supplier of quality kids toys since 1989. Operating from our Brisbane warehouse, we proudly stock 18 unique, high-quality brands and dispatch orders within 24 hours.
STORIES FROM GG'S TOY BOX BY GRAHAME GRASSBY
STORY #18
STORIES FROM GG'S TOY BOX
NEW ZEALAND – TALES FROM TWO CITIES
AUCKLAND: THE KIWIS TAKE THEIR RUGBY VERY SERIOUSLY
ABC Enterprises’ longest running business partner in New Zealand was video distributor Roadshow Entertainment (NZ) and at the time of their appointment in 1990 the CEO of Roadshow NZ was Noel Beckett and the General Manager was Maggie Fordham.
Over a decade Noel and Maggie became good work friends and on every trip to Auckland I would always go out for at least a boozy lunch or dinner with them.
On a work trip to New Zealand in 1999, I was invited to a small party at Noel Beckett’s home in Auckland on a Saturday night in July, to watch the All Blacks play the Wallabies at the Melbourne Cricket Ground.
The All Blacks had won the previous seven encounters between the two countries and the All Blacks were expected to win once again even though the match was being played in Melbourne.
Surprisingly Australia won the match 24-16 and ended their losing streak to the Kiwis.
Shortly after the match finished, Noel came over and said to me, “I’m sorry Grahame but you have to leave – I can’t have an Australian in my house right now – I’ve called you a taxi and it’s on its way. I’ll get Maggie to wait outside with you.”
And sure enough that was that, two minutes later the taxi arrived, Maggie opened the taxi door and said goodbye as I got into the taxi and in under 15 minutes, I was back in my hotel room.
The next day I was on a flight to Wellington.
The Kiwis take their rugby very seriously.
WELLINGTON: IT’S A JOB
Wellington is the home city of Weta Workshop, the world famous special effects studio that provided the costumes and sets for Peter Jackson’s Lord of the Rings movies.
During a studio tour through the workshop that I was being taken on by their commercial director, we met a person whose job it was to paint the eye-balls used in the prosthetic costume masks.
The eyeball painter was surrounded by hundreds & hundreds of eyeballs - unpainted ones on the left and painted eyeballs to the right.
We had a brief conversation:
“So what are you doing?”
“I’m painting an eyeball”
“Oh and what else do you do?”
“Nothing, I’m the eyeball painter – I paint eyeballs”
“Oh, that’s interesting”
“Not really – but it’s a job”
“Yes – yes it is”
FEATURING TWO SPECIAL GUEST
Nicole Szujda
Vice President Dimian and Toyriffic-news editor
General Manager — Value Chain at David Jones
MONDAY MARCH 2, 2026 Clarendon Rooms A & B Melbourne Convention and Exhibition Centre
ARRIVE - 07:30AM | START - 08:00AM | FINISH - 08:55AM
Your Gateway to Global Business
TOY FAIR® 2026
Step onto the bustling show floor of Toy Fair® in February, and you’ll find yourself at the heart of the global toy community. For four days, Toy Fair® 2026 (Feb. 14-17) will transform New York City into the world’s epicenter of play. From emerging toymakers to powerhouse brands, the show connects every corner of the play community under one roof for an unmissable experience of discovery, learning, and deal-making.
“With the world’s biggest names in toys exhibiting and a growing roster of 1,000+ retailers, distributors, importers, and wholesalers (and counting!) already pre-registered (including 19 of the top 25 toy retailers), Toy Fair 2026 promises to be an unmatched platform for discovery, collaboration, and innovation in play,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association™, producer of Toy Fair. “These early commitments are also a clear reflection of Toy Fair’s position as the place where business momentum begins, and the evolution of play takes shape.”
Across four action-packed days, attendees will have countless opportunities to explore and source products tailored to their business needs. The show floor’s expansive
aisles will feature product from every category, from established powerhouses like LEGO, Mattel, Hasbro, Spin Master, and Just Play to up-and-coming innovators debuting in Toy Fair’s Launch Pad.
Dedicated showcases will spotlight what’s new and next in play, including Hot for Holiday, featuring the year’s most talked-about toys; the STEM/ STEAM Showcase, highlighting the latest in educational products; and Freshman Connect, where first-time exhibitors introduce their brands to the global market. Together, these experiences reflect the diversity of the toy space and provide a preview of the trends shaping the industry.
Toy Fair also continues to evolve to meet the business goals of all who attend.
Returning for 2026, Toy Fair University will deliver a full slate of expert-led sessions, dialogues, and panels designed to provide actionable insights on licensing, consumer behavior, brand protection, and emerging technologies. Whether you’re a retailer, inventor, licensing executive, or designer, the show’s educational sessions are tailored for all professionals to ensure everyone walks away with new tools to sharpen their competitive edge.
“No matter what your role is in the play community, Toy Fair University offers the opportunity to gain fresh perspectives and discover the strategies needed to thrive in today’s dynamic retail environment,” Carcone added.
One of the key anchor events on day one of the show is the industry-facing “Toy Trends Briefing,” presented by The Toy Association’s trends team. Drawing on in-depth research and year-round consultations with toy companies, the briefing will unveil the top trends shaping the coming year in toys and play. The session also provides a head start for global manufacturers, licensors, retailers and licensees in attendance to align strategies as they shop the show floor. Historically, these announcements have influenced buying decisions, product development pipelines and media coverage for months afterward.
As Toy Fair 2026 fast approaches, attendees can look forward to four days to experience the latest in toys and games, grow their footprint in the North American market, and build lasting partnerships. It remains a can’t-miss opportunity for the international toy and play community.
Care Bears™ x CASETiFY Collaboration Brings Love, Colour,
and
Nostalgia to Life
CASETiFY is delighted to announce the launch of its first collaboration with the beloved Care Bears™, owned by Cloudco Entertainment. This collaboration invites fans to enter the enchanting world of Care-A-Lot, where joy, positivity, and friendship come together in a vibrant celebration of style.
Introduced in 1982 as greeting cards, and later a series of animated television shows and feature films, Care Bears remains one of the most beloved lifestyle properties in the world. With their signature belly badges and endearing messages of sharing, caring, and friendship, the Care Bears from Care-A-Lot continue to inspire multi-generational fans across the globe.
Highlights from this collection include four distinct bundle sets for consumers to build their dream. Long-time and new fans alike can revel in the Nostalgia set - featuring a vibrant collage of all the iconic bears - or drift into the Twilight Dreams set, which includes a mirrored case and cardholder stand. For those who wish to show their love for a specific Care Bear, the Special set is available in Share Bear, Cheer Bear, or Grumpy Bear. To fully immerse yourself in this cheerful collection, the Care Bears Wishes collector set provides the ultimate experience, promising a trove of items designed to delight and surprise. Additionally, try your luck at finding the rare and special edition Cheer Bear dangler when purchasing the phone dangler blind box, guaranteeing a beary good time.
Adding a personal touch, the collection also includes customizable phone cases, allowing individuals to personalise their devices with a cherished photo or meaningful text, making their phone truly one-of-a-kind. Going beyond phone cases, the Mix and Match bundle offers consumers another layer of self-expression, allowing them to curate a unique combination of tech accessories that perfectly aligns with their aesthetic and functionality needs.
“Care Bears have always been about spreading positivity and connection,” said Robert Prinzo, Head of Global Licensing at Cloudco Entertainment. “With this CASETiFY collaboration, fans can bring that message with them wherever they go on their phones, laptops, and accessories. It’s a modern way to keep the spirit of Care-A-Lot close and share a little more care with the world.”
With nostalgic illustrations that are bound to tug at people’s heartstrings paired with CASETiFY’s signature style, this collection offers consumers and fans a unique way to express their love for these characters. Each piece is designed with colourful graphics and cheerful motifs, making this range of products perfect for nostalgic fans and new generations alike. The collaboration boasts a colorful collection of phone and tablet cases, as well as accessories like earbud cases, bag charms, wireless chargers, and more, all adorned with beary friends to help protect your essential tech. All products in the collection are retailed from $35 to $115 USD.
The CASETiFY x Care Bears collection is available from November 17th and will be available for purchase at your closest CASETiFY retail studio, or on CASETiFY’s website. To learn more about the collaboration, visit CASETiFY on the dedicated collaboration page (linked here) and follow along on Instagram, Facebook, TikTok and Twitter. Follow @carebears for the latest brand updates.
UPDATES FROM THE TOY UNIVERSE
EDITION 18
NOVEMBER 2025
tonies® World First Pop-Up Store Launches in Macquarie Centre
tonies®, the world’s largest interactive audio platform for children, is thrilled to announce the launch of the world’s first tonies® pop-up store at Macquarie Centre this Christmas, opening this week in collaboration with Kidstuff.
The tonies® by Kidstuff pop-up features an immersive zone where children can interact with the products, while families can explore the full tonies® range, shop the collection, and meet some of their favourite characters and ambassadors. The pop-up will host weekly meet and greets with Emma Memma, Jules Robinson and popular characters including Peppa Pig, PAW Patrol, Gabby’s Dollhouse and Minions.
Weekly Meet & Greet Schedule:
• Friday 14 November 10:00am – PAW Patrol
• Friday 28 November 10:00am – Peppa Pig
• Saturday 13 December 10:00am – Minions
• Friday 21 November 1:00pm – Emma Memma
• Friday 5 December 12:00pm – Jules Robinson
• Friday 19 December 10:00am – Gabby’s Dollhouse
“We’re so proud to bring the world’s first tonies® pop-up store to Australia,” said Mark Duggan, General Manager of tonies® Australia and New Zealand. “It’s a milestone moment that shows how strongly tonies® has been embraced by families here.”
Earlier this year, tonies® launched the Toniebox 2 globally, building on the much-loved original Toniebox experience, plus the biggest innovation in 14 years. The updated version features interactive games, quizzes and challenges through Tonieplay, upgraded kid friendly controls, adynamic light ring for guidance, and new features such as a Sleep Timer with Light and Sunrise Alarm. The Toniebox 2 continues to promote independent, creative, and screen-free play for kids 1- 9+.
The tonies® pop-up store is located at Shop LO1, 1015 on Level 1 near Centre Court and will operate throughout the Christmas season until early 2026. More information is available at macquariecentre.com.au.
"Toy Stories 3," endorsed by the Australian Toy Association, will chronicle the four-decade journey of the local Toy industry, starting from Milton Bradley's 1980s entry. This chronological, hardcover account follows two previous editions and will highlight key moments throughout the history of the Australian Toy Industry.
THE SPECIAL HARDCOVER BOOK IS SCHEDULED TO LAUNCH IN 2026
To learn more about the book visit: www.buggsolutions.com.au/books
This unique coffee table book will be released as a celebration of 45 Years of Aussie Toys!
UPDATES FROM THE TOY UNIVERSE
EDITION 18
NOVEMBER 2025
Moose Toys’ Little Live Pets Joins Roblox in Expanded Gamefam Partnership
Moose Toys and Gamefam, the leading metaverse media company for Gen Z and Alpha communities, announced they will bring the endearing and interactive Little Live Pets to Roblox for the first time, creating an immersive experience for Gen Alpha brimming with magical moments and cuteness this holiday season. Starting Saturday, November 15, 2025, players will care for and play with their most beloved pets in a Little Live Pets takeover of Gamefam’s wildly popular Twilight Daycare game.
This limited-time event will immerse players in a Little Live Pets takeover of Twilight Daycare, which averages 5 million gameplay sessions per week and has generated over 2.6 billion gameplay sessions since launch. Players will be able to:
• Visit the Little Live Pets pet store to find the perfect pet to take home and care for – just like a real pet. Pets available for adoption include My Baby Panda ChuChu, My Really Real Bird & Cage, Rosie the cockatiel; and Cooper, the Ouchies golden retriever puppy. Additionally, Mama Surprise Families puppies are featured as in-game NPCs.
• Complete the Little Live Pets-themed quest to make them feel right at home, including nurturing tasks like feeding, hugging, petting their pets, and more.
• Unlock in-game Little Live Pets and in-game rewards such as a Little Live Pets bucket ride, Little Live Pets house, and My Walking Penguin Waddles costume.
“The enduring magic of Little Live Pets Shop lies in bringing joy home for kids. As Roblox’s popularity skyrockets, Twilight Daycare – which centers around caretaking – is a natural fit for us to find new ways to teach kids the importance of caring for and nurture pets from the comfort of their home,” said Katherine Resto, Senior Director of Media, Moose Toys. “During the holiday season, Roblox has become a critical media channel to reach Gen Alpha and Gamefam continues to be an invaluable partner to ensure our toys break through with the right audiences and resonate with players in the ecosystem.”
This is Little Live Pets’ Roblox debut, the fourth Moose Toys franchise to engage the Roblox community. Gamefam and Moose Toys’ upcoming “Bring Joy Home” event will immerse players, coinciding with their ongoing Roblox campaign for the Heroes of Goo Jit Zu, and follows the blockbuster success of their 2024 holiday campaign centered around the Heroes of Goo Jit Zu and XOX Kweenies – which drove 1.2 billion minutes of engagement (equivalent to watching 54.5 million episodes of cartoons). The introduction of Little Live Pets reflects the meteoric rise of Roblox, which has become the go-to place for leading toy companies to engage a critical Gen Alpha player base as they make their holiday wishlists.
Last year, Moose Toys reeled in millions of fans with its holiday activation on Roblox. Over 56% of players across the campaign said they were more likely to purchase the respective product line (XOX Kweenies or Heroes of Goo Jit Zu) after playing with the franchise in Roblox; to put that in perspective, 39% of players had never heard of XOX Kweenies before the campaign and 24% of players never heard of Heroes of Goo Jit Zu before. The overall 2024 holiday program became Roblox’s #1 multigame toy campaign at the time (32+ million gameplay sessions) and recently won the 2025 Digiday Award for Best Partnership.
“Moose Toys is widely recognized as one of the most innovative toy companies, and they are proving to be just as innovative in how they engage Gen Alpha audiences in hyper-relevant ways,” said Ricardo Briceno, Chief Business Officer of Gamefam. “To make it on today’s holiday wishlists, toy brands must break through on Roblox – that’s where Gen Alpha lives and spends over two hours every day. Our multi-year partnership with Moose Toys has shown the undeniable power of Roblox to drive measurable sales and raise brand awareness with the next generation.”
With over 50 games in its owned and operated network, Gamefam has further cemented what’s become the #1 portfolio in metaverse gaming, with over 11 million average daily visits, 2.6 million average daily hours of gameplay and over 35 billion visits to date.
The Little Live Pets activation within Twilight Daycare is available to play for free from Saturday, November 15, 2025 through Sunday, December 14, 2025 on Roblox via most platforms and devices, including consoles, PCs, mobile and tablets.
CONNETIX Charity Packs Inspire Creativity and Support Change Through Research
Ready, Set, Play! The much-anticipated CONNETIX limited edition Charity Packs are officially here and available now at connetixtiles.com and select retailers.
With a vision to create a meaningful difference through play, the NEW charity packs support two life-changing causes: breast cancer research through Australian Breast Cancer Research (ABCR) and the fight against motor neurone disease with FightMND.
20% of all proceeds will be donated directly to each charity to drive global medical research projects, invest in effective treatments, improve quality of care, and ultimately, find a cure for both breast cancer and motor neurone disease (MND) - often referred to as Amyotrophic Lateral Sclerosis (ALS) or Lou Gehrig’s disease.
The idea for a partnership with FightMND was inspired by the CONNETIX CEO and Co-Founder, Brea Brand, whose life has been personally touched by MND. She shares: “Three years ago, I lost my beautiful mum to this horrible disease after an 18-month battle. Watching firsthand how this disease stripped away all independence and quality of life was utterly heartbreaking. My hope is that we can help FightMND to find a cure, so no other person or family has to go through this in the future.”
Reflecting on the shared experience and heart behind the partnership, Bec Daniher, Executive Director, Strategic Alliances at FightMND, shares: “Brea, CONNETIX CEO and Co-Founder, and I both carry a personal connection to this Beast of a disease. That shared experience makes this partnership feel not only meaningful, but full of heart. It’s a reminder that even in the face of something as devastating as MND, there is room for lightness, creativity, and joy – values my dad, Neale, continues to champion in his own fight.”
Thanks to funding from Australian Breast Cancer Research (ABCR) and The Hospital Research Foundation Group, researchers are a step closer to finding treatments that will save lives from breast cancer. Briony Marshall, COO & CISO at The Hospital Research Foundation Group, shares: “Research is critical to improving and saving lives and our partnership with CONNETIX is a simple way for families to make a real difference while having fun. 20% of proceeds from the Pink Pack will go directly to fund life changing breast cancer research. That means that every time a family plays, they're not just enjoying the creativity and fun of CONNETIX, they're also supporting researchers working to prevent and treat breast cancer.”
The limited-edition Charity Packs introduce two bold new colours to expand the CONNETIX Rainbow colour range:
• CONNETIX Charity Pack Teal 20 pieces — with 20 all-TEAL magnetic tiles, this pack brings bold designs, endless creativity and meaningful play to construction with a symbolic colour to raise international awareness, collective impact and support for people living with MND and their families.
• CONNETIX Charity Pack Pink 20 pieces — with 20 all-PINK magnetic tiles, this pack is the perfect open-ended toy that infuses creativity and imagination in a meaningful colour that resonates as a symbol of hope, community and support for those affected by breast cancer.
Through this powerful initiative, CONNETIX aims to unite as a global community to support families and give back by raising awareness, spreading hope and joining in the global fight against breast cancer and motor neurone disease. Share your creations using #CONNETIXForACause and help support lasting change through research.
Find out more about what your contribution means to the latest research projects: fightmnd.org.au and australianbreastcancer.org.au. Limited stock is available now at connetixtiles.com and select retailers worldwide. Age 3+, limited edition while stocks last.
SNOOPY IN STYLE
From March 22-April 5, the legacy of Peanuts in fashion was on full display as Snoopy In Style (Le Style Snoopy) exhibition came to life in Paris. The grand opening created a global splash on social media as fans, influencers and celebs shared their Snoopy style and the artfully curated details of the exhibition itself. Snoopy In Style was an incredible undertaking by the entire Peanuts team in partnership with the Schulz Museum to showcase the impact of Peanuts in the fashion world, how fashion shaped the lives of the beloved characters, and Schulz himself. The two-week exhibition was attended by over 23,000 fans and explored comic strips and objects from the museum’s collections, Snoopy and Belle dolls dressed by some of the world’s greatest couture designers, and iconic Peanuts fashion moments including works by Jean-Charles de Castelbajac. Peanuts is already building on this success as it looks forward to planning the next iteration of Snoopy in Style.
HOW DO YOU DO, SNOOPY?
This first-of-its-kind touring art exhibition launched June 20 in Taipei, inviting audiences to rediscover Snoopy through fresh perspectives. The exhibition contains works from over 30 featured artists, and four unique spaces highlighting: Artist interpretations, Snoopy & Belle in Fashion, Snoopy in Space, and Peanuts within Orientalism. How Do You Do, Snoopy? will continue to tour over the next several years with stops across the Asia Pacific region.
AT HOME ON APPLE TV
Peanuts remains supported by an incredible foundation of classic animated specials, new series and co-view specials that are available worldwide, exclusively on Apple TV. Over the past year, Peanuts has had several successful launches including the new series Camp Snoopy, the award-winning special Welcome Home, Franklin, and Snoopy Presents: A Summer Musical - the first Peanuts musical in over 35 years - which debuted at #1 on Apple TV the weekend of its release to high praise from critics and fans.
ANZ COLLABORATIONS IN 2025
TAKING SHAPE
A limited-edition collaboration between Taking Shape & Peanuts featuring 13 pieces across apparel, sleepwear and accessories
BREADTOP
This year, Breadtop launched a stunning new Breadtop x Snoopy Lava Custard mooncake gift set inspired by Space and Adventure. The set features a space-themed, lantern shaped gift box containing six mini lava custard mooncakes.
BUTTER GOODS
Australian streetwear and skate wear brand joined forces with Peanuts launching over 25 pieces across selected stores worldwide.
THE OODIE
The Oodie snuggled up with Snoopy and the Peanuts gang across their wearable blanket range.
GODIVA
Indulge in individually wrapped truffles, perfectly presented in a charming Peanuts pumpkin gift box. Godiva continues to offer the sweetest surprises for Halloween gifting.
ANZ RETAIL PARTNERSHIPS
TYPO/COTTON ON
Typo, through their designs and innovation, bring to life new and exciting products ensuring that there is something special for every Peanuts fan.
OFFICEWORKS
Organise your desk with your favorite Peanuts characters with a range of stationery, notebooks and decorations.
PILLOW TALK
Drift into sleep with a Snoopy range of beach-vibe bedding by Pillow Talk – where the coastal calm meets everyday comfort.
THE WAREHOUSE
PETER ALEXANDER
Peter Alexander continues to deliver elevated collections of sleepwear and loungewear, crafted to bring comfort and style to Peanuts fans.
Tis’ the season with Peanuts at TWS featuring a delightful assortment of festive homewares, stationery, apparel and bespoke t-shirts – perfect for celebrating Christmas in style.
ANZ LICENSEE PARTNERSHIPS
DESIGNWORKS
Designworks continues to offer a diverse range of Peanuts t-shirts, apparel and sleepwear, available at all major retailers from baby to ladies.
HEADSTART
Coming soon: Innovative plush by Headstart, featuring a variety of unique looks and tactile feels with the Peanuts gang.
AESTHETIK KIDS
Aesthetik Kids will transform your child’s bedroom with a co- ordinated range of Peanuts-themed racks, beds and macron chairs, designed for comfort and style.
TWINKLE GLORY
Twinkle Glory is delighting Snoopy fans with a selection of mochi in 6 unique flavours along with tasty potato sticks in a handy cup.
DOG YOG
Dog Yog’s Snoopy range offers a variety of flavours such as Apple Pie and Doughnut & Birthday Cake, and is an absolute hit with pooches across all ages.
ALEX LOVES COLOUR
Bringing colour to life in salons with fun textured Peanuts-themed hair foils
COSPLAY
Cosplay OzAnimart presents Wooderful life’s thoughtfully curated gift range, from enchanting Peanuts music boxes to collectible bobbleheads - range coming soon.
JASNOR
Jasnor proudly distributes a handpicked range of Peanuts gift products from brands such as Aurora, Grupo Erik and Blue Sky servicing major retailers and independent retailers.
AS WORN BY
As Worn By introduces a body and quirky range of boxer shorts with fun, fresh Peanuts designs available at selected retailers.
AUSTRALIA POST
In celebration of the 75th Anniversary of Peanuts, Australia Post releases 9 exclusive themed stamps in an elegant housed high quality presentation folder.
LICENSING ESSENTIALS
This Christmas, Licensing Essentials brings Snoopy and friends to supermarkets with a specially selected range of homeware and gift products perfect for the festive season.
ENGELITE
Through independent retailers, Engelite unveils a stylish and coordinated range of Peanuts accessories—featuring umbrellas, hats, and backpacks designed to elevate everyday fashion.
SHOWTIME
The Take Care with Peanuts eco activation gives the opportunity for fans to plant their own seedlings and learn about gardening and caring for the planet.
HOT TOPIC
Hot Topic continues to make meal times fun this Christmas with Peanuts festive themed tableware and decorations at The Warehouse.
PR AND MEDIA
Since partnering with Rocket Comms, a Sydney based marketing and PR agency, Peanuts socials targeting the Australian market have delivered over 64 million in reach and 69 million impressions across 174 dark posts. On average, this equates to 2 million people reached every month - representing a consistent and significant uplift in brand visibility for Peanuts in the Australian market. These social posts vary in theme, whether it be brand messaging, celebrations (like festive seasons) or supporting licensee launches.
In addition, Rocket Comms supports Peanuts licensees with influencer campaigns by engaging creators, who are also fans of Snoopy and friends, sharing new products to amplify launches for licensee ranges in the market.
