Licensing World May 2025

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The months ahead are absolutely bursting at the seams with blockbuster movies and big-budget TV shows following the disruption of 2023/24, meaning kids and families, as well as major toy and game licensees, will be spoiled for choice both in terms of entertainment and consumer products. Toy World’s Rachael Simpson-Jones sums up what’s on the horizon in what is shaping up to be a very big year indeed.

WWhen the SAG-AFTRA (Screen Actors Guild – American Federation of Television and Radio Artists) went on strike over a labour dispute with the Alliance of Motion Picture and Television Producers (AMPTP) in 2023, it spelled disaster for 2024’s movie and TV slate. Numerous productions were shut down, releases were pushed back, and actors were discouraged from promoting films and shows that had already been made.

Fast forward to 2025 though, and the silver lining to all the disruption is that this year’s slate is packed with family-friendly goodies that will have viewers heading to the cinema (or their front rooms) in their droves, and licensees clamouring to lock down consumer product deals (if they haven’t already).

Let’s get the obvious one out of the way first: Lilo & Stitch. Arriving in cinemas 23rd May, this live-action remake of the beloved 2002 animation looks set to smash box office records. In fact, it’s tipped for such big things that we felt it was only right to partner with our good friends at Disney Consumer Products to produce a dedicated, standalone Stitch supplement alongside this issue. Featuring exclusive insight from the Disney team, plus Q&As and product info on a raft of licensed toys, games and kids’ products, make sure you check it out.

Elsewhere on the big screen, Warner Bros.’ A Minecraft Movie, released in April, looks set to pass the $500m worldwide box office takings milestone for 2025, making

it the first Hollywood blockbuster of the year to do so, having already secured the best domestic debut of the year and the best ever for a video game movie adaptation. And while one must spare a thought for the poor ushers clearing up the aisles post chicken-jockey mayhem, there’s no denying that the film has provided enthusiastic audiences with a ‘unique’ cinema-going experience that’s generated global headlines.

A Minecraft Movie comes hot on the heels of Mojang Studio’s 15th anniversary in 2024. The company continues to celebrate by bringing fans new ways to build on their love of the game. Minecraft Experience: Villager Rescue, an immersive location-based attraction that first debuted in Dallas, Texas, last October, made its UK and European debut on 4th April 2025 at London’s Corner Corner venue. Mojang also has partnered with Netflix to produce a CG-animated Minecraft series, which will introduce an original story with new characters, reflecting the game’s dynamic world in a fresh narrative format.

Summer promises warmer weather, longer days - and even more major movies. June 13th heralds the arrival of another major live-action remake: DreamWorks’ How To Train Your Dragon. Full disclosure, I am a megafan of the original animated franchise and therefore utterly biased… but this absolutely looks glorious. With Dean DeBlois once again in the saddle and John Powell returning with sympathetic adaptations of his emotional orchestral score, plus The Black Phone’s breakthrough star Mason Thames on board as the convention-breaking

Hiccup, existing fans can look forward to a very faithful remake, and new ones a stunning, resonant tale of what it means to choose love and friendship over familial expectations.

Jurassic World Rebirth, from Universal Pictures, roars into cinemas on 2nd July, giving fans of the franchise a comfortably familiar storyline to get their teeth into – you know the drill: dinosaurs, an island, experts and scientists paired with hapless civilians etc. – courtesy of David Koepp, who wrote the first two Jurassic Park Films and has assured audiences that this latest instalment will revisit JP’s core dino DNA. James Gunn’s much-anticipated take on Superman will then fly into cinemas on 9th July, following a hugely positive reaction to the official trailer released in early April. And while the Man of Steel is the hero of the movie, Krypto the Superdog might just be the hero of the toy aisle, if viewer reactions to the adorable white mongrel are anything to go by.

Later in the year, there’s also Universal Pictures’ Wicked: For Good (21st November), which concludes the fantastical story of Glinda (Ariana Grande) and Elphaba (Cynthia Erivo), and 20th Century’s Avatar: Fire and Ash (19th December), the third instalment in James Cameron’s performance-capture CGI epic. Both skew slightly older in terms of consumer product, so expect plenty more in the way of collectibles, figures, apparel and accessories aimed at kidult fans.

On the small screen, we’ve already binged season two of the dystopian Korean gameshow drama Squid Game,

Licensing Focus

while the long-awaited final instalment of Stranger Things and series two of Wednesday will both debut on Netflix this year, though we don’t yet know when. Anticipation for both series is high; they’ve certainly kept audiences waiting long enough. In the case of Stranger Things, the lengthy gaps between series – the first season aired 10 years ago in 2015, would you believe it - have seen the adorable schoolkids become lanky young adults with facial hair and deep voices. Still, the fifth and final season is likely to be a worthy end to a franchise that has been consistently brilliant ever since viewers first entered the Upside Down.

At the younger end of the content spectrum, excitement is growing for the patter of piglet hooves ever since Hasbro announced that pre-school icon Mummy Pig was a pregnant porcine and that Peppa and George are set to become big siblings (piglings?) to a little sister. The Peppa Meets the Baby Cinema Experience, a special, big screen experience that offers “an hour of laughter, tears and loads of heartwarming moments”, will be arriving in more than 2,600 cinemas across 14 countries beginning 30th May 2025 to celebrate the special new arrival, which looks set to rejuvenate this classic property.

The Paw Patrol action, meanwhile, hots up with the new autumn/winter Fire Rescue theme, giving licensees new ways to bring the adventures to kids across figures, play sets and collectibles, while a new series of spin-off Rubble & Crew will also launch this year. Bluey maintains its place as the No. 1 pre-school property following the release of extra-long Easter special The Sign, which tackled big themes and life milestones such as house moves and marriages, and Studio 100’s Vegesaurs will be distributed to family audiences in North America this year. Fans can also look forward to seasonal YouTube specials and a brand-new Vegesaurs immersive experience, which made its debut in Australia in January. 2025 also marks the 10th anniversary of Miraculous - Tales of Ladybug and Cat Noir. Broadcast in over 150 countries, Miraculous will unveil season six in early

2025, with season seven already in production for a 2026 release. And Dora the Explorer turns 25 this year, the same year seasons three and four of the new animation arrive (and a live-action Dora film, Dora & the Search for Sol Dorado, is scheduled to premiere on Paramount+ in 2025 too).

It’s a big year for sport too. Automotive racing enjoys pole position on the grid thanks to F1, a big-budget drama following Brad Pitt’s down-and-out driver as he attempts a comeback within the fast-paced world of Formula 1, while the new-look FIFA World Cup kicks off in the USA on 14th June and the UEFA Champions League on 13th September. In women’s sport, the UEFA Women’s Euro 2025 starts in Switzerland from 2nd July, while closer to home, the 2025-26 Barclays Women’s Super League and Barclays Women’s Championship seasons get underway the weekend of 6th/7th September. There’s also the Women's Rugby World Cup and the Women's Cricket World Cup, if football isn’t your thing. All tournaments will undoubtedly encourage kids to grab a ball of some description and get outside, meaning sports team licensees and outdoor toy specialists will be in for a bumper year – especially if the pleasant weather we’ve enjoyed recently holds out.

In gaming, Stumble Guys continues to make strides by forging great new partnerships, including Scopely’s most recent collaboration with Gen Z and Gen Alpha sensation Skibidi Toilet. Readers can find out all about the studio’s plans for 2025, and how it continues to tap into the Consumer Products space, in the exclusive interview near the start of our Character Licensed Merchandise feature within this issue. Rovio’s Angry Birds is flying high following its celebratory 15th anniversary in 2024 and the launch of its new longform series, Angry Birds Mystery Island, on Amazon Prime and Kids+.

Q&A with the studio behind Talking Tom, Outfit7, to discover more about its plans for the franchise and new Consumer Products partnerships.

It’s also interesting to see how toy brands are positioning themselves within the licensing sector. Doubtless inspired by the success of properties such as Squishmallows and Fuzzballs, Posh Paws’ Kawaii Kuties, Innov8’s Deddy Bears and Libertas Brands’ Fuggler are all eyeballing opportunities to transform from toys to character-led consumer products. Given the success of these ranges to date, and the social media buzz that surrounds them, licensees should certainly consider checking them out.

Looking a little further ahead, Pokémon is preparing to celebrate its 30th anniversary next year. The world’s largest single property, Pokémon has been a huge success at retail this Q1 (sell-out success Prismatic Evolutions has had queues forming outside retailers across the country) and will welcome new content and in-game events across its wide range of video games and apps, new physical trading cards and a raft of toys and collectibles, with fans keener than ever to catch ‘em all.

2026 will also be an exciting year for fans of Warner Bros.’ Wizarding World as Max, the newly branded streaming service for HBO, brings Harry Potter back to life as a TV series. A recent cast announcement revealed that Six-time Emmy and two-time Tony Award-winning actor John Lithgow (most recently seen in Oscar-nominated papal thriller Conclave) is on board to play Hogwarts headmaster Albus Dumbledore, while Nick Frost (Shaun of the Dead, Hot Fuzz, Paul) has big shoes to fill as Hagrid. Tony Award and Golden Globe Award-winning actor Janet McTeer (Me Before You, The Menu) takes on the role of the beloved Minerva McGonagall and Paapa Essiedu (I May Destroy You, Black Mirror) has been cast as Severus

The Talking Tom & Friends franchise, meanwhile, is enjoying huge success in the gaming industry and is now poised for further growth by expanding into television, consumer products and even live entertainment. Talking Tom Heroes: Suddenly Super is a new animated series that offers a new twist on the Talking Tom & Friends universe. Suddenly Super is set to launch on BBC’s CBeebies in the UK later this year, marking a key milestone in the series’ international growth. Look out for this issue’s exclusive

Snape. Although there are a huge number of roles yet to fill – the actor playing He Who Must Not Be Named has, for example, has not yet been named - this is clearly going to be a big-budget adaptation of the books that will offer witches, wizards and muggles alike a new way to immerse themselves in this magical world.

Slated to run over 10 years - the same length of time as the movie franchise - all we can say is when it comes to this series is… wands at the ready.

Licensing World

Think Influence powers the next wave of licensed brands

The next generation of licensed brands is emerging, not from traditional entertainment pipelines but from the immersive, community-driven world of Roblox. With blockbuster games engaging millions of players daily, this ecosystem has become a global IP incubator for everything from collectibles and toys to fashion and experiential products.

At the centre of this transformation is Think Influence, an agency leading the way in connecting high-growth virtual IPs with global brand, licensing and retail opportunities. The agency represents over 100 of the top-performing games on Roblox, collectively reaching more than 350m monthly players across 195 global markets. These titles aren’t just games; they are scalable, transmedia brands with built-in communities and cultural relevance.

Among Think Influence’s newest licensing programmes is Fisch, a game that has captured the imagination of players with its vibrant, oceanic world and character-rich collecting gameplay. Fisch is set to make its retail debut in autumn 2025 through a multi-year toy partnership with PhatMojo. The line includes plush, microfigures and surprise collectibles inspired by the game’s stylised aquatic creatures. The deal follows a global representation agreement covering licensing, promotions and brand collaborations.

Also in-market is Blox Fruits, one of Roblox’s most iconic titles with over 50b lifetime plays. With a global fanbase and major influence across Discord, TikTok and YouTube, Blox Fruits has launched a successful toy line with PhatMojo already at retail. The range includes action figures, plush and collectibles inspired by the game’s characters and powers.

With a client portfolio that includes some of the most-played and culturally relevant games on the platform, Think Influence is uniquely positioned to turn Roblox-native IP into global consumer brands. From building go-tomarket strategies to managing multi-category licensing rollouts, the agency works hand-in-hand with developers and creators to scale their IP beyond the screen.

Among Think Influence’s top creator clients are CSapphire and WhoseTrade, two of Roblox’s most influential names redefining what it means to build creator-led brands. CSapphire, Roblox’s leading female digital fashion designer, was the inaugural winner of the British Fashion Council’s Metaverse Design Award and has designed collections for Gucci, Blackpink, Olivia Rodrigo, L'Oréal Professionnel Paris and Heidi Klum’s Modelverse. Licensing programmes across fashion, accessories and lifestyle categories are underway.

WhoseTrade, the platform’s leading male fashion creator, has collaborated with top brands including Adidas and Hugo Boss on limited-edition avatar wearables. In a historic moment for digital fashion, his Adidas x WhoseTrade Diamond Chain necklace sold for 2m Robux (around $20,000), making it the most expensive UGC item in Roblox history. He has created and sold over 40m virtual items to date.

From toys already on shelves to upcoming licensing rollouts and digital integrations, Think Influence is shaping the future of consumer products by transforming digital-first hits into global entertainment brands.

Smiffys announces new collaboration with Dr Seuss

Smiffys has announced a new licensing agreement with Dr. Seuss Enterprises that will see it create an officially licensed costume collection inspired by beloved Dr. Seuss stories. This collaboration will bring to life some of the most iconic characters from the legendary author’s books, including How the Grinch Stole Christmas! and The Cat in the Hat.

As a trusted name in the costume industry, Smiffys is renowned for delivering high-quality, innovative and fun designs to customers worldwide. Thanks to this partnership, fans of Dr. Seuss can step into the whimsical world of their favourite stories with officially licensed costumes perfect for World Book Day, seasonal celebrations and themed parties.

“We are absolutely delighted to collaborate with Dr. Seuss Enterprises on this fantastic collection,” said Dominique Peckett, director at Smiffys. “Dr. Seuss books have inspired generations with their imaginative storytelling and unforgettable characters. We look forward to bringing this magic to life through our costumes, allowing fans of all ages to embrace the playful spirit of Dr. Seuss.”

The collection will feature a range of costumes based on Dr. Seuss’s timeless characters, from iconic, mischievous Grinch costumes to the unmistakable red-and-white striped hat of The Cat in the Hat. Each design will capture the essence of the original illustrations, staying true to the nostalgic charm that has made Dr. Seuss a household name.

The officially licensed Dr. Seuss collection is set to launch later this year with costumes for adults and children. The range will be available for purchase through Smiffys’ global distribution network, including independent retailers, online platforms and specialty costume shops.

Smiffys’ Dr Suess collection with be available in the United Kingdom, Ireland, France, Netherlands, Belgium, Germany, Austria, Switzerland, Spain, Portugal, Poland, Croatia, Czech Republic, Lithuania, Romania, Bulgaria, Slovakia, Slovenia, Sweden, Finland, Denmark, Norway, United Arab Emirates, Iceland and Italy.

For more information and enquiries, please contact sales@smiffys.com or visit smiffystrade.com

Mattel and WWE renew global licensing partnership

Mattel and WWE have announced a multi-year extension to their global licensing agreement which sees Mattel continue to produce a wide range of WWE products, including action figures and accessories, playsets, role play items, vehicles and vehicle accessories.

Mattel and WWE have partnered to deliver a dynamic and diverse lineup of toys since 2010, now sold in over 50 markets worldwide. Mattel’s WWE action figures have consistently ranked among the Top 10 properties in the US action figure category, with the WWE Main Event Action Figure Series being the longest-running continuous action figure assortment in history. The multi-year extension comes at a time of continued international expansion for WWE through its new partnership with Netflix. Monday Night Raw launched on the US streaming service in January 2025, with all WWE programming and Premium Live Events also becoming available on Netflix across many international markets.

“Our longstanding partnership with WWE has resulted in some of the most celebrated action figures in the industry,” said Josh Silverman, chief franchise officer at Mattel. “As we extend this agreement, we are committed to delivering authentic, high-quality products that capture the energy and larger-than-life personalities of WWE for fans across the globe.”

“WWE’s relationship with Mattel has been a cornerstone of our consumer products strategy for 15 years,” said Alex Varga, co-head of Revenue at WWE. “Extending this collaboration will allow us to continue offering products that bring our WWE superstars and their stories to life for our global fanbase.”

Mattel’s current offering of WWE products can be found online at shop. mattel.com and in select retailers globally. The Mattel sales team can be reached at 01628 500 000.

SEASON 4&5

AVAILABLE IN 2026

Hot

Properties

The Science Museum The Science Museum Group licensing@sciencemuseum.ac.uk

The Science Museum Group is the world’s leading alliance of science museums and is a pioneer in helping children learn about science through play, welcoming over five million visitors to its museums each year. In its mission to inspire the scientists of tomorrow, the Group launched its first ever licensed stage production last year, Science Museum: The Live Stage Show, which played to enthusiastic audiences across the UK.

The Science Museum has a long history of engaging children with science through play, from the first Children’s Gallery in 1931 to today’s popular, interactive Wonderlab galleries at the Science Museum in London, the National Science and Media Museum in Bradford and at the National Railway Museum in York. Extending that experience beyond the walls of the museums, Science Museum: The Live Stage Show is based around the hands-on experiments and spectacular demos that are the hallmarks of the Wonderlab galleries. Bringing all the thrill from the museums to theatres around the country, the high-octane live show, presented in partnership with Mark Thompson Productions, is currently on the road again until October this year.

Having unveiled its official STEM (Science, Technology, Engineering and Maths) badge last summer, the Science Museum Group is co ntinuing to seek out partners to roll out the badge across more interactive science products. As a STEM ambassador, the Group’s STEM badge offers a mark of quality assurance for sciencebased products, highlighting toys and games that encourage learning through play. The licensing team is keen to establish mutually beneficial partnerships with licensees to create STEM badge-approved products which communicate the science learning in an engaging way.

The first lighting product bearing the STEM badge is the 3” Mini Plasma Ball from licensee partner Funtime Gifts, which is available in WHSmith and Waterstone’s and was launched in October. The full range of products launched early this year and includes other lighting products and new materials science toys, such as slime and putty. The Science Museum Group’s licensing team has worked closely with Funtime Gifts to tease out the scientific principles of each product in the STEM badge packaging. The new lighting range includes eight new products: the Plasma Ball in five different sizes, up to a 14” design, the Fibre Optic Lamp, the Tornado Lamp, the Energy Stick, the Infinity Mirror, the Volcano Lamp, the Night Sky Projector and the Sunlight Jar. The Science Museum Group is keen to collaborate with toys and games creators on licensing agreements that benefit both parties, helping the Group inspire and educate new audiences, while licensees can work with one of the UK’s most-loved and trusted educational institutions. Potential licensees who are interested in working with the Science Museum Group are encouraged to contact the team.

Softlings Universe PMS International

jcostimouyia@pmsplc.com | sales@pmsplc.com

Softlings Universe is a captivating new soft toy character IP that invites both children and kidults into a world where everyday objects transform into playful plush companions, designed to deliver an enchanting experience for all. With a keen eye for detail and a passion for creativity, Softlings Universe brings everyday items to life in the most charming and huggable way. Taking inspiration from the tremendous ongoing success of Softlings Foodies, which made its debut in 2024, Softlings Universe is swiftly gaining momentum, captivating consumers with its vibrant appeal. Softlings Universe offers a diverse range of characters, each with its own unique personality, bringing playful and innovative designs to life through school items, home products, musical instruments, building products, sport gear, gadgets and more. The core target audience is as diverse as the brand itself. Appealing to both children and adults, this range transcends age boundaries, creating a unique and engaging experience for everyone.

With over 50 Kawaii-inspired styles to choose from, Softlings Universe's range has been created to captivate anyone seeking a fun addition to their plush toy collection, looking for a unique gift, or a quirky twist to their home decor. Each meticulously crafted plush toy boasts intricate designs and utilises sumptuously soft, premium fabrics, rendering them not only durable but also exuding enduring charm. Available in various sizes and pack quantities, including 16cm for on-the-go fun, 27cm snuggle buddies and 12cm clip-on options for stylish accessorising, Softlings Universe offers an option for every preference and occasion.

Future plans for the brand include the introduction of new ranges, category extensions, engaging marketing activities and collaborations that will elevate the brand's visibility and engagement with consumers.

With a commitment to delivering trendsetting toys of the highest quality, diversity and affordability, PMS International aims to establish Softlings Universe as a leading brand in the industry.

Vegesaurs Studio 100 www.studio100media.com

Vegesaurs is a fresh and funny animated series for pre-schoolers, serving up laughter, learning and action in every five-minute episode. Set in a vibrant, prehistoric world, the series features food-based dinosaur characters led by Ginger, a cute Tricarrotops, and her Pea-Rex friends. Together, they embark on playful adventures that encourage positive social behaviour, curiosity and healthy eating habits in a comedy-action format perfectly tailored to young audiences.

Developed by Cheeky Little Media in association with ABC Australia, France TV and Studio 100 International, Vegesaurs has become a global success story. With three seasons already launched and two more in production for 2026 (each with 20 episodes), the brand has gained strong traction worldwide. The series is currently sold to more than 70 territories with recent airings in France, the UK, Australia, Canada, China and Hong Kong - and more to come across Europe and Asia.

Vegesaurs is the No. 2 commissioned animation show on ABC (Australia) and has racked up over 48m views on BBC iPlayer, where it regularly ranks in the Top 10 of kids’ shows, and continues to see strong performance on CBeebies, France TV and YLE in Finland. This success is matched by its expansive digital presence, with millions of views across YouTube, TikTok and other social media platforms and robust support from broadcasters such as the BBC and ABC via apps, games and interactive web content.

On the licensing side, Vegesaurs is powered by a dynamic portfolio of international partners: Epic Story Toys (master toy partner), Macmillan (publishing), Globetrade (toys & plush), Immediate Media (magazines), L-Founders (retail loyalty) and iLove Snacks (healthy snacks). The brand’s standout retail campaigns include a major Lidl loyalty activation across Austria, Spain and Denmark—winner of the Bologna Licensing Award 2024 for Best Promotion/Loyalty Campaign.

This year promises even more excitement for the brand. The US launch via PBS member stations and streaming on PBS Passport will introduce Vegesaurs to families in key markets in North America. Meanwhile, fans can look forward to continuously released seasonal YouTube specials and a brand-new immersive experience, which made its debut in Australia in January. This interactive experience is also set to expand into other international territories, bringing the world of Vegesaurs to fans around the globe in a whole new way.

Kawaii Kuties Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk | Lshipman@poshpawsinternational.co.uk

Posh Paws launched its trend-led Kawaii Kuties plush brand in the spring of 2024 to unprecedented demand from both retailers and consumers in the UK, and this has quickly spread across the globe with strong international listings, establishing the brand as one of the hottest new plush ranges at retail.

Inspired by the growth of Japanese products and designs, Posh Paws has invested significant resources in designing and developing a fantastic product range of collectible plush, bag clips, blind bags, keychains, pocket money gifts and many more new products coming through for 2025 and beyond, to meet global demand for this trending brand and to continue bringing newness to the market.

The Kawaii Kuties characters that Posh Paws has brought to life with its adorable artwork and play patterns focus on the hottest trending animals, like Axolotls and Capybaras, as well as animals that are famous within kawaii and Japanese culture like Lucky Cats, Shibu Inu Dogs, Japanese Tanuki Dogs, Pandas, Penguins, Turtles and many more. These characters, the new ones being released and the kawaii-inspired style guide that Posh Paws has created, allow the brand to be applied to new product categories across apparel & accessories, stationery, arts & crafts, homeware, beauty and many more.

The first licensed Kawaii Kuties that Posh Paws has developed are its Kawaii Kuties Swizzels Squash’alotls which come in a variety of eye-catching colours to match the flavoured Swizzels Squashies sweets that they are holding. This new licensed collaboration highlights how Posh Paws has combined its trending brand and character with one of the UK’s most popular sweet brands and how different product categories can be successfully brought together for the Kawaii Kuties brand.

Posh Paws invested heavily in the launch of Kawaii Kuties with a digital marketing campaign targeting TikTok and META platforms and collaborating with leading teen and family TikTok influencers to create fun and engaging content that reached over 12.5m consumers, generating a buzz for the brand. Posh Paws will be investing in more digital advertising and influencer campaigns to maintain the brand's position among fans and reach new audiences, as well as invest in in-store point of sale to create stand-out Kawaii product displays.

Mojo Swoptops Blue Zoo karen.mcnally@blue-zoo.co.uk

Blue Zoo Licensing is introducing its new pre-school show, Mojo Swoptops, to international markets at Licensing Expo 2025. A coproduction between Tararaboom and Blue Zoo Productions, this action-adventure buddy show (52x11) combines the thrill of vehicles with magical transformations. It follows Mojo and best friend Bo as they solve problems in the vibrant town of Swoppiton using limitless Swoptops.

Based on the original Ladybird book series by Cindy Black and Rich Ward, publishing and toy discussions are underway with further categories being explored to launch from 2025.

The show launched in the UK on CBeebies in early October 2024 and has gone on to be a weekly top 10-rated show as well as a firm fan favourite. Confirmed international broadcasters include ABC, RTE, HOP, TVO, SVT, NRK, DR, YLE, TV3, Knowledge, Ketnet and S4C. Roll out on international platforms begins Q2 2025. Blue Zoo, working in partnership with Aardman Distribution, will be announcing more broadcast platforms in the near future.

Blue Zoo Digital, the team which has built the internationally renowned Blocks Universe IP from zero to 15.2b YouTube views, 872m watch hours and an impressive 30m subscribers across all Blocks channels in the space of three short years, will be responsible for the digital offering for Mojo Swoptops. The series launched simultaneously across YouTube and I iPlayer with ancillary content in development. Exclusive content, paid apps, music and digital first exclusives as well as a rigorous social media presence will ensure optimum reach amongst fans worldwide, building a solid foundation to sustain the planned consumer products programme. Discussions are ongoing for toys, remote control, publishing, apparel, arts and crafts and a host of other categories.

Blue Zoo believes in the potential of Mojo Swoptops and is confident that the international launches will match the success of the UK broadcast and capture the hearts and minds of children and parents alike.

For more information and global licensing enquiries, please contact Karen McNally via the details above.

Licensing Expo Preview

See you in Vegas! Feature

As the Las Vegas Licensing Expo returns to the Mandalay Bay hotel from Tuesday, 20th to Thursday, 22nd May, Toy World caught up with Anna Clarke, SVP of the Global Licensing Group at Informa Markets, to hear all the latest news about the show and how the event will help licensors and licensees mitigate some of the challenges the industry is currently facing.

How is this year's Licensing Expo in Las Vegas shaping up?

We are expecting another fantastic event, and there is a lot of excitement building up as we get ever closer. We have a wonderful lineup of exhibiting brands, speakers and registered attendees from all over the world, covering the broadest set of categories we’ve seen in a long time. We also have some great brands on show for the very first

time, including FC Barcelona, Krispy Kreme Doughnut Corp, Miniso, Roblox, GNC, etc. This will be the largest show floor since pre-Covid, with the return of some major entertainment brands which we’re delighted to welcome back. After the record-breaking engagement and attendance last year, we are anticipating even more networking, deals and connections than ever before. What’s new for the 2025 show?

While there is no official “theme” for this year's event, our focus remains on continuously innovating and improving the experience for all attendees. We are constantly finding new ways to engage visitors, enhance the presence of each category and bring new pavilions to the show floor. This year we are hosting a Sports Pavilion that will showcase seven football clubs and brands, many of whom are exhibiting for the first time. With sports overtaking fashion in sales of licensed merchandise, and the buzz around the next World Cup, this is an exciting moment for sports brands at Expo.

From the standpoint of toys and children’s entertainment, why is Licensing Expo an essential event to attend?

The toy market continues to be a dominant force in licensing, with sales of licensed toys continuing to outperform . Licensing Expo is a reflection of that, with many significant toy brands exhibiting, including Hasbro, Mattel, MGA, Jazwares, Lego, Spin Master, Asmodee, Zuru and NECA. Toy manufacturers and retailers also attend in high numbers, and we’re once again expecting large buying groups from Amazon, Walmart, Target, Toys R Us,

The Entertainer, Macy’s, J.C. Penney, Hot Topic and more. From a children’s entertainment perspective, the show is the perfect time to pursue new partnership and licensing agreements, with many launches due to take place during the week from several different brands - and I’m sure we’ll get a glimpse (somehow!) of the highly anticipated new member of the Peppa Pig family.

Which presentations and activations should visitors look forward to this year?

On the main stage in the License Global Theater, we have a wonderful keynote chaired by Marianne James at Hasbro, who will introduce three retail executives from Miniso, Primark and Walmart, all ready to share their future strategies in Consumer Products. This will be a session not to be missed. We’ll also have the first glimpse of the annual Licensing International study and License Global’s State of the Nation, where visitors will hear what’s trending, from categories to IPs. This year, we’re also launching a new, smaller theatre called The Networking Hub, where attendees can benefit from practical sessions including topics like how to work with licensing agents, the latest trends in China, understanding social media, etc. It’s an excellent new addition. As always, our exhibitors bring lots of activations via their booths, and I’d encourage everyone to take the time to truly walk the show floor and get involved in the many exciting features. I’m also sure we’ll see a few notable celebrities across the three days. Finally, don’t miss the Opening Night Party on May 20 from 7-11pm – it's the perfect opportunity to unwind after a long day and network with other exhibitors and attendees.

Feature Licensing Expo Preview

What else can visitors expect?

I’m sure tariffs will continue to be a hot topic and as such, we’re delighted to introduce a new session into the License Global Theater from 12.45-1.30pm on 20th May, featuring a panel of experts who will help attendees to navigate these challenging and unpredictable times and help them be prepared for whatever comes next.

We’re also excited to see the show floor return of NBCUniversal, Warner Bros. Discovery and MGA amongst others, alongside a roster of over 120 new exhibitors including Calm, GNC, Westinghouse, Krispy Kreme Doughnut Corp, Roblox, FC Barcelona and so many more. We’ll be announcing our Opening Night Party line-up shortly and finalising the various summits happening before the show opens.

How can the show support licensors and licensees, and help them mitigate some of the challenges the sector is facing this year?

Firstly, it’s a great opportunity to talk and network with every facet of the industry, from all major regions of the globe. In fact, 50% of those attending have responsibility for their global licensing strategies and decisions. In times like these, I really don’t think we should underestimate the importance of an industry gathering such as this to help make sense of what’s going on and come together to think up creative solutions and approaches. If visitors can fit sessions into their schedules, I’d highly encourage them to block out time for both theatres and ensure they have the retail keynote and tariffs sessions as top priority in their schedules. I’m sure the Q&A part of both sessions will

touchingbase

be lively, to say the least. Business will also get done, and through our meetings service and online brand directory, it’s a good opportunity to look for new partnerships and new licences, particularly as Expo unveils a lot of new content.

How should attendees prepare for Licensing Expo 2025?

As with any trade show, preparation is key. Attendees should start booking appointments using the Event Planner to schedule meetings and introductions before they arrive. Last year, there was a 24% increase in meetings scheduled and diaries filled up quickly, so early scheduling is crucial. Visitors should research the 5,000+ brands attending, plan their schedule and set clear objectives of what they want to get out of the event. They should mark out the education sessions they want to attend and leave plenty of time to get to them between appointments. A good tip, if they arrive in Vegas before Tuesday morning, is to pop to the Mandalay Bay Convention Center lobby and print their badge to avoid getting stuck in any lines on the busy opening morning.

How will you ensure that this year’s Las Vegas Licensing Expo will be memorable?

In my opinion, Licensing Expo is always memorable for different reasons. This year, the show floor is crammed with new and returning exhibitors and some very exciting new IPs and brands. There is a brand-new theatre packed with practical sessions as well as a highly anticipated retail keynote, which has been requested by many of our attendees for some years now. Once again, we expect a large retail contingent to show up, many of whom will be in the market for new partnerships and licences and many of whom have global purchasing responsibility. Overall, it’s the largest gathering of the licensing industry all year, and what could be more memorable than that?

With Licensing Expo rapidly approaching, licensors tell Toy World how they are overcoming current challenges in licensing and highlight the most exciting brands they will be representing in Vegas.

Simta Sawhney

Senior director Licensing UK & Ireland, South Africa, Israel, Australia & New Zealand at Paramount Consumer Products & Experiences

The licensing landscape has changed so much over the years, and both consumer and retail preferences continue to evolve. As a licensor, there is a need to continually innovate, ensuring alignment with market trends to deliver what it is the consumer wants. Here at Paramount, we have such a wide portfolio of brands, which provides incredible opportunities to do this, whilst in turn ensuring we prioritise those moments that will drive growth.

There’s also a need for flexibility, and by remaining agile, we can pivot more easily, especially when it comes to driving awareness and eyeballs on our brands. Communication channels are more diverse than they have ever been, so we’re staying close to the ground to ensure we’re engaging with the consumer in the right spaces.

Our most exciting property has to be Dora. Whilst this is a new and thrilling brand for pre-schoolers, Dora the Explorer holds a special place in the hearts of many who grew up watching the show in the early 2000s, and this sense of nostalgia for parents leads them to want to share that experience with their children. Dora has been ahead of its time in promoting cultural diversity, and in today’s world, it is more important than ever that we have diversity and inclusive representation in children’s media. The educational elements, along with the timeless adventure, really do make Dora one of the most exciting and inspiring brands around.

We’re looking forward to the Great Dora Fiesta, which will take place in July, coinciding with the release of Season 3 on Nickelodeon and Paramount+. Then, expanded product lines are set to roll out in spring summer 2026.

©2025 & TM Spin Master Ltd. TM & © 2025 CBS. ©2025 Viacom. SpongeBob SquarePants created by Stephen Hillenburg.

Kim Boyd

President,

Global

Hasbro Licensing

touchingbase

Toy & Licensed Consumer Products,

At Hasbro, we’re playing to win by leaning into our biggest strength: our unparalleled brand portfolio. From My Little Pony and Peppa Pig to Transformers, Monopoly, Play-Doh and more, audiences around the world know, trust and love our brands. However, it’s not just about having a wide range of properties; it’s about offering depth and relevance across every demographic, whether it’s infants, pre-schoolers, families, adults, collectors or anyone in between. We’ve seen amazing success with fantasy brands like Magic: The Gathering and Dungeons & Dragons, and it's clear that our extensive IP, which even includes niche brands like Skelanimals, allow us to tap into consumer trends and meet retail demands in a meaningful way. Our approach is deeply rooted in data and insights. We’ve built impressive analytics platforms that help us stay ahead of the curve and quickly adapt to market shifts. It keeps us agile and responsive, so when a new trend pops up, we’re ready to seize the opportunity and deliver on what our fans truly want. We're also committed to creating bold, impactful campaigns. A perfect example of this is the recent Mummy Pig announcement. It was a creative, disruptive moment that sparked massive viral buzz and helped reaffirm the relevance of Peppa Pig in pop culture. Campaigns like this, with just the right amount of risk and heart, are what help our brands stand out in a crowded market and continue to resonate with audiences.

Finally, innovation is at the core of everything we do. We’re making significant investments in our creative team to ensure we can quickly translate global trends into compelling products and experiences. We’re also exploring new business models and pushing the boundaries in product development to keep our brands fresh and exciting. In today’s fast-paced market, it’s about being agile, innovative and bold — and that’s exactly what we’re doing. Without a doubt, this is Peppa Pig’s year. The recent announcement of Mummy Pig's pregnancy has taken the world by storm, igniting a viral wave of excitement across social media and drawing fans of all ages back into the Peppa Pig universe. It’s moments like these that really highlight how far the brand has come, evolving into a true cultural icon. For over two decades, Peppa Pig has formed a deep, emotional connection with audiences around the world – from pre-schoolers to parents and grandparents – spanning generations. The Mummy Pig storyline opens a brand-new chapter, and with it, a whole host of possibilities for storytelling, fan engagement and brand growth. Audiences will follow along as the family jumps in and experiences all of the firsts that come with a new baby, from preparing the nursery to bringing her home.

What’s really exciting about Peppa Pig is that the momentum isn’t just about one viral moment. It’s about the broader cultural impact the brand continues to have. This is a property that keeps growing and evolving through a steady stream of content, whether it’s on broadcast, streaming, on-demand or YouTube. We work with over 1,000 licensees to bring the brand to life in nearly every category imaginable – from toys and apparel to food & beverage, publishing, global experiences, music and promotions. This vast, multiplatform approach ensures Peppa Pig’s success and creates even more opportunities for new audiences to jump in with us.

What excites us most, though, is that Peppa Pig isn’t just resting on its legacy. The brand is always innovating to stay ahead of the curve in the fast-changing world of children’s entertainment. The momentum is undeniable, and we’re just at the beginning of what promises to be an extraordinary next chapter. It’s an incredible time to be part of Peppa Pig's journey. With endless potential for growth, creativity and global impact, I’m confident that the sky’s the limit for this beloved brand.

Julie

Kekwick

Head of Licensing Hardlines, BBC Studios

In today’s attention economy, consumers have more choices than ever. While audience fragmentation presents challenges in reaching target groups effectively, it also creates opportunities for us and our partners. Our strength lies in our ability to connect across multiple touchpoints within our ecosystem. It all starts with world-class content—strong narratives, beautifully crafted visuals, unique positioning and, of course, that all-important X factor.

Earlier this year, YouTube awarded BBC Studios its Diamond Creator Award for surpassing 10m subscribers on Bluey’s YouTube channel. BBC Studios Digital Brands, which commissions and curates digital content across a broad portfolio—including Hey Duggee and Doctor Who— continues to engage audiences at scale. Our brands also rank highly in the UK and on iPlayer streaming charts.

Collaboration is key. Licensing is a team effort built on shared values, and when we work together, real progress happens. Our industry is never without its challenges—supply chain complexities being just one recent example—but the resilience and innovation within this space are remarkable. Ultimately, content creators, broadcasters, licensees, licensors and retailers share a symbiotic relationship. We focus on high-quality partnerships and standout joint marketing efforts, as seen in Bluey collaborations with Lego, Little Tikes, Orchard Toys, World Book Day and Kellogg’s. Award-winning innovations from VTech, Moose Toys and Tomy further showcase the brand’s success.

Looking ahead, there’s much to be excited about—from a high-profile activation in Vegas with one of our top partners to our extended relationship with Disney Cruise Line. And of course, the Bluey movie is set to hit screens in 2027. I’m still just as excited about Bluey as ever. Even though I’ve been involved with licensed product for the show since it first aired in Australia in 2018, it continues to feel fresh and new to me—I never get tired of talking about it.

Bluey continues to transcend age groups—it's like Modern Family for pre-school parents. I’m especially excited for our annual Bluey theme for 2025, Let’s Play Chef. 2026, which aims to bring families together through the joy of food. This initiative includes cookbooks, restaurant partnerships, a new digital series and themed toy launches from Moose Toys, such as Bluey’s Supermarket Playset—a multi-level set with three stories and four play areas.

Additionally, fans can look forward to new merchandise, including Chattermax products and the VTech Bluey Road Trip Playset, making Bluey’s world even more interactive and fun.

For licensing opportunities, please visit our stand – G170

show on The Home of Peppa hours watched on Youtube globally 2 B N

#1 UK

Still to come Mummy Pig reached 12bn Globally with her Pig news

In Cinemas 30th May New Season 11 this Sept. Brand New episodes New partnership

It’s a girl!

Due June 2025

Peppa Pig created by Mark Baker and Neville Astley.

Hasbro

Paramount

lekan.kasali@paramount.com

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Paw Patrol has continued to reign as a top pre-school property for over 11 years. This year, Paramount CP&E, alongside partner Spin Master, has launched a global marketing campaign: To The Rescue, featuring new content, exciting partnerships and retail executions. Fans can also look forward to the third film in the franchise, The Dino Movie, set to premiere in 2026.

Dora is making a grand return with an all-new range of consumer products. The highly anticipated Great Dora Fiesta will take place in July, coinciding with the release of Season 3 on Nickelodeon and Paramount+. Additionally, expanded product lines are set to roll out in spring summer 2026.

Teenage Mutant Ninja Turtles fans can gear up for the launch of Season 2 of Tales of TMNT in Q4, and a second theatrical release is slated for 2026, accompanied by a comprehensive global marketing campaign.

SpongeBob SquarePants continues to thrive, with a new theatrical release scheduled for December. The beloved character will also feature in ongoing core and spin-off series, ensuring fans have plenty to look forward to. The franchise is expanding its presence in the gaming world, particularly on Roblox.

Avatar enthusiasts can anticipate a new theatrical release in January, along with a newly announced series coming in 2027. Paramount CP&E has partnered with Jazwares for a new toy line, and fans can also look forward to engaging with the franchise through gaming and new partnerships like Magic: The Gathering.

Rovio

07514 071 860 | www.rovio.com

IMG Stand G144

The Angry Birds brand is gearing up for a period of new developments. Fuelled by a new strategic partnership and a new animated feature film on the horizon, the birds are perched to take off in the coming year and beyond

This March, it was announced that The Loyal Subjects (TLS) has partnered with Rovio Entertainment, the creators of Angry Birds, as the Master Toy licensee for Angry Birds, with plans to launch a new line of toys, collectibles and plush in 2026. The collaboration, facilitated by IMG Licensing, aims to create products that capture the essence of the franchise, including designs inspired by the original game and an upcoming movie toy line for The Angry Birds Movie 3. These new toys aim to capture the minds of both kids and kidults with high-quality toys and collectibles TLS are known for, and the unforgettable characters and attitude of Angry Birds. Both Angry Birds and TLS share a vision of creativity and engaging play, making this partnership a natural fit.

The Angry Birds Movie 3 is currently in production, with Rovio Entertainment, Sega and Prime Focus Studios collaborating to bring the next installment to life. DNEG Animation is handling the animation, ensuring high-quality visuals and storytelling continuity. Returning to the project are John Rice as director and Thurop Van Orman as screenwriter, alongside the familiar voices of Jason Sudeikis as Red and Josh Gad as Chuck. Given the franchise’s past box office success—grossing over $500m worldwide—this latest film aims to continue its momentum with another engaging adventure.

While more specific details remain under wraps, fans can expect the same high-energy humour, action and heart that have defined previous installments. With the backing of strong creative teams and established partnerships, the production signals a confident step forward for the animated franchise. Angry Birds fans can expect to see a flurry of new licensed products and partnerships around the upcoming movie.

Angry Birds achieved immense popularity as a mobile game, captivating a global audience with its simple yet addictive gameplay and charming characters, and the Angry Birds games continue to lay the foundation for a strong brand identity today, extending beyond digital platforms into various forms of entertainment and merchandise. The widespread recognition and affection for the game's characters translated into widespread interest in Angry Birds products and experiences outside of games.

With an established fanbase and a history of cross-platform engagement, Angry Birds remains an evergreen property. With a partnership with The Loyal Subjects and the upcoming movie release, the brand is venturing into new avenues for product development and market engagement. Retailers can anticipate continued interest in Angry Birds merchandise, driven by existing fans and the introduction of new content.

Pokémon

www.pokemon.com/uk | londonpartnerships@pokemon.com

Stand N180

Pokémon continues to delight its hugely diverse global fanbase, providing new ways for them to engage with the brand whenever and however they want. Pokémon’s constant evolution, while staying true to its original ethos, has helped it maintain its status as the world’s largest single property, while in the UK it is now the No.1 Toy Property in the UK, according to Circana.

The brand’s multi-faceted universe, which encompasses video games, the Pokémon Trading Card Game (TCG), mobile apps, animation, movies, competitive Play! Pokémon events, publishing and a varied range of consumer product, offers existing and prospective partners, from niche to mass market, a broad range of creative and inspiring opportunities.

Pokémon offers a fantastic range of toys, games and collectibles, with something for everyone across diverse lines and price points. In a notable new collaboration, The Lego Group and The Pokémon Company International recently announced a new multi-year partnership that will bring Lego Pokémon to fans for the first time from 2026.

Jazwares’ award-winning toy line continues to thrive, with recent hits including plush, Snorlax and Togepi Squishmallows, and articulated characters. New for 2025, two more lovable Squishmallows – Chancey and Eevee – are now launching at retail. Ravensburger will increase the number of titles in its best-selling Games formats in the autumn, whilst continuing to invest in the Puzzle category offering for both Adults and Kids. Collectors have been well served by The Wand Company, with a series of amazing new Poké Ball die-cast replicas released across 2024, followed by a brand-new Mini Love Ball this year. More launches are due later in 2025. Funko continues to release more of its Pop! figures, with the latest Pokémon available being Dratini, Fidough, Gardevoir, Fuecoco, Gengar and Zorua. More characters are set to follow later this year.

The Pokémon Trading Card Game continues to be hugely popular, helped by dynamic new expansions. Coming at the end of May is Scarlet & Violet—Destined Rivals, which sees the return of the popular Trainer’s Pokémon mechanic, but with a twist, introducing the villainous Team Rocket into the mix. Fans should also watch out for the new Mega Evolution series of expansions, coming soon. Launched last October, the TCG Pocket mobile game has already hit more than 100m downloads. March saw the debut of Shiny Pokémon on the app.

Along with plenty of new content and in-game events across Pokémon’s wide range of video games and apps, fans are eagerly awaiting the launch of Pokémon Legends: Z-A, an ambitious new entry to the Pokémon video game series due for release worldwide on Nintendo Switch and Nintendo Switch 2 later in 2025.

With more vibrant activity planned across the year – including innovative new product releases, creative collaborations and unmissable events – and exciting plans afoot for Pokémon’s 30th anniversary in 2026, this pioneering brand looks set to remain fresh, relevant and leading the way in popular culture.

Stand S212

Squishmallows continues its growth trajectory in 2025, evolving from a plush powerhouse brand into a global lifestyle phenomenon. With top-tier licensed collaborations, cross-category consumer products and over 500 new styles launching in the UK alone, Jazwares has firmly cemented Squishmallows’ status as an industry-leading franchise that reaches far beyond the toy aisle. Since its launch in 2017, Squishmallows has captivated a global fanbase with its ultra-soft feel, charming designs and unique character personalities. Now available in over 60 countries, the brand has surpassed 485m plush sold YTD, dominating as the No.1 plush brand globally. With 14.9b organic social impressions, Squishmallows continues to unite a passionate, multi-generational fanbase and inspire a global wave of collectability and content creation.

Backed by 125+ global licensees, Squishmallows continues its international expansion across fashion, home, stationery, health & beauty, food, footwear and back-to-school. The brand is a top seller across multiple retailers and platforms, with consistent top-ranking SKUs across apparel, home and collectible categories. With a strong affinity among 8–14-year-old girls, Squishmallows is also leading growth in tween lifestyle products.

Licensed collaborations continue to grow in the UK and internationally. Panini’s second sticker album collection launched in January and sold over 400,000 units in its first four weeks, with new trading cards set to arrive this summer. Skinnydip is launching a DTC collection in March with phone cases and accessories, while in Q3, Themed will launch wall décor, and Procos will launch the first Squishmallows party collection.

A Squishmallows takeover of Go Girl magazine hit shelves on 2nd April, featuring a 16-page pull-out and a cover mount from Egmont and Horizon, expanding across the EU with stationery and art & crafts.

In Europe, apparel and lifestyle ranges continue to roll out at major retailers including Name It, Lindex and Smyk. Further category expansion includes The Carat Shop launching jewellery in Q4.

In South Africa, consumer products saw a strong autumn winter 2024 debut, with an extended rollout planned for 2025. Israel will also join the global expansion in autumn winter 2025.

Globally, fans can look forward to the second Puma footwear drop in June, confectionery from Pez, while H&M’s latest Squishmallows range launched in late February, with more to come throughout the summer. Oodie will also debut Squishmallows DTC wearables in September 2025.

BBC Studios

www.bbcstudios.com

Stand N204

With an abundance of new launches and global partnerships, BBC Studios is dedicated to providing fans worldwide with even more ways to immerse themselves in the beloved world of Bluey.

Demand for Bluey toys remains strong. In 2024, Bluey was the No.2 preschool toys character property in the US and the No.2 pre-school toy property in the UK. Further cementing Bluey’s place as one of the most popular toy properties around, BBC Studios recently scooped the 2025 TOTY Award for Licence of the Year.

The highly anticipated Lego Bluey play sets debuted at New York Toy Fair and will launch at retail globally in June. Little Tikes has also introduced outdoor Bluey toys inspired by episodes from the series, including the Bluey Grannies Car Coupe.

BBC Studios is expanding Bluey’s reach with its 2025 Let’s Play Chef campaign, featuring cookbooks, a new digital series and themed toys from Moose Toys, including the multi-level Bluey’s Supermarket Playset, and more.

Brio has recently signed a licence, and additional global toy expansions include Tomy’s new Bluey bath toys, and Vtech’s Bluey Road Trip Playset. Other multi-territory launches include Ravensburger’s Bluey Junior Labyrinth, Carrera’s First Bluey & Bingo racetrack, Asmodee’s Bluey Spot It/ Dobble card game and Winning Moves’ Top Trumps and Guess Who. In EMEA, Lexibook will offer a broad range of products including cameras, arts & crafts, role-play items, musical instruments and audio products.

Latin America licensing growth continues with Candide expanding distribution in Brazil, and the successful lineup of local toy partners including Elka and more. In Mexico, Bluey is the Top Gaining Toy Property of the Year (2024), according to Circana’s 2024 Annual Global Toy Industry Performance Awards. Plus, a new Bluey stage show, Bluey En Vivo – Diversión en Familia, is touring Mexico, with new immersive experiences debuting in Brazil, Peru and Chile, and more to be announced.

In Japan, Bluey toys will hit stores for the first time this autumn, with Takara Tomy distributing Moose Toys’ plush and figurine range. This expansion aligns with BBC Studios’ partnership with TV Tokyo and local agency Phoenixx to introduce a full consumer products programme. Beyond toys, Bluey’s brand continues to expand into apparel and more, with significant global deals in development.

Digital engagement is soaring, with the first season of Bluey Book Reads amassing 75m views, plus a star-studded second season recently launched. Additionally, seven new digital series with over 80 episodes are set for 2025. Bluey Minisodes, as seen on Disney+, are now available on the official Bluey YouTube channel, which recently surpassed 10m subscribers and ranks in the top 1% of all YouTube channels.

Experiential licensing is also thriving. The award-winning Bluey x Camp immersive experience, now open in Houston’s Galleria Mall, is Camp’s fastest-selling experience ever, following successful debuts in Los Angeles, Chicago, New York, Boston and Philadelphia, with more locations to come. Bluey’s World in Brisbane has welcomed its 200,000th visitor since opening in late 2024 and was recognised on Time Magazine’s World’s Greatest Places to Visit list for 2025.

Bluey’s presence onscreen remains strong. The stage production, Bluey’s Big Play, was televised for the first time on ABC Family and ABC iview, while the special episode, The Sign, premiered on CBeebies and BBC iPlayer in the UK. Excitement is also building for Bluey’s first feature film, slated for a global theatrical release in 2027 under Disney, with more details to be revealed soon.

Warner Bros.

020 7984 6116 | www.warnerbros.co.uk

Stand O214

2025 is the year of Superman. Ahead of the hugely anticipated DC Studios film Superman, Warner Bros. Discovery Global Consumer Products has collaborated with key global partners to assemble a dynamic collection that celebrates the hope, optimism and cross-generational appeal of the world’s first Superhero. Countless WBDGCP teams in every market partnered with premier brands – including Funko, Spin Master, Mattel and more, to develop a bright and colourful collection across toys, collectibles, fashion, beauty & health, home decor, kitchenware, licensed publishing and pets.

To complement the tentpole film collection, WBDGCP and its partners will also release new offerings celebrating the enduring legacy of Superman across its core business, featuring classic and much-loved designs and art inspired by Superman as seen in comics, animation, film, TV and more.

From writer/director/producer James Gunn, Superman will arrive in theatres and Imax nationwide on 11th July and internationally from 9th July, distributed by Warner Bros. Pictures.

Having just celebrated its 85th Anniversary, Warner Bros. is offering a diverse and engaging evergreen Batman programme which champions and celebrates the Caped Crusader. This growing and innovative portfolio covers everything from fashion, to home, to costume and even food and beverage.

Warner Bros. is also looking ahead to the highly anticipated movie Supergirl: Woman of Tomorrow, set to release in 2026. Licensing news is still tightly under lock and key, but the company looks to share more on the programmes it has in store for fans of all ages to help them get involved and represent their fandom.

Stand U202

At Licensing Expo Las Vegas 2025, Sega will spotlight its key properties, promising a year of entertainment and licensing experiences to delight fans. This year and for years to come, Sega is committed to building on its legacy of innovative and inspiring franchises, including Sonic the Hedgehog, Persona, Shinobi, Crazy Taxi and more, bringing engaging merchandise, partnerships and activations to fans globally.

The Sonic the Hedgehog brand is central to Sega's licensing strategy, with celebratory campaigns planned for this year and onwards. The upcoming release of Sonic Racing: CrossWorlds video game captures the high-speed action that Sonic embodies, allowing Sega to deliver content and products that will immerse fans worldwide in Sonic's new racing adventure and showcase Sega's dedication to innovation. In support, this year's brand and licensing portfolio is set to bring entertainment experiences, licensed products and more to engage existing and new fans alike during the game's launch.

In 2026, the team will celebrate Sonic's 35th anniversary, with plenty in store for fans to join Sega in celebrating the Blue Blur. Over three decades, Sonic's impact has reached beyond gaming into various media, including film, television, merchandise and more. Sonic's massive appeal continues to drive the brand's success and create opportunities for unique, high-impact licensed products, building on the franchise's rich history.

Following the success of the first three films, Paramount Pictures has announced that a fourth movie, Sonic the Hedgehog 4, will be released on 19th March, 2027. Sega's licensing team is excited by the thriving film franchise and exploring innovative ways to bring the world of Sonic to even more fans.

Sega is reviving several beloved IPs, including Shinobi, Jet Set Radio and Crazy Taxi, to engage existing and new audiences with fresh experiences celebrating Sega's history and future. With transmedia projects underway for iconic franchises like Golden Axe, Shinobi and more, Sega is committed to honouring the franchises that define it and breathing new life into them through games, film, animation and consumer products.

Sega is celebrating another significant milestone with the Persona franchise's 30th anniversary. The Persona brand has solidified itself as one of Sega's top pillars, delivering in-depth, story-driven experiences that forge emotional connections with fans. Recently, Atlus' Metaphor: ReFantazio received global acclaim, earned recognition from respected media outlets and award shows and ranked among Metacritic's top-rated games. Atlus has a long history of making incredible RPG and narrative-based games, and Metaphor, along with upcoming IPs, sets the stage for Sega to stand out in the fantasy genre and broader gaming landscape. The Persona franchise has become one of the most licensable anime titles, allowing Sega and licensees to deliver authentic fan merchandise to consumers globally.

Hasbro Licensing

hasbrobrandpr@hasbro.com

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Following Mummy Pig’s viral pregnancy announcement in February, fans are eagerly awaiting Baby Pig’s debut on 30th May. This moment will be part of the Peppa Meets the Baby Cinema Experience, a special event in partnership with Trafalgar Releasing. The experience, shown in over 2,600 cinemas across 14 countries, will feature 10 new episodes, six original songs and music videos, capturing the joy and anticipation as the family prepares for their new arrival.

Hasbro’s Peppa Pig toys have been fan favourites for years. From 1st June, the family’s evolution will come to life in stores with exclusive Hasbro launches at Walmart (US) and Smyths (UK), followed by wider availability in July.

Over 1,000 partners across categories—from toys and books to fashion, home goods and global experiences—are expanding Peppa’s universe. Character Options will launch a line of toys reflecting the new family of five, including a plush range with Baby Pig, a refreshed Wooden House play set and the brand’s first-ever Whizz Around track set. New releases from Goliath, Wow! Stuff and 8th Wonder will also add excitement, while long-time partners like Tomy and HTI Group are set to debut baby-related products in 2026. There's something for every Peppa fan to celebrate this new era.

For over 40 years, My Little Pony has been a cornerstone of pop culture, and 2025 will be another banner year as the brand celebrates the 15th anniversary of My Little Pony: Friendship is Magic. Hasbro will mark this milestone with new collaborations, including with Ty’s Beanie Bouncers, and there are more surprises in store.

Beyond toys, the brand continues to shine in fashion and lifestyle with recent collabs with Hot Topic, Dolls Kill, Heydude, Miniso, Loungefly and others. In China and rolling out across markets, My Little Pony x Kayou collectible trading cards have become a sensation, with over 2.97b packs sold to date. The brand is also performing well in the collectibles and plush market with dynamic and highly localised releases from Mighty Jaxx and Reesee, catering to nostalgic fans and new generations alike.

Released last year, My Little Pony: Tell Your Tale on YouTube brought fresh storytelling and music, deepening fan engagement. With even more to come in 2026, My Little Pony continues to spread joy, friendship and magic across the globe.

Furby is back and better than ever. After its epic return two years ago, the weird and wacky interactive toys are taking the world by storm once again. The updated line includes classic Furby Furblets and new Furby Minis - collectible and perfect for on-the-go fun, giving Gen Alpha the self-expression it craves.

The brand is expanding its reach with new collaborations, including Furby Cubezzz collectibles with Toy Topic, beauty products from RMS and a range of stationery and accessories from Hunter Price International. Furby is also making waves in fashion with Cakeworthy and Dolls Kill collections, as well as apparel and nightwear with retailers like Asda and Next. Furby continues to evolve and entertain in new ways, and the next phenomenon, landing this autumn and to be revealed at VidCon (June 19-21), will gives fans even more to love.

For over 18 years, Furreal has been a leader in the interactive pet category, captivating kids with lifelike, lovable companions. After its relaunch with Just Play in 2024, Furreal quickly became the No.1 specialty feature plush licence for 2024 and year-to-date 2025.

The brand shows no sign of slowing down, with major award wins, including TOTY nominations and recognition from Good Housekeeping and Toy Insider. New interactive pets like Peanut the Playful Monkey, Daisy the Yoga Goat and GoGo the Walkin’ Pup are quickly becoming fan favorites, and there’s much more in store. With its winning formula of pet care and nurturing play, there are endless opportunities for licensees to get involved.

After more than 30 years, Littlest Pet Shop remains a beloved brand with its quirky, cute and edgy pets. Following its return to retail last year by Basic Fun!, Littlest Pet Shop has teamed up with top distributors like Bandai to launch bobblin’ pets with new characters, packs and play sets across the globe. Littlest Pet Shop closed out 2024 as the No.1 growth property in G10’s Playsets, Dolls & Accessories. And the momentum hasn’t stopped—by January 2025, Littlest Pet Shop cracked the Top 50 Toy List.

The brand continues to thrive with new series and marketing activations that encourage fans to collect and share their pet stories.

Skelanimals beautifully blends nostalgia and edgy charm, making it a standout in Hasbro’s diverse portfolio. This quirky skeletal character brand is tapping into the growing demand for collectible figures, offering personality-driven accessories that are perfect for trendy retailers like Claire’s.

With its combination of fun and attitude, Skelanimals is quickly becoming popular among collectors, cementing its place in the world of nostalgic fandoms.

With the increasing demand for collectible and unique items, Skelanimals offers new opportunities for partners looking to reach a passionate and engaged fanbase. The brand’s quirky charm is perfectly positioned to expand its footprint in the retail space.

Libertas Brands

fugglers@libertasbrands.com

Retail Monster Stand R192, WildBrain CPLG Stand J206

2025 continues to be a year of significant progress for the Fuggler brand. Through its partnership with Blue Zoo Studios, the brand has now launched more than 60 three-five minute episodes of the live-action Fuggler series and over 200 YouTube shorts. New content is continuing to drop throughout 2025, including Fuggler Cops, Road Trip with Fugglers, Fuggler FOMO & the Great Big Button Hole Quizshow and much more.

Fuggler has a broad consumer and fan demographic, appealing to kids and kidults alike, with the brand skewing 60% female. The Fuggler TikTok account has seen its followers increase by +470% in the first half of 2025 and, to date, has over 700m UGC views and likes. Across YouTube, TikTok and Instagram, Fuggler’s official social media accounts now have more than 650k followers (+160% YoY) with an active and engaged fan base.

Fuggler successfully launched in multiple markets in 2024 and through spring-summer 2025 via its partnership with global master plush toy partner Zuru, and by the end of 2025, Fuggler will be available in over 45 markets in a multitude of key retailers, including Walmart, Target, Kroger, Tesco, Smyths, Amazon, ECI, 5Below, Kmart and many more retailers around the globe.

2025 will see the global rollout of various collaborations. Alongside the Gremlins x Fuggler range (which arrived in the UK in November 2024) and rolls out internationally in the second half of 2025, the DC Comics x Fuggler will launch alongside the Lord of the Rings x Fuggler collaboration. The core Fuggler range will benefit from the continued rollout of New Fuggs on the Block: Hairy Fuggs, Gold Fuggs, Love Fuggs, Vacay Vibes Fuggs, Baby Fuggs Series 3 and 4, and Keyring Fugglers Series 4 and 5. Many more new themes will be announced later in the year.

Alongside Zuru, existing licensees continue to launch and expand, along with many new licensees bringing products to market throughout 2025, including PMI Kids World (collectibles figurines/keychains and mobile phone holders), Poetic Brands (apparel, footwear and accessories), Difuzed (apparel, footwear, luggage & accessories), The Jacob Company (apparel, footwear, bags and accessories) Sinco Pets (pet toys), Hunter Price (stationery & novelty), Rainbow Productions (walk around costume characters), Spirit (costumes), Surreal Entertainment (gifting/homewares/stationery), Trends International (posters and stickers), Themed.co.uk (wall decor), Pogo (print on demand), Lake Press (publishing), Iconix (apparel, footwear and accessories) and Tibles (digital trading cards). Dozens of additional licensees across various categories are currently under negotiation across the UK & Ireland, USA, Canada, China, Japan, South Korea, ANZ and many other markets.

The Fuggler brand is represented around the world by various partners: Retail Monster for the US and Canada, Haven Global for Australia and New Zealand, Creative Minds for Japan, Future of Play for China, Hong Kong and Taiwan, and, for the rest of the world, WildBrain CPLG. Libertas Brands oversees licensing for the UK & Ireland.

Innov8 Academy (353) 8310 53017 | www.deddybears.com | gavin@innov8academy.com

Stand H226

Innov8 Academy will be present in Vegas to showcase its expansive Deddy Bears collection and take on new licensees for the brand.

In an industry driven by originality and emotional connection, Deddy Bears is making waves. These creepy, cute plush characters arrive in their own coffins, complete with death certificates and are winning over fans who love their gothic charm and collectible appeal.

Created by Innov8 Creative Academy, Deddy Bears is a licensing-ready concept with storytelling at its core. Each Deddy Bear has its own twisted backstory, designed to appeal to a mass market which includes kids, tweens, those young at heart and collectors who love all things creepy, cute. It’s a bold take on plush, and response from both retailers and fans has been electric with the brand growing a devoted fanbase and winning an award for Collectible of the Year at this year's New York Toy of the Year (TOTY) awards.

Deddy Bears represents the kind of niche meets mainstream crossover that licensees are looking for, a distinct IP with personality, collectability and crosscategory potential. The brand has over a dozen licensees in North America, two global deals, apparel and soft lines. Conversations continue with new partners to expand the Deddy Bears offering. As the brand continues to grow in popularity, Innov8 is eager to partner with passionate and innovative companies that share its excitement to disrupt the market.

Deddy Bears has already started building buzz among fans who are looking to collect all

share their collections actively through social media.

Deddy Bears in each series and

Spots on! Brand Profile Miraculous goes super

As the Miraculous franchise celebrates its 10th anniversary, Toy World caught up with Luca Bonecchi, VP of Licensing for Europe at Miraculous Corp, to discuss upcoming partnerships and product launches, and how the brand will be expanding beyond animation and retail to engage with fans in new and diverse ways.

Miraculous is celebrating its 10th anniversary this year. What do you believe has contributed to its lasting success?

Miraculous has thrived over the past decade thanks to its captivating storytelling and visually stunning animation that continues to thrill audiences of all ages. The series' wide accessibility on major global platforms, including Disney Channel, Disney+ and Netflix, as well as top-tier local broadcasters including TF1 in France, BBC in the UK, Neox in Spain, Super! in Italy and Puls in Poland, has helped us reach millions of devoted fans worldwide. Our success is further amplified by the strong relationships we’ve cultivated with top-tier licensing partners. This year, we are thrilled to launch season six, in which Marinette/Ladybug, Guardian of the Miraculous, has assembled a new team of Miraculous holders to fight by her side against a formidable new foe. Our characters have grown and evolved, and the storyline weaves together themes of courage, self-belief, romance and the delicate balance of secrets and deception among friends, ensuring Miraculous remains as engaging and emotionally rich as ever.

Which upcoming partnerships or product launches excite you the most?

Our global toy partner, Playmates Toys, is launching a 2025 toy line, including the Miraculous Ladybug 10th Anniversary Limited-Edition Collector Doll—a beautifully crafted 10.5-inch figure that embodies Ladybug’s heroic

spirit - as well as a collectible line, the Miraculous Box

Stack Shack Surprise. In Europe, the new collection will be distributed by Bandai, Toy Partner, Orbico, and Maki, among others. In addition, Playmobil will release six new play sets in its distinctive style this summer, including the T&S Boulangerie, the bakery owned by Marinette’s parents, where she often helps out.

In global publishing, Insight Editions is launching the Official Miraculous Cookbook in July, while Kodansha will release the Complete Manga Omnibus for holiday 2025, featuring all three best-selling manga volumes. Meanwhile, our European magazine partner, Blue Ocean, is introducing an extensive collectible sticker album, and Aldi’s Book “n” App promotions have been a hit, with last year’s Dress & Color Me book and this year’s sticker book both becoming the top-performing titles in their format and target audience. In France, Hachette will debut episode adaptations from season six of the series in April as part of its Hachette Bibliothèque Rose line. Under a new multiyear agreement with Anaya, adapted and translated titles from this line will be released in Spain, and in Poland, HarperCollins Polska is gearing up to release three unique titles this year.

In cosplay, Rubies is unveiling a new-look costume across Europe inspired by season six’s updated superhero designs, and in the fashion arena, LPP, our Polish apparel partner, is rolling out an exclusive retail collection in 19 countries across Europe this summer.

We are proud to have built strong, lasting relationships with over 200 licensees across Europe and CEE and would like to thank our licensing agents, including Big Picture Licensing and Retail Monster (UK), TF1 (France), CPLG (Germany) and Grupo Planeta (Italy, Spain, and EEC). We continue to enjoy broad retail support, with our products available in major specialty and mass-market stores as well as online.

What plans are in place for the brand’s 10th Anniversary celebrations?

In addition to our anniversary-themed product launches, we’ll be celebrating the brand’s 10th anniversary during the second global Miraculous Day on 28th September 2025. Last year, in Europe, we collaborated with partners including La Grande Récré, Toys Center, Smyths Toys Superstores, Rofu Kinderland, Toys R Us and El Corte Inglés. We are also working with our licensees to release special edition products in Q4, supporting them in their marketing initiatives, and we are working on a few special events for Q3 and Q4 that will offer incredible visibility and fan engagement for the brand that we can’t reveal just yet, along with expansive digital initiatives.

Are there any plans to expand Miraculous beyond animation and merchandise?

Fan engagement is a top priority, and this year we’re amplifying our efforts with Miraculous: Ladybug & Cat Noir Adventure—an immersive attraction with Fever that launches in Mexico City first. In France, we had an impressive Miraculous event in the magnificent Gardens of Château de Versailles last year, which we hope to continue, and we have an ongoing promotion with Air France.

How do you see the Miraculous brand evolving over the next five to ten years?

The future of Miraculous is brighter than ever, driven by a dynamic new leadership team led by CEO Andy Yeatman, with Roz Nowicki spearheading global consumer products strategy and Ashley Depp leading franchise and marketing. The next decade will see the brand expand through new seasons, spin-offs, immersive digital experiences, special TV events and a highly anticipated second animated feature film. This continuous evolution will fuel fresh licensing opportunities, which we will support with a deeper investment in marketing and brand building.

Brand Profile Talking Tom & Friends

Talking Tom Heroes save the day!

The Talking Tom & Friends franchise is enjoying huge success in the gaming industry and is now poised for further growth by expanding into television, consumer products and even live entertainment. Toy World sits down with Luka Okorn, Outfit7’s Senior Lead Licensing expert, to find out more about the new Talking Tom Heroes: Suddenly Super TV series and the products which can be expected from the brand.

What can you tell us about the new TV series Talking Tom Heroes: Suddenly Super?

Talking Tom Heroes: Suddenly Super is an animated series that takes a new twist on the Talking Tom & Friends universe. The series follows Talking Tom and his best friends, Talking Angela, Talking Ben and Talking Hank, who accidentally discover a mysterious device that grants them superpowers, transforming them into a team of superheroes. Set in the vibrant, bustling metropolis of Peak City, the series mixes action and adventure as the characters embark on epic quests, tackle new challenges and face off against villains.

What makes this series unique is that it's not just about having cool powers or saving the day. At its core, it’s about the characters’ journey of self-discovery. Each episode teaches kids valuable lessons about what it means to be a hero, highlighting themes like perseverance, teamwork and using your abilities for the greater good. The show blends humour with important life lessons, making it perfect for young audiences.

Suddenly Super is set to launch on BBC’s CBeebies in the UK later this year, marking a key milestone in the series’ international growth. The series is already live on Cartoonito in Italy and is also expanding to Cartoonito across the Asia-Pacific region, including Southeast Asia, Hong Kong and South Korea. A debut in China through all Youku devices is also on the way. This is just the beginning, and we can’t wait for fans across the world to join us on this exciting superhero adventure.

What new toys will be launched to coincide with the new show, and when will they be available for retailers to stock?

To coincide with the launch of Talking Tom Heroes: Suddenly Super, we’ve partnered with Spider International to create a new toy line that will bring the heroes and their superpowers to life. This premium collection is designed to give fans a chance to bring their favourite heroes into the real world and continue the adventure beyond the screen. The toy line includes action figures, play sets and plush that capture the fun and excitement of the series, whether fans are re-enacting scenes from the series or creating their own superhero stories with their favourite characters.

The toy line will begin rolling out in Q4, starting in Italy and then expanding to key markets including the UK, Spain, Portugal and China. It’s a natural extension of the series and a way for kids to physically interact with the Talking Tom Heroes: Suddenly Super world.

Who do you see as the core audience for the TV show and the toy range?

The Talking Tom Heroes: Suddenly Super series is designed to resonate primarily with kids aged four to seven. While it connects well with pre-school-aged children, it’s also crafted to appeal to slightly older kids. In addition to the show’s core audience, the series also offers something for parents, who can enjoy the fun and positive messages alongside their kids. The toys are designed to engage this demographic, offering kids a way to interact with the characters and extend their experience of the show into their daily lives.

How will Outfit 7 be leveraging its success in the gaming field to approach the toy market? How will you be looking to connect

the toys with fans through the games?

We’ve had tremendous success in mobile gaming and have accumulated over 25b downloads across our Talking Tom & Friends mobile games. While the Talking Tom Heroes: Suddenly Super series is aimed at a different audience, we’re drawing on the experience and knowledge we’ve gained from our mobile games to create a similar sense of fun and engagement in our toys and merchandise.

We’re focused on creating toys that match that same level of excitement, quality and interaction. Our gaming expertise has taught us how to create engaging experiences that capture attention and encourage interaction, and we’re applying this approach to the toy and merchandise space.

How do you see the new TV series and toy range boosting Talking Tom’s presence at retail in the coming months?

The launch of Talking Tom Heroes: Suddenly Super and its toy range presents a fantastic opportunity to capture the hearts of younger audiences, thanks to its action-packed superhero themes and relatable characters. As retailers see the success of the series and the toys among kids, we hope they’ll recognise the broader appeal of the Talking Tom & Friends brand.

To support this, we’re planning to launch a diverse range of products across multiple categories, leveraging the traction of the toy line and series. From live events and publishing to apparel and home products, this classic brand activation comes with a twist: our unique strength lies in fully backing these initiatives through the vast reach of our ‘games universe’, allowing us to truly connect the digital and physical worlds. This should encourage retailers to expand their merchandise offerings to include items that cater to older fans as well—whether it's collectibles, apparel, or other lifestyle products.

Brand Profile Stumble Guys

Stumble Guys strides ahead

In this exclusive Q&A, Yaro Polyanskiy, director of Licensing, Consumer Products Licensing, Stumble Guys, tells Toy World readers how Scopely, the studio behind the gaming sensation, continues to work with licensees to bring toys, merchandise and much more to players across the world.

First of all, how is Stumble Guys performing right now?

Stumble Guys is continuing to engage and delight a massive fanbase, with over 700m downloads worldwide. During the past year, we expanded the game to consoles by launching on PlayStation, Xbox and Nintendo Switch, reaching new audiences unique to each platform and growing brand awareness across the globe. In 2024, we partnered with some of the world's most iconic brands including Teenage Mutant Ninja Turtles, Dungeons & Dragons, MyHero Academia, Barbie and Looney Tunes. These collaborations introduced exciting in-game events and fresh adventures for our players that seamlessly blended these beloved franchises with the Stumble-verse. In 2025, players can expect even more great partnerships, including our most recent collaboration with Gen Z and Gen Alpha sensation Skibidi Toilet. The team at Scopely is committed to always providing the community with new ways to play; we’re constantly developing imaginative game levels, introducing new Stumblers and enhancing the overall look and feel of the game to elevate the player experience.

What are the biggest consumer product licensing opportunities that Stumble Guys offers compared to other games in the same space?

With over 700 playable characters split between different tiers of rarity in our game, Stumble Guys offers a wonderful opportunity for our licensing partners to create product lines with an amazing collectability component. Our master toy partner, PMI, has already released two official global toy series - each featuring unique and beloved Stumblers - which generated significant excitement and engagement among our huge player base. Similarly, our master trading card and sticker partner, Panini, has released two global series showcasing over 200 Stumblers, further fueling fan and collector interest. In addition to characters, the game features over 70 distinct levels and multiple game modes which open endless possibilities for licensees to bring the frenetic, social fun of Stumble Guys into their own consumer product collections.

How have your partnerships with existing licensees evolved over the past 12 months?

Consumer products is still a new area for us. When we launched our licensing programme in May 2023, we had a limited set of assets available for our licensees to create products with - largely because we were caught by surprise by the game’s overwhelming success and demand for physical merchandise! Since then, we’ve been hard at work providing our existing and new partners alike with brand books, style guides, assets for hard lines and soft lines, and any other tools necessary to develop the products. Right now, we’re working on further developing the style guides for soft lines partners, based on the growing interest in the apparel segment. We have also increased the impact of our marketing and communication efforts to support our partners, by introducing geo-targeted in-game announcements for new licensed product launches in a fun, organic way.

What major Stumble Guys product launches should we be most excited about this year?

This spring, together with our master toy partner PMI, we’re launching a new line of collectible figurines with

redeemable codes in the USA, followed later in the year by a line of action figures with redeemable codes that will be launched globally. Each figure will include a code inside the packaging that can be redeemed on the Stumble Guys website for a character that matches the chosen action figure. We’re also incredibly excited to be launching a full spring/summer collection with one of the largest fashion retailers globally, following the success of last year’s limited capsule drop. We’re continuing to expand the apparel category with other regional mass and fashion retailers in Europe, Middle East and Latin America. Additionally, we will be launching the first-ever Stumble Guys licensed activity events in the Middle East, giving players a chance to connect with the Stumble-verse in real life.

Are you looking to expand into new and untapped licensing categories this year?

We’re actively working on expanding our licensed partnerships portfolio, given we have a global presence with toys, collectibles and apparel. Our licensing agents are working on expanding the brand presence regionally; we see a lot of interest coming from back-to-school, secondary toys, fast moving consumer goods and promotional categories.

Throughout the rest of 2025, how will the Stumble Guys game continue to develop and expand?

This year we are marking the 5th anniversary of Stumble Guys, and we’re celebrating in a big way. Players can look forward to new fun levels dropping monthly, exciting thirdparty IP partnerships and, of course, new and exciting Stumblers. With a refreshed look, the game will introduce even more collaborations, deeper storytelling within the Stumble-verse and enhancements to fan-favourite features. Our game is loved by a global community of fans which is highly engaged and always looking forward to enjoying new adventures with friends in the Stumble-verse, sharing them with the world via social media, and even becoming ambassadors and content creators for our brand and game. Their loyalty encourages us to keep listening to our audience and evolving the game based on the experiences they seek. Consumer products add an exciting new dimension to the mix, creating a 360º experience that connects the digital game with the physical world.

DIY KITS

© 2025 Mojang AB. All Rights Reserved. Minecraft, the Minecraft logo, the

Mojang Studios logo and the Creeper logo are trademarks of the Microsoft group of companies.

Funko Pop! is the #1 brand and Bitty Pop is the #6 brand in Action Figures & Accin the last 12 months to February 25. Bitty Pop! sales were up +67% , making it the #3 gainingbrand in AF&Acc in the last 12 months and it continues to grow in 2025. Funko Pop! sales werealso up +18% in the last 2 months in AF&Acc.Source:Circana EU5 Retail Tracker projected, 12 months to Feb 2025, value sales.

BLE Character Licensed Merchandise

PMS International

jcostimouyia@pmsplc.com | sales@pmsplc.com

PMS International has kicked off 2025 on a positive note with the debut of the Positive Potato. As a standout addition to its licensed product portfolio, Positive Potato has quickly emerged as a beacon of creativity and purpose, captivating retailers and consumers alike.

With a proven track record of success in licensing partnerships and an unwavering commitment to quality and affordability, PMS International's collaboration with Positive Potato signifies a significant milestone in its journey. This strategic alliance showcases its ability to identify and nurture emerging trends, bringing captivating products that resonate with both business partners and end consumers to the forefront.

Created by Bex, the talented mind behind HookedByBex, Positive Potato emerged from a profound desire to craft something truly exceptional. Since its hugely successful online launch in July 2022, this endearing character has quickly captivated audiences across the UK with its unique charm and affirming messages. Building on its online success, Positive Potato continues to have a strong impact in the market, seamlessly transitioning to in-store popularity and reaching a wider audience through partnerships with retailers including Hobbycraft, the UK's largest arts and crafts retailer. This remarkable success reaffirms PMS International's dedication to offering captivating and distinctive products to its customers.

Positive Potato features an innovative range of products, from collectible plush dolls exquisitely packaged to charming giftware, elegant tote bags, keychains, mini figures and stylish stationery. With the ongoing development of new products, this licensing collaboration opens a wealth of opportunities for retailers to enhance their store offerings, drive sales and attract customers with its unique appeal.

The ongoing collaboration between PMS International and Positive Potato promises an exciting future, with new product ranges on the horizon. Retailers can look forward to creating a unique in-store experience, spreading positivity and delight to their customers.

Hy-Pro

01582 670 100 | www.zincsports.com

Hy-Pro International has announced a landmark pan-European licensing agreement with FIFA for the highly anticipated 2026 FIFA World Cup, which will be hosted across the United States, Canada and Mexico. This prestigious deal grants Hy-Pro exclusive rights across a wide range of product categories, including footballs, drinkware, bags, goals and accessories. The partnership will kick off with a soft launch in the final quarter of 2025, followed by a full-scale rollout leading up to the tournament’s start in June 2026.

With the tournament expanding to 48 teams and featuring over 100 matches across 39 days, the 2026 FIFA World Cup is set to be the biggest in history. North America is the fastest-growing football market in the world, making the USA, Canada and Mexico the perfect host nations to showcase the world’s most-watched sporting event. With Hy-Pro’s extensive product range, the company is providing a comprehensive one-stop solution to its retail and distribution partners throughout the UK and Europe during what promises to be an unforgettable summer of football.

Hy-Pro’s product lineup will offer fans a chance to engage with the tournament in an immersive way. The collection will combine quality, functionality and official branding to appeal to football lovers of all ages.

The company has also revealed a brand-new collaboration with Marvel, launching a vibrant, superhero-themed sports product range inspired by the legendary Spider-Man and Avengers franchises. This dynamic new line features exclusive editions of Hy-Pro’s best-selling sports equipment, specially designed to capture the energy and spirit of these iconic characters.

Key highlights from the Marvel x Hy-Pro collection include Spider-Man and Avengers-themed footballs (available in sizes 3 and 5), a special set featuring a football, water bottle and pump—ideal for gifting—and a stylish Spider-Man kids' electric scooter. Also joining the lineup is the iconic Zinc Street Glider licensed with SpiderMan, a ride-on product that has already seen over 1m units sold globally.

Crafted with inspiration from Spider-Man’s agility, strength and courage, the range is designed to motivate kids to get active, have fun and feel like superheroes. The collection blends vibrant Marvel artwork with high-performance functionality, making it a standout choice for young fans and sports lovers alike.

BLE Character Licensed Merchandise

ToyTopic

www.toytopic.com | sales@toytopicgroup.com

Building on a very successful 2024, this year, ToyTopic is continuing its growth trajectory with its latest licensed ranges, all available now, covering plush and plush accessories categories. Key licences include Paw Patrol, Peppa Pig, Furby, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Sonic The Hedgehog, Minecraft and Peter Rabbit, as well as several new ones to be announced ahead of Licensing Expo.

From 2.5cm collectible Mini Palzzz plush, up to giant 100cm super soft plush and everything in between, ToyTopic has something for everyone. The company offers exceptional value to customers and consumers alike, whilst keeping the highest of product standards. In addition to core and seasonal plush, ToyTopic’s ranges now include mini collectible plush, snap bracelets, backpacks, 2D cushions and pillow & blanket sets.

The supplier is also looking forward to launching its first non-plush ranges this year, including Make Your Own bath bombs and soaps based on the hugely popular Swizzles confectionery brands, Love Hearts and Squashies. Craft Buddy 020 3417 6565 | www.craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk

After celebrating its 15th birthday in April, Craft Buddy is proud to have acquired an impressive licensing roster and has partnerships with Disney, Marvel, DC, Star Wars, Warner Bros. Discovery, Me To You and LOL, among others. The diverse range of character licensed products launched year-round inspires creativity in crafting enthusiasts of all ages, and the next six months of launches are bursting with products that are easy to make, fun to collect and perfect to gift.

Most recently, the business has signed Care Bears, Dr. Seuss Enterprises, The Grinch and Warner Bros. Discovery’s The Elf, with Crystal Art lines launching for autumn winter 2025. Across the three IPs, a variety of best-selling Crystal Art lines are in development, including Buddies, XL Buddies, Secret Diary, Mega Activity Sets, Canvases, Christmas cards and Hanging Buddies.

Crystal Art Mirror Buddies is an evolution of the popular Buddies range. Sitting on sleek mirror plinths, these designs take showcasing a finished Crystal Art creation to the next level. Launching in eight licensed IPs, fans can find Dobby, Batman, Spiderman, Groot, Harry Potter, LOL Surprise!, Stitch and Grogu in this collectible new format.

There will also be a Crystal Art expansion into Friendship Bracelets, which sees Craft Buddies' second wearable product launch in 2025. The new Crystal Art Friendship Bracelets come in packs of two and have been developed to be worn and shared. They are available across four key licensed SKUs: Frozen, Care Bears, Stitch and Jack & Sally from The Nightmare Before Christmas – perfectly positioned as stocking-fillers for the festive season.

For Christmas 2025, the first Disney Crystal Art Magnetic Advent Calendar has 24 individual fan-favourite Disney characters to crystalise and display on the included framed stand. There are also multi-use magnets for year-round use.

Last month Craft Buddy celebrated its first-ever global launch with the Harry Potter Crystal Art Sticker Album. Developed in-house, this collectible brings the Wizarding World to life through dazzling Crystal Art. The Starter Pack includes a 20-page album featuring 102 stickers and two blind bags containing three stickers each (with additional blind bags available for purchase). As fans craft each sparkling sticker and place them in the album, they embark on a journey through Hogwarts’ most iconic moments.

In March, Craft Buddy launched its first blind bag collection with Disney Crystal Art Pin Badges, a 2-in-1 product combining creativity and style. The reception has been unprecedented and builds upon the ongoing popularity of blind bags, allowing fans to create 6cm pin badges that can be worn or displayed as part of a collection.

Craft Buddy’s best-selling ranges – including Crystal Art Buddies Series 1–4, XL Buddies, Bag Charms, Mega Activity Sets, Diaries & Planners, Cards, Scrolls and Stickers – are available across a wide variety of licensed IPs and will continue to grow with an array of new additions.

BLE Character Licensed Merchandise

Simba Smoby

01274 765 030 | sales@simbasmoby.com

Character brands are at the heart of the Simba Smoby portfolio, with the plush, tech and collectible categories all accounted for.

Since its launch, Jada’s six-inch Street Fighter Deluxe Collector Action Figures have been a smash hit with kid and kidult fans, and the line has extended again this spring, with Cammy, Guile, and Deejay joining existing characters from the video game franchise: Ken Masters, M.Bison, Dhalsim, Ryu, Chun-Li and Fei Long. More new characters are coming soon. Each figure has 25+ points of articulation and comes in an arcade-game-style box, with alternate head, hands and power pose accessories.

Jada’s signature Nano Metal Figure Blind Bags range spans a larger-than-ever range of licences, including new characters to collect from Marvel, Disney and Sonic the Hedgehog. Super-affordable, these blind packed collectibles offer great playability and displayability. In the all-new Marvel Nano Figure Blind Bags range, fans can expect to find a plethora of popular characters, shaped as 1:65 scale metal figures, each highly detailed and measuring around 4cm tall. There’s Captain America, Black Panther, The Hulk and Spider-Man to discover, plus other cool Marvel characters. There’s a new wave of Disney Nano Figure characters, too, bringing more classic characters from the world of Disney.

Casdon

01253 766 411 | www.casdon.com | toys@casdon.com

Casdon, renowned for creating miniature versions of household favourites, is expanding its portfolio with two new licensed ranges set to launch this summer.

Breaking into new territories outside of the traditional pre-school role-play space is a new range in partnership with Build-a-Bear, led by hero product - the Build-A-Bear Stuffing Station, created to bring the magic of the in-store experience home. Unveiled at London Toy Fair earlier this year, the Stuffing Station earned a Hero Toy Award from the British Toy & Hobby Association (BTHA), securing its spot as one of the year’s top toy predictions.

The new Build-A-Bear Stuffing Station by Casdon is aimed at children aged 3+ and helps develop coordination and fine motor skills. The set includes two bears, stuffing, outfits, hearts and birth certificates, allowing children to fill their bears using the push-pump handle, while lights enhance the experience. The Stuffing Station is supported by five other SKUs, including a Shop & Checkout Set, Furtastic Bear & Outfit packs and a Pawfect Adventure Bear Carrier and Furry Friend Car Booster Seat. These sets expand the Casdon Build-a-Bear world, adding hours of role-play fun to the at-home experience. The additional products in the range also allow children to add extra bears to their Casdon family, which they can dress and bring to life.

Staying true to its ethos of ‘Live playfully,’ Casdon is also introducing Heinz to its collection of well-known and loved licences, with products set to hit UK shelves this summer. The new range features six new role-play food toys designed for children aged 2+, including an American Diner Set, Fish & Chips Takeaway Set, All Day Breakfast Set and the Beans and Hoops Make and Play Set. Interactive elements like flip-n-dip sauce pots and the iconic Heinz Tomato Ketchup bottle with surprise squirty sauce offer hands-on fun, while helping children develop motoring and social skills and creativity.

True to Casdon’s signature style, the range is designed in close partnership with Heinz, and mimics real-life food, adding authenticity to play kitchens while encouraging imaginative role-play and early meal prep skills.

Both the Build-a-Bear and Heinz ranges are set to launch this summer, backed by a strategic PR and marketing campaign, including influencer and celebrity partnerships.

BLE Character Licensed Merchandise

Ravensburger

01869 363 830

www.ravensburger.com

Ravensburger builds on its portfolio in 2025 with more than fifteen new properties joining its extensive licensed offering. Among those, the dark and festive fun of Tim Burton’s The Nightmare Before Christmas is set to join the seasonal 2D puzzle offering with a 500-piece Challenge jigsaw. Chart-topping kids' TV favourite Bluey brings her magic to Ravensburger’s classic game series Labyrinth. Bluey Labyrinth Junior invites players to help Bluey and her family find their friends in a maze of moving pathways. This beginner’s edition of the classic game is designed for players aged four years and over. A Bluey My First Puzzles set recently joined the growing 2D puzzle offering from Ravensburger, while fans can also look forward to Bluey Dominos coming in the second half of the year.

Ravensburger expands on its popular and collectible 3D Puzzle Ball series with two new additions to the Pokémon 54-Piece Puzzle Ball range, now with nine to collect in the lineup. Hello Kitty and her friends will also appear in a new dimension this summer, with the introduction of three 54-piece puzzle balls and a 72-piece puzzle ball. These will join the recently launched 2D puzzle offering, which includes both children’s and adult choices. Also coming later this year, the animated series Hello Kitty Super Style is showcased in a dedicated Mini Memory edition.

Winning Moves

020 7298 9515 | www.winningmoves.co.uk sales@winningmoves.co.uk

Winning Moves is working on some brand-new Guess Who? titles for younger board game-loving fans, off the back of the success of its World Football Stars and Super Mario editions of Guess Who, with the Football edition featuring in the UK’s Top 50 games during Q4 peak in 2024.

Bluey continues to be a strong property for retailers, and Winning Moves is launching Bluey Top Trumps and Guess Who? later this year. Fans of Bluey will now be able to explore all their favourite Bluey characters, from Bingo to Muffin and Socks to Mum, in Bluey Guess Who? Bluey Top Trumps will also allow players to battle it out and explore interesting facts and stats on all their favourite Bluey characters.

Now that Peppa Pig is firmly back in the spotlight, it’s the perfect time for Winning Moves to announce the launch of Peppa Pig Guess Who? and Peppa Pig Top Trumps in just a few months’ time. Both games will allow players to compare their favourite characters and moments from this iconic British series. These two new Peppa Pig launches are the perfect portable family fun activities and are great for weekends, school holidays and on-the-go.

With both Peppa Pig and Bluey aimed at a pre-school audience, Winning Moves is expanding its games range to include even the youngest card and board game fans.

BLE Character Licensed Merchandise

Wow! Stuff

07817 273 766 | kaya.leadsford@wowstuff.com

Toy of the Year winner Wow! Stuff is set to make waves once again with the latest addition to its new Puppetronics category. In the lead-up to Universal Pictures’ liveaction reimagining of DreamWorks Animation’s How to Train Your Dragon, trailblazing Wow! Stuff drives innovation by bringing the beloved movie character to fans, with the launch of the hotly anticipated Toothless Puppetronic by RealFX. As with all Puppetronics by RealFX, Toothless looks real, feels real and sounds real, and offers fans the chance to train their very own Night Fury at home.

Developed by the award-winning innovation team at Wow! Stuff, this Puppetronic breaks new barriers with innovation and reimagines Toothless like never before. Combining traditional puppetry with cutting-edge electronics, the Toothless Puppetronic by RealFX features over 50 character sound effects, responsive touch and motion sensors and Toothless’s signature plasma blast of blue flame. The result is an experience that feels pulled straight from the screen and will be sure to wow fans. The interactive Puppetronic lets users control Toothless’ movements, expressions and his iconic plasma blast. With just a simple motion, Toothless ‘breathes fire’ through his mouth and nose using a safe and mesmerising light-up smoke effect.

Launching in retail in late April, the Toothless Puppetronic by RealFX arrives in time to build excitement for the stunning live-action re-imagining of How to Train Your Dragon, landing in cinemas June 2025. It adds to Wow! Stuff’s growing Puppetronics by RealFX collection, which includes a great range of best-selling characters, including Disney’s Stitch, Disney’s Angel, Jurassic World’s Baby Blue and Jurassic World’s Baby T-Rex.

Funko

www.funko.com | newtradeenquiries.emea@funko.com

Funko is partnering with Marvel to produce a wide range of releases which celebrate and bring fans a diverse array of products inspired by the worlds of Marvel. To celebrate the highly anticipated release of Marvel Studios’ Thunderbolts, which hits cinema screens across the globe this month, Funko has released a new line of its iconic Pop! vinyl figures inspired by the film. These Pop! figures are a perfect addition to any fan’s collection, bringing some of the film's most exciting characters into the evergrowing world of Funko Pop!

Each Pop! Thunderbolts figure has been carefully crafted to capture the look and personalities of the standout characters from Marvel Studios’ Thunderbolts. Fans can now add Pop! Yelena Belova, Pop! Red Guardian, Pop! Bucky Barnes, Pop! John F. Walker and Pop! Sentry to their Marvel collections.

Perfect for both seasoned collectors and those looking to start their collections, each Pop! Thunderbolts collectible features the iconic oversized head and intricate detailing that fans have come to know and love about Funko’s Pop! vinyl range. Each character has been meticulously designed with film-themed costumes and dynamic poses that help bring the Thunderbolts to life in collectible form. Whether fans are drawn to the mischievous spirit of Pop! Yelena Belova or the towering presence of Pop! Red Guardian, these figures capture the essence of each character in a way that’s both fun and collectible.

Funko has a long-standing partnership with Marvel as a licensing partner, which has produced some of the company’s most popular Pop! figures, including Pop! Spider-Man, Pop! Captain America and Pop! Hulk, as well as Pop! Deadpool and Pop! Wolverine.

BLE Character Licensed Merchandise

Hornby (Scalextric)

01843 233 500 | www.uk.scalextric.com

sales@hornby.com

Scalextric continues to expand its licensed range, following the success of its Back to the Future set. This year, the brand is bringing blockbuster action and classic nostalgia to the track with the all-new Fast & Furious Hot Laps set and two legendary vehicles from Captain Scarlet.

Users will be able to experience the adrenalinefuelled excitement of Fast & Furious with the new Scalextric Fast & Furious Hot Laps set. This new release puts two of the franchise’s most iconic cars— Dom Toretto’s Dodge Charger and Brian O’Conner’s Toyota Supra—head-to-head on the track, delivering high-speed racing straight from the big screen.

Bringing a fresh twist to slot racing, Hot Laps integrates retro arcade racing with interactive digital features. The included lap counter and checkpoint racing app create a dynamic experience, tracking laps in real time using motion detection. Compatible with existing Scalextric tracks and cars, Hot Laps delivers a fusion of classic slot racing and arcadestyle gameplay.

For fans of retro sci-fi, Scalextric is also reviving the world of Captain Scarlet and the Mysterons with two meticulously detailed models: Spectrum Patrol Car (SPC), a high-speed, futuristic vehicle used by Spectrum agents to combat the Mysteron threat, recreated with its distinctive streamlined bodywork and bold livery and Spectrum Pursuit Vehicle (SPV), the heavily armoured, battle-ready powerhouse from the series, instantly recognisable to fans of the classic show.

These reproductions bring Captain Scarlet nostalgia to the slot racing world, making them perfect for collectors and racing fans alike.

With a mix of movie action, sci-fi classics and cutting-edge slot racing innovation, Scalextric’s 2025 lineup is set to deliver high-speed thrill for all generations.

Rubies

0845 307 0707 | www.rubiesuk.com

Last year, Rubies announced the arrival of one of the must-have pre-school brands to its licensed dress-up lineup, with Bluey joining its expansive portfolio. The new Bluey and Bingo jumpsuits were revealed this February, featuring vibrant colours and playful details that capture the essence of the lovable characters, including a detachable tail and headpiece.

With dress up offering a unique play value, Rubies has developed toyetic box sets featuring costumes and accessories for popular characters such as Captain America, Spider-Man, Batman and Barbie. The Batman dress-up box set is a favourite, and includes an inflatable grappling gun, ideal for playtime and imaginative adventures.

In time for a Friday Halloween this year, Rubies’ new Chucky collection of costumes features dress-up for the entire family, from a toddler Chucky through to child costumes and adult options. Complete with mask accessories, this range of Chucky and Tiffany fancy dress is ideal for fans of the cult classic horror franchise.

For comic book fans, there are four key new additions including DC Comics Teen Titans Go Robin costume along with a new take on an adult and child Joker costume. For a two in one look, the Hulk Reversible Costume set combines two costumes in one with a reversible Hulk and Red Hulk costume top and two masks.

Rubies is also bringing back the Teenage Mutant Ninja Turtles with toyetic accessories, including Raphael Sais and Michelangelo Nunchucks, plus a four in one child costume including a deluxe padded jumpsuit and the choice of switching between all the Turtles with a variety of coloured eye masks and belt logos.

All of Rubies’ product offerings, along with its impressive range of non-licensed products, will be bolstered by the epic line-up of upcoming theatrical releases and series for 2025. A Super Summer campaign focusing on key properties and events across an epic summer ahead will also be launching. The release of the new Superman film and Jurassic World: Rebirth, as well as a live-action adaptation of How to Train Your Dragon, will all play a huge role in Rubies’ Super Summer plans, as the company gears up to celebrate its upcoming costumes for each of these blockbusters.

Red Robin Design

www.redrobindesign.be | elian.bernon@redrobindesign.be

Jazwares

020 3598 5119 | www.jazwares.com

Global plush sensation Squishmallows continues to capture the imagination of fans across generations, achieving status as the No.1 Toy Item, No.1 Plush Item, and No.1 Plush Property of 2024, as well as Best Children’s and Tween Licensed Property. Available in over 60 countries, with more than 485m units sold globally, the brand’s multi-generational appeal shows no sign of slowing. In 2025, Jazwares will expand the Squishmallows universe further with 500+ new styles launching globally, including brandnew seasonal lines and licensed collaborations with Pokémon, Harry Potter, Hello Kitty, Disney, Stitch, Marvel, Stranger Things and more.

Total Anime, created in partnership with Crunchyroll, features a comprehensive portfolio of top-tier anime properties, including Chainsaw Man, My Hero Academia, Jujutsu Kaisen and Spy x Family, alongside 2025 newcomers Kaiju No. 8 and the Junji Ito Collection. With anime toy sales up 8% across Europe in 2024 and the global category projected to reach $60b by 2030, Total Anime is primed for growth with an extensive figure and plush range designed for collectors.

Jazwares’ master toy line for Pokémon, the No.1 highest-grossing media franchise of all time, continues to deliver innovation across plush, figures, play sets and collectibles, including 2025’s Play ‘N’ Display Case.

New for autumn winter 2025, Jazwares will introduce core and collectible-led lines for Five Nights at Freddy’s, Stranger Things and Avatar: The Last Airbender, with product lines inspired by fan-favourite characters and backed by major new content across streaming, film and gaming.

A new Warner Bros. plush range brings to life characters from Harry Potter, DC, and Looney Tunes with collectible blinds, feature plush and cuddly sleeping plush.

Red Robin Design is unveiling Kito Art, a dynamic new line of DIY kits that blends creativity, craftsmanship and the beloved world of Minecraft into hands-on, build-it-yourself experiences. Designed for makers of all ages, Kito Art invites fans to step beyond the screen and into the world of tangible creation.

At the heart of Kito Art is a passion for storytelling and design. Each kit features precision laser-cut wooden pieces that slot together smoothly, offering a satisfying and immersive building process. Kito Art brings the joy of Minecraft to life in beautifully detailed wooden form.

Red Robin Design first introduced the Minecraft Wooden Theatre, a showstopping diorama-style set that allows builders to craft and display their favourite Minecraft-inspired scenes. Perfect as a storytelling stage or display piece, the theatre quickly became a favourite among crafters, families and collectors alike. Now, the company is introducing the DIY Minecraft Lodge to its portfolio. Inspired by cozy in-game cabins and off-grid hideaways, the Minecraft Lodge is a charming, laser-cut wooden kit designed for both display and play. With intricate architectural details and modular construction, builders can bring to life a rustic Minecraft retreat complete with cutout windows, textured rooftops and space to add mini characters and lighting.

Kito Art is expanding rapidly, with more Minecraft-inspired creations and original DIY designs on the horizon. Whether users are building a Wooden House, a miniature play set, or customising a scene of their own, each Kito Art kit is made to inspire imagination and provide hours of creative joy. The range is perfect for Minecraft fans looking to bring the game into the real world, DIY enthusiasts and makers of all levels, parents and kids seeking fun, educational activities and hobbyists who appreciate thoughtful design and craftsmanship.

With Kito Art, Red Robin Design invites users to slow down, get creative and enjoy the simple pleasure of building something with their hands. These thoughtfully designed kits offer a relaxing, rewarding experience for all ages.

BLE Character Licensed Merchandise

0845 0533 333

www.mgae.com

Little Tikes is teaming up with BBC Studios for a new collection of Bluey-inspired toys that bring the beloved animated series to life in a whole new way. Based on actual episodes from the series, the new line includes the Bluey Grannies Car Coupe, Bluey Bushland Adventures, Bluey Beach Day Sandbox and Bluey Beach Water Table.

The new Bluey Grannies Car Coupe is made for children aged one and a half to five years old, is inspired by the Bluey episode Grannies

(season 1, episode 28) and is a fresh take on a Little Tikes classic. The newly designed Cozy Coupe features Bluey colours and comes with Bluey decals for little ones to decorate their new coupe themselves. The coupe comes with Grannie glasses, a faux can of baked beans (a Bluey favourite), a moving, clicking ignition switch, a gas cap that opens and closes, a built-in cupholder, a rear handle for parent-controlled push rides and a removable floorboard.

With the Bluey Bushland Adventures, little ones aged two to four years old can pretend that they are with Bluey and friends in a wilderness camp pond. This splash pad includes a water scooper and figurines of characters from the show, such as Dad Bandit, Mum Chilli, Bingo and Bluey. Each character can slide down the log ride tower and explore Maynard’s Cabin with spinning water gears and a waterfall feature.

Children aged 12 months+ will have a blast making sandcastles with the Bluey Beach Day Sandbox inspired by the Bluey episode The Beach. With its spacious layout and four moulded-in seats, this play set creates hours of fun outdoor playtime for multiple kids. Kids can use the seagull footprint roller to create seagull footprints in the sand or mould the crabs that chase Bluey in the fan-favourite episode, whilst also building Bluey-shaped sandcastles. The Bluey Beach Day Sandbox includes a Bluey sand mould, crab sand mould, seagull footprint roller, bucket, spade and rake.

The Bluey Beach Water Table features Bluey and friends playing in the water and digging in the sand. The water table features two cascading pools, a tipping bucket and water funnel spinning gears. Made for children aged one to six years old, additional accessories include four floating figurines of Bluey characters, a crab sand cast, an alligator sand cast, a shovel and a cup. It has detachable legs for optional fun on the floor. The water table is easy to clean with drain plugs and small enough to store away when not in use.

MV Sports

01217 488 000 | www.mvsports.com | info@mvsports.com

Paw Patrol continues to be a top-tier evergreen licence, and MV Sports’ Paw Patrol range delivers engagement and developmental benefits, all wrapped in bold, character-driven designs that kids love. With a fresh line-up for 2025, MoVe’s latest additions are expected to be some of the most in-demand products in the company’s portfolio.

Leading the charge is the brand-new Paw Patrol 4 in 1 Bumper Box of Garden Games. This action-packed set is the ultimate outdoor play bundle, designed to keep kids entertained for hours while developing essential motor skills, coordination and teamwork. With four games in one, the Bumper Box brings variety and adventure to outdoor play. Pop & Catch is a fast-paced challenge that tests reflexes as kids launch and catch balls in pop-up scoops. Sticky Catch adds a fun twist to a classic game, using Velcro-style paddles to make catching even more exciting. Target Shot lets little ones improve their throwing accuracy, boosting confidence and sports skills. Finally, Bat & Ball rounds out the set with a timeless classic with a lightweight bat that’s ideal for beginners. Bursting with vibrant Paw Patrol character graphics, this set transforms any garden into an adventure zone, making it perfect for summer play and family-friendly fun.

The Paw Patrol Fast Folding Toddler Swing is designed for ages six to 36 months. Built with a sturdy steel frame and UV protection, it’s ideal for both indoor and outdoor use, ensuring year-round play. The five-point safety harness, full fabric lower body surround and high back support provide security and comfort, while the softtouch adjustable ropes allow the swing to grow with the child. Parents will appreciate the fast-folding mechanism, which makes storage and transport effortless. The swing is ideal for those who want a space-saving solution.

For little explorers on the move, the Paw Patrol Rollacase is billed as the ultimate 2-in-1 ride-on and carry case. This cabin-sized travel essential offers a smooth ride with foldaway footplates, a comfy moulded seat and a handy pull-along strap. Featuring secure locks and internal storage compartments, it keeps travel essentials safe while doubling as a ride-on for little ones. Whether whizzing through the airport or storing toys and clothes for a weekend getaway, the Rollacase makes every journey smoother.

The Paw Patrol 12” Balance Bike with Light Up Wheels takes learning to cycle to a whole new level. Featuring motion-activated multi-coloured LEDs in the wheels, this dazzling effect helps improve visibility. A lightweight steel frame, puncture-proof EVA tyres and adjustable handlebars and seat ensure a sturdy, confidence-boosting ride as children develop their balance and coordination. Soft, moulded handlebar grips provide extra comfort, and with vibrant character graphics, this bike is expected become a favourite among Paw Patrol fans.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

Rainbow Designs’ adorable, playful and engaging soft toys focus on some of the most prestigious and high profile licensed character collections that include Paddington, Peter Rabbit, Disney’s Winnie the Pooh and Harry Potter Wizarding World, alongside the new Bing, Dumbo and Mr. Men Little Miss ranges arriving this year.

Arriving this summer is the new vibrant Mr. Men Little Miss range. A treasured British brand for over 50 years, these characters, with their distinct personalities, have been adored by generations of families. Rainbow’s colourful new range includes a range of large cuddly cushions, collectible soft toys and plush keychains, starring favourites Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong, alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox.

Rainbow’s best-selling Wizarding World collection of infant toys brings this magical brand to the youngest of fans. Starring the iconic characters, Harry Potter, Hedwig and Dobby, the adorable range includes My First Stars of Hogwarts Soft Toys, Rattles, Comforters and Activity Toys, and new to the range for 2025 is an engaging Harry Potter Activity Cube and a tactile Hogwarts Express Soft Book.

Back by popular demand is Dumbo, in a new Disney Baby My First Dumbo Range featuring a My First Dumbo Soft Toy, baby soft Comforter and Ring Rattle. Joining the award-winning Disney Baby Lion King range, that includes a Simba Activity Toy, Comforter, Ring Rattle and Sensory Playmat, will be an educational Soft Activity Cube featuring multiple textures and a peek a boo mirror.

The Adventures of Paddington toy range remains a firm favourite with youngsters, sparking creativity and encouraging playful imagination.

Rainbow’s best-selling range includes the award-winning Paddington Tea Set, Paddington Talking Soft Toy, 4-in-1 Dress Me Paddington and the Bessie the Campervan Play Set.

New this autumn is a range featuring the multi-award-winning pre-school property, Bing. Using new materials and incorporating engaging developmental features, this new Bing range will reimagine the much-loved brand for a slightly younger audience. The collection features a brand-new Bing plush, a Giant Bing Soft Toy, as well as engaging play sets designed to ignite imaginations and promote creative play.

In addition, there are many more much-loved classic characters and high profile brand ranges to be found at Rainbow Designs, including Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, The Very Hungry Caterpillar, Elmer, Spot the Dog, Maisy, Giraffes Can’t Dance and The Snowman and The Snowdog.

PMI Kids’ World

www.pmitoys.com | omer@pmitoys.com

Following the phenomenal success of the first season, PMI Kids’ World is doubling down on the chaos with the highly anticipated launch of Fuggler Collectible Figures Season 2. Set to hit shelves in autumn 2025, this new collection builds upon the runaway popularity of Series 1, which sold out within weeks. With an expanded lineup, new collaborations and a wider range of collectible formats, PMI is set to deliver another excellent range that will delight fans and collectors alike.

A major highlight of Season 2 is PMI’s collaboration with Fuggler and Paramount, which brings beloved characters from SpongeBob SquarePants and Teenage Mutant Ninja Turtles into the world of Fuggler Collectible Figures. Fans can expect to see twisted takes on SpongeBob, Patrick Star, Leonardo, Michelangelo, Donatello and Raphael, seamlessly blending the offbeat humour of these franchises with the signature oddball charm of Fugglers.

At the heart of this launch is an extensive roster of 46 brand-new collectible figures. Staying true to the brand’s signature mix of fun-ugly and comical collectible Fugglers, this latest series introduces an even greater challenge for collectors. The lineup includes 24 common figures, 12 Catch Me figures, six rare, two feature, two ultra-rare and two ultra-ultra-rare figures—each bringing its own quirky and mischievous personality.

Expanding the fun beyond standalone figures, PMI Kids’ World is also introducing an all-new line of 46 collectible keychains, mirroring the rarity structure of the main collection. Whether clipped onto backpacks or displayed alongside their full-sized counterparts, these keychains bring an extra layer of collectability to the Fuggler universe.

In addition to the core collectibles, PMI is expanding the range with unique feature-driven figures. The new Farting Figures line introduces four interactive figures—complete with built-in sensors that emit hilarious fart sounds, including special editions of SpongeBob and Patrick. The Swap & Style figures, featuring the Teenage Mutant Ninja Turtles, allow for mixand-match fun, while the two Feature Figures promise to bring even more excitement to the lineup.

Fugglers have built a dedicated following thanks to their human-like teeth, unsettling expressions and mischievous nature. Season 2 takes the brand’s signature chaos to the next level, giving fans more ways to engage. Whether it’s through surprise unboxings, trading among friends, or hunting for the rarest of the rare, the new season is designed to keep collectors coming back for more.

PMI Kids’ World continues to cement its reputation as a powerhouse in the licensed collectibles space, combining strong brand partnerships with innovative product development. With the momentum of the first season behind it and an expanded product range ahead, Fuggler Collectible Figures Season 2 is shaping up to be one of the most exciting launches in character licensed merchandise for 2025.

BLE Character Licensed Merchandise

Bandai

0208 324 6160 | sales@bandai.co.uk

Bandai UK presents some of the most popular character-led licensed ranges across its Toy, Collector and Hobby portfolios.

A cult-classic with strong nostalgia appeal, Gremlins taps into a multigenerational fanbase. Bandai’s range of mini and stylised collectible figures is inspired by iconic moments from the 80s blockbuster, comprising Gizmo and Gremlins in varying poses from favourite scenes.

With the arrival of every episode of One Piece to BBC iPlayer and new episodes airing on Netflix, the popularity of the anime heavyweight continues to grow within the UK. Bandai’s portfolio of One Piece collectible figures spans its Anime Heroes, Ultimate Legends and Banpresto ranges. Anime Heroes is a hero range of highly detailed, authentic 7” action figures appealing to both younger fans and collectors, whilst the new Ultimate Legends line makes fan favourite characters available in 5” format for the very first time. Both lines provide play and display opportunities, celebrating the hit anime series.

With broad appeal to captivate younger children and a loyal anime fanbase, Dragon Ball is a powerhouse within the Bandai portfolio. As a top-performing action figure line, Bandai develops constant refreshes of best-selling characters across its standout ranges, including the 5" Evolve action figures and the highly detailed 6" Dragon Stars. New additions to the lineup include the deluxe Power Up figures, complete with dynamic accessories, and action-packed Dragon Stars Battle Packs, all aimed at maximising shelf presence and piquing consumer interest.

Bandai continues to expand its Shokugan range, bringing anime, kawaii and gaming characters to life in miniature collectible form. The range of collectibles and characters is set to expand even further in 2025 with One Piece, Dragon Ball, Chiikawa and more joining the line, alongside new waves for Shokugan favourites, Kirby, Mario, Godzilla and Tenori Friends.

The latest Sanrio Hello Kitty and Friends collection captures a new generation of fans while appealing to nostalgic collectors with a mix of Mini Dolls, fresh keychain series featuring themes such as Peach and Raincoat, and new bedside Star Lights.

Nanoblock, and Nanoblock Mininano provide collectible, buildable miniatures from top licences including Sanrio, Kirby, Dragon Ball and Godzilla. Popular across all ages, Nanoblock offers a premium building experience with highly detailed 3D models, while Mininano blind bags provide an affordable way to grow collections with much-loved characters from Sanrio, Kirby, Miffy, Godzilla and Peanuts.

Bandai’s cross-category lineup includes a leading Miraculous fashion dolls collection and best-selling collectibles. Hero lines include the Hero Switch Ladybug Fashion Doll, a 26-cm fashion doll that enables fans to experience the magic of Ladybug’s ultimate fashion transformation at the press of a button. Additional new fashion dolls will join the collection later in the year, featuring Series 6 styling and accessories.

0208 049 1377 | sales@epochmakingtoys.com

Epoch is adding a number of new licences to its Aquabeads portfolio for autumn-winter. Tying in with the live action How To Train Your Dragon film hitting cinemas in June, a new craft kit will be available. Featuring 800 beads and keychain attachments, crafters can make four different dragon-themed creations.

Epoch Games is also looking forward to launching a series of new licensed games. Tying in with the release of Jurassic World Rebirth in July, there will be two new games. In Adventure Challenge, players must use the levers and buttons to guide the ball to safety, overcoming all the tricky obstacles and fearsome dinosaurs along the way. The goal is to stay on course and survive the danger zones. In Maze Challenge, players must escape the maze as quickly as they can, driving the ball through four checkpoints, by tilting it up and down using the levers and avoiding the dinosaurs. Both games come with different dinosaur plates that can be used interchangeably with any other Jurassic World tabletop game from Epoch Games. Both games are suitable for one player aged 4+ and will be followed later in the autumn by the Jurassic World Twin Tornadoes Attack, in which players must escape the spinning tornadoes' tops, be the first to reach the helipad and rescue the dinosaurs to win.

New for autumn, the Super Mario Question Block Game offers multiple games to play. Players can enjoy a game of classic Bingo or involve some teamwork as they work together using the transparent window to guess the mystery items in the box. The game is suitable for one or more players aged 4+.