Licensing World May 2026

Licensing World

from theeditor

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ow that you’ve turned over the May issue of Toy World, you’ve come across our Licensing World flip-cover section, dedicated to bringing together the latest news from the licensing community which is relevant to licensees and retailers in the toys and family entertainment arena. Over the following pages, we’ve compiled the most up-todate information available to help you determine which properties and licensed ranges should be on your radar throughout the rest of 2026.

According to Circana data from February and March, sales of licensed toys have been growing across Europe, with growth ahead of the overall toy market in every country. The UK has the highest share of licensed toys at 38%, growing three times faster than the total market. This is very good news for toy and game licensees, as well as the retailers ultimately stocking their products.

With Las Vegas Licensing Expo just around the corner, taking place 19th-21st May, we’ve brought you an extensive preview of the show, focusing on the brands that will be of interest to our audience. With over 380 companies from 29 countries exhibiting across categories as varied as Entertainment, Toys & Games, Sports, Fashion, Food & Beverage and Gaming, there will be thousands of people from around the globe in attendance, descending upon the Mandalay Bay Convention Center. Ahead of the show, we spoke with Anna Clarke, SVP of the Global Licensing Group at Informa Markets, who shared her thoughts on how this year is shaping up, as well as what sets this show apart in the busy global licensing calendar.

In this issue, we’ve also put together a round-up of the latest Character Licensed Merchandise ranges, showcasing

On the following pages...

what will be hitting shelves in Q4. This feature encompasses all kinds of licensed product, from toys and games, including collectibles and action figures, to outdoor products, accessories and wider consumer goods, featuring some of the hottest licences in the spotlight.

There is plenty to look forward to in the licensing field in 2026. From blockbuster films on the horizon like Toy Story 5 and the Mandalorian & Grogu generating massive fandom demand across all age groups to children’s TV shows like Peppa Pig displaying narrative progression with the reveal that George is moderately deaf. There have already been a number of in-person activations across the UK, bringing family-favourite licences directly to children with tangible experiences. Alton Towers Resort unveiled its Bluey the Ride: Here Come the Grannies! rollercoaster in March, which captures key elements from the fan-favourite episode, and it was announced that the World of Paw Patrol will soon be coming to Chessington with the UK’s first and only land based on the hit pre-school series.

Much to no one’s surprise, the Kidult category continues to grow in popularity each month. It’s no secret that ‘kidult’ has become quite the buzzword in toy circles, and now this category is being fully embraced thanks to its major sales opportunities and licensing potential. Fancy a look at what is coming to market for kidults in the rest of 2026? Stay tuned for our dedicated Kidult supplement that will be mailed alongside the June issue of Toy World next month.

In the meantime, enjoy this latest edition of Licensing World and for those who will soon be at Las Vegas Licensing Expo, we hope you have a successful show.

- Caroline Tonks

Licensing World

HTI Toys adds Hello Kitty and Friends to pre-school range

HTI Toys UK has signed a new multi-territory licensing agreement with Sanrio to develop and distribute a pre-school My First Role Play range featuring characters including Hello Kitty, Cinnamoroll, My Melody, Kuromi, Little Twin Stars, Pompompurin, Kerokerokeroppi, Tuxedosam, Pochacco and Bad Badtz-Maru. The agreement grants HTI rights across the UK, Ireland, the EU, the EEA and several additional markets including Turkey, Switzerland and Ukraine, giving the company a strong platform to build a long-term Sanrio-themed early years programme. Products are scheduled to arrive at retail in Q4 2026.

Designed around authentic early years play patterns, the Hello Kitty and Friends collection enables HTI to cover core areas of pre-school role play, including domestic play, early caregiving themes, simple social interaction sets such as doctor, vet and shop play, and first tech-influenced items. These play patterns are central to early years development, helping children make sense of everyday routines, practise communication, test problem-solving skills and build confidence through imitation. With their ability to resonate across generations, the Hello Kitty and Friends characters are particularly well suited to this space. The range gives buyers the chance to offer a complete pre-school role play story under a single, globally recognised character family. The combination of strong character appeal, familiar play themes and clear developmental relevance positions the line well for cross merchandising, in-store storytelling and tiered price point strategies. The structure of the programme also supports seasonal updates and range refreshes as it grows.

Clare Rix, HTI Toys UK, commented: “Hello Kitty and Friends characters have an extraordinary ability to remain relevant, whether a child is discovering them for the first time or a parent is reconnecting with them years later. This agreement has given us the opportunity to explore how these much-loved properties translate into a pre-school role play range, and our teams have taken great care to ensure the products reflect authentic play patterns. It has been a highly collaborative process, and we look forward to presenting the full range to our retail partners later this year.”

For more information, visit www.htigroup.co.uk or email sales@htigroup.com.

Pokémon Pikachu Puppetronic sees significant early sales success

Wow! Stuff has enjoyed strong early sales success for its Pokémon Pikachu Puppetronic, with the First Edition model selling out at Pokémon Center UK, the official online store for Pokémon merchandise, and Smyths Toys Superstores reporting it as one of its strongest product launches in recent history just one week later.

Developed under official licence from The Pokémon Company International, Pikachu Puppetronic brings the iconic Pokémon to fans using Wow! Stuff’s award-winning RealFX technology. Featuring expressive animatronic mouth movement, touch sensors and synchronised sound effects, plus interactive cheek-lighting that captures Pikachu’s iconic electric-type charge moments, Pikachu Puppetronic has resonated immediately with fans, collectors and families alike.

The First Edition launch via the Pokémon Center UK online store and real-life hands-on presence at the Pokémon European Championships created significant online buzz which accelerated further upon national rollout at Smyths Toys Superstores, confirming Pikachu Puppetronic as one of its best-ever performing new launches, driven by strong week one sell-through and sustained consumer demand.

Kerry Tarrant, Head of Brand and Marketing at Wow! Stuff, said: “We knew Pikachu Puppetronic was special the moment we saw fans interact with it for the first time. The initial fan reception was extraordinary, but to see that momentum continue into Smyths at such scale has been phenomenal. It demonstrates the power of combining world-class licensing with genuine technological toy innovation.”

Pokémon Pikachu Puppetronic is the latest addition to Wow! Stuff’s growing Puppetronics portfolio, a new category that merges tierone brand licences and their collectability with cutting-edge animatronics to create truly immersive story-telling character experiences. Following the unprecedented early demand, additional production runs are now under way to support UK independent retailers, with further international expansion planned later this year.

For more information about the Pikachu Puppetronic, contact sales@wowstuff.com

John Leisure shares expansive core range of licensed product

At John Leisure, its core volume continues to be led by its 9-inch and 5-inch licensed play balls. These products remain the backbone of its outdoor offering, delivering consistent, high-volume sales across multiple retail channels. Their success lies in a simple but effective formula: strong licences, durable construction and accessible price points that encourage repeat purchase.

Alongside the core play ball range, John Leisure continues to invest in key strategic product lines that extend both play value and retail opportunity. Licensed Space Hopper balls and pop-up tents offer higher-impact, experiential outdoor play, while its licensed bubbles and water shooters provide accessible entry-level price points that perform particularly well during seasonal peaks. Together, these categories allow the business to offer a layered outdoor range that meets a wide spectrum of consumer needs.

Licensing partnerships are fundamental to this approach. John Leisure’s relationship with The Walt Disney Company spans more than 50 years, forming the foundation of a portfolio built on globally recognised and trusted brands. In addition, it continues to work with leading licences including Paw Patrol, Peppa Pig, Gabby's Dollhouse and Spider-Man, ensuring its ranges remain relevant across both pre-school and family audiences.

Looking ahead, John Leisure is excited to be expanding its licensed portfolio through a new collaboration with the BBC, introducing a range inspired by Bluey. As one of the most recognisable and fastest-growing pre-school brands globally, Bluey represents a natural fit for outdoor play, combining strong character engagement with themes of activity, imagination and family interaction.

For John Leisure, successful licensing is about more than visibility; it is about delivering products that perform. By combining leading licences with quality manufacturing, competitive pricing and a clear understanding of retail needs, it continues to support its partners with ranges that drive both sell-through and long-term category growth.

Licensing World

Goliath expands Clickeez line with new series and licensed additions

Since launch, more than 10m Clickeez have landed in the hands of fans worldwide, and the momentum shows no signs of slowing. In 2026, Goliath is expanding the line with new series, new price points and licensing partnerships with globally recognised brands including Hello Kitty and Friends and Care Bears.

Clickeez has already proven to be a leader in the Collectibles space. The brand’s own TikTok content has surpassed 9m views, with thousands of fans creating unboxing, trading and customisation videos. The fan community continues to grow across TikTok and Reddit with no signs of slowing.

Industry recognition has followed, with Clickeez named Collectible of the Year in France. The Clickeez Mega Pack Keyboard was also featured in the Amazon US 2025 Holiday Toy Book Toys We Love, all translating directly to strong sell-through across multiple markets. The collectible keyboard keys, engineered to deliver the same satisfying mechanical click as the real thing, have tapped into something bigger than a toy trend.

“The success of Clickeez has been incredible,” said Jochanan Golad, CEO of Goliath. “Parents are buying them for their kids and then realising they want their own. The tactile, fidget-friendly click is instantly satisfying, and that addictive play keeps fans coming back. With what we have planned for 2026, we’re just getting started.”

2026 plans are already in motion. Clickeez Series 2 has launched with more than 30 new collectibles across two fresh themes: Ocean Pearls and Juice Bar. Later in 2026, the line expands into licensed territory with Hello Kitty and Friends and Care Bears, two of the most globally recognised brands, introducing new ways for fans to click, connect and collect, and new price points designed to broaden the Clickeez universe and deepen its retail footprint. For more information, contact 01483 449 944 or visit www.vividtoysandgames.co.uk.

Craft Buddy grows licensed portfolio with Peppa Pig Crystal Art

Craft Buddy is extending its licensed portfolio with the launch of a new Peppa Pig Crystal Art Junior range, under its agreement with Hasbro. Targeting the growing demand for creative, screen-free play, the range has been developed specifically for younger children ages 4+, combining accessible craft formats with one of the strongest pre-school licences in the market.

The launch introduces Peppa Pig into Craft Buddy’s award-winning Crystal Art Junior portfolio, with products designed to support early development through engaging, hands-on activity. Larger gem sizes and ergonomic tools ensure ease of use for younger users, making the range suitable for first-time crafters. The collection is led by a Crystal Art Junior Buddies XL Kit, featuring Mummy Pig and Baby Evie, offering a larger format display piece. This is supported by the award-winning Crystal Art Junior Kit and a Crystal Art Card Kit, providing a mix of formats at accessible price points.

With strong brand recognition and clear age targeting, the range is positioned to drive both impulse purchase and repeat engagement. The inclusion of key storytelling elements, including the arrival of baby Evie and George’s hearing aid, aligns with current Peppa Pig narratives and reinforces the brand’s relevance with today’s audience. From a retail perspective, the combination of licensed appeal, entry-level price points and proven Crystal Art formats offers strong merchandising potential across both the Arts & Crafts and Licensed Toy categories.

The launch will be supported by a coordinated marketing campaign spanning digital, social and PR, designed to drive consumer awareness and support retail sell-through. For trade enquiries or orders, contact trade@craftbuddyltd.co.uk. For more information, visit www.craftbuddyltd.co.uk.

MV Sports to introduce KPop Demon Hunters wheeled range

MV Sports & Leisure is set to introduce a coordinated programme of junior bikes, scooters and accessories, bringing the bold, music-driven aesthetic of KPop Demon Hunters to UK retail in 2026. KPop Demon Hunters blends high-energy music, action storytelling and striking visual identity, offering strong appeal across kids, tweens and family audiences. MV’s range will translate that distinctive look into entertainment-led wheeled products designed to stand out both in-store and online.

The initial launch collection will feature character-driven graphics, vibrant colour executions and impactful detailing aligned closely to the official style direction. The programme has been developed to deliver strong shelf presence while maintaining MV’s focus on quality engineering, safety and accessible price points.

Dave Poulter, Managing Director of MV Sports, said: “We’re extremely excited to partner with Netflix on KPop Demon Hunters, a property with clear cultural momentum and strong cross-category potential. For us, this is about combining entertainment impact with product credibility. We see real opportunity to create standout wheeled lines that resonate with today’s audience and support our retail partners with something fresh and differentiated for 2026.” At launch, MV will work alongside retail partners to maximise visibility across key sales channels. This collection further strengthens MV’s expanding licensed portfolio and underlines its strategy of partnering with major global entertainment brands to drive incremental growth within the wheeled category.

For more information, contact MV Sports on 01217 488 000 or visit www.mvsports.co.uk

Hot

Properties

Gifted and Ash, Vegesaurs and Maya the Bee

Studio 100 International

www.studio100international.com | licensing@studio100int.com

Studio 100 International is expanding its portfolio with two complementary IPs, Gifted and Ash, both designed for strong global licensing and merchandising opportunities. The expansion will see a strategic focus on scalable, story-driven brands targeting clearly defined audience segments.

Gifted is a premium live-action series for 8-14-year-olds, building on the success of House of Anubis. Produced by Black Camel Pictures and Media Valley for BBC Children’s and Education, the story follows a group of Scottish teens who develop supernatural abilities and must join forces against a mysterious threat. Studio 100 International manages global distribution and L&M rights (excluding GSA), with international deals currently in progress.

Ash is a CGI-animated comedy adventure for kids aged 6-9. Co-produced with Gaumont and Bigchild Entertainment, the show centres on Ash, a teenage girl discovering magical powers and searching for a legendary hazelnut wand. It has high potential in licensing, especially in publishing, toys, role play and storytelling formats.

Together, Gifted and Ash represent a balanced 360-degree offering for older and younger audiences, supporting growth across content and consumer products.

Furthering Studio 100’s portfolio, Vegesaurs is an established pre-school franchise with five seasons and 100 episodes. Successfully distributed in 120+ territories worldwide, its key broadcast partners include ABC (Australia), BBC (UK), PBS (US), KiKa (Germany), France Télévisions, TVP ABC and Spacetoon.

YouTube is positioned as a core driver for long-term brand growth, with a content strategy that includes full episodes, clips, shorts, compilations, sing-alongs and character-focused formats. Vegesaurs sees strong engagement and continuous audience discovery across digital platforms.

Vegesaurs’ Global Master Toy Partner is Epic Story Toys, with international rollout following its Australia launch, and its Master Publishing Partner is Macmillan. There are even immersive experiences in the works, including a flagship activation in Sydney, with further international expansion planned. The IP is positioned as a fully integrated 360-degree pre-school brand.

Arnie & Barney is expanding the Maya the Bee universe, with a new animated feature film extending the successful franchise. The film introduces two new characters with strong potential to become fan-favourites, combining familiar brand elements with fresh humour and storytelling.

With the international theatrical rollout starting in April, it will be supported by a multi-channel campaign including social media, TV and retail partnerships.

There is lots of licensing potential in 2026, with a strong opportunity as a brand extension within the established Maya the Bee universe. New characters enable expansion across multiple product categories, and the first licensing deals are expected to be announced shortly.

Moshi Monsters Mind Candy www.mindcandy.com | chris.wilson@ingenuitylondon.com

Moshi Monsters is making a return, and for the licensing industry, it represents more than just a nostalgic revival; it signals the re-emergence of a proven kids brand with strong recognition, a distinctive character universe and a clear opportunity to engage both new audiences and the generation that first grew up with the franchise.

Created by Mind Candy, Moshi Monsters became a successful children’s digital brand in the early 2010s. At its peak, the virtual world attracted more than 100m registered users globally, building a passionate community around its colourful cast of characters and collectible gameplay. The brand quickly expanded beyond digital into a broad consumer products programme spanning toys, trading cards, publishing, apparel and back to school, selling over $1b at retail.

In 2027, Moshi Monsters will return. The children who first discovered Moshi Monsters are now teenagers and young adults, creating a powerful nostalgia audience that is increasingly influencing trends across entertainment, gaming and consumer products. At the same time, a new generation of children is being introduced to the brand through refreshed digital experiences and an evolving content ecosystem designed for modern platforms.

This dual audience opportunity is particularly attractive for licensees and retailers. Moshi’s highly recognisable characters from Katsuma and Poppet to Furi and Diavlo lend themselves naturally to collectible product ranges, a category that continues to perform strongly across toys, stationery and impulse retail. The collectible nature of the Moshi universe has always been one of the brand’s defining strengths, encouraging repeat purchase and strong fan engagement.

Alongside this, the Moshi Monsters revival is being approached with a clear multi-platform strategy reintroducing the brand to audiences while maintaining the playful humour and creativity that originally made it stand out in the kids’ entertainment landscape.

For retailers, this combination of nostalgia appeal and new audience reach provides a compelling proposition. Moshi’s colourful visual identity, extensive character roster and inherent collectability create strong merchandising opportunities across multiple categories, from toys and trading cards to apparel, publishing and seasonal promotions.

For licensees, the return of Moshi Monsters offers the chance to work with a brand that already has significant awareness and affection in the market, while benefiting from a refreshed strategy designed to maximise engagement in today’s digital-first environment.

As the brand enters its next chapter, the focus is on building a carefully curated licensing programme with partners who can bring creativity and innovation to the Moshi universe. With a legacy of global success and a new generation ready to discover its world of quirky characters, Moshi Monsters is once again poised to become a vibrant part of the kids’ entertainment and consumer products landscape.

For more information, get in touch with Chris Wilson, Managing Partner at Reg&Partners, at the details above.

Brand Profile Diddly Squat Farm - Ravensburger

Udderly gameplayaddictive

Fresh to the puzzle aisle later this year, Ravensburger is set to present a collection of jigsaws dedicated to the much-loved Diddly Squat Farm, founded by Jeremy Clarkson and Lisa Hogan. As the first licensing agreement struck for the brand in the toy industry, Toy World caught up with Ravensburger’s Richard Collins and the farm’s Lisa Hogan to find out how the collaboration came about, what the product range consists of and much more.

How did the partnership with the Diddly Squat Farm come about?

RC: Diddly Squat Farm captured the nation’s attention, and it’s clear that the work that Jeremy, Lisa and the gang are doing to drive awareness of the challenges of British farming has resonated all over the world. We’re well-positioned to react to opportunities and trends on a global and local level, and we want to amplify the Diddly Squat Farm story through our games and puzzles. We are fortunate that the farm is very close to our UK office, making it a natural fit, and the partnership has been strong from day one. The Diddly Squat Farm's potential is clear. The team behind the brand has a clear vision, and we could see the exciting possibilities that could be unlocked. I cannot wait to see where this journey will take us.

LH: Our goal with the Diddly Squat Farm Shop brand is first and foremost to celebrate and champion British farming. Everything we do comes back to that. In developing these products with Ravensburger, we’ve taken the opportunity to engage with a new audience – of course, with all the Diddly fun.

Can you tell us a bit about the product range?

RC: Hayley Holland from our Bicester-based product development team worked closely with the Diddly Squat Farm team to develop a jigsaw range that truly reflects the spirit of the farm that is so well-loved. It’s no small feat, as we knew we had to live up to the expectations of the very dedicated fanbase, as well as deliver a product that ‘puzzles well’. Our artists immersed themselves in the world of Diddly Squat Farm, and the result is a collection of three puzzles: a 500-piece circular puzzle, a 1000-piece puzzle and a 100XXL format children’s puzzle. Each one bursts with the humour and vibrancy of the brand’s personality and, in so doing, shares some of the reality of farming life that I know puzzlers will enjoy piecing together. Every detail has been considered, and it shows - from the initial brief and the incredible work of our artists to the packaging design, which captures the brand spirit for fantastic standout on shelf.

LH: We've just launched a fresh new look for the brand, so it's perfect timing to reveal our puzzle range. We’ve loved being involved every step of the way, from meeting

the artists to signing off on sketches and styles. The thrill of seeing the final jigsaw has given us joy and depicts the haphazard life on Diddly Squat Farm brilliantly in so many ways. We want followers to feel the joy of the farm in all that we do, and we know the jigsaws will certainly keep puzzlers entertained until the cows come home.

How did you decide upon which products to include?

RC: The Diddly Squat Farm audience is extremely broad. With well over 2.5m Instagram followers, there is no question that the brand has a huge following. The brand and its messaging resonate with the whole family, and communicating the world of farming to a younger audience is of huge importance – something Lisa, Jeremy and the team hold close to their hearts. Including a children’s puzzle alongside our adult offering was a natural fit.

What are the launch plans for the range?

RC: We’re very lucky in this brand to have such incredible partners in the Diddly Squat Farm team. They’re open to ideas and bring plenty of their own to the table, too. We have an action-packed marketing plan in place that will consider the full breadth of the audience, from the dedicated farm fan base to jigsaw lovers who will fall in love with the comedic scenes captured in the puzzles. Social media is going to be a key driver, and as you can imagine, with such rich content to draw from on the farm, you’ll see plenty of laughter as we go.

LH: The film crew is leading the way and have already set up a table ready to complete the jigsaws. There is much anticipation for the launch, with some strong competitive characters in the barn.

What’s next for the partnership?

RC: The puzzle range will be available in the second half of this year, and as we teased at Toy Fair earlier this year, a board game is also in development that will see players step inside the world of Diddly Squat Farm. I can’t say too much on that at this stage, but it’s set for launch early next year.

Special Feature

Protecting play: intellectual property’s role in the toy industry

Jonathan Askin, Commercial Partner at Hugh James, a full-service UK law firm offering specialist legal and financial advice, explains why a robust IP strategy is essential to any company working within the toy industry and examines how to protect IP within the digital world.

The toy industry is built on creativity, innovation and speed to market. From original concepts and product design to branding, packaging, advertising and digital integration, intellectual property (IP) is often a business’ most valuable asset.

The need to rely on such concepts in a highly competitive, fast-moving market driven by trends and technology can leave ideas exposed and creations vulnerable to imitation as companies seek an advantage. Often businesses are found to ride the coattails of existing concepts, eroding brand value and commercial return of the creator.

To combat this, a robust IP strategy is essential to

any company operating in the toy industry. Effective copyright, patent and trade mark usage is essential for protecting a business. Hugh James works closely with toy manufacturers, distributors and retailers on all commercial matters, including helping to protect, commercialise and enforce their IP rights.

Every successful toy begins with an idea. Without the right protections in place from the outset, that idea can become vulnerable to imitation, dilution or loss. Early planning is critical and businesses should identify which elements of their product can be protected before adopting a layered approach using different IP rights.

Protection within the toy industry spans multiple rights, typically including:

• Trade marks to safeguard brand identity, including brand and product names, logos and ranges to ensure the company’s identity stands out in a crowded market

• Design rights to protect the visual appearance of toys, packaging and other distinctive features central to a product’s identity

• Copyright to cover the artistic elements such as character designs, artwork and marketing materials

• Patents (where applicable) to protect technical innovation and functionality

Taking a proactive, layered approach at the outset strengthens a company’s protection and enforcement position and enhances the long-term value of the business. Investors, partners and retailers increasingly expect well-managed IP portfolios as part of a credible commercial strategy.

Global eCommerce platforms, fast-moving supply chains and rapid technological development have made it easier than ever for copycat products to emerge in the market. Infringing products can appear within weeks of a successful launch, often at lower prices and without the same safety or quality standards. The result is not only lost revenue, but potential damage to brand reputation and consumer trust.

Effective enforcement is therefore critical and may include:

• Monitoring online marketplaces

• Issuing takedown notices

• Sending cease-and-desist letters

• Taking formal legal action where necessary

Hugh James works with clients to take action against infringement. Its focus is on achieving swift, commercially sensible outcomes that support its clients’ aims.

The increasing integration of digital features into toys

through online content, applications and interactive features has introduced additional layers of IP and regulatory complexity. A modern IP strategy should reflect not just what is sold, but how consumers engage with the products.

At Hugh James, clients are advised on how to protect their brand, including ensuring that trade marks are properly registered and licensing arrangements reflect how products are used in practice. IP is a powerful commercial asset, as well as a defensive tool. When properly managed, it can open up new revenue streams and support company growth through the use of:

• Licensing agreements

• Brand collaboration and co-branding agreements

• Distribution agreements and expansion into new markets

• Well drafted terms and conditions to accompany commercial agreements for the sale and supply of products

With protection in place, strong agreements are the next step to help avoid disputes and ensure IP is used consistently with brand values. While enforcing a company’s rights is important, it is equally critical to ensure the products do not infringe the rights of others.

Pre-launch clearance searches and freedom-tooperate assessments can identify risks early, reducing the likelihood of costly disputes or last-minute redesigns. Where disputes do arise, Hugh James, as a full-service law firm, can provide a pragmatic and commercially focused approach whether through negotiation, mediation or litigation, minimising disruption and protecting business interests.

The toy industry operates at pace and legal advice must reflect that reality. Hugh James provides commercially focused, practical guidance tailored to each client, whether supporting a start-up bringing its first product to market or advising an established brand.

Its approach spans the full lifecycle of a business (including IP), including:

• Creation and protection

• Enforcement and defence

• Commercialisation and growth

In a sector driven by creativity and innovation, IP is the competitive edge. Protecting it effectively is about safeguarding that edge, strengthening brands and unlocking future growth.

For more information and to discuss how Hugh James can support your IP strategy, please contact Jonathan Askin at jonathan.askin@hughjames.com or on 07368 498 531.

BLE Character Licensed Merchandise

The Lego Group

01753 495 000 | www.lego.com

The Lego Group continues to grow its licensed portfolio with a mixture of build experiences designed to appeal across different age groups, from younger builders to adult fans. The latest launches bring some of the world’s most recognisable characters to brick form, combining storytelling, play and display to create products that resonate across audiences and interests. This breadth is key to ensuring the portfolio remains both relevant and engaging, offering something new while still tapping into familiar worlds.

For younger builders and families, storytelling remains a key focus. Lego Disney 43300 Winnie the Pooh brings the Hundred Acre Wood to life through a detailed but accessible build. With familiar characters and recognisable settings, the set lends itself well to imaginative play, while also tapping into nostalgia for older fans, making it a strong option for both play and display. That sense of nostalgia continues with Lego Ideas 21368 Peanuts: Snoopy’s Doghouse. Built around one of the most iconic characters in the Peanuts universe, the set offers a simple but characterful display piece that will appeal to long-time fans, while still feeling approachable for those newer to the brand. Together, these sets highlight how The Lego Group balances creativity and familiarity to engage multiple generations.

On the more innovative side, Lego Star Wars 75420 Smart Play Luke’s Landspeeder introduces a more interactive way to engage with the franchise. Combining building with play features, the set encourages hands-on interaction and repeat play, offering something slightly different within the licensed space while still staying true to the core Star Wars experience. This reflects a broader shift towards more dynamic play patterns, where physical building is enhanced by additional features that extend the life of the set beyond the initial build.

For adult builders, detailed display models continue to be a key part of the range. Lego Marvel 76344 Iron Man Mark 3 – Collector’s Edition focuses on build quality and visual impact, creating a piece that’s designed to sit proudly on display while celebrating one of Marvel’s most recognisable characters. Similarly, Lego Icons 11373 The Lord of the Rings: Sauron’s Helmet leans into the darker, more cinematic side of licensed builds. With a more complex construction and strong shelf presence, it’s clearly aimed at fans looking for a more premium display piece tied to a much-loved franchise. These sets underline The Lego Group’s continued focus on the adult collector market, where craftsmanship and display value are key drivers.

Overall, these sets demonstrate the range and versatility of The Lego Group's licensed offering, covering play, innovation and display across a mix of well-known properties. By catering to different ages, interests and building styles, the portfolio is designed to appeal to a broad audience, sustain long-term engagement and reinforce The Lego Group’s position at the intersection of creativity, culture and entertainment.

Funko

www.funko.com

| newtradeenquiries.emea@funko.com

Funko continues to collaborate with top licensing partners to bring fans new releases across a wide range of fandoms. From its iconic Pop! vinyl figures to the miniature world of Bitty Pop!, alongside the surprise of Mystery Minis and exclusive Loungefly bags and accessories, Funko’s upcoming launches celebrate some of the most anticipated moments in entertainment and sport.

Fans can look forward to collections inspired by England’s World Cup journey, Formula 1, Disney's The Mandalorian & Grogu and Toy Story 5, as well as Netflix’s One Piece live action, offering collectibles across film, TV, anime and sports.

Funko will welcome 11 of the nation’s most iconic and talented players with the launch of its brandnew World Cup England Pop! vinyl range. Launching just in time for fans to celebrate the World Cup in style, each Pop! vinyl figure features the instantly recognisable England kit, as well as the poses and details inspired by the players’ presence on the pitch. The range gives both fans and collectors a fresh way to show their love for football and their support for the Three Lions.

Sporting fans can also expect further excitement as Funko announced a new global licensing agreement with McLaren Racing, further expanding its presence within the Sports category. The collaboration will bring one of Formula 1’s most iconic and performance-driven teams into Funko’s portfolio, marking an exciting moment for motorsport fans and collectors alike.

Funko is also expanding its Star Wars collection with a new wave of Pop! vinyl figures launching to coincide with the newest film, The Mandalorian and Grogu. The upcoming line features fanfavourite characters, including the Imperial Remnant Stormtrooper and The Mandalorian with Grogu. For collectors looking for standout pieces, the range also includes deluxe Pop! Rides such as The Mandalorian with Grogu in the Imperial Remnant AT-RT. The collection offers a mix of core characters and premium formats, perfect for fans of the galaxy far, far away.

Collectors can look forward to a new launch celebrating the highly anticipated release of Toy Story 5 this summer. The range will feature eight new Pop! vinyl figures inspired by the film, including a flocked variant, alongside a mix of returning favourites and brand-new characters. The launch will also be supported by a new collection of Mystery Minis and Loungefly accessories, offering fans multiple ways to engage with the latest chapter of this much-loved franchise.

Anime remains a key category for Funko as the global phenomenon continues to grow in popularity. Following the success of the One Piece live action launch, the line is expanding with fan-favourite characters including Monkey D. Luffy, Zoro, Nami, Usopp and Sanji, alongside a flocked Tony Tony Chopper and a web exclusive Pop! Miss All Sunday figure. The collection brings the Straw Hat Pirates together, offering fans a fresh way to build their crew in Funko’s signature style.

BLE Character Licensed Merchandise

Eolo

www.eolo.com | sales@eolohk.com

Eolo designs toys that kids can feel, carry and collect. For 2026, the company is doubling down on one of the strongest trends in the market: bag charms with a sensory twist.

The new Stretchy Clip-On range turns iconic licensed characters into accessories that go everywhere. Designed to clip onto backpacks, pencil cases, or belts, these decorative charms also make for fully interactive sensory toys.

Each piece combines ultra-soft, stretchy exteriors with a variety of unique fillings, delivering different tactile experiences in every squeeze. From squishy to resistance-based textures, the range taps directly into the growing demand for fidget-style, stress-relief play.

Adding strong licences including Disney, Marvel, Care Bears and Molang also provides a powerful mix of emotional connection, trend relevance and repeat collectability. Multiple characters and textures drive trading and repeat purchases, while compact formats and strong visual packaging make them perfect for impulse retail and high-rotation displays.

Building on the same sensory DNA, Eolo also introduces Super Jumbo Stretchy Figures, designed to amplify the experience. These bold, oversized versions bring the same soft, stretchy feel and multi-fill textures into a larger-than-life format. They deliver stronger visual impact, deeper tactile engagement and a more expressive connection with fan-favourite characters.

This launch is rooted in what kids are asking for today: bag charms as self-expression, sensory toys with satisfying textures and collectible formats with variety. Eolo brings all three together into one cohesive, high-performing concept.

Licensed toys remain one of the most effective ways for families to engage with the brands their children love. For retailers, they deliver instant recognition, dependable sell through and the confidence that ranges will perform on shelf. For children, they offer familiarity and meaningful play during key developmental years.

HTI’s 2026 licensed portfolio is built around a clear insight: children want immersive worlds and characters that stay with them as they pretend, explore and create. When these emotional ties combine with play intent and value, retailers benefit from stronger category growth and deeper long-term loyalty.

HTI’s 2026 line-up brings together many of the most recognisable and trusted names in family entertainment. Pre-school leaders such as Peppa Pig, Bluey, Paw Patrol and Gabby’s Dollhouse sit alongside evergreen icons including Frozen, Toy Story, Marvel, SpongeBob and Hello Kitty. This breadth allows retailers to build ranges that feel relevant, familiar and commercially effective across role play, creative expression, outdoor activity, musical exploration and seasonal gifting.

Affordability remains important, yet HTI ensures value does not compromise quality. Each item feels substantial, purposeful and true to character, with thoughtful, child-centred functions. Every product has a clear purpose, supports repeat play and delivers strong appeal both on shelf and in-hand.

The portfolio is designed for year-round performance. Outdoor toys, bubbles and inflatables attract seasonal shoppers in spring and summer, while role play, creative kits, stationery and collectibles sustain momentum across autumn, winter and everyday purchasing. Characters transition naturally across categories, supporting broad appeal and steady demand.

Evergreen franchises such as Toy Story remain central to this strategy. With Toy Story 5 arriving in 2026, interest continues to grow, and HTI’s range across outdoor play, arts & crafts and stationery helps children bring these worlds into their own imaginative play.

HTI’s 2026 licensed portfolio delivers emotional connection, commercial assurance and long-lasting play value, giving retailers a flexible offer that drives sales and gives families the characters they return to time and time again.

Winning Moves

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

Winning Moves is gearing up for a blockbuster 2026/27 in Toys & Games. With an enduring focus on capturing the latest topics and trends, the company has entered the year with a strong portfolio built around the world’s most recognisable entertainment licences. Winning Moves is anticipating a lot of fandom and kidult excitement, particularly across Star Wars and Marvel – two franchises set to reignite their collective dominance of both the big screen and retail shelves over the coming years.

With major theatrical releases on the horizon, including Mandalorian and Grogu later this year and Star Wars: Starfighter in 2027, anticipation is already building. Leading the charge are the newly released Mandalorian and Grogu Top Trumps and Mandalorian and Grogu Waddington’s No.1 Playing Cards. The classic Top Trumps gameplay allows players to compare stats across their favourite Star Wars characters. Meanwhile, the Waddington's No.1 playing cards will provide iconic imagery from the franchise, making both launches perfect for fans eager to immerse themselves in the Star Wars universe.

Looking ahead to 2027, Winning Moves is well prepared for Star Wars: Starfighter excitement. With Droids Top Trumps and Starships Top Trumps already in its licensed range, fans can battle it out who has the highest power ratings of their favourite droids and spacecraft.

2027 will also see Marvel set for a major resurgence, with an upcoming Avengers reboot expected to rekindle global interest in the Marvel Cinematic Universe. Fans are particularly excited about the role that Dr Doom, everyone’s favourite Marvel villain, will have in the forthcoming 2026 release.  Highlights include Avengers Guess Who?, an interactive way for families to engage with Marvel heroes and villains. For trivia lovers, the Marvel Infinity War Trivial Pursuit full-size edition delivers an expansive challenge, featuring 1,800 questions that span the Marvel Cinematic Universe – perfect for testing even the most dedicated fans.

Rounding out the range are Marvel Cinematic Universe Top Trumps and Marvel Comic Universe Top Trumps, offering head-to-head gameplay that celebrates both on-screen icons and comic book legends.

Adding further excitement, a brand-new Spider-Man Top Trumps Goddit! is set to launch later this year. This high-energy game challenges players to solve puzzles quicker than their opponents, delivering quick bursts of action that appeal to young audiences and families alike.

Winning Moves continues to demonstrate its strength in licensed games. As Star Wars and Marvel return to cinemas in a big way, the company is ready to turn the excitement into engaging play experiences – ensuring fans can continue the adventure long after the credits roll.

Wow! Stuff

07817 273 766 | www.wowstuff.com | sales@wowstuff.com

Toy innovation company Wow! Stuff continues to push the boundaries of character-led play, expanding its award-winning Puppetronics range with the introduction of its new Palm Puppetronics.

Designed as an accessible entry point into both the brand and Puppetronics category, these palm-sized characters deliver the same signature blend of puppetry and leading-edge electronics in a compact, collectible format. Sitting at an attractive price point, Palm Puppetronics open the range to a broader consumer base, while also creating strong opportunities for repeat purchase and collectability.

Wow! Stuff has firmly established Puppetronics as a new category within the toy market, combining traditional puppetry with cutting-edge technology to create a uniquely differentiated play pattern. Following the global success of the original Disney Stitch Puppetronic by RealFX – which made history as the first product to win both Toy of the Year and Tech Toy of the Year at the prestigious TOTY Awards – the brand continues to go from strength to strength. Now entering its third year, Puppetronics is proving its long-term potential through cross-generational appeal, strong retail performance and sustained consumer demand. Palm Puppetronics now builds on this momentum, offering a more accessible and collectible format without compromising on Wow! Stuff’s signature innovation.

Launching with the globally beloved Minions, the range sets the tone for Wow! Stuff’s wider brand strategy for bringing some of the biggest cult and blockbuster franchises to life, while aligning with key movie moments and anniversaries throughout the year ahead. With new movie Illumination’s Minions & Monsters launching summer 2026, the timing offers retailers a powerful opportunity to capitalise on renewed consumer demand.

Packed with personality, the Minions Palm Puppetronics are designed for maximum mischief in the palm of the hand. Featuring touch sensors on the head, hand-controlled movement and expressive character-led responses, each figure is brought to life through Wow! Stuff’s signature Puppetronics technology. With a moving head and mouth, opening and closing eyes, and eye pupil movement, alongside over 40 hilarious phrases and sound combinations to unlock, Henry, James and Dick deliver highly interactive, and in-universe play, complete with iconic Minions laughs, burps and fart sounds that fans instantly recognise and love.

Delivering a stand-out innovation that sets the range apart, the play pattern extends beyond a single unit. When all three characters are combined, they interact with each other through coordinated, multi-way communication, creating synchronised sounds and chaotic Minion’s mayhem, further driving collectability.

As a natural extension of the Puppetronics range, Palm Puppetronics retain Wow! Stuff’s innovative DNA while unlocking new opportunities across licensing, accessibility and scale. With a growing pipeline of globally recognised IPs and fan-favourite characters set to join the range, this latest launch further positions Wow! Stuff at the forefront of interactive, character-driven toy innovation.

Peppa Pig created by Mark Baker and Neville Astley.

BLE Character Licensed Merchandise

Posh Paws

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

Minions & Monsters is set to be one of summer’s biggest animated blockbuster releases on 1st of July, and Posh Paws has introduced a brand-new range based on the movie. The new range includes an assortment of four adorably squashy 10-inch kawaii style Minions: James, Dick, Ed and Henry, alongside their new monster companion, Goomi, who will feature as one of the lead roles in the new movie. Blind boxes continue to be highly sought after, and Minions versions will be available ahead of the movie release – these include an assortment of five 4-inch squashy Minion plush bag clip charms and a special edition chaser piece that fans will want to try and get their hands on.

Posh Paws' new Powerpuff Girls range will bring to market a collection of plush toys, blind box collectibles and fashion-focused accessories for one of the most recognised and beloved brands. Focusing on the brand's fashion-led creativity and nostalgic appeal to fans aged 18+, the first products to launch this month are brightly coloured Blossom, Buttercup and Bubbles plush bag clip charms. In addition to the plush bag charms, the launch range will include the three girls in 10-inch kawaii-inspired pastel colours, appealing to both older kidult audiences and younger fans of this iconic pop-culture brand.

Existing licensed favourites in Posh Paws’ plush portfolio include leading pre-school properties like Gabby’s Dollhouse, with new Fairylandia costumes added to its extensive topselling plush range and epic blockbuster movie plush for How to Train Your Dragon and Jurassic World, remaining as evergreen properties at retail that return strong sales year-on-year.

The Traitors is one of the biggest and most popular reality TV competition shows (across the world), and every season has been a major topic of conversation across TV, radio and social media, with fans recreating their own viral moments. This month, Posh Paws launches its first Traitors plush with a ‘100%’ Traitor character, The Traitors Owl and the fan-favourite Gary the Peacock, each wearing their own green traitor cloaks. Additional lines, including plush bag clip charms, will be added to the range ahead of the second season of The Celebrity Traitors this autumn, and other gifting lines in development include mugs, drinking/travel cups and keychains.

The new Harry Potter & the Philosopher’s Stone TV series will be coming to homes this Christmas and so will the new Gokko surprise blind boxes from Posh Paws that contain cute 4-inch plush bag clip charms for little wizards and witches to unbox, collect and clip to their school bags. These new plush blind boxes add to Posh Paws' existing collection of 10-inch plushies featuring Harry, Ron, Hermione and Hedwig the Owl in gift boxes and Dobby the house elf.

University Games

0207 254 0100 | www.university-games.co.uk

University Games offers a portfolio brimming with popular licensed characters, from much-loved brands such as Paddington and Dog Man to pre-school favourites including Peppa Pig, That’s Not My… and The Very Hungry Caterpillar. Rooted in children’s literature and extending into the world of sport, the range also features official characters and mascots from some of England’s most renowned football clubs.

The best-selling Paddington range has been refreshed with updated artwork inspired by the award-winning series The Adventures of Paddington. The collection includes classic titles such as Dominoes, Find It Fast and Spot the Difference, alongside a reimagined Adventures of Paddington Sightseeing Board Game. In this immersive experience, players help Paddington explore famous London landmarks while filling his scrapbook as they journey around the board.

The hugely popular Dog Man range continues to resonate with young readers, and University Games has successfully translated the energy of the books into engaging games and puzzles, including Twenty Thousand Fleas Under the Sea, Attack of the Fleas, Big Jim Begins Dice Game and the Hot Dog Card Game.

New for 2026, University Games welcomes Peppa Pig to its pre-school portfolio. Sitting under The Learning Journey brand, the new Peppa Pig range is a perfect pairing of educational values and preschool entertainment, combining instantly recognisable characters with proven educational play formats. Launching this summer, the line-up includes Match It! tins such as My First Match It! Peppa’s World and Peppa’s Friends & Family, a beautifully illustrated Magnetic Sort and Learn Colours game featuring Peppa’s iconic Party Bus, and a Lift and Learn Puzzle showcasing favourite vehicles from the show.

University Games also holds licences for many of England’s leading football clubs, including Arsenal, Chelsea, Liverpool, Manchester City, Tottenham, Newcastle and West Ham, as well as FA England. Building on the success of its extensive licensed football range, which includes 3D Stadium Puzzles, Rubik’s Cubes and the new Pocket Dice games, University Games is expanding into character-led play with its new Squeeze Poppers Official Licensed Sports Range.

This playful collection features beloved mascots such as Moonchester from Manchester City, Gunnersaurus from Arsenal and Chirpy from Tottenham, alongside the official England Lion and a fun character Liverpool Player. Designed for both indoor and outdoor fun, Squeeze Poppers launch foam balls up to six metres with a simple squeeze. The range also benefits from eco-friendly packaging and a reduced shelf footprint, offering retailers a more sustainable and space-efficient option.

BLE Character Licensed Merchandise PMI

www.pmitoys.com | sales@pmitoys.com

PMI taps into the appeal of character-licensed merchandise with standout launches that transform beloved fan favourite characters into highly engaging collectible experiences. By blending strong storytelling with innovative product design, PMI continues to bring globally recognised brands to life in ways that resonate with today’s audiences and collectors alike.

Fuggler collectible figures continue to evolve with a fresh wave of character-driven collectibles that are hard to overlook. Known for their mischievous humour, human-like teeth and unmistakable expressions, Fugglers return with a new edition that leans even further into unexpected character mashups.

This line introduces an official licensed collaboration with Warner Bros, bringing a mix of iconic universes into the Fuggler world. The line-up includes DC favourites such as Batman, the Joker, Harley Quinn and Superman, as well as Gremlins and the Powerpuff Girls, all reimagined with the brand’s signature aesthetic. The contrast between familiar characters and the Fuggler style creates a playful and surprising collectible experience.

Designed to drive engagement and repeat purchase, the range taps into the excitement of collectability and shareable moments. The bold visual identity stands out instantly in retail, while character crossovers broaden appeal to both existing fans and new audiences. With its distinctive personality and strong licensed backing, this Fuggler edition offers a fresh take on well-known characters and continues to build momentum for the brand across shelves and social platforms.

PMI’s Care Bears collection stays true to the charm and positivity of the original brand, while introducing a fresh twist on Care Bears through unique character variations and a strong focus on blind packaging, adding an element of surprise to the experience. At the heart of the range are unique blind capsules and blind box formats that elevate the collecting experience. The velvet heart capsule reveals eight mini collectibles, including two rare versions, while the cloud-shaped Rainbow Capsule features 12 characters to collect, with four rare and four super rare figures adding to the chase.

The collection also includes a separate line of blind box head-shaped capsules, each containing a clip-on plush collectible. These plush pieces feature a variety of textures, including long faux fur, soft velvet and corduroy, adding an extra sensory element and a distinct product offering within the collection.

Bringing together two of the world’s most famous and nostalgic brands, the Care Bears x Hello Kitty collectible range combines Care Bears and Hello Kitty under official licence. The crossover blends the warmth and positivity of Care Bears with the timeless charm of Hello Kitty, creating a fresh and highly appealing offering for fans of both properties. Each design merges iconic elements from both brands, resulting in characters that feel instantly familiar yet new. Built around collectability and strong visual appeal, the range encourages discovery, sharing and completion.

Italian Brainrot, the latest viral sensation on TikTok, enters the collectibles space with a playful, highly shareable range of blind-box keychains. Officially licensed by Skifidol, the collection captures the chaotic humour and recognisable characters that have driven its rapid online popularity. Each blind box includes a keychain and a collectible card, encouraging fans to discover, trade and complete the set. The line-up features 12 characters, including Tralalero Tralala, Tung Tung Tung Saur, Ballerina Cappuccina and more, bringing digital culture into a tangible, collectible format.

Hornby (Scalextric)

01843 233 500 | www.uk.scalextric.com | sales@hornby.com

For 2026, Scalextric continues to strengthen its character licensed ranges, with a particular focus on well-known film properties that resonate with families, younger racers and long-time fans alike. A key highlight for the year is the expansion of its Fast & Furious line, marking 25 years of the long-running franchise with a selection of recognisable cars and a new race set, available from summer 2026.

Leading the range is the Fast & Furious Race Set – 25 Year Edition. Designed to reflect the legacy of the films, the set includes two of the franchise’s most recognisable vehicles: the Toyota Supra Mk IV in its bright orange finish and the Nissan Skyline R34 in blue. Both cars feature underglow lighting, adding a layer of authenticity that fans of the films will appreciate while also enhancing the on-track experience.

As a complete, mains-powered set, it provides everything needed to get started straight out of the box, with multiple track layout options to suit different spaces and skill levels. This makes it an accessible and engaging option for family play, encouraging head-to-head racing and repeat play.

Alongside the race set, Scalextric is introducing several individual car releases that build on the Fast & Furious theme. The Ford Mustang from Fast & Furious 6 is a notable addition, finished in its distinctive white with black stripe livery. Based on the 1969 Mustang Fastback, the model captures the look and presence of the car as seen in one of the film’s well-known action sequences, bringing a sense of cinematic action to the track.

The Nissan Skyline GT-R (R34) from 2 Fast 2 Furious is another key model in the range. A popular choice among fans of the franchise, this version includes accurate livery details, a rear wing and working underglow lighting. It reflects the bold styling that defined the early films and translates it into a playable format.

Also joining the line-up is the Ford Escort MK1 from Fast & Furious 6. With its blue and white livery and rally-inspired design, it brings a slightly different character to the range, adding variety to race day and appealing to those who enjoy classic car styling.

Overall, the 2026 Fast & Furious range demonstrates Scalextric’s continued focus on combining recognisable licences with engaging, easy-to-use products. By offering both a complete race set and a selection of individual cars, the range is well-suited to retail, supporting everything from first-time purchases to expanding existing layouts, and delivering a fun, competitive racing experience for all ages.

BLE Character Licensed Merchandise

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

There are licensed character ranges galore at Rainbow Designs, the home of classic licensed plush. Known for high-quality, educational and inspirational toy collections, Rainbow brings to life some of the most cherished classic characters, with timeless British characters at the heart of the range. Paddington, Peter Rabbit and Disney’s Winnie the Pooh, Bing, Mr. Men Little Miss and the Wizarding World’s Harry Potter, have been joined this year by three new properties, Pembe the Pink Cat, Disney Dumbo and Care Bears Baby.

Loved across generations, Rainbow’s bestselling Classic Paddington range is inspired by the iconic Peggy Fortnum illustrations and created from high-quality fabrics with exceptional attention to detail. Each cuddly Paddington features his super-soft lined duffle coat, battered red felt hat and the signature suedette ‘Please look after this bear. Thank you’ tag. The ever-popular The Adventures of Paddington pre-school toy range and the adorable Paddington for Baby collection ensure that there really is a Paddington for all ages.

The Peter Rabbit Signature and Once Upon a Time collections continue to be a natural choice for parents. Focusing on Peter Rabbit and Flopsy Bunny, the ranges offer adorable soft toys, nursery essentials, sensory developmental lines and wooden toys. 2026 marks the 160th anniversary of Beatrix Potter, and the new Special Edition Peter Rabbit Soft Toy commemorates this momentous milestone. Standing at 40cm, featuring a 160th anniversary patch and presented in an illustrated commemorative gift box, it makes a beautifully crafted keepsake designed to be treasured across generations.

This year also marks 100 years of Disney magic with the centenary of Winnie the Pooh. To complement Rainbow’s best-selling Hundred Acre Wood and Always and Forever ranges, a special Anniversary Collection has been launched. The range includes a commemorative Winnie the Pooh plush with a 100th anniversary tag, a smaller plush and a beautiful Infant Toy Gift Set.

An adorable new addition to Rainbow’s licensed character portfolio is the cute Care Bears Baby collection, which envelops the timeless values of love, kindness and friendship. Babysoft versions of Cheer Bear, Funshine Bear and Bedtime Bear feature across a colourful range of comforters, ring rattles and My First Care Bear Soft Toys.

A cherished British brand for 55 years, Mr. Men Little Miss has captured the hearts of generations with its colourful characters and distinctive personalities. Rainbow’s vibrant range includes large, huggable cushions, collectible soft toys and plush keychains featuring favourites such as Mr. Tickle, Mr. Happy, Little Miss Sunshine and Little Miss Princess.

The enchanting and adorable Wizarding World collection of nursery toys features Harry Potter, Hedwig and Dobby in adorable plush formats, including My First Soft Toys, Rattles, Comforters and Activity Toys. This range offers ideal gifts for all fans who want to share their love of the Wizarding World with their new arrivals.

Simba Smoby UK

01274 765 030 | www.smobytoys.co.uk | sales@simbasmoby.com

The strength in Simba Smoby’s licensed portfolio comes from the breadth of its range. It spans a wide array of properties, finding fans in the plush, tech, collectible and activity toy aisles.

A one-stop-shop for Disney-inspired toys, the 2026 catalogue brings plenty of newness from Disney Winnie the Pooh, offering all fans a special something to mark the property’s 100th anniversary. The Winnie the Pooh Anniversary Plush is not to be missed. The soft colouring, long-pile fur, party hats and floppy legs make them irresistibly sweet. Piglet, Pooh, Tigger and Eeyore each bear the new branding for the anniversary, meaning they’ll also serve as beautiful keepsakes.

For children aged 12 months+, there are some Disney Winnie the Pooh items to explore in the Smoby collection, too, styled to feature designs that captures the nostalgic property in a way that will appeal to families of today. All great for early development, there’s the Disney Winnie the Pooh Shape Sorter, the Disney Winnie the Pooh 2-in-1 Picnic Basket role play set, the Disney Winnie the Pooh Auto Ride-On and the Disney Winnie the Pooh 3-in-1 Walker.

Disney Winnie the Pooh is also available in the Disney YuYus range, the new wearable line of plush vinyl face charms that taps into the Gen Z trend of nostalgia and self-expression. Each 10cm Disney Winnie the Pooh YuYu can be clipped to bags, keys and more. There are nine blind-boxed charms to collect in the first series, including a mystery figure, with a second series confirmed for summer.

Disney Lilo & Stitch is the second property available in the Disney YuYus collection, with nine Stitch styles already available for fans to collect and display. A further nine characters are on the way for autumn/winter, including some Angel designs. Plus, there is the Live-Action Stitch with Lei. This cuddly 25cm companion captures the blue alien’s personality, with embroidered detailing and soft high pile that makes his cuddles irresistible. For fans who prefer to wear their fandom, there’s the Disney Live-Action Stitch Shoulder Squad. Using magnets to keep him in place, this plush rendering of Stitch can be worn on the shoulder to take him on-the-go.

There’s even more Disney Stitch-related fun to be enjoyed with Jada Toys’ RC Surfer Stitch. Standing upon a surfboard with red paddle in hand, fans will love controlling his board to make it look as though he is catching waves. He spins 360-degrees and is even self-righting. Simba’s Disney Stitch range is allencompassing with collectible die cast figures of various scales to be found in the Jada line-up and other character-inspired items to discover in the Smoby role play range.

2026 is a big year for Star Wars. Not only is there The Mandalorian & Grogu new movie, but the hit franchise grows in the Simba portfolio. Added to the range is The Mandalorian 25cm Plush, a premium execution soft toy that wears shiny, metallic-finish armour. Grogu with Snacks is a new addition to the range at just over 25cm, featuring an oversized head and cuter styling. Plus, there’s the 14cm Grogu Shoulder Squad that sits atop the shoulder thanks to magnets for Star Wars fandom on-the-go.

BLE Character Licensed Merchandise

Just Play UK

www.justplayproducts.com | uksales@justplayproducts.com

Fans of all character brands are well catered for with Just Play UK’s vast offering of licensed toys. Happy Haul launched this spring, kicking off to a brilliant start with support from both retail and consumers. Blending pop-culture favourites such as Harry Potter, Peanuts and Winnie the Pooh with trend-forward design, each drop features plush, clip-ons, figures and more. And there’s more fun to come from the range this July, with many new ranges to collect, featuring fresh licences and characters. Happy Haul continues to tap into nostalgic and pop culture favourites, with upcoming additions to the licensed line-up that will expand the range of collectible formats.

Disney Jr. Mickey Mouse Clubhouse+ has relaunched as the top Mickey Mouse series of all time, and fans can bring the onscreen fun into the playroom with the Mickey Mouse Clubhouse Deluxe Playset. This 18-piece set comes with five articulated figures and other accessories for Clubhouse adventures. Kids can send Mickey down the slide, go for a cruise in his car, grill hot dogs and more. Packed with show-to-shelf entertainment and light and sound effects. Another line is the Mickey Mouse Oh Toodles Plushie, which holds its bright Toodles computer and offers children three interactive play modes to enjoy. Little fans can solve problems using Mouseketools, they can listen to lively tunes in Music mode and hear Mickey Mouse call his best friends.

There are additions to the Disney Jr. Minnie Mouse range, too. The new Groom & Go Salon is a wheeled, pull-along carrier that opens to reveal a pet grooming space. It comes with an articulated pet figure and cool features such as the light-up bubble bath with mist. The Pampered Paws Pet Carrier and the affordable, double-sided Mini Mansion Playset are also not to be missed.

For generations, the beloved franchise Sesame Street has brought learning, laughter and life lessons to children worldwide. And as Just Play’s beloved Tickle Me Elmo marks its 30th birthday, the business is celebrating with its biggest, wiggliest and happiest Tickle Me yet.

Following last year’s smash hit movie, Just Play continues to delight fans with the newest additions to its Disney Stitch master toy collection. A recent introduction is Many Moods of Angel – the adorable feature plush with expressive, LCD screen eyes. And there’s more fun to come in autumn/winter 2026 with Many Moods Mini Stitch and Angel. These palm-sized interactive pets come to life in the hands of consumers. Also coming soon to the range is a new feature plush that captures the fun of this beloved extraterrestrial. Meanwhile, Attachmeez Collectible Mini Figure Blind Boxes are a popular collectible. These 10cm toys feature Disney’s Angel or Stitch in a fun pose – like enjoying a snack or listening to music. Consumers can display them on the included surfboard stand or perch them on a phone, computer screen, or otherwise.

Kids can step into the world of Barbie and indulge in imaginative play with Just Play’s beautiful collection. A hero line is the large 28-inch Doll that comes in a pink party dress and heeled boots. Also not to be missed is the Barbie Walk and Wag Puppy, a white, fluffy pup that barks, walks and wags her tail. Kids can dress her up, accessorise her fur with bows or barrettes and customise her collar with a variety of plug-in gems.

A. A. Milne’s Winnie the Pooh turns 100 in 2026, and Just Play is celebrating this milestone moment with its Disney Winnie the Pooh Bear-y Squishy Figures. This collectible assortment invites fans to find squishable, glittery Winnie the Pooh, Eeyore and Piglet figures that are packed with charm and display-worthy cuteness.

Disney Doorables is an evergreen performer that keeps fans coming back for more, with new themes and characters. In Full Bloom is the latest series that invites fans to open greenhouse doors to reveal a new series of Disney Doorables figures inspired by beautiful blooms, topiary treasures and fantasy florals. Each figure comes with a base and accessories that are easy to pop together.

An all-new Cat In the Hat movie is also coming this year, and to celebrate the new content, Just Play is introducing a licensed line that fans will love. Plus, it’s going to be a very Merry Grinchmas, with Just Play’s fantastic new toy offering inspired by Illumination and Universal Pictures’ animated feature film version of Dr. Seuss’ The Grinch.

EXG Pro

www.exgpro.com | info@exgpro.com

Following a strong 2025, EXG Pro has entered 2026 with continued momentum, building on its reputation for creating fan-fuelled, functional collectibles across a wide portfolio of global IP. With an expanding licensing network covering gaming, film, television and anime, the company’s Fan First approach remains central to its success. For 2026, EXG Pro is placing particular emphasis on new formats that broaden accessibility and drive retail engagement, led by the launch of its latest range, Peekos.

Peekos is the most recent addition to the EXG Pro line-up. Designed as a licensed nano phone holder, it sits in the realm of micro-collectibles and practical desk accessories, with each single box containing one of six possible figures. Each piece delivers strong character representation in a compact, highly detailed format, offering fans a new way to bring their favourite IP into everyday spaces. The Wave 1 release features six major licences, including Fortnite, Universal Monsters, Crunchyroll and KPop Demon Hunters. Built for scale, Peekos drives partners to extend character lines into a fast-growing, entry-level category, with an accessible price point that supports impulse purchasing while maintaining strong IP integrity.

The range also taps into wider retail trends. Smaller, character-led items are becoming an increasingly important part of the collectibles landscape, offering expression without requiring significant space or spend. For retailers, this creates a flexible merchandising opportunity within their high-traffic areas. Combined with a steady pipeline of new character releases, Peekos is designed to encourage repeat purchase and sustained engagement.

With the Blind Box industry continuing to expand, Peekos taps into a high-growth segment. At the same time, evolving consumer behaviour shows a degree of caution around fully blind purchases. Peekos responds with a flexible approach, allowing consumers to either buy blind or ‘peek’ their figurine before purchase. This balance between surprise and certainty strengthens perceived value and drives conversion at retail.

Alongside this launch, Cable Guys remains the cornerstone of the EXG Pro portfolio. Instantly recognisable and widely distributed, the range remains a proven performer within licensed collectibles, combining character authenticity with practical controller and phone-holding functionality. In 2026, Cable Guys will see the introduction of over 15 new SKUs, aligned with major entertainment releases and evergreen fan-favourite franchises such as Five Nights At Freddy’s, One Piece and Hello Kitty. As larger-format display pieces, they provide a strong visual anchor in-store, complementing the more compact nature of Peekos.

Together, these ranges reflect EXG Pro’s multi-tiered approach to the kidult character licensed merchandise, offering partners a balanced mix of price points, formats and consumer entry levels. By continuing to innovate across both established and emerging categories, EXG Pro remains focused on maximising the potential of partner IP. With a strong pipeline of launches and an emphasis on scalable, character-driven design, 2026 is set to be another impactful year for the business.

BLE Character Licensed Merchandise

Craze Toys

07908 793 246 | www.craze.toys

alf.blohm@craze-group.com

Craze Toys is one of the German-speaking region’s most dynamic and energetic companies, achieving success with its quality, retailready collectibles and impulse concepts, in large part thanks to a strong character licensing programme and excellent relationships with licensors. Having launched in the UK in late 2025, with distribution now managed by DKB, Craze is ready to replicate this European success and introduce its wide portfolio of character-led collectibles, compound and creative brands to a new market.

Character licensing is a major driving force behind Craze’s bathtimeinspired brand Inkee, where inspired creative direction has seen the company build a licensed bathtime world around renowned children’s brands and proven retail formats. From surprise bath bombs and bubble bath liquids, to face masks and bath fizzers, the Inkee range has helped turn recognised licences into collectible, impulse-led products with real shelf appeal. The innovative Inkee bath bombs with collectible figures hidden inside are launching in the UK with four strong licences – pre-school favourites Paw Patrol and Peppa Pig, and SpongeBob SquarePants and Hello Kitty to appeal to older children. These characters feature throughout the Inkee catalogue and include packs of shaped bath fizzers, character-branded face masks, scented bubble bath sachets and Inkee slime. With experience of giftable formats, Craze is also offering excellent value licensed Inkee bathtime cosmetic gift boxes bursting with sensory surprises. Making ideal birthday presents, these gift sets contain character-shaped bath bombs with special effects, scented bath drops, bath dust, crackling salts and a fun sponge accessory.

Elsewhere in the portfolio, Craze has expanded character strength beyond bathtime into other high-impulse categories across its market-leading compound brands. By stocking licensed versions of Craze’s Magic Dough, Magic Slime and Magic Sand, retailers can build their ranges around popular licences and give consumers more choice. By adding a licence as popular as SpongeBob SquarePants to its range of Magic Dough and incorporating fun branded elements into the play pattern, like a seaweed green colour, Craze has identified the importance of character appeal to drive repeat purchase. Similarly, the introduction of surprise collectible figures into the Magic Slime bags featuring SpongeBob SquarePants and Hello Kitty offers another point of difference and encourages children to come back for more to complete their collections. Character licensing also plays an important part in the company’s commitment to developing creative play brands, and the new Diamondz Crystal Painting lends itself perfectly to licences such as Hello Kitty, to offer crafters an artistic way to create a shimmering picture of their favourite characters.

Another area of expertise where licensing aids merchandising is Craze’s seasonal gifting development and its fantastic collection of Advent calendars. Presenting retailers with an excellent opportunity to combine surprise unboxing with gifting inspiration in the run-up to Christmas, the SpongeBob SquarePants, Peppa Pig and Kuromi calendars will all be available for 2026 and early orders are encouraged to guarantee stock. Craze also invests in FSDUs to help create theatre, improve visibility and build a stronger licensed destination in-store.

Craft Buddy

www.craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk

Craft Buddy returns this spring/summer with a strong line-up of new launches, combining globally recognised licences with proven collectible formats and engaging, screen-free creative play.

Leading the range is a major new Hello Kitty and Friends collection, celebrating one of the world’s most enduring cultural icons. Since 1974, Hello Kitty has grown into a global lifestyle phenomenon, now engaging a broad audience spanning kids, kidults and Gen Z fans. At the heart of the launch is the Crystal Art Sticker Album, featuring 20 pages and 102 stickers to collect and crystallise. The Starter Pack includes two blind bags, with additional blind bag sticker packs driving repeat purchase and collectability.

Building on themes of friendship and positivity, the range extends into over 15 additional items, including eight Buddies (featuring Hello Kitty, Kuromi, My Melody and more), four Bag Charms, two Scroll Kits (40 x 50cm), two Secret Diaries, a 4-in-1 Mega Activity Set, and two Crystal Art Birthday Cards, creating a wellrounded mix of craft, collectability and gifting.

Blind bags remain a key growth driver, reinforced through the Harry Potter Crystal Art Pin Badge collection, perfectly timed to align with the growing excitement around the highly anticipated Harry Potter TV series launching later this year. This range features 16 designs, including characters such as Harry, Hermione, Ron, Luna and Draco, alongside iconic symbols like Hedwig, the Golden Snitch, Hogwarts Crest and the four house crests. Each badge is individually packed in blind bags, encouraging repeat purchase, while the 2-in-1 format allows fans to wear or display their creations. Made from zinc alloy with crystal detailing (approx. 6cm), the badges combine crafting with fashionled collectability.

Craft Buddy also taps into the upcoming Toy Story 5 release with a new collection of Crystal Art Buddies and Bag Charms. The Buddies range includes Woody, Jessie, Rex, Buzz Lightyear, Alien and Lotso, while Bag Charms feature Woody, Buzz, Jessie and the Aliens, offering portable, clip-on collectibles perfect for bags and accessories. Importantly, the range reflects Toy Story’s core theme of traditional play versus technology. These hands-on kits offer a meaningful screen-free alternative, encouraging creativity, focus and mindful engagement for both children and nostalgic adult fans.

With powerful licences, accessible price points and proven formats, Craft Buddy’s latest launches deliver strong retail appeal. Many ranges are supported with counter display units (CDUs) to maximise in-store visibility, drive impulse purchases and create impactful point-of-sale displays. Blending creativity, collectability and cultural relevance, the ranges are designed to drive engagement, repeat purchase and standout shelf presence for spring/summer 2026.

Craft Buddy will be showcasing these ranges at the Toymaster May Show in Harrogate this month, where the company will also be offering an exclusive preview of their upcoming autumn/winter and Christmas collections. Exhibiting in the Lower Marquee, visitors will have the opportunity to explore the latest spring/summer launches and take advantage of special show-only offers.

BLE Character Licensed Merchandise

MGA Entertainment

07488 335 251 | www.mgae.com

For over 55 years, Little Tikes has been a trusted brand by parents and loved ones, known for creating engaging toys that spark imagination and encourage active play. The brand has been expanding into licensed properties with outdoor and educational ranges.

Little Tikes has expanded on its range of licensed stories for the family favourite Little Tikes Story Dream Machine, which lets children watch, listen and read along to their favourite stories by themselves, or with friends and parents with the release of the Gabby’s Dollhouse Collection. The new story pack invites little dreamers into a whimsical world of creativity, friendship and cat-filled fun. The Little Tikes Story Dream Machine's user-friendly functions allow families to simply insert a story cartridge and enjoy a multi-sensory story time, projecting onto any surface with built-in colourful lights and sound effects that help each story to magically unfold.

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

The iconic Cozy Coupe range’s latest addition, the Bluey Grannies Car Coupe, is inspired by the Bluey episode Grannies (season 1, episode 28) car. The car keeps classic Cozy Coupe features like a cupholder and removable floorboard, while adding Bluey touches: nine show soundbites when the horn honks, Grannie glasses and a can of Baked Beans. Suitable for ages 1-5.

The partnership also introduced new outdoor play sets including the Bluey Beach Water Table, which features Bluey and friend characters, a Lazy Water River, cascading pools and a sand/water cavity. Its evolvable legs mean that it can start on the floor and grow with the child. Drain plugs make it versatile, easy to clean and perfect for ages 1-6. The Bluey Bushland Adventure Splash Pad features sliding Bluey characters, spinning water gears and a waterfall tower for hours of splash fun. It folds for storage and suits ages 2-4. Finally, the Bluey Beach Day Sandbox, inspired by The Beach! episode, includes themed moulds, seats and a cover, holding up to 50kg of sand for kids ages 1-6.

Jazwares

020 3598 5119 | www.jazwares.com

Alongside Jazwares’ master toy licensed ranges for Pokémon and Five Nights at Freddy’s, Jazwares has hot new character-licensed toy ranges from Netflix’s Stranger Things: Tales From ’85 and KPop Demon Hunters, and Spiralcute’s Chiikawa and Mofusand launching this season.

Jazwares’ range of collectibles inspired by Stranger Things: Tales From ’85, an all-new animated series based on the popular Netflix franchise, is hitting shelves now. The series explores the untold adventures of the Hawkins crew during the winter of 1985. The new collection features a line-up of action figures inspired by the animated versions of Will Byers, Eleven, Dustin Henderson, Lucas Sinclair and Mike Wheeler, each paired with accessories inspired by their on-screen adventures, as well as 8-inch plush, Squishy Monster Figures with a hidden trapped-kid reveal when the figure is squeezed and an epic Monster Dissection Kit. Also included are HIC Flashlights, working flashlights that allow fans to insert an included film disc with two show-inspired scenes and project them onto any surface for immersive storytelling fun. Making their debut in the Stranger Things universe are new characters like Gourde Hord (a possessed pumpkin), Vine Dog (a gross new minion) and Nikki Baxter, the newest member of the Hawkins Investigator Club, all available as action figures.

Also dropping now is the much-anticipated plush range for Netflix’s KPop Demon Hunters. The comprehensive line includes innovative mini plush in Ramyeon cups with a surprise reveal, 4-inch clips, 8-inch core plush featuring Rumi, Mira, Zoey and Jinu, 12-inch and 18-inch Derpy Tiger, plus exciting branded collaborations with Squishmallows and BumBumz, capturing the epic demonhunting energy of Netflix’s most popular film.

Marking its new partnership with Spiral Cute, the award-winning character management agency from Japan, Jazwares will debut innovative blind box, clips, plush and figure lines for Chiikawa and Mofusand. Artist Nagano created Chiikawa through a manga series that became a cultural phenomenon in Japan. Alongside friends Hachiware and Usagi, Chiikawa faces small challenges with resilience and heart, resonating deeply with fans who see their lives reflected in these gentle adventures. Illustrator Juno created Mofusand, which features cats dressed in whimsical outfits or stumbling into humorous daily escapades, bringing warmth and laughter to audiences of all ages. The character brand has grown rapidly in Japan with its distinctive visual style.

Character licences are also a huge part of the strategic expansion of Squishmallows, with upcoming collaborations featuring Disney, Star Wars, Marvel, Hello Kitty and Friends, Care Bears, Bluey, Pokémon, Harry Potter, Sonic the Hedgehog and more.

BLE Character Licensed Merchandise

Trends UK

01295 768 078 | info@trendsuk.co.uk

Trends UK is home to a wide selection of licensed toys to support fun learning with help from Peppa Pig, Numberblocks, Alphablocks and Colourblocks.

The Learn with Peppa range is a favourite among families, bringing the power of Peppa Pig to early years development, with awardwinning toys that lead with learning first. All-new Peppa’s Play & Learn Laptop comes with four playful modes to enjoy – Touch & Tell, Discover, Quiz and Music. Engaging interactive learning adventures are guaranteed as children learn letters, numbers, colours, shapes, sounds and vocabulary. With light-up guidance and Peppa’s voice, it makes learning exciting and encouraging.

Also coming this spring, Peppa’s Sing & Learn Microphone invites fans to sing along with Peppa Pig in two play modes. In Quiz Time mode, Peppa tests observation and listening skills. In Sing-Along Mode, kids can perform songs alongside Peppa. These additions join existing favourites, including Peppa’s Play & Learn Alphaphonics, Count with Peppa, Peppa’s Phonic Alphabet, Peppa’s Flip & Learn Phone, Peppa’s Flip-Up Learning Pad and Peppa’s Smart Tablet.

Families will discover plenty more licensed Electronic Learning Aids (ELAs) in the mix, inspired by other favourite properties. Top Paw Patrol lines include the Count with Marshall play set and the ever-popular Ryder’s Alphabet Tablet. There’s something for Hey Duggee, Mr Tumble and Bing fans, too, including play phones and educational tablets. Trends UK also continues to extend its Colourblocks, Alphablocks and Numberblocks ranges with fresh new formats and play patterns.

The company’s portfolio now also includes licensed tableware and drinkware from Stor. Stopr has one of the largest catalogues of licensed household goods currently available, offering drinks bottles, food containers, lunch bags and children’s tableware in a variety of licensed designs that will be idealfor fans of KPop Demon Hunters, Minecraft, Bluey, Disney Stitch and Pokémon. There will be 26 Stor products to initially select from, across five different licences, with more to come later in the year.

Hunter Price

01616 531 306 | www.hunterprice.co.uk | home@hunterprice.co.uk

Hunter Price is bringing the iconic Lego brand to life through all-new stationery, arts & crafts and creative play collections, across multiple territories including Europe and the UK, Australia and New Zealand.

Developed by the creative team at the Consumer Product Playhouse, the ranges form part of a clear three-strand product strategy, designed to encourage fans to colour, create and build together, reflecting the Lego Group’s core values around creativity, imagination and playful collaboration.

The first product phase focuses on colouring-led creativity, with the launch of the Let’s Colour Together series. The collection features engaging colouring and sticker books designed to inspire imaginative play while allowing young fans to interact with their favourite Lego themes and characters. The first series of books and activities will continue to grow and evolve as the partnership with Lego expands.

Colouring continues to be a strong trend within children’s creative play, offering a balance of mindful activity, self-expression and screen-free entertainment. By combining this popular creative format with the instantly recognisable Lego brand, Hunter Price aims to deliver products that encourage children to explore creativity in an accessible and engaging way. Alongside the colouring-led range, the first phase will also introduce a selection of back-to-school essentials, including notebooks, pens, pencil cases and journals, bringing Lego creativity into the classroom. While the debut collections centre on colouring and creative expression, future phases will expand the concept further through Let’s Create Together and Let’s Build Together ranges.

Blokees

07585 400 586 | www.blokees.com | sales@theleftfieldgroup.com

Blokees continues to demonstrate strong momentum across its licensed portfolio, with recent activity underlining both demand and collectability. At the last TFNation Manchester, the newly launched Transformers Wheels line sold out within the first 15 minutes, while the highly collectible Action Edition IDW Tarn was fully cleared within 50 minutes of opening. The performance reflects both the brand’s growing presence within the Transformers fan community and the strength of its Assembly Character Toys positioning. Meanwhile, Blokees’ expanding DC range has also begun to generate attention in the UK market, with the Wheels line under this IP already building anticipation ahead of launch.

Within Japanese pop culture IPs, Blokees is also seeing encouraging traction. Recently launched in the UK, the Hatsune Miku Terrace Party series combines stylised character design with a rich set of accessories and interconnectable play features, enabling consumers to create modular display scenes and personalised setups. The range’s balance of collectability and customisation supports repeat purchase while appealing to both younger audiences and lifestyle-oriented collectors. Also within this category, Naruto continues to benefit from renewed visibility following its recent availability on BBC iPlayer, where audiences can now access the anime free of charge. This increased exposure is expected to further expand the IP’s reach in the UK, creating additional opportunities for licensed product development across the category.

Extending its assembly-led design approach into new formats, Blokees is also introducing character-led lifestyle accessories based on IPs such as Minions. These products retain elements of light assembly while expanding into multi-functional formats, combining decorative appeal with practical use, including wearable bead-chain charms suitable for phones, bags and keys, alongside retractable card holders with spring mechanisms. By integrating playful assembly with everyday utility, the range broadens usage occasions while remaining consistent with the brand’s model kit DNA. Looking ahead, Blokees is set to further expand its licensed offering with the planned launch of a Harry Potter model kit range later this year, signalling continued investment in globally recognised IPs and reinforcing the brand’s position within the UK’s growing collectibles and construction-led toy segment.

BLE Character Licensed Merchandise

YuMe Toys

www.yumetoys.com | emeasales@yumetoys.com

YuMe Toys continues to strengthen its position as a leader in licensed collectibles, delivering a multi-line strategy that blends global partnerships with format innovation. Across entertainment, anime, character and gaming properties, the 2026 portfolio is built around layered product ecosystems, strong shelf presence and formats designed to drive both collectability and repeat engagement.

A key pillar of YuMe’s portfolio, a powerful line-up of anime heroes including Jujutsu Kaisen, Solo Leveling and Kaiju No.8, is supported by distinct, complementary formats.

Jujutsu Kaisen leads with depth, spanning Bobble Hero Series 2, Pocket Hero keychains and Cursed Energy DZNR plush, balancing desk-ready collectibles with premium soft formats. Solo Leveling is anchored by the Shadow Rising Hero Box, delivering dynamic, scene-based blind box figures, supported by Bobble Hero Series 1 to broaden accessibility. Meanwhile, Kaiju No.8 Combat Series Hero Box brings bold sculpting and high-energy poses into a compact, displayready format. This is added to the earlier innovation brought to fans with the One Piece Barrel Capsule, which combined blind unboxing with strong licensed design to meet ongoing demand for discovery-led play.

YuMe’s partnership with Sanrio and Hello Kitty and Friends delivers a design-led, lifestyle-driven range anchored by the Mini Botanics Memo Stand Series, blending desktop utility with a calm, considered aesthetic. This is supported by a cohesive line-up including Forest Friends Mini-Dolls, Kuromi Birthday Party Series, Unicorn Series Figures and Night Light ranges, alongside portable formats such as Light-Up Camping Lamp keychains and Zoom Hero pull-back cars. Together, these lines balance gifting, collectability and everyday use.

Within its entertainment portfolio, YuMe’s Star Wars Cosbi range continues to build momentum through a unified, stylised collectible format. The Cosbi Bobble-Head Collection features core characters such as Grogu and Ahsoka Tano, while Series 3 draws on The Mandalorian with more narrative-led poses and chase variants. This is extended through the Cosbi Rider Collection, pairing characters with vehicles, alongside Balloon Cosbi Collection and Dark Side Bobble-Head ranges that add further breadth and display appeal.

Expanding into the world of gaming, YuMe’s officially licensed PlayStation collection introduces three complementary formats. The All-Star Hero Box delivers display-ready figures showcasing characters across fan-favourite game titles, including Kratos from God of War Ragnarök and Aloy from the Horizon franchise. This line is supported by YuMe’s Bobble Hero assortment for desk-friendly appeal and YuMe Pocket Hero keychains for everyday portability. Together, the range brings a strong roster of gaming icons into a cohesive collectible ecosystem. Across all categories, YuMe’s focus remains clear: translate leading IP into commercially sharp, design-led formats that resonate with today’s increasingly engaged and discerning collector.

Wigston

ben.cornwell@wigstonglobal.com

For generations, Little Tikes has been part of childhood, from first slides in the garden to imaginative role play that turns everyday moments into big adventures. In 2026, Wigston builds on that heritage, reimagining the brand through a creative play range designed to inspire children to explore, create and express themselves in new ways.

At the centre of the collection is the Little Tikes Water Doodle Adventure Mat, a product that captures the magic of creativity in its simplest form. With just water and imagination, children can draw, trace letters and shapes and bring their ideas to life, watching them appear and gently fade, ready to begin again. It’s a format that invites endless exploration, encouraging children to play freely without limits or mess. Little Tikes is all about inspiring children to ‘move, make and dream’, and this product embodies that spirit perfectly. Alongside this, the 5-in-1 Activity Colouring Set opens a world of possibilities in one place. Whether it’s colouring, drawing or completing activities, children are given the tools to tell their own stories, building confidence as they create. Each element has been designed to feel familiar yet exciting, allowing children to dip in and out of play in their own way.

Adding a playful, tactile twist, the Little Tikes Squishy collection brings characters to life through soft, squeezable forms. Bright, expressive and full of personality, these products tap into the sensory side of play, offering children a fun and comforting way to engage with the brand.

The range continues beyond playtime, with Bags for Life and colouring books that carry the Little Tikes world into everyday moments. Whether at home or on the go, the familiar characters and cheerful designs help keep creativity close at hand.

Throughout the collection, there is a clear intention: to create products that feel joyful, intuitive and full of possibility. By blending the trusted world of Little Tikes with thoughtfully designed creative formats, Wigston has crafted a range that invites children to imagine more, create more and explore more.

Going all in on Licensing Expo Feature Vegas Preview

How is this year's Licensing Expo looking at this stage?

This year’s Licensing Expo is shaping up to be the most dynamic and impactful event yet. We have a really strong line-up of exhibitors, in fact the most ever, with many new companies, innovative product showcases and exciting opportunities for collaborations across a wide range of industries. Key categories like Entertainment, Toys & Games, Sports, Fashion, Food & Beverage and Gaming are well represented, with both established brands and emerging players. We have a very strong roster of content, a full schedule of entertainment showcases and plenty of networking before, during and after the show.

What's new for 2026? How do you draw upon previous iterations to improve upon the show each year?

We take customer feedback very seriously. Every year,

Ahead of Las Vegas Licensing Expo’s return to the Mandalay Bay Convention Center from Tuesday 19th to Thursday 21st May, Toy World’s Caroline Tonks caught up with Anna Clarke, SVP of the Global Licensing Group at Informa Markets, to hear her thoughts on how this year’s show is shaping up and discover what sets this show apart in the busy global licensing calendar.

we talk to many different people at the show – exhibitors and attendees – and we also conduct a comprehensive post-show survey which tells us what we did well, and what we need to improve upon to make the experience as worthwhile as possible. Those improvements, where possible, are built into the following year’s show plan.

At the time of writing, we have 126 new exhibitors –117 of those are brand-new to Licensing Expo, and the rest are returning after a few years. The strong category representation reflects the work we’ve put in to ensure a diverse show floor – the No.1 ask from our attendees. Our complete exhibitor list has over 380 companies from 29 countries, including the largest number of companies from Asia since before the pandemic, with particular highlights being new brands from Japan and China.

We’ve also introduced new attendee ticketing options in line with the experiences people have told us they want. From more access to meeting requests and at-show networking to 101 education before the event, we have tried to cater for all requirements.

Which new brands are joining the line-up for this year's show?

This year, we have the most exciting list of new brands we’ve seen, including Zuru, Spiralcute, Major League Fishing, Republic Brands Group, Jantzen, Square Enix, Montana West, Robotime, Demo Diva, Goliath Group, Nippon TV, Panini America and Tokyo Broadcasting

System Television. More exhibitors are joining each day, and we’re excited to see the innovative offerings and fresh ideas they’ll bring to Licensing Expo this year.

Which talks, presentations and activations should visitors look forward to?

For anyone interested in entertainment, streaming and consumer trends, the Netflix keynote will be a must-see event. It’s a rare opportunity to hear directly from one of the most influential players in the industry, Marian Lee, who is the catalyst behind Netflix’s strategy to drive fandom.

The Food & Beverage keynote will feature speakers from PacSun, Bath & Body Works and Mars Snacking, moderated by CAA Brand Management. The Food & Beverage category is growing rapidly, and this keynote will explore why and explore how other brands can capitalise on the momentum.

Licensing International will unveil its annual new report data, while License Global will present its State of the Nation report. These sessions are important for anyone looking to understand the current state and outlook of the licensing industry. Artificial intelligence is also a hot topic, and the AI-focused session will explore its impact on licensing, product development and consumer engagement.

For attendees looking to dive deeper into specific sectors, the category-specific sessions are ideal. These sessions will cover Toys, Games, Fashion, Sports and Corporate Brands,

Feature Vegas Preview

with valuable insights and opportunities to discover new trends and partnerships within these categories.

Beyond the formal sessions, the Networking Hub, the Global Licensing Group booth and the Licensing International booth are great places to meet industry leaders and build connections. On-floor activations, like Tetris’ inflatable obstacle course, add a fun and interactive element to the event, making it a more engaging experience overall.

This year’s Opening Night Party is a true celebration, as we just announced the iconic Motown group The Temptations as performers – a truly historic occasion, as they are in the midst of their final tour as a group.

What is the Event Planner and why is it a tool that every exhibitor and visitor should utilise?

The Event Planner is essential to the event experience. It contains details of everyone participating in the show: their category, their interests, their regional representation and their event objectives. It also contains the complete event programme. Core to the platform is the ability for exhibitors to request meetings with attendees, and attendees to request meetings with exhibitors.

Licensing Expo is a meetings-based event and it’s essential to arrive with meetings already in your schedule. This year’s Planner has the most comprehensive search functionality we’ve ever had and even more robust AI function, suggesting key people that attendees should meet, based on their requirements. Last year, over 10,000 meetings were booked using the Planner.

How should attendees be preparing for the show?

Attendees should start by leveraging the Event Planner to search the Brand Directory, schedule meetings with exhibitors and add key sessions, networking events and after-hours activities to their personalised calendar. It also provides access to attendee profiles, making it easier to identify potential connections and collaboration opportunities.

Reviewing the agenda is another essential step in preparation. With a packed schedule of keynotes, panels and activations, attendees should prioritise sessions based on their interests and industry focus. Planning ahead ensures attendees can attend the sessions most relevant to their goals.

Finally, attendees should make time for special events like the Opening Night Party to network and see The Temptations performing.

Why is Licensing Expo an essential event for the toys and children's entertainment industry?

Licensing partnerships often inspire innovation in product design and development. Traditionally, when a movie, book, TV show, video game or any piece of content is slated, the first waves of products are in Toys & Games, and the category truly paves the way for future brand extensions. For example, a toy company might create a new line of action figures, board games or puzzles based on a blockbuster movie or a trending video game. The Expo allows companies to preview upcoming IPs and trends, giving them a head start in developing products that align with future consumer interests. For toy and game companies, participating in the Licensing Expo is an opportunity to showcase their capabilities and build brand recognition.

What sets Licensing Expo apart from other licensing events?

Licensing Expo stands out from other licensing events due to its unmatched scale, global influence and ability to build valuable connections across major industries.

The event showcases the latest global trends, global innovations and business development opportunities while offering unparalleled collaboration potential. It

consistently attracts major exhibitors such as Disney, Mattel, Hasbro, Paramount Global, NBCUniversal and Warner Bros. Discovery, alongside top retailers like Walmart, Target, H&M and Urban Outfitters. The line-up of industry heavyweights ensures that attendees have access to the most influential players in the licensing world. Additionally, Licensing Expo goes beyond just

showcasing brands, as it is a global hub for brand collaborations, IP extensions and ideas that shape the future of the industry. There are so many amazing announcements, content upfronts, new releases, executive moves and industry-driving discussions that come out of Licensing Expo. It’s truly an essential destination for anyone looking to thrive in the licensing space.

40 years later... it still hits like a truck. join us as we celebrate the 40th anniversary. come & meet us: Hasbro, booth g170.

in 2027, something big is coming

Paramount

ukcpmarketing@paramount.com

Stand O180

Paramount Products & Experiences will once again take centre stage at the 2026 Las Vegas Licensing Expo, showcasing a robust portfolio of world-class franchises that continue to resonate with fans of all ages and drive strong consumer demand globally.

Paw Patrol continues to set the benchmark in pre-school entertainment, remaining as the No.1 pre-school property in the UK, according to Circana (2025). The franchise’s momentum has been further reinforced by its performance on streaming, with Paw Patrol claiming the No.1 position in Netflix kids’ content by hours viewed in H2 2025 globally, driven by its debut on Netflix US, according to the newly released H2 2025 Netflix Kids Content Performance Report. This success builds towards a major cinematic moment in August 2026, with Paw Patrol: The Dino Movie landing in UK cinemas on 7th August. The third theatrical instalment in the franchise is set to fuel momentum across consumer products and retail. Looking beyond the movie, Paw Patrol’s evolution continues, with new content and fresh thematics planned from 2027, designed to keep little fans engaged as they grow with the brand.

A true pop culture icon, SpongeBob SquarePants continues to go from strength to strength as the longest-running kids’ animated series. Following the recent theatrical release of The SpongeBob Movie: Search for SquarePants in December 2025, the franchise continues to deliver strong performance across content and consumer products. The core SpongeBob SquarePants series is now also available on CBBC, with the channel added as a new destination for fans to watch content, significantly increasing accessibility for UK audiences. SpongeBob’s strength is also reflected in Netflix global streaming data, with the franchise dominating comedy animation at 143m hours viewed, sitting 40% ahead of its nearest competitor. Across consumer products, SpongeBob is experiencing record-breaking performance (Circana UK, 2025), fuelled by high-profile collaborations with brands including Made by Mitchell, Wild, Crocs and Adidas. With brand appetite at an all-time high, 2027 and the years to come will see further innovative collaborations and product launches.

Paramount is also powering up investment in one of its most iconic cross-generational IPs, Teenage Mutant Ninja Turtles. Sweeping plans are under way to expand the franchise through multiple ventures, including a pre-school-targeted digital series and two upcoming theatrical releases. The brand has also seen recent high-profile tie-ins, such as Wizards of the Coast’s Magic: The Gathering and development on the VR game Empire City. A major milestone for the franchise is the announcement of a multi-year global licensing partnership with Mattel, which will see a broad range of TMNT consumer products roll out worldwide from 2027, spanning action figures, play sets, vehicles, games, collectibles and role play. New product lines will also align with the theatrical animated sequel Teenage Mutant Ninja Turtles: Mutant Mayhem 2, releasing on 13th August 2027, followed by a new theatrical live-action/CG hybrid film in 2028, further reinforcing TMNT’s position as a leading brand for retail and licensing partners.

Pokémon returns to Licensing Expo on a high after yet another year of sensational success, keeping it riding high as the world’s largest single property.

Record-breaking retail growth across Europe was mirrored in the UK where it enjoyed its best-ever year, claiming the No.1 toy property position for the first time (up from No.3) with a 45% growth year on year (source: Circana). This success saw it named Global Top Toy Property of the Year and Europe’s Top Gaining Toy Property of the Year by Circana, with Pokémon Trading Cards voted Toy of the Year 2025 at January’s Toy Industry Awards.

And 2026 looks set to be another exceptional year for this iconic global phenomenon as it celebrates 30 years of Pokémon with a packed programme of activity across its vibrant, multi-faceted universe.

Pokémon continues to evolve its range of toys, games and collectibles, offering something for everyone across diverse lines and price points. New this year is the highly anticipated first-ever collection of Lego Pokémon, featuring five fan-favourite Pokémon recreated in Lego brick form. Alongside dynamic poses from Pikachu and Eevee, the Venusaur, Charizard and Blastoise set is one of the Lego Group’s largest ever display sets, made up of over 6,838-pieces.

Wow! Stuff’s Pikachu Puppetronic brings the iconic character to fans like never before. Utilising its award-winning Puppetronics technology, the RealFX model features over 120 sound and action combinations for a wholly immersive experience.

Jazwares’ award-winning toy range continues to go from strength to strength. Latest hits include the Pokémon Battle Spinner Arena Set and Pokémon Carry Case Battle Ruins Playset, with compatible Pokémon Battle Figure 3 Packs that include two 2-inch figures and one articulated 3-inch figure. New 6-inch super-articulated figures include the Pokémon Select Mega Charizard Y, with Blastoise and Incineroar figures due later this year. Plush remains ever-popular, with new releases including 8-inch Vulpix & Leafeon to sit alongside fan-favourite Pikachu, and a supersized 18-inch Umbreon Sleeping Plush.

A bumper year for video games sees a host of new titles. Pokémon FireRed Version and LeafGreen Version, the 2004 remakes of the original 1996 Pokémon Red and Green video games, launched as digital download-exclusives for Nintendo Switch/Switch 2. The Pokémon Champions battle-focused game also just launched on Nintendo Switch, coming later this year on mobile devices; and another new launch on Nintendo Switch 2 is the cosy new world-building adventure Pokémon Pokopia, the highest-rated Pokémon game of all time.

Trainers can look forward to a new Pokémon TCG expansion in 2026 – the first-ever to debut with a simultaneously coordinated global launch in participating markets, followed by additional product releases throughout the year.

Further ahead, the next titles in the Pokémon video game series, Pokémon Winds and Pokémon Waves – featuring a beautiful open world to explore – arrive on Nintendo Switch 2 in 2027, as Pokémon continues its reputation for innovation and creativity to keep this beloved brand riding high at the forefront of entertainment for years to come.

Visit us at the Las Vegas Licensing Expo at booth #P240.

www.sega.com | soebrandlicensing@sega.co.uk

Stand U210

At this year’s Las Vegas Licensing Expo, Sega will spotlight its key properties, unveiling licensing strategies and experiences that will delight fans for years to come.

Sega places the Sonic the Hedgehog brand at the core of its licensing strategy, marking the 35th anniversary with extensive celebratory campaigns planned for 2026. The year began with a retrospective social media campaign highlighting Sonic's impact over the decades. Fans can anticipate in-person activations, digital and physical content and anniversary-themed merchandise and collectibles to celebrate the franchise's legacy. Sonic's influence extends beyond gaming into film, television and merchandise, driving the brand's success and opportunities for unique licensed products.

Sega will continue its multi-year partnership with McLaren Racing to enhance Sonic's presence in motorsport. Additionally, a multi-year agreement with the International Olympic Committee celebrates the legacies of both Sonic and the Olympic brand. Looking forward, Paramount Pictures and Sega plan to release Sonic The Hedgehog 4 in March 2027, alongside several high-profile collaborations that promise an exciting future for the franchise.

In 2026, Sega also celebrates the Persona franchise's 30th anniversary, highlighting Atlus's reputation for creating deep RPG and narrative-driven games. Persona has become one of Sega's leading pillars, known for engaging storytelling that builds strong emotional connections with fans.

To honour this milestone, Sega plans multiple fan engagement activities, such as P-Live, featuring music from the franchise. Persona Live 2026: Awakenings, the first-ever US performance, attracted music fans and showcased the unique concert series blending gaming and music audiences. Additional pop-ups, appearances at Anime Expo, cosplay and merchandise releases are also planned throughout the year.

2026 is a big year for the Angry Birds franchise, as the highly anticipated third animated film, The Angry Birds Movie 3, is scheduled to hit cinemas on 23rd December 2026. With the brand now under Rovio and Sega's combined transmedia expertise, the film is poised to be an unforgettable major brand beat, driving demand for innovative, tailor-made licensed products across the globe in 2026 and beyond.

To explore collaboration opportunities with Sega, please visit the Sega booth U210 at Licensing Expo 2026 or contact the team via the details above.

Libertas Brands

fugglers@libertasbrands.com

Stand R194 (Retail Monster) and Stand J204 (WildBrain CPLG)

2026 has kicked off in gloriously chaotic fashion for Fuggler, with the brand now going mobile. Blue Zoo Digital launched Fugglers: Reckless Runner – the brand’s first-ever mobile game in April 2026 – on both the App Store and Google Play. This fast-paced, ad-free runner throws players into a waddling stampede of mayhem, guiding Fugglers through unpredictable levels, collecting loot and unlocking new characters along the way. It’s a natural next step for a franchise that has already exploded across digital content – and proof that Fugglers are no longer just lurking on shelves, but now living in the pocket of consumers.

Following a breakout 2025, the brand has doubled down on content across TikTok, YouTube and Instagram. The audience continues to skew toward teens and kidults, with female teens and kidults making up around 60% of the fanbase. TikTok remains a chaos engine, with over 100,000 pieces of fan content generating more than 1.6b views. Across owned channels, Fuggler has now surpassed 1.8m followers, with engagement consistently exceeding 5%.

At retail, Fuggler’s global footprint continues to expand, now live in 80+ markets across major partners including Walmart, Target, Tesco, Smyths, Amazon, Costco and beyond. Bold POS and disruptive merchandising are driving visibility – and stopping shoppers in their tracks.

Collabs remain a key driver of momentum. Gremlins, DC Heroes and Jaws ranges continue to perform globally, while 2026 has introduced SpongeBob keychains, PowerPuff Girls and Care Bears, with more unexpected partnerships on the horizon. Meanwhile, the core range continues to evolve with themes like Fugg Life, Old Fogies, FuggStars, Nipple Fuggs, Fuggalicious and Alley Cats – plus a few secrets not yet unleashed.

Beyond plush, the Fuggler infestation continues across categories, with 65+ licensees globally spanning collectibles, apparel, accessories, stationery, pet toys, homewares, publishing, costumes and digital. Key partners include PMI, Poetic Brands, Difuzed, Hunter Price International, MoonPig.com, Trends International, Isaac Morris, Jada, SkyBrands, Panini, Franco Manufacturing, Wow! Stuff and Tibles (home of the FuggClub app), with more deals in progress worldwide.

Supporting this growth is a strong global agent network: Retail Monster (US/Canada), Haven Global (Australia/NZ), Creative Minds (Japan), FIR Ventures (China/HK/Taiwan) and WildBrain CPLG (rest of world), alongside Libertas Brands in the UK & Ireland.

At Licensing Expo 2026, one thing is clear: Fuggler has evolved far beyond a toy line into a fast-growing content and licensing universe, powered by fans, fuelled by chaos and spreading faster than ever.

Stand O192

As Miraculous: Tales of Ladybug & Cat Noir enters its second decade, Miraculous Corp, the joint venture between Mediawan and Zag, is accelerating its evolution with a global pipeline spanning television, film, digital content, immersive experiences and consumer products. The strategy positions the brand for sustained growth across both entertainment and licensing sectors.

Content remains a key driver, anchored by the flagship series that is distributed across the world’s three most powerful platforms. Disney serves as the primary home, followed by Netflix and YouTube, maximising global reach and audience engagement in more than 150 territories. According to data from Parrot Analytics, the property ranks as the second most in-demand kids’ IP worldwide, second only to SpongeBob SquarePants. Season 6 is currently airing, Season 7 is in production and a new theatrical feature film, produced by John Cohen alongside Jeremy Zag, is in development.

Beyond the core series, Miraculous Corp continues to expand its universe through targeted new formats. These include  the first original spin-off, Miraculous Stellar Force, a Tokyo-set anime-inspired series acquired by Disney Branded Television for Disney Channel and Disney+, and Miraculous Chibi, a short-form comedy series that launched on YouTube and TF1 in 2025, with Disney Branded Television launching the series in 2026. Together, with a strong YouTube ecosystem spanning 47 channels, 52b views and 49m subscribers, these initiatives ensure consistent global engagement and discovery.

Beyond content, Miraculous Corp is expanding aggressively into experiential and live entertainment. New initiatives this year include Miraculous Experience: Superhero Training at Moir in Paris and Miraculous Adventure in Doha, the brand’s first family entertainment centre in the Middle East from Ground Control.  Looking ahead, a large-scale live stage production in partnership with MonLove is slated for 2027, combining advanced stage technology, music, acrobatics and visual effects. These experiences are designed to bring the brand’s core themes, heroism, transformation and empowerment into fully immersive, real-world environments.

Consumer products remain central to the brand’s growth strategy with close to 300 partners around the world. Miraculous Corp continues to strengthen its global licensing network through partners including WildBrain CPLG, the company’s newly appointed licensing agent of record outside of the Americas, and Jazwares, the brand’s global master toy partner who will launch the first toy line in spring 2027. Recent global partnerships include Suplay-Kakawow, a premium collectible card brand under Suplay, which will distribute trading cards and related accessories such as card albums and card brick. Hyundai Technology will deliver branded tablets, computer accessories, headphones and earbuds globally (excluding China), with rollout scheduled for Q4 2026. And French West, under the Signature Scent Group brand, will launch a line of perfumes and scented candles tailored to young adults, alongside a dedicated range for children, debuting in Q3 2026.

In the US, Miraculous Corp is rolling out a robust slate of consumer promotions designed to connect with families in everyday environments. Beginning in late May through August, the brand will partner with SweetFrog Premium Frozen Yogurt for a nationwide summer promotion. This will be followed by a tween-focused skincare collaboration with Pippa in July and August. Autumn activations include in-store promotions with Rocky Mountain Chocolate Factory, alongside activity-based partnerships with Color Me Mine, Snip-its and Cookie Cutters. These curated partnerships reinforce brand visibility while aligning with Miraculous’ core audience and values.

Interactive and gaming experiences are another pillar of growth. The Miraculous Roblox experience is approaching 1b plays, making it one of the platform’s most successful branded games. Additional collaborations, including integrations with Talking Tom & Friends and Stumble Guys, extend the brand’s reach to hundreds of millions of players worldwide.  Ultimately, Miraculous Corp’s strategy is anchored in a clear and resonant promise: anyone can live like a hero. By combining compelling storytelling with immersive experiences, strategic partnerships and a rapidly expanding licensing ecosystem, the Miraculous franchise is well-positioned to remain a dominant force in kids’ and family entertainment for the next decade.

Outfit7

www.outfit7.com

Stand P240

As children’s entertainment continues to expand beyond the screen, Talking Tom Heroes: Suddenly Super is taking a clear step into the physical play space with a toy line designed to bring its world into everyday life. Rather than simply mirroring the series, the collection has been developed to give children the opportunity to build on it, turning familiar characters and storylines into something they can shape through their own play.

At the centre of the series are Talking Tom and his friends, who gain unexpected powers and must learn how to use them together. Teamwork, problem-solving and fast-paced action drive each episode, creating a structure that naturally translates into play. These same elements have been carried into the toy line, ensuring that what children experience on screen can continue beyond it in a way that feels connected and easy to engage with.

The toy line, developed with Spider International Business Development, has been built around translating the series into something children can actively use. Instead of focusing only on how the characters look, the products reflect how they behave in the show, their powers, their personalities and the roles they play within the team.

This is reflected across the range. Action figures highlight individual characters, and their abilities and vehicles are tied to movement and action. The intention is to give children recognisable elements from the series, while still allowing them the freedom to create their own scenarios. Spanning action figures, plush and vehicles, the collection offers different ways for children to engage. Some products focus on character connection, while others are more play-driven, encouraging role play and interaction.

Following its launch in Italy last year, the toy line is continuing to expand across Europe, with key markets including the UK, Portugal and Spain rolling out this year, and additional territories expected to follow. In the UK, the range will be introduced by Character Options, Boti Europe for Benelux and DACH regions, while expansion into the US market is being prepared in partnership with PSi Retail Services, reflecting a broader strategy to establish the brand across major international retail markets.

At the same time, Talking Tom Heroes: Suddenly Super marks a new chapter within the wider Outfit7 portfolio, reimagining the well-established Talking Tom & Friends brand for a younger audience. While the original franchise has built a global following across mobile, digital and entertainment platforms, the series reshapes its characters and world into a more structured, story-driven format designed specifically for kids. By placing a stronger focus on teamwork, humour and action, it introduces the characters in a way that feels both accessible and contemporary, while still maintaining the familiarity that has made the brand so widely recognised.

Blue Zoo Licensing

020 7434 4111 | www.blue-zoo.co.uk/licensing

Stand A196

From global pre-school phenomenon Numberblocks to breakout hit Mojo Swoptops, Blue Zoo Licensing continues to create fun, playful and award-winning programmes that spark imagination, inspire learning and deliver measurable retail success for partners worldwide. With a full 360-degree licensing approach, the team transforms beloved content into sustainable franchises through strategic partnerships and retail-ready products spanning toys, publishing, apparel, live experiences and digital learning.

At this year’s Licensing Expo, Blue Zoo Licensing will spotlight the continued momentum of the Blocks Universe, the powerful brand ecosystem uniting Alphablocks, Numberblocks, Colourblocks and Wonderblocks. The portfolio continues to outperform across key markets, demonstrating strong demand from retailers, educators and families. In the UK, Numberblocks delivered +38% growth overall in pre-school in FY2025, confirming its status as one of the fastest-growing pre-school properties in the market. Master toy lines have seen year-on-year sales growth, with top-selling SKUs performing strongly across both retail and education channels.

In the US, the success story continues. Numberblocks has seen +73% year-on-year growth, supported by expanding retail distribution and strong consumer engagement. The brand is now present in major national retailers, including Walmart, Target, Amazon, Meijer, Kohl’s and Costco, with further expansion planned into 2026. Importantly, the educational credentials of the Blocks brands remain a key differentiator, with new research showing 50% of US classrooms use Blocks Universe brands as part of their learning environment.

Audience engagement remains a major driver of licensing success. Across the Blocks Universe channels, there are approximately +33m views per day. The dedicated Numberblocks YouTube channels continue to perform strongly, generating more than 17m views daily around the world, demonstrating sustained demand for high-quality educational entertainment.

Internationally, the brand continues to scale rapidly. South Korea has emerged as a top-performing territory, where Numberblocks ranks No.1 across major broadcast platforms and has supported a successful live stage show programme. Toy sales have doubled in the past year across key Latin American markets including Peru, Chile and Brazil, while European markets are also showing strong growth, with year-on-year sales increasing in Germany and Spain. New agents are now active across multiple regions including Asia, the Middle East and Europe, supporting continued global expansion.

Alongside the Blocks portfolio, Mojo Swoptops continues to build momentum as one of pre-school’s most exciting emerging brands. Following its successful launch on CBeebies, the action-adventure series has demonstrated strong audience engagement and clear toyetic appeal through its signature vehicle transformation mechanic. With Series 2 launching in October 2026 and a growing pipeline of products across vehicles, publishing and creative play categories, the brand is well positioned for further international growth.

Looking ahead, Blue Zoo Licensing remains focused on sustained franchise development through new content, expanding retail partnerships and innovative product launches. With strong performance across major markets and a steady stream of new opportunities on the horizon, the portfolio continues to offer compelling potential for licensees and retailers seeking trusted, high-growth pre-school brands.

For global licensing queries, contact Karen McNally at karen.mcnally@blue-zoo.co.uk. For US licensing opportunities for the Blocks Universe, contact Leslie Levine at leslie@licensingworks.us.

Jazwares

020 3598 5119 | www.jazwares.com Stand S214

Jazwares continues to accelerate the global expansion of the Squishmallows brand through a dynamic portfolio of cross-category collaborations spanning beauty, gaming, apparel, home décor and more. Building on an already impressive roster of best-in-class partners, Squishmallows is rapidly evolving into a true global lifestyle brand with broad consumer appeal.

Launched in 2017, Squishmallows has grown into a global lifestyle franchise and the No.1 plush worldwide, with 600m+ lifetime plush units sold worldwide in 60+ countries. Known for their ultrasoft texture, unique personalities and irresistible collectability, Squishmallows have captured the hearts of fans of all ages, generating over 15b organic social impressions across TikTok, Instagram and Snapchat. This strong brand equity and popularity have resulted in licensed collaborations with hit entertainment brands and multiple line extensions. The brand has earned 10 Toy of the Year (TOTY) Awards, introduced new collaborations with hit entertainment giants including Disney, Warner Bros. and Netflix, and expanded far beyond plush through partnerships with Kellogg’s, TonyMoly, Panini, Puma, McDonald’s, H&M and more.

Since launching its licensing programme in 2022, Squishmallows has quickly scaled into fashion, accessories, home, health & beauty, stationery and consumables with 120+ global partners, establishing a powerful retail presence in collaboration with leading brands around the world. With unstoppable growth, global recognition and an ever-expanding Squad, Squishmallows continues to spark joy and drive collectability.

In Europe, Jazwares is set to further strengthen its licensing footprint in 2026, partnering with leading regional licensees to deliver meaningful, fan-first product extensions for UK fans and collectors. New collaborations will include Skinnydip (phone cases and T-shirts), The Carat Shop (jewellery), Egmont (monthly magazine for pre-teens), Rebel Rebel (Troublemaker cosmetics), Dr Paw Paw (lip balms) and Penguin Random House (cosy colouring).

Alongside these additions, Jazwares will build on a strong foundation of renewed partnerships with Danilo, Bioworld, Lazerbuilt, Ravensburger, Curious Universe, Hox, Blueprint and Hunter Price. The business will continue to drive growth across apparel and softlines, with a particular focus on the older girls’ category, while also expanding into new European markets, including France, Spain, Turkey and Greece. Looking ahead, 2027 is set to be a milestone year for Squishmallows, with exciting 10-year anniversary plans to be unveiled in Q4 2026.

BBC Studios

www.bbcstudios.com

Stand N204

BBC Studios’ Bluey continues to resonate with audiences around the world, strengthening its position as the most-streamed show in the US for the second year running, according to Nielsen Streaming Content Ratings, and growing as a much-loved franchise beyond the screen through carefully curated experiences, premium products and meaningful partnerships.

Shared family experiences took centre stage in March 2026 as Bluey made its Disneyland debut with Bluey’s Best Day Ever! – an interactive theatre experience – and the world’s first Bluey coaster, Bluey the Ride: Here Come the Grannies!, officially opened at CBeebies Land at Alton Towers Resort in the UK. Fan-favourite Bluey Book Reads returned with actress Diane Kruger hosting the first-ever live German-language event for families in Munich. Following the continued success of its tour, Bluey’s Big Play – The Stage Show also premiered on Disney+ in March, bringing the much-loved production to audiences at home across the globe.

Best-in-class partners like Moose Toys, Lego and VTech continue to elevate the creativity and innovation behind Bluey toy products, delighting fans with new lines inspired by the 2026 brand theme Playdates with Friends, which celebrates connection, friendship and even more play. Highlights include Moose Toys’ Bluey Fuzzies, a range of over 80 minifigures inspired by iconic, fan-favourite episodes which translate Bluey storytelling into tactile, fuzzy and highly collectible toys. The Lego Group is also extending its Bluey portfolio across Lego Duplo and Lego 4+ with new sets landing at retail in June.

The brand continues to move seamlessly into everyday family life, supported by collaborations with familiar, trusted names including Kellogg’s, General Mills, Colgate, Converse, Pottery Barn, Bush’s Beans and Crunch Pak.

Gaming has rapidly become another key pillar in Bluey’s evolution as a global lifestyle brand. Recent launches include Bluey’s Quest for the Gold Pen, a brand-new story-led adventure game written by Joe Brumm and developed with Halfbrick Studios, alongside Bluey’s House on Minecraft. Later this year, Bluey will partner with Gameloft on Bluey’s Happy Snaps, inviting kids and families to play together in Bluey’s world which further cements the brand’s presence in digital play.

Music is also a powerful cultural touchpoint for Bluey fans. The highly anticipated orchestral album Bluey: Up Here, composed by Joff Bush, has debuted to rave reviews. The new album underscores the deep emotional connection audiences continue to feel towards the Bluey brand.

Licensing Expo plays a central role in bringing BBC Studios together with partners across its broader portfolio too, including Doctor Who, BBC Earth and Top Gear, to unveil new properties and highlight what’s next, further strengthening fan connections and driving global reach.

Minecraft

www.minecraft.com | minecraftcp@microsoft.com

Stand J98-J103

Following a strong year in 2025, highlighted by the theatrical release which generated nearly $1b at the global box office and featured multiple high-end collaborations, Minecraft arrives at Licensing Expo with new collaborations and licensing partners around the world, an expansion of its location-based entertainment initiative, a new theatrical release and a new series with Netflix in the works.

Minecraft’s licensing ecosystem continues to thrive through strategic partnerships that bridge gaming, fashion, food, collectibles and lifestyle categories. A standout success comes from the November 2025 launch with Australian Gen-Z pop culture brand Cool Shirtz. The Very Cool x Minecraft collection sold out within minutes of its initial drop, with continued restocks carrying momentum into spring 2026.

The brand’s multi-year partnership with Adidas remains a cornerstone of its licensing strategy. Throughout 2025, Minecraft and Adidas expanded their crossover of sport, gaming and culture with multiple physical and digital activations.

Fashion also took a playful turn with OppoSuits, whose global collaboration launched in September 2025, featuring bold, colourful designs inspired by iconic in-game elements. The collection brought Minecraft’s signature creativity into standout apparel for both kids and adults.

Minecraft is also expanding into new consumer product categories with a slate of global partners. A major collaboration with Danone introduced a campaign across 11 markets through Actimel, combining functional nutrition with playful Minecraft branding and a strong marketing push across Europe.

The collectibles and activity categories are also seeing strong growth. Sticki Rolls introduces an interactive sticker ecosystem featuring collectible sticker rolls, coordinating bracelets and charms, and a companion collector book to track fan collections, launching globally in August 2026. Also debuting in August, Horizon Group USA is expanding Minecraft’s footprint in STEM, compounds and creative play with new products, including Gelli Gels, Topper Jars and Dig Kits, rolling out across North America.

Finally, a new global plush partnership with Ty debuted in early 2026, combining the iconic Beanie Babies format with beloved Minecraft characters including Steve, Creeper, Bee and Ender Dragon, bringing tactile play to one of gaming’s most recognisable worlds.

Minecraft’s first-ever interactive attraction, Minecraft Experience: Villager Rescue, which debuted in Dallas in 2024, is opening in four more cities around the globe in the coming months. In addition, the brand has announced Minecraft Experience: Moonlight Trail for fans and families to experience Minecraft outdoors, at night, and in real life – something that will feel familiar and entirely new at the same time.

Building on this momentum, Merlin Entertainments and Mojang Studios recently announced Minecraft World, the world’s first fully immersive Minecraft theme park land. Opening in 2027 at Chessington World of Adventures in Greater London, Minecraft World is a $70m project that represents the next major evolution of the franchise.

The Minecraft movie sequel builds on the first film’s blend of adventure and creativity, expanding the blocky world into a larger universe, diving deeper into the lore of the Overworld and beyond while maintaining the franchise’s signature humour and accessible tone. The sequel, in theatres July 2027, aims to elevate the stakes, broaden its appeal to fans and longtime players, and forge new audiences.

Minecraft’s universe is also expanding into streaming. A brand-new animated Netflix series is currently in development. The show will feature original characters and storylines, offering a fresh perspective on the Minecraft world. Launching exclusively on Netflix, the series is expected to captivate new and longtime fans alike.

Hasbro Licensing

www.hasbro.com

hasbrobrandpr@hasbro.com

Stand G170

As a leading games, IP and toy company, Hasbro Licensing is set to showcase its mission to create joy and community through the magic of play with a full slate of exciting announcements and collaborations at Las Vegas Licensing Expo 2026 this year. At its stand, Hasbro will spotlight its powerhouse portfolio for a standout year.

Peppa Pig leans into bold storytelling, celebrating confidence and inclusion, brought to life through dynamic experiences and products. Following the family’s recent discovery that George has moderate hearing loss in one ear, the brand is thoughtfully evolving to reflect this journey. From new Lego Duplo sets to a reimagined George character at Merlin Entertainments attractions, and new Special Educational Needs and Disabilities (SEND)-symbolised books from Every Cherry Publishing, this story is expressed in both meaningful and accessible ways.

At the same time, the portfolio expands with launches from Huffy, Joya Apples, RuffleButts, Tonies and more. Together, these moments broaden Peppa Pig’s reach across play, lifestyle and everyday family experiences, cementing its place as a forward-thinking brand that continues to grow, connect and make a lasting impact.

2026 marks the start of a year-long celebration of The Transformers: The Movie’s 40th anniversary, honouring the animated film’s bold storytelling, iconic characters and one of the most talked-about moments in franchise history: the loss of Optimus Prime. This defining moment has inspired the 1986 Apology Tour, a playful, fan-first campaign that brings audiences together to relive and reflect through special events and screenings.

The celebration continues through new collectibles and storytelling from partners including Jada Toys, ShuShu Papa, Skybound Entertainment, Super7, Threezero, Trends International and more, creating fresh ways for fans to honour the brand’s legacy while celebrating its enduring cultural impact across generations.

For more than 40 years, My Little Pony has inspired generations through fan-driven products and campaigns rooted in self-expression, friendship and community. From Kayou’s Friendship Eternal Cards Moon Edition 2 to new music releases from DJ Pon-3, the brand is experiencing a strong resurgence as it continues to evolve and engage teens and young adults who are actively leaning in and calling for more ways to interact with the brand. With the Lunar Year of the Horse as a cultural anchor, the brand blends heritage with fresh appeal while tapping into rising nostalgia among adult fans. Strong emotional resonance and new collaborations with Samii Ryan, Kayou, Stella McCartney and more, signal major moments of growth and renewed global excitement in the year ahead.

In 2026, the iconic Power Rangers franchise enters a new chapter with a focus on innovation, crossgenerational fandom and strategic brand expansion. Anchored by Playmates Toys’ ReIgnition line and supported by expanded dressup, role play, lifestyle offerings and a growing ecosystem of contentadjacent and licensing partnerships, the franchise continues to energise retail and drive growth across toys, fashion, collectibles and future entertainment platforms.

For more than 50 years, Dungeons & Dragons has invited players to gather around the table, embarking on unforgettable adventures shaped by imagination, storytelling and shared play. From the world’s greatest role playing game to video games, entertainment, publishing and collectibles, D&D continues to engage fans across categories and generations. The brand is building momentum through immersive live experiences like Universal Fan Fest and collaborations with partners including AEG, Basic Fun!, Wiz Kids, Sirius Dice, Penguin Random House, Dark Horse Comics and more.

Universal Products & Experiences

www.universalproductsexperiences.com

Stand U188

Universal Products & Experiences (UP&E) returns to Licensing Expo 2026, setting the stage for its next chapter of growth and showcasing the breadth and influence of its portfolio, fuelling fandom and shaping culture.

This year’s showcase spotlights the full power of Universal, spanning global blockbusters and iconic brands that fans have celebrated for decades. Upcoming film releases include DreamWorks Animation’s Shrek 5 and Universal Pictures’ How to Train Your Dragon 2.

The Fast & Furious Saga marks its 25th anniversary throughout 2026, celebrating a cultural phenomenon as Universal prepares its next chapter, Fast Forever, in 2028, and Jurassic World continues to inspire fans of all ages as the definitive dinosaur brand.

Building on its recordsetting momentum, Wicked continues with major tentpole moments and elevated consumer offerings to deepen ongoing fan engagement.

Additionally, after dominating Netflix in 2025 as the No.1 kids’ original series and delivering a breakout theatrical release, Gabby’s Dollhouse enters its next chapter as a true pre-school powerhouse.

From The Real Housewives to Below Deck, Bravo’s portfolio fuels a non-stop cultural conversation, powered by bold personalities, unforgettable moments and loyal Bravoholics everywhere.

Rooted in fandom, legacy brands such as Felix the Cat are reimagined to unlock culture across fashion and lifestyle. Additionally, Horror remains a constant cultural driver, with Universal’s storytelling legacy reinterpreting the timeless Universal Monsters – Dracula, Frankenstein, The Mummy and more – alongside modern franchises like The Exorcist, reinforcing the studio’s ability to continually build upon its heritage for contemporary audiences.

From newness and nostalgia to broad appeal and deep fandom, UP&E’s vision is rooted in a simple truth: fandom is universal. Visit UP&E at Licensing Expo 2026 to explore partnership opportunities across one of the world’s most powerful entertainment portfolios.