Welcome to the April issue of Toy World – yes, we have arrived at the start of Q2 already. The good news is that Q1 2025 has got the year off to a strong start. While the March numbers weren’t confirmed at the time of writing, this month’s Circana column confirms that the UK toy market saw sales increase by +7% in value and +3% in units for January and February.
This healthy performance bucks the trend of recent years, where the UK toy market has often struggled in the early months. It is also most welcome, as we know what lies ahead this month, so better to be ahead at this stage of the game than lagging behind with ground to make up, when economic headwinds are about to get brutal.
The list of consumer prices that are about to rise is eyewatering: energy, water, broadband / streaming / mobile, council tax, car tax and TV licence bills are all due to increase. All businesses will have to grapple with an increase in National Insurance contributions, while retailers will also have to factor in a rise in the minimum wage and a cut in business rates relief. You only have to throw in the line “Orange man and Russia’s war, I can’t take it anymore” and we have a 21st century update to Billy Joel’s legendary ‘We Didn’t Start the Fire.’
Retailers from every channel are already starting to look at how they navigate the coming months. Fenwick, Hobbycraft and Poundland have all appointed advisors to look at potential restructuring or even a sale. Frasers staff are under consultation, while other retailers are undoubtedly exploring their options to balance the books and maintain a viable operation. But as the old 80s song says, ‘When the Going Gets Tough, the Tough get Going’ – and I am sure that the toy market is once again going to show its mettle when its collective back is against the wall.
We have many things in our favour, not least the fact that our major selling season for higher price points is still seven months away – plenty of time for the initial shock of April price hikes to subside. In the meantime, the many products sold at price points up to £15 have some heavy lifting to do in the coming weeks to help maintain the toy market’s encouraging start to the year. So, this month felt like the perfect time to shine a spotlight on the Pocket Money Toys & Collectibles category – the feature starts on page 64, and it highlights just how many new launches are coming through in this area.
While collectibles continue to ride high, it was good to see that the positive start to the year wasn’t concentrated in one area: eight out of eleven supercategories were in growth, and four of those grew by double digits compared to the same period in 2024. Our other main features this month cover those evergreen categories Pre-school and Games & Puzzles, which both offer a wealth of new arrivals to refresh your product
selections. And the sun is shining as I write this column, so outdoor toys should come into play very soon.
We have also introduced a brand new feature this month: a look at Beauty and Fashion products. It’s no secret that the toy market has been struggling to retain older girls, as they are becoming fascinated with these kinds of product at an increasingly tender age. The good news is that many toy companies have been working hard to develop age-appropriate ranges which will appeal to this demographic, and we felt the time was right to shine a spotlight on some of these new developments, to give retailers an overview of the choices available to them. Turn to page 46 to see what’s on offer in this emerging sector.
Beyond the features, we’ve curated a wealth of additional exclusive content in this edition: an in-person interview with Warren du Preez of Daniel of Windsor (we don’t just email the same set of generic questions to a different retailer each month, we like to get under the skin of what makes each retailer special). Feedback from a host of leading Toymaster members who visited the retail group’s inaugural Regional Show in Coventry last month, where we asked which suppliers are going above and beyond to support the specialist channel. A profile of Spanish company Educa Borras, as it looks to extend its presence on the global toy stage. A review of the New York Toy Fair which goes beyond the organiser’s wrap-up event release. All the latest news, appointments and gossip – and a whole lot more.
All we need now is for major retailers to confirm selections and orders, so that suppliers can feel confident about enacting the launch and marketing plans they’ve got in waiting. After the excitement of January, it can sometimes feel a little quiet in the toy community in February and March, as suppliers wait patiently (or not so patiently in some cases) for retailers to firm up autumn winter selections. It’s a gargantuan task: we saw hundreds of new launches at the shows in January, and whittling those down to the fortunate items that will be added to retailers’ ranges can’t be easy. By the law of averages, they can’t all make it through – there is only so much shelf space available for newness, regardless of how integral it is to the health of the industry. Some new introductions are obvious choices, while others will either just scrape in or just miss out… the fine line between success and failure can sometimes be frustratingly narrow.
Hopefully, by the time you read this, a picture will be starting to emerge as to how Q4 listings are shaping up. And with the Toymaster Show taking place next month, even the indies will be planning their festive purchases soon. A big summer of major movies lies ahead. Lego and The Entertainer have buried the hatchet. There is a lot to look forward to. Let’s just hope the economy allows the toy market to flourish in the way it deserves to.
Exhibitor applications are now open for Toy Fair 2026
Applications for exhibition space at Toy Fair 2026 are now open on the Toy Fair website. Toy Fair, organised by the British Toy & Hobby Association, is set to return to Olympia, London, from the 20th – 22nd January 2026, and will span the Grand, National and Upper West Halls.
Toy Fair provides toy, game and hobby manufacturers and distributors with the first major opportunity of the year to showcase their latest products and ranges in person, to a diverse audience of buyers, licensors, inventors, media and industry professionals, all in one place. The event provides a platform for companies of all sizes, from emerging start-ups to established global brands, to expand their network, forge new business connections and strengthen existing relationships.
Following a sold-out show in January 2025, Toy Fair 2026 is set to deliver another energetic show, bringing together all corners of the toy industry. There are three stand packages available for exhibitors to choose from: space-only, shell scheme and the economy package in the Gold Zone – a hub dedicated to supporting smaller and up-and-coming companies.
Majen Immink, head of Toy Fair, said: “Toy Fair 2025 was a buoyant and successful event, with a high calibre of exhibitors and visitors across all three days. As we look ahead to Toy Fair 2026, we are excited to continue supporting the toy industry and mark the beginning of the business year. With a high level of interest already shown for 2026, I encourage potential exhibitors to submit their applications early to secure their place.”
Exhibitors who pay a 25% deposit by the 23rd of April 2025 will benefit from a 3% early booking discount applied to their balance invoice. For more information on exhibiting and sponsorship, contact rebecca@btha.co.uk or call the team on 020 7701 7127.
Visitor registration will open in October on the Toy Fair website, where you can also find testimonials from 2025 exhibitors.
The Lego Group delivers record results in 2024
The Lego Group has achieved record revenue and operating profit, revealing doubledigit revenue growth, excellent execution in markets and a resilient supply chain.
The Lego Group’s CEO, Niels B Christiansen, said: “We achieved record top- and bottom-line results even as we accelerated spending on strategic priorities, including a significant increase in the purchases of sustainable raw materials. We are encouraged by these strong results as they will allow us to continue to reach more children with Lego play experiences now and in the future.”
Revenue grew +13% to DKK 74.3b (8.4b GBP), driven by strong demand in the Americas, Europe and Middle Eastern markets. Consumer sales increased by +12%, growing significantly ahead of the toy market which declined -1%. Operating profit increased by +10% to DKK 18.7b (2.1b GBP), supported by revenue growth, scale efficiencies, increased asset utilisation and productivity, and net profit grew by +5% to DKK 13.8b (1.56b GBP). Cash flow from operating activities grew by +24% to DKK 19.2b (2.17b GBP) from DKK 15.4b (1.74b GBP) in 2023. The company has also invested DKK 9.0b (1.01b GBP), mainly in building new factories and expansion of facilities and offices.
The 2024 portfolio was the Lego Group’s largest ever, with 840 products. Best-selling themes combined homegrown and entertainment IP including Lego City, Star Wars, Technic, Icons and Harry Potter. The company expanded its Lego Botanical Collection and the Lego Fortnite play experience, which welcomed the first physical sets inspired by the game and the introduction of Lego Islands and Brick Life. The company also announced new multi-year partnerships with Nike and Formula 1, with the first sets launching in 2025.
Throughout 2024, the Lego Group continued to invest in creating great experiences in its own and partner channels. It opened new retail stores and hosted in-store activities to mark special occasions such as Valentine’s Day and Lunar New Year. It also expanded its manufacturing capacity at existing factories in Mexico, Hungary and China and made progress building new factories in Vietnam and the United States.
Substantial investment continues to go toward reducing the company’s environmental footprint, and the Lego Group positively impacted over 12m children through product donations and learning through play initiatives. Niels explained: “Our outstanding performance in 2024 helped reach millions of children around the world with joyful learning-through-play experiences that help them develop the skills they will need to thrive.”
newsanalysis
Feline fine with SuperKitties
Just Play’s Marketing manager, Tess Parson-Broome, tells Toy World why the trade should get its claws into the pre-school animated property SuperKitties, and what the company’s newest licensed toys brings to fans.
How does SuperKitties compare to other pre-school properties in the market?
Disney Junior’s SuperKitties launched in January 2023, offering young girls something completely different to other pre-school shows. Vibrancy, humour and fun superhero storylines are all part of the mix. Available to watch across Disney+ and YouTube, SuperKitties is the only pre-school superhero show targeted at girls.
A Top 5 pre-school show on Disney+ in EMEA, SuperKitties teaches children about kindness, empathy and friendship. The four fierce and furry superhero kittens - Ginny, Sparks, Buddy and Bitsy - behave like real cats but serve as superheroes, taking on diabolical parrots, cat burglars and other adversaries.
How does Just Play’s SuperKitties toy range bring the action to fans, and what core play patterns does it focus on?
The entire Just Play SuperKitties toy line offers show-to-shelf appeal, focusing on the signature transformation from kitties to SuperKitties in every episode. The figures and play sets are top-performing lines within the collection and are ideal for interactive, imaginative play. These are accompanied by plush, feature plush and role-play lines designed to delight young fans of the show.
Within the range, can you highlight one or two big bets retailers really shouldn’t miss out on this year?
The SuperKitties Hero Squad Figure Set is a five-piece, everyday evergreen item and the perfect way for pre-schoolers to recreate scenes from the show. Among these dynamically posed articulated figures are heroes and a villain.
The Purr ‘N’ Play Playset performed really well last year, bringing to life the
SuperKitties HQ with lights, phrases, music and sound effects. It comes with figures and accessories for fun straight out of the pack.
How will Just Play be supporting the range within the marketplace?
The Pre-School category is as competitive as ever, so it’s vital that our ranges stand out from the crowd. There’s a robust marketing plan in place for the SuperKitties toy line, comprising influencer collabs, YouTube digital preroll, paid social, display ads, PR activity and more.
SuperKitties is also a big priority for Disney. The studio’s always-on strategy for YouTube on the Disney Junior channel will help drive awareness among a wider audience. SuperKitties was also live on stage alongside other Disney Junior properties at the Let’s Play Live Show earlier this year. What comes next for this property?
This July, there’s a brand-new SuperKitties series on the way: Super Wild. The new episodes will give Just Play the scope to introduce fresh new toy lines for autumn/ winter, so watch this space.
Toymaster Spring Regional Meetings hailed a success
The Toymaster buying group, which is dedicated to supporting the UK & Ireland’s specialist independent toy retailers, has successfully completed its Spring Regional Meetings. The gatherings, which this year were held in Dublin and Coventry, offered members an unmissable opportunity to catch up with colleagues and suppliers face-to-face as well as to plan for Easter and the summer holidays.
More than 30 different members travelled to each meeting, where they browsed the latest ranges from top Toymaster suppliers including Character Options, Lego, Mattel, Asmodee, Vivid Goliath, John Adams, DKB Toys & Distribution, Kandy Toys, Reydon Sports, A.B.Gee, Kayes of Cardiff, Bandai and more. Members and suppliers were also treated to a carvery lunch and evening networking meal, the latter of which gave those who travelled to the event a chance to network and let their hair down away from the showcase.
This year, after collaborating with the American independent retail chain Learning Express, Toymaster introduced a new workshop event to its Regional Meetings. At the workshops, tables of indies were posed thought-provoking questions such as: “How do you increase footfall to your store?”, “How do you control your costs?” and “How can you work more closely with suppliers?” Each table nominated a spokesperson, who then presented the ideas and answers put forward to the rest of the group. According to Yogi Parmar, managing director at Toymaster, feedback on the event has been first-class, leaving the team delighted. The ideas put forward by attendees will be sent out in a newsletter to those that couldn’t make the Regionals, ensuring that all members have a chance to learn from the session.
The Spring Regional Meetings took place as Toymaster team members take up new responsibilities following internal changes. Paul Reader, commercial director, will become more retailer-facing, pivoting to boost member numbers by searching out new types of retailers such as gifting, gaming and hobby specialists. Toymaster believes this is an area with enormous scope for growth, so Paul will be hitting the road to meet with specialist store owners and highlight the many perks of membership. We’ll be bringing readers more from Paul in the upcoming Toymaster Supplement, which will be published alongside the May issue of Toy World.
Chloe Farrow, Toymaster’s product manager, with the support of the Toymaster member committee, will be collaborating with suppliers to secure funding for the group’s marketing programme, which covers its catalogues, window displays and more.
Toymaster’s Autumn Regional Meetings take place mid-September, while the popular May Show takes place 20th-22nd May at The Majestic in Harrogate.
Lego and Pokémon announce new multi-year partnership
The Lego Group and The Pokémon Company International have announced a new multi-year partnership that will bring Lego Pokémon to fans for the first time from 2026. This new partnership will bring the world of Pokémon to life in entirely new ways, allowing fans to build beloved Pokémon in Lego brick form.
Julia Goldin, chief Product & Marketing officer of the Lego Group, said: “We are thrilled to be working with a brand that has such a deep and passionate fanbase as Pokémon, partnering to give our joint audiences what they have been asking us for. We strongly believe that through the endless possibilities of Lego play and the exciting adventures the world of Pokémon brings, this partnership will create a range of new possibilities for trainers and builders alike.”
Gaku Susai, chief Product and Experience officer at The Pokémon Company International, added: “The Lego Group and Pokémon have strong shared values of imagination, creativity and fun, making this the perfect partnership to deliver unique, meaningful and engaging ways for trainers to experience the Pokémon brand. Working with the best-in-class team at the Lego Group and seeing their dedication and passion for the project has culminated in an innovative and groundbreaking collaboration that will surprise and delight fans. We cannot wait to see both Lego fans and the Pokémon community’s reactions in 2026.”
Bliss
Distribution to join Legend Story Studios as distributor for Flesh and Blood TCG
Bliss Distribution has announced that it will be joining Legend Story Studios as a new distributor for the Flesh and Blood TCG, servicing both the UK and European markets. From the 1st of April, Bliss will begin fulfilment of products and organised play materials from its warehouse in Blackburn, Lancashire.
With a proven track record of helping companies to grow their organised play, Bliss will work alongside Legend Story Studios and its other distributors to help expand the GEM network and support any stores who wish to use it as their primary distributor. Known for its dedication to customer service, Bliss is committed to offering a professional and reliable service to both new and existing Legend Story Studio customers.
Retailers interested in purchasing Legend Story Studios products or signing up to the Organised Play programme through Bliss Distribution are advised to contact sales@blissdistribution.co.uk or call 01254 662 662.
Obituary: Sir Torquil Norman
Sir Torquil Norman CBE, founder of Bluebird Toys, which first brought the Polly Pocket brand and other iconic lines such as The Big Yellow Teapot to the toy market, has died aged 91.
Toy trade icon Sir Torquil Norman passed away on Wednesday this week. Conservative MP, Jesse Norman, led tributes to his father in Parliament, as he spoke at business questions in the House of Commons. Shadow Commons leader Jesse Norman told MPs: "Almost exactly 24 hours ago, my father Torquil Norman died at the age of 91. He was an extraordinary man who flew Seafires and Sea Furies during his national service in the Fleet Air Arm. He created Polly Pocket, a toy which bought unbelievable joy to millions of young people around the House and around the world. And he rebuilt the Roundhouse in Chalk Farm in London, not just as an incredible performing arts centre but as a creative centre for young people and for them to find their way from whatever backgrounds into jobs."
Educated at Eton College, Harvard University and Trinity College, Cambridge, Sir Torquil then completed his National Service in the RAF. He subsequently worked as an investment banker in the US for over a decade, before returning to the UK in the 1960s and entering the toy industry. Sir Torquil became CEO of Berwick Timpo in 1973 and then founded Bluebird Toys, makers of the Big Yellow Teapot House, the Big Red Fun Bus and Polly Pocket, in 1980.
Polly Pocket had been designed by Chris Wiggs in 1983, before Bluebird licensed the concept and started selling it in 1989. Mattel eventually took over distribution in the early 1990s, as part of an agreement with Bluebird Toys. Both the toy line and company were fully acquired by Mattel in 1998.
Sir Torquil married Lady Elizabeth Ann Montagu in 1961, and the couple went on to have five children, including politician Jesse, artist Amy Sharrocks, inventor Casey Norman - who joined his father in the toy business - and ten grandchildren.
Sir Torquil would shortly have turned 92. He joined the Fence Club in 1986 and was chairman in 1997/98. He was also awarded a BTHA Lifetime Achievement Award in 1997, as a former chairman and president of the British Toy & Hobby Association (he was chairman from 1984-86 and president from 1989 - 1996).
Roland Earl, director general of the BTHA, commented: "The team at the British Toy and Hobby Association, past and present, are all so sorry to hear of the passing of Sir Torquil. We are thinking of his family and friends at this very sad time and would like to offer our condolences. Sir Torquil gave much more to the toy industry than will ever be known, and to the people therein. He was truly inspiring to so many of us and will always be remembered warmly and fondly".
Sir Torquil was a hugely popular figure within the toy community, and he will be missed by a huge number of former industry friends, colleagues and customers. Our thoughts are with his family at this sad time.
Cony Toys highlights new Shower Tower launch and seeks distribution partners
Cony Toys' Shower Tower has been designed to transform the way parents handle bath time and nappy changes, acting like an extra set of hands. Remarkably, over 5% of newborns have a Shower Tower in their homes within weeks of birth, and this number continues to grow. The Shower Tower has earned awards for its design, functionality and safety. Designed to grow with a child from three months to two years, it has quickly proven itself a very useful item to have for new babies.
A senior director from a non-profit organisation supporting physically challenged children approached Cony Toys during Toy Fair New York and highlighted how the Shower Tower could be life-changing, allowing children to remain upright during daily activities rather than being confined to a wheelchair or bed. Cony Toys will be exploring this new avenue to contribute to enhancing the lives of physically challenged children.
While Cony Toys already has distributors in many countries, the company is actively seeking new partnerships. Cony Toys' current distributors include:
• Modern Brands - Australia and New Zealand
• IBrands - UAE and Middle East
• Moustakas Toys - Greece
• Kerrie Boss of Water Sports – USA
Retailers or distributors can get in touch with Cony Toys by emailing georgeirwintoy@gmail.com or allanrabie@gmail.com.
Brian McLaughlin seeks new opportunity
Brian McLaughlin, whom many within the industry will know, is now looking for his next challenge and is keen to discuss roles that Toy World readers feel he would be suitable for.
Brian possesses 25 years’ experience within the UK toy industry, in roles incorporating buying, product development, retail management and business development. Prior to his time at the independent toy buying group Toymaster, he worked for Mothercare and Toys R Us, giving him a high level of insight into a wide variety of retail formats and sizes as well as toy & game supply and distribution.
Brian told Toy World: “I have worked for well-known retailers and have a good reputation and relationship with the many colleagues and contacts that I have worked with in my career to date. Ideally, I would like to stay within the toy industry if the right role was available.”
Brian is on LinkedIn and can be contacted on 07887 844 996 and bvmclaughlin1@gmail.com
DKB to launch domestic distribution of Scentos
DKB Toys & Distribution has announced the launch of its domestic distribution of Scentos, with stock arriving to fulfil the high number of pre-orders. This partnership with Weevel will introduce a fresh generation to the colourful world of Scentos, offering a wide range of high-quality, scented play products.
Whether it’s a fun-filled rainy-day project, an engaging classroom tool or sensory play at home, Scentos’ range of products brings a mix of fragrances, colour and imaginative play to the table. With a focus on sensory experiences, the brand is sure to make playtime even more enjoyable for children and families. Celebrating its 15th anniversary in 2025, Scentos continues to be a beloved name for kids and parents.
The range combines fun, innovation and creativity in each product, from brightly coloured markers, pencils, crayons and paints to an extensive range of colouring and arts & crafts activity sets. Every item in the range uses safety-tested, kid-friendly materials, making it easy for children to explore and create. The products don’t just encourage artistic expression but also help develop fine motor skills and sensory play.
James Luff, Sales director of DKB Toys & Distribution, commented: “We’ve been eagerly anticipating the chance to bring this fantastic range to customers who may not have had access to it before, and the response so far has been great.” Stock will be arriving in time for spring and Easter. Please get in touch with james.luff@dkbtoys.com for more information.
Industry Moves
Learning Resources bolsters senior management team
Learning Resources has announced the appointment of Sam Hayhurst as its new head of Marketing, a key addition to its senior management team. This latest appointment reinforces the company’s commitment to innovation and continued expansion across the UK, Europe and MENA territories.
Leveraging her distinguished career in brand management and marketing, including her recent role at The Lego Group, Sam brings comprehensive expertise to propel Learning Resources’ brand awareness efforts and enhance customer engagement across key territories.
This appointment is part of a broader expansion of the company’s senior management team, aimed at driving growth and innovation in 2025 and beyond. Sam joins a roster of recent high-profile appointments, including Kimberley Lue as head of Product Development, Gavin Mansour as head of Sales and Amanda Eley as head of Finance.
“We have assembled an incredibly strong team who have vast experience in the toy and education industry, providing us with an excellent platform to continue the rapid growth of our brands in 2025 and beyond,” said Simon Tomlinson, Managing director.
For more information about Learning Resources, please visit: www.LearningResources.co.uk.
Greg Weller joins Generation Media as new head of Gaming Partnerships
Generation Media, already a trusted name in gaming media strategy with a track record of successful campaigns for titles like Tekken 8, Starfield, Elden Ring and Cyberpunk 2077, is expanding its specialist services with the appointment of Greg Weller as head of Gaming Partnerships.
With over 20 years of experience in gaming and entertainment, Greg has held key roles at Rockstar Games, Bethesda Softworks and Team17, leading go-to-market strategies for some of the most successful franchises in the industry and bringing deep expertise in global marketing strategy, brand development and media execution across AAA and independent titles alike.
Building on Generation Media’s well-established gaming expertise, this new role focuses on expanding the agency’s offering to meet the evolving needs of publishers, particularly in the self-publishing space. While challenges like discoverability and rising user acquisition costs affect all publishers, self-publishing studios often face additional hurdles when it comes to securing the resources, media expertise and specialist support needed to scale their releases effectively. Generation Media’s approach, underpinned by a revenue recoup model, ensures that studios—regardless of size—can access best-in-class media strategy, planning and execution without the traditional financial barriers associated with specialist agency support.
Greg said: “Having worked across AAA blockbusters and innovative indie titles, I’ve seen first-hand how the publishing landscape is shifting. Many self-publishing studios focus their efforts on securing a traditional publishing deal, believing it’s their only route to financial and marketing support. However, this often means overlooking the impact that a well-planned, strategic media investment can have in driving a game’s success. By expanding Generation Media’s offering, we’re providing an alternative pathway—one that gives studios and publishers access to expert media planning and investment strategies without needing a traditional publishing model. I’d love to connect with those looking to explore this further and will be attending numerous industry events this year—so feel free to reach out.”
“Gaming has long been a core focus for Generation Media, and with Greg on board, we’re doubling down on our commitment to delivering bespoke, high-performance media strategies for studios of all sizes,” said Lisa Morgan, Managing director at Generation Media. “This is an exciting step in the continued evolution of our gaming offering.”
To hear more about Generation Media’s latest success stories and how it can support studios, arrange a meeting at 0207 307 7900 or contact@generationmedia.co.uk.
Curious Universe welcomes Claire Hampshire as managing director UK
Curious Universe is pleased to announce the appointment of Claire Hampshire (formerly Claire Grasby) as the new MD for the UK. Claire will report directly to John Styring, CEO, and will oversee the development and execution of the company’s business strategy for the UK as it continues to expand globally.
The creation of this new role will enable Curious Universe’s senior team, led by John, to concentrate on the company's strategic goals in international and US markets, while Claire focuses on driving further growth in the UK.
Claire brings over 12 years of experience in the party and celebrations sector, with a strong commercial background in retail and digital marketing. Prior to joining Curious Universe, Claire was the MD of UK & EU Retail at The Wonder Group, which included PartyDelights.co.uk, the UK’s largest online party retailer. Her leadership at The Wonder Group saw the retail business grow to £100m in just three years, including the successful acquisition of two eCommerce businesses in Germany and Sweden.
In her new role at Curious Universe, Claire will lead the day-to-day operations of the UK arm of the business, continuing to innovate and strengthen the company’s presence in the home market.
“We are delighted to welcome Claire to the team as the new managing director for the UK,” said John. “Her extensive experience and proven success in managing large, multi-faceted businesses will be invaluable as we continue to expand our global footprint.”
“I am excited to join Curious Universe at such a pivotal time,” commented Claire. “I’m looking forward to contributing to the company’s success and further strengthening our presence in the UK to support the next stage of growth.”
For more information, please contact sales@curiousuniverse.co.uk.
R.O.N JET PLAYSET WITH 2 FIGURES
FEATURE PLUSH
MICE SQUAD VAN
BTL Diffusion announces new appointment to support portfolio expansion
BTL Diffusion UK has appointed Alan Houghton as senior National Account manager. This key appointment comes as the company experiences growing demand for its renowned toy and nursery brands, now including Yookidoo, Caboo and Speedy Monkey. BTL Diffusion UK offers an extensive portfolio of brands across a wide range of categories.
Alan brings over 20+ years of extensive experience in sales and management within the toy and nursery industries. Over the past decade, he has played a pivotal role in successfully growing and expanding multiple brands across the UK and Ireland. His expertise in business development and account management, combined with his passion for the industry, makes him a valuable addition to the team.
In his new role, Alan will oversee a selection of existing accounts while focusing on business development and further brand expansion. Known for his ability to build strong customer relationships, Alan’s enthusiasm and industry knowledge will be instrumental in driving continued success for BTL Diffusion UK.
“We are very pleased that Alan has joined the team. Not only does he bring great energy, but his industry knowledge and wealth of experience will be invaluable,” said Graeme Hargreaves, Managing director of BTL Diffusion UK.
Alan added: “I am absolutely delighted to join BTL and work with such incredible brands. I look forward to taking on this fresh challenge, contributing to the team and continuing to build on the success that has already been achieved with this fantastic team.”
Connetix welcomes Ben Lawless-Jennings as head of Marketing
Connetix has announced the appointment of Ben Lawless-Jennings as head of Marketing. The strategic appointment underscores the company’s commitment to brand growth and innovation, solidifying its position as a thought leader in the construction toy space as it continues to drive global market expansion.
Ben brings more than 20 years of marketing experience across renowned brands such as The Walt Disney Company, Nike, Warner Bros. and Optus. More recently, he served as head of Marketing for Lego Certified Stores and National Geographic Wear at Alquemie Group.
Working alongside the leadership, operations and customer service teams, the role will report to CEO and co-founder, Brea Brand. Ben will be responsible for driving the company’s brand development and strategic marketing vision, creating an engaging brand experience for customers and delivering on the Connetix mission to inspire creativity and learning through play.
To find out more about stocking Connetix, visit www.connetixtiles.com or contact wholesale@connetixtiles.com.
Solent Group appoints Mel Beer as new head of Licensing
Solent Group, a leading FMCG innovator in sustainable, better for you products, has appointed Mel Beer as head of Licensing. With over 25 years’ experience in licensing, brand management and retail, most recently at Penguin Ventures, Mel brings a wealth of experience in forging successful partnerships and driving brand growth.
“It is an exciting time for us at Solent as we welcome Mel to our team,” said Tracey Dobkins, CEO of Solent Group. “Her expertise and fresh perspective will be key in expanding our licensing portfolio.
Mel will oversee licensing strategy, partnerships and brand collaborations across Solent’s diverse product categories, including Reusable Bags, Health & Beauty, House & Home and Food & Snacks.
“Solent’s dedication to sustainability and innovation is truly inspiring and I look forward to working with the talented team to build upon this strong foundation,” said Mel. Mel can be contacted directly at mel.beer@ solentgroup.co.uk or 07795 682 316. For more information about Solent Group, please visit www.solentgroup.co.uk
Posh Paws introduces new senior National Accounts manager
Katie Ward brings over 15 years of experience as a senior National Accounts manager, having worked previously for Funko, Jazwares and at Universal Pictures. She brings a wealth of expertise to the role and a passion to continue growing the business through her strong relationships with existing retailers and seeking out new opportunities for their licensed and own-brand plush & gift ranges.
Katie said: “I am absolutely thrilled to be joining Posh Paws at such an exciting time for the business and working with some of the biggest family movie events of the year like How to Train Your Dragon, Jurassic World, Gabby's Dollhouse and of course, Wicked: For Good. The opportunity to continue building the presence of Posh Paws' own brands at retail, like Kawaii Kuties which is on track for significant growth this year, was an opportunity not to be missed and I can't wait to use my vast experience in this industry to help the business capitalise on that.”
It's a blockbuster year for Posh Paws and its licensed plush ranges for the latest new movies. In addition to Posh Paws strong licensed portfolio, its trending own brand collections Kawaii Kuties and Cuddly Capybaras continue to grow in popularity with consumers and are set for strong growth this year.
Lauren Shipman, Brand & Marketing director, said: “We are delighted to welcome Katie to the Posh Paws team, in what is an exciting year and time for the company with so many new releases and significant growth and investment into our own IPs.”
To contact Katie to arrange a meeting or to discuss opportunities for Posh Paws licensed and own-brand plush ranges, she can be contacted on 07467 338 025 or by email at kward@poshpawsinternational.co.uk.
Marketing World
Zuru sponsors F1 driver Liam
Lawson
Formula 1 sensation Liam Lawson and Zuru have announced a new partnership that will see the iconic brand appearing on Liam’s race helmet for the coming season. Liam will make his debut with the world championship winning team at Melbourne in March, after a sevenyear journey from Red Bull Junior to Oracle Red Bull Racing.
“I’m excited to be entering my first full season of F1 and excited to have Zuru with me,” said Liam. “I first met Nick at the Las Vegas Grand Prix last year and I spent time getting to know about Zuru while I was home during the off-season. I think we share a lot in the way we go about our business; we’re both pushing to be the best in the world at what we do. To both come from a small country and be out there on the international stage taking on the world, you have to have drive, total determination and the will to want to win. It’s exciting times for both of us.”
Zuru has a reputation for its cutting-edge software and world-leading automation and manufacturing systems, with over 5,000 team members in over 30 global locations, making it perfectly placed to continue to build its reputation as one of the fastest-growing and most disruptive companies in the world.
“We are thrilled to partner with Liam; he is driving for a team that embodies innovation and relentless pursuit of excellence – values that align perfectly with our mission,” said co-founder Nick Mowbray. “Seeing New Zealanders perform on the global stage is something we very much stand for, so it’s great to be part of this.”
Liam raced 11 Grands Prix with Visa Cash App Racing Bulls before being promoted to Oracle Red Bull Racing for 2025 to partner four-time world champion Max Verstappen. He will carry his favourite number 30 from his earliest racing days, along with the Zuru logo.
Magicbox’s Superthings Kazoom Power goes live on ITVX
Magicbox is celebrating a first for the company following the premiere of its new Superthings TV Series on ITVX. Commissioned by Magicbox, Superthings Kazoom Power has been produced by Castelao Pictures, Tandem Films and Turaga Films. Perfect for 4-to-10-year-olds, the series delivers all the fun of the beloved Superthings brand with episodes that are filled with comedy, adventure and superheroes.
The first 13 of 26 episodes went live on 1st March 2025 and the series has already made the ITVX Top Picks list. The second batch of episodes is due in the summer. With them will come the launch of a Superthings Kazoom Power toy line, inspired by the 3D animation. The new toy collection will be available from late July and will comprise the much loved and highly successful format of Superthings figures, vehicles and feature toys, all wrapped up in the Kazoom Power branding.
The series follows 11-year-old Mia, Kai and Finn, who have been summoned by Enigma, a magical top hat, to embark on an epic quest in Kaboom City, where everyday objects transform into Superthings with extraordinary powers, each having its own rival. As Kazoom Kids, they must collect six pieces of Kazoom Power to stop Mr. King and Professor K’s plot to conquer the Superthings world. Amidst their adventures, they also strive to stay united and not become rivals themselves.
Suzie Howes, head of Marketing at Magicbox UK, said: “This is such an exciting time for Magicbox and we are already seeing positive feedback on our social media from fans of the brand who are loving the show. We have huge plans for Superthings this summer, but with the addition of the series on ITVX, we can now take the Superthings to a whole new level.”
Panini partners with Ed Sheeran and Ipswich Town
Global music artist Ed Sheeran has partnered with Panini to release a limited edition Ipswich Town sticker that was gifted to fans at Portman Road on Saturday 17th March, the club’s weekend home match against Nottingham Forest.
The limited edition stickers feature a player-like profile image of Ed Sheeran representing his beloved Tractor Boys in the Royal Blue home shirt, celebrating his life-long love affair with his boyhood club, combined with a love for Panini.
Mark Ashton, Ipswich Town chairman, said: “Bringing Ipswich Town, Ed Sheeran and Panini together for something bespoke to us is great for our supporters. I know Ed loves the design and is a fan of Panini.”
Katie Gritt, head of Marketing for Sport at Panini, commented: “We’re delighted to have been able to make Ed’s childhood wish of being a Panini shiny a reality. It’s great for us to be able to collaborate in this way with both Ed and the team at Ipswich Town to bring something really fun to the fans that they can keep.”
Opinion
AI: super powered friend or regulatory nightmare waiting to happen?
This month, Tyler looks at how, in 2025 and beyond, AI’s ability to process vast amounts of data in real-time is proving invaluable for brands navigating the competitive children’s market.
Artificial Intelligence (AI) is transforming the way brands engage with young audiences, offering unprecedented insights, efficiency and precision in marketing campaigns. However, with these advancements come significant challenges, particularly concerning data privacy regulations, ethical considerations and the balance between automation and human creativity.
The primary advantage of AI in marketing to children, parents, or any other audience you care to imagine, is its capacity to analyse and process immense volumes of data. On platforms like YouTube, where the sheer scale of content is staggering, this capability is essential. With over 50 million active channels and an average video generating just 41 views, AI enables marketers to identify the most relevant and brand-safe content for their audience. This precision ensures that brands invest in advertising placements that are both effective and compliant with strict regulatory frameworks.
Beyond YouTube, AI enhances media planning across multiple digital platforms (be that Social, Gaming, or anything else) by identifying trends, segmenting audiences and predicting engagement patterns. In theory this allows marketers to create campaigns tailored to the nuances of very specific audiences whilst minimising wastage in spend. However, this is where the skill of an experienced media agency or marketing person comes in.
Relentlessly chasing efficiency can often be a zero sum game, so outlining the parameters and benchmarks to work to is vital. Another challenge is that, given the regulatory restrictions put in place to protect children, a large proportion of the toy market’s audience would appear as a different age group altogether in the eyes of (unsophisticated) AI.
Despite its potential, AI-driven marketing must navigate an increasingly complex regulatory landscape. The Children’s Online Privacy Protection Act (COPPA) in the US and the General Data Protection Regulation (GDPR) in Europe impose strict
guidelines on data collection and usage for under-13s (variable by territory). AI-powered solutions must be built with these considerations at their core, ensuring that data-driven targeting does not inadvertently violate these laws.
However, many AI-driven ad products function as ‘black boxes’, with limited visibility into how they classify audiences, process data, or ensure compliance. Advertisers must therefore trust these ad-tech companies and independent auditors to validate that these systems operate within legal and ethical boundaries. AI models used in digital advertising must be designed to anonymise personal data, ensuring that brands do not inadvertently collect identifiable information from children without parental consent. These automated systems must be regularly audited to confirm compliance with evolving regulations, preventing any risk of noncompliance that could lead to significant financial and reputational repercussions. At present, the focus of AI led media buying, outside of a youth specialist business, is on the largest spending categories where data restrictions still exist but aren’t as stringent. Many of the solutions currently in market need careful vetting by experts in this space before a toy brand entertains them, lest they risk running foul of the regulations.
While AI-generated personalities have gained some traction in mainstream marketing, they have yet to make a significant impact in the children’s sector. These virtual influencers, powered by sophisticated AI algorithms, offer brands a level of control over messaging, consistency and brand alignment that human influencers cannot always guarantee.
However, AI influencers in kids' marketing present unique ethical and regulatory challenges. Authenticity and relatability are key factors in children's engagement with influencers, and there is a risk that AI-generated personalities may struggle to establish the same emotional connections as their human counterparts. Additionally, brands must tread carefully to ensure transparency, making it clear
Tyler
Head
Milner
-
of Digital at Generation Media
that these digital personas are artificial rather than real individuals. As AI technology advances, it will be interesting to see if and how AI influencers find a place in the children’s marketing landscape, and which brands take a stance on whether this is a route they are willing to be associated with, or not.
While AI is a powerful tool for efficiency and targeting, there is a growing debate about its impact on creative originality. The magic of marketing to children lies in storytelling, imagination and emotional connection—elements that AI, for all its capabilities, cannot fully replicate (yet!).
AI excels at optimising content distribution, analysing engagement patterns and refining messaging strategies, but it cannot replace the human intuition needed to craft compelling stories. The risk of over-reliance on AI is that brands may default to formulaic, data-driven content that lacks the spark of originality. The challenge, therefore, is to strike a balance between AI-driven efficiency and human creativity, ensuring that marketing remains fresh, engaging and authentic.
Looking ahead, AI’s role in marketing to children will continue to evolve, becoming more sophisticated in its ability to predict trends, personalise experiences and ensure brand safety. However, responsible implementation will be key. Brands must remain vigilant in safeguarding children’s data while leveraging AI’s analytical power to create meaningful, effective campaigns.
As AI continues to shape the future of digital marketing, the industry must commit to using it responsibly, ensuring that children’s best interests remain at the heart of every campaign. By doing so, brands can harness the immense power of AI while maintaining the trust of both young audiences and their guardians.
Licensing World
Lego details F1 partnership during sport’s 75th season
With the second batch of the 2025 Lego F1 product line released last month and the final 2025 Lego F1 Collectibles going on sale 1st May, the two brands have revealed all the highly anticipated activities coming throughout the 2025 season, at races and at home.
Federico Begher, SVP New Businesses at the Lego Group, said: “We’re thrilled to kick off an incredibly exciting year for our collaboration with Formula 1. We have a wide range of immersive and creative experiences for fans and families to dive into throughout the entire year.”
Emily Prazer, chief commercial officer at Formula 1, added: “This exciting collaboration with the Lego Group keeps going from strength-to-strength and allows us to take the world of Formula 1 beyond the racetrack and directly into homes.”
Activities throughout the year include:
Race experiences – at 13 key Formula 1 races across 2025, new Lego Fan Zones will invite fans to enjoy exclusive Make & Take builds, photo opportunities and a chance to see the entire Lego Group and F1 product range featuring all 10 F1 teams for the first time.
Pop-Up Lego Stores – at 20 Formula 1 races throughout the 2025 season, Lego Pit Shops will give fans an opportunity to purchase the full product line featuring all 10 F1 teams across Lego Speed Champions, Lego City, Lego Duplo and Lego Collectibles.
In-store Experiences – select Lego stores in EMEA, US, Canada and China will offer racing-themed experiences, including a Racing Ramp play experience, a Lego F1 poster giveaway and a free steering wheel building activity for kids to take home. The Lego Store in Leicester Square, London, will feature a racing-themed zone with F1 Lego builds and play experiences.
Experiences at Legoland Discovery Centres and Lego Discovery Centers – at all Legoland Discovery Centres and Lego Discovery Centres globally, fans can participate in exclusive Lego Formula 1-themed events on select dates until June 2025.
Lego Magazine – the March 2025 issue of Lego Magazine will include a two-page Lego City racing board game activity focused on the Lego Group & F1 product portfolio. In the July issue, there will also be a one-page Lego F1 Collectible race cars activity.
Other activities will include online experiences and new updates in the Lego Play app.
All products in the Lego Group and Formula 1 collection will be launching early 2025, with Lego Duplo, Lego City and Lego Speed Champions already available and Lego collectibles from 1st May.
Mattel and Warner Bros. announce multi-year licensing partnership for DC
Mattel and Warner Bros. Discovery Global Consumer Products have announced a global, multi-year licensing agreement utilising DC’s entire library of beloved characters and legendary storytelling. Through the partnership, Mattel is awarded the global licensing rights to develop and market a full range of DC-themed action figures, play sets, accessories, role-play products and adult collectibles starting in the second half of 2026. The agreement spans all DC stories and characters including Batman, Superman, Wonder Woman, The Joker, Harley Quinn and many more.
Nick Karamanos, senior vice president of Entertainment Partnerships at Mattel, said: “It is an incredibly proud milestone to welcome DC back to Mattel. We look forward to leveraging our Mattel Playbook approach to brand management, product design and innovation to bring DC’s popular characters to life across all channels. This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages.”
Robert Oberschelp, head of Warner Bros. Discovery Global Consumer Products, said: “Warner Bros. Discovery’s new agreement with Mattel arrives as DC kicks off an exciting new chapter in 2025. Our collaboration with Mattel will lead to all-new offerings celebrating DC’s rich legacy and future storytelling across publishing, animation, TV and film. Every story and character, from Batman, Superman and Wonder Woman’s heroics to The Joker and Harley Quinn’s troublemaking, are prime inspiration for a new partnership that combines the power of Mattel and the global appeal of DC.”
This new licensing agreement builds upon the existing relationship between Mattel and Warner Bros. Discovery Global Consumer Products, which spans more than 30 brands and franchises in Warner Bros. Discovery’s vast library including Harry Potter, Friends, Seinfeld, Ted Lasso and more across the pre-school, plush, dolls, vehicles, games and novelty toy categories.
Little Tikes teams up with Bluey for new toy line
MGA Entertainment’s Tikes Tikes brand has launched a new line of Bluey-inspired toys in collaboration with BBC Studios. The line consists of four new toys that bring an interactive experience rooted in play around the television show, based on actual episodes from the series.
“Little Tikes is over the moon to partner with BBC Studios to bring a new theme to our top-selling toys for Bluey fans,” said Isaac Larian, founder and CEO of MGA Entertainment. “When BBC Studios approached us about this partnership, it was a no-brainer. We were already fans of Bluey’s life lessons, especially trying your best and the importance of family, and felt that Little Tikes’ ‘built to be unstoppable’ message mirrored those values.”
“BBC Studios is ecstatic to partner with a heritage toy brand like Little Tikes to create a line of interactive Bluey toys,” said Suzy Raia, SVP Global Consumer Products, BBC Studios. “The idea for the partnership was inspired by the Grannies episode when Bluey and Bingo play dress-up as grannies Janet and Rita. It became evident that the little car they play in is similar to a Little Tikes Cozy Coupe, and we knew we had to bring this concept beyond the screen and into the playrooms of our fans.”
The Bluey Grannies Car Coupe features Bluey colours and decals, plus a horn with nine soundbites pulled directly from the show, accessories including Grannie glasses, a faux can of baked beans, a clicking ignition switch and a rear handle for parent-controlled push rides. This is joined by the Bluey Bushland Adventures play set, the Bluey Beach Day Sandbox and the Bluey Beach Water Table. Little Tikes can be contacted on 0845 0533 333 for stock enquiries.
Spin Master renews global master toy partner agreement for Gabby’s Dollhouse
Spin Master has announced the renewal of its global master toy licensee agreement with Universal Products & Experiences for DreamWorks Animation’s popular pre-school brand, Gabby’s Dollhouse. Since the inception of the toy line, Spin Master has sold more than three million dollhouses globally.
Beyond the signature dollhouse system of play, Spin Master has been delivering show-to-shelf toys mirroring the content of the animated series with play sets, figures, plush, games and puzzles featuring the characters from Gabby’s world since the show debuted on Netflix in 2021. Now, Spin Master is gearing up for Gabby’s biggest adventure yet with a new toy line inspired by DreamWorks Animation’s upcoming feature film, Gabby’s Dollhouse: The Movie, opening in September.
“It’s been a tremendous adventure partnering with Universal Products & Experiences to bring Gabby’s Dollhouse play experiences to kids around the globe,” said Doug Wadleigh, Spin Master’s president, Toys.
“With a fresh and modern take on traditional dollhouse play, Gabby’s Dollhouse has earned a special place in the hearts and homes of kids and families,” said Rafael Macias, Global CPG Commercial officer, Universal Products & Experiences. “Our collaboration with Spin Master has made this a perfect match, pairing imagination with innovation to create best-in-class play experiences that bring to life everything the series offers fans.”
Starring in the new Gabby’s Dollhouse movie toy line is the Meow-mazing Interactive Dollhouse, featuring new LCD interactive eyes. Users can press one of six Paw Bump Magic buttons or the cat nose button to showcase the Gabbycats, who provide interactions, games, guided play and storytelling. Along with this new technology, the dollhouse comes with a Gabby figure, 10 play pieces and classic dollhouse favourites like a spiral slide and a cat-avator. Compatible with all other Gabby figures, deluxe rooms and balconies, the dollhouse can also interact with the Meowmazing Interactive Pandy Paws Plush and the Meow-mazing Interactive Ears. The new toy line will launch in autumn 2025.
In the UK, Spin Master can be contacted on 01628 535 000, or visit www.spinmaster.com to find out more.
Wigston Global expands UK distribution with MGA Entertainment
Wigston Global has announced the UK distribution of a range of safe and educational play products, including Little Tikes Construction Soft Blocks, L.O.L. Surprise! Soft Balls and Little Tikes Hoppy.
Little Tikes Construction Soft Blocks are made from soft and durable materials, making them ideal for young builders. Thanks to Silver Ion technology, the material has an antibacterial effect, ensuring a hygienic and safe play experience. Designed for easy grip and stacking, these blocks help children develop essential early learning skills, including balance, colour recognition, shape sorting, counting and measurement.
Joining the range, L.O.L. Surprise! Soft Balls bring the excitement of the iconic brand into active play, offering lightweight, soft and safe balls perfect for indoor and outdoor fun.
Also launching in the UK, the Little Tikes Hoppy range, which aims to help children develop balance and coordination while encouraging active play.
“We are excited to expand our portfolio with these engaging and high-quality products,” said Benjamin Cornwell, Sales director at Wigston Global. “From building and bouncing to active ball games, this range offers something for every young explorer, combining safety, fun and learning.”
The full range is now available across the UK, providing parents, nurseries and educators with innovative play solutions designed for development.
Hornby celebrates British icons this VE Day with Airfix Starter Sets
With VE Day approaching in May, Hornby is celebrating British heritage, engineering and history with Airfix’s Starter Sets. Spanning legendary aircraft, classic cars and life-saving vessels, these accessible kits provide an introduction to the world of model-making.
Airfix Starter Sets come with everything needed to build and paint an iconic piece of history. As part of the VE celebrations, the Red Arrows will take to the skies over London in a spectacular flypast—making it the perfect time to build Airfix’s newly released Red Arrows Hawk Starter Set (A55002).
Also part of Airfix’s Starter Set lineup is the Supermarine Spitfire (A55001), the aircraft forever linked to Britain’s resilience in World War II. For modern aviation fans, the Eurofighter Typhoon (A55016) and Lockheed Martin F-35B Lightning II (A55010) offer a look at the cutting edge of British and allied air power.
On the road, Airfix celebrates British motoring excellence with the Jaguar E-Type (A55009), the instantly recognisable Aston Martin DB5 (A55011) and the Land Rover Defender (A55012).
Airfix also pays tribute to Britain’s maritime heroes with the RNLI Lifeboat (A55015), a model that honours the bravery of the Royal National Lifeboat Institution and its life-saving mission around the UK’s coastline.
Whether building to mark VE Day or simply discovering the joy of model-making, Airfix Starter Sets bring history to life in an engaging and accessible way—
ideal for both newcomers and seasoned hobbyists alike.
For order enquiries, contact 01843 233 500 or sales@hornby.com.
Q&A Paramount Consumer Products & Experiences
Season 10 of Paw Patrol has recently been released on Paramount+. How does this new season build on the property in terms of themes, audience engagement and new opportunities for licensors?
We are bringing new, action-packed content to consumers and constantly reinvigorating the franchise. Season 10 focuses on the core of Paw Patrol and what the brand is known for. We’re expanding on that world with Adventure Bay, which will have a lot more teamwork, adventure, excitement and storytelling. This goes hand in hand with upgraded animation, offering something new and fresh for pre-schoolers.
We’re going to be complementing the all-year-round content with two new thematic launches. We know how important themes are, especially from a consumer products point of view, to keep the brand fresh and offer additional opportunities to licensees. For spring/ summer, we’re introducing a Rescue theme, and for autumn/winter, there’s Fire Rescue. Both are core to the DNA of Paw Patrol, with vehicle play, teamwork and the exciting action the pups are known for.
We also have new content launching on YouTube and even more content to come at the back end of the year. This will be a great opportunity for all our licence partners to drive incremental business and infuse newness into their product lines. We’ve revealed refreshed branding this year across all product packaging, which, combined with the new content, will reinvigorate the franchise for the consumer.
Paw Patrol
to the rescue!
As the tenth season of Paw Patrol was released in March, Toy World’s Caroline Tonks sat down with Simta Sawhney, senior director Licensing UK & Ireland, South Africa, Israel, Australia and New Zealand, Paramount Consumer Products & Experiences, to talk about this major milestone and how Paramount aims to revitalise the franchise as part of its wider pre-school portfolio.
A tenth season is a major milestone. What do you attribute to Paw Patrol's ongoing success within the pre-school category?
We’ve kicked off 2025 with some great momentum, largely off the back of an above-the-line campaign that we ran on Nick Jr in Q4 of last year. Following that campaign, we saw an increase in sales across all product categories, whether in toys and games or apparel, food and beverage. We’ve continued that growth trajectory into 2025. In February, the Paw Patrol brand was actually outperforming the overall infant/ pre-school category, which was very exciting.
We continue to make sure that the consumer is at the heart of everything we do, whether that’s refreshing product in line with our latest trends or delivering experiences to pre-schoolers. This year, alongside Paw Patrol Live, which is touring later this year with The Great Pirate Adventure, we have more new, on-theground initiatives that will be announced shortly.
We know content is king, and we’re certainly not lacking in that. Both Paw Patrol and Rubble & Crew have been renewed for another two seasons, and off the back of the success of the last two theatrical releases, we’re excited to have a third global theatrical release coming out in summer 2026, which is Paw Patrol: The Dino Movie.
Theatricals have become such an integral part of the Paw Patrol universe, and we’ve achieved amazing success, not only at the box office, but at resale too. The Dino theme isn’t new to Paw Patrol – a few years ago it was one of the more successful themes we’ve ever had. Now we’re bringing it back with new storytelling, and more opportunities for our partners to develop exciting and innovative product.
Can you tell us what the new global campaign for Paw Patrol entails?
Paw Patrol to the Rescue is our brand-new, parent targeted campaign that comes out this spring, and is the first time we’ve run a truly global campaign. We aim to partner with parents and empower them through every milestone of their parenting journeys – helping them with the nurturing development of their toddlers and focusing on areas like teamwork, problem solving and developing their imagination.
We’re positioning the brand to be more than just kids’ favourite TV show; we want it to be a valuable part of the parenting journey. We’re going to be highlighting the ways that Paw Patrol can help solve the problems that parents care about the most. Paw Patrol will come to the rescue in many situations, like potty training,
bedtime and breakfast time. For example, establishing a good bedtime routine is important for any parent, and Paw Patrol aims to be that solution for them. Anything from a Paw Patrol toothbrush and toothpaste, to make brushing teeth more fun, to having Paw Patrol bedsheets, duvet covers and PJs for bedtime, will give kids everything they need to make learning and routines a fun experience.
Our partners develop product to support these key milestones, and work with us on how we can activate that at retail. As part of the campaign, there will be an always-on ecosystem to support the brand throughout the year, across linear, YouTube, social media and retail. We’re also working on a number of new brand partnerships that will be announced shortly to support the campaign further.
This is an important next step for the brand. It’s the first time we’re running a parent targeted campaign, and we’re encouraging our partners to come on board so we can execute this at retail and work on the joint planning together.
What else is happening in Paramount’s pre-school sector?
Although there is a major focus on Paw Patrol, Paramount has always been known as a home for preschool, and we’re bringing plenty more that’s new and different this summer. Dora launched in April 2024 on Paramount+ globally, as well as on Milkshake! in the UK, and the content is performing really well. We’re launching product into the market from May this year onwards, with a targeted approach across categories. We’re working in conjunction with Spin Master as our toy partner and we have a number of other category leading partners across all different lines of business.
Insight
Is the toy market sitting pretty?
Emilie examines those categories that are currently boosting the overall toy market and explores what else might contribute to sales growth as the year goes on.
The UK toy market has enjoyed a positive start to the year, with sales up +7% in value and +3% in units for the first two months of the year. The growth is not all concentrated in one area, with eight out of eleven supercategories in growth - and four of those growing by double digits compared to the same period in 2024. The top category was Games & Puzzles thanks to Strategic Trading Card Games, and especially Pokémon, with the latest series, Scarlet & Violet Prismatic Evolutions, launching in January.
Even if Christmas is still the most important time of the year in the toy industry, the opportunity to tap into other seasonal occasions across the year can bring added value to the market. Valentines’ Day is one of those occasions; and this year toy items with a Valentines’ Day theme have generated just under £2m in YTD February. This is three times more than in 2024 in value, and four times more in units. Lego Botanical Flowers performed well again this year, with the property being the No. 2 gaining versus a year ago. Plush was a classic winner and we have seen specific Valentines Plush items perform well, such as those in the Fuggler range. Action Figures Collectibles grew, thanks to Funko, and even new Adult Games were launched for the occasion, adding over £100k of sales, all tapping into the Kidult sector.
To monitor what’s happening in the ever-changing toy market, Circana collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy. For more information visit www.circana.com.
on Girls has reduced by -3% in 2024 versus 2023 and -12% versus 2020, representing a decline of around £850m. To understand in more detail where the decline has come from, our Sentiment Survey in January asked if shoppers who have spent less on toys for girls are spending more on other categories instead. The top two categories where they said they spent more were Clothing/Footwear/ Accessories and Beauty. Beauty was significantly higher in the UK compared to Europe, with 52% of respondents saying they spent more on Beauty for a Girl in the UK
includes coloured Lip Butter/Lip Balm/Lip Glow, jumped +72% in 2024 vs prior year.
Girls are spending less on toys and more on…
Although Kidults are spending more on toys, for both male and female recipients, the overall spend on toys for total Girls/Women has been in decline for the last four years. According to Circana Consumer 360 data, spend
versus. 40% in EU5. This figure reached 67% for Girls 10-12 years old, highlighting the trend for younger girls asking for beauty products.
The beauty industry has arguably benefited from this trend: Prestige Make Up was up +11% in value, with strong growth in certain subclasses more likely to appeal to younger consumers. For instance, Prestige Lipstick sales were up +2%, whilst All Other Lip Make up, which
The toy industry is already offering a few beauty items, such as MGA Yummiland, which is the No. 2 bestselling item in Playset Dolls Collectibles in YTD February 2025 in value sales. Moose has announced the launch of new Gui Gui slime, even using beauty packaging to attract girls keen to follow this trend. Collaborations can expand beyond toy products themselves: a few months ago, it was announced that Moose Toys and e.l.f. Cosmetics had teamed up to launch a Roblox campaign featuring the new XOX Kweenie pop art collectibles; just one example of product placement and collaboration designed to reach out to girls and bring them back to the toy aisle. Properties such as Wicked have also developed ranges with well-known beauty brands. Could licensors help to set up collaborations between beauty and toys manufacturers to create more playful and aspirational beauty-oriented toy ranges specifically designed for younger skin? Colourful style K-Beauty or Kawai style Asian beauty echoes the toy industry’s use of colourful packaging, collectability and playful themes.
2025 should also be a strong year for licences, with a strong line up of movies ahead, including Superman, Jurassic World, Lilo & Stitch, Wicked, Gabby’s Dollhouse and How to Train Your Dragon. With some strong female characters, let’s hope they will give a boost to the industry this year and potentially bring back some girls’ spend to the UK toy market.
The Lego Group’s Botanicals range enjoyed strong growth in 2024, and this has continued into 2025, with sales up +24% and the property currently the number two best-selling property across the total toy market YTD February 2025. Lotus Flowers has leapt from 827 rank in January to No. 28 in February. It wasn’t the only Botanicals line to blossom, with the Bouquet of Roses the No.1 item in the UK for February, up from 41 rank in January, driven by Valentines’ Day sales. Overall, 5 out of the top 10 best-selling items for February were from the Lego Botanical range, showing how strong the appeal of special occasions and toys can be – especially when appealing to older, female demographics.
Fastest Growing Properties:
While it’s still early in 2025, the positive sales for the first two months of the year is an encouraging sign and this filters through to the number of top gaining properties. Given the huge success of the new Strategic Trading Card series Scarlet & Violet Prismatic Evolutions launched in January, it’s no surprise that Pokémon is both the top gaining property so far in 2025, but also the number one property overall. Lego Botanicals is the No. 2 gaining property, with new items such as the Mini Orchid and Plum Blossom incremental to existing lines such as the Bouquet of Roses and Tiny Plants. Harry Potter/Fantastic Beasts is the third fastest growing property so far in 2025, with Lego accounting for 94% of the growth and the new Diagon Alley Wizarding Shops the top selling HP item. Outside of Lego, the Miniverse Harry Potter Make It Mini Potions Assortment and Funko Bitty Pops are also contributing to growth.
Continuing from strong 2024 growth, Lilo and Stitch is the fifth fastest growing property in 2025, with plush the largest supercategory for the property driven by a mixture of Toy of the Year, Stitch Puppetronic by RealFX from Wow Stuff, Ty Beanies and Simba’s plush range. There is also growth for Stitch in Building Sets and Action Figures Collectibles with Just Play’s Mini Collectibles strong performance.
Lego Fortnite is the top new launch in 2025 so far with a compact range released. Dungeons & Dragons growth has also been driven by Lego, with the new Minifigures range driving growth YTD 2025. Hot Wheels is up +22% so far this year and while the singles continue to be the top seller, HW Monster Truck lines have also seen strong growth. Sonic the Hedgehog has also seen consistent growth over the last three years, continuing into 2025.
Talking Shop Retail detail
This month, Rachael, Caroline and Gabriela visited Toymaster’s Regional Meeting in Coventry, where they got the lowdown on which suppliers indie retailers enjoy working with the most, and found out which lines are most in demand with their customers.
John Bentley - Howleys Toymaster, Weymouth
LLego’s point of sale and event planning is great. The March F1 launch has been incredible: you’ve got in-store theatre with the make-and-play items (which create so much interest and excitement), window displays and FSDUs. The company manages to tick pretty much every box. We got behind the range in a big way because we loved it from the moment we first saw it, and Lego’s embargo and onshelf dates means all retailers have to be aligned on each launch, so they become a nationwide event. Other suppliers might try to offer similar, but at the end of the day they’re simply not operating at the same scale as Lego.
That said, many other suppliers work very hard to support indies through events, POS and more. My latest delivery from Spin Master, for example, arrived with hanging banners and shelf strips and I’ve no doubt Toymaster has a window display planned in for it too. Ty provides great FSDUs and is always willing to help out on POS solutions; Beanie Bouncers turned out to be a big launch for us and we needed a bigger stand, but one was quickly sent out with our next order. No trouble, just the sort of switched-on, fast reaction you want and need as an indie.
We run a lot of demo days. We’ve got one coming up for Eugy from Brainstorm, one for PlusPlus and there are more in the works. Craft specialists tend to be pretty good at helping out with in-store events and demo product. As buyers, we’re looking for margin and quality, but after that we need to consider promotion: not just how we can promote a new range ourselves, but what the supplier and Toymaster are doing to promote it. Looking at all three elements helps us decide on our level of commitment.
Pokémon is undergoing something of a rebirth at the moment. Six months ago, we were looking at potential overstocking issues; now we’re facing horrendous understocking. We give our store managers some autonomy to buy Pokémon as they see fit, but I’d urged caution a few months ago thinking that not all launches would sell through. Now, I’m having to tell them: “Forget all that, fill your boots!”
The recent beautiful weather has seen us double our turnover some days. In our two seaside locations, buckets & spades are flying out and our footfall is significantly up. We came out of Christmas looking a little leaner and meaner than we did in 2024, but we still had the right lines in the
Toy Fair promotions added to the mix – consumers are still seeking bargains – and we’ve been able to curate a good mix of price points suitable for all budgets. We were up in both January and February. Now comes Easter.
I’ve felt optimistic ever since Christmas was over. I don’t know why, exactly; we’re always having to scrutinise the bottom line, our overheads, waste and margin mix. Every day requires analysis and reflection. But despite all our preoccupation with getting it right, there remains that positivity. You need that in this business. We believe 2025 will be a year of growth. With the help of our suppliers – and that means better margins – we’ll fight on.
right places, at the right volumes, so we refreshed here and there before kicking on.
Talking Shop
Steve Kerrison - Kerrison Toys, Norwich
Jack Chippendale -
The Toy Shop, Cockermouth
We receive excellent support from companies such as Brainstorm, and the business we do with Kandy Toys has massively increased due to the great margins on offer. Collaborating with companies like this is smooth and straightforward; they are very easy to contact, have great online B2B websites, and go above and beyond to support us, for example by providing us with product samples for giveaways and promotions. Another advantage of working with these companies is their outstanding marketing support. They supply us with materials including product images that we can use on our website and social media platforms, as well as POS displays, which is really useful. This support helps in engaging customers and keeping them updated about new stock and what’s available in store.
We are pleasantly surprised that 2025 has started strongly, especially considering that the overall market has not been that impressive. We hope to maintain this sales growth throughout the rest of the year. As an independent shop, we focus on keeping our product range varied; thoughtfully selecting the items we offer, which helps drive sales and keeps us afloat. There's a trend towards more Kidult products, including collectibles and models, which we are keeping an eye on in terms of what we stock. Ensuring we have stock of popular brands like Lego helps keep sales steady, but overall, everything we stock seems to be doing well at the moment - and we hope that continues.
TThere are lots of great toy companies willing to support independent retailers, whether that support is in the form of craft days, freebies or in-store activities. Brainstorm stands out, as does Character Options. Kandy Toys is an increasingly important supplier for us; the margins and quality are up there with the very best, which helps to make up for the suppliers and brands where we’re feeling the squeeze. Some of the price cutting on Lego last year was bewildering. Lego sells at any price; you really don’t need to promote it at some of the levels we saw at Christmas. Toys are emotive and parents want a good deal, I get that, but I still find myself walking round the fairs, looking at some of the RRPs and gulping. But suppliers like Kandy Toys offer 50-55% margin and our customers love the toys. The beginning of this year has been promising, but the picture is undoubtedly distorted by Lego and Pokémon.
Lego F1 has got off to a strong start while Pokémon Prismatic
Kamlesh AminJJ Toys, Gerrards Cross
Evolutions has been nothing short of phenomenal. In fact, Pokémon in general is flying. We saw the first flurry of a resurgence in September with Scarlet & Violet—Stellar Crown Showdown. Prior to that, it had a bit of a wobble, but it’s only been on the up since then. However, we’re hearing of worrying stock shortages at a time when we’re already starved of product. There’s a fine line between scarcity driving demand, and scarcity causing frustrated collectors to give up and move onto something else.
It's difficult to say how the rest of this year will pan out. There are plenty of nice launches in the pipeline, but much will boil down to whether or not the prices are right. Consumers are still thinking more about the money they don’t have rather than what they do, so value is what’s most important. Which again brings us to Kandy Toys and other suppliers that offer product that provides genuine value for money.
LLego is one of our standout suppliers, providing us with exceptional support. The company consistently delivers the right products at the right time. Whenever we feel our business is struggling, Lego comes through with exciting new releases that keep customers engaged and sales healthy. Lego also ensures that we receive everything necessary to thrive in a competitive market, including POS materials, display items and comprehensive support. Pokémon is also performing particularly well for us at the moment, due to the popularity and success of the Trading Card Game - especially in the Kidult market.
This year has kicked off well, and a significant factor in this success has been a move to larger premises in a prime location in the town. Our new space features bigger displays that are better organised, providing improved accessibility for our customers and allowing them to view all shelves from top to bottom. In our previous location, clients often overlooked the bottom two shelves, but that isn’t the case anymore. We’re particularly excited about the Outdoor Toys category this year, as we are very near Gerrards Cross Common and often get customers shopping for toys that they can take on picnics and days out at the park. I have already placed my orders with Reydon Sports, one of our top outdoor suppliers, and I look forward to seeing how these will perform in the coming months.
Ben and Wendy ClarkClarks Toys, Brecon
T WToymaster provides huge support with window displays in collaboration with the group’s top suppliers. At the moment we have Lego F1 in the shop window and before that it was Pokémon, with Prismatic Evolutions. Those are two of the biggest lines of the moment and it’s been great to have such impactful displays at the store.
Prismatic Evolutions has been hugely popular with our customers and the Journey Together expansion will have launched by the time this issue comes out, so we’re looking forward to that. The Lego F1 release has been amazing. We enjoyed really high footfall on our first weekend with it, including plenty of adult collectors and F1 fans that brought their kids along with them to check out the range.
Sales were up in January, largely thanks to the above. Consumers clearly have money to spend, including on higher ticket items. The Pokémon League Trainer box is £50 RRP but our customers can’t get enough of them and, as your readers will know, there’s only a handful of Lego sets that can be had for less than a tenner. Far from pick-up lines driving sales, we’re finding it’s the £20-50 items that are going down the best. There are some really loyal fanbases out there, and they’re happy to spend on the brands that mean the most to them.
As we’re in a big tourism area in mid-Wales, Easter kickstarts the year for us. It seems late this year, but from what we’ve seen so far, we’re in for a good 2025.
Talking Shop
Emma Dadswell - Toys N Tuck - Southend-On-Sea, Essex
JJust Play is one of our most supportive suppliers. The team is always helping me out with displays and demo product and is always fair with stock allocation. I’d also give a shout out to Character Options. If I’ve got a problem with anything then they will always help sort it, and the team always gives good insight into stock levels on hot lines. Much like Just Play, Character is also willing to provide demo stock and prizes for consumer competitions, which goes down well.
2025 is off to a great start. A huge number of my sales so far this year, maybe as much as 90%, have been Pokémon. Fans have been going crazy over Prismatic Evolutions; they want it no matter the cost and are willing to pay anything to get their hands on product. It’s been the first release in a while that consumers are happy to queue down the street for, and we’re selling out of each restock within about 10 minutes of opening the store. (Pokémon, if you’re reading this – I need more stock please!) We’ve also enjoyed strong sales of the Lego F1 range, while pocket money toys and collectibles are still selling well too.
What’s noticeable is that we’re seeing lots of older consumers come through the door; it’s not kids buying Pokémon and Lego, it’s grown-ups. They’re the ones with the disposable income, and we’re happy to take it in return for great toys.
Mihir Patel - Woodley News, Reading Brian Buckby and Heather Buckby - Blewett’s Of Hayle, Hayle
WWe work with various suppliers who provide support for our business. Some of the standout companies that we are currently dealing with include Character Options, Click Distribution, Jazwares and Kayes of Cardiff, which provides us with a range of Mattel products. What I like about working with these suppliers/distributors is that they stay in touch with us. I believe that good communication is a crucial aspect of business, and these companies never fail to do that – plus they follow up to check how things are going. Whenever we have queries, they are there to help, and they keep us up to date with delivery times, which is very useful.
We have experienced a strong start to 2025, and I believe the main drivers of this success have been the kidult and collectibles categories. Items like die-cast collectible cars and action vehicles, as well as Trading Card Games such as Pokémon, One Piece and Disney Lorcana are currently seeing significant growth. Certain IPs, including Skibidi Toilet, have gained huge popularity - the latest Skibidi Toilet range by Character Options has been well received by customers. We’re excited for the months ahead, and we look forward to seeing how these ranges will continue to perform.
WWe believe that the best support our suppliers can offer us is face-to-face communication. When they make the effort to engage in-person, it motivates us to support them in return. Tomy is one of the companies that has visited our store and provided us with tailored support and a personalised service that simply cannot be matched by online interactions. Other suppliers that we love to deal with and find hugely supportive include Playmobil and Kayes of Cardiff, which provides our Orchard Toys range. We like to show our appreciation for these companies by helping them in return, and coming to events such as the Toymaster Regional Meetings helps to continue nurturing those relationships which are crucial for our business. Another way in which these companies support us is by providing us with plenty of marketing support, including POS displays. We’ve got big wind jammers to go outside the store, and we’re always on the lookout for displays that will invite customers into our shop.
The start of 2025 has been similar to previous years, a bit slower than the rest of the year, especially in January, but we are looking forward to the upcoming movie releases that should drive sales for licensed toy ranges. Upcoming films like Transformers 8: Rise of Unicron, A Minecraft Movie, Jurassic World Rebirth, the CGI-animated Lilo & Stitch - and the Bluey movie scheduled to come out in 2027 - are all generating anticipation and we expect them to positively impact sales of related toy ranges.
•Ever y t hing needed in one box: t he kit, paint, glue and brush
•Designed wit h t he beginner in mind from t he outset
•Wide array of choice, modern supercars, classic cars, militar y vehicles and aircraf t
No glue, no paint, just build!
•Tough enough to be a toy, or smar t enough to display!
•Complete wit h s tands, s t ickers and rolling wheels
Talking Shop
Brendan Will - Will’s Toy Shop, Aberdeen
IIn terms of the suppliers we deal with, Asmodee has been very helpful. Since our recent changes, we’ve become more of a Trading Card Games store, and a lot of the TCG suppliers are hugely supportive of toy shops that are running leagues for their customers. Brainstorm is another supplier that we have worked together with to enhance sales. Its Eugy line is extremely popular here, and they provide us with organised demo kits which are wonderful to get kids involved in-store.
Our strong start to the year is all thanks to Pokémon; we can’t get enough of it. We’ve made some major changes to the store in the last six months; we’ve got rid of a Post Office and have shifted to more of a gaming focus which has proved a successful move. This gives our customers more reasons to stay in the store past the 10-minute mark, some even stay from three to five hours. If they’re there for over an hour, often they buy a drink or a snack, and it gives them more incentive to buy more product.
Rob West - Firestorm Games, Cardiff
AAsmodee is one of our best suppliers; it has a really great support team, and we have a dedicated contact there who is really helpful. All we have to do is pick up the phone to speak to them – and if they’re not available, they ring us straight back to try and help us out.
Kayes of Cardiff is also really supportive; as we’re based in Cardiff, we’ve developed a really close rapport with them. Philip is great, and we value the personal service you get there. Nothing is too much trouble; if we ask for something that they don’t have, they go out and find it for us.
The year is off to a strong start, and we’ve been doing really well. We’re very big into hobbies and collectibles at Firestorm, and Pokémon is a really key line for us. It’s selling exceedingly well, especially with the new Prismatic Evolution release. You just can’t get enough of it at the moment, and customers are banging down the doors for it.
CCharacter Options is a fantastic supplier to deal with in terms of support and helpfulness. They have fabulous reps who go above and beyond to help you, especially if you want something specific. They still come to our store in person - not a lot of companies do that anymore, so it’s really great to have that kind of relationship.
I’m pleased to report that the year has got off to a very strong start. With such a lot of bad stuff happening across the world right now, I think people just want a distraction from the news and the headlines. Parents want to give their children happiness, and toys can quickly and easily offer moments of joy, truly providing that escape that so many people need in the current climate.
TThe year is off to a great start. Pokémon, with the new Prismatic Evolutions release, has been absolutely amazing and has brought so many customers into the store. This new release has set the world alight in Pokémon terms. Another strong brand for us is Lego; this always sells well but having two new launches in January and March really helps at this time of year. Lego F1 has only been in our store since the beginning of March, but we’ve seen really good sales already. I think it’s going to be brilliant, and one that’s just going to keep on selling.
In terms of supplier support, Lego has always been a pleasure to deal with. Asmodee is another favourite; the team at Asmodee is really helpful and supportive, meeting our needs. I must mention Character Options as well – we have the most amazing Account manager in Mandy; she’s brilliant. And of course, we can’t forget Toymaster. The support and guidance the team offers across so many aspects of our business is fantastic.
Jennifer Marquis - Wharf Post Office & Gift Store, St Ives, Cornwall
indie viewpoint
Matthew BradyGame On Toymaster, Saffron Walden
WWe deal with a number of toy companies, but Asmodee is my most supportive supplier. I’ve always found that we receive plenty of information from the team as well as fair stock allocations, and the reps have long worked hard to accommodate any request we can come up with. I’m very grateful to them for that.
This year, I’d say business is holding steady – especially when the figures are held up against 2024. There have been some strong early launches, driven primarily by Pokémon Prismatic Evolutions and the Formula 1 range from Lego. Those two have undeniably been standouts, and a welcome start to the first quarter. We’re hoping sales will continue to be encouraging as the year goes on.
If you’d like to be featured in the May edition of Talking Shop please contact:
Rachael Simpson-Jones – rachael@toyworldmag.co.uk
Caroline Tonks – caroline@toyworldmag.co.uk
Gabriela Garcia – gabriela@toyworldmag.co.uk
Mark Buschhaus and Stephen Barnes
Toy Barnhaus
A pocketful of sunshine
AAs we write this, it feels like spring is in the air. Sales generally have been very positive so far this year, and we are tracking ahead of last year to date. As we have mentioned in our previous columns, this has primarily been driven by two brands – Lego and Pokémon.
We were looking forward to the March Formula 1 Lego launch and even increased our orders for it. Despite this, we still probably undercooked it a bit, as we sold out of several of the cars very quickly indeed. With the launch timed for the start of the F1 season, the hype had built nicely; we had a great launch day on the first Saturday, sales really took off and are still going strong. Pokémon also shows absolutely no sign of slowing down at all. Stock has been so limited due to the phenomenal demand, to the extent that even Pokémon TCG releases from two years ago are now selling really well. By the time you read this, the new Pokémon Scarlet & VioletJourney Together will have come out and increased the fervor even more.
Pocket Money Toys and Collectibles is a huge category for us. Higher price point lines tend to be purchased more online, but collectibles and lower price point pocket money lines are far more suited to physical retail, especially for kids who are looking to spend their pocket money each week. Our Pocket Money Toys range has been a stand-out success for us over the last year or so. There are many everyday lines we keep in stock year in year out, but newness in this category can be trend driven, from viral videos on social media, and can drive impressive volume.
In general, Pocket Money is an ideal category for independent retailers, and one in which they can actually compete against the nationals. As well as offering a good range, indies are well-placed to react quickly and evolve their offering as new trends come out and potentially short-lived crazes arise. The category is also a great margin driver. Our key suppliers are Kandy Toys, HTI Toys and One for Fun, which all support us well.
Pocket Money Collectibles encompasses a wide range of products now, and also a wide customer base, appealing to all ages. Our bestselling collectible currently is the Sylvanian Baby Series Blind bags, and the customer base is split quite evenly between kids and teenagers/kidults. This is a good example of a brand which has generated even more sales by going viral on TikTok. Demand is growing for Funko figures and collectibles, prompting us to expand our range. Collectibles for kids are still a fantastic sales and footfall driver and very important to our business. The new Littlest Pet Shop collection from Bandai has sold well, and Aphmau, Moriah Elizabeth and Skibidi Toilet from Character Options all remain popular. Mini Brands from Zuru is another strong seller for us; My Mini Baby is the stand-out item over the last few months. Keeping these ranges fresh with new lines continually being introduced is key – the Zuru Max Retro Collection is a perfect example that has sold well recently.
Looking ahead, the sun has finally arrived here and our summer paddling pool delivery rolls in next week, so it is all well timed. Let’s hope the sunshine continues!
Letter from America Opinion Toy Fair comes roaring back in New York City Rick Derr
After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick reports on his trip to the Toy Fair in New York, including a special accolade for the Learning Express group.
Forget all the talk about moving Toy Fair to another city, or that it is no longer relevant. I’m here to say it’s relevant - and even more so, in my opinion. And here’s why.
The biggest and best suppliers attended and, importantly, allowed us to see their new products; in fact, Hasbro, Spin Master, Melissa & Doug, Calico Critters (Sylvanian Families to you Brits), Goliath, Lego and Moose actively encouraged us to visit their booths, among many more. I felt welcomed by all and that our indie voice was now being properly heard.
Networking is so important in our industry, where friends of friends become your gateway into new products and services. There’s nothing like catching up with toy people from all over the world. Their recommendations are invaluable, and the help we all give each other comes back two-fold as we help grow all our businesses.
New York is social media central. Whether you walk Times Square or stroll up Fifth Avenue, you are surrounded by possibilities for online engagement. Most people find time to drop into FAO Schwartz to catch a flavour of toy retail heaven. I met several young YouTube stars in their twenties that knew of me, which was very flattering, but also highlights how important a social media presence can be in the toy industry today.
The New York Toy Fair is also home to the TOTY Awards (Toy of the Year) and the Induction Ceremony to the National Toy Hall of Fame. This year we had the double pleasure of seeing a British company and my friend, Richard North of Wow! Stuff toys, win in two categories (Tech Toy of the Year as well as the overall Toy of The Year) for the Disney Real FX Stitch Puppetronic. Massive congratulations to Richard and the team.
I also had the honor of seeing our Learning Express Toys founder and chair, Sharon DiMinico, be inducted into the Toy Hall of Fame. Only 98 people have been inducted since its inception in 1985, so a very high bar has been set and special recognition only given to the best of the best. Sharon and I started working together in 1996, when she decided to take Learning Express national and granted me the first Mid-west franchise. Now, after 38 years in business, she has the last toy chain standing in the US. Congratulations Sharon.
At the show, the top three trends I spotted were:
• 3D printing is gaining in popularity, particularly in the mini category. The quality has improved, and low costs make this an easy everyday pick-up item that both kids and adults can collect.
• Move over slime, the dough compound category is re-emerging with stronger scents, more luxurious textures and playsets which kids can use as a craft activity. I expect Play-Doh to follow this trend with more detailed playsets.
• Many suppliers were asking how best to launch new products in this time of social media and a more sophisticated kid audience. It was interesting to discuss what type of displays work, how best to show or sample the product, what colours sell the best, should a video screen be included with the display, the size of displays etc. There are so many questions, but we were happy to add our input and trust our perspective proves useful.
Everyone always asks, what key products did I find? So, I would like to highlight two that I believe have a chance to sell well here in the States:
• Jelly Bands (WeCool) - customisable, scented accessories that snap together for mix and match creations. Jelly Bands packs come with 200 beads to create up to 12 bracelets, and kids can customise each piece by snapping in different beads including letters, shapes, and more. At a $10 price point, they suit the current market well.
• Stickflip - Flip, Catch, Level Up game. This was introduced in Nuremberg by Rainier Lauberger to a positive reception and now has a US distributor and packaging. It’s all set for a July launch.
So, there you have it, my take. I see no reason why Toy Fair shouldn’t stay in New York, in February. As the adage goes, the grass isn’t always greener on the other side…
Retail Profile Daniel of Windsor
Retail royalty Daniel of Windsor
It’s a cold but sunny day in mid-March when I visit Daniel of Windsor, which lies on Peascod Street, in the shadow of the imposing yet beautiful Windsor Castle. Despite the fact it’s a Friday, the department store is busy, and the café where we sit for coffee and cake before getting down to business is positively heaving. According to Warren, the 124-year-old family business – which is still owned and operated by the Daniels – is beloved by all who visit: grandparents and retirees from the local area, who make up the majority of the clientele from Monday-Friday; families with kids (the weekend crew); and tourists taking in the sights and sounds of this historic town.
Daniel of Windsor has been the retailer’s flagship department store location since 2017, taking over
Department store Daniel of Windsor has been a town icon for well over 100 years, drawing in tourists from around the world as well as loyal customers, some of whom have been shopping at the store for decades. As its impressive toy department goes from strength to strength, Rachael Simpson-Jones paid a visit to sit down with Warren du Preez, the retailer’s head toy buyer, to find out the secrets of its success.
from Ealing, and since the 1940s has maintained a toy department of at least 10,000 square feet, all year round. As you might expect, all the major suppliers are represented in brands suitable for buyers of all ages and stages: Lego, Playmobil, Hasbro, Mattel, Spin Master, Ravensburger, Funko, Ty, Moose, MGA, and many more (120+ suppliers, to be more accurate).
Warren joined the team in 2013 and since then has focused on providing the very best toy shopping experience possible. “We invest heavily in staff and training,” he explains as we look out over the floor from his office, to which we’ve retreated to ensure my recorder can pick up our conversation. “There are 13 members in the toy team, covering everything from order picking and packing upstairs to customer-facing interactions within the department. All of them know the features of the toys, the must-haves of the moment and so on, and that takes time and money. But it means we offer unrivalled customer service to match the fantastic brands we range here.”
While he’s opened a number of new accounts while taking on the role, Warren ‘inherited’ the majority of the supplier relationships the department store enjoys owing
to the fact many have been in place for decades. The size of the department means there’s plenty of space for a broad range of toys and games, but what sets the retailer apart as a partner is its ability to bring a brand to life. Warren’s enthusiasm for doing so is reflected in what we see outside his office window. The space is bright and brimming with theatre. Kids pose in Mattel’s Thomas the Tank Engine and Spin Master’s Paw Patrol Lookout Tower, take a ride in the Playmobil Fire Truck, stand for pictures next to the life-size Lego Royal Guard, and create their very own railway layouts on the Brio table. There are photo opportunities everywhere you look, increasing dwell time and consumer engagement, and the flexible footprint of the department means there’s always opportunities for those suppliers keen to do so to create something special to highlight their products.
“Owing to our core demographic, we lean heavily intro traditional play patterns,” says Warren, when asked about the most popular categories. “Arts & Crafts is very strong, as is Science & Discovery, plus Construction and Games & Puzzles. At the other end of the spectrum, we’ve got content-led licensed brands such as Bluey and Paw Patrol, and a growing number of ranges aimed at Kidults,
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Retail Profile
including manga and anime. The latter goes down really well with European schoolkids visiting from France and Spain, but we’re careful to do our due diligence and ensure that what we bring in within the Kidult sector aligns with our family-friendly ethos. We have a reputation to maintain, after all.”
Those who follow Warren on LinkedIn will know that he likes to keep his finger on the pulse by visiting plenty of trade shows. When asked his thoughts regarding this year’s major toy launches, and whether or not there’s enough in the way of newness, he tells me this topic that has cropped up far more this year than it has in previous years.
“When you’re on the trade show circuit, it’s easy to get caught up in the excitement surrounding launches from just two or three big players, but when you dig beneath the surface you discover there’s much more worth getting into,” he explains. “What Zuru is doing on Mini Brands and Pets Alive is phenomenal, and at such strong price points too, while Funko’s Bittyverse – especially when viewed through the Kidult lens – is clearly capable of rivalling some of the other product that’s out there for adult collectors. Maybe some of what’s coming through for this year isn’t brand-new, sure, but there are some line and brand extensions out there with huge potential, particularly from the small- and medium-sized, more reactive companies.”
Here, Warren asks a very interesting question: far from being the fault of suppliers, are buyers to blame for the perceived lack of innovation within the Toy & Games category? After all, why would a supplier spend millions in product development to bring to market something never-seen-before (especially when the economic climate, particularly in the US, is anything but peachy) if buyers are going to balk at the thought of getting behind it? Over the past few years, we’ve certainly seen a blanket of caution descend upon both sides of the table. Perhaps we’re establishing a vicious circle, a chicken and egg situation in which what’s needed are some big gambles by suppliers - and a willingness to go along for the ride from retailers. After all, you can’t make an omelette without breaking a few eggs. That said, there are those out there who Warren feels are pushing the boat out. Moose, he says, is “tearing up the script” while Zuru seems to “always be on the move”.
Daniel of Windsor
Speaking of eggs, Easter is round the corner. A big moment in the calendar for most retailers, Daniel of Windsor will be laying on its customary raft of events and activities for consumers. Ty is on board for a Beanie Bouncers in-store activation following a very positive early reaction (this will be broadly similar to how the range was presented at the NEC, for those who saw it at the show), and hopes are high there can be some sort of activity out on the high street too – though Warren notes, with a laugh, that the proximity of the store’s royal neighbours can sometimes make the logistics “a bit tricky”. Sylvanian Families is hosting an Easter Bunny meet & greet, meanwhile, and Brainstorm is partnering with the retailer for a Eugy crafting demo day. There will also be a Numberblocks treasure hunt around the store.
In addition to Easter (and Christmas, of course), Daniel of Windsor has also witnessed the growth of occasions such as Valentine’s Day, Mother’s Day, Father’s Day and Halloween, the latter of which was especially strong in 2024 as grocers continue to move away from celebrating it. Warren tells me consumers are still spending on gifts “with conviction”, the likes of Lego’s Botanicals or Speed Champion ranges, for example. He’s also noticed that parents or care givers looking for a gift to give their other half will often bring their kids with them, almost in a personal shopper capacity. The child picks the present they deem most suitable for the recipient, based purely on how much they will love it, and the adult foots the bill (whatever that might be). It is, as he puts it, an interesting dynamic.
One of Daniel of Windsor’s big strengths is that all its staff are fully trained in immersive consumer engagement, meaning there’s usually something going on every weekend. This could range from a simple board game demo to a fully branded Lego make & play event. Whatever and however the team chooses to engage with and entertain shoppers, the aim remains the same: to help create fun memories via a soft-sell approach that keeps people coming back time and again. Warren says: “If ever a customer asks for a product we don’t have, we’ll point them towards the nearest stockist. Shoppers remember helpful stores and are more likely to return to them. It’s about providing the information consumers want, while still leaving the ultimate choice about whether to buy a toy in their hands.”
Of all types of retailers, the department store category has arguably been hardest hit by shifting consumer habits and economic challenges over the past decade. BHS went bust in 2016, followed by Debenhams high street arm in 2021, while House of Fraser continues to shutter stores across the country, and Fenwick recently appointed advisors to look at its strategy after posting another loss. One of the most oft cited reasons for their decline has been a lack of consumer loyalty, something Daniel of Windsor has not experienced. Thinking specifically about toys, Warren points out it’s common for department stores to grow their toy footprint for Q4 and shrink it for the rest of the year, something he feels does retailers no favours.
“Sucking all the life out of toys like this doesn’t help consumers feel excited about them as a proposition,” he says. “This category should be vibrant and colourful, and your toy department should invite kids to play and get hands-on all year-round, not just as Christmas. If it’s not, and it doesn’t, your consumers are getting mixed signals, and it turns them off of the message.”
As we know, 2024 was a challenging year for the wider toy and toy retail industry. However, for Daniel of Windsor, it was another year of growth. The department store ended the period +10% up, and is currently +13% up YTD, meaning it’s outperforming the market. Some of this, Warren notes, is down to its affluent Windsor catchment - but more is down to he and his team’s proactive, reactive and hardworking approach to buying. I’m pleased to say their success has been recognised over the years. The office we’re sitting in, though small, is dotted with gold frames holding Toy Industry of the Year Awards; Toy Department of the Year in 2018, 2019 and 2024, a Judge’s Special Recognition Award for 2023. Back out on the shop floor, once Warren and I have parted company for the day, it’s easy to see why. As I stroll around for a last look, I can hear two mothers singing the toy department’s praises as their exuberant kids totter between themed areas. “It’s amazing in here, isn’t it?” asks one, as the other navigates past with her buggy. “It is!” she replies. “You can easily spend hours in here.”
Which reminds me, my parking ticket is about to expire. Because you really can spend hours in Daniel of Windsor – and I just have.
Redefining beauty play
As children gain increasing interest in the fashion, makeup and skincare industries, toy manufacturers are innovating products that allow them to experience a taste of the adult world in a fun and safe manner, all while preserving the element of play. Gabriela Jiménez García speaks with leading suppliers to explore the latest trends fuelling this emerging category.
In a world where social media is dominating, it comes as no surprise that children are increasingly enthralled by the glamour of the fashion, beauty and self-care industries. A recent YouGov poll showed that 46% of 6-11-year-olds have an active social media account, regardless of the age restriction, and an early introduction to social media means that Gen Alpha is more likely to be image-conscious than older generations. Platforms like TikTok, Instagram and YouTube are flooded with content featuring the alluring lives of influencers who invite their followers to keep up with their beauty routines and tips. Content, from ‘Get Ready With Me’ and Outfits & Styling videos to stepby-step skincare tutorials that showcase products in colourful and attractive packaging, has motivated the younger generation to experiment with their identities and follow the beauty routines of the content creators they view online.
As a result of children's fascination with beauty and skincare, retailers in the beauty space are noticing a younger age group seeking out trending cosmetics and asking for luxury items. This phenomenon has led to #SephoraKids – a popular term used to describe children who are influenced by social media to buy adult fragrance, skincare and beauty products. However, concerns abound regarding the suitability of such products for youngsters.
Toy manufacturers are addressing this by finding a balance between offering real cosmetics that are dermatologically approved for young skin and maintaining the playful nature of toys. Many companies have launched new and innovative beauty lines that feature bright and fun packaging inspired by popular
adult skincare brands, while also incorporating wellknown licences and fashionable doll characters to attract young audiences.
GP UK is one of the toy suppliers staying ahead of beauty trends by offering makeup products that allow kids to experience a taste of the grown-up world. Country manager, Edward Catchpole, tells Toy World that the rising trend of tweens and teens consuming beauty content online and wanting to experiment with their looks presents a great opportunity to introduce real, highquality and affordable cosmetics in cute and collectible packaging. “The professional makeup industry is, in essence, luxury packaged goods,” he says. “Meanwhile, the toy industry is great at driving collector fads and innovative toys; combining the two together to have a kidfriendly makeup product with highly attractive packaging that doubles up as a collectible is a great way to connect with the target demographic and exceed the needs and expectations of the consumer.”
Having recently announced the launch of the Very Bella x Hello Kitty makeup collection in the UK, which includes various cute Hello Kitty figurines that convert into lip balms, GP UK is confident that this new range of makeup products will be a popular choice amongst tweens and teens alike.
Pamela Justice, head of Marketing at MGA Entertainment, agrees that the rise of social media and influencers has significantly shaped the interest of young children, with digital platforms like Roblox seamlessly integrating beauty and skincare trends into their experiences. She believes that, to keep this demographic engaged with the toy industry, it’s essential to evolve alongside cultural shifts. “While traditional toys,
particularly fashion dolls, remain popular, kids may not always be as vocal about their interest. However, the love of collecting and self-expression is still strong,” she tells us. “By incorporating elements of fashion and beauty into traditional toy categories, we can keep them relevant, exciting and aligned with current trends. This fusion not only maintains engagement but also ensures that the category continues to evolve in a way that resonates.”
MGA Entertainment boasts several brands that combine cosmetic appeal with dolls and collectibles to stay ahead of fashion and beauty trends. The Yummiland brand, which launched in the UK market in August of last year, has already achieved huge success amongst kids and kidults alike, quickly becoming a leader in the kid-safe cosmetics trend. Beyond dolls, Yummiland gives beauty-curious kids an opportunity to make their own DIY cosmetics, enabling them to experience what using makeup feels like in a safe and engaging way. New to the range are the Num Noms Body Scent Rollers, which allow children to mix fragrances with a base to create their own scents.
The company’s Miniverse Make It Mini Collectibles range is also expanding with the launch of MGA’S Miniverse Make It Mini Makeup. This new collection provides beauty lovers with yet another opportunity to create real working, mini beauty products that they can use for pretend play or display.
Bright packaging and aesthetics play a huge role, with MGA already seeing success after introducing colourful and striking packaging to its Yummiland brand. “It just proves that fun, vibrant and interactive elements resonate strongly,” adds Pamela. “As a result, we’re actively incorporating these trends into our upcoming launches,
Feature Fashion & Beauty
ensuring our products not only align with what excites this demographic, but also provide an engaging and creative play experience.”
Moose Toys is introducing new innovative product lines that bring together the worlds of Health & Beauty and compound play, targeting children who are captivated by the skincare industry. The Gui Gui range of slime, which debuted at this year’s Toy Fair New York, has quickly become one of the most anticipated toys of the year and even received a Judge’s Choice award from the Australian Toy Association at the 2025 Industry Awards Ceremony. Unlike ordinary slime products, which often feature plain and simple packaging, what makes this new range of slime stand out is the bold and beautiful jars it comes packaged in, which resemble that of luxury adult skincare brands that have gone viral on TikTok. Gui Gui, launching this month, also mimics the textures, scents and colours popular in beauty products and parlays them into an age-appropriate, multi-sensory experience designed to delight young skincare fans.
Zimpli Kids’ Marketing manager, Obi Enyi, tells Toy World that bath products that fizz, change colour and feature a variety of fragrances are also becoming a staple in the beauty-inspired toy space and are something retailers should look out for. “There’s so much potential in creating products that let kids feel like they’re part of the beauty world, without the real skincare commitment,” she says. “Bath bombs, fun soaps and pampering sets are a great way to introduce self-care in a way that’s safe, playful and exciting. The mix of collectability, scent experiences and bright colours keeps things fresh and engaging.” Some of the key
launches highlighted by the company include the Care Bears Baff Bomz and the Fruity Surprise Baff Bomz, both offering a sensory experience and a surprise aspect for
MGA’s Pamela Justice also notes that the Fashion and Beauty category has seen an increasing demand for products that encourage customisation.
“Young consumers love the ability to create and personalise their own looks, making products uniquely theirs,” she says. The company has responded to this demand by launching the brand-new Rainbow High Creative Crystals range, which includes a doll and a DIY crystal accessory kit that enables children to create crystal fashion pieces for themselves and their dolls.
Multiple other suppliers have also introduced new fashion ranges that promote self-expression and personalisation by allowing children to create and customise their own accessories, including bags and jewellery. Following the popularity of the best-selling arts and crafts Lockitz brand, John Adams is introducing two new additions to the range this autumn that enable children to create personalised bag charms and necklaces. The company is also launching the Blopens X-Tra Unicorn Styl’Bag, which lets users create airbrush designs on an adorable Unicorn-themed tote bag. Paladone’s WeCool Toys brand is expanding with the
launch of Jelly Bands, a new collection of mix-and-match fashion accessories that have generated significant interest following a highly successful debut at Toy Fair New York 2025.
Character Options’ incredibly popular Sticki Rolls range continues to grow with the launch of an all-new second series coming out this autumn winter that brings 1,200 new stickers to discover and collect. The brand is also launching the Sticki Rolls Sticki Rolluxe, which comes with 500 stickers featuring 10 Kawaii-themed designs that kids can use to customise and personalise their favourite accessories.
Anna May, managing director at The Carat Shop, has pointed out the opportunity for licensed products in the Fashion and Jewellery sector, as shown by the company’s move into the licensed Football Club jewellery and accessory space. “We aimed to bridge the gap between some of the biggest football clubs in the world, and the licensed jewellery and accessories space,” explains Anna. “We are excited to have launched collections for Liverpool, Manchester City, Chelsea, Arsenal and Tottenham FC back in March.” The company has also recently introduced a Wicked jewellery collection, based on the successful movie, which is anticipated to be ‘popular’ amongst fans who are eagerly awaiting the release of part two of the musical blockbuster later this year.
Over the next few pages of product-focused editorial, Toy World explores some of the ranges mentioned in this article, as well as other new products entering the Fashion and Beauty category this year.
Fashion & Beauty
The Carat Shop
01279 442 528 | www.trade.thecaratshop.co.uk
info@thecaratshop.co.uk
The Carat Shop is expanding its licensed product range for 2025 and is striving to be the premier destination for high quality licensed jewellery, accessories and gifts. The company is drastically expanding its product offerings, appealing to a wider demographic of visitors in stores and online.
Joining The Carat Shop’s portfolio is the new Wicked collection, designed to enchant fans with designs celebrating Elphaba, Glinda and the Emerald City. With the 2025 sequel, this brand's popularity is expected to soar, making it a cornerstone of the supplier’s offerings.
For football fans, The Carat Shop is unveiling a line of premium jewellery and gifts featuring some of the Big 6 Premier League clubs. This collection, which is available now, caters to fans of all ages, and features designs that embody the passion and prestige of these top-tier clubs.
Additionally, The Carat Shop’s cute licensed collections are growing, and fans should expect joyful, playful designs from Hello Kitty, Miffy, Molang, Squishmallows and other beloved characters.
The Carat Shop’s extensive brand portfolio also boasts beloved franchises like Harry Potter, The Lord of the Rings, Pusheen, Barbie and Friends. With over 800 SKUs across all brands, the company is constantly innovating and refining its ranges to ensure it is offering the best in terms of affordability, quality and design.
The Carat Shop is uniquely positioned to bridge the gap between the toy world and the jewellery space. The supplier brings together colourful, high-quality and globally popular licences to create products that resonate with a wide audience.
Zimpli Kids
sales@zimplikids.com
Zimpli Kids continues to bring innovation to bath time with its latest Beauty and Self-Care line, featuring the brandnew Care Bears Baff Bombz and the ever-popular Fruity Surprise Baff Bombz.
The Care Bears Baff Bombz range brings a nostalgic twist to bath time, featuring colourful, surprise-filled bath bombs inspired by the beloved Care Bears characters. Designed to add a touch of magic, each bath bomb releases a vibrant fizz of colour and a delightful fragrance, creating an immersive sensory experience. Within this range, the Care Bears Surprise Baff Bombz offer an exciting collectible element, with seven Care Bears figures to discover, including fan favourites like Funshine Bear, Lucky Bear, Grumpy Bear and Share Bear. Meanwhile, the Special Effects Care Bears Baff Bombz take bath time to the next level with dynamic colour-changing effects and an extra burst of fizz, making every soak a surprise.
Adding to the company’s sensory bath-time fun, the Fruity Surprise Baff Bombz are ideal for retailers looking to capitalise on the self-care and pampering trend. These bath bombs come in a variety of fruity scents, each revealing a hidden colour burst inside. Designed to make bath time a multisensory experience, these bombs fizz, foam and release an explosion of fragrance and colour. With their vibrant aesthetic and engaging sensory elements, they are ideal for both children and those seeking a relaxing soak.
Both ranges are designed with gentle, skin-safe formulas, ensuring they are suitable for sensitive skin. They are free from harsh chemicals and easy to clean, making them a stress-free choice for parents. Available now, the Care Bears Baff Bombz and Fruity Surprise Baff Bombz come in eye-catching packaging, ideal for both instore displays and online retail.
Retailers will benefit from Zimpli’s dedicated marketing support, including digital campaigns, influencer partnerships and in-store promotional materials to drive sales and engagement.
Fashion & Beauty
HoloToyz
www. holotoyz.com | hello@holotoyz.com
HoloToyz is introducing Barbie Fashion Magic, an innovative new way for young fashion enthusiasts to engage with Barbie. Designed for children aged 4-8, this interactive product line combines hands-on creativity with cutting-edge augmented reality, bridging the gap between physical and digital play like never before. Launching in Q4 2025, Barbie Fashion Magic is set to capture the imagination of young fans just in time for the holiday season.
Barbie Fashion Magic made its debut at the Nuremberg Toy Fair, where it generated significant interest among buyers and industry professionals. It went on to receive an outstanding response at the New York Toy Fair, where it was featured on Fox and CBS as one of the most innovative toys at the show. This early interest highlights the strong demand for engaging, tech-enhanced Barbie products that blend creativity with digital interactivity.
At the heart of Barbie Fashion Magic is a beautifully designed magnetic wardrobe play set, featuring mix-and-match outfits and stylish accessories.
Using the free, kid-safe HoloToyz app, children can scan their creations and watch Barbie appear in AR, modelling their chosen outfit in a fully interactive experience. This technology-driven extension enhances traditional dress-up play, allowing children to see their fashion choices come to life in a whole new way. In addition to the wardrobe play set, HoloToyz is developing a puzzle range, further expanding how fans can interact with Barbie. Like the wardrobe set, these puzzles will feature AR integration, adding an extra layer of excitement to classic play patterns.
With limited AR-integrated Barbie toys currently available, Barbie Fashion Magic delivers something unique, seamlessly blending hands-on play with digital innovation. Barbie Fashion Magic combines collectability with interactive digital features. The appeal of traditional doll play remains strong, and by incorporating AR, this product enhances engagement, offering children a new way to interact with Barbie beyond physical accessories.
HoloToyz understands the importance of in-store presence and will support retailers with eye-catching POS displays and engaging video content to showcase the magic of AR. The marketing strategy will focus on organic social media, influencer outreach and PR coverage, ensuring visibility among Barbie’s core audience. To drive further awareness, a dedicated TV ad campaign will also support the launch, helping to maximise reach and consumer engagement.
Please note the displayed image shows a mock-up of the product for illustration purposes only.
John Adams trend-focused brands are ideal for capturing the attention of children who are increasingly drawn to make-up, lifestyle brands and jewellery sets at a younger age. These new aspirational brands will empower children to embrace their creativity, self-expression and foster future interests.
Glam Surprise has over 40 safe makeup collectibles for budding beauty fans and creative kids to discover. The makeup is dermatologically tested, free of perfume, has natural base ingredients and is easy to use and remove. The range is tested for toy and cosmetic regulations, giving extra peace of mind and includes three makeup capsules in each collectible.
Following the popularity of the best-selling arts and crafts Lockitz brand, two new editions will be launching this autumn. Kids can create personalised bag charms and necklaces by mixing and matching cute decorations in the Lockitz Bag Charms and Lockitz Besties sets, and can also discover a positive, uplifting message when they look through the magic zoom bead.
The Blopens X-Tra Unicorn Styl’Bag lets users create airbrush designs on a cute Unicorn themed tote bag. Children can customise their tote by colouring in or drawing on it and then wash and start over. This range includes five reusable stencils and four Blopens.
Fashion & Beauty
Vivid Goliath
01483 449 944 | www.vividtoysandgames.co.uk
Kids can take their creative skills to the next level with the Fab Lab Colour Spin Bracelet Maker. This product takes seconds to make, does not require threading and follows the aspirational Heishi style trend. It couldn’t be simpler to create, users just slide the rubber tube onto the spindle, press the button to kickstart the spinning mechanism and gently guide the marker to watch their design come to life. There are templates included to help inspire over 15 different bracelet designs as well as creating a unique work of art.
Off the back of the Taylor Swift friendship bracelet phenomenon and a sell-out success in the US, Loopdedoo lets older girls create stunning, shareable bracelets with the patented Loopdedoo spinning loom. Users select the looping style, including colour blocks, twists and swirl designs, thickness and colours, to create unique, shareable friendship bracelets in minutes.
WeCool Toys
customerservice@wecooltoys.com
WeCool Toys has officially launched Jelly Bands, the ultimate mix-and-match fashion accessories. After a highly successful debut at Toy Fair New York 2025, this interactive jewellery product is already generating significant interest. Designed for kids aged four and up, as well as creators and trendsetters, Jelly Bands offer a fresh way to make one-of-a-kind bracelets that creators can wear or share every day.
Each pack includes 200 beads, allowing crafters to create up to 12 stylish and unique pieces on a scented, non-toxic band (packs available in grape, cherry, coconut, bubblegum, blue raspberry, cotton candy, or orange creamsicle). The process is a simple, sensory experience in which users gently peel one of the flexible bands from the sheet, pop their choice of beads into place with a satisfying snap and personalise designs to match moods, outfits or personal styles.
New charm packs will be added to the range so children, teens, kidults and influencers can keep mixing, matching and collecting for ongoing self-expression.
With excitement growing as a result of the official launch at Toy Fair New York, retailers and buyers are encouraged to be among the first to carry what is tipped to be one of 2025’s hottest new fashion accessories.
Buki’s success continues after Halilit acquired the distribution rights to the brand last year. Products that are performing particularly well include Buki’s creative activity lines. Perfect for keeping older girls involved in age-appropriate play, the Professional Studio range introduces children aged eight years and over to engaging activities such as fashion designing (Mode and Mode Deluxe), nail art and hair styling. Hobby kits such as the Knitting Set and Scoubidou Kit are also great for honing skills and offering screen-free, wholesome fun.
Fashion & Beauty
Character Options
0161 633 9800 | sales@charactergroup.plc.uk
Character Options’ Sticki Rolls – one of 2024’s Christmas DreamToys - remains a craze that kids are collecting, to accessorise and decorate with.
There are new licensed drops being added to the range for spring summer 2025, including Disney Stitch and Anna & Erin SKUs this season. Anna & Erin are the stars of one of the fastest growing channels on YouTube. With over 400m views on YouTube since June, and over 600k channel subscribers, they already have incredible brand affinity with Tweens in the UK.
Brand new for autumn winter 2025 is an all-new second series that brings with it 1,200 brand-new stickers to discover and collect. Fans of the brand can collect a fresh Series 2 Sticki Band, with bracelet and 70 stickers, and a Series 2 Sticki Book and Sticki Station, as well as a brand new Sticki Pendant pack, complete with a cute character pendant and Sticki Band.
The epic Sticki Rolls Sticki Rolluxe will be released this autumn. This is the ultimate way to organise and showcase Sticki Rolls sticker collections, and comes packed with Sticki Rolls content. There are 50 Sticki Rolls - each containing 10 unique, Kawaii-themed designs, meaning kids will have 500 stickers to pull, twist and stick to their favourite accessories for the ultimate customisation. Also included are three Jumbo stickies, and a host of jewellery accessories, all contained within a cool cylindrical carry case.
MGA Entertainment
0845 0533 333 | www.mgae.com
L.O.L. Surprise!, which kickstarted the unboxing trend, celebrates its 10th anniversary in 2026. From the bold, stylish world of Rainbow High to the creativity and individuality of brands like MGA’s Miniverse and Yummiland, MGA has mastered the art of merging play with self-expression.
Rainbow High Creative Crystals introduces an innovative play pattern to the doll market. Featuring fan favourite Bella, the brand-new character Iris and top-selling dolls Amaya, Skyler and Violet, this collection allows children to design their own dazzling crystal accessories. Each doll comes with everything needed to create five DIY crystal fashion pieces. Kids can also craft their own crystal ring to match their doll’s accessories.
Rainbow High Chalk & Style Dolls offer a way to customise hair and experiment with bold and colourful styles. Each doll comes with five washable hair chalks, five chalk combs and five hair clips, allowing children to create endless vibrant looks—not just for their dolls, but for themselves too. The easy-to-use, washable chalk means fans can switch up their doll’s hairstyle with every play session. Kids simply wash with soap and water, let it dry and start all over again.
Following the massive success of Miniverse Make It Mini Food, the brand is now introducing MGA’s Miniverse Make It Mini Makeup. Each capsule contains everything needed to create real, working mini beauty products, from lip gloss to compact powders. Once set, the finished products are perfectly scaled for display or imaginative play. The series taps into beauty play sets while delivering an innovative hands-on experience that keeps fans engaged. This year, Yummiland has introduced Num Noms Body Scent Rollers, allowing kids to mix fragrances with a base to create their own sweet scents—while also doubling as collectible keychains at an affordable £4.99. The brand has unveiled Yummiland Series 2 Lip Gloss Dolls, featuring six new characters plus mysterychase twins, each infused with delightful scents like Cotton Candy and Cinnamon Spice. Yummiland has a strong PR, media and influencer campaign backing its expansion.
Company Profile Educa Borras Educa Borras
putting all the pieces in place
A Spanish toy company with roots reaching back to the late 1800s, Educa Borras has made a name for itself in its domestic markets thanks to its high-quality Puzzle, Game, Magic and Arts & Crafts brands. With international expansion now at the heart of the company’s growth strategy, Rachael Simpson-Jones sat down with Jorge Arceo, commercial director, Marketing, and Chris Jones, co-owner of Show Cloud, to find out more about Educa Borras’ rich heritage and the brands that make it a stand-out supplier.
Prior to the year 2000, Educa Borras – which is headquartered in Barcelona, Spain - was two separate entities. Educa had been around since 1967, while Borras goes way back to 1894, meaning the company has a combined 164 years of history behind it. Not many within the industry can claim that amount of heritage, that’s for sure. Of the two, Educa was the first to make a name for itself outside of Spain, having started to move into international markets sometime in the 1980s or 90s. Today, Educa Borras considers its domestic markets to be Spain, Portugal, France and Belgium, and its 6-strong in-house International Sales team sells into more than 60 countries across the globe. While this is sometimes on a DTR basis, most often it’s through trusted distribution partners, some of whom have worked with the company for decades.
The company stands on four core pillars. The first is Puzzles. Educa is one of Europe’s biggest puzzle suppliers, alongside Ravensburger and Clementoni, offering both generic and licensed ranges for all consumer interests and ages. According to the company, Educa puzzles dominate the Spanish marketplace and enjoy a strong presence in France too.
The second pillar is Games. The brand Educa Borras is most known for is the 40-year-old Lynx (AKA: Lince or Vildkatten, depending on the region), which sells 400,000 units a year and is available in a range of formats including ‘My First’ and licences such as Disney, Bluey, Peppa Pig and Paw Patrol (in fact, the company enjoys longstanding relationships with Disney, BBC, Hasbro and Spin Master across its entire portfolio). Chris describes Lynx as a household name in the Iberian market and says its simple yet addictive gameplay is perfect for the entire family. Players require keen eyesight and a fast ‘pounce’ – both traits of its feline namesake – to correctly identify the image they’re looking for and win the round.
“Another of our most successful games is La Liga, an officially licensed product based on the Spanish Premier League,” adds Jorge. “We’ve been producing La Liga for many years and last year sold 25,000 units, plus we released La Liga Junior and La Liga F, a version for fans of the women’s game. Educa Borras also has a strong presence in the Educational Games subcategory with titles such as Conector.”
In Arts & Crafts, the company offers a wide assortment of sets and formats including projectors, light-up tables
and the enormously popular Super Candyland createyour-own sweets kits, which sold 35,000 units in Spain in 2024. The unique My Model range, meanwhile, which sits under the Educa brand, invites kids to create their own articulated doll, complete with styled hair and fabric fashions, while Ninco is a range of adrenaline-pumping remote controlled vehicles - planes, cars, drones and helicopters – with unique technological features. Sonic the Hedgehog joins the Ninco line-up this year.
In Outdoor and Role-Play, Chicos offers playhouses, mud kitchens, shopping trolleys, vanities, easels and desks. Unlike its main competitors, Educa Borras’ outdoor plastic products are injection-moulded, not blow- or rotormoulded, which Jorge says makes them more affordable than others on the market while still offering the same sizes and quality.
The company benefits from having two of its own, dedicated factories, one in Barcelona, which specialises in paper, cardboard and wood, the raw materials for which are sourced from Germany, and a second in Alicante; this one specialises in the injection-moulded plastic seen in so many Educa Borras ranges. It also acts as the primary component supplier for the company’s games and toys
Company Profile
Educa Borras
with plastic parts. Until 2011, injection-moulding was being carried out by third-party providers, but the acquisition of the factory allowed the company to ship all its tooling from vendors across Spain to its new hub in Alicante and start producing plastic products under its own steam.
plastic elements to create a finished product that’s visually striking and very different to other offerings on the market.”
Educa Borras’ factories also play host to its substantial showrooms, both of which welcome plenty of buyers through the doors each year. Reflecting the size of the company’s portfolio, the showrooms are certainly spacious; the Barcelona showroom is roughly the size of a tennis court, while the one in Alicante is even bigger. Educa Borras is also bookending the year with appearances at international toy trade events. Having already showcased in Nuremberg at the end of January, it’s now looking forward to having a presence at The Toy Association’s LA Fall Preview in September, when it returns to the US for the second consecutive year. To book a meeting, reach out to export area manager Isabel Corretjer on i.corretjer@ educaborras.com or international@educaborras.com
Having its own factories and tooling also means Educa Borras is able to react both swiftly and flexibly to requests for custom orders (DTR lines, one-off licences and exclusive puzzles, for example) and re-orders with no existing inventory. Product can be ready to ship in as little as 21-40 days, depending on the order.
“Educa Borras is also continuing to develop truly innovative ranges, such as the revolutionary 3D Puzzle Cubes that offer six puzzling challenges in one,” adds Chris. “At Spielwarenmesse 2025, we showcased Floral Art, a range of flower display crafting kits combining paper and
“Before we started showcasing in LA, we’ve been unable to sit down with people from the international toy community and really explain who we are and what we do,” says Jorge, when asked why the trip is important to Educa Borras’ expansion plans. “Over here in Spain, we couldn’t be more well-known. Ask any consumer if they know us, and I guarantee every single person you speak to will say yes and tell you positive things about us. We’re making huge investments into the business all the time; running two large factories is like having to feed two very large moneyeating monsters every day. Machinery, raw materials, components – they cost a lot, but the result is unique, high quality product kids and parents have loved for generations.”
Educa Borras’ rich heritage is one of the many elements that sets the company
apart in the marketplace. Magia Borras is a great example of this consumer love and loyalty in action. It’s a 90-yearold, multi-generational brand of magic sets Jorge’s own father and grandfather - as well as Jorge himself - played with as a child, and dominates the Spanish magic category, against some very well-known competitors, owing to the place both it – and Educa Borras - hold in the hearts of consumers. (Isabel, meanwhile, used to play with her dad’s Magia Borras set as a child, a testament to the quality and longevity of Educa Borras’ ranges.)
Puzzle fans appreciate the lengths Educa Borras goes to in order to keep them entertained, being both a deeply traditional company as well as a fun one. While most adult puzzles come in at 1,000- or 2,000-pieces, the company’s go up to a whopping 42,000-pieces. (Also available are 6,000-piece, 18,000-piece, 24,000-piece and 33,600-piece puzzles, in case you want to work your way up to the pièce de résistance.) Around the World is 7.5m long when finished and 1.5m high. Chris has shown me pictures of Argentinian puzzle enthusiast Maximiliano Rubio with his finished creation, which is so big he had to complete it on the floor of what looks like a school sports hall over a period of three or four months. When he was done, Maximiliano contacted Educa Borras to commend the puzzle’s quality and thank them for producing it.
Much like some of its puzzles, Educa Borras wants to be big. As it moves through 2025, the company has its sights set on further expansion outside of its domestic markets and representation of its key brands in more countries. Educa Borras doesn’t currently have a UK distributor, so interested parties are urged to get in touch now if they think this is something they can assist with.
As our interview draws to a close, I ask Jorge and Chris what major takeaways they’d most like the readers of Toy World to know about Educa Borras. They highlight the company’s innovative streak, its manufacturing and tooling capabilities, its strength in licensing as well as generic product, its beloved household brands. But more than that, they want readers to know that the company is poised for expansion – and that retailers stand to gain a lot from stocking its products.
“We want to tell the world who we are and what we do, and more importantly, what we can do for you,” Jorge finishes. “Our heritage brands, many of which have been around for 40 years or longer, offer an unrivalled opportunity to buy into a company that already enjoys the devotion of thousands of consumers across the globe, while our focus on innovation, quality and speed to market is second to none. We’re only going to expand from herein
Jorge Arceo
while stocks last!
Ty, the UK’s most popular plush brand reinvents the ball - Ty Beanie Bouncers bring a revolutionary twist to the traditional plush! Maintaining a soft, colourful fabric but bouncing sky high – you have never seen plush like this.
Affordable finds and tiny treasures
After an extremely successful 2024, the Pocket Money Toys & Collectibles category is poised to have an even stronger 2025, fuelled by new ideas, market-leading trends and the current value-driven retail climate. To find out more, Toy World’s Caroline Tonks spoke with a range of leading suppliers to discover what’s new and how they are using this success to their advantage.
Pocket Money Toys & Collectibles is a cornerstone category for the toy industry. Year after year, it provides families of all demographics and backgrounds with the opportunity to buy engaging and innovative toys for less than £10, and children the chance to treat themselves with their own funds. With many influential trends and an ever-rising popularity across social media, Pocket Money Toys & Collectibles continues to move from strength to strength. Recent studies by Circana have revealed that Pocket Money Toys & Collectibles was a top performing category in 2024 and carried this success over into the start of this year. “Collectibles had a high share in 2024; the growth we are seeing in this area shows that consumers are keen to purchase items which are on trend and also at the value price point they are looking for,” explains Rory Partis, director UK Toys, EuroToys Circana.
In our March issue, Rory explored the strong start to the 2025 market, which had +7% growth versus last year. “Collectibles has made up a large share of this promising start with a +30% trend,” he says. “The trend of 2024 seems to be continuing, with £0-15 being one of the top performers,
adding around £4m in the first month of the year alone. In the Top 10 items for value, there are five items with an average price of less than £10, and three of those have an average price of less than £5.”
Numerous suppliers have witnessed this impressive start to the year. Pamela Justice, head of Marketing, MGA Entertainment UK, tells us that the start of 2025 has been full of momentum for the company, fuelled by new launches across L.O.L Surprise!, MGA’s Miniverse, Yummiland and brand-new addition, Moj Moj. “These ranges have struck a chord with our audience, thanks to fresh themes and collectibles that are driving strong demand.”
This continued newness encourages fans to keep adding to their collections, and it helps when the price is right. “February half-term was a standout moment, with a sharp sales spike—a clear sign that consumers were holding out for the right promotions before purchasing,” Pamela adds. “This trend highlights just how powerful timing, innovation and audience connection are in keeping the Pocket Money Toys & Collectibles category thriving.”
Heathside has also seen strong momentum, with its focus on pocket money collectibles contributing to the
company’s impressive start to the year. “While we’ve noticed good results across all price points, products under £10 are performing particularly well,” says Max Nelson, Sales director, Heathside. “Consumers are still mindful of their spending, and affordable, high-quality collectibles continue to resonate strongly.”
The company has recently been named the master toy licensee for Millimages’ flagship property, Molang, across EMEA, the Americas, Australia and New Zealand, expanding the existing deal signed in February 2024 for Toys, Gifts and Health & Beauty in EMEA and North America. Heathside’s Khadou brand is celebrating Molang’s 10th anniversary with a collection of Pocket Money Toys & Collectibles. Its plush range includes blind box plush, plush backpack hangers and mini plush bundle bags, all complementing the full-size plush.
Innov8 Creative Academy also saw a dynamic start to the year, with the team celebrating a Toy of the Year (TOTY) award for Collectible of The Year at the New York Toy Fair, due to the continued success of Deddy Bears and the six new collectibles recently launched.
“As we predicted, there has been a seismic shift in
Feature Pocket Money Toys & Collectibles
momentum from traditional toys to collectibles,” states Gavin Lawler, CEO, Innov8 Creative Academy. “I recognised this trend shift at an early stage and positioned Innov8 Creative Academy as a market leader within this category. I believe it could be a supercategory within three years.”
Funko has also enjoyed a strong start to 2025 and, echoing the Circana data which shows demand for collectibles continues to grow across all age ranges, especially in the kidult market. “As the leading pop culture company, Funko has been able to remain at the forefront of this trend by launching unique and innovative products with exciting licensor partnerships that engage with a wide range of collectors,” explains Leanne Marlow, UK Sales manager, Funko.
Funko’s fan-favourite Bitty Pop! series saw a welcome extension in 2024 with the introduction of Bittyverse. “The expansion of Bittyverse unveiled IP-driven Rides, Towns and Displays added to Bitty Pop!, increasing the collectability of the miniature series,” adds Leanne. “It is this variety of newness, mixed with the ever-expanding licensed lines, especially across Mystery Minis, which gave Bitty Pop! significant momentum in the Pocket Money Toys & Collectibles space for 2025.”
In Toy Barnhaus’ monthly Toy World column, Mark Buschhaus and Stephen Barnes regularly commend the Pocket Money category, citing its continued healthy growth and steady sales. “Pocket money lines are always popular, especially anything tactile, squishy or fidgety,” they stated in the March issue of Toy World. “We have also seen fantastic sales of Transformers Blokees from Leftfield, which is a great collectible.”
Mark Ashurst, Blokees’ Sales manager, agrees that the brand has had a great start to the year. “Pretty much from the first day back this year, we’ve received orders daily. Initially we thought this would be top up orders following the Christmas period, but we have been receiving regular repeat orders ever since. Customers are telling us that stock is flying out.
“We draw on three key strengths – licensed, action figures that are construction led. But our real power comes from our high quality at very affordable retail prices, providing great sales aligned with strong retail margins.”
Blokees will continue to support the category with the continued development of its Transformers line, with range extensions and new segments. New for 2025 is Blokees’ smallest ever Transformers figures standing at just 5.5cm. These pocket money Defender Versions retain the same attention to detail and have exclusive weapons and 14 moveable joints for action poses.
Licensed Pocket Money Toys & Collectibles is a dominating force within the market, fuelled by major franchises and movie releases. A Minecraft Movie is hitting theatres at the beginning of this month, with a stacked cast and an expansive licensing and marketing campaign. Simba Smoby UK will be adding new Minecraft Movie Figures to its Jada brand’s signature 2.5-inch Metal Figs range. Affordable and highly collectible, these figures offer great playability and displayability.
The first 13 episodes of Magicbox’s Superthings Kazoom Power are now live on ITVX, with more to follow this summer. To support the new show, the Superthings Kazoom Power toy range is set to launch late July, comprising of Superthings figures, vehicles and toys. This range will bring the on-screen action to life, whilst encouraging children to create imaginative play scenarios of their own.
Sylvanian Families The Movie: A Gift from Freya is also due to be released later this year to celebrate the brand’s 40th anniversary. Epoch will be rolling out a full marketing campaign across 2025 to support the milestone occasion and will be adding three new families to its
Sylvanian collection the Deer Family, Sea Otter Family and Snow Leopard Family.
Animal figures and plush remain a popular trend within this category, but 2025 is seeing the rise of duck collectibles. AB Gee’s cosplaying collectibles, Tubbz, take pop culture characters and give them a rubber duck twist. Fans can collect ducks from their favourite films, video games, comic books, TV shows and music, bringing global entertainment brands like Universal, Warner Bros. and Paramount to life. Brand-new from Character Options is Teeny Weeny Duckeez, where fizzies are dropped into a bathtub and the water bubbles to reveal a mini collectible duck. With more than 100 duck accessories to discover, each comes with a coloured bathtub, two fizzies, a surprise duck and a surprise accessory.
Hunter Price’s Toy Mania pocket money brand is bringing a host of products to children and kidults alike. A new launch for Q2 2025 is Toy Mania’s Sensory ToyboxTeeny Tiniez. This sub-brand is built around collectability, trading and creative play, with the debut collection featuring tiny resin creatures, including little ducks. Just Play also has the all-new Warner Brothers DC Duckalooz, which are stylised ducks inspired by favourite DC Superheroes stories. These ducks pay tribute to characters like Wonder Woman and Batman, with Disney Duckalooz further extending the line with Disney and Pixar toy ducks. Elsewhere in the realm of licensing, Sports is a major growth category this year, and PMI Kids’ World is leveraging this by introducing high-quality collectible figures based on UFC and Bundesliga. “We’re doubling down on our bestselling toy lines while launching new ones, expanding our footprint into the sports, kidult, and pre-school markets,” says Omer Dekel, CEO of PMI Kids’ World. “We want to deliver high-quality collectible figures at a good price point, tapping into the global passion for sports.”
price points with even greater value. As a pioneer of the blind unboxing experience, we continue to lead the way in this area, ensuring that every purchase delivers excitement and surprise.” By balancing affordability with innovation, Pamela and the team are making sure MGA’s brands remain desirable.
A strong social media presence across multiple platforms, like TikTok and Instagram, helps keep new and upcoming ranges at the forefront of customers’ minds. Blokees is just one example of a company which is very active in this area. “We have a Blokees account across all of the major platforms, and our own website,” says Mark. “Fan engagement is at the core of what we are about, and we actively encourage it.” In addition to its global social media, Blokees works locally with a group of key influencers that have embraced the brand.
Suppliers are naturally striving to keep the momentum of this year’s strong start going, while remaining aware of the current economic struggles that many families face. Leanne tells us that 2025 will see further expansions across Bitty Pop! with strong licensor partners including DC Comics, Star Wars, Harry Potter, Disney and many more. “With such a diverse pipeline of product being constantly released, Funko will be able to target fan bases that range from youngsters all the way to seasoned collectors.”
“Spending data has shown a move to more valueconscious shopping, with consumers tightening their belts and looking for more affordable toy options,” she adds. Bitty Pop! Single packs are priced at £3, with wider Bitty Pop! products below £10. This attractive price point is anticipated to continue to drive Bitty Pop! popularity this year.
Innovation is also at the heart of Heathside’s releases. “With collectibles, keeping things fresh is crucial,” states Max. “We continuously evolve our existing ranges while bringing in hot, trending new licences. We are very agile as a business, which allows us to make quick decisions and get products to market fast. Interestingly, we’re seeing retailers adopt a similar approach, which means more freshness in stores and a better ability to meet consumer demand in real time.”
MGA is committed to driving momentum through the year with impactful media, dynamic social strategies and high-visibility PR activations that keep its brands front
“Social media is one of the most powerful tools we have to drive excitement and sales,” comments Omer. “TikTok has been a game-changer, especially for brands like Fuggler, which exploded in popularity thanks to viral videos. We’ve seen firsthand how the right content can turn a brand into a must-have collectible overnight.” PMI works closely with influencers and content creators to create engaging videos that showcase its toys, drive traffic to its retail partners and make content that will go viral. “While TikTok is huge for reaching older kids and teens, Instagram remains a major platform for collectors and parents. For younger audiences, YouTube Kids is a key part of our strategy.”
To leave a lasting impression with consumers, Innov8 Creative Academy is very careful in identifying whether the trends that rise across social media will have the potential to last till shelf life. “We rely on product building and brand instinct to create and innovate something that has enough substance to break through and grab the consumers attention,” explains Gavin. “What we do best is to commercialise niche concepts and give them a mass appeal, leading to more sales from multiple age ranges, including kids, adults and collectors alike.”
Readers can continue through the following pages to discover the very latest products and ranges that the Pocket Money Toys & Collectibles category has to offer in 2025.
Pocket Money Toys & Collectibles
Mattel
01628 500 000 | www.mattel.com
In 2025, Mattel is set to showcase a selection of pocket money toys and collectibles from its portfolio of worldrenowned brands.
Hot Wheels is expanding its line with even more authentic and eye-catching designs in the Hot Wheels Diecast Five Pack, with themes like X-Raycers, Mud Studs, Nightburnerz or Let’s Race. The brand will also be expanding with the all-new Formula 1 collection featuring diecast singles and five-packs, all built to race on the iconic Hot Wheels orange track. For the 50th anniversary of the original Monster Truck Bigfoot, there will be a special commemorative Trophy Champions assortment, with premium features such as gold-coloured deco and accents, and a Monster Trucks Live championship trophy accessory too.
This year, Matchbox continues to innovate with the new Sky Busters assortment, delivering realistic and detailed toy aircrafts that inspire endless high-flying adventures.
Disney Princess dolls are growing the Small Doll range, offering beloved movie-inspired Tower Reveal Playsets. Open the tower to reveal a posable small doll along with a character friend and two-story telling pieces, the Towers can also be connected to any Disney Princess Storytime Stackers playset, allowing kids to expand their world.
Polly Pocket, the original micro doll, is introducing even more exciting themes to the compact Pocket World Assortment, where little ones can have a puppy sleepover party, visit a pony rodeo, set sail on a kitty cruise ship or have a tea party with bunny friends. Polly Pocket will also be driving into play with the Tiny Take Out Reveal Assortment, where each surprise compact comes with an adorable food theme, opening to a matching scene with one vehicle, one micro doll and three accessories.
One for Fun specialises in pocket money toys and collectibles with a sensory line up designed to cultivate impulse buys and build on its award-winning portfolio of pick up lines and playground winners.
Micro Fidgetz Wave Two adds even more tiny playable collectibles to the range. This award-winning concept combines the mystery of blind bags with the collectability of a range of 25 additional Micro Fidgetz. Each round tub has a see-through panel at the top displaying one fidget toy; underneath, another four toys are stacked in blind bags, waiting to be revealed. Friendship bracelets have seen a resurgence this year, and have been revamped with the added popstar push across social media. Pick n Pop bracelets are sensory shaped silicone pads with beads, charms and crystals. Kids can pick them out of the pad and create their own style of jewellery. There are hearts, bees, flowers, happy emojis and axolotl themed sets. Collectible and swappable, they are currently a massive trend on TikTok.
Food is another trend that continues into 2025 and HGL’s Fidget Burger and Hot Dog have been well received at recent trade fairs, along with the Make Your Own Foodie Slime and Putty sets, available in Pancake, Ice Cream, Burger or Pizza. In squishy animals, Axolotls and Capybaras are leading the way, alongside all sorts of squeezy, plush, stretchy and mochi versions. These characters come as squishys, sugar squishys, glow in the dark mini mochis and flashing squidgies, providing tactile sensory satisfaction - and in bright colours to collect and swap.
2025’s Scrunchems range from Tobar embraces popular foodie themes, including a Bubble Tea Key Chain, Squishy Marshmallow and cute Dumpling. Sugar Scrunchems are incredibly popular, with new line extensions including Kitties, Bears, Dolphins, Unicorns and Sausage Dogs in multi sparkly colours, ideal to collect and swap. The ASMR ball, designed to trigger the Autonomous Sensory Meridian Response, has been described as a brain massage. This 6cm ball is filled with beads that create satisfying sounds and textures as it’s squished. Available in four bright colourways, it’s perfect for sensory calm. The Super Sensory Square is exclusive to HGL. A new take on fidget spinners sees the liquid glitter fidget spinner provide affordable impulse, sensory fun. The new Sensory Squish Set is a great way to get 20 mini squishy playthings in one go. HGL has a Sensory Surprise Vending Machine which dispenses six mochis and six fidgets, each in their own egg. The Slime Surprise Vending Machine dispenses eggs filled with different slimes, and the ultimate Scrunchems Vending Machine from Tobar contains 10 capsules, each containing a super sensory squishy. The machine has a hole for refilling the machine to surprise friends and collect favourites.
Bandai UK’s portfolio of pocket money toys and collectibles includes a host of licensed ranges and own IPs spanning both its toy and collector ranges.
Following last year’s successful relaunch of heritage brand, Littlest Pet Shop, Bandai UK introduces Series Three of the iconic pet shop collectibles. The spring 2025 lineup features pets inspired by the Main Five fan-favourite moulds, including the Cocker Spaniel, Collie, Shorthair Cat, Dachshund and Great Dane. Found in Single Surprise Pet Packs, Pet Pairs or themed Play Packs, the beloved designs are back across multiple price points, ranging from sub-£4 to RRP £12.99, making an affordable option for children and collectors. With 60 new characters to collect in Series Three, 2025 also expands into plush with the Surprise Plush Pets and Cuddle Plush Pets, all available for under £10.
The Shack Stack brings mystery collectibles housed in surprise packs, to reveal one of six stylized Chibi Miraculous characters complete with two accessories. Each Shack features the character in its own-themed environment for children to collect and stack together to create their own Miraculous world for play and display. A Miraculous Shack Stack Surprise Twin Pack is also available for collectors to boost their collections and includes Tikki and Plagg characters in their Shacks, along with four accessories.
A.B.Gee
01773 570 444 | www.abgee.co.uk
A.B.Gee offers an impressive selection of over 1,200 pocket money and collectible toys, sourced from a diverse range of top suppliers. Its extensive portfolio includes popular brands such as World’s Smallest Innovative –miniature toys designed to entertain and amuse the kid in everyone. Offering a fun and licensed selection of classic, retro and trendsetting famous toys in mini format all with real working features, they are pocket sized and perfect for fun on the go.
New Funko Pop! Vinyls will be released weekly featuring characters from comics, superheroes, movies and TV, music, sports and more, plus Bitty Pops, apparel and plush.
Cosplaying collectible, Tubbz, is available now. Tubbz take iconic pop culture characters and with skilful design, gives them a rubber duck twist, turning them into charming, quirky cosplaying ducks, including favourites from films, video games, comic books, TV shows and music. Each duck captures the unique traits of the character with a touch of playful humour. Tubbz work with leading global entertainment brands including Universal, Warner Bros, Paramount, Sony Pictures, Microsoft and Sega, to name a few.
A.B.Gee also stocks a range of Mini brands from Zuru – a top collectible brand on TikTok. There has been huge interest in the new Kawaii range, embracing the popular Japanese culture of cuteness, nostalgia and positivity. There are 30 intricately detailed Minis to collect featuring inspirational licence partners and interactive elements.
With a focus on variety and affordability, A.B.Gee caters to a wide variety of different market segments, making it a go-to wholesaler for businesses looking to stock high-quality, trend-driven pocket money and collectible toys. As well as the lines mentioned above, the full range can be viewed on the A.B.Gee website.
Expanding into the miniature collectibles space to offer fans of the licence and characters a non-device option, new Tamagotchi Collectibles launches with Poop, a collection of six fun 4cm character figures based on the iconic Tamagotchi nurture play function of poop. Each blind-packaged surprise figure includes a stand and sticker, plus a case that can be used to display the figure or house an Original Tamagotchi.
Bandai UK’s Hyper Yo-Yo Accel Origin is a high-speed trick Yo-Yo, already proving a hit in Japan. The Accel system is a patented technology that allows the user to create high-speed rotation for holding the spin without throwing the Yo-Yo. Perfect for beginners looking to perform cool tricks, there are three styles to collect: Dragonic Red, Gaming Black and Cosmo Purple.
The latest Sanrio Hello Kitty range taps into a new generation of fans and nostalgia collectors with various collectible keepsakes for play and display. New lines include a fresh series of keychains such as the new Peach and Raincoat themes, Mini Dolls refreshed with new outfits and bedside Star Lights.
Bandai’s Shokugan lineup continues to grow, introducing new IPs to its popular range of pocket-money collectibles. The collection expands with Dragon Ball Daima, One Piece, Chiikawa and Godzilla Chibi figures, strengthening its Kawaii and Anime offerings. Video game collectibles also get a boost with new Kirby and Mario lines, while the sell-out Tenori Friends flocked animal series returns with a fresh lineup of small mammals and a baby bird collection featuring six chicks nestled in egg casings.
Bandai’s Ultimate Legends offers entry-level action figures for younger children and casual fans looking for affordable, wellarticulated figures from popular anime titles. New for 2025, One Piece characters join the current lineup of Naruto and Demon Slayer to recreate iconic anime scenes.
Chengzhen International, a Hong Kong-based toy company under the brand MSZ (Metal Speed Zone), specialises in producing a wide range of licensed cars, offering high-quality die-cast vehicles with innovative features.
One of its most popular series is the 4.5" (1:43 scale) collection. Each car has a pullback function and opening doors. There are nearly 100 different car models, all officially licensed from brands such as Bentley, Porsche and Mini Cooper, making them a perfect choice for daily playtime and pocket-money collecting. A new model of the Aston Martin Valkyrie is under development and is expected to be ready around Q3 of this year. In addition to street cars, MSZ is starting to include the McLaren F1 MCL60 in this scale, which is fully detailed and features a pullback function as well.
Another best-selling series is the 1:32 scale collection. All the models are equipped with light and sound functions, which are activated by opening the doors or pulling back the car. The Bentley Bacalar and Lamborghini Revuelto are new items for this year. MSZ is also collaborating with Aston Martin, and a new model in this series is expected to launch in the second half of the year.
In addition to cars, MSZ continues to expand its motorcycle line, available in 1:12 and 1:18 scales. Several new models will be released by the end of this year featuring realistic details, including shockabsorbing suspension wheels.
For more information, please contact Sam Chung at the details above.
Moose Toys
01637 882 200 | www.moosetoys.com
This season’s hottest Moose Toys launches bring innovation, interactive elements and social media appeal, all while remaining budget-friendly at £10 and under, and ideal for impulse buys and repeat purchases.
Coming in both single and five-packs, Bibi-Chibis are the latest micro collectible craze. These figurines tap into the global trend for baby-themed collectibles, offering 48 characters across three fun teams – Dream, Foodie and Wild – and different finishes including glitter, metallic and translucent textures.
Beyond their cute designs, each Bibi-Chibi represents a unique positive emotion like joy, gratitude or inspiration. Every figure comes with a friendship card featuring a hidden scratch-to-reveal message, adding an extra layer of fun and meaning to the collecting experience.
Having launched in February 2025, a robust marketing campaign will drive demand through TikTok unboxing and ASMR content, influencer partnerships and a high-profile collaboration with Cute magazine, distributing thousands of samples nationwide. Bibi-Chibis is brought to consumers by Moose in partnership with Eolo.
Cookeez Makery Yum Yumz are back with the Partylicious series. Housed in colourful ice cream cones, each plush pet is a reveal waiting to be discovered. Kids peel open the Yum Yumz to find a cute, scented plush friend shaped like an irresistible treat. With over 30 different characters to collect, including common, rare and ultra-rare finds, the hunt is all part of the fun. With a variety of scents and playful designs, Yum Yumz are ideal for tactile play and collecting.
Launching with broad retail support, Cookeez Makery Yum Yumz will benefit from cross-category marketing, in-store activations and social media engagement. Influencer-led content, unboxing experiences and retail promotions will keep excitement levels high and drive ongoing engagement.
The chaos of the MrBeast Lab can be unleashed with the new Atomic Swarms series. These wildly unpredictable micro-collectibles feature 85 unique one-inch (2.5 cm) characters divided into dynamic teams like Home Horrors and Techno Terrors.
Collectors can amplify the excitement with the MrBeast Lab Collector Case, which holds up to 130 Micro Beasts. Each case includes 10 hidden figures and a special test tube challenge – kids simply add water, shake it up to witness two Micro Beasts burst forth in an explosion of orange fizz. Brave collectors who take on this challenge will be rewarded with an exclusive Ultra Rare Panther figure.
With a built-in viral factor, the Atomic Swarms series is primed for digital-first marketing, including influencer challenges, interactive unboxing content and social media stunts. Moose has planned high-impact retail placements, targeted online campaigns and organic excitement driven by the MrBeast brand’s massive global reach.
PHONE:
Pocket Money Toys & Collectibles
Craft Buddy
020 3417 6565 | www.craftbuddyltd.co.uk
trade@craftbuddyltd.co.uk
After a successful 2024, Craft Buddy is set to captivate fans with its lineup of pocket money collectibles and creative products for spring and summer. Alongside the company’s popular evergreen collection, the brand continues to push the boundaries of crafting and entertainment with fresh releases.
This year sees an array of original Craft Buddy designs complemented by new additions to the popular Crystal Art lines, developed in collaboration with licensing giants like Disney, Warner Bros Discovery, Marvel, Star Wars and DC. With four major product launches scheduled over the next three months, and numerous other releases peppered throughout the year, Craft Buddy promises to inspire crafters of all ages.
At the end of last month, Craft Buddy tapped into the booming collectibles and blind bag trend with its Disney Crystal Art Pin Badge collection. Launched on 20th March and developed entirely in-house, this 2-in-1 product combines creativity and style, allowing fans to create 6cm pin badges that can be worn or displayed as part of a collection. Featuring 15 beloved Disney characters like Stitch, Mickey Mouse, Minnie Mouse, Donald Duck, Elsa, Pinocchio, Simba, Genie and Lotso, these are ideal pocket-money purchases this spring.
On 10th April, the best-selling Crystal Art Buddies series grows with the launch of the Crystal Art Wildlife Buddies — a set of 20 original animal designs. Aimed at ages six and above, they make ideal home-edutainment or classroom companions for arts & crafts lessons. The collection explores five global habitats, each with four key animals: Safari, Ocean, Jungle, Down Under and Misunderstood environments. Fans can craft designs like a zebra, turtle, parrot, koala and bat, while each pack also includes an educational 'EduCard' filled with fun facts and a QR code linking to even more information.
Craft Buddy will unveil its first-ever global launch on 24th April with the magical Harry Potter Crystal Art Sticker Album. Developed in-house, this new collectible brings the Wizarding World to life through Crystal Art. The Starter Pack includes a 20-page album featuring 102 stickers and two blind bags containing three stickers each (with additional blind bags available for purchase). As fans craft each sticker and place them in the album, they embark on a journey through Hogwarts’ most iconic moments.
The fan-favourite XL Buddies range also expands with eight new licensed characters, including Moana, Mufasa, Harry Potter, Jack Skellington, Sally, Ahsoka and Falcon. At 16cm tall and packed with extra crystals for added shine, these XL Buddies are larger-than-life collectibles.
Readers are invited to use the contact details above to pre-order this range of products.
Crazy Aaron’s has gone from strength to strength since DKB reintroduced Thinking Putty back to the UK, now having sold over 1m tins in two years. This innovative product continues to inspire creativity, mindfulness and curiosity among all ages, offering a unique and engaging sensory experience. This spring, Crazy Aaron’s is introducing new variations to its pocketfriendly range, ensuring there’s something for every putty lover to enjoy, whether collectors, enthusiasts or newcomers.
The new lines added to the collection promise to elevate sensory play in fun, imaginative ways. Every release sparks creativity, fuels tactile exploration and provides a refreshing, satisfying experience.
Crazy Aaron’s Mini Tins are having a refresh, with new styles coming soon. There are rare, extraordinary and epic finds; the legendary Pirate's Gold includes a sprinkling of genuine 24K gold, and Lost Diamond contains actual diamond dust. Crazy Aaron's Treasure Surprise collection has twelve mini tins, with each mini tin in this set coming with a unique peel and reveal label to preserve the rarity and keep the fun of each tin a surprise.
Goodnight Cactus mimics the colours of a desert sunset. This triple-changing Hypercolour Putty transforms with the heat of hands, shifting from a peaceful purple to luminous orange and radiant yellow, capturing the beauty of the twilight sky. Total Eclipse brings its own magic with multi-coloured glow-in-the-dark effects, where each individual glowing piece radiates a different colour, creating a mesmerising effect that evokes the wonder of a Total Eclipse. For a fun twist on friendship, BFF comes with two stackable cat charms, while the glittery, clear putty adds an extra level of sparkle. Liquid Glass offers a crystal-clear appearance that’s so transparent it often looks like the tin is empty. As kids play, the putty becomes cloudy and then clears up again, providing a dynamic and satisfying sensory experience.
Monogram’s Collectibles bag clip range continues to captivate with chibi renditions of beloved characters from pop culture. The range has expanded this year, featuring new designs from Squid Game, Stranger Things, Wednesday, Toy Story, Sonic the Hedgehog and How to Train Your Dragon, alongside refreshed assortments from Stitch, Nightmare Before Christmas and the Harry Potter universe. Pre-ordering is already available for these new additions.
Monogram’s Crunchyroll collection has also been a massive hit, featuring fan-favourite anime characters from Chainsaw Man, Spy x Family, Jujutsu Kaisen, Sailor Moon and Demon Slayer. These bag clips come in mystery blind bags with an affordable price point.
Pocket Money Toys & Collectibles
MGA Entertainment
0845 0533 333 | www.mgae.com
MGA Entertainment continues to release innovative, trend-driven launches across L.O.L. Surprise!, MGA’s Miniverse and Yummiland this spring/summer 2025 — offering affordable price points and play experiences for both kids and kidults.
L.O.L. Surprise! keeps collectability at its core with fresh new themes. L.O.L Surprise! Fairies introduces a fantasy theme for the first time, with a new play pattern that lets children customise fairy wings for their dolls. Each surprise ball includes a doll, fairy crystals, fashions and accessories, doubling as a display stand. Meanwhile, L.O.L! Surprise Unicorns marks the brand’s first-ever unicorn-themed line, featuring transparent Tots with swirling liquid effect, mix-and-match hairstyles and swappable unicorn accessories. With six Unicorns and eight Fairies to collect, these new launches tap into the pocket money and collectibles trend.
L.O.L Surprise! All Star Sports Gymnastics provides a welcome addition to the brand’s sport themed range. With eight surprises to be unboxed, these Tots are ready to flip, tumble and spring their way to their own gymnastics medal.
New for the season, MGA’s Miniverse Make It Mini From Scratch combines creativity, surprise and hands-on fun. Miniverse continues to captivate with its unique mini food-making experience, particularly amongst a kidult audience. For the first-time ever, the range lets fans ‘bake’ their own miniature desserts from scratch using tiny, realistic ‘ingredients’.
Fans can also dive into the world of mini beauty with MGA’s Miniverse Make It Mini Makeup as they create their own makeup collection, from lip stains to eyeshadows that can be used. Adding to the strength of its portfolio, MGA’s Miniverse welcomes the new season with the launch of its Make It Mini Spring Surprise. This collection brings springtime charm to life with tiny replicas for crafting, collecting and displaying. Each ball is full of springthemed treasures from funny face eggs to potted daffodils, ensuring every unboxing is full of excitement.
With the kids’ beauty space experiencing rapid growth, Yummiland is cementing itself as a category leader, expanding with new product lines for 2025. Kicking off the year, Yummiland introduced Num Noms Body Scent Rollers, a fun DIY perfume-making experience that lets kids mix their own scents. Each Num Nom doubles as a cute keychain, tapping into the cosmetics trend while staying creative and collectible. The brand also unveiled Yummiland Series Two Lip Gloss Dolls, featuring six new characters and mystery chase twins with sweetly scented lip glosses in flavours like Cotton Candy, Cinnamon Spice and Ice Cream.
Blokees
07585
Blokees Figures specialises in creating highly detailed, licensed, fully articulated, construction-led model kit figures with different sizes suitable for all age groups. With its pocket money products ranging from £2.99 to £7.99, Blokees offers very affordable pricing with great value for money. Blokees collectible, “snap-fix” models are based on licensed properties, working with famous brands like Hasbro, Disney, Pokémon, Transformers, Hello Kitty and Minions.
Following on from the mid-year launch last year, Blokees will continue to support the pocket money segment with continued development of Transformers, with range extensions and new segments. Starting with its incredibly popular Galaxy Version, Galaxy Version 5 recently saw the introduction of the movie inspired Transformers One and is now featuring Version 6, Parallel Universe.
New for 2025 is Blokees’ smallest ever Transformers figures standing at 5.5cm – Defender Version. These pocket money Defender Versions retain the same great attention to detail, exclusive weapons and 14 moveable joints for action poses. Defender Version 01 Galaxy Shining includes eight figures and four signature vehicles, each with around six to 23 parts. Further releases are planned for each quarter to inspire collectability. Defender Version 02 The Overthrow is coming soon.
There will also be nostalgia inspired by Sesame Street, with favourite characters like Elmo, Cookie Monster, Big Bird and Abby. This first wave will hit shelves in April, with more to come throughout the year. These “pre-Cool” simpler figures have larger parts for smaller hands, as Blokees launches its first range aimed at pre-schoolers aged three and above.
Also within the pre-Cool category, a Minions collection is launching in May. The first wave features Bob, Kevin, Otto and Stuart at the Jelly Factory, with all the antics that ensue. Each character comes with their own display base and wall, so that over the course of the next waves, children will be able to build the Minions’ house.
In addition to these licences, Naruto and Ultraman will launch soon, with even more licences to be announced.
Just Play is a leader in pocket-money toys and collectibles, with more fun lines to introduce this year.
The Disney Doorables range continues to enjoy growth, thanks to innovation and new, captivating experiences. Remember When is the latest theme that comes in a fun camera format. Kids open the door of the camera-shaped Multi Peek capsule, then pull-out the strip of four connected bags. Each capsule contains four glittery eyed figures in one of two sizes; the larger figures depict classic characters and feature a point of articulation for dynamic poses, while smaller Moments figures give a glimpse into the character’s past.
The all-new Warner Brothers DC Duckalooz are stylised ducks inspired by favourite DC Superheroes stories, including Wonder Woman and Batman. These classic bathtub toys make great display items, and there are also Disney Duckalooz that reimagine beloved characters from favourite Disney and Pixar stories as cute, stylised toy ducks.
Just Play will be carrying forward its best-selling lines from the Disney Stitch range, ahead of the upcoming live action film. Fans can add to their lineup of Disney Stitch That’s So Stitch figures. Like the ones that came before, each surprise two-inch figure is housed in a pineapple-shaped capsule, depicting Stitch or Angel in a new pose based on Stitch’s favourite hobbies.
Disney Munchlings is inspired by the TikTok craze and combines yummy treats with beloved Disney characters. Just Play has a large variety of characters to collect across its feature plush and colour reveal mini-figure ranges.
Knotz Animals are trend-led DIY collectibles that let kids make one of 12 uniquely-styled plushie toys from bendable faux fur stems and accessories. They unwind the yarn-ball capsule to get started, then knot it, twist it and style it. Knotz brings together the tactile satisfaction of DIY in an easy-to-do, mess-free format that results in cute, quirky, personality-packed characters.
Original Slinky is the classic metal toy that walks downstairs, alone or in pairs. Turning 80 this year, it retains its title as one of the hottest pocket money toys of all time, with its addictively fun, repeat play pattern.
At London Toy Fair, Brainstorm announced the UK launch of Freak Marbles; this unique spin on the ever-popular traditional game is already hugely popular in Spain, and currently the No.2 collectible in terms of sales. Created by World Alive, Freak Marbles each have characterised 360º decoration, trading points, epic gameplay and skins that convert them into figurines for imaginative play or display. Within the initial range of 24, rare freaks can also be collected including sought after glow-in-the-dark, glitter jelly, silver and colour-changing Freak Marbles and the super rare Golden Gollum marble.
The brand-new Greepz range is already an award winner, landing a prestigious Hero Toy Award in the Kidult category at London Toy Fair. The creepy Greepz and Greeplingz are horror themed collectible plush characters capitalising on the popular Creepypasta craze. Greepz appeals to the kidult demographic thanks to its mix of horror and humour. Greeplingz are a smaller version of Greepz, and each packaged plush character features a changing lenticular face and collector card which gives their creepy back story and links to Creepypasta. The scary lenticular face is visible in the impactful packaging - and their bums can be seen through the back of the box. Eeries One, the Ypeerg Mub Series, features six Greepz – Helluva, One Big F, Sal Smiles, Glampire, Skinny and Slayer Sloth. There are also six Greeplingz to collect. To encourage demand and collectability, the limited-edition series will not be repeated so fans will be encouraged to collect them all before they disappear.
Eugy has become a popular staple of the Brainstorm portfolio which continues its longstanding partnership with New Zealand brand creators, Dodoland. The eco-friendly craft collectible craze now includes over 100 3D models that can be built using environmentally friendly, biodegradable card cut-outs. Children can follow a simple number sequence to assemble their Eugy with non-toxic glue. New models to collect in 2025 include Kingfisher, Beaver, Capybara, Pachycephalo and Manatee.
StikBots continues to enjoy phenomenal global sales, and two new three-packs, Metal and Crazy Faces, will be added this year. The brandnew Trend Hub Magic Cube is a pocket money purchase that provides mind boggling fidget play; the hand-held cube has extensive formations featuring mesmerising design to invoke imagination and develop hand-eye co-ordination.
Making its debut at this year’s Spielwarenmesse 2025 Toy Awards as the only UK brand in the final, Click Europe’s new Bopster Spin Ball Spinners are already a big success. Bringing innovation and excitement to the fidget and sensory toy space, Bopster Spin Ball Spinners offer engaging, interactive play while also being highly collectible. As the pocket money toy market continues to thrive, driven by demand for affordable, fun collectibles that provide instant fulfilment, the Bopster Spin Ball Spinners are the perfect addition.
The original Bopster Cube Spinners remains a firm favourite, designed for smooth, frictionless spins with a premium feel. Its metallic finishes and compact, pocket-friendly design make it ideal for on-the-go entertainment. Whether used as a calming fidget tool, a collectible or a skill-based toy, the Bopster Cube Spinner taps into the growing demand for multifunctional play.
Meanwhile, Bopster’s Spin Ball Spinners take fidget play to the next level with dynamic motion and skill-based tricks. Designed to spin smoothly on flat surfaces while maintaining balance, users can perform impressive manoeuvres, rolling the spinners between fingers and challenging their dexterity with spins, glides, angled spins and even flipping them upside down. With a smooth, weighted feel that provides a deeply satisfying experience, these spinners come in Black, Blue, Gold, Multicoloured Metallic and Glow in the Dark.
Discussions are already in place to expand into the licensing world. Bopster Spin Ball Spinners boast a sleek, high-quality finish and mesmerising spin patterns, making them just as captivating to watch as they are to play with. Whether used as a stress-relief desk toy or a skill-building challenge, the Bopster Spin Ball fits seamlessly into today’s fidget and sensory toy craze. Its global reach is rapidly growing, with major retailers and distributors already secured in the UK, USA, Canada, Germany, Romania and New Zealand, with plans to enter Japan, Italy and the Benelux region soon.
The marketing and PR strategy will include pitching to journalists, influencer promotions through Click Europe’s brand ambassadors and beyond, affiliate marketing on TikTok and ongoing paid social boosts and advertising on all socials throughout the next year and further.
Click Europe’s Bopster Spin Ball Spinners are available to order now.
PMI Kids World
www.pmi.co.il | omer@pmi.co.il
After a successful year of launches in 2024, PMI Kids World's Booksy - Tiny Book Collectibles continues to captivate both young readers and collectors. Now, the toy line is expanding with Booksy: The Disney Edition. This new collection brings iconic Disney characters to life, allowing kids to bring their favourites home in a fun, educational and interactive way that enhances playtime.
Designed for children aged from three to eight, Booksy: The Disney Edition introduces an entirely new way for kids to engage with their favourite Disney characters. Each collectible features an articulated Disney figure and a tiny book filled with over 40 illustrated pages. This combination of a high-quality figure and a captivating story enhances playtime, offering a balance between imaginative fun and educational value. With Booksy: The Disney Edition, kids can now bring home characters like Disney’s Stitch, Elsa, Moana, Simba and many more, experiencing their stories in a tactile, hands-on way that fosters creative play, learning and excitement.
The stories in each Booksy: The Disney Edition introduce these iconic characters in brand-new adventures, creating a new experience for children while maintaining the magic of Disney people know and love. The stories are designed to be both engaging and easy to follow, with narratives that make reading time more enjoyable and help nurture a child’s imagination, all without the need for screens and bringing the screen to real life.
Compact and portable, each Booksy: The Disney Edition Dome Figure set is perfect for on-the-go entertainment. Whether at home, on a road trip or simply as a small reward for young Disney fans, these collectible sets are lightweight and easy to take along anywhere. Their small size makes them ideal for travel, offering a fun and educational distraction when families are out and about. Launching in autumn 2025, Booksy: The Disney Edition Single Pack Domes will be available at Walmart in the US and distributed by Character Options in the UK. Priced under £10, these sets offer an affordable way for families to experience the magic of Disney in a new and interactive way. Whether as a collectible, a gift or an introduction to reading, Booksy: The Disney Edition provides something special for fans of all ages.
Pocket Money Toys & Collectibles
Funko
www.funko.com | newtradeenquiries.emea@funko.com
Funko Europe continues to drive innovation in the pop culture collectibles space with its iconic Bitty Pop! Range, which takes mini collectibles to a whole new level. Retailing at an affordable price point, Funko’s miniature figures are perfect for fans looking to grow their collection.
Starting from £3 RRP, Funko’s Bitty Pop! range offers smaller, pocket-sized alternatives to the fan favourite Pop! with licensor partners including Disney, Marvel, Star Wars, Harry Potter and DC Comics. Every fan can expect to see their favourite Pop! collectibles in miniature form in the Bittyverse.
Each Bitty Pop! is 2.3cm tall and is packaged in a hard acrylic case with a detachable bottom lid which doubles as an acrylic base, meaning collectors can proudly display each of their favourite characters.
Funko’s Bitty Pop! singles come in mystery packaging and include one collectible character, creating an exciting surprise and delight moment for consumers. The Mystery Bitty Pop! range is currently available in numerous character collections including Marvel, Five Nights at Freddy’s, Disney Princess, The Lord of the Rings and Friends.
With the Bitty Pop! Deluxe range, including Marvel and Disney’s Lilo and Stitch, fans can display their character against a matching backdrop, plus there’s an extra space for collectors to add another of their favourite Bitty Pop! characters to the scene.
In addition to the core Bitty Pop! line, Bittyverse takes play with miniature figures to the next level with Bitty Pop! Towns and Rides. Bitty Pop! Rides let fans take new Bittys on the open road with IP-specific Rides. Fans can also utilise new releases to drive into Bitty Pop! Towns, which offer a variety of iconic IP-inspired buildings and locations. Each Town comes with a related Bitty Pop! and case that can be placed within the Town. The latest releases allow fans to create endless combinations and let their imaginations run wild as they place any Bitty Pop! in a Bitty Ride or Town.
Collectible fanatics can also invest in Funko’s Mystery Minis which offer a breadth of collectible items at an affordable price point; each Mystery Mini is priced at just £6 RRP. The Mystery Minis collection is made up of small vinyl figures, approximately 6.35cm tall, that can be found within mystery blind boxes, meaning fans are left guessing which Mystery Mini they will receive upon purchase.
Fans can delve into multiple worlds with the vast collection of characters available in the different Mystery Minis collections, including SpongeBob SquarePants, Harry Potter, Minions and Stranger Things.
01282 775 778 |
Molang is celebrating its 10th anniversary with a new range of pocket money toys and collectibles from Heathside’s Khadou brand. This collection brings the world of Molang to life in an all-new way, capturing the kawaii charm and joyful energy that fans have adored for a decade.
Launching throughout the year from Q2, this anniversary range will offer fans the chance to collect, cuddle and play with a variety of fun and affordable collectibles. From stylised figures and squishy plush to mystery collectibles, the range fully embraces the kawaii spirit that has made Molang a global sensation. There will be a number of featured products within the collection. Micro Figures and Micro Figure Playsets are cute micro collectibles that feature iconic characters from Molang’s 10-year journey. With a range of price points and options, there’s something for everyone to start their collection. MiniQ Three-Inch Figures are set to launch under Khadou’s MiniQ brand. These figures showcase unique versions of Molang and friends, making them highly collectible and set to be a fan favourite.
The plush range includes blind box plush, plush backpack hangers, mini plush bundle bags and full-size plush. Talking Plush is another standout of the collection, alongside the special 10th-anniversary talking Molang plush. Fans can also showcase their love for Molang with a variety of backpack hangers and keychains, available in 3D figures, plush and 2D designs.
Khadou has plenty more in store to celebrate Molang’s big milestone. As a pop culture specialist, it has created a range that will delight fans and collectors alike. To learn more about the collection or explore other fan-focused products from Khadou, please get in touch via the details above.
Sylvanian Families kicked off the year with the release of its latest theme in the best-selling blind bag series, which recently won Collectible Toy of the Year at The Toy Industry Awards at London Toy Fair. Blooming Baby Friends features eight characters to collect including a secret figure, each dressed in floral, whimsical outfits and with a cute accessory. The next series will hit shelves in July. Fans can add to their collection with the addition of three new families joining the line-up. Out now is the Deer Family. Dressed in their matching pastel outfits, the mother and daughter have flowers which can be interchanged between their ears, while the father is carrying the baby in the tulip carrier. Fans can complete the family with the Deer Babies Floral Swing Set which comes with three babies and a vine swing with a lily of the valley cradle plus a leaf for them to play in, and the Deer Twins with pushcart. Also new for spring is the Sea Otter Family. Wearing nautical themed outfits, they come with a stylish shell pochette, shell toys for the two babies and a shell-shaped stroller. They are complemented by the Splashy Snorkel Set featuring the Sea Otter Sisters whose outfits transform from dresses into swimming costumes. These will be followed in the autumn by the Snow
As the brand gears up for the release of the Sylvanian Families The Movie: A Gift from Freya, Big Brother Bruce, who makes his debut in the movie, is expected to be a must-have purchase for
Epoch will be rolling out a full marketing campaign across the year to support the anniversary, including above and below the line advertising, as well as a comprehensive PR and events programme. Within the Epoch portfolio, Aquabeads adds the Mini Creations Kit to its line-up. A perfect pocket-money purchase, the complete arts & crafts bead set includes 120 beads in 13 colours, a quarter size layout tray, water pipette and template sheet with instructions. Available in a CDU, crafters can choose between three different template designs – dolphin, unicorn and dinosaur.
Character Options is keeping shelves well-stocked in the pocket money aisle with new concepts and IPs. Children can get ready to find mini duck surprises with Teeny Weeny Duckeez, the brand-new launch from Character. The fizzies are dropped into the duck bathtub, then the water bubbles to reveal a mini collectible duck. Each set comes with a coloured bathtub, two fizzies, a surprise duck and a surprise accessory. There are more than 100 duck accessories to discover, which can be used to stylise the ducks, and there’s a mini duck surprise to be revealed in every box.
Fingerlings Pinkies are new mini pets that sit right on the little finger. These cute characters have surprise, fluffy tails and can be worn as fluffy friendship bracelets. Each comes in a heartshaped jewellery box with a collectible surprise hiding inside. There are 12 different Pinkies to collect, including the ultra-rare sparkly iridescent
With the Minecraft movie hitting theatres in April, Minecraft fans can extend their gaming adventures offline with Mash’ems Minecraft collectibles. Fans can twist’em, squish’em and collect all their favourite Minecraft characters, including Steve, Alex, Enderman and Creeper, with the Mash'ems capsules. They're squishy, squashy and lots of fun,
Pocket Money Toys & Collectibles
Innov8 Creative Academy
01268 505 050 | sales@pmsplc.com
Deddy Bears Series Three is coming to the UK in 2025, continuing its momentum to bring fans exactly what they have been waiting for, which is new collectibles and designs. The new series will not only appeal to the rapidly growing fanbase, who have hand-picked their own collections and favourites, but will also capture the attention of new fans when released.
Deddy Bears have a strong design and disruptive marketing strategy. These spooky and cuddly bears are capturing the hearts of millions, with kids, teens, adults and collectors all making up the Deddy Bears demographic. The Deddy Bears plush in coffins even won the achievement of Collectible of the Year at the New York Toy Fair Toy of the Year Awards (TOTY) 2025.
Series Three will introduce six new characters, each with their own quirky design and death certificate, giving fans and newcomers to the series new creepy friends to collect, offering consumers plenty of options to find their favourites and give them a new home.
Series Three introduces Dr. Beargrave, a mysterious and wise old bear who's seen it all, and Skidmark, a speedy, cheeky character with a dash of mischief. Buglebear is the huggable giant with a big heart and even bigger personality, while Doodlebear is the artistically inclined bear with a flair for the dramatic. Gustybear is fearless and brave, ready to tackle any adventure, and finally, there’s Dripps, the adorably drippy bear with a touch of whimsy.
Exclusive characters are also available; these Deddy Bears are themed around holidays such as Valentines, Easter, Halloween and Christmas. These release as a set of four characters in each line, but only for a limited time, adding exclusives to the market and making them extra rare.
These characters are offered in many different forms: a four-inch plush with a backpack clip mystery bag, a six-inch plush in a customised coffin and a large 12-inch plush with a window display. Each character is supplied with its own personality/death certificate, and each size delivers a different price point to appeal to any budget.
Mojo Fun is building a growing reputation for producing high-quality, authentic and collectible figurines at affordable, pocket money prices.
As well as its new Garden Birds range, which feature eight popular birds including the Robin, Blue Tit, Kingfisher and Sparrow, Mojo Fun is also launching a range of six Koi Carp, featuring classical Japanese patterns, such as the Tancho- Koi and Asagai-Koi. Both these ranges should help invigorate the figurine category by appealing to a wider consumer audience, both in terms of age and interest, and to a new genre of collectors and enthusiasts. Alongside these brand-new ranges in the Pets & Garden collection, Mojo has new, standout additions to its popular Wildlife, Sealife, Farm, Horses and Dinosaur worlds.
The most hotly anticipated 2025 releases include the Axolotl, Great White Shark, Iguana, Shire Horse, Black Swan and Carnotaurus dinosaur, as well as updated versions of some of Mojo’s most popular items, including the Arabian Camel, Golden Retriever with Puppy and Golden Eagle. As with all Mojo figurines, every single one of these new products bears testimony to the brand’s unwavering commitment to product quality, authenticity and attention to detail.
The popular Mini Worlds tube sets will now be available in a new 6pc version, with each of the six different themes of Wildlife, Woodland, Farm, Dinosaurs, Sealife, Insects and Spiders having two different assortments, making a total of 12 different sets to collect. This gives children the opportunity to immerse themselves in different play worlds and truly let their imaginations run wild. Each set comes in a clear storage tube, making this a highly attractive and affordable starter series.
Each set is designed in the UK and is more than just a toy; it is an educational tool that can be used at home or in school diorama projects, helping students learn about each subject in an engaging and hands-on way. Each model is thoroughly researched to ensure it closely resembles the animal it is modelled on. At £6.99, the sets offer a lower SRP than Mojo’s existing 12pc versions, as the company continues to work closely with its customers to help them maximise retail sales in a challenging market.
Mojo has a close-knit team that is passionate about the brand and prides itself on excellent customer service and its ability to best serve customers with stock delivered directly from the UK warehouse. Mojo Fun can turn orders around within 48 hours, and with fulfilment levels of at least 85%. This helps keep retail shelves full, to maximise sales and react quickly to retailer needs.
Pocket Money Toys & Collectibles
Zuru
www.zurutoys.com | sales@zuru.com
Since its launch six years ago, Mini Brands has seen global success and continues to be a fan favourite, with mini versions of some of the world’s most iconic brands. Q4 2024 saw launches such as Mini Brands Books and Mini Brands Home, and success for Mini Brands/5 Surprise. Zuru is gearing up for another strong year with new launches planned throughout the year.
Following the launch of Mini Brands Kawaii earlier this year, the company kicks off the second half of the year with Series Two of Mini Brands Books. Zuru has included more innovation for Mini Brands Books Series Two and fans will be thrilled with the addition of hidden compartments to reveal a tangible accessory related to the book, such as a golden ticket inside Charlie and The Chocolate Factory, meanwhile Dracula hides a vial of blood.
Mini Brands’ Fill the Fridge taps into the viral #restock trend, where creators showcase aesthetically pleasing fridge organisation in ASMR videos. With over 1b views, this craze now meets creatable minis. Each capsule includes everything needed to make a realistic, non-edible food item, like the Pudding Capsule, which comes with a plate, silicone mould, tong, fruit slice, UV gels and more. The collection also features a mini fridge with a UV light that turns on when opened, plus fridge magnets and accessories.
Appealing to children, kidults and nostalgia collectors, 5 Surprise has evolved to comprise key themes as an evergreen staple within the business’ portfolio. New for 2025, the range extends to include Gabby’s Dollhouse, Transformers, Dino Mix & Match and NBA Ballers Series Two.
Following its launch into the doll space in 2024, 5 Surprise My Mini Baby now welcomes Series Two of the hyperrealistic, scaled-down baby dolls. There are 15 sets to collect with rare twin sets to find. Each capsule includes a Mini Baby, Playset, Baby Accessories, Birth Certificate and Collector's Guide.
Zuru’s new range of Max Premium, constructible collectibles offers a superior build experience to older children aged eight and up, kidults and collectors. With up to 233 themed miniature building brick pieces included, Max Premium launched its initial collection with Garden, Flowers, Rose, Retro and Snacks, each including a range of premium constructible models to create and collect.
Hunter Price
01616 531 306 | www.hunterprice.co.uk
From slime to squishies, surprise balls to seasonal, Hunter Price International’s Toy Mania brand is a destination for trending pocket money play purchases.
In 2025, Hunter Price is continuing to step up its own brand focuses, particularly on Toy Mania, with some key launches lined up for the year ahead. Reuse, create and collect are key themes running throughout Toy Mania’s 2025 product launch schedule for its leading fidget brand, Sensory Toybox, and slime and creative play brands, Oozey Goozey and Putteez.
A new launch for Q2 is Toy Mania’s Sensory Toybox - Teeny Tiniez – a sub-brand built around collectability, trading and creative play. The debut collection features tiny resin creatures and shapes, including ducks.
Other key launches for the year include the toyetic and reusable Toy Mania Vending Machines, which are filled with trending fidgets and slime combos. The ranges have been created to encourage reusability, collectability and creativity. This year, Toy Mania will also launch an extensive new range of squishy balls for Sensory Toybox, with new colours, textures, fillings, patterns and pack formats.
Created for both big kids and little ones, fidget toys help ease stress, anxiety and focus. The latest collections from Toy Mania’s Sensory Toybox include the globally trending picky pads and sugar cubes, which are currently selling out across the world.
A brand-new Christmas seasonal collection, across Toy Mania’s Sensory Toybox and Oozey Goozey, was unveiled at London’s Toy Fair, with advent calendars, fidget and slime crackers and stocking fillers for the 2025 festive period.
From product to promo, this year, Toy Mania will be amplifying its brand awareness activities around key launches in retail across the globe.
Magicbox specialises in collectible-driven pocket money ranges, and this year has all-new treasure to loot in the Piratix range, collectibles inspired by the upcoming Superthings TV series and a heroic new team for T-Racers.
Piratix offers pirate-themed pocket money fun, with an all-new series launching in autumn/winter 2025. Piratix Shark Treasures bring kids to Shark Island in search of the legendary Shark Crystal Treasure. A new crew has arrived, with 70+ new collectible pirate figures to discover. Special crystal accessories, rare gold finish captains and the ultra-rare Big Jaws, with crystal and glitter effect, are all part of the mix.
Kids also can collect mystery packs, Sea Speeders, Captain Packs and more. The Piratix Sea Speeders will be a core volume line, with six to collect at £2.99 per pack. Kids can sail the seas with Piratix, flying the flag on their Sea Speeder and using the treasure coin to activate its weapon. The Shark Treasure Captain Packs extend playability. This high-value £8.99 SRP line comes with Golden Captain, three Piratix, Sea Speeder, a Catapult to launch the projectile, crystal accessories and exclusive coins and flags.
Inspired by the brand-new 3D animation on ITVX, the Superthings Kazoom Power toy range launches late July and will comprise of Superthings figures, vehicles and feature toys, all wrapped up in Kazoom Power branding. This new range will allow fans to reenact the on-screen action, whilst encouraging children to create imaginative play scenarios of their own.
T-Racers are super-affordable, with pocket money price points. The unique system that underpins this range of vehicles lets children collect, then mix and match, the front, rear and wheels to create completely new designs. There will be 36 new cars to collect this autumn/winter, with the launch of T-Racers Heroes. The latest team features iconic designs inspired by kids’ favourite heroes, with unique parts for customisation, new colours and full-chrome cockpits.
Little Living Nature toys are compact, collectible and crafted with quality in mind. Each toy is perfectly sized for little hands and ideal as an affordable, pocket-money treat. Featuring on-trend designs and built from durable materials, these mini companions are ready for on-the-go fun. From trending plush foodie keyrings and unicorn snap bands to pocket-sized beloved pet plushies, each toy is crafted with meticulous attention to detail.
All priced under £10, the range has been designed to appeal equally to big kids, with characters and trend-led designs to ensure they are on point with the latest Kidult trends. Each Little toy is presented in colourful, thoughtfully designed display boxes. Easy to unwrap and ready to place directly onto a POS, these complementary colourways will add a vibrant touch to shelves, helping to effortlessly create eye-catching displays.
Explore the sensory experience of paint without the mess. Inkerz have a unique mix of paint drips which have been safely sealed within the toy. Designed with robusticity in mind, these sugar-filled toys are designed to give a relaxing tactile experience with every squish. Available in a variety of popular shapes including frogs, hearts and dinosaurs to suit a wide range of customers, these colourful sensory toys will appeal to little and big kids alike.
Keycraft’s cutting-edge display solutions, captivating product packaging and unparalleled retail expertise, empowers retailers to transform their stores into an unforgettable shopping experience, showcasing the collectability of Keycraft’s ranges. The company provides innovative retail merchandising solutions that not only drive impulse sales but also enhance basket value in retail stores and tourist attractions around the globe.
Alongside these new collectible toy collections, Keycraft’s newest pocket money display stands include a Pirate Ship and Dinosaur filled with pocket money toys plus all the latest trending 2025 sensory toys.
Retailers can request a free sample pack today of Keycraft’s new ranges –simply scan the QR code on Keycraft’s advert (page 95), fill in the form, and the company will deliver a fun packed sample to retailers’ doors.
Hill Barton Business Park, Sidmouth Road, Exeter, EX5 1DR, United Kingdom
Among its array of affordable playthings which offer a wide variety of experiences, from surprise toys to slimes, sensory products and educational STEAM kits, KandyToys’ KTL branded range of Super Surprise Balls offers children the excitement of unwrapping the unknown. With eye-catching artwork for both girls and boys, these toys also promote social interaction, as kids trade, share or compare their findings with friends.
Another pocket money toy that has garnered attention in recent years is slime. With its satisfying texture and endless squishing potential, slime has become a go-to item for sensory play. With many variants available in its portfolio, KandyToys’ Trash Can Gang Gross Goo has been very popular, with its strong colours and appealing cartoon design. Slime and putty are not just fidget toys—they encourage fine motor skills and creativity. The ability to manipulate these substances into various shapes provides children with the freedom to explore their senses and experiment with new forms of play.
Pocket money toys provide a fun, affordable way for children to engage with the world around them. As such, they remain a beloved and timeless option for parents looking to provide their children with simple and enriching experiences without breaking the bank.
To find out more about KandyToys extensive range, get in touch on the details above.
Eolo Toys
www.eolo.com | sales@eolohk.com
Eolo Toys continues to push the boundaries of innovation, delivering engaging and trend-driven toys for children worldwide. With a wide portfolio of house brands and an expanding range of licensed collaborations, the company remains committed to providing play experiences to kids all around the globe.
Cutie Pops brings a fresh and interactive approach to traditional collectible plush keychains. With 24 characters to collect and over 20 charms to mix and match, Cutie Pops allows children to express their creativity by designing their accessories. Featuring five on-trend keychain clips, these plush companions can be attached to backpacks, purses or keyrings for on-the-go fun. To make the play experience even more appealing, each Cutie Pops pack includes a redeemable code for exclusive digital rewards in the official Cutie Land video game, where kids will be able to take care of their Cutie Pops characters. As the brand continues to gain popularity and expand globally, Eolo Toys is preparing to enlarge the line with new extensions and exclusive licences set to debut at the LA Toy Preview in April.
Eolo Toys' Licence Novelty Line showcases a wide range of engaging products, including best-selling slow-rising figures, squish toys and fidget figures, as well as the ever-popular Super Bouncerz balls. Featuring well-known characters from franchises such as Stitch, Disney Princesses, Frozen, Moana and Marvel, these products combine sensory play with collectible appeal. Looking ahead to spring 2026, Eolo Toys will further expand this line with brand-new licences, which will add a powerful touch to the already successful novelty line.
In collaboration with Moose Toys, Eolo Toys continues to develop two brands—Real Littles and Bibi-Chibis. Real Littles brings mini, real-working versions of kids’ favourite stationery items, offering a unique unboxing experience that kids love. With new trendbased developments such as Liquid Charms and Cute Cups set to hit the shelves this autumn, the brand is set to make a difference in the market. Meanwhile Bibi-Chibis will continue to expand its core line and feature new extensions that are yet to be revealed. Both lines showcase Eolo Toys' dedication to innovation and eye-catching design, solidifying the company’s strong presence in the collectibles market.
With a focus on creativity, quality and continuous innovation, Eolo Toys is committed to bringing joy and smiles to kids worldwide, whether through expanding original and successful brands, launching new licensed products or enhancing digital integrations.
Curious Universe offers a selection of pocket money toys and collectibles within its range of innovative products. With a strong focus on creativity, collectability and value, its standout brands – Nano Tape Magic, Decoden Magic, Water Bead Magic and Crystalverse – are designed for young collectors and craft enthusiasts in mind.
Building on the success of Nano Tape Magic, which launched its full range last year and became a hit, the brand continues to expand in 2025 with a selection of new mini and classic SKUs. Nano Tape Magic allows kids to craft unique creations using special self-sealing tape. New additions include the Mer-mazing and Fruity Cuties mini packs, featuring mermaid and fruit-themed craft projects. Two new classic titles, Kawaii Creations and Enchanted Kingdom, introduce cute slime-filled surprises and an enchanted toadstool. Each pack includes an exclusive QR code linking to additional craft projects. Plus, seasonal Christmas and Halloween minis and blind bag capsule options are set to launch later this year, ensuring Nano Tape Magic remains a favourite among young creators.
Curious Universe is also set to introduce Decoden Magic, a new range inspired by the latest social media trends, including the ever-popular DIY aesthetic. This line features whippy glue, allowing children to attach charms to accessories like hair clips and mirrors for endless customisation. Available in a variety of pack options, blind bag capsules, mini, classic and deluxe SKUs, the mini collection includes Pink Power, Cute Kawaii and Monster Maker bag charm packs. Set to launch this summer, Decoden Magic will be backed by a multi-channel marketing campaign, ensuring strong consumer engagement.
Water Bead Magic offers a tactile play experience, allowing children to create an array of designs with water beads that bond when wet. This hands-on activity provides hours of entertainment and is ideal for sensory play. A fresh addition to the Curious Universe portfolio, Water Bead Magic is available in deluxe, classic and mini pack options. The mini collection features six themes – Dinosaur, Pets, Under the Sea, Unicorns and Christmas – offering endless creative possibilities for all interests and seasons.
Crystalverse takes blind bag collectibles to the next level with its range of mini Crystalcorn figures. Featuring a lineup of characters, including the rare Rokket, each figure boasts its own unique sparkle and charm. Crystalverse delivers the ultimate surprise toy experience, as children can personalise their Crystalcorns with hundreds of crystals, making every character one of a kind.
Curious Universe remains at the forefront of innovation, offering quality, value and engaging products that inspire children’s imagination and creativity. With these new brand launches and product line extensions, the company continues to innovate and stay ahead of social media trends, ensuring its products resonate with consumers.
Simba Smoby UK’s portfolio spans a host of licensed collectibles from Jada, as well as a line of Disney Munchlings Plush.
Jada’s signature Nano Metal Figure Blind Bags range covers many pop culture licences, including Marvel, Disney, Minecraft, Street Fighter, Spider-Man, Sonic the Hedgehog and more. Super-affordable, these blind packed collectibles offer great playability and displayability. In the all-new Marvel Nano Figure Blind Bags range, a plethora of popular characters are shaped as 1:65 scale metal figures, each highly detailed and measuring around 4cm tall and including Captain America, Black Panther, The Hulk and Spider-Man, plus other Marvel characters.
There will also be new additions to Jada’s signature 2.5-inch Metal Figs range, with new Minecraft Movie Figures launching this month. Affordable and highly collectible, they also offer great playability and displayability and will look great among any Minecraft fan’s existing collection of Metal Figs. A new Minions line includes Stuart, Kevin, Otto and Bob, and there’s a new wave of Spider-Man figures to collect too.
Disney Munchlings is the latest addition to Simba Smoby’s Disney Plush range. These popular Disney characters have been reimagined as colourful treats. The Munchlings collection comprises 12 characters, including Olaf as ice cream and Minnie as a chocolate strawberry. Each plush is around 10cm tall and has intricately embroidered facial features and lovingly created designs.
Pocket Money Toys & Collectibles
Ty023 9387 6600
www.shop.ty.com
sales@tyuk.co.uk
With spring just around the corner, Ty is bringing new plush to fans of all ages.
With their characteristically large, glittering eyes, Ty Beanie Boos have been popular with plush fans worldwide since 2009, coming in limited availability and always introducing new characters. Six new Boos will soon find their place in many collections and children's rooms. New designs include Pilar the caterpillar, Finnegan the shark, Pooch the bulldog, Amelia the cat, Hayden the unicorn and Ernie the crocodile. All Boos are made from high-quality Ty plush and feature details that enhance each unique personality. Each Boo has its own name, a poem and a birthday—all of which can be found on the signature Ty heart tag. All six new Boos are available for delivery.
Six brand-new, animal-inspired Ty Squishy Beanies are also available now, and in two sizes. Matteo the monkey, Tiggy the tiger, Hambone the pig, Bonsai the panda, Griffin the dragon and Astra the unicorn are made from premium Ty velvet plush and feature an extra-soft filling. These Squishy Beanies are not only great cuddle buddies, but also great travel companions. Ty Squishy Beanies characters appear in many other product lines and are limited editions.
Combining plush, collectability and the physical fun of bouncing, Ty’s new Beanie Bouncers range has been designed to reinvent the plush collectible market. The range features a mixture of generic and licensed designs, with over 60+ licences already signed and several more high-profile properties on the way.
Mighty Jaxx
www.mightyjaxx.com | sales.europe@mightyjaxx.com
Mighty Jaxx, a leading design-driven company, is known for producing high-quality collectibles, primarily in the form of blind boxes, window boxes, limited-edition art toys and designer figures. Collaborating with artists and entertainment brands from various creative fields, such as illustration, street art and pop culture, Mighty Jaxx brings unique and contemporary art pieces to a wide audience.
The hugely successful Kandy series for Sanrio, which is now into its sixth series, acts as a starting point for retailers looking for something fresh and offers great value for money for consumers. The Mighty Jaxx blind box format promotes multi-purchasing with no duplicates in a CDU, resulting in many customers buying full trays to complete their collection. Off the back of this success, Mighty Jaxx has announced the release of Kandyland. Kandyland was conceived as an extension from Mighty Jaxx’s Kandy universe, taking characters on a journey to a Kandy wonderland, sparked by their own dreams. These dreams are brought to life through a diorama encased within their heads, depicting the rich imagination that each of these Sanrio characters exemplifies.
Mighty Jaxx’s first-ever Kandyland collection includes many of the major characters from the Sanrio universe, with the likes of Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin and Pochacco. With Kandyland, retailers can capitalise on the Sanrio phenomenon, leveraging the immense popularity of blind boxes and brand recognition of Sanrio characters to attract a broad customer base, driving significant foot traffic to stores. Kandyland’s innovative diorama-in-head design offers a unique selling proposition, creating a sense of exclusivity and driving collectible demand for all types of retailers.
Sanrio's universal appeal transcends age groups, attracting both dedicated collectors and casual shoppers looking for gifting opportunities, expanding customer reach. The Kandyland figures' vibrant colours and unique design make them ideal for eye-catching displays, enhancing the visual appeal of stores and attracting customer attention. The collectible nature of the Kandy range helps bring customers back to store again and again, with seven characters to collect in every blind box series and a further six unique designs in the initial Kandyland launch.
Furthermore, Mighty Jaxx has now onboarded with Toymaster, offering low MOQs for members.
Viewpoint
Tim Mulhall launched his first toy eCommerce retailer in 1999, gaining the Microsoft Award for Innovation in 2003. Since building and selling the retailer, he has worked as a UK distributor and Brand manager before joining Hornby as part of its turnaround strategy in 2017. As Hornby chief operating officer, he led the DTC growth and global sales strategy. He is currently CEO at UK toy and collectibles business Rubies Masquerade. Tim writes about sales growth, strategic expansion and technology on LinkedIn.
Riding the fourth wave: navigating the dropship revolution in the toy industry
In the dynamic world of toy retail, change is the only constant. Which manufacturer would turn down an opportunity from a Tesco-sized retailer or decline a sales volume equivalent to their biggest web channel? The answer is none. Yet many in the industry are poised to miss the next seismic shift - the dropship revolution.
We have witnessed three major upheavals driven by the internet. The late 1990s saw the explosion of online retailers, creating a new and vital channel, before Amazon's emergence as a dominant toy retailer around the year 2010 reshaped the landscape. Once reliant on the Argos order to define their season, manufacturers suddenly found Amazon wielding considerable influence. The third wave, accelerated by the 2020 pandemic, was the surge in direct-to-consumer (DTC) models, which empowered brands to cultivate direct relationships with their customers.
We’re currently on the cusp of the fourth revolution: dropshipping. This model, once a niche practice on eBay, has matured into a powerful strategy for both retailers and manufacturers. The evolution of dropshipping Dropshipping was initially practised by proactive eBay sellers, who speculatively purchased and shipped toys in an effort to attract buyers. This low-risk, high-stakes approach required meticulous cost management and a keen eye for market trends. Today, major retailers are embracing dropshipping as a way to expand their online offerings and optimise cash flow. This model allows them to offer a wider product range by showcasing a diverse selection of toys without holding physical inventory; attract new customers and encourage repeat purchases, boosting overall engagement; and eliminate upfront inventory investment, freeing up capital for other strategic initiatives.
Key considerations for manufacturers
• Retailer selection: Consider whether you should focus on existing stockists, explore partnerships with their competitors or venture into new markets, as each option carries its own set of risks and rewards.
• Inventory management: Accurate demand forecasting is vital to avoid stockouts or too much inventory. You must either forward-buy stock based on projected sales, or risk having to steal stock from other channels.
• Distribution capabilities: Your distribution network needs to be able to handle the increased volume and fluctuating demand associated with dropshipping, as seasonal peaks and rapid order fulfilment require robust logistics.
• Marketplace integration: Building or buying the technology to integrate with retail marketplaces is a critical decision - it ensures efficient order processing and accurate inventory updates.
• Margin management: It’s important to arrive at margins that work for both the manufacturer and the retailer. Successfully navigating the complexities of dropshipping, including shipping, handling and platform fees, requires detailed cost analysis.
• Channel conflict: There’s a risk that dropshipping could cannibalise existing retail channels, so manufacturers must be prepared to mitigate channel conflict (where possible) and maintain positive relationships with existing partners, even if this means having difficult conversations.
What are the potential rewards?
The rewards of dropshipping are substantial. By tapping into new
retail channels, manufacturers can significantly boost sales and profitability, while successful strategies can stimy the efforts of competitors and secure companies a competitive advantage. It also provides valuable data on customer preferences and purchasing behaviour, enabling manufacturers to refine their product offerings and marketing strategies. And to many, the ultimate mark of success is translating highperforming dropship lines into coveted in-store listings, bridging the gap between online and offline retail.
Building a dropship strategy
To thrive in the era of dropshipping, manufacturers must adopt a proactive, adaptable approach.
• Implementing robust inventory management and order processing systems is essential for efficient dropshipping operations.
• Long-term success requires the building of collaborative retail partnerships.
• Ensuring timely and accurate order fulfilment will maintain customer satisfaction.
• Companies should leverage data to optimise product offerings, pricing strategies and marketing campaigns.
• As the retail landscape continued to evolve, toy companies should be willing to adapt their strategies to changing market conditions.
The dropship revolution is not merely a trend; it is a fundamental shift in how toys are distributed and sold. Manufacturers who embrace this change and develop effective dropshipping strategies will be well-positioned to thrive in the years to come. By carefully considering the challenges and capitalising on the opportunities, toy companies can unlock new avenues for growth and solidify their position in the competitive marketplace.
Tim Mulhall
Special Feature Toy Fair New York Review
An Englishman in New York
Toy World Publisher John Baulch reports from a rejuvenated Toy Fair New York – with the show back after an 18-month hiatus and ready to remind the toy community of why it has always been an important staple of the Toy Fair calendar.
This year marked a return to Q1 for Toy Fair New York, after a brief dalliance with moving the show to September in 2023 (which didn’t really catch on) and a gap year in 2024. There was even a fleeting moment when the show was scheduled to move from New York to New Orleans last year, but common sense prevailed, so we all returned once again to one of the world’s most vibrant and captivating cities.
Thankfully, our journey went without a hitch, unlike the poor passengers on one Virgin flight, which was cancelled due to engine failure. Some people ended up taking almost 27 hours to get to New York, including Midco’s Dave Middleton who had set off from Derby at 1.00 am to get to the airport. Buddy the Elf took less time to get to New York and he came from the North Pole!
I made it to the Big Apple in time to join the US toy community at the TOTY awards on Friday evening. The ceremony was as grand as ever, but there were plenty of surprises on the night: the awards are often dominated by the big guns, but not this time round. Sure, Lego, Mattel, Spin Master, Zuru and Hasbro each posted a category win, but this time round there were no multiple winners for the industry giants. Instead, the likes of Plus Plus, The Loyal Subjects and Solobo Toys beat off more established competitors, while it was a fantastic night for the UK & Ireland, with Innov8’s Deddy Bears winning Collectible of the Year and Wow! Stuff picking up both Tech Toy and the overall Toy of the Year awards for its iconic Real FX Stitch Puppetronic. I first saw Stitch hidden behind a curtain (who needs secret padlocked rooms?!) at the previous New York Toy Fair in September 2023 – what an
incredible journey he’s had since then. Understandably Richard North was thrilled, nearly knocking me over as he threw his arms around me when we first caught up after the ceremony. That’s what it means to a ‘smaller player’ (and I say that in the nicest sense of the word) to win. On top of that, this was the first time a UK company had ever won the US Toy of the Year award and also picked up both the top UK and US awards in the same year – a truly phenomenal achievement.
The evening itself was hugely enjoyable: from watching the amazing double act of Alan Hassenfeld (attending his 60th New York Toy Fair!) and Neil Freedman presenting an award, to catching up with people I hadn’t seen for ages (including John Barbour, who had been invited by his former protégé Greg Ahearn, now president of the Toy Association). It was also touching to see a couple of Brits mentioned in the In Memoriam section (Clive Wooster and Ranjit Dhutti), alongside US luminaries including my good friend, Richard Gottlieb.
After this glamorous curtain raiser, the toy community moved on the next morning to the show itself. In the 18 months since the previous New York Toy Fair, there has been one significant change in the global toy show landscape – the growth of LA as a twice-yearly destination for many suppliers and buyers, not just from the US but from across the globe. Momentum had been building behind the LA trip for a few years, but it has exploded in the past 12 months, and September 2025 is expected to be the most widely attended fortnight so far.
So, as the show opened, the question that many people were asking was “where does the rise of LA leave New York - is there room for both events?” After all, trade
shows aren’t cheap – and to companies which can throw open their showrooms, bring in some sandwiches and drinks and not leave their hometown, it must be a major expense to weigh up. Nuremberg has also become increasingly important for many of the big US players like Mattel, Hasbro, MGA, Moose, Jazwares and their ilk – all had a major presence in Germany again this year, and thankfully the majority were not holding back new launches until New York, as has often been the case in the past.
Having said that, FOMO has always been a massive factor in trade show participation, especially for the big guns. Not so much a case of ‘what will we get from going?’, more ‘what will people think if we’re not there?’
During the week of the show and across the following weeks, it was impossible to miss the many posts on LinkedIn proclaiming that Toy Fair New York is back. Generally speaking, I would concur with that. It was certainly the best New York event we’ve seen postpandemic by some margin. According to the Toy Association, 21 of the top 25 US toy retailers were in attendance. That assertion seemed to be borne out by exhibitors: Target and Walmart were both in the building (some changes in the buying team at Target meant that many suppliers are still waiting for ’25 selections to be confirmed, while Walmart is already working on ‘26, with its first spring summer line review starting about now). Other exhibitors pointed out that while you need to see those two retailers away from the show anyway, the time spent with the likes of Five Below, Hot Topic, Meijer, Kroeger and the like in New York was invaluable.
While US retail presence at the show was strong,
perhaps there were fewer international buyers in attendance than there used to be – I certainly didn’t see too many UK buyers in the aisles this time round. And in general, the show felt more geared up to the domestic US market than the international toy community. While there were distributors present, looking for new lines to represent, arguably there were not as many as might have been the case a few years ago – for some of those companies, LA has now become the place to source new distribution ranges, although numerous people suggested to me that the September LA trip remains far more important than April (and that’s six months away from the New York Toy Fair).
Inevitably, there was much talk about the growth of LA and the impact that will have on New York. There were a couple of notable absentees from the exhibitor list (especially MGA and Zuru), and it’s no great surprise that those two companies are very much in the ‘pro-LA’ camp. Conversely, there were plenty of companies with LA showrooms that were also showing in New York. Jazwares’ Jeremy Padawer wrote a lengthy, passionate LinkedIn post outlining why he believes New York is just as important as LA, while Smart Games’ Emile Kalis summed it up succinctly: “We signed a 3-year lease contract for an LA showroom, but I bet Toy Fair is more fun.”
New York is undoubtedly a more traditional trade show environment, with all the excitement, razzamatazz and energy that comes with the territory. Plus of course the award events, parties (the legendary Spin Master party returned, apparently bigger and better than ever), media circus, random meetings and general ‘buzz’ that a private showroom event will never deliver (nor, to be fair, is that its purpose).
Tens of thousands of products were on display in New York from around 850 exhibiting companies, including almost 250 emerging toy companies exhibiting at Toy Fair for the very first time. Nearly 1,000 global print, digital and broadcast journalists, plus an array of social media influencers and digital content creators were present. In that respect, Toy Fair New York truly feels like an event for everyone across the broader toy community.
So, can New York and LA live side by side and complement each other? I am coming round to the opinion that the answer is almost certainly yes. The Toy Association certainly believes that to be the case. When I asked Greg Ahearn what impact LA has had on New York, he was adamant that the two events serve completely different purposes. He admits LA “isn’t going away and is only going to get bigger” – but for those who thought that might spell the end for New York, this year’s show suggested those people who have been writing it off may have been doing so prematurely.
Unsurprisingly, the most frequent topic of conversation at the show was Trump’s tariffs. Just a few days before the show opened, the President had decided to increase the tariff on goods coming from China from 10% to 20%. If the original figure had been a concern for toy companies, the increased figure clearly represented a major threat to the stability and profitability of US toy suppliers and retailers.
After the show ended, the tariff situation continued to escalate: in recent weeks, all steel and aluminium imports to the US have been slapped with a 25% tariff. China has already retaliated to its tariff being doubled from 10% to 20%, while Canada and the EU have also both implemented retaliatory measures. The UK has chosen not to resort to reciprocal punitive tactics just yet, but who knows what could happen in this ever-evolving scenario.
One of the President’s advisors has also repeated the “no exemptions, no exclusions” policy – which will undoubtedly come as a disappointment to the Toy Association over in the US, as it gears up to present its case to the US government that toys should be exempted from the China tariff implementation. There is historic precedent for this, as toys were exempted the last time tariffs reared their ugly head in 2018. But will it be different this time round?
There is certainly a strong case for toys to be excluded, not least because increasing toy prices could potentially drive parents – especially those struggling to make ends meet as multiple costs soar in the US – towards cheap, potentially unsafe or counterfeit imports available on certain online platforms. Toys play a critical part in childhood development, so the tariffs will certainly do
a disservice to children and parents. In addition, tariffs are surely going to be bad for small US businesses, will almost certainly cause unemployment and will impact the businesses and consumers doing the right thing, instead benefitting the ones potentially cutting corners. And, ultimately, it’s not as if toys have any geo-political significance.
The Toy Association is wasting no time, bringing in new chief policy officer Kathrin Belliveau (who spent 25 years at Hasbro) and hiring two separate outside groups – one in Florida with ties to the Trump administration and one in Washington DC – to start lobbying on behalf of the toy community. At the show, I asked Toy Association President Greg Ahearn how many other industries would be seeking exemptions, and he was honest: “All of them. But I believe that some deserve it more than others, and we’re one of those markets which should be excluded.”
The work to achieve that goal starts now. Good luck to all involved. While this is first and foremost a domestic US issue (for now), I have no doubt that it would have a substantial knock-on effect on the global toy market.
As for Toy Fair New York, next year’s event will take place from14th -17th February – finally taking the show back to its traditional timeslot after a few years away.
Feature Games & Puzzles Board meetings
Whether its to spice up a party, bring laughs to a lunch date or help kids hone their hand-eye coordination, the evergrowing Games & Puzzles category continues to offer something for consumers of all ages and stages. Toy World takes a look at how consumer behaviour and demands are shaping the space and how this year’s new launches are making the most of opportunities in the marketplace, with help from some leading suppliers.
Turn to this month’s Talking Shop feature and you’ll see the words “Pokémon Prismatic Evolutions” appear an awful lot. The latest Scarlet & Violet expansion has become one of 2025’s biggest sellers (and where to get stock one of its biggest talking points), prompting fans to queue in their droves outside of their local indies from the wee small hours. The iconic trading card game’s bounceback is great news for retailers, who at one point last year had started to report sluggish sales. Doesn’t that seem a long time ago…
Asmodee, which distributes the Pokémon trading card game, is also seeing success with another of its TCGs, Fantasy Flight Games’ Star Wars: Unlimited, which recently welcomed the Jump to Lightspeed expansion. “Trading Card Games continue to be hot within the market and are working really well for us across the board,” enthuses Roger Martin, Marketing director at Asmodee UK. “Because we have gamers from a variety of age demographics, we’re seeing different ways to approach gaming and how different age groups experience board games. We’re really excited about Star Wars: Unlimited Set 4, Jump to Lightspeed. We’re seeing huge growth into national retail, and we’re excited to see a lot more customers start playing this licensed trading card game.”
Indeed, evergreen and retro licences continue to translate well into gaming, offering fans a fun way to engage with the properties they either grew up with as kids or love as adults. Hasbro’s Tim Maas, senior director of Marketing, Regional Marketing EMEA tells Toy World
that brand extensions and licensed versions of games continue to make their mark as major contributors to the overall success of the market. He explains: “Monopoly Harry Potter, for example, has emerged as the topperforming new family game globally, showcasing the ongoing strong appeal of popular franchises and their ability to attract a broad audience.”
For Tomy’s managing director (UK & Germany), Mary Wood, the previous 12 months have been ‘interesting’ for Games & Puzzles at the category continues to rebalance itself following what she calls the “dizzy heights” of the pandemic. “I do wonder if the somewhat ‘enforced’ playing of games during the pandemic has dulled consumers’ desire to buy games a little: is it taking time for the Games category to re-set itself?,” she muses. “Everything works in cycles, as we know well in this industry. That said, in the last 12 months we’ve had big successes from licensed games. For 2025 we have two absolute powerhouses, from a licensing perspective: Disney Logo, a marriage of two great brands, and The Weakest Link, a well-known brand whose catchphrase (“You are the weakest link!”) is embedded in our language and culture.”
Mark Jones, sales director at University Games, agrees with Tim and Mary on the strengths of licensing in the space, telling us that inter-generational classic characters continue to thrive within the company’s broad portfolio. Roald Dahl’s famous storybook characters Matilda, The BFG and Charlie and the Chocolate Factory star in University Games’ highly sought after Roald Dahl games and puzzles range, while the Very Hungry Caterpillar is
another standout line. However, it’s the nostalgic, retro Bullseye brand that the company is most excited about. Mark says the overwhelmingly positive response to the Bullseye Main Game and Mini Game from retailers at this year’s trade fairs has been consolidated by strong early consumer interest. Both launches also stand to benefit from the return of the iconic Bullseye TV show, which has been commissioned for a new series due to air this autumn (and from the soaring interest in the sport, which has only grown since teenage darts sensation Luke ‘The Nuke’ Littler rose to fame in the 2023-24 PDC World Championship).
“Our fantastic new Bullseye offerings mirror the TV format with magnetic darts, question categories and Bully’s Star Prize,” Mark explains. “The gameplay, coupled with the return of the iconic TV show, will see this nostalgic family game on quite a few wish lists this Christmas.”
Away from licensing, price remains a core consideration among consumers. Roger at Asmodee has noticed strong demand for lower-priced games such as Taco, Cat, Goat, Cheese, Pizza, as well as Dobble and Pear Shaped. He also says consumers are still very much on the lookout for perceived value; titles that might carry a higher price tag, but offer plenty of replayability, such as Lego Monkey Palace or Catan. He adds: “We like to encourage customers to purchase a game that they will want to play over and over again, and we offer that across our portfolio in a range of price points.”
Hasbro’s Tim Maas says time-poor consumers are also having an impact on the category, driving demand
Feature Games & Puzzles
for quick-to-learn, fast-paced games that fit their busy schedules. He highlights Monopoly Expansions (45 minutes per game) and Monopoly Deal (15 minutes per game) as perfect examples of the genre. As summer approaches, travel games such as Big Potato’s new range of best-sellers, shrunk down into sturdy tins, or Hasbro’s portable new card game, Monopoly Deal, should also prove popular with holiday makers, whether they’re staycationing in the UK or sun-seeking abroad.
The puzzles sub-category, long known for providing relaxing, slow-paced mindfulness, is experiencing something of an evolution – Speed Puzzling. The emerging sport (that’s right – it’s classed as a sport) is said to improve hand-eye coordination, finger dexterity, colour, pattern and detail recognition ability, and shape sorting skills, as puzzle enthusiasts race to complete a 500-piece scene in less than 90 minutes. If this sounds like it might be up your street, there are now championships taking place across the globe, including the United Kingdom Jigsaw Puzzle National Championship and the World Jigsaw Puzzle Championship, which takes place in Valladolid, Spain, every September. Puzzle specialist Ravensburger has become a headline sponsor of these events and believes they will only serve to increase the demand for puzzles among consumers of all ages. To find out more about Speed Puzzling turn to p. 106, where we share an exclusive interview with Ravensburger’s head of Marketing, Katy Fletcher, and Anneka Thompson, founder of the UK Jigsaw Puzzle Association.
Of course, there are still plenty of people out there for whom puzzles remain a relaxing way to while away the hours. For 2025, Smart Games & Toys welcomes new additions to its All Jigsaw Puzzles range including Mike Jupp’s first new ‘I Love’ puzzle in six years: I Love Healthcare. Mike’s puzzles quickly become cult classics in the world of puzzling, and this 1,000-piece will surely be another hit. Educa Borras, a leading puzzle supplier in piece counts ranging from the low hundreds to 42,000 – yes, really – is poised for international expansion this year, as it looks to apply its learnings from the Iberian market to the UK. We’ve got an exclusive interview with Jorge Arceo, commercial director, Marketing, on pp. 60-62. The youngest puzzlers are also catered to with Melissa & Doug’s range of chunky wooden offerings, in themes covering everything from tasty treats to unicorns and marine life, and young learners can enjoy University Games’ sustainably produced Learning Journey range of Match It educational puzzles. Arriving alongside the new Lift and Learn and Sort and Learn puzzles, all are made from 78% recycled paper and soy-based inks to attract environmentally conscious consumers.
New entrants to the category this year include Just Play, which announced it was moving into the Games market in February. The company’s initial product launch will feature new formats of classic game brands, as well as board, mat and travel games, in collaboration with popular licences from leading games, IP and toy companies, including Hasbro, Sony Pictures Television and Five Nights at Freddy’s. There’s also the truly unique Mi-Box Live, a unique hybrid board game that combines numeracy, sport and interactive gameplay to “make learning maths an exciting, dynamic experience”. Smaller companies such as Strong Point Games and Farplace Games are also expanding their portfolios; the former is launching Strong Point Junior this year, while the latter is launching Tile Wars, Clean the Castle and Best Spot in the House in May.
Companies with new offerings might want to consider the benefits of working with Playtime PR on its popular Libraries Board Game Club initiative, which is about to roll out wave three. In our exclusive interview with the brains behind the idea, Ceriann Smith, director of Strategy and Creative, and Selina Dangerfield, PR consultant, we hear how LBGC is a great grass roots sampling exercise for getting new launches “into the wild”. Turn to p.108 to read the full piece and find out how to get involved. Asmodee, meanwhile, has announced a new Board Game Café initiative designed to bring board game fans closer to their local board game cafés across the UK.
“I have always believed in the power of games to bring people together, and in a nutshell that is what Asmodee is all about,” says Roger Martin. “That hasn’t changed and isn’t going to change - our vision is always to get more people playing more games, more often.”
The company continues to support retailers with its popular game demonstrator programme. Roger explains: “We have the privilege of working with everything from small independent toys and games shops to dedicated hobby and trading card game stories, right through to large scale retailers such
as WHSmith and Waterstones. Regardless of their size, bringing some in-store theatre into play is at the heart of what we do. There is nothing better for inspiring consumers to make a purchase for themselves, or as a gift, than inviting them to get hands-on with products and play in real time.”
Mary tells us she appreciates those retailers most willing to work in partnership with Tomy to develop launch and support strategies for new games. This approach can offer unmissable opportunities to get in on a best-seller from the ground up. One of Tomy’s biggest bets for the year is The Human Controller, which some may have seen (and played) in Nuremberg.
“The Human Controller is a great example of how an inventor idea can be brought to life successfully,” Mary notes. “The play pattern is familiar - carrying out some very silly challenges - but the execution is truly innovative: the challenges can only be successfully completed if you trust the person you are working with. One person wears a headset that delivers instructions via an app, which the Controller is in charge of. This game has already had people howling with laughter and really lends itself to content creation. It’s going to be a lot of fun and is a big business opportunity for tho se that join us on the launch.”
Over the coming pages, Toy World takes a look at what else is hitting the shelves this year in the Games & Puzzles
Special Feature
Quiet please! It’s time for Libraries Board Game Club
Where did the idea for Libraries Board Game Club come from – and has it evolved the way you hoped it would?
CS: We always have our eyes open to how we can make lives more playful – it’s part of our DNA as a team. A couple of years ago, our Playtime colleague, Chrissie, mentioned to me that her local library was running its own board game club, and we chatted about sending them some games to add to their collection. Given our heritage in the board game space and my contacts with libraries, that quickly snowballed into a nationwide plan. The economic backdrop of the time was particularly dire, so improving access to play through local library settings seemed like the right thing to do. Fast forward to today, Libraries Board Game Club is the evolution of our Board Game Club nights that we’ve been running successfully for over 10 years. The Libraries initiative has increased access to games for families and local communities across the country. Thanks to the support of the board game community, to date, we have delivered 2500 games into 200 public libraries – giving more than a million people chance to play the games as a direct result of the initiative You’re just about to start rolling out wave three. What have waves one and two taught you about the initiative, and how will wave three expand and improve upon it?
SD: One thing we’ve heard loud and clear from the first two waves is how much of a difference the games have made to the libraries involved. Whether it’s using the games to set up new board game clubs/sessions, adding to their existing board game offerings or even starting a new board game collection for their users, the reaction has been massively positive. Wave three will continue to build on this by providing a box of games to a further 100 different public libraries just before Easter. Which suppliers have become the biggest supporters of LBGC? Are there different ways for companies to get involved?
SD: Big Potato, Imagination Games, Orchard Toys
Playtime PR’s Libraries Board Game Club is ever-evolving, with wave three bringing even more games and offerings to public libraries across the country. Toy World spoke with Playtime’s Ceriann Smith, director of Strategy and Creative, and Selina Dangerfield, PR consultant, to find out more about the initiative and what’s on the cards with this new wave.
and Asmodee have been the biggest supporters of the initiative so far. Getting involved is open to everyone and companies can supply more than one title per box if they wish. We just need 100 samples per title, plus a small fee which helps us cover the logistics of running the initiative.
How does supporting the initiative benefit suppliers?
CS: Ultimately, it’s a great grass roots sampling exercise; it’s a brilliant way of getting people playing games ‘in the wild’, whilst opening access to games to even wider communities of people. Although the initiative isn’t about pushing sales and is solely focused on increasing access to play, if a parent or carer can see their child/ ren enjoying a certain game at their local library, it isn’t a big leap to say that they’ll be more confident buying it further down the line, either for their own family or as a gift for someone else.
How does Playtime support box recipients to ensure they can make best use of the scheme?
SD: We regularly liaise with the libraries taking part regarding logistics and delivery, and continue to stay in touch with the libraries. They often share stories of how the games have been used in their community, along with any images or events they have planned on social media. From this feedback, we know that tens of new board game clubs have been established in libraries across the country because of the initiative.
Have you had much feedback from the libraries about which sorts of games are proving most popular?
SD: All the feedback from the libraries has been overwhelmingly positive, but the most striking feedback we’ve had is how much they like the broad mix of games in the box. They particularly like the fact that it’s not just well-known games – giving their users the chance to try something different and new. This reinforces the earlier point about it being a great sampling exercise for games companies.
Do you think you will broaden the reach of BGC: for example, providing boxes to hospitals, care homes or social clubs?
CS: We’re always thinking about ways to bring games to different audiences, and we have plenty of plans in the pipeline – so watch this space.
What kind of difference to do you think LBGC has made in the community?
SD: Before the initiative, a quarter of participating libraries didn’t have even a board game collection, and since then there have been 60 new board game clubs established which really demonstrates the positive impact the project has had. We have distributed 2500
games into 200 public libraries in the past year –meaning more than a million people were able to play games as a direct result of Libraries Board Game Club. Libraries are so much more than just places where books are kept; they’re community hubs where people come together to meet, socialise and join clubs, so by distributing games boxes, we’re helping to increase what libraries can offer to their local communities.
CS: The transformative power of play cannot be understated. Not only does it increase social interaction and connection in a world where all of us spend a lot of time in front of a screen, but playing board games can also help children develop and improve skill sets which benefit them as they grow up. Following instructions, strategic thinking and even learning how to be a good loser (and a dignified winner) are all qualities we can learn through playing board games and apply to everyday life.
What’s next for LBGC after wave three is completed?
CS: Once wave three is complete, we’ll be pushing ahead for wave four, which will roll out in the autumn ahead of October half term. We’ve got some companies signed up to this already, so we’re excited to see what we’ll have to offer libraries this year.
Companies who are interested in getting involved in wave four of the initiative can contact libraries@playtimepr.com.
On your marks, get set…
puzzle!
Katy, first up - how has Ravensburger become involved in the world of Speed Puzzling?
KF: Ravensburger has sponsored the World Jigsaw Puzzle Championship, organised by the World Jigsaw Puzzle Federation for a number of years and it’s steadily grown in popularity all across the world. In the last couple of years, we’ve been approached by several organisations, as well as individuals, looking to start their own competitions at all levels. In 2024, the UK Jigsaw Puzzle Association (UKJPA) was formed. We’ve formed a close
The sport of Speed Puzzling is taking the nation by storm, pitting puzzle fans against one another in competitive tournaments to find out who has the fastest fingers. Rachael Simpson-Jones caught up with Ravensburger’s Katy Fletcher, head of Marketing and Product Development, and Anneka Thompson, founder of the UK Jigsaw Puzzle Association, to find out more.
partnership with it, supporting grassroots events by providing sponsorship and custom puzzles. When we were asked last year us to sponsor the inaugural United Kingdom Jigsaw Puzzle National Championship, we were delighted. This event, plus all the other global Speed Puzzling events, feeds into the World Jigsaw Puzzle Championship which takes place in Valladolid, Spain, every September.
Our sponsorship deal has seen us create two top-secret puzzles exclusively for the United Kingdom Jigsaw Puzzle National Championship: one for the Singles competition and one for the Pairs. The first anyone will see of them is when they turn the boxes over on the day. We’re also providing the cash prizes and will have a retail presence too.
And what are the perks of sponsoring event like this?
KF: We’re keen to be a part of the growing puzzling community in myriad forms, event sponsorship being just one of them. Ravensburger puzzles are known for their quality, which becomes crucial when assembling a puzzle at speed, so our name comes up a lot on social media when people ask which brands to go for. We also publish a 16-page magazine twice a year called Positively Puzzling, in which we highlight our new launches, interview designers and speak to real consumers. By adopting a multi-faceted approach, we can connect with our consumers, learn from them and show them Ravensburger is committed to making their puzzling
journey as joyful as possible.
Anneka, what does it mean for the UKJPA to have the support and sponsorship of a company such as Ravensburger?
AT: The support from Ravensburger is invaluable, allowing us to put on a number of high-quality events in line with World Jigsaw Puzzle Federation standards. Having strong backing from such a high-quality brand will allow the UKJPA to establish the competitive jigsaw scene in the UK and lets competitors know that events will be both well run and enjoyable.
When it comes to the average puzzle fan, what are the main needs and wants –imagery, quality, brand licences, trusted manufacturers? Something else?
AT: Preferred puzzle styles vary widely from person to person. No one wants an impossible puzzle - most want to finish within the time limit! Some people prefer gradients or geometric illustrations. Others prefer distinct coloured areas and details that provide a fast solve. Many puzzlers find fur and flowers a challenge in competition.
Most puzzlers would agree that quality is very important. Puzzle pieces made without precision, that can therefore fit in several different places, are much more of a problem than a challenging image. This is the main reason why competition organisers will veer towards well known, quality brands such as Ravensburger.
Katy Fletcher Anneka Thompson
Special Feature Ravensburger
Katy, what does Ravensburger’s new Speedy Puzzle range bring to the table?
As the market leading puzzle supplier, we’re always looking for new ways to engage puzzle fans. Our Speedy Puzzle range, which includes a Disney Stitch and Pokémon edition, brings the excitement and competitive element of the pastime to the playroom. A lot of people took up Speed Puzzling in lockdown to pass the time, while others find it a great way to connect and bond as a couple or family. The most serious Speed Puzzlers - the ones who compete - will spend hours researching possible imagery ahead of their next event. In our most recent issue of Positively Puzzling magazine, we featured a young fan who loves Speed Puzzling as well as an older lady who prefers to take things slow. Despite their obvious
With the summer holidays approaching, Big Potato Games has created a range of travel games that won’t take up any room in a suitcase. Many come housed in tough little tins (so they survive the baggage handlers), some are waterproof so they can be played by the pool - or even in the pool - and all of them are easy to learn, quick to play and provide perfect family fun.
All three tinned games are travel versions of Big Potato classics. Sounds Fishy is like Would I Lie To You meets QI. One player gives the correct answer to a ridiculous question, such as: “In medieval England, what was sometimes used instead of money?” (The answer is eels.) The other players all make up believable but fake answers to try to fool the guesser, who now has to pick out the fakes to win points. If they hit the true answer, they lose them all.
Big Potato’s legendary spot-the-imposter game, The Chameleon, has also been squeezed into a tin, as has Don’t Get Got, a secret missions game. Each player is assigned six secret missions, such as: “Get a player to rub suncream into your back.” The first player to pull off three missions, without getting caught, wins.
OK Play is a waterproof tile game for up to four players. The first person to sneak a line of five wins. MOOP, which stands for Made Of Ocean Plastic, is a deck of casino-quality playing cards that are waterproof, tear-proof and, best of all, made from plastic bottles reclaimed from the sea.
Rounding out the travel games line is P For Pizza. In this simple letter game, players attempt to be the first to shout out an answer that links the letter to the category. If they get it right, they win a slice. The first person to build their holiday pizza wins.
differences, both highlighted that their chosen way of enjoying puzzles offered mindfulness and relaxation, the same way completing a puzzle always has.
What else is Ravensburger introducing to the puzzles category this year?
KF: We’re launching adult puzzles with lower piece counts: 100-, 200- and 300-pieces. Funnily enough, these went down really well at the Puzzle Championship Leonberg 2024, which we also sponsor, because they offer a quick way to practise. But they’re also perfect for younger puzzlers, older puzzlers, time-poor puzzlers and everyone in-between. Accessibility is important to us, so we also produce puzzles with larger pieces that are easier to grasp. For autumn/winter we’re launching 100- and 200-piece puzzles that come with large pieces and a tray to complete the scene in. This will be ideal for puzzlers with limited mobility or coordination challenges.
Finally Anneka, how accessible are Speed Puzzling championships? Can anyone have a go?
AT: Absolutely. The community is very open, friendly and welcoming and we love first time competitors. Although we will usually identify a finishing order, the competition is more about puzzler versus puzzle. We support everyone in completing this task. With a little practice, it’s possible to improve your times very rapidly and we provide online competitions for anyone feeling anxious about attending a first in-person event. I would advise anyone considering competing to sign up and come along. Most people get hooked and keep returning year after year.
Discover new games, make new friends and support your local café!
We’re inviting you to join us at your local board game café for the exciting Why Not Try Before You Buy? event series.
This is the perfect opportunity to dive into some of the latest board game releases, challenge your friends in quick-play competitions, and even discover games that you’ll want to take home.
For more information, please scan here:
Games & Puzzles
Smart Toys and Games
01903 885 669 | www.smartgames.eu | uk@smart.be
The world-renowned SmartGames IQ series expands this spring with the launch of two new titles including IQ Noodles and IQ Bubbles. In IQ Bubbles, players aged seven and over use their concentration to place the transparent bubble pieces onto the correct spot on the gameboard, as indicated on each challenge in the booklet included. With 120 challenges that get progressively more difficult, playing IQ Bubbles stimulates key cognitive skills, including concentration and problem solving.
IQ Noodles promises a fun, fidgety experience. Great for kids aged seven plus, players must untangle this puzzle to fit all the soft-touch puzzle pieces onto the gameboard. Selling in their tens of thousands, the IQ range is an immensely popular category for Smart Toys and Games. Each game is easy to pick up but hard to put down, offering educational fun for the whole family.
This spring also marks the arrival of Counting Sheep, a brand-new one player puzzle game of ‘shear’ brilliance. Already an award winner, Counting Sheep was selected as one of Toy Fair’s prestigious Hero Toy winners for 2025 and looks destined to become a best-seller. Players aged seven and older must herd the flock of sheep to the correct position. Puzzlers can progress through 60 challenges which become increasingly more difficult.
New to the popular Genius Battle series is Genius Gems, which challenges players to race their opponent and be the first to fill the gameboard with the colourful double-sided jewel puzzle pieces. Genius Gems offers five levels of play, with each level becoming more challenging. Players can simply play the starter level or race through all five levels. The first to solve the Wizard level is the winner. With over 10,000 puzzle combinations possible, Genius Gems provides endless, fast-paced strategic fun.
Custom jigsaw puzzle manufacturer, All Jigsaw Puzzles, is passionate about sharing the possibilities of puzzling. This spring sees the arrival of Mike Jupp’s first new ‘I Love’ puzzle in six years. The Mike Jupp I Love Healthcare 1,000-piece puzzle is a laugh-out-loud masterpiece that invites puzzlers to step into the hilariously chaotic world of St. Spreservus Hospital. Adding some colour to the table this spring are the I Love Spring Too, The National Gallery Flowers in a Vase, and Dogs in a Spring Cottage Garden 1,000-piece puzzles. Customers can also create their own custom-made jigsaw puzzles in just seven easy steps and drop-ship opportunities are also available.
University Games
0207 254 0100 | www.university-games.co.uk
This year, University Games introduces 60 new additions to its already impressive line-up of 600+ products. Offering something for everyone, 2025’s releases include the Bullseye Board Game, the Matilda Extraordinary Challenges Board Game, Buying Time and Easy Cheesy.
Following the success of the TV Christmas special, a brand-new series of the TV classic Bullseye has been confirmed for autumn. The award-winning University Games’ Bullseye Board Game, available from May, will ensure players at home can also enjoy a ‘super, smashing, great’ time. The game features a dartboard with magnetic darts and hundreds of challenging questions that follow the categories in the TV show. Players have to master the rounds to get to the final and win Bully’s Star Prize. The new Bullseye Mini Dice Game, meanwhile, lets families enjoy Bullseye gameplay when away from home.
Perfect for competitive board game enthusiasts, Buying Time arrives this summer. This game of strategic risk and reward, with its variety of difficulty levels and mix of verbal and acting charades, challenges players to decide how much time they need to buy to answer all the questions on the card and win more money. With gameplay suited for 4-10 players, it’s an ideal choice for games nights with friends and family.
Among the latest offerings in University Games’ best-selling children’s range is Easy Cheesy. Available now, this entertaining game for 2-4 players centres around a playful mouse hiding in a block of cheese. Players take turns searching for the mouse. If they’re not careful and they disturb her hiding place, she might just nibble their finger.
University Games also continues to expand its extensive licensed collection, which includes popular brands such as Dog Man, The World of David Walliams, Where’s Wally, Horrible Histories and Roald Dahl. A spring addition to University Games bestselling Roald Dahl games collection, Matilda The Extraordinary Challenges Board Game is designed for 2-4 players. The game begins with a spin of the Amanda Thripp Spinner, dictating how players navigate the board. Participants must complete mental and physical challenges to collect all the books before Miss Trunchbull catches them. Also new to the range is the Swashboggling Story Telling Dice Game and a Roald Dahl Find It Fast game.
Anticipation is building for the UEFA Women’s Euro 2025 tournament in July. University Games’ best-selling Subbuteo tabletop football game range includes the original Red and Blue Main Game, Official FA England and Lionesses editions, plus Licensed UEFA Champions League and Liverpool FC sets. Fans can enhance their experience with Player Teams and accessories such as the Training Set and the Electronic Scoreboard and Timer. University Games’ collection of Licensed 3D Football Stadiums features the stadiums of teams including Manchester City, Arsenal, Liverpool, Chelsea, Newcastle, West Ham and Tottenham Hotspur, along with Wembley Stadium. There’s also an official England Rubik’s Cube.
Games & Puzzles
Ravensburger
01869 363 830 | www.ravensburger.com
The Disney Lorcana TCG continues to expand its influence globally, following its January launch across China and Japan. With the forthcoming 2025 World Championships due to be announced imminently, the stage is set for an exciting year. Set 7, Archazia's Island, was recently released. For the first time, the set includes a Dual Ink mechanic and Vanish ability plus an array of animal- and petthemed character cards such as Disney's Bolt and Lady and The Tramp.
The company’s kids and family card game offering is expanding in the coming months, with both Level 8 and Eye Found It! joining the That’s Not a Hat range. The popular board game Eye Found It has been translated to a handy card-game format, while Level 8, which has already enjoyed international success, will be available in the UK and Republic of Ireland for the first time in 2025, with Disney Stitch and Super Mario Bros. editions in the line-up.
‘Fowl-play’ comes in the form of recent launch Oh My Pigeons! while Ravensburger’s social party game category also welcomes the addition of Match Me If You Can in the second half. In this easy-to-pick-up tabletop game, players are challenged to read the minds of some unexpected items, causing laughter, debate and disbelief.
New family games joining the line-up this spring include Minecraft Labyrinth and Bluey Labyrinth Junior. Both are set to deliver all the fun of the hit moving maze format for fans of these popular properties.
Mycelia’s beautifully illustrated, fungus-themed gameplay captured the imaginations of players and awards judges alike in 2024. This year, the game is joined by Gloomies. Offering enchanting two-phase gameplay, players take on the role of intergalactic beings who love to grow and harvest flowers. This worldbuilding game, with its captivating illustrative style, is designed for players aged 10 to adult.
Disney Villainous Unstoppable! takes inspiration from the hit game franchise and invites younger players to the world of Villainous. Featuring many of the elements fans of the series know and love, including deluxe 3D movers, the game is designed for players age seven and up. This time, the action is played around a shared board, giving all players visibility of everyone else’s progress as they try to achieve their evil goal. Disney Villainous Unstoppable launches this summer.
Fans of the company’s Horrified franchise will be looking forward to the recently announced Horrified Dungeons & Dragons edition, which will include a D20 die.
Bridging the world of games and puzzles, Ravensburger delivers Speedy Puzzle, reflecting the growing interest in speed puzzling across the world. Speedy Puzzle challenges children to be the first to complete a puzzle and press the buzzer, but fun action cards such as ‘sing a song while puzzling’ might just slow things down. The launch offering will include a Disney Stitch and Pokémon edition.
Ravensburger will introduce 120 new puzzles in 2025, including new licensed properties Rubble & Crew, Hello Kitty and Unicorn Academy joining the company’s portfolio this spring.
01392 281 927 | www.tomy.com
Players can put their trust to the test with Tomy’s new interactive party game, Human Controller. Designed for two or more players aged 14 and over, this team-based game is packed with mini-challenges that require players to submit control to their teammates. One player wears a connected headset that acts as a blindfold and communication device, while another player connects via an app on their smart device. The app guides them through 30 hilarious interactive party games and challenges, making the game as much fun to watch as it is to play. Marketing efforts will focus heavily on social media, particularly TikTok and Instagram, where many of the game’s challenges are inspired by trending content. With influencer marketing and digital campaigns, Tomy expects Human Controller to generate a wave of user-generated content. Launching in July, this game is positioned as Tomy’s hero product of the year and is set to take the party game scene by storm.
Mike is the nerve-jangling host of Extreme Silence, the ultimate ‘don’t make a sound!’ kids party game. Suitable for two or more players aged six and above, this thrilling kids’ game challenges players to tip-toe through a series of silent challenges while avoiding Mike’s Decibel Detector. Players pick a challenge card and perform the task while trying to stay as quiet as possible. If they make too much noise, the detector will shift from green to amber to red, triggering a loud alarm. The first player to win five challenge cards is crowned the champion.
Tomy is backing Extreme Silence with heavyweight TV advertising targeting kids aged six and up, alongside strong YouTube and social media marketing. With its gameshow host personality and engaging character-led gameplay, Extreme Silence is expected to be a top pick for kids’ parties when it launches in July.
Logo Disney is a magical new edition of the UK’s favourite Logo Board Game, packed with pictures, characters and iconic moments from the most-beloved Disney and Pixar films. Easy to learn and fun to play, Logo Disney challenges 2-6 players to answer Picture, Theme and Pot-Luck questions as they race around the board using their favourite Disney character playing piece. Answering correctly moves the player forward. The first to enter the Winning Zone must answer two consecutive questions correctly to win, or land a red question. With fun facts, surprises and a sprinkle of Disney magic, this game is the perfect choice for Disney fans of all ages. Marketing efforts will include strong social media campaigns and retail execution strategies, ensuring high visibility across stores and online platforms. Launching in July, Logo Disney will be a must-have for magical family game nights.
Thames and Kosmos is looking forward to another strong summer of gaming, with three titles set to launch at UK Games Expo this year from 31st May – 2nd June.
Catan, known as one of the original modern board games, celebrates its 30th anniversary this year. During this time, the game has gone from being available exclusively in hobby shops to now enjoying a presence in mainstream stores and even supermarkets. As part of the anniversary celebrations, fans will see the long awaited coming together of two huge intellectual properties from the board gaming world as Kosmos releases Exit The Game: Adventures on Catan. The company’s Exit games have been winning awards since they arrived on the scene in 2017; selling over 20m copies to date, these are the best-selling escape room games in the marketplace. Adventures on Catan takes the escape room play pattern and transfers it to the famous Island of Catan, where up to four adventurers attempt to solve the riddles of the island and settle in its verdant landscape. This is a novice level game, suitable for players from 10 years and up.
Another summer big box release from Kosmos, Australis is set in the East Australian Current. Players manage the diverse eco system by settling corals, forming schools of fish and racing turtles through the slipstream. At the end of each round, a dice competition ensues, giving this euro style game an interesting twist. The game is suitable for 2-4 players of all abilities, aged 10 and over. Australis boasts beautiful artwork and high-quality wooden components for an impressive table presence. Alongside Kosmos, Devir Games is rapidly becoming one of the hottest publishers on the scene. Titles such as Bitoku and The White Castle have won a multitude of awards and are highly thought of in the gaming community. One of the most anticipated 2025 releases from Devir is Transgalactica. Designed by Daniele Tascini, famous for his complex euros, particularly the “T-series” - Tzolk’kin, Teotihuacan and more recently Tiletum - Transgalactica is a worker placement and engine building game in which up to five players guide their starships through the far reaches of the galaxy, compete with other fleets for technological advancements and wield influence at the Galactic Senate. The game is suitable for players aged 14 and over.
Cheatwell’s best-selling tune-guessing game, Spot The Intro, will be joined by two new editions from April this year: Spot The Intro 80s and Spot The Intro 90s. Making use of popular music streaming providers, Spot The Intro challenges players to name tip-of-the-tongue tunes from just a snippet of a song. Spot the Intro is suitable for players aged 14 and above. A display holding 12 units is also available.
Die Laughing invites players to step into a darkly hilarious world where twisted humour collides with frantic fun. Acting as the Grim Reader, players tackle tongue-twisting epitaphs that could leave them tripping over their own words, while Diggers scramble to find the matching Body from the Coffin Cards. Nailing each tongue-tangler earns points, but rival players will be racing to unearth hidden treasures and swipe bodies. A family game, Die Laughing is suitable for 3-7 players aged eight and above and will be available from June onwards.
Available from April, the goal of To Do or To Don’t is to be the first to clear a To Do list, but there’s a twist; some of those tasks might be fibs. Players roll the die, reveal their tasks and use their best bluffing skills to get ahead. If they get caught fibbing they’ll have even more tasks to tackle.
This, That & Everything is a fast-paced, easy to learn, crowd-pleasing party game for four or more players aged 12 or above. In this rapid-fire game, players race to describe a variety of famous people, things and places for their teammates to guess in less than 30 seconds. In Inter-Galactic Plumber, the galaxy has become gridlocked with hazardous asteroid fields. Players are tasked with de-clogging the space lanes. As they move from rock to rock, using their plungers to remove asteroids, they gain points.
The card game Karate Grannies introduces a high-stakes blend of knitting and martial arts. Players collect Granny’s favourite items - knitting, slippers, teapots, flowers and cookies - by outsmarting their opponents or unleashing the power of the Karate Granny as they attempt to outwit, outplay and outkarate the competition.
Cheatwell offers a wide range of quiz and trivia games covering many popular categories. New for 2025 are Horror, Movie and Christmas Trivia editions plus further additions to the top-selling Pub Quiz range. Complementing the ever-popular Top Trivia Ultimate, which brings players 5,000 trivia questions on a wealth of general knowledge topics, the new Decades Edition will cover the fads, fashion and facts from the 1960s to the 2010s.
Pub Quiz Local Editions has been a best-selling line since its launch last year. Red Lion, The Crown, White Hart and Royal Oak editions are joined by The Ship and The Star for 2025.
Each title in Cheatwell’s IQ Buster Card Collection is a great mental workout. Featuring everything from logic puzzles to number crunchers, each pack contains a brain-baffling set of conundrums. The IQ Buster Card Collection is available in solids or in a display of 24 units. Adding the Magic Square Tile Puzzles offers a mind-bending batch of perplexing puzzles.
The extensive Cobble Hill range of puzzles has joined the Cheatwell portfolio. Each high-quality jigsaw features stunning images, blue-board puzzle pieces and sturdy puzzles boxes with linen print finishes. Additional images are being launched for 2025, bringing the range to over 170 styles covering every interest. Roll-away mats, sorting trays, glues and other puzzle paraphernalia are also available.
Six new images have been added to the popular World’s Smallest Jigsaws range. Each puzzle comprises 1,000 pieces but is just A3 in size, making them highly challenging and hugely collectible. Cheatwell has reduced its box sizes and removed single use plastics as it continues to drive down its carbon footprint.
Games & Puzzles
Asmodee
01420 593 593
www.asmodee.co.uk
Fast, fun and full of surprises, Happy Mochi is a charming, fast-paced card game that’s as strategic as it is sweet. Colourblind-friendly symbols ensure that everyone can join the fun, while its compact, travelfriendly box means players can take the excitement anywhere, from game nights at home to adventures on the go. The goal is simple: players must pair up two mochi at a time. But there’s a catch – they can’t rearrange their hand.
On their turn, they draw a card or play two adjacent cards onto the central pile while keeping their order intact. Special cards introduce exciting effects and colour-based restrictions, adding a fun twist to every round. Players can also merge two matching-number cards to create a Happy Mochi, breaking the rules and flipping the game in their favour.
Perfect for fans of Dobble, Trio and Taco Cat Goat Cheese Pizza, this easy-to-learn game is suitable for 2-6 players, and with its 20-minute playtime and adorable, hand-illustrated mochi characters, Happy Mochi is the perfect game for families, friends and game nights. Happy Mochi is ideal for those who love interactive and clever card games and Asmodee says it will have them hooked from the first shuffle.
An enticing, cosy offering from Asmodee and Rebel Studios, Pergola gives players the opportunity to curate their perfect oasis in nature. With 42% of people in the UK being keen gardeners and the demand for cosy board gaming on the rise, Pergola is the perfect crossover for green fingered players. Nature lovers can bring their dream garden to life by planting a mix of flowers and plants that will tempt a variety of charming birds and insects to visit, including ladybirds, bees, dragonflies and frogs. Every decision a player makes will shape the beauty of their little garden oasis. The game provides scope for unparalleled freedom as gardeners arrange elements, blending tile placement, drafting and set collection to make replayability easy, exciting and addictive.
Beautifully crafted with captivating, hand-painted watercolour illustrations by the talented Karolina Kijak - renowned for her work on the artwork for Meadow - plus over 100 exquisitely designed wooden play pieces, Pergola is as kind to the planet as the gameplay.
One For Fun
www.oneforfun.com | sales@oneforfun.com
One for Fun is continuously adding line extensions to the highly popular Muddle Puzzle range. The Metallic Muddle Puzzle Set is designed for puzzle lovers who like a challenge, making it a great gifting item. The set includes three metallic puzzle pieces, each with its own unique design and difficulty level. The first puzzle is a 3x3 cube, which requires careful planning and strategy to solve. The second puzzle is a star infinity puzzle; this is more complex and requires more patience to complete. The third puzzle is a hexagon puzzle, perhaps the most challenging of them all. The puzzles come packaged in a tall window box, making them easy to store and transport. Great value for money, each puzzle offers hours of entertainment and mental stimulation. The Metallic Muddle Puzzle 3x3 cube is also offered as a single item, with eye-catching metallic colours on each side.
These newer items complement the existing range, which includes the Muddle Puzzle Space Polygon assortment. These infinite puzzles can be opened, turned and twisted into various shapes, showing off different space scenes as users move them. The Muddle Puzzle Star, made mostly from paper and card, starts as a star shape and features differently coloured patterns on each side. The star can then be opened, turned and twisted into various shapes, revealing various patterns and colours. The Double Muddle Puzzle baffles users’ brains even more, while the Mini Muddle Puzzle is ideal for taking out and about.
A variety of fidget toys complement the existing Muddle Puzzle range. An updated version of the classic Puzzle, Fiddle Square has nine squares with different colours and designs. The aim is to shuffle and sort the squares quickly, so they all show the same colours on each side. Re-imagined to offer a new challenge but still with that addictive play value, this fidget puzzle is available in rainbow and solid colours along with mini and double versions.
A frantic, wind-up, beat-the-clock game, the award-winning Time Shock continues to be a bestseller. All the shaped plastic pieces must be inserted into the correct slots before the timer expires and throws them all into the air. A tray in the side houses the pieces and scoring pegs, making it an ideal travel game. Pushpopper fans, meanwhile, can try to beat their best time with the Time Pop Light Up Pushpopper game, which features five different modes.
One For Fun also offers classic games, from marbles, snakes & ladders, chess, draughts and dominoes to everything else in between.
North-East based Strong Point Games is the designer and publisher of the Strong Point Trivia Game and Stronger Point Expansion One. May 2025 will see the launch of Stronger Point Junior Expansion.
Strong Point is a trivia game with a unique twist that appeals to non-trivia fans as well as gamers who love trivia and pub quizzes. The game features 200 different categories, each with five questions to answer. Once a card is chosen and the category revealed, the remaining players use a set of counters to secretly predict how many questions that player will get correct, and if the category is the player’s Strong Point.
Players collect a points card for the number of correct answers they give, while all players whose score predications are correct collect an extra Strong Point card. In contrast to more traditional trivia game concepts, this predication element is one of the game's major USPs; it allows every player to be involved at all times, even when it’s not their turn, and can also result in points being collected without having to answer a single question. The game length can also be varied to suit the player group, as the game ends when they choose. Each game is typically 45-90 minutes.
When everyone has taken an equal number of turns, the player with the highest total is the winner. The game is suitable for 2-6 players or teams. Eight players can take part in Stronger Point Expansion One, which includes two extra sets of prediction counters.
May 2025 will see the introduction of the second expansion to the Strong Point catalogue, Stronger Point Junior Expansion. The Junior Expansion adds 100 brand-new category cards aimed specifically at 8–18-year-old players, with questions tailored to allow youngsters to shine even when playing alongside adults. The Strong Point team researched potential categories by visiting local schools and asking nearly 150 youngsters what they thought were their strong points: new categories include topics such as Taylor Swift, Minecraft and YouTubers, as well as a range of subjects found in the school curriculum.
In addition to the 100 new category cards, this Junior Expansion also includes a ‘push your luck’ dice. Each player will have two opportunities within the game to roll a dice that could possibly double the points scored on that turn. However, players risk losing any points won by answering questions correctly, so picking the best time to push their luck is crucial. Alongside the core game, this new expansion allows families to play together on equal footing.
Imagination Games
07737 229 089 | sales@imaginationgames.com
Created for those who are bored of small talk or feel like socialising is hard work, Popularity is a new party game that promises to make socialising fun again and is ideal for playing with friends, family and foes alike. The aim is to win by becoming the most popular player among a group of 2-8 people. The unique game mechanic is inspired by Truth or Dare, Uno, Snakes & Ladders, and Cards Against Humanity. Social influence is everything and reputations are built or broken with the flip of a card.
The rules are learnable in under 30 seconds and each game has a 30–60-minute play time. On their turn, players play a blue Action card to boost their popularity, or a red one to ruin their enemy’s reputation. On anyone’s turn, tactical Reaction Cards can be deployed for massive point movements and moments of drama. Luck also plays a part: if a player lands on a Twist of Fate, they must turn over a card to discover a game-changing event that can be great for their reputation - or terrible. By keeping things either sweet or spicy, players can choose to boost their own reputation with favours and friendships or trash their rivals with grudges and gossip. However they play, there's no need to make it personal; Popularity sees players create their own drama through alliances, betrayals, laughter and outrage. The game is perfect for work games nights with colleagues, multi-generational family gatherings, dinner parties and pre-drinks sessions before a big night out. Each game comes with 139 cards, one board, one rule sheet, eight player tokens and matching cards with mini rule sheets.
Games & Puzzles
Hasbro
0208 569 1234 | www.hasbro.co.uk
Hasbro has announced several additions to its Hasbro Gaming line-up. Monopoly, which celebrates its 90th anniversary this year, continues to bring fresh twists to the classic gameplay experience by introducing new ways to play. The Monopoly App Banking game makes banking easy by eliminating the need for physical cash and counting. In this easy-to-play board game for kids, players enjoy classic Monopoly gameplay on the board - but the app acts as both Banker and Bank. To get started, players download the free Monopoly App Banking app and set a smart device in the included stand. They then choose a Bank card and matching token, before setting off around a board filled with whimsical properties. The app lets players scan title deeds, then buy and auction properties and collect rent; they can even play mini games for perks. Faster than the classic Monopoly game, the Monopoly App Banking Game is ideal for everyday play and family game night.
This launch follows news of the Monopoly Expansion Packs and updated classic Monopoly board game. Hasbro also has a strong line-up of licensed Monopoly Editions for fans of popular franchises such as Harry Potter, Pokémon and Disney’s Stitch.
Hasbro will be updating fan-favourites Operation and Jenga with relevant refreshes for today’s generation. In the updated edition of Operation, kids and families choose from two ways to play: classic gameplay in Hospital mode, or edge-of-your-seat Emergency mode. With the new Jenga game, meanwhile, kids and families can enjoy classic Jenga gameplay or introduce more ways to play using the free Jenga web app. The classic version sees players take it in turns to pull a block from the stack, then try to add it to the top without toppling the tower. The more Jenga blocks that get pulled, the more unsteady the tower becomes, until the whole thing comes crashing down. The web app, downloadable to a phone or tablet, keeps the game fresh by allowing players to roll a virtual die that sets challenges: race the clock, stack two blocks, pick an opponent to take a turn, use thumbs only, team up, or place the block anywhere but the top row.
Epoch Making Toys
020 8049 1377 | sales@epochmakingtoys.com
Epoch Games has continued to grow share in the Children’s Games subcategory every year since launch. The company will add several games to its portfolio in 2025 including two new offerings from the world of Super Mario, which celebrates its 40th anniversary this year.
Available now, Super Mario Cap Stacker features the iconic caps and crowns of favourite Super Mario characters. Players select a card at random and place the corresponding hat on the wobbly tower, but if the cap or crown isn’t stacked correctly and the tower topples over, they lose. Adding to the excitement are multiple challenge cards. Can players turn a cap 180 degrees or swap the two caps or crowns at the top of the wobbly tower? Suitable for one or more players aged four and over, Super Mario Cap Stacker offers great value for money.
Arriving in autumn, the Super Mario Question Block Game offers several ways to play. Kids can either play a classic game of Bingo or collect the items in the box to match the item on their card while watching out for sneaky friends trying to trick them. Question Block Game is suitable for one or more players aged four and over.
Epoch will also further expand its offering of Jurassic World games with two new games tying-in to Jurassic World Rebirth, which hits cinemas in July. In Adventure Challenge, players must use the levers and buttons to guide the ball to safety, overcoming all the tricky obstacles and fearsome dinosaurs along the way. In Maze Challenge, players must escape the maze as quickly as they can, driving the ball through four check points by tilting it up and down, using the levers and avoiding dinosaurs which may be in the way. Both games come with four 2D dinosaur plates which feature in the new movie and can be used interchangeably with any other Jurassic World tabletop game from Epoch Games. Both games are suitable for one player.
These will be followed in autumn/winter by Jurassic World Twin Tornado Attack, in which players must escape the spinning tornado tops, be the first to reach the helipad and rescue the dinosaurs to win.
Connect 4 Frenzy brings exhilaration to the tabletop and takes just 10 minutes to play. Instead of dropping discs, players aim to create four in a row by bouncing them off the table and into spots on the grid. In this unpredictable game, the lead can change within seconds as players sink discs, swipe spots and sabotage opponents. This family board game is great for adults and kids aged eight and over to enjoy anytime, and the all-in-1-storage makes it an ideal travel game too.
Games & Puzzles
Mattel
01628 500 000 | www.mattel.com
Uno has been connecting players for over 50 years, offering an easy-to-learn and fun game that provides accessible gameplay and spirited competition for everyone. This year, Uno is reaching even higher levels of excitement with new ways to play. Uno Teams sees players partner up in teams of two to win together, offering a fun twist on the classic Uno game. Also coming this summer is the release of Uno Zero, which will offer a new way to play Uno: scoring the lowest points wins.
In 2025, Pictionary is introducing a new variation of the game. Pic-Tato brings a twist to the classic family drawing game with its hot-potato style gameplay. Players quickly draw, guess and pass until the music ends; the last one holding the Pic-Tato once the music ends will lose all their points. Pictionary is also updating the original award-winning drawing game Pictionary Air 2, allowing players to add points and clear the screen using the pen. This update will allow for multi-generational family play with digital clue packs available for download, suitable for both family parties or adult game nights.
This autumn, players can get ready to erase the competition with the Wiped Out party game. Participants team up with a different player each turn and work together to guess a secret word. However, other players are able to sabotage the Guesser, erasing up to three of those clues.
Just Play is expanding into the games category in 2025. The initial product launch will feature new formats of classic game brands, as well as board, mat and travel games developed in partnership with popular licences from Hasbro, Sony, and Five Nights at Freddy’s.
Slinky turns 80 this year. To celebrate, Just Play is launching a game that brings Slinky to life in a hilarious, never-seen-before way. In this energetic, family-friendly, super-silly game, teams of two race to get their disc across the Slinky first. All players wear a belt so each pair can be linked together with a Giant Slinky. On this Slinky is a disc, which players must move from one end to the other by jumping and wriggling their hips to move the disc down the Slinky. The first team to get their disc from one member of the team to the next wins.
In partnership with Hasbro, Just Play is reimagining classic favourites with new, active twists. The Simon Jump Game Mat transforms the iconic 80s Simon memory game with active gameplay. Players jump and dance to match light and sound patterns on the interactive floor mat. Instead of pressing the red, green, yellow and blue buttons, players memorise the sequence of coloured light patterns and sounds displayed on the game console, then repeat with their feet on the mat as they try to beat high scores. To add an element of competition, multiple Simon Jump Game Mats (each sold separately) can be used to host friendly tournaments with friends and family.
Skip It, the beloved 90s outdoor toy, has been updated with lights, sounds and a digital counter that tracks and records up to one million skips.
Games & Puzzles
Winning Moves
2025 is shaping up to be a big year for film and television. With brand-new titles and highly anticipated sequels from some of the biggest entertainment houses launching over the coming months, Winning Moves’ product range will feature some of the most iconic licences fans are about to see on the big and small screens.
Winning Moves has expanded its Stitch offering to include both its new and most popular card and board game titles. The Winning Moves Lilo & Stitch games range will now comprise family favourite Top Trumps, as well as Top Trumps Match and the newly-launched Top Trumps Mini Match, a travel-sized version of this strategy and memory game. The Mini Match iteration of the classic game is expected to be a hit over the coming summer months; ideal for playing on trains, planes and much more.
Also launching in time for a summer is Stitch Yahtzee, a dice game combining both strategy and luck in a travel-sized box players can take anywhere. Lilo & Stitch Monopoly allows fans to buy, sell and trade their favourite characters from the hit Disney movie in this tropical twist on the classic board game.
Other releases Winning Moves is supporting include Squid Game, with a licensed pack of Top Trumps launching to coincide with the final season of the South Korean dystopian thriller this June. Suitable for a younger audience, How To Train Your Dragon Top Trumps complements the new live-action movie arriving later this year.
With many more film and television releases to look forward to in 2025, Winning Moves has countless other card and board game launches in the pipeline.
Melissa & Doug is renowned for its exceptional quality and innovative puzzles. The brand’s commitment to fostering developmental play is evident in its product range, which has been thoughtfully crafted to engage young minds and enhance playtime.
This year, the brand has expanded upon the ever-popular line of ice cream-themed products with the Ice Cream Magnetic Puzzle, merging the timeless joy of puzzle assembly with the spark of imaginative play. The 16 magnetic pieces are perfect for little hands; with a range of ice cream flavours and utensils, this puzzle enhances motor skills and spatial awareness. Ideal for pretend play fun, the chunky pieces can also be lifted and arranged with the magnetic scooper to create ice cream treats, making it more than just a puzzle.
For toddlers and pre-schoolers, and arriving for spring/ summer, the Chunky Unicorn Puzzle is the ideal introduction to puzzling. The puzzle features five cute unicorns in different colours, patterns and poses, as well as a magical rainbow. Children can match the pictures under the pieces to help them solve the puzzle, reinforcing colour and pattern recognition. The chunky wooden unicorn pieces stand by themselves and are easy for little hands to grasp and manipulate during pretend and imaginative play.
Also launching in spring/summer, the extra-thick wooden Chunky Sea Creatures Puzzle invites kids into an underwater oasis filled with adorable sea creatures. Like the Unicorn Chunky Puzzle, this puzzle also features easy-to-grip pieces. The seven sea creatures stand upright and can be used independently for pretend play, developing hand-eye, fine motor and problemsolving skills.
Games & Puzzles
VR Distribution
0330 088 0941 | www.vrdist.co.uk
VR Distribution brings some of the biggest party and family games to UK retailers. Grab the Mic, from Lucky Egg Games, has been a success since its launch in autumn/winter 2024. In December, it hit the No.1 Games spot on Amazon UK and has enjoyed similar results in the USA. Bolstered by comprehensive and effective social media coverage, Grab the Mic has gained strong awareness with consumers in a short amount of time, becoming the first game to outstrip best-sellers such as What Do You Meme within just a few months.
Sorry What also continued to perform strongly in Q1. Autumn/winter will see Sorry What Family launch for ages eight and over. Retaining the same unique fun and 40k word combinations, the whole family can play this version. The Sorry What Family headphones are carefully designed for sensitive, smaller ears with a maximum of 85db.
Also from Lucky Egg for autumn/winter is Karaoke Duets, in which players race to grab the mic and sing their heart out. Wonky Doodles is a hilarious, doodling, guessing party game with a twist. Players pick a challenge card, choose a word to draw, grab the Wonky Doodler and get doodling.
The first couples game from Lucky Egg, Would You Still Love Me if… is designed to bring players and their partner closer than ever before as they engage in hilarious and entertaining conversations, discover new things about each other and create unforgettable memories.
From the makers of Beat That, Snatching Pears is a memory-matching, pear-snatching, adrenaline-fuelled card game of speed, stealth and quick reactions. With a comprehensive social media campaign planned for 2025, this fun yet simple concept for players aged seven and over is tipped to be a hit this year.
Following the recent success of Texas Hold It, VR Distribution is launching Joking Hazard’s first family games: Monkey Mayhem and Fuzzball Pizza. Joking Hazard games offer plenty of fun and humour, so VR is forecasting big numbers for these releases, which join Vibr’action, a hilarious vibrating action game; CMYK’s new Magenta game and Wilmots Warehouse. The latter is being co-launched with YouTube Game reviewers Shut Up & Sit Down, who have over 450k followers.
One of VR Distribution’s biggest launches of the year is It’s Bananas! This game has been successfully sold on Amazon for a few years, but for 2025, VR has partnered with McMiller Games to launch it at wider retail. The game has had 500m views on TikTok, so consumer awareness is already high. VR Distribution is also launching other exciting new games from McMiller, including Fish Fight, Cat Mit Games and Uproar! All were previewed at New York Toy Fair and have seen strong early commitment from retailers.
Orchard Toys
01953 859 539 | www.orchardtoys.com
sales@orchardtoys.com (UK sales)
orders@kayes.co.uk (independent sales)
Orchard Toys recently signed Bluey as its second character licence, resulting in the launch of Bluey games based on some of the most popular episodes of the animated TV series. The new range features Grannies Game, Shopping List Game and Fancy Restaurant Game. These easy to play games take players on fun adventures with the loveable and inexhaustible Bluey and her family. Combining the educational value and fun gameplay of Orchard Toys games with one of the hottest character brands of the moment, all the games are designed for players aged three years and up.
Bluey Grannies Game is based on the popular Grannies episode. Players race to collect granny gear, call Nana and kick off a flossing party. With colourful, easy-to-handle pieces, this game offers a great mix of laughter, learning and play. Bluey Fancy Restaurant Game brings the popular Fancy Restaurant episode to life. Players join Bluey and Bingo as they help Dad prepare a romantic dinner for date night with Mum. The game features 3D character pieces and a table, adding a fun and tactile element to the experience. The game is designed to develop matching and memory skills and encourage imaginative role-play.
Bluey Shopping List Game sees Orchard Toys’ best-selling game given a fun Bluey twist. Kids join Bluey, Bingo, Bandit and Chilli on a fun-filled race to find items on their shopping lists and fill their trollies, develops their memory and matching skills along the way.
The eye-catching range is presented in a new box size and format for Orchard Toys, differentiating the collection from the wider brand portfolio and giving it stand-out on-shelf presence.
Following the resurgence in classic games with social appeal, John Adams is refreshing family favourite, Don’t Panic. Available now, the quick-thinking, quick-naming, frantic family board game for 3-7 players is back with an all-new electronic timer with a digital display and interactive sounds. Players race against the clock to give their answers. The faster they answer, the more they score.
D-Koi is a hilarious, easy to learn and quick to play game of knowing your family and friends. One player answers a question with three correct answers and one D-Koi, while all the other players race to grab a correct answer using their fish suckers. The trick is not to be fooled by someone’s D-Koi.
You Ain't Seen Muffin Yet is a simple, quick to play hide and seek game that offers a delicious new twist on a family favourite. A player hides the scented muffin timer and deals cards to the others to reveal how long they’ll have to seek the muffin. The first to sniff out the muffin wins.
Smart 10 is a best-selling family quiz game, with over 1m units sold in 18 countries. All players answer each question, with 10 possible answers to choose from. Correct answers earn them bookmarks, which can be banked - or lost, if they play it risky. The game includes 200 questions across six popular categories.
The best-selling Ideal children’s action games range continues to expand. Joining the range is Magic Tooth Fairy, the classic golden coin collecting game. Kids collect lost teeth as they journey around the board. When they land on a ‘go to bed’ space, they place a tooth under the bed's pillow. The tooth fairy will flap her wings and magically turn the tooth into gold. The first to collect four gold coins wins the game.
Joining the Dyce party range is Rate My Friends, an eyebrow-raising game in which players rate themselves on a 1-10 scale across a wide variety of attributes. Once they’re done scoring, their friends have to rate them too. The goal is for the other players’ number to match theirs. There’s a catch though: players aren't just rating one thing at a time. This means that a high number might be a sign the player’s friends think they’re really thoughtful… or perhaps really smelly.
History Trivia Game is a tournament of knowledge and strategy. The first player to win a card in all five categories is the winner. However, opponents can attempt to block each other, and the trick is to know which categories opponents need to brush up on or have already won.
Prime 3D jigsaw puzzles transform the ordinary into the extraordinary. Each puzzle piece has multiple layers that bring it to life with an incredible 3D effect. Featuring new puzzles in popular licences such as Harry Potter and DC Comics with collectible vinyl figures, there’s also a new 500-piece Disney Stitch puzzle.
All key new launches will benefit from a mix of TV, VOD and digital advertising as well as full PR, influencer and social media campaigns.
Golden Bear Toys’ Bear Faced Games is a bold new brand built on unique games with simple, out of the box play the whole family can get behind. Bringing together its catalogue of proven gaming successes with brand-new releases in 2025 and beyond, the company’s line-up of games has been designed to get the whole family laughing. Launching in spring/summer, Birdy Call is a vibrant card game in which players attempt to find their mate – without talking. Players mimic the bird calls to other players to find their match, collect the most eggs and win. With 44 bird cards and 11 ‘eggstra’ special rule cards, this tried and tested game is ideal for games night and parties. Its easy outof-the-box play means a round takes only five minutes, offering quick-fire, frantic fun players can enjoy again and again.
The hilarious No Brainer, a 2025 Toy Fair Hero Toy award winner, is set to arrive in autumn/winter. From the same creators as last year’s Hyper Dash, this is a non-traditional trivia game that really makes quiz fans think. Blending yes/no trivia with a test of reactions, players simply nod the game to answer yes and tap it to shake for no. With its straightforward, addictive gameplay, solo or team gameplay and multiple game modes, this speedy game of know-how requires players to think fast and answer faster.
Fact or Fake is an electronic quiz game with over 1,000 questions to answer. The aim is simple: decide whether something is fact or fake. Players choose their level of difficulty, Junior or Adult mode, and play with 1-5 friends as the electronic game master does all the work. With its easy but addictive gameplay, the game keeps score as participants learn fun new trivia and even gives the right answers. Players simply need to be fast and right to win.
Finally, electronic games Pokémon Trainer Guess and Pokémon Trainer Expert join the line-up. Both are perfect for kids, kidults and adults alike. In Pokémon Trainer Expert, players listen to the clues given to them by the game master to guess the right Pokémon and catch them all. Up to four Pokémon fans can play around the double-sided board, which can be flipped between Beginner and Expert mode, and there are 151 Pokémon to play. Pokémon Trainer Guess puts players’ knowledge to the test. Once they have thought of their favourite character, they answer questions as the game tries to figure out which Pokémon they are thinking of. Trainer Guess comes with a field guide so players can discover all 151 characters and keep track of their collection. All new Bear Faced Games products will launch alongside dedicated PR support and tailored marketing plans to ensure a strong entry into the marketplace.
Games & Puzzles
Character Options
01616 339 800 | www.character-online.com
sales@charactergroup.plc.uk
Character Options recently signed an exclusive distribution deal with US-based company Relatable. Now available is the world-famous pop culture and social media inspired viral party game, What Do You Meme? The smash hit party game now comes with pictures that literally move. Hundreds of GIFs are available alongside all the classic, hysterical favourites, elevating any game night to a new level of fun.
The best-selling original game has had a refresh to make it even bigger and funnier than ever. What Do You Meme? Family Edition comes with over 100 photo cards to play in reverse. Players either pair the funniest caption card with an image or pair the funniest image with a caption.
Character’s Relatable games offering includes other established adult party game titles, such as Incohearent, in which players compete to guess the gibberish across three categories of play: Spicy, Pop Culture and Party. The player reads the gibberish phrase out loud, then tries to figure out what it actually says. Players compete to translate as many cards as possible before the time runs out.
Offering totally unfiltered fun, New Phone, Who Dis? is a 100% offline text message party game in which players compete to create the funniest text message thread. Players simply match the best LOL-worthy Reply Card to the Inbox Card in play; the funniest combo wins.
Silly Poopy’s Hide & Seek game is ideal for kids. Silly Poopy is a singing, talking, light-up toy that makes any hide-and-seek game hilariously entertaining. The fun begins when one player hides Silly Poopy and presses the Start Hiding button. Once Silly Poopy is hidden, the other players start looking. When Silly Poopy is found, he sings a triumphant song and puts on a light show.
Character Options’ Glow Ball is an energetic new 4-in-1 action game that puts speed, reflexes and agility to the test. This fast-paced game combines dazzling lights and sounds and can be played by friends and family. Each Glow Ball comes with three electronic wristbands – one per player – that can be paired with the ball. Each wristband lights-up in one of three colours; when players tap the wristband against the ball, it will recognise their wristband. Glow Ball will then light-up in a colour that indicates whose turn is next in the game, providing a dazzling light-up spectacle of physical, fast-paced fun.
Konami Digital Entertainment B.V.
01753 271 737 | www.yugioh-card.com/uk
Arriving this month, Quarter Century Stampede (along with Alliance Insight, to be released in due course) will be the last chance for Yu-Gi-Oh! players to get their hands on some of their all-time favourite cards as Quarter Century Secret Rares before this shining rarity is gone forever.
This direct successor to Quarter Century Bonanza uses the same set and pack configuration, including a core set of more than 80 tournament-level cards, another 200-card nostalgia reprint pool, and a guaranteed Luxury Secret Rare per pack. This time, however, the nostalgia pool includes picks from a recent online poll that asked duelists which cards they want to see as Quarter Century Secret Rares. Every card has its fans, and over three thousand different cards had at least one duelist voting for them to be included. Of the Top 100 card finalists in the poll, about a third are already in Quarter Century Bonanza, which is available now.
Another third were cards Konami was already planning to include in Quarter Century Stampede, and even though the poll was for the 200-card nostalgia set, many of these cards were scheduled for the core set, available in multiple rarities. As such, the company is going to keep them in the core set. These include old favourites like Miscellaneousaurus, Xtra Hero Cross Crusader, and Cyber Dragon Infinity, plus newer cards such as Mulcharmy Fuwalos, Chamber Dragonmaid, and Salamangreat Raging Phoenix. Other top-voted cards, including the heavily requested Trap Dustshoot and Metamorphosis, are headed straight to the nostalgia pool as planned.
Petit Moth also makes its way to the nostalgia pool alongside other top finishers such as Lovely Labrynth of the Silver Castle and Master Peace, the True Dracoslaying King. All 200 nostalgia pool cards will be included; one per pack in either Platinum Secret Rare or Quarter Century Secret Rare, just as they were in Quarter Century Bonanza. More cards will be revealed as the company gets closer to the set’s release.
The other four cards in each pack will be from the core set, which this time has some further additions. The primary core set of 80 cards will be available in all rarities (but no duplicate Quarter Century Secret Rares), while Konami is also adding a selection of brand-new variant art versions of existing cards to the core set’s Quarter Century Secret Rare pool.
Educational toy company Grasper Global continues to establish itself as a flourishing games specialist with its popular range of best-selling, awardwinning games that offer hilarious, family-friendly fun. The company is set to launch a wave of new, engaging games into the UK & Irish markets under its two core brands: Skillmatics and Gouda Games.
Skillmatics enables children to build core skills through the joy of play. Best-selling games include First to 5, a quick-thinking category game with an exciting twist; Pups in a Soup, a hilarious and fast-paced card game full of chaotic fun; and Dibs!, a fast-paced trivia game in which players answer blind questions across 10 categories to win cards and claim victory. The global best-seller, Guess in 10, remains a family-favourite game range for promoting communication, problem-solving and creative thinking. Winners of multiple awards, these games are fun for both kids and adults.
Aimed at teens and young adults, the Gouda Games range promotes social interaction, laughter and light-hearted competition, making it ideal for social gatherings. New titles for 2025 include Dare to Ding, a fast-paced game of riddles and reflexes where players race to slam the dinger and answer within five seconds, and The Oddballs, a chaotic twist on tic-tactoe in which players line up their oddball dogs on a 4x4 grid while dodging hilarious curveballs.
In spring 2025, Skillmatics will elevate its presence with the launch of an engaging new social media activation. The initiative will introduce the Skillmatics Games Club, a creative partnership with family influencers who will be gifted popular titles to enjoy during family play sessions. These influencers will share their experiences and showcase gameplay from some of Skillmatics’ most-loved titles, reaching millions of followers and inspiring families to connect through fun, hands-on play. This activation is designed to strengthen community engagement, build brand loyalty and celebrate the creativity and enjoyment that Skillmatics games offer.
Building on its thriving relationships with customers, national retailers and independents, Grasper Global will continue to support its popular Skillmatics and Gouda games portfolio with effective marketing campaigns, PR strategies, gold award wins and in-store activations.
To find out more about Skillmatics and Gouda Games, get in touch with David Kelly, VP Sales and Marketing UK, on the details above.
Farplace Games’ Days, which launched in April 2024 with Woof Days, Dino Days and Cat Days and expanded in October 2024 with Dungeon Days, Space Days and Pirate Days, has sold tens of thousands of units since launch. These games make for a great stocking filler or travel gift and Farplace has already localised several editions into three other countries.
Litter Tray, the world’s No. 1 game about cats and poo, launched at Spiel Essen in 2024 and was Farplace’s best-seller at the event. The game has also been successful at dedicated game shows such as Warfare and Dragonmeet. A push-your-luck game in which players decide when to bank their poo and when to risk pooing in an already dirty litter tray, both the gameplay and terminology will have everyone laughing.
Farplace the Game, the company’s first ever game, welcomed three new expansions last year. All the above games are available now for wholesale.
New games unveiled at Spielwarenmesse and available from May 2025 (launching at UK Games Expo) are Tile Wars, Clean the Castle and Best Spot in the House. Tile Wars is a brutal, abstract ‘take that’ game, playable across three levels of tile placement thanks to vicious attack cards. The game can be enjoyed competitively, while cooperative and solo versions of the game increase its value for money. A pack of board expansions is also available, offering additional varied play.
Clean the Castle sees teams of cleaners tasked with burying bodies and cleaning other mess up to earn the most gold. The cleaning meeples must beware; they can die of the plague, becoming a resource to be cleaned, or be attacked by other cleaners seeking to bag the gold for themselves.
Best Spot in the House is a colour matching card game for ages four to adult, with a second play mechanism for ages six to adult. Players match coloured cats to the different spots in the house they like to sleep in. The game is perfect for all the family and will launch in time for Christmas 2025.
All these games are produced by registered charity Farplace Animal Rescue, and every game sale helps animals in need. The company is happy to work with customers on making the most of this messaging when marketing the games. 50% of the profits from localised games are donated to local animal shelters in each country.
Farplace is also able to develop bespoke games for clients, either short card games or more substantial titles, and the company is open to IP approaches for new games.
Games & Puzzles
Mi-Box Live
www.miboxlive.com | team@miboxlive.com
Mi-Box Live is a unique hybrid board game that combines numeracy, sport and interactive gameplay to make learning maths an exciting, dynamic experience. Designed for children of all abilities, the game blends traditional board game elements with competitive maths sport challenges, encouraging active participation while reinforcing essential numeracy skills. It doesn’t matter if a player is aged 5, 55 or 105 when playing Mi-box Live; its special features, including the split 4-screen app, allow everyone to compete at their ability.
Unlike conventional board games or educational tools, Mi-Box Live brings a multi-sensory approach to learning. Players move around the shape-changing 400m Olympic running track, solving maths problems linked to real-world sports scenarios, earning points and engaging in physical challenges. Whether it’s calculating a football team’s total score, working out an athlete’s speed or determining the probability of a basketball shot going in, Mi-Box Live perfectly integrates maths into fun and engaging gameplay. This combination of mental and physical activity makes it an ideal resource for schools, families and sports clubs looking to make learning more interactive and rewarding using the power of sport.
Schools and families across the UK have already embraced Mi-Box Live as a powerful tool to support learning, with its engaging format proving to be highly effective in motivating young learners.
The driving force behind Mi-Box Live is Chris Withers, an entrepreneur passionate about education and sport. With a strong background in both sectors, Chris saw an opportunity to combine the two in a way that makes a genuine impact on children’s learning. His vision for Mi-Box Live is to create a product that not only supports classroom learning but also encourages teamwork, competition and a love for numbers in the family home as well.
With growing success in the UK, Mi-Box Live is now looking for opportunities to expand worldwide. Mi-Box Live already benefits from sales in the US and Australia, but the company is keen to collaborate with distributors, retailers and educational institutions across all international markets to bring this exciting and innovative product to more children around the globe.
Vivid Goliath
01483 449 944 | www.vividtoysandgames.co.uk
Vivid Goliath’s Pre-School Games portfolio includes Shark Bite, Lucky Duck, The Floor is Lava, Pop the Pig, Don’t Wake Dad and Gooey Louie. These perennial favourites continue to capture the hearts of kids and parents alike, solidifying the company’s position as a trusted leader in the category.
Moving into the Kidult market, and designed to appeal to all cold case detectives, Unsolved Case Files Psychic’s Wallet offers a unique game experience. The wallet is overflowing with the clues and evidence players will need to crack the case and solve the crime. Only Murders in the Building, meanwhile, invites amateur sleuths to join the residents of the iconic Arconia building as they solve a murder mystery in based on the critically acclaimed comedy drama. Only Murders in the Building has been commissioned for a fifth season on Disney+, keeping it front of mind among fans and keeping interest in related product high.
Vivid Goliath is partnering with The Sims to create the first-ever board game based on one of the most beloved and best-selling video game franchises of all time. Released in celebration of The Sims’ 25th anniversary in 2025, the new board game will bring The Sims into homes around the world and invite fans to discover a whole new way to play. The Sims board game captures the spirit of creativity, self-expression and gameplay that has made the video game a global pop-culture phenomenon.
Joining family classics Sequence and Triominos, the timeless classic Mastermind is back, challenging players to decode a secret combination in a fast, simple battle of codemaker vs. codebreaker. With more than 55m units sold, Mastermind boasts over 2,000 unique possibilities.
The PlayMonster Games range continues to delight players. The best-selling classic Five Crowns is joined by 5 Second Rule in its original and travel versions, to keep families entertained at home and on the go. Skill and action games such as Pigs on Trampolines keep the line-up full of energy and entertainment. Memorable, shareable hilarity arrives on shelf later this year in the form of Marshmallow Madness and Swallow Your Words. Both have been created to inspire social content to go viral.
Other licences joining the Games category include Chucky, which will sit alongside Ghost Face from Scream. Murdle continues to puzzle fans, with the immersive board game supported by more puzzle books set to launch throughout 2025. Traitors fans are eagerly anticipating the Celebrity Special airing later this year, but in the meantime, they can discover who is Faithful or a Traitor at their very own Round Table with Vivid Goliath’s The Traitors board game (dining tables are accepted).
Hachette Boardgames UK is introducing an exciting selection of familyfriendly titles, expanding its portfolio with engaging games for younger audiences. Leading the line-up is a range of four games from new Paris-based publisher Kiwizou, which specialises in high-quality games playable by children as young as three while remaining enjoyable for all ages. Kiwizou collaborates with top designers and illustrators to create visually stunning, well-crafted games that stand out in the market.
The four debut titles - Potion Express, Forest First, Mission Savane and BalaDino - are designed by industry veterans, with artwork inspired by classic children’s literature. Each game has been extensively tested with families to ensure accessibility and fun. From Élodie Clément and Théo Rivière, Potion Express is a light strategy game that lets players collect ingredients from a 3x3 grid to brew potions based on recipes. The first to complete three potions wins. With its charming art style, Potion Express is designed for ages six and over and 2-4 players.
From Kinderspiel des Jahres winners Marie and Wilfried Fort, Forest First is an engaging racing game featuring artwork reminiscent of a children’s storybook. Players pull tiles from a bag, deciding which side to use, with all players moving each turn. Forest First can be played by 2-4 people aged three and over.
Mission Savane is inspired by cooperative games such as Pandemic. 1-4 players aged five and above are challenged to work together to secure keys and free caged animals, while avoiding interference from poachers. BalaDino, meanwhile, is a fresh take on racing games that sees players tasked with walking their pet dinosaur through a park. The walker and dinosaur move separately, and if the park warden catches the player without their dino, they’ll be pulled back. Strategic but lighthearted, the game is ideal for 2-4 players aged five and above.
Hachette is also launching MicroMacro Kids, a new edition of the award-winning MicroMacro series redesigned for younger players. This searchw-and-solve game challenges players to examine a detailed map and uncover clues to solve 22 engaging cases, from stolen hats to lost dogs.
Finally, arriving alongside the UK cinema release of the Academy Award-winning animated film, Flow is a fast-paced cooperative experience for 1-6 players. The aim is to guide the film’s animal cast to safety as floodwaters rise, with tidal waves destroying sections of the board every minute. This time-sensitive challenge keeps players engaged, offering a visually stunning experience.
Cartamundi
01268 511 522 | www.cartamundi.com
Bicycle has big plans for 2025 as it celebrates its 140th birthday in April and welcomes a raft of brand-new licences to its portfolio.
Arriving for summer, Disney’s Daisy Duck features the beloved 1928 character in a stylish baby-blue tuck box, making it a must-have for fashion-forward fans. Woody & Buzz reunite in the hand-drawn Disney’s Toy Story Bicycle deck, which showcases the Toy Story characters in exquisite detail. Inspired by classic RPGs, the Spellbound deck is perfect for Dungeon Masters and fantasy lovers alike, while Stargazer 203 invites collectors to travel to the edge of space with stunning artwork based on Hubble Telescope images. Inspired by the Byzantine Empire, Byzantine is an this intricately designed deck that captures the empire’s historical grandeur.
Rock fans can celebrate legendary band Guns N’ Roses with a fullcolour deck featuring Axl Rose, Slash and more, while the red-andblack AC/DC deck embodies the electrifying spirit of the Australian hard rock pioneers. Rounding out the summer line-up, Jujutsu Kaisen - one of the best-selling manga series of all time and winner of Anime of the Year (2021, 2024) - is now in an exclusive deck.
In October, further new releases will bolster the range. New Disney decks feature beloved classics such as Coco, a beautifully colourful deck celebrating Día de los Muertos and inspired by Pixar’s 2017 film, as well as Toy Story, Disney Cats & Dogs, and Goofy. Meanwhile, Cities of the World invites players to travel the world through a beautifully illustrated deck, My Hero Academia offers a Bakugo-approved hero’s journey and Spy x Family is a thrilling anime-inspired deck.
Games News
Asmodee announces new Board Game Café initiative
Asmodee has announced a new initiative that will see it partner with board games cafés across the UK to bring games to even more people. Working with over 60 board games cafés so far, this new venture spans the country, including Glasgow, Yorkshire, Swansea, Leicester, Worcester and Brighton plus many more locations.
Asmodee UK has over 40 years’ experience in the board game industry and is home to major titles such as Dobble, Catan, Bananagrams, Star Wars: Unlimited and Pokémon. The initiative has been designed to bring board game fans closer to their local board game cafés by encouraging them to visit, explore the games and find new favourites to enjoy there or purchase and take home. For all those participating, the initiative is simply all about connecting, having fun and supporting local cafés.
Molly Bowles, assistant brand manager – Hobby & Independent, said: “We’ve developed our Board Game Café initiative with a goal of encouraging local communities to engage with board game cafés. By providing these cafés with tailored support for events and fantastic games, we aim to foster deeper connections and create spaces where people can come together, build relationships and, most importantly, have fun. We’re excited for this initiative across the UK.”
The scheme kicked off in late February and ran through March. The aim is for regular seasonal events, so board game fans can see new releases, join quick play competitions, take part in games demonstrations and more. The first events featured Asmodee’s key new releases: Azul Duel, Lord of the Rings Fellowship of the Rings - Trick Taking, Happy Mochi and Superstore 3000, and exclusive Hobby Next expansions for Azul Duel and Lord of the Rings – Trick Taking were gifted to participants.
Ravensburger unveils Disney Lorcana play initiatives to support indies
Ravensburger is putting in place a raft of events across the UK and Ireland in order to recruit and engage players and support new set launches in stores. With Set Seven: Archazia’s Island landing on shelves across mass retail this week, the company is launching Easter Pack Rush events to provide more opportunities to play locally and encourage players to support their community hobby store.
An ideal way to draw in new players, Pack Rush is Disney Lorcana TCG’s fastest format yet and is the easiest way to play the game. All players need is two sealed booster packs per person and everybody’s good to go. Over the Easter holidays, hobby stores across the UK can sign up to take part in the initiative, drawing players into the stores to experience this fun and simple gameplay format.
With the regular Hobby Store Set Championships due to launch in May, the company recently arranged a live-stream filming event with four of the UK’s biggest and most influential Disney Lorcana TCG content creators at Firestorm Games, Cardiff, to showcase the Set Seven range. Fans enjoyed turning up on the day to meet the influencers, and the event was designed to promote the new set while celebrating and supporting local hobby stores.
“Working closely with our network of independent retailers gives us a first-hand opportunity to experience how players, influencers and stores interact with Disney Lorcana at a local level,” said Ben Lovell, Disney Lorcana TCG Category and Sales manager at Ravensburger. “It is vital that we look at ways of engaging with families, Disney fans and the player community to grow and develop the brand and regard each partnership initiative as a learning tool to put towards bigger, better and more impactful events.
For Set Eight: Reign of Jafar we are already exploring ways of working with the team at UK Games Expo to celebrate the pre-release date of 30th May and offering show attendees an opportunity to experience the latest Disney Lorcana TCG set.”
To take part in the Easter Pack Rush event, please contact: disney.lorcana.uk@ravensburger.com
Relatable appoints Casey Collins as CCO as company
eyes growth
Relatable, a company which transforms social media trends into engaging products for Gen Z and millennials and their families, has appointed Casey Collins as chief Commercial officer. With extensive experience in global toys and games, digital gaming, licensing, entertainment and location-based entertainment, Casey will lead the company through a transformative growth phase.
“Relatable’s rapid growth over the past few years has been incredible to watch. What started as a single game – What Do You Meme? – has evolved into a diverse portfolio spanning toys, wellness products, family games, murder mysteries and more,” said Casey. “As we continue to expand, my focus will be on leading strategic mergers and acquisitions, exploring licensing opportunities, expanding our global footprint and forging new partnerships that will take Relatable to the next level. This company is a force to be reckoned with, and I look forward to helping shape its future.”
As Relatable scales, it continues to grow as a leader in innovative, high-quality games, toys and wellness products. With annual revenue surpassing $100m and another strong growth year ahead, Casey will expand the company’s international presence and lead its entry into digital gaming, creating engaging experiences for a broader audience. Under his leadership, Relatable will pursue long-term growth through strategic partnerships and new ventures.
“Casey brings invaluable experience and an extensive network of connections in the toy, games and entertainment industries,” said Ben Kaplan, co-founder and partner of Relatable. “We’re thrilled to have him on board to help bring Relatable into the next phase of our company’s history and supercharge our growth.”
For more information on Relatable’s full lineup, including its most recent licensed items, visit www.relatable.com.
Company Profile Mattel standing the test of time Mattel
It’s a big year for Mattel, which celebrates its landmark 80th anniversary throughout 2025, and the company has certainly kicked off the celebrations with a bang, unveiling respectable full-year financial results in January which have set it up for another 12 months of expansion and excitement. Toy World catches up with Michael Hick, vice president - UK & Ireland, Benelux & Nordics, and Kelly Philp, head of Marketing UK, to find out what’s in store.
Despite the year throwing a few curveballs, Mattel navigated 2024 with relative ease and emerged with a decent set of results, largely thanks to its evergreen portfolio of globally beloved brands. Its fourth quarter performance, which saw it finish +2% in Q4 Net Sales versus 2023, helped Mattel gain momentum towards the end of the year and springboard into 2025, a year which offers even more to celebrate.
“2024 was a year of operational excellence for Mattel,” Michael enthuses, detailing how the company ended 2024 with the No. 1 brand in Dolls, Vehicles and Infant & PreSchool (Barbie, Hot Wheels and Fisher Price, respectively) once again. “According to Circana, Hot Wheels was the fastest growing of the Top 15 properties, and we’ve grown share outside of our power brands with the likes of Uno. We also have top items such as the Barbie Dreamhouse
and Hot Wheels singles. We had a good end to the year, and 2025 is off to a strong start. It’s not a bad way to enter our 80th anniversary year.”
The company showcased its 2025 range at Spielwarenmesse in Nuremberg at the end of January, using the international trade fair to kickstart the anniversary celebrations. The Press Tour that took place on the opening day included a special Q&A session on Mattel’s past, present and future, followed by the cutting of a magnificent red and white cake topped by a tower of red macarons. Mattel’s vast stand was overflowing with launches that left visitors in no doubt about its ability to identify product trends and consumer demands and turn them into first-class toys and games, including the new Ruby Collection created in honour of its milestone birthday.
“Mattel is a toy company that has stood the test of time,” explains Kelly. “Within our portfolio we have a number of brands that themselves have celebrated major anniversaries recently, such as Barbie, which turned 65 last year. Sometimes it’s easy to forget Barbie’s incredible heritage and history – especially given the success of the Barbie movie - but we’re celebrating her even more this year with our Limitless campaign, which will pulse throughout 2025. In addition, our recently announced Red line Collection rolls out across all Mattel IP and will be positioned front and centre. This range leans heavily on our primary brand colour and also reintroduces eclectic lines from our back-catalogue, making it perfect for our most ardent fans and collectors, alongside current
favourites such as Hot Wheels and Fisher Price. It’s a clear example of how Mattel continues to leverage its heritage, to innovate and to showcase the entrepreneurial spirit that has persisted ever since the company first started out – in a garage, let’s not forget – back in 1944.”
Kelly adds: “Throughout Mattel’s long history, we’ve never taken for granted that the retail and consumer landscape is constantly evolving, but we’ve continued to evolve with it by pushing the boundaries of what’s possible and leading from the front in terms of product development. That, and some great IP, is what’s needed to achieve 80 years in business.”
Mattel has an undeniably broad, impressive portfolio. Not only does this help the company ride out the tougher periods but it also caters to all sizes of retailer, across all formats. Michael says that far from putting all its eggs in one basket, Mattel actively works towards brand representation across all retail channels while making sure each partner is able to offer a point of difference to its customers.
One of the biggest talking points of Spielwarenmesse was Mattel’s new construction brand, Brick Shop. Toy World was lucky enough to be granted access to the secret preview room on the company’s stand, and we were deeply impressed by what we saw… though, revved up as we are to tell you about it, we must keep schtum for the time being. What we can share is that Michael and Kelly are obviously very excited about what’s to come. They say Brick Shop brings a “new dimension” to the Construction category. Mattel already enjoys success in Construction
Company Profile Mattel
thanks to its Mega brand, but clearly feels it has the scope to become a much bigger player, especially at a time when it seems that consumers –particularly Kidults – simply can’t get enough of brick and block stuff.
This year’s packed movie slate is also shaping up to be a boon for Mattel, a leading licensee for some of the biggest film and gaming studios in the world. The SAG-AFTRA strikes pushed many movie release dates back from 2024, which last year was a hindrance to many, but it does mean that there’s a veritable smorgasbord of movies and licensed consumer products to get stuck into this year. And stuck in Mattel has got, with launches coming through for Disney Snow White (March), Minecraft (Easter), Superman and Jurassic World: Rebirth (summer) and Wicked Part 2 (November) following on from those for Moana 2 and Wicked Part 1 at the end of 2024, both of which should continue to perform well this year.
The recently crowned Global Top Selling Toy of the Year, Hot Wheels, is on a roll. The brand is set to welcome new ranges including the Formula 1 2025 product line-up and a full range of Ferrari products, marking the first time in 10 years that the die cast brand has been adorned with the iconic prancing horse. While both kids and collectors alike love Hot Wheels, it has become an icon in both automotive and pop culture thanks to live events such as the Hot Wheels Legends Tour, Hot Wheels Superchargers action sports events, and branded amusement park attractions, as well as partnerships with the hottest automotive, fashion and lifestyle brands. Mattel will be focusing on its youngest enthusiasts this year with all-new track and play sets such as the new City T-Rex Fire Station, as well as its avid collectors with its Premium Diecast ranges. The brand’s flagship event, the Hot Wheels Legends Tour, will be getting even bigger for 2025 too.
and into 2026, further launches will continue to attract new players from all walks of life, with retail activations in development to keep the game front-of-mind with purchasers.
“As always, our relationships with our retail and licensing partners are the bedrock of our business,” Michael tells us. “My team really does explore every way to unlock opportunities, and this year you’re going to see us invest even more heavily in retail; we want to help grow every single channel. Our 2025 strategy includes omnichannel demand creation and in-store initiatives, including investments in the toy specialists and indies that sell toys 365-days a year.”
superhero portfolio.
In closing, Michael was keen to emphasise the enduring strength of the toy industry. “We believe in the Toy industry's fundamentals and that it will return to growth and continue to grow over the long term,” he states. “Whatever happens in 2025, major manufacturers have a role to play in helping retailers navigate what is undoubtedly going to be a tricky period for many by pushing consumers towards its partners and, in doing so, increasing store traffic. Throughout its eight decades in business, this is something Mattel has always strived to do.”
Elsewhere in licensing, Mattel has also unveiled an all-new Fisher-Price Barney toy line comprising plush, interactive figures and creative role-play sets, launching in autumn. Kelly says the reinvigorated Barney range will inject a burst of much-needed freshness into the
He adds: “We’re also developing programmes across the board, for all channels and all retailers, with the ‘shopper mission’ at their heart. Much depends on the size of the shop as well as its location; there can be a big difference between an indie on a high street, an indie in a shopping centre and an indie in a retail park, and this ultimately has an effect on the shopper mission. If you’re a big-box indie with parking right outside (meaning customers don’t have to lug a Dreamhouse all the way back through town to their car) then higher price points will be more relevant to you, and we’ll work with you to provide a point of difference at that end of the market and to convey that message to shoppers. But if you’re on the high street, and maybe the nearest customer parking is the town multi-storey, then it’s more likely you’ll be strongest at the sub-£30 end of the spectrum. Throughout this year, we’ll be running a raft of retail events designed to help show Mattel retail partners of all sizes just how important they are to us – and of course, there will be a huge assortment of product for retail buyers to choose from too, across all price points.”
There’s clearly much to come from Mattel and Michael is optimistic for the year ahead, with several key business drivers, both in its own category IP and product tied to robust and toyetic theatrical film slate, still to come. The company expects continued momentum in its Vehicles and Games
Michael adds: “Even in the toughest of years, Mattel has never cut back on its retail and demand creation support. We owe it to our partners to be there, to back them and to invest in their success, and in this – our momentous 80th year – we’ll be honouring our heritage and our roots by delivering on that promise more than ever before.”
FRESH THIS MONTH:
Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone.
Here are new releases from: Asmodee, Carrera Revell, Character Options, Hornby, Diamant Toys, Lego, Mattel, Moose Toys, Zapf & Posh Paws
fresh
BabybornSplishSplash
Zapf Creation • 0845 0533 333 www.mgae.com
Baby born is making its debut in the bathtime segment, launching its new bathtime range, Baby born Splish Splash. Launching into the bathtime category allows the brand to tap into sensory water play which offers a whole range of creative and imaginative experiences.
The new Baby born Splish Splash range will include five new colourful bath toys, suitable for babies one year and over. The products have a variety of features with a multitude of benefits, including improving sensory development, hand-eye coordination, fine motor skills and supporting independence and routine.
Baby born Splish Splash Tub with Teddy features a turning wheel, tree shower and bucket for children to scoop out water and a wind-up swim along Teddy character, so babies and toddlers can use their imagination to help Teddy go swimming.
The Baby born Splish Splash Pram with Emma comes with wheels that turn when water flows through, aiding babies’ sensory exploration. It also comes with a sunshade and detachable basket and an Emma doll with windup arms so she can swim in the tub. Both products come with durable suction cups to easily attach to the bathtub to keep it in place.
Also joining the Splish Splash range is Baby born Splish Splash Surfing Berta. One of the popular characters from the Baby born animated series, Berta surfs along the surface of the water; with no batteries required, the wind-up wheels propel Berta through the waves of the bath. Baby born Splish Splash Emma and Baby born Splish Splash Teddy are two new wind-up water dolls, perfect for encouraging children to develop their social skills. Children can talk to the toys and act out adventures they have seen from the animated series or pretend-role play their own swimming lessons and everyday routines.
Also new for spring/summer 2025 is the enchanting Baby born Mermaid, a must-have for children who adore fantasy and imaginative play. Suitable for children aged three and above, this aquathemed doll transforms playtime into a magical experience as her tail changes colour with movement, promoting sensory exploration and curiosity.
The new Baby born Push Along Berta is perfect for toddlers and young children aged three and above. The toy has rattling wheels with blue balls that add a sensory experience to every ride and a secret compartment under its seat for storing children’s belongings. The adjustable backrest ensures dolls stay securely in place, while the detachable long handlebar gives children full control. Push Along Berta seats all dolls from 36cm to 43cm, including Baby born characters Emma, Eva and Jonas.
With the highly-anticipated live-action film, A Minecraft Movie, arriving in cinemas worldwide this month, Mattel has unveiled details of its licensed toy range.
Each of the character-inspired figures in the Minecraft Core Figure Assortment features authentic details and posability, bringing the joy of Minecraft to life, and comes with accessory pieces tied to their specific journey, including weapons, orbs and even bones. Collectors will also want to get their hands on the 12″ Large Scale Figure Assortment, which is perfect for playing out movie scenes at home.
The Blast Attack Ghast play set showcases a thrilling moment from the film, in which the ghasts are chained and used as attack vehicles by the evil piglin army. Kids can press the top of the ghast figure to hear whooshing and battle sounds, activate lights and launch the projectile. The set includes one piglin warrior and one blast projectile to re-enact the scene straight from the movie.
The Minecraft Click and Switch Sword and Pickaxe is a 2-in-1 battle weapon that transforms from a diamond sword to an iron pickaxe with the press of a button. Minecraft fans simply need to press, hold and point the cross guard down, then flip over to the other side. With two exciting ways to play, this role-play accessory makes a fun, moviethemed gift for Minecraft lovers aged six years and up.
Tapping into the ongoing demand for collectibles, the Minecraft Mini Mode Spawn Egg Assortment is themed with different biomes from the game and movie to help set the environment. Each Spawn Egg capsule opens to reveal a Mini Mode figure with an animated pose designed for storytelling. The mini figure can be removed and placed back into the open capsule for play and display.
Rounding out the line-up, the Minecraft Basic Plush Assortment transforms fan-favourite characters from the video game into 8″ tall huggable toys. The plush are made from premium textiles and fun-to-touch fabrics, and there are over 30 characters to collect, all at a great price point.
From Universal Pictures, the highly anticipated live-action re-telling of DreamWorks Animation’s How To Train Your Dragon soars into cinemas on 13th June, and Posh Paws is adding to its popular plush offering with brand-new movie toys. The current range consists of 7”, 10” and XL 18” dragon plush toys, and an all-new movie-inspired line will debut on 28th April featuring Toothless in a collectible 7” offering, in an assortment of adorable expressions, in addition to larger 10” and 18” plush, among other movieinspired dragons.
Jurassic World Rebirth welcomes a new era in the blockbuster franchise and will be in cinemas on 2nd July. Posh Paws will be releasing new dinosaurs that feature in the movie, adding to its range of Jurassic World dinosaur plush toys that remain favourites with fans: new collectible 7” Plush Dino Eggs; 10” dinosaurs and larger 14” dinosaurs inspired by the new movie. The existing range that is available to order now includes the popular 10” Blue the Velociraptor, T. rex, Brachiosaurus and Bumpy from the DreamWorks Animation series, Jurassic World Chaos Theory on Netflix, as well as 7” Dino Egg assortment, and XL 18” T. rex and Raptor plush.
Gabby’s Dollhouse remains Posh Paws best-selling licensed range. With DreamWorks Animation’s 26th September launch of Gabby’s Dollhouse: The Movie, alongside new seasons of the hit series debuting on Netflix this year, Posh Paws is set for a fantastic year. New plush characters inspired by the movie will join the core line, including the Gabby’s Dollhouse Plush Playset and a mini expansion pack with three additional squishy cats.
Ahead of Wicked: For Good coming to cinemas on 21st November, Posh Paws will be releasing adorable plush versions of Elphaba Thropp and Glinda the Good in 10” sizes, dressed in their iconic outfits from the first film.
Hasbro’s Power Rangers is one of the longest-running kids live-action series in television history, with 30+ years behind it and more than 900 episodes aired to date. This globally iconic franchise has been inspiring fans since 1993 with its action-packed adventures, teamwork and diversity. The Power Rangers story follows five ordinary teens chosen to receive abilities that turn them into alien-fighting heroes.
The debut of the core toy line, Mighty Morphin Power Rangers: Re-Ignition, marks the initial collaboration between brand owner Hasbro and Playmates, to be distributed in the UK by Character Options. This will include an innovative product line, partnerships and new digital and enhanced content supported by an extensive marketing programme designed to engage a new generation of kids.
The core Mighty Morphin Power Rangers: Re-Ignition toy line is designed for kids aged four and over and will begin rolling out at retail in autumn 2025. The first wave includes: Auto-Morphin Figures, which see each Power Ranger morph from teenager to Mighty Power Ranger hero with the press of a button; Combinable Dinozords that can come together to form the Megazord; Power Morpher, complete with all five of the Power Ranger Power Coins and over 40 sounds and phrases; and Blade Blaster, which starts as the Power Ranger Blaster and then morphs into the extended Sword. The Blade Blaster has over 20 sounds and phrases and includes lights with every blast.
GuiGui
MooseToys
01637 882 200
www.moosetoys.com
Moose Toys is setting out to disrupt the craft aisle this spring with new beauty-inspired slime brand Gui Gui. The groundbreaking concept merges two top industries: the $33.9b (and growing) beauty industry and the increasingly popular slime industry to create this year’s must-have item. With #slime having been viewed more than 78b times on TikTok, Gui Gui, launching this month, mimics the textures, scents and colours popular in beauty products and parlays them into an ageappropriate, multi-sensory slime experience.
To unbox Gui Gui and elevate their slime styling, kids can follow five simple steps: unbox like an influencer to reveal the scented slime; mix in the booster to add texture and take their slime to the next level; glow up the slime with surprise charms designed to add a touch of individuality; discover the blind collectible figurine and place it atop the slime creation. There’s a touch of sparkle to complete the final look, then the creation can be displayed in one of the four cosmetic-grade jars. The jar can be sealed to keep the slime fresh for continued play.
Gui Gui’s initial launch will feature Single Packs in four texture collections – Gloss, Clear, Butter and Cloud – each available in an array of colours with corresponding scents (such as coconut waves, jasmine and sweet citrus) that enhance the sensory experience. While consumers will be able to choose the slime texture at purchase, the colours, scents, charms and collectible figurines will remain a surprise until unboxing. There are 13 varieties to collect, including one Limited Edition release with only 1,000 to be found.
After a debut at Walmart, supported by a strategic integrated marketing plan featuring innovative point-of-sale activations, Gui Gui will launch in the UK in July.
Ranked at skill level one, the Eurofighter Typhoon FGR.4 Starter Set in 1:72 scale is now available within Airfix's Starter Set range - designed with the beginner in mind. Once completed, the newly moulded kit measures an overall length of 220mm and 153mm in width, containing 43 pieces. The kit includes a shadow display stand, allowing modellers to proudly display their finished build on its bespoke stand. This Starter Set also includes all the necessary acrylic paints, poly cement and paint brush to complete the model.
Forming the backbone of the modern Royal Air Force, the Typhoon has been continually upgraded throughout its service life and is a far more capable aircraft today than the one which first arrived at RAF Coningsby back in 2006. Now a familiar sight in Britain's skies, the Eurofighter Typhoon is the RAF's current airspace defender and, whilst it entered service back in 2006 as a dedicated air superiority fighter, this fourth-generation combat aircraft has proven itself to be much more than this.
Now described as the world's most advanced swing-role combat aircraft, the Typhoon has developed into a true multi-role platform and arguably one of the most effective combat aircrafts in service today, equally adept at undertaking reconnaissance and precision strike missions as it is challenging the latest Russian aircraft incursion into British airspace.
Revellnewmodelkits
Carrera Revell
carrera-revell.com
Revell’s Jim Hopper’s Chevy Blazer K5 model kit is joined by a raft of other licensed kits based upon historic automotive and aviation icons.
New for 2025 and also an allnew tooling, Jim Hopper´s Chevy Blazer K5 is a Level 4, 1:25 scale model kit for intermediate builders. Featuring all of Hawkins Police Departments’ modifications, fans will find a police radio, classic lightbar and even the Sheriff’s hat included.
The Lockheed Martin F-35 A Lightning II is a Level 4, 1:72 scale model kit for intermediate builders. Featuring a boarding ladder with included pilot figure, fully detailed cockpit, undercarriage/bays and internal bomb bays, this model also comes with FOD (Foreign Object Debris) covers for the intakes/exhaust, optional Luneburg lens reflectors for peacetime operations, an optional Drag Chute housing, and a full external weapons load of bombs and missiles to enable a Beast Mode load out.
Decals will allow builders to model two different aircraft of the USAF 495th Fighter Squadron “Valkyries” based at Lakenheath Air Force Base, a 313 Squadron aircraft of the Royal Netherlands Air Force, or a speculative Luftwaffe aircraft (plus additional low-viz national flags) as previewed at the 2024 ILA Berlin air show, to mark the type’s introduction by Germany from 2026 onwards.
Revell’s BAe Hawk T.1A RAF Red Arrows is a Level 5, 1:32 scale model kit for advanced builders. Officially licensed, the completed model is an impressive 368mm long with a wingspan of 294mm. Additionally, there is also a Level 3 version of this aircraft in smaller 1:72 scale.
Revell’s replica Mercedes-Benz SSKL is a Level 4, 1:32 scale model kit for intermediate builders, the completed model being an impressive recreation of this classic of endurance road racing and a true motoring icon.
In addition, both Kit-only and Model Set versions will soon be available in the same 1:32 scale for the following; Porsche 917/10 (Level 4), Surtees TS16/03 (Level 4) and the Tyrrell P34/2 6-wheeler (Level 5).
All new releases (except the 1:32 Red Arrows Hawk – Kit-only) are available in Kit-only or Model Set formats with included Contacta Professional glue, a paintbrush and selected Aqua Color water-based paints.
GlowAction DiamantToys
Glow Action is a new and interactive way for kids to engage with their creativity. It provides children with the ability to create light-up animations by tracing or drawing their own storyboards, combining art with technology. The two images become an animated creation and come to life as they are lit up.
With six storyboard characters to choose from, children can let their imaginations run wild as they learn and master bringing their drawings to life. The inclusion of three special colour markers allows for vibrant creations and true animation, and the eraser cloth ensures they can easily make adjustments or start fresh when inspiration strikes.
Glow Action not only encourages artistic skills, but also introduces basic storytelling and animation concepts, making it an educational and fun activity for kids. It’s perfect for playdates, art parties, art projects or simply a creative afternoon at home.
LegoSuperMario:MarioKart
The Lego Group has unveiled the latest addition to the Lego Super Mario collection: the Mario Kart – Mario & Standard Kart set. For fans of the iconic Mario Kart series from Nintendo, this detailed, build-anddisplay model offers a captivating building experience and a dynamic way to showcase the brickbuilt Mario in his Standard Kart.
This 1,972-piece set allows builders to recreate Mario in his Standard Kart and features a posable figure with a movable head and arms. The included stand enables fans to display the kart at dynamic angles as if Mario is speeding through a high-stakes race or drifting in true Mario Kart fashion.
The Lego Super Mario: Mario Kart set provides a fun and rewarding building experience, designed for both seasoned enthusiasts and newcomers to the brand. Step-by-step instructions are available both in the box and on the Lego Builder app, which offers intuitive tools like 3D rotation and progress tracking for an interactive building experience.
Once complete, the Mario Kart set makes a bold statement, whether as part of a game room, living room or office decor.
The Lego Super Mario: Mario Kart will be available for purchase from 15th May 2025.
CatanSixthEdition
Asmodee
01420 593 593 • www.asmodee.co.uk
Celebrating its 30th year as one of the most recognisable and iconic games of the 21st Century, Catan is unveiling a fresh, new look. Featuring a new, more convenient square box shape and new artwork by artist Quentin Regnes, this update - with the new card organisers and the square box shape - streamlines the whole experience.
With over 45m copies sold worldwide so far, Catan Studio has been faithful to the original fans with this redesign. The colours are more vibrant, but the feel remains truthful to the original game, and the play pieces are slightly enlarged to improve pickup and moveability. This improvement also calls for a new insert that’s topped off with new eco-friendly packaging.
Originally released in 1995 as Settlers of Catan, this sixth innovation of the classic not only updates the look of the game but makes the rules more inclusive with a re-envisioned rulebook. With more up-to-date versions of the Knight cards (ladies now included), Catan sixth edition is at the forefront of modern gaming. It’s not only the base game that’s receiving an update; Seafarers, Cities and Knights and 5-6 player expansions are all following suit with the sixth edition makeover.
This new look of Catan Sixth Edition is sure to attract new players whilst delighting the original fans of this iconic franchise by retaining its tried and tested gameplay.
Pre-School
Feature Bright beginnings
Pre-School toys are essential for helping children understand fundamental concepts that set the stage for future learning and development. Gabriela Jiménez García explores the many educational and interactive licensed and non-licensed Pre-school toys set to enter the market this year.
The first few years of a child’s life, from birth until the start of school, are a crucial time for development and self-discovery. During this period, children begin to form bonds with their parents, explore their surroundings and develop essential skills, including language and communication, fine motor skills, social skills, independence, creativity and cognitive functions. These early experiences lay the foundation for the next stage of their lives, which is why the toys introduced to children at this point are important in setting them up for the world that awaits them. Pre-school suppliers design toys that will not only amuse toddlers but also encourage them to start thinking about key concepts, solve problems and even learn to hold a pen in preparation for school later on.
Zara Grindrod, Brand and Marketing director at Rainbow Designs believes that there is ample scope and opportunity for growth within the Pre-School category when focusing on these key attributes of pre-school ranges. “Developmental, educational and sensory are all elements that parents and grandparents look for in toys for their little ones,” she says. “The breadth of our catalogue ensures that we encompass all of these elements, focusing on toys that promote the early recognition of colours, letters and numbers. From our Peter Rabbit and Very Hungry Caterpillar Wooden Peg Puzzles and Dominoes to sensoryengaging Activity Toys and open-ended play sets, such as The Adventures of Paddington Campervan and Tea Set, our products spark little imaginations and promote creative play.”
The sentiment is echoed by Commotion's head of Marketing, Honor Davidson, who explains that the company's primary focus is designing sensory toys that help comfort children and promote concentration and attention during a variety of tasks. “Sensory product is still key for us, whether it's light, touch, or sound products; it was what everyone was talking about at the most recent trade
fairs. Many retailers were looking for products that can support particular needs, such as fidget toys or something that sparkled. These toys help to calm children down and re-focus them on a particular task,” she tells Toy World. The company has recently expanded its Tickit portfolio with the SiliSoft range. Made of safe food silicone and featuring a soft and flexible texture, the SiliSoft collection offers toys that are tactile and fun to hold or play with and come in earth, rainbow and neutral shades. According to Honor, the Tickit range offers almost as much appeal to adults as it does to children. She adds: “The toys are engaging and attractive to play with and still look beautiful when left on display in everyday living spaces.”
Several other suppliers are also enhancing their preschool product offerings with toys that combine fun and educational elements, appealing to children while also meeting parents' desires for mentally stimulating options. University Games is expanding its Learning Journey range with the new Lift and Learn Puzzles and the Magnetic Tray Puzzles. The tactile collection of Lift and Learn Puzzles enables toddlers to explore options such as Space, the Arctic, Colours and Shapes, the Farm, Letters and Inside Me. Meanwhile, the Magnetic Tray Puzzles, which are available in Sea Life, the Farm and Diggers themes, help pre-schoolers learn by using the magnetic pen to slide the corresponding coloured, shaped or numbered magnetic pieces along paths on the puzzle tray. Similarly, Melissa & Doug has refreshed its popular Water Wow! and Sticker Wow! Series; joining the Water Wow! portfolio are two scented Fruit and Treats sets, as well as the Water Wow! Multi-Activity Drawing Set and the Water Wow! Pen Pack, all designed to promote creativity and fine motor skills. The Sticker Wow! range of activity pads is also expanding with the introduction of Sprinkles the Purple Unicorn, Parsnip the Bunny and Stilton the Shark all joining the range this year.
Trends UK is widening its pre-school portfolio with
various new educational toys, including additions to the popular Alphablocks range and the debut of new Colourblocks and Bing ranges. Arriving this spring summer, the Alphablocks Character Playset and the Alphablocks Jigword puzzle are both designed to help children develop and strengthen their literacy skills, and the interactive Bing Flip & Learn Phone aims to help children develop number recognition and problem-solving skills through sound effects and activities. Likewise, Toys2market is incorporating new educational ranges into its pre-school collection, with the introduction of a new prehistoric-inspired range featuring a dinosaur pull-along and push-along, a volcano bead maze, a motor activity cube with five playable surfaces and a selection of games to test fine motor skills and coordination.
In addition to seeking toys that foster essential skills, many parents and grandparents are interested in classic and durable toys that can be passed down through generations. Rainbow Designs’ Zara Grindrod explains that the trend of ‘forever toys’ is gaining momentum. “It has been highlighted recently that only 30% of the pre-school market value comes from new products, with significant growth driven by established brands,” she says. “Our catalogue features a wide range of licensed properties that have proven their timeless appeal. We couple classic characters such as Peter Rabbit, Paddington and Disney’s Winnie the Pooh with high quality fabrics and durable plush designs and pride ourselves on creating forever toys that are being loved and treasured before being passed on to future generations.”
Casdon’s Managing director, Phil Cassidy, agrees that nostalgia plays a big part in consumer choice, with parents often selecting cross-generational toys that remind them of their own childhoods as well as allowing them to connect with their children during playtime. “A classic play pattern not only stands the test of time, but also serves as a bridge between generations, allowing parents and grandparents
Feature Pre-School
to immerse themselves in the child’s world, playing chefs or shopkeepers,” Phil tells Toy World. He adds: “Like any brand that has been going as long as we have, we have our core products which continue to stand the test of time, including our Dyson range and Henry and Hetty vacuums. I am a strong believer in the power of nostalgia and, as many of today's parents once played with their very own Casdon toys, there is a desire to bring the same fun and enjoyment to their children too.”
Casdon balances its more traditional ranges with newer introductions; these include the new Build-A-Bear Workshop Stuffing Station, which won a Hero Toys award at this year’s London Toy Fair. “It’s the first time that we’ll be entering the plush category, with a brand that is loved by both parents and children,” says Phil. “We can’t wait to see little ones enjoying building their very own bears in the comfort of their own home.” The company is also launching a new licensed range with Heinz, working hand-in-hand with the brand to bring realistic miniature versions of household staples such as the classic ketchup and vinegar bottles, and British classics such as fish & chips, to play kitchens all over the UK.
Licensed products continue to perform well, making up 35% of the overall toy market last year according to Circana, and the Pre-school category is bursting with new licensed product based on popular TV and movie franchises including Bluey, Lilo & Stitch, Paw Patrol, Peppa Pig and Gabby’s Dollhouse.
VTech’s UK Marketing manager, Rebecca Lazarus, underlines that licences remain a key driver of sales and says she expects this growth to continue in the pre-school segment this year. She tells Toy World that the company is broadening its 2025 range with new licences such as Dora
and Stitch, while also adding new products into already successful licensed ranges based on Paw Patrol, Peppa Pig and Bluey. Autumn winter 2025 will see new items join the Bluey collection, including Dress-Up Bluey, where children can play pretend by mixing and matching different accessories from the show, and Dance Mode Chattermax, where children can interact with Bluey’s favourite toy from the show, in real life.
As anticipation continues to build for the Bluey movie set to premiere worldwide in 2027, plenty of other suppliers are also updating their pre-school ranges with Bluey-themed products. Moose Toys has announced the latest addition of the Bluey Dump Truck play set, the Bluey Mini Racers range of pocket-sized vehicles, the Bluey Hide and Seek Game and the Bluey Tile Town Heeler Family Home Set to its portfolio. Carrera Revell is also responding to the increasing demand for Bluey product by expanding its collection of licensed slot racing sets. This expansion will include new race vehicles featuring Bluey and her sister, Bingo, set to launch this year.
Meanwhile, this year, Gabby’s Dollhouse: The Movie is expected to be a hot release and is already generating enthusiasm amongst pre-schoolers. Spin Master and Posh Paws are updating their portfolios with new Gabby’s Dollhouse product; last month, Spin Master announced the renewal of its global master toy licensee agreement with Universal for the Gabby’s Dollhouse brand and has unveiled a new toy line based on the upcoming movie. New to the portfolio is the Meow-mazing Interactive Dollhouse, featuring new LCD interactive eyes and buttons which showcase the Gabbycats, who provide interactions, games, guided play and storytelling. Also joining the company’s line-up is the Kitty Care Ear Purrfect Playroom, a 17-piece
play set featuring a Gabby figure, three baby kitties and more surprises. Posh Paws has also incorporated new additions to its Gabby’s Dollhouse range, including a Marty Party Cat and Hamster Kitty plush, and two new movie plush cats that will be available from August.
After announcing the big news that Mummy Pig is pregnant with her third piglet, 2025 looks to be a big year for Hasbro and the Peppa Pig brand, with fresh content unveiling Baby Pig’s gender, name and arrival set to roll out throughout the year, along with a host of special events and new products.
Hasbro’s brand-new collection of Peppa Pig toys includes the Peppa Pig Peppa’s Family of Five set,; the Peppa Pig Peppa's Big Family House play set and Peppa Pig Peppa's Big Family Car. The Peppa Pig Oinks & Snuggles Baby interactive doll is also being added to the line-up, allowing children to activate 20 different sound effects and care for Baby Pig.
Little ones won’t be left out of the F1 and superhero hype this year. While these IPs are typically aimed at teens and adult fans, they are increasingly being introduced to a younger demographic by parents who hope that their children will develop a love for the same brands they enjoy and continue finding them relevant as they grow up. Lego has unveiled a new Formula 1 set under its Duplo brand, in time for the F1 movie coming out this June. Meanwhile, Mattel is launching all new play sets from DC Super Friends under the Fisher-Price brand and has announced that new items will be launching under the Imaginext brand, in line with the upcoming Superman movie arriving this July.
Over the next few pages, Toy World looks at the newest pre-school toys to hit the market this year.
Pre-School Tomy
01392 281 927 | www.tomy.com
Tomy’s upcoming releases, spanning both the Toomies and John Deere pre-school lines, promise engaging play experiences designed to captivate young imaginations while enhancing developmental play.
Leading the charge in the bath toy category, Toomies is expanding its bestselling Bluey bath range with two new additions. First up is the Shower & Scrub set, a role-play item that allows little ones to engage in fun, interactive bathing routines just like their favourite Bluey characters. This engaging set encourages imaginative storytelling while promoting essential life skills through play.
Another addition is Bluey’s Water Slide, bringing even more action-packed fun to bath time. Featuring a playful slide and water-splashing effects, this new product lets children recreate their favourite Bluey moments while enhancing sensory and motor skills.
Toomies is also introducing the Bubble & Brew Bath Set. This whimsical addition allows children to create a pretend tea party in the tub, featuring playful accessories that incorporate bubble and foam play for an extra layer of sensory fun. This joins the newly launched Spin & Splash Dishwasher, which debuted in February. These new products reinforce Toomies' commitment to delivering high-quality, interactive bath toys that turn everyday routines into engaging playtime experiences.
Beyond the bath, Tomy continues to drive innovation in the role-play category with new additions to its popular John Deere pre-school range. Set to hit shelves this month, the expansion introduces a variety of role-play items designed to bring outdoor play to young adventurers. Among the standout new releases is the Bubble ‘n’ Go
Mower, a fantastic bubble-blowing lawnmower that lets kids mimic grown-ups while enjoying active outdoor play. Combining the beloved John Deere aesthetic with the joy of bubble play, this product is expected to be a hit with pre-schoolers and parents alike.
Tomy is also building on the phenomenal success of last Christmas’s showstopper, AirToobz, with the launch of a new add-on: the AirToobz Whirlwind Accessory Pack. Designed to elevate the interactive air-powered play experience, the pack includes a Windsock and a Spinning Wheel, adding an extra layer of visual excitement as children experiment with airflow and motion. The set includes ten additional balls, ensuring even more opportunities for high-energy play and creative exploration. With this new expansion, AirToobz continues to reinforce its status as a standout in the pre-school toy space, offering endless fun while fostering STEM-based learning.
These new products will be hitting shelves over the coming months, bringing even more joy and discovery to young learners.
Carrera First has a collection of licenceled slot racing sets and RC for ages three and up. From Mario Kart with Mario and Luigi in their distinctive race karts to Spidey and his Amazing Friends with Spidey and Spin in their Spidermobiles, Batwheels’ Bam and Red and a re-vamped Paw Patrol (Chase, Marshall and Rubble - set dependent) with bold new graphic style, there is a wide variety to choose from. Bluey also joins the line-up later this year with race vehicles depicting Bluey and her sister, Bingo.
The First racetrack couldn’t be easier to use, assembling in minutes using a simple push-fit mechanism, also disassembling just as easily for transport or storage. The signature-blue track incorporates flyovers, vehicle-actuated flippers and a narrowing chicane to catch out the unwary. Licence-specific trackside banners can be placed where users want. The track is modular and can be re-configured into different layouts, whilst vehicle controllers are specially shaped to suit smaller hands. For convenience, First racetracks are battery-operated, so users have ultimate flexibility in where they set up indoors and play. With the enlarged Paw Patrol - Race ‘N Rescue set, flippers are replaced by turnstiles, and there are additional buttonoperated games with corresponding light and sound effects – racers can even play the theme tune. In RC, Carrera Revell is introducing Batwheels Bam, the sentient Batmobile from Gotham City. This 1:20 scale 4-wheeled crime fighter features working lights, can switch between Bam and Batmobile modes, has an included Batman figure and the Batwheels-themed controller plays sounds and can project the Bat-signal onto surfaces. 2.4GHz full-function radio control ensures interference-free running. Also available, the First RC Racer is a traditional buggy design with smiley-face bumper, working lights and sound.
With a commitment to quality, innovation and play-based learning, Commotion’s Tickit brand includes early childhood toys to provide opportunities for young children to explore, discover and extend essential skills. These thoughtfully designed toys cater to a variety of developmental needs, including sensory exploration, fine and gross motor skills, cognitive development and imaginative play.
The Tickit range is developed with educational integrity at its core. Working in collaboration with early years specialists, the in-house product team designs products to encourage hands-on learning through play, fostering curiosity and creativity in young minds. The brand has a stringent approach to product safety, meeting the highest international toy safety standards (EN71 and ASTM) to ensure the range is durable and child friendly. All products are certified non-toxic and made of solid wood from sustainably sourced managed forests - including an expanding FSC-certified wood range. Composite wood is formaldehyde-free. The company’s packaging also uses recycled and recyclable materials, and activity guides are printed with biodegradable soy ink.
One of the key areas for supporting early childhood development is in Sensory Exploration. Many Tickit products incorporate gently appealing colours, varied textures and materials, engaging shapes and intriguing sounds to stimulate children’s sensory experiences, aiding cognitive and emotional development. With a focus on open-ended play, Tickit toys align with Montessori and STEM principles, encouraging problem-solving, critical thinking and independent learning. Signature sensory lines include Light Panels and Translucent Colour accessories – for exploring colour mixing, light play and early construction and maths skills. The stainless steel Sensory Reflective range encourages tactile, visual sensory and auditory exploration while promoting motor skills. Mirror Trays, Mirror Blocks and Exploratory Mirrors are made with smooth safe acrylic, providing a unique reflective surface that encourages self-awareness, symmetry exploration and pattern play experiments.
The Discovery Range is a perfect example of the Tickit brand USP: adaptable products that work with other popular toybox favourites, but that are also designed to be combined with other Tickit lines to continually captivate young learners - holding their attention, inspiring creative development and offering opportunities for interacting with friends and family through play. These include the themed Discovery Dividers (Castle, Jurassic, Space and Town) combined with wooden small world play sets like Enchanted Figures, Dinosaurs, Space Adventure, Woodland Trees & Wooden Vehicle sets. These can be played with inside a light-up Sensory Mood Discovery Table with the addition of a matching themed Discovery Play Mat and sparkling gem-like accessories, creating an ever-evolving world of discovery and learning.
With increasing demand for STEM-based and sensory-rich toys, parents and educators are actively seeking durable, safe and developmentally appropriate resources. Combined with Commotion’s marketing expertise and retailer support, Tickit toys promise strong sell-through rates, low returns and repeat sales.
Bladez Toyz’ first to market toy range for the hit new pre-school animation show Mojo Swoptops will be hitting stores later this year. The show successfully debuted in the UK on CBeebies in October 2024 and broadcasting partners have already been confirmed across the globe, including in Canada, Australia and the Nordics.
Following the adventures of Mojo and his sidekick Bo, Bladez Toyz’ innovative hero line captures the excitement of the programming. The Mojo Monster Truck My First RC is inspired by one of the most iconic ‘tops’ from the first season – the monster top - and will bring the adventures around Swoppiton to life for young fans. Standing at over 20cm tall with giant size foam tyres and a removable play figure, Mojo and Bo will be able to take on the toughest terrain to help their friends around town. This My First RC is perfect for little hands, with a chunky controller featuring easy-to-use buttons, shaped like the iconic control pad seen in the Swopshop HQ.
Alongside Radio Control, the new range will include an assortment of pocket money vehicles made from wheat straw plastic. This eco-friendly alternative range will include a selection of vehicles seen in the first season, including fire top, dozer top, chopper top and dumper top, allowing kids to recreate their favourite episodes.
Also featuring in the launch range will be the iconic Motorised Track Sets where preschoolers can focus on problem solving with the jumbo-sized puzzle pieces and a motorised Mojo vehicle. Ideal for improving dexterity and hand-eye coordination, kids can plan the route from dozens of combinations, before setting Mojo off on his adventures around Swoppiton.
Complementing the vehicles range will be a selection of Arts and Crafts lines, including the best-selling Bumper Activity Set featuring over 300+ pieces for hours of creative fun. Including stampers, colouring sheets and sketch pad, stickers, washi tape and pencils plus much more, the set will come in novelty packaging shaped like Mojo which doubles up as storage with a handle for on-the-go fun.
With vibrant designs, endless combinations and a focus on problem solving and friendship, the new toy range will capture the essence of this new pre-school licence. Pre-schoolers will be able to bring to life the mischievous sense of fun that Mojo and Bo bring to every challenge as they explore the world around them.
Embracing the limitless possibilities of open-ended play, Connetix is an ultimate educational toy inviting young minds to explore, create and discover their potential, one build at a time. At the core of the brand is a powerful vision to champion learning through play that’s driven by a passionate team of educators and industry experts, committed to inspiring lifelong learners and nurturing children’s development.
The Rainbow Mega Pack is recognised as the gold standard in Connetix collections, offering mega play and learning value. With more than 200 pieces to explore, including large squares and hexagons, plus two car bases, this dynamic open-ended toy brings imagination to life as children create their own inspired builds from tall castles to small world cities, life-sized ice cream shops, transporter trucks, zooming racetracks and so much more. Encouraging the discovery of a wide range of STEAM concepts whilst strengthening essential MESH skills such as resilience, communication, self-regulation, perseverance and problem-solving, the Rainbow Mega Pack has been designed to help children to thrive in the early years and beyond.
With opportunities to build bigger, more complex designs, children can challenge their skills at every stage and adapt play to suit their unique interests and abilities - providing a toy that grows with children as they learn and develop. The size and endless versatility of the Mega Pack makes it the perfect choice for families wanting to build epic Connetix creations together and connect all ages through play.
With a focus on providing new ways to enjoy Connetix and extending the scope of construction play, the award-winning brand continues to innovate and grow its compatible range. The newly released Roads
Range stars a sleek black tile devoid of lines, offering so much more beyond just roads, inviting children’s storytelling and the nostalgic charm of small world play. Community members hailed The Rectangle Packs as the biggest gamechanger for aspiring builders, providing unmatched strength and stability to create taller towers, bigger houses, multi-levelled carparks and more. The Ball Run Expansion Pack promotes visual tracking, sensory exploration and STEAM learning for the whole family. The dimensions in The Shape Expansion Pack transform collections to create pizzas, cakes, butterflies, mandalas and more – unlocking a new world in imaginative play.
The Puppet Company
01462 446 040 | sam@thepuppetcompany.com
The Puppet Company continues to grow its best-selling Eco Sockette collection this spring. As one of the most popular ranges the company has ever designed, these are playful hand puppets featuring lovable characters in unique colourful designs. Perfect for pre-schoolers, these are easy to use for children (and adults) of all ages and are the ideal companions for imaginative play. Brilliantly colourful, larger-than-life characters, these long-sleeved knitted puppets are soft, friendly and full of personality. This year sees the introduction of Bobby, Flint, Squelch, Twinkle and Wilma as the newest arrivals; featuring Unicorn and Swamp Monsterinspired designs alongside Fireperson and Policeperson characters, there is something for everyone in this unique collection. Universally appealing, the latest arrivals are expected to be big hits, and have been designed to enhance story time and playtime with roleplay, increased creativity and imagination.
Not only are the Sockettes eye-catching, but highly functional too. Helping to develop core skills, including fine motor skills and social skills, the Sockettes encourage interaction, speech and language development in young children and help develop the skills needed to create and deliver imaginative storytelling. With air-filled squeakers in the tongue for added play-value, children will enjoy making them ‘talk’, inspiring creative and sensory play. Specifically designed to be as accessible and inclusive as possible without compromising on quality, all of The Puppet Company’s products encourage creativity, role-play and fun. Tested to the highest safety standards and now made from recycled materials as part of the brand's continued sustainability journey, the fabulously fun creations work brilliantly alone, but are even better when used with other Sockette friends.
The brand is also pleased to introduce Hope as a truly special new Sockette – a new fundraising puppet proudly designed in collaboration with The Brain Tumour Charity. This brand-new puppet has a truly special place in the hearts of the family team behind The Puppet Company. Following the tragic loss of co-founder, Peter, to a stage 4 glioblastoma in 2021, the family were inspired to honour his legacy with the creation of this charming puppet that will give back. For every Hope Sockette sold, £1 will be donated to The Brain Tumour Charity to help fund life-saving research and support services. Hope is more than a puppet - it's a symbol of love, kindness, support, resilience, the power of community and, most importantly, hope that someday a cure can be found.
With the new Sockettes including Hope now available, and more designs underway to meet demand, the family business continues to build on its founding motto – ‘Have a puppet, have fun.’
Pre-School Spin Master
01628 535 000 | www.spinmastertoys.co.uk
Pre-schoolers and their parents can look forward to new launches from some of Spin Master’s most popular pre-school brands, including Paw Patrol, Gabby's Dollhouse and Vida the Vet, set to arrive this month. Fans can re-live favourite moments from the newest season of Paw Patrol with the show’s latest theme, Air Rescue. The Air Rescue Themed Vehicle Assortment features Pup royalty: Chase, Skye and Marshall. Standing at over 5cm tall in Air Rescue uniforms, each pup comes with unique features to help them, and little ones, save the day. Skye’s Hero Claw Toy Jet is on a mission to save the bunny toy figure, which can be done by pushing a button to extend the claw, scooping the bunny into the rescue basket and flying to safety. Chase is in his Hero Helicopter Toy featuring two rescue projectiles, and Marshall’s Hero Hydro Plane Toy comes with disks to launch at enemy targets. Each pup can also be bought individually.
Paw Patrol fans can also create thrilling adventures with the Adventure Bay Airport Playset. Standing over 30cm tall, this play set features more than seven play areas as well as three Paw Patrol pups ready to be launched on their missions to catch their nemesis, Mayor Humdinger. When it’s time for action, they can head over to the command centre to view the mission monitor and attach their Paw Patrol toy car to the incredible rotating flight arm to spin it around to catch Humdinger before it’s too late. After completing the rescue, they can roll into the carwash to give their vehicle a sparkling clean finish before heading to the petrol station to fill up in preparation for another high-speed rescue.
Paw Patrol fans can expand their universe and step into the world of Rubble and Crew with the help of the Growlin’ Grub Food Truck, perfect for kids aged three and up. The play set features working wheels, articulated doors and a toy storage compartment, combining construction and culinary adventures. The set includes an exclusive Grandpa Gravel figure, kitchen accessories and two types of Kinetic Sand for creating mess-free toy food and building blocks. Pre-schoolers can also use the circle-saw pizza cutter and moulds before storing everything away neatly in the truck.
Gabby’s Dollhouse fans will enjoy babysitting adventures with Gabby and the baby kitties in the new Kitty Care Ear Purrfect Playroom. This 17-piece play set features a Gabby figure, three baby kitties and more surprises. Young children can also explore the world of Gabby’s Purrfect Celebration Doll’s House, a 60cm-tall rainbow-themed doll house. This range includes a Gabby Girl toy figure, dollhouse furniture and ten accessories, including the kitty-themed toilet, a piano, DJ table and much more. Parents can scan the QR code in the Dollhouse Delivery to unlock a reward in the free Gabby’s Dollhouse App, available on iOS and Android. The Gabby’s Party Room Playset includes exclusive 10cm Skater Gabby and Skater Marty, plus the Party Cat toy figure with working skates. Children will also enjoy the Celebration Figure Gift Set, which features Gabby and her favourite kitties: Pandy Paws, DJ Catnip, Catrat, Pillow Cat and Kitty Fairy.
Vida the Vet’s debut toy range offers educational play and harnesses the imaginations of wannabe vets, and children can keep Vida by their side wherever they go with the Vida Toddler Doll. Standing at 33cm with her iconic, red, rooted hair and big, expressive eyes, Vida features true-to-show styling. Her outfit includes a removable doctor’s smock, boots and a stethoscope, as well as five points of articulation. Also forming part of the range is the Sweetwood Cosy Care Clinic playset, which stands at over 30cm tall and includes Vida and Sunny action figures and vet kit accessories. Vida’s Vet Bag is another addition featuring five sensory toys including an electronic stethoscope, a thermometer and a reflex hammer. It also includes a Popcorn plush toy, a patient chart and a sticker sheet.
Small Foot has introduced a new dinosaur theme into its wooden toy range for this year that aims to delight pre-schoolers as they learn and develop through imaginative play. Highlights of the prehistoric-inspired collection include a dinosaur pull-along and push-along, a volcano bead maze, a motor activity cube with five playable surfaces and a selection of beautiful games to test a child’s fine motor skills and coordination.
The Dino Balancing Game challenges young children to stack the eggs so they don’t fall off, and the Dino Memory Puzzle comes with surprise dinosaurs underneath beautifully crafted egg puzzle pieces.
The Dinosaur Wooden Building Blocks set boasts a large selection of differently shaped blocks, including six dinosaur figurines and two dinosaur eggs to encourage storytelling, all housed in a handy storage tub.
Small Foot is also adding a new activity board to its range. The new Motor Activity Board focuses on the world of electronics and electronic switches and buttons. With 21 LED lights and eight switches, the board is equipped with various knobs, toggle switches, an ignition key and a plug to help children understand the most common types of switches and hone their motor skills.
The new Magnetic Magic Cat Board comes with a stylus pen, cat eye stamps and a carry handle for on-the-go fun. Once an artwork masterpiece is finished, it can be erased with the slider to start all over again. The new Picture Sorting Box helps children’s recognition as they work out which motif disc to insert into the box to match the picture on top.
There is also a new look to Small Foot’s workshop-inspired role-play toys, with refreshed colours. Realistic tools and sturdy wooden building elements can be used at the new workbench and stored in their tool backpack. Two new toolboxes and a tool belt with accessories are also available.
Pre-School Halilit
01254 872 454 | sales@halilit.co.uk
Lighting up its pre-school selection, Halilit is introducing Glo Pals, the collectible bath time and sensory social media sensation. Already selling millions of units in the USA, this innovative sensory play brand is now available in the UK.
Glo Pals features six collectible companions, each paired with colour-coordinated lightup cubes that activate when placed in water, illuminating their adorable faces. Kids simply drop a light-up cube into the water and watch it glow, then give it a little shake to dry. The six different colours are ideal for creating different moodschildren can enjoy Party Pal’s colour-changing glow for bath time or opt for their favourite tranquil colour to create a calming environment.
Following the highly successful social mediadriven marketing strategy seen across the Atlantic, Glo Pals’ UK launch will also receive extensive influencer support to build brand awareness. To maximise retail impact, the collection arrives in handy shelf-ready displays, with the option of an eye-catching countertop display featuring an LCD screen or lenticular image—ensuring that every child will soon know the magic of Glo Pals.
Alongside the characters and cubes, the Glo Pals Sensory Jar is available in four different colours, and glows beautifully when filled with water, offering a portable, calming space for children aged 18 months and up. With an ergonomic handle for easy carrying and the ability to change light colours by tapping the jar, this innovative product is perfect for both creative play and to help regulate moments of sensory overwhelm.
The Jellystone Designs collection continues to go from strength to strength with the DIY Calm Down Bottles rapidly becoming established as bestsellers. These customisable bottles, available in themes such as Unicorns, Galaxy and brand-new Glow in the Dark, allow children to create their own mesmerising sensory experience. Once water is added, children can watch the soothing drift of treasures, helping them regain focus, composure and calm. These easy to carry calming aids can be refilled endless times with a choice of ready-made refill kits or a child’s own choice of contents. To support retailers, Halilit is pleased to announce the imminent arrival of CDUs for the Calm Down Bottles which will allow for even easier display in stores. Core pre-school ranges such as Halilit Music and Edushape also offer retailers a great opportunity to help pre-schoolers learn through play, with impulse-led items such as the Egg Shakers and Maracitos, Mighty Fliers and Mighty Minis.
Trends UK
www.trendsuk.co.uk | sales@trendsuk.co.uk
Trends UK is expanding its award-winning portfolio with a host of new educational toys, including fresh additions to the popular Alphablocks range, as well as the debut of Colourblocks and Bing ranges. The company is also expanding the best-selling Paint Pop range with creative new sets.
This spring, the company is launching the Alphablocks Character Playset, featuring 26 characters, one for each letter of the alphabet. These characters bring words to life and help children develop early literacy skills, from learning letter sounds to reading confidently. Coming this summer, the Alphablocks Jigword puzzle set will engage kids with alphabet activities that strengthen their literacy skills while keeping them entertained. Both products are ideal for children aged 3+ and offer great year-round value.
Numberblocks continues to be a popular range, with items such as Clip & Learn that offers four clip-on sheets with 12 fun-filled activities, helping children explore concepts like odd and even numbers, addition and more through voice and sound effects. The Numberblocks Mini Tablet remains a favourite, offering learning on the go with simple activities focused on counting and basic math skills for children 3+.
The brand-new Colourblocks range is designed to take children on a vibrant learning journey. Inspired by the global hit show, Colourblocks encourages creativity and colour exploration for young learners aged 3+. This spring, three new sets will launch: the 6 Character Paint Stick set, which offers mess-free creativity with glide-on paint sticks; the Stamp, Colour and Paint Stick Fun Pack and the Paint, Draw, Stamp and Stick Set for hours of creative fun.
Fans of the popular Bing TV show will love the new Bing Flip & Learn Phone, an interactive toy that helps children aged 3+ with number recognition and problem-solving skills through engaging sound effects and activities - a perfect blend of learning and play.
Trends UK’s award-winning Paint Pop range is also expanding with new sets, including the Glow in the Dark Pebble Painting Set, and the Blow Pens Activity Set which lets children create airbrushed art. Also new this spring is the Big Activity Set, offering loads of accessories and hundreds of activities to fuel creativity for hours.
These new products make Trends UK’s collection more engaging than ever, encouraging learning and creativity for all ages.
Pre-School Hasbro
0208 569 1234 | www.hasbro.co.uk
Hasbro revealed big news for Peppa Pig and family with the announcement that Mummy Pig is pregnant. The news was revealed exclusively on Good Morning Britain in the UK and has since gone viral across the globe with countless media articles and millions of social engagements. The family’s expansion will be showcased in the episode Peppa Pig The Big Announcement on Milkshake.
Children will be able to experience all-new adventures with Peppa Pig’s growing family through a collection of toys showcasing the new family of five. The products, which will launch later this year, include The Peppa Pig Peppa’s Family of Five toy set. This toy set comes with Daddy Pig, Mummy Pig, George, Peppa and Baby Pig in carrier so the new addition can join the family on their everyday adventures. Kids can put the carrier on Mummy or Daddy Pig and recreate favourite scenes from the show or tell new stories of their own. The poseable figures can even hold hands for sweet family moments. The arrival of Peppa's baby sibling means the Pig family is growing—and so is their house. With Peppa Pig Peppa's Big Family House play set, kids can recreate favourite scenes from the show and imagine new adventures with Peppa, George and Baby. This large, 2-story, 7-room house play set opens up to be over 2.5 feet (80 cm) wide and is packed with accessories that kids can use to decorate and set up the house however they like. Peppa, George and Baby each have their own bedroom including a rainbow loft bed for Peppa and a dino bed for George, just like in the show. There's a bathroom, a living room, a kitchen with a fridge that opens, and a garage with a door that lifts. Baby Pig can play in the bouncer, sit in the highchair, or take a pretend nap in the cradle. The Peppa Pig Peppa's Big Family House toy set includes Baby Pig, George and Peppa figures, and users can look for additional figure sets inspired by favourite Peppa Pig characters.
Also getting bigger is the family car. Peppa Pig Peppa's Big Family Car comes with two figures, Peppa and her baby sibling. Kids can open and close the boot, bonnet and doors, and the car's open top makes it easy to put figures in the seats. Children can pop the suitcase in the boot and install the car seat for Baby. The car can fit up to five figures (sold separately) so there's room for the whole Pig family.
Once Peppa Pig's new baby sibling is here, kids can recreate their favourite scenes from the show with the Peppa Pig Oinks & Snuggles Baby interactive baby doll with accessories. Users can activate over 20 different sound effects by giving baby the pretend pacifier or bottle, bouncing baby up and down, or laying baby down for pretend naptime. Accessories like a playmat, bib and baby blanket add to the nurturing play. Peppa Pig toys like Oinks & Snuggles Baby make great gifts for girls and boys aged three years and up who love the animated series or who are becoming an older sibling themselves.
University Games
0207 254 0100 | www.university-games.co.uk
University Games offers an extensive pre-school range of educational games, puzzles and toys to help young children learn whilst having fun. The Learning Journey range provides retailers with an award-winning selection of Games, Puzzles, Electronic and Sensory educational pre-school toys, alongside University Games’ comprehensive licensed pre-school range that features some of the most popular evergreen characters from children’s storybooks.
The Very Hungry Caterpillar, The Tiger Who Came to Tea, Mog The Forgetful Cat, The World of Dinosaur Roar and We’re Going on a Bear Hunt are just some of the much-loved characters featured in University Games pre-school games and puzzles portfolio. The educational formats in many of these ranges include a 24-piece Floor Puzzle, 4-in-1 Puzzle Set, Card Game and double-sided educational board game, which have all been designed to help strengthen fine motor skills as well as independent thinking, matching and turn taking skills.
New to the Learning Journey range for 2025 is a series of Lift and Learn Puzzles. These tactile, colourful Lift and Learn Puzzles will see little ones explore Space, the Arctic, Colours and Shapes, the Farm, Letters and Inside Me. These chunky puzzles are made from 78% recycled paper and soy-based inks. Pre-schoolers can also learn their colours, numbers and shapes with the Sort and Learn Magnetic Puzzles. Supporting a new, trending play pattern, the colourful Magnetic Tray Puzzles help pre-schoolers learn by using the magnetic pen and sliding all the corresponding-coloured, shaped or numbered magnetic pieces along the paths to their correct locations on the puzzle tray. The puzzles, with themes of Sea Life, the Farm and Diggers, are made of recycled paper and are reinforced with plastic corners, along with a sealed durable plastic cover to keep all the magnetic puzzle pieces safely inside. Both these new Learning Journey ranges help pre-schoolers to develop concentration and fine motor skills as well as problem-solving skills.
The best-selling Learning Journey Match It! range, made with recycled paper and soya-based inks, has been created for the age of two years through to six years. The My First Match it! Counting Cupcakes, Heads and Tails and Dinosaur Friends, through to Match It! 3 Letter Words, ABC’s, Spelling, Counting, Mathematics and Rhyme, are two-to-six-piece jigsaw puzzles that help develop hand eye coordination, dexterity and problem-solving skills, as well as providing an introduction to letters and numbers. The puzzle pieces are self-correcting, so they only fit with their correct pair, encouraging independent play and building confidence. The Learning Journey pre-school range is completed with a selection of Electronic and Sensory educational toys, including the Crawl about Bee, On the Go Controller, Learn and Count Cookie Jar, Telly the Teaching Clock and the Pop and Discover Activity Cube.
Melissa & Doug will launch an array of new pre-school toys this year, with a strong focus on arts and crafts.
The popular Water Wow! series has seen an upgrade with the launch of two new Scented Water Wow! Sets: Fruit and Treats. Children can use the refillable, chunky water pen to colour five different boards with water, revealing delicious scents and vibrant colours on each. As pages dry, they can be coloured again and again, promoting creativity and fine motor skills. The Water Wow! Multi-Activity Drawing Set is a spring summer release that lets kids colour with water again and again. It features a built-in drawing board with water-reveal rainbow swirls for free drawing, as well as activity cards to use with the included stencils, water stamps and water pen. The zip-up travel case offers excellent storage, allowing kids to carry their favourite Water Wow! with them wherever they go. Also launching in autumn winter, the Water Wow! Pen Pack offers kids new ways to colour with water. It includes a calligraphy tip for precise drawing and writing, standard tips, a wide brush, a sprayer and a take-along cap with tether for easy portability.
Bolstering its World of Wow! offering, Melissa & Doug will expand its Sticker Wow! series in spring summer with the introduction of Sprinkles the Purple Unicorn and Parsnip the Bunny, with Stilton the Shark joining the range in autumn winter. Children can stamp their way through 24 pages of counting, matching and themed search-and-find activities. The refillable sticker stamper comes pre-loaded with a sticker stack of 300 assorted themed stickers – with 100 unique designs in every stack, each sticker is a surprise. This is the ideal screen-free and travelfriendly activity for easy, on-the-go fun.
In autumn winter, Melissa & Doug will unveil two new pretend play food sets – both of which are category firsts due to their innovation. The Flip & Fry Grilled To-Go Set and Simmer & Stir Stovetop Meal Set allow children to play chef, transforming ‘uncooked’ food into ‘cooked’ food by adding water, stirring and watching the food change colour before their eyes. With multiple food ingredients and utensils plus a handy cooking surface in each set, budding young chefs can enjoy endless interactive culinary adventures. These sets are ideal for hands-on, creative play, and make great gifts for toddlers and pre-schoolers aged 3-6.
Lisciani boasts a range of educational toys designed to support the development of pre-schoolers by seamlessly blending learning with play.
A standout in the Play Educate line is the Montessori Pen, an ergonomic writing tool designed to help children develop a correct grip, prevent posture issues and reduce muscle fatigue—an innovative step in early writing education.
Expanding on the Montessori Pen, the Montessori - Writing School is a comprehensive learning programme that guides children through every stage of early writing. This rich educational kit includes write-and-erase boards and structured activities covering drawing, preludes to writing and actual writing, ensuring a gradual and engaging learning process. With a well-researched design for both left- and right-handed, the Montessori Pen makes learning to write comfortable and enjoyable for children as young as three. The pen’s specially shaped contours naturally guide fingers into the correct position, promoting a proper grip and reducing strain. A unique visual feedback system—a smiling face that faces the child when held correctly—helps reinforce hand positioning, making it easy for parents and educators to monitor progress.
Recognising its exceptional educational value, the Montessori Pen was honoured with the Gioco Per Sempre Award 2023 in Italy, winning in the pre-school toys category—a testament to its impact in fostering early literacy skills through innovation and play.
Another highlight in the Play Educate line for pre-schoolers is Montessori - Create Words, a wooden composing board that makes learning to form words fun and interactive. The set includes 48 colourful wooden letters and over 40 word cards, guiding children through the process of sliding letters into place to create words.
This educational game enhances vocabulary, strengthens logical thinking and improves hand-eye coordination. By combining tactile play with language learning, MontessoriCreate Words fosters cognitive and motor skills while making language discovery both fun and enjoyable.
The Play Educate line also includes the Montessori- Letters and Words 2 in 1, which combines two classic educational concepts into one kit featuring magnetic letters and activity cards, as well as a special talking and glowing pen that transforms language learning into an interactive experience.
With Montessori - Letters and Words 2 in 1, children can arrange and rearrange the colourful magnetic letters on activity cards to form words, helping them connect letters to sounds, practise spelling and develop early literacy skills. The talking pen adds an extra layer of engagement by providing instant feedback. Ideal for children aged 3-6 years, it’s perfect for visual learners, as it blends tactile play with auditory cues to enhance language development.
Change the hats and glasses and Bluey will change her responses
Wagon Storage
Pre-School
Rainbow Designs
01329 233 700 | www.rainbowdesigns.co.uk
Paddington, Bing, Peter Rabbit and Mr. Men Little Miss are just a few of the best-selling and new pre-school character collections available from Rainbow Designs this year. These high-quality, engaging and educational toys feature much-loved characters, creating a playful and inspiring world for pre-schoolers.
Following the success of Paddington in Peru, now available on streaming platforms, Rainbow’s Paddington Movie range continues to thrive. This collection includes a cuddly Paddington Soft Toy, an ultra-soft Giant Paddington and a Paddington Talking Soft Toy that plays five memorable phrases from the movie. The Adventures of Paddington remains a pre-school favourite, and Rainbow’s best-selling toy range includes the award-winning Paddington Tea Set, Paddington Talking Soft Toy, 4-in-1 Dress Me Paddington and the Bessie the Campervan Play Set. New additions coming later this year include Paddington’s Football Fun and Paddington’s Splashy Stroll mini play sets.
Arriving this autumn is the new reimagined range featuring the multi-award-winning pre-school property, Bing. The new Bing range focuses on Bing, Flop and Sula and includes toys suitable for all pre-school ages. The collection features a brand-new Bing plush, a Giant Bing Soft Toy, as well as engaging play sets designed to ignite imaginations and promote creative play.
This summer, Rainbow will also introduce the fun and vibrant Mr. Men Little Miss range. A treasured British brand for over 50 years, these characters, with their distinct personalities, have been adored by generations of families. Rainbow’s colourful new range includes beloved favourites Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong, alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox, in an adorable range of large cuddly cushions, collectible soft toys and plush keychains.
The Peter Rabbit TV range remains a firm favourite among pre-schoolers. Inspired by the popular TV series, which follows Peter Rabbit and his friends Benjamin and Lily on thrilling adventures, this cuddly character collection features lovable Talking Peter Rabbit and Lily Bobtail plush. Children can enjoy hearing phrases like "Let’s hop to it" and "All rabbits need a little help from their friends."
Other best-selling ranges include Disney’s Winnie the Pooh, The Lion King and a brand-new Dumbo collection for 2025, as well as Harry Potter: The Wizarding World, The Very Hungry Caterpillar, Elmer and Guess How Much I Love You.
Mattel
01628 500 000 | www.mattel.com
Mattel has an expansive and innovative range of new products across its portfolio for infants and toddlers, from brands Fisher-Price, Thomas & Friends, Imaginext and Little People.
Fisher-Price introduces the cute, cuddly Snacky Capy plush toy, packed with sensory details including bright colours, textured fabrics and fun sounds.
Launching in Infant, the Purple Monkey Musical Storybook plays the viral Purple Monkey song from the best-selling Fisher-Price Deluxe Kick & Play Piano Gym. With an easy-grip handle, it’s sized just right for little ones to carry wherever they go. Also new to the range is the Adding Alligator, designed to introduce numbers and early maths concepts.
The Fisher-Price Wood line will be expanding in 2025, introducing the Wooden Vehicle Pack with five new designs, Wooden Clacker Caterpillar with satisfying clacking sounds, Wooden Push-Along Animals that babies can play with from sit-at play to crawland-chase, Wooden Farm Animals Board full of surprises to discover and the Wooden Work From Home Set.
Young Disney fans can set sail on adventures with Disney Princess Moana & Maui's Canoe by Little People featuring a push-along toy canoe with wave-like motion as kids roll it along. Little People Collector continues to showcase iconic figure sets with the allnew Disney Lilo & Stitch Figure Set launching this year. Fans can relive all the hilarious and heartfelt moments from the classic film.
Thomas & Friends continues to help kids navigate life’s new experiences through friendship and stories, introducing products linked to the Thomas & Friends All Engines Go TV Show. Featuring the new Construction Crew push-along die cast vehicle set with characters Thomas, Percy, Diesel, Carly the Crane and Sandy the Rail Speeder, preschool kids can load up on construction-themed railway play with Diesel's Lift & Load Construction Set.
For 2025, Fisher-Price Imaginext is launching all new play sets from DC Super Friends including Metal Force Batmobile and Supermobile Vehicles that come with a disc launcher and moving battle piece. The
Wonder Woman and Cyborg, each with their own roll-along vehicle and accessory, and the all-new
Imaginext will also be launching all-new items in line with the upcoming Superman Movie later this year.
iconic Heroes figure sets will hit the shelves, including Batman,
Bat Command Centre will feature a spinning chair and light-up Batcomputer.
Collectable light up cubes for bathtime and sensory fun. Now with video screen display units for retailers –while stocks last.
Each pack contains four ready to use cubes Creative activities to keep tweens off screens!
Pre-School
One For Fun
www.oneforfun.com
sales@oneforfun.com
BB Junior takes to the road this year with some new additions to the design-led preschool range. My First Porsche 911 GT3 Electric car joins the VW Electric Car and lets children see the battery charge up with moving lights just like the real thing. The Porsche also comes as a pullback racer.
The BB Junior Push n Glow range also has new additions. The Push and Glow FI car comes with a push-button mechanism that causes the transparent body to glow and play cool sound effects. The brand-new Shake Shake Track set works like magic, users just shake the included vehicle and place it on the track to watch it zoom around. Playmats are always popular, and this year sees the addition of a Farm Tractor version. Tractors are an evergreen trend, and new for this year are the BB Junior Farm Tractor Pull along and the Farm Tractor press and go. Also new is The BB Junior My 1st Collection Assortment – an ideal set for young car lovers. With 24 pieces of detailed miniature cars in different models, this set offers endless fun for children and helps them build their collection of iconic vehicles.
BB Junior adds the Splash and Play Musical Tugboat, designed to keep youngsters entertained with splash along music. The Splash and Play Light Up Sailboat is an interactive waterproof sailboat which will light up its sail with nine different colours when the button is pressed. The light-up sail also features underwater sea characters. The BB Junior range has a comprehensive line up of attractive bath toys, cleanly designed with loads of shelf appeal.
Tobar’s Animigos range of animated animals continues to be popular with family favourites like the Westie, Cockapoo, Scotty and others. The Animigos World of Nature range has even more exotic beasts along with some more familiar friends. The Dream Beams line also has new additions to the range of squishy collectible characters with a soft light at night, designed for cuddles and comfort.
New for 2025, the QT Kitties range features a box unveiling an adorable plush kitten, complete with charming accessories. The packaging transforms into a cute cat house for the kitten for further play opportunities. Users can collect all six plush kittens and enjoy a unique charm bracelet and rings to mix and match with pet accessories
The Lego Group
01753 495 000 | www.lego.com
The Lego Group has new sets to spark joy and creativity in young builders under five years of age. Whether the toddler is all about trains, loves animals, or is eager to join in on some F1 racing fun, Lego has something to light up their imagination.
Designed for children aged two years and over, the Lego Duplo F1 Team Race Cars & Drivers set features easy-to-handle Duplo bricks. Toddlers can build the track and race to victory, all while boosting their fine motor skills and cognitive development. For kids aged four and up, the Lego City F1 Williams Racing & Haas F1 Race Cars set brings the racetrack excitement to life. With modular pieces and a Starter Brick, it's perfect for young F1 enthusiasts to start their racing adventures.
The Lego Duplo Interactive Adventure Train is designed to take toddlers on a journey filled with lights, sounds and endless creativity. With four figures, a toy train and 14 track pieces, toddlers can build and rebuild their own routes, making every playtime a new adventure.
The Lego Duplo 3in1 Wild Animal Families set is ideal for animal-loving toddlers. Packed with 10 adorable animal figures, this set lets kids explore the savannah, forest and beach while learning about animals and their habitats. It's a playful way to nurture creativity and problem-solving skills.
From June 1st, Bluey and her family are also joining the Lego Group. The Lego Duplo Bluey Ice Cream Trip with Bluey and the Lego Duplo Bluey: Bluey’s Family House with Memory Game set both offer delightful building experiences and memory games for ages two and up. With so many new sets in the Duplo range, there's something for every little builder to enjoy and explore.
The Creativity for Kids Sensory range from KAP Toys consists of an exceptional selection of items designed for pre-schoolers and children with special educational needs. The range includes Sensory Packs; great value pick-up price points and ideal for on the go, mess-free fun, alongside Sensory Bins; which provide a convenient solution for busy parents and carers. Available in popular themes such as Farm, Dinosaurs, Unicorns, Princess, Space and Beach, they cater for a variety of interests and are ideal to collect.
Within each Sensory Pack, toddlers will go on a sensory play adventure, designed to stimulate their senses and refine fine motor skills. Each kit features stretchy cloud clay and an assortment of sensory toys for endless fun. Kids will discover various textures, colours and shapes while fostering creativity and imaginative play. The super-soft and stretchy cloud clay never dries out, and sensory play packs feature a resealable storage bag for on-the-go pretend play. Kids can enjoy less mess and more fun as little hands stay clean and surfaces remain residue-free, ensuring easy cleanup and peace of mind for parents. Toddlers can touch and explore as they stretch, stamp and shape the super soft, pliable cloud clay.
The Sensory Bins are also filled with thoughtfully selected and safety-tested materials, providing toddlers with an opportunity to explore, learn and create. While kids actively engage their senses and practise fine motor movement, they'll enjoy hands-on pretend play in these self-contained sensory bins. Each Bin contains themed toddler toys, a self-contained sensory bin and wiggly foam, sensory sand or space rocks, none of which will ever dry out. Toddlers can scoop, sort and explore the treasures inside each box, which come conveniently packed in a bin with a lid for easy cleanup and storage. When children have finished playing and engaging with the sensory bin, they can upcycle it by storing small toys and keepsakes inside, and it can also be recycled after use.
Sensory bins and packs both make fantastic gifts for toddlers, offering multi-sensory learning experiences that are incredibly beneficial.
Moose Toys
01637 882 200 | www.moosetoys.com
Bluey fans can relive the adventures and heartwarming charm of Bluey with Moose Toys’ latest pre-school toy range. Designed for little hands and big imaginations, these engaging toys capture the spirit of the beloved animated series while encouraging creativity, problem-solving and interactive play. With their bright colours, durable designs and fun-filled features, these toys are ideal for young fans of the show.
The Bluey Dump Truck play set is perfect for budding builders and fans of imaginative play. Featuring exclusive hard-hat-wearing Bluey and mudsplattered Bingo figures, this vehicle is packed with interactive features to keep pre-schoolers engaged. The dump truck’s tilting bed makes loading and unloading fun, while included safety signs and a sticker sheet add extra customisation and role-play potential. The articulated figures fit inside the truck’s cabin, allowing for realistic construction-themed adventures inspired by the show. This preschool-friendly play set offers a combination of hands-on fun and storytelling possibilities for fans of the show.
The Bluey Mini Racers are pocket-sized vehicles that bring the Heeler family to life in a brand-new way. With free-rolling wheels and easy-to-grip designs, they’re perfect for pre-school hands to push and zoom around. Users can choose from versions of Bluey in the Garbage Truck, Bingo in the Fire Truck, Bandit in the Convertible and Chilli in the Heeler 4WD. Whether recreating favourite moments from the show or dreaming up brand-new racing adventures, these Mini Racers are the ideal on-the-go toy for endless fun.
The interactive Bluey Hide and Seek Game features an engaging, electronic Bluey figure that brings a fresh twist to the classic game, making it perfect for playdates, parties and family fun. Users can hide Bluey anywhere and press her nose to start the countdown—she’ll giggle and talk every few seconds, giving players clues to find her. When discovered, she can be switched to Dance Mode for a dance party with the Bluey theme song. Standing 15 cm tall with articulated features, this toy is designed for active pre-school play and social interaction. Suitable for two or more players aged 3+. Pre-schoolers can also build, play and explore with the Bluey Tile Town Heeler Family Home Set. This innovative 46-piece magnetic tile construction set lets kids create their own Heeler home while engaging in interactive play with included Bluey and Bingo figures. Designed for open-ended creativity, the set features special action tiles that bring the play set to life. Bluey and Bingo move on the magnetic swing, dance on the action tiles and offer a world of imaginative storytelling. This next-level construction system encourages problem-solving and motor skills as kids build and customise their Bluey-inspired world.
Trybike’s new matte collection is proving extremely popular – particularly the vintage cream edition which has been a firm favourite amongst Hippychick’s customer base.
Crafted from high quality, durable materials, the Trybike is built to last, making it the perfect item to be handed down through the generations. Its timeless, vintage-inspired design not only adds charm, but makes it a stylish choice for families. Available in six colour options, each Trybike comes complete with a set of stickers for personalisation, allowing children to make their ride uniquely their own.
Suitable for users aged 15 months to six years, it is a great choice for pre-schoolers seamlessly transitioning from a tricycle to a balance bike, helping them develop essential motor skills, coordination and confidence as they learn how to ride a bike. Thanks to its easy-to-use conversion kit, it can be transformed in just a few simple steps, while the adjustable seat and handlebars ensure it grows alongside the child.
Hippychick has also introduced a new range of free rider style matte finish helmets, designed with safety and comfort at the forefront. Available in six coordinating colour options to match the Trybike, these helmets come in two sizes: Extra Small and Small/Medium, and feature an adjustable inner ring and adaptable headband, ensuring a secure and comfortable fit as the child grows.
Beyond the Trybike range, Hippychick offers an extensive selection of toys and ride-ons perfect for pre-schoolers. The company’s collection includes durable wooden toys from renowned brands like Classic World and Vilac, designed to support early learning and development. Other standout products include the ever-popular Happy Hopperz, along with a growing selection of outdoor toys and games.
VTech brings the magic of Bluey to life with a line-up of engaging and educational toys. Inspired by the hit animated series, these brand new, interactive toys encourage active play, creativity and problem-solving skills while immersing kids in the world of Bluey.
Dress-Up Bluey is the ultimate interactive play companion for little fans. With a quick switch of accessories, Bluey changes into beloved characters from the show, including a Swimmer, Zookeeper, Chef and even a Granny. Each outfit change unlocks fun phrases and reactions, making pretend play even more exciting.
Dress-Up Bluey features three engaging modes of play. In Dress-Up Mode, kids can mix and match Bluey’s hats and glasses to hear her respond in character. Music Mode gets everyone moving with lively melodies from the show, turning playtime into a dance party. In Fun Game Mode, children can pretend to be different animals with Bluey or take on quick-action challenges for even more giggles. Dress-Up Bluey comes with a wagon chariot so children can push or pull Bluey along or use the wagon to store her dress-up accessories.
Designed to spark creativity, storytelling and problem solving, Dress-Up Bluey encourages kids to explore their imaginations while making choices about Bluey’s outfits and characters. Whether they’re role-playing a day at the zoo or twirling to their favourite tunes, every play session is a new adventure.
The Dance Mode Chattermax is a new dancing, singing and talking buddy featuring three modes of play. In Talk Back Mode, users can press Chattermax’s beak to record their voice, and she’ll repeat it back in her own voice. In Follow Me Mode, children can follow the pattern of Chattermax’s colourful lights, levelling up as they go along. In Dance Mode, users dance along with Chattermax. Chattermax’s feathers and tummy light up in a dazzling array of colours, accompanied by playful sounds and catchy melodies that keep kids entertained and engaged.
Besides being fun, Dance Mode Chattermax also helps children develop important skills. Pressing the buttons and swiping the feathers boosts fine motor skills, while following the lights improves hand-eye coordination. The playful sounds and melodies encourage independent play, allowing kids to enjoy solo adventures while building confidence.
Dress-Up Bluey and Chattermax will both be available from July 2025.
Pre-School
Casdon
01253 766 411 | www.casdon.com | toys@casdon.com
Known for its unrivalled reputation in creating miniature versions of well-known household items which captivate children and adults through play, Casdon is set to launch a new licensed range with BuildA-Bear.
The hero product in the range is the innovative Build-A-Bear Stuffing Station, designed to allow children to bring the magic of the Build-A-Bear in-store experience to the comfort of their home. Aimed at children aged three and over, this product helps develop coordination and fine motor skills.
The stuffing station comes complete with two bears, two bags of stuffing, two outfits with two items each, two hearts and two birth certificates. Bears can be filled by attaching the bear to the nozzle and pressing down on the push pump handle until their bear is filled and ready to play. Lights bring the mini Build-A-Bear Stuffing Station to life for an immersive interaction, giving children the chance to watch the magic happen up close.
Casdon showcased the new range at this year’s London Toy Fair, where the Build-A-Bear Stuffing Station won its place as one of the 30 Hero Toy awards by the British Toy & Hobby Association (BTHA).
The Stuffing Station is supported by five other SKUs, including a Cashier Counter Set, Furtastic Bear & Outfit packs and a Pawfect Adventure Bear Carrier, expanding the Build-A-Bear world and adding hours of role-play fun to the at-home experience.
The new Casdon Build-A-Bear range is set to hit shelves this summer, and will be supported with PR, strategic influencer and celebrity partnerships, social media and marketing.
It’s a huge year for Posh Paws and its licensed plush ranges for Gabby’s Dollhouse, How To Train Your Dragon and Jurassic World, all with big blockbuster movie releases that will be in cinemas this summer.
Arriving in cinemas on 13th June is the highly anticipated live action How To Train Your Dragon, and Posh Paws will be releasing a range of new movie plush ahead of its release. The new plush include an assortment of Toothless 7” Expressions that fans will love cuddling up with and collecting, as each one features a different expression. A 10” and an 18” lying Toothless will also be available in the new movie style and these will be available later this month. The current Dragons plush range consists of the 7” plush Toothless and Light Fury assortment and an extra-large 17” Toothless plush toy that are both strong sellers.
Jurassic World Rebirth is set to arrive at cinemas on 2nd July, and Posh Paws will be unleashing new plush dinosaurs that feature in the movie in 10” sizes, as well as the popular Plush Dino Eggs styles, which will be unveiled in May. The current range of Jurassic World plush toys is a strong performer at retail, following the success of the Chaos Theory and Camp Cretaceous Netflix series. The range includes the best-selling 10” and 18” Raptor and T-Rex. Also available now are the collectible 7” Plush Dino Eggs, 7” Raptor & T-Rex Assortment and the 10” Bumpy and Brachiosaurs plush.
The Gabby’s Dollhouse Movie that will be in cinemas this October will bring the popular feline friends to the big screen, and Posh Paws’ licensed plush range includes all the show’s leading characters in 7” and 10” sizes, including the newest additions of Marty Party Cat and Hamster Kitty, and two new movie plush cats that will be available from August. The plush dollhouse play set, which comes with two mini squishy cats inside, is perfect for children to take with them wherever they go and includes six decorated bedrooms from the dollhouse. In addition to the plush dollhouse play set, Posh Paws has also released a mini squashy cat plush pack featuring three characters inside – these can be played with in the plush dollhouse play set, then stored and carried away.
Pre-school superhero fans can enjoy creating their own imaginary Gotham City adventures with Posh Paws Batwheels plush collection that features the iconic Batman, Bam the Batmobile and Robin’s Redbird Car in highly detailed 10” and 7” plush sizes.
For traditional plush gifts, Posh Paws Ragtales collection of British inspired, beautifully designed and high-quality ragdolls characters and premium teddy bears in gift boxes is perfect for little ones' first loveable companions that they can take with them wherever they go.
Bedtimes made be er w h Sleepy Friends
night long and 75 minutes of relaxing instrumental music featuring strings and bird song.
New
Sleepy Pengu
Ocean-inspired white noise Tonie featuring two hours of lapping waves, bubbling waters and whispering winds.
Sleepy Whale
Over two hours of calming ocean sounds and lullabies to send little snoozer’s o to sleep in a blink.
Sleepy Octopus
Help little ones get ready for bed with one last tale before they drift o into the moonlit ocean of dreams.
Pre-School
www.magnatiles.com
international@magnatiles.com
While many classrooms have already adopted Classic Magna-Tiles Sets, the Magna-Tiles Animal Collection takes engagement to a new level. Featuring Safari, Jungle, Arctic, Farm, Forest and Dino sets, these collections go beyond traditional building by blending imaginative storytelling, social-emotional learning and foundational STEAM skills, giving educators even more ways to bring play-based learning into the classroom.
The Magna-Tiles Animal Collection enhances early learning through thematic, hands-on play that strengthens critical thinking, problem-solving and creativity. As pre-schoolers construct Arctic landscapes, Jungle habitats, or farmyards, they develop spatial reasoning, engineering skills and resilience through trial and error. These openended experiences also spark imagination and storytelling, reinforcing early literacy skills while allowing children to experiment, adapt and bring their ideas to life.
Building together with Magna-Tiles sets encourages teamwork, communication and cooperation, helping pre-schoolers practice sharing, turn-taking and problem-solving—all essential for school readiness. The inclusion of animals provides a natural way to teach empathy and emotional awareness. As children care for their Farm animals, Jungle creatures, or Safari friends, they engage in perspective-taking and responsibility, reinforcing kindness, cooperation and environmental awareness.
Each themed set engagingly introduces STEAM concepts. Science emerges as children explore animal habitats and ecosystems. Engineering skills develop through building strong, stable structures. Art thrives through colour and pattern play, while math concepts—like counting, sorting and symmetry—become second nature.
In the UK, Magna-Tiles is available from Wow! Stuff, contact 01902 948 650 for more details.
Just Play
uksales@justplayproducts.com
Just Play’s pre-school portfolio sees new additions across its Disney Junior SuperKitties, Disney Junior Minnie Mouse and Sesame Street ranges.
The Disney Junior SuperKitties Hero Squad Figure Set is a five-piece collection of articulated figures that includes the heroes and a villain. From their whiskers to their tails, these dynamically posed toys are perfect for imaginative play. The Disney Junior SuperKitties Purr ‘N’ Play Playset puts kids in the centre of the action with lights, phrases, music and sound effects and it comes with articulated Hero Ginny, Kitten Ginny and Cat Burglar figures, plus accessories. Users can discover other entertaining lines, with more figures, plush and role-play lines in the mix.
Disney Junior Minnie Mouse remains a firm favourite, with adorable plush, pretend play items and doll lines. The Minnie Mouse Sweet Party 6” Doll is perfect for imaginative play, with numerous fashion and party accessories included. Children can cuddle up to Minnie Mouse with the Musical Fun Plush, call their Disney pal on the Rotary Phone and head off on a dream vacation with the Minnie Mouse Bowdazzling Yacht.
For generations, the classic franchise Sesame Street has been bringing learning, laughter and life lessons to young children across the globe, and Just Play’s Master Toy collection will continue to delight little fans this year. Sesame Street Tickle Me Elmo is a timeless toy that brings joy with its features: kids can press Elmo's belly or squeeze either foot to make him giggle and wiggle with excitement at being tickled. With its softness and cuddliness, little ones will adore this interactive plush character.
Pre-School Klein Toys
07826 799 737 | lisa@cox-consultancy.com
The Bosch Mini range is designed to turn playtime into a mini adventure of construction and creativity. These toy power tools are designed so little ones can join in the fun just like their favourite grown-up role models.
The Bosch Mini range features drills, cordless screwdrivers, circular saws, accessory sets and more. What sets these pretend tools apart is their real-life buzzing and whirring noises, giving children a genuine power-tool experience with none of the actual risk. Crafted for children aged three and above, every Bosch Mini tool comes with a securely bolted battery housing and rounded edges, which means little hands can explore, create and pretend to be the boss of the toolbox—all with the reassurance that their safety is top priority.
Bosch is renowned for engineering excellence, and Klein is bringing that same precision to the world of play. Each mini tool is a perfect blend of realistic design and robust construction, encouraging budding engineers to learn about mechanics and design while they play. It’s an ideal way to spark curiosity and inspire future innovation.
The Bosch Mini toys give a playful wink at the real deal, are designed to nurture creativity - and maybe even inspire the next generation of inventors and innovators.
Dinosaur Number Eggs is a new launch in the Orchard Toys pre-school collection. It’s an engaging early number game that blends education with fun. Designed for children from the age of three, Dinosaur Number Eggs is a game in which players race to hatch the most baby dinosaurs while avoiding the T-Rex wild card. It’s great for early learners to help develop their number recognition and counting skills in a fun hands-on way, while promoting social interaction and friendly competition. With its vibrant illustrations and captivating theme, this dinosaur-themed number game is expected to be a hit with parents of young dinosaur enthusiasts.
For UK sales, please contact the first email address or phone number, and for independent sales enquiries, please contact the second email address.
Adams
| sales@johnadams.co.uk
The new Play Tots range from John Adams is designed to nurture and support children as they grow. There are 10 evergreen products in the range, from colourful character rattles to stackers, poppers and spinning toys.
Each Play Tots product is packed with developmental benefits, helping little ones to learn through play. Toddlers can explore key skills, such as counting and sorting, problem solving, imaginative play, cause and effect, understanding shapes, colour recognition, sensory stimulation and motor skills.
With eye-catching designs in bright colours to make them stand out on shelf and online, the Play Tots range features popular themes and classic play patterns that resonate with kids and parents, making them timeless pre-school toys. Play Tots is in stock and available now.
Pre-School Learning Resources
www.learningresources.co.uk
salessupportuk@learningresources.com
Learning Resources has over 40 years of experience creating award-winning toys that help children learn through hands-on play. With the growing focus on the importance of school readiness in young children, the company showcases some of its latest educational toys that help children build essential early years skills through fun and purposeful play. A range of engaging and innovative toys gives shoppers a comprehensive range of options to support key areas of childhood development. From fine motor skills to social and emotional learning, Learning Resources’ toys are trusted by parents and recommended by teachers to help children thrive.
New additions to the company’s portfolio include the Shape & Colour Garden, Hide & Seek Vegetable Garden and Seymour the Counting Shapes Sea Turtle, which are designed to introduce colour recognition, counting from 1 to 10, shape recognition and more. These delightful toys for children aged 18 months and up join Learning Resources’ growing range of toys made with recycled materials, featuring vibrant colours and distinctive packaging that will capture attention on both
Emotional intelligence and clear communication are key skills children need to build when going into the reception year. Learning Resources’ latest fidgets bring fun to learning through purposeful play, with an expanding collection that includes the Express Your Feelings Sensory Bottles and the Soothing Space Sensory Fidget Set. These toys help children
This year, the supplier is celebrating its fifth year of partnership with Numberblocks. Younger fans of the series will be intrigued and engaged by Numberblocks One to Five Sensory Bottles and love the feel of the Numberblocks One to Five Wooden Blocks as they explore and build early number sense through their own learning adventures in Numberland. A marketing campaign will shows parent how Learning Resources toys can help their children get ready to start school. The company is looking forward to collaborating with its trade
Tonies has announced the launch of its Sleepy Friends collection. The core portfolio includes Tonies and Night Light Tonies, offering soothing experiences designed to support sleep-time preparations, helping children drift off peacefully and effortlessly. To celebrate World Sleep Day 2025, which took place last month, Tonies launched a global Sleepy Friends brand campaign, introducing a new sleepy environment and soundscape in the Land of Dreams: Sleepy Ocean. Designed to make bedtime smoother, more comforting and a little more magical, The Sleepy Ocean ranges feature soothing lullabies, gentle white noise, relaxing bedtime stories and soft night lights. The three new Sleepy Ocean Tonies invite little listeners to dive into the vastness of the sea. With gentle melodies, calming sounds and a special bedtime story, Sleepy Whale, Sleepy Penguin and Sleepy Octopus offer relaxation and comfort and bring a touch of ocean magic to families’ bedtime routines. The existing Sleepy Forest collection offers seven cute characters, including the limited-edition Sleepy Sheep. With 90% of Toniebox users reporting improved bedtime routines, Sleepy Friends has already become a trusted bedtime companion for families.
The Jumpys range is designed to help children develop body balance and gross motor skills and ensures that they can enjoy hopping around safely.
The Paw Patrol inflatable Jumpys includes Paw Patrol characters Chase, Skye and Marshall to delight fans of the show. The range features an easy-to-wash, removable plush cover that adds a layer of comfort and a wide leg base that enables children to maintain their balance and not wobble. The easy inflation pump included makes setup a breeze, and Jumpys is perfect for both indoor and outdoor play. It has been designed to provide hours of fun and exercise for kids aged 18 months to 3 years old, and weighing up to 50 kg.
BTL Diffusion has joined forces with Yookidoo, to bring bath and play toys into homes across the UK and Ireland. The brand is introducing the Flowerpot Collection and Spin 'N' Sprinkle Water Lab, both designed to promote sensory exploration, fine motor skill development and cognitive growth through interactive water play.
The Flowerpot Collection features three uniquely designed bath toys to surprise and engage toddlers. The Peek-a-Bee Tub Flower hides a charming bumblebee and worm inside the petals, creating a reveal when water is poured. The Pop-Up Water Snail playfully pops up when filled with water, while the Pour 'N' Spin Tipping Bird has a captivating spinning watermill and tipping bird mechanism. Each set includes a watering can and a suction cup tub hanger, ensuring easy storage and mess-free fun. These battery-free toys rely on simple water movement to entertain and educate, fostering curiosity and hands-on learning
The Spin 'N' Sprinkle Water Lab introduces an engaging chain reaction of spinning, sprinkling and floating elements, turning bath time into a science experiment. Designed for small hands, this interactive toy promotes problem-solving, coordination and cause-and-effect learning, all while keeping children entertained. Constructed from BPA-free, durable materials, it ensures safe and long-lasting fun. To support its growing presence, Yookidoo benefits from strong marketing initiatives, including targeted promotions, engaging product videos and strategic retail partnerships.
BTL Diffusion has also announced a distribution partnership with the Speedy Monkey wooden toy brand from the USA. The company is bringing Speedy Monkey’s beautifully crafted toys to the UK and Ireland exclusively, with lots more product development launching this autumn winter. Speedy Monkey prioritises sustainability by using FSC-certified wood to create thoughtfully designed toys which focus on safety, durability and educational value.
The Set of 6 Little Cars and the 5- in-1 Activity Cube exemplifies the brand’s dedication to quality and sustainability. Made from FSC-certified wood and finished with non-toxic, water-based paints, they blend functionality, durability and educational benefits for pre-schoolers. Designed for small hands, these lightweight yet sturdy wooden vehicles support fine motor skill development, coordination and imaginative storytelling. With smooth, rounded edges and a high-quality wooden build, they ensure a safe and enjoyable play experience. Whether children are zooming them across the floor, stacking them, or creating adventure-filled scenarios, the cars inspire creativity and collaborative fun. Their compact size makes them easy to grasp and manoeuvre, encouraging hands-on exploration while reinforcing early learning concepts. The 5-in-1 Activity Cube, serves as an all-in-one learning tool that engages multiple developmental skills and features a bead maze, shape sorter, spinning gears, sliding tiles and an abacus—each designed to promote problem-solving, hand-eye coordination and early numeracy.
BTL Diffusion’s strong retail and marketing support will ensure broad visibility for Speedy Monkey’s pre-school range. Eye-catching in-store displays highlight the toys’ educational benefits and eco-friendly craftsmanship, while digital marketing efforts will enhance brand awareness.
Allegedly
The Very Group returned to profit in the second half of 2024, with toys making a significant contribution to the figures. Interestingly, the higher profit came despite turnover falling – what’s that old chestnut again…”Turnover is vanity, profit is sanity”? It may be a cliché, but that doesn’t mean it is any less true than it has always been…
Of course, there are many different ways for retailers to increase profit. Take Amazon Canada, for example: its 2025 Vendor Package has seen its fees increase by 30%. I am not sure if this will be followed by other Amazon subsidiaries across the globe, but there is no doubt that Amazon is focusing heavily on increasing its bottom line, and suppliers will have some big decisions to take if that strategy is replicated elsewhere. Clearly Amazon is now too big to ignore for most companies, although imagine the furore if a brick and mortar retailer was asking for an additional 30 points of margin or contribution…
It was great to be able to break the news that peace has finally broken out between the great families of Amersham and Billund after a year-long stand-off. Thankfully, an agreement has now been reached, and Lego stock will be on Tesco shelves from early May. While Lego’s introduction to the shelves in Tesco arguably reduces space for other brands even further, it will undoubtedly strengthen the consumer appeal of shopping for toys in Tesco, so that should in turn benefit other brands in the range. I heard a credible rumour at Toy Fair that at least one other major UK supermarket had decided to ‘go heavy’ on Lego for this year to capitalise on its absence from Tesco – I wonder if that approach will still go ahead, or whether they’ll currently be rethinking their strategy in the light of the latest developments…
Modella Capital, the owner of Hobbycraft is reported to have appointed advisors to explore restructuring options, including a CVA. As many of you will be only too aware, CVAs are frequently used in the retail sector to facilitate store closures and rent cuts from landlords, although there has been no specific indication that either are on the cards on this occasion,. However, arts & craft-based toy suppliers will inevitably be a little nervous until the full extent of any potential reorganisation is made clear. To add a further layer of intrigue to the situation, Modella is also reported to be one of the two remaining bidders for WHSmith. An interesting few months ahead for both the parent company and its retail operation(s)...
Hobbycraft isn’t the only retail organisation “considering its options” right now. Department store chain Fenwick has enlisted restructuring experts from AlixPartners to help address ongoing financial challenges, as it faces mounting losses and cost pressures. The retailer, which operates eight department stores across the UK, reported a pre-tax loss of £38.1m for the year to January 2024, following a 5.2% decline in sales. This comes after a £28.4m loss in the previous year, reflecting a broader decline in performance. Indeed, the company has been in the red for the past six years, which will give toy companies cause for concern - the toy departments have always felt like one of the stronger and more successful parts of the store, and it would be a huge shame if anything impacted that…
With the possibility, however remote, that we might see some UK retailers leaving the High Street (there have been recent reports suggesting that both Poundland and WH Smith could potentially end up having no High Street presence after restructuring or acquisition plans are finalised), one wonders if there are any international retailers who might see an
opportunity in the British market? During my trip to the New York Toy Fair, suppliers raved about the likes of Five Below and Hot Topic, not to mention several leading pop culture retailers such as Popmart. Another supplier visited Dick’s, a leading US sports retailer, and was blown away by the product selection, merchandising and customer service. There was a time when retailers like this would have been eyeing global expansion as a way of growing their business, and the UK would have been one of their first potential destinations on the list. Whether it’s a result of Brexit or successive governments failing to support the physical UK retail channel, it seems a shame that we can no longer look forward to new stores freshening up UK High Streets, just Chinese online platforms taking an even greater share of sales…
I believe that Hornby’s decision to withdraw from the AIM market is a solid one. The announcement cited regulatory burden and the high cost of maintaining a public quotation, something I have heard on many previous occasions from toy companies when weighing up whether being listed was really worth the effort and cost. This quote summed it up for me: “The directors are confident that operating as a private entity will provide Hornby with the necessary agility for swift decisionmaking and efficient execution of strategy.” Isn’t that what every business needs in the current environment…
Exhibitor applications are now open for next year’s London Toy Fair. Although as a regular viewer of Strictly, I can’t help thinking that the BTHA missed a trick – I would love to see them announcing that applications are opening in the way Strictly announces that the voting lines are open, with Roland surrounded by his team wearing party attire, letting off confetti canons and generally having a wild time. Next year perhaps….?
I must congratulate all the toy trade Newcastle United fans on their victory at Wembley last month, bringing an end to their 70-year wait for a major trophy. Their support on the day was incredible, and I received the photo below of toy trade legend Colin Lisle celebrating at the final whistle. Unsurprisingly, he was incredibly emotional, admitting: “I never thought I’d see this in my lifetime.” The fact the picture was sent to me by a Liverpool fan (Mark Hunt) shows that even rival supporters can’t begrudge Newcastle their victory on the day. Howay the lads!
