From the Publisher

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.