Feature - Pre-School

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 sensory-engaging 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 pre-school 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 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.