Welcome to the April issue of Toy World. For a brief moment a few short weeks ago, I was labouring under the misapprehension that the biggest challenge facing the global toy community in the coming months would be the uncertainty surrounding the US tariff situation, and whether or not refunds would come without an almighty battle. However, it turns out that this may in fact be the least of our worries…
Yet again, the global toy community finds itself facing significant external factors over which it has absolutely zero control, but which will almost certainly have a seismic impact on the coming months’ trading. My hopes of a quiet, boring year have been well and truly dashed, and we’re only just coming to the end of Q1.
I have been trying to find the positives from the ongoing war in Iran, and so far, all I’ve managed to come up with is the fact that this is happening early in the year, months before peak season. If you believe the rhetoric coming from President Trump, this will all be a distant memory by the time we reach the business end of the year.
But how much damage will be inflicted on the global economy in the interim? The short-term impact that the war is having on the global economy is abundantly clear to all. At the time of writing, the Strait of Hormuz being off limits for the foreseeable future presents a major problem on so many levels. 20% of global oil shipments traditionally pass through this narrow stretch of water, now effectively closed. On top of the ongoing problems in the Suez Canal, this just adds to the sense of chaos and disruption facing shipping companies. The Cape of Good Hope detour adds up to two weeks and considerable additional cost to freight coming from the Far East, while there have already been reports of carriers dumping cargo at random ports and leaving freight forwarders to sort out the mess. And it isn’t just sea freight being affected: the cancellation of a huge number of flights will have a knock-on effect on air freight too.
I also hear on the grapevine that the price of plastic has already risen steeply, while anyone who drives a car will be only too aware of the spiralling cost of petrol. UK homeowners are protected from rising energy costs for a short time due to the planned reduction in the price cap this month, but if the war isn’t settled soon, we’re all going to be getting a hefty shock further down the line. Of course, all of this impacts both consumer confidence and disposable income, a frustrating development at a time when both metrics were just beginning to turn a corner.
We can but hope that once this terrible situation ends, prices fall as fast as they rose – ever the optimist. Ultimately, though, there is literally nothing that any of us can do about these issues – so the only option is to focus on the things we can control rather than the things we can’t. Rarely has the ‘keep calm and carry on’ mantra been more applicable.
So, in that spirit, Toy World’s April issue attempts to focus on the many positive factors from which the UK toy market is benefitting at present. As this month’s Talking Shop column illustrates, many retailers are feeling optimistic about the first few months’ trading of 2026, and enthusiastic about what lies ahead. Unsurprisingly, both Lego and Pokémon have got the year off to a flying start, and there are other bright spots emerging too, such as fidget and squishy toys. Looking ahead to the summer months, we have a healthy crop of summer blockbuster movies being released in July and August: every retailer we spoke to for Talking Shop this month cited Toy Story 5 as a film they believe will drive strong toy sales (look out for our special exclusive Toy Story 5 supplement, which will be published alongside the May issue of Toy World next month – along with our legendary Toymaster supplement and an extended Licensing World section, this will be another unmissable edition of your favourite monthly toy magazine).
This month’s bumper issue also sees us delve into some of the UK toy market’s largest and most competitive product categories, with features focusing on Pre-school Toys, Games & Puzzles and Pocket Money Toys & Collectibles. We’ve rounded up the most exciting launches in each area – hopefully that will give all of our retail readers plenty of inspiration to freshen up their product selections for the coming months.
We’ve also included a look at the opportunity presented by the Back to School category, particularly with Stationery items. Although this year’s school year is still in full swing, now is the perfect time for toy retailers to be stocking up ahead of the season. There’s no reason why toy retailers can’t grab a sizeable portion of the spend in this area (and sell a few extra toys while parents and kids are shopping in-store for their school supplies for the new term).
I hope you enjoy this month’s comprehensive features, plus the carefully curated articles and all the positive feedback from retailers and suppliers about what’s happening out in the market right now. I just hope that by the time I next sit down to write this column, there are more positive things happening in the real world to mirror all the positive developments in the world of toys.
Lego reveals 2025 full-year results
The Lego Group has reported its earnings for the full-year of 2025, achieving double-digit growth in revenue and operating profit.
Demand for Lego products was high in all market groups and among both children and adults, driven by strong brand equity, innovative new products, strategic partnerships and excellent retail execution. As a result, the Lego Group significantly outperformed the growing toy market and increased its market share. The company also continued a high level of investments on strategic initiatives and capacity expansions to support growth.
Revenue increased 12% to DKK 83.5b, driven by sustained strong demand for the Lego portfolio leading to growth in all territories, especially in Western Europe, Americas and CEEMEA. Consumer sales increased by 16%, outpacing the toy market which grew 7%.
Operating profit grew by 18% to DKK 22.0b, supported by high revenue and scale efficiencies. This was strengthened by ongoing productivity initiatives that enabled reinvestments in capacity expansions and strategic priorities to support short- and long-term growth, like sustainability, supply chain network and digital technology. Net profit increased by 21% to DKK 16.7b, exceeding expectations.
2025 saw the Lego Group launch its largest portfolio to date, featuring over 860 products, around half of which were new, with great appeal to builders of all ages. Among the most popular themes were Lego City, Lego Technic, Lego Star Wars, Lego Icons, Formula 1 and Lego Botanicals.
The Lego Group continued to inspire children’s creativity through digital and physical play. As it celebrated the 30th anniversary of Lego video games, the company launched new titles and physical sets. The company strives to reach more children with the benefits of play and support their well-being in a digital world. In 2025, it positively impacted more than 11.7m children through global social responsibility initiatives.
The Lego Group also made major investments to support its growth, including expanding its global footprint, creating brand retail experiences and acquiring new locations. In 2025, the Lego Group increased its total sustainability investments by 20% compared to 2024 and over three times that of 2022. Among other initiatives, this enabled the company to make progress towards its aim of making Lego bricks and packaging from more sustainable materials. For the third year in a row, the Lego Group substantially increased the amount of renewable and recycled content in the materials purchased to make Lego bricks, reaching 52% from 33% in 2024.
Hornby Hobbies agrees sale of Scalextric in £20m deal
Hornby Hobbies has agreed the sale of 100% of the Scalextric brand, including its intellectual property and associated assets, to Scalextric Motorsports for total consideration of £20m. £8.5m of the total consideration is payable in cash upfront, with the remaining £11.5m deferred and payable out of free-cash flow. Completion of the sale is conditional upon certain consents.
Scalextric Motorsports has been established by Mark Brown, Chairman of Purbeck Capital Partners, to be the holding company of the brand in the future. Mark brings extensive experience in brand growth, capital allocation and operational execution. As part of the transaction, Mark has agreed to an ongoing role helping Hornby on its wider strategic transformation.
Under the terms of the agreement, Scalextric’s operations will continue to be supported within Hornby’s existing infrastructure. Hornby will manage the brand as agent, ensuring operational continuity while enabling Scalextric Motorsports to focus on accelerating the brand’s next phase of growth.
The sale represents an important milestone in Scalextric’s growth journey. With additional capital and independent ownership, the brand will be well positioned to accelerate development across both established and new categories, and to expand its domestic and international footprint.
Olly Raeburn, CEO of Hornby Hobbies, said: “This is a hugely exciting development for the Scalextric brand, building on the work from our teams that has made such encouraging progress over the last couple of years. Mark's leadership will bring enormous experience, energy and enthusiasm to the business and we look forward to supporting the execution of his vision and strategy. We have enjoyed working with him to get this transaction over the line and are now focused on converting all of the positive discussions into reality and growth for Scalextric.”
Spin Master appoints Kayes of Cardiff as distributor for independent retailers and Toymaster members
Spin Master has announced the appointment of Kayes of Cardiff as a new distribution partner for independent retailers and Toymaster members, further strengthening its local distribution network alongside its existing partnership with A.B.Gee.
The new partnership will expand access to Spin Master’s portfolio for independent retailers across the UK and Ireland. Kayes of Cardiff will distribute all Spin Master brands, including key lines such as Paw Patrol, Bitzee, Monster Jam, Gabby’s Dollhouse and Melissa & Doug.
The appointment reflects Spin Master’s continued commitment to supporting independent retailers to become the partner of choice and will help bring Spin Master products to a wider base of independent retailers and Toymaster members, offering greater flexibility and assortment.
Richard Dickson, General Manager for UK & ROI at Spin Master, said: “Partnering with Kayes of Cardiff further strengthens our support for independent retailers and Toymaster members. With a strong reputation within the independent toy sector, a relationship with Kayes will help ensure more retailers can access Spin Master’s portfolio in a way that suits their individual business needs.”
Philip Kaye, Managing Director at Kayes of Cardiff, added: “We look forward to working with Spin Master and to bring its portfolio of innovative toys and world-class brands to our customers. Independent retailers are at the heart of what we do, and this new relationship will give more stores access to Spin Master’s products with the flexibility and service levels they expect from Kayes.”
Spin Master and Kayes of Cardiff will both be exhibiting at the Toymaster May Show, taking place from 19th-21st May in Harrogate. The May Show remains the largest trade show in the UK and Ireland dedicated solely to independent toy, gaming and model/hobby retailers.
Retailers attending the show are encouraged to arrange meetings with either team in advance. They can contact either Richard McLeod at Spin Master via Richard.McLeod@spinmaster.com or the Kayes of Cardiff team via Orders@kayes.co.uk.
Wigston Global strengthens US presence with Two Skies partnership
Wigston Global has announced a new strategic partnership with West Coast showroom and distribution specialist Two Skies, marking a significant step in the company’s international expansion.
As part of the agreement, Wigston has secured permanent showroom space within the Two Skies showroom at Suite 430, Building 1960, 1960 E. Grand Avenue, El Segundo, Los Angeles, creating a dedicated base to support distribution across the US while continuing to service its established European retail network.
The Los Angeles showroom will act as a hub for US retailers, distributors and licensing partners to explore Wigston Global’s growing portfolio of licensed stationery, creative play and collectible ranges.
Wigston Global has built a strong reputation for developing innovative arts, crafts and stationery products across both licensed and proprietary brands. The company currently holds licensing partnerships with global names including Crayola, MGA Entertainment’s Miniverse, Rainbow High and Little Tikes, delivering ranges that combine creativity, learning and strong retail appeal.
The partnership with Two Skies allows Wigston to present its latest collections directly to the North American market, including upcoming back to school ranges, pocket-money collectibles and creative activity products.
Ben Cornwell, Sales Director at Wigston Global, said: “Establishing a permanent showroom presence in Los Angeles is a key milestone for Wigston as we continue to grow internationally. Two Skies has an excellent reputation within the toy and licensing community, and this partnership gives us the ideal platform to introduce our brands to US retailers while strengthening our global distribution.”
The Two Skies showroom will showcase Wigston’s latest licensed stationery and creative play ranges, alongside new product developments planned for both the US and European markets. Retailers and distribution partners can arrange appointments now to view the collections at the Two Skies showroom.
Hamleys expands collectibles offering
Hamleys is expanding its immersive retail offer with two major new additions at its Regent Street flagship: the launch of a dedicated Pokémon destination on the Fourth Floor, followed by the arrival of a Tubbz-branded zone in the Basement level.
The new Pokémon area officially launched on Tuesday 17th March, bringing an enhanced range of products and interactive experiences to one of the world’s most famous toy stores. The space is designed to create a destination for Pokémon fans of all ages, blending retail with experiential elements to drive engagement and in-store theatre.
To celebrate the launch, Hamleys hosted an in-store event on Saturday 21st March, featuring Pokémonthemed candy floss and hands-on activities delivered by the Hamleys entertainment team.
Keane Herman, UK Business Head at Hamleys UK, said: “Pokémon is one of the most beloved franchises in the world, and creating a dedicated space for it in our Regent Street store allows us to bring the brand to life in true Hamleys fashion. This launch is about more than products; it’s about creating memorable experiences for fans and families visiting the store. From character appearances to interactive moments, we want this new area to be a must-visit destination for Pokémon trainers of all ages.”
The Pokémon launch continues Hamleys’ focus on experiential retail within its flagship store, combining product discovery with live entertainment and brand storytelling. Further strengthening its collectibles category, Hamleys will also introduce a Tubbz zone in the Basement, scheduled to launch in early April. Developed by collectibles company Rubber Road, Tubbz transforms iconic pop culture characters into cosplaying collectible ducks. The new installation will sit between Funko and Pop Mart within the store and will feature a bespoke display including a striking 5ft King’s Guard Tubbz, designed as a photo moment for visitors.
The addition of both the Pokémon destination and the Tubbz zone reflects Hamleys’ ongoing strategy to blend experiential retail, licensed brands and collectibles culture to attract both international tourists and dedicated fan communities.
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Brainstorm celebrates long service milestones
Lancashire-based Brainstorm has recognised two of its team reaching huge milestones within the company.
Marketing Manager Debra Tiffany celebrates an impressive 20 years of service. Having joined when it was a relatively young firm, Debra has been instrumental in elevating Brainstorm’s profile within the toy industry as well as making it a trusted and recognisable brand for consumers.
Debra said: “I honestly can’t believe it has been 20 years. I have seen lots of changes since joining, not least the growth of our fantastic team who make coming into the office a pleasure. I’d never worked in the toy industry previously and now I could not imagine working anywhere else. I don’t think any two days have been the same since I started back in 2006.”
Lucy Preston, Head of Product Development, is also celebrating her 10-year anniversary with the company this year. Based at Brainstorm’s southern office, Lucy’s expertise and creativity has helped to ensure that the Brainstorm Toys logo is synonymous with high-quality educational toys.
Lucy added: “Seeing a product we’ve developed on the shelves never gets old, even after 10 years. It’s really a team effort and we all share the same enthusiasm for our Brainstorm Toys brand as well as all the other amazing brands we are really lucky to work on.”
Brainstorm continues to extend its reach with UK-based sales and logistics operations distributing worldwide from its UK warehouse or directly from the Far East.
Julie Greenwood, MD at Brainstorm, commented: “We have always been incredibly proud of the supportive and collaborative working environment we’ve built, and that culture is reflected in the company’s continued growth and the long service of team members across the board. While remaining family-owned, the business also shares its success with five employee shareholders. This latest milestone recognises the outstanding contribution of two of those team members. Debra and Lucy’s long-standing dedication is a true testament to the strength of our business and the values we stand for. We are hugely grateful for everything they have contributed over the years.”
Toys
Toys Toys’ Jane Hastings makes the
TikTok
Discover List 2026
TikTok has unveiled The Discover List 2026, a global showcase of 50 creators to watch across the categories: Educators, Foodies, Icons, Innovators and Originators. Forming part of the list as one of the Originators making strides this year was Jane Hastings, the owner of the independent store Toys Toys Toys in Liverpool.
TikTok Originators are defined as entrepreneurs, inventors and business owners who bring energy and imagination to commerce, enabling people to discover products in creative ways.
Out of all nominees, Jane was the only creator representing the toy trade and the community which she has built over the years. Nominations were based on which creators have made a significant impact on and off the app over the past six months, and Jane, who uploads content to the platform daily and has received 162,200 orders since first starting her TikTok shop almost two years ago, is considered one of the creators to have made a noteworthy impression.
Jane began her TikTok creator journey in June 2024, with her Real FX Stitch TikTok Live being the first to make waves. Today, her account boasts an impressive 40.9k followers and 285.8k likes. Her content consists of product launches and showcases, special brand events and collaboration streams with suppliers such as Crazy Aarons, Golden Bear and Just Play, product demo videos and competition announcements in which followers have the chance to win products.
Commenting on what this significant milestone means to her, Jane told Toy World: “I was very overwhelmed when I first found out that our little shop made it to the TikTok Discover List 2026, which only names 50 creators among millions. While there have been TikTok shops that have made it onto the list before, I think we’re the first physical shop to be nominated and the first toy shop to ever be mentioned, which feels surreal.
“Our team is overjoyed, and we got wonderful feedback from TikTok reporting that the creativity which goes into our content is what made us make it onto the list. Beyond followers, it’s all about how we connect and engage with our community on a daily basis. I encourage other indies wanting to get into social media to just press record and have a go – it’ll transform your business and others.”
Just Play and Dr. Seuss announce global master toy partnership
Just Play has announced a global master toy licensing agreement with Dr. Seuss Enterprises. This multiyear partnership spans a broad portfolio of beloved Dr. Seuss stories and characters, as well as a brand-new line inspired by the upcoming The Cat in the Hat feature film, arriving in theatres on 6th November 2026. Under this agreement, Just Play will develop a wide-ranging toy line inspired by the whimsical worlds of Dr. Seuss. The line will be rooted in the nostalgia and storytelling enjoyed for generations and reimagined for today’s kids and families. It will also provide play for all ages with products ranging from plush and collectible figures to arts & crafts and more. All products will celebrate the messages found within Dr. Seuss’ beloved stories.
“Dr. Seuss’ imaginative characters and stories have delighted generations, and we’re incredibly excited to bring that magic to life through play,” said Jess Richardson, Senior Vice President in Global Licensing and New Business Development at Just Play. “With the upcoming The Cat in the Hat theatrical feature film, we have an incredible opportunity to connect with longtime fans and to engage a new generation through imaginative and collectible play.”
Jimeka Broussard, Senior Director in Global Licensing & Sales at Dr. Seuss Enterprises, added: “Dr. Seuss stories remind us that imagination can take you anywhere, and we’re thrilled to partner with the team at Just Play who share our passion for storytelling and creativity. This collaboration opens the door to new types of play experiences, bringing beloved Dr. Seuss characters to life in ways that spark joy in new and innovative ways.”
For more information, contact Just Play via the email uksales@justplayproducts.com or visit www.justplayproducts.com.
Photo Credits Angella Choe
Kosmos takes full ownership of Thames & Kosmos UK as
founders retire
Kosmos has taken full control of its UK distribution arm, Thames & Kosmos UK, following the retirement of founding directors Stephen O’Connor and Joanna Drage.
Stephen and Joanna established the business in 2009 as Science Shop, building it into a key UK distributor for hobby games, educational kits and STEM lines. Kosmos acquired an 80% stake in 2013, with the latest buyout bringing the operation fully in-house and formalising its role within the publisher’s international sales network.
The UK subsidiary now becomes a central pillar of Kosmos’ export strategy, with the company describing Britain as a core territory for continued category expansion and brand penetration.
Leadership continuity is being maintained locally, with Emma Hanlon, the company’s first employee and a long-standing senior figure, promoted to Operations Director. Emma will be working alongside Andrew Morris, who has 18 years of experience in the toy and game industry and has been promoted from National Account Manager to Sales and Marketing Director. The pair will oversee UK sales strategy, retail channel development and portfolio growth.
The move is expected to streamline supply chains, strengthen publisher-to-retailer alignment and allow tighter coordination on product launches, marketing campaigns and inventory planning within the UK market.
Under Stephen and Joanna, Thames & Kosmos UK played a significant role in establishing Kosmos' brands within educational retail and STEM-focused channels. The distributor also expanded its offering into British hobby and specialist retail sectors, building a diversified customer base across independent game stores, bookshops, museums and educational suppliers. Looking ahead, the UK operation is expected to prioritise deeper market penetration of existing product categories while supporting new launches and localisation efforts. Upcoming releases include further titles in the Exit line alongside new strategy and family games aimed at broadening shelf presence across specialist and mainstream retail.
With a locally led management team and fully integrated ownership structure, Thames & Kosmos UK is positioned to play an expanded role in driving Kosmos’ long-term growth within one of Europe’s most mature board game markets.
Pokémon 30th anniversary pop-up takes over Selfridges
The Pokémon Company International has taken over part of The Toy Shop at the flagship store Selfridges London for a pop-up activation, running until 23rd May 2026. The launch supports celebrations at UK retail as partners and fans take part in the year-long celebration of the beloved brand’s 30th anniversary.
The special branded area at the Selfridges store in London’s Oxford Street promotes the Pokémon range and provides a fun and immersive experience for fans old and new. In addition to a wide selection of Pokémon product, the activation offers a highly photo-friendly environment that will delight visiting trainers.
The Pokémon space is immediately eye-catching with its iconic Poké Ball lighting and motif used across displays, shelving and digital screens, which also feature promotional content from the different Pokémon brand pillars. The bright yellow image of the iconic Pokémon Pikachu can also be seen adorning the pop-up as part of the special 30th anniversary logo, further highlighting its celebratory design.
Named Global Top Toy Property of the Year at Circana’s 15th annual Toy Industry Performance Awards in January, Pokémon is presenting a wide range of product across the pop-up, including the impressive Jazwares’ award-winning toy range, Funko Pop! figures, Pokémon Monopoly and collectible Replica Poké Balls from The Wand Company. The market-leading Pokémon Trading Card Game – voted Toy of the Year 2025 at the Toy Industry Awards in January – is also available while stocks last.
Mathieu Galante, Senior Licensing Director (EMEA) for The Pokémon Company International, said: “We are delighted to team up once more with Selfridges for this exciting and unique space. We are set for an amazing year as we celebrate our 30th anniversary, and this takeover is an early highlight within our retail celebrations. We’re sure fans old and new will be thrilled with what’s on offer when they visit this fun and vibrant Pokémon pop-up."
Panini releases new range of football trading card collectibles
Panini is bringing a fresh twist to football collectibles with the launch of Panini Ballers, an innovative new trading card collection that blends collecting with interactive gameplay.
Designed to appeal to young football fans and collectors alike, the range features England Men’s and Women’s football stars reimagined in vibrant art styles. Each trading card features two pop-out Ballers, allowing fans to not only collect their favourite players but also use them in a variety of tabletop games.
The full collection includes 158 cards featuring 316 Ballers, each illustrated in a distinctive art style and featuring a play rating, encouraging fans to collect and compete with friends.
Eight Golden Ballers represent top England players alongside a special England Crest Baller, offering the highest ratings in the set with scores of 15. Collectors can also hunt down 15 limited-edition cards, each featuring rainbow effects and including one player Baller and one special England ball for added gameplay value.
Ballers base cards, with play scores up to 10, appear across six visual styles: pop, toy, hero, glitch, comic book and energy. Special cards include enhanced finishes and boosted scores across photo, pixel, baller and fire or crystal effects.
Gameplay is a key element of the collection. Larger packs include a slammer, available in five colours, which can be used alongside the Ballers to play a variety of games included in the game guide. Fans can also scan the QR code within the guide to discover additional ways to play.
The starter pack includes everything needed to begin collecting and playing, featuring a binder, three packets, a game guide and gameboard, a slammer with sticker sheet and one limited-edition. Further formats include multipacks, multi-sets and mega packs, allowing fans to expand their collection with the mega pack, which also includes an exclusive wearable clip tag.
For more information, contact Panini on 01604 877 888 or visit www.panini.co.uk. The full collection can also be viewed at www.panini.co.uk.
Andrew Morris, Sales and Marketing Director (left), and Emma Hanlon, Operations Director of Thames & Kosmos UK LP (right)
Industry Moves
Curious Universe expands European sales team
Curious Universe has announced the appointment of Dennis Maatz as Key Account Manager, supporting the company’s continued growth in the German market and across Europe.
Based in the company’s German office, Dennis will work alongside Arnim Westendorf, Sales Director – International Markets, helping to drive the continued expansion of Curious Universe’s presence across German-speaking markets, Central Europe and beyond, with a focus on growing retail partnerships and sales across the company’s product portfolio.
The appointment complements Curious Universe’s ongoing partnership with Intertoy, a leader in international sales and marketing within the toy and gift industry. While Intertoy continues to support toy distribution and international market development, the expanding German office will focus on building relationships with retailers and growing the company’s broader product categories.
Dennis brings more than 10 years of experience in the toy and children’s sectors and extensive knowledge of the German-speaking markets.
Dennis was most recently Senior National Account Manager at Moose Toys, where he helped drive multi-millioneuro growth across grocers and discounters, including Lidl across Europe, and led the nationwide launch of Mr. Beast Lab across more than 8,000 Edeka and Netto stores.
“I am delighted to be supporting Curious Universe in our expansion in German-speaking countries and Europe and helping to strengthen our market position,” said Dennis Maatz. “I am looking forward to working with a growing and highly talented team and a very exciting product portfolio.”
Curious Universe can be contacted at sales@curiousuniverse.co.uk.
Wow! Stuff appoints Tracy Griffiths as Head of Sales UK
Wow! Stuff has announced the appointment of Tracy Griffiths as its new Head of Sales UK, effective from the beginning of March.
Tracy brings more than 20 years of experience across the licensing, retail and toy industries, with a strong track record of driving commercial growth, building brands and developing strategic partnerships across international markets. Her broad experience on all sides of the industry gives her a unique perspective on the full brand lifecycle; from buying and licensing through to execution at retail.
Most recently operating as a Licensing Consultant, Tracy worked closely with IP owners, agents and licensees to develop and deliver tailored licensing strategies that supported long-term brand growth. Prior to this, she served as Head of Licensing at Golden Bear Products, where she led licensing strategy and managed relationships with global licensors and agents.
Earlier in her career, Tracy held senior international licensing roles at Fremantle Media and Hit Entertainment (Mattel), overseeing multi-territory strategies across EMEA and Australia, where she led high-performing teams and drove collaborative partnerships. She began her career in buying at Woolworths and Mothercare, building strong retail foundations across licensed character product and core categories.
“I’m incredibly excited to be joining Wow! Stuff at such a pivotal time for the business,” said Tracy. “The company has built a reputation for true innovation and for doing things differently. I’m looking forward to working with the team to strengthen retail partnerships and drive the next phase of growth.”
“Tracy’s breadth of experience across retail, licensing and international markets makes her a fantastic addition to our senior team,” added Dawn Lavalette, Managing Director at Wow! Stuff. “She understands the industry from every angle and brings both commercial focus and strategic insight. Her leadership will play an important role in supporting our continued global expansion.”
Simm collaborates with Jeremy Robinson to develop product portfolio across UK&I market
Simm Spielwaren has announced its collaboration with Jeremy Robinson to develop the UK/I market across its entire product portfolio.
Simm Spielwaren, known for its Lena, Darda and Lena Tin Toys brands, manufactures high-quality toys. All Simm plastic products and tin toys are produced in Simm’s own factory located in the Czech Republic, allowing the brand to respond quickly and flexibly to customers’ individual needs.
As a family-run business, Simm Spielwaren is now in its third generation of family leadership. Founded in 1926, the company celebrates its 100th anniversary this year.
“We are very much looking forward to working with Jeremy, who, thanks to his many years of experience and contacts, will be able to establish our market presence in the UK,” explained Carola Sohn, MD of Simm Spielwaren.
Stefan Ziegler, Simm Spielwaren’s Sales Director, added: “We look forward to meeting the needs of the customers throughout the UK and supporting Jeremy as he develops our offer with retail partners across all channels.”
Talking about the partnership, Jeremy explained that the range from Simm perfectly complements his existing activities, allowing him to offer additional categories with a key focus on the vehicles category across multiple formats. The Lena vehicles brand has enjoyed strong sales in the UK/I market, and he is excited to have the opportunity to reintroduce the offer to retail partners.
Jeremy Robinson
Jeremy also said that the product range covers a wide range of price points and themes, with the benefit of branded and licensed options within the offer, as well as private label opportunities available from the brand’s own manufacturing locations in the Czech Republic. The recent introduction of Arts & Crafts and Kidult items further enhances the offer and the relevance of Simm as a supplier to all prospective customers.
For further details and range information, contact Jeremy on 0777 248 2255 or at j.robinson@simm-spielwaren.de.
19th - 21st May 2026
Toymaster is pleased to invite all Independent Toy, Model & Hobby and Gaming retailers from the UK and Ireland to attend the 2026 May Show.
We welcome you to join us at the Majestic Hotel in Harrogate, where you’ll have the opportunity to connect with a variety of Suppliers and explore an extensive range of products tailored to meet the needs of all retailers. For more information and to register online, please use the following link:
Opinion
Targeting to storytelling: the new rules of toy & games marketing
Sonika Chowdhury looks at how advertisers should utilise algorithms for consumer targeting, and why the shift towards creative-led targeting and fully optimised campaign structures are beneficial to toy and gaming brands.
If you work in the toy or gaming industries, you’ll know the familiar tension: brand building vs. sales. One moment you’re trying to tell a rich story about your brand, the next you’re being asked how quickly you can shift units before the next retail reporting deadline. In industries closely tied to retail cycles, launches and seasonal peaks, it’s no surprise that performance-driven activity often takes priority. But here’s the catch: sales campaigns perform better when the brand is already known. In the world of digital platforms, maintaining that brand presence is becoming more challenging and more interesting than ever.
For years, many advertisers relied on granular interest targeting. Promoting a strategy game might involve targeting people interested in specific board games or gaming titles. Launching a new toy line often meant leaning into similar brands or product categories. However, across paid social platforms, detailed options are steadily being removed or consolidated. Interests tied to specific games titles, toy ranges or niche hobbies are becoming less available.
Understandably, this makes some advertisers nervous. Wider targeting can feel like handing over your carefully planned budget to the algorithm and hoping for the best. Nobody wants their family board game appearing in front of someone who only cares about flight simulators and power tools. But platforms aren’t simply removing targeting, they’re rebalancing where the intelligence sits.
Increasingly, algorithms are learning from the signals within the creative itself. Imagery, pacing and tone all help determine which users are most likely to respond. Instead of telling the platform exactly who should see your ad, you’re providing the creative ingredients and allowing it to find the right audience. This shift works particularly well for toys and gaming, where products are expressive and emotionally driven. A creative showing the excitement of a party game, the immersion of a new role playing game (RPG) or the joy of a shared family moment communicates a huge amount of information to both the viewer and the algorithm.
Of course, this shift towards creative-led targeting means media and creative can no longer sit in separate corners of the room politely nodding at each other once
the campaign goes live. They need to work hand-inhand from the start. At Generation Media, we’re lucky enough to work alongside our colleagues at Portal Studio to ensure a seamless union between creative and media strategies – something increasingly important as audience targeting continues to evolve.
Another complexity for toy and gaming brands is that many campaigns ultimately drive to retailer websites rather than owned pages. While retailers are brilliant partners in getting products into consumers’ hands, this comes with a data trade-off. Without full access to tracking pixels or post-purchase behaviour, marketers lose some of the tools traditionally used to optimise campaigns and build audiences based on past buyers.
So how do we rebuild those signals? One solution is to think longer-term about campaign structure and build a brand arc instead of isolated bursts. In many toy and gaming marketing plans, products receive several smaller activations across the year, particularly when a brand has multiple launches. Each campaign often runs independently with its own budget, objectives and creative. But consolidating those investments into a broader brand campaign can create a continuous branding arc that builds audience signals over time.
Take a gaming publisher with several genres in its portfolio, such as RPGs, strategy games and simulation games. Instead of marketing each release in isolation, the brand could run always-on campaigns built around these genre pillars. Over time, audiences naturally form based on the content they engage with. Someone who regularly interacts with RPG-themed creative becomes a strong candidate for future RPG launches, while fans of strategy-focused content can be retargeted when the next strategy title lands. Suddenly, even without retailer purchase data, you’ve built intent-based audiences from engagement signals.
Consolidating investment also unlocks access to measurement tools that smaller campaigns often can’t reach. Platforms typically require minimum spend and reach thresholds to run brand lift studies, and individual campaign bursts in toys or gaming often fall shy of those figures.
Pooling budgets into a larger branding programme allows those thresholds to be met and provides insights
that performance metrics alone could not provide, such as:
• Are people more aware of our brand after seeing our campaigns?
• Do they associate us with the genres or play experiences we want to own?
• Are we gaining ground versus competitors?
• Are consumers more likely to consider purchasing our products?
Retail-driven industries often treat branding as a luxury, something to do when there’s budget left over. But brand familiarity reduces the friction of purchase. When consumers already recognise a game studio or toy brand, they’re far more likely to click, search or add to cart when the moment arrives.
While sales targets will always be front of mind in toys and gaming, it may be worth thinking less about individual campaign bursts and more about the bigger story being told across the year. Because when the next launch arrives, it’s a lot easier to sell a game or toy if the audience is already obsessed.
Sonika ChowdhuryAssociate Director at Generation Media
Licensing World
YuMe Toys unveils new One Piece Barrel Capsule collectibles
YuMe Toys is expanding its One Piece portfolio with the launch of an all-new surprise capsule range. Set to debut across EMEA and ANZ this spring, the launch forms part of a multi-year licensing agreement and introduces a distinctive Barrel Capsule format inspired by the adventurous spirit and seafaring legacy of the One Piece universe.
Following strong market traction for its One Piece figural keychains, YuMe has developed the Barrel Capsule range to elevate the fan and collector experience further. Each capsule is designed as a sculpted seafaring barrel and delivers a layered, story-driven unboxing journey that mirrors the sense of exploration at the heart of One Piece.
Fans lift the lid to uncover a clue card, unfold a collector checklist styled as a wanted poster and finally reveal a surprise figure concealed inside. Water-reveal elements, interactive details and simple display-stand assembly add further depth and excitement to the unboxing experience.
The first series features an instantly recognisable line-up of the first six Straw Hat Crew members, including Luffy, Zoro, Nami, Usopp, Sanji and Chopper, allowing fans to collect core characters from the start.
Each figure is paired with a themed display base and an acrylic nameplate, enhancing shelf presence and encouraging long-term display. Modular plinths can be connected to create a unified scene, supporting collectability as the range expands over time.
The Barrel Capsule range reinforces YuMe’s reputation for delivering premium surprise collectibles that combine strong character IP with tactile, immersive mechanics. From seafaring iconography revealed through water activation to interconnecting display bases, the collection sets a new benchmark for anime collectibles at retail.
For retailers, the blind-box format and chase-driven collectability are expected to generate high repeat purchase rates, positioning the Barrel Capsule range as a compelling addition to the growing anime and Kidult collectibles category.
For more information, email emeasales@yumetoys.com
GP UK reveals plethora of licensed ranges for 2026
New to the GP Flair UK range for 2026, GP UK – working in partnership with Headstart International – will be launching Ooshies, a new licensed range of collectibles and pencil toppers designed to capture the imagination of fans and collectors alike. Blending popular entertainment properties with fun, pocket-money collectibles, the range offers vibrant designs and strong retail appeal.
Throughout 2026, the range will benefit from strong global distribution, with additional licences and product formats joining the collection. Current licences already include globally recognised brands such as Disney, Harry Potter, Marvel, Minions and Toy Story, with more expected to follow. Each licence is brought to life through colourful five-pack pencil toppers and eye-catching four-inch vinyl figurines, creating playful novelty items for fans while offering retailers an engaging collectible category with strong shelf presence.
GP is also preparing for the upcoming Godzilla x Kong: Supernova, set to arrive in cinemas in spring 2027. The film will introduce several new human characters alongside the iconic Titans Godzilla and King Kong as they confront a cataclysmic, world-ending threat. In anticipation of the release, GP is expanding its Monsterverse portfolio with collectibles inspired by the Monarch: Legacy of Monsters series, featuring Ion Dragon and Mantle Claw.
With the new series Winx: The Magic Is Back, GP is introducing characters from the darker side of the story with the launch of the Trix sisters – Darcy, Icy and Stormy. Known as the Winx Club’s arch-nemeses, the Trix are determined to steal Bloom’s magical powers and unleash chaos across the magical dimension.
Alongside the villains, the beloved Winx fairies are also receiving new releases. The winter-themed Winx dolls – Bloom, Flora and Stella – arrive dressed in seasonal outfits inspired by the show and include their own sled accessory. GP is also introducing the Winx Rock Music dolls, where Bloom, Stella and Flora each come with their own musical instrument.
Beyond licensed collectibles, GP is continuing to expand its creative play portfolio. Building on the popularity of the long-standing Plasticine range – and following a strong reception at Toy Fair – the company is entering the Arts & Crafts category with the introduction of Plasticine Flexi Pro Flowers. Each kit includes everything needed to create beautifully sculpted flowers, including tools, cutters, a paintbrush and paints. Step-by-step visual instructions are available via a QR code, helping users easily follow the creative process.
The range features several designs, from intricate sunflowers to elegant orchids complete with their own display vase, as well as a smaller pack featuring spring daffodils and tulips. The Plasticine Flexi Pro Flowers range is set to launch later this year.
For more information, contact GP UK on 020 8643 0320 or email customerservices@flairgp.co.uk
Funko and McLaren Racing announce global licensing agreement
Funko has announced a new agreement with McLaren Racing, marking the beginning of a collaboration that will bring one of racing’s most iconic and performance-driven teams into Funko’s global licensing portfolio.
With specific product details to come later this year, the collaboration will see McLaren Racing integrated into Funko’s expanding sports category with an expected on-shelf date of November 2026.
“McLaren Racing represents excellence, innovation and an extraordinary global fanbase,” said Andy Oddie, Chief Commercial Officer at Funko. “We are incredibly proud to partner with such an iconic Formula 1 team and look forward to bringing McLaren’s legacy and performance-driven spirit into the Funko universe in a way that resonates with collectors and motorsport fans worldwide.”
This new agreement reinforces Funko’s continued strategic growth within the sports sector and its commitment to delivering authentic, innovative products that connect global fandoms with the brands and teams they are most passionate about.
Fans can follow @funkoeurope for updates on the launch and stay up to date on all things Funko as more exciting reveals are announced. For trade enquiries, email newtradeenquiries.emea@funko.com
MV
Sports reveals new Winnie the Pooh pre-school collection
MV Sports has announced its newest partnership with Winnie the Pooh. With soft colour palettes, nostalgic storytelling and multi-generational appeal, Winnie the Pooh is a consistent performer at retail, and MV Sports’ latest pre-school range blends character charm with everyday functionality for modern families.
The Winnie the Pooh Deluxe Bobble Ride-On is designed for little ones just beginning to explore the world on wheels. With its neutral tones and integrated character artwork across the plaque, frame and wheels, the aesthetic feels elevated and gift ready from first glance. The wider handlebars and supportive seat help encourage balance and coordination as toddlers build confidence, while the double rear wheel design adds reassuring stability for those early wobbly moments.
Complementing active play is the Winnie the Pooh Play Tent. Standing tall with fully printed panels, it creates an immersive hideaway. The charming graphics featuring Pooh and friends offer instant recognition, while the tie-back door detail allows children to choose between an open social space or a cosy den. Designed for both indoor and outdoor use, it is easy to assemble and just as simple to pack away.
Completing the range is the Winnie the Pooh 12-Piece Play Mat, a versatile soft play essential. Featuring 12 interlocking tiles with pastel backgrounds and beloved character moments, it creates a comfortable, cushioned base for playtime. The modular design allows parents to configure the layout to suit their space, offering flexibility that resonates strongly with today’s consumers.
Together, these lines create a cohesive Winnie the Pooh pre-school collection that balances movement, imagination and comfort. For more information, get in touch with MV Sports on 01217 488 000 or visit www.mvsports.co.uk
Make Believe Ideas unveils new collection in partnership with ZSL London Zoo
Make Believe Ideas has announced a collaboration with London Zoo, run by the global science-led conservation charity Zoological Society of London (ZSL), to celebrate ZSL’s 200 years of conservation, culture and innovation.
The Zoo Crew range is a new collection offering a variety of plush toys and books for babies, toddlers and animal lovers of all ages. Encouraging early engagement with books and wildlife, this tactile range focuses on endangered animals while every purchase supports ZSL’s vital conservation work. This partnership combines Make Believe Ideas’ passion for sensory-rich innovation and children’s education with ZSL’s mission to protect animals, restore habitats and inspire support for nature globally. First previewed at the Spring Fair earlier in February, it will be available to purchase from March 2026.
This brand-new range features soft large animal plush, hand-puppet cloth books, Clip & Go plush, Zippazoo Bag Buddies, plush notebooks and sensory board books. Filled with recycled stuffing and packaged with environmentally conscious FSC-certified materials, these companions help to introduce young ones to wildlife and sustainability, while instilling a lifelong love of wildlife and animals.
“We’re delighted to be working with the ZSL team on this range of products,” said Joanna Bicknell, CEO of Make Believe Ideas. “For our first foray into licensing, it was essential that we aligned with a brand which shares our core values and could perfectly blend with our individual approach to publishing and creating ranges children want to spend time with and parents want to spend their money on. Working with ZSL to bring the Zoo Crew to life across these products has been so much fun for myself and our creative team. We can’t wait to see this range hit the market in 2026, but more importantly into the hands of the next generation of animal lovers.”
The Zoo Crew collection will be available to purchase at ZSL Zoo stores and online at www.shop.zsl.org or via www.makebelieveideas.co.uk. To get in touch with the sales team, call 01442 874 569 or email mbibooks@makebelieveideas.com
Harry Potter flagship shop to open on London’s Oxford Street
Warner Bros. Discovery Global Experiences has announced it will be opening the first premier flagship shop in London, joining the King’s Cross shop as one of the UK’s only official Harry Potter retail destinations.
Harry Potter Oxford Street will open in autumn 2026 and is located at The Ribbon, 134-140 Oxford Street, covering 21,000 square feet across two floors.
Designs are underway to transform the interior of the building into a wizarding emporium celebrating the beloved locations featured in the books and films. With photo opportunities, interactives and exclusive merchandise, it will be a popular destination for fans and visitors to the capital.
Karl Durrant, Warner Bros’ Senior Vice President and General Manager of Worldwide Retail, said: “Harry Potter is deeply rooted in British storytelling, and this will give fans an exciting new way to experience this magical world in the city that features so prominently in the stories. This is offering a completely new retail experience for Harry Potter fans, which will delight and entertain; it’s going to be very special.”
The new shop will join the collection of Harry Potter experiences owned and operated by Warner Bros. in London, including Warner Bros. Studio Tour London – The Making of Harry Potter and the Harry Potter Shop at King’s Cross. For more information, visit www.wbd.com.
Licensing World
Jakks Pacific announces global agreement with Sega for Sonic the Hedgehog 4
Jakks Pacific and its costume division, Disguise, have announced a multi-year partnership with Sega for Sonic the Hedgehog 4, Paramount Pictures’ feature film set to release in theatres 19th March 2027.
Through the collaboration, Sega and Jakks will design, develop and manufacture a range of products including action figures, plush, play sets, role play, costumes and costume accessories, set to hit the market in early 2027, ahead of the film’s release. The all-new products will feature popular, well-known characters like Sonic, Tails, Shadow and Knuckles, as well as additional favourites like Amy Rose and Metal Sonic.
“Sonic movie products continue to be among our most popular lines year after year, underscoring just how beloved these characters are,” said Stephen G. Berman, Chairman and CEO of Jakks Pacific. “The Sonic brand resonates with fans of all ages, and we’re excited to build on that momentum with a new collection of toys, figures and costumes that capture the spirit of this latest adventure.”
“Jakks Pacific has been an incredible partner, with its creativity, quality and passion bringing Sonic the Hedgehog to life for fans around the world,” added Shuji Utsumi, President and COO, Representative Director of Sega Corporation. “As we look ahead to Sonic the Hedgehog 4, we're excited to continue building on that success together and deliver even more innovative designs for Sonic fans of all ages.”
Jakks Pacific manages a broad portfolio of licensed and owned IP brands and products. These product lines include best-sellers such as Sonic the Hedgehog action figures, plush and play sets. All products for Sonic the Hedgehog 4 will be available globally online and in retail stores in 2027.
Owned by Jakks Pacific, Disguise is a world leader in design and development of inventive and cutting-edge Halloween costumes and accessories with distribution across the world. Sonic the Hedgehog 4 brings an exciting cast of characters to the table, ideal for dress-up products.
Daddy Pig to run TCS London Marathon
Following the announcement that George Pig is moderately deaf, Daddy Pig is stepping up to take on the iconic TCS London Marathon on Sunday 26th April to raise funds and awareness for the National Deaf Children’s Society.
In a first for the beloved Peppa Pig family, Daddy Pig won’t just be running the marathon on screen in an upcoming episode – he’ll be doing it in real life as well, in a specially designed running costume. Turning one of the nation’s most famous mass participation events into a powerful moment of visibility, Daddy Pig is swapping his wellies for trainers to shine a spotlight on children who experience the world differently.
With roughly 54,000 children in the UK affected by hearing loss, Daddy Pig is aiming to raise £54,000 for deaf children and their families supported by the National Deaf Children’s Society.
Fans can track Daddy Pig’s progress on the day using the TCS London Marathon App, where they will also be able to donate to his official Enthuse fundraising page. Celebrations will continue across Marathon Day with a Peppa Pig Fan Zone. The Peppa Pig Afternoon Tea Bus, in collaboration with B-Bakery, will be situated on Jamaica Road, London, offering fans the opportunity to make signs for their loved ones running and enjoy the onsite DJ blasting motivational mixes, as well as Peppa Pig-themed drinks and snacks.
George Crockford, CEO of the National Deaf Children’s Society, said: “A huge thank you to Daddy Pig for taking on the London Marathon to support deaf children like George. We are incredibly grateful to all of our London Marathon runners, whose dedication shines through every hour of training and fundraising.”
Ruedilyn Cox, Director, Global Franchise Strategy & Management, Pre-school at Hasbro, added: “We are proud that Daddy Pig will be running the TCS London Marathon in support of the National Deaf Children’s Society. He’ll be joined by over 50 runners from the National Deaf Children’s Society, including other parents of children with hearing loss. Daddy Pig has also been training with a soon-to-be-revealed celebrity coach.”
KTL announces acquisition of The Werebears
Following its successful expansion into the licensed sector, KTL has announced the next step in its growth: becoming a brand owner with the acquisition of the iconic 1980s property, The Werebears.
With a loyal fanbase already in place, the much-loved brand presents significant opportunities for development. KTL is currently working on an expanded storyline to support the original comics, helping to build a richer narrative world for the brand. In partnership with Midco Toys, this foundation will open the door to a wide range of future product opportunities.
The first wave of new products is planned for launch in time for Halloween 2026, supported by a strong marketing campaign. Further new and innovative product lines are already in development for 2027 as the brand continues to grow. With renewed creative direction and ambitious plans ahead, The Werebears is set to become a brand to watch.
“It’s incredibly exciting to be working with the team at KTL to bring the beloved 1980s classic, The Werebears, back to life,” said Dave Middleton, Managing Director of Midco Toys. “Being part of a toy line where I can help shape its direction and future is something I’ve always dreamed of.
“The Werebears has held a special place in my heart since childhood, which makes this revival particularly meaningful. What began as a late-night idea and a phone call to the original creator has, more than two years later, grown into a fully realised project. The reaction so far, especially in the UK, has been incredible. This is just the beginning, and I’m excited to continue building the future of The Werebears with the passionate team at KTL.”
To get in touch with the team at KTL, call 01395 234 600 or email enquiries@kandytoys.co.uk. To explore its full portfolio of product, visit www.kandytoys.co.uk
Love is in the air
Emilie Erktan explores how UK toy sales have fared over the first two months of the year and evaluates the impact of Valentine’s Day purchases on toy retailers.
Encouragingly, after a strong performance in 2025, the UK toy market has continued to grow in 2026. For the first two months of the year, value sales are up +8% and unit sales are up +7% in the UK, with 5 out of the 11 supercategories in growth. Building Sets lead the gain, driven by new launches in early January and further boosted by strong Valentine’s sales. Lego Botanicals was the No.1 best-selling property in value sales for the week ending 14th February, generating 5.9% of total toy market sales for that week. Furthermore, the Lego Botanicals Bouquet of Roses was the best-selling item in total toys value sales YTD February 2026.
Indeed, 15 of the Top 25 bestselling items in toys for the week of Valentine’s Day were part of the Lego Botanicals range. Traditional Plush sales were also up +18% in value that week, with brands such as Jellycat (+227%) and Carte Blanche (+72%) driving momentum, while the Squishmallows Plush 8” assortment and the Jellycat Blossom Bunny Medium 12.2" assortment were the top selling items in the Plush subclass that week.
especially as 18+ consumers are more likely to buy a toy for No Special Occasions: it accounts for 60% of their purchases vs. 43% for the total population.
Overall, consumers are spending more than 40% of their annual spend on toys for birthdays and Christmas gifts. However, the spend for No Special Occasions and Other Occasions is undoubtedly gaining importance in the toy market. Special days such as Valentine’s Day,
each May, or Back to Hogwarts for Harry Potter, which traditionally marks the start of a share uplift for the brand from September to December. These celebrations show that there is an opportunity for new launches and instore activations to attract consumers with special items linked to an anniversary or special event, increasing the desirability of adding this product to their collection.
According to a Circana consumer survey about Valentine’s Day, 37% said that they bought a card, 25% purchased flowers, 21% bought chocolates and 6% bought a toy (such as Lego Flowers or a Plush item). However, the toy market still has the potential to grow its offer for this event, as younger demographics (18-34 years old and households with children) were more likely to celebrate with friends (Galentine’s) or use Valentine’s as a family occasion this year. Perhaps self-purchase or purchases for friends can be emphasised to reach a larger audience,
Easter or Halloween are a growing opportunity in the toy market. For YTD February 2026, sales of toy items with a Valentine’s Day theme generated £3.2m, up +29% vs. 2025 and almost four times more than in 2024. Other festive calendar events offer potential, with Easter-themed toy sales still lower in the UK than other European countries, while sales of Halloween-themed toys are up +59% in the last two years. Mother’s Day and Father’s Day could also represent an additional opportunity.
Over the years, brands and licences have also created their own events, such as Star Wars with its May the 4th day of celebration, which gives a boost to the licence
In a consumer sentiment survey, which Circana conducted in January, 20% of adults and 74% of children said that they collected toys or cards in 2025. However, 38% of the adult collectors had not purchased an additional item for their collection in 2025. Collectibles accounted for 14% of the total toy value sales and 20% of the unit sales in the last 12 months to February 2026. Strategic Trading Cards Games accounted for 30% of Collectibles value sales, Action Figures Collectibles for 22% and Traditional Plush for 16%. Two thirds of Collectibles sales come from the Blind Bag format, and these sales have increased by double digits.
Collectibles are expected to continue to grow in 2026, with the 30th anniversary of Pokémon, the FIFA World Cup and a strong movie slate to boost Action Figures Collectibles. In addition, the trend for toys and plush with keychains that become wearable could encourage lapsed shoppers to expand their collection in 2026. Collectibles are also going to expand into new categories such as Puzzles and Games, targeting both adults and kids, and
Lego Botanicals’ Japanese Red Maple Bonsai Tree showed the strongest progression in ranking in February 2026 vs. January 2026. Lego Botanicals has become a best-seller in the last three years, as a long-lasting floral gift for Valentine’s Day. No fewer than seven of the Top 15 best-selling items in Total Toys in February were from the Lego Botanicals range. The Lego Customised Heart Ornament also sold well in February.
Fastest Growing Subclasses
Out of the 103 Toys subclasses which Circana is tracking, 49 were in growth for the beginning of the year, with the Top 7 subclasses adding more than £1m each.
Standard Building Sets was the best-selling subclass and also the top gaining subclass YTD February 2026 vs. 2025, contributing more than half of the total toy market growth during this period. It was boosted by a series of new launches released at the beginning of the year. Lego Botanicals was the top property in this subclass over the first two months of the year, strongly driven by Valentine’s Day purchases.
Traditional Plush was the second best-selling subclass in January and February combined, as well as the second fastest gaining subclass. The expansion of Jellycat and Fuggler is driving the category, as well as licences and the trend for clip-on plush. Top licences such as Minecraft and Lilo & Stitch continue to gain share following on from last year’s success.
Top 10 gaining subclasses -
Top 10 gaining subclasses - total toys
The gain in Miscellaneous Toys came from low priced collectibles and squishy toys. The average selling price in this subclass was only £3.92 for YTD February 2026, however sales increased by double digits. Zuru’s 5 Surprise Mini Brand continues to perform well, while there have been new mini collectible launches such as the Hello Kitty and Friends Vending Machine Surprise from RMS. Fidget toys and Squishy toys sales are also up, with new Clickeez and MushMeez among the standout ranges.
Action Figures and Action Figures Collectibles continue to perform well in 2026, after enjoying strong 2025 growth. Leading Action Figure brands are still benefiting from 2025 action movie successes such as Jurassic World, Minecraft and How To Train Your Dragon. The strong upcoming box-office line-up is likely to grow this subclass even further in 2026, as it is the subclass with the highest sales coming from licensed toys. Action Figures Collectibles is also up, with Funko driving the growth, especially with licences targeting teenagers and an adult audience such as Stranger Things, Jujutsu Kaisen, One Piece live-action and KPop Demon Hunters. The Tubbz brand from Rubber Road and YuMe’s wide range of collectibles are also in growth.
Talking Shop Spring sales to summer shelves
Toy World's Gabriela Jiménez García and Chloe Thomas-Evans caught up with a selection of indie retailers to hear their thoughts on the start of 2026 and what their plans are for the upcoming summer season.
Andy Tipping - Marlow Toys, Marlow, Buckinghamshire
SSales at the beginning of 2026 have been good. In particular, pocket money products and fidget toys are popular right now, with many people buying them for their children. With Pokémon, we’ve found that all ages want to purchase it, and as soon as new releases are dropped, we tend to see an increase in sales. This time of year, people are searching for the latest lines that have just been launched, especially Lego lines. The Michael Schumacher Lego car has been very popularit's an iconic car, especially with the surface stand for Michael Schumacher being included. The new Winnie the Pooh Lego set has sold well too.
The Jigglets range from 3D Studio Gifts has also been popular, especially with children in the after-school hours. Our stock for this has been selling fast at pickup points.
In terms of our most recently added stock, Orange Tree Toys’ wooden products have sold particularly well. I find that many people are going back to traditional wooden toys, particularly when buying for nursery aged children. There’s now more of a focus on toys with longevity, and it seems that people want to buy products that are more environmentally friendly.
We’ve also started looking at summer stock recently. There are new generations of water pistols coming out which we are excited about. We tested some of the new water pistols from Reydon Sports at the London Toy Fair and the rapid-fire ones were different from anything we’ve seen before, so I think they will go down well in summer.
During the summer, Vivid’s Phlat Balls, Spin Master’s Aerobie and Hasbro’s Nerf Guns always sell well. Bubble blasters and more traditional bubble machines also tend to attract customers, and these prove popular with younger children.
Our summer range is quite broad, with products suitable for young children all the way up to teenagers. Stomp Rocket is another popular line for us during the summer months, so we stock three or four versions of it every year. Even adults like playing with it to see how high they can get the rocket into the sky.
Our customer base is broad: we have everyone from grandparents to aunts and uncles and even nannies that look after young children. I’ve always had a good mix of generations in my stores, and many come in for advice - our teams have the knowledge to help guide them.
Looking ahead, I’m excited for films such as Toy Story 5, Minions & Monsters and Superman: Man of Tomorrow. I think Toy Story’s main characters will sell well and the fifth instalment of the franchise will bring an abundance of new product to stores. As a Toymaster member, the store has access to Toymaster meetings, so we hear about new product and make sure we are stocking it at the right time.
Our Toymaster membership is hugely beneficial: we get a lot of information, as they tend to be in more direct contact with the companies releasing new product. They also give us advice on their website or through the Toymaster Information Management System (TIMS).
We’re trying to be optimistic this year and making sure we’re aware of release dates and keeping in regular contact with manufacturers. We’ve found that some suppliers have been selling all of their stock fast, so we need to make sure we’re getting those as soon as they are available to us.
Talking Shop
John Bentley - Howleys Toymaster, Weymouth
2026 has been a fantastic year for us so far; we were up 26% in January and up 30% in February, and that trend has been continuing so far in March. Overall, we have been encouraged by sales and trade this year. This has mainly been due to the introduction of some excellent product, particularly at lower price points. Pocket money pick-up lines, such as Jigglets by 3D Studio Gifts and highly accessible Trading Card Games, including Pokémon, have been a highlight for us and continue to be strong sellers. Lego has also been a brilliant performer, and I’m sure many retailers will agree that there have been some outstanding launches from Speed Champions, such as the Back to the Future Time Machine and Lightning McQueen Race Car. All in all, the whole Lego launch for January 2026 has been exceptional. There are plenty of new lines to get behind, and I hope that we will be able to maintain the
strong momentum despite the unrest in the world. We are wishing for a positive Easter period and hope to maintain these levels of increase into the summer.
We’ve been very happy with the sales from our Tonies range, which has been performing very well. Mattel’s Hot Wheels also continues to be a strong seller, and it’s one of the ranges that transcends age; kidults enjoy expanding their collections with new additions, and children are getting them purely for play. We’ve also been happy with Blokees, which has been tremendous. The Gundam range of construction kits and Transformers Blokees have both been exceptional.
Additionally, Fugglers continues to be a reliable line for us. It came to life in the run-up to Christmas and has continued to perform well since then. With KTL now offering the largest Fuggler range in the UK, I believe the brand will continue to be successful. Simba Dickie’s YuYus range, featuring both Winnie the Pooh and Stitch licences, has also been popular with our customers, which was a pleasant surprise, and I also believe Just Play’s Happy Haul collectibles brand will see good sales. Action Figures have been a sought-after category at our store, with WWE toys being one of our strongest lines in that category; as long as we stay on top of new releases, I think this will continue to be tremendous. Tech Deck from Spin Master is another trending line that has been doing well.
As we run two stores located on the coast – Weymouth and Paignton – we tend to place early orders with major outdoor toys suppliers such as KTL and Wilton Bradley. We’ve got some product from both companies arriving at our warehouse now, and we’ve started executing a soft launch on outdoor product/beach product in our seasidebased stores. Some of the products we’ve incorporated include buckets and spades, kites, beach mats and footballs; we like to provide families and tourists with all they need to have the perfect day out at the beach at a highly accessible price. Once the Easter period is over,
Karen Sasse - J & J Wilson Toymaster, Bude, Cornwall
WWhile trading has been pretty quiet for us at the moment, Pokémon is still selling well and it’s keeping the money coming in. I thought the interest in it would dip, but it hasn’t. People are still searching for it in-store.
Due to the state of the world of the moment, I don’t think many people are coming in which is unfortunate. We’re just trying to make sure we have all the right stock and that includes a lot of Pokémon but also a lot of Lego as they are the two best-sellers for us.
There are a few others that sell moderately well too. For example, Tech Decks are very popular, even if they’re dropping off a little bit now, and Hasbro’s Beyblades and Mattel’s Hot Wheels are also selling well. These products seem to be quite popular with the older generation or collectors looking for new products from their favourite brands. For example, we’ve had quite a few Fast & Furious Hot Wheels and they’ve picked up quite a bit and so have the original and icon-themed ones.
As a holiday destination set on the sea, most of our trade comes during summer months. We rely on locals a lot throughout the year, but business does tend to pick up during Easter and we do try and advertise on Instagram and Facebook to increase footfall in quieter periods. We also hold different competitions to bring locals in. Funnily enough, the rain can also be helpful to us, especially in busier periods as people cannot enjoy the beach so they come into our store to look around instead. When it comes to the retailers we work with, I can
we’ll begin moving into inflatables and everything else that goes within the overall outdoor toys range, ready for the summer period.
I think this year is also going to be a fantastic one for movies, and we’re really looking forward to some highly anticipated releases, including the Super Mario Galaxy Movie that’s being released this month – we’ve even got a TV in the store showing trailers as we speak. The Mandalorian & Grogu is also due to come out in May; the TV series has been amazing, and I think the film’s going to be terrific – I really liked the trailer. Nonetheless, I think the real highlight of the year is going to be Toy Story 5, releasing in June. There’s been a complete relaunch of the Toy Story characters, and although Toy Story products have always been steady sellers, it’s exciting to see that there will be new characters featured in the film. I am very excited about this development, and we’ve already seen Mattel’s preview of Toy Story 5 products and have been working with the company to bring a new range into our offering. There’s also a Masters of the Universe movie coming out in June, which is exciting, so there’s plenty to look forward to.
We work closely with our suppliers in different ways to keep our customers engaged within our stores. The Lego Make and Take events are always fantastic and create a lot of in-store theatre – they allow kids to make models and take them home with them; we’re currently just setting up the Easter demonstration in all our stores. We’ve also got Plus-Plus demos planned for later in the year. We try to do as much in-store activity as we possibly can and collaborate with the town centres too. For instance, we’ve currently got a dinosaur hunt event, featuring a big fossil in the shop, where kids can come and spot the fossil and then put a sticker on their cards before moving on to the next one. Once done, they can then go in for a prize draw by handing in their stamp cards. All in all, we do all we can to keep engagement high and help set ourselves apart from other stores selling toys in the area.
see that the support we receive is pretty good. I’m not usually one to ask for advertisements, but on the rare occasion I do, they are quite helpful as we’ve got three large windows to display them in. We also might get toy donations for our competitions if we ask for them.
After Easter, I will start looking at some more stock to bring in. I tend to look at stock more generally at the start of the year, but once Easter passes, I begin looking at stock that we can bring in from then until August.
There are quite a few films coming out soon and I hope to add some product from them to my summer offering. For example, Toy Story 5 is coming out soon and, while I’m not sure if I can name specific products, I will say that I have pre-ordered some products to be sold in my store. Personally, I love Toy Story and I have been selling Toy Story toys for years so I’m excited for the new movie coming out.
026 has been a great year for trading so far. We’ve had a few structural changes in the shop – both physical and with our staff – and these changes have proven beneficial, leading to almost a 25% increase in profits. When our old toy shop manager retired and our model shop manager began to experience long-term sickness, we moved all our model kits into the toy shop so everything could be handled by our existing staff. We now have four shops combined into one, with our toy shop and model shop sitting alongside our sweet shop and more general retail area for products such as alcohol and tobacco. By combining these, we have seen a surge in business while simultaneously cutting costs.
We now use the model shop area for pre-school products, and we’ve spread some of the toys out into the sweet shop area as well. Our sweet shop area wasn’t performing particularly well before, so we’ve given a lot more space for toys and ensured we have bigger window displays. We have a larger chain toy store not far from us, but our product range is far broader than theirs - I have actually been told that we have the largest Lego range in the West Country.
Unsurprisingly, we’ve been doing a huge amount of business with Lego and Pokémon. Lego is a consistent seller, as is Pokémon, and our sales have been increasing week-on-week. The railway side of our business has experienced a slight drop in sales, but that’s probably down to the fact that the retail assistants in the shop don’t know as much about railways. Our model shop manager was a railway enthusiast, so that’s where his area of expertise really came in handy. We have increased our model kit offering to account for this and we’re now selling more kits than ever to before, helping to balance the costs.
At Easter, we can only expect business to get better as we’re a seasonal town with lots of celebrations to draw people in. We’re also in the process of getting new stock in. New KPop Demon Hunters figures are on the way, and we expect them to sell well. We’re also looking to introduce products related to movie releases such as Toy Story 5. The issue with bringing product in that’s tied to a movie release is that, once the movie is no longer popular, it sometimes becomes harder to sell stock. That’s why we’re trying to be considered about how much we order and how long we’ll stock it for. We have plenty of experience when it comes to ordering product and the staff know exactly what to buy and when to put it on the shelves.
The staff have also started looking at summer stock. We know we won’t have a large range, and we won’t sell certain products such as buckets and spades because of where we’re located, but we will be selling products such as kites and balls. With the extra space we have, we are also looking at creating a window display and working with more representatives. We may also introduce some outdoor games as we currently only sell sporting items such as tennis rackets and cricket bats. It would be nice for us to include some lawn games to our range in the future.
When it comes to our relationship with suppliers, I am happy to say that we are very well-supported. This is great for us as we need the advice, and suppliers are more than happy to tell us what we should be focusing on. We hope to build even stronger partnerships in the future.
Stephen Barnes and Mark Buschhaus
Toys up, carvery
down
2
026 has certainly started well. After a strong January, February really took off, and sales have been well ahead of our best expectations. There are many categories performing extremely positively. At the top level, it is Lego, Pokémon and pocket money toys and collectibles that are the absolute standouts and really driving sales. It is keeping us on our toes, trying to keep items in stock, which is a good problem to have.
The highlight over the last few weeks has been the pocket money area, where the sales have absolutely exploded, tracking over double last year. The squishy craze has gone viral over the last few weeks off the back of TikTok, and sales have gone through the roof. New squishy lines from KTL and Scrunchems from One For Fun have been flying out. The kawaii-themed Squishy Bao Bun has also been phenomenally popular, which is another craze from TikTok. Larger squishies are gaining traction and we have done well with the range from HTI. It is good to have so many suppliers to choose from and keeping it all in stock is a lot of fun. At times over the weekend, you cannot even get down the pocket money aisle to tidy and fill it!
Another stand out segment is the collectibles/blind box area, which is showing great growth for us. We’ve seen great things from Baby Three and Kimmon, and these are continuing positively. We have also taken the Disney YuYu’s from Simba, which have started well for us. Zuru collectibles are also performing well, with the My Mini Baby range being the most popular, along with the Fill the Fridge collectibles. The Maxx Retro collection has been good for us too. Miniverse from MGA is another popular range, with the new Animals and Baby collections both getting off to a strong start. We are offering more Kidult collectibles now, with our Funko range growing and the Mofu Mofu Tenori range from Bandai doing well.
Games is always a good category for us, and keeping a core range in stock all year is key. Our best sellers are Uno Classic and Show ‘em No Mercy, Monopoly and Rubiks Cube. Dobble also does very well, along with Top Trumps. The Lego games from Asmodee are a good fit for us and we like the new Lego Ninjago Destiny’s Bounty game. We’re looking forward to that arriving in store later this year.
For the last two days, we have been in Coventry at the Toymaster Regional show, which was certainly worth attending. Even though we saw most suppliers at Toy Fair, there were a lot of new products that have been released since then. KTL was showcasing a wide selection of new lines, including more from Zuru and updates across all its craze lines. It was good to see Super Mario Galaxy products for the new film that is about to release. However, there was not a dumpling in sight on any of the stands.
On a serious note, there was a major change for lunch, with the carvery being changed for soup and some sandwiches. It was safe to say it did not go down well with most people, and we must confess it was Mark’s idea, so everyone could have a bit more time with suppliers (and we get a full meal later in the evening). However, the sandwiches were fairly basic, and one supplier said they were so hungry they were going to stop for a carvery on the way home. So, our apologies to everyone for that!
Toy Barnhaus
Feature Pocket Money Toys and Collectibles / Blind Boxes
Pocket money discoveries
After a very successful 2025, Pocket Money Toys & Collectibles/Blind Boxes continues to thrive with the introduction of many new fidget toys and innovative collectibles set to capture consumers of all ages. Toy World’s Gabriela Jiménez García speaks with leading suppliers in the category to learn all about the trends currently dominating this space and new launches worth keeping an eye on in 2026.
Pocket Money Toys & Collectibles remains one of the most successful, competitive and burgeoning categories in the toy industry, offering consumers a diverse range of small, fun items at highly accessible price points that cater to all budgets. For retailers, it provides low-cost stock that offers a quick return, often driving impulse purchases and encouraging repeat visits from kids and kidults alike. From sensory fidget items that deliver relaxing experiences to miniature display figurines and wearable collectibles in diverse designs and formats, the world of Pocket Money Toys is all-encompassing and ever evolving, with more innovation from numerous suppliers on the horizon for this year and beyond.
February’s Circana insights confirm that Collectibles was a key element of 2025’s growth, with the category up by +13%, driven by products ranging from trading cards and stickers to action figures and playset dolls, to plush and building sets. Leading suppliers in the category believe that there is an endless opportunity for development, as consumers continue to seek inexpensive products in a consistently challenging economic climate, which prevents the category from ever becoming stagnant. “The Pocket Money Toys & Collectibles category continues to grow as consumers seek low-cost, high-engagement products that still feel exciting and collectible,” says Kayleigh Ogden,
Operations Manager at 3D Studio Gifts. “With families becoming more value-conscious, products that genuinely sit within pocket money spend are increasingly important.”
Blind unboxing continues to be a driving force, and the numerous new blind box and blind bag ranges launching this year demonstrate that mystery collectibles are at the forefront of the category. According to 3D Studio Gifts’ Kayleigh Ogden, blind boxes and blind bags remain a powerful driver of repeat purchasing due to their surprise-led appeal. “The excitement of not knowing which character you’ll receive continues to resonate strongly with both children and collectors,” she explains.
Kayleigh also highlights that social media has significantly amplified this behaviour, as unboxing and reveal videos on platforms such as TikTok and Instagram have turned blind bag collectibles into shareable entertainment, encouraging brands to focus on strong character design and clear collectability, even at entrylevel price points. On TikTok, the hashtag #unboxing has been viewed 101.3b times, emphasising a clear demand for content that shows the unpackaging and reveal of products on camera, with the unboxing of collectibles and mystery toys as a dedicated category on the platform.
Similarly, Omer Dekel, CEO of PMI, believes that blind boxes and blind bags sit at the heart of today’s collectibles
market because they turn purchasing into an experience. “The mystery element builds anticipation before the product is even opened. There is a genuine excitement in not knowing which character you will get,” he says. “That uncertainty fuels the thrill of the chase and naturally encourages collectors to return again and again to complete a set. It shifts the dynamic from a single purchase to an ongoing journey.” Likewise, KTL’s Commercial Director, James Carnell, suggests that including ‘rare’ or ‘chase’ figures in a collection encourages repeat purchases as consumers revisit stores in search of the exclusive, rare collectible. “Many blind box series include ‘chase’ figures or rare variants that are produced in limited quantities. This scarcity drives up demand and perceived value, encouraging collectors to buy multiple boxes in hopes of finding these rare items.”
The social media phenomenon surrounding the recently launched Baby Woodland Fairy Costume series of figurines by Epoch’s Sylvanian Families serves as a prime example of how blind bags drive repeat purchases and keep consumers engaged for a longer period. Amongst eight fairy forest-themed characters in the collection is the soughtafter Sea Otter wearing a rock costume, as well as a secret character. Consumers have turned to TikTok to express their desires for obtaining the Sea Otter and secret animal, with numerous unboxing videos surging on the platform,
Feature
Pocket Money Toys and Collectibles / Blind Boxes
showcasing users anxiously ripping into packaging to find out if they’ve finally managed to find one of these viral figurines.
Several other suppliers have also unveiled brandnew blind-box collections featuring rare items that will encourage the chase for the ‘special one’ as consumers seek to complete their collections. Rubber Road has announced that it will be introducing blind box collectibles into its Tubbz portfolio this summer, which will also include rare figures to keep fans excited and engaged. Co-Founder Ben Grant says, “After three years in development, our blind Tubbz are on the way. We have created collectibles that feature the same premium quality as all our Tubbz products, and we will be featuring different characters, as opposed to having the same character in different colourways. For further excitement, there will be rare characters to chase and collect. Even if kids don’t find the rare, the quality and quirkiness of the common characters is so strong that there will be no disappointment factor.”
Click Distribution has expanded its portfolio with PhatMojo’s range of Mystery Minifigures featuring popular Roblox gaming licences, Steal a Brainrot and 99 Nights in the Forest. Both ranges feature 10 mystery characters from each popular gaming franchise, including a mix of common and rare figures to encourage trading and repeat purchase. Meanwhile, Blokees has announced the new launch of the Blokees Wheels Transformers C02 Wreck & Rule blind box die cast collectibles this month, featuring special editions. The series includes 12 core vehicles and four hidden edition variants, with hidden editions featuring a 2.5cm Cybertron holographic racing driver placed within the cockpit. Craze Toys is also set to introduce new licences and special chase figures to its Inkee collection of surprise bath bombs to maintain strong engagement for the line.
PMI’s Omer Dekel states that one of the strongest trends currently impacting the category is the rise of teen and adult collectors who are not buying just for play value, but to add personality and character to their everyday world. Given the popularity of collectible accessories, Circana has even recognised Wearables as a new category in 2026. The wearables trend has been noticeable across Pocket Money Toys, as many of the new collectibles being launched this year feature clip-on and keyring features, enabling consumers to personalise their belongings and proudly display their fandom. Just Play, Funko and YuMe are just a few of the suppliers introducing new keychain and clip-on collectibles to their ranges
collectors will find soft, fuzzy duck plush dressed in removable snack-themed costumes. The brand also features Disney Scents of Style Blind Box Plush of colourful scented clip-on accessories featuring beloved characters, including Winnie the Pooh’s Tigger, The Aristocats’ Marie and Toy Story’s Lotso. Funko is refreshing its Pocket Pop! vinyl series of compact keychain collectibles designed for onthe-go collectability. New Easter launches include a Hello Kitty with Bunny Ears and the prehistoric Dilophosaurus Hatchling. Likewise, YuMe is introducing new ways for fans to personalise their backpacks and purses with the Hello Kitty and Friends Keychain & Strap Light-Up Camping Lamp Series, arriving this spring. The range blends practical design with Sanrio charm, with each collectible featuring a fan-favourite character head as the lantern topper, perched above a compact camp-light body finished with a bow detail on the base.
Nostalgia is another ongoing, evergreen trend which suppliers continue to capitalise on, as kidults are always on the hunt for items that allow them to revisit their childhoods and remember their favourite toys and licences growing up. KTL, Hasbro and Rubber Road have all released ranges inspired by classic licences that are a blast from the past for adult consumers, while also appealing to a new generation of today’s kids. After announcing the acquisition of Werebears, KTL is working on bringing the classic 1980s brand back to life with new products set to appeal to both nostalgic kidults and Gen Z consumers alike. The company is currently working on an expanded storyline to support the original comics, helping to build a richer narrative world for the brand. In partnership with Midco Toys, this foundation will open the door to a wide range of future product opportunities.
Hasbro’s iconic Furby brand is also bringing new editions that tap into current hot licences while maintaining the traditional appearance of the characters that kidults know and love. New launches include licensed mini collectibles inspired by KPop Demon Hunters, including Furblets Derpy Tiger and Furblets Saja Boy Demon editions. Consumers can press the head, heart gem and mouth to explore more than 45 sound effects, while the ears pop open when the head is pressed and can be folded over the eyes to reset the action. Rubber Road’s Tubbz brand has also announced the introduction of some nostalgic licences, including Meet The Flintstones characters available in their new duck form.
3D Studio Gifts’ Kayleigh Ogden notes that there is also a growing interest in original, own-brand ranges that feel distinctive and character-led, especially within independent toy retailers. She tells Toy World that these ranges enable retailers to offer something different from mass-market licensed lines while still delivering strong sellthrough. Multiple suppliers, including Character Options and Hunter Price, are tapping into the demand for unique and quirky collectibles by developing lines that feature strong character storytelling and distinctive features, ensuring they’ll stand out in a crowded market.
Character Options’ Kimmon brand of collectible plush has exploded on social media due to providing consumers with an incredibly imaginative and distinctive range of whimsical, fluffy characters inspired by themes of natural wonders. Fans of the brand will look forward to a plethora of new formats and designs this autumn/winter, including the Kimmon OOTD Fashion Trend assortment inspired by the social-born OOTD trend, whereby fashionistas showcase their personal style to their followers. Fans can discover six regular characters and one rare design dressed in their ‘outfit of the day’, all with their own ID card.
designed to capture imaginations and maintain momentum. New developments for the brand include the Foodie theme, featuring six new characters inspired by some of the world’s most loved treats. Among the collection are stylish avocado duo AvoMi and AvoMo, whose personalities blend positivity, friendship and self-expression, while Crisnio, the cheerful croissant, brings humour and warmth to the group.
Fidget and sensory toys also remain a major cornerstone for the Pocket Money Toys & Collectibles category, with several retailers and suppliers emphasising that trends such as 3D-printed fidget toys and squishy, stress-relieving items continue to receive good traction from consumers of all age groups. John Bentley from Howleys Toymaster tells Toy World that they’ve seen a growing popularity for squishies and fidget items at his store, with products such as 3D Studio Gifts’ Jigglets and KTL’s Squishy Bao Buns both performing very well. 3D Studio Gifts’ Kayleigh Ogden tells us that the company continues to see a move towards articulated and tactile collectibles that invite hands-on interaction. “Children want toys they can move, pose and fidget with, even at a lower price point,” she expands. Likewise, KTL’s James Carnell states that 3D-printed characters are also gaining popularity, with the company’s Fidglets brand featuring a broad assortment of new designs that are constantly being developed.
One For Fun’s HGL brand has expanded its portfolio of squishy, stretchy and fidgety pocket money toys with new ranges designed to tap into the hugely popular ASMR phenomenon that has gone viral on social media. New arrivals include Sea Sheep, adorable mochi-style, squidgy creatures inspired by real marine life, and Fidgix, a premium range of metal fidgets ideal for desks, school bags or pockets. Additionally, the brand is expanding its Pick n Pop Putty range with new themes – including capybara, axolotl and bear paws – and has introduced a new line of Scrunchems for even more squishy play.
Left-Field Toys has highlighted its Fidgi Starfish brand as one of the current standout performers. With its bright ocean-inspired colours and engaging movement, the range taps into the ongoing popularity of 3D-printed, tactile fidget toys while offering something visually distinctive for retail displays. Left-Field Toys is also set to launch the brand-new Pick N Squish range this May, bringing the fun of pick-andmix sweets into the world of sensory, squishy toys.
Vivid Goliath’s famous Clickeez line of keyboardinspired fidget collectibles is also growing with innovative additions featuring new mechanisms and licences set to delight fans of the brand. Next season will see the launch of Series 3, introducing 70 brand-new characters to collect in Bubble Pops that feature a fresh sound, feel, look and keyboard. The range will also introduce partnerships with Hello Kitty and Care Bears, bringing globally recognised IP into the format alongside new collectible price points.
Across the upcoming feature, readers will be able to further explore the products and ranges that the pocket money toys and collectibles category has to offer in 2026.
PMI
Special Feature Brainstorm
Celebrating 10 years of StikBot
Since its debut in 2016, StikBot has grown to great heights, with new iterations hitting the market and amassing millions of views on its dedicated YouTube channel. As the UK distributor of the brand, Brainstorm will be celebrating the milestone throughout the year, with marketing campaigns and PR activity to shout about the popular pocket money toy.
It’s been 10 years since StikBot first came onto the scene at London Toy Fair, where it caused a stir thanks to show demos and winning the Best New Toy in the Pocket Money category at the 2016 event. Billed as the world’s first social-sharing toy, StikBot was a unique concept which began a successful partnership between US creator Zing Toys and its chosen UK distributor, Brainstorm.
The original StikBot comes in an array of bright colours and features suction cup hands and feet. Their unique design allows them to be posed in countless ways – their limbs, torso and neck can be positioned at multiple different angles – and stuck to any smooth surface. Fun as both a collectible and fidget toy, coupled with the free StikBot Studio app (available for iPhone and Android), this unassuming figure went on to become a viral phenomenon with over 500m global views on YouTube. The #StikBot hashtag has thousands of pieces of creative content associated with it. Children pose their StikBot before using the app with its green screen tech to create fun, stop-motion animations. As collections grew, children took inspiration from content created by Zing and were soon progressing from short, animated clips to directing their own mini StikBot movies.
Over the last 10 years, the StikBot universe has expanded to include many different StikBot incarnations including StikBot Pets, StikBot Dinosaurs and StikBot Monsters, to name a few. These new characters helped to drive creativity and collectability, as fans added to their StikBot cast. Because of this, Zing was quick to launch accessory packs to complement ranges.
“We knew that StikBot would be a hit after the reaction at that first show, but we have been continually blown away by the consistent and unrelenting popularity of the brand,” says Julie Greenwood, MD at Brainstorm. “When we launched at Toy Fair, we made a big splash with green screens on the stand, so buyers could get to grips with the product and have a go at creating their own stopframe shorts. It created such a buzz, and we have since replicated demos in stores and at consumer events. We even created our very own StikBot costume character, and he’s taken part in the famous Toy Fair parade and also appeared in stores across the UK at promo events.
“We always like to share a great fun fact about the brand: the single StikBot figure continues to be not only the brand’s - but Brainstorm’s - best-selling SKU across all ranges, having sold over 2m units in the UK and Ireland since 2016.”
The StikBot Central YouTube channel now has 1.05m subscribers and StikBot is still increasing sales in the US, having grown exponentially over the past two years. The groundswell of rising popularity is now rolling across the Atlantic, with UK and European fans eagerly anticipating new releases. Brainstorm is launching StikBot Shinies three-packs for 2026 and they join the popular Crazy Faces and Legendz collections.
Julie continues: “While at first sight, StikBot may seem like any other collectible toy, it’s actually an accredited STEAM toy, a fact we and our fantastic partners at Zing are really proud of.”
Brainstorm will celebrate StikBot’s milestone throughout 2026 with marketing and PR activity including an intensive influencer outreach campaign timed for the summer holidays.
Andy McDonald, International Sales Manager at Zing Global, told Toy World: “Zing is proud to recognise the enduring partnership with Brainstorm, a loyal supporter of StikBot since the brand’s inception. Over the past 10 years, Brainstorm has played a pivotal role in building and maintaining strong awareness for StikBot across the UK market, helping the brand achieve consistent year-onyear growth.
“As a valued partner, Brainstorm’s commitment to showcasing the product and engaging consumers has been instrumental in reinforcing StikBot’s position within the creative play category. Zing extends its sincere appreciation for this continued collaboration and the shared ambition to further expand the brand’s reach. Together, Zing and Brainstorm remain focused on driving momentum for StikBot, delivering innovative play experiences to families and creators throughout the UK.”
For more information on StikBot’s anniversary celebrations and how to stock the brand, contact Brainstorm on 01200 445 113 or email sales@brainstormltd.co.uk.
Pocket Money Toys and Collectibles / Blind Boxes
Hasbro
0208 569 1234 | www.hasbro.co.uk
Hasbro’s pocket-sized play continues to gain momentum with a trio of small-scale launches designed to deliver big personality and on-the-go appeal. Key for 2026 is Hasbro’s Nano-mals, fashionable, pocket-sized electronic pets that blend classic nurture play with fidget-friendly interaction. Each Nano-mal features a light-up electronic heart meter that signals what the pet needs, encouraging kids to engage daily to keep their companion happy. A blue heart means it’s time to pet their ears, yellow signals hunger and prompts kids to press the mouth to ‘feed’, pink invites dance mode by moving the arms up and down, and purple means it’s time to move, flip, catch or shake the pet for added reactions. With more than 70 sounds, lights and responses to unlock, the more children play, the more interactions they discover. When the heart meter is full, Nano-mals celebrate with a song and colourful light show, and a silent mode can be activated by holding the nose for two seconds.
Collectability is built into the range. Nano-mals interact with one another when placed close together, chatting in their own made-up language, ‘Nanish’, and responding with coordinated lights and sounds. Each character includes a textured snap-on outfit that adds a sensory element and can be swapped across the assortment for mix-and-match styling. A built-in keychain clip supports portability, making them easy to attach to backpacks and bags. Wave 1 introduces eight characters: Mootilda the Pink Cow in a teal tracksuit, Cowbert the Highland Cow in a tuxedo outfit, Pawtricia the Blue Kitty in a mermaid tail, Purrnelope the Calico Kitty in a purple outfit, Meadowmist the Unicorn in a pink and yellow dress, Stardream the Unicorn in a mermaid tail, Blubby the Narwhal in a puffer vest and Pamanda the Red Panda in a rocker outfit.
Hasbro is also expanding the Furby universe with licensed mini collectibles inspired by KPop Demon Hunters. The Furblets Derpy Tiger and Furblets Saja Boy Demon editions each include a themed accessory for display and pretend play. Derpy Tiger’s mini envelope and Saja Boys' gat-style hat. Kids can press the head, heart gem and mouth to explore more than 45 sound effects, while the ears pop open when the head is pressed and can be folded over the eyes to reset the action. A keychain clip makes them ideal for travel and backpack accessorising.
Rounding out the assortment are Furby DJ Furblets. Featuring a stretchy plush body, these mini-DJ Furbys activate music and playful sound effects when stretched, even speeding up songs mid-play for added sensory fun. A retract button returns the toy to its original size, while the heart gem triggers music and the mouth delivers feeding noises and sound effects. Wave 2 styles include Flut-Ter-Luv with a butterfly print, Smiles-A-Lot with groovy smiley faces, Flower-Ella in daisy florals and Razz-Ma-Tazz in bold rainbow zebra stripes.
Across Nano-mals and Furblets, Hasbro is tapping into demand for compact collectibles that combine interactivity, sensory engagement and strong character appeal.
www.funko.com | newtradeenquiries.emea@funko.com
Funko regularly collaborates with licensing partners to produce a wide range of Pocket Money Collectibles and Blind Box releases celebrating a vast array of fandoms and seasonal moments, such as Easter. From the miniature world of Bitty Pop!, Funko's Pocket Pop!, to the surprise and delight of Mystery Minis, as well as exclusive mystery bag pins and accessories from Loungefly, there are so many collectible products on offer under the £10 price bracket.
Funko’s Mystery Bitty Pop! brings the joy of collecting to a miniature scale, offering fans pocket-sized versions of their favourite characters. Each Mystery Bitty Pop! contains one blind figure, fueling excitement with every purchase. From action-packed favourites such as Naruto Shippuden, through to characters hatching out of mini Easter eggs, including Hello Kitty, Care Bears and Jurassic Park, these figures are perfect for display, seasonal gifting, or adding to an existing Pop! collection. Priced at just £3 each, Mystery Bitty Pop! are the ideal Pocket Money Collectible offering for both new and seasoned collectors.
Pocket Pop! delivers Funko’s iconic Pop! vinyl series magic in a compact format, perfect for on-the-go collectability. Each figure is sculpted with high-quality details and paintwork, bringing adored characters and worlds to life in a small, pocket-sized design. Pocket Pop! are priced at £5, making these figures an affordable way for fans to expand their collection. Key Pocket Pop! releases from Funko this Easter include Hello Kitty with Bunny Ears or the prehistoric Dilophosaurus Hatchling.
WWE Mystery Minis bring the action and energy to a fun and collectible blind box format. Each box contains a surprise mini figure inspired by the wrestling superstars, captured in dynamic poses with signature details that fans will instantly recognise. WWE Mystery Minis deliver the thrill of the unknown and the excitement of collecting in a £6 pocket-friendly package.
The Loungefly Mystery Box Pins combine collectible style and surprise, offering fans unique ways to show admiration for their favourite worlds and characters. The Loungefly Mystery Box Pins are housed within a blind box to reveal one enamel pin featuring detailed artwork and premium finishes, perfect for personalising backpacks, jackets, or display boards.
From the spellbinding designs of Harry Potter with the Tattoo Iconic Mystery Box Pin, to the intergalactic worlds of Star Wars with the Mini Backpack Mystery Box Pin, these accessories are ideal for fashion-forward collectors and fans. Priced at £5 each, the Loungefly Mystery Box Pins deliver high-quality design, collectability and surprise in one pocket-friendly format.
Pocket Money Toys and Collectibles / Blind Boxes
Zuru
www.zurutoys.com | sales@zuru.com
Blending disruptive product development with mass-market appeal, Zuru’s £10 and under ranges tap into social media trends, unboxing culture and classic play patterns to drive collecting habits and repeat purchase. By delivering affordable, trend-led experiences that resonate with both children and the growing kidult audience, Zuru remains a powerhouse manufacturer that consistently excites and fuels demand.
Mini Brands, the global phenomenon renowned for its hyper-realistic miniatures and trend-led collectible concepts, continues to lead the mini collectibles category. Ranked the No.1 property in Miscellaneous Toys by value sales by Circana, the brand fuels retail performance and the growth of its fast-expanding ‘Miniacs’ fandom.
With fresh waves and themes driving collectability and repeat purchase, its social-first positioning and viral unboxing appeal sustain cross-generational demand. Tapping into #ArtTok and the viral art trend, Mini Brands Create: Mini Masterpieces introduces over 50 iconic artworks in miniature, with each capsule containing three famous pieces, frames and gallery accessories, including classics such as Van Gogh’s Sunflowers and Da Vinci’s Mona Lisa.
Demonstrating Zuru’s continued evolution of the category, Mini Brands Really Works Magic Cook Kitchen takes miniature collectibles into interactive territory, building on last year’s runaway viral success of Mini Brands Fill The Fridge. Each set reveals a working mini kitchen appliance – from waffle makers and popcorn machines to blenders and toasters – complete with tiny ingredients and accessories. With UV-powered features adding realism and ‘really works’ functionality bringing miniature cooking to life, the range expands play potential for children and adult collectors alike, encouraging fans to build fully immersive mini worlds.
Expanding Zuru’s miniature universe further, My Mini Baby blends nurturing role play with the power of the ‘mini’ trend. Featuring ultra-realistic silicone dolls and detailed accessories, the range appeals to both young collectors and adult fans. Building on the success of Series 1 and 2, the Sweet Hearts collection draws inspiration from the styled newborn photography trend, reimagining themed baby portraits with love-inspired settings and details. The latest licensed launch, My Mini Baby Disney, combines surprise unboxing with beloved characters including Stitch, Moana and Winnie the Pooh, further broadening its cross-generational appeal.
Meanwhile, Ballers brings a dynamic, sports-led twist to collectibles. Following the success of NBA Ballers, the brand is expanding into new arenas with FIFA World Cup 2026 Ballers. Designed to engage both young fans and seasoned sports collectors, the range features 33 world-class players, including ‘Rare’ frozen moments of iconic goal celebrations and legends such as Messi and Mbappé holding the World Cup trophy, delivering high-energy trading appeal at an accessible price point.
Completing the line-up, Max Premium delivers elevated design and detailing within an accessible collectible format, reinforcing Zuru’s commitment to value-led innovation. Offering a premium build experience at an entry-level price point, Max Beauty features four glam buildable sets, from nail polish and perfume to a makeup kit and hair styling accessories, each offering up to 169 premium pieces for stylish, creative construction.
Leading performance within the portfolio is the Max Retro Series 2 range, tapping into brick-building nostalgia with collectible capsule sets featuring up to 188 premium pieces. Revealing one of four iconic retro builds, including a game console, cassette player, vintage camera or electric guitar, each set combines detailed construction with strong display appeal. Compatible with leading brick brands and delivering a satisfying creative experience, Max Retro is fast becoming a standout consumer favourite, offering trend-driven, giftable collectibles with enduring appeal. Also proving popular, Max Home introduces interactive build sets including a toaster, coffee machine, lamp and book stand, each with up to 181 pieces. Blending mindful building with on-trend décor appeal, the range resonates with collectors seeking functional, display-worthy creations with a premium finish.
Vivid Goliath
01483 449 944 | www.vividtoysandgames.co.uk
Clickeez is fast-growing into one of the UK’s top-performing collectibles. Each Clickeez features a real keyboard key mechanism, delivering an authentic, ultrasatisfying ‘click’ that taps directly into the ongoing demand for fidget-friendly formats. This unique sensory edge, combined with a pocket money price point, has driven strong playground buzz and retail momentum globally, with over 6m Clickeez now in the hands of consumers. Next season will see the launch of Series 3, introducing 70 brand-new characters to collect in Bubble Pops – featuring a fresh sound, feel, look and keyboard. The range will also expand through new partnerships with Hello Kitty and Care Bears, bringing globally recognised IP into the format alongside innovative new collectible price points.
Squishy Tushy Toys brings laugh-out-loud joy to the collectibles aisle with a character-driven toy line that celebrates those silly, giggle-worthy moments. Each quirky animal character features expressive charm, playful personality and a squeezable tush that keeps kids coming back for more. The fun extends far beyond the toy shelf with Squishy Tushy Tales, a short-form animated series that fuels emotional connection, repeat engagement and a growing wave of collectible buzz across social media.
Under a distribution deal with IMC Toys, Vivid Goliath continues to sweeten the surprise collectible category with the Breakeez, delivering delight through the Breakeez Macaron. This colourful, squishy line combines sensory play, unboxing excitement and adorable kawaii-inspired characters in every bite-sized reveal. Designed for kids aged 5+, each macaron breaks open to unveil oozy slime and one of six charming animal figures hidden inside. Young playtime explorers can feed the slime to their new pet using the included dropper – watching the character magically expand before returning to its original shape. With tactile play, surprise reveals and imaginative storytelling, Breakeez keeps kids engaged long after the first crack.
WAVE 1: FIRST DROP SOLD OUT!!! NEW INVENTORY ON ORDER FOR DELIVERY IN APRIL
Blokees continues to strengthen its presence in the £10-and-under pocket money category, delivering licensed Assembly Character Toys that combine collectability, articulation and display value in compact, accessible formats. Designed for impulse purchase, CDU merchandising and repeat sales, the range spans multiple global entertainment properties, offering retailers strong SKU rotation and cross-generational appeal across surprise-format collectibles.
DC Hero Defender Version 01- Legendary Batman Assemble brings together 12 regular designs, plus two Star Secret and two Secret versions within the PDQ assortment. The line captures Batman across iconic screen eras, from the 1966 television series through to The Batman (2022), alongside classic vehicles including the Batmobile and Tumbler. Each sealed box contains pre-cut ABS parts (9-24 pieces), a character card and desiccant, with toolfree snap-fit assembly and articulated posing once assembled. Compact at 4.5cm ×2cm × 5.5cm, the range is recommended for ages 8+ and designed to support CDU display in-store, encouraging collect-and-complete purchasing behaviour within the Batman multiverse theme.
Also launching in early April, Blokees Wheels Transformers C02 Wreck & Rule brings a distinctive material USP to the pocket money segment. Each 1:64-scale vehicle (approx. 7–10cm assembled) features a patented proprietary material, Solidex, that delivers a metallic touch feel, giving the vehicles a premium finish at a pocket money price. The series includes 12 core vehicles and four hidden edition variants, with hidden editions featuring a 2.5cm Cybertron holographic racing driver placed within the cockpit. Standardised structural engineering ensures consistent snap-fit assembly (20-40 pieces depending on character), while maintaining collectability and display appeal for kidults and younger fans alike.
Beyond DC and Wheels, Blokees’ broader pocket money portfolio continues to expand with Transformers Galaxy Version, Jurassic World Terraventure, Minions and Sesame Street ranges, all priced within the accessible impulse bracket. Jurassic World Terraventure drives collectability through skeleton-part inclusion mechanics, while Minions and Sesame Street provide expressive, articulated characters suited to younger audiences. Together, these lines offer retailers a diverse mix of film-driven, anime-led and pre-school IPs within a unified Assembly Character Toys platform.
With compact packaging, CDU-ready presentation and proven licensed appeal, Blokees’ pocket money portfolio delivers strong visual impact and high repeat potential, making it a compelling addition for retailers seeking margin-friendly collectibles under £10.
Wigston Global
ben.cornwell@wigstonglobal.com
Wigston Global has introduced MGA’s Miniverse Create Your Own Erasers, an innovative new collectible craft concept that blends creativity, collectability and stationery into one pocketmoney format.
Inspired by the hugely popular MGA Miniverse aesthetic, the range allows children and collectors to create, customise and collect their own miniature erasers. Each set includes all the components required to build a unique themed eraser, combining the surprise element of a blind box with the satisfaction of hands-on creativity.
Designed for the pocket money and collectible category under £10, Create Your Own Erasers taps into several major toy and stationery trends – DIY creativity, collectible characters and surprise reveals. The concept encourages repeat purchases as consumers look to discover new designs and complete the full collection.
Each pack contains a selection of mini mouldable compounds and accessories, allowing fans to assemble their own miniature creations inspired by the playful Miniverse world. Then they simply create it, bake it in the oven and have an eraser of their favourite adorable food-inspired character. Every pack offers a creative build experience, followed by a fully functional eraser that can be used or displayed.
The range launches with multiple collectible SKUs, including blind bag formats and CDU display options designed specifically for high-traffic impulse retail environments. Compact packaging ensures strong merchandising performance at till points, pocket money sections and collectible bays.
With an RRP under £10, the product delivers excellent value while encouraging collectability and trading among fans. The engaging unboxing moment, combined with the build-your-own element, makes the range ideal for both younger consumers discovering creative play and older fans already engaged with the Miniverse brand.
Retail support will include eye-catching CDU displays, point-of-sale materials and social media-driven marketing designed to capture the excitement of the surprise reveal. The range also benefits from the wider global popularity of MGA’s Miniverse brand, which continues to build momentum through online content, influencer engagement and strong retail presence.
The compact size and collectible nature of Create Your Own Erasers make the line particularly suited to pocket money toy aisles, stationery sections, toy specialists and value retailers, offering retailers a strong impulse purchase item with high repeat appeal.
The range will be available through Wigston Global from spring/summer 2026, with stock shipping to retailers globally. Early reactions from buyers and distributors across Europe have been extremely positive, highlighting the product’s strong shelf presence and unique crossover between toys and stationery.
With creativity, collectability and surprise combined into one playful concept, MGA’s Miniverse Create Your Own Erasers offers retailers a fresh and engaging addition to the fastgrowing Pocket Money Collectibles category.
Pocket Money Toys and Collectibles / Blind Boxes
MGA Entertainment
07488 335 251 | www.mgae.com
MGA Entertainment continues to drive the pocket money toys and collectables market with innovative, imaginative and fresh launches, with strong momentum set to continue, as the brand introduces new lines from L.O.L. Surprise, Rainbow High and MGA’s Miniverse this spring/summer. As L.O.L. Surprise! prepares to celebrate 10 years on the market, the original children’s unboxing brand continues to innovate its product lines, tapping into the interests and passions of children that capture attention and spark imagination. This season, L.O.L. Surprise, the No.1 property in Playset Dolls & Collectibles, has built on the successful launch of its fantasy range with a new addition to the line-up, L.O.L. Surprise! Mermaids Makeover Magic Tots. Combining children’s love for collectibles and cosmetics, the new L.O.L. Surprise! Mermaids Makeover Magic range introduces a new interactive play pattern, allowing fans to create their own real lip gloss and store it inside their mermaid Tot. This new feature blends beauty play with collectible fun, giving children the chance to customise their gloss and keep it housed within their doll for on-the-go glam. At an accessible price point of £9.99, there are six Tots to collect, with the product targeting children who have a desire for collecting whilst enjoying wider interests, including creative play, dolls and role play.
Rainbow High, the No.2 property in the Fashion Dolls subclass in unit sales, has continued to expand its family and introduced Rainbow High Little Fantasy Fairies to its range in autumn 2025. Building on the momentum of Series 1 Rainbow High Littles, there are six magical characters to collect at a pocket money-friendly price point of £9.99. Drawing on children’s love of fantasy, these little sister dolls all come with clip-on fairy wings, their signature colourful hair, poseable features for play, plus an added pet companion for extra playtime fun.
MGA’s Miniverse has continued to see exponential growth in the UK market since launching in April 2023. As Miniverse maintains its position as No.2 best-selling property in Miscellaneous Toys, the brand remains focused on product innovation to appeal to a kidult and collector audience with a love of crafting, DIY and minis. It has continued to see success with its seasonal product launches, and this spring it will introduce the new MGA’s Miniverse Make it Mini Spring Assortment. There are four minis to collect in the range and with an RRP of £9.99, the seasonal product sits well within a prime selling period for Easter, making it the ideal item for pocket money purchases.
All new launches from MGA Entertainment will be supported through PR, media, strategic influencer partnerships, social media and in-store POS.
University Games
University Games has a host of playful, affordable pocket money toys that combine fun with collectability. The new and entertaining Squeeze Poppers are available in both Animal and licensed Football Club character and player designs. These tactile, pop-and-squeeze toys, which can shoot the foam ball up to six metres, provide hours of indoor and outdoor fun, appealing to children who love interactive play. The Animal range features favourites such as the T-Rex, Koala, Penguin, Llama, Axolotl and Frenchie the Bulldog, while the Football Mascots include Gunnersaurus, Moonchester, Chirpy and the Official England Lion mascot, giving young fans plenty of choices to collect and play with.
For fans of sporty challenges, the Pocket Dice range offers compact, on-the-go gameplay. The Sports range, featuring Football, Cricket and Tennis, lets children test their skills anywhere, while the Licensed Football Club editions, including Liverpool, Chelsea, Arsenal, Manchester City and England, provide added excitement for young supporters eager to roll the dice in their team colours. Both ranges are designed to fit easily in pockets or backpacks.
For card game enthusiasts, University Games has an extensive selection spanning both pre-school and children’s licensed ranges. From storybook classics such as The Very Hungry Caterpillar and The Tiger Who Came to Tea, to the action-packed Dog Man Hot Dog Card Game and Horrible Histories Battle Cards, there’s a game for every age and interest.
In addition, the Magnetic Travel Games range from Purple Cow offers entertainment for friends and family, whether at home or on the move. Featuring classic favourites such as Chess, Draughts, Ludo and Snakes and Ladders, alongside engaging options including Battlefleet, Animal Bingo, Car Race and Monster Factory, the collection provides something for everyone. Compact, convenient and easy to play, these collectible magnetic games are ideal for travel, holidays or everyday family fun.
Pocket Money Toys and Collectibles / Blind Boxes
Simba Smoby
01620 674 778 | sales@simbasmoby.com
From blind-boxed clip-ons to miniature die cast and more, Simba has plenty at pocket money prices – all perfect for collectible-loving fans.
Simba is tapping into the Gen Z-led trend, with the hottest new wearable offering inspired by favourite Disney characters. Disney YuYus is the cute, collectible line of plush vinyl face charms that combine style, nostalgia and self-expression. Measuring around 10cm, each Disney YuYu comes with a practical carabiner clip attached, making it easy to clip the charm to bags, backpacks or keys. The launch collection features Disney Lilo & Stitch and Disney Winnie the Pooh. Each range includes nine charms to collect, including a mystery figure. The blind box format adds an element of surprise to every unboxing moment. There’s more to come for autumn/winter 2026, with a second series of Disney YuYus already confirmed. Fans can expect new Disney Winnie the Pooh and Lilo & Stitch options.
It’s a milestone year for Fast & Furious, with the franchise turning 25 and fans can celebrate with the Jada Toys Fast & Furious Small Blocks collection. These quality vehicles come with a highly stylised die cast body and faultless paint execution. Fans can choose iconic Fast & Furious vehicles from the 1:43 or 1:28 scale collections and even put driving skills to the test with the RC Brian’s Mitsubishi Eclipse. While instantly recognisable from the movie screen, the Small Blocks cars are in a fun new mini-sized form, with adjustable wheels that can be tucked in or out.
Jada’s signature NanoFigs Blind Bag range is a fantastic pocket money line and now spans many pop culture licences, including the top-selling Minecraft Nano Metal Figure Blind Bags. With the new Star Wars: The Mandalorian and Grogu movie hitting cinemas next month, there’s no better time to have the hit franchise join the lineup. Star Wars characters in high-value, die cast form are sure to be a hit with Star Wars NanoFigs Blind Bags. Series 1 will include 13 to collect, including iconic characters Luke Skywalker, Darth Vader and Chewbacca. Like the other NanoFigs Blind Bags, these figures are 100% die cast metal figures, they measure 1.65”, they’re detailed, present great value for money and offer great displayability.
Of course, it’s a big year for Toy Story, too, with the new movie, and the new Toy Story-inspired NanoFigs are sure to be well sought after. With new and existing miniature, blind-bagged figures to collect across Fast & Furious, One Piece, Marvel, Disney Stitch, Disney, Sonic the Hedgehog, Spiderman, Street Fighter and more.
Hunter Price International has started a fresh new season with Dream Sprouts, as the pocket-money plush keychain collectibles continue to grow their presence across retail, social media and collectors worldwide.
Built around the hugely popular blind box format, Dream Sprouts combines surprise with collectible storytelling. Each plush keychain arrives hidden inside closed-box packaging, encouraging fans to discover which character they’ve found, while building their collection.
Packed with personality and super soft plush textures at an accessible pocketmoney price point, Dream Sprouts tap into several of the biggest trends currently driving the collectibles space, plush keychains, blind box reveals and social-first collectible communities.
The brand has already been gaining traction across social platforms through user-generated content (UGC), where unboxing moments, character reveals and collection showcases have helped Dream Sprouts grow organically among fans.
Following the success of the original launch, Dream Sprouts has now entered Season 2, which has started to arrive in retail across the globe. With Season 2, there are brand-new themes and characters designed to capture imaginations and keep the collectible momentum growing. Hunter Price has introduced a Foodie theme, featuring six new characters inspired by some of the world’s most loved treats.
Among the collection are stylish avocado duo AvoMi and AvoMo, whose personalities blend positivity, friendship and self-expression, while Crisnio, the cheerful croissant, brings humour and warmth to the group. Poachio, a mysterious soft-boiled egg with a love for cosy mornings and clever jokes, adds a playful twist, while energetic Bob Sprout, brings bubbly enthusiasm and creative chaos with his lucky boba pearls. Together, the foodie-inspired characters bring humour, charm and personality to the second Dream Sprouts season.
A look ahead at Season 3, it focuses on Springtime Dream Sprouts, where four new characters will be introduced – all inspired by the joy of the new season. Mischievous bunny, Usako, leads the group with playful energy, while gentle lamb, Yuki, brings a dreamy, story-loving nature. Optimistic carrot, Orenji, adds a burst of positivity and adventure, and curious little egg Shiro, completes the collection with his sweet mission to discover where he belongs.
The springtime characters capture themes of discovery, friendship and seasonal fun. With Season 2 arriving in retail across the globe right now, the seeds have been planted for further Dream Sprouts collections, with many more growing as we speak.
As part of its wider brand strategy across its own brand portfolio, Hunter Price is also ramping up marketing support this year, investing in impactful, content-driven campaigns designed to drive engagement, awareness and retail demand. Through social-first storytelling, PR, influencer collaborations and shareable unboxing content, the company is ensuring brands like Dream Sprouts continue to grow with both collectors and retailers alike.
With strong trend alignment across plush collectibles, blind box surprises and social-led discovery, Dream Sprouts is set to keep growing its fanbase around the world.
Pocket Money Toys and Collectibles / Blind Boxes
PMI
www.pmitoys.com | sales@pmitoys.com
PMI, which stands for Pocket Money Items, features a strong portfolio of globally recognised licences and original concepts. PMI continues to elevate the blind capsule category through design-led formats that capture the true essence of each brand.
At the core of PMI’s expertise is capsule innovation. Each capsule is developed to reflect the DNA of the licence, transforming packaging into part of the play experience. This focus on design drives shelf impact, impulse appeal and strong repeat purchase, taking pocket money items to a whole new level.
With a dynamic pipeline scheduled across 2026 and 2027, PMI combines entertainment powerhouses, cult collectible brands and standout packaging concepts, all supported by coordinated retail and digital marketing activity.
Fuggler remains one of the most disruptive brands in collectibles, resonating strongly with kidults and younger fans alike. The range includes collectible figures in blind foil bags and blind boxes, alongside keychains in blind bags and blind boxes. A standout format is the Spray Can Capsule, a graffiti-inspired blind capsule housing a collectible figure inside.
Current editions include the Fuggler Paramount Edition featuring Teenage Mutant Ninja Turtles and SpongeBob SquarePants characters, the premium Fuggler Gold Edition with golden finishes, and the RAD Edition showcasing bold new colourways. New licensed Fugglers and an updated Spray Can Capsule launch in autumn 2026, followed by a Christmas Edition and vinyl figures in winter 2026, with additional launches planned throughout 2027.
PMI’s Care Bears range combines nostalgia with accessible pricing. The collection features heart and cloud-themed blind capsules containing collectible figures, alongside keychains and collectibles in blind bags and blind boxes. Designed for strong shelf visibility and impulse purchase, the range offers proven repeat sales potential within the pocket money sector.
Launching spring 2026, UFC Series 2 builds on the brand’s momentum in collectibles. The range includes punching bag capsules with mini action figures, speed bag capsules with collectible characters and a UFC Collectible Figure single pack in a window box format. Marketing support aligns with key UFC events, driving awareness and fan engagement at retail. Inspired by the global gaming phenomenon, PMI’s Minecraft range features game-inspired blind capsules that reflect the pixelated world fans know and love. The collection also includes stampers and keychains in blind boxes and blind bags. With cross-generational appeal and strong brand recognition, Minecraft delivers consistent performance within the sub-£10 category.
Recreating the iconic anime moments through PMI’s detailed blind capsule formats. The range includes EDO Tensei (Reanimation) Capsules and Infinite Capsules, alongside collectible figures in blind boxes and blind foil bags. Complementary formats such as stampers and 3D erasers expand the collectible universe for anime fans. With continuous innovation, powerful licences and high-impact blind formats, PMI continues to drive growth in the pocket money collectibles space.
Epoch Making Toys
0208 049 1377 | sales@epochmakingtoys.com
Flying off the shelves, the new Sylvanian Families Baby Collectibles theme is the Baby Woodland Fairy Costume Series, which is a teaser for the Woodland Fairy range, launching in July. Dressed in whimsical floral outfits inspired by the magic of the fairy forest, there are eight babies to collect, including one secret character, and of course, the Sea Otter baby in an adorable rock outfit, who is proving to be a viral sensation.
Launching for autumn will be the Colourful Bunny Costume Babies. A limited-edition collection of blind bags celebrating the brand’s global 40th anniversary, there will be five adorable rabbit babies to collect, each in a cute, colourful, polka dot bunny costume.
Autumn will also see Aquabeads release Single Colour Bead Packs. Perfect for impulse purchases, party bags and topping up existing collections, each pack will come with 300 coloured beads with 10 different colours available.
New for spring from Epoch Games is the Super Mario Micro Games series. Available at pocket money prices, the handheld arcade-style games offer a variety of play patterns. Suitable for play on the go, there are multiple games to collect in each series. These include the Jump & Seesaw Series, Skill Shot Series, the Marble Maze Series and the Micro Game World Series with collectible figures. There are six mystery boxes to collect, which can be combined to create a Super Mario scene, including Goomba, Green Pipes and more. The figures can also be used in other Super Mario games featuring the Epoch Link System.
Autumn will see Epoch debut its first collection of Mini Mystery Puzzles. The collection of 24, 36 and 64-piece trading puzzles will be available in blind boxes and feature popular licences: One Piece, Stranger Things and Sylvanian Families. Once completed, the puzzles can be sealed with the provided sticker to keep, display or trade.
Craze Toys is a market leader for impulse and pocket money brands in German-speaking regions and is now preparing to be a strong new driver of repeat-purchase collectibles in the UK. Craze offers brilliant play value in pocket money toys, backed by strong licences and innovative packaging solutions, and launching its Inkee, Galupy, Bounzz and Nunos Tiny Monsters brands this year in partnership with DKB Distribution.
Inkee is Craze’s own bathtime-inspired brand that combines bath bombs with collectible figures from some of the world’s most popular licences, including Paw Patrol, Peppa Pig, SpongeBob SquarePants and Hello Kitty, with more to be announced. With the ‘wow’ factor of bath water changing to a vibrant colour and then the bath bomb dissolving to reveal a hidden character inside, the surprise blind packaging format will drive repeat purchase as children strive to complete a full collection of their favourite characters.
Craze will also be introducing special chaser figures in future series to keep engagement strong and fresh. With parents content that the affordable, skin-safe and dermatologically tested bath bombs with figures are encouraging time spent in the bath, Craze is confident that Inkee is going to see similar sales success in the UK as it does through Europe. With other pocket money priced bath items in the range, such as fizzers, crumbles, bubble bath sachets and face masks, retailers interested in stocking Inkee can benefit from eye-catching FSDU merchandising options and excellent margin opportunities. Craze will work with influencers to drive awareness, promote the collectability factor and tag destination retailers.
Craze is also a category leader in Germany with its collectible brand Galupy and is looking forward to bringing these beautifully designed unicorn figures to the UK for the first time. With a history of best-selling lines in Playset Dolls and Collectibles, Galupy offers retailers a fantastic opportunity to tap into the growing horse trend and combine this with the winning blind bag formula. With 18 rainbow unicorns to collect in the launch series, these quality flocked figures feature glitter fabric wings and Swarovski crystals, making them a desirable collectible for unicorn-loving girls.
Other collectible, repeat-purchase inspired brands in the pocket money space being unveiled for 2026 include Nunos Tiny Monsters, a hot trend item with 12 unique key chain characters full of personality to collect in surprise bags in phase one, and Bounzz, soft, plush bouncing balls that combine the fun of collecting with exercise and emotional appeal. With over 70 characters to collect in the initial launch, including a bee, dinosaur and dragon, these vibrant, cuddly balls are merchandised in an interactive and playful FSDU for greater stand out in-store. Craze is committed to creating brands that drive collectability and repeat purchase at accessible price points, and the team at DKB Distribution is looking forward to introducing these new ranges to customers over the coming weeks.
Slimes continue to dominate the pocket money and collectibles category, offering themed, tactile play at an accessible price point. For retailers looking to maximise impulse sales without compromising on quality or trend relevance, this curated selection from WeCool’s wider slime portfolio highlights the strongest pocket money performers that combine collectability with ready-to-retail merchandising solutions. Every product in the range is under £10 (with one product even coming in under £3), making them ideal for gifting, pocket money spends and POS pick-ups. All products listed below are available now and ready to ship across the UK and EU.
Leading the impulse category is the Parody Mini Soda Cans, the most affordable option in the range at an exceptional £2.49 RRP per can. Supplied in a counter display unit of 16, these fun-sized soda cans are perfectly suited to POS areas and lower shelves where smaller hands can easily grab and go. Each can contain 73g (2.56oz) of silky, buttery, scented slime and comes in four parody flavours: Mountain Goo, Slimin Up, Butter Cola and Dr. Butter. Designed to deliver all the fun of fizzy drink branding with the addition of repeat play, these novelty slimes have a strong scent appeal and an ultra-low price point, perfect for impulse purchases.
Stepping up in size and play value, Butter Blizzy Butterscotch and Butter Blizzy Peanut Butter offer a more premium slime experience at £6.99 RRP. Each 103g (3.63oz) kit includes two colourful bags of buttery compound, bingsu bead mixins, and a surprise mystery charm, boosting both play longevity and collectability. With crunchy, crispy textures and rich scents, Butter Blizzy is designed for days of repeat play, appealing to kids and collectors who want more from their slime without breaking the £10 barrier.
For trend-led shoppers, the Whipped Bingsu Cuties range taps directly into the viral popularity of Korean shavedice desserts, paired with irresistibly cute cat-themed packaging. These interactive slimes include 131g (4.61oz) of compound, available in Banana Cabana, Watermelon Sugar Fizz and Blueberry Pancake, with each pot retailing at £5.99. Each slime features a smooth whipped base combined with glitter curls to create an ultra-satisfying, crunchy ASMR effect. CDU solutions are available across the range, making shelf-ready merchandising quick, simple and efficient for retailers. For stores with limited shelf space, Paladone WeCool also offers dedicated FSDU options, including free-standing units and endcaps, designed to maximise shopfloor impact as well as shopper engagement. As POS merchandising continues to evolve, these eye-catching, curated displays provide a proven way to boost visibility, drive impulse purchase and increase sell-through in a fastmoving collectibles category.
Puremind is tapping into the unstoppable growth of anime with a new range inspired by some of the genre’s biggest titles, including Jujutsu Kaisen, Chainsaw Man and Frieren: Beyond Journey’s End. Celebrating fan-favourite characters and moments, the officially licensed collection spans collectibles and blind box formats designed to bring anime style into everyday spaces.
Created with fans front of mind, the Puremind range blends playful, character-driven design with strong display appeal. The line-up features a mix of plush, acrylic and wooden gallery-style pieces, offering retailers a broad selection across price points and formats.
At the heart of the range are blind box collectibles, including Slice of Life figures and mini acrylic stands and the cute Cat Ear Plush bag clips. Each blind box contains a surprise character in a charming, stylised form, encouraging repeat purchases as collectors build complete sets. The mystery format continues to perform strongly at retail, driving engagement and creating excitement around every unboxing.
Wooden gallery pieces add a more decorative dimension to the collection. These small, framed scenes and art displays spotlight iconic characters and memorable moments, particularly from Jujutsu Kaisen and Chainsaw Man. Crafted from printed wood and designed for easy shelf or desk display, they offer an accessible alternative to traditional figures while maintaining strong visual impact.
The range also has Jujutsu Kaisen pin badges and bag clips that provide affordable, wearable collectibles ideal for gifting and impulse purchase. The softer side of anime is also represented. Plush lines inspired by Frieren and Naruto cater to fans seeking cute, huggable interpretations of their favourite characters that fit perfectly on backpacks
With pre-orders already proving strong, the Puremind range looks set to resonate with anime enthusiasts and specialist retailers alike. By combining collectability, artistic presentation and accessible price points, the brand positions itself as one to watch as the anime category continues its retail expansion into 2026. Puremind arrives this month.
Elsewhere in collectibles, KPop Demon Hunters continues to dominate on Netflix nearly a year after release, thanks to its high-energy mix of music, action and supernatural storytelling. Capitalising on the film’s sustained popularity, Monogram is launching KPop Demon Hunters Bag Clips, designed to bring bold K-pop attitude to everyday accessories.
Sold in blind bag format, each clip features a hidden character, turning every purchase into a reveal moment. The clips attach easily to backpacks, keys or totes, allowing fans to personalise their look while engaging with the brand in an affordable, collectible way.
Looking ahead to 2026, Monogram spans a broader portfolio of anime properties and evergreen favourites such as Coraline and Toy Story. The lineup this year also includes major summer blockbusters such as Masters of the Universe, Supergirl and Minions.
Adding a playful twist to the collectible space, Poptaters reimagine Mr. Potato Head as a pop-culture mash-up. Each 4” figure features removable, interchangeable parts, including a surprise original Potato Head piece, encouraging customisation and repeat play. Presented in clear, stackable display boxes and spanning a wide range of licensed characters, from the world of movies and pop culture, such as Transformers and Anime, Poptaters offer humour, nostalgia and strong shelf appeal for both fans and collectors. Poptaters is expected later this year.
This year, Marvin’s Magic has reintroduced its Pocket Money Wicked Pranks range to the UK market, where it has already seen a strong response.
At a time when much of children’s play is shaped by screens and digital immersion, classic pranks continue to prove their enduring appeal. From fake poop and snapping chewing gum to whoopee cushions, realistic cockroaches and creepy spiders, the range taps into timeless mischievous fun that delivers instant reactions and repeat laughs.
The current resurgence is being driven by simplicity and accessibility. Each item requires no instructions and sits at an accessible pocket money price point. Compact packaging and eye-catching designs ensure strong visibility on counter displays and impulse fixtures.
Pranks are also naturally aligned with today’s social media culture. Platforms like TikTok have amplified the appeal of reaction-based humour, turning pranks into highly shareable content. As a result, the range connects across generations, offering nostalgia for parents and fun for children.
The momentum continues with new additions launching this year, including Bed Bugs, a Squirty Ring and the Snake in a Can. For retailers, a new compendium set will bundle the strongest lines into one collection, ideal for gifting and high-volume sales. Further innovation is also in development, with The Living Hand scheduled to join the range later this year. For more information and trade enquiries, get in touch via the details above.
Curious Universe has a whole catalogue of pocket-money-priced creative kits with which kids can create a whole host of cute, collectible crafts to swap and share with their friends.
Nano Tape Magic is trending in the toy and craft aisle with more than 1m units sold since the brand launched. Investment in the range will also secure onward demand, with three sub-brands – Googly Eyes, Collectibles and Wearables – launching this spring to attract a wider fanbase for the collection. Kits will be offered across various affordable price points within each subcategory, starting at just £4.99 for the Mini Kit format. Offering brilliant value for money, the range boasts two Nano Tape Magic Googly Eyes Mini Kits that invite young crafters to customise nano-tape bubbles and slime creations to make laugh-out-loud, expressive faces with movable eyes.
The Nano Tape Magic Collectibles Mini Kits tap into the latest craze for all things collectible and customisable, encouraging kids to make attention-grabbing crafts that they can swap and share. Bag charms have never been more popular, and now children can use these kits to create kawaii-styled bubble tea-themed and kitten-themed accessories.
There are high-value Mini Kits available in the brand-new Pen Maker Magic range, too. Like all sets in the range, each Mini Kit comes bursting with everything children need to mix ’n’ match adorable pen pals, beads, charms and trinkets to create their own unique designs to swap and share with their friends. There are Mini Kits across a range of different themes, from Sweet Treats to Pets or Unicorns, with something to appeal to every child.
The latest online obsession, Italian Brainrot, is taking social media by storm. Featuring AI-generated characters with wildly dramatic Italian-style names and exaggerated audio, the trend has quickly built a huge following. HGL introduces key chains, trading cards and squishies showcasing the most popular characters – all at true pocket money prices, making them perfect for impulse and repeat purchases.
K-pop remains a powerful force with young fans, and HGL’s new surprise bags are packed with 10 fan favourites, including stickers and a wristband, all retailing for under £10. K-pop themed concert bracelets are already proving a massive hit, supported by a bold FSDU designed to attract attention in-store.
Squishy, stretchy, squeezy fun continues to be a major trend for 2026. HGL’s expanded sensory lineup is full of affordable treats designed to tap into the hugely popular ASMR phenomenon. New arrivals include Sea Sheep – adorable mochi-style squidgy creatures inspired by real marine life. Soft, tactile and highly collectible, they’re sure to appeal to children and tweens alike.
For the growing Kidult market, HGL introduces Fidgix, a premium range of metal fidgets ideal for desks, school bags or pockets. The collection features a spinning cube, spinning sphere, gear spinner and original wheel spinner – sleek, satisfying and built to last. Social media favourites continue to influence buying habits, and 3D-printed dragons and key chains now join the range. There’s also an expansion in slime and putty, including new additions to the Make-Your-Own Food menu.
The award-winning Pick n Pop Putty returns with fresh themes, including capybara, axolotl and bear paws. Packed with charms and crystals embedded in silicone, each bead delivers a satisfyingly audible ‘pop’ when removed – a simple concept that’s built a huge online following.
New collectible launches include blind bag capybaras, cats, Fluffy Buddies and Fluffy Freaks, alongside classic key chains for everyday add-on sales.
Tobar is embracing the viral Taba squishy trend for 2026. These soft, pliable, slowrising squishies have become a social media sensation, and Tobar’s lineup includes Grey Koala Taba Squishies, a Sticky Squishy Highland Cow, Sticky Tic Tac Toast and the Scrunchems Sticky Squishy Puzzle Cube. Mystery Taba Squishies add the excitement of blind bag collecting, with the added incentive of tracking down an ultra-rare glitter character.
With an impressive track record for creating best-selling pocket money lines, One for Fun introduces Mini Super Squishy Stickers – tiny tactile collectibles that double as stickers for notebooks, mirrors, phone cases and more. Scrunchems continues to expand with sensory-led favourites including the Bingsu Bead Ball, Sugar Sensory Ball, Duck Squish Ball with floating mini resin duck, ASMR Square, ASMR Rainbow Unicorn and the ever-popular ASMR Squishball.
New Sugar Scrunchems include glittery capybara, smooth axolotl, mini fruits and charming mini sugar dumplings, with a rare rainbow glitter glow-in-the-dark dumpling hidden in the mix. Parents will also welcome the introduction of a new biodegradable slime, offering a more environmentally conscious option within the category.
In-store point of sale can play a key role in driving sales, and the new Scrunchems Vending Machine, filled with 10 squishy capsules, is designed to create a strong visual impact. The Scrunchems Surprise Box, with six tear-away compartments hiding individual treasures, taps perfectly into the unboxing trend.
Looking ahead to summer, the Fantastic Fun Box delivers 12 pieces of great-value entertainment, including a flying glider, flying disc, sticky target game and classic kite – ideal for holidays, garden play and party gifts.
Meanwhile, the One For Fun Bumper Boxes, all retailing at around £10, offer excellent value, making them ideal for parties, gifting or stretching pocket money even further.
The recent trade fair season has concluded with an undeniable buzz, and at the heart of much of that excitement stands KTL, celebrating phenomenal feedback and groundbreaking success across its diverse pocket money range. From adorable new squishies to cutting-edge fidget toys, KTL has once again proven its prowess in identifying and delivering the next big thing in children's play.
Leading the charge and already being hailed as one of the most in-demand toys for the start of 2026 are the Squishy Bao Buns. These captivating collectibles have garnered immense attention, with their initial series of three products setting the stage for what promises to be a massive trend. Retailers and industry experts alike are eagerly anticipating the further exciting series already in development, recognising the Squishy Bao Buns' potential to become a staple in every child's collection. Their unique charm and tactile appeal perfectly tap into the current demand for sensory play and collectability.
Adding a nostalgic yet innovative twist to its lineup, the WereBear Bao Bun is seeing incredible performance. KTL's ingenious reimagining of the iconic 80s WereBear brand into a squishy, collectible format has struck a chord with both parents and children. This clever fusion of classic character and contemporary toy trend showcases KTL's commitment to developing new and innovative products that resonate across generations, proving that beloved brands can always find fresh life.
Beyond the squishy sensation, KTL is also making significant waves in the burgeoning market of 3D-printed fidget toys. The company’s Fidgelets brand has rapidly established itself as the go-to name for this affordable and highly engaging range. As 3D-printed fidget toys continue to gain huge traction, Fidgelets stands out for its quality, variety and accessibility, cementing KTL's position as a trendsetter in the pocket money sector. These toys offer a unique blend of sensory satisfaction and modern manufacturing, appealing to a wide audience.
The novelty factor, a cornerstone of the pocket money toy market, is something KTL understands implicitly. This was brilliantly showcased at the London Toy Fair, where KTL’s expanded range of squishy toys became key highlights. The award-winning squishy highland cows, along with the delightfully oversized giant squishy banana and giant squishy pickle, captivated attendees. These playful and eye-catching items embody the fun and unexpected joy that KTL brings to the toy aisle.
KTL's recent trade fair performance underscores its exceptional ability to innovate, adapt and deliver exactly what the market demands. With a keen eye on emerging trends and a knack for revitalising classics, KTL is not just participating in the toy industry; it is actively shaping its future, promising an exciting year ahead for retailers and consumers alike.
Click Distribution
0330 123 2559 | click@clickdistributionuk.com
When it comes to pocket money collectibles, few opportunities are as potent as tapping into a gaming phenomenon with tens of billions of visits behind it. That's exactly what Click is delivering to UK retail from this month onwards, distributing PhatMojo's officially licensed toy collections inspired by two of Roblox's most explosive titles – Steal a Brainrot and 99 Nights in the Forest – all priced at £10 and under. Steal a Brainrot, developed by Do Big Studios and Spyder Games, is nothing short of a Roblox phenomenon. With over 55b visits and an all-time peak of 25.8m concurrent players, the game's surreal, meme-fuelled humour has captivated a generation of players – and is now leaping off screens and onto shelves. PhatMojo's Mystery Minifigures distil that chaotic charm perfectly: 10 characters to collect, each standing 2.67-inches tall, featuring bold, authentic stylisations drawn straight from the game's iconic popculture-meets-internet-absurdity aesthetic. With a mix of common and rare figures, trading and repeat purchase are baked into the proposition. Every mystery bag includes a DLC code unlocking exclusive in-game Roblox rewards – a differentiating feature bridging physical play with the digital world kids are already living in. Impulse on-trend purchase at £4.99. Collectible Plush at £9.99 will also be added to the collection.
If Steal a Brainrot is chaotic fun, 99 Nights in the Forest delivers something altogether more spinetingling. The number one Roblox survival game, with 24b lifetime visits, centres on eerie forest creatures and tense gameplay – and PhatMojo's collectible line captures that atmosphere. The first wave of 10 Mystery Minifigures spans Deer, Ram, Owl, Alien, Alpha Wolf, Cultist and three elusive mystery chase characters, each at 2.67-inches tall. As with the Brainrot line, every pack contains an official DLC code for exclusive in-game Roblox items, a benefit exclusive to PhatMojo's genuine licensed collection and a powerful driver of perceived value on shelf. The spooky-cute aesthetic makes these equally appealing for display as for play.
Rounding out the range, the £9.99 blind box plush offers mystery unboxing excitement with tactile premium appeal. Each box contains a 5.5-inch 99 Nights in the Forest character plush –Deer, Hungry Deer, Ram, Owl, Bat or Cat – finished in premium fabrics with vivid colours and striking detail. At under £10, these make compelling add-on purchases alongside the minifigure lines.
Click's marketing programme is designed to sustain momentum beyond launch, built around game-driven hype drops, retail activations, product sampling and exclusive DLC tie-ins that keep both the gaming community and retail traffic engaged in tandem. With the Roblox audience's appetite for collectibles well established, these ranges are primed to become staples of the pocket money fixture.
Just Play remains a front-runner in the collectibles category, with a portfolio of brands that appeal to all types of fans and collectors.
Happy Haul is the new trend-led collectibles brand that blends pop-culture favourites with mystery plush, figures and more. Available across various formats, themes and licences, the Happy Haul range offers collectors, fans and kids mystery toys to unbox that capture the joy of everyday moments. All series are offered in limited drops designed to spur on the chase, whilst celebrating the fun of unboxing.
Within the mix, Disney enthusiasts will discover Disney Scents of Style Blind Box Plush. Beloved characters like Tigger, Marie and Lotso can be found on colourful scented clip-on accessories. Just Play’s Duckalooz also make their Happy Haul introduction, with Duckalooz Snack Quack Clip-On Plush. In this series, collectors will find soft, fuzzy duck plush dressed in removable snack-themed costumes. Another vinyl plush clip-on line is Sour Pouts Paw-ty Crashers; each retro character head wears a plush animal hat and a moody expression.
Collectors can find more ways to display their fandoms with Happy Haul’s figure assortments. Packed in mystery boxes, Scene Setters place beloved characters from popular brands like Disney’s Winnie the Pooh, Disney’s Stitch, Peanuts and Harry Potter at the centre of charming scenes. The removable bases connect to others in the same series to build larger displays.
Disney Doorables is an evergreen performer that keeps fans coming back for more with new themes, characters and surprise-packed sets to collect. In Full Bloom is the latest series to take root in this world of whimsical miniatures. This season comes wrapped up in an enchanting format, inviting fans to open greenhouse doors to reveal a new series of Disney Doorables figures inspired by beautiful blooms, topiary treasures and fantasy florals. Each figure comes with a base and accessories that are easy to pop together.
What’s more, there is to be a new wave of designs and formats joining the Duckalooz collection that will have every duck collector clearing a space on their shelf to make room for the latest characters in this globally recognised range of pocket-sized, dressed-up duck collectibles. The new Disney Duckalooz Impulse assortment will deliver fun with ducks inspired by Disney and Pixar stories. Consumers can collect stylised versions of Pocohontas, Winnie the Pooh, Woody and more.
A. A. Milne’s Winnie the Pooh marks its centenary anniversary in 2026, and Just Play is celebrating this milestone moment for the brand with the launch of its Disney Winnie the Pooh Collectibles. Fans of this beloved property will be keen to collect all seven Disney Winnie the Pooh Bear-y Squishy Figures. This endearing assortment sees Pooh and his friends reimagined as sweet, squishable, glittery figures that are packed with charm and display-worthy cuteness.
Disney Stitch remains a powerhouse in 2026, and as the brand’s master toy licensee, Just Play is expanding the line with fresh innovation. Attachmeez Collectible Mini Figure Blind Boxes are ideal for fans. Each 10cm toy features lovable Disney’s Angel or Stitch in a fun pose – like enjoying a snack, listening to music, or relaxing with an eye mask. Consumers can unbox to reveal one of eight figures, then display it on the included surfboard stand or perch it on a phone, computer screen and more.
Tiny Nightmares, the horror-inspired lifestyle line, introduces new waves of characters and more ways to collect in 2026. New for spring is a second wave of 3-inch figures with terrifying eyes that hold reflections of their victims. The Grabber, Annabelle and Megan 2 are not to be missed. There’s a third series to come in autumn/winter 2026, too, which includes BabyFace, Billy the Puppet from Saw, Freddy Fazzbear and more.
Character Options
0161 633 9800 | sales@charactergroup.plc.uk
Character Options is a trendsetter in collectibles, with plenty of creative ranges in the mix this year. Kimmon fans will look forward to significant developments within the line. This internationally popular toy and lifestyle brand has captured the imaginations of Gen Z consumers and collectors worldwide with its bold character designs, trend-led aesthetic and collectible appeal. From launch, the blind-boxed plushies, bag clips and accessories have delivered high-volume sales, and there’s a plethora of new formats and themes for autumn/winter 2026. The Kimmon OOTD Fashion Trend assortment is not to be missed. Each poseable, animestyle plush doll wears their “outfit of the day”. The theme is inspired by the social-born OOTD trend whereby fashionistas showcase their personal style to their followers. Fans can discover six regular characters and one rare design – all with their own ID card. Plus, another whimsical theme is on its way, with the Kimmon Dream Maker series. Collectors and fans can use the metal keychain to attach their 6” winged mystery plush to backpacks, handbags, keys and more.
MagMiMi features cute mystery collectible plush toys that are tiny, adorable and magnetic. Each palm-sized pal features a soft, cuddly body, a stylised roto-cast head, built-in magnets in every limb and a premium metal keychain attachment. Collectors can place them on a finger, stick them to the fridge, clip them to backpacks, or link them together for a cute plush parade. Each MagMiMi comes in its own custom metal display tin, perfect for posing, storing, or showing off growing MagMiMi collections. There are nine exotic animals to collect in the first series, including special characters. Among them are axolotls, sugar gliders and sloths. Each character features highly detailed kawaii styling, tapping into current style and fashion trends.
The future looks bright for Character, with LamaTama – the voice-activated fortune tellers. These tiny oracles have questionable psychic abilities and take zero accountability for their predications, but they’re about to make those small decisions in life a little bit easier. This collection of pocket-sized gurus will aid in moments of decision paralysis. Regardless of whether the query is ‘Yes’ or ‘No’, LamaTama will provide an answer. Inspired by trends from across youth culture, digital behaviour and nostalgia cycles – including a Gen Alpha revival of retro formats like Magic 8 Ball – LamaTama is ideal for kids leaning into magical thinking to help make choices.
Over the past year, the pocket-money toy category has continued to evolve, with consumers looking for products that offer both collectability and genuine play value. 3D Studio Gifts delivers consumers what they want with Jigglets, a range of articulated fidget toys that combine tactile movement with colourful characterdriven design.
3D Studio Gifts launched Jigglets just over a year ago with the aim of creating something a little different within the impulse toy space. The company’s wish was to design a product that children could interact with, move around and play with in their hands. The result is a flexible, articulated toy made up of connected segments that allow each Jigglet to bend, twist and ‘jiggle’, giving it a satisfying sensory feel.
That tactile element has been a key factor in the product’s success so far. Sensory and fidget-style toys continue to be incredibly popular, not only with children but with adults too. Jigglets tap directly into that trend by offering a playful desk companion or pocket toy that people instinctively want to pick up and interact with. It’s a simple concept, but one that really resonates once consumers feel the movement of the toy in their hands.
Pricing has also played an important role in making Jigglets accessible to a wide audience. The range sits firmly within the traditional pocket-money bracket, retailing at £2 each or three for £5. This makes them an easy impulse purchase for parents and children, while also encouraging collectors to build up their sets over time. For retailers, this price point works particularly well at the counter, where customers are often looking for small add-on purchases.
Collectability is another big part of the Jigglets story. Each design has its own personality, colour palette and playful aesthetic, which encourages customers to look out for the next design to add to their collection. Because the range is design-led, 3D Studio Gifts can continually introduce new characters and styles, keeping the range fresh and giving retailers reasons to update displays and bring customers back for the latest additions.
The use of 3D printing technology in the development process of Jigglets is a major advantage for the company, as it allows it to prototype and create new designs quickly, meaning it can respond to trends and ideas far faster than traditional manufacturing methods. It also gives the company the flexibility to experiment with shapes, movement and textures, which is particularly important for products like Jigglets where the tactile experience is central to the appeal.
STARFISH
From a retail perspective, Jigglets also perform well visually in-store, with their bright colours and unusual articulated shapes naturally attracting attention, especially when displayed together. When customers pick one up and start moving it in their hands, the product really sells itself.
Looking ahead, 3D Studio Gifts sees huge opportunity within the pocket-money and collectible toy sector. Consumers are increasingly looking for affordable products that still offer creativity, interaction and collectability. Jigglets delivers on all three, and 3D Studio Gifts aims to continue expanding the range as the brand grows.
A.B.Gee
01773 570 444 | www.abgee.co.uk
A.B.Gee continues to lead the way in pocket money and collectible toys, offering an outstanding range of over 1,200 lines from some of the industry’s most in-demand suppliers. With a strong focus on quality, innovation and value, A.B.Gee remains a trusted wholesale partner for retailers looking to stay ahead of trends.
Among the company’s standout ranges is World’s Smallest by Super Impulse – a brilliantly inventive collection of officially licensed miniature toys that pack huge nostalgia into a tiny format. Each piece is carefully designed to replicate the original in incredible detail, and many even include real working features, making them just as playable as their full-sized counterparts.
The range includes miniature versions of some of the world’s most recognisable toys and games. Fans can enjoy the iconic Rubik's Cube in a fully twistable pocket-sized edition or seek answers from the classic Magic 8 Ball. Retro enthusiasts will love the tiny but mighty Masters of the Universe version of Rock 'Em Sock 'Em Robots. Card game fans aren’t left out either, with a playable mini edition of Uno that’s ideal for travel and impulse purchases. Fun, collectible and giftable, the World’s Smallest range taps into cross-generational appeal, attracting kids discovering these classics for the first time as well as adults reliving childhood favourites. Compact, affordable and ideal for counter displays, they’re perfectly suited to the pocket money and collectibles market.
A.B.Gee also stocks the ever-popular Funko Pop! range, with new releases arriving weekly across comics, superheroes, movies, TV, music, sport and more. Alongside the iconic vinyl figures, retailers can explore Bitty Pop!, pen toppers, keychains and plush, offering multiple price points and strong cross-category appeal for collectors. Adding even more character to its portfolio is the collectible Tubbz range. These officially licensed figures transform iconic pop culture characters into charming, cosplaying rubber ducks. From blockbuster films and hit TV series to legendary video games and music icons, each Tubbz figure cleverly captures the personality of the original character, with a playful twist. The brand collaborates with major entertainment names, including Universal Pictures, Warner Bros., Paramount Pictures, Sony Pictures, Microsoft and Sega, ensuring strong brand recognition and ongoing demand.
By combining variety, trend-led products and competitive pricing, A.B.Gee makes it easy for retailers to refresh their offering with high-impact, high-margin pocket money and collectible lines. For businesses seeking dependable supply and standout products that resonate with today’s consumers, A.B.Gee remains a go-to wholesale destination.
Wild Wigglers is a brand-new fidget toy collection added to Brainstorm’s portfolio. These soft, squishy and endlessly stretchable creatures are pocket-sized and realisticlooking, ideal for little hands that love to pull, twist and squeeze. Children can pop them in water for a magical sensory experience, combining tactile fun with dazzling colour surprises. The Wild Wigglers are made from durable, flexible, tear-resistant materials.
The Brainstorm Torch and Projectors collection is as popular as ever, and the retro toys are pocket money priced with 15 different torches to collect, including Space, Fairy & Unicorn, Most Deadly and Mermaid. Each torch is perfectly sized for little hands to hold, and as well as being a handy torch, each projects 24 themed images onto walls so children learn all about their favourite subjects.
StikBot celebrates its 10th anniversary in 2026. The ultimate collectible, StikBot single figure remains Brainstorm’s best-selling SKU thanks to its unique attributes: pocket money price point, collectability factor and fidget features. Children can also download the free StikBot app to create their very own StikBot stop-frame animation using green screen tech. This year, brand-new StikBot Shinies join the lineup. Available in three packs.
The collectible craze Eugy continues to drive sales for retailers, and the new characters include Axolotl, Sperm Whale, Dodo, Ocean Sunfish, Red Panda and Seahorse. There’s also an Eugy Dove emblazoned with the word ‘peace’ in multiple languages with a sky-painted body and olive beak of hope; ideal for any Eugy collector.
Freak Marbles offer a unique twist on the traditional game with an added collectability factor. Already established as one of the most collectible crazes in Spain, Freak Marbles have characterised 360-degree design, trading points, game play and fun skins that convert them into free-standing figurines to collect and display. There are 24 characters to collect, along with a rare and a super-rare Golden Golem Freak Marble. The range is available in mesh bags containing three Freak Marbles and Blind bags that feature one Freak Marble and skin. Both variations come with a CDU with 12 SKUs.
John Adams Leisure
01480 414 361 | sales@johnadams.co.uk
The best-selling collectible Bananas range is back for more fruit-scented fun. Bananas are peelable, scented collectible toys that contain a cute and squishy collectible character and accessories inside. Each Banana can be peeled and resealed for repeat play, and the squishy characters can be connected to make a banana crown. Single, twin pack and 3-Bunch Bananas CDUs will be available this autumn to collect and connect.
Cows VS Aliens is a quirky new plush collectible from the VS World universe, which has a strong social fandom. Each 4 inch bean-filled character is either a Cow or an Alien that is super soft and squeezable, with a distinctive personality which encourages collectability.
Puffy Puffs Stickers are the build-and-display collectible, tapping into the evergreen sticker-craft trend. Kids can peel, stack and style their own adorable foodie characters, each with its own themed 3D pop-up scene. From Melly Jelly to Scoopz, these fun food-themed characters are packed with personality and ideally positioned as an impulse buy. Puffy Puffs are available now in CDU displays.
Pocket Money Toys and Collectibles / Blind Boxes
Rubber Road
www.rubberroad.com | sales@rubberroad.com
Rubber Road is shining a light on new characters that have joined the Tubbz cosplaying ducks lineup in recent weeks. The latest drops include much-loved icons from nostalgic and new TV, a big 2026 movie that’s on the way and a rock legend.
First up, the much-anticipated The Cat in the Hat movie may have been pushed back from February to November, but these new Tubbz characters are available now.
Meanwhile, for a touch of nostalgia, Meet The Flintstones characters are available in their new duck form. Stone-age legends Fred & Wilma Flintstone have left Bedrock for a new home in the Tubbz Collection. Kidults will remember this iconic animated series as these characters take them on a trip down TV memory lane.
Rubber Road’s broad portfolio also includes Alice Cooper, the Duckfather of Shock Rock. Fans will love the detail that makes the duck so obviously Alice.
Hazbin Hotel Tubbz first dropped in 2025 and were one of the year’s best-performing licences. New characters Vaggie and Valentino have just been released alongside Boxed and Mini editions of Alastor, Charlie Morningstar, Lucifer Morningstar and Angel Dust.
The commanding collectibles Tubbz brand continues to attract attention, and plenty of newness is in the 2026 pipeline to satisfy pop culture fans.
Different Toys is entering the Pocket Money Toys category this spring with the launch of Bubble World licensed bubbles. In a new distribution partnership with Italian bubbles manufacturer Dulcop, Different will be bringing a range of character-inspired bubbles into the UK, starting with the 60ml size bottles available in CDU.
Driven by a strong licensing portfolio, popular brands in the initial delivery will include pre-school favourites Bluey, Paw Patrol and Peppa Pig, as well as Marvel Superheroes, Disney Princess and Stitch. Another highlight in the collection will be Toy Story 5 bubbles, which is well-timed for the summer movie release in June. Made in Italy, Dulcop’s bubble solution is 100% microbiologically tested, gluten free, paraben free and hypoallergenic and each bottle comes with a built-in red wand and fun maze puzzle game on the top to offer children an extra layer of play. Each brightly designed, eye-catching CDU contains 36 bottles and is ideal for positioning by the till points to encourage impulse purchase. With bubble play a constant favourite with children, these pocket money licensed bubbles will entertain and delight and be the perfect addition to party bags, a fun toy for a play date in the park or a holiday treat for a day at the beach. The first wave of Bubble World bubbles is available to order now so customers can receive stock in time for the summer season.
Pocket Money Toys and Collectibles / Blind Boxes
Maison Battat
www.battatco.com | sales@battatco.com
Maison Battat has partnered with ToyCity to bring Laura Girl, Mr. Pa and Monboo brands into wider global markets, including the UK and Europe; trade coverage around the deal has consistently positioned them as beloved Asian brands that have already captured collectors’ attention across Asia. What makes the trio compelling is that each brand addresses a different consumer mood within the broader collectibles space.
Laura Girl is perhaps the most overtly style-led of the three. Positioned as a modern fashion icon, Laura is designed for collecting, styling and displaying, with themed expressions and a strong visual identity that leans into fashion, personality and presentation. That makes the brand especially relevant in a market where collectibles increasingly sit at the intersection of toys, décor and self-expression. For retailers, Laura offers the kind of aesthetic appeal that can draw in both committed collectors and gift buyers looking for something with a more elevated feel. The range’s format also supports the all-important repeat purchase cycle, with hidden styles and series-driven discovery adding momentum.
Mr. Pa, by contrast, brings a more humorous and character comedy angle to the category. Described as a calm, dry-witted panda with many whimsical versions, the brand has a softer, more affectionate tone and broad format flexibility, spanning figurines, plush, purses and bags and a full range of miniatures to come. That gives Mr. Pa wider accessibility at retail, as It can work as a desk collectible, an impulse purchase, a blind-box pick-up or a small giftable item. There is also something very timely about the character’s understated humour and everyday relatability. In, the collectibles market, which is often driven by emotional attachment and shareable personality, Mr. Pa is highly translatable across channels and age groups.
Monboo is rooted in nature, softness and dreamlike world-building. Monboo is a gentle, nature-loving character with a subtle grin and a distinctly curious point of view. Series such as Forest Town underline that appeal, leaning into woodland themes, softer colour palettes and collectibles that can extend naturally into plush and figure formats. For retailers, this makes Monboo especially attractive in a market that continues to reward collectibles with a strong lifestyle aesthetic, as well as toy appeal.
For the UK trade, these brands arrive with proven traction in Asia, established design languages and the kind of character differentiation that retailers increasingly need in a crowded collectibles aisle. The category remains one of the most dynamic in toys, but success is becoming more selective. Lines need a reason to exist, a recognisable identity and a format that can sustain repeat traffic. Mr. Pa, Laura Girl and Monboo each appear to offer that in different ways.
Maison Battat has announced that the new brands will be available in stores across the UK, France and Germany starting June 2026, with additional European markets to follow later this year.
01253 778 888 | www.htigroup.co.uk
| sales@htigroup.com
Pocket money toys remain a central part of HTI’s business, supported by over 70 years of experience in creating affordable products that deliver steady week-to-week sales beyond seasonal peaks. The 2026 range focuses on a practical mix of trend-led lines, licensed pocket money toys and high-volume staples, developed to encourage impulse purchases and regular repeat spend across a wide variety of retail formats.
With in-house design and tooling capability, HTI can react quickly when new trends emerge. This agility enables retailers to introduce products that reflect current children’s interests while maintaining accessible price points suited to both independent shops and larger chains.
The 2026 collection covers core demand areas including sensory play, collectability and outdoor activity. The Jokes and Gags category remains a strong performer, with putties and fidget toys that tap into ongoing demand for tactile, sensory play. Puzzle Palz, HTI’s licensed puzzle erasers, perform strongly due to their collectability and character appeal. For outdoor activity, the Hot Shots range brings yoyos, skimmers and flying discs into the pocket money space, giving families an affordable way to stay active. Teamsterz maintains steady year-round sales, with miniature vehicles and compact transport themes that hold broad appeal across multiple retail channels.
In addition to these established lines, HTI’s pocket money offering includes a wide variety of novelty products and mini games designed to drive additional sales. Compact items such as sensory cubes, slime characters and squishy collectibles are ideal for counter units or clip strip placement where space is limited. The novelty range also features popular items such as liquid motion toys, handheld games and foodie themed figures, offering retailers a broad mix of small-format products suited to counters and smaller displays. Small role play accessories and themed craft kits further extend the creative play offer, giving retailers flexible options for effective POS displays.
By combining rapid trend responsiveness with accessible pricing and strong volume potential, HTI’s 2026 pocket money range offers retailers a reliable way to drive steady sales and capture everyday spend.
Pocket Money Toys and Collectibles / Blind Boxes
Tomy
01392 281 927 | www.tomy.com
Tomy is expanding its collectible universe with cult-favourite collectible brand Momiji. Known for its cute but clever collectible message dolls, Momiji blends the dopamine rush of blind-box excitement with meaningful hidden messages that celebrate friendship, kindness and connection.
The spring 2026 launch introduces two new collections, Magical Meadow and Out of This World, featuring Blind Box Message Dolls, Blind Box Plushies and Large Character Plush. Inside each blind box collectible, consumers will find a collector card and an embroidered sticker of their character’s favourite sidekick, while blind box plush editions include a card and sticker of their matching bestie.
The 3-inch vinyl Momiji Message Dolls hold a hidden fortune and a space for consumers to write their own message or wish, with eight unique characters to collect, including a chase figure. Sidekick Plushies are 4-inches and part of an eight-piece candy-coloured collectible series of complementary companions to the dolls, while the Large Character Huggable Plush stands at 10-10.5-inches tall and features premium materials and a keepsake hangtag that shares more about their personality.
Popular with all ages and on-trend for Gen Z and Millennial collectors worldwide, each Momiji doll includes a concealed message card, adding a personal and emotional layer to the viral blind-box experience. The brand has built a global following through its artist-driven details, nostalgic sensibility and moments of surprise that extend beyond unboxing.
At its core, Momiji is focused on making life lovelier. Through collectible storytelling and intentional design, the brand creates small moments of connection that resonate with collectors in today’s digital-first world. Following the spring launch, the Sugar Plum Wood collection will release in August, continuing Momiji’s focus on creative design and collectible storytelling. Through its partnership with Tomy, Momiji is being introduced to collectors with the quality and craftsmanship Tomy is known for. Tomy’s distribution expertise ensures Momiji’s signature design elements and message-led experience remain central as the brand reaches a wider audience.
The Pocket Money Collectibles and Blind Bag category continues to drive strong momentum across the toy market, fuelled by repeat purchase behaviour and impulse buying. Craft Buddy is tapping directly into these trends this spring/summer with a wave of Crystal Art launches.
Leading the launches is Fuzzballs, the webcomic phenomenon known for humour inspired by everyday life, memes and food culture. The range introduces six Crystal Art Bag Charm Kits, transforming the playful characters into collectible craft creations. The latest collection also features new licence additions from Sanrio (Hello Kitty) and Hasbro (Peppa Pig), alongside the debut of Fuzzballs.
Across the coming months, Craft Buddy will introduce over eight new product launches and brand extensions, expanding its Crystal Art portfolio with new characters, collectible formats and creative craft experiences.
The popular Crystal Art Pin Badge collection also expands with a new Harry Potter range, featuring 2-in-1 blind bag badges that can be worn as a pin badge or displayed using the included stand. The collection features 16 beloved characters, including Harry, Hermione, Ron, Luna and Hedwig, alongside iconic Wizarding World symbols such as the Golden Snitch, Harry’s lightning scar, the Hogwarts Crest and the Gryffindor, Slytherin, Ravenclaw and Hufflepuff house emblems. Two additional Crystal Art Bag Charm Kits featuring Harry and Hedwig appear in a fresh anime-inspired style.
Fans of the hugely popular Toy Story series can also look forward to a new Crystal Art Toy Story Collection launching alongside the upcoming movie release. The range features six Crystal Art Buddies Kits – Buzz Lightyear, Woody, Jessie, Rex, Lotso and the Aliens – alongside five Crystal Art Bag Charm Kits.
Continuing the brand’s popularity following Hello Kitty’s 50th anniversary, and ahead of Pompompurin’s 30th anniversary in 2026, the Hello Kitty and Friends range launches this month with eight Crystal Art Buddies Kits, four Bag Charm Kits, two Secret Diaries, two Scroll Kits, two Birthday Cards and a 4-in-1 MegaKit.
Following this is the highly anticipated global May launch of the Hello Kitty and Friends Crystal Art Sticker Album. The album features 20 colourful pages and 102 Crystal Art stickers to craft, collect and display. Starter Packs include the album and two blind bags, with additional blind bags (three stickers per bag) available separately to encourage swapping and collecting.
Craft Buddy’s Crystal Art Junior range also expands with Peppa Pig kits designed for younger crafters, featuring larger gems and easy-grip tools. The launch includes a Crystal Art kit featuring George, reflecting the character’s hearing aid in the show’s storytelling, alongside an XL Crystal Art Buddies Kit of Mummy Pig and Baby Evie.
Featuring 11 iconic Care Bears to collect, Craft Buddy taps into the continuing Care Bears craze with Crystal Art metal keyrings in blind bag format.
The evergreen Star Wars Crystal Art Buddies collection grows with a Crystal Art Duo Buddies XL Kit featuring The Mandalorian and Grogu, launching alongside the latest Star Wars cinematic release. Measuring approximately 17cm x 25cm, it creates a striking collectible display piece.
Craft Buddy’s award-winning Crystal Art Wildlife Buddies Kits range also continues to build, expanding to 25 characters with five new additions, including Capybara, Axolotl, Panda, Puppy and Kitten across the current Jungle, but newly created Mountain and Pet environments. Each kit includes a collectible EduCard packed with fun facts about the animals.
Pocket Money Toys and Collectibles / Blind Boxes
House of L Toys
sales@houseofltoys.com
Cosmix Girlz is a fully realised lifestyle, collectibles and cosmetics brand built at the intersection of fandom, music and play. Designed for a new generation of consumers who expect more than static products, Cosmix Girlz blends physical and digital experiences into a cohesive, scalable universe that feels both culturally relevant and deeply engaging.
Cosmix Girlz spans multiple categories, ranging from Pocket Money Toys and Blind Box Collectibles to innovative, collectible cosmetics. The brand’s accessible pricing strategy ensures broad appeal, with hero products such as the Gloss & Go Collect Idols retailing in the sub-£10 bracket. These standout items combine a mystery figurine with a lip gloss component, enhanced by integrated sound –bringing an extra sensory layer to the unboxing experience. Each SKU is designed not simply as a product, but as a gateway into a wider world.
What truly sets Cosmix Girlz apart is its seamless integration of lifestyle and entertainment. Every piece of packaging features a QR code that connects consumers directly to exclusive Cosmix Girlz content, including original music, story chapters and interactive experiences. This transforms each purchase into an ongoing journey, encouraging repeat engagement and deeper brand connection. It’s a model that moves beyond traditional toy or beauty formats, positioning Cosmix Girlz as a living, evolving IP.
The lifestyle dimension is further amplified through music. Unlike many brands that borrow from culture, Cosmix Girlz is built from within it. With original tracks set to be released across all major digital platforms, the brand taps authentically into global fandom, particularly the energy and influence of K-pop. Both a music producer and toy designer, Ravelle, Co-Owner of House of L Toys, brings a genuine passion for the genre, embedding it into the DNA of the brand. The result is a property that feels credible, immersive and culturally fluent.
Narratively, the Cosmix Girlz universe revolves around seven sisters, each with distinct personalities, aesthetics and identities. This character-driven approach allows for natural expansion across categories, including beauty, fashion, accessories and media. It also creates clear entry points for fans to connect with specific characters, building emotional investment and collectability. Anchored by the brand message, “It’s How You Shine”, Cosmix Girlz champions individuality, self-expression and inclusivity – values that resonate strongly with today’s audience.
From a commercial perspective, the brand is built for scale. The combination of QR-enabled packaging, ongoing content releases and a cohesive narrative framework ensures strong SKU differentiation and long-term engagement. With a launch scheduled for autumn/winter 2026, marketing efforts will focus heavily on social platforms, driving audiences into the Cosmix Girlz ecosystem and building a global community around the brand.
Ultimately, Cosmix Girlz represents a new kind of hybrid IP – one that merges toys, cosmetics and music into a unified experience. By tapping into fandom authentically and delivering consistent, multi-touchpoint engagement, it positions itself not just as a product range but as a cultural platform with the potential for lasting impact.
Hamee
www.hamee.com | chris.l@hamee.co.jp
In a world where personal style and everyday accessories go hand in hand, Hamee introduces a fusion of creativity, comfort and collectability with its unique range of squishies. Designed to bring joy to users of all ages, Hamee products are more than just accessories; they’re a sensory experience and a form of self-expression.
At the heart of the Hamee collection are its irresistibly soft squishies. Crafted from high-quality materials, these products are designed to provide a deeply satisfying tactile experience. Whether consumers are looking to relieve stress, stay focused during a busy day, or simply enjoy the calming sensation of squeezing something soft, Hamee squishies deliver on every level. Each piece is thoughtfully designed with adorable characters, vibrant colours and charming details that make them instantly appealing to collectors and casual fans alike.
What truly sets the Hamee squishy range apart is its collectible nature. With a wide variety of designs, including cute animals and playful food shapes, to seasonal and limitededition releases, there is always something new to discover. This constant innovation keeps the range fresh and exciting, encouraging repeat purchases and long-term engagement. Collectors can build their own unique sets, trade with friends, or hunt for rare designs, adding an interactive and community-driven element to the experience. Every squishy tells a story, making each one a small but meaningful addition to a growing collection.
Hamee will be expanding its portfolio with the addition of the Dim Sum & Bento Box Pusheen lines launching later this year. The company is also set to introduce new Sanrio collections, demonstrating its ability to stay ahead of trends while maintaining the high standard that consumers expect. By continually refreshing its portfolio with new concepts, themes and collaborations, Hamee ensures there is always something exciting on the horizon.
While further details cannot be revealed at this stage, Hamee is awaiting final confirmation of new launches that will set it apart in the world of collectibles. More details to follow soon.
Pocket Money Toys and Collectibles / Blind Boxes
YuMe Toys
www.yumetoys.com | emeasales@yumetoys.com
As we officially enter spring, YuMe Toys has expanded its many lines of toys and collectibles. The relationship with Sanrio keeps getting stronger by the year, and this year’s line-up is promising.
One of the ranges for retailers to watch out for is the Hello Kitty and Friends Keychain & Strap Light-Up Camping Lamp Series, arriving in spring 2026. This range turns every outing into a tiny camping adventure. Blending practical design with unmistakable Sanrio charm, each collectible features a fan-favourite character head as the lantern topper, perched above a compact camp-light body finished with a sweet bow detail on the base. At its centre shines a star-shaped light that glows with a soft, cheerful illumination –perfect for finding keys after dark, adding ambience to a backpack, or lighting the way back to a tent at festivals, sleepovers and weekend escapes.
The first series includes six beloved characters to collect: Hello Kitty, Kuromi, My Melody, Pompompurin, Pochacco and Cinnamoroll – perfect for collectors and gift-givers alike. Designed for life on the go, every lantern comes fitted with a sturdy metal split ring, secure lobster clasp and a comfortable wrist strap accented with moon-and-star details for an extra dash of whimsy. Lightweight, displayable and endlessly collectable, these light-up keychains deliver practical sparkle to whatever they’re clipped to. Small in size, big on glow, the keychains provide the perfect companion for adventures near and far.
Alongside the Camping Light series, the Hello Kitty and Friends range also includes two 5cm figurine collections and one 7cm figurine collection, a Zoom Hero range and three other key chain collections. Moland has been
Left-Field Toys
www.leftfieldtoys.com | hello@leftfieldtoys.com
The pocket money category remains one of the most vibrant areas of the toy market, driven by collectability, sensory play and the influence of viral social media trends. From tactile fidgets to satisfying squishes and collectible characters, Left-Field Toys is continuing to build momentum in the pocket money sector, with a number of its collectible and sensory-led ranges delivering strong retail performance.
One of the standout performers has been Fidgi Starfish, a tactile 3D fidget toy designed to deliver satisfying sensory play in a compact, collectible format. With its bright ocean-inspired colours and engaging movement, the range taps into the ongoing popularity of fidget toys while offering something visually distinctive for retail displays. Retailers have reported strong repeat purchases as children return to collect different colour variations.
Continuing the 3D printed fidget craze, Fidgimals are a range of 3D printed collectible characters that are packaged two per blind bag for only £2.99 SRP. The collect-and-swap format encourages repeat purchases as children hunt for new characters and trade with friends. Also in the range are Fidgi Noodles, colourful stretchy strands that kids love to pull, twist and knot. The product’s simple but endlessly engaging design provides the satisfying tactile experience children enjoy and makes them ideal impulse purchases.
The My Kawaii BaoFun range has been a staple in the pocket money offer for Left-Field Toys for years. Known for its satisfyingly soft, slow-rise texture and cute kawaii styling, BaoFun has consistently delivered strong sales thanks to its sensory appeal and collectible characters. The current squishy craze, coupled with new glitter and surprise variations, is now helping drive fresh momentum for the range.
Baba Orchard was also incredibly well received at the London Toy Fair. The playful fruit-themed blind box plush range combines amazing scents with cute, expressive designs, while the surprise element adds a strong collectability factor.
Meanwhile, Left-Field Toys has seen a significant surge in demand for the Reesee Transformers Blind Bag Plush, retailing at just £3.99. The combination of mystery-pack excitement and soft plush characters in a unique anime style guide has made the line a standout performer in the Pocket Money category. Further releases are planned under the Transformers brand, as well as new launches from My Little Pony.
Launching in May, the Pick N Squish range brings the fun of pick-and-mix sweets into the world of sensory toys. Inspired by classic confectionery favourites, the collection features playful squishy designs including Jelly Babies, Jelly Bears and Cola Bottles, each recreated as colourful, squeezable toys with a satisfyingly soft texture.
Food-themed toys continue to perform strongly in the pocket money category and Pick N Squish taps directly into this trend with instantly recognisable shapes and bright, eye-catching colours. The familiar sweet-shop inspiration makes the range highly appealing to children, while the satisfying squish provides the tactile sensory play that keeps them coming back for more.
Special Feature Mattel
Masters of momentum
Mattel is a global powerhouse brand with a portfolio of iconic and fan-favourite IPs that will see lots of growth and newness in 2026. Toy World’s Caroline Tonks sat down with Kelly Philp, Senior Director of Marketing, and Michael Hick, Vice President - UK & Ireland, Benelux and Nordics, to hear their thoughts on the year ahead and to discover what’s coming for Mattel’s franchises.
Looking ahead to the rest of 2026 and beyond, what are the key growth pillars for Mattel globally?
KP: From the back end of last year, we've seen strong acceleration through our Vehicles and Games portfolios and we’re feeling positive about that continuing. We see our Dolls portfolio benefitting from product innovation, partner IP and strong content slates.
Following a stellar movie slate in 2025 with Jurassic World and Wicked, we are particularly excited about the movie slate again for this year. We've seen a phenomenal response to the trailer drop for Masters of the Universe, and we're excited to see that hit the big screens on 5th June. Then there is our long-term Toy Story partnership with Disney – when there’s a film that’s purely about toys, the toy industry always does well from it. Following shortly afterwards, we are excited about the momentum driven by the live-action Moana which will be out on 10th July. We have ranges based on three major movies by the end of July, which sets the second half up nicely.
As we enter the second half, we have the Matchbox movie in partnership with Skydance to look forward to, plus we're bringing Netflix’s KPop Demon Hunters into our portfolio and we’re also launching our DC range with Warner Bros. In terms of our own IP and our partner IP, there's lots of newness coming through across the year. There are quite a few movies coming in a short window in July. How do you and UK retailers manage that successfully?
KP: We have an excellent portfolio mix. If you think about the core audiences and the messages that are coming through from these movies, I think that audience segmentation, as with all things in the toy industry, will be key to the success of all three.
Masters of the Universe has strong heritage with people who used to watch it back in its original form. Toy Story has always had the love of the nation and can span all ages, so there's a great opportunity there. And Moana has its own dedicated fanbase too. We feel confident that there are different audiences for each movie.
MH: We fit it all in at retail through planning. We are constantly working with our joint partners, working hand-in-hand with our retailers to bring these movie moments to life. I think as far as the toy industry is concerned, while the macroeconomics are mixed, the market is still buoyant. In 2025, the industry was in growth for the first time in five years. We were really pleased that Mattel was the third biggest contributor to this industry growth, according to Circana. We won share in five of the key seven categories we play in – Infant/Pre-school, Games, Plush, Action Figures and Vehicles – and we achieved our strongest POS ever, outpacing the industry by eight points. It was our largest market share gain in five years.
The demand creation that we're delivering, plus our relationships with our retail partners, is the key to success. We had some major releases last year and we have more major launches coming in 2026. Plus, we are seeing growth across all the retail channels.
How do you tailor your approach between the different channels, such as looking at the supermarkets compared to the independent retailers?
MH: What we try and do as much as possible is have the right retail strategy for the right channel. There are different shopper missions for each channel. Whether that's an impulse purchase at a grocery retailer versus a considered shopper mission, driving 20 minutes to a local toy specialist – we can tailor our ranging, as well as the retail marketing that we put in place.
We're investing heavily in areas such as permanent fixtures. For example, we recently set up a Hot Wheels display area in Selfridges – this was on a big showcase scale. On a smaller scale, we’ve been delivering a lot of Hot Wheels executions on metal units into independent stores and trying to support them as much as possible.
Special Feature
Mattel
It’s important to have the right business plans and relationships to execute future opportunities to their full potential.
Do you think retailers are feeling confident about this year in the UK?
MH: I do think retailers are feeling confident about 2026. The start of this year, according to the Circana January results, has been very positive. There's a lot coming in the summer and retailers are confident, with good reason.
KP: Already this year, we’ve had several strong Barbie product innovation stories, including our Autistic Barbie, our Kylie Minogue Signature Doll and the new Petal Pop Doll. I think that these products, alongside those that are still to launch, are the indicators for a good start to
the year from not only a Mattel perspective, but from an industry perspective. That consumer demand is there for us and retailers to capture.
MH: Across every brand in our portfolio there is something going on, which is very positive. It's an exciting place to be and our sales so far this year have been very strong.
How do you balance evergreen IP, new content-driven launches and innovation of play patterns within your long-term planning as a business in the UK?
KP: Mattel has always been known for being a house of brands. Each brand has a different role to play, and they all sit within different categories. We are leaders in many areas, and that has predominantly been driven by our own IP. It’s important for us to continue to focus on that and grow the category – we want to be driving the category as a whole.
I think what we do well in is working with our partners to make sure we truly capitalise in that space. Ultimately, it's working together, whether it be on a franchise that has been with us for the long run or a new franchise coming in. It’s all about planning and taking the audiences and segments in different ways. I think we're very brand centric, and it’s with this brand centricity that we ultimately manage our portfolios.
MH: I think this is one of our major competitive advantages. You ideally want a broad base portfolio of retailers, but you also want a broad base brand portfolio, so you can lean on each of them to continue to manage growth. It works hand-in-hand with our own IP and our licensed partner brands.
We’ve recently announced that we are bringing Teenage Mutant Ninja Turtles and DC into our portfolio. We're working in partnership with the licensors, going to retail and working on the demand creation together, and making sure we deliver. You build that trust and collaboration, and you become known as a manufacturer that wants to drive and maximise on these growth opportunities. That's not just happening at a UK level; it's happening globally. You've got to prove yourself on these opportunities and I think we’re delivering in those spaces.
We really wanted to highlight some of your key franchises for 2026. Looking at Masters of the Universe, how are you evolving this for today's kids, while continuing to serve a highly engaged adult collector base?
KP: I think the team has done a great job in keeping the original Masters of the Universe concepts alive while modernising it and bringing it into the modern day. There's flavours of the old and lots of newness. There are many themes that were in the original content that are still relevant, and now they're enhanced even more. From what we've seen, there's a huge opportunity from not only the toyetic piece, but also a huge consumer products opportunity with fans. MOTU is multi-generational and really clear in terms of the evolution of the brand for audiences across the board.
What excites you most about the potential of KPop Demon Hunters as a toy property?
MH: The demand – it's broken so many records. The song Golden has gained multiple awards, and the film is still constantly in the Top 10 on Netflix. There is still a huge demand for the property.
We’ll be releasing product across Dolls, Action Figures, Accessories, Collectibles, Play Sets, Vehicles and Games. What's coming is a very strong range and the reaction from retailers has been outstanding.
Teenage Mutant Ninja Turtles is a property that has incredible longevity across multiple generations. How are you keeping this property relevant in such a competitive landscape?
KP: Our range will be coming in 2027 and new TMNT movies from Paramount will be out in 2027 and 2028. Our global teams are working hand-in-hand with Paramount to really maximise the brand in a fresh, new way.
MH: We’ve received valuable feedback from retailers on just how big a property it really is. Our action figures have a high level of detail and a strong amount of articulation for the price points we're delivering. This not only attracts kids because of the price point and the playability of the articulation versus the competition, but the collectors are loving it. The child might not necessarily understand that the play value on offer is so great because of the articulation, but the collectors certainly do.
With the upcoming Matchbox movie, how do you see it influencing the brand's positioning at retail?
KP: We’re bringing the Matchbox movie to life in the back end of the year. Matchbox is a beloved brand here in the UK, and our Vehicles portfolio is going from strength to strength. We see this as our jumping off point for future acceleration and expansion. From what we've all seen of the movie, it looks great and action packed. I think it will bring the brand to life for anyone that's been a Matchbox collector but also propel it forward for a new generation as well.
With an impressive content slate in 2026, how are you ensuring that you’re also catering to the ever-growing Kidult fanbase?
MH: An area of growth for the industry and a very big area for us is the adult fans and collectors. Within each of our relevant brands, particularly Mattel Brick Shop, Hot Wheels, Uno, Monster High and Barbie, there is a massive adult fan base. We’re making sure we have the right product offering there and also ensuring there is the right demand creation for the adult fans. We’re continuously investing hard to make sure that we unlock the full potential of that new audience.
Feature Pre-school
Top of the blocks
From brands and licences that parents know and trust to toys that support developmental milestones, the Pre-School Toys aisle is never dull. Toy World’s Caroline Tonks speaks with a number of leading suppliers within the category to get their thoughts on what’s capturing the attention of parents and young children and looks at what’s trending within the space.
TThe Pre-school Toys category remains a cornerstone of the toy industry, full of innovation and imagination while offering strong opportunities and demand for retailers year-round. For many suppliers, the category is faring well, characterised by a strong demand for fun and educational toys that foster both learning and play. As parents increasingly recognise the importance of early childhood development, the focus has shifted toward toys that promote cognitive, social and emotional skills.
“The Pre-school category continues to show encouraging growth and resilience, underpinned by the continuous importance of early years play in children’s development, making it consistently relevant and important for both parents and gift buyers,” comments Gary Hughes, Head of UK Sales for Rainbow Designs. “However, it is a challenging and competitive retail environment, one where much of the available shelf space is still dedicated to the same established licences we’ve seen for the past few years. Retail space appears to be shrinking year-on-year, making it increasingly difficult for suppliers to gain space. While there are proven formats that continue to perform reliably, there is also clear demand from consumers for something new and a genuine reason to buy.”
Christian Petersen, Director of International Markets at Magna-Tiles, mirrors these thoughts, stating: “The Pre-school category faces unique pressures in 2026. One driver is the fact that pre-school is inherently complex, as children reach developmental milestones at different stages. Products with narrow age ranges can often struggle. Magna-Tiles has been successful in this respect, because our system meets children at their developmental level. That inherent adaptability, layered
with meaningful innovation, has helped drive both category relevance and brand growth despite broader pre-school softness.”
Despite these pressures, the Pre-school category demonstrates resilience. Early years play is rooted in comfort, bonding and development, and as a result, it remains a priority for both parents and gift buyers. In 2026, however, many suppliers are seeing more considered purchasing behaviour. Consumers are increasingly looking for products that feel meaningful, safe and long-lasting. There is a continued shift towards trusted characters and high-quality products that become part of a child’s everyday life.
Pre-school TV and movie properties remain highly influential, often driving significant sales. Iconic characters and narratives from children's media continue to shape purchasing decisions, with parents gravitating toward toys that tie into popular shows and films.
“Pre-school TV is a major driver of awareness and demand,” says Gary. “Strong broadcast presence creates instant familiarity with young audiences, and we see first-hand how that translates into retail performance. When children engage with characters daily on screen, that connection quickly extends into play. What we are seeing is that emotional warmth and positive values are just as important as screen time. Parents want characters that feel kind, comforting and appropriate for early years development. The strongest pre-school brands combine visibility with timeless storytelling, creating both shortterm engagement and long-term loyalty.”
James Shepherd, CEO of Commotion, adds: “Pre-school TV and movie properties remain highly influential, often driving significant sales. Iconic characters and narratives
from children's media continue to shape purchasing decisions, with parents gravitating toward toys that tie into popular shows and films.”
Fans of Talking Tom & Friends and Peppa Pig will see a plethora of new product from Character Options’ latest pre-school offering. From the new Talking Tom Heroes: Suddenly Super series that recently launched on CBeebies, there will be Talking Tom Talk Back Plush Toys, as well as action figures and vehicles. Following the recent Peppa Pig announcement about George’s hearing, Character has launched a new feature plush toy, Peppa Pig Talking George, which presents George with his new hearing aid and even captures George’s first words.
Also in the realm of Peppa Pig, Hasbro is set to release the Peppa Pig Ready, Pedal, Go Peppa playset. Kids can help Peppa learn to ride her bike by putting on her helmet and attaching the push stick to guide her along. Alongside this is the Peppa Pig Joke & Sing George figure, which is also inspired by George’s recent storyline reveal, featuring over 50 phrases, songs and sound effects.
Bladez Toyz’s first-to-market toy range for the hit pre-school animation, Mojo Swoptops, is now rolling into stores with a range of vehicles and arts & crafts. Fans of Mojo and Bo will enjoy the Swop System Puzzle Track Playset, as well as a number of vehicles seen in the first season, including Fire Top, Jet Top and Dumper Top.
While popular pre-school TV and movie IP appeals to children, it is the leading educational benefits that capture the attention of the adults in their lives. Magna-Tiles believes that the foundation for success of pre-schoolers’ development is rooted in hands-on, play-based learning, especially for children aged 3–6. As a result, the company continues to expand imaginative play with innovative,
Feature Pre-School
frustration-free building experiences children love. To support this, there are a number of new lines launching in 2026, including the Magna-Tiles MicroMags Treehouse 24-Piece Travel Set and the Magna-Tiles MicroMags Learn Numbers 56-Piece Magnetic Construction Set.
“A universal desire of parents, regardless of geography, is to provide their children with the best opportunity possible to have a happy and healthy childhood,” comments Christian. “Investment in playroom staples like Magna-Tiles sets provide a wealth of long-term developmental benefits and lasting meaningful play opportunities, which parents are gravitating toward now more than ever.”
Tickit, which is owned and distributed in the UK by Commotion, has revealed its new educational wooden layer puzzles. The Safari Animal Layer Puzzle has become a firm favourite, revealing the skeleton layer of familiar animals to encourage discussion about habitats, biology and the natural world. Its educational depth makes it particularly appealing to parents seeking STEM-aligned play experiences. Launching this spring, the new Ocean Animal Layer Puzzle also builds on this success, offering retailers a fresh talking point and seasonal newness. Both puzzles combine curriculum relevance with strong shelf appeal.
“There is strong and sustained demand for toys that genuinely support early childhood development, particularly in key milestone areas such as language, fine and gross motor skills, problem solving and creativity,” states Andrea Storer, Head of Product Development & Research at Commotion. “Parents and educators are increasingly prioritising products that deliver meaningful developmental value alongside engaging play experiences. We are seeing this reflected clearly in our own performance. Products that actively support
these areas are experiencing significant sales growth and growing popularity with our customers. Their openended nature, tactile engagement and versatility in play make them highly desirable.”
The Small Foot range, distributed by Different Toys in the UK and ROI, is full of unique, environmentally sustainable, wooden toys. A fresh introduction for 2026 is the Montessori collection, which includes a selection of softly coloured learning toys to help toddlers develop their fine motor skills and hand-eye coordination, as well as their colour and shape matching ability. Different Toys is also holding stock of the Montessori Balancing Game with sixteen coloured wooden blocks, and the Sorting Game with three drawers in different colours and six matching insertable elements for shape fitting practice.
Many parents are looking at non-plastic alternatives for their young children, seeking sustainable materials like FSC-certified wood and bamboo. In turn, many pre-school toy suppliers are meeting this demand with creative ranges. Inside Out Toys is expanding its design-led pre-school offering for 2026 with a wave of new launches across its trusted Jumini and emerging Jumini Junior ranges. The new introductions build on the company’s reputation for sustainable materials. Leading the 2026 launches is an expansion of the Jumini farm world, with the introduction of a Wooden Horse Stable Set. Designed to complement best-selling farm vehicles and playsets, the stable encourages extended smallworld storytelling and animal care role play, crafted from FSC-certified wood and finished in Jumini’s signature contemporary farm palette.
From Learning Resources, Boxineers is the brandnew cardboard construction and craft range launching in spring/summer 2026. The kits provide children with everything they need to turn everyday cardboard boxes into pretend play creations. The Boxineers kits are available in both Animals and Vehicles-themed sets which allow children to build anything. Boxineers not only encourages creativity, but the kits showcase an intersection of STEAM, combining engineering and critical thinking with imagination.
A staple in any pre-school offering is the age old favourite – plush. These soft and comforting products
bring a sense of calm to many young children and can often be found inside the toy box since birth. Rainbow Designs’ reimagined Bing collection continues to delight pre-schoolers with a thoughtfully developed range of plush toys created especially for early years play. New additions to the range this spring include the Bing Learn to Dress Soft Toy, encouraging independence through play, with buttons, zips, laces and Velcro fastenings designed to help little ones practise real-life dressing skills while strengthening fine motor development.
“Within the Pre-School category, innovation is as much about emotional connection as it is about functionality,” explains Gary. “Soft toys and comfort-led products are evolving to support daily routines, from daytime imaginative play through to bedtime reassurance. There is strong demand for feature plush lines as well as sensory textures, super-soft fabrics and baby-safe features, alongside products that feel timeless rather than trendled. Above all, products that encourage storytelling and nurturing play continue to drive growth.”
ToyTopic is set to extend its pre-school plush offering in 2026, including key new licences with Paw Patrol and Dora the Explorer. The company is working with Spin Master on a Paw Patrol plush range across Europe, having developed an extensive promotional and value solution for retailers. These brands add to ToyTopic’s already existing pre-school portfolio, including Sesame Street and Peanuts, as well as several new ones to be announced shortly.
The PowerPuff Girls is one of Posh Paws newest licences for 2026 and this popular franchise continues to lead the way with its fashion-led creativity and nostalgic appeal. The new plush range launching from May will feature Blossom, Bubbles and Buttercup in 10-inch kawaiiinspired designs and pastel colours, bringing something new to market for the brand. There’s also a brand-new collection of Minions ahead of the release of Minions & Monsters in theatres in July. This new 10-inch plush assortment will feature new movie characters in soft kawaii designs.
Over the coming pages, Toy World showcases the upcoming products and ranges within Pre-School Toys that will be hitting shelves across the rest of 2026.
Rainbow Designs
Magna-Tiles
Pre-school
Learning Resources
01553 762 276 | www.learningresources.co.uk
Boxineers is a brand-new cardboard construction and craft range launching in spring/summer 2026. The kits provide children with everything they need to turn everyday cardboard boxes into pretend play creations. The Boxineers kits are available in both Animals and Vehicles-themed sets which allow children to build anything from cars and spaceships to unicorns and sharks. Each compact box comes with a kid-friendly screwdriver and a kid-safe hole punch designed for little hands to get to grips with, along with 30 chunky bolts and six brackets for added movement. There’s also 47 reusable accessories and six sticker sheets to decorate each creation. The sturdy tools and accessories have all been designed to be used repeatedly so children can take apart and build new things using different boxes and brackets, allowing them to attach multiple boxes together. Boxineers not only encourages creativity, but the kits are a true intersection of STEAM, combining engineering and critical thinking with imagination.
The capybara trend shows no signs of slowing and the new fast-paced Snack and Splash balancing game features a capybara that will appeal to young players. The aim of the game is to collect one of each fruit stack without capsizing Cora the Capybara. Pre-schoolers will spin, then remove the matching fruit tower from underneath Cora’s platform, but they have to be careful she doesn’t fall. The game encourages fine motor skills as well matching, balance and strategical thinking. Snack and Splash is suitable for 2-4 players.
University Games
0207 254 0100 | www.university-games.co.uk
University Games continues to strengthen its award-winning Learning Journey ranges that offer a comprehensive selection of games, puzzles, electronic and sensory toys tailored to early years development. This year, The Learning Journey range is further enhanced by licensed partnerships, including Peppa Pig and That’s Not My… that will sit alongside University Games’ catalogue of evergreen storybook character ranges that include The Very Hungry Caterpillar, The Tiger Who Came to Tea and The World of Dinosaur Roar. Arriving this summer, the new Peppa Pig educational range combines instantly recognisable characters with The Learning Journey’s proven educational play formats. The range includes My First Match It! tins, a Magnetic Sort and Learn Colours game featuring Peppa’s Party Bus and a Lift and Learn Puzzle showcasing favourite vehicles from the TV series, offering playful learning with strong shelf appeal and developmental value.
The Learning Journey expands further in 2025 with a new partnership inspired by the best-selling sensory board books That's Not My.... Designed for children aged 18 months+, the range features bold illustrations and tactile elements including textured patches and fuzzy finishes. Lines include Floor Puzzles, 4-in-1 Puzzle Sets and My First Match It! games centred on Animals, Vehicles and Favourite Things. Each product supports colour and object recognition, sensory exploration and fine motor development, presented in vibrant packaging with rope handles and a textured sample piece to create standout on-shelf impact.
The best-selling Match It! range continues to perform strongly, spanning ages 2-6. From My First Match It! Counting Cupcakes through to 3 Letter Words, Spelling and Mathematics, these self-correcting puzzles build confidence while developing early literacy and numeracy skills. The popular Lift and Learn Puzzles, covering themes such as Space, the Arctic, the Farm, Letters and Inside Me, encourage hands-on discovery, while the innovative Sort and Learn Magnetic Tray Puzzles support a growing play pattern where children use a magnetic pen to guide pieces along tracks to their correct position. The Learning Journey pre-school range is completed with engaging electronic and sensory toys, including Crawl About Bee, Learn and Count Cookie Jar and Telly the Teaching Clock. In addition, University Games’ extensive licensed pre-school range includes 24-piece Floor Puzzles, 4-in1 Puzzle Sets, Card Games and double-sided board games, featuring children’s storybook characters such as The Very Hungry Caterpillar, Dinosaur Roar, Mog and The Tiger Who Came to Tea.
Pre-school
The Lego Group
01753 495 000 | www.lego.com
Designed for builders aged 18 months+, the latest additions to the Lego Duplo range combine creative construction with storytelling play to support early learning and development. Built around familiar everyday experiences, animals and vehicle adventures, the new sets encourage fine motor skill development, creativity and imaginative play through hands-on building. With easy-to-handle Duplo bricks and accessible building experiences, the range is designed to build confidence while supporting shared play between toddlers and older builders.
The Lego Duplo Family House offers a colourful home setting designed to inspire everyday role play. Featuring recognisable rooms and accessories from Peppa Pig, the set encourages toddlers to explore daily routines through storytelling while building confidence. Friendly character figures and familiar household details provide multiple opportunities for imaginative play, while the modular design allows the house to be rebuilt in different ways. This flexibility supports creativity and spatial awareness while enabling shared play and storytelling.
Vehicles continue to be a key theme within the pre-school category, reflected in Lego Duplo 3-in-1 Creative Ramps with Vehicles. The set allows young builders to create and reconfigure ramps for Duplo vehicles, encouraging experimentation and cause-and-effect learning as vehicles travel down different track layouts. Multiple build options support repeat play and creative problem solving allowing for hours of fun car play, while the sturdy construction is designed to withstand play sessions. Packed with learning moments, the open-ended format makes the set suitable for both guided and independent play.
Animal play is explored in Lego Duplo 3-in-1 Creative Cute Pets, which offers multiple build possibilities centred around friendly animal characters including a toy cat, dog, rabbit, mouse, birds and fish. Designed for toddlers, the set encourages creative rebuilding and nurturing role play, allowing children to create different pets and invent their own play scenarios. The simple builds are designed to be achievable for younger children, while the variety of building options helps maintain engagement across repeated play sessions and supports imaginative exploration.
Completing the line-up is Lego Duplo Fire Truck with Hose and Firefighter, which introduces toddlers to rescue-themed storytelling through accessible vehicle play. Featuring a bright fire engine with interactive elements and a firefighter figure, the set encourages imaginative scenarios centred around helping others and solving problems, all whilst developing fine motor skills. Easy-to-handle pieces and straightforward building steps ensure an accessible introduction to construction play for younger builders.
Together, these new Lego Duplo product launches highlight the strength of creative construction within the Pre-school category. Combining familiar themes with open-ended play, the sets are designed to grow with young builders and deliver lasting play value. Trends UK
Trends UK’s new Bath Pop collection is ideal for families looking for bathtime entertainment. With Wind-Up Sprinkly Croc, young children can dip Sprinkly’s base into the bath and twist the handle to draw up water, before spraying it from his mouth, enjoying various water effects. There is also Funny Octopus, which can be wound up, then pushed or pulled to make his long tentacles wiggle. He can scuttle through water or zoom across the floor.
Water play continues with the Sea Life Spin and Sprinkle. This colourful set sticks to the bath or tiles and features friendly sea-life characters to spark imagination. Children will scoop and pour bath water with the baby seal and whale, then watch as it trickles through the wavy funnels, making the crab and octopus sprinkle and spin their googly eyes. With the toddler-friendly Magnetic Catch-A-Fishy, little ones can wind the reel, listening to its realistic clicks, then catch three fish using the rod’s magnetic float. The Colouring Book & Bath Sticks will also provide a creative distraction. It comes with five chunky Bath Paint Sticks to bring the pages to life. Children can even create temporary masterpieces on the bath side or ceramic tiles.
Trends UK is also home to a host of licensed toys that support fun learning. The Learn with Peppa range is a favourite among families, bringing the power of Peppa to early years development, with award-winning toys that lead with learning first. All-new Peppa’s Laugh & Learn Laptop comes with four playful modes to enjoy – Touch & Tell, Discover, Quiz and Music. Engaging interactive learning adventures are guaranteed as children learn letters, numbers, colours, shapes, sounds and vocabulary. With light-up guidance and Peppa’s voice, it makes learning exciting and encouraging.
Also coming this spring, Peppa’s Sing & Learn Microphone invites fans to sing along with Peppa Pig in two play modes. In Quiz Time mode, Peppa tests observation and listening skills. In Sing-Along Mode, kids can choose to perform seven songs alongside Peppa. These additions join existing favourites, including Peppa’s Laugh & Learn Alphaphonics, Count with Peppa, Peppa’s Phonic Alphabet, Peppa’s Flip & Learn Phone, Peppa’s Flip-Up Learning Pad and Peppa’s Smart Tablet.
to
Pre-school MGA Entertainment
07488 335 251 | www.mgae.com
Little Tikes has been a parent-trusted brand from MGA Entertainment for over 55 years, delivering quality and iconic pre-school products made to nurture curiosity, encourage movement and support growing minds.
The Little Tikes Lil' Ocean Explorers Catch Me Crabbie is an interactive toy that will get children aged 3 months and over moving. Babies will have lots of fun chasing after the Little Tikes Lil' Ocean Explorers Catch Me Crabbie. There is a motion sensor inside so, when a baby approaches, Crabbie moves side to side clapping his claws and playing music and SFX.
The Lil' Ocean Explorers Stand n Dance Starfish tower encourages little ones aged 9 months and over to create music and dance along. The light-up keyboard can be played by little hands when sitting or by little feet when standing and dancing. Children can use the curvy tower to pull up to standing position, then make the balls spiral out of control down the ball drop to chase.
The Fantastic Firsts series of toys is designed to use light to inspire babies to get moving. Movin' Lights Monkey provides children aged 9 months and over with two ways to move and groove. In chase mode, babies get inspired to crawl and chase the coloured lights projected from Monkey's lantern as he moves and twists. In dance mode, 50 sounds, songs and silly phrases get little ones moving to the Jungle Boogie.
Children aged 12 months and over can triple the play with the Little Tikes 3-in-1 Sports Zone Dunk; simply kick and score with three favourite sport modes: basketball, football and bowling. Basketball features an adjustable height hoop to grow alongside children. The backboard lights up and features over 75 rewarding sounds and phrases that activate when shots are made. Plus, it folds up compactly for easy storage.
The Little Tikes Story Dream Machine brings story time to life with easy-to-use features that let children watch, listen and read along to over 30 of their favourite stories, either independently or with family members. The toy helps develop reading skills and word recognition, with colourful lights and sound effects that make each story come to life. Families can build their collection from the Fairy Tale Collection to the World of Eric Carle (including an iconic Hungry Caterpillar character) to a Sesame Street Elmo & Friends Story Collection, The Berenstain Bears Adventure Collection and a sea world extravaganza with Big Shark, Little Shark. Suitable for children ages 3 years and over.
PMI
www.pmitoys.com | sales@pmitoys.com
PMI is active in the Pre-school segment with a portfolio that blends leading entertainment licences, evergreen brands and original IP designed to inspire imagination, collectability and screen-free play. With eye catching packaging formats, flexible SKU configurations and coordinated marketing support, PMI’s pre-school range offers a well-balanced mix of proven properties and fresh innovation for 2026.
Leading the lineup is The Creature Cases, the official toy line of the hit pre-school Netflix show. Designed to bring the action and problem-solving adventures of the series into children’s hands, the range offers multiple play patterns across figures, vehicles, playsets and plush. At the core are the 7.5cm Action Agents, available in single, two and four pack window boxes, with four characters to collect. For bigger missions, Clade Agents stand 11.5cm tall and include a special gadget and retractable wing suit feature, with two designs to collect.
The vehicle assortment expands the storytelling universe with Clade Cycle multi-terrain motorcycles in Land, Swamp and Snow versions, each packed with an action figure and helmet. Larger scale items include the Mice Squad Van with two exclusive action figures and accessories, and the R.O.N. Jet playset featuring two exclusive figures and detachable gliders. Mini Agents in 5cm scale offer strong collectability with 10 designs to collect, available in research, investigation and big mission multi packs. The plush range spans from 13cm clip-ons to 40cm feature plush, including interactive elements such as Sam Snow’s hand projector and Kit Casey’s musical belly feature. The Creature Cases range is rolling out from spring/summer 2026, supported by the ongoing strength of the Netflix series, and coordinated digital and in-store activation.
PMI’s own IP, Booksy, continues to grow as a unique collectible concept that combines character appeal with literacy. Each Booksy includes a tiny, illustrated book inside, encouraging children to move from screens to reading. The line has expanded into major licensed editions including Teenage Mutant Ninja Turtles, Paw Patrol and Disney favourites such as Stitch from Lilo and Stitch, Moana, Simba from The Lion King and Elsa from Frozen, with new characters including Buzz Lightyear and Woody from Toy Story launching in upcoming waves. Compact, giftable and CDU friendly, Booksy offers strong impulse potential and repeat purchase appeal.
The evergreen Care Bears brand remains a key part of PMI’s pre-school portfolio, appealing to both young children and nostalgic parents. The assortment spans blind capsules, articulated figures, mini collectibles, plush, squishies and figural keychains. Highlights include 5cm mini figures with 26 styles to collect across multiple pack formats, 10cm articulated figures in blind and window boxes, and Rainbow Capsules featuring magic rainbow base pieces. Clip-on plush, squishies in 10cm and 15cm sizes and collectible keychains add further depth to the range.
Across The Creature Cases, Booksy and Care Bears, PMI offers a focused and engaging pre-school selection with clear USPs, scalable price architecture and strong marketing support at retail.
Bladez Toyz’s first to market toy range for the hit pre-school animation, Mojo Swoptops, is now rolling into stores. With the show already airing across the UK, Australia, Canada, Belgium, France and the Nordics – and consistently ranking in the Top 5 with broadcasters – excitement behind Mojo Swoptops continues to grow.
Bladez Toyz is bringing the CBeebies series to life for pre-schoolers with a fun-filled range of vehicles and arts & crafts. Leading the offering is an assortment of pocket money vehicles made from wheat straw plastic, providing an eco-friendly alternative for parents. The range features vehicles seen in the first season, including Fire Top, Jet Top and Dumper Top, allowing children to recreate their favourite moments from the show.
Fans of Mojo and his trusty sidekick Bo will also enjoy the Swop System Puzzle Track Playset. Complete with 12 puzzle tiles, a motorised Mojo and three interchangeable tops, the set encourages problem solving while developing dexterity and hand-eye coordination. Pre-schoolers can create dozens of track combinations before sending Mojo off on his adventures.
Complimenting the vehicles range is an extensive selection of arts & crafts lines including the best-selling Bumper Activity Set, Sticker Activity Sets and Colouring Roll. The Bumper Activity Set is packed with stampers, colouring sheets, stickers, washi tape and more, all housed in novelty Mojo-shaped packaging that doubles as a storage case.
Arriving this summer, Bladez Toyz will introduce Mojo-shaped character plush and handset plush, bringing two of the show’s most iconic elements to life for children to cuddle and cherish at home.
Bladez Toyz is also excited to launch a bumper arts & crafts collection for the beloved Blocks Universe brands. Following the full reveal at London Toy Fair, fan-favourites from Numberblocks, Alphablocks, Wonderblocks and Colourblocks will come to life through a vibrant, fun and educational range of creative products. The lineup includes best-selling Sticker Activity Sets and Bumper Activity Sets in playful designs alongside new additions such as Mega Marker Sets and Colouring Tables. There is also the Ultimate Bumper Activity Set which comes with over 200+ pieces to colour, stick and make. Broadcast in over 100 countries and supported by strong online content, the Blocks Universe brands are trusted by teachers and parents alike and with Bladez Toyz’s new range, children can continue their learning journey through a powerful combination of creativity and play. Posh Paws
The PowerPuff Girls is one of Posh Paws newest licences for 2026 and this popular franchise continues to lead the way with its fashion-led creativity and nostalgic appeal to consumers of all ages. The new plush range launching from May will feature Blossom, Bubbles and Buttercup in 10-inch kawaii-inspired designs and pastel colours, bringing something new to market for the brand, and an assortment of 4-inch bag clip charms that will stand out on backpacks and clothes.
The Minions return to cinemas on 1st July in their seventh feature-length franchise movie with Minions & Monsters, and Posh Paws will be releasing a brand-new collection of plush toys and collectibles ahead of its release. The new 10-inch plush assortment will feature new movie characters in soft kawaii designs and collectible surprise blind box plush bag clip charms that include a special limited-edition chaser piece. The new plushies will be available on-shelf from 26th April, but they can be pre-ordered now to meet the demand for product.
Gabby’s Dollhouse remains one of Netflix’s most-watched pre-school shows and now in its 13th season, demand for new product has been met by Posh Paws with its brand-new Fairylandia themed 10inch Rainbow Fairy Kitty, Pandy Paws and Hamster Kitty. These new plush toys complement the existing range of 10-inch and 7-inch plush characters and offer a variety of choice for retailers to stock up on all the characters from the show, covering multiple price-points.
New in the Posh Paws How to Train Your Dragon range is a 14-inch Sitting Toothless Expression plushie that is a larger version of the top-selling Toothless Expressions collectible plushies. Posh Paws’ How to Train Your Dragon range also includes an extra-large lying and sitting Toothless, 10-inch movie Toothless and Gronkle plushies.
Dinosaurs are an evergreen theme for little ones and Posh Paws’ Jurassic World collection remains a popular choice for retailers, with the success of the blockbusters movies and hit Netflix animated series. The range includes 10-inch Dolores the Aquilops, a Mosasaurus, a Raptor, Brachiosaurus and Bumpy the Ankylosaurus; collectible 7-inch Plush Dino Eggs and 7-inch Raptor & T-Rex plushies at pocket money price-points; and extra-large 14-inch Aquilops and 18-inch T-Rex and Raptor plushies.
For the young Harry Potter fans, new for summer, Posh Paws will be releasing an assortment of collectible surprise blind box plush bag clip charms. This newness will add to the existing 10-inch plushies that feature Harry, Ron and Hermione, as well as Hedwig the Owl and Dobby.
Tilt ‘n’ Glo Scooter
Pre-school
among pre-schoolers. A new addition to the range is the Paddington Soft Toy with Interactive Marmalade Sandwich that is ideal for encouraging imaginative role play. Children can simply hold the sandwich to his mouth to hear munching sounds and Paddington’s endearing phrases. Also joining the range are plush versions of Paddington’s friends, Lucky and Pidgeonton, available in a CDU, that make collectible companions. The latest additions join popular lines that include the award-winning Paddington Tea Set and the Talking Paddington Soft Toy, which contains everything needed for a tea party and is presented in Paddington’s iconic suitcase ready to personalise with stickers. Bessie the Campervan and Paddington’s Letters to Aunt Lucy Play Sets also offer little ones hours of entertainment and imaginative play.
The Happy Yappers Slap Bracelets bring colour, sound and interaction to Rainbow’s pre-school offering. This range of six vibrant birds, including a Toucan, Flamingo, Parrot, Cockatoo and Oriole, easily snap onto little wrists, chirp with vibration and sing with a tap. Presented in eye-catching bird cage style packaging, this Happy Yappers series makes an engaging addition to any pre-school range.
Rainbow’s timeless storybook and character-led ranges, which include The Adventures of Paddington, Bing, Peter Rabbit, Disney Winnie the Pooh, The Very Hungry Caterpillar and Elmer, continue to bring trusted, character-led play to pre-school shelves, delighting little ones and inspiring curiosity, imagination and joyful learning in new generations.
ToyTopic
sales@toytopicgroup.com
ToyTopic is set to extend its pre-school plush offering, including the key new licences of Paw Patrol and Dora The Explorer.
The company is working with leading global children’s entertainment company Spin Master for Paw Patrol plush range across Europe, having developed an extensive promotional and value solution for retailers. These brands add to the already existing pre-school portfolio including Sesame Street and Peanuts, as well as several new ones to be announced shortly. These compliment the other brands in the line-up including Sonic the Hedgehog, SpongeBob SquarePants, Transformers, Furby and Swizzles.
From 2.5cm collectible Mini Palzzz plush, up to 100cm soft plush and everything in between, ToyTopic has product that caters to all demographics. The company also offers strong value to customers and consumers alike, whilst keeping the highest of product standards.
In addition to core and seasonal plush, its ranges now include mini collectible plush, snap bracelets, backpacks, 2D cushions and pillow and blanket sets, as well as the introduction of its first arts & crafts ranges. Get in contact via the details above to hear more.
Pre-school
Magna-Tiles
www.magnatiles.com
international@magnatiles.com
Magna-Tiles believes that the foundation for success of pre-schoolers’ development is rooted in hands-on, play-based learning, especially for children aged 3-6. Nearly 30 years ago, Magna-Tiles was started with one main purpose: Promoting Meaningful Play. For nearly three decades, families and educators have turned to the Magna-Tiles brand as an essential building block in pre-school growth and development.
Magna-Tiles continues to expand imaginative play with innovative, frustration-free building experiences children love. All Magna-Tiles sets are designed to be backwards and forwards compatible, while sparking creativity and learning through play, without instructions or the assistance of a grown-up. There are a number of new lines launching in 2026, including the Magna-Tiles MicroMags Treehouse 24-Piece Travel Set and the Magna-Tiles MicroMags Learn Numbers 56-Piece Magnetic Construction Set.
Launching in April 2026, this newest addition to the best-selling Travel Set line, the Magna-Tiles MicroMags Treehouse 24-Piece Travel Set, invites children to create woodland escapes and outdoor adventures, complete with fence pieces and arch windows that bring builds to life. Packed in a convenient tin for easy, on-the-go fun, this nature-inspired set features decorated tiles, including a curious squirrel and playful bug. Earthy greens and browns mixed with bright pops of colour inspire children to design treehouses, forest trails and cosy hideaways.
Having launched in February 2026, the latest Learn Numbers set brings early math concepts to life by combining hands-on construction play with numbers and essential mathematical symbols. With the Magna-Tiles MicroMags Learn Numbers 56-Piece Magnetic Construction Set, kids will explore counting, number recognition and simple equations while strengthening fine motor skills and hand-eye coordination. These colourful tiles make hands-on learning engaging and fun. Like all Magna-Tiles sets, Learn Numbers is built to withstand countless hours of play and help children develop critical 21st-century skills like creativity, critical thinking, collaboration and communication.
Just Play UK’s pre-school portfolio is packed with toys that bring little ones’ favourite characters and shows to life, with Disney Junior’s Mickey Mouse and Minnie Mouse, Sesame Street and Danny Go! all in the mix.
Disney Jr. Mickey Mouse Clubhouse+ has relaunched as the top Mickey Mouse series of all time, and fans can bring the onscreen fun into the playroom with the Mickey Mouse Clubhouse Deluxe Playset. This 18-piece set comes with five articulated figures and other accessories for Clubhouse adventures. Mickey can go down the slide, go for a cruise in his car, grill hotdogs and more. It’s packed with show-toshelf entertainment and light and sound effects. Another line is the Mickey Mouse Oh Toodles Plushie, which holds a bright Toodles computer and offers children three interactive play modes to enjoy. Little fans can solve problems using Mouseketools, they can listen to lively tunes in Music mode and they can hear Mickey Mouse call his best friends.
There are additions to the Disney Jr. Minnie Mouse range as well this autumn/winter. The new Groom & Go Salon is a wheeled, pull-along carrier that opens to reveal a pet grooming space. It comes with an articulated pet figure and has cool features like the light-up bubble bath with mist. There’s also the Pampered Paws Pet Carrier and the double-sided Mini Mansion Playset. For generations, Sesame Street has brought learning, laughter and life lessons to children worldwide. As Just Play’s beloved Tickle Me Elmo marks its 30th birthday, the company is also celebrating with its biggest Elmo yet launching this summer. Little fans will delight in seeing Elmo move his mouth and shake with enthusiastic giggles. The more he’s tickled, the more animated he becomes, until he throws his arms up with delight.
YouTube sensation Danny Go! is the live-action show with 2.7m subscribers that shares catchy tunes and silly antics that encourage young children to move. Just Play’s creative toy lines will motivate kids to be active off-screen too. With the Colour Beat Drumsticks, pre-schoolers can drum to the beat. There’s plenty of fun to be had changing the colour, music and sound effects on this set of two light-up sticks. Another line that’s ideal for little fans is the Music Mix-Up Boombox. It comes with five figures to place atop the boombox; each figure adds a new instrumental layer to the song. Children will pick from three modes of play: Music, Game and Bedtime Mode.
Inside Out Toys is expanding its design-led pre-school offering for 2026 with a wave of new launches across its trusted Jumini and emerging Jumini Junior ranges. Created to support imaginative play, early independence and outdoor exploration, the new introductions build on the company’s reputation for sustainable materials, cohesive styling and gift-ready presentation for independent retailers.
Leading the 2026 launches is an expansion of the Jumini farm world, with the introduction of a Wooden Horse Stable Set. Designed to complement best-selling farm vehicles and playsets, the stable encourages extended small-world storytelling and animal care role play for pre-schoolers. Crafted from FSC-certified wood and finished in Jumini’s signature contemporary farm palette, the set is expected to drive repeat sales among existing Jumini collectors.
Role play dress-up also grows with two new pre-school accessories: a Tool Belt and Hairdresser Belt. These fabric belts with wooden accessories allow children to step into real-world roles, supporting confidence and imaginative play from age 3+. They offer an accessible entry point into role play and strong add-on potential alongside tool boxes and tea sets.
Younger pre-schoolers are catered for with new Wooden Food Crates, sized for little hands and designed for pretend shopping and kitchen play. Each crate contains solid wooden food pieces in cohesive colourways, encouraging sorting, language development and social play. They provide compact, giftable SKUs suited to farm shops, garden centres and visitor attractions.
Beyond toys, 2026 sees Inside Out Toys extend its pre-school lifestyle category with the launch of Jumini Junior, a coordinated collection of everyday children’s accessories. Debuting for spring are Junior Umbrellas and Children’s Water Bottles, both featuring new woodland animal character artwork aligned with the Jumini Baby palette. Designed to support independence on the go, these practical items allow retailers to build lifestyle gifting displays that complement toy ranges.
Outdoor creative play is supported by new Jumbo Pavement Chalks, developed for pre-school grip and durability. Presented in coordinating, gift-ready packs, the chalks encourage markmaking, coordination and active outdoor fun – a natural add-on for garden centre and seasonal displays.
Across all launches, Inside Out Toys maintains its core USPs: sustainably sourced wood and child-safe finishes, cohesive colour stories and packaging designed for gifting and shelf impact. Retailers benefit from low minimum orders, mixed outers for easy range building and dependable UK stock availability.
With 2026 bringing both expanded wooden role play and coordinated pre-school lifestyle accessories, Inside Out Toys offers independent retailers fresh opportunities to grow early years sales with distinctive, design-led products that children and parents love.
0161 633 9800 | sales@charactergroup.plc.uk
Character Options’ pre-school offering is going from strength to strength, with a plethora of new toys including ranges inspired by Peppa Pig and Talking Tom & Friends.
Following the recent Peppa Pig announcement about George’s hearing, Character has launched a new feature plush toy: Peppa Pig Talking George. This super-soft toy presents George with his new hearing aid and even captures George’s first words. Children can press George’s tummy and hear him say one of seven phrases from the show. The open box, try-me packaging invites little fans to test him out on the shelf, bringing the on-screen stories to life.
Character will bring more Peppa Pig product to the pre-school aisle, with its extended Peppa Pig Whizz-Around collection. This colourful range of track and vehicle-based toys allows little ones to experience the world of Peppa Pig in a new way. Families can build their own Peppa Pig WhizzAround world – there are so many vehicles and track sets to collect, including one brand-new vehicle and two new playsets for 2026. The Pedal Along Peppa starter set features Peppa on her little tricycle. Peppa’s motorised tricycle lets her ride around her autumnal-themed trackway with a special track and a loop at each end. It comes with a tree and pillar box accessory. Peppa and George’s younger sister Evie is included in the range as well, with the Peppa & Evie Fun in the Park Set. Peppa will zoom along on her tricycle, passing around the circular trackway. She will go straight by her new baby sister Evie who is sitting on a swing that can be activated by pushing it. Also included are an apple tree, pillar box and white fence accessories.
The well-established Talking Tom brand is set to join the Character portfolio this summer. The preschool property has a large UK fanbase, with more than 250m mobile game downloads in the UK, and the new show Talking Tom Heroes: Suddenly Super recently launched on CBeebies. The collection will draw on everything that families love most about the content, with toys that deliver show-toshelf appeal. There will be Talking Tom Talk Back Plush Toys, as well as classic 8-inch Plush Toys, featuring Talking Tom and his friends. In addition, there are action figures and vehicle sets. The 7-inch Feature Action Figure Talking Tom comes with a flying fist bump mechanical feature to represent his superpower in the show.
Character Options’ 2026 portfolio will be supported by substantial PR and marketing campaigns.
Pre-school
Hasbro
0208 569 1234 | www.hasbro.co.uk
Big milestones and imaginative play are at the heart of Hasbro’s pre-school lines this year. With the Peppa Pig family, now a family of five, the product line reflects real family first moments, and Play-Doh is building on the success of its kitchen creations segment. These latest launches celebrate storytelling, inclusivity and hands-on fun in exciting new ways.
Family firsts take centre stage with the Peppa Pig Ready, Pedal, Go Peppa playset, which captures the magic of learning something new. Kids can help Peppa learn to ride her bike by putting on her helmet and attaching the push stick to guide her along as she learns to ride. When she’s ready, kids will simply detach the stick, give her a push and watch her magically pedal all by herself. Peppa knows when she’s on the bike and when the push stick is attached or detached, reacting with more than 75 sounds and phrases. The playset also includes a sticker sheet so kids can decorate the bicycle and helmet, plus bandage stickers to help fix Peppa up after a spill. Designed for kids ages 3+, it’s a playful way to celebrate growing independence and bigger family moments.
Also new to the range is the Peppa Pig Joke & Sing George figure, inspired by the recent storyline revealing that George is moderately deaf. Featuring over 50 phrases, songs and sound effects, this cute George toy talks, tells jokes and sings four songs. Switching modes is simple: kids can move his microphone up or down to make his mouth move and hear him tell jokes or sing. George is even wearing his hearing aid, just like in the show. Kids can also pretend he’s jumping in muddy puddles to trigger splashing sound effects. This product is an interactive figure that brings humour, music and representation into pre-school play.
Building on the strong momentum of the Play-Doh kitchen creations segment, two inventive new playsets are serving up even more make-believe menu moments. The Play-Doh Super Sizzlin’ Kitchen Playset fires up imaginations with real cooking toy sounds activated by the interactive cookware and kids’ Play-Doh creations. Kids can fry a pretend burger on the skillet to hear sizzling sounds or toss make-believe pasta into the pot for bubbly boiling sounds. The removable deluxe pasta maker includes four attachments to create different varieties of pasta, and kids can squeeze a side of silly fries at the fryer. Tomato and cheese-shaped containers each include 2 ounces of Play-Doh compound and double as moulds for play and storage. With over 25 pretend foods to create and customise, future chefs have plenty of options for their make-believe menu.
For even sweeter creativity, the Play-Doh Donut Drop Shop Playset lets kids make three kinds of pretend donuts and more. Using the built-in mould, they can shape a fancy, filled or classic donut, add Play-Doh compound and crank the handle to drop the donuts onto the base. Decorations come to life with the icing machine, frosting stamper, pretend sprinkles and built-in moulds. Kids can also make crazy croissants or silly drinks to serve on the side, turning every play session into a colourful bakery adventure.
Together, these Peppa Pig and Play-Doh launches tap into meaningful storytelling and hands-on creativity, delivering playful ways for pre-schoolers to explore big milestones, shared experiences and imaginative kitchen fun.
Pre-school is a core part of the toy aisle, and HTI’s 2026 line-up focuses on giving retailers practical choices across trusted licences and familiar play patterns. Among the key launches for 2026 is the Hello Kitty First Learning range. Previewed at Nuremberg Spielwarenmesse, the collection received positive feedback for its soft styling, standout shelf presence and clear role play features. With full EMEA rights secured and shipping scheduled for Q4 2026, the range is well placed to drive repeat purchasing in early years play. Designed as a cohesive family of products, the Hello Kitty collection spans key first learning themes. The range includes an interactive afternoon tea set, a cash register with play money and card reader, a medical kit, stroller, portable kitchen and cosmetic case. This breadth ensures accessible price points and good range-building opportunities for both independent shops and larger volume retailers.
Beyond Hello Kitty, HTI is strengthening its wider pre-school portfolio with refreshed lines across Bluey, Gabby’s Dollhouse, Paw Patrol and Peppa Pig. These lines focus on themes children are currently drawn to, including music-themed play. New additions such as the Bluey DJ Deck and Musical Keytar add a creative dimension to the category and broaden the offer available to fans of the brand.
Role play remains a steady driver of sales in the pre-school sector, as families look for toys that emulate real world experiences. HTI’s classic role play sets and tech-inspired toys, including play phones and laptops, offer retailers solid choices built around much loved characters and functional play features. This approach aligns well with current shopper trends, particularly among parents and guardians seeking tech-inspired play that doesn’t involve real screen time and keeps the experience fully offline.
To support these launches, HTI has invested in character-specific tooling across its licensed collections. This results in bespoke details that reflect each franchise more closely than generic alternatives. For retailers, this means clearer shelf impact, stronger brand recognition and better differentiation across assorted retail tiers.
In today’s pre-school sector, retailers are increasingly seeking products that deliver more than momentary entertainment. Parents want toys that inspire curiosity, nurture development and stand the test of time. That’s where Tickit, owned and distributed in the UK by Commotion, continues to shine as a meaningful, educational play brand.
With a strong reputation in early years settings, Tickit has successfully bridged the gap between classroom and home. For retailers, this presents a valuable opportunity: a trusted, education-led brand that resonates with parents too.
Few products encapsulate Tickit’s ethos better than the Sensory Steel Tumble Ball and Sensory Steel Mosaic Mystery Balls. Crafted from durable stainless steel with a high-polish mirrored mosaic finish, weighted movement and intriguing sound and visual effects, these sensory spheres encourage visual tracking, motor skill development and exploratory play. Ideal for heuristic play, treasure baskets and sensory spaces, they offer retailers strong cross-selling potential across baby, toddler and SEND categories.
Tickit’s wooden layer puzzles are another standout for pre-school stockists. The Made For Mums award-winning Safari Animal Layer Puzzle has become a firm favourite, revealing the skeleton layer of familiar animals to encourage discussion about habitats, biology and the natural world. Its educational depth makes it particularly appealing to parents seeking STEMaligned play experiences. Launching this spring, the new Ocean Animal Layer Puzzle builds on this success, offering retailers a fresh talking point and seasonal newness. Both puzzles combine curriculum relevance with strong shelf appeal.
Accessibility is central to Tickit’s design philosophy. The Easy Hold range has been developed specifically for younger children and those with developing motor skills. Chunky, ergonomic shapes make grasping and manipulation easier, supporting confidence and independence. Suitable from 12 months, these products sit comfortably within baby, toddler and inclusive play ranges, broadening their retail reach.
Similarly, Tickit’s jewelled wooden products blend fine motor development with creativity. Brightly coloured, tactile jewels, laces and dominoes encourage pattern making, sequencing, counting skills and hand-eye coordination. Compact and giftable, they are ideal for retailers looking to offer educational yet affordable add-ons.
Imaginative play is another area where Tickit excels. Themed Discovery Dividers are an innovative solution for creating small world environments on tabletops or floors. Children can construct miniature landscapes and scenes such as Castle, Jurassic, Farm, Town and Space, which can then be accessorised with compatible figures, natural resources and loose parts from across the Tickit range. For retailers, this modular approach encourages repeat purchases and range building. Shoppers can start with the core set and return for complementary products, driving customer loyalty and basket spend.
Backed by the distribution strength and sector expertise of Commotion, Tickit offers retailers more than a product line; it includes a cohesive, values-driven brand story. Rooted in sensory exploration, open-ended play and early years development, the range aligns with the growing demand for purposeful toys.
The Small Foot range, distributed by Different Toys in the UK and ROI, is full of unique, environmentally sustainable toys with high play value and modern designs to delight pre-school children. From vehicles, push-alongs and puzzles to role play, outdoor and games, Small Foot offers a variety of wooden toys to entertain, educate and support young children in playful learning.
A fresh introduction for 2026 is the Montessori collection that includes a selection of softly coloured learning toys to help toddlers develop their fine motor skills and hand-eye coordination, as well as their colour and shape matching ability. Different Toys will be holding stock of the Montessori Balancing Game with 16 coloured wooden blocks, and the Sorting Game with three drawers in different colours and six matching insertable elements for shape fitting fun. The River Rocks Balance Game is another SKU designed to promote an understanding of balance and creative thinking, and the Rotating Drum helps little ones observe, grasp, roll and turn. Other items in the Small Foot Montessori range include a sorting game with pliers, sorting beaker with figures, a shape fitting game, a marble box and an animal puzzle with a hidden mirror.
Small Foot is also launching new Safari-themed motor skill toys this spring. From a Hammering Game and Wobbly Wall to a Magnetic Maze and Hopping Animal Shapes Game, these toys feature cute animal designs and will sit nicely in a young child’s playroom. Following the success of the Dinosaur launch in 2025, Different Toys will also be offering the Dino Balancing Game that challenges young children to stack the eggs so they don’t fall off, and the Dino Memory Puzzle that comes with surprise dinosaurs underneath the egg puzzle pieces. The popular Dinosaur Wooden Building Blocks set boasts a large selection of different-shaped blocks, including six dinosaur figurines and two dinosaur eggs to encourage storytelling, all housed in a handy storage tub.
Role play is an important aspect of Small Foot’s commitment to delivering playful experiences for pre-schoolers and covers themes from doctors and vets to gardeners and the fire service. The series of useful backpacks containing an array of accessories for role playing fun includes fire brigade, emergency doctor and explorer. Some of the company’s best-selling lines in the role play category are the horse care sets and the gardening apron with tools so young children can learn about outdoor life and looking after animals.
Using the Tonieplay Controller, Tonieplay transforms the Toniebox 2 into a screen-free gaming experience designed for curious minds. From speedy deliveries and a scarecrow wedding, to
Songs, stories, games and more...
With so many to choose from, there’s something for every age, from 1-9+
Pre-school
Tomy
01392 281 927 | www.tomy.com
Tomy continues to grow its Toomies pre-school bath toy range, bringing beloved entertainment brands into water play for young children. Designed to inspire imaginative, sensory-led play, the collection combines familiar characters with hands-on experiences that children can enjoy alongside parents and caregivers.
The My Mario Toomies range, launching in March with a second wave in August, brings the Mushroom Kingdom to life for pre-schoolers. The collection introduces a mix of character water squirters, pouring toys and a water-play pipe set inspired by Super Mario elements. The line-up includes recognisable Mario, Goomba, Super Mushroom and Fire Flower, along with a playful pipe-themed set and colourful nesting cups designed to encourage imaginative bathtime fun.
New to the Bluey Toomies range in spring 2026 is Swim School Bluey. Swim School Bluey floats on water and comes to life when children pull her tail, activating squirting water fountain and moving her arms and legs. The Bluey Family Bath Squirters offer simple, character-led water play, while autumn will see Playdate at Bluey’s Bath Stickers and Bluey’s Bath Island launch, providing interactive, imaginative play inspired by the hit series.
The Peppa Pig Toomies range continues to grow with the New Peppa & Family Bath Squirters and refreshed Peppa’s Nesting Family, which include new member, Baby Evie. These new additions will give children hands-on, character-led bath fun and imaginative play.
Tomy’s Toomies ranges combine multi-generational appeal with developmentally focused play. By translating well-loved entertainment brands into interactive bath toys, the collections support exploration and shared family fun, bringing popular characters into everyday pre-school routines.
Celebrating 80 years of inspiring imaginative play in 2026, Casdon is a third-generation, family-run business known for transforming iconic household brands and everyday appliances into engaging pre-school role play toys that let little ones explore the grown-up world through play.
After entering a brand new category in the plush space for the first time last year with its officially licensed Build-A-Bear Workshop range, Casdon has announced yet another new partnership with global brand The Magnum Ice Cream Company, introducing the first-ever range of licensed ice-cream toys from Heartbrand, known to the UK as Walls, to several markets around the globe.
The range will hit shelves from July 2026, featuring iconic frozen favourites such as Calippo, Magnum, Cornetto and Solero, as well as traditional scoop-style ice cream tubs.
The range also includes two playsets: an Ice Cream Freezer, complete with a coin-release lid and five iconic Walls ice creams, and the Ice Cream Parlour, serving up over 35 pieces for imaginative play.
True to Casdon’s Live Playfully tagline, the new range is packed with interactive functions, clever features and that all-important fidget factor, ideal for keeping little hands busy while sparking big imaginations. From squeezable ice creams and pop-up surprises to spin-and-click elements, each toy encourages sensory play and imaginative storytelling. Collectable and fun to mix and match, the smaller SKUs are ideal for on-the-go play, making them great for journeys, outings or quick bursts of entertainment anywhere. Designed for children aged 2 and above, the playful collection is refreshingly different, with RRP starting from £3.
Pre-school Connetix
www.connetixtiles.com
wholesale@connetixtiles.com
Connetix’s signature pastel palette brings a new dimension of play, designed for endless creative and STEAM building for children aged 3+. The Pastel Portal Pack opens exciting possibilities for Connetix play, unlocking new ways to build and create. Featuring eight signature pastel colours, this pack includes three different-sized square tiles purposefully designed to nest neatly together.
The large and standard Portal tiles feature a distinctive open-frame design with magnetic connection points on both the inner and outer edges, while the mini squares are powered by Connetix Smart-Spin technology, allowing magnets to rotate up to 360-degrees for building in new directions and exploring more complex constructions.
From visually striking architectural builds and newly imagined small worlds and tunnels, to flowing patterns and unique characters, the Connetix 48-Piece Pastel Portal Pack encourages experimentation, spatial thinking and problem-solving as children test ideas and refine their builds. Designed to grow with children, these portals add structure and versatility, working as a standalone set or integrating seamlessly with all other Connetix packs to support evolving STEAM play as collections and creativity grow.
MV Sports
01217 488 000 | www.mvsports.co.uk
Bluey continues to dominate pre-school entertainment, capturing everyday family life with warmth, humour and endless replay value. Its cross generational appeal and constant on-screen presence have made it one of the most in demand licences at retail, with young fans eager to bring their favourite moments into everyday play. Supporting that demand, MV Sports delivers a feature rich wheeled and active play range designed to turn the show’s energy into standout product.
New for 2026, the Bluey Play Tent leads the range with imaginative role play at its heart. It transforms any space into a Bluey-themed adventure zone where storytelling and creativity take centre stage. Fully printed panels immerse children in colourful, recognisable scenes, while tie back doors allow the space to switch from open play area to cosy hideaway in moments. Lightweight construction and simple assembly make it an easy addition to indoor and garden play, with strong visual presence that enhances seasonal displays and feature space.
Designed for first time riders, the Bluey Deluxe Bobble Ride-On brings timeless ride-on fun into the pre-school space. A sturdy frame, ergonomic seat and easy steer handlebars help little ones build coordination through active play, while the double rear wheel design supports early confidence. Finished with bright character graphics and a bespoke plaque, it blends developmental value with strong licence appeal.
The award-winning Bluey 4x4 Ride-On delivers foot to floor fun. Styled to mimic the iconic family car from the show, it lets young fans step straight into Bluey’s world and drive their own everyday adventures. Working horn and sounds add playful interaction, while chunky deep tread tyres give the ride a confident, adventurous feel. A comfort moulded steering wheel and supportive seat create an intuitive driving experience that reflects the show’s spirit of exploration and imagination. Compact proportions make it ideal for indoor and outdoor play, offering retailers a strong all round gifting option with standout licence appeal.
The Tilt and Glo Scooter with Lights has responsive tilt and turn steering that helps young riders develop coordination through natural movement, supported by a wide footplate that offers a steady, confidence boosting platform. Multi-coloured light up wheels create eye catching motion effects, paired with a push button activated light up stem featuring seven different modes.
The Bluey Balance Bike with Light Up Wheels has motion activated multi-coloured wheels that bring instant sparkle that stands out in-store and online, while the lightweight frame and adjustable seat and handlebars grow with little riders as confidence builds. Familiar character artwork and a shaped plaque place Bluey at the centre of every adventure, transforming everyday scoots into playful journeys full of personality.
With proven licence demand and feature led design, the Bluey range offers retailers a dependable performer across multiple categories. From first rides to imaginative role play, it delivers giftable price points, high visual impact and character connection that drives footfall, conversion and repeat sales.
Pre-school
Tonies
www.tonies.com
Designed exclusively for Toniebox 2, Tonieplay turns the Toniebox into a safe and screen-free audio gaming experience that lets kids take the lead using the Tonieplay Controller. Users can simply pick one of the Tonieplay games and put the disc on the Toniebox 2, add the Tonieplay Controller to the middle of the light ring and press the controller button to get ready to play.
With Tonieplay, kids lead the way in interactive treasure-hunt style quests, trivia games and stories that put them in charge of the twists and turns. They can team up with friends and family or go solo as audio prompts guide players through stories, challenges and games from some of their favourite characters.
The Tonieplay range includes Gabby's Cat-tastic Scavenger Hunt, where kids are invited to join Gabby and her pals in a game full of magic, music and make believe. Based on the hit series Gabby’s Dollhouse, this Tonieplay game lets kids search for objects, solve puzzles and sing along to songs. Disney Quiz Kingdom features over 500 questions from timeless tales like The Lion King to modern classics like Frozen and Moana, allowing kids to put their Disney knowledge to the test. Another fan-favourite is Paw Patrol - Adventure Bay Rescue Heroes, where kids join the infamous pups for six action-packed missions and over 10 mini games. They’ll use the map to track calls, choose the right pup using the Pup Cards, make decisions and work together to solve problems across town. And with the Peppa Pig: Playdate with Peppa and Spiderman: Neighbourhood Hero Tonieplay games launching in April, there are hours of fun to be had.
Designed for children ages 3-9+, these engaging games and stories will help enhance kids’ focus and improve concentration, whilst also boosting hand-eye coordination and fine motor abilities.
Simba Smoby’s best-selling Smoby and plush ranges create fun for pre-schoolers. For little children, aged 12 months+, there’s the Little Smoby collection. One of the newest lines in the range is the Disney Winnie the Pooh Walker that comes with a plush, reversible seat. It’s styled to feature a delicate design that captures the nostalgic 100-year-old property in a way that will appeal to families of today. Meanwhile, other popular items include the Little Smoby 3-in-1 Walker and the 2-in-1 Bath Seat, which have been thoughtfully designed to support early development, whilst also encouraging curiosity and exploration. Recently refreshed to add new activities for little ones to enjoy, these items come in soft, pastel tones.
It’s an important year for Winnie the Pooh, with it being the centenary anniversary, and Simba has many new Disney Winnie the Pooh toys for fans to celebrate their fandom. The Winnie the Pooh Anniversary Plush has soft colouring, long-pile fur, party hats and floppy legs. Piglet, Pooh, Tigger and Eeyore each bear the new branding for the anniversary, meaning they’ll also serve as special keepsakes.
For more information about the full brand portfolio, which benefits from full marketing support, please get in touch via the details above.
There’s no better plan
THE ULTIMATE MUSIC PARTY GAME
Special Feature
80 years of inspiring play
A third-generation family-run business, Casdon is one of the oldest toy companies in the UK, delivering role play items that inspire little ones to learn about different professions while developing essential life skills. This year, the company is celebrating 80 years of living playfully, and Toy World’s Gabriela Jiménez García sat down with Managing Director Phil Cassidy to learn about how it all started and what the next chapter holds.
Beginning its remarkable journey at the end of World War II, Casdon is the brainchild of legendary toy man Thomas Cassidy, whose firm belief was that toys should have a role in children’s learning and development, as well as being fun to play with. Originally a tool and mould maker by trade, Thomas bought an old American aircraft packing case from Warton Airfield in 1945 and used a small shed behind his mother’s house in South Shore, Blackpool, to start the business. In his early days, he repaired vacuum cleaners during his spare time to fund the purchase of tools and equipment, leading him to begin manufacturing moulds and producing small novelty items for children, including popular skating boot designs that sold in seaside resorts. Interestingly, a portmanteau of Tom’s last name, Cassidy, and his wife’s maiden name, Bridget Donnolly, make up the Casdon name, which truly reflects the company’s family-owned aspect that has been preserved to this date.
Thomas travelled around the UK selling directly to shopkeepers, building relationships and learning what customers wanted. From there, the business expanded into seaside souvenirs, especially egg timers featuring iconic designs such as Blackpool Tower, Scottish pipers, Welsh ladies and lighthouses. Those early successes laid the foundations for what Casdon would become: a family business dedicated to creating clever, well-made products
that bring fun to family life. The company’s role play toy making finally began in 1959, with the very first product being a Fire Engine.
Fast-forward to 2026, and Casdon is celebrating 80 successful years as one of Britain’s oldest toy companies, delivering outstanding role play items that have been cherished by millions of families worldwide. Today, the company has established itself as a key player in the Role Play category, with Circana data confirming that Casdon is currently the No.1 manufacturer of role play toys in the UK, holding seven of the category’s best-selling products.
Phil Cassidy tells Toy World that what has helped Casdon earn and maintain its leading position in the Role Play category is a very clear and consistent ethos.
“We’ve always focused on creating toys that combine quality, authenticity and play value. While fun is essential, we also place a strong emphasis on the developmental benefits our products can offer,” he states. With role play being incredibly important in early childhood, Casdon’s primary aim is to design toys that naturally encourage skills such as motor development, coordination, communication, creativity and social interaction. As Phil explains to us, the balance of producing toys children genuinely love while supporting meaningful learning through play is what continues to make the company a trusted partner for retailers and licensors alike.
Special Feature Casdon
Casdon has a strong reputation for providing consumers with accurate replicas of miniature household and food items featuring brands we all know and love. From Henry’s timeless red and cheerful vacuum cleaner to Heinz’s iconic tinned baked beans, Casdon boasts a total of nine licensing partnerships and continues to develop new items that will spark curiosity in children, while bringing amusement to parents as they watch their little ones mimic the tasks performed by the adults around them.
Phil explains that maintaining a fresh and relevant portfolio remains a big focus for Casdon, and a major part of that comes down to thorough research and staying close to both the market and consumers. “Our team regularly goes out into retail and spends time observing trends, product innovation and how children are interacting with toys,” he elaborates. “We also subscribe to Circana, which gives us valuable data and insight into market performance, category shifts and emerging opportunities. Nevertheless, one of our greatest sources of inspiration is much closer to home. Many of us have children of our own, and they’re often the best barometer for what makes a great toy. That combination of market insight and everyday observation helps ensure our product portfolio continues to evolve in a way that feels both current and authentic.”
Phil adds that all licensing conversations are also handled in-house, with the team working collaboratively to find suitable partners that will enrich the company’s portfolio with innovative new launches. “Many of our collaborations begin with us proactively approaching brands, pitching ideas and showing them how their products and brand worlds can translate into toys,” he says. “We spend a lot of time helping partners see the value of entering the toy space and what role play products
can do for brand engagement with families. At the same time, a significant number of brands approach us directly. That’s often because they’ve seen – or even personally own – one of our toys, or because of the reputation Casdon has established within the industry.”
When it comes to product development, accuracy is incredibly important to both the company and its partners. All partnerships require the team to work closely with each brand, studying the real products in detail to ensure that the toys will capture the look, feel and essence of the originals. “It’s a highly collaborative process, with constant refinement, feedback and attention to detail to make sure the finished toy feels authentic,” asserts Phil.
With multiple new and exciting projects in the pipeline, the recently announced collaboration with Heartbrand is one of the company’s most anticipated developments, with the new range due to launch this July. Showcased for the first time at this year’s London Toy Fair, the range features some of Heartbrand’s (famously known as Wall’s in the UK) most iconic ice cream brands in miniature form, including the decadent chocolate and vanilla Magnum, the fruity Twister and the nostalgic Calippo, along with a feature-rich role play ice cream station that is set to keep children busy during the summer holidays.
Phil tells Toy World that Casdon’s partnership with Heartbrand is a great example of how many of its collaborations naturally evolve. “The initial conversation began some time ago, when our Head of R&D and Licensing, Alex Reynolds, first approached the brand,” he explains. “While the interest was there, the timing wasn’t quite right at that stage. Fortunately, Alex stayed in touch, and when he followed up a few months later, the circumstances had changed. At that point, Heartbrand was beginning to operate more as a stand-alone function
under The Magnum Ice Cream Company, which opened the door to new licensing opportunities. That shift created the perfect moment for us to explore ideas together, and from those discussions, the Casdon Heartbrand collection was born.”
Given the collection’s natural fit for summer, marketing plans will consist of leaning into the strong familiarity and nostalgia associated with the Wall’s name, while also showcasing the playful and realistic role play experiences which the toys offer. “It’s about tapping into brands that families already know and love and bringing that recognition into children’s everyday play,” adds Phil.
Besides the launch of some groundbreaking collaborations, 2026 will also bring plenty of celebrations for the company, with the team marking the 80-year milestone in a way that feels meaningful and extended beyond a single moment. “We kicked off our anniversary celebrations at London Toy Fair back in January, which felt like the perfect place to begin, given how important the event is for the industry and for us as a business,” says Phil. “It gave us a wonderful opportunity to reflect on our heritage while sharing our excitement for the year ahead with partners, customers and friends of the brand.
“However, rather than limiting the celebrations to one event, we’re continuing to celebrate the anniversary throughout the year. We’re planning a series of quarterly activations, each giving a subtle nod to our 80-year history while also looking forward to the future.” Phil explains that activations will take different forms; from productfocused moments to brand and marketing initiatives that aim to celebrate where the company has come from, while maintaining the same energy and innovation that will carry it into the next chapter of its story.
Looking ahead to the next 80 years, Casdon’s focus is firmly on building for the future while staying true to what has always made it successful. One of the key areas of investment for the company is to continue developing products that reflect how children play today, while maintaining the quality, realism and play value it has traditionally been known for since the beginning. “Play patterns, technology and expectations evolve constantly, so it’s vital that we keep listening, learning and adapting,” summarises Phil.
The company will also be investing heavily in its brand partnerships and licensing strategy, as working with world-class brands enables it to create cross-generational products that resonate with both children and parents equally. Likewise, investment in people and capabilities is another important aspect that the company will continue to prioritise. “As a family business, we’ve always believed that passionate, creative teams are the foundation of longterm success, and strengthening our design, development and operational expertise ensures we can continue delivering the standards our customers expect,” explains Phil. “Ultimately, it’s about remaining curious, adaptable and committed to creating toys that genuinely engage children. If we keep doing that well, we give ourselves the best possible platform for the next 80 years.”
One of the biggest barriers to playing board games isn’t how to play – it’s who to play with. When people feel on their own, it’s harder to enjoy the moments of connection and joy that games are designed to create.
Board games are powerful. They bring people together, spark genuine conversations and help us switch off from everyday life. Even a short break from our screens to laugh and play can have a positive impact on our mental wellbeing.
That’s why we’re proud to be partnering with Mind. Together, we’re working to support mental wellbeing through the power of play: making games more accessible, encouraging more people to play more often, and championing better mental health for everyone. No one should struggle with a mental health problem alone.
Feature Games & Puzzles
Holding all the cards
Whether players are gathered around a tabletop or gaming on the go, the Games & Puzzles category remains a dependable source of fun and interaction for consumers. The category continues to go from strength-to-strength, with accessibility and innovation helping to drive sales across the year, not just in the run-up to Christmas. Toy World’s Chloe Thomas – Evans spoke to a range of suppliers to find out what lies in-store for the category in 2026.
GGames & Puzzles has entered 2026 in a strong position. With Circana data reporting double-digit growth in the leading European countries last year, the category is set to continue that success in the year ahead. Pokémon remains a crucial brand, contributing £121m in value sales and leading the way as the top property in the total market. Card Games have also seen growth, with data showing a 14% increase, driven by recognisable licences and collectability.
“The games and puzzles category is performing well and certainly one of the standouts in the industry right now,” says Katy Fletcher, Head of Marketing & Product Development at Ravensburger. “The data is reflecting the continued demand from the kidult audience, as well as an ongoing rise in the significance of licensing in the category.”
In terms of licences, upcoming releases of popular movies such as Toy Story 5 and The Super Mario Galaxy Movie are expected to boost games sales. Cartamundi will be releasing packs of Toy Story 5 Bicycle playing cards, featuring distinctive characters such as Buzz and Woody on a fully functional, standard deck, while Ravensburger, Clementoni, Hasbro, Tomy and Winning Moves will also be introducing new lines based on the iconic franchise. Meanwhile, Epoch Making Toys has introduced the popular Mario Bros. IP to its games line up, having redesigned timeless arcade-style games with a modern Mario twist.
As explained by Asmodee’s Senior Marketing Manager for Brand, Lindsay Cooper, combining the most current
IPs with classic game formats is a common strategy used to refresh games and ensure they remain best-sellers. Lindsay says: “Licensing can play a really valuable role when it is used in the right way. For us, it’s about enhancing brands that people already love and bringing new audiences into the category. These licensed editions are there to complement the classic versions rather than replace them.”
Claire Ridley, Marketing Director at Tomy, agrees, saying: “The right licences can really enhance a consumer experience when married with the right product. We’ve seen The Logo Board Game Disney Edition perform well, with the game play of this evergreen game enhanced by extensive Disney content.”
Other than through licences, suppliers also offer enhancements to classic games & puzzles through paying close attention to market trends. With one of the most prominent market trends at the moment being the rise of portable products, many companies are now releasing travelfriendly editions designed for on-the-go gaming. These travel versions are perfect for the spring and summer seasons, as consumers look to take their favourite games and puzzles on holiday with them. Asmodee has introduced a compact version of Catan under the name Catan – On the Road, while One For Fun has introduced the Double Muddle Puzzle and the Mini Muddle
Puzzle for those wanting to puzzle on-the-go.
The introduction of more travel-friendly products shows a shift in gaming habits, with people playing games or completing puzzles more frequently, whenever they can slot them into their busy schedules.
Asmodee
University Games
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Feature Games & Puzzles
“Gaming is no longer confined to children — families, groups of young friends and adults are all carving out time to switch off from increasingly busy lives,” says Mark Jones, Sales Director at University Games and Lagoon “There’s a growing demand for games that are easy to pick up and play, offering accessible, low-pressure entertainment that fits around modern schedules.”
Kate Goss, Creative Manager and Head of Games at Golden Bear, agrees with this sentiment saying: “A big positive is that games have truly cemented themselves as an everyday entertainment choice across UK households, cafes and social spaces. They’re no longer reserved for rainy days or Christmas break; they’re part of the everyday routine. Plus, there is no age limit to games, which means everyone can get involved and have a bit of fun.”
The selection of games & puzzles on offer from suppliers is vast, with something for everyone. From educational pre-school products to more mature kidult lines, there is a wide range on offer to suit different ages and tastes. Mark from University Games stresses the importance of the intergenerational appeal of Games & Puzzles, saying “One of the most positive aspects of the category is its broad demographic reach — from preschool learning games and family games through to adult strategy titles and complex puzzles. At University Games, we’re seeing especially encouraging performance in our evergreen family games such as Buying Time, Bullseye and Perudo, as well as across our Murder Mystery Party games range.”
3D puzzles with play and display potential have proven a hit with kidult audiences, which has prompted brands
such as Ravensburger, Cheatwell, Maison Battat and Epoch Making Toys to launch new ranges in this area. Steve Asbey, Cheatwell’s National Account Manager, sees tremendous potential for retailers in this category: “One area that is having a proper revival is 3D jigsaws, particularly heritage-led builds. People love something with a bit of story behind it, and models like the Flying Scotsman prove shoppers will happily trade up for something they can display afterwards.”
Ravensburger’s 3D Puzzle Vases were selected as a Hero Toy at this year’s London Toy Fair, catching the attention of press who highlighted their kidult appeal. With their affordable price points, practicality and interesting designs, these vases have attracted consumers who want to partake in something creative and reduce their screen time.
A reduction in screen-time has been a big selling point for Games & Puzzles in general, with many consumers choosing tactile, physical experiences to be closer to people and spend time away from technology. This trend is emphasised by Mark from University Games, as he shares that one of the biggest drivers in the category is a desire for shared experiences away from online distractions.
“Consumers are willing to invest in products that promise quality time and replay value, and families are consciously carving out time for connection. Games provide a structured yet accessible way to do that,” he says.
Lindsay from Asmodee agrees, saying: “Social play is a huge factor. People love games that bring them together, and fast paced card games are ideal for that. They are
quick to explain, easy to start and naturally encourage laughter and interaction around the table. That shared experience is what keeps people coming back to the category again and again.”
Yet, while consumers might be encouraged to step away from technology to engage in games or puzzling, social media is still embraced by brands for promotional material or enhanced gaming experiences. Within Golden Bear’s games division, Bear Faced Games, social media has been used to promote Hankman, the wild west hangman game with over a billion TikTok views. Bear Faced Games has also announced the release of The Cup Challenge game, which is inspired by viral challenges on the TikTok app.
“Well-designed games with clear hooks dominate social media trends and see perfect placement on Tik Tok, Instagram and even YouTube," explains Kate from Golden Bear. “Laugh-out-loud fun and magic moments in games content help to spark that want it now reaction that really helps drive the whole sector.”
Kate goes on to explain the growth in the number of consumers discovering games online, especially via social media channels. “The consumer journey of scroll, spot and snag drives purchase power, and when sales happen in seconds on a feed, that all important path to conversion gets shorter,” she says.
Claire from Tomy echoes this sentiment from Kate, adding that there are both opportunities and challenges from the increase in consumers discovering and purchasing new games via e-commerce channels like TikTok shop, rather than in-store as was traditionally the case . “As a business, we’re evolving our strategies to service both our key specialist and high street retailers, whilst building out strategies to reach consumers on social commerce platforms,” she says.
Alongside the TikTok Shop, social media influencers are also playing a crucial role in online advertising as they build trust with consumers and encourage them to invest in different products. Companies such as University Games leverage this influencer outreach to amplify awareness beyond the shelf.
“From a marketing perspective, social and digital platforms are increasingly influential and are extremely effective in driving awareness, where we can show consumers relatable, real and engaging games and content,” says Mark.
Social media influencers are particularly important when reaching kidults. Though, for those who are younger or less tech-minded, both TV and YouTube marketing remain a crucial source of engagement.
“In the kids’ game space, we see TV and YouTube still delivering the reach and impact to create pester power for the must-have games,” says Claire. “The kidult space is more challenge and requires a different approach, which is much more socially driven and requires a longer build.”
Technology has also been used to create more realistic and interactive games. For example, Eolo has entered the board game space with Fliparty, a social party game which combines a physical card game with augmented reality challenges. Rather than shying away from screens, the game encourages players to get fully immersed in them and become the controller in their own game. This proves that even with tactile, physical experiences gaining traction again, the benefits of digital content can add a valuable dimension to gameplay and engagement when executed successfully.
Games & Puzzles remains a strong category with licensing, market trends and more contributing to its success. Over the following pages, Toy World delves into some of the category’s latest releases to give retailers the opportunity to freshen up their games portfolio.
Tomy
Games & Puzzles
Hasbro
0208 569 1234 | www.hasbro.co.uk
As anticipation builds for the FIFA World Cup 2026 in North America, Hasbro is releasing a slate of officially licensed titles designed to bring the drama of the tournament to tabletops everywhere.
Blending collectability, strategy and family-friendly gameplay, the new range leverages one of the world’s most powerful sporting brands to drive engagement across age groups and occasions.
At the heart of the line-up is Monopoly Panini Prizm FIFA World Cup 2026 Edition, a board game that fuses the enduring appeal of Monopoly with the global trading card phenomenon. In this edition, players build a dream team by selecting current stars and FIFA World Cup legends via Panini Prizm cards, then compete to take control of iconic FIFA World Cup historic matches. Points are won by comparing player ratings and stats, rolling special dice and triumphing in game changer challenges, creating a layered experience that balances strategy with the unpredictability of the sport itself. The result is a format that speaks as strongly to collectors and football purists as it does to families seeking an accessible game night centrepiece.
Supporting the board game is the Monopoly Panini Prizm FIFA World Cup 2026 Booster Box which includes 24 additional Monopoly Panini Prizm FIFA cards. Designed to deepen replayability and collecting, the booster format introduces randomly inserted parallels and ultra-rare cards, tapping into the thrill-of-the-chase dynamic that continues to fuel the trading card category. Whether used in gameplay or collected standalone, the cards broaden the range’s appeal across children (8+), teens and adult fans alike.
Rounding out the FIFA offer is Monopoly Deal FIFA World Cup 2026 Edition, a fast-paced card game tailored for portability and high-turnover play. In this game, players race to collect three differently coloured player sets while action cards introduce dramatic swings that help to earn goals, double leads and disrupt opponents. Positioned as an ideal option for travel, tailgating, watch parties and family gatherings, the title offers retailers a compact, accessible item with strong seasonal and event-driven merchandising potential as the tournament approaches.
Alongside its FIFA portfolio, Hasbro is also injecting fresh energy into its evergreen card line with Monopoly Deal No Mercy, a more cutthroat evolution of the classic Monopoly Deal format. Designed to dial up interaction and competitive tension, No Mercy introduces harsher swaps, instant property set steals and upgraded action cards that allow players to charge double rent, raid an opponent’s bank or force payments when funds run dry. The result is a sharper, faster and more ruthless gameplay experience that skews slightly older while retaining broad family appeal. Compact and easy to merchandise, Deal No Mercy is primed for game nights, parties and impulse gifting, reinforcing Monopoly Deal’s reputation as a versatile, high-velocity performer within the card game segment.
For more information, contact Hasbro using the contact details above.
Character Options
0161 633 9800 | sales@charactergroup.plc.uk
Character Options has something for all, with family games, party games and electronic action games all on offer.
As the exclusive distributor of Relatable games, Character Options is excited to offer Here For The Comments. In this game, Character Options honours the funniest corner of internet culture – the comments section – and players must compete to drop the funniest comment using images and one-liner cards. With each round, the players build threads of unhinged images or caption comments beneath a Status Card, voting for their favourite comment after each thread is complete.
The Relatable games portfolio is also home to the world’s No.1 murder mystery company, Hunt A Killer. In this immersive series of murder mystery games, participants must play the detective. The narrative is told through realistic clues, intricate puzzles and complex ciphers. The objective is to unravel each web of lies and clues to solve the mystery. Players can pick from a host of themes, including Lakeside Slaughter – where a dream vacation turns deadly – Body on the Boardwalk, The Salem Slicer and more.
For a fun word game, Character Options is also introducing a new addition to Relatable with Starts With - Ends With. This is a game of quick wit, wordplay and even quicker reflexes. The fun begins with a turn of the spinner, which will give players two letters. The aim of the game is to be the first to shout a word that starts and ends with the specified letters.
The brand’s games lineup also includes Hot Dog Drop, an electronic sausage drop game inspired by the viral Catching Sticks Challenge that’s generated more than 100m+ views on TikTok to date. When the timer starts, sausages start to fall randomly. Players must catch as many falling sausages as possible and the winner is the player to catch the most sausages. Those playing can select from three fun modes: Classic Dawg! (easy); Extra Sauce! (tricky), and Follow That Banger! where the timing, speed and order that the hot dogs drop is at its most difficult. For more information on Character Options’ games portfolio, contact the Character Options team using the contact details above.
Games & Puzzles
Asmodee
01420 593 593 | www.asmodee.co.uk
Asmodee, in partnership with Space Cowboys, has announced Dnup, a lively new card game designed by Kei Kaijino and launching in May 2026.
Combining instant accessibility with just enough strategy to keep players on their toes, Dnup is set to become the next must-play title for families, party gamers and hobby fans alike.
Dnup delivers high-energy gameplay, quick reactions and plenty of laugh-out-loud moments all wrapped up in a compact, easy-to-learn format. At its heart, Dnup (also known as Down Up) is a game of instinct, timing and sharp thinking. With gameplay distilled into four simple letters, players must react fast and read the table to stay one step ahead of their opponents. The challenge escalates as the game unfolds, adding layers of strategy that will appeal to more experienced gamers.
Designed for short play sessions and repeat plays, Dnup is ideal for game nights, parties and on-thego gaming, delivering maximum fun in minimal time. With its bold concept, infectious pace and universal appeal, it is poised to become a standout addition to Zygomatic’s growing catalogue of innovative, accessible games.
The game is suitable for those aged eight and above and can be played by 2-6 players.
Asmodee, together with Catan GmbH and Catan Studio, is also releasing Catan - On the Road, a fast, travel-ready card game adaptation of the iconic multi-player strategy game that helped shape modern tabletop gaming.
Catan - On the Road is delivered for modern, on-the-go play and delivers the core Catan experience in a compact card format that’s easy to learn, quick to play and ideal for travel. Games take just 15 minutes, making it great for playing on a train, at a café or during a quick break.
In the new game, players race to reach seven victory points, using familiar Catan mechanics with a clever new twist. Players collect resources by drawing cards, build from a shared pool of available options and trade with either the bank or each other. Trading is more dynamic than ever and players who are not taking their turn are rewarded with a bonus resource card for participating in a trade, encouraging constant interaction and negotiation.
The game was designed by Benjamin Teuber, Co-CEO of Catan GmbH, who explained that he was intending to give Catan fans a fun new way to experience the joy of Catan in an easy-to-learn, fast-to-play card game. The game still includes all the essential elements of harvesting, trading and building but with a new approach to trading that turns a classic Catan mechanic into a whole new experience. The game is suitable for 3-4 players aged 10+ and it will launch in retail stores on 4th April 2026.
For more information on these new releases, contact Asmodee using the contact details above.
Zatu Distribution
01603 937 846 | rory.kelly@zatu.co.uk
Zatu Distribution continues to expand its presence in the UK Games & Puzzles market after unveiling an exciting new range at both London Toy Fair and Nuremberg.
Leading the lineup and defining a genre of calm, contemplative play is A Gentle Rain. This accessible solitaire puzzle invites players to slow down with themes of mindfulness and meditation at its core. The product has found an audience that stretches from hobby gamers to schools and dementia care settings as it is easy to learn, quietly absorbing and universally appealing.
Zatu is also bringing Catapult Feud to the UK. The game sees players construct their own castles using chunky building blocks then place knights along the ramparts and take aim with working catapults. A variety of add-on packs introduce ballistas, longboats and dinosaurs armed with cannons, adding further spectacle and replayability. Catapult Feud is set to be a major hit with families and younger players, with multiple expansions available.
Zatu’s jigsaw range has also launched, drawn from the multi-award-winning Kidicraft collection. Featuring the artwork of Michael Howley, these 1,000-piece puzzles depict idyllic British landscapes brought to life in rich detail. Each puzzle uses a soft-touch coating that gives the pieces a distinctive tactile feel, while the pastoral scenes offer a calming, serene puzzling experience ideal for gifting or relaxation.
Zatu has also brought the Japanese dexterity craze Yubibo to the UK and this has quickly become a runaway hit. Using simple wooden dowels, Yubibo players take turns adding to an increasingly unstable structure suspended above the table between their hands. Instantly learnable and playable anywhere, it delivers big laughs and repeated play sessions.
Stack o’ Cats is also coming to the UK via Zatu. In this game, players stack over 30 wooden cats in strange poses, aiming to build the tallest pile before it collapses. With multiple ways to play and visual charm, it’s set to delight players of all ages.
In pole position is the Racing Line series, with Racing Line Junior freshly launched. This family weight racing game has got a brand-new colourful iteration playable by children as young as four years old.
Lastly, You Know It! offers a fresh twist on the quiz game genre. The game is not just about knowing the answers but knowing who else does. Players score for correct answers, but earn even more by predicting their friends’ knowledge or bluffing convincingly when they don’t have a clue.
Alongside these releases, Zatu has also launched its groundbreaking Buyback Scheme – an innovative model which will purchase dead and slow-moving stock from suppliers in exchange for credit on a range.
For more information, contact Zatu using the contact details above.
Cartamundi has entered 2026 with three new licensed Bicycle playing card decks on offer. Joining the lineup will be the Bicycle Bluey, Disney Winnie the Pooh and the Toy Story playing card decks.
The Bicycle Bluey playing cards capture all the charm, colour and humour of the globally beloved show while remaining a fully functional, standard deck. The Bicycle design team used bespoke artwork uniquely made for the cards and the goal was to place a strong brand into a proven, evergreen format suitable for all ages.
The Disney Winnie the Pooh deck has been created in honour of the Winnie the Pooh 100th anniversary. Bicycle is honouring the milestone by presenting playing cards that are beautifully crafted and designed to celebrate the legacy.
For this deck, Bicycle took a different approach, relying on heritage instead of the contemporary interpretations seen in decks such as the Bluey playing cards. The Bicycle team carefully selected the artwork for the set from the Disney library, paying tribute to the iconic bear through classic designs.
Where the Bluey deck brings energy and modern family humour, the Winnie the Pooh anniversary edition brings the classic nostalgia of the Disney films. The new collector deck features elegant illustrations from the films that have appeared since 1977.
Bicycle also carefully selected designs for its new Toy Story playing cards. With its unmistakable blend of heart, humour and adventure, the world of Woody, Buzz and the entire gang translates effortlessly into a Bicycle deck that feels both playful and premium. Rather than relying on simple character placement, the distinctive character designs celebrate the franchise’s spirit of friendship and creativity, capturing iconic moments and personalities. The result is a deck that resonates across generations, just like the films themselves.
Through the Toy Story, Bluey and Winnie the Pooh-inspired playing cards, the Cartamundi range represents the full spectrum of character-driven play: from one of today’s most energetic family-favourite brands to one of history’s most enduring literary icons.
Cartamundi aims to produce playing cards which fit next to other categories like children’s books, puzzles, lunch boxes or plushies. Its card decks intend to strengthen portfolios with titles that feel both inevitable and, at the same time, surprisingly fresh.
In 2026, Bicycle is proud to be celebrating where storytelling has been, and where it is going next.
For more information, contact Cartamundi using the contact details above.
Winning Moves has entered 2026 with one of its most diverse product ranges to date. With family play continuing to evolve and entertainment trends moving faster than ever, the company has built a lineup designed to feel current, energetic and highly collectible.
At the centre of its range is Top Trumps Goddit!, a lively new card game that launched last year, blending visual puzzles with quick-fire play. Designed for easy pick-up-and-play fun, Goddit! transforms familiar brain teasers into a portable, competitive format that works just as well for families as it does for game or party nights. The product is positioned as a key new product for the Top Trumps brand, bringing together problem-solving and pace in a compact, affordable package. It has already been warmly received by both retailers and consumers.
The brand’s Goddit! launch has once again been backed by the biggestever marketing push, carrying on from standout London Underground advertising in 2025 Q4 peak and ensuring consumer awareness as well as driving retail momentum and footfall.
Building on the success, the Goddit! range is expanding to meet a wide variety of tastes and passions. New non-licensed additions include Kawaii Goddit! and Dogs Goddit!, tapping into global trends and evergreen appeal, while editions such as World Football Stars Goddit! and Stitch Goddit! have generated strong excitement in the licensed games world. Further major licences will be added as the range continues to grow.
Top Trumps Dash is another new game development from Winning Moves. It’s already generating strong retailer interest, with some listings already confirmed for 2026. The range has launched with World Football Stars Dash and will be rolled out across some of the biggest entertainment licences later this year.
Football will be a defining focus for 2026 as excitement builds around the World Cup. To coincide with the occasion, Winning Moves has revamped its World Football Stars Top 200 range with shiny chrome cases, gold foiled cards, bold new visuals and up-to-date player content. Six new collectible Top Trumps packs will spotlight household favourites alongside up and coming players.
The football collection also includes an enhanced Top Trumps Starter Kit that includes two team TTXI grids for multiplayer battle gameplay, an exclusive Top Managers Top Trumps pack, a brand-new World Football Stars Puzzle with collector poster and a premium World Football Stars Gift Set featuring an exclusive Megastars pack as well as a Top Trumps Branded Size 5 Football. The full revamp of the World Football Stars range pays homage to the 2026 tournament’s colourway with new red, blue and green artwork designs that mirror the flags of the three host nations.
Alongside this, Winning Moves is introducing fully rebranded merchandising options from Top Trumps CDU to Multi-game Metal Floor Standing Display units.
Offering both an eye-catching aesthetic and interactivity for the consumer, the new Large Top Trumps display allows for a greater range of boxed products and better controls on product range and rate of sale.
COMING THIS AUTUMN
Games & Puzzles LA Brands
www.cryptickillers.com | sales@cryptickillers.com
Cryptic Killers has partnered with the Peaky Blinders to create a new opportunity for retailers.
Set in 1920s Birmingham, the Peaky Blinders Case File Game plunges players into a high-stakes Shelby family investigation.
When a jockey is found murdered outside the Garrison Tavern, suspicion quickly falls on Tommy Shelby. With Tommy behind bars, Arthur Shelby recruits the case file player, as the newest member of the Peaky Blinders, to uncover the truth and protect the family name.
The Peaky Blinders Case File Game is Cryptic Killers’ first officially licensed title, following a deal with Banijay Rights, the global distribution arm of media and entertainment powerhouse Banijay Entertainment.
The new Case File Game captures the grit and atmosphere of the series in a standout tabletop experience. Inside the evidence bag are 35 pieces of realistic physical evidence, including police reports, betting ledgers, maps and coded messages. Players must examine every detail, learn Morse code and connect the clues to reveal the true killer.
The launch builds on a strong track record. Cryptic Killers, having already sold over 1m copies of its case file games, has established a leading presence within the hugely popular Kidult and true crime market. The game offers an accessible yet deeply engaging format that is ideal for solo players, couples and groups.
With the Peaky Blinders film released in March and a sequel series recently announced by creator Steven Knight, momentum behind the franchise is building once again. This, in combination with continued strong streaming performance, make this licensed edition a timely and commercially attractive addition to store shelves.
The existing Cryptic Killers Case File range is already stocked by a wide network of independent and national retailers across the UK, North America and Europe. A versatile product, these case file games sit just as comfortably within the toys and games category as they do alongside gifts, books and various other departments.
The Peaky Blinders Case File Game delivers a premium experience while remaining an accessible impulse purchase for fans and true crime enthusiasts. FSDU and CDU solutions are available to support impactful in-store displays in high footfall areas and at point of sale.
Retailers can benefit from flexible ordering across the wider Cryptic Killers catalogue without committing to large volumes. Free delivery is available on orders meeting the minimum requirement of just one case, making it simple and low risk to introduce the range.
With a globally recognised licence, a proven million-selling format and renewed excitement surrounding the Peaky Blinders brand, the Cryptic Killers: Peaky Blinders Case File represents a strong retail opportunity for 2026.
For sales enquiries or further information, contact LA Brands using the contact details above.
VR Distribution is preparing for a busy autumn/winter 2026 with several new releases and continued significant growth planned.
Starting off with products from game developer Lucky Egg, there will be the launch of Snort Funny and Poppin Panic.
In the family fun game Snort Funny, players take on a series of hilarious challenges while trying not to laugh or snort. Those who laugh lose. Poppin Panic, on the other hand, is a fast-paced party game that gets everyone laughing and racing against time. With a quick set-up and simple rules, players pump, pop and play their way through hilarious category challenges.
Also from VR Distribution comes Stackit, the stacking game that tells players to see it, say it and stack it. Players shout an answer that fits the category, then balance the first letter before the tower topples.
Taco vs Burrito and Super Sushi will also be released by the company in the UK. Developed by 7-year-old Alex, Taco vs Burrito is already a big success in the USA for its epic food fight and gameplay. The game has five ways to play, giving it great replay value.
Super Sushi is the hilarious family board game and party card game that kids, teens and adults can all enjoy. The game is ideal for those looking for family games that work for every age.
In 2025, VR Distribution launched Its Bananas from McMiller games which now has more than 1m views on Tik Tok. The brand has some exciting future launches including Uproar and the funny but risqué Dummeez.
Following positive reception for a number of brands, VR Distribution is anticipating strong growth on its recently launched Shashibo shape shifting puzzle range. It also anticipates strong sales from its CMYK, Magical Athlete, which showcases a Japanese racing and sports competition game using athletes with special powers. The game is consistent with other games in the Grimpeur series such as Hot Streak, in which players shout out answers in a race against the timer.
Rhymes with Duck also sold well in 2025 after becoming a Target exclusive. This fun, fast-paced board game allows players to match rhymes and dodge elimination, keeping everyone engaged until the last duck quacks.
Alongside this, the music party games Misheard Music and Grab The Mic also did well, prompting the company to release them in To Go form so players can take them everywhere. Lastly, VR Distribution’s Cross the Line is a great priced game for its content. Players can answer boldly honest, occasionally awkward and always entertaining questions by secretly choosing their answer on a sliding scale.
For more information on the products mentioned, contact VR Distribution using the contact details above.
Games & Puzzles
Vivid Goliath
01483 449 944 | www.vividtoysandgames.co.uk
Vivid Goliath continues to build strong momentum in the games aisle, powered by a high-performing portfolio that balances proven favourites with fresh innovation. Brands including Shark Bite, Lucky Ducks, Floor is Lava, Pop the Pig, Don’t Wake Dad and Gooey Louie consistently resonate with families, driving dependable sell-through and repeat purchase. These evergreen titles are firmly established as category staples, reinforcing Vivid Goliath’s reputation for creating games that parents trust and children love.
New to the range is Elefun which has been refreshed for a new generation. In this iconic game, Elefun takes a deep breath and blasts a metre-high stream of colourful butterflies into the air, getting children up on their feet as they race to catch them in their nets.
Also joining the lineup is Cock-a-Doodle, an all-new game packed with anticipation and giggles. Players can take turns interacting with the cheeky rooster, waiting for the unpredictable moment he suddenly lets loose and wakes the farm. The game is random, noisy and fun for all.
Building on this strong foundation, the classics portfolio expands with Sequence, Triominos and new Mastermind Travel.
With over 55m units sold worldwide, the legendary strategy game Mastermind returns in a compact, on-thego format, bringing the timeless codemaker versus codebreaker battle to a new generation of players. Also ideal for travel, the Murdle Card Game delivers big gameplay in a small box. In this rummy-style whodunnit, players draw and discard evidence cards to match locations, suspects and weapons to solve their case cards. The first to crack three cases wins, with near-endless combinations ensuring strong replay value.
For families seeking fast-paced competition, Greed delivers a lively push-your-luck dice experience. Players roll all six dice, setting aside scoring combinations while deciding whether to bank their points or risk it all. The first to reach 5,000 points claims victory in this high-energy race to win.
Based on Rebecca Yarros’ bestselling novel, Fourth Wing, Rise of the Wingleader is set to take the brand to new heights with an upcoming tabletop game inspired by the epic adventures and high-stakes world of Basgiath. Further licensing partnerships across pre-school, family and adult trend games will be unveiled in the coming weeks, strengthening the breadth of the portfolio.
The PlayMonster range continues to perform strongly, led by the enduring success of Five Crowns and the ever popular 5 Second Rule. Bestselling travel formats allow families to take the fun anywhere, driving incremental sales across seasonal and holiday periods, while the new Mini Football edition is well-timed to capitalise on World Cup excitement.
Injecting action into the aisle, Pigs on Trampolines brings skill-based, laugh-out-loud gameplay that keeps players bouncing back for more. New for the second half, Axe Man also adds precision-based competitive play, challenging players to wind up the thrower’s arm and release at just the right moment to hit the target. Meanwhile, on the breakout success of Marshmallow Madness last year, Breakfast Blitz delivers frantic, head-to-head hilarity as players compete to catch flying cereal pieces in their mouths. Adding to the suspense, Don’t Flush the Fish keeps players on edge as they try to stop the fish tumbling into the toilet.
For more information, contact Vivid Goliath using the contact details above.
Konami Digital Entertainment B.V.
01753 271 737 | www.yugioh-card.com/eu
Available from April 2026, the Yu-Gi-Oh! Rarity Collection 5 from Konami Digital Entertainment B.V. will feature extended art cards for the first time ever. Collectors can look for them in the Special Variant Art Card 5th slot in every pack, and they will still be All-Foil, but with the added enjoyment of being a player’s first crack at some special cards, including the very first Yu-Gi-Oh! TCG extended art cards.
Just like the previous four Rarity Collections, Rarity Collection 5 revolves around an approximately 80-card set that’s full of today’s hottest tournament-level cards plus some old favourites. From Chaos Angel and Kashtira Fenrir to Number C104: Umbral Horror Masquerade and Mementoal Tecuhtlica – Combined Creation and many more, this is the best chance players will have at getting today’s meta-relevant cards for their decks.
In each five-card pack, four slots pull from the main card pool in a variety of rarities such as the normal Super, Ultra and Secret Rares, to Starlight, Platinum Secret and the distinct Prismatic-style Ultimate & Collector’s Rares found only in Rarity Collection sets.
Like Quarter Century Bonanza & Quarter Century Stampede, the fifth card in each pack comes from a different card pool than the rest but, this time, each fifth card is one of dozens
Together, the range reflects Vivid Goliath’s commitment to combining heritage, innovation and high-impact entertainment — ensuring the category remains vibrant, engaging and commercially strong.
Most Rarity Collection 5 variant art cards have little catch phrases players might use in a messaging app; some are in English and some in Japanese. Plus, the card arts have been adjusted with new backgrounds, highlights, added elements and zoom-ins, meaning players won’t be finding cards quite like this anywhere except Rarity Collection 5.
Rarity Collection 5 also brings the first ever appearance of Extended Art Cards in the Yu-Gi-Oh! TCG. 10 popular fan favourites will be revamped with extended art going top-to-bottom and side-to-side on the card, including cards like Red-Eyes Dark Dragoon, Kurikara Divincarnate, Super Polymerization and Dominus Purge. These 10 extended art cards will be mixed in with the 58 other variant art cards that appear in the fifth card slots.
Rarity Collection 5 is scheduled to launch in the UK and Europe on 9th April 2026. For more details, contact Konami using the contact details above.
Orchard Toys’ award-winning line-up of educational games and jigsaws is loved by parents, teachers and children, making them a must-have sales opportunity for retailers.
Renowned for thoughtfully designed, easy-to-learn, fun gameplay, Orchard Toys’ products are made for little hands and busy parents, combining lasting quality with genuine learning value. They captivate children and appeal to parents and gift buyers with their affordable price points.
New to Orchard Toys’ lineup of best-selling games for 2026 is Five Little Ducks, a fun first counting board game based on the popular nursery rhyme Five Little Ducks. With easy-tounderstand gameplay, it also introduces pre-school children to turn taking, social skills and colour matching as each duck family is dressed in different bright colours. Featuring chunky game pieces, children will enjoy collecting their duck family as they count all their little ducks back. This product is suitable for children aged 3+.
For younger players from 2+, Tractor Tractor is a new, first matching, and simple early memory game, where the aim of the game is to find pairs of colourful tractors. There are 28 chunky cards featuring bright-coloured tractors that are easily driven by recognisable friendly farm characters, from pigs to sheep, ducks and farmers. The game also encourages colour recognition skills and turn taking.
New in puzzles is Fairytale Castle, a colourful, 75-piece, shaped floor puzzle, featuring illustrations of children’s favourite fairytale characters, including kings, queens, knights, fairies, mermaids, unicorns and dragons. The puzzle pieces are made to withstand the rigours of child play, using thick, durable high-quality card. The puzzle set also comes with a full-size poster and learning guide to encourage observation and further discussion. For children aged 4+.
Launched in 2023, best-seller Farmyard Families is a first matching and posting game, and great introduction to turn taking. It features 30 chunky cards, ideal for little hands, and helps pre-schoolers develop their matching and memory skills as they match the friendly farm animals to their babies and post them into the 3D barn posting box. Players are also encouraged to make the noise of the animals. For younger players, it can be played as a simple pairs game. With four different ways to play, this game progresses with children as they further their development and is suitable for children aged two and above.
For slightly older children aged 5-9, What’s the Time, Mr. Wolf? is a great board game, offering two levels of play. Fun and educational, it develops analogue and digital time telling skills. Children race their character around the board, matching the times to the central clock but they must watch out for the hungry wolf.
To help increase brand presence in store, Orchard Toys offers high-impact POS, including hanging banners, shelf strips and floor stickers. To strengthen online offerings, Orchard Toys also provides a wide range of high-quality product photography and video assets.
For more information, contact Orchard Toys using the contact details above.
Cheatwell Games celebrates its 40th year in business with a fresh and varied line-up.
Cat Earth is the company’s most original game to be launched this year. With its offbeat and feline-dominated flat-earth world, the game delivers light strategy and quirky storytelling that will appeal to those who enjoy characterful games.
In the game Buzz Word, players try to guess the answer to 10 clues, each of which contains the Buzz Word. The more they guess, the more they score and, with hundreds of words and thousands of clues, this makes it the ideal fast-talking, shout-it-out party game.
Who Would You Choose to Save the World? is packed full of scenarios designed to spark instant discussion and laughter. From packing a parachute to riding a mechanical bull, the challenges are wild and the celebrity lineup is even wilder. Players choose celebrities they think might help solve the problem, then take turns eliminating the least suited, arguing over the best of the rest to see who survives. If a player’s pick is the last celebrity standing, they win.
Guesstimation is the game that proves how entertaining it can be to guess – boldly and often hopelessly incorrectly – at a series of weird and wonderful questions. It remains a guaranteed conversation-starter and the ideal addition to any social gathering.
Also from Cheatwell, FOMO Games are pint-sized party games that are quick to learn, fast to play and guaranteed to spark lively table talk. Available as single game titles or as a mixed selection, they are ideal for any party, family gathering or night in.
Cheatwell’s Opoly range will also expand following the success of Golf-Opoly. A new Darts-themed edition is arriving later this year, promising to hit the mark with sports fans and casual players.
Cheatwell will also launch its very own Farkle game, bringing the classic dice challenge to a new audience with vibrant packaging and easy-to-grasp rules. Alongside it, Cheatwell is introducing a refreshed offering of classics such as chess, backgammon and cribbage. These are all beautifully presented and designed to serve both newcomers and long-time enthusiasts.
Beyond board games, Cheatwell has a new selection of Cobble Hill puzzles, including a wide variety of illustrated 1,000-piece and 500-piece designs. These high-quality puzzles will appeal to both collectors and casual puzzlers.
New images have also been added to the World’s Smallest Jigsaws range. Each puzzle comprises 1,000 pieces but is just A3 in size, proving them to be challenging and collectible.
For more information, please contact Cheatwell using the contact details above. UK sales enquiries should be directed towards Steve Asbey while international sales enquiries should be directed towards Sarah Winter.
Continuing the trend started in Q1 at London Toy Fair, the new Hachette Boardgames releases include a variety of new games and expansions for top-selling titles.
Hachette Boardgames has recently released Bella Vista, a city-building game from Studio H that was co-designed by the acclaimed Bruno Cathala. This 2-4-player game features the stellar production value consumers have become accustomed to from Studio H and provides a fun-bidding, area control experience that works great at all player counts.
Another important release from Studio H is the Cyclades: Legendary Edition expansion, Cyclades: Maelstrom. Adding more creatures and heroes, players can choose between the standee version or the deluxe version which contains high-quality miniatures.
From Gigamic, the newest addition to the wooden abstract line, Qomet, channels the timeless appeal of classics like Nine Men’s Morris. In this refined two-player strategy game, opponents race to form a square with their star-shaped pieces. Retailers familiar with the strength of Gigamic titles will be impressed by this latest entry.
Fans of Akropolis can now also challenge themselves with Akropolis: Pantheon, the second expansion to the acclaimed tile-laying game. Pantheon introduces a co-operative mode that adds new strategies while remaining accessible.
A highlight of the year for Hachette so far is its partnership with PlayPunk, bringing the international hit Captain Flip, its Isla Bomba expansion, the winner of the As d’Or Best Intermediate Game award, Zenith, and its expansion Secret Agents into the Hachette portfolio. Both games, as well as their expansions, will be available for demo at all the upcoming events Hachette is attending.
Looking ahead, Hachette’s card game lineup shines with three new small box games that offer strong shelf and table appeal as well as broad potential for families and gamers alike.
Snake Charmers, from Edition Spielwiese, is a bluffing and deduction game from the famous Brand family that is sure to entertain. Omens, from Spiral Editions, is a limitedcommunication trick-taking team game with gold-detailed tarot-style cards and, from the newly rebranded Kodama Games (previously Lumberjack Studios), Moustache is a fast, colourful trick-taking game in which teams change and rules evolve every round.
As a larger box game, Mythologies from Super Meeple is a richly illustrated and thoroughly researched tableau-builder in which players develop mythologies. With its distinctive drafting mechanism and a brisk playtime of only 10 minutes per player, Mythologies promises high engagement with low downtime.
Also from Sorry We Are French, and William Attia, renowned designer of Caylus, Greylune comes a strategic worker placement game that reimplements the 2013 Spyrium, now set in a medieval fantasy world.
Hachette Boardgames UK invites all UKGE attendees to visit stand 2-416 to view these titles, as well as many others from their 2026 portfolio between the 29th – 31st May. Jumbo Group 0161 428 9111 | salesuk@jumboplay.com
This year, there will be two exciting milestones from Jumbo: the launch of Wasgij Junior jigsaws and the 50th anniversary of Falcon.
Designed to spark imagination in younger puzzlers, Wasgij Junior brings the Wasgij concept to a new audience. Unlike traditional jigsaws, Wasgij Junior invites puzzlers to think beyond the picture on the box, piecing together what happens next rather than simply copying what they see. The Junior range adapts this clever twist for children 8+, encouraging creative thinking, storytelling and problemsolving in a fun, accessible way.
Iced Screams, Popcorn Power-ups and Enchanted Encounters launched in January with bright illustrations and age-appropriate piece counts, making Wasgij Junior an ideal introduction to puzzles that challenge the mind.
While Wasgij Junior looks firmly to the future, Falcon offers a moment to reflect on an extraordinary legacy. Celebrating its 50th anniversary this year, Falcon has become synonymous with high-quality, beautifully illustrated jigsaw puzzles that capture nostalgic scenes, everyday moments and timeless landscapes. For five decades, the brand has delighted puzzlers with its distinctive artwork and premium feel, earning a loyal following across generations.
To mark this golden milestone, Falcon’s anniversary celebrations shine a spotlight on what has made the brand so enduring: attention to detail, craftsmanship and a deep understanding of what puzzlers love. Falcon puzzles continue to offer a moment of calm, connection and satisfaction, values that feel more relevant than ever.
Together, the launch of Wasgij Junior and Falcon’s 50th anniversary tell a powerful story about the evolution of puzzles. They highlight how the category continues to innovate while respecting its roots, appealing to new audiences without losing sight of long-standing fans. For retailers, these milestones present a timely opportunity to engage families, collectors and lifelong puzzlers alike, celebrating both playful imagination and trusted tradition.
For more information, please contact the Jumbo Group using the contact details above.
AW 2026 Launch backed with dedicated multi-channel marketing campaign
Games & Puzzles
Disney Lorcana
01869 363 830 | www.ravensburger.com
Disney Lorcana TCG Set 12: Wilds Unknown will arrive in stores next month and is the brand’s first collection to feature characters and themes from Pixar, including Toy Story, The Incredibles and Brave.
The set also introduces Prerelease packs for the first time, which are in addition to the existing Organised Play (OP) kits. The new packs are designed to support the expanding community of local games stores across the UK, allowing Disney Lorcana fans to get their hands on booster packs early.
The random Traveler promo card included in the packs is a fun surprise as there are six in total that players could pull. Plus, the included postcard gives players a peek into the fun and danger that awaits in the jungle-adjacent Wilderknot, Torchlight Peaks and The Great Empty Sea.
Also featuring for the first time as part of the Set 12 release are new 2-player Starter Sets which are launching on the back of widespread fan and player feedback as to the appeal of dual player product options. Showcasing a host of fan favourite characters, the set includes two ready-to-play decks, quick start rules guide, two deck boxes and lore trackers as well as damage counters. The set also provides everything players need to start their Disney Lorcana adventure, with easy-to-learn mechanics that offer the ideal play format to recruit and engage TCG fans.
Alongside this, set 12 core products include a Booster display box, offering players and collectors an exciting unboxing and opening experience with 24 Disney Lorcana TCG: Wilds Unknown booster packs. Each box contains 288 cards and are ideal for discovering new cards, refining strategies, trading with friends and unleashing the power of players’ favourite characters.
Booster packs give both players the ability to customise their decks and discover their own gameplay strategies; collectors also benefit with the opportunity to build collections around favourite characters, movies or artists.
Lorcana fans are encouraged to discover new glimmers of characters, locations, items and actions in the Set 12 booster packs. A pack of 12 randomised cards contains six common cards, three uncommon cards, two rare (or higher rarity) cards and one foil card of random rarity.
The ultimate treasure for both collectors and players and a regular best-seller each set launch, the Illumineer’s Trove will also contain a full-art storage box with six card dividers to keep Disney Lorcana TCG cards safe and organised by ink. The Illumineer’s Trove includes eight booster packs and helps keep track of character and location damage with six themed dice. With the spin-dial counter, players will also never question how close they are to claiming a story star as it lets them easily track their progress toward victory.
The launch of Set 12 and the introduction of a host of new Pixar themes and characters is a real turning point for the brand. As a company, Ravensburger is constantly evolving and offering more support to the UK Hobby Store network, with regular changes to the existing OP kit integral to every Set launch and often as a direct response to store feedback. Developments include the upcoming prerelease packs with Wilds Unknown, and as hobby stores are the key driver for Disney Lorcana growth, Ravensburger is looking to involve them with even more activities as they move through 2026.
For more information on Disney Lorcana products, contact Ravensburger using the contact details above.
University Games
0207 254 01000 | www.university-games.co.uk
The best-selling Games and Puzzles range from University Games and Lagoon offers fun and entertainment for the whole family. Designed to bring people together, the extensive range caters for every stage and interest, from early years learning and engaging children’s licences through to timeless family classics and laugh-out-loud party games.
University Games’ best-selling family ranges are anchored by proven titles that continue to deliver. Family favourite Buying Time taps into the demand for accessible, high-replay social games, while the officially licensed Bullseye board game brings iconic TV nostalgia to the living room. Fast-paced word game Blurt! also remains popular for families who love quick thinking and big energy, while classic liar dice game Perudo offers strategic play and cross-generational appeal.
Adding further momentum is the launch of the Pundamental range. Created to capture the enduring popularity of puns and wordplay, this collection features compact, play-on-words card games packed with humour and personality, alongside two highly amusing 1,000-piece puzzles aptly named Authorful Puns and Cat-A-Pillar. Combining striking artwork with clever concepts, Pundamental brings a fresh twist to both the games and puzzles categories.
The children’s portfolio remains equally strong, driven by best-selling licensed properties that blend engaging gameplay with much-loved characters. The hugely popular Dog Man range continues to resonate with young readers, translating the energy of the books into captivating games and puzzles such as Twenty Thousand Fleas Under the Sea, Big Jim Begins Dice Game and the Hot Dog Card Game. The imaginative worlds created by Roald Dahl inspire lines that connect generations, including Matilda’s Extraordinary Challenges, Roald Dahl Find It Fast and the Swashboggling Storytelling Dice Game. Adding to the offering, The Adventures of Paddington Bear range arrives this summer with Dominoes, Spot the Difference, Find It Fast and the Sightseeing Adventure Board Game.
Educational lines also play an important role within the range. The National Geographic How Things Work build-and-play collection combines interactive fun with STEAM-based learning. With nine builds to choose from, including a Parachute Launcher, Racing Car and Blast Off Rocket, children can explore science and engineering concepts in an engaging, hands-on way.
Further new arrivals for 2026 include the introduction of Sports Pocket Dice and Licensed Football Club Pocket Dice, alongside the superfun Squeeze Popper range, including licensed Football Club Mascot Poppers. Pre-schoolers will also be introduced to extensions of the highly performing Learning Journey range, with the addition of both Peppa Pig and That’s Not My… games and puzzles.
For more information, contact University Games using the contact details above.
Golden Bear Toys’ brand, Bear Faced Games, brings a range of products designed to spark laughter, ignite friendly rivalry and keep the whole family coming back for one more round. This year, the brand has extended its line up to include some recognisable favourites.
Trending on TikTok with over a billion views, Golden Bear’s Hankman is a classic game brought to life with a wild west twist. Players pick their mystery word, take turns guessing letters and brace themselves. Every wrong guess adds a new piece of Hank and players must solve the word before he takes the plunge. This family favourite is quick, easy and likely to be a hit. Players can play it repeatedly and there’s a sneaky educational win woven into the fun, with players learning different spellings. With a strong shelf presence and appealing packaging, Hankman is affordable, attention grabbing and likely to be an instant hit at game night.
Bear Faced Games is also releasing KPop Demon Hunters Truth or Dare, a fastpaced, interactive party game inspired by the hit Netflix film. Players can answer truth questions or complete dares with the electronic Honesty Device, bringing fun to sleepovers as they blast Golden on repeat. With an instantly recognisable and everpopular licence behind it, this game brings new energy to the party games aisle.
In a new move for Golden Bear, the brand will also bring football into the world of games in a collaboration with global content creator SV2.
SV2’s Ultimate Baller is a high-energy football-themed challenge game which captures the fun, skills and banter that SV2’s fans know and love in one competitive game. Blending football skills, trivia and physical tasks across six categories, this game offers an accessible, family-friendly experience for anyone who loves football. With 5.5m subscribers and 1.4b views on YouTube, SV2 brings global reach and a captivated audience of football-mad fans who’ll be desperate to get their hands on the game.
Elsewhere from TikTok comes The Cup Challenge game. Players can recreate the viral challenges they see on socials at home with two family-friendly games for double the fun and replay value. Game number one is all about matching the cups in the fastest time while game number two is for guessing the drinks. With quick set-up and easy rules, players can play anywhere at any time. Plus, reusable cups and endless rounds give great value and sustainable fun for all ages.
For more information on the products being released by Bear Faced Games, contact Golden Bear using the contact details above.
Thames & Kosmos
01580 212 000 | www.thamesandkosmos.co.uk
Thames & Kosmos has a roster of new games & puzzles releasing throughout 2026, with releases coming from both Kosmos and Devir covering abstract, Euro and cardbased games.
The upcoming Orloj: The Prague Astronomical Clock has been on the wish lists of many board game fans and will finally be available in the UK in March. The game sees players take on the role of a master builder and place workers on the clock’s dial to gain resources to complete the Medieval clock. This is a complex Euro game and is for ages 14 and over.
Also coming from Devir around the same time is Ace of Spades, an action-packed card slinging solo to 2-player card game. This is available alongside the Call of the Zombie expansion pack which is set in a futuristic American West-themed world with comic book style artwork throughout.
Debuting and launching at the UK Games Expo, there is also Temple Twist from Kosmos, an action-packed co-operative game that’s fun for the whole family. The game combines hands-on action with a first-of-its-kind 3D maze gameboard that changes as players continue to play. Temple Twist is suitable for players aged eight and over.
Also seeing its release at UK Games Expo is Berlin 1960 from Devir. This game is set during the Cold War and sees players being either from the CIA or KGB in a gameplay of hidden roles. Throughout the game, players use various powers to try and identify their fellow agents and hinder their rivals’ investigations and communications. Every action matters in Berlin 1960, and the signals players send to their allies might be misinterpreted. Berlin 1960 is for ages 14 and over and 4-8 players.
The ever-popular The Gang from Kosmos will also be getting an expansion in June, allowing up to 10 players to partake in the co-operative poker-based card game to pull off the heist of the century. Suitable for players aged 10 and over, the 7-10 player expansion comes with Exit Chips that can simplify the game for 5-6 players.
Lastly, Birds from Kosmos is a new card-based game where players compete to become the most successful conservator of threatened birds. Players do this by protecting birds from modern threats whilst building a strong avian portfolio that improves their chances of survival and is inspired by the seven wonders of birdlife. Suitable for players aged 10 and over, Birds can be played by up to four players with games typically lasting 20 minutes. This game will be available in June.
This is just a small selection of games coming from Thames & Kosmos in 2026 and there is many more to follow from both Kosmos and Devir.
For more information, contact Thames & Kosmos using the contact details above.
Cheatwell Games celebrates its fortieth year in business with a fresh and varied lineup that reflects our commitment to delivering high-quality games that are easy to learn, fun to play and packed with personality. This year’s range blends refreshed favourites with imaginative new concepts, offering something for families and casual players alike.
Games & Puzzles
Ravensburger
01869 363 830 | www.ravensburger.com
Ravensburger strengthens its game and puzzles portfolio in 2026 with new introductions across licensed and non-licensed ranges. Among the headlines for the year are the much-anticipated 40,000-piece Pokémon puzzle and a range of highly giftable puzzles based on Rebecca Yarros’ globally best-selling Fourth Wing romantasy series. The company also celebrates 40 years of its Labyrinth board game.
Fans of Diddly Squat Farm will welcome the addition of a puzzle offering from Ravensburger coming this summer. The range includes 100XXL children’s 2D, and 500 and 1000-piece formats for adult puzzlers. Illustrated by local artists, the images capture the hilarious goings-on at the farm and farm shop.
For book lovers, there will be the launch of the romantasy series of 500-piece puzzles coming later this year. Rebecca Yarros’ Empyrean Series is the inspiration for this collection of three deluxe puzzles. Presented in foiled, book-style packaging, the jigsaws depict the action from global bestsellers Fourth Wing, Iron Flame and Onyx Storm. Each is presented with a themed bookmark linking to their literary roots.
For a puzzle snack, Ravensburger adds a series of 100-piece puzzles complete with mini easels to its lineup. The line features a range of bold, kawaii images and are ideal for collecting. There are six available at launch, as well as two gift-set options comprising a set of three puzzles and an easel.
Ravensburger will also be celebrating the 30th anniversary of Pokémon through its puzzles. The company is set to launch a 40,000 puzzle in the second half, depicting a series of 10 character scenes. The puzzle is already hotly anticipated by puzzlers across the world.
Best-selling puzzle series My Haven and Ray’s Comic Series will also welcome new additions this year, including a first festive scene for My Haven based on the Cosy Shed image much loved by puzzlers. A new Puzzle Advent Calendar titled Christmas At Home by UK artist Claire Wilson will also be released and include 24 contemporary 56-piece puzzles.
In 3D puzzles, Ravensburger’s popular puzzle ball collection sees the addition of nightlights, adding a soothing glow to the finished display piece. A new collection of 3D puzzle vases also turns a relaxing activity into a practical and stylish vase, complete with waterproof liner suitable to hold freshly cut flowers. The puzzle vases were highlighted as a Hero Toy product at Toy Fair, and there will be five designs available at launch.
The company’s Disney Stitch 3D Puzzle Ball With Ears remains a consistent best-seller and this offering grows in 2026. Among the new 3D puzzle launches is a Pikachu with Ears set to launch later this year.
It’s also a big year ahead for Labyrinth, Ravensburger’s classic game of moving mazes. It’s 40 years since the family game was first introduced and today this much-loved game has achieved over 30m sales. A winning combination set for launch later this year comes with the Carcassonne Labyrinth, bringing together two globally popular games for a different gameplay experience. Fans of the moving maze game will also look forward to Labyrinth Chronicles, the deluxe anniversary edition predicted to be the ultimate edition for Labyrinth fans and experienced tabletop gamers.
The bright lights of casino land are the setting for Las Vegas, a new game for the Ravensburger games portfolio. In this dice game, players will try their luck to win the most cash as they
COMBINES THE FUN, SKILLS AND BANTER OF FOOTBALL CONTENT CREATOR SV2 DIRECT TO YOU
Games & Puzzles
Epoch Making Toys
0208 049 1377
| sales@epochmakingtoys.com
Epoch Games, a division of Epoch Making Toys, is excited to be welcoming a host of new and popular licences throughout 2026. The division has further expansions to its popular Super Mario range and the introduction of puzzles to its portfolio.
Launching this month to coincide with the release of The Super Mario Galaxy Movie are three new Super Mario Galaxy Movie Games.
In the Battle Pinball Galaxy Game, players must use the controllers to move the flippers and hit the balls, defeating the enemies by sending them flying. In the Spin n Match Game, players pick a card from the pack, push the button to spin Mario along with the board itself, and if it successfully stops on the same character, they get to keep the card. The first to four cards wins.
Featuring collectible figures from The Super Mario Galaxy Movie, in the Balancing Galaxy Stage players must spin the spinner to decide how many character pieces to put on the stage, being careful not to shake the stage and make Mario and his friends fall off.
Recently launched is the Super Mario Micro Games series. Suitable for play on-the-go and available at pocket money prices, the handheld arcade-style games offer a variety of play patterns with multiple games to collect in each series. These include the Jump & Seesaw Series, Skill Shot Series, the Marble Maze Series and the Micro Game World Series with collectible figures. Fans can collect all six mystery boxes to create a Super Mario scene including Goomba, Green Pipes and more. The figures can also be used in other Super Mario games featuring the Epoch Link System.
Also new for spring is the Kirby Ice Cream Tower which is a fun balancing game where players must stack the ice cream scoops without the tower toppling. There is also the Kirby Hover Strike, a tabletop air hockey game in which players use the puck to hit Kirby as he glides on a cushion of air towards target items trying to knock over the invincible candy and other items.
Autumn will see Epoch debut its first collection of puzzles. The collection will feature popular licences such as Naruto Shippuden, Demon Slayer, One Piece, Stranger Things and Sylvanian Families and the small pieces offer a greater challenge for slightly older audiences. Each puzzle also includes glue so they can become a display piece once completed. Further new licences, including several popular anime brands, will be joining the Epoch Games portfolio later this year. For more information or sales enquiries, contact Epoch Making Toys using the contact details above.
Gibsons Games
020
Gibsons Games is set to launch two feline-themed titles called Take Cat and Categories, with its first major consumer showcase taking place at UK Games Expo (UKGE) at the end of May. Visitors to the UKGE stand will be able to trial the new games and collect exclusive cat-themed pin badges created especially for the event. Take Cat is a game which brings a mischievous twist inspired by the feel of Rummy but packed with personality. Players can race to match their cats while keeping a close eye on their opponents. Those holding a highernumbered cat can steal from another player in a gameplay promising to be fast as well as competitive. Also launching this summer is Not Mushroom, a tense dexterity challenge where every move counts. With a steady hand, a pair of tweezers and a bit of nerve, players compete to build the tallest fungi structures. There’s no room for error as, with one wobble, a player’s tiny toadstool tower could come tumbling down.
Completing the lineup of new games this summer are two additions to Gibsons’ classic games collection in collaboration with fellow family business The Art File. A stunning edition of Cribbage, and a beautiful Mahjong set, featuring wooden tiles and tile racks, join the existing range of best-sellers in July.
Gibsons is also expanding its renowned puzzle collection with 11 new jigsaws launching in April, including The Lake District by Richard Macneil and Fishermen at Robin Hood’s Bay by Dominic Davison. There are plenty of cats to be found in the puzzle collection too, with new offerings from fan-favourite artists Kate Mawdsley and Debbie Cook. Each puzzle is crafted from the thickest board to ensure a premium feel and a satisfying fit. Proudly made in the UK and Europe and illustrated by talented artists, all Gibsons puzzles are packaged in paper bags to reduce single-use plastic and minimise environmental impact.
As a certified B Corp and winner of the King’s Award for Enterprise in Sustainable Development, Gibsons continues to champion responsible production while celebrating over 100 years of familyrun heritage.
This spring’s launches capture everything Gibsons loves: joyful gameplay, beautiful design and products made to be treasured. Through introducing these five new games and a fresh collection of puzzles, the brand aims to reflect its commitment to quality and sustainability.
Games & Puzzles
Jazwares
020 3598 5119 |
www.jazwares.com
Jazwares is releasing four brand new titles designed to spark laughter, competition and chaos. From fast-paced card games and energetic pre-school products to wordy challenges and a cheeky licensed party game, the company’s latest lineup aims to deliver something for every table.
First up is Pooch on the Loose, created by the team at Seven Towns and aimed squarely at younger players aged 5+. This lively chase-style board game sends children racing around the board as playful pups, collecting tasty treats along the way. Yet, as the children collect their treats, a pair of sneaky feline Park Purrtrollers are on patrol, ready to scoop up unsuspecting pups in their net and swipe those hardearned snacks. The goal is simple: players must make it home safely with three bones before the cats catch them.
Also arriving is Banana Panic, a fast-flipping card game that leans into quick thinking, lightning reflexes and a splash of strategy. Designed for ages 7+, the game promises rapid rounds that will have players reacting in a flash and trying to be the first to shout “peel out” once all cards are gone. Compact, energetic and endlessly replayable, Banana Panic looks set to become a go-to for family game nights, parties and social icebreakers.
Finally, Jazwares is bringing reality-TV drama to the tabletop with Love Island: Villa Life, inspired by the hit series Love Island. Designed for ages 17+, the game invites players to couple up, tackle challenges and rack up heat to become the hottest islander in the villa. Players should expect alliances, betrayals and laughter as they face the ultimate question: are they here for love or here to play the game?
Through these new releases, Jazwares has taken the time to study the category, digging into every facet of the business, from mechanics and price points to packaging, branding and rule sheets. Multigenerational play and licensing are core aspects at Jazwares and players will see that reflected in the titles the brand his developed.
For more information on these product releases, contact Jazwares using the contact details above.
Eolo
www.eolo.com | sales@eolohk.com
Eolo enters the board game space by bringing the energy of digital gaming without expensive hardware, controllers or complicated setups.
The result is Fliparty, a brand-new social party game that blends a physical card game with augmented reality challenges and instantly turns any living room into a live, laugh-out-loud interactive experience.
At a time when both kids and adults spend more time in front of screens than ever, Fliparty teaches players that if they’re going to use a screen, they might as well be moving, laughing and playing together. The game combines the unpredictability of a card game with the excitement of AR gameplay as teams compete in fast, hilarious challenges triggered by game cards. From there, opponents can throw in surprise tricks and obstacles that instantly change the outcome of the round.
Fliparty players can download the Fliparty app, connect their phone to the TV and place it on its stand. From then, the living room becomes a stage, with players showing a card to the camera and an AR challenge instantly launching on screen. Those playing become the controller as they jump, dodge, balance, react and sometimes even get a full workout in the process. Some challenges are so physical that they turn into a real burst of activity, transforming the living room into a playful mini arena where everyone is moving, cheering and laughing together.
All the technology behind Fliparty has been developed entirely in-house by Eolo’s own video game studio, CuiCui Studios, creating a seamless bridge between physical play and digital interaction.
The game supports up to 10 players, making sure everyone gets involved, whether competing, cheering or plotting the next move.
By combining physical play with digital immersion, Eolo introduces a new format that reimagines what a party game can be: social, active, unpredictable and fun. The game delivers a complete party experience straight out of the box and it’s quick to set up, easy to understand and designed to get people moving.
For more information on Fliparty, contact Eolo using the contact details above.
One For Fun is adding line extensions to the highly popular Muddle Puzzle range and introducing The Metallic Muddle Puzzle Triple Pack which is ideal for puzzle lovers who like a challenge.
The new pack includes three metallic pieces, each with its own distinct design and difficulty level. The first puzzle is a 3x3 cube which requires careful planning and strategy to solve while the second puzzle is a star infinity puzzle that is more complex and requires a bit more patience to complete. Finally, the third puzzle is a hexagon puzzle, which is perhaps the most challenging of them all.
The Metallic Muddle Puzzle is offered as a single item: the classic 3x3 cube with metallic colours on each side or, for on the go play, it is also offered as a more compact version in the form of a Metallic Muddle Puzzle keyring.
These newer items complement the existing range which includes the Muddle Puzzle Space Polygon, The Muddle Puzzle Star, Double Muddle Puzzle and Mini Muddle Puzzle.
The existing Space Polygon is an infinite puzzle that can be opened, turned and twisted, creating various shapes to show off different space scenes as players move around the puzzle. Similarly, The Muddle Puzzle Star starts as a star shape and evolves, featuring different colour patterns on each side in a design made mostly from paper and card. For products presenting even more of a challenge there is also the Double Muddle Puzzle and Mini Muddle Puzzle which are ideal, especially when players are on-the-go.
There are also lots of fidget toys that complement the existing Muddle Puzzle range. For example, there is an updated version of the classic Puzzle Fiddle Square, featuring nine squares and different colours and designs. This new version has been re-imagined in a way that creates a new challenge but keeps the same amount of play value. Available in rainbow and solid colour versions, the product encourages players to shuffle and sort the puzzle, so the same matching colours appear on each side. This version is available in both mini and double versions.
Alongside the Muddle Puzzle products, the award-winning frantic wind-up clock game, Time Shock, continues to be a best-seller. In Time Shock, differently 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.
Also from One For Fun is the new Time Pop Light up Pushpopper game with five different game plays as well as a range of classic games such as marbles, snakes and ladders, chess, draughts, dominoes and everything else in between.
For more information, contact One For Fun using the contact details above.
John Adams Leisure
01480 414 361 | sales@johnadams.co.uk
John Adams Leisure has a great lineup of games for the whole family, offering big laughs, simple gameplay and well-loved brands for kids and fans of classic games.
Risk It for a Biscuit is the new easy-to-play family party game where players pass giant, squishy-scented biscuits using only their body. Players must pick a challenge card, match it with a random body part card and race their way to victory. This party game is easy to learn, wildly funny and ideal for any group.
Soggy Doggy is back with a fresh new look for its 10th anniversary. Players can race around the board and hope Soggy Doggy doesn’t shake on their turn. If he does, it’s back to the start. Bluey fans are will also be included in the fun, with the new Bluey Splash Time Game featuring water-based surprises and the instantly recognisable Bluey character in her bath. This game is set to be a must-have for young families.
Silly Sausage will also return with updated packaging, and the same addictive, reaction play that has sold over a million units worldwide. Players can twist, shake and stretch the sausage as quickly as they can to follow the commands.
Alongside this, Total Action Football has a brand-new look for World Cup year, with improved power-strike action and fresh packaging. This strong evergreen performer is well positioned to benefit from the surge in football fever this summer.
Crime lovers can step into the world of Midsomer Murders with the new official board game. Players can investigate cases while uncovering clues, interviewing suspects and piecing together evidence using the game’s clue revealer. This game is ideal for families and adult players who are fans of the show and love easy-to-play deduction games.
The Race Across the World board game will also bring home the excitement of the hit BBC show and it comes with brand-new maps and a large double-sided game board for 2026. It’s a strong pick-up item for fans of the show and family game nights.
The Aura Editions of Monopoly and Scrabble give grown-up games nights a glow up for players who love style and substance. Each Aura game includes a shimmering glass board, iridescent details and translucent game pieces that elevate each classic game into a talking piece to proudly play and display.
All key new launches will be supported by integrated marketing activity across digital, PR, influencer partnerships and social media, ensuring maximum visibility and strong engagement throughout peak season. For more information, contact John Adams Leisure using the contact details above.
Trends UK has something for all puzzlers, parties and families with its next generation brainteaser puzzles from Slida and the new suspense game Drench.
In the fun, suspense-filled game of Drench, a drink can is filled with water. The game begins with the roll of the dice, which determines the number of shakes and whether the player keeps, skips or picks another to take their turn. Then the can is shaken, and the tab is pulled. It could go off at any time but the last to stay dry wins.
There is also Slida Sphere, the sequential interlocking 3D puzzle with pieces that players can slide and interlock in the correct sequence. This affordable, palm-sized puzzle is great for on-the-go puzzling.
For more information on these products, contact Trends UK using the contact details above. Tomy
Tomy is known for its strong portfolio of family and party games and this autumn/winter it will be unveiling an exciting lineup of licensed titles, high-energy party games and reimagined classics to inspire repeat play.
Following a new licensing agreement with All3Media International, Tomy is launching two new titles for The Traitors for autumn/winter 2026. The UK second edition of The Traitors Board Game will be refreshed with six brand-new adventures, challenging players to use strategy, bluffing and deduction to uncover the hidden Traitor.
The action continues with One Night of The Traitors, a standalone, event night experience featuring high-energy missions, deception and dramatic reveals, culminating in a final vote using the game’s distinctive convertible vote box that is ideal for parties or game nights.
Beyond licensed titles, Tomy’s autumn/winter lineup also features tactile, high-energy games designed for instant shelf appeal. Splatterbrain, launching in August, is a game of goo and giggles where players reach into a slimy zombie head to retrieve face and body parts across three play modes, combining sensory fun with silly surprises for laugh-out-loud gameplay. Donut Dunk lets players toss, match and dunk their way to victory in a fast-paced electronic card game, matching frosting colours and dunking cards on an electric flashing donut. With quick rounds and escalating pressure, it’s ideal for parties, family nights and repeat play.
Adding a fresh twist to the much-loved Articulate! brand, Articulate! Under Pressure features an electronic game unit with lights, sound effects and a voice-led personality that reacts as players engage with it. The game also challenges players across three modes - Classic, Take a Hint, and Head-to-Head - delivering intensity and excitement in every round.
For more information on these autumn/winter releases, contact Tomy using the contact details above.
Games & Puzzles
Smart Toys and Games
0190 388 5669 | uk@smart.be
Smart Toys and Games has started rolling out its highly anticipated spring 2026 launches. As the worldwide leader in multi-level logic games, Smart Games continues to deliver innovative puzzles that challenge and engage players of all ages. Renowned for designing distinct single-player experiences, the brand’s latest releases promise exciting themes, clever mechanics and brain-teasing fun for families.
Leading the line-up is the brand-new one-player puzzle game Hansel & Gretel. Recently named one of Toy Fair’s Hero Toy winners for 2026, this vibrant fairytale-inspired game is already tipped to be a best-seller. The game is based on the classic story, with players helping Hansel and Gretel escape the haunted gingerbread house and find their way through the candy-covered garden before the wicked witch catches them. Designed for ages 5+, the game encourages logical thinking, spatial insight and problem solving while delivering hours of engaging play. It also has 60 different challenges that gradually increase in difficulty, allowing children to work through the levels at their own pace and tell the story in their own words using the illustrative picture story book.
Also launching this spring is Take Off, a compact puzzle game that challenges players aged 5+ to position every plane in the correct spot and fly on course. With 60 increasingly tricky challenges to solve, players must carefully consider both placement and orientation to ensure every aircraft fits perfectly.
Another highlight for the season is the expansion of Smart Toys and Games’ hugely popular IQ range. These pocket-sized brainteasers have become a staple for puzzle lovers, and the latest additions, IQ Quub and IQ Flow, bring fresh twists to the best-selling series.
In IQ Quub, players can puzzle in both 2D and 3D. Designed for ages 6+, this clever 2-in-1 brainteaser challenges players to place the colourful puzzle pieces onto the board to match the picture shown in the challenge and then fit the remaining pieces onto the grid. Once the 2D puzzles are solved, the challenge continues as players transform the pieces into a 3D cube. With 120 challenges across five levels of difficulty, this compact game offers an engaging and satisfying experience for both children and adults.
Meanwhile, IQ Flow introduces a brand-new mechanic to the series. Featuring 120 challenges, the solo puzzle tasks players aged 7+ with filling the grid by sliding pieces from the edges into place. The twist is that the pieces cannot be lifted, meaning players must carefully plan each move and go with the flow to reach the correct solution.
Alongside these launches, Smart Toys and Games is also welcoming Recent Toys to its portfolio. Known for crafting intelligent brainteasers and hands-on puzzles, Recent Toys’ products are designed to challenge even the brightest minds. Its range appeals to players aged 8+ through to adults, making it particularly attractive to the growing kidult market. The collection also includes a variety of distinctive puzzle ranges, such as the Recent Toys collection of innovative brainteasers and novelties, Constantin’s beautifully designed mechanical puzzles, Meffert’s renowned twisty puzzle cubes and Hanayama’s celebrated Huzzle puzzles that combine inspiration and logic to solve.
Also launching this spring is the Disney Crystal Gallery range which brings people’s favourite Disney characters to life one sparkling piece at a time. The collection includes Winnie the Pooh and Piglet, Mickey and Minnie Mouse, Toy Story's Woody, Frozen's Elsa and Olaf, Stitch and more. Users can build dazzling 3D figures using clear, interlocking puzzle pieces and no tools or glue is needed. They simply need to snap them together and transform the finished puzzle into a charming collectible display piece. This product is recommended for puzzlers aged 14+.
For more information on these new releases, contact Smart Toys and Games using the contact details above.
Educa Borras heads into 2026 with a strong focus on its core categories: board games and puzzles. Combining iconic gameplay with fresh licensed launches and an exciting variety of puzzle styles, the company continues to deliver engaging experiences for families, collectors and puzzle fans across the UK.
A true family favourite, Lynx remains one of Educa Borras’ most recognisable and fast-paced games. Built on quick thinking and sharp eyes, the game challenges players to race against each other to find matching images as quickly as possible. Simple to learn yet excitingly competitive, Lynx has been bringing generations around the table for years.
For 2026, the brand launches a new edition: Lynx Stitch – 150 Images. Featuring Disney’s hugely popular Stitch character, this colourful version adds a playful twist to the classic gameplay. With 150 images to spot, players must stay sharp and react quickly to win. It’s energetic, accessible and packed with repeat-play value, making it ideal for family game nights.
Educa Borras also continues to strengthen its reputation as a puzzle specialist, unveiling more than 120 new puzzle SKUs across its adult and children’s ranges for 2026.
This year’s collection celebrates variety and visual impact, featuring exclusive imagery, colourful illustrations and breathtaking photography designed to captivate puzzlers of all levels. From striking landscapes and artistic designs to pop culture themes, each puzzle offers an immersive experience.
For younger puzzlers, the children’s range features bright, colourful scenes and some of the most beloved children’s characters, creating fun and engaging puzzles that are easy to enjoy and rewarding to complete.
Highlights include the Pop Culture Challenge series, featuring 500-piece puzzles packed with 100 hidden references to iconic music and film moments, along with exciting licences such as Sanrio and the charming Capybara collection by Capyfun.
With iconic games, creative variety and world-class puzzle design, Educa Borras continues to deliver to UK families in 2026.
For further information, please contact International Sales Manager, Paul Monsegau, using the email above or visit the company website which is also listed above.
Games & Puzzles
Mattel
01628 500 000 | www.mattel.com
Mattel continues to strengthen its games portfolio in 2026 with exciting new additions across the No.1 traditional card game Uno, and the iconic word game Scrabble. The additions will be bringing fresh energy to family and friends game nights and tapping into cultural moments with adult fans.
Uno extensions offer something for everyone. For those who love a competitive twist, Liar’s Uno will shake up traditional gameplay. In this game, lying isn’t cheating, and players can bluff their way to victory. Yet, if they get caught out in their lies, players will have to face the consequences.
To mark the game’s launch, the Uno brand tapped into a defining cultural moment as the UK tuned in to the highly anticipated finale of The Traitors. As a reactive play, the campaign leaned into the nationwide conversation, using the themes of bluffing and betrayal to spotlight Liar’s Uno at exactly the right moment. More than 500 Digital Out-of-Home (OOH) placements lit up London, Liverpool, Manchester and Birmingham, supported by online display, targeting audiences engaging with The Traitors content. There was also creative built anticipation ahead of the finale, before reacting with updated OOH once the winner was announced. Tapping into cultural conversation, the campaign reached 18.6m people in just two weeks.
Uno continues to expand extensions and racing fans can now level up their game nights with the Uno Elite F1 Starter Pack Set, blending the fast-paced fun of Uuno with the high-octane world of Formula 1. The Booster Set allows players to expand their deck and enhance gameplay, adding collectability and even more competitive edge to every round.
Little ones can also join in the fun with Uno Junior Bluey, featuring simplified gameplay and favourite Bluey characters, making it the perfect introduction to the classic card game.
Meanwhile, Scrabble introduces a premium Scrabble Wood edition, offering the timeless word game in an elevated format. With its classic wooden design and refined finish, Scrabble continues to bring generations together through friendly competition and a love of words.
For more information on these new releases, contact Mattel using the contact details above.
Maison Battat
www.battatco.com | sales@battatco.com
Joining Maison Battat’s Games & Puzzles line-up this autumn/ winter is Arkitec 3D Build, a crafted collection of display-worthy coloured wood models designed for kidults and builders 12+.
Arkitec 3D Build is designed to be not just a puzzle, but a buildable work of art combining construction, problem-solving and artistic design into one satisfying hobby experience. The product uses both intricate engineering and artistic storytelling, making each creation a decorative piece to be treasured or gifted. With movement, lighting, effects and layered construction, the product offers a building experience that is immersive, relaxing and rewarding. Builders are encouraged to reconnect with their creativity through a tactile, screen-free experience which brings iconic landmarks and urban cityscapes to life.
Ideal for gifting, collecting or displaying, Arkitec 3D Build lets builders exercise their minds and celebrate famous places and memorable moments with models that feature movement and light, optimising the architectural design of the build. Each set features laser-cut MDF pieces in vibrant colours designed for easy assembly. Select builds are also enhanced with light or mechanical motion, adding an interactive dimension to the final display.
With this piece, builders can recreate their favourite moments and places in the finest of details, illuminating their pieces in day and evening lighting to show off the architecture of their builds.
Maison Battat remains open to a distributer partnership for this product in the UK and Ireland. For more information, please contact Maison Battat using the contact details above.
Big Potato Games’ Noodle Flip is the ultimate no-sweat lazy action game where the most important rule is to always play comfortably.
A lot of outdoor games can be a nightmare to carry around but not Noodle Flip. The game is travelfriendly and comes with a built-in handle so players can bring it to the beach, park, festivals and even to pass time in a long, boring queue.
In this semi-competitive lawn game, anyone can play, including young kids, students and grandparents. Players can dip in and out, or lock-in and play all day as the game is easy and only takes 10 seconds to learn.
In the game, Noodle Flip players take it in turns to flip their noodle and land it in the rings. If they get it in, they must hold their celebrations as the next player now has the chance to steal their points by landing theirs too. If the opponent manages to land their noodle, the first player no longer wins the ring.
Yet the game doesn’t end there. Noodle Flip loves karma, because now the player next to the
the ring.
The challenge will also increase as the players flip and win rings. As flips and wins occur, the
game wins.
For more information on Noodle Flip, contact Big Potato Games using the contact details above.
previous winner gets the same chance to steal it. Players can keep going around until someone misses and the last person to land the noodle wins
target gets smaller, but the points get bigger. The player with the most points at the end of the
newsanalysis
Orchard Toys announces distribution agreement with Stormin' Studios
Under a licensed manufacturing and marketing agreement, Stormin’ Studios will distribute Orchard Toys’ educational games and jigsaw puzzles across North America.
The initial launch will comprise 18 product lines, tripling Orchard Toys’ current availability in the US market. Stormin’ Studios will also support future product development and the introduction of brand extensions within the territory.
David Norman, CEO of Stormin’ Studios, said: “Orchard Toys is a leading pre-school games and puzzles brand in the UK and Australia, with a proven track record. We see significant potential for the brand in North America, and we will be focused on building strong retail partnerships from launch. Orchard Toys will be introduced to the trade at Spring Previews, and we have secured inventory of the best-selling lines for immediate shipment.”
Simon Newbery, Managing Director at Orchard Toys, said: “This agreement represents an important step in our international growth strategy. North America is a key market for Orchard Toys, and Stormin’ Studios will bring the local expertise, retail relationships and operational capability needed to scale the brand effectively. Combined with our proven product portfolio, we’re excited to build a sustainable and long-term presence across the US and Canada.”
For more information, contact the UK sales team on sales@orchardtoys.com or 01953 859 539.
Tabletop expertise at play
All About Games has spent the last five years using its extensive knowledge of the board game market to provide support to some of the industry’s tabletop gaming companies. To hear more about the company’s services and future plans, Toy World’s Chloe Thomas-Evans spoke to Philip Hatch, Head of Marketing & Events at All About Games.
Can you tell us about All About Games and your core mission within the toys and games industry?
All About Games is a professional service provider for the games industry, offering expert guidance and hands-on support to publishers, distributors, manufacturers and licensors.
Our goal is to help businesses to navigate the nuances of the board game industry and realise the potential that their products have in international markets. We do this by leveraging the experience and knowledge of our team and by using expertise that was built up at the top of the tabletop industry.
We work with companies of all sizes to help them establish a global presence in the growing, lucrative tabletop games market. Sometimes that means partnering with veteran tabletop designers and sometimes it means guiding toy or video game companies as they diversify into board games.
What services do you offer your partners and clients?
We are proud to have an incredibly collaborative approach at All About Games. We’re not simply an agency or consulting firm that replaces your own internal team. Instead, we act as an extension of your team, offering services that are built to provide hands-on, direct support when you need it most.
Our expertise isn’t tied to a single discipline or product type. We work across any and every category within the gaming and collectibles space, including - but not limited to - trading card games, role playing games, hobby games, family games, merchandise and memorabilia and more.
Excluding legal and tax advice, there’s really no part of a product life cycle which our team can’t assist and advise on. Whether it’s innovating at the manufacturing and packaging stage or securing distribution and localisation agreements for partners around the world, we’re able to help products launch successfully.
How does All About Games help brands increase visibility among key buyers, retailers and distributors?
Our sales and marketing teams work hand in hand to promote our partners’ products across North America, Europe and Asia. We also offer turnkey solutions for crowdfunding and events management, helping to generate demand at an end consumer level.
Whether it’s trade shows, consumer-facing conventions or something in between, our international events presence ensures that we’re regularly meeting with key decision makers at all levels of the supply chain.
That’s just the tip of the iceberg in terms of what we’re doing at events. We work with several large publishers, providing demo teams and experiential marketing opportunities at large events, as well as for grass roots activation on the high street or in shopping centres.
Looking ahead, how is All About Games looking to position itself as a strategic partner for innovation and growth within the toy and games sector?
There are a lot of agencies, freelance consultants and service providers out there, but at All About Games we offer an unmatched level of strategic oversight. Thanks to the wide range of services we offer, we’re often able to help our partners avoid common pitfalls and mistakes before they spot them.
Having specialist knowledge across multiple business functions means that we are always looking at the big picture for the companies we work with. Our goal is to help provide long-term, sustainable growth for our partners, so that we can keep working and thriving together for years to come.
Effectively, we are a one-stop shop for companies looking to access the tabletop gaming market. We encourage those wanting to learn more about us to get in touch by emailing info@aagc.games
UK LINE UP
Alice: Through The Looking Glass Kodama Games
Moustache Kodama Games
Omens Spiral Éditions
Qomet Gigamic
Captain Flip
Captain Flip: Isla Bomba expansion Play Punk
Zenith Zenith: Secret Agents Play Punk
Tag Team
Tag Team: Arthur’s Legacy Scorpion Masque
Mythologies
Super Meeple
Akropolis: Pantheon Gigamic Wispwood CGE
Shackleton Base: Below. Within. Above. Sorry We Are French
Cryptic Killers, the ever-growing murder mystery case file game from parent company LA Brands, hosted a special immersive event in Dudley, taking over The Workers’ Institute and Elephant and Castle Pub at the open-air Black Country Living Museum.
Attendees took part in a unique murder mystery around the grounds to celebrate the launch of Cryptic Killers’ first-ever licensed product – the Peaky Blinders Case File. It was a fitting location, seeing as the series was filmed in Charlie’s Yard at the museum.
Andy Hobbs, Director of LA Brands, opened the night with a speech, reminiscing on the history of the brand and looking to the future. “This licence is a huge moment for us,” he said, dressed for the occasion. “We already know the true potential of it. Tonight, this shows the beginning of what is possible. We want you to have some fun with a Cryptic Killers twist.”
The new Peaky Blinders Case File pulls fans into the heart of the popular show. In the file, a horse racing jockey has been found dead, and Tommy Shelby has been arrested for the murder. Players must sift through the clues and discover the real killer, navigating gangs, race fixing and more.
At the end of the night, after attendees grabbed their own case files and looked for clues to solve the murder of Billy Cartwright, Toy World sat down with Andy to get his thoughts on the launch: “This launch has exceeded everything that we thought. If you had asked me five or six years ago that we would be standing here with some of the biggest names in the industry, I would have laughed. Everyone has had a great night and it’s such a fitting venue; it feels like you’ve stepped back in time to the 1920’s. The museum has been unbelievable to work with.
“I’m looking forward to the official launch of Peaky Blinders. In a couple more weeks, it will launch in time with the film, and it’s already won a Hero Toy Award at Toy Fair in January. Kidult is on the rise and this taps into that market perfectly. We’ve seen the success this has had, and it will only continue to grow thanks to the fun it delivers.”
Asmodee hosts second Star Wars Unlimited influencer event
On Friday 6th March, Toy World’s Caroline Tonks and Mark Austin joined TCG influencers at Disney headquarters in London, hosted by Asmodee. The event gave the influencers a first look at the newest series of Star Wars Unlimited – A Lawless Time.
A Lawless Time is a set of firsts. It is the first set to feature multi-colour, multi-aspect cards; the first set to incorporate feedback directly from consumers, retailers and gameplay; the first set with combined input for both game designers and game developers; and the first set of the TCG’s new rotation.
This new series will also see a number of booster pack changes, with the goal to make booster packs more desirable for players in general. There will be no more black border foils; at least one Hyperspace and one Hyperspacefoil in every pack; non-foil Prestige cards can now appear in standard booster packs; and after A Lawless Time, rare bases will be moved from the rare slot to the base slot. There will also be several carbonite pack adjustments.
Hannah Mason, Asmodee’s Marketing Manager, gave a presentation to open the event and reveal what was in store, not only for the day, but what’s to come over the coming months, including the 2026 Galactic Championship, sector qualifiers, UK Games Expo, May the 4th celebrations and organised play events.
The special event merchandise was then passed out and the players eagerly ripped into their new 16-card boosters and pre-release packs to begin organising their decks for the afternoon’s tournaments. One of the influencers even pulled a rare showcase card, which was met with cheers of support from everyone in the room.
Later on in the afternoon, there was a special celebrity appearance from Genevieve O’Reilly, who played Mon Mothma in Rogue 1, Andor and Ahsoka. She had a line of admirers eager to get an autograph and picture, as well as a few minutes to chat with her about her time in the Star Wars universe.
When asked about her thoughts on the event and the new launch, Hannah Mason shared that it had all been fantastic: “There are more people here this time around and I think it is so good to get everyone together in this space and make sure we’re getting lots of fresh content and fun. It’s really nice for the influencers to get all of this content here and then be able to post and share it straight away.”
Opinion Etopia
Amazon advertising:
why toy brands need to think beyond Q4
Asha Bhalsod runs Etopia Consultancy, advising brands on their eCommerce strategy and how to grow their Amazon business. Here, she explains the importance of Amazon advertising and why toy brands should maximise its strategic capabilities.
For many toy brands, Amazon advertising still follows the same pattern every year. Budgets increase sharply in Q4, campaigns are switched on in earnest, and the expectation is that advertising will help capture Christmas demand. However, by that point, the real advantage has often already been decided.
Amazon is not simply a marketplace where demand appears and brands compete to capture it. It is a platform where visibility, ranking and relevance are built over time. The brands that perform best in peak trading periods are usually the ones that have been investing consistently throughout the year. Yet many toy businesses still treat Amazon advertising primarily as a seasonal tactic rather than a strategic growth lever.
Part of the issue is how Amazon itself is perceived inside organisations. It is often viewed as a bottom-funnel retail channel – a place where shoppers arrive with a clear intention, type in what they want and complete a purchase. In that model, advertising simply exists to ensure your product appears in the results. But the way people actually shop for toys on Amazon tells a very different story.
Unlike many consumer categories, toy purchases are rarely driven by a specific product search. Shoppers are
far more likely to browse by age, interest or occasion: “toys for 5-year-olds”, “STEM toys”, “birthday presents”, “best gifts for toddlers”. That behaviour means the majority of purchases begin with discovery rather than brand intent. This is where the real opportunity lies.
Amazon advertising is not just about capturing demand which already exists; it plays a critical role in shaping it. However, many strategies still focus heavily on the most obvious keywords that brands expect to convert. Tools such as Jungle Scout and Helium 10 have made it easier to identify high-volume search terms and optimise listings around them. But focusing purely on these terms only addresses a small part of the customer journey.
The brands that tend to grow fastest on Amazon structure their advertising around how customers discover products, not just how they search for them. That requires thinking differently about how campaigns are evaluated.
One of the most common strategic mistakes in Amazon advertising is judging everything by immediate return on ad spend. High-intent search campaigns often look highly efficient by this measure, which naturally encourages brands to concentrate budget there. But this approach overlooks how growth actually happens on Amazon.
Upper-funnel activity, whether through broader keyword targeting, category discovery or DSP campaigns, often appears less efficient in isolation. Yet it drives many of the signals that influence long-term performance: increased branded search, improved organic ranking, higher basket attachment and stronger repeat purchase.
Looking at metrics such as TACoS (Total Advertising Cost of Sale) alongside organic growth provides a far clearer picture of how advertising is influencing overall sales. This is where the conversation often needs to shift at a senior level. Amazon advertising should not simply be viewed as a cost attached to marketplace sales. It sits at the intersection of retail, marketing and data, and should be treated accordingly. The brands that perform best typically structure their strategy around this understanding. They separate budgets designed to protect profitability from those designed to build visibility and ranking. They align advertising with content, inventory and product launches. And they spend as much time analysing the data generated by campaigns as they do running them. The data itself is one of Amazon’s most powerful advantages. Few retail environments offer such clear visibility into how marketing investment
translates into revenue. Brands can see exactly what drove a purchase, whether it came from a new-to-brand customer and how shoppers move through the platform before buying. That level of insight should be influencing decisions far beyond the Amazon team.
The advertising ecosystem itself is also evolving rapidly. New tools are beginning to change how brands approach visibility and creative on the platform. Amazon’s Creative Studio, for example, now allows brands to generate image and video assets using AI, making it far easier to test different creative formats and optimise what resonates with shoppers. For toy brands, where visual storytelling and demonstration are critical, this opens the door to far more dynamic product presentation.
At the same time, Amazon is introducing formats which give brands greater control over key search real estate. Sponsored Brands Reserve allows brands to secure share of voice for specific branded keywords with near-total impression dominance. Rather than competing through the usual bidding mechanics, brands can effectively reserve that space, ensuring that when shoppers search for their brand, they control the narrative at the top of the page.
Audience targeting is also becoming more sophisticated. Through Amazon Marketing Cloud (AMC), brands can build highly specific audience segments based on real shopping behaviour and then activate those audiences using Sponsored Display campaigns. This allows advertisers to move beyond simple keyword targeting and instead reach shoppers based on how they have interacted with products and categories across the platform.
Taken together, these developments reinforce a broader point: Amazon is no longer simply a retail environment where ads support product listings. It is becoming a fullyfledged media platform.
For brands willing to rethink their approach, Amazon advertising offers far more than incremental marketplace sales. It provides a way to influence discovery, understand customer behaviour and accelerate growth within the platform itself. However, unlocking that potential requires a shift in mindset.
The brands that will win on Amazon over the next few years will not simply be the ones spending more on ads. They will be the ones treating Amazon advertising as a strategic capability, not just a seasonal tactic.
Tariffs on trial
Learning Resources recently made headlines after the US Supreme Court ruled in the company’s favour in its lawsuit against President Trump over the IEEPA tariffs. Toy World’s Caroline Tonks speaks with Rick Woldenberg, the CEO of Learning Resources, to get his thoughts on the importance of this successful ruling, as well as its broader implications on the US and global toy markets.
What was Learning Resources' lawsuit against President Trump about and what was your main legal argument in the case?
We asserted that the IEEPA tariffs were unlawful and unconstitutional. The heart of our argument was essentially textual, which means that when you look at the law, what was happening with the tariff was not in there. The American system is a system of written laws. They are publicly available – anyone can find them and read them. We are held accountable to follow these rules and it's important that the laws be administered according to their words.
Why do you believe the Supreme Court’s ultimate decision was in your favour?
We made it to the Supreme Court in lightning-fast fashion. We sued on 22nd April, we had a hearing on 5th November, and the decision came down on 20th February. I think that the Supreme Court found in our favour because we were correct on the law. Our case was, to many Americans, a proxy on the rule of law, and so it was a validation of the American system, which is that we are all equal under the law. Importantly, that means that power doesn't decide the case, money doesn't decide the case and elite status doesn't decide the case. We're all the same, and that's why the American system facilitates movement
in society. I think some people have become discouraged about whether the law would be followed, so that's what made the case very important.
There are larger issues too. Separation of powers is important in American jurisprudence. The country was born out of a tariff dispute. During the Boston Tea Party, we threw the tea into the harbour because we were mad about a single individual imposing a tax on us with no ability to influence the decision. There was no legislative process; it was taxation without representation. The issue that drove the American Revolution was a tariff dispute, and when they wrote the Constitution in 1787, the framers, led by James Madison, assigned the non-delegable responsibility to decide on taxation. This part of the US government, the House of Representatives, was closest to the voters, and our country is run by the voters.
What was your initial reaction when the tariffs were first announced? How did this shape your decision to sue?
A lot of things influenced my decision to sue, but the tariffs were clearly threatening our continued existence. We are a mission driven business, and our business is oriented around hands on learning. Our mission was threatened because it might not have been possible to effectively and economically make our products and we'll fight to protect our mission.
We're also a family business. It weighs on my mind, not only that we have about 500 employees, but that they have families. The employees are our stakeholders, but their families are dependent on us. The decisions that I make impact 500 families and that matters to me. For all those reasons and others, I could not stand idly by.
With the successful ruling from the Supreme Court, what does this mean for US-based toy companies, as well as the wider global toy market in general?
We're going to get our money back. The ruling probably has a value of roughly $175b and that money will return to businesses and to individuals who paid the tax. I think that that will help them survive whatever comes next. There's no indication at this point that the US government has decided to move away from this form of taxation.
My hope is ultimately that we've started a process by which some order can be restored. If the US government thinks it needs more of our dollars, I can respect that. But there needs to be a public debate in Congress, and then the Congressmen should have a public vote. We, the voters, run this country, and we're entitled to that by virtue of the design of our Constitution. If they are making a sound decision and they've had an appropriate public debate, I'm sure the voters will embrace them. If the voters don't like it, the voters will throw them out.
Do you have any further thoughts you’d like to share with our readers?
I am moved by the interest in foreign countries, not only from our industry, but from people that are concerned about the relationship with the US, and very often that translates into their ability to make a living. I am touched by the relationship between our lawsuit and those people. I feel it’s important for us to help people outside of the US understand this process and understand what we're doing and why.
I have been very careful not to offer a lot of opinions about the policy itself. The reason is that I don't want our lawsuit to be minimalised by taking on any political overtones. What we've done is significant. What people outside the US were observing is the US system at work. I want to be helpful to people, so they understand what they are witnessing in the US. You're supposed to be able to raise your hand and ask these questions. In fact, in our original filings, we referred to this as case brought in the public interest, because the public has an interest in the law being applied correctly. This is about the law, and ultimately, at the end of the day, that protects all of us, and hopefully that guides us to the right answer.
Special Feature Disney Consumer Products
Bag charms: the tiny accessory making a big cultural statement
Bag charms have become a mainstay of pop culture; why do you think these types of accessories are connecting with audiences?
Firstly, I think they are such a powerful form of storytelling. They go beyond brightening up a bag or rucksack, and especially for that older Gen Alpha and early Gen Z consumer, they really are points of selfexpression. They give a little nod to how someone is feeling and show how they may want to be perceived.
Second, they reflect a community. They give people the chance to spot an outward connection with someone else. We have really noticed this with the launch of Disney YuYus, with the initial drop focusing on Winniethe-Pooh and Stitch remixed into different animal costumes. The fandom for these characters has driven purchasing desire.
Third, they bring a unique fashion-take at a reasonable, accessible price point. It means people can mix and match to add further personalisation. And finally, they’re also often very cute, making them perfect social media content.
Disney YuYus are in blind boxes, bringing an added element of surprise. How has that format resonated with consumers?
The unboxing surprise brings a real thrill across categories and bag charms are no different. It helps to build anticipation and motivate fans to complete their set. We have nine YuYus to collect for Winnie-the-Pooh and nine for Stitch. Each collection has a Mystery YuYu, which is much rarer, adding an extra element of surprise and excitement.
Gill Archer, VP Hardlines and Food+ at Disney Consumer Products EMEA, shares with Toy World the impact that bag charms are making on pop culture and why Disney YuYus standout within the marketplace.
We are already seeing organic trading happening as people look to secure additional characters and replace duplicates. I also think that blind boxes bring a sense of mystery that taps into the feeling of nostalgia that is a key trend with our target demographics.
Do you think bag charms have the potential to tap into the energy of trading and swaps then?
As I mentioned, bag charms are perfect social channel content. They’re eye-catching, expressive and Disney YuYus certainly add a touch of magic. So, there’s no doubt that this has driven their desirability and ultimately collectability. In the real world, that translates into swapability and trading, be that between friends and family, or on selling platforms. It is also a cross-generation behaviour, strengthening the growing community. Trading culture and collectibles have always gone hand-in-hand, and I think the emotional pull of collecting physical items remains as strong as ever, especially those tied to iconic franchises.
You have launched Disney YuYus with the likes of Winnie-the-Pooh and Stitch reimagined in different animal outfits. What other characters are planned?
The Disney YuYus live on an Enchanted Island. It is filled with soft secrets where dreams meet reality, and our audiences can discover more about these characters dressed in fluffy, cosy animal-inspired outfits. The creative concept leans into a gaming aesthetic to help shape the idea of a magical location. Each YuYu is playful, bringing joy and personality to everyday adventures. We started with Winnie-the-Pooh and Stitch as these characters are beloved and lend themselves so well to this remix concept. Plus, we recently celebrated Stitch’s first live-action movie and this year it is Winniethe-Pooh’s 100th anniversary. Their relevance is higher than ever.
However, the range is set to expand and in the coming months, we’ll be releasing new drops which include other IP. Watch this space.
Feature Back to School & Stationery
Write back at it
The back to school season is beginning to cross the minds of retailers who are planning for the year ahead, soon to be filled with creative, character-led and trend driven ranges. Toy World’s Caroline Tonks speaks to a number of leading suppliers within the category to find out what’s new and how retailers can truly capitalise on these products.
WWhile the start of a new school year might fill some students with dread, for retailers, the back to school season represents a key retail window to engage with children and their parents. From pens, pencils, highlighters and notebooks, to backpacks, water bottles, pencil cases and lunch bags, the Back to School and Stationery category is ever evolving, bringing in global trends and licences that catch consumers’ eyes at retail and allow children to express their personalities around their classmates.
Toy specialists looking to build a stronger stationery offering ahead of the back to school season have a real opportunity this year, driven by clear shifts in how families shop the category. According to research conducted by Crayola, parents are spending more but watching value closely. 67% report higher spend vs. 2024, while 50% describe themselves as budgetconscious, which means ranges that balance quality, longevity and price clarity are winning. Lists play a major role in decisionmaking, with 78% of parents shopping with a list, and colouring tools appearing on 68% of those lists.
“In-store, the biggest opportunity lies in visibility and navigation,” states Camilla MacQueen, Marketing Manager, Crayola. “72% of families discover new back to school products in-store, and 97% shop with their children, with 91–95% saying kids influence the basket. Creating a dedicated seasonal zone by early July is essential, as the back to school peak is tight, just four to six weeks, and early visibility drives conversion. Clear signposting, bundles and
valueled promotions help parents feel confident they’re getting the right products without overspending.”
When looking at consumer-targeting approaches, suppliers look to cater to both the adults buying the stationery for their kids and the kids themselves.
“Traditionally, we’ve focused on adults buying the stationery but we’re recognising the importance of pester-power,” says Thomas Randrup, Managing Director, Staedtler. “Kids have the desire to fill their own pencil cases with what they like, so we will be starting to focus more on kids.”
Ben Cornwell, Sales Director at Wigston Global, adds: “It’s ultimately a balance of both. Parents make the purchase, particularly during back to school, but children are hugely influential in what they choose. Our aim is to design products that children are excited to own while reassuring parents they are buying something creative, engaging and good value. When you strike that balance between fun and functionality, the category performs extremely well.”
Licences are a core part of the Back to School and Stationery category, serving as attention-grabbers for kids when choosing practical school essentials and conversion drivers for parents. In a busy back to school environment, licences help products stand out on shelf, accelerate decisionmaking and lift overall basket value, especially when paired with the right formats.
“Licensed ranges bring built-in excitement and familiarity, pulling children directly to fixtures and
increasing dwell time,” says Camilla. “When a child recognises a character they love, it immediately elevates engagement and makes the product feel more special, which is particularly effective in creative categories where selfexpression and personal taste play a big role.”
According to Pyramid International’s External Marketing Coordinator, Abii Lavery, fans seek out products that showcase their affinity to a brand. “Licences are central to the success of stationery because they transform everyday products into something much more personal and engaging,” she explains. “Children are far more likely to choose school supplies that feature characters or franchises they already love, which makes licensed stationery a reliable driver of repeat sales.”
Abii’s colleague, Andrew Storey, Senior National Account Manager, adds: “Children are naturally drawn to the designs, which creates the initial excitement around the product, while parents are looking for practical, goodquality items that represent value for money and drive trust. Licensed stationery works well because it satisfies both sides of that decision, which we are able to do by having a deep understanding of the brands and IPs we work with.”
For retailers, licences also provide a clear way to organise ranges and build themed displays. Properties such as Minecraft, Harry Potter, Hello Kitty, Stitch and KPop Demon Hunters appeal to different age groups and interests, allowing stores to cater to a broad customer base while keeping the offer fresh, relevant and visually appealing.
Crayola
Feature Back to School & Stationery
Pyramid International’s 2026 line-up is supported by an ever-expanding licensing portfolio and introduces four new partnerships. KPop Demon Hunters joins the range following global success, with strong early demand across stationery and gifting formats. SpongeBob SquarePants also makes his debut, while Toy Story and Shrek return nostalgic favourites to the classroom with broad, multigenerational appeal. These sit alongside Pyramid’s evergreen licences including Harry Potter, Minecraft, Lilo & Stitch and Sanrio.
Blue Sky Designs is also releasing a KPop Demon Hunters range into the market. From fidget pens that move and spin, to notebooks, lunch bags, pencil cases and more, the collection brings Rumi, Mira, Zoey and Derpy directly into the hands of fans.
This year, Peppa Pig fans will see the launch of the brand-new Noris Junior Peppa Pig range from Staedtler. Designed especially for early learners, the collection includes child-friendly products that are ideal for creative play and crafting.
2026 will see a new partnership between Hunter Price and the Lego Group. With the first phase of products arriving imminently in retail, Hunter Price is bringing the iconic Lego brand to life through all-new stationery, such as the Let’s Colour Together series. The collection features engaging colouring and sticker books designed to inspire imaginative play while allowing young fans to interact with their favourite Lego themes and characters. Through this partnership, Hunter Price aims to deliver products that encourage children to explore creativity in both accessible and engaging ways.
Wigston Global’s licensed stationery portfolio for the upcoming back to school season contains two ranges built around two of MGA Entertainment’s most recognisable brands: MGA’s Miniverse and Rainbow High. The MGA’s Miniverse Back to School range includes backpacks, lunch bags, drinks bottles, tumblers, lunch boxes and pencil cases, while the Rainbow High Back to School stationery collection features character-led backpacks, lunch bags, pencil cases and drinkware. Both of these collections combine fashion-led design with practical everyday functionality and strong retail presentation.
“Licences are incredibly powerful in stationery because they create an immediate emotional connection with children,” explains Ben. “When a product features a brand they already love, it instantly becomes more desirable.
“Having spent many years working with global brands and developing licensed product programmes for major retailers, I’ve seen how licences can transform stationery from a purely practical purchase into something children are excited about. At Wigston Global, we work closely with partners like MGA Entertainment to ensure our stationery ranges remain authentic to the brands while introducing new creative formats to the category.”
The Back to School and Stationery category is always bursting with innovation, as brands tap into leading trends and find the gaps in the market where consumers are looking for newness and change. From Crayola, Clicks is bringing innovation to the stationery aisle with a range designed to solve real world frustrations for families, teachers and young creators. The new Clicks Markers and Clicks Highlighters introduce a cap free, quick click design that eliminates two of the biggest pain points in the category – lost caps and dried out tips.
“Crayola Clicks Markers and Clicks Highlighters will be new to the UK this year,” says Camilla. “The retractable design paired with special ink is formulated to resist drying out. Their conical tips allow both thick and thin lines, and the easyclick mechanism makes them ideal for onthego creativity, school bags and travel. They bring together convenience, durability and creativity in a way that resonates across ages.”
Curious Universe offers a wide variety of stationery lines, including its newest IP, Pen Maker Magic. With this new range, stationery meets crafts, providing everything children need to mix ’n’ match pen pals, beads, charms and trinkets to create their own unique designs to swap and share with their friends. There are mini, classic and deluxe packs available within the range, and each kit follows a different theme, including Sweet Treats, Pets and Kawaii, with something to appeal to every child. There are even new licensed lines that will be hitting shelves later in the year.
With its distinctive yellow and black stripes, the Noris pencil from Staedtler has been a classic stationery tool within the back to school period, even celebrating its impressive 125th anniversary in 2026. To keep Noris fresh to current audiences, the Noris range now comprises more than just graphite pencils. From reliable erasers and sharpeners to the popular colouring pencils and twistable crayons, there’s something for everyone.
Older students have their own range with the new Norix products, developed for ages 10+, featuring a cooler design that reflects kids growing personalities, and even hobby artists have their own targeted range with Design Journey, including brush pens and double-ended pens in a variety of colour palettes.
“We’ll be producing special POS for promotions to help retailers maximise on the Noris anniversary,” comments Thomas. “In 2026, we have the 125th anniversary Win a Golden Noris and Back to School Sweepstake competitions, and our charity-focused World Kids Colouring Day period. All of these are supported by a variety of POS options including CDUs, FSDUs and window displays. World Kids Colouring Day in May even has its own special one-off colouring book and pencil set.”
As you continue flipping through the following pages, Toy World highlights the latest Back to School and Stationery products that will be hitting shelves for the second half of 2026.
Staedtler
Pyramid
Special Feature Crayola
Crayola colours its UK future
Crayola recently announced that it is increasing its commitment in the UK and Irish markets with the goal of doubling its business over the next three years. Toy World’s Caroline Tonks speaks with Danny Cowtan, General Manager of EMEA at Crayola, to find out more about Crayola’s plans for the UK and discover what is in the pipeline for the coming months.
By the year 2029, Crayola is looking to double its business growth across the UK and Irish markets, creating a key growth engine for the European region. With this strategy, the company is seeking to re-connect with British and Irish consumers and retailers through a direct distribution strategy, alongside investment in infrastructure, product innovation and creative content. Its overall aim is to empower parents and educators in the UK and Ireland to nurture creativity in children, ensuring they get the benefit of developing essential life skills that will help them reach their full potential.
Danny Cowtan has been with Crayola since August 2024 and is excited for this new chapter of the business. “When we reviewed our impact across the EMEA, we discovered that there is such a significant number of
children in the region. Over 40% of the world's population of children are in EMEA, however, our businesses is not at that scale. This gave us a real inflection moment to say, ‘Why are we not living our purpose globally the way that we really want to?’ The timing felt right because of that.”
The Crayola brand is in impressive health. The growth, innovation and excitement around the brand in both the US and globally has been extremely positive. Over the last five years, the brand has grown over 20%. Now, Danny wants to deliver this excitement for consumers across the EMEA as well.
“The timing feels right now because the brand is so healthy and we're having the meaningful impact with consumers that we really want to achieve. It feels like the right time to ensure we can do this properly in the UK, but also across the wider EMEA region too. We have a real opportunity here to live our purpose better and now is the time we're going to start making inroads into that.”
With this strategy, Danny believes that the UK will become the biggest market in EMEA within the next two years. “If you look at the maturity of the market,” he explains, “the consistencies that we see here versus the US are very translatable. We see a real opportunity in the UK market to drive more creative moments for consumers.”
Crayola has an expansive 123-year history, but in Danny’s opinion, over the last 20 years, the business has only been maximising a small percentage of the total number of products that are available and not been fully drawing on content or delivering experiences across EMEA. This gives him the belief that the UK/ROI market has significant room for growth. Looking at the beliefs of the business, growing internationally is crucial within that – and the UK is top of that list.
“I want to be respectful of the past, but in terms of a new model, we're bringing in new capability to the business and into the country. We've not had a dedicated sales
and marketing team locally for 20 years. There's also lots of new capabilities we’ve brought into the business, including eCommerce.
“When we talk about digital capability, we're really building that vertical globally, which will support our infrastructure in the UK as well. I believe we've built a strong and impressive team to drive the capabilities that we need to deliver, which is going to increase our speed to market. We are at the front end, we are engaging with customers and we're talking about two 3-year plans to drive more creative moments for consumers.”
Crayola has also made other significant investments into consumer insights, with the desire to understand the brand’s consumers better, whether that be through data or its connection points. One example of this is Crayola Creativity
Week, which delivers weeks of free content for teachers and parents to draw upon, and has seen four-times the number of sign-ups in 2026 versus last year.
Danny states: “The impact of us being closer to the market is already showing a material difference – and we're not even scratching the surface yet. We've got so much more to do, and I'm passionate about getting that purpose intentionally pushed down into the UK market, which will increase our speed, drive demand and drive consumer-led innovation.”
According to the Campaign for Creativity, Ad Council Research Institute, February 2024, more than 91% of British parents recognise the life-long benefits of creativity for kids. And while they face practical barriers in finding ways to nurture creativity, with 51% saying it’s hard to come up with new creative activities for their child, nine out of 10 UK parents trust Crayola to help them overcome those barriers.
“As a parent myself, I know how important creativity is to development, and I will hold my hands up and admit that I'm not the most creative person. We need to find ways to help parents like me and deliver creative moments for kids. We're going to do that through content; we have incredible apps that kids can use and play with. We have Creativity Week, which provides guidance on how to create with certain products or with things around the house. We've just launched our social platforms as well, like TikTok, and we're re-energising our YouTube channels to give kids and parents the content they need to deliver those creative moment at home.”
Creativity has been demonstrated to support the development of core life skills, predict career success, enhance educational outcomes and contribute to overall well-being and fulfilment. Recently, the UK government unveiled plans to reform the national curriculum,
implementing changes that affirm creativity as an important part of UK education.
“There's an acknowledgement that creativity is missing from the national curriculum,” says Danny. “I'm excited to see these movements towards driving more creativity in the curriculum. I've spoken to a few head teachers who are desperate for tools, for investment and for structure to drive that creativity into kids’ lives. We are very passionate about that. Hopefully over the next few years, we can find ways to work closer together to drive that into the curriculum harder, which will be great for kids across the UK.”
As Crayola continues to promote the importance of creativity through its new strategy, to support this, the brand is bringing a range of innovative products to the UK and Ireland. At the forefront of this is Clicks, the retractable, cap-less marker. This product came to life through consumer feedback, fixing issues like missing lids and pens running out too quickly.
“This kind of product is exactly what you'll see from Crayola over the next three to four years – consumerled innovation. It's not just bringing products to the UK because we can produce them; it's bringing products that consumers are demanding, or where there is desire that needs supporting. Consumer-led innovation is what we're focusing on to drive the business forward. It's what the consumers are asking for.”
There is even the potential for products produced specifically for the UK/ROI and EMEA markets. “Looking at 2026, we most likely won’t see these designated products yet, but there is a reason why. We are moving forward now with deepening our understanding about the specific UK/ROI consumers, and I don't want to release things unless there are clear needs stating that it's going to deliver. We're doing work across the EMEA in
terms of where those opportunities are and discovering those pinch points for consumers. The global innovation that's coming down the line has used EMEA consumer insight as part of the build phase. We've seen the trends and we've seen the wellness benefits in this area, but also some of the pinch points in terms of the product quality or completion of the overall experience.”
With this three-year strategy in place, Danny has many aims for what the Crayola brand will look like in the UK and Ireland in 2029; in particular, he wants to be able to meaningfully say that the brand has created more creative moments. “We will have delivered the right content experience and products for consumers, and we would have made meaningful connections in our purpose. I would love to see Crayola Creativity Week numbers and participation way in advance of where we are in the UK today and across the EMEA. I would also love to see the connections that we're forging with educators and parents really coming off in a meaningful way. That would the legacy I want to leave over the next three to four years.”
“I'm really excited by the future,” Danny concludes. “I think we have so much opportunity in these markets to make a difference to educators, parents and children. I'm excited and respectful of the past, but the future demands more now, and we need to go and live our purpose better globally. EMEA is just one market in which we can do that. We want to drive our purpose forward in the markets that we operate in, and I'm incredibly excited about the journey ahead.”
Back to School & Stationery
Staedtler
0345 034 0756 | sales.uk@staedtler.com
In 2026, Peppa Pig fans will see the launch of the brand-new Noris Junior Peppa Pig range. A fresh addition to the Staedtler range and designed especially for early learners, the collection includes childfriendly products that are ideal for creative play and summer holiday crafting.
Beyond Peppa, the back to school season is a great time to refresh pencil cases with all the essentials. The Noris pencil will be celebrating an impressive 125th anniversary in 2026. Instantly recognisable with its distinctive yellow and black stripes, the Noris has been a staple for generations. While the look is a timeless classic, Noris is now made using upcycled wood, making them stronger and more environmentally friendly.
The Noris family is more than just graphite pencils. It provides a mess-free, convenient colouring option enjoyed by children of all ages through a selection of essentials, from reliable erasers and sharpeners to the popular colouring pencils and twistable crayons. For older children perfecting their handwriting, the Noris handwriting pen is a new classroom favourite available in a wide range of colours.
Older students have their own range with the new Norix products, developed for ages 10+ and featuring a cooler design that reflects kids growing personalities. Meanwhile, hobby artists can explore the Design Journey range, including brush pens and double-ended pens in a variety of colour palettes, ideal for creative expression anywhere.
In addition to the Noris/Norix range, Staedtler offers a full line-up of stationery essentials for all pupils. One favourite is the Textsurfer highlighter, with a barrel made from 97% recycled plastic and delivering bold, reliable highlighting. Other top choices include maths sets and colouring pens to ensure students are fully equipped for everything from geometry lessons to creative projects.
Wigston
Global
ben.cornwell@wigstonglobal.com
Wigston Global is expanding its licensed stationery portfolio for the upcoming Back-to-School season with two ranges built around two of MGA Entertainment’s most recognisable brands: MGA’s Miniverse and Rainbow High. The collections combine fashion-led design, practical everyday functionality and strong retail presentation, bringing toy-driven excitement to the stationery aisle.
The MGA’s Miniverse Back-to-School range captures the playful, collectible nature of the brand with colourful, repeat-pattern designs across a variety of everyday school essentials. The range includes backpacks, lunch bags, drinks bottles, tumblers, lunch boxes and pencil cases, all designed with coordinated graphics and pastel-led colourways that reflect the brand’s vibrant identity.
Key SKUs include the Miniverse backpack and insulated lunch bag sets, drinks tumblers with character-inspired lids and matching food containers designed to create cohesive school-ready sets for children. The range has been developed with both practicality and collectability in mind, allowing retailers to merchandise full lifestyle collections across Back-to-School displays.
Alongside this, Wigston Global is introducing a Rainbow High Back-to-School stationery collection, built around the globally popular fashion-doll brand. The range features character-led backpacks, lunch bags, pencil cases and drinkware, all showcasing the iconic Rainbow High characters in vibrant, premium designs.
Designed to stand out in-store, the Rainbow High range uses iridescent finishes, bright colour palettes and strong character artwork to appeal directly to fans of the brand. Complementary accessories such as lunch boxes, bottles and pencil cases create strong add-on sales opportunities for retailers.
With planning already underway for the next school year, Pyramid International is giving retailers an early look at its Back to School 2026 collection, with stock available now. As demand continues to grow for licensed products that blend everyday practicality with character appeal, Pyramid remains a go-to partner for retailers looking to build strong, flexible and commercially proven back to school ranges.
The 2026 line-up is supported by an ever-expanding licensing portfolio and introduces four new partnerships. KPop Demon Hunters joins the range following global success, with strong early demand across stationery and gifting formats. SpongeBob SquarePants makes his debut as one of the world’s most recognisable characters, while Toy Story and Shrek return nostalgic favourites to the classroom with broad, multi-generational appeal. These sit alongside evergreen licences including Harry Potter, Minecraft, Lilo & Stitch and best-sellers including Sanrio’s top IP’s Cinnamoroll and My Melody, as well as One Piece and Stranger Things.
The Back to School range spans all key categories, offering retailers flexibility across store layouts and customer needs. Stationery essentials include erasable gel pens, multicolour topper pens, exercise books and stationery sets, while accessories such as magnetic bookmarks, badges, fidget keychains and torch key clips deliver strong impulse opportunities. Onthe-go formats cover backpacks, drinkware including pitchers with carry straps, and PVC tote bags, supported by ready-to-gift sets and mix-and-match pieces.
For 2026, Pyramid is also expanding its fuzzy and plush collections and introducing new categories. A new Charm Range launches for the first time, offering a collectible and customisable format designed to encourage repeat purchase and add-on sales across stationery and accessories.
Backed by in-house design expertise, fast turnaround and eye-catching display solutions, Pyramid International offers retailers product that will create impactful and highperforming back to school bays for 2026.
www.crayola.com | shorowitz@crayola.com
Crayola Clicks is set to play a major role in the back to school season, bringing innovation to the stationery aisle with a range designed to solve realworld frustrations for families, teachers and young creators. The new Clicks Markers and Clicks Highlighters introduce a capfree, quickclick design that eliminates two of the biggest pain points in the category – lost caps and dried-out tips. The range is recommended for children aged 6+ and is designed to appeal equally to older kids, teens and colouring enthusiasts who want tools that feel fun, functional and reliable.
The Clicks lineup launches with a strong SKU offering tailored for the season, including Clicks Markers in classic and pastel colour assortments, plus Clicks Highlighters in vibrant, school-friendly shades. All products are washable, durable and designed to withstand everyday use, key attributes for parents and teachers looking for practical, longlasting stationery solutions. The range is launching now across major UK retailers, with wider distribution rolling out through early summer to ensure strong visibility ahead of the back to school peak.
To support the launch, Crayola is investing in a full 360° marketing campaign spanning outofhome, digital, PR, social and retailerspecific activations. High-impact instore displays will help retailers create standout moments out of aisle, while digital content will highlight the ease, convenience and creativity that Clicks brings to everyday schoolwork and art projects. The campaign is designed to reach both parents and kids, reinforcing Crayola’s position as a trusted brand for quality, creativity and value.
With its unique cap-free design, strong seasonal relevance and robust marketing support, Clicks is positioned to become a popular item on back to school lists. Offering retailers a fresh, highdemand product that meets the needs of today’s families and classrooms.
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Back to School & Stationery
Hunter Price
01616 531 306 | www.hunterprice.co.uk
home@hunterprice.co.uk
Hunter Price International has revealed a first look at some of the products from its debut collection, following its newly announced partnership with the Lego Group. With the first phase of products arriving in retail this month, Hunter Price is bringing the iconic Lego brand to life through all-new stationery, arts & crafts and creative play collections, across multiple territories including Europe and the UK, Australia and New Zealand.
Developed by the creative team at the Consumer Product Playhouse, the ranges form part of a clear three-strand product strategy, designed to encourage fans to colour, create and build together, reflecting the Lego Group’s core values around creativity, imagination and playful collaboration.
The first product phase focuses on colouringled creativity, with the launch of the Let’s Colour Together series. The collection features engaging colouring and sticker books designed to inspire imaginative play while allowing young fans to interact with their favourite Lego themes and characters. The first series of books and activities will continue to grow and evolve as the partnership with Lego expands.
Colouring continues to be a strong trend within children’s creative play, offering a balance of mindful activity, self-expression and screen-free entertainment. By combining this popular creative format with the instantly recognisable Lego brand, Hunter Price aims to deliver products that encourage children to explore creativity in an accessible and engaging way. Alongside the colouring-led range, the first phase will also introduce a selection of back to school essentials, including notebooks, pens, pencil cases and journals, bringing Lego creativity into the classroom.
While the debut collections centre on colouring and creative expression, future phases will expand the concept further through Let’s Create Together and Let’s Build Together ranges.
Curious Universe offers a wide variety of stationery lines, including the company's new IP, Pen Maker Magic. Stationery meets crafts with the all-new Pen Maker Magic range. This collection of creative kits provides everything children need to mix ’n’ match pen pals, beads, charms and trinkets to create their own unique designs to swap and share with their friends.
There are mini, classic and deluxe packs available within the range, offering something to suit all budgets. Each kit follows a different theme, including Sweet Treats, Pets and Kawaii, with something to appeal to every child. There are also new licensed lines in the pipeline that are set to arrive later in the year. For more information, get in touch via the details above.
Sticki Rolls, the wearable sharable sticker brand, remains a popular collectible in 2026 with an all-new Series 3. This new wave brings with it over 1,000 brand-new
Allegedly
Just minutes after the news broke that the US Supreme Court had ruled President Trump’s tariffs had overstepped the mark and were essentially illegal, celebrations were cut short when the US government announced a brand new 10% global import tariff, which would be applied unilaterally to every country sending product to the US. A day later, that figure was increased to 15%, the maximum allowable under the obscure ‘never-before-enacted’ law which was being used to introduce the new measure. So, basically, here we go again. All credit to Learning Resources’ Rick Woldenberg for his bravery in fighting the tariff policy through the courts – it takes considerable courage to put your head above the parapet like that, especially when you are going up against someone known for his vindictiveness. I just hope his actions will not have been in vain. There has also been a discussion about tariff money being refunded to companies and consumers, although it looks like that may not come quickly…
Following the Supreme Court ruling, it was subsequently announced that the US government is launching an investigation into some of its biggest trading partners and what it describes as “potentially unfair trading practices.” According to sources, the probe could lead to new levies against countries including China, the European Union, India and Mexico by this summer. So, tariffs by another name…? It’s like whack-a-mole: you hit one daft policy on the head and another one pops straight up…
I was passed a very interesting ‘helpful reminder’ (their words, not mine) sent to a retailer this week by our old friends at Smellycat. Their latest mildly-intimidating communication feels – although for the record, I am not a real lawyer – just a tiny bit like it might have tiptoed into the minefield of restrictive practice. The short version is that the email suggests that Smellycat products should not be placed in toy sections, nor next to any other soft toy brands. So far so bad, but the real kicker was the ‘request’ not to stock any lookalike brands anywhere in the store, as this would apparently be a breach of the company’s terms and conditions. I wonder who gets to arbitrate what constitutes a ‘lookalike product’? To close the letter, retailers are offered support with what is described as ‘compliance’. Hey, it’s not my place to judge – if retailers are happy to be told what they can and can’t do in their store, I guess it’s entirely their call. But I genuinely wonder whether this kind of heavy-handed approach is genuinely acceptable in the 21st century retail landscape…
Another intriguing recent retail development was the news that less than a year since its acquisition, Modella Capital is considering restructuring TGJones. Part of its plans allegedly include the potential closure of up to 80 stores, although the original agreement with WHSmith precludes that course of
action for the first 12 months. Apparently, conversations are ongoing about that clause. Modella also admitted that the stores which haven’t switched branding from WHSmith to TG Jones are performing better than the rebranded stores – although, conversely, I have heard positive things about some of the updated stores. Hopefully a stronger business will emerge from the process…
It was lovely to see Toys Toys Toys owner Jane Hastings make it onto the prestigious TikTok Discover List for 2026. To put this achievement in context, it is a global award which recognises just 50 creators worldwide, out of the millions of creators on the platform. As one of only six UK recipients, it’s the perfect example of an independent UK toy retailer punching way above their weight – so congratulations to Jane for her truly pioneering work. It’s proof that physical retail and eCommerce can co-exist and prosper when approached in the right way…
It appears that sanity has finally broken out at John Lewis, as the retailer has decided not to pursue its ambitions to be a player in the build-to-rent housing market. I don’t think I ever spoke to a single person who thought it was a good idea – at least the retailer can now focus its resources on its core retail operation…
As we enjoy a burst of spring-like weather, our thoughts start to turn the summer – and to whet our appetite, trailers for some of the major summer blockbuster movies have been released over the past few weeks. The Masters of the Universe trailer went down extremely well with original fans and new audiences alike, while I also liked the Minions v Monsters trailer – it seems to take the franchise in a new direction, which I think it was ready for. I was also genuinely excited by the Toy Story 5 trailer. Confession: I really wasn’t a big fan of Toy Story 4. Toy Story 3 had completed the story arc so perfectly, I was a bit sceptical from the outset, and somehow the film never really felt like it quite fitted into the iconic Toy Story canon. However, Toy Story 5 seems to represent a return to the original ethos of the franchise, as the gang pull together to face the challenge of a new interloper in the playroom –this time in the form of Lilypad, a tablet who embodies the ‘toys versus screens’ dilemma faced by parents and kids. It’s the kind of premise which made Toy Story such compelling viewing for both kids and adults in the first place. And we’re delighted to be working with Disney Consumer Products on a special Toy Story 5 supplement, which will be published alongside our May issue. So, if you’re a licensee, get in touch to find out how to be involved in our exclusive preview of what will undoubtedly be one of the most anticipated movies of 2026, and the extensive licensing programme which will accompany it.
