Toy World Magazine August 2025

Scan to view our full range

Woodland Trail Treehouse

Home of educational play

Toys designed to engage the imagination & encourage learning through play

For tactile imaginative play!

7 beautiful rainbow colours

Glowing light-up play

Sensory Mood Discovery Table

Real images of 15 wild mammals and birds

Can be used inside the Sensory Mood Discovery Table

Discovery Dividers

100 colourSparkling gems

Includes 90 themed tiles

Rotating wheels, metal axles and lasered markings

Engage logic, dexterity & coordination skills

Wooden Vehicles

Picture Blocks

Rainbow Wooden Lacing Shapes Gem Circles

Woodland Trail Set

John Baulch - @Baulchtweet

from thepublisher

The UK has been enjoying something of a long, hot summer so far this year – perhaps it hasn’t quite hit the heights of the legendary summer of ’76, but we’ve had several prolonged bouts of good weather, which always helps the mood of the nation.

Indeed, it has been so warm that Greggs issued a profit warning, as people haven’t fancied consuming pies or sausage rolls in this heat (to be fair, I can’t say I blame them). A timely reminder that one retailer’s joy can be another’s frustration when it comes to external factors influencing trading conditions. Indeed, a seaside-based retailer we spoke to for this month’s Talking Shop section admitted that he prefers slightly less glorious weather, as people tend to stay on the beach or in the park rather than go shopping when it’s hot.

That said, for many toy retailers, the current summer sun coupled with a plethora of brands and ranges that are in demand are putting them firmly in the ‘joy’ camp. According to the latest Circana article, which can be found on page 34, UK toy sales are currently running at +8% YTD for the first half of 2025 – the strongest first half growth since 2020.

Of course, it’s the second half of the year where the big swings can occur – either way. We can’t second guess what might happen with the economy, especially the autumn budget statement – if the government is forced into tax rises to balance the books, it won’t be great for consumer confidence in the run-up to Christmas. Conversely, this year’s crop of summer blockbuster movies has been extremely well received (critically and at the box office), so there should be a decent tail there to take advantage of. And there will be a lot of great new toys hitting shelves in the coming months, so, all things considered, I am still cautiously optimistic about prospects for the second half.

Away from the trading environment, it has been a sad month, with the passing of two global toy community legends – Peter Brown and Alan Hassenfeld. Peter was a bastion of the UK toy scene, loved by everyone – I have never heard anyone say a bad word against him. In a long and illustrious toy trade career, there can be few in the toy community who didn’t come across Peter, and he truly was one of the industry’s icons.

You only have to look at all the heartfelt comments about Peter on the LinkedIn post I shared to let people know the sad news – they all talk warmly about him as a person, not just a senior figure who was successful. That to me is

the mark of the real impact someone makes on the toy community – not just how good they were at what they did, but whether they leave a lasting personal impression and a legacy. Peter certainly did that, and memories of him will live on for a very long time.

Alan was another legendary toy man – his vision and passion were key factors in the rise of Hasbro. But those who knew him well, especially in later years, will appreciate that it was his kindness, generosity and unwavering commitment to philanthropic causes that truly defined him as an amazing human being. I loved that he always had time for you, no matter where you were in your career path – he would stop and talk to me long before I was a ‘someone’, and I will certainly miss those chats at Toy Fairs around the world. We mark the passing of both great men in this month’s news section.

Elsewhere in this issue, there is plenty of great content highlighting new product ranges launching for the back end of the year. Our product category features shine a spotlight on the Plush, Wooden Toys and STEM / Educational sectors, while we also offer a sneak peek at some of the toy and game companies that will be exhibiting at September’s Autumn Fair.

As this issue goes to press, there is still no news on what tariff Chinese goods will face in the US going forward, but Mexico and the EU have both been told they’ll be looking at a 30% tariff from the start of August. Several US toy businesses work with factories based in Mexico, while there are still plenty of toy manufacturing facilities based in the EU, so there will be quite a few companies disappointed at this latest announcement. However, it does seem as though Trump is not going to give up his tariff plan easily, and ultimately it will be US consumers who have to pay (while the US government coffers will reap the benefit). Given that, I am surprised there hasn’t been more of a public outcry in the States – although perhaps retail prices need to rise more sharply for that to happen? US suppliers and retailers have been making stringent efforts to avoid major price increases, but perhaps in doing so, they’ve unwittingly stopped consumers from realizing what is really going on. Is it too much of a risk to let prices rise steeply, and hope that the resulting public reaction would cause the President to reconsider his strategy? Are retailers prepared to take some short-term pain for long term gain, or is that just too much of a gamble?

Meanwhile here in the UK, we’ll just keep on keeping on, and hopefully the second half of the year will be as successful as the first six months.

Lego posts strong profits and record sales in UK

The UK division of Lego saw a rise in profit in 2024, while its sales exceeded the £500m mark for the first time. The UK operation reported a pre-tax profit of £42.9m for its most recent financial year (to end December 2024), up from a pre-tax profit of £24.2m in 2023.

According to new accounts filed with Companies House, turnover increased from £449.2m to £501.7m over the same 12-month period. The results mark Lego’s seventh consecutive year of sales and profit growth in the UK.

During the year, Lego increased its UK headcount from 1,522 to 1,689. The company said it expects to achieve single-digit revenue growth in 2025, adding: “The Lego group plans to continue to invest in initiatives which address evolving trends and are designed to deliver growth in the long-term.”

It was reported earlier this year that Lego is set to move its London headquarters from its current home in Farringdon to a landmark 76 Southbank site in 2027, where the company will occupy three-and-a-half floors in the iconic building next to the National Theatre, originally designed by architect Sir Denys Lasdun.

Addo Play unveils refreshed Meccano website

In January, Addo Play announced a multi-year global licensing agreement with Spin Master that would see it carry forward the iconic construction toy brand Meccano, inspiring a new generation of builders and innovators worldwide. Since then, the company has been hard at work refreshing, revamping and relaunching the construction brand in a way that resonates with today's fans. The latest stage in this process has seen Addo Play unveil its refreshed Meccano website, which officially went live in early July.

The platform offers a more modern, immersive experience for consumers and trade partners, both English and French speaking. It features streamlined navigation, dynamic content and easy access to Meccano’s full product range, including Meccano Junior and the classic Meccano lines.

Visitors can also explore brand history, video content, and stay up to date via the news section.

This digital relaunch supports Addo Play’s autumn/winter product rollout across The Entertainer Group’s UK retail partners - including The Entertainer, Tesco, Amazon.co.uk, Moonpig, and Matalan - as well as key retailers in France and Australia.

New for 2025, and designed for ages five and up, the Meccano Junior 150-Piece Bucket is the perfect entry point into the world of model building. With

Blue Rocket introduces latest toy and game creations

Blue Rocket is a creative and innovative company specialised in the development of games and toys. With over 25 years of experience in the industry, its mission is to bring fun and excitement to kids and families around the world.

At the upcoming LA Toy Previews, Blue Rocket is set to present a fresh lineup of products that reflect its passion for innovation and its mission to create engaging experiences for kids and families. From tech-enhanced toys to creative play experiences, its new releases are designed to inspire curiosity and fun.

Blue Rocket will be showcasing two product lines in Toys and Games, with three brands: Xtrem Bots, where cutting-edge robotics meets fun and education; Trendix, offering trend-driven toys that captivate and inspire; and Big Minds, a brand focused on nurturing creativity and fun.

The Games line, Lúdilo, is dedicated to smart, engaging games that bring families and friends together through laughter, strategy and shared experiences.

Xtrem Bots invites kids to explore the wonders of technology through fun. It offers a full robotics journey, from the companions in My First Programmable Robots, a line created for younger children taking their first steps into coding, to the more advanced challenges of Build, Program & Play. At the intersection of creativity and technology lies Crazy Pets, a line of interactive pets designed to bring fun and innovation together to spark creativity and curiosity in young minds.

In the lifestyle and entertainment category, the Trendix brand includes a karaoke line with vibrant designs, voice effects and interactive features. Whether performing solo or sharing talents on social media, Trendix makes every moment cool, fun and unforgettable.

Big Minds is launching a new generation of toys that turn every moment into a playful learning adventure. From discovering the mysteries of space to exploring the wonders of the world, kids dive into hands-on fun that’s bursting with colour, creativity and excitement.

Lúdilo is a top player in the Games category in the Spanish market, and Blue Rocket has years of experience creating games that entertain, challenge and connect people of all ages. These games are made to spark creativity and boost strategy skills for all ages.

To check out Blue Rocket's innovative toys and games portfolio, visit the team and explore everything it has to offer in Los Angeles, Spaces Building - Office 2001-A, 360 N Pacific Coast Hwy, El Segundo, CA 90245.

To book a time slot during the LA Toy Previews, visit www.scheduler.zoom.us/alfonso-carmelo/september_2025_previews.

The Source heads into Q4 with strong slate of Christmas gift ideas

Phil Ratcliffe awarded BTHA Outstanding Contribution Award

Phil Ratcliffe was awarded a BTHA Outstanding Contribution Award at the annual BTHA Toy Industry Day held in June. The prestigious award was presented to Phil for his outstanding contribution to enhancing and developing awareness and knowledge of the importance of play for the good of children of all ages, through the development of the BTHA’s Make Time 2 Play campaign.

Phil’s award was proposed by MV’s John White and Nicky Hall, by Toy World’s John Baulch and the BTHA’s Roland Earl, with the unanimous support of all the BTHA Council. The Association recognised Phil’s transformative influence and driving force that meant after austerity measures in the 2010s pushed play and children down the political agenda, the BTHA took some part in filling a gap.

During the BTHA AGM, there were planned changes to the BTHA officers. Phil was replaced as president by Jon Diver, Simon Pilkington’s term as chairman came to an end and he becomes vice president, Colin Houlihan was welcomed as chairman and Jacqueline Taylor-Foo as vice chairman. Phil was thanked for being a dedicated member of the BTHA Council for 23 years of service.

Roland Earl, director general at the BTHA, said: “Phil has been a valued member of the BTHA Council for over two decades now and a long-time champion of the work of the BTHA and play. I’d like to thank him on behalf of the BTHA for all the support he has given to the BTHA, and the industry, over the years. This award is very well deserved. We look forward to working with Phil in some new ways in the future.”

Elsewhere during the Industry Day, attendees heard from Ashley Rolls of KPMG who gave a presentation on the current retail climate, as well as political figure Alastair Campbell who provided insights on the political world.

Having launched several new products early in spring 2025, The Source Wholesale has enjoyed a strong start to the year and is maintaining that momentum as it heads into the golden quarter. The company enters peak season with a raft of exclusive new ranges and licensed products, including Minecraft and Pac-man electronic games. The assortment comprises ideal Christmas gifts for consumers of all ages. Whether they’re a fan of best-selling gaming licences or revel in the joy of nostalgia, the line-up caters to everyone, offering retailers a one-stop solution for their festive needs.

Buyers and retailers are invited to meet with The Source Wholesale, either face-to-face or virtually, to view the new ranges and plan for the Christmas peak. Readers should make an appointment with their account manager or contact the company to set up a new account and take advantage of a special offer. Email: sales@thesourcewholesale.co.uk or sophie.erwood@thesourcewholesale.co.uk for more information.

Obituary: Peter Brown

Toy World is sad to report the passing of Peter Brown, one of the toy industry’s most well-respected and beloved figures, on 24th June.

In a Fence Club statement sent out to his friends and peers, Peter was described as a “legend”.

The statement reads: “Peter began his remarkable journey in the toy industry in 1966 with Palitoy. His passion and acumen quickly became evident, and he went on to lead the US subsidiary of Britains Petite’s until 1983. That year marked his return to the UK, where he helped form Tomy UK; Peter held the position of European Group managing director.

“Peter’s entrepreneurial spirit led him to establish Flair Products in 1999, a company that flourished under his guidance and delivered many brands to market including Plasticine, Sticklebricks and Sylvanian Families. Flair was acquired by Giochi Preziosi in 2008.

“A respected figure and legend in the industry, Peter joined the Fence Club in 1990 and served as chairman in 2003/2004. He was also a past chairman of the British Toy & Hobby Association (BTHA). In recognition of his lasting contributions, Peter was honoured with the Toy Retailers Association’s Personality of the Year award in 2011 and also received a prestigious Lifetime Achievement award.

“Peter will be fondly remembered as a kind and unassuming man – a true gentleman. He was a sharp, insightful businessman with an innate understanding of his customers and the evolving toy industry. His legacy will live on through the many lives he touched both personally and professionally.”

Writing on LinkedIn following the news, John Baulch, publisher of Toy World, said: “The word ‘legend’ is bandied around a lot these days, but Peter truly was a legend in the toy community and will be missed by his many friends and colleagues. His legacy and fantastic contribution to the toy industry over his illustrious career will live on.”

David Martin, head of Business Development at Curious Universe, wrote: “Very sad. Peter was a top fella. When I suddenly parted company with Crayola all those years ago, Peter got straight on the phone to me and asked if I could help Flair with his new Arts & Craft plans. So nice, so polite and a very clever man. A real gent. He’ll be sorely missed. Condolences to his wife and family.”

Lindsay Hardy, who worked with Peter for 25 years, told Toy World he had an enormous influence on her professional and personal life. She commented: “Such a competitive, hard-working, astute businessman but equally an absolute gentleman and completely honourable. He was a fantastic boss and mentor; I will miss him very much.”

Following an announcement at the BTHA Industry Day, a minute’s silence was held so that attending friends and colleagues could mark Peter’s passing. During the day, many also took the opportunity to share their many fond memories of working with and knowing him over the years.

Toy World would like to express its condolences to Peter's family, including his wife Penny and sons Andrew and Ian, at this sad time.

Obituary: Alan Hassenfeld

Toy World is sad to report that Alan Hassenfeld, former chairman and CEO of Hasbro and renowned philanthropist, has passed away suddenly at the age of 76.

Hasbro was founded by the Hassenfeld family (as Hassenfeld Brothers) and Alan joined the company in 1970. He rose through the ranks, and was heavily involved in Hasbro’s international operations before he became executive vice president in 1980 and president a few years later. In 1989, Alan became chairman and chief executive officer. Hasbro flourished under his leadership and developed into a global powerhouse in toys, entertainment and licensing. Throughout his career, Alan was never shy to take a stand and was always fiercely protective of the company and its employees.

A long and successful tenure continued until 2003, when Alan stepped down as CEO. He retired from his chairman position in 2005, becoming emeritus chairman, a role that he only relinquished last year in order to focus more on his philanthropic endeavours. This move saw the end of his family’s direct role in leading the company.

Hasbro CEO, Chris Cocks, released the following statement:

“All of us who have ever had any connection to Hasbro today are mourning the profound loss of Alan Hassenfeld, our beloved former chairman & CEO, mentor and dear friend. Alan’s enormous heart was, and will remain, the guiding force behind Hasbro –compassionate, imaginative and dedicated to bringing a smile to the face of every child around the world. His tireless advocacy for philanthropy, children’s welfare and the toy industry created a legacy that will inspire us always.

“While we grieve deeply, we also celebrate Alan’s remarkable life and the incredible impact he made. Our thoughts and deepest condolences are with Alan’s family, friends, and everyone who loved him.”

A passionate supporter of many charitable and social endeavours, as chairman of the Hassenfeld Family Initiatives, Alan was instrumental in supporting safety and human rights connected to the supply children’s products, helping to establish the Ethical Supply Chain Program (ESCP); empowering women in developing countries; supporting the mental health of today’s youth and enhancing the economy, education and business opportunities in Rhode Island.

He was also the founder of Hasbro Children’s Hospital in Providence, and his family’s contributions helped to establish the Hassenfeld Child Health Innovation Institute at Brown University. In 2022, The Toy Foundation partnered with the Hassenfeld Family Foundation to spearhead an industry-wide relief effort to support thousands of displaced families impacted by the war in Ukraine.

Well known throughout the US and international toy community, Alan was widely recognised both for his impressive legacy at Hasbro and for looking beyond business matters at all times.

Isaac Larian, founder & CEO of MGA Entertainment, said: I am saddened to hear about the passing of Alan Hassenfeld. Alan’s focus was beyond mere competition; he had a deep love for children, toys and the toy industry, embodying great philanthropy. The toy business and its community will deeply miss Alan’s wisdom and passion. I am honoured for his friendship.”

John Baulch, publisher of Toy World, added: “Alan was loved and respected by everyone who ever met him. He always had time for you, no matter where you were in your career path. I last saw Alan at this year’s TOTY award ceremony in New York, where he presented an award with friend and former colleague Neil Friedman. They made a great double act, and Alan looked happy and well and on great form. His passing will come as a huge shock to all who knew him – the toy industry has lost one of its true greats.”

The Toy World team would like to add its condolences to Alan’s family, friends and colleagues at this very sad time.

Bliss teams up with Ravensburger as distributor for Disney Lorcana in the UK

As of July 2025, Bliss Distribution is stocking both older titles and new releases from Disney Lorcana, starting with the new set – Fabled – releasing in September. Bliss has gone from strength to strength in the past few years and the team says it is is ecstatic to onboard another TCG to its growing portfolio.

Well known for its dedication to helping stores grow their organised play communities, Bliss will also be offering OP support for any stores wishing to join the Ravensburger Play Hub through its platform.

“Ravensburger has worked so hard to produce what is now one of the most successful card games of all time, and we at Bliss are so excited to now be a part of its continued growth,” said Michelle Lawson, general manager.

Bliss is committed to offering a professional and reliable service to customers, so retailers interested in purchasing products or signing up to the Organised Play programme through Bliss Distribution are advised to contact sales@blissdistribution.co.uk or call 01254 662 662.

newsanalysis

Gather round: it’s Storytime

Tristan Brooks, managing director at Storytime Media, a new data-led specialist agency launched in July, tells Toy World how its innovative approach and deep expertise will benefit clients.

How are you feeling about Storytime Media’s first few months – are things shaping up as well as you hoped?

It’s been positive, despite the challenging market. We wanted to build an agency that’s set up for today’s digital media landscape, and one that uses data in smart ways. We already represent nine advertisers, which the four of us are very proud of. What we’re building resonates with our clients, which is exciting and breeds positive energy amongst the team.

How does Storytime Media stand out from other agencies?

Three main things make us a bit different. Firstly, we’ve been invested in by an established data partner, giving us exclusive access to its industry leading expertise and tech capabilities. We’re working together to build some unique, truly smart data products specifically designed for this category and for the purchaser journey.

Secondly, our people make this business. The four founders – me, Matt Smith, Sean O’Connor and Kurt Lusher - have worked together for almost a decade and have significant kids’ media and toy expertise. This knowledge is put to good use across all our client accounts as each founder leads day-to-day business, giving our clients constant direct access to experts. Given our size and set up, this provides our clients with speed and flexibility, building resource around their requirements.

Finally, our flexible hybrid business model can range from managing media, creative and content requirements, through to supplying our data services. This

opens many more interesting opportunities and conversations versus operating as a traditional media agency and widens the scope of who we can work with.

What can you tell us about Storytime Media’s new kids’ digital platform, KidStack?

We’re really excited about KidStack. Over the past decade we’ve seen huge growth in kids’ digital media time and the number of digital media vendors in this space has also increased. Many agencies operate an outsourced model in which most of their kids’ digital media is bought via these third parties. There’s nothing wrong with this model, and some vendors have exclusive rights to content, but digital media is growing, and the landscape is becoming ever more data driven.

We wanted to take more control over the process, which is why we’re building our own fully compliant kids media platform. KidStack will bring us closer to the data, allowing us to make quicker decisions and ultimately deliver better value for our clients. We’ll continue to work with key partners to complement and enhance KidStack.

How will Storytime stay ahead of client needs over the coming years, given how quickly the media landscape is evolving?

Things are moving quickly, and AI is only accelerating this. We’re constantly thinking about (and embracing) what’s coming next because in this market, you can’t afford to stand still. This is an exciting time, and we have a smart, motivated team in place. As long as we keep pushing each other to be better, we’ll continue to shape our offering and bring new opportunities to our clients. We’re not following or mirroring anyone: all our energy is going into building an agency we think is right for both our clients and the market.

What else should our readers know about Storytime?

Change is happening at pace. Media campaigns are mainly digital now, so owning that data and using it smartly is reshaping how we advertise to parents and kids. This is why we’re so excited to launch Storytime Media.

To hear more about how our expertise could benefit your Q4 media campaigns, contact me on tristan@storytimemedia.co.uk

Industry Moves

Just Play welcomes Sara Taylor as senior vice president of Sales, EMEA

Just Play has announced the appointment of Sara Taylor as senior vice president of Sales, EMEA. In her new role, Sara reports to chief operating officer Jerry Goldsmith and will lead Just Play’s commercial strategies and sales operations across Europe, the Middle East and Africa.

Sara comes to Just Play with more than 30 years of experience in the global toy industry, most recently as senior vice president at MGA Entertainment, where she oversaw the company’s operations in the UK, Ireland, France, Italy and Spain. She has also held senior leadership roles at Mattel, Spin Master and Funrise.

“Just Play has a great portfolio of brands and products, and I am honoured to have the opportunity to work with them,” said Sara. “I’m thrilled to join the team to continue building on the success it has had across the region.”

“The appointment of Sara is key to accelerating our growth across the EMEA region, bringing localised leadership to further strengthen our market position,” said Jerry Goldsmith. “She is a proven leader with a strong track record of success and will be an excellent addition to our leadership team.”

Moose Toys appoints Ben Krenz as new global GM for Games

Moose Toys is continuing its bold play in the Games space with the appointment of Ben Krenz as global general manager, Games division, effective since 14th July 2025.

Ben brings over a decade of industry expertise from Target USA, where he held senior commercial leadership roles, most recently overseeing the full Boys’ Toys business – including Games – and previously leading the retailer’s Games and Puzzles team. With a deep understanding of the category and a clear passion for games, the company says Ben is perfectly placed to lead Moose’s next phase of growth.

“Ben’s experience, insight and love of games make him a fantastic addition to the Moose team,” said Joost Poulus, chief Product officer at Moose Toys. “He knows how to build high-performing portfolios and understands what resonates with consumers. We’re excited to see him take our Games business to the next level. I also want to thank David Norman for his outstanding contribution in building the division over the past few years. He leaves behind a strong foundation.”

Ben said: “I’ve always admired Moose’s creativity, pace and ambition, especially in Games. This is an exciting opportunity to help shape a division that’s already achieved so much in such a short time. I can’t wait to work with the team to build the next chapter.”

Will Sharman joins STC Group as regional business development director

Newly appointed as STC Group’s UK-based business development director, Will Sharman will spearhead the company’s business development in the UK, EU and regional markets, with strategic importance to the group’s global presence within the toys and children’s products, and house and homeware sectors.

Established in 1963, STC is an independent not-for-profit organisation that has provided over 60 years of testing, inspection and certification expertise. It offers a wide range of conformity assessment services for myriad products, including toys, house and homewares, food, electronics and medical. With worldwide recognition from accrediting organisations and a strong client base, the group operates offices and cutting-edge laboratories across Asia, North America and Europe.

Will Sharman commented: “I was eager to take on this role as I have always been passionate about product testing and STC Group is fast becoming recognised globally, offering a one-stop solution for companies. I’ve an extensive background in manufacturing, retail and distribution, and this role allows me to offer my network access to markettrusted solutions for all their testing needs.”

To discuss quality compliance and testing in line with industry guidelines, contact Will on 07918 653 940.

Marketing World

Tamagotchi Paradise launches with in-store events

Bandai Namco Amusement Europe launched Tamagotchi Paradise at Bandai Namco Cross Store Camden, London and Birmingham, and at the official Tamagotchi Shop in Brighton and Ealing in July. Guests enjoyed photo opportunities, got hands-on with a Tamagotchi Paradise device, interacted with Lab Tama and received a variety of promotional items.

“Bandai Namco Cross Store houses the most popular and high-quality Japanese brands Bandai Namco has to offer,” said Rob Cook, Locations Based Operations director at Bandai Namco Amusement Europe. “With the launch of the new Tamagotchi Paradise, we continue to bring the latest and best products to fans with the addition of in-store experiences.”

Priya Jadeja, Brand manager, Bandai UK, added: “Tamagotchi Paradise is a new way for fans and newcomers to the brand to experience the iconic play pattern.”

A range of different activities took place at the stores, including photo opportunities at the Camden store, a Tama Lab in Camden and Birmingham and Tamagotchi Original, comic books, headbands and stickers at all stores.

Featuring a colour LCD screen, Tamagotchi Paradise is available in three colours and is out now.

For stock enquiries, Bandai can be contacted on 020 8324 6160 or sales@bandai.co.uk.

Lego honours Silverstone F1 champions with special trophies

Following the thrilling Formula 1 British Grand Prix 2025 at Silverstone on 6th July, the Lego Group presented the top three drivers – Lando Norris, Oscar Piastri and Nico Hülkenberg – plus the winning constructor, McLaren, with the first-ever Formula 1 trophies made entirely of Lego elements.

Created to celebrate F1’s 75th anniversary at the site of the sport’s very first Formula 1 World Championship in 1950, these builds were inspired by the design of the current RAC (Royal Automobile Club) golden British Grand Prix trophy. The creation of these trophies is a continuation of the multi-year partnership between the Lego Group and Formula 1, aimed at introducing the sport to more families around the world through playful and immersive fan experiences.

Following the presentation of the official British Grand Prix trophy, Lando received a goldadorned Lego Trophy comprising 2,717 Lego elements and weighing over 2kg. The 2nd and 3rd place drivers, Oscar and Nico, received white Lego trophies with red and blue detailing respectively, and constructor McLaren received a dark blue and gold coloured brick-built trophy.

Julia Goldin, chief Product & Marketing officer at the Lego Group, said: “At this year’s British Grand Prix, we wanted to do something truly unique to celebrate a major anniversary, as well as surprise and delight builders around the world. The legacy of Silverstone is incredible, and we hope fans are inspired by these unique trophy builds that demonstrate how, even when starting with just one Lego element, there are limitless possibilities to what you can create.”

Emily Prazer, chief commercial officer of Formula 1, added: “Our partnership with the Lego Group has already turned heads with the big build Lego cars in Miami, and our next collaboration sees us mark Formula 1’s 75th anniversary at the venue of the first race in 1950 with these exquisitely built trophies. It’s been fantastic to work with the Lego Group on developing really creative and engaging moments to drive interest and curiosity among both our existing and new fans, and to inject some additional fun into such a celebratory moment as the trophy presentation.”

Connetix and The Kid Collective launch charity partnership

The Kid Collective will work with Connetix to raise funds for Rainbows charity, which provides care and support to babies, children and young people with life-limiting and terminal illness across the East Midlands. For every Connetix product in its Rainbow range that is sold by The Kid Collective through the online store, both companies will donate 50p.

Laura Davies, founder of The Kid Collective, said: “When Rainbows approached us, we were genuinely moved. Its compassion, dedication and the impact the organisation has on families is nothing short of inspiring. This partnership is a way for us to give back, to honour the magic of childhood in all its forms, and to make a meaningful difference through the support of our customers.”

The Kid Collective also plans to develop its partnership with Rainbows even further and make an even bigger impact on local families.

Melanie Bodaly, Partnership Development and Events manager at Rainbows, said: “Partnerships like this make such a difference to Rainbows. Our extraordinary Play Specialists bring the fun to babies, children and young people with serious or terminal conditions, tailoring activities to each child’s unique abilities and personality. To have the support of organisations like The Kid Collective and Connetix is truly incredible, not only for donations raised but also for what the products bring to children. We look forward to working together.”

Heather Barclay, National and Key Accounts manager at Connetix said the team is honoured to be partnering with The Kid Collective in support of the work that Rainbows does: “Being a part of this partnership allows us to help make a meaningful difference with every pack sold directly supporting the important work the team at Rainbows is doing. It’s a perfect match of colour, creativity and compassion.”

The Final Piece of Your Toy Logistics Puzzle! Let’s help you scale across retail, online & marketplaces.

PARTNER WITH US?

99.4% pick accuracy, 100% inventory accuracy — guaranteed.

Full EDI/API integration with all major retail & e-commerce platforms — Shopify, Amazon, marketplaces & more.

Smart border solutions — leverage your EU VAT & EORI for frictionless shipping.

Facilities in UK & EU — scale your EU business with ease.

In-house customs clearance & freight team — door-to-door service for inbound & outbound.

Expert returns & reverse logistics — from grading to restocking, disposal & value recovery.

Flexible kitting, assembly & rework — tailored to your brand.

4PM cut-off — next day delivery.

Ready to scale your toy business? Let’s talk.

Opinion

Fast trends & fragmented screens

This month, Emilie Flanders looks at how toy companies should be navigating the new landscape of kids’ YouTube.

For years, YouTube has remained the digital playground of choice for children, with TGI data showing that over 70% of kids aged 14 and under use the platform to consume content. But while YouTube remains dominant, the way young viewers engage with content is evolving at speed.

Where once TV shows and established channels like CoComelon and Peppa Pig ruled the screen, today’s audience is scattered across a dynamic ecosystem of micro and macro creators and niche interests. Kids follow creators who reflect their exact interests, whether that’s slime tutorials, plushie animations, DIY science hacks, or gaming content. These creators may not have household-name status, but they build strong loyalty within tightly defined communities. A trend might originate on TikTok, catch fire on YouTube Shorts and drive product demand all within days. This speed and specificity mean brands need to be ready to act fast and run their ads across emerging fandoms early.

Children are no longer tied to a single viewing format. The rise of Shorts has reshaped how they engage with content on the platform, with a growing preference for short, digestible clips consumed primarily on mobiles. In fact, Precise TV and Giraffe Insights PARK data shows that two-thirds of children who use YouTube Shorts say they’re watching more than they did a year ago. One of the most significant shifts in the report is the 32% year-on-year increase in YouTube Shorts consumption, with the format now reaching 49% of Gen Alpha viewers, up from 37% in 2023. This sharp growth highlights a clear shift in

attention toward bite-sized, scrollable formats that deliver quick hits of entertainment.

For toy advertisers, this presents both a challenge and an opportunity to rethink how and where they appear in the lead-up to Q4. To navigate this fragmented and fast-moving landscape effectively, brands must dig into the behavioural shifts driving these changes. Here’s a roadmap to help structure the new landscape of kids’ YouTube:

• Context is king: Relevance is as important as reach. Rather than focusing purely on highsubscriber channels, brands should place their messaging within content that aligns with kids’ real-time interests. Whether it’s an unboxing video, a game playthrough, or a trending Shorts challenge, showing up in the right moment increases desired reach.

• Don’t overlook shorts: Shorts have become a core part of how kids consume YouTube. Since Google expanded Shorts ad capabilities last year, advertisers now have the tools to plan and optimise this format more effectively. It's no longer just an add-on but instead a critical format for awareness and trend integration. To reach young audiences with consistency and frequency, advertisers need to run across multiple formats, not just rely on traditional YouTube skippable pre-roll.

• Creatives must match the moment: In this diverse viewing landscape, recycled creative assets won't resonate as well. When possible, tailor creative to match the surrounding content, whether that’s tone, format, or

platform. Something as simple as mirroring a creator’s editing style or tapping into an active trend can make a huge difference in engagement, particularly across Shorts.

• Varied approach to routes to market – As kids increasingly split their attention across multiple platforms and content types, it's essential to take a multi-channel approach. Leveraging a combination of routes such as SuperAwesome, Precise TV, YouTube Kids, and premium content partners will maximise reach, relevance and brand safety, and ultimately connect with our audience wherever they're consuming content.

• Big channels still have a role - but diversification is key: Established, high-reach channels continue to deliver valuable scale and brand safety, particularly for top-of-funnel awareness. However, relying solely on these placements risks missing the micro-moments where kids are truly engaged. A balanced approach that combines broad-reach channels with contextual placements across niche creators and Shorts ensures that messaging lands both widely and meaningfully.

Ultimately, kids’ YouTube habits aren’t just evolving but they’re also accelerating. What worked a year ago may already feel outdated today. The brands that win will be those who embrace format variety, monitor trend cycles closely and deliver creative that feels native, timely and tailored. To learn more about the key trends noted, and more besides, get in touch.

Emilie Flanders - associate director at Generation Media

Licensing World

Bratz launches new Clueless fashion doll collection

Bratz, the on-trend lifestyle and fashion doll brand from MGA Entertainment (MGA), has announced the launch of its Bratz x Clueless Collector dolls in collaboration with Paramount Consumer Products, a division of Paramount, whose Paramount Pictures produced the endlessly watchable 1995 classic. The two cultural forces are teaming up once again for another fashion-fuelled doll moment, paying tribute to the 30th anniversary of Clueless. The collection has now rolled out in the US and select international markets, starting with the launch of the Cher doll, followed by Amber and Dionne.

“Bratz has always been about turning up the volume on selfexpression and Clueless showed an entire generation that fashion isn’t just what you wear, it’s who you are,” said Jasmin Larian-Hekmat, Bratz Creative director. “This collab is a full-on fashion moment. We’re bringing together two icons of unapologetic individuality to give fans their ultimate permission slip: go bold, get loud and own your look.”

Bratz remains at the epicentre of fashion, beauty and pop culture. From designer partnerships to licensing collabs, fans love to see culture’s biggest obsessions reimagined through the unapologetic world of Bratz. This new release is no exception, where two popular franchises embodying the same energy collide and ignite.

Each doll comes with two iconic outfits from the film featuring 90s fashion, a flip phone and a custom driver’s permit based on the character – all wrapped in premium packaging.

MGA’s Miniverse and Universal launch Jurassic World Rebirth-inspired dinosaur collectibles

MGA Entertainment has partnered with Universal Products & Experiences on a new collection from the popular mini collectible brand MGA’s Miniverse. Make It Mini Dinosaurs is inspired by Jurassic World Rebirth, the action-packed new chapter in the legendary film series from Universal Pictures and Amblin Entertainment that opened in July.

Fans can step into Jurassic World Rebirth and unleash their creativity as they make, shake, display and collect realistic baby dinosaur replicas. With 12 dinosaurs to discover, every unboxing is a surprise-filled adventure. This new line offers imagination, creativity and hands-on DIY fun for tweens, teens and kidults alike.

“MGA Entertainment is delighted to be launching this new collection with Universal Products & Experiences, offering Jurassic World fans and kidults a truly unique prehistoric-themed collectible,” said Pamela Justice, head of Marketing UK & Ireland at MGA Entertainment. “This new licensed range combines the creativity and innovation of MGA’s Miniverse with the thrilling world of Jurassic World Rebirth, allowing fans to bring the magic of dinosaurs into their homes in an entirely new way. We’re sure this collection will inspire imagination, creativity and nostalgia among fans of all ages.”

Consumers open their mystery Make It Mini Dinosaurs capsule to reveal a dinosaur egg or a hybrid cylinder; both containing a surprise dinosaur and all the realistic mini supplies and accessories needed to create a creature from the blockbuster Jurassic World film franchise.

First, fans scan the QR code on the egg or collector’s guide to discover information about their dinosaur. They then follow the instruction guide to inject their egg or cylinder with “DNA” powder and liquid, bringing the baby dinosaur to life. Once the “DNA” is injected, they can shake the egg or hybrid cylinder and wait for the materials to separate, revealing the dinosaur. The capsule packaging also transforms into an incubator display. Users can collect unique accessories and supplies found in the capsules; every new unboxing brings even more excitement to the collection.

MGA’s Miniverse Make It Mini Dinosaurs capsules are available now at an RRP of £9.99.

Wow! Stuff’s Dolores Deluxe Puppetronic wows

at Jurassic World Rebirth premiere

The green carpet was rolled out in style at Universal Pictures and Amblin Entertainment’s Jurassic World Rebirth world premiere in London on 17th June. Wow! Stuff’s latest innovation, the Dolores Deluxe Puppetronic, made a show-stopping appearance at the event on the shoulder of young actress Audrina Miranda, who stars as Isabella Delgado, captivating media and fans alike.

Dolores, a true-to-Universe life-sized replica Aquilops, inspired by iconic scenes from the new film, stunned onlookers with her realism and characterdriven movement, capturing the spirit of Jurassic World in toy form like never before.

Speaking from the premiere, Kerry Tarrant, head of Marketing and Brand at Wow! Stuff, said: “It was incredible to get our most innovative Jurassic World product yet into the hands of not just one of the stars of the movie, but someone right in our target audience. Audrina absolutely loved Dolores; the reaction was everything we’d hoped for and more. We can’t wait for stock to land and to see Dolores come roaring to life for fans everywhere.”

Dolores is set to be a major collectible for Jurassic World superfans and toy collectors alike. In true Wow! Stuff style, she brings blockbuster moments to life through cutting-edge design, creativity and technology. Stock lands this summer, with the main launch scheduled for September.

For more information on Wow! Stuff visit www.wowstuff.com. For sales, contact 07817 273 766 / kaya.leadsford@wowstuff.com

Licensing World

YuMe Toys expands anime line-up with original collectibles

YuMe Toys continues to expand its presence in the anime category with a stand-out launch of original, in-house designed lines through late 2025 and into 2026.

Building on its momentum in collectibles, YuMe is once again solidifying its position as a fan-first toy business that translates globally loved IPs into on-trend collectible formats that resonate with both new audiences and long-time fandoms. The autumn/winter 2025 range focuses on five core anime properties. New lines of One Piece Pocket Hero mini figurines and DZNR plush collectibles will celebrate the enduring legacy of the Straw Hat Pirates, while a range of 9cm collectible Hero figurines is set to capture the intense spirit of the iconic series Attack on Titan. Both the Pocket Hero and DZNR ranges include fan-favourite characters from Dragon Ball Z, and new launches in both Hero Box and DZNR add to the existing YuMe collectible range for Jujutsu Kaisen. Spy x Family, one of anime’s most recent global successes, welcomes new Bobble Heroes and DZNR plush.

Looking ahead to 2026, YuMe’s anime slate includes additional IPs Oshi No Ko, My Hero Academia and Haikyu!!, all of which are ideal for transformation into licensed anime collectibles. YuMe’s Hero lines are developed and designed in-house by its global creative team, led by Gurdeep Bains.

“Anime’s momentum shows no signs of slowing down, with fandom that spans and connects generations,” said Felipe Noriega, VP and Regional director EMEA, YuMe Toys. “From long-standing anime fans through to kidults and today’s youth streaming fans, we see anime collectibles as a go-to in the toy sector. We’re proud to be part of that movement with YuMe’s original designs, which celebrate each and every series.”

The YuMe Toys sales team can be reached at www.yumetoys.com or emeasales@yumetoys.com

Ravensburger’s Disney Collector’s Edition puzzle range hits milestone

The addition of Moana and Lilo & Stitch to Ravensburger’s Disney Collector’s Edition puzzle line-up later this year will see the range reach a major milestone of 20 collectible jigsaws, each with 1,000 pieces.

“I know these two new additions will bring pure joy to Disney and puzzle fans alike,” said Hayley Holland, Licensed Puzzle product manager at Ravensburger. “The charm and warmth of the scenes is simply timeless, and they take their place among a line-up of classic Disney hits such as Snow White and Cinderella.”

She added: “With the recent box office successes of both Moana 2 and Lilo & Stitch demonstrating a passionate following and growing fanbases, these two introductions from the Disney hall of fame couldn’t be more appropriate.”

The Disney Collector’s Edition series by Ravensburger first launched in 2017 with the introduction of a Snow White and the Seven Dwarfs puzzle, a jigsaw which has remained in the company’s top sellers ever since. With hundreds of thousands of puzzles having reached tabletops across the globe since it first rolled out, the collection is one of the company’s leading puzzle lines.

For more information on the range, contact Ravensburger on 01869 363 830.

Retailers celebrate the Summer of Superman

The Summer of Superman is officially underway as Warner Bros. Discovery Global Consumer Products (WBDGCP) celebrates DC Studios’ latest blockbuster movie. The highly anticipated Superman film, from Warner Bros. Pictures and writer/director/producer James Gunn, launched globally in cinemas on Friday 11th July 2025 with the full backing of UK retail, as takeovers rolled out in stores and online.

The Entertainer led the heroic retail outreach to parents and kids, offering new lines from Spin Master, Fisher Price, Funko and Jazwares in 160+ stores across the UK. The campaign was further brought to life with branded window displays in 120 stores, 6ft+ Superman standees and exclusive private screenings of Superman for five lucky customers and up to 20 of their family and friends.

Ahead of the movie’s launch, HMV went live with a full programme showcasing the licensed products that target the burgeoning kidult market. For the first time in HMV’s 104-year history, the retailer’s famous canine icon has been given a new DC Super Hero makeover, with Superman’s sidekick, Krypto, temporarily replacing Nipper the Terrier. This logo features on the signage at HMV’s Oxford Street Flagship and across its online storefronts. The innovative logo hijack is just part of a far-reaching synergistic collaboration between WBDGCP and HMV, which saw the store transformed by a series of fan and community-oriented events throughout the whole of July. James Gunn, the multi-award-winning screenwriter, director, producer and co-chairman/CEO of DC Studios, raised the curtain on proceedings on Tuesday 1st July 2025 with a special appearance at HMV’s flagship retail store on Oxford Street for a Q&A session with film critic Helen O’Hara. 200 lucky super-fans were in attendance. Special events also took place in stores nationwide throughout the summer, including a dedicated fan event at HMV Oxford Street in London on Friday 11th July.

Rachel Wakley, SVP & general manager UK&I at Warner Bros Discovery, said: “We’re delighted to see our retail and licensee partners celebrate the release of Superman on the big screen this summer. Our multifaceted collaborations, including the amazing takeover of HMV’s Oxford Street store, allow us to deliver this iconic franchise to UK audiences, generating excitement among Superman fans both old and new.”

The Superman licensee line-up includes Funko, Pyramid, Heroes Inc, Paladone, Rubies and McFarlane, plus the comics distributor PG UK.

Company Profile

Partners in Logistics

Partners in Logistics strengthens toy presence

Toy World caught up with Partners in Logistics Managing director, Abbas Bhanji, to hear how the company is looking to expand its footprint in the toy community.

AAbbas Bhanji is enthusiastic about logistics and passionate in his belief that a good logistics partner can be a huge advantage for toy suppliers: “Our name sums us up perfectly – Partners in Logistics. We are your partners, and we can literally do anything and everything in the supply chain, from start to finish.”

The company handles both B2B and B2C orders, and along with numerous toy suppliers, also currently has customers that offer electronics, mobile accessories and cosmetics. Because it works with a selection of companies supplying the same retailers, Partners in Logistics is able to consolidate bookings, which massively reduces the price per pallet.

The business is located in Coventry, an area known as the ‘Golden Triangle’ for freight and logistics, as it is located around two hours from every major UK city, which helps to keep costs down. Being a university town, there are also a lot of young and energetic students, which represent a great source of part-time labour.

Abbas explains how the company was set up after Brexit and the Pandemic to help toy companies trade efficiently: “One of our biggest advantages is that we come from a toy supplier background, having worked for many years as UK distributor for Sakar. So, we know how the toy industry works, and the team has considerable experience of dealing with retailers, so we know the foibles and working practices of each individual account. We understand retail manuals, and also how to get round certain challenges. Sometimes we’re asked to do something that just doesn’t make sense, so we’ll talk to the retailer about the best way to proceed to save everyone time and money – the retailer, the client and ourselves.

“We appreciate that each retailer is different, so when we receive an order, we know what we have to do to process it efficiently. We know what each customer needs, right down to whether the truck needs a tail lift. We’re a collaborative, flexible team, and we’ll do whatever it takes to make things run smoothly.”

Flexibility is key to the Partners in Logistics ethos: “We aim for deliveries to be prepared the same day the order is placed and shipped the next day. We log in to clients’ vendor accounts, get the ASINS and our bespoke warehouse management system helps our warehouse team to get everything ready quickly and accurately. You could say we are obsessed with getting orders picked, packed and shipped out the next day.

“Our client portal system keeps our partners updated with inventory - what’s available, what’s been allocated. It has direct integration links to many retailers, including Amazon, Tesco, Shopify, The Range and many others.”

All invoices are sent monthly, not daily, and customers have 30 days to pay. “This makes it easier for our partners to trade efficiently and cost-effectively,” explains Abbas. “We even prepare VAT returns for some of our US clients, and handle all duty and customs forms, plus other necessary paperwork. We learnt the hard way how to navigate Brexit – wherever products are shipping from and to, you have to keep on top of all the customs changes.

“Most toy companies now go down the 3PL route – we firmly believe we can deliver a better service and better prices than they could achieve if they did it themselves, yet alone a 3PL. Our aim is to keep the cost of logistics below 5% for our partners – there’s no way they could do that if they were doing it themselves.”

PIL is happy to offer flexible contracts: “We don’t have to tie clients down to multi-year deals. If they’re happy, they’ll stay with us.”

The business is ISO 9001, ISO 14001, ISO 45001 and ISO 18001 accredited, reflecting its commitment to quality, environmental management, health and safety and operational excellence. Additionally, it maintains a 99.7% pick accuracy rate and 100% inventory accuracy, which has been instrumental in delivering consistent, reliable service to its clients.

Abbas admits: “It’s not a glamorous business; it is very process driven. From an operational standpoint, everyone in the team has to know what they’re doing. Everyone – even the owners – knows how to do every facet of the work. Clients can rely on us: contact is direct, we answer calls and aim to respond to emails within 20 minutes. If there is a problem, we understand that it needs to be sorted immediately. Failed or rejected orders not only cost money, but they also cause many problems within a business – and we want to avoid that at all costs.

“We’re on top of what needs to happen. That means retailers are happy to increase orders, because they trust us to deliver and know everything will run smoothly.

“We’re always looking for new clients. We’re firmly established in the toy business, and we want to increase our footprint. After all, most toy companies sell to a similar group of retailers. We’ve just opened a new warehouse in Leamington, so we have the capacity to take the business to the next level.”

Toy companies interested in knowing more about Partners in Logistics can contact Abbas Bhanji on abbas@piluk.co.uk or on 07737 989 898.

Managing director, Abbas Bhanji

Insight

To monitor what’s happening in the ever-changing toy market, Circana collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy. For more information visit www.circana.com.

Grow with the flow

Melissa has some encouraging data to share this month, as she looks at the trends and themes that are boosting sales across the toy market.

For the last four years, licensed toys have been out-performing non-licensed toys in the UK and across Europe, currently up +1% in value this year while non-licensed toys have declined -5%. YTD August 2024, licensed toys account for 33% of all toys sold, up from 27% in the same period in 2021. While historically many licences in toys come from key theatrical releases and streaming or TV shows, there has been a blurring of the lines between these sources over the last few years as many character driven properties are chasing a “360-always on” presence in consumers’ lives, with video games, shows, online shorts and other media all expanding character awareness.

While licensed product continues to be a key metric for the toy market, there are different ways of splitting the data which can provide new insights into what types of items or themes consumers are attracted to and purchasing within the market. The biggest theme is Transportation, with 11.6% of all toy sales going to a transport item; the strongest products within this category are Hot Wheels, Lego Technic, Monster Jam and Lego Speed Champions. This is a classic theme which has had a steady 11-12% share of the market over the last five years.

Characters has also grown over £4m this year with Lilo & Stitch performing particularly strongly, as well as Sonic the Hedgehog showing growth over 71% YTD. Both licences have films coming out that should continue to drive performance for the remainder of the year and into 2025. Elsewhere, other strong performing Animal Characters include Paddington Bear and Beatrix Potter/Peter Rabbit, as well as Lion King.

After Other Animals, the third fastest growing theme is Pro Sports Leagues where the Euro Champions Football Tournament over the summer has helped increase sales,

Demonstrating the UK consumer fondness for their pets and animals generally, the second largest theme in the market is Other Animals, which is also the fastest growing theme so far this year, adding over £16m in sales up to August. While generic animal products account for 30% of Other Animals, there has been growth with animal items within VTech Baby and Fisher-Price as well as with plush, where lines such as Snackles and Adopt Me! have shown growth this year. Interactive pets have also helped this theme with the original Bitzee and some Robo Alive lines adding to sales in the first eight months. Other Animal

Melissa Symonds Executive director – UK Toys, Euro Toys

and Nightmare Before Xmas ranges have been picking up sales in the last couple of months as we head towards Halloween – potentially a growing occasion opportunity for the UK toy market.

especially through collectible cards and stickers. National Football League has also performed well this year, in addition to motor sports with growth from Formula 1 and NASCAR. Another of the fastest growing themes in the UK is Fantasy Creatures & Characters, which has a wide range of items and properties and added £5m additional sales this year. The top properties are Magic Mixies, Monster High and Furby, which are all in growth this year. This theme also includes the Trolls, Ghostbusters and Stranger Things licences, as these content-driven properties expand toy offerings. In particular, the Monster High Wednesday Doll

Manga/Anime has overtaken both Space and Superheroes themes in size and now accounts for 4.8% of all UK toy sales. Manga has seen strong performance this year from One Piece, Dragon Ball Z, Dragon Slayer and Jujutsu Kaisen. The relaunch of Beyblades is also starting to add sales to the theme. The Space theme tends to be dominated by Star Wars, which has grown this year, but it has also seen growth from Lego City with its space theme for 2024, as well as Dune following the movie release at the end of 2023. Superhero themed toys have declined this year with a significant reduction in film releases, but Deadpool related items started picking up in August with the release of the Deadpool & Wolverine movie. By looking at themes within the toy market rather than just individual licences or categories, it’s interesting to see which areas are gaining in popularity, whether through content or new product. This year animal nurturing, sports and fantasy creatures are appealing to consumers of all ages. What impact these themes will make over the important Q4 period remains to be seen, but new launches within these themes makes it extremely likely their popularity will continue to the end of the year.

Item Progression:

Following the release of the live action How To Train Your Dragon movie early in June, the property has jumped up the rankings. HTTYD Viking and Dragon Figure Assortment is the No. 1 item in Action Figures and

two thirds of the property’s sales. Plush is the second largest category, accounting for 30% of HTTYD sales.

Price points across total toys

The Average Selling Price (ASP) for Toys in the first half of 2025 was £11.14, up +7% versus 2024. This ASP varies by supercategory with Building Sets currently having the highest ASP at £22.30 and Explorative & Other Toys at £5.47. All price points are currently in growth in 2025. The largest price point is £10-£19.99 which accounts for 30% of all sales and growing +7%. The largest supercategories for this price point are Infant/ Toddler & Preschool Toys and Building Sets. However, the largest properties at this price point are Pokémon, Funko Pop and Minecraft, all showing strong growth. In addition, there is also growth coming from Lego Botanicals, Sonic the Hedgehog and Lilo & Stitch.

Price Points across total toys

Price Points across total toys

The fastest growing price point is £50-£99, which accounts for 9% of sales and is up an impressive 22%. This price point has seen strong growth in Building Sets, which accounts for 37% of this price point. Lego Fortnite, Lego Star Wars and Lego Icons are strong growth properties, as well as Pokémon and TonieBox. £20-£49.99 price point accounts for just over a quarter of all sales and is growing +13% with Pokémon demonstrating its growth across all price point and growing again. However, Lego Botanicals and Lego Speed Champions are also showing double-digit growth here, as is Harry Potter.

The sub-£5 price point also accounts for 9% of value sales but represents a massive 37% of volume sales. The largest supercategories are Explorative & Other Toys and Outdoor and Sports Toys. However, the largest properties are driven by collectibles with Pokémon, Hot Wheels and Lego Minifgures all top properties and growing. The £5-£9.99 price point is the slowest growing, up just +1%. However, Action Figures & Accessories has grown +41% at this price point and Youth Electronics +44%, with property growth from Ty and Play Doh.

Talking Shop The toys of summer

With the summer season in full swing, indie retailers share what they are stocking currently, what’s selling and how they make sure that products catch customers’ eyes in store.

Turner Kids Stuff Toys, Bognor Regis

The summer period has been excellent so far; the sunny weather has had a positive impact and we’ve seen numerous sales across our offering of outdoor products, especially paddling pools and water pistols - Zuru’s X-Shot is one of the ranges that has been performing very well this summer. However, despite what some people may believe, being based at the seaside can have its downside; we often don’t have as much footfall during really hot days, as everyone will be down at the beach or in the parks making the most of the sunshine.

Our licensed lines always perform well as there is a cinema just up the road which we collaborate with; we put up a poster to encourage people to watch the latest movies, and they display a poster for us to encourage cinema goers to visit our store to find toys based on current films. This has proved to be a successful way to attract customers, as we often get families coming in still holding their box of popcorn. We’re just about to receive a delivery of Superman toys which I expect to be popular, with all the buzz surrounding the movie’s release. Lilo & Stitch, Jurassic World and How to Train Your Dragon are all licences that have been selling brilliantly so far this year; the movies have really helped to boost toy sales.

Squishmallows’ Stitch line has been a big hit. Out of eight Kids Stuff Toys stores, our shop leads the chain in sales of Squishmallows products, and Stitch has built on the success of licensed Squishmallows like Beetlejuice, Nightmare Before Christmas, Harry Potter and Lord of the Rings.

Lego always performs well too, with ranges including Speed Champions’ F1 cars, Star Wars, Lego Fortnite, Lego Creator and Lego Botanical enjoying phenomenal sales. Although Lego’s Minecraft range has always been a strong seller, the movie helped increase sales even more. Lego’s 2 Fast 2 Furious range is also in high demand right now.

All Pokémon products sell well, including toys and plush, but the Pokémon TCG is by far the best-selling range; we literally cannot keep it in stock as fans come and grab it as soon as it arrives. Hot Wheels cars have also been very successful, especially the Fast and Furious range; this too sells out very quickly when it comes into stock.

Other popular categories right now include role-play toys such as wooden fruits and vegetables, and sensory toys like squishies. Fidget spinners seems to be a resurgent trend, too. I hadn’t seen many of them for a couple of years, but we decided to reintroduce them to our range recently, and they have proved popular. Toys and figurines/action figures

inspired by internet trends such as Skibidi Toilet, Box Fruits and Five Nights at Freddy’s are all proving successful, and our Funko range remains popular with customers.

We change our window displays around every month to keep things fresh and exciting; for example, last month’s displays featured popular characters including Barney, Dora, Bluey and Peppa Pig. We update our Facebook page five to six times per week to keep our customers informed about the latest launches and products in stock. We are quite limited in what we can change inside the store, as we cannot easily dismantle our shelves. Nevertheless, we alter the layout from time to time to highlight different ranges and any products on special offer, to give our customers alternatives depending on their budgets.

Although we haven’t started planning for Q4 yet, as we like to make the most of the summer season, our customers look forward to us releasing the Lego advent calendars on 1st September, as soon as they are available. I’m also really looking forward to August and September’s Lego launches, as they will go on our shelves for the Christmas period. So, there’s a bit of crossover before we start the run up to Christmas in earnest.

Troy

Talking Shop

Julie Logan The Olive Branch, Castle Donington

WWow, it’s been hot. The weather has certainly helped sales, but we’ve also had a high number of events in and around our village location in Castle Donington: Download Festival, Classic Vehicles, Open Gardens etc, which have brought locals and visitors alike into our shop. Footfall and sales continue to be incredibly unpredictable but, generally, both are up on the same period last year which gives us some optimism going into the summer.

We have seen an increase in the popularity of licensed characters and have diversified and expanded our collection, although we prefer evergreen properties to shorter-term, movie-based characters. We are looking at the new F1 Hot Wheels collection and growing our Pokémon ranges due to an increase in demand. The introduction of ranges like these has both brought in new customers - and helps us to retain existing ones for a little longer.

Many of our top-selling products are in Sensory Toys. Fidget toys continue to be extremely popular, with new favourites coming in all the time. Crazy Aaron’s Thinking Putty Tins are sought after for pocket money buys and for gifting. We love the new tins, especially BFF with charms to make bracelets and the new Liquid Glass tins; both are amazing.

Over the years at The Olive Branch, we have established a reputation for high quality, timeless and traditional wooden toys and classic gifts, especially for babies and pre-school children. Whilst customers still seek us out for items like this, they are also looking for popular brands and licensed character items for older children. We have been working hard to develop our offering to reflect this: keeping the best of our timeless toys whilst also

Jo Webster-Green Bristol Favours Little Treasures, Bristol

Based in the suburbs of Bristol, our store predominantly stocks toys made from sustainable materials, including wood, organic cotton or rubber. Our target market consists of children up to 10 years old. Lines such as role-play fruits and vegetables and pull-along toys are very popular and, while wooden toys for little ones are found in the centre of the store, the outside edges are dedicated to older children and mainly feature products such as craft kits and board games.

We find that our focus on wooden toys is incredibly popular; we’ve become known for it in the area and often get customers coming in for wooden toys specifically. While I think that parents’ purchasing decisions are partly influenced by environmental factors, they also find that wooden toys offer excellent value for money, as they tend to last longer and can therefore be passed on to other family members. Wooden toys also hold their value, which means that they can be resold after use if the family no longer needs them. I think consumers nowadays consider these things when purchasing a product.

making room for more modern favourites with wider appeal for older children. To this end, we’ve added Pokémon, Lego, Plus-Plus and much more. As well as adding new lines, we keep things fresh by frequently changing the displays in the store and moving them around.

We are already planning for Q4 to ensure that we have good stock levels of sought after items that sell very quickly in the run up to Christmas, before it becomes increasingly difficult to get hold of them. We are always keeping our eyes peeled for new lines to complement our existing collection; the recent Toymaster Show in Harrogate was a brilliant opportunity to meet new and existing suppliers, and we are looking forward to Autumn Fair in Birmingham.

We always love the build up to Christmas. It’s a busy time with plenty going on, including local events like the Annual Christmas Cheer and Village Light Switch On. We’ll have stalls at various local events which all adds to that special buzz at this time of year. Due to our particular location nestled on the edge of Leicestershire, Derbyshire and Nottinghamshire, we are ideally placed to attend lots of markets and events on our doorstep to extend the reach of our little toy shop. We’ve recently visited the newly redeveloped Derby Market Hall too.

We have been focused on continued growth on social media. We try not to miss any opportunity to shout about everything going on in our shop and in our fantastic village. We count ourselves extremely lucky to be part of a brilliant community and shopping street, filled with small independents all working together to promote Castle Donington. We love to lend a hand wherever we can as we can all achieve more when we work together.

We are excited to see how our newer ranges will be received and will continue to diversify our stock accordingly, reacting to what our customers enjoy. We are delighted that our beautiful shop is becoming more and more well-known, and business seems to be picking up accordingly.

Talking Shop

I work with multiple brands, including Cubika, Lanka Kade and Classic World (distributed by Hippychick), which are all selling very well. These brands support the people who manufacture their products, and all feature stunning toys made with environmentally friendly materials, something our customers appreciate. I started stocking Cubika last year, and my decision was influenced by the fact that its toys are made in Ukraine. I was very pleased to be able to do something that would help the Ukrainians, and the toys are beautiful and sell out very quickly.

We also offer a wide selection of pocket money toys, all priced at a maximum of £5. This is to encourage kids to save their pennies and money from the tooth fairy to spend on affordable treats. Some of the most popular lines we carry include squishies - squishy slugs are selling well at the moment - as well as high-quality wooden yo-yos. Whoopee cushions are a favourite; during the Christmas season, I always make sure I have plenty of those in stock.

Away from the traditional lines, we were the first and only toy shop in Bristol to stock the Toniebox for the first eighteen months of its release in the UK. The range has gained traction and is selling well; it’s a welldesigned, sturdy product that holds up to rough play.

We celebrated the 10th anniversary of our shop last month, which felt like a huge milestone in this current climate. It feels surreal that the children who would come to my store when I first opened now have children of their own, who are already growing out of the toys we stock. The community spirit in this region is very strong, and I’m fortunate to have a loyal clientele and lots of local support; I even have customers who have moved far away who still come back to do their Christmas shopping, as they know they’ll find good stocking fillers.

To celebrate the occasion, we held free raffles which everyone enjoyed. I also handed out a gift voucher to the 10th customer of the day, and there were giveaways for the children, including blow-up headbands with animal faces on them and pinwheels. We decorated the shop; a very talented local artist made us a peep board of a blue monster holding a birthday cake and other posters which were original and creative. With the peep board at the front of the store, so that children could have their photos taken, and a 10th anniversary banner and decorations, it was all very jolly.

I place a lot of focus on our display windows, which I change regularly throughout the year. There are two big windows at the sides of the shop, which I decorate with creative, handmade displays to showcase products, as well as amuse the children. These are very successful, as the children like to come and see what the latest weird, wonderful tableau is. Christmas brings an exciting opportunity to get really creative and create something magical that will delight everyone, so I’m looking forward to the festive season arriving. Before then, I've got a new display coming up featuring flowers and insects. Currently, one of the windows features flamingos, while the other is full of monkeys flying kites. It’s nice to see them raise a smile.

indie viewpoint

School’s out for summer!

AAs we write this, the Toy Barnhaus satellite is predicting two weeks of heatwave weather, just in time for the summer holidays! The last month has led to some fantastic outdoor sales, and we have finally cleared all the old stock of pools that we have been working through for a few years. The key question now is whether we have enough for this year – or do we buy a bit more to guarantee we don’t run out, and maybe secure stock at a cheaper price than will be available next year? Such decisions are a core dilemma of retailing, but all part of the fun. Water pistols and other water toys have sold exceptionally well this year, especially Kandy Toys’ water pistol range.

Following the excitement of the British Grand Prix, the Formula One licence continues to be one of our fastest growing properties. The Lego F1 Mini Collectibles range is our best seller, along with the Speed Champions range, and they both show no signs of slowing. Another range in pole position is the Maisto F1 diecast from One for Fun, and there are some wonderful extensions to the range coming that we think will sell well later in the year.

Films continue to drive strong sales. How to Train your Dragon has been on fire (if you’ll pardon the pun), and Jurassic World Rebirth looks like it’s going to be ‘roarsome’. Dress to Impress Dolls from Click have also got off to a flying start, but we can’t discuss our bestsellers without mentioning Pokémon trading cards, which still sell out as soon as anything new arrives. It looks like they’re going to continue to be hot until well into next year.

Plush is a huge category for us and has grown significantly over the last few years. Squishmallows continues to sell well; continuous new introductions really fuel the brand now, and attractive deals on older lines also offer value to customers. Plush has become increasingly trend-driven over the last couple of years; if you had told us we would be selling plush plants and food a few years ago, we would have thought you were mad! Among the vast array of animal plush, there are trends that come and go, with Capybaras and Highland Cows very popular currently. We’ve had a lot of success with the Keeleco Snakes range; it looks amazing on the display stands which Keel provides, they’re a really great way to make them stand out in store. Ty is another key plush brand for us, and the new TY Beanie Bouncers have been very well received – everyone wants to try them out and they certainly do bounce well in store!

Elsewhere, the Numberblocks range from Learning Resources is very popular with both kids and their parents; Educational Toys is a staple of our stores and always sells well. For budding musicians, we stock a range of musical toys and instruments, including licensed guitars and drums from HTI Toys and pre-school instruments from Halilit (these are perhaps more popular with the kids than their parents). That said, the Pre-school category is getting a bit tougher lately and we have to be quite selective in what we stock. We know that many of those that read our column like to hear our take on the toy trade from a food critic’s point of view, and we have kept that in mind on our visits to showrooms recently. Most suppliers are well versed to keep us fed and watered. However, this year, although Glasgow is a long way to go, One for Fun surpassed itself by treating us to a meal at Gaucho steakhouse, which we can heartily recommend. All joking aside, we do feel it’s important to get out to showrooms to see and touch products, and we can report that we have seen some remarkable lines to get us excited for the months ahead. The catering is merely a nice bonus...

Mark Buschhaus and Stephen Barnes Toy Barnhaus

THE UK’S LEADING TRADE SHOW FOR PEAK SEASON BUYING

Bring young imaginations to life by finding the most in-demand toys at Autumn Fair 2025.

Letter from America Vendor partnersbegin to think differently Opinion Rick Derr

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996 and then became a sub-franchiser. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick shares a talk he gave at this year’s Learning Express Convention.

WWe held our annual Learning Express Toys Convention and Show (Building Magic Moments) in late June. It was a very important meeting for franchisees as we approved and started to implement a new POS system. Being a franchise poses several disadvantages when a company wants to standardize data and procedures, yet continue to let the entrepreneurial spirit push forward. We have hit the sweet spot on this and will be implementing the new system over the next year. In addition, the convention invited new vendors to join our partners as we face the tariff headwinds of 2025. Together though, we will persevere and are determined to win.

At the convention, I presented a vision of how we must start to think differently about the relationship between manufacturer and retailer - specifically in marketing and selling to the consumer. As a retailer, the traditional approach of using print media to reach shoppers still has a place, although it has become less impactful for us over the last ten years. Just as the pandemic changed buying habits, it also altered how we communicate to our customers, as well as how we prospect for new ones. Yet driving traffic into stores naturally remains our No. 1 priority.

The new POS platform will now allow us to have an infrastructure to advertise, promote and sell our products in a social way. No, I’m not kidding; I want to stream live selling from my store directly to the consumer, where they can be informed, educated, excited and ultimately purchase with one click on the platform they prefer: TikTok, YouTube, Meta, website, or any future apps or platforms that become available.

So, what does that mean for the Vendor community? I have been working with Lee Parkurst, Chief Fun officer and social media selling & content creator expert, to begin discussing, educating and implementing new brand partnership ideas - some of which are now in test mode with two global toy companies. Some of the brand partnership ideas include:

1. Shoppable Social Content Bundles

Instead of catalogue ads, brands could sponsor TikTok and Meta content co-created with store owners or local creators – think “Back-to-School Picks” or “Top STEM Toys of the Month,” promoted via Instagram Reels and TikToks with links that drive direct conversions.

2. Website (Shopify) Features & Promotions

Brands could fund localized homepage banners or category features on individual store websites (e.g., Shopify). This provides digital visibility akin to prime shelf space, but with real-time engagement metrics.

3. Retail-Ready Creator Sampling

Learning Express stores could work with brands to distribute product samples to local parent influencers, bundling influencer-generated content with storeexclusive promo codes. Brands get social proof; stores get foot traffic and trackable sales.

4. Digital Co-Op Advertising Funds

Reallocate catalogue buy-in budgets to support retailer-paid media. For example, brands could match ad spend for Meta or YouTube ads run by stores, making them centrally coordinated and branded. This could apply to Learning Express in general or be geo-targeted to reach specific store locations.

5. In-Store + Online Event Series

Brands could sponsor themed in-store events (e.g., STEM Saturday) with digital amplification—live-streamed demos, content recaps, or limited-time promo codes that reward both attendance and online follow-through.

I believe we need to think differently - think end consumer. Suppliers should treat local indie toy stores as the direct arm of their sales force. We love your brands, so help us spread that love efficiently, surgically and in a social setting. The future for indies and vendors working together in a different way is now, so let’s start the conversation globally. The only way to lose is by not participating.

Space for a plush one?

The Plush category is overflowing with best-in-class suppliers, standout ranges and future best-sellers, with sales being fuelled by Gen Z trends, Kidult consumers and a need for all things cosy and comforting. In the wake of recent headlines regarding a well-known brand, Toy World brings readers a round up of the numerous new plush lines launching this yearfrom companies that value their retail relationships and the importance of indies.

Plush remains one of the toy market’s most consistently successful sectors. According to Circana data, Plush is the UK market’s sixth largest supercategory, with soft toys stocked in some shape or form by just about every toy retailer. From traditional to fashion-led, from high-end to impulse purchase, from character licensed to generic, there is a soft toy for everyone – and toy retailers are always looking for ways to freshen up their offering to keep consumers coming back for more.

This year’s deep dive into the world of Plush toys has ended up coinciding with Jellycatgate. Unless you’ve been backpacking in the wilds for the past six weeks, you’ll know that at the end of June, 100 specialist independent retailers received a letter – generically addressed “Dear Jellycat Stockist” – informing them that they would no

longer be supplied with the popular plush toys. A great deal more were informed that they’d failed to qualify for “Official Stockist” status, which comes with the great honour of a window sticker. Don’t worry, though: a kindly sales manager would be on hand to help them improve, if they wanted to try again for 2026. Understandably, some indies were so incensed that they chose to close their Jellycat account. One of them was Erica Stahl of Pippin Gifts, who sent Jellycat a blistering response via email (it’s well worth a Google). Sharing her reply on Instagram post, she wrote: “There are plenty of beautiful products to fill our shelves, and so many suppliers who are an absolute pleasure to do business with. Bye Jellycat.”

Erica is right – there are indeed plenty of beautiful plush lines and great suppliers out there, as this comprehensive category feature reflects. So, if you’re looking to fill a

Jellycat-shaped hole on your shelves, or simply looking to extend this popular category, read on.

Plush is often perceived as a deeply traditional category, but over recent years we’ve witnessed licensing, collectability, stylised design and out-there consumer trends influence the sector. According to Dylan Lawler, Social Media & Marketing manager at Innov8 Creative Academy – the company behind smash-hit brand Deddy Bears, as well as new 2025 launch Limbz - category evolution is being driven by adult demand just as much as it is by kids. One of the biggest trends of 2025 has been clip-on or wearable plush, fuelled by Gen Z (13-28 years old). Innov8, which is catering to demand by introducing a range of 4.5” blind-bag Deddy Bears Bag Clips, is one of several suppliers rolling out such ranges this year: Posh Paws, Bandai, Hasbro, Keel Toys, Aurora World and Just

Feature

Play are among those also launching assortments that will allow consumers to take their favourite plush characters with them wherever they go, while Ty continues to introduce adorable new characters to its Mini Boos and Beanie Clips lines. Being small and portable, bag clips and charms also tend to come with an affordable pocket money price tag, which further increases their appeal in the eyes of consumers.

Plush

Sticking with small, Aurora World is enjoying success with its bean-filled, soft and under-stuffed Palm Pals range, which covers trending themes such as food, animals and everyday objects; if you’ve ever wanted a palm-sized plush teapot or watering can, this is the range for you. “Palm Pals appeals to a wide customer base and continues to perform strongly across all major channels, from its heartland - independent toy and gift stores - to premium multi-door retail, travel and duty-free outlets, tourist shops, garden centres and seasonal attractions,” explains Martin Ringer, Sales director at Aurora World. “New styles such as Axolotl, Teapot, Airplane, Ship and Ice cream have recently been added, giving even more reasons to collect them all, and social media activity is high, driven by Aurora World, retailers and consumers.”

Social media continues to play a major role in the success of Squishmallows, from Jazwares. Indeed, Heather Corbett, head of Brand & Marketing, Squishmallows & Plush – Europe, says it’s been central to the brand’s meteoric rise. “With over 15b organic impressions and a highly engaged fanbase, including celebrities, creators and collectors, the brand thrives on shareability, trends and authentic community connection,” she says. “Our influencer-led campaigns, particularly on platforms like Snapchat, have proven effective at sending fans in-store and online and creating measurable sales uplifts. Our influencer-led Squish Hunts are driving real footfall into stores, especially when paired with high-impact moments like new product launches and gifting peaks.”

At the same time, Jazwares is keeping the brand fresh and front of mind by continuing to forge innovative licensing and lifestyle partnerships, from Disney, Marvel, Stranger Things and Hello Kitty licensed plush to tie-ups with McDonald’s Happy Meals, H&M and Puma. 2025’s impressive movie and TV show slate is providing plush licensees with enviable product development opportunities. Posh Paws is celebrating the highly anticipated launch of Gabby’s Dollhouse: The Movie and Wicked: For Good, as well as Netflix’s Wednesday, with new and refreshed toys, which join existing ranges for Jurassic World Rebirth and How To Train Your Dragon. Just Play, meanwhile, has been seeing strong sales across its own licensed ranges, which span Disney Junior, Minnie Mouse, SuperKitties, Sesame Street and more. As master toy licensee for Disney Stitch, the company has launched two feature plush toys, which Amy Saunders, UK Country manager, has high hopes for: Many Moods Stitch, which she says has “performed brilliantly at retail”, and Ultimate Stitch, which is tipped to be a festive best-seller.

Amy sheds light on the trends she’s seeing within Plush, including continued demand for toys that can support emotional wellbeing. She tells us: “Consumers – especially those affected by anxiety and neurodivergence - are

becoming increasingly educated on the benefits of sensory and weighted items, including toys. Many companies have developed toys to meet that new demand, but Just Play has gone a step further, using licensing to offer plush that are not only designed to support calmness and wellbeing, but are also packed with appeal. Our new brand, Comfeez, offers kids the snuggly comfort of a cosy hug with soft tactile fabrics, and each fan-favourite licensed character is filled with 2lbs [0.90kg] of pellets.” Simba Smoby is also launching weighted plush for 2025, in the form of the 40cm, 1.5kg Disney Snuglets range, while Zuru is expanding its core 1.5kg Hug-A-Lumps range with seven smaller 0.75kg characters and 11 ‘baby’ 230g plushies.

Elsewhere, kawaii is still shaping the category. Posh Paws’ Kawaii Kuties range this year welcomes collectible Mini Plush Surprise Capsules and Blind Box 3D Figurines based on popular foods including dumplings, macaroons, French fries and cake. The assortment of 2-in-1 plush Noodle Pots is a particular highlight, allowing collectors to mix and match the kawaii plush characters with the noodle pots. Kawaii and food also combine to form Mochi Pop, which has emerged as one of PMS’ most successful plush brands; a company spokesperson told Toy World the brand is outperforming many licensed ranges. Golden Bear is also tapping into the food theme with Foodibles, a new range of cute and collectible scented plush. Inspired by character bento boxes and stylised food trends, each plush comes in highly giftable packaging that matches the character inside.

Writing this shortly after the summer solstice, seasonal events are on the horizon and hold promise for plush retailers. Halloween is a major holiday for Innov8 Creative Academy, which excels at bringing consumers plush that is as creepy as it is cute and collectible.

“At Innov8 Creative Academy, we focus on creating products that are first, best and only,” says Dylan Lawler. “We make sure each line has a clear purpose, whether through clever design, great storytelling or just something that sparks joy. It helps us stay true to the heart of plush while still moving the category forward. Everything we’ve done, from ‘Summerween’ onwards, has taken us from strength to strength, with innovation helping us diversify our portfolio. The goal is to not just show up but to stand

out and make an impact. Emotional connection is something we build into every new launch, and our fans remind us of the success we’ve had every day. Deddy Bears, Limbz and our umbrella Kreepy Kreatures brand are all prime examples that it’s okay to stand out from the crowd.”

Of course, after Halloween comes Christmas, a huge time of year for PMS’ Elves Behavin’ Badly brand. Elfie and Evie – mischievous characters with soft bodies, extra-long legs and distinctive vinyl faces – are joined by plush caribou Rudie, who brings an additional element of charm and festive spirit to the range. In addition, Zuru’s Disney Snackles welcomes new 8” and 14” seasonal Halloween and Christmas characters, and Aurora World’s Halloween and Christmas Palm Pals lines will launch for Q4. All are well worth a look if you’re seeking ways to refresh and theme your store for Q4 (as well as capitalise on our increasingly American approach to celebrating spooky season).

While some plush suppliers are making a name for themselves by treating their retailers abysmally, our contributors and advertisers pride themselves on their first-class customer service and partner support – and are seizing the opportunity to reiterate this to independents in particular. Keel Toys promises dependable stock availability and competitive pricing – something that will be music to the ears of those who’ve been dealing with chronic difficulties securing Jellycat – and says its mission is simple: to respect and understand what makes businesses work and to deliver collections that blend imagination, innovation and reliable sell-through. Aurora World also works closely with its retail partners of all sizes, and prides itself on its openness and accessibility. Martin Ringer says the goal is to build “longterm relationships that are beneficial for all parties” by delivering a strong brand profile with a clear one-stop solution. Supporting FSDUs, CDU fixtures and POS, meanwhile, ensure easy stockist recognition for collectors and consumers of all ages. Innov8 is equally committed to its partners. “Our retailers believe in our brands, and we’re committed to helping them succeed” says Dylan. “That means standout packaging, marketing that drives excitement both in-store and online, and a strong focus on social to reach fans where they already are. We think about the full path to purchase and build programmes that support sellthrough.”

To support Squishmallows, Jazwares is delivering an estimated 500m impressions across autumn/winter 2025 through a full-funnel plan that includes Snapchat and TikTok influencer campaigns, VOD, YouTube, pre-roll and gaming ads. Always-on gifting, custom hubs and licensed waves will be layered with real-time social storytelling and retail theatre to keep Squishmallows constantly visible and relevant. “Plush is evolving, and Jazwares is at the forefront of this shift,” concludes Heather Corbett. “With a broad and growing portfolio that blends collectability, lifestyle relevance and multigenerational appeal, we have brands that connect with everyone, from pre-schoolers to adult collectors.”

Read on to find out more about the ranges mentioned in this piece and many more, and why they deserve a space on your shelves this year.

SERIES 3 SERIES 4

SERIES1

Zuru

www.zurutoys.com | sales@zuru.com

Zuru’s category-defining weighted plush range, Hug-A-Lumps, continues to rank among the Top 10 items in Traditional Plush while driving the weighted plush subcategory. Blending the comfort of a weighted blanket with the emotional bond of a favourite soft toy, Hug-A-Lumps are designed to support calm and focus, promote relaxation and create feelings of comfort wherever kids go.

Series 2 introduces new characters and sizes, offering a wider range of price points and improved accessibility. With strong fan loyalty already in place, the latest lines bring fresh character designs, new shapes and sizes, and innovative textiles to enhance tactility. The core collection of medium-sized plushies (weighing 1.5kg) is now joined by seven smaller characters at 0.75kg and 11 ‘baby’ plushies at 230g.

Zuru continues to grow its progressive licensed plush brand, Snackles, with a series of new character drops, limited-edition licensing partnerships and seasonal themes. Each cute, collectible, on-trend plush animal character is paired with some of the world’s most iconic licensed snack brands. With the plush spanning multiple sizes, from 5” expandable versions in small blind capsules to supersized 14” plush characters, each Snackle comes with a mini snack, a unique back story about its hobbies and even a birth date.

Building on the brand’s popularity, Zuru has expanded the value offering by creating a series of fan-favourite characters with something completely different to licensed snacks, widening both appeal and collectability across brand fandom communities. Standouts include the Yeti with Spaghetti, Monkey with Banana Split and the Dung Beetle complete with its very own plush poop.

Q2 saw the unveiling of a Teenage Mutant Ninja Turtles collection featuring the four Turtles characters holding their own pizza slice. In the coming months, an all-new Disney Snackles range comprises eight characters, such as Disney Stitch holding a Coconut, and Disney Winnie the Pooh with his jar of ‘Hunny’. The Seasonal line-up is also experiencing growth new 8” and 14” Christmas characters set to land later this year, alongside themed collections for Valentine’s, Easter and Halloween.

The popular Rainbocorns universe continues to expand with the launch of Rainbocorns Mamacorn Surprise. Eight years since its debut, the brand remains a best-seller, offering unrivalled play value through a mix of nurturing themes, fan-favourite animals, fantasy characters and the surprise unboxing experience. The new line is packaged in eye-catching themed eggs, creating immediate impact and appeal on-shelf while also feeding into the anticipation of the discovery and reveal to come.

Each Mamacorn Surprise features one of seven plush characters hiding a mystery baby Rainbocorn, plus accessories and mini surprises. Beyond the toy aisles, Rainbocorns’ Raise A Rainbocorn Roblox game currently ranks as the No. 6 Branded Game, having been played over 20m times by more than 7.4m players to date.

All three brands are supported by robust marketing campaigns including digital entertainment partnerships, an always-on YouTube presence, content streaming, social influencer collaborations and PR. Simba Smoby Toys UK 01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com

Disney Doorables are now available in Simba’s plush collection. With 90m Disney Doorables figures sold since 2019, this Top 5 collectible brand has been reimagined as 25cm character soft toys complete with signature Doorables styling and wide eyes. Joining the already extensive line-up of Disney Doorables characters are Stitch and Angel. These super-soft plush are weighted so they stand freely and provide additional comfort when being cuddled.

Set to be as popular with kidults as they will be among younger children, Disney Snuglets are a new offering for this year. These weighted character plush are styled as though they’re off to bed: each character lies prone on their belly, with a sleepy expression and an eye mask atop their head. At 40cm, they’re great for cuddling and weigh 1.5kg to help soothe and calm their owners. There are two characters to collect: Stitch and Winnie the Pooh. Both are ideal bedtime and comfort buddies.

Bringing nature indoors, the Disney in Bloom Plush range includes the iconic heads of Mickey Mouse, Minnie Mouse and Donald Duck, presented as botanical themed plush SKUs potted up in soft flowerpots. These 18cm soft toys make beautiful display pieces that would look great in any Disney fan’s home.

Another autumn/winter addition to the company’s Disney plush range is the Star Wars Dark Side line, which includes some of the biggest villains from the property: Darth Vader, Stormtrooper and Darth Maul. Each character has a satin-soft finish and is presented in adult-led touchbox packaging. With the three boxes designed to be presented together, this plush line is sure to be sought after by collectors.

Spidey & His Amazing Friends enjoys greater representation in Simba’s plush range this season, with the impressive new Dino-Webs character additions: Spidey T-Rex, Ghost Pterodactyl and Spin Stegosaurus. Inspired by the Marvel pre-school show on Disney Junior, kids can role-play dino-chomping action and adventure with these new soft toys.

Plush Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

Arriving soon from Rainbow Designs, and creating a real buzz among retailers and fans alike, is the highly anticipated, reimagined Bing range. Specially adapted from Ted Dewan’s much-loved books for television, Bing has captured the hearts of pre-schoolers by celebrating the small yet significant adventures of pre-school life. Rainbow’s new Bing range has taken this cherished character and his friends, Flop and Sula, and reimagined them for an even younger audience with a delightful new range of plush toys and play sets.

Crafted using new, baby-friendly materials and packed with thoughtful developmental features, these toys are designed not only to entertain, but also to nurture creativity, imagination and sensory exploration. Building on the success of existing best-sellers including the Talking Bing Soft Toy, 6 Figure Pack and Bing and Flop Twin Pack, the refreshed range now also includes a new irresistibly soft Bing Clip On and a cuddly Bean Toy Assortment, now featuring Sula alongside Bing and Flop.

Rainbow’s best-selling The Adventures of Paddington toy range includes the award-winning Paddington Talking Soft Toy and 4-in-1 Dress Me Paddington, while the company’s Paddington Movie range also continues to thrive. This collection includes a cuddly Paddington Soft Toy, an ultra-soft Giant Paddington and a Paddington Talking Soft Toy that plays five memorable phrases from the movie.

The fun and vibrant new Mr. Men Little Miss range features many of the iconic characters that families have adored for generations. The colourful new range includes a collection of large cuddly cushions, collectible soft toys and plush keychains, starring favourites Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox.

The entertaining Happy Yappers slap bracelets range comprises six colourful plush birds, including a Toucan, Flamingo, Parrots, a Cockatoo and an Oriole. Each character will perch on a child’s wrist, chirp and vibrate, and sing with a tap. Presented in eye-catching bird cage style packaging, Happy Yappers is a fun addition to any plush toy range.

The 10-strong range of beautiful Bonikka Dolls, produced by Tikiri Toys - a family-owned company in Sri Lanka with a strong focus on tradition, sustainability and emotional connection - offers children comforting plush companions that foster empathy, imaginative play and nurturing values. The brand’s origin story is rooted in the founder’s cherished childhood doll. With growing demand for toys that promote emotional development and imaginative play, Bonikka Dolls offer a compelling option for retailers looking to differentiate their soft toy range with a product that blends heritage, heart and responsibility.

Rainbow Designs’ other best-selling cuddly character collections include Disney’s Winnie the Pooh and Lion King, Harry Potter/The Wizarding World, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer and The Snowman and The Snowdog.

Hasbro

0208 569 1234 | www.hasbro.co.uk

Hasbro has officially expanded its electronic interactive pets portfolio with DJ Furby. This toy encourages self-expression, creativity and interactive fun, taking plush play to new heights.

DJ Furby brings kids music, games, lights, jokes and much more. From upbeat jams and fun games to chill beats and lights, kids can choose their perfect vibe with this Furby and its soft, huggable body. With five modes, over 20 games, songs and activities, and over 1,000 possible play combinations to discover, kids can create custom music, remix and hear Furby songs, relax as they master yoga moves, watch cool light shows and more with this weird, wonderful and snuggly electronic toy. To start, users simply press the heart gem, lay the Furby on its back and lift its head up. Available now is the vibrant DJ Furby Rainbow.

Billed as far more than your average electronic pet or cute stuffed animal, DJ Furby promises to be a best friend to any child and an ideal gift for girls and boys aged six and up. DJ Furby can also interact with 2023 Furby, Furblets and other DJ Furby toys for an entire Furby ecosystem of fun and discovery.

With their stretchy plush bodies, fun sounds and quirky personalities, mini DJ Furblets really bring the party. Kids can stretch the body to start a song or make a song speed up while it’s playing for silly sensory play. A button retracts the mini Furblet to its original size (a bit like a tape measure.) Pressing the heart gem plays music and the mouth makes feeding noises and sound effects. DJ Furblets also make great travel toys, as kids can clip them to a bag and bring them along on their next adventure.

Wave 1 includes the following Furby DJ Furblet characters: Dis-Co-Daz, Berry-Cup-Cake, Can-Dee-Swirl, Rain-Bow-Kat, Pepp-Oh-Roni, and Kitt-Ee-Luv.

Innov8 Creative Academy

(353) 8310 53017 | www.deddybears.com | gavin@innov8academy.com

Just Play

www.justplayproducts.com | uksales@justplayproducts.com

With Disney Lilo & Stitch now in cinemas, there are plenty of options for fans looking to celebrate their fandom in Just Play’s Disney Stitch master toy collection. Launching this summer is a special interactive feature plush with over 100 sound and motion combinations: Disney Ultimate Stitch. Kids and fans can experience a full range of emotions with this toy, from playful sweetness to full-on alien tantrum. Tapping or pressing his nose, tongue, belly or hand triggers hilarious antics and sayings in Stitch’s native Tantalog language, and this lifelike 17” interactive plush is full of surprises: he sneezes, giggles, blows kisses, dances, sings, snorts, spouts feisty alien gibberish and more.

Also in the movie range is Disney Stitch Many Moods Stitch Plush. This feature plush brings Stitch’s lovable personality to life with light-up, animated LCD eyes and over 50 sounds and phrases. Fans can scratch Stitch’s head to reveal his lovable side, rub his belly for playful antics, or feed him when he’s hungry. They can even jiggle, tilt, or hold Stitch upside down for reactions. Too much bouncing might make him grumpy. When it’s time to wind down, kids can rock him to hear adorable yawns as his eyes close.

The Just Play portfolio is also home to the FurReal collection, licensed from Hasbro. This interactive tech range brings plush animal friends to life in a wholesome way. New interactive pals will join the FurReal flock this season. FurReal Coco the Tumbling Panda is set to be a hero line for Christmas 2025, following the sellout success of the 2024 DreamToy FurReal Peanut the Playful Monkey. Coco has 40+ sounds and reactions to discover and gets so excited she rolls around (when she isn’t eating bamboo). Maggie the Feed & Follow Cow, meanwhile, will walk to follow her bottle, making realistic animal sounds along the way.

Ideal for crafty, creative kids (and kidults), Knotz Animals is a fun DIY collectible range that launched this spring. There are 12 uniquely styled plush toys to create from bendable faux fur stems and accessories. To get started, crafters unwind the yarn-ball capsule, then knot it, twist it and style it. Knotz Animals brings together the tactile satisfaction of DIY in an easy-to-do, mess-free format that results in cute, personality-packed characters.

For pre-schoolers, the lovable Sesame Street Tickle Me Elmo interactive soft toy laughs, shakes and makes giggling sounds when kids press his belly. There are also small plush and feature plush characters inspired by Disney Junior SuperKitties.

Innov8 Creative Academy continues to shake up the collectible category with two standout lines that blend on-trend designs with irresistible collectability: its cult-favourite Deddy Bears and the all-new, delightfully eerie Limbz. Both ranges bring a twisted charm to toy shelves, combining bold, eye-catching designs, innovative characters, tactile appeal and strong marketing hooks that drive sales both in-store and online.

Deddy Bears has become a true phenomenon in the collectible plush world, capturing hearts (and raising eyebrows) with its unique brand of creepy-cute charisma. Each bear comes with its own darkly humorous backstory, revealing the tragic and often absurd way it met its end. From piano mishaps to science experiments gone wrong, each character is packed with personality plus a cause of death, personal likes and comical weaknesses that make each one unforgettable. New for 2025, Deddy Bears now come with exclusive Roblox codes, unlocking in-game items that extend the brand experience into the digital world. This feature has driven significant excitement among younger audiences and collectors alike, as kids rush to get their hands on both the physical plush and their digital counterpart. Deddy Bears now has its own game - Deddy Bears Tower Defense - on Roblox. With strong momentum online, Deddy Bears offers retailers a product that bridges offline collectability with online play in a uniquely compelling way.

Presented in signature coffin packaging, Deddy Bears are available in: 12” Large Plush in a coffin with an acetate window, a death certificate and a Roblox code; 6” Medium Plush in coffin with a death certificate and a Roblox code; and 4.5” Plush Bag Clips in foil blind bags for a surprise unboxing experience (each one also includes a Roblox code). The unboxing ritual and storytelling element make each Deddy Bear perfect for creating social media content, adding to their viral appeal.

Innov8 Academy’s newest launch, Limbz, is a range of bendy, bizarre characters that are equal parts disturbing and adorable. Designed with extra-long, posable limbs, each character looks like it hails from a wonderfully weird nightmare, creating a range with just the right mix of freaky and fun for retailers seeking on-shelf stand out. Their flexible arms and legs can twist around water bottles, pencils, phones or backpacks, making them as interactive as they are expressive.

The core Limbz characters come in a box complete with a collector’s card, while the Bag Clips are packaged in mystery foil blind bags that add a surprise reveal element as well as strong collectability and impulse buy potential. There are six unique characters to collect in the first wave.

Deddy Bears and Limbz are both supported by an active digital marketing campaign, influencer collaborations and a collectiblefirst approach designed to drive repeat purchases. Their offbeat personalities, bold packaging and rich character storytelling ensure retail impact and emotional engagement from consumers of all ages.

Plush

Golden Bear Toys

01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk

Tapping into the latest viral collectable trends, Foodibles is a new range of adorable, deliciously scented plush. The new plush are a quirky mash-up of kids’ favourite animals and mouth-watering foods. Series one introduces six small and three large collectible characters, focusing on fruity animal fusions.

Inspired by character bento boxes and stylised food trends, each plush – from the Strawberry Elephant to the Pineapple Hedgehog - looks amazing and smells even better thanks to their realistic fruity scent. Playful puns unique to each character, such as “You’re Cherrific” and “I Love You Berry Much!”, add to the fun. With multi-generational appeal, Foodibles make an ideal pick-up line and a great present for kids, kidults and adults alike. The plush come in colourful gift-ready packaging that matches the vibrant character inside. Already making waves online, they also tie into the “TikTok made me buy it” phenomenon, being a pocket-money pick up with an accessible price point and brimming with the potential to go viral on social media.

Each Foodibles plush is created with sustainability in mind: 100% of the eyecatching printed fabrics and fillings are made from recycled plastic bottles.

The Puppet Company

01462 446 040 | www.wilberrytoys.com | sam@thepuppetcompany.com

With its ranges covering some of the world’s most popular animals, and available in an array of complementary colours that make it easy to create eye-catching displays across a range of price points, the Wilberry Eco Collections continue to go from strength to strength. Renowned for their high-quality, safety-tested and accessible designs, Wilberry Toys are designed by real-life parents who only create plush they would be happy for their own children and grandchildren to play with. In fact, many of these children feature in the company’s catalogues and social media content.

A sister company of The Puppet Company, all Wilberry Toys are available in singles with low minimum orders and low carriage paid as standard. The family-owned business remains passionate about supporting its customers, continuing to work closely with its retail partners to find the best range and fit for them. Eco POS displays are designed to showcase ranges to their fullest potential whilst taking up minimal floorspace, alongside branded baskets and floor stands. Further POS and signage designs are in development, ready to introduce new ways to showcase the brand.

Wilberry Eco Minis – friends of the ever-popular Wilberry Minis - can be mixed and matched across the range. They are an ideal complement to the larger Wilberry Eco Cuddlies. A capsule collection of favourite Farm, Pets, Wild and Wildlife, Wilberry Eco Minis are just the right size for small hands and make ideal impulse or add-on purchases and are ideal for taking out and about and on adventures.

The larger Wilberry Eco Cuddlies range of 16 fully recycled cuddly animals combines charm, sustainability and fun. Both collectible and affordable, best-sellers include Misty and Molten the Dragons, Magic the Unicorn and Ollie the Orangutan, alongside Farm and Safari favourites. The Ginger Cat even features in the West End show The Tiger Who Came to Tea. The range’s variety makes it easy for retailers to curate selections for any setting. All Wilberry Eco Cuddlies sit up by themselves, can be mixed and matched with the Wilberry Eco Minis to create groups and can also be showcased on the Eco cardboard POS display. These versatile soft toys feature beautifully soft fabrics made with completely recycled plastic bottles. Suitable from birth, they are particularly suited to children aged 12 months and above.

Ideal as gifts for newborns, the new Wilberry Eco Classics have been particularly popular among grandparents and older consumers thanks to their timeless, classic appearance, muted colour palettes and super-soft materials.

Joining the growing Baby Collection are the Wilberry Eco Comforters, made from the highest quality safety tested materials in a range of muted colours. Designed to complement popular nursery and playroom trends, these provide engagement and exploration opportunities for the youngest of children and can be played with between caregiver and child.

Wilberry also continues to expand and develop other fresh and accessible plush ranges, with new lines and launches yet to be revealed.

Traditional Beautiful Hand-crafted Dolls

Sparkly wings and matching boots

Angelina & Aurora Dolls with wings

Fran & Katy Dolls in dresses

Bandai UK

020 8324 6160 | www.bandai.co.uk sales@bandai.co.uk

2018’s top Special Feature Plush is back, as Bandai relaunches Pom-Pom Pets. 2025 sees the arrival of three new Pomsies characters - Roxy, Myst and Skye - each featuring touchpoints and motion sensors for lifelike interactions, light-up eyes and a wrap-around tail that can be worn on the wrist or attached to a backpack or bag. Play modes such as Nurture and Freeze Dance enhance the interactive fun and play possibilities. These cuddly cat characters come in candy pastel colourways and are cleverly packaged to spotlight their iconic tails and cute facial features.

Littlest Pet Shop’s targeted expansion beyond core collectibles is successfully driving sales amongst younger demographics as well as the adult super-fan communities. With 12 4” Surprise Plush Pet characters to discover, and six 7” Cuddle Plush Pets to collect, both lines include virtual codes for redeeming against rewards in the Littlest Pet Shop Roblox game.

Bandai’s Miraculous cross-category portfolio includes bestselling plush lines inspired by the hit TV show. The Kwami Plush collection features eight super-soft characters, while Ladybug’s Miraculous is brought to life through the Talking Tiki, a 25cm cuddly plush that plays cheerful sounds and phrases from the series when squeezed.

Inspired by the colourful world of Pip and Posy, Bandai’s plush collection brings the best friends’ imaginative adventures to life through Clip-On Plush, Plush Friends and Talking Plush lines. The hero Pip and Posy Talking Plush line offers fans 35cm versions of the characters in soft, quality velboa. Each instantly recognisable soft toy includes sounds, phrases and a clip of the series theme tune. With a sub-£10 price-point, Plush Friends introduces Pip, Posy, Zak, Jamila and Frankie wearing their everyday outfits. The Clip-On Plush format is proving a hit, with five 13cm characters complete with a bag clip. XYZ Toys

erinchen@xyztechtoys.com

A perfumer working in the toy industry, XYZ Toys founder Erin Chen infuses natural fragrances into every toy so they don’t just feel good – they smell good too. The result of this innovative approach is the M² SIS range, named after Erin’s daughters, Michelle and Miro. The launch range comprises three sensory plush lines that tap into the senses of touch and smell to create cuddly and calming characters that promote wellbeing, relaxation and a feeling of comfort, particularly as children drift off to sleep.

There are eight colourful characters to collect in the Cube-Shaped Animals range, including Owl, Rabbit and Cat. Made with premium soft and fluffy faux fur, each compact cube character is ideal for smaller hands and makes real animal sounds when squeezed. They are also beautifully scented, making them ideal for sensory development and imaginative play.

The Sensory Plush ranges comprises larger, stylised animal characters with tactile silicone pads in the soles of their feet that kids can rub, squeeze and fidget with. Each character, including the Capybara, Dinosaur and Unicorn, features a different texture pad - wavy, dimpled, scaly, knobbly and more – driving collectability among kids. Their embroidered expressions elevate this adorable range, in which silicone soles meet scent for a wholesome play experience.

Rounding out the launch M² SIS collection, the six Emotion Cats are super-soft, superround and full of feelings. Each cat expresses one of six different moods - love, anger, smug, sleepy, sad and thrilled – depicted through its charming, embroidered face and matching emotional sound. The cats also react to one another; when brought to within 10cm of another Emotion Cat, both characters’ LED lights will begin to glow as they feel each other’s vibe. They will also play sounds to show they recognise their friend.

New designs for all three ranges are waiting in the wings, ready for development and launch based upon buyer interest and consumer feedback.

XYZ Toys is currently seeking exclusive distribution partners across the globe to streamline market expansion. For more information, contact Erin Chen on the email address above.

Ty, the UK’s most popular plush brand reinvents the ball - Ty Beanie Bouncers bring a revolutionary twist to the traditional plush! Maintaining a soft, colourful fabric but bouncing sky high – you have never seen plush like this.

Plush

Casdon

01253 766 411 | www.casdon.com | uk@casdon.com

Casdon has expanded into the Plush category in partnership with Build-ABear Workshop.

Casdon’s latest range is led by the Build-A-Bear Workshop Stuffing Station: a hero product designed to bring the magic of the iconic in-store experience into homes. Unveiled at Toy Fair London earlier this year, the Stuffing Station earned a Hero Toy Award from the British Toy & Hobby Association, securing its place as one of the top toy predictions of the year.

Designed for children aged three and over, the Build-A-Bear Workshop Stuffing Station by Casdon encourages creativity and hands-on play while supporting the development of coordination and fine motor skills. The set includes two bears, stuffing, outfits, hearts and birth certificates, allowing children to fill their bears using the push-pump handle while lights enhance the experience.

The Stuffing Station is joined by five additional SKUs, including a Shop & Checkout Set, Furtastic Bear & Outfit packs, and a Pawfect Adventure Bear Carrier. These sets expand the Casdon Build-a-Bear world, adding hours of role-play fun to the at-home experience. The additional products in the range also allow children to create extra bears for their Casdon Build-a-Bear Workshop family, which they can dress and bring to life.

Since launching, Casdon’s Build-A-Bear Workshop range has been promoted through a strategic PR and marketing campaign that leverages influencer collaborations to boost awareness and engagement.

PMS International

01268 505 050 | www.pmsb2b.com

sales@pmsplc.com

PMS International offers a diverse and imaginative line-up of tactile, trend-focused and commercially astute plush ranges, across beloved brands including Elves Behavin’ Badly, Mochi Pop, Positive Potato and Softlings.

Iconic UK Christmas elf brand Elves Behavin’ Badly keeps growing. At the heart of Elves Behavin’ Badly are Elvie and Elfie. These mischievous stars of the season have soft bodies, extra-long legs and distinctive vinyl faces that bring their cheeky expressions to life. The characters have become synonymous with festive fun and are supported by a large range of props and accessories. Also joining the line-up is Rudie, an adorable plush caribou who brings heartwarming charm to the brand. Backed by national marketing campaigns, social media buzz and in-store theatre, Elves Behavin’ Badly continues to be a festive must-have.

Drawing on the enduring appeal of kawaii culture, Mochi Pop has emerged as one of PMS’ most successful plush brands, outperforming many licensed ranges. These irresistibly soft, pastel-toned characters combine tactile fabrics with cute designs. The innovative Mochi Pop Snack Packs offer mini plush collectibles in food-style packaging, tapping into both unboxing and impulse-buy trends. A hit with children, tweens and young adults, Mochi Pop is an indemand line that’s constantly refreshed with new characters and textures.

A soft toy with a simple mission - to spread kindness - Positive Potato is a heartwarming success story that taps into emotional wellness, self-care and positive affirmation. These cheerful plush potatoes and friends feature a squishy, soft-touch body, embroidered smiles and inspirational messages, making them ideal as a desk companion or thoughtful gift. The brand’s simple, meaningful charm appeals across all age groups, with social media driving widespread organic engagement.

Softlings is the embodiment of everyday magic, bringing charm and creativity to plush play. Since its 2024 debut, Softlings Foodies has delivered quirky cuteness in bite-sized form, featuring fan-favourites such as pickles in jars, eggs in cartons and chicken nuggets. With the addition of Mystery Plushies Blind Bags and upcoming 2026 releases ranging from themed Easter Eggs to ice lollies and desserts, this high-volume collectible line continues to thrive thanks to its tactile fabrics, playful faces and smart packaging.

Brand expansion Softlings Universe invites children and kidults into an imaginative world where everyday objects, from school supplies to musical instruments, transform into plush companions. Designed with premium materials, unique textures and rich character details, this new range fosters storytelling and imaginative play and is quickly gaining momentum in global markets due to its broad appeal and fresh creative direction.

PMS backs its plush lines with reliable stock, flexible MOQs and effective merchandising options including FSDUs and countertop displays. In-house design and trend-driven development ensure ongoing innovation and originality.

Plush Keel Toys

01233 506 363 | www.keeltoys.com sales@keeltoys.com

Keel Toys designs soft toys for customers to fall in love with whilst giving retailers something even more valuable: dependable stock, competitive pricing and a trusted, growing sustainability message through its Keeleco collection.

Keel helps retailers fill their shelves with products that don’t just look good but feel good to sell, with ranges designed to turn browsers into buyers. If one item’s out of stock, there’s always something else ready to take its place and fly off the shelves.

Keel Toys has unveiled its comprehensive collection of bag charms. From Keeleco Sealife and Wildlife to Food and Plants, this collection includes a premium metal clip and exclusive Keel Toys logo spinner. Paired with a specially created display spinner stand, these charms make an eye catching display that has been designed to steal the spotlight in any store.

Ready-for-retail displays are a huge part of Keel Toys’ offer for the latter part of 2025. The Farmers

Market floor stands come complete with many of its best-selling ranges such as the different Snackies fruit and veg, its quirky range of food-themed characters, and its hugely collectible plant and flower Bobballs – ideal for year-round gifting. The Bakery range brings scent into the mix, with patisserie-style characters like lemon tart and chocolate éclair, all delivered in a tiered 144-piece display.

The company’s mission is simple: to respect and understand what makes businesses work and to deliver collections that blend imagination, innovation and reliable sell-through. Every range is designed to delight customers and make life easier behind the scenes.

To find out more about Keel Toys’ plush ranges, get in touch via the details above.

Aurora World

01256 374 260 | www.auroraworld.co.uk info@auroraworld.co.uk

Palm Pals from Aurora World is an irresistibly cute collection of soft toy characters designed to fit perfectly in the palm of a hand. Made from supersoft materials, each Palm Pal features an under-stuffed bean-filled body, giving them a unique, highly tactile design that’s both cuddly and endlessly playable with.

The Palm Pals range has such wide consumer appeal that Aurora has expanded it to include a variety of fun categories and themes. Fruits and vegetables will help collectors get their five a day, while those with a sweet tooth can choose from a selection of plush toys shaped like popular pastries, such as donuts, cakes and bagels. There are even matching drinks to have with them, such as Boba Tea.

A collection of garden themed plush includes Flo the watering can and Junie the daisy flowerpot. There are also butterflies, ladybugs and other insects to collect. The Palm Pals line-up also includes a wide assortment of animal themes, from Jungle and Farm to Sealife, Pets, Dinosaurs, Dragons and Unicorns. New additions are introduced regularly, meaning consumers will be able to collect all their favourite animals and much more.

Every Palm Pal in the range comes with its own name and personality - such as Airy the Avocado or Safara the Giraffe - and includes a collector’s number on its hangtag. Aurora offers a downloadable collector’s guide so collectors can easily track their growing group of Palm Pals.

The plush has universal appeal thanks to on-trend designs, as seen in the newly launched Toby Teapot and Tilly Teacup, which have charmed both children and adults alike. The range spans a variety of genres, appealing not only to younger audiences but also to the growing Kidult market, where playful nostalgia meets collectability at an affordable price point.

Retailers can choose from a variety of eye-catching display options, including CDUs, FSDUs and POS units, to promote this attractive and highly collectible range. Backed by a targeted and strategic marketing campaign, Palm Pals already enjoys strong digital engagement and brand loyalty. A focus on collectability and contemporary character design makes the brand perfect for social sharing

Jazwares

020 3598 5119 | www.jazwares.com

Jazwares has established itself as a leading player in the global plush market, with a diverse and fast-growing portfolio spanning cult collectibles and pop culture icons. At the centre of this is Squishmallows, a global powerhouse that continues to capture the imaginations of multigenerational fans.

With more than 485m units sold and availability in over 60 countries, Squishmallows has become a true cultural phenomenon. A social media sensation, Squishmallows has generated over 15b organic impressions fuelled by a passionate global fanbase, celebrity support and ongoing PR and marketing. Its influence now extends beyond the toy aisle, with lifestyle collaborations including McDonald’s Happy Meals, Puma fashion drops, and exclusive collections at H&M, Matalan, and others.

Jazwares is boosting the momentum with

500+ new Squishmallows launching globally this year. The line-up includes seasonal drops and collaborations with Pokémon, Harry Potter, Hello Kitty, Disney, Stitch, Marvel, Stranger Things, and more. The 2.5” Micromallows range is more popular than ever, appealing to younger fans and first-time collectors. The line is being refreshed for 2025 with new formats, multipacks and a festive Advent Calendar.

Beyond Squishmallows, Jazwares has more plush highlights for autumn/winter 2025. A new Warner Bros. collection will feature new Harry Potter items across blind bags, collector plush and 18” sleeping plush.

Jazwares is also expanding its presence in the adult collector market, with collectible plush playing a key role in several new launches. Leading the way is Stranger Things, developed under Netflix’s first global master toy partnership. Alongside figures and play sets, the range will include plush based on the series’ most iconic characters. The cult favourite Five Nights at Freddy’s expands with new plush designed for collectors, while Avatar Legends joins Jazwares plush portfolio ahead of the Netflix live-action series and 2026 animated film. Celebrating its 20th anniversary, Jazwares’ Tokidoki range will include a standout plush collection, bringing its stylised characters to life for Gen Z and millennial fans. Refreshed Pokémon plush from Jazwares’ master toy line rounds out the line-up, continuing to deliver high-quality designs for collectors of all ages.

In the pre-school space, Spidey and CoComelon plush ranges are also available, reinforcing Jazwares’ reach across all age groups.

ToyTopic

sales@toytopicgroup.com

This year, ToyTopic is maintaining its growth trajectory by launching a raft of new licensed plush ranges, all of which are available now. Key properties include Paw Patrol, Peppa Pig, Furby, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Sonic The Hedgehog, Minecraft and Peter Rabbit.

The company has also announced that two new brands that will be joining its portfolio later this year and into spring 2026: an all-new Peanuts range of plush as well Sesame Street collectible plush keychains. As ToyTopic’s plush collection continues to expand, several more new lines are to be announced soon.

From 2.5cm collectible Mini Palzzz plush up to giant, 100cm super-soft plush and everything in between, ToyTopic offers something for everyone with attractive RRPs from pocket money up to large gifting price points. ToyTopic offers exceptional value to customers and consumers alike, whilst ensuring the highest product standards.

In addition to its core and seasonal plush, ToyTopic’s ranges also now include mini collectible plush, snap bracelets, backpacks, 2D cushions and pillow and blanket sets.

Plush Eolo Toys

www.eolo.com | sales@eolohk.com

Eolo Toys’ Fluffy Fighterz brings the world of epic pillow fights to bedtime, without the bumps and bruises.

This innovative line of super-soft plush toys, complete with built-in lights and sounds, is tailored for pillow fights, slumber parties and active indoor play, resulting in a unique cross-category product that merges plush and role-play to meet rising consumer demand for multifunctional, experience-driven toys.

Fluffy Fighterz will hit the shelves in two engaging collections, each inspired by popular kid and kidult trends. The Lightsaber Collection features four vibrant styles with lights and action sounds, perfect for science fiction fans. A nod to retro and gaming culture, the Pixel Sword Collection line includes two pixel sword designs that light up and feature action sound effects. Both collections are designed with safety at the forefront. Their plush construction ensures hours of worry-free fun, making them ideal for indoor use, especially during sleepovers or kids’ parties.

Beyond their play value, Fluffy Fighterz is a retail-friendly line benefitting from multiple point of purchase options. Each collection is available in four display formats to meet the needs of different retail environments: a 6-piece compact and eye-catching Vertical CDU ideal for tight shelf spaces; a 6-piece Horizontal CDU for counter displays; a 30-piece mid-sized FSDU that provides strong visibility and assortment depth; and a high-impact 120-piece FSDU for larger retail spaces, ideal for seasonal activations or in-aisle placement. This scalable packaging approach ensures that the brand can be flexibly implemented in mass-market, specialty or event-based retail locations.

Posh Paws

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

Posh Paws’ year is going from strength to strength thanks to its strong plush portfolio, which comprises 2025’s biggest movie and TV licences, popular pre-school titles, top-performing manga and anime properties from the surging kidult sector and own-IPs reflecting the latest and hottest consumer trends.

Excitement is building for Gabby’s Dollhouse: The Movie, which will arrive in cinemas on 16th October. To support the new film, Posh Paws is releasing a brand-new movie range of 10” plush based on Cookie Bobbie and Chumsley, plus new movie outfit refreshes for its top-performing Gabby, Cakey Cat, Mercat and Kitty Fairy plush. Posh Paws’ existing range of 10” plush cats remains a strong seller while the 7” mini plushies are ideal for pocket money zones and till-point pick-ups.

Ahead of the 21st November release of Wicked: For Good, Posh Paws has released its elegant Elphaba and Glinda 10” plush dolls. In September, the company will launch a new 3” double-sided plush bag clip assortment. This includes six cute and colourful designs to meet the growing popularity of bag accessorising among kids and young adults.

Jurassic World Rebirth has roared into the box office, and Posh Paws has created a new movie assortment that includes the fan-favourite Dolores the Aquilops as a 10” plush. Also available is the highly collectible 7” Plush Dino Eggs assortment. These new lines join the 7”, 10” and extra-large 18” plush dinosaurs available at varying price-points.

The new How To Train Your Dragon movie has reignited the love existing fans have for the franchise while also welcoming new dragon lovers. As a result, Posh Paws is enjoying very strong sales of its new, cute and collectible 7” Toothless Expressions plush assortment. Kids can also cuddle up with the new 10” and extra-large 18” Toothless plush.

Wednesday returns to Netflix this month, with Posh Paws expecting a repeat of the success it saw in 2022 with its Wednesday and Enid plush dolls, Thing Hand plush and plush bag clip assortment. The building anticipation for the new series has created strong demand.

Demand for pop-culture, manga and anime product is also at an all-time high and is driving considerable growth this year as the kidult sector continues to expand. Posh Paws’ licensed range of One Piece, Demon Slayer, Dragon Ball Z, Chainsaw Man and Doraemon plush allows retailers of all sorts and sizes to capitalise on this demand with a product assortment that appeals to older consumers just as much as kids.

Posh Paws is continuing to develop and release new plush toys and gifts throughout the year for its popular Kawaii Kuties brand. New releases include the collectible Mini Plush Surprise Capsules and Blind Box 3D Figurines. These cute foodie favourites include a plush dumpling, macaroon, French fries and slice of cake. The 2-in-1 plush Noodle Pots let collectors mix & match the kawaii plush inside with the different plush noodle pots, adding a fun, multi-play function to this popular plush brand.

Plush Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Character Option’s plush portfolio has a breadth of ranges, from brand-new IP, Stuffs, to WereBears.

Stuffs taps into the trend for all things cute in the cosmetics aisle. Each Lip Balmshaped pack comes with an adorable mystery plush character, plus a handy little pocket containing a scented lip balm. There are eight character plushies to collect, from a cute Bubble Tea Plush to a Jelly Donut. There’s also a lip balm holder, which users can attach to a phone or notepad.

With demand for 80s toys at an all-time high, Character is bringing back the WereBears collection, appealing to both the kidults who originally owned them as well as a new generation. Just like the original characters from 42 years ago, this plush range will have both a soft and sinister side, appealing to boys and girls with the bears’ wacky personalities. This original jump-scare plush has been reimagined for 2025, and the collection will include the much-loved characters Grizzler, Howler and Fang – each with an awesome transformation that goes from cute to gruesome.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Squeezamals Eenie Teenies are watermelon-scented, slow-rise plush pals that tap into the collectible craze for pocket-sized surprises. Now on its third wave, the 1.5” miniature plush brand has unveiled 18 new squishy characters. Each plush is hidden inside a blind bag, with characters available to discover including Ziggy Zebra, Pattie Peacock and Buttercup Birdie. With their irresistible slow-rise squish and fruity scent, these tiny toys offer a unique sensory play experience for kids aged two and up.

Mattel

01628 500 000 | www.mattel.com

Kids can step into the adventurous world of Minecraft with Mattel’s officially licensed Minecraft 8” Basic Plush Assortment. Made with funto-touch textiles and premium fabrics, fans can choose from favourite characters such as the Creeper, Pig and Axolotl, or take inspiration from The Minecraft Movie and recreate scenes with the Minecraft Deluxe Feature Plush Wolf. This plush wolf moves its mouth, growls and howls as his back is stroked, and switches from feral to tamed with a press of its collar tag.

6 collections adorable emotions cats

These soft, round cat-like plush toys are more than just cuddly—they’re full of emotion and magic!

Each one expresses one of 6 different moods—Heartbeat, Anger, Smug, Snore, Sad, and Thrilled—shown through charming embroidered faces and a matching emotional sound!

Features:

• A Hug Full of Comfort and Fun

• Come within 10 cm of each other, The LED lights glow, and A matching emotional sound plays

• Watch the plushies “react” as if they feel each other’s vibe

• Encourages emotional recognition and expression

12 collections of Sensory Plush

Each foot has a different textured silicone sensory pad, great for tactile

Features:

• It's Super soft and fidget-friendly

• Built-in silicone sensory pads, ideal for kids, sensory seekers, and fidgety fingers

• A perfect gift or collectible for plush lovers of all ages

& Delight! 8 Real-Sound Animal Cube Plush Pals

Suprise basket box packing — With a soft squeeze, it plays the real animal sound to bring smiles, giggles, and endless sensory fun

Features:

• Soft & fluffy faux fur

• Compact cube shape – perfect for little hands

• Real animal sound with every drop

• Ideal for sensory development & imaginative play

One For Fun

www.oneforfun.com | sales@oneforfun.com

Tobar’s award-winning Animigos range of lifelike, animated animals continues to grow with the addition of family favourite characters.

A go-to choice for museum gift shops and zoos thanks to its faithful depiction of wildlife from all corners of the globe, all Animigos World of Nature collection is suitable for infants, and the range and diversity of the creatures on offer expands year on year. This year sees the addition of a 30cm Otter Mum complete with baby, plus a Red Fox and a Deer, both also 30cms. Smaller additions include the Black Cat and the cute Duckling.

From domestic to exotic, ocean to countryside, the Animigos World of Nature range has it covered. This year there are some particularly unusual animals joining the range: an Okapi, Arctic Fox, Malayan Tapir, Snow Leopard, Capybara and the ever-popular Axolotl. The gorgeous Pointer Puppy, fluffy Grey Cat, Seal Pup, Dolphin, Hamster and Bat are more well known and loved, as are the Guinea Pig and adorable Piglet.

Each Animigos World of Nature plush includes educational information and fun facts about the animal. Not only is the World of Nature range packed with shelf appeal, but it is also eco-friendly too. The stuffing is made from 100% PET, which mainly comes from recycled food packaging and plastic bottles. This helps to reduce the amount of plastic going to landfill as well as the amount of new plastic being produced.

Animigos World of Nature Minis join the line-up for 2025. These adorable mini versions of the World of Nature range are perfect for gifting and will be in stock soon. Consumers can choose from a Cockapoo, Westie, Corgi, Dachshund or King Charles Spaniel, or there are mini versions of the brand’s Giraffe, Elephant, Lion, Tiger and Rhino. Each highly collectible plush features all the attention to detail shoppers expect from World of Nature, at a size they can pop in their pocket.

Toys and Distribution

07813 725 480 | www.dkbtoys.com | edel.siddle@dkbtoys.com | james.luff@dkbtoys.com

Launching in November, the BedHedz range is a quirky, personality-packed collection of cotton dolls that bring the “just-rolled-out-of-bed” aesthetic to life in the most cuddly way. Each BedHedz doll is made of high-quality materials with embroidered facial features and bold, unruly, soft hair. BedHedz taps into the booming global cotton doll trend—a phenomenon that first gained traction in South Korea’s fandom culture. There, stylised plush dolls resembling idols and celebrities became popular collectibles, allowing superfans to feel closer to their favourite stars.

Each BedHedz doll stands at 20cm tall (excluding hair) and is made of high-quality materials with beautifully embroidered facial features and expressive character traits. The signature feature is the bold, unruly, soft hair – just waiting to be styled, squished and played with. With removable hooded outfits and anime-inspired colour palettes, these dolls are made not only for imaginative play, but also for display, gifting and collecting. Each doll comes packaged in a reusable, travel-friendly carry bag. The debut UK range features four unique anime inspired characters, with more waves and styles arriving in 2026.

The BedHedz collection will be distributed domestically in the UK exclusively by DKB, in partnership with Kid Kreations.

The buzz is already building with BedHedz heavily listed in France for autumn/winter 2025, where animeinspired and character-led toys continue to lead trends. The appeal of the range across both kids and the growing kidult segment gives it a strong commercial edge for Q4 and beyond. The range will launch in the UK in November 2025.

With an SRP of £19.99, BedHedz offer great value for a collectible-quality doll that’s rich in detail, tactile appeal and storytelling potential. Designed with display and play in mind, they’re positioned for a wide audience, from imaginative children to trend-savvy collectors and everyone in between. For more information, get in touch with James Luff on the contact details above.

Special Feature Ty

Ty bounces up the charts

Toy World Publisher John Baulch caught up with the Ty team and leading retailers to hear all about the successful launch of the Beanie Bouncers range.

Ty’s UK business is on a roll in 2025, driven by the success of the new Beanie Bouncers range. Introduced to the UK market in the run-up to Christmas last year, the range has been extended in the first half of the year, with much more to come in the second half.

I first saw Bouncers on the Ty stand in Nuremberg, when I was shown the range by a hugely enthusiastic Ty Warner himself. It really struck me as being something truly fresh and unique, and very different to anything I’d seen or written about before, so I knew it would go on to be a big hit.

On the back of the sales of Bouncers, the company entered the Circana Top 30 Manufacturers’ list in May, and the momentum is expected to continue as the year progresses, with plenty of activity planned to carry on driving sales in the run-up to Christmas.

Talking recently to Ty UK’s Jonny Swallow, he is excited by the brand’s success to date and what’s to come: “We’re delighted with the performance of Bouncers, especially where retailers have given it the right amount of space and are displaying the range effectively.

“It’s much more than just a ball – in fact, the range completely reinvents the ball, and we have multiple patents pending on the product. Bouncers are unique in feel and bounce, which adds play value and hand-eye coordination to plush. The competitive retail price and wide range makes it

ideal for repeat purchases. It’s also a year-round range: right now, it’s perfect for outdoor play in the fresh air, giving kids exercise and fun.”

Retailers have been thrilled with the way the brand has taken off so quickly, including Karen Dennett, senior buyer, Hamleys of London: “Ty Bouncers stood out the moment I saw them at London Toy Fair. They’re a perfect blend of bounce, character, and proven play patterns—it’s truly unique.

“Since arriving in stores, they’ve outperformed expectations across both licensed and generic lines. Ty is one of our strongest-performing brands, and the Bouncers range has taken it to new heights. With standout placement at our Regent Street flagship and strong traction in travel locations, Bouncers are fast becoming a must-have. We’re excited to build on this momentum with Ty through the upcoming season with strong pipeline of activity and are confident these little icons will continue to delight shoppers of all ages.”

As well as high street stores, the range is perfect for many different retail channels, including Attractions. Marketing & Events manager Ellie McPartland from The Ice Cream Farm in Chester told Toy World: “Ty Beanie Bouncers have been an outstanding success at The Ice Cream Farm. The vibrant, eye-catching designs immediately grab the attention of our young visitors, and the character range - including well-loved favourites like Paddington, Bluey and Paw Patrol - is perfectly aligned with our core demographic. What really sets them

apart is the added play value; they're not just collectibles, but also functional bouncy balls, which makes them a fun and active choice for children. Parents love that they’re both entertaining and affordable, and we’ve seen consistent high demand since introducing them.”

The mix of licensed and generic designs means there is something for everyone, and the range will keep expanding in the coming months, as Jonny explains: “Every major licensor has been delighted to work with us across their key properties, including Bluey, Paw Patrol, Stitch, Marvel, DC, Harry Potter, Peppa Pig and Paddington. We’re also really excited about a host of new additions which will be coming through later this year, including Sonic, Wicked, Minions, My Little Pony and Star Wars. All of the key licensors across the globe have been enthusiastic to jump on board and be part of this exciting development.”

Visitors to the Autumn Fair in September won’t be able to miss Ty: in addition to a brand-new stand prominently located at the front of the Hall, Ty will be boosting its presence with a host of high profile, eye-catching marketing activations across the venue. Ty is looking to adopt a similar approach at next year’s Toy Fair and Spring Fair, recognizing that the Bouncers range gives the company an excellent opportunity to grow its retail presence in multiple specialist retail channels.

At Autumn Fair, Ty can be found on Stand 7A20-C21.

Special Feature

The most magical plush on earth

In your opinion, what’s behind the enduring popularity of plush as a category?

Plush holds appeal across multiple generations and a wide range of demographics, offering a tangible connection to beloved characters. Their combination of comforting and nostalgic properties make them cherished by children and, increasingly, adults.

Within the Disney portfolio, which characters and brands lend themselves particularly well to plush toys?

Characters such as Mickey Mouse, Minnie Mouse and

Gill Archer, VP Hardlines & Food+ at Disney Consumer Products EMEA, tells Toy World readers how the studio’s beloved properties lend themselves to immortalisation in plush form and details the major new lines its licensees are launching both this year and into 2026.

Stitch lend themselves particularly well to plush toys, thanks to their cute characteristics and familiarity. These characters also have strong emotional resonance with audiences, making them ideal for the nature of plush product - as we've seen with the phenomenal reception of the live-action Stitch plush from Simba. According to Circana, Lilo & Stitch was the No. 1 gaining property in total Plush across EU5, with sales up +164% year on year (YTD May 2025).

Outside of this, we also find newer characters such as Grogu are popular thanks to their innate cuteness and, of course, the popularity of the Mandalorian franchise.

What major plush lines are your licensing partners introducing for 2025?

Our licensees are introducing a variety of plush lines in 2025 and following the success of the live action Stitch theatrical merchandise, this includes Stitch shoulder sitters and seasonal holiday plush. We’re also building out the ultra-cute non-traditional plush assortment with Disney Beanie Bouncers from Ty and Disney HugMees from Squishmallows.

In 2026 we’ll be leaning heavily into our incredible film slate, including new plush for fan favourite Grogu, plus we’ll be celebrating some very special anniversaries too.

When it comes to this category, have you observed any new and interesting consumer trends?

The plush category is one of the fastest growing categories in the toy market, driven by a number of trends and emerging audiences.

Recently we have seen a lot of food related plush, which has traditionally worked very well with Stitch. The next evolution of this is the new Disney Snackles from Zuru. For 2026 we’re also looking into more nature-inspired designs featuring plants and floral elements. Weighted plush has been incredibly popular for some time now, thanks to the sensory experience they offer, so this area is something we continue to build out in 2025. Everyone will be aware of the popularity of blind box product, so in the coming months we’ll also be working on new tactile blind box plush. Finally, we’re delighted with the success of both the Wow! Stuff Disney Stitch Puppetronic by RealFX and Many Moods Stitch from Just Play. Both toys have been so popular that we’ve now seen the introduction of Wow! Stuff’s RealFX Angel Puppetronic and Just Play’s Ultimate Stitch interactive plush. The latter was only recently launched, but has already been awarded Interactive Plush Toy of the Year at the Grand Prix du Jouet.

Special Feature

Starlight: making space for health play

Starlight is a national charity that champions play in healthcare settings, working with health professionals, kids and families to provide toys, games and play experiences that reduce the fear and anxiety often associated with medical treatment. Laura Walsh, Starlight’s head of Play, tells Toy World about the charity’s vital work and how the Toy & Game industry can offer its support.

WWhen we sit down for our interview, Laura has just returned from a stint at Glastonbury’s Kidzfield. A play professional in every sense, she likes to remind herself what it means to be a health play specialist by engaging in voluntary frontline work with kids several times a year.

“Starlight supports individual children engaged in healthcare, as well as around 1,000 healthcare settings across the UK, and we have over 100 incredible Health Play Champions out there in the community,” explains Laura. While healthcare professionals are there to help children, hospitals and other healthcare settings can cause anxiety, fear, pain and trauma. Play can help mitigate this, especially when the adults involved in the child’s healthcare, including the parents, are equipped with the knowledge and tools they need to create a calm and happy – perhaps even joyful – environment.

“We know that to make a long-lasting, systemic change, we need to focus on everything going on around the child at the centre of our mission,” Laura adds. “Anyone, be they a medical professional, community worker, clinician or health play practitioner, can apply on our website for resources to be sent out. There are also hubs on our website for families and professionals, packed with videos, downloadable guides and much more.”

“We provide training to help fill gaps in health play that we’ve identified - such as end-of-life care, communication methods and guided imagery strategies – audit play services and produce reports with recommendations, train healthcare professionals on how to identify and reduce fear and anxiety in their patients, whether that’s by actions as simple as hanging toys on their lanyard or asking about their pets, and try to identify and remove blocks within a healthcare setting that allow providers to expand their teams or bring in new bits of kit.”

Through Freedom of Information (FOI) requests, Starlight has been able to paint a picture of the health play landscape

in hospitals across the UK: whether there is a health play team in place, what a setting’s budget is like, and so on. Health play teams often receive absolutely no funding towards their work, while understanding and appreciation of the role of play within the healthcare system varies significantly from setting to setting and region to region.

Laura is keen to highlight that there are practitioners and care providers across the country doing incredible work in this space. Starlight co-chaired a task force with NHS England to identify and address the root causes of play inequality in the UK. Off the back of this, it has published the Play Well Toolkit, which contains guidelines for commissioning and designing health play services, recommended standards for health play services and a quality checklist for health play services.

“This is a huge success for Starlight, because we can standardise the support that should be out there,” explains Laura. “Now we’re trying to get our work on the agenda in parliament.”

Laura tells Toy World of two young patients Starlight has recently supported. The first, an 11-year-old autistic boy, was due to have major surgery on his hand and was understandably anxious about it. Starlight arranged for him to play Minecraft on a big screen while he was in hospital, which gave him a sense of control over his environment. When it was time to go into theatre and his anxiety spiked, a search-and-find Minecraft book and some tactile squishies provided the perfect distraction while his medical team prepared him for the anaesthetic.

The second, a 7-year-old girl, has spent nearly her whole life in a healthcare facility of some kind. Her condition is monitored through daily stool samples. Starlight’s health play team introduced the idea of making fake poo with Shredded Wheat to prank the nurses, with the “samples” gradually becoming more and more outlandish (we’re talking glitter and googly eyes). The nurses would play along, recoiling in mock horror when the lid of the sample pot was lifted, much to the patient’s absolute delight. “Sometimes, introducing a bit of silliness and nonsense to play is what really gets through to children,” says Laura.

Health play specialists take the time to find out from the child themselves what they love the most. Some children can’t wait to get hands-on with slime and compounds - making slime from scratch is even better. Play-Doh is a go-to compound

brand, being at once comfortingly familiar and sensorially rewarding. Card games such as Uno and Dobble are easy and quick to play, so the doctors and nurses can enjoy a game or two with their patients, while squishies and fidget toys occupy nervous little hands. Lego and Duplo construction sets are always a hit, as is small world play: dolls, figures and play sets. The same evergreen themes appeal just as much to kids in hospitals as to kids at home, from dinosaurs and vehicles to animals and space, and the immersive nature of arts & crafts can help take the child’s mind off a scary situation. Oculus Rift VR headsets are also available for loan, in certain situations. These are remarkably effective at keeping children calm during unpleasant procedures such as lumbar punctures, which would ordinarily require a general anaesthetic.

Of course, providing resources and setting up play experiences requires funding. While Starlight is fortunate to have several corporate sponsors, it has limited funds with which to purchase products, and a huge number of requests coming in each year – far more than it can cater to. The readers of Toy World can make a big difference to Starlight’s work, by donating toys and games to the charity. There are details at the end of this piece for any suppliers keen to do so.

Retailers can get behind Starlight too, by stocking Starlight Dream Beams, from Happy Line Toys. Laura says: “If you’re familiar with the line, you’ll know that Dream Beams exist in a special online world as well as the physical one, where children can play games and solve puzzles with them. Kids derive enormous comfort from leaving one plush with their parent or caregiver and keeping another with them when they go off for their surgery or tests, so that they share a special connection. Imagine the positive impact we could have on children and families if we could land these by the tills in retailers right across the country.”

Laura concludes: “Structural inequalities in access to play can reduce a child’s ability to live their best possible life. Starlight can change this - play isn’t a ‘nice to have’. It’s the nuts and bolts of a happy childhood.”

To get in touch with the Starlight team regarding funding and donations, or ordering Starlight Dream Beams, contact Nicola Wilson, head of Corporate Partnershipsnicola.wilson@starlight.org.uk

Licensed Kids Tech & Youth Electronics

www.xplore-brands.com for enquiries, please contact: pritesh@xplore-brands.com katrina@xplore-brands.com

Feature Wooden Toys

Tree-mendous toys for tots

Wooden Toys offer consumers a reliable and quality-driven product, standing the test of time as one of the most resilient toy categories. Toy World’s Caroline Tonks speaks to leading suppliers to learn more about how the category maintains its appeal, as well as how sustainability is a large contributor to its success.

The Wooden Toys category is full of history, nostalgia and depth, and remains a go-to choice for parents and grandparents alike. These toys quickly often become family heirlooms, passed down through the generations thanks to their timeless appeal and strong quality.

While Wooden Toys are seen as traditional products, they can sometimes be perceived as a little old-fashioned. To combat this, suppliers are bringing a modern twist to appeal to today’s market. According to Anna Vaughan, Marketing manager at A.B.Gee, many people associate Wooden Toys with a bygone era, however, suppliers have become increasingly innovative, blending heritage charm with modern themes and usability. A.B.Gee looks for ranges that incorporate up to date colour palettes and timeless aesthetics, introduce modern role play themes and incorporate STEM or tech-lite features without compromising the aesthetic of wood.

Anna says: “When it comes to marketing, visual content is key. High-quality lifestyle photography works best. We also encourage our retailers to emphasise giftability, as Wooden Toys are often purchased for birthdays, baby showers and holidays by customers seeking thoughtful, lasting presents. These approaches resonate with modern consumers who are looking for something that is not just a toy, but a meaningful and high-quality item.”

Elaine Connell, Ravensburger’s Product Marketing manager, believes that ‘traditional’ and ‘old-fashioned’ are semantically two very different concepts. She explains: “‘Traditional’ evokes nostalgia and timeless quality, which applies happily to our Brio brand in a very positive sense. On the whole, I think today’s consumer views Wooden Toys as classic toybox staples that will truly stand the test of time, and they can feel good about the purchase for a wide spectrum of reasons, from sustainability to play value and shared family traditions.”

The aesthetic of Wooden Toys plays a huge role in driving purchasing decisions. A.B.Gee’s key wooden toy range, Tooky Toy, has rebranded several times over the years to keep pace with evolving market expectations.

From colour palettes to packaging design, its ranges are constantly updated to align with modern interior and lifestyle trends. Clean, neutral tones and natural finishes give strong visual appeal that not only enhances shelf presence, but is also a proven driver of online conversion.

Drawing inspiration from the popular Japandi trend, Inside Out Toys’ Jumini Giftable Collection showcases a blend of minimalist Scandinavian design and Japanese influences. A muted, stylish colour palette featuring soft sage greens, warm taupes, blush pinks and ivory tones creates a modern look that fits seamlessly into any nursery or play space and doubles as décor items that parents and gift buyers will love.

“In this insta-age, toys with high aesthetic appeal can perform strongly. However, those offering little play value alongside will soon be relegated to the bottom of the toy box,” states Elaine.

Leading trends within the Wooden Toys sector start with modern role play lines like kitchen sets, barista coffee bars and cleaning kits that are all ideal for imaginative play. Hippychick says a standout from its latest collection is the Classic World Ice Cream Cart, with its soft pastel tones, realistic accessories and durable build offering hours of imaginative role play. Toynamics UK & Ireland distributes Hape, a leader in high-quality, wooden baby and children’s toys. Launching in September is Hape’s thoughtfully designed Smart & Wooden Supermarket, which includes a rotating conveyor belt, a till which allows children to record their own messages, a chip and pin machine, a realistic sounding price gun, cash drawer and an educational board with product prices for the 12 food products included in the set.

Another leading trend is trains and railway systems. Ravensburger’s Brio World has expanded with the launch of the new Dinosaur Attack set. Designed to sit across the wooden tracks, the set features a chunky Ankylosaurus complete with moving parts and swishing tail. The set complements other items in the Brio World Dinosaur collection, including the Deluxe Dinosaur Railway Set. Meanwhile, from Toynamics and new for 2025 is the Portable Train Station Set. This 40-piece, all-in-one playset

features a conductor, passengers, two trains and lots of scenery accessories. The set can be combined with others and packs away into its own storage box, which features a convenient carry handle.

Sustainability plays a huge part in the Wooden Toys category, with suppliers making constant strides to become more eco-friendly. “Sustainability isn’t just a bonus anymore, it’s an expectation, especially from millennial and Gen Z parents,” states Anna. As distributors, A.B.Gee increasingly prioritises brands that use FSC-certified or sustainably harvested wood, avoid plastic in both product and packaging and utilise non-toxic paints, natural dyes and eco-friendly adhesives. “These efforts are important not just ethically, but commercially. Retailers want to align with brands that reflect their values, and wooden toy companies that lead with sustainability tend to outperform others. It’s also a significant factor in school and educational supply markets, where eco-credentials are often an important requirement.”

Commotion has over 100 FSC-certified wooden lines at its UK warehouse, reflecting the company’s ongoing commitment to responsible sourcing and sustainable practices. All wooden lines under the Tickit brand are developed with repeated use in mind, made to withstand years of active handling.

Longevity has always been at the heart of the Brio brand. Right from its foundations, there has always been an emphasis on compatibility and the intention that families will keep and grow their collection for many generations. Elaine says: “Our track pieces have remained the same from day one and apply across the collections, including our My First series, for that very reason. Of course, this is just one facet of our vision of sustainability.” The company’s internal operations have been carbon neutral for a number of years, with ambitious targets for more in this area.

As readers continue through the following pages, they will find the latest products that the Wooden Toys category has to offer for the rest of 2025.

Wooden Toys Toynamics

0116 478 5230 | www.toynamics.com | sales@toynamics.co.uk

Toynamics UK & Ireland distributes Hape, a leader in high-quality, wooden baby and children’s toys. Over the past year, Hape’s strengths have grown in mixing materials while always incorporating its signature wooden look. The brand’s range features over 20 categories, spanning STEAM toys, music, role play, outdoor, infant, railway and more, targeting a mix of ages and price points and providing an array of choices for free play and learning.

The music category is one of the most popular categories for the brand, including the best-selling Pixel Piano. Designed for ages three and up, this award-winning product features unique interactive lights that shine through the wood. It has three play modes, including piano mode, animal mode and Hape’s signature learn-with-lights mode, and is presented in open box packaging for maximum impact in-store.

Another standout item new for 2025 is the Portable Train Station Set. This 40-piece, all-inone playset featuring a conductor, passengers, two trains and lots of scenery accessories allows children ages three and up to role play endless railway stories. The set can be combined with others and packs away into its own storage box, which features a convenient carry handle.

One of Hape’s classic best-sellers is the Melody Mansion Ball Run. Designed for ages 12 months and up, this two-in-one toy has a hammer to push two wooden balls into the ball run and onto a musical xylophone that can also be removed and played with separately. Another popular item, the Wooden Wonder Shape Sorter is designed to teach children ages 12 months and up colour association and fine motor skills as they try to place one of the six shaped blocks into the correct-colour coded hole.

Launching in September is Hape’s new Smart & Wooden Supermarket, which includes a rotating conveyor belt, a till which allows children to record their own message, a chip and pin machine, a realistic sounding price gun which scans product barcodes that show up on the cash till, cash drawer and an educational board with product prices for the 12 food products included in the set to support children learning numbers.

Hape’s new Play Furniture collection combines modern toy designs with multifunctionality, allowing customers with limited space in their house the opportunity to purchase large play items for children while also being attractive in their home. Launching in September as part of the collection is the Switch n’ Store Kitchen. This features an interactive stove which makes realistic cooking sounds, a sink and many accessories. The toy can easily be changed into a storage sideboard with two storage cupboards. Also part of the new Play Furniture collection is the Read & Draw Sling Bookshelf, which can be used as a magnetic painting and whiteboard easel and a bookshelf, and the Storage Bench which has a 60-litre storage capacity and can be used as a play bench.

The Hape range is supported by a host of marketing materials, from colouring sheets and bespoke window displays to influencer campaigns and in-store POS. A unique and bespoke marketing plan can be made to suit any retailer.

Hippychick

01278 434 440 | www.hippychick.com | sales@hippychick.com

Hippychick is synonymous with quality and has hand selected the finest wooden toys from highly esteemed brands such as Classic World, Vilac and Moover, that parents will want to hand down through the generations.

Classic World continues to be one of Hippychick’s top-performing and most-loved ranges. Known for its beautifully crafted wooden toys that deliver strong play value, Classic World is constantly evolving, and Hippychick is proud to expand its offering with fresh new additions. A standout from the latest collection is the Classic World Ice Cream Cart, which has proved to be a showstopper in both design and engagement. With its soft pastel tones, realistic accessories and durable build, it offers hours of imaginative role play and makes an ideal gift.

The heritage French brand Vilac continues to innovate with a distinctive blend of traditional design and contemporary flair. The brand’s collaboration with illustrator Andy Westface has brought some standout pieces to market, most notably the Andy Westface Dog Ride-On. With its sturdy wooden construction, smooth ride and eye-catching colour palette, it’s a winning combination of functionality and artistic charm.

Hippychick’s wooden toy collection offers retailers strong shelf appeal, reliable sell-through and excellent longevity. As sustainability becomes an increasingly important driver in consumer purchasing, toys made from natural, responsibly sourced materials are no longer a niche offering, they’re a growing expectation.

As the market continues to shift towards more thoughtful, considered purchasing, Hippychick encourages its retail partners to embrace the lasting charm of wooden play.

Wooden Toys

A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B.Gee is expanding its Wooden Tooky Toy range for autumn/winter. The collection offers a blend of imagination, learning and timeless quality. For autumn/winter, A.B.Gee is introducing a new selection of wooden toys that balance traditional charm with modern play value. Known for supplying high-quality, great-value products, A.B.Gee’s latest wooden toy lines are no exception and have been designed to inspire imaginative role play, support early development and stand the test of time.

Among the highlights is the Wooden Coffee Shop Set for little baristas in the making. With a coffee machine, cups, pastries and a menu card, it encourages rich pretend play that builds communication skills, social interaction and creativity. Whether taking orders, serving customers or preparing imaginary drinks, children can gain confidence and enjoy immersive role play that mirrors the real world in a fun and accessible way.

The Wooden Ferry is a beautifully crafted toy that invites children into the world of make-believe travel and transportation. Complete with working ramps and space for toy vehicles, this ferry encourages storytelling, coordination and problem-solving, all while providing a tactile, screenfree play experience. For the festive season, A.B.Gee is also offering the Christmas Tabletop Railway. This compact yet captivating set brings seasonal joy to any home, with classic railway pieces adorned in a wintery theme. Ideal for Christmas morning or as a centrepiece for holiday displays, it encourages fine motor skills and imaginative thinking while capturing the magic of the season.

A.B.Gee’s Wooden Space Station is packed with interactive elements. This set sparks curiosity about space and science through hands-on play and is an ideal tool for promoting STEMbased learning through role play, all while encouraging collaboration and creative exploration.

Each toy in the range reflects A.B.Gee’s commitment to exceptional quality and value for money. Crafted from responsibly sourced wood and designed with durability in mind, these toys are made to be loved, played with and passed down through generations. The natural materials, smooth finishes and attention to detail make them as appealing to parents as they are to children.

The educational benefits of A.B.Gee’s wooden toys are significant. From developing fine motor skills and spatial awareness to enhancing language and social interaction, these toys are more than just fun, they’re valuable tools in early years learning.

Retailers looking to offer customers trusted, educational and beautifully made toys this season will find A.B.Gee’s wooden collection a standout addition. With classic designs, modern themes and unbeatable value, this range delivers on all fronts.

Inside Out Toys

01908 969 969 | www.insideouttoys.co.uk | sales@insideouttoys.co.uk

Inside Out Toys has launched the brand-new Jumini Giftable Collection - a new range of wooden toys designed to combine the enduring charm of traditional play with a modern, design-led aesthetic. A proud addition to the Jumini family, the collection brings together considered design, sustainability and gift-ready packaging, making it the ideal range for today’s thoughtful consumer.

Drawing inspiration from the popular Japandi trend, the Giftable Collection showcases a blend of minimalist Scandinavian design and calming Japanese influences. A muted, stylish colour palette featuring soft sage greens, warm taupes, blush pinks and ivory tones creates a serene and modern look that fits seamlessly into any nursery or play space. With their understated elegance, these toys offer more than just play value; they double as beautiful décor items that parents and gift buyers will love.

The collection includes 12 toys aimed at children aged one to three years. Standout SKUs include the Stacking Train, Busy Board and Gear Puzzle Game, all crafted from FSC-certified wood to ensure both safety and sustainability. Other highlights are the Rainmaker, Tower Racer and Peg Matching Game, which support the development of fine motor skills, colour recognition and sensory exploration.

Each item in the range comes packaged in a high-quality, contemporary gift box, designed to stand out on retail shelves and provide a premium unboxing experience. The packaging not only enhances the gifting appeal but also supports visual merchandising, making the range ideal for independent retailers, gift shops and garden centres seeking design-led, shelf-ready solutions.

The full Jumini Giftable Collection will be on display at Autumn Fair (Hall 6, Stand A02) where Inside Out Toys will be taking pre-orders, with stock available for delivery to trade customers across the UK in September. There will also be some ‘free stock’ bundles available, dependent on customer spend.

Inside Out Toys offers flexible low minimum order quantities and attractive starter packs across the Jumini range, making it easy for retailers of all sizes to introduce the new Giftable Collection into their stores. With its on-trend design, sustainable ethos and strong play value, the collection is ideal for eco-conscious gifting this season.

For more information or to open a trade account, get in touch with Inside Out Toys via the details above.

36098 Dinosaur Circle Set

36082 Dinosaur Attack

Wooden Toys Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

There are plenty of joyful and inspiring wooden toys, coupled with much-loved timeless characters, to be found at Rainbow Designs. These wooden toys have been created specifically for pre-schoolers and are brimming with developmental features, focused on Peter Rabbit, Guess How Much I Love You and new for 2025, the award-winning pre-school property, Bing.

Leading the new launches this autumn is the highly anticipated reimagined Bing range. Rainbow’s new range brings the small yet significant adventures of pre-school existence to life with a line of beautifully designed wooden toys tailored specifically for toddlers. Focused on Bing and his friends, Flop and Sula, these new lines are packed with thoughtful developmental features, designed not only to entertain but also to nurture creativity, imagination and sensory development. The new Bing Wooden Busy Board is a new addition with cogs to turn, beads to move and doors to open revealing hidden surprises. Designed to support creativity, sensory exploration and fine motor skills, it’s ideal for curious hands and growing imaginations. The collection also includes the Bing Wooden Shape Puzzle and Bing Multi-Layer Wooden Shape Puzzle, which has been designed to intrigue and surprise with layers of fun and discovery.

These new wooden Bing toys are set to join the ranks of Rainbow’s best-selling wooden toy collections starring Peter Rabbit and The Very Hungry Caterpillar. These timeless lines are exceptionally popular with young pre-schoolers, helping to aid the development of fine motor skills as well as matching and counting skills. Fun, high quality Wooden Pull-Alongs, Shape Puzzles and Domino Sets are available in both ranges, as well as an illustrated set of Wooden Building Blocks featuring Peter Rabbit and his friends Jemima Puddle Duck, Jeremy Fisher and Benjamin Bunny.

Ravensburger

01869 363 830 | www.ravensburger.com

Brio World continues to expand with further launches in the popular Dinosaurs theme. Thrilling action is delivered with the new Dinosaur Attack set. Designed to sit across the wooden tracks, the set brings wow-factor to track layouts and features a chunky Ankylosaurus complete with moving parts and swishing tail ready to swat anything in its path.  The set complements other items in the Brio World Dinosaur collection, including the Deluxe Dinosaur Railway Set with its handy storage box that doubles as a themed playmat, adding to the imaginative play.

The new Pullback Train Set is powered by pure toddler energy. This 28-piece set includes wooden track pieces, accessories and a train; young children can simply draw back the red train and watch it go. The impressive new Mega Spiral addition to the Brio offering enables children to construct taller, more complex layouts and build impressive spiral-shaped tracks, intricate figure-eight loops or towering multi-level designs. Like all sets in the Brio World, the new Mega Spiral Set can be integrated into existing collections or played with as a standalone.

The wooden play continues in Brio Builder with the Apollo Saturn IV set – the first NASA-licensed set from Brio. Children can build the legendary rocket for adventures to the moon or explore construction skills to build whatever dreams can imagine. There are 91-pieces included, and the set is compatible with other items in the Brio Builder collection.

To learn about these new sets and more from Brio World, get in touch with the Ravensburger team via the details above.

Mattel

01628 500 000 | www.mattel.com

The Fisher-Price Wood range offers a modern twist on timeless, durable play designed to spark creativity and development in infants and pre-schoolers. With a focus on simplicity, authenticity and sensory-rich role-play, these beautifully crafted wooden toys appeal to families seeking a backto-basics experience and are built to be cherished and passed down from generation to generation.

New to the range is the Fisher-Price Wooden Animal Puzzle, featuring 12 animal-themed blocks offering shape-sorting and storytelling fun for toddlers. Storytelling with animals continues with the Fisher-Price Wooden Clacker Caterpillar. Sized just right for small hands to grasp, little ones can shake this colourful caterpillar rattle for a sensory play experience. With the Fisher-Price Wooden Stack & Sort Animals, kids can stack the pieces on the base to make an alligator, lion, koala or any creature they can imagine, developing their fine motor and problem-solving skills.

Fisher-Price continues to expand the Wood range with the new Fisher-Price Pots & Pasta Chef Set with 31 role-play pieces. The Fisher-Price Wooden Cake is a 14-piece pretend food playset which includes six slices of cake that attach, plus six removable candles, a serving tray and cake knife. Kids will enjoy decorating, “slicing” and serving cake for endless celebrations.

Moving beyond the kitchen is the Fisher-Price Wooden Work From Home set, where kids can get down to important pretend business with the nine included pieces. The Fisher-Price Wooden Xylophone continues to encourage fine motor and sensory skill development, as toddlers explore sounds and tap out tunes. The Fisher-Price Wooden Rainbow Bead Bar lets toddlers explore shapes, colours and early counting through fun bead-sliding play.

Commotion

01732 225 821 | www.commotion.co.uk info@commotion.co.uk

The company’s in-house Tickit brand has seen growing popularity across both educational and consumer markets, and with its expanding wooden toy category, quality, sustainability and educational value converge.

With over 100 FSC-certified wooden lines now at its UK warehouse, this significant and timely milestone reflects the company’s ongoing commitment to responsible sourcing and sustainable practices. In a market where consumers are increasingly scrutinising the environmental credentials of the products they buy, the FSC mark carries weight. It also aligns neatly with the values long held by educational buyers, for whom product origin, durability and long-term value are key considerations.

The Tickit wooden toy range encompasses a broad mix of openended resources and imaginative play items designed to support learning through exploration. From Rainbow Architect Sets and Wooden Treasures to Stacking Shapes and Loose Parts, these toys encourage hands-on discovery, fine motor development and early STEM concepts. The natural textures and pleasing tactile qualities of wood remain as appealing as ever to young children, and with thoughtful design and premium finishes, these products also cater to modern aesthetic preferences.

Wooden Toys

Designed to engage the senses and encourage open-ended, child-led play, Tickit’s wooden range invites children to explore at their own pace by handling, stacking, sorting and building without the constraints of structured digital input. The natural warmth and weight of wooden toys provide a sensory-rich experience that screens simply can’t replicate, making them an essential resource in both educational and home settings.

True to Commotion’s educational roots, all wooden lines under the Tickit brand are developed with repeated use in mind. These are not delicate display pieces but durable resources, made to withstand years of active handling. SSPs across the range reflect this: considered, competitive and indicative of long-term value for families looking for toys that offer more than short-term play.

For retailers, the expanding FSC-certified wooden range offers an opportunity to tap into a well-established and respected supply chain. With UK and EU-held stock, clear educational credentials and strong environmental positioning, the Tickit wooden range delivers on multiple fronts, particularly for stores keen to offer sustainability without compromising on quality or play value.

Contact the sales team today and find out more about becoming a trusted partner.

FEATURES: FEATURES:

BaffPotions ZimpliKids

sales@zimplikids.com

Zimpli Kids continues to transform bath time into an exciting sensory adventure with the launch of its brand-new Baff Potions.

Baff Potions lets kids unleash their imagination as they create their own magical bath time potions. Each set includes a reusable potion bottle, a funnel for easy pouring, six colourful potion powders, six bags of fizzy star fragments and six sachets of crystals that crackle and pop, bringing every potion to life. The included spell book guides children through their potion-making journey, sparking creativity and storytelling as they play.

Potion-making in the bath turns bath time into an imaginative escape. It gives kids a sense of control and independence as they mix, pour and test their creations, just like little scientists experimenting with reactions. This hands-on sensory exploration helps develop cognitive and creative skills while keeping bath time exciting and mess-free.

Baff Potions joins Zimpli Kids’ award-winning bath lines Gelli Baff, Slime Baff and Baff Bombz, all of which have been designed to make bath time a moment of joy, learning and discovery. With more surprises coming in Q4, retailers can look forward to an even bigger range of products that keep kids engaged and drive repeat purchases.

For more information on Baff Potions and the company’s full bath time fun range, contact Zimpli Kids on the email address above.

More than just a gadget, the Photo Creator Mini Cam is a collectible that’s ready to capture every silly selfie, bestie moment and day-out memory. With built-in colour filters, video mode, flash and instant playback, Canal Toys says kids are loving the freedom to snap, style and share without the need of a phone.

The retailer response has been overwhelming, helping establish the Mini Cam as one of the season’s unexpected top performers. At £14.99, cute styling and six colour variations make it an ideal birthday gift, summer holiday accessory or pocket-money purchase.

The Canal Toys team recognised that older kids these days don’t necessarily seek toys, and has brought in the Mini Cam to tap into that market, offering something cool, trendy and collectible that goes beyond play.

With autumn around the corner, a 360-degree marketing campaign and series two already in development, Photo Creator Mini Cam is perfectly placed to stay in the spotlight and keep kids snapping for many months to come.

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Bandai, Big Potato, Canal Toys, Little Tikes, Magicbox, MGA, Wow! Stuff & Zimpli.

esh

Stockingfillergames BigPotato

020 3620 9495

www.bigpotato.co.uk

trade@bigpotato.co.uk

Big Potato offers four small games with big personalities, all of which are perfect for Christmas stockings, Secret Santas and festive game nights. Each is quick to learn, easy to play and packed with repeatable fun, making them ideal for kids, grownups and everyone in between. Whether players are shouting out answers, bluffing their way through a lie or figuring out who’s the odd one out, these little games bring big energy in small boxes.

P For Pizza is a quick-thinking, shouty-outy word game. Players race to shout out words that match the category. The only rule is that they must stick to words beginning with the letters in front of them. The first to win six slices is the winner. The rules are simple and the gameplay is speedy, making it popular with families, friends and anyone who loves a good word game. Sounds Fishy Travel is the only tinned fish someone would want in their stocking. In each round, players hear a weird trivia question. One person knows the real answer, and everyone else has to make something up. Can they spot the truth, or will they be reeled in by a red herring? This compact version is ideal for on-the-go play, holiday travel or post-Christmas dinner games. Herd Mentality Mini encourages players to “think like the udders”. In this mini edition of Big Potato’s best-selling party game, participants write down answers to simple questions, but instead of being right, they need to be in the majority. If they don’t say what they think everyone else will say, they risk ending up with the dreaded pink cow. Herd Mentality Mini is a great pick for groups, families and anyone who likes their party games light-hearted and easy to jump into.

Chameleon Travel is one of Big Potato’s most popular social deduction games in a travel-friendly size. Everyone knows the secret word except for one player - the Chameleon. Using clues and conversation, players try to figure out who’s faking it, without giving too much away. Quick to play and easy to carry, Chameleon Travel is packed with sneaky fun.

020 8324 6160

www.bandai.co.uk

sales@bandai.co.uk

Animakii is a brand-new anime-inspired fashion doll range designed to diversify and disrupt the dolls and collectibles category. The range celebrates individuality, creativity and the expressive enjoyment of kawaii culture, whilst also providing today’s generation of children with a highly customisable and collectible fashion doll brand.

Inspired by the growing popularity and influence of Japanese culture, Animakii combines ‘anime’, ‘make’ and ‘kawaii’ to produce a collection of vibrant and character-led fashion dolls. Designed to celebrate creativity, collectability and expression, the range consists of four fully customisable doll sets: Candy and Bubblegum, Unicorn and Bat, School Girl and Magical Girl, and Gamer and Cyberpunk. Each set contains one doll, four switch-and-swap faces, two hairstyles, two outfits and two sets of shoes, offering children aged four and over endless opportunities to create their own characters and looks.

Reflecting a Japanese-inspired fashion aesthetic, each doll’s styling components allow children to create up to 32 different looks per set. Combined across the range, this unlocks thousands of possible style permutations, delivering on-trend play that’s both personalised and endlessly reconfigurable. An on-trend colour palette and eye-catching packaging provide impactful shelf appeal while appealing to the growing demand for original, creative and connected toys.

PiratixSeries2 MagicBox

01293 222 500 • www.magicboxint.com • sales@magicbox-toys.co.uk

Piratix Series 2 has arrived following a strong launch season. These latest treasures land just ahead of six new webisodes of the Piratix mini cartoon, which will be available to watch via the Magicbox YouTube channel. The original six webisodes have already amassed 9m views, so anticipation for the upcoming content is high.

Piratix is Magicbox’s latest hit IP, delivering collectability, pirates, action play and value by the boat load. Brand-new and available now, the Piratix Shark Treasures series comprises 70+ new collectible pirate figures to discover. These fun figures are available to find as affordable Mystery-Bagged One-Packs, each containing one collectible figure with crystal effect accessories. Chase characters in the range will be the golden captains. A new crew has also arrived from the deepest abyss: The Abyssal Crew, captained by the ultra-rare Captain Big Jaws with his crystal and glitter effect.

The Piratix Kraken Ship is a key line for Christmas, bringing kids a new legend to discover; Piratix treasure was washed up on a sunken pirate ship where an octopus lived, turning it into a kraken that now controls the ship. On the kraken’s ship, kids can use the treasure to aim and fire the cannon and open the prison to free trapped Piratix. Waking the kraken will cause it to appear at the back of the ship, throwing all the treasure inside its mouth into the air. There’s even a functioning catapult.

Also available to collect are the all-new mystery packs, Sea Speeders, Captain Packs, Secret Caves and more. Piratix Shark Treasures Sea Speeders is a pocket money line offering tangible play value. Each pack comes with a Sea Speeder vehicle, one Piratix figure, a crystal accessory, exclusive treasure and an exclusive flag. There are six different styles to collect. Each is available in two colourways and there are also ultra-rare golden ones to drive repeat purchase.

L.O.L.Surprise!PrincessTots

MGAEntertainment 0845 0533 333 • www.mgae.com

As the brand heads into autumn, L.O.L. Surprise! will continue to drive the message “It’s what’s inside that matters”, encouraging children to unleash their fun side whilst bringing creativity and imagination to the fore, offering a compelling blend of play, learning and discovery with every unboxing.

Following the launch of the L.O.L. Surprise! Fantasy collection, which includes Fairies, Mermaids and Unicorns, the brand is expanding with the launch of L.O.L. Surprise! Princess Tots. Hands-on children will particularly enjoy this royal new range, as each Princess Tot allows children to express their creativity by making their own unique princess dresses. The dolls come in charming teacup packaging, adding an extra layer of delight to the unboxing experience. Once dressed in their stylish new outfits, the Tots offer added play value with a cold-water colour-change feature, enhancing the surprise and encouraging repeat engagement.

Joining the line-up is the new Princess Make-It Dresses Baby Sisters range. Perfect for interactive and imaginative play, each Baby Sister is packaged within a cute teacup, features sparkly hair and comes complete with an oversized tiara for extra royal flair. Kids can dip the dress in cold water to unlock a magical colour-change feature.

With eight characters to collect in each pocket money range, children can enjoy creating princess dress styles and look out for fan favourite L.O.L. Surprise! characters. They can even mix and match the Tots’ dresses.

CreativeConstruction LittleTikes

0845 0533 333

www.mgae.com

Launching this month, Little Tikes introduces Creative Construction. This range of role-play sets has been designed for little builders aged three and over who enjoy hands-on play with lifelike tools and appliances, encouraging learning through problem-solving and collaborative, screen-free play. Featuring easy-to-follow ‘how-to’ blueprints that spark creativity and guide first-time builders, aspiring construction workers can enjoy hours of realistic role-play with this new range.

The sturdy Creative Construction Workbench is the ultimate building station. Made for little hands with big plans, this dedicated workspace inspires practical learning with a realistic hammer, wood saw, carpenter’s pencil (dry erase marker) and rafter’s square, plus a working vice and four hooks for holding foam pieces or storing tools. A clamshell box of 30 kid-safe nails and various wood-effect foam pieces are included in the set.

A first introduction to carpentry and power tools, the Creative Construction Power Cuts Set includes a kid-safe battery powered chop saw that cuts through foam wood pieces just like the real thing, as well as a claw hammer, nails, a dry erase pencil and safety goggles. The set allows children to measure, mark, saw and hammer, all while learning the importance of safety elements in construction. The Creative Construction Measure & Cut Set, meanwhile, features lifelike tools including a mitre saw, mitre box, carpenter’s square, measuring tape and a dry erase pencil for marking straight and angled cuts.

Coming complete with seven realistic tools including a hacksaw, crescent wrench, screwdriver and socket set, plus a sturdy and durable toolbox and a full set of play fasteners, screws, hex head bolts and hex nuts, the Creative Construction Tool Box Set is perfect for budding construction workers, and will be welcomed by parents requiring practical storage solutions.

The Creative Construction Hammer & Nail Set includes a realistic hammer, clamp and plastic nails that can be hammered into the foam wood. Rounding out the range is the Creative Construction Wood, Nail, Screw Bundle, which provides nine refill items including one box of nails, one box of screws and various foam wood pieces.

PeppaPigDrive&LearnCar

Wow! Stuff enters the Educational Toys category with the Peppa Pig Drive & Learn Car, the latest addition to its popular Peppa Pig range.

A timely addition following the headlinegrabbing announcement of Mummy Pig’s pregnancy and the birth of Peppa’s baby sister, Evie, this new feature-rich learning vehicle offers an innovative blend of interactive technology and developmental play.

The Drive & Learn Car comes complete with six themed activity cards that teach numbers, colours, shapes and locations, focusing on key Early Years Foundation Stage (EYFS) teachings. By picking one of the cards, and selecting the chosen mode using the steering wheel, children are guided by Peppa through fun learning prompts. The vehicle reacts with sounds or phrases as it drives over the cards, delivering a multi-sensory and highly engaging play experience for children aged 18 months and over.

Learning benefits include: English & Communication, via narrated prompts to build language and listening skills; Mathematics, through number and shape recognition; Creativity & Imagination, through built-in colour exploration and pretend play; Physical Development, via the steering and push-along functionality to encourage fine motor skills; Emotional & Social Understanding, thanks to the familiar scenarios which support empathy and social learning and Understanding the World & Community, with the location cards introducing early geography and community landmarks.

The vehicle also features a window light reveal and push-to-play sound effects, further enhancing the overall play value.

Feature STEM & Educational Boxing clever

STEM toys are important for developing essential 21st-century skills, engaging children in science, technology, engineering and mathematics concepts through hands-on experimentation and problem-solving activities. Toy World finds out how suppliers balance learning with fun and takes a look at some of 2025’s biggest launches.

Year after year, suppliers find new ways to make STEM concepts accessible via ageappropriate toys, from simple coding games for pre-schoolers to advanced robotics kits for teens. With research continuing to demonstrate that early exposure to STEM principles through play significantly improves children's analytical thinking, spatial reasoning and persistence in problemsolving, these toys address parental concerns surrounding digital literacy and prepare children for the increasingly technology-driven world of work.

All this means suppliers need tocarefully tread the line between fun and education. Too fun, and there’s a risk STEM learning outcomes have been lost along the way; too educational, and the risk is that kids simply won’t want to play with them. Some STEM themes, however, naturally capture the imagination of kids. Space is one of them.

“Early inspiration is the spark that nurtures the next generation of scientists,” explains Chris Swift, senior national account manager at Celestron, a manufacturer of astronomy telescopes, microscopes, accessories and more. Celestron aims to make space exploration both easy and accessible for kids, while also catering to the adult enthusiast. The company’s patented StarSense Explorer telescopes are a shining example of this: using Lost in Space (LISA) technology and the power of a smartphone, they deliver a fully guided sky tour experience complete with spoken descriptions.

Having designed STEM optical equipment for more than 60 years, Celestron is trusted by national and independent retailers across the globe and even has a telescope on board the International Space Station. Despite this, its ranges remain accessibly priced; the Celestron Royal Observatory Greenwich Firstscope

telescope, which can reveal the Galilean Moons of Jupiter, has an RRP of just £69.99.

At the Science Museum, which has been making STEM education fun since 1931, products are designed and developed in partnership with leading licensees to empower children to explore the world of STEM, and to inspire the next generation of scientists, inventors and engineers. As one of the UK’s leading educational attractions, the museum can call on the talented professionals that work there to assist in the licensing team’s work, which lends authenticity and real-world knowledge and expertise to the design process.

“Our hands-on products are designed in collaboration with professionals in the field to align with key learning outcomes,” says Amy Harbour, head of Licensing and Commercial Partnerships at the Science Museum Group. “We have recently developed a guide to work through with Science Museum licensees specifically for toys and games product and packaging development. It helps us highlight the educational elements of a fun product and ensures the key scientific principles communicated on the packaging are age appropriate – whilst celebrating the fun of course.”

This year sees the launch of the first ever Science Museum slime range, from Funtime. Amy says that while there’s lots of slime on the market, the Science Museum’s is unique because it explains the science behind this popular tactile compound. She adds: “This range went through rigorous product testing. Not only did we want to make sure that kids loved playing with the products, but we also wanted to ensure it was parent friendly. Science Museum slime is easy to clean - we like to think of everything.”

The Science Museum isn’t the only one committed to revealing the science behind a product or process. This

year, Clementoni is launching Idea! Perfume Creator Deluxe, which lets kids mix and create scent combinations while also learning the science behind smell. The kit joins the company’s award-winning Science & Play SmartTech Greenhouse, which invites green-fingered young scientists to experiment with growth mediums, heat, light and humidity as they grow their own plants.

“At the heart of our company is a statement made by our founder Eiichiro Tomiyama in 1924: ‘Toys must have an element of surprise, a sense of creativity and design. Without these, there is no progress,’” explains Mary Wood, managing director – Europe, Tomy, when asked how Tomy approaches the STEM and educational toys category. “That founding philosophy is evergreen and is as true today as it was then.”

Tomy is supporting this year’s introductions, which include the gravity-defying AirToobz range, by investing in an ever-agile advertising strategy to mitigate what Mary calls the “shifting sands” of the marketing landscape, while Celestron’s retail partners are supported by its dedicated and knowledgeable business development team. Chris concludes: “We ensure sales success by understanding our customer’s business and suggesting products that we’re confident will perform. All products for the hobby and toy market come in full colour descriptive retail boxes that will sell directly from the shelf, and we work with retailers on an individual basis to formulate awareness, driving activity tailored to their stores. Also, I’m delighted to say that members of the Toymaster family are now able to order carefully selected Celestron ranges directly via TIMS.”

Read on to learn more about the STEM and educational toy ranges our clients are introducing this year.

STEM & Educational

Clementoni

020 3206 1397 | www.clementoni.com

paul.fogarty@clementoni.com

Clementoni is working to rekindle the connection between kids and nature in a world that often keeps them indoors. The 2025 STEM collection focuses on nature, botany and exploration, while also incorporating elements of technology. The winner of a Toy Fair Hero Toys 2025 Award at January’s London Toy Fair, the Science & Play Smart-Tech Greenhouse is a cool way to grow plants and experiment with nature. This high-tech greenhouse has everything needed to watch plants grow and thrive.

With LED lights and an electronic module to monitor and control the temperature and humidity, making sure the plants are always in the perfect environment is easy. The greenhouse allows experimentation with different ways to grow plants – in pots with soil, in test tubes with cotton, or even in special gels such as agar-agar – while the large, clear window and big door make it easy for green-fingered kids to see inside and watch their plants grow in real-time. Perfect for young scientists, gardeners or anyone who loves nature, this greenhouse makes growing plants feel like a real adventure. Available now, the Smart-Tech Greenhouse is supported by a strong marketing campaign across social media platforms, PR and partnerships, plus in-store support.

Staying true to its mission of inspiring imagination through design and creation, the Idea! range is expanding with the launch of Perfume Creator Deluxe, which invites young creators to dive into the world of fragrance by crafting their very own custom perfumes. With everything needed to set up a mini lab at home, kids can experiment with a variety of essences and ingredients, learning the science behind scent combinations while expressing their creativity. This hands-on experience not only sparks scientific curiosity but also empowers children to explore the art of perfume-making in a fun and engaging way.

Celestron

www.celestron.com | cswift@celestron.com

Celestron has been producing leading astronomy equipment for more than 60 years, from mass market to professional scientific applications. Thousands of telescopes and binoculars sell each year through non-specialist accounts and perform particularly well as Q4 gifts.

As STEM education continues to shape the next generation of scientists, engineers and innovators, one field stands out for its power to bridge the sciences and inspire generations: astronomy. Drawing from physics, chemistry, mathematics and even history and art, astronomy encourages critical thinking, nurtures observation skills and fosters a sense of scale and perspective. The first glimpse of Saturn’s rings or the cratered lunar surface turns abstract ideas in the classroom into tangible discovery.

Introducing children and young adults to astronomy early on not only sparks interest in STEM but also builds a deeper appreciation for our planet and the universe beyond. To do so, Celestron has partnered with the world-famous Royal Observatory Greenwich - one of the most important scientific sites in the world, which celebrates its 350th anniversary this year - to develop a range of easy-to-use astronomy equipment. All products have descriptive full colour retail packaging and can sell from the shelf unassisted.

The collection starts with a stargazing binocular, an easy way to introduce the night sky: especially star constellations and the moon. The collection continues with three telescopes that are each capable of delivering impactful views of the moon, planets and stars, whilst remaining userfriendly and easy to set up.

The Firstscope tabletop telescope is ready out of the box: users simply add one of the included eyepieces. Great for younger users due to its simplicity and compact size, when not in use it can be placed on a bookshelf or desk and admired as a decorative item.

The Travel Scope 70 includes a tripod and custom backpack that can safely store all parts. Assembly is minimal and the integrated pan handle allows the telescope to be intuitively pointed around the night sky. It can also be used as a spotting scope during the day for amazing views of landscapes, birds and wildlife.

The StarSense Explorer DX 100AZ brings satellite guidance technology to a beginner grade telescope for the first time. Suitable for kids and kidults alike, this model uses the power of a smartphone and patented technology to locate planets and stars in an exact location with incredible ease. The app interface uses arrows and a bullseye that shows visually which way to move the telescope to find the selected object in the sky.

For more information, contact Chris Swift on the email above. Toymaster members can find order forms in the group’s TIMS platform.

Unlocking Crea tive NEW Ways to

110

PIECES

Thin k, Play, a nd Design

Company Profile

Commotion Just the Tickit Commotion

A leading wholesale distributor of educational toys for more than 40 years, Commotion is enjoying huge success with its in-house Tickit brand of high-quality, open-ended products specifically developed for (and tested by) infants and pre-schoolers in real-world settings. Toy World caught up with Commotion CEO James Shepherd to find out what makes Tickit so special and how the company is raising brand awareness throughout 2025.

Comprising everything from wooden building blocks and light panels to sensory stainlesssteel balls and themed figures, Tickit has been a mainstay of the educational sector for more than 20 years. Countless kids have played with Tickit products at thousands of nurseries, play groups and schools across the globe. Now, the company behind it, Commotion, is doubling down on its product development, majorly expanding its retail presence, bolstering its distribution model and ramping up brand awareness as it aims to land its products in homes worldwide.

Describing 2025 thus far as a game of two quarters, James explains how Commotion’s European business, which accounts for half of global annual sales, ended March up +30% - before President Trump hiked tariffs. Commotion responded by halting invoicing out of China directly to the USA, resulting in a weaker Q2 than was otherwise expected. This is not the company’s fault, of course, and its work behind the scenes this year - launching a redesigned website and wider business rebrand, attending numerous European trade shows, arranging photoshoots for its upcoming launches, and welcoming online and in-person visitors to its Kent showroom - has ensured the global business remains +5% up YOY and poised for further growth.

According to James Shepherd, Commotion’s CEO, one of Tickit’s biggest USPs is the fact that it is thoroughly play-tested by children in educational settings. Every new line and refresh is based upon focus group feedback from childcare providers, parents and kids. Despite this, and

the brand’s rich heritage, James says awareness of Tickit is still relatively modest. “We have thousands of Tickit lines within nurseries and schools but very often, teachers and parents don’t realise it’s Tickit their kids are playing with. Our aim is to change this - to raise awareness, which in turn will increase consideration and purchase intent.” Tickit products offer retail partners a tangible point of difference. A premium range, Tickit toys are robust and durable enough to stand up to being played with by whole classrooms of kids, and this won’t change as it starts landing in homes. The range is also founded on strong ethical and environmental values; any wood used is FSCcertified, the paints are water-based, printing is done with soy ink, and the company is working towards plastic-free packaging. What’s more, Tickit toys are 100% free of screens and digital enhancement. “Kids have got all that to come,” says James, a staunch advocate of screen-free, traditional play. He also loves the infinitely open-ended “small world” experience Tickit offers; individual sets can be combined to create whole worlds limited only by a child’s imagination.

Current Tickit best-sellers include its Wooden Picture Blocks (including newly launched People Who Help Us, Forest Animal and Bird themes) and Touch & Match Boards, while the light-up range of sensory tables welcomes the Discovery Glow Low Table and Discovery Glow Square Table this year. The SiliSoft range is a major new launch for 2025. There are 30+ soft, tactile and hygienic silicone products to choose from at attractive price points in three soothing colourways, with a newborn black and white range on the cards for 2026. Whizz Bikes, another new Tickit range, launched earlier this year. Sales have been very strong, reflecting their build quality, durability and £69.99 price point. Combined with a frame light enough for kids to carry themselves, puncture-proof tyres and a 5-year guarantee, Whizz Bikes tick all the balance bike boxes. All these products reflect Commotion’s strong focus on continuous product development, resulting in a portfolio that always offers something fresh and new for retailers and consumers alike.

While making a beloved brand available outside of its traditional spaces is clearly a big opportunity for retailers, Commotion is working hard behind the scenes to join the dots for consumers. Tickit is far from a start-up brand, but

James and his team are treating it like one. The company is investing heavily in marketing and continues to drive its social media presence with child-centric content that demonstrates the kind of educational play Tickit offers. The brand’s photography frequently shows kids playing with Tickit toys and it also works with influencers on reels and videos in which play is front and centre. The approach is paying off. In Europe, Tickit has become a top brand among some of Commotion’s biggest toy retail partners, which place order after order, year after year.

“I’ve been a retailer, I’ve sat on that side of the table, and one of the biggest headaches is returns,” explains James, when asked why it’s proving such a hit. “Tickit is so well made, it never goes back to the retailer it’s bought from.”

Having worked at pace in Q1/2 laying the groundwork for a successful second half, Commotion’s focus is now on execution. The company has much more stock going into Q3/4 than it did last year, its post-rebrand packaging switchover is complete, and it continues to secure strategic partnerships with best-in-class retailers that will elevate Tickit’s visibility. Commotion’s partners are supported with comprehensive marketing and sales tools including professional product photography, videos, activity guides in eight languages, customised graphics, SEO-friendly descriptions, POS and retail case studies. James adds: “These resources help showcase products effectively across channels and save our customers time, so they can focus on growing their business while we help tell each product’s story.”

At the same time, Commotion is not setting out to dominate the retail landscape with its products. Its partners are often seeking an element of exclusivity and a point of difference, which evaporates when all retailers carry the same lines, or when different brands lack a strong USP.

“We offer great customer service and real people you can actually talk to,” concludes James, highlighting what makes Commotion a great supplier to work with. “We have countless marketing assets our partners can use, distribution hubs in both the UK and mainland Europe for fast and reliable delivery, superb payment terms, you name it. We understand the pressures facing retailers - and what it takes to succeed.”

STEM & Educational Connetix

www.connetixtiles.com | wholesale@connetixtiles.com

An Australian-owned, globally beloved brand, Connetix is trusted for its signature, high-quality, open-ended magnetic tiles and is continuing to deliver industry-first innovations. At the heart of the brand is a dynamic team of educators, allied health professionals and industry experts, all championing learning through play. Leading with purpose, the STEAM- and MESHaccredited brand is providing a whole new level of educational and play value to support children’s learning, skill development and resilience in a hands-on, fun way.

This month the brand has unveiled its biggest new releases to date, as well as a whole new line. The game changing Connetix Pro Line is an advanced range of magnetic tiles specifically designed to allow the next-generation of builders to level-up their designs and engineer like never before. Featuring Connetix Smart-Spin technology, the ultra-strong magnets can rotate 360 degrees within the tile. This offers Pro creators the freedom to build in exciting new directions and to push the limits of construction, providing the ultimate educational toy for older children and kidults alike.

Builders can explore new play patterns and discover endless creative possibilities with the Connetix 46-Piece Bright Portal Pack. Showcasing bright colours, this range introduces three new different sized squares designed to nest together and mix and match. Unlocking a whole new dimension of engineering and construction, there are many unique ways to play. From windows, terraces, tunnels and bridges to multi-story designs, mesmerising patterns and so much more, there are endless combinations to discover.

Offering a fresh take on glitter, Connetix is bringing a signature feature to the market: ultra-fine iridescent glitter that creates a multi-coloured sparkle effect. Each tile is bursting with sparkles and also features the company’s unique bevel design, which produces dazzling refractions. This design allows children to experience captivating colour and light as they play. The range includes the Connetix 48 Piece Castle Pack. Its special pieces combine pastel and bright colours with glitter so kids can bring a shimmering castle to life with the step-by-step instructions. The open-ended nature of Connetix tiles means builders can also engage in imaginative storytelling by adding a touch of magic to their own inspired builds.

The Connetix 28-Piece Light Star Pack introduces a rechargeable, light-up tile, transforming construction play into a wonder-filled light show. Children can experiment with colour mixing, refractions, shadows, optical illusions and more as they take light exploration to a whole new level. Thoughtfully designed to be entirely compatible with the rest of the range, builders can create a shining star or seamlessly integrate the light-up tile with existing collections to add exciting new elements to the experience.

Ravensburger

01869 363 830 | www.ravensburger.com

The award-winning GraviTrax marble run system from Ravensburger continues to expand in the second half of the year with new SkyTrax sets. The additions offer further opportunities to design and build thrilling marble runs thanks to new stacking towers, floating bridge canyons and high-speed slides. These innovative component introductions enable the construction of complex, towering structures packed with action, all within a small footprint.

One of the key sets in the new series is the SkyTrax Action Set: Medium, which includes over 120 components so players can get building straight out of the box. The set includes the Scoop and Hammer Action Elements to add showstopping tricks to builds. The SkyTrax Base Extension Set, meanwhile, includes 85 components to expand track creations.

A focus on compatibility means Gravitraxers can grow their collections and track builds however they choose. This open-ended approach adds to the variety of STEM benefits offered by the GraviTrax system, with children exploring cause and effect, problem-solving, magnetism and more as they experiment with their builds.

The ThinkFun brand also introduces new STEM learning possibilities with the recent introduction of ThinkFun Friends. Designed to offer logic and learning play to pre-schoolers from the age of three, and guided by a cast of friendly animal characters, the three products in the launch range inspire learning through fun, interactive games that progressively build kids’ skills.

STEM & Educational Toynamics UK & Ireland

01164 785 230 www.toynamics.com

sales@toynamics.co.uk

Toynamics UK & Ireland offers retailers a range of STEM & Educational toys for a variety of ages and price points. New to Toynamics this year is Labbox, an educational learning block system that introduces electronics and engineering through a hands-on, block-based system. Designed for kids aged eight and up, Labbox transforms the way children learn electronics by inviting them to create circuits in a way that doesn’t require any prior knowledge. What sets Labbox apart is the intelligence integrated within the blocks, which informs children where their mistakes are, empowering them to identify and learn from their errors. Alongside this, Labbox offers a collection of versatile blocks that children can mix and match in endless combinations. This design encourages kids to explore beyond the basics. Once they grasp how the blocks function, they're equipped to invent their own unique electronic projects.

Launching in Q3 this year are three new kits: Base Circuit Explorer, Boost Circuit Explorer and Pro Circuit Explorer kit. Each kit contains step-by-step lessons so children can build confidence and skills as progress through the sets.

Ideal for schools, the Circuit Explorer Lab Kit launched earlier this year. This all-encompassing kit, neatly stored in a durable carrying case, is a gateway into the world of electricity. With 95 components, including 31 electronic function blocks built around real-world concepts, this kit supports over 300 circuit experiments via its detailed student book. Kids progress through 21 guided projects, learning everything from series circuits to sensors.

Also available from Toynamics is the award-winning educational brand Beleduc, which offers a range of STEM and educational toys from puzzles to board games and magnetic boards, and Hape, which offers STEM toys across all age groups.

All Toynamics UK & Ireland brands and products benefit from full marketing support including shop-in-shop solutions.

Bandai UK

020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk

Continuing its long-term licensed partnership with one of the world’s most recognised and trusted science brands, Bandai UK’s National Geographic range offers a streamlined collection of affordable explorative and hands-on STEM kits. The core sub-£10 line includes the Dino Fossil and Gemstone Dig Kits, Crystal Garden and Crystal Labs, Build Your Own Volcano and a Cool Reactions Chemistry Kit. Mini Dig Kits and larger crystal, rocks, science, chemistry, and engineering sets have also been developed to provide engaging and educational projects for children aged eight and over.

This focused range introduces the opportunity to interact and experiment with real-life specimens while learning through hands-on edutainment. With 27% of all licensing proceeds going to the National Geographic Trust, manufacturer Blue Marble and Bandai are both committed to supporting work within the areas of science, exploration, conservation and education. Regular waves of new product launches ensure that the range remains fresh and exciting, while eco-friendly and impactful packaging displays each kit’s contents for immediate and informed consumer consideration.

The Original Sea Monkeys brand remains an evergreen staple within Bandai UK’s Educational Toys portfolio. Igniting a passion for and an interest in nature and the planet, children can hatch, grow and nurture their very own minuscule hybrid brine shrimp ‘pets’. Each of the themed tanks includes everything needed to hatch and grow Sea Monkeys. With its strong sales and year-round gifting appeal, the range offers value and affordability. Range heroes include sub-£10 lines such as the best-selling Ocean Zoo, which has everything required for children to grow and house their own Sea Monkeys, while the impulse-buy Mystery Eggs include refill contents to extend the Sea Monkeys journey.

Plannosaurus Dinosaur Model Kits combine the enjoyment of model assembly with a learning experience. Without the need for glue or scissors, the dinosaur parts clip together as children to learn about each species’ anatomy, from the skeleton through to the skin.

STEM & Educational

Science Museum Group

www.sciencemuseum.org.uk | www.funtimegifts.co.uk sales@funtimegifts.co.uk

The Science Museum Group continues to inspire the scientists of tomorrow with its latest launch, the Materials Science range, developed in collaboration with licensee Funtime Gifts. This hands-on, sensory collection dives into the science behind everyday materials, offering children the chance to explore key scientific principles and concepts including non-Newtonian fluids (whose viscosity changes under stress), chromism (a reversible change in the colours of a compound), gravity and polymers, all through fun, tactile play.

This new range goes beyond bright and vibrant visuals to communicate the science behind each toy. Each package is designed to explain and break down the STEM concepts at play, offering bite-sized scientific explanations in an accessible, child-friendly format. Whether it’s reversible colour change in the Chromism Slime or the elasticity of polymers in the Bouncy Ball kits, each product champions learning through play with science that’s easy to see and understand.

The full Materials Science product range will be available from mid-July and will include slimes, putties, crystal growing kits, slime kits and bouncy ball making kits, as well as a springy. Each product bears the trusted mark of quality assured by the Science Museum Group’s STEM badge for sciencebased products, guaranteeing that they will be both fun and educational and will engage children in learning through play.

The STEM badge, launched by the Science Museum Group last year, highlights toys that not only entertain but also educate. All STEM badge approved products have been developed in collaboration with the Science Museum Group’s licensing team, ensuring that products align with the educational values and scientific ethos of one of the UK’s most respected and authentic voices of science.

Brainstorm Toys

01200 445 113 | www.brainstormltd.co.uk sales@brainstormltd.co.uk

Brainstorm celebrate its 30th anniversary year with a raft of new, competitively priced science experiment sets offering great value for money. Available from August, the initial range includes the Dazzling Dig Kit, a 17+ piece set which features 12 real stones for geologists in the making to discover. Children can use the chisel to dig down, and the brush to clean the precious treasure. The Cool Chemistry kit features eight experiments involving chemical reactions and the magic of acid and alkali. This bumper set has over 42 pieces, making it a great option for science mad kids.

Create Crazy Bubbles combines the effervescent fun of bubbles with science skills and tricks, as kids discover if bubbles have colours and make bouncing bubbles of their own. There are nine bubble activities included. Fun with Slime includes a make-your-own slime kit that also teaches slime science. There are six slime activities to enjoy, including experiments into slime behaviour and glow-in-the-dark slime. Like most Brainstorm Toys’ products, each new set comes with a secret code to unlock fun educational facts online and an instruction manual and is bolstered by useful online tutorials.

Halftoys is an open-ended toy range that provides a multi-sensory experience and spans four themes including Dinosaurs, Forest, Savannah and Ocean Creatures. Each Halftoy 3D model has tactile, soft-hued skin with safe magnets seamlessly embedded into each half, allowing the figure to be opened and closed easily and revealing the skeleton puzzle within. As well as being highly collectible, kids can fidget and role-play with their Halftoys and display them too. The collection includes single Halftoy figures, picture books, diorama sets and large world sets. Halftoys are made from durable ABS plastic and are washable.

The Materials Science products will be stocked in Menkind and independent stores from late July, supported by coordinated marketing activity from Funtime. These early listings provide an ideal entry point for wider retail adoption ahead of the key back-to-school and gifting periods. The launch follows the success of Funtime’s earlier STEM badge product range, which includes the mini plasma ball and other light-based science products. The Materials Science range builds on the momentum with even greater interactivity and engagement. With science-backed packaging, strong educational value and competitive pricing, the Materials Science range is designed to stand out on shelves. Each toy provides hours of entertainment but also the opportunity for children to take a step into a journey of scientific discovery. The product range is an ideal choice for parents, educators and gift buyers looking for quality and fun in equal measure. Retailers interested in stocking the Materials Science range can order it now.

Visit sciencemuseumgroup.org.uk/brandlicensing for more information on Science Museum Group licensing and the STEM badge.

Designed in partnership with the birthplace of modern astronomy.

Incremental sales delivered by the World’s #1 telescope brand

Royal Observatory Greenwich

Firstscope Telescope

Easy to use

Gift volume driver

RRP £69.99

Royal Observatory Greenwich

StarSense Explorer Telescope

App-powered navigation

Kidult market

RRP £299.99

STEM & Educational Commotion

01732 225 821 | www.commotion.co.uk info@commotion.co.uk

With over 40 years of experience in supplying the education sector, Commotion has established itself as a trusted name in educational resources and toys for settings ranging from classrooms to nurseries. Best known for delivering quality, durability and purposeful design, Commotion’s in-house Tickit brand has become synonymous with hands-on learning tools that support core developmental skills across maths, science, language, sensory exploration and early years play. More than just toys with educational buzzwords tacked on as an afterthought, Tickit products are conceived from the ground up with learning in mind, crafted to engage children’s natural curiosity while meeting the demands of educators.

2025 sees Commotion adapting to changing markets while staying true to its roots. A significant step forward has been the introduction of new retailready packaging across its most popular Tickit lines. The updated packaging gives a clearer shelf presence and helps retailers communicate the educational value of the toys at a glance. While always present in the products themselves, it is now far easier for parents and gift-buyers to spot and appreciate the learning outcomes on offer. The result is a stronger crossover into the consumer space without compromising on the brand’s educational DNA.

Among the standout products in the Tickit offering are sensory-rich items such as the stainless steel Sensory Reflective Balls, the newly launched SiliSoft range of silicone toys for early educational development, Translucent Colour resources and Wooden Picture Blocks featuring clear detailed real photography. Each is designed to encourage open-ended exploration, tactile engagement, and early STEM concept development. The toys promote discovery-led learning, spatial awareness, sorting, sequencing and early scientific investigation in ways that are both accessible and enjoyable for young learners.

RRPs across the Tickit range reflect not only the brand’s high manufacturing standards and durability, but also the pedagogical design principles embedded in each product. Tickit toys are built for long-term use, with quality materials and finishes suited to group settings. This level of robustness is increasingly valued by parents in home play, particularly when educational merit is part of the equation.

Backed by decades of expertise, a steadfast commitment to child development and unwavering support for its trade partners and resellers, Commotion’s Tickit offering comprises educational toys that do what they say they will, are designed with care, tested in real-world educational environments and are now beautifully presented for retail shelves.

Trends UK

01295 768 078 | info@trendsuk.co.uk

Trends UK’s Learn with Peppa range brings the power of Peppa to early years development. There are three award-winning items in the line, which benefit from fresh packaging for autumn/winter.

Peppa’s Laugh & Learn Alphaphonics lets pre-schoolers practise phonics and spelling. Each letter on the Alphaphonics device is represented by a recognisable item or a character from the show. This item features seven different activities, along with fun sounds and music. Kids can also enjoy eight engaging activities with Count with Peppa. Peppa will ask the child to insert the play coins into her purse, requiring them to identify different numbers, colours and pictures. Peppa will recognise which coins have been inserted and respond accordingly. With the eight interactive Peppa’s Phonic Alphabet cubes, children will be introduced to letters and the sounds they make.

Within the Learning Blocks franchise, Trends UK has extended the on-screen Numberblocks, Alphablocks and Colourblocks fun with a range of educational lines. The company’s Numberblocks ELAs (electronic learning aids) will help children master key maths skills. The Numberblocks Mini Tablet is ideal for on-the-go lessons and comes programmed with four Numberblocks maths games. With this fun, low-priced line, children can familiarise themselves with addition, number comparison, sequencing and fine motor development. Numberblocks Number Fun and Numberblocks Clip & Learn Number Fun are also available.

The recently launched Alphablocks Character Playset provides an engaging, hands-on way for kids to master phonics and build reading confidence, with its 26 Alphablocks Characters and included activity book. New this season is the Alphablocks Jigword, a 26-piece alphabet puzzle that helps children develop early literacy skills. These new lines join existing favourites including the Alphablocks Mini Tablet, Alphablocks Word Builder and Alphablocks Matchums.

Colourblocks welcomes three brand-new items. Colourblocks Paint Sticks introduce kids to the world of colour with six character-shaped, mess-free paint sticks. Included in the Colourblocks Paint, Draw, Stamp & Sticker Set is everything children will need for hours of colour entertainment: Paint Sticks, a 24-page activity book, stencils, stampers and more. The range is rounded out with the Stamp, Colour and Paint Stick Fun Pack.

STEM & Educational

www.magnatiles.com | international@magnatiles.com

Kids are invited to step into the fast-paced world of urban design with the Magna-Tiles City Center 110-Piece Magnetic Construction Set. With its dynamic design and innovative pieces, the City Center set offers endless possibilities for young city planners and builders to bring their dream metropolis to life.

This robust 110-piece set includes road pieces, spiral staircases, balconies, fences and the unique microMags cubes, empowering children to add intricate details and personality to their cityscape. The innovative wheel axle and car chassis system allow kids to design custom vehicles, from fast sports cars to sturdy trucks, that bring movement and action to their magnetic city streets. Whether building upward with spiraling stairs or laying out intricate road networks, each element fuels imaginative exploration and storytelling.

The City Center set has earned STEAM Toy Accreditation, confirming its excellence in promoting Science, Technology, Engineering, Arts and Mathematics learning. Children learn core scientific concepts, such as magnetism and structural stability, as they experiment with tile connections and balance. Engineering skills develop as they design and build stable structures, explore cause-and-effect relationships and problem-solve in real time, and mathematical thinking is enhanced through shape recognition, spatial reasoning and measurements as they compare the sizes of their buildings and plan city layouts.

Beyond STEAM skills, the set encourages creative expression and collaborative play. This hands-on approach supports cognitive growth and strengthens fine motor skills, hand-eye coordination, and critical thinking. With its open-ended design, the City Center set ensures that each play session is unique, sparking endless new ideas and challenges.

The City Center set is thoughtfully designed to be accessible to children as young as three years old, making it an ideal addition to any learning environment or playroom. For retailers, this set offers strong marketing appeal thanks to the well-established Magna-Tiles brand reputation and the company’s proven commitment to educational value and safety. The set is constructed from food-grade, non-toxic MABS plastic, is free from BPAs, phthalates and latex, and has secure riveted magnets to ensure durability throughout countless hours of creative play. Compatible with all other Magna-Tiles sets, including the popular Metropolis and Downhill Duo collections, the City Center set invites limitless expansion and integration, creating even larger worlds for imaginative exploration. It also makes an appealing gift for young builders and aspiring architects, offering a unique blend of construction fun and educational enrichment.

Inside Out Toys

01908 969 969 | www.insideouttoys.co.uk | sales@insideouttoys.co.uk

Inside Out Toys launches Smartivity into the UK market with an exciting range of 20 innovative STEM kits, all designed to make learning through play irresistible for children aged six and up. These engaging, build-it-yourself kits are based on the core principles of Science, Technology, Engineering and Mathematics, helping children develop essential skills through hands-on exploration.

From engineering marvels and mechanical builds to interactive science experiments, Smartivity kits combine fun, education and sustainability in a single, giftable package. Each Smartivity set introduces children to scientific and engineering concepts such as motion, pressure, magnetism, hydraulics and optics, all without screens, glue or tools. Kids build real working models that deepen their understanding of how things work, while developing fine motor skills, patience and confidence.

Popular build kits include the Smartivity Mechanical Hand, Hydraulic Plane Launcher and Multi Builds: Hydraulics Kit. All encourage problem-solving and spatial awareness. Mechanical games such as Joystick Arcade Maze, Pinball and Foosball turn engineering into interactive fun, while kits such as Rocket Launcher, Mini Golf and Multi Sports blend play and learning in a creative way.

Smartivity’s science range taps into curiosity with kits that allow children to explore chemistry, geology and physics in a safe, mess-free format. The range includes: My First Science Kit, which is ideal for younger children exploring basic experiments; Magic of Science Kit, which features 20 engaging and surprising experiments; the Mega Science Kit, which is packed with 108 experiments including volcanoes, colour-changing reactions and more; and the Mega Crystal Earth Science Kit, which invites kids to explore geology and crystal growth in a hands-on way. The kits are designed to deliver real scientific outcomes through ageappropriate activities, making them ideal for both home and classroom environments.

Smartivity kits are made from sustainably sourced, laser-cut wood, for an eco-conscious product that’s both safe and durable. With no glue and no tools required, every kit is easy to assemble and play-ready, offering a rewarding building experience from start to finish.

The range offers great value across multiple price points. All 20 SKUs are gift-boxed, shelfready and supported by high-quality lifestyle photography, demo videos and point-of-sale assets. From toy shops and gift shops to garden centres and specialist educational retailers, Smartivity offers a fresh and future-focused product range for children aged 6–12.

Smartivity is now available exclusively through Inside Out Toys in the UK. With no case quantities, low minimum order values, quick and easy delivery and a portfolio of sustainable brands to choose from, readers are warmly invited to open an account.

LeapFrog Reading Range Teaches:

• Letters & Sounds Listening Skills

• Blended Letters into words

• Listening & Reading Comprehension

• Letter & Word Formation

STEM & Educational

Tomy

01392 281 927 | www.tomy.com

Fat Brain Toys, part of the Tomy family, is renowned for its range of educational toys, which support the development of fine motor skills, cognitive abilities and social skills.

The brand has recently launched Air Toobz, an innovative air-powered STEM toy. Kids can arrange the tubes and connectors in endless configurations, creating loops, swirls and pathways that defy gravity. They simply load the tubes with foam balls, switch on the turbine and let the experimentation take flight: every adjustment opens up a new realm of possibilities.

Air Toobz isn’t just a play experience, it’s an educational journey into the wonders of airflow, motion and creative problem-solving, offering a hands-on way for kids learn important STEM concepts without even realising it. While experimenting, they’ll also develop skills such as problem-solving, critical thinking and teamwork.

Little Brainies from Fat Brain Toys is an engaging educational range for babies aged 0-24 months. Designed to enhance early learning through interactive play, the range features colourful and tactile products that are educational, safe and durable, and promote versatile play.

Expanding the Little Brainies range for toddlers and pre-schoolers, PlayTab Essentials is ideal for on-the-go fun. This portable, tactile activity pad features silicone buttons, sliders and textures that encourage focus and calm through hands-on exploration. The built-in magnetic connections allow little ones to mix, match and snap tiles together, encouraging creativity, problem-solving and hands-on discovery. Made of durable, kid-safe materials and thoughtfully crafted to spark curiosity, PlayTab Essentials provides screen-free entertainment that’s both fun and developmentally beneficial.

Thames & Kosmos

01580 212 000 | www.thamesandkosmos.co.uk

Thames & Kosmos’ STEM toys cover a diverse range of disciplines including engineering, chemistry, the natural world, space, science and the environment, in a fun and captivating way.

Alongside timeless favourites such as the C2000 chemistry set, the company’s updated range of STEM products includes a new addition to the Wind Power series. Wind Power V5.0 builds on the foundations of version 4.0 with numerous improvements. Designed to help young learners grasp the principles of wind energy through hands-on experience, this impressive three-foot-tall model offers a striking practical demonstration of wind power in action.

Green Engineering: Clean Energy & Sustainable Living is a new STEM experiment kit from Thames & Kosmos that explores clean energy and sustainability. Aimed at young minds, it brings timely concepts to life in an engaging, interactive way. The kit’s large model features a solar panel, energy storage battery, water pump for climate control, light sensors, LEDs and a robotic lawn mower. The user can even grow a grass-covered roof, making it perfect for aspiring eco-engineers.

The new Thames & Kosmos Telescope has up to 100x magnification and will let young observers see the moon and our other celestial neighbours such as Mars, Saturn and Jupiter – plus distant stars - like never before. It includes everything future astronomers need to get started on their journey in space science and astronomy.

01235 555 545 | www.leapfrog.com | trade.sales@vtecheu.com

LeapFrog believes that reading is the foundation of learning and a crucial skill for lifelong development. To support parents in teaching their children to read, LeapFrog offers a carefully curated reading range designed by learning experts and endorsed by 96% of teachers. This range grows with the child, introducing essential skills such as phonics, sounds, word recognition and reading comprehension to guide them on their reading journey.

This year, LeapFrog launches its Everything Starts with Reading campaign, which celebrates each step of learning to read and will underpin the brand’s PR, media, retail and social strategy. The campaign kicks off with the debut of a new brand commercial spotlighting LeapFrog’s best-selling reading products. Each product introduces new literacy skills appropriate for each age, creating a developmental journey that grows alongside the child.

Included in the commercial is the best-selling Learning Friends 100 Words Book, where kids can discover vocabulary with the touch of a button in both English and French, as well as My 1st Phonics: Spin & Learn, Mr Pencil’s Scribble Write, and Read and LeapStart.

For autumn/winter 2025, LeapFrog unveils the latest brand-new products within its reading range: LeapStart Reading Buddies. A development within LeapFrog’s iconic LeapStart brand, kids require only the Reading Buddies special pen and plug-on character to interact with the LeapStart books and listen to brand-new audio stories on the go. The starter set includes the LeapStart pen, Tiger Reading Buddy, LeapStart Daily Routines Activity book and Sampler book. More reading buddies are available to collect, including favourite licensed characters from Gabby’s Dollhouse and Paw Patrol.

Reading Buddies characters provide adaptive content according to age and ability, catering for multiple subjects and skills whilst encouraging independent and interactive learning. LeapStart Reading Buddies will also benefit from its own media campaign.

• Age 8+ • MESH Accredited • Full marketing programme The spring-loaded logic game that sends cats ying!

STEM & Educational

Toynamics UK & Ireland

01164 785 230 | www.toynamics.com | sales@toynamics.co.uk

Toynamics UK & Ireland offers retailers a range of STEM & Educational toys for a variety of ages and price points. New to Toynamics this year is Labbox, an educational learning block system that introduces electronics and engineering through a hands-on, block-based system.

Designed for kids aged eight and up, Labbox transforms the way children learn electronics by inviting them to create circuits in a way that doesn’t require any prior knowledge. What sets Labbox apart is the intelligence integrated within the blocks, which informs children where their mistakes are, empowering them to identify and learn from their errors. Alongside this, Labbox offers a collection of versatile blocks that children can mix and match in endless combinations. This design encourages kids to explore beyond the basics. Once they grasp how the blocks function, they're equipped to invent their own unique electronic projects.

Launching in Q3 this year are three new kits: Base Circuit Explorer, Boost Circuit Explorer and Pro Circuit Explorer kit. Each kit contains step-by-step lessons so children can build confidence and skills as progress through the sets.

Ideal for schools, the Circuit Explorer Lab Kit launched earlier this year. This all-encompassing kit, neatly stored in a durable carrying case, is a gateway into the world of electricity. With 95 components, including 31 electronic function blocks built around real-world concepts, this kit supports over 300 circuit experiments via its detailed student book. Kids progress through 21 guided projects, learning everything from series circuits to sensors.

Also available from Toynamics is the award-winning educational brand Beleduc, which offers a range of STEM and educational toys from puzzles to board games and magnetic boards, and Hape, which offers STEM toys across all age groups.

All Toynamics UK & Ireland brands and products benefit from full marketing support including shop-in-shop solutions. Vivid

Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Designed for curious minds aged five and up, My Living World Kits encourage children to explore the natural world while developing key scientific skills by offering hands-on learning experiences that align with STEM principles.

The Ant World Kit introduces young learners to biology and behavioural science. Kids can collect their own ants and observe them as they build tunnels, communicate using pheromones and maintain their colony. This is a fascinating way to explore ecosystems, classification and animal behaviour in a safe, accessible environment. The Worm World Kit dives into soil science and decomposition. Children can watch worms mix coloured soil layers, feed them leaves, and learn about their essential role in breaking down organic matter.

The Window Bird Feeder combines observation with scientific recording, encouraging kids to monitor bird species, their feeding habits and seasonal changes. The included guide supports scientific enquiry and data collection. Each kit supports the National Curriculum at KS1 and KS2 levels, making them ideal for at-home learning and STEM enrichment.

University Games

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

The National Geographic How Things Work range of nine 3D Puzzles includes a Blast Off Rocket, Racing Car, Parachute Launcher, Aeroplane Launcher and Hydraulic Lift, as well as a Vacuum Cleaner, Monocular, Periscope and a Kaleidoscope. Each STEAM puzzle comes complete with an instruction booklet to help children understand the science behind the build.

Techno Gears construction kits encourage children to build their own toys whilst offering an early introduction to mechanical skills, science and engineering. The Techno Gears Dizzy Droid, Dino Bot and Crazy Train kits include 50+ construction pieces and a motor, resulting in a colourful Droid, Bot or Train that actually moves. The Learning Journey’s Techno Tiles construction range help kids learn about basic geometry, construction, engineering and architecture, whilst encouraging creative and build skills. The 240- piece Techno Tiles Base Set and the colourful Techno Tiles Unicorn and Off Road Racer are strong gifting options.

Purple Cow STEAM Science Tins support science, education and imagination. The Crazy Scientist Lab range includes a series of eight interactive science tins - Optical Illusions, Water Gel Science, Static Electricity, Glowing Science, Bubbles and Foam, and Crystal Craze - as well as Young Detective and Young Survivor kits.

•Ever y t hing needed in one box: t he kit, paint, glue and brush

•Designed wit h t he beginner in mind from t he outset

•Wide array of choice, modern supercars, classic cars, militar y vehicles and aircraf t

The per fect star t to an

amazing hobby!

No glue no pain just bui

•Tough enough to be a to or smar t enough to display!

•Complete wit h s tands, s t ickers and rolling w

Special Feature

Xplore Brands: a one-stop destination for licensed kids’ tech and youth electronics

In today’s dynamic toy and tech landscape, the fusion of entertainment, innovation and lifestyle is more important than ever - especially when it comes to products for kids. In this piece, Xplore Brands tells Toy World readers what sets it apart from its competitors and outlines the raft of licensed products it’s bringing to market this year.

XXplore Brands offers retailers a curated one-stop solution for licensed kids tech that ticks all the boxes: quality, trend-led design, brand recognition and tech functionality. “As the appetite for children’s technology continues to grow, Xplore Brands is leading the way by bringing together best-in-class suppliers, must-have licences and essential tech categories,” explains Ravi Mashru, CEO of Xplore Brands. “Whether it’s Bluetooth headphones, wireless speakers, karaoke microphones or interactive tech gadgets, we’re delivering a compelling, fully licensed range from some of the most trusted names in the business.”

Central to Xplore Brands’ offering are strategic collaborations with market-leading suppliers including OTL Technologies, Lazerbuilt, Quest Basics and Vivitar. Each partner brings specialist expertise and a track record of excellence in its field, helping Xplore Brands offer a cohesive, high-quality selection of products for retailers across Europe.

OTL Technologies is synonymous with licensed audio products. Its Bluetooth headphones are built with volume-limiting features for safe listening, durable kidproof designs and eye-catching branding, from Pokémon to Hello Kitty. Lazerbuilt, meanwhile, provides fun, innovative tech with a focus on play and accessibility. Its Squishmallow Plush Headphones and extended range of

(complete with stickers and playful elements), the brand makes capturing memories fun and affordable.

Together, these brands form a comprehensive collection that allows Xplore to deliver a seamless retail solution which Ravi says is “unified in quality and diversity, but tailored to appeal to individual market segments”.

When asked what sets Xplore Brands apart, Ravi highlights its unrivalled commitment to licensed properties. He adds: “Kids and families buy into stories, characters and fandoms, and Xplore ensures retailers are stocked with the most in-demand licenses of the moment. Our line-up reads like a who’s who of brand royalty.”

Xplore’s Minecraft range blends play and performance across everything from Creeper-themed headphones to pixelated karaoke mics, and the company’s Disney Lilo & Stitch portfolio offers Bluetooth speakers and microphones featuring colourful designs and sound features tailored for kids. Sanrio’s Hello Kitty has pastel-toned headphones and themed accessories, while Bluey inspires interactive, imaginative tech play products, from sing-along mics to bedtime-friendly speakers.

Xplore’s Pokémon products deliver play value, aesthetics and franchise appeal, and Paw Patrol remains a perennial hit with younger audiences. Sonic the Hedgehog adds retro fun and energy to any tech toys retail assortment, and rounding out the range is the global plush sensation Squishmallows. Xplore’s Squishmallows Bluetooth headphones and wireless speakers combine soft-touch textures, character charm and safe listening features that kids (and parents) love. This portfolio of in-demand licences ensures that every product offered by Xplore Brands isn’t just a functional piece of tech, but a piece of

Ravi tells us: “Whether you’re curating a feature aisle, planning a seasonal endcap, or designing an online tech boutique, our unified catalogue allows for easy mix-andmatch across styles and price points. For parents, the appeal is safe, tested, age-appropriate tech items designed with children in mind. Bluetooth connectivity means no tangled cords, volume limits mean peace of mind, and strong, durable construction means products are built to survive real-world use.” Xplore’s products are also highly giftable and collectible, with packaging that showcases the licences front and centre.

Looking ahead to Q4 and beyond, Xplore Brands is expanding its reach across European retail markets, rolling out additional licences and working closely with partners to align with key entertainment launches, seasonal campaigns and trend forecasts. Its offering remains fresh, relevant and retail-ready, whether a launch is a blockbuster movie tie-in, a TikTok trend, or celebrating a new game release. With plans to support retail partners with POS, FSDUs, digital marketing assets and influencer collaborations, Xplore Brands is positioning itself as more than just a distributor but a serious category driver.

“For retailers looking to level up their kid's tech offering, Xplore Brands is the perfect partner,” concludes Ravi.

“By bringing together top-tier tech, the biggest names in licensing and a proven retail strategy, we’re making it easier than ever to tap into the booming market for licensed kid's electronics. Whether in-store or online, Xplore Brands is where technology meets fandom - and sales follow.”

Company Profile

Introducing the kawaii Hamee goldmine

Established in 1997, Hamee has built a global reputation for its extensive range of kawaii collectibles, tech accessories and digital gadgets. From cute mystery capsule squishies to innovative digital instruments that have gone viral on social media, the company is on a mission to introduce Japanese and Korean trends to consumers worldwide.

While headquartered in Japan, Hamee has branches in Korea, Shanghai and the US. The company is set to expand further this year and launch its key brands into new territories. A European operation is currently being established, spearheaded by Chris Lohmeyer, former managing director at DKB Toys & Distribution, whose goal is to grow the presence of Hamee's market-leading products

in technology, accessories, toys, beauty and music across the continent and beyond.

Speaking on what drove his decision to join Hamee as European director, Chris tells us that the company’s ethos and innovative portfolio are two fundamental things that make it stand out as a business. “When I came across Hamee and its portfolio, I was immediately blown away by the unique qualities of the products on offer and recognised the potential they’d have in the European market; I thought to myself, ‘yeah, this will work’.

“Another key factor that drew me in was the company’s positive reputation in the market. Hamee is well-regarded by everyone, from its suppliers to the retailers that stock its products, which I find incredibly refreshing. We've received excellent feedback at various trade shows, with many people

As Japanese pop culture continues to influence global trends, Hamee is set to captivate consumers in the UK and Europe with its innovative range of kawaii and anime-inspired toys and accessories. Toy World’s Gabriela Jiménez García sits down with European director, Chris Lohmeyer, to discuss the company’s upcoming launch into the UK market.

approaching us to express how much they enjoy working with our team.

“I initially presented the company with the idea of opening a European division, and, after some discussions, we agreed to go ahead with extending the reach even further. Besides Europe, we intend to expand to other regions all around the world, with our eyes set on the Middle East and Australia as well.”

Hamee boasts four successful core brands: Otamatone, SquiSHU, Hamee Tech and iFace. Although each of these brands has gained popularity throughout Asia, the Otamatone range takes centre stage for offering something truly innovative and unique. Otamatone is a quirky and funto-play electronic musical toy, featuring a distinctive eightnote-shaped body with a sliding ribbon controller on its stem that controls pitch, together with a moving mouthpiece that can be squeezed to change the sound. The playful, off-key sound it generates brings as much laughter as it does fascination. Developed by the design firm Maywa Denki, it was first launched in Japan in 2009, quickly becoming the country’s best-selling musical toy and even receiving the Grand Prize in the High Target Toy Category at the Japan Toy Awards 2010.

“Beyond a simple toy, Otamatone provides musicians of all levels with a creative tool that enables them to master a skill,” says Chris. “Consumers have the option to purchase the Melody, Standard or Deluxe versions. While Melody includes pre-recorded sound, Standard and Deluxe enable users to create music, cover songs and improve their performance the more they use it, just like a real instrument. They can even plug the deluxe into an amp and form their own bands; the sky is the limit when it comes to this innovative product.” The popularity of Otamatone has continued to grow

Company Profile Hamee

internationally, especially following an extraordinary performance on Spain's Got Talent four years ago. During his audition, contestant Juanjo Monserrat covered the aria Nessun Dorma on the Otamatone. His performance, which has garnered over 9m views on YouTube, left the judges and the audience astounded, earning him the prestigious Golden Buzzer. Since then, the Otamatone has gained significant traction on social media, amassing half a billion views in four years on Hamee's official channels. There are even dedicated TikTok accounts for Otamatone musicians,

giant blow-up Otamatone that can be placed outside shops. I’m certain that once people start seeing Otamatones in stores, they’ll want to buy them.”

Introducing SquiSHU to the European retail sector will be another key focus for Chris in the coming months. The brand provides a wide variety of both proprietary and licensed kawaii squishy characters, ranging from pocketsized squishies in surprise capsules to jumbo huggable squish toys. With kawaii now a popular and enduring trend - and sensory toys dominating the pocket money toys and collectibles market - Chris is confident that SquiSHU’s range

company’s upcoming European launch strategy. “We’re proud to hold the Pusheen licence across a broad product range, including squishy sensory toys, fun accessories, and the ever-popular Otamatones,” he explains. “While Pusheen enjoys strong global recognition, there’s currently a limited selection of licensed toys available in the European market. That gap presents a fantastic opportunity for us to introduce a fresh and engaging collection that fans across the region have been waiting for.”

“SquiSHU is another excellent brand that we’re continuing

Hamee Tech and iFace are also important parts of Hamee’s

can offer, Chris tells us: “Hamee Tech and iFace bring a huge opportunity, not only around phone cases, but also phone charms, stickers, Nintendo Switch Grip Caps and other accessories that we believe will appeal to consumers

brands from around the world,

Friends, as well as Sanrio, Pusheen, Moomin, Naruto,

When discussing long-term goals for Hamee’s European division, Chris explains that his primary objective is to expand the European team and set up the European office. He details: “We have over 100 product lines ready for distribution, and interest has been steadily increasing over the last four months, so at some point soon we must expand our sales team first to ensure that these products reach the market.

“As we grow, we’ll also have our own design and marketing teams and create products in Europe that the whole world can use. We’re looking forward to recruiting new admin and finance support, and to many more opportunities to expand the brand in other regions around the world. The size of our team is going to be dictated by the growth that we see in Europe, and I predict it will be big.”

Other plans in the pipeline include the launch of Hamee Europe’s social media channels, including Instagram and X pages, and establishing a social media team to manage those platforms, ensuring that Hamee’s name is circulated as widely as possible.

As our interview draws to a close, I pose one final question to Chris: What will set Hamee Europe apart from its competitors? He explains that providing retailers with all the support they need is a top priority that will help the business stand out from the competition. "We’ll not only offer great products, but also outstanding communication and an excellent service. We’ll ensure that we consistently provide guidance to our clients through weekly newsletters, blogs, vlogs and social media posts, and utilise outlets such as Toy World to keep our company at the forefront of retailers’ minds.”

Feature

Autumn Fair Preview

Celebrating Autumn’s best

From first-time exhibitors to trend-led pavilions and immersive networking spaces, Autumn Fair 2025 returns to the NEC Birmingham from 7th–10th September with its most enriched and energising edition yet. Event director, Soraya Gadelrab, tells Toy World all about this year’s show.

Last year, the decision was made that Autumn Fair toy exhibitor stands would be mixed in with gift exhibitors on the show floor. What was the feedback like after the show?

The merge of Kids, Toys and Play exhibitors into the Gift edit has landed really well with exhibitors, who gave incredibly positive feedback on the number of new gift retailers they were seeing on their stands.

The new layout has brought a fresh, new feel to the show, allowing buyers to discover new products and suppliers amongst the stands that they would regularly visit to place orders. As a result, over 85% of children’s Gift exhibitors have rebooked. There’s been a flurry of new bookings in the last few weeks, as Autumn Fair is now the only show at this time of year for toy buyers.

It was announced that Autumn Fair will spotlight the power and profitability of licensing at this year’s event. Why is licensing important at retail (especially from a toy standpoint)?

Licensed products remain a resilient revenue driver in a challenging market. Retailers are looking for compelling brand stories and cross-category flexibility, and that’s exactly what many of our exhibitors will be showcasing this year. This is particularly strong in the toy sector with continuing growth and interest in big name licences such as Harry Potter, Marvel, Disney, Peter Rabbit, Paddington and Peppa Pig.

From a retailer and buyer perspective, licensed products come with built-in brand recognition which can boost sales and consumer trust, as well as helping to differentiate product offering. This is especially appealing to independent retailers looking to attract new business. Autumn Fair has joined forces with SaveTheHighStreet.org this year to launch Retail Makeover Mission. How does this initiative aim to revitalise independent retail and act as a catalyst for high street regeneration across the UK?

The Retail Makeover Mission is a timely answer to the UK’s retail crisis and will drive awareness of the challenges facing indies across the UK. This isn’t just about helping a few shops; it’s about showing what’s possible when the industry comes together to support real businesses. Spring and Autumn Fair have been a staple of independent retail buying for years and are here to help the Great British High Street take its next step.

The nationwide competition will offer two independent shop owners a chance to transform their business ahead of retail’s peak season with a transformation package worth over £10,000 - and support from the amazing task team of retail experts. The transformation will be brought to life at Autumn Fair and every retailer who enters will get a free retail health check via SaveTheHighStreet.org’s Thriver platform. The two winning retailers will have three months of premium access to the platform, giving them ongoing support and resources.

All entrants will receive expert-created toolkits offering practical resources and guides developed by the specialist task team, covering everything from visual merchandising to customer retention strategies. Buyers can also book in for exclusive 1-2-1 Expert Appointments at Autumn Fair, giving direct access to industry-leading advice tailored to specific needs.

What else is new at the show this year that visitors and exhibitors can look forward to?

Besides being the largest showcase of Home, Gift and Fashion products to be discovered all under one roof, there are a number of must-visit pavilions, features and seminars to explore.

The popular and growing New Business Pavilions offer a dedicated platform for first-time exhibitors and small businesses. Situated across the show’s Home, Gift and Fashion sectors, this is a discovery zone for buyers on the hunt for something fresh and original.

The Gift of the Year Showcase returns with its displays of the most prestigious products in gifting. Visitors should stop by and discover many of our toy exhibitors set to become the next best-sellers.

We know buying is everyone’s top priority, but staying ahead in today’s fast-moving retail world takes more than simply sourcing great products. That’s why Autumn Fair 2025 is introducing a new content programme: short, practical sessions packed with real-world strategies to help buy smarter, sell better and future-proof businesses.

From low-budget marketing ideas to next-gen trends and creating unmissable in-store experiences, it’s content that works around visitors’ time, not the other way around.

Retail Corner is a hub for industry icon trend talks, trend forecast presentations and practical sessions. The mini stage will facilitate a myriad of sessions, from merchandising masterclasses to Pitch Live competitions.

Buyers Retreat is off the show floor and exclusively for buyers to unwind and regroup. Buyers will also be able to take part in daily guided tours and Retailer Social Workshops providing a unique mix of creative ideas and problem-solving for buyers.

Pitch Live @ Autumn Fair allows exhibitors to take the stage with their most innovative products, pitching to an esteemed panel of judges and a curious retail audience. The finalists will have the opportunity to enhance their brands awareness, gain invaluable feedback and possibly get a new listing.

All buyers also benefit from a buyer’s benefit package saving over £30 per day which includes free parking, complimentary tea, coffee and water and subsidised cloakrooms (£1 per item).

How can first time visitors make the most of their time at Autumn Fair?

Plan ahead. Firstly, get yourself registered via the Autumn Fair website (www.autumnfair.com) to secure your free ticket to the show. Once you are signed up, you will receive regular emails direct to keep you updated on the show and to help you plan your trip.

The website is packed full of information and helpful tips. First time visitors should plan their visit by making a list of key brands and products that they want to see. Check out the Exhibitor List and explore by Product Trails – whether you are looking for products that are kind to the planet, want to discover products made in the UK or licensed products, the dedicated trails are designed to help you find what you’re looking for faster.

We’ve also created a host of added-value perks designed to elevate your experience and add value for buyers.

Renowned for its accessibility and buyer benefits, Autumn Fair is offering exclusive travel, accommodation and onsite hospitality benefits that make attending the show easier, more affordable and more rewarding than ever. Check out discounts with Avanti, Hilton and much more at www.autumnfair.com/attendee-benefits

Autumn Fair

Cheatwell

023 9252 4098

www.cheatwell.com

sales@cheatwell.com

Stand 20A42

Cheatwell’s top tuneguessing game, Spot The Intro, will be joined by two new editions this year – Spot The Intro 80s and Spot The Intro 90s. Making use of players’ preferred music streaming providers, Spot The Intro challenges them to name tip-of-the-tongue tunes from just a snippet of a song. Whether dancing to Duran Duran or singing along with the Spice Girls, these two new titles are guaranteed to get feet tapping and raise a smile.

In To Do or To Don’t, the goal is to be the first player to clear their To Do list, but there’s a twist – some of those tasks might be fibs. Players roll the die, reveal tasks and use the best bluffing skills to get ahead. To Do or To Don’t is the ultimate party game of who has, who hasn’t and who’s spinning the best yarns.

This, That & Everything is fast-paced, easy to learn and crowd-pleasing. In this rapid-fire game, players race to describe a wide variety of famous people, things and places for their teammates to guess – in less than 30 seconds. Brand-new card game, Karate Grannies, sees players collect Granny’s favourite items – Knitting, Slippers, Teapots, Flowers and Cookies – by outsmarting their opponents or unleashing the power of the Karate Granny. Meanwhile, Lambada is a classic card game with stacks of Latin flair. Players outsmart their friends as they strategically play letter cards onto the word Lambada whilst avoiding the tricky forbidden colour. Each turn demands skill and careful planning as they navigate shifting colours and dodge penalties.

Cheatwell offers a wide range of quiz and trivia games, covering many popular categories. New this year are Horror, Movie and Christmas Trivia editions. Complementing the everpopular Top Trivia Ultimate – 5,000 trivia questions on a wealth of general knowledge topics – the new Decades Edition will cover the fads, fashion and facts from the 1960s to the 2010s. Pub Quiz Local Editions are standalone, pint-sized quiz challenges that have been a top line since launch last year. Red Lion, The Crown, White Hart and Kings Arms editions are joined by The Ship and The Star for 2025. Each title in Cheatwell’s IQ Buster Card Collection is a great mental workout. With everything from logic puzzles to number crunchers, packs are available in solids or in a display of 24 units.

The arrival of the extensive Cobble Hill range has been a formidable addition to the Cheatwell portfolio of puzzles. The quality of each jigsaw cannot be questioned, with eye-catching images, blue-board puzzle pieces and sturdy puzzles boxes with linen print finishes. Additional images are being launched for 2025, bringing the range up to over 180 styles covering every interest. Roll-away mats, sorting trays, glues and other puzzle paraphernalia are also available. Six new images have also been added to the popular World’s Smallest Jigsaws rangeeach puzzle comprises 1,000 pieces but is just A3 in size.

For further information regarding Cheatwell’s range of games and puzzles, get in touch via the details above.

Blokees

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

Stand 6L51 (The Left-Field Group)

Blokees will be attending Autumn Fair this year and can be found on The Left-Field Group’s stand. With its focus on the global mission of “Pass on the Fun of Building”, Blokees firmly believes in the power of building to inspire unlimited creativity through powerful licences and brands, such as Hasbro, Disney, Pokémon, Transformers, Hello Kitty, Minions and Naruto, with a major emphasis on collectability.

Blokees’ Model Kits are dedicated and specialise in creating highly detailed, licensed, fully articulated, construction led, snap-fix, model kit character toys with different sizes suitable for all age groups. With its products ranging from £2.99 to £39.99, Blokees offers very affordable pricing with great value for money, satisfying both the Kidult, toy and collector markets. Across Blokees’ Transformers range, there are five different collectible versions – Defender Version at 5.5cm, Galaxy Version at 10cm, Shining Version at 10cm with light feature, Classic Class at 13cm with light up eyes and chest and Action Edition at 18cm comprising magnetic light up feature and around 200 pieces to construct. Each version has regular wave introductions to keep the collectability high and newness on shelf to deliver strong retail sales.

Blokees’ new “pre-Cool” segment creates simpler characters with larger parts for smaller hands. The first ranges – Sesame Street and Minions – are aimed at pre-schoolers aged three and up, cementing the company’s belief that building is for everyone. Sesame Street offers pure nostalgic indulgence with iconic characters Elmo, Cookie Monster, Big Bird and Abby. Soon to join them are Oscar, Bert, Ernie and Count von Count featuring the new muppetry feature. The Minions Jelly Factory series launched earlier this year featuring Bob, Kevin, Otto and Stuart, and fans can look-out for the Minions Mokoo series featuring King Bob, Knight Dave, Caveman Kevin, Soldier Stuart, Golf Tim and Maid Phil. New anime licences Naruto, Miku and Evangelion will launch soon, with more licences to be announced. There will be more Blokees product releases throughout the year, as the company continues to build brands as well as maintain its strong sales record.

Autumn Fair Brainstorm

01200 445 113 | www.brainstormltd.co.uk sales@brainstormltd.co.uk

Stand 6K35

Brainstorm is set to return to Autumn Fair and will be exhibiting during its 30th anniversary year.

The Brainstorm toys range extends to include four STEM based science experiment kits. The bumper value kits are available at competitive price points and have been designed to inspire science-based learning through play.

The Dazzling Dig Kit is a 17+ piece set which features 12 real stones for wannabe geologists to discover. There’s also a Cool Chemistry kit that has eight experiments that involve chemical reactions and the magic of acid and alkali. The mega set has over 42 pieces and is ideal for science mad kids.

Create Crazy Bubbles combines the fun of bubbles with science skills and tricks with nine bubble activities. Fun with Slime features a make-your-own slime kit that teaches about slime science with six activities including slime behaviour and glow-in-the-dark slime. Each set comes with a secret code to unlock educational facts and tutorials online.

Freak Marbles offer a unique twist on the traditional game with an added collectability factor. Already established as a collectible craze 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 initial characters to collect along with rare and a super-rare Freak Marble.

Water Art was extremely popular when launched in 2024 and this year the collection has been added to with the Water Art 10 Pack Sticker Set. Children can use the ceramic spoon to draw on and simply dip into water and watch the image float away, then place sticker paper onto the image and remove it. Once dry, it can be cut out and turned into stickers.

The eco-friendly Eugy phenomenon continues and new 3D models for 2025 include Emperor Penguin, Kingfisher, Beaver, Camel, Rooster and Thorny Devil. These new additions take the total number of Eugy available to over 100. Bespoke POS and event packs are available to support merchandising and promotion in-store.

Winning Moves

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

Stand 20A43

Winning Moves is gearing up for Autumn Fair with a fresh range of games set to spark attention across the board, with something for every kind of player, from puzzle-loving kids to football superfans and Stranger Things enthusiasts. Retailers can expect a powerful mix of new formats, fan-favourite licences and exclusive show deals.

A standout at this year’s show will be Top Trumps Goddit – an entirely new IP from Winning Moves and a major launch for autumn. Inspired by the much-loved kids’ puzzle books, Goddit combines brain-teasing fun with Top Trumps gameplay in an original and engaging way. Each deck includes 55 cards and five different mini-games, offering endless replay value for solo players or family game nights.

Launching in three variations – Goddit Origins, Goddit Stitch and Goddit World Football Stars – the range offers broad appeal across age groups and interests. Goddit promises to be one of the company’s most exciting product launches of the year, with significant marketing support planned including digital campaigns, PR outreach and influencer activations in Q3 and Q4.

With the final season of Stranger Things set to dominate screens and social media, Winning Moves is riding the wave of excitement with a full range of licensed games that tap into the retro-horror nostalgia fans love. From the newly launched Stranger Things Top Trumps Limited Editions to immersive tabletop favourites like Stranger Things Cluedo and Stranger Things Risk, the brand’s appeal cuts across generations.

Also available is Stranger Things Top Trumps Quiz and the collectible Stranger Things Top Trumps Tin, offering unique gifting solutions and powerful shelf presence. With continued fandom buzz and targeted social media campaigns ramping up from September, these games are forecast to be top sellers heading into peak season.

In the run-up to next year’s World Cup, Winning Moves’ World Football Stars line-up will welcome major new additions this autumn, including a World Football Stars pack of Waddingtons Playing Cards, Whot! and Guess Who: World Football Stars, which introduces a new gameplay twist: classic Guess Who mechanics combined with Top Trumps-style ratings.

The full World Football Stars Top Trumps range and Top Trumps Quiz will be on show – all positioned to capitalise on football mania as tournament hype begins to build. A targeted football marketing push will roll out across the autumn, including POS support, social influencer content and Football Foundation partnerships.

Retailers visiting Winning Moves at Autumn Fair will enjoy exclusive show deals, making it the perfect time to stock up ahead of the crucial Q4 period. Orders over £500 receive a 5% discount, while those over £1000 get an impressive 10% off – ideal for buyers looking to take advantage of what promises to be a blockbuster season for games.

Autumn Fair

University Games

0207 254 0100 | www.university-games.co.uk Stand 6L40-M41

The University Games and Lagoon stand at Autumn Fair this year will have an extensive catalogue of bestselling games, puzzles, toys and gifts on display for the whole family.

A brand-new series of the TV classic Bullseye will air this year, and the new award-winning University Games’ Bullseye Board Game, that is proving a huge hit, will ensure players at home can also have a ‘super, smashing, great time’. The game features a dartboard with magnetic darts and hundreds of challenging questions across the classic TV show categories. Also available is the Bullseye Mini Dice Game, which can be played on its own or as an add-on to the main game—ideal for family fun at home or on the go.

A new addition for competitive board game enthusiasts is Buying Time, a fast-paced, strategic party game combining risk-taking with verbal and acting challenges. Players must buy enough time to answer all the card questions and win money. Suitable for 4-10 players, it is a great choice for a fun-packed game night.

Keel Toys

01233 506 363 | www.keeltoys.com sales@keeltoys.com

Stand 7G44-J45

Visitors to Autumn Fair are invited to preview and order more than 100 brand-new lines for the latter part of 2025 and into 2026 from Keel Toys. Among them is the evolved Keeleco Wild, Puppy and Kitty Love collections. These have been reimagined in the finest, softest recycled fabrics with embroidered detailing and an FSC certified iconic logo tag offering sustainable appeal with a premium finish.

Other fresh launches from Keel include its comprehensive collection of bag charms, ready-for-retail displays like the Farmers Market floor stands of the best-selling Snackies ranges, collectible plant and flower Bobballs and the Bakery range of patisserie-style characters.

Launching this September, Keel’s brand-new eCommerce platform puts everything retailers need at their fingertips, anytime, anywhere, 24/7. They can now access real time, live stock availability, full order and invoicing history, downloadable product assets and smart search tools, all designed to make sourcing simple, fast and stress-free.

Visitors to the Keel Toys stand at Autumn Fair can demo and sign up for the new eCommerce platform, see the company’s full product range and discover what’s possible when their shelves are supported by a supplier that’s ready, responsive and built around how businesses work. The Keel Toys team will be ready to welcome retailers and help create a great end to 2025.

The extensive Learning Journey range offers over 50 educational toys and games for children aged from three months to 12 years, including sensory and electronic pre-school toys, from the Crawl about Butterfly and Crawl about Bee, to the best-selling Match It! range of educational games. New arrivals include an engaging series of Lift and Learn Puzzles and Sort and Learn Magnetic Puzzles, designed to teach numbers, colours and shapes through exciting play patterns. All puzzles are created using recycled paper and soy-based inks, supporting sustainability.

The new National Geographic How Things Work range has been designed with creative play in mind. These 3D puzzles use card and other materials to create a ‘build and play’ range of STEAM science toys. The nine-line range includes a Periscope, Monocular, Hydraulic Lift, Racing Car, Blast Off Rocket and Parachute Launcher, all with an instruction booklet that outlines fun facts about the unique build, to help children understand How Things Work.

A new addition to University Games’ best-selling Roald Dahl range; Matilda: The Extraordinary Challenges Board Game, combining mental and physical challenges as players race to collect books before Miss Trunchbull catches them. The new Swashboggling Story Telling Dice Game and the Roald Dahl Find It Fast game are also providing even more imaginative fun. Dog Man continues to delight fans following the recent animated movie release. The latest addition, Dog Man Big Jim Begins, joins best-selling board games Attack of the Fleas and Twenty Thousand Fleas Under the Sea.

A standout new release in University Games' 3D puzzle range is the floral-themed collection featuring Carnation, Rose and Sunflower Bouquets. These immersive puzzles assemble with no need for scissors or glue, to create a beautiful bouquet of flowers, ideal as a unique alternative 2-in-1 gift for Valentine’s Day, birthdays or special occasion flowers. Lagoon’s extensive range of seasonal games and gifts will also be on display, including festive CDUs of Christmas TableTop Games. Games including like Oh What Fun, Cryptic Christmas and Down the Chimney promise light-hearted Christmas entertainment for all ages.

Allegedly

We have had to rework our mailing list recently, after our international mailing house suspended deliveries to Israel due to the current situation rendering it unsafe. We work with numerous Israeli companies, and I can’t imagine what it must be like for them to carry on with their day-to-day operations with everything going on in the background – and the same is true for Iranian businesses. I gave a talk to a class of Iranian toy design students a few years ago after their professor, who follows me on LinkedIn, asked if I could share some of my toy wisdom and experience. They were a lovely, inquisitive bunch of kids. And of course, it’s important not to forget about Ukraine-based toy and licensing companies. We ran a story on Licensing.biz recently about two Ukraine licensing companies merging, and I have to profess my complete admiration for people keeping going in such extraordinary circumstances. My thoughts with all the toy companies and retailers around the world in danger zones – may the governments come to their senses very soon and stop all the craziness. I know here in the UK we like to moan how tough it is at retail, how people won’t take or return calls or respond to emails, or how intransigent some partners can be when it comes to negotiating. But compared to what some people are going through, it puts it all into perspective. I still get cross when people take 120 days to pay us, but I appreciate it could be much, much worse…

Some interesting news about the TRA’s DreamToys event was shared by Geoff Sheffield at the recent BTHA Industry Day. DreamToys will be undergoing a major format change this year, with the number of toys featured on the list being reduced to 15, and a brand new strategy to showcase the winners in the form of a week-long open house – built to look like a toy shop – in the West End, rather than the traditional ‘room for a morning’ approach. More details, including the date and venue location, when we have them, but it’s good to see a bit of a shake-up, which I think many people felt was needed to keep things fresh…

We’re also seeing a change in the approach to hybrid working within retail circles. In the past few weeks alone, there have been reports that head office staff at John Lewis, Asda, Ikea and Ocado are cutting ‘WFH’ days, while Morrisons staff have been told to return to the office full time. Now I know that not everyone will agree with this, and I appreciate that this is a very complex issue, but… good. Some roles are suitable for hybrid working, and perhaps it suits some businesses – but equally, I don’t believe it suits every role and every company. There has been a rather zealous commentary in certain quarters that if you don’t subscribe to the ‘everyone should be entitled to WFH’ theory, then you are somehow a dinosaur who is completely out of touch. But over the past few years, I have spoken to many senior people at the top of major retailers and toy companies who share my reservations about WFH and the impact it can have on internal culture and operational efficiency. I have long wondered whether we would start to see a return to a more traditional office routine at some stage (after all, it’s been five years since the Pandemic…), and I am encouraged to see some major retailers moving in that direction. I am pretty certain that most toy salespeople will be delighted to see buying teams spending more time in their offices – and hopefully some buyers will be open to setting up more frequent meetings with their customers going forward…

The WHSmith sale has finally been completed, although the retailer had to slash £12m off the price at the last minute to push the deal through. That’s a 20% reduction on the original figure laid down in March – quite the renegotiation by Modella, but I guess WHSmith had little choice but to accept the lower figure. At least now everyone can move on, and we get to see what Modella can do with the renamed TG Jones chain. Will it still include Toys R Us concessions, or has the recent upheaval at Toys R Us Australia scuppered that plan? Can a new owner rejuvenate a chain of stores that has long been struggling to find its identity and carve out a place for itself in the current retail landscape? Watch this space…

Many specialist retailers are having to look at their own product mix after being delisted as Jellycat ‘official’ suppliers in recent weeks. The email sent to those unfortunate retailers has been doing the rounds, and it has been widely criticized for its apparent lack of empathy and ungratefulness. One retailer took to Instagram with a very funny response, which is well worth seeking out. Erica from Pippin (@pippingifts) perfectly nailed the pomposity and arrogance of Smellycat’s communication, and I am sure many will sympathise with the retailer’s perspective. If you do play it in the office, perhaps turn the sound down if you work with colleagues of a sensitive disposition, as the soundtrack is perfect, just a little… colourful. In reality, I can see both sides of the argument. Pippin points out just how bad Smellycat’s customer service has been for a while, so reducing the number of accounts it attempts to service does make sense in that context. Maybe it just couldn’t handle the ‘monster’ that the brand had grown into? The Independent also ran an article recently which focused on the growth of shoplifting incidents directly related to Smellycat, suggesting that the brand is being “targeted by criminal gangs.” Forget drugs and guns, it seems that plush fish and chips wars will be the subject of the next Guy Ritchie movie. All joking aside, I suspect most retailers would understand that if a supplier doesn’t want to work with you, it’s best to accept that and find other suppliers that value your business. Sure, losing sales and disappointing your loyal customers is the last thing any retailer needs: but if Smellycat has been such a nightmare to deal with (as so many retailers have suggested), maybe it’s time to move on…

I attended a very enjoyable Hasbro Partner Day at Battersea Power Station recently (other licensors take note – we don’t bite, we’re partners too and it’s hugely beneficial for us to be part of the conversation). There is plenty going on across the Hasbro portfolio, but undoubtedly it’s Peppa Pig which is stealing the headlines right now. The introduction of Baby Evie was a masterstroke – it has reignited passion for the brand with consumers at just the right time (I saw how my granddaughter reacted when she met Evie at the opening of the new Character. com shop in Watford last weekend – she hugged her tight and wouldn’t let go). Hasbro’s Peppa product range is also the best it has been in a long while; price points and play value are right back where they need to be, and I gather the new Evie lines have been flying out, with very large retailers admitting they’ve massively under-called the numbers. There are more interesting plotline developments to come next year (all under embargo sadly), so without a doubt, Peppa is well and truly back – which is great news for Hasbro and its partners.