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.