Toy World Magazine December 2025

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John Baulch - @Baulchtweet

from thepublisher

IIt has been a truly momentous month here at Alakat Publishing – after 14 years of publishing Toy World, we’re delighted to announce that we have concluded a deal to sell the business to Lewis Business Media. The deal is one that we have been working on for a considerable while, with the aim of ‘future proofing’ the business so that at some stage in the future, Anita and I can gradually start to step back while ensuring Toy World is in the best possible hands.

I want to reassure everyone that it is very much ‘business as usual’ for the foreseeable future. Anita and I are going not going anywhere – we will be working closely with new owner Simon Lewis and all of our existing team to ensure a smooth transition and handover, and to make sure that Toy World remains the essential read it is now.

Toy World has been the number one toy magazine ever since we launched, and that isn’t going to change. Indeed, one of our main aims when looking for a partner to take the business forward was to find a team whose values aligned with ours, and whose approach to trade publishing would ensure that the magazine we created in 2011 will continue to go from strength to strength. We wanted to make sure that the Toy World legacy lives on well beyond our tenure, and for the team here to have security for the future.

After a long process, we are confident that we have found the perfect partner to deliver our goals. The new owner – Simon Lewis – heads up a successful familyowned B2B publishing company, Lewis Business Media. His father has a long history in the publishing sector, including a stint as publisher of The Grocer. Simon already has toy connections, being a good friend of Indie retailer Stephen Hartfield at Kids Stuff. Fascinatingly, there is also a connection with Anita’s family and Simon’s parents which goes back decades to when they lived close to each other in Preston. On so many levels, it just feels like a partnership that was meant to happen.

So, we’re delighted to have concluded the deal and look forward to continuing to bring you the best toy magazine and website for many years to come – and, of course, the Blog will still be coming your way every Friday. I have loved working in the toy industry for the past 45 years – and I am delighted that I will continue to be involved. Truly the best of both worlds, and we’re hugely grateful for all the support the toy community has shown us over the years.

After we announced the sale, my phone didn’t stop pinging for days with lovely messages from industry friends and colleagues. I have kept them all: one day, when I am old(er) and (even) grey(er), I will look back on them with a sense of immense pride. Many people don’t ever get to hear what people really think about their business – but over the past few weeks, we had that privilege. Thank you all.

I am immensely grateful for everyone who has supported us on our journey – and for everyone who will continue to support us moving forward. We’ll still be around for a long time to come, so the journey continues. And the fact that so many people have said how happy they were that we’ll still be involved convinces us that we’ve done the right thing.

But there’s been no time to sit back and relax: for the past few weeks, we’ve been concentrating on finalising this edition – the final issue of 2026 – and starting work on our bumper January Toy Fair preview issue. This month, we’re delighted to bring you a sneak peek at some of the new ranges which will be launching in Nuremberg – there will be even more to see in the Nuremberg preview supplement which will accompany the January edition. We also talk to John Leisure as the company is poised to celebrate its centenary anniversary; catch up with Toytown’s Andrew Addley ahead of the allimportant festive period and bring you all the latest news as the toy community enters the most important trading month of the year.

The run-up to this year’s festive season has been encouraging, with Circana reporting UK toy sales increasing at +6% so far this year (up to October). However, we all know that the next month can make a huge difference to the final numbers, so I wish you all the very best for the final push.

On behalf of the entire Toy World team, all that remains is for me to wish you all a fantastic final few weeks’ trading, a very Happy Christmas and a peaceful and prosperous New Year. We’ll be back in the first few days of January with ‘the big one’ – as ever, keep small pets and children away from the letterbox when it arrives. It will certainly keep you busy early in the New Year, as we round up all of the very best new ranges which will be on view in London and Nuremberg at the end of January and look ahead to another eventful year in the world of toys.

BTHA investigation highlights online sales of dangerous toys

A British Toy & Hobby Association (BTHA) investigation has found that 90% of the toys it purchased through major online marketplaces failed to meet the robust toy safety requirements in the UK – posing a danger to children.

The trade association first raised concerns of unsafe toys being sold through online marketplaces seven years ago in 2018. Evidence has been sought on an annual basis as part of the association’s campaign calling on the UK government to introduce legislation for online marketplaces to prevent the sale of unsafe toys. More than 700 toys have been purchased and tested during this time.

The latest investigation assessed toys bought from seven popular online marketplaces: AliExpress, Amazon, eBay, Shein, Temu, TikTok Shop and Wish. 81% of the toys failed testing to a safety standard making them unsafe, while a further 9% failed on legal labelling requirements. The safety concerns in these toys include small parts in toys targeted at children under three, which, if swallowed, can cause choking; easy access to coin batteries that, if swallowed, can burn a hole in the food pipe causing internal bleeding in some instances which can be fatal; and toys with sharp points and wires protruding which can puncture skin and eyes.

According to data and estimates from sources available to the BTHA, at least 15% of toys bought in the UK are now from an online marketplace third-party seller, a channel that is growing. While traditional retail models have safety obligations under existing laws, online marketplaces are still not responsible for the safety of toys sold by their third-party sellers, meaning it is too easy for these sellers to get away with bypassing standards designed to keep children safe.

Following many years of campaigning to legislate online marketplaces, earlier this year, the government passed a new law on product safety; a move welcomed by the BTHA, which is now calling on the government to introduce secondary legislation to put a legal requirement on online marketplaces to ensure that all products sold through its platform is safe, supported by strong enforcement and penalties.

Kerri Atherton, head of Public Affairs at the BTHA, said: “It is concerning to still see high levels of unsafe toys available despite many years reporting failures and the online marketplaces publishing that they are acting on the findings. It is critical that the government acts without delay to use its new powers to properly hold online marketplaces to account and ensure that all businesses selling in the UK are held to the same standards.”

KandyToys inks distribution agreement with PMI

KandyToys (KTL) has announced a new distribution agreement with PMI, bringing an exciting wave of blind box collectibles to the UK market. The partnership unites some of the best-performing names in

DKB announces new partnership with 3D Studio Gifts

DKB has announced a new strategic partnership with 3D Studio Gifts, one of the UK’s most innovative 3D-printing and gifting companies. This collaboration marks an exciting step in expanding DKB’s fast-growing portfolio of impulse and collectible toy ranges, bringing fresh energy and a standout new product to the UK and international market.

3D Studio Gifts, a family-owned business based in Lancashire, operates one of the UK’s largest commercial 3D-printing facilities.

DKB has launched a partnership with Jigglets, a new collectible concept already making waves in the independent retail sector. These highly detailed, fully articulated miniature characters are designed to be both fun and affordable, positioning Jigglets as the next big collectible craze. With thousands of variations and styles available, the product taps into current consumer demand for pocket-money collectibles and characterbased play. The launch range features multiple themed SKU assortments that invite children to explore different worlds of imagination, including Dive Deep, Down on the Farm and Stomping into the Jurassic. Each theme offers a strong visual identity and instant collectability, encouraging repeat purchases and trading among young fans.

Jigglets are supplied in a compact retail-ready countertop display, featuring 170 cute and kawaii characters, making them ideal for high-footfall store locations. The colourful, eye-catching presentation and attractive price point drive strong impulse purchase behaviour, ideal for gift stores, toy retailers, garden centres, visitor attractions and convenience-led environments.

“We are over the moon with this new partnership,” said James Luff, Sales director at DKB. “The creativity at 3D Studio Gifts is exceptional, and the sales we’re already seeing in the independent market are fantastic. It’s hugely exciting to drive this brand into more hands.”

Retailers interested in stocking Jigglets are encouraged to contact DKB’s sales team for pricing and ordering information. For enquiries, please get in touch with Edel Siddle at  edel.siddle@dkbtoys.com

Basic Fun! to distribute Fashion Angels in UK

Basic Fun! UK has been appointed as the exclusive distributor for Fashion Angels across the UK and European markets. The relaunch and portfolio rollout will be introduced to trade audiences at both the London Toy Fair and Spielwarenmesse in Nuremberg. Founded in 1996, Fashion Angels is recognised for its tweenoriented craft, DIY beauty, jewellery-making, stationery and creative portfolio products. With Basic Fun! UK now leading distribution in these territories, the brand is well placed to regain momentum and extend its reach. Tim Ives, vice president, UK and EU DTR, Basic Fun! UK, said: “We are delighted to be relaunching Fashion Angels in the UK and EU. It’s a brand with a rich heritage and a clear reputation for innovation and on-trend, fashion-forward products. With our strong distribution network we’re confident we can drive growth and renewed excitement at retail.”

The new line offers a mix of on-trend creative kits, from DIY beauty and jewellery-making to premium Luxe Life projects, alongside the brand’s sketch portfolios and sticker ranges. Designed to tap into the latest tween trends, products combine fashion-forward styling with accessible price points, ensuring wide appeal across multiple retail channels.

Holly Lackey, director of Marketing & Licensing UK & EU, Basic Fun! UK, commented: “Fashion Angels champions creativity and self-expression, values that resonate strongly with today’s tweens. This relaunch presents an exciting opportunity to reintroduce the brand with fresh, innovative products, and we look forward to supporting it through impactful marketing and strong retail partnerships.”

For more information, contact UK sales by emailing BFUK@basicfun.com or calling 0118 925 3270.

Bruder strengthens UK distribution strategy

Bruder has announced a strategic shift in its UK distribution approach, reinforcing both online and traditional retail channels through partnerships with Robbie Toys and Alpha Toys.

From 1st January 2026, Robbie Toys will become the exclusive online distributor for all Bruder products in the UK. With experience across eCommerce platforms, system integrations, real-time stock management and inhouse logistics capabilities, Robbie Toys is ideally positioned to aid Bruder’s online presence.

While Robbie Toys supports Bruder’s online growth, Alpha Toys will remain the key partner for servicing the traditional bricks & mortar toy trade, offering support to physical retailers and fostering long-term relationships within the sector. This dual-channel approach will ensure that Bruder toys remain accessible across all retail platforms, both online and instore, delivering convenience, consistency and service to customers nationwide.

Together, Alpha Toys and Robbie Toys will represent a united front in delivering market coverage for the Bruder brand in the UK — bridging traditional and online retail channels.

Bruder’s updated UK distribution strategy will be highlighted at the London Toy Fair 2026, where both Alpha Toys and Robbie Toys will be in attendance. Robbie Toys will introduce its new role as Bruder’s exclusive online distributor and explore opportunities with online retail partners. Visitors can find Robbie Toys on the Upper Level at Stand UN70. Alpha Toys will once again showcase the Bruder range, offering a platform to engage with existing stockists and present the latest product innovations to the traditional retail trade. Colm and the Alpha Toys team will be welcoming visitors to Stand D2 in the Grand Ground Hall.

Get in touch with Robbie Toys at robbie@robbietoys.co.uk, and contact Alpha Toys on 00 353 67 63800 or info@alpha-toys.co.uk.

Goliath named exclusive European partner for Crazy Aaron’s

Goliath is taking the reins of Crazy Aaron’s distribution across Europe, becoming the brand’s exclusive business partner throughout the region. Under the agreement, Goliath will partner with Crazy Aaron’s in its expansion of European sales and marketing, unlocking broader retail access and sharper in-market execution for one of the most recognisable names in hands-on play.

“Crazy Aaron’s is a cultural icon with unstoppable kid and adult appeal,” said Jochanan Golad, CEO of Goliath. “Pair that with Goliath’s retail strength and pan-European footprint, and you have a growth engine built to win – store by store, country by country.”

“Goliath knows how to build momentum on shelf and on screens,” added Aaron Muderick, founder and executive chairman of Crazy Aaron’s. “Its ability to execute across European retail and marketing is unparalleled, and we’re thrilled for this partnership.”

Crazy Aaron’s customers can expect expanded assortments, seasonal programmes and localised marketing from Goliath to support the rollout. Goliath’s retail merchandising expertise to unique European requirements is an exciting growth engine of the new partnership. European retail availability will begin in Q1 2026.

For more information, get in touch with Goliath on 01483 449 944 or visit www.vividtoysandgames.co.uk

newsanalysis

Partners in Logistics builds on competitive edge

As the toy sector faces a new era of supply chain complexity, the company has developed its offering to meet the evolving needs of global toy manufacturers. MD, Abbas Bhanji, tells us more.

Following a year of rapid expansion, Partners in Logistics (PIL) has outlined the next phase of its strategy, driven by European integration, retailer compliance expertise and a sharp rise in demand from global toy brands. Emerging as one of the fastest-growing specialist 3PLs in the toy and consumer products sector, and after capturing industry attention in a Toy World feature earlier this year, the Coventry-based logistics group has escalated its capabilities, footprint and retailcompliance infrastructure to meet the evolving needs of global toy manufacturers entering the UK and EU markets.

“The toy and entertainment supply chain has undergone major shifts since 2021,” explains managing director, Abbas Bhanji. “Retailer compliance requirements have intensified, and EU border controls post-Brexit remain unpredictable for small and medium toy brands.”

“Demand for next-day fulfilment continues to rise in tandem with marketplace growth,” he adds. “Brands are diversifying channels, moving from pure retail to hybrid B2B/B2C structures.”

This landscape has led toy suppliers to seek out logistics partners which combine operational speed with deep retailer knowledge, not just generic warehousing. “The toy industry today needs logistics partners who understand the retailer playbook, not just the pallet movements behind it,” says Abbas. “Compliance failures cost toy suppliers not just money, but listings. That’s why our team specialises in interpreting retailer manuals, configuring ASINs, booking Amazon FC appointments and troubleshooting the issues that retailers simply don’t have patience for.”

PIL’s competitive edge is its ability to deliver retail-ready, compliant shipments with minimal client intervention. This is supported by full EDI/API integration; print technology on-site for instant label creation; a custom-built WMS with 24/7 client portal access; 4pm cut-off for next-day delivery; 99% pick and 100% inventory accuracy guaranteed by SLA; in-house customs and freight management and reverse logistics (inspection, grading, rework, disposal).

Toy suppliers particularly value PIL’s ability to handle FSDU builds; BDCM / carton consolidation; large seasonal inflows; mixed-carton / multi-SKU pick-and-pack; drop shipments for influencer campaigns; Amazon prep / re-work and multi-country eCommerce fulfilment. Since the last Toy World article, PIL has increased the volume of toy clients by an estimated 40% year-on-year, now managing over 15,000 active

pallets, 1,000+ daily parcel shipments and 150 pallet shipments across the UK and Europe every day.

This growth is driven by long-term partnerships with toy distributors, licensors and manufacturers who value the company’s ability to think like a toy supplier. “We come from the toy world ourselves,” says Abbas. “We’ve sat across the table from the big retailers. We know how they think, how they reject and how they penalise. That experience is priceless when you’re handling thousands of seasonal orders in November and December.”

As UK and EU retailers escalate penalties for non-compliance, rejected pallets, late bookings and incorrect SSCC labels, PIL reports a surge in suppliers switching from legacy 3PLs with weaker toy sector knowledge. PIL’s retailer-specific expertise helps mitigate these risks, providing supplier manuals, integration playbooks and real-time tracking.

PIL’s mission goes far beyond standard pallet movements. The company positions itself as a virtual operational partner, handling inventory control, VAT, duty filings, and data-driven oversight for many international brands. “We aim to keep total logistics costs below 5% for our partners,” Abbas explains. “A small-to-medium toy brand could not achieve that level of efficiency running its own warehouse.”

To stay ahead of industry challenges, PIL is launching a new set of 2026 initiatives, which include AI-driven forecasting tools for seasonal demand modelling; digital retailer compliance playbooks; automated slot booking systems for EU distribution; enhanced carton scanning and verification to reduce eCommerce mis picks and sustainability reporting dashboards. These enhancements aim to support toy suppliers navigating peak-season volatility, rising inbound freight costs and continued pressure for next-day consumer delivery. PIL’s philosophy is to remain flexible, fast and transparent offering no long-term tie-ins; simple activity-based pricing; direct access to operational teams (no ticket systems) and 20-minute response time as standard. “As long as we continue to deliver, our clients stay,” Abbas adds. “It’s that simple.”

With capacity available and a widening specialism in retail compliance, the company expects its toy sector division to grow significantly over the next 24 months. Toy suppliers exploring UK or EU distribution, Amazon fulfilment, or multi-market retail expansion can contact Abbas Bhanji at abbas@piluk.co.uk or on 07737 989 898.

© WildBrain.

Game Guru celebrates grand opening

Game Guru, the brainchild of Krishna Yadlapalli of Booghe Toys and business partner Faheem Badur, opened its doors in October to a warm reception. Toy World’s Mark Austin attended the opening of the brand-new board game café to find out more about how Krishna’s experience in retail and Faheem’s experience in hospitality combine to give the store a point of difference.

Krishna has already demonstrated the importance of experiential retail at his flagship Booghe Toys store. Following the success of its physical store and virtual reality space, Booghe is now launching new brand: Game Guru. Featuring over 450 board and card games, Game Guru offers something for every type of visitor, with opening hours from 11am to 11pm Monday to Sunday.

Visitors are greeted by Game Gurus, who are all gamers themselves. The team has been chosen specifically for its knowledge and expertise; every team member is already involved in game nights in some capacity and has extensive knowledge and experience of different board games. The team includes Andy Hopewood, a game influencer and designer whose wideranging expertise in games is just one example of the quality of this team. The attractive retail area stocks a carefully curated range of games, collectibles and single trading cards, with a selection that will appeal to both children and adults, including highly sought-after Pokémon box sets.

There’s a bar with a wide selection, including great coffee, plus a food menu with freshly cooked and reasonably priced food. This is the domain of Faheem Badure, who owns a large number of restaurants around the UK, including Michelin Star establishments. The tables have been designed as comfortable seating for gaming and eating, with the option of connecting tables for larger gameplay.

Krishna and Faheem travelled the UK visiting board game cafes. Krisha had not seen anything inspiring on the retail and customer support side, whilst Faheem noted the standard of food and general hospitality was nowhere near the standards he sets. They could both see an opportunity to build something unique and special.

Over a meal and a game of Azul (with expert guidance from Andy), Krishna explained: “This is how we give the customer an enjoyable and memorable experience. They can envisage what it would be like to enjoy a game and some food with their family, leaving thinking about their favourite game of the day, the food and the experience.”

He added that there are plans to expand the concept across multiple locations: “Our aim is to create new jobs and fantastic experiences for all, whilst expanding retail space for our wonderful industry.”

Game Guru is located at Unit 1, Utillita Arena, King Edwards Road, Birmingham, B1 2AA.

Sales reach all time high as Tubbz makes red carpet debut

Tubbz cosplaying collectible ducks have well and truly landed in the collectible space as the brand celebrates record sales for 2025, with Q4 still to play for.

The much-anticipated Wicked: For Good movie premiered in London last month and Tubbz got a slice of the action, making its debut on the 'yellow-brick' carpet with an Elphaba duck that was turned into a microphone. Celebrities' reactions can be viewed on BuzzFeed's Instagram.

The UK has played a big part in the brand's phenomenal growth thanks to major retailers seeing the opportunity and diving into the world of Tubbz. The Entertainer has introduced Mini Tubbz to the pocket money-category, HMV has engaged the die-hard pop culture fans, Tesco and B&M have ensured Tubbz reaches the masses and WHSmith at Welcome Breaks offers impulse for those on the go. This success is set to continue into 2026 as more leading global retailers make space on their shelves - and new legendary characters from the world of pop culture make their first rubber duck appearance. Tubbz's key to success is premium design and relevance. Careful design captures imaginations, and all character traits are detailed to make characters instantly recognisable. There have been some huge movies this year and Rubber Road has seized the hype by dropping new Tubbz characters from these blockbusters when movies launch. This includes Minecraft, How to Train Your Dragon, Jurassic World and Wicked: For Good. Another winner has been Hazbin Hotel, which sees a major fanbase at Comic Cons with many people cosplaying as the characters from this show.

Ben Grant, co-founder at Rubber Road, said: “We’re in it for the long haul. We have had fierce ambition for Tubbz from day one with a firm belief that this brand can absolutely be a leading player in pop culture collectibles. Six years in, it’s all going to plan and we’ve made it; it’s been a phenomenal year. We have partnered with the best licences in global entertainment which has got us noticed by retailers and fans alike. The key to greater success is being fluid and adapting to the market, which is why you will see us move into a new category for 2026. This will absolutely change the business and allow us to scale even greater heights - we’re all in.”

Asmodee reveals Make the Memories festive campaign

This Christmas, Asmodee is inviting families to pause, gather and create moments that truly matter. The company’s festive campaign, Make the Memories, has been running since 24th November for five weeks, as Asmodee celebrates the joy of connection and the timeless tradition of playing games together. The campaign stemmed from data within Super Awesome’s Holidays Unwrapped 2025, which showed that Christmas Day is the ultimate moment of togetherness. For generations, board games have been the heart of holiday gatherings, sparking laughter, friendly rivalry and stories that live on long after the decorations come down. This year, Asmodee is highlighting those cherished traditions, showcasing that the best gifts aren’t wrapped; they’re shared around the table. Created in partnership with Portal and Generation Media, Make the Memories brings this sentiment to life with a witty, playful twist, showing how Asmodee’s games turn ordinary moments into unforgettable ones. The multi-channel campaign includes out-of-home (OOH) advertising, digital media across Meta channels, YouTube, TikTok and video-on-demand (VOD) placements across Netflix and Disney, ensuring broad reach among festive shoppers and family audiences.

Lindsay Cooper, senior Marketing manager at Asmodee, said: “Board games have a unique way of bringing people together, especially during the festive season. With Make the Memories, we’re celebrating those moments of laughter, connection and tradition that families treasure year after year. It’s about keeping the magic of board games alive – and creating memories that last a lifetime.”

For trade enquiries on Asmodee’s extensive range of board games, contact the sales team on 01420 593 593.

Teal Group reports record FY25 sales in a year of transformation

Teal Group Holdings, owner of The Entertainer, Early Learning Centre and Addo Play has announced its annual results for the year ended 1st February 2025.

Revenue increased 20.3% to £286.6m (FY24: £238.2m), reflecting a successful year of transformation, investment and expansion. Gross profit increased 21.8% to £164.3m (FY24: £134.9m), and the Group delivered a loss before tax of £9.7m. This was following record levels of investment in the operational infrastructure required to underpin its rapid growth, including the opening of a second warehouse and a major enhancement to the Group’s ERP system and one-off costs relating to the closure of its loss-making Spanish business.

The Entertainer successfully completed the roll out of its concessions to 853 Tesco scores across UK&I and opened two new stores in Exeter and Milton Keynes. The chain closed five unprofitable stores as part of its retail portfolio strategy.

Momentum has continued into FY26, and the Group has delivered record first half sales, up 34% on H1 FY25, reflecting the immediate impact of strategic investments made in FY25.

Andrew Murphy OBE, Group chief executive officer of Teal Group Holdings, commented: “The Group delivered record revenues in FY25 in a year that also saw significant investment in infrastructure across the Group to enable the rapid and successful delivery of our growth strategies. We maintained our strong UK high street presence while continuing to grow our partnerships with Tesco and Matalan, ending the year with a total of around 3000 points of presence across the UK, alongside our well-established international franchise business operating around 200 stores across 18 countries.

“I am pleased to report that this momentum has continued into the calendar year of 2025, where we have focused on continued operational improvements, bedding in new business channels and working with new partners to develop future growth opportunities in the UK and overseas. As we look to fully capitalise on the many growth opportunities available to us for the benefit of our staff and further increase convenience for our customers, we are trialling a number of operational changes including Sunday opening hours and a wider range of products to give our customers more of what they love."

Toy Trust donates £50,000 to Kids Inspire

The Toy Trust has presented a cheque for £50,000 to the children’s mental health charity at the organisation’s headquarters in Chelmsford. The donation comes at the culmination of this year’s Mega Midsummer Mayhem fundraising campaign, which saw companies and individuals across the toy industry come together to raise vital funds for the Toy Trust’s 2025 main charity partner, Kids Inspire.

Representing the Toy Trust, Matt Jones and Tracey Butcher presented the cheque to Paula Ashfield, head of Fundraising at Kids Inspire, during a visit to the charity’s headquarters. The £50,000 donation will directly help Kids Inspire continue its specialist trauma-informed therapy work, supporting children and families across Essex and Suffolk who have experienced trauma or face mental health challenges.

Matt Jones of Toy Trust commented: “It was a real pleasure to meet the incredible team at Kids Inspire and to see first-hand the impact of their work. This donation represents the collective efforts of so many incredible people across the toy industry, and we are immensely proud to support a charity that’s making such a real and lasting difference to children’s lives.”

Paula Ashfield of Kids Inspire said: “This incredible donation will make a real and immediate difference for the children and families we support. Demand for our trauma-informed therapy continues to grow, and thanks to the Toy Trust’s generosity, we can reach more children and help them feel safer, stronger and ready to move forward. We’re so grateful to everyone in the toy industry who got involved.”

The Toy Trust would like to thank everyone who took part in Mega Midsummer Mayhem, whose fundraising activities helped make this donation possible.

Obituary: Stuart Moore

Bob Brechin, former Palitoy chief designer, pays tribute to Stuart Moore who passed away on Sunday 12th October.

Stuart is remembered as the person who designed Tiny Tears, having joined Cascelloid straight from school in 1953 and worked at the factory on Abbey Lane in Leicester as a modelmaker. After his National Service, Stuart returned to Cascelloid and moved on to sculpting new dolls for the company’s new Palitoy brand.

Stuart, his boss Bill Pugh, plus a dolls’ dress designer and packaging manager, soon became the nexus for all toy design and development for Palitoy. The first TV advertised doll for Palitoy was Tressy, and Stuart was the one to sculpt a new head for the American-licensed doll.

During the 1950s, Palitoy marketed a doll called Patsy. When children gave her a drink of water from her bottle, she ‘cried real tears’ and ‘wet her nappy’. Palitoy wanted to bring this doll up to date as Tiny Tears, and Stuart was responsible for a complete redesign, even redesigning the crying mechanism inside the doll. He also ensured its limbs ‘flopped like a real baby”. The TV advertising slogan was ‘Tiny Tears – the most lifelike baby doll in the world!’

Stuart went on to become Doll Design manager and sculpted and designed many other dolls including Teeny Tiny Tears and Teeny Weeny Tiny Tears. Others designs included Carrie, Winnie the Pooh and Girls World. He was a significant part of the team that introduced the Pippa fashion doll and even became involved with Palitoy’s flagship product Action Man, designing the set: Secret Mission to Dragon Island. Stuart was also the brains behind the ‘kicking’ footballer in the action game Striker.

When the Palitoy design department was closed down by its American owners in 1984, Stuart continued to work as a sculptor/ designer in the Leicester area until his retirement. As testament to his vision and skills, Tiny Tears has gone through many different producers and iterations and is still found in toy shops today (currently supplied by John Adams). Bob extends his condolences to Stuart’s family and friends, and Toy World would like to add its condolences to all who knew Stuart.

Industry Moves

Graham Gardiner and Jonathan Wheatstone join Wow! Stuff

Wow! Stuff has appointed industry expert Graham Gardiner as its UK Sales and global Sales Operations director. In his new role, Graham will focus on accelerating growth, shaping strategic next steps and implementing new operational processes to strengthen the company’s global expansion.

Having spent many years in the toy industry, including 15 years at Rubies, Graham brings a wealth of experience and knowledge. His appointment comes at a pivotal time for Wow! Stuff, as the company looks to scale its creative and commercial operations and deliver even greater innovation to the market.

Graham Gardiner said: “I’ve long admired Wow! Stuff’s creativity, energy and the genuine ‘Wow!’ it delivers to consumers worldwide. I’m excited to get started and help shape the next phase of growth as we expand our distribution and range, whilst keeping the company laser-focused on innovation.”

In addition to Graham’s appointment, Wow! Stuff has also welcomed Jonathan Wheatstone to its expanding UK sales team as senior National Account manager, supporting the growth of Troy Companies’ products within the UK following the successful merger. Before joining Wow! Stuff, Jonathan spent nine years at Winning Moves, progressing from key account manager to senior national account manager, and more recently worked at Funrise, managing its top-tier UK accounts.

Jonathan commented: “I’m genuinely ecstatic to be joining this phenomenal team, at what is undoubtedly the most exciting time in the company’s history. Following the strategic investment from Troy Companies, I’ve been given a clear mandate to launch and scale its portfolio across the UK market.” Dawn Lavalette, managing director at Wow! Stuff, added: “Graham is an outstanding addition to the team. This is a hugely exciting time for Wow! Stuff, with fresh investment fuelling innovation and global expansion. Graham’s proven track record in the toy industry is exactly what we need to take Wow! Stuff to the next level. We’re also delighted to welcome Jonathan, whose experience with top UK retailers and deep understanding of the market will be instrumental in driving the Troy portfolio across the UK.” Wow! Stuff can be contacted on 07817 273 766 or sales@wowstuff.com.

Funrise appoints Mark Whittle as senior National Account manager

Mark Whittle will take on the role of senior National Account manager for the UK and Ireland, based at the company’s Milton Keynes office. He brings over 30 years of experience in buying, trading, merchandising and commercial retail management across leading toy and general merchandise retailers, including The Entertainer, Tesco and Argos. Most recently, Mark served as head of Tesco Trading at The Entertainer, where he was the commercial lead and oversaw the rollout of The Entertainer within Tesco stores across the UK and Republic of Ireland.

In his new role, Mark will take ownership of key UK/Ireland retail accounts, setting strategy and driving performance across national and online channels with Funrise’s portfolio of owned and licensed brands.

“Funrise is entering an exciting new phase of growth, and Mark’s deep commercial expertise across multiple retail channels will help drive our strategic vision forward,” commented Annie Sullivan, general manager, Northern EU and EMEA. “Mark will play a key role in expanding our retail footprint and strengthening partnerships across the region. He will make a valuable contribution to shaping the direction of our UK business, and we welcome him to the team.”

“After many years buying toys for Woolworths, Tesco, Argos and, most recently, a decade at The Entertainer, I’m excited to be making the move to the supplier side with Funrise,” said Mark Whittle. “I look forward to applying my retail experience to support Funrise’s strengths in product innovation, global operations and customer-focused execution, as well as deepening relationships with retail partners to deliver sustained success.”

Get in touch at salesuk@funrise.com.

MGA welcomes Katie Bird and Sarah Nevin

MGA Entertainment has announced the appointments of Katie Bird and Sarah Nevin as senior national account managers for its UK sales team.

With over 10 years’ experience within the toy industry, gained most recently from her time spent at VTech and Toynamics, Katie commented: “I’m really excited to have joined the amazing team at MGA. I hope my experience can help contribute to growing and building successful sales partnerships within such a forward-thinking and innovative toy company.”

Sarah has over 22 years of sales and marketing experience, having previously worked for Li & Fung (LF Beauty division for Collection Cosmetics), Character World brands, Jakks Pacific, Blue Bell BMW & Ashley Sales & Marketing (Sarah’s own consultancy).

She added: “I’m excited to be a part of MGA and add to such a strong, experienced team. The timing is perfect – with new UK leadership, best in class innovation and amazing brands and I look forward to growing MGA's valued retailer partnerships.”

Charlotte Smith, head of Sales UK and Ireland for MGA, said: “We’re thrilled to welcome Katie and Sarah to the MGA UK Sales Team. Both bring a wealth of industry experience, strong retail relationships and a deep understanding of what drives success in the toy Industry.

“Their energy and expertise will play a vital role as we continue to grow our business and strengthen our partnerships with retailers across the UK. They both join at a very exciting time for MGA, and I’m confident that with such talented people completing the team, we’re set for even greater success ahead.”

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Opinion

Why “TikTokifying” creatives can be effective for toy brands

Glenn looks at how, although polished ad content still has a place for hero moments, seasonal launches and TV buys, in social media environments, authenticity wins.

Toy brands are still investing heavily in polished, studio-grade adverts, yet on social platforms like TikTok this approach can be counterproductive. Highly produced ads feel like ads, and audiences on these platforms are able to recognise that immediately, often resulting in lower engagement. Authentic, native user-generated content (UGC), created in the style that users already consume on their For You Page is the better play. This “TikTokified” style drives stronger results across such environments as it feels like a discovery, not a commercial.

TikTok’s culture rewards spontaneity and credibility. Users scroll quickly and have become skilled at spotting overtly commercial content. Anything that looks out of place in the feed is dismissed as they move on to the next video. This is because authenticity and relevance holds attention, and that attention drives results. TikTok’s published research, supported by third-party studies, shows that the platform is perceived as more authentic than others, and that content which matches native behaviours drives measurable uplift in discovery, favourability and purchase intent. In practice, this means that a toy demo filmed on a kitchen table, complete with background noise and genuine laughter from a child, often outperforms a glossy thirty second edit.

This is not a TikTok specific effect - Meta, YouTube Shorts, Pinterest and Snapchat follow similar patterns and consistently see strong performance across all metrics. These platform algorithms all explicitly reward content that resembles the native style. They rank content by engagement signals, and UGC consistently attracts more comments, saves and shares because it feels relatable rather than promotional. Short, unpolished clips with credible product use generate stronger completion rates and brand recall than traditional creatives inserted into feeds.

Parents in particular respond to real-world proof points. Their purchase decisions are shaped by safety, durability and usability as well as by the experiences and recommendations of other parents. Multiple studies show that consumers trust peer-led content more than brand-led demonstrations, and that visual UGC drives stronger conversion when people are weighing up practical considerations. For toys, this is even more relevant. Parents look for reassurance that a toy works as described, survives repeated play and is genuinely enjoyable. Real parent reviews, candid playtime clips and unfiltered reactions provide that reassurance far more effectively than a scripted sequence.

An effective UGC toy video is short, focused and built around an honest and relatable moment.

Examples include a child’s first attempt at a tricky toy, a quick setup demo filmed by a parent, a realistic before and after showing how a toy holds up over time, or a simple “day in play” clip that captures natural interaction. Key creative traits can help brands lean into the UGC feel. Vertical framing, simple phone-shot footage, minimal editing, clear captions and natural sound support better retention. Real children and real homes create the sense of credibility that parents value. A small flaw, such as a moment of mess or a child’s unscripted comment, strengthens trust rather than weakens it.

When brands produce this kind of content, they are not just creating ads, they are meeting parents where they are and adding useful content to the parent and family ecosystem that shapes decision making. Parents search for real reviews, not brand showreels. They forward clips of toys they are considering to friends or partners, and native-style UGC allows brands to be a part of this.

There are several practical routes to sourcing and scaling authentic UGC. Brands can start with organic seeding and reposting, encouraging purchasers to tag the brand and then amplifying the best clips. This is a

Glenn Waller

Digital associate director, Generation Media

low-cost, highly authentic approach, though typically slower to grow without paid support. Micro-creator partnerships offer a powerful next step, tapping into relatable parent creators whose niche, highly engaged followings often generate stronger trust than celebrity influencers. For brands that need scale, creator marketplaces and talent-matching teams allow agencies to brief creators on a toy’s real benefits while still preserving the native, unpolished style that performs well on TikTok and other social platforms. Finally, Employee-Generated Content (EGC) lets those closest to the product, particularly parents, produce candid demos and behind-the-scenes moments that feel naturally trustworthy.

Not every toy company has the time, resource or confidence to scout dozens of appropriate creators, brief them effectively and ensure the output is TikTok native. This is where dedicated matching and creative support teams add value. At Generation Media, our Entertainment team pairs advertisers with the right creators and talent, crafting briefs that preserve authenticity and capture the product moments that matter, all while maintaining the influencer’s creative style.

The single best piece of advice for toy marketers is to test low-cost UGC first, measure what parents respond to (watch time, saves, comments asking about age/parts), and scale the formats that show clear evidence of success in the feed. Polished content still has a place for hero moments, seasonal launches and TV buys, but in social environments and in parental purchase journeys, authenticity wins. Create content and ads that parents will send to their friends, families and other parents – and make it honest; let the toys do the talking.

Licensing World

Mattel and Hasbro named co-master toy licensees for KPop Demon Hunters

Netflix has announced that Mattel and Hasbro have each been named a global co-master toy licensee for KPop Demon Hunters. These unprecedented licensing partnerships will help meet massive fan demand and mark another major milestone for Netflix’s smash global hit.

“KPop Demon Hunters unleashed a global fan frenzy,” said Marian Lee, chief Marketing officer, Netflix. “Huntr/x showed us that a truly great trio is more than the sum of its parts. Netflix, Mattel and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games and merchandise they’ve been demanding on every social platform known to humanity.”

Mattel will market and develop a full range of KPop Demon Hunters–themed products across multiple categories, including dolls, action figures, accessories, collectibles, play sets, collaborations with co-brands and more, beginning in 2026 with distribution worldwide. Initially, Mattel Creations, the company’s design-driven, direct-to-consumer platform, is introducing a presale three-pack of Huntr/x dolls, with orders shipping in 2026.

Roberto Stanichi, chief Global Brand officer, Mattel, commented: “Celebrating the breakout characters at the heart of the film, Mattel will harness our world-class design, creative and marketing expertise to introduce a broad range of products across major categories to the delight of fans around the world.”

Hasbro’s collection will feature innovative KPop Demon Hunters products across categories such as special feature plush, youth electronics and role-play. In addition, Hasbro will be leveraging the strength of its iconic portfolio to introduce a range of collaborations for fans of all ages. Hasbro’s first product introduction will be Monopoly Deal: KPop Demon Hunters, which is available for pre-order on Amazon, Target and Walmart now.

“KPop Demon Hunters is a powerful pop culture phenomenon with global resonance – one that aligns seamlessly with our portfolio of iconic brands and our commitment to innovation,” said Tim Kilpin, president of Toy, Licensing and Entertainment at Hasbro. “This collaboration enables us to bring the film’s dynamic universe to life beyond the screen, offering fans immersive new ways to engage through play, building a product lineup that unites storytelling and fandom in a uniquely Hasbro way.”

Products from Mattel and Hasbro will be available at retail beginning spring 2026, through the holiday season of 2026 and beyond.

In the UK, Mattel can be contacted on 01628 500 00, and Hasbro can be reached on 0208 569 1234.

Playmobil enters global licensing partnership with WWE

Playmobil has announced a new global licensing partnership with WWE, marking another milestone in the brand’s strategic evolution. Launching in July 2026, the collaboration will feature Playmobil figures of WWE Superstars including Roman Reigns, Cody Rhodes, Rhea Ripley and Hall of Famer Hulk Hogan, bringing the storytelling of WWE into the hands of children, families and collectors worldwide. At the Nuremberg Toy Fair 2025, Playmobil unveiled renewed brand positioning with a clear commitment to reach new audiences and build meaningful collaborations with globally relevant entertainment franchises. Earlier this year, Playmobil announced two major partnerships with Mattel’s Monster High and Barbie. The WWE collaboration, facilitated by IMG, now represents the next step in this strategy, opening the Playmobil universe to another fan community.

Bahri Kurter, CEO of Playmobil, emphasised the strategic importance of the partnership: “At Playmobil, we believe in the power of imagination to unlock new worlds. By partnering with WWE, we are celebrating iconic superstars who have inspired millions across generations and are connecting their stories with the creativity and imagination at the heart of our brand. This partnership is another step in our journey of meaningful collaborations that redefine the role of Playmobil in pop culture.”

The first Playmobil x WWE products will be available in July 2026 across North America, Europe and additional international markets. For UK trade enquiries, contact 01268 548 111.

Jazwares partners with FIFA on official collectible plush

Jazwares has been named the official worldwide plush licensee of the FIFA World Cup 2026. The officially licensed product range will bring fans around the world a winning lineup of competition-themed plush, including the highly anticipated official mascot.

Hosted across 16 host cities in North America from 11th June to 19th July, the 39-day sporting event will see Jazwares alongside fans every step of the way, offering unique products designed for participating countries and their supporters.

Creating keepsakes that embody the spirit, pride and excitement of the game, the collection includes plush items, wearables and novelties inspired by the tournament’s energy and global unity. Designs range from pieces honouring participating nations to playful fan gear for the stands. Three core mascot plush will represent the host countries (Canada, Mexico and the US) along with a variety of other items, with limited-edition collectibles available only at select events. Every item is designed with affordability, fandom and style in mind. An official lineup of all the products featured in the collection will be revealed early next year.

“The FIFA World Cup is more than a competition; it’s a stage where history is written and the world comes together,” said Sam Ferguson, senior vice president of Global Licensing, Jazwares. “To see our creations become part of that story is an honour beyond measure. Partnering with FIFA enables us to do what we do best on the grandest stage imaginable: inspire joy, spark imagination and create first-of-their-kind keepsakes that will live in the hearts and homes of fans everywhere.”

The official FIFA World Cup 2026 product collection from Jazwares will debut in June 2026, with products available in select retail stores and online worldwide. The one-of-a-kind collection offers fans an opportunity to commemorate the world’s most-watched sporting event with quality keepsakes that endure beyond the tournament.

For more information on Jazwares’ partnership with FIFA and other news, visit Jazwares across social media and www.jazwares.com.

Licensing World

Harry Potter and the Philosopher’s Stone to celebrate 25th anniversary

Almost 30 years ago, the Harry Potter stories captured the hearts of millions of readers worldwide. Today, the power of these magical adventures has grown in scale and popularity to become a true entertainment phenomenon, and one of the world’s best loved franchises.

The Harry Potter universe continues to enchant millions, with over 600m books sold in more than 85 languages, $7.7b USD in global box office revenue across eight blockbuster Harry Potter films, an award-winning stage-play in Harry Potter and the Cursed Child, mobile and video games, themed lands, location-based experiences and a global consumer products programme.

Consumer products continue to act as a crucial touchpoint for the Harry Potter fandom, allowing fans of all ages to express themselves in different ways. The Harry Potter licensing programme spans multiple categories, including games, toys, dress up, fashion, accessories, home goods, gadgets, collectibles, memorabilia, food, personal care and a catalogue of publishing products.

In 2026, Harry Potter and the Philosopher’s Stone will mark its 25th anniversary, celebrating a quarter of a century since the film first captivated audiences and launched one of the most iconic franchises in cinematic history.

Full celebration plans are yet to be revealed with fans at the heart of every initiative with multiple opportunities to engage throughout the year. There will be curated merchandise, interactive events and digital partnerships, including at key moments such as Butterbeer Season, which kicks off in March; Harry Potter’s Birthday in July; the Back to Hogwarts summer period; Christmas in the Wizarding World and more.

This anniversary not only celebrates the legacy of the original film but also introduces the magic to a new generation ahead of the highly anticipated Harry Potter HBO Original TV series, premiering in 2027 and currently in production at Warner Bros. Studios Leavesden.

Hunter Price to launch new Stranger Things and Fuggler collections

Hunter Price International is set to launch its debut Stranger Things collection in the UK ahead of the highly anticipated fifth and final season later this year on Netflix. The cross-category product approach has seen the Stranger Things signature style be brought to life across hair accessories, water bottles, stationery, reusable shopper bags, cosmetic bags, hot water bottles, gift sets, mugs, accessories and jewellery. Since its debut nine years ago, the hit Netflix show has garnered a remarkable following, captivating audiences around the world. With the highly anticipated fifth instalment on the horizon, excitement is building among its dedicated fanbase, further cementing the show’s status as a true cultural phenomenon. This first range from Hunter Price will be available later this year across the UK and Europe.

Allana Holmes, Commercial director at Hunter Price International, said: “Stranger Things has captivated us all over the years, and it’s been a dream assignment for the team to bring the show to life through creative consumer products. Developing credible cross-category products which do justice to our brand partners and connect with the consumer is what we love to do, and this partnership has been a great one so far. Stranger Things will certainly have a place in the hearts of its audience for a long time to come.”

Hunter Price has also unveiled details of its global partnership with Fuggler, the funny, ugly monsters, which have been causing mayhem across the world this year. As part of its growth strategy, Libertas has turned to Hunter Price to expand the Fuggler family of products into brand new categories and territories for the first time. The lovable characters are now available across a range of games & puzzles, collectible pin badges, stationery, sensory toys and more.

Hunter Price has also developed backpacks, big and small, which incorporate clip-on fashion accessories and stationery items, which have started arriving in the USA and UK. The team is holding previews for its 2026 Fuggler collection, which includes new monster character additions, product extensions, creative play and accessories

For further information on Hunter Price International’s portfolio of licensed and own-brand offering, contact the team at home@hunterprice.co.uk.

Target Darts announces collaboration with Disney Star Wars

This landmark collaboration will combine Target Darts brand’s premium products and innovative design with the storytelling power of one of the most beloved franchises in entertainment history.

Target’s precision-engineered products are trusted by some of the sport’s biggest names, including current PDC World Champion and teen sensation Luke Littler, 16-time World Champion Phil ‘The Power’ Taylor, as well as 2025 Premier League stars Rob Cross, Nathan Aspinall, Chris Dobey and Stephen Bunting. Over the course of the collaboration, Target will unveil a wide range of exclusive and limited-edition products for darts fans and Star Wars enthusiasts of all ages, including darts, dartboards and accessories that celebrate and pay tribute to the iconic characters from the Star Wars galaxy, such as Luke Skywalker and Darth Vader.

“This collaboration with Disney Consumer Products is truly a game-changer, not just for darts, but for how sport and storytelling can come together”, said James Tattersall, Group CEO at Target Darts. “The Star Wars franchise is more than entertainment; it’s a cultural force that has inspired generations of fans. Just like darts, it brings people together through shared passion, excitement and imagination. We’re opening the door to a whole new way of experiencing darts, and we’re honoured to be part of this journey with Disney to create even more meaningful connections for consumers from around the world.”

James Butcher, Creative director at Target Darts, added: “We’ve been telling stories in and around our product for years at Target. Bringing iconic Star Wars assets into that way of thinking was a natural fit. The product we’ve created is pure Target, inspired by Star Wars.”

Gill Archer, VP Hardlines & Food+, Disney Consumer Products EMEA, said: “At Disney Consumer Products, we are always exploring whitespace opportunities where we can connect with new audiences in fresh and unexpected ways. Our partnership with Target Darts marks an exciting first, bringing iconic storytelling into a sport that is rapidly growing in popularity. The new range blends Star Wars’ epic narratives with Target’s industry-leading design, creating something unique for fans and players alike. We’re excited to see where this collaboration leads, and to continue finding new ways to meet our fans where they are.”

For sales enquiries, contact the team at Target Darts via 07747 103 252 or visit www.target-darts.co.uk.

Licensing World

Paladone joins forces with the Lego Group

Paladone has announced a new licensing agreement with the Lego Group. The company is committed to designing, distributing and promoting a range of fun and practical products inspired by the Lego Group’s iconic construction toys to international markets, leveraging its extensive global presence and expertise in trend-driven consumer products and bringing fresh, imaginative gifts and merchandise to Lego fans worldwide.

“We’re beyond excited to be building something amazing with the Lego Group, one of the world’s most loved and iconic brands,” said Jim Downey, chief executive officer of Paladone. “This partnership lets us click our award-winning design and global reach together with the Lego Group’s incredible brand power, and we can’t wait to create fun, innovative products that fans of all ages will love.”

Celine Lu, the head of Global Vendor Compliance and Sustainability at Paladone, believes this recognition from the Lego Group reinforces Paladone’s ability to meet the highest standards in ethics, sustainability and quality. “It also highlights the strength of our supplier partnerships and robust systems, giving the Lego Group confidence in our capability to deliver responsibly,” she added. “Together, these outcomes lay the foundation for a strong, long-term partnership built on shared values.”

“We’re really proud to be partnering with the Lego Group on a global scale,” said Barbara Echevarria, Senior VP of Global Licensing, Marketing and Product at Paladone. “This collaboration allows us to pair the Lego Group’s timeless creativity with Paladone’s unique design perspective. From day one, the partnership has been smooth and collaborative, and we’re truly grateful for the support and shared vision that’s guided us along the way.”

The first joint product lines are already in development and will be on sale next year.

For sales enquiries, contact the team at Paladone via 01273 230 037 or by emailing info@paladone.com

Miraculous announces Jazwares as new global master toy partner

Miraculous Corp has announced a new exclusive global master toy partnership with Jazwares for the Miraculous franchise, including the worldwide phenomenon Miraculous – Tales of Ladybug & Cat Noir.

The new partnership comes as Miraculous enters its second decade with an ambitious slate to expand the Miraculous universe. Season seven of Miraculous: Tales of Ladybug and Cat Noir is in production for a 2026 launch, followed in 2027 by Miraculous: Stellar Force, the first of several planned spin-off series introducing new characters and bold new worlds. In addition, a global theatrical feature is in development.

Under the terms of the multi-year agreement, Jazwares will develop a fully expanded toy ecosystem across action figures, fashion dolls, role play, plush, vehicles, collectibles, play sets and seasonal items, ushering in a bold new era of Miraculous consumer products that support this extensive new content.

The first product line is slated to debut at retail worldwide in spring 2027.

“Miraculous, celebrating its 10th anniversary this year, has grown into a multigenerational global fandom driven by its empowering themes, dynamic superhero storytelling and unmistakable Parisian style,” said Roz Nowicki, global head of Consumer Products at Miraculous Corp. “Jazwares has proven its exceptional ability to ignite fan culture with meaningful play, and innovate at lightning speed to build consumer franchises with staying power. The company’s unmatched momentum and creative energy make it an ideal partner to lead the next chapter for our franchise – its most ambitious chapter yet.”

“With an expanded slate of content coming over the next several years, we couldn’t be more excited to bring our distinctive design innovation and fan-first approach to Miraculous, one of the most beloved modern superhero brands,” said Judd Karofsky, Jazwares’ Executive VP of Licensing.

“At Jazwares, we create toy universes that connect deeply with audiences – from imaginative play to premium collectibles – and Miraculous provides the perfect canvas to expand that world. Fans can expect a line that celebrates everything they love: heart, fashion, fantasy, transformation and epic adventure,” added Jeremy Padawer, chief brand officer at Jazwares.

For more information, contact Jazwares at 020 3598 5119 or visit www.jazwares.com.

Blokees brings Jurassic World Terraventure to UK

Blokees has confirmed the UK arrival of Jurassic World Terraventure, expanding its portfolio of licensed assembly character toys with palm-sized dinosaurs and vehicles that assemble via snap-fix parts and offer fully articulated posing. Staying true to Blokees’ character-led engineering, the range emphasises smart part design, modular compatibility and accessories that carry the story of capture-and-rescue adventures into play and display for families, fans and Kidults.

The opening selection centres on the Dinosaur Capture Adventure theme, with pocket-sized dinosaurs and vehicles designed around a 5cm assembled height standard and three relative size tiers (small, medium and large) to preserve on-shelf scale coherence. Each sealed mystery box delivers either a dinosaur or a vehicle inspired by the Jurassic World films, plus scene-driven extras, from props to commemorative coins, and a collector card whose reverse shows the straightforward assembly steps. The line features standout characters such as Tyrannosaurus Rex and Velociraptor Blue, alongside vehicles including a capture vehicle, heavy-duty transporter and helicopter. System design combines an internal skeleton with characteristic outer components, using consistent interfaces (ball joints and peg-and-hole) so parts interwork across Terraventure and broader Blokees lines, encouraging customisation and scene-building.

At a practical level for the trade, the line is designed for easy shelf presentation with compact CDU options for 12-unit displays and a case configuration that supports the “collect and combine” concept, encouraging fans to complete sets that connect through shared parts and visual coherence. Recommended for ages eight and above, the series provides an assembling experience for repeat play and long-term display.

Terraventure carries forward Blokees’ core philosophy: a fusion of engineering and art that values structural design, character expression and display appeal, while embracing repairability, reconfiguration and longevity. The range joins Blokees existing line up which includes licensed ranges from Sesame Street, Minions, Naruto, Ultraman and Evangelion and more.

For trade enquiries, contact 07585 400 586 or sales@theleftfieldgroup.com.

Santa Claus is coming to town

As 2025 draws to a close, Rory looks at how the year is predicted to end up - and which brands are looking likely to be the winners.

AAs we move closer to the end of another year, there is still a good chunk of value to play for in the UK toy market. At the time of writing, YTD October data shows a current value trend of +6%, the best performance we have seen for several years. This is the first time the market has been growing at this stage since 2020, when Covid was impacting toy sales; many consumers were spending on toys to keep kids amused at home, and adults were buying to amuse themselves too. The 2025 results should absolutely be celebrated, but it’s important to note that, in the market this year, a significant portion of this growth is in very specific areas, so not every toy supplier is feeling it in the same way. How is the year really going - and who are the real winners?

Looking at the category growth in 2025, seven out of eleven supercategories are adding value, but 91% of all growth comes from just three supercategories. These are Building Sets, Games & Puzzles and Action Figures which combined have added £145m so far this year, which means the other supercategories have added just under £14m. The Lego Group is the main driver of Building Sets growth, whilst Pokémon Trading Cards are leading the way in Games & Puzzles. The growth in Action Figures is more varied and is coming from a wide range of manufacturers, but the majority of these are based around a consistent

theme – the use of licensed characters. Licensing is one of the biggest growth categories this year, with gains coming from several different areas, and growth in every supercategory but one. Movies and Video Games have been two of the best performing areas in 2025, both growing ahead of the market: Video Games have been particularly strong, with growth of +58%. Movie lines which have performed strongly in 2025 include Disney’s Lilo & Stitch, Minecraft and Jurassic World, all in tandem with major releases this year. The box-office line up for 2026 is also looking strong. In a recent survey, 31% of UK consumers, the highest share in Europe, said they bought a toy directly influenced by a movie, which is a positive sign for the industry.

Collectibles have enjoyed strong growth in 2025, and the success of Pokémon has hugely impacted the overall Collectible trend. Excluding Pokémon from Collectibles, the overall category is growing but the figure is more modest at +2%, somewhat behind the overall market growth of +6%. The list of properties with gains this year is varied and diverse with Funko Pop, 5 Surprise, Lego Minifigures, Sylvanian Families and Magic the Gathering all-seeing double-digit growth so far this year. The range of themes in growth is equally diverse, with Manga/Anime, Pro Sports Leagues, Witches/Wizards, Dinosaurs and Dragons all growing strongly this year. The UK is now the

highest-ranking country in Europe in terms of share of spend going to Anime/Manga, with licences like Beyblade, One Piece, Dragon Ball Z and Demon Slayer all performing well.

Over the last few years, Q4 has tended to see a weaker comparative performance than the rest of the year. The trends in October and November have often been down as shoppers leave it late to get their Christmas gifts. In 2024, in October and November combined, there was a loss of over £40m in value versus the year before – and although we saw an improvement in December it wasn’t enough to make Q4 positive and led to a negative trend for the year. There is a positive trend for October this year, at +4%, but that is the lowest growth of any month so far this year. The last week of October saw a +1% trend and the second last week was flat versus 2024, so it does feel like the market has potentially slowed a little. But there are signs that Christmas shopping has very much started with a good number of items at higher price points in the top items list, and games starting to appear here too. The Traitors Board Game is the No. 5 item in the total market in the latest available data, and we could see very strong sales in November and December after the success of the recent Celebrity Traitors series.

In conclusion, the strength of the market in 2025 is a big positive, especially after four years of decline. But with growth coming from concentrated areas, not everyone is feeling the benefits. Hopefully the last few weeks will see sales spread around more widely, to different categories and manufacturers, for a good bit of festive cheer all round.

Item Progression:

Celebrity Traitors, the celebrity version of the popular game show, debuted on BBC in early October and proved to be a huge success. The Traitors Board Game, released last year, was the No. 6 item in the Games category in Q4 2024 and the No. 1 item in the month of December. The game has seen a significant jump in October 2025 rankings versus October 2024, helped by the success of the show, climbing to the No 1 Games item (exc Trading Cards) in October, so sales may be even better in Q4 2025.

Top-gaining properties

The top-gaining property in 2025 is Pokémon, which has added over £40m so far this year. Pokemon has already amassed more value in the first 10 months of the year than it did for the whole of 2024. The trading cards make up around 83% of all Pokémon sales and are the key growth area, with a trend of +116% compared to last year. With 2026 being the 30th anniversary of Pokémon, and Pokémon sets due to launch from The Lego Group, could 2026 be the biggest year ever for the property?

Formula 1 is the second largest gaining property in the UK and has added just under £29m, with Lego making up around 92% of all Formula 1 sales. We have also seen added value from Topps, Tobar and Mattel which

collectively have added around £2m to the property value. The top Formula 1 item is the Lego Speed Champions Formula 1 Ferrari SF24 Racing Car, with the Lego Technic Scuderia Ferrari HP SF 24 F1 Car (at an average price of £162.03) in second place.

Minecraft is the No.4 property for gain and has a wide range of categories driving growth. Building Sets is the top growth subclass and has added just over £6m this year, but Traditional Plush, Action Figure Collectibles and Miscellaneous Toys have all added values over £1m this year too. The Minecraft Movie, released over the Easter holidays, is still having an impact on sales with items like the Lego Minecraft Movie Woodland Mansion Fighting Ring appearing in the top items list for the property.

Jurassic Park/World is another property in the top gain list, also helped by the release of the Jurassic World Rebirth movie in mid-June. The Action Figures subclass makes up over half of all value for the property and has added the most value too, with a gain of nearly £5m this year. There have been strong gains in other subclasses, with Building Sets, Action Figure Collectibles and Robotic Playmates all adding value compared to the same period in 2024. The Jurassic World Rebirth Rumble N Rampage Distortus Rex 22" from Mattel is the top item of the property; in fact, Mattel items take the top six spots for Jurassic Park/World.

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.

Talking Shop Jingle Bell Shops

These hardy indies took a little break from the festive rush to chat to Gabriela Jiménez García and Chloe Thomas-Evans about all things Christmas: best-sellers, displays and how they support customers at this all-important time of year.

Karyn McCabeWebbs Garden Centre, Wychbold, Worcestershire

WWe have recently been welcoming customers to our new Webbs Toy Emporium. Before this opened, the toy department at our Webbs flagship garden centre at Wychbold had always traded well, despite being the department located the furthest away from the entrance.

A new space became available near the front of the centre which the team collectively agreed would be perfect to develop a new Toy Emporium, with a main entrance straight off the car park. We wanted to create a bright, immersive and inspiring space where creativity and adventure take centre stage.

In our view, Webbs is more than a destination garden centre. We inspire customers to connect with the natural world and spend time with their families, friends and loved ones in a creative space. The Webbs brand expresses our passion for the natural world, creating an identity that reflects our core values. These brand values are carried through in abundance to the new Toy Emporium, where we have set out to create more than a retail zone; customers will feel as though they are stepping into a story book, with displays referencing classic children’s tales such as Willy Wonka, Mary Poppins, Rapunzel, Snow White and James and the Giant Peach.

Spanning 344 square metres, the Toy Emporium offers an extensive range of toys, games and collectibles, which has been carefully curated with the aim of inspiring creativity, imagination and fun. Children can explore a world of imaginative play through a series of features, from a giant rocket to a medieval castle and more. The space is brimming with storytelling touches and creative corners designed to spark wonder, joy and discovery. The Mirror, Mirror on the Wall area invites children to try on costumes inspired by characters such as Snow White, while a Willy Wonka-style wall, Mary Poppins-inspired skyline, cosy tree nook and play tunnel all add to the story-filled space. We also have dedicated demonstration carts, so children can get fully involved and hands-on with the latest product trends.

We opened our doors in the first weekend of October half term and the response we’ve had from customers has been phenomenal. It has exceeded all expectations from the get-go, with queues at the door.

As soon as children approach the entrance, they can’t help but be excited, which is a joy to watch. Even the parents and grandparents can’t help but smile, and we’ve received so many lovely comments and emails from customers. We feel very proud, as a team, of what we have achieved in a relatively short space of time.

So far, we’re reporting strong sales across all of our core zones – Play, Create, Pretend plus Soft Toys and Collectibles. Books, Stationery and Games & Puzzles are also selling

dress up from Great Pretenders, putties from Crazy Aaron and brands like Plus-Plus, Brio and Sylvanian Families. Care Bears and Peppa Pig are also very popular. We have plenty more product launches to come before Christmas and will be running demonstration days and interactive competitions to keep children engaged. Our aim over the festive season is to maintain our high standards, ensure the shelves stay well stocked and keep customers of all ages smiling.

We attended Spielwarenmesse in Nuremberg earlier this year and found it very useful. We picked up some great new suppliers and took many creative ideas away with us; we’ve decided this show will now become a biennial trip for us. The Toy Fair in London is also a staple trip, and I will be visiting the Toymaster May show in Harrogate too. As my remit also covers many other categories, I will attend other shows such as Top Drawer which is perfect for finding fresh new products and brands.

This is just the beginning for the new Webbs Toy Emporium. As a garden centre, we’re used to constantly evolving with the seasons; with loyal repeat customers, we enjoy working to keep things fresh and exciting for them in store. We’re already looking at new products for 2026 and ensuring we keep on top of the latest trends - even the viral ones that can be trickier to predict. Building on our success, we’ll be reviewing how we can extend this magic to other Webb garden centres across the UK.

very well. Standout lines include

Talking Shop

Donald Nairn - Toys Galore, Edinburgh

TThis year has been a good year for us compared to last year; we’ve had some incredibly strong product ranges, including the popular Pokémon TCG, which has been helping sales tremendously. I’m sure plenty of other independent retailers have been equally happy about how this line has been performing. We’ve also seen strong sales across other product ranges; some of our bestsellers include Fanatics’ Big League and Moose Toys’ Little Live Pets.

Epoch’s Sylvanian Families has been incredibly popular for us, with the brand discovering a new market - Kidults - who are captivated by the Asian blind box trend and are constantly seeking new, cute collectibles. With brands such as Labubu hard to get hold of, consumers have realised that Sylvanian Families are just as cute and much easier to access. We’ve also brought in new Asian blind box brands, such as KandyToys’ Baby Three, to cater to the increasing demand for this type of product.

Our target audience is broad, ranging from kids to adults, with the fast-growing Kidult market continuing to gain momentum - we’re selling a lot more to grown-ups nowadays. I've long thought it's a bit sad that children seem to grow out of toys by the age of 12, but that's no longer the case because they will often have a phase later in life where they come back to toys. This can only be a good thing for us and for the toy industry overall.

Lego counts as one of the key brands that draws a lot of attention during the Christmas period. While we stock Lego all year round, with some evergreen ranges selling every day, there are some very strong Lego lines that we've got high hopes for over the Christmas period. Lego Botanicals has been performing incredibly well, and we find that Lego’s own lines usually sell better than its licensed ranges, with the odd exception. This year, Lego Creator has been selling well, along with Lego City and Lego Technic, although the Lego Minecraft range is also very popular right now.

We’ve decided to avoid the higher price-point Lego sets and stock to a sub £40 limit, due to the competition becoming very fierce. While we remain a bit more adventurous with other ranges, we prefer to take this approach with the likes of Lego. We are mindful of the limited space available on our shop floor, as our store is not particularly large and we need to be selective about our inventory choices.

Soft toys are selling increasingly well at the moment; we’ve been moving away from selling Jellycat products and have found other companies that provide high-quality soft

Jon Callingham - Malletts Home Hardware, Truro

toys that are just as popular, such as Aurora World.

Sales have been gradually increasing since half term, as we approach the festive season. Typically, an uptick in sales begins in October, as people start their Christmas shopping. However, it’s after Halloween that customers really start to focus on buying gifts for Christmas. By the end of October, we’d brought in all the stock we need, and have been reordering on an ongoing basis as things sell through; our primary focus now is to maintain our stock levels as we get through the busy period.

As Toymaster members, we’ve decided to take on the Toymaster Christmas Catalogue again this year – it’s our second year, but we found it to be a huge advantage last Christmas and have increased the number of copies from last year. While we only took on a few thousand copies in 2024, 2025 will see us upping that number substantially, and we're hoping to see sales increase exponentially on the back of that.

instead of waiting for the huge sales and stockpiling as they have in previous years. Our Christmas Club means they can reserve items to be paid off over time, and this remains popular, reinforcing that shoppers are budgeting carefully this year.

We have some great Christmas window displays to get everyone in the festive spirit and, as we are a department store, there’s a whole department dedicated to Christmas decorations and seasonal product that gives the store a jolly atmosphere.

During the Christmas period, our bestselling products are Lego sets, toy advent calendars and Christmas-themed soft toys from Aurora and Ty. The department dedicated to Christmas stocks a range of Christmas-specific toy lines, and in the main toy department, we concentrate on customer favourites such as Lego, Sylvanian Families and other well-known brands. We run special offers on these, as and when we can.

Compared to last year, sales are up. A lot of sales are driven by the Kidult demographic with lines such as model kits, trading cards and construction kits. Kidults are the ones with the most disposable income, and this market has become huge for us, with Pokémon and other trading cards the bestsellers. The scarcity of Pokémon product has prompted us to bring in newer trading card games such as Riftbound (Riot Games) and One Piece (Bandai) to help drive sales. We source these via Asmodee. Other new products that are selling well include collectible plush, Baby Three from KTL and Kimmon from Character Options. Other than that, our top ten sellers consistently include Lego Minifigures, Hot Wheels cars, Sylvanian blind bags and a variety of other pocket money pick up lines. We find that, once the DreamToys list is announced, that inspires customers to hunt for specific lines.

AAs soon as the October half term is over, customers start to think about Christmas. The Toymaster catalogue is sent out in the local area in the first week of November, so this really kickstarts Christmas sales. We also produce our own catalogue of offers, and this is always well received and increases footfall in November too.

This year, I think many of our customers are trying to spread the cost; they have been looking at Christmas gifts for some time and regularly buying items each week

The most recent UK budget announcement doesn’t seem to have affected our customers’ willingness to spend on toys. Each year we find that some customers are concerned about their finances, especially those with bigger families. However, the toy market remains quite steady despite these concerns; shoppers will always buy toys for children’s Christmas presents and might just spend less on the adults in their families or make savings elsewhere.

We try to help wherever we can. We help spread the cost with our Christmas club and are also a drop off point for a local radio station’s toy appeal. This distributes toys to local charities, helping disadvantaged children receive Christmas gifts. We are always amazed by the amount of donations we receive, and it’s a lovely way to give back at Christmas.

Talking Shop

Emma Dadswell -

Toys N Tuck, Southend-on-Sea, Essex

indie viewpoint

OOur customers started asking about Christmas in earnest back in October and we had many show interest in our Christmas savings club. This allows customers to put deposits down on toys and slowly pay towards their Christmas presents as the year progresses. From September, our saving club tends to get a lot more popular, with more customers placing deposits and choosing gifts to be set aside.

For most people, Christmas purchasing is getting later and later. This seems to have been the case for years now, with many people choosing to start purchasing very close to Christmas as that’s when they get paid – and when they start to see some of the best deals.

In the lead up to Christmas many people are casually browsing but, if they spot a really good offer, they will buy the products straight away. If the products they are looking for are bigger and more expensive, they will wait a bit longer before committing to them. This is usually because they want to ensure the purchase is right for them before they make it. In our store, the best-selling products in the run-up to Christmas are often those on special offer. We have a lot of interest in products from Lego, Funko and Asmodee and these ranges are popular all year round.

The bigger, well-known brands often turn heads in store, and this is especially true at Christmas. I think it’s because people know they can trust them. We have a lot of customers that may not come in all year but, around Christmas, they want to shop for grandchildren or young relatives and will usually reach for the branded products that they recognise. That’s why we see brands such as VTech sell more around the Christmas period; people are familiar with the brand and know they can trust the quality and play value.

We also find that many shoppers are purchasing smaller stocking fillers, and we stock a wide range of products between £10 and £20 to cater to this demand. Our core range focuses on lines that our customers can afford year-round. This strategy seems to be working well as our average basket spend has gone up slightly. I think, in part, this is because we’ve had a lot more Kidults coming into the store, buying for themselves. This has been a positive development, and we’ve worked hard to encourage this new wave of customers. We’ve found that, as we’re right next to a college and a university, we’re ideally located to attract this corner of the market, so it’s been fantastic for business.

We’ve found that financial concerns and worries over the autumn Budget haven’t slowed our sales; if anything, they have enhanced them. I feel like there’s plenty of doom and gloom in the news but, when there’s any negativity, sales seem to pick up. Our customers are happy to spend money with us so they can treat their kids in harder times - or maybe they are struggling to afford to pay the mortgage, but they can afford a blind box as a nice treat. The Kidults that shop here are just happy to spend money on small treats for the time being.

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Tidings of comfort and toy

TThere are never enough hours in the day at this time of year. As we write this in midNovember, we are just sitting down at 5pm, after a 38-pallet workout, and can confirm that all Toy Barnhaus’ warehouses are full to capacity. We couldn’t even fit in one more Pokémon booster set!

October sales delighted us, with some strong Pokémon launches as well as new introductions Kimmon and Brainrot - and the month ended with a very strong half term week. We benefited from the fact that Halloween fell at the end of the week this year, which drove a lot of footfall to the stores. We expanded our Halloween offering this year, adding dress up accessories and face paints, and it all sold through very well.

Elsewhere, we began to see runs on products from early November, which has been very encouraging. The latest Pokémon launch was as popular as ever; there are certainly no signs of it slowing down yet – and it’s the 30th Anniversary of the brand next year. The Traitors Game from Goliath has been in demand, off the back of the TV show, and anything with Evie from Peppa Pig is selling very well too. Another new line that has proved popular is the squishy Tataba from MGA, and with the upcoming release of the final Stranger Things series and the Five Nights At Freddie movie, we are seeing encouraging sales from related products already. There is certainly a lot to go after at the moment.

The DreamToys list has been announced, and Mark appeared on local radio, talking about the top toys for Christmas. The lines on the list seem lower priced overall this year, which reflects the current market well. Sales have already picked up on some of the toys featured on the list - our customers love Gui Gui Slime from Moose Toys and Marshmallow Madness from Goliath. The list appeared to receive good press coverage, which has hopefully helped to focus people’s minds on Christmas.

The one black mark on the horizon is the budget, which felt like it took forever to arrive. The toy market is often much more resilient than some other sectors, but the relentless speculation in the run up to the announcement certainly didn’t help customer confidence. Now, we and our customers can plan and move forward, and hopefully look forward to a successful Christmas.

Right after the budget, Black Friday is upon us - although, to be fair, it seems to run for the whole of November now. We run Black Friday promotions for this period, as being in shopping malls, customers do expect to see offers in our stores. We always have a mixture of promo lines that we bring in for the occasion, as well as lines that we need to move, but never the whole store, despite what some customers may think! It’s important to have a presence for Black Friday; although most customers tend to buy other lines, targeted offers will drive footfall into store. With Black Friday falling right at the end of the month, around payday, it’s always a massive day for us.

As this is our final column of 2025, there’s just time for a quick review of the year. At the start, we were not too optimistic of how trade would be, after a tough end to last year. However, we’re happy to report that 2025 has exceeded all our expectations and been our best year for a while. As we know, the toy market is evolving rapidly at the moment and becoming ever more trend driven. This has given us many new opportunities to go after as an independent. We have made the most of these opportunities and feel very optimistic going into 2026.

Merry Christmas to you all.

Discover toys, games and play products children love and parents trust. AT SPRING FAIR 2026 J O I N

THE F U N AND G A M E S

Retail Profile

Toytown

broadens its horizons

SMF Toytown was founded by Alan Simpson, who bought his first toy store back in 1979 and began his retirement last year, having grown the business into a successful, established toy store chain. He leaves the retailer in capable hands, as Gabriela Jiménez García found out when she caught up with SMF Toytown’s Operations director, Andrew Addley.

How has business been across Toytown stores so far in 2025?

So far in 2025, business is up a couple of percentage points compared to last year. However, the overall feeling is that it’s been a challenging year, as there is generally less disposable income available. In many respects, it's similar to 2024 - everybody's having to work a lot harder just to stand still. We're having to buy a lot smarter, ensuring that we're a lot more selective on the ranges we feature in our stores, and we're trying to be as proactive as possible to ensure we're stocking the correct lines. Despite these challenges, we are very happy with our year-onyear growth, which is a major positive in what has been a challenging market.

What can you tell us about your new store openings?

We opened three new stores last month. One is in Basildon, another is in Newry (Northern Ireland) and the final store is located in Cameron Toll (Scotland). We’re very excited about the opening of these three new branches and are delighted to be able to grow our business further. These new outlets have brought our overall store portfolio up to 35 stores. Each year, we aim to grow our business where possible, but this depends on whether we believe there is a need for a toy store in a specific area and if we can provide good value to customers in that region.

Each of these locations was selected based on a

combination of strong footfall potential, customer demand for our product range and strategic alignment with our broader retail growth plan. Basildon offers a vibrant retail environment with a family-focused demographic, Newry bridges a key regional gap in Northern Ireland, and Cameron Toll in Edinburgh provides a well-established shopping centre with a loyal customer base. The stores will carry our core range; each store will also feature tailored experiences based on local customer insights. We will also take the opportunity to increase our focus on Kidult ranges, along with in-store demonstration days, character visits and a focus on customer engagement.

Our goal is to bring the Toytown brand closer to families in these communities, offering not just products and good value but memorable experiences. We hope to see increased brand engagement, stronger regional presence and valuable feedback that will help shape future store formats. Ultimately, it’s about creating spaces where play and imagination come to life.

How are you feeling about the festive period – do you sense it is going to be a good Christmas?

At the time of writing, we’re ready and raring to go for the festive period. Looking back at trading in pre-Covid times, sales would typically arrive late in December, whereas after Covid, we became used to having a successful September, October and the build-up to Christmas. I believe this year will be like last year;

customers will wait until Black Friday. Then, there will be a big explosion of sales kickstarting Christmas in earnest. Sales will then slow down a bit, before picking back up as we get closer to the big day.

Most toy sales for the indies typically come in the last two weeks before Christmas, which is very stressful for all retailers; we spend our entire year monitoring stock levels and ensuring that we’ve got the right lines and the right quantity of stock for peak season. Since Christmas falls on a Thursday this year, we have nearly a full week of trading. Typically, there is a high volume of sales the weekend before Christmas, but we also have the Monday, Tuesday and Wednesday leading up to Christmas – I believe that this extra time when many people will have broken up from work will benefit sales. I’m expecting the weeks leading up to Christmas to be stressful, but I hope it will end successfully.

Are there any new brands that Toytown has recently taken on that are performing particularly well?

Bandai’s Gunpla range of model kits and Funko have both been very strong. Funko is a range that we didn’t stock until two years ago, and it has now become one of our key suppliers. The success of the range ties into the fact that we're seeing a lot of older people coming into toy stores, with Kidult a fast-growing and dominant category. We’re increasingly focusing on providing more Kidult ranges, and, if you visit our stores, you’ll see that more space is being dedicated to anime and other genres of interest to adult consumers. Sylvanian Families blind bags have also been phenomenally successful at Toytown this year, and we find that a lot of Kidults are purchasing them.

TCG is another area that has been performing very well; not only Pokémon cards, which continue to be in high demand, but also Topps’ Premier League and Champions League ranges.

Which current hot trends in the industry is Toytown is tapping into?

We’re cautiously expanding into Asian blind box collectibles/quick-buy collectibles. We've seen customers spending £20 on mystery items - something that, in the past, many would have considered unthinkable for an item purchased without knowing its specifics. New ranges which we’ve recently taken on include Character Options’ Kimmon lineup and some of Heathside’s collectibles. We’ve only added them to our portfolio recently, so it’ll be interesting to see how they will perform in the coming months.

It’s become essential for toy retailers to stock blind box collectibles; something that became clear to us after attending the LA previews this year; there are so many Labubu-inspired collectibles due to launch from multiple suppliers. By April/May 2026, an abundance of Asian blind box collectibles will hit the market, and it will be important to take a sensible approach when deciding which ones to stock. While I believe the Asian blind box collectibles craze will continue, I also think licensed collectibles will gain popularity early next year. I’m not sure the Asian blind box craze will hit the heights that people expect but expect it to find a good level of sales in our stores.

Toytown’s portfolio also features evergreen categories. Which categories have performed well in 2025, and what are some standout product ranges in each category?

Mattel’s WWE action figures have been an absolute standout in the Action Figures space; while this has been growing for the last two years, I think it's now reaching its peak. There’s been a boost in sales following release of WWE on Netflix earlier this year.

In Pre-School, Paw Patrol and Bluey continue to dominate the category. Paw Patrol is still number one

for us, and I’m delighted with sales, particularly for Spin Master’s range. The arrival of Peppa Pig’s baby sister, Evie, has brought a resurgence to the licence and will give a boost to the Pre-School category; it’s been like a breath of fresh air.

As expected, Lego remains the top brand in Construction Toys, with all of this year’s key launches performing superbly; the Formula 1 range that was released in March has been an absolute standout right from the start. Lego Flowers & Botanicals also continues to go from strength to strength. The Lego Spider-Man and Formula 1 Minifigure launches have been two of the top-selling Minifigures of all time for the company – at the moment, there isn’t much that Lego is doing that isn’t working out.

Arts & Crafts is a broad category, but bracelet-making remains a leading trend within that space. While Spin Master’s Cool Maker Stack’d Heishi Bracelet Studio has been a standout for us this year, the Vivid Loopdedoo Bracelet Making Loom Kit has also been performing very well. Moose Toys’ Gui Gui range of slime is also extremely popular, and we’re hoping to get some more stock for Christmas as it’s clearly in demand.

Pocket Money Collectibles, 3D printed toys have been selling well, particularly One For Fun’s 3D Printed Dragon Egg and Spin Master’s Crystalynx Dragon Figures. Finally, everyone is excited for the 2026 launch of the KPop Demon Hunters range, from Mattel and Hasbro. It's been a long time since there has been this level of hype and excitement around a range; maybe it will hit Disney Frozen levels and become a core line in years to come. I certainly hope so, as the industry needs strong ranges to encourage customers to shop.

What does Toytown have in store for 2026?

Looking ahead to the new year, we plan to open even more stores before June 2026. We are considering a couple of locations and aim to continue growing in size over the coming years. We will also focus on ensuring that we are satisfied with the mix of Kidult products available in our stores, looking carefully at the space allocated to specific brands. Our primary goal is to be content with the selection and stock levels we offer; we want to ensure that we have the right product lines that customers are seeking, so we will place a strong emphasis on our instore ranges for 2026.

In

Making AI child’s play

Toy World spoke to MD, Paul Clarke, to find out more about Play Tech AI’s range of AI tech-driven products that blend entertainment with education. Brand new to the market, the company’s first launches will be showcased at Hong Kong and Nuremberg Toy Fairs where the team is keen to talk to retailers and distributors.

What can you tell us about Buddy and the initial Play Tech AI launch range?

Buddy is the first line to launch from our MiAi range. Buddy, MiAi Chatbot, has been thoughtfully designed to be more than just a toy; he’s a true AI companion for children. Through AI conversation, music, learning games and playful movements, Buddy creates interactive experiences that help children build their confidence, empathy and communication skills.

The initial MiAi range by Play Tech AI, will expand on this idea of smart play with purpose, introducing innovative, AI tech-driven products that blend entertainment with education. Each product in the lineup is designed to spark creativity, encourage curiosity and make technology feel warm, approachable and family-friendly. Together, they represent Play Tech AI’s mission to shape the future of play, where learning and fun go hand in hand.

What do you see as the key attributes of the product?

Buddy has the ability to blend play, learning and emotional connection. He is interactive, intuitive, full of AI conversation and designed to grow with children as he talks, sings, moves and responds in real time. With features like voice AI interaction, a built-in camera, touchscreen and stylus pen, Buddy encourages curiosity and creativity whilst helping children develop vital social and cognitive skills. Most importantly, he brings fun and real friendship into every learning moment, making Buddy both a smart toy and a trusted companion. He’s packed with lots of additional games and features, adding to real play value. Best of all, our products are totally subscription free, with no additional costs.

How can Buddy support parents and children?

Buddy brings a balanced approach to play, learning and screen time. As children enjoy an engaging and interactive experience, parents can have complete peace of mind. Buddy is age-appropriate, safe, secure and encourages meaningful, active engagement rather than passive screen use. With features like parental controls, educational content and entertainment options built in, Buddy helps families enjoy technology in a way that feels positive, connected and purposeful. We are proud to be part of the kidSAFE certified programme.

How have your respective backgrounds helped when developing the product?

With a blend of experience from the education and retail sectors, The Play Tech AI team has well over 20 years' experience in our respective industries, spanning product design, development, sales and marketing. We

have combined our skill sets into developing an array of children's AI products that combine education with play; above all, we want to make learning fun.

What plans do you have to build out the range?

The first of our MiAi Chatbots, which launched in November 2025, Buddy MiAi Chatbot, is currently available from a select range of retail stores in the UK and Ireland. Additional accessories are available, such as children's Dual Headphones and a child’s Backpack.

Tilly, MiAi Chatbot is due to arrive in January 2026, and the MiAi brand will have three more children's AI products launching at Hong Kong Toy Fair, with products suitable for age three years and up.

Where can retailers see Buddy and the whole range over Toy Fair Season?

We will be kicking off Toy Fair season at Hong Kong Toy Fair, where we will be showcasing our growing MiAi brand, plus the launch of new brand, Pulsify Music, for children aged six and over. In total, we will have 17 lines launching across the Play Tech AI range for 2026. We will continue Toy Fair season in Nuremberg and invite retailers to come and view our unique ranges at both shows.

Play Tech AI is a UK/Ireland toy company; we have UK and Ireland offices and a HK office and showroom. We are keen to talk to retailers and distributors about our new ranges and invite readers to get in touch to find out more, arrange an appointment or come and see us at one of the shows.

To discuss sales enquiries or distribution opportunities, contact sales@playtechai.com

SimbaSmobycreates DisneyYuYus

01620 674 778

www.smobytoys.co.uk

sales@simbasmoby.com

As plush remains a growing category with momentum set to continue in 2026, Simba Smoby prepares to tap into one of the lifestyle trends for Gen Z and young adults, with the launch of Disney YuYus.

Launching Spring/Summer 2026, Disney YuYus is a brand-new line of collectible plush vinyl face charms. Disney characters are presented in a compact plush form, with the launch collection featuring Disney’s Lilo & Stitch and Disney Winnie the Pooh. Each range includes nine charms to collect, including one mystery figure. The blind box format conceals the Disney YuYu hidden inside, adding an element of surprise to every unboxing moment. Designs include Stitch dressed as a tiger, a frog, or an axolotl, while Winnie the Pooh appears as a cow, bee and other animal characters.

Measuring around 10 cm, each Disney YuYu comes with a practical carabiner clip, making it easy to attach the charm to bags, backpacks or keys, sitting in line with the current bag charm trend. They’re the ideal accessory for Gen Z and young adults who love to express their fandom in everyday life.

To ensure the range stands out on shelf, retailers will receive the products in eye-catching counter displays that hold eight blind boxes each.

FRESH THIS MONTH:

MGA’sMiniverseMakeit MiniAnimalsandMakeit MiniRealBaby

MGA Entertainment 07488 335 251 www.mgae.com

MGA’s Miniverse is introducing new ranges of animal and baby-inspired collectibles to capture the imagination of kids, Kidults and adult fans across the UK, as the collectibles market continues to thrive, driven by creativity, nostalgia and self-expression.

The new MGA’s Miniverse: Make it Mini Animals range comes equipped with detailed enclosures and realistic accessories to make mini pets feel right at home. From mini hamsters in a ball to rabbits and an axolotl in a tank, collectors can get their hands on a wide range of pets and craft tiny, lifelike habitats for them. With so many tiny pieces and pets to collect, there’s also an opportunity for collectors to custom design their own habitats by mixing accessories across different sets. The Desert Chameleon adds additional play features, as it changes colour under UV lighting .

Joining the MGA Miniverse alongside the Make it Mini Animals is the Make it Mini Real Baby Range. The brand-new collection brings the joy of caring for a baby into the world of mini collectibles. Consumers can collect eight different mini-babies, plus miniingredients to make their own baby food. Each capsule transforms into either a feeding station or crib for a mini baby so collectors can show off their creations and tuck their little ones in for a nap after mealtime. From baby bottles to mashed apple sauce, to sliced avocado and eggs, there are different baby stages to explore and a whole nursery of baby-inspired products to assemble. From collectors to kids, there’s something for everyone to love in the Miniverse, making these new ranges appealing to many retailers this season. Contact the sales team on the details above to find out more.

Jigglets is introducing Mystery Monsters blind bags; one of the latest launches joining its portfolio. These bags are a treasure trove of frightfully cute monsters, with 10 unique creatures to discover, eight common and two rare. The brand is also set to unveil more themes in the Jigglets blind bags range soon.

In January, the company will be venturing into the wild with its Adventure through the Safari collection. This series is a vibrant celebration of 16 adorable safari animals, from the majestic zebra and the fierce tiger to the flamboyant flamingo. Each Jigglet captures the spirit of these incredible creatures, inviting kids to embark on their very own safari adventure.

3D Studio Gifts is also announcing a partnership with DKB Toys and Distribution, a collaboration that promises to bring Jigglets to even more fans. Together, the two companies are committed to delivering the joy and wonder of Jigglets to toy stores everywhere.

Celebrating 75 years of Preview Nuremberg Toy Fair

Spielwarenmesse

Spielwarenmesse returns to the Nuremberg Exhibition Centre from 27th to 31st January 2026, bringing together toy suppliers, distributors, buyers and retailers from across the globe for the show’s 75th anniversary year. With preparations intensifying for one of the industry’s busiest trade shows, Toy World sums up what visitors can look forward to.

WWhile 2025 marks three-quarters of a century for Spielwarenmesse eG, celebrations for this platinum anniversary will take place in 2026 during the Nuremberg Toy Fair. Since its beginning, being a cooperative has set Spielwarenmesse eG apart from other trade fair companies. In 1949, the decision was made to launch the Spielwarenmesse in Nuremberg, and after the successful premiere of the German Toy Fair in 1950, the deal to form the cooperative was sealed that same year. “With this structure, we remain something of an exotic species in the trade fair world, and one of the most successful cooperatives in Bavaria,” comments Christian Ulrich, spokesperson of the Executive Board of Spielwarenmesse eG.

Spielwarenmesse eG looks back proudly to its roots: it honoured its 75th anniversary with an evening of celebrations for its members at the Imperial Castle of Nuremberg back in April. As the Covid-19 pandemic made it impossible to hold the Spielwarenmesse as an inperson event in 2021 and 2022, the celebration of the 75th anniversary was pushed back to 2026, with a birthday party to take place during the fair. “We’ll be celebrating this special occasion with all the participants – it’s a moment for appreciating what has been achieved and a prompt to carry our success story into the future, together with the entire sector,” adds Christian.

With its global structure and its combined expert knowledge, Spielwarenmesse eG is increasingly becoming a driving force for trends, topics and new business models. The international toy community comes together across the show, where visitors experience the ‘Spirit of Play’. Last year’s show was deemed a major success, with 2,362 exhibitors from 71 countries and 57,500 visitors from 126 countries.

This year is all about diversity and international exchange: numerous brand manufacturers, innovative

newcomers and returnees will be presenting new products and highlights at the 75th Spielwarenmesse. Visitors can look forward to inspiring themed worlds, forward-looking trends, diverse networking opportunities and in-depth toy expertise. Tickets for trade visitors are available exclusively online in the ticket shop and cannot be purchased on site. The e-ticket entitles holders to free use of public transport throughout the local area during the trade fair, ensuring convenient arrival and departure, and the Spielwarenmesse bus will also be available to participants once again. This connects Munich Airport directly with the Nuremberg Exhibition Centre - a single ticket costs €35 and can be booked online until 2pm on the day before travel.

The Toy Business Forum in Hall 3A will showcase the growing trends of the industry, where attendees can discover what’s leading the market and where the industry is headed. With a diverse programme, a line-up of international speakers and innovative formats, the forum promises focused inspiration, deep insights and ample networking opportunities. Bringing the most relevant industry topics to the stage, formats such as live podcasts, panel discussions and inspiring presentations will combine to offer a diverse programme for visitors. This year, the focus is on Artificial Intelligence, Retail and ToyTrends, Marketing, Sustainability and Kidults.

The ToyPitch is set to kick off the Toy Business Forum. During Press Day on the Tuesday morning, media representatives can gain exclusive insights into selected new products. Further interesting topics are in store on Wednesday, starting even before the fair opens, and the international Value of Play Conference will explore the importance of play from differing perspectives. The presentation of the ToyAward follows directly afterwards, and in the afternoon, Christian Ulrich will sit down with Peter Handstein, founder and CEO of Hape, for a fireside chat about the toy business. On Thursday afternoon, the Model Car Hall of Fame will announce the Class of 2025.

At the time of writing, first speakers and programme highlights have been announced, including Reyne Rice, Dennis Book, Marilyn Repp, Jasmin Karatas and Sabine van Almsick.

2026’s ToyTrends will be showcased in a special area at the Entrance Mitte of the Spielwarenmesse, chosen by the show’s international TrendCommittee. Two key ToyTrends have been identified for this year: AI Loves (to) Play demonstrates how innovative technologies are reshaping play, while Creative Mindfulness focuses on creative approaches towards mindful experiences. Visitors are invited to discover and test this year’s inspiring products, which will be displayed on themed islands, and further information for product range planning will be provided by the ToyTrend lectures in the Toy Business Forum.

The business platform, Spielwarenmesse Digital, provides trade visitors with optimal support when planning their visit to the fair. In addition to interactive hall overviews, an exhibitor database is available, which can be used to search for specific companies, products, brands and licences. Once registered, individual appointments with exhibitors can be arranged in advance. Visitors can also use the Spielwarenmesse App to organise their visit efficiently, make new contacts and stay up to date with the latest news and information on the Fair, with customised content for exhibitors and visitors. On top of this, the App offers useful tips to plan stays within ToyCity Nuremberg.

Over the following pages, Toy World brings readers an early look at some of the brand new toys and games that will be on show at Spielwarenmesse 2026. For even more information on the fair, including the latest updates from the organising committee, news and views from exhibitors and must-know information about the packed events schedule, look out for Toy World’s follow-up dedicated Spielwarenmesse supplement, which will be mailed out alongside the January edition.

Special Feature

John GmbH

Having a ball John GmbH celebrates centenary

While John GmbH was originally founded in 1926 as a small tyre repair business, it wasn’t until the 1950s that the company turned its hand to ball production. Toy World’s Caroline Tonks sat down with Andrea John, managing director of John GmbH, and Andy Kay, COO of John Leisure, to discuss how the business has grown over the last century, what’s on the cards for the milestone anniversary and more.

100 years is an incredible milestone. What were some of the defining moments and turning points for John GmbH throughout its history?

Andrea: My grandfather originally started the company as a business for repairing tyres and cars. When you repair tyres, there is a lot of rubber waste, and in the 50s, he explored pressing this waste together to make small rubber balls. From there, the company gradually became more about ball production, producing maybe 20 pieces a day. This was always parallel to the tyre company. When PVC was developed in the 60s and 70s, the product developed from dense rubber balls into PVC balls filled with air. In the beginning, my grandfather’s product wasn’t hollow; it was pressed together. The introduction of PVC was a major milestone in manufacturing; you could make rotation moulding, allowing the ball to inflate. This was a huge step forward when it comes to ball production, creating a ball that bounces nicely.

How much have the company’s core identity and values evolved over the past century?

Andy: We’re a business that wants to encourage interactive play and being active. The whole premise of a ball is to throw it, catch it and use hand-eye coordination. It’s a wholesome, classic product that everyone can remember using in their own childhood. Everyone can share their own story and memory.

Andrea: Now that everyone has a mobile phone, and children have more and more electronic toys, we want to encourage children to still play together, not sit by themselves on a phone or tablet. We want to promote being outside, keeping kids active and healthy.

How have your customers’ needs changed over time and how have you evolved to meet them?

Andy: One of the big advantages of John GmbH – both in Germany and the UK – is that we’re a very agile business. We can adapt our packaging for retail customers; we’ll go into a retailer, measure out the shelf module and make sure that our packaging takes best advantage of that space for them.

Our strengths are many: we inflate our own product, we can create different assortments, we can supply different quantities per box - and we will sit down with a retailer to offer a level of tailoring for what they individually need.

Andrea: Another of our major strengths, and why I believe our business remains so successful, is the number of high-profile licences we can offer. I’m so proud to have been working with Disney for 50 years, as well as Marvel, Universal, Mattel, Spin Master, Sanrio and most recently with the BBC. We introduced licences early on, so we’ve had time to gain a lot of experience. We wouldn’t be here without our licensed portfolio.

Andy: The third thing I would add is that we keep our operations lean and efficient; our headcount is low. We’re very agile and very disruptive. We’re also fiercely protective of our retail prices.

How are you celebrating this anniversary?

Andrea: 100 years is clearly something we should be celebrating. This will also be the company’s 70th Nuremberg Toy Fair, and we’re commemorating 50 years of being a Disney licensee, so there’s lots to be proud of. We’ve found some of our old product from the 70s on eBay and are putting together a little exhibition of this for our stand at Nuremberg. There will also be a banner showcasing family pictures and the history of the company, as well as a banner showcasing our history with Disney.

At RedNight on the Thursday evening of the show, we are inviting all our colleagues and industry friends to raise a glass and celebrate these milestones.

How are you planning to continue driving growth into 2026?

Andrea: John Leisure has been in the market for a long time, creating strong fundamentals for the business. However, there are still a number of customers we aren’t

currently working with, and of course, we’d like to change this. While we are very much in the ball business, we do have other categories that we want to promote, like bubbles and chalk.

Andy: Play balls are the core John business. Our ball business falls into four product categories: play balls, sports balls, playground balls and PU balls. The plan for the UK is to build on each of these pillars by encouraging retailers to take on a wider range. We’re tailoring our proposition and being quite strategic with what we’re going after. We’ve gone from a business that had around £1.5m sales, to a business that should now turn over £4m in the next year.

John GmbH has been growing its presence in the UK market. How are you evolving to allow for a massive influx of new business?

Andrea: We don’t have a ready product - all the balls arrive in the UK deflated, and the team has to inflate, label, pack and sort. It is not an in-and-out product. The secret of our success is that we are so flexible. Since we have the stock as deflated balls, we can quickly deliver to retailers to meet their growing needs.

Andy: We maxed out our production this year. To address this, we looked at inflation capacity, and the only thing we’ve had to evolve is new inflation machines for the UK.

How are you positioning the company for another successful 100 years?

Andrea: The next generation of the family is coming into the business – my son, daughter and niece. Our aim has been to set the fundamentals for the next generation and have a company that is in good shape and ready to hand over. We’re trying to ensure that everything is prepared optimally for this transition to give them the very best start.

Andy: Although Andrea hasn’t set a date for any sort of transition just yet, we’re thinking about all of this now and making sure planning is in place. We’re working with the existing team to ensure continuity when the next generation joins. We want people working in the business now to be around to move forward with them and support them on this endeavour.

Andrea: 100 years is quite an achievement, but as well as looking back with an immense amount of pride, it’s important to look to the future.

Andrea John Andy Kay

connecting people through creativity connecting people through creativity connecting people through creativity

Nuremberg Toy Fair Wilton Bradley

01626 835 400

www.wiltonbradley.com sales@wiltonbradley.com

Stands B-81, C-80

Wilton Bradley is passionate about creating toy and leisure products that bring fun and adventure to everyday life - whether that’s through outdoor adventures, sports, toys or quality time with family and friends. For more than 35 years, the company has been designing, developing and sourcing a diverse portfolio of own-brand collections and bespoke ranges for retailers, and the team will be unveiling fresh developments across all key categories at Nuremberg Toy Fair.

Alongside the Xootz Fun Unleashed! campaign entering its second year, Wilton Bradley will be adding new releases of Comet Electric Go Kart to the line-up of Cyclone Drift Trike and Cobolt Electric Balance Bike. The Xootz portfolio of electric and non-electric Go Karts continues to lead the category, combining premium features, award-winning designs and accessible pricing to appeal to customers. Wilton Bradley also has a new collection of monster-themed foot to floor ride-ons to introduce, each with its own personality, story and bright colour palette. The company is launching pedal bikes for the first time, alongside a range of balance bikes and refreshed core lines of scooters, skates and skateboards.

Toyrific is the result of a dynamic rebrand, with the aim of continuing to deliver a curated range of indoor and outdoor creative play products. Designed to appeal to both children and parents, Toyrific combines play with practical, space-saving solutions for every home. The Waterwall STEM product will continue to give hours of engaging, educational play, whilst new additions to the award-winning Play Tray range and the introduction of Stepping Stones have been designed to add to the offering in sensory and imaginative play, helping children develop creativity, curiosity and problem-solving skills through hands-on fun.

Last year, Power Play went big, with mega multi-games tables and 3ft options. This year, the brand is being reimagined again, with new designs and LED features that deliver highimpact shelf-appeal. The new Power Play will span lines from 20” tabletop games to 3ft standing and foldable options.

Wilton Bradley is looking ahead to another year of strong growth, impactful product launches, and exciting collaborations across global markets.

At Nuremberg Toy Fair 2026, Funko will be showcasing its ever-expanding portfolio of the fan favourite Pop!, Bitty Pop! series as well as Loungefly accessories. Visitors to the Funko stand can expect a first look at a number of new ranges set to launch with licensor partners including Disney, Marvel, Universal, Star Wars and more.

Building on the popularity of Funko’s Blind Boxes, the brand will be showcasing all-new Premium Blind Boxes which include two brand-new series: Kiguzoomies and Funko Fun Squad, offering fans more ways than ever to unbox. New characters and themes are set to debut in Nuremberg, with expanded appeal across multiple fan demographics and collectors alike.

Another standout reveal at the Funko stand will be the brand-new K-Pop Demon Hunter range, a stylised collection which merges popular music culture trends with Funko’s signature Pop! design. The collection solidifies Funko’s ability to tap into emerging global pop culture trends and reinterpret them through its iconic Pop! series.

Meanwhile, Funko will also be showcasing expansions across Bitty Pop! - the miniaturised collectible range that has captured the hearts of fans worldwide. With new products previewed at Nuremberg as part of Bittyverse, Funko will introduce fresh characters, formats and display options that invite fans to build and personalise their own miniature Bitty Pop! worlds.

Funko’s wearable fandom brand, Loungefly, will also preview new licensing partnerships at Nuremberg Toy Fair. The new licences will introduce a broader array of fandom-inspired accessories, aligning with the brand’s commitment to high-quality, wearable collectibles that resonate with consumers across diverse markets. Nuremberg Toy Fair attendees are encouraged to visit the stand to hear more on what is planned for Loungefly across 2026 and onwards.

To schedule a meeting with the Funko team and learn more about the innovative new products and licensor series on display, please reach out via a.neulinger@littlebigthings.de. Attendees can visit Funko at the Nuremberg Toy Fair by appointment only, located at stand B-08, Hall 12 (US Pavilion).

Nuremberg Toy Fair

Golden Bear Toys

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

Hall 6, Stand A-36

For over 40 years, Golden Bear has made toys, games and play experiences that delight kids and families alike. This year at Nuremburg, the company aims to raise the bar with a new line-up of releases for 2026.

After success in the market with the Soccer Bot and the Soccer Launcher, Golden Bear’s Strikesphere aims to take sports innovation to the next level with the all-new Speed Ball. This next-generation training tool is designed to empower players who want to unleash their shooting speed while building accuracy and confidence on the pitch. With an integrated sensor and LCD display that delivers instant kick-speed feedback, every shot becomes a personal challenge for players to beat their highest speed. Transforming training into play, Speed Ball seeks to keep young players active, motivated and coming back for more.

Strikesphere is also looking to bring that same formula to Basketball, with an indoor basketball trainer called B-Ball Bounce. The B-Ball Bounce has a technology-driven design, featuring light-guided drills for next-level skills anytime, anywhere. With three gameplay modes, immersive lights and audio, a lightweight design and both solo and multiplayer options, B-Ball Bounce delivers an ideal training experience and is a natural next step for the brand after data revealed that basketball is the second most popular team sport among 5-16-year-olds worldwide.

Golden Bear is also collaborating with global football content creator SV2 and creating a Football-themed challenge game called SV2’s Ultimate Baller. This high-energy, footiethemed challenge wheel game aims to capture the fun, skills and banter that SV2’s fans know and love in one competitive game. Blending football drills, trivia and physical tasks across six categories, the game offers an accessible, family-friendly experience for anyone who loves football. With 5.3m subscribers and 1.4b views, SV2 brings global reach and has been designed to appeal to a captivated audience of football mad fans.

Golden Bear will also enter the Arts & Crafts space with Mixidoodles, a bold, vibrant craft kit for hands-on creativity. Mixidoodles’ aesthetic and simple activities are designed for all ages; children can simply take the doodle foam, squish it into a frame and throw down some colour to bring their creations to life. Mixidoodles is mess-free, with no drying time required.

Following the success of plush brand Foodibles, Golden Bear is expanding its range to include even more characters. Joining the lineup of fruity plushies is the Coconut Sloth and Raspberry Axolotl in the small assortment, with Kiwi Owl and Cherry Mouse coming to the large range. Each Foodible arrives in gift-ready packaging designed to appeal to all ages.

All new products will launch alongside dedicated PR support and tailored marketing plans.

Commotion

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

Hall 12, Stand A-04-6

As the 2026 Nuremberg Toy Fair approaches, the Commotion team is preparing a new selection of launches under its inhouse Tickit brand. The event is the one of the key events in the company’s calendar, and the team will be showcasing over 30 of its new lines at the fair.

Building on the Woodland Trail Treehouse, a new nauticalthemed Lighthouse Island play centre has been designed to capture a sense of adventure and encourage storytelling or discussions around environmental issues. New farm-themed lines include wooden Farm Discovery Dividers and a 15-piece character set with detailing. All three sets are made from FSCcertified wood and compatible with the existing Discovery and Small World play ranges already available.

Among the highlights is the further development of Tickit’s Gems & Jewel themed products, including mini versions of the Gem Cubes / Circles Mirror Trays, wooden Butterfly and Shape Lacing Jewels and a new Gem Building Shapes set designed to inspire colourful creative construction.

The product team also introduces two new lines to the stainless-steel range of sensory toys: the giant Sensory Steel Tumble Ball and a set of three Sensory Steel Mystery Mosaic Balls. Made from robust & lightweight shiny metal, they are suitable from birth and are already being selected for pre-orders from trade customers keen to expand their sensory baby ranges.

In line with growing demand, particularly from Commotion’s European customers, several new Translucent Colour sets will also be presented on the Commotion stand. These include smooth, colourful Dinosaurs; Leaves & Seeds and space-themed counters as well as toys for explorative sand and water play, a Tabletop Magnifier and a set of translucent Linking Cubes that pop together and apart with a click.

The Tickit brand combines aesthetics, practicality and learning value in all its products: lacing and counting sets aim to offer both tactile appeal and fine motor skills development, small world play aims to encourages the exploration of language and imaginative play skills, while sensory-focused lines aim to strengthen the brand’s reputation for inclusive resources.

The Puppet Company

01462 446 040 sam@thepuppetcompany.com

Hall 1, Stand C-27

The team at The Puppet Company is gearing up to showcase newness galore at the 2026 Nuremberg International Toy Fair. With product developments, brand-new launches and new licences to announce, the company has plenty to share with retail partners old and new.

Continuing to expand its imaginative range in collaboration with The Natural History Museum, the latest palaeontologist-approved prehistoric plush collection is set to feature six vividly recreated 12” dinosaurs and a pterosaur. Arriving in January, the smaller size will make the new range the perfect impulse purchase or addition to any growing collection.

Another licence set to launch for 2026 is with the RSPB; the delightful Hide-Away Puppet Bug Hotel is designed in collaboration with the leading conservation charity as part of the brand's continued partnership. The charming hideaway is the perfect way to bring the world of bugs to life. The range features four finger puppets for interactive play, including a Female Ladybird Spider, Red Mason Bee, 7-Spot Ladybird and a Common Woodlouse. Supporting vital conservation with every bug hotel, £1 of every purchase will be donated to the RSPB to help support its work.

The Cute Commute collection comprises six plush vehicle finger puppets including a Plane, Boat, Train, Tractor, Car and Bus, that encourage imaginative play wherever families go. Perfect for toddlers discovering the magic of movement, sound and role-play, the Cute Commute collection make ideal gifts for little ones with big adventures in mind.

Also on show will be the enchanting Wilberry range – Dolls, Dancers, Water Wonders and Jungle Friends. Each collection features beautifully crafted, super-soft plush toys designed to be cuddled, displayed and adored. From delightful dolls and elegant dancers in soft pastels to snuggly sea creatures and lovable jungle animals, every piece is made with high-quality materials and timeless charm. Perfect for gifting, nurseries, playrooms and collectors alike, the endearing characters bring warmth and imagination to playtime. Freestanding and easy to merchandise, Wilberry toys are huggable, wonderfully detailed and delightful for all ages.

Hall 12, Stand E-11

YuMe Toys has announced a significant lineup of new and expanded licensing partnerships for 2026. Spanning entertainment, gaming, anime and lifestyle brands, the upcoming ranges highlight YuMe’s commitment to building sustainable franchises with broad consumer and retail appeal. The new collections are being previewed to the trade media ahead of their retail rollout in January 2026.

YuMe Toys is also expanding its collaboration with Toei Animation with the launch of the One Piece Barrel Capsule series in EMEA and ANZ. Each capsule offers a layered unboxing experience, including a clue card, where water-reveal pirate symbols add an element of discovery; stickers; a wanted-poster-style checklist and a scene card; before revealing one of six figurines. Characters include Luffy, Zoro, Nami, Usopp, Sanji and Chopper. Each figure comes with an acrylic display stand and nameplate, while the capsule barrel itself transforms into a display base. The range is highly collectible and will appeal to anime fans and gift buyers alike.

YuMe has also signed a global agreement with Millimages to develop a new range of collectibles based on Molang, the round and cheerful bunny with a strong international digital following. The line includes keychains and straps, presented in themed mini collections such as Snack Time, Scooter Series, Animal Costume Series, Balloon Series and Weather Series. Snack Time (Molang peeking through tasty treats), Scooter Series (ready-to-roll colour-popped scooters), Animal Costume Series (Molang dressed as favourite animals with signature props), Balloon Series (perched atop classic balloon dogs) and Weather Series (seasonal outfits for rain or shine) are all perfect for bags, keys, desks, or bedtime glow. The collection is designed to attract children, teens and young adults, with strong potential across impulse and lifestyle channels.

YuMe is also renewing its licensing agreement with Sanrio to expand the successful Hello Kitty and Friends range across EMEA and ANZ. The refreshed collection introduces figures, figural keyrings, night-lights, pull-back cars, plush, blind-box series and light-up accessories. Highlights include the Camp Light Keychain Figure & Strap Series, a pocket lantern topped with a character head; and the Mushroom Light Series, where Sanrio favourites sit atop colour-changing night-lights. Core characters include Hello

and Cinnamoroll, with a dedicated Kuromi sub-range reflecting the character’s strong following.

Kitty, My Melody, Kuromi

To

Nuremberg Toy Fair

Craft Buddy

020 3417 6565 | www.craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk

Hall 4, Stand D-10

Following another year of strong growth across UK and international markets, Craft Buddy returns to the trade show floor with more creative energy, colour and innovation. The company continues to expand its global licensing portfolio, strengthen retail distribution and inspire consumers of all ages with its blend of collectability and mindful crafting fun.

Craft Buddy promises a vibrant showcase of innovation, sparkle and imagination at this year’s Spielwarenmesse, and will present its spring/summer 2026 collection at the show. The new range marks further additions to the awardwinning Crystal Art brand, which is renowned for transforming creative play into beautiful, display-worthy keepsakes. Headline launches include first-time collaborations with Sanrio’s Hello Kitty, Hasbro’s Peppa Pig and the adorable Fuzzballs brand. Each brings its own distinctive fan base and design language to the Craft Buddy portfolio, from kawaii-inspired cuteness and pre-school icons to evergreen entertainment favourites that span generations.

The company also builds on long-standing relationships with Disney, Warner Bros. Discovery and Carte Blanche’s Me To You, adding fresh creativity and depth across its existing lines. Together, these partnerships showcase Craft Buddy’s continued strength in delivering high-quality licensed collections that align with the season's blockbuster releases, adding further appeal and retail push to children, families and the ever-growing Kidult market alike.

The new introductions capitalise on and sit seamlessly alongside 2025’s standout successes, from the award-winning 2-in-1 Crystal Art Pin Badges and Crystal Art Buddies range to Harry Potter Crystal Art Sticker Album, Wildlife Buddies and Crystal Art Junior. For 2026, these fan favourites will evolve further with blind bag concepts, a new Sticker Album, Pin Badge range, Double XL Buddies, Junior XL Buddies and new Scroll and Poster Kits, extending the display appeal that defines the brand.

For retailers and distributors, Craft Buddy remains the ideal partner for high-impact licensed crafts and collectibles that drive year-round sales and repeat engagement. With its unique combination of family appeal and genuine product originality, every new Craft Buddy launch delivers a true sparkle factor on the shop floor.

Attendees are invited to visit Craft Buddy’s Spielwarenmesse stand to explore the full spring/summer 2026 collection and discover how the supplier continues to set trends in creative play, craft and collectability.

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Hall 5, Stand B-54

Character Options will be showcasing new lines across all key categories in Nuremberg.

Heroes of Goo Jit Zu will deliver more stretchy and squishy products in 2026, with a spring refresh and the promise of new items for Autumn/Winter. Webisodes will also continue, landing throughout January and prompting a second series of Heroes of Goo Jit Zu Meteor Madness. This refresh will see the range get an update on both the Hero and Versus packs, with new fillings and new Meteor Power weapons to discover.

The new wave will also feature a limited-edition update on Rhinostone. The freestanding Ultra Rare Lava Rhinostone will come with a lava-themed filling comprising of a slime and bones upper filling and a rattle bones lower filling. Autumn/Winter 2026’s collection also promises new characters and fillings, and a new theme that will be revealed at Nuremberg Toy Fair.

Alongside this, Character’s game portfolio expands to introduce the Hot Dog Drop game which is inspired by TikTok’s viral Catching Sticks challenge. The electronic game includes a timer and toy sausages; when the timer starts, sausages start to fall randomly and players must catch as many as possible. The winner is the player to catch the most sausages. Players can select from three fun modes to play: Classic Dawg! (easy); Extra Sauce! (tricky) and Follow That Banger! where the timing, speed and order that the hot dogs drop is at its most difficult.

Character will also be delivering more pre-school products, with the Peppa Pig Whizz-Around collection. This range of track and vehicle-based toys allows little ones to experience the world of Peppa Pig for themselves, as families build their own Peppa Pig Whizz-Around world. There is a host of vehicles and track sets to collect, including one brand-new vehicle and two new play sets for 2026. The range encourages imaginative play and the development of fine motor skills and hand eye co-ordination. Children can also play with items in the collection as standalone pieces or build them a track to whizz around, using the road, train and river track pieces included. The track connects easily with a jigsaw-like construction and can be accessorised with traffic lights, trees, fence pieces and more. The range also contains Peppa’s House and Schoolhouse buildings that can be placed on the track; these buildings feature motion-activated sound effects to add to the play experience.

Nuremberg Toy Fair

Wow! Stuff

01902 390 428 | www.wowstuff.com

Hall 4A, Stand C-21

Wow! Stuff will showcase its innovative cross-category ranges at Nuremberg 2026, led by its genredefining, multi-award-winning Puppetronics range, a groundbreaking fusion of traditional puppetry and cutting-edge electronics that brings iconic characters to life for kids and collectors alike.

Expanding throughout 2026, Puppetronics reinforces Wow! Stuff’s leadership in immersive character play with a full range architecture for every fan and occasion. Spearheading the line, Puppetronics by RealFX delivers the ultimate realism with a minimum of 80 integrated SFX. Taking centre stage, the new Pikachu Puppetronic by RealFX introduces Pokémon to the range with over 100 sound and action combinations, interactive sensors and signature design details including a soft yellow plush body, glowing red cheeks and lightning-bolt tail.

The Deluxe Puppetronics line features globally loved characters, each with over 40 actions and sounds combined for a premium play experience. Three new licensing partnerships will debut at the show, introducing Kidult-focused favourites from the worlds of anime, unique plush and superhero pets.

Completing the portfolio, the all-new Palm Puppetronics are minis that fit in the palm, brought to life by the consumer. Offering an affordable entry point for fans and collectors, these palm-sized characters retain the dual-play magic of puppetry and electronics. When characters from the same universe meet, they instantly ‘recognise’ each other with coordinated sounds, providing a standout innovation that sets the range apart. With interactive sensors, hand-controlled movement and character-led responses, Palm Puppetronics bring some of the biggest cult and blockbuster franchises to life while tapping into key movie launches and anniversaries for the year ahead.

Building on the success of its award-winning WWE Championship Title Slap Bands, Wow! Stuff’s WWE lines continue to go from strength to strength. With a new series of the Championship Slap Bands in production, these detailed, pocket-money collectibles will be joined by WWE Mini Mayhem Belts, designed to be worn like rings for compact big-time attitude. Expanding the universe, new collectibles, including WWE Stress Slammers and Clippies, will also debut at the show. Wow! Stuff also announces a new partnership with UFC, adapting its hit collectible formats to introduce UFC Title Slap Bands alongside wearable collector lines, including a 4ft Championship Belt and an animated LED version for ultimate realism.

The company’s long-standing partnership with Harry Potter continues to shine, highlighting its wands and gifting innovations as the pop-culture phenomenon enters a new era. For the Pre-School market, Peppa Pig returns with educational and novelty lines supported by marketing beats tied to key franchise milestones throughout 2026.

Wow! Stuff will unveil Clippies, a new collectible line of wearable bag tags featuring a unique clip design that allows fans to clip, display or wear their favourite characters. Each collection includes nine iconic characters, including one super rare, spanning WWE, Disney Princess, Tim Burton’s The Nightmare Before Christmas and Wednesday. Expanding its share of the licensed character figure collectibles category even further, the connectable collectibles Nano Pods range introduces even more fan-favourite characters with more new reveals planned for 2026.

Horizon Group USA is returning to Nuremberg, making a statement about its commitment to the international market and global expansion. Through the development of own brand lines and building solid relationships with hot properties, Horizon delivers robust licensed craft and activity kits. Its portfolio and renewed focus on strategic partnerships positions the

Horizon is making its return with global launches that demonstrate the company’s market-leading strategy. It has secured the highly sought-after SpongeBob SquarePants licence with global rights for compounds and sensory play categories; a strategic move that establishes Horizon as a destination for high-quality, fun and tactile products centred around one of the

Adding a key collectible element, Horizon is launching Mystery Mini Slime Bag Charms available in both the Squishmallows and SpongeBob licences. These giftable impulse items feature six Squishmallows to choose from and three SpongeBob characters to collect, designed to drive repeat purchases and social media buzz.

The Bikini Bottom gang will also be featured in Slimygloop Gelli Gels - a triple-threat collectible blending licensing, sensory play and fidget trends. Available in SpongeBob and Patrick options, as well as Squishmallows in three different colours, Gelli Gels are filled with slow-flow glitter gel that makes every squeeze satisfying. Their shape-memory design ensures they always bounce back no matter how much they’re squished or stretched, appealing to every demographic of the vast fandoms. Alongside this, Horizon will also have the global launch of Wanderbloom - a new DIY brand designed for girls 4+, championing self-expression through fun, sparkly and simple creative projects. The brand's mission is simple: "Where creativity blooms and magic happens."

The product line focuses on accessible, easy crafting for pre-schoolers, whether it’s making a glittery bracelet or transforming a space into a dreamy wonderland. With sets like the Alphabet Charm Jewelry and the Beauty Playset, Wanderbloom is positioned to capture demand for affordable, rewarding DIY play for young girls.

As Horizon returns to Nuremberg in 2026, international buyers are provided with an opportunity to connect and collaborate. Those interested in meeting Horizon can find the company in Hall 12 - to secure a spot, make an appointment through the Spielwarenmesse Portal, or email Grant Gie directly on the details

Sensory Steel Tumble Ball

Just Play UK

uksales@justplayproducts.com

Hall 6, Stand C-11

At Spielwarenmesse 2026, Just Play will showcase an impressive portfolio of new launches across its key categories, including pre-school, collectibles and plush.

Disney’s Stitch remains a powerhouse in 2026, and Just Play is expanding the line with fresh, collectible-driven innovation. Among the highlights is a new animal-themed series of Blind Collectible Capsules, allowing fans to collect Stitch and Angel dressed in a range of adorable animal disguises. Adding even more personality to the line is the Disney Stitch Many Moods Angel, an expressive feature plush that showcases LCD eyes and over 50 sounds and reactions, bringing Angel’s charm and attitude to life like never before.

Younger fans will be delighted with a robust lineup inspired by Disney Junior Mickey Mouse Clubhouse+, which has relaunched as the top Mickey Mouse series of all time. Just Play’s range brings the show’s magic into the playroom through a variety of show-toshelf products. For Minnie Mouse fans, the Disney Junior Minnie Mouse collection features items such as the Ring Me Rotary Phone, Bowtique Cash Register, a six-inch Ballet-themed Minnie Mouse Fashion Doll and the Pet Hotel Playset; the ultimate destination for Minnie’s furry friends.

The FurReal brand continues its momentum into 2026, following the success of Coco the Tumbling Panda and Maggie the Feed & Follow Cow. Visitors to the stand will get an exclusive first look at new innovation set to debut later in the year, which is heavily under wraps and slated for launch later in 2026.

Just Play’s collectibles portfolio continues to thrive, offering something for every type of fan and collector. Disney Doorables expands its world of whimsical miniatures with new themes, characters and surprise-packed sets designed to deliver endless surprise and delight.

Duckalooz, the pocket-sized, dressed-up duck collectibles that have captured global attention, will see a wave of new designs and formats, and Tiny Nightmares, the fashion-forward horrorinspired lifestyle line, introduces new waves of characters and more ways to collect in 2026.

Hall 4, Stand F-95

Launching in 2026, One For Fun is introducing a new range of sensory and ASMR products across the Tobar and HGL brands. Sensory, fidget and food continue to be hot trends for 2026, and HGL is also adding to its pocket money line-up with more squishy, squeezy, stretchy impulse buys. Joining the lineup are the new Sea Sheep, Moshi squidgy creatures inspired by real marine life. Having previously seen success with Fidget spinners, alongside many other toy crazes, HGL is now introducing Fidgix – a premium range of metal fidgets aimed at the Kidult market. Including a spinning cube, a spinning sphere, a gear spinner and an original wheel spinner, these are all ideal for the desk or the pocket.

3D printed Dragons now join the lineup, along with a new range of Slime and Putty, featuring new additions to the MYO Food slime. Award-winning Pick n Pop putty, with a massive following on social media, has new themes including capybara, axolotl and bear paws. Charms and crystal string allow the beads to be popped out of the silicone, so that children can make and gift their very own designer bracelets. The beads make an immensely satisfying ‘pop’ when they are picked.

The Scrunchems ASMR range is designed to trigger the Autonomous Sensory Meridian Response, which has been described as a brain massage. This year, the range will be extended to include the ASMR square, full of tactile, squeezable beads in two different colourways, perfect for sensory stress relief. The ASMR rainbow unicorn follows the same beaded, scrunchable form as the Scrunchems ASMR squishball. Scrunchems will also see a brand-new vending machine packed full of mini favourites – 10 capsules each containing a squishy. The Scrunchems Surprise Box has six compartments, each hiding a treasure behind a tear-away window. Squishies galore, including a brand-new, cute sticky squishy range with lots of texture and sensory feel. Sugar Scrunchems are also new; kids can choose from a glittery capybara, a smooth axolotl, mini fruits (banana, strawberry and orange) or mini sugar dumplings, with the chance to find a rare rainbow glitter glow in the dark dumpling.

Sensory feel with a wildlife twist will be on show too, with the Animigos World Of Nature plush range encompassing everything from a kitten to a capybara.

Ozbozz outdoor ranges will this year see the launch of new scooters with innovative technology to add to the fun.

Brainstorm

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

Hall 12, Stand B-03-2

Brainstorm returns to Spielwarenmesse with new STEM ranges for children of all ages. The Outdoor Adventure Walkie Talkies join the Outdoor Adventure collection from Brainstorm’s own brand. The lightweight, brightly coloured pair of walkie-talkies comes with an outdoor range of up to one kilometre. Each comes with a carry clip and a built-in torch for every mission.

For even bigger adventures, the Outdoor Adventure Mega Explorer Kit has everything a young explorer needs, including nine tools for field trips and nature studies. A large storage bag features a net, brush, tweezers, two storage pots, a trowel, a microscope and binoculars.

Build a Body is a hands-on anatomy set featuring a 28cm human model with 29 removable parts, including a full skeleton and colourful organs. Children can explore bones and organs in detail, then display the finished model on its clear stand. A secret code also unlocks human body facts online.

The Natural History Museum T-Rex Excavation Kit is a hands-on set that comes with tools to chip and brush to reveal a realistic prehistoric skeleton, which can be assembled into a 20cm model. The kit also includes a replica ammonite fossil. A colourful poster adds to the experience, while a secret code unlocks extra T-Rex facts online.

Nuremberg Toy Fair

Addo Play

www.meccano.com | hello@addoplay.com

Hall 12.0, Stand B-04-5

Addo Play is gearing up for its very first appearance at Nuremberg’s Spielwarenmesse where the company will be exclusively featuring Meccano. With over 120 years of engineering heritage, Meccano is set to inspire a whole new generation of builders. For more than a century, the brand has been a real-world engineering system, empowering builders of all ages to bring ideas to life through hands-on play. Meccano is built on durable, high-quality materials and real metal parts and tools, setting a high standard for construction play. Now, under the stewardship of Addo Play as part of its long-term licensing agreement with Spin Master, Meccano is entering a new era; one that proudly celebrates its rich legacy while boldly embracing innovation.

At Spielwarenmesse, Addo Play will present The Evolution of Meccano, unveiling a bold new look and new product categories that honour the brand’s heritage while showcasing its forward-thinking spirit. Visitors will discover refreshed packaging, simplified builds and the same signature engineering DNA that has inspired generations.

This transformation is all about making engineering more accessible, engaging and fun for everyone, from curious beginners to passionate creators. Whether it’s for a gift, a hobby or a hands-on learning adventure, every Meccano set aims to deliver a building experience that sparks imagination and celebrates creativity.

www.zurutoys.com | sales@zuru.com

Hall 12.2, Stands P-16, P-19,

P-22

Zuru returns to Nuremberg Toy Fair 2026 with a showcase of innovation, play value and performance. The company’s portfolio spans collectibles, blasters, plush, robotics and arts and crafts. At the show, the company will spotlight two headline launches: My Mini Baby Disney Series 1, blending Disney magic with miniatures, and FIFA Ballers, an officially licensed collectible range celebrating global football fandom. These join an expanding line-up including Mini Brands, Slime Mart, Fuggler, Hug-A-Lumps, Snackles, Max Premium, Xshot, Pets Alive, Rainbocorns, Smasher and Robo Alive.

Other highlights include new launches from Mini Brands, comprising of Mini Brands Fashion Create Masterpieces, which enables fans to craft miniature artworks, and Really Works, debuting with the Magic Cook Kitchen range of functioning mini appliances. Each new line reinforces Mini Brands’ position as a collectible experience for fans of all ages. Max Premium, the high-end collectible construction range evolves to combine building experience with functional designs, while Fuggler’s ever-growing global fanbase spotlights its next chapter, with fresh new ranges and licensed crossovers.

For sales enquiries, or to make an appointment for the show, contact Zuru using the details above.

Chengzhen International

(852) 2312 0610 | www.msztoys.com | sales09@caipotoys.com

Hall 7, Stand C-11

Chengzhen, a Hong Kong-based toy company, specialises in producing a wide range of licensed cars under the brand MSZ (Metal Speed Zone). The company continues to make waves in the die cast toy market, offering an innovative lineup of high-quality die cast vehicles.

The 1:32 scale series is a star performer for the company, boasting over 100 car models. These vehicles come alive with realistic lights and sounds; consumers can open a car door and watch the lights flicker on while the engine roars or the horn beeps.

The Aston Martin Vantage GT3 is also launching soon, alongside Italian marque Maserati MC20 GT2, set to hit shelves in Q1 next year. MSZ’s EV lineup has welcomed the Porsche Taycan Turbo S Cross Turismo and the striking Lamborghini Temerario, both recently released. These EV models pair perfectly with an innovative charging station.

MSZ’s 1:43 scale series (about 4.5”) features a wide array of cars spanning street, JDM and racing cars. There’s something for everyone, from children to collectors. The compact die cast are ideal for driving sales in the Pocket Money category and will be joined by new models the Aston Martin Vanquish and Subaru WRX, both expected to hit the market soon. Whether for play or display, these models are ideal for car enthusiasts. Looking ahead, Chengzhen is placing greater emphasis on its 1:24 scale line. The upcoming lineup includes the Lamborghini SC63 and the 1970 Chevrolet Chevelle 454, both under development and set to launch in the first half of 2026. These models will also feature MSZ’s signature light and sound functions, making them irresistible to collectors and kids alike.

To support its growing portfolio, Chengzhen inaugurated its third factory in 2025 – a testament to its commitment to quality and scale. The company will be exhibiting at the upcoming HK Toy Fair and Nuremberg Toy Fair, offering buyers a first-hand look at its latest innovations.

SCAN ME

Nuremberg Toy Fair

Hall 12.2, Stand P-09

HTI is gearing up for the year ahead at Spielwarenmesse 2026, where visitors will be treated to a dynamic showcase of the company’s leading global brands and latest innovations. The company continues to deliver high-quality, designled products across multiple categories – from Vehicles and Dolls to Wheeled Toys, Role-Play, Arts & Crafts, Stationery and Plush – supported by strong retail partnerships and powerful marketing campaigns that drive year-round visibility and consumer engagement.

The company’s flagship Teamsterz range has significant investment in innovation, refreshed packaging and expanded product lines designed to appeal to a broad range of consumers. Building on its global growth, Teamsterz is extending its popular pre-school and themed categories with new launches such as Beast Machines Aqua Attack, Grow With Peppa Pig’s Family House and Push & Go Vehicles. Supported by robust marketing initiatives and digital assets, Teamsterz maintains its position as a key global driver in the vehicle category, offering outstanding quality and value across every price point.

In the Wheeled Toys sector, Evo continues to set the pace with trend-led innovation. Visitors can look forward to bold, on-trend colourways, integrated lights and standout designs across the scooter and ride-on collections. Hero items such as Light Storm, Neo Rider, Unicorn Quad and Paw Patrol Bubblz Move n Groove reinforce Evo’s status as the go-to brand for wheeled play. With growing awareness across international markets and strong brand insights and performance data, the brand is on track for another exceptional year.

Baby Chic highlights include the Baby Boo Cry & Wet Doll, Peppa Pig Character Stroller with Baby Evie and Baby Evie’s Changing Table. Featuring refreshed fabrics and coordinated designs across the Peppa Pig, Gabby’s Dollhouse, Bluey and Joie collections, Baby Chic is supported by compelling marketing collateral, lifestyle imagery and engaging video content to enhance consumer appeal both in-store and online.

Elsewhere, Smart Play, HTI’s Pre-School category, continues to champion imaginative and educational play through a strong portfolio of well-known properties. Smart Play builds on its record growth with new SKUs, including the Bluey DJ Deck, Paw Patrol Chase Telephone and Gabby My First Tech Set. Artventure and Scribblz bring a vibrant world of creativity and expression across Arts & Crafts and Stationery. Artventure, spanning both its own brand and licensed lines, includes creative hits such as the Spidey Light-Up Scribble School and Stitch Giant Airbrush Feltie. Scribblz, HTI’s licensed stationery collection, delivers trend-driven products including Glitter Marker Pens and Secret Diary Sets, supported by major global licences including Disney, Marvel and Paw Patrol. Both ranges benefit from refreshed packaging, enhanced shelf impact and year-round marketing support, encouraging creative play and artistic discovery for families and early learners.

John Adams

01616 526 661 | blacker@johnadams.asia | richard@johnadams.co.uk

Hall 5, Stand D72

John Adams Leisure will be returning to Nuremberg with a new stand. After a successful 2025, Flip Ems are back with new scented, squidgy characters. These soft-bodied challenge toys are inspired by the viral bottle-flipping trend, with each Flip Ems character coming in its own reusable display case, ideal for tossing in a backpack and flipping on the go.

Joining the Arts & Crafts category is Pin It! The pin badge maker is for children 6+ and has also proved popular with tweens, teens and kidults who love to collect, customise and share their pins.

The pin badges magically dry in five minutes using the special unit, and the kit creates 15 different collectible badges.

Elsewhere in Arts & Crafts, the craft accessory ranges, Lockitz and So Squishy, have expanded with new additions. The Lockitz range combines the evergreen bag charms trend with positive message zoom beads that fashion-focused girls 6+ can wear and share. So Squishy capitalises on fidget and sensory play with wearable squishy bracelets, necklaces and rings for children aged five and over.

The Spell Seekers Interactive Spellbook is also making an appearance. This wand-activated spellbook has over 30 features to discover, including spells, potions, companions and secrets to reveal. It also talks and has extended play value through unlockable bonus spells.

In the John Adams doll portfolio, Tiny Tears will celebrate 60 years as the UK's original crying and wetting doll, now refreshed with luxury boutique styles in 12" and 15" soft-bodied formats, featuring interactive dolls all with premium gifting appeal and multi-generational recognition. DollsWorld has over 30 years of strong brand awareness and offers value spanning all price points, from cuddly bean-filled dolls to fully functioning interactive models. Accessories such as nappies, bottles, carriers and highchairs will drive basket-building and repeat purchase opportunities.

All key lines will be supported with strong content plans and digital assets.

John Leisure

Fast-growing brand

Stretcherz continues its momentum, expanding into new territory with Slam Page Wrestlers – a bold new sub-category inspired by the high-energy world of wrestling, bringing character, action and stretchable mayhem to the range. New introductions, including Skull Squad, Lab Attack and XXL Slammerz, build on this success, strengthening Stretcherz’s position as a leading collectible line.

Completing the lineup, HTI’s Plush portfolio offers a diverse mix of in-house and licensed favourites, from Cosy Cuddles and Luv-aBoos to SpongeBob and Qwerkables.

01616 526 661 | kay@john-toys.com

Hall 12.2, Stand P-12

John Leisure is celebrating three anniversaries at Spielwarenmesse 2026, marking a significant milestone in the company’s history. The show will mark John Leisure’s 70th appearance, as one of the show's longest and oldest exhibitors. The company is also turning 100, and the team will celebrate this huge milestone by holding a celebration event at Red Night on Thursday, 29th January, on its stand.

John also celebrates its long partnership with Disney, marking 50 years of being a proud Disney licensee. John continues to be a leading European specialist in the world of balls and outdoor toys, with an unmatched portfolio of character-licensed merchandise and sports products.

In addition to these significant milestones, the company has announced its latest partnership with the BBC to launch a new line of Bluey-inspired outdoor toys and expand on its world of balls. The company will showcase the full range at the show and encourages visitors to stop by the stand to experience the new lines for themselves.

Allegedly

The BTHA has unveiled its latest annual survey of online marketplaces, with depressingly familiar results. Yet again, a huge percentage of toys bought from seven online platforms (AliExpress, Amazon, eBay, Shein, Temu, TikTok Shop and Wish) failed miserably to meet UK toy safety standards. 90% of this year’s tested batch were either deemed unsafe or failed legal labelling requirements. It feels like Groundhog Day, but kudos to the BTHA for continuing to highlight this sorry situation and press the government to deal with it. Hopefully one day the penny will finally drop, and politicians will be brave enough to do what needs to be done. In the meantime, we all need to keep banging the drum that consumers should be vigilant when ordering toys online and stick to trusted sites which do take safety seriously…

Amazon has announced that it will be shedding around 14,000 jobs in its corporate division across the globe as part of an efficiency drive, even though it announced a 13% year-on-year sales increase in its second quarter results at the end of July. There have also been suggestions that this is just the thin end of the wedge, and that more cuts will follow. The blame for the cull has been laid squarely at the feet of AI: an Amazon senior vice president was quoted as saying that the cuts were needed because AI is “the most transformative technology we’ve seen since the internet. We’re convicted that we need to be organised more leanly, with fewer layers and more ownership, to move as quickly as possible for our customers and business.” It certainly appears that AI is likely to be a major threat to jobs moving forward. Not to mention the fact that the amount of energy it uses makes any sort of push towards net zero that much harder…

I gather that a couple of retailers were negotiating pretty hard out in LA in September – and by ‘hard’ I mean making frankly ridiculous offers, such as saying suppliers should accept $2 for lines they were quoting at $10. I am sure the rejections were polite, but firm – at least, a lot more polite than what the suppliers said when they were recounting the tales to me…

Along with the arrival of the festive season comes the propensity for certain retailers to discount toys – it’s a tale as old as time, and sadly I don’t see it changing any time soon. There will always be a debate about the rights and wrongs of promotional offers, particularly when they involve current lines that are selling well. No-one is quibbling the products brought in specifically to be part of a sale, nor the own-brand lines (often part of retailers’ sale offering, perhaps because of the greater margin flexibility, or simply because the public hasn’t been buying at predicted levels and own-brand stock can’t exactly go anywhere else) or the clearance lines that retailers eagerly seize upon to simultaneously deliver extra margin and allow them to offer consumers a tempting deal. But when it’s a new range which is stocked trade wide

that has been performing well across the board and has demonstrated that it doesn’t need to be reduced in price to sell, that’s another matter entirely. So it was that Argos upset quite a few retailers when it offered a 20% discount off several such currently successful ranges. Of course, Argos won’t care – they are doing what they feel is right for them. Personally, I’m not convinced that the toy companies are funding these markdowns or are in any position to stop Argos doing it. But these days, it’s inevitable that when one retailer decides to knock the price down, others follow pretty soon after – and thus we find ourselves in peak season taping metaphorical £5 / £10 notes to products that were selling perfectly well without the reduction. The phrase ‘shooting ourselves in the foot’ springs to mind. The problem is that this happens every year, and unfortunately there is very little that can be done to stop it…

A similar thing happened after the DreamToys event –within days, several of the featured toys had been reduced in price by up to 25%. The shame is that I heard from companies that they’d seen an upturn in sales from accounts that hadn’t necessarily cut the prices – just as I heard had happened the previous week when This Morning ran a feature on top toys for Christmas. So, although it's a relatively small sample base, it appears that it was the publicity that was driving the increase in sales, rather than the price reductions…

Argos is one of the few multi-channel retailers to feature toys as part of its messaging this year – albeit in a rather unusual way. If you haven’t seen the ad, it stars that chap who plays Will in The Inbetweeners (looking a bit like Nic Aldridge these days, it must be said) who gets ‘carjacked’ by Connie the doll and her dinosaur sidekick Trevor, who appear to have taken on rather sinister new personas (was the ad directed by Guy Ritchie?). The premise of the ad is focused on the comment “Argos – they only sell toys, don’t they?” It’s quite a bold statement – although it does rather set up a particular punchline which I would imagine quite a few toy suppliers have been shouting at the TV (I’m sure you can work out where I’m going with that) …

It was great to see The Fence Club appoint its first-ever female chair at its recent AGM, as Jacqueline Taylor-Foo took the reins from outgoing chair, Derek Scott. This is undoubtedly a historic milestone, and a fitting way to mark the Fence Club’s 75th anniversary. The Club has come a long way in that time, and the past decade has seen it transformed from its ‘old boys club’ foundations to a truly inclusive organisation which (finally) reflects the industry which it represents. With more women in line for the Chair role in the coming years, this can only be good for the Club and its valuable fund-raising efforts. And I can’t wait for the toast to ‘the men’ at the Christmas Ball in December.