Toy World Magazine January 2026

January 2026 Volume 15 Issue 05

©2026 &TM Spin Master Ltd. All Rights Reserved. TM & ©2026 Paramount Pictures. All Rights Reserved.

20th-22nd JANUARY 2026 AT OLYMPIA, LONDON Pre-register for your FREE visitor badge at toyfair.co.uk Meet over 250 exhibiting companies in one place

Establish new partnerships and strengthen relationships

See brand new product launches and trends for 2026

Meet Funko, One For Fun, Jazwares, Canal Toys, MV Sports & Leisure, Plum Play, The Toy Project, and many more!

Please note Toy Fair is unfortunately not open to the public.

For more information on exhibitor and sponsorship opportunities please email Rebecca@btha.co.uk For PR enquiries please email toyfair@retailpr.co

Get access to unique on-site retail offers

Download the NEW Toy Fair app to connect with other attendees, sche dule meetings, explo re exhibitor profiles and uncover exclusiv e show offers

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The Team...

John Baulch

CONTENTS January 2026 Volume 15 Issue 05

Publisher and Managing Editor john@toyworldmag.co.uk 01442 502 408

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405 07710 532 952

Anita Baulch

Circulation and Financial Director anita@toyworldmag.co.uk 01442 502 408

Caroline Tonks

94 Hot Properties

50 Company Profile: Golden Bear

News

Regulars

Features

09 12 30 34 84

36 Generation Media 38 Circana 52 Letter from America 68 Opinion: Asha Bhalsod 70 Letter from Australia 328 Fresh 336 Allegedly

48 50 56 58 62 66 74 94

From the Publisher News Industry Moves Marketing World Licensing World

Editor caroline@toyworldmag.co.uk 01442 502 406

Special Feature: Giraffe Insights Company Profile: Golden Bear Opinion: Tim Mulhall Company Profile: Hunter Price Q&A: Generation Media & Portal Studios Opinion: SuperAwesome 2026 Preview Hot Properties

Contributors Gabriela Garcia

Circana | Mark Buschhaus | Stephen Barnes | Rick Derr | Asha Bhalsod Clive Green | Tony Bugg | Tim Mulhall | Sam Clough | Maxine Fox

Chloe Thomas-Evans

Turn to page 130 to read our extensive Toy Fair 2026 preview section

Assistant Editor gabriela@toyworldmag.co.uk 01442 502 406

Assistant Editor chloe@toyworldmag.co.uk 01442 502 406

Alakat Published by

Mark Crowford

Design and Production Manager markc@toyworldmag.co.uk 01442 502 405

Simon Lewis

Managing Director simon@lewisbusinessmedia.co.uk 01825 983105

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

Toy World 7

Toy World Magazine

The Maylands Building Maylands Avenue Hemel Hempstead Herts HP2 7TG

A

very happy New Year to you all. I hope you had a wonderful Christmas, and you are fully rested and ready to face the madness of January. This issue is here to make that process just a little bit easier for everyone in the toy community.

In a few short weeks, the London Toy Fair will be opening its doors at Olympia, while the following week will see the Spielwarenmesse take place in Nuremberg.

If you are heading to either event, this bumper edition – and the accompanying Nuremberg supplement – offer a comprehensive overview of the best new ranges being launched at both shows.

from the publisher

John Baulch - @Baulchtweet

There so many benefits to attending trade fairs – the networking, finding out how your trading partners have been faring and what has been working well (and not so well) for them, the chance to hear presentations and talks from leading industry figures – but by far the most important element is the opportunity to view so many of the new products that will be hitting the market in the coming months, all under one roof. It would take you a couple of months to see that many launches at individual previews. There is also the advantage that if a product has made it this far in the process, it is almost certainly going into production (unlike some ranges showcased at early preview events). You can also get a good idea of what the finished product and packaging will look like, and possibly even an understanding of the marketing and promotional activity being planned to support it.

As ever, making the most of whatever time you have allocated to visiting the fairs is crucial. Advance preparation is key: as I have said many times before, no-one has time to read much during the shows, as they race from stand to stand in an attempt to see as many exhibitors as possible. Which is why we pull out all the stops to ensure this issue lands on your desk and is available to read online several weeks before the shows open, giving you a snapshot of all the key new ranges that will be showcased in London and Nuremberg.

So, grab a brew and that large box of biscuits left over from Christmas and dive in. Literally hundreds of the leading toy companies have battled embargoes and the challenge of obtaining assets and photography on new lines so that you can get a glimpse into their exciting new introductions and decide to visit them at one of the Fairs.

However last year ended up for each retailer and supplier – good, bad or indifferent – we have all gone back to zero, and we start over again from scratch

with a metaphorical blank sheet of paper / screen (delete according to technological preference). And just for once, let’s hope we have a ‘normal’ year ahead of us, without a pandemic, shipping crisis, economic turbulence, tariff shenanigans or any other curveballs to contend with. Just a standard - maybe even boring – year so we can focus on the business of selling toys.

One of the challenges of writing this column every year is that fact that I need to put pen to paper in the middle of December, with some of the most critical trading days still ahead of us – hence a little crystal-ball gazing is required. My suspicion is that the last week or so will have been more crucial than ever this time round. Anecdotally, I gather that November was ok, but nothing special until the last few days of the month, when trading seemed to pick up. Amidst reports of a lack lustre Black Friday weekend for retail in general, the toy category seemed to fare reasonably well over that period. Good news… except I gather that after Black Friday, there was a significant drop-off at some of the larger accounts. It appears that while the promotional offers on toys had been strong, once they came to an end, so did the short-term uplift in sales. I heard on the grapevine that this left a few retailers concerned about the level of stock carryover into the New Year. In the end, did they just accept that and hold onto it, or was there more heavy discounting over the final week to clear the decks for a fresh start to 2026?

Either way, as I sit writing this piece, it very much looks like Christmas 2025 will go down to the wire yet again. I imagine that many businesses in UK and Ireland have planned to break up on 19th December, which is when most people will be paid for December.

That leaves consumers five days to finish last-minute shopping. I doubt many people will want to sit around doing nothing for that length of time, so I can envisage plenty of busy High Streets and Retail Parks in the final few days. At least, I hope that is the case…

So, enjoy this packed edition, which has been lovingly curated by the Toy World team, and I look forward to seeing as many of you at the London Toy Fair as possible. If you read my Friday Blog, you will know that I have been managing a health condition for the past few months, which sadly precludes me from visiting Nuremberg this year. Disappointed as I am to be missing out this year, the Toy World team will be there in force, and I look forward to returning in 2027.

But I am thankfully able to be part of the London show, which I am looking forward to immensely. See you there.

Making lives more playful Contact us today to find out how our exclusively-senior expertise, deep market knowledge and unique FOCUS methodology ensures we deliver playful-yet-transformational results for clients. www.playtimepr.com | 01908 032 700 | tw@playtimepr.com

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Toy World 9

News BTHA Toy Retailer of the Year finalists revealed The British Toy & Hobby Association (BTHA) has announced the finalists for the Toy Retailer of the Year Awards 2025. The awards recognise the very best in toy retail, product design and toy supply for the UK and Ireland and celebrate outstanding achievement and excellence.

The awards are judged and presented by the British Toy & Hobby Association and recognise outstanding performers within the independent, specialist multiple, grocer, department store and online retail channels. The judging panel is made up of nationwide industry experts from BTHA membership, the BTHA Council and the toy industry press. The shortlist is: Independent Toy Retailer of the Year (single store) Dalscone Toy Shop, Dumfries Toys N Tuck, Southend On Sea Banba Toymaster, Dublin

Partnership Award Selfridges Smyths B & M Stores

Independent Toy Retailer of the Year (multi store) Howleys Toymaster SMF LTD / Toytown Toy Barnhaus

Outstanding Achievement Award Toys Toys Toys, Liverpool Booghe Toys The Entertaine

Toy Department of the Year Fenwick Toy Emporium at Webbs Garden Centre, Wychbold Garsons Garden Centre, Esher

Online Excellence Award Amazon Smyths Very

Multiple Toy Retailer of the Year The Entertainer Argos/Sainsburys Smyths The winners of the prestigious awards, including Overall Toy Retailer of the Year for 2025, will be announced along with any other special BTHA awards as well as the Toy and Supplier category awards, proudly presented by the Toy Retailers Association, on Tuesday 20th January 2026, at an evening function on the first evening of Toy Fair 2026.

Wow! Stuff announces strategic UK distribution partnership with KTL Wow! Stuff has announced a new distribution partnership with KTL (KandyToys), one of the country’s leading toy distributors renowned for its retail reach to independents and customer relationships.

The partnership will see KTL take on distribution of Wow! Stuff’s growing portfolio, helping to extend the brand’s footprint within the independents, which is a key focus for the company in 2026. KTL will debut the full Wow! Stuff range at London Toy Fair in January 2026, showcasing its breadth of innovation across every price point, from the fast-selling WWE lines to the cutting edge Puppetronics range and more.

Graham Gardiner, UK Sales and Global Sales Operations director at Wow! Stuff, said: “KTL’s phenomenal distribution network and deep relationships across UK independent retail will help us reach even more customers with our award-winning innovation. At Wow! Stuff, we create toys that are innovative, on brand and in universe, and KTL’s strength in bringing great products to indies makes it the perfect partner for this next phase of growth.”

Freddie Martin, managing director at KTL, added: “We’ve long admired Wow! Stuff’s creativity and its ability to deliver innovation at every price point, from pocket money to premium.

Its ranges are fresh and exciting, and always full of imagination, which fits perfectly with what KTL stands for. We’re delighted to be working together to bring these brilliant products to more retailers than ever before.”

The partnership marks a strategic move for both companies ahead of a major year of launches, with both teams confident the collaboration will unlock new growth in the UK independent market.

For more information on Wow! Stuff, visit www.wowstuff.com. For sales, please contact sales@wowstuff.com. For more information on KTL, contact enquiries@kandytoys.co.uk.

Come and see

at Toy Fair

STAND B23

you can also pick up a copy of this issue at the show entrances Toy World 12

News Zuru opens new London office and showroom Zuru has announced a major expansion to both its UK and global operations with the opening of new offices and a state-of-the-art showroom in London.

The world class hub marks a significant milestone in the company’s UK growth strategy and reflects its continued investment across key European markets.

Zuru’s new 14,000 sq ft UK hub includes two floors of bespoke showroom space totalling approximately 10,000 sq ft and featuring 43 individual display rooms.

The showroom incorporates an immersive digital experience, utilising over 350 individual screens. This state-of-the-art display system has been designed and manufactured in-house and is purpose-built for Zuru to deliver a unique and fully interactive experience for customers viewing the complete product portfolio.

Since purchasing the 60,000sqft property in January 2025, Zuru has undertaken a full refurbishment, adding new lobbies and integrating new amenities such an end-of-journey facilities, bike parking, a café area and enhanced external landscaping.

“This is a major step for Zuru,” commented Nick Mowbray, founder and CEO, Zuru Group. “London is a powerhouse of innovation and talent and opening this showroom puts us right at the centre of it. We’re building these hubs around the world to showcase what’s possible when great product, great thinking and great partnerships come together. I’m hugely excited to bring Zuru’s energy to London and work even more closely with our partners here. “ Dedicated rooms feature category-leading brands such as Mini Brands, XShot and Bunch O Balloons, as well as Monday Haircare, Daise, Bonkers, Nood Pet food and Rascals Nappies.

The showroom includes the latest prototypes and further enhances the immersive experience.

In addition to housing its own teams, Zuru is creating workspace opportunities for start-ups and New Zealand businesses expanding into the UK, reflecting the company’s origins as a New Zealand start-up. The building will also offer tenancy options for co-working, serviced offices and private office spaces.

Toymaster 2026 May Show exhibitor space sold out The independent buying group has announced that its hugely popular Toymaster May show is sold out for 2026, when it once again returns to Harrogate.

A spokesperson for Toymaster said, “We are pleased to announce that the Toymaster 2026 May Show is sold out. All the stands for the May Show are now filled, and we want to give a big thank you to all our suppliers for supporting the show and getting involved. We’ve got a great mix of exhibitors lined up, giving independent retailers plenty of choice when it comes to finding the best ranges and products for their stores.”

The group said it looks forward to welcoming everyone back for another fantastic show when it returns to the DoubleTree by Hilton Harrogate Majestic Hotel & Spa from Tuesday 19th – Thursday 21st May 2026.

The three-day Toymaster May Show attracts independent retailers from across the country, regardless of whether or not they are members of the Toymaster buying group, and is popular within the trade thanks to its laid-back, yet professional, atmosphere and sociable evening entertainment.

Last year’s show included a fabulous Disco Night as well as the traditional awards evening, when top members and suppliers are recognised for their contributions to the toy industry.

As always, the Toymaster team will be on hand at the show to discuss the many benefits of membership with interested retailers. Ahead of the May show, the team will also be hosting its traditional Toymaster Lounge at London Toy Fair (Upper Level 149), where visitors will be able to discuss Toymaster’s free window display programme, catalogues, central invoicing system and much more.

KAP Toys joins forces with P&C Toys KAP Toys and P&C Toys will work together in 2026 to support their mutual business interests in the UK & Ireland.

Throughout 2025, P&C Toys, a leading Chinese manufacturer, has been establishing a direct to retail business for its core product categories of pre-school, vehicles and outdoor. The full range can be seen in a purpose-built showroom in Hong Kong (P&C Toys Room 304A, 3/F, Empire Centre, 68 Mody Road), while a core range will be on display at London Toy Fair (KAP Toys, Stand UN66) and on a dedicated stand at the Nuremberg Toy Fair (Hall 6 A-11).

Nathaniel Southworth, MD for KAP Toys, said: “I was introduced to P&C in 2024, and it became clear the company has many products that children should enjoy across the UK & Ireland. Not every product needs to be supplied on a domestic basis, and the team is highly proficient in servicing FOB purchases directly. The range of product P&C has, and the licences it is now signing, means we need to discuss with all our partners the opportunity to develop domestic distribution, and we begin these discussions in 2026. From award winning radio control development through to a long list of licensed items, I think customers will want to take a look at the official Formula 1 licensed range - particularly the World Champions McClaren.”

Kenny Pui, GM for P&C Toys, commented: “Our business continues to grow and develop each year. We made a great start with retailers in 2025, and we wish to accelerate this in 2026.

We have secured the B Duck licence for outdoor toys, which taps into the growing trend of premium Asian licences excelling in Western markets. Our core vehicles category not only has recognised vehicle brands such as Yamaha, Kawasaki. and Ford etc. but now includes cross category racing marques in Rally and Formula 1."

"I am very excited to see the customer reaction to our Williams Racing and McClaren team products," he added. "Although I know many customers are often just as excited about our New Holland farm vehicles. We look forward to welcoming them to Hong Kong or meeting with them in Nuremberg.”

KAP Toys will showcase examples of the extensive range on stand UN66 at the forthcoming London Toy Fair. Customers can contact the team now to secure an appointment (orders@ kaptoys.com).

For an appointment in Hong Kong or Nuremberg please contact Kenny’s team via info@pnctoys.com.uk.

Toy World 14

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News MGA’s Miniverse expands with new launches As the collectibles market continues to thrive, driven by creativity, nostalgia and self-expression, today’s diverse fan base continues to fuel consumer demand. MGA’s latest Miniverse ranges of animal-inspired and baby collectibles have been designed to capture the imagination of kids, Kidults and adult fans across the UK. The new MGA’s Miniverse: Make it Mini Animals range comes fully equipped with detailed enclosures and realistic accessories to help make mini pets feel at home. From mini hamsters in a ball, to a cute axolotl in a tank and adorable rabbits, collectors can collect pets and craft tiny, lifelike habitats for the mini animals. With so many tiny pieces and pets to collect, there’s also the opportunity to custom-design habitats by mixing accessories across different sets. The Desert Chameleon adds additional play features to the product, as it changes colour under UV lighting.

The brand-new MGA’s Miniverse: Make it Mini Real Baby brings the joy of caring for a baby into the world of mini collectibles. Collectors can look out for eight adorable mini-babies, plus miniingredients to make their own baby food. Each capsule transforms into either a feeding station or crib for the mini baby, so consumers can show off their own creations and tuck their little one in for a nap after mealtime.

For trade enquiries, contact 07488 335 251 or visit www.mgae.com.

Thames and Kosmos UK announces retirement of founding directors Thames and Kosmos UK’s founding directors, Stephen O’Connor and Joanna Drage, retired at the end of 2025. Stephen and Joanna launched the UK distribution arm for Stuttgart-based company Kosmos at London Toy Fair in 2010 and have grown the company from a one-man-band to be a leading science kit and board game distributor in the UK. When they bowed out at the end of the year, they handed over the reins of the company to their first ever employee Emma Hanlon, who has been with the company for 12 years, and Andrew Morris, who has been with the company for 18 months.

Managing director, Stephen, said: “We have really enjoyed working in the toy industry, and would like to thank the many customers and suppliers in the industry with whom we have shared countless fabulous, hilarious and (mostly) memorable times. We will really miss meeting old friends at the shows every year, however, it’s now time for us to hang up our clogs and let the new generation take the company forward. We wish them all the best for the future.”

The company can be contacted on 01580 713 000.

Marvin’s Magic unveils new magic shop at Hamleys In December, Marvin’s Magic announced the grand unveiling of its new magic shop within Hamleys of London. Opening in time for the Christmas season, the new space promises to bring wonder, excitement and a touch of real magic to families visiting Hamleys.

The immersive new shop design features an eye-catching giant top hat performance stage, where Marvin’s expert magicians will perform live demonstrations throughout the day. Guests will also be captivated by huge 3D magical props, including an oversized magic wand and jumbo dice, creating an unmissable photo opportunity and a backdrop for unforgettable memories.

Adding to the magic, illuminated light boxes invite visitors to enjoy “Live, Close-Up Magic”, capturing the essence of Marvin’s world-renowned brand of interactive, familyfriendly entertainment.

Tom Hudson, CEO of Marvin’s Magic, said: “We are absolutely delighted to unveil our beautiful new magic shop in Hamleys – and it was quite special to do this in time for families to enjoy it at Christmas. Hamleys is a truly magical destination, and we’re thrilled to continue our long-standing partnership by bringing even more wonder, joy and live entertainment to visitors.”

The new Marvin’s Magic shop is located on the ground floor at the front of Hamleys, Regent Street. Visitors can expect demonstrations, gift ideas and the chance to experience magic up close, continuing beyond the festive season into 2026.

Marvin’s Magic can be contacted on 01582 849 000 or at magic@marvinsmagic.co.uk.

Toy World 16

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News Starlight and Ravensburger bring joy of play to children in hospital Starlight, the UK’s leading play in healthcare charity, has announced a partnership with Ravensburger to include its new Play+ toy range in Starlight’s resource boxes. More than 7,000 toys from Ravensburger’s Play+ range, and other items from its range for older children, will be distributed to health play teams across the UK. The products, which include interactive books, educational toys, games, puzzles and crafts, have been specially selected from Ravensburger’s ranges by Starlight’s experts to complement much needed resources already supplied by the charity through its Play Boxes. Starlight’s Play Boxes support learning and emotional wellbeing for children of all ages. They are a vital resource for hospital professionals, allowing them to soothe, calm and support children when they are undergoing treatment.

Starlight’s research shows that 71% of hospitals do not have a budget for play and the majority of health play professionals say they are completely dependent upon Starlight for resources and support, which also includes training and sharing best practices with the wider clinical community. Jonny Wright, director of Income Generation & Engagement at Starlight, said: “We’re thrilled to partner with Ravensburger and bring its Play+ range to children and families who need it most. The resources we provide for babies, children and young people will be significantly boosted by this wonderful partnership bringing engaging, fun and educational toys to children of all ages, especially to babies.

Katy Fletcher, head of Marketing and Product Development at Ravensburger, added: “Starlight’s work in shining a light on the vital role of play in healthcare is truly inspiring. At Ravensburger, we share that commitment to the power of play, and we are delighted to support the charity’s work through this partnership. Time spent in hospital can be difficult for families and it’s fantastic to know that we can play our part in making those experiences more playful.”

newsanalysis

KTL gets bigger and better With an extensive raft of licensed brands and partnerships, KTL continues to grow its portfolio across both licensed and non-licensed toys, to resonate with retailers and consumers alike. KTL’s Managing director, Freddie Martin, and Commercial director, James Cornell, tell Toy World how the company plans to expand further in the year ahead.

What factors drove KTL’s decision to expand more into licensed brands?

partnerships allow us to expand our appeal to a wider range of customers while helping us sustain the stable margins for which we are known.

KTL’s decision to further expand into licensed brands was primarily driven by a growing understanding of the strategic value that recognised names can bring to the business. We have seen that incorporating well-known, reputable brands into our product range enhances consumer confidence, while it also helps to open doors to a wider set of opportunities across the retail landscape. Licensed brands often act as a catalyst for deeper conversations with buyers, enabling us to present more comprehensive ranges and secure a stronger in-store presence.

By integrating such respected names into our range, we strengthen our credibility with retailers, support consistent year-round sales and diversify our revenue streams.

These collaborations also provide strategic learning opportunities, helping us understand emerging trends, new play patterns and evolving consumer expectations – all of which inform our own product development. In essence, these partnerships are not standalone ventures; they form a crucial part of a broader long-term plan to build sustainability, expand our reach and reinforce the reliability of our offering.

Furthermore, customers increasingly respond to products associated with trusted or familiar IP, meaning that licensed lines can generate greater visibility and stronger initial sell-through. This supports our broader portfolio, creating additional benefits for our core ranges. Ultimately, the move toward expanding licensed products is about leveraging brand recognition to reinforce our market position, enhance retailer relationships and create more avenues for growth, all while maintaining the strengths that have defined KTL over many years.

How do partnerships with brands such as Wow! Stuff and FisherPrice fit into KTL’s long-term strategy?

Partnerships with established brands like these align seamlessly with our long-term strategy of offering a balanced, competitive and commercially resilient product portfolio. In any toy shop, a mix of branded and non-branded items naturally complement one another, and this principle lies at the centre of our approach. Such

How will KTL balance its portfolio of licensed ranges with its own brands?

Balancing licensed ranges with our own non-licensed brands is a core part of our product strategy. Our company’s reputation has been built on delivering strong, dependable margins and offering an extraordinary pocket-money range that resonates with retailers and consumers alike. These strengths remain the foundation of what we do. As we grow our licensed portfolio, we are committed to maintaining a clear focus on those core values.

We aim to ensure that every partnership we enter is carefully selected and genuinely complementary to our existing model. Rather than shifting away from what makes KTL unique, we see licensed brands as an enhancement – an additional layer that adds value without compromising the agility and affordability of our own ranges.

Through thoughtful curation and a disciplined approach to product development, we will continue to offer a well-balanced mix that keeps our brand identity strong while meeting the diverse needs of the market.

How does KTL’s plan to expand its portfolio further?

Looking ahead, 2026 is shaping up to be an exceptionally exciting and transformative year for KTL. We have already introduced an additional 400 new own-brand products for 2026, significantly broadening the depth and variety of our offering, reflecting both our confidence in the market and our commitment to ongoing innovation.

When combined with our existing partnership and distribution agreements, these new product launches continue to create a more robust and diversified portfolio than ever. While we can’t reveal everything just yet, there is certainly more news to come – new collaborations, expanded ranges and further strategic developments.

Toy World 22

News The Entertainer announces biggest ever range refresh For the first time, The Entertainer will range renowned toy franchises such as Harry Potter, Stranger Things, Wicked, Pokémon and KPop Demon Hunters, evolving its range to meet customer demand. More than 200 new toys and games from these global franchises are available in stores and online now. The new ranges are all available nationwide through The Entertainer’s 160 UK stores, over 1,000 concessions, including in Tesco and Matalan, as well as online.

The introduction follows a recent business transfer to an employee ownership trust, which has enabled The Entertainer to stock these new ranges for the first time, further strengthening its position in the competitive toy market and establishing further partnerships with world-renowned brands. Heather Robbins, chief Commercial officer of The Entertainer, said: “Adding Harry Potter, Stranger Things, Pokémon and other high-demand brands to our product portfolio represents an important step in the evolution of our business, catering increasingly for a wider age range and broader customer interests.

“The introduction of over 200 new products will help us meet increasing customer demand for collectibles and novelties. This further strengthens our position as the UK’s most convenient and truly nationwide destination for toys, games and collectibles accessible in malls, retail parks, high streets, supermarkets and online – whether delivered to home or via 30-minute click and collect.”

For more information, visit www.thetoyshop.com.

newsanalysis

A blooming good time for Ravensburger 2026 will see the launch of Brio Flora in the UK. This new line from Brio takes the brand into a world of nature, with collectible figures at its heart. Katy Fletcher, Ravensburger’s head of Marketing, tells Toy World what makes Flora stand out.

What’s behind this new take on the Brio brand?

The Brio mission has always been to bring the joy of play to all children.

Being a highly consumer insight driven organisation, we saw that while our Brio line-up is a muchloved favourite among many, some children just didn’t feel invited to the Brio World. They wanted play that is more focused around figures and characters, that offered role-play and fantasy and is packed with vibrant colour. In Brio Flora, we have created a new proposition that meets that need and delivers open-ended play in an exciting new way.

So, what is different about Brio Flora?

Brio Flora is an enchanting new play concept that invites children into a magical world where loveable characters, creative world building and imaginative storytelling take centre stage. At the heart of the Flora offering is a cast of adorable, collectible animal characters who live and play in a colourful world that is nature-themed and full of flowers, leaves and fun. Every figure has a heart-shaped nose that features a turnable magnet, meaning that our Flora friends can interact with each other and with everything in the Flora world.

As well as figure assortments, a range of play sets at a mix of price points provide the setting for children to unleash their imagination and create their own stories. The concept provides a wealth of play possibilities, from character play to role-play, openended construction, decoration and collecting. Everything in the world interacts with everything else, meaning it’s a super flexible and intuitive play environment for children.

What makes Brio Flora stand out from other playsets?

Throughout the design and development process, the team stayed focused on the children who will play in our Brio Flora world. You’ll see that

the figures are designed to fit perfectly in small hands, and the accessories and features have been designed to be easy for little ones to manipulate and handle, ensuring that our toys are frustration free.

Like all our offering, Brio Flora is sibling safe because family life is complex.

Throughout the collection, the trademark Brio attention to detail is clear.

When will Brio Flora launch and how will you support retail partners?

Brio Flora launched in a number of territories in autumn last year and this new way to connect with the Brio brand is already capturing imaginations. It will be available in the UK from September this year. The team has worked incredibly hard to create marketing support materials to bring the brand to life at retail, whether that be online or in store. We’ll support the launch with a wide-reaching marketing programme that will spotlight the wonderful array of characters and unique interactivity of the brand. Retailers should come and see the range for themselves at Toy Fair (Stand N13) or get in touch with us to find out more on 01869 363 830.

Toy World 24

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News Australian Toy, Hobby & Licensing Fair to return for 59th edition The 59th in-person Australian Toy, Hobby & Licensing Fair will take place in Melbourne from 1st - 4th March 2026 and is gearing up to be an unmissable milestone event for the trade. As the largest gathering of its kind in the southern hemisphere, the fair delivers a platform to do business, spark new connections, strengthen existing relationships and become immersed in the very best the industry has to offer, all under one roof.

The moment the doors open on day one, visitors will step into over 13,500sqm of innovation. From toys and educational products to collectibles, Kidult favourites and everything in between, the Fair showcases a wide array of products and categories. Alongside representation from the biggest global brands, the aisles are also packed with unique boutique gems, those standout products that truly set retailers apart.

The evenings will come alive with signature ATA events, beginning with the Industry Gala Dinner on opening night. Hosted at Crown Palladium, the Gala attracts more than 500 guests, all keen to celebrate the people, products and licences shaping the future of play. On night two, the ATA honours the industry’s most experienced leaders, bringing together those who have dedicated over 25 years to the trade. This intimate and exclusive celebration recognises the achievements, commitment and passion of the people who continue to build the foundations of the industry.

The final event in the ATA’s programme is the Women in Toys & Licensing Breakfast on day four – an inspiring tradition launched in 2023 and now one of the Fair’s most anticipated highlights. This year’s speaker lineup features four exceptional women: Brea Brand (CEO and co-founder, Connetix), Danielle Lowe (GM Licensing & Marketing, Caprice), Belinda Gruebner (ex-Moose) and Kerryn McCormack (MD, Merchantwise) – each bringing powerful stories, insights and experience to the stage.

As always, the ATA proudly partners with a charity during the Fair, shining a spotlight on those making a difference in the lives of children. This year, it is supporting an organisation doing extraordinary work in the mental health space.

With unmatched networking, major product reveals, exclusive events and a community that thrives on creativity and connection, the organisers say the 2026 Fair is shaping up to be one of the most exciting yet.

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Igloo Books on bridging toys and reading Megan Smith, managing director at Igloo Books, tells Toy World readers about the brands’ role in amplifying imagination in young children and how the toy industry can help emphasise the importance of reading.

Can you tell us about Igloo’s new brand identity and Read.

Craft. Play. tag-line?

We wanted Igloo to capture the way children actually see and engage with the world.

Read. Craft. Play. aren’t competing activities, and they aren’t hierarchical. They sit alongside each other, driven by imagination, which belongs to the child.

Our job at Igloo is to amplify that imagination by innovating new books, games and gifts for creative play. A story might spark an idea, a game might extend it and a craft might personalise it, and we believe all of this is part of the same experience.

This philosophy also gives us commercial clarity. It allows us to provide retailers with innovative products that work across multiple categories, while enabling us to produce something for everyone.

We want to empower as many people as possible to unlock their imaginations, which is why everything we create is designed to be affordable, sustainable and accessible.

How can the toy industry play a role in helping to reverse the decline in reading and boosting literacy?

According to the Department for Education and the National Literacy Trust, only 9% of children say reading helps them spend time with others, and fewer than onein-five feel it connects them to the wider world. At Igloo, we recognise that in many homes, storytelling is integral to childhood, whether that’s through playing, crafting

or reading. We know that being read to or listening to an audiobook, whilst playing with a favourite small world toy or snuggling up with a much-loved cuddly toy, form part of a child’s wider experience of storytelling and imaginative play. We focus on products that combine storytelling, creativity and interaction with books that invite participation, games that build curiosity and gifts that encourage shared experiences.

Toy retailers are perfectly placed to emphasise that books are just another entry point into imaginative play. A wonderful, inspiring toy brand can blossom in a beautifully illustrated picture book, and vice versa. The best stories extend across books, toys, screens and, most importantly, a child’s imagination.

At Igloo, we’re very focused on supporting toy retailers as they celebrate the National Year of Reading. At Toy Fair, we’re offering an additional 5% discount across books, games, crafts and gifting, so retailers can trial new ranges and build crosscategory displays.

What are you most looking forward to at Toy Fair 2026?

Toy Fair brings a real energy around creativity, shared play and products that genuinely earn their place in consumers’ homes. For Igloo, it’s about showing how Read. Craft. Play. translates into commercially strong, innovative product ranges that are easy to merchandise, work across seasons and speak directly to how families shop today. I’m also looking forward to meeting up with retailers to discuss what’s working, where the opportunities are and how we can continue to build value together. Toy Fair is where those partnerships really come to life, and that’s always the part I enjoy most.

For more information, visit Igloo on Stand Upper Level 140 at Toy Fair or email customerservices@igloobooks.com

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News The Fence Club Christmas Ball smashes fundraising target The Fence Club was founded in 1950 by toy suppliers and retailers, to represent “all sides of the fence” of the UK toy industry. With over 50 members and additional “Wall Members”, who have retired, the club motto is “strive mightily, but eat and drink as friends.”

The annual celebration took place at the Hilton London Metropole and the turnout from Fence Club members and their guests this year was almost 400 strong. Guests toasted the 75th anniversary of the club and celebrated the first lady chairperson to be elected. Jacqueline TaylorFoo was escorted on the evening by her two sons, James and Dan, and in a rousing and emotional speech said it was a privilege to stand before the assembled members and guests. She added: “I hope the next generation keeps the Fence Club going for 75 more years and beyond.”

As usual, generous sponsorship supported the event, all co-ordinated by Lisa Morgan of Generation Media. The pre-dinner drinks were provided by Hoopla Digita; Venatus paid for the room decorations; Frame Advertising supplied a photobooth; Dance band The Faithettes was sponsored by SuperAwesome and Precise TV bought the raffle prizes.

Guests were also entertained by the music of Abba from a talented ensemble – and were surprised by singing waiters.

Joe Kissane explained the difference the funds raised make to disadvantaged children. After a long and hugely successful tenure, Joe is stepping down as Charity secretary and handing over the role to Character Options’ Dave Bramford. The Fence Club thanked Joe, saying: “Your dedication and hard work have touched the lives of thousands of children. Thank you for your generosity, compassion and the countless hours you have devoted to making a difference.”

Lavish bids at the auction saw £10,000 win a day in the paddock and hospitality with Hass F1 at the Silverstone Grand Prix; £1500 win a weekend in the Harry Potter House in Covent Garden, £3000 win a Playwire Media Package and £4000 win original artwork by renowned artist Lauren Baker. Stays at prestigious Hilton venues were also hotly contested, and, as well as the donated lots, the auction was rounded off by a donation from HTI’s John Hutt.

Raffle tickets – and fines from the Wall Members lunch – raised a further £16,546, making the total on the night almost £42,000. Chair Jacqueline Taylor-Foo topped up takings to to £45,000, and an excited Steve Wells kept tally of even more donations the following day. He commented: “The WhatsApp has been going mad with retrospective donations!” These eventually settled at a magnificent total of £57,500 (at the time of writing).

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Display Creatives: maximising in-store impact Mark Walton, director of Display Creatives, a business that produces high-quality toy displays – from design to distribution, looks at how the retail landscape is evolving and how standout displays keep consumer attention captured.

Screens are competing for attention like never before, but in the toy aisle, nothing replaces that moment when a child stops mid-step, eyes wide, hand already reaching for the product that captured them first. That spark doesn’t happen by chance. It’s engineered – designed, planned, built and installed with intent. And when it’s done well, it turns a busy retail environment into something far more powerful: a place where play comes alive.

“At Display Creatives, we believe the most effective toy marketing still happens in the real world, right at the point of purchase,” says Mark.

“Our purpose is simple: to help toy brands and retailers create in-store experiences that connect, not just decorate.”

Whether it’s a national rollout across multiple retailers or a single hero moment in a flagship store, Display Creatives builds retail solutions designed to perform. It creates point-of-sale units, FSDUs and CDUs, window takeovers, shelf-edge displays, interactive/demo units and bespoke themed installations. The kind of in-store presence that makes people stop, look and buy.

Toy retail moves quickly, and managing multiple partners can slow everything down. Display Creatives handles the full process end-to-end: creative concepting, prototyping, sustainable material sourcing, manufacturing, distribution, installation and on-site support. “We understand compliance, traffic flow, store formats and delivery constraints, and we make sure displays land on time, on budget and built to last,” Mark adds. “Great ideas are only valuable if they can be executed. We balance imagination with engineering, exploring smarter materials, modular builds and sustainable approaches that reduce waste without reducing impact. From recyclable cardboard solutions to mixed-media permanent fixtures, we recommend formats that fit individual goals.”

Displays aren’t fixtures. They’re theatre, storytelling and the spark that turns browsers into buyers. For those looking for a partner who understands toys, retail realities and what moves shoppers toward the till, Display Creatives is ready to bring the next campaign to life in-store.

For more information, contact 07542 850 172, www.display-creatives.co.uk or steph.hammond@display-creatives.co.uk

Retail is evolving fast. Ranges are broader, space is tighter, store teams are stretched and shoppers expect more. With more brands crowding the shelf, standing out isn’t optional – it’s survival. The winning displays don’t simply hold stock; they do a job.

They stop shoppers, clarify choice, spotlight newness and turn interest into action.

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WHERE GAMING MEETS FASHION! CLOSET COLLECTIBLES

MINI FASHION FIGURES

STYLE DOLL

© 2025 LANA RAE ENTERPRISES, LLC. LANA'S LIFE™ IS A TRADEMARK OF LANA RAE ENTERPRISES, LLC. USED UNDER LICENSE AND WITH PERMISSION. ALL RIGHTS RESERVED.

Industry Moves John Leisure promotes Andy Kay to chief Operating officer John Leisure Limited has announced the promotion of Andy Kay to chief Operating officer, recognising his transformative impact on both the operational and commercial sides of the business.

Andy joined the company as head of Sales, where he drove significant growth, strengthened market performance and delivered impactful improvements across the company’s products and packaging. His strategic approach has optimised operations, enhanced efficiency and supported sustainable year-round growth, all while building strong relationships across the toy and leisure industry. In his new role, Andy will focus on scaling operational capabilities, driving commercial performance and ensuring the business continues to grow strategically and sustainably.

Andy commented: “I’m genuinely delighted to take on this role. Working with such a talented team and supportive industry partners has been incredible. Together we’ve achieved so much, and I’m looking forward to pushing even further, strengthening our operations, driving commercial growth and shaping the next chapter for the business. I’m excited for the next chapter and genuinely thankful for the opportunity.”

The promotion highlights John Leisure’s forward momentum and ambition. With Andy leading both operational and commercial initiatives, the company is set to drive innovation, enhance efficiency and deliver new levels of growth and impact across its products and markets.

To get in touch with Andy, contact 01616 526 661 or kay@john-toys.com.

New senior hires announced for Just Play’s EMEA team Just Play has announced several key appointments across its EMEA team, as the company continues to strengthen its footprint, expand direct operations and accelerate its next phase of regional growth. The hires, spanning across Europe, support the strategic vision laid out by Sara Taylor, senior vice president of EMEA Sales, who joined Just Play in early 2025.

Grzegorz Porzezinski has been appointed Just Play’s first-ever Country manager for Poland, marking an important step in the company’s continued investment across Europe. He brings more than 20 years of experience in the toy industry, having held leadership roles at Mattel, Hasbro and most recently Epoch, where he oversaw operations across Poland, the Czech Republic, Slovakia and Ukraine. With a strong background across sales, marketing, finance and logistics, Grzegorz will lead Just Play’s expansion into Central and Eastern Europe.

In France, Sebastien Ronziere has joined as Country manager, bringing nearly a decade of national sales leadership experience, where he’s played key roles in scaling rapid growth across the market. Supporting Sebastien will be Nah Han, senior Brand manager, eCommerce. Nah, who most recently spent seven years as a Brand Marketing manager at IMC Toys, will lead eCommerce strategy tailored to the French digital landscape. Additionally, Rachel Curiel joins the team as senior Key Account manager. With over two decades of experience in the toy and games industry, Rachel will Rachel Beckett Robyn Woods focus on driving growth and strengthen relationships with major retail partners across France.

In Italy, the team continues to expand with the appointment of Serena Ruffino as Sales coordinator. With more than 20 years in the industry, Serena adds valuable operational and commercial support as the company’s Italian business continues to grow under Country manager, Stefano Galli.

Across the broader EMEA region, the company has strengthened its marketing capabilities to support licensor and retailer partnerships. Rachel Beckett will join as director of Brand Marketing. Most recently, Rachel oversaw EMEA Marketing for Mattel, where she led campaigns for major franchises including Disney and Universal. Additionally, Robyn Woods has been appointed Marketing manager, EMEA, and will work alongside Rachel to drive marketing strategy and cross-market campaign development, playing a critical role in driving brand growth across the region.

For more information, email uksales@justplayproducts.com. Visit Just Play on Stand B90 at London Toy Fair and in Hall 6, Stand C-11 at Nuremberg Toy Fair.

Marjolein Lubberman succeeds Steve Buckmaster at Asmodee Asmodee has announced that Marjolein Lubberman, currently deputy chief Commercial officer, will be taking the role as chief Commercial officer and EVP Route to Market by spring 2026. Reporting to CEO Thomas Koegler, she will join the Executive Management team. Marjolein will succeed Steve Buckmaster following his decision to step aside from the position at that time after nearly 24 years of distinguished service.

Marjolein brings more than 23 years of experience in the games industry and distribution. In 2011, she founded Enigma Distribution Benelux, which was later acquired by Asmodee. Her extensive knowledge of the gaming ecosystem, spanning vendors, retailers, publishers and partners worldwide, has been a key factor in her success. She also serves as chairwoman of the Dutch Toy Industry Association, where she is actively involved in industry compliance topics, and was nominated for a Wonder Woman Award for her leadership and influence in the industry. Since joining Asmodee, she has strengthened the organisation with her strategic vision, interpersonal skill and resilience.

Steve will move into an advisory role within the company, continuing to contribute with his expertise while dedicating more time to personal initiatives. Over nearly two and a half decades, Steve has been instrumental in driving asmodee’s growth, mentoring teams and building strong relationships with retailers and partners worldwide.

“For almost 25 years, Steve has played an extraordinary role in shaping who we are as a company and as a growing community,” said Thomas Koegler, CEO of Asmodee. “His leadership and genuine love of games have inspired so many across the group. As he moves into a new chapter, I want to sincerely thank him for his contribution and friendship.

“I am equally proud to welcome Marjolein to the role. I appreciate her vision, collaborative spirit and deep industry knowledge that she demonstrated through her contribution to our Executive Management Team meetings for the past months. I am confident the transition will be seamless and that this evolution will help Asmodee continue its successful trajectory while staying true to our DNA.”

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Marketing World Storytime Media looks to 2026 Just under a year ago, Tristan Brooks, MD, took a jump with the co-founders of Storytime Media and started kids’ specialist media agency, Storytime Media. The team had worked together before, and had bold ideas about how media agencies could best support toy companies. “At our previous agency, we were operating as a kids specialist division in a big global agency network,” explains Tristan. “We felt ‘hamstrung’ and undervalued. Often, we’d chat about what it would be like to run our own agency, building it from the ground up and being in control of the direction of the business. For years, this was a pipe dream, but it kept us entertained in the pub!”

It wasn’t long before the stars aligned for the team, just for a moment, which meant they had the opportunity to back themselves and ‘just go for it’. “Because we’d already envisioned building this business, we had a strong view of what we needed to do from day one,” adds Tristan. “Fast forward nine months and we’re doing it, with the support of our amazing partners and founding clients.”

Storytime Media is now in the privileged position of representing 10 toys and games companies, both in the UK and internationally. To top off 2025, the agency was delighted to win a major UK toys and games media account, against stiff and established competition. “This is further validation that what we offer is resonating,” commented Tristan.

“As we move into 2026, we feel incredibly grateful to those clients that placed their trust in our fledgling business. With their support, we’ve had a successful and growing Year 1; now we’re starting Year 2, which is when the fun really begins as we build on these partnerships.”

The Storytime Media team would love to connect with any marketeers who’d like to hear more about what the new agency has to offer and will be available to do so across the coming toy fair season.

“In our opinion, we’ve built our agency for the market of today, with no legacy structure, and we’d love to show everyone what we’re doing, especially with data,” concludes Tristan. “Our story has just begun.”

Storytime Media can be contacted on hello@storytimemedia.co.uk.

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The power of blending video and play Ricky Myers, Business director of Hoopla Digital, an independent advertising network specialising in high impact creative messaging, looks at how playables and video can be utilised to attract kids’ attention within the media landscape.

In today’s fragmented children’s media landscape, attention has become one of the most valuable currencies a brand can earn. Across Hoopla and Lumen’s kids’ attention research, one pattern consistently stands out: playables deliver an unmatched ability to capture user attention, while video provides the fast, scalable reach required to build it.

Rapid, efficient reach video platforms like YouTube remain unmatched for scale, speed and cost-efficient reach. Skippable pre-roll typically generates three to six seconds of active attention, aligning perfectly with how children use the platform: they browse fast, switch quickly and discover constantly. YouTube’s low CPM/CPVs, fast activation and immediate scalability make it an ideal early-funnel channel for broad visibility and mass awareness.

The engine of depth playable formats such as HooPlay deliver something fundamentally different: time, interaction and product understanding. Kids typically spend 50–70 seconds actively engaged with a playable. When converted into Lumen’s Attention Per Mille (APM) metric, these formats generate 10–20x the attention value of passive video. This uplift isn’t just from being in an app environment; it comes from creative that invites children to do rather than watch.

Gamified ads let kids build, play, test, collect and explore – essentially learning the product hands-on. This approach consistently produces 70–85% brand recall, +15–25% emotional uplift and +8–12 points in brand choice and favourability. Meanwhile, YouTube reliably delivers 55–70% recall, strong emotional response and category-wide reach.

The conclusion is clear: the strongest kids’ strategies blend both.

YouTube provides efficient reach and fast frequency. Interactive playables deliver depth, product education and stronger emotional impact. Brands don’t win by choosing; they win by building ecosystems where each channel amplifies the other.

For further insights or to arrange a meeting at either London Toy Fair or Spielwarenmesse, please contact sales@ hoopladigital.co.uk.

Attendees can unlock a £1,000 welcome credit with their first booking: look for the promo codes in Hoopla Digital’s full-page adverts in the main issue of Toy World and in the Nuremberg supplement.

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Opinion

If your media campaign is breaking down -

call in the RAC

Clive Green

Director of Strategic Planning, Generation Media

Clive discusses how fragmentation may shape how marketing activity is planned, but results must continue to define success and should always be the main objective of any campaign.

T

he UK toy industry is back in the black, with Circana reporting a YoY sales growth up to the time of writing. A major driver of this recovery is the continued rise of Kidults spending, who now account for almost £1 in every £3 spent on toys in the UK. That figure is only set to grow as Gen Z teenagers move into adulthood. We’ve spoken a lot about media fragmentation in Toys, but this growth in Kidult spending has seen a rise in audience fragmentation too. As audiences continue to fragment, marketing strategies need to adapt.

Reach and frequency planning has long been a cornerstone of advertising to younger audiences.

Sales data largely sits behind retailer walled gardens, and strategies have traditionally operated around a fragmented user funnel. We reach children to build awareness, while also engaging parents and gifters to support purchase. Because of this complexity, success has depended on understanding where audiences spend their time. That was relatively straightforward when TV could reach 70 to 80% of households at scale but media and audience fragmentation has changed that reality.

As channels and platforms have multiplied, strategies have had to evolve. Today, traditional reach and frequency planning still matters, but must be supported by deeper measurement to ensure activity is driving meaningful outcomes. At Generation Media, we utilise a RAC model: Reach and Frequency,

Attention and Conversion, to drive success.

Reach and Frequency remains a critical foundation.

The objective is still to reach the right audience, in the right environment, with the right message, but fragmentation has made this harder. Impact comes from focus, and trying to be everywhere often dilutes effectiveness, particularly when budgets are under pressure. Activity should be shaped around where the audience genuinely engages and what a budget can support.

Attention should be measured in real time. Simply appearing in the right places is no longer enough if ads are not actually being seen. Digital platforms define views/ attention very differently which can make linear measurement difficult. TikTok counts a view at two seconds, Facebook at three seconds, and YouTube at thirty seconds. When you move into the open web this get even more complex, with the latest estimates suggesting that up to 80% of ads may never be viewed.

Making sure ads are in view, and being noticed has never been more important in the marketing landscape.

At Generation Media we measure attention across all our digital activity with a single measurement to ensure spend is delivering visible, impactful advertising. This matters in the toy category, where direct sales attribution is often unavailable. Higher attention levels consistently show a stronger relationship with sales, making attention a vital indicator of effectiveness.

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While direct sales attribution is challenging in the toy space, that does not mean Conversion should be ignored. Sales remain the ultimate goal, and marketing investment should be planned with confidence in how it contributes to business growth. Data sharing plays a key role here. By mapping sales data against media activity, patterns and insights emerge that allow strategies to improve over time. Our role as media specialists is to give marketers confidence that their activity is contributing to the bottom line, even when the path to purchase is complex.

The media landscape will only continue to grow more complex. AI driven search is reshaping website and PPC strategies. Connected TV and ACR data is enabling more sophisticated content targeting, and platforms like Snapchat continue to strengthen their connection with younger audiences. Amid all this change, it is important not to lose sight of the core objective. Sales growth is what drives businesses forward, and marketing strategies should always be built with that outcome firmly in mind. Fragmentation may shape how we plan, but results must continue to define success and should always be the main factor for any marketing campaign.

If you want to find out more about how we can help you drive growth for your business through the RAC model, reach out to myself or one of our agency experts.

Insight

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

For more information visit www.circana.com.

Another year over…

Reviewing sales to the end of November, Circana confirmed that the UK toy market was performing well and on course to end the year up. Emilie Erktan reports.

A

t the time of writing, there are still three and a half weeks of toy sales until Christmas 2025, so the exact annual toy market performance is still unknown (as the last five weeks of the year generate more than 20% of the annual value sales). We already know the market will be up for 2025, as it was growing at +6% in value sales at the end of November 2025 versus 2024, while units were flat. However, the toy market increase did slow in October and November, up +3% in value compared to last year. This is not necessarily a surprise, as historically the growth of the toy market during last quarter of the year is lower than in the first three quarters combined. Compared to the UK economy, which shrank -0.1% in October according to the Office of National Statistics, the toy market is performing relatively well.

The uncertainty ahead of the UK government budget announcement in November may have encouraged consumers to hold their spending, but the two weeks leading to Black Friday were positive in toys: +1% in value and +2% in units, generating an additional +£3.6m compared to last year.

The average selling price for a toy purchased in the UK was £11.98 in YTD November, up +6%. For the month of November, the average selling price reached £14.78 but was actually down -1% compared with the same time last year, suggesting that consumers may have taken advantage of promotions. Toys above the £100 price point saw the fastest increase in November though, up 2.7 times faster than in the first 11 months of the year and adding +£10m in four weeks.

The increase was driven by subclasses that were already growing in this price band: Standard Building Sets, Strategic Trading Cards, Battery Operated Ride-Ons and Pre-school

Talking & Sound. The £30-50 price point was also up by +£5.5m that month, and the No. 1 bestselling item in total toys for November was the new Pokémon Mega Evolution Phantasmal Flames Elite Trainer Box from Asmodee, with an average selling price of £47.68. In comparison, the bestselling item YTD was Mattel Hot Wheels Singles 1:64 Asst, which retails at under £2.

Out of the top 15 bestselling items sold in November, 11 were new for this year and three of them generated more than £1m each for the month. Lego Fortnite was the top new property for the year so far, and One Piece Live Action the No. 1 new licence, both driven by the property’s success in Building Sets. New launches are also a hit in Pre-school Toys, with the top three bestselling items in November including the new Toniebox 2 Starter Set Asst, Gabby's Dollhouse The Movie Meow Mazing Dollhouse from Spin Master, and VTech LeapMove, all sold between £50-£100.

The 15 DreamToys winners added value and generated over £4m of sales in November. Two of them reached the top 20 bestsellers in November: Speed Champions Formula 1 Ferrari Sf24 Racing Car from The Lego Group, and Spin Master Jurassic World Primal Hatch T Rex Egg. DreamToys

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Emilie Erktan

Senior account manager, Toys UK, Circana items tend to be some of the bestsellers in their subclasses, even if they are sometimes launched later in the year: for instance, Hasbro’s Peppa Pig Oinks and Snuggles Evie Interactive Baby Doll took the top spot in Special Feature Nurturing Dolls subclass YTD and Click’s Dress To Impress Mystery Small Dolls Asst became the No. 2 item in Playset Dolls & Collectibles YTD. In Craft Kits, the award may boost the overall property: Character Options’ Sticki Rolls and Moose Toys’ GuiGui reached the top 5 properties in Craft Kits; for both properties, the single pack item generated more sales, but the Gui Gui Shimmer Slime Deluxe Twin Pack and Sticki Rolls Stick Rolluxe, both included in the DreamToys List, increased in the ranking in November thanks to the awards focus. This was also due to their higher price point and larger size, which make them a more appealing Christmas gift than a single pack, and highlights the importance of offering larger sets based on small collectible items to capitalise on Christmas gifting purchases.

The trend is similar in Miscellaneous Toys, where MGA Miniverse Haribo Make It Mini Multipack and Zuru 5 Surprise Mini Brands Fill the Fridge Assortment were the top selling items in November in Miscellaneous Toys, with an average selling price around five times higher than the average price of the subclass at £4.19. Collectible demand continues to be strong (+16% in YTD) and is likely to continue to drive the market in 2026, with more new launches and affordable prices. However, specific offerings for Christmas can also help them make significant gains in Q4.

So, all in all, it’s looking like a positive end to 2025. Happy New Year, and here’s to 2026.

Item Progression: You know it’s Christmas when the Lego Harry Potter Castle and Barbie Dreamhouse appear in the top bestselling items. These items respectively jumped 184 and 98 ranks between October and November, suggesting that many shoppers tend to buy some of the big gifts at higher price point ahead of the last-minute shopping, to be sure they have them in time for Christmas and spread the cost of gifting.

Item Description

November 2025 Rank #

December 2025 Rank #

Lego Harry Potter Hogwarts Castle The Great Hall

225

41

Top-gaining subclasses: Standard Building Sets was the bestselling subclass and the top gaining subclass, up +25%, driven by both licensed and non-licensed ranges. Formula 1 and Lego Botanical assortments brought the most added value.

Strategic Trading Card Games only account for 5% of Total Toys sales but generated 23% of its gain this year, with a +72% growth. Pokémon was the key driver, while Magic the Gathering was also up.

Collectibles helped to drive market growth, boosting Action Figures Collectibles which were up +10% and Miscellaneous Toys +14%. Funko Pop! was the top winner in Action Figures Collectibles, while Minecraft, MrBeast Lab, Piratix Adventure World from Magic Box and Skibidi Toilet from Character Options were also incremental. In Miscellaneous Toys, top gaining licences included Minecraft, Fuggler and Hello Kitty & Friends, with a host of of new launches.

A box office packed with action movies gave a strong boost to Action Figures, where top gainers were Jurassic World, Marvel Universe, Minecraft, Sonic the Hedgehog and How to Train Your Dragon, as well as WWE. The new Toniebox 2 launch generated added value in Pre-school Talking and Sound and became the No. 3 bestselling item in Total Toys in value sales for the month of November.

Finally, Family Board/Action Game is growing +10% in YTD. More than half of the annual Games & Puzzle category value sales were generated in Q4 in 2024, and that figure increased to two thirds for Family Board/Action Games. The Traitors and Monopoly are both growing and likely to be amongst the top games items gifted this Christmas.

Marketing World Elves Behavin’ Badly drives The AA’s Christmas campaign The AA’s Christmas campaign featured the popular Elves Behavin’ Badly IP in a playful festive takeover. The partnership incorporated the mischievous duo into the AA’s brand platform, “It’s OK, I’m with The AA,” adding a seasonal twist rooted in humour and recognisable character appeal.

Created by The Gate London and running across OOH, press and social, the campaign showcased the elves at their cheekiest – from playfully swiping a spark plug to proudly unplugging essential wires – all contrasted with The AA’s reassuring message of reliability during the busiest time of year.

The collaboration was led and coordinated by Born Licensing, with the Elves Behavin’ Badly team at PMS International, ensuring the characters’ signature mischief was translated authentically across the creative. By placing the Elves’ playful chaos at the centre of the narrative, the campaign highlighted both the unpredictability of the festive season and the dependable support drivers receive when they’re with The AA. The campaign included two OOH designs with executions across various locations in the UK, a bespoke van design and social and press activity across different platforms and channels.

Daniel Beverley, Commercial director at PMS International Group PLC, commented: “Our elves have always loved a little festive mischief, so teaming up with The AA for Christmas 2025 felt like the perfect match. We’re thrilled to be part of a campaign that helps keep families smiling and moving through the busy festive season. Whether at home or on the road, Elves Behavin’ Badly is here to sprinkle some extra fun into Christmas.”

For trade enquiries regarding the Elves Behavin’ Badly range, contact PMS International on 0126 850 5050 or via sales@pmsplc.com.

Magna-Tiles runs first experiential event in UK Wow! Stuff has held the first ever UK experiential event for Magna-Tiles, bringing hands-on, creative open-ended play to families at London’s Horniman Museum and Gardens. The immersive pop up welcomed more than 300 children and parents, along with local influencers, giving them the chance to explore Magna-Tiles newest sets and dive into experimental play.

Families were able to try the latest Rail Racers concept, as well as the new Police Station and Fire Station, which include working light and sound tiles, alongside hundreds of classic Magna-Tiles sets and accessories. A specialist play facilitator guided the families through simple STEM challenges and collaborative builds, encouraging them to test ideas, problem solve, work together and even to tidy up at the end of each session. The play sessions highlighted the role Magna-Tiles can play in developing core 21st century competencies such as creativity, critical-thinking, communication and collaboration. Many parents commented on how engaged their children were, expressing their own creativity throughout the play sessions.

Kerry Tarrant, head of Marketing and Brand at Wow! Stuff, said: “Events like this are invaluable as they give families the chance to try out our new and existing ranges and explore them in their own way. It also gave us useful first-hand feedback on what really excites children about our new ranges. Throughout the weekend, we saw really engaged groups, and it was brilliant to see so many children experimenting with the sets and pushing their builds further than we expected.”

Visit us at Olympia Toy Fair 2026 Stand G15 | Jan 20th to 22nd 2026

To make an appointment contact: Steve Richardson - Head of UK Sales - srichardson@plumplay.com Luke Grint - Business Development Manager - lgrint@plumplay.com

Toy World 44

Once upon a time,

brands struggled to connect with families.

Then we arrived.

Now the real story begins.

Smart data. Connected storytelling. Better results.

hello@storytimemedia.co.uk storytimemedia.co.uk

Dates for your Diary Toy World pulls together the most important dates in the trade show calendar so readers can make sure they don’t miss any important events.

January 2026

May 2026

Hong Kong Toys & Games Fair

Toymaster

12th-15th January 2026 Hong Kong Convention and Exhibition Centre, HK

19th May-21st May 2026 The Majestic Hotel, Harrogate, UK

London Toy Fair

Licensing Expo

20th-22nd January 2026 Olympia, Kensington, London, UK

19th-21st May 2026 Mandalay Bay Convention Center, Las Vegas, USA

Spielwarenmesse

Prague International Toy Fair

26th-28th May 2026 Hilton Prague, Prague, Czech Republic

27th-31st January 2026 Nuremberg Exhibition Centre, Nuremberg, Germany

June 2026

February 2026

Toy Sourcing International

Spring Fair

1st-4th February 2026 NEC Birmingham, Birmingham, UK

3rd-4th June 2026 (exact venue tbc), Amsterdam, Netherlands

New York Toy Fair

Astra Toy Fair

14th -17th February 2026 Jacob K. Javits Convention Centre, New York City, New York, USA

5th-8th June 2026 Baird Center, Milwaukee, Wisconsin, USA

March 2026

September 2026

Australian Toy, Hobby & Licensing Fair

Autumn Fair 6th-9th September 2026 NEC Birmingham, Birmingham, UK

1st-4th March 2026 Melbourne Convention & Exhibition Centre, Melbourne, Australia

LA Fall Preview

April 2026

8th-19th September 2026 El Segundo Toy District, Los Angeles, USA

Toy & Hobby China

9th-11th April 2026 Shenzhen World Exhibition & Convention Centre (SWECC), Shenzhen, China

October 2026 Brand Licensing Europe

Licensing China

6th-8th October 2026 London Excel, London, UK

9th-11th April 2026 Shenzhen World Exhibition & Convention Centre (SWECC), Shenzhen, China

Spiel Essen

22nd-25th October 2026 Messe Essen fairground, Essen, Germany

LA Spring Preview

20th-24th April 2026 El Segundo Toy District, Los Angeles, USA

November 2026 Pre-Show Noel Toys & Games 16th-20th November 2026 Pavillon des Bains, Deauville, France

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Special Feature

Giraffe Insights

Landing on target: cultural currents shaping future toy trends

H

osting our annual KidSight conference has become a defining moment in our calendar.

It provides an important platform for the Giraffe team, together with our partners and clients, to present the latest insights, showcase compelling brand case studies and outline the activation strategies that have shaped the past year.

Following the conference, we ask attendees: “What would you like to know more about?” This year, one word appeared repeatedly: trends. It was hardly surprising after a summer marked by the unexpected yet extraordinary rise of a certain bunny-eared, pointed-toothed, creepycute keychain. Naturally, everyone wanted to know what comes after Labubu? What will be the next major phenomenon?

As global specialists in kids, youth, and family insight, we have drawn on our audience research, cultural mapping tools and conversations with industry leaders to answer exactly that question. Hype trends have existed for decades, but what’s different today is the speed and scale of their impact. In this article, we take a step back to explore three overarching cultural patterns that are shaping the landscape and how toy companies can use them to anticipate what could be the next big thing?

Cultural exchange and shared influence have always been part of the story. In the 20th and early 21st centuries, the West may have projected its culture outward, but it was never a one-way street. Even when foreign media exports like anime were niche, they sparked passionate followings in Western markets and, over time, these influences have grown.

Over the past decade, and accelerated by the Covid-19 pandemic, we’ve seen a directional change in the cultural flow. From TikTok to KPop and Labubu, many of today’s biggest cultural phenomena (and cultural engines) are emanating from Korea, Japan, and China.

Western consumers, once sceptical, are more open to international content and brands. More recently, we’ve seen Western companies co-opt these trends. The most consequential example of this is KPop Demon Hunters, an East-meets-West hybrid and now the most watched film on Netflix ever. This matters because it’s a fertile breeding ground for new and exciting ideas, novel forms of storytelling and products that have a hungry global audience.

In search of the next major trend for the toy market, Maxine Fox, MD at Giraffe Insights, explores cultural patterns and how toy companies can use them to anticipate the next big thing.

Tied into this sense of cultural crossover is a long-term cultural shift towards the ‘mass niche’ and cultural badging through collection. Once again, in many ways, this is nothing new. Kids have always dressed and collected to express themselves and show off subcultural status. Think back to the 1985 John Hughes film, The Breakfast Club, which cast its five high school detention attendees as: the Brain, the Athlete, the Basket Case, the Princess and the Criminal. Or the punk movement. Or the Beanie Baby bubble of the late 1990s.

What’s changed is the fragmentation of the consumer landscape and the way that audiences consume content.

There is no singular ‘mainstream’ with subcultures running beneath it. Instead, there are concurrent cultural flows: all distinctive, coded and curated. Kids and Kidults aren’t just buying toys. They’re buying belonging to a world and its aesthetics, lore, rituals and fandom. Brands that treat collectibles as part of these immersive cultural worlds can tap into this phenomenon. Time and again, trends across toys, games, collectibles, digital spaces and broader cultural movements reflect the same drive for purposeful, culturally connected ownership. The latest trending collectibles like Labubu, Pop Mart lines and KPop Demon Hunters merchandise aren’t just toys that blew up – they are culture engines designed for a curated global fandom. Owning a Labubu feels like owning a slice of a shared culture rather than just a product.

TikTok creators brought ‘Little Treat Culture’ into the zeitgeist two years ago, and since then, it’s become shorthand for the small, feel-good purchases that young consumers reward themselves with every day. These little treats are big business. According to Forbes, 20% of Gen Z report buying a treat every day and 40% of Gen Z regularly budget for them. Little Treat Culture reveals an important part of the current consumer landscape.

Whether it’s through these little treats, watching quick, short-form videos or choosing blind boxes for the element of surprise, consumers are seeking an instant hit of escapism and fun. Across the media and political landscape, there is a desire for delight; toys and events that bring families together and offer a shared moment of joy and amusement.

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Landing on trend in 2026 and beyond means looking beyond individual hype toys to understand the broader cultural currents shaping younger audiences. Global influences, the rise of curated fandom and the demand for small, sharable moments of delight are driving how kids and families engage with products and experiences.

Brands that tune into these macro patterns, rather than reacting to short-term crazes, can anticipate what’s next and create products that resonate culturally and commercially.

Brands should celebrate global cultural flows and look to collaborate with creators and brands from other markets. Integrating these global influences can create fresh, culturally relevant products and storytelling. They need to design for curated fandoms, as kids and families buy into worlds, stories and belonging, not just products, and build collectible, immersive experiences that connect to broader cultural narratives.

It’s important to create moments of delight: shortform, surprise-driven and shareable experiences, such as little treats or interactive digital content, tap into the appetite for joy and escapism that drives engagement in 2026.

To find out more about Giraffe Insight’s trend mapping tools and research, contact info@giraffeinsights.co.uk

WHERE MUSIC MEETS DISCOVERY

TED KEYS G INA UI D UM

HE MELODY GT IN

ILL

The new Smart Piano by TOPBRIGHT invites children from 36 months to explore music in an intuitive, playful way. Guided by illuminated keys, sound feedback, melodies and illustrated playing cards, little ones learn rhythm, coordination and creativity — step by step and at their own pace.

BUSY BOARD DELU XE T SE

HANDS-ON PLAY, ENDLESS ADVENTURE RD DJ OA

BUSY

B

TOPBRIGHT Busy Boards turn curiosity into learning.

Each board offers hands-on elements — buttons, switches, gears, locks, sounds, lights — designed to train fine motor skills, logical thinking and independent exploration. From 12 to 36 months and beyond, the Busy Board line grows with every new milestone.

BUSY B OA RD E US HO

FIGHTER RD FIRE BOA Y S BU

Meet us at London Toy Fair – Stand UN37 or at Halilit’s stand E16 – and Nuremberg Toy Fair – Hall 6 / A32 sales@halilit.co.uk / 01254 872 454

http://www.topbrighttoys.de

Company Profile

Golden Bear

A new direction for Golden Bear

Toy World’s Caroline Tonks took a trip to Shropshire to sit down with Barry Hughes, managing director of Golden Bear. The pair discussed the company’s pivot as a business and its decision to focus on Spielwarenmesse during the 2026 toy fair season. getting to love sports at a young age is so important,” says Barry. “Our products help kids to get better at sports - they’re fun, competitive and enjoyable.”

A

cross the industry, Golden Bear has historically been known for its core pillar of infant/pre-school licences. With legacy favourites such as In The Night Garden and Hey Duggee, the company has made its mark, especially with its heritage plush and hero ranges. Recently, the business has seen a pivot in its core offering. What was once 95% infant, licensed and pre-school has now expanded to multiple pillars, particularly within the sports and games arenas.

“While we really only had one pillar before - infant/ pre-school licences - we’ve now got a number of them,” Barry tells us. “Strikesphere is the biggest one, and the second biggest is Bear Faced Games.” According to Barry, own IP and innovation are the key areas that Golden Bear wants to expand within its portfolio. This is where Strikesphere found its footing, and the team is now looking to create another pillar in the arts & crafts space, with a major launch primed for 2026.

“Strikesphere, Bear Faced Games, legacy licences and own IP mean we have a strong, solid, varied base now.”

With a crossover between the toy and sports arenas, Golden Bear has enjoyed huge success with its Strikesphere brand, which includes Soccer Bot, Soccer Dash and the Soccer Launcher. “Getting kids active, off screens and

Bear Faced Games spans a wide range of product, with titles like Wheel You Dare? and Fact or Fake.

“We’ve been finding our feet there and learning which areas to focus on,” adds Barry. “We’ve now focused on what works best for us, which is games that can be played right out of the box, so you don’t have to spend hours reading the rules.

“Disruptive, eye-catching packaging has also become a major component of the games range. This has worked really well in retailers such as Smyths. When you walk down the games aisle, it’s floor to ceiling square boxes, and we’ve utilised disruptive packaging, often with tryme features that grab the eye and customers’ attention.”

Golden Bear made the decision to pursue this multi-pillar shift on the back of insights showing the appetite for football or soccer gifts, and that it was a global phenomenon. As a result, Strikesphere has won Circana’s award for the fastest growing Outdoor and Sports Brand in Europe in 2024, and two Strikesphere products have now been listed in Target in the US in 2025. This has paved the way for the Bear Faced Games business, as the brand has now also received a listing in Target for one of its games in 2026.

“We’re now placing a focus on international launches from the get-go,” Barry explains. “The UK has become more rationalised in terms of the number of retailers that can support launches. That’s why our priority has been growing our international presence. Smyths is an important partner for us as a multi-territory company with a strong footprint in Europe, which has allowed us to go direct to retail in Germany.”

There’s even been a shift in Golden Bear’s core markets – where it used to be 85% UK-based, sales are now 50% international. America has been a big focus.

Having used distributors in the past and found that there aren’t enough marketing dollars to be able to supplement margin, Golden Bear started to go direct over the last 18 months. Two years ago, the company invested in a permanent showroom in LA. Barry says the new listings in Target are just the start, and the business is looking to expand even further. “As the international market has become such a big focus, we’re expanding our space at Nuremberg. We will be in the same hall as last year, Hall 6, where

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there’s always good footfall, however this year will see us having a 50% larger space than we had last year.”

A mixture of product on the stand will highlight each of the core pillars. According to Barry, the extra space will be put to good use demonstrating products like the Soccer Launcher. “We really wanted to have the space to jump around and play with a lot of our games.” An expanded team will be present in Nuremberg to serve Golden Bear’s UK and Irish customers at the show, as well as all its international clients. Barry adds: “Besides our own team, an agent that we’re working with in Germany is setting up direct-to-retail appointments, and we’re also looking at a PR company in Germany.

It’s all very exciting and a big step forward for us; historically, we’ve done it all via a distributor.”

Going direct-to-retail in the US and Germany has shifted Golden Bear’s focus to the LA Previews and Spielwarenmesse, fully maximising these shows to showcase product and develop relationships for the rest of the year. For those buyers not visiting these shows, Golden Bear will take its products on the road to visit its customers in situ, to have face-to-face interaction and demonstrations and talk in detail about challenges and opportunities.

“The UK market is still our biggest market and a hugely significant and valuable part of our business,” explains Barry. “While we want to expand our focus on international markets, we will maintain and develop our relationships with those who support us here in the UK. Ultimately, by launching our ranges globally and targeting significant international growth, this will benefit our UK and Irish customers as we will be able to support with greater marketing funds.”

Opinion

Rick Derr

2025…the year

that surprised us all!

Letter from America

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996 and then became a sub-franchiser. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick reviews 2025 and has some news for our readers.

T

he headline news is that, for the indies, 2025 turned out very well. Sales are up +10% here at Learning Express, which was mostly driven between April and November. At the time of writing, December looks like it will come in flat compared to a year ago. I predicted a strong November then a slog through December as weary shoppers, over extended credit and high job losses put us in a potentially precarious position for 2026.

However, before we jump ahead, let’s review 2025 and give it a fair evaluation.

What started out in early 2025 with panic and scepticism has actually turned out to be a profitable year. I originally forecast a 3-5% sales gain, then raised that to 10% in the late summer after the beginning of the Blind Box craze. Back in March and April, tariffs were announced by the US affecting many countries, with China subsequently designated at particularly unrealistic levels. Of course, the levels have changed several times, but manufacturers have been paying taxes on imports well above historical norms - and with no prior warning. This halted production temporarily (for around a month by my estimate) before big retailers like Walmart and most toy companies resumed imports with a careful eye towards the size and value of the items being imported. Panic was rampant as well as concern about jobs, new products and whether consumers would have to absorb part of the tariffs cost.

This raised prices somewhere between 10-20% by my estimate for imports overall, including those from China.

Although we in the toy business were concerned, US consumers didn’t seem to be.

They didn’t pay much attention to the possibilities of rising toy prices, and we heard very little about higher prices and “tariffs” from customers in store. To me, this is quite remarkable and has proven the split in America, not only between political parties but also those that have money (generally invested in the stock market-60%) and those that live more paycheck to paycheck. We see this bifurcation in our own sales data, as the 10% gain is driven by only a 5% gain in ticket (traffic) count. It is our core customer that has spent more and propelled these robust gains in 2025.

• We resisted early pricing changes in autumn as we switched some vendors and held our value-based pricing methodology rather than adopt an arbitrary 50% margin mentality.

• We are always bringing in new items (60 % of our mix is new) so the effects on pricing become minimal when trying to compare to prior months and years.

As we complete year 29, we will beat our stated objectives. As a reminder, the keys to our success have been simple: T (best team), P (curated product assortment) and W (wow customers in everything we do). Future projects also showed promise as we tested being a TikTok seller in the final six months of the year and started to learn how to deliver social selling, as well as implementing a new web presence with the Shopify platform.

Finally, I want to thank my UK readers, toy manufacturers and retailers around the globe for letting me be a part of your toy world. This will be my last regular article for Toy World as The Toy Man is turning 70 and stepping back to finish some other “to do’s”. I want to thank John and Anita Baulch for having me and the team at Toy World, for making my voice heard – even if it was annoying at times. I thank my friends at Toymaster who helped me grasp a better perspective of the global toy stage and my mate in Derby, David Middleton, for his passion, love of toys and collaboration. It has been an absolute privilege, and I wish you all the best. Toy Man out.

In terms of what has been successful these last 12 months, our five largest categories in dollars are: ollectibles/Trading Cards including the Asian blind box trend (Pokémon and C Pop Mart Labubu) Construction (with Lego making up 90% of the market) Plush (especially Douglas Cuddle Toys) Toddler/Pre-school (notably Epoch Everlasting) Joy/Pick Me Up/Fidget products (US Toys) We hit a new 29-year high in average ticket sales this year at $49.53 versus $48.71 in 2024. People have asked how much of that was driven by pricing and as I consider our pricing and profits over the year, I would say very little. This is because:

• We implemented a $15 and under value section at the beginning of the year to combat Amazon, which frankly loses money on shipping toys under $20. We wanted to hype our ability to have customers pick up great value and take it home the same day.

Richard can be reached on LinkedIn or by email at LE45@sbcglobal.net.

Toy World 52

Opinion

Tim Mulhall

Why the toy industry needs strategic operators, not just creatives Tim Mulhall works with UK toy businesses to improve the fundamentals of growing and operating in the UK and increasing sales overseas. Having launched his first toy eCommerce retailer in 1999, he later worked as a UK distributor and Brand manager before joining Hornby in 2017. As chief operating officer of Hornby, he led the International division back to profit and delivered five-fold growth. As Rubies CEO, he sculpted a business strategy focused on profitable sales growth.

A

s we build up to Toy Fair season, you can already imagine walking through the halls and feeling the creativity, energy and optimism oozing from every stand and product. As an industry, we thrive on imagination and attract people who want to make others happier and build brands which connect generations.

But behind the sparkle lies a harder truth: too many toy businesses swing from boom to bust, fuelled by a hot toy one year, the latest licence, a trend or a short-term hit.

With more than twenty years working in the toy industry and around the consumer products world, leading operations, growing internationally and developing turnaround projects, I’ve seen both sides of that cycle. Whether it be a failed licence, the end of a fad, the reality post-Covid or even a momentary blaze of media publicity, in the end all products wane - and can drag companies down to a lower level.

Our sector’s greatest strength is also its Achilles heel. Every year, toy companies pick from new licences, streaming phenomena or cultural moments – each of which could transform their fortunes almost overnight.

Afterwards the risks include an inflated infrastructure, costs out of control, licences which become extended sentences and a team which gave everything, rode the wave and is now demoralised that it has to start all over again, looking for the next big thing.

The problem isn’t necessarily a lack of ideas, licences or new products; it’s arguably more a lack of structure.

Many UK toy companies have not experienced the repeated high and lows of a boom, nor hold a corporate memory to restart their plans, relying on legacy systems, siloed decision making and sales models designed for the pre-digital and pre-social era. It’s relatively easy

to grow and ride a wave, but it’s much harder to avoid stumbling when things slow down. In contrast, the global businesses that can weather this cycle have built in a strength – operational resilience. They treat every success as a foundation to build on, not as a wave to ride until it crashes. It’s a subtle but important difference.

When I joined Hornby plc, the business was rich in heritage and strong in brilliant team members but was struggling to connect with consumers. The new management team realised we had to focus on fundamentals and understand that the world was changing massively: we needed people, processes and yes - different product. We needed to trial ideas and take managed risks, knowing that we could pull back or move faster as the winners emerged. By being clear on the plan we could improve morale, invest in talent and, most importantly, begin to align product development and licences with the demands emerging at the time. At the heart, we needed to consistently apply common sense and workable ways of operating a UK businesses with a global customer base.

Operational focus does not mean stripping out creativity. We still cherished every idea, vision or pitch, and they were the guiding lights for the team.

We created conditions where creativity could flourish, where designers could innovate because supply chains, leadership and the business was stable, all whilst communicating a clear vision and strategy. It’s a process I’ve since repeated on a larger scale: consolidate core functional areas, simplify systems and processes, diversify manufacturing and vendors.

The result, for both stratospheric new products and long term fixtures in price lists, is improved responsiveness, more open communication, contained

Toy World 56

risks and renewed growth and wider distribution as people beyond the company realise the team is both confident and offers superb products.

We have a huge export potential as an industry. Toys can be a global product no matter where they are created, developed and manufactured. It’s in the hands of UK toy businesses to snatch a bigger share of that market. Our reputation for design, creativity and brand integrity is unmatched, yet smaller and mid-sized firms hesitate to export - or fixate on the occasional distributor who has made the effort to pitch for the product range. In truth, international growth is not a result of taking huge risks; it’s about building the right strategy and underpinning it with the right operational approach.

Businesses should start with data: who and where are my customers, how big is the market, what are the differences in culture, distribution and legislation?

The next step is logistics: how do I fulfil orders quickly, profitably and with minimal impact on my cashflow?

Bear in mind that inflated stockholding impacts cashflow very quickly. The third pillar of success is to have a global mindset and learn to create an experienced leadership team quickly. Success overseas often rests on understanding cultural nuances and differences, a managing of risk and balancing ambition with just a little patience.

At both Hornby and earlier D2C businesses, we proved that a disciplined approach to export strategy can win and turn previous loss-making divisions into engines for growth and profitability. The key in my view is to not chase every opportunity, rather work out beforehand which ones to curate and grow.

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Acc ele

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Don’t just fall with style…

info@giraffeinsights.co.uk

+44 (0)207 637 9970

www.giraffeinsights.co.uk

Company Profile

Hunter Price

Hunter Price

goes global

After beginning its story in the UK 16 years ago, Hunter Price has now expanded its reach to meet the demands of retailers in the US, EU and Australia. Toy World’s Chloe Thomas - Evans spoke to Hunter Price’s Commercial director, Allana Holmes, to find out more.

Hunter Price has been on a significant growth trajectory. What are the key drivers behind your recent global expansion?

In short, our expansion hasn’t happened overnight.

It’s been years in the making, with a lot of building and investing happening behind the scenes to support long-term growth. We’ve stayed focused on the fundamentals of structure, process, efficiency and effectiveness, making sure we have the right people in the right roles and that we’re set up to perform at our best. We’re playing to our strengths, sharpening our focus where needed and strengthening our foundations so we can create an environment where people genuinely thrive. Over the past year, we’ve also rolled out a brand refresh and are now communicating our proposition more clearly, more creatively and more consistently. Our strapline, The Consumer Product Playhouse, perfectly captures both what we do and how we do it. Our core focus spans Toys & Activities, Stationery & Creative Play and Accessories & Lifestyle – categories that naturally blend together and allow us to deliver cross-category product executions.

Our values remain a key driver of everything we do.

They guide our decisions and keep us grounded. We do things differently and our playful nature encourages teams to be brave, collaborative and creative. We want to leave our mark, creating impact across the entire journey, from showroom to consumer, while exciting and engaging our people, brand partners and customers along the way. Trust sits at the heart of our relationships. We believe in honesty, mutual respect and doing the right thing. We listen, we support and we genuinely care. Our ambition knows no limits, and we share a relentless drive to keep improving. We’re agile, energetic and, above all, never complacent.

Which new territories or markets are you currently focusing on, and what makes them strategically important to your longterm plans?

Our story began in the UK 16 years ago, and the UK remains a pivotal territory of growth for us. We have

Toy World 58

invested further in our Sales team covering the UK as well as expanded our distribution into new channels.

On a global scale, our US team is relatively new, but we have ambitious growth plans built on our core HP DNA and NPD capabilities to bring something genuinely different to the market. We have established a dedicated team focused solely on the US to ensure this growth receives the attention it needs, while maintaining strong focus on our existing territories. I believe this is a critical consideration when pursuing global expansion; it’s important to continue to protect, support and grow your established markets alongside any new opportunities.

We are also expanding our EU distribution and working on expanding our product offering in Australia, which is currently our second largest market. From our creative hub and UK HQ to our fantastic team out in Ningbo and our new team in the US, we’ve added strength, depth, experience, expertise and local knowledge across the group.

Hunter Price has a diverse portfolio. What are your strongest performing categories and where do you see the biggest growth potential?

Each category has growth drivers and opportunities we’re looking to maximise over the coming years. For example, in Toys & Activities, the ToyMania brand family continues to grow. All of our brands under this umbrella have a unique purpose and place in the market and the depth of this brand gives lots of creative opportunities. Toys & Activities is a competitive space but it’s also a category where brands come into their own; creating and keeping that connection with the consumer is going to be a key focus.

In the Stationery & Creative Play category, 2025 saw our best performing Back to School season to date. Our stationery and creative play offer is not just limited to Back to School. From own brands such as Taggeez and Artistry Junior to licensed products from Crayola and food and drink brands, the development in this category is huge. We’ll also see our first licensed ranges from Lego going live this year which I’m very excited about.

...land on target

Giraffe Insights: Delivering insight designed to land info@giraffeinsights.co.uk

+44 (0)207 637 9970

www.giraffeinsights.co.uk

Company Profile

Hunter Price

In Accessories & Lifestyle, Love the Look takes centre stage this year. Our fashion accessories brand is entering a new era as we launch our first ever collection of playful beauty cosmetics. A category we don’t get an opportunity to talk about too much is our reusable bags offer. Our team creates exclusive trending own-brand designs, alongside licensed ranges incorporating our vast portfolio of brand partners. We are continuing to drive growth and innovation with these products and have become one of the leaders in this sector.

and product development have various influences, from data driven insights, experience and knowledge within the business to the energy some brands/products/ categories create among the team.

In each of these categories, we’ve established clear areas of specialism that play to our strengths.

What advantages does developing your own brands offer in terms of flexibility, innovation and long-term value, and how do licensing partnerships enhance your business?

Hunter Price has been expanding its own-brand IP alongside a successful licensed product portfolio. What do you look for when deciding on new products or categories?

We have a portfolio full of potential with our exclusive own brands, from the globally established to emerging new IP. Here at Hunter Price, we understand brand and we know how we’re going to develop many of our focus brands over the coming years to create long-term engagement. We’re proud partners with global licensing icons such as Lego, Fuggler, Netflix, Paramount and Crayola to name just a few.

All of our partners are strategic and fuelled by insight and experience so we can create licensed product campaigns that add value to the licensor, retailer and the end consumer. All of our decisions regarding brand

The last point is a big one for us and we often ask ourselves questions – are we being courageous and collaborative? Is it commercial? Will the product make a mark? We’ve all got to believe in the brand proposition.

Credibility is key, brands have to make sense, and they have to connect with the consumer above anything else.

There is flexibility and real creative freedom when creating own brands. We love creating and building things from the ground up. Yet, there are many benefits when working with licence partners as they have already built great brand equity and engagement. To be trusted by so many of the biggest names means we’re able to offer our retail partners the best of both worlds.

How do you manage the balance between growing your own brands and leveraging well-known licensed properties?

We tailor our approach to each retailer and their consumer, creating both licensed and own-brand ranges across all of our key categories. If we believe

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a product will truly connect with the consumer, we create it - whether that’s licensed, own brand or often a combination of both. We manage this balance carefully, having invested heavily in our product and creative teams to ensure we bring out the very best in every brand we commit to, whether it’s our own or a licensed partner.

To find out more about Hunter Price, visit the company website or contact

home@hunterprice.co.uk.

The team will be exhibiting at London Toy Fair:

Stand Upper Level 110.

Come and see at Toy Fair

STAND B23 you can also pick up a copy of this issue at the show entrances

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Q&A

Getting together

Generation Media teams up with Portal Studio Following Generation Media’s acquisition of creative agency Portal Studio in October 2025, the two businesses have now been working together for just over a quarter. Toy World sat down with Lisa Morgan, Group MD of Generation Media, and Josh Heaton, MD of Portal Studio, to discuss the integration of the two companies and the combined offering beginning to take shape.

Josh: Creative is the final expression of all the hard work, strategy and budget that goes into a campaign, so it has to be exceptional if you want to get full value from everything you’ve invested. Since coming together, Portal has already lifted campaign performance significantly, unlocking tens of thousands in additional value for clients. What’s powerful is that this comes from a relatively small portion of the overall marketing spend, yet it delivers a huge impact on how the campaign performs.

What does collaboration look like dayto-day, now that the teams have been working together for a few months?

What made this the right moment for Generation Media to acquire Portal Studio, and why Portal in particular?

Lisa: We’d been working closely with Portal for over two years, and the partnership had already proven itself through multiple successful projects. Over that time, we saw a growing need from clients for more creative support, particularly creative that’s built natively for today’s digital platforms, which now occupies more of the media mix than ever.

Many traditional creative shops still approach work from a linear, TV-first perspective. Portal was the opposite. Its roots in gaming meant it was digital-first in both mindset and execution, and that aligned perfectly with where our clients’ needs were heading. Combined with the momentum of our existing collaboration, it made this the right moment and the right partner to bring fully into the Generation Media family.

What appealed to you about joining forces with Generation Media, Josh, and why did this feel like the right strategic step?

Josh: Portal and Generation Media had been collaborating, working toward the same goal for some time: helping our clients succeed. Generation Media focused on insight, strategy and campaign planning, while Portal produced performance-driven creative assets. It quickly became clear that together we’re stronger, and our clients now benefit from a seamless partnership.

For Generation Media, bringing Portal fully into the business was a chance to deliver the best full-service experience to their clients. For us, it opened a platform to reach new heights and position Portal as the go-to performance-focused creative agency in Toys and Games, an industry we’ve loved being a part of for many years.

Now that you’ve had time to begin working as one team, how is the partnership

strengthening your ability to serve the fast-evolving toys and games market?

Josh: Having a split between a Creative Agency and a Media Partner is a bit like having your hands and brain report to different managers. In such a fast-paced industry, being responsive, optimised and effective is everything. Creative and media need to work seamlessly together - they’re the foundation of any successful marketing spend. We’re already seeing the benefits: performance stats are up, client feedback is positive and it reinforces that merging our businesses was the right call. It’s exciting to see such success so quickly, but we’re also aware the market is always changing, so we’re committed to evolving and growing alongside it.

Lisa: I totally agree, even small tweaks are making a big difference. We can now make real-time adjustments across both creative and media, ensuring every client investment hits maximum impact and drives better responses. As our reporting and optimisation capabilities continue to improve, the results just keep getting stronger.

What early benefits are toy-industry clients already experiencing from bringing a creative offering into Generation Media’s capabilities?

Lisa: Performance results are improving, turnarounds are faster and having creative fully integrated with our media capabilities means we can take a truly joined-up approach, sparking more innovation and generating stronger ideas. In just three months, we’ve already achieved a lot and uncovered insights we didn’t have before, and what’s really exciting is how much more potential there is to unlock as we continue working together.

As Portal has begun integrating into the wider group, what aspects of its creative approach are already elevating toy brands?

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Josh: As part of Generation Media, we now have access to data that directly feeds into our productions.

We have been reactive mid-campaign, seeing live performance metrics and optimising accordingly to ensure campaigns stay fresh, relevant and immersive.

Our clients take advantage of creative and media within the same room, offering collaborative workshops to build the roots of the campaign, allowing the results to flourish.

Having seen the initial rollout of this acquisition, what does success look like over the next 12 months?

Lisa: We want to help even more of our clients unlock the full potential of their investments, boosting both media performance and real-world results through stronger, more considered creative treatments. In a recent survey we ran with senior marketers, social content came out as one of the biggest forces shaping marketing strategy in the years ahead, right alongside AI. We’re also seeing huge growth in our influencer offering, so being able to connect those assets with Portal’s creative capabilities will be key to maximising their impact.

Now that the partnership is underway, what excites each of you most about the future of creativity and brand-building in the toy industry?

Josh: With new audiences constantly entering the market, it’s been fun to see how nostalgia is playing such a big role. I’m buying things I loved growing up - Lego Jurassic Park sets, Funko Harry Potter figures, Pokémon Celebrations, the lot. It’s genuinely exciting for me and the team to feel so connected to the industry we’re speaking to. We can draw on our own experiences and passions, which helps us create advertising that feels authentic and really resonates.

Lisa: Being actual fans of the products makes a huge difference. It means we’re not just marketing to these audiences; we understand them because we are them.

That connection brings an extra level of insight and enthusiasm to the work.

Opinion

SuperAwesome

2026 - the year of the good exit and the great comeback

Sam Clough is the global head of Youth Trends and Insight at SuperAwesome, an award-winning technology company that powers the youth digital ecosystem.

This month, she breaks down the fandom lifecycle, looking at how young people connect with their favourite franchises and how those connections change over time, and where the toy industry sits within this pattern. or content creators begin to play a role. Toys is where the concept of fandoms begin, where identity first takes shape and characters become real. For younger children especially, physical ownership is one of the purest expressions of love for a brand.

A

s we enter another Toy Fair season, reflecting on the successes and challenges of 2025 and preparing for a year of new launches, licences and innovation, many of the same strategic challenges are resurfacing with renewed intensity.

The rise of fandoms as a way for brands to tap into the deep and passionate relationships kids and teens form can’t be ignored. Youth audiences derive social and emotional benefits from taking a brand/IP relationship into a bona fide fandom. But kids grow up, and these fandoms wax and wane. For toy companies, it’s essential to be able to navigate this emotional and behavioural ebb and flow.

In our latest study at SuperAwesome, we set out to understand the fandom lifecycle – not just how young people connect with their favourite franchises, but how those connections change over time. We delved into why some fandoms unlock lifelong loyalty while others fade then unexpectedly return, and what became clear is that the traditional notion of fandom as an upward engagement curve is no longer accurate. Instead, fandoms can behave as a cycle, meaning that Gen Alpha and Gen Z audiences discover a world, immerse themselves in it, step away as their interests evolve and then, under the right conditions, come back again.

Toys sit at the heart of this pattern. They’re one of the earliest ways children engage with a fandom, with our research showing an average discovery age of just 3.5 years for toys and collectibles before gaming, streaming

As they grow, their worlds expand. Peer influence increases, interests shift and brands that felt like everything at age five suddenly feel very uncool at nine.

38% of young people drop out of a fandom at some stage, with churn peaking between seven and nine. It might not be because of the IP or the toy; it’s just simple development. One respondent in our study, a boy aged 12, put it plainly: "With Thomas the Tank Engine, as I got more into YouTube, around age six or seven, I didn't really play with my trains that much; I just kind of lost interest.”

Kids aren’t rejecting the fandom itself but growing out of it, at least for now.

What matters for toy brands is that most departures are what we call ‘good exits’: the child hasn’t turned against the brand; they’ve simply moved forward. And this matters because good exits can become returns.

When they re-enter fandoms later, they do it with nostalgia and renewed enthusiasm. Crucially, these re-entries aren’t accidents; something pulls them back in.

Our data shows that new content or a major update was the most common catalyst for re-engagement (UK 24%, US 41%), followed by friends returning to the fandom (UK 32%, US 36%), crossovers with another interest (28%) and finding a new way to interact with the universe, be it a game, movie or event (27%). Nostalgia drives re-entry for around one in five kids and teens in the UK, but it isn’t self-sustaining. We think of it as the spark rather than the fuel that drives the fandom; something else has to be waiting on the other side.

With the rise of Kidults, we can expect to see more tweens and teens tapping back into their favourite fandoms. This presents a meaningful opportunity for toy brands. If many fandom exits are pauses rather than endings, then toy brands should plan beyond discovery and engagement, but also for the comeback. People are still treating product cycles as linear – from launch, through to the peak and then the tail-off. But for youth

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audiences, the curve loops. A brand may rise, fall away and then rise again when a child’s interest is piqued, when a peer group revives desire or when new content breathes life into the franchise. A strategic approach to re-entry can significantly extend the value of a brand or IP. The commercial case is strong too. In the past three months, more than half of young fans made purchases to support a fandom, and nearly a third spent over £75.

Collectibles and merch are badges of belonging, and for many kids and teens, “I have it” means “I’m part of it”. The right toy line can revitalise a franchise just as powerfully as a new content drop, and when tied to storytelling or crossover moments, it’s rocket fuel for returning fans.

With this in mind, 2026 should be the year the toy industry begins planning how fans join and rejoin a franchise. This means thinking more deliberately about age-stage transitions: not fighting to hold them for one more year at the point of churn but preparing to win them back five years down the road. Brands must know the moment a toy range risks being aged out, and how it could return with something new to offer. It means treating crossovers as engines for supercharging interest.

It means recognising YouTube, the No.1 platform for fandom engagement, as a place where toy brands can spark re-entry through content, creator challenges or playful storytelling. And it means treating nostalgia as a lever that works best when paired with freshness.

Ultimately, fandoms endure because they’re emotional. Toys endure because they’re physical. When the two intersect at the right moment in childhood, they build memories that last beyond a trend cycle. It’s true, the next generation moves on quickly. But they also come back regularly. Companies have to go beyond capturing kids’ imagination and think about how to welcome them home when they return.

If the last decade taught us how to spark fandoms, the next will teach us how to sustain them. And the brands that understand the loop beyond the launch will be the ones building the franchises we’ll still be talking about at Toy Fair in the years to come.

Opinion

Asha Bhalsod

Amazon - are you

focusing on sell in or sell out?

Asha Bhalsod runs Etopia Consultancy, advising brands on their eCommerce strategy and how to grow their Amazon business.

Here, she explains that toy companies need to let their brands’ performance do the talking in order to succeed on the platform.

spring/summer and autumn/winter. That rhythm works beautifully for traditional retail; buyers want fresh. But on Amazon, that same approach backfires. The platform doesn’t reward range refreshes. It rewards relevance, performance and history. So when you pull a product that’s working, just to launch the next wave, you’re forcing the system to start from scratch. The algorithm doesn’t follow your marketing calendar. It follows the data. And the old ASIN is what has the glance views, the conversion history, the demand signals.

If brands retire a product, launch the shiny new version, spend again, advertise again and try to rebuild what they already had, they may well find themselves wondering why it’s not scaling. Amazon thrives on consistency and evergreen products win. The smartest brands are learning to hold steady, build slow and layer in newness without burning down what’s already working.

Amazon Vendor Negotiations in 2026 – what to expect: Whether they say it or not, Amazon tiers vendors. Tier 1 vendors? They have a Vendor Manager (VM), regular meetings and often a seat at the table for major planning conversations. Tier 2 is where most of the toy category sits, while those on Vendor Self-Serve (VSS) have no Vendor Manager at all, sitting outside the tiers entirely. That doesn’t mean they’re not important, it just means they need to work smarter with the access they have.

Anyone invited to Annual Vendor Negotiations (AVNs) this year should bear this in mind: Amazon will reward brands with a clear plan. The ones who walk in knowing their strategy - on pricing, supply chain, AVS usage, marketing, and profitability - are the ones who will come out with terms that support growth. If terms are being auto renewed with no discussion, it usually means one thing: you're profitable for Amazon. So why would they want to change anything?

As we kick off 2026, here’s the honest truth: the Amazon game hasn’t changed much. But that’s exactly the problem.

Amazon still isn’t a traditional retailer. It doesn’t run on seasonal buying cycles or buyer relationships. It runs on algorithms, data and demand signals. And yet, many toy brands are still applying the same wholesale mindset and wondering why the channel isn’t working as well as it could for them.

One of the biggest gaps we continue to see is product strategy.

Most toy brands flood Amazon with newness every

Those who’ve been ignoring overstock for months shouldn’t be surprised when it shows up in the next set of terms - less favourable and far more expensive. Amazon runs lean. If stock isn’t selling, it’s a problem - for them and for you. Vendors not selling through are hurting their Net PPM and the system’s faith in their products. That matters more than you might think and impacts reorders, forecasting and churn rate within the algorithm.

Looking ahead, we expect Amazon to tighten terms around inventory liability. Think of it like a “Born to Run” in reverse: if stock isn’t moving within a defined window, suppliers will be asked to discount it or take it back. This is already being trialled.

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So what’s the move?

• Go into AVNs with a clear plan, not just a negotiation mindset.

• M onitor stock health like your margin depends on it—because it does.

• T ake control of aging inventory before Amazon forces the issue.

• A nd remember: your VM is still human. They need to show the category leader that you’re contributing to profitable growth.

Moving beyond Amazon Ads into AMC: Sponsored Ads remain essential, but in 2026, the real shift is towards Amazon Marketing Cloud (AMC). It’s no longer just about visibility, it’s about intelligence. AMC gives toy brands the kind of granular, end-to-end insights that unlock smarter decisions across the full customer journey.

With AMC, brands can: • Track new-to-brand vs loyal buyers.

• See which ads are influencing purchases.

• B uild custom retargeting audiences; basket abandoners, loyal customers, high-intent browsers.

• M easure real incremental sales during peak events like Prime Day or Black Friday.

To only look at ROAS (Return on Ad Spend) is to miss the bigger picture. AMC is where strategy lives now. It’s also where marketing teams need to sharpen up—because understanding how AMC works is fast becoming essential, not optional.

Toys remain one of Amazon’s most powerful and competitive categories. Each brand matters. Product matters. But to succeed in 2026, strategy matters more.

AVNs will continue to be challenging, with Amazon focused squarely on profit. It’s vital to walk into those negotiations with a clear, win-win plan.

And remember: the brands that win on Amazon are the ones that understand this is a sell-out business, not a sell-in one. It’s not about pushing for more POs or chasing Net Receipts. It’s about doing the brilliant basics - smart ads, strong content, healthy stock - and letting performance do the talking.

Focus on what Amazon values, and the orders will follow.

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THE FUN AND GAMES AT SPRING FAIR 2026 Discover toys, games and play products children love and parents trust.

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Opinion

Tony Bugg

Australia’s

Toy Market 2025 What the UK toy industry can learn from down under

Letter from Australia

Tony Bugg is publisher of The Toy Universe - a B2B toy industry publication which features toy news covering Australia and New Zealand. Having held senior Sales and Marketing roles for over 30 years, in 2008 Tony founded The Bugg Report to produce news on brands and licensing. He has held the positions of director of the Australian Toy Association and MD of Licensing International in Australia & New Zealand. Here he shares the latest toy market news from down under with Toy World readers.

T

he Australian market, long seen as a testbed for international trends, showed solid mid-single-digit growth in 2025, driven by adult collectors, licensing powerhouses and event-driven retail. According to Circana, the market was tracking around +7% in value year-to-date in November, placing Australia squarely in line with global recovery across the G12 nations. The tone from local retailers was one of measured optimism: cautious opento-buy budgets, but strong consumer pull where passion and IP meet. I believe that Australia is a good barometer, with its blend of Kidult culture, fandom and creative retail mirrors.

In Australia, after a tougher 2023–24, interest rate cuts and improving household sentiment have lifted the outlook. The Reserve Bank of Australia has already eased monetary policy, signalling more support to come. Inflation is still moderating, but shoppers remain value conscious. Retailers tended to favour tighter assortments, faster turns and flexible stock replenishment heading into the Christmas period.

The main category dynamics driving growth included:

• Kidult & Collectibles - adult consumers are the growth engine, buying across Lego, Pokémon, die-cast, anime and film IPs and premium plush. Displayready packaging and numbered exclusives are resonating.

• Motorsport & Performance Licensing - Australia’s national love affair with racing, from Formula 1 to V8 Supercars, is fuelling toy and lifestyle ranges alike. Lego Speed Champions and Hot Wheels, plus local diecast player, Oz Wheels, are all front runners, while locally licensed apparel and accessories are performing strongly.

• Pre-school with giftable twists - Bluey is still unstoppable. Beyond traditional playsets, Australian suppliers are innovating with seasonal collectible coins, plush variants and gift-box editions, proving that pre-school can stretch into keepsake territory.

• Channel Resilience - Amazon Australia continues its ascent, yet independent retailers and larger specialists thrive through community, novelty and in-store theatre. Kmart’s own brand Anko continues to grow and dominate the mass space.

In Q4 2025, trends dominating the market included Licensed Construction & Vehicles, especially Lego tie-ins around motorsport, pop culture and entertainment; Trading Cards & Blind Collectibles, particularly Pokémon, with bundled tins and event-based releases; Kidult plush, with scarcity cycles, variants and retired SKUs building repeat visits and STEM / Creative Play, as Learning Value continues to drive parent choice.

Alongside this growth, challenges remain; a value versus inflation hangover means that even with falling rates, shoppers have remained cautious, and own-label pressure is rising. Retailers have been forced to stay focused on inventory precision; shorter lead times help, but late-season demand spikes (weeks 48–51) in the Aussie market risked stock outages. Bluey continues to surge and dominate the overall pre-school market, making it tough for anyone else in the space. However, it has also developed from a purely pre-school property into an evergreen cultural icon, expanding into premium gifting.

For Christmas 2025, the market was on track for value growth of +2–4% (flat to –1% in units). Following list-building and educational gifting in early November and heavy multi-buy incentives during Black Friday/Cyber Week, there was a “LastMinute Made Easy” click-and-collect push from mid-December.

My main takeaways are that in the Australian market, community still counts, as independent specialists have built loyalty through demonstrations and creator tie-ins. In licensing, it is depth, not breadth that counts, with focused IP ranges outperforming scattergun approaches. Especially over the festive season, bundles, exclusives and limited holiday runs add excitement and FOMO. And as Click-andCollect matures, Australian retailers have turned fulfilment speed into a competitive weapon.

Australia entered Christmas 2025 with disciplined optimism, resulting in a market recovering through fandom, strong IP and retail ingenuity.

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2026 Preview MGA Entertainment 07488 335 251 | www.mgae.com

MGA Entertianment will be expanding its portfolio of popular brands in 2026, introducing new ranges across L.O.L. Surprise!, MGA’s Miniverse and Little Tikes.

This spring, global collectible doll brand L.O.L. Surprise! is set to elevate its highly successful Mermaids range with the introduction of make-up. Combining children’s love for collectibles and cosmetics, the new L.O.L. Surprise! Mermaids Makeover Magic range features a new play pattern that allows fans to create their own mermaid makeup looks for their Tot and them. Suitable for children aged four years and over, there are six Tots characters to collect. Each Mermaid Tot includes a detachable tail and two colours that can be mixed together to create unique shimmery make-up. The make-up can be stored inside the Tot and be taken on the go.

Completing the range is the L.O.L. Surprise! Mermaids Makeover Magic Baby Sisters, featuring a brand-new make-up stamp surprise. The Baby Sisters tail can be popped open to reveal the unique stamp.

Also in the spring, MGA’s Miniverse will be diving under the sea with the launch of Make It Mini SpongeBob SquarePants collectibles. The new range features realistic SpongeBob themed “ingredients” and accessories to make mini replicas of favourite food and moments from the popular series. Each ball turns into a pineapple-themed display case with a mini table from The Krusty Krab, with The Krabby Patty, Kelp Shake and Pretty Patties all to collect.

Little Tikes is set to release a new range of licensed stories later this year for the iconic Little Tikes Story Dream Machine, which lets children watch, listen and read along to their favourite stories by themselves, or with friends and parents. The new story releases, licensed from leading publishing houses, will build on popular family favourite licensed story collections already available for the Little Tikes Story Dream Machine including the Peppa Pig Friendship Collection, Sesame Street Elmo Cookie Monster & Friends Collection and the World of Eric Carle The Very Collection. The new story releases will also include Aesop’s FairyTale Collection, bringing classic fables to life with charming projections, the Paw Patrol Exploration Collection, which will send little ones on heroic night-time adventures with their favourite rescue pups, and the Gabby’s Dollhouse Collection, which invites little dreamers into a whimsical world of creativity, friendship and cat-filled fun.

The Little Tikes Story Dream Machine's user-friendly functions allow families to simply insert a story cartridge and enjoy a multi-sensory storytime, projecting onto any surface with built-in colourful lights and sound effects that help each story to magically unfold.

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2026 Preview Golden Bear Toys

01952 608 308 | www.goldenbeartoys.com | customerservices@goldenbeartoys.co.uk After over 40 years of making toys for children of all ages, in 2026, Golden Bear continues its legacy of bringing joy to playtime with a lineup of new releases across toys, games and sports as well as ventures into new markets. Each launch is designed to spark imagination, bring joy and create magical moments for children and families alike.

Building on the legacy of the award-winning sports toy, the Strikesphere Soccer Bot is levelling up with the launch of the new Soccer Bot 2.0. This next generation of indoor football opponent lets players sharpen their close control abilities with three speed modes and a new multiplayer mode for thrilling head-to-head challenges with friends. Soccer Bot 2.0 also delivers enhanced tracking and faster movement, supporting the development of real football skills that translate directly onto the pitch. With a refreshed design, a new illuminated ball for playing in the dark, an updated high gloss LED screen display and a built-in disc holder, football fans can elevate their game to the next level using a product that is endorsed by professional premier league players.

Following the viral success of Soccer Bot and the powerhouse Soccer Launcher, Strikesphere is taking sports innovation to the next level with the all-new Speed Ball. This next-generation training tool empowers players 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. Speed Ball transforms training into play, keeping young players active, motivated and coming back for more. With gift appeal and an accessible price point, this ball is fun and engaging beyond the standard football.

Elsewhere in sports, after perfecting the winning playbook with its football offering, Strikesphere is now looking to bring that same formula of success to the global sporting powerhouse that is basketball. As the second most popular team sport among 5-to-16-year-olds in the UK, basketball is the natural next step for the brand’s growth.

Leading the charge is B-Ball Bounce, the interactive indoor basketball trainer. Its innovative, technology-driven design features light guided drills for next level skills that elevate players’ ball handling skills. This space-efficient training solution features slimline light-up targets with easy storage, quick set up and customisable layout options for simple play. With three gameplay modes, immersive lights and audio, a lightweight design and both solo and multiplayer options, B-Ball Bounce delivers an elevated training experience unlike anything currently on the market. It also offers engaging content and exciting marketing opportunities for media campaigns.

Tapping into the sporting world in its games offering, Golden Bear is launching a collaboration with global football content creator SV2: SV2’s Ultimate Baller. This high-energy footie-themed challenge game captures the fun, skills and banter that SV2’s fans know and love in one competitive game. Blending football skills, trivia and physical tasks across six categories, this game offers an accessible, family-friendly experience for anyone who loves the game. With 5.3m subscribers and 1.4b views on YouTube, SV2 brings global reach and a captivated audience of football mad fans keen to get their hands on the game.

Venturing into new creative territory, Golden Bear is set to shake up the Arts & Crafts space with new brand Squishy Doodles. Squishy Doodles is a bold, vibrant craft kit that redefines hands-on creativity and self-expression, breaking the mould with an on-trend, standout aesthetic and simple activity suitable for all ages. Users simply take their doodle foam and squish it into the frame to bring their creation to life. There’s no mess and no drying time, just an instant, one-of-a-kind masterpiece ready to display or use as playground backpack currency. With its collectible, display-worthy range at multiple price points, Squishy Doodles has an unmistakable visual identity with endless opportunity for viral-worthy content.

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

All new products will launch with fully integrated PR support and carefully tailored marketing plans designed to maximise visibility, drive consumer excitement and ensure a successful entry into the market. From media outreach and influencer partnerships to strategic digital campaigns and top-class content, Golden Bear’s media strategy will set the stage for brand growth and long-term success.

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Shaping the future of product content As 2025 came to a close, Icecat marked another year of strong momentum across the global toy market. Now working with more than 150 toy brands and an expanding network of retailers syndicating enriched content, Icecat further strengthened its role as a trusted connector between manufacturers, retailers and consumers.

I

n a year defined by rising expectations for product storytelling and seamless data exchange, Icecat focused on delivering smarter tools and smoother collaboration, raising the standard for product experiences across the toy industry.

Preparing toys for the AI era As AI takes a bigger role in how consumers discover and buy products, structured product information has never been more crucial. Icecat is already leveraging AI to make product content creation faster and more consistent, from automated translations to multilingual Enhanced Content.

Looking ahead, AI will increasingly act as a gatekeeper: it recommends, compares and even completes purchases on behalf of consumers. For brands and retailers, this means product data must be complete, wellstructured and AI-readable. Icecat’s roadmap focuses on providing this foundation, helping partners prepare for a future where machines, not just humans, drive buying decisions.

Icecat powers premium Amazon experiences for toy brands In today’s crowded digital marketplace, a basic Amazon listing is no longer enough to stand out. Toy brands need a seamless, end-to-end solution to manage and enrich their product content — and that’s where Icecat comes in.

Icecat’s Amazon Connectivity suite offers three integrated services to cover every stage of Amazon content management. Basic Content Syndication ensures products are listed swiftly and accurately, automating delivery while keeping data compliant. E-Merchandising takes it a step further, optimising visibility and sales potential through correct ASIN creation, variation management and smart Brandstore structuring.

At the heart of the suite is A+ Content, which elevates product pages with rich media and engaging storytelling. Icecat supports both A+ Standard and all advanced A+ Premium modules via direct API integration, helping brands create consistent, high-quality visual experiences that build trust with shoppers. By combining these three services in a single workflow, brands ensure their products are not only listed correctly but also presented in a way that drives engagement and conversion.

Looking ahead As we step into 2026, Icecat is full of optimism for the year ahead, seeing great opportunities to expand both its network of toy brands and its community of retailers, helping even more partners share rich, engaging product content worldwide.

To learn more about Icecat’s offerings, Toy World readers are invited to get in touch with Nathalie ter Horst and René Rozendal at:

nathalie.ter.horst@icecat.com rene.rozendal@icecat.com.

As we continue to improve and add more features to Icecat Studio, creating high-quality product stories and enhanced (A+) content will become even smoother and more efficient.

Icecat is also looking forward to connecting in person at both the London Toy Fair and Spielwarenmesse in Nuremberg, where toy brands can explore how Icecat helps them optimise product content and maximise visibility online.

Icecat will be visiting the London Toy Fair on 20th–21st January and the Spielwarenmesse from 27th–30th January and is happy to make appointments for meetings at either show.

2026 Preview PMI

www.pmitoys.com | omer@pmitoys.com PMI enters 2026 with a refreshed and expanded portfolio shaped around fan culture, surprise play, design innovation and entertainment relevance. The company’s upcoming ranges showcase its growing strengths in Kidult collecting, gaming, pre-school and character driven storytelling, with launches that reflect current trends and the evolving expectations of retailers and fans worldwide.

Fuggler continues to be one of PMI’s standout success stories and remains a leader in the quirky collectible trend that has captivated older children, teens and adult fans. For 2026, PMI expands the brand with two complete series featuring new characters, unconventional textures and mischievous personalities, all designed for shareable, display-worthy collecting. The lineup includes collectible figures, keychains, squishies and new surprise formats that amplify the brand’s signature chaotic humour. New licensed characters debut in Series 4, adding a fresh layer of collectability. Retailers can expect strong engagement and repeat purchase behaviour supported by social buzz and creator driven excitement.

Care Bears remains a timeless evergreen property, and PMI’s 2026 range leans into its multigenerational appeal with an assortment that includes mini collectible figures in foil bags, soft squishies, keychains, clip on plush characters and capsule formats that create a sense of discovery. Each SKU highlights the emotional warmth, colour and nostalgia that keep Care Bears at the centre of character culture. For 2026, the Care Bears collaboration with Hello Kitty is a crossover that unites two global icons with immense fanbases and emotional heritage. The range features mini figures, plush items and surprise collectible formats that blend the visual identities of both worlds, creating a high appeal line positioned to stand out at retail.

PMI will also deepen its presence in gaming culture with a new Minecraft assortment for 2026. The offering includes blind capsules, erasers, Topeez, windup items and additional collectible or interactive SKUs that reflect the game loved by millions of players worldwide. Each item prioritises tactile engagement and recognisable design language.

With evergreen demand for Minecraft products across mass, specialist and online retail, PMI’s extended line provides a consistent flow of newness and strong cross-category merchandising potential.

Following the strong performance of PMI’s first UFC collection, Series 2 arrives with an updated roster of globally recognised fighters including Ilia Topuria, Tom Aspinall, Alexa Grasso and more. The range expands across Punching Bag Capsules, new articulated action figures, legendary fight 2-packs, Speed Bag Capsules and complete collectible fight sets. These additions support PMI’s growing influence within the Kidult market and tap directly into the increasing cultural presence of UFC. Retailers can expect broad male tween to adult appeal with strong gifting potential. Support for the line will include influencer collaborations and strategic social content tied to major UFC moments.

Naruto Shippuden continues to attract a passionate and expanding global fanbase, strengthened by more than 250m manga volumes sold worldwide. PMI’s 2026 assortment includes sculpted collectible figures, stampers, blind capsules and plush items, each designed with attention to character accuracy and dynamic storytelling. Formats offer multiple entry points for fans collecting heroes and villains across different price levels.

For younger fans, The Creature Cases line delivers playful and narrative-driven pre-school play. Inspired by the show’s blend of mystery solving and animal facts, the range includes collectible figures and unboxing sets built around vehicles and iconic elements from the series; even the RON Jet receives a real-world interpretation. The property’s clear story framework blends naturally with PMI’s expertise in creating surprise centred experiences, offering a strong collection for pre-school shelves in 2026.

A major debut for 2026 is PMI’s first-ever toy and collectible line for Garena Free Fire, the most downloaded mobile action game in the world. The assortment includes detailed collectible figures, vibrant blind capsules and a large-scale trading card programme that captures the weapon styles, character designs and high energy feel of the game. With Free Fire’s enormous reach across gaming and e-sports communities, this range is positioned for strong engagement among players and online creators.

PMI has also released Italian Brainrot collectibles as part of this range, with products being designed for trend driven teens and young adult collectors. Italian Brainrot embraces the surreal and comedic humour currently dominating social platforms and characters such as Bombardino Crocodillo and Ballerina Cappuccina are part of the range.

A lineup of 35 international football stars presented as seven-centimetre collectible figures will also be introduced under the Supergoal brand name. Supergoal will offer collectibles across shoe-capsules, foil bags, blind boxes and multi pack assortments. With major football events approaching in 2026, this range is timed for elevated global interest. Posters and collector guides will enrich the experience, support repeat purchasing and make Supergoal a strong year-round collectible.

Booksy makes a celebrated return through the Disney Edition, highlighting beloved characters in narrative-rich collectible formats. The line will expand throughout the year with new licensed Disney favourites and Care Bears titles. Booksy’s blend of story and surprise creates an ideal position in the collectible market, appealing to families and educators as well as young fans.

Rounding out the preview is Miiloo and Nagi, PMI’s new plush concept created for Generation Z. Soft, rounded and expressive, these characters combine emotional appeal with contemporary aesthetic sensibilities. The first series features seven collectible characters sold in premium illustrated blind boxes with a secret chase figure that enhances long term collectability.

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The Viral SensatioN Co mes to the UK!

Come and visit us at Nuremberg Spielwarenmesse - Hall 6, Stand C-39!

Contact Claire Vernon to make an appointment - c.vernon@goldenbeartoys.co.uk

2026 Preview PMS International

0126 850 5050 | www.pmsb2b.com | sales@pmsplc.com PMS International moves into 2026 with a portfolio of market-leading, trend-driven, commercially successful ranges. Its core brands, Elves Behavin’ Badly, Softlings and Mochi Pop, are primed for another standout year, supported by high-volume appeal, agile innovation and reliable supply. With focused development, strong marketing and impactful merchandising, PMS offers retailers originality, dependability and year-round performance.

Elves Behavin’ Badly remains one of the UK’s most iconic festive ranges, captivating families with its lively characters and mischievous storytelling. Now distributed in more than 40 countries and embraced by over 16m households, the brand enters 2026 stronger than ever. The instantly recognisable Elfie and Elvie - featuring soft bodies, long legs and expressive vinyl faces - continue to anchor the range, supported by Rudie the caribou and a broad cast of props and accessories that shape festive storytelling traditions. These characters fuel an annual surge of #Pranksmas activity, driving social engagement and reinforcing their position as a cultural staple of the Christmas season.

For 2026, PMS expands the Elves Behavin’ Badly universe with a refreshed product line-up designed to boost creativity, collectability and engagement. The new Elf Babies bring charm with detailed vinyl faces, soft bodies and playful proportions, encouraging multi-purchase behaviour and deepening family connection to the brand.

Complementing them is an all-new Arts & Crafts range, offering scene-building kits, decoration sets and festive activity packs aligned with hands-on creativity and user-generated content trends. Expanded prank and prop kits, updated for the short-form video landscape, ensure families can keep creating and sharing festive antics.

These developments are reinforced by marketing and experiential activity. The 2026 plan includes national social campaigns, celebrity partnerships, tailored digital assets and live events inspired by successful activations at The Trafford Centre, Manchester and Drayton Manor. Collaborations, from comedian Josh Widdicombe in 2024 to The AA UK and Volkswagen in 2025, further elevate visibility. Combined with a growing licensing programme in apparel, gifting, confectionery and home décor, and supported by reliable stock, flexible MOQs and strong merchandising, Elves Behavin’ Badly remains a proven seasonal powerhouse for retailers.

Alongside Elves Behavin’ Badly, Mochi Pop continues to shine as one of PMS’ most successful and trend-responsive character ranges. With its kawaii styling, expressive faces and soft tactile appeal, the brand resonates with children, tweens and young adults. For 2026, Mochi Pop strengthens its focus on collectability, impulse value and social-mediaready designs. Leading the offer are the Mochi Pop Snack Packs, now featuring the trio of Kitty, Penguin and Dino in playful snack-themed packaging, making it a winning format across grocery, variety, gifting and fashion-led retail. The new Matcha Tea character taps into café culture trends, expanding lifestyle appeal.

The Guimi Dolls collection brings a boost to the Mochi Pop universe in 2026, unifying three complementary formats built for impulse, collectability and repeat purchase. The Guimi Dolls Surprise Head Blind Box features six assorted characters: Dog, Dragon, Axolotl, Unicorn, Frog and Bunny, hidden inside colourful, eye-catching boxes. The 10cm Guimi Dolls Head Capsules offer the same six characters in bright, compact capsules ideal for vending, checkout zones and novelty assortments. The larger 16cm Guimi Dolls Surprise Blind Box delivers a full-size collectible doll with elevated unboxing appeal. Across all formats, bold packaging, strong reveal moments and accessible price points make Guimi a compelling proposition for retailers seeking fast-turning novelty product.

Completing the Mochi Pop line-up are Headband Buddies, wearable character headbands featuring Axolotls, Penguins, Highland Cows, Capybaras and more. Lightweight and fun, this product taps into fashion-accessory trends and seasonal events, offering retailers an impulse-friendly line that performs strongly across front-of-store and promotional zones.

Softlings adds further depth to PMS’ character-driven offering, reimagining everyday items as quirky, expressive personalities. Defined by humour, bold colour and tactile elements, Softlings has rapidly built a loyal following. The Foodies range continues to excel, and 2026 introduces themed characters including Egg & Soldiers, Fish & Chips and an expanded Chocolate Eggs assortment for Easter. These are available in three designs and two sizes (14cm and 17cm) and are each presented in an attractive gift box to maximise gifting potential. Colourful Ice Lollies join the line-up for summer, delivering strong visual impact and broad cross-category appeal.

A standout performer for the brand has been the Softlings Mystery Blind Bags. Their colourful foil packaging, engaging surprise element and accessible price point have made them one of PMS’ fastest-turning collectible formats. For 2026, PMS is expanding the blind bag universe with new characters and refreshed designs to maintain momentum and drive ongoing repeat purchases.

Launching this year, Softlings Sleepyhead Mini Plush is a 15cm assortment featuring Lamb, Koala, Bunny and Bear, each tucked inside a soft duvet-style pouch with embroidered features.

With emotional appeal, compact size and strong multi-purchase potential, Sleepyheads broadens the brand’s reach across gifting and bedtime comfort. Completing the Softlings universe is Little Cling’ems, an ideal low-price impulse line featuring an attachable animal assortment designed to clip onto bags, stationery and clothing.

Across all its brands, PMS International remains committed to supporting retail success through reliable stock, flexible MOQs, eye-catching CDU and FSDU formats and comprehensive digital and social marketing support. Combined with PMS’ in-house design expertise and agile trend response, the 2026 portfolio is well positioned to deliver products that customers love and retailers can confidently rely on.

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A brand trusted by parents for over 18 years!

Consistently growing, consistently loved An iconic part of the day and nighttime routine!

NEW LOOK!

Igglepiggle & Friends arriving AW26! © WildBrain.

Come and visit us at Nuremberg Spielwarenmesse - Hall 6, Stand C-39!

Contact Claire Vernon to make an appointment - c.vernon@goldenbeartoys.co.uk

2026 Preview Rubber Road

www.rubberroad.com | sales@rubberroad.com 2025 was the most successful year to date for the quirky cosplaying collectible brand Tubbz, with over 5m units sold. As the brand marches into 2026, Tubbz is already on track to double sales thanks to Rubber Road having signed up some fantastic new licence partners. There are new pop culture legends in line for the rubber duck makeover and a whole new category on the horizon.

From day one, Rubber Road had ambitious plans for the Tubbz brand. The business is agile and can make quick decisions; Rubber Road has pivoted where necessary to ensure it is offering the best licences and designs to become a major player in the collectibles arena. The brand is always assessing, adapting and developing, and its plans are paying off. There are even bigger things coming in 2026 to take the business to a new level.

Tubbz is now working with leading retailers and some of the best licence partners in global entertainment including Universal, Warner Bros, Mojang, Scott Games, Lionsgate, Sega and Paramount. The brand has remained relevant, dropping characters to celebrate key moments in pop culture and capitalise on hype surrounding new movies, TV shows, anniversaries and more. Alongside the release of major blockbuster movies in 2025, Tubbz unveiled characters for Minecraft, How to Train Your Dragon, Jurassic World: Rebirth and Wicked: For Good.

Tubbz has committed to creating a range that has something for everyone, and this has led to the introduction of Mini Tubbz, a brand which has taken Tubbz into mass market retailers, impulse and pocket-money aisles, dramatically increasing volume. Bringing back popular First Editions as evergreen Boxed Editions has also satisfied demand for bigger licences and attracted new retailers who can confidently set out their first Tubbz stall with tried and tested best-sellers.

Tubbz has created ‘one and done’ Special Editions to appeal to fans of specific franchises. To mark the 50th anniversary of Jaws, the Jaws: Tubbz Orca Boat Special Edition, complete with four Tubbz characters, was released. Retailers sold out and re-ordered within 24 hours, confirming anniversaries are well worth celebrating.

In 2026, Rubber Road’s Tubbz will continue to commemorate relevant pop culture moments. The second series of Amazon Prime’s hugely successful Fallout lands just before Christmas, and the current Fallout Tubbz collection will grow with the introduction of new characters from the show. Joining the likes of Vault Boy, Vault Girl and Nuka Cola Girl from the original game are new Lucy Maclean, Ghoul and Maximus characters. All available as Collector’s Editions complete with a Fallout branded bathtub for display, there is also a Boxed Edition packaged in a stylish box and Mini Tubbz with the same detail but just two inches high.

Elphaba and Glinda from the first Wicked movie were huge sellers and so naturally other characters dropped when Wicked: For Good hit the big screen at the end of last year. Prince Fiyero, The Wizard, Flying Monkey and Madame Morrible joined the crew as the Wicked journey continues. January sees the original Wizard of Oz icons, Dorothy Gale, Scarecrow, Cowardly Lion and Tin Man secure Tubbz status. All come as Collector’s, Boxed and Mini editions. The Cowardly Lion Collector’s Edition has extra special detail with soft, flocked fur, and all Wizard of Oz Tubbz are available now.

Summer will see the biggest launch yet for Tubbz as the brand enters a whole new category, providing incremental revenue for retailers. The product design team has spent two years developing this new collection and has upped the stakes in terms of quality, design, collectability and price. The result is a fun collection that significantly enhances, but doesn’t cannibalise, the current Tubbz offering and is guaranteed to make waves in a new category. Rubber Road has been blown away by feedback from its global retail partners, and orders are already in for this new launch. The first wave lands in June and several more collections are ready to go with drops already planned until the end of 2027. This is going to be the biggest launch Tubbz has had to date, and the team can’t wait to see it take off.

There are already over 500 characters to collect, also including legends from Sonic the Hedgehog, Jujutsu Kaisen, Hazbin Hotel, Teenage Mutant Ninja Turtles, John Wick, Resident Evil, Ghostbusters, DC Comics, Star Trek, Friends, Five Nights at Freddys, Shrek, Kung Fu Panda, Minions, Lord of the Rings, Tomb Raider to name a few.

Get in touch with the company on the details above to find out more about becoming a stockist.

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Licensing World Jazwares announces tie-ups with KPop Demon Hunters and Spiralcute Jazwares has revealed plans to create a full line of plush, Squishmallows and BumBumz inspired by Netflix’s global phenomenon, KPop Demon Hunters, set to roll out at US and worldwide retailers this year. For KPop Demon Hunters and Squishmallows fans, pre-sale for mythical sidekicks, Derpy 12” Squishmallows and Sussie 8” Squishmallows began in December, with shipment expected for May 2026.

“The range lets kids and collectors step into the KPop Demon Hunters universe that’s buzzing across screens and social media,” said Jeremy Padawer, chief Brand officer at Jazwares. “Being involved in fandoms such as KPop Demon Hunters reinforces our commitment to shaping products at the intersection of pop culture, collecting and play.”

The KPop Demon Hunters lineup will include a wide range of plush featuring fan favourite heroes, villains and sidekicks. Themed Squishmallows will be available worldwide, and other Jazwares plush brands will be available in the US, Canada, Latin America, EMEA, Australia and New Zealand. The first wave of products is expected to land in 2026 Meanwhile, Spiralcute and Jazwares have announced a multi-year partnership to produce toys and collectibles. Founded in 2009, artist-driven character management agency Spiralcute brings Japan’s beloved pop-culture phenomena to life, partnering with visionary creators and crafting unique, emotionally resonant character brands that captivate fans and spark cultural trends across Asia. The recent launch of Spiralcute International in Los Angeles positions the company to scale these fan-favourite brands worldwide, transforming them into powerhouse global lifestyle franchises.

Available worldwide (excluding Asia), the first Mofusand and Chiikawa lines will launch in autumn 2026, with Koupen Chan and further extensions rolling out from spring 2027.

In the UK, Jazwares can be contacted on 020 3598 5119, or see the company website for more on the company’s extensive ranges.

Moose Toys to launch One Piece line ahead of new season In their first licensing collaboration Moose Toys, in partnership with Netflix and Tomorrow Studios, has brought to life heroes from the epic live-action show, One Piece. The extensive new line includes action figures, collectibles and plush of Monkey D. Luffy, and the Straw Hat crew Zoro, Nami, Usopp and Sanji, who will land on shelves ahead of the series’ Season 2 premiere on 10th March, 2026. Also appearing in the debut line is fan favourite Tony Tony Chopper, who appears in the live-action series in the upcoming season.

“We’re making our mark in this ultra-hot series. Every toy in this line represents a love letter to the fans. We’ve paid attention to the authentic details, giving them different ways to experience their favourite One Piece pirates,” said Joe Smith, VP of Global Marketing, licensed brands, Moose Toys.

The new range includes 2” Mini Action Figures; 6” Adventure Series Action Figures with accessories and 12” Action Figures, each intricately detailed with different points of articulation. In plush, there’s premium 8” Plush, perfect for reliving epic adventures or creating new ones; Tony Tony Chopper Plush at 11″ tall in his signature hat and Tony Tony Chopper’s Plush Hat in a soft, oversized design including Chopper’s iconic antlers. The Going Merry Collector Ship rounds out the range, featuring an exclusive two-inch Monkey D. Luffy mini action figure at the helm.

The One Piece line launches in January 2026, with a full rollout in March.

For more information, contact Moose on 01637 882 200.

Wow! Stuff and Libertas announce Fuggler Puppetronics range Wow! Stuff has announced a brand-new partnership with Libertas Brands to unleash Fuggler Puppetronics.

Set to launch in Q3 2026, the new Fuggler Puppetronic range offers a uniquely chaotic take on the brand’s offbeat personality, pairing enhanced scale with the signature expressive performance Puppetronics is known for. Packaging will retain the unmistakable Fuggler graphic identity while integrating Puppetronics branding for a bold, blended look.

Fuggler Puppetronics launches with a lineup of fan favourite characters, and each features 40+ combined sounds and actions, expressive mouth and eye movement, touch sensors and Puppetronics’ signature ‘brought-to-life-by-you’ puppetry. And in true Fuggler fashion, this new collection pushes the humour further than ever: the characters fart, burp and include a two-way chatting mode for interacting with other Fugglers.

"Fugglers are utterly unmistakable," said Graeme Taylor, R&D director at Wow! Stuff. "They are, without doubt, the world’s most wonderfully weird, mischievous and all-round lovable troublemakers, and Puppetronics gives us the perfect way to highlight every bit of that personality. With expressive movements, unpredictable reactions and more than a smack of classic Fuggler commotion, they feel more alive than ever."

"The Fuggler brand is moving into new and exciting territory," added Mark Kingston, CEO & Co-founder at Libertas Brands. "Wow! Stuff understands the humour, the quirkiness and the personality at the heart of Fuggler. The company's Puppetronics category brings all of that to life through a seamless mix of tech and hand-driven puppetry. It’s a fantastic fit and offers fans a fresh, fun way to interact with the wonderful world of Fugglers."

The new line of Fuggler Puppetronics will be supported by Wow! Stuff’s high-impact Puppetronics marketing programme, including social content, influencer collaborations, POS theatre and in-store demonstration opportunities.

Wow! Stuff can be contacted on 07817 273 766.

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The UK’s leading manufacturing partner for licensed Reusable Bags, Health & Beauty, House & Home and Food & Snacks products.

To find out more visit: www.solentgroup.co.uk, or contact mel.beer@solentgroup.co.uk

Licensing World Zuru expands global licensing portfolio for 2026 Zuru continues to expand its global licensing portfolio, with 2026 shaping up to be a landmark year for the company across collectibles, plush and character-driven play. With a host of high-profile partnerships and an increasingly viral presence online, Zuru enters the new year with strong momentum and a line-up that brings some of the world’s most iconic brands into fresh, disruptive collections.

Kicking off the year is the launch of FIFA World Cup 2026 Ballers, the newest evolution of Zuru’s breakout Ballers brand. Building on the success of NBA Ballers, which amassed over 120m TikTok views, the new football assortment arrives as an officially licensed FIFA product and is poised to be a major global collectible in 2026. The series features 33 players, seven Rares and two Super Rares, including a Super Rare Lionel Messi and a Rare Harry Kane. Each capsule includes a player figure, collector coin or poster, football and surprise accessory, giving fans sculpted memorabilia that celebrates the world’s biggest sporting event.

Zuru’s long-standing partnership with Disney also continues to strengthen in 2026 with the launch of My Mini Baby Disney Series One. Blending Disney magic with the ultra-realism and charm of the My Mini brand, the line arrives as a key collectible for younger fans and adult Disney enthusiasts alike. With detailed miniatures, styling and strong cross-category appeal, My Mini Baby Disney builds on Zuru’s heritage of delivering highly sought-after licensed collectibles that resonate globally.

Fuggler remains a driving force for the business. Since acquiring the brand, Zuru has cemented Fuggler as a viral sensation on TikTok, now boasting 823k followers, 15m likes and more than 449m views in 2025 alone, fuelled by over 1.9m shares and thousands of influencer-led UGC videos. Recent highlights include the explosive reveal of Fuggler x SpongeBob SquarePants, generating over 1.6m views across three posts, followed by a wave of organic fan content that continues to surge. Early teasers for Fuggler Jaws have also drawn strong engagement, delivering over 800k views across initial launch posts. Additional licensed Fugglers include Care Bears and The Powerpuff Girls, with every line benefitting from the cult phenomenon’s playful and weirdly addictive designs.

With major entertainment partnerships, viral momentum and multiple new launches spanning key categories, Zuru enters 2026 as one of licensing’s most dynamic and fast-moving players, continuing to deliver its signature blend of innovation, value and on-shelf theatre.

Zuru will be showcasing its full licensed portfolio at Nuremberg Toy Fair 2026, in Hall 12.2 at stands P16, P19 and P22.

For sales enquiries, contact sales@zuru.com

Hunter Price builds new partnership with Lego In a multi-territory deal across Europe (including the UK), Australia and New Zealand, Hunter Price will develop exclusive Lego product ranges in its award-winning hero product categories. From back-to-school stationery to calendars, journals and notebooks, the creative team at the Consumer Product Playhouse will unveil its debut collections in the coming months.

Impactful arts & crafts will create new brand experiences for Lego fans through engaging activity sets, colouring books and creative supplies. As part of the partnership, Hunter Price will also create unique collections of reusable shopper bags and tote bags.

Commercial director at Hunter Price, Allana Holmes, explained: “Becoming a consumer products partner with The Lego Group, a global icon of creativity and playful experiences, is a real honour. We identified a huge opportunity to add value to the Lego brand across our specialist product categories. We’ve empowered our team to explore the possible, through creative collaboration and a fresh approach to a timeless brand; we can’t wait to start previews for the debut collections very soon.”

For more information on the new Lego product ranges across stationery, arts & crafts and reusable shopper bags from Hunter Price International, trade customers are invited to email home@hunterprice.co.uk or reach out to their national account manager.

Funko unveils new Pop! Vinyl KPop Demon Hunters range Funko has announced the launch of an all-new Funko Pop! KPop Demon Hunters line inspired by the hit Netflix film. Available now, the Funko Pop! KPop Demon Hunters range is one of the first-to-market hardline collectible offerings hitting shelves following the release of the film in June.

The new range brings to life fan-favourite characters, including Rumi, Zoey & Mira, demon Jinu and the supernatural duo Derpy and Sussie. Derpy with Sussie features glow-in-the-dark elements, and Jinu includes a rare 1-in-6 chase variant – for Funko newbies, a limited-edition variation – making the collection especially appealing to collectors.

“At Funko, we love celebrating stories that ignite passion in fans, and this is a perfect example,” said Andy Oddie, chief Commercial officer at Funko. “We’re extremely excited to see the fan reaction to these Pop! Figures and know they will make for golden additions to shelves.”

The launch is part of a wider collaboration with Netflix, with more cross-category offerings from Funko planned for the KPop Demon Hunters universe landing soon.

For more information, contact newtradeenquiries.emea@ funko.com.

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GLOBAL STOCKISTS

Licensing World Mattel expands Uno Elite with new F1 game As the 2025 Formula 1 season reached a compelling conclusion, Mattel announced the expansion of Uno Elite with the officially licensed Uno Elite Formula 1. This adrenaline-fueled edition allows fans to bring the world of Formula 1 to the game table. Featuring drivers and cars from all 10 F1 Teams, along with a selection of team principals, reserve drivers and helmets, the new Elite Action Cards adds the energy of the grid to every hand.

The first release of Uno Elite Formula 1 will include more than 100 unique Formula 1-inspired Elite Action cards, which can be found in various colours and special edition foil variations, with a total of more than 1,000 unique cards. The Uno Elite Formula 1 2025 Core Edition Starter Pack features 112 cards that play just like regular Uno, two exclusive promo cards and four game booster packs, each containing 10 Elite Action cards including drivers, cars, team principals, reserve drivers, circuits and helmets.

Booster Sets are sold separately, and each Booster Set includes three game booster packs of 10 additional Elite Action Cards, which integrate seamlessly into the Core Edition Starter Pack.

“This expansion to Uno Elite brings the excitement of the pinnacle of motorsport to the world’s most popular traditional game in a unique interactive way,” Katie Buford, VP, Global head of Games, Mattel. “Both Uno and Formula 1 have extremely passionate fanbases, and these partnerships allow us to bring new fans into our respective spaces.”

Emily Prazer, chief Commercial officer of Formula 1, said: “The release of the Uno Elite Formula 1 edition sets marks another exciting collaboration between F1 and Mattel. As a brand, we always want to show up for our fans in new and innovative spaces, and I cannot wait for players to bring the competitiveness and the drama and excitement of Formula 1 to this iconic game.”

The Uno Elite Formula 1 Core Edition Starter Pack and Uno Elite Formula 1 Core Edition Booster Set will be available starting in 2026. Mattel can be contacted on 01628 500 000.

Tonies announces landmark partnership with Pokémon Tonies and Pikachu Press, the official publishing imprint of The Pokémon Company International, have announced a partnership bringing new Pokémon audio book content to the Toniebox for the first time. Launching in summer 2026, the collaboration will introduce a dedicated audio-first storytelling approach, starting with four exclusive, collectible Pokémon Tonies – Pikachu, Bulbasaur, Charmander and Squirtle. Additional Pokémon products and content created in collaboration with Pikachu Press are planned for future release.

Tobias Wann, CEO of Tonies, said: “Welcoming Pokémon to the Toniebox platform is a milestone for our company and our community. By combining Pokémon’s global appeal with our audio-first innovation, we’re creating new opportunities for discovery, imagination and play for millions of children and families. We are preparing a very special and exciting bundle for the launch which we cannot wait to unveil.”

New Pikachu Press content, specially created for Toniebox and featuring fan-favourite Pokémon, will come to life in an immersive audio format designed specifically for children. These new stories and experiences will invite young listeners and their families to explore the Pokémon world in a fresh way.

Ginny McCormick, CXO of Tonies, added: “Pokémon and Tonies share similar values around imagination, play and connection across generations. Parents who grew up on Pokémon now get to share that same sense of wonder with their kids.

Bringing Pokémon into the Tonies world lets us reimagine how those stories are told: through sound, without screens or limits.

It’s a new way for families to experience the brand.”

Heather Dalgleish Parker, senior director, Merchandise Development at The Pokémon Company International, commented: “We are always seeking new ways to connect with our fans and share the spirit of adventure that is core to the Pokémon brand. Partnering with Tonies allows us to explore the world of audio-first storytelling and create immersive experiences that spark curiosity, creativity and imagination. Through this collaboration, we can inspire and engage a new generation of young trainers and invite families to discover our stories together in a fresh and meaningful format.”

For more information and to view Tonies’ full portfolio, visit www.tonies.com.

Outright Games launches new Paw Patrol Rescue Wheels: Championship racing game Paw Patrol is experiencing one of its strongest moments yet. Following a big Christmas Special and the new season, which launched last year, grabbing attention around the world, the rescue pups are as popular as ever. Now, Outright Games is giving fans another way to jump into the fun with Paw Patrol Rescue Wheels: Championship, the series’ first monster-truck racing game, available on all major platforms.

As families tune in to watch the pups' latest adventures, they can also dive into a game that lets kids take the wheel themselves. Rescue Wheels: Championship turns the pups into larger-than-life monster-truck racers, sending players across 12 lively tracks set in familiar spots like Adventure Bay, the Mountain and Foggy Bottom. What makes this game stand out from typical racing titles is how true it stays to the spirit of Paw Patrol. Each pup brings their own personality and signature abilities to the track, with special powers inspired by their rescue skills. Winning isn’t just about speed; it’s about teamwork, quick thinking and the bravery the show is known for.

There’s plenty of room for creativity too, as players can customise their trucks, tweak their look and make each race feel personal. With local co-op and split-screen modes, families can race together and enjoy some friendly competition. The mix of arenas and track layouts keeps things fresh, offering new challenges each time. Built with accessibility in mind, Paw Patrol Rescue Wheels: Championship is easy enough for pre-schoolers to play but still fun for older kids and even adults. The controls are straightforward and forgiving, so young players can take part instead of just watching.

With Paw Patrol continuing to shine across TV and beyond, Rescue Wheels: Championship shows how naturally the franchise fits into gaming, delivering a genuinely fun experience for families everywhere.

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Licensing World Toy brands vital to success of Kennedy Publishing children’s magazines At Kennedy Publishing, toy brands sit at the heart of the children’s magazine portfolio, shaping not only the content it creates but the excitement young readers feel each time they pick up an issue. Iconic names such as Barbie, Hot Wheels, Sylvanian Families, Monster High and Yummiland play a vital role in driving both sales and readership, offering instantly recognisable worlds that children already love and are eager to explore further.

Kennedy Publishing’s Licensing director, Sophie Rowlands, says toy brands are essential to the success and growth of the company’s magazine portfolio: “Each brand opens up a rich imaginative universe that we can translate directly onto the page. When children see their favourite toys reflected in magazine content, it deepens their engagement and strengthens their emotional connection to both the brand and the publication.”

The success of this partnership between toys and magazines relies on continual innovation. “As brands develop fresh characters, vehicles, playsets and storylines, they give us fresh worlds to explore issue after issue,” adds Sophie.

Covermounts are another crucial element of this relationship. Each gift is designed as a natural extension of the toy brand, something a child can integrate seamlessly into their existing playsets. These items expand the possibilities for imaginative roleplay, helping children build bigger, richer play worlds. “A covermount isn’t just an added bonus,” Sophie explains. “It’s a gateway to more storytelling, more creativity and more meaningful engagement with the brand.”

“Toy brands and magazines share a common mission: to spark imagination,” she concludes. “At Kennedy Publishing, we are proud to turn the magic of beloved toy brands into immersive on the page experiences that entertain, inspire and keep children coming back for more.”

To find out more about working with Kennedy Publishing, contact sophie@kennedypublishing.co.uk.

Disney Lorcana introduces Pixar characters into new gameplay As Disney Lorcana enters its third year, 2026 will see a flurry of new, yet familiar, faces being introduced to the global best-selling trading card game (TCG), with the most anticipated of these being Pixar characters officially making their game debut in Q2. Woody, Buzz and many more glimmers will trek with Illumineers in Wilds Unknown. Recent announcements from Ravensburger have also revealed that a Mei glimmer from Pixar Animation Studio’s movie Turning Red would also feature in the set launching Q3 2026.

“There are so many wonderful things happening in Disney Lorcana in 2026. The introduction of Pixar characters as glimmers is going to be fantastic, especially with Toy Story 5 releasing next summer,” said Naomi Kim, Disney Lorcana International Product manager at Ravensburger for Disney Lorcana TCG. “We are also launching a few new products that we hope fans around the world will be excited for. These include the release of Disney Lorcana books, new Collection Starter Sets and the introduction of Pre-release Packs starting with Wilds Unknown. Pre-release Packs are a great way for fans to get a taste of the set – the story, the art and the game mechanics are all highlighted beautifully in this pint-sized product. With six boosters, a special promo card, custom dice and more, it has everything fans need to immerse themselves in the set. It also offers local game stores the perfect tool to use for special pre-release events ahead of the set’s official release.”

Imminent launches include winter blowing into the realm with the release of Winterspell. Players can look forward to glimmers from Disney Darkwing Duck and Disney Lilo & Stitch: The Series. Fans should head to game stores for the pre-release of Winterspell on 13th February 2026, followed by a wide release a week later on 20th February.

Announcing new ways for Disney Lorcana fans to collect, store and learn about the trading card game, Ravensburger has revealed new additions to the brand for spring 2026. The Collection Starter Set – Stitch Edition is a great way to kick-start any collection, especially with the addition of the Stitch – Carefree Snowboarder promo card. In this set, players will get everything they need to begin their collecting journey with 48 randomised cards, a card portfolio and the very special promo card. Meanwhile, the Scrooge McDuck Gift Box is the ideal way to add more cards to any collection and includes a glimmer foil promo card of Scrooge McDuck – S.H.U.S.H. Agent. Both products will be available everywhere on 13th March 2026.

Ravensburger is altering product lineups to more closely match the patterns of Disney Lorcana TCG players and collectors. Fans can look for new ways to bring friends and family into the realm of Lorcana, starting with a Two-Player Starter Set coming in the spring. This set, releasing on 8th May 2026, includes everything two players need to play right out of the box. Through these decks, players get a taste of the rich story and varied characters of the Disney Lorcana TCG. Each of the two pre-built decks have 60 cards and features cards from two inks, each with distinct play styles. The two ink combinations are Amber & Emerald and Amethyst & Ruby.

Revell reveals new Stranger Things Season Five model Revell has introduced a new tool recreation of the GMC WSQK Squawk Van from the final season of Stranger Things.

Fans can return to Hawkins and the Upside Down as they build this faithful replica of the heroes’ ride of choice, featuring all interior detail in exacting 1:25 scale. The side door can be slid back and the rear doors opened; even the roof panel can be removed to give a better view into the interior.

The kit includes a comprehensive decal sheet to depict the distinctive Squawk Van livery. A skill level four kit for intermediate model builders, the Squawk Van additionally requires glue and paint to complete as depicted.

Released in December, the vehicle joins Revell’s existing Stranger Things collection. For more information, contact Carrera Revell UK on 01296 660 291 or email office.uk@carrera-revell.com

3D T.rex skeleton!

Replica fossil!

Large colourful poster!

T. Rex Excavation Kit! Perfect for budding palaeontologists!

Check out the full Natural History Museum range at brainstormltd.co.uk

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All brands

on deck!

2025 was another positive year for licensed merchandise. John Baulch looks at the latest brands making waves and those set to hit the market in the months ahead.

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ccording to Circana, licences were responsible for over 35% of UK Total Toy sales (value) last year – and the growth of licensed toy sales outperformed the overall toy market, which itself saw an increase for the first time in several years.

So, overall, the picture was rosy. And it could have been even rosier had there been a good selection of official KPop Demon Hunters merchandise made available to retailers; arguably the licensing story of the year was the absence of product from the surprise hit movie of 2025. A handful of licensees hit the jackpot, with the likes of Funko, Pyramid International and a few apparel suppliers able to get product into the market swiftly. As far as toy retail is concerned, all eyes are now on Q2 as product from master toy partners Mattel and Hasbro is due to hit shelves, along with other key ranges from the likes of Jazwares.

By that time, the original movie will be getting on for a year old, while the sequel is not due to be released until 2029. To complicate the situation, counterfeit product has been widespread in recent months: many market or pop-up stalls in town centres have been openly

selling fake lines, and there is no doubt that knockoffs proliferated because there was huge consumer demand and a gap to fill with the absence of official merchandise.

And, of course, suppliers of fake product don’t need to go through a lengthy financial negotiation and wait for a contract, nor are they beholden to a protracted approval process. Hopefully, consumer demand will still be high when the official product starts to arrive, as I gather retailers and licensees have made major commitments to stock and have high expectations for the brand in 2026 and beyond.

The other major licensing story of 2025 also involved Netflix, who made an offer to buy Warner Bros. Within days Paramount also entered the bidding war, and we ended the year with uncertainty surrounding the eventual outcome. Whatever happens, there are major ramifications for licensees, retailers – and naturally the Warner Bros team. From various conversations, I know the whole industry is rooting for them.

I have read numerous articles dissecting the deal, most of which focus on the financial aspects as well as potential consequences for theatrical movie releases.

If Netflix is successful in its bid, the interest on the

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debt alone will be a whopping $5b a year. To make the deal debt-neutral, Warner Bros assets would need to triple their historic EBITDA performance for the next decade. That’s quite an ask. Although these days, deals like this aren’t always predicated on the old financial rules and parameters. With more twists and turns likely before the deal is finally completed, we all wait with bated breath to see what happens next.

Elsewhere, there were several notable successes in 2025 which are expected to continue to perform well in 2026. Pokémon had its best year for some while, and with the brand’s 30th anniversary this year, retail enthusiasm for the brand remains high. Frequent drops of new sets were integral in attracting customers to toy stores last year, and the scarcity of product saw queues forming outside many retailers early on the morning of new launches. Generating that kind of excitement and driving footfall on a regular basis across the year is a massive boost to retailers, who will no doubt be hoping for more of the same in 2026.

Other characters celebrating major anniversaries in 2026 include Beano’s Dennis the Menace, who is looking great at 75, and Sega’s Sonic the Hedgehog, who turns

CELEBRATE IN 2026 LICENSING AVAILABLE. PLEASE CONTACT EMMA.BARKER-DAVIES@WBD.COM

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Formula 1 was another success story of last year which is expected to replicate its high-powered performance in the coming months, while the Fuggler brand has made huge progress over the past 12 months. Since Zuru became global master toy partner, sales of the master toy plush range have soared to new heights, and with some major new licensees coming on board in 2026 – including Wow! Stuff – another stellar year beckons for the lovable, mischievous troublemakers.

2025 was a successful movie year, and 2026 also has a strong calendar of film releases: Toy Story 5 and The Mandalorian & Grogu lead the Disney movie slate for this year, while Universal is looking forward to the release of Minions 3 in July and Warner Bros also has a major summer blockbuster in the shape of Supergirl.

Paramount has two major motion picture releases arriving in theatres - Paw Patrol: The Dino Movie in summer and The SpongeBob Movie: The Search for SquarePants later in the year. The Angry Birds Movie 3 will be released next December to round off an exciting family movie year.

Looking beyond 2026, Sanrio is excited for the launch of the Hello Kitty movie in 2028, while it also has a Mr Men & Little Miss movie in development with Studio Canal, which will bring these iconic characters to the big screen for the first time.

Other significant licensing developments in 2025 included the resurgence of Peppa Pig: the brand had been through a couple of relatively fallow years, which made its stunning comeback all the more incredible.

The introduction of Baby Evie was a masterstroke, both in terms of reviving the content and from a PR perspective. The campaign to launch the new arrival was

perfectly pitched, and it has undoubtedly reignited the consumer’s love of the Peppa Pig brand.

With both Paramount’s Paw Patrol and BBC’s Bluey continuing to perform well, plus evergreen properties such as Bing and new introductions such as Blue Zoo’s Mojo Swoptops, the Pre-School licensing market remains in a strong position.

Seasonal licensing is also on the rise: Warner Bros has enjoyed great success with its Elf and Polar Express brands, while Elves Behavin’ Badly and Elf on the Shelf continue to establish themselves as part of many families’ Christmas routines. And my personal favourite Christmas movie – The Muppets Christmas Carol – is surely a prime candidate for reviving?

Over the following pages, we present a comprehensive round-up of some of the leading properties in the Kids & Family space, and what activity they have planned for the year ahead.

The Gruffalo, The Scarecrows’ Wedding and Zog Magic Light Pictures

BAFTA-winning and Oscar-nominated production company Magic Light Pictures is set for another productive year in 2026 as it continues to create engaging new animation, expand its global footprint and extend its array of beloved brands into new areas.

Evergreen favourite The Gruffalo, the magical tale of a mouse’s adventures in the deep, dark wood and the characters he encounters there, continues to be a huge hit with consumers and licensees alike. Magic Light works to create as many touchpoints for young Gruffalo fans as possible, from live experiences to carefully designed products in an extensive range of categories. Latest toy highlights include the innovative Jumbo I Learn - The Gruffalo Storyteller, which won two awards in this year’s MadeforMums Toy Awards.

JoJo Maman Bebe added to its The Gruffalo collection with a new wooden toy launch. The Gruffalo by JoJo, the largest official Gruffalo wooden toy range, features FSC-certified wooden toys designed to encourage imaginative play and storytelling. Items in the set include the Gruffalo Trail Set Backpack with adventure accessories, the Gruffalo Story Teller, a fold-out activity toy, a maze game and a compact Gruffalo Pocket Set featuring characters from the story.

This year has also seen ongoing success with Tonies’ audio figurines. As well as the company’s popular The Gruffalo and The Gruffalo’s Child items, the range features Magic Light favourites including Tiddler, Tabby McTat, The Smeds and The Smoos. Launching in spring, following the latest adaptation of The Scarecrows’ Wedding, new characters from the special will join the expanding Tonies line-up.

Looking ahead to summer 2026, there will be a new The Gruffalo wooden toy and lifestyle range from new licensee, Mookie Toys. Fans of The Scarecrows’ Wedding can now also enjoy the lovable couple Betty O’Barley and Harry O’Hay, as additions to Aurora’s plush collection.

Magic Light Pictures’ dedicated licensing team is actively building opportunities at retail for other brands in the Gruffalo and Friends portfolio into categories such as Greetings, Stationery, Role-Play and Arts & Crafts. With an ever-growing fan base both here and farther afield – its burgeoning YouTube presence includes French and Italian channels with over 31m views combined – Magic Light seeks to explore new opportunities to drive further licensing growth both in the UK and beyond.

2026 will see the launch of the new Zog TV series on the BBC and on ZDF later in the year. Building on Magic Light’s International Emmy-winning 2018 family special Zog and its 2020 sequel, Zog and the Flying Doctors, the 52 x 11’ series, aimed at kids aged 4-6, follows loveable dragon Zog, Princess Pearl and Sir Gadabout as they come together to care for the weird and wonderful inhabitants of their fantastical world. Magic Light is partnering with BBC Studios Kids & Family on the series for the first time, with BBC Studios distributing the series globally outside of the UK and Germany and managing the licensing outside of Europe. The success of the Zog specials has facilitated a flourishing licensing programme, with a wide array of best-selling consumer products including plush, apparel, dress-up, bedding, homeware and more. Now, the TV series is set to expand the Zog universe with new locations and characters, opening more opportunities within categories, and also exciting opportunities for new product categories.

One of the first TV series tie-ins is the new Zog plush range from Aurora, and the Magic Light licensing team is keen to explore further partnerships as it looks to build Zog into a truly global brand.

For all Magic Light’s brands, the licensing team is always on the lookout for innovative and thoughtful collaborations with synergy and purpose that will connect with new audiences, diversify and extend reach, all while allowing fans to engage with the characters in a physical world alongside the books or films. Magic Light welcomes licensees whose brand values match its own and can bring something special and is committed to integrating sustainability across all licensee activities.

To discuss licensing opportunities, contact licensing@magiclightpictures.com

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Transformers Hasbro

2026 marks a major milestone for Transformers as fans around the world celebrate the 40th anniversary of Transformers: The Movie (1986) — the film that defined a generation with its larger-than-life action, unforgettable soundtrack and ‘only-in-the-’80s’ dramatic flair. Bold, emotional and unapologetically intense, this anniversary is creating powerful opportunities for retailers and licensees to tap into one of pop culture’s most beloved universes.

This anniversary campaign will have unmistakable ’80s energy – neon-glow optimism, over-the-top stakes and blunt storytelling that made the original film iconic. Today’s fans who grew up with Autobots and Decepticons are sharing that legacy with their kids, bringing a multigenerational spark that continues to fuel the brand. Parents who grew up with Optimus Prime and Bumblebee are now sharing that same magic with their kids, and Hasbro’s product strategy reflects that multigenerational energy. From fashion and premium toys that honour the 1986 film to kid-focused play lines that capture the excitement of discovery, the Transformers franchise is inspiring fans of every age to roll out and play together.

As one of Hasbro’s most enduring global franchises, Transformers continues to unite fans through imagination, innovation and action. The 40th anniversary doesn’t just commemorate the past, it revives the attitude, the emotion, the weirdness and the iconic moments that still resonate today. With the anniversary year set to celebrate the past while accelerating into the future, 2026 promises to be a standout year for retailers and licensees ready to join the celebration.

For more information, visit www.hasbro.co.uk

Peppa Pig Hasbro

From pre-school favourites to pop culture icons, Hasbro’s portfolio continues to deliver standout results across toys, games and licensed consumer products. With momentum building into 2026, Hasbro’s world-class brands are driving category growth, retailer engagement and new opportunities for partners across the globe.

Peppa Pig continues to lead in the pre-school landscape, with the brand delivering one of the biggest cultural moments in kids’ entertainment: Mummy Pig’s pregnancy and the arrival of baby Evie, Peppa and George’s new little sister. The storyline ignited excitement across generations and delivered powerful commercial results, driving double-digit growth across toys, games and licensed products.

Peppa Pig toy sales have seen incredible double-digit growth across Europe, underscoring its position as one of the fastest-growing pre-school properties in EMEA. This success highlights Hasbro’s cross-functional strategy, combining engaging new content, bold retail activations and innovative products to keep Peppa front and centre with families and retailers alike.

In licensed toys, Character Options’ Whizz Around Peppa range remains a top performer, blending humour, movement and character authenticity that connects with kids and parents. New lines inspired by baby Evie are driving growth in the nurturing play segment, while Hasbro’s refreshed core range and packaging continue to strengthen on-shelf storytelling and consumer recognition.

Looking ahead, excitement continues into 2026 with the launch of the Brio wooden railway line in January, adding fresh depth to the pre-school play ecosystem. With more content and brand activations on the way, Peppa Pig remains a proven retail driver and trusted partner for licensees, delivering storytelling, innovation and heart.

For more information, visit www.hasbro.co.uk

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#1 show*

& #3 preschool licence

Brand New

The world’s first

Coming Soon

Launching Spring 2026

Short-form Series

Bluey ride

New Category Launches

The Movie © Ludo Studio

Launching in 2027

For further information please contact Andrew Carley – Licensing Director (UK, EMEA & Asia): Andrew.Carley@bbc.com *Source: BBCS Global Insight BARB/TechEdge/AdvantEdge/ BARB 4 Screen data. Q3 2025. Rankings are based on programme reach. Ages 4+. Ranked on reach.

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Power Rangers Hasbro

As Power Rangers heads into 2026, the iconic franchise is entering a new chapter fuelled by innovation, crossgenerational appeal and a bold new direction in play. Supported by master toy licensee, Playmates Toys, the brand’s ReIgnition toy line is bringing renewed energy to the action category, blending classic character storytelling with modern play patterns that resonate with today’s kids and collectors alike. Expanded ranges in dressup, role-play and lifestyle are unlocking fresh category opportunities, while new content continues to drive visibility and fan enthusiasm. Retailers are seeing a strong response to this broader footprint, as the property connects with multiple audiences from core kids to an expanding community of nostalgic adults.

For 2026, Power Rangers stands out as a proven performer in the action and adventure space, backed by a powerful mix of heritage, innovation and cultural relevance. With design and play innovation in the toy aisle and new licensing agreements opening exciting possibilities across fashion, collectibles and entertainment, Power Rangers is wellpositioned to energise shelves and engage fans across generations in the year ahead.

For more information, visit www.hasbro.co.uk

Play-Doh Hasbro

As the Play-Doh brand celebrates its 70th anniversary in 2026, it remains a cornerstone of Hasbro’s growth in the Creativity and Craft categories and a global symbol of imagination and family play. A leader in tactile, open-ended fun, Play-Doh is delivering strong sell-through across core and seasonal lines, powered by fresh product innovation, engaging retail storytelling and standout in-store visibility.

Momentum continues with a vibrant line of alternative compounds from Horizon Group USA that build on the PlayDoh brand’s heritage of creativity and sensory discovery.

Each new compound offers a unique tactile experience, from sculpting lasting keepsakes with air-dry clay to moulding with sweet-scented sand. Designed for kids ages four and up, every product is pre-made and packaged in resealable containers for convenience, encouraging both quick bursts of creative fun and hours of imaginative play.

For retailers and licensees, the Play-Doh brand’s enduring trust, universal appeal and expanding portfolio make it a fantastic brand for 2026, delivering creativity, colour and commercial opportunity in equal measure.

For more information, visit www.hasbro.co.uk

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Tom Gates

Larkshead Licensing Tom Gates enjoyed an epic year in 2025 with new product ranges announced from drinkware to dress up. 2026 will see a range of engaging experiential activity to celebrate the 15th birthday of the world’s most famous caramel wafer-eating doodler.

ION8, one of the world's fastest-growing specialist hydration brands, known for its leak-proof bottles, joined the Tom Gates licensing programme in the last quarter of 2025 with drinkware and lunch bags. The collaboration aims to merge the imaginative world of Tom Gates with ION8's functional designs, encouraging kids to stay hydrated while expressing their individuality.

Smiffys will be launching Tom Gates dress-up in the run-up to World Book Day 2026, and Intercake, the print-on-demand cake topper specialist, has renewed its licence for the popular Tom Gates cake toppers, available via the Intercake in-store kiosk at Asda stores.

2026 will see the return of the popular Tom Gates Epic Stage Show, produced by Mark Thompson Productions. Touring the country throughout last year, these action-packed live shows brought the illustrations, characters, music and mayhem to the public in a magical format. Over 30 venues are already confirmed for 2026.

The Tom Gates Style Guide is instantly recognisable, and a huge part of the books’ appeal, but a dynamic refresh was introduced in 2025, providing licensees with new imagery to invigorate the distinctive look and feel of Liz Pichon’s books.

If you would like to know more about the Larkshead Licensing portfolio, contact the team at hello@larksheadlicensing.com

Jelly Armchair Larkshead Licensing

Larkshead Licensing enjoyed a bumper year in 2025, expanding and diversifying its licensing portfolio. 2026 will see the launch of a range of new products, including from Jelly Armchair.

Founded by sisters Cat and Liz Faulkner, Jelly Armchair is all about colourful visual and verbal jokes around puns. There are celebrity puns, animal puns, food and drink puns, all featuring lots of silly fun, cultural references and eye-catching illustrations.

University Games will be taking this wit and humour and all the best ‘dad jokes’ onto a brand-new range of card games and puzzles set to launch at the London Toy Fair. The All Puns & Games Food & Drink and Animal Editions promise plenty of laughs, featuring gems such as “Melon Collie” and “Holy Cow.” The collection also includes two fun 1,000-piece puzzles: Cat-A-Pillar and Authorful Puns.

Further new Jelly Armchair ranges include Greeting Cards from Woodmansterne and calendars from Carousel Calendars. These new ranges will be available to order from February onwards.

If you would like to know more about the Larkshead Licensing portfolio, contact the team at hello@larksheadlicensing.com

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©ABD/Hasbro.

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Hello Kitty and Friends Sanrio

The Hello Kitty and Hello Kitty and Friends brands unite a diverse audience of children, teens and young adults, championing universal values such as kindness, friendship and positivity.

In November, Sanrio announced that the highly anticipated Hello Kitty movie – distributed globally by Warner Bros. – will be released on the 21st of July 2028. This cinematic milestone represents a key moment in the company’s broader strategy to expand its entertainment offerings.

In digital, the Hello Kitty and Friends global YouTube channel recently surpassed 5m followers and will soon premiere new seasons of Hello Kitty Supercute Adventures, localised in major European languages including Spanish, French, German and Italian. The channel is also increasing accessibility for iconic franchises such as Cinnamoroll and Kuromi’s Pretty Journey, which are now being localised in languages beyond English for the first time.

This expansion supports Sanrio’s strategic focus on increasing the visibility of the wider character portfolio. Toys continue to be a strategic touchpoint for long-term brand engagement, nurturing emotional connections from childhood into adulthood. In 2026, not only will Sanrio further enhance its presence in this category, but it is also set to expand its portfolio of partners across multiple segments, proving once again the brand’s versatility and gender-neutral appeal. Play by Play will continue to cover the massmarket plush offering, while Trudi will add a high-end range to specialist retail. Blind bag collectibles will be supported by key players such as Tomy and Bandai. In board games, Winning Moves will introduce a dedicated edition of Monopoly, while Lexibook will expand the brand’s reach in the ELA (electronic learning aid) category. In France, 2026 will introduce Obenthur’s new Hello Kitty and Friends line, featuring on-trend stationery and lifestyle products such as notebooks, totes and pencil cases – designed to attract both nostalgic fans and a new generation.

Sanrio icons naturally resonate across generations and find a fertile ground in fashion – something that was highlighted through the collaboration with Puma in autumn.

Earlier, in spring, a new collection inspired by roller-skating along the California coast launched for both kids and adults. In September, the partnership evolved into a capsule for kids celebrating customisation, with all-over sticker-style graphics, holographic and glitter accents across apparel and footwear.

Looking for new ways to engage with fans always plays a major role in Sanrio's strategy. Adding to the excitement for Hello Kitty’s birthday on 1st November, on World Kindness Day, Sanrio presented the State of Kindness study, conducted with YouGov, to explore how Europeans perceive and practice kindness today. The initiative included activations on the streets of Milan and Paris and generated extensive media coverage across Europe.

The creation of immersive experiences encourages the company to experiment and push boundaries, and in Australia this year, the Hello Kitty and Friends Café opened on the Gold Coast following the success of the Melbourne location, combining themed food experiences with an exclusive retail space and collectible drops. An immersive shopin-shop concept launched at Westfield, designed by Jasnor exclusively for Meeq, introducing the Australiana plush series – reimagining Hello Kitty as a koala and kangaroo to celebrate local culture and spark consumer excitement.

In 2025, Kuromi’s 20th and My Melody’s 50th anniversary offered Sanrio another chance to engage with fans, kids and teenagers. An extensive European Comic Con tour included character appearances, photo opportunities and dedicated fan activations. Stops in Stockholm, Lucca and Barcelona attracted large crowds. In Lucca, a special Hello Kitty and Friends area showcased the new toy range by Giochi Preziosi, including dolls, plush and collectible minifigures, a crucial line for accessing the fast-expanding Kidult market.

With a major movie on the way, expanding digital entertainment, high-impact cultural collaborations, bold innovation in retail and another character ready to celebrate its 30th anniversary, Hello Kitty and Friends enters 2026 stronger than ever, reaffirming its status as timeless icons that continue to evolve, inspire and spread kindness around the world.

For more information, visit www.sanrio.com

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©2026 Hasbro.

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Mr. Men Little Miss Sanrio

A major global brand, Mr. Men Little Miss continues to build on its classic publishing legacy to expand into a vibrant, rapidly growing entertainment universe. With over 90 iconic characters created by Roger Hargreaves, the franchise remains one of the most beloved in kids’ culture: a best-selling children’s book series in France and a leading pre-school brand in the UK, with more than 200 titles published in 17 languages worldwide and a passionate cross-generational fanbase.

Publishing remains a powerful driver of brand love and awareness. October 2025 saw the launch of Mr. Poirot and Little Miss Marple, developed with Agatha Christie and activated through a high-impact marketing campaign including influencer partnerships and a mystery book hunt across London and Manchester. The results were outstanding, with both titles ranking No.1 and No.2 on Amazon in Magic & Fantasy Novels and landing in the Top 10 in Crime & Mystery Graphic Novels. These achievements reinforce the property’s unlimited licensing potential, while also highlighting how Mr. Men Little Miss sits naturally in the world of edutainment, enabling children to learn and develop through humour, entertainment and play.

2025 will be remembered as a turning point for the brand’s expansion towards new content experiences and driving powerful audience engagement. June saw the launch of the YouTube series Mr. Men Little Miss: Mini Adventures, now expanding into multiple markets with new localised versions including French and Chinese, while Season 2 is already in development. In early December, Sanrio announced the first-ever Mr. Men Little Miss theatrical movie, produced by Studiocanal and Heyday Films, bringing the world of the characters to the big screen for the first time.

In this scenario, licensing for Mr. Men Little Miss continues to be a territory brimming with opportunities, with category expansion driven by both new and longstanding partners. Crayola has extended the brand’s line of stationery products, and Rainbow Designs is widening the plush offering with a new line of collectible keyrings targeting the booming Kidult segment. Bold cross-category collaborations are also engaging new shoppers: Matrix launched a global beauty collection translating fanfavourite personalities into giftable hair-care kits, while Heinz introduced Mr. Ridiculously Good pasta sauce. Both initiatives showcase the brand’s design flexibility and cultural relevance, turning personality traits into playful lifestyle products. This is what also happened with McDonald’s, a long-standing partner which launched another iconic collaboration in France, where the characters have become part of the country’s cultural heritage. The campaign targeted both adults and kids. The special Best Of menu highlighted an updated take on the classic sandwich with an extra slice of cheddar and a fried egg on top, along with one of three exclusive collectible Mr. Men Little Miss mugs in a colourful, nostalgic box. In addition, customers could redeem loyalty points for limited-edition Mr. Men Little Miss beach towels. Meanwhile, kids enjoyed a collection of eight 100% cotton Mr. Men Little Miss plush toys.

The last part of the year showcased the brand’s strong foundation in charitable initiatives, where storytelling can be used to raise empathy and awareness. Following last year’s launch of Mr. Invisible and Little Miss Invisible with Uniqlo, in 2025 Mr. Men Little Miss has teamed up once again with Crisis for the innovative Invisible Doughnut campaign with Crosstown. Limited-edition merchandise is available through Crisis channels, and Crosstown donated real doughnuts and volunteered at Crisis Christmas lunches throughout December.

With an expanding entertainment slate, standout collaborations and a strong retail roadmap, Mr. Men Little Miss is perfectly positioned for sustained growth and longterm success. This timeless franchise is stepping confidently into the future, brighter and more relevant than ever.

For more information, visit www.sanrio.com

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FOR ALL LICENSING ENQUIRIES: EMAIL: gemma.daniels@sega.co.uk WWW.SONICTHEHEDGEHOG.COM

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Harry Potter Warner Bros.

Almost 30 years ago, the Harry Potter stories captured the hearts and sparked the imaginations 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 in global box office revenue across eight blockbuster Harry Potter films, plus an award-winning stage-play in Harry Potter and the Cursed Child, mobile and video games, themed lands, location-based experiences and a robust 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 clever and authentic ways. The Harry Potter licensing programme spans multiple categories and is among the most extensive on the market, including games, toys, dress up, fashion, accessories, home goods, gadgets, collectibles, memorabilia, food, personal care and a rich catalogue of publishing products.

This year, 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, but fans will be at the heart of every initiative and have multiple opportunities to engage. Fans should look out for 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 hugely popular Back to Hogwarts summer period, Christmas in the wizarding world over the festive season 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.

For more information, visit www.wbd.com

Natural History Museum Natural History Museum Trading Company

This month, the Natural History Museum will be launching a new T. Rex Excavation Kit with Brainstorm, perfect for curious kids looking to learn more about the world of dinosaurs. Brainstorm is a longstanding and successful licensee for the Museum, and one of the company’s 2025 launches, the Natural History Museum Dinosaur Projector Watch, was celebrated at the Made for Mums Toy Awards in October, winning a bronze award in the Best Tech and Interactive Toys category, as well as being recognised as Best Stocking Filler. This success comes alongside the ongoing popularity of Brainstorm’s projector torches, including the Natural History Museum Dinosaur Torch and Projector.

In other recognition, the Natural History Museum: Discovery Crew Clever Pocket Tonie won a bronze award in the Little Ears category of Audio UK’s 2025 Audio Production Awards (APAs) in November, reflecting the work put in by the teams at Tonies and Forever Audio to make this an engaging and fascinating learning experience for young explorers. Following on from the popularity of this product, which covers the topics of Dinosaurs, Oceans, British Wildlife and the Museum at Night, there will be further news from the Natural History Museum and Tonies later this year.

The start of 2026 will also see the second phase of the Natural History Museum Dinosaurs plush launch from The Puppet Company. The initial collection of six 12” prehistoric plush, featuring favourites such as T. Rex, Triceratops and Stegosaurus, launched in October and is now joined by matching 5” plush, allowing for mixing and matching within the collection and perfect for all play preferences. While at a smaller scale, this new plush features the same attention to detail and Museum-approved accuracy recognised with the larger Dinosaurs.

These developments in plush, audio and educational kits are reinforced by the introduction of wooden toys to the Museum’s licensed toy programme, following the launch of the Natural History Museum Nature Minibeast Hunt Kit and Tabletop Museum from younger years eCommerce specialist, My 1st Years, last autumn.

The Natural History Museum team is looking forward to seeing further growth in the toy category for 2026 and will be meeting with both new and existing partners at London Toy Fair.

To discuss licensing opportunities, contact louisa.skevington@nhm.ac.uk

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Sonic the Hedgehog Sega

Sega is strengthening its Sonic the Hedgehog toy programme throughout 2026 and 2027 with new collaborations and the renewal of several key partnerships.

Jakks Pacific will continue to design, manufacture, market and distribute Sonic the Hedgehog master toy lines globally under a multi-year agreement that extends through 2029. This partnership covers a broad range of categories, including Action Figures, Plays Sets, Vehicles, Plush, Collectibles and more.

Sega has renewed its successful partnership with Character Options, ensuring Sonic the Hedgehog Goo Jit Zu remains a firm favourite of fans worldwide. In 2026, Sega will launch new products in collaboration with Ty, Warmies and Disguise, while continuing its partnership with Lego as several new SKUs are planned for release. Partnerships with EXG and First 4 Figures have also been renewed, reinforcing Sega’s commitment to premium collectibles.

The global Racing Around the World campaign wrapped last month, concluding a yearlong celebration that connected fans worldwide through Sonic’s motorsport-inspired collaborations.

With the campaign now complete, Sega is kicking off two major milestones: Sonic the Hedgehog’s 35th anniversary and Persona’s 30th anniversary. Sega’s multi-year partnership with McLaren Racing will continue, further expanding Sonic’s presence in motorsport. Additionally, Sega and the IOC have announced a multi-year agreement celebrating the legacies of Sonic the Hedgehog and the Olympic Games brand.

Looking ahead, Paramount Pictures and Sega’s Sonic the Hedgehog 4 is scheduled for release in 2027, alongside several high-profile collaborations that promise an exciting year for the brand. For licensing enquiries, please contact Gemma Daniels via gemma.daniels@sega.co.uk.

The Science Museum The Science Museum Group

The Science Museum is expanding its STEM badge programme with two new licensed ranges that combine education and entertainment in ways that capture imaginations.

Launching in February 2026, these ranges reinforce the museum’s mission to make science accessible and engaging for families everywhere. The Science Museum champions learning through play, recognising that curiosity thrives when children can explore, experiment and discover in ways that feel fun and rewarding. The STEM badge programme celebrates products that transform scientific concepts into hands-on experiences, helping families learn together while inspiring a lifelong love of science.

The first new range comes from Tonies, the original screen-free audio entertainment system for children. The new Science Museum Pocket Tonies range introduces four themed audio adventures designed to spark curiosity and encourage exploration: Exploring Space, a journey beyond Earth to discover planets, stars and cosmic mysteries; Medicine, enabling children to explore the human body and the remarkable story of vaccines; Information Age, allowing kids to dive into the communications technology that connected our world and Wonderlab, an audio celebrating hands-on experiments and the stories of pioneering female scientists. These immersive experiences combine storytelling with sound to make science approachable and fun for children, tapping into the growing demand for screen-free, educational entertainment.

The second new range comes from British Fossils, a company committed to ethical and sustainable practices that is SEDEX registered and ensures all suppliers comply with environmental and ethical standards. British Fossils’ new Science Museum range includes fossil, gemstone and mineral collecting kits plus geode breaking kits, perfect for budding geologists. These tactile experiences help children understand the natural world in a hands-on way, reinforcing the museum’s belief that play is a powerful learning tool.

These new ranges build on the success of existing STEM badge favourites, including Funtime’s scientific lighting and material science ranges. These products have already proven to be a hit with families and retailers, consistently performing well in the Science Museum shop. By adding Tonies’ immersive audio adventures and British Fossils’ hands-on geology kits, the programme continues to grow in breadth and appeal, offering even more ways for children to engage with science through play. With sensory toys gaining traction as a category that bridges generations, these new ranges are expected to resonate strongly with retailers and consumers alike.

Both Funtime and British Fossils will showcase their Science Museum ranges at Spring Fair 2026, where retailers can place orders and explore the Science Museum’s STEM badge programme. Alternatively, readers can find them at funtimegifts. co.uk and britishfossils.co.uk.

To discuss licensing opportunities, contact licensing@ sciencemuseum.ac.uk

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Bing Acamar

For more than a decade, Bing has reflected pre-schoolers' real-life experience, making a big difference with small stories.

Rooted in everyday real-life moments, Bing helps young children understand the world around them: an approach that resonates with families in over 130 territories. At a time when parents are seeking trustworthy, developmentally appropriate content, Bing offers something distinctive: gentle storytelling that supports early social and emotional growth.

This focus sits at the heart of Bing’s global ‘Getting ready for life’ strategy, which highlights how Bing helps children build the skills and confidence needed for their earliest developmental milestones, from managing big feelings to navigating daily routines. The brand campaign is already live in the UK and Italy and will roll out across key markets during 2026.

Its impact has been elevated by high-quality, creative content and expert-endorsed resources, providing grown-ups with practical tools that complement what children see on screen.

Well-chosen and successful partnerships remain a key driver of Bing’s reach. Initiatives such as the brand’s collaboration with the BBC Studios Digital Brands, which manages advertising sales and brand partnerships across Bing’s global YouTube portfolio, and Italy’s award-winning Le Buone Abitudini (Good Habits) programme, which supported more than 400 nurseries and 11,000 paediatricians, demonstrate how Bing’s message connects with family needs worldwide.

Bing’s content pipeline is constantly growing and evolving. Alongside core episodes, families can look forward to new content on YouTube, social media and Bing’s Apps, including music videos, stop-motion, audio stories, Bing Little Learnings and much more. These formats reinforce Bing’s presence on platforms where young and grown-up audiences increasingly discover brands. With more than 65 YouTube channels in over 30 languages and 11b lifetime views, Bing’s digital footprint reflects growing visibility, reputation, trust and rising audience engagement, as well as a passionate and expanding fandom. In 2026, Acamar Film’s strategy will include expanding locally relevant content to reflect cultural nuances in each market.

2025 marked a step-change in Bing’s licensing programme. Rainbow Designs’ new master toy range launched in autumn/winter 2025, bringing Bing’s world into children’s hands through tactile and imaginative play. From soft plush to interactive toys, wooden puzzles and activity boards, the line has been designed to nurture creativity, comfort and early problem-solving. Looking ahead, a further wave of new products, including new plastic play sets, figurines and a shape-sorting bus, will launch this year, building on this positive momentum.

HarperCollins, Bing’s long-standing master publisher, has now sold 6.7m Bing books worldwide. This milestone reflects the continued enthusiasm for Bing stories among families across many regions. Bing titles are available in 16 languages, and the company looks forward to welcoming new publishing partners soon. In the UK, Immediate Media and Kennedy Publishing bring Bing to readers each month through their mixed-character magazine portfolios. Immediate Media’s CBeebies Bing Specials have built a loyal following, with another issue scheduled for autumn 2026.

Bing’s partnership with BubblyDoo is also growing. Personalised Bing books, clothing and accessories are now available in the UK, Italy, Poland and several other European markets. Additional titles and products planned for 2026 will expand the offering further.

Bing audio products remain a strong category. Following the positive response to Bing’s first Tonies figurine in the UK, the brand introduced a second in November 2025 featuring stories and songs that help establish happy, healthy bedtime routines. In Italy, demand for the first Bing Faba audio figurine after its November 2024 launch led the brand to bring forward the release of the second to maintain availability. The response from Italian families has been particularly encouraging as they embrace this new way of enjoying Bing stories together.

Bing’s experiential footprint is expanding, with memorable, real-world touchpoints for families. The brand’s award-winning theatre shows are a standout success in the Netherlands and Poland, followed by the UK. Additionally, Bing-themed activations have expanded beyond theme parks into cruise ships and ski resorts, creating all-year-round opportunities for children to meet Bing in person and deepen emotional connections with the brand.

Acamar Films is building on solid foundations with targeted category expansion planned across toys, apparel, publishing and experiential. Internationally, the brand will build on its presence following successful broadcast launches on MBC3 in the Middle East, Azteca 7 in Mexico and TV Cultura in Brazil, all of which have received positive audience response. 2026 will see Bing enter new markets in SE Asia and, from autumn, will premiere in Turkey on leading children’s channel TRT Çocuk.

Marketing activity will support all major launches throughout 2026, including moments such as National Year of Reading, Children’s Mental Health Week, World Book Day, Easter, Back to School and Christmas. Acamar Films’ integrated approach ensures partners benefit from consistent storytelling, expert-led campaigns and a highly engaged fanbase. Together, these help build a global momentum, a diverse content ecosystem and position Bing for its next phase of growth.

For licensing enquiries, email licensing@acamarfilms.com or visit www.acamarfilms.com

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Angry Birds Rovio

The global flock of Angry Birds fans has plenty to celebrate as the brand accelerates its content and licensing pipeline in anticipation of its next major movie event. Fueling a powerful, joyful presence across every corner of entertainment, the Angry Birds brand is currently experiencing massive momentum, with new partnerships and activations setting the stage for the highly anticipated release of The Angry Birds Movie 3 in 2026. The excitement is real for the third cinematic chapter, driven by a combination of new talent and organic mainstream media attention. The Angry Birds Movie 3, a prime holiday release from Paramount Pictures, will hit theatres on 23rd December, 2026, and it is already generating headlines.

Rovio recently announced an expanded ensemble cast featuring some of the world's most recognisable content creators and actors. The flock is joined by new voice talent, including one of the most noteworthy YouTube personalities, MrBeast (Jimmy Donaldson) and content creator Salish Matter. They join a stellar lineup of returning fan-favourite voices, including Jason Sudeikis as Red, Josh Gad as Chuck, Rachel Bloom as Silver and Danny McBride as Bomb, alongside new additions like Emma Myers, Keke Palmer, Tim Robinson and Lily James.

Beyond the formal announcements, the movie has benefited from a remarkable display of organic media buzz. Early excitement reached fever pitch when the Angry Birds brand was featured in an episode of The Kardashians. The segment showed Kim Kardashian accompanying her son, Psalm West, as he recorded voice lines for one of the new characters in the upcoming film. This behind-the-scenes look at the creative process resulted in significant media coverage and drove the Angry Birds topic to trend widely across social platforms, underscoring the brand’s enduring relevance in pop culture. This creative and cultural momentum is being amplified through a robust licensing programme that is expanding globally in anticipation of the 2026 film.

Partners have already been confirmed in the apparel, accessories and toy spaces for the movie programme, including Bioworld, Blues Group, Komar Kids, TCC, Golden Link and RMS. Furthermore, the Angry Birds brand continues its focus on meaningful play experiences, partnering with educational technology companies like Skidos and Legends of Learning. A major component of the upcoming programme is the master toy collection. Rovio has partnered with The Loyal Subjects (TLS), a brand known for creating high-quality collectibles based on iconic licences. TLS is set to debut a collection of toys, collectibles and plush in 2026 dedicated to The Angry Birds Movie 3, including character and action toys, blind collectibles and new plush designs. This partnership ensures fans of all ages will have a variety of innovative products that capture the brand’s distinct energy and playfulness.

The excitement for the next movie is built upon the foundation of the brand’s continuous commitment to fresh content and new partnerships across the gaming landscape. Angry Birds remains a fun-first gaming-focused brand, dedicated to offering new, engaging experiences to its vast global audience. Recent launches underscore this commitment, including Angry Birds Flock Party, a new title on Amazon’s game streaming service, Luna. Angry Birds Flock Party focuses on the classic Angry Birds gameplay with a fun multiplayer twist that allows players to play Angry Birds together in ‘couch co-op’ mode for the first time. This release demonstrates the brand’s ability to experiment with new formats while maintaining its core DNA of simple, engaging fun.

The game update that created the biggest bang was the Angry Birds 2 Space campaign that came to the flagship mobile game, Angry Birds 2. This major release introduced a completely new space biome to the game, paying tribute to one of the Angry Birds’ most beloved past titles, introducing players to physics-based slingshot action taking place in outer space, where they must navigate the gravity effects of varied extraterrestrial planets. The update was announced with a dazzling drone show at TwitchCon 2025, and a community challenge reached its pinnacle with a plush toy of Red being sent to space in real life. This bold move highlights Rovio’s progressive approach to content, showing a willingness to enhance its established game mechanics and engage its worldwide network of fans in new ways.

The brand has also been strategically expanding its reach in key international markets, namely Mainland China, where the brand has returned to the gaming market thanks to a partnership with Kingsoft Shiyou and Xiaomi. The original Angry Birds title is distributed by Kingsoft Shiyou and is available as a pre-configured app on new Xiaomi 17 Pro and Xiaomi 17 Pro Max smartphones, connecting the brand with a new generation of players right out of the box.

With multiple high-profile brand activations happening now and a major movie event on the horizon for late 2026, the momentum surrounding Angry Birds is building. The brand is focused on maintaining this enthusiastic tempo across all touchpoints, from digital content to consumer products. For those interested in collaborating on this globally recognised brand, Rovio representatives look forward to sharing more details about upcoming opportunities. The company invites partners to meet and discuss licensing opportunities at upcoming industry events, including Nuremberg International Toy Fair, as it shapes the next chapter of the Angry Birds universe.

For more information, visit www.rovio.com

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Dennis the Menace Beano

2026 is shaping up to be one of the biggest years in Beano’s history, as the brand celebrates Dennis the Menace turning 10 for the 75th time. Instantly recognisable with his red and black striped jumper and spiky hair, Dennis the Menace has been inspiring generations of fans to read, laugh, create and challenge the rules ever since his first appearance in the Beano comic in 1951.

Forever 10 years old, Dennis is leading the charge in 2026, with his catapult in hand and Gnasher by his side, marking not just a birthday but a cultural moment. The Year of Mischief will be a celebration of reading for fun, humour, creativity and the unapologetic joy of being a kid. The year kicks off with a special collectible anniversary edition of the comic in March, followed by a wave of high-energy, mischief-making campaigns across retail, publishing and experiences. Nationwide marketing and PR support will ensure Dennis is everywhere in 2026, from shelves and schools to palaces, museums and playgrounds. The campaign will build on Beano’s constant presence as one of the UK’s most recognisable and powerful evergreen brands. The Beano Annual continues as the UK’s top-selling annual (over 160,000 copies in 2024), making it one of the UK’s most popular books. The Beano comic continues to sell 40k copies every single week, and the TV Show Dennis & Gnasher Unleashed! is a regular top ten on CBBC. In partnership with Bulldog Licensing, Beano has assembled a strong lineup of consumer products that bring mischief into homes, wardrobes and gift shops. In retail, Blues Group will deliver Beano-themed clothing ahead of World Book Day, for both adults and children alike, with Oddballs and Spike Leisurewear continuing its family-friendly range across daywear, nightwear and underwear. Fun and playful releases from key partners include soft toys by KAP Toys and collectible rubber ducks featuring Dennis and Gnasher from Duck World. Greeting cards by Hype Associates and Danilo Promotions add layers to the consumer offering for giftable goods.

This year marks a move into the growing Kidult space by Beano, catering to the huge audience of grown-up fans that increasingly want to celebrate and relive their favourite childhood brand with cool products, toys and clothing. Beano is the very definition of being a kid and instantly sparks the memory of freedom and mischief from people’s childhoods. Attics around the country are filled with boxes of Beano comics and annuals that people hold onto throughout their lifetime, never letting go of those perfect days of reading the Beano. It’s a powerful bond people have with the brand, and combined with its sky-high awareness levels, represents an exciting opportunity for licensees and retailers.

To capitalise on this, Beano is collaborating with a key collection of fashion brands to be announced in 2026 and is launching a collection of exquisite Dennis-themed watches from Mr Jones Watches, as well as retro-inspired headwear from Super Retro and pet accessories from Woodle Designs, with homewares partners to be announced shortly.

In addition to products, The Year of Mischief will make a real-world splash through experiential partnerships. Murwalls will paint an official Beano mural in spring 2026, creating a high-impact landmark moment for fans. Wild in Art will bring Dennis to the streets with a new national trail, while Gulliver’s Theme Park Resorts welcome character appearances to selected venues across the country.

Beano will also be partnering with Historic Royal Palaces to bring three stunning Beano experiences to some of the UK’s most iconic heritage sites. The fun kicks off in February with Beano Mischief at the Tower of London, an interactive experience featuring actors and comic-inspired sets, where kids and families will help Dennis track down the missing pieces of his time-travelling go-kart hidden around the Tower to help get him safely back to Beanotown. Dennis’s time-travelling go-kart continues its ride over the summer holidays with Havoc at Hampton Court, getting the timelines into a right royal muddle much to Henry VIII’s displeasure. The experience also runs over the summer at Hillsborough Castle & Gardens in Northern Ireland. Meanwhile, Bakehouse Factory will bring official Beano interactive workshops and family activations to shopping destinations across the UK. On the book publishing side, Beano is continuing to build on its mission of promoting reading for fun. A new Dennis & Gnasher Pick Your Own Story adventure, titled The Day We Got Lost in Time, will be available at all major retailers this month from Farshore. A second fiction title developed in collaboration with an iconic museum will follow later in the year. Both are written by Beano’s iconic creative duo, Mike Stirling and Craig Graham.

With retail activation, storytelling, experiences and licensing partnerships, The Year of Mischief is set to make 2026 unforgettable, and everyone is invited – from the child who’s just discovered their first Beano, to the parent who has never secretly stopped loving it. The door is wide open for more partners, retailers and collaborators to join in the mischief.

For more information, visit www.beano.com

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S R E W O L L +875K FO GROWTH 397% YOY

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CT A T N O C S IE T I ORTUN P P O G N I S N E FOR LIC S.COM D N A R B S A T R E FUGGLERS@LIB ©2026 FUGGLER™ is a trademark of Spin Master Ltd., used under exclusive license to Libertas Brands. © Spin Master Ltd. © Libertas Ltd. All rights reserved.

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Fuggler

Libertas Brands 2025 has been a gloriously chaotic year for the Fuggler brand, and 2026 is set to be an even bigger and more mischievous year. The brand will be dropping unique content across YouTube, TikTok and Instagram weekly throughout 2026, with partners at Zuru Toys, so that fans can continue to love and engage with the unique humour and fun antics of the Fuggler crew.

Fuggler spans a broad age appeal, including kids and Kidults, with 60% of the brand’s fanbase being female teens and Kidults. TikTok is buzzing: followers are up by 1100% since December 2024 (+800k followers), with over 90,000 pieces of fan-made content having racked up close to a billion views. Across TikTok, YouTube and Instagram, Fugglers’ own channels now boast more than 1.2m followers and engagement levels regularly hit 5% or more.

On shelves, Fuggler’s global plush partner Zuru is making sure the popular plush are everywhere; by the beginning of 2026, the brand will lurk in over 85 markets worldwide at retailers like Walmart, Target, Costco, Kmart, Tesco, Smyths, Amazon and many more.

The special 50th Anniversary Jaws x Fuggler collaboration, along with the SpongeBob SquarePants keychain Fugglers, dropped at the end of 2025. 2026 has already brought even more oddball team-ups, with Powerpuff Girls and Care Bears, and more collaborations are to be named shortly.

Meanwhile, the core line is expanding with cheeky new themes like Fugg Life, Old Fogies, Fuggalicious, Alley Cats, Baddie Fugglers, Nipple Fuggs, Fugglercorns and seasonal variants including Wedding Fuggs and new Festive Fuggs editions. More bizarre surprises are waiting in the wings across the company’s Baby Fuggs, keychain Fuggs and Bigg Fuggs. Zuru is also releasing a unique collection of buildable Fuggler characters under its Max construction brand.

Beyond plush, Fugglers are clawing their way into collectibles and squishies through Libertas’ partnership with PMI Toys, an innovative new launch of a Fuggler Deluxe Puppetronic through Wow! Stuff, apparel, accessories, stationery, pet toys, RC, novelty gifting, homewares, publishing, costumes and even digital trading cards. Partners already on board, include: Poetic Brands, Difuzed, The Jacob Company, Hunter Price, Rainbow Productions, Spirit, Issac Morris, Surreal Entertainment, Spin Master Games, Aduro, MoonPig.com, Trends International, Themed.co.uk, Pogo, Lake Press, Centum Books, Iconix, Accessoires Innovation, Buffalo Games, JamN Products, Fizz Creations, UPD and Tibles (with our very own FuggClub app)— with plenty more deals cooking across the globe.

Libertas has teamed up with Retail Monster (US/Canada), Haven Global (Australia/NZ), Creative Minds (Japan), Future of Play (China/HK/Taiwan) and WildBrain CPLG (everywhere else), while Libertas Brands keeps the UK & Ireland in check.

To discuss licensing opportunities, contact fugglers@libertasbrands.com

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Please contact licensing@acamarfilms.com

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Mojo Swoptops Blue Zoo

High-energy action, friendship and transformative play sit at the heart of Mojo Swoptops, a co-production between Taraboom and Blue Zoo Studio’s breakout pre-school property. A hit on CBeebies and YouTube, the show blends inclusive characters with a distinctive swop tops mechanic that fuels fresh adventure in every episode.

Currently in production for its second series, set to launch in 2026, Mojo Swoptops is supported by a significant digital footprint and consistent Top 5 rankings on CBeebies. Its vibrant visual identity and innovative transformation play have attracted interest from partners across multiple product categories, positioning the brand as a retail-ready, cross-platform opportunity. The 2026 rollout includes RC vehicles, play sets and arts & crafts from Bladez Toyz; story-rich publishing from Sweet Cherry; monthly magazines from Immediate Media; sustainable apparel from Teemill; stationery and gift lines from Funky Pigeon and interactive educational games from Blue Zoo Digital.

For retailers and licensees, Mojo Swoptops represents far more than an animated series. It is a growing multi-platform franchise with strong commercial appeal, driven by inclusive storytelling, vehicle-led transformation play and high engagement from both pre-school audiences and co-viewing parents. Blue Zoo Licensing provides a full-service support ecosystem, offering brand development, visual identity creation, creative toolkits for marketing and promotional activity, retail activation strategies and global distribution planning. The team is currently seeking partners across all major categories, including master toy. Mojo Swoptops delivers turnkey solutions that combine learning, play and entertainment, offering retailers and licensees a compelling and commercially resilient brand.

Blocks Universe brings together four powerhouse pre-school favourites – Numberblocks, Alphablocks, Colourblocks and Wonderblocks – into a single, unified platform built for learning, discovery and long-term engagement. Created by Alphablocks and the award-winning Blue Zoo Studios team, the franchise has been designed to deliver both educational impact and exceptional consumer product potential.

With a combined 33m daily views on YouTube and more than 32m monthly watch hours, Blocks Universe commands unparalleled reach and engagement in the early years space. The unified approach enables licensees to build cross-brand product lines that draw on the strengths of each property, spanning literacy, numeracy, creativity and foundational learning skills. Children naturally progress from one Block to the next, allowing for strong fan retention and organic cross-sell opportunities, while the franchise’s educational credibility continues to make it a trusted choice for parents and educators.

Blue Zoo Licensing is supporting the growth of Blocks Universe through an extensive marketing programme. A new website, BlocksUniverse.com, launches in early 2026 with enhanced content discovery, learning-based filters and a wide range of free downloadable activities. Direct-to-retail strategies are being strengthened with brand shops rolling out across Amazon, Etsy, TikTok and Temu. Retail partnerships, including collaborations with Retail Monster, will elevate promotion and visibility, while dedicated TikTok and Instagram channels will showcase content previews, educational insights and behind-the-scenes access.

With premium animation, strong digital momentum, authentic storytelling and a commitment to sustainability and social responsibility, Blocks Universe resonates deeply with modern families. More than a collection of shows, it stands as a multi-platform destination for learning, play and enduring brand growth. For retailers and licensees, it offers a highly engaging, commercially robust and educationally trusted IP with long-term international potential.

To discuss licensing opportunities, contact karen.mcnally@blue-zoo.co.uk

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Bluey

BBC Studios BBC Studios’ consumer products and licensing programme for the global hit Bluey continues to accelerate, strengthening the brand’s position across multiple markets. The show remains a top performer worldwide, including in the UK, where it is the No.1 kids’ title on CBeebies and Disney+. This sustained popularity fuels strong retail confidence and an expanding toy portfolio.

A major 2026 launch from master toy partner Moose Toys is Bluey Fuzzies, a collectable line of soft, flocked minifigures inspired by memorable episodes. With more than 80 characters, themed packs and deluxe sets featuring exclusive and rare figures, the range aims to build a standout presence at retail and encourage repeat purchase. Global partners Tomy, VTech, 8th Wonder and Ravensburger are also broadening their Bluey lines.

The Lego Group is extending its Bluey offering across Lego Duplo and Lego 4+, with new sets arriving later this year aligned to the 2026 Bluey brand theme, Playdates with Friends. New licensees add further breadth: Goliath will launch a Bluey edition of Don’t Wake Dad for autumn/winter 2026 across the UK, Europe and the US, while Cartamundi, Jumbo/Galt and Mookie bolster the partner roster. In the UK, Bluey retains its position as the No.3 Pre-School toy property YTD October 2025, underscoring enduring demand.

Across Europe, fan engagement continues to grow through new touchpoints. Bluey toys recently debuted in Türkiye following its FTA rollout on Spacetoon TV. In 2025, Bluey at the Cinema: Let’s Play Chef Collection entertained families in the UK, Spain, Germany, Italy, France, Belgium, Luxembourg, the Netherlands and Poland. France also welcomed Bluey at the Cinema – Family Adventures, featuring the extended special The Sign, which also landed in France.TV and Okoo.tv in December.

Central Europe is experiencing rapid expansion as new CP and toy ranges reach the market. Bluey’s collaboration with Danone has expanded into multiple territories, building on earlier campaigns in Spain, Romania, Hungary and more recently, in Germany. After just over two years in the market, Bluey won Germany’s Licensed Theme of the Year 2025, which is a testament to the brand's rapid growth in the market and its strength at retail.

Experiential activity remains a major driver, from UK family events such as Bluey’s Aussie Christmas, which sold out rapidly, to the Let’s Play Chef retail Food Truck tour across the UK, Germany and Spain.

Beyond toys, Bluey’s wider ecosystem – publishing, music, gaming, live experiences and short-form content – continues to deepen fandom. Penguin Random House reports strong global performance, while Immediate Media’s Bluey magazine remains the UK’s fastest-growing pre-school title.

New developments in gaming, including the brand-new adventure game written by Joe Brumm, Bluey’s Quest for The Gold Pen, and the upcoming release of a fourth album, Bluey: Up Here, further cement Bluey’s status as a runaway hit with broad appeal.

Looking ahead, anticipation is high for the world’s first Bluey coaster opening at CBeebies Land in spring 2026. Bluey’s Big Play is also currently touring the UK and Ireland until August 2026.

Content activity remains robust. Bluey/Blwi has also recently debuted in the Welsh language on S4C, and BBC Studios’ acclaimed short-form originals land on Disney+ globally later this year. Plus, excitement is growing for Bluey’s debut at Disneyland Park in March 2026, and the Bluey movie, set for worldwide theatrical release in August 2027.

For more information, visit www.bbcstudios.com

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Paw Patrol Paramount

Paw Patrol is poised for another landmark year in 2026, powered by a bold content slate, expansive consumer products strategy and high-impact brand experiences.

Spring 2026 marks the arrival of the Search & Rescue theme across consumer products, introducing new toys and apparel inspired by content that premiered on Nick Jr. and Paramount+ in October 2025. With a redesigned HQ in Adventure Bay, enhanced vehicles and action-packed missions, the theme continues to reinforce the franchise’s unrivalled ability to captivate pre-school audiences. This momentum is amplified by a series of original one-hour specials, delivering fresh stories and adventures that keep families engaged throughout the year.

The pinnacle of 2026 will arrive in August, when the pups make their highly anticipated return to cinemas with Paw Patrol: The Dino Movie. In this third theatrical instalment, the Paw Patrol lands on a mysterious dinosaur island after a storm, where they meet Rex, a stranded pup. When Humdinger’s reckless mining triggers a volcano, the team faces their biggest rescue mission yet, to save the island. Featuring an all-star cast, including Mckenna Grace, Terry Crews, Meredith MacNeill, Jameela Jamil, Paris Hilton, Emmy winners Snoop Dogg and Bill Nye, and franchise veteran Ron Pardo, the film promises broad family appeal and global excitement. Paramount Pictures will support the release with a major marketing campaign, complemented by a wide-reaching consumer products programme spanning toys, apparel, publishing, CPG and more, driving strong visibility and impact at retail.

Off-screen, the multi-year To the Rescue campaign from Spin Master Entertainment and Paramount will continue supporting parents in fostering teamwork, problem-solving and imagination in toddlers. Further expanding its footprint, the UK’s first Paw Patrol-themed land will open at Chessington World of Adventures in spring 2026. Spanning 1.4 acres and designed for children aged two to five, the land will feature four themed rides, including an entry-level ‘my first rollercoaster’, play areas and more. Five exclusive Paw Patrol-themed rooms at Chessington’s Safari Hotel and costume character visits are already delighting fans.

The Paw Patrol London Bus Tour by Brigit’s Bakery will continue in 2026. Families can hop aboard for a sightseeing adventure complete with themed afternoon tea, singalongs and challenges as they take in the iconic sights of London.

With its ongoing commitment to innovation, storytelling and meaningful family engagement, Paw Patrol remains a powerhouse brand and a cornerstone of pre-school entertainment.

For licensing enquiries, please contact ukcpmarketing@paramount.com

SpongeBob SquarePants Paramount

SpongeBob SquarePants, the longest-running kids’ animated series, is riding a wave of momentum into 2026 following the success of The SpongeBob Movie: Search for SquarePants. The film arrived in UK cinemas on 20th December 2025 and was supported by a dynamic marketing campaign featuring integrations in Roblox and Minecraft, impactful out-of-home placements, partnerships with Burger King and Waze and a comprehensive PR push. As part of the promotional activity, Paramount Pictures also hosted an engaging activation at Westfield Stratford, creating an immersive experience for fans during the festive season. This summer, the movie will land on Paramount+, creating a second major moment for the brand and driving renewed engagement after its theatrical debut.

Across consumer products, SpongeBob is experiencing record-breaking performance. In 2025, the brand delivered standout collaborations across fashion, beauty and lifestyle.

Highlights include partnerships with Supreme, Stella McCartney, Wild, Made by Mitchell, Doodle Boy x M&S and a dedicated range at Home Bargains. The back end of the year also saw the launch of movie-related products from master toy partner Funrise, which flew off the shelves at retail. With brand appetite at an all-time high, 2026 will bring more innovative collaborations and product launches aligned with the movie’s arrival on streaming, keeping fans engaged.

On the content front, SpongeBob remains a powerhouse. In 2025, Plankton: The Movie premiered on Netflix, debuting as the No.1 kids’ title globally. The franchise will continue to grow with the launch of its 17th season and Season 5 of The Patrick Star Show, ensuring fresh stories for fans worldwide. Additionally, the series expanded its reach in 2025 by joining CBBC, bringing SpongeBob to even more UK audiences.

In gaming, SpongeBob stands as one of the most successful IP games on Roblox, with SpongeBob Tower of Defence surpassing 500m global visits. THQ Nordic’s Titans of the Tide launched in November 2025, and two SpongeBob-themed Fortnite experiences tied to The SpongeBob Movie: Search for SquarePants are now live, with a third coming in early 2026.

Movie-themed merchandise is now available on Roblox, redeemable via Amazon gift cards. Fans can expect even more developments in this space throughout the year.

With compelling content, innovative products and immersive experiences, SpongeBob SquarePants continues to captivate audiences and reinforce its status as a global entertainment icon.

For licensing enquiries, contact ukcpmarketing@paramount.com.

Toy World 126

CONTENTS Toy Fair Preview 133 136 140 144

Toy Fair 2026 Preview Exhibitor List Show Floor Maps Touching Base - Looking Ahead

194 Talking Shop - Retailers 208 Exhibitor Profiles 334 Advertiser Index

Editorial Index A.B.Gee Asmodee Basic Fun! Bandai Big Potato Bladez Toyz Blokees (Left Field Group) Brainstorm Bruder BTL Diffusion Buki France Buddy & Barney Canal Toys Carrera Revell Cartamundi Casdon Character Options Cheatwell Clementoni Click Connetix Curious Universe Craft Buddy Craze Toys DKB Toys and Distribution Dolu Edx Education Epoch Making Toys EXG Pro FKA Brands Frog Hall Games Funko Gibsons Games Hachette Boardgames UK

218 296 250 324 280 304 220 208 306 314 292 306 278 252 220 288 238 218 270 316 228 326 308 310 234 310 312 214 250 258 298 266 302 252

Halilit Hunter Price Igloo Jazwares John Adams John Leisure Jumbo Galt Just Play Kayes of Cardiff Keel Toys Khadou KidAntics KTL LA Brands Learning Resources Little Concepts Maison Battat Maped Juratoys Marvin's Magic Mighty Jaxx Mojo Fun MV Sports Momo-Toko NDA Toys One For Fun Orchard Toys Paper Projects Playmobil Plum Play Plus-Plus Posh Paws Proud Penguin (Aurora World) Puremind Rachel Lowe

Toy World 130

316 246 294 286 280 270 326 236 254 276 314 312 212 302 222 254 260 290 296 322 262 278 300 304 264 258 232 294 290 234 262 266 322 292

Rainbow Designs Ravensburger Reydon Sports Simba Smoby Skillmatics Sluban Smart Toys Smart Zone Spin Master Striders (Robbie Toys) Target Darts Thames & Kosmos The Carat Shop The Puppet Company Tonies Topbright Topps (Fanatics Collectibles) Toytopic Trends UK United Wheels (Huffy) University Games Vivid Goliath VR Distribution VTech Whiz Kid Games Wigston Global Wilton Bradley Winning Moves Xplore Distribution Zatu Distribution Zimpli Kids Zvezdar Toys

276 216 284 248 288 282 268 248 272 300 274 222 246 284 320 308 282 264 232 320 274 230 228 224 224 244 240 210 318 298 260 324

2026

Play begins here With London Toy Fair just around the corner, exhibitors and attendees are preparing their schedules and getting ready to discover what’s fresh going into 2026. Ahead of the three-day show, Caroline Tonks spoke with the BTHA’s director general, Roland Earl, who reflects on the fair’s growing global impact and the trends shaping the future of toys and retail.

L

ondon Toy Fair is just a few weeks away, set to return to Olympia Events in Kensington from Tuesday 20th January to Thursday 22nd January, spanning the Grand, National and Upper West Halls. Attendees are eager to be back, walking through the aisles and catching up with industry friends and colleagues. Now in its 72nd year, Toy Fair provides toy, game and hobby manufacturers and distributors from across the globe with the first major opportunity of the year to showcase their latest products and ranges in-person to a diverse audience, all in one place.

For this year’s show, the popular Gold Zone (previously known as the Greenhouse), which houses smaller and emerging toy companies looking to break into the industry, was already sold out back in July, with exhibition space throughout the rest of the show being quickly snapped up.

This follows the extremely successful, sold-out show in January 2025. Toy Fair 2026 will be packed with over 250 exhibiting companies, spanning the entire range of the industry, from industry giants to small start-ups. Returning companies include The Lego Group, Jazwares, Epoch Making Toys, Character Options and Spin Master, as well as many newcomers.

As usual, Day One is Press Day, where exhibitors will have the opportunity to grab the attention of top tier

media outlets and secure exposure on their new products.

Members of the press will gain insight into the toy, game and hobby industry, and get a first look at what will be hitting shelves across the rest of the year. There will also be the grand reveal of the Toy Fair Hero Toys for 2026, located just outside the Press Office in the Upper National Gallery.

On top of all this, Day One will see the beloved character parade making its way throughout the halls, as well as a special evening event to reveal the winners of the Toy Retailer of the Year Awards 2025.

Influencer Day closes the show on Day Three, where Toy Fair presents a great opportunity for leading toy and game influencers to connect with toy brands, building relationships and creating new partnerships. These influencers are carefully selected, with their follower count, audience relevance and content quality all being taken into consideration. The popular characters from Day One will make a reappearance throughout the show floor for photo opportunities, and there will be a detailed event schedule to ensure visitors can truly maximise their time at the event.

Throughout the show, Toy Fair TV – the event’s live, inhouse TV channel – will be seen across the halls, gathering content and promoting the endless products across the stands. The crew brings endless positivity, as they test out

Toy World 133

2026

toys and bring everything to life.

Toy Fair has evolved over many years from a traditional buying event into an internationally recognised hub for the UK toy industry. “Whilst facilitating product orders remains a crucial part of the three-day event, today, Toy Fair encompasses everything from brand building and trend spotting through to networking and cross-industry collaboration,” explains Roland.

The British Toy & Hobby Association is busier than ever, hosting multiple events across the year, and the Toy Fair has become a key moment at the start of the year when retailers, inventors, licensors, distributors and media converge to set the trends and the tone for the year ahead. “Its role in providing visibility to both established manufacturers and emerging companies has strengthened its position as a launch platform for innovation and a catalyst for shaping consumer trends across the UK market,” adds Roland.

In recent years, the BTHA has seen strong growth in many areas, with sustainability, educational play and licensed products remaining key points of focus.

Recyclable materials and ethically sourced ranges continue to gain traction, as do launches that blend creativity, coding, construction and discovery. Licensed products remain strong performers, with movie-driven toys contributing heavily to the industry. The hunger for micro-collectibles and blind-box formats has remained resilient after the surge of interest in recent years.

Roland comments: “It’s difficult to predict what may steal the show in 2026, with so many new and exciting companies exhibiting for the first time, including at the show’s vibrant Gold Zone, where visitors will no doubt discover rising stars.”

From an organiser’s standpoint, Roland has seen that buyers of today are looking for early visibility of new ranges, efficient ways to navigate the show and opportunities to discover smaller brands alongside connecting with the major companies. Buyers that attend Toy Fair represent a broad range of the toy retail market including grocers, multiples, specialists, independents, online retailers and more. Exhibitors, meanwhile, increasingly expect support in maximising visibility, managing important launch moments and engaging with buyers, media and industry peers. “As a result, we’ve launched a brand-new official show app, designed to connect exhibitors, visitors and media for a more seamless networking experience,” says Roland. “The app will act as a comprehensive event companion.”

The brand-new Toy Fair app, available on Apple and Android, has enabled attendees to network and connect ahead of the show since early November. Prescheduling meetings in advance has always been strongly recommended due to the busy nature of the event, and now it is easier than ever. The app provides visitors with a hub for all event information including exhibitor lists, exclusive show offers, sponsor information and event schedules.

Toy World 134

Interactive floor plans will also help visitors to navigate around the show and discover companies and products they may have missed. Enhanced digital resources such as the new app will help strengthen connections between attendees, an essential aspect of Toy Fair that the BTHA continues to prioritise each year. Further to connecting people, the app will keep visitors updated with live show announcements, whilst helping them navigate the bustling halls of Olympia with ease.

“Improving support for emerging brands is something we take very seriously,” Roland tells me, “which is why the Toy Fair’s Hero Toy Awards will once again represent some of the most exciting and inspiring toys at the show, including a dedicated Gold Zone winner. For winning manufacturers, the list of Hero Toys continues to offer a promotional platform, whilst providing retailers with insight into which products are likely to perform well in the year ahead.”

Expanded engagement opportunities, via the new app and awards, provide exhibitors with greater access to press, influencers and content creators. Collectively, these help in creating a more efficient, enjoyable and commercially valuable experience for everyone attending.

Once the show has reached a conclusion on the third and final day, planning for the following year’s Toy Fair begins almost immediately, with the BTHA reviewing the valuable feedback it received from exhibitors and attendees alike. “Feedback is central to our planning,” Roland explains. “We gather insights through post-show surveys, exhibitor meetings, buyer feedback and operational reviews. This information directly influences everything from layout changes to communication processes and event timings.”

Attracting new exhibitors each year relies on Toy Fair maintaining a reputation as a show that genuinely supports businesses of all sizes. It is the Toy Fair’s value as a launch platform, its reach with buyers and media and the sense of community that has shaped its long-standing success. The BTHA likes to make the show the most comfortable setting that it can for all participants to do business in a friendly and welcoming environment. Onboarding exhibitors begins six months before the show, followed by dedicated marketing and operational planning. The final stretch is possibly the most intensive, filled with finalising logistics, registration systems and show promotion, right up to opening the doors for three days of non-stop action.

Over the next five years, Toy Fair will endeavour to strengthen its position as a gateway to the UK toy market, whilst increasingly influencing the global trade-event landscape. The show embodies the innovative, creative and dynamic spirit of hundreds of exhibiting companies who contribute to this remarkable industry. Roland concludes: “Looking ahead, we anticipate Toy Fair evolving over the next five years with an ever-stronger focus on improving the Toy Fair experience for exhibitors and visitors alike.

Overall, Toy Fair’s role as a platform for industry dialogue, trend-setting and cross-border opportunity will only continue to grow.”

Throughout the following pages, Toy World brings readers a comprehensive preview of this year’s London Toy Fair, showcasing the latest ranges that will be on stands at the show. We also touch base with exhibitors from across the industry to gather their thoughts on which products and ranges they’re most excited to unveil. If you’re passing between the National and Grand Halls on any of the three days, don’t forget to stop by Stand B23 and say hello to the Toy World team!

t a s u t i s i Come v

y o T n o d n Lo 6 2 0 2 Fair !

2 1 N d on Stan

Exhibitor List Exhibiting Name 8th Wonder A.B.Gee of Ripley Alley Cat Games Alpha Toys Ancory Toys Asmodee UK Aurora World Baby Republic Bandai Namco Toys & Hobby Basic Fun! Big Potato Games Big Sky Games Bigjigs Toys Bitter Rivals Bladez Toyz Bliss Distribution BoldCube Scooters Brainstorm BTHA Exhibiting Members' Lounge BTL Diffusion UK Buddy & Barney Buki France Canal Toys Carrera Revell UK Cartamundi UK Casdon Character Options Cheatwell Games Circana (UK) Clarendon Games Clementoni UK Click Cobi Coiledspring Games Collect and Display Connetix & My Creative Box Core Action Sports Craft Buddy Craze Toys Cryptic Killers (LA Brands) Curious Universe Daler-Rowney Dantoy Djeco DKB Toys and Distribution Dolu Eastar Game Manufacturing ED.UK.8 Worldwide Educating Amy Edx Education UK Epoch Making Toys Eternity Goal EXG Pro Fanatics Collectibles (Topps) Fanattik - Gifts & Collectibles Fancy Packaging and Toys FKA Brands - Motordayz RC Frog Hall Games Funko Funrise Galt (part of the Jumbo Group) GB Posters & Merchandise Gen42 Games Getretro.co.uk Gibsons Games Gleeworld GP UK Grand Hall Lounge Hachette Boardgames Halilit Heo Hooga Playroom House of Marbles Huffy Hunter Price International Igloo Insect Lore

Stand Number E21 B40 GZ19 D2 GZ2 N12 D35 G2 N17 N15 D21 N20 G30 and G40 GZ4 E35 E100 Upper Level 192 E79 Upper Level 205 E46 GZ1 Upper Level 184 E69 Upper Level 100 F70 E30 N16 E20 Upper Level 146 UN60 N14 N19 N21 N10 UN43 UN68 Upper Level 220 E2 UN75 Upper Level 157 D38 Upper Level 200 UN48 Upper Level 102 Upper Level 128 B100 UN55 F1 UN30 B36 N7 Upper Level 190 N5 F30 UN39 GZ3 UN36 B41 N3 F90 E9 UN57 GZ8 D10 E15 Upper Level 185 E39 G10 Upper Level 123 E16 B85 GZ12 G50 F16 Upper Level 110 Upper Level 140 G20

Invisible Typewriter Jazwares Jiangsu Runshi Light & Textile Industry Group Co Jo & Nic's Crinkly Cloth Books John Adams Leisure John Leisure Jumpa Just Play KAP Toys

GZ11 N8

Kassa Products / Purple Peach Stickers Keel Toys Kenji UK Khadou KidAntics Kids in Mind Konami Digital Entertainment B.V. KTL Lake Press Lanka Kade (UK) Le Toy Van Learning Resources Left-Field Group Lexibook Lip Smacker Little Acorn Games LittleConcepts Magicbox Maison Battat Make Time 2 Play Lounge Maped Juratoys Marvin's Magic & Marvin's Distribution Max and Ivy McHugs Meet The Pods Mighty Jaxx Mojo Fun Mojo Nation Momo-Toko Mookie Toys MV Sports & Leisure N Smith Packaging & Display NDA Toys Nice Group Noxxiez UK One For Fun Ooly Orchard Toys Paper Engine Paper Projects Pavilion Distribution Peers Hardy Peg Perego Pilsan Toys Playmobil UK Plum Play Plus-Plus Posh Paws International Precise TV Lounge Press Office & Toy Fair's Hero Toys Lounge Professor Puzzle Progressive Preschool Magazine Puremind Puzzle Post Quarto Rachel Lowe Games & Puzzles Rainbow Designs Ralbru Ravensburger Reydon Sports Robbie Toys Rubies Masquerade/Smiffys Sales Sprint Global SES Creative Simba Smoby UK Sinco Toys Skillmatics Slime Party UK

UN82 F10 UN59 F22 D25 Upper Level 202 UN51 B80 GZ15 F41 F36 D30 E68 E95 UN84 GZ17 B44 E45 N1 UN50 N2 G60 GZ18 G65 GZ14 Upper Level 126 Upper Level 141 B38 UN54 F75 E75 Upper Level 156 Upper Level 120 G12 Upper Level 155 E49 GZ6 E10 Upper Level 195 B75 Upper Level 147 UN76 Upper Level 122 Upper Level 162 Upper Level 206 G15 B19 B60 Upper Level 130

Toy World 136

GZ20 GZ7 N6 F65 H50 B90 UN66

UN80 B26 B39 E14 B24 UN49 Upper Level 142 B21 and B25 UN44 N13 UN78 UN70 N25 UN47 E22 B50 UW70 Upper Level 152 UN45

SCAN TO LEARN HOW TO PLAY

ALL WOODEN PLAYING PIECES

SHOWING AT: Hong Kong Showroom: 6-14 Jan / London Toyfair: Stands: E89 & E98 - 21-23 Jan Nuremberg: Stands: B81-C80, Hall 7, 28 Jan-1 Feb / Spring Fair NEC: Stands: 5G30-H32, 2-5 Feb To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

INCLUDED CARRY BAG

Exhibitor List Sluban UK & Ireland Smart Toys Smart Zone Speks Spin Master Toys Squeek Star-Images Storytime Media Café Storytime Media Lounge Strong Point Games SuperAwesome Lounge Supreme Eva Industries Surreal Entertainment Sussed Games Target Darts Teknofun Teleview Marketing Thames and Kosmos The Carat Shop The Generation Media Café The Lego Group The Mystery Agency The Noble Collection The Puppet Company & Wilberry Toys The Source Wholesale The Toy Project The Toymaster Members Lounge Thumbs Up! TKC Sales

G8 F42 F25 G1 UW50 GZ21 E40 N4 N18 UN58 Upper Level 180 UN52 UN31 H40 Upper Level 218 F66 H36 F15 Upper Level 160 E113 UW10, UW20 and UW30 Upper Level 158 Upper Level 175 H46 Upper Level 143 GZ10 Dark Room H52 E90

Tokidoki Tonies Topbright Toys Toy Connect Toy Trust Lounge Toy World Magazine Toymaster Toys 'n' Playthings (TNP) Toytopic Trends UK Ty University Games Upper West Hall Lounge Vivid Goliath VR Distribution (UK) VTech/LeapFrog Whiz Kid Games Wigston Global Wild Card Games Wild Republic Europe Wilton Bradley Wind Designs Winning Moves WobbleWorks Worgan Games Xplore Brands Yancheng Vast Arts & Crafts Co. Zatu Games Zimpli Kids Zvezdar Toys

*Please note the floor plan and exhibitor list was accurate as of December 2025

Toy World 138

G93 F50 UN37 GZ5 Upper Level 161 B23 Upper Level 149 E1 G94 E66 Upper Level 119 E50 UW60 B70 E47 N9 Upper Level 188 UN35 B37 UN53 E89 and E98 D11 F40 H42 B43 Upper Level 105 GZ16 UN42 B42 G90

HOVERBOARD

ELECTRIC MOTOR BIKE

DRIFT RIDER

SHOWING AT: Hong Kong Showroom: 6-14 Jan / London Toyfair: Stands: E89 & E98 - 21-23 Jan Nuremberg: Stands: B81-C80, Hall 7, 28 Jan-1 Feb / Spring Fair NEC: Stands: 5G30-H32, 2-5 Feb To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

ELECTRIC DRIFT GO KART

UPPER WEST

UW30

UW70

UW50

UW10

UW20

UPPER WEST HALL LOUNGE

UW60

UL200

STAIRS TO/FROM GALLERY

UL195

UL102

UL192

Toy World 140

Seating area

Cloakroom

Stairs

Passenger lift

First aid

Drinking Water

UN49

UN48

UN59

UN47

UN60

UL162

NATIONAL GALLERY

Make Time 2 Play Lounge

CHARGING ZONE

UN58

UL175

UN45 UN44

UN66

UN43

UN68

Toy Trust Lounge

UL161

UL128

UN42

UN70

Precise TV Lounge

UL130

UN39

UL160

UL140

UL158

UN37

UL157

UL141

UN75 UN76

UN36

UL156

UL154 TFTV Silverstream

UN35

UL155

UL152

Toymaster

UL149

UL147

UL146

UL143

UL142

UN31

UN30

UN84

UN82

Press Office & Toy Fair's Hero Toys Display

UN80

UN78

ORGANISERS OFFICE

DARK ROOM

THE TOYMASTER MEMBERS LOUNGE

GALLERY SUITES

UL195

Drinking Water

First aid

Passenger lift

Stairs

UN51

UN52

UN53

UN54

UN55

UN57

UN50

SuperAwesome Lounge

UL180

UL123

UL200

Seating area

STAIRS TO GROUND FLOOR

UL184

UL122

STAIRS TO/FROM GALLERY

UL202

Cloakroom

UL185

UL120

UL126

UW10

Charging point

Info desk

UL188

STAIRS TO/FROM GALLERY

UL119

STAIRS TO/FROM GALLERY & HENLEY SUITES

UPPER WEST

Catering

UL190

UL105

UL110

UW30

KEY:

GRAND GALLERY

UL202

BTHA Exhibiting Members' Lounge

UL205

UL206

UL218

UL220

UL100

STAIRS TO/FROM GALLERY

2026 UW20

UL205

BTHA Exhibiting Members' Lounge

UL192

STAIRS TO/FROM GALLERY

GRAND GALLERY

KEY: Catering

Info desk

Charging point

UL190

U

SEAT BELT

STEERING WHEEL

REAL SUSPENSION

WORKING LIGHTS

SHOWING AT: Hong Kong Showroom: 6-14 Jan / London Toyfair: Stands: E89 & E98 - 21-23 Jan Nuremberg: Stands: B81-C80, Hall 7, 28 Jan-1 Feb / Spring Fair NEC: Stands: 5G30-H32, 2-5 Feb To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

E113

GZ01

GZ02

GZ03

GZ04

GZ06

GZ10

Toy World 142

G90

B80

E79

E75

F75

Scale:

B75

E68

E69

G92 Playtime Lounge

G93

Buddy and Barney Ltd ANCORY TOYS Fancy Packaging and Toys Bitter Rivals Toy Connect OOLY Jo & Nic's Crinkly Cloth Books Gen42 Games the toy project Invisible Typewriter Hooga Playroom Meet The Pods Lake Press Yancheng Vast Arts & Crafts Co., Ltd. Little Acorn Games Max and Ivy Alley Cat Games Issue Number: Jiangsu Runshi Light & Textile Industry Group Co., Ltd. Issue Date: SQUEEK Updated by:

GOLD ZONE EXHIBITORS

GZ01 GZ02 GZ03 GZ04 GZ05 GZ06 GZ07 GZ08 GZ10 GZ11 GZ12 GZ14 GZ15 GZ16 GZ17 GZ18 GZ19 GZ20 GZ21

B85

B90

B100

E90

E95

F90

E89

STAIRS TO/FROM GALLERY

GZ19

GZ18

GZ17

GZ16

GZ15

E98

E100

GZ21

GZ14

GZ12

GZ20

GZ07

GZ08 GZ11

GZ05

G94

GRAND GROUND

The Generation Media Café

STAIRS TO/FROM GALLERY

E70

B70

STAIRS TO/FROM GALLERY

76 5 Dec 2025 Liam N.T.S.

F70

B60

N12

N10

N5

F50

G50

H52

N14

N13

B50

E49

E50

H46

N6

B43

B42

E45

E46

E47

F42

N20

N1

B44

H42

NATIONAL GROUND

E66

F65

F66

G65

G60

H50

B40

F41

E40

E30

F36

F30

G30

H36

D38

E39

N21

N19

N15

N7

N2

B38

B39

B41

F40

G40

H40

B36

B37

D35

D30

E35

F25

G20

B24

B23

B25

E21

N8

N3

B21

N16

B26

E20

D25

D21

E22

F22

G15

N25

B19

D11

E14

E15

E16

F15

F16

G10

G12

STAIRS TO/FROM GALLERY

D10

N17

N9

Grand Hall Lounge

G8

D2

E1

E2

F1

G1

N18

Storytime Media Café

N4

E9

E10

F10

G2

Character Changing Room

OLYMPIA ROOM

LONDON ROOM

VISITORS ENTRANCE Storytime Media Lounge

VISITORS ENTRANCE

HENLEY SUITES

2026

SCAN QR TO WATCH THEM IN ACTION!

SHOWING AT: Hong Kong Showroom: 6-14 Jan / London Toyfair: Stands: E89 & E98 - 21-23 Jan Nuremberg: Stands: B81-C80, Hall 7, 28 Jan-1 Feb / Spring Fair NEC: Stands: 5G30-H32, 2-5 Feb To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

touchingbase

Show and behold

Toy Fair exhibitors share what they’re most looking forward to unveiling at the show this year.

Kate Gibson - Managing director, Gibsons Games The range which I am most excited to unveil at this year’s London Toy Fair is Dingbats to Go. It’s been a year since we relaunched Dingbats, much to my Dad Michael’s delight. He rightly identified the demand for this much-loved game; Dingbats was a staple in my childhood, and I vividly remember grappling with the challenges on the cards. Something clearly went in, as I am not too bad at it these days.

The Gibsons team enjoyed working with the Sellers family and recreating this family favourite, and Dingbats to Go was the logical next step. Fans of the game will love the handy travel-sized pack, which can be played at home or on the go, and there’s a choice of three decks with varying cards.

Retailers will love the brightly coloured CDU and keen price point. If they’d rather hang it up, there is a nifty hidden tab that allows them to do this, tucked inside the box.

Anna Vaughan

Marketing manager, A.B.Gee The range I’m most excited to unveil at Toy Fair is our expanded Red Toolbox collection for 2026. Even though we’ve been distributing the range for a few months now, this will be our first time showcasing it at Toy Fair, and we’re really hoping to give it the visibility and presence it truly deserves.

The standout is the continued growth of the Stanley licensed line within Red Toolbox. Children absolutely love the authenticity of the tools; they look and feel just like the real thing, and our new 2026 additions take that realism, creativity and hands-on play value even further.

We’re also building out the lifestyle play side of the range through licences like Miracle-Gro and Char-Broil. Bringing gardening and BBQ role-play into the toy aisle feels genuinely fresh and taps into a growing demand for outdoor, family-based play patterns. It allows us to reach not only traditional toy retailers but also garden centres, gift shops and broader lifestyle stores.

Red Toolbox is more than a product line; it’s a strategic step into a wider, more aspirational world of play. Showcasing it properly at Toy Fair for the first time is a big moment, and the team at A.B.Gee is excited to give buyers a real sense of what the brand can become.

Phil Hooper - Managing director, Epoch Making Toys At this year’s London Toy Fair, we are excited to present some adorable new families, such as the Biscuit Bears and Citrus Birds, joining the world of Sylvanian Families. We’re also excited to unveil the new theme for our best-selling blind bags, the Baby Woodland Fairy Costume Series, which sets the main theme for the second half of the year with the Woodland Fairy sets – these include the Woodland Wonder Fairy Castle, which recently won a Japan Toy Award. There’s a new residential play set in the second half of the year with the Red Roof Riverside Manor, which was designed by architect Lloyd, the Biscuit Bear father, and built with the help of the Baby Builders, our previous series of blind bags.

There’s lots to come from Aquabeads and Epoch Games too, and we can’t wait to show visitors to our stands all these new additions.

Toy World 144

KPop Demon Hunters ™/© Netflix. Used with permission.

NEW

© MARVEL 2026

© MARVEL 2026

FOR 2026!

Featured Artist

© Funko, LLC

© Universal City Studios, LLC. All Rights Reserved.

©Eiichiro Oda/Shueisha, Toei Animation

© Disney

© Disney

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VISIT US BY APPOINTMENT ONLY AT

LONDON TOY FAIR STAND N3 NATIONAL GROUNDS

Welcome to

– a world where friendships blossom Say “hi” to Rose, Clover and all their friends – magical little friends who live in enchanting flower houses and love to play. Collect them all and grow your own garden of imagination.

36236

Flower House Starter Set

Discover more at London Toy Fair Visit Stand N13

36240

Flower Village

FSDU available

please speak to a sales representative

The making of BRIO Flora

Contact

your Ravensburger sales agent sales@ravensburger.com 01869 363800

touchingbase Patrick Downs

Head of Design, Keel Toys Toy Fair gives our customers the exclusive opportunity to preview and order more than 100 brand-new lines for 2026 - among them, our evolved Keeleco Wildlife, Farm, Sealife & Dinosaur collections. Since launching Keeleco five years ago, we’ve recycled over a billion water bottles in the manufacture of this truly remarkable range.

The range we are most excited to launch at Toy Fair is Keeleco Greenhouse: 12 beautiful botanicals made from our most luxurious supersoft recycled velvet fabrics with embroidered detailing and our FSC-certified iconic logo tag. Each design is more vibrant than the next, from snowdrops and pansies to succulents and cherry blossoms. The collection come complete with an eye-catching tiered CDU or a 96-piece floor-standing display unit, making a statement in any retail environment.

We encourage retailers to drop by the Keel Toys stand and see our full product range and discover what’s possible when shelves are supported by a supplier that’s ready, responsive and built around how each business works. Our team will be ready to welcome everyone and help create the perfect start to 2026.

Alf Blohm

Head of Sales UK, Craze Toys At Toy Fair, the standout for us will be Inkee – particularly our new wave of licensed Surprise Bath Bombs.

This range gives us a clear, ownable point of difference in a crowded space: strong licences, compelling margins and a product that’s already showing exceptional traction across the German-speaking markets.

The UK rollout for 2026 takes that proven success and pairs it with a sharp retail story built around sensory play, collectability and genuinely high-quality bath cosmetics. It’s one of those rare moments in which entertainment and product integrity land together.

What makes Inkee so effective is the breadth of the experience. Children get colour, fizz, surprise and play value; parents get vegan, microplastic-free, independently certified formulas. Combine that with the licence slate we’re activating for 2026, and it becomes a high-impact proposition for UK retail from day one.

We’ll also be spotlighting Galupy and our compounds portfolio at Toy Fair, but Inkee is the range I’m most excited to introduce to buyers. It’s a category-shifter with both commercial upside and consumer pull, and Toy Fair will be exactly the right launchpad.

Nic Aldridge

Global head, Khadou The range I’m most excited to unveil at London Toy Fair is Clicky Caps, which is our licensed range of key caps – where custom keyboard culture meets collectible character design.

Born from the massive global trend of customising mechanical keyboards, Clicky Caps taps into a highly engaged, design-led audience that wants their setup to reflect their personality. Just as sneakers, controllers and phone cases became canvases for self-expression, keyboards are the next frontier, and Clicky Caps is perfectly positioned at the centre of that movement.

The range features licensed, collectible key caps, with each purchase including two interchangeable keys mounted on a mini mechanical keyboard keychain. Fully functioning and tactile, the keys deliver the authentic, satisfying click keyboard fans love, making them perfect for on-the-go customisation, collecting and fidgeting. The assortment includes a premium 3D figural character key cap alongside a 2D printed image key cap, encouraging mix-and-match play and repeat purchase.

Launching with a powerful licensed lineup including SpongeBob SquarePants, South Park, Adventure Time, Sonic the Hedgehog, Molang, WWE and more to be announced very soon, Clicky Caps delivers instant recognition across kids, gamers and the fast-growing Kidult audience.

Clicky Caps has already been a smash hit in recent customer previews during the September LA Previews and our Autumn/Winter 2026 Previews in Watford and Blackburn. We encourage Toy Fair visitors to come and see the range at Stand F22.

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Get ready for a

FLURRY OF FUN

in February 2026.

Snow days mean play days in the realm of Lorcana. From sledding to ice skating to cozying up to a warm fire, there’s plenty of frosty frivolity for all. But even as you spread this wintery cheer, you never know when everything might snowball out of control. ©Disney

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COMING IN JULY 2026

COMING IN JULY 2026

touchingbase Michelle Probert - UK Sales and Marketing manager,

Maped Juratoys Games

This year marks my 10th year attending the London Toy Fair with Juratoys, a milestone that still feels incredible when I think back to where it all began. Before joining Juratoys, I had never visited a trade show of any kind, so stepping into Toy Fair for the very first time was both exciting and a little overwhelming. Luckily, the warmth and enthusiasm of the toy industry welcomed me immediately. From that first day, I knew I had found a place where creativity, playfulness and community come together in a way unlike any other industry.

Every January, the London Toy Fair continues to be my favourite trade show of the year, and reconnecting with my toy industry friends and lovely customers is always something I look forward to. One of the highlights is working alongside our fantastic team of salespeople. We’re all passionate about what we do, and we love sharing our newest product launches with visitors. There’s nothing quite like seeing customers light up when they discover something fresh, fun and innovative on our stand.

This year promises to be extra special as we celebrate the 15th birthday of our Confetti music range.

In true Juratoys style, we’ll be marking the occasion with games, activities and—if all goes to plan—a lively air-guitar competition with plenty of prizes up for grabs. It’s shaping up to be a celebration visitors won’t want to miss.

We encourage visitors to stop by the stand and join us in celebrating a decade of memories, music and the magic of Toy Fair.

Andrew Rawlinson - Trade Marketing manager, Carrera Revell

The range I’m most excited about showcasing at this year’s London Toy Fair would undoubtedly be our significantly enhanced Carrera Go!!! 1:43 scale slot racing system. Encompassing full-size licensed motorsport (Formula 1, GT, DTM, etc.) plus licensed offerings for Mario Kart, Disney Cars, Sonic the Hedgehog, Paw Patrol, Spider-Man, with more to come in 2026, we know we’ve got many of the bases covered in terms of desirable subject matter, but it was time for an upgrade to the racetrack system itself.

Starting with 2026 releases as part of an eventual range-wide rollout, we will introduce a new Power Module. Replacing the existing setup, the Power Module will offer integrated lap counting using an LED display, plus Time Trials and a Training Mode.

At the same time, players will have the ability to choose from different skill levels that will regulate top speed so, making it great for beginners. To standardise power sources and create a more user-friendly end-user experience, the existing mains transformer will be replaced with a USB-C - USB-C power lead that can either be plugged straight into a suitable USB-enabled mains outlet or via a USB-C adapter, something that most households have at least one of.

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Richard Dickson

General manager of UK/ROI, Spin Master Toy Fair is always a real highlight for me. It’s a chance to reconnect with our partners, share the work that the team has been working hard on and really celebrate what makes this industry so special. This year feels particularly exciting because we’re coming with one of our most diverse and creatively ambitious line-ups yet.

I’m especially looking forward to unveiling what’s next for Paw Patrol as we gear up for Paw Patrol: The Dino Movie in 2026. The dino-rescue theme has unlocked some brilliant innovation that I know retailers will love. Gabby’s Dollhouse has also had a standout year following its first movie, with the toy line now benefitting from that fresh wave of fan enthusiasm.

We’re thrilled to bring Melissa & Doug back to Toy Fair under full integration and I’m incredibly proud of the leaps we’re making in the Interactive category with new Bitzee innovation.

Add that to our recent DreamToys wins for Monster Jam and Primal Hatch, alongside momentum for How to Train Your Dragon and major updates across Kinetic Sand and Games, and it really does feel like a milestone year.

Above all, I’m excited to strengthen relationships and align on what promises to be a fantastic 2026 for Spin Master.

touchingbase Allison Mareek - UK Sales manager, Buki France This Toy Fair will be a first for us in many respects, so it is particularly exciting. We’ll be exhibiting in person for the very first time, and we are going direct to retailers in the UK for the very first time – it’s a lot of firsts. We are also very excited to be presenting two ranges that are very important to Buki France’s identity. 4 All Kids is our Arts & Crafts range that is designed specifically with – as the name suggests – all kids in mind. In an industry where Arts & Crafts are usually created with girls in mind, I am very proud to be representing a range that’s more inclusive and that invites boys to join in on the fun as well.

I’m also happy to be presenting our Professional Studio range and its complete Arts & Crafts sets, created to the same standards as their professional equivalents, like our new Professional Studio Pottery Expert. This is a real potter’s wheel rotating at 220 rotations per minute, with real accessories and air-drying clay. It’s aimed at introducing both children and adults to clay throwing techniques.

David Kelly - VP of Sales and Marketing, Skillmatics We are looking forward to showcasing our new Aqua Puffs range, especially our Toy Story licensed version. The timing of this new line is perfect and will be out for when the hotly anticipated fifth Toy Story hits the big screen in June.

Aqua Puffs is a super fun and creative product that allows kids to colour in their favourite characters, sprinkle them with water then watch in amazement as they magically puff up. Once dry, the kids can add a keychain or string and use as a keyring or bag charm. The range is adorable and I’m sure will be popular. As Aqua Puffs is also mess-free, and there’s no scissors, no glue and no cleanup needed, the grown-ups will love it too; it’s ideal for use at home, school or kids parties.

Greg Kirk - Product Development manager, The Carat Shop For visitors to the Carat Shop’s stand at Toy Fair, I recommend looking out for our brand-new Harry Potter Tote Bag collection. Whilst we still boast a huge range of best-selling jewellery and accessories, this new Tote Bag range marks a fresh creative direction from The Carat Shop’s norm and offers a colourful set of designs brought to life in two velvet, two quilted velvet and three affordable 100% cotton totes.

The designs are magically vibrant and feature instantly recognisable elements, including bold interpretations of Platform 9 3/4, exciting Quidditch themes, the memorable line ‘The Wand Chooses the Wizard’ and stylish patterns composed of various famous Harry Potter icons and motifs.

We’re confident our new Tote Bags will appeal to a hugely diverse Harry Potter fan-base and look forward to unveiling them at the Toy Fair.

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Katy Fletcher

Head of Marketing and Product Development, Ravensburger We're launching hundreds of new products for 2026 this Toy Fair, including games, puzzles, toys and new items from Disney Lorcana.

But I'm particularly looking forward to seeing reactions to our new Brio Flora collection. Created by Brio's in-house design team in Malmo, this range is set to welcome a new audience to the world of Brio. Filled with beautiful, nature-inspired whimsy and floral touches with a cast of collectible characters at its core, Brio Flora is a truly joyful introduction for autumn 2026. We're showcasing the range with a real wow factor on our stand, and I can't wait to see it brought to life in spectacular style at the show.

touchingbase Isobel Walton - Head of UK Sales, Big Potato We're most excited for our shiny new card game, I'm Gonna Risk It. Card games have continued to perform incredibly well over the past couple of years, accounting for 32% of the total games market in 2024 and staying strong throughout 2025. That appetite for quick, portable and highly replayable games is exactly what inspired us to create Risk It. There are some brilliant titles already in this space, and they've shown just how much players love simple, addictive gameplay. With Risk It, we've taken that energy and given it our own Big Potato twist. It's super easy to pick up, surprisingly hard to put down and full of those brilliant ‘will you play it safe or will you risk it’ moments. All of this puts the game in a great position to stand out in a thriving category, and we're really excited for people to get their hands on it.

Tom Hudson

CEO, Marvin’s Magic

Ben Hogg - Marketing manager, Simba Smoby Our 2026 portfolio is stronger than ever, but an IP I’m really excited to present is Disney YuYus. It taps into current trends that place it right at the sweet spot of the toy market right now and I’m sure it’s going to fly off shelves. From launch, Disney fans can collect cute, collectible, plushie charms across two assortments: Disney Lilo & Stitch and Disney Winnie the Pooh. There are nine designs to discover in each range, including a mystery chase character, and each Disney YuYu comes complete with a carabiner clip to attach to keys, bags and more. So kids won’t just collect these, they’ll display them as they go about their lives too.

Anthony Grimaud - CEO, Canal Toys As we prepare for London Toy Fair, the product I’m most excited to unveil is our new Instant-Print Full Colour Camera.

In the past, instant print cameras for children have relied on simple thermal printing. With the Instant-Print Full Colour Camera, we wanted to give young creators something that feels much closer to the real photography experience.

This new model offers full-colour printing on real photo paper, supported by an LCD screen that helps children frame and personalise their shots before printing. It’s simple, intuitive and delivers photo quality that genuinely stands apart in the category.

There’s something special about taking a photo, printing it instantly and holding a vibrant, real paper print in your hands. It encourages storytelling, creativity and a sense of ownership that digital-only play doesn’t always match.

For us, the Instant-Print Full Colour Camera reflects the direction we want to continue moving in and demonstrates, once again, Canal Toys’ leadership and commitment to bring excitement and innovation to the kids and teens tech space. I’m really looking forward to showing it at Toy Fair and hearing the industry’s reaction.

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The product I’m most excited to unveil at Toy Fair is our brand-new Living Hand from Marvin’s Magic’s Wicked Pranks & Jokes range. Launching in summer 2026 and exclusive to Marvin’s Magic, this brilliantly mischievous item is designed with one goal in mind: creating huge, unforgettable reactions. The Living Hand is our next big hero product with an ingenious combination of classic prank magic and modern social media ready fun.

We’ve engineered it to be the ultimate shareable moment.

Whether it’s jumping out at friends, creeping into frame on camera or becoming the star of hilarious prank videos, the Living Hand is made to go viral. We know how much today’s young creators love content that surprises, shocks and entertains, and this product delivers all of that in a totally safe, funny and wildly repeatable way.

Retailing at £14.99, it offers incredible value while still packing the punch of a show-stopping prank. With a major social marketing campaign behind it, including influencer reactions, TikTok challenges, and interactive demo content, we’re confident the Living Hand will become one of 2026’s standout toys. It embodies everything Wicked Pranks & Jokes stands for: bold ideas, big laughter and magical moments that people can’t wait to share.

touchingbase Alex Shropshire

Senior director of UK and Ireland Sales, Topps

Lilly van de Geer

Sales & Marketing assistant, Sluban UK & Ireland

Heading into Toy Fair, there’s a real buzz around what Topps has lined up for the year ahead. It’s shaping up to be a huge year, but if I had to pick one highlight, it would be having a full year of our Premier League programme.

As a football fan, seeing this range come together has been brilliant. Last year’s launch of Topps Premier League was a massive moment for us, and the reaction from collectors was incredible. We’ve taken that momentum and are pushing things even further for 2026, with a wider range, deeper checklists and a continuation of the incredible high quality of the product. Our retail offering will be bigger and better, giving collectors more ways to get involved, whether they’re casual fans or experienced hobbyists. The Premier League is a global stage and one of the most competitive leagues in the world and being able to showcase a full year of product that matches that energy is something I’m genuinely excited about. It’s shaping up to be a real centrepiece for us at the show.

We have over 500 sets to choose from, but I’m particularly enthusiastic about our new licensed Garfield collection which features 17 different sets for fans of the iconic cat. We also have two new additions to our Titanic collection, expanding that range to six different sizes, from the smallest 194-piece model to the flagship set with over 2,400 pieces. The Lancaster Bomber in our army range is also very impressive, boasting a wingspan of over 70 centimetres. However, my absolute favourite collection that we are showcasing at Toy Fair has to be the Sluban Flowers and Plants Collection.

This new range features 18 different buildable flowers, including roses, orchids and daisies. Each flower set comes complete with its own vase, allowing collectors to combine several sets to build a custom bouquet. The collection is designed to be accessible, offering three different counter display boxes with smaller plants as well as two larger potted plants.

We’re keeping the price point very attractive, with the smaller potted plants starting at a retail price point of just £4.69 and the larger ones at £17.89. We think this will be a real hit.

Darrell Jones

Marketing director, Vivid Goliath I’ve spent 30 years in the toy industry and rarely do you get to unleash a product as gloriously bonkers as Butt Face.

Presenting it at customer previews has been hysterical.

It’s shameless, silly and instantly awakens everyone’s inner 5-year-old. Our Butt Face buddies are giant, jiggling butts loaded with outrageous sound effects. Think mega farts, goofy groans and unapologetic toilet humour. We’ve got three brilliantly ridiculous characters, each with a personality as loud as their emissions. Leading the crew is Chester Cheeks, the dance-floor menace. No one hears him coming but everyone feels the rumble. With two other equally irreverent Butts launching, we’re excited to bring Butt Face to the UK later this year. Buckle up, it’s going to be a gas!

Flavien Loisier

General manager, Hachette Boardgames At Toy Fair 2026, Hachette Boardgames UK will showcase one of its most ambitious and diverse catalogues to date. However, the game I am most excited to present is the newest addition to the abstract wooden range from Gigamic, Qomet. Same-sized box as the acclaimed Quoridor and containing the high-quality wooden components players are accustomed to from Gigamic, Qomet channels the timeless appeal of classics like Nine Men’s Morris. In this refined two-player strategy game, opponents race to form a square with their star-shaped pieces. The game is easy to pick up, making it accessible to new players, plays fast, but has sufficient depth to stay in one's collection.

Having first seen and played it in summer, and having since showcased it at events and during store visits, Qomet is rapidly becoming my favourite in the Gigamic abstract line. The more I play it, the more I want to play it, and I’m sure customers will feel the same. This is an excellent addition to the range, and I cannot wait to see it released in the UK later in 2026.

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touchingbase Raj Nanda

Director, NDA Toys

Scott Garnerbundy-Higgs UK Business Development manager, Cartamundi

Each year, we are excited about all the brand-new licences for kids, but also Kidults, in our ever-growing Bicycle range.

This year, we’re celebrating the 100th anniversary of Winnie the Pooh with a brand-new Bicycle deck and bringing beloved stories to life with decks featuring Beauty and the Beast, Disney’s Fantasia and the highly demanded Bluey deck.

Beyond iconic licences, innovation is at the heart of our range. We are introducing two new types of Bicycle products specifically for the toy channel. Our 3-in-1 Collection combines three classic card game formulas in one box in vibrant themes like Mickey & Friends and Pixar, making family game nights unforgettable.We’re also launching family-friendly versions of Trash, Cats in the Corner and Hogwash, featuring charming hand-drawn artwork that kids will adore Color Addict has been loved for years but, for the very first time, we’re adding licensed editions, starting with Stitch. This year is all about blending nostalgia and fun for every generation, and we can’t wait for Toy Fair visitors to experience it.

The range I am most excited to unveil at Toy Fair is Bullyland, which NDA Toys is proud to represent as the exclusive UK distributor.

This is a partnership I am genuinely thrilled about because it delivers exactly what retailers tell us they want: strong licences, great value and dependable, year-round sales.

Bullyland has more than fifty years of heritage and produces beautifully sculpted figurines that appeal to children, collectors and gift buyers alike. The value for money is exceptional and the retailers already stocking the range are enjoying healthy margins and strong repeat purchasing. With Disney’s expanding portfolio and renewed excitement around Toy Story ahead of the next film, we expect demand to grow significantly through 2026.

What makes this range stand out is how easy it is for retailers to work with. The products are lightweight, compact and simple to display - which makes them ideal for both physical and online retail. They perform well as pocket money purchases, as gifts, as near till impulse lines and as part of themed displays and are ideal for any retailer looking for a high turnover and low footprint range backed by strong licences.

OraRuth Rother

Head of Marketing, Craft Buddy We’re thrilled to unveil our Hello Kitty & Friends Crystal Art spring/summer range at Toy Fair.

Hello Kitty is one of the world’s most beloved character franchises which created a new generation of fans following her successful 50th anniversary; creative crafting is cross-generational, which makes this launch especially meaningful to Craft Buddy’s creative team. Whether it’s today’s cutenessloving teens and tweens, or the loyal Kidult audience which has long adored Hello Kitty, this lineup has universal appeal.

At the heart of the range is our hero product, the Hello Kitty & Friends Crystal Art Sticker Album and Blind Bag Sticker Packs. Now Craft Buddy’s best-selling line year-round, this collectible 20-page themed album and 102 sparkling Hello Kitty Crystal Art stickers in Blind Bag Sticker Packs is creative, colourful, celebrates friendship and encourages crafting, collecting and trading through a dedicated Facebook fan page.

As part of our Hello Kitty & Friends collection, we’re also launching Hello Kitty Crystal Art Buddies, Bag Charms, a Secret Diary and Mega Activity Kit, as well as cards and scrolls. Collectively, they bring Hello Kitty & Friends’ vibrant, positive and enchanting world to life through hands-on creativity, and we can’t wait to share them with visitors at Toy Fair.

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touchingbase Jeremy Boreham

Managing director, Buddy & Barney The product we are most excited to unveil is our Would You Rather: Super Gross Edition at the Toy Fair, our wildest, wackiest and most wonderfully stomach-churning game yet.

This edition takes the classic Would You Rather format and cranks the chaos all the way up, delivering more than 200 gloriously revolting dilemmas guaranteed to make even the bravest players squeal, cringe and burst into uncontrollable laughter. It’s bold, it’s bizarre and it asks the kind of questions you can’t believe you’re actually considering, like the truly life-altering dilemma: Would you rather: poop out of your nostrils or sneeze out of your bottom?

What makes this product so exciting to showcase is the way it brings people together through pure, unfiltered fun. The game is perfect for family nights in, long car rides, parties, sleepovers and even those painfully awkward silences that need something unexpected to break the ice. There are no right or wrong answers, just endlessly debatable, wonderfully questionable options that spark hilarious conversations and unforgettable reactions.

We can’t wait for Toy Fair attendees to experience the thrill, the shock and the snort-laughs firsthand.

Gary Wilmot

Founder and CEO, Proud Penguin I’m excited about our first Proud Penguin figurine collection. On the surface, it might look familiar as they’re animal figurines, something every toy person knows. But for me, that’s exactly what makes them so special. We took a category the industry has known for decades and tried to rethink it from the inside out.

Five years ago, I realised how rarely we question the things we’ve sold for years. Figurines look simple - until you try to make one yourself. Then you suddenly face the real challenges: choosing the right material, understanding environmental responsibilities, creating a healthier workspace for the people who produce them and recognising how important it is to keep the supply chain close to home. This launch isn’t just about new characters; it’s proof that even the most familiar toy can be rebuilt with better materials, cleaner paints and a more responsible journey from factory to shelf.

What excites me personally is that I’ve been able to dive into every single step of the range’s creation. Today, I can finally say: pick one up, look a little closer and you’ll notice how different it really is. Maybe that’s the biggest joy of this whole project: the idea that something small and simple can still move our industry one step further.

Allana Holmes

Commercial director, Hunter Price International This year, our Love the Look brand is taking the limelight at Olympia. We’ve made some really exciting developments to the brand, and Toy Fair is the perfect platform to bring the new proposition to life. Our new creative direction into playful cosmetics opens up a world of opportunities for the brand and retailers alike. From in-store experiences to campaigns and collaborations, Love the Look now has the capabilities to make a real impact this year.

Retailers don’t just want stock on the shelves; they want brands they believe will really connect with their consumers. They want brands which create more than just stand-out in store to keep them coming back for more – and that’s where we come in.

Love the Look has so many brand storytelling opportunities, and Toy Fair gives retailers a first look at our new approach for this brand and many more, as well as presenting our portfolio of own brands and licensed brand partners, including the Toy Mania brand family, Taggeez, Mimomo, Morumi, Fuggler, Crayola and Lego (it doesn’t get much bigger than that).

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touchingbase Zara Grindrod

Sales and Brand director, Rainbow Designs Picking just one highlight for Toy Fair is no easy task, especially as we prepare to launch three wonderfully exciting new licensed brand ranges this year: Pembe the Pink Cat, Care Bears Baby and Disney Dumbo. Each brings something unique and heartfelt to our portfolio.

However, if I had to choose just one hero line, it would be the new Bing Learn to Dress Soft Toy that is joining our new, reimagined Bing pre-school toy range, specifically created for a slightly younger audience.

Inspired by real, everyday moments, this engaging and super-cuddly soft toy has been created to help little ones build essential dressing skills through hands-on play. Featuring easyto-use buttons, zips, laces and Velcro, the Learn to Dress Bing encourages children to explore practical tasks at their own pace, boosting confidence, independence and real-life learning.

This thoughtfully designed product blends play value with developmental support, and it’s something we’re incredibly proud of. This line is just one of several new additions joining our growing Bing preschool range, which launched last autumn and has already established strong traction at retail.

Claire Coekin

Commercial director, Plus-Plus 2026 will be an exciting year for Plus-Plus as we launch into licensed product for the first time. Three much loved licensed ranges will launch into the UK and Ireland, the first one steeped in Nordic values that people love and identify with: Moomin. We are delighted to bring to life the iconic characters, created by Tove Jansson, to life in both regular PlusPlus and Big. Our range features the most popular characters, the Moomin house and valley playsets, based on the books and TV series.

Moomin appeals to all ages; Kidults love to introduce the characters they played with when they were young to their own children, tapping into that feel-good nostalgia. With the range of Moomin Plus-Plus, consumers can re-create magical adventures, drawing on the characters’ different personalities and themes of community, family, inclusion and acceptance in Moomin Valley.

Later in the year, we are planning to launch two more licensed ranges, so stay tuned and come and find out more at our stand at London Toy Fair. By lleveraging these licensing opportunities, Plus-Plus will increase brand recognition and expand its product offerings – the team is excited to connect fans to the brands they love.

Simon Tomlinson Managing director, Learning Resources

We are really looking forward to unveiling the Boxineers range. It’s such a fun and engaging concept that has the potential to grow. We are launching two themed sets: Animals and Vehicles, which will inspire lots of creativity and engineering skills. What we love about Boxineers is that it’s taking boxes that consumers would have around the house and transforming them using fun tools, accessories and lots of imagination. We know kids love playing with boxes anyway, but this range transforms ordinary cardboard into play that develops critical and imaginative skills.

Philip Kaye

Managing director, Kayes of Cardiff The range/product I’m most excited about showcasing at this year’s London Toy Fair is the transformed Orchard Toys range, which now features refreshed packaging – we welcome the refresh to this popular range very much. We are also very excited about the launch of our exclusive Welsh Language Orchard Toys Games, which will be released in the spring.

Orchard Toys’ line-up of educational games and jigsaws is popular with retailers as it is loved by parents, teachers and children, making the range a reliable sales opportunity.

Combining learning, fun, bright illustrations, excellent quality and great price points, it’s always a winner.

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touchingbase David Mordecai CEO, One for Fun

One for Fun has got so much to shout about this year. Formula One continues to be a key brand and, yet again, there will be another series of Drive to Survive; the next series will land on Netflix in the early Spring. The fact that the series remains on the most popular lists is a reflection of the massive Formula One fan base which spans all generations. We have lots of new ranges for Formula One collectors and kids; I’m confident our new 1:64 range of cars and drivers, plus the eye-catching dispenser we’ve created, will be of great appeal to the trade.

I am also proud of our sensory and impulse ranges for this year. We always have our eyes on the latest trends, and our latest collections will feature TikTok sensations KPop and Italian Brainrot. We constantly research the latest up and coming trends, and are fortunate enough to be able to get these ranges to market quickly, while demand is high.

Ben Cornwell

Sales director, Wigston Global At this year’s London Toy Fair, the product I’m most excited to unveil is our brand-new Bake It to Make It: Foodie Erasers, launching exclusively at Wigston Global.

This innovative kit brings a fresh, creative twist to the growing Kidult trend. Each pack includes a high-quality mould and four vibrant colours of our special oven-bake eraser clay.

Children and Kidults alike simply press the clay into the mould, shape their favourite foodie creation and pop it into the oven. After a quick bake, there’s a fully functional foodie eraser, handmade and ready to use.

The range will launch in a mixed CDU featuring eight designs to collect. It taps into the huge demand for mini foodie collectibles and personalised craft experiences, offering retailers strong impulse appeal and repeat-purchase potential.

Bake It to Make It is fun, vibrant and highly commercial; a true hero line for 2025 that we can’t wait to showcase.

Ashley Holman

Amy Saunders

Managing director, ToyTopic

UK Country manager, Just Play We are excited to be showcasing our extended licensed range of extra-large plush at the show. These are 70cm-100cm super soft plush available at amazing recommended retail prices – from £39.99 to £69.99, they offer great value for customers.

The collection spans all our top licences, with fan favourites such as Paw Patrol, SpongeBob and Sonic the Hedgehog amongst just some of the options available. I’m sure this range is going to be really popular – these super-sized plush are fun and exciting for everyone and will appeal to all ages.

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We will be previewing so many incredible toys and brands at London Toy Fair, with so much innovation coming through, that it’s hard to pick just one line. But if I had to highlight a fun reason to visit the Just Play stand, it would be for a special photo op with Shrek and Donkey.

You can’t not love Shrek, and with the new movie coming in 2027, the excitement is palpable. No matter the season, Shrek fandom is ever-present, and our Shrek plush is a real standout. We’re anticipating that demand to really ramp up over the next year – peaking just in time for the launch of our Master Toy movie line in 2027.

Visit PLAYMOBIL at stand

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For more information speak to your Territory Manager or call the UK office on 01268 548111 ESA name and ESA logotype are registered trademarks of the European Space Agency (ESA).

This product is developed in collaboration with the European Space Agency (ESA) for the purpose of fostering children’s interest in space science. ESA is not involved in the production and distribution of this product.

touchingbase Obi Enyi

Marketing manager, Zimpli Kids This year, we are especially excited to introduce Baff Buddies, our brand-new wellness-inspired bath time range starting with the adorable Mama and Baby Otter duo.

Otters are naturally playful, nurturing and endlessly charming, and this set brings that same gentle magic to kids’ bathtime routine.

The mama otter floats while cuddling her baby, bobbing peacefully on the water as she releases a calming lavender-infused bath bomb which creates a soothing, sensory moment children can connect with. Though the ‘otterly’ adorable Baby Otter is not just along for the ride; it also squirts water.

Each pack comes with three dermatologically tested lavender bath bombs that fizz into a soft purple swirl. The scent is calming, the colours are comforting and the whole experience feels like a tiny ritual that will help children wind down after a busy day.

It is simple, sweet and genuinely joyful.

Our goal was to create something that feels like more than just a bath toy. With children increasingly surrounded by digital stimulation, Baff Buddies encourage slower, more mindful moments, helping little ones relax, reset and enjoy imaginative play.

Mama and Baby Otter will make a splash as the first in a growing family of calming bath time buddies, created to continuously elevate Zimpli’s bathtime offering.

Melissa Hockley

Product development manager, MV Sports At Toy Fair this year, I’m especially excited to unveil our brand-new Dora range.

It’s bright, vibrant and full of character and I think it will really resonate with those who continue to engage with Dora as a much-loved pre-school brand. Bringing Dora into our pre-school wheeled category feels like the perfect fit and this new range has already been a joy to develop.

The hero of the range is our 12" Dora Bike, which perfectly captures the fun, friendly feel of the brand. It’s packed with colourful character graphics and comes with the cutest little Backpack Squishle so children can bring their mini essentials along for the ride. From a build perspective, it has all the features parents look for and we’ve also included removable stabilisers and adjustable handlebar and seat heights so the bike can grow with the child as their confidence builds.

For me, the Dora range is all about encouraging adventure, movement and imagination in a playful way.

Jenny Leung

Founder, Smart Zone Flippers is Smart Zone’s newest and most innovative pre-school vehicle line. The range is a cleverly designed two vehicles in one concept that will both fascinate and provide countless hours of fun for pre-school boys and girls alike - and probably their older siblings as well.

With an effortless twist of a large knob, kids can instantly flip from one kind of vehicle to another, for example, from police car to fire engine and back again. To young eyes and hands, the change from one vehicle to a different kind is truly magic.

With a realistic monster truck design, bright colours, oversized tires and realistic details, we expect Flippers to be one of 2026's hottest toys. Whatever their age, every child loves to play with toys that change and transform right before their eyes and that's exactly what Flippers does; easily doubling both the fun and play value for the child.

Styled as a monster truck, Flippers features rugged oversized tires, authentic details and bright and bold colours. In the 2026 launch year, the highly collectible Flippers line includes a construction truck changing to a crane truck, a police car to a fire truck, a recycling truck to a tow truck and a front loader to a cement mixer.

Smart Zone offers well-made, new and innovative toys at highly attractive trade prices, making Flippers an ideal choice for retail customers, who we look forward to welcoming on our stand.

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Roger Martin

Marketing director, Asmodee I’m excited about the category of games rather than just one game.

Asmodee has ambitious plans to grow the whole games category (family, adult, children’s, strategic card games, etc.); this is backed by research which shows that playing games as a way of spending leisure time is becoming increasingly popular.

Next year, we’re investing significant sums in driving consumer awareness. There are some very exciting activations planned – the Outernet was just the start. We want people in stores, buying games.

Our Toy Fair stand has a dedicated Category Management area to help retailers range the right games for their shoppers and help them find what they are looking for more easily; research shows that up to 70% of decisions are made at the shelf. We are very excited to take retailers, big and small, with us on this journey.

Visit PLAYMOBIL at stand

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72117 Dragon Knights‘ Cannon

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For more information speak to your Territory Manager or call the UK office on 01268 548111

touchingbase Steve Asbey

Carmel Wright

At Cheatwell Games, we’re excited to debut Cat Earth at the London Toy Fair – a brilliantly quirky new game from Gareth Edwards, CEO of Farplace Animal Rescue.

In Cat Earth, giant cats rule a flat world, and their favourite pastime is knocking houses clean off the edge. Working closely with Gareth, we’ve developed his delightfully offbeat concept into a warm, witty and wonderfully characterful board game experience. The cats are enormous; the world is decidedly flat, and keeping your houses on it adds a growing sense of impending catastrophe.

Easy to learn, replayable and full of personality, Cat Earth offers a playful twist on family gaming; the kind of standout concept UK toy buyers are looking for in 2026. We can’t wait to show buyers what happens when giant cats take charge – and the edge of the world is always just a few steps away.

We've got such a strong portfolio for 2026, but I’m really looking forward to introducing our brand-new IP, Bath Pop, as it's completely different to anything we've offered before. The range, available from April, promises to turn everyday bathtime into a moment of coordination, discovery and big belly laughs.

The launch collection includes five delightful products, each designed to bring something different to the tub.

Guaranteeing plenty of giggles, there's the Wind-Up Sprinkly Croc and the Funny Octopus. The Spin and Sprinkle set transforms the side of the bath into a mini water park, with colourful characters, spinning cogs and sprinkling effects. We’re also debuting Magnetic Catch-A-Fishy, a toddler-friendly fishing game with a winding reel and three fish to catch, and the Colouring Book & Bath Sticks for temporary masterpieces on the bath or tiles.

Bath Pop is an offering that's all about joyful, hands-on play and we can’t wait to share it with the trade.

Rob Trounce

Simon Newbery

We’re incredibly excited to be bringing the hit Japanese dexterity game Yubibo to the UK. It’s already taken Japan by storm and we’re expecting it to make a huge impact here as well.

The premise is beautifully simple: every player places one hand in the centre of the table (or any play area).

They flip a card, and it tells them which two players must connect a wooden dowel between their fingertips. Then they flip another, and another, gradually building this collective balancing structure between everyone’s hands. It’s silly, laugh-out-loud funny and completely addictive with that just one more go feeling. There’s something unintentionally brilliant about watching this fragile sculpture of dowels quake and tremble before it inevitably collapses.

When you think you’ve mastered it, you can add sponge balls for an advanced mode that’s even more frustrating and exhilarating. It all comes in a neat, portable package, and with the capacity for up to eight players from just one box, it’s a flexible game that you can play anywhere, with anyone. Come and try it for yourself on our stand at Toy Fair.

The product I’m most excited about this year is Troll in a Hole, one of the new additions to our best-selling range of fun and educational games. The design is eye catching, the gameplay is fun, and it’s packed with educational benefits. I’m confident it will quickly establish itself as one of our top 10 best-sellers.

Games that make children laugh out loud always perform well and this adventure to cook up a stinky stew really delivers on hilarious interactive gameplay. When we tested it with children, they loved the slime cards, the concept of squelching splatberries and the 3D element.

It’s a game that retailers can get excited about too as it’s packed with pre-school essentials that will captivate children and appeal to parents and gift buyers. We think it’s a musthave for retailers looking to refresh their Orchard Toys collections. With year-round appeal, Troll in a Hole presents retailers with a great sales opportunity for 2026.

National account manager, Cheatwell Games

Trade marketing manager, Zatu

Marketing manager, Trends UK

Managing director, Orchard Toys

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Visit L I B O M Y A PL at stand

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For more information speak to your Territory Manager or call the UK office on 01268 548111

www.reydonsports.com sales@reydonsports.com +44 (0) 115 938 6444

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touchingbase Luke de la Mare

Andy Oddie

We are delighted to be exhibiting at the London Toy Fair again, after last exhibiting in 2020. We are back with a specially curated range of products that we are excited to show in the toy space.

Toy Fair will see the launch of CandyLab Roadworks. The awesome CandyLab team has been working on this project for over three years. The Candycar Roadworks system is the first-ever two-lane modular toy track designed for the 1:64 model world and powered purely by gravity.

We are also celebrating Moluk’s Bilibo 25th anniversary with a new range of Bilibo Midis. Bilibo is an award-winning sensory toy that has quietly become a modern classic. And we can’t wait to show the latest launches to our existing customers and new customers alike.

As we head to the London Toy Fair, I’m energised to showcase one of Funko’s most exciting recent launches – our brand-new Funko Pop! KPop Demon Hunters line inspired by the hit Netflix film. We’re driven by stories that spark genuine passion in fans, and this film has done exactly that. Following the global success, bringing these characters to life in Pop! Vinyl and other forms feels like the perfect way to celebrate a cultural moment that continues to build momentum.

What makes this line especially significant is that the 4”Pop! line is one of the first-to-market hardline collectible offerings to hit shelves, giving retailers a unique early opportunity to tap into an already-thriving fandom, soon be a franchise with the announcement of a sequel from Netflix coming in the future, as well as many other content initiatives.

London Toy Fair is always a highlight for us, and I am looking forward to retailers and partners seeing first-hand how our line is shaping up to become one of our standout cross-category opportunities for 2026 and beyond.

Denise Wong

Kirsty Mackenzie

For London Toy Fair 2026, I’m most excited to unveil the Momo-Toko World, which is an emotional, characterdriven universe shaped by the beautifully human traits we all share. Our lead character, Fif-alif, represents the quiet strength behind anxiety and sensitivity while Ahh-Zoomies captures the restless, chaotic energy of today’s fast-moving minds. Shark Bunny, our unapologetic shopaholic, brings a humorous take on modern impulse and instant gratification. Every character in Momo-Toko was designed to feel real, imperfect, emotional and alive.

What truly sets us apart is our belief that collectibles should reflect humanity, not perfection.

Created by former Disney and Mattel design leaders, Momo-Toko delivers premium blind boxes and plush with world-class craftsmanship, elevated finishes and deep and emotional storytelling.

Momo-Toko represents a new wave in character collecting: modern personalities, premium quality and stories that speak to how people actually feel today. We invite retailers to visit our booth and experience a brand built with heart, honesty and ambition.

Toy Fair 2026 presents an incredible opportunity for us to showcase the breadth of products across our key IPs – One Piece, Dragon Ball, Gundam and Tamagotchi.

Gundam has been a major focus throughout 2025 and will continue to grow in 2026. At the event, our stand will feature an impressive 4-metre-tall Gundam statue, creating an unforgettable statement.

We’ll also display a comprehensive range of Gunpla (Gundam Plastic Model) kits, along with hobby tools and accessories.

Following Gunpla’s 45th anniversary in 2025, we’re excited to present the Perfect Grade Unleashed Nu Gundam model – a special edition created for the anniversary that sets a new standard in Gunpla innovation.

This year, we’ve successfully introduced Gunpla-branded retail areas featuring headers, shelf strips and Perspex display cases showcasing completed kits. At Toy Fair, we’ll include examples of these POS solutions on our stand. With these initiatives and more, 2026 is shaping up to be an even bigger year for Gunpla.

Co-founder, Little Concepts

Chief Commercial officer and MD, Funko EMEA

CEO and creative director, Momo-Toko

Head of marketing, Bandai

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touchingbase Stewart Middleton

Glenn Harrison

I am most excited about the launch of Snort Funny & Poppin Panic, both from game developers Lucky Egg and based on the success of the likes of Sorry, What?! and Grab the Mic, which has topped Amazon sales since launch in December 2024 and outsold the previous biggest selling party games during 2025.

Snort Funny is quick to learn, easy to play and the ideal game for ages eight and up. Great for any time players need to turn boredom into belly laughs, it includes five squeaking snouts, 150 challenge cards (so no two games are ever the same) and 60 mud tokens. The game is compact and reusable and I think it’s great fun.

Poppin Panic will get everyone laughing and is ideal for family game nights and parties. It includes a balloon pumper, 100 balloons, category cards and two balloon clips; everything players need to start the fun instantly. Quick setup and simple rules mean anyone can join in within minutes. Players pick a card, start pumping and try to stop the balloon from popping. Simple, but hilarious.

2026 is poised to be a spectacular year for Brave Toys. Following a remarkable 2025, we are maintaining momentum with innovative new designs and play possibilities coming to market throughout the year.

We have a breadth of exciting new SKUs to showcase in London, during Toy Fair, we're showcasing the new Portal range in our beloved Pastel colour assortment. Since launching Portals in 2025, sales have been superb, due to the market-leading magnet strength in our miniature tiles, and the unique designs, shapes and builds made possible only with Connetix. While the market segment continues to fill with tiles, our Portals concept is one of a kind and something that takes children's creativity and imagination to the next level. Portals is among my favourite additions for those who already have tiles at home.

Beyond Connetix, we are strategically developing My Creative Box, an acquisition now fully integrated into our B2B systems. Our drive to significantly scale this brand, offering exceptional, educational craft toys for children to enjoy.

James Luff

Hannah Charters

This London Toy Fair, we’re excited to introduce Minimuze from Kid Kreations, which we think is the ultimate accessory for today’s trend-savvy kids and tweens. Young audiences are growing up faster than ever, embracing collectibles, fashion, beauty and self-expression from an early age. Minimuze taps into this world with mini, beautyinspired plush that is fun to play with, display and show off. Each 8cm plush comes with a 3cm PVC charm, a clip-on bag tag and is packaged in a blind bag styled like a beauty gift bag. A palette collector card and sticker sheet add a rewarding twist to playtime, fuelling collectability and encouraging repeat engagement.

Minimuze stands out because it combines sensory, tactile play with collectible excitement and viral-ready style. Influenced by YouTube Shorts and social trends, the bold designs will appeal to tweens while the blind bag format adds surprise and thrill. Clip-on tags let kids personalise backpacks, and the built-in reward mechanic lets them unlock a real beauty prize by completing their palette collector card.

Minimuze is more than a toy – it’s a multi-sensory, trend-led experience that lets kids feel a little grown-up while collecting, playing and sharing with friends. It’s playful, stylish and utterly irresistible.

The standout launch for us at this year’s Toy Fair is Peekos, our brand-new range of small, functional collectibles designed to bring something fresh, fun and accessible to the show. Created on the back of the momentum and global success of Cable Guys, Peekos were born from a simple challenge: develop something smaller in scale, but just as mighty in personality, utility and display appeal.

The Peekos range is designed to hit wider audiences, giving fans an entry point into the EXG Pro world without losing any of the personality or usability we’re known for. Each character still carries that signature functional-first spirit, but in a compact form that fits perfectly on a desk or on the go, always ready to hold a phone.

Peekos unique element is the packaging experience, offering the thrill of a blind box without the gamble. They give consumers that hit of curiosity and surprise, inviting them to take a peek at who’s waiting inside. Our first drops land in sets of six per IP, making it super easy (and dangerously tempting) for fans to start building their lineup.

Peekos mark the start of an exciting new chapter for EXG Pro, expanding our universe of functional fandom in a bold, bite-sized way.

Business consultant, VR Distribution

Director of Global Sales and Growth, Connetix

Managing director, DKB Toys and Distribution

UK and APAC Sales manager, EXG Pro

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touchingbase Katie Hearne

Heather Welch

The UK Toys and Games gifting industry is expanding rapidly, and gifting is a market sector that Winning Moves is excited to be entering. With the 2026 World Cup promising to be the global sports event of the decade, we saw this as the perfect opportunity to innovate our football games offering with not only a refreshed Top 200 range but also a footballthemed gifting product.

At London Toy Fair, we will be showcasing the brandnew World Football Stars Top Trumps Gift Set. Perfect as a birthday gift or a must have Top Trumps collector’s bundle, the Gift Set contains a World Football Stars Football and Mega Stars Top Trumps pack as well as a size 5 football – the ideal present for fans looking to immerse themselves in the upcoming tournament excitement. With its premium presentation and exclusive content, this promises to be one of the standouts of Winning Moves’ 2026 retail offering.

This year at London Toy Fair, we are incredibly excited to unveil our brand-new Busy Play range – a vibrant, retail-ready collection designed to help children play, learn and create anywhere, anytime. Busy Play blends early years development with joyful hands-on activities, providing families and educators with beautifully crafted, screen-free learning experiences that build confidence, creativity and essential early maths and motor skills.

Alongside Busy Play, we are also previewing Moodiboos, our new plush range supporting emotional regulation and social-emotional learning. Each Moodiboo character - Cat, Dog and a surprise one -features tactile fabrics, weighted bodies for comfort, crinkle and squeak sensory elements. Moodiboos have been developed to help young children recognise, name and manage their feelings through cuddly, comforting play supported by a suite of educational resources for parents and educators.

And although we can’t share details yet, we’re also preparing to launch a new licence, which will further extend the reach and creativity of our learning-throughplay ranges.

Philip O’nion

James Connolly

Marketing manager UK and USA, Winning Moves

National Account manager Motordayz RC UK and Europe, FKA Brands The product we’re most excited to unveil at the London Toy Fair 2026 is our 1:8 Scale Radio Control Baja Brute Buggy. Equipped with ultra power and speed under the hood and featuring a cool, ice blue exterior, this is an RC car that looks as good as it drives. This nimble buggy can tackle all types of terrain with its enhanced handling and easy-to-use pistol grip remote for precision control.

Bright LED headlights light up after-dark adventures, ready for racing action day and night.

With 2.4GHz wireless radio technology, racers can race up to six vehicles at once with a 100-foot range – it’s pretty impressive.

We can’t wait to showcase this action-packed off-roader and highlight the impressive speed and control that make the Baja Buggy one of the favourites in our range, although every product in the MotorDayz range blends nostalgic remotecontrol fun with modern technology for cars that handle like real racers. I’m looking forward to seeing visitors demo the Baja Buggy and more at the MotorDayz stand.

General manager UK, Edx Education

Director, Mojo Fun

Without a doubt, what I’m most looking forward to showing at Toy Fair is The Enthusiasts Collection, a premium boxed series created specifically for hobbyists, nature lovers and dedicated collectors. This new collection represents a major evolution for Mojo Fun: higher grade sculpts, detailed paint application and standout packaging.

Each model comes with a unique QR code, offering information on feeding habits, geographical location and general information on each species, along with quirky facts. We’re kicking things off with two distinct ranges in Series One: Garden Birds and Koi Carp. Garden Birds celebrates the familiar species that brighten our parks, gardens and woodlands, while the Koi Carp series explores one of the world’s most iconic ornamental fish, featuring classic Japanese patterns. The sculpts are really impressive and showcase the beauty of these highly prized fish.

Both ranges launch officially at London Toy Fair 2026, where visitors will be the first to see the full Enthusiast series in all its glory. Then there’s Garden Birds Series Two to look forward to later in the year.

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touchingbase Phil Cassidy

Andrew Hobbs

This year, we’re most excited to unveil our newest licensed range, where we’ve partnered with The Magnum Ice Cream Company – better known to many as Wall’s ice cream in the UK. This collaboration marks another significant milestone for Casdon, as we proudly celebrate our 80th anniversary. Following the standout success of last year’s Build-a-Bear Workshop launch (which went on to win a Hero Toy Award at London Toy Fair 2025), we knew expectations for 2026 were high – and in true Casdon style, we’re delivering.

Last year, we proudly held six of the top 10 bestselling toys within the UK Infant and Pre-School category; this year, we’ve pushed that even further to seven of the top 10. This continued growth reflects the strength of our brands, the appeal of our play patterns and eight decades of commitment to quality and innovation.

We’re now bringing something truly unique to the market with the first-ever range of licensed ice-cream toys, featuring some of the world’s most iconic frozen favourites — including Calippo, Magnum, Cornetto, Twister and Solero – alongside classic ice-cream play inspired by The Magnum Ice Cream Company’s famous Wall’s scoop tubs, across six imaginative SKUs. True to Casdon’s DNA, the range is packed with functions, features and that all-important ‘fidget factor’, designed to keep little hands busy and imaginations inspired.

For 2026, we’re also expanding our hugely successful Build-a-Bear Workshop collection with two brand-new characters – an adorable bunny and a playful dog – plus new clothing packs and accessories, adding even more collectability, creativity and storytelling potential to this best-selling line.

With a new major brand launch and a landmark anniversary to celebrate, 2026 is shaping up to be one of our most exciting years yet, and we can’t wait to unveil it all at Toy Fair.

We’re incredibly excited to unveil our brand-new Peaky Blinders Murder Mystery Case File at the London Toy Fair; with new and exciting content on the horizon, it is a great time to be part of the Peaky Blinders brand.

The case puts players into the criminal underworld of 1920s Birmingham, placing the Shelby family at the centre of a brandnew mystery crafted exclusively for the game.

Players will sift through leaked police reports, coded notes, photographs, maps and confidential letters from Tommy Shelby. Every detail has been designed to capture the atmosphere of the show, giving fans the feeling of stepping directly into the world of the Peaky Blinders, with a fresh layer of interactivity and dramatic tension that fans of the series will immediately recognise.

This is one of our most ambitious releases to date, and we can’t wait to share a first look with retailers and fans at Toy Fair.

Managing director, Casdon

Director, LA Brands

Ravi Mashru

CEO, Xplore Distribution With it being a World Cup year, football is firmly front and centre for us so the ranges we’re most excited to unveil at London Toy Fair are our expanding football collections across Banbo Toys and My Jersey/Fan Collex.

Despite only launching in July 2025, we have already seen phenomenal success across our football range, giving us huge confidence as we head into an even more important year for the category. This momentum has allowed us to build a comprehensive portfolio of licensed football merchandise, delivering innovative, highly detailed products that appeal to fans both nationally and internationally across a wide array of clubs and players.

Banbo continues to engage younger fans with fun, accessible football products while My Jersey and Fan Collex elevate the offer with a more premium, collectible feel. Looking ahead, My Jersey’s 2026 launch brings something genuinely different to the market, integrating an exciting AR element that adds real value, innovation and interactivity to the range, helping fans connect with their heroes in a new way.

All ranges have been developed with retailers firmly in mind, offering strong visual impact and flexibility across shelf, CDU and FSDU formats and creating compelling in-store theatre for our retail partners during this critical football year.

Iain Morgan

CEO, Bladez Toyz I genuinely can’t wait for Toy Fair season this year.

We’re heading into it with some of the most exciting partnerships and product launches we’ve ever had – including brand-new ranges with Hasbro and Universal, plus major extensions with Mattel, Warner Bros. and Minecraft.

The big moment will be the official launch of the very first toy line for CBeebies hit show Mojo Swoptops.

Bladez is first to market with a full range that really brings the show to life – Mojo Motorised Track play sets, RC vehicles, plush, pushalong vehicles and a wide Arts & Crafts collection. It’s a fun, high-energy brand with real play value, and the response so far has been incredible.

Mojo Swoptops is consistently tracking in the top three CBeebies shows, and with a second series already confirmed for late 2026, the momentum is only going one way. We spotted the potential over a year ago, backed it early, and now we’re ready to go full throttle. Toy Fair can’t come soon enough.

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touchingbase Marie Dubeau-Labbé

Francesca Murphy

One of the things that struck me when I joined Battat is the sheer breadth of our portfolio: 13 brands and thousands of items across countless play patterns and age ranges. I quickly learned that to remain ever relevant with so many SKUs, Battat’s biggest strength is a fearless approach to product development.

This year at Toy Fair, we’re especially excited to unveil our latest ventures in the fastgrowing Kidult and collectibles categories, which include Arkitec, 3D wooden builds for Kidults, major developments in collectibles for our beloved Our Generation brand, which work as a standalone collectible line or fit seamlessly into the Our Generation world; seasonal limited-edition dolls for occasions like Easter, Halloween and Christmas, after the strong response to our Day of the Dead doll, and Asian sensations, Mr. Pa and Laura Girl.

As a company, we stay nimble, embrace change and constantly innovate while remaining true to Battat’s essence: high-quality toys that are affordable for all.

It’s hard to choose just one product to spotlight at Toy Fair because we have so many exciting brands and products that we work with. Each range brings something different and there’s a lot we’re incredibly proud of. That said, I’m particularly excited about our Hello Kitty and Friends range. This collection captures everything people love about Hello Kitty, while introducing fresh ideas, new styles and playful themes. We’ve created a truly diverse lineup with a wide variety of products.

We’ve worked with Hello Kitty in the past so it’s lovely to bring her back, this time with some friends in tow. As part of the range, we have a strong selection of Kuromi products, which adds a fun, slightly edgier twist and broadens the target audience of the collection.

We have 15 lines launching in 2026, each developed to highlight the charm, personality and creative possibilities of Hello Kitty and Friends. We’ve already seen a great deal of early excitement and I’m really looking forward to sharing the full collection at Toy Fair and seeing how it continues to resonate with fans and retailers alike.

Andy Morris

Heather Watherston

Thames & Kosmos will be heading to this year’s London Toy Fair with two major additions to its bestselling Exit franchise. The headline launch, Exit: The Circus Mystery, expands the core range with a fresh, story-driven escape room experience designed to attract both new and returning players. Featuring an inventive mix of riddles, puzzles and narrative clues, the title continues the series’ proven formula that delivers strong consumer engagement, high repeat purchase and standout shelf presence at an accessible price point.

Also debuting at the show is Exit Kids: The Great Bee-Scape, the newest entry in the growing Exit Kids range. Developed specifically for younger audiences, it features simplified, wordbased puzzles and provides an ideal introduction to the Exit brand for families.

With clear age progression across the portfolio, the Kids range continues to support retailers looking to widen their escape-game offering.

These new Exit titles are the first of many planned for 2026, as Thames & Kosmos gears up to mark the 10th anniversary of the Exit series in 2027. Toy Fair has become an important launch platform for the Exit brand, and we’re excited to build on that momentum this year.

We are all really excited to be launching our new Go Genius Junior range of board games that will send pre-school children on the educational trip of a lifetime.

The first title, Go Genius Junior Alphabet, has great ways for children to recognise and learn their letters. Children answer multiple choice questions about letters and collect Did You Know? cards en route that teach them the letters of the alphabet and help them to answer the questions.

The second title is Go Genius Junior Numbers. Playing it is a great way for children to learn the numbers one to 20 and gain confidence in number skills.

First and foremost, these games are entertaining and fun. They educate by stealth, helping kids to learn not just their letters and numbers but also essential life skills like observation, concentration and communication. As well as being entertaining and educational, these games are also sustainably made with 100% recyclable materials.

Head of International Sales, Maison Battat

Sales manager, Paper Projects

National Account manager, Thames & Kosmos

Founder and Creative director, Whiz Kid Games

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Celebrating 30 years of Pokémon

Figures

Playsets

Plush

Roleplay

©2026 Pokémon / Nintendo / Creatures / GAME FREAK.

Electronics

touchingbase Andy Kay

Sarah Clark

Since being acquired by John GmbH last summer, John Leisure has gone from strength to strength – not only increasing sales but also strengthening our retail partnerships, with much more growth still to come. The acquisition has enabled us to offer a far wider range of products.

We have long been known for our range of Playballs, available in both licensed and non-licensed formats, as well as our footballs.

However, we have just completed an incredibly strong springsummer 2026 preview season, and we have planned significant growth with both existing and new accounts. This includes the expansion of our branded bays and in-store stand programme, which will roll out across key retail partners.

The range I’m most excited to unveil at Toy Fair is our brand-new Bluey-inspired outdoor toys, created in partnership with the BBC. This line expands our world of balls into imaginative, play-driven outdoor experiences and represents an exciting new chapter for John Leisure. We can’t wait to show the full range to attendees and invite everyone to visit our stand to see how children engage with it.

I am especially excited to unveil Potion Pets, our new collectible sensory play range launching in 2026. It encapsulates the KidAntics focus on immersive play experiences that spark imagination and curiosity.

Potion Pets transports children into the 10 Realms of Eloria, a world where elemental forces shape magical creatures. Each toy begins with a mystery orb, which children dissolve to reveal their creature from a realm connected to fire, water, earth, shadow and more. It creates an immersive ‘collect and reveal’ experience that blends story, sensory play and the excitement of discovering whether they’ve found a Common, Rare or Ultra-Rare character, including fan favourites like BlazeTail, FrostNibble and the elusive Glimmer-Chomp.

What sets Potion Pets apart is the combination of tactile play with strong storytelling. There’s a satisfying sensory moment kids love, a rich narrative they can return to and a digital component that lets them scan to explore Eloria and meet their creatures online. For us, Potion Pets isn’t just a collectible, it’s a world to discover.

Lucy Preston

Mike Lynch

The whole team here at Brainstorm is looking forward to seeing reactions to the brand-new Build a Body, which will join our popular Brainstorm Toys range.

This product perfectly embodies everything we consider when developing a Brainstorm Toys product; our ethos is that each toy should help a child explore, discover, learn and, most importantly, enjoy. Build a Body is a fun, hands-on educational kit that transforms science into playtime, and unlike many anatomy science toys available, we have worked hard to create a product that will be available at a competitive price point, making educational toys accessible to everyone.

The comprehensive kit lets kids discover the amazing human body, piece by piece. It features removable parts representing bones and colourful organs, so children can learn how each part of the body works individually and as a whole.

Once assembled, children can display the finished model on the clear stand.

It comes with easy-to-follow instructions and an online tutorial. Like a lot of our Brainstorm Toys products, there’s also a secret code to unlock fun online human body facts.

This year, I am especially excited to show the newest additions to our Kidi range, which continues to grow in both creativity and popularity. We have built on the success of products such as Kidi DJ Drums, Kidi DJ Mix and Karaoke Light Party and are pleased to be adding a new member to the band in 2026. Our latest item gives children a new way to explore sound, rhythm and performance, and it really lets budding rockstars turn the fun up to 11.

We are also introducing a brand-new camera to our ever-popular Kidizoom lineup.

Children already love capturing and making their own content, and this new model adds even more ways to explore their imagination and develop their own style.

Our aim is to encourage children to play, create and discover. These new launches reflect that commitment, and we look forward to sharing them at London Toy Fair along with the rest of our new, extensive range for 2026.

Chief Operating officer, John Leisure

Managing director, KidAntics

Product manager, Brainstorm

Senior Brand manager, VTech

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Talking Shop

Till power

Toy World’s Caroline, Gabriela and Chloe caught up with a raft of indie retailers to find out what was making the tills ring at Christmas, and what they are looking forward to at Toy Fair this month.

Oliver Rowlett Everything Toys, Cornwall Christmas trading this year has shown a healthy increase compared to last year, although customer spending habits have continued to evolve. We’ve noticed that larger, more comprehensive Christmas shops are now predominantly being carried out by older customers purchasing for grandchildren. In previous years, these larger purchases were more commonly made by younger parents shopping for their own children. We believe this reflects a growing trend of parents choosing to do much of their Christmas shopping online or with larger national retailers.

The window for traditional toy purchasing continues to narrow each year as children’s interests change more quickly, however traditional toys still hold an important place at Christmas. We saw improved sales overall last year, helped significantly by the introduction of an on-site Santa’s Grotto. The Grotto attracts the ideal customer base for independent toy retail, driving strong demand for pocketmoney lines, current trends and classic Christmas favourites such as train sets.

In addition, as a supplier of toys to Santa’s Grottos, we saw a notable increase in family visits this season. While the toys chosen vary year on year, 2025 has very much been the year of plush, with festive soft toys proving especially popular across all age groups.

Kasey Cheetham Osborne’s Sports & Toys, Rushden Last year was a surprisingly good year for us, especially as we had a B&M and The Entertainer open about a five-minute drive down the road. We were really worried about how this was going to impact our Christmas trading but I feel like we’ve had a pretty good Christmas compared to previous years, so if anything, it’s been a boost. We still have all our regulars supporting us and there’s not a lot of crossover in stock; in fact, I think more customers find us as they have made a trip to the area – so we’ve gained that business.

We’ve been pleasantly surprised by how well Sylvanian Families from Epoch has sold. As it was the anniversary of the brand, it’s been really popular. A lot of collectors used the loyalty card scheme, especially over Christmas. Once you spend enough to fill the card, you get a freebie, so people got big bundles of stuff. We’ve sold Sylvanian Families since it started 40 years ago, and it’s great to see its resurgence. Most customers are in the 5-11-year-old demographic, then it jumps to 15-25-year-olds that like the baby blind bags or the dressed-up babies in the little costumes. What starts off as buying the individual babies turns into buying more and creating a full collection - we have a lot of adult women whose partners come in and treat them to the baby collector sets.

We will be attending London Toy Fair and I’m very excited to go as I’ve only ever been to the smaller, regional Toymaster shows, not even the big May show in Harrogate. We don’t get as many reps coming to see us, so it’ will be nice to meet them in-person. We want to fill the gaps that we may not even know we’re missing. Even with companies like Epoch, whose reps we do deal with regularly, we’re looking forward to seeing everything physically, so we know what we’re ordering for the new year.

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Talking Shop Dermot Salmon Salmon’s Department Store, Co. Galway, Ireland We were flat out busy in the run up to Christmas; trading was very brisk and really picked up since the start of December.

My top sellers are Pokémon Mega Evolution Phantasmal Flames boosters and the Mega Charizard Ultra-Premium collection box. Pokémon trading cards have been selling very well, and after that, it’s Lego Formula 1 collectibles and Spider-Man minifigures. Lego advent calendars were among our top sellers in November and December, especially Minecraft and City. Other best sellers would be The Traitors Card Game and Character’s Sticki Rolls Sticker Bracelets.

Weve been planning our trip to the London Toy Fair in January. It's a great event and, in my opinion, is a toy show that’s a must-visit. We will be on the lookout for new lines, also what toys and themes will be trending and, of course, we want to see all the new launches coming next year. We’ll see as many stands as possible to cover the above, and will also be calling on our regular top-selling suppliers, such as Lego, Asmodee, Spin Master and many others.

Dan Lovett The Toy Box, Beccles, Suffolk Christmas trading went well, with the usual suspects, Lego, Pokémon and Sylvanian Families continuing to be strong sellers. A lot of the pick-me-up toys sold well too. The new Aqua Pets and Kimmon plush dolls from Character, and Baby Three blind boxes from KTL, have all been hugely popular. I can’t complain about trading this year at all.

I’m looking forward to attending the London Toy Fair and it will be my 20th time at the show. I’ll be looking out for interesting, new product that will give us a point of difference – things people can’t find on a supermarket shelf or in a big national retailer.

As always, I’ll see the usual suspects such as Lego, but I don’t have any new companies or categories specifically in mind. I’m just planning to wander around and see what tickles my fancy and hopefully come home with some new ideas.

Dave Middleton

Glenn Macmillan

Freak Treats, Midco Toymaster, Midco Toy Planet, Burton-Upon-Trent

Motherfudgecrackers, Hereford, Herefordshire

Christmas trading has been a mixed bag. After a pretty decent year, December started strong, coming hot out of the Black Friday weekend. Things seemed to calm down in early December, but I’m noticing more and more that everything is driven by paydays. Another problem with being an independent at this time of year is all the promotions and pricing activity going on in the nationals.

The amount of knockoff and counterfeit items in the market, especially on social media platforms like Facebook Marketplace and TikTok, is getting out of hand. As an independent, we are stuck in the middle ground, trying to compete with the big box stores, but on the other side, the people selling this knockoff product. Counterfeit Labubu was a big problem over the summer, and currently, it’s KPop Demon Hunters. With no official product launching until next year, parents are grabbing what they can from where they can, so people selling knockoff product through inappropriate channels are benefiting.

Pokémon has been on fire all year, Lego is the backbone of most businesses, and the Asian blind box craze has seen big success throughout 2025. With a lot of social activity on brands like Baby Three, that should ramp up sales.

I will be attending London Toy Fair, along with Nuremberg and New York. I have a brand I’m working on called Werebears that was a massive success in the 1980s – 240,000pcs sold in the UK alone – and this will be on display at all the shows. I’m always on the lookout for new and exciting lines across any and all categories. I would really recommend everyone to stop by the Kandy Toys stand in London, as its new distribution deal with Wow! Stuff means it could possibly have the Toy of the Year for 2026.

Trading was pretty good in December, and we saw a wide range of customers. We try and cater towards the older generation as well as the younger one and have people in their 60s coming in and buying Lego. We stock a lot of retro gaming and Lego, and when people come in, they are taken back to their childhood.

I won’t be attending London Toy Fair this year but it’s a great place to meet new suppliers, and I plan to attend in the future. I do like to cater to a wide variety of customers, so I stock a mixture of product; everything from on-trend anime lines to cheaper items. I like to keep prices down so people can walk into the shop and buy what they want.

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STAND N14 For more information please contact: clemuk@clementoni.com

Another great idea from www.clementoni.com

Talking Shop Krishna Yadlapalli Booghe Toys, Birmingham Christmas trading was good, although by mid-December, I felt it could have been stronger. We noticed that purchasing was slightly later than usual, which we feel is partly due to Christmas Day falling on a Thursday. This seemed to encourage more lastminute buying, with customers holding off until closer to the big day. That said, footfall remained steady and momentum built as we moved through the final weeks.

In terms of standout products, a number of ranges have performed particularly well. Speks, distributed by Baby Republic, has sold extremely well in-store and continues to be a strong gifting and impulse line. From Moose Toys, Gui Gui has also been very popular, appealing strongly to families.

Licensed and collectible products have been a major highlight this Christmas. The Noble Collection ranges, across Wicked, Harry Potter and Minecraft, have all sold strongly. Pokémon trading cards continue to be a major hit, driving repeat visits and sustained demand, alongside Topps Premier League products, which have also performed very well.

On the games side, Asmodee titles and Goliath Games have delivered solid, consistent sales, particularly in family friendly games. Basic Fun! has had a strong Christmas, with Care Bears and K’Nex both proving popular choices. Most plush and character led ranges have performed strongly, with Aardman lines standing out. From Hasbro and Character Options, Peppa Pig plush and role play have been reliable sellers, and Bandai has seen decent momentum with Gunpla for collectors and Littlest Pet Shop attracting renewed interest.

Trend-led lines have been in demand, particularly Nanotape and Decoden Magic! from Curious Universe, which resonated strongly with older children and teens. Trends UK’s Alphablocks has been a hit, supported by its educational appeal. In outdoor items, MV Sports scooters, especially Stitch-themed lines, proving popular for larger gift purchases.

We will be attending London Toy Fair for all three days with our full buying team. We are looking forward to discovering new ranges, meeting with existing suppliers and focusing on key categories such as collectibles, pocket money toys, licensed products and emerging trends for the year ahead.

Steven Cuddy Toymaster at R A Cuddy, Magherafelt, Co Londonderry The Christmas trading period was pretty good. Some of our standout products include FurReal from Just Play, especially Maggie the Cow, and Disney Stitch, which has been phenomenal. There’s also Lego and the PrecisionPlay Skills Trainer Ramp Rebounder from Reydon Sports – this has been a top seller for us.

At Christmas, our window display and social media are both put to good use to bring people into the store. Promotions for Black Friday get the ball rolling, and we expect customers that shop with us then to return before Christmas.

I will be going to London Toy Fair across all three days, looking for newness and something exciting. I do my best to take a look at as much as possible across the show, as we carry such a diverse range in-store, and try to cover all exhibitors. Even companies I already deal with often have something new that looks exciting, and I love it when that happens.

At Cuddy’s, we have an extensive range and a great variety of product, with price points from £3 up to £550 (for 24V battery-powered bikes and electric scooters). Our Christmas Club, where customers can leave big products with us and we’ll handle and deliver it, is just one example of how we can offer a more personalised service than bigger retailers. We have more time and more staff to help customers, especially if they don’t know what they’re looking for and want a few ideas. We can add to their shopping experience, so everybody wins.

Ian Bailey

Daniel Eddison

Baileys Toymaster, Gorey, Co. Wexford

Charlie’s Toys (with Mermaid Gift Shop), Saundersfoot

December trade was strong but, as always, margin is the biggest issue on some of the more mainstream ranges. Lego has been the standout supplier all year and this has continued in the run up to Christmas, and Pokémon has sold strongly as well. Farm toys are always popular here and Bruder is the biggest brand in this area, so we try and carry its full range. On top of this, we have expanded our hobby section this year, which is selling very well.

We will be visiting London Toy Fair in January, and we’ll be looking at new suppliers particularly in the hobby area. Models and kits have been very successful throughout 2025, and we are looking to expand these ranges to entice more hobbyists and build up relationships with enthusiasts. We have also added some new suppliers in the craft area this year, which has proven a successful move. Our main focus for 2026 is to try and become a little less dependent on mainstream toy suppliers.

We had a good Christmas trading period, all things considered. We’ve seen sales across some fantastic ranges, including Pokémon. Lego remained very strong for us in 2025, with sets such as the Lego Botanicals Happy Plants performing superbly due to its accessible price point (below £20) – we can barely keep this range in stock due to its popularity.

Blind box collectibles have also been in demand, such as Character Option’s Kimmon range and KTL’s Baby Three collection, and Tonies has been a strong performer. We’ve sold a lot of Big Potato’s P for Pizza and P for Pizza: Kids Menu games, alongside Herd Mentality, and smaller, stocking filler items have been popular, such as Hot Wheels, although this range is a top seller year-round. Moose Toys’ Bluey and Little Live Pets have sold well too, and I’m looking forward to seeing the new ranges for the year ahead London Toy Fair 2026 will be my third show since starting the toy shop. I’ve been learning what sells well versus what doesn’t; we have our bread-and-butter products, such as Lego and Pokémon, but attending Toy Fair will allow us to seek out other gems to add to our portfolio.

Pokémon’s 30th anniversary this year should mean more good sales - if we can get enough stock. I’m looking forward to Lego’s new collaboration with Pokémon, and I’m excited to be visiting the Lego stand at Toy Fair. I’m also keen to visit Asmodee and will go along to Keel Toys to see what’s new as its ranges offer us great margins.

Blind bag collectibles is one of the strongest trends of the moment, so I’m interested in any new ones from different suppliers. With KPop Demon Hunters having become such a popular show, I’ll also be keeping an eye out for any new licensed product launches that we could incorporate into our offering, if the hype continues.

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Talking Shop Karen Westmorland Treasures Toys, Wetherby

Ciaran Burns C & H Burns Limited, Northern Ireland Trade was booming over the festive season. I can report that by midDecember, sales at our Cookstown store were 22% up while sales in our Lurgan store were 17% up. We had a tremendous season that’s been very promotion-led. We spent most of the year getting ready for the back end of the year and acquired several hundred promotional items from our suppliers in order to bring our customers great value. It took a lot of work throughout the year, but we led with a promotional campaign of value which contained predominately half price product. The customers loved it and bought into it so well that we skipped Black Friday.

In our store, we range a lot of stock and don’t just cherry pick the top three or four items. We believe this has been a great success; some customers focus on the top products, but others want to see the whole range and pick and choose for themselves. The fact we own and operate independently is what allows us to do this, and this is important to us. Invariably, these ranges build margin far more than if we only stocked key drivers.

My wife and I will be attending Toy Fair this year as we usually do. We couldn’t get there last year due to personal reasons, but we are looking forward to returning this year and finding what we think is going to drive trade for 2026. We’ll be visiting all the regulars as well as all the middle of the road companies who we trade well with and support. There are too many brands to list but some you might recognise are Character, Brainstorm, Clementoni, MGA, John Adams and One For Fun.

Jane Hastings

Christmas trading has been very successful; we had a strong October and November.

Quite a few customers started their Christmas shopping back in November, but there was a huge uplift as we entered the final 10 days of trading.

We’ve had a few standout product ranges and trends during the Christmas season, such as Brainrot, Moose Toys’ Gui Gui, 3D Studio Gifts’ 3D Jigglets, Zimpli Kids’ Baff Potions, Big Potato’s Mini Herd Mentality and John Adams’ Flip’Ems. Buddy & Barney has also been really popular in pre-school sales, and Thames & Kosmos for electronic science ranges.

One thing I’m looking forward to at London Toy Fair is seeing what KPop Demon Hunter lines are coming for 2026. It's a real shame there wasn't anything for this Christmas. I'll also be on the lookout for any more 3D printed craze items to keep those sales going. Keeping the shop fresh with regular newness in fidget, craze and pocket money lines is keeping our customers coming back for more.

In the final quarter, some suppliers I don't use all year round have sold fantastically, so I'm interested to see what Vivid Goliath, Canal Toys, Just Play, John Adams and Curious Universe have for next year. Of course, I’ll be on the lookout for smaller suppliers too, that might have something new that would suit the shop.

Rob West Firestorm Games, Cardiff Christmas trading has been really strong, and we’re really pleased with how the season shaped up. We’ve seen an increase of footfall in stores and a noticeable uplift in online orders compared to last year, particularly in December.

In terms of standout ranges, tabletop wargaming has once again been a major driver for us, especially starter sets and big bundle sets.

Pokémon has performed exceptionally well, with strong demand across both sealed product and accessories. Board games has had a very good year too, with family-friendly titles and party games being particularly popular as gifts.

One of the biggest surprises has been how well entry-level hobby products and starter sets have performed. We’ve seen a lot of new customers coming into the hobby space, which is really encouraging. Overall, the Christmas period has been positive, and we’re pleased that both regular hobbyists and gift buyers have been really engaged this year.

We are looking forward to attending London Toy Fair again this year. We generally go with an open mind in terms of new product ranges, but we’ll particularly be on the lookout for toys/games that will appeal to our specific customer base, so collectibles, miniatures, board games and the like will be what attracts our interest.

Toys Toys Toys, Liverpool Christmas trading has surpassed our expectations, and we’ve doubled 2024’s figures, which is incredible. Some shifts have had me working from 05:30am until 10:00pm, as there’s been so much to get on with. Our TikTok has been helping drive footfall to our store, and we have had customers from all over the country, including Ireland.

Product lines that have sold extremely well include Just Play’s FurReal Maggie the Feed & Follow Cow and the Ultimate Stitch Live Action Plush. Moose Toys’ Gui Gui and Cuddle & Care Baby Bluey, plus Hasbro’s Peppa Pig Oinks and Snuggles Evie have also been very successful, along with Character Options’ Aqua Pets, which only arrived recently and have already seen phenomenal performance. Strikesphere Soccer Dash from Golden Bear has also kicked off really well (if you’ll pardon the pun), and Basic Fun!’s Wicked Care Bears range has also enjoyed good sales, along with DKB Toys’ BedHedz and Paladone’s Minecraft 3D Sticker Maker.

VTech has been an exceptionally successful brand for us in 2025; I’ve tripled what I usually do with the company. It has always been a strong range, but this year, the whole offering is performing very well, particularly the Bluey licensed products such as the Bluey Chattermax, which has been brilliant, along with the Peppa Pig licensed product.

London Toy Fair is my favourite time of year, and I will definitely be attending to see all the new product coming out, and I’m particularly excited to see KPop Demon Hunters-licensed ranges from the likes of Mattel, which are set to be huge this year. I’ve also been nominated for Toy Retailer of the Year, which is very exciting; receiving that award would be a fantastic end to 2025.

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Talking Shop

indie viewpoint

Julie Logan The Olive Branch Toy Shop, Castle Donington The run-up to Christmas was unpredictable to say the least. We had a fantastic few weeks leading up to our Christmas Light Switch-on, followed by a quieter period with good days and bad days. We then had to keep everything crossed that the last few weeks would see a last-minute upturn in sales.

Stand-out products have been sensory products, particularly the Crazy Aaron range. We have also been really pleased with sales of puzzle products from Smart Games, coupled with old favourites like Orchard Games and Galt activity kits.

At this year’s London Toy Fair, we will be looking out for new products which give our customers good value for money; we like to keep to a price point below £20. We have been very pleased with the changes we made last year for products which appeal to older children (age 6-12 years) and will be looking to expand this offering even further. We will go to Toy Fair with an open mind and enjoy seeing both our existing and potential new suppliers, and ideally, some new product to refresh our offering.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Putting a great big smile on somebody’s face…

A

s we write this column with a mince pie in hand, there are a mere 10 days left of trading before the big day. As we always say at this time of year, time has flown by, and we are already looking forward to 2026.

Mandy Harrop Gosling’s Toymaster, Marple Christmas trading has been pretty good. Our biggest stand out product this year is of course Pokémon, which has been popular with all ages. Board games have also been really popular, with Orchard Toys selling well for us. I think this is because of families wanting to come together during the festive season. We’re hearing many people say that they want something that the whole family can play.

During the holiday period, we have the Toymaster window display up, which has a gorgeous Christmas tree and a Merry Christmas banner. The tree has a bunch of popular characters on it, like Bluey, that all the kids love to see. We’ve also done our own bits of festive promotions.

We’re a very family-friendly store that stocks a wide range of product; a lot of people who come in comment that we’re an ‘Aladdin’s cave’. We are starting to introduce more Kidult lines – a new area for us, but we’re learning as we go.

We want to make sure we cater to everyone who comes into the store, whatever their age.

Overall, November was a good month for us, with new Pokémon launches really helping to drive footfall. We were very pleased with Black Friday, which was very strong too, with excellent traffic across all of our stores. We ran offers for Black Friday, but not across the whole store as some customers seemed to expect. The Budget was announced two days before Black Friday, and it felt like people waited for that and then came out to spend.

The Toy Barnhaus PR department has been very busy this past month with appearances on BBC local radio, while some eagle-eyed viewers may even have spotted Mark on ITV News discussing the economy.

We were also very impressed to see Paul Reader from Toymaster on BBC breakfast with Naga Munchetty.

We’re expecting them to be mobbed for autographs at the next Toymaster show!

Business in the first half of December was very good, trading just ahead of last year. Once the kids break up from school, the last few days are always manic and generate over 6% of our total store sales for the year.

There was a wide range of bestsellers to get after, which has really helped, although they have generally been at lower price points. Pocket money lines have come into their own, and Gui Gui Slime from Moose has been great too. Jigglets from 3D Studio Gifts has been fantastic all year round and they make great stocking fillers. Unsurprisingly, Lego has been very strong, with the Lego Gameboy extremely popular, along with the Lego F1 Speed Champions cars. The Traitors Game from Vivid Goliath has sold well off the back of Celebrity Traitors and has been one of our most popular games, along with The 1% Club Game from John Adams. The release of the final series of Stranger Things really boosted sales of toys related to it, and Five Nights at Freddy’s has been popular too.

Overall, 2025 has been a lot better than we expected going into it. After a tough end to 2024 with the budget cost increases, we knew we were going to have to work harder than ever to move the business forward. However, trade-wise, 2025 has been a good year. It really has been the year of Pokémon; demand has gone through the roof over the last 15 months, to the extent where it was impossible to keep in stock.

Of course, this is a better class of problem to have; we have sold more sets than ever by a long way, and the brand has given a big boost to footfall across our stores. With 2026 being the 30th Anniversary, there is no sign of it slowing down either, which is exciting. The number of Kidult customers in our stores continues to grow too, and we will be looking at expanding this category further in 2026.

For our year end review, we do like to give out an award for the Supplier Lunch of the Year 2025.

Drumroll please…

We have decided to call it a draw between Mattel and Lego, who both put on exceptional spreads. We’d also like to present a Highly Commended award to RMS for its afternoon cakes, although we couldn’t move after them.

We would also like to thank Toymaster and all our suppliers for their support throughout 2025 and look forward to more in 2026. Happy New Year!

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SMIL

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for enquiries, please contact:

pritesh@xplore-brands.com ravi@xplore-brands.com

www.xplore-brands.com

2026 Brainstorm

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

Stand E79 Brainstorm will launch a new range of Brainstorm Toys for 2026, with STEM products that help children learn about the world around them.

The Wow Art brand has a collection of crafts to captivate creativity. Fans of Water Art will love Puffy Art, which lets children create 3D drawings on sponge-based canvases. Using coloured markers and a touch of water, the artwork transforms from textured to puffed-up magic. The Puffy Art Adorables small pack includes two dual-ended marker pens (four colours), four pre-drawn canvases and a water applicator. The Puffy Art Foodies large pack features five dual-ended marker pens with ten colours and six pre-cut canvases. This set also comes with six key chains, six perforated blank canvases and two water applicators to design culinary creations. The everpopular Water Art range continues with a new Sea Life-themed set to make magical artwork that floats on water.

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

The Brainstorm Toys Outdoor Adventure Walkie Talkies have a range of up to one kilometre.

Lightweight and brightly coloured, they’re easy to hold and come with a carry clip and built-in torch for every expedition. The Outdoor Adventure Mega Explorer Kit includes nine essential tools for field trips and nature studies: net, brush, tweezers, two storage pots, trowel, microscope, binoculars and a storage bag. Dinosaur fans can dig into the Natural History Museum T-Rex Excavation Kit. This hands-on set comes with tools to chip, brush and reveal a realistic skeleton, which can be assembled into a 20cm model. It includes a replica ammonite fossil and a large colourful poster, while a secret code unlocks extra T-Rex facts online.

Fans of the collectible Eugy range will love the new Wobbly Eugy models. Launching with Pufferfish and Robin, these wobble when built, adding a fun twist to the classic numbersequence assembly. The new Eugy Dove features whispering wings of peace, a sky-painted body and olive beak of hope; a perfect addition for collectors. Fans should look out for new additions too, including Axolotl, Dodo, Ocean Sunfish and Seahorse. New POS materials will also be available for retailers.

Zing brings the fun to 2026 with innovative products to entertain all summer. Zano Bow is a small but powerful toy bow with patented loop-and-launch tech that includes two Zartz; soft foam suction cup arrows that stick to almost any flat surface. Perfect for indoors and confined spaces, Zano Bow can shoot up to nine metres. Kids can also take the fun outside with shiny Sky Ripperz; two foam-tipped rockets and a launcher that can fly up to 24 metres. With roto-fins to propel to maximum altitude, Sky Ripperz are available in a combo pack that comes with the awesome Heli Howler, which can reach up to 14 metres – all while spinning like a helicopter and screaming through the air thanks to an embedded whistle.

The new Zooperball is ideal for summer 2026.

The 5-in-1 long-distance super bounce and throw ball offers hours of outdoor fun with different ways to play. Consumers can throw the rocket-shaped Zooperball up to 60 metres and listen to it scream, or bounce it and watch it ricochet off walls – then smack it back or catch it.

StikBot is 10 years old in 2026, and the ever-popular social sharing collectable phenomenon shows no signs of slowing. New for this year is the StikBot Shinies threepack. The exclusive set includes three reflective, shiny characters that fans can collect, pose and animate using the StikBot app.

Visitors are encouraged to stop by Brainstorm’s stand, where they will be able to have a go at firing the brand new Zano Bow at the Show Offers dartboard, where they can win up to 10% off their order.

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COME & SEE US AT:

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2026 Winning Moves

0207 2989 515 | www.winningmoves.co.uk | sales@winningmoves.co.uk

Stand F40 Innovation is at the heart of Winning Moves UK’s mission and, as the company continues to evolve its portfolio in line with family play patterns and global entertainment trends, 2026 is shaping up to be its most ambitious and energetic year yet, with product refreshes, vibrant new themes and an entirely new gameplay format leading the charge.

The star of the 2026 line-up, and one of the most eagerly anticipated launches in recent months, is Top Trumps Goddit!, the high-energy puzzle card game that takes classic family-favourite brain teasers and gives them pace, portability and Top Trumps gameplay. Goddit! brings together the satisfaction of cracking puzzles with the excitement of quick-play card challenges, making it a breakout hero product for families, game groups and puzzle fans.

Having launched just weeks ago, the Original Goddit! introduces the core gameplay: fast-thinking picture puzzles reengineered into a smart, accessible card-game format.

Winning Moves is also rolling out a full suite of licensed and non-licensed editions throughout 2026, each tapping into a fanbase, trend or cultural moment. Among the highlights is Kawaii Goddit!, celebrating the global phenomenon of kawaii, the Japanese style defined by its cute, colourful and charming characters and visual aesthetic. Also joining the line-up is Dogs Goddit! which is sure to be a hit with pet lovers.

On the licensed side, Winning Moves is gearing up for demand with titles including World Football Stars Goddit! and Stitch Goddit!, tapping into two powerful fan communities that are expected to be particularly strong in 2026. Each Goddit! features imagery inspired by some of Top Trumps’ best-selling classic decks, creating a sense of continuity for long-time fans, while giving new Top Trumps players an entry point into the brand.

Winning Moves’ biggest themed push of 2026 sits squarely around the World Cup 2026. With a projected cumulative global audience expected to exceed 5b, the tournament is predicted to ignite unprecedented excitement among consumers of all ages. Winning Moves is unveiling a full refresh of the World Football Stars Top 200 games range, redesigned in new branding and colours that celebrate the footballing event.

The refreshed collection includes six all-new World Football Stars Top 200 Top Trumps decks, spotlighting both legendary icons and the most talked-about footballers of today, from record-breaking goal scorers to rising stars poised to dominate the 2026 stage.

Alongside the decks, Winning Moves is reintroducing the ever-popular Top Trumps Starter Kit. Refreshed for 2026 with a clean new look and colours that echo the big-match atmosphere, the Starter Kit is designed to store, protect and proudly display players’ growing collections.

For puzzle and memorabilia enthusiasts, the brand-new World Football Stars Top Trumps Puzzle brings a tactile, engaging twist to football fandom. Packed with vibrant artwork and featuring a free collector’s poster, it’s designed to convert excitement into hands-on play, offering a satisfying build as well as great display value for fans wanting to show their support during the tournament.

Completing the line-up is the World Football Stars Gift Set. Ideal as a birthday gift, a match-day treat or a musthave collector’s bundle, the Gift Set contains a Top Trumps deck and size 5 football, letting fans celebrate their favourite players and immerse themselves in the tournament excitement. With its premium presentation and exclusive content, this promises to be one of the standouts of Winning Moves’ 2026 retail offering. Together, the full football range creates a cohesive, buzz-worthy collection that’s primed to meet the surge in demand expected throughout the World Cup season.

Visitors to London Toy Fair 2026 can find Top Trumps at Stand F40, where the team will be showcasing the full 2026 range, including live Goddit! demos and the football line-up. Attendees can take on the Top Trumps champion on-stand for a chance to win exclusive prizes. Winning Moves encourages visitors to come by, join the fun and put their skills to the test.

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2026 E

M I T T S R I F

KTL (Kandy Toys)

01395 234 600 | www.kandytoys.co.uk | enquiries@kandytoys.co.uk

Stand B80

EXHIBITOR

2026 will see KTL’s debut at London Toy Fair, bringing the best sellers from its renowned own brand pocket money range alongside world-famous brands such as Disney, Minecraft, Pokémon, Harry Potter, Sonic and Fugglers to name just a few.

Further to signing a UK distribution deal with the multi-award-winning Wow! Stuff, KTL is offering innovative products from a host of market-leading brands, all at competitive pricing.

Having won Toy of the Year with its RealFX Disney Stitch Puppetronic, Wow! Stuff continues its expansion with the new Pikachu Puppetronic by Real FX, launching early 2026, delivering a fresh take on the Pokémon franchise’s iconic character.

Enabling fans to bring Pikachu to life like never before, the beloved character is packed with over 100 action and sound combinations, as well as interactive touch sensors on its head and tummy. Pikachu’s signature features shine through, including soft yellow fur and black-tipped ears, lightning-bolt tail and real glowing red cheeks.

The all-new Palm Puppetronics are real little minis that fit in the palm of the hand, brought to life by consumers. Offering an affordable entry price point for fans and collectors, these palm-sized characters retain the dual-play magic of puppetry and electronics. When multiple 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. Meanwhile, Wow! Stuff’s long-standing partnership with Harry Potter continues to shine, highlighting its wands and gifting innovations as the popculture phenomenon enters a new era.

Complementing the licensed toys offering is a range of best-selling toys from PMI Kids World. For 30 years, PMI has been designing, manufacturing and distributing innovative toys, stationery and collectibles, offering brands, including Fuggler, Minecraft, Care Bears and many more.

Fuggler collectibles brings chaotic humour to the lineup and taps directly into one of the hottest trends in the category. The Gold Edition range delivers a literal golden foil bag twist with premium metallic-themed characters, while the RAD Edition introduces bold new colours and fresh figures to chase. Keychains and Oogah Boogah figures expand the brand’s wonderfully strange identity, and the soft squishies add an addictive tactile element that continues to drive fan enthusiasm.

Evergreen franchise, Minecraft, continues to demonstrate why it is one of the most creative worlds in modern play. The Topeez and Eraser Capsules offer playful utility, the blind box Topeez and Clip-on Plush add personality to bags and pencil cases, and the 3D Wind-up Toys bring the blocky world to life in motion. Each item taps into the spirit of building, customising and imagining.

Care Bears brings the enduring magic of a true evergreen icon with more than forty years of global success. The assortment features mini figures in foil bags, keychains, clip-on plush and soft squishies, each bursting with colour and nostalgia while celebrating the warmth and joy that generations of fans adore. Booksy: The Disney Edition adds a storytelling dimension, transforming beloved Disney characters into collectibles that connect reading with imaginative play.

Naruto Shippuden adds cinematic depth, supported by more than 250m manga volumes sold worldwide. The Edo Tensei and Infinite Tsukuyomi capsules recreate powerful story moments, while blind collectible figures and clip-on plush offer playful collecting formats.

Supergoal captures rising global football excitement with 7cm player figures in shoe capsules and foil bags. Sonic completes the lineup with vibrant energy through blind box figures, blind packed figures and plush, delivering strong shelf impact and instant fan appeal.

KTL’s launch in to the licensed toy world began in 2025 by introducing a range of Fisher Price toys, and then with its UK exclusive distribution deal for Baby Three, the market-leading Asian blind box plush that’s taking the world by storm. Following huge success in Asia and the US, Baby Three is now proving its popularity in the UK. Based on the blind box concept, these products come in a variety of assortments, as well as mystery versions and some with ultra-rare features, which drives the demand further by encouraging consumers to ‘collect them all’.

Good Night Baby, the enormous Baby Three mascot, will be at KTL’s stand. London Toy Fair will see the world exclusive launch of the Baby Three collaboration with Were Bears, a modern revival of the 1980s cult classic plush bears with reversible faces combined with the unique and quirky collectible features that Baby Three are known for.

To celebrate KTL’s debut at the London Toy Fair and with so many exciting brands and product ranges on offer, all orders taken at the show will qualify for a 10% discount.

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RODAN NEW FIGURES OUT NOW www.flairplc.co.uk

TM & © 2026 2025 Legendary. All Rights Reserved.

Godzilla TM & © Toho Co., Ltd. Monsterverse TM & © Legendary

2026 Epoch Making Toys

0208 049 1377 | sales@epochmakingtoys.com

Stand N7 Epoch Making Toys will be showcasing a host of new products across its portfolio of brands at Toy Fair 2026.

Sylvanian Families will launch further limited-edition 40th anniversary sets, several new families, residential sets with fun features, seasonal offerings and a new mystical woodland fairy theme, all available from the summer. The hero toy within the collection, and marking the entrance to a new area of Sylvania, will be the magical Woodland Wonder Fairy Castle. Packed full of features, there are many ways to explore and play, from the cloud propeller to the Milky Way slide, the water curtain to the gemstone cave, plus the fairy house and the enchanted Grandfather Tree, which helps to open the hidden waterfall gate. There are even twinkling stars and sparkling gemstones that shine without batteries. The set comes with an exclusive miniature Star Fairy holding a magic wand, an acorn and snail friend, plus a Fennec Fox Baby. The Castle is complemented by a host of other new sets for fans to collect and connect, including the Fairytale Tower, Fairy Mushroom House and Enchanted Fairy Babies. The new theme will be teased in January with the release of the latest Baby Collectibles – the Baby Woodland Fairy Costume Series.

Summer will also see the launch of the Red Roof Riverside Manor, adding to the brand’s residential offering. It boasts an array of interactive features including a beautiful river with a stone bridge which can be opened so that the mini boat can sail through; a striking porch with three arches; an elegant spiral staircase which transforms into a fun slide and moveable partition walls to change the room layouts. There’s a secret trapdoor and eco-friendly lights (no batteries required). The Elegant Dining Room Set (perfect for furnishing the Manor), Classic Family Car, Seal Sailor’s Leisure Boat and Pumpkin Carriage Playset complete the lineup of new play sets for autumn.

There will be several new families moving into the village in 2026; launching in January will be the Biscuit Bear Family, a best-seller in Japan. Featuring special, extra fluffy flocking, theseare the softest Sylvanian Families figures ever, and the members of the colourful Citrus Bird Family are each uniquely posed to take flight. As voted by fans, the Hamster Family will be available in the summer.

Aquabeads, the original stick-with-water bead crafting brand, will be unveiling several additions, including the new neon beads, new licensed sets from Barbie and Mickey Mouse and the new Ice Cream Party Craft Studio. Available from the summer, this features colourful 3D ice creams and other sweet-themed creations. The set comes with 800 beads in a vast array of colours, including neon beads, shiny beads and star beads. It also includes a useful carry case with a handle and storage tray, water sprayer, layout tray, cones and keyring attachments, plus cute toppings to add the finishing touches to ice creams. Other new sets available from the New Year are the Crazy Monster Craft Kit and the Unicorn Nail Designer Kit. Epoch Games is looking forward to introducing its new Kirby offering. Kirby Ice Cream Tower is a fun balancing game where players stack ice cream scoops without the tower toppling.

Kirby Hover Strike is a tabletop air hockey game in which players use the puck to hit Kirby, as he glides on a cushion of air towards target items, trying to knock over the invincible candy and other items.

Tapping into the growing popularity of anime, and following hot on the heels of the recently launched Naruto Shippuden games, Epoch Games will launch three My Hero Academia products in the spring to add to the Battle Game Heroes range. Players can choose their hero figure and climb the building to victory in Shigaraki VS. Heroes Destroyed City Game; or choose to be a hero or a villain in Uravity & Froppy VS. Toga Himiko Battle and use their special abilities to defeat their opponent in the Shoto VS. Dabi Battle. Featuring authentic Japanese packaging, fans can collect, display and play with the included characters.

New offerings within the Super Mario range include tie-in games for The Super Mario Galaxy Movie, which hits cinemas in April, plus a new series of Super Mario Blind Box Mini Games. The collectible games at affordable price points offer various fun play patterns. In addition, there will be two new autumn launches – Coin Adventure Board Game and the Mystery Floating Game, a tense game of skill.

All brands will benefit from marketing, PR and retail support throughout the year, including extensive merchandising options, store visits from Sylvanian Families mascot, Freya the Chocolate Rabbit and Aquabeads demonstration days.

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Discover the brand-new doll collection Out now www.flairplc.co.uk

2026 Ravensburger

01869 363 830 | www.ravensburger.com

Stand N13 The new Brio Flora range is set for an autumn launch in the UK. At the heart of this magical, open-ended world is a cast of collectible Flora friends, each with a magnetic heart nose, enabling them to interact with each other and the world around them.

The Flora friends each have unique names and birthdays, plus accessories, flowers and more. As fans have come to expect from Brio, the Flora collection reflects attention to detail with sibling-safe design for frustration-free play and a captivating unboxing experience. The Brio Flora collection includes collectible figure assortments, figure sets and playsets at a range of price points.

The Brio World system will see the introduction of colour-changing technology.

The new Cargo Gemstone Set features gems that change colour as children play. Later this year, the adventures continue for the Brio World railway system as the action heads to outer space, with everything from glow-in-the-dark, friendly aliens to a showstopping shuttle arriving in Autumn.

Ravensburger will also be showcasing a lineup of over 200 new jigsaws for 2026, including additions to best-selling series and first launches from new artists. Ravensburger’s My Haven 1000-piece puzzle collection starts the year with a new addition that celebrates the art of floristry in The Flower Arranger’s Shed. Ray’s Comic Series of jigsaws also continues with two more additions to the Holiday Resort theme, and comedy fans can look forward to the Time Travel series from the same illustrator, also coming in 2026. This year will also mark the thirtieth edition of the company’s Special Edition Christmas puzzle.

In licensed puzzles, collections celebrating new movies for the year include Minions 3 and Super Mario Movie 2, while Care Bears fans can look forward to new 2D and 3D puzzles.

In 3D puzzles, Ravensburger’s puzzle ball collection sees the addition of nightlights and a collection of 3D puzzle vases, complete with waterproof liner suitable to hold freshly cut flowers. The Disney Stitch 3D Puzzle Ball with Ears collection grows in 2026 with the introduction of three new launches including How to Train Your Dragon’s Toothless with Ears 3D puzzle and Pikachu with Ears 3D puzzle.

Ravensburger’s award-winning interactive marble run system, GraviTrax, will see new introductions in 2026 with licensed editions launching in both base and Junior lines. There will be more news to come on these launches at Toy Fair. GraviTrax Go Impulsion adds to the brand’s mini-intro set series, while autumn will see the launch of a new Starter Set, providing new ways to enter the growing GraviTrax universe.

2026 is a big year for Ravensburger’s classic game Labyrinth; a combination set comes with the Carcassonne Labyrinth. More news on this collaboration, as well as the deluxe anniversary edition Labyrinth Chronicles, will come at Toy Fair.

Las Vegas is a spring launch for Ravensburger games; a dice game where players try their luck to win the most cash as they visit six casinos. This game has already proven a bestseller in France and will launch in the UK in January. Also set for UK launch will be the Last One Laughing, based on the Prime Video UK Original show.

The company’s party game portfolio continues to grow with Much Too Much, a game that will test trivia and guesswork. Players make their best guess at the number in a series of trivia-based questions but must be careful not to go over - or they will score nothing. New for autumn will be an Oh My Pigeons expansion pack, The Last Lemming, an innovative trick-taking game putting lemmings in the spotlight, plus children’s game, Capy Cabana.

ThinkFun’s Rush Hour marks thirty years in 2026, and Rush Hour Duel edition will take the logic gameplay to a new level with a two-player battle format. The company will reveal more plans for this anniversary at Toy Fair.

Entering its third year, Disney Lorcana TCG celebrated 2025 with Set 9: Fabled, the introduction of the UK’s first Championship Qualifier events, plus the launch of the new Collection Starter Set. Sampling initiatives across the year provided opportunities to get products into the hands of consumers at dedicated events including Disney’s Hercules The Musical at the Theatre Royal, Drury Lane; MCM Comic Con panel showcase and a partnership with Odeon cinemas offering a free Disney Lorcana promo card with ticket purchase to celebrate the release of Zootropolis 2 on opening weekend.

Partnering with Come Round Marketing, targeted Disney fans and Collectors on Instagram preChristmas resulted in a spread of visually impactful content celebrating collecting and the stunning card artwork. Working in partnership with Disney and board game influencers across TikTok and Instagram generated content around new set releases and promotional initiatives, with links to retail to drive purchase and awareness at key times across the year.

With the number of in-store events and competitive play opportunities increasing across the UK and the player base expanding rapidly, Ravensburger is set for a bumper year in 2026 with the announcement of Pixar entering the brand portfolio in Q2. February sees the launch of Set 11: Winterspell, featuring a winter theme and introducing new characters: Angel from Lilo & Stitch and Darkwing Duck.

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2026 Cheatwell

www.cheatwell.com | steve@cheatwell.com (UK sales) sarah@outsetmedia.com (International sales)

Stand E20 Cheatwell Games celebrates its 40th year in business by kicking off 2026 with a fresh and varied lineup that reflects the company’s ongoing commitment to delivering games that are easy to learn, fun to play and packed with personality. This year’s range blends refreshed favourites with imaginative new concepts, offering something for families, casual players and dedicated hobby gamers alike.

The Buzzword Game returns with newly updated content and a sharper, punchier feel. With fresh clues woven throughout, it brings even more energy to the quick-fire word-play that players already love. Guesstimation also makes a strong showing this year, once again proving how entertaining it can be to guess - boldly and often hopelessly incorrectly - at a series of weird and wonderful questions. It remains a guaranteed conversation-starter and a perfect addition to any social gathering.

Who Would You Choose to Save the World? shines as a lively social game, with scenarios designed to spark instant discussion and plenty of laughter. Its simple premise invites players to look at the people around them in a new, humorous light, making it equally effective with close friends or brand-new groups.

Cat Earth brings a burst of creativity to the lineup with its offbeat, feline-dominated world. The game delivers a mix of light strategy and quirky storytelling that will appeal to anyone who enjoys games with character. To complement these titles, the Days Games series offers a selection of themed, bite-sized games perfect for quick sessions or travel, continuing Cheatwell’s mission to make great gameplay accessible wherever.

Cheatwell’s Opoly range also continues to expand, following the success of Golf-Opoly, which has proven to be one of the company’s strongest sellers to date. Building on that momentum, a new Darts-themed edition is arriving later in the year – and promises to hit the mark with sports fans and casual players alike.

Beyond board games, Cheatwell is showcasing a new selection of Cobble Hill puzzles, including a wide variety of beautifully illustrated 1000-piece and 500-piece designs. These high-quality puzzles appeal to both collectors and casual puzzlers alike and form an important part of Cheatwell’s growing puzzle range.

This year also marks the launch of Cheatwell’s very own Farkle game, bringing the classic dice challenge to a new audience with vibrant packaging and easy-to-grasp rules. Alongside it, Cheatwell is introducing a refreshed offering of timeless classics such as chess, backgammon and cribbage - beautifully presented and designed to serve both newcomers and longtime enthusiasts.

For hobby games specialists, Cheatwell is relaunching Karak, giving the much-loved dungeon-crawler a new lease of life with updated components and streamlined rules. Joining it are Ape Town, a charmingly chaotic strategy game; One-Hit Heroes, a fast, punchy fantasy battler perfect for short play sessions and Guildlands, a richly imagined card-driven world ideal for players who enjoy deeper strategy and long-term replayability. Together, these titles strengthen Cheatwell’s position as a publisher that delights both casual gamers and dedicated fans.

A.B. Gee

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk

Stand B40 Toy Fair 2026 promises to be A.B. Gee’s biggest and best show yet. Visitors will not only discover an expanded portfolio of brands and exclusive ranges but will also be welcomed to the company’s newly designed exhibition stand, created to offer a fresh, engaging and immersive experience that truly brings the brands to life.

The company will be showcasing a line-up of leading toy suppliers, featuring household names such as Mattel, Hasbro, Zuru, Spin Master, Aurora, Ravensburger, MGA, Zapf, Little Tikes, Tubbz, Learning Resources and Funko, covering a strong mix of original and highly sought-after licensed ranges. This year, visitors will also be able to view the latest from Jazwares, further strengthening the licensed offer across collectibles, plush, figures, creative play and outdoor categories. Together, these trusted partners continue to drive innovation across every sector of play, ensuring there is something to inspire every retailer and delight every consumer.

Exclusive distribution partnerships also remain a key part of A.B. Gee’s business. Visitors can see the company’s latest new product from Tooky Toy and World’s Smallest, alongside proven ranges from Fubbles and Kidicraft, each offering distinctive design, trusted quality and excellent long-term play value. A.B. Gee has also announced several new distribution deals that will be showcased for the very first time at Toy Fair.

New distribution deals include Red Toolbox, with real tools and woodcraft kits; Jakks Pacific; Jakks Disguise; Melissa & Doug, offering beautifully crafted wooden toys; Schleich; Blueprint; Lisciani; Jazwares and Loungefly, offering beautifully designed bags and accessories inspired by iconic brands, including Disney and Marvel.

With a refreshed stand design, a stronger-than-ever portfolio and an enthusiastic team ready to connect and collaborate, Toy Fair 2026 is set to be an unmissable event for A.B.Gee and for everyone who visits. Visitors are invited to get in touch on the details above to make an appointment.

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2026 Blokees

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

Stand E68 Assembly Character Toys brand Blokees will make its debut at the London Toy Fair. The company is also showing at Spielwarenmesse 2026 and, across both exhibitions, Blokees will launch multiple new products and spotlight its new product category Blokees Wheels and new series Terraventure, based on world-renowned IPs, marking significant milestones in Blokees’ continued expansion across the UK and European toy markets.

Blokees Wheels redefines small-scale (1:64) buildable car models. Featuring patented materials, global IP partnerships and a dual easy-to-assemble, easy-to-modify design philosophy, the new category sets a new benchmark for interactive and customisable car model kits.

Terraventure is a new series designed for teenagers and model enthusiasts. Focusing on legendary and rare creatures, it combines the fun of assembly with articulated playability and character collecting. Jurassic World Terraventure SE01 features precise scaling, highly accurate biological textures and 9-11 points of articulation, achieving both mobility and aesthetic quality. The models vividly capture cinematic motion, enabling players to recreate iconic movie scenes and immerse themselves in a miniature dinosaur capture adventure.

Blokees’ Daadoos brand, which targets female consumers, continues to expand. Yeloli Daadoos Mate Series 01 Tea Time Delights steps into lifestyle territory with bead-chain characters that double as bag charms and keychains, already generating strong anticipation among UK collectors.

Blokees will continue advancing product innovation to reinforce its leadership in Assembly Character Toys, persistently providing abundant and high-quality products for players worldwide.

Cartamundi

01268 511 522 www.cartamundi.com scott.garnerbundy-higgs@cartamundi.com

Stand F70 Cartamundi’s portfolio at this year’s London Toy Fair blends heritage, innovation and beloved licences. The company’s legendary Bicycle brand, which celebrated its 140th anniversary last year, is expanding with a range of licensed decks that will delight collectors and families alike. Bicycle is a brand with 140 years of history, and the team at Cartamundi is still finding new ways to surprise fans.

Among these new additions is Bluey, a festive Mickey & Friends Holiday Edition (launching in autumn/winter 2026), Pixar’s Cars and a refreshed Stitch deck featuring a vibrant purple tuck box. Fans of classic Disney will love the Disney’s Fantasia deck, bringing timeless magic to the table.

The brand will also be launching Bicycle 3-in-1 card games for younger players. These games combine the fun and versatility of classic card games with licences such as Mickey & Friends and Pixar. Forks is a hilarious twist on the classic Spoons card game, starring Forky from Toy Story. Alongside these launches, Cartamundi will showcase new display solutions designed to maximise retail impact and create in-store value with compact, easy-to-pick products.

Poker fans already know Copag for its premium quality, and Cartamundi is ready to extend this premium proposition to retail. Continuing its partnership with the World Series of Poker (WSOP), Cartamundi is offering exclusive WSOP-branded products that bring the excitement of the world’s biggest poker event to the home.

Shuffle remains a family favourite, and Cartamundi is keeping it fresh with new features. Color Addict will now come in kid-friendly versions like Color Addict Kids Stitch, and Hello Kitty joins the company’s iconic 4-in-1 range, ensuring there’s something for every young kid out there. Shuffle games are quick, fun and perfect for family play, ideal for retailers looking to offer accessible entertainment.

Beyond its product showcase, Cartamundi will have exclusive activations at the stand, including special fair offers and free POS plans, as well as opportunities to connect with the team and explore tailored retail solutions.

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2026 Learning Resources www.learningresources.co.uk salessupportuk@learningresources.com

Stand D30 Learning Resources returns to Toy Fair with a huge selection of toys to bring learning to life. Brand new for 2026 is the Yoga Ball Buddy with BubblePlush, which introduces children to yoga, helping them balance energy through engaging, active play, available in two initial characters: Penguin and Puppy. Aimed at children aged 3+, the Yoga Ball Buddy measures approximately 38cm across, making it the perfect size for little ones. It comes with 12 cards, each featuring a yoga pose and mindfulness prompt. Children use Tully the peaceful penguin or Ziggy the playful puppy to try out poses, and each is designed to help them calm down, while cultivating mindfulness and improving their flexibility.

The Yoga Ball Buddy is made from high-quality, durable materials and is suitable for use at home, in the classroom, in play therapy environments and, of course, in a yoga studio. It’s also a fun, active way to help children who need additional support with sensory processing and integration, vestibular system development, core strength development and more. The 12 cards store neatly away in a pocket, and the soft, tactile plush character cover is removable and machine washable.

Boxineers is a new cardboard construction and craft kit that gives kids everything they need to turn boxes into pretend play creations. Available in Animals and Vehicles themed sets, children aged 5+ can build anything from cars and rocket ships to unicorns and alligators. Each set comes with kid-friendly tools, bolts, reusable accessories and sticker sheets to allow kids to play and create independently using their imaginations while developing key skills. The reusable accessories and tools have all been designed to be used repeatedly so children can take apart and build new things again and again. The craft kit doesn’t simply encourage creativity, Boxineers is a true intersection of STEAM, combining engineering and critical thinking with imagination.

The award-winning CBeebies series Numberblocks continues to captivate young audiences, and children can play and learn at home and school with the help of the Numberblocks toy range from Learning Resources. The new Numberblocks Blocklets Plush collection launches in Q1 and features Numberblocks characters One to Ten in adorable 3” plush form. Each cute mini plush features character-specific details and soft textures, inviting kids to identify, count and explore through hands-on play. Sold separately, the stackable and collectible plushies help children to explore number recognition and counting in a tactile way. More new lines will also be launched at Toy Fair, including a first look at the Numberblocks Advent Calendar.

Thames & Kosmos

01580 212 000 | www.thamesandkosmos.co.uk

Stand F15 Several key launches from Thames & Kosmos are already drawing attention from buyers, with the brand ready to launch its new standout Exit products, alongside the latest innovation from the Spy Labs brand and a heavy strategy board game from Devir.

Thames & Kosmos will be unveiling two significant additions to the bestselling Exit franchise. Headlining the showcase is Exit: The Circus Mystery, a new narrative-driven escape room experience that blends clever riddles, layered puzzles and a richly themed storyline. The Exit range continues to deliver strong commercial performance thanks to its compact size, accessible price point and high levels of consumer engagement. The Circus Mystery aims to expand the series’ family appeal with a bright, approachable theme suited to a broad audience.

Supporting the Exit series growth for younger players, Exit Kids: The Great Bee-Scape will also launch at the show. Created for early puzzle-solvers, it features simplified, word-based challenges and fun, character-led scenarios. The Exit Kids line continues to establish itself as a valuable gateway into the wider Exit portfolio.

Thames & Kosmos distributes for Spanish board game publisher, Devir, in the UK and will be showcasing Orloj, one of its heavyweight strategic games for 2026. Inspired by Prague’s astronomical clock, the game combines striking visual design with deep yet accessible mechanics. Its ornate presentation and thematic gameplay make it particularly well-suited to stores with demonstration tables and hands-on retail experiences.

Finally, debuting at Toy Fair are the Spy Labs: High-Tech Handcuffs. Designed to bring spy-themed roleplay to life, the product features interactive electronic functions and mission-based challenges that encourage active, imaginative play. With demand growing for STEM-leaning toys that incorporate light tech and narrative engagement, Spy Labs’ latest innovation is well positioned to appeal to both kids and parents and brings something fresh to the spy-gadget category.

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John Adams Leisure Ltd., Hercules House, Pierson Road, Enterprise Campus, Alconbury Weald, Huntingdon, Cambridgeshire, PE28 4YA Email: sales@johnadams.co.uk Tel: 01480 414361 Follow us on: To view the full range visit www.johnadams.co.uk

™ & © 2026 WWE. All rights reserved.

@johnadamstoysandgames

Under license to Cepia LLC.

2026 VTech/LeapFrog

01235 555 545 | trade.sales@vtecheu.com

Stand N9 VTech is preparing for Spring 2026 with a selection of new products joining its Toddler and Marble Rush ranges, bringing fresh ideas and even more imaginative play to families.

The new Trotting Tunes Hobby Horse is a lively companion that encourages movement and active play. Young riders can choose between music and learning modes, enjoying cheerful songs, playful phrases and simple horse facts. A motion sensor responds to the child’s pace, playing soft melodies during a slow trot or more energetic music during a fast gallop. A light up star button adds extra sound effects and musical surprises. With quick two step assembly, the hobby horse is ready in minutes.

VTech is expanding the Marble Rush world into pre-school with the introduction of the Marble Rush Safari Slides play set. This junior-friendly set includes 58 building pieces, a themed mat, 10 decorative cards and six animal marbles. Three character friends, Giraffe, Elephant and Alligator, are included for storytelling fun. Children can watch the marbles spiral through a tall vortex and race through colourful safari tracks.

The set is compatible with other Marble Rush builds and includes a clear colour-coded guide to help young builders get started.

Endorsed by 96% of teachers and products designed by learning experts, LeapFrog continues to support and inspire children to learn and develop through play. Following the hugely successful launch of LeapMove, LeapFrog will project the product’s success into 2026 and beyond. The innovative gaming console which combines movement, gaming and learning now introduces brand new downloads inclusive of two-player games in addition to favourite licences.

In 2025, a vibrant and high-impact PR and media campaign for LeapMove featured a CGI stunt, an immersive experiential pod and an always-on presence across TV and digital channels. Alongside national TV coverage, influencers and creators generated a wealth of engaging content, showcasing LeapMove being enjoyed in homes across the country.

LeapFrog will build on this momentum in 2026, continuing its dynamic marketing strategy with strong investment behind the console’s new developments and features.

An expansion to LeapFrog’s baby range for Spring 2026 will feature new products including the 123 Bounce with Me Penguin which inspires infants to get moving and the 6-in-1 Snap & Learn Busy Cube, developed to boost cognitive development and keep little hands busy.

To make an appointment to see all VTech and LeapFrog’s new products at Toy Fair 2026, get in touch via the details above.

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Whiz Kid Games

0787 603 3648 | www.whizkidgames.co.uk | info@whizkidgames.co.uk

Stand Upper Level 188

EXHIBITOR

Fans of Whiz Kid Games’ Go Genius can discover the best of Britain one card at a time with the latest addition to its award-winning collection: Go Genius Great Britain. The Go Genius Great Britain card game is ideal for 2–4 players aged six to 106, and contains sets of quintessentially British characters, from warrior princesses and wise wordsmiths to brilliant book heroes and legendary leaders. To win cards, players answer trivia questions about the country. For example, in which sport would you hear the terms ‘short square leg’ and ‘sticky wicket’? What is cock-a-leekie? And where in London would you find the magical platform 9 ¾?

As well as being packed with facts and a dash of British brilliance, the game is responsibly made with sustainable and recyclable materials. It is also compact, coming in a handy counter display unit that’s easy to display without taking up precious shelf space. Players can experience on-the-go play with their families and friends while heritage shops and retailers in tourist hotspots can celebrate what it is to be British.

On the back of the success of its Go Genius board games for children aged seven plus, Whiz Kid Games will also be launching two board games for preschoolers at London Toy Fair 2026. Go Genius Junior Alphabet and Go Genius Junior Numbers each have eye-catching design and great gameplay, and promise to teach children without them even realising they are being taught.

The games are both entertaining and educational, as children learn new skills such as observation, concentration and communication. Through gameplay, they are encouraged to recognise and learn new letters and numbers as they travel around a board answering multiple choice questions from A to Z and one to 20. En route, players can collect Did you know? cards that teach them letters and numbers and how to answer the questions correctly.

Winning five or more points earns a genius stamp in the Go Genius passport. Children can personalise these passports, which have space for more than one sticker, meaning they can go on to other Go Genius titles. Adults are assured that their children are continuing to learn, and retailers will benefit from additional purchases.

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2026 Connetix

www.connetixtiles.com | wholesale@connetixtiles.com

Stand UN68 This year, Connetix is returning to London Toy Fair with fresh momentum and a growing presence in the UK market. Known for their quality, durability and beautiful colour palettes, Connetix magnetic tiles have become a staple for families and educators worldwide. Now, with a rapidly expanding UK customer base, the brand is ready to make an even bigger impact.

For Connetix, the goal is to connect play and learning in a way that feels joyful, openended and genuinely enriching. It’s a philosophy that sits at the heart of every product the company creates, and one that resonates strongly with UK parents looking for toys that last, inspire creativity and offer real educational value.

At the Connetix stand, retailers will discover a collection shaped by a truly imaginative development process. After a strong year of global growth, team expansion and new creative direction, the brand is showcasing a range of products that have already gained traction with UK families. This includes the Connetix Pro 70 Piece Constructor Set with Smart-Spin technology, the Bright Portal Pack, the luminous Light Star Pack and the everpopular Glitter Castle and Glitter Unicorn packs. Also on display are Limited-Edition Charity Packs, created in bold pink and teal, with 20% of proceeds supporting global research into breast cancer and motor neurone disease.

The stand-out moment will be a giant ball run built from 3,000 Connetix tiles, engineered to demonstrate the scale, complexity and creativity possible with magnetic construction. It’s the sort of build that draws in crowds, offering a powerful visual reminder of what open-ended play can become.

This year, UK retailers will also get an exclusive first look at the brand’s upcoming 48 Piece Pastel Portal Pack, set to launch in March 2026. Featuring the signature pastel colour palette of soft, earthy tones, the Pastel Portal Pack marks the first major release in Connetix’s 2026 lineup. With nesting tiles and Smart-Spin technology, it offers deeper STEAM learning opportunities and more intricate builds – a much-awaited evolution of the Portal concept that’s already beloved worldwide.

For retailers seeking a brand that actively supports sell-through, Connetix goes well beyond the product itself. With strong digital engagement, polished content, thoughtful POS and clear educational messaging, the company helps drive awareness and footfall; a point many of its partners highlight.

From imaginative builds to purposeful learning outcomes, the Connetix range represents the kind of play experience UK families continue to seek out: creative, connected and endlessly engaging.

VR Distribution (UK)

0330 088 0941 | sales@vrdist.co.uk | www.vrdist.co.uk

Stand E47 VR Distribution has several significant new launches for Autumn/Winter 2026 that will be showcased at London Toy Fair.

From hit game developers Lucky Egg, the creators of the best-selling Grab the Mic game, VR Distribution has two new launches with Poppin Panic and Snort Funny. Alongside the games’ launches, VR will be rolling out extensive social media campaigns designed to engage a wide audience.

Late Autumn/Winter 2025 launches from Lucky Egg games will also be on display, including Misheard Music, a card game where players guess the word from lyrical nonsense.

This sold out in December 2025 and will be showcased alongside Rhymes with Duck, the fun, fast-paced board game where players need to match rhymes and dodge elimination. From the makers of Rhymes with Duck, VR Distribution is also launching Slip it In, which can be played anytime and anywhere. The game can be played over an hour, a night, a weekend or an entire millennium; it encourages conversation, sparks laughter and is a great way to break the ice.

London Toy Fair will be the first opportunity for many retailers to see Shashibo, VR Distribution’s award-winning, STEM-accredited, Shape Shifting Puzzle Box. Unlike other puzzle box toys, the award-winning Shashibo sensory box features 36 rare earth magnets for an innovative design that transforms into over 70 shapes. For ages 8+, the Shape Shifting Puzzle Box has a calming, therapeutic effect that soothes away stress and nerves, making it a great sensory stimulation puzzle gift. At the show, VR Distribution is offering a counter display unit featuring a lenticular backboard to demonstrate to consumers what the cube can do.

From the makers of It’s Bananas, VR Distribution will also be launching three new games for 2026: Fish Fight, Cat Mit Games and Uproar.

From the makers of Beat That & Snatching Pears, new game Panda-monium is ideal for family board game nights, after-dinner showdowns, camping, sleepovers or stocking fillers.

The fast-paced tabletop game sees players take part in a full-blown panda scavenger hunt around their homes or outside, as they race to collect four matching cards and snatch a squeaky panda before someone else does.

Lastly, new title from Cards Against Humanity, Party Mouth is a fast-paced, foul-mouthed party game where players shout obscenities in the same order as their friends; this is predicted to be a best seller in Autumn/Winter 2026.

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2026 Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Stand B70 Vivid Goliath kicks off Toy Fair 2026 with Butt Face, a game that blends gross farts with laugh-out-loud humour through the character of Chester Cheeks. Chester is a king of chaos, dropping SFX whilst dancing, wiggling and doing what butts do best.

Alongside Chester, sensory sensation Clickeez will offer a satisfying ASMR experience. The global sell-out success saw 1.5m of its products in the hands of fans, with 30m views trending across socials and topping retailer charts as a must-have collectible of the season. Series three introduces Bubble Pops, a brand-new sound sensation with a fresh feel and new look. Some brand-new licensing collaborations will be announced at the show.

Squishy sensation Jelly Blox enjoyed another sell out season, highlighted by a feature on This Morning as part of its Top 10 Toys for Christmas. The brand continues to expand with the new Farm Friends and Vehicle set, already proving strong sellers in the Jelly Blox universe. Autumn/ winter 2026 will see the range diversify further with new price points including a Train set as well as a new Jungle World.

Vivid Goliath is partnering with Crazy Aarons Thinking Putty, a cultural icon with unstoppable kid and adult appeal, on an expanded range of assortments, seasonal programmes and localised marketing support. New price points have been curated in specialist tins to broaden retailer distribution as well as a Treasure Reveal range with hidden effects waiting to be uncovered, including glow in the dark, colour change, heat-based shift hues and scents.

Animagic continues to innovate in the electronic pet’s category, building on the Lets Glo range of popular trending animals of Axolotls and Capybaras. New for 2026 is a cute squishy Platypus who floats in water and glows in the dark (just like the mammal). There will also be Animagic Snuggle-Ups, enchanting interactive pets that hug onto clothing and magically climb a child’s arm, reacting with sounds and musical surprises.

Colorific’s My 1st Peppa Doodle Buddies introduces pre-schoolers to the world of creative and imaginative play through colours, characters and world building. From entry price point single packs through to Peppa’s Doodle Wheels and the ultimate Peppa Doodle Town, customers can colour, draw, drive, spin and wipe their playful world’s clean time and time again.

After a strong year with the PlayMonster group, retailer support and sales continue to grow across the wide portfolio.

For Autumn/winter 2026, innovation is coming to the Fab Lab girls’ lifestyle brand, with new kits including Glitter Lip Gloss, Jelly Bag Charms and a Lip Jelly Station. Loopdedoo continues to empower older girls to create stunning, shareable bracelets using the patented Loopdedoo spinning loom with over 50k units sold in 2025. Meanwhile, innovation remains at the heart of classic heritage brand Spirograph, and 2026 sees the brand going big with Giant Spirograph, which allows creators to design impressive 18" patterns using paper and markers or take creativity outdoors with chalk for large-scale art. Spirograph Masterpiece elevates the brand for an older demographic, introducing a colour-by-numbers–inspired experience that uses new precision gear units to produce intricate designs. Each project reveals a true artistic masterpiece, featuring iconic works such as Sunflowers and the Mona Lisa.

Known for creating games that are fun to play, watch and share, PlayMonster followed the sell-out success of Marshmallow Madness with an autumn 2026 lineup set to deliver once again, with a variety of games that bring fast-paced, frenzied fun to the table.

From avoiding a Shark Bite or escaping a floor full of lava to enjoying timeless, butterfly-catching fun or keeping up with a noisy rooster, the Goliath Games range is bursting with energetic titles this year. Goliath will bring back the beloved Elefun game for a whole new generation of pre-schoolers. This nostalgic classic features Elefun blowing his trunk, sending colourful butterflies high into the air and creating timeless fun the whole family will remember.

Cock-a-Doodle is a kid-powered pre-school game where players race to wake farmyard animals before the roosters start screaming. In the family category, Greed is a party style, push your luck, dice game centred on a game of risk and reward, and Sims YaGoBuGi is a fast-paced family party game designed to have players in stitches of fun.

As part of its expansion into adult gaming trends, Goliath is launching the official Fourth Wing Board Game: Rise of the Wingleader and inviting fans of the book series to step inside Basgaith War College and fight their way to glory.

Vivid Goliath will be adding a new case to its Unsolved Case Files.

With over five million sold globally, the Unsolved Case Files is a trusted authority for immersive RPG-style crime solving experiences, allowing players to sift through evidence from a fictional case to uncover the culprit. The new Pineview Killer case immerses detectives in the chilling mystery surrounding Pineview College. Players must piece together the evidence, identify the serial killer and restore safety to the campus before the murderer strikes again.

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© DISNEY/PIXAR

BICYCLE® - THE BEST-SELLING PLAYING CARDS IN THE UK Bicycle® Playing Cards offers a diverse new range. Discover the brand new 3-in-1 Collection for kids with fun classic card games and a Spoons inspired Forks game based on Disney’s Pixar and Mickey and Friends.

Color Addict: A fast and colorful game for the whole family. You learn to match colors and words in this mind-bending but hilarious party game.

The Disney Stitch 4-in-1 card game brings a lot of fun right to your home ideal for the whole family! With four different game mechanics in just one card set, this game is perfect for anyone who loves variety through exciting challenges.

DISCOVER OUR NEW LINES AT STAND F7 @ TOY FAIR! - Contact: scott.garnerbundy-higgs@cartamundi.com

2026 Trends UK

01295 768 078 | info@trendsuk.co.uk

Stand E66 From bath toys to educational kits for curious minds and licensed learning toys, the Trends UK stand has something for all Trends UK’s new Bath Pop collection will launch in April with five lines designed to encourage coordination, discovery, and laughter. The Wind-Up Sprinkly Croc is ideal for pre-schoolers; by dipping Sprinkly’s base into the bath and twisting the handle to draw up water, they can spray water from his mouth, while twisting Sprinkly’s mouth reveals different water effects. With the Funny Octopus, children can wind the toy up, then push or pull to see its tentacles wiggle.

The Sea Life Spin and Sprinkle is a bright, colourful set which easily sticks to the bath or tiles and features friendly sea-life characters. Children can scoop and pour bath water with the baby seal and whale, then watch as it trickles through the funnels, making the crab and octopus sprinkle and spin their googly eyes. With the toddler-friendly Magnetic Catch-A-Fishy, little ones can wind the reel, then catch three fish using the rod’s magnetic float. They can also drop the float to pick up a fish, then reel it back to see the catch. The Colouring Book & Bath Sticks features five chunky Bath Paint Sticks so children can draw on the bath side or ceramic tiles to create temporary masterpieces.

Trends UK is home to a host of licensed toys that support learning. The Learn with Peppa collection brings the power of Peppa to early years development. Developed in consultation with experts, these lines offer learning value in one or more of the seven subject domains that form the Learn with Peppa framework. Launching this Easter, Peppa’s Laugh & Learn Laptop comes with four modes - Touch & Tell, Discover, Quiz and Music. This electronic learning toy teaches letters, numbers, colours and more with light-up guidance and Peppa’s voice. Also coming this spring, Peppa’s Sing & Learn Microphone invites fans to sing along with Peppa in two play modes. In Quiz Time mode, Peppa tests observation and listening skills, and in Sing-Along Mode, kids can choose to perform seven songs, including Big Balloon and Bing Bong Song.

These additions join existing favourites. Peppa’s Laugh & Learn Alphaphonics, Count with Peppa and Peppa’s Phonic Alphabet. Other items to discover include Peppa’s Flip & Learn Phone, Peppa’s Flip-Up Learning Pad and Peppa’s Smart Tablet.

The New Year will also bring new science kits to encourage inquisitive minds to explore the world around them. Launching next month, Squishy Dissectables 2 Pack (Frog and Bat) is a safe, hands-on anatomy set that invites children aged six-plus to explore the world of animal biology. Ideal for budding young scientists and curious minds alike, the set features realistic frog and bat models; each includes a detailed plastic skeleton within a soft, non-toxic gel body. Children can use the plastic scalpel to uncover organs and learn how body systems work. The reusable gel allows for repeated experiments and lasting play value, and a fully illustrated instruction manual provides step-by-step guidance. This new kit joins many other items in the range, including the Around the World 10-in-1 Excavation Kit and the 2-in-1 Plasma Globe and Energy Bar.

Paper Projects

0127 971 0731 | www.paperprojects.co.uk francesca.murphy@paperprojects.co.uk

Stand B75 This January, Paper Projects Ltd will be showcasing its sticker ranges at Toy Fair 2026, the ideal place for the company to celebrate 20 years. Designed to captivate young imaginations, all sticker ranges are bursting with fun, creativity and favourite characters.

Paper Projects has created a standout collection featuring iconic kids’ brands, trending sensations and beloved classics, as well as its own unique designs. From Peppa Pig and Paw Patrol to Paddington, Gabbys Dollhouse, The Gruffalo, Peter Rabbit and many more, the collection guarantees smiles for children of all ages.

Paper Projects will also reveal new sticker ranges for 2026, including Hello Kitty and Friends and fast-paced favourite Sonic the Hedgehog. These additions bring fresh energy and timeless appeal to the lineup, offering retailers bold new designs and giving children even more opportunities for imaginative play, collecting and creativity.

The range is designed to suit every occasion, whether a birthday bash, a rainy afternoon or a reward for good behaviour. The Party Packs bring celebrations to life, while the Dress Up Stickers spark imaginative play. Sticker Scenes offer hours of fun, and the Reward Charts make everyday tasks more enjoyable for the whole family. Paper Projects’ Mega Packs feature around 150 stickers and are ideal for scrapbooking, crafting or collecting.

To help retailers maximise sales and create engaging in-store displays, Paper Projects offers a range of effective and versatile display solutions. Its 67-hook spinner can hold just over 800 units and is ideal for showcasing a wide variety of sticker products including Party Packs, Sticker Scenes, Character Foils, Kidscraft, Sparkle Stickers, Dress Up and Assortment Packs. Alongside this, Paper Projects also offer a 16-hook spinner designed specifically for larger products. This display is ideal for Mega Packs, Reward Charts, Sticker Collections and Albums as well as the Colours of Kindness Crayola range.

Whether customers are searching for popular character brands or timeless generic sticker designs, the display solutions ensure everything is beautifully organised and easy to explore. With such a diverse selection readily available, retailers can confidently offer something to suit every child’s interest while keeping their displays fresh and engaging.

To mark 20 years in business, Paper Projects is offering 10% off all orders placed at the show. To discover more about the sticker ranges, visit the Paper Projects stand or contact Francesca at the details above.

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Come and visit Mojo at the upcoming London Toy Fair to see the unveiling of of our new Enthusiast collections.

See what’s new for 2026

381116 Kingfisher

387141 Rabbit Sitting

London Toy Fair Olympia January 20th - 22nd UL141 To book a meeting contact: sales@mojofun.co.uk

@mojofuneu Mojo Figurines www.mojofun.co.uk

For more Information contact us on 01422 413674 or email us sales@mojofun.co.uk

MOJO FUN LIMITED 2 The Chapel Scout Road Mytholmroyd West Yorkshire HX7 5HQ

2026 DKB Toys and Distribution

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

Stand Upper Level 128 DKB continues to push forward with innovative, creative ranges that capture customer imagination and deliver real commercial impact. In 2026, the company will introduce a wave of groundbreaking products, innovative collectibles and new licences designed to engage a wide audience across retail.

Pocamarket’s blind photocard range launched in late 2025 and has become a standout success in specialist pop culture retail. With access to official cards sourced directly from Korea and featuring some of the world’s biggest idols, Pocamarket continues to tap into an audience with huge buying power and loyalty.

Gum Gums is a new collectible craze. These adorable food-themed characters come as 2” blind bag squeezy buddies and 4” scented plush bag clips. Soft and squishy, kids simply squeeze them to see the bubble they blow.

These combine kawaii design with sensory play, and smell amazing.

DKB’s partnership with 3D Studio Gifts has introduced the Jigglets range. These fully articulated micro characters are detailed, affordable and highly collectible, with thousands of designs and variations. Perfectly positioned for the pocket-money market, Jigglets are shaping up to be a true breakout collectible for 2026.

Monogram has become one of DKB’s strongest performing brands, powered by its extensive licence portfolio and hugely successful blind bag ranges. What started with kawaii PVC bag clips has expanded into plush bag clips and mystery magnets. Anime licences through Crunchyroll – including Demon Slayer, Chainsaw Man and Jujutsu Kaisen – continue to dominate, boosted by massive global cinema success. Meanwhile, Coraline and Disney’s Stitch remain evergreen winners, and with Toy Story 5 on the horizon, expectations are high for the Toy Story licence in 2026. KPop Demon Hunters Wave 1 bag clips are also a major highlight and will be landing in March.

Crazy Aaron’s Thinking Putty continues its upward trajectory, supported by new varieties and standouts like the Better Butter Putty, which has already seen impressive pre-order results.

BedHedz launched in October; 20cm kawaii dolls that feature premium cotton construction, embroidered faces, removable outfits and signature wild, super-soft hair. Designed for play, display and collecting, they also come in reusable carry bags – ideal for adventures on the go. New waves and collector bag clips will be available to preview.

Thumbs Up! Care Bears Digital Pets feature Cheer Bear and a vibrant Unlock the Magic design, players can feed, nurture and play mini games in a charming retro pixel world. Care Bears’ revival has connected with both long-time fans and a new generation. Thumbs Up! will also be showing its Monster Jam digital games and new Star Wars merch.

Crazy Forts remains a core staple for DKB, with strong continued performance across independent and national retailers. Its award-winning, imagination-powered fort builder remains a proven favourite.

DKB will have plenty more surprises lined up for the show, and Toy Fair visitors are encouraged to stop by the stand to find out more. To book an appointment, email James Luff via the details above.

Plus-Plus

03330 500 144 www.plus-plus.com | info.uk@plus-plus.com

Stand B19 Plus-Plus has continued expansion within the retail, travel and gift sectors.

2026 is expected to be another growth year with a range of new product launches and, most notably, the venture into licensed product.

A major launch in 2025 were the Activity Pads. These pads contain 125 pieces, kept safely in a secure box, and six pages of activities containing 12 2D and 3D builds. The pads are ideal for on-the-go fun and proved to be a big hit with families wanting to entertain children whilst out and about. The current four themes of Space, Ocean, Fairytale and Transport will be further enhanced by the addition of Dinosaurs, Enchanted Forest in spring and Christmas in the second half.

Inspired by the colours of Italian ice cream, there will also be a 240pc Gelato tube, bursting with pastel shades that spark creativity, hands-on learning and endless fun. Complementing this will be the Learn to Build Ice Cream Shop and the Puzzle by Number Ice Cream sets, all featuring colours reminiscent of summer.

Quality Pocket Money toys which offer great play value are always a popular choice with kids and parents. The Pet Packets will launch in spring and feature a range of six quirky characters with googly eyes to give them their personality. Each one comes with its own paper mat to be displayed upon and are ideal to collect, display and play as a small gift or treat at an affordable price.

Plus-Plus Big is set to launch a new playset themed around Flowers, where children can build flowers and a garden by utilizing the included baseplate. They can develop imaginative role play skills while simple stacking, sorting and matching games can also be played. Due to popular demand, there will also be the addition of a 15pc tube and 100pc box in the colours of the rainbow, available from spring.

In 2026, Plus-Plus will launch new licensed ranges into the UK for the first time. First to launch will be a range of Moomin product, available in regular Plus-Plus and also Big. The product will feature characters and the Moomin House and Moomin Valley playsets, based on the books and TV series. Popular with Kidults who are introducing their own children to Moomins, the trolls have an affinity with nature, and the sets have been designed to bring to life this eccentric family and its friends.

Plus-Plus is a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power, product is produced in zero waste facilities, and all products and packaging are 100% recyclable.

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TY UK Ltd are proud to announce the introduction of new sizes to the very popular Bluey family, with Bluey & Bingo now available in Keyclips, Medium and Large versions.

E: Sales@tyuk.co.uk

Get in touch with us:

BLUEY TM and BLUEY character logos TM & © Ludo Studio Pty Ltd 2018.

T: 02393 876 600

2026 Just Play

www.justplayproducts.com | uksales@justplayproducts.com

Stand B90 Just Play’s 2026 offering promises fresh innovations across a wealth of categories, including Pre-School, Collectibles and Plush.

The company remains a front-runner in the collectibles category, with a portfolio of brands that appeals to all types of fans and collectors. Disney Doorables is an evergreen performer that is set to go from strength to strength in the year ahead, with new themes, characters and surprise-packed sets to unveil.

In Full Bloom is the latest series to take root in this world of whimsical miniatures, and it’s the perfect theme for a springtime launch. This season comes wrapped up in an enchantingly unique, collectible format, inviting fans to ‘dig’ through gardenscape doors to reveal a new series of Disney Doorables figures. Each character has beautiful botanical styling that draws on current trends in fashion and interior design, making them ideal display pieces.

A. A. Milne’s Winnie the Pooh turns 100 in 2026, and Just Play is celebrating this milestone moment for the brand with the launch of its new Disney Winnie the Pooh Collectibles. Fans of this beloved property will be keen to collect all seven Disney Winnie the Pooh Bear-y Squishy Figures. This endearing assortment sees Winnie the Pooh and his friends, Piglet and Eeyore, reimagined as supersweet, squishable, glittery figures that are packed with charm and display-worthy cuteness.

Disney Stitch remains a powerhouse in 2026, and as the brand’s master toy licensee, Just Play is expanding the line with fresh, 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, the Disney Stitch Many Moods Angel is an expressive feature plush that showcases LCD eyes and over 50 sounds and reactions. This super-interactive toy perfectly captures the essence of Angel and her cheeky personality in a clever and engaging way.

Just Play’s licensed arts, crafts and activities range from Tara Toy will soon expand to include Disney Pixar Toy Story items, just in time for the release of the new film. Already, the animation franchise is one of the biggest in history – both in terms of box office performance and consumer products – and these creative additions will help mark this new chapter for the beloved property. The specifics of this new offering are strictly under wraps, but buyers and retailers visiting London Toy Fair will be invited to see these new lines and cool character crafts. They will be available alongside existing Tara Toy favourites, including Moana 2 jewellerymaking sets, Disney Stitch My Own Creativity Case and kits inspired by Disney Tim Burton’s The Nightmare Before Christmas, Disney Princess and Disney Frozen.

Just Play’s fifth London Toy Fair exhibition will also encompass some of the most ground-breaking innovations from FurReal. The brand saw huge success with autumn/winter 2025’s launches, Coco the Tumbling Panda and Maggie the Feed & Follow Cow, and the momentum will not only continue into 2026, but will significantly ramp up with a new offering of interactive pets slated for launch later in the year. Stand visitors will be given an exclusive first look at these new furry friends in London.

There is also a new wave of designs and formats joining the Duckalooz collection as the latest characters join the globally recognised range of pocket-sized, dressed-up duck collectibles. Plus, Tiny Nightmares, the fashion-forward horror-inspired lifestyle line, will introduce new waves of characters and more ways to collect in 2026.

This is just a taste of what’s to come from the company in the year ahead. To see the team’s lineup of innovation across Pre-School, Plush and Collectibles, contact Just Play UK via the details above to book an appointment.

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2026 Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Stand N16 Character Options’ London Toy Fair stand will be packed with new collectibles, pre-school ranges, arts & crafts lines, plushies and so much more, making it a top destination for all buyers and retailers attending the show.

Visitors to the stand can expect major extensions for the internationally popular toy and lifestyle brand Kimmon. Known for its bold character designs, trend-led aesthetic and collectible appeal, Kimmon’s fusion of toy, fashion and pop culture has captured the imaginations of Gen Z consumers and collectors worldwide. Since launching in the UK last season, the blind-boxed plushies, bag clips and accessories have delivered high-volume sales, with the brand’s success set to continue thanks to major investment in developing the line.

Coming through for autumn/winter 2026, new formats and themes will include the Kimmon OOTD Fashion Trend assortment. Each poseable, anime-style plush doll in this collection wears its “outfit of the day”. The theme is inspired by the social-born OOTD trend whereby fashionistas showcase their personal style to their followers. In this assortment, fans can discover six regular characters and one special, rare design – all with their own ID card. Another whimsical theme on its way, is the Kimmon Dream Maker series. Collectors and fans can use the metal keychain to attach the 6” winged mystery plush to backpacks, handbags, keys and more.

The Giftie Badge Maker is a DIY badge-making kit that comes with 50 badges for children to easily create their very own designs. They can choose their favourite pictures or design personalised badges for added creativity. They simply draw or print the badge designs, press to make them, then wear or gift the finished badges. This super-fun and affordable kit allows kids to create highly giftable and personalised badges. There are so many ways to use these badge creations – they make versatile fashion accessories for clothing and bags, can be pinned to the front of cards and so much more. The item launches with the Giftie Badge Maker App that will allow consumers to source and download super-cool design templates. It will also allow creators to upload their own photographs to design and print bespoke picture badges.

MagMiMi is a brand of mystery collectible plush that are tiny and adorable. Each palm-sized pal features a soft, cuddly body, a stylised roto-cast head, built-in magnets in every limb and a premium metal keychain attachment. Collectors can place them on a finger, stick them to the fridge, clip them to backpacks, or link them together for a cute plush parade. Each MagMiMi comes in its own custom metal display tin; perfect for posing, storing, or showing off growing MagMiMi collections. There are nine to collect in the first series, including special characters. Among the exotic animals waiting to be discovered are axolotls, sugar gliders, sloths, pandas and more. Each character features highly detailed kawaii styling, tapping into current style and fashion trends.

Characters’ pre-school offering goes from strength to strength with the addition of Talking Tom & Friends. This Top 10 mobile game publisher has a huge UK fanbase, with more than 250m mobile game downloads in the UK, and the new show Talking Tom Heroes: Suddenly Super soon to air on CBeebies. The collection will deliver show-to-shelf appeal, with Talk Back Plush Toys based on the four lead animal heroes from the series as well as classic 10” Plush Toys.

In addition, there are action figures, and figure and vehicle sets. Articulated, seven-inch Feature Action Figures have mechanical functions to represent their superpowers: Talking Tom has his flying fist bump, symbolic of his super strength; Talking Angela has her glider wings for super speed; whilst Talking Hank has his hand-held Idea Launcher gadget.

Character is also launching LamaTama voice-activated fortune tellers. This collection of pocket-sized gurus will aid in moments of decision paralysis. No matter the ‘Yes’ or ‘No’ query, LamaTama will give an answer. Inspired by the trends aligning across youth culture, digital behaviour and nostalgia cycles, which have resulted in the Gen Alpha revival of retro formats like Magic 8 Ball, LamaTama is ideal for kids leaning into ‘magical thinking’ to help make choices. There are 50 characters to collect in the range, each with its own name, backstory and modern art design. These come creatively blind-boxed, in Sacred Geometry packaging (a 20-sided sphere) believed to have symbolic and spiritual meaning.

Character Options is to distribute Bonkers Toys’ master toy line for YouTube gaming star PrestonPlayz. The PrestonPlayz YouTube channels have accumulated tens of millions of subscribers and over 20b views and the toy range has been carefully curated to be backed by data. This collection of plush, figures, role play and more is based on his most viewed videos and successful DTC sales - and transforms the on-screen adventures into something that viewers can hold, with each toy infused by the culture and creativity of Preston’s personality. Key lines include the Mini Mystery Figures and 6” Mystery Plush; each assortment features iconic characters to collect from the PrestonPlayz Universe.

An entertaining and cathartic offering is the Stretch & Smash Preston, which encourages fans to stretch, smash and even stomp their own PrestonPlayz character. The PlebSlayer Sword will be instantly recognisable to those who watch PrestonPlayz content. This 16” role play item lights up and lets viewers bring to life on-screen gaming battles.

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2026 Wilton Bradley

01626 835 400 | www.wiltonbradley.com sales@wiltonbradley.com

Stands E89 and E98 Wilton Bradley will be showcasing an array of products set to energise the outdoor and playtime markets. Among the highlights this year is Kapti, an innovative disc-throwing game designed to bring fast-paced, familyfriendly fun to any grassy space. Suitable for children aged three and above, Kapti combines skill, strategy and laughter, making it an ideal addition to gardens, parks and any outdoor gathering.

Kapti challenges players to toss discs and capture the most stakes, encouraging friendly competition while keeping the gameplay simple enough for younger children to enjoy. Beneath its easy-to-learn mechanics lies room for clever tactics, allowing more experienced players to strategise and refine their approach. The game is designed for two or more players, making it ideal for siblings, friends or multigenerational family play. Its portability and versatility mean that it can be enjoyed at picnics, holiday getaways or even spontaneous backyard competitions.

What makes Kapti stand out is its ability to bring people together through active, outdoor engagement. In a world where screen time often dominates leisure hours, Kapti offers an opportunity for kids and adults to interact physically, laugh heartily and build teamwork skills in a natural, social setting. For retailers and buyers visiting Toy Fair 2026, Kapti represents not just a fun game, but a compelling product that encourages movement, creativity and social interaction - a winning combination for any toy shelf.

Also debuting in the Xootz range this year is Snootz, the wonderfully wacky foot-to-floor ride-on range for little adventurers aged 18 months and up. These are not ordinary ride-ons; they are the silliest, noisiest, most delightfully chaotic creatures ever to bounce out of Snootzland, each bursting with personality and ready to spark imaginative play. Burp Bottom shakes the hills with his giant trumps; Snorzee snoozes so loudly he can make the trees wiggle; Sir Lickalot zooms around leaving slobbery splats wherever he goes and Snuggle Snort twirls dreamily through the sky, sprinkling sparkles over everything in sight.

Alongside their playful personalities, Snootz ride-ons have been carefully designed to support active, exploratory toddler play. Each model features smooth 360-degree castor wheels that allow little ones to spin, scoot and glide with ease. This encourages movement, spatial awareness and confidence. The character-themed sound effects, ranging from giggles and snores to burps and monster chatter, help bring each creature to life and inspire creative storytelling. A handy under-seat storage compartment gives toddlers a great place to hide treasures or transport their favourite toys, turning every ride into an adventure. Built with durability and fun in mind, Snootz offers a memorable combination of sensory engagement, imaginative character play and toddler-friendly functionality.

Completing Wilton Bradley’s Toy Fair showcase is the latest Xootz bike range, offering young riders a fresh and confident approach to cycling. Designed for children aged three and up, the range includes bikes with 12–18 inch tyres, catering to both first-time cyclists and those ready to progress to more capable models. For beginners, the 12–16 inch bikes come with easyfit stabilisers, helping youngsters develop balance and confidence before moving on to independent riding.

The collection blends practicality with reliability. Puncture-proof tyres minimise maintenance while sturdy steel frames ensure the bikes can withstand everyday use. Adjustable handlebars allow the bikes to grow with children, offering a longer product lifecycle and a tailored fit. These features, combined with careful attention to quality and durability, make the Xootz range a dependable choice for parents seeking safe, long-lasting bikes.

Design-wise, Xootz bikes appeal to a variety of tastes. Four distinct styles offer something for every young cyclist: the bold and energetic Rebel Rider, the soft and imaginative Day Dreamer, the fresh and floral Fleur and the sporty, dynamic Nitro. Each design is carefully curated to resonate with different personalities, ensuring that children not only enjoy the functionality of their bike but also feel a sense of ownership and pride in their ride. With dependable construction, user-friendly features and stylish aesthetics, the new Xootz range is positioned to make a strong impact in the competitive children’s bike market. For visitors to Toy Fair 2026, these bikes exemplify Wilton Bradley’s commitment to fostering confidence, skill development and sheer joy in young riders, and this is a formula that is sure to make a lasting impression on both buyers and young cyclists alike.

Whether it’s outdoor fun with Kapti, interactive toddler adventures with Snootz or stylish cycling experiences with Xootz, Wilton Bradley’s stands promise to be a hub of innovation and inspiration. Each product highlights the company’s dedication to creating engaging, high-quality toys that delight children while meeting the expectations of parents and retailers in today’s dynamic market.

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2026 E

IM FIRST T

Wigston Global

0740 260 1402 | ben.cornwell@wigstonglobal.com

Stand UN35

EXHIBITOR

After a year of rapid development, expanding licences and category growth, Wigston Global enters the new season with its most innovative, colourful and commercially sharp portfolio to date. From standout hero launches to new directions for world-famous brands, visitors will find a company ready to shape a breakout year across creative play, collectibles and early learning.

This year’s overarching theme is simple: bold concepts, brilliant value and hands-on fun across every category. Retailers will see a business tuned into the biggest trends driving the industry right now: the Kidult boom, the love of mini food collectibles, the growing interest in tactile learning tools and the strong return to high-quality wooden play.

The star of Wigston Global’s 2025 showcase is MGA MiniVerse Bake It to Make It – Foodie Erasers, a range already creating a buzz thanks to its clever combination of creativity, collectability and foodie fun. Sitting at the intersection of craft, miniatures and stationery, the concept has proved to land instantly with both kids and Kidults.

Each kit includes a detailed silicone mould and four bright colours of Wigston Global’s specially developed oven-bake eraser clay. Users shape their foodie masterpiece, pop it in the oven, and minutes later, they’ve created a fully functional eraser with real personality. With eight designs in a mixed CDU, strong repeat play and a shareable make process, the range naturally drives repeat purchases and performs brilliantly across stationery, toy, gifting and impulse zones.

Building on this success, Wigston Global continues to expand the world of MGA MiniVerse, now introducing adorable blind collectible plush, hyper-cute mini squishies and super-sized value boxsets like the DIY journal kit, loaded with creative tools and on-shelf impact. Together, these additions invite fans even deeper into the MiniVerse world, bringing soft collectibles, squishable minis and premium creative projects to life at price points built for everyday mass retail.

A major strategic push for 2025 comes from the expansion of Crayola into wooden toys, early learning and tactile educational play. This new collection captures the heart of Crayola with creativity, colour and confidence-building play in durable wooden formats ideal for pre-schoolers. The range features puzzles, lacing boards, shape sorters, wipe-clean tracing cards and early writing tools, all crafted to support fine motor skills, colour recognition and open-ended learning. With accessible price points and strong gifting appeal, Crayola’s new wooden and educational sets open the brand into early years channels, bookshops, value retail and school suppliers. Visitors can try the range at the stand, with hands-on demonstrations highlighting the educational and tactile benefits.

Running alongside Crayola’s growth is the ever-expanding Scentastics brand, entering 2025 bigger, brighter and bolder. Scentastics leans fully into what kids adore: big bold scents, vibrant colours and irresistibly tactile materials. The new lineup includes scented gel pens and glitter markers, scratch-and-sniff sticker books, bright and fruity modelling dough and super-scented slime and dough pouches as well as new surprise mini bags. The products are designed for immediate engagement. Children can pick them up, smell them and the products sell themselves. The product’s fast-paced, expressive energy makes Scentastics a natural high-margin performer across tills, clip strips, novelty aisles and impulse zones.

Fashion-driven creativity continues through the introduction of Rainbow High DIY, stationery and jewellery sets, giving fans the chance to personalise, design and make with the bold, expressive colour palettes the brand is known for. These sets add style-focused creativity to Wigston Global’s portfolio, with formats ideal for gifting, collectability and hands-on fashion play.

Further into the assortment sits the playful new Little Tikes Squishy collection, a nostalgic pre-school brand reimagined in soft, squeezable formats.

From character squishies to pocket-sized collectible items, the range delivers simple, joyful, comforting play at grocery-friendly price points, making it ideal for mass, value and toy specialist retailers.

With bold new launches, powerful licensed partners and a portfolio built around creativity, collectability and value, Wigston Global enters 2025 with remarkable confidence and a line-up primed to excite retailers and deliver volume across every channel.

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2026 Hunter Price

www.hunterprice.co.uk | home@hunterprice.co.uk

Stand Upper Level 110 Hunter Price International is preparing to unveil a huge new category focus for one of its established own brands at the 2026 London Toy Fair. Love the Look, Hunter Price’s successful accessories brand, will take centre stage at Olympia to showcase the company’s first-ever beauty cosmetics collection, along with many complementary product category extensions.

Significant investment has been made into Love the Look over the past 18 months to create an innovative new retail proposition, which offers a wide range of brand experiences and cross-category product opportunities. From 2026, the latest in trending and playful beauty cosmetics and accessories will be available. The new ranges will include individual cosmetics, make your own sets, jewellery, craft, styling supplies and more. Further details regarding the brand’s developments are being kept firmly under wraps until the big reveal in January.

Hunter Price’s pop-up playhouse at Olympia will also reveal the latest innovations across its hero pocket money toy brand, Toy Mania. The award-winning and ever-expanding brand family has become a destination for trend-led, impulse and pocket money toys. The whole Toy Mania brand portfolio will be present at the show, from fidgety fun with Sensory ToyBox, to creative compounds with Oozey Goozey and Putteez. The next generation of Toy Mania brands is also lined up to take the limelight. These will include Squish & Squiggle, Future Fidgets, 3DLabs and Taba. Each brand has its own distinct proposition and personality; from character-led to collectibles, futuristic to fashion-forward, trending to technology, Toy Mania is cornering all areas of the pocket money play market.

Mimomo will have its first Toy Fair moment. The blind box brand combines limited editions, surprise and storytelling to create a hero line of plush keychains and additional accessories.

Hunter Price will also unveil a series of new brands and ranges across stationery & creative play and arts & crafts. Taggeez swappable, stylish and school-ready stationery and accessories are back with a second season of collectible and taggable charms. Morumi will make its Toy Fair debut; the cute, crafty pets are pitched to become the next crafting craze. The brand harnesses a make-your-own concept with real character and creative storytelling capabilities. Create and customisable stationery brand Beadify is back, with a playful and personalised proposition for the new year.

Within Hunter Price’s licence locker, the team will reveal a host of high-profile partnerships for the year ahead, with exclusive first looks at collections for Lego, Fuggler, Crayola, SpongeBob SquarePants and more.

Hunter Price’s commitment to its customers this year is to create and collaborate more closely than ever and deliver personalised retail propositions that truly connect with shoppers.

The company aims to build its brand stories and campaigns with its customers: from impactful packaging plays and in-store presence that can’t be ignored, to promotions and attentiongrabbing creative comms which drive awareness and action.

The Carat Shop

01279 442 528 | www.trade.thecaratshop.co.uk info@thecaratshop.co.uk

Stand Upper Level 160 The Carat Shop will return to Toy Fair London for the fourth consecutive year. As it continues to progress as one of the leading wholesale manufacturers within officially licensed jewellery, accessories and gifts, the team is proud to showcase existing and brand-new products.

Whilst The Carat Shop only started with a few brands including Harry Potter and Lord of the Rings, it has now branched out to a variety of different licences. Today, it works with 18 brand licences and its always looking for opportunities to expand. In recent months, it has introduced collections including Molang, Miffy, Hello Kitty and the Football Clubs Collection, incorporating the Premier League clubs in addition to Real Madrid. Having this broad selection has enabled The Carat Shop to expand its range and cater to different audiences.

Following the success of the Wicked Accessories collection that was launched last year in anticipation of the Wicked movie, The Carat Shop is excited to launch another collection for the sequel Wicked: For Good. This collection will include the goat professor, Dr. Dillamond, and the signature location from the film, Munchkinland. The Carat Shop has also created charm bracelets inspired by the protagonists, Glinda and Elphaba, both of whom enjoy strong, dedicated fan bases — together and individually.

The Carat Shop will continue to launch new Harry Potter products, expanding on its existing range. The company is looking forward to seeing the reaction to its Velvet Tote Bags, Velvet Jewellery Boxes and Gift Sets. The Jewellery Boxes can be used at home or packed for travel whilst the Velvet Tote Bags blend Hogwarts magic with everyday practicality. Due to the popularity of the company’s signature Advent Calendars, including the 2025 Diagon Alley Calendar, The Carat Shop will be releasing another calendar, which it is currently keeping top secret.

As it marks its fourth year exhibiting at Toy Fair London, The Carat Shop plans to bring even more magic to the show and will be welcoming a magician to its stand once again. The company received great feedback about the magician last Toy Fair, so will bring him back to perform small tricks for visitors. The team will also be on the stand to discuss visitor’s goals and how The Carat Shop can help assist their business.

The Carat Shop remains committed to delivering quality licensed products and strives to be a leading choice for those sourcing high-quality, officially licensed jewellery, accessories and gifts. The company will be glad to welcome visitors to its stand to see what it has been working on and gain an understanding of its future in 2026.

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2026 Simba Smoby

01620 674 778 | www.smobytoys.co.uk sales@simbasmoby.com

Stand B50 Simba Smoby UK’s London Toy Fair preview has many new lines to debut, including new Disney plush pals; innovative, cross-category launches; additions to the Smoby Life collection and more.

After multiple years of consistent growth within the Plush category, Simba's extensive Disney Plush portfolio now welcomes Disney YuYus, a collectible line of plush vinyl face charms that combine style, nostalgia and self-expression.

The launch collection features two beloved Disney franchises: Disney Lilo & Stitch and Disney Winnie the Pooh. Each range includes nine charms to collect, including one mystery figure. Among the designs are Disney 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 attached, making it easy to clip the charm to bags, backpacks or keys. The blind box format also adds an element of surprise.

Last summer’s box office smash hit, Disney Lilo and Stitch, inspired a new generation of fans, and Simba’s 2026 plush range now introduces the all-new Live Action Stitch with Lei. This cuddly companion stands at 25cm tall with a refreshed pose, fully embroidered smile and a soft, high pile, ideal for cuddles.

The best-selling Smoby Life range will also see new releases, with fresh playhouses and activity lines introduced this year. Following the success of the Mud Kitchen, the Mud Cooking House joins the range. This play area will offer kids more creative space to get messy and explore nature; with enough room for two, it comes with 16 functional accessories including removable work trays and a water tank. Made from 50% recycled plastic, it also gives families a greener choice while delivering on quality, durability and style.

Also launching in Q1, Motor Mutants is an offering that blends slime, surprises and vehicle play. These collectible mystery eggs from Dickie contain over 15 unique surprises. Kids can unbox and assemble the vehicle parts inside to reveal which 3.5-inch Motor Mutant vehicle is theirs, and Series 1 offers 10 City Invasion-themed styles to collect. In store, the Motor Mutants offers loud branding and fun, vibrant POS options to grab attention. With a pipeline of three series already in the works, Motor Mutants promises continued collectible fun.

With great anticipation for the new Disney and Pixar Toy Story 5, scheduled for release this June. Simba’s stand will allow buyers and retailers able to get a first look at the new Toy Story range, with new character plush as well as new diecast cars, figures and RCs. 2026 is also a big year for Star Wars. Not only is there a new movie, but the franchise will be joining the Jada line-up. Iconic Star Wars characters in pocket-money die-cast form make up the Star Wars NanoFigs Blind Bags collection, and larger scale fun comes in the shape of the 2.5-inch Star Wars Metal Figs. Buyers can choose from Stormtrooper, Darth Vader, Boba Fett and R2D2 in Series 1.

1:32 and 1:24 scale Star Wars cars are also in the pipeline, as well as the Porsche 911 (992) GT3 RS 1:24 with Darth Vader. This features opening doors, a hood and a trunk, plus a diecast character figure. There are also three other vehicles in this scale.

Smart Zone

0852 3741 2867 | info@smartzone-hk.com

Stand F25

Smart Zone will introduce Flippers, its cleverly designed pre-school line of toy vehicles, at London Toy Fair 2026. Designed to combine fun, skill and collectability, Flippers is a dynamic play concept that blends both fast-paced action with distinctive play features. The range features vehicles with vibrant designs, durable materials and easy-to-learn mechanics that encourage creativity and skill development. With an easy twist of a knob, Flippers can turn from one vehicle to another, and children can marvel at the magic before their eyes. The simple flipping action provides endless tricks and challenges, and high-quality, child-safe materials offer long-lasting, durable play.

Flippers are also ideal for on-the-go fun and impulse repeat purchases. Their compact size encourages play anywhere, at any time, and the range of designs and diverse colour schemes available encourage repeat purchases and collectability.

The initial launch of Flippers will include four styles, each with distinctive designs and packaging. Global rollout is planned for 2026, including retail availability in the UK. Smart Zone will back Flippers with a strong marketing campaign, including social media activations, influencer partnerships and video content to drive customers into stores.

Visitors to the Smart Zone stand at London Toy Fair can expect live demonstrations of Flippers in action. Those interested in finding out more about these and the rest of SmartZone’s range are encouraged to visit the stand at Toy Fair or contact the team using the details above.

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BTL DIFFUSION UK Ltd. Graeme Hargreaves contact@btl-diffusion.co.uk +447399 511 290 London Toyfair - Downstairs - Stand E46

2026 Basic Fun!

0118 925 3270 | www.basicfun.com | bfuk@basicfun.com

Stand N15 Basic Fun!’s Toy Fair stand will be in an all-new location that is bigger and better than ever before.

The expanded space brings together brand-new collections and a wealth of newness on existing brands, creating an immersive showcase of collaboration, creativity and innovation to inspire buyers, deliver strong retail opportunities and highlight how the portfolio continues to evolve while building on muchloved brands.

There are strong developments across the Care Bears portfolio, with introducing Caring Cuties and Sugar Cuties for spring, both tapping directly into hot trend themes. These all-new 15cm collectibles feature custom clips for on-the-go fun and blind packaging to drive repeat purchase. Sugar Cuties delivers sugary sweet styling with pom pom ears and a cotton candy scent for strong sensory appeal, while Caring Cuties captures the feel-good factor with irresistibly cute designs.

Licensing collaborations continue to be a major highlight across the Care Bears brand, with collaborations continuing into 2026. Following the sellout success of Wicked and Stranger Things, spring will see the launch of Harry Potter to mark the 25th anniversary of the popular franchise.

Licensed play continues with Tonka as the brand evolves with new play patterns and bold collaborations. A high-energy Transformers partnership will add action appeal, while Stretch Armstrong meets WWE in a crossover that blends nostalgia with modern play. The portfolio also features Dungeons and Dragons Questors collectibles, revealed exclusively within a top-secret, invite-only room on the stand. There is something for everyone, including Kidult range Micro Teenies, adding Gremlins and Poppy Playtime into the micro collectible space, as well as innovation in Lite Brite as it heads into a Lite Style Brand, and a new Mr Potato Head collaboration.

There is also much to celebrate across the wider portfolio, including standout distribution partnerships. IMC Toys brings innovation with Foodies, a collectible creative plush range designed to encourage kids to create and display their own tasty treats. Play with purpose continues through Cry Babies, where nurturing, sleep-routine focused play encourages comfort, empathy and calming bedtime habits. This is complemented by the Eat n Go Puppy from Baby Paws, combining interactive care play as children feed, nurture and clear up their puppy’s poop. Creative and fashion-led fun is also strongly represented through the Fashion Angels portfolio, from the iconic Fashion Plates to contemporary creative ranges, DIY jewellery, beauty sets and fashion trend-driven portfolios, delivering hands-on creativity with strong gifting and self-expression appeal.

For more information about the Basic Fun! UK’s 2026 portfolio, which benefits from the support of a huge programme of marketing activity, please contact UK Sales via the details above.

EXG Pro

www.exgpro.com info@exgpro.com

E M I T T S R FI

R O T I B I H X E

Stand N5 After an exceptional 2025, EXG Pro moves into 2026 with strong momentum, continuing to build its reputation in fan-fuelled, licensed pop culture collectibles. The company’s Fan First Pop Culture Collectibles philosophy runs through every product, bringing together genuine character expression with everyday practicality. With new licensing partnerships and a wider product roadmap, the company is gearing up for one of its most ambitious years yet.

Cable Guys remains the heartbeat of the portfolio and is a range people recognise instantly, which fans love to gift, collect and show off on desks, shelves and anywhere they can fit their devices. More than 20 new SKUs land in 2026, from refreshed icons to characters tied to major entertainment moments across the year. Staggered releases keep things fresh for retailers and fans alike, with each figure designed to hold phones, controllers and accessories while still looking great just standing there being itself.

A major new addition for 2026 is Peekos, a licensed nano phone holder range entering a rapidly expanding corner of the collectibles market. Peekos sits at the sweet spot between micro-collectibles and functional desk accessories, and fans can add a burst of character to their workspace without compromising on practicality. The compact format lends itself to impulse purchase behaviour, a fast-growing segment as consumers look for personality-led desk items. Peekos gives retailers a new entry-level proposition backed by strong franchise breadth and flexible merchandising options.

Alongside Cable Guys and Peekos, 2026 introduces new sub-brands that let fans further tailor their spaces. Compact companions, modular add-ons and stylised mini-formats broaden price points and give retailers flexible, character-led ways to build layered ranges that appeal to every kind of collector.

Returning for 2026, the Cable Guys Pro series continues to expand the brand’s offer at the premium end without overshadowing the core line. Pro is designed for fans who want bigger sculpts and a little extra presence on the shelf. This year’s headliners include limited editions and fresh functional twists, with hero characters like Miles Morales and The Mandalorian showing exactly how big and bold the Pro series can go while staying true to the same Fan First principles that define the whole portfolio.

To support the growing product ecosystem, EXG Pro backs its partners with a robust mix of marketing and trade assets. Social-ready content, lifestyle photography, influencer activity and retailer-specific packs help ensure every launch gets the spotlight it deserves. Seasonal bursts and entertainment tie-ins keep the momentum going and make sure fans always have something new to talk about.

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2026 Hachette Boardgames UK www.hachetteboardgames.co.uk contact@hachetteboardgames.co.uk

Stand Upper Level 123 At Toy Fair 2026, Hachette Boardgames UK will showcase one of its most ambitious and diverse catalogues to date. With new partnerships, exclusive UK launches and proven bestsellers, the team is ready to welcome show attendees to the Hachette stand for a preview of the year ahead.

The recently announced partnership with PlayPunk will bring the international hit Captain Flip, its Isla Bomba expansion and the 2025 release Zenith into the Hachette portfolio. The brand will be available on the stand, offering buyers an excellent opportunity to get hands-on with these proven and upcoming successes. Another major highlight is Wispwood, an elegant polyomino family game for 1–4 players aged 10+, playable in 45 minutes. Following the exclusive UK launch agreement announced with CGE in December 2025, Wispwood is poised to become a key family title for retailers this year.

From Gigamic, the newest addition to the iconic wooden abstract line, Qomet, channels the timeless appeal of classics like Nine Men’s Morris. In this refined two-player strategy game, opponents race to form a square with their star-shaped pieces. Fans of Akropolis can look forward to Akropolis: Pantheon, the second expansion to the acclaimed tile-layer. Pantheon introduces a cooperative mode, adding new strategies while remaining accessible.

Fresh from Scorpion Masqué, the hit two-player duel, Tag Team, is expanding its universe with an Arthurian Legends-themed first expansion. Launching later this year, it adds new characters with more unique powers, enhancing the depth and replayability that made the base game a standout seller. A larger box game, Mythologies, is a richly illustrated and thoroughly researched tableau-builder in which players develop mythologies. With its distinctive drafting mechanism and a brisk playtime of only ten minutes per player, Mythologies promises high engagement with low downtime.

Hachette’s trick-taking lineup shines with two new team-style games: Omens, a limited-communication team game with tarot-sized cards, and Moustache, a fast, colourful title in which teams change, and rules evolve every round. Both offer strong shelf and table appeal, as well as broad potential for families.

Hachette will debut Pick ’n Packers from Oink Games. In this compact, cooperative balance game, players team up to deliver a stack of presents via drone. Its festive theme and small footprint make it a standout stocking filler. Also showcased will be flagship 2025 lines, led by the award-winning MicroMacro: Crime City series, including the popular The Funfair and The Home Game jigsaws. In addition, Gwent: The Legendary Card Game remains a top priority following its exceptional 2025 performance, with ongoing marketing support for stockists.

Carrera Revell

01296 660 291 | www.carrera-toys.com | office.uk@carrera-revell.com

Stand Upper Level 100 With Carrera having recently marked its 60th anniversary and 2026 being the landmark 70th anniversary of Revell Germany, Toy Fair visitors can be assured of an expansive assortment of innovative products from Carrera Revell that can only come with years of passion, dedication and market expertise.

2026 promises a vast array of licence-led products in slot racing, radio control and model building of all kinds. Carrera’s recently introduced Hybrid AI-integrated racetrack system will see new car assortments in multiple liveries from Ferrari, Lamborghini and more, plus new track accessories. The company will also preview its new Disney Stitch and Formula Kidz Carrera First slot racing sets for pre-schoolers with action elements to add to the fun. The First range features Mario Kart, Paw Patrol and Spidey and His Amazing Friends. Also for pre-schoolers, Speed Arena, the go anywhere, race-in-a-case slot racing system, will see new releases for Formula Kidz and Mario Kart World.

Battery powered as standard for on-the-go convenience, Speed Arena can also run using mains power or via a conventional powerbank. Carrera Go!!! will see new releases for favourite teams in Formula 1, Sonic the Hedgehog CrossWorlds, Lilo & Stitch and anime series Tenchi Universe, plus enhancements to the Go!!! track itself to increase play value and provide a more convenient power supply.

Carrera RC radio control 2026 will see additions to the Sonic the Hedgehog range with new CrossWorlds selections, the ever-popular Mario Kart range will see the addition of significant Mario Kart World items, and Carrera will introduce new items built around the football World Championships.

The book nook craze for builders/crafters, and especially the Kidult category, continues, and 2026 releases to the Tiny Adventures range will include additions to Harry Potter, plus new licences for Bridgerton and Star Wars, all including mood-enhancing LED lighting. The new fragranced Creative Wood Art Flowers range offers elegance and parts finesse with an integrated vase for display. The vase also offers a blank canvas for additional decoration.

Also from Tiny Adventures, a new range of licensed Wooden Wall Frames features 3D elements and LED mood lighting. The recently launched Brick System assortment of premium licensed models will add to the already successful U-96 Das Boot submarine with releases from Boeing, Top Gun, Iron Maiden and more. Plastic model kits have much more coming this year too, with licences galore.

The Build & Play range for ages 4- 6+ will see new releases from Monster Jam. These iconic models are made of stronger plastics and can be played with once assembled. Each Monster Jam release will include a sound module with batteries included. The Click System range of non-glue/non-paint display models will welcome brand-new additions with F1 and Fast & Furious, coinciding with the 25th anniversary of the brand. In conventional glue kits, Carrera has new glue/paint-inclusive Starter Kit sets, 25th anniversary Fast & Furious cars, The Mandalorian & Grogu movie vehicles, plus new releases in the expansive Accessories range of glues, paints and tools.

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2026 Kayes of Cardiff

029 2036 3678 | www.kayes.co.uk | orders@kayes.co.uk

Stands E10 (Orchard Toys) and E9 (James Galt) Kayes of Cardiff will be present at Toy Fair 2026 with Orchard Toys on stand E10 on the ground floor, and with James Galt on stand E9. In conjunction with Orchard Toys, all the new introductions for 2026 will be on view, building on the successful range of popular educational and play products. A packaging refresh and a host of new lines will be on display at Toy Fair, and visitors are invited to check them out.

Team Kayes enters the new trading year with new partnerships, as well as long-standing existing ones, to support the range offered to its vast network of independent retailers. Over the last four years, Kayes has seen its new distribution partnerships with Orchard Toys, Mattel and James Galt flourish and grow, adding to the existing portfolio. This momentum will continue in 2026, with announcements due in the first quarter of further new partnerships to add to the growing list of ranges available to retailers under one roof and supported by an active sales team.

Kayes is servicing a vast amount of independent retailers throughout the United Kingdom with branded and pocket money toys through its sales network of representatives and agents, along with the sales team based at its Cardiff HQ, where its large showrooms and hospitable atmosphere welcome customers from all over the country. Kayes is proud to be a leading supplier to the Toymaster Group and the AIS group of independent retailers. The distributor also supplies many Garden Centres, Book Shops, Chemist Shops and Leisure attractions with a wide selection of branded products.

In addition to previously mentioned key brands Kayes also offers Sohni-Wicke, Bruder, Britains, HTI, Ravensburger, Brio, Falcon, Jumbo, Infantino, Halilit, Lamaze, Tomy, Schleich, Basic Fun, John Adams, Casdon, Bladez Toys, with ranges spanning characters such as Thomas the Tank Engine, Peppa Pig, Sooty, Disney Princess, Gruffalo, Harry Potter, Paw Patrol, Bluey and Winnie The Pooh.

Kayes specialises in servicing the independent sector, giving retailers the opportunity to access a plethora of major brands in small quantities at competitive prices. The company also has vast experience in supplying Christmas Grottos of all sizes and tailoring its support to a variety of parameters; whatever is required by the retailer, making it an ideal choice for returning and new customers.

Little Concepts

www.littleconcepts.co.uk | hello@littleconcepts.co.uk

Stand B44 UK distributor Little Concepts will unveil a powerful lineup of new products at Toy Fair 2026, headlined by two hero launches: the CandyLab Candycar Roadworks – Jump Playset and the Moluk Bilibo Midi. These key lines anchor one of the company’s strongest collections to date, supported by new die cast offerings, sensory-rich play accessories and an innovative modular dollhouse concept.

Three years in development, the Candycar Roadworks system is the first-ever two-lane modular toy track for the 1:64 model world, powered solely by gravity. Generously sized to accommodate most die cast cars, the Roads system allows children to build endlessly expanding layouts with smooth play flow and a premium, design-driven aesthetic. As a hero product for 2026, the Jump Playset brings action-packed play to this beautifully engineered wooden track ecosystem. The launch will be supported by in-store marketing material and a social media marketing campaign.

Expanding the iconic Bilibo range, the Moluk Bilibo Midi serves as the perfect bridge between the Mini and the Classic. Designed for toddlers and younger siblings, it offers ample room for spinning, wobbling, sitting, scooping, filling and imaginative role-play. Lightweight, durable and available in six classic colours, the Midi supports sensory development and open-ended exploration, core values of Swiss brand, Moluk’s play philosophy.

The CandyLab Candycar Toons – Tokyo Heat 4-Pack is a vibrant new take on CandyLab’s wooden die cast universe. The Toons series delivers sturdier, more colourful and more affordable vehicles, still wooden, still die cast and still unmistakably CandyLab. The Tokyo Heat 4-Pack pays homage to Japanese car culture with four bold, collectible designs ideal for gift, impulse-buy and display merchandising.

Moluk Bilibo Dots introduces a new way for children to sort, count, spin, flick, collect, thread and imagine.

With the familiar Bilibo ‘eyes’ and soft curves, each set includes a rainbow assortment of tactile counters plus a cotton pouch for on-the-go play. A natural complement to every Bilibo product, the Dots extend the brand’s ethos of connecting play, learning and imagination.

Launching a new world of modular dollhouse play, Roomies invites children to build, rebuild and reimagine their dream home endlessly. The Play&Create set include a colourful, modular wooden structure, a characterful doll, a versatile living space and a bright rooftop studio packed with art supplies and creative charm. This system encourages open-ended storytelling, construction skill and room-set collectability, making it an ideal new line for 2026.

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2026 Orchard Toys

01953 859 539 | www.orchardtoys.com sales@orchardtoys.com | orders@kayes.co.uk

Stand E10 Orchard Toys will unveil a new lineup at Toy Fair 2026, showcasing seven brand-new games and puzzles joining its best-selling core range.

The recently launched Baby and Toddler collection will also see new additions and Orchard Toys will reveal that its popular Bluey licensed range is expanding with two new titles arriving later in 2026.

Orchard Toys continues to focus on products made for little hands and busy parents, combining lasting quality with learning value. For retailers, the 2026 launches offer opportunities across key preschool categories, with products that captivate children, appeal to parents and gift buyers and deliver reliable shelf standout.

The hero launch for 2026 is Troll in a Hole, a laugh-out-loud adventure where players cook up a stinky stew in an entertaining and interactive race to collect colourful bug ingredients for King Troll. Children move their troll along the illustrated pathway, digging in the swamp, dodging frogs, swapping slime cards and squelching in splatberries, before leaping their troll into the 3D hole.

This double-sided 3D board game includes two ways to play, offering a choice between collecting the most bugs or turning over the board for a colour matching game.

As well as delivering fun and high repeat play value, Troll in a Hole supports key developmental skills including counting, number recognition, colour matching and turn taking. Suitable for ages four and up, it works equally well as a family game or classroom resource.

Further strengthening its core educational lineup, Orchard Toys introduces Tell the Time Puzzle, an interactive jigsaw, clock and activity set that helps early learners build confidence with both analogue and digital time telling. The 24-piece jigsaw includes a removable clock face with moveable hands, supported by a large poster and 12 learning aid cards for children aged four and over.

For younger players, Tractor Tractor is a simple first matching and early memory game for children from two years. With 28 chunky cards showing brightly coloured tractors driven by friendly farm characters, it supports colour recognition and turn taking. Alphabet Bingo brings an alphabet-themed bingo activity to the range for children from three years. There are four ways to play that grow with the child, from picture matching to recognising letters.

Also joining the core range are Five Little Ducks, a first counting board game based on the classic nursery rhyme, First Dino Friends, a set of two brightly coloured dinosaur-themed puzzles for ages two and up and Fairytale Castle, a 75-piece shaped floor puzzle featuring storybook characters.

Joining Orchard Toys on stand will be Bluey, helping to bring the fun and educational Bluey licensed collection to life.

Retailers placing orders at Toy Fair for £400 net and for delivery before 27th February 2026, will receive a free stock pack at a value of £104.96 (SRP), consisting of the new lines - two each of Troll in a Hole, First Dino Friends, Tractor Tractor, Five Little Ducks and Alphabet Bingo.

Orchard Toys is also offering POS support to help increase brand presence in store and retailers can contact their account manager for details.

FKA Brands

07970 779 842 | philip.onion@fkabrands.com

Stand UN36 MotorDayz is set to unveil its lineup of innovative, modern RC cars at the upcoming 2026 London Toy Fair. The MotorDayz team has decades of collective experience in the RC car industry, equipping them with the expertise to design miniature versions of the hottest rides on the road (or trail), featuring maximum power, speed and style.

In collaboration with Adventure Force, the 1:64 RC Mustang, Bronco and Corvette take the title as the smallest in the MotorDayz fleet. At less than 3”, these full-function radio control Nano Racers may look tiny, but they move fast. Featuring realistic body details and colours, Nano Racers make the perfect starter ride for novice collectors or great gifts for children aged 5+.

Enhanced by working headlights, these tiny trailblazers can be raced on a desktop, in the kitchen, or on a driveway - anywhere with a hard surface can be a racetrack. The controller uses 2.4GHz radio technology to sync up to six RCs interference-free easily.

The 1:24 Mustang GTD, Corvette ZR1 and Nissan Z 1:24 RC cars are crafted for full-throttle fun for the whole family. Ideal for indoor or outdoor racing, with a range of up to 100 feet using the simple transmitter, fans can enjoy the freedom to race far and wide; and when they’re close to the finish line can turn on Turbo Boost for an acceleration burst. Players can also run six similar RCs interference-free, plus easily sync to new vehicles with the 2.4GHz radio frequency. This range makes a great gift for children aged 4+.

There’s off-road action too with the super-powered, super-sized 1:8 Radio Control Baja Brute Buggy from Adventure Force. With improved handling and high speed, this Ice Blue Brute can endure demanding terrain with ease. The pistol grip remote offers simple control, with a range of up to 100 feet with no signal dropout. 2.4GHz wireless radio technology allows up to six vehicles to operate on the same frequency interference-free, plus LED headlights help racers see and be seen in low light. The Baja Brute Buggy is recommended for children aged 6+.

Every MotorDayz RC car is constructed for adrenaline-filled, action-packed adventure, with quality and durability at the forefront. Toy Fair attendees are encouraged to visit MotorDayz at its stand for a behind-the-scenes sneak peek at the full range set to reach retail stores in 2026.

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2026 Maison Battat

www.battatco.com | sales@battatco.com

Stand N1 Maison Battat Inc has launched three new brands across the US, UK, European, Australian and New Zealand markets. This marks a significant milestone for the company as it ventures into the rapidly growing Kidult segment.

With a legacy of creating high-quality, imaginative toys that span early childhood to pre-teen years, Maison Battat is now broadening its reach to appeal to older kids, collectors, hobbyists and adults who embrace play and creativity as lifelong pursuits. The three brands debuting this season, Arkitec, Mr. Pa, and Laura Girl, reflect a response to evolving consumer demands, particularly the rising appetite for collectibles, DIY experiences and expressive lifestyle products.

Leading the trio is Arkitec, a Maison Battat original. This 3D wooden buildable line combines construction, problem-solving and artistic design into one satisfying hobby experience. From iconic landmarks and urban cityscapes to lifestyle scenes with fine detailing, lights and movement features, Arkitec builds are as enjoyable to create as they are to display. Targeting a broad audience, from families and travellers to Kidults and serious hobbyists, Arkitec offers a tactile, screen-free activity that doubles as stylish décor. As the manufacturer of the Arkitec line, Maison Battat brings its hallmark quality and thoughtful design to every piece.

Maison Battat also presents two Asian collectible sensations through an exclusive distribution partnership with Toy City. Mr. Pa is a loveable panda character brought to life through a range of items including figurines, plush keychains and coin purses, while Laura Girl is a clown-inspired character line designed in the popular kawaii aesthetic. Laura’s collection includes PVC outfits, plush items, earphone carriers and cake toppers, making it a perfect fit for fans of character-driven lifestyle collectibles.

With playful charm and expressive appeal, both brands are ideal for kids, Kidults and collectors alike. The items blur the line between toy and lifestyle accessory, speaking to today’s consumer interest in products that offer both fun and self-expression.

With the introduction of Arkitec, Mr. Pa, and Laura Girl, Maison Battat is not only expanding its age demographic but also reinforcing its position as a versatile and forward-thinking player in the global toy industry.

As well as at London Toy Fair, retailers and industry professionals interested in exploring these new lines can visit the Maison Battat team at its permanent showroom in Hong Kong as well as at Nuremberg Toy Fair and Melbourne Toy Fair in 2026.

To learn more or book an appointment, contact the Battat sales team using the details above.

Zimpli Kids

0845 459 1818 | www.zimplikids.com | sales@zimplikids.com

Stand B42 Zimpli Kids will return to London Toy Fair 2026 with a fresh line-up of sensory, creative and wellness inspired products that promise to brighten routines and spark curiosity.

Zimpli Kids’ star launch this year is Baff Buddies which begins with the heart melting Mama and Baby Otter. Mama Otter floats gently across the water, holding her baby close and releasing a lavender bath bomb that fizzes into a soft purple swirl. The colour feels dreamy, the scent feels cosy and the calm drifting creates sweet sensory moments children instantly connect with. Baby Otter also squirts water, making the whole experience comforting yet interactive.

Otters are playful, cuddly and naturally soothing which makes them the ideal pair for encouraging children to unwind without screens. Each pack includes three dermatologically-tested lavender bath bombs, giving families a simple and mess free way to slow down after a busy day.

Zimpli Kids will also introduce new additions across its wider ranges, starting with an addition to its Baff Paints collection called The Baff Paints Activity Set. The new Baff Paints Activity Set turns any play space into a mini art studio using colourful paint sticks, fun shaped stamps and a waterproof book that children can doodle in anywhere and at any time. The Paint sticks glide smoothly on bathtubs, tiles, trays, books and more, with every surface then wiped clean with the included sponge, ready to be reused. It is playful, creative and made to inspire imagination beyond the screen.

Visitors to London Toy Fair will also get a sneak peek at Toxic Tubz, a bold and brilliantly silly new concept packed with wacky sensory effects and unexpected reactions.

Fans of character collectibles can look forward to the latest addition to Zimpli Kids’ licensed line up, with a Peanuts Snoopy licensed bath bomb that hides one of six figures to discover.

There is much more to come but Zimpli Kids is saving the biggest surprises for the show floor, with innovations, live demonstrations and show offers.

Zimpli Kids invites retailers, distributors and partners to visit its stand, discover what’s new for 2026 and see how its ranges can spark excitement, creativity and sensory wonder across catalogues. Those interested can also contact Zimpli Kids using the contact details above.

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2026 Mojo Fun

01422 413 674 | www.mojofun.co.uk | sales@mojofun.co.uk

Stand Upper Level 141 This year marks a true coming of age moment for Mojo Fun, one defined by elevated quality, refined sculpting, enhanced paint techniques and a renewed commitment to building the most engaging and accessible animal figurine range in the industry.

Across Mojo Fun’s core Wildlife, Prehistoric, Farm, Pets and Horses lines, visitors to London Toy Fair will notice the attention to detail. Sculpt details are sharper, proportions more accurate and paintwork more nuanced and naturalistic. It is the strongest, most complete range the brand has offered to date.

2026 also marks the debut of a project Mojo Fun been working on for some time. At London Toy Fair, the brand will unveil The Enthusiasts Collection, a premium boxed series created specifically for hobbyists, nature lovers and dedicated collectors. This new collection represents a major evolution for Mojo Fun with higher grade sculpts, intricate paint application and stand out packaging. Each model comes with a unique QR code, offering information on feeding habits, geographical location and general information on each species, along with quirky facts. The bird series also contains an audio file with the song specific to each bird species, adding to the educational aspect. Series one launches with two distinct ranges: Garden Birds and Koi Carp.

The Garden Birds series celebrates the familiar species that brighten our parks, gardens and woodlands, from vibrant British songbirds to striking European visitors. Each figure features meticulously researched feather patterns and refined colourations, adding to the unique charm of the collection. The Koi Carp series explores one of the world’s most iconic ornamental fish. These fish feature classic Japanese patterns that, in some cases, have taken over a hundred years to perfect. Sculpted in a style that captures their movement through water, these models showcase the beauty of the highly prized fish. Collectors, aquarium enthusiasts and hobbyists alike will find these models both beautiful and collectible.

The Garden Bird series II will be released in the second half of the year. This series features a number of North American songbirds as well as some classic favourites such as Woodpeckers and Jays. Both ranges launch officially at London Toy Fair 2026, where visitors will be the first to see the full Enthusiast series in all its glory. Retailers will also be able to preview future waves and explore how the Enthusiasts Collection could fit into toy, gift, garden, hobby and premium retail environments.

To see what Mojo Fun has to offer, stop by its stand at London Toy Fair or contact the team using the details above.

Posh Paws

0126 856 7317 | www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk

Stand B60 Posh Paws will be showcasing new licences at Toy Fair, starting with a trend-led range of plush toys, bag charms and collectible blind boxed gifts based around the PowerPuff Girls. The popular PowerPuff Girls franchise continues to lead the way with its fashion-led creativity and nostalgic appeal, and Posh Paws has developed products that tap into the heart of the brand and appeal to consumers of all ages.

This July, the Minions return to the big screen, and at London Toy Fair, Posh Paws will be unveiling its brand-new range of soft, squishy plush toys and collectible bag charms which feature the new movies’ characters in fun, trending designs that kids and adult fans will love.

Posh Paws will also be releasing new plush products inspired by one of the biggest reality TV shows in Britain: The Traitors. With The Celebrity Traitors taking the country by storm last autumn and the fourth series airing now, Posh Paws will be releasing a range of plush gifts dressed in the distinctive green cloaks that fans will want to get their hands on.

The hit Netflix series One Piece also returns this March and Posh Paws is adding to its top-selling range for anime and pop-culture plush with new characters that have been developed from the popular series and complement the classic anime-style plush toys. The new plush toys have been designed to appeal to both long-time fans and those new to the franchise.

The boom of Kawaii-themed products continues to drive consumer purchases and collectability, and Posh Paws will be showcasing new additions to its top-selling Kawaii Kuties and Onikuma plush ranges, launching brand-new collection, Kanashiko, inspired by cute babies with vinyl faces, dressed in adorable plush costumes. The demand for blind boxes and surprise capsules has prompted the company to develop new plushies, bag charms, mini plush in surprise capsules, collectible figurines, keychains and more - great value pick-ups for till-points.

On the back of another successful year for Gabby’s Dollhouse plush, the Gabby’s Dollhouse movie and the brand’s 12th season on Netflix, Posh Paws has added to its range with brand-new characters for the new Fairylandia theme that will be introduced in the 13th season this March. A 10” Rainbow Fairy Kitty, Pandy Paws and Hamster Kitty in new, brightly coloured costumes and magical fairy wings are ready to order.

The Kidult sector continues to be a driving force in the market, and Posh Paws’ best-selling licensed gifting range, Swizzels Love Hearts, remains a favourite among collectors and those looking for beautifully made gifts with fun, heartfelt and inspiring messages. New plush released this month will include the soft and adorable Taco, Seashell, Leaf, Chicken and the cute pairing of two Cherries with the message I Cherish You. The Bloom Bunch plush assortment will also be released, offering consumers the chance to mix and match their own bouquets and create beautiful arrangements that will last forever.

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01773 570444 ■ sales@abgee.co.uk www.abgee.co.uk Visit us on B40

2026 One For Fun

01416 132 525 | www.oneforfun.com | sales@oneforfun.com

Stand E49 One for Fun’s company name embraces its diverse product portfolio, which spans everything from nursery, pre-school plush, pocket money, sensory, collectibles, radio control, vehicles, collectors’ models, outdoor, games, traditional and tech, all in one place.

Last year saw F1 the movie, starring Brad Pitt, bringing even more F1 fans into the fold, and Netflix is planning to release popular F1 docuseries, Drive to Survive, in Spring 2026, further adding to the fan frenzy. One for Fun is the only distributor of Maisto and Bburago, creators of highly detailed F1 models, and fans of F1 are expected to embrace the new F1 kits, including exclusive 1:24 modelling kits so collectors can build their own car, with the relevant driver. Detailed collectors’ vehicles available include the 1:43 scale diecast model of the McLaren MCL38 in Senna livery with Lando Norris, which captures the essence of McLaren's tribute to Ayrton Senna. With intricate detail, the model honours both the legendary driver's legacy and the cutting-edge technology of McLaren's 2024 F1 car, making it an exceptional collector's piece.

Also for 2026, new 1:64 kits will showcase the most popular teams and their drivers, including Ferrari with Leclerc, Ferrari with Hamilton, Mercedes with Russell Driver and McLaren with Norris. An eye-catching point of sale 12-piece dispenser is available, containing a mix of these drivers and cars.

For 2026, One for Fun is introducing a vast new range of sensory and ASMR products across its Tobar and HGL brands. As sensory, fidget and food continue to be hot trends for 2026 HGL is adding to its pocket money line up with lots of squishy, squeezy stretchy impulse buys, such as the new Sea Sheep cute Mochi squidgy creatures, inspired by real marine life. Famous for introducing 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, all items in the collection are perfect for desk or pocket.

Social media sensations, 3D printed Dragons and key chains, have also joined the line up alongside a new range of Slime and Putty with new additions to the MYO Food slime. The awardwinning Pick n Pop putty, with a massive following on social media, has new themes including capybara, axolotl and bear paws. Charms and crystals allow beads to be popped out of silicone, making an immensely satisfying ‘pop’. HGL’s latest collectibles include blind bag collectible capybaras, cats, fluffy buddies and fluffy freaks, plus new K-Pop blind bags, which come in an eye catching concert bracelet FSDU, and Brainrot trading cards, plush and standard key chains.

Tobar is embracing Taba for next year; the sensory squishy trend has taken social media by storm, and soft, pliable, slow rising squishies with a Tobar twist will include grey koalas, a Highland cow, Tic Tac Toast and a Scrunchems sticky squishy puzzle cube. Mini Super Squishy Stickers double up as stickers to adorn hands, windows, mirrors – or anything at all, while new Mystery Taba Squishies offer blind bag excitement, with the added chance to find an ultra-rare glitter character. All new squishies have an emphasis on ASMR – 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 Scrunchems Bingsu Bead ball, full of textured beads and that soothing ASMR sound. The Sugar Sensory Ball combines a gradient design with tactile fun. With Ducks trending, the Duck Squish Ball is expected to be popular with a mini resin duck floating in a pond of squishy fun. The ASMR square is full of tactile, squeezable beads in two different colourways, and is perfect for sensory stress relief. The ASMR rainbow unicorn follows the same beaded scrunchable form, as does the Scrunchems ASMR squishball.

New Sugar Scrunchems offer 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. 2026 will see the introduction of new biodegradable slime, that is bound to be a hit with parents. 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. There’s a new cute sticky squishy range too, with lots of texture and sensory feel.

Elsewhere, the plush range of Animigos World Of Nature encompasses everything from a kitten to a capybara, and Ozbozz continues to create its famed outdoor ranges. This year will see the launch of new scooters with innovative technology. Traditional toys and games are still amongst the mix, with a new slant on old favourites.

Toy Fair attendees are invited to visit the stand at the show and see everything in One for Fun’s one stop shop.

Toytopic

www.toytopic.com | sales@toytopicgroup.com

Stand G94 Toytopic will be showing its latest licensed ranges, all available now, across its plush and plush accessories categories. Key licences include Paw Patrol, Sonic the Hedgehog, Snoopy, SpongeBob SquarePants, Dora, Sesame Street and Swizzles as well as several new licences to be announced at the show.

From the 2.5cm collectible Mini Palzzz’ plush up to the giant 100cm super soft plush and everything in between, Toytopic has plushies for all ages and at a wide range of keen price points. With RRPs ranging from £2.99 up to £69.99, ToyTopic offers exceptional value to customers and consumers alike, all whilst keeping the highest of product standards.

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

The company is also launching its first non-plush ranges this year as it introduces its first arts & crafts ranges, further broadening its appeal for retailers.

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2026 Proud Penguin

www.proudpenguin.co.uk | gary@proudpenguin.co.uk

Stand D35 Proud Penguin returns to the London Toy Fair with a full launch. After five years of development, research and rethinking what a figurine can and should be, the brand is ready to introduce a range that takes a familiar category and pushes it one step further.

The new Proud Penguin figurine collection spans a wide variety of animals, from tiny cubs to iconic giants. One of the earliest challenges was finding a material suitable for all scales while still delivering a high-quality, EN71-approved product. Proud Penguin set out to create figurines that were safe, durable and genuinely better for the planet, without losing the tactile quality collectors and children love.

The range reflects that ambition. From centrepieces like the Classic T-Rex and African Elephant to smaller favourites such as the Lion Cub or Polar Bear Cub, the collection is designed with both broad appeal and strong collectability in mind. Retailers will find complete family sets, including the Mama and Baby Hippo, as well as thematic groupings like the full bear family, from Polar Bear to Black Bear, Panda and Grizzly. Across the entire line, the aim has been to create a balanced, engaging world of animals stretching from the sea to the jungle and across the open plains.

What truly sets Proud Penguin apart, however, is the philosophy behind the figures. Every product in the range is made using ISCC+ certified materials, ensuring traceability and genuine sustainability throughout the supply chain from source to factory to finished toy. Each figurine is accompanied by a Digital Product Passport, offering clear insight into where it was made, what it is made of and how it travelled. This ensures full transparency, presented simply.

Beyond materials and manufacturing, Proud Penguin has committed to giving back, with 1% of annual revenue donated to environmental and habitat-protection initiatives. The brand also designs each product with its full life cycle in mind, aiming to minimise long-term environmental impact without compromising durability or play value. Through the Proud Penguin Pass-On Program, families are encouraged to extend the life of each toy by passing it on to the next little explorer.

Visitors to Toy Fair can expect a thoughtful, contemporary take on a classic category. The toys will be familiar in form, but modern in values. The launch range is complete, ready and waiting to be discovered. Retailers and visitors are warmly invited to the Proud Penguin stand to experience the collection firsthand and learn more about the journey behind it.

In addition to a range of in-store POS and online digital assets all available through Proud Penguin’s brand portal, there will also be a strong marketing plan, including social and digital activity, influencer partnerships and brand storytelling that brings the range to life across multiple touchpoints.

For more information about Proud Penguin’s 2026 portfolio, contact Gary Wilmot using the details above.

Funko

www.funko.com | newtradeenquiries.emea@funko.com

Stand N3 Funko is set to showcase new releases, cross-category innovation and new fandom-driven experiences designed to excite collectors, retailers and fans at this year’s London Toy Fair. Building on strong consumer momentum seen over the past year, Funko is set to reveal major expansions across its Pop!, Bitty Pop! and Loungefly lines. The new additions from Funko will span an impressive array of franchises, from global entertainment powerhouses to fan-favourite properties from licensors such as Disney, Warner Bros, Universal, Pokémon and Toei.

A standout moment for the brand this year is the debut of the all-new Funko Pop! KPop Demon Hunters line inspired by the hit Netflix film. Available now, the Funko Pop! KPop Demon Hunters range is one of the first-to-market hardline collectible offerings hitting shelves following the release of the film in June. The launch is part of a wider collaboration with Netflix, with more crosscategory offerings from Funko planned for the KPop Demon Hunters universe on show at the London Toy Fair. The new Funko Pop! KPop Demon Hunters line brings to life fan-favourite characters from Netflix’s most popular film ever, including vocal powerhouse Rumi, rapper Zoey, dancer Mira, demon Jinu and the supernatural duo Derpy and Sussie. Derpy with Sussie features glow-in-the-dark elements, and Jinu includes a rare 1-in-6 chase variant – for Funko newbies, a limited-edition variation – making the range especially exciting for collectors.

Following the strong performance of Funko’s Mystery Mini line, the brand is set to introduce its next evolution in the category in the form of Premium Blind Boxes, debuting two entirely new series at the London Toy Fair, including Kiguzoomies and Funko Fun Squad.

The Premium Blind Box proposition offers deeper detail, elevated finishes and a wide array of character personalities designed to delight collectors. Each series broadens Funko’s reach into new fandom communities and provides accessible entry points for impulse gifting, in-store display opportunities and repeat purchase behaviour. Retailers visiting the stand will have hands-on opportunities to experience the new formats, review upcoming waves and understand how Premium Blind Boxes build on Funko’s already successful surprise-and-delight model.

Funko will also showcase launches across the Bittyverse with new Bitty Pop! characters, as well as Bitty Displays, Bitty Towns and Bitty Rides.

Designed to give fans the ability to build, customise and curate their own miniature collectible worlds, the new releases across Bittyverse will capture some of the biggest entertainment properties on the planet, including DC Comics, Harry Potter, Marvel, Star Wars, Disney and more.

Funko’s fashion-forward accessory brand Loungefly continues to grow in global popularity, and the London Toy Fair 2026 will spotlight its newest wave of premium bags, backpacks, wallets and accessories. Known for blending high-quality craftsmanship with rich storytelling details from fan-favourite worlds, Loungefly’s offering for the year introduces new partnerships with licensors designed to broaden the brand’s reach across fan communities. Attendees at the London Toy Fair can preview upcoming collections inspired by leading entertainment IP, as well as all-new designs that celebrate the creativity of the Loungefly brand.

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RACE OF THE CHAMPIONS 20030048UK 7.3 m

1:32

Highly Detailed & Fully Licensed F1 Race Cars Digital Racetrack System

305 x 170 cm

1-10 MIN MAX

Individual Setting Options For Each Car

Wireless 2.0 Controller

8+

Lane-Changing & Overtaking At The Press Of A Button

Comprehensive Expansion Options

Autonomous “Ghost” & Pace/ Safety Car Options

Extra-Wide 1:24 Track For Added Realism - Allows Drifting

Digtial Accessories For A Perfect Race Atmosphere At Home

6

Up To 6 Players At The Same Time

8+

Recommended For Ages 8 & Up

5.3 m

6.3 m

180 x 75cm

175 x 122cm

4.3 m

183 x 80cm

CHAMPION’S RACING

SUPER FORMULA

SPEED ZONE

20062604UK

20062603UK

1:43

Highly Detailed & Fully Licensed F1 Race Cars Comprehensive Expansion Options

20062605UK

TURBO

2

Controllers Feature “Turbo” Boost

6+

2 Player Racing System

ACTION

Recommended For Ages 6 & Up Action Elements For Added Driving Fun & Excitement

20064280

Mercedes-AMG F1 W16 E Performance “G. Russell, No.63” (2025)

Ferrari SF-25 “L. Hamilton, No.44” (2025)

McLaren MCL39 “L. Norris, No.4” (2025)

Oracle Red Bull Racing RB21 “M. Verstappen, No.1” (2025)

20064282

20064283

20064294

Available now from specialist retailers and online CARRERA-TOYS.COM/EN Carrera Revell UK Ltd Tel. 01296 660291 Email: office.uk@carrera-revell.com Unit 10, Old Airfield Industrial Estate, Cheddington Lane, Herts., HP23 4QR

2026 Smart Toys and Games 0190 388 5669 | uk@smart.be

Stand F42 At Toy Fair 2026, where the company is returning for its twelfth year, Smart Toys and Games invites attendees to enter The World of Smart, an immersive showcase exploring its expanding universe of educational and innovative brands.

Visitors to the Smart stand can look forward to the grand unveiling of the brand’s latest launches across many of its global brands, including the worldwide leader in multi-level logic games, Smart Games; the pioneering pre-school magnetic construction system for young children SmartMax and the creators behind super-strong, battery-free toys for little ones over 10 months, Wow Toys.

Also taking centre stage on the Smart stand this January are collections from newly acquired Recent Toys, and from Hape, for whom Smart Toys and Games will be the UK distributor from 2026. Other award-winning brands in the portfolio include the Happy Puzzle TfL collection, Smartivity, Happy Cube, Foooty, Yatzy and more.

Smart Toys caters for children as young as 10 months, up to all ages and stages (including adults) and each product in the extensive range features an engaging and educational mechanic. The whole brand ethos is to encourage children to learn through play and, keeping this front of mind, the brand ensures every toy is colourful, durable and designed with a unique theme to delight and create lots of happy memories.

As always, the team will be launching new products across all its brands. From SmartGames, spring 2026 launches include Hansel & Gretel, a brand-new pre-school puzzle game which challenges children aged five to eight to help Hansel and Gretel escape the witch’s garden through 60 challenges. This game comes with a picture book, like all games from the fairytale series.

Other new arrivals includes Tiptoe Dino, a pre-school puzzle game for players ages four to seven which challenges them to place the dinos and eggs in the correct position to keep them safe.

2026 marks the arrival of two compact games from Smart; Take Off requires players aged five and over to place aeroplanes in the correct position and orientation, while Croc-o-tiles challenges players to position jungle animals around the watering holes.

Both these compacts come with 60 exciting challenges. Spring will see new releases for IQ such as IQ Quub and IQ Flow. Following its debut last year, there will be two new arrivals in the IQ Deluxe range, with IQ Star and IQ Puzzler Deluxe. These offer two new luxurious puzzle games for ages 14 and over.

Gigi’s Royal Carriage from Wow Toys, for ages one and up, includes a striking claret red carriage with realistic lights and action motion and new play figure characters including King George, Queen Grace and Gigi the horse. Joining the royal scene is Taxi Theo, complete with a pop-up panoramic roof and high-profile passenger figure.

The new look Happy Puzzle range will also be showcased on the Smart Toys stand including best-selling jigsaw puzzle titles from Mike Jupp and Tim Bulmer along with the Jigraphy and D’Jigsaw Vu collection. With the firm belief that jigsaw puzzles have significant benefits for all, the possibilities of puzzling are endless with a new regional custom jigsaw puzzle offering.

New collection, Recent Toys, is a brand dedicated to crafting intelligent brainteasers and hands-on puzzles that challenge the brightest minds. Recent Toys products are simple, smart and made to last, providing hours of mental stimulation. The range appeals to a variety of ages from eight years all the way through to adults. New products in this range include Constantin, creative and diverse puzzle creations which are acclaimed for beautiful design and challenging solutions, plus Hanayama which provides puzzles for adults that can be solved using a blend of inspiration and logic.

New to Smart Toys’ portfolio this year is Hape, one of the largest wooden toy manufacturers globally. Designing toys for children aged 0 months to 12 years, Hape create toys that aid a child’s development and growth. This year the brand is celebrating its 40th year and toys not to be missed include the new Spinning Drum with Mirror, designed for ages 3 -18 months.

This-two-in-one toy offers versatile play options that support multiple developmental milestones for growing babies. Building upon Hape’s success with its Nature Fun collection, new for spring 2026 is the Multifunctional Water Play Table with adjustable height. This outdoor toy allows children from two and above to switch between water and sand play.

Smartivity can also be found on the Smart Toys stand, and this year, the brand has had a refresh. Smartivity encourages littles ones from six onwards to build, play and learn with DIY science and engineering construction sets.

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N NDA Toys

London Toy Fair Stand UL120

Official Distributor of the World’s Biggest Brands

• No need to manage multiple supplier accounts.

• Create your account and start shopping within minutes.

• Over 7,000 child and kidult products.

• Friendly and helpful customer service team.

• £150 low minimum order value.

• Next working day delivery, with 98.7 percent of orders shipped the same or next day.

• Direct shipping to most EU countries.

• Easy to use platform.

Join our trusted community of over 50,000 registered customers.

www.nda-toys.com sales@nda-toys.com +44 (0)1708 767 850

2026 Clementoni

020 3206 1397 | www.clementoni.com | paul.fogarty@clementoni.com

Stand N14 Clementoni is unveiling a bold 2026 lineup, blending wellness, education, creativity and play.

The early years range grows with the introduction of Melody of Dreams, a 2-in-1 baby sleep soother and developmental toy offering calming nighttime audio and cry sensor, plus three engaging daytime game modes. It taps into the booming 432 Hz relaxation trend and sensory wellness while reassuring parents.

Sleepy-Time Bear is an innovative bedtime companion which aligns with how newborns mimic what they see and hear around them.

Baby Clementoni is a complete range designed to support children as they grow, offering products for each stage of development. My Twinkle Buddy introduces expressive, dynamic facial features and age-appropriate learning modes, creating an emotional, engaging smart toy that grows with little ones. Chase ’n’ Spin Hedgehog features three different game modes to encourage chasing and coordination. Timmy, the Flap and Chat Puppy, moves his mouth and ears to music.

The Little Friends Music Player is a Bluetooth speaker loaded with 40 songs and lights and comes complete with two Baby Clementoni characters.

Soft Clemmy is the first and original soft play block range designed to create a multi-sensory play experience from babies' earliest months onwards. The squishy blocks are made from a completely soft material that won't hurt delicate teeth and gums, and can also be thrown and stamped on without any risk. A sensory coffee machine, the Clemspresso, features slots for pod-block insertion, a coffee-making dial and a cup.

Following the phenomenal success of the Idea! Pen Creator Studio, the concept is evolving for 2026 with Marker Creator Studio. Children can not only make a decorative marker pen but can also endlessly redesign it to incorporate different decorations, and the workstation can be detached to form a separate display base. The Idea! Stationary range is also expanding with new licences which will be on display at Toy Fair. New kits for Christmas 2026 include the Candle Maker Studio, which lets kids get creative with wax decoration to customise their product.

Science and STEM are front and centre, with interactive sets that use real scientific phenomena and children’s natural curiosity to deliver independent learning and clear educational benefits. Ecosphere helps children explore the water cycle, soil layers and plant growth and with a sustainable/eco-learning theme, offers strong gifting appeal for parents. Abracadabra reimagines classic chemistry with experiments for ages 7+, building on the proven past success of similar best-selling science kits. Skincare Lab offers all the tools and ingredients needed to make masks and cosmetics, just like in a real beauty laboratory.

Solar System Explorer brings the planets to children’s fingertips and lets them experience a high-quality rotating solar system model with AR technology and star projection, plus a bespoke app with AR-enabled cards provides real-time information about each planet. Clementoni’s refreshed Mechanics line combines new licences with 30% bigger builds, richer detail and 20% more components in each set. Meanwhile, the Exploraglobe is an innovative, interactive globe utilising safe AI-driven customisation to explore the world in real-time through a personalised play experience.

Mixing Clementoni’s signature creativity with the booming party-game trend, Disco Draw has simple rules, high-chaos replayable fun and strong TikTok/UGC potential thanks to its highly visual gameplay.

Clementoni is redefining the puzzle experience with its Metamorphic Art Collection, blending innovative design, immersive LED effects and beloved licensed franchises to captivate both young and adult fans alike.

John Leisure

01616 526 661 | (49) 8654 630 820 www.john-toys.com | kay@john-toys.com

Stand F65 John Leisure is returning to Toy Fair once again, building on a year of exceptional growth and continued momentum across its licensing portfolio. As the company moves into 2025, it does so with one of its strongest product lineups to date – and with major news to share.

The business has just signed a significant new licensing agreement with the BBC for Bluey, one of the world’s most beloved pre-school brands. John Leisure will unveil its brand-new Bluey play ball range exclusively at Toy Fair, where the products will be seen for the very first time. The team expects the licence to be one of the standout drivers of retail demand throughout the year.

With 2026 being a World Cup year, John Leisure’s football ranges have surged to record-breaking levels, with demand across multiple sizes and licences outperforming all expectations. The company expects this momentum to continue well into the new year.

Beyond football, the company continues to expand its popular pocket money range, including licensed and unlicensed PU balls, bubbles, chalks and water-play items, all offering exceptional value and consistent sell-through for retailers.

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N NDA Toys

London Toy Fair Stand UL120

UK Exclusive Distributor

Hand painted figures that customers recognise instantly

Iconic licences, proven sell through, and accessible price points under £10.

Bullyland is now available to UK retailers through NDA Toys. The range offers a wide mix of Disney, Pixar and DreamWorks characters at accessible price points that work for impulse bays, front-of-store and seasonal displays. With Toy Story 5 and Moana Live Action releasing in 2026, demand for recognisable characters is expected to rise throughout the year.

Excellent £/sq ft return

Bullyland figures are PVC free, hand painted and designed for collectability, making them suitable for a broad customer base spanning family shoppers, collectors and gift buyers. The line performs well in both high footfall environments and online retail, supported by consistent European demand.

We welcome conversations with retail partners who are looking to expand their licensed impulse offer, explore curated ranges, or discuss tailored activity for larger retailers. We welcome meetings at London Toy Fair to preview the range.

www.nda-toys.com sales@nda-toys.com +44 (0)1708 767 850

2026 Spin Master Toys

01628 535 000 | www.spinmastertoys.co.uk

Stand UW50 Spin Master Toys returns to Toy Fair this January with one of its most exciting and diverse line-ups to date. After a year defined by category expansion and a raft of stand-out entertainment moments, the company is looking ahead to 2026 with a renewed sense of momentum. Positioned at Stand UW50, the Spin Master team is ready to showcase fresh innovation across Pre-school, Early Learning, Activities, Dolls, Interactive, Wheels, Action and Games , all supported by powerful licensed partnerships and a slate of household name brands.

This year, the Paw Patrol line enters a new chapter with the upcoming theatrical release of Paw Patrol: The Dino Movie coming to cinemas in summer 2026. Spin Master is building the toy range around the film’s dino-rescue storyline, from dinosaur-island adventures to high-energy, pre-historic themed rescues. Consumers can expect a mix of classic hero-pup play alongside brand-new dino-inspired sets, vehicles and figures, all designed to tap into children’s love of adventure, discovery and imagination.

Gabby’s Dollhouse had a landmark year in 2025, with the beloved pre-school series not only staying strong on streaming, but making its first leap to cinemas. The success of the movie extends the appeal of the toy line, opening up fresh opportunities for merchandise, new storytelling hooks and renewed fan enthusiasm. This reflects the film’s theme of adventure, discovering and imagination.

One of the most anticipated parts of Spin Master’s showcase is the return of Melissa & Doug, now fully integrated into the Spin Master UK business for 2026. With its timeless wooden toys, open-ended learning range and trusted reputation with parents, the brand has an important role within Spin Master’s long-term growth strategy, with retailers able to expect a clear vision for how Melissa & Doug will continue to drive excitement in the UK. Kinetic Sand continues to be one of the most recognisable and top performing properties, with the company pushing boundaries of what the brand can deliver with new formats inspired by classic themes and evergreen play patterns. Hero SKUs will spotlight next-gen compound innovation, sensory-rich play and sculpting features that encourage children to create, destroy and start all over again.

Spin Master’s Interactive category continues to undergo reinvention and this year’s reveal of the latest Bitzee innovation marks a true leap forward. Building on the runaway success of the original launch, Bitzee Doghouse takes techfirst play even further, unlocking deeper pet interaction, richer digital and physical crossover and surprising new ways for children to nurture, train and discover. With a clear consumer appetite for future-looking interactive toys, Bitzee Doghouse is set to be a standout for 2025, inviting children to unlock virtual puppies, play together through Doghouses and explore a charming 3D playroom filled with surprises. It’s a key highlight within Spin Master’s growing interactive range.

The team also heads into the New Year with two DreamToys wins under its belt, a testament to Spin Master’s focus on quality, innovation and strong brand DNA. Monster Jam continues to be a core performer within the Wheels category, and the coming year will see even more detail, stunt capability and realism in its product line. Meanwhile, Primal Hatch has established itself as one of the most creatively disruptive entries into the Action category.

Building on the DreamToys recognition, Spin Master will be revealing new SKUs that amplify the surprise to life play pattern that children have previously responded to so strongly.

With the success of the 2025 How to Train Your Dragon film, excitement is already mounting for the second instalment arriving in 2027. Spin Master’s toy line has been praised for its attention to character detail, dynamic features and cinematic authenticity and the brand team is looking to fuel that even further. With Toothless continuing to hold a large and loyal fanbase, consumers can expect strong collectability and standout hero moments that help bring the world of the films to life.

For Spin Master’s Games portfolio, consumers can expect twists on classic mechanics, new social play formats and fresh extensions for family favourites. The focus remains on games that are instantly learnable, endlessly replayable and designed to bring families together - and with Rubik’s Tetris on the horizon, there’s plenty for fans to look forward to.

Across every category, Spin Master’s approach for 2026 is clear: bold creative thinking, tight alignment with retail partners and a renewed focus on high-quality play experiences that stand the test of time.

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2026 Target Darts

01279 410 155 | www.target-darts.co.uk | jamie.tank@targetdarts.com

Stand Upper Level 218 After enjoying an amazing Toy Fair debut in 2025, Target Darts will be revealing an even more exciting line-up this year, reflecting the incredible trajectory that the world of darts continues to enjoy and the increasingly diverse fanbase it now attracts.

With Luke Littler becoming the youngest ever World Champion in 2025, sales of Luke Littler products enjoyed a tremendous lift, with over 120,000 Magnetic Dartboards sold and huge success for the Luke Littler Cabinet & Dartboard and the traditional Dartboard Set. Retailers which embraced the wider darts phenomenon have enjoyed strong sales with Luke Littler darts, particularly the Brass Darts which are the ideal entry level product, and have also benefited from the various FSDU options on offer to showcase the range.

On the back of this success, Target has now widened its offer to reflect the broader interest in darts, with a range focusing on Target players who starred in the 2025 Premier League. Featuring Nathan Aspinall, Stephen Bunting, Rob Cross and Chris Dobey alongside winner, Luke Littler, this is a striking and co-ordinated range that includes the Vulcan double-sided Magnetic Dartboard, Rift Dartboard and Summit Cabinet & Dartboard Set. The range appeals to a wider fan base of darts’ followers, and FSDU options are again a great way of showcasing the lines at retail.

In October, Target announced a licensing collaboration with Disney to develop a new range of cutting-edge products inspired by the Star Wars franchise across the EMEA region. This landmark collaboration combines Target Darts’ premium products and innovative design with the storytelling power of one of the most beloved franchises in entertainment history.

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 iconic characters from the Star Wars galaxy, such as Luke Skywalker and Darth Vader. The Millenium Falcon Dartboard and Surround was one of the standout products in Collection I, and in July 2026, new additions to the range will include the Star Wars R2-D2 Double-Sided Magnetic Dartboard, with six magnetic darts and the eye-catching Star Wars Light Side v Dark Side Cabinet and Board.

Target will also be showcasing a brand-new partnership with Xbox. This represents an ideal fit for both brands, with Luke Littler being such a massive Xbox fan. The initial range will include an Xbox Dartboard and Surround and Xbox K-flex flights, with more product planned.

Looking ahead to 2026, Target Darts predicts even further growth in the darts market, kick-started by the PDC World Darts Championship final and the darts fever that helps to make January the single largest sales month in the darts world.

University Games

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

Stand E50 University Games brings big brands and innovation to Toy Fair this year in an extensive catalogue of games, puzzles and gifts. New brand and product launches include Squeeze Poppers, The Adventures of Paddington, Peppa Pig, That’s Not My… and more. Within the new launches, University Games will unveil its Squeeze Poppers Official Licensed Sports Range. A proven best-seller, Squeeze Poppers are ideal for indoor and outdoor play.

Football fans can enjoy Squeeze Poppers in the form of Premier League mascots and players of their favourite teams, including Moonchester for Manchester City, Gunnersaurus for Arsenal and Chirpy for Tottenham. Liverpool, Newcastle and Chelsea will also feature along with the Official England Lion mascot. With eco packaging and a smaller shelf footprint, the range is complemented by an assortment of animals including a T-Rex, Unicorn, Penguin, Pig and Llama, broadening the Squeeze Popper appeal beyond sports fans.

University Games’ new Sports Pocket Dice Games put a player’s favourite sport in their pocket The games are quick-to-learn, pick-up-and-play games that make a great addition at retail, allowing players to put their sports skills to the test on-the-go.

Another new launch for 2026, the Peppa Pig educational range is set to launch this spring/summer and includes My First Match It! Peppa’s World and My First Match It! Peppa’s Friends & Family, a Magnetic Sort and Learn Colours game featuring Peppa’s Party Bus and a Lift and Learn Puzzle showcasing children’s favourite vehicles from the show.

The Learning Journey educational range is also set to expand this year in a partnership featuring sensory-rich touch-and-feel board books. A That’s Not My… pre-school range of games and puzzles will feature illustrations alongside textured patches, fuzzy areas and tactile surprises. Suitable for children from 18 months, the range will include two 12-piece Floor Puzzles titled That’s Not My…First Animals and That’s Not My… First Vehicles, alongside two 4-in-1 Puzzle Sets focusing on My Favourites and Zoo animals. There are also two That’s Not My… My First Match It! Games focusing on Animals and Things That Go. This range introduces colour and object recognition, encourages sensory exploration and helps develop focus, problem solving and fine motor skills.

University Games welcomes a new look to its Paddington range. Now featuring artwork from the TV series, The Adventures of Paddington, the range includes Dominoes, Find It Fast and Spot the Difference games as well as a refreshed immersive Adventures of Paddington Sightseeing Board Game.

University Games’ range of licensed children’s games and puzzles features other familiar faces including Roald Dahl’s Matilda, David Walliams’ Gangsta Granny and Dav Pilkey’s Dog Man. These will headline with board game lines Attack of the Fleas and 20 Thousand Fleas Under the Sea. A range of witty card games and puzzles featuring the pun illustrations from Jelly Armchair will also be released under the name Pundamental. The range includes the All Puns & Games Food & Drink and Animal Editions and two 1,000-piece puzzles, titled Cat-A-Pillar and Authorful Puns.

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toys • jouets

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ALPHA TOYS LTD (OFFLINE) Trinity Court, Church Street, Rickmansworth, Hertfordshire, WD3 1RT Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk

bruder.spielwaren ROBBIE TOYS LTD (ONLINE) Unit 1, The Lane Manston Business Park, Manston, Ramsgate, CT12 5EZ, Tel.: +44 1843 604448 support@robbietoys.co.uk www.robbietoys.co.uk

BruderSpielwaren

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2026 Rainbow Designs

0132 922 7300 | www.rainbowdesigns.co.uk

Stands B21 and B25 Rainbow Designs will unveil its complete 2026 range at the London Toy Fair as it celebrates its 55th anniversary alongside a host of significant character milestone anniversaries. The brand is showcasing the culmination of five decades of bringing beloved storybook and screen characters to life. From the 160th anniversary of Beatrix Potter to 100 years of Disney’s Winnie the Pooh, 85 years of Dumbo, 55 years of Mr. Men Little Miss and 25 years of Harry Potter The Wizarding World, the year ahead promises an exciting blend of heritage, celebration and innovation, with exciting new brand introductions including Pembe the Pink Cat, Disney Dumbo and Care Bears Baby.

Following the strong launch of Rainbow’s Bing toy range, 2026 brings further expansion designed to spark pre-school learning and hands-on discovery. Headlining the new additions is the engaging Bing Learn to Dress Soft Toy, with simple buttons, zips, laces and Velcro fastenings to help little ones build real-life dressing skills through play. Character Twin Packs in a CDU starring Bing & Charlie, Sula & Amma and Pando & Flop, alongside Bath Toys, Stacking Boxes, a fun-packed Bing Bus Shape Sorter and a soft, interactive Peek-a-boo Bing are just some of the new pre-school additions planned for 2026.

The best-selling Adventures of Paddington collection also welcomes some adorable new faces, with plush versions of Paddington’s friends Lucky and Pidgeonton available in a CDU. There will also be a new Paddington Soft Toy with Interactive Marmalade Sandwich that is ideal for imaginative role play. Children can hold the plush marmalade sandwich to his chest to hear some of Paddington’s endearing phrases.

A brand-new digital-to-physical sensation is also making its debut at Toy Fair as Rainbow introduces Pembe the Pink Cat. Blending Japanese kawaii charm with clean Scandinavian design, Pembe offers a heartwarming message of individuality, inclusivity and authentic self-expression. The plush collection from Rainbow features six cuddly 15 cm companions, each with an uplifting message such as Be You, Have a Hug or Thank You, alongside six collectible plush keychains and three super-cuddly 23 cm Soft Toys, each paired with a positive affirmation. With strong appeal from tweens to young adults, Pembe offers a meaningful, giftable range for life’s everyday moments.

Another new addition for 2026 is Rainbow’s Care Bears Baby collection that blends classic nostalgia with contemporary softness and sensory appeal. Rooted in the timeless values of love, kindness and friendship, baby-soft, loveable versions of Cheer Bear, Funshine Bear and Bedtime Bear will feature across an assortment of infant toys, including ring rattles, comforters and the My First Care Bear Soft Toy. Rainbow will launch a new commemorative Disney Winnie the Pooh range that celebrates the character’s 100th anniversary, plus a Disney Dumbo infant line. These arrivals will join Rainbow’s Classic Paddington, Peter Rabbit, Harry Potter Wizarding World, Mr. Men Little Miss, Guess How Much I Love You and The Very Hungry Caterpillar ranges.

Keel Toys

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

Stand F10 Keel Toys designs soft toys that customers fall in love with, whilst giving retailers something even more valuable: dependable stock, competitive pricing and a trusted, growing sustainability message through its Keeleco collection. The company works hard to help its customers fill their shelves with products that don’t just look good but feel good to sell. All ranges have been designed to turn browsers into buyers, and if one item’s out of stock, there’s always something else ready to take its place.

Toy Fair gives customers an exclusive opportunity to preview and order more than 100 brand-new lines for 2026. Among them are the evolved Keeleco Wildlife, Farm, Sealife & Dinosaur collections. Since launching Keeleco five years ago, Keel Toys has recycled over a billion water bottles in the manufacture of this remarkable range, and each item is reimagined in the finest, softest recycled fabrics with embroidered detailing and Keel Toys’ FSC-certified iconic logo tag.

Visitors will be able to discover Keel Toys’ new seasonal ranges that highlight cutting-edge fabric innovation. Featuring luxuriously soft, eco-friendly fabrics, the company’s festive huskies, gingerbread men and plush Christmas trees make for irresistible purchases. Retailers can also add whimsical charm to their shelves with adorable cosy season, Christmas-themed characters sitting on their own individual mini sofas, or bring some spooky fun with Halloween-themed scented bakery, bats and mini ghosts.

The Keeleco Greenhouse range is made up of 12 beautiful botanicals made from the most luxurious velvet fabrics. Each design is more vibrant than the next, from snowdrops and pansies to succulents and cherry blossoms. Even the most unsuccessful gardener will be able to keep this wonderful collection in bloom all year round.

Keeleco Bag Charms offers one of the most comprehensive collections of bag charms on the market; from Keeleco Sealife and Wildlife to Food and Plants, these mini masterpieces include an exclusive Keel Toys logo spinner. Paired with a specially designed display spinner stand, these charms’ visual and tactile appeal have been designed to steal the spotlight in any store.

Keel Toys’ recently launched an eCommerce platform that puts everything retailers need at their fingertips, anytime, anywhere, 24/7. Retailers can access real-time, live stock availability, their full order and invoicing history, a host of downloadable product assets and smart search tools, all designed to make sourcing simple, fast and stress-free.

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2026 Canal Toys

01904 379 123 | www.canaltoys.co.uk | sales@canaltoys.uk

Stand E69 Canal Toys is looking forward to showcasing its latest developments at this year’s London Toy Fair. Capitalising on tech toys, experiential play and kidult, Canal Toys will show a renewed focus on the next wave of creative and tech-enhanced play and reinforce its leading position in key arts & crafts categories such as slime, fashion and creative play.

At the heart of this year’s lineup is the Photo Creator brand, with the new Instant-Print Full Colour Camera.

With this latest innovation, Canal Toys is the first to bring to the kids’ space a full colour instant-print camera with LCD screen printing on real photo paper. As personalisation, on-the-go content creation and self-expression continue to grow among young consumers, Photo Creator is well-positioned within this expanding category.

In 2026, the brand introduces new ways to capture special moments and explore creative storytelling. These developments build on the brand’s modern design direction and its commitment to delivering fun and instant creativity.

Launching under the Creator brand, the new Canal Toys Video Walkie-Talkies transform classic communication play into a modern, interactive experience. Children can connect face-to-face and switch seamlessly to audio when out exploring. With 20 playful visual filters, five voice effects and a design that empowers self-expression without requiring smartphones or online connectivity, this system brings fun, safe communication firmly into the kids’ tech space. For retailers, this presents an excellent opportunity to revive a category that has lacked innovation for over a decade.

Furthering innovation in the tech space, Canal Toys will also introduce the Karaoke Projector. This new karaoke machine will take performance play to the next level. It’s a portable karaoke machine that projects lyrics and videos onto any wall, turning any room into an instant karaoke space. With 40w sound, two wireless microphones, voice-changer effects and easy-to-access pre-installed apps such as Netflix, YouTube, Prime Video and KaraFun, this is the most immersive karaoke machine yet. It delivers the ‘wow’ factor families expect from tech gifts, while giving retailers a headline-grabbing item with broad family appeal and strong autumn/winter placement opportunities.

For trend-aware tweens, Style 4 Ever introduces the Keychain Factory, a three-in-one creative studio that blends paracord braiding, aqua-charm creation and custom decorative design into one compact, repeatable experience. With the ability to create 10 personalised keychains, this line taps directly into the booming market for personal accessories, locker décor, bag charms and collectible self-expression items.

Canal Toys invites retailers, press and partners to discover these launches and the full 2026 offering at London Toy Fair. For more product information from Canal Toys, get in touch via the details above. To schedule an appointment at the London Toy Fair, contact emilyh@canaltoys.uk. Visitors are also welcome to drop by the stand to connect with the team and experience the next phase of creative and tech-based play.

MV Sports & Leisure

0121 748 8000 | www.mvsports.com | info@mvsports.com sales@mvsports.com

Stand E75 With anticipation building rapidly for the brand-new Toy Story film arriving in 2026, MV Sports & Leisure is harnessing the momentum with a refreshed Toy Story range that brings the heart, humour and adventure of the films to life for a new generation of young fans. Packed with colour and imagination and with an instantly recognisable character design, the line-up gives retailers a standout opportunity to tap into a global evergreen brand that continues to inspire play year after year.

Taking centre stage is the Toy Story Light Up Folding Inline Scooter. Designed for style as much as practicality, this scooter features a fully printed stem wrap, character grip tape and motion-activated light up wheels that brighten every journey. Quick folding mechanics, a reactive rear footbrake and adjustable handlebar height support everyday usability, ensuring it appeals to both parents and children. With strong shelf presence and gifting potential, this scooter is a reliable category performer.

For younger riders, the Toy Story Deluxe Tri Scooter delivers stability, confidence and colourful character appeal.

The three-wheel design printed anti-slip deck and shaped character plaque combine to create a visually striking entry level scooter option. With puncture proof EVA tyres and adjustable handlebar heights, the scooter ensures safety and comfort, while the playful graphics make it a natural choice for first-wheeled adventures. It is designed to grow with the child and stand out at retail.

The Toy Story 2 in 1 Training Bike continues the brand story, offering both pedal and balance bike functionality in one compact package. With quick release pedals, removable stabilisers and lightweight puncture proof wheels, this bike allows children to build skills progressively. Fully printed graphics, a shaped character plaque and soft moulded grips ensure visual appeal with practical durability. With two stages of play from one product, this product offers exceptional value and long-term engagement for children.

Completing the collection is the Toy Story Safety Helmet, a core essential for the range. Featuring vibrant all-over character prints and a lightweight EPS inner, the helmet combines dependable protection with Toy Story fun. The adjustable size dial, removable pads and ventilated shell ensure a tailored, comfortable fit and provide a simple and effective upsell across all scooter and bike purchases.

With the upcoming new Toy Story film release, this refreshed wheeled toys range is well-positioned to capture both new and returning fans. Supported by MV’s trusted build quality and the universal appeal of the franchise, retailers can expect strong sell through, high visibility and products that deliver both fun and functionality with favourite characters.

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2026 John Adams Leisure 01480 414 361 | www.johnadams.co.uk

Stand N6 John Adams Leisure will showcase its 2026 range at Toy Fair, with new lines in core categories including Craft, Pre-School, Science, Games and Dolls.

John Adams continues to build on its successful heritage in the creative play category with several new launches and range extensions. The Pin It! Badge Maker lets kids pop, paint, pin and wear custom badges that dry in just five minutes. Each set creates unique, collectible badges to wear and share, tapping into evergreen fashion accessory trends. Pin It! has strong gift potential with the main set and repeat purchase opportunities with themed refill kits. Following the huge success of Puffy Pouches, Mini Mart is now launching. Children can make four foodie-themed Puffy Pouches to squish, customise and share. They can fill their Puffy Pouches with decorations, then laminate and attach them to backpacks, pencil cases and keychains. The popular Blopens range expands with new kawaii, manga and fantasy creative cases at attractive price points for impulse purchases. The Blopens Xtra lifestyle range, which is available now, includes a style bag kids can colour, wash and repeat, a travel mug and a plush character named Candy Rose to personalise.

In the Pre-School category, new licensed Peppa Pig Fuzzkins and Fuzzy-Felt sets join the range within established creative play brands. Chocolate v Marshmallow (part of the popular Edible Science range) lets kids perform 15 fun experiments, such as making chocolate slime, seeing how marshmallows can construct a bridge and making spy snacks.

The Ideal games range, which includes bestsellers such as Think Words, The 1% Club Board Game and Rummikub, continues to grow with new launches in the family and children's games categories. Race Across the World expands with a new edition and all-new routes.

Fresh challenges increase replay value, building on established brand awareness of this popular reality game show. The Midsomer Murders board game will deliver classic cosy crime gameplay, based on the popular British TV drama that has been running for 25 years. Players can solve 50 crimes using the unique evidence reveal unit with solo and cooperative play modes.

New family party game Risk It for a Biscuit is an easy-to-play and share game for four or more players. Players use their bodies to pass the supersized squishy biscuits, with hilarious results.

The simple gameplay is perfect for all ages, with social and UGC content supporting the launch. Total Action Football is refreshed for the World Cup year with its classic fast-action fingertip gameplay. Flip Ems also returns with new characters after a successful 2025 sell-out. The addictive challenge trick game, inspired by the evergreen bottle flipping trend, combines fun and a bit of luck with viral appeal that both kids and adults love. Each Flip Ems character comes in a reusable display case, with new styles and scents to collect.

2026 will see Tiny Tears celebrating sixty years as Britain's original crying and wetting doll with luxury boutique styling in 12” and 15” formats. Premium presentation with interactive functionality leverages multi-generational recognition for gift occasions. The DollsWorld collection is also refreshed, spanning all price points from bean-filled dolls to fully interactive models. Over thirty years of brand awareness deliver trusted quality. Accessories, including nappies, bottles, carriers and highchairs, drive basket additions and repeat visits.

All key brands will receive comprehensive marketing support across VOD, digital, social platforms, plus PR and influencer campaigns. Toy Fair visitors can explore the complete autumn/ winter 2026 John Adams range on the stand.

Big Potato

020 3620 9495 | www.bigpotato.co.uk trade@bigpotato.co.uk

Stand D21 A highlight of the Big Potato stand this year will be Stomp, Stomp, Chomp - the brand-new, mushroom-hunting, spoon-grabbing, bear metamorphosing card game. While kids love the sudden silliness, grown-ups love the frantic scramble. Stomp Stomp Chomp is fast, high-energy and full of family-friendly action. Players chant together, show their thumbs and pass the forest card dispenser around the table before revealing what is inside.

Most cards are innocent mushrooms that players lay on the table to form their hoard. But once the third bear card appears, someone instantly turns into the mushroom-hungry, spoon-wielding bear.

The player-turned-bear jumps up and races off to grab one of three wooden spoons, while everyone else rolls their mushroom dice as quickly as possible to claim the mushrooms scattered across the table.

When the bear stomps back, they chomp up whatever is left. If the table is empty, they get nothing but a spoon and a slightly bruised ego.

The joy of Stomp Stomp Chomp comes from how quickly the forest flips from calm to chaos. One moment players are counting thumbs, and the next they are watching someone light up and roar into action as the bear, while everyone else rolls the dice like their mushrooms depend on it. It’s bright, loud and guaranteed to get the whole family moving.

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2026 Sluban UK & Ireland

www.slubanstore.co.uk | sales@playbrickshop.ie

Stand G8 Following a strong double-digit growth year in 2025, Sluban UK & Ireland is optimistic about the market appetite for quality, value-driven alternatives for 2026. Sluban’s brick construction toys are fully compatible with leading brands and have been designed to offer excellent value through a combination of highquality buildable sets, a wide range and attractive RRPs and margins for retailers.

The company offers low minimum orders to encourage retailers to try out product without having to commit to large quantities. This quarter, it will see over 40 new sets in its warehouse, bringing the total to around 500 unique and diverse sets, ranging from a licensed range with Garfield to a 1:44 scale model of the Lancaster Bomber. The diverse new range now includes a licensed Garfield collection, along with popular themes like army, titanic, aviation, farm & construction, girls, ships, sportscars and more. The centrepiece of the new arrivals is a showstopper for aviation enthusiasts: a spectacular 1-to-44 scale model of the Lancaster bomber with over 1,300 pieces and a wingspan of over 70 centimetres.

Sluban undertakes continuous improvement; many existing sets have received a refresh, with new box styles and a fresh design.

The company will kick off trade show season with Toy Fair in London. Anyone placing an order at the company’s Toy Fair stand is encouraged to mention Toy World Magazine to receive a free counter display with distinctive Sluban minifigures.

Those attending Spring Fair and the Toymaster show will also have the opportunity to see Sluban; Sluban is a proud Toymaster supplier, and all its sets are available to view on its website, www.slubanstore.co.uk Retailers wishing to make contact can do using the contact details above.

Topps

0190 880 0100 | www.topps.com | kadams@collectfanatics.com

Stand F30 This year’s London Toy Fair brings one of the most expansive Topps assortments ever showcased, with a line-up designed to inspire collectors of every age and experience level. Across sport and entertainment, the 2026 ranges are built on strong licences, bold creative and a clear focus on helping retailers grow the category.

Topps’ entertainment portfolio continues to be a powerhouse, driven by major franchises and evergreen favourites. Fans can expect refreshed trading card sets, sticker collections and limited-edition capsules that lean into storytelling, character depth and the moments collectors love. These sit alongside Topps’ growing mass-market ranges, offering strong price points, impulse appeal and formats that work across grocery, toy and variety retail.

Sport is front and centre this year and Topps’ NBA line continues to expand with dynamic new designs, collectible inserts and improved SKU variety to help retailers tailor their assortment. The launch of its NFL range marks a milestone for the business, bringing one of the world’s biggest leagues into the Topps family, with products crafted for both new collectors and seasoned hobby fans.

Football remains a cornerstone of the range, thanks to both the Premier League and UEFA licences. Match Attax also continues to be one of the most recognised and best-loved football trading card games in the world and this year’s line-up pushes the brand even further. Collectors can expect fresh designs and an even stronger roster of stars from across Europe. Whether it’s the Champions League, Europa League or Conference League, the new UEFA Match Attax programme has been shaped to deliver strong collectability and repeat engagement throughout the season.

The Premier League licence has been a major focus for Topps in 2025. After a remarkable first year, the brand is returning with a full programme that spans retail, hobby and premium formats. Elevated artwork, deeper checklists and a broader mix of SKUs will cater to families, fan communities and serious collectors with a range built to drive repeat visits and create long-term engagement.

Across all licences, each range will be supported by clear launch timings, retailer-ready marketing plans and an increased emphasis on visibility. Topps is looking forward to discussing with partners how it can level up its presence in 2026, from in-store theatre to digital campaigns and fan-focused activations.

Visitors to the stand will be able to explore the full breadth of the portfolio, see samples up close and speak directly with the Topps’ team about opportunities for the year ahead. They will also see dedicated showcases for key 2026 launches, alongside a preview area highlighting upcoming seasons and special releases. Visitors can even create their own personal trading card.

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COME AND

MEET US

AT LONDON

TOY FAIR 2026 Booth G90

For more info and for business opportunities, contact us Fulvio Fantino - fulviofantino@cicaboom.com Massimo Pescarolo - massimo.pescarolo@cicaboom.com Tilen Grah - tilen.grah@zvezdar.com

2026 Reydon Sports

0115 938 6444 | www.reydonsports.com | sales@reydonsports.com

Stand UN78 Toy Fair is an opportunity for Reydon to connect with the retailers that bring its products to life on shelves and online.

Each conversation at the Reydon stand represents the same core message of commitment to quality, imagination and true B2B wholesale support for retail.

For 2026, Reydon Sports is bringing its most popular ranges front and centre, along with some new and innovative lines. Visitors will have the chance to explore what makes its collection stand out, and with hands-on demonstrations to early previews, the brand is excited to show exactly why these items will become customer favourites.

Since first exhibiting in 2022, Reydon Sports has continued to showcase its sporting good lines with continued evolution within the toy sector. From building partnerships with flagship brands in the industry to becoming a Trusted Supplier for the Toymaster group, the brand is continuing to grow. Located on the Upper Gallery, the company’s stand has plenty of space to showcase the latest lines.

2026 will see the PrecisionPlay Junior Football Training range on show along with an extensive collection of Team Merchandise ahead of the World Cup. There will also be a continuation of the exclusive partnership with Nerf. Toy Fair visitors are encouraged to explore this exclusive range and the full A-Z of sports, toy, leisure and outdoor offerings.

Reydon Sports has some exciting innovations to launch into the trade, from Digital Backpacks projecting images, to Electric Water pistols and a number of outdoor garden games for summer.

The ranges Reydon Sports offers are distributed via its UK distribution centre based in Nottinghamshire. The B2B model allows Reydon Sports to supply and service the world of retail across many sectors, with an array of marketing support on offer. The 30+ SKU offering for Reydon Sports showcases products which fit nicely into any toy, sport, leisure or multiple retailers, like the exclusive and iconic Vortex Howler which whistles as it flies.

With a long-term business strategy to develop its sports offering with a toy-like spin, Reydon Sports will continue to work closely with the Toy sector to open up many more opportunities for 2026.

Retailers who aren’t already buying from Reydon Sports and would like to know more are invited to visit the stand at Toy Fair or can contact the team using the details above.

The Puppet Company

01462 446 040 | sam@thepuppetcompany.com

Stand H46 At Toy Fair, The Puppet Company and its plush-focused sister brand Wilberry Toys will be announcing a large number of major new product launches and extensions and celebrating 25 years in the toy business.

The recent product launch from licensing partner the Natural History Museum is one of the stand highlights: a Dinosaur Plush collection featuring six legendary prehistoric beasts: a Stegosaurus, a Tyrannosaurus rex, a Triceratops, a Quetzalcoatlus, a Velociraptor and a Diplodocus, in both large and miniature formats, brought to life through careful detailing and realistic printing.

New ZSL Animal Backpacks, designed in collaboration with leading global conservation charity ZSL (Zoological Society of London), are made from the softest plush with exceptional attention to detail and are hugely appealing to young and old alike. The ZSL Jumbo Friends is a collection of large animal head puppets with working mouth movement. The RSPB is highlighted in the HideAway Puppets collection. The RSPB Bug Hotel is a specially designed home for four finger puppets made from over 90% recycled materials, perfect for retailers and buyers who wish to prioritise responsible products.

The company has also been targeting character licensing. Designed to be as accessible as possible, the Puppet Company’s Elmer puppets are easy to use for both adults and children and ideal story time companions. Meanwhile Paddington fans can enjoy My Baby Paddington, the interactive Paddington TV and Paddington Movie. More licensing partnerships are to be announced soon.

Wilberry Toys is also highlighted, including the new Wilberry Water Wonders, Wilberry Jungle Friends and the Wilberry Teddy Bears Picnic Set. There are also additions to the Wilberry Minis collections and the Wilberry Dolls Collection, while the new Wilberry Plush Dancers collection joins the range.

Among many other highlights at stand, the Puppet Company’s new My Cuddly Puppet collection is suitable from birth.

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2026 Jazwares

020 3598 5119 | www.jazwares.com

Stand N8 Jazwares is entering 2026 with powerful momentum, unveiling product releases and new brands across its diverse portfolio. At this year’s London Toy Fair, the company will spotlight major new developments from powerhouse brands Squishmallows, Pokémon, BLDR, Five Nights at Freddy’s, Star Wars Micro Galaxy Squadron, Avatar: The Last Airbender, Tokidoki and more. Attendees will also get a first look at brand-new licensed lines supporting Netflix’s Stranger Things and KPop Demon Hunters, Chiikawa and Mofusand. Jazwares is also levelling up its play portfolio with a move into tabletop games.

In 2026, Jazwares will launch over 500 new core and seasonal Squishmallows styles, from 3.5” clips to 20” scales. The brand is expanding with exciting new extensions, pocket-sized 2.5” Squooshems, 3” MallowMees, expressive 4” Big Moods and 10” Mystery Bags, plus major licensed collaborations featuring Netflix’s KPop Demon Hunters, Disney, Star Wars, Marvel, Hello Kitty and Friends, Care Bears, Bluey, Pokémon, Harry Potter, Sonic the Hedgehog, Chiikawa, Mofusand, Tokidoki, Gremlins and more. The evergreen franchise continues to captivate multigenerational fans with fresh ways to collect. Squish-a-longs by Original Squishmallows brings more than 2,000 adorable 1” Mini-Squish with rare, ultra-rare and special-edition styles driving the chase, alongside multipacks, play sets and licensed collections with Harry Potter, Pokémon, Care Bears, Stitch and Elf. Meanwhile, 2.5” Micromallows are poised for growth in 2026 with refreshed cute blinds and multipacks across core, seasonal and licensed ranges.

KPop Demon Hunters has dominated the cultural zeitgeist, and as the global plush partner, Jazwares will be showcasing a comprehensive plush product line with 3” collectible minis, 4” clips, 8”, 12” and 18” scales, plus branded collaborations with Squishmallows and BumBumz, all inspired by the global phenomenon capturing the epic demon-hunting energy of Netflix’s most popular film.

Further plush highlights include the earthy-inspired Greenhouse collection, pocket-money blind packs with Snackeez onigiri and dino nugget blinds, and scented ice-cream Moo Mates, plus the pop-culture-driven BumzBumz range featuring hot new licensed drops: Netflix’s KPop Demon Hunters and Stranger Things, Friends, Harry Potter, Gilmore Girls, Minions, Saved by the Bell and Care Bears. Also spotlighted will be the Harry Potter plush, including 4” blind collectibles and 18” sleeping plush.

In 2026, the world celebrates 30 years of Pokémon. Jazwares’ comprehensive master toy range spans every generation of fan, from kids to adult collectors. The lineup features refreshed battle figure packs, plush, role-play, play sets, seasonal lines and expanded Pokémon Select collector sets.

Key highlights include the brand-new Battle Disc Showdown, a fast-paced game that lets players launch and battle Pokémon in thrilling head-tohead action. Also leading the charge is the Battle Action Pikachu and an impressive 12” Electronic Pikachu packed with over 100 light and sound combinations, plus a dramatic launch-action Electro Ball feature. Bolstered by the global launch of the Pokémon Champions video game and a full year of spectacular activations from The Pokémon Company International, Jazwares’ 2026 line is poised to dominate retail and deliver the ultimate celebration of three decades of Pokémon.

In the construction aisle, Jazwares continues to accelerate its footprint with BLDR. The 2026 lineup includes new Squishmallows construction figures and play sets, plus new licences: Five Nights at Freddy’s, Care Bears, Spy x Family and Monster Jam. The new Monster Jam BLDR sets are inspired by the trucks and stunts seen at live Monster Jam events. Designed with post-build action play in mind, these sets feature highly playable Monster Jam trucks for all ages, including the pre-school-friendly Monstuction line.

Building on the incredible success of Jazwares’ Five Nights at Freddy’s master toy launch and hot off the release of the Five Nights at Freddy’s 2 theatrical movie release, Jazwares will showcase an expanded portfolio of figures, world-setting play sets, plush and one-of-a-kind collector's items.

Following the announcement that Spiralcute, the award-winning, leading character management agency from Japan, has appointed Jazwares as master toy partner for its portfolio of brands, Jazwares will showcase innovative blind box, clips, plush and figure lines for Chiikawa, a charming manga series that blossomed into one of Japan’s most beloved cultural icons and Mofusand, the adorable cats that have become a phenomenon across Asia. Tokidoki, the lifestyle brand known for its bold, Japanese-inspired designs and characters, will have a host of refreshed lines for 2026 across 2” mystery figures, multipacks, Duckz, clips and plush.

Finally, Jazwares is bringing fresh games to market with standout design, clever hooks and big, laugh-out-loud moments. Easy to learn, quick to play and endlessly engaging, Jazwares Games will be perfect for after-dinner wind-downs, pre-party hype, family game nights and playdates. With the 2026 lineup including Pooch on the Loose (ages 5+), Banana Panic (ages 7+) and Spellio (ages 7+), Jazwares is creating multi-generational moments that bring people together and keep the fun going round after round.

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2026 Skillmatics

01244 940 200 | 07764 369 245 | www.skillmatics.com david.kelly@skillmaticsworld.com

Stand Upper Level 152 Skillmatics is advancing into 2026 with an expanded range of hero products boosted by major new craft launches, licensed lines and standout additions to its games portfolio. With a track record of success, including over five million units sold globally, the brand is set for a record-breaking year.

Skillmatics’ most significant launch will be Aqua Puffs, a magical creative activity that allows children to colour in charming characters, then add water and watch their designs puff into delightful 3D art. Launching first in popular themes including Animals, Unicorns and Princesses, the line is set for significant expansion in 2026, with new licensed editions featuring Disney Pixar’s Toy Story and Disney's Lilo & Stitch. A favourite among parents and influencers, Aqua Puffs is expected to be one of Skillmatics' standout lines of the year.

Skillmatics is also building on the established popularity of Foil Fun and Poke-in Art with a strengthened craft portfolio designed for creativity, engagement and repeat play. New introductions for 2026 include Shake Its, a shimmering make-and-shake ornament activity using beads and colourful confetti; Peelies, a fun, reusable sticker craft range inspired by Skillmatics' bestselling formats; Tape It, an innovative tape-based puzzle craft where children complete vibrant scenes using easy-tear tape; and Water Spotter, the ideal on-the-go activity, with a reusable water-reveal search and find book in which hidden objects appear with water and fade as the page dries.

Newest launches, Tangram Twist and Magical Sun Art, have also quickly gained traction with families seeking meaningful, hands-on play. Both products are excellent examples of Skillmatics' commitment to STEAM learning. Tangram Twist blends puzzle-solving with colourful tangram stickers to build dynamic scenes, while Magical Sun Art uses sunlight to develop striking silhouettes that children can transform into vibrant works of art.

Alongside its craft developments, Skillmatics is strengthening its family gaming portfolio with titles designed for fast, social and humorous gameplay. New releases include Sync or Sink, a hilarious telepathy challenge where pairs must match their answers in unison; Pun Intended, a shout-it-out pun game that promises plenty of laughter; First to Five, a quick-thinking category game with a twist; and It Can't Be, a fast-paced creative drawing game. These new additions join a successful existing range featuring Dare to Ding, Who Knows You Best, and global bestseller Guess in 10.

Skillmatics is also expanding into sentiment-driven gifting and collectibles. Matchbox Minis offers a range of compact, pocket-sized crochet keychains, including adorable and beautifully handmade characters like the matcha, french fries, avocado and more. In addition, Furbits adds a creative twist to the category with a make-your-own doggie keyring and bag charm activity that children can craft, personalise and collect.

To support retailers, Skillmatics is investing in comprehensive marketing and in-store activations such as branded display areas, CDU and FSDU options, influencer activities, demo-day resources and try before you buy sampling which will help maximise engagement and visibility throughout 2026.

To find out more about Skillmatics, get in touch with David Kelly, VP sales and marketing UK using the details above.

Casdon

01253 766 411 | uk@casdon.com

Stand E30 Casdon’s best-selling role-play lines remain at the heart of what the company does, and 2026 is once again set to be a year of innovation for the brand.

After entering a brand-new category in the Plush space for the first time last year with its officially licensed Build-A-Bear Workshop range, Casdon has announced yet another new partnership with global brand The Magnum Ice Cream Company, introducing the first-ever range of licensed ice-cream toys to a number of markets around the globe. Better known as Walls in the UK, the new licence is set to be revealed at the London Toy Fair and at Spielwarenmesse in January 2026. The collaboration marks a major milestone for Casdon as the supplier celebrates its 80th anniversary.

The range will hit shelves in summer 2026, featuring iconic frozen favourites: Calippo, Magnum, Cornetto, Twister and Solero, alongside classic ice-cream play inspired by The Magnum Ice Cream Company’s famous scoop tubs, across six imaginative SKUs. True to Casdon’s ‘live playfully’ tagline, the range is packed with functions, features and that all-important ‘fidget factor’, designed to captivate little hands and spark big imaginations. Designed for children aged two and above, and billed as playful and refreshingly different, it promises to be a real standout at the London Toy Fair.

Looking back at the brand's recent launches and following the success of the Build-A-Bear Workshop Stuffing Station, Casdon is growing its licensed plush range with new SKUs, including a new clothing pack and accessories, enhancing role-play opportunities with the brand for pre-school children. Two new characters are also set to join the bears; an adorable bunny and a playful dog which are also suitable to play with the hero Build-A-Bear Workshop Stuffing Station.

To mark the new additions to the licensed range, Casdon will be offering visitors to the London Toy Fair the opportunity to create their very own bear, bunny or dog.

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3x

Lavender Bath Bombs

Baby Squirts Water!

2026 Plum Play

www.plumplay.co.uk | srichardson@plumplay.com

Stand G15 Plum designs and supplies a wide range of premium wooden outdoor activity centres and discovery hideaways. Its offerings include everything from slides, rope swings, ladders and climbing ramps to cargo nets, trapeze bars, fireman’s poles, monkey bars, sandpits, easels, mud pie kitchens, water runs, playhouses and teepees.

Through these products, Plum aims to make outdoor play both exciting and enriching.

As one of the UK’s largest suppliers of outdoor trampolines, Plum offers everything from four-foot junior bouncers with lights and sounds to 14-foot performance trampolines designed for multi-users. All of its trampolines feature high-grade galvanised steel with powder coating, along with industry-leading Spring Safe technology, giving parents peace of mind when children jump on them.

In addition to its wooden and trampoline offerings, Plum also designs and supplys a range of durable metal outdoor playsets. These include traditional swings (both single and double), modern updates like monkey bars, climbing frames with slides, basketball hoops and accessories such as gliders, nest swings and climbing ladders. All of its metal products are crafted from galvanised steel and powder-coated for enhanced weather protection and long-lasting durability.

Plum Play believe that play should inspire creativity, imagination, problem-solving and, most importantly, fun. Its mission is to create a world rich with possibilities, where every product is safe, durable and environmentally friendly. The brand is dedicated to providing the tools that help children’s imaginations run wild, while ensuring quality and sustainability are at the heart of everything it does.

Beyond the Plum brand, the Plum Play team is proud to be the UK distributor for a selection of top international brands. These include Globber Scooters & Accessories, Injusa Ride-On Electric Bikes and Cars, Happy Hop Bouncy Castles and Play Centres, Flybar, the Original Pogo Stick company, along with a wide range of ride on electric bumper cars, and Nikko Remote Control Cars, celebrating 65 years of innovation in 2026.

Plum looks forward to welcoming visitors to its stand at London Toy Fair. The brand encourages attendees to come and preview its latest products across all the brands it represents. To book an appointment, please contact Steve Richardson, head of UK Sales, using the contact details above.

Maped Juratoys

020 8878 2133 | www.janod.com | sales@juratoys.co.uk

Stand N2 The London Toy Fair 2026 will mark a significant milestone for Maped Juratoys, as the company prepares to unveil more than 300 brand-new products across its three distinctive and fast-growing brands: Janod, Kaloo and Lilliputiens.

This extensive showcase reflects months of creative development, careful design and a continued commitment to producing high-quality toys that inspire imagination, support early learning and delight families around the world. Each brand brings its own identity and philosophy to the collection, yet all share a focus on craftsmanship, innovation and child-centred play.

One of the highlights of this year’s event will be the celebration of the 15th anniversary of Maped Juratoys’ Janod Confetti collection. Since its launch, the Confetti range has become a standout favourite among families, known for its vibrant colours, approachable design and engaging musical play value. The collection of wooden musical instruments has been thoughtfully created to be both visually striking and perfectly sized for small hands, encouraging children to explore rhythm, melody and creative expression. For 2026, the range has been refreshed with an updated colour palette that breathes new life into the entire series while staying true to the charm and spirit of the original line. This milestone anniversary gives the company the perfect opportunity to honour its legacy while showcasing the exciting direction the range is taking for the future.

Another major introduction is the brand-new Janod doll’s house. This impressive three-storey wooden structure offers endless imaginative play opportunities and has been designed with both aesthetics and functionality in mind. It includes 10 wooden accessories, such as furniture pieces, as well as a quilt and four charming character figures. Practical details include a removable roof for easy access to the upper level, magnetic doors and printed wall décor that adds depth and personality to each room. Every element has been created to spark storytelling, nurture creativity and inspire young children to explore pretend play in a rich and engaging environment.

Maped Juratoys is introducing an enchanting new teething range from Kaloo. This soft and soothing gift collection for newborns features gentle textures and a beautifully curated pastel colour palette. Each item has been thoughtfully crafted to offer comfort, tactile stimulation and visual appeal. Maped Juratoys is also presenting the newest additions to Lilliputiens, a range filled with a lovable tribe of playful and endearing characters. This year’s collection features soft tones, imaginative designs and new personalities. Created to be suitable from birth, these charming companions boast cuddly textures, gentle expressions and thoughtful detailing. They capture hearts instantly and offer comfort, companionship and plenty of opportunities for interactive play as children grow.

Together, these launches reflect Maped Juratoys’ continued dedication to creating toys that are beautiful, meaningful and truly engaging. The company looks forward to sharing them with visitors at London Toy Fair 2026.

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2026 Rachel Lowe Games & Puzzles www.rachellowe.co.uk | rachel@rachellowe.co.uk

Stand Upper Level 142 Rachel Lowe Games & Puzzles will present new introductions to the range of Destination Board games at London Toy Fair, featuring both national and international editions. The range includes Destination The Repair Shop Board Game and a 1,000 Piece Jigsaw Puzzle which will appeal to fans of the hit BBC show.

Destination The Repair Shop is a family game that echoes the warm, wholesome feel of the show, making it ideal for get-togethers with family and friends. Players have their own van and can enjoy taking cherished heirlooms to The Barn for restoration. The game requires strategic thinking, as there are challenges along the way, and it is suitable for ages eight and up.

Several other Destination games are available for 2026, including Destination USA, Destination Europe, Destination Christmas, Destination London, Destination World and Destination Star Trek. The Destination Christmas game is a very special edition as sales will support Cash for Kids Mission Christmas, a gift appeal that helps UK children living in poverty who would otherwise have nothing to open on Christmas Day. Destination World is suitable for very young children as the board is a map of the world, and planes jet across to different destinations so they can learn fun facts about each country whilst they play.

These new board games and puzzles join the existing line-up of Destination products which has been produced and distributed over the last 20 years. All of the Destination products are manufactured in FSC-accredited factories using responsibly sourced materials, reflecting Rachel Lowe’s commitment to sustainability and protecting the planet for future generations.

To find out more about Rachel Lowe’s games and puzzles, visit the stand or contact the team using the details above.

Buki France

amaarek@bukifrance.com

Stand Upper Level 184 2026 is expected to be a big year for Buki France in the UK. The specialist brand started its transition to a direct-to-retailers model – tailor-made for the UK market – in early January. Already sold in over 70 countries, the French brand will celebrate this new beginning at London Toy Fair for the very first time this year, showcasing its vast array of products (over 300 SKUs), from chemistry labs to pottery wheels, tattoo studios, drawing projectors and telescopes.

Buki France will also launch 30 new products at Toy Fair, all developed in the brand’s French offices and soon to land on UK shores.

Potions Lab is a magical twist on the classic chemistry set with a real cauldron and light-up base allowing children to create over 15 colourful and sparkling potions, to decorate them with the many accessories and to then place them neatly on the provided shelf. As always with Buki France products, a fully illustrated leaflet will guide children through five different experiments using all the included reagents: magic sand, slime powder, etc.

New on the Arts & Crafts front is the ingenious Professional Studio Artist acrylic painting set, whose case handily turns into an easel with various inclinations and orientations to choose from and is full of tools and accessories for budding artists to discover the art of acrylic painting. The set is generously filled with 18 tubes of acrylic paint, five tubes of glitter paints, 12 different brushes, canvases and sheets of 230g paper, a booklet full of explanations on the various techniques and more.

Also new in the company’s collection is a first-time 18-month+ pre-school product. My First Drawing Tablet is a lightweight, portable and toddler-ready LCD screen tablet that comes with a handy built-in handle and erase button, as well as a lock to protect favourite drawings. Also included are four shape stamps and a double-ended stylus.

With Gemstones & Crystal, which includes a large array of real stones and tools, children will be able to sort through and identify a bag of over 120 rough and polished stones, collect 11 gemstones (fluorescent ruby zoisite, amethyst quartz, fool’s gold and more), and discover experiments to grow their own crystals and understand the formation of minerals. This set is sure to spark curiosity and inspire children aged 8+.

All these products and many more will now be available to order directly from Buki France.

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Come and visit us at London Toy Fair Stand N9

LeapFrog.com For more details contact 01235 555545 or trade.sales@vtecheu.com

2026 Playmobil UK

01268 548 111 | www.playmobil.co.uk | sales_uk@playmobil.de

Stand Upper Level 206 Playmobil UK will be presenting a strengthened and diversified portfolio that spans major licensed partnerships, refreshed evergreen categories and new developments in gifting and impulse. Retailers attending the show will be able to preview the full 2025 line-up, access Toy Fair exclusive opportunities and speak directly with the UK team about commercial plans and support for the year ahead.

A standout reveal for this year’s Toy Fair will be the expansion of Playmobil’s partnership with the European Space Agency (ESA). The new Playmobil Space and ESA assortment delivers fresh storytelling opportunities inspired by Mars research, exploration and next-generation space missions. The collection introduces a line-up of new products designed to engage both space-loving children and fans of the ESA collaboration. They are the ESA: Mars Research Rocket, the ESA: Mars Exploration Rover, the ESA: Space Glider and the ESA: Astronaut with Robot. These sets combine dynamic functions, modular play options and bold design to bring futuristic space exploration to life. The range will begin rolling out from Q1 2025, supported by a fully integrated marketing campaign, dedicated retailer assets and high-impact POS materials.

Playmobil will also spotlight the next evolution of its ever-popular Fire theme. The refreshed range introduces modern vehicles, upgraded accessories and expanded storytelling possibilities across rescue and emergency scenarios. The 2025 launch line-up includes a Large Fire Station, Fire Ladder Truck, Fire Engine, Fire Rescue Pickup Truck, Fire Quad with Burger Shop, Firefighting Helicopter and a Firefighting Drone. The updated range arrives from April 2025, featuring enhanced build designs and strong in-store theatre opportunities. Retailers will benefit from a mix of seasonal promotional plans, online play content and eye-catching POS to support sell-through across the year.

Playmobil is expanding its footprint in the fast-growing gifting and impulse sector with a refreshed collection designed to deliver strong pick-up sales and broad merchandising flexibility.

Among the highlights for 2025 are new Play Eggs, gift cards and Christmas ornaments, offering retailers a variety of small, high-impact items suited to till points, seasonal displays, party gifting and front-of-store placements. Compact packaging, CDU-ready presentation and fast-turn price points ensure these products slot seamlessly into impulse-led areas. Launch timings run from March through to the 2025 festive season, giving retailers several opportunities to refresh displays throughout the year.

Two major licensing collaborations will also take centre stage at Toy Fair, signalling a significant expansion of Playmobil’s reach across new demographics and playstyles.

The Barbie collection, launching Autumn 2025, will feature fashion-led mini playsets, stylish figure packs and giftable accessories designed to appeal to Barbie fans and collectors alike.

The range will be supported with targeted social media, influencer campaigns and PR activity.

A new line between Playmobil and WWE transports the action and spectacle of sports entertainment into the Playmobil universe. With superstar figures, ring environments and dynamic action features, the collection is positioned to resonate with both younger fans and adult collectors. The first wave is set for August 2025, supported by digital content and community-focused activations.

Across all categories core ranges, impulse formats and licensed collaborations, Playmobil will deliver comprehensive year-round marketing support. This includes always-on digital campaigns, coordinated VOD bursts and extensive social and influencer marketing to build awareness and drive footfall. Retailers will also have access to a full suite of POS materials, digital assets, PR initiatives and window displays designed to maximise visibility across physical and online retail environments.

Visitors are encouraged to explore the complete 2025 portfolio at stand UL206, discuss tailored opportunities and take advantage of exclusive Toy Fair offers.

For more information, please contact Playmobil using the details above.

Igloo

customerservice@igloobooks.com

Stand Upper Level 140 Igloo is the home of original toys, books and gifts designed to spark imaginations and unlock creativity.

Renowned for fresh formats, fun ideas and a boldly adventurous spirit, Igloo has become a trusted favourite with families looking for products that encourage children to read, craft and play their way through their early years. Igloo believes that play should feel messy, marvellous and full of magic and every product is crafted to spark moments of joy, wonder and hands-on discovery. With affordability at the heart of the brand, families can enjoy high-quality, creative play without breaking the bank. This year, Igloo is back with a range of imaginative products designed to delight budding artists, little pranksters and dinoobsessed dreamers alike.

The Neon Dinosaurs Mega Box includes six moulds and four neon-coloured doughs so children can shape their own glowing T. Rex, Stegosaurus and plenty more. A 16-page colouring book packed with dynamic dinosaur scenes brings extra fun, making this the perfect mess-free activity for hands-on creativity and imaginative play. Children can also bring an extra sprinkle of festive magic to the season with the creativity-packed Christmas Sponge Art box. Kids can explore 30 pages of Christmassy activities and use four different sponge tools to dab, dot and decorate their very own winter wonderland. With classic red, green and blue paints, plus a special metallic gold for that essential Christmas shimmer, this set guarantees hours of glittering, joy-filled fun.

The Dinosaur Night Light Set is a soothing storybook and night-light duo. The gentle, reassuring tale helps little ones wind down, while the friendly dinosaur night light glows softly in shifting colours before switching off after five minutes. It transforms bedtime into a calm, cosy routine – perfect for any young dinosaur fan drifting off to dreamland. Hilarious, hands-on entertainment awaits inside the My Epic Poo Tin. Children can enjoy a super-squishy poo, a satisfying fidget popper and a catapult for endlessly silly pranks. With felt pens, stickers and 24 pages of poo-themed colouring activities, it’s the ultimate quirky gift for kids who love a giggle, combining funny toys with creative play all in one epic package.

From playful pranks to soothing bedtime moments, Igloo’s new range delivers the joy families love, with imagination at its heart.

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2026 Marvin’s Magic

01582 849 000 | www.marvinsmagic.com magic@marvinsmagic.co.uk

Stand G60 Marvin’s Magic is gearing up for London Toy Fair 2025 with a stand packed full of magic, mischief and must-see new products. From tricks and hilarious pranks to creative play and US hits, this is shaping up to be one of the most exciting showcases Marvin’s Magic has brought to Olympia. This year’s Toy Fair sees the debut of fresh additions to the ever-popular Wicked Pranks and Jokes range, including the star of the show, the Living Hand. Creepy, cheeky and guaranteed to cause a commotion, it’s primed to become a retail favourite thanks to its demo appeal and fun factor.

Alongside the pranks, Marvin’s Magic will introduce new magic sets and magical arts & crafts ranges designed to get kids creating, performing and imagining in entirely new ways. These new lines bring colour, theatre and hands-on creativity straight to the playroom and they’re designed to look fantastic on shelves too.

Marvin’s Distribution is also releasing a line-up of international hits coming to UK and Irish retailers for the first time. The line-up includes a premium slime collection from FAO Schwarz that is beautifully presented, wonderfully squishy and packed with gift appeal. It includes the Hydro Racer from the Sharper Image brand, a highspeed amphibious RC car that doesn’t just race across the floor, it also drives on water, making it a crowd pleaser and an ideal demo line.

There’s also the ZipString Aracna, a web-shooter that uses the viral ZipString technology. After smashing its Kickstarter goal and selling out across the US during the holidays, the Aracna is now primed for release in the UK and Ireland.

Those attending London Toy Fair can expect live demos, hands-on action zones and plenty of chances to try the latest products. Visitors will also get the chance to meet Marvin Berglas, Creator of Marvin’s Magic and President of The Magic Circle, and should expect plenty of showmanship.

Retailers can look forward to strong marketing support, eye-catching POS, influencer-ready content and special fair-only offers, including promotional deals, carriage-paid incentives and free FSDUs on selected lines. The team at Marvin’s Magic can’t wait to welcome customers old and new. At the Toy Fair, it will show off the products it has been working on and share the magic, creativity and fun that make its ranges special.

The Marvin’s Magic team invite attendees to come and experience the magic, the mayhem and the must-see new launches at its stand. Those wanting to contact the team are also encouraged to get in touch using the details above.

Asmodee

01420 593 593 | www.asmodee.co.uk

Stand N12 As 2026 begins, Asmodee’s focus is to make it easier than ever for retailers to bring world-class tabletop experiences to their customers. Whether it’s families choosing board games to take time off screens or the surge in strategic trading card games, tabletop gaming, in all its wide varieties, is an increasingly popular entertainment choice. Strategic Trading Card games led by Pokémon show no sign of slowing. High-demand TCGs are energising the category brilliantly, drawing in fresh audiences and helping drive the remarkable growth.

Across all its titles, Asmodee continues to invest in products, partnerships and trade support that meet that demand. 2026 will be a year of growth for Asmodee around several key pillars, including the strengthening of evergreen brands such as Dobble, Catan and Ticket to Ride, with refreshed trade campaigns and new marketing assets.

The supplier is also introducing new breakout titles that widen the gateway games category and serve both hobby and mass-market audiences, and is set to expand retail support for both games and TCG, including improved POS materials, promotional calendars, and educational resources designed to help store teams sell with confidence. Another key pillar for Asmodee is deepening community engagement, with nationwide organised play initiatives and partnerships aimed at welcoming new players into gaming. Asmodee will also continue its investment in retailer relationships, ensuring stores can count on reliable logistics, expert account support and timely product flow, particularly during peak trading moments.

The iconic titles, clear communication and strong marketing support are at the heart of what Asmodee does and will continue to do. The company partners with retailers of all sizes, from independents to national chains, and the 2026 plan reflects that commitment.

With consumer interest in tabletop gaming continuing, Asmodee will set the tone for another dynamic year, one shaped by innovation, collaboration and a shared mission to bring more people to the table.

Asmodee is also introducing Dobble Spiderman. Designed for 2 to 8 players and suitable for ages six and up, this thrilling game delivers quick rounds of matching action where players race to spot the one matching symbol between their cards featuring the iconic Spiderman universe. With a playing time of just 15 minutes, it’s perfect for family game nights, school holidays, or a quick break from daily routines. Dobble Spiderman is an easy-to-learn, fast-paced game that combines speed, observation and strategy, offering endless entertainment for Marvel fans and gamers alike.

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Zatu Distribution

01603 937 846 | rory.kelly@zatu.co.uk

Stand UN42 This is the first year for Zatu Distribution at Toy Fair. Having launched in June 2025, the company brings over 10 years of data-driven insight from a leading retailer in the board game market and aims to bring retailers games that resonate with the UK audience.

Despite being a young operation, Zatu Distribution has already achieved major milestones, including a Waterstones Game of the Month with A Gentle Rain and a preorder sell-out of The Old King’s Crown, which has gone on to secure multiple Game of the Year awards. A Gentle Rain is now played by families, and also used in schools, therapy settings and dementia care thanks to its calming, tactile gameplay.

Over the next six months, Zatu Distribution will enter a new phase with its first international distribution titles and a series of licensed games from globally recognised properties. It will be showcasing board game adaptations of Clash of Clans and Tomb Raider as well as a number of Disney titles and an officially licensed NASA game. Dare The Unknown lets players explore NASA’s legacy and operations using the official NASA licence. Featuring the agency’s most iconic vehicles and spacecraft, the game is packed with real-world history and facts, delivering an immersive and authentic experience.

Outside of its licensed games, Zatu Distribution will also showcase titles from its growing catalogue. Brand new releases include Catapult Feud, an expandable system in which players build castles and then destroy their opponent’s structure using a host of ballistic weapons. From classic catapults and ballistas to roaming dinosaurs with cannons on their backs, the game is chaotic and fun. Players can begin with a core set and expand from there.

Racing Line Junior expands the award-winning Racing Line series and is ideal for every F1 enthusiast, plus the Junior edition simplifies the rules without compromising on the strategic gameplay. Players can throw dice, use action cards and careen around the track at any age.

Outside of board games, Zatu Distribution is launching an innovative range of augmented reality books. These titles use a choose-your-own-adventure format and app-based minigames that come to life by scanning the pages. From pirate ships to goblin treasure troves, its Peasoup AR book range is already generating buzz and looks set to be a hit in 2026.

Zatu Distribution is also bringing the Japanese dexterity craze Yubibo to the UK. Yubibo is a cooperative game in which players balance wooden dowels between their hands to build an unstable structure. Supporting up to eight players, it’s hilarious, mesmerising and a highly social experience. Zatu Distribution encourages Toy Fair attendees to pop by its Toy Fair stand for a go.

Zatu Distribution will also be showing Offshoots, the tree-building game of ever-expanding branches, as well as a number of ongoing hobby hits, including the Kinfire range, Witchcraft, Inferno, Aspens and more.

Retailers thinking about opening an account with the company should be aware of its Buyback Scheme where Zatu will purchase slow-moving stock from account holders’ shelves in exchange for credit on its products. Toy Fair visitors are invited to have a chat at stand UN42 to get started. Alternatively, they can contact head of Distribution, Rory Kelly, using the details above.

Frog Hall Games

www.froghallgames.com | gareth@froghallgames.com

Stand B41 Gareth Edwards started designing games through Farplace Animal Rescue 18 months ago, with the Days games now sold and licensed into 11 different countries and achieving significant 6-figure numbers.

The company’s Days series of games, which launched with Woof Days, Dino Days and Cat Days, continued with Dungeon Days, Space Days and Pirate Days and has continued to prosper. The games make great stocking filler or travel gifts, and Farplace has localised editions into three other countries.

Following a meeting with Cheatwell Games at the start of 2025 at the London Toy Fair, just as Gareth’s new game studio, Frog Hall Games, was launched, Cheatwell has taken on distribution of the Days games.

Frog Hall Games has also unveiled Cat Earth, launching at the London and Nuremberg toy fairs. Gareth will be present at both events in signature suits for the different games he has designed over the last few years.

Many Tanks, a light WW2 strategy game, launches with Occam Distribution in 2026. Clean The Castle, Don’t You Pair and One More Letter games will launch in the summer with another partner, and Take Cat, a family card game, will launch in 2026 with Gibsons Games.

Gareth has also signed the Never Say Spy party game and is working on Dr Yes, Gold Thinker, You Only Guess Twice and Thunderscrawl in the same series of games. Additionally, he has a dinosaur Euro game extinction event and several card games, including Abandon Sheep and Pairway To Heaven.

Prototypes are all viewable in London, and in Nuremberg. Gareth has also started to produce games to order or to match IPs and is available to represent other inventors. He can be contacted on the details above.

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2026 Momo-Toko

(1) 626 8188 392 | www.momo-toko.com denise@momo-toko.com | Info@momo-toko.com

Stand UN54 Momo-Toko is set to make its debut at London Toy Fair 2026, bringing a fresh, design-led approach to modern character collectability. The LAbased designer toy company centres its universe on emotional expression, contemporary personality traits and the belief that the most compelling characters are perfectly imperfect. Each Momo-Toko creation is crafted to feel alive, with characteristics that are expressive, humorous, vulnerable and deeply human, reflecting the brand’s dedication to blending artistic soul with commercial appeal.

A core pillar of Momo-Toko’s philosophy is its commitment to elevated craftsmanship.

The company focuses heavily on surface finishing, material contrast, expressive form and fine detailing, ensuring that both vinyl and plush products carry a refined, artistic quality.

Every character is treated as both a collectible and a miniature art form.

Three hero ranges lead Momo-Toko’s showcase: Fif-a-lif, Ahh-Zoomies and Shark Bunny. Fifa-lif represents quiet sensitivity and emotional softness, Ahh-Zoomies captures today’s fast, overstimulated, high-energy minds and Shark Bunny, the relatable shopaholic, reflects the everyday rhythm of scrolling, clicking and parcel anticipation. These characters will appear across the two premium formats of vinyl blind boxes and sculptural clarity high-quality plush. The vinyl blind boxes will feature refined surface finishing while the plush will be crafted with expressive embroidery and carefully selected fabrics.

To expand the universe, Momo-Toko will also unveil four new IPs exclusively at the fair, each representing a distinct modern emotional or behavioural theme. The company will also debut Mode-s, a modular magnetic designer toy that blends art-toy craftsmanship with interactive assembly. Collectors can reposition and customize components, and the designer will be present at the booth to share insights into Mode-s’s creative and technical development.

Momo-Toko will also collaborate with a Japanese gacha machine partner on its stand, supporting the brand’s aim to introduce more tokens and playful experiences into the UK retail landscape. Gacha, a beloved feature of Japanese kawaii culture, adds a second unboxing layer, blending tactile anticipation with the joy of surprise. Toy Fair visitors will be able to play the machine and take-home exclusive pre-launch items.

Momo-Toko will also present hourly Spin-the-Wheel giveaways, offering tote bags, keychains, small premiums and designer-signed samples.

During daily Happy Hour from 4–6 pm, visitors can meet the designer, play the gacha machine and enjoy a dedicated photo booth experience, featuring fun character-inspired costume props. Attendees can snap photos that express their mood or personality trait, from anxious to energetic and everything in between.

Retailers attending London Toy Fair are invited to visit stand UN54 to experience Momo-Toko’s character-driven world.

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Striders

07956 964 379 | www.striders.biz | rakesh@striders.biz

Stand UN70 Striders presents a dynamic portfolio of children’s products designed to inspire creativity, confidence and joyful play. At the heart of the range is Pugs at Play, a charming collection of interactive plush and character-led products that combines movement, sound and personality. With their playful design and engaging features, Pugs at Play toys spark imagination, encourage emotional connection and deliver instant shelf appeal. Expanding creative play even further is the Play-Doh Stationery and Activities range which seamlessly blends the iconic Play-Doh brand with everyday stationery and hands-on activity sets. Designed for use at home, in school or on the go, the range promotes fine motor skills, creativity and open-ended play while transforming traditional stationery into fun, colourful experiences children love. Completing the consumer lineup is Be U, a thoughtfully developed range of activity sets created to celebrate individuality and self-expression. Be U empowers children to explore creativity, build confidence and express who they are through engaging, age-appropriate activities that feel both fun and meaningful.

Supporting these brands is Striders’ Plush Factory, a dedicated manufacturing capability based in India, specialising in both licensed and OEM plush production. From concept development and character translation to scalable manufacturing and quality control, the Plush Factory enables Striders to deliver flexible, cost-effective and reliable plush solutions for global partners.

Together, these ranges and capabilities reflect Striders’ commitment to innovative design, trusted brands and end-to-end execution. This combines creative play with manufacturing expertise to deliver strong consumer appeal and fresh opportunities for retailers and licensors worldwide.

Those attending London Toy Fair are encouraged to visit Striders and see its products. Those wanting to learn more about the products being showcased are also encouraged to contact the Striders team using the contact details above.

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New for Baby and Toddler

Contact your account manager or our sales admin team: sales@orchardtoys.com

2026 LA Brands

www.cryptickillers.com | team@cryptickillers.com

Stand Upper Level 157

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LA Brands is set to exhibit for the first time at the London Toy Fair with a showcase of four new titles from its best-selling murder mystery range, Cryptic Killers. Launching to retailers in 2026, these releases expand the brand’s signature portfolio of narrative-driven detective games, offering a diverse range of themes designed to captivate players with a wide variety of interests. Retailers visiting the stand will also benefit from attractive trade incentives, merchandising support and exclusive first looks at the latest additions to the collection.

Leading the lineup is the highly anticipated Peaky Blinders Murder Mystery Case File, created using Banijay Rights’ official licence and timed to coincide with new brand activity.

This case file puts players into the criminal underworld of 1920s Birmingham, with the Shelby family central to a brand-new storyline crafted exclusively for the game. With realistic evidence and atmospheric design, it promises to be one of the most in-demand mystery titles of 2026.

Joining it are three original additions to the Cryptic Killers range. Murder of a Magician invites players into the world of illusion and deception, challenging them to uncover the truth behind a fatal stage performance. Packed with ‘props inspired’ evidence and magical drama, it delivers a theatrical and visually striking experience on the tabletop. Murder of an MVP shifts the action to the high-pressure world of professional basketball. This case file blends scandal, rivalry and revenge, giving players a fast-paced and contemporary narrative that appeals to sports fans and families alike. Finally, Murder in Medieval Britain transports players to an era of castles, conspiracy and jousting. Using historically inspired documents and character-driven storytelling, this release brings a uniquely immersive twist to the murder mystery genre and broadens the range into new historical territory.

All four titles showcase LA Brands’ commitment to storytelling and high-quality production values. Each case file includes comprehensive evidence packs, absorbing storylines and integrated digital elements where appropriate. They are designed to sit alongside the company’s existing bestselling range, offering retailers a stronger, broader year-round offering.

Every order includes free shipping, along with the opportunity to access merchandising solutions such as branded CDUs and full-height FSDUs, designed to maximise instore visibility. Marketing support will roll out ahead of launch, including influencer partnerships, paid social campaigns, teaser trailers and dedicated game pages optimised for conversion.

At Toy Fair, LA Brands will be running several stand-only activities to attract visitors, including exclusive previews of the new case files, hands-on evidence samples, carriage-paid orders and free FSDUs for qualifying purchases. Visitors will also be able to meet members of the creative team and get an insider look at the development process.

Retailers are invited to visit LA Brands on its stand to explore the full 2026 range and secure early allocations of these new releases.

EXHIBITOR

Gibsons Games

020 8661 8866 | www.gibsonsgames.co.uk sales@gibsonsgames.co.uk

Stand E15 Following its King's Award for Enterprise, Gibsons Games is delighted to unveil a brand-new stand design for Toy Fair.

The supplier is set to showcase its lineup of jigsaw puzzles and games for 2026, including four new puzzles celebrating a collaboration with the National Trust, one of the UK’s most cherished conservation charities. The puzzles depict the beauty of National Trust locations across the country and are made to Gibsons’ signature high standard, using 100% recycled board in compact packaging with no single-use plastic, reflecting both brands’ commitment to sustainability. The National Trust collection is available from January 2026 and will appeal to puzzle enthusiasts, nature lovers and anyone who appreciates the charm and diversity of Britain’s landscapes and landmarks.

Gibsons’ collaboration with the RSPB goes from strength to strength with three new puzzles for 2026 that depict stunning wildlife scenes and support the RSPB’s vital work. Gibsons is also continuing its successful collaboration with The Art File. The two British family-run businesses share a passion for quality and creativity and have teamed up to produce a range of beautiful 1000-piece jigsaw puzzles. Together, they have elevated well-known classic games, designed to be both played and displayed.

Following the success of Dingbats, Gibsons has launched a travel version, Dingbats-to-go. Perfect for road trips, holidays, or daily commutes, this compact version brings all the Dingbats fun everywhere. Meanwhile, the London Underground Collection is a highlight of the Gibsons catalogue and continues to be loved by customers. The full range of TFL games and puzzles will be on full display at Toy Fair.

Gibsons’ B Corp certification and commitment to using business as a force for good continue to guide its future. The company’s dedication to sustainability was further honoured with the King’s Award for Enterprise in Sustainable Development in 2025. As a B Corp, Gibsons remains focused on prioritising people and planet whilst creating moments of joy for all its customers.

Retailers placing an order on the Gibsons stand will get the chance to spin the wheel and win exclusive discounts and prizes.

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WE’VE MOVED! NEW STAND LOCATION N19

Appointment only. Book directly

PhatMojo ® 2026 © 2026 Hardest Cut Creations Inc, Janzen IP Co LTD & Workout Lifting Video Games LLC. All Rights Reserved. Grow a Garden™

© Tattoo Zoo LLC

2026 NDA Toys

01708 898 884 | sales@nda-toys.com

Stand Upper Level 120 This will be NDA Toys’ first appearance at London Toy Fair, marking a milestone for the brand as a business and as a family team. NDA Toys has grown rapidly, quickly establishing itself as a brand that makes the lives of retailers easier.

With one account, the brand lets retailers buy across the biggest names in toys, including Bandai, Bayer Design, Bullyland, Character, Craft Buddy, Funko and more, with more new partners already confirmed for 2026. NDA Toys promises fast ordering and next working day delivery for most UK customers, with two-to-five-day delivery across much of Europe.

NDA Toys’ exclusive distribution for Bullyland continues to be a major focus, especially with the brand’s expanding licensing portfolio. Toy Story figures are already gathering momentum and in the run up to the next film in 2026, the brand expects demand to accelerate sharply.

WWE is set for significant growth thanks to its Netflix push, and Hot Wheels is seeing even more traction with the launch of its F1 collaboration. Stranger Things, Wednesday, Harry Potter, Pokémon, Disney, Star Wars and Marvel remain consistently strong, and NDA Toys will continue to grow its offering across these evergreen worlds.

Pocket money has been a powerhouse category for NDA Toys in 2025. Sensory, sugar and squishy toys continue to lead the way, and the company has invested heavily in expanding its offer across all of these sub-categories. With demand showing no sign of slowing, NDA Toys will continue broadening its range to ensure retailers can move quickly on best-selling lines.

The company believes that if it focuses on service and the customer experience, everything else follows. NDA Toys’ team has built IT systems that make ordering effortless, transparent and dependable, with IT upgrades next year coming directly from retailer feedback. At this year’s show, the company is keen connect with suppliers who are looking for a distribution partner that moves quickly, communicates clearly and treats retailers well. If attendees have strong products and want them represented with energy and care, the team would love to speak with them.

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Bladez Toyz

023 9265 8255 | www.bladeztoyz.co.uk charlotte@bladeztoyz.co.uk

Stand E35 Bladez Toyz will be showcasing a bumper range of Arts & Crafts and Radio Control lines at this year’s London Toy Fair, including a sneak peek of a global phenomenon that revolutionised RC almost 10 years ago. The company will also be teasing its new licensed ranges, some of which will be tapping into the ever-growing Kidult market, and showcasing the product development within its bestselling Minecraft, RPM and Mojo Swoptops ranges.

Hot Wheels has long been an important part of the Bladez Toyz range, and 2026 brings new additions to its portfolio of Arts & Crafts and RC lines, including the new 4Trac Racer Set, featuring two of the fastest Maker Kitz vehicles yet. These easy-to-build kits require no glue or scissors and feature 4Trac cars coming in a larger scale with motorsport-style wheels for enhanced grip.

Bladez will also unveil its next evolution of Hot Wheels flying RC. The Hawk Max racing drone – a larger scale, easy to fly drone – packs in all the standout features that made the original Hawk so popular, including 360 flips, LED lights, auto hover and multispeed control. This bestselling drone will be demonstrated alongside the all-new 4Trac Racer Drone; a legend on the track and in the air, this vehicle blends style with speed and will be ready to soar onto shelves in autumn/winter 2026.

Following the first-to-market toy licensing deal for Mojo Swoptops last year, Bladez Toyz has extended its partnership with Blue Zoo Licensing and is adding the popular Blocks Universe brands to its growing arts & crafts portfolio. After showing a sneak peek in LA last year, Bladez Toyz will be showcasing the full range for the first time at Olympia.

The beloved characters from Numberblocks, Alphablocks, Wonderblocks and Colourblocks will be brought to life with a fun and educational range of Arts & Crafts products with price points ranging from £2.49 up to £24.99. This new range will include the best-selling Sticker Activity Sets and Bumper Activity Sets in playful and vibrant designs, as well as new additions such as the Mega Marker Sets and Colouring Tables, ideal for young fans of the show. With the Blocks Universe brands trusted by parents and educational professionals alike, these sets will provide children with the chance to further their learning through a powerful blend of play and learning.

For further information or to make an appointment to see the company at Stand E35, contact the team via the details above. The team looks forward to speaking with retailers about supersizing their 2026 trading with Bladez Toyz.

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2026 Buddy & Barney

www.buddyandbarney.co.uk | jeremy@buddyandbarney.co.uk

Stand GZ01 Buddy & Barney is an independent, family-run toy brand and publishing company based in Bath. The brand features high-quality bath toys and fun novelty books that bring smiles to children and parents alike. Buddy & Barney’s mission has always been simple: to design products that make learning, creativity and bath time a joyful, memorable experience for families everywhere.

Buddy & Barney features a growing collection of award-winning products; every item is crafted with care, combining educational value with imagination, humour and a healthy dose of playfulness. The company’s expanding portfolio also includes educational and craft products designed to inspire creativity, problem-solving and handson exploration. Whether it’s a storybook that sparks laughter, a bath toy that boosts sensory play or a craft activity that encourages artistic expression, the company’s focus is always on helping children explore their world through fun and meaningful play.

At this year's Toy Fair, Buddy & Barney is revealing a selection of new products across several categories. One of the most eagerly anticipated launches is the latest addition to its award-winning collection, the Scratch and Sniff Fart Book - a playful, cheeky title that promises to entertain both kids and grown-ups. Alongside this, the company is introducing brand-new bath time ranges, including its innovative Bath Time Puzzles. These colourful, chunky foam puzzles are designed to make bath time interactive by encouraging shape recognition, storytelling, problem solving and imaginative play while children splash, stick and solve.

Sustainability continues to be a key focus for Buddy & Barney. The company has been working hard to improve the environmental footprint of its packaging, and many of its products now feature entirely plastic-free packaging. Buddy & Barney aims to reduce its impact on the planet and is constantly exploring new and creative ways to make its designs as eco-friendly as possible. This commitment will continue to guide the company’s approach as it develops future ranges.

To support retailers, the company is offering an Exclusive London Toy Fair Show Offer on orders placed at the show and up to 31st January: Free freight on all orders over £250 (UK mainland only); orders over £500 – 5% discount; orders over £1000 – 7% discount; and orders over £1500 – 10% discount.

Buddy & Barney will be attending Toy Fair for the second time after a successful show in 2025. The company looks forward to sharing its story and showcasing its latest creations with fellow toy lovers, buyers and industry partners.

Bruder

(49) 911 752 090 | www.bruder.de | info@bruder.de

Stand D2 (Alpha Toys), Stand UN70 (Robbie Toys) Bruder is set to launch the Scania Super 560R recovery and towing truck with L&S module at this year’s London Toy Fair. Modelled on the real commercial vehicle in terms of attention to detail and play value, this towing truck is equipped with towing goggles, storage flaps, a telescopic main arm and a cable winch. The recovery and towing process of large commercial vehicles, such as trucks or tractors, can be realistically simulated. It is designed in an impressive colour scheme set to stand out on shelf, and its Mack Granitebased counterpart also has impressive presentation. Both vehicles are brimming with power and technology; these tow trucks can handle all of Burder’s large vehicles and are designed to tow trucks and large tractors. With a winch, telescopic main arm and plenty of storage compartments, these models offer hours of fun with a redesigned truck light and sound module that adds light and sound effects to the play experience.

Another addition to the Roadmax series is the Roadmax tipper truck. With an impressive price-performance ratio (highest quality paired with extensive functions), this is a classic on every construction site and belongs to one of the most successful Bruder theme worlds. Featuring an impressive design and made in Europe, the Roadmax tipper truck, in typical Bruder design, is set to ‘wow’ consumers with its robust construction and child-friendly features, perfect for the youngest Bruder fans aged 2+. The large tipping bed empties to the rear, just like a real truck, and is just as high quelity as the models for older children.

Robbie Toys will be present at the fair to introduce its new role as Bruder’s exclusive online distributor and explore opportunities with online retail partners.

Visitors can find Robbie Toys at stand Upper Level UN70.

Alpha Toys will once again showcase the Bruder range, offering an ideal platform to engage with existing stockists and present the latest product innovations to the traditional retail trade.

Colm and the Alpha Toys team look forward to welcoming visitors to Stand D2 in the Grand Ground Hall.

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BU I A R IN T FOR M O M, VA DE RN LU ES.

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ISCC+ CERTIFIED MATERIAL MADE WI A GR N HEART

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Toy Fair London D35 Nuremberg Toy Fair Hall 12.2 P-04 Spring Fair Hall 5 G10–H11 ALONGSIDE

2026 IME

FIRST T

Topbright

EXHIBITOR

07772 482 255 | robinson@topbrighttoys.de

Stand UN37 and Stand E16 (Halilit) Topbright continues to strengthen its position in the European market with a growing portfolio of educational toys that champion hands-on discovery and meaningful play. With a clear focus on quality, durability and thoughtful design, the brand develops products that encourage children to explore, experiment and build essential skills at their own pace.

Topbright’s approach is rooted in understanding how children learn. Every product is created to support real developmental milestones while offering the creativity and fun that families look for. From fine motor challenges to imaginative role-play and early STEM exploration, each toy is crafted with features that allow children to test, try and learn independently. This not only inspires confidence in young learners but also offers parents reliable, long-lasting play value.

Sustainability and material integrity are central to the brand’s philosophy. Topbright uses responsibly sourced wood alongside durable materials to ensure its toys can be enjoyed over many years of play. By prioritising longevity, the company reduces the need for frequent replacement – an important part of supporting both families and the environment.

Founded in 2020 as the European subsidiary of Topbright Animation Corporation, the company has quickly expanded its footprint, earning international recognition, including multiple industry awards. Today, Topbright partners with retailers across Europe, offering a strong, design-led range that consistently delivers value and innovation.

For 2026, the brand is preparing to present its newest products and key highlights at major industry events, including London Toy Fair and Nuremberg Toy Fair. Retail partners will also be able to meet Halilit – the new official distributor for the UK and Ireland – at stand E16 at the London Toy Fair.

Topbright looks forward to engaging with retailers, buyers and partners as it continues to champion purposeful, joyful learning experiences for children across Europe.

Craft Buddy

0203 417 6565 | www.craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk

Stand E2 After another impressive year of growth in 2025, both in the UK and internationally, Craft Buddy kickstarts the 2026 trade show season at London Toy Fair, showcasing brand-new innovations, imagination, creative crafting and licensing partner launches of its spring/summer ranges.

Success in 2025 was driven by new retail accounts in multiple territories, and new distribution agreements in Germany, South Africa and Egypt, plus a notable signing with Crayola for Italy and Spain. Business objectives for this year place emphasis on driving expansion of the global licensing portfolio, growing presence in the USA, as well as strengthening existing partnerships and securing additional retail partners globally. Craft Buddy is poised to continue building upon its growth into 2026.

The sparkling spring/summer showcase builds on Craft Buddy’s award-winning Crystal Art brand, renowned for transforming creative moments into display-ready keepsakes, and introduces new launches designed to elevate collectability, gifting, wearability and mindful, screenfree activity – all perfectly aligned with today’s broad crafting audiences and lifestyle trends, and reinforcing Craft Buddy’s position as an innovation leader across Kidult, nostalgia, fandom and emerging craft trends.

Headline launches include new collaborations with Sanrio’s Hello Kitty & Friends, Hasbro and Fuzzballs, each bringing a new fan base and appeal that further strengthens Craft Buddy’s licensing reach. Hello Kitty & Friends’ popularity and appeal with today’s young consumers, as well as the growing Kidult fan base, is a perfect pairing in Arts & Crafts, whilst Hasbro’s evergreen Peppa Pig will delight the pre-school audience, bringing creativity as a shared activity with parents and carers. The kawaii-inspired, quirky Fuzzballs brand, with its colourful and endearing characters, marks Craft Buddy’s first popculture lifestyle licensing partnership and extends the brand’s appeal across all crafting age groups, aligning perfectly with the fast-growing Kidult audience.

The Crystal Art portfolio evolves with new blind-bag concepts driven by strong global demand, including a Hello Kitty & Friends Sticker Album and Harry Potter 2-in-1 Crystal Art Pin Badges. The line-up also introduces an innovative double-XL Peppa Pig Crystal Art Junior, expanded Crystal Art Junior XL Buddies, new greeting card collections and additional Scroll and Poster Kits.

The company also continues to strengthen long-term partnerships with Disney Pixar, Warner Bros. Discovery and Carte Blanche’s Me to You brand, introducing new creative directions across established best-selling lines.

Product extensions across the entire Craft Buddy licensed ranges that connect with the year’s biggest entertainment moments, and toyetic movie releases include the highly anticipated The Mandalorian and Grogu, Toy Story 5 and Avengers Doomsday, which will drive excitement for a diverse audience of crafters, particularly Kidults, as a growing audience that’s expected to continue this year.

For retailers and distributors, Craft Buddy continues to be a trusted partner for premium, high-impact creative products that deliver year-round sales and repeat purchases. Every new launch combines family-friendly appeal with genuine originality, ensuring that its signature ‘sparkle factor’ shines wide at retail.

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2026 E

M I T T S R I F

EXHIBITOR

Craze Toys

07908 793 246 | www.craze.toys | sales@craze-group.com

Stand UN75 Craze Toys will be aiming to make waves in the UK market in 2026 as it launches a new range of creative and collectible brands at the London Toy Fair for the first time. Since arriving on the scene in Europe in 2012, Craze has become one of the German-speaking region’s most widely distributed companies and is now ready to grow that success and drive its creative ambition with a dedicated team in place in the UK. The hero focus of the Toy Fair stand will be Inkee, Craze’s own bathtime-inspired brand that combines innovative fizzing bath bombs with collectible figures from some of the world’s most popular licences.

Transforming an everyday routine into a splashy, sensory-rich experience that blends fun, well-being and creativity, Inkee turns water into colour, fizz and fragrance. Each product is dermatologically tested, vegan and free of microplastics, so it provides a clean and skin-safe bathtime experience. Turning the bath into a playground, Inkee also provides a wow reveal play element as children watch to see which character is hidden inside their bath bomb. With strong licences to encourage collectability, from Paw Patrol and Peppa Pig to Hello Kitty and SpongeBob SquarePants, the Inkee collection includes bath fizzers, crackling crystals, bubble powders, bath liquids and face masks.

Other themes within the vast collection for children to choose from cover unicorns, racing cars, monster trucks, princesses, dinosaurs, dragons and mermaids. The surprise bath bombs will be demonstrated on the stand at Toy Fair to showcase the vibrant colours, sweet scents and quality of the figures, and visitors will also be able to see the striking FSDU options which will give Inkee amazing stand-out in stores and encourage that all-important repeat purchase.

Craze is also a category leader in Europe with its Magic Slime, Magic Dough and Magic Sand brands and is looking forward to introducing its impressive range of compounds and creative play products into the UK, also driven by strong licensing. In addition, the company will be showcasing its magical collectible brand Galupy, a series of detailed collectable unicorn figures available in foil bags, blister packs with accessories and play sets. There will also be a tease of some new plush lines, another rising category where strong character design and storytelling are opening new avenues for growth, as well as a first look at seasonal gifting, including a selection of advent calendars.

Craze is pleased to be entering the UK market in 2026 offering brilliant play value in pocket money toys, a strong portfolio of licensed product and some fabulous new brands in the Collectibles category, which have been designed to excite retailers and entertain children. The supplier encourages Toy Fair visitors to drop by its stand to take a look at all the innovations and see how the team can support customers with dedicated in-store point of sale and marketing.

Dolu

07877 443 733 (Ria) | 07850 779 797 (Steve) | sales@sjr-associates.co.uk

Stand B100 Dolu, now in its 51st year, is marking over half a century of designing, developing and manufacturing toys and nursery items in Istanbul, Turkey, where goods are supplied to 85 countries worldwide.

The company is looking forward to welcoming customers both new and old as it unveils new items and catches up with customers to discuss strategies and business growth for the year ahead. Dolu boasts a large factory and warehouse, with over $10m of stock inventory that has been invested into so that it can constantly flow its supply channels across all markets. The company has grown its global reach in the last 12 months, entering the US markets as US buyers have expanded their sourcing remit outside of the FE in recent times.

2025 marked great success and growth for Dolu in the UK, particularly in the Outdoor Toys category. The company has seen rapid growth across items such as playhouses, sand and water tables, slides, ride-ons and trikes. Due to the way that its supply chain operates, holding many items in stock in its factory, with short lead times and frequent door-to-door shipping options, Dolu can react to buyers' demands seen in the market, where it welcomes repeat orders throughout the season, which the company can deliver in as little as 21 days from the day of order.

Dolu’s product range for outdoor toys has seen the introduction of new colourways, matte finishing and full retail packaging on many products, in addition to online order-ready-to-dispatch packaging.

For 2026, Dolu has added some FSDU product options and pocket money lines to the range. Dolu is very flexible; as all of its product ranges are made within the same factory, orders can be combined within one shipment, with no MOQs per line. Dolu’s facility is audited by global standards required by retailers and covers a closed production space of 62000 sqm.

In 2025, the company celebrated its 50th anniversary with continued growth and success year on year, by listening to customers, monitoring the markets and reacting to demands, whilst also investing in new products every year and refreshing products when needed to keep its offering strong, with keen pricing, fit for market and varied and fresh.

Readers can contact the team via the details above to arrange a meeting and to see the range of products.

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2026 KidAntics

01293 364 364 | www.kidantics.co.uk enquiries@kidantics.co.uk

Stand D25 KidAntics is set to make a major impact at the London Toy Fair 2026, unveiling its largest portfolio ever with seven brand-new ranges launching across the UK and Ireland. The company is broadening its offer across construction, STEM, crafts, plush, games, early learning, stationery and, for the first time, a collectible sensory brand.

The new selection joins expanded lines from existing ranges, giving retailers an opportunity-rich start to the year backed by strong trade and consumer support.

Builderz introduces early engineering play for ages 3+, using colourful components and child-safe tools to help children build vehicles, machines and more.

The line offers both single and 2-in-1 sets, blending role-play, educational value and hands-on construction. Sandart continues to shine in the Craft category with colourful, mess-free art kits, and Wild! Science brings real STEM exploration to life with accessible chemistry, biology, space and forensic kits. Bestsellers include slime labs and DNA extraction experiments. Meanwhile, Wild! Craft supports creativity and self-expression with trend-led kits including lip balm labs, bath bombs and glitter tattoos. The range features bright packaging and birthday appeal.

Roo Games delivers quick, family-friendly gameplay with strong eco credentials, One Love debuts a sustainable plush line made entirely from recycled fabrics, spanning soft toys and bag charms, and Mier Edu, new to the UK & Ireland, strengthens early learning with sound-enabled Build ’n Sound puzzles and travel-friendly Magnetic Puzzle Tins. Potion Pets introduces a collectible sensory reveal experience where children dissolve a mystery orb to discover magical creatures from the 10 Realms of Eloria. Featuring Common, Rare and Ultra-Rare pets such as BlazeTail and Glimmer-Chomp, the range combines tactile play, storytelling and digital exploration. Craft favourite Avenir is also expanding with lots of new items, including six crochet animal kits with huge collectability opportunity. Additionally, Haku Yoka is boosting its stationery collection with Scented Dot Markers, Mini Colouring Books and so much more, and Wild Thingz is growing its imaginative play range with new puppets.

To support sell-through, KidAntics offers FSDUs, CDUs, digital assets, online content, videos, imagery and promotional support, designed to highlight shelf presence and maximise consumer engagement. Visitors to the stand can access exclusive show offers, including carriage paid deals and free FSDU opportunities on selected lines.

Edx Education

www.edxeducation.com | mia@edxeducation.com

Stand B36 At London Toy Fair 2026, Edx Education is looking forward to unveiling a series of innovative new ranges designed to inspire curiosity, creativity, emotional intelligence and hands-on learning for children around the world. Celebrating 30 years of expertise in educational resources in 2026, the company aims to continue developing playful products that build strong foundations for lifelong learning.

One of Edx Education’s biggest launches this year is the Busy Play range, a retail collection thoughtfully designed to make early learning more accessible for families. Busy Play brings together open-ended play with purposeful skill development, encouraging children to explore maths, creativity, motor skills and problem-solving in joyful, screen-free ways. Each product has been crafted with educators and caregivers in mind, ensuring depth of learning while supporting children’s natural drive to discover. From hands-on building kits to imaginative play sets, Busy Play offers a wide variety of opportunities for children to play, learn and create at home or on the go.

The company is also introducing a brand-new plush toy range designed to help children understand, manage and express their emotions. Emotional regulation has never been more important, and this new collection provides a soft, approachable companion for navigating big feelings. Each animal character features six interchangeable emotion faces and is accompanied by supportive resources developed in collaboration with early years specialists. These lovable plush toys are more than just cuddly friends – they are tools that help children build emotional literacy, resilience and confidence to last a lifetime.

Licensed ranges are an area of growth for Edx Education as the company heads into 2026. Visitors can discover The Very Hungry Caterpillar learning through play range, which includes four toys that combine storytelling magic with educational value, helping children develop number recognition, sequencing, fine motor skills and emotional connection. It’s a blend of literacy, learning and play.

Edx Education will also be announcing a new global licensing partnership this month. While details remain under embargo for now, this collaboration marks a significant milestone for Edx Education. It brings together the supplier’s educational expertise with an iconic brand loved by families worldwide, resulting in a vibrant new collection that will further expand its play-based learning portfolio.

As the demand for high-quality educational play continues to grow, Edx Education remains committed to designing ranges that meet the needs of today’s families and educators. The company’s products are thoughtfully developed to support key developmental areas, including fine and gross motor skills, speech and language, early maths, creativity and social-emotional development, ensuring children have the tools they need to thrive.

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Hachette Boardgames UK (Stand UL-123)

London Toy Fair 2026 Showcase

2026

Mythologies

Super Meeples

Akropolis: Pantheon Gigamic

Tag Team: Arthur’s Legacy

Qomet

Scorpion Masque

Moustache

Gigamic

Omens

Lumberjacks Studio

Spiral Éditions

Wispwood

CGE

Pick ‘n Packers MicroMacro: Crime City Oink Games

Edition Spielwiese

nominated for

SPIEL DES JAHRES 2024

Captain Flip PlayPunk

Captain Flip: Isla Bomba expansion releasing 2026

recommendation list

KENNERSPIEL DES JAHRES 2025

Zenith PlayPunk

HachetteBGUK hachetteboardgamesuk

Contact us!

salesteam@hachetteboardgames.co.uk

2026 Khadou

www.khadou.com | sales@khadou.com

Stand F22 Khadou is unveiling a raft of new and innovative products at the London Toy Fair. This year’s showcase will highlight an expanded lineup of licensed ranges from beloved brands, including South Park, Hello Kitty & Friends, Sonic the Hedgehog, Molang and Adventure Time, alongside a growing selection of blind-box collectibles and the debut of an all-new original IP. Khadou’s licensed portfolio continues to strengthen, and visitors will be able to explore the full offering at Toy Fair. The company’s flagship plush and figure ranges will take centre stage, with fresh additions for South Park, Molang, Care Bears, Sesame Street and more. For the first time, Heathside will also be presenting its newly developed WWE range featuring Plush, Squishies, Microids Figures and MiniQ Figures featuring some of WWE’s most iconic Superstars.

Alongside its flagship licensed lines, Khadou will spotlight a selection of its newest product co-brands. Leading the charge will be Cl!cky Caps, a playful collection of novelty keychains built around interchangeable, removable keycaps.

Presented in blind-box format, Cl!cky Caps combine the fun of collecting with the satisfying fidget appeal of mechanical keycaps, allowing fans to swap, trade, or even attach them to their own keyboards. With strong collectible appeal and tactile charm, the range brings a fresh twist to on-the-go collectible accessories.

Khadou is also introducing Microids, the new umbrella name for its licensed micro-figure offering, delivering fan-favourite characters in detailed miniature form. Expanding this ecosystem is Microid Tinyvision, a blind-purchase, TV-shaped keychain that includes a surprise Microid figure inside, allowing collectors to display and transport their miniature characters wherever they go.

The stand will additionally feature products from Khadou’s distribution partners, bringing a selection of innovative collectibles to the UK and EU markets. From Just Toys, visitors can look forward to new ranges for The Amazing Digital Circus, Chikawa, Minecraft and Five Nights at Freddy’s, all focused on the novelty and impulse-collectible space. Khadou will also present products from one of its newest partners, CultureFly, a leading force in the US pop-culture market. This includes a standout range from Dandy’s World, one of Roblox’s biggest breakout gaming hits, backed by a passionate and rapidly growing global fanbase. Attendees will also find an extensive selection of blind-box plush hangers and figures from 52Toys, Jotoys and Hidden Wooo – brands whose high-quality blind-box lines have been generating strong buzz across UK retail with incredible retail performance.

The Khadou stand at the London Toy Fair will feature all things pop culture and collectible. To arrange a visit or discuss sales opportunities, contact the Khadou team via the details above, or find the team at Stand F22.

BTL Diffusion

0161 706 1337 | contact@btl-diffusion.co.uk

Stand E46 BTL Diffusion UK will be returning to London Toy Fair, where the team will be showcasing a carefully curated collection of high-quality toy brands. As one of the UK’s fastest-growing distributors in the children’s market, BTL continues to build strong partnerships with retailers across the country, and this year’s show promises its best lineup yet.

Visitors to the stand will be able to discover new product launches across BTL’s award-winning ranges, alongside the introduction of new brands joining the portfolio for 2026. With a focus on premium design, educational value and products that support both children and parents, BTL’s offering continues to be exceptionally well received by retail partners looking for reliable, thoughtful and commercially strong ranges. The company will be showcasing Speedy Monkey, Little Big Friends, Yookidoo, Cloud B and its latest addition, Sycomore. Each brand has been selected for its creativity, innovation and ability to bring joy through play.

Cloud B remains a standout favourite, renowned worldwide as a pioneer in children’s sleep and wellbeing. The company’s award-winning nightlights, soothing sound products and plush companions are designed to ease bedtime routines and support better sleep, a staple for families for over 20 years. Little Big Friends, with its instantly recognisable, soft, vegan-leather animal characters, continues to charm retailers and parents alike. Designed to entertain toddlers, the Little Big Friends universe has expanded into multiple themed ranges loved across Europe.

Speedy Monkey offers beautifully crafted FSC eco-friendly wooden and early-learning toys designed to inspire imaginative play. With a warm aesthetic and educational value at its heart, the range appeals to retailers seeking quality, charm and longevity on their shelves. Yookidoo, known for its ingenious bath toys and developmental play concepts, brings innovation to everyday moments. The company’s products encourage exploration, motor skills and sensory development through fun, interactive designs.

This year also marks the introduction of Sycomore, a French brand celebrated for creative craft kits, art activities and imaginative play sets that spark children’s creativity while supporting key developmental stages. The collection is suitable for a broad age range from toddlers right through to adults.

With continuous investment in retailer support, the company’s in-house marketing team is on hand to assist with POS materials, display options and digital marketing, helping partners showcase the brands through competitions, giveaways and other collaborative initiatives.

The team is looking forward to meeting both new and returning customers at this year’s fair and share what’s new for 2026.

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FOLLOW US: TikTok: @HuffyUKEU IG: @HuffyUKEU CONTACT US: WWW.HUFFY.CO.UK

LONDON, TOYFAIR Grand Ground - F 16

NUREMBERG, GERMANY NUREMBERG, GERMAN Hall 7 Stand A-79 Hall 7 Stand A-79

2026 Click

0330 123 2559 | click@clickdistributionuk.com

Stand N19 This January, Click is set to make a significant statement at the London Toy Fair as it presents its most extensive portfolio to date. Following remarkable growth, the company has expanded to a larger stand in a prime new location on the show floor – a physical representation of its evolution as a leading toy distributor and its commitment to delivering exceptional value to retail partners.

Click’s 2026 range is relevant, varied and scalable. The company is bringing together powerhouse brands that resonate with today's digitally-native generation, including an expanded Roblox collection that bridges virtual and physical play in compelling new ways. The gaming-connected toy category continues to surge, and Click’s curated selection captures exactly what children are passionate about right now.

Collectibles remain a driving force in the toy market, and Click has assembled a range that taps into the trading, displaying and community-building behaviours that define modern play patterns. The company will be showcasing Panini's sticker and trading card collectibles for 2026, headlined by the FIFA World Cup – a global cultural moment that unites collectors of all ages. Panini's heritage combines with the excitement surrounding football's greatest tournament, offering retailers a guaranteed traffic driver and repeat purchase opportunity. Beyond the World Cup, Panini's diverse portfolio spans sports, entertainment and pop culture properties that deliver collecting passion and playground currency that drives sustained sales momentum.

Quality hasn't been sacrificed for value in Click's plush range, and the company has achieved a balance between premium appeal and price accessibility. Click’s plush collection delivers the softness, character appeal and durability that parents expect, at price points that make gift-giving occasions accessible. This price-conscious approach extends across categories, ensuring retailers can confidently stock products that deliver margin needs whilst remaining attainable for their customers.

The breadth of Click’s 2026 portfolio means retail partners can consolidate their supplier relationships without compromising on choice or quality. From action figures and creative play to gaming-connected innovation, the distributor is offering comprehensive category coverage with products that genuinely reflect current trends and consumer demand.

Crucially, Click’s expanded range aligns perfectly with the forces shaping play in 2026. Customisation and personalisation are fundamental to how children engage with toys today. Selfexpression through transformation, creative connection and fandom-driven play defines the products that succeed, and Click’s portfolio has been built with these insights at its core.

Visitors are encouraged to view Click’s new, larger stand this month to discover how its biggest portfolio yet can drive retail success in 2026.

Halilit

01254 872 454 | sales@halilit.co.uk

Stand E16

Halilit will be showcasing new lines from its partners and brands, with a new packaging aesthetic that showcases the company’s 50 years of experience and a brand-new partnership with the award-winning Topbright.

Topbright’s award-winning range of wooden toys blends traditionality with a modern twist. Whether serving up treats from the Ice Cream Boutique or racing with the Roll & Race Car Transporter, the company’s wooden toy range has been designed to catch the eye of parent or child, in-store and online. Another highlight from Topbright is the Care Pets range, which allows little ones to develop empathy and learn problem-solving skills while taking care of their pet patients and making sure their Koala, Bunny and Doggy friends are in top shape for playtime.

After the overwhelmingly successful launch of Glo Pals in the UK last year, Halilit is introducing two new product lines that have already been a success overseas.

The Glo-Pals Light Up-Library is an innovative range of books that feature colourful twinkling lights that can only be revealed with the special Magic Magnifier. These sensory-rich, immersive books encourage children to discover stories and develop a love of reading at a young age. A new mini version of the popular Sensory Jar will be unveiled, now featuring a parent-friendly timer to be used in the day for sensory play and at night, for a bedtime light.

Jellystone Designs’ latest additions include bedtime and bath time buddies, with the Wish Jellyfish being an ideal bedtime companion, tucked into its cosy matchbox-style ‘bed’ that helps transform bedtime into a soothing, positive ritual that children look forward to. The soft and tactile Narwhal Shape Sorter is an educational playroom classic that kids can now take into the bath. With five shapes and a silicone base, it is easily cleaned and ready to use again and again.

Halilit’s Musical Play range sees fresh colours and a new packaging aesthetic designed to stand out on shelf. New products include the Magical Unicorn and Rocking Dino range of instruments for aspiring musicians. The new Bathtime Boogie set allows little ones to bring the rhythm to the tub. The waterproof set of colourful note bars will stick to bath tiles.

Early learning lines from Taf Toys include the Peek & Play Cube, designed for curious explorers with each side inviting a new adventure. The increasingly popular Busy Book series sees the introduction of My Home Busy Book, each page inviting little hands to explore with engaging activities like gears, textured fabrics and pop-up surprises, all designed to support fine motor skills and encourage imaginative play.

Halilit offer 50 years of experience behind every curated collection and toy line, which are designed to not only allow children to play but also learn and inspire.

Halilit offers plenty of merchandising tools and marketing support and is looking forward to working alongside customers old and new throughout the year ahead.

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2026 Xplore Brands

www.xploredistribution.com | pritesh@xploredistribution.com

Stand Upper Level 105 As the industry prepares for London Toy Fair, Xplore Distribution is gearing up to welcome visitors to its stand with a broad, commercially focused portfolio that spans toys, tech, gaming, collectibles and lifestyle products. Known for bringing together trusted global brands alongside inhouse innovation, Xplore’s 2025 showcase promises strong retail opportunities, standout licensing and plenty of reasons for buyers to stop by. With a carefully curated mix of proven bestsellers, new launches and interactive experiences planned throughout the show, Xplore invites retailers looking to refresh ranges and tap into the trends shaping the year ahead to visit its stand.

Licensed kids’ and youth tech remains a cornerstone of Xplore’s offering and this year sees OTL Technologies and Lazerbuilt sharing the spotlight. OTL Technologies continues to lead the way in safe, durable and engaging audio and communication products for children. On show will be an extensive range of headphones, true wireless earbuds, karaoke microphones and walkie talkies, all featuring some of the world’s most recognisable licenses. Key properties including Bluey, Hello Kitty, Minecraft, Sonic and Peppa Pig ensure strong appeal across multiple age groups, while thoughtful design, volume-limiting technology and accessible price points combine to make the OTL range a consistent performer at retail. Alongside this, Lazerbuilt will showcase its youth electronics line-up, including the ever-popular Squishmallows-branded headphones and Bluetooth speakers. Known for their comfort, colourful styling and reliable audio performance, these products resonate strongly with tweens and teens, making them ideal for gifting, seasonal promotions and everyday tech purchases. Together, OTL and Lazerbuilt offer a compelling licensed tech proposition that blends fun, functionality and strong brand recognition.

Xplore’s growing collectibles portfolio will also be firmly in focus, beginning with Banbo Toys and Fan Collex/My Jersey which will be presented together on the stand. These ranges tap into the enduring appeal of fandom, character-led design and personalisation, offering products that connect emotionally with consumers. My Jersey brings a sports-inspired, personalised edge that performs strongly across gifting and impulse channels.

Visitors will also discover licensed blind bags, figurines and surprise-led lines from YuMe, a brand that continues to generate excitement through popular licenses, detailed sculpts and strong collectability. Complementing this is My Woolease Collectibles, offering charming designs and tactile finishes that appeal to both younger audiences and adult collectors. Together, these ranges reflect Xplore’s strength in curating collectible products that encourage repeat purchase and sustained engagement.

Gaming remains a focus, with particular emphasis on Xtreme Gamer, Xplore Brands’ own in-house label. Designed and manufactured by Xplore, Xtreme Gamer represents a significant investment in proprietary product development, giving retailers access to exclusive gaming ranges with strong margins and ideal positioning. The retro gaming line-up taps into nostalgia while remaining accessible, giftable and easy to merchandise. Alongside Xtreme Gamer, Thumbs Up Retro Gaming adds further depth to the category, offering playful, easy-to-use gaming products that celebrate classic gameplay and pop culture. Together, these brands deliver a retro gaming story that appeals across generations.

Rounding out the gaming offer, Oniverse Gaming Accessories and Subsonic will also be featured.

Oniverse delivers a contemporary range of gaming accessories designed to enhance everyday play, while Subsonic brings excitement with gaming chairs, desks and the Superdrive steering wheels, ideal for racing fans seeking immersive home setups.

One of the standout attractions on the Xplore stand will undoubtedly be Spyra Water Blasters, widely recognised as the world’s strongest water blasters and a brand that has become a viral sensation across social media. Spyra’s high-performance products have generated millions of views online, driven by striking demonstration content that showcases their exceptional power, precision and futuristic design. This digital visibility has helped establish Spyra not just as a product, but as a brand with a highly engaged global community of fans who actively share content, experiences and challenges online. This social footprint has translated into growing consumer demand, with shoppers increasingly seeking out Spyra products. Known for redefining outdoor water play, Spyra offers a premium alternative to traditional blasters, combining cutting-edge technology with sleek aesthetics and impressive range. Bringing this excitement directly to London Toy Fair, Xplore will be hosting a Spyra theatre on the stand, allowing visitors to see and test the water blasters in action. This interactive experience will mirror the viral content that has propelled the brand’s popularity and is set to be a major draw for buyers looking to capitalise on the Spyra brand.

Xplore will also highlight lifestyle and sports ranges brought to market by Sakar International, including Vivitar cameras for kids and youth and Prince Padel and pickleball. Vivitar provides an introduction to photography and content creation, combining easy use with playful design, while Prince taps into the popularity of padel and pickleball, offering on-trend sports products with broad consumer appeal.

Completing the line-up is N-Gear audio, delivering powerful, portable sound solutions designed for parties, outdoor use and social settings.

With a packed stand, interactive demonstrations and a portfolio spanning multiple high-performing categories, Xplore is ready to make a strong impact at London Toy Fair.

The team will be on hand throughout the show to discuss key SKUs, launch timings, marketing and retail support as well as exclusive show opportunities.

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2026 Tonies

www.tonies.com | sales@tonies.com

Stand F50 Tonies is delighted to return to Toy Fair, inviting visitors to experience an expanded product ecosystem. Visitors can experience the fun and play potential of Tonies’ range of audio toys, which includes the Toniebox 2, alongside an ever-growing portfolio of story, song and educational Tonie characters and Tonieplay games. The stand will showcase how Tonies now supports a broader age range than ever before, cementing its status as a childhood companion from toddlers through to pre-teens.

The spotlight will be on the Toniebox 2, the latest version of the popular screenfree audio player, designed for aged 1-9+. Visitors will see how this device has revolutionised independent play with intuitive controls, no screens and new bedtime features like a sleep timer with light and sunrise alarm.

Central to Tonies 2026 showcase is the theme of age progression, demonstrating how Tonies grows with the child. For the youngest listeners, Tonies presents My First Tonies, soft, tactile audio toys designed for sensory exploration, and Cuddle Tonies, plush companions that combine comfort with character-led storytelling. The range also includes Night Light Tonies, offering standalone functionality to help little ones wind down.

As children grow, the core Classic Tonies continue to offer a vast library of stories and songs, including popular licences and Tonies Originals. Creative Tonies remain a favourite for families wanting to record personalised content. The range also caters to the demographic aged five and over with Pocket Tonies for non-fiction discovery and Book Tonies for longer-form storytelling, combining the world of audiobooks with a collectible format.

The introduction of Tonieplay, a revolutionary new category for the brand, ensures that Tonies continues to engage older children. Tonieplay transforms the Toniebox 2 into a screenfree gaming experience. Kids use a controller to lead interactive adventures and solve puzzles with big-name IPs. Designed for both independent and shared play, Tonieplay offers a safe environment that builds critical thinking skills and gives children full control of their game.

The Tonies ecosystem is underpinned by the Tonies app, acting as a parental companion. It allows families to manage features, access a growing digital library and personalise their listening experience with recording templates.

Toy Fair visitors are invited to see how the Toniebox 2 has widened the breadth and depth of the portfolio firsthand, creating a comprehensive audio world for every stage of childhood.

Tonies is looking forward to welcoming visitors to its Toy Fair Stand and is encouraging retailers to email sales@tonies.com for meetings or visit its website for further information on products.

United Wheels 01525 664 041 www.huffy.co.uk marketing@unitedwheels.eu sales@unitedwheels.eu

Stand F16 United Wheels will bring a new selection of Huffy products to London Toy Fair. This year’s showcase promises colour, creativity and innovation across pre-school ride-ons, character bikes and timeless classics.

Leading the charge are two brand-new 7.2V battery ride-ons. The Minnie Bakery Ride-On is inspired by Minnie’s iconic sweet style and complete with fun bakery-themed items, and will be joined by the F1 Mickey Mouse Car Ride-On, bringing Formula 1 energy to pre-schoolers with a bold design and character appeal.

Alongside the ride-ons, Huffy’s 2025 Disney range will deliver big impact with new products across Spider-Man, Frozen, Disney Princess, Minnie and Stitch. Bursting with character artwork and eye-catching design, this line introduces a refreshed look while staying true to the magic of the worlds kids love most.

In partnership with Universal Studios, Huffy is also launching an adorable new collection of Gabby’s Dollhouse bikes, available in 12”, 14” and 16” sizes. Each model features vibrant fullcolour packaging designed to pop on shelf and capture consumer attention instantly.

For families who adore classic style, Huffy’s beloved Vintage line will continue to grow. This year introduces the charming new Vintage Trike and Vintage Scooter, joining the alreadysuccessful Vintage bike series. Thoughtfully designed with nostalgic detailing, these additions blend timeless aesthetics with modern quality.

United Wheels will showcase a diverse and dynamic range; from character favourites to beautifully crafted vintage pieces, this year’s Huffy line-up reflects the company’s commitment to delivering joyful, reliable and imaginative products for every family. The company invites retailers to experience the new range in person and see the excitement these products will bring to children across Europe.

For more information on stocking the Huffy range in the UK or EU, contact the United Wheels team using the contact details above.

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Come and see us at

THE TOY FAIR 20-22 Jan

Stand UL140

London Olympia

2026 Puremind Toys

(+86) 13178 879 012 | www. puremind3d.com | zoe@puremind3d.com

Stand E14 As anticipation builds for the highly anticipated Harry Potter HBO series, fans worldwide can look forward to an exciting new merchandise collection launching at the London Toy Fair 2026.

Emerging toy company Puremind, in partnership with Warner Bros. Discovery, is unveiling an all-new line of premium wooden collectibles that promises to be a standout at this year's show. From innovative design and compelling storytelling to exceptional craftsmanship and competitive pricing, this collection is poised to capture the attention of collectors, retailers and Harry Potter enthusiasts alike. The collection features a comprehensive range of wooden construction kits that faithfully recreate iconic scenes from the beloved Harry Potter films.

The lineup includes flagship products with integrated sound, light and motorised features that bring cinematic magic to life. Standout pieces include the Hogwarts Express, complete with working tracks and authentic steam effects, and Hogwarts Castle, featuring the series' iconic moving staircases. These premium collectibles utilise motorised modules to capture every magical detail from the films with remarkable accuracy.

The range also includes retailer-friendly products such as magic classroom sets and collectible magnets, ensuring broad market appeal. This diverse product strategy positions the collection to balance premium collectability with accessibility, offering something for both serious collectors and casual fans while remaining attractive to mass-market retailers.

Puremind is a fast-growing company that has quickly established itself as an innovative force in the licensed collectibles market. Founded with a passion for creative design and storytelling, Puremind has achieved remarkable growth over the past two years.

The company has secured partnerships with over 50 iconic intellectual properties, including perennial favourites like Harry Potter, Pokémon, Peanuts, The Little Prince, and Moomin as well as blockbuster anime franchises including Naruto, Dragon Ball, Demon Slayer and Jujutsu Kaisen. Puremind's Jujutsu Kaisen collectibles are enjoying strong sales in North America, while the Harry Potter line is positioned to become the company's flagship product in the European market. Puremind has brought its products to consumers in over 100 countries across the Americas, Europe, Asia and Oceania, via leading retailers and eCommerce platforms.

The pioneering toy company encompasses two distinct brands: Pantasy, known for its innovative building bricks, and Puremind, specializing in wooden construction sets and collectibles. Powered by a global team with integrated expertise in design, production and sales, Puremind pairs a profound understanding of intellectual properties with operational excellence to consistently deliver products that bring playful joy to collectors worldwide.

Mighty Jaxx

www.mightyjaxx.com | sales.europe@mightyjaxx.com

Stand Upper Level 126 Offering art toys and collectibles for every budget, the company is coming off the back of another incredible year. Mighty Jaxx products are now available throughout the UK from independents, toy stores, department stores and high street favourites and featured in some of the biggest retailers throughout 2025.

Toy Fair 2026 will give Mighty Jaxx the opportunity to preview its newest collections to buyers and distributors including exciting line extensions for its XXray signature style for anime IP including Bleach, Naruto and One Piece. The company continues to shake things up with its innovative take on fan favourites including its Kwistal Fwenz range offering a cute, chibi style for Powerpuff Girls, Jujutsu Kaisen and Adventure Time.

Visitors to Toy Fair will also get a first look at new styles and price points that unlock even more opportunities for retailers across the UK for brands such as Sanrio, Tamagotchi, Digimon and Demon Slayer including plush, vinyl plush and minis.

The company’s distinctive take on collectibles doesn’t stop with blind box products, with single release, limited-edition toys also available for entertainment brands including Warner Bros, Netflix, Hasbro, Paramount, Universal and Toho. These collector products elevate the brand to a different level and tap into fandoms that are traditionally underserved by the collectible category. This complements the range of own IP and collectible art toys which sit well with lifestyle and fashion retailers looking for toys with a twist.

As a leading design-driven company known for producing high-quality collectibles, primarily in the form of blind boxes, limited-edition art toys and designer figures, Mighty Jaxx has collaborated with artists and entertainment brands from various creative fields such as illustration, street art and pop culture. The company brings distinctive and contemporary art pieces to a wide audience as a global award-winning design studio that continues to redefine the art collectible landscape.

Mighty Jaxx looks forward to welcoming visitors to its stand and asks those wanting to book an appointment to contact the team using the email address above.

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Numberblocks® Number Fun Phone

Boxineers™ Cardboard Animals & Vehicles

Bring learning to life.

Explore Our 2026 New Products!

BubblePlush™ Yoga Balls

GeoSafari® Scavenger Hunt Scope

Visit our team at the 2026 Toy Fairs!

Call: 01553 762276 or email: salessupportUK@learningresources.com to arrange your appointment! ©2026 Alphablocks Ltd. All rights reserved. ©2026 Learning Resources Ltd. learningblocks.tv

www.learningresources.co.uk

2026 Zvezdar Toys

(+386) 414 11 571 | www.zvezdartoys.com | www.narutotcgmythos.com gregory.gliksman@zvezdar.com

Stand G90 After years of development, Zvezdar Toys will launch The Naruto Mythos Trading Card Game into retail in March 2026. The first set, Konoha Shidō, will introduce fan-favourite characters from the beloved anime and feature 151 different cards.

The launch will be tightly focused on Starter Packs, Flowpack Displays and Collection Binders. The Starter Parks contain everything new players need to learn the rules and start playing right away while the Flowpack Displays contain 24 booster packs for players and fans to expand their collection. Once a player/collector has started their collection, the Collection Binders will help them to protect and showcase the cards.

Naruto Mythos TCG has been built by fans of the anime, using the Mythos game engine to create a thrilling gameplay experience every time.

The rules are easy to learn but tricky to master. This means there is something for everyone, whether they are a casual or competitive player. Every game, players will go on a series of missions where they use the unique strategies of their decks to beat their opponents.

Zvezdar aims to set a gold standard for collectability and Naruto Mythos features a wide range of rarity levels. Among the 151 cards available in the first set, Konoha Shidō players can discover Rare Cards, Rare Art Cards and Legendary cards that feature real 22-Karat gold foil. By definition, these are extremely limited, but they promise to be a true collector’s dream.

To support the launch, Naruto Mythos TCG will have a range of different events that stores can get involved with, from weekly tournaments in local game stores to regional and national championships. Each event brings the opportunity for players to hone their skills, refine their strategy and collect exclusive prizes like playmats and mythos cards that aren’t available in regular boosters.

To drive the retail launch of Naruto Mythos TCG, the team at Zvezdar has committed to a robust marketing strategy including social media advertising, groundbreaking influencer partnerships and an exclusive tour of some of the best consumer events across the country.

Zvezdar encourages visitors to stop by its stand at London Toy Fair to learn more about the Naruto Mythos TCG and to take advantage of its Toy Fair deals. It also encourages visitors to contact the team using the contact details above.

IME

FIRST T

EXHIBITOR

Bandai

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

Stand N17 Toy Fair will see Bandai showcasing some of its biggest global brands, spanning new launches and key anniversary moments. Visitors to the Bandai stand can expect a wide-ranging cross-category portfolio led by Tamagotchi, Littlest Pet Shop, Sanrio, Dragon Ball, MegaHouse and Bandai Hobby’s prestigious Gunpla line, with previews, first looks and hands-on product demonstrations during the show.

Tamagotchi takes centre stage in 2026 as the iconic brand enters its milestone 30th anniversary year. Bandai will debut the first wave of new Original Tamagotchi styles, with four additional shells to be revealed in March. The introduction of the latest series of Tamagotchi Collectibles includes Angel Snacktime, a new blind bag product featuring six miniature figures inspired by the Tamagotchi Angel line and its popular ‘snack’ feature. Each set includes a reusable plastic case for displaying the collectible or Tamagotchi Original device, character figure and stand, extending the Tamagotchi universe into a sub-£5 pocket-money format for fans and collectors.

Further strengthening the brand’s presence, Bandai is also launching the My Melody & Kuromi Tamagotchi Nano for the Q1 period. These Sanrio-themed Nano devices feature unique character animations, themed snacks, mini-games and roomcleaning interactions. Visitors will also be able to preview upcoming stationery and lifestyle ranges designed to broaden Tamagotchi’s footprint ahead of the anniversary year.

Littlest Pet Shop returns to Toy Fair with Series 5, which introduces an all-new lineup of bobblin’ head pets, including fresh characters, a new furry-tail finish and a newly themed panda chase figure. New for 2026, the Slumber Party Play Pack expands LPS storytelling with three pets, accessories, chipboard scene pieces and a themed collector card. Bandai will also present an exclusive preview of Series 6 at the show.

Dragon Ball continues its strong performance with new introductions in the Dragon Stars line. Q1 will see the arrival of the SS4 Goku Power Up Pack, alongside a brand-new 6” Battle Pack featuring Ultra Instinct Goku vs Jiren. Each set includes multiple hands, accessories and premium articulation for battleready posing.

Bandai will also spotlight new ranges from McFarlane, Shokugan and Banpresto, alongside a major reveal for model-kit enthusiasts with the Perfect Grade Unleashed 1/60 Nu Gundam, celebrating Gunpla’s 45th anniversary.

This 56cm kit features Bandai’s most advanced engineering to date, with multi-layer construction, precision colour injection moulding and a fully realised internal frame. A physical sample will be on display at the stand, offering visitors an up-close look to experience the complexity and cutting-edge innovation first-hand, and with category specialists on hand to reveal this benchmark moment for the brand.

Rounding out the portfolio is MegaHouse’s Mega Cat Project, featuring One Piece Good Night Cat with eight new styles, and Mobile Suit Gundam LuckyCat with six styles. Both collections feature highly collectible palmsized figures blending anime favourites with cute sleeping-cat and maneki-neko designs.

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Kayes are exclusive or major distributors of many leading brands such as Mattel, Orchard Toys & Galt.

Buy in small quantities from a large range of suppliers

sales hotline:

029 2036 3678 email:

orders@kayes.co.uk

2026 Jumbo Galt

0161 428 9111 | salesuk@jumboplay.com

Stand E9 Brought by Funtasy Family, Jumbo, the Kiss-meez plush collection is an interactive special feature range designed to spark imagination, affection and endless fun, and will be a highlight of the Jumbo Galt stand at Toy Fair.

Kiss-meez are interactive toys that love to send kisses back. Available in three characters – Hamster, Owl and Hedgehog – each Kiss-meez is ticklish, affectionate and full of personality and includes one food accessory and a hair comb. Children can give them a cuddle, a gentle pet or a kiss, and they respond with giggles, sweet sounds and loving reactions. Three distinct characters will be displayed together, making a more visually engaging and colourful shelf presence, helping the range stand out and attract attention in-store and online.

With 30+ sounds and interactive responses, Kiss-meez bring nurturing play to life. They kiss back when kissed, react when fed with their toy food and enjoy having their soft, fluffy hair gently combed. Every interaction encourages children to care, nurture and connect, supporting emotional development through imaginative play.

For more information, please contact the Jumbo Galt team via the details above.

Curious Universe

www.curiousuniverse.co.uk | sales@curiousuniverse.co.uk

Stand D38 2026 promises to be a magical year for Curious Universe, with extensions to its existing Magic ranges, including new sub-categories to ensure widespread appeal. Visitors to stand D38 can expect brand-new additions to the Magic portfolio, plus a whole lot more.

The Curious Universe offering invites crafty kids to collect the magic, with existing Magic IPs – Decoden Magic, Nano Tape Magic and Water Bead Magic set to benefit from significant range extensions over the coming year.

In 2026, Curious Universe the Decoden Magic collection will ofer a range of affordable new kits, each launched under market-trending sub-categories. These sub-brands are themed to tap into specific interests, helping to broaden the overall reach of the main brands. Like the kits that came before, they will be packed with accessories, rainbow puffy glues, charms, beads and gems, inviting crafters to customise hair accessories, bag charms, phone cases and more with a cute, over-the-top aesthetic. These fresh additions will be wrapped up in bold, attention-grabbing packaging designs.

Designed to appeal to kids who follow fashion-led content, the Decoden Magic Fashionista line is inspired by current style trends, including bag charms and all things kawaii. The Decoden Magic Wandercore subcategory meets demand for aspirational, travel-inspired items, for creative adventures where kids can decorate their own carry cases. Stationery isn’t just for back to school; pencil cases and journals will get a customised glow-up this spring with the Decoden Magic Squiggles assortment.

Meanwhile, the Decoden Magic Snackables kits have been designed to hit the sweet spot for kids who have an appetite for anything cute and food-themed.

Following a stellar start for Nano Tape Magic, with more than one million units now sold, there has been great investment in the range. Alongside the core lineup of kits, there will be three sub-brands launching this spring - Googly Eyes, Collectibles and Wearables – each designed to meet current trends and attract a wider fanbase. With Nano Tape Googly Eyes, young crafters can customise nanotape bubbles and slime creations with fun, movable eyes. From hilarious blobfish to puffy stickers, these googly eyes transform nano-tape designs into laugh-out-loud characters.

Nano Tape Collectibles kits encourage creativity and self-expression with cute, attention-grabbing crafts to make and display. The super-cute, themed kits are perfect for lovers of all things kawaii, while the Nano Tape Wearables range allows crafters to customise bracelets, badges, necklaces and more to wear and share with their friends.

For stationery enthusiasts, the Pen Maker Magic range is bursting with everything children need to mix ‘n’ match adorable pen pals, beads, charms and trinkets and create their own unique designs to swap and share with their friends.

Water Bead Magic invites children to stick, spray and set tons of awesome creations. With each kit in the range, kids can amaze their friends with bead-art creations. They start by simply picking a design, then place the beads on the layout tray and finish with a spritz of water to stick them together. Children can make endless creations – from keychains and window art to cute bead pets and more.

There’s plenty in the pipeline to keep families coming back to the collection over the next year including new 3D titles with which kids can build impressive freestanding creations, wearable Water Bead Magic creations, a Hair Accessories set and a Jewellery kit to create rings and necklaces.

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London Toy Fair Stand:

Upper Level 142

fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone.

Here are new releases from: Panini, Hornby, Zuru, Maison Battat, Solent Group, Paladone, Mattel, The Calmness Crew & Topps.

Hey Bestie

Maison Battat • www.battatco.com • sales@battatco.com

Maison Battat has announced the launch of Hey Bestie dolls in the UK/Ireland, France and Germany. Pre-orders for the new range opened on 3rd December for the UK/Ireland, with goods available in store from this month.

The world of Hey Bestie focuses on fun and friendship. Kids can discover lovable, fully articulated 14cm dolls who always come as a pair – and with stylish play sets, Hey Bestie friends can choose to hold a slumber party, share a treat at the Hugs & Mugs Cafe, or set off on globe-trotting adventures with their pups.

The range has been created for little hands and is ideal for kids aged 3+. Maison Battat has ensured excellent value for such high quality; Hey Bestie dolls start at just £12.99 for a two-pack, and a full play set retails for under £20.

With a legacy of creating high-quality, imaginative toys that span early childhood to pre-teen years, Maison Battat is now broadening its reach and will have its wider range on show at upcoming 2026 toy fairs.

The Calmness Crew plush The Calmness Crew www.thecalmnesscrew.com thecalmnesscrew@gmail.com

The Calmness Crew plush collection has been designed to support children’s anxiety and was created by The Calmness Crew founder, Frances Williams, following her own experience as a mum, feeling helpless when her daughter started suffering with extreme anxiety coming out of lockdown.

The plush can bring comfort when going to sleep, travelling, suffering from car sickness, experiencing a fear of flying, going to the doctors or dentist, having an operation, going to school, grieving the loss of loved ones or pets, or trying new experiences outside a child's comfort zone. It is designed for any situation where children may feel emotions they aren’t used to and can feel overwhelming to them.

Available as a Koala and a Sloth, with a simple squeeze, these plushies guide children through calming techniques like deep breathing, positive affirmations and grounding; tools used by mental health professionals. Their gentle weight adds an extra layer of comfort, offering a sense of safety and calm wherever it's needed.

The plushies in the collection are designed to help children learn calming and self-regulation techniques through comfort, repetition and play, without screens, apps or anything that feels clinical.

The Calmness Crew is intentionally being thoughtful about how and where the collection of plush launches and is open to conversations with retailers who share the belief that this kind of product deserves space, visibility and care. The company is also open to exploring exclusive partnerships for the range.

Barclays WSL sticker collection

Panini • 01604 877 888 • www.panini.co.uk Panini, in collaboration with WSL Football, has launched the Barclays Women’s Super League Official Sticker Collection 2026, which now includes selected stickers from all 12 clubs from Barclays Women’s Super League 2 (BWSL2).

Celebrating the success of the women’s domestic game, this album now includes all clubs across the top two leagues in England and has been expanded to 68 pages. It features 511 stickers to collect, including 66 stickers representing BWSL2.

The launch of the new sticker collection for the 2025/26 season coincides with what is set to be one of the most dramatic and exciting campaigns to date in the Barclays WSL2, with up to three promotion places up for grabs at the end of the season, including two automatic spots and one play-off spot.

Following Panini’s latest EFL album including all 72 clubs, the latest Barclays WSL collection further extends the brand’s commitment to supporting leagues and their growth, paving the way for players from all clubs and leagues to be celebrated through stickers and collectibles.

Fresh Kicks, Pulse, Future Stars and Fan Fave stickers for all 12 Barclays WSL teams are available, with Next Level players from across both the Barclays WSL and Barclays WSL2. A dedicated nine-page Barclays WSL2 section will be accompanied by QR codes in the album to find out more about Barclays WSL players.

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fresh Licensed re-useable bags Solent Group • 01202 490 500 www.solentgroup.co.uk mel.beer@solentgroup.co.uk

Solent Group specialises in transforming some of the UK’s most loved literary and character brands into high-quality, commercially successful everyday products.

The company’s licensed reusable bag portfolio brings together timeless favourites such as Miffy, Paddington, Peanuts, The World of Eric Carle and Peter Rabbit – brands that resonate across generations and deliver strong, repeat appeal at retail. These designs don’t just sit beautifully on shelf – they tap into nostalgia, storytelling and recognisable characters that shoppers trust and love. For licensors and retailers alike, this creates a winning combination of emotional engagement and everyday functionality.

Solent Group offers partners the confidence of proven manufacturing expertise, scalable production and a deep understanding of licensed retail. The company works closely with licensors to ensure brand integrity is respected at every stage, while also delivering products that meet modern consumer expectations around durability, reusability and value.

Solent Group’s seasonal licensed collections offer a powerful opportunity to drive incremental sales. The company’s Christmas bags, including designs featuring the iconic Snowman, are a perfect example of how licensed reusable products can become festive keepsakes as well as practical purchases. These seasonal designs perform strongly as impulse buys, gifting solutions and limited-time ranges that encourage urgency and repeat footfall.

Official UEFA Champions League 2025/26 Sticker Collection Topps • 0190 880 0100 • www.topps.com kadams@collectfanatics.com

Topps, the premiere trading card brand of Fanatics Collectibles, has launched its new UEFA Champions League Sticker collection and album for the 2025/26 season. The 76-page album contains even more stickers than last year (up from 529 to 574), making it an ideal festive gift for fans.

The artwork draws heavy inspiration from this year’s host city, Budapest, and introduces all-new Three-Tier Parallels alongside one-of-one Regular Team Stickers, making some of the most coveted stickers in the collection extremely highly sought-after. Collectors can also chase 2,000 Ultra-Rare Jersey Relic Sticker cards, available only in lucky Starter Packs, adding another level of exclusivity and excitement.

Other highlights include Team Pages, Team of the Season, First Sticker spreads and the new Historic Hat-Trick Heroes page, featuring 16 Rainbow Foil Stickers celebrating some of the most iconic UEFA Champions League hat-tricks in history.

The full UEFA Champions League 2025/26 Sticker Collection includes: Starter Packs, Display Boxes, Mutipacks, Mega Multipack, Eco Packs, Mega Eco Pack and Single Sticker Packets.

For more details on the new collection, including its new features, sticker visuals and how to start collecting, visit Topps.com or @toppsFC on Instagram.

Uno Braille

Mattel • 01628 500 000 • www.mattel.com Ahead of International Day of Persons with Disabilities, celebrated on 3rd December, Mattel has re-introduced Uno Braille. This new edition of the iconic card game has been designed so that blind or low-vision players can fully enjoy the classic that has brought generations together for over five decades, reinforcing Mattel’s commitment to making play accessible to everyone.

Designed with careful attention to detail and accessibility, Uno Braille enables those with visual impairments to play independently. The deck includes 108 cards featuring Braille inscriptions indicating colour, number or action, as well as special quick-start reference cards also in Braille, ensuring an accessible experience from the very first game. Uno Braille maintains the classic gameplay - matching colours and numbers to be the first to get rid of all cards - with small adaptations to enhance shared play.

This edition of Uno also incorporates icons, designed to help colourblind players easily identify colours. In doing so, the game broadens its reach and strengthens its position as a benchmark in accessibility and inclusive design.

The Uno Braille deck, with an RRP of £11.99, will be available nationwide from January 2026.

The launch of Uno Braille is part of Mattel’s global strategy to create play experiences that are accessible, diverse and representative.

Last year, the company announced that 90% of its games portfolio would be colourblind-accessible by the end of 2025, through the use of symbols, patterns and tactile cues that remove visual barriers.

In addition, mobile versions of Mattel’s popular card games Uno! Mobile, Phase 10 Mobile and Skip-Bo Mobile now include colouridentifying symbols for colourblind players. Developed in partnership with Mattel163, these new Beyond Colours decks can be activated for free within the game settings and are part of Mattel’s ongoing effort to promote inclusion and accessibility in digital entertainment.

For more information, contact the Mattel team using the contact details above.

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OFFICIAL JEWELLERY AND GIFTS BY CARAT SHOP

For all Trade Enquires please contact:

Visit us at

STAND UL160 +44 (0)1279 442 528 // info@thecaratshop.co.uk // www.trade.thecaratshop.co.uk

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fresh LunaGlo

Paladone • 01273 230 037 www.paladone.com info@paladone.com Paladone’s new LunaGlo range is designed to transform gardens, patios and picnics around the world, featuring some of the world’s most profitable IPs. The collection features solar-powered stake lights, lanterns and gnome lights, all brought to life by evergreen and trending fan-favourite licences such as Winnie the Pooh (marking its 100th anniversary), Stitch, Minecraft, Harry Potter and Tim Burton’s The Nightmare Before Christmas.

Consumers are increasingly drawn to sustainable, wire-free solutions that are both easy to install and portable. LunaGlo’s solar lights offer duskto-dawn sensors, up to eight hours of illumination on a full charge, and IPX4 weatherproofing, making them not only enchanting but safe and practical too. For added versatility, select battery-powered options ensure reliable lighting in the most overcast of climates. The range includes affordable entry-level formats alongside more premium options encompassing innovative, character-shaped designs that cater to families, collectors and trend-savvy shoppers alike.

Eye-catching point-of-sale solutions are available, including quarter-pallet FSDUs, shaped displays and end-cap bays, making it easy to create impactful in-store experiences and drive those all-important impulse purchases. A comprehensive marketing strategy will support the LunaGlo launch with long-tail digital campaigns, paid social media, influencer partnerships, an online TVC and seasonal promotions – ensuring consistent high visibility across all online and offline channels.

LunaGlo brings together sustainability, pop culture and collectability to offer homeowners and fans something truly unique, fun and future-ready. The range and its associated retail merchandising options will be showcased across all major global trade shows and in Paladone’s global network of showrooms. To get in touch with the Paladone team, reach out via the contact details above.

FIFA World Cup 2026 Ballers

Zuru • www.zurutoys.com • sales@zuru.com Following the standout performance of 5 Surprise NBA Ballers, Zuru has announced the expansion of the acclaimed Ballers range with the introduction of the FIFA World Cup 2026 Ballers Series. This expansion marks the evolution of Zuru’s Ballers brand into a new and exciting chapter of sports collectibles.

FIFA World Cup 2026 Ballers by Zuru is an officially licensed product of the FIFA World Cup 2026, taking place across 16 host cities across the US, Canada and Mexico from 11-19th July 2026. Due to launch this month, the range provides the ultimate collectible for football fans, collectors and toy enthusiasts alike.

Designed for the global community of supporters, each mystery capsule is packed with football fandom, memorabilia and surprises. The range features FIFA World Cup 2026 heroes, host nations and winners throughout history, giving fans new ways to relive iconic moments and express their passion for the world’s biggest sporting event.

Representing all the nations that have won the FIFA World Cup, along with the three host countries of the FIFA World Cup 2026, including Argentina, Germany, France, England, Uruguay, Mexico, Canada and the USA, there are 33 football players to collect, seven Rare figures and two Super Rares.

Players come with realistic accessories, including a miniature football, goals and interactive pitch pieces to collect and build.

With iconic sculpting and exceptional likeness, the range features Rare players in iconic celebration poses, and Super Rares that capture iconic World Cup moments, for example, Lionel Messi’s celebration as part of the most recent FIFA World Cup winning squad with Argentina. Fans can also look out for iconic strikers such as Harry Kane and Kylian Mbappé, goalkeeping heroes including Malagón and defenders such as Antonee Robinson

Airfix Bristol Bulldog Mk.IIA (extra parts available) Hornby Hobbies (Airfix) • 01843 233 500 www.uk.airfix.com • sales@hornby.com

Airfix has released extra parts for the Bristol Bulldog Mk.IIA, allowing modellers to build the ‘A’ variant. With the Mk.II variant having its debut release as a new mould in the 2024 range, the extra parts will also provide three schemes to accompany the kit. Once built, the kit measures in at 155mm in length and 215mm in wingspan, totalling to 138 parts.

The kit contains an array of extra parts specific to the new release, including

• Wide-track undercarriage with metal wheels and tail wheel • Later type tail fin and rudder • Optional exhausts with cabin heater and spent cartridge collection bins • New cylinder heads to represent the type fitted to the Bristol Jupiter VIIF engine of the Bulldog Mk.IIa • New parts for external oil cooler Designed based on exclusive access to 1000+ original Bristol drawings, the model features a subtly rendered fabric skin effect; a multi-part cockpit with fuselage framework, ammo bins and machine gun breeches; and a camera gun, wing mounted generators, bomb rack and landing flare.

The Bristol Bulldog was one of the most important British aircraft of the inter-war period. Although it was the most capable fighter of the day, the Bulldog was more closely associated with challenging formation flying and spectacular aerobatics with the Royal Air Force thrilling crowds at airshows and pageants around the country as it demonstrated the effectiveness of a modernising air force.

To see this new set and more, visit Hornby Airfix’s website, as above.

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Our 2026 collection

is now live

Visit us at the shows in 2026: Top Drawer, 11-13 Jan Hall PLAY, Stand N50 Atlanta Winter Market 13-19 Jan Diverse Showroom London Toy Fair 20-22 Jan Stand E25 Nuremberg Toy Fair 27-31 Jan Hall 10.0, Stand 24 Spring Fair 01-04 Feb Hall 4, Stand G29

Order now via gibsonsgamestrade.co.uk

NEW CARS!

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MEET ROADWORKS™ & TOONS™ The only 2-lane, analogue, hi-speed toy track is here + a fresh fleet of cars.

Exclusively distributed in the UK & Ireland by:

2026 Advertorial Index A.B.Gee Acamar Asmodee Australian Toy Fair Bandai Basic Fun! BBC Beano Big Potato Bladez Toys Blokees Blue Sky Designs Blue Zoo Brainstorm Bruder BTHA BTL Diffusion Buddy & Barney Buki France Canal Toys Carrera Revell Cartamundi Casdon Character Options Cheatwell Clementoni Click Connetix Craft Buddy Crayola Curious Universe Display Creatives UK DKB Toys and Distribution Dolu Edx Education Epoch Making Toys Etopia EXG Pro FKA Brands Flair (GP UK) Funko Generation Media Gibsons Games Giraffe Insights Golden Bear Hachette Boardgames UK Halilit

263 121 135 71 251,253 239 101,103 115 245 72,73 265 54,55 117 155,157,159,161 275 6 249 331 51,53 217,219 267 231 199,201 25,27,29,31,OBC 241 197 303 32,33 237 64,65 305 75 186,187 291 329 128,129 60 317 47 213,215 145 2,3,4,5 333 57,59 79,81 313 49

Hasbro Hasbro Licensing Hoopla Hornby Hobbies Hunter Price Hyve Icecat Igloo Jazwares John Adams John Leisure JuraToys Just Play Khadou KTL Kayes of Cardiff Keel Toys Kennedy Publishing KidAntics LA Brands Larkshead Learning Resources Left Field Group Libertas Brands Little Concepts Magic Light Pictures Maison Battat Marvin's Magic Mattel MGA Entertainment Mighty Jaxx Mojo Fun Momo-Toko MV Sports Natural History Museum NDA Toys One For Fun Orchard Toys Outright Games Paper Projects Paramount Playmobil Playtime PR Plum Play Plus-Plus PMI PMS International

42,43 105,107 15 83 192,193 69 77 321 189,191 221,223 255 297 168,169 211 88,89 325 273 87 61 279 125 323 259 119 333 127 295 287 10,11,13 67 242,243 233 256,257 17 93 269,271 163,165,167 301 335 74 98,99 171,173,175 9 44 261 18,19,20,21,23 35,37,39,41

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Posh Paws Proud Penguin Puremind Rachel Lowe Rainbow Designs Ravensburger Reydon Sports Rovio Rubber Road Sanrio Sega Simba Smoby Skillmatics Sluban Smart Toys Smart Zone Solent Group Spin Master Storytime Media SuperAwesome Target Darts Thames & Kosmos The Carat Shop The Lego Group The Noble Collection Tonies Topps Toymaster Toytopic Trends UK Ty United Wheels Universal Vivid Goliath VR Distribution VTech (LeapFrog) Warner Bros Whiz Kid Games Wigston Global Wilton Bradley Winning Moves Xplore Distribution Zatu Distribution Zimpli Kids Zuru Zvezdar Toys

205 307 285 327 209 146,147,149 176,177 123 63 111,113 109 195 319 281 226,227 309 85 FC 45 337 150,151,152,153 138 331 8 299 311 202,203 194 247 229 235 315 97 181,183,185 277 293 95 61 131,132 137,139,141,143 179 206,207 225 289 91 283

Allegedly

Back in early December, just as specialists and other physical stores were poised for their ‘golden fortnight,’ The One Show ran a five-minute segment focusing on The Entertainer. It was a great coup for The Entertainer, and as the piece featured consumers extolling the benefits of shopping for toys at physical stores in the run-up to Christmas, hopefully there were benefits for other retailers too. TV is still a powerful driver – just ask the Irish retail market how valuable the Late Late Toy Show is to them. I just wish we had something like that here – what a difference that could make…

The One Show piece on The Entertainer focused heavily on the retailer’s recent ownership transfer to an EOT – an ownership model that the government has effectively killed off in its recent budget, which is a real shame. It’s not a solution for every business by any means, but it did have benefits which have now been all but wiped out. Another focus of the piece was The Entertainer’s recent shift in the product ranges it stocks – which I gather is starting to have an effect on the approach of some other retailers who had previously had a clear run on certain brands and product segments. With The Entertainer now stocking the likes of Harry Potter, Wicked and Pokémon (and of course Lego reappearing on its shelves a few months ago), the reality is that everyone gets a slightly smaller slice of the cake moving forward…

The big news of last month was the ongoing saga of who will end up acquiring Warner Bros. First it was announced that Netflix had agreed a deal, only for Paramount to come back the next day with an improved offer. Meanwhile President Trump waded into the debate, implying that he had concerns over the deal and stating that he would be personally involved in the decision as to whether or not to approve it. I am sure the fact that his son-in-law is involved in the financing of the Paramount bid has absolutely nothing to do with that call. So, we all wait with bated breath to see what happens next. It has certainly been the talk of the licensing community for weeks, as whatever the outcome, there are major ramifications for licensees, and of course the Warner Bros team - I know the whole industry is rooting for them. I have read numerous articles dissecting the deal, most of which focus on the financial aspects as well as potential consequences for theatrical movie releases. If Netflix is successful in its bid, the interest on the debt alone will be a whopping $5bn a year. To make the deal debt-neutral, Warner Bros assets would need to triple their historic EBITDA performance for the next decade. That’s quite an ask.

Although these days, deals like this aren’t always predicated on the old financial rules and parameters.

Anyway, there’s a long way to go yet – let’s see what twists and turns are still to come…

US data suggests that as much as 95% of Black Friday sales in America were financed, either on ‘buy now, pay later’ schemes or on credit cards that the consumer isn’t planning to pay off within 30 days. I do hope that wasn’t the case here in the UK, but I fear that

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more consumers are building up debt than ever before, and while we all love people buying stuff (keeping us all in business in the process) I do wonder whether this level of finance is healthy and indeed sustainable…

Speaking of healthy and sustainable, Argos recently released some year-end figures (for the 12 months to 1st March ’25), which showed the retailer swinging from a £37m profit the previous year to a £222m loss. A “subdued and highly competitive general merchandise market” was blamed for the retailer’s reversal in fortune, and while there is no doubt that there is more than a grain of truth in that statement, it’s also the case that every retailer is facing the same conditions. I do wonder if these numbers might reignite the internal conversation at Sainsbury’s about whether to sell or keep Argos within the business. JD.Com is presumably monitoring the situation closely…

I welcome the news in the budget that the government plans to close the current de minimis loophole, exempting imports valued at £135 or less from customs duties. But why on earth did they choose to delay this measure until March 2029? Admittedly, that is the latest date by which the policy is due to be implemented, and I appreciate that something like this takes time to put the necessary infrastructure in place to ensure it works. But three and a half years?

How many UK businesses will close between now and then because it’s impossible to compete with the likes of Shein and Temu? For the sake of research, I signed up to Temu a few months ago. I have not – and will not – buy anything from them, but I wanted to understand a little more about the way they operate. The thing that has struck me is just how persistent and relentless their pursuit of me has been – you would have thought by now that they would have realised I won’t be buying from them, but I get multiple emails every single day offering me ever more ‘attractive’ deals. It makes Amazon look positively disinterested by comparison.

That’s what we’re up against. And that’s why I believe we shouldn’t be waiting another 40+ months to level the playing field…

There have been a few notable industry moves taking place in recent weeks: I gather that Brian Procter will be moving on from The Entertainer as part of a wider internal reorganisation, of which there will be more news early next year. Also on the retail side, I understand that Hayley White will be leaving B&M after almost 16 years. No news yet on where she will end up, although I did hear a rumour that it might not be too far away. Meanwhile, Philippe Roucoule has parted company with Warner Bros, with Johanne Broadfield taking on the role of Group Vice President WDDGCP EMEA Franchise & Regional Category Management. Jo’s going to need a bigger business card to fit all that on (assuming people still print business cards? Although if nothing else, it does seem to help get things moving when you arrive at some of the larger stands at Olympia and Nuremberg).

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