Toy World Magazine July 2025

Contributors

John Baulch - @Baulchtweet

from thepublisher

After a crazy Spring, when each week seemed to produce a fresh set of challenges for the global toy community to contend with, we’ve finally reached the mid-year point of the year, and thankfully everything has settled down slightly. Many of the new lines for Christmas are on their way – there may not be an Argos catalogue to arrange new launches around anymore, but a lot of new products still arrive for that traditional end of July period anyway.

Meanwhile, there have already been plenty of new ranges hitting shelves based on this year’s crop of summer blockbusters. I have been hearing that sales of Lilo & Stitch merchandise picked up nicely after the movie’s release, and hopefully we should see a similar reaction following the release of How to Train Your Dragon, Jurassic World Rebirth, FI The Movie and Superman over the coming weeks. The Hollywood Writers’ strike might have had a detrimental effect on last year’s crop of movies, but the reverse is true this year: 2025 really is a vintage year for family and toy-friendly films. These should see us through summer and into the autumn, before the festive heavy hitters start to jostle for position. So, despite the shenanigans across the Atlantic, we should hopefully be in for a respectable year this side of the pond.

This month’ issue includes product category features covering some of the market’s perennial heavy hitters - Construction Toys and Tech Toys – as well as a look at the Dress Up & Role Play and Stationery sectors. As ever, we’ve also rounded up all the latest news, including the acquisition of Wow! Stuff by the Troy Companies group. Congratulations to Richard North, Dawn Lavalette and the team, who will all be staying on to help drive the business to even greater heights under its new ownership.

It was also great to catch up with toy media icon Dean Weller of Generation Media for a chat about the changing media landscape. We were first introduced by the legendary Mike Frost around a decade ago, and our two companies have built a strong partnership ever since. Despite both of us spending over four decades associated with the toy media market, I’ve never conducted a formal interview with Dean… until now. A man who clearly knows his stuff, and who has an enduring passion for both toys and media, Dean was a hugely enjoyable interviewee: you can read the piece on page 38.

We also report back from the Toymaster May Show, which was another extremely successful event. Long gone are the days when exhibitors spent their time moaning about the attendance or complaining that not enough retailers were scratching the pad. The turnout was great,

and specialist independent retailers were out in force and writing orders. A large number of Toymaster members made the trip, with Irish representation as strong as ever. In addition, there were a lot of non-members present – 120 registered ahead of the show, around double the usual number (contrary to what you may have read elsewhere, it was most certainly not the first-time non-members were invited to attend…). Numerous exhibitors told me that they saw a very healthy number of non-members during the three days, including key AIS members such as SMF Toytown, Morleys and Daniels of Windsor. Playroom’s Head of Toys & Children’s Gifts Rosie Marshall was also in attendance, and she told me: “Yogi and Paul offer a warm welcome to our members, and we reciprocate this to their members at our show in September. The indies have so many challenges but by working together, we can achieve so much more.” I could not agree more.

While retail attendance was extremely healthy, that was matched by suppliers: the vast majority of companies you expected to see were there, and it was lovely to see senior people from  many of the larger exhibitors in attendance – there was a time when some stands would be ‘left’ to the local rep or agent, but when you see the country managers and senior directors from the likes of Mattel, MGA, Lego, Character Options and others make the effort, you know they’re taking it seriously. Mattel’s Michael Hick summed it up perfectly when we caught up at the show: “If you want to know what is going on in the toy industry, you need to speak to retailers that live and breathe toys 365 days a year. The independent retailers are at the heart of the toy industry, so I always learn so much from all the meetings we have.” As part of our round-up of the show, our editorial team took Michael’s advice and spoke to a host of retailers in Harrogate – you can read what they had to say starting on page 28.

The Toymaster central office team put a tremendous amount of effort into organising the show, and they deserve massive credit for delivering another excellent event. Talking to Yogi and Paul, they admitted that three things make the show – having the right suppliers present; the show coming on the back of a good start to the year for retailers… and of course, nice weather helps enormously. This year saw all three boxes ticked – the ice cream van did a roaring trade; there was no mad rush to find an umbrella and retailers arrived with budget to spend after a decent first few months’ trading.

So, all in all, I feel the UK toy market is nicely positioned as we head into the second half of the year and towards the festive season. Let’s just hope there aren’t too many more nasty surprises waiting around the corner.

Wow! Stuff joins Troy Companies in landmark investment deal

Wow! Stuff has announced that it has become part of the Troy Companies group, marking a significant milestone in the company’s growth journey. This strategic investment signals a bold new chapter for Wow! Stuff, enabling the business to expand its footprint across Europe and supercharge growth across the USA and other global markets.

The move marks a partial exit for minority equity investor BGF, which will continue to invest in the combined business alongside the Wow! Stuff management team. Troy’s new investment brings substantial capital to Wow! Stuff as it looks to support the business, targeting 200%+ growth over the next 24 months, rapidly scaling operations and fuelling innovation across its award-winning product portfolio.

“This was a long-term investment for BGF, and we are delighted that our patient capital has provided Wow! Stuff with the springboard for significant growth”, said Jon Earl, partner at BGF.

Importantly, the management and innovation team remains unchanged, with managing director Dawn Lavalette continuing to lead the business. Richard North, co-founder of Wow! Stuff, will also remain in his

pivotal role as president of Wow! Stuff and become an investor in Troy Companies, together with the Wow! Stuff management team.

Richard commented: "Wow! Stuff is about innovation in toys. Our mission, our passion and our love is to create that signature ‘wow’ moment for kids of all ages and genders, and this investment is testament to the belief both businesses have in the company, the group and its people.”

“This partnership is about growth – bold, ambitious growth,” said Dawn Lavalette. “With the backing of the Troy Companies group, we’re now better positioned than ever to expand globally, scale our creative and commercial operations and stay laser-focused on what makes us unique: world-first innovations and a love for surprising and delighting fans worldwide. An immediate example of the benefits of this deal is our signing of many tier 1 licences and expansion of the Puppetronics brand, launching globally in 2026.”

John Huiberts, Troy Companies group CEO, added: “We are so excited that Wow! Stuff has joined the Troy family of companies. We have created a world-class manufacturing and logistics operation and have the scale and support to amplify Wow! Stuff’s business while keeping the brand’s DNA intact. This is a tremendous opportunity for us to compete on the same level as the biggest toy companies globally.”

The Entertainer opens its first Generation 5 store in Bluewater

The new 3,000 square foot space, which opened in Bluewater shopping centre on Saturday 24th May, replaced the retailer’s previous, smaller store, from which it had traded since 2011.

The Entertainer team celebrated in style on opening day, with Bluey on hand to meet-and-greet fans and free Lego giveaways for the first 600 customers. While stocks lasted, customers could also receive a free Stitch Styling Head worth £10 when they spent £15 in store.

The Entertainer’s newest store offers an extensive range of toys and games, including leading brands such as Lego, Tonies, Barbie, Gabby’s Doll House, Hot Wheels, Peppa Pig and Paw Patrol alongside its Early Learning Centre and Addo private label ranges.

The store has also become home to one of only 10 Pop Mart vending machines in the UK, giving shoppers the chance to get their hands on one of the world’s most sought-after blind box toys. Additionally, the new shop features a newly developed sensory play wall that invites children to engage their senses and enhance their development through games and activities that explore textures, sounds and movements.

The Entertainer Bluewater offers customers a Price Match Promise, guaranteeing not to be beaten on price by any shop in the local area.

Andrew Murphy OBE, Group chief executive officer of The Entertainer, said: “Our latest store opening completes an exciting month for The Entertainer, in which we’ve announced our biggest ever price drop – across almost 800 toys – and significantly expanded our successful partnership with Tesco. Our new Bluewater store is the first of what could be as many as eight new store openings in 2025 and offers Kent’s toy lovers the very best prices in the mall.”

Basic Fun UK! launches new B2B ordering system

Basic Fun UK! has announced the launch of its brand-new B2B ecommerce ordering system, which is now live and available to all the company’s retail partners.

Giving toy specialists and independent stockists access to 24/7 ordering, instant stock levels and the latest product news, the new platform has been developed to make it easier than ever for customers to place orders at a time that suits them and stay informed on Basic Fun UK!’s latest product launches, promotions and key updates.

Tim Ives, vice president UK & Europe at Basic Fun UK!, said: “This is a significant step forward in how we support our independent customers. The new system works alongside our fantastic team of agents out on the road, giving our customers complete flexibility to place orders whenever it suits them, whilst keeping them informed on the latest launches, promotions and news. Independent retailers remain a key part of Basic Fun UK!’s business, and this new tool gives them even greater ability to react quickly to market trends and evolving consumer demand. The timing couldn’t be better, with a raft of exciting new autumn/winter launches such as MadBalls, Care Bears and Lite Brite – to name just a few – now on the horizon.”

The launch underlines Basic Fun UK!’s ongoing commitment to making it easier and more efficient for independent retailers to do business, providing them with the tools they need to stay agile and competitive in a fast-paced marketplace.

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

newsanalysis

Super. - advocates for exceptional education

Toy World spoke with founding director, Aaron Lipman, of Creative kids' marketing agency Super., about how the company can help toy companies connect with kids and families in a landscape where traditional media is increasingly diverting away from conventional advertising.

At its core, Super. is an award-winning creative group of services that connects brands with kids, young people and families through thoughtful, topical campaigns that focus on exchanging a brand's currency (time/ conversation/advocacy) to create deeper engagement and enable a more meaningful impact. Many of our experiential and educational campaigns centre on skills development, both life skills and educational.

Life skills might be cooking, creative learning or financial literacy. Essentially, skills that schools deprioritise due to limitations within the National Curriculum or lack of funding. Meanwhile, educational is linked directly to school learning and the curriculum. We have successfully mapped hundreds of brands to the National Curriculum by breaking down a brand or product's values and finding a relevant area or opportunity within the curriculum or school environment where we can create a benefit for teachers and pupils.

The campaigns we create can be mapped to timed activities, hands-on time with products (sampling) or time spent watching and engaging with content. Multiplied by our network of 5k+ UK registered schools and nurseries, we’re able to create campaigns that can generate over 1m hours of engagement or hands-on time with products. This generates fantastic opportunities to create positive conversations, which can be PR-ed regionally or nationally under our newly established Super. PR division.

As society shifts, the government and schools will adapt towards a new AI era. Learning tools and toys will therefore need to focus on two types of products: those integrating AI or those that help children develop skills that support human interaction and emotional intelligence. We’ve seen the toy industry do this before when the government pushed schools to focus more on STEM. As a result, many toy brands started to develop STEM skills-related products and promote them as educational.

Working with a company that has schools' database and partnership experience at its core when planning and executing campaigns has many advantages. Understanding the insights and behaviours of this community has enabled us to marry brands with schools, ensuring that the engagement fit is right, compliant and that the balance between educational and marketing creates fans, not cynics.

We’ve worked on a wide range of objectives, from product sampling, launching new IP, driving traffic to online destinations such as Roblox, to creating behaviour change campaigns. We have a wealth of knowledge in how to develop a campaign that will be successful and, in many cases, award-winning. We work with a curated network of senior educators, ensuring quality control over the content we create, overseen by an experienced team which ensures the marketing focus remains embedded, whilst acting as a brand ambassador for our clients and guardians for teachers, pupils and families.

Probably the biggest catalyst for increased interest in our services, is the way kids consume content. How do brands reach kids and families in a world where traditional media is shifting away from advertising? This is where Super. can play an important role.

Super. offers clients a range of measurable and cost-effective, creative marketing and PR services that enable them to reach huge audiences and deliver real ROI through hands-on time with brands and products. The ability to create good content around a brand or product enables us to present it to a core audience that will see the benefits and will, in turn, interact and react as a brand fan.

Toymaster welcomes new member

Toymaster is pleased to announce that a new member has joined its ranks.

Oliver Douglas & Sons has two store locations in Ireland. The first is located at Roscrea Rd, Birr, Offaly, R42 F765, while the second can be found at Rosemary Square, Roscrea, Co Tipperary, E53 HP60. Originally opened by Oliver and Mary Douglas in 1976, it is a family-run Builders Providers and Hardware shop.

Oliver Douglas & Sons offers customers an assortment of product, including outdoor toys, from pedal karts and trampolines to balance bikes, ride-on cars and scooters. It also offers an array of vehicles from brands like Bruder, such as tractors, diggers, dump trucks, fire engines and more.

A Toymaster spokesperson said: “We are pleased to announce the addition of a new member to the Toymaster family. We extend our best wishes to Oliver and his team for every success.”

Like all members, this latest retailer will be able to enjoy the support of Toymaster suppliers with offers and exclusive lines ahead of the festive season.

To get in touch with Oliver Douglas & Sons, call +353 57 9120049 for the Roscrea Road store or +353 505 21865 for Rosemary Square, or email Oliver at info@oliverdouglas.ie.

To find out more about becoming a Toymaster member, contact the head office team on 01604 674 477.

Goliath and Hasbro sign multi-year agreement for Mastermind

Goliath, home of multi-generational favourites like Sequence and Triominos, has entered a multi-year agreement with Hasbro, to become the worldwide manufacturer and distributor for the iconic Mastermind brand. Originally introduced in 1970, Mastermind is sold in 100 countries and has captivated puzzle and strategy enthusiasts for over 50 years.

“At Goliath, we’ve always believed in the power of classic board games to bring families together across generations,” said Jochanan Golad, CEO of Goliath. “Mastermind has been a beloved mainstay for decades, and we’re excited to introduce new ideas to the next generation of codebreakers and codemakers.”

For over 100 years, Hasbro Games has brought families and friends of all ages and generations together for fun and meaningful social interaction. Building on Mastermind’s enduring legacy, Goliath will reinvigorate the brand with a fresh marketing campaign targeting a new generation of players through a dynamic social strategy aimed at driving discovery, conversation and connection.

Mastermind will be distributed in the UK by Vivid Goliath, which can be contacted on 01483 449 944. Alternatively, visit www.vividtoysandgames.co.uk

Topps and Jill Scott launch new UEFA women’s Euro 2025 sticker collection

Topps, the premier trading card brand of Fanatics Collectibles, has announced its new official UEFA Women’s Euro 2025 sticker collection, with ex-England international Jill Scott as an official brand ambassador.

In content filmed at the Fanatics Collectibles store, Jill fills out her own sticker album, sparking memories of collecting stickers herself as a child growing up, as well as her memories as a player coming up against some of the familiar faces she spots on the pages. She even picks her dream 5-a-side team from Topps stickers, including current superstars Keira Walsh, Aitana Bonmatí and Ewa Pajor.

For many fans, this is the first time they will be able to collect stickers of their favourite female players. This sticker album embraces the stories behind the stickers and celebrates every player’s appearance at the tournament. For fans, it brings the excitement of finding their favourite stars in packs, and in completing the pages of the 16 nations that will compete in Switzerland this summer.

Jill Scott commented: “What interested me in becoming a brand ambassador for Topps and the collection is seeing what the company has created in the women’s sticker album; the quality of it and how much it’s putting into the women’s game. I open the album and am immediately interested by the facts and learning about the players; there are a lot of players in there that I’ve played with and, having retired, I’m not as in the know with what’s going on – so this is educating me as much as the next generation of fans.”

Launching ahead of UEFA Women’s Euro 2025 in Switzerland this summer, as an official UEFA partner until 2028, Topps will provide officially licensed exclusive stickers for each competing national team at UEFA Women’s Euro 2025. The campaign will also feature leading names from the women’s football world, activating in multiple markets in the run-up to the tournament and beyond.

The Topps UEFA Women’s EURO 2025 collection includes 308 stickers from all 16 qualified nations, and unique Euro Hotshot, Shining Stars and Euro Legend stickers

For more information on the UEFA Women’s Euro collection, visit www.topps.com, or Topps can be contacted on 01908 800 100.

Golden Bear’s Christine Nicholls announces her retirement

Christine Nicholls, founder and vice chair of Golden Bear, has announced her retirement from the company she co-founded with John Hales back in 1979. John sadly passed away earlier this year.

Christine has enjoyed a long and distinguished career in the toy industry, spending her first few years working with John at the Chad Valley Toy company before they set up Golden Bear together. Their mission was to make exciting, high-quality soft toys, and their first customers included Mothercare, Boots, BHS and Woolworths. Throughout the years since, Christine has been bringing her deft touch to the company’s product ranges, first honed at Birmingham Art College where she gained a BA Degree in Fashion & Textiles.

Golden Bear’s toys were initially designed and made in its own facility in Telford, and the company took its first foray into licensing in 1985 with The Snowman. Since then, some of the most famous and recognisable pre-school licences have passed through Golden Bear, such as Thomas the Tank Engine, Peppa Pig, In The Night Garden, and – most notably – The Teletubbies in the 1990s. The company was chosen as the Official Licensee for the 2012 Olympic Games, one of its proudest achievements.

Christine retires as an industry legend; she won the BTHA Lifetime Achievement Award in 2007, the Progressive Pre-School Outstanding Achievement Award in 2016,and the Mojo Play Creators Outstanding Achievement Award in 2023. She remains a Golden Bear shareholder and director and can be emailed on c.nicholls@goldenbeartoys.co.uk

Christine also represents the company in her role on the BTHA Council, a position she has held for over 20 years. During this time, she became the first female chairman, followed by the Barry Hughes, managing director of Golden Bear, said: “Christine has been a driving force and influence as cofounder of Golden Bear and has blazed a path for women in the toy industry. It has been my privilege and honour to work with her closely over the last 14 years.”

Christine added: “It has been a fantastic journey which John and myself embarked on over 46 years ago; we’ve had some good times and some challenging times, but we’ve always had lots of fun and feel very proud of the Golden Bear legacy. I’ve made some amazing friends in the toy industry, especially through working with the BTHA and look forward to keeping in touch with everyone at future events. I will always be passionate about creating toys and I’m privileged to have enjoyed such an illustrious career alongside the fantastic team at Golden Bear.”

DKB celebrates one million Crazy Aaron’s tins sold

DKB is celebrating as Crazy Aaron’s innovative Thinking Putty has now sold over one million tins since launch in the UK. Thanks to recent changes in product testing protocols, Crazy Aaron’s is now able to bring its full US range to UK and Irish shelves — unlocking an unprecedented wave of innovation, creativity and seasonal magic.

This regulatory shift is a pivotal turning point. For the first time, retailers will have access to the entire US portfolio, which includes a wide variety of compound styles, play patterns and product formats that have been wowing US consumers. From fidget-friendly formats to collectible kits, the brand’s stateside success is poised to be replicated across new markets, just in time for the allimportant Q4 season.

The new Crazy Aaron’s Advent Calendar contains 24 days of fidget fun with mini tins, mystery mix-ins and festive charms. Every three days, kids can combine components to create a brand-new holiday putty, making it the ultimate countdown for curious minds and busy hands.

Other standout new arrivals due in Q4 include Egg-Cellent Thinking Putty, Sponge Thinking Putty, Rainbow Reveal Thinking Putty and Falling Water Thinking Putty.

“The one million tins milestone is hugely exciting, but we see it as a launchpad, not a finish line,” said Sales director, James Luff. “The regulatory changes mean we can now bring the full Crazy Aaron’s experience to the UK and Ireland — with all the variety, seasonality and creativity that has made the brand such a success in the US.”

With an ever-growing presence in sensory play, mindfulness products and STEM-adjacent learning, Crazy Aaron’s continues to be more than just a putty brand. It’s a model of creativity and inclusion — made in the US and supporting a workforce that includes individuals with special needs.

For sales enquiries, please contact james.luff@dkbtoys.com.

Scanwell appointed preferred UK logistics provider for Spiel Essen 2025

Scanwell Logistics has been appointed as the preferred UK logistics provider for Spiel Essen 2025, the world’s largest board game fair, taking place from 23rd–26th October 2025 at Messe Essen, Germany.

With over 70 offices worldwide and decades of experience in international freight and exhibition logistics, Scanwell will provide full-service shipping and customs support for UK-based exhibitors heading to the event. This partnership marks a significant opportunity for UK creators, global distributors and independent board game developers to access a UK-based, global and dedicated logistics solution tailored specifically to the needs of the board game industry.

“We’re thrilled to be supporting Spiel Essen and its exhibitor base,” said Adrian Levett, director at Scanwell UK. “From game stock and demo materials to custom-built stands, our goal is to make logistics seamless so exhibitors can focus on what matters – showcasing their amazing games.”

As part of its role, Scanwell will offer:

• End-to-end freight services (via road, sea and air)

• Customs clearance for both temporary and permanent imports

• Local warehouse storage in Essen with daily call-off deliveries

• Post-show collection and return services

• Full documentation support including POA, HS codes and invoices

A dedicated logistics guide for Spiel Essen exhibitors is now available. UK businesses can register their interest or request the pack by contacting spielessen@scanwell.com

Xplore Brands welcomes new hire

Xplore Brands has announced the appointment of Jonny Smithers as the new head of Independents. Jonny brings with him over 20 years of experience in the toy industry and a deep understanding of the independent retail landscape. Xplore says his extensive background, industry knowledge and strong relationships make him the ideal person to drive this important channel forward.

Looking after the Independent and Garden Centres channel and select major retailer accounts, Jonny will represent and grow a portfolio of brands including My Arcade, Bloko, Loko, HP, Bitty Boomers, OTL, Quest, N-Gear, Lazerbuilt, Miko, Make It Real, Reig, Deqube, YuMe, Banbo Toys, Comansi, Ukonic, Iconic Arcade and Cerda.

Ravi Mashru, CEO of Xplore Brands, commented: “We are absolutely delighted to have appointed Jonny. We’ve known for some time that we needed a dedicated expert to focus on this vital channel, and we firmly believe Jonny is the right person to lead it. With the phenomenal ranges we carry, there’s no doubt Jonny will thrive in bringing outstanding products to our retail partners.

Zatu Games launches distribution division

Zatu, one of the UK’s leading board game retailers, has launched a dedicated distribution division. The new division has its sights aimed squarely at getting the best games from around the world into the hands of UK gamers and giving publishers a powerful new route into the market.

Building on over nine years of retail experience, Zatu Distribution combines deep industry insight, cutting-edge logistics and a strong understanding of what gamers in the UK & Ireland want. By leveraging sales data, player trends and direct relationships with hundreds of retailers, Zatu offers an unmatched ability to identify and scale titles that resonate with UK audiences.

As an independent, family-owned business, Zatu is uniquely agile and able to move quickly on promising titles, from crowdfunded projects to breakout debut designs. Zatu Distribution partners with both award-winning publishers and brandnew creators, offering flexible, high-impact routes to retail for all.

Zatu has already secured exclusive UK distribution rights to some of the world’s most anticipated games, including the tense, asymmetrical showdown Kelp; the enchanting fantasy series Kinfire and the serene, meditative A Gentle Rain. At the same time, Zatu Distribution welcomes retailers of all types and sizes and is already working with a large number of game stores, as well as major nationals, including Waterstones. Proving its new model, Zatu Distribution provided 10 titles to Waterstones during the UK Games Expo weekend, seven of which sold out.

The new division is backed by three high-efficiency warehouses and a team of industry experts. Already on board are Rory Kelly and Rob Trounce, both of whom were instrumental in growing Hachette Boardgames UK, and Broma Patel, formerly of Coiledspring Games.

“We don’t just ship games — we champion them,” said Rob Trounce, Trade Marketing manager at Zatu. “Because we’ve spent nearly a decade helping gamers discover the right titles, we know what works. Zatu Distribution is about giving retailers the confidence to stock future hits and giving publishers the platform to succeed in the UK. Every week, we’re welcoming new game stores as partners and expanding our catalogue of standout titles. Together, we can make play a priority.”

Zatu Distribution is already working with a growing portfolio of international publishers and is actively seeking new partnerships to help bring brilliant games to UK shelves.

Publishers looking to launch a game and retailers wanting to secure strong new titles are encouraged to contact Rory, head of Distribution, at rory.kelly@zatu.co.uk or call 01603 937 846.

Marketing World

Asmodee celebrates 30th anniversary with new consumer-facing brand reveal

Asmodee turns 30 this year, and the company has revealed a new brand identity, marking a major leap forward as a vibrant and visible consumer-focused brand, inspired by its players.

Since 1995, Asmodee has pioneered the tabletop gaming industry, bringing iconic titles such as Ticket to Ride, Catan, Dobble/Spot it, 7 Wonders, Azul, Star Wars: Unlimited and many more to millions of players worldwide. Having become a publicly listed company in February 2025, this new branding represents a key milestone in strengthening Asmodee’s direct relationship with players while reinforcing its reputation for quality and innovation.

“At Asmodee, we have made it our mission to create meaningful, shared experiences through our games to celebrate all players,” said Thomas Kœgler, CEO. “During our 30-year journey in the tabletop games industry, our brand hasn’t always been visible to players themselves. With this brand evolution, we aim to change that, making Asmodee a name that’s recognised, trusted, loved and sought out by players around the world.”

The new branding, developed with Publicis Groupe’s design agency, Carré Noir, places players at the heart of the company, which is entering an exciting next chapter in its 30-year journey. The new tagline ‘Inspired by Players’ reflects the new positioning. With 21 studios and a portfolio of over 400 IPs, Asmodee continues to push the boundaries of tabletop gaming by releasing innovative, award-winning and successful games year after year.

Asmodee’s rebrand is designed to deliver a clearer experience for its audiences. By unifying its brand ecosystem, the company is aligning its internal and external communications to give consumers, retailers and partners a better way to connect with the brand. With this evolution, Asmodee is reinforcing its position as a leader in the tabletop industry and a powerhouse of creativity that players will engage with even more.

To get in touch with Asmodee, call 01420 593 593.

Brad Pitt’s F1 The Movie drives sales for One For Fun

The last week in June saw the release of new blockbuster F1 The Movie, which both stars and is partly funded by Hollywood icon Brad Pitt. The big-screen debut of this highly awaited film, coupled with the ongoing popularity of the Netflix documentary Drive to Survive, means the buzz around F1 has never been louder. The image of F1 has changed in recent years, evolving into a popular, family-friendly spectator sport in which fans support individual teams and drivers. With Lando Norris and Oscar Piastri sweeping to victory at the Spanish Grand Prix, the British McLaren team is enjoying a hugely successful 2025 season, topping both the Drivers’ and Constructors’ Championship leaderboard going into June. Lando Norris has become something of a homegrown hero; born in Bristol and raised in Glastonbury, his own brand of track wizardry is driving sales for One for Fun.

David Mordecai, CEO of One for Fun, said: “We knew F1 The Movie was going to be popular, but the pre-orders on the range have been nothing short of spectacular, particularly the 1:43 Mclaren MCL38 featuring Lando Norris. One for Fun is the only distributor of Bburago F1 in the UK. Bburago works in a different way. We have licences with each individual team, rather than the one licence with Formula One, which the other players in the field have. This means that our vehicle designs have to be signed off by each of the teams. It’s a longer process but it does mean that our cars are 100% accurate in every detail. This matters to serious collectors.”

For more information, contact 01416 132 525, visit www.oneforfun.com or email sales@oneforfun.com

Little Tikes hosts Bluey family party at MediaCity

Following its new partnership with BBC Studios, Little Tikes has celebrated the launch of the all-new Little Tikes Bluey outdoor toys range by bringing family fun to MediaCity’s waterfront. The deal has expanded Little Tikes’ collection with four new Bluey-themed outdoor toys, with families and kids invited to test out the new range.

The event took place at the recently revamped MediaCity Waterside Steps, outside CBeebies’ HQ at MediaCity in Salford, Greater Manchester, and included a waterfront screening of fan-favourite moments from Bluey. Families enjoyed the big screen while kids tested out Little Tikes’ classic and new Bluey outdoor toys in a sand and water play zone, which let kids splash and build together, and experienced the iconic Cozy Coupe range in the ride-on zone.

The event also included face painting, a Spin to Win wheel loaded with epic prizes and a chance to meet Bluey.

The four new Bluey-themed toys include: Bluey Grannies Car Coupe, inspired by the Bluey episode Grannies; Bluey Bushland Adventures, a play set perfect for hours of outdoor playtime with multiple kids; Bluey Beach Day Sandbox, inspired by the Bluey episode The Beach!, with Bluey sand mould, crab sand mould, seagull foot print roller, bucket, spade and rake and Bluey Beach Water Table, an outdoor water play set including a water table with detachable legs for an easy switch between table and floor play.

For more information on Little Tikes or its ranges in the UK, contact 0845 0533 333.

Opinion

Summer scrolls: winning the screen to win the shelf

Sonika Chowdhury, Digital associate director at Generation Media, explains how surging screen use during the UK summer holidays presents companies with unrivalled opportunities to get ahead on their Christmas marketing plans.

AAs schools break for summer, children across the UK swap pencils for phones and tablets become the new textbooks. For toy brands, this annual shift marks more than just the start of ice cream season - it's a digital goldmine. Screen time surges, routines soften, and suddenly young audiences are more engaged, more impressionable, and significantly more scroll-happy. But this moment isn’t just about summer sales: it’s about setting up for Q4 success.

According to Ofcom, children’s average daily screen time increases by as much as 30% during the school holidays, with TikTok, YouTube and Snapchat seeing the biggest jumps. It makes sense: less structure means more screen time, whether it’s for entertainment, discovery or socialising. Kids aren’t the only ones scrolling either. Parents are on the hunt for toys to keep their children occupied and, eventually, for presents to keep hidden until December. This confluence of audiences creates the perfect opportunity for toy advertisers to lay the foundations for festive season success.

The key to cracking summer is being present where kids already are: on the platforms they love, in formats they enjoy, with messaging that makes them (and their parents) stop scrolling for all the right reasons. On YouTube, Shorts have become an essential tool for kid-facing content, while skippable and bumper ads are ideal for parent-targeted campaigns. Brands that lead with eye-catching visuals and land the toy moment within five seconds are the ones that stick.

TikTok is a playground of bite-sized, creator-style content. Brands who lean into this world using trends, transitions, sounds and UGC-style ads see the biggest rewards. It’s less “heavily produced TVC”, more “fun, fast and feels like it belongs”. TikTok remains a valuable environment for engaging parents, older teens and family audiences through

contextual relevance and culturally attuned creative, delving into the gifters of the toy world.

Snapchat's Snap Ads and AR Lenses may skew slightly older, but they offer immersive, interactive ways for kids to play with products before they hit the shelves.

When it comes to creative, this isn’t the time for landscape, slow-burn storytelling. You’re fighting for attention in a vertical world, where thumbs are fast and expectations are faster. The winning toy ads are vertical, bold, colourful, short, and sound-on. Think text overlays, fast cuts, and voiceovers that tell you why this toy is the toy, before the viewer has a chance to hit skip.

But while summer is prime time for attention, it’s also an incredibly valuable testing ground. This is where the savviest toy advertisers shift gears from “launch mode” to “lab mode”. July and August offer a low-pressure window to experiment with different creatives, messaging angles and audience segments before Q4 costs increase. Paid social platforms are perfect for this. They offer near-instant feedback, letting you identify which messages resonate, which images perform, and which audiences are worth your budget. These insights can supercharge your Q4.

Don’t ignore the creative fatigue factor. The fun video that crushes in July might feel stale by November. Use the summer months as your creative playground: trial different cuts, formats and concepts. Platforms like Meta and TikTok offer Dynamic Creative Optimisation (DCO), so let the algorithms do the testing for you. Then, come Q4, you’re armed with proven winners, not hopeful guesses.

Each platform also plays its own strategic role. Meta is your retargeting powerhouse. As we move into gifting season, it’s invaluable for re-engaging parents and gift-buyers already familiar with your brand. TikTok, on the other hand, is your topof-funnel buzz engine. Start building presence

and brand warmth now with organic-feel paid content that entertains as much as it informs. YouTube remains the go-to for longer-form product explainers and parent research, especially if you’re selling toys that benefit from a bit of storytelling or demonstration.

Looking at wider toy trends, it’s clear that certain products and behaviours continue to dominate summer engagement. Take Squishmallows, a juggernaut with over 13b views on TikTok and a fandom that fuels both purchase intent and peerto-peer influence. Sonny Angels is thriving off the back of the unboxing trend, its miniature mystery format tailor-made for short-form content, and collaborations like Lego x Fortnite blend digital and physical play in ways that speak to today’s hybrid expectations from toys.

To help structure the months ahead, here’s a suggested roadmap:

• July: Launch low-spend tests across TikTok, Meta and YouTube. Try new creative formats and messaging.

• August: Optimise based on what worked in July. Increase spend slightly, refine targeting, and identify top-performing ad variants.

• September: Finalise your Q4 creative and platform mix. Lock in your media plan based on real-world data, not assumptions.

Ultimately, the message is this: summer isn’t just a time to catch flights or unwind in the garden while school’s out - it’s your strategic runway. The brands who show up now, test thoroughly and plan smartly will be the ones who stand out during the highstakes holiday period. So, whether you’re dropping a new toy line or just looking to maximise a core SKU, there’s never been a better time to scroll smarter, test faster, and prepare sharper.

Because in the world of toys, those who win the screen in summer, win the shelf in December.

Sonika Chowdhury - Digital associate director at Generation Media

Licensing World

Monster High joins Playmobil following global licensing agreement with Mattel

Mattel and Playmobil have announced a multi-year global licensing agreement that will bring Monster High, one of the most successful and beloved kids’ properties of all time, into the world of Playmobil, reimagined in the brand’s signature style.

From autumn 2025 in EMEA, Playmobil will release play sets inspired by the Monster High universe. Fan favourite ghouls such as Draculaura and Clawdeen Wolf will be transformed into highly detailed figures, each accompanied by signature accessories. The collection merges Playmobil’s distinctive play system with the instantly recognisable Monster High aesthetic. Additional product lines are already in development.

“This partnership is a key milestone in the evolution of our brand,” said Playmobil CEO Bahri Kurter. “With Monster High, we’re bringing one of the most impactful franchises of recent years into the Playmobil system — for fans, collectors and kids alike.”

Ruth Henriquez, head of Licensing, Publishing and LBE, Mattel EMEA, added: “Working with Playmobil allows us to reintroduce our brands in a new creative context. Playmobil’s storytelling and iconic design approach makes it an ideal partner in delivering meaningful brand experiences.”

This partnership reflects both companies’ strategic focus on global growth and audience expansion. Earlier this year, Playmobil unveiled its brand refresh under the motto “The Future is Now”, introducing new product concepts, global partnerships and a stronger international presence.

Following the EMEA launch, the Monster High x Playmobil collection will roll out globally in the US, LATAM and APAC in 2026 in stores, online, and via selected partners.

UK readers can contact Mattel on 01628 500 000 and Playmobil on 01268 548 111.

Rubies secures exclusive Paddington licence with Studiocanal

Rubies has announced its partnership with Paddington for product development and distribution across the UK. Rubies will develop and produce an exclusive range of officially licensed Paddington costumes and accessories. Fans of Paddington across the globe can soon look forward to dressing up as the lovable bear in costumes created by Rubies.

“Rubies is delighted to welcome Paddington into our portfolio to further strengthen our product offering in the UK,” said Fran Hales, head of Portfolio and Marketing at Rubies. “Paddington holds a very special place in the hearts of fans of all ages, as his story has inspired generations. We are excited to bring him to life through a unique collection of costumes and have some delightful accessory options that really capture his charm and spirit.”

This collaboration expands Rubies Masquerade’s already impressive portfolio of licences and reinforces the company’s commitment to offering both its trade and consumer customers innovative and authentic dress-up and toyetic product inspired by beloved characters.

The Paddington dress-up collection is already in development and will be available for purchase at Rubies’ official website and through its dedicated sales team from December 2025. For more information, visit uk.rubiesmasquerade.com, call 0845 307 0707 for the Rubies sales team or contact your account manager to find out more.

Warner Bros. brand-new Superman collection takes flight

As global audiences prepare for the release of DC Studios’ first feature film, Superman, Warner Bros. Discovery Global Consumer Products is launching a massive global collection that celebrates the iconic DC superhero and the highly anticipated new film from writer, director and producer James Gunn.

“Among the largest collections we’ve ever released, our range of Superman-themed products releasing this year represents a strategic, all-hands approach with our partners and DC Studios,” said Robert Oberschelp, head of Global Consumer Products, Warner Bros. Discovery. “Innovative and engaging products, along with eye-catching design and bold colour palettes, capture the excitement and joy audiences will experience when viewing James Gunn’s Superman on the big screen.”

From collectibles and apparel for kids, adults and even pets to toys and home goods, Warner Bros. Discovery’s Superman-inspired lineup is designed to bring the hero’s commanding presence to everyday life.

Spin Master takes flight with a wide range of products, including the new Flying Krypto and Kaiju Slime Battle Set; Imaginext by Mattel brings the action with the Superman Kaiju Clash and more; McFarlane Toys expands its lineup with action figures and play sets depicting numerous characters from the upcoming new film; while Funko introduces a large range of figurines including Superman, Lois Lane, Lex Luthor, Krypto and more. Jazwares and Squishmallows will also support the release with an assortment of Superman-inspired plush, featuring fan favourites like Krypto. Releasing this summer, Bandai Spirits’ S.H.Figuarts line will also introduce a new action figure, modelled after Superman’s appearance in the new film.

Licensing World

Craft Buddy partners with Dr. Seuss

Craft Buddy is partnering with Dr. Seuss Enterprises to bring beloved characters The Grinch and The Cat in the Hat to life through a range of innovative Crystal Art products. The partnership covers multiple markets across Europe and the Middle East, as well as worldwide sales via craftbuddyshop.com.

Craft Buddy will launch a collection of themed Crystal Art products designed for children, families and adult fans of the iconic Dr. Seuss properties. The range will feature several of Craft Buddy’s most popular lines, including fan-favourites Crystal Art Buddies and Buddies XL formats, as well as the Mega Activity Set and Scroll Kit.

Seasonal lines for The Grinch include Hanging Buddies; the newly launched 3D Crystal Art Sparkle Scene featuring The Grinch, his companion Max and a dazzling Christmas tree; and a humorous Merry Grinchmas Christmas card. The range focuses on the imagination, humour and iconic visuals of The Grinch’s world, with particular attention to the timeless appeal of the brand.

Gary Wadhwani, co-founder at Craft Buddy, commented: “We’re incredibly excited to be working with Dr. Seuss Enterprises on this new creative journey. The Grinch and The Cat in the Hat are iconic characters with global fan bases and amazing visual storytelling appeal. Our Crystal Art range will give crafting fans of all ages a new way to interact with and celebrate these much-loved characters through hands-on, artistic experiences, particularly during the gifting season at Christmas.”

Products were showcased to wide acclaim earlier in the year at Spielwarenmesse and Creative World, and the first hero line products launched at the Toymaster Show in May as part of Craft Buddy’s AW and Christmas 2025 collection. Products will be available in early autumn, with RRPs starting at £4.99, making the range highly accessible. Craft Buddy will also leverage its growing direct-to-consumer channels, including Amazon, TikTok Shop and its own eCommerce platform to maximise reach and accessibility. This new collaboration will be supported by marketing and PR activity to drive brand awareness and product engagement across both traditional and digital platforms. Retailers can get in touch with Craft Buddy on 020 3417 6565 or trade@craftbuddyltd.co.uk.

Universal announces new Gabby’s Dollhouse products and retail experiences

Universal Products & Experiences is celebrating the magic of play with new, innovative products and retail experiences inspired by the upcoming theatrical release of DreamWorks Animation’s Gabby’s Dollhouse: The Movie, the first-ever cinematic adventure for the global hit streaming series, debuting in theatres globally on 26th September 2025.

Master toy partner Spin Master’s award-winning line has sold 4m dollhouses since launch, creating an interactive showto-shelf play experience that mirrors the series. With play sets, figures, plush, games and puzzles, Spin Master continues to deliver innovation with a brand-new Meow-mazing Dollhouse featuring LCD interactive eyes and technology that connects to the Meow-mazing Interactive Pandy Paws Plush as well as the Interactive Cat Ears and more.

Video games continue to provide Gabby’s Dollhouse fans with new ways to engage with the brand. Available exclusively on the award-winning Nex Playground console, Gabby’s Dollhouse: A-meow-zing Moves is an interactive, motion-controlled game; a new multiplatform console game from Outright Games is also set to launch and Gabby’s Dollhouse continues to expand in the digital space with new experiences available on Roblox.

Following the series’ launch in 2021, Universal Destinations & Experiences theme parks have brought Gabby’s Dollhouse to life through immersive real-world attractions; fans will be able to meet and play with Gabby in a unique immersive retail experience at Universal Kids Resort, a first-of-a-kind resort specifically designed and developed for families with young children opening in Frisco, Texas, in 2026. In partnership with DreamWorks Animation and TEG Life Like Touring, Gabby’s Dollhouse Live launched this past March in Australia and will begin touring North America this autumn.

Toikido appoints Eolo as global master toy partner for Beep Boop

Beep Boop is a visually distinctive, non-dialogue animated series co-produced by Toikido, Lazy Sunday and Custom Nuts. Aimed at children aged 6-9, the show follows a group of sentient vending machine toys as they explore a tech-powered Tokyo, blending kawaii aesthetics, slapstick humour and emotional storytelling. The toy line, launching in September 2025, will include collectible figures, interactive play sets and digital crossover items inspired by the show’s core characters and world. The animated series is fully funded and currently in production, with a global premiere slated for 2026.

Darran Garnham, CEO and founder of Toikido, commented: “Our work with Eolo has been one of the most energising and collaborative partnerships we’ve had. The team’s creative approach to product design and the company’s global reach make it the perfect toy partner for Beep Boop. We’re thrilled to bring this world to life together.”

Alex Prieto, CEO of Eolo Toys, added: “We’ve been big fans of Toikido’s bold and original IP approach from day one. Beep Boop is a brand full of charm, humour and collectability –everything we look for when bringing toys to life. We’re incredibly excited to help introduce it to kids and fans worldwide.”

Beep Boop’s content rollout includes 26 x 6-minute episodes, launching on YouTube from September 2025, supported by a robust social content strategy across TikTok and Instagram. The franchise is designed for both digital-first fandom and toy-led shelf impact, with strong licensing potential across Apparel, Publishing, and Lifestyle categories. For more information, visit www.toikido.com or www.eolotoys.com.

Talking Shop Showing off

Caroline Tonks and Gabriela Jimenez Garcia report from the Toymaster May Show,

to find out what visiting indies thought of the show, what had caught their eye and how they expect the rest of their year to pan out.

Sarah Gooding

Gullivers Toys and Gifts, Edinburgh

This year’s Toymaster May Show has been brilliant, with so many new and exciting ranges to see. There are so many benefits of coming to this show, including how personable it is and the fact that it is tailored specifically to small independent retailers, which is perfect for us. The show allows us to look at products out of the box, in more detail and in a relaxed environment, and suppliers take their time to talk through products during appointments. It also provides us with a chance to get to know those we work with better and has even enabled us to discover new companies that we didn’t think we would find here.

Two particular product ranges that have impressed us are the Animal Friends range, as well as the new Sky Trails lineup, both from Playmobil. Sky Trails is such a clever idea, as it enables users to build elaborate pieces while also incorporating the classic Playmobil figures, which I think is a great combination, and kids can attach their masterpieces to a bunk bed for display after completion. As this range is launching in September, I think it’ll be ideal to sell during the Christmas season, and it’ll help to enhance our existing Playmobil offering. We are also looking to expand our selection of sensory toys, including plush toys that provide comfort for neurodivergent children, and coming here has given us plenty of inspiration.

Another item which has caught our eye is Posh Paws’ Capybara plush; they’re super cute, and since Capybaras are a trending animal in the toy industry right now, we want to hop on that trend. We’re also due to visit Ty’s stand this afternoon, as one of our biggest sellers, to see what else we can add to our plush offering.

As we’re a small shop, we can’t do everything and offer every trend but have incorporated quite a few licensed ranges – Stitch is what we’re selling the most of right now and we’re seeing whether there’s any more Stitch product that we can add to our shelves. We’ve also added new Minecraft ranges as that remains very popular, and Paw Patrol is another popular licence that we feature in our shop.

2025 looks to be a year of growth and change for us. We’re currently working on making our website live; we’ve put a lot of effort into it and it’s now bigger and better. We’re renovating our shop to turn it into a whimsical place that will lure in locals and tourists and provide them with an unforgettable experience. We’ve ordered some LED clouds for the ceiling of our PreSchool area that will make it more inviting for children. During this show, we’ve also taken the opportunity to ask more about how we can improve our POS, as we want every unit to have an impact and really blow our customers away. The next six months will be spent redecorating and making space for new ranges. Although we’ve not yet started planning for Q4, we’ve got some ideas in place already for the Christmas period.

Talking Shop

Robert Gliddon

Gliddons Toyshop, Sidmouth

I would describe this year’s Toymaster May Show as a great success. The trip from the West Country to attend the show is long, but we don’t want to miss out. Even though we arrive thinking we don’t need any new ranges, we always leave having ordered a significant amount. New product ranges are what keep the store fresh and exciting, which makes shows like this unmissable and highly essential.

Visiting the Tonies stand, we were impressed with its product offering and have placed orders. We’ve also visited other companies with whom we’ve been dealing for many years and are pleased to see their new launches. I find that seeing and handling product in person is very important, and way more helpful than ordering online or through a catalogue. While we’ve mainly ordered products for the summer season, we’re also looking towards Christmas.

We enjoyed the dinner last night, it’s a fun and relaxing aspect of the show, and attending the evening functions provides a great opportunity to catch up with other Toymaster members and find out how things are going for them.

2025 has been interesting; we entered it with low expectations due to government legislation changes and the employment situation. While it’s clear that this year will not be easy, it's more crucial than ever to attend events like this and connect with companies that can offer a reasonable profit margin. Without such support, it’s extremely difficult for independent toy retailers to survive. We’ve become a lot more selective in the suppliers we deal with than we were ten years ago.

We’ve already started planning for Q4, and coming to the Toymaster May Show has enabled us to place orders for the Christmas season. Although we already have stock, we’ve been making new orders as a backup option in case we need more product. Christmas can be challenging because it’s hard to predict which products will become popular. However, as long as we keep our core offerings that consistently sell well, we usually manage to navigate the festive season successfully.

Our main priority at the moment is the summer season - as Sidmouth is a tourist destination, the summer should bring us more customers. We've got the perfect weather at the moment, but last year was very wet and could’ve potentially put tourists off returning to the West Country and travel abroad instead. But we’ll keep smiling. August is like our second Christmas and a crucial time for us, where we see plenty of sales.

Sean Reilly

The Hobby Shop, Sligo, Ireland

The show has been really good so far, with a lot of attractive offers and so many interesting, new products to see. I’m feeling quite happy with it all. The Lego Group is one of the major suppliers that is always very popular with customers, and it’s been exciting to see what’s coming from them. I’ve also been impressed by the Brainstorm stand. I’ve got more to see yet, but those two companies have really stood out so far. We’re very excited for the rest of 2025. We’ve come through January, February and March and then the build-up to summer begins; before you know it, it’s the second half of the year, which is really our time. We’ve already started prepping for Christmas. Major blockbusters like Stitch and Minecraft have brought a lot of footfall into the store recently. Minecraft has been performing really well in the early half of the year, and everyone’s excited for the Lilo & Stitch movie.

It’s great getting to see everyone at the show under one roof and to meet other retailers. It’s always useful to pick their brains and learn what’s working for them. This is a huge part of the show, and one which I find extremely valuable – as well as all the show offers that offer fantastic support to us indies.

Heather Winnan and Jean Hodgins

Hopkins Toymaster, Wicklow

This year's Toymaster May Show has been extremely busy for us; we've had back-toback appointments for the last two days and will continue to try to fit everyone in until the very end. The main benefit of attending this event is to be able to meet suppliers face to face and build on those important connections that will help our business. Another very important aspect of the show is that it provides us with the opportunity to view products and test them out, as well as see the way in which they are packaged. It also enables us to compare prices between different suppliers. We’re all about delivering quality and value to our customers, so our main goal when coming to these shows is to ensure that we are selecting the right items.

One of the suppliers we're adding to our portfolio is Paladone, which offers a fantastic range of slime and gifting items, including a night light from its Minecraft range, which could fill a gap in the market that we currently aren't targeting. We now have the pricing and the company's catalogue, so it's time to go home, do our research and determine which lines will work best for our store moving forward.

We believe that the remainder of 2025 will be positive. While we remain optimistic, we are being cautious with our buying because we are still uncertain about how tariffs will affect the European market as a whole. We are concerned about the possibility of excess stock being offloaded if America refuses to accept it, and we still face uncertainty about the future. We are making sure our prices are competitive, as many things might be cut at the end of the year, which could be challenging.

We have exciting plans lined up for the following months; we always hold events during the summer, which is a huge driver of footfall, and hopefully sales. We’ll be moving things around and refreshing our shelves, aiming to clear the summer stock and prepare for the final quarter of the year, in which we’ll be incorporating things like magic sets and gifting items for the Christmas season. Planning for Q4 starts very early for us; as soon as one Christmas is over, we start thinking about the next. Forecasting is a huge part of the preparation process; we already have budgets in place for the different suppliers we work with, and our in-store displays have all been planned.

Karen Westmorland

Treasures Toys, Wetherby

I’ve been finding the show really positive. I joined Toymaster last July, having bought the toy shop about a year ago. I now know more suppliers and can be a bit more targeted with my plans. I’ve been pleased to find plenty of great offers on this year.

The hard thing for me, as I am quite a small shop, is that I’m not looking to spend £1000 on one order. Pocket money is a key category for us. I have just placed an order with Kandy Toys because I find its ranges always perform really well, and I’ve also checked out Halilit’s range. I have chosen to focus on smaller and more niche suppliers for different products; for my location and type of shop, mainstream suppliers don’t always work. The Toymaster Show is a great opportunity to discover alternative suppliers - I know they’re out there, but physically seeing their product makes it a lot easier.

Getting to see everything in person is a great perk, and one which I also enjoyed at the Toymaster regional autumn show, which was also held here. Even though it was a lot smaller, I discovered a couple of new suppliers, which was very valuable. Last year I was just looking around, but this year I know what I’m doing and it’s great to meet everyone – other retailers and suppliers alike. The shop is doing well, despite the challenges we face, like grocers offering big discounts and promotions, and I’m hoping people will have a bit more in their pockets, especially at Christmas. At the moment, I’ve targeted lower price points, so customers might pick up more but still spend the same amount, and will bring in some higher priced, key items for Christmas time. Thankfully, with suppliers like DKB, you can buy just one item like Wow! Stuff’s Disney Stitch Puppetronic by RealFX. I’m feeling hopeful and we’ve got a good vibe going on in the shop, so my outlook is positive and I’m feeling hopeful for the rest of the year.

Talking Shop

Bill Bulstrode

Bulstrodes & Framlingham

Toy Shop, Framlingham

This year’s Toymaster May Show has been amazing so far, and the group has done a brilliant job at organising this event.

Harrogate is at least a four-hour drive from where I live, but it’s well worth coming to. We’re always on the lookout for something a little bit different to add to the ranges we're doing, and the May Show gives us a great opportunity to look around and see if there are any fresh and innovative product ranges that we should be stocking. So far, I’ve had a look at Reydon Sports, which has plenty of interesting outside equipment, including footballs that should hopefully do well this summer, and Tomy which has a new range of tractors that looks interesting. I’ve also visited Blue Sky Designs’ stand – a supplier that is quite local to me and which I support, and I will be getting an early delivery of its games. AB Gee also had interesting products on show. I now need to go back and discuss with my staff before proceeding with orders for some of the new products I’ve seen.

I’ve also taken the opportunity to place repeat orders with companies such as Asmodee and VR Distribution, which we’ve added to our range of games. Of course, we have also visited Lego and confirmed some orders there, too.

One of the main benefits of attending the Toymaster May Show is being able to look at products properly, instead of online or in a catalogue. It also enables us to catch up with other retailers and get insights into what they’re doing and what’s selling or not selling well for them. I work closely with The Toy Box in Beccles – we often pool our buying, and there are some things that sell in Beccles that we can’t sell in Framlingham, so we help each other out. This reciprocal support is so important to indies; shows like this present a brilliant opportunity to network with other retailers and see how we can help each other.

The evenings during the show are also wonderful. I'm not much of a dancer, but I found myself on the dance floor all night and it was fantastic. Although I usually go to bed quite early, I didn't leave until 1am. on the first night. I had an amazing time, and the award ceremony tonight should make for another wonderful evening.

I am staying positive this year and believe that the remainder of 2025 will lead us into a joyful Christmas season. Being a small independent business, we work with companies such as Kayes of Cardiff and Wind Designs where we can buy in smaller quantities to help manage our stock better. We have already started planning for the fourth quarter and are currently pre-ordering for Christmas. While some people are struggling due to the cost-of-living crisis, others are managing well. The main thing for us is remaining positive and looking towards the future and offering support to parents where we can. Since our store is based on the coast, we tend to get plenty of tourists, and the summer period should be strong for us. Framlingham is a well-known destination due to it being the home of Ed Sheeran, who is holding some concerts in early July. We are looking forward to welcoming plenty of new visitors who will be here to see him live and visit popular landmarks, including Framlingham Castle, which is referred to in Ed’s Castle on the Hill song.

Mihir Patel

Woodley News, Reading

The Toymaster May Show 2025 has been wonderful so far, offering a great opportunity for us to see new products in person. We’re witnessing a lot of newness, particularly across the plush and collectibles categories, and are pleased to see so many innovative launches that we believe will be highly popular this year.

Character Options and Click Distribution have many interesting products on display that caught our eye, and there’s also some newness from Lego; we believe that the Lego F1 range is a strong launch, which will be very popular. We also went to Kayes of Cardiff’s stand and enjoyed seeing its Mattel offering.

We hope that the rest of 2025 will be positive, especially with the high-profile upcoming releases from companies such as Lego and Pokémon. Although we haven’t yet started planning for the Christmas period, coming to the Toymaster May Show helps us gauge which products would make a good addition to our portfolio for the autumn/winter season. We predict that anything F1 and Roblox related will be popular for Q4, as trending licences that have been performing very well so far.

Sharon Reidy

Reidy’s Leisure Centre, Kilrush, Co. Clare

Although I’ve been a Toymaster member for a long time and have attended the regional meetings every year, this is my first time attending the Toymaster May Show in Harrogate. It’s been a very full-on and useful experience because it’s allowed me to see a lot more suppliers in person, as well as products that I don't usually carry. I plan to return next year based on how positive this trip has been.

Although Lego is always the obvious brand that retailers are looking to stock, seeing all the Toymaster exclusives has been lovely, and it’s great to be able to plan ahead and preorder these items. I’ve also enjoyed seeing new products from suppliers that I already work with. I was impressed with the RMS stand, and Slime Party also had an interesting range. I’m sure that Reydon Sports’ lineup will do well in the upcoming summer months; I brought my 16-year-old son with me, and he loved the Reydon offering. One of the main reasons we came is to discover new sensory toys to introduce into our store, and there’s been a lot to catch our attention. There’s a lot of Stitch and Bluey licensed ranges too, which will go down well with customers. We’ve been able to see the catalogue lines and exactly what companies are launching for autumn/winter. Although we’re mainly ordering for the summer season right now, we’re starting to look at placing orders for Q4 too.

The biggest takeaway from attending this show is the opportunity to meet so many suppliers all in one place and to discover a wider variety of products than my current offering. I've realised that there are far more suppliers within Toymaster than I was aware of, or have dealt with before. I’ve not only done repeat orders with suppliers I already work with but have also added new companies to my supplier base, which is very positive.

For the rest of 2025, we will continue planning for the Christmas season and ensure we have stock to support what’s coming up in the window features. We’ll also stay on top of popular movie releases and make sure we carry products related to those. I predict that Stitch’s popularity will carry on into Q4, and the latest Lego lines will continue the brand’s success. The Lego Super Mario range stood out for me; I’m sure it will sell well, and some of the Toymaster exclusive ranges, like Ninjago and Marvel, are bound to be in high demand.

Dave Middleton

Freak Treats, Midco Toymaster, Midco Toy Planet, Burton-on-Trent

It’s been a good show this year. I’ve seen a lot of different suppliers and a lot of different stuff, and it’s been pretty relaxed. Since I was in LA a few week ago, I’ve seen most things already product-wise, but this show is more concentrated on the little bits. In LA, I saw the bigger picture, but here you niche down into the little bits and pieces that people are doing. There’s a lot of good stuff, a lot to go after.

At a show like Toymaster, I look for lines that would work well in an independent. The beauty of this show is plenty of product tailored specifically for indies, rather than having to weed it out at Toy Fair. Smyths and The Entertainer can’t do it all, and it’s important to find those little gaps.

I’m feeling very confident about 2025; we’re having a really good year so far. We just moved one of our outlets into a bigger shop and that’s gone well; we had a really good first weekend. I didn’t advertise it because I didn’t know if it was going to be ready or not, so it was quiet but still steady. It’s all positive at the minute. Last year was a rough year, but this year has been much better. Pokémon is on fire, which is driving everything, and Lego also remains strong with a few standout winners.

WereBears, which I have been involved in bringing back to the market, is on Character’s stand now and it’s been really well received, so fingers crossed people order it. It’s also in the Toymaster Christmas catalogue. This show is the start of looking for Christmas lines in earnest; Toy Fair is too early and you look at what you want to range there, but you can come here and look for those special little extras. That is part of what I’m doing here today – thinking about our bigger range for Christmas and getting ready.

Jack Strachan Strachans, Inverurie

The Toymaster May Show is a great show to attend. As I’m from the Northeast of Scotland, coming to this event provides me with a valuable opportunity to see suppliers face-toface, catch up with other retailers and hear all about how business is going for them, how they’ve been coping with price increases and which ranges have been performing well at their stores – this is one of my favourite parts of the show. In terms of products, something that has really stood out to me is the Clutching at Straws game by Left Field Group. The game has gone viral on social media and there are celebrities including Formula 1 drivers taking part in the trend, so this is something that we plan on bringing into our store.

I’m really impressed with many of the ranges that will be featured in this year’s Toymaster catalogue. I’ll be taking advantage of the show deals as well as visiting all the stands, including the smaller companies that often go unnoticed. We plan to explore the products that will be included in the catalogue; there are already a few quirky items that have caught my attention. Several companies are launching anime and kidult product ranges, and this year’s show has given me the opportunity to expand my understanding of these categories which I’m not very familiar with. I've talked to various suppliers and customers, gathered their feedback and found inspiration which has been very valuable.

Licensing is huge and is set to get bigger. Releases such as the Lilo & Stitch live action movie have provided an amazing opportunity to boost sales, Wow! Stuff’s Stitch Puppetronic, distributed by DKB, is really popular, and I’ve also placed an order with Just Play for more Stitch lines. I’m really looking forward to Lego’s release of a set featuring Angel, which follows on from the Stitch line last year; I’ve already made orders for it and look forward to seeing how that will perform. I’ve also liked a few licensed products from other movie releases, such as A Minecraft Movie and the How to Train Your Dragon live action, including Spin Master’s Toothless line. Peppa Pig is also one to look out for, as the birth of baby Evie has brought fantastic new products such as the Interactive Oinks & Snuggles Baby Evie. Bluey and Paw Patrol are still huge, although I have to confess my buying of pre-school items is very much influenced by my one-year-old who adores these licences.

The start of the year has been positive so far. We have been watching our spending closely, as prices are rising, alongside increases in National Insurance. Events like the Toymaster May Show present a valuable opportunity to take advantage of deals and improve profit margins, which we hope will help us navigate the current financial situation more effectively. I’m optimistic about the rest of the year; hopefully the minimum wage increasing will lead to people having more spending money.

We have started planning for Q4; we have already made a Stitch costume order for Halloween. We will run events for Q4, such as bringing Santa in, and we’ve placed Lego orders right up to December, as it is our biggest supplier. Part of our business is a newsagent, we distribute papers to over 1000 houses every day and will start including Christmas catalogues in our newspaper deliveries from October/ November.

indie viewpoint

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Trading cards and trading places

It feels like quite a lot has happened since we wrote our last column, when we were all getting ready for our train trip up to Harrogate for the Toymaster show. It is definitely the more relaxing way for us to travel – with the exception of our colleague Rob, who got on the wrong train and nearly ended up in Bedford. A last-minute first-class upgrade was definitely welcome, the tea and crumpets even more so.

When we got there (including Rob), the Toymaster show was a great success. The weather was good, and most people seemed positive and in the mood for buying. As ever, Yogi and the whole Toymaster team did a fantastic job of organising the event, which we know takes months of planning. It all ran like clockwork, even down to the bacon and egg rolls coming out at midnight each evening. As always, the evening events at the Majestic were very well attended. We were lucky to be invited onto Roger Dyson’s table, where Mark was happy to eat up any leftovers that others couldn’t finish. It was hard not to feel a bit sorry for Paul Reader, though, a big Manchester United fan. After Man U lost the cup final on the second night of the show, he then had to sit through a rendition of “You’ll Never Walk Alone” by the fantastic gospel choir that provided the evening’s entertainment.

With over 100 exhibitors on site, the Toymaster show is a great place to meet existing and new suppliers. We picked up three suppliers we’ve not previously used. There were some good deals out there too: Mattel had some great excess lines and there were some good lines from John Adams also. It also really helped to see new ranges in the flesh, ready for the final quarter.

Moving onto sales, May was a great month for us. A lot of our success was driven by the release of Pokémon Destined Rivals and other Pokémon TCG lines. The brand has moved to another level now and is a fantastic footfall driver and sales booster. We’re now opening our stores early to help manage the demand for major Pokémon launches as we’re regularly getting queues forming on those days. The Lego F1 Mini collectibles have been really strong for us too, while the wider Lego launches for June have been very good. Pocket money continues to fly for us. With the generally nice weather we’ve had, outdoor sales have been strong, with footballs and goals performing very well. With the Womens’ Euro Championships taking place this summer, demand should continue for the next few months. Our Toy Barnhaus satellite is currently showing a sustained hot spell on the horizon, so hopefully by the time you read this we will have sold them all!

Lego obviously dominates for us in Construction, but there are other brands we’re working with. Airfix sells well, and we like the new Mattel Brick Shop Hot Wheels construction range launching later this year. We’ve also started stocking Plus-Plus and will see how that goes. We’ve done well with Blokees’ Transformers range, which we source through Leftfield. This model kit assortment keeps on growing.

With Back to School season approaching, we’ve increased our range of stationery in-store, with Crayola and Galt currently the standout lines. We also offer a range of lunch bags and bottles year-round, but increase the selection for the key period.

Talking Shop

Libby Osborne

Osborne Sports & Toys, Rushden Northamptonshire

The show’s been wonderful – a really lovely atmosphere, as usual. I’ve seen a lot of interesting products that I want to bring into the store; I’ve done a lot of buying so far and don’t know where I’m going to put it all. There’s so much lovely stuff around – I’ve bought way too much.

Toymaster really looks after the independents and it’s lovely being a part of that family. Everybody is happy and smiley, and in this difficult world, it’s a great trade to be in. Some of my suppliers, I only really see at the show, so it’s great to catch up in person. I’ve seen a mixture of new stuff which will be great to refresh our offering, as well as lines that are coming back which is always nice to see.

We’ve started planning for Christmas; we’re already halfway there at this point of the year. You have to start early. In our shop, everything is very traditional, so I haven’t bought many gimmicky things. Board games are always popular at this time of year, especially the ones that have to do with television programmes. We always do well with Pocket Money and stocking fillers. I’ve been pleasantly surprised that with a lot of the bigger lines, manufacturers have kept the price down, which is the sensible thing to do. You have to go with the times.

Jon Callingham

Malletts, Cornwall

It’s been a very busy show. We did make a few appointments, but mainly I just wander around to see who I can find. There are some companies that it’s much easier to see if you’re booked in. Other than that, we’re here to find new suppliers and discover new items that our customers will like.

We see strong sales from both Lego and Cobi and have an extensive construction section in-store which has spilled over into models as well. We stock a wide range of models from companies like Airfix. We have started holding Demo Days again, something we always used to do before Covid which it’s taken us a while to get back to. This works well for products like games and speed building Lego.

We come to the Toymaster show for our Christmas buying and have placed a lot of forward orders. Being a part of a buying group means there’s always people to talk to. At events like this, if you’re unsure of a product, you can discuss it with other members and find out what works for them.

I’m feeling optimistic for 2025. We’ve had a better start to the year than last year, and the good weather definitely helps as we’re based in Cornwall - but not too good, or visitors will spend the whole week on the beach.

Usman Ali Ahmed

Toys4You, Birmingham

The Toymaster May Show 2025 has been really enjoyable so far. It’s provided a very relaxed environment which we prefer to the very busy London Toy Fair, as it allows us to look at product ranges more carefully. Highly anticipated movie releases such as How to Train Your Dragon are expected to generate significant interest in the toy ranges and hopefully boost sales. We’re hoping it will be as popular as A Minecraft Movie which led to an incredible number of sales.

We’ve already placed orders with Lego, which has offered us very good deals; the company’s Minecraft range has caught our eye, along with its Harry Potter sets, which will sit nicely alongside the rest of our expansive Harry Potter offering. 2025 has started strongly for us, and we hope this positive trend continues through the year. We plan to conduct more in-store product demonstrations and engage with our customers through an increased social media presence on TikTok, Instagram and Facebook.

Colin Morris

GW Hurley Toymaster, Burnham-on-Sea

The show has been very interesting and quite promising for the rest of the year.

Sales of our general, everyday lines have been very pleasing this year and much of our new stock has sold well too, so we can’t complain.

As there aren’t a lot of reps out on the road anymore, we like to come to the Toymaster show and see what the offers are. Kayes of Cardiff has some brilliant lines, and seeing Lego has been well worth the trip as well. Tomy is another of our favourite suppliers, and its agents always look out for us. There are so many companies to get around and see while we’re here, but they’re all really helpful.

The best perk of being a member is the information that you get from Toymaster itself. Overall, this is a great show for the toy trade, and we consider ourselves very lucky to have it.

John Bentley

Howleys Toymaster, Weymouth

The show has been fantastic, and it always is, to be honest. It’s always good to see suppliers and it’s great seeing colleagues, networking, catching up and hearing what’s going on in everybody’s shops. Seeing new product always excites you, motivates you and gets you in the Christmas mood. You start thinking about the catalogue and how your shop is going to look in the final quarter. At the same time, we’re seeing some bargains that we can buy now.

I’m still seeing a lot of new slime, a lot of new putty, some retro stuff and some blind bags. In terms of newness, we have been looking at the new Power Rangers from Character Options. This week has given us the chance to see the actual product, packaging and final details, which is important because you don’t always get the full picture at Toy Fair. Seeing the final product inspires you to order and you can find out how the range is being supported with FSDUs, marketing and so on.

We’re feeling confident for the rest of 2025, especially with good weather getting sales off to a great start for spring/summer. We have two stores near the sea and two stores a bit more inland, but all four are performing well.

It’s been well documented in Toy World about Lego and Pokémon selling fantastically – and we are no exception. But there are plenty more lines selling well. Minecraft got us through half term with a big boost; the film was fabulous. I think Lilo & Stitch will do the same.

Characters like SpongeBob and Gremlins are also having a new lease of life – a lot of retro characters and licences are having a regeneration. Ordinarily, I wouldn’t have thought Superman would be a big kids’ film, but there are some child elements, like Krypto the Superdog.

Brendan Will

Will’s Toy Shop, Aberdeen

I’ve enjoyed the show this year. Hachette Boardgames has really stood out; a new supplier for us with lots of new games that you aren’t necessarily going to find in the majors. We’re stocking a lot more games now. Having changed the direction of the business and got rid of the post office, we’re now a pick up and play store with more people coming in and gaming, therefore staying longer. The Hachette team has shown us at least three games already that are nice and easy to demo, and Left-Field Toys’ Clutching At Straws game also impressed us and we think has great potential. We’re going to install a demo station in the shop and get staff to demo games all the time, which I’m sure customers will enjoy. We’re trading up on last year, which I think is the case for most. We're doing a lot more things to bring people into the shop and spend time there.

We do corporate Christmas parties and Santa’s Grotto events, so it’s been interesting walking around the show to see what we can find for that. This will be the fourth year that we’re taking part; the companies involved supply a list of kids and a budget, and there are around 150-170 children each year to choose a present for and wrap up. The Toymaster Show is an ideal opportunity to find things we wouldn’t normally order and get ideas for the festive season.

Special Feature

Another successful May Show

The DoubleTree by Hilton Harrogate Majestic Hotel & Spa hosted another successful Toymaster May Show this year from 20th-22nd May. Toy World reports back on the event, where a buzz was in the air amongst visitors.

The 2025 Toymaster May Show hit the ground running at the Majestic Hotel in Harrogate from 20th-22nd May; the halls were full, visitors were smiling, and a buzz was in the air. This year, over 100 suppliers, including 15 first timers, took over the hotel and marquees, ready for three days of networking, ordering and fun.

From the get-go, suppliers were reporting strong order numbers and interest, while Toymaster members and other specialist independent retailers were excited about starting their planning for Q4. It’s an interesting juxtaposition –starting the groundwork for the Christmas period while having a sweet treat in the sun from the ice cream van that was doing a roaring trade outside the marquees.

The Toymaster team pulled out all the stops this year, creating a comfortable and accessible space for its members and suppliers alike. There was a dedicated New Members area, where those retailers interested in joining Toymaster could have a relaxed chat with Commercial director, Paul Reader, who was happy to answer any questions. There was also a dedicated Toymaster Information Management System (TIMS) training area ,where members could update and sharpen their skills on this service which streamlines members’ accounts and invoicing.

Decorations throughout the show this year provided plenty of photo opportunities for attendees; highly detailed Lego statues of Spider-Man, a race car driver and a fireman were on display at different points in the main lobby of the hotel. There was also Rainbow Designs’ statue of Mr. Tickle, from the nostalgic Mr. Men and Little Miss series, who welcomed visitors at the entrance to the upper marquee alongside a life-size Playmobil firefighter. However, the industry-wide favourite was Craft Buddy’s Crystal Art Buddies large rendition of Paul Reader, dressed as Superman with the Toymaster ‘T’ across his chest.

After a successful first day, it was time for Disco Night, and the crowd did not disappoint, turning up with fun costumes, top-notch dancing and infectious energy. Rubies and Smiffys graciously donated sequined hats which were worn around the room, and there was a delicious threecourse meal over which everyone was chatting about the start to show and swapping stories.

A series of Golden Teddies were presented on behalf of the BTHA to select recipients, with Steve Kerrison of Kerrison Toys and Gary Squires of Kayes of Cardiff taking to the stage to receive their awards. Steve was commended for dedicating his life to supporting retail associations and developing his own successful family business, while Gary was applauded for his expansive career where he has worked in toys for over 59 years across the wholesale sector.

A Toymaster Special Recognition Award was also presented to the Lego Group for its strong support of the indie retail sector and for recognising the independents as a vital part of the overall toy retail eco-system.

The highlight of the night, however, was the act of the evening: Brutus Gold's Love Train. With the likes of Disco Richard leading the conga line and songs like ‘Rock the Boat’ by The Hues Corporation starting a human row boat on the dance floor, it was a performance not to be missed. Toy World even took home the gold and silver in the dance competition, with entrants from Craft Buddy, Reydon Sports and Paper Projects taking part as well.

The second day of the show also got off to a great start. The positive energy didn't dip throughout the day, with lots of meetings taking place around the hotel. Dora the Explorer even paid a visit this year, walking around the show to greet visitors and take pictures.

This year saw an increase in the number of independent non-members visiting, whom everyone welcomed enthusiastically. “We’ve had a record number of independents come to the show,” said Paul Reader. “They felt more comfortable, and we’re now at a stage where they are happy to join us at the show and get the perks. It’s also a great opportunity for us to talk to them about the real benefits of being a part of Toymaster.” Toymaster also continues to strengthen its mutual co-operation with the AIS buying group; not only was Head of Toys & Children’s Gifts Rosie Marshall in attendance, so were leading AIS members such as SMF Toytown, Daniels of Windsor and Morleys. Toymaster members are equally welcome at the AIS Show, which will be held at Cranmore Park in September.

Throughout the day, Toy World spoke to a range of retailers from across the UK and Ireland to discover how the show was treating them, what their outlook was for the rest of 2025 and if they had begun preparing for the Christmas period. 16 indies shared their thoughts, which can be found on page 28.

Wednesday evening was Awards Night, with a series of honours being presented. Philip Kaye received the 25 Years of Membership award for his Toys n Things business, while Amy Saunders, Country manager UK, Just Play, was presented with the Friend of Toymaster Award. Throughout her career, Amy has been an advocate for the indies, and she was commended for recognising the importance of strong relationships with retailers and the Toymaster team. Two more Golden Teddy Awards were presented to Paul

Carpenter of Totally Toys and David Larter of Outsourced Sales Solution (OSS). Paul has worked in the industry for over 30 years, always welcoming his customers and making them feel special. He was described as having the biggest heart and overflowing with kindness. David was congratulated for his tenure in the industry for 25 years, running a sales agency driven by his energy and charisma. He was described by his proposers as being scrupulously honest, with a generous nature and an old school moral compass.

The final award of the evening went to Brainstorm, which won the highly prestigious Toymaster Supplier of the Year. The company was recounted as a key partner with a fantastic team that goes above and beyond to provide excellent service to Toymaster and independent retailers. The Brainstorm family took to the stage to receive their award and seemed overjoyed at the recognition.

Throughout the evening, a talented gospel choir kept the crowd entertained with their incredible vocals. Their emotional rendition of ‘Hallelujah’ even brought tears to the eyes of audience members. The three-course meal was again a success, and the party favours for the evening were adorable Sylvanian Families characters, donated by Epoch Making Toys.

When asked about the Awards Night, Philip Kaye said: “It was a great night. Everything has been so professional. Everybody has commented to me, both staff and guests, on how much they’ve enjoyed the food and the event as a whole. I’ve already been to the Toymaster team and said well done.”

The last day of the show was quieter, with some visitors having already packed up and set off early in the morning. Despite this, it was still a bright and cheery atmosphere, with suppliers using the time to catch up amongst themselves, while remaining retailers were able to round off their visit by finalising festive orders without the crowds of the first two days. On their final laps of the Majestic, team Toy World tracked down a host of suppliers to hear their thoughts on the show, and across the board, this year was deemed a major success.

Rainbow Designs' Business Development manager, Mandy McGough, told us: "We’ve had the best show ever. We smashed last year's figures on the first day and did twice as much on the second day, and we’ve still got more orders coming in. There's about eight new prospects to chase up as well. We did a lot of work before the show to get it all coming together, so it’s been really good to see that pay off – we’re

all really happy."

"I think it’s been a very good show," said Lee Crocker, Country manager, Cobi. "It’s possibly one of the best Toymaster shows I’ve been to the last five or six years. It’s notable that we met a lot more non-Toymaster members, which was great to see and adds even more to the show itself. This will become the second toy show in the calendar after London Toy Fair."

Reydon Sports’ Marketing manager, Andy Griffin, added: “The show has been very successful; it’s our third time showing in Harrogate. New orders have been placed, and we’ve met new customers, which is great. On the stand, we’ve got a nice snapshot of everything we do as a company. We’ve got a fair few catalogue lines for Toymaster this year as well. That’s generated a lot of pre-books and nice orders.

“The Toymaster show gives you encouragement and gives you optimism. So many members make an effort to come which is great. As a supplier, that makes you want to put more time and investment into your stand. Overall, it’s become a very important show for us.”

Paul Reader was overjoyed with the turnout at the show this year. He told Toy World: "We gauge the success of a show on two things: are the suppliers happy and are the members happy? And I’m delighted to say that both have been this year. The atmosphere has been fantastic, there was a real buzz about it, and the weather has been great. It’s been absolutely fabulous; we’re very happy and we’re looking forward to the rest of the year."

Once the show officially closed its doors for 2025 and the visitors had departed, there was no time for the Toymaster team to rest on its laurels, as they met with the Majestic staff to discuss the show’s overall outcome and begin working on 2026. “Every year, our planning starts the day after the show, once the breakdown is done,” explained Paul. “We sit down with the hotel and discuss what went well and what we can improve on. This year was probably the smoothest it has ever gone – we must be doing something right and there is a wonderful team behind the scenes really supporting everything. A lot of work goes into this show. As long as we put it together successfully and everyone comes, we’re happy.”

Dates have already been confirmed for next year’s show. The Toymaster May Show will return to the DoubleTree by Hilton Harrogate Majestic Hotel & Spa from 19th-21st May 2026. We hope to see you there!

Special Feature

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The Dean and I

Publisher John Baulch met with Dean Weller, founder of Generation Media, to talk about his enduring passion for the toy and media industries, and why specialist media companies will always have the edge in the toy market.

Despite the fact that we both started working in the toy industry around the same time (1980/81), I have never conducted a personal interview with Dean Weller… until now. We met at the company’s Bloomsbury office to talk about the ever-evolving media landscape and Generation Media’s role at the very heart of the intersection between the toy and media worlds.

Dean is nothing short of a modern media icon – indeed, he won a ‘media legend’ award earlier this year (which he describes as an “incredibly proud moment, but a bit of a double-edged sword – are they saying I’m on my way out?!”).

With the support of his trusted team, Dean built the largest global independent media operation in the toy sector – a business Dean describes as “the ‘expert’s expert’. We recognize toys as a specialist market – and specialist skills get the specialist results that specialist companies are looking for. For a media company, if you don’t know toys, you won’t do as good a job as someone who does; we drill that into all of our teams from the outset. The market we’re in is individual in scope and scale; you don’t go to a general agency to get the results you want.”

Dean has come a long way since he worked on his firstever toy account – Palitoy - back in the early 1980s, when a young John Harper was Marketing director. As Dean recollects: “I worked on the Star Wars brand, at a time when you couldn’t give them away. You could buy them for £1 in Tesco – they’d be worth thousands of pounds now!”

Dean has spent a grand total of 45 years in toys, has attended 40 London toy fairs, and his enthusiasm for the

toy business is evident: “I have met some amazing people and worked with some fantastic products along the way. I’ve been very lucky; for me, it’s a busman’s holiday. I love toys and I love the toy industry. I am an avid collector of toys and am privileged to have connected my passion for toys with my passion for media.”

The toy market has clearly changed over the past four decades, but arguably the media market has seen even greater change, as Dean explains: “Back in its heyday, TV was everything, especially in the UK & USA. I would guess around 95% of most toy companies’ budgets were spent on TV. I started out as a TV toy expert, planning campaigns that sold A LOT of toys. That’s all changed now. If 10% of the budget is spent on TV, I would be surprised.

“At its peak, advertising on GMTV could reach around 25% of UK kids in one go. That would enable you to establish a brand and get the playground talking the very next day. That’s almost impossible these days; there is no temporal cohesion, kids aren’t seeing ads at the same time.”

Generation Media itself is 18 years old, and Dean is supported by a loyal management team, including Lisa Morgan, Jon Chambers and Lauren Whyman, who have all been with the company for over 15 years, as well as Alex Taylor-Smith (13 years) and Clive Green (8 years). Dean admits: “I couldn’t have done it without the people who have been with me on the journey. It’s amazing that people have stayed with us that long and developed their careers and forged new roles – I had worked at seven companies by the time I was 25 in an attempt to progress my career! I’m grateful to have found people who have enjoyed the ride as much as I have.”

Dean loves an analogy, and when I asked him to describe the continuing evolution of Generation Media, he turns to one of his passions to explain it: “I love spacewe’re on a mission. We’ve already reached the moon, now we’re setting a target for Mars. How do we get there? It’s important to continually invest in great people, keep them engaged, making the journey epic and one they really want to be on. Investing in training and development is money very well spent.”

This investment in people can be seen in Generation Media’s status as an Employee Ownership Trust. Every team member is a shareholder and 51% of the company is owned by the staff. As Dean explains: “We didn’t have to get outside investment, we’re bringing them on a journey through ownership. We win as a team and lose as a team. We’re the only media company in the UK to have this ownership structure. We’ve also been recognised again this year by the IPA as a CPD Gold agency – the highest standard you can get. Everyone is incredibly proud.”

Another facet Dean has been proud of is the way the company has established itself as the specialist media agency for the toy market, and how its in-depth knowledge of media has helped toy companies to expand their own businesses: “We started as experts in the domestic market across England, Wales and Scotland; we soon discovered no one was paying attention to Northern Ireland and the Republic of Ireland, which made up around 8% of the market. We worked hard to convince toy companies it was worth investing in Ireland, and it paid dividends.

“There is no toy focused media company like us anywhere in the world; obviously we’re strong across Europe with a presence in France, Germany, Italy, Spain and Portugal, but we’re now represented in 50 countries across the globe, including the USA and Canada.

“Toys is unlike the majority of other markets, as everything revolves around Christmas. Getting companies to advertise outside the Christmas period can be tricky; we’ve worked hard with our partners to demonstrate the importance of establishing a brand in the consumer’s mind before sales kick in. People are not robots: you don’t see something in an ad and go straight out and buy it the next day. I look at it as building up credit in the Bank of Knowledge.”

One of the key issues that toy and media companies have had to confront in recent years is the inescapable fact that kids are getting out of toys at an increasingly early age. But as Dean points out: “What is a toy? Is Nintendo Switch a toy? Some would say not, and yet…”

Another major issue is media fragmentation, but Dean sees that as much as an opportunity as a challenge: “We’re at the most exciting, but most complex time in the company’s history. That gives us recruitment challenges - we need to find people who are into the granularity of media buying beyond TV, who understand how to get the best out of TikTok, Snapchat, Meta and other social channels.

“And we’re under greater pressure to produce results than ever before,” Dean adds. “It’s essential to tie media activity into sales. That’s why we’ve started working in

partnership with Circana to track what is happening at retail in response to campaigns. It used to be far more straightforward; when I was buying TV, I could measure a four year old’s TV viewing habits without hindrance. You can’t do that with social media.”

This change led Dean to personally invest in a research company – Giraffe Insights. Dean has no doubt that was the right move: “Outside of Generation Media, it was the best thing I ever did. It has allowed us to conduct our own research into kids under 13 and understand their behaviour online. Giraffe operates completely independently; it has its own offices, and it even has clients that Generation Media doesn’t work with.

“Collaborations with research and insights companies like Giraffe Insights and Circana are going to be one of our strongest weapons in key markets. We are fully committed to taking Giraffe internationally to bring research expertise to the global kids’ market.”

Taking the business from a domestic to international operation is by no means a ‘one size fits all’ approach, as Dean points out: “There are some major sociological differences in different territories. For example, the USA is a continent; there are 50 States, some liberal, some conservative. In liberal States, kids tend to be older than their years and are more open to messaging on social media. In conservative States, kids tend to be more under family control, use iPads a lot less and are generally younger than their years. We see that in Germany too; it’s a very conservative market, a boy of 10 is akin to a boy of eight in the UK because of the social structure.”

Retailers have always taken an interest in toy companies’ marketing activity, and Dean believes this is one area which has seen tremendous improvement in recent years: “Modern retailers definitely understand what ad opportunities are around far better than their predecessors. Companies aren’t pressured into doing things that might not be right, as they sometimes used to be. In the old days, toy companies knew that if you didn’t have 400 ratings, you couldn’t get a listing with certain major accounts. Now buyers tend to be younger and are on social media themselves, so they understand the complexity of a modern media plan.”

In addition to its toy business, Generation Media has also made significant inroads into the gaming sector, as Dean outlines: “We’re really motoring in that space. In the same way that we are No. 1 in the toy space, we want to be No. 1 in the gaming space. I’ve always had a passion

for playing video games, in the same way I am passionate about toys. I worked with Electronic Arts when the company was first set up; I met the three founders and was asked to work on the Pinball Construction game. A love of video games runs in the family: my son Greg Weller is now working with us as Partnership Head on the gaming side, he used to be Marketing Lead at Rockstar Games in Australia. All of this has allowed us to get into the market with credibility. We’ve worked on some amazing launches for the likes of Bethesda and Bandai Namco. With gaming, it’s all about the launch – you can’t launch something twice. Generation Media is also the only UK media company that runs a video games conference; Game On was a huge success for us this year, and we’re looking to build on that next year.”

If all this suggests a smooth journey from day one, Dean is honest enough to admit that isn’t the case: “It wasn’t always straightforward. I had a rocky start setting the company up. I was working at Mediacom and left the company when it was downsizing. Having been put on six months’ garden leave, I was worried that I would be forgotten. But after two weeks, the phone started ringing. It was actually Peter Brown who got me out of garden leave; he was setting up K’Nex in the UK, and he asked if I would help him to launch it. That was the stimulus to set up the company. Our first three clients were K’Nex, Leapfrog and Smoby. I would like to give a special shout out to Peter, and of course Simon Hedge: without Peter, I don’t think I would have started this company up. He was an innovator, a structured risk taker, and importantly, he was loyal and had massive integrity.

“It's scary to set your own thing up, but I have a passion for toys – so why not make a career out of them? I’ve seen the company grow from just me to a business with over 60 people – it’s been an incredible journey, and I’ve loved every minute. There have been plenty of highlights along the way; the proudest moment of my professional career was receiving a Lifetime Achievement award from the Toy Trust.”

And what about the future? “Generation Media and Giraffe Insights are going to kick on, the companies will

continue to grow. I am very much still here for the journey, and I’m still hugely excited by what we’re doing. Of course, I will pass the baton on to my team when the time is right, I don’t want to be working full-time in my seventies. I will probably become chairman in the next eighteen months, but I very much want to carry on being part of the toy, gaming and media industries.

“I still have the same passion for toys that I always had. I am a huge games fan too, and have played Magic: The Gathering since it launched nearly 40 years ago. It runs in the family – my youngest son took part in this year’s European Championships for Asmodee’s Star Wars: Unlimited card game.

I couldn’t leave without asking Dean for his thoughts on AI. I am not a fan (putting it politely), but as ever, Dean takes the glass half full perspective. “AI is going to be the biggest thing in media planning and buying – it’s mind-blowing what AI can do. It’s going to have a major impact on agency composition, and on the kind of people and tech you’ll need. As a business owner, I can see cost and efficiency savings, but it will definitely be a challenge to recruit the right experts in this field. I believe that investment in this kind of tech will help us to measure and benchmark ROI in future, which will be hugely beneficial.”

I suggest it’s potentially scary on a number of fronts, but Dean takes a different view: “It’s exciting, not scary. You can’t hold back the future, nor should you want to. And, ultimately, I’ve got to believe that it will free people up to spend more leisure time.”

You can’t help but admire Dean’s passion for his craft, and his enthusiasm for making the most of new technologies to improve the way his businesses run. Many experienced operators in the world of toys pine for simpler times, but Dean seems to thrive on pushing boundaries and exploring new horizons - and you suspect that’s why his businesses remain at the forefront of their fields.

Insight

On the up and up?

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.

According to Circana’s Consumer 360 service, 38% of the UK toy market sales were generated online (including click and collect) in 2019. This peaked above 55% in 2020, at the height of the Covid restrictions when many physical stores were unable to open, and the figure went down when stores reopened. But in the last three years, the share of online sales has steadily increased again to reach 50% of the total toy market sales in the twelve months to April 25, experiencing a +4% value growth versus last year. Across Europe, the UK has the second highest share of online sales after Germany - far above the EU5 average at 41%.

the Food channel, which experienced the deepest decline (-6%) and now accounts for 14% of the market sales, down -1.4pt versus 2023.

Focusing on the Grocers, Building Sets, Plush and Infant/Toddler/Pre-school Toys are the three largest supercategories in this channel, accounting for 40% of the total toy value sold in Grocers in YTD May 2025. Explorative and Other Toys, Plush and Vehicles are the top supercategories over-indexing the most in Grocers versus the total market: they generated 32% of Grocers value sales versus 20% in total toys. Collectibles and Licences

Online/Offline split

The three largest supercategories sold online are Building Sets, Games/Puzzles and Infant/ Toddler/Pre-school Toys, which accounted for more than half of the total online sales in the last 12 months to April 2025. Outdoor & Sports Toys and Youth Electronics also over-indexed online. Offline, Plush is the top-selling supercategory, followed by Infant/ Toddler/Pre-school Toys, and Dolls. Each of these supercategories accounted for around 12-13% of total toy sales and were in decline compared to the previous year to April 25. Arts & Craft and Collectibles purchases tend to be stronger in-store, with Explorative & Other Toys, Vehicles and Action Figures also over-indexing, driven by impulse purchases and lower average selling price.

Games, up +20%, thanks to Pokémon and World Soccer cards. Vehicles' performance can be attributed mostly to Hot Wheels and Own Labels/non-branded in Grocers. Art & Craft’s gain was driven by Own Labels reusable compounds, as well as Sticki Rolls from Character Options, Disney Lilo & Stitch items and Clementoni Idea Pen Creator lines. Those three Art & Craft ranges each have an average selling price between £4.46 and £6.86 in YTD in the Grocery Channel. Youth Electronics growth came from Electronics Pets: Zuru Pets Alive and Robo Alive ranges increased double digits, while Moose’s Little Live property added value too. Those ranges were sold at an average price of below £12 in Grocers.

Looking deeper into the channels, Online Pure Players is the largest channel, followed by Toys Specialists. Those two channels combined generated 59% of the total toy market sales in the last 12 months. Online Pure Players, Multi-Specialists and Others (including Discounters) have been growing and gaining share at the expense of

also over-indexed in Grocers and continue to offer growth potential, driven by strong consumer demand and content.

Five out of 11 supercategories are in growth in the Grocery channel YTD compared to last year: Building Sets, Games & Puzzles, Youth Electronics, Vehicles and Art & Craft, with the the first two categories growing faster in Grocers than in the total market. Building Sets’ performance has been driven by growth from The Lego Group, especially its Botanical and new Formula 1 ranges. Games & Puzzles grew thanks to Strategic Trading Card

The difference in pricing is clear between channels: The average selling price in the total toy market is £10.14 in YTD; in Grocers it is 45% lower, driven by the product mix. 59% of the value sales of the toy market in Grocers came from items sold under £10. It represents 85% of units, so more than 4/5 units sold in Grocers are sold under £10. Sales under £10 have increased faster in the rest of the market than in Grocers, especially through Strategic Trading Cards, Outdoor & Sport Toys and Bubble Toys, Art & Craft and Collectibles. In Grocers, £20-50 price band sales went up, mainly driven by Building Sets and Strategic Trading Card Games.

As the average selling price increase accelerated in May to +10% in total market, the value sales growth started to slow down. Let’s hope that new blockbuster movies and good weather continue to boost the toy market this summer, to carry on the positive trend experienced since the beginning of the year.

Emilie Erktan Senior account manager, Toys UK, Circana

Item Progression:

With the Disney Lilo & Stitch Live Action movie released on 21st May, the property’s sales have soared to become the No. 5 gaining property YTD May. Plush accounts for more than a quarter of the property’s value sales YTD, and increased to a third in May, thanks to lines from Simba, Wow! Stuff and Ty. Lilo & Stitch jumped to the No 2 property in Plush in May, and the Stitch 25 cm Plush from Simba was the item showing the fastest ranking progression month on month in Total Toys.

Top 10 Fastest Growing Subclasses -

Ranked by value gained

Top 10 Fastest Growing Subclasses - UK Toys

Strategic Trading Card Games is the 2nd largest subclass in value sales YTD May 2025 and the top gaining, with sales up +118% versus last year. Pokémon started the year with the launch of the latest Scarlet & Violet series: Prismatic Evolutions, which drove strong growth. Magic the Gathering was up too, while the new One-Piece cards added value.

Standard Building Sets was the second highest gaining subclass, up +11%, driven by new launches such as Fortnite and Formula 1 licensed ranges. Lego Botanical also continues to expand its range and grow its sales and was a sought-after gift for Valentines’ Day and Mothers’ Day.

The sunny weather has boosted sales of Playground Equipment, which increased by +£5.3m versus last year, and also drove sales of Outdoor Toys in Q2 across Trampolines, Playsets and Water/Sand Boxes. Own label/non branded items added the most value in Playground Equipment.

Action Figures Collectibles are back in growth since Q4 last year. Funko is the main driver, while licences supported by movies, such as Minecraft or Lilo & Stitch, are doing well too. New launches, especially MrBeast Lab and Piratix Adventure World were incremental and have entered the top 15 properties in Action Figures Collectibles. We can see growth continuing from small-size collectibles, both in Action Figures and Miscellaneous Toys with growth also coming from Fuggler, Tubzz, Skibidi Toilet, Moriah Elizabeth and Hello Kitty and Friends.

Toys

Chatter Animals

Will it be a cruel summer - or a cool summer? Opinion Rick Derr

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

As the lyrics to Taylor Swift’s Cruel Summer go: "’It's cool’, that's what I tell 'em; No rules in breakable heaven; But ooh, whoa-oh; It's a cruel summer with you”.

We will soon see whether this is true. Summer has begun, with schools now taking a break until September, meaning higher traffic during the week and less on weekends. Play events will be kicked off and sidewalk sales started; the water toys are out in full force and a travel section has been set up in-store. Let’s go!

But wait – there are tariffs, unrest on the streets, wars in other parts of the world, no measurable drop in consumer prices, and consumers are just now feeling the spike in toy prices at the big box retailers. In fact, the US news recently called out Walmart for stocking items that have gone up +20-40% already. I want to be clear; we have not raised prices and are working with our vendor community on ways to mitigate price spikes even later into the year. It’s my belief that we will have a scarcity problem, not a pricing problem.

So, where do we stand as I write this on Friday the 13th (oh my) of June? Dollar sales are up +10% versus our forecast of +5% for the year. Traffic has increased, as well as our average ticket, to $45 vs. last year’s $44/ticket. Most importantly, our Gross Profit is up +15% as there are less promotions and couponing going on. It seems even the ‘big retailers’ are concerned about stock and not willing to move toys at sale prices. We’ll monitor this to see if anything changes as we approach July and the annual Amazon Prime Days (for which no dates have been set yet).

I wish I could tell you just one thing is driving this increase, but I can’t. Some possible explanations are:

• Our speed to market on new collectibles.

• Pokémon scarcity driving consumers our way - we are a sanctioned play store so receive allocations regularly.

• Our value section, which reinforces our fair pricing and may look better in comparison to the online and big box retailers.

• Our social media presence, which we’ve doubled down on, and our increased audiences on social platforms including streaming providers.

Letter from America

• Our curated selection of items, which is a foundation of the magic in our stores for consumers of all ages. We work really hard at this.

I’m also looking ahead. Here are my Top 10 products that will help keep the excitement going in indies (in no particular order):

• Cookie Run Kingdom TPG game (Devsisters)

• Nano-Mals (Hasbro)

• Gui Gui (Moose Toys)

• Labubu (Pop Mart) and other Asian inspired characters (too many to list here)

• Magna Tiles’ fall line-up

• Jelly Bands (WeCool)

• Taba Squishy explosion (various)

• Webkinz relaunch (Ganz)

• DoTeki (Tomy)

• Qubitunes (Qubs Toys)

We only need to hit on two or three of these new items, which all have the potential to continue driving traffic, differentiate us from mass retailers, and keep consumers highly engaged. It’s worthing noting that 7 of these 10 new items have sub-$20 RRPs, a great price point for trying a new toy. Many are gender neutral, with an element of collectability and repeat purchase. I like the line-up.

Let me finish up with two learnings I have gained from almost 30 years in the toy business (and almost 70 years of age). Firstly, I give compliments freely and generously because they are mood enhancers - not only for the recipient, but for me as well. And secondly, I have learned not to be bothered with a wrinkle or stain on my shirt, as personality speaks louder than appearance.

I wish you all a great – and cool – summer.

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The per fect star t to an

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No glue no pain just bui

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Feature Construction Toys Under construction

The Construction supercategory continues to expand year after year as new brands, new suppliers and fresh thinking build upon this evergreen play pattern. Toy World speaks to a selection of key players within the sector to find out how they stay ahead in such a competitive marketplace and how their retail and marketing plans are laying the foundations for success as we head into the second half of 2025.

Construction is undoubtedly one of the strongest categories of the moment, enjoying stellar growth and welcoming a continuous stream of innovative new builds, kits and play sets that cater to more consumers than you could shake a tub of Stickle Bricks at. According to Circana's June data, even removing The Lego Group from the equation still results in growth of +13% for the Building Sets supercategory. So yes, while Lego is by far the biggest player, it's certainly not playing alone.

“At the Lego Group, we prioritise quality and durability, ensuring that our customers can trust our building sets to provide endless fun and creativity,” says Christian Pau, VP and general manager of the Lego Group for UK & Ireland. “We also offer a diverse range of products, from classic building bricks to themed sets like Lego Star Wars and Lego Harry Potter, catering to builders of all ages and interests. Our commitment to innovation shines through in our new sets and interactive experiences, which keep our products fresh and exciting. The creative play and

educational opportunity our products offer also set us apart, encouraging kids to think critically and creatively while developing essential skills.”

When categories are this competitive, robust and evergreen, they tend to benefit from an incredible amount of product development. This year has already seen the introduction of Lego’s Formula 1 range; undisputably one of the most frequently highlighted ranges in our monthly Talking Shop feature, this line-up taps into the growing popularity of motorsports, allowing fans of all ages to build and recreate iconic cars and circuits in the same year Brad Pitt’s highly anticipated new Formula 1 blockbuster (imaginatively named F1) arrives in cinemas.

Sticking with vehicles, Mattel's new Brick Shop brand revealed its debut collection in May: the Hot Wheels Speed Series, Elite Series and Premium Series. Already present in the construction space with its 40-year-old Mega brand, Brick Shop marks a bold expansion aimed squarely at adult builders. According to Mattel's head of Marketing, Kelly Philp, Brick Shop responds to consumer

demands for creativity, authenticity and collectability, introducing real metal parts, customisation options and exclusive die-cast Hot Wheels vehicles to every set. "Brick Shop is construction, but with a twist that reflects the evolving tastes of today's builders," Kelly explains. Her personal favourite of the seven launch sets, the Brick Shop Hot Wheels Premium Series Mercedes-Benz 300 SL is a stunning collector's piece that "truly showcases what Mattel Brick Shop can do," blending luxury, authenticity and display-worthy craftsmanship.

Known for its heavily military- and Eastern Europeaninfluenced construction sets, which it has been producing for over 20 years, Cobi Toys is driving expansion and cementing its presence in the UK marketplace by introducing classic vehicles British consumers know and love. “The [Cobi] team in Poland has been very supportive in putting together a range of products that fit within the UK market, Country manager, Lee Crocker, explains. “One such area is our car range. With the introduction of the VW Golf, VW T2 and the Citroen Type H, we’ve strengthened

Feature Construction Toys

our offering significantly. The Citroën Type H La Petit Boulangerie model is definitely not a UK car, but this retro vehicle has become an icon in the UK as a mobile coffee shop; we see them everywhere.”

Every product mentioned thus far is licensed, which reflects the power of both licensing and kidult spending within this space (and the wider toy market in general). In addition to the above, Ravensburger has introduced the GraviTrax Action Set Death Star to its Gravitrax range, Lego has recently welcomed One Piece sets, Blokees’ model kits are based on brands such as Disney, Pokémon, Transformers, Hello Kitty, Minions and Naruto, and Airfix continues to produce a raft of model kits for fans of everything from iconic historical aircraft to modern day supercars. Bandai’s Nano construction range is leveraging ongoing consumer demand for all things tiny, collectible and Kidult with its new Mininano line-up of blind bag collectible mini builds themed around iconic properties such as Kirby, Sanrio, Miffy, Tamagotchi and Peanuts. However, it's not all about licensing when it comes to kidults. Trending themes matter too: Zuru's Max Premium blind capsules allow builders to create detailed miniatures across five areas: Garden, Flowers, Rose, Retro, and Snacks. Gardening and flowers also feature in Plus-Plus's new Botanica range, which includes Flower Plant Packs with six plant-inspired creations like bonsai, sunflower and cactus. The Botanic colour mix includes vibrant, plantinspired colours such as Sage, Mulberry, Lemongrass, Vanilla, Avocado and Burnt Sienna.

Back to licensing though, as this month Jazwares unveils BLDR, inviting consumers to recreate favourite Squishmallows and Adopt Me! characters in brick form. The BLDR x Squishmallows figures feature a unique squishy belly made with SquishBrik, a neat nod to the tactility that made the brand popular. Jazwares is not alone in adding sensory, tactile elements to its construction ranges. Vivid Goliath’s Jelly Blox MESHaccredited soft, flexible blocks invite squeezing, stretching and tactile discovery, offering a calming experience quite different to that of wood or hard plastic, while Claire Coekin, Commercial director UK & Ireland at Plus-Plus, tells us children and adults love how Plus-Plus feels in the hand; how the pieces move when connected together. She elaborates: “It’s the soothing, tactile nature of the pieces that brings about feel good, free play. A key part of our unique in-store merchandising is touch and feel ‘Try Me’ trays at point of purchase.” Claire's personal favourite for 2025 is the Plus-Plus Activity Pads range: 125-piece themed kits offering creativity, convenience and educational value with excellent portability. "You get 12 different 2D and 3D activity guides covering Transport, Fairytale, Ocean and Space themes," she says.

Commotion's Tickit Gem range uses translucent coloured 'gems' built into each block to inspire colour mixing and collaborative play. "We launched our Gem range last year, which has been a huge hit due to our exclusive designs and open-ended nature," says Andrea Storer, head of Product Research & Development. "We're continuing to build into this area over the coming 12 months with different shapes, sizes and price points."

Tickit's 2025 launches include the Translucent Colour Pyramid Builder and Translucent Colour Module Blocks, both of which can be used with Tickit's signature LED Light Panels. Illuminating the blocks from beneath, they elevate the experience by highlighting colour mixing.

The use of colour and light is a core USP for Australian magnetic construction specialist Connetix. The company’s uniquely bevelled tiles, available in Pastel and Rainbow colourways (as well as the Road packs, which include black tiles), refract light as kids build and create during open-ended play, bringing sensory enrichment

to an experience bolstered by strong magnets that allow creators to push the limits of construction. “The next 12 months will be huge for Connetix, with groundbreaking new product releases and our biggest innovations yet, all set to wow construction play,” Ben Lawless-Jennings, Connetix’s head of Marketing, tells Toy World. “Each of our new ranges and packs will offer the perfect blend of hands-on STEAM and MESH learning and open-ended construction, designed to experience a whole new level of play value and creative freedom. Our high-level of customer loyalty demonstrates a demand to expand on play possibilities and levelup Connetix builds in new and exciting ways. This is at the forefront of every new innovation in our range and is something that we continue to drive with our product development team and diverse brand experience in education, allied health and engineering.”

Magna-Tiles, another leading magnetic construction brand, is introducing new sets tapping into evergreen themes like pets, heroes and ball runs, while partnering with leading retailers, schools, museums and non-profits. Recent collaborations with AdoptAClassroom.org and the Museum of Discovery and Science highlight the brand's commitment to accessible, developmentally rich play.

While Connetix and Magna-Tiles both produce ball run construction sets for younger children, Ravensburger’s Gravitrax Skytrax extension is aimed at kids aged eight and above. SkyTrax introduces new ways to construct tracks, by building up, not out, with new tiles and bridges enabling fans to build intricate designs within a relatively small footprint. The SkyTrax sets can also be combined with other GraviTrax sets, in keeping with the brand’s focus on compatibility. “The ultimate versatility of the system is a highly valued aspect of the brand; fans can explore their track constructions skills however they choose - whether that’s by sticking within the bounds of a single Starter Set or adding to their collection with other sets to continually expand the possibilities,” explains Elaine Connell, Product manager at Ravensburger. “While the system offers the opportunity to construct fantastical, highly complex tracks, it is also highly intuitive, meaning that even the newest GraviTraxer can create something special right out of the box, something we know our consumers appreciate.

She adds: “Compatible with other sets from the brand, SkyTrax offers an additional way to build in the GraviTrax universe: taller, more complex tracks within a smaller footprint. We have introduced new packaging for this series which will have powerful standout on shelf, thanks to its bright green, premium box style. Additionally, we’ve created new POS solutions to showcase the incredible quality, complexity and wow factor of the Gravitrax system. Our on-shelf diorama is a fantastic self-contained display solution that will offer a strong destination for store visitors. We have a suite of digital marketing materials to tell the story online too.”

Bringing something a little different to the “runs” space (and something very different to the company’s portfolio), Playmobil’s new Sky Trails range transforms the play

experience by allowing children and adults alike to design and construct aerial courses throughout their play space. Figures fly along the finished structure – reminiscent of a roller coaster – which can be built up high using an openended system of connectors, rods and rails. Sky Trails has been extensively play-tested and is expected to be in huge demand when it launches in autumn.

Mattel, which prides itself on its retail programmes, is supporting Brick Shop stockists through tailored launch packs, in-store marketing assets and global advertising initiatives that drive awareness and footfall, ensuring strong visibility and sell-through support across all channels. Kelly tells us the second half of 2025 will see a robust 360° marketing campaign for Mattel Brick Shop. “This includes digital content, influencer collaborations, PR activations and dedicated social campaigns aimed at adult fan and collectors,” she adds. “We’re also investing in experiential retail and live demos to let consumers experience the quality and creativity of our sets firsthand.”

Commotion, meanwhile, is placing its marketing focus on highlighting the educational benefits of its construction ranges. Through its photography, videos and product information, the company demonstrates the different ways children can develop core skills via its ranges, something that always appeals to parent and grandparent gifters. “In the latter half of 2025, our marketing strategy will include targeted social media campaigns, influencer partnerships and interactive online content that showcases our brands' unique features,” adds Honor Davidson, Commotion’s head of Marketing. “We will continue to support our resellers who host events and workshops that encourage hands-on play, further engaging consumers and growing awareness of the Tickit brand.”

As for Lego, expect plenty more new sets across Duplo, Ideas, Technic and more. "We've got a great portfolio on the way across a range of themes, all designed to inspire creativity and play among builders of all ages," says Christian Pau, keeping details under wraps for the time being.

Now all you need to do is block out some time and read on to discover the new construction sets building out the category this year.

Company Profile

Building on success

Christian Petersen, director of International Markets, speaks to Toy World’s Caroline Tonks on the brand’s newest launches and growing campaigns, and how it is building its international structure to gain global awareness.

Off the back of the successful launch of its Build On global campaign in 2024, Magna-Tiles is continuing to go from strength to strength in 2025, with its core US business already up almost 40%.

Composed of three pillars –promoting Meaningful Play, connecting with community and building a boundless future – the Build On campaign has been a part of not only raising brand awareness, but also highlighting the new product offerings Magna-Tiles launched last year. Christian Petersen explains: “The toy market is very much skewed, naturally, towards the end of the year – maybe even more so for Magna-Tiles and the offerings in our catalogue. The Build On campaign put us in a place where we now show up at more gifting occasions earlier in the year. This increase in awareness and being more present for gifting occasions, heavily led by our new Travel Set and lower price points, has given us an out of the park start to the year, with an almost 40% increase in our consumer sales so far.”

Magna-Tiles is heavily focused on product innovation, and Christian is confident that the Build On campaign will continue thriving throughout this year as the brand launches more new products. From 2025’s latest releases, he highlights four new ranges – Community Heroes, Rail Racers, Animal Sets and a new Travel Set.

Community Heroes will be police and fire themed, and will see the launch of a police station, fire station, police patrol and fire truck. Rail Racers, which received high praise at New York Toy Fair, is a ball run with child-led, open-ended play at its core. It’s easy to put together with no instructions, so children can build with it any way they want. What sets this new launch apart is that it was created in collaboration with a fan; a father who wanted to make something for his son that he couldn’t find elsewhere in the market.

Magna-Tiles’ new Animal Sets tap into pre-schoolers’ love for animals, while still incorporating the building

experience. These sets will be a part of the brand’s offerings that are at a lower price point and include a hamster ball, doghouse and cat tree. On top of that, Magna-Tiles is adding onto its 2024 and beginning of 2025 success story – the Travel Set. Bigger than the previous iteration, the new Travel Set is going up from 26-pieces to 55-pieces.

Christian is very excited for the year to come and has great expectations for how the new products will be perceived in the market. “I’ve been with the company since September 2023, and the new products and product development that the company has gone through in this relatively short period of time is just fantastic.”

Magna-Tiles has been building and increasing its international structure to gain more global awareness and support its partners. This is a very important part of its current business proposition. Christian explains: “We are a US-based company and that has always been our focus and where the majority of our business has been. But there’s a tremendous potential in the international markets, from Asia, Australia and Europe to Latin America and Africa – basically anywhere that is not North America. I don’t expect us to be everywhere overnight, but we have seen a tremendous increase in the markets that we’re present in.”

Other than the determined growth the company is already showing, another of Christian’s goals this year is to build on the company’s impact internationally, something he believes is well on its way. “We’re opening a structure with resources, including myself, in Denmark, which will be our second international office after Hong Kong for our supply chain and negotiations with factories. We will have commercial resources, and we have the office space ready with the company up and running.” There will also be marketing and operational resources, and Magna-Tiles will use these elements to enter and develop international markets, with all the necessary support in place and ready to go.

“We all have great expectations for our international markets. If we were to look at some of the markets we’re working with, like the UK, Australia, the Nordics, Netherlands, Poland, Turkey and Slovakia, it’s amazing what we’ve done in the last year and a half. It’s going really well, and we will continue to add resources to focus on and support these markets.”

Retailers which work with Magna-Tiles can expect a partnership. “We are always focused on bringing value to the table, for our partners, retailers and consumers, and there are many ways in which you can bring value,” says Christian. “You can be a big brand that increases foot traffic, a brand that offers a high margin or even a brand that offers a high turn on inventory. With a partnership, we will always ensure retailers carry an assortment that will be successful for them and for consumers. It’s really important to mesh those two things.”

The brand will continue with modifications for an even bigger and better Build On campaign for the rest of the year. According to Christian, there are many ways of defining Meaningful Play, but for him, the most important elements are educational and developmental, classic play rather than trends. “Classic play patterns, the way children play, haven’t really changed,” he says. “Meaningful Play is evergreen, educational, developmental play, and importantly, it is open-ended play. When you watch children engaging in open-ended play, there is no limit to the creativity possibilities. You can give them directions of what to start and which way they should go, but in my opinion, that already limits creativity a bit. It’s important to inspire but not tell children exactly what to build. Let them find it in themselves.”

The Construction category is a saturated marketplace, but Christian believes that specific elements of the MagnaTiles brand put it ahead of its competition, starting with the quality of its products. The tiles have lattice insides as well as rivets that make them very difficult to break or come apart. Christian explains: “It doesn’t matter what brand or what type of toy you produce, there are always going to be cheap alternatives that look a lot like the products you’re making, but some are not necessarily the quality that the original toy companies would make. In the Construction category, with magnets, is not an area in which you want to cut corners. Christian concludes: “Play value is everything. Children won’t touch it otherwise – and they shouldn’t. With lower price points more popular in the market for first time buyers, it is a fantastic opportunity for us to introduce these Meaningful Play experiences to children. Children need these experiences. They need to be inspired. They need to develop. And I think they’re going to love what we have to offer.”

GET READY TO BUILD, PLAY, AND EXPLORE WITH BLDR! GET READY TO BUILD, PLAY, AND EXPLORE WITH BLDR!

Construction Toys

Hornby (Airfix)

01843 233 500 | www.uk.airfix.com sales@hornby.com

For generations, Airfix has inspired hands-on creativity and sparked imaginations through the rewarding experience of model making. Today, its Quickbuild and Starter Set ranges continue that legacy, offering accessible, rewarding entry points for those discovering construction-based play.

Quickbuild is Airfix’s snap-together model range, featuring clever design and satisfying assembly. With subjects ranging from iconic aircraft to supercars and licensed designs from McLaren, Bugatti and the Red Arrows, these brick-based kits are ideal for those looking for a fun and approachable build. Suitable for builders aged six and over, Quickbuild models combine construction play with strong display appeal. The range includes the McLaren P1, Red Arrows Hawk and Bugatti Chiron.

Airfix Starter Sets offer a distinct introduction to traditional plastic modelling. Each set includes glue, paint and a brush – everything needed in one box – and features simplified assembly with fewer parts than standard kits. With subjects that appeal across generations, Starter Sets offer a satisfying and creative activity for beginners and returning hobbyists alike. The range includes the Supermarine Spitfire MkIa, North American P-51D Mustang and Sherman Firefly.

In an age where screen time dominates, Quickbuild and Starter Sets offer a different kind of experience: one that encourages focus, patience, and a sense of achievement. For those seeking meaningful, skill-building activities, Airfix construction kits deliver, combining creativity, nostalgia and the joy of making something from scratch.

The Lego Group

01753 495 000 | www.lego.com

Part of the Lego City range and perfect for builders aged eight and up, the Yellow Construction Excavator is ready to tackle tough terrain with its ground-gripping tracks and cab that can rotate a full 360 degrees. With three construction worker figures included, the storytelling possibilities are endless. Mini accessories such as an architectural blueprint, jackhammer and walkie-talkie enhance the play experience even further, while finished builds can be shared in the 3D Lego Builder app.

Suitable for the youngest Lego fans, the Construction Trucks and Wrecking Ball Crane set is designed for kids aged four and up. This set introduces little ones to the hands-on excitement of a demolition site, all while developing their fine motor skills through imaginative play. Kids can swing the wrecking ball to knock down brick houses, transport the crane on a wheeled truck and operate a fully functional dump truck, making this set a great way to explore the world of machines and vehicles.

Ideal for budding engineers, the Volvo FMX Truck & EC230 Electric Excavator set is from the Lego Technic range. Suitable for ages 10 and up, this highly detailed heavy-duty construction vehicle is packed with impressive, realistic functions and features. Aspiring builders can immerse themselves in the role of a real-life construction worker, using the scoop and chains to lift and lower the charging station, flatbed trailer and the 6-cylinder moving piston engine.

The upcoming Volvo EC500 Hybrid Excavator is another new addition to the Lego Technic range. Designed specifically for adults, this multifunctional set offers a mindful building experience, featuring motorised functions that bring the excavator’s boom, arm, Lego hammer and shovel tools to life. This set is ready for preorder and launching on August 1st.

Also available from 1st August, ahead of Gabby’s Dollhouse: The Movie - which debuts in cinemas worldwide on 26th September - Lego Gabby’s Dollhouse Mermaid Gabby’s Aquarium Adventure offers imaginative play together with Gabby in her mermaid outfit, MerCat and multi-coloured Jellyfish. The 103-piece set is filled with vibrant features, including sea creatures and aquarium animals, allowing children to recreate stories and role-play adventures of their own inspired by Gabby’s Dollhouse: The Movie.

Lego Gabby’s Dollhouse Sweet Treat Mountain & Kitty Garden is a 263-piece set featuring locations from the movie and characters from the series, such as Gabby, Pandy Paws, Chumsley, Cakey, Eraser Cat, Cookie Bobby and Kitty Fairy. The set invites builders into a sugary, sparkly world with a candy-coloured Sweet Treat Mountain filled with doughnut floats, cake-tops peaks and big ice cream cones.

Construction Toys

Connetix

Glenn (global head of Sales): 07718 091 489 | Steve (sales manager Europe & UK): 07803 877 158 | wholesale@connetixtiles.com | www.connetixtiles.com

Connetix magnetic tiles offer the perfect blend of STEAM learning, hands-on play and openended construction. Providing exceptional educational value and creative freedom, these highquality packs from award-winning Australian brand Connetix have rapidly become a consumer favourite, helping drive significant growth for the company.

The high-quality, STEAM and MESH accredited magnetic tiles are designed to spark children’s imaginations and nurture their development. The exclusive bevel design and signature strong magnets deliver brilliant clear refractions, allowing children to build bigger and better as they push the boundaries of construction play. Plus, as all Connetix packs are compatible, it’s easy for kids to level-up their builds by adding new elements to playtime, extending the longevity of the tiles. Known for its innovation and quality, the Connetix product development team’s background in engineering and education helps shape every product in the range, earning brand loyalty from families, educators and health professionals.

Product highlights include the Connetix 92 Piece Rainbow Ball Run Pack, a best-seller that consistently ranks in the brand’s top five. Featuring clear fluted tubes, rainbow connector square tiles, wooden balls, collector bowls and signature pieces such as special effect stair soundscapes, slides, split tubes and S-bends, this pack delivers a fusion of construction and STEAM learning. Its vibrant colours, unique X and Y racing pieces and gravity-powered twists and turns let children see and hear the wooden balls zoom, race and rattle down ramps, bends and staircases. Perfect for builders aged three and over, the Rainbow Ball Run Pack (like all Connetix packs) grows with children as their play style and learning develops, offering great repeat-play opportunities and long-term value. Also available is a 106 Piece Pastel Ball Run Pack.

Another best-seller is the Connetix 102 Piece Rainbow Creative Pack. Including foundational shapes – different squares and triangles - plus fences, windows and doorframes, all in rainbow colours, this pack supports the building of everything from castles and rockets to architectural towers. Also available is a 120 Piece Pastel Creative Pack.

The Connetix Roads Range, launched last year, adds a dynamic new dimension to construction play. Designed with sleek black tiles and the purposeful exclusion of lines, these packs encourage creations that go way beyond just roads: think racetracks, bridges, skateparks and cityscapes. The range includes the 48 Piece Roads Creative Pack and the 16 Piece Roads, Ramps & Intersections Pack, the latter of which expands the scope of construction play.

A great entry point into the range, the Connetix 32 Piece Pastel Mini Pack includes squares and triangle shapes in eight earthy pastel colours and is ideal for exploring colours, shapes and patterns while creating boats, animals and houses.

With its continuously expanding and fully compatible product range, and an exciting new launch set to wow magnetic construction play fans coming soon, Connetix offers retailers a compelling proposition. The brand provides tailored support including innovative marketing materials, access to an engaged community of brand fans via social platforms and collaborative opportunities such as in-store play experience zones to boost shopper engagement and drive product purchase.

Zuru

www.zurutoys.com | sales@zuru.com

With innovation, creativity, value for money and collectability at the heart of its development principles, Zuru’s Max Premium Capsules bring an accessible range of affordable, buildable sets to the Construction Toys category.

Offering superior build experiences to older children aged eight and over, plus teens, kidults and collectors, Max Premium is a range of collectible capsules comprising themed miniature building bricks. Each capsule opens to reveal top-quality bricks to build and collect, and can include up to 233 miniature pieces. Perfect for play, display and mindfulness activities, the range launched earlier this year across five collectible lines: Garden, Flowers, Rose, Retro, and Snacks.

The Max Premium brand taps into current lifestyle trends to deliver a pioneering range with a strong play-to-price ratio. Each of the capsules is available at a sub£10 price point and introduces popular and appealing themes, while also unveiling creations that are new to the Construction space. The Snacks collection, for example, features a 170-piece hot-dog and a 189-piece doughnut, alongside Pizza, Hamburger, Sushi and Ice-Cream builds. Expanding on the food theme, the Sushi Bar Collection is the latest set to join the Constructible Collectibles line. Blending culinary art with creative fun, each capsule contains up to 187 bricks for constructing intricate pieces, including Miso Soup, Tempura Prawns, California Rolls and Sushi. Perfect for collectors, these buildable models bring a contemporary to the essence of traditional Japanese cuisine.

Kids can stage their own adventures again and again! Blocks easily connect to build worlds — and skills. *Source:

Build in any direction

Multiple materials for sensory play

Easy for little hands to grasp

Construction Toys

Playmobil

01268 548 111 | www.playmobil.co.uk

Playmobil aims to revolutionise the world of action and construction play with the launch of Sky Trails, a new play system that offers limitless creativity and adventure. This innovative concept marks a significant expansion for Playmobil, introducing an entirely new way to play that combines action, construction and imagination in a unique and engaging way.

Sky Trails transforms the play experience by allowing children and adults alike to design and construct aerial courses throughout their play space. The adventure begins once the courses are built. Figures are sent soaring through the air, creating dynamic and immersive storytelling opportunities that keep the excitement alive long after construction is complete.

The development of Sky Trails has been driven by a comprehensive, customer-focused strategy. Playmobil conducted extensive qualitative and quantitative market research, engaging with thousands of children and parents to refine the product concept. The results were overwhelmingly positive. Extensive product testing in key markets, including Germany, France and the USA, revealed that Sky Trails is one of the most successful pretest products Playmobil has ever introduced. 85% of children and parents also expressed enthusiasm for the play system, with many children eager to keep it right away.

Sky Trails will officially hit the market in autumn. This bold new venture by Playmobil represents a significant leap forward for the company, offering an innovative play experience that fosters creativity, action and engagement. As Sky Trails prepares for its highly anticipated debut, Playmobil is once again demonstrating its commitment to pioneering play experiences that captivate and inspire generations of children worldwide.

Plus-Plus UK & Ireland

0333 050 0144 | info.uk@plus-plus.com | www.plus-plus.com

Positive feedback from trade fairs has seen Plus-Plus surge listings increase within traditional retail and gift channels, whilst opening new distribution avenues in the travel and leisure markets. Plus-Plus also continues to receive recognition by consumers and retailers following its TOTY Award for Hexel.

The large range of 100- and 240-piece tubes is available in several new colour mixes and instructed builds. Six of the most popular animal tubes – Lion, Gorilla, Manta Ray, Sea Turtle, Elephant and Dolphin – have benefitted from more child friendly, fun colour refreshes, replacing the traditional life-like tones; these have been well received by retailers.

The 240-piece Botanica tube offers shrub and flower inspiration. There are six Plant Packs also available within the Botanica range. These popular single builds let consumers create a selection of succulents and shrubs, whilst the Flower Shop, containing 600 pieces and step-by-step instructions on building a flower stall and accessories, has proved popular with children and adults alike. The Northern Lights 240-piece tube, filled with mesmerising colours and glowing pieces for open-ended play, launched in June.

The Plus-Plus spinner unit holds a comprehensive 210 item mix of 100-piece, 240-piece and 15-piece Big tubes, carefully curated to ensure retailers enjoy the best sell-through possible. The spinner also comes complete with a “try me” tray containing 1,800 loose pieces so potential purchasers can try the product in-store.

Plus-Plus Activity Pads have got off to an impressive start and are now available on cruise ships and in service stations across the UK. These pads contain 125 pieces, kept safely in a secure box, plus six pages of activities featuring 12 2D and 3D builds. Two items can be constructed at once. The pads are perfect for on-the-go entertainment and are available in four themes: Space, Ocean, Fairytale and Transport.

Plus-Plus added two new play sets to the Big range this spring. The popular Farm and Food themes help kids to develop their imaginative role-play skills. The Farm Activity Set contains a selection of pieces kids can use to create simplistic animals and vegetables, while with the Food Activity Set, they can create treats such as sushi and burgers. Simple stacking, sorting and matching games can also be played with these fun sets; each one contains a guidebook for inspiration.

Following on from the success of Colorverse in 2024, the Big Colorverse set will be available from July. This mega set for younger kids includes 60 colourful pieces in a spectrum of bright tones along with a baseplate for open ended, exploratory fun. The Big chunky pieces are tactile to hold, appealing to the eye and offer a great entry into the world of construction.

The Inspired series welcomes artist Edward Munch’s The Scream. Builders can be inspired by the colours to recreate Munch’s iconic scream face or create their own works of art using the subtle colour palette featured in his famous painting. This, and the other six Inspired tubes, come in an attractive gift box and include an educational flyer outlining the history of each artist’s work and life.

Construction Toys Commotion

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

The primary goal of Commotion’s in-house product development programme is to produce a variety of toys at exceptional price points that deliver real educational benefits to children. The company offers a comprehensive range of open-ended toys within its construction category. Newly arrived at Commotion’s UK and EU warehouses are the captivating Tickit Wooden Kaleidoscope Blocks. Forming part of the company’s popular Gems range, the blocks are made from smooth FSC-certified beechwood with faceted centres in 10 colours and come in a set of 20. Kaleidoscope Blocks are ideal as a stand-alone construction toy but are also compatible with the Tickit Wooden Building Gem Blocks range. Available in sets of 39 or 82 blocks, each set of Wooden Building Gem Blocks comes with a sturdy wooden storage tray.

Signature Tickit lines include the Rainbow Blocks, Sensory Blocks and Mirror Blocks. Each comprises smooth beechwood geometric shapes containing safe acrylic centre panels of different colours or sensory contents, making them an ideal early building option for kids aged 12+ months. Wooden Architect is another best-selling Tickit range. These neatly nesting sets are available in Natural or Rainbow colours. Options include Squares, Arches, Rectangles, Triangles and Houses (Rainbow only) and make an ideal starter set gift that can be enhanced with additional sets over time.

The Translucent Colour Pyramid Builder is new to the Tickit range this year. Its square layers are designed for endless creative stacking and building possibilities. The set includes 30 pieces with activity guide.

No construction range would be complete without plastic interlocking building bricks. Tickit’s chunky Translucent Colour Module Blocks (available in a tub of 90 bricks) are a novel take on the classic design; different colours can be placed on top of each other, creating a colour mixing effect. The Tickit Translucent Colour range is even more striking when combined with on one of Tickit’s signature LED Light Panels.

Commotion has been distributing educational toys around the world for over 40 years. Its team offers a strong and supportive partnership to its resellers, which benefit from personalised service, expert guidance from dedicated account managers, and access to a wide range of marketing materials including high-quality images, videos and product copy to support sales.

Cobi’s latest build is the iconic Citroën Type H. This vehicle first appeared on the streets of Paris in 1947, where it quickly gained popularity thanks to its simple but strong construction, which made it both functional and very durable. Its characteristic body, made of corrugated sheet metal, was inspired by the Ju 52 aircraft, which gave it a unique look and character. The Citroën Type H had a huge number of applications: it was used as a delivery vehicle, bus, camper, fire engine, refrigerated truck, postal vehicle, hearse, ambulance and even a laboratory on wheels. Thanks to its versatility, it gained huge popularity; this classic vehicle is a true legend and enjoys enormous popularity even today.

Cobi’s Citroën Type H (1947-1981) La Petite Boulangerie set invites fans to step back in time to 1940s Paris. Alongside the vehicle itself, constructors can also create a diorama of a charming French house and bakery, bringing to mind the car in its heyday by placing it in its stereotypical French setting. The set comprises 397 pieces including a figure, cat, bicycle and more, plus the Type H in 1:35 scale.

Cobi is also inviting builders to discover the classic Volkswagen T2 Range. The legendary Volkswagen T2b has become an icon of motoring and a symbol of wild journeys, adventures and freedom of spirit, appearing in countless films, music videos and commercials. Today, it is one of the most recognisable vehicles on the road and its classic design still attracts collectors and motoring enthusiasts. The T2 model, known as the "Bay Window" (produced in the mid-1960s and 1970s), was a continuation of the success of the T1 and was distinguished by its modern look and characteristic, rounded windshield.

Cobi has developed several versions of the T2 suitable for fans of this remarkable automobile. The full range comprises the: T2A Transporter Executive Edition (1:12

Bus (1:12 scale, 2,300 pieces), T2a Camper Van (1:35

287

T2a Kombi

For more information, contact Lee Crocker, Country manager, on the details above.

scale, 2,650 pieces); T2A

scale,

pieces);

(1:35 scale, 302 pieces); T2b Camping Wagon (1:35 scale, 300 pieces); and T3b Bus (1:35 scale, 154 pieces).

UNLOCKING

INTRODUCE NEW ACTION WITH STACKING TOWERS

Construction Toys

Mattel

01628 500 000 | www.mattel.com

Mattel has new entries in the construction category for 2025. From pre-school play to cinematic collectibles and iconic automotive builds, the latest launches deliver a powerful mix of storytelling, hands-on creativity and display-worthy design for fans of all ages.

This year sees the debut of Mattel Brick Shop, an all-new brand delivering brickbuilding experiences infused with collector-grade design, interactive play and fan-favourite franchises. Leading the Brick Shop line-up is the adrenaline-fueled Hot Wheels building series. Merging die-cast heritage with brick-building brilliance, this launch introduces three tiers - Speed, Elite, and Premium - each of which offers authentic Hot Wheels style, rich detail and high playability for builders and collectors alike.

The Premium Series debuts with the Mercedes-Benz 300 SL, a 1:12 scale masterpiece complete with opening gullwing doors, metal detailing and dynamic posing, ideal for display. The Elite Series brings legends like the Corvette Grand Sport and ’90 Acura NSX to life, featuring custom parts, real car decals and unique builder features, while the Speed Series offers smaller-scale builds with big shelf presence, such as the Cadillac Project GTP Hypercar and Custom ’68 Camaro.

Each set includes an exclusive 1:64 scale Hot Wheels die-cast car to match the brick build, making them the ultimate collector combo.

The drama of Squid Game takes shape in a bold new way with the Mega Squid Game Staircase Building Set, a 1,707-piece display set that brings the haunting, pastel-toned staircases of the hit Netflix series to life. Builders can animate the staircase with a working crank that moves masked workers in a surreal loop, while the ominous Front Man watches from above. This adult-targeted collectible captures the visual storytelling of Squid Game and transforms it into an unforgettable centrepiece.

For little hands just beginning their building journey, Mega Bloks launches the engaging new Block Scooping Wagon. This bright red pull-along wagon scoops up blocks as it rolls, blending movement with creative play. With its 20 colourful blocks and a buildable handle surface, toddlers can explore stacking, dumping and rebuilding, making this a hands-on way to support motor skills, creativity and confidence. The Block Scooping Wagon is also fully compatible with other Mega Bloks sets, helping to expand the fun for even the youngest of builders.

Jazwares

020 3598 5119 | www.jazwares.com

Jazwares is building something new this summer with BLDR, a new construction toy brand designed to bring world-class entertainment properties to the construction aisle. Launching in the UK from this month, BLDR offers kids and collectors a fun, creative way to imagine, build and play within an ever-expanding modular system.

Created to combine creativity with collectability, BLDR features buildable figures and immersive play sets inspired by some of the biggest names in toys and entertainment. The line is fully compatible with other leading brick systems, offering endless opportunities for expansion.

Initial sets are inspired by global favourites Squishmallows and Adopt Me!, appealing to both younger fans and collectors. With affordable price points across mini buildable figures, collectible sets and larger-scale builds, the range spans 28 to 400+ pieces, offering something for every kind of builder.

BLDR x Squishmallows Figure Packs include 28 pieces kids can use to build instantly recognisable 2” versions of fan-favourite Squishmallows. Each figure features a unique squishy belly made with SquishBrik – a custom brick material developed in partnership with Original Squishmallows. Compatible with BLDR play sets and other major systems, these buildable besties bring a new layer of creativity to the squad.

Fans of the hit online game Adopt Me! can bring the digital world to life through detailed play sets featuring articulated pets, strollers, furniture and themed locations. These sets let gamers recreate favourite stories or invent entirely new adventures through hands-on play.

In early 2026, BLDR will level up for anime fans with the launch of fully articulated 9” buildable figures based on Chainsaw Man and Jujutsu Kaisen. These 300-piece collector sets combine stylised design with rich detail and poseability, offering anime connoisseurs a new way to connect with beloved characters.

The UK launch of BLDR will be supported by major digital marketing, consumer PR and influencer campaigns running throughout Q3 and Q, building awareness and community among fans both young and old.

Construction Toys

Addo Play

hello@addoplay.com | www.meccano.com

Addo Play is proud to reintroduce Meccano, one of the oldest construction systems in the world, to a new generation of builders and innovators. With a rich heritage dating back to 1898, Meccano has long inspired creativity, problem-solving and real-world engineering skills through hands-on play.

Now, under a new multi-year global licensing agreement with Spin Master, Addo Play is revitalising this iconic brand with a fresh line-up of products and a global, bold retail expansion targeting key international markets, including France, through a collaboration with Bandai, as well as the United States, Canada, Australia and additional emerging markets.

Meccano stands apart from traditional construction toys by offering an authentic mechanical building experience. With high-quality metal and plastic parts, real tools and durable components, Meccano provides a tactile, educational and deeply satisfying journey. More than just a toy, Meccano is a system built for learning, creativity and legacy, appealing to both curious young builders and nostalgic adults alike.

New for 2025, and designed for ages five and up, the Meccano Junior 150-Piece Bucket is the perfect entry point into the world of model building. With over 150 chunky, easyto-handle plastic parts, this set encourages children to build, disassemble and rebuild endlessly. It includes two tools and an instruction manual featuring three guided builds – a car, robot and spaceship – with additional inspiration for a forklift and dragon. All parts are stored in a sturdy plastic bucket for easy clean-up and storage. This STEAM-focused set supports early learning in science, technology, engineering, arts and maths, all while promoting fine motor skills. It’s a fun, educational toy that sparks curiosity and creativity in young minds.

For builders aged 10 and up, the Meccano 2-in-1 Race Car offers a more advanced challenge. This 350+-piece set includes real metal parts, two tools and a 6-volt motor (4x AAA batteries required, not included), enabling the creation of two ultra-stylish motorised vehicles. With articulating doors, a multi-speed motor and LED piping for working headlights and taillights, this set delivers a realistic supercar experience. Builders can display their creations, use them in imaginative play, or disassemble and rebuild them using the included instructions. It’s a rewarding, skill-building experience for young engineers.

Addo Play’s relaunch of Meccano is backed by a robust marketing campaign including a 15-second TV advert spotlighting the 2-in-1 Race Car to Hyper Car transformation, a refreshed Meccano website, a strong suite of digital assets and a dynamic social media and influencer programme. With a vision to honour Meccano’s legacy while modernising its appeal, Addo Play’s goal is to create a stronger, more dynamic construction category offering families a truly unique building experience.

Magna-Tiles

www.magnatiles.com

international@magnatiles.com

Magna-Tiles has been trusted by parents, teachers and caregivers for over 25 years. As a pioneer in the magnetic construction toy space, the brand has set the standard for safety, durability and open-ended play. Known for delivering highquality, hands-on learning experiences, MagnaTiles continues to be a favorite across homes, classrooms, and retail shelves.

At the heart of Magna-Tiles are four foundational pillars that guide every product the company creates: Fun & Engaging – inspiring imaginative, screen-free play that keeps kids building for hours; Experience-Based – promoting hands-on discovery and tactile learning through every build; Child-Led – encouraging independent thinking, creativity, and problem-solving; and Developmental – rooted in STEAM learning and aligned with key childhood milestones.

This year’s product line introduces fresh ways for kids to explore storytelling, motion, and animal themes, all through magnetic construction. The

Magna-Tiles Hero World Sets introduce kids to real-world heroes through imaginative play in settings and situations including fire stations, police patrols, and more. Created by a Magna-Tiles parent, Rail Racers’ dynamic ball-run system adds movement and excitement to every build, while the company’s new range of Travel Sets are both compact and portable, making them ideal for magnetic construction creativity on the go. Pre-school appropriate animal-themed sets, such as the Pet Playhouse and Hamster Ball, support emotional and spatial development through storytelling play.

Magna-Tiles has built lasting trust with families and educators through products that balance creative freedom with developmental benefits. Over the past three years, the brand has seen growing consumer demand driven by meaningful innovation and a deep commitment to purposeful play. Magna-Tiles is also expanding its international presence with a refreshed global identity and a dedicated team in Denmark ready to support global customers. Through a recent licensing partnership, the brand is moving into new categories such as apparel, publishing, and home décor, bringing the Magna-Tiles experience outside the playroom.

Construction Toys

Ravensburger

01869 363 830 | www.ravensburger.com

The award-winning GraviTrax marble run system from Ravensburger expands again this year with new SkyTrax sets. The additions offer further opportunities for kids to design and build thrilling marble runs thanks to new stacking towers, floating bridge canyons and high-speed slides.

The innovative component introductions enable the construction of complex, towering structures packed with action, all within a small, convenient footprint. Among the key sets in the new series is the SkyTrax Action Set: Medium, which includes over 120 components enabling players to start building straight out of the box. The set includes the Scoop and Hammer Action Elements to add showstopping tricks to builds. The SkyTrax Base Extension Set includes 85 components to expand track creations.

The new items are fully compatible with other GraviTrax sets, offering builders endless possibilities for creating unique marble run tracks. The GraviTrax system has grown to include the Base and Pro series, as well as last year’s licensed introduction, the Action Set Death Star, which scooped a win in the inaugural Kidults Awards. GraviTrax fans can also get hands-on with the system in the GraviTrax: The Game collection. Ravensburger will support the GraviTrax brand throughout the second half with a heavyweight marketing programme.

Bandai UK

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

Nanoblock is the original microsized building block brand, offering highly detailed builds with pieces as small as 4mm. With themes ranging from real-life landmarks and animals to licensed favourites such as Kirby, Sanrio, Demon Slayer and Tamagotchi, each set delivers a rewarding, compact construction experience. The Mini Collection range features sets with over 100 pieces per build, combining creativity and collectability in a space-saving format perfect for desks or shelves. The Mininano range adds a surprise element, with blind bag collectible mini builds themed around iconic properties such as Kirby, Sanrio, Miffy, Tamagotchi and Peanuts.

Bandai’s range of Gunpla plastic model kits from the iconic Gundam franchise continues to build momentum in the UK. These highly detailed snap-fit kits are colour injection molded, meaning no glue or paints are necessary for consumers to build their own highly detailed mecha. With multiple difficulty levels, there is something for hobbyists of all abilities. The line-up includes SD, stylised, chibi-style designs; Entrygrade, the perfect starting point for beginners with no tools required; HG (High Grade), accessible kits with impressive articulation; RG (Real Grade), compact builds with advanced detailing; MG (Master Grade), intricate kits with inner frames and Perfect Grade, the ultimate challenge for expert builders featuring premium engineering and lighting options.

Bandai also offers a range of licensed model kits, allowing fans to build models of their favourite characters. Just like the flagship hobby range Gunpla, all kits are snap-fit and injection molded, meaning there’s no need for glue or paint. The range includes a host of anime franchises, such as One Piece, Dragon Ball and Digimon, alongside other fan favourites such as Kirby, Hello Kitty and more.

Plannosaurus, Bandai’s constructible dinosaur kits, are based on actual scientific research. Each kit allows kids to build a specific dinosaur from the skeleton up and encourages them to learn about the anatomy of each species while assembling the model. Suitable for ages eight and over and all model-making skill levels, a new Jurassic World Rebirth line has recently been unveiled. This invites fans of the franchise to bring their favourite dinosaurs to life, as seen in the movie. University Games

020 7254 0100 | www.university-games.co.uk

The new National Geographic How Things Work 3D puzzle range allows young builders to create an assortment of STEAM toys. The series includes a Blast Off Rocket, Racing Car, Parachute Launcher, Aeroplane Launcher and Hydraulic Lift, as well as a Vacuum Cleaner, Monocular, Periscope and Kaleidoscope. Combining hands-on building with engineering concepts and interactive play, these educational toys come complete with an instruction booklet and engaging content that helps children understand the scientific principals of flight, motion and force behind the build.

The Learning Journey Techno Gears construction kits encourage children to build their own toys whilst offering an early introduction to mechanical skills, science and engineering. The Techno Gears Dizzy Droid, Dino Bot and Crazy Train kits include 50+ construction pieces and a motor, resulting in a colourful droid, bot or train that actually moves.

The Learning Journey Techno Tiles construction range encourages children to turn basic shapes into masterpieces. Each set helps youngsters learn about basic geometry, construction, engineering and architecture whilst encouraging creative building skills. The range includes the colourful Techno Tiles Unicorn and Off Road Racer sets, both of which make a great birthday gift.

University Games’ range of Licensed 3D Football Stadiums includes the home grounds of Manchester City, Newcastle United, Tottenham Hotspur, West Ham United, Liverpool and Arsenal, as well as the renowned Wembley Stadium. The kits feature pieces that slot together, requiring inventiveness and skill to create detailed models without the need for scissors, tools or glue.

Feature Tech Toys, Gadgets & Accessories

Tech ‘n toys

seriously

With the world around us ever evolving, it’s little wonder the kids’ toys, games and educational products sector is increasingly influenced by technology. But with some parents still concerned about kids’ screen time, and pricing a key focus for consumers, does the tech category still have work to do? Toy World finds out, with help from some of the sector’s biggest - and cleverest – manufacturers.

In years gone by, differentiating between a tech and traditional toy often boiled down – rather simplistically - to whether or not the product had a screen. These days, the lines are far more blurred: computer chips, sensors, artificial intelligence, augmented reality, activity trackers (such as pedometers), app-enabled play and more have widened the parameters of the category substantially and with it, the variety of kids’ products with a significant element of technology built in. Whether you’re a staunch traditionalist or a fan of all things cutting-edge will shape your view of the sector, but we live in an age of self-driving cars, delivery robots and AI programmes that make Teddy from 2001’s Artificial Intelligence seem less fancifully futuristic, and more a toy of tomorrow. It’s not surprising tech is making its mark on the next generation.

For example, an Ofcom study from 2024 revealed that a quarter of UK kids aged 5-7 - already native tech users - have their own smartphones. Parents understandably want to communicate with their children and track their whereabouts to keep them safe, but this potentially grants kids access to unsafe materials online, somewhat undermining their intended use. The Kidiz Watch, from Kidi Communication, was created as a kid-safe, carefully curated alternative to the technologically overloaded smartphone experience, especially for younger users.

“We know that early, unsupervised access to the Internet can be problematic for children,” says CEO Jacob Levenberg. “Smartphones offer a vast range of tools, apps, notifications and online content, many of which are simply not age appropriate. At Kidi Communication, we believe that kids don’t need full internet access to stay connected or safe. That’s why our smartwatches provide only what’s essential: secure communication and accurate location tracking. Parents can call or message their child, track their movements in real time, view location history, or set safe zones, all from our dedicated mobile app. Children, in turn, benefit from a sense of independence - without being exposed to the open web or irrelevant distractions.”

Another 2024 study on "Technology-Enhanced Toys" (TETs) found that after playing with TETs, parents observed improvements in their children's fine motor skills, language and creativity, especially when parents supervised or participated in play. Tech toys have always excelled in education, with companies such as Learning Resources, Clementoni and Tonies turning everything from coding and botany to foreign languages and maths into engaging activities.

VTech's LearnBook Pro arrives for autumn/winter, packed with 82 educational games covering Reading, Maths, Science, Music, Art, Logic and French. However,

VTech is also using tech to bring kids new ways to enjoy music - the company's new Karaoke Light Party is a portable, multifunctional Bluetooth speaker budding singers can use to hone their vocal talents safely.

“One of our core philosophies is that technology should always serve the play experience, not the other way around,” says Mike Lynch, senior Brand manager at VTech. “We carefully design our products, such as the Kidi DJ Drums and Karaoke Light Party, to make sure the tech elements support children’s learning and creativity, rather than distract or complicate things. Every feature is developed with age-appropriateness in mind, ensuring intuitive use and meaningful engagement. Whether it’s voice recognition, motion sensors or just general interactivity, the goal is to create an immersive and enriching experience that feels natural and fun for the child.”

Toy innovation company Wow! Stuff has taken immersive play to the next level with its groundbreaking Puppetronics range, bringing toys, puppetry and tech together. This year's Dolores Deluxe Puppetronic and Blue Training Edition Puppetronic by RealFX are both laden with tech that brings dinosaurs to life. The launches - following the success of Disney Stitch Puppetronic by RealFX - will be bolstered by the release of Jurassic World: Rebirth.

Feature Tech Toys, Gadgets & Accessories

When Spin Master launched Bitzee, it did so with clever try-me packaging. A simple tab allowed shoppers to lift the lid of the case and bring Bitzee to life, which, combined with its very strong price point, converted many on the spot. Not all tech toys are suited to tryme packaging, however, meaning companies have to find other ways to communicate their products’ tech features to shoppers. For obvious reasons, this can be challenging. Kirsty at Bandai notes that the move towards smaller retail packaging has reduced the amount of space available for on-pack messaging, so the company supports its Tamagotchi launches with POS and clear messaging, while also offering demo devices for in-store use. Retailers unable to accommodate these are also offered a raft of digital assets to help communicate Tamagotchi’s many features.

With consumers as price conscious as ever, the company has also recently unveiled its Deluxe Puppetronics range, which brings the magic of the emerging Puppetronics category to fans at a more accessible price point. Leading the way are Disney Chatty Stitch and Angel, both of which boast new ‘Pair Together’ technology.

"I want to ask my own team the same question!" replies Richard North, president of Wow! Stuff, when asked how the company has managed to introduce fresh tech while reducing RRPs. "They were challenged with a good, better, best strategy. What they found was that this wasn't easily applied to Puppetronics - a focus on price points drove the feature list. The new entry price point Puppetronics will set an even higher benchmark for interactivity and pricing."

Bandai continues pushing boundaries with its best-selling heritage brand Tamagotchi. The world's most iconic digital pet has been around since the 90s but has moved with the times, with each new iteration welcoming new tech to enhance gameplay. Considering the sheer amount of screens, devices and games vying for children's attention, Tamagotchi's enduring popularity is commendable. “Tamagotchi’s core gameplay revolves around nurturing, and this remains key in any new iteration of Tamagotchi that we release,” explains Kirsty Mackenzie, head of Marketing at Bandai UK. “We have introduced different tech features over the years, including colour screens, larger screens and different ways of connecting with friends; as Infra-red within the Connection model and wi-fi capability within the Uni version, the latter of which lets users download and update games. In our newest device, Paradise, we have

gone even further and added a zoom feature to allow users to zoom into their Tamagotchi at a cellular level. We’ve listened to the feedback from kids and fans to distil the features they most cared about into our latest device, and we hope they will love it as much as we do.”

Hasbro is bolstering its assortment of high-tech interactive pets with DJ Furby, a plush buddy with an extra-long tail and a love for parties, collectible mini DJ Furblets, which can be attached to a bag or backpack for on-the-go musical fun, and Nano-mals, a new range of digital pets that taps into the fidget trend by encouraging kids to physically interact with their pet to keep them happy (and their heart meter full).

Spin Master made a strong entry into the Digital Pets subcategory in 2023 with the multi-award winning Bitzee, which shook things up with its screen-free tech gameplay - the pet's image is projected like a hologram onto an interactive touchpoint. New versions have launched since, with this year welcoming Harry Potter Bitzee and Jurassic World Bitzee, but the Bitzee Hamster Ball is the one to watch. Showcased at this year's Spielwarenmesse ToyPitch, it reacts to touch and movement with sounds and interactions, with 20 different hamsters to discover. Even better, you won’t be racked with guilt - and afraid to look - if you accidentally kick it across the living room, unlike a real hamster ball.

Speaking of kicking balls, do check out Golden Bear’s new Soccer Dash product. Falling under its new Strikesphere brand, Soccer Dash’s RFID sensor technology registers when the ball makes contact with the included targets, so young footballers can train at home just like the pros with six dynamic game modes to choose from.

Toys as theatrical as Wow! Stuff’s Puppetronics benefit from live demonstration (as anyone who’s ever bumped into Richard with one at a trade show will attest). Failing that, social media videos of the toys in action also convey their innovative tech features. Richard says: “The ‘wow!’ reaction when kids, both young and old, play with Puppetronics works well on social media platforms, and this communicates what Puppetronics is about better than any packaging. The same applies in-store or on our retail partners' websites; if a picture (packaging) paints a thousand words, then a video paints 10x that - and a live demonstrator can sometimes deliver 20x the sales of a product sitting on a shelf.” So, when your next shipment of Puppetronics arrives, crack open a box, hand one to your most theatrical employee and let them have a bit of fun. When it comes to high-tech toys, alongside main features, shoppers want to know their purchase is safe. Kidi Communication's packaging emphasises what matters most to parents: safety, connection and independence. “Safety isn’t a feature: it’s the foundation of everything we build,” notes Jacob Levenberg. “From the first line of code to the packaging design, child protection guides our choices. We offer secure contact lists, encrypted communication and parental control over chat, calls and camera. With location history, real-time GPS, geofencing and remote listening, parents stay informed through trusted tools they control. Our systems run on secure European servers and meet strict GDPR standards. We don’t rely on third-party platforms; everything - from app to backend - is developed and managed in-house.”

Mike at VTech says child safety is built into every stage of the company’s product development process. The vast majority of its toys are not connected to the internet, which naturally limits exposure to digital risks - products such as Karaoke Light Party connect to a music player via Bluetooth, rather than directly to the internet or music streaming platforms – and all products are tested extensively to meet, and often exceed, safety and data protection standards. Mike explains: “Our priority is to ensure that every child’s experience with VTech is safe, enriching and worry-free for parents.”

He adds that while there can still be a bit of hesitation, especially when it comes to screen time and connected features, VTech is seeing more and more parents and retailers embrace tech when it’s used thoughtfully: to enhance learning, develop key skills and prepare children for a digital future. “Our message is simple,” Mike concludes. “Not all tech is created equal. VTech products are designed to be age-appropriate, safe and genuinely beneficial. They bridge the gap between education and entertainment in a way that supports development, not just distraction.”

All that’s left to say is, read on if you want to “tech a look” (sorry) at the newest kids’ products joining the category this year.

Tech Toys, Gadgets & Accessories

Bandai UK

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

As a pioneer in virtual pet entertainment, Bandai continues to evolve its iconic IP, Tamagotchi, to offer a range of devices targeting a cross-demographic of ages and interests. Tamagotchi Original taps into the growing kidult and nostalgia trends, appealing to millennials and children aged eight and over. With new shell designs introduced each year to keep the range fresh and drive collectability, the device retains its core gameplay: nurturing a Tamagotchi from egg to adulthood. Users care for and play with their pet to influence the character it becomes. Available in Gen 1 and Gen 2 versions, the latest shell designs for the second half of the year include Fresh Strawberries and Tama Café.

Tamagotchi Angel, reintroduced in late 2024, continues to delight fans. This Original Gen 3 device, first seen in 1998, features angel-themed Tamagotchi pets, bat-like Battchi characters (which players can drive away by tapping the device), and embossed angel wings on the shell. On-trend pastel colour palettes – including muted pinks and baby blues – feature in new seasonal designs such as Angel Dress and Angel Shoes.

Having recently announced the launch of Tamagotchi Paradise, Bandai introduces a new device tailored to younger children. Suitable for ages six and up, this release breaks from the classic egg shape with the addition of three buttons and introduces the brand’s first-ever dial function. Designed to enhance interaction, players twist the dial to navigate four levels of the Tamagotchi World – Space, Field, Tama, and Cell – becoming researchers as they raise over 50,000 different characters across 12 species and three environments: land, sea and sky.

While nurture remains the core play pattern, Tamagotchi Paradise adds new layers of engagement by teaching responsibility and caring for the planet, allowing players to grow and play with their virtual pet in a richer environment. The environmental element is amplified with elements such as cleaning up characters’ poop to produce biofuel for space travel. A new contact communication feature enables instant play with friends by physically clicking two devices together – no Bluetooth or Wi-Fi needed –allowing users to connect and even cross-breed pets to create more characters than ever before.

The return of Tamagotchi Connection in 2024 adds another nostalgic touch. Originally launched in 2004, this fan-favourite enables interaction between devices via infrared technology. With a mix of classic and new shell designs, it continues to appeal to loyal fans and a new generation alike. The device delivers an immersive experience packed with classic features, engaging gameplay and beloved characters.

Tamagotchi Nano fuses Tamagotchi with blockbuster entertainment licences in a smaller, themed shell. While the core play pattern remains the same – nurturing a licensed character – the gameplay unlocks exclusive content based on how users interact. With animated clips and themed mini-games, the Nano range includes a brand-new Jurassic World Rebirth SKU alongside Hello Kitty, Tiny Tan, Spy×Family and One Piece.

Learning Resources

01553 762 276 | www.learningresources.co.uk salessupportuk@learningresources.com

Learning Resources believes children learn best by doing and knows that even young children can grasp basic STEM concepts when they are introduced through play. The company is committed to developing innovative toys that bring STEM to life in fun and engaging ways. Each of Learning Resources’ award-winning coding robots is thoughtfully created to align with children’s interests and developmental stages, offering consumers fun and innovative options for each stage of their child’s coding journey. In addition, all its early years robots are 100% screen-free.

Ideal for children aged four and up, the Coding Critters series appeals to kids who love animals. From dinosaurs to puppies to unicorns, each robot in the collection uses storytelling and imaginative play to introduce basic coding concepts. The awardwinning Switcheroo Coding Crew delivers a learning experience themed around rescue vehicles and STEM challenges, while the Code & Go Robot Mouse and Space Rover are both developed to build skills as children set up and tackle their own STEM challenges.

The playful Botley 2.0, suitable for ages five and over, builds on the learning with interactive features and activities that deepen children’s understanding of STEM concepts in fun and meaningful ways.

For older children, Artie 3000 and Pyxel – billed as a “Coder’s Best Friend” - link hands-on play with screen-based coding using real coding languages. Each option comes with its own built-in Wi-Fi server, so no internet is needed to enjoy the learning.

Readers are advised to contact Learning Resources’ sales team on the email above for more information on how it can create tailored marketing campaigns for online and in-store promotions.

Tech Toys, Gadgets & Accessories

Golden Bear Toys

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

Just Play

www.justplayproducts.com | uksales@justplayproducts.com

Just Play’s latest Disney Stitch master toy collection brings to life the fun of the new Disney Lilo & Stitch movie. Available for pre-order from 626 day (26th June), Disney Ultimate Stitch is an interactive feature plush with over 100 sound and motion combinations. Kids and fans can experience everything from playful sweetness to a full-on alien tantrum. Tapping or pressing Stitch’s nose, tongue, belly or hand triggers amusing antics and sayings in Stitch’s native Tantalog language. He sneezes, giggles, blows kisses, dances, sings, snorts, spouts alien gibberish and more, making this toy the ideal centrepiece of any Disney collection.

Disney Stitch Many Moods Stitch Plush brings Stitch’s lovable personality to life with light-up, animated LCD eyes and over 50 sounds and phrases. Fans can scratch Stitch’s head to reveal his lovable side, rub his belly for playful antics or feed him when he’s hungry. They can also jiggle, tilt or hold Stitch upside down for more reactions; too much bouncing might make him grumpy, while rocking him will make him yawn as his eyes close.

The Just Play portfolio is home to FurReal, licensed by Hasbro. New pets will be added to the portfolio this autumn. FurReal Coco the Tumbling Panda is set to be a hero item for Christmas 2025, following the sellout success of the 2024 DreamToy award winner, Peanut the Playful Monkey. Coco has 60+ sounds and reactions to discover, while FurReal Maggie the Feed & Follow Cow will walk to follow her bottle, making cute animal sounds along the way.

The FurReal brand comes to life in kids’ hands with FurReal Handfuls. This affordable autumn line comprises palm-sized pets with over 50 sounds and reactions and their own unique personality. Shivers the Penguin shivers until he warms up in his owner’s hands, Nibbles the Red Panda is always hungry and Chirps the Cockatoo needs fuss and attention.

Following on from its success with viral sensation Soccer Bot, Golden Bear Toys is set to raise the bar once again with its new sports and outdoor brand Strikesphere. Blending the universal love of football with cutting-edge technology, Strikesphere ethos is simple: to ‘Elevate your Game’.   At the heart of the brand is a commitment to fun, immersive gamified play that develops real sporting skills to build confidence through the latest technology. Strikesphere introduces young athletes to the thrill of training through smart, accessible tech that brings energy, excitement and achievement into every session, taking young footballers from kickabout at the park to pro on the pitch.

First in the autumn/winter 2025 line-up is the new interactive football trainer Soccer Dash. Designed to sharpen closecontrol skills through engaging, tech-powered gameplay, this innovative product combines athletic ability with smart technology, allowing players to transform any space into a training ground.

Soccer Dash’s innovative RFID sensor technology registers when the ball makes contact with the targets, creating an immersive training experience that adapts to a player’s ability, tracking their progress and providing the perfect balance of challenge and achievement as their skills improve. Kids simply place the four interactive targets in any formation and choose from six dynamic game modes to start training. The built-in adaptive AI technology automatically adjusts the difficulty of gameplay based on player ability, ensuring the perfect challenge level for continuous training as the game grows with the player. This unique football training experience invites players to up their footie skills, boost their fitness and have fun all at the same time.

Also on the squad is the Strikesphere Soccer Launcher, Golden Bear’s most technologically advanced product to date. This one-of-a-kind tech toy takes football to a whole new level, using smart activated technology to consistently launch balls at a preferred angle and height, allowing players to perfect their striking technique just like the pros.

The Soccer Launcher gives kids complete control over their practice session with two launch modes. They can either train solo with ease using the hands-free clap activated mode or prepare for launch with the 5-second countdown. With six adjustable firing angles, players can recreate countless game scenarios, from practising first-time volleys and ball control skills to perfecting those top-corner "worldie" shots that make the highlight reels.

Soccer Launcher is a soccer training assistant like nothing kids have ever seen before. With each tech-enabled volley and strike, they'll build the same technical skills and confidence that transforms good players into great ones.

Golden Bear’s new Strikesphere products will launch alongside dedicated PR support, tailored marketing plans and product placement to ensure a strong entry into the industry. Golden Bear is committed to a continued focus on amazing content across platforms, showing prospective players how they can truly elevate their game with Strikesphere.

Tech Toys, Gadgets & Accessories

Spin Master

01628 535 000 | www.spinmaster.com

This autumn/winter, Spin Master is introducing even more innovation to the tech toys category with new launches Jurassic World Primal Hatch and Bitzee Hamster Ball. These releases blend physical play with digital interaction, offering immersive experiences for children aged five and up. Jurassic World Primal Hatch brings the thrill of dinosaur discovery to life. Each egg-shaped pod contains an interactive baby T-Rex that hatches through the gooey membrane of the egg. Once hatched, children can use the clicker and food accessories to train the fierce dino to become a friend, or watch it grow into a dangerous predator. With articulated features, more than 100 sounds and reactions, and interactive play modes, the Jurassic World Primal Hatch T-Rex has been designed to keep little Jurassic Park fans entertained for hours of fun.

The Bitzee world is expanding in autumn/winter 2025 with three new additions to the range: the Bitzee Hamster Ball, Harry Potter Bitzee and Jurassic World Bitzee. The new Bitzee Hamster Ball reacts to touch, movement and rolls with sounds and interactions, enhancing the play experience. Children can engage with their Bitzee Hamster by feeding and petting it and exercising it on the hamster wheel, as they watch it grow from baby to teen to Super Bitzee. Within each Hamster Ball there are 20 friends to collect. Each benefits from a unique theme waiting to be discovered, offering plenty of fun.

Building on the success of the Bitzee franchise, Spin Master is bringing new expansions to shelves for Christmas 2025: Bitzee Jurassic World and Bitzee Harry Potter. These new additions to the best-selling Bitzee line-up bring beloved creatures from blockbuster universes into the Bitzee world, allowing fans to interact with magical and prehistoric pets in fresh, engaging ways. With themed accessories and new digital features, this expansion promises to deepen the immersive play experience and attract consumers from multiple fandoms.

Kidi Communication

(48) 516

171 581 | jacob@kidizwatch.pl

Kidi Communication is a global leader in child-focused wearable technology, delivering connected products designed to keep families close, kids safe and everyday life simpler. With over 1.5m devices in use, operations on four continents and more than 400,000 active subscribers, the company offers a comprehensive platform tailored to modern parenting needs.

At the heart of the company’s ecosystem is Kidiz Watch, a smartwatch that acts as a phone, GPS locator, messaging tool and personal assistant for kids aged 4-11. Controlled via Kidi Communication’s fully owned and developed parental app, the watch enables real-time location tracking, two-way communication, school mode, SOS alerts and more. The app is GDPR-compliant, hosted on secure European servers and optimised for local markets, ensuring full privacy and peace of mind.

The product range includes models with varying levels of functionality and pricing, from entry-level LBS watches to advanced GPS and 4G smartwatches. Kidi Communication offers licensed editions for maximum retail impact, Kidi Pay NFC wristbands for contactless payments, Kidi Phone smartphones co-developed with Samsung and Pet Watch collars for real-time pet tracking. Together, they form a flexible, modular portfolio that adapts to local market needs.

Kidi Communication sets itself apart by delivering value to its partners. The company provides a ready-to-sell, all-in-one solution that includes pre-integrated hardware, built-in SIM cards, a fully developed mobile app and full-service logistics. Devices are shelf-ready and plug-and-play, requiring no configuration and making onboarding simple for both retailers and consumers.

The business model is built on a recurring, subscription-based structure. Starting at just €3.50 per month, families gain access to mobile data, GPS services and full customer support, without contracts or hidden fees. This creates predictable, recurring revenue and boosts customer long-term value, a key performance driver for the company’s distribution and retail partners. Kidi Communication supports its partners through a 360° retail enablement strategy that includes marketing campaigns, POS materials, training assets, demo units and participation in joint advertising initiatives. The marketing offering includes influencer-driven content, TV campaigns, in-store activations and event sponsorships, all localised and co-branded where needed.

Kidi Communication also offers flexible cooperation models: white-label or co-branded, FOB or DDP, depending on market strategy. Custom collections - such as the Buki Watch in France - are designed in collaboration with local distributors to match regional pricing, retail positioning and regulatory standards. This adaptability is one of the reasons the company has successfully expanded into markets such as Poland, Spain, Israel, Hungary, France and the United States. With partnerships already in place with major telecom providers like Orange, Vodafone, AT&T and Cellcom, Kidi Communication ensures excellent connectivity and international scalability from day one.

Tech Toys, Gadgets & Accessories

01843 233 500 | www.uk.scalextric.com sales@hornby.com

The latest release from Scalextric puts a modern spin on classic slot racing, with the new Fast & Furious Hot Laps set offering an immersive blend of familiar fun and clever new tech.

Inspired by the blockbuster film franchise, the set features two of the most iconic Fast & Furious carsDom Toretto’s Dodge Charger and Brian O’Conner’s Toyota Supra – both of which have been recreated with the impressive attention to detail Scalextric fans have come to expect. The Hot Laps app integration has been created to bring something new to the track and racing experience.

Designed to evoke the fast-paced feel of retro arcade racers, the app introduces interactive lap counting and checkpoint racing, with no extra wires or sensors required. Using motion detection through a smart device’s camera, the app tracks cars as they speed under a cardboard race gantry (included in the set). This is simple to set up, works straight out of the box and adds a competitive edge to every race. The Hot Laps feature is compatible with existing Scalextric cars and tracks, making it an easy upgrade for existing fans looking to refresh their setups.

The result is a seamless mix of old and new: the hands-on thrill of slot car racing with app-based features that enhance the gameplay without overcomplicating it. Whether racers are already Fast & Furious fans or simply enjoy head-to-head racing at home, this set offers something new for all to enjoy while keeping the Scalextric brand firmly in the driver’s seat.

Tonies

www.tonies.com

Toniebox is a range of a unique, high-tech musical storyboxes that offers both fun and learning through the company’s vast range of Tonies. Featuring stories, songs and educational content for children aged three and above, each Tonie connects wirelessly to the Toniebox (sold separately) to offer a screen-free audio experience.

In June, Tonies unveiled a vibrant new collection of characters and stories designed to captivate, educate and bring an extra spark to summer. Perfect for road trips, quiet moments, or screen-free play, these fresh releases offer meaningful, entertaining experiences that both kids and parents will appreciate.

Developed in partnership with potty training expert Amanda Jenner, Potty Training Tonie transforms one of childhood’s biggest milestones into an engaging, confidence-boosting adventure. Through cheerful songs, practical tips and joyful storytelling, kids are encouraged to embrace potty training with plenty of laughs.

With the new Clever Pocket Tonies, kids can embark on exciting journeys with Quinn to meet magical forest creatures in Wildlife in the Woods, or join Raj, Aya and Mia in Sunspeed Explorers as they tackle climate change. These Clever Tonies blend fascinating facts with fun-packed stories that inspire curiosity and action.

CoComelon Cody Tonie brings learning to life with catchy songs that teach colours and numbers, all set to joyful beats. Ideal for sing-alongs and dance parties, this Tonie transforms playtime into a musical adventure the whole family can enjoy. Music fans will also enjoy the Lalalinos Cosmo Tonie, which invites kids to travel to travel to Bumbaloo with the Lalalinos, the town’s liveliest band. With four story-packed adventures filled with toe-tapping tunes, this Tonie is perfect for little dancers and budding rockstars.

David Walliams’ Slime and Julia Donaldson’s Superworm are laugh-out-loud tales are bursting with messy fun, daring rescues and clever characters. Kids will delight in the perfect blend of mischief, teamwork, and plenty of gooey surprises.

Daniel Tiger’s gentle stories offer a warm, reassuring way for little ones to explore emotions, kindness and everyday challenges. With songs, imagination and heartfelt moments, these Feelings and Friendship Tonies help nurture empathy and resilience.

Tech Toys, Gadgets & Accessories

Hasbro

0208 569 1234 | www.hasbro.co.uk

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

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

With their stretchy bodies, fun sounds and quirky personalities, mini DJ Furblets really bring the party. Kids can stretch the body to start a song or make a song speed up while it’s playing for silly sensory play. A button retracts the mini Furblet to its original size (a bit like a tape measure.)

Pressing the heart gem plays music and the mouth makes feeding noises and sound effects. DJ Furblets also make great travel toys, as kids can clip them to a bag and bring them along on their next adventure.

Nano-mals are electronic, interactive pets that need a little bit of love each day. Each pet has an electronic heart meter: kids must fidget to find out what they need. The more they play, the more interactions they unlock. When the heart meter drops, the Nano-mal will make sounds to let their owner know they need care. If the heart meter is blue, they want to be petted. If the heart is yellow, they’re hungry. Pink means they want to dance, and purple means they want to move. Nano-mal will celebrate a full heart with a song and colourful light show. Nano-mals interact with each other when two or more are placed close together. Kids can collect and connect to discover new interactions. Cross compatible textured snap-on outfits enhance the collectability of this range, plus, like the DJ Furblets, they come with an attached clip for on-the-go play.

Wow! Stuff

07817 273 766 | www.wowstuff.com | kaya.leadsford@wowstuff.com

Following the genre-defining launch of its multi-award-winning Puppetronic by RealFX range, toy innovator Wow! Stuff continues to revolutionise play with the expansion of this ground-breaking line, having ushered in a new category for the toy market.

Fusing classic puppetry with cutting-edge electronics, Wow! Stuff brings some of the entertainment world’s biggest characters and blockbuster moments to life through its dualplay Puppetronics technology. Timed to coincide with Universal Pictures and Amblin Entertainment’s Jurassic World Rebirth, which arrives in cinemas on 2nd July 2025, Wow! Stuff introduces two new dinosaur companions: the Dolores Deluxe Puppetronic and the Blue Training Edition Puppetronic by RealFX. Both are engineered to the highest spec, allowing the user to recreate cinematic storytelling moments via electronically assisted, hand-controlled actions. The Puppetronics range is driven by the RealFX brand, the premium moniker within Wow! Stuff’s licensed portfolio, which denotes toys designed to look real, feel real and sound real.

As part of the broader Puppetronics brand strategy, Wow! Stuff’s new Deluxe Series makes interactive play more accessible for younger fans. Each character features unique, cutting-edge technology to set them apart, appealing to a global fanbase of the iconic characters they represent. The Dolores Deluxe Puppetronic levels up on innovation and pushes the boundaries, driving emotional connection to the forefront of its development.

Dolores, a lifelike Aquilops, is set to become a familiar favourite post-movierelease and is poised for must-have Christmas gifting with a September launch. At 1:1 movie scale, she has been developed to mirror her big-screen counterpart exactly as seen in the film, encouraging inspired play. Dolores can be puppeteered from the hand and discreetly controlled from a backpack or bag, thanks to a cleverly concealed handset, allowing fans to recreate standout cinematic moments straight out of the box.

Standing just over 18cm tall, Dolores boasts 30+ sounds and actions, with responsive touch sensors and user-controlled features including blinking eyes and mouth and head movement. Realistic lip-sync animation pairs mouth movement with sound, elevating and enhancing the character’s personality. Whether hidden, perched or puppeteered, Delores delivers an immersive, blockbuster-quality play experience.

Also joining the Puppetronics line-up is the Blue Training Edition Puppetronic by RealFX. Building on the success of the original release, this version delivers over 60 ultra-realistic actions and special effects, including Blue’s iconic protect, lunge, battle and bite movements. Timed animation and authentic audio create a multi-sensory experience true to the screen, while an included clicker enables training play. Kids can click once for inquisitive sounds, twice for happy ones, and three times to trigger Blue’s almighty screech. She also snarls, purrs and roars, creating a presence that genuinely comes alive in the hand. Enhanced 'Chatty' technology allows multiple Blue puppetronics to interact when placed together. Both characters will be available in open packs, creating visual synergy at retail while ensuring immediate on-shelf impact. Wow! Stuff’s Puppetronics range will continue to build momentum throughout 2025, aligning with blockbuster releases and delivering unforgettable character-driven play.

Tech Toys, Gadgets & Accessories

01235 555 545 | www.vtech.co.uk

VTech has announced the launch of two new innovative tech toys: the Karaoke Light Party and the LearnBook Pro, both of which arrive this autumn/winter. Designed to inspire creativity, learning and fun, both products offer a range of interactive features that cater to children’s developmental needs. The Karaoke Light Party by VTech is a portable, multifunctional Bluetooth speaker designed to transform any gathering into a singing sensation. Equipped with two wireless microphones, children (and grown-ups) can perform their favourite songs anywhere in the home. The built-in library of sing-along tracks features a selection of popular tunes, while fun voice effects add an extra layer of entertainment. On the speaker’s front panel sit 25-pixel buttons which allow users to create up to 10 unique pixel art designs. By turning the colour dial and pressing each pixel, children can watch their artwork dance in time with the music. When switched to music mode, the light display can be customised to provide a relaxing glow or vibrant colours perfect for a party atmosphere.

The Karaoke Light Party includes eight built-in games for one or two players. Singers can practise and refine their vocal skills or play a retro-style version of the classic Snakes game. With each activity, children develop musical creativity, creative play techniques and independent play skills. This versatile speaker ensures that every karaoke party becomes an unforgettable Karaoke Light Party.

The LearnBook Pro by VTech is a sleek, modern laptop packed with 82 educational games and activities. Covering subjects such as Reading, Maths, Science, Music, Art, Logic and even French, this laptop encourages children to explore new topics and build on their existing knowledge. Each game features multiple difficulty levels, ensuring that as children master one level, they are seamlessly challenged to advance to the next.

Featuring a backlit display, the LearnBook Pro brings animations to life, keeping children engaged through vibrant visuals and rewarding sound effects. Designed for both right and left-handed users, the ergonomic cursor mouse enhances hand-eye coordination and fine motor skills. The QWERTY keyboard boasts high-quality keys and function buttons, while multicoloured light buttons add a playful element to quick-reaction games.

As children progress through each activity, they will develop essential skills such as problem-solving, reading comprehension, numerical reasoning and creative thinking. The inclusion of a French language section also introduces youngsters to basic vocabulary and phrases. The LearnBook Pro’s comprehensive curriculum enhances curiosity and promotes independent learning, making it an ideal educational companion for children aged four and above. Zuru

www.zurutoys.com | sales@zuru.com

Building on the success of last year’s Christmas top toy, Mama Duck and Baby Surprise, Zuru continues to elevate its Pets Alive portfolio, in which value-led interactive and nurturing play meets popular and trending animal characters. With a spotlight on immediate on-shelf theatre, each of the new lines hints at surprise reveals along the way, heightening the excitement around the unboxing experience. Zuru’s award-winning strategy - delivering accessible, affordable products that combine innovation with proven play patterns - has positioned Pets Alive as a leading tech property in the Special Feature Plush category.

Taking centre stage for 2025, Polly the Magic Bird introduces a magical twist to the Pets Alive play pattern. Hidden behind her very own stage curtain, Polly springs to life when children perform a simple magic trick, singing, flapping her wings and repeating anything said to her, just like a real mimic bird. The surprise continues with a hatchable baby bird inside, adding layers to the interactive, nurture-led play and reinforcing the brand’s signature unboxing pattern.

Also joining the Pets Alive portfolio is Mama Turtle & Baby Surprise. Housed in her very own tank, Mama Turtle swims when placed in water, awaiting her hatching babies. With up to four baby turtles to discover and a textured sand base that allows kids to recreate natural habitats, the set offers both realism and repeat play. The baby turtles even attach to and follow Mama Turtle, while the resettable mechanism allows children to enjoy the hatching surprise again and again.

Robo Alive brings a new line of deep-sea life to Zuru’s brand portfolio, tapping into primary aged children’s fascination with ocean life while driving growth across the range. Featuring innovative technology, these affordable, fully-functioning robotic pets move and act like they are real and provide immediate impact and theatre on-shelf. Expanding on the ocean theme, Zuru’s new Deep Sea Monster Alive includes two play sets to collect: Shark and Octopus. Both feature water-activated movement technology, meaning they come to life once placed in the water. Building on Robo Alive’s proven surprise-reveal play pattern, children break open the barrel-style packaging to unearth over 20 hidden surprises, assembling their own aquatic creature as they go. With multiple compartments to discover and a creative construction experience to enjoy, the lines deliver extended, imaginative play for children intrigued by deep-sea discoveries, cutting-edge robotic tech and collectible creature builds.

2M+

Tech Toys, Gadgets & Accessories

MGA Entertainment

The Little Tikes Story Dream Machine provides children with endless opportunities to grow their imagination, transforming storytime into an immersive and interactive experience. As children listen to classic tales like The Princess and the Pea and The Ugly Duckling, they’re inspired to step into the roles of their favourite characters, acting out scenes, exploring emotions and bringing stories to life through creative play. This kind of role-play not only strengthens language and communication skills but focuses on learning and key early years development skills by encouraging young readers to watch, listen and learn.

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Glow Ball is an energetic new 4-in-1 action game that puts players’ speed, reflexes and agility to the test. This fast-paced game combines lights and sounds and can be played by friends and family trios.

Each Glow Ball comes with three electronic wristbands – one per player – that can be paired with the ball. Each wristband lights-up in one of three colours: red, green or blue. When a wristband is tapped against the ball it will recognise contact. Throughout each game, Glow Ball will then light-up in the different colours, indicating whose turn is next, while also tracking who the winner is at the end, resulting in a dazzling light-up spectacle.

Featuring four different games, Glow Ball is suitable for kids aged 6-11-yearsold (and big kids, too).

020 3206 1397 | www.clementoni.com clemuk@clementoni.com | paul.fogarty@clementoni.com

The Science & Play Smart-Tech Greenhouse, winner of a Toy Fair Hero Toys 2025 Award at the London Toy Fair in January, offers a fun and innovative way for kids to explore nature and grow plants. Combining botany with technology, this high-tech greenhouse includes everything needed to help plants grow and thrive, making it a great hands-on introduction to science, tech and the natural world.

LED lights and an electronic module allow kids to monitor and control the temperature and humidity within the greenhouse, making sure the plants are always in the perfect environment. The greenhouse also allows for experimentation with different ways to grow plants: in pots with soil, in test tubes with cotton, or even in special gels like agar-agar. The large, clear window and big door make it easy to see inside and watch the plants grow in real-time. Perfect for young scientists, gardeners, or anyone who loves nature, this greenhouse makes growing plants feel like a real adventure.

The Smart-Tech Greenhouse will be supported by a strong marketing campaign across social media platforms, PR and partnerships, plus instore support.

The CTV opportunity is clear but for toy brands, so are the risks

WWe all know that linear TV’s golden age of reach is over; for toy brands, Connected TV (CTV) now fills the gap as a go-to channel for engaging family audiences at scale. CTV offers a blend of reach, flexibility and performance, which makes it feel like an obvious win. But as the channel has evolved, so too has its complexity.

Today’s CTV ecosystem is a fragmented patchwork of platforms, formats and providers. From YouTube CTV to FAST channels, AVOD, BVOD, SVOD and more, marketers face a dizzying array of options, each with different rules, capabilities, and routes to market. Add strict data privacy restrictions - like the General Data Protection Regulation (GDPR-K) and the Children’s Online Privacy Protection Act (COPPA) - that apply to kid and teen advertising, and what seems like a straightforward opportunity becomes a potential minefield.

Nowhere is this tension more evident than in the growing scrutiny over data practices on CTV. The recent Roku class action lawsuit in the US has brought this issue into sharp focus. The key takeaway? Even when content is labelled or targeted as “family,” privacy laws like COPPA may still apply if the content is deemed to be “childdirected.” COPPA applies regardless of whether an adult owns or is logged into the device. In practice, this means

Charlie Brownless, head of Toys & Entertainment at SuperAwesome, explains how data and privacy safeguarding concerns are further complicating the Connected TV ecosystem – and how companies can navigate it safely and responsibly.

that even if your media plan is set to reach “families,” if the content it appears on appeals primarily to children under 13, as most do, then privacy laws still apply and personal data collection must be disabled.

This is a critical and often misunderstood point: under COPPA, it’s the nature of the content - not the age of the logged-in viewer, the household composition or the targeting label - that determines whether privacy protections are required. If the content is animated, features toys or beloved characters, or uses kid-friendly language and visuals, then it likely qualifies as childdirected. In that case, even the most well-meaning co-viewing strategy needs to be executed with strict data privacy safeguards in place.

This isn’t just a US principle either. The UK’s Advertising Standards Authority (ASA) has taken a similar approach. In a recent ASA ruling against Kerry Foods, the ASA found that an ad, despite being restricted to logged-in adult users, breached child-targeting rules because its content, including cartoon visuals and a Garfield promotion, was likely to appeal to under-12s. The ASA made clear that audience targeting controls don’t override the obligation to assess how content may be perceived by children. Reinforcing a consistent regulatory message across jurisdictions, when content is likely to appeal to children, advertisers must meet the standards that apply to childdirected advertising - regardless of the intended or targeted audience.

SuperAwesome’s chief Privacy officer and head of Legal, Amy Lawrence, put it best in a recent blog post when she said: “For everyone participating in buying and selling CTV media, these cases serve as a stark reminder of the responsibilities in co-viewing scenarios. Relying on “family” targeting, or assuming that parental presence negates legal requirements, can lead to serious legal and reputational consequences.”

Brands can’t treat “family” targeting as a loophole for behavioural targeting. And in this convoluted CTV landscape, it's not enough to rely on broad campaign settings or platform defaults. Every link in the supply chain, from DSP to publisher to platform, needs to ensure that no personal data is used when serving ads to content that is child-directed. It’s not just a compliance issue; it’s a trust issue.

Not all CTV partners are equipped to handle the regulatory and reputational risks that come with childdirected content, which is why toy advertisers must work with true kids' specialists, even when the campaign is designed for family viewing. A specialist guarantees that no personal information is ever collected, passed or used in ad transactions. That means real-time content classification, child-appropriate creative review, and COPPA and GDPR-K compliant infrastructure at the point of every impression, not just reliance on platform-level or vague “family-safe” labels.

At SuperAwesome, our proprietary Kidsafe Filter (KSF) technology actively screens ad requests and responses to help prevent the collection of personal information from children. Unlike many providers who depend on publisherlevel controls or platform defaults, our infrastructure is purpose-built to prioritise children's data protection. With SuperAwesome, every impression is screened and routed through our COPPA-compliant pipeline, and only inventory verified as appropriate for kids is made available to buyers. Whether your campaign is running on YouTube, Roku, FAST channels or elsewhere, SuperAwesome is built with privacy at the forefront of every CTV transaction.

In a channel filled with promise but riddled with pitfalls, getting CTV right means acknowledging one fundamental truth: if your content appeals to kids, then your campaign must play by kids’ rules.

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: Bruder, Jumbo & Zapf.

fresh

BabybornMyCatCookie

Zapf Creation • 0845 0533 333

www.mgae.com

One of the UK’s leading nurturing doll brands, Baby born, remains at the forefront of innovation in the doll industry by continuously developing products that align with modern trends which foster creativity, imagination and storytelling for children through imaginative and interactive designs.

This season, Baby born introduces a brand-new animal friend, Baby born My Cat Cookie, to the range. My Cat Cookie brings a playful and lifelike pet experience to the Baby born world. Suitable for ages one and above, this adorable and interactive plush cat behaves just like a real kitten and responds to touch, adding a new layer of fun to playtime. Cookie reacts when her head, back or paws are stroked with a happy purring sound and soft vibrating movements. She comes with her very own collar and cat box for easy transportation and storage. With Cookie, children can practise responsibility while engaging in imaginative role play that helps develop empathy and social skills.

The launch of Baby born My Cat Cookie strengthens the brand’s trusted portfolio of engaging play companions. Designed to inspire imaginative storytelling while supporting child development, the new product provides endless opportunities for children to create their own stories and learn through play.

Fun Lockets

Jumbo Play • 0161 428 9111 •

salesuk@jumboplay.com

Children can keep all their secret scribbles safe in the Fun Lockets Secret Journal RRP. This clever journal is packed with various secret compartments and features over 30 surprises to discover. Users can find the hidden keys to unlock the mysteries inside and use the surprises to decorate their journal to make it unique. The journal is complete with pencil, stickers, paper clips, stencils, erasers and fun tapes and lots more.

Kids can also unlock, discover and record with the Secret Jewellery Box with Message Recorder. This range features five hidden keys to discover, which can be used to reveal the amazing jewellery surprises inside this sparkly, glitter-covered jewellery box. They can discover over 25 surprises, including charms, ribbons and stickers and use them to create two beautiful bracelets and customise their jewellery box. There’s a message recorder to keep secrets safe, with hidden buttons to find in the last compartment to start recording.

Also part of the collection is the Secret Tiny Bag. Perfect as an on-the-go fashion piece, this bag can be unlocked to find the hidden keys and discover the 15+ surprises inside the secret pockets. It can be decorated with the accessories included; the bag comes with three golden keys, key ring, gift boxes, six sticker sheets, two gem sticker sheets, a metal charm, a crystal charm, a gem charm and coloured ribbon. The Secret Mini Journal is small but mighty. This tiny version of a secret journal is perfect for making little secret notes and locking them inside. There are over 15 surprises to find, and kids can decorate the diary with stickers and even add their own photo. The Secret Mini Journal comes with everything needed to keep important little things safe, including golden keys, lace, mini pencil, booklet/bookmark, envelope, sticker sheets, mini stencil ruler and mini notepad with 20 pages.

ScaniaSuper560RRecoveryandTowingTruck

Bruder • info@banaghans.ie (Ireland) or (353) 67 638 00 • info@alpha-toys.co.uk (UK) www.bruder.de

Bruder has announced the addition of a new model to its commercial vehicle range. The Scania Super 560R Recovery and Towing Truck is packed with realistic features for exciting rescue missions.

With its eye-catching turquoise colour, the truck immediately captures attention and offers hours of play, packed with features, for children aged four and up. Highlights include a fold-out, height-adjustable crane arm, a functioning winch operated by a crank handle and a folding towing bracket, perfect for recovering Bruder trucks, tractors, or construction vehicles. Smartly integrated side compartments provide extra storage for accessories and tools, including the adapter for the rescued vehicle’s bumper.

The Light & Sound Module for trucks comes in a new modern design, featuring familiar flashing lights and authentic sounds for even more realistic role-play. With this new addition, Bruder once again combines technical authenticity with creative role-play, true to its motto: ‘just like the real thing’. The new Recovery and Towing Truck is also available with a Mack cab, which offers the same functions as the Scania version, plus an openable engine hood.

Feature Stationery & Back to School

Write on time

Back-to-School season is approaching and with it comes a host of product gracing shelves to get kids ready to start the academic year on the right foot. From pens, pencils, highlighters and notebooks, to backpacks, water bottles and lunch bags, toy stores are increasingly offering something for everyone. Toy World’s Caroline Tonks speaks to suppliers within the category to find out what’s new and how retailers can capitalise on these products.

The end of the summer holidays is something that all children dread, when the summer, freedom and relaxing times come to an end.

To get them excited and ready to return to their studies, the Stationery and Back-toSchool category is critical, and allows them to express themselves through different outlets. From creating colour schemes for their notebooks and folders to grabbing the hottest licences for their backpacks and lunch bags, kids can show off who they want to be at the start of the new school year. As such, suppliers have stepped up to deliver endless possibilities to capture the attention of children of all ages.

Hunter Price International’s new brand, Taggeez, is looking to make a statement for the new school year ahead. Taggeez allows children to style stationery in their own unique way, from notebooks, pens and pencil cases to bags and bracelets. Each piece is designed to be tagged with a host of collectible charms to show off a style, mood, hobby, trend or current obsession, like food, gaming, animals and more.

Licensing is a major component of the Stationery category, drawing customers’ attention on shelf and promoting multiple purchases to get full sets of coordinating product. Robert Frederick’s stationery range features licensed designs from beloved children’s book brands, with iconic characters like Peter Rabbit, the Very Hungry Caterpillar, the Gruffalo, Paddington and more, as well as new licences entering the catalogue every year. These characters’ classic stories are classroom staples that have stood the test of time, making them familiar to children and adults alike. Product highlights include the Children’s Stationery Tin Set and Children’s Water Bottles and Lunch Bags.

Wigston Global has unveiled a new range developed in partnership with MGA Entertainment, bringing the MGA’s Miniverse brand into the world of stationery with key lines like the Create & Bake 3D Eraser Kit and the Mini Novelty Stationery Shopping Basket. “Licences are essential –they bring familiarity, aspiration and storytelling,” says Ben Cornwell, Sales director, Wigston Global. “MGA’s Minverse already has a passionate fanbase, so we’ve built a stationery range that reflects the brand's essence while offering genuine usability.”

Pyramid International’s Marketing designer, Julia Wronka, explains: “It’s important to blend popular licensed themes with functional, quality products that resonate with both kids and parents. Licences are crucial because they turn everyday stationery into something exciting and collectible. Familiar characters and stories create an instant emotional connection, making products more attractive to kids and collectors. Licensed stationery stands out in a crowded market, driving both initial and repeat sales by tapping into fandom culture.” Among this season’s standout SKUs, Pyramid’s growing line of erasable ink gel pens are available in a variety of bestselling licences, including Harry Potter (Houses), Stitch, Stranger Things, Star Wars, Spidey and His Amazing Friends, Nightmare Before Christmas and Pusheen. While the category encompasses stationery lines for children, a Kidult sub-division remains strong. As well as appealing to kids, brands like Crayola invoke a sense of nostalgia for many adults, especially the recent collection of Limited-Edition Retired Crayola Colours. With this collection, 90s and early-2000s childhood favourites like Dandelion, Raw Umber and Mulberry have made a comeback across crayons, coloured pencils, markers, colouring books and stickers.

Enjoying high-profile engagement on social media, Curious Universe’s Cosy Colouring kits tap into the calming and mindful activity trend that has taken TikTok by storm, with #cosycolouring reaching over 75m views and counting. The Art Maker Cosy Colouring kits are ideal for quiet moments and mindful colouring, with Curious Universe highlighting the Cosy Colouring Little Things Kit and the Cosy Colouring Around Town Kit as standouts of the range. Each set comes with a themed sketchbook, a selection of eight dual-ended markers and a paint pen to bring artwork to life.

“Retailers should approach stationery as an extension of children’s interests,” adds Ben. “A strong licensed range creates instant engagement and drives impulse purchases. Curated displays, themed bundles and trend-led lines are key to capitalising on the Back to School seasonal peak.”

Julia echoes this, saying: “The Back-to-School season is a major sales driver, so offering a strong mix of practical items like notebooks, erasable pens and pencil cases alongside collectible or gift-worthy products will maximise appeal. Clear, attractive merchandising and aligning with trending licences can help capture impulse buyers and planned shoppers alike. You also need to understand your target audience and create ranges and products to hit that age demographic.

“Adults look for quality, trusted licences and value for money, while kids are drawn to the fun, collectible aspects of the ranges — whether it’s a favourite character on a notebook or a novelty erasable pen. Balancing both helps us deliver products that work well on shelf and drive sales across age groups.”

Across the upcoming feature, Toy World highlights the latest Stationery and Back-to-School products that will be hitting shelves for the second half of 2025.

Stationery & Back to School

characters’ classic stories are classroom staples that have stood the test of time, making them familiar to adults and children alike.

Robert Frederick

01225 310 107

www.robert-frederick.co.uk

info@robert-frederick.co.uk

In anticipation of Back-to-School season, Robert Frederick presents giftworthy stationery for children starting reception and year one – all featuring licensed designs from beloved children’s book brands.

Robert Frederick stationery boasts iconic characters including Peter Rabbit, the Very Hungry Caterpillar, the Gruffalo, Paddington and more, with new licences entering the catalogue every year. These

The Children’s Stationery Tin Set is a portable, compact collection of supplies for little learners. The tin houses a pencil, an eraser, a pencil sharpener, five colouring pencils, a ruler and a pair of children’s scissors, all bright and colourful to match the character on the tin.

For creative pursuits, the Children’s Art Activity Wallet is a clear, zip-top wallet that is packed with an A5 sketchbook, five colouring sheets, six watercolour pencils, a paintbrush, a pencil, an eraser and a pencil sharpener – everything a young artist needs to draw and paint their favourite book character.

The super-soft A5 Plush Notebook has lined pages, decorated endpapers and character-themed artwork accenting every page. Robert Frederick’s plush notebooks are available with or without matching pencils, erasers and pencil sharpeners.

Robert Frederick Children’s Water Bottles are lightweight, BPA-free and just the right size to tuck into a backpack or lunch bag. Parents can pack a healthy lunch in a colourful Robert Frederick Lunch Bag. These insulated lunch bags have zip-closure pockets on the front, buckle-clasp carrying handles and mesh water bottle pockets.

At this year’s London Stationery show, Robert Frederick launched an all-new stationery range with unique designs featuring dinosaurs, unicorns and jungle animals; something for everyone.

As well as fluffy plush notebooks, this new range includes Plush Pencil Cases with bright, friendly faces, vibrant colours and a plush carrying handle, roomy enough to hold everything a child could need. Each plush pencil case has a panel of on-trend fidget poppers built into its side for quietly engaging fidgety fingers.

For decades, Robert Frederick has created high-quality children’s products to help kids get creative, show off their personality and have fun. With summer in full swing, now is the ideal time to stock up on unique, high-quality stationery designed to appeal to every child.

Wigston Global

ben.cornwell@wigstonglobal.com

Wigston Global has unveiled a new stationery range developed in partnership with global toy powerhouse, MGA Entertainment. This first-to-market collection brings the iconic MGA’s Miniverse brand into the world of stationery, blending creativity, collectability and fun in a unique and trend-led offering.

At the heart of the launch is the Create & Bake 3D Eraser Kit – a completely new concept where children eight years and up can mould their favourite MGA’s Miniverse-inspired items using coloured clay, then bake them in the oven to create their very own working erasers.

Launching in spring/summer 2026, the full range has been designed to capture the imagination of MGA’s Miniverse fans and stationery lovers alike. Key lines include Blind Collectible Create & Bake 3D Erasers, the Mini Novelty Stationery Shopping Basket, 2-in-1 Sharpener Erasers, Jumbo 2D Shaped Erasers, Collectible Mini 4-in-1 Pens, Mini Highlighters with Toppers and Plush Bag Charms with Zip Compartments, as well as A5 and Plush Notebooks, Silicon Pencil Cases, Mini Puffy and Novelty Notebook Bag Charms, Mini Surprise Bags and the 3D Jewellery Design Studio.

Each product reflects MGA’s Miniverse’s signature flair and commitment to design detail. Combining novelty, functionality and collectability, this range brings a fresh take to the stationery sector.

Retailers can expect robust marketing and in-store support, including FSDUs, CDUs, clip strips and digital assets. The launch will be backed by social media and influencer engagement, ensuring visibility in the run-up to the Back-to-School period.

Appealing to both children and parents, the MGA’s Miniverse stationery collection combines playful design with everyday practicality at accessible price points, as Wigston Global expands its licensed stationery and delivers standout shelf presence.

Stationery & Back to School

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk | sales@curiousuniverse.co.uk

Curious Universe continues to push creative boundaries with its ever-evolving portfolio of innovative and engaging stationery and activity kits. As part of its autumn/winter 2025 line-up, the company offers a broad selection of new and established favourites, all designed to inspire creativity, mindfulness and play.

One of the company’s standout offerings taps into a booming social-media trend: cosy colouring. This calming and mindful activity has taken TikTok by storm, with #cosycolouring reaching over 75m views and counting. The Art Maker Cosy Colouring kits are great for quiet moments and mindful colouring. Highlights in the range include the Cosy Colouring Little Things Kit and the Cosy Colouring Around Town Kit. Each set comes with a themed sketchbook, a selection of eight dual-ended markers and one paint pen to bring artwork to life.

More creative fun can be had with the company’s Kaleidoscope collection. Each range in the collection contains all the artistic tools needed for immersive creative play. The monster-trucks themed Kaleidoscope Colouring Kit features over 30 pages of colouring filled with monster trucks, races and stunts, all in a reusable, super-handy storage case. The markers can be used to bring favourite trucks to life in bold, vibrant colours and then the holographic stickers added for pop of metallic shine.

Also from the Kaleidoscope collection is the Amazing Axolotls Kaleidoscope Colouring Activity Lap Desk. This portable lap desk is designed for kids who love to colour and create on the go. With its comfy lap cushion and built-in supplies, kids can enjoy colouring anywhere – at home, in the car or even outdoors.

The Curious Universe collection also includes a host of fun Squishmallows licensed lines. A fun stationery item in the line-up is the Squishmallows My Journal My Way Kit. This kit includes a 136-page journal with lined pages for writing out thoughts, reflections and dreams; blank pages for artistic creations and tons of activities with the Squish Squad, including Lindsay, Suneetha, Bubba and more. It comes with puffy stickers, sticky notes, gel pens and washi tape for that added creative touch.

Hunter Price International

01616 531 306 | www.hunterprice.co.uk | allana.h@hunterprice.co.uk

Hunter Price International has unveiled Taggeez, the new stationery brand which is looking to make a statement for the new school year ahead. Created by the award-winning team at the Consumer Product Playhouse, Taggeez allows children to style stationery in their own unique way.

From notebooks, pens and pencil cases to bags and bracelets, each piece is designed to be tagged, with a host of collectible charms to show off a style, mood, hobby, trend or current obsession.

With Taggeez, no two days need to be the same. From food and gaming themed Tagz to animal characters, icons and objects, there’s unlimited opportunities for children to continue to build their collections, with regular new and limited-edition charms being planned for the brand.

Aimed at school children, with a core demographic of six to 12-years-old, the debut Taggeez collection will arrive in Tesco stores nationwide this summer, with further retail launches planned for the coming months.

Hunter Price International’s in-house creative hub has been working on a number of new brand propositions, and Taggeez is the first of many about to land in stores. The launch of Taggeez marks the start of a number of new brand stories the company will be focusing on for the second half of this year.

For further information on Taggeez and more from Hunter Price International’s own brand and licensed portfolio, please contact Allana Holmes at the details above.

With a commitment to celebrating every child’s unique and colourful selfexpression, Crayola’s trusted range of stationery provides the tools to inspire budding artists everywhere. Recent shopper research showed that Crayola was the No.1 noncandy brand in the Easter shopping basket, demonstrating that the brand remains giftable as well as an everyday essential.

From enduring favourites like Supertips to timeless essentials including pencils, markers and crayons, Crayola continues to lead through innovation and creativity. The hugely successful Colours of the World, a range dedicated to reflect the diversity of skin tones around the globe, now sits alongside Colours of Kindness, a collection of bright, vibrant and unique colours with positive statements on each pen, crayon and pencil to help enhance positivity and well-being. The on-trend Crayola pastel range, bolstered by 12ct Pastel Pencils as well as being available in a Pastel art kit, complements the popular 12ct and 24ct Pastel SuperTips which have been a sell out since their launch last year. In addition, a new Swirl range will be launched which has four colours in each nib, giving a wonderful rainbow swirl effect and available in pencils and Twistable crayons.

As the Back-to-School season approaches, Crayola is thrilled to partner with Jet2 Holidays. This year’s exciting campaign gives shoppers £65 off their next getaway and the chance to win a luxury five-star family holiday to Majorca along with cash prizes. Major retail activations are already in play and will be supported by a dynamic PR, social media, digital and influencer push rolling out over the summer period.

Stationery & Back to School

Pyramid International

0116 284 3640 | www.pyramidinternational.com customerservices@pyramidinternational.com julia.wronka@pyramidinternational.com

With the Back-to-School season approaching, Pyramid International continues to strengthen its position in the licensed stationery category with a bold, trend-led product offering. From core essentials to fun, novelty collectible lines, the brand’s extensive 2025 stationery range is designed to stand out at retail and appeal to a wide demographic from school age fans to the grown-up collector.

Among this season’s standout SKUs is Pyramid’s growing line of erasable ink gel pens, an innovative product with huge appeal across both the kids’ and tween markets. Available in best-selling licences such as Harry Potter (Houses), Stitch, Stranger Things, Star Wars, Spidey and His Amazing Friends, Nightmare Before Christmas and Pusheen, these pens combine creativity and practicality. With a smooth writing finish that can be erased cleanly, they’re ideal for school, journaling or at-home creativity. All pens come merchandised in colourful, branded CDUs, making them ideal for till point placement.

Pyramid also offers an array of A5 notebooks using high-quality finishes, eyecatching artwork and thoughtful character details over multiple licences. These notebooks serve as both everyday school supplies and giftable items.

For retailers looking to stock products with added value, Pyramid’s Harry Potter Premium Notebook and Wand Pen Set offers a giftable solution, pairing a hardback notebook with a wand-inspired writing instrument. Other unique additions include plush notebooks like the Lilo & Stitch: You’re My Fave, as well as a lockable Harry Potter (Alohomora) undated diary.

A standout addition to the 2025 offering is Pyramid’s collection of Bumper Stationery Wallets and Pencil Cases, combining function with fan-favourite design. Featuring top licences such as Batman, Harry Potter, Lilo & Stitch and Toy Story’s Lotso, the range includes filled pencil cases – double-zip cases with generous storage – ideal for school essentials. Quality materials, character-driven prints and novelty textures, like fuzzy finishes, make these products both practical and eye-catching.

Retailers benefit from Pyramid’s full marketing and point-of-sale support, including branded FSDUs, CDUs, banners and clip strips. With strong visual branding and licence-specific display assets, these support materials help maximise visibility and conversion in-store.

Feature Dress up & Role Play

Let’s pretend

From pretend play sets that teach children about the world around them to costumes that allow them to impersonate their favourite characters, the Dress Up and Role Play category features toys that are as much fun as they are valuable playtime experiences. Toy World’s Gabriela Jiménez García speaks with leading suppliers in the sector to discover the latest trends and innovations this year.

AAs a child, Role Playing was always my favourite form of play. I remember spending hours in my bedroom pretending I was a vet, bandaging up my stuffed animals, or getting my mum to pretend she was a customer in my very own ice cream parlour set up in the living room. Such vivid memories are something a lot of us can relate to, and a reason why the Dress Up and Role Play category remains one of the most enduring in the toy industry. Besides fostering creativity, Role Playing encourages problem-solving, critical thinking and decision-making, while providing a safe space for children to express and understand their emotions. By adopting different roles, little ones can develop a sense of self-awareness and understand the feelings and needs of those around them. Several leading suppliers have highlighted the importance of the category. David Lubliner, head of Customer Marketing Europe at Melissa & Doug, tells us that Role Play and pretend play are popular because they offer an open-ended play experience that helps children develop in a variety of ways. “Imagination, social skills,

co-operation and confidence are all areas that welldesigned pretend play toys can help develop,” he explains.

Eleanor Connolly, global head of Sales and Marketing at Casdon, adds that Role Play toys resonate with children because they allow them to step into the adult world, encouraging imaginations while supporting cognitive and emotional development. “Parents see the value in toys that reflect real-life scenarios, and Casdon’s long-standing partnerships with household names like Dyson, Morphy Richards and Heinz bring unmatched realism, which helps us stand out in the space,” she tells us.

For Melissa & Doug, pretend food is a focus and an area of growth, with the brand a key player in kitchen and foodthemed Role Play. The company has recently announced the launch of the innovative Flip and Fry Grill Playset and the Simmer and Stir Stovetop Playset, which utilise Melissa & Doug Water Wow technology with ‘food’ pieces that change colour as children pretend to cook, making the experience feel more realistic. Both new additions have been designed to promote imaginative play, while introducing cause and effect, fine motor skills and real-life

skills related to meal preparation.

According to David, occupational pretend play sets are increasingly popular, with play sets such as the Super Smile Dentist Set giving kids the tools to unlock imaginative play. Following Spin Master’s acquisition last year, the second half of 2025 is poised to be an exciting period marked by significant marketing investment behind the Melissa & Doug brand, where pretend play items will play a key role alongside brand messaging that reinforces the real-life benefits of pretend play.

Likewise, Simba Smoby has refreshed its portfolio of play sets, now offering improved versions of popular ranges that inspire children to explore careers that ignite their interest. The company’s Black and Decker Bricolo Workbench has been updated with a new, more modern and functional structure that features perfect replicas of classic tools found in every workshop and shed. Meanwhile, the Smoby My Beauty Centre line has also been improved with a lower RRP and a fresh new cosmetic-inspired pastel colourway to make aspiring beauticians feel like they run a real salon.

Feature Dress up & Role Play

At Casdon, Eleanor tells us that the company is observing a sustained demand for Role Play toys that support skill-building and real-world learning through play. “Education through play is a major growth opportunity,” she says. “Recent data from Circana shows a notable uplift in parent-driven purchasing decisions, particularly where toys offer developmental or educational value; whether that’s fine motor skills, empathy or a sense of responsibility. This aligns seamlessly with Casdon’s dedication to make toys that are as much about play as they are about learning.”

The company boasts a wide portfolio of hyper-realistic Role Play toys that are almost identical to their authentic counterparts and holds six out of the top 10 best-selling Role Play toys in the market, according to the latest Circana UK report (2025 YTD Infant Pre-School Role Play Category). “While evergreen favourites like the Henry and Dyson ranges continue to perform well, newer entries like the De’Longhi Barista Coffee Machine and the Ooni Pizza Oven are quickly climbing the ranks, at 11th and 16th position respectively,” highlights Eleanor. Recent launches include the Build-A-Bear and Heinz licensed collections, which are also gaining momentum following strong interest from retailers and a positive reception at this year’s London Toy Fair. The Heinz line-up consists of four play sets: the American Diner Set, Fish & Chips Takeaway Set, All-Day Breakfast Set, and the Beans and Hoops Make and Play Set. It also features innovative elements, such as flip-n-dip sauce pots and the signature Heinz Tomato Ketchup bottle with a surprise squirty sauce, which provides toddlers with hands-on fun while supporting the development of motor and social skills, as well as creativity. Learning Resources has expanded its portfolio of Role Play toys with a new collection of pretend foods designed to inspire creativity and real-world learning. The new Sprouts collection features a diverse array of both familiar favourites and global foods, giving children

the opportunity to learn about different types of savoury dishes and sweet treats. While tacos, sushi and other international options in the lineup allow children to explore new roles and expand their vocabulary, traditional choices like ice cream, vegetables and healthy snacks connect to everyday life, enabling kids to become familiar with the foods they encounter on a day-to-day basis.

In the dress-up arena, events such as Halloween and World Book Day present crucial opportunities to sell costumes, and leading suppliers capitalise on these celebrations to continue thriving throughout the year. Christina Cockill, Senior Account manager at Blues Group, tells Toy World: “Halloween and Book Week are critical sales drivers for the dress-up category. These peak moments are not only important for supporting our retail partners and securing valuable in-store space, but they also play a vital role in sustaining our supply chain. Highvolume seasonal demand helps keep our manufacturers and factories busy, which in turn enables us to maintain consistent production and support smaller, everyday collections throughout the year.”

With Halloween falling on a Friday this year, dressup suppliers are looking forward to high demand for costumes, as families will want to make the most of the occasion. Alice Smith, Marketing manager at Smiffys, tells us that a weekend Halloween is always exciting for the dress-up industry, giving customers the opportunity to celebrate across three days. “From trick-or-treating to house parties and big events, a Friday Halloween opens multiple dress-up and décor opportunities for the whole family,” she says. In preparation for this year’s Halloween weekend, Smiffys has launched a new range filled with unique designs, cost-conscious options and on-trend accessories. Alice adds that Christmas is another key season for the company, with many dress-up opportunities including nativity plays and Santa visits.

Rubies’ head of Portfolio and Marketing, Fran Hales, points out that, apart from dates like Halloween and World Book Day, it is also highly important for suppliers in this category to maintain a year-round presence in the market. “While we do see seasonal uplift during peak events, we have shifted our focus to cater to customers with diverse interests and preferences throughout the year,” he says. “From tapping into emerging markets like Easter to offering toyetic products that bring joy and entertainment during the summer months, we strive to engage our audience with compelling costume options throughout the year.”

Smiffys’ Alice Smith tells us that, although key holiday such as Halloween help boost sales, there are plenty of other dates in the calendar that call for a costume.

“Summer offers themed festivals, Pride celebrations, weddings and sporting events,” she says. “Christmas gifting and themed New Year's Eve parties are key winter events, and in spring, Carnival is celebrated throughout Europe. Easter also continues to grow as a season for us at Smiffys, and school dress-up days, themed parties and at-home play are year-round, making our dress-up range an evergreen product.”

High profile movie and series releases can be pivotal, as kids (and kidults) want to dress up like popular characters in the spotlight. Major Hollywood blockbusters such as the recently released Disney’s Lilo & Stitch live-action, Superman arriving in cinemas

this month, and the highly anticipated Wicked: For Good sequel coming out this November, bring plenty of licensing opportunities for costume manufacturers to capitalise on this year.

Rubies will be releasing an all-new Superman collection of costumes designed to transform fans into the legendary superhero. “The anticipation for our Superman movie costume collection has reached an all-time high, setting the stage for a blockbuster season ahead,” says Fran. “Meanwhile, our TMNT costumes have enjoyed a successful launch, resonating with fans of these iconic heroes in a half-shell, and we’re also expecting our new Toothless costumes to be in-demand with the expected surge in popularity for the How to Train Your Dragon movie. For pre-schoolers, our Bluey line is performing incredibly well, and we expect big things from the return of Paw Patrol to our portfolio.”

Blues Group’s Christina Cockill has also seen tremendous popularity surrounding Disney’s Lilo & Stitch live-action movie. “Dress-up products tied to Stitch’s character have performed exceptionally well, with strong consumer engagement and consistent sell-through across key retailers,” she comments. “Importantly, cross-category promotions—where dress-up is paired with toys, accessories, or homeware—have proven especially effective. These activations not only create retail theatre but also drive increased footfall and basket size, reinforcing the value of a cohesive licensed offering.”

Readers are invited to flip through the following pages to find out about the latest products and advancements within the dress up and Role Play space from a multitude of different suppliers.

Dress up & Role Play

Wow! Stuff

01902 390 428 | www.wowstuff.com

Wow! Stuff delivers an instant transformation with its innovative range of Harry Potter toys and accessories, which has been designed in collaboration with Warner Bros. Discovery Global Consumer Products (WBDGCP).

An evergreen staple in the company’s ground-breaking portfolio, the Harry Potter collection offers retailers a year-round gifting solution for leveraging the continuing consumer fandom.

The latest addition to the range is the Deathly Hallows Collection, a deluxe box set featuring the iconic Invisibility Cloak, Elder Wand and Resurrection Stone Ring. The Cloak is a true replica with special effect lining that, when paired with the free downloadable app, lets users appear invisible on-screen, allowing budding wizards to save and share their illusions using a smartphone or tablet (not included). The Elder Wand adds to the spellbinding experience, enabling duels, Patronus casting and more via a bonus lightpainting app, with a handy phone stand included for picture-perfect shots. Completing the set, the Resurrection Stone Ring features a striking gold metallic finish and is a tribute to one of the most powerful magical artefacts amongst wizards.

Perfect for inspiring spellbinding role-play, Wow! Stuff’s range of Lumos Wands lets children fully immerse themselves in the magical world of Harry Potter. Compact and portable, the Mini 6” Wand is perfect for smaller hands and available in three designs - Harry Potter, Hermione Granger and The Elder Wand. While the Mystery 7” Wand offers the added excitement of a surprise reveal from six-character favourites, aspiring wizards can level up with the Light Painting Wands (7” and 14”), using the free app to create and save magical light effects. The Lumos Wand Deluxe delivers a premium experience featuring multi-coloured LEDs, three spell modes and a collectible spellsheet poster.

Essential for magical make-believe, the Toy Of The Year-winning Invisibility Cloak is a standout dress-up hero. With accurate movie detailing and special effects lining, it works with a free app to let users appear invisible on screen. Simple in-app prompts make it easy to capture spellbinding photos and videos (smartphone/tablet not included), while a tabletop phone stand ensures hands-free filming.

To complete the look, Wow! Stuff offers a range of immersive accessories and props perfect for Halloween and year-round role-play. Each item brings costumes to life and enhances the imaginative play experience, and includes: a Mystery Flying Snitch that flutters through the air with lifelike motion thanks to the delicate aramid thread and patented activators to create the illusion of flight; Tom Riddle’s Diary revealing hidden messages via UV ink; the Marauder’s Map & Wand Set to uncover secret passages; and the Mischief Managed Diary for recording mischievous adventures.

Designed in collaboration with global conservation charity, ZSL, The Puppet Company’s Jumbo Friends puppets have been designed to let kids enter a world of adventure. The stunning puppets feature bold expressions, captivating eyes and movable jaws, perfect for bringing stories and wild encounters to life. These unique puppets are a real storytelling powerhouse, ready to inspire imagination, promise adventure and create unforgettable play.

There are six animals to choose from in the range: from the stunning Tiger with its eye-catching stripes and powerful stance, to the gentle yet aweinspiring grey Elephant with its impressive ears, trunk and tusks. There is also a Giraffe, a Gorilla, a Red Panda and a Lion. Suitable from 12 months, these endearing and impressive puppets are perfect for

Featuring a fully movable mouth and impressive attention to detail, Jumbo Friends have expressive features and impressive size. They are ideal for both children and adults, creating a true wow-factor. The puppets are great for encouraging imaginative play, creativity, role-play

This collection aims to raise awareness of the vital wildlife work that ZSL does at London and Whipsnade Zoos, as well as its conservation projects in more than 80 countries around the world. The collections are produced as sustainably as possible, with over 45% recycled materials, and like all products from The Puppet Company, they have been manufactured to the highest possible safety and quality standards, ensuring they last a lifetime.

Dress

MGA Entertainment

0845 0533 333 | www.mgae.com

For over 50 years, Little Tikes has been a leading brand in the role-play category with products that help children to develop their imagination and communication skills.

One of the brand’s most iconic toys, the Little Tikes Gas ‘n’ Go Mower, mimics real mowing with mechanical sounds, a clicking key, popping beads and movable throttle element which promotes motor skill development and active play both indoors and outdoors for children aged 18 months to six years.

Little Tikes’ First Appliances range brings realistic kitchen role-play to life, inspiring kids to learn by copying their parents and encouraging imaginative role-play rooted in everyday life. For little laundry lovers, the First Washer-Dryer includes a tumbling drum, sliding detergent drawer and realistic sounds like beeps and spinning cycles, encouraging responsibility and creativity through play. It conveniently stores all of its 11 accessories for easy clean-up. The First Fridge features dual French doors, a working 'ice' dispenser, lights and sound effects like crushed ice and water dispensing – just like the real thing. The Little Tikes First Dishwasher delivers realistic role-play with features like a working door, detergent drawer, lights, sounds and clicking knob. The Little Tikes First Dishwasher includes 14 accessories and is perfect for small spaces. These toys make everyday chores fun and educational, ideal for children aged 24 months to five years.

Little Tikes will also be expanding its fan-favourite Creative Chef line this year with new licensor partnerships. MGA Entertainment is a Top 5 supplier of toys within the Role-Play category, and the My First Washer & Dryer and Gas n Go mower role-play items sit within the Top 10 best-selling items YTD April.

Smiffys’ costumes help children bring their favourite characters to life and develop imagination and communication skills. Known for high quality, value for money dress-up, Smiffys’ wide range of costumes and accessories caters to all themes and occasions.

Launching in time for Halloween, Smiffys has added to its costume collection for 2025 with more than 200 new lines. This Halloween will see new matching family costumes, including easy-to-wear unisex ponchos for adults and kids, available in multiple styles such as a classic Pumpkin and digitally printed Voodoo Skeleton designs. Witches remain a favourite for Halloween dress-up, and this year sees new designs launching for children. The new Punk Witch costume for kids is a fresh take on a classic with mixed fabrics including tartan and mesh. The costume also features zip and patent details. In contrast, the new Good Witch costume features a frilled, mesh dress with metallic details in a pink tone. Finished with an ombre skirt, contrasting green star print and coordinating hat, this costume is set to be popular this season.

New children’s licensed ranges are set to launch later this year, following new additions to Smiffys' collection. Dragon Ball Z debut collection features Goku costumes for kids and adults, with the character’s signature orange jumpsuit and spiked black hair. Also available in ‘mini me’ styles, costume kits from the classic movie Zorro allow customers to instantly transform into the

Smiffys is entering the world of Dr. Seuss with the new collection launching soon. This debut range will feature well-loved favourites from Dr Seuss books, perfect for Book Day and Christmas. The Cat in the Hat range includes all-in-one and dress styles for children and adults, featuring the iconic striped, red & white hat, as well as the perfect partner costumes - Thing 1 & Thing 2. The Grinch is a favourite festive character, and this new costume range is a striking addition to Smiffys’ Christmas collection, featuring a variety of The Grinch dress-up costumes and accessories straight out of

@bluesgroup #myblues tania@bluesgroup.co.uk +44 (0)1621 859119

Dress up & Role Play

Casdon

01253 766 411 | uk@casdon.com

Casdon, renowned for creating miniature versions of household favourites, is expanding its licensed portfolio this summer with a new collection in collaboration with the iconic brand Heinz, bringing everyday items into the world of imaginative role-play.

Staying true to its ‘live playfully’ ethos, the new range features six engaging role-play food toys designed for children aged two and above. The line-up includes the American Diner Set, Fish & Chips Takeaway Set, All-Day Breakfast Set and the Beans and Hoops Make and Play Set – each created to inspire creativity, imagination and hands-on learning through play.

Innovative elements, such as flip-n-dip sauce pots and the signature Heinz Tomato Ketchup bottle with a surprise squirty sauce, offer hands-on fun while supporting the development of motor and social skills, as well as creativity.

True to Casdon’s signature style, the range has been designed in close partnership with Heinz and mimics recognisable products including tins and sauce bottles, adding authenticity to play kitchens while encouraging imaginative role-play and early meal prep skills.

Casdon’s Heinz range is set to launch this summer, backed by a strategic PR and marketing campaign leveraging influencer collaborations to drive awareness and engagement.

www.learningresources.co.uk | salessupportuk@learningresources.com

With over 40 years of expertise, Learning Resources creates high-quality play food sets that inspire creativity and learning through hands-on play.

The new Sprouts range offers retailers a vibrant collection of engaging play food sets, featuring both familiar favourites and global foods that encourage diverse play. Tacos, sushi and other international options inspire children to explore new roles and expand their vocabulary, whilst classic choices like ice cream, healthy snacks, or vegetables connect to everyday life.

Young shoppers will love browsing and serving fresh produce with the New Sprouts Farm-to-Table Fresh Market set, complete with realistic foods and a box that doubles as a play set. The New Sprouts Taco Night set lets little chefs assemble tacos, dip pretend chips in salsa and host a playful food fiesta.

The New Sprouts Prep ‘n Store Kitchen Island, perfectly sized for young children, includes play foods and accessories for instant kitchen fun. At the Swirly Scoops Ice Cream Shoppe, children can scoop child-sized cones and create sweet treats for friends, designed for compact countertop play.

Child-sized foods make role-play immersive, letting young children mimic adult tasks like cooking or serving, boosting both fun and learning.

As a trusted brand, Learning Resources ensures all play food sets are made from durable, high-quality materials, finished to the highest standards, are easy to wipe clean and are made to withstand enthusiastic play.

In 2025, the company is partnering with trade customers to create tailored marketing campaigns for online and in-store promotions. To learn more and explore collaboration opportunities, visit Learning Resources’ official website or contact the team via the details above.

Dress up & Role Play

Simba Smoby UK

01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com

Simba’s Smoby collection continues to offer something for creative, role-playloving kids.

The Black and Decker Bricolo Workbench is a refreshed high value line that comes complete with workbench, multiple tools and plenty of nuts, screws, nails and more –a total of 78 accessories. This licensed roleplay line features a new, more modern and functional structure, and each tool is a perfect replica of the real thing, just like the one in mum and dad’s shed.

Now with a lower RRP and a fresh new pastel colourway inspired by cosmetics, the Smoby My Beauty Centre has been designed for budding makeup artists. Children can also take on the role of hairdresser or salesperson with this fun play area. The centre combines three activities in one, offering children hours of imaginative playtime as they make use of the dressing table’s tilting mirror, shampoo area with basin and merchant counter with a cash register. The Beauty Centre play set is made from 66% recycled plastic.

Little ones can use the Smoby Barber’s Toolbelt with their own set of hairdressing tools all neatly arranged in a handy clip-on belt. The 10 hairdressing accessories are ideal for imaginative play; children can ‘cut’ mummy and daddy's hair and will enjoy playing with the electronic trimmer and hairdryer with real sound function.

The Smoby Stitch Kitchen comes in the recognisable soft blue, purple and sand coloured palette, with Disney Stitch character graphics. This all-in-one kitchen station will let kids cook up a feast, plate it up and then wash up the dishes. It comes with kitchen accessories for inspired fun.

For pretend play parenting, the Maxi-Cosi range is now styled in new contemporary colours. The collection includes a Maxi-Cosi Car Seat in Blush Pink, as well as one in Beige. There’s also a Twin Pushchair in Blush Pink and a 3-in-1 Pushchair + Pram in Beige.

Rubies

0845 307 0707 | www.rubiesuk.com

Rubies has developed toyetic box sets featuring costumes and accessories for popular characters such as Captain America, Spider-Man, Batman and Barbie. The Batman dress-up box set includes an inflatable grappling gun, ideal for playtime and imaginative adventures.

As the world eagerly awaits the 2025 blockbuster release of the highly anticipated Superman film, fans of the iconic superhero can now channel their inner Man of Steel with the new Superman product collection from Rubies. From deluxe and classic costumes to kids’ capes and pet accessories, this collection is set to fly off the shelves and into the hearts of fans worldwide.

The 2025 Superman film release promises to be a monumental event, enabling retailers to capitalise on the movie’s momentum from release on 11th July and into Halloween. It is set to deconstruct and redefine the iconic Man of Steel, offering audiences a fresh and compelling take on the beloved character.

Capitalising on the immense anticipation for the film, Rubies has unveiled a range of Superman products that allow fans to immerse themselves in the world of Metropolis. The collection includes the Adult Deluxe Superman Costume, Kids Classic and Deluxe costumes and Superman Capes for all ages, all of which invite fans to embody their favourite superhero and take on the nefarious Lex Luthor alongside iconic allies like Green Lantern.

With an eye on the future and an unwavering commitment to honouring the Superman legacy, Rubies’ new product collection is perfectly poised to complement the 2025 blockbuster release. As millions of eager fans gear up to experience the reimagining of Superman's story on the silver screen, the Superman product collection stands ready to propel enthusiasts into a world of limitless imagination and adventure.

Blues Group

Dress up & Role Play

Character Options

0161 633 9800 | www.character-online.com | sales@charactergroup.plc.uk.

New content is coming for Mighty Morphin’ Power Rangers, and the revamped original series will land on Netflix this summer, driving a renewed thirst for all things Power Rangers. As the UK & Ireland’s exclusive distributor for the Playmates’ Mighty Morphin’ Power Rangers toy line, Character will be bringing fans a host of MMPR lines, available from August.

The MMPR Masks are perfect for dress-up. Kids and kidults alike will enjoy the Power Morpher Buckle and 5 Power Coins. Each Ranger’s Power Coin holds the power to transform normal teenagers into skilled fighters; they simply insert the coin for their Dinozord and hear their call. The Blade Blaster comes with more than 20 sounds and phrases. Once activated, the end of the Blade Blaster will light up as it blasts into action.

The Mighty Morphin Power Rangers Re-Ignition is a new and improved release of the classic 1993 brand for today's kids.

A true slice of British nostalgia, Bullseye became a cultural staple of the 80s and 90s with its unique blend of classic pub darts and quiz show excitement. Quirky, fun and full of unforgettable catchphrases, it's a beloved part of TV history.

Following the success of the 2024 Christmas special and the recent announcement of a brand-new 2025 series, Blues has teamed up with Bulldog to launch an exclusive dress-up range.

At the same time, the darts category overall has exploded in popularity. The sport has evolved, attracting serious athletes and reaching new levels of competition, while maintaining its unmistakable party atmosphere. With fancy dress, chanting crowds and iconic walk-on music, darts events today are bigger, louder and more entertaining than ever – perfect for the dress-up category.

Blues’ exclusive autumn/ winter 2025 collection captures the spirit of the show while adding a playful twist to every outfit—perfect for fans looking to relive the magic or bring a retro vibe to today’s party scene.

Users can get the laughs going with the hilarious Bully Piggyback Costume. Hands- and face-free, it's ideal for enjoying a night to the fullest, whether at a fancy dress party or cheering at a darts match.

The classic Wearable Bullseye Dartboard Costume comes with three Velcro balls for interactive play that brings the outfit to life. Perfect for games, competitions and unforgettable party moments.

The Classic Bully Darts Shirt Costume features an iconic Bully darts shirt, complete with character gloves and head. It’s a nostalgic nod to a fan favourite that’s sure to turn heads.

Blues has fantastic independent costume partners already on board to support the launch, and its new B2B website will showcase the full product line, while offering a seamless experience for trade partners. The company will also be firing on all cylinders across its social media channels to spread the word and engage with the community.

Blues boasts a full licensed portfolio which includes Magic Light, Elmer, Hungry Caterpillar, Traitors, Care Bears, Sesame Street, Peter Rabbit, Wallace and Gromit and Little Men & Miss, with a second drop of new designs coming in early 2026.

For sales enquiries, contact Christina Cockill via the details above.

www.justplayproducts.com uksales@justplayproducts.com.

For fans of Disney Stitch, Just Play UK’s portfolio this autumn/ winter offers the Disney Stitch Talking Mask. Kids can simply put the mask on and watch Stitch come to life in the room as they recreate the loveable alien’s mischievous antics.

This item has a kid-powered moving mouth that lends itself perfectly to online social media content. Stitch’s mouth moves in sync with the mouth of the person wearing it. The mask features 25 phrases and Stitch sound effects – including Stitch’s infamous phrases, like “Ohana means family”, “Achi-baba” and “Aloha”.

Allegedly

There was a time when Poundland was a thriving retail chain, and quite a few toy companies enjoyed good sales through the stores. Fast forward to 2025, and the retailer has just been sold for £1 – at least through its many trials and tribulations, it hasn’t lost its sense of humour. The purchaser of Poundland is Gordon Brothers, an investment firm which has promised to put up to £80m into the business to deliver the management-led turnaround plan. Despite a White Knight arriving to save the day, there will still unfortunately be casualties: around 100 of the retailer’s 800 stores are expected to close immediately, while robust rent renegotiations are taking place which could see further closures if agreement can’t be reached. Even if they succeed in getting those landlords to acquiesce, the 100 stores being closed will still result in thousands of jobs being lost. I guess you need to focus on the jobs saved to find the positive in the story. So, the big question remains, can the chain be turned around? The UK retail landscape is very different now to when it launched: there is far more competition in the value sector from the likes of B&M and Home Bargains, plus the seemingly inexorable rise of discount grocers Aldi and Lidl. Maybe it’s time for a drastic rethink on the basic concept of Poundland – after all, not everything in the store costs £1 anymore, and even the lines that do are getting increasingly scarce. The clearance parcels it used to secure to bolster regular lines have largely dried up, and it feels hemmed in by its own name. I look at the success of Five Below in the USA and wonder if a new model based on that approach might give Poundland scope to deliver a more compelling product mix? And if that happens, more toy companies would be able to trade with the chain again – pocket money is a very successful category for High Street retailers (who is going to order those items online?), and there is no reason Poundland couldn’t carve out its own niche in this area…

Another well-known retail name experiencing its own share of challenges is Toys R Us. I gather that its US business is improving, but sadly the same can’t be said for the Australian operation, with reports suggesting that the retailer has gone into administration. It is no secret that the business had been attempting to recapitalize, but it seems to have run out of road to make that happen. When the Australian business also took on the Toys R Us franchise for the UK, an Australian analyst got in touch with me to ask questions about the UK retail landscape, and in return offered to keep me up-to-date with what was happening in the Australian market. I expressed my doubts from the outset, especially when it came to the suggested move into physical retail: I proposed to the analyst that this would likely involve a tie-up with an established brick and mortar retailer. The problem was that The Entertainer has already cherry-picked some of the most likely candidates, leaving Toys R Us with a questionable field from which to choose. The Australian analyst was equally sceptical about the plans for expansion down under. Toys R Us had risen to prominence in Australia during the pandemic, when consumers were far more invested in online shopping. Once the pandemic was over, he felt it limited their potential for growth. The arrival of Amazon in Australia didn’t help, even if it hasn’t hit the giddy heights it has elsewhere. But the big plan was to expand into physical retail, and that was where the analyst felt they would need a huge injection of capital – at a time when lenders were nervous about putting big money into retail. I suspect the recent turn of events marks the culmination of the challenges we were speaking about several years ago. The analyst once said to me that he felt “the money would run out one day.” It seems he was sadly accurate in his assessment…

By the time January rolls rounds, it sounds like parts of the revamped Olympia complex will be open. I was reading about some of the new facilities recently, and they sound fantastic – including Britain’s largest Italian restaurant and a two-level 15,000 sq ft bar (Arbour), plus additional hospitality outlets. Even if the impressive rooftop bar may not be quite the draw in January that it will be in summer, the whole venue sounds amazing. These new outlets are due to open in phases between late October ’25 and June ’26, so we should hopefully get a taste of what’s to come next year before everything is in full swing by the time of the 2027 event. I think this will give a tremendous boost to the show: Licensing Expo in Vegas has seen the benefit of keeping many visitors under one roof from morning to late night, and we all know how popular Harrogate is for trade shows for the same reason. Going forward, there will be the opportunity to visit bars and restaurants where you’ll bump into numerous industry friends and colleagues – and who knows, it may even give us the chance to reconfigure the Toy of the Year and Retailer of the Year awards into something more prestigious. I still find it bizarre that the main awards which truly matter within the UK toy industry don’t have a ceremony befitting their status, while other less relevant awards can manage to put on events on a grander scale. Maybe the Olympia revamp will allow a rethink…

After years of noticeable absence, *some* Pokémon lines will shortly be appearing in Tesco / The Entertainer (the focus will apparently be on specific characters that have been deemed acceptable). I also can’t wait to see the new The Entertainer ‘Generation 5’ store at Bluewater, which features one of only 10 Pop Mart vending machines in the UK. Lego and Pokémon both in-store, a Pop Mart concession… things are certainly changing at The Entertainer…

Our granddaughter Poppy attended her first official toy/ licensing event last month. She joined various celebrities at The Barbican for the launch of the new Dora range of products and had a great time – thanks to the Paramount team for the invitation. The fact she bears more than a passing resemblance to Dora makes the photos even cuter. All we have to do is get her to smile and put her thumb up for the camera and Nick Gibbs McNeil and his brood will have to look out – there’s a new generation in town!