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.

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.

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.

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.