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.

As 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.

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.