Feature - Wheeled Toys

Wheelie excited for summer

Suppliers in the Wheeled Toys category have developed a wide array of product for children of all ages and sizes to match demand, from balance bikes and scooters to skateboards, ride-ons and bumper cars. Toy World’s Caroline Tonks explores the category’s potential beyond the summer months and looks at what suppliers are doing to keep it thriving.

The summer sun has arrived in the UK, and with it comes an influx of children outdoors on their bikes and scooters. A staple of so many children’s childhoods is learning to ride a bike. From their first moments on tricycles and training wheels, to slowly moving up to a ‘big kid’ bike as parents stand by watching them take off down the road, ready to catch in case there’s a topple. These memories bring back laughter and smiles (and maybe even some scraped elbows and tears), but at the end of the day is a big milestone in a young person's life. Wheeled Toys suppliers are doing everything they can to continue bringing these moments to new generations, with a host of products designed to help kids move and stay active at all times of year.

While Wheeled Toys thrive in the summer months, allowing kids to fully embrace their time outside in the sun, they also have massive potential as a year-round product. Breaking out of their traditional "summer-only" role, Wheeled Toys are a popular mode of transport to get to and from school, with kids zipping along pavements on their scooters and bikes.

Highlighting this usage, Micro Scooters UK has reframed its product story for consumers. “A Micro Scooter isn't just a summer toy; it’s a tool for independence, a shortcut to school and a way to turn daily journeys into mini adventures,” says Ben Gibson, managing director. “We invest in education, not just advertising: teaching parents and kids that scooting is faster, cheaper, healthier and a lot more fun than being driven everywhere. Wheeled toys are becoming a movement category, not just a play category. Movement is the new wellness, and scooters are now part of bigger conversations about physical health, mental wellbeing, independence, sustainability and urban living.”

“If your product only exists in the customer's mind as a holiday treat, you're leaving 75% of your opportunity on the table,” he adds. “There’s no doubt summer brings a spike in sales. But the real win comes when you stay in the game all year. With clever positioning and the right product mix, we see sales stay much more stable across autumn and winter months. The market's future isn't just in seasonal highs; it's in staying useful, desirable and relevant for 12 months of the year.”

Hy-Pro shares this mentality, with Vinny Iaciofano, Commercial manager, sharing: “We promote our scooters as a fun, healthy and sustainable mode of transport for school commutes and weekend walks, helping increase interest in our products beyond the summer months.”

The outdoor wheeled goods sector at MV Sports has had a flying start to 2025, with new and evergreen licences performing ahead of last year. Affordability remains key for customers and end-consumers alike, and MV is maintaining its price points. But with affordability comes the responsibility of not stinting on quality.  Chloe Bagshaw, Product Development manager, explains: “I think our products strike that balance between price and quality. We have consciously always produced high quality toys, and we are seeing that customers are willing to pay that little bit more when they know the product will last for as long as the child uses it.”

“I think there has been buyers regret over the last couple of years where customers have chosen to go as cheap as possible and then paid the consequences and seen their purchase literally fall apart in front of their eyes. MV has always tested to the highest standards as we would never compromise on children's safety.”

Micro Scooters UK has found that parents are ready to pay for quality if it means better safety, durability and ease of use. Its balance bikes are lightweight and low-risk products with strong year-round demand. Parents see balance bikes as a smart investment in child development, not as just a toy, and they offer repeat opportunities as customers move from balance bike to scooter to stunt scooter. The new Balance Bike Lite sits nicely alongside Micro’s award-winning Mini Micro, 4-in-1 and Trike ranges.

Companies are breaking away from the traditional mould of Wheeled Toys and finding ways to incorporate new aspects that are fun and fresh. One example of this is harnessing the power of technology. With its Zinc scooters, Hy-Pro has used smart tech integration like LED lighting and Bluetooth connectivity, and the range even features Super LED options with 20 light functions and big wheel light-ups. Vinny explains: “Looking ahead, lighting and smart features are expected to further shape the category, so our emphasis will continue to be to build great scooters so that our customers can keep having fun making memories.”

One For Fun’s Bubble Scooters are simple to get moving; all they need are some batteries and some bubble solution. As children take off, a trail is left in their wake, filling the air with hundreds of bubbles. The three-wheel design is sturdy and easy to steer, with adjustable handlebars which are easy to grip for safe scooting, and the deck is designed from non-slip material.

United Wheels’ Huffy brand is combining technology with role play for its Disney Frozen Ice Cream Cart Ride-On. This battery-powered vehicle delivers brand-led play and is a key line for United Wheels’ licensed ride-on ranges. “There’s a strong demand for products that offer something extra,” says Glenn McGrath, Marketing manager EMEA, United Wheels. “Our new Disney Frozen Ice Cream Cart taps into role play and imagination, not just movement. Wheeled toys are evolving beyond traditional formats; play value is becoming just as important as ride value.”

Licensing opportunities are prominent throughout the category, with children looking for their favourite characters to be a part of their outdoor adventures. Licences play a big role in the Micro Scooters portfolio, and Ben tells us the company is selective in choosing which licences to work with. “For example, our collaboration with The Gruffalo taps into storytelling and parent nostalgia, not just a logo on a deck. If you are going to utilise a licence, it has to add emotional value, not just marketing noise.”

MGA Entertainment’s Little Tikes Cozy Coupe is marking nearly five decades of creating cherished memories. Little Tikes has recently teamed up with BBC Studios for a new collection of Bluey-inspired toys, including the Bluey Grannies Car Coupe, inspired by the Bluey episode “Grannies” (Season 1, Episode 28). This Cozy Coupe features Bluey colours and comes with Bluey decals for little ones to decorate their new coupe, as well as Grannie glasses, a faux can of baked beans and more.

Also taking pride of place in MV Sports’ new collection of outdoor toys across its MoVe range, the new Bluey 4x4 Ride-On is a standout seller and offers an ideal first riding experience, complete with chunky, deep tread tyres for grip, a working horn and sound effects for added role play value.

Chloe says: “We are seeing much greater demand from ride-ons in general, and last year we had huge success with our foot to floor Bobble Bikes and licensed ride-ons. Almost nine months ago, we launched our first bumper car which sold out before Christmas. Taking the hint, we launched an array of licensed bumper cars which also sold out quickly and have seen repeat orders many times since. We also have increasing interest in 4x4 licensed vehicles , from our newer Stitch and Bluey quads, right through to Vespas and motorcycles.” Another popular licence for MV is Spidey and His Amazing Friends. The Spidey Tilt & Glow Scooter is packed with features, including a light-up stem, motion-activated LED wheels and responsive tilt and turn steering.

“Licences remain one of the strongest ways to grab attention at shelf level and online,” explains Glenn. “Our Disney Frozen, Disney Princess and Minecraft helmets are great examples—they combine safety with characters kids love.” United Wheels’ new range of licensed helmets also features designs from Spidey, Minnie Mouse and Stitch, and is an ideal cross-sell for retailers and an easy win for parents and gift buyers.

Licences aren’t the only designs capturing kids’ attention, however. Unicorns and dinosaurs remain tried and true options for young riders, with suppliers like Wilton Bradley and One For Fun offering up fun products.

Wilton Bradley’s brand-new Xootz Unicorn and Dinosaur Ride-on Bumper Cars are designed with the utmost attention to safety and fun. The Unicorn has a light-up horn, and comes with a hairbrush and carrot accessories, encouraging interactive play and fostering a sense of responsibility.

One For Fun has a broad range of products with Unicorn or Dinosaur designs. Its brand-new Flashing Trail Twist scooters feature striking three wheeled designs – children just need to lean to change direction. Unicorn Dreamland and Dinosaur Expedition Flashing Wheeled Scooters are also available this summer. As children start to scoot, the wheels begin to flash, and each scooter has adjustable handlebars and fold flat function. Success for skateboarding in the mainstream sports arena has promoted new generic boards which are all available in different sizes. Ozbozz plastic skateboards continue to be popular and there are Princesses, Dragons, Dinosaurs and Space themed boards, available in packs of six single designs.

Across the upcoming feature, Toy World takes a look at the latest Wheeled Toys that will be hitting shelves, from balance bikes and trikes to scooters, ride-ons and more.