Toy World Magazine May 2025

John Baulch - @Baulchtweet

from thepublisher

I’ve been quite busy with this bumper May issue and the two wonderful supplements which accompany it over the past few weeks, has there been anything going on in the big, wide world that I should know about…?

Only joking, of course. Rewind back a few short weeks: it was a nice quiet spring day. The sun was shining and the latest Pokémon launch had queues forming outside toy stores. All was calm and well in the toy world. And then… bam! So-called ‘Liberation Day’, which may as well have been called ‘global economic shock day.’

Since that fateful day, it has been impossible to avoid hearing or reading about the chaos caused by Trump’s tariff strategy (although arguably calling it a ‘strategy’ is being a little generous). Global stock markets plummeting as panic took hold was bad enough, but when the US bond market came crashing down too, it was the final straw. Trump was left with little choice but to cave… hard. A 90day postponement of the introduction of new tariffs was warmly welcomed. The pause applies to most countries… except China. So, unfortunately, as that is where the vast majority of toys are still made, the toy community is still in a precarious position.

Despite market turmoil, Trump seems determined to engage in a trade war with China. Quite what the end game is, however, remains up for debate. Does he genuinely believe toy companies, for example, will set up factories in the US to make goods for the domestic market? Everything I have learnt about the toy trade in the last four decades suggests this is a rather fanciful notion. Apart from the logic of investing in building a factory when

once, wouldn’t it be nice to have a boring, normal year?! Because, frustratingly, 2025 was looking set to be a good year for the toy market. Retailers have enjoyed a decent Q1, with some standout launches performing well. There was – and still is – a sense that the UK toy market is in a respectable position as we approach the summer. There are some huge toyetic movies on the horizon. We just have to hope that what’s happening on the other side of The Atlantic doesn’t throw us off course.

As ever, the best thing we can do is focus on the things we can control, and hope for all of this to blow over as swiftly as it blew up in the first place. Here in the UK, anticipation is building for the Toymaster May Show in Harrogate. Team Toy World will be out in force, and if you’re planning on visiting the show (and why wouldn’t you be?), our standalone 84 page Toymaster Preview Supplement will give you all the latest information on which companies will be exhibiting and what new ranges they’ll be showcasing. It’s the perfect way to prepare for your trip, so I hope you enjoy our round-up of all the best companies and products to check out at the show.

The same goes for licensees and retailers heading to Vegas for Licensing Expo – if you flip this issue over, you’ll find our guide to the show and a host of other licensingrelated content in our latest Licensing World ‘issue within an issue’. Mark Austin will be flying the flag for the Toy World team in Vegas – it’s a tough job, but someone has to do it.

And if that wasn’t enough, we are also delighted to bring you a special supplement looking at the forthcoming Lilo & Stitch movie. We’ve collaborated with Walt Disney Consumer Products to delve into the world of Stitch and highlight the best licensed products that will be landing on shelves in the coming weeks to excite fans of every generation.

All in all, there is a lot to feel positive about - and I am sure that the toy market is once again going to show its mettle when its collective back is against the wall. As ever, we will do our best to keep everyone up to date with every twist and turn.

I hope you enjoy this packed issue and supplements, and a HUGE thank you to all of our advertisers for your fantastic ongoing support, as we appreciate we are living in unpredictable times. But then again, every selection, every order and every partnership is more vital than ever right now, and Toy World puts you front and centre with the retailers who are making those make or break decisions. I am sure those companies which are maintaining visibility will reap the rewards in the short and medium term. See you in Harrogate.

WHSmith sells high street business to Modella Capital

The deal taking place later this year will see WHSmith’s 480 high street stores, employing around 5,000 staff members, transitioning under Modella, with the current high street boss, Sean Toal, set to lead the newly formed retailer. The stores will temporarily operate under the WHSmith brand before transitioning to TGJones. This sale does not include the WHSmith name, ensuring the brand remains exclusively linked to its travel retail division, which continues to expand across airports, train stations and hospitals in 32 countries.

Group CEO, Carl Cowling, told Retail Gazette: “As we continue to deliver on our strategic ambition to become the leading global travel retailer, this is a pivotal moment for WHSmith as we become a business exclusively focused on Travel.”

As the company’s Travel business has grown, the UK High Street business has become a smaller part of the WHSmith Group, however, Carl Cowling said it is profitable and cash generative with an experienced and high-performing management team.

“Given our rapid international growth, now is the right time for a new owner to take the High Street business forward and for the WHSmith leadership team to focus exclusively on our Travel business,” he added. “I wish the High Street team every success.”

The Entertainer and the Lego Group renew partnership

Hundreds of much-loved Lego products are now available in The Entertainer stores nationwide, as well as in Tesco stores as part of the toy retailer’s long-term partnership with the UK’s leading supermarket, bringing Lego products to millions of shoppers across the country. Customers are also able to shop the range online with The Entertainer, where they can choose between home delivery as well as The Entertainer’s market-leading, 30-minute Click & Collect proposition.

The Lego Group’s renewed partnership with The Entertainer means a wide selection of Lego sets will be available in the retailer’s stores. Families can look forward to best-selling new F1 cars, the vibrant worlds of Lego City, Friends and Creator, as well as popular licensed themes including Star Wars, Disney and Fortnite.

Brian Proctor, chief product officer at The Entertainer, said: “Lego products spark joy and inspire creativity – something we’re committed to offering shoppers in our 160+ stores nationwide, as well as online and through our retail partners. We’re thrilled to renew our partnership with the Lego Group and are confident that the iconic brand’s timeless classics and new releases will be incredibly popular with our customers. With exciting new launches and promotions planned and a wide range of beloved products to discover, there’s something for every Lego fan to enjoy at The Entertainer.”

Christian Pau, vice president, general manager for UK & Ireland at the Lego Group, added: “We are delighted that our products will be available on the shelves of The Entertainer and Tesco stores and for customers to experience the power of play through the diverse ranges on offer, from the creativity of Duplo to the engineering challenges of Technic.”

Zuru recognised with two supplier awards by Walmart

Zuru has been honoured with Walmart’s prestigious Consumables Supplier of the Year award. In addition to this top recognition, the company has also received Walmart’s Excellence in Price Award and was nominated for Toy Supplier of the Year. Zuru’s Award Winning brands like Bunch O Balloons, Mini Brands and XShot lead the toy world, while Monday Haircare, Daise Beauty, Rascals, Nood, Bonkers and Gumi Yum Surprise are redefining FMCG.

“We are deeply honoured by Walmart’s recognition,” said Nick Mowbray, co-founder and co-CEO of Zuru Group. “Our commitment to our partnership with Walmart and its customers is unwavering. The Walmart partnership continues to be a cornerstone of our global strategy, and we’re just getting started.”

What began as a small New Zealand start-up has transformed into a global powerhouse that now employs more than 5,000 direct and indirect staff across 30 locations. Zuru is a disruptive and award-winning company that got its start in the design, manufacturing and marketing of innovative toys.

Zuru has built on this success with growth into new categories, with Zuru Edge brands which include consumer products in beauty, wellness, pet care, baby care and more.

Recognition at Walmart’s recent Supplier Growth Forum follows other recent accolades for Zuru, highlighting the continued global recognition of this New Zealand success story and cementing its position as a world leader in toy and consumer goods innovation.

PMI Kids’ World celebrates 30 years in the toy industry

PMI Kids’ World is proudly celebrating its 30th anniversary, marking three decades of groundbreaking success in the toy industry. Founded in a small Tel Aviv office in 1995, PMI started with collector cards before expanding into licensed toys, which were initially shipped only domestically. It wasn’t until 2014 that PMI began exporting internationally, and that year at the Nuremberg Toy Fair, the company showcased its growth, evolving from a modest 1-metre booth into a much bigger 150-square-meter, double-story exhibit.

PMI has become a global leader in toy design, manufacturing and distribution, bringing some of the world’s most iconic toys to market. Today, it ranks as the third-largest company worldwide in video game toy products and, according to Circana (2024), is the fastest-growing company in the action figures and collectibles category in the US.

From Pokémon and Power Rangers to Minecraft and Brawl Stars, PMI has played an instrumental role in shaping the toy and collectibles market, setting trends and delivering engaging, high-quality and affordable products to children and collectors alike. Today, its extensive brand portfolio includes Sonic, Fuggler, Creature Cases, Naruto and many more.

Founder and chairperson Boaz Dekel has guided the company from its inception, expanding PMI’s global presence while staying true to its core values of excellence, integrity and social responsibility. In February 2024, his son, Omer Dekel, stepped into the role of CEO, leading PMI into its next chapter of growth and innovation.

“Reaching this 30-year milestone is a testament to the passion, dedication and hard work of our team, partners and loyal customers around the world,” said Omer Dekel. “PMI has always been about more than just toys; we create experiences, encourage imagination and bring the hottest toys to millions. But more than that, PMI is a family, and every stakeholder –our employees, partners, and customers – are a part of it. We treat our entire network with the same care, respect and commitment that have driven our success.”

As PMI enters its fourth decade, the company remains focused on expanding brand partnerships, diversifying its portfolio and enhancing its product offerings while strengthening its global presence.

Tim Mulhall announces departure from Rubies Masquerade

Tim Mulhall, CEO at Rubies Masquerade since 2023, has announced his departure and is actively seeking his next leadership role within the toy industry.

Tim joined the company during a significant transition and period of widespread change. During his tenure at Rubies, Tim successfully stabilised the business, identified acquisition opportunities and laid down the strategy the company is following to maintain its market leading position. A spokesman for Rubies said: “From the outset, Tim approached these challenges with resolve and professionalism, as we navigated a critical phase of transformation within both the business and the wider group. We thank Tim for his hard work, commitment and service during his time with Rubies, and we wish him all the very best for the future.”

Reflecting on his next step, Tim stated: “It’s been a pleasure working with the UK and European teams at Rubies."

As he explores new opportunities, Tim emphasised the wealth of knowledge he brings to the table, including a deep understanding of international business, manufacturing processes and strategic change management. A specialist in delivering profitable sales growth, he is well prepared to drive meaningful transformation across any company in the industry.

Potential employers and clients can connect with Tim through his LinkedIn profile at www.linkedin.com/in/tim-mulhall or via email at tim@mulhall.me.

Generation Media hosts first-ever gaming insights event

Early April saw the launch of Generation Media’s first dedicated gaming event, Game On: Unlocking the Why, held at the Samsung Ads EMEA amphitheatre and streamed live to an online audience. Designed to explore the motivations, behaviours and insights that shape how players interact with games and marketing, the event brought together industry leaders across media, publishing, research and platform partners.

Moving beyond surface-level audience profiling, the event focused on the importance of understanding why players engage, wishlist, purchase – or disengage entirely. Attendees gained actionable insights into how marketing can be refined, timed and targeted more effectively in an increasingly fragmented and competitive landscape.

Key takeaways from the day included:

• Demographics aren’t enough. Audience motivation is emerging as a crucial layer in campaign planning, providing deeper context around player decisions and behaviour. When aligned with promotional timelines, this understanding can drive more impactful results.

• The gaming audience has evolved. Over the last 20 years, the composition of gamers has changed significantly – both in terms of demographics and how they consume content – which demands a more adaptive marketing approach.

• Discoverability is still a major challenge. A standout panel featuring voices from IGN, Future PLC, Reddit, Jingle Jam, and Samsung Ads underscored how media platforms directly influence visibility and wishlisting – key moments in the path to purchase.

• TVs are no longer just for watching. Data from Samsung Ads revealed how younger gamers are using connected TVs to stream, browse and engage with content in ways that influence gaming discovery and purchase decisions.

• AI can enhance creative – but human oversight is essential. A session led by the founder of Portal Studios outlined how AI tools can streamline creative production without replacing human insight, vision and storytelling.

• Influencer strategy needs community thinking. Experts from Bastion highlighted the importance of treating influencer marketing as a long-term community engagement tool, not just an awareness lever.

• Wishlists are dynamic, not passive. Bespoke research from Giraffe Insights revealed that 39% of gamers remove titles from their wishlists due to waning interest – highlighting the need for sustained engagement throughout the pre-launch journey.

• Feedback that gives back. Generation Media pledged to donate to GamesAid based on the volume of post-event feedback received, reinforcing its ongoing commitment to giving back to the community.

Greg Weller, head of Gaming Partnerships at Generation Media, commented: “This event reflects our ongoing commitment to ensuring that every partnership we have within the gaming space is as effective and efficient as it can be. By staying close to the latest trends, behaviours and technologies shaping the market, we can continue to challenge assumptions, elevate our strategies and deliver smarter outcomes for our partners.”

Generation Media can be contacted on 0207 307 7900 or contact@generationmedia.co.uk

Reydon Sports unveils new catalogue

At just under 450 pages, Reydon Sports’ Trade catalogue is its biggest yet. Over the last 12 months, the development of the company’s own brands has rapidly enhanced, expanding the offering across several key categories including Outdoor Games, Darts, Fitness and more, creating further opportunities for retailers to maximise sales and stock credible alternatives to usual third-party options. The catalogue features 140+ brands, 17 Own Brands and 9,000+ individual SKUs.

Reydon’s brand presents competitively priced options with better margins, advanced marketing support and reliable stockholding. As always, Reydon’s ‘A’ brands, such as Nike, Nerf, Franklin, Puma, Mitre, Speedo, Waboba, Trespass and hundreds more, continue to be available at the click of a button.

In an era dominated by digital marketing and eCommerce, physical product catalogues remain a powerful tool for Reydon, looking to engage customers in a tangible and memorable way. While its B2B website has revolutionised how retailers discover and purchase products via wholesale, its annual print catalogue offers unique benefits that digital platforms can’t replicate. Hard copies have been landing with active Reydon customers since mid-April, and a PDF version is also available.

Reydon gives retailers the opportunity to buy popular brands at discounted trade pricing and is a primary destination for access to industryleading products and trends, powered by its wholesale and expertise.

Dolu refreshes ranges for summer season

Dolu manufactures all its products in its Istanbul-based factory, with everything delivered directly from Turkey, including Mattel items manufactured under licence and its Nursery range, Dolu Nuve. The company offers its customers flexibility, as it does not have MOQs.

Dolu is well known for its outdoor toys and, this summer, is bringing a new colourway offering on all its ranges. Some, such as the Play Gym, will also include a matte finish. The company has incorporated the same colourways on its Playhouses, Slides, Sand and Water Tables, which had a fantastic response at this year’s London Toy Fair. Based on sales to date, the collection has also received an enthusiastic response from consumers.

Dolu also offers the matte finish and alternative colours on its entire Pre-School range. Despite being well known for its outdoor collection, the company also manufactures over 200 other items that are suitable all year round and perfect for gifting in the Christmas season, including an extended range of Mattel items, including kitchens. Retailers are advised to explore the full collection.

The company prides itself on its customer service. At the beginning of the year, Dolu built up over 10m units of stock in anticipation of summer demand. Despite a strong start to the year, which was evident not only in the UK but also in all 85 countries where Dolu supplies products, the company is proud that repeat orders received at the end of March were dispatched in time for Easter.

For UK sales inquiries, contact Ria or Steve Richardson on 07877 443 733/ 07850 779 797 or sales@sjr-associates.co.uk.

newsanalysis

Beating the drum for Halilit Music

After 50 years, Halilit Music has established itself as a staple developmental range, trusted by parents and baby groups alike. Amy Wildman, Halilit’s Sales and Marketing director, speaks to Toy World about the brand’s successes and its future. successes and its future.

50 years is a major milestone - what do you attribute Halilit Music's success to, and why is it trusted by so many parents and baby groups?

As a third-generation family manufacturer, Halilit Music has always held quality and educational value at the forefront of product development. Having started out producing musical instruments for education, then subsequently expanding into the early years market, Halilit has always maintained a focus on providing instruments that develop a love and passion for music making. It is this strong message and clear focus that has helped us get to where we are today. Our continued success comes down to the excellent experiences consumers have with our items. We’ve been working closely with many of the well-known parent and baby groups for years, and the head offices know that they can trust a Halilit instrument to withstand the rigours placed on them, be easy to clean and most importantly, to sound great.

How does Halilit plan to mark the 50 year milestone?

There may be a few surprises within the range a little later in the year, but we’re mainly just grateful to see how far the brand has come over the past 50 years and are looking forward to the next 50. Having said that, our birthday cupcakes at Toy Fair seemed to be very well received, so maybe we’ll need to find something else to celebrate next year too!

What are the developmental benefits in regard to early learning via music?

Playing with musical instruments ticks so many boxes for little ones. Not only does it help babies and toddlers physically with refining their coordination and gross motor skills, making music also assists with cognitive development such as the understanding of cause and effect. Many items in the range also allow for additional learning opportunities, such as the Musical Shapes and Shaped Shakers, for shape recognition, or the Egg Shakers, for colours and counting. The range uses bold, bright colours and engaging sound effects to entertain both eyes and ears.

Why should retailers carry Halilit Music products in their stores?

The heritage and reputation of Halilit Music is excellent, with many parents already familiar with the range from their experiences within baby groups. In turn, it puts Halilit on their own radars for gifting, so there is a large, ready-made audience who are actively looking for this range. To cater to everyone, we offer a variety of price points, from impulse priced rattles and shakers to standalone instruments such as the Baby Drum and Baby Xylophone, as well as an assortment of gift sets suitable from as young as just three months. Many of the smaller products are already displayed in handy CDUs and we offer eye-catching FSDUs too to help with merchandising.

Parents still appreciate traditional play patterns, so there is still a huge demand for this type of consistent, classic, evergreen range. We see this with the retailers we work with, many of whom we have been supplying with Halilit Music for years, so we really do urge new stockists to give us consideration.

What are your aims for the brand for another successful 50 years?

We want to get to a point where all toy stores stock Halilit Music as a core product category for babies and toddlers, and all homes with young children have some of our musical toys. Our Baby’s First Birthday Band is already a huge success; we want it to become the ‘go to’ gift – we’re already actively raising further awareness through social media influencers and working closely with various press for gifting features. We believe that in a society full of screens and electronics, keeping little ones engaged with more traditional toys will become increasingly desirable. Halilit is eager to be at the forefront of this, helping little ones learn through play for another 50 years and more.

INDX Toys to return this autumn

INDX Toys will return to West Midlands event venue, Cranmore Park, on 2nd- 3rd September 2025, unveiling an inclusive product showcase, perfect for a variety of retail spaces and carefully crafted to drive commercial success. Visitors will be inspired by the hottest new toys and games, the latest licensed product ranges and unique kidult gifts from an expertly curated exhibitor line-up of market-leading brands.

The only dedicated toy industry trade show taking place in autumn 2025, the organisers say this 2-day show is an unmissable opportunity to secure stock for Christmas and preview new launch products for 2026.

New for 2025, INDX Toys introduces a dedicated area for 2026 product launches, a must-see for all visitors who shouldn’t be leaving the show without placing pre-orders. Plus, attending AIS Members will be able to take advantage of an unmissable selection of exclusive on-the-day deals, and member incentives will also be re-introduced at the show.

Following the INDX Shows re-brand and Cranmore Park's investment in a new modular stand system, the 2025 INDX Toys show promises an elevated visitor experience and a bold new look and feel. Jane Bartlett, director of Events, Cranmore Park, said: “Our innovative new shell scheme is designed to accommodate any vision, empowering exhibitors to create stunning, bespoke displays, and therefore elevating the INDX experience to new heights.”

To date, confirmed exhibitors include Character Options, VTech, Asmodee, Paladone Gifts, Kayes of Cardiff, Plus Plus, Playmobil and Smart Toys, with more to be announced.

The show is open to all retailers and Cranmore Park is easy to access and centrally located, offering visitors free onsite parking and complimentary Barista refreshments. Attendees are also invited to the INDX Toys Networking Social, taking place after the show on 2nd September at the Loft, Cranmore Park’s new eatery and hospitality space. This is a great chance to get together, relax and catch-up, accompanied by drinks, canapés and live music.

Exhibitor booking is now open, and enquiries should be directed to: liz.ayto@cranmorepark.co.uk

Robbie Toys appointed distributor for Play Shifu and Small World Toys

Starting this month, Robbie Toys will be distributing various lines from Play Shifu. The company will be bringing Connecto, Chess, Mission Maths, Word Wiz, Doctor and the Junior Genius Pack to the UK market.

Each product is designed to make learning fun, combining technology and creativity to engage young minds. From music and problem-solving to early science and language skills, Play Shifu offers something for every child.

In March, Robbie Toys was appointed as the UK distributor for Small World Toys. Small World Toys is dedicated to creating toys that are both educational and entertaining. The company believes that learning should be a fun and engaging experience, and its toys are designed with this in mind. From fostering creativity and motor skills to sparking imagination, each product offered is intended to support children’s developmental growth while providing them with hours of fun.

Small World’s products serve as tools that help children develop essential skills in a way that feels like play. Parents appreciate the educational value of the company’s products, while children enjoy the interactive, hands-on experiences they provide. Each game and toy is thoughtfully crafted with easy-to-follow instructions and all necessary components, ensuring that children can jump right in and enjoy their playtime without any hassle.

This year, Small World is introducing a new cosmetics line for girls, further expanding its selection of hair and nail products. This new addition complements the company's existing offerings and provides young girls with even more opportunities to express themselves through creative play.

Retailers can contact robbie@robbietoys.co.uk for more information.

Obituary: Gordon Dobson

Obituary: Philip Moore

Gordon Dobson became the manager of Toytown in 1966 and in 1977 became the managing director. In its day, Toytown was the largest independent toyshop in the country and one of the first local businesses to advertise on television. With his wife Brenda, Gordon used to visit all the major toy fairs around the world including Paris, New York and Nuremburg. As a result of his travels, Toytown was the first UK shop to stock Playmobil and Hello Kitty.

Gordon’s son, Mark, told Toy World: “As a family, we moved to Leamington in 1966. Over the years, all the family worked in the shop. Brenda, who died in 2007, used to work in the shop and office and accompanied him to all the toy fairs. I also had a part time job there for many years and travelled with him on many buying trips.”

Following the expansion of the shop in 1981, John Pertwee as Worzel Gummidge reopened the store. On another occasion, Rod Hull and Emu visited the shop and brought much joy to all the children. Every Christmas, Father Christmas would lead a parade around Leamington and finished at the shop to take residence in his grotto.

Toytown closed its doors for a final time in May 1995. The shop still has a great affection to all the local people and even has its own Facebook page with over 1000 followers reminiscing about times they spent there.

John Nicholas, an industry agent, said: “Toytown was a frequent winner of Toyshop of the Year in the 1970s and 80s, and Gordon and his wife Brenda were popular figures as they walked around toy fairs. As a salesman, selling to Gordon was a real pleasure - as long as what you were offering was a good product, he would say “well, we could give it a try”. I am sure those that knew Toytown in its heyday remember it with a happy heart and will never forget what a super toyshop it was.”

Toy World would like to add its condolences to Gordon’s family, and all his friends and former colleagues, at this sad time.

Retailer Philip Moore sadly passed away on 4th March, after a battle with Lewy Body Dementia.

Phil’s son, Ian, said: “He was a devoted and loving husband, dad and grandad who was loved so much by us all and will be greatly missed. He has been in the toy trade since 1985, and I have learnt so much from him over the years.”

Phil started work on Weymouth beach when he was only 14, staying with extended family before his parents moved to the south coast and bought a town centre guest house. After marrying his wife, Sue, in 1976, he bought a gift shop: Pixie Cottage. This was the start of his retail journey, culminating in the purchase of Howley’s in 1985.

After a few years, the store became Howley’s Toymaster, as it is known today. At the time, the outgoing owner said he was selling up due to the opening of a new Argos showroom; in his opinion, a local, family toy shop simply could not compete. That Argos closed in 2020.

In 1990, Phil took on the first land train to run in Weymouth – he was always looking for new opportunities and growth. As he reached retirement age, he still played a significant role in the continuing evolution of the business.

In 2017, Phil was diagnosed with Lewy Body Dementia, but despite battling this awful illness, he remained the Phil everyone knew and loved. He was admitted to the Potteries Care home in Poole in 2022 and spent his remaining years there. His funeral was well attended by many of his friends from the toy trade, who recounted wonderful memories of Phil. Phil’s family say his spirit lives on in Howley’s.

Toy World would like to express its sincerest condolences to Phil’s family at this sad time.

Brands can secure a place at The Big Christmas Press Show 2025 now

The Big Christmas Press Show, billed as the ultimate platform for journalists and brands to connect, collaborate and ignite the spark for a successful golden quarter in retail, is back for 2025. This highly anticipated retail event promises to be bigger and better than ever, offering attendees an exclusive first look at this year’s must-have Christmas products, holiday trends and new innovations.

Set to take place on 10th September 2025 at the Business Design Centre in Islington, the event will showcase over 60 retail brands with an expected attendance of over 700 media professionals there to discover the most exciting toys, gifts and innovations hitting shelves this Christmas. From major players such as The Lego Group, Tonies, Smart Zone and Funko, to fastgrowing newcomers, the event provides the ultimate space for brands to gain prime media exposure just as consumers begin their Christmas shopping journeys.

The Big Christmas Press Show will once again host the Big Christmas Wishlist Awards for its third consecutive year. The awards will highlight the most coveted products for the 2025 holiday season, providing a go-to guide for the best Christmas gifts.

Courtney Rogers, founder of CIJ Group, commented: “The Big Christmas Press Show is the ultimate opportunity to get ahead of the festive season by connecting with industry leaders, top brands and media professionals. It offers an unparalleled chance to discover what’s next, find inspiration for upcoming gift ideas and make meaningful connections with leading retailers, brands, media and industry experts. Whether you’re looking to stay ahead of trends, build relationships or simply be inspired by the spirit of the season, this event is a powerful reminder of the strength of community and the incredible opportunities that arise when we come together to share and collaborate.”

Limited spaces are available for brands and retailers looking to launch their Christmas range at the show. To register interest in showcasing at The Big Christmas Press Show 2025, or to request post-show reports and benefits, visit the CIJ Group website.

For more information about The Big Christmas Wishlist Awards or The Big Christmas Show 2025, call 0207 952 5060, email info@cijgroup.co or visit www.cijgroup.co/london2025

Preshow Noël returns this November

Preshow Noël brings together the entire toy & games ecosystem in one place for five days to preview the 2026 autumn-winter Toys and Games collections. The show provides exhibitors with access to French distribution, as well as enabling them to present new collections and successfully launch new products. It is the only event in France where suppliers can meet 100% of the sector's retail chains, including specialists, multi-specialists, eCommerce and supermarkets. Unique characteristics of the show include:

• Hotel rooms converted into showrooms or purpose-built showrooms in a traditional exhibition hall, where exhibitors can present their 2026 end-of-year collections in preview in complete confidentiality.

• Only qualified buyers of toys and games have access to the event. The show also offers a highly qualified audience, selected by the organiser.

• Appointments are made before the event to enable exhibitors and visitors to schedule their five days on site and optimise the number of meetings.

• Opportunities to get together and develop new relationships through breakfasts, coffee breaks, lunches and the opening networking evening on Monday.

For more information on the show, contact Fabienne Taylor via (33) 0699 875 269 or fabienne.taylor@infopro-digital.com

Industry Moves

Click welcomes Maddi Tiscoe as head of Marketing

Click has announced the appointment of Maddi Tiscoe as its new head of Marketing. With over 15 years of experience in brand communications and marketing leadership, Maddi will play a pivotal role in accelerating Click’s growth and market presence.

Prior to joining Click, Maddi led and managed the marketing for the UK and distributor teams at Moose Toys, where she drove innovative campaigns that significantly boosted brand recognition and sales for six years. Her expertise in building impactful marketing strategies will be instrumental in furthering Click’s growth, with a creative approach and marketing expertise that will help the company connect with its customers in new and innovative ways.

“We are thrilled to welcome Maddi to our team,” said Lewi Hillier, chief operating officer of Click. “Her extensive experience and proven track record within the toy industry make her an invaluable addition as we continue to expand our market reach.”

Maddi commented: “It’s an incredible time to be a part of Click, with planned business growth trajectory and our toys really connecting with today’s kids. I’m eager to collaborate with the team to build innovative marketing strategies that amplify this momentum and deliver even more exceptional experiences to our audience.”

Luke Hillier, chief executive officer, added: “Maddi’s appointment marks a significant milestone for our company. Her strategic vision and creative approach to marketing will undoubtedly propel Click to new heights.”

University Games strengthens sales team with new area manager

University Games – home of Lagoon and The Learning Journey – is delighted to welcome Adrian Noyce to the team in the role of area sales manager for the Midlands and North. Adrian brings with him over 20 years of toy trade experience, with over a decade spent at Manhattan Toys and the last nine years at Juratoys UK. A keen gamer in his spare time, Adrian is excited to be joining the team and for the exciting opportunity ahead.

“I’ve found everyone amazingly supportive and friendly, and I am looking forward to meeting both new and existing customers in my new role, especially during this prestigious 40th anniversary year of University Games,” said Adrian.

The new area sales manager joined the team at the UK headquarters in Royston for the Q1 Sales Meeting, where the team reviewed the promising early performance of the new 2025 lines. Highlights included the National Geographic STEAM How Things Work range, Birthday in Box gift series and Easy Cheesy. Capping off the meeting, the team enjoyed a round of the classic TV game show favourite, Bullseye.

Mark Jones, sales director for University Games and Lagoon, commented: “Adrian’s extensive knowledge and experience in the toy sector is highly valuable and will bring even greater strength and depth to our already successful University Games’ sales team in this milestone year of the global business.”

Posh Paws appoints new senior National Accounts manager

Katie Ward brings over 15 years of experience as a senior National Accounts manager, having worked previously for Funko, Jazwares and at Universal Pictures. She brings a wealth of expertise to the role at Posh Paws and a passion to continue growing the business through her strong relationships with existing retailers and seeking out new opportunities for licensed and own-brand plush and gift ranges.

Katie said: “I am absolutely thrilled to be joining Posh Paws and working with some of the biggest family movie events of the year like How to Train Your Dragon, Jurassic World, Gabby’s Dollhouse and of course, Wicked: For Good. The opportunity to continue building the presence of Posh Paws’ own brands at retail, like Kawaii Kuties which is on track for significant growth this year, was an opportunity not to be missed, and I can’t wait to use my vast experience in this industry to help the business capitalise on that.”

It’s a blockbuster year for Posh Paws and its licensed plush ranges for the latest new movies. In addition to the company’s strong licensed portfolio, its trending own brand collections, Kawaii Kuties and Cuddly Capybaras, continue to grow in popularity with consumers and are set for strong growth this year.

Lauren Shipman, Brand & Marketing director, said: “We are delighted to welcome Katie to the Posh Paws team, in what is an exciting time for the company, with so many new releases and significant growth and investment into our own IPs.”

To contact Katie to arrange a meeting or to discuss opportunities for Posh Paws licensed and own-brand plush ranges, she can be contacted on 07467 338 025 or by email at kward@poshpawsinternational.co.uk.

Wow! Stuff growth leads to new hire

Wow! Stuff has announced the appointment of Sophie Hogg as its new senior National Account manager, highlighting its commitment to investing in the very best sales talent and strengthening its retail partnerships.

Wow! Stuff has created the new role to support an expanding product portfolio and projected exponential growth over the next two years. Sophie’s appointment follows the recent promotion of Kaya Leadsford as the company’s head of Global Sales.

A high performing sales professional, Sophie has spent the past eight years working with Moose Toys and Click Distribution, managing major accounts. Sophie’s new role with Wow! Stuff will see her leading and developing national retail accounts and new business opportunities with the support of Wow! Stuff’s wider commercial and marketing teams.

Kaya said: “Sophie is an excellent addition to the UK team. She’s great fun, dynamic and has bags of energy and sharp insight – she’ll fit right in. It’s an exciting time to be at Wow! Stuff – we’re seeing some stellar product innovation; with our Toy of the Year award (TOTY), we’ve seen more doors opening to us than ever. Sophie is exactly what we need to scale up that momentum.”

“I cannot wait to be a part of the Wow! Stuff journey; the product development is so far ahead of anything I’ve seen before,” added Sophie. “I’ve long admired the energy, creativity and real ‘Wow!’ the business creates. There’s a very busy and exciting time ahead.”

Marketing World

Celebrities, media and retailers enjoy exclusive screening of Sylvanian Families The Movie

A host of celebrity parents, influencers, media and retailers attended an exclusive preview screening of Sylvanian Families The Movie at Vue Cinema, Leicester Square. Guests including presenter, Rachel Riley; Traitors winner, Leanne Quigley; Strictly star, Neil Jones and influencer, Louise Pentland were in attendance along with special VIP guest, Freya the Chocolate Rabbit.

The first feature-length Sylvanian Families movie, the family-friendly animation is a celebration of love, community and the simple pleasures of life. Featuring a host of much-loved characters from the world of Sylvania, it also introduces new character Big Brother Bruce, who is available at retail.

Produced by Japanese animation studio Frebari alongside the Sylvanian Families the Movie Production Committee, the movie is based on an original concept by Epoch. In the village of Sylvania, Freya, a sweet Chocolate Rabbit girl, tackles tasks for the Star Festival: picking the Tree of the Year and finding a birthday gift for her mother. With her animal friends, she learns about friendship and giving.

Paloma Aznar, who runs the Sylvianhaven Instagram and TikTok accounts, said: “As a lifelong fan, seeing Sylvania come to life on the big screen was truly magical. The film beautifully captures the warmth, charm and nostalgia that makes Sylvanian Families so special, and I know both long-time collectors and new fans will absolutely adore it.”

“A beautiful moment to enjoy these treasured characters coming to life in a world that has been enjoyed for generations. A delightful film for all that will spur on even more imaginative play,” added Danielle Anne Manton-Kelly, aka @theenchantednanny.

Matt Shaw, Marketing manager at Epoch Making Toys, commented: “It was fantastic to see so many Sylvanian Families fans as well as our supportive retailers in attendance and to share the movie with them ahead of it going on general release. The initial feedback has been glowing, and we can’t wait to see the response from the wider public once it hits cinemas.”

Sylvanian Families the Movie: A Gift from Freya will be distributed by Dazzler Media and Charades in cinemas across the UK and Ireland.

Character Options KickerBall campaign kicks off

Character Options commenced its spring offensive for the KickerBall brand with a raft of activity over the Easter holidays.

As the brand always responds well to relevant UGC, firstly, a wave of influencer activity included collaborations with a series of footballcentric channels. Former England Women’s footballer and social media personality, Jess Watkins, helped to drive KickerBall forward, while football trickster, ZaynQF, showed off his talents on TikTok. Popular social family, The Williamsons, put their kids to the KickerBall test on their channels, and these big-name influencers were joined by several family channels, who covered all things at base level, putting their spin on the performance qualities of KickerBall.

In paid media, Character had heavyweight digital support throughout April, as well as dedicated spend across the company’s social platforms. Further activity will be placed throughout late spring and summer.

Laura Gunton, senior Brand manager, Character Options, said: “KickerBall has been an integral part of our active toys portfolio for many years, and it continues to drive sales at retail. Our spring/summer activity is designed to show the capabilities of KickerBall, whether that be families kicking it around the garden or budding footballers using the ball for some serious skills practice. The key focus of this drive will be to keep it front of mind during the important outdoor seasons.”

To get in touch with the Character Options sales team, call 01616 339 800, visit www.character-online.com or email sales@ charactergroup.plc.uk.

Asmodee introduces GameChanger initiative

Asmodee has introduced its latest initiative, GameChanger, in collaboration with Imagination Gaming and Bezzerwizer. This initiative aims to bring the power of play to a variety of community spaces, such as schools, libraries, care homes and dementia cafés across the country, including Manchester, Halifax, Pontefract, Wolverhampton, Sheffield and London, reinforcing the transformative role of games in education, rehabilitation and mental well-being.

Already making an impact in Halifax Library, High Well School and SOAR Dementia Cafés, GameChanger delivers structured game sessions designed to foster strategic thinking, problem-solving and social interaction. By incorporating board games like SetUp, the initiative engages participants across diverse environments, from classrooms to rehabilitation spaces.

With its tile-based mechanics, Set Up enhances cognitive skills such as pattern recognition and decision-making, making it a valuable tool for both educational and therapeutic settings.

Phil Crawford, Brand manager at Asmodee, commented: “Games are more than just entertainment—they are powerful tools for learning, rehabilitation and connection. Through our partnership with Imagination Gaming and Bezzerwizzer, we’re excited to bring GameChanger to communities where it can truly make a difference.”

Nigel Scarfe, founder of Imagination Gaming, added: “At Imagination Gaming, we believe in the ability of games to educate, inspire and bring people together. GameChanger is a fantastic opportunity to create meaningful learning and social experiences in a fun, engaging way.”

With GameChanger, Asmodee and Imagination Gaming are paving the way for a more inclusive and impactful approach to gaming—where play becomes a catalyst for positive change.

1" Mini-Squish

Opinion

The Great Social Showdown: paid vs organic

In a world of ever-changing algorithms and shrinking attention spans, Benita Marwaha and Becky Evans, both associate directors at Generation Media, ask if brands should prioritise paid social to stay visible, or rely solely on organic to deliver results.

Once upon a time, brands could post a great piece of content and watch it go viral organically. But those days are largely over, especially on platforms like Facebook and Instagram, where organic reach has been on a sharp decline. With tight budgets and growing competition, marketers must strike the right balance between paid and organic efforts to get the most out of their social strategies.

Organic social is still the heart of a brand’s personality. It’s where audiences build trust, see your tone of voice and connect with brand values – which is especially important for brands selling to parents and gifters looking for safe, inspiring, and educational options. But in reality, unless you already have a significant following or hit the viral jackpot, reach is often incredibly low. On platforms like Instagram and Facebook, organic reach can be as little as 2%, as reported by Meta. So, the amazing launch video you made? Impact may be limited - unless you give it a little paid push. Organic social is a powerful tool for telling a brand story over time, allowing brands to build long-term relationships with fans through consistent, authentic content. It’s the perfect space to showcase behind-the-scenes moments, creative play ideas, or user-generated content, while also creating opportunities to interact directly with communities and foster genuine engagement.

Paid social allows brands to be strategic, targeted and measurable. You’re not just hoping people see your content - you’re making sure they do. Whether you’re targeting new parents, gift-givers, or fans, paid media provides access to audiences your organic posts can’t reach. And it’s not just about reach - it’s about results. Want to drive traffic to your retail partners? Increase pre-orders? Spark buzz around your hero line? Paid can deliver - if you know how to use it.

The most effective brands aren’t choosing between paid or organic - they’re using both in tandem to get the best results. Organic content helps build brand credibility and authenticity, creating a consistent presence that audiences can connect with, while paid media ensures that key messages reach the right people at the right time. A smart hybrid strategy starts with testing a variety of organic content - from playful and educational to emotional - to see what naturally resonates with your audience. From there, the strongest-performing posts can be boosted to maximise their reach and impact. Paid media can then be used to retarget users who have already engaged, whether they’ve watched a video, saved a post, or clicked a link. Throughout the process, it’s

essential to optimise every paid piece with a clear goal in mind, whether that’s driving clicks, boosting awareness, or converting to sales.

So how do you stand out? Not all social platforms are created equal - each has its own unique audience behaviours, content formats and media opportunities. Understanding the role of some of the newer format's play can help brands make smarter decisions when it comes to content creation and budget allocation.

• TikTok is where trends are born, and brands can unlock huge organic reach - but only if they’re willing to play creatively and authentically. It’s a space where lo-fi content, humour and genuine play moments win over polish and perfection. While organic virality is still very much possible, the real magic happens when brands put paid spend behind content that’s already showing strong signs of traction. This can supercharge momentum and help spark the next big craze.

• YouTube Shorts is fast becoming a must-watch space for brands. Short, engaging videos can work well organically, especially when showcasing product demos, unboxings, or fun how-to-play moments. For brands investing in longer-form storytelling - like animated content or behind-the-scenes features - supporting those Shorts with paid ads on YouTube can create a full-funnel journey, leading viewers from a quick snackable intro to deeper brand engagement.

So let this not be an advert for the easy way out; throwing money at boosting videos instead of throwing yourself into making engaging creative is a cautionary tale in the making. It’s a mistake to think paid content is an easy way out, or that organic is free. Both require time, creativity and strategy. Paid content still needs strong creative to stop thumbs from scrolling. Organic content still takes time to plan and produce - and when you break it down, “free” social media can cost more in time than budget.

If you’re investing time and budget into highquality content - whether that’s influencer partnerships, branded videos, or gorgeous product shots - don’t let it fizzle out on your feed. Amplify what works. Build consistency. Get to know who is consuming your content and think about what might hook them in. Who else do they follow? What do they watch? And use paid to support your organic, not replace it. Social media isn’t just a place to show up. It’s where brands are discovered, trusted and bought. In a crowded category, the brands who blend heart (organic) with horsepower (paid) are the ones that win.

Our creative team at Generation Entertainment help brands craft creative strategies that cut through. From social-first campaigns and innovative content ideas to influencer partnerships and trend-reactive moments, we blend insight with imagination to make content that earns attention. Whether you need help shaping a long-term strategy or want to inject some fresh thinking into your plans, we’re here to make sure your content doesn’t just show up — it stands out.

Becky Evans

Benita Marwaha

Viewpoint

Media darlings?

Before the pandemic there were always challenges, but by and large, the toy and media markets had a symbiotic relationship and were relatively successful – and profitable. Then came Covid – and in so many respects, everything changed.

During this period, we were all locked inside our houses and many of us were furloughed, which meant that we had more time on our hands than ever. So, what did we do? We took to every form of social media available, to give us some form of contact with the outside world. As a result, a new generation of media professionals was born – the Instagram/ TikTok Content Creators.

I’m not going to start Content Creator bashing - I’m close friends with the majority of the big names in the UK, and there are some very talented and creative youngsters within that group. However, purely from a marketing perspective, the current overuse of Content Creators doesn’t feel like it’s working quite as well as many people would have us believe.

Initially, as we started to emerge from our Covid caves, everything was fine. But four years on, many companies are still marketing and approaching PR in exactly the same way they did during the pandemic, and arguably the ratio of marketing investment to conversion of sales just doesn’t seem to be adding up as it once did.

Why might this be the case? You’ve been pumping thousands of pounds into a TikTok Campaign rather than traditional media, as you might have done five years ago. Theoretically, your products are being seen by

millions of followers, yet for some reason you hardly sell any product. The big question is - how many of those numbers that you’re buying for your campaigns are actually UK punters?

Media owners have to be transparent with the numbers we can deliver. There are strict rules in the UK across all of these forms of media – magazines, websites, radio, TV and outdoor. Not being clear with a client (to the best of our ability) would simply be professional suicide.

But is this the case with some modern media platforms? I’ve read that only 1.4 - 1.6% of the global TikTok numbers are based in the UK. So, when you see a report on a marketing campaign – does that mean that in certain cases, only 1.4% of the reach figures you’re being promised are UK-based?

It is important to point out that it is possible for users to specifically target the UK with their content. However, they would need to pay to mainly focus on UK punters - how many of the Content Creators you work with actually do this? When they send you over their reach for a campaign, are they just sending you their total worldwide figures for your spreadsheet? If a significant proportion of the numbers you are handed are likely to be overseas viewers, that’s not going to impact UK sales.

If you are working directly with TikTok or Instagram, they will have access to a system that guarantees the UK numbers you need for your campaign. But if you’re working with a Creator who simply has a presence on either TikTok or Instagram, that is a very different story. To guarantee that the

majority of their views are UK based, they would have to pay to target the UK.

I’m not saying that TikTok, Instagram and other leading social media platforms aren’t valuable additions to the marketing mix - they are very powerful marketing tools if used in the correct way. All I would suggest is that when your PR, marketing team or agency gives you the final spread sheet for any campaign, it might be worth asking how many of the Content Creators you worked with actually pay to target their content towards the UK. If they didn’t, it is possible that only a fraction of the numbers on the spreadsheet are potential UK customers?

As for the Content Creators themselves – I wonder if their talents are being utilised to maximum effect. So many of them are far better than just ‘turn up and look pretty on a media board’. But they need proper guidance from industry professionals so they can take care of the media landscape long after my generation has retired. Right now, many of them are simply regurgitating press releases and doing what they’re told to do by marketeers. Surely that’s not what genuine, authentic media voices should be, and I do feel that’s at the root of many of the problems in this business today.

There are some genuinely talented people out there. However, many are raw diamonds, without the full media training and experience that others –including people like myself - have been so blessed to gain over the years. Surely this expertise shouldn’t be discounted in favour of what might just be vanity metrics...

Nick Gibbs-McNeil

Nick Gibbs-McNeil has a particular interest in the kids’ space and the film industry and is publisher/editor at Kidzcoolit.com and youthgottit.com.

Licensed toys in positionpole

Licensed Toys are having a very strong year, outperforming the rest of the toy market - a trend which is expected to continue. Melissa delves deeper into this success and looks in more detail at the power of licences.

The UK Toy market has enjoyed a strong first quarter in 2025, with value sales up +5%, the first growth in Q1 since 2021. Overall, seven out of eleven supercategories are in growth with Games and Puzzles leading the way, up an impressive +39% driven by two new Pokémon Strategic Trading Card game series. However, there is one area of the toy market that has continually outperformed the rest of the market over the last five years – licensed toys. Licensed toys has grown +9% so far this year and now account for 35% of all toy sales.

The biggest licence is Star Wars, with strong support from the Lego range. However, the second largest licence is the combined National Soccer Clubs, with Match Attax lines continuing to perform well even outside of international football tournaments. Next is Harry Potter, which has seen a strong start to 2025, up +27% in value, followed by Minecraft and Bluey. Bluey has also seen strong growth, up +26% so far this year and is now the number two property in Pre-school Toys, behind Paw Patrol. Amongst the top five, there are licences originating from a mixture of sources. Besides the traditional film and TV/streaming properties, the toy market has seen more licences coming from Video Games, Sports and even Food in recent years - as demonstrated by the success of Zuru’s Snackles range.

Some of the most successful properties mix content sourcing, so they’re no longer purely defined by one type. The recent Minecraft movie saw toy sales in the opening week of the film grow +113% versus the same week a year ago, and even before the film release, Minecraft toy sales were strong. Sonic the Hedgehog is another example of a property which now spans movies, streaming shows and video games, and has seen its toy sales grow over the last

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

Melissa Symonds Director UK Toys, EuroToys, Circana

few years and continue to grow, up +56% in 2025. However, the fastest growing licence so far in 2025 is Formula 1, with the new range of Lego sets driving sales. Later this summer there will be a Formula 1 film starring Brad Pitt, which should see the licence have a strong finish to the year. The fastest growing licence last year was Lilo & Stitch, which continues to increase in 2025 as the second fastest growing property YTD March. Other growing licences include Hello Kitty and Friends, celebrating 50 years in 2025, as well Fortnite and Mr Beast. This demonstrates the broad range of sources for successful

Cars the Movie and Fast & Furious driving licensed growth in Vehicles. In Plush, besides the aforementioned Snackles and Lilo & Stitch, Paddington Bear and Care Bears have seen strong growth this year.

While licensing is an important part of the UK Toy market, toys is not the only industry in which licensing is growing. As well as Toys, Circana also tracks Consumer Packaged Goods (CPG) and licensing has been increasing its presence in the food, drink and health and beauty aisles over the last 12 months. Overall, Chilled Diary and Desserts is the largest licensed category with licensed yoghurts particularly strong. This is followed by Bakery with licensed birthday or celebration cakes such as Spider-Man and Pokémon, and Home Baking with Cake Mixes. However, some of the fastest growing licensed categories are Vitamins and Minerals and Biscuits; both are showing strong double-digit growth in the latest 52 weeks. This expansion of licensing into the CPG category enables consumers to truly surround themselves with their passion for favourite characters, and expands to categories such as Clothing, Books, Stationery and many other areas.

licences in toys: ranging from nostalgic characters, popular video game and online influencers as well as sports and film franchises.

Within the total market, the Action Figures & Accessories Supercategory has the largest licensed share, with licences accounting for 83% of sales in Q1 and growing +16% in value. Top licences here include Marvel Universe, Sonic the Hedgehog, Star Wars and Pokémon. Building Sets has 55% of sales coming from licences, with Star Wars and Harry Potter topping the charts. There is strong licensed growth from Vehicles, Explorative & Other and Plush Toys, with

We expect licensing to continue to outperform the rest of the toy market in 2025, gaining share with plenty of potential for both new and returning content driven lines. This ranges from the hotly anticipated final series of Stranger Things on Netflix to summer blockbuster movies - from action films like Jurassic World, Fantastic Four and Superman to family friendly releases like Lilo & Stitch and How To Train Your Dragon. Add in Sports and Influencer licences, and it’s clear that licensing will continue to be an important part of the UK Toy and CPG markets.

Item Progression:

The Lego Group’s Technic Mercedes-Benz Amg F1 W14 E Performance line jumped up the rankings in the last month with the start of the Formula One season in mid-March. This line has a high Average Selling Price of £152.18. Price points over £100 have grown +5% in value YTD March 2025, with Trampolines performing well in the last month, as well as Lego Harry Potter Diagon Alley, Lego Technic McLaren P1 and Lego Architecture Notre Dame de Paris Cathedral.

Fastest Growing Subclasses

The fastest growing subclass in the first quarter of 2025 was Strategic Trading Cards Games, which was heavily driven by two new series launch for Pokémon. Both the Scarlet and Violet Prismatic Evolutions series, launched in January, and Scarlet and Violet Journey Together, released late March, have driven a high increase in sales for both the Pokémon Property, currently No. 1 in the total toy market and the Strategic Trading Card Games category. However, Pokémon wasn’t the only property to grow in this subclass, with both Match Attax and Magic the Gathering growing so far this year.

Standard Building Sets was the next largest gaining subclass YTD March 2025, with Mothers’ Day helping drive sales of Lego Botanicals as well as the launch of Lego Formula One licensed products. Lego Fortnite and Lego Harry Potter have also seen strong growth in 2025. Within Action Figures Collectibles, Funko Pop! is the No. 1 property, growing +18%, with Sonic the Hedgehog at No. 2 and also growing. There is also growth from Moose Toys’ Mr Beast Lab and Magicbox‘s Piratix Adventure World properties.

Miscellaneous Toys continues to grow in 2025 with Zuru’s Mini Brands Home Capsules and Mini Brands Kawaii Assortments strong performers along with MGA Miniverse’s Hello Kitty and Friends Make It Mini Food Assortment and Harry Potter Make It Mini Potions set. Special Feature/Interactive Plush growth is driven by Zuru’s Pets Alive Mama Duck and Babies and Ty Beanies Lilo & Stitch Plush with Sound, while Robotic/Interactive Playmates grew with Robo Alive from Zuru, in addition to Bitzee and Punirunes from Spin Master. Craft Kits also grew in the first quarter of the year with Character Option’s Stikki Roll, Lego Art and Canal Toy’s So Slime DIY driving performance. The bright weather in March helped drive the Playground Equipment subclass, especially trampolines. Battling Toys grew with Beyblades from Hasbro, while Mini Vehicles saw strong growth for Hot Wheels from Mattel.

Feature Dolls & Collectibles

All dolled up

Dolls & Collectibles suppliers are moving with the times and tapping into modern play patterns to keep the category fresh and appealing. Toy World’s Caroline Tonks spoke with a range of leading brands within the space to see how they’re keeping children invested in the category, maximising the potential of the kidult market and much more.

Dolls have been a part of children's lives for thousands of years. Flat pieces of carved wood, painted with hair made of strings of clay or wooden beads, have been uncovered in Ancient Egyptian graves dating back to 3000-2000 BC. Today, there is a broad spectrum of dolls available all around the world, with something to suit the interests of every child.

However, according to Circana data, the overall spend on toys for total girls/women has been in decline for the last four years. In the April issue of Toy World, Emilie Erktan, senior account manager, Toys UK, Circana, cited Circana Consumer 360 data, stating that spend on girls has reduced by -3% in 2024 versus 2023 and -12% versus 2020, representing a decline of around £850m.

“To understand in more detail where the decline has come from, our Sentiment Survey in January asked if shoppers who have spent less on toys for girls are spending more on other categories instead,” states Emilie. “The top two categories where they said they spent more were

Clothing/Footwear/Accessories and Beauty. Beauty was significantly higher in the UK compared to Europe, with 52% of respondents saying they spent more on Beauty for a girl in the UK versus 40% in EU5. This figure reached 67% for girls 10-12 years old, highlighting the trend for younger girls asking for beauty products.”

As a result of this shift in interests, the category has had to make some changes to keep young children interested in dolls for longer. At MGA Entertainment, Yummiland bridges the gap between Dolls and Beauty, and is the No.2 best-selling item in Playset Dolls Collectibles YTD February 2025 in value sales. “Alignment to trends is key,” explains Pamela Justice, head of Marketing for the UK & Ireland, MGA Entertainment, “such as tapping into makeup trends with the launch of Yummiland. We have seen huge success with the brand since the launch in 2024.” The range will continue to marry the make-up trend with Gen Alpha this autumn. The growing trend of make-up, combined with the fun element of colour change, will be used to build the line with additional product offerings.

The Baby born Styling Head Artist from Zapf Creation also encourages unlimited artistic play. From hairstyling to makeup, this engaging toy nurtures confidence, imagination and hands-on creativity, ensuring that the magic of play continues to inspire through every stage of childhood.

To keep children invested in dolls for longer, suppliers are finding ways to pique their interest by incorporating what they see around them day to day, including looks and fashion, trending themes, social aspects and more. The Desi Doll Company creates toys that nurture a love for learning and bring joy in discovering the Islamic faith. Inclusivity remains at the core of the brand. The Desi Doll range now features dolls in a variety of skin tones and cultural clothing inspired by different parts of the Muslim world. Its flagship talking dolls, Aamina and Yousuf, teach Islamic phrases and values, helping children learn through repetition and play. The girl dolls also come with a removable hijab, offering a chance for children to explore positive conversations around modesty and head covering.

Feature Dolls & Collectibles

“There are two things important to Muslim parents: their children’s education and their Islamic faith,” explains Farzana Rahman, founder of The Desi Doll Company. “And when those two things come together in the form of fun and interactive educational resources, it’s a win-win for everyone. Parents are keen for their children to be educated about their faith in a gentle and nurturing way, creating meaningful playtime.”

As a leader in the Dolls category, Mattel is celebrating role models for young children by giving remarkable women from all different backgrounds and careers a platform through The Barbie Dream Gap Project. From actress Helen Mirren and space scientist Dr. Maggie Aderin-Pocock to Italian paralympian and activist Bebe Vio and salsa singer Celia Cruz, the lives and stories of these role models are empowering a new generation.

“International Women’s Day is always a huge moment for Barbie, and we marked this moment with new role models – actresses Hannah Waddingham and Juno Temple - and a Heart Radio sponsorship programme,” says Kelly Philp, senior director Marketing, Mattel UK. “The week-long activation marks Barbie’s debut in a radio campaign, featuring presenter live reads, co-branded content, trails, sponsorships and social media.”

Mattel has also recently announced that Barbie is introducing a doll in the likeness of basketball legend, LeBron James. The Barbie brand is now bringing Ken to fans in an unexpected way; ahead of the iconic character’s 65th anniversary in 2026, the brand will honour ‘Kenbassadors’ who are inspiring and contributing to a better world for all.

Kidults are playing their part in keeping the Dolls

category alive, especially on platforms like TikTok. Creators love to show off their extensive collections, especially with the likes of ranges such as the iconic Monster High dolls. Both @mad._.dollz and @KesCollects have gained thousands of followers and millions of views and likes on their platforms for their collections, where they publish content on doll hunting, new finds and classic pieces that give viewers a sense of nostalgia.

Epoch Making Toys launched the Sylvanian Families TikTok account at the end of last year which, combined with its Instagram channel, influencer strategy and social media advertising, opened up more opportunities for the brand to reach teens and kidults, as well as millennial parents looking for gift ideas. Fans are organically sharing content and opening blind bags, as well as unboxing the latest families and sets.

While the target age for Desi Dolls is two to eight years, Farzana is also embracing the power of social media to target Muslim parents. “We’re always creating content showing how our dolls are literally the answer to their prayers, teaching children about their faith through fun and interactive play,” she explains. “We have to be very creative with our content to really connect with parents and convince them of the value and benefits of our dolls. Usually, it’s by creating videos of children engaging with our dolls and showing off what they’ve learnt. This in turn convinces other parents to want the same effortless and joyful learning for their own child.”

Doll brands are also tapping into the kidult market through different fashion collections. Dolls Kill, a global online fashion brand for streetwear and Y2K fashion, released Dolls Kill x Bratz, full of platform shoes, graphic tees and clothing pieces in the Bratz style. Dr. Martens

has collaborated with Bratz on a collection as well, with three new shoes for fans – the 1B99 Bex Bratz boots, the Mattison Strap Bratz sandals and the Buzz 5-eye Bratz shoes. Back in July 2023, as Greta Gerwig’s Barbie hit theatres, Zara ran a special Barbie capsule collection full of ready-to-wear and accessories. There were movieinspired outfits like the Pink Barbie Cowgirl and the opening scene’s pink and white checked dress, as well as a black and white striped swimsuit to commemorate the original Barbie from 1959.

While there are a growing number of modern play patterns within the category, the timeless appeal of role play and nurturing play patterns have continued to be a cornerstone of Dolls & Collectibles. Early-stage role play is critical in child development, supporting their empathy, social skills, communication skills and an understanding of the world around them. Series Two of Zuru’s 5 Surprise My Mini Baby range includes 15 new mini baby playsets, complete with unique accessories. There are three different types of ultra-realistic mini silicone babies to collect. The playset accessories are designed to be discovered and matched to the babies, for putting together to build a nursery setting and enabling children to create an entire play ecosystem.

Zapf Creation’s Baby Annabell Hannah Lets Play 36cm is an interactive first doll (suitable from one year). She makes sounds, hiccups and drinking noises, and falls asleep when laid down. The company’s Baby born Mermaid is ideal for children who love fantasy and imaginative play. This doll transforms playtime into a magical experience as her tail changes colour with movement, promoting sensory exploration and curiosity.

“While we are always looking to bring newness to the brand, the caring and nurturing themes which Sylvanian Families has always been known and loved for are still very relevant today and provide a cute, utopian world in which children are free to explore their imaginations,” says Matt Shaw, Marketing manager, Epoch Making Toys. “In response to the demand for cute mini toys, we’re continuing to grow our offering of baby figures.” In 2025, two new nursery sets will be available – the Nursery Princess Play Set and the Nursery Concert Set, which comes with three baby figures. Dressed in fun pop band outfits, they are ready to perform with their musical instruments, which include a star-shaped piano with moving keys and a wearable sousaphone.

Maison Battat’s brands – Our Generation Dolls, Hey Bestie and Lullababy – bring something unique to the table, and the impressive growth and expanding presence in the market shows just how much demand there is for high-quality, imaginative play. Lullababy has quickly made its mark with its stylish, high-quality dolls and accessories. With a focus on inclusivity and contemporary design, the brand’s dolls offer not just play value, but also a way to nurture empathy and care.

“Despite the challenges that fashion dolls are experiencing for a number of reasons – notably price points, newness and other category competition – the nurturing doll category is in robust health,” Pamela tells us. “With Baby Annabell and Baby born the No.1&2 bestselling properties in Nurturing Dolls and Accessories, this evergreen division of the category remains strong.” MGA has worked hard over the last 18 months to adjust price points in key lines within key brands to offer a doll for all households, whilst not compromising on quality and playability.

To discover what the Dolls & Collectibles category has to offer in 2025, continue reading through the following pages where Toy World highlights products from a range of leading suppliers.

Dolls & Collectibles

Mattel

01628 500 000 | www.mattel.com

Mattel is presenting an impressive range of dolls and collectible toys in 2025 from its portfolio of world class brands, including Barbie, Polly Pocket, Monster High and Disney Princess.

Barbie continues to build excitement for the brand with new expansions to the range including the Barbie Deluxe Style dolls. Each collection offers eye-catching fabrics, fun silhouettes and elevated accessories inspired by the latest fashion trends. Encouraging kids to embrace their individuality, the Barbie Dream Besties dolls celebrate self-expression and unique talent. The Barbie Reveal collection introduces even more interactive play experiences including Color Reveal, Disco Star Series, Pop Reveal Shakes and the Party Unboxed Series, each offering surprises for fans.

Kids can take playtime anywhere with Polly Pocket compacts, each packed with surprises and endless adventures. The Pet Connects compacts open to reveal animal-themed playsets with a doll, pet figure and fun accessories – kids can stack, clip and take them on the go. The Core Compacts feature tiny worlds, interactive pet-themed exteriors and mix-and-match styling fun, while with the Tiny Take Out Reveal assortment, each compact is food themed and includes a micro doll, a launching vehicle, one pet and three accessories. With the Skulltimate Secrets: Garden Mysteries, kids will unbox the unknown. Using the magic magnifying glass key, they uncover clues and reveal 19+ surprises, including a Monster High doll. Monster High Potions allows them to mix a potion for a spooky surprise; each bottle comes with a three-inch figurine of a fan-favourite Monster High character, as well as three charms for customisable fun.

Kids can also create endless Disney adventures with Mattel’s doll sets. Inspired by Disney's The Little Mermaid, fashion doll Vanity Pop Disney Ariel can get ready for adventure with her vanity containing five surprise-filled "pearls" inside. The Disney Princess Tower Surprise Assortment stacking playsets reveal a small princess doll and four additional surprises, including a character friend and themed accessories to recreate iconic moments from favourite tales. The assortment features characters including Cinderella, Tiana, Ariel, Mulan, Aurora and Belle. There’s also the Moana’s Canoe Crew, featuring five dolls and accessories inspired by Moana 2.

Zuru

www.zurutoys.com | sales@zuru.com

Zuru’s 5 Surprise collectibles includes 5 Surprise My Mini Baby capsules, bringing a new way to play within the miniature dolls and playsets category.

Series Two of the 5 Surprise My Mini Baby range includes 15 new mini baby playsets, complete with unique accessories. There are three different types of ultra-realistic mini silicone babies to collect – each with baby-soft skin and cute features. The playset accessories are designed to be discovered and matched to the babies, for putting together to build a nursery setting and enabling children to create an entire play ecosystem. A rare twin pair and playset for each of the My Mini Baby characters provides the chase element and repeat purchase potential.

Combining miniature surprise collectibles with nurture play, 5 Surprise My Mini Baby taps into the play trend of unboxing and the timeless appeal of caring for babies. The range also expands play beyond the toy with kidult and collector creators sharing trending content on the brand’s TikTok channel.

Expanding into the world of Gabby's Dollhouse, Zuru’s new line of officially licensed 5 Surprise collectible miniatures features nine capsules to collect to reveal over 45 surprises. The Gabby’s Dollhouse figures bring the magic of the children’s Netflix hit to life through detailed miniature character figures, including Gabby herself and her lovable feline friends, with a Rare Gold Cakey Cat to discover. The capsules also include unique stickers and surprise slime.

The value-driven, fantasy-themed, quality doll range, Sparkle Girlz, continues to offer an evergreen presence for inspiring younger children and appealing to price-conscious consumers. Innovative packaging and on-shelf brand impact deliver an instant play experience throughout its collection of collectible, fashion and styling dolls, accessories and playsets.

Dolls & Collectibles

Zapf Creation

0845 0533 333 | www.mgae.com

Zapf Creation consistently introduces fresh products that resonate with modern play patterns, while maintaining the timeless appeal that has made Baby born and Baby Annabell beloved companions for generations. From birth, parents and caregivers can soothe and engage little ones with Baby born for Babies - a collection of soft-bodied, animal-themed dolls. The Baby born for babies Mouse, Sleepy Deer and Fox are all designed to include product features to comfort and entertain babies. Thoughtfully created to include finger pockets for hand puppet play, built-in rattles and peek-a-boo style hats, these dolls are perfect for early exploration and developing fine motor skills and cognitive development.

Baby Annabell Hannah Lets Play 36cm is suitable for children aged one and up and is an interactive first doll. She makes sweet baby sounds like hiccups and drinking noises, and she can also fall asleep when she is laid down – encouraging role-play from an early age. This early-stage role play supports empathy, social skills, communication skills and an understanding of the world around them.

Baby born Emma, Eva and Jonas can be a child’s lifelong friend throughout childhood. With an extensive wardrobe of stylish outfits and accessories, these dolls encourage self-expression and storytelling, making everyday milestones, like potty training and bedtime, more engaging. Baby Annabell Active Annabell, Leah and Alexander encourage nurturing and empathy through play. With the sweetness and charm of a real baby, Baby Annabell Active dolls have a soft cuddly body and even more realistic functions than ever before.

New for spring/summer 2025, the Baby born Mermaid is ideal for children who love fantasy and imaginative play. This aqua-themed doll transforms playtime into a magical experience as her tail changes colour with movement, promoting sensory exploration and curiosity. Her long, high-quality, colourful hair can be brushed and styled, helping children refine their hand-eye coordination and fine motor skills. With or without water, Baby born Mermaid inspires role-play, creativity and self-expression. Whether she's swimming in the tub or twirling through an imaginary ocean, her glowing tail will captivate little ones.

The Baby born Styling Head Artist allows for creative and imaginative play, encouraging unlimited artistic play. From hairstyling to makeup, this engaging toy nurtures confidence, imagination and hands-on creativity, ensuring that the magic of play continues to inspire through every stage of childhood.

Baby born's reach has extended beyond traditional toys, with the brand experiencing significant growth across its social media platforms since launching its animated series in 2023. The series, available on ITVX, YouTube and YouTube Kids, has been a hit with audiences and increases brand and product recognition, with Baby Annabell joining as Baby born Emma’s best friend.

Alongside the brand’s product range and animation, it is committed to driving demand for its products with an extensive media plan that spans TV, digital and social channels. The campaigns are designed to maximise reach and engagement, supported by targeted social media activations and impactful in-store promotions—ensuring consumers connect with the brand wherever they are.

Just Play

www.justplayproducts.com | uksales@justplayproducts.com

For Gen Z crafters and Gen Alpha kids, Knotz Animals is a trend-led DIY collectible which lets kids make one of 12 uniquely-styled plushie toys from bendable faux fur stems and accessories. They simply unwind the yarnball capsule to get started, then knot it, twist it and style it. Knotz brings together the tactile satisfaction of DIY in an easy-to-do, mess-free format that results in cute, quirky, personality-packed characters.

Disney Doorables has all-new captivating experiences in its latest theme: Remember When. Kids begin the fun by opening the door of the camera-shaped Multi Peek capsule, then pull-out the strip of four connected bags. Each capsule contains four figures in one of two sizes. The larger figures depict classic characters, whilst the smaller ones give a glimpse into the character’s past.

Doorables are a hit with all ages – there’s even a doll range based on their popularity: Disney Doorables Adoorbs. These dolls are huge fans of Doorables; they collect the toys and have Doorables inspired outfits. Adding to the existing line-up are four new dolls, based on Stitch, Ursula, Sadness and Marie. Each has soft hair and comes with shoes, bag, lanyard and a Doorables figure that attaches to a keychain.

Kids can bring on-screen magic into the playroom with Disney Junior SuperKitties figures. Both the Collectible Mini Figures and Su-Purr Charged Two-Pack Figures are ideal for fans. For fans of Disney Junior’s Minnie Mouse, the Minnie Sweet Party 6” Doll is also expected to be popular for imaginative play.

Dolls & Collectibles

MGA Entertainment

0845 0533 333 | www.mgae.com

Fresh for autumn 2025, L.O.L Surprise! is set to announce a new, big scale theme for the brand, driving engagement and collectability whilst providing an exciting pull for children aged three to eight. The theme will run across Baby Sisters, Pets, Tots and OMGs.

The collectible fashion dolls will feature an interactive, puzzle solving element, whilst new licences are also set to drop in the autumn, as MGA Entertainment adds global franchises in family entertainment to the world of L.O.L Surprise! The brand will also be expanding its fantasy theme with new lines, creating a buzz for L.O.L. Surprise! ahead of its 10th anniversary in 2026.

This autumn, L.O.L. Surprise! OMG sees a brand-new range of restyled key characters. Appealing to children of all ages with a brand-new, competitive entry price point, the range features highly detailed fashion and accessories.

Rainbow High will see further innovation and playability across the range in autumn 2025 whilst focusing on creativity, colour and fashion. Brand-new and exciting Rainbow High fashion dolls are set to hit the shelves from July as the brand introduces a fresh, new play pattern which can be used to customise the dolls – featuring slime. Rainbow High will also see a refresh of the existing Colour and Create dolls, adding a creative element to the doll play pattern.

With a doll for everyone, the Rainbow High brand will continue to offer value for money and competitive price points within the fashion doll arena, with a refresh of the popular Rainbow High Littles range commanding a competitively priced entry point of £9.99.

Following a successful launch for Yummiland in 2024, the range will continue to marry the make-up trend with Gen Alpha this autumn. The growing trend of make-up, combined with the fun element of colour change, will be used to build the line with additional product offerings. Tapping into seasonal moments this autumn through the introduction of extended Halloween and Holiday lines, the brand ensures it remains on trend and at an affordable price point.

In the run up to a milestone 25th anniversary for fashion dolls Bratz, the brand continues to inspire and excite by strengthening the line with newness for autumn 2025. A range of brand-new, collectible dolls will be released in limited quantities from July, and will feature fresh looks, set to appeal to a Gen Z audience whilst keeping the Bratz ethos of fashion and attitude. The new lines will also feature incredible price points, appealing to both kidults and kids.

Bandai has launched Animakii, a new character-led range tapping into the growing popularity and influence of Japanese culture and the company’s deep-rooted anime expertise. A fusion of anime, make and kawaii, Animakii celebrates creativity, collectability and expression. The range launches with four fully customised doll sets, each with switch-and-swap faces, hairstyles and outfits, offering children endless opportunities to create their own characters. Each doll can be combined in 32 different styles, rising to thousands of combinations across the range. An on-trend colour palette and eye-catching packaging provide impactful shelf appeal while appealing to the growing demand for personalised and connected toys.

With a sixth series hitting screens this year and a 10th anniversary celebration for the brand, 2025 is set to be a big year for Miraculous, and Bandai UK has a host of new Miraculous toys launching throughout the year, further expanding its crosscategory collection. Extending into the collectibles arena, the new Shack Stack Surprise capsules are mystery blind boxes that each contain a stylized Chibi Miraculous collectible character with two accessories, all within their own themed environment. The Shack Stack Surprise capsules can be stacked together so children can create their own Miraculous world for play and display. A Shack Stack Surprise Twin Pack will be available for collectors to boost their collections and includes Tikki and Plagg characters in their shacks along with four accessories.

Leading the Miraculous fashion dolls line up, the Hero Switch Ladybug Fashion Doll continues to be a focus for the spring collection. This 26cm fashion doll enables fans to experience the magic of Ladybug’s ultimate fashion transformation at the press of a button. Additional new fashion dolls will join the collection later in the year, featuring Series Six styling and accessories.

Littlest Pet Shop continues to go from strength to strength. Currently in its third series since Bandai’s relaunch of the iconic brand in 2024, the range features a collection of Surprise Blind Boxes, Pet Pairs, Trio Packs, Playsets and collectible Plush. Series Four will launch to align with the Q3 back-to-school period, including a lineup of new themes and never-before-seen pets.

Dolls & Collectibles

Epoch Making Toys

020 8049 1377 | www.sylvanianfamilies.com sales@epochmakingtoys.com.com

For autumn/winter 2025, Sylvanian Families will introduce the new Flower Fairy area to the popular Amusement Park range including hero set, the Skytop Fairy Castle. It comes with two fairy baby figures, including the tiny flower fairy – complete with iridescent wings, she is even smaller than the cradled babies. Fans can play amongst the clouds and use the vines to move between the interactive rides, which include a fairy gondola, a sparkling waterfall, twirling flower boats and a fairy spring.

Children can also create a park parade with the Daydream Parade Playset, complete with a winged locomotive and magical moon parade float, and the Plane & Train Set. Featuring two figures in colourful parade costumes, when the train runs, the smoke moves up and down and the airplane sways from side to side. Ready for the parade, four princesses in floral dresses and interchangeable accessories make up the Flowering Princess Set. New rides include the ocean themed Ride the Waves Set with a boat which rocks back and forth and a dolphin which moves up and down with the tide, and the Floral Fantasy Skyship. By pushing the flower themed vehicle along, the wings flap up and down. The various sets can be easily connected to each other as well as existing sets to create land, sea and sky areas of the park.

Also new to the park is the Dip Dip Donuts Wagon, run by Deer Mother, Primrose, dressed in her donut themed outfit. Kids can use their imaginations to fry the donuts and add the cute toppings before displaying them on the donut shaped shelves, which also turn into a table and chair set, and then transform the Donut Wagon into a passenger vehicle. All the accessories can be neatly stored inside the wagon when not in use.

Elsewhere in the collection, two new nursery sets will be available – the Nursery Princess Play Set and the Nursery Concert Set, which comes with three baby figures. Dressed in fun pop band outfits, they are ready to perform with their musical instruments, which include a star-shaped piano with moving keys and a wearable sousaphone.

Joining the line-up will be the Snow Leopard Family with fluffy white fur and long bushy tails, as well as a new festive Christmas set with Baby Santa’s Christmas Tree House. The set includes two babies including the Snow Leopard Baby dressed as Santa Claus, a house made from a Christmas Tree with a hammock and festive toy accessories.

The next Baby Collectibles blind bags will hit shelves in July and several special edition sets will be released in the autumn to celebrate the brand’s global 40th anniversary. A full marketing campaign will support the anniversary, including above and below the line advertising as well as a comprehensive PR and events programme.

Character Options

01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk

Character Options’ Fingerlings Pinkies are new mini pets that sit right on the little finger. These cute characters have surprise, fluffy tails and can be worn as fluffy friendship bracelets. Each comes in a heartshaped jewellery box, with a collectible surprise hiding inside. There are 12 different Pinkies to collect, including the ultra-rare sparkly iridescent unicorn.

Moriah Elizabeth is a craft and content YouTube creator with over 10.4m subscribers, renowned for her vibrant colours, fun content and adorable characters. New this season is a third series of cute, collectible Colour Splash Mini Mystery plush, featuring an assortment of eight 6” vibrant plush characters.

From the YouTube gaming property, Aphmau, there’s a sweet circus treats theme in both the Mystery MeeMeow Plush and figure collections this season, with eight new friends to collect. There’s also a new wave of Mystery MeeMeow Ice Cream plushies.

For more information, get in touch with Character Options via the details above.

Simba Smoby UK

01620 674 778 | www.smobytoys.co.uk

sales@simbasmoby.com

Disney Munchlings is one of the latest additions to Simba Smoby UK’s Disney plush range. These popular Disney characters have been reimagined as delicious, colourful treats. The Munchlings collection comprises 12 characters, including Olaf as ice cream and Minnie as a chocolate strawberry. Each cuddly toy from the Munchlings range is around 10cm tall and has intricately embroidered facial features and lovingly created designs.

For more information about the full brand portfolio, please get in touch with Simba Smoby UK via the details above.

Dolls & Collectibles

The Desi Doll Company

www.desidollcompany.com | farzana@desidollcompany.com

The belief that children learn best through play sits at the heart of The Desi Doll Company’s mission: to create toys that nurture a love for learning and bring joy in discovering the Islamic faith. What began as a small idea has blossomed into a globally recognised brand, celebrated for its commitment to representation, inclusivity and innovation. The Desi Doll Company sells in over 25 countries, reaching families across the UK, US, Australia, South Africa, the GCC and Europe.

Its flagship talking dolls, Aamina and Yousuf, continue to be the first Islamic best friend for thousands of little ones. These plush, interactive dolls teach Islamic phrases and values, helping children learn through repetition and play. The girl dolls also come with a removable hijab, offering a chance for children to explore positive conversations around modesty and head covering – encouraging faith confidence from a young age.

Inclusivity remains at the core of the brand. The Desi Doll range now features dolls in a variety of skin tones and cultural clothing inspired by different parts of the Muslim world. Another addition is the talking Ballerina dolls, Lina and Dina, that are captivating a new audience of budding ballerinas. Children can press the doll’s right hand to hear a sweet, rhyming poem about ballet, or use the 60-second record-and-play feature to create their own sound clips – a fun way to boost creativity and early language skills.

Another favourite is Princess Amira, the singing princess doll who performs 10 popular songs celebrating Islamic values and culture. Her sparkly dress and catchy tunes are a huge hit with children and parents alike.

Desi Doll toys have held a permanent listing at Selfridges stores in London, Birmingham and Manchester for over two and a half years, with strong sales. Online, the brand is stocked with Very UK and continues to see steady growth. Most recently, Booghe Toys in Birmingham introduced the range during Ramadan and sold out rapidly, re-ordering three times within two weeks thanks to strong consumer response and well-executed social media content.

As the company continues to scale, new launches are on the horizon. The Desi Doll Company is also actively expanding its presence in mainstream retail and eCommerce, aiming to make Islamic toys more visible on shelves across the UK and beyond.

For retailers looking to offer something meaningful, inclusive and culturally relevant, The Desi Doll Company delivers on every front. To explore the full range or to arrange a meeting, get in touch via the details above.

Jazwares

020 3598 5119 | www.jazwares.com

Squish-a-longs is the new range of Mini-Squish collectible toys from Squishmallows, giving fans a new way to squish in the micro category. Created with a unique soft, squishable plastic, the 1” Squish-a-longs collection features fan favourites alongside rare and ultra-rare Squishmallows styles, driving the hunt and excitement for collectors. With entry-level price points for blind two-packs, clip-a-longs and larger multipacks to choose from, Squish-a-longs also have carry cases that double as imaginative playsets, enabling fans to take their collection on the go or display it in their room.

The collection is expanding to include more than 500 Squish-a-longs in 2025, with new seasonal and licensed characters joining the range. A new Harry Potter collection will include blinds, clips and playsets. Seasonal launches for Halloween and Christmas will introduce festive-themed Squish-a-longs, including a highly anticipated advent calendar.

Jazwares has announced a multi-year collaboration with Tokidoki, the brand known for its bold, Japanese-inspired designs and characters. Celebrating its 20th anniversary in 2025, the global lifestyle brand has over 1.2m followers across social platforms. Jazwares has secured worldwide licensing rights to produce an imaginative lineup of figures, plush and more — capturing the magic of the Tokidoki universe including favourites like Moofia, Donutella, Unicorno and Cactus Friends. The first products from the partnership are expected at retail in autumn/winter 2025.

In 2023, Jazwares was named as master toy licensee for Thunderbird-owned IP, Mermicorno: Starfall, which is an animated series based on Tokidoki’s hit Mermicorno characters. The line includes figures, dolls, playsets and more. The series launched on Max in the US January 2025 and on POP in the UK in March 2025 with more territories to follow. Product will hit the UK market in spring/summer 2026.

Royale High is one of the biggest fashion-based properties in gaming with more than 10b+ user visits on Roblox and 26b views on TikTok. The gaming phenomenon invites players to explore a virtual world brimming with fashion and style. The officially licensed Royale High collection from Jazwares features game-inspired fashion dolls, collectibles, playsets and accessories with exclusive game codes for virtual items. Introducing a new Mermaid theme, Jazwares is expanding the Royale High range with over 25 new 3” or 9” dolls for autumn/winter 2025.

Dolls & Collectibles

John Adams

01480 414 361 | www.johnadams.co.uk | sales@johnadams.co.uk

The John Adams Dolls & Collectibles range offers something for everyone, from nurturing doll brands such as Tiny Tears and DollsWorld to collectibles including Cats Vs Pickles and Zhu Zhu Pets.

Decora Girlz love to dazzle, delight and decorate themselves Decora Kei style. These colourful collectible fashion dolls let kids express their creativity and imagination, with bold characters, fun stickers and accessories. New 5” and 11” dolls will be available later this year, along with the new Decora Ponyz that have glitter wings, customisable stickers and fully rooted manes. Decora fans can style, pose and match their Ponyz to their favourite Decora Girlz dolls.

The Tiny Tears range of dolls has been loved by little ones for generations, with over 50 years of heritage and nostalgia amongst parents and grandparents. Today, the range features a complete collection of high quality, soft bodied and fully functioning crying and wetting nurturing dolls at all key price points, plus a range of accessories. The new boutique style packaging makes Tiny Tears stand off the shelf as an ideal gift.

The popular DollsWorld range offers quality and value for money at all different price points with a fresh new look. The collection includes dolls of all sizes, from soft bodied, bean filled dolls to fully functioning crying and wetting interactive dolls, plus a comprehensive range of accessories.

From 2025, Fuzzikins, the collectible arts & crafts colouring brand, joins the John Adams family. Fuzzikins allows kids to create, rinse and recolour cute companions over and over again. Key products including Cozy Cats, Dozy Dogs, Bedtime Bunnies, the Floaties range and licensed My Little Pony sets are all in stock and available now, with the new scented Baby Cakes range to follow later in the year.

Puffy Puffs are new stackable stickers that let kids build foodie characters in a snap. Each Puffy Puffs kit comes with seven stackable stickers and one pop-up scene to display the creations. Puffy Puffs can stick onto stationery, notebooks, pencil cases and more and will be available to collect in mystery packs of one and three from June.

Every Cat Vs Pickles collectible character features a quirky and squeezable twist, telling a story of unexpected friendships and inclusivity. These super-soft surprise plush collectibles have over 200m views on YouTube and a huge global fanbase. Children can collect all the latest characters from June.

The Zhu Zhu Aquarium is gaining even more colourful collectibles for 2025, with a host of new aquatic creatures available now. In Q4, the original Zhu Zhu Hamsters are back by popular demand and racing into action through the new Zhu Zhu City. Kids can build and connect a bustling pet city filled with action-packed playsets and colourful characters.

The Dolls & Collectible range will be supported by full marketing plans across digital and social platforms, plus integrated PR and influencer campaigns.

Maison Battat

www.battatco.com | sales@battatco.com

Maison Battat, the house of brands behind Our Generation Dolls, is strengthening its doll presence in the UK market with the launch of new doll brand Hey Bestie, retailer expansion of baby doll brand Lullababy and doubling the newness on the Our Generation range. Each brand brings something unique to the table and the impressive growth and expanding presence in the market shows just how much demand there is for high-quality, imaginative play.

Lullababy has quickly made its mark with its stylish, high-quality dolls and accessories. With a focus on inclusivity and contemporary design, Lullababy appeals to both children and design-conscious parents. The brand’s dolls integrate seamlessly into modern living spaces, offering not just play value, but also a way to nurture empathy and care.

Lullababy’s rapid expansion in the UK is a clear indication of its market success and growing presence. In 2025, iconic retailers like Hamleys and Harrods will launch Lullababy. Fenwick has also strengthened its position by co-anchoring its Dollyville space with Lullababy and Our Generation. These high-profile retail partnerships underscore the brand's growing appeal among both mass-market and independent retailers. With additional retail partners on the horizon, the brand is poised for continued growth to make it accessible to a wider audience.

Our Generation, the world’s largest 37cm doll and accessory line, has become a beloved brand in the UK for imaginative play. The brand’s impressive growth in the region over the last 24 months reflects its ability to evolve with the market.

As the brand celebrated 30 years in 2024, its presence in the UK continued to grow and evolve with the market. 2025 will bring the growing Our Generation community more in-store events and brand activations. The expanded product range—including classic, activity and deluxe dolls—enables retailers to offer curated selections, meeting the needs of various audiences. The brand’s commitment to innovation means it has doubled the number of new dolls and accessories in the UK. Its growing community and international expansion further demonstrate its success, with the UK playing a central role in its journey.

Hey Bestie, a fresh doll brand launched in early 2025, is already creating a buzz worldwide. These fully articulated 14cm dolls always come as a pair, emphasising friendship and play. Each set of Hey Bestie dolls is ready for adventure, from slumber parties to globetrotting with their pups.

Retailers interested in selling Our Generation, Lullababy or Hey Bestie can contact Battat's UK/I Sales representative, Allysyn Gordon, at the email above, and can visit Battat’s website to access all its catalogues.

Dolls & Collectibles

www.eolo.com | sales@eolohk.com

Eolo Toys continues to push the boundaries of innovation, delivering engaging and trend-driven toys for children worldwide. With a wide portfolio of house brands, the company remains committed to providing play experiences to kids all around the globe.

Cutie Pops brings a fresh and interactive approach to traditional collectible plush keychains. With 24 characters to collect and over 20 charms to mix and match, Cutie Pops allows children to express their creativity by designing their accessories. Featuring five ontrend keychain clips, these plush companions can be attached to backpacks, purses or keyrings for on-the-go fun. To make the play experience even more appealing, each Cutie Pops pack includes a redeemable code for exclusive digital rewards in the official Cutie Land video game, where kids will be able to take care of their Cutie Pops characters. As the brand continues to gain popularity and expand globally, Eolo Toys will enlarge the line with new extensions and exclusive licences.

With a focus on creativity, quality and continuous innovation, Eolo Toys is committed to bringing joy and smiles to kids worldwide, whether through expanding original and successful brands, launching new licensed products or enhancing digital integrations.

GP UK

www.flairgp.co.uk

Winx Club has enchanted fans for years, and for 2025, GP UK has announced a range of dolls to accompany the brand-new series launching in September 2025. The new line will feature the Winx fairies in all-new outfits and accessories, allowing young fans to bring the fairy world to life. Collectors will be treated to a fresh take on their favourite characters, each with unique magical powers and themed accessories that capture the spirit of the Winx universe.

The Giochi Preziozi Group has also been appointed as the master toy distributor for the Hello Kitty range across the UK and Europe. With products across all categories from plush, figurines, children’s electronics, nursery, cosmetics and dolls, the range is packed full of innovation and style and also includes the company’s new Plasticine line. In 2025, GP UK has transitioned from the name Flair. To find out more about these ranges and this new chapter for the company, get in touch via the details above.

0330 123 2559 | www.clickdistribution.co.uk | click@clickdistributionuk.com

Fans can experience the magic of the metaverse with the launch of the Roblox Dress To Impress master toy line. Inspired by the hit Roblox game, which lets players design and customise outfits, this collection features highly detailed figures, play sets and fashion accessories. Fans can mix & match to create their own looks, bringing their favourite in-game avatars to life.

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Dolls & Collectibles

Moose Toys

01637 882 200 | www.moosetoys.com

New for 2025, Moose Toys has introduced Cookeez Makery Yum Yumz. This collectible combines sensory play with scented plush toys and a surprise reveal. The Twin Pack includes two adorable plush pets in an ice cream cone. Children can twist the cherry key to reveal surprise plush pets, with over 30 characters to collect, including Common, Rare and Ultra Rare. The Single Pack offers a smaller, shareable surprise for fans.

In collaboration with Eolo Toys, Moose has also released BibiChibis, the collectible baby figures bringing positivity through sensory play and unique emotions like happiness and gratitude. With 36 characters across Dream, Foodie and Wild teams, plus a limited-edition Bibi-Chibi, they are available in Single Packs and Five Packs.

New to the UK, expanding the collectible line up is XOX Kweenie, figurines that celebrate individuality and selfexpression. Each Kweenie has a premium finish and unique personality, with a bio card and a stackable display case to showcase the collection. Available in two series—Quirky and Fearless—the Single Pack and Deluxe Figures offer multiple ways to build a one-of-a-kind collection. The line includes two Limited Edition Kweens for added exclusivity.

To find out more about Moose Toys’ extensive ranges, get in touch via the details above.

Just in time for Miraculous: Tales of Ladybug & Cat Noir’s milestone 10th anniversary, Playmobil and Miraculous Corp have teamed up once again to launch a brand-new collection of imaginative playsets, arriving globally on 27th June 2025. This second wave builds on the success of the inaugural Playmobil x Miraculous line introduced in 2024—praised by fans and toy industry insiders alike for its detail, charm and creative play potential.

The new line features six richly detailed sets that invite kids ages 4–10 to dive deeper into the beloved universe of Marinette, Adrien and their superpowered friends. The collection combines Playmobil’s iconic craftsmanship with the heart, humour and heroics that have made Miraculous a global phenomenon.

Among the highlights is Miraculous: French Bakery, which lets fans step inside the iconic Parisian bakery run by Marinette’s parents, Tom Dupain and Sabine Cheng. From colourful macaron cakes to freshly baked baguettes, this charming set is filled with culinary delights. Kids can roleplay as Tom or Sabine, serve customers or whip up new pastries behind the counter.

The Miraculous: Paris Scooter Ride set follows Marinette as she navigates the bustling streets of Paris, delivering delicious treats on her signature red scooter.

Miraculous: Ladybug and Cat Noir Wedding Dream is a whimsical set where the heroic duo appears in elegant white wedding attire, joined by their Kwamis, Tikki and Plagg. As they face off against the villain Darker Owl—who tempts them with their heart’s desires—fans can imagine whether this fantasy might become a reality someday.

The new line also introduces more iconic characters from the Miraculous universe, including Lady Wifi, featuring Marinette’s best friend Alya transformed into the digital villain by Hawk Moth; and Vesperia, featuring Zoé Lee as the bee-themed superhero who teams up with Ladybug and Cat Noir to save Paris.

Global favourites for local shelves, welcome our dolls into your stores.

Coming in full ground support at a skill level one, the 1:48 scale WWII RAF Ground Crew figures set is brought back to the range since its first release in 2015 as a new mould. Composing of eight ground crew figures and two pilot figures, each component comes with multiple options for different posing. Amongst the figures, the RAF Ground Crew set also features an oil bowser, trolley accumulator, ammunition trolley and other miscellaneous support equipment, and even an airfield dog. The average figure height is 36mm, with the set totalling to 108 parts, ideal for those 1:48 scale WWII airfield dioramas.

A Gift Set fit for the commemoration of the Battle of Britain, this 1:72 scale kit has joined Airfix’s 2025 range once again. Featuring four aircraft that fought during the Battle of Britain, this Gift Set also includes a display stand, allowing modelers to present all four models in airborne poses, along with all the necessary acrylic paints, poly cement and brushes to complete the build.

• Messerschmitt Bf109E-3 – Length: 120mm, Width: 137mm, Parts: 44

• Supermarine Spitfire Mk.Ia – Length: 126mm, Width: 156mm, Parts: 36

• Hawker Hurricane Mk.I – Length: 133mm, Width: 169mm, Parts: 51

• Heinkel He111P-2 – Length: 226mm, Width: 312mm, Parts: 151

Ready to refuel and filling in at a skill level two, the 1:48 scale Albion 3-Point Fueller is being brought back to life within the Airfix range as well, resurrected for those who missed its first (and only) debut in 2015 as it was first introduced as a new mould. The kit includes the original scheme from the 2015 release; once built, it measures a total width of 45mm and 118mm in length, containing 113 parts. Featuring poseable doors and fuelling lines, this vehicle is ideal for a 1:48 scale airfield diorama.

Also coming in at a skill level two is the 1:48 scale WWII 15-cwt 4 x 2 G.S. Truck, which is joining the 48th scale range once again after its first appearance to the Airfix range as a new mould back in 2014. The kit includes the original two schemes from the 2014 release and once built, it measures a total width of 41mm and 89mm in length, containing 95 parts. Featuring a poseable rear door, engine detail, poseable bonnet and optional fabric cover, this vehicle is perfect for a 1:48 scale airfield diorama.

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Craft Buddy, Hornby, Lego, MGA, Ravensburger, Topps & TY.

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LegoMarvelMiniBusts TheLegoGroup

01753 495 000 | www.lego.com

The Lego Group has unveiled the latest additions to its Lego Marvel product range: Marvel Super Heroinspired mini busts. Builders will be able to recreate Iron Man and Iron Spider-Man in Lego brick form, and with both being just over 6.5 x 6.5 inches, these collectible mini busts are ideal for display on any shelf.

Launching 1st June and available for pre-order now, the Lego Marvel Iron Man bust provides fans with an epic display model. The set depicts the Iron Man MK4 armour, inspired by the suit within Marvel Studios’ Iron Man 2. The 434-piece set is equipped with two posable airbrake flaps, micro missile launchers and a whole host of other features, making fans ready for any opponent. A printed nameplate and Iron Man minifigure are also included to round out this set highlighting one of Marvel’s original Avengers.

The Lego Marvel Iron Spider-Man bust launches 1st August and is also available for pre-order. This unique build depicts Iron Spider, a suit equipped with nanotechnology to help battle one of Earth’s mightiest foes, Thanos, in Marvel Studios’ Avengers: Infinity War. This 379-piece set is equipped with all the Iron Spider suit’s unique features, including two movable mechanical arms and a Spider-Man minifigure.

New Lorcana Sets

01869 363 830 | www.ravensburger.com disney.lorcana.uk@ravensburger.com

The latest offering from Ravensburger in the realm of Disney Lorcana TCG is Set 8: Reign of Jafar, which arrives in Hobby stores from 30th May and at mass retail from 6th June. With a storyline which maximises the depth of creative inspiration behind the Set characters, Jafar has taken over Archazia’s Island, corrupting the beautiful haven into his menacing fortress. His reign may be the greatest threat that Lorcana has faced.

Each of the two new Disney Lorcana TCG single-player decks includes everything needed to play right out of the box. Through these decks, players get a taste of the rich story and varied characters of the Disney Lorcana TCG. Each prebuilt deck has 60 cards and features cards from two ink combinations - Ruby & Steel and Amber & Amethyst - each with distinct play styles. With 12 cards per pack, the Booster Packs give players the ability to customise their decks and discover their own gameplay strategies.

The new Illumineer’s Trove contains a full-art storage box with six card dividers to keep Disney Lorcana TCG cards safe and organised by ink. The Illumineer’s Trove includes eight Booster Packs and helps keep track of character and location damage with six dice featuring a hypnotic sandy effect.

The cooperative gameplay format returns for Set 8 with Illumineer's Quest: Palace Heist. Unlike other TCGs, this immersive game of good vs evil for 1 or 2 players is perfect for Disney fans, casual and competitive players alike and brings a unique play dimension to the brand. Players are challenged to sneak into Jafar’s stronghold and steal back the Reforged Crown before he becomes all-powerful.

CrystalArtWildlifeBuddies CraftBuddy

020 3417 6565 | www.craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk

Craft Buddy has launched its new collection of Crystal Art Wildlife Buddies, a range of twenty dazzling animal kits. These wooden, 11cm-tall collectibles bring the wonder of nature to life with sparkling crystal art and an educational twist, making them a mix of creativity and discovery for kids and adults alike.

At just £4.99 RRP each, this is a range that can not only be collected, but also offers an affordable pocket money product, gift or holiday and travel entertainment. Developed by Craft Buddy’s in-house creative team, Wildlife Buddies offers a new twist to the globally popular Crystal Art Buddies range.

The launch range features five themed wildlife locations: Safari, Jungle, Ocean, Down Under and Misunderstood. Each features four incredible creatures to make and collect. Each Wildlife Buddy comes with an exclusive Edu-card, packed with fascinating facts and a QR code which links to the Craft Buddy website for further interactive learning.

Each Edu-card included in the kit is the size of a trading card, making it easy to collect, trade and keep. Each card offers insights into wildlife creatures from around the world. Parents and teachers can use them to spark curiosity in young minds, encouraging kids to appreciate the natural world in a fun and interactive way.

As with all Crystal Art Buddies, the easy-to-follow process makes them suitable for anyone aged six and up and offers a fun, hands-on activity that’s also relaxing and mindful, as well as a shared family experience.

Craft Buddy’s commitment to quality and sustainability means each Wildlife Buddy is made from sturdy, responsibly sourced wood, ensuring a durable and eco-friendly crafting experience. Unlike plastic collectibles, these solid wood

ILoveBunniesBowEdition

01908 800 100 | www.topps.com

Topps has launched the latest edition of its I Love Bunnies figurines collection with the all-new Bow Edition.

Fans can collect 17 adorable bunny figures, including the ultra-rare twin duo, Spring and Summer, plus favourites like Zesty, Harmony and Popcorn. Each pack comes with a surprise bunny figure and four trading cards, ideal for playing, swapping and sharing with friends and family. I Love Bunnies Bow Edition features a Blind Packet, Easter Egg Tin containing two packs, a Collector’s Pack and 4 x Pack Multipack. Collectors can hop into the world of I Love Bunnies Bow Edition to get to know each bunny and discover their favourite things, fun hobbies and best furry friends. Characters in the collection include Paige, Chilli, Coral, Miles, Tot, Pickles, Zesty, Harmony, Button, Bubba, Liberty, Popcorn, Buddy, Candy, Atlantic, Spring and Summer.

MojMoj MGAEntertainment

0845 0533 333 | www.mgae.com

Moj Moj, the fan-favourite squishy sensation from MGA Entertainment, has returned to UK shelves, bringing a new wave of fidget-friendly fun designed to captivate kids and adults alike.

Since its first launch in 2018, Moj Moj has appealed to collectors, fidget fans and sensory play lovers. Known for its irresistibly soft textures, cute characters and surprise reveals, Moj Moj is all about stress relief and collectability. Now in 2025, Moj Moj is back to excite long-time fans and introduce a new generation to the world of squishy fun with even more collectible characters, sensory textures, ultra-soft materials and surprise reveals.

From pastel cuties to glitter pals and glow-in-the-dark squishies, Moj Moj is bursting with fresh characters waiting to be discovered. The all-new Moj Moj Crunch Series One and Moj Moj Squish Series One feature more than 28 characters to collect, each packed with unique textures, whether it’s sand, beads or foam, every pack is a satisfying sensory experience. Retailing at just £3.99 per mystery pack, the all-new Moj Moj Crunch and Squish collections deliver affordability and collectability with high play value.

The return of Moj Moj will be supported through a marketing push, including influencer collaborations and social media advertising.

Re-releasedOriginalBeanieBabies

Ty 023 9387 6600 | www.shop.ty.com  |  sales@tyuk.co.uk

In 2023, a series of highly sought-after Ty Original Beanie Babies were re-released as part of a strictly limited 30th anniversary special edition produce drop. Now, six more characters have joined the collection, including a new version of 1997’s Claude the Crab, one of the most expensive Beanie Babies ever valued at around €30,000. Despite innovation and digitalisation, retro products such as Original Ty Beanie Babies remain a major trend in 2025. Still incredibly popular among collectors and a hit with today’s kids too, the Original Beanie Babies continue to delight Ty fans big and small, more than 30 years after their creation.

Since the end of March, six colourful new characters have been available from Ty: Winston the teddy, the cheeky cockatoo Pompom, Kayla the kangaroo, Ruffles the hedgehog, Louie the lobster and Scuttles the crab.

Allegedly

By the time this issue lands on desks, some key players from the global toy community will be safely ensconced in California for the first LA preview of the year. I won’t be there myself, so I will be interested to hear how it is all going from people who are making the trip. Based on what I picked up over Toy Fair Season, it is likely that more people will be there this April than attended a year ago – but that will still represent a fraction of the number who will be in LA in September. Logically, that makes sense. Assuming you went to one or more of the shows in London, Nuremberg and New York, are there that many new ranges that can be seen which weren’t on view a couple of months ago? Seasonally, conversations are certainly starting with major US toy retailers about Spring Summer ’26, but that remains a lesser opportunity for many suppliers than Autumn Winter. Are there still opportunities to ‘do deals’ for ’25? Perhaps, although some may feel they already have enough to be getting on with for the remainder of this year. With Distoy out of the picture, will some of those conversations switch to LA? I am also hearing that certain retailers have been a little cautious with early AW orders this year, so will distributors prefer to wait and see where they end up with selections on their current range before committing to bringing in more product? Or do they feel they might need incremental opportunities in order to hit their projections? Literally every company will be in a different position and can only make decisions based on own experiences…

I am also curious to see where FOB orders are coming out this year – will retailers be prepared to make those commitments and take full responsibility for multiple containers of product in order to secure the extra margin points on offer, or will they decide instead to accept a lower, domestic margin in return for greater flexibility and putting a higher degree of the risk back onto the supplier? A full warehouse with paid-for stock at a better margin, or the ability to order stock as and when it’s needed – for most retailers, it’s not a case of either / or, but what percentage of the budget goes towards FOB and what percentage is allocated to domestic stock – and will the weighting be different to previous years…

It was officially announced last month that The Entertainer and the Lego Group have rekindled their partnership, with product arriving on shelves from the middle of last month. This brought to a close the biggest toy trade Mexican standoff since Mattel and Toys R Us UK fell out back in the 90s. Good news for both companies and Tesco / The Entertainer shoppers, and it also offers hope for any companies which have accounts that they feel are impossible to reach an agreement with. The Entertainer and Lego thrashing out a deal arguably shows that anything is possible…

It has also been confirmed that the new owner of WHSmith – to be rebranded TG Jones for the most spurious of reasons – will continue to operate Toys R Us concessions in key stores. So, Toys R Us will maintain a High Street presence in the UK and who knows, under new management, that partnership could even blossom…

I saw a poll recently which asked people to predict what the big summer movie hit would be this year - the choices were Lilo & Stitch, Superman, Jurassic World and How to Train your Dragon - and I thought… it could be any of them, they are all likely to be huge. The latest Superman Trailer looks great. We have three ardent ‘Dragon’ fans in the Toy World team, and I am genuinely excited to see Lilo & Stitch when it is released – and not just from a professional perspective. I really do think it has the potential to be Disney’s best live action remake yet. Some of the other live action versions of classic Disney films haven’t quite hit the mark, but somehow this movie feels like it could genuinely deliver on its promise …

In the wake of Trump’s Chinese tariff announcement, there are reports that some companies have temporarily halted production and shipping to the US. There have also been suggestions that large US retailers have suspended FOB shipments – at least if the order is with a US supplier, the retailer can negotiate or insist the supplier picks up the tab. You can’t do that with FOB orders. While the epicentre of the problem is in the US, the rest of the world is certainly not immune to the aftershocks. If a large volume of product isn’t going to the US, where does it go? Will Europe, the Middle East, South America, even Australia suddenly find they have opportunities to pick up stock that would normally be destined for the US? Maybe – however, as I learned recently, total toy sales in the leading 7 EU countries are the equivalent of the toy turnover of Walmart and Target combined. Can the rest of the world really absorb that level of stock…

We continue to hope that the amazing efforts of the Toy Association and leading players in the US toy market to persuade the administration to exempt toys from the tariff nightmare are successful. Credit the likes of Isaac Larian, Jay Foreman and others, who are tirelessly banging the drum for common sense. Indeed, as was pointed out on LinkedIn this week, this may be the only time we see Isaac Larian and Nick Mowbray agreeing – when faced with a threat of this magnitude, it is good to see that rivalries can be put to one side. In the end, we really are all fighting the same battle here…

Minecraft movie screenings have become the talk of the town, with some people complaining about raucous behaviour from teenagers ruining their viewing pleasure. Hopefully cinemas will realise that there is a great opportunity here for ‘interactive’ screenings where active participation by the audience is welcomed as part of the shared experience. Cinemas have been moaning for ages about declining audience numbers: here is a movie which is bringing teenagers back to theatres and vividly illustrating the passion of the audience for the iconic franchise. Surely we have to do everything we can to encourage that. Just as musical movie singalongs and Rocky Horror Picture Show screenings have long enticed superfans to let themselves go and immerse themselves in the movie, Minecraft is doing that for a demographic that has arguably been missing from cinemas for a while. So, if you’re going along to see the movie, take some popcorn to throw and get ready to shout “Chicken Jockey” at the appropriate moment.

world licensing

Our special Licensing World Section starts here... including Licensing Expo preview, Hot Properties & more

world licensing

Feature Licensing Focus

Hot right now

The months ahead are absolutely bursting at the seams with blockbuster movies and big-budget TV shows following the disruption of 2023/24, meaning kids and families, as well as major toy and game licensees, will be spoiled for choice both in terms of entertainment and consumer products. Toy World’s Rachael Simpson-Jones sums up what’s on the horizon in what is shaping up to be a very big year indeed.

WWhen the SAG-AFTRA (Screen Actors Guild – American Federation of Television and Radio Artists) went on strike over a labour dispute with the Alliance of Motion Picture and Television Producers (AMPTP) in 2023, it spelled disaster for 2024’s movie and TV slate. Numerous productions were shut down, releases were pushed back, and actors were discouraged from promoting films and shows that had already been made.

Fast forward to 2025 though, and the silver lining to all the disruption is that this year’s slate is packed with family-friendly goodies that will have viewers heading to the cinema (or their front rooms) in their droves, and licensees clamouring to lock down consumer product deals (if they haven’t already).

Let’s get the obvious one out of the way first: Lilo & Stitch. Arriving in cinemas 23rd May, this live-action remake of the beloved 2002 animation looks set to smash box office records. In fact, it’s tipped for such big things that we felt it was only right to partner with our good friends at Disney Consumer Products to produce a dedicated, standalone Stitch supplement alongside this issue. Featuring exclusive insight from the Disney team, plus Q&As and product info on a raft of licensed toys, games and kids’ products, make sure you check it out.

Elsewhere on the big screen, Warner Bros.’ A Minecraft Movie, released in April, looks set to pass the $500m worldwide box office takings milestone for 2025, making

it the first Hollywood blockbuster of the year to do so, having already secured the best domestic debut of the year and the best ever for a video game movie adaptation. And while one must spare a thought for the poor ushers clearing up the aisles post chicken-jockey mayhem, there’s no denying that the film has provided enthusiastic audiences with a ‘unique’ cinema-going experience that’s generated global headlines.

A Minecraft Movie comes hot on the heels of Mojang Studio’s 15th anniversary in 2024. The company continues to celebrate by bringing fans new ways to build on their love of the game. Minecraft Experience: Villager Rescue, an immersive location-based attraction that first debuted in Dallas, Texas, last October, made its UK and European debut on 4th April 2025 at London’s Corner Corner venue. Mojang also has partnered with Netflix to produce a CG-animated Minecraft series, which will introduce an original story with new characters, reflecting the game’s dynamic world in a fresh narrative format.

Summer promises warmer weather, longer days - and even more major movies. June 13th heralds the arrival of another major live-action remake: DreamWorks’ How To Train Your Dragon. Full disclosure, I am a megafan of the original animated franchise and therefore utterly biased… but this absolutely looks glorious. With Dean DeBlois once again in the saddle and John Powell returning with sympathetic adaptations of his emotional orchestral score, plus The Black Phone’s breakthrough star Mason Thames on board as the convention-breaking

Hiccup, existing fans can look forward to a very faithful remake, and new ones a stunning, resonant tale of what it means to choose love and friendship over familial expectations.

Jurassic World Rebirth, from Universal Pictures, roars into cinemas on 2nd July, giving fans of the franchise a comfortably familiar storyline to get their teeth into – you know the drill: dinosaurs, an island, experts and scientists paired with hapless civilians etc. – courtesy of David Koepp, who wrote the first two Jurassic Park Films and has assured audiences that this latest instalment will revisit JP’s core dino DNA. James Gunn’s much-anticipated take on Superman will then fly into cinemas on 25th July, following a hugely positive reaction to the official trailer released in early April. And while the Man of Steel is the hero of the movie, Krypto the Superdog might just be the hero of the toy aisle, if viewer reactions to the adorable white mongrel are anything to go by.

Later in the year, there’s also Universal Pictures’ Wicked: For Good (21st November), which concludes the fantastical story of Glinda (Ariana Grande) and Elphaba (Cynthia Erivo), and 20th Century’s Avatar: Fire and Ash (19th December), the third instalment in James Cameron’s performance-capture CGI epic. Both skew slightly older in terms of consumer product, so expect plenty more in the way of collectibles, figures, apparel and accessories aimed at kidult fans.

On the small screen, we’ve already binged season two of the dystopian Korean gameshow drama Squid Game,

Licensing Focus

while the long-awaited final instalment of Stranger Things and series two of Wednesday will both debut on Netflix this year, though we don’t yet know when. Anticipation for both series is high; they’ve certainly kept audiences waiting long enough. In the case of Stranger Things, the lengthy gaps between series – the first season aired 10 years ago in 2015, would you believe it - have seen the adorable schoolkids become lanky young adults with facial hair and deep voices. Still, the fifth and final season is likely to be a worthy end to a franchise that has been consistently brilliant ever since viewers first entered the Upside Down.

At the younger end of the content spectrum, excitement is growing for the patter of piglet hooves ever since Hasbro announced that pre-school icon Mummy Pig was a pregnant porcine and that Peppa and George are set to become big siblings (piglings?) to a little sister. The Peppa Meets the Baby Cinema Experience, a special, big screen experience that offers “an hour of laughter, tears and loads of heartwarming moments”, will be arriving in more than 2,600 cinemas across 14 countries beginning 30th May 2025 to celebrate the special new arrival, which looks set to rejuvenate this classic property.

The Paw Patrol action, meanwhile, hots up with the new autumn/winter Fire Rescue theme, giving licensees new ways to bring the adventures to kids across figures, play sets and collectibles, while a new series of spin-off Rubble & Crew will also launch this year. Bluey maintains its place as the No. 1 pre-school property following the release of extra-long Easter special The Sign, which tackled big themes and life milestones such as house moves and marriages, and Studio 100’s Vegesaurs will be distributed to family audiences in North America this year. Fans can also look forward to seasonal YouTube specials and a brand-new Vegesaurs immersive experience, which made its debut in Australia in January. 2025 also marks the 10th anniversary of Miraculous - Tales of Ladybug and Cat Noir. Broadcast in over 150 countries, Miraculous will unveil season six in early

2025, with season seven already in production for a 2026 release. And Dora the Explorer turns 25 this year, the same year seasons three and four of the new animation arrive (and a live-action Dora film, Dora & the Search for Sol Dorado, is scheduled to premiere on Paramount+ in 2025 too).

It’s a big year for sport too. Automotive racing enjoys pole position on the grid thanks to F1, a big-budget drama following Brad Pitt’s down-and-out driver as he attempts a comeback within the fast-paced world of Formula 1, while the new-look FIFA World Cup kicks off in the USA on 14th June and the UEFA Champions League on 13th September. In women’s sport, the UEFA Women’s Euro 2025 starts in Switzerland from 2nd July, while closer to home, the 2025-26 Barclays Women’s Super League and Barclays Women’s Championship seasons get underway the weekend of 6th/7th September. There’s also the Women's Rugby World Cup and the Women's Cricket World Cup, if football isn’t your thing. All tournaments will undoubtedly encourage kids to grab a ball of some description and get outside, meaning sports team licensees and outdoor toy specialists will be in for a bumper year – especially if the pleasant weather we’ve enjoyed recently holds out.

In gaming, Stumble Guys continues to make strides by forging great new partnerships, including Scopely’s most recent collaboration with Gen Z and Gen Alpha sensation Skibidi Toilet. Readers can find out all about the studio’s plans for 2025, and how it continues to tap into the Consumer Products space, in the exclusive interview near the start of our Character Licensed Merchandise feature within this issue. Rovio’s Angry Birds is flying high following its celebratory 15th anniversary in 2024 and the launch of its new longform series, Angry Birds Mystery Island, on Amazon Prime and Kids+.

Q&A with the studio behind Talking Tom, Outfit7, to discover more about its plans for the franchise and new Consumer Products partnerships.

It’s also interesting to see how toy brands are positioning themselves within the licensing sector. Doubtless inspired by the success of properties such as Squishmallows and Fuzzballs, Posh Paws’ Kawaii Kuties, Innov8’s Deddy Bears and Libertas Brands’ Fuggler are all eyeballing opportunities to transform from toys to character-led consumer products. Given the success of these ranges to date, and the social media buzz that surrounds them, licensees should certainly consider checking them out.

Looking a little further ahead, Pokémon is preparing to celebrate its 30th anniversary next year. The world’s largest single property, Pokémon has been a huge success at retail this Q1 (sell-out success Prismatic Evolutions has had queues forming outside retailers across the country) and will welcome new content and in-game events across its wide range of video games and apps, new physical trading cards and a raft of toys and collectibles, with fans keener than ever to catch ‘em all.

2026 will also be an exciting year for fans of Warner Bros.’ Wizarding World as Max, the newly branded streaming service for HBO, brings Harry Potter back to life as a TV series. A recent cast announcement revealed that Six-time Emmy and two-time Tony Award-winning actor John Lithgow (most recently seen in Oscar-nominated papal thriller Conclave) is on board to play Hogwarts headmaster Albus Dumbledore, while Nick Frost (Shaun of the Dead, Hot Fuzz, Paul) has big shoes to fill as Hagrid. Tony Award and Golden Globe Award-winning actor Janet McTeer (Me Before You, The Menu) takes on the role of the beloved Minerva McGonagall and Paapa Essiedu (I May Destroy You, Black Mirror) has been cast as Severus

The Talking Tom & Friends franchise, meanwhile, is enjoying huge success in the gaming industry and is now poised for further growth by expanding into television, consumer products and even live entertainment. Talking Tom Heroes: Suddenly Super is a new animated series that offers a new twist on the Talking Tom & Friends universe. Suddenly Super is set to launch on BBC’s CBeebies in the UK later this year, marking a key milestone in the series’ international growth. Look out for this issue’s exclusive

Snape. Although there are a huge number of roles yet to fill – the actor playing He Who Must Not Be Named has, for example, has not yet been named - this is clearly going to be a big-budget adaptation of the books that will offer witches, wizards and muggles alike a new way to immerse themselves in this magical world.

Slated to run over 10 years - the same length of time as the movie franchise - all we can say is when it comes to this series is… wands at the ready.

BOOKSHELF

COLLECTOR SET

Launching Collection the

LAUNCHING AUTUMN 2025

Licensing World

Mattel and Disney renew multi-year global licensing agreement for Toy Story

Mattel has renewed a multi-year global licensing agreement with Disney for new products commemorating Toy Story’s 30th anniversary and for the upcoming release of Toy Story 5 on 19th June 2026. The agreement extends Mattel’s global licensing rights to develop lines of toys for Toy Story across Action Figures, Vehicles, Radio Control, Games, and Plush.

Some of Mattel’s products honouring Toy Story’s 30th Anniversary are now available, with Toy Story 5 releases planned for next year. In 2026, Mattel’s Action Figures offering will expand and highlight key movie moments and characters, and Uno will introduce a Toy Story 5-themed edition featuring a custom rule inspired by the movie. Mattel will also launch a new Toy Story Plush range and Radio Control products that bring unforgettable movie moments home, while classics like Kerplunk! and Tumblin’ Monkeys continue collaborations for the franchise’s latest theatrical chapter. Mattel’s Little People line will integrate iconic Toy Story characters and scenes, and a new Imaginext lineup will debut.

Nick Karamanos, senior vice president of Entertainment Partnerships at Mattel, said: “Toy Story has been a beloved cornerstone of storytelling and imagination for generations, and Mattel is honoured to have been part of the journey with Disney over the past 30 years. As we look ahead to the excitement of the fifth film, we will continue to create toys and products that showcase the joy, surprise and fun that has made Toy Story an incredible property for families and fans of all ages.”

Paul Southern, senior vice president of Global Brand Commercialisation at Disney Consumer Products, said: “Throughout the many years of Disney’s collaboration with Mattel, fans have taken their imagination and love for Toy Story characters to infinity and beyond through the magic of play. By celebrating the 30th anniversary of Toy Story and the anticipation of Toy Story 5 through new products, we will pay tribute to the legacy of this beloved brand and its influence on culture, while engaging with new and existing fans.”

Mattel can be contacted on 01628 500 000.

Bioworld Merchandising acquires Character World Brands

Bioworld Merchandising, a leading global provider of lifestyle pop culture products, has announced the acquisition of Character World Brands, a leading European licensed home textile company. This partnership enhances the growth trajectory for both companies.

Leveraging Bioworld’s global presence, unparalleled industry expertise and robust infrastructure, the alliance is poised to generate exceptional value for consumers, brands and retail partners. This acquisition unlocks new distribution channels, expands licensing opportunities and strengthens the product portfolio.

“This is a partnership that represents a mutually beneficial opportunity for both companies,” said Raj Malik, CEO of Bioworld. “By leveraging our global reach and product expertise, we can create significant growth opportunities. This new venture aligns closely with our business and delivers exceptional value for our shared customers while increasing our footprint in the EU.”

“Joining Bioworld’s impressive ecosystem will accelerate our growth, allowing us to leverage its scale and support to reach more consumers with our comprehensive home solution,” added James Walker, CEO of Character World Brands. “We will look to strengthen our home textiles offering as well as continue the growth of our new segments in hardlines that launched in 2025. As a team, we are delighted to become part of a global business that shares the same values and ambitions.”

The collaboration will catalyse brand and category expansion across all retail channels, capitalising on Character World Brands’ established market presence and track record of success. With this strategic union, the two companies are positioned to push the boundaries of the licensing industry in the US, UK and Europe. Bioworld is actively exploring additional strategic acquisitions, investments and partnerships to further strengthen its growth platform and continue its trajectory of market expansion and innovation. More will be announced in due course.

For more information, get in touch with Bioworld through its website and with Character World Brands at info@characterworld.com.

Peppa Meets the Baby Cinema Experience to arrive this May

Hasbro has announced that Peppa Meets the Baby Cinema Experience will be arriving in more than 2,600 cinemas across 14 countries beginning 30th May 2025.

Families can celebrate the beginning of a new era of Peppa Pig at the special, big screen experience with an hour of laughter, tears and loads of heartwarming moments. With 10 new episodes, six brand new songs and music videos, little ones can dance and sing along with Peppa and her family and friends.

Mummy Pig’s joyous announcement marks the beginning of a transformational era for the Peppa Pig brand that will continue with new content across entertainment and retail, as well as updated narratives for the next twenty years and beyond. Additional details, content, products and events showcasing the new family of five and this monumental change will roll out throughout the spring, including unveilings of the baby’s gender, name and more.

The Peppa Meets the Baby Cinema Experience will screen in English in select cinemas across the United Kingdom.

Licensing World

Think Influence powers the next wave of licensed brands

The next generation of licensed brands is emerging, not from traditional entertainment pipelines but from the immersive, community-driven world of Roblox. With blockbuster games engaging millions of players daily, this ecosystem has become a global IP incubator for everything from collectibles and toys to fashion and experiential products.

At the centre of this transformation is Think Influence, an agency leading the way in connecting high-growth virtual IPs with global brand, licensing and retail opportunities. The agency represents over 100 of the top-performing games on Roblox, collectively reaching more than 350m monthly players across 195 global markets. These titles aren’t just games; they are scalable, transmedia brands with built-in communities and cultural relevance.

Among Think Influence’s newest licensing programmes is Fisch, a game that has captured the imagination of players with its vibrant, oceanic world and character-rich collecting gameplay. Fisch is set to make its retail debut in autumn 2025 through a multi-year toy partnership with PhatMojo. The line includes plush, microfigures and surprise collectibles inspired by the game’s stylised aquatic creatures. The deal follows a global representation agreement covering licensing, promotions and brand collaborations.

Also in-market is Blox Fruits, one of Roblox’s most iconic titles with over 50b lifetime plays. With a global fanbase and major influence across Discord, TikTok and YouTube, Blox Fruits has launched a successful toy line with PhatMojo already at retail. The range includes action figures, plush and collectibles inspired by the game’s characters and powers.

With a client portfolio that includes some of the most-played and culturally relevant games on the platform, Think Influence is uniquely positioned to turn Roblox-native IP into global consumer brands. From building go-tomarket strategies to managing multi-category licensing rollouts, the agency works hand-in-hand with developers and creators to scale their IP beyond the screen.

Among Think Influence’s top creator clients are CSapphire and WhoseTrade, two of Roblox’s most influential names redefining what it means to build creator-led brands. CSapphire, Roblox’s leading female digital fashion designer, was the inaugural winner of the British Fashion Council’s Metaverse Design Award and has designed collections for Gucci, Blackpink, Olivia Rodrigo, L'Oréal Professionnel Paris and Heidi Klum’s Modelverse. Licensing programmes across fashion, accessories and lifestyle categories are underway.

WhoseTrade, the platform’s leading male fashion creator, has collaborated with top brands including Adidas and Hugo Boss on limited-edition avatar wearables. In a historic moment for digital fashion, his Adidas x WhoseTrade Diamond Chain necklace sold for 2m Robux (around $20,000), making it the most expensive UGC item in Roblox history. He has created and sold over 40m virtual items to date.

From toys already on shelves to upcoming licensing rollouts and digital integrations, Think Influence is shaping the future of consumer products by transforming digital-first hits into global entertainment brands.

Smiffys announces new collaboration with Dr Seuss

Smiffys has announced a new licensing agreement with Dr. Seuss Enterprises that will see it create an officially licensed costume collection inspired by beloved Dr. Seuss stories. This collaboration will bring to life some of the most iconic characters from the legendary author’s books, including How the Grinch Stole Christmas! and The Cat in the Hat.

As a trusted name in the costume industry, Smiffys is renowned for delivering high-quality, innovative and fun designs to customers worldwide. Thanks to this partnership, fans of Dr. Seuss can step into the whimsical world of their favourite stories with officially licensed costumes perfect for World Book Day, seasonal celebrations and themed parties.

“We are absolutely delighted to collaborate with Dr. Seuss Enterprises on this fantastic collection,” said Dominique Peckett, director at Smiffys. “Dr. Seuss books have inspired generations with their imaginative storytelling and unforgettable characters. We look forward to bringing this magic to life through our costumes, allowing fans of all ages to embrace the playful spirit of Dr. Seuss.”

The collection will feature a range of costumes based on Dr. Seuss’s timeless characters, from iconic, mischievous Grinch costumes to the unmistakable red-and-white striped hat of The Cat in the Hat. Each design will capture the essence of the original illustrations, staying true to the nostalgic charm that has made Dr. Seuss a household name.

The officially licensed Dr. Seuss collection is set to launch later this year with costumes for adults and children. The range will be available for purchase through Smiffys’ global distribution network, including independent retailers, online platforms and specialty costume shops.

Smiffys’ Dr Suess collection with be available in the United Kingdom, Ireland, France, Netherlands, Belgium, Germany, Austria, Switzerland, Spain, Portugal, Poland, Croatia, Czech Republic, Lithuania, Romania, Bulgaria, Slovakia, Slovenia, Sweden, Finland, Denmark, Norway, United Arab Emirates, Iceland and Italy.

For more information and enquiries, please contact sales@smiffys.com or visit smiffystrade.com

Mattel and WWE renew global licensing partnership

Mattel and WWE have announced a multi-year extension to their global licensing agreement which sees Mattel continue to produce a wide range of WWE products, including action figures and accessories, playsets, role play items, vehicles and vehicle accessories.

Mattel and WWE have partnered to deliver a dynamic and diverse lineup of toys since 2010, now sold in over 50 markets worldwide. Mattel’s WWE action figures have consistently ranked among the Top 10 properties in the US action figure category, with the WWE Main Event Action Figure Series being the longest-running continuous action figure assortment in history. The multi-year extension comes at a time of continued international expansion for WWE through its new partnership with Netflix. Monday Night Raw launched on the US streaming service in January 2025, with all WWE programming and Premium Live Events also becoming available on Netflix across many international markets.

“Our longstanding partnership with WWE has resulted in some of the most celebrated action figures in the industry,” said Josh Silverman, chief franchise officer at Mattel. “As we extend this agreement, we are committed to delivering authentic, high-quality products that capture the energy and larger-than-life personalities of WWE for fans across the globe.”

“WWE’s relationship with Mattel has been a cornerstone of our consumer products strategy for 15 years,” said Alex Varga, co-head of Revenue at WWE. “Extending this collaboration will allow us to continue offering products that bring our WWE superstars and their stories to life for our global fanbase.”

Mattel’s current offering of WWE products can be found online at shop. mattel.com and in select retailers globally. The Mattel sales team can be reached at 01628 500 000.

SEASON 4&5

AVAILABLE IN 2026

Hot

Properties

The Science Museum The Science Museum Group licensing@sciencemuseum.ac.uk

The Science Museum Group is the world’s leading alliance of science museums and is a pioneer in helping children learn about science through play, welcoming over five million visitors to its museums each year. In its mission to inspire the scientists of tomorrow, the Group launched its first ever licensed stage production last year, Science Museum: The Live Stage Show, which played to enthusiastic audiences across the UK.

The Science Museum has a long history of engaging children with science through play, from the first Children’s Gallery in 1931 to today’s popular, interactive Wonderlab galleries at the Science Museum in London, the National Science and Media Museum in Bradford and at the National Railway Museum in York. Extending that experience beyond the walls of the museums, Science Museum: The Live Stage Show is based around the hands-on experiments and spectacular demos that are the hallmarks of the Wonderlab galleries. Bringing all the thrill from the museums to theatres around the country, the high-octane live show, presented in partnership with Mark Thompson Productions, is currently on the road again until October this year.

Having unveiled its official STEM (Science, Technology, Engineering and Maths) badge last summer, the Science Museum Group is co ntinuing to seek out partners to roll out the badge across more interactive science products. As a STEM ambassador, the Group’s STEM badge offers a mark of quality assurance for sciencebased products, highlighting toys and games that encourage learning through play. The licensing team is keen to establish mutually beneficial partnerships with licensees to create STEM badge-approved products which communicate the science learning in an engaging way.

The first lighting product bearing the STEM badge is the 3” Mini Plasma Ball from licensee partner Funtime Gifts, which is available in WHSmith and Waterstone’s and was launched in October. The full range of products launched early this year and includes other lighting products and new materials science toys, such as slime and putty. The Science Museum Group’s licensing team has worked closely with Funtime Gifts to tease out the scientific principles of each product in the STEM badge packaging. The new lighting range includes eight new products: the Plasma Ball in five different sizes, up to a 14” design, the Fibre Optic Lamp, the Tornado Lamp, the Energy Stick, the Infinity Mirror, the Volcano Lamp, the Night Sky Projector and the Sunlight Jar. The Science Museum Group is keen to collaborate with toys and games creators on licensing agreements that benefit both parties, helping the Group inspire and educate new audiences, while licensees can work with one of the UK’s most-loved and trusted educational institutions. Potential licensees who are interested in working with the Science Museum Group are encouraged to contact the team.

Softlings Universe PMS International

jcostimouyia@pmsplc.com | sales@pmsplc.com

Softlings Universe is a captivating new soft toy character IP that invites both children and kidults into a world where everyday objects transform into playful plush companions, designed to deliver an enchanting experience for all. With a keen eye for detail and a passion for creativity, Softlings Universe brings everyday items to life in the most charming and huggable way. Taking inspiration from the tremendous ongoing success of Softlings Foodies, which made its debut in 2024, Softlings Universe is swiftly gaining momentum, captivating consumers with its vibrant appeal. Softlings Universe offers a diverse range of characters, each with its own unique personality, bringing playful and innovative designs to life through school items, home products, musical instruments, building products, sport gear, gadgets and more. The core target audience is as diverse as the brand itself. Appealing to both children and adults, this range transcends age boundaries, creating a unique and engaging experience for everyone.

With over 50 Kawaii-inspired styles to choose from, Softlings Universe's range has been created to captivate anyone seeking a fun addition to their plush toy collection, looking for a unique gift, or a quirky twist to their home decor. Each meticulously crafted plush toy boasts intricate designs and utilises sumptuously soft, premium fabrics, rendering them not only durable but also exuding enduring charm. Available in various sizes and pack quantities, including 16cm for on-the-go fun, 27cm snuggle buddies and 12cm clip-on options for stylish accessorising, Softlings Universe offers an option for every preference and occasion.

Future plans for the brand include the introduction of new ranges, category extensions, engaging marketing activities and collaborations that will elevate the brand's visibility and engagement with consumers.

With a commitment to delivering trendsetting toys of the highest quality, diversity and affordability, PMS International aims to establish Softlings Universe as a leading brand in the industry.

Vegesaurs Studio 100 www.studio100media.com

Vegesaurs is a fresh and funny animated series for pre-schoolers, serving up laughter, learning and action in every five-minute episode. Set in a vibrant, prehistoric world, the series features food-based dinosaur characters led by Ginger, a cute Tricarrotops, and her Pea-Rex friends. Together, they embark on playful adventures that encourage positive social behaviour, curiosity and healthy eating habits in a comedy-action format perfectly tailored to young audiences.

Developed by Cheeky Little Media in association with ABC Australia, France TV and Studio 100 International, Vegesaurs has become a global success story. With three seasons already launched and two more in production for 2026 (each with 20 episodes), the brand has gained strong traction worldwide. The series is currently sold to more than 70 territories with recent airings in France, the UK, Australia, Canada, China and Hong Kong - and more to come across Europe and Asia.

Vegesaurs is the No. 2 commissioned animation show on ABC (Australia) and has racked up over 48m views on BBC iPlayer, where it regularly ranks in the Top 10 of kids’ shows, and continues to see strong performance on CBeebies, France TV and YLE in Finland. This success is matched by its expansive digital presence, with millions of views across YouTube, TikTok and other social media platforms and robust support from broadcasters such as the BBC and ABC via apps, games and interactive web content.

On the licensing side, Vegesaurs is powered by a dynamic portfolio of international partners: Epic Story Toys (master toy partner), Macmillan (publishing), Globetrade (toys & plush), Immediate Media (magazines), L-Founders (retail loyalty) and iLove Snacks (healthy snacks). The brand’s standout retail campaigns include a major Lidl loyalty activation across Austria, Spain and Denmark—winner of the Bologna Licensing Award 2024 for Best Promotion/Loyalty Campaign.

This year promises even more excitement for the brand. The US launch via PBS member stations and streaming on PBS Passport will introduce Vegesaurs to families in key markets in North America. Meanwhile, fans can look forward to continuously released seasonal YouTube specials and a brand-new immersive experience, which made its debut in Australia in January. This interactive experience is also set to expand into other international territories, bringing the world of Vegesaurs to fans around the globe in a whole new way.

Kawaii Kuties Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk | Lshipman@poshpawsinternational.co.uk

Posh Paws launched its trend-led Kawaii Kuties plush brand in the spring of 2024 to unprecedented demand from both retailers and consumers in the UK, and this has quickly spread across the globe with strong international listings, establishing the brand as one of the hottest new plush ranges at retail.

Inspired by the growth of Japanese products and designs, Posh Paws has invested significant resources in designing and developing a fantastic product range of collectible plush, bag clips, blind bags, keychains, pocket money gifts and many more new products coming through for 2025 and beyond, to meet global demand for this trending brand and to continue bringing newness to the market.

The Kawaii Kuties characters that Posh Paws has brought to life with its adorable artwork and play patterns focus on the hottest trending animals, like Axolotls and Capybaras, as well as animals that are famous within kawaii and Japanese culture like Lucky Cats, Shibu Inu Dogs, Japanese Tanuki Dogs, Pandas, Penguins, Turtles and many more. These characters, the new ones being released and the kawaii-inspired style guide that Posh Paws has created, allow the brand to be applied to new product categories across apparel & accessories, stationery, arts & crafts, homeware, beauty and many more.

The first licensed Kawaii Kuties that Posh Paws has developed are its Kawaii Kuties Swizzels Squash’alotls which come in a variety of eye-catching colours to match the flavoured Swizzels Squashies sweets that they are holding. This new licensed collaboration highlights how Posh Paws has combined its trending brand and character with one of the UK’s most popular sweet brands and how different product categories can be successfully brought together for the Kawaii Kuties brand.

Posh Paws invested heavily in the launch of Kawaii Kuties with a digital marketing campaign targeting TikTok and META platforms and collaborating with leading teen and family TikTok influencers to create fun and engaging content that reached over 12.5m consumers, generating a buzz for the brand. Posh Paws will be investing in more digital advertising and influencer campaigns to maintain the brand's position among fans and reach new audiences, as well as invest in in-store point of sale to create stand-out Kawaii product displays.

Mojo Swoptops Blue Zoo karen.mcnally@blue-zoo.co.uk

Blue Zoo Licensing is introducing its new pre-school show, Mojo Swoptops, to international markets at Licensing Expo 2025. A coproduction between Tararaboom and Blue Zoo Productions, this action-adventure buddy show (52x11) combines the thrill of vehicles with magical transformations. It follows Mojo and best friend Bo as they solve problems in the vibrant town of Swoppiton using limitless Swoptops.

Based on the original Ladybird book series by Cindy Black and Rich Ward, publishing and toy discussions are underway with further categories being explored to launch from 2025.

The show launched in the UK on CBeebies in early October 2024 and has gone on to be a weekly top 10-rated show as well as a firm fan favourite. Confirmed international broadcasters include ABC, RTE, HOP, TVO, SVT, NRK, DR, YLE, TV3, Knowledge, Ketnet and S4C. Roll out on international platforms begins Q2 2025. Blue Zoo, working in partnership with Aardman Distribution, will be announcing more broadcast platforms in the near future.

Blue Zoo Digital, the team which has built the internationally renowned Blocks Universe IP from zero to 15.2b YouTube views, 872m watch hours and an impressive 30m subscribers across all Blocks channels in the space of three short years, will be responsible for the digital offering for Mojo Swoptops. The series launched simultaneously across YouTube and I iPlayer with ancillary content in development. Exclusive content, paid apps, music and digital first exclusives as well as a rigorous social media presence will ensure optimum reach amongst fans worldwide, building a solid foundation to sustain the planned consumer products programme. Discussions are ongoing for toys, remote control, publishing, apparel, arts and crafts and a host of other categories.

Blue Zoo believes in the potential of Mojo Swoptops and is confident that the international launches will match the success of the UK broadcast and capture the hearts and minds of children and parents alike.

For more information and global licensing enquiries, please contact Karen McNally via the details above.

Licensing Expo Preview

See you in Vegas! Feature

As the Las Vegas Licensing Expo returns to the Mandalay Bay hotel from Tuesday, 20th to Thursday, 22nd May, Toy World caught up with Anna Clarke, SVP of the Global Licensing Group at Informa Markets, to hear all the latest news about the show and how the event will help licensors and licensees mitigate some of the challenges the industry is currently facing.

How is this year's Licensing Expo in Las Vegas shaping up?

We are expecting another fantastic event, and there is a lot of excitement building up as we get ever closer. We have a wonderful lineup of exhibiting brands, speakers and registered attendees from all over the world, covering the broadest set of categories we’ve seen in a long time. We also have some great brands on show for the very first

time, including FC Barcelona, Krispy Kreme Doughnut Corp, Miniso, Roblox, GNC, etc. This will be the largest show floor since pre-Covid, with the return of some major entertainment brands which we’re delighted to welcome back. After the record-breaking engagement and attendance last year, we are anticipating even more networking, deals and connections than ever before. What’s new for the 2025 show?

While there is no official “theme” for this year's event, our focus remains on continuously innovating and improving the experience for all attendees. We are constantly finding new ways to engage visitors, enhance the presence of each category and bring new pavilions to the show floor. This year we are hosting a Sports Pavilion that will showcase seven football clubs and brands, many of whom are exhibiting for the first time. With sports overtaking fashion in sales of licensed merchandise, and the buzz around the next World Cup, this is an exciting moment for sports brands at Expo.

From the standpoint of toys and children’s entertainment, why is Licensing Expo an essential event to attend?

The toy market continues to be a dominant force in licensing, with sales of licensed toys continuing to outperform . Licensing Expo is a reflection of that, with many significant toy brands exhibiting, including Hasbro, Mattel, MGA, Jazwares, Lego, Spin Master, Asmodee, Zuru and NECA. Toy manufacturers and retailers also attend in high numbers, and we’re once again expecting large buying groups from Amazon, Walmart, Target, Toys R Us,

The Entertainer, Macy’s, J.C. Penney, Hot Topic and more. From a children’s entertainment perspective, the show is the perfect time to pursue new partnership and licensing agreements, with many launches due to take place during the week from several different brands - and I’m sure we’ll get a glimpse (somehow!) of the highly anticipated new member of the Peppa Pig family.

Which presentations and activations should visitors look forward to this year?

On the main stage in the License Global Theater, we have a wonderful keynote chaired by Marianne James at Hasbro, who will introduce three retail executives from Miniso, Primark and Walmart, all ready to share their future strategies in Consumer Products. This will be a session not to be missed. We’ll also have the first glimpse of the annual Licensing International study and License Global’s State of the Nation, where visitors will hear what’s trending, from categories to IPs. This year, we’re also launching a new, smaller theatre called The Networking Hub, where attendees can benefit from practical sessions including topics like how to work with licensing agents, the latest trends in China, understanding social media, etc. It’s an excellent new addition. As always, our exhibitors bring lots of activations via their booths, and I’d encourage everyone to take the time to truly walk the show floor and get involved in the many exciting features. I’m also sure we’ll see a few notable celebrities across the three days. Finally, don’t miss the Opening Night Party on May 20 from 7-11pm – it's the perfect opportunity to unwind after a long day and network with other exhibitors and attendees.

Feature Licensing Expo Preview

What else can visitors expect?

I’m sure tariffs will continue to be a hot topic and as such, we’re delighted to introduce a new session into the License Global Theater from 12.45-1.30pm on 20th May, featuring a panel of experts who will help attendees to navigate these challenging and unpredictable times and help them be prepared for whatever comes next.

We’re also excited to see the show floor return of NBCUniversal, Warner Bros. Discovery and MGA amongst others, alongside a roster of over 120 new exhibitors including Calm, GNC, Westinghouse, Krispy Kreme Doughnut Corp, Roblox, FC Barcelona and so many more. We’ll be announcing our Opening Night Party line-up shortly and finalising the various summits happening before the show opens.

How can the show support licensors and licensees, and help them mitigate some of the challenges the sector is facing this year?

Firstly, it’s a great opportunity to talk and network with every facet of the industry, from all major regions of the globe. In fact, 50% of those attending have responsibility for their global licensing strategies and decisions. In times like these, I really don’t think we should underestimate the importance of an industry gathering such as this to help make sense of what’s going on and come together to think up creative solutions and approaches. If visitors can fit sessions into their schedules, I’d highly encourage them to block out time for both theatres and ensure they have the retail keynote and tariffs sessions as top priority in their schedules. I’m sure the Q&A part of both sessions will

touchingbase

be lively, to say the least. Business will also get done, and through our meetings service and online brand directory, it’s a good opportunity to look for new partnerships and new licences, particularly as Expo unveils a lot of new content.

How should attendees prepare for Licensing Expo 2025?

As with any trade show, preparation is key. Attendees should start booking appointments using the Event Planner to schedule meetings and introductions before they arrive. Last year, there was a 24% increase in meetings scheduled and diaries filled up quickly, so early scheduling is crucial. Visitors should research the 5,000+ brands attending, plan their schedule and set clear objectives of what they want to get out of the event. They should mark out the education sessions they want to attend and leave plenty of time to get to them between appointments. A good tip, if they arrive in Vegas before Tuesday morning, is to pop to the Mandalay Bay Convention Center lobby and print their badge to avoid getting stuck in any lines on the busy opening morning.

How will you ensure that this year’s Las Vegas Licensing Expo will be memorable?

In my opinion, Licensing Expo is always memorable for different reasons. This year, the show floor is crammed with new and returning exhibitors and some very exciting new IPs and brands. There is a brand-new theatre packed with practical sessions as well as a highly anticipated retail keynote, which has been requested by many of our attendees for some years now. Once again, we expect a large retail contingent to show up, many of whom will be in the market for new partnerships and licences and many of whom have global purchasing responsibility. Overall, it’s the largest gathering of the licensing industry all year, and what could be more memorable than that?

With Licensing Expo rapidly approaching, licensors tell Toy World how they are overcoming current challenges in licensing and highlight the most exciting brands they will be representing in Vegas.

Simta Sawhney

Senior director Licensing UK & Ireland, South Africa, Israel, Australia & New Zealand at Paramount Consumer Products & Experiences

The licensing landscape has changed so much over the years, and both consumer and retail preferences continue to evolve. As a licensor, there is a need to continually innovate, ensuring alignment with market trends to deliver what it is the consumer wants. Here at Paramount, we have such a wide portfolio of brands, which provides incredible opportunities to do this, whilst in turn ensuring we prioritise those moments that will drive growth.

There’s also a need for flexibility, and by remaining agile, we can pivot more easily, especially when it comes to driving awareness and eyeballs on our brands. Communication channels are more diverse than they have ever been, so we’re staying close to the ground to ensure we’re engaging with the consumer in the right spaces.

Our most exciting property has to be Dora. Whilst this is a new and thrilling brand for pre-schoolers, Dora the Explorer holds a special place in the hearts of many who grew up watching the show in the early 2000s, and this sense of nostalgia for parents leads them to want to share that experience with their children. Dora has been ahead of its time in promoting cultural diversity, and in today’s world, it is more important than ever that we have diversity and inclusive representation in children’s media. The educational elements, along with the timeless adventure, really do make Dora one of the most exciting and inspiring brands around.

We’re looking forward to the Great Dora Fiesta, which will take place in July, coinciding with the release of Season 3 on Nickelodeon and Paramount+. Then, expanded product lines are set to roll out in spring summer 2026.

©2025 & TM Spin Master Ltd. TM & © 2025 CBS. ©2025 Viacom. SpongeBob SquarePants created by Stephen Hillenburg.

Kim Boyd

President,

Global

Hasbro Licensing

touchingbase

Toy & Licensed Consumer Products,

At Hasbro, we’re playing to win by leaning into our biggest strength: our unparalleled brand portfolio. From My Little Pony and Peppa Pig to Transformers, Monopoly, Play-Doh and more, audiences around the world know, trust and love our brands. However, it’s not just about having a wide range of properties; it’s about offering depth and relevance across every demographic, whether it’s infants, pre-schoolers, families, adults, collectors or anyone in between. We’ve seen amazing success with fantasy brands like Magic: The Gathering and Dungeons & Dragons, and it's clear that our extensive IP, which even includes niche brands like Skelanimals, allow us to tap into consumer trends and meet retail demands in a meaningful way. Our approach is deeply rooted in data and insights. We’ve built impressive analytics platforms that help us stay ahead of the curve and quickly adapt to market shifts. It keeps us agile and responsive, so when a new trend pops up, we’re ready to seize the opportunity and deliver on what our fans truly want. We're also committed to creating bold, impactful campaigns. A perfect example of this is the recent Mummy Pig announcement. It was a creative, disruptive moment that sparked massive viral buzz and helped reaffirm the relevance of Peppa Pig in pop culture. Campaigns like this, with just the right amount of risk and heart, are what help our brands stand out in a crowded market and continue to resonate with audiences.

Finally, innovation is at the core of everything we do. We’re making significant investments in our creative team to ensure we can quickly translate global trends into compelling products and experiences. We’re also exploring new business models and pushing the boundaries in product development to keep our brands fresh and exciting. In today’s fast-paced market, it’s about being agile, innovative and bold — and that’s exactly what we’re doing. Without a doubt, this is Peppa Pig’s year. The recent announcement of Mummy Pig's pregnancy has taken the world by storm, igniting a viral wave of excitement across social media and drawing fans of all ages back into the Peppa Pig universe. It’s moments like these that really highlight how far the brand has come, evolving into a true cultural icon. For over two decades, Peppa Pig has formed a deep, emotional connection with audiences around the world – from pre-schoolers to parents and grandparents – spanning generations. The Mummy Pig storyline opens a brand-new chapter, and with it, a whole host of possibilities for storytelling, fan engagement and brand growth. Audiences will follow along as the family jumps in and experiences all of the firsts that come with a new baby, from preparing the nursery to bringing her home.

What’s really exciting about Peppa Pig is that the momentum isn’t just about one viral moment. It’s about the broader cultural impact the brand continues to have. This is a property that keeps growing and evolving through a steady stream of content, whether it’s on broadcast, streaming, on-demand or YouTube. We work with over 1,000 licensees to bring the brand to life in nearly every category imaginable – from toys and apparel to food & beverage, publishing, global experiences, music and promotions. This vast, multiplatform approach ensures Peppa Pig’s success and creates even more opportunities for new audiences to jump in with us.

What excites us most, though, is that Peppa Pig isn’t just resting on its legacy. The brand is always innovating to stay ahead of the curve in the fast-changing world of children’s entertainment. The momentum is undeniable, and we’re just at the beginning of what promises to be an extraordinary next chapter. It’s an incredible time to be part of Peppa Pig's journey. With endless potential for growth, creativity and global impact, I’m confident that the sky’s the limit for this beloved brand.

Julie

Kekwick

Head of Licensing Hardlines, BBC Studios

In today’s attention economy, consumers have more choices than ever. While audience fragmentation presents challenges in reaching target groups effectively, it also creates opportunities for us and our partners. Our strength lies in our ability to connect across multiple touchpoints within our ecosystem. It all starts with world-class content—strong narratives, beautifully crafted visuals, unique positioning and, of course, that all-important X factor.

Earlier this year, YouTube awarded BBC Studios its Diamond Creator Award for surpassing 10m subscribers on Bluey’s YouTube channel. BBC Studios Digital Brands, which commissions and curates digital content across a broad portfolio—including Hey Duggee and Doctor Who— continues to engage audiences at scale. Our brands also rank highly in the UK and on iPlayer streaming charts.

Collaboration is key. Licensing is a team effort built on shared values, and when we work together, real progress happens. Our industry is never without its challenges—supply chain complexities being just one recent example—but the resilience and innovation within this space are remarkable. Ultimately, content creators, broadcasters, licensees, licensors and retailers share a symbiotic relationship. We focus on high-quality partnerships and standout joint marketing efforts, as seen in Bluey collaborations with Lego, Little Tikes, Orchard Toys, World Book Day and Kellogg’s. Award-winning innovations from VTech, Moose Toys and Tomy further showcase the brand’s success.

Looking ahead, there’s much to be excited about—from a high-profile activation in Vegas with one of our top partners to our extended relationship with Disney Cruise Line. And of course, the Bluey movie is set to hit screens in 2027. I’m still just as excited about Bluey as ever. Even though I’ve been involved with licensed product for the show since it first aired in Australia in 2018, it continues to feel fresh and new to me—I never get tired of talking about it.

Bluey continues to transcend age groups—it's like Modern Family for pre-school parents. I’m especially excited for our annual Bluey theme for 2025, Let’s Play Chef. 2026, which aims to bring families together through the joy of food. This initiative includes cookbooks, restaurant partnerships, a new digital series and themed toy launches from Moose Toys, such as Bluey’s Supermarket Playset—a multi-level set with three stories and four play areas.

Additionally, fans can look forward to new merchandise, including Chattermax products and the VTech Bluey Road Trip Playset, making Bluey’s world even more interactive and fun.

For licensing opportunities, please visit our stand – G170

show on The Home of Peppa hours watched on Youtube globally 2 B N

#1 UK

Still to come Mummy Pig reached 12bn Globally with her Pig news

In Cinemas 30th May New Season 11 this Sept. Brand New episodes New partnership

It’s a girl!

Due June 2025

Peppa Pig created by Mark Baker and Neville Astley.

Hasbro

Paramount

lekan.kasali@paramount.com

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Paw Patrol has continued to reign as a top pre-school property for over 11 years. This year, Paramount CP&E, alongside partner Spin Master, has launched a global marketing campaign: To The Rescue, featuring new content, exciting partnerships and retail executions. Fans can also look forward to the third film in the franchise, The Dino Movie, set to premiere in 2026.

Dora is making a grand return with an all-new range of consumer products. The highly anticipated Great Dora Fiesta will take place in July, coinciding with the release of Season 3 on Nickelodeon and Paramount+. Additionally, expanded product lines are set to roll out in spring summer 2026.

Teenage Mutant Ninja Turtles fans can gear up for the launch of Season 2 of Tales of TMNT in Q4, and a second theatrical release is slated for 2026, accompanied by a comprehensive global marketing campaign.

SpongeBob SquarePants continues to thrive, with a new theatrical release scheduled for December. The beloved character will also feature in ongoing core and spin-off series, ensuring fans have plenty to look forward to. The franchise is expanding its presence in the gaming world, particularly on Roblox.

Avatar enthusiasts can anticipate a new theatrical release in January, along with a newly announced series coming in 2027. Paramount CP&E has partnered with Jazwares for a new toy line, and fans can also look forward to engaging with the franchise through gaming and new partnerships like Magic: The Gathering.

Rovio

07514 071 860 | www.rovio.com

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The Angry Birds brand is gearing up for a period of new developments. Fuelled by a new strategic partnership and a new animated feature film on the horizon, the birds are perched to take off in the coming year and beyond

This March, it was announced that The Loyal Subjects (TLS) has partnered with Rovio Entertainment, the creators of Angry Birds, as the Master Toy licensee for Angry Birds, with plans to launch a new line of toys, collectibles and plush in 2026. The collaboration, facilitated by IMG Licensing, aims to create products that capture the essence of the franchise, including designs inspired by the original game and an upcoming movie toy line for The Angry Birds Movie 3. These new toys aim to capture the minds of both kids and kidults with high-quality toys and collectibles TLS are known for, and the unforgettable characters and attitude of Angry Birds. Both Angry Birds and TLS share a vision of creativity and engaging play, making this partnership a natural fit.

The Angry Birds Movie 3 is currently in production, with Rovio Entertainment, Sega and Prime Focus Studios collaborating to bring the next installment to life. DNEG Animation is handling the animation, ensuring high-quality visuals and storytelling continuity. Returning to the project are John Rice as director and Thurop Van Orman as screenwriter, alongside the familiar voices of Jason Sudeikis as Red and Josh Gad as Chuck. Given the franchise’s past box office success—grossing over $500m worldwide—this latest film aims to continue its momentum with another engaging adventure.

While more specific details remain under wraps, fans can expect the same high-energy humour, action and heart that have defined previous installments. With the backing of strong creative teams and established partnerships, the production signals a confident step forward for the animated franchise. Angry Birds fans can expect to see a flurry of new licensed products and partnerships around the upcoming movie.

Angry Birds achieved immense popularity as a mobile game, captivating a global audience with its simple yet addictive gameplay and charming characters, and the Angry Birds games continue to lay the foundation for a strong brand identity today, extending beyond digital platforms into various forms of entertainment and merchandise. The widespread recognition and affection for the game's characters translated into widespread interest in Angry Birds products and experiences outside of games.

With an established fanbase and a history of cross-platform engagement, Angry Birds remains an evergreen property. With a partnership with The Loyal Subjects and the upcoming movie release, the brand is venturing into new avenues for product development and market engagement. Retailers can anticipate continued interest in Angry Birds merchandise, driven by existing fans and the introduction of new content.

Pokémon

www.pokemon.com/uk | londonpartnerships@pokemon.com

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Pokémon continues to delight its hugely diverse global fanbase, providing new ways for them to engage with the brand whenever and however they want. Pokémon’s constant evolution, while staying true to its original ethos, has helped it maintain its status as the world’s largest single property, while in the UK it is now the No.1 Toy Property in the UK, according to Circana.

The brand’s multi-faceted universe, which encompasses video games, the Pokémon Trading Card Game (TCG), mobile apps, animation, movies, competitive Play! Pokémon events, publishing and a varied range of consumer product, offers existing and prospective partners, from niche to mass market, a broad range of creative and inspiring opportunities.

Pokémon offers a fantastic range of toys, games and collectibles, with something for everyone across diverse lines and price points. In a notable new collaboration, The Lego Group and The Pokémon Company International recently announced a new multi-year partnership that will bring Lego Pokémon to fans for the first time from 2026.

Jazwares’ award-winning toy line continues to thrive, with recent hits including plush, Snorlax and Togepi Squishmallows, and articulated characters. New for 2025, two more lovable Squishmallows – Chancey and Eevee – are now launching at retail. Ravensburger will increase the number of titles in its best-selling Games formats in the autumn, whilst continuing to invest in the Puzzle category offering for both Adults and Kids. Collectors have been well served by The Wand Company, with a series of amazing new Poké Ball die-cast replicas released across 2024, followed by a brand-new Mini Love Ball this year. More launches are due later in 2025. Funko continues to release more of its Pop! figures, with the latest Pokémon available being Dratini, Fidough, Gardevoir, Fuecoco, Gengar and Zorua. More characters are set to follow later this year.

The Pokémon Trading Card Game continues to be hugely popular, helped by dynamic new expansions. Coming at the end of May is Scarlet & Violet—Destined Rivals, which sees the return of the popular Trainer’s Pokémon mechanic, but with a twist, introducing the villainous Team Rocket into the mix. Fans should also watch out for the new Mega Evolution series of expansions, coming soon. Launched last October, the TCG Pocket mobile game has already hit more than 100m downloads. March saw the debut of Shiny Pokémon on the app.

Along with plenty of new content and in-game events across Pokémon’s wide range of video games and apps, fans are eagerly awaiting the launch of Pokémon Legends: Z-A, an ambitious new entry to the Pokémon video game series due for release worldwide on Nintendo Switch and Nintendo Switch 2 later in 2025.

With more vibrant activity planned across the year – including innovative new product releases, creative collaborations and unmissable events – and exciting plans afoot for Pokémon’s 30th anniversary in 2026, this pioneering brand looks set to remain fresh, relevant and leading the way in popular culture.

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Squishmallows continues its growth trajectory in 2025, evolving from a plush powerhouse brand into a global lifestyle phenomenon. With top-tier licensed collaborations, cross-category consumer products and over 500 new styles launching in the UK alone, Jazwares has firmly cemented Squishmallows’ status as an industry-leading franchise that reaches far beyond the toy aisle. Since its launch in 2017, Squishmallows has captivated a global fanbase with its ultra-soft feel, charming designs and unique character personalities. Now available in over 60 countries, the brand has surpassed 485m plush sold YTD, dominating as the No.1 plush brand globally. With 14.9b organic social impressions, Squishmallows continues to unite a passionate, multi-generational fanbase and inspire a global wave of collectability and content creation.

Backed by 125+ global licensees, Squishmallows continues its international expansion across fashion, home, stationery, health & beauty, food, footwear and back-to-school. The brand is a top seller across multiple retailers and platforms, with consistent top-ranking SKUs across apparel, home and collectible categories. With a strong affinity among 8–14-year-old girls, Squishmallows is also leading growth in tween lifestyle products.

Licensed collaborations continue to grow in the UK and internationally. Panini’s second sticker album collection launched in January and sold over 400,000 units in its first four weeks, with new trading cards set to arrive this summer. Skinnydip is launching a DTC collection in March with phone cases and accessories, while in Q3, Themed will launch wall décor, and Procos will launch the first Squishmallows party collection.

A Squishmallows takeover of Go Girl magazine hit shelves on 2nd April, featuring a 16-page pull-out and a cover mount from Egmont and Horizon, expanding across the EU with stationery and art & crafts.

In Europe, apparel and lifestyle ranges continue to roll out at major retailers including Name It, Lindex and Smyk. Further category expansion includes The Carat Shop launching jewellery in Q4.

In South Africa, consumer products saw a strong autumn winter 2024 debut, with an extended rollout planned for 2025. Israel will also join the global expansion in autumn winter 2025.

Globally, fans can look forward to the second Puma footwear drop in June, confectionery from Pez, while H&M’s latest Squishmallows range launched in late February, with more to come throughout the summer. Oodie will also debut Squishmallows DTC wearables in September 2025.

BBC Studios

www.bbcstudios.com

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With an abundance of new launches and global partnerships, BBC Studios is dedicated to providing fans worldwide with even more ways to immerse themselves in the beloved world of Bluey.

Demand for Bluey toys remains strong. In 2024, Bluey was the No.2 preschool toys character property in the US and the No.2 pre-school toy property in the UK. Further cementing Bluey’s place as one of the most popular toy properties around, BBC Studios recently scooped the 2025 TOTY Award for Licence of the Year.

The highly anticipated Lego Bluey play sets debuted at New York Toy Fair and will launch at retail globally in June. Little Tikes has also introduced outdoor Bluey toys inspired by episodes from the series, including the Bluey Grannies Car Coupe.

BBC Studios is expanding Bluey’s reach with its 2025 Let’s Play Chef campaign, featuring cookbooks, a new digital series and themed toys from Moose Toys, including the multi-level Bluey’s Supermarket Playset, and more.

Brio has recently signed a licence, and additional global toy expansions include Tomy’s new Bluey bath toys, and Vtech’s Bluey Road Trip Playset. Other multi-territory launches include Ravensburger’s Bluey Junior Labyrinth, Carrera’s First Bluey & Bingo racetrack, Asmodee’s Bluey Spot It/ Dobble card game and Winning Moves’ Top Trumps and Guess Who. In EMEA, Lexibook will offer a broad range of products including cameras, arts & crafts, role-play items, musical instruments and audio products.

Latin America licensing growth continues with Candide expanding distribution in Brazil, and the successful lineup of local toy partners including Elka and more. In Mexico, Bluey is the Top Gaining Toy Property of the Year (2024), according to Circana’s 2024 Annual Global Toy Industry Performance Awards. Plus, a new Bluey stage show, Bluey En Vivo – Diversión en Familia, is touring Mexico, with new immersive experiences debuting in Brazil, Peru and Chile, and more to be announced.

In Japan, Bluey toys will hit stores for the first time this autumn, with Takara Tomy distributing Moose Toys’ plush and figurine range. This expansion aligns with BBC Studios’ partnership with TV Tokyo and local agency Phoenixx to introduce a full consumer products programme. Beyond toys, Bluey’s brand continues to expand into apparel and more, with significant global deals in development.

Digital engagement is soaring, with the first season of Bluey Book Reads amassing 75m views, plus a star-studded second season recently launched. Additionally, seven new digital series with over 80 episodes are set for 2025. Bluey Minisodes, as seen on Disney+, are now available on the official Bluey YouTube channel, which recently surpassed 10m subscribers and ranks in the top 1% of all YouTube channels.

Experiential licensing is also thriving. The award-winning Bluey x Camp immersive experience, now open in Houston’s Galleria Mall, is Camp’s fastest-selling experience ever, following successful debuts in Los Angeles, Chicago, New York, Boston and Philadelphia, with more locations to come. Bluey’s World in Brisbane has welcomed its 200,000th visitor since opening in late 2024 and was recognised on Time Magazine’s World’s Greatest Places to Visit list for 2025.

Bluey’s presence onscreen remains strong. The stage production, Bluey’s Big Play, was televised for the first time on ABC Family and ABC iview, while the special episode, The Sign, premiered on CBeebies and BBC iPlayer in the UK. Excitement is also building for Bluey’s first feature film, slated for a global theatrical release in 2027 under Disney, with more details to be revealed soon.

Warner Bros.

020 7984 6116 | www.warnerbros.co.uk

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2025 is the year of Superman. Ahead of the hugely anticipated DC Studios film Superman, Warner Bros. Discovery Global Consumer Products has collaborated with key global partners to assemble a dynamic collection that celebrates the hope, optimism and cross-generational appeal of the world’s first Superhero. Countless WBDGCP teams in every market partnered with premier brands – including Funko, Spin Master, Mattel and more, to develop a bright and colourful collection across toys, collectibles, fashion, beauty & health, home decor, kitchenware, licensed publishing and pets.

To complement the tentpole film collection, WBDGCP and its partners will also release new offerings celebrating the enduring legacy of Superman across its core business, featuring classic and much-loved designs and art inspired by Superman as seen in comics, animation, film, TV and more.

From writer/director/producer James Gunn, Superman will arrive in theatres and Imax nationwide on 11th July and internationally from 9th July, distributed by Warner Bros. Pictures.

Having just celebrated its 85th Anniversary, Warner Bros. is offering a diverse and engaging evergreen Batman programme which champions and celebrates the Caped Crusader. This growing and innovative portfolio covers everything from fashion, to home, to costume and even food and beverage.

Warner Bros. is also looking ahead to the highly anticipated movie Supergirl: Woman of Tomorrow, set to release in 2026. Licensing news is still tightly under lock and key, but the company looks to share more on the programmes it has in store for fans of all ages to help them get involved and represent their fandom.

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At Licensing Expo Las Vegas 2025, Sega will spotlight its key properties, promising a year of entertainment and licensing experiences to delight fans. This year and for years to come, Sega is committed to building on its legacy of innovative and inspiring franchises, including Sonic the Hedgehog, Persona, Shinobi, Crazy Taxi and more, bringing engaging merchandise, partnerships and activations to fans globally.

The Sonic the Hedgehog brand is central to Sega's licensing strategy, with celebratory campaigns planned for this year and onwards. The upcoming release of Sonic Racing: CrossWorlds video game captures the high-speed action that Sonic embodies, allowing Sega to deliver content and products that will immerse fans worldwide in Sonic's new racing adventure and showcase Sega's dedication to innovation. In support, this year's brand and licensing portfolio is set to bring entertainment experiences, licensed products and more to engage existing and new fans alike during the game's launch.

In 2026, the team will celebrate Sonic's 35th anniversary, with plenty in store for fans to join Sega in celebrating the Blue Blur. Over three decades, Sonic's impact has reached beyond gaming into various media, including film, television, merchandise and more. Sonic's massive appeal continues to drive the brand's success and create opportunities for unique, high-impact licensed products, building on the franchise's rich history.

Following the success of the first three films, Paramount Pictures has announced that a fourth movie, Sonic the Hedgehog 4, will be released on 19th March, 2027. Sega's licensing team is excited by the thriving film franchise and exploring innovative ways to bring the world of Sonic to even more fans.

Sega is reviving several beloved IPs, including Shinobi, Jet Set Radio and Crazy Taxi, to engage existing and new audiences with fresh experiences celebrating Sega's history and future. With transmedia projects underway for iconic franchises like Golden Axe, Shinobi and more, Sega is committed to honouring the franchises that define it and breathing new life into them through games, film, animation and consumer products.

Sega is celebrating another significant milestone with the Persona franchise's 30th anniversary. The Persona brand has solidified itself as one of Sega's top pillars, delivering in-depth, story-driven experiences that forge emotional connections with fans. Recently, Atlus' Metaphor: ReFantazio received global acclaim, earned recognition from respected media outlets and award shows and ranked among Metacritic's top-rated games. Atlus has a long history of making incredible RPG and narrative-based games, and Metaphor, along with upcoming IPs, sets the stage for Sega to stand out in the fantasy genre and broader gaming landscape. The Persona franchise has become one of the most licensable anime titles, allowing Sega and licensees to deliver authentic fan merchandise to consumers globally.

Hasbro Licensing

hasbrobrandpr@hasbro.com

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Following Mummy Pig’s viral pregnancy announcement in February, fans are eagerly awaiting Baby Pig’s debut on 30th May. This moment will be part of the Peppa Meets the Baby Cinema Experience, a special event in partnership with Trafalgar Releasing. The experience, shown in over 2,600 cinemas across 14 countries, will feature 10 new episodes, six original songs and music videos, capturing the joy and anticipation as the family prepares for their new arrival.

Hasbro’s Peppa Pig toys have been fan favourites for years. From 1st June, the family’s evolution will come to life in stores with exclusive Hasbro launches at Walmart (US) and Smyths (UK), followed by wider availability in July.

Over 1,000 partners across categories—from toys and books to fashion, home goods and global experiences—are expanding Peppa’s universe. Character Options will launch a line of toys reflecting the new family of five, including a plush range with Baby Pig, a refreshed Wooden House play set and the brand’s first-ever Whizz Around track set. New releases from Goliath, Wow! Stuff and 8th Wonder will also add excitement, while long-time partners like Tomy and HTI Group are set to debut baby-related products in 2026. There's something for every Peppa fan to celebrate this new era.

For over 40 years, My Little Pony has been a cornerstone of pop culture, and 2025 will be another banner year as the brand celebrates the 15th anniversary of My Little Pony: Friendship is Magic. Hasbro will mark this milestone with new collaborations, including with Ty’s Beanie Bouncers, and there are more surprises in store.

Beyond toys, the brand continues to shine in fashion and lifestyle with recent collabs with Hot Topic, Dolls Kill, Heydude, Miniso, Loungefly and others. In China and rolling out across markets, My Little Pony x Kayou collectible trading cards have become a sensation, with over 2.97b packs sold to date. The brand is also performing well in the collectibles and plush market with dynamic and highly localised releases from Mighty Jaxx and Reesee, catering to nostalgic fans and new generations alike.

Released last year, My Little Pony: Tell Your Tale on YouTube brought fresh storytelling and music, deepening fan engagement. With even more to come in 2026, My Little Pony continues to spread joy, friendship and magic across the globe.

Furby is back and better than ever. After its epic return two years ago, the weird and wacky interactive toys are taking the world by storm once again. The updated line includes classic Furby Furblets and new Furby Minis - collectible and perfect for on-the-go fun, giving Gen Alpha the self-expression it craves.

The brand is expanding its reach with new collaborations, including Furby Cubezzz collectibles with Toy Topic, beauty products from RMS and a range of stationery and accessories from Hunter Price International. Furby is also making waves in fashion with Cakeworthy and Dolls Kill collections, as well as apparel and nightwear with retailers like Asda and Next. Furby continues to evolve and entertain in new ways, and the next phenomenon, landing this autumn and to be revealed at VidCon (June 19-21), will gives fans even more to love.

For over 18 years, Furreal has been a leader in the interactive pet category, captivating kids with lifelike, lovable companions. After its relaunch with Just Play in 2024, Furreal quickly became the No.1 specialty feature plush licence for 2024 and year-to-date 2025.

The brand shows no sign of slowing down, with major award wins, including TOTY nominations and recognition from Good Housekeeping and Toy Insider. New interactive pets like Peanut the Playful Monkey, Daisy the Yoga Goat and GoGo the Walkin’ Pup are quickly becoming fan favorites, and there’s much more in store. With its winning formula of pet care and nurturing play, there are endless opportunities for licensees to get involved.

After more than 30 years, Littlest Pet Shop remains a beloved brand with its quirky, cute and edgy pets. Following its return to retail last year by Basic Fun!, Littlest Pet Shop has teamed up with top distributors like Bandai to launch bobblin’ pets with new characters, packs and play sets across the globe. Littlest Pet Shop closed out 2024 as the No.1 growth property in G10’s Playsets, Dolls & Accessories. And the momentum hasn’t stopped—by January 2025, Littlest Pet Shop cracked the Top 50 Toy List.

The brand continues to thrive with new series and marketing activations that encourage fans to collect and share their pet stories.

Skelanimals beautifully blends nostalgia and edgy charm, making it a standout in Hasbro’s diverse portfolio. This quirky skeletal character brand is tapping into the growing demand for collectible figures, offering personality-driven accessories that are perfect for trendy retailers like Claire’s.

With its combination of fun and attitude, Skelanimals is quickly becoming popular among collectors, cementing its place in the world of nostalgic fandoms.

With the increasing demand for collectible and unique items, Skelanimals offers new opportunities for partners looking to reach a passionate and engaged fanbase. The brand’s quirky charm is perfectly positioned to expand its footprint in the retail space.

Libertas Brands

fugglers@libertasbrands.com

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2025 continues to be a year of significant progress for the Fuggler brand. Through its partnership with Blue Zoo Studios, the brand has now launched more than 60 three-five minute episodes of the live-action Fuggler series and over 200 YouTube shorts. New content is continuing to drop throughout 2025, including Fuggler Cops, Road Trip with Fugglers, Fuggler FOMO & the Great Big Button Hole Quizshow and much more.

Fuggler has a broad consumer and fan demographic, appealing to kids and kidults alike, with the brand skewing 60% female. The Fuggler TikTok account has seen its followers increase by +470% in the first half of 2025 and, to date, has over 700m UGC views and likes. Across YouTube, TikTok and Instagram, Fuggler’s official social media accounts now have more than 650k followers (+160% YoY) with an active and engaged fan base.

Fuggler successfully launched in multiple markets in 2024 and through spring-summer 2025 via its partnership with global master plush toy partner Zuru, and by the end of 2025, Fuggler will be available in over 45 markets in a multitude of key retailers, including Walmart, Target, Kroger, Tesco, Smyths, Amazon, ECI, 5Below, Kmart and many more retailers around the globe.

2025 will see the global rollout of various collaborations. Alongside the Gremlins x Fuggler range (which arrived in the UK in November 2024) and rolls out internationally in the second half of 2025, the DC Comics x Fuggler will launch alongside the Lord of the Rings x Fuggler collaboration. The core Fuggler range will benefit from the continued rollout of New Fuggs on the Block: Hairy Fuggs, Gold Fuggs, Love Fuggs, Vacay Vibes Fuggs, Baby Fuggs Series 3 and 4, and Keyring Fugglers Series 4 and 5. Many more new themes will be announced later in the year.

Alongside Zuru, existing licensees continue to launch and expand, along with many new licensees bringing products to market throughout 2025, including PMI Kids World (collectibles figurines/keychains and mobile phone holders), Poetic Brands (apparel, footwear and accessories), Difuzed (apparel, footwear, luggage & accessories), The Jacob Company (apparel, footwear, bags and accessories) Sinco Pets (pet toys), Hunter Price (stationery & novelty), Rainbow Productions (walk around costume characters), Spirit (costumes), Surreal Entertainment (gifting/homewares/stationery), Trends International (posters and stickers), Themed.co.uk (wall decor), Pogo (print on demand), Lake Press (publishing), Iconix (apparel, footwear and accessories) and Tibles (digital trading cards). Dozens of additional licensees across various categories are currently under negotiation across the UK & Ireland, USA, Canada, China, Japan, South Korea, ANZ and many other markets.

The Fuggler brand is represented around the world by various partners: Retail Monster for the US and Canada, Haven Global for Australia and New Zealand, Creative Minds for Japan, Future of Play for China, Hong Kong and Taiwan, and, for the rest of the world, WildBrain CPLG. Libertas Brands oversees licensing for the UK & Ireland.

Innov8 Academy (353) 8310 53017 | www.deddybears.com | gavin@innov8academy.com

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Innov8 Academy will be present in Vegas to showcase its expansive Deddy Bears collection and take on new licensees for the brand.

In an industry driven by originality and emotional connection, Deddy Bears is making waves. These creepy, cute plush characters arrive in their own coffins, complete with death certificates and are winning over fans who love their gothic charm and collectible appeal.

Created by Innov8 Creative Academy, Deddy Bears is a licensing-ready concept with storytelling at its core. Each Deddy Bear has its own twisted backstory, designed to appeal to a mass market which includes kids, tweens, those young at heart and collectors who love all things creepy, cute. It’s a bold take on plush, and response from both retailers and fans has been electric with the brand growing a devoted fanbase and winning an award for Collectible of the Year at this year's New York Toy of the Year (TOTY) awards.

Deddy Bears represents the kind of niche meets mainstream crossover that licensees are looking for, a distinct IP with personality, collectability and crosscategory potential. The brand has over a dozen licensees in North America, two global deals, apparel and soft lines. Conversations continue with new partners to expand the Deddy Bears offering. As the brand continues to grow in popularity, Innov8 is eager to partner with passionate and innovative companies that share its excitement to disrupt the market.

Deddy Bears has already started building buzz among fans who are looking to collect all

share their collections actively through social media.

Deddy Bears in each series and

Spots on! Brand Profile Miraculous goes super

As the Miraculous franchise celebrates its 10th anniversary, Toy World caught up with Luca Bonecchi, VP of Licensing for Europe at Miraculous Corp, to discuss upcoming partnerships and product launches, and how the brand will be expanding beyond animation and retail to engage with fans in new and diverse ways.

Miraculous is celebrating its 10th anniversary this year. What do you believe has contributed to its lasting success?

Miraculous has thrived over the past decade thanks to its captivating storytelling and visually stunning animation that continues to thrill audiences of all ages. The series' wide accessibility on major global platforms, including Disney Channel, Disney+ and Netflix, as well as top-tier local broadcasters including TF1 in France, BBC in the UK, Neox in Spain, Super! in Italy and Puls in Poland, has helped us reach millions of devoted fans worldwide. Our success is further amplified by the strong relationships we’ve cultivated with top-tier licensing partners. This year, we are thrilled to launch season six, in which Marinette/Ladybug, Guardian of the Miraculous, has assembled a new team of Miraculous holders to fight by her side against a formidable new foe. Our characters have grown and evolved, and the storyline weaves together themes of courage, self-belief, romance and the delicate balance of secrets and deception among friends, ensuring Miraculous remains as engaging and emotionally rich as ever.

Which upcoming partnerships or product launches excite you the most?

Our global toy partner, Playmates Toys, is launching a 2025 toy line, including the Miraculous Ladybug 10th Anniversary Limited-Edition Collector Doll—a beautifully crafted 10.5-inch figure that embodies Ladybug’s heroic

spirit - as well as a collectible line, the Miraculous Box

Stack Shack Surprise. In Europe, the new collection will be distributed by Bandai, Toy Partner, Orbico, and Maki, among others. In addition, Playmobil will release six new play sets in its distinctive style this summer, including the T&S Boulangerie, the bakery owned by Marinette’s parents, where she often helps out.

In global publishing, Insight Editions is launching the Official Miraculous Cookbook in July, while Kodansha will release the Complete Manga Omnibus for holiday 2025, featuring all three best-selling manga volumes. Meanwhile, our European magazine partner, Blue Ocean, is introducing an extensive collectible sticker album, and Aldi’s Book “n” App promotions have been a hit, with last year’s Dress & Color Me book and this year’s sticker book both becoming the top-performing titles in their format and target audience. In France, Hachette will debut episode adaptations from season six of the series in April as part of its Hachette Bibliothèque Rose line. Under a new multiyear agreement with Anaya, adapted and translated titles from this line will be released in Spain, and in Poland, HarperCollins Polska is gearing up to release three unique titles this year.

In cosplay, Rubies is unveiling a new-look costume across Europe inspired by season six’s updated superhero designs, and in the fashion arena, LPP, our Polish apparel partner, is rolling out an exclusive retail collection in 19 countries across Europe this summer.

We are proud to have built strong, lasting relationships with over 200 licensees across Europe and CEE and would like to thank our licensing agents, including Big Picture Licensing and Retail Monster (UK), TF1 (France), CPLG (Germany) and Grupo Planeta (Italy, Spain, and EEC). We continue to enjoy broad retail support, with our products available in major specialty and mass-market stores as well as online.

What plans are in place for the brand’s 10th Anniversary celebrations?

In addition to our anniversary-themed product launches, we’ll be celebrating the brand’s 10th anniversary during the second global Miraculous Day on 28th September 2025. Last year, in Europe, we collaborated with partners including La Grande Récré, Toys Center, Smyths Toys Superstores, Rofu Kinderland, Toys R Us and El Corte Inglés. We are also working with our licensees to release special edition products in Q4, supporting them in their marketing initiatives, and we are working on a few special events for Q3 and Q4 that will offer incredible visibility and fan engagement for the brand that we can’t reveal just yet, along with expansive digital initiatives.

Are there any plans to expand Miraculous beyond animation and merchandise?

Fan engagement is a top priority, and this year we’re amplifying our efforts with Miraculous: Ladybug & Cat Noir Adventure—an immersive attraction with Fever that launches in Mexico City first. In France, we had an impressive Miraculous event in the magnificent Gardens of Château de Versailles last year, which we hope to continue, and we have an ongoing promotion with Air France.

How do you see the Miraculous brand evolving over the next five to ten years?

The future of Miraculous is brighter than ever, driven by a dynamic new leadership team led by CEO Andy Yeatman, with Roz Nowicki spearheading global consumer products strategy and Ashley Depp leading franchise and marketing. The next decade will see the brand expand through new seasons, spin-offs, immersive digital experiences, special TV events and a highly anticipated second animated feature film. This continuous evolution will fuel fresh licensing opportunities, which we will support with a deeper investment in marketing and brand building.

Brand Profile Talking Tom & Friends

Talking Tom Heroes save the day!

The Talking Tom & Friends franchise is enjoying huge success in the gaming industry and is now poised for further growth by expanding into television, consumer products and even live entertainment. Toy World sits down with Luka Okorn, Outfit7’s Senior Lead Licensing expert, to find out more about the new Talking Tom Heroes: Suddenly Super TV series and the products which can be expected from the brand.

What can you tell us about the new TV series Talking Tom Heroes: Suddenly Super?

Talking Tom Heroes: Suddenly Super is an animated series that takes a new twist on the Talking Tom & Friends universe. The series follows Talking Tom and his best friends, Talking Angela, Talking Ben and Talking Hank, who accidentally discover a mysterious device that grants them superpowers, transforming them into a team of superheroes. Set in the vibrant, bustling metropolis of Peak City, the series mixes action and adventure as the characters embark on epic quests, tackle new challenges and face off against villains.

What makes this series unique is that it's not just about having cool powers or saving the day. At its core, it’s about the characters’ journey of self-discovery. Each episode teaches kids valuable lessons about what it means to be a hero, highlighting themes like perseverance, teamwork and using your abilities for the greater good. The show blends humour with important life lessons, making it perfect for young audiences.

Suddenly Super is set to launch on BBC’s CBeebies in the UK later this year, marking a key milestone in the series’ international growth. The series is already live on Cartoonito in Italy and is also expanding to Cartoonito across the Asia-Pacific region, including Southeast Asia, Hong Kong and South Korea. A debut in China through all Youku devices is also on the way. This is just the beginning, and we can’t wait for fans across the world to join us on this exciting superhero adventure.

What new toys will be launched to coincide with the new show, and when will they be available for retailers to stock?

To coincide with the launch of Talking Tom Heroes: Suddenly Super, we’ve partnered with Spider International to create a new toy line that will bring the heroes and their superpowers to life. This premium collection is designed to give fans a chance to bring their favourite heroes into the real world and continue the adventure beyond the screen. The toy line includes action figures, play sets and plush that capture the fun and excitement of the series, whether fans are re-enacting scenes from the series or creating their own superhero stories with their favourite characters.

The toy line will begin rolling out in Q4, starting in Italy and then expanding to key markets including the UK, Spain, Portugal and China. It’s a natural extension of the series and a way for kids to physically interact with the Talking Tom Heroes: Suddenly Super world.

Who do you see as the core audience for the TV show and the toy range?

The Talking Tom Heroes: Suddenly Super series is designed to resonate primarily with kids aged four to seven. While it connects well with pre-school-aged children, it’s also crafted to appeal to slightly older kids. In addition to the show’s core audience, the series also offers something for parents, who can enjoy the fun and positive messages alongside their kids. The toys are designed to engage this demographic, offering kids a way to interact with the characters and extend their experience of the show into their daily lives.

How will Outfit 7 be leveraging its success in the gaming field to approach the toy market? How will you be looking to connect

the toys with fans through the games?

We’ve had tremendous success in mobile gaming and have accumulated over 25b downloads across our Talking Tom & Friends mobile games. While the Talking Tom Heroes: Suddenly Super series is aimed at a different audience, we’re drawing on the experience and knowledge we’ve gained from our mobile games to create a similar sense of fun and engagement in our toys and merchandise.

We’re focused on creating toys that match that same level of excitement, quality and interaction. Our gaming expertise has taught us how to create engaging experiences that capture attention and encourage interaction, and we’re applying this approach to the toy and merchandise space.

How do you see the new TV series and toy range boosting Talking Tom’s presence at retail in the coming months?

The launch of Talking Tom Heroes: Suddenly Super and its toy range presents a fantastic opportunity to capture the hearts of younger audiences, thanks to its action-packed superhero themes and relatable characters. As retailers see the success of the series and the toys among kids, we hope they’ll recognise the broader appeal of the Talking Tom & Friends brand.

To support this, we’re planning to launch a diverse range of products across multiple categories, leveraging the traction of the toy line and series. From live events and publishing to apparel and home products, this classic brand activation comes with a twist: our unique strength lies in fully backing these initiatives through the vast reach of our ‘games universe’, allowing us to truly connect the digital and physical worlds. This should encourage retailers to expand their merchandise offerings to include items that cater to older fans as well—whether it's collectibles, apparel, or other lifestyle products.

Brand Profile Stumble Guys

Stumble Guys strides ahead

In this exclusive Q&A, Yaro Polyanskiy, director of Licensing, Consumer Products Licensing, Stumble Guys, tells Toy World readers how Scopely, the studio behind the gaming sensation, continues to work with licensees to bring toys, merchandise and much more to players across the world.

First of all, how is Stumble Guys performing right now?

Stumble Guys is continuing to engage and delight a massive fanbase, with over 700m downloads worldwide. During the past year, we expanded the game to consoles by launching on PlayStation, Xbox and Nintendo Switch, reaching new audiences unique to each platform and growing brand awareness across the globe. In 2024, we partnered with some of the world's most iconic brands including Teenage Mutant Ninja Turtles, Dungeons & Dragons, MyHero Academia, Barbie and Looney Tunes. These collaborations introduced exciting in-game events and fresh adventures for our players that seamlessly blended these beloved franchises with the Stumble-verse. In 2025, players can expect even more great partnerships, including our most recent collaboration with Gen Z and Gen Alpha sensation Skibidi Toilet. The team at Scopely is committed to always providing the community with new ways to play; we’re constantly developing imaginative game levels, introducing new Stumblers and enhancing the overall look and feel of the game to elevate the player experience.

What are the biggest consumer product licensing opportunities that Stumble Guys offers compared to other games in the same space?

With over 700 playable characters split between different tiers of rarity in our game, Stumble Guys offers a wonderful opportunity for our licensing partners to create product lines with an amazing collectability component. Our master toy partner, PMI, has already released two official global toy series - each featuring unique and beloved Stumblers - which generated significant excitement and engagement among our huge player base. Similarly, our master trading card and sticker partner, Panini, has released two global series showcasing over 200 Stumblers, further fueling fan and collector interest. In addition to characters, the game features over 70 distinct levels and multiple game modes which open endless possibilities for licensees to bring the frenetic, social fun of Stumble Guys into their own consumer product collections.

How have your partnerships with existing licensees evolved over the past 12 months?

Consumer products is still a new area for us. When we launched our licensing programme in May 2023, we had a limited set of assets available for our licensees to create products with - largely because we were caught by surprise by the game’s overwhelming success and demand for physical merchandise! Since then, we’ve been hard at work providing our existing and new partners alike with brand books, style guides, assets for hard lines and soft lines, and any other tools necessary to develop the products. Right now, we’re working on further developing the style guides for soft lines partners, based on the growing interest in the apparel segment. We have also increased the impact of our marketing and communication efforts to support our partners, by introducing geo-targeted in-game announcements for new licensed product launches in a fun, organic way.

What major Stumble Guys product launches should we be most excited about this year?

This spring, together with our master toy partner PMI, we’re launching a new line of collectible figurines with

redeemable codes in the USA, followed later in the year by a line of action figures with redeemable codes that will be launched globally. Each figure will include a code inside the packaging that can be redeemed on the Stumble Guys website for a character that matches the chosen action figure. We’re also incredibly excited to be launching a full spring/summer collection with one of the largest fashion retailers globally, following the success of last year’s limited capsule drop. We’re continuing to expand the apparel category with other regional mass and fashion retailers in Europe, Middle East and Latin America. Additionally, we will be launching the first-ever Stumble Guys licensed activity events in the Middle East, giving players a chance to connect with the Stumble-verse in real life.

Are you looking to expand into new and untapped licensing categories this year?

We’re actively working on expanding our licensed partnerships portfolio, given we have a global presence with toys, collectibles and apparel. Our licensing agents are working on expanding the brand presence regionally; we see a lot of interest coming from back-to-school, secondary toys, fast moving consumer goods and promotional categories.

Throughout the rest of 2025, how will the Stumble Guys game continue to develop and expand?

This year we are marking the 5th anniversary of Stumble Guys, and we’re celebrating in a big way. Players can look forward to new fun levels dropping monthly, exciting thirdparty IP partnerships and, of course, new and exciting Stumblers. With a refreshed look, the game will introduce even more collaborations, deeper storytelling within the Stumble-verse and enhancements to fan-favourite features. Our game is loved by a global community of fans which is highly engaged and always looking forward to enjoying new adventures with friends in the Stumble-verse, sharing them with the world via social media, and even becoming ambassadors and content creators for our brand and game. Their loyalty encourages us to keep listening to our audience and evolving the game based on the experiences they seek. Consumer products add an exciting new dimension to the mix, creating a 360º experience that connects the digital game with the physical world.

DIY KITS

© 2025 Mojang AB. All Rights Reserved. Minecraft, the Minecraft logo, the

Mojang Studios logo and the Creeper logo are trademarks of the Microsoft group of companies.

Little Brother Books

www.littlebrotherbooks.co.uk | @littlebrotherbooks.co.uk

2025 has got off to a great start for Little Brother Books, with a raft of new ranges in production that more than double its publishing portfolio, with launches into categories/formats that will reach new audiences.

Series 3 of the Make Learning Fun education book range in partnership with Purple Mash, a leading UK online learning platform, is set to launch this summer in time for back to school. It features trusted children’s characters alongside learning content from Purple Mash intended to make learning fun, with added reassurance that it’s 100% school curriculum content. Series 3 welcomes hugely popular characters including Angry Birds, Wallace & Gromit and Peanuts.  This soft cover range targets early learning for pre-schoolers as well as primary school kids (ages 5-7, 7-9 and 9-11 years) with English and Maths focused learning. Series 2, published in autumn 2024, has been a complete sellout at retail, so Series 3 is highly anticipated to do the same.

Two new Mega Sticker Scene books join the popular Little Sindy & Little Paul range, aimed at younger children aged 3-6 years who love sticker fun. The two launches for this summer are My Pet Pals and Astronauts. Little Sindy and Paul are the friends/narrators guiding crafters as they create their sticker scenes. Each book, with its foil embossed cover, has over 250 reusable stickers and 10 mega sticker scenes to enjoy behind hugely popular themes including Mermaids, Dinosaurs, Unicorns and more.

Back for 2025 LBB’s new Advent Calendar Mini Book Collection is designed to fit retail shelves whilst still offering customers the 24 mini books they love from other advent calendar formats currently available. The 2024 limited production run sold well at retail and was deemed both innovative and a welcome new format. 2025’s range will include a Taylor Swift Special, Minecraft Edition and Shoot Football.

John Leisure

01616 526 661 | kay@john-toys.com

For more than 72 years, John has continued to be a leading European specialist in the world of balls and outdoor toys. Next year, the company will celebrate its 50th year of being a Disney Licensee.

Leading the company’s collection are the ever popular 5" and 9” licensed play balls. These brightly coloured, durable balls are perfect for outdoor play and are available in multiple licences, including Spidey & Friends, Stitch, Gabby’s Dollhouse, Paw Patrol, Peppa Pig and more. The list is extensive, and these balls continue to be one of John’s biggest volume drivers.

Capitalising on the success of the Size 5 Footballs, John will also be launching a range of licensed Marvel Spidey and Disney Stitch Footballs in 2026.

Another standout in the lineup is the 2.5" high bounce ball, crafted from high-quality polyurethane (PU). These balls are designed to deliver an exceptional bounce, making them ideal for energetic games. The high bounce balls are available in several designs, including Paw Patrol, Peppa Pig or a Disney and Marvel assortment.

The much-loved pop-up tents and Space Hopper balls continue to delight children all over Europe, and are available in Disney’s Frozen, Disney Princess, Spidey, Stitch, Peppa Pig, Paw Patrol and Gabby’s Dollhouse designs.

John Leisure also offers a unique range of bubbles, including Disney licensed Peanut head removable figure bubble wands and bottles, which give additional play value and come in sizes from 55ml – 120ml.

Funko Pop! is the #1 brand and Bitty Pop is the #6 brand in Action Figures & Accin the last 12 months to February 25. Bitty Pop! sales were up +67% , making it the #3 gainingbrand in AF&Acc in the last 12 months and it continues to grow in 2025. Funko Pop! sales werealso up +18% in the last 2 months in AF&Acc.Source:Circana EU5 Retail Tracker projected, 12 months to Feb 2025, value sales.

BLE Character Licensed Merchandise

PMS International

jcostimouyia@pmsplc.com | sales@pmsplc.com

PMS International has kicked off 2025 on a positive note with the debut of the Positive Potato. As a standout addition to its licensed product portfolio, Positive Potato has quickly emerged as a beacon of creativity and purpose, captivating retailers and consumers alike.

With a proven track record of success in licensing partnerships and an unwavering commitment to quality and affordability, PMS International's collaboration with Positive Potato signifies a significant milestone in its journey. This strategic alliance showcases its ability to identify and nurture emerging trends, bringing captivating products that resonate with both business partners and end consumers to the forefront.

Created by Bex, the talented mind behind HookedByBex, Positive Potato emerged from a profound desire to craft something truly exceptional. Since its hugely successful online launch in July 2022, this endearing character has quickly captivated audiences across the UK with its unique charm and affirming messages. Building on its online success, Positive Potato continues to have a strong impact in the market, seamlessly transitioning to in-store popularity and reaching a wider audience through partnerships with retailers including Hobbycraft, the UK's largest arts and crafts retailer. This remarkable success reaffirms PMS International's dedication to offering captivating and distinctive products to its customers.

Positive Potato features an innovative range of products, from collectible plush dolls exquisitely packaged to charming giftware, elegant tote bags, keychains, mini figures and stylish stationery. With the ongoing development of new products, this licensing collaboration opens a wealth of opportunities for retailers to enhance their store offerings, drive sales and attract customers with its unique appeal.

The ongoing collaboration between PMS International and Positive Potato promises an exciting future, with new product ranges on the horizon. Retailers can look forward to creating a unique in-store experience, spreading positivity and delight to their customers.

Hy-Pro

01582 670 100 | www.zincsports.com

Hy-Pro International has announced a landmark pan-European licensing agreement with FIFA for the highly anticipated 2026 FIFA World Cup, which will be hosted across the United States, Canada and Mexico. This prestigious deal grants Hy-Pro exclusive rights across a wide range of product categories, including footballs, drinkware, bags, goals and accessories. The partnership will kick off with a soft launch in the final quarter of 2025, followed by a full-scale rollout leading up to the tournament’s start in June 2026.

With the tournament expanding to 48 teams and featuring over 100 matches across 39 days, the 2026 FIFA World Cup is set to be the biggest in history. North America is the fastest-growing football market in the world, making the USA, Canada and Mexico the perfect host nations to showcase the world’s most-watched sporting event. With Hy-Pro’s extensive product range, the company is providing a comprehensive one-stop solution to its retail and distribution partners throughout the UK and Europe during what promises to be an unforgettable summer of football.

Hy-Pro’s product lineup will offer fans a chance to engage with the tournament in an immersive way. The collection will combine quality, functionality and official branding to appeal to football lovers of all ages.

The company has also revealed a brand-new collaboration with Marvel, launching a vibrant, superhero-themed sports product range inspired by the legendary Spider-Man and Avengers franchises. This dynamic new line features exclusive editions of Hy-Pro’s best-selling sports equipment, specially designed to capture the energy and spirit of these iconic characters.

Key highlights from the Marvel x Hy-Pro collection include Spider-Man and Avengers-themed footballs (available in sizes 3 and 5), a special set featuring a football, water bottle and pump—ideal for gifting—and a stylish Spider-Man kids' electric scooter. Also joining the lineup is the iconic Zinc Street Glider licensed with SpiderMan, a ride-on product that has already seen over 1m units sold globally.

Crafted with inspiration from Spider-Man’s agility, strength and courage, the range is designed to motivate kids to get active, have fun and feel like superheroes. The collection blends vibrant Marvel artwork with high-performance functionality, making it a standout choice for young fans and sports lovers alike.

BLE Character Licensed Merchandise

ToyTopic

www.toytopic.com | sales@toytopicgroup.com

Building on a very successful 2024, this year, ToyTopic is continuing its growth trajectory with its latest licensed ranges, all available now, covering plush and plush accessories categories. Key licences include Paw Patrol, Peppa Pig, Furby, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Sonic The Hedgehog, Minecraft and Peter Rabbit, as well as several new ones to be announced ahead of Licensing Expo.

From 2.5cm collectible Mini Palzzz plush, up to giant 100cm super soft plush and everything in between, ToyTopic has something for everyone. The company offers exceptional value to customers and consumers alike, whilst keeping the highest of product standards. In addition to core and seasonal plush, ToyTopic’s ranges now include mini collectible plush, snap bracelets, backpacks, 2D cushions and pillow & blanket sets.

The supplier is also looking forward to launching its first non-plush ranges this year, including Make Your Own bath bombs and soaps based on the hugely popular Swizzles confectionery brands, Love Hearts and Squashies. Craft Buddy 020 3417 6565 | www.craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk

After celebrating its 15th birthday in April, Craft Buddy is proud to have acquired an impressive licensing roster and has partnerships with Disney, Marvel, DC, Star Wars, Warner Bros. Discovery, Me To You and LOL, among others. The diverse range of character licensed products launched year-round inspires creativity in crafting enthusiasts of all ages, and the next six months of launches are bursting with products that are easy to make, fun to collect and perfect to gift.

Most recently, the business has signed Care Bears, Dr. Seuss Enterprises, The Grinch and Warner Bros. Discovery’s The Elf, with Crystal Art lines launching for autumn winter 2025. Across the three IPs, a variety of best-selling Crystal Art lines are in development, including Buddies, XL Buddies, Secret Diary, Mega Activity Sets, Canvases, Christmas cards and Hanging Buddies.

Crystal Art Mirror Buddies is an evolution of the popular Buddies range. Sitting on sleek mirror plinths, these designs take showcasing a finished Crystal Art creation to the next level. Launching in eight licensed IPs, fans can find Dobby, Batman, Spiderman, Groot, Harry Potter, LOL Surprise!, Stitch and Grogu in this collectible new format.

There will also be a Crystal Art expansion into Friendship Bracelets, which sees Craft Buddies' second wearable product launch in 2025. The new Crystal Art Friendship Bracelets come in packs of two and have been developed to be worn and shared. They are available across four key licensed SKUs: Frozen, Care Bears, Stitch and Jack & Sally from The Nightmare Before Christmas – perfectly positioned as stocking-fillers for the festive season.

For Christmas 2025, the first Disney Crystal Art Magnetic Advent Calendar has 24 individual fan-favourite Disney characters to crystalise and display on the included framed stand. There are also multi-use magnets for year-round use.

Last month Craft Buddy celebrated its first-ever global launch with the Harry Potter Crystal Art Sticker Album. Developed in-house, this collectible brings the Wizarding World to life through dazzling Crystal Art. The Starter Pack includes a 20-page album featuring 102 stickers and two blind bags containing three stickers each (with additional blind bags available for purchase). As fans craft each sparkling sticker and place them in the album, they embark on a journey through Hogwarts’ most iconic moments.

In March, Craft Buddy launched its first blind bag collection with Disney Crystal Art Pin Badges, a 2-in-1 product combining creativity and style. The reception has been unprecedented and builds upon the ongoing popularity of blind bags, allowing fans to create 6cm pin badges that can be worn or displayed as part of a collection.

Craft Buddy’s best-selling ranges – including Crystal Art Buddies Series 1–4, XL Buddies, Bag Charms, Mega Activity Sets, Diaries & Planners, Cards, Scrolls and Stickers – are available across a wide variety of licensed IPs and will continue to grow with an array of new additions.

BLE Character Licensed Merchandise

Simba Smoby

01274 765 030 | sales@simbasmoby.com

Character brands are at the heart of the Simba Smoby portfolio, with the plush, tech and collectible categories all accounted for.

Since its launch, Jada’s six-inch Street Fighter Deluxe Collector Action Figures have been a smash hit with kid and kidult fans, and the line has extended again this spring, with Cammy, Guile, and Deejay joining existing characters from the video game franchise: Ken Masters, M.Bison, Dhalsim, Ryu, Chun-Li and Fei Long. More new characters are coming soon. Each figure has 25+ points of articulation and comes in an arcade-game-style box, with alternate head, hands and power pose accessories.

Jada’s signature Nano Metal Figure Blind Bags range spans a larger-than-ever range of licences, including new characters to collect from Marvel, Disney and Sonic the Hedgehog. Super-affordable, these blind packed collectibles offer great playability and displayability. In the all-new Marvel Nano Figure Blind Bags range, fans can expect to find a plethora of popular characters, shaped as 1:65 scale metal figures, each highly detailed and measuring around 4cm tall. There’s Captain America, Black Panther, The Hulk and Spider-Man to discover, plus other cool Marvel characters. There’s a new wave of Disney Nano Figure characters, too, bringing more classic characters from the world of Disney.

Casdon

01253 766 411 | www.casdon.com | toys@casdon.com

Casdon, renowned for creating miniature versions of household favourites, is expanding its portfolio with two new licensed ranges set to launch this summer.

Breaking into new territories outside of the traditional pre-school role-play space is a new range in partnership with Build-a-Bear, led by hero product - the Build-A-Bear Stuffing Station, created to bring the magic of the in-store experience home. Unveiled at London Toy Fair earlier this year, the Stuffing Station earned a Hero Toy Award from the British Toy & Hobby Association (BTHA), securing its spot as one of the year’s top toy predictions.

The new Build-A-Bear Stuffing Station by Casdon is aimed at children aged 3+ and helps develop coordination and fine motor skills. The set includes two bears, stuffing, outfits, hearts and birth certificates, allowing children to fill their bears using the push-pump handle, while lights enhance the experience. The Stuffing Station is supported by five other SKUs, including a Shop & Checkout Set, Furtastic Bear & Outfit packs and a Pawfect Adventure Bear Carrier and Furry Friend Car Booster Seat. These sets expand the Casdon Build-a-Bear world, adding hours of role-play fun to the at-home experience. The additional products in the range also allow children to add extra bears to their Casdon family, which they can dress and bring to life.

Staying true to its ethos of ‘Live playfully,’ Casdon is also introducing Heinz to its collection of well-known and loved licences, with products set to hit UK shelves this summer. The new range features six new role-play food toys designed for children aged 2+, including an American Diner Set, Fish & Chips Takeaway Set, All Day Breakfast Set and the Beans and Hoops Make and Play Set. Interactive elements like flip-n-dip sauce pots and the iconic Heinz Tomato Ketchup bottle with surprise squirty sauce offer hands-on fun, while helping children develop motoring and social skills and creativity.

True to Casdon’s signature style, the range is designed in close partnership with Heinz, and mimics real-life food, adding authenticity to play kitchens while encouraging imaginative role-play and early meal prep skills.

Both the Build-a-Bear and Heinz ranges are set to launch this summer, backed by a strategic PR and marketing campaign, including influencer and celebrity partnerships.

BLE Character Licensed Merchandise

Ravensburger

01869 363 830

www.ravensburger.com

Ravensburger builds on its portfolio in 2025 with more than fifteen new properties joining its extensive licensed offering. Among those, the dark and festive fun of Tim Burton’s The Nightmare Before Christmas is set to join the seasonal 2D puzzle offering with a 500-piece Challenge jigsaw. Chart-topping kids' TV favourite Bluey brings her magic to Ravensburger’s classic game series Labyrinth. Bluey Labyrinth Junior invites players to help Bluey and her family find their friends in a maze of moving pathways. This beginner’s edition of the classic game is designed for players aged four years and over. A Bluey My First Puzzles set recently joined the growing 2D puzzle offering from Ravensburger, while fans can also look forward to Bluey Dominos coming in the second half of the year.

Ravensburger expands on its popular and collectible 3D Puzzle Ball series with two new additions to the Pokémon 54-Piece Puzzle Ball range, now with nine to collect in the lineup. Hello Kitty and her friends will also appear in a new dimension this summer, with the introduction of three 54-piece puzzle balls and a 72-piece puzzle ball. These will join the recently launched 2D puzzle offering, which includes both children’s and adult choices. Also coming later this year, the animated series Hello Kitty Super Style is showcased in a dedicated Mini Memory edition.

Winning Moves

020 7298 9515 | www.winningmoves.co.uk sales@winningmoves.co.uk

Winning Moves is working on some brand-new Guess Who? titles for younger board game-loving fans, off the back of the success of its World Football Stars and Super Mario editions of Guess Who, with the Football edition featuring in the UK’s Top 50 games during Q4 peak in 2024.

Bluey continues to be a strong property for retailers, and Winning Moves is launching Bluey Top Trumps and Guess Who? later this year. Fans of Bluey will now be able to explore all their favourite Bluey characters, from Bingo to Muffin and Socks to Mum, in Bluey Guess Who? Bluey Top Trumps will also allow players to battle it out and explore interesting facts and stats on all their favourite Bluey characters.

Now that Peppa Pig is firmly back in the spotlight, it’s the perfect time for Winning Moves to announce the launch of Peppa Pig Guess Who? and Peppa Pig Top Trumps in just a few months’ time. Both games will allow players to compare their favourite characters and moments from this iconic British series. These two new Peppa Pig launches are the perfect portable family fun activities and are great for weekends, school holidays and on-the-go.

With both Peppa Pig and Bluey aimed at a pre-school audience, Winning Moves is expanding its games range to include even the youngest card and board game fans.

BLE Character Licensed Merchandise

Wow! Stuff

07817 273 766 | kaya.leadsford@wowstuff.com

Toy of the Year winner Wow! Stuff is set to make waves once again with the latest addition to its new Puppetronics category. In the lead-up to Universal Pictures’ liveaction reimagining of DreamWorks Animation’s How to Train Your Dragon, trailblazing Wow! Stuff drives innovation by bringing the beloved movie character to fans, with the launch of the hotly anticipated Toothless Puppetronic by RealFX. As with all Puppetronics by RealFX, Toothless looks real, feels real and sounds real, and offers fans the chance to train their very own Night Fury at home.

Developed by the award-winning innovation team at Wow! Stuff, this Puppetronic breaks new barriers with innovation and reimagines Toothless like never before. Combining traditional puppetry with cutting-edge electronics, the Toothless Puppetronic by RealFX features over 50 character sound effects, responsive touch and motion sensors and Toothless’s signature plasma blast of blue flame. The result is an experience that feels pulled straight from the screen and will be sure to wow fans. The interactive Puppetronic lets users control Toothless’ movements, expressions and his iconic plasma blast. With just a simple motion, Toothless ‘breathes fire’ through his mouth and nose using a safe and mesmerising light-up smoke effect.

Launching in retail in late April, the Toothless Puppetronic by RealFX arrives in time to build excitement for the stunning live-action re-imagining of How to Train Your Dragon, landing in cinemas June 2025. It adds to Wow! Stuff’s growing Puppetronics by RealFX collection, which includes a great range of best-selling characters, including Disney’s Stitch, Disney’s Angel, Jurassic World’s Baby Blue and Jurassic World’s Baby T-Rex.

Funko

www.funko.com | newtradeenquiries.emea@funko.com

Funko is partnering with Marvel to produce a wide range of releases which celebrate and bring fans a diverse array of products inspired by the worlds of Marvel. To celebrate the highly anticipated release of Marvel Studios’ Thunderbolts, which hits cinema screens across the globe this month, Funko has released a new line of its iconic Pop! vinyl figures inspired by the film. These Pop! figures are a perfect addition to any fan’s collection, bringing some of the film's most exciting characters into the evergrowing world of Funko Pop!

Each Pop! Thunderbolts figure has been carefully crafted to capture the look and personalities of the standout characters from Marvel Studios’ Thunderbolts. Fans can now add Pop! Yelena Belova, Pop! Red Guardian, Pop! Bucky Barnes, Pop! John F. Walker and Pop! Sentry to their Marvel collections.

Perfect for both seasoned collectors and those looking to start their collections, each Pop! Thunderbolts collectible features the iconic oversized head and intricate detailing that fans have come to know and love about Funko’s Pop! vinyl range. Each character has been meticulously designed with film-themed costumes and dynamic poses that help bring the Thunderbolts to life in collectible form. Whether fans are drawn to the mischievous spirit of Pop! Yelena Belova or the towering presence of Pop! Red Guardian, these figures capture the essence of each character in a way that’s both fun and collectible.

Funko has a long-standing partnership with Marvel as a licensing partner, which has produced some of the company’s most popular Pop! figures, including Pop! Spider-Man, Pop! Captain America and Pop! Hulk, as well as Pop! Deadpool and Pop! Wolverine.

BLE Character Licensed Merchandise

Hornby (Scalextric)

01843 233 500 | www.uk.scalextric.com

sales@hornby.com

Scalextric continues to expand its licensed range, following the success of its Back to the Future set. This year, the brand is bringing blockbuster action and classic nostalgia to the track with the all-new Fast & Furious Hot Laps set and two legendary vehicles from Captain Scarlet.

Users will be able to experience the adrenalinefuelled excitement of Fast & Furious with the new Scalextric Fast & Furious Hot Laps set. This new release puts two of the franchise’s most iconic cars— Dom Toretto’s Dodge Charger and Brian O’Conner’s Toyota Supra—head-to-head on the track, delivering high-speed racing straight from the big screen.

Bringing a fresh twist to slot racing, Hot Laps integrates retro arcade racing with interactive digital features. The included lap counter and checkpoint racing app create a dynamic experience, tracking laps in real time using motion detection. Compatible with existing Scalextric tracks and cars, Hot Laps delivers a fusion of classic slot racing and arcadestyle gameplay.

For fans of retro sci-fi, Scalextric is also reviving the world of Captain Scarlet and the Mysterons with two meticulously detailed models: Spectrum Patrol Car (SPC), a high-speed, futuristic vehicle used by Spectrum agents to combat the Mysteron threat, recreated with its distinctive streamlined bodywork and bold livery and Spectrum Pursuit Vehicle (SPV), the heavily armoured, battle-ready powerhouse from the series, instantly recognisable to fans of the classic show.

These reproductions bring Captain Scarlet nostalgia to the slot racing world, making them perfect for collectors and racing fans alike.

With a mix of movie action, sci-fi classics and cutting-edge slot racing innovation, Scalextric’s 2025 lineup is set to deliver high-speed thrill for all generations.

Rubies

0845 307 0707 | www.rubiesuk.com

Last year, Rubies announced the arrival of one of the must-have pre-school brands to its licensed dress-up lineup, with Bluey joining its expansive portfolio. The new Bluey and Bingo jumpsuits were revealed this February, featuring vibrant colours and playful details that capture the essence of the lovable characters, including a detachable tail and headpiece.

With dress up offering a unique play value, 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 is a favourite, and includes an inflatable grappling gun, ideal for playtime and imaginative adventures.

In time for a Friday Halloween this year, Rubies’ new Chucky collection of costumes features dress-up for the entire family, from a toddler Chucky through to child costumes and adult options. Complete with mask accessories, this range of Chucky and Tiffany fancy dress is ideal for fans of the cult classic horror franchise.

For comic book fans, there are four key new additions including DC Comics Teen Titans Go Robin costume along with a new take on an adult and child Joker costume. For a two in one look, the Hulk Reversible Costume set combines two costumes in one with a reversible Hulk and Red Hulk costume top and two masks.

Rubies is also bringing back the Teenage Mutant Ninja Turtles with toyetic accessories, including Raphael Sais and Michelangelo Nunchucks, plus a four in one child costume including a deluxe padded jumpsuit and the choice of switching between all the Turtles with a variety of coloured eye masks and belt logos.

All of Rubies’ product offerings, along with its impressive range of non-licensed products, will be bolstered by the epic line-up of upcoming theatrical releases and series for 2025. A Super Summer campaign focusing on key properties and events across an epic summer ahead will also be launching. The release of the new Superman film and Jurassic World: Rebirth, as well as a live-action adaptation of How to Train Your Dragon, will all play a huge role in Rubies’ Super Summer plans, as the company gears up to celebrate its upcoming costumes for each of these blockbusters.

Red Robin Design

www.redrobindesign.be | elian.bernon@redrobindesign.be

Jazwares

020 3598 5119 | www.jazwares.com

Global plush sensation Squishmallows continues to capture the imagination of fans across generations, achieving status as the No.1 Toy Item, No.1 Plush Item, and No.1 Plush Property of 2024, as well as Best Children’s and Tween Licensed Property. Available in over 60 countries, with more than 485m units sold globally, the brand’s multi-generational appeal shows no sign of slowing. In 2025, Jazwares will expand the Squishmallows universe further with 500+ new styles launching globally, including brandnew seasonal lines and licensed collaborations with Pokémon, Harry Potter, Hello Kitty, Disney, Stitch, Marvel, Stranger Things and more.

Total Anime, created in partnership with Crunchyroll, features a comprehensive portfolio of top-tier anime properties, including Chainsaw Man, My Hero Academia, Jujutsu Kaisen and Spy x Family, alongside 2025 newcomers Kaiju No. 8 and the Junji Ito Collection. With anime toy sales up 8% across Europe in 2024 and the global category projected to reach $60b by 2030, Total Anime is primed for growth with an extensive figure and plush range designed for collectors.

Jazwares’ master toy line for Pokémon, the No.1 highest-grossing media franchise of all time, continues to deliver innovation across plush, figures, play sets and collectibles, including 2025’s Play ‘N’ Display Case.

New for autumn winter 2025, Jazwares will introduce core and collectible-led lines for Five Nights at Freddy’s, Stranger Things and Avatar: The Last Airbender, with product lines inspired by fan-favourite characters and backed by major new content across streaming, film and gaming.

A new Warner Bros. plush range brings to life characters from Harry Potter, DC, and Looney Tunes with collectible blinds, feature plush and cuddly sleeping plush.

Red Robin Design is unveiling Kito Art, a dynamic new line of DIY kits that blends creativity, craftsmanship and the beloved world of Minecraft into hands-on, build-it-yourself experiences. Designed for makers of all ages, Kito Art invites fans to step beyond the screen and into the world of tangible creation.

At the heart of Kito Art is a passion for storytelling and design. Each kit features precision laser-cut wooden pieces that slot together smoothly, offering a satisfying and immersive building process. Kito Art brings the joy of Minecraft to life in beautifully detailed wooden form.

Red Robin Design first introduced the Minecraft Wooden Theatre, a showstopping diorama-style set that allows builders to craft and display their favourite Minecraft-inspired scenes. Perfect as a storytelling stage or display piece, the theatre quickly became a favourite among crafters, families and collectors alike. Now, the company is introducing the DIY Minecraft Lodge to its portfolio. Inspired by cozy in-game cabins and off-grid hideaways, the Minecraft Lodge is a charming, laser-cut wooden kit designed for both display and play. With intricate architectural details and modular construction, builders can bring to life a rustic Minecraft retreat complete with cutout windows, textured rooftops and space to add mini characters and lighting.

Kito Art is expanding rapidly, with more Minecraft-inspired creations and original DIY designs on the horizon. Whether users are building a Wooden House, a miniature play set, or customising a scene of their own, each Kito Art kit is made to inspire imagination and provide hours of creative joy. The range is perfect for Minecraft fans looking to bring the game into the real world, DIY enthusiasts and makers of all levels, parents and kids seeking fun, educational activities and hobbyists who appreciate thoughtful design and craftsmanship.

With Kito Art, Red Robin Design invites users to slow down, get creative and enjoy the simple pleasure of building something with their hands. These thoughtfully designed kits offer a relaxing, rewarding experience for all ages.

BLE Character Licensed Merchandise

0845 0533 333

www.mgae.com

Little Tikes is teaming up with BBC Studios for a new collection of Bluey-inspired toys that bring the beloved animated series to life in a whole new way. Based on actual episodes from the series, the new line includes the Bluey Grannies Car Coupe, Bluey Bushland Adventures, Bluey Beach Day Sandbox and Bluey Beach Water Table.

The new Bluey Grannies Car Coupe is made for children aged one and a half to five years old, is inspired by the Bluey episode Grannies

(season 1, episode 28) and is a fresh take on a Little Tikes classic. The newly designed Cozy Coupe features Bluey colours and comes with Bluey decals for little ones to decorate their new coupe themselves. The coupe comes with Grannie glasses, a faux can of baked beans (a Bluey favourite), a moving, clicking ignition switch, a gas cap that opens and closes, a built-in cupholder, a rear handle for parent-controlled push rides and a removable floorboard.

With the Bluey Bushland Adventures, little ones aged two to four years old can pretend that they are with Bluey and friends in a wilderness camp pond. This splash pad includes a water scooper and figurines of characters from the show, such as Dad Bandit, Mum Chilli, Bingo and Bluey. Each character can slide down the log ride tower and explore Maynard’s Cabin with spinning water gears and a waterfall feature.

Children aged 12 months+ will have a blast making sandcastles with the Bluey Beach Day Sandbox inspired by the Bluey episode The Beach. With its spacious layout and four moulded-in seats, this play set creates hours of fun outdoor playtime for multiple kids. Kids can use the seagull footprint roller to create seagull footprints in the sand or mould the crabs that chase Bluey in the fan-favourite episode, whilst also building Bluey-shaped sandcastles. The Bluey Beach Day Sandbox includes a Bluey sand mould, crab sand mould, seagull footprint roller, bucket, spade and rake.

The Bluey Beach Water Table features Bluey and friends playing in the water and digging in the sand. The water table features two cascading pools, a tipping bucket and water funnel spinning gears. Made for children aged one to six years old, additional accessories include four floating figurines of Bluey characters, a crab sand cast, an alligator sand cast, a shovel and a cup. It has detachable legs for optional fun on the floor. The water table is easy to clean with drain plugs and small enough to store away when not in use.

MV Sports

01217 488 000 | www.mvsports.com | info@mvsports.com

Paw Patrol continues to be a top-tier evergreen licence, and MV Sports’ Paw Patrol range delivers engagement and developmental benefits, all wrapped in bold, character-driven designs that kids love. With a fresh line-up for 2025, MoVe’s latest additions are expected to be some of the most in-demand products in the company’s portfolio.

Leading the charge is the brand-new Paw Patrol 4 in 1 Bumper Box of Garden Games. This action-packed set is the ultimate outdoor play bundle, designed to keep kids entertained for hours while developing essential motor skills, coordination and teamwork. With four games in one, the Bumper Box brings variety and adventure to outdoor play. Pop & Catch is a fast-paced challenge that tests reflexes as kids launch and catch balls in pop-up scoops. Sticky Catch adds a fun twist to a classic game, using Velcro-style paddles to make catching even more exciting. Target Shot lets little ones improve their throwing accuracy, boosting confidence and sports skills. Finally, Bat & Ball rounds out the set with a timeless classic with a lightweight bat that’s ideal for beginners. Bursting with vibrant Paw Patrol character graphics, this set transforms any garden into an adventure zone, making it perfect for summer play and family-friendly fun.

The Paw Patrol Fast Folding Toddler Swing is designed for ages six to 36 months. Built with a sturdy steel frame and UV protection, it’s ideal for both indoor and outdoor use, ensuring year-round play. The five-point safety harness, full fabric lower body surround and high back support provide security and comfort, while the softtouch adjustable ropes allow the swing to grow with the child. Parents will appreciate the fast-folding mechanism, which makes storage and transport effortless. The swing is ideal for those who want a space-saving solution.

For little explorers on the move, the Paw Patrol Rollacase is billed as the ultimate 2-in-1 ride-on and carry case. This cabin-sized travel essential offers a smooth ride with foldaway footplates, a comfy moulded seat and a handy pull-along strap. Featuring secure locks and internal storage compartments, it keeps travel essentials safe while doubling as a ride-on for little ones. Whether whizzing through the airport or storing toys and clothes for a weekend getaway, the Rollacase makes every journey smoother.

The Paw Patrol 12” Balance Bike with Light Up Wheels takes learning to cycle to a whole new level. Featuring motion-activated multi-coloured LEDs in the wheels, this dazzling effect helps improve visibility. A lightweight steel frame, puncture-proof EVA tyres and adjustable handlebars and seat ensure a sturdy, confidence-boosting ride as children develop their balance and coordination. Soft, moulded handlebar grips provide extra comfort, and with vibrant character graphics, this bike is expected become a favourite among Paw Patrol fans.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

Rainbow Designs’ adorable, playful and engaging soft toys focus on some of the most prestigious and high profile licensed character collections that include Paddington, Peter Rabbit, Disney’s Winnie the Pooh and Harry Potter Wizarding World, alongside the new Bing, Dumbo and Mr. Men Little Miss ranges arriving this year.

Arriving this summer is the new vibrant Mr. Men Little Miss range. A treasured British brand for over 50 years, these characters, with their distinct personalities, have been adored by generations of families. Rainbow’s colourful new range includes a range of large cuddly cushions, collectible soft toys and plush keychains, starring favourites Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong, alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox.

Rainbow’s best-selling Wizarding World collection of infant toys brings this magical brand to the youngest of fans. Starring the iconic characters, Harry Potter, Hedwig and Dobby, the adorable range includes My First Stars of Hogwarts Soft Toys, Rattles, Comforters and Activity Toys, and new to the range for 2025 is an engaging Harry Potter Activity Cube and a tactile Hogwarts Express Soft Book.

Back by popular demand is Dumbo, in a new Disney Baby My First Dumbo Range featuring a My First Dumbo Soft Toy, baby soft Comforter and Ring Rattle. Joining the award-winning Disney Baby Lion King range, that includes a Simba Activity Toy, Comforter, Ring Rattle and Sensory Playmat, will be an educational Soft Activity Cube featuring multiple textures and a peek a boo mirror.

The Adventures of Paddington toy range remains a firm favourite with youngsters, sparking creativity and encouraging playful imagination.

Rainbow’s best-selling range includes the award-winning Paddington Tea Set, Paddington Talking Soft Toy, 4-in-1 Dress Me Paddington and the Bessie the Campervan Play Set.

New this autumn is a range featuring the multi-award-winning pre-school property, Bing. Using new materials and incorporating engaging developmental features, this new Bing range will reimagine the much-loved brand for a slightly younger audience. The collection features a brand-new Bing plush, a Giant Bing Soft Toy, as well as engaging play sets designed to ignite imaginations and promote creative play.

In addition, there are many more much-loved classic characters and high profile brand ranges to be found at Rainbow Designs, including Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, The Very Hungry Caterpillar, Elmer, Spot the Dog, Maisy, Giraffes Can’t Dance and The Snowman and The Snowdog.

PMI Kids’ World

www.pmitoys.com | omer@pmitoys.com

Following the phenomenal success of the first season, PMI Kids’ World is doubling down on the chaos with the highly anticipated launch of Fuggler Collectible Figures Season 2. Set to hit shelves in autumn 2025, this new collection builds upon the runaway popularity of Series 1, which sold out within weeks. With an expanded lineup, new collaborations and a wider range of collectible formats, PMI is set to deliver another excellent range that will delight fans and collectors alike.

A major highlight of Season 2 is PMI’s collaboration with Fuggler and Paramount, which brings beloved characters from SpongeBob SquarePants and Teenage Mutant Ninja Turtles into the world of Fuggler Collectible Figures. Fans can expect to see twisted takes on SpongeBob, Patrick Star, Leonardo, Michelangelo, Donatello and Raphael, seamlessly blending the offbeat humour of these franchises with the signature oddball charm of Fugglers.

At the heart of this launch is an extensive roster of 46 brand-new collectible figures. Staying true to the brand’s signature mix of fun-ugly and comical collectible Fugglers, this latest series introduces an even greater challenge for collectors. The lineup includes 24 common figures, 12 Catch Me figures, six rare, two feature, two ultra-rare and two ultra-ultra-rare figures—each bringing its own quirky and mischievous personality.

Expanding the fun beyond standalone figures, PMI Kids’ World is also introducing an all-new line of 46 collectible keychains, mirroring the rarity structure of the main collection. Whether clipped onto backpacks or displayed alongside their full-sized counterparts, these keychains bring an extra layer of collectability to the Fuggler universe.

In addition to the core collectibles, PMI is expanding the range with unique feature-driven figures. The new Farting Figures line introduces four interactive figures—complete with built-in sensors that emit hilarious fart sounds, including special editions of SpongeBob and Patrick. The Swap & Style figures, featuring the Teenage Mutant Ninja Turtles, allow for mixand-match fun, while the two Feature Figures promise to bring even more excitement to the lineup.

Fugglers have built a dedicated following thanks to their human-like teeth, unsettling expressions and mischievous nature. Season 2 takes the brand’s signature chaos to the next level, giving fans more ways to engage. Whether it’s through surprise unboxings, trading among friends, or hunting for the rarest of the rare, the new season is designed to keep collectors coming back for more.

PMI Kids’ World continues to cement its reputation as a powerhouse in the licensed collectibles space, combining strong brand partnerships with innovative product development. With the momentum of the first season behind it and an expanded product range ahead, Fuggler Collectible Figures Season 2 is shaping up to be one of the most exciting launches in character licensed merchandise for 2025.

BLE Character Licensed Merchandise

Bandai

0208 324 6160 | sales@bandai.co.uk

Bandai UK presents some of the most popular character-led licensed ranges across its Toy, Collector and Hobby portfolios.

A cult-classic with strong nostalgia appeal, Gremlins taps into a multigenerational fanbase. Bandai’s range of mini and stylised collectible figures is inspired by iconic moments from the 80s blockbuster, comprising Gizmo and Gremlins in varying poses from favourite scenes.

With the arrival of every episode of One Piece to BBC iPlayer and new episodes airing on Netflix, the popularity of the anime heavyweight continues to grow within the UK. Bandai’s portfolio of One Piece collectible figures spans its Anime Heroes, Ultimate Legends and Banpresto ranges. Anime Heroes is a hero range of highly detailed, authentic 7” action figures appealing to both younger fans and collectors, whilst the new Ultimate Legends line makes fan favourite characters available in 5” format for the very first time. Both lines provide play and display opportunities, celebrating the hit anime series.

With broad appeal to captivate younger children and a loyal anime fanbase, Dragon Ball is a powerhouse within the Bandai portfolio. As a top-performing action figure line, Bandai develops constant refreshes of best-selling characters across its standout ranges, including the 5" Evolve action figures and the highly detailed 6" Dragon Stars. New additions to the lineup include the deluxe Power Up figures, complete with dynamic accessories, and action-packed Dragon Stars Battle Packs, all aimed at maximising shelf presence and piquing consumer interest.

Bandai continues to expand its Shokugan range, bringing anime, kawaii and gaming characters to life in miniature collectible form. The range of collectibles and characters is set to expand even further in 2025 with One Piece, Dragon Ball, Chiikawa and more joining the line, alongside new waves for Shokugan favourites, Kirby, Mario, Godzilla and Tenori Friends.

The latest Sanrio Hello Kitty and Friends collection captures a new generation of fans while appealing to nostalgic collectors with a mix of Mini Dolls, fresh keychain series featuring themes such as Peach and Raincoat, and new bedside Star Lights.

Nanoblock, and Nanoblock Mininano provide collectible, buildable miniatures from top licences including Sanrio, Kirby, Dragon Ball and Godzilla. Popular across all ages, Nanoblock offers a premium building experience with highly detailed 3D models, while Mininano blind bags provide an affordable way to grow collections with much-loved characters from Sanrio, Kirby, Miffy, Godzilla and Peanuts.

Bandai’s cross-category lineup includes a leading Miraculous fashion dolls collection and best-selling collectibles. Hero lines include the Hero Switch Ladybug Fashion Doll, a 26-cm fashion doll that enables fans to experience the magic of Ladybug’s ultimate fashion transformation at the press of a button. Additional new fashion dolls will join the collection later in the year, featuring Series 6 styling and accessories.

0208 049 1377 | sales@epochmakingtoys.com

Epoch is adding a number of new licences to its Aquabeads portfolio for autumn-winter. Tying in with the live action How To Train Your Dragon film hitting cinemas in June, a new craft kit will be available. Featuring 800 beads and keychain attachments, crafters can make four different dragon-themed creations.

Epoch Games is also looking forward to launching a series of new licensed games. Tying in with the release of Jurassic World Rebirth in July, there will be two new games. In Adventure Challenge, players must use the levers and buttons to guide the ball to safety, overcoming all the tricky obstacles and fearsome dinosaurs along the way. The goal is to stay on course and survive the danger zones. In Maze Challenge, players must escape the maze as quickly as they can, driving the ball through four checkpoints, by tilting it up and down using the levers and avoiding the dinosaurs. Both games come with different dinosaur plates that can be used interchangeably with any other Jurassic World tabletop game from Epoch Games. Both games are suitable for one player aged 4+ and will be followed later in the autumn by the Jurassic World Twin Tornadoes Attack, in which players must escape the spinning tornadoes' tops, be the first to reach the helipad and rescue the dinosaurs to win.

New for autumn, the Super Mario Question Block Game offers multiple games to play. Players can enjoy a game of classic Bingo or involve some teamwork as they work together using the transparent window to guess the mystery items in the box. The game is suitable for one or more players aged 4+.

BLE Character Licensed Merchandise

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Character’s Mighty Morphin Power Rangers collection includes action figures, vehicles, collectibles and role-play lines, as well as all-new squishy, gooey and stretchy character reimaginings from Heroes of Goo Jit Zu.

With the 4K remastered episodes of Mighty Morphin Power Rangers (MMPR) confirmed on Netflix from early July, Character has been named the UK &Ireland’s exclusive distributor for the Playmates’ toy line. Fans can expect a host of lines rolling onto shelves from August. Auto-morphin’ action Ranger and Alien figures are at the centre of the toy collection. Users can conceal the identities of these high schoolers by pressing the lever on their back to bring up their masks, then flip the lever again to reveal their true identities.

Following on from the action figures comes the transforming Dinozord line-up. These toys are transforming stand-alone toys, and users can also collect all five to combine them all and create the ultimate iconic Megazord. A 12” Scale Megazord comes complete with light and sound effects, Battle Bike and Figures, as well as role-play MMPR Masks, Morpher Deluxe Buckles and a Blade Blaster also available to collect.

WWE and the Heroes of Goo Jit Zu have combined forces to bring some of the best and the baddest WWE Superstars. Users can collect John Cena, Rey Mysterio and more to complete the ultimate wrestling collection. These 4.5” figures are the stretchiest WWE figures ever and have unique fillings that can be stretched, twisted and squished.

Sonic the Hedgehog and his former rival and now best friend Shadow have levelled up for autumn winter 2025 and come complete with hidden chaos emeralds inside. Still with superstretching power, Sonic and Shadow can stretch to three times their size and return to shape when released.

With the final series of Stranger Things hitting screens later this year, fans will finally be able to get their hands on their very own Ultra Goo Demogorgon. This iconic super-stretchy Stranger Things monster will be available from September.

Character Options’ licensed Heroes of Goo Jit Zu range also includes Heroes from the Marvel and DC Universes, Jurassic World and Minecraft, among others.

For more information, please contact the team via the details above.

Hasbro

0208 569 1234 | www.hasbro.co.uk

The Peppa Pig Peppa’s Family of Five toy set comes with Daddy Pig, Mummy Pig, George, Peppa and Baby Pig in a carrier so the new addition can join the family on their everyday adventures. Little ones can put the carrier on Mummy or Daddy Pig and recreate favourite scenes from the show or tell new stories of their own. The poseable figures can hold hands for sweet family moments, and the set makes a great gift or a fun addition to any Peppa Pig party décor.

The arrival of Peppa's baby sibling means the Pig family is growing—and so is their house. With Peppa Pig Peppa's Big Family House play set, kids can recreate favourite scenes from the show and imagine new adventures with Peppa, George and Baby. This large, 2-story, 7-room house play set opens up to be over 2.5 feet (80 cm) wide and is packed with accessories that kids can use to decorate and set up the house however they like. The Peppa Pig Peppa's Big Family House toy set includes Baby Pig, George and Peppa figures. Peppa Pig Peppa's Big Family Car comes with two figures, Peppa and her adorable baby sibling. Kids can open and close the boot (trunk), bonnet (hood) and doors, and the car's open top makes it easy to put figures in the seats. The car can fit up to five figures (sold separately, subject to availability), so there's room for the whole Pig family.

Kids can also recreate favourite moments from the show with the Peppa Pig Oinks & Snuggles Baby interactive doll with accessories. The toy features over 20 different sound effects which users can activate by giving baby the pretend pacifier or bottle, bouncing baby up and down, or laying baby down for pretend naptime. Cute accessories like a playmat, bib, and baby blanket add to the nurturing play.

Iron Man And His Awesome Friends Iron Quarters Playset is a 2-in-1 Marvel set featuring a removable Iron Man role-play mask, which kids aged three and up can wear while pretending to save the day. Features include a falling monitor, smashable wall, Armor-up elevator, stairs-to-slide trap, flight arm and more. The set comes with poseable 3-inch Iron Man (without helmet) and Ultron action figures plus five accessories, including Ultron’s spear, two barbells and two helmets with wings.

The Iron Man figure & car 2-pack features 3-inch vehicles that come with posable figures that fit inside. Kids can speed into action to save the day or remove the detachable 2-in-1 spoiler accessory from the vehicle, attach it to the figure’s back to Armor up and pretend to smash into adventure. The Marvel Iron Man And His Awesome Friends Action Figure & Toy Vehicle Assortment includes Iron Man Iron Racer figure & car, Iron Hulk Iron Racer figure & car and Black Panther figure & toy airplane.