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John Baulch - @Baulchtweet
Welcome to the September issue of Toy World – which also happens to be our 14th birthday issue. In fairness, it doesn’t feel like 168 months since we first launched our baby into the big wide world, but after publishing nearly 200 issues and special supplements, here we are. A huge thank you to everyone from the toy community who has helped and supported us along the way; it has certainly been the best 14 years of my career, and an absolute blast. Also, a massive thanks to the Toy World team, who have been instrumental in helping to deliver a magazine and website that continue to lead the industry and break new ground. We never wanted to be ‘just another toy magazine’, and I hope you find Toy World useful, informative and entertaining. And I promise, there’s much more to come.
from thepublisher
So, with the summer holidays well and truly behind us, we find ourselves once again starting to think in earnest about Christmas. As you would expect from an edition looking ahead to the all-important festive season, it’s a feature-packed issue, with an in-depth look at the thriving Pocket Money & Collectibles category; a round-up of Pre-Christmas marketing campaigns and our legendary Games & Puzzles supplement all showcasing the best of the new ranges vying for shelf space in Q4. And if you are heading to LA this month for Fall Toy Previews, there’s a special feature on the LA trip, which starts on page 92.
There’s no doubt about the biggest story of the month as far as the UK toy community is concerned – the seismic news that the Grant family will be stepping away from the TEAL Group and handing it over to employees in the form of an EOT (Employee Ownership Trust).
The first few people who got in touch after we published the story online were largely incredulous, and several couldn’t actually believe that Gary, Cath, Stuart and Duncan would be walking away from the business completely at the end of September – but that’s basically what’s going to happen.
I applaud the family on several levels: first and foremost, for not just selling out to the highest bidder. We all know there would have been plenty of potential takers, but can you really see a VC or even the likes of Mike Ashley continuing to respect and nurture the fundamental ethos at the heart of The Entertainer. The company has always been underpinned by a unique set of values and beliefs and has always had a strong ‘family’ feel – it would have been hard to see those qualities surviving in a more regimented, corporate environment.
It’s also good to see that the business has built a highly
capable and energized leadership team in recent years, planning for the day when Gary was ready to hand it over. No “of course it has to go the kids, it’s a family business” here – sensible, honest discussions have clearly taken place within the family, and a plan formulated and enacted over a period of time, leading to this moment.
The Employee Ownership Trust leaves the business in the best possible hands – a Board of Trustees will hold the Leadership Team accountable for running the business, and the employees will be the beneficiaries of the Trust. The business will remain independent, and crucially the spirit of the business will live on.
As you would expect, I’ve had lots of questions about how The Entertainer will adapt to life post Gary, Cath, Stuart and Duncan, and what changes we will see as a result of their collective departure. There will be answers, but not quite yet. Quite rightly, Andrew Murphy and the team wanted the first few weeks to be all about the Grant family, the amazing business they created and their incredible legacy. I have no doubt the management team will be chomping at the bit to announce new developments, but all in good time. I suspect we’ll see more changes in the way The Entertainer conducts its business - you’ll just have to speculate amongst yourselves for a few weeks as to what those might be…we’ll bring them to you as soon as we can.
As we sit on the cusp of the ‘business end’ of the year, I’m curious to see how the prevailing economic environment affects retail stock levels and buying decisions in the run-up to Christmas. There are numerous competing factors at play here: perhaps a few struggling suppliers, retailers keeping orders tight in the first half of the year, some knock-on impact from the US tariff situation, certain lines doing so well that those suppliers will be fighting for more stock, which may or may not materialise… I just get a feeling that there are still opportunities to get lines away at retail this side of Christmas, when normally most people would be starting to focus on 2026. Right now, I can have conversations with a dozen suppliers, and they can all be completely different – different experiences of the market, different levels of positivity/negativity and, in some cases, either a sense of wanting to try really hard to extract the maximum out of the remaining four months of the year, or resignation that “it’s just tough out there, there’s nothing much we can do.”
Whatever happens, we will continue to bring you every twist and turn, and to highlight all the biggest and brightest opportunities to help the toy community make the most of this crucial trading period. Buckle up, another rollercoaster ride is about to begin.
The Grant family steps away as The Entertainer becomes Employee Owned Trust
Teal Group Holdings – owner of The Entertainer, Early Learning Centre and Addo Play – has announced that the Grant family is transferring its 100% ownership to an Employee Ownership Trust (EOT). This transfer is due to complete in September 2025.
This decision is the culmination of a long-term succession plan and will ensure the group remains independent with its employees as beneficiaries, while preserving both the family’s legacy and the family feel of the business.
Founded in 1981 by Gary and Catherine Grant, The Entertainer has grown from just one shop to a multichannel international toy business. The company says the key to its success lies in the commitment, driving force and hard work of its employees who create affordable joy and unforgettable moments for customers, which is why the family has chosen an EOT structure.
As beneficiaries of the Trust, employees will be rewarded through tax free bonuses based on the amount of profit the business generates in the future and will have influence over the future direction of the group, sharing both the responsibility and the rewards of having a stake in the business’ success. A newly created Colleague Advisory Board will help shape policies, share colleague sentiment and ideas and have a representative that will sit on the three person Trust Board.
Following the Group’s significant investment in store openings, strategic partnerships and brand innovation, The Entertainer is in a prime position for the next phase of its growth, at home and abroad, through its Play to Win strategy and ToyBox B2B2C offering.
Gary Grant, co-founder and executive chairman of Teal Group Holdings, said: “Today marks a momentous day for the Grant family. It feels like only yesterday that my wife Catherine and I opened our first store in Amersham, and we could only have dreamed what heights the business would reach. Over the last 44 years, we have invested our working lives into this business. All our children are shareholders, and our two oldest sons joined to work alongside us, 20 years ago – so it’s truly a family business. This is a significant decision for the family, and one we haven’t taken lightly, but it feels like the right time to transfer our entire shareholding into an Employee Ownership Trust. We’d like to send our sincere thanks to all our employees, who have worked hard to make The Entertainer what it is today. When we started the business, we had a vision of keeping an unwavering focus on children and community through creating memories, inspiring wonder and delivering outstanding service. We couldn’t be more proud that this still remains at the heart of the business today, thanks to the daily enthusiasm of our staff – many of whom have worked for us for many years. The business is in strong hands with Andrew Murphy and his team at the helm and we wish them all the very best as they take The Entertainer through this exciting next chapter of growth.”
Andrew Murphy OBE, group chief executive officer of Teal Group Holdings, said: “What the Grant family has built is a true British success story – all the more impressive for having consistently championed the belief that business can be a force for good across the communities they serve. I have learned so much from Gary and the Grant family over the last two years and have thoroughly enjoyed working with them as we took the business into a new phase of growth both in the UK and internationally. The Group’s operational and financial strength provides a solid foundation for future success with a clear growth strategy, a dedicated & passionate team and a fantastic product offer. I am hugely excited for what lies ahead.”
Exhibitor space filling up for Toy Fair 2026
Toy Fair will return to Olympia, London from 20th to 22nd January 2026 for its 72nd show. With only a few months to go, demand for exhibition space is already very high, driven by a strong returnee rate and keen interest from new applicants. The popular Gold Zone, which houses the smallest stands and is often the spot to find hidden treasures, is already sold out, and there is limited space available in the rest of the halls.
Exhibiting at Toy Fair provides companies with the first opportunity of the year to showcase their new product ranges in-person to a wide range of buyers, licensors, inventors, media, influencers and the wider toy industry, all under one roof. An expansive range of retailers attend the show including John Lewis, Smyths Toys, TK Maxx, The Entertainer, Toymaster, B&M Retail, Tesco, The Works, Aldi and many more.
A high number of exhibitors are returning after a successful 2025 show, including The Lego Group, Target Darts, Playmobil UK, Connetix, Galt (part of the Jumbo Group), Vivid Imaginations and Toytopic amongst many others. The event continues to attract a broad mix of companies, from large renowned brands through to SMEs from across the toy industry.
Majen Immink, head of Toy Fair, commented: “We are delighted to once again see such strong interest in Toy Fair from returning and new exhibitors alike. We hugely appreciate the continued loyalty of our exhibitors, particularly in the challenging current climate. We are looking forward to supporting exhibitors in their preparations and welcoming the industry back to Olympia in January.”
Companies are encouraged to apply as soon as possible, as remaining space is limited and demand remains high. Shell scheme and space-only packages are still available. Applications can be made online at www.toyfair.co.uk
For exhibition or general enquiries, contact rebecca@btha.co.uk or call 020 7701 7271. For sponsorship enquiries, contact majen@btha.co.uk
Visitor registration will open in early October via the Toy Fair website.
Circana reports rebound for global toy market
Circana has released the toy sales performance figures for the first half of the year across 12 global markets (G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom and the United States. Across the G12, dollar sales increased by 7% from January through June 2025, to $27.5b, versus the same period in 2024; units sold grew by 4% and average selling price (ASP) rose by 3%, according to Circana’s Retail Tracking Service.
“I have been following the toy market for many years and cannot recall the last time all countries Circana tracks were growing at the same time,” said Frédérique Tutt, Global Toys Industry advisor at Circana. “The surge in sales can largely be attributed to consumers aged over 12-years-old, who have shown unprecedented growth and are consistently outperforming traditional kids’ trends. Products such as building sets, trading cards, games, plush toys and collectibles are seeing increased demand from both teens and adults.”
So far this year, seven of the 11 toys supercategories tracked by Circana experienced year-over-year sales increases within the G12. Games and puzzles grew the fastest, up 36%; followed by explorative and other toys, up 13%; and building sets, with growth of 12%. The top five gaining segments in the toy market include strategic trading card games, standard building sets, non-strategic trading card games, action figure collectibles and action figures – all reflecting a strong consumer appetite for collectibles and licences across age groups.
Collectibles are a driving force for the toy market, with first half sales up 35% globally and Entertainment licences are also playing a key role in the toy market’s growth. Licensed toy sales grew by 17% globally and now account for 35% of all global toy sales. Pokémon remains the top property for the fourth consecutive year, with sales doubling compared to last year. Other leading properties include the NFL, Marvel, Hot Wheels and Star Wars.
“The toy market is in healthy shape, with solid demand for toys and games; however, as an industry, we must remain vigilant of the uncertainties surrounding US tariffs and their impact on pricing and supply chains,” added Frédérique. “As the second half of the year accounts for over 60% of annual toy sales, the industry has reason to be optimistic about continued growth but must also remain cautious and strategic as the holiday season draws near.”
A.B.Gee launches 2025 Christmas Gift Guide
A.B.Gee has launched its 2025 Christmas Gift Guide, a carefully curated collection featuring over 400 toys from companies including Mattel, Hasbro, Zuru, Jazwares, Spin Master, Funko, Loungefly, MGA Entertainment, Zapf Creation and many more.
“The countdown to Christmas has begun, and we’re here to help retailers make this the most successful season yet,” said Anna Vaughan, Marketing manager. “This isn’t just a catalogue, it’s the ultimate retail toolkit for Q4. We’ve selected a range that blends highdemand heroes with fresh new lines to drive footfall, create excitement and keep tills ringing throughout the festive peak,”
Inside, retailers will find:
• Proven brands and TV-backed lines guaranteed to be on every Christmas list.
• Trending toys and social media hits that are moving fast.
• Stock across all age groups and price points, from pre-school to tween and beyond.
• Impulse buys, collectibles and core ranges with strong repeat potential.
The team at A.B.Gee has worked hard to ensure this year’s offering is both exciting and commercially sharp. From shelf-ready bestsellers to eye-catching promotional opportunities, this presents retailers with an opportunity to make toy aisles the go-to destination for parents and gift-givers alike.
The 2025 Christmas Gift Guide can be viewed on the A.B.Gee website. For further enquiries, email sales@abgee.co.uk or contact sales representatives directly.
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The Entertainer announces the arrival of
Pop Mart
The Entertainer has revealed that it is bringing Pop Mart’s iconic blind box collectibles to fans in the UK. From Thursday 7th August, limited-edition favourites like Molly and Skullpanda have been introduced to select The Entertainer stores. The sought-after brand, which was already available at The Entertainer’s latest store in Bluewater, has now expanded to six trial locations across the UK, ahead of a nationwide rollout to additional The Entertainer stores in the coming months.
The Entertainer stores at Manchester Arndale, Kingston The Bentall Centre, Lakeside Shopping Centre, Milton Keynes Centre:MK, Sheffield Meadowhall and Stratford Westfield are stocking Pop Mart products as part of the trial.
Since its launch in 2010, Pop Mart has grown a global audience by merging art, fashion and pop culture into collectible toys that appeal to both children and adults. Sold in mystery-style blind boxes, each box contains a surprise figure that has added to the growing excitement and increased demand for the products, which have also seen popularity with celebrities including Dua Lipa and Rihanna.
Brian Proctor, chief Product officer, The Entertainer, said: “As the Pop Mart phenomenon continues to grow, we’re thrilled that The Entertainer will stock the popular toys in selected stores. The arrival of Pop Mart at The Entertainer highlights our ongoing commitment to offering innovative and exciting products to our customers. In addition to the arrival of Pop Mart, we will continue to ensure that our diverse product range offers plenty of choices for toy fans across the country.”
Inside Out Toys appointed exclusive
UK distributor for Box CanDIY
Box CanDIY offers a beautifully designed range of eco-conscious arts & crafts kits, inspiring children to express their creativity through imaginative, screen-free play. Each product combines fun and function with sustainability, making it a perfect fit for Inside Out Toys’ expanding portfolio of ethical and environmentally responsible brands. With a focus on mindful design and high-quality materials, the Box CanDIY range features themed craft kits that cover a wide range of activities, including jewellery making, scratch art and build-your-own mini worlds. The brand’s vibrant packaging and unique box designs, often shaped like suitcases or keepsake boxes, add extra play value and make them ideal for gifting.
Inside Out Toys has been appointed the exclusive UK distributor for the award-winning brand of creative craft kits for children. The initial range will be available to UK trade customers through Inside Out Toys from September 2025, with marketing and sales support provided to new and existing stockists. Trade buyers are encouraged to apply for a trade account via the IOT website to be among the first to order this new addition.
Julian Garner, director at Inside Out Toys, commented: “We are thrilled to bring Box CanDIY to the UK market. The brand aligns perfectly with our mission to offer beautiful, sustainable toys and gifts that inspire creativity in children. We’re confident that our trade partners will love the eye-catching designs and retail appeal of the range just as much as we do.”
Inside Out Toys will showcase the Box CanDIY collection at the upcoming Autumn Fair in Birmingham this September (Stand 6A02), allowing retailers to view the full range in person.
For trade enquiries or to apply for a trade account, visit www.insideouttoys.co.uk. To arrange a visit from a Sales agent, contact sales@insideouttoys.co.uk
Hot Wheels debuts most significant track update for 50 years
Hot Wheels has updated its tracks and play sets to feature a Speed Snap Track System, its most significant track innovation since it debuted the iconic orange track in 1968. Now available in the UK, the track is designed to transform the way kids build and play.
The Speed Snap Track System features a patented, simple snap-together design, enabling kids to build expansive tracks independently and get to playing faster than ever before. Included adaptors ensure full compatibility with existing Hot Wheels track pieces, giving fans the flexibility to expand and enhance their current builds.
“Hot Wheels has always fuelled imaginative racing and over-the-top stunts, but we heard from consumers that there was room to make track play even better,” said Roberto Stanichi, executive vice president and global head of Vehicles and Building Sets. “The Speed Snap Track System is our response, a breakthrough system designed to make track building as intuitive as snapping pieces together, empowering Hot Wheels fans to create bigger, bolder and more action-packed courses with ease. To help parents, there’s also easier and faster clean-up.”
The development of the Speed Snap Track System was driven by a deep understanding of real consumer challenges. The Hot Wheels team conducted a consumer survey that revealed less than a third of kids aged three to six were able to assemble traditional Hot Wheels track sets independently, pointing to a significant opportunity to improve usability for younger users. From the parents’ perspective, limited space, complicated setup and difficult storage emerged as key barriers to both initial purchase and continued engagement. The new Speed Snap Track System is available now. The initial product line includes a Triple Loop Speed Kit, the Boosted Jump Speedway Kit and the Track & Car Starter Pack. Mattel will expand the Speed Snap Track offering even further in the years to come. The brand has also unveiled the Hot Wheels Track Creator app, an interactive companion designed to elevate play.
Toy Sourcing International to launch in Amsterdam
The global toy and games industry is set to welcome a major new B2B event with the launch of Toy Sourcing International, taking place in Amsterdam from 3rd-4th June 2026. This premium-format gathering will bring together toy suppliers from around the world and Europe’s leading distributors and retail buyers, in a targeted setting dedicated to permanent range sourcing, innovation and strategic partnerships.
With the discontinuation of the Distoy show in the UK and growing geopolitical and economic uncertainty in North America, European distributors have expressed a clear need for a spring sourcing event focused on long-term retail selection rather than one-off.
Toy Sourcing International has been created to answer that call, positioned as the go-to marketplace for permanent collection planning, mid-year negotiation follow-ups and supplier discovery.
Strategically located and globally connected, Amsterdam is a natural hub for European buyers and a logistics-friendly gateway to both the UK and US markets. The venue offers an optimal setting for business-focused meetings in a calm yet professional environment.
The organisers are anticipating around 100 international exhibitors from across toy and games categories and around 250 professional buyers and retail distributors. One-on-one meeting formats have been designed for efficiency, and there will be curated showcase areas for innovation, market trends and sustainable toys, as well as a focus on eco-designed toys, AR/VR play, creative kits, outdoor games and educational/therapeutic toys
The European toy and games market was valued at €17.1b in 2024 (Circana), accounting for nearly 30% of the global market. In a changing retail landscape and in the absence of an international spring event, Toy Sourcing International is set to become a critical sourcing and networking moment, complementing Nuremberg in winter and Deauville in autumn.
Toy Sourcing International will run from 3rd-4th June 2026 in Amsterdam (exact venue to be announced). It is organised by the Preshow Toys & Games (Deauville) team.
For more information, contact Fabienne Taylor, Show director, at fabienne.taylor@infopro-digital.com or +33 (0) 6 99 87 52 69
Toymaster welcomes Toy Corner in Gibraltar
Toymaster is pleased to announce that a new member has joined its ranks. Toy Corner is run by Manish Basantani and is located at 25 Casemates Square, Gibraltar, GX11 1AA.
Toy Corner stocks a wide range of product, including action figures & playsets, construction & cars, fashion & dolls, games & puzzles, trading cards, arts & crafts and much more. Customers have the opportunity to showcase their Lego creations within Toy Corner’s dedicated Lego window display.
A Toymaster spokesperson said: “We would like to welcome Toy Corner to the Toymaster family and wish Manish and the team the best of luck.”
Like all members, Toy Corner will be able to enjoy the support of Toymaster suppliers with offers and exclusive lines.
To get in touch with Toy Corner, call Manish at 00350 5726 3000 or email manish@toycorner.gi
To find out more about becoming a Toymaster member, contact the head office team on 01604 674 477.
Toy sales stalwart Karl Pollard introduces The Refill Method
Karl Pollard has spent more than 25 years in the toy industry, including nearly a decade with Jakks Pacific, before parting company with the UK business earlier this year.
Karl has now set up his own business and has completed a Diploma in Coaching and Positive Psychology, gained certification in Alcohol Free Performance Coaching and become a member of the EMCC. In his new business, named The Refill Method, Karl will be coaching experienced professionals to help them navigate transitions such as stepping into a new role or challenge, or recovering after redundancy or burnout
Karl told Toy World: “My clients are ready for change. They’ve ticked the boxes of conventional success, and now they want something more considered, more aligned and more their own.
“I don’t offer systems, shortcuts or scripts. I offer space to think clearly and to make decisions with intention. I draw on a decade of leadership and global market experience into every coaching conversation, but I coach from presence. My approach is calm, clear and quietly challenging. At the heart of my approach is positive psychology. Rather than focusing on what’s wrong, it’s solution focused forward thinking. It helps clients build on their values, strengths and goals to create more meaningful, sustainable growth. This approach isn’t about blind optimism, it’s about purposeful progress, grounded in who you are at your best.”
The Refill Method is launching a series of focused services, including Leadership Reset Sessions, Values Reconnection Workshops, an Executive Sounding Board and Career Clarity Coaching.
To learn more about how The Refill Method can support you, email karl@therefill-method.com
Simba Smoby launches premium Majorette Collection Series
Simba Smoby is taking its portfolio up a gear with the new Collection Series from Majorette. The new range of 1:64 diecast vehicles combines iconic automotive design with high-end detailing, standout packaging and display features.
Majorette has taken a bold new direction this season with an impressive re-brand, and at the heart of this transformation is its standout launch, the Collection Series. Purposefully crafted for collectors, this premium range sets a new benchmark for diecast models, showcasing a level of quality and detail unparalleled in Majorette’s history.
Each 1:64 real scale car in the Collection Series features a full diecast chassis as well as body, increasing the overall weight and offering a premium feel. There is incredible detail with rubber tyres, printed side mirrors and original wheel designs, all authentic to each licensed car model. The Collection Series is showcased in a Perspex display case and integrated stand, allowing fans to keep their models pristine while displaying their portfolio.
Wave one includes six iconic models spanning several decades of automotive history, including the 1955 Chevrolet Bel Air, 1965 Shelby GT350, 1975 Porsche 930 Turbo, 1985 Chevrolet Camaro, 1995 Honda NSX-R GT and 2005 Chevrolet Corvette C6.R. With wave two and three ready for release between now and January, the pipeline for the range is strong and has been selected to have collectors coming back time and time again.
Ben Hogg, head of Marketing at Simba Smoby Toys, said: “The response to the new Majorette Collection Series has been overwhelmingly positive, not just in the UK but across all our European markets. We’re rolling out our re-brand with refreshed logos and packaging across all new and existing items.”
An added push to both online and physical Majorette sales will come from a programme of social media and influencer support throughout the fourth quarter, plus digital and print advertising to target car enthusiasts.
For more information, please email sales@simbasmoby.com or call 01274 765 030.
Revell outlines upcoming Click System model kit launches
Revell’s former ‘easy-click’ assortment of plastic model kits has re-launched as Click System, with a refresh of the line-up welcoming new additions and offering an improved end-user experience.
The main ethos remains unchanged. These static display kits don’t require glue or paint, so are ideally suited to model building newcomers as well as those interested in the subject matter who want to build a less complicated representation. Click System kits are suitable for model and toy shops alike and can also be offered through other sales channels aimed at kidult audiences.
The 2025 assortment will contain models in various scales, including 1:72 F-4 Phantom, 1:600 R.M.S. Titanic, 1:24 VW T2 Camper, 1:25 2024 Ford Mustang GT and 1:24 James Bond Aston Martin DB5 “Goldfinger”.
All Click System kits will be supplied in Revell’s new top-opening box format. This creates a more rigid package for shop display/stacking/storage, whilst also allowing builders to store in-progress parts of their models securely in the boxes’ tray section. The cleaner package style concentrates on the subject matter with minimal additional clutter, including a prominent Revell and Click System logo. A model-specific QR code will offer the end-user more detail on the subject, allowing them to make an informed choice before purchase or glean more information afterwards.
Unlike former easy-click format packaging, and to promote a what-you-see-is-what-you-get philosophy going forwards, Click System packaging will show the completed model in its supplied pre-coloured plastic. Click System kits will continue to include additional markings in the form of self-adhesive stickers and waterslide decals.
Wilton Bradley launches new Toyrific website
Wilton Bradley announced the launch of the brand-new Toyrific website in August, bringing together its full range of much-loved brands in one easy-to-browse destination. The refreshed online platform offers customers a seamless shopping experience and showcases Wilton Bradley’s diverse portfolio, including Toyrific, Mi-Mic, Yello, Xootz and Osprey. From toys and musical accessories to outdoor adventure gear, the new website is designed to inspire play, creativity and active lifestyles for all ages.
“Our new Toyrific site is all about making it easier for customers to explore our brands and discover products they’ll love,” said Alexandra Crouch, Brand Marketing manager, Wilton Bradley. “It’s a one-stop shop for fun, whether you’re into outdoor sports, music, or imaginative play.”
The new website is live now at www.toyrific.co.uk.
The Wilton Bradley sales team can be contacted on 01626 835 400.
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WeCool Toys unveils new display at Toys R Us Abu Dhabi
WeCool Toys has announced the successful launch of an immersive and brightly coloured in-store display at Toys R Us, located in the flagship Yas Mall, Abu Dhabi. This high-visibility fixture showcases WeCool’s most popular lines, including the Compound Kings range with a wide range of slimes and compounds, the iLY craft activities range featuring the best-selling Sticker Maker and the innovative Magic Trace drawing range.
The collaboration was initiated earlier this year when Toys R Us’ GCC general manager, Bash Ramzan, and the buying team met WeCool Toys at the Nuremberg Toy Fair. Recognising the brand’s growth and customer appeal, the retailer extended an invitation to create a branded experience within its Yas Mall location.
“Everything went smoothly, and the finish and the execution is perfect. It’s really elevated the brand,” said Bash Ramzan. “We are very happy with the results and we’re confident that WeCool Toys will start to see some huge growth coming soon.”
The display includes vibrant signage, illuminated branding elements and a dedicated attendant positioned within the setup. At its centre is a demo table with stools, designed to facilitate hands-on interaction. The installation, combined with scheduled weekend events, is intended to create an engaging experience for both children and parents, encouraging them to explore WeCool’s range of creative and sensory toys. In-store demonstrations such as jewellery making and sensory play activities began in late August to coincide with the backto-school period, drawing in the returning customer base.
Stephanie Baker, Global Brand manager at WeCool Toys, sees this installation as the first step in a wider global strategy for the brand’s retail presence. “It’s our shop window, and an example to other regions, distributors and retailers, about how you can best practise brand execution. It would be great for us to demonstrate to our teams in other regions how we could do similar wall fittings and displays.”
Hasbro Hub London comes to Piccadilly Circus
Hasbro brought the fun to central London this summer with the opening of Hasbro Hub London, a new multi-brand retail pop-up store in the heart of Piccadilly Circus. Opening its doors on Saturday 16th August, the limited-time retail experience invited fans of all ages to explore, play, shop and capture unforgettable moments with some of Hasbro’s most iconic brands.
The store featured characters, products and experiences from across Hasbro’s expansive portfolio, including Dungeons & Dragons, Furby, Hasbro Games, Littlest Pet Shop, My Little Pony, Nerf, Peppa Pig, Play-Doh, Transformers and more.
Spanning over 3,000 square feet across two floors, Hasbro Hub London was located at Below the Lights, a new destination for branded experiences at one of the city’s most recognisable landmarks. Timed to coincide with peak summer tourism and UK school holidays, the popup has been designed to deliver high-energy engagement for families, kids and kids at heart.
“Hasbro Hub London is a celebration of play, storytelling and fandom, right in the heart of one of the world’s most iconic cities,” said Matt Proulx, SVP, Global Experiences, Partnerships & Music at Hasbro. “Whether you’re embarking on an epic adventure with Dungeons & Dragons, jumping in muddy puddles with Peppa Pig, or hunting for exclusive Transformers collectibles, there’s something here for every generation of fan. This is Hasbro like you’ve never experienced it before.”
Featured experiences included:
• A life-size Connect 4 and oversized photo ops
• Product demonstrations and interactive gameplay
• Hasbro claw machine and collectible pick & mix souvenirs
• Exclusive merchandise across brands
• Legacy artwork and behind-the-scenes moments from Hasbro’s world of play
Hasbro Hub London was operated by Event Merchandising, the team behind the Transformers and Peppa Pig Stores at Battersea Power Station.
Barbie and England Rugby’s Red Roses join forces
Mattel’s Barbie brand has announced a partnership with the Red Roses, England Rugby’s Women’s team. Marking Barbie UK’s first-ever partnership with a sports team, the collaboration aims to inspire the next generation of female rugby players through grassroots initiatives, funding, merchandise and powerful storytelling. Featuring three exceptional Red Roses players – team captain Zoe Aldcroft, Sarah Bern and Sadia Kabeya – the partnership celebrates their inspiring journeys.
The partnership comes as new research from Barbie and the Red Roses reveals that a third of girls disengage in sport by the age of 14, driven by concerns over body confidence, doubts in their ability and a lack of visible female role models in sport. To address this and spotlight the power of sport in unlocking confidence, ambition and resilience in girls, Barbie and the Red Roses are sharing stories of overcoming obstacles, celebrating individuality and pursuing passions, all to inspire young girls across the UK and beyond.
Zoe Aldcroft, captain of the Red Roses, said: “Rugby has given me so much – confidence, friendships and a platform. I want every girl to know there’s a place for them in this game too.”
As part of the Barbie Dream Gap project, Mattel is making a £20,000 donation to the RFU. These funds will help increase access to clubs and coaching across England, ensuring that more girls get the opportunity to discover the joy and community of team sport. Barbie will also be supporting the RFU’s Girls’ Activity Days that aim to encourage and enable rugby clubs across England to attract more girls into rugby.
Modelled by Zoe, Sarah and Sadia, Barbie and the Red Roses will launch a licensed apparel range. Produced by Castore, a range of t-shirts and hoodies will be available, with empowering slogans and designs celebrating rugby. A special edition Barbie x Red Roses Gilbert rugby ball is launching in October. For more information, contact Mattel at 01628 500 000 and www.mattel.com
Etopia announces date change for Amazon Play to Win event
Etopia, the Amazon growth agency, is partnering with Khoo Commerce to host Play To Win: Cracking Amazon (& Beyond) in 2026. Now taking place on Thursday 18th September with an 11am start time, the event will be held at The Hoxton, Shepherd’s Bush, W12 8QE.
This half-day strategy event is designed exclusively for senior marketing and sales leaders in the Toy industry who want to get real about growth and learn what’s working on Amazon (and beyond) in 2026. This event promises sharp insights, honest talk and practical Amazon tactics from insiders and industry experts. Attendees can expect a lively, creative environment that reflects the playful spirit of the toy world.
This event is ideal for ecommerce managers, heads of Amazon, Brand owners, senior marketers and sales managers – anyone serious about cracking the code on Amazon growth in toys.
The full agenda for the event is as follows:
• The 30-Minute Toy Brand Challenge
• From FYP to ROI: Making TikTok Work for Toy Brands
• TikTok guest and Etopia fireside chat
• Prime Time or Time Sink? Cracking Amazon’s Ad Tools
• Annamaria Alfarano, Xnurta
• Vendor Managers: Guardian Angels or Expensive Pen Pals?
• Asha Bhalsod, Etopia and Bruno Ferreira, Bluedot Commerce
• Toy Tetris: How Assortments, Solids & Mixed Packs Can Wreck Your Ops
• Behind-the-scenes case study
• Don’t Put All Your Toys in One Basket: Diversifying Without Chaos
• The Great Toy Pub Quiz and Drinks
This event, led by Etopia founder Asha Bhalsod, is about clear strategies that boost profitable growth, free from buzzword nonsense, with actionable insights attendees can apply immediately.
Spaces are extremely limited. Register now to find out how to secure one of the last few spots for this event: www.etopiaconsultancy.com/toy-event
Starlight launches new resource to help children navigate emotions in healthcare
Starlight - the national charity that aims to put play at the heart of children’s healthcare - is launching a new resource which will boost therapeutic play in healthcare. Its new Build & Feel Play boxes, which are being generously supported by the Lego Group, are available to order now. Healthcare professionals will be able to use the contents of the new boxes to help children express and navigate emotions during their healthcare journeys. The box includes Starlight activity packs, arts & crafts materials, a selection of sensory toys, puzzles, games and Starlight Dream Beam plushies, as well as Lego sets.
Laura Walsh, head of Play at Starlight, said: “Our new Build & Feel Play Box is designed to encourage safe and imaginative exploration of feelings while also promoting emotional regulation and relaxation. The aim is to reduce anxiety and stress, as well as improve motor skills and problem-solving. Children can struggle to verbalise their feelings, especially anger, fear or sadness. We hope health play professionals will be able to use the Lego sets and other products to encourage them to explore those feelings, especially if used one-to-one with play staff or another adult. We aim to foster emotional growth, support well-being and add a playful, creative aspect to children’s health experiences.”
Christian Pau, vice president and general manager of the Lego Group UK & Ireland, and a Starlight Trustee, added: “We’re delighted to be able to bring Lego bricks to children receiving healthcare across the UK, to support them in processing their emotions and help make their experience a little less scary. I firmly believe that play connects people of all ages, relieves stress and allows people to explore new possibilities and be creative. We hope the children, and the adults who build the Lego sets with them, enjoy the experience and feel the benefits of building together.”
Viral hit Clutching at Straws launches from Left-Field Toys
Left-Field Toys’ new party game has officially landed. Clutching at Straws is the fast-paced reaction game that’s been taking TikTok by storm, played by sports stars, influencers and celebrities worldwide, and now it’s ready to bring the same energy into family homes everywhere. The concept couldn’t be simpler: a bundle of colourful straws drops without warning and players race to grab their target before anyone else. Easy to pick up but impossible to put down, Clutching at Straws is a test of reflexes, anticipation and lightning-fast reactions.
Already a viral sensation, the game has racked up millions of views across social media, with clips of frantic grabs, near-misses and dramatic victories spreading fast. From professional athletes to families battling it out at home, Clutching at Straws has proven itself to be a blend of competition and comedy.
What makes the game so special is its universal appeal. It gets everyone moving, laughing and connecting, no matter their age. While it’s great to see celebrities and sports stars embracing it online, the real magic lies in how it turns any gathering into a lively, laugh-out-loud experience.
To support retail, Left-Field Toys has developed an interactive FSDU that lets customers play Clutching at Straws in-store, creating instant buzz and engagement. The concept has already received an enthusiastic response from Toymaster members following its debut at the May Show. With its mix of viral appeal, family fun and strong retail backing, Clutching at Straws is on course to become a favourite party game in 2025.
To get in touch with Left-Field Toys, email hello@leftfieldtoys.com or visit www.leftfieldtoys.com
Industry Moves
Playtime PR names
Ceriann Smith as managing director
Playtime PR has announced Ceriann Smith is stepping into the role of managing director, further elevating the leadership role she has been playing at the heart of the agency since 2016.
Most recently, Ceriann held the role of director of Strategy and Creative at Playtime, where she was instrumental in guiding the agency’s strategic evolution, driving creative innovation, shaping its values-led culture and playing a pivotal role in achieving B Corp certification. She has led on flagship client accounts including Wow! Stuff, Epoch Making Toys and Moose Toys, and is widely respected for her clarity of thinking, collaborative leadership and unwavering commitment to excellence. With more than 20 years in PR, she is a well-known and trusted presence across both the toy and communications industries.
In her new role as managing director, Ceriann will lead on client delivery, team development and the continued evolution of Playtime’s services. She will work closely with Lesley Singleton to co-steer the agency’s direction and uphold the high standards of creativity, ethics and effectiveness that underpin its work. Lesley’s focus remains on the business’s operations, finance, resourcing, HR, systems, legal oversight and strategic planning. She will continue being actively involved in senior counsel, innovation, risk management and maintaining the agency’s presence, relationships and partnerships across the industry.
“Ceriann and I are already true partners in play across all aspects of the agency,” said Lesley. “This role reflects the step up she’s taken and the impact she makes every single day. She’s a brilliant thinker, a natural leader and someone who balances sharp strategy with genuine care for our team, our clients and the work itself. Together we’ll maintain hands-on roles, with distinct remits that reflect our strengths and vision for the business.”
Ceriann added: “Playtime has always been a special agency to be part of: values-led, creatively ambitious and full of brilliant people who are given ultimate flexibility and balance to bring their very best to the table. I’m excited to step into this role and continue building on everything we’ve created so far. Lesley and I have a strong, collaborative partnership and a shared vision, and I’m looking forward to what’s next.”
To get in touch with Playtime PR, call 01908 032 700 or contact the team on tw@playtimepr.com.
Golden Bear Toys reinforces global Sales team with strategic appointments
Golden Bear Toys has announced a restructure and key appointments within its Sales team, reflecting the company’s evolution into a global, brand-led business.
Becky Matthews has been appointed Global Brand and Marketing director with immediate effect, stepping away from her UK sales responsibilities to fully focus on accelerating the growth of Golden Bear’s brands worldwide. Becky’s passion, drive and expertise will ensure that the Brand and Marketing teams will be pushed to new heights, with robust global plans to boost sales and brand visibility, working closely with retail partners and external agencies.
After five years of successfully driving international growth, Claire Vernon has been promoted to head of Global Sales. In her new role, Claire will unify and lead the global sales function, steering the team through the company’s next phase of UK and international expansion with her proven expertise. Additional updates within the Sales team include Hannah Green taking on the role of Global.com Account manager, where she will focus on maximising online opportunities across all territories, and Saskia Hamilton progressing to a junior Global Account manager role, where she continues to manage a growing number of international distributors.
To support the company’s continued global ambitions, Rob Sherlock has joined Golden Bear as Global Account manager. Rob brings a wealth of industry knowledge and experience from his previous roles at Asmodee and PlayMonster and is set to play a key role in driving the business forward globally. Oliver Hales has been appointed Business Development manager to support growth opportunities for the company. These changes are underpinned by the continuing support of Golden Bear’s expert logistics and Customer Support and Services team, led by Nicky McBride.
After 19 years at Golden Bear, Michelle Fox has announced her retirement as senior National Account manager. Barry Hughes, managing director, said: “I’m really excited about our new structure and the next stage of our development at Golden Bear. We’ve got a super talented team, and this re-organisation should really help them thrive as it positions us for growth. We’re on the launch pad to an exciting couple of years ahead.”
Cobi welcomes new Sales agents for Scotland and Ireland
Cobi has announced the appointment of new Sales agents within its ranks. Rob McQuillan (Scotland), Walter Cummins (Southern Ireland) and Graham Blair (Northern Ireland) have all recently taken on the brand.
Lee Crocker, Country manager, said: “I am really pleased to have Rob, Walter and Graham strengthen the UK team. Ireland is a territory that we have performed well in over the past two years, especially within Toymaster and other independents, so Walter and Graham’s wealth of Hobby experience will help us grow even further. Scotland on the other hand is not an area that we have traditionally done well in, so I will be working very closely with Rob to bring this territory up to match our performance in other areas. He has a fabulous work ethos and great connections, so this will ensure the territory delivers.”
Walter Cummins
Graham Blair
Marketing World
Generation Media acquires creative agency Portal Studio
Generation Media, the world’s leading independent media specialist with strongholds in Toys & Games, Video Gaming, Entertainment and Parenting, has announced the acquisition of creative agency Portal Studio. The acquisition will see both Generation Media and Portal Studio continue to operate under their existing names, ensuring continuity for clients while unlocking new opportunities through deeper collaboration. The integration strengthens Generation Media’s in-house creative capabilities, complementing the services already offered through Generation Entertainment, its dedicated creative services and content division.
“Bringing Portal Studio into the Generation Media group marks a pivotal step in delivering truly 360-degree services for our clients,” said Dean Weller, CEO of Generation Media. “We’ve long recognised the demand for integrated creative and media solutions. Portal’s exceptional team will be a natural extension of our work and will significantly elevate our offering.”
Lisa Morgan, managing director, added: “This is a natural progression with our shared client base. We’re thrilled to welcome the Portal team to the Generation family.”
Creative director and founder of Portal Studio, Josh Heaton, commented: “Becoming part of Generation Media is an incredible opportunity for Portal, our clients and our talented team. Having proudly worked alongside Generation Media for many years, this is a seamless next step in our growth. Together, we can deliver unrivalled media executions for a wide range of leading industries.”
Portal Studio is renowned for delivering standout creative campaigns across digital, social, video and branded content – a perfect synergy with Generation Media’s audience-first media planning approach. The acquisition reinforces Generation Media’s commitment to innovation, client service and growth, bringing strategic media planning and compelling creative execution under one roof.
To get in touch with the Generation Media team, call 020 7307 7900 or visit www.generationmedia.co.uk
Baby born returns with third season of animated series
One of the UK’s leading imaginative doll brands, Baby born, has announced the launch of its third animated series. For over 30 years, Baby born has been a beloved companion for generations and supports pre-school children as they learn the foundations of friendship, fun and imaginative play through its premium-quality products.
Following the brand’s animated series launch in 2023, there are now over 1.3m subscribers around the world. Fans can dive into Baby born’s vibrant universe, brought to life through unforgettable songs, thrilling adventures and heartwarming moments that make every episode an experience. Earlier this year, the animated series saw the arrival of Baby Annabell, joining Baby born Emma and friends. Every week, their friendship blossoms through playful adventures and charming moments.
This autumn, the fun ramps up as Baby born Emma, Baby Annabell, Teddy and My Dog Lucky return for a brand-new season, with a fresh episode dropping every other week. Children can get ready to meet the newest furry friend, My Cat Cookie, and join the gang for even more giggles, games and growing friendships.
With 320m views worldwide, the animated series has been enjoyed by families everywhere. From bite-sized videos capturing relatable toddler moments like brushing teeth, to storytime episodes and everyday play at home, there’s something for every little fan to enjoy. Even the occasional mistake or disagreement is turned into a fun, musical moment that mirrors real family life in the most heartwarming way. Every episode stars beloved characters that kids can find in stores and online, to bring home so the adventures don’t end when the screen goes off.
Basic Fun! unveils Care Bears window takeover at Hamleys
Basic Fun! is bringing the magic of Care Bears to life with a six-week dual-window takeover at Hamleys’ flagship Regent Street store and Hamleys at Westfield London.
As two of the UK’s busiest shopping destinations, Regent Street and Westfield London offer an incredible stage for the brand. With an estimated 50,000 people passing Regent Street each day and around 60,000 visiting Westfield daily, the takeover presents a remarkable opportunity to captivate vast numbers of shoppers. The vibrant, high-impact window displays burst with colour, bringing to life the full world of Care Bears, from an extensive product range to the brand’s timeless values of kindness, sharing and care.
At Hamleys Regent Street store on 15th August, Cheer Bear made a special in-store appearance, as fans posed for photos with the much-loved character and received colourful Care Bears balloons.
Holly Lackey, director of Marketing & Licensing UK & Europe at Basic Fun!, said: “We’re so excited to bring the Care Bears magic to Hamleys in such a bold and colourful way. This is just the start of a big Basic Fun! Care Bears window push that will continue with Midco Toys, Toys N Tuck and more.
The Care Bears are all about sharing and caring, and these window displays are the perfect way to share that joy with the public.”
The Hamleys window takeovers mark the launch of a major Basic Fun! Care Bears UK retail campaign which will see the brand rolling out high-profile displays at both Midco Toys store locations and at Toys N Tuck, ensuring that the brand’s message of friendship and positivity continues to shine across the country.
For more information on the range, contact UK sales by emailing bfuk@basicfun.com or calling 0118 925 3270.
Marketing World
Micro Scooters reveals series of new campaigns
This autumn, Micro Scooters is aligning even more closely with the school run, supporting Living Streets, the UK charity working to make travel to school safer, healthier and more active.
In September, over 100,000 parents will receive packs featuring Micro branding, encouraging them to ditch the car and choose scooting as their daily mode of transport. This follows Micro’s involvement in Living Streets’ Walk to School Week, which saw over 250,000 children walking, cycling or scooting to school across the UK. Micro is working to expand its involvement, especially in the School Streets programme, which closes roads around schools at drop-off and pick-up times to reduce traffic, improve safety and boost active travel.
For Micro, it’s a natural fit. It’s a meaningful way to connect with parents at a time of year when new routines are being set and doubles down on the company’s mission to make movement a bigger part of everyday life.
In September, Micro will also roll out its Micro Mornings campaign, a behavioural push aimed at encouraging more families to scoot the school run. The campaign will include content partnerships, parent tips, gifting hooks and influencer-led storytelling, all centred on making mornings smoother, healthier and more joyful. It’s backed by product launches in the two-wheel category, which includes sleek new colourways and light-up features designed for school-age kids.
Micro is piloting a new TikTok affiliate programme as well, focused on its popular range of helmets, bags and accessories. The strategy aims to drive impulse purchases and brand awareness among younger parents, using low-cost, high-engagement products that perform well on TikTok. With TikTok fast becoming the go-to platform for parents to discover new products, this campaign highlights Micro as the brand of choice for parents.
Narrative Entertainment launches new kids-focused ad sales house: Frame
Narrative Entertainment has confirmed the launch of Frame, a fully independent, kids-focused ad sales house bringing together broadcast experience and digital expertise.
Frame has been incubated in broadcaster Narrative Entertainment, and launches with the Pop channel networks, engaging family and co-viewing audiences. Frame will also partner with Narrative’s Great! network, reaching the overlooked but high-value 55+ demographic. These brand-safe environments provide advertisers with a premium platform for high-impact, data-informed campaigns. Additional channel partnerships are already in development.
“We created Frame to be a linear and digital sales house that gives brands an alternative to the media giants,” said Elizabeth Anyaegbuna, managing director of Frame. “We truly understand family and co-viewing audiences and how to deliver effective media placement. We’re not just chasing volume for our clients, we’re creating relevant, high-quality advertising experiences that reflect a deep understanding of audiences and content.
“My meetings with brands, channels and IP owners, have all shown that there’s a desire to see a new, agile player in this space, ready to deliver the quality of broadcast with the precision, measurement and reporting of digital.”
Elizabeth is leading Frame, having previously launched 16x9 Media in 2019 and holding senior media roles at Viacom, A+E Networks, Sky and Turner. Frame’s Connected TV and programmatic capabilities enable advertisers to reach audiences with precision while maintaining the brand safety that broadcast delivers and clients demand, particularly when targeting co-viewing and family audiences. Frame offers advertisers a new route to effective, trustworthy and measurable campaigns.
The Pop network is the UK’s only dedicated FTA commercial kids’ broadcaster, and the No.1 kids’ network for co-viewing, with 48% share. Great! comprises Movies, Action, Mystery, Romance and Christmas channels for the 55+ audience.
Topps kicks off 2025/26
Premier League Collection with star-studded
launch
The new Topps 2025/26 Premier League Official Trading Cards hit UK shelves on 7th August, marked by an exclusive launch event at the Fanatics Collectibles store on London’s Regent Street. Toy World was delighted to be invited along to check out the new collection.
Premier League icons Steven Gerrard, Rio Ferdinand and Alan Shearer attended the occasion, unveiling what Topps has dubbed the most exciting football card collection in its history. They were joined by Jermaine Defoe, Joleon Lescott, Their Walcott and current Chelsea star and avid collector, Tosin Adarabioyo, who met fans and ripped packs of the highly-anticipated cards.
Since Topps announced its return as the Premier League’s official collectibles partner, hype has been building among football fans and collectors. This debut collection features the biggest names from all 20 clubs, captured in their brand-new 2025/26 kits, alongside all-time greats in a mix of base cards, rookies, autographs, parallels and ultra-rare inserts.
Separate from the popular Match Attax range, the new Premier League collection brings the best of hobby culture to the mass market, offering more genuine player autographs than ever, alongside 15 parallel colour variations ranging from unnumbered editions to true one-of-ones.
Marketing support includes TV, paid social, programmatic media, digital out-of-home and striking in-store displays nationwide.
To get in touch with the Topps team, visit www.topps.com
Opinion
From screen to shelf
For companies looking to stay relevant and competitive in an ever-evolving market, Cal looks at how mobile gaming is transforming toy marketing.
In today’s digital-first world, mobile gaming isn’t just a pastime - it’s shaping how kids play and how parents’ shop. This year, Ofcom (2025) reports that over half of UK children aged 4–9 have played games on mobile devices, from smartphones to tablets - often with parents joining in or keeping a watchful eye.
For toy brands, this is more than a trend - it’s a game-changer. Mobile and tablet gaming are now essential touchpoints for building brand awareness, driving engagement and influencing purchase decisions. Leading brands are embedding themselves in the gaming ecosystem, meeting families right where they play.
As we head into the all-important final quarter, here’s why gaming needs to be a winning move in the media mix.
The new playground
Today, children are more likely to discover their next must-have toy while navigating new game worlds, unlocking in-game items, or watching influencers on platforms connected to mobile gaming. Games like Roblox, Minecraft and My Talking Tom seamlessly blend gameplay with brand exposure, enabling kids to engage with characters and storylines that are often linked directly to physical toys. For toy manufacturers, this shift opens up an exciting new territory. Mobile games are interactive, story-driven and immersive environments that can introduce toys in a way that feels organic rather than overtly commercial. In-app experiences can mirror real-life toy features unlike never before, creating a two-way relationship: the game drives toy interest, and the toy extends the game into the physical world.
Parent-approved advertising
Parents are increasingly seen now as co-gamers or gatekeepers when it comes to mobile apps and games, especially those aimed at younger children. As such, trust and transparency have become critical for mobile toy marketing. Mobile games allow parents to observe, participate and even influence the content their children engage with.
Smart toy brands are taking advantage of this. Some mobile games now include educational or co-play features that appeal to parents’ desire for screen time to have meaningful value. This alignment of entertainment and parental approval is key to driving purchases: when a toy is introduced in a game that fosters creativity, problem-solving, or social skills, parents are more likely to see it as a worthwhile investment. It also allows toy brands to authentically highlight a toy’s most exciting features within a highly engaging mobile environment, creating a sense of FOMO that drives desire for the real-life product.
Bridging the physical and digital worlds
One of the most effective strategies in recent years has been the integration of physical toys with mobile game content. This “phygital” approach combines the physical product with the digital experience and has been adopted by major players like Lego and Mattel. By scanning QR codes, using NFC tags, or unlocking digital characters with toy purchases, kids get an enhanced, ongoing experience that makes the toy more than just a standalone item. This creates powerful feedback loops, raises brand awareness and builds excitement. A child may encounter a character or toy line in a mobile game, develop an emotional connection through gameplay and then request the physical version. Once the toy is in hand, new mobile content is unlocked, deepening engagement. This cycle keeps the toy top-of-mind for both kids and parents while reinforcing brand loyalty.
Brands are working directly with developers and influencers to create branded mini-games, challenges, or even full in-game events tied to toy launches. For example, launching a new doll or action figure line inside a custom-built Roblox world, allows kids to explore and interact with the product before it's even available on shelves, resulting in anticipation, excitement and direct demand from the child to the parent.
Data-driven marketing that respects privacy
Mobile gaming also allows for smarter marketing through anonymised user data, giving toy brands insights into what themes, play patterns and styles resonate most with young audiences. This helps refine product design, tailor marketing messages and even influence future game development. It is crucial for brands to prioritise compliance with regulations like COPPA (Children’s Online Privacy Protection Act) and GDPR-K (General Data Protection Regulation for Kids). Parents value brands that respect privacy and prioritise safe, age-appropriate play. Getting this balance right, strengthens trust, long-term loyalty and brand perception.
A tool for toy discovery
Finally, mobile gaming serves as a discovery platform, not just for new toys, but for entire toy ecosystems. Whether it’s uncovering a line of mystery plushies through a puzzle game or seeing the new character of their favourite TV series featured as a physical toy for the first time, these digital experiences extend the shelf space beyond retail displays.
For smaller or emerging toy brands, mobile games also provide a lower-cost, high-impact way to compete with bigger players. Partnering with indie developers or using ad networks focused on childfriendly content can help even niche toys find their way into kids’ hands.
Mobile gaming isn’t just a digital distraction, it’s a highly influential space where toy preferences are formed, parent-child conversations are sparked and brand narratives are brought to life. For toy companies looking to stay relevant and competitive in an ever-evolving market, investing in mobile game integration isn’t just smart, it’s essential.
By leveraging the immersive, interactive nature of mobile games, toy marketers can meet families where they already are, on their devices and turn virtual play into real-world delight.
Cal Pettit - Associate director, Generation Media
Licensing World
Blues Group highlights successful ranges and upcoming launches
Blues Group aims to always bring fresh, exciting costume ranges to market, and 2025 is already shaping up to be a very strong year.
Following a successful launch, Blue’s Bullseye collection has been a big hit with customers. Standout pieces include the piggyback-style costume, the dartboard tabard and the iconic Bully shirt. With phase two arriving this autumn, Blues is building on this momentum with even more options for fans to enjoy.
The Peppa Pig range is also expanding, starting with a popular Pink Peppa Fairy and Witch costume. Later this year, there will also be the roll out of a full family collection, introducing Baby Evie and ensuring there’s something for every age group.
Looking ahead to October, Blues will reveal its Traitors Cape. With the show’s popularity continuing to surge and the upcoming celebrity series set to be one of the most talked-about events of the year, the cape is perfectly timed to capture the imagination of fans who want to step into the drama themselves. The Blues team is confident this will be one of the standout costumes of the season.
For spring/summer 2026, Blue’s focus will be on key characters across an incredible line-up of much-loved licences. Consumers can expect new costumes from Magic Light’s Julia Donaldson characters, Elmer, The Very Hungry Caterpillar, Mr Men/Little Miss, Care Bears, Sesame Street, That’s Not My…, Peter Rabbit and Wallace & Gromit.
To get in touch with the team at Blues Group, visit www.bluesgroup.co.uk
MGA unveils L.O.L. Surprise! Loves Minions Tots
MGA Entertainment (MGA) has announced the launch of an all-new line of L.O.L. Surprise! Loves Minions Tots.
Emphasising the brand’s commitment to expanding its collection of licensed partnerships embedded in pop culture, this collection – made in collaboration with Illumination and Universal Products & Experiences – invites fans to unbox six new L.O.L. Surprise! Loves Minions Tots.
Retailing at £10.99, each tot sports fashions and accessories inspired by iconic looks from the popular Illumination’s Minions films, designed to match a fan-favourite Minion aesthetic. Fashion Minionista wears the classic Minion outfit of goggles and overalls, Aloha Q.T. has a grass skirt and lei, Savvy B.B. has big purple hair and black overalls, Royal Q.T. wears a crown and red mantle, Sporty Grrrl is in a headband and tracksuit and Agnes B.B., an ultra-rare chase character, wears a unicorn headband.
All the dolls come in unique new ball packaging crafted to mirror the Minions’ distinctive appearance, complete with their signature goggles.
Pamela Justice, head of Marketing UK and Ireland, said: “The team has been really excited about this new collaboration. Minions characters are much-loved and iconic across the world, and we know our L.O.L. Surprise! fans will be delighted with this collection. This partnership with Illumination and Universal Products & Experiences will not only surprise our young fans; we know new audiences, including young adults and collectors, will go wild for this. This collection is packed with personality, surprises and the kind of over-the-top creativity that fans of both franchises are going to love.”
Rafa Macias, Global CPG Commercial Officer, Universal Products & Experiences, commented: “Illumination’s Minions are beloved for their sweet and subversive nature, making them a perfect match for the playful world of L.O.L. Surprise! This new collection captures the heart and humour of the Minions in a must-have collectible, and we can’t wait for fans to experience the fun of discovering and collecting them all. This collaboration is pure fun – L.O.L. Surprise! and Minions were made for each other.”
To stay up to date with the latest news and content, visit the official L.O.L. Surprise! website and the brand’s social media platforms: Instagram, Twitter, TikTok, Facebook and YouTube.
The MGA Sales team can be reached on 0845 0533 333.
MrBeast Lab and Moose Toys debut animated shorts trailer
Moose Toys and MrBeast have debuted the trailer for MrBeast Lab: The Descent, the upcoming animated shorts created in partnership with MrBeast, aka Jimmy Donaldson, the most-subscribed YouTuber in the world. The trailer premiered to a crowd of fans at July’s San Diego Comic-Con during the dedicated San Diego Comic-Con panel: MrBeast Lab Unlocked: Secrets of the Lab Revealed, which featured a video drop in from Jimmy, MrBeast himself.
The panel discussed the design and creation of the MrBeast Lab toy line for the autumn 2025 season and beyond, and featured a behind-the-scenes peek at the development of the animated shorts, which are slated to premiere in October. The shorts will focus on a group of characters inspired by MrBeast Lab in their battle against the Shroud, a shadowy sinister force from another dimension.
Panellists included Henry Gilroy, MrBeast Lab: The Descent showrunner; George Gaspar; Brandon Sopinsky, senior design director, Moose Toys; Karl Jacobs and Nolan Hansen from the MrBeast crew, along with moderator Angélique Roché.
Licensing World
Barbie joins the Playmobil world
Mattel and Playmobil have announced the next chapter in their global licensing partnership: Barbie is joining the Playmobil universe.
The announcement marks the next milestone in the collaboration between the two companies, following the reveal of a Monster High product line earlier this year, which launches October 2025. With Barbie, the partnership expands, uniting two of the most iconic brands in the toy industry.
For over six decades, Barbie has embodied the power of storytelling through imaginative doll play. Set for global release in summer 2026, the Barbie x Playmobil line reinterprets the Barbie brand’s beloved system of play through Playmobil’s signature modular style and detailed playsets. The setting takes inspiration from the popular Barbie Dreamhouse Adventures series and centres around the easy-going beach lifestyle of Malibu. The collection encourages kids to create their own adventures by building, combining and playing out everyday moments.
“Barbie is a cultural icon that continues to evolve and inspire,” said Playmobil CEO, Bahri Kurter. “Bringing the Barbie brand into the Playmobil world builds on values we both share and marks the next step in our partnership with Mattel. Together, we’re creating new opportunities for storytelling and charter-based play that lets children bring their ideas and imagination to life.”
“Our partnership with Playmobil offers an exciting opportunity to expand the potential of our brands to different audiences. The distinctive design makes Playmobil an ideal partner in delivering meaningful brand experiences that complement our core lines,” added Ruth Henriquez, head of Licensing, Publishing and LBE, Mattel EMEA.
The first visual released from the collection shows a Barbie on roller skates, walking a dog. It offers a glimpse into the spirit of the collection, focused on everyday fun moments, lightness and the freedom to create your own story.
Further details and products will be revealed closer to launch.
To get in touch with the Playmobil team, call 01268 548 111 or visit www.playmobil.co.uk. For the Mattel team, call 01628 500 000 or visit www.mattel.com.
Flair GP welcomes Hello Kitty plush collection
Flair GP has unveiled a brand-new range of plush toys, further enhancing its ever-growing portfolio within the UK. At the heart of this launch is Hello Kitty, a timeless icon from Sanrio. This new plush collection comes to the UK through PlaybyPlay, the plush toy division of the Famosa/Giochi Preziosi Group.
As PlaybyPlay continues to extend its international footprint, the introduction of this Hello Kitty plush line represents a key step forward in offering UK consumers high-quality, trend-driven products that resonate across generations. The collection is carefully designed to bring both nostalgia and innovation, marrying beloved characters with thoughtful craftsmanship.
Crafted from ultra-soft polyester fibres, each plush toy in the range offers a comforting tactile experience, making them ideal for bedtime snuggles, travel companions, or even as cozy décor for desks and shelves. Reinforced stitching and premium fill materials ensure long-lasting quality, allowing for safe and enduring play across all age groups.
Among the standout releases is a unique twist on the traditional plush format: the Macedonia Scented Hello Kitty range. These 12cm plush companions combine visual charm with a soft fragrance inspired by the scents of Macedonia. Whether perched on a bookshelf, clipped to a backpack or resting on a car dashboard, these compact scented plush are a treat for both the eyes and the senses.
The new plush collection also features familiar faces such as My Melody, Kuromi and Keroppi, each brought to life with signature details and luxurious plush fabrics. Fans of Kuromi will enjoy Flair GP’s range of edgy plush toys that highlight her gothic-lolita style. Available in 16cm, 22cm and 30cm sizes, these plush versions of the mischievous Kuromi are perfect for display, cuddling or collecting.
The collection also embraces nature-inspired themes with the Hello Kitty Plants series. These 20cm plant-themed plush fuse cuteness with natural charm, offering an ideal gift for fans who love the botanical aesthetic. In addition, the Hello Kitty Fruit collection adds a splash of colour and character. Featuring plush designs themed around watermelon, strawberry, lemon and orange, these fruity Hello Kitty plush are available in three sizes – 16cm, 22cm and 32cm.
For more information, contact Flair GP on 0208 643 0320 or email enquiries@flairgp.uk
Posh Paws debuts new additions to Swizzels Love Hearts collection
Posh Paws has announced new additions to its best-selling, trend-led Swizzels Love Hearts gifting collection. All the new plush have been created to spread positivity and joy, while celebrating everyday moments as well as special and seasonal occasions with their loveable personalities and adorable designs. Ideal for anyone who takes their travel cup with them everywhere they go, the new lilac You’re ExStraw Special Travel Cup is joined by the new Thanks A Melon Watermelon plush, which can be gifted to recipients to express appreciation and gratitude.
Tapping into the capybaras trend across social media, Posh Paws has released two cute plush with the messages Love You Fur-Ever and Cappy Birthday To You. The latter wears an adorable little polka dot party hat. Grandparents, meanwhile, can be shown just how great they are with the Best Grandpearents Ever Peter and Pam Pears plush pair. These plush will make a perfect gift for Grandparents Day on 5th October.
Posh Paws says what makes its Swizzels Love Hearts range so collectible, as well as appealing to all ages, is the variety of cute characters and their appeal for everyday gifting. Whether it’s the Blooming Amazing Flowerpot for positivity, the Love You Alotol Axolotl to show appreciation and love, the Zest Friends Lemon & Lime for friendship or the You Make Me Soy Happy Sushi & Soy Sauce, there’s a Swizzels Love Hearts plush for everyone and every moment.
Swizzels Love Hearts plush are produced using the highest quality fabrics and the softest stuffing, and have been finished with exquisite detailing to emphasise their fun and loveable personalities. All are an irresistible pick up purchase for kids and adults alike.
Posh Paws works closely with retail partners to ensure each benefits from plush collections that will have fans coming back for the latest releases time and again as they build out their collections.
To see Posh Paws’ full range of Swizzels Love Hearts plush and gifts, email sales@poshpawsinternational.co.uk or call 01268 567 317.
Licensing World
The World of Eric Carle joins the Smiffys family
Smiffys has announced that The World of Eric Carle has joined its licensing portfolio in a deal with Penguin Ventures, which manages the licensing and consumer products rights in the UK and Ireland. This partnership brings Smiffys industry expertise and The World of Eric Carle’s iconic characters, which includes everyone’s favourite caterpillar, together to launch a collection of costumes, accessories and partyware coming in spring 2026.
The Very Hungry Caterpillar has been a staple in households for generations, with a copy of the award-winning classic children’s book selling somewhere in the world every 15 seconds.
“We’re excited to have this heritage brand in Smiffys children’s licensed collection. The Very Hungry Caterpillar’s bold, colourful illustrations translate perfectly into costume,” said Dominique Peckett, director, Smiffys.
Zoe Smith, senior Licensing manager at Penguin Ventures, added: “The Very Hungry Caterpillar is one of the best loved and iconic children’s books of all time. Role play and celebration are cornerstones of the brand story, and we are delighted to be working with Smiffys on these exciting new ranges that bring Eric Carle’s much-loved story books to life.”
Smiffys is developing a range of character costumes and accessories, ideal for at home play and World Book Day, along with coordinating partyware ranges. The Very Hungry Caterpillar collection is ideal for birthday and baby shower celebrations. The collection will be available in the UK and Ireland later this year.
Solent Group unveils festive licensing portfolio for 2025/26
Solent Group, a leading innovator in sustainable and ecofriendly products, has confirmed its Christmas licences for the 2025/26 season, with a line-up designed to bring festive spirit to shelves while driving retail impact.
The company holds the licences for pocket tissues and box tissues featuring some of the most recognisable Christmas icons, including The Snowman, Elf on the Shelf and Elf the movie. These festive favourites are also available in Solent’s reusable bags collection, offering consumers even more ways to enjoy the magic of the season. With bold, eye-catching designs, the ranges add fun to everyday essentials, making them seasonal hits for all the family and proven successes with retailers.
Solent continues to expand the reusable bags category featuring a line-up of iconic licences. From the mischievous Grinch to the timeless Coca-Cola Holidays Are Coming campaign and the much-loved Father Christmas by Raymond Briggs, the collection combines heritage brands with sustainable shopping solutions. With formats spanning from PP woven to stylish insulated picnic bags, these ranges are set to be firm favourites with retailers and shoppers looking for both practicality and festive flair.
New for Christmas 2026, Solent is set to sprinkle even more magic into the season with a wider range of Elf on the Shelf toiletries. This playful, festive collection is guaranteed to delight families and bring even more seasonal fun to shelves.
For more information on licensing opportunities, contact mel.beer@solentgroup.co.uk or call 01202 490 500.
Carrera RC launches Mario Kart Mini Racers
Available now, Carrera RC has launched a new range of budget-friendly 1:50 scale Mini RC models based on fan-favourite Mario Kart characters.
The flagship Tabletop Racing Set includes race kart versions of Mario and Luigi, plus a modular race track comprising multiple coloured barrier sections. These easily interlock with 30-degrees of movement each side to allow flexibility and a myriad of different track set-ups, plus Mario-themed trackside decoration to complete the package. Each kart includes its own gamepad style controller with three selectable speed settings. Karts feature a built-in Ni-MH battery that offers up to 15 minutes of play per charge, recharged by included USB charge leads. Even the AAA batteries for the controllers are included, so everything’s in the box.
In addition, the full assortment of karts is available separately (Mario (two versions), Luigi, Yoshi, Toad and Princess Peach), so users can expand their tabletop set for added fun or just race them separately. Each includes its own gamepad style controller (with batteries), built-in Ni-MH battery and USB charge lead.
To get in touch with the Carrera RC team, call 01296 660 291, visit www.carrera-toys.com or email office.uk@carrera-revell.com
It’s the little things
Sales of toys at the lower end of the price scale make up a substantial proportion of the toy market year-round – and that trend continues into the peak Q4 selling period. Here, Rory examines which lines are fuelling the success of the sub £15 price point.
Looking at the UK market in 2025 and seeing the +8% trend, the picture looks quite rosy on the surface. All price points are in growth too, not something I can remember seeing before. The £0-15 (pocket money) price point makes up around 45% of all value in the market this year; indeed, this figure has been fairly consistent over the last few years, with value share between 40-45% consistently coming from this area. So with almost half of the value of all toys coming from this price bracket, let’s look at what is working in the pocket money area for 2025.
£0-3 bracket, Miscellaneous Toys and Mini Vehicles are the growth drivers and at £3-6, Strategic Trading Card Games is the clear driver with +104% growth so far this year. At £6-10, there are several areas growing: Standard Building Sets, Craft Kits and Action Figure Collectibles are the top performers. In the £10-15 price point, Strategic Trading Cards is the top growth driver, along with Traditional Plush and Playset Dolls.
There’s a good mix of existing properties growing
Fuggler Plush Keyring 5" Asst from Zuru was the No. 1 item in value in the Explorative & Other Toys supercategory for the month of July, at an average price of £4.
Price point value gain/loss across total toys
The £0-15 price point has grown by +3%, so it is behind the total market growth of +8% and is actually the slowest growth of any price point area. However, this should be taken in the context of The European Football championships taking place last summer, with sticker sales having a big impact at that time. The Non-Strategic Trading Cards/Collectible Stickers subclass is the largest declining category in this price range, representing a £4.5m drop versus this stage last year. The largest subclass is Traditional Plush, which makes up just under 10% of all sales at £0-15, though it has seen a small decline of -1%. The top performing subclasses are Strategic Trading Cards, Action Figure Collectibles and Standard Building Sets, which is actually quite similar to the total toy market as a whole. These three subclasses account for around half of all growth in the price range, although a total of 57 subclasses are showing a positive trend so far this year. Looking at the
alongside some new additions adding value to the category this year. Just under 50% of all Pokémon sales are under £15 and it is the top property here, as well as being No. 1 in the total market. We can also see current trends coming through in the pocket money segment, with the influence of movies helping Minecraft, Lilo & Stitch and Sonic the Hedgehog to become some of the top performers in this area. There are new properties too, with Sticki Rolls, Yummiland and Fuggler all appearing within the top properties at the £10-15 price point so far this year. The
Another area of growth was the Craft Kits subclass for the £0-15 price range, and we’ve seen Sticki Rolls from Character have a great first year so far in this space. There are three Sticki Rolls items in the top 10 for Craft Kits so far this year, all with an average price under £10 and the top item in value at an average price of £4.77. The Craft Kits space has seen a new entrant from Moose Toys with Gui-Gui, a beauty related slime toy with surprises inside. The Gui Gui Beautify Your Slime Single Pack Asst is the No. 1 item in Craft Kits for the month of July and is the No. 1 item in the Arts & Crafts supercategory too, at an average price of £9.99. The £0-15 price point remains a vital segment of the toy market, making up nearly half of all value so far this year. With the innovation already highlighted, it seems that this area is in good shape going into the final quarter if the year. Something that often gets overlooked is that the £0-15 price range represents just under 40% of all sales in December and has grown in value for the last two years. Having a good range of items in this bracket can help retailers to enjoy a strong December, when stocking fillers and secondary gifts come into play. Combining the continued growth of established brands with the new ones coming into play should result in further growth within the pocket money space in Q4, hopefully exceeding the current +3%.
Licence Progression:
Following the release of the live action How To Train Your Dragon movie early in June, the property has jumped up the rankings. HTTYD Viking and Dragon Figure Assortment is the No. 1 item in Action Figures and accessories for the month while, overall, Action Figures accounts for two thirds of the property’s sales. Plush is the second largest category, accounting for 30% of HTTYD sales.
Top Growing Subclasses in Toys
Strategic Trading Card Games has been the standout subclass in 2025 so far and has gained over £43m in value over the first seven months of the year. Pokémon is the No. 1 property here and is the No. 1 property in the total toy market as well, with large value gains this year. The property is on course to have a record year in 2025, but there are also strong performances from other trading card properties such as Magic the Gathering and One Piece.
Standard Building Sets has added around £36m in 2025 and this is predominantly due to successful launches from The Lego group this year, including Lego Botanicals, Formula 1 and Harry Potter. Formula 1 has been particularly strong this year across a range of price points, starting with the Minifigures Formula 1 Collectible Race Cars at an average price of £3.49 and going up to the Technic Scuderia Ferrari HP SF 24 F1 Car at an average price of £167.31.
Action Figures subclasses take the next 2 spots, with the Action Figures Collectibles subclass adding around £8m in value and the Action Figures subclass adding just under £7.5m. Movies have had a strong impact in 2025, with some of the top performing licences related to movies released in the last few months, including Minecraft, Sonic the Hedgehog and Jurassic Park/World. The licence which is No. 1 in terms of value size is WWE, which is also the second-best performer; although this property isn’t tied to a movie, it has recently switched its broadcast platform to Netflix.
Top 10 fastest growing subclasses - total toys
Talking Shop Summer days drifting away…
Jonny Rogers Rogers Toymaster, Kilkeel
As summer draws to a close and preparations begin in earnest for the busy Q4 season, indies update us on how it’s all going and which standout lines have been bringing in the customers.
WWe have three medium-sized stores, two of which are 15,000 square feet each. Two of our shops are in market towns, while our smallest store is situated in a seaside resort known for its fishing. Both larger stores enjoy good footfall throughout the year, while the other is more seasonal. But we enjoy steady business overall, with a wide range of SKUs across popular brands.
This year has been very positive so far; we’ve had decent weather, which has contributed to increased footfall. Despite experiencing a challenging trading period, business during the summer has been solid for us, and we’re keeping up with last year’s sales figures. We’ve experienced strong sales across our portfolio, which includes a mix of sporting toys from suppliers such as Reydon Sports– its scooters are a standout product and sell brilliantly. Lego, Barbie and our range of tactile/sensory pocket money toys have also been in demand this year. We offer a wide range of Lego SKUs, and although all Lego ranges are performing well, the Lego Formula 1 and Cars sets currently take centre stage as the most popular.
A standout range that continues to see an incredible performance is Pokémon TCG; we can never get enough of it, and it tends to sell out shortly after arriving in store. We’ve also noticed huge popularity around darts; Luke Littler has inspired many youngsters to get into darts, so the sport is having a resurgence. The Target Darts’ Luke ‘The Nuke’ Littler range is highly requested, with customers going crazy for the dart boards.
As Christmas approaches, we are planning to make a few changes to get ready for the festive season. However, we typically keep our shop's layout consistent throughout the year, with all product ranges on display at all times. This approach works well, as different sections perform at different times of the year. This Christmas, we’re going to let customers lead the demand, and we’ll follow.
We placed some orders at this year's Toymaster May show, and we've been receiving those deliveries throughout the summer. We have been introducing these new lines ahead of the Christmas season so we can evaluate their performance; based on what sells well, we’ll decide which items to reorder. Something that really caught my eye during the May show is Just Play’s Stitch range, which we’ve now got on shelf; we thought that Just Play’s new launches were impressive, and its current offering is very strong. One of the new companies that we met at the Toymaster May show is RMS, and we have begun working with them.
As we start introducing our Christmas offering from this month, we will utilise our social media channels to promote what’s available in store, to maximise sales during the Christmas season. We have built up a strong social media following and regularly upload videos that showcase products in detail and demonstrate their functionalities to engage with our community and attract customers. Pricing is important to maximise sales, and we will make sure we maintain competitive prices on all our items as far as we are able, although this can be challenging, competing against major online eCommerce platforms such as Amazon. We typically update our window displays based on popular products; if a specific product range is trending, we can adjust our displays to highlight those items.
In licensed products, Lilo & Stitch and How to Train Your Dragon have been some of the best movie releases this year, and toys related to both licences are selling well. We are wary of licences, as some have only enjoyed short-lived success, but these licences remain strong, and I hope they will continue into the Christmas season. I’m also looking forward to Gabby’s Dollhouse: The Movie in October, which should give the toy ranges an extra boost.
Talking Shop
Jess Walsh Toymaster Ballina, Co. Mayo, Ireland
WWe are based in Ballina, County Mayo on the west coast, and our store is about 5,000 sq ft. It’s a big shop, and we sell a huge range of toys, as well as nursery and school uniforms. We are slightly outside the town centre but located in a good residential catchment area. It’s a rural area, so customers will most likely have to drive to us, but we have a very large car park on site.
The warm weather has definitely helped our in-store traffic. We’ve been very pleased with footfall in general this summer, which has been a lot better than last year. The weather then was terrible and had a huge impact on our business.
Our store has seen a big increase in sales for pocket money toys recently. There’s such a diverse range of product to choose from in the pocket money category, and ranges like slime and squeezy or squishy items of all shapes and sizes have been very popular. We predominately work with Kandy Toys and One For Fun for these kind of lines, mixing it up between the two of them. With Kandy, we do all of our ordering through the company’s website which keeps everything nice and straightforward and works really well for us. You can see all the new lines and get a look at what’s coming, viewing detailed images of the product before buying. With One For Fun, on the other hand, we have a rep, Alan, who is great at staying in touch. He comes to visit us regularly and we find his advice invaluable; he’ll point us in the right direction, sharing what’s new and what’s selling well. Outdoor toys has also been very successful this year. MV Sports’ bikes, scooters and ride-ons have seen fantastic sales this summer.
In this industry, you’re always looking ahead. We placed a good amount of orders for Christmas at the Toymaster May Show, and we will have finished off the majority of our Q4 orders by the end of August. But we will be looking again at the Toymaster Dublin show in September, where we’re hoping to see more offers and anything that might be trending at
the back end of the year. As we reach the first week of September, we start to get the store shipshape for the busy holiday period. As we have a very large shop floor, this is quite a task, but it does mean we have the space to display plenty of ride-ons, wheeled toys, tractors, trailers and bikes. It’s a case of putting up higher shelves and moving things around; taking stock of what we have and what we need. We work hard to ensure we have the right layout for what we want to showcase in the last quarter of the year –and this includes getting our stock room ready too. We run a savings club, and this will really start to ramp up now, as more people will be putting toys away for Christmas. So as well as storing stock for our shelves, we need space for that too.
We were talking about our Christmas predictions recently, but this year, we haven’t yet been truly wowed by anything that we’ve thought is ‘the’ toy for Christmas. With social media, the choice has become so broad. It’s no longer like it was 10-15 years ago when everybody had to have a specific toy. Although that’s better in a way, as there isn’t a big rush on one specific item nor the pressure to try and keep it in stock. I like that what kids want covers a broad sweep nowadays, and hopefully we can offer a wide enough section so that everyone can find their own special Christmas toy.
Dermot Salmon Salmon’s Department Store, Co. Galway, Ireland
Salmon’s Department Store is a family run, independent, second-generation business which originally opened in1962. We sell a wide range of products, including toys. The store is around 8,000 sq ft and we have a team of 12 staff members.
The summer months have been pretty steady for us this year. We’ve been selling lots of pools, water guns and anything for outdoors. However, the biggest success at the moment is Pokémon. We have started holding Pokémon play events on our second floor as we have plenty of space there, and that’s going down really well with customers. Although it’s a recent introduction, word of mouth has quickly spread and there are already kids coming and playing amongst themselves, and game masters coming along too. It’s a fun place for the Pokémon community to get together. We haven’t started
Jane Hastings Toys Toys Toys, Liverpool
WWe began as a family business and have been at our Crosby Road premises for about 11 years. We’re very lucky to be situated in a prime location on one of the busiest roads in northern Liverpool, which gives us a fantastic opportunity to collaborate with suppliers and create engaging displays that invite customers in. One of our upcoming collaborations is with Epoch; we’re redecorating our front windows in celebration of Sylvanian Families’ 40th anniversary.
We are currently focusing heavily on our TikTok shop, which is a new and exciting venture that has proven to be hugely successful. I started going live on TikTok a year ago
tournaments yet, but we’re getting there. We are planning on hosting events like this for other trading card games, and board games too, further down the line. I think it’s important to try different things and see what works; some catch on with customers and some don’t, but Pokémon is definitely working. The initiative has been great for bringing people in and increasing footfall; so many people want somewhere that they can meet others who are interested in the same things they are, sharing ideas and the fun of it all. We are based in a very rural area outside of Galway, so toy tractors, farming equipment and farm animals sell really well, especially brands like Bruder as they are so realistic. Lego, of course, is also really popular.
Our orders for Christmas started to come through towards the end of July, and the majority of our Christmas stock will be arriving by the end of this month, ready to get it out on the shelves and start selling online. As a department store that also stocks a wide range of gifts, Christmas ornaments, greeting cards and gift wrap, the store becomes very festive from autumn onwards, which helps to get everyone in the mood for Christmas shopping. We use Facebook, Instagram and social media to promote the store. For the last few years, the local radio station has broadcast live from the store for a couple of days in the run up to the holiday season. This is always a popular event; we hold one in September and another one in early December. The September event will focus specifically on toys and the launch of our Christmas catalogue.
I wish I had a crystal ball to predict what’s going to be popular at Christmas. But even without one, I can tell you that Lego will sell well, and I expect Speed Champions and Lego Technic to be particularly popular with our customer base. I’m also confident that the latest Bruder tractors will be a best seller, along with board games that are always in demand at this time of year. If Pokémon brings out a new Elite Trainer Box this September or October, our customers will be very happy.
to showcase some of our offerings. When the Real FX Stitch by Wow! Stuff was released in June, I featured it during a TikTok live session to demonstrate how it works, and it quickly went viral. I have achieved around 1,200 sales for the product in just over twelve months, a fantastic result for any retailer.
I’m committed to building my TikTok following by putting significant effort into posting and engaging with our online community daily, showing them new ranges that are constantly coming into the store. We currently have 27,000 followers, and our numbers keep growing. Establishing an online presence has been very beneficial. Although it initially felt daunting and required a lot of work, keeping at it consistently has allowed us
Talking Shop
to increase our sales - and maintain them. TikTok has even reached out to us directly to inform us that we are one of the top-performing shops on the platform.
We receive a lot of requests from toy brands to launch new ranges on our TikTok platform. I host these special events in our TikTok studio and get people registered, which enables them to see the product range live and make purchases instantly. I’ve also joined LinkedIn and announced a couple of events there, too. Suppliers we’ve collaborated with on live launches so far include Just Play and Vivid Goliath. I’m also going to be working with DKB Toys & Distribution and with Golden Bear to feature its Soccer Dash range, plus we’re hosting a special event for Sylvanian Families where we will showcase all its 40th Anniversary offerings, as well as the new blind bags. Other special TikTok lives we host include our two-week Black Friday event; the first one took place last year and was highly successful. Although we anticipated being busy during this time, we were taken aback by the volume of sales we achieved. On Black Friday alone, we received 2,700 orders, and we averaged 1,000 orders every other day throughout the campaign, which was incredible. We’ve been preparing for Christmas and for our upcoming Black Friday event since January and have doubled the stock compared to last year to ensure that we have enough. We are still expecting more Christmas stock to arrive, and I’ll keep an eye out for any other interesting new launches over the coming months – though most companies are very helpful in keeping me up to date with what’s coming out. I’ve ordered Christmas decorations for my TikTok studio for the Sefton Toy Appeal, which we launch in November to help families who can’t afford to buy gifts for their children.
Our Christmas Club has launched, in which customers come into the store and make their Christmas orders, so that’s keeping us busy too. This gives customers the flexibility to pay when they want, right up to the day they want delivery.
With regards to in-store sales, the heat waves this year have of course helped outdoor toy sales. We’ve sold a lot of beach stuff, including pools and inflatables. Other best sellers include all Stitch-licensed product, and the DIY Gui Gui slime from Moose Toys; sales for these are mainly driven by TikTok trends. Paladone’s Minecraft 3D Sticker Maker and GloBuddies 3D Lights are both also selling well, as is Epoch’s Sylvanian Families range, particularly the blind bags – lots of people come into the store because they’ve seen Sylvanian Families on the front window.
DKB Toys’s Crazy Aaron’s Thinking Putty, Ty Beanie Bouncers, Vivid Goliath’s Jelly Blox and MGA’s Rainbow High Styling Heads are all in demand and performing excellently – and the live event we hosted recently for A.B. Gee’s Foodibles range was very successful.
At the time of writing, I’m waiting for the Ultimate Stitch Interactive Plush from Just Play to arrive. We held a live event to launch the product with no physical stock, and the number of pre-orders I have received is insane. I predict that this range will be 2025’s Toy of the Year.
indie viewpoint
Mark Buschhaus and Stephen Barnes
Toy Barnhaus
Giggles and jiggles
WWe are writing this at the halfway point of the school summer holidays, and we certainly can’t complain about trade so far this summer. July was an excellent month, with the new Pokémon Black Bolt and White Flare release driving a lot of business to our stores and selling through very quickly. There is still no sign of the Pokémon juggernaut slowing down, the only problem is trying to get enough stock. However, our overall bestseller is still the Lego F1 Mini Collectibles range. Even three months after release, they remain extremely popular, and with the F1 season going on until the end of the year, they have shown more staying power than other Lego Minifigures. The Lego August releases have gone down well too, especially the new Speed Champions and Star Wars lines.
As we said in our last column, a few prolonged spells of nice weather mean we’ve had good sell-through on outdoor lines, especially water pistols and pool inflatables. Other lines selling well in the summer holidays include the Dress to Impress Mystery Models from Click and the new 5 Surprise My Mini Baby Series 2 from Zuru.
Pocket money collectibles, along with pocket money in general, has been our biggest growth category this year. This whole section is now the third highest by value in our stores. When we first started, pocket money items would be anything up to around £2. Nowadays, it is anything up to £5, or even £10 – there’s inflation for you!
Over the last few months, 3D printed animals have been extremely popular, especially dragons, from Kandy Toys and Whitehouse. Now, a wider range of animals, including snakes, hornets, dinosaurs and cats, is selling well. A new range we have brought in recently is Jigglets from 3D Studio Gifts, and these have been phenomenal. They are mini-3D printed animals and figures, in lots of different styles, all made in the UK. This company has been one of our best new suppliers this year. We’ve seen the Taba Squishy craze take off too, with Mushmeez Taba from Character, Taba World from Click and Cat Paw Squishys from Kandy Toys all starting to sell well. The whole category is evolving at such a fast pace, with most of the new hot new lines being driven by TikTok videos. You have to be constantly on the pulse to see what customers are going to ask for next - and then see if you can find it!
As we move into the final quarter of the year, we have started to expand the Games & Puzzles section. After a boom during lockdown, the category has had a tough couple of years. With a lack of new titles to really drive volume into the sector, we will stick mostly to our core, tried and tested games this year. We stock a classic range from HTI, including Snakes & Ladders, Chess and Draughts, which are all evergreens. We’ll try some new ones but wait to see what really moves before committing to additional stock. However, there have been a few highlights such as John Adam’s The 1% Club Board Game, which has already been selling well, and Uno Show ‘em no Mercy from Mattel. We stock a range of light-up LED games from RMS that are popular; they make ideal gifts at a competitive price.
As we give more prominence to Games & Puzzles ready for Q4, we will also move our stores around to place more emphasis on the lines that come into their own in the run up to Christmas.
3D printed collectibles, perfect for pocket money spends
Stats at the halfway point of toy sales for 2025 Opinion Rick Derr
After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996 and then became a sub-franchiser. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick gives us a snapshot of US indie sales after the first six months of 2025.
Letter from America
LLet’s take a look at what has been happening at indie retail over the past few months, as we reach the halfway point of the year.
At Learning Express, our sales volume is up +12% YTD, compared to this point in 2024. This is a very encouraging result in the current US toy market, where Circana reports that total US toy sales are up by +6%. I believe some of the strategies we decided to adopt earlier in the year have paid off: we have remained flexible, nimble and have jumped quickly on new opportunities. We place bigger orders for bestsellers, but otherwise we have continued to buy what we need, when we need it. We’ve also made a conscious effort to support smaller to mid-tier toy partners, who are in the most pain right now, and have featured a value section highlighting $15 and under products that offer strong value to the customer, meeting the needs of all our shoppers, whatever their budget.
Looking at some other stats, our inventory cost has increased by +5% versus 2024. Our average selling price is now $10.67, which is a slight drop from that of 2024, which was $10.85. However, our average transaction value is $44.86 versus $44.04 in 2024.
In examining what is driving this growth, certain lines stand out, and you can find the top ten sales items below:
• Asian blind boxes (various)
• Pokémon cards
• Wigglitz 3D printed minis (ZB Designs)
• Nice Cubes (Schylling)
• Hexbots (Spin Master)
• Clickee fidgets (various vendors)
• Air Toobz (Fat Brain/Tomy)
• Zipstring
• Sticki Rolls (Sky Castle Toys)
• Dr. Squish Squishy Maker (Boti)
I’ve also looked at trending toy categories, to see if any changes there are having an impact on sales. The Arts & Crafts category has noticeably improved, while Compounds and Fashion sales have weakened. Here is our top ten list of categories, with their percentage share of sales:
• Pick me up/joy items (including blind boxes) 20.9%
• Plush 12.8%
• Arts/Crafts 8.8%
• Construction 8.6%
• Pre-School 8.4%
• Fashion/Tween 8.4%
• Compounds 7.3%
• Active toys 5.1%
• Games 4.4%
• Books 3.2%
Our top ten performing vendors make up 43% of total sales:
• ACD Distribution (Pokémon)
• Lego
• Blind Box (various)
• Schylling, Inc.
• Douglas Cuddle Toys
• Spin Master
• US Toys (pick me up)
• Epoch (Calico Critters)
• Dope Slimes
• Wigglitz (ZB Designs)
The first half of 2025 has been a real surprise. I did not expect the explosion in sales after April and the Easter season. Growth in May was stronger than in the first fourth months of the year, with June and July significantly ahead. At the time of writing (12 days into August), we are experiencing even stronger growth, despite talk of inflation creeping back and with tariff discussions still ongoing. I have publicly raised my full year forecast to +10%, up from the mid-single digits we forecast at the beginning of the year.
I would be interested to find out whether these trends are being replicated in different parts of the European toy market. Kids are kids everywhere and with the responsibility of toy retailers to bring joy as well as teach them about the complexities of this world, it’s important that we get it right – whatever external factors are affecting us.
Feature Playground
Crazes & Pocket Money Collectibles
Pocket money mania
Playground Crazes and Pocket Money Collectibles offers consumers affordable options that won’t break the bank, making it a strong and reliable category for retailers, delivering regular footfall and repeat purchases. Toy World’s
Gabriela Jiménez García caught up with a selection of retailers and leading suppliers to discuss the latest trends heading to playgrounds and what can be expected from the category in the coming months.
AAs summer holidays come to an end, there’s a silver lining to going back to school; kids seeing all their friends once again, and having the chance to show off the cool toys collected during the holiday season. By the time September arrives, students are eager to decorate their backpacks with trendy new accessories and exchange the latest figurines and cards with classmates.
Leading suppliers recognise how playground crazes can help prepare children for a positive return to school, and how the playground buzz ensures continued support for the latest pocket money must-haves. “The category fuels the overall back-to-school experience, as kids will return to school with what they’ve collected during the summer. Whether they are trading, showing off their rare finds, or simply engaging in play, these small but powerful items make the back-to-school experience more joyful, inclusive and socially fluid,” says Omer Dekel, CEO at PMI. “I know how emotional and significant the return to school can be for children; it’s a time filled with anticipation, change and the need to reconnect socially. For some, this transition is easy; for others, it’s more challenging. Pocket money collectibles act as social bridges: they fit right into a backpack and serve as instant conversation starters on the playground.”
Pamela Justice, head of Marketing UK & Ireland at MGA Entertainment, adds that the back-to-school period is a significant and exciting milestone for families, marking new beginnings, new routines and a chance for children and parents to embrace a new chapter. “Being able to tap into the latest toy trend or a trusted collectible line to either incentivise, reassure, or reward children in that backto-school phase helps to smooth the reset back into the
routine, or introduce a new routine to those just starting their journey into school, but at an affordable price point,” she says. “In addition, the excitement of crazes brings children together as they bond over sharing and enjoying new trends.”
Speaking on the latest trends dominating playgrounds this year, Melissa Brunskill, CEO of Darlington-based Funky Fidgets Shop, which specialises in pocket money toys, tells Toy World that 3D printed toys and keyboard clickers have been highly popular at her store. One For Fun has been enjoying plenty of success with the 3D Printed Dragon Egg from its HGL brand. With over 50m views on TikTok, these captivating eggs contain an intricately designed, fully articulated dragon ideal for fidgeting, collecting, or displaying. In their Indie Viewpoint column this month (see p.46), Stephen and Mark from Toy Barnhaus also mention the popularity of 3D printed animals, highlighting a new range from 3D Studio Gifts called Jigglets. They describe sales as ‘phenomenal’ and say the company has been one of their best new suppliers this year.
The recently released Clickeez range from Vivid Goliath has also generated plenty of buzz on social media, with users expressing their love for the brand and eagerly anticipating a second series. Blending the sensory satisfaction of fidget toys with the playful appeal of mechanical keyboard customisation, Clickeez encourages kids aged six and over to click, connect and collect over 70 cute, character-based designs. Although the product only launched in the UK in July, it’s already making waves, with retailers like Jane Hastings from Toys Toys Toys in Liverpool reporting that it has performed extremely well so far, with customers “going mad” for this innovative
collection.
Melissa confirms that playground trends often stem from viral videos on social media. The growing popularity of the Labubu monsters and other Pop Mart kawaii collectibles has been well documented, with the brands gaining considerable traction, especially among Gen Z and Millennials. The hashtag #Labubu has accumulated over 200m posts on TikTok, and more than 1.3m TikTok videos featuring that hashtag have gone viral. Toy Barnhaus agrees that, as the category rapidly evolves, many of the hot new lines are being driven by TikTok videos – meaning suppliers have to keep on their toes.
Keeping on top of trends is vital if, as at Toy Barnhaus, Pocket Money & Collectibles has become one of the biggest growth categories this year. “This whole section is now the third highest by value in our stores,” says Stephen Barnes. “When we first started, pocket money items would be up to around £2. Nowadays, it is anything up to £5, or even £10.“
As the Asian blind box market becomes more globalised, various toy suppliers and distributors in the Western world have drawn inspiration from the viral kawaii collectibles phenomenon and have revamped their offerings with new ranges that include unique characters reminiscent of the classic kawaii style. Most importantly, these items are affordably priced, making them accessible for children spending their pocket money as well as parents on a tight budget.
Click Distribution has recently added LaBabies to its lineup, a new brand of kawaii-inspired plush and keychains that channel big emotions and anime energy. Forming part of the collection are ViVi, LiLi, GiGi and ZuZu, each with their own personality and expression, revealed on collectible hangtags. Meanwhile, KandyToys
Feature
Playground Crazes & Pocket Money Collectibles
the accompanying licensed toys, and share this fandom with their friends in the playground.” The company has recently launched Mini Tubbz characters to coincide with some of the most popular movie releases this year, including How to Train Your Dragon, Jurassic World and Superman.
MGA’s Pamela Justice says that items which can be displayed on school bags continue to be a hot trend that captivates children, who often gravitate towards collectibles that let them express their personalities and stay connected to what’s popular online. The company’s Yummiland brand taps into the demand for collectible accessories, offering a range of keychain dolls of different shades and styles designed to add a touch of personality to bags and backpacks. Yummiland’s range of dolls is set to expand with the launch of Series 3, introducing even more innovation with a new water play element.
Paladone also provides children with endless opportunities to express themselves and add personality to their belongings. The company’s Backpack Buddies range features cool and collectible clip-on keyrings in a variety of iconic licences, perfect for fans to connect with their favourite characters. Following the popularity of the brand, new editions have recently been introduced, including The Popz, The Reveals and The Scented – all designed to add an extra layer of excitement to the unboxing experience.
Friendship bracelets are another hot trend in the world of collectible accessories, allowing kids to create unique jewellery to exchange with friends and classmates. Craft Buddy is introducing a brand-new Crystal Art Friendship Bracelet Set featuring twin character sets of iconic duos: Stitch & Angel and Elsa & Anna – both bringing a new twist to the ever-popular friendship bracelet craze. Meanwhile, One For Fun's Pick n Pop bracelet brand will be unveiling new themes throughout Q4, offering users even more collectability and creative freedom.
has partnered with Baby Three, an innovative brand of collectible plush toys that blend abstract art with a cartoonish aesthetic. The characters available in the series are designed to appeal to kawaii enthusiasts who enjoy cute and whimsical collectibles. Likewise, Innov8 Academy is tapping into the Asian blind box trend with its range of Gothic Girlz 8” plush, which consists of kawaiimeets-goth plushies with expressive outfits and a scratchto-reveal zodiac sign.
Omer from PMI highlights that surprises and discovery continue to be a leading playground craze in 2025, particularly with blind bags and mystery boxes. Bandai is one of the suppliers set to refresh its selection of mystery collectibles by introducing new blind box items for both Littlest Pet Shop and the Tamagotchi collectible range. Littlest Pet Shop Series 4 is hitting retail this month with an extra 30 bobbling head pets to collect. Also arriving this autumn is Black Light Pets, a range of pets in blind bags that glow vividly under ultraviolet light. Following the successful launch of the first Tamagotchi collectible range, the second wave, Tamagotchi Play Time Collectibles, is launching with figurines and accessories in mystery blind bags.
Leaders in the category have pointed out that the inclusion of rare collectibles is a significant factor in the popularity of the blind box trend. Allana Holmes,
Commercial director at Hunter Price International, emphasises that rarity encourages multi-purchase, as children enjoy the thrill of searching for exclusive characters that could give them an advantage when trading. Suppliers such as Just Play and Zuru offer popular ranges such as Doorables and Mini Brands featuring rare and ultra-rare items within their collections. Just Play is introducing the Disney Doorables Let’s Party range this autumn/winter, with 60 figures to find across the series, including six special edition chase figures. Meanwhile, Zuru has been experiencing huge success with its Mini Brands Kawaii range, with more newness to come from the Mini Brands Create range later in the year.
Ben Grant, co-founder of Rubber Road, highlights the superiority of licensed collectibles in keeping consumers engaged for longer. With the latest movie, game and TV series releases also forming part of playground talk, this presents toy companies with a brilliant opportunity to capitalise on the licences currently capturing children’s attention. He tells Toy World: “The excitement of blind boxes with the ‘what did you get’ factor and potential trading is the playground toy chat. Nonetheless, consumers can be lost as quickly as they are found, and this is where officially licensed collectibles remain superior. When new movies and games land, we must make the most of the hype, as kids then turn attention to
DKB Toys’ Sales director, James Luff, underlines fidget toys and slime/putty as another prevailing playground trend this year. Since the UK launch of Crazy Aaron’s Thinking Putty, the innovative compound has sold over one million tins, strengthening its status as a top collectible for children and a successful line for retailers. Following significant regulatory changes in UK and EU product testing, Crazy Aaron’s is now able to launch its full US range into the UK and European markets for the first time and will be introducing more new products to delight putty enthusiasts. Included within the range are the Crazy Aaron’s Mini Tins – ideal for school bags, playgrounds and pockets. Since launch, the number of styles on offer has doubled from four to eight, with more set to join the collection soon.
James also tells us that DKB will be adding plenty of unique features to its ranges to keep consumers engaged and ensure that the category stays fresh and exciting. He says: “We are adding more innovation to our Crazy Aaron’s range, including a double fidget feature and increased colour reveal putty. Additionally, we are adding plush & magnet blind bags to our Monogram range. We are constantly adding new licences - and new waves within those licences - to keep consumers coming back for more.”
Allana Holmes reveals that Hunter Price draws inspiration from nostalgia for its new ranges and has noticed a resurgence of the iconic fidget spinners in playgrounds up and down the country. “Spinners are back in a big way, yet with a modern, and in our case, metallic spin. It’s pocket money play which fits in pockets or pencil cases, and they’re also quiet and compact, which also appeals to teachers, parents and big kids looking for a fidgety fix.” The company’s Toy Mania brand has released
the Future Fidgets range, which combines tactile materials and illusion movements; the 3D Lab creations include a variety of collectible creatures, from frogs and lizards to spiders, crocodiles and more.
While many retailers turn their focus to stocking higherpriced items in the lead-up to Christmas, the festive season can also present an excellent opportunity to sell affordable pocket money items to parents searching for small and inexpensive stocking fillers. Jonny Rogers from Rogers Toymaster in Kilkeel ensures he carries a wide range of pocket money options during this season, as they tend to be popular last-minute purchases for parents. “We have a great selection of pocket money toys and stock plenty of small, easy-to-grab items in the lead-up to Christmas,” he explains. “We find that this gives us a significant boost, as parents typically make their larger Christmas purchases at bigger retailers and then come to us for the final touches and their stocking fillers.”
The ongoing cost-of-living crisis and rising inflation in the UK have significantly affected consumer purchasing behaviour, prompting parents to be much more considerate about splurging on expensive toys for their children. As a result, Pocket Money Toys and Collectibles has become an essential category for the upcoming gifting season, enabling them to find items that will fit within
these consumers in mind. Many lines in MGA Entertainment’s portfolio of collectible brands are priced under £10, reflecting the company’s mission to provide more affordable, smaller toys despite inflation, allowing fans to experience the magic and grow their collections.”
PMI’s Omer Dekel also believes that lower-priced toys will play a bigger role during the upcoming holiday season. He tells us: “In today’s economy, parents are seeking affordable joy, ways to delight their children without breaking the bank. PMI specialises in delivering more fun for less, offering licensed, high-quality, collectible items that retail for under £10. Our products are perfect for stocking fillers, advent calendars, classroom exchanges, or last-minute gifts. And with rising tariffs and freight costs, our efficient model makes PMI an even more attractive partner for value-driven retail.”
Over the next few pages, readers will be able to discover more of the new ranges that
www.funko.com | newtradeenquiries.emea@funko.com
Funko remains at the forefront of pop culture collectibles with its fan-favourite Bitty Pop! range, a miniature twist on its iconic figures that excite collectors everywhere. With prices starting at just £3.00 RRP, Bitty Pop! brings a more compact, on-the-go version of the classic Pop! to fans, making it easier than ever to expand their collections at an affordable price
Funko’s Bitty Pop! range features beloved characters from major entertainment franchises, including DC Comics, The Simpsons, Sanrio, Disney, Marvel and more. Almost any Pop! icon consumers know and love is ready to be discovered in tiny form as part of the growing Bittyverse. Each Bitty Pop! is 2.3cm tall and is packaged in a hard acrylic case with a detachable bottom lid. The lid doubles as an acrylic base, meaning collectors can proudly display each of their favourite characters.
As well as the core Bitty Pop! line, the Bittyverse continues to grow with new additions like Bitty Pop! Arcade. This range introduces a fresh, interactive way to display mini-figures in arcade-themed display beloved IPs. Fans can collect and showcase characters from franchises such as Sonic the Hedgehog, Five Nights at Freddy’s, Disney’s Tron, Disney’s Wreck-It Ralph, Star Wars and Disney Pixar’s Toy Story.
Each figure comes in a hard acrylic case with a detachable base and can be placed within the Bitty Pop! Arcade Display, with the case neatly stored underneath. These new display patterns invite fanatics to mix, match and build immersive mini worlds with endless creative
Collectible fanatics can also widen their collection with Funko’s Mystery Minis, which offer fans a breadth of collectible items at an affordable price point, with each Mystery Mini available to purchase at just £6.00 RRP. The Mystery Mini’s collection is made up of small vinyl figures approximately 6.35cm tall that can be found within mystery blind boxes, creating a sense of excitement as fans uncover which Mystery Mini they will receive. A vast collection of characters is available in the different Mystery Minis collections, including Minions, Disney Villains, Jurassic World and Marvel’s Groot.
Fans can also accessorise their collections with Funko Pop! Keychains, miniature companions perfect for bags, keys, or display. Featuring beloved characters from franchises like Sanrio and Marvel’s Deadpool & Wolverine, these 10cm vinyl figures let fans take their favourite collectibles on the go, wherever adventure calls.
Playground Crazes & Pocket Money Collectibles
Hunter Price
www.hunterprice.com | home@hunterprice.co.uk
The team at Hunter Price adopts a multi-layered approach to lean into the short, medium and longer-term product trends which will have the biggest impact with consumers. Under its leading fidget and pocket money play brand, Toy Mania, the company has launched its latest collection of fidget spinners, all with a modern and metallic spin, as the popular craze makes a big comeback.
The weighty metal spinners are satisfying for both big kids and the little ones, and are all quiet and compact. Ideal for pockets, pencil cases and bags (or even the boardroom), fidget spinners have made a big comeback for this year’s back-toschool campaign; a trend which is expected to continue into the festive season.
New developments in Hunter Price’s product innovation strategy focus on technology. Toy Mania’s Future Fidgets combine tactile materials and illusion movements, with its 3D Lab creations including a range of collectible creatures, from frogs and lizards, to spiders, crocodiles and more.
Toy Mania’s Sensory Toybox is making the most of the collectability, trading and creative play movement. Sub-brand Tiniez collection features little resin creatures, characters and shapes, which can be swapped, hidden, stacked and shared.
From product to promo, this year, Hunter Price will continue to activate Toy Mania’s brand awareness activities around key launches in retail across the globe.
Jada’s Nano Metal Figure Blind Bags lineup spans a larger-than-ever range of licences, including new characters to collect from Disney, Stitch, Sonic the Hedgehog, Minecraft, Fast & Furious and more. Super-affordable, these blind packed collectibles offer great playability. In the all-new Disney Lilo & Stitch Nano Figure Blind Bags range, fans can expect to find an array of posed Stitch and Angel die-cast figures to collect, including Stitch playing the ukelele, holding a sharkbitten surfboard, wearing a grass skirt and more.
In the latest series of Disney Nano Figure Blind Bags range, there’s a plethora of popular characters to find too, each shaped as 1:65 scale metal figures, each highly detailed and measuring around 4cm tall. Users can expect Pinocchio, which turns 85 this year, Cinderella, which celebrates its 75th anniversary this year, Moana, Olaf and more.
There are also additions to Jada’s signature 2.5” Metal Figs range, too, with new Toy Story figures, Disney Stitch, Transformers and more in the mix. After their sellout success, stock has been replenished of Minecraft Movie Metal Figs. Other Metal Figs licences packed with cross-generational appeal include Disney, Marvel, Sonic the Hedgehog, Rick and Morty, Tim Burton’s The Nightmare Before Christmas and more. All are affordable and highly collectible and would look great among any fan’s existing collection of Metal Figs.
Simba’s Majorette brand has undergone an incredible refresh this season that sees the collection wrapped up in new, eye-catching branding, with a new logo, and brighter, bolder packaging that’ll contribute to a superior unboxing experience that makes repacking possible. The Majorette Collection Series is a new range that offers all-new 1:64 die cast vehicles to collect, specifically targeting collectors with quality, high detail designs for showcasing. Each car is available at a competitive new price point, with real metal body and chassis, rubber tyres and original wheel design. The first wave includes a blue 1955 Chevrolet Bel Air, a white 1965 Shelby GT350 with go faster stripes and more. There will be three annual releases in the Majorette Collection Series - the first three waves will all be released by January. In this refreshed Majorette collection, the cars come packaged in a collector-ready Perspex case, perfect for display and the ideal storage solution for keeping the cars pristine. Within the case is a display stand to perfectly present each car in the series.
Playground Crazes & Pocket Money Collectibles
PMI Kids’ World
www.pmitoys.com | omer@pmitoys.com
Booksy: The Disney Edition offers pocket-sized stories inside collectible figures designed to be shared and displayed. Created by PMI Kids’ World, Booksy: The Disney Edition is a range of collectible figures with tiny books inside. This line features beloved characters including Disney’s Stitch from Lilo & Stitch, Elsa from Frozen, Simba from The Lion King and Moana. Each tiny book is completely readable, containing a shortened version of a classic Disney tale that fits perfectly inside their collectible figures. The previous Booksy line launched with its own IP Booksy Monster Tales, as well as Booksy Paw Patrol and Booksy Tales of Teenage Mutant Ninja Turtles.
At an affordable price point that comfortably sits within pocket money territory, Booksy taps directly into the playground collectible culture, a place where trends are born. The compact format means children can easily take their favourite figures everywhere, elevating playtime. The range is both a conversation starter and a gateway into the wider world of imaginative play.
Booksy: The Disney Edition stands out by providing a screen-free, creativity-first alternative that still feels fresh and fun. While many collectibles focus purely on visual appeal, Booksy adds literacy and educational value, encouraging early readers to engage with familiar characters in a new and tactile way. With multiple titles already available and more to come, Booksy supports the collect-them-all mentality that drives repeat purchases and high sellthrough rates.
Retailers are already seeing strong demand for Booksy in toy shops, book sections and impulse zones. Its small footprint and eye-catching display options make it a natural fit for both speciality and mass retail shelves.
Booksy: The Disney Edition ticks all the boxes for a playground hit: recognisable IP, affordable price, high collectability and schoolyard appeal. In a toy landscape that increasingly values both nostalgia and educational merit, Booksy has been designed to bridge that gap.
DKB is celebrating a major milestone for Crazy Aaron’s Thinking Putty. Since its UK launch, the innovative compound has now sold over one million tins, cementing its status as a go-to collectible for children and a successful line for retailers. Thanks to significant regulatory changes in UK and EU product testing, Crazy Aaron’s is now free to launch its full US range into the UK and European markets for the first time. This development opens the floodgates to a broader spectrum of formats, seasonal editions and sensory innovations that have long captivated US consumers. Retailers can now stock a wider variety of compound styles and play patterns, from fidgetfriendly options to ultra-collectible kits, all just in time for the vital Q4 gifting and stocking season.
With its pocket-money price point and fidget-factor appeal, the Crazy Aaron’s Mini Tins are perfect for school bags, playgrounds and pockets. Since their debut, the number of available styles has doubled from four to eight, and more are on the way. The updated 72-piece mini tin set includes even more imaginative and whimsical themes, such as Fairy Sprinkles, Avocado, Bounce Bot, Acai Bowl and Cotton Candy, plus quirky food-themed favourites like Ketchup & Mustard and Sushi. Designed to entertain with stretching, bouncing, popping, or sculpting, the mini tins are a hit with kids and collectors alike. They never dry out, and their palm-sized portability means they’re perfect for playground swaps or pocket-money purchases, and the brand has a broadening collector appeal.
Treasure Surprise Mini Tins offers a new collectible twist on the mini tin offer, with 12 hidden designs and the thrill of discovering rare tins such as Pirate’s Gold (with real 24K gold) or Lost Diamond (infused with diamond dust). Each tin features a peel-to-reveal label, turning every tin into a mini unboxing experience; a crossover between tactile play and the everpopular mystery box trend.
The new lines are dialling up the sensory innovation. Egg-Cellent Thinking Putty contains a globby hidden ball for extra fidget play. Sponge Thinking Putty mimics the squishy texture of sea sponges, offering a uniquely bubbly tactile experience. Rainbow Reveal dazzles with heat and light-reactive colours, glowing in the dark for added effect. Falling Water brings calm with a flowing shimmer. When charged with the rainbow magnet, Happy Earth will gleefully dance around, showing off its sparkling, mineral earth blue colour.
Every product is creatively designed, carefully tested and expertly crafted to the very highest quality. Thinking Putty is non-toxic, won't dry out and won't leave a sticky or slippery residue on fingers, so it's ideal for stretching, moulding, bouncing, tearing, popping and playing for kids and adults alike. With proven play value, year-round appeal and growing collector demand, Crazy Aaron’s Thinking Putty is tactile, trend-forward and more accessible than ever.
JANUARY 2026 COMING
COMPLETE RANGE OF PLAYSETS, VEHICLES & FIGURES
Playground Crazes & Pocket Money Collectibles
Plus-Plus
03330 500 144 | www.plus.plus.com
Plus-Plus continues to perform strongly within retail, especially in the impulse purchase sector, being great value for money and well within the pocket money threshold. Tremendous feedback from trade fairs has seen the brand’s popularity surge and its listings increase within traditional retail and gift channels, whilst opening new avenues of distribution in the travel and leisure markets.
The wide range of 100-piece tubes is the perfect pocket money purchase or party bag gift. Just the right size for fitting into a school bag or handbag, the contents can be returned to the reusable storage tube after building, making them great for on-the-go play. With six of the most popular animal tubes having new colour refreshes, there’s a large selection of instructed build characters, animals and vehicles, or open-ended colour mixes to suit everyone’s taste.
A wide variety from the tube range can be found on the Spinner unit, a comprehensive mix of the most popular 100pc tubes, which also includes a selection of 240pc and 15pc big tubes - carefully curated with an updated mix to ensure the retailer has the best sellthrough possible. The spinner also comes complete with a ‘try me’ tray containing 1800 loose pieces for potential purchasers to try their hand at creating in-store, which drives sales when kids can have a go at point of purchase.
Another strong performer is the single-build packets and foil bags. The foil packs are displayed in a CDU gravity feeder box and contain 48pc per unit. Available as Critters, Creepy Critters and Christmas-themed packets, these are strong performers for impulse purchase opportunities. During 2025, the new Plant Packs - featuring a variety of plant and flower builds - have proved particularly popular with the kidult market, where an older audience has enjoyed creating their own long-life miniature gardens to display and enjoy.
Plus-Plus has also seen an increased demand for its seasonal product for Easter, and in particular, Halloween and Christmas. With a selection of tubes and foil bags to cover the spooky and festive season, all at affordable pocket money prices, they are the perfect pick-up product to bring some fun and creativity to these popular celebrations.
Plus-Plus, which is food-approved and BPA, PVC and Phthalate-free, can be washed in a dishwasher or washing machine to keep it hygienically clean. Plus-Plus is a socially and environmentally responsible company with its factory and headquarters in Denmark, run on 100% green energy from wind power, and all products and packaging are 100% recyclable. Plus-Plus looks forward to welcoming visitors to its stand 6H38 at Autumn Fair, NEC from 7th to 10th September.
Click Distribution
0330 123 2559 | click@clickdistributionuk.com
Click Distribution is set for a strong autumn/winter season with a line-up of collectible toys and trading cards that tap into top trends, viral moments and character-led play. From squishy sensations to licensed card collections, each range offers mass appeal at accessible price points, all backed by influencer collaborations, digital advertising, family sampling and tailored retailer support.
Taba World’s tactile compound squishies are making noise on TikTok and in playgrounds. Each Ready-Made Mystery Taba is hidden in a travel pouch and features glow-in-the-dark, flocked or scented finishes, plus pom poms, charm and keychain for the ultimate surprise moment. The range offers 12 characters to collect. Launching this month is the Taba Mystical Friends range, which lets kids build their own squishy character with a DIY twist. There are eight designs for users to customise, decorate and carry.
Pluzzles Puppies are connectable plush pups from Yoonique that come in two sizes: 4” Clips and 8.5” Plush. The first wave includes Chloe, Milo, Zeus, Brisket, Cooper and Luna; they are soft, stackable and made to collect. LaBabies is a new brand of kawaii-inspired plush and keychains that channel big emotions and anime energy. Forming part of the collection are ViVi, LiLi, GiGi and ZuZu - each with their own personality and expression, revealed on collectible hangtags. Meanwhile, Candy Bears clip-on collectibles are inspired by fruity treats and bright colours. These soft, vibrant mini plushies all have sweet smiles and big charm and are ideal for clipping onto bags, gifting or collecting.
Panini continues to lead the trading card category in 2025, with Click bringing a powerful mix of sport, gaming and entertainment licences to UK retail. This year’s line-up spans global franchises including FIFA 365, Brawl Stars, Eternity: Lionesses, Marvel, Jurassic World and Pop Stars. Highlights include the return of FIFA 365 with over 450 cards, new parallel formats and approximately 2,500 autographs across 38 football stars. Gaming fans can collect 84 characters in the debut Brawl Stars range, while the Lionesses Edition celebrates England’s trailblazing women’s team.
Panini’s sticker collections continue to perform at pocket money price points, offering a huge variety for young collectors. Over 15 licences are available in 2025, including Adopt Me: Dream Pets, England Lionesses, Super Mario, Stranger Things and Marvel, combining strong shelf presence with cross-media appeal.
Curious Universe is home to two of the hottest playground craft crazes of the season, with its new, original IP Decoden Magic and the viral trend, Nano Tape Magic. Decoden Magic is inspired by the Japanese crafting trend where puffy glue is used to decorate accessories in a vibrant, 3D way. This creative craft is popular in kawaii culture, and it’s spreading globally through social media. Designed to encourage self-expression and hands-on creativity, the range offers a fresh and engaging way for children to customise their own accessories. In the range, there are mini packs, classic sets and deluxe-sized kits to discover, allowing tweens and teens to easily decorate a range of items using the puffy glue, kawaii charms, beads and gems.
The Decoden Magic: Think Pink Creations Deluxe Set comes with hair slides and clips, a headband and a compact mirror ready to be decorated. The affordable Hair Flair Creator and Trinket Box Creator Classic Packs are packed with value, promising hours of entertainment, as children customise hair accessories or a heart-shaped trinket box to store their treasures. Meanwhile, the Mini Kits carry the lowest price points, ideal for daytime projects and kids wishing to sample the craze. They contain everything needed to create customised bag charms, across a range of themes: Cute Kawaii, Pretty Kitty and Creepy Cute. All kits come with vinyl stickers to customise other accessories beyond those included in the pack, like phone cases. Users can decorate the stickers with puffy glue, leave them to dry, then peel and stick. When it’s time for a refresh, users can simply peel off the sticker and apply a new one.
The Nano Tape Magic collection was born of the viral craft trend. Traditionally used for securing pictures and decorations, nano tape crafting has exploded on social media, with people recognising the artistic potential of this transparent, double-sided, heavy-duty sticky tape. Nano tape can be inflated or filled with slime, beads and more, and then decorated to create craft pieces. Nano Tape Magic kits come with everything needed to make themed creations; users simply peel, seal and wow friends with each creation.
Kits in the range span an array of price points, including the all-new, bumper-sized Ultimate Squishies pack. This comprehensive kit comes with all the materials needed to make 18 magical crafts – multiple rolls of clear and coloured nano tape, rainbow slimes, felt-tip pens, pump, sequins and more. Fruity friends, animal pals and other kawaii projects can be brought to life with the Ultimate Squishies pack.
Pavilion Distribution
01902 587 025 | trade@paviliondistribution.co.uk
Pavilion Distribution has noticed a lack of pocket money gifts in the booming anime sector and is determined to bring anime fans accessible gifting and pocket money treats to collect and showcase. Whether it's Kuromi hairclips or the latest blind bags from Total Anime, Pavilion provides bestselling and upcoming pocket money treats for all anime consumers.
PopBuddies produces great anime merch at an accessible price point. Pocket money items include magnets, badge sets and pin badges from Persona 5, Demon Slayer, Hatsune Miku, Love Live Superstar and many more. The brand also offers totes, cushions, wall scrolls and other items.
Jazwares’ Total Anime brand has dedicated its whole range to affordable, high-quality anime merch. The offering includes great pocket money blind bags for Jujitsu Kaisen, Spy X Family, Chainsaw Man and more, set to be released soon. Unlike other blind bags in the market, Total Anime has kept its individual bag price under £10. Figures and plushies are also kept at an affordable price.
AbyStyle is back with pocket money-priced keyrings, glasses and more to come. Covering amazing franchises such as Dragon Ball Z, One Piece, Sailor Moon and Naruto, the brand also has a great catalogue of affordable merchandise that covers the whole pop culture spectrum.
Joy Toy (IT) features a wide range of pocket money treats for Sanrio fans, including Kuromi hairclips, small jewellery sets, hairbrushes and more, all coming in at under £10 with much more on the way. The brand also offers plushies, lampshades and shaped LED bulbs featuring all Sanrio characters. To find out more, get in touch with the team via the contact details above.
Playground Crazes & Pocket Money Collectibles
Innov8 Academy
01268 505 050 | www.deddybears.com sales@pms.com
From school swaps to adult collector hauls, Innov8’s ever-growing Kreepy World has been designed for repeat purchases, social sharing and serious shelf impact. Innov8’s plush ranges offer strong perceived value and collectability without breaking the bank.
Deddy Bears was awarded the 2025 Toy of the Year (TOTY) Award for Collectibles at the New York Toy Fair, thanks to its viral packaging, unforgettable characters, standout shelf presence and fantastic fandom.
A cult favourite that continues to evolve, Deddy Bears is now available in more than 50 countries and 65,000 retail outlets worldwide. Recent innovations include a partnership with Roblox as part of the first wave of the new AMP programme. Packaging now features the official Roblox badge and includes exclusive in-pack codes that unlock digital items fans can wear on Roblox, which has an active monthly player base of 380m, showcasing Deddy bears to a whole new wave of potential collectors. Deddy Bears now also has its own Roblox game, Deddy Bears Tower Defense.
The Deddy Bears Lil’ Coffin Dodgers are packaged inside their own mini coffins, complete with a death certificate. With six to collect per series, each bear is visible in-pack, so fans can pick their favourite or take a chance on a blind bag to see if they got lucky with the ultra-rare of the series. The viral coffin packaging and quirky characters have made a strong impression, with Series 3 and 4 hitting shelves alongside limited edition seasonal drops for Valentine’s, Easter, Halloween and Christmas. Every character comes with a tragic backstory that brings each bear to life. In blind bags, Axe-Alotls are stylised axolotl characters, each with unique fighting techniques and attitude to match. Meanwhile, the Kreepy Collectibles blind bag bag clips range mixes characters from Innov8’s most loved worlds including Deddy Bears, Axe-Alotls, Kreepy Katz, Kreepy K9s and KreepyBaraz. There’s even a rare Deddy Bear that consumers won’t find anywhere else.
Bad Habbit Rabbitz 6” plush is hilarious, gross and totally collectible. These naughty rabbits come with laugh-out-loud bad habits like farting, snotting, stomping and chomping, offering equal parts of cute and chaos. Fuzzy Wuzzy Onesies 6” plush consist of cute animals dressed in animal onesies with soft, fuzzy fabric and charming faces, ideal for cuddling, gifting and showing off on social.
Gaming culture meets the skull trend with the Skull Kapz 6” plush. From headphone-wearing gamers to sleepy napsters in their jammies, each Skull Kapz plush has spooky style and personality. Gothic Girlz 8” plush consists of kawaii-meets-goth plushies with expressive outfits and a scratch-to-reveal zodiac sign. Featuring bendy limbs that hang, perch or pose, the Limbz 12” plush is built for display, play and social content, and is perfect for shelves, bedrooms or TikTok cameos.
Innov8 creates strong relationships and provides real support to help its partners succeed, drive traffic and grow a dedicated following. All ranges are backed by full-scale support, including launch campaigns on TikTok, Instagram and YouTube; unboxings, teaser drops and character reveals; customised social posts that tag and support retailers; ready-to-use graphic assets and content kits; plus help with retailer exclusives and bespoke activations
Freak Marbles are a unique spin on the ever-popular traditional game that has long been a feature of playgrounds across the UK. Freak Marbles have characterised 360º decoration, trading points, epic gameplay and skins that convert them into figurines for imaginative play or display. In addition to the core range, rare freak marbles will also be available including sought after glow-in-the-dark, glitter jelly, silver and colour-changing Freak Marbles and the super rare Golden Golem. Freak Marbles come in blind bags to drive collectability as well as mesh bags which include three Freak Marbles. Each SKU comes in 12-piece CDUs, and each pack includes a collector’s guide.
The Eugy craft collectible craze shows no signs of slowing and fans are expected be delighted with the new characters coming up in 2025. New models to collect, create and keep include Kingfisher, Beaver, Capybara, Camel, Rooster and Manatee. Made from environmentally friendly, biodegradable card, children follow a simple number sequence to assemble their 3D Eugy figure with non-toxic glue.
StikBots are a fun choice in clickable collectability. The cult fidget toy collectible has an established UK fanbase, and the STEAM accredited brand remains one of Brainstorm’s most popular lines. StikBot Crazy Faces have just that; the quirky expressions feature on multi-coloured StikBots which come in three packs. There’s also a new metal pack for fans to collect. They can use the StikBot app to create stop-frame animations using green screen tech or simply collect as a fun fidget toy.
Paladone’s Backpack Buddies are the ultimate pocket-money collectible, bringing fun, fan-favourite licences in an addictive blind bag format. Popular series include Care Bears, Harry Potter and Hello Kitty, as well as Nintendo franchises like Super Mario and The Legend of Zelda. The timing couldn’t be better; with the highly anticipated Super Mario Bros. Movie sequel arriving in 2026, the Super Mario and Mario Kart Backpack Buddies are perfectly placed to capture the attention of fans. Combined with the recent success of the Switch 2 and the buzz around a new Zelda game and the 2027 film, demand for Hyrule-themed merchandise has never been stronger.
Harry Potter and Hello Kitty, on the other hand, need no introduction when it comes to sales; both remain evergreen favourites with enduring fan appeal. Hello Kitty remains the world’s second highest-grossing global media franchise, continuing to charm audiences with her cute, instantly recognisable design. Meanwhile, Harry Potter is enjoying a renaissance; with the new series announced for 2027, the Wizarding World will remain in the spotlight for years to come.
Paladone’s Harry Potter and Hello Kitty Backpack Buddies are ideal products for any savvy retailer.
Beyond the licences themselves, the collection delivers a character-led experience with the added thrill of discovering a surprise inside each blind bag, making the range a strong performer in retail spaces. Every series also features a rare ‘chaser’ character, from a glittery Hello Kitty to a golden Mario, encouraging collectors to complete the set. A new sensory line arrives this year with the Scented Backpack Buddies, taking the product to the next level by infusing each item with sweet fragrances.
One For Fun
www.oneforfun.com | sales@oneforfun.com
One For Fun features a lineup designed to cultivate impulse buys and build on its awardwinning portfolio of pocket money and playground winners. HGL as a brand has already brought many crazes to the market, including loom bands and fidget spinners, and this year is no exception with the phenomenal 3D Printed Dragon Egg. With over 50m views on TikTok, these captivating eggs contain an intricately designed, fully articulated dragon, making them perfect for fidgeting, collecting, or displaying.
Micro Fidgetz Wave 2 combines the mystery of blind bags with the collectability of a range of 25 additional Micro Fidgetz. Each round tub has a see-through panel at the top displaying one fidget toy. Underneath, another four toys are stacked in blind bags, waiting to be revealed.
Friendship bracelets have seen a revamp this year with the added top pop star push that has been lighting up social media. The Pick n Pop bracelets feature sensory-shaped silicone pads with beads, charms and crystals; there are hearts, bees, flowers, happy emoji and axolotl themed sets with more being added throughout the fourth quarter.
Food is another major trend, and HGL’s squishy, squeezable fidget burger and hot dog are best sellers, along with the Make Your Own Foodie slime and putty sets, available in pancake, ice cream, burger or pizza form. In squishy animals, Axolotls and Capybaras lead the way, although all sorts of squeezy, plush, stretchy and mochi versions are available.
Backed by Paladone’s strong pop culture heritage, these well-loved franchises deliver a satisfying unboxing experience that keeps customers coming back for more. Each product comes packaged in a shelf-ready CDU, available in both 12-piece and 24-piece formats for maximum retail flexibility. Retailers can also benefit from tailored CDU solutions including impactful in-store theatre, striking displays, licensor-approved online assets and bespoke packaging. Retailers can also access motion-activated displays and a full suite of POS materials, both digital and physical.
The award-winning Scrunchems range from Tobar encompasses all things foodie, including a bubble tea key chain, a squishy marshmallow and a cute dumpling. Sugar scrunchems welcomes new line extensions including kitties, bears, dolphins, unicorns and sausage dogs in multi sparkly colours; these are ideal to collect and swap.
One For Fun’s ASMR ball has been designed to trigger the Autonomous Sensory Meridian Response, which has been described as a brain massage. This 6cm ball is filled with beads that create satisfying sounds and textures as users squish it. Available in four bright colourways, it's perfect for sensory calm.
The Super Sensory Square is exclusive to HGL. Users can spin the square and push pop, twist and click. A new take on fidget spinners sees the liquid glitter fidget spinner make a sparkly debut. The new Sensory Squish Set is a great way to get 20 mini squishy playthings in one go, a perfect gift set of collectibles and ideal for party favours.
Toy vending machines are a massive playground craze, not just the machines themselves, but the toys they vend, which can be collected and swapped. HGL has a Sensory Surprise Vending Machine which dispenses six Mochis and six fidgets each in their own egg. Also available is the Slime Surprise Vending Machine, which dispenses eggs filled with different slimes, as well as the ultimate Scrunchems vending machine from Tobar, which contains 10 capsules each containing a super sensory squishy. The machine has a hole for refilling to surprise friends and collect favourites.
Playground Crazes & Pocket Money Collectibles
Moose Toys
01637 882 200 | www.moosetoys.com
Moose has built a legacy of trendsetting collectibles, and this season, it is back with bold new ranges that push boundaries, spark imaginations and guarantee playground buzz.
Leading the charge is Gui Gui, billed as the ultimate glow-up in slime. Inspired by beauty trends, Gui Gui takes sensory play to a whole new level with an ASMR+ experience packed into five simple steps. Users can reveal their scented slime, mix in their booster, glow it up with charms, find their surprise figurine and top it off with sparkle. With 13 scented slimes to createspanning Gloss, Clear, Butter and Cloud textures - plus the coveted Over the Rainbow limited edition, Gui Gui lets kids craft their own luxury slime experience.
The Amazing Digital Circus All Star Collection Mini Figures are inspired by the smash-hit animated series. These blind-boxed mini figures let fans hunt down 10 signature characters, including Caine, Pomni, Jax and more. Each figure brings the quirky charm of the show to life with vivid detailing and signature poses; perfect for collectors, traders and fans of the wildly imaginative series.
Moose is also growing the family fun with Little Live Pets Mama Surprise Families, the newest expansion in its ever-popular Mama Surprise range. The new range features the Mama’s House Pack and Adoption Pack, with over 80 micro-sized mums and pups to collect. Each discovery is packed with surprise babies, unique poses and exclusive accessories. From Huskies and Frenchies to Spaniels and Retrievers, the collection has been designed to be the ultimate animal lover mini collectible experience, with the chase for the Limited Edition Golden Retriever making it even more exciting.
For plush collectors, Cookeez Makery Yum Yumz Partylicious Pets offer over 30 scented plush pets hiding inside ice cream cones, including Common, Rare and Ultra Rare. Yum Yumz deliver joyful unboxing and irresistible collectability, and included in the range is the Limited Edition Butterfizz Rainbow.
Also part of Moose’s pocket money collectibles portfolio is the MrBeast Lab Hyper Fusion Swarms; with over 100 unique fusions and the hunt for the Limited-Edition Hyper Fusion Panther, collectible stickers and stackable Fusion Caps, this is the ultimate in collectibles. With exclusive MrBeast animated content coming in October, the play extends far beyond the playground.
Moose will be supporting these launches and connecting with kids everywhere, powered by 360-degree marketing campaigns, including large-scale festival activations, sampling, partnerships with top influencers, interactive gaming, digital campaigns, TV, VOD and always-on social support.
Craft Buddy continues to lead the way in affordable and collectible creativity with its expanding range of pocket-money crafting products, priced under £10. Perfectly timed for playground trends, seasonal gifting and collectible crazes, the end-of-year 2025 collection introduces a series of innovative Crystal Art launches alongside fan-favourites for all.
Crystal Art Mirror Buddies represents a striking evolution of the hugely popular Buddies line and is showcased in eye-catching premium packaging. Each design sits on a sleek mirrored plinth, elevating the finished creation into a display-worthy showpiece. With a larger 12cm format, Mirror Buddies promises a sparkle that captures attention at pocket money price points and are launching across top-tier licences, with characters such as Dobby, Spider-Man, Groot, Harry Potter, Stitch and Grogu.
The latest licensing addition is the festive Grinch Collection featuring a classic Buddie Kit, an XL Buddie Kit and a 3D Sparkling Scene Kit. Completing the line-up is a Merry Grinchmas Card and a How the Grinch Stole Christmas Scroll Kit.
Series 6 of the multi-award-winning Crystal Art Buddies Kits delivers a sparkling new wave of nostalgic favourites and fresh character additions including the launch of the Care Bears licensed range with a collectible trio (Funshine Bear, Grumpy Bear and Cheer Bear), plus the Grinch,. These are joined by seven new designs from Disney-Pixar (Lotso and Nick Wilde), Zootopia (Judy Hopps), Looney Tunes (Bugs Bunny and Daffy Duck) as well as the inimitable Tom & Jerry.
Standing at 25cm tall, with more crystals and extra sparkle, there are four new XL Crystal Art Buddies for this season, including a Grinch, Darth Vader, Superman and Spider-Man.
Craft Buddy is launching a brand-new Crystal Art Friendship Bracelet Set, pairing creative crafting with emotional connection. These twin-character sets celebrate iconic duos Stitch & Angel and Elsa & Anna, bringing a new twist to the ever-popular friendship bracelet trend and ideal for sharing with friends or as a birthday gift. This season also sees the return of the Crystal Art Hanging Buddies, an established festive favourite among young crafters. The line-up includes six new characters, including a Frosty Penguin, Gingerbread Man, Highland Cow, Merry Reindeer, Jolly Robin and Christmas Cat, all designed to either stand or be hung.
Alongside these fresh launches, the pocket-money line-up continues to benefit from earlier successes from the first six months of this year. These include the award-winning, innovative 2-in-1 Disney Crystal Art Pin Badge range featuring 15 highly collectible characters that can be displayed or worn.
The Harry Potter Crystal Art Sticker Album Starter Set offers an engaging blend of collectability and creativity, whilst the range of 20 Crystal Art Wildlife Buddies featuring an educational fact-filled EduCard in every kit, is perfect for screen-free edutainment.
Launched in early summer, the Crystal Art Junior range caters to ages 4+ with larger gems, easy-touse pens and five popular pre-school IPs, making the sets perfect for eager young crafters and creating a stunning bedroom or playroom display.
Bandai UK offers a wide range of pocket money collectibles across its portfolio, spanning popular licensed and owned IPs.
Littlest Pet Shop Series 4 hits retail this month with an extra 30 new bobbling head pets, making a total of over 120 to collect. As well as Blind Boxes, Pet Pairs and Surprise Plush, new for autumn are Black Light Pets - available in a blind bag, they glow vividly under ultra-violet light. Also new is the Sweet & Stylish Collection, which includes four food and fashion-themed sets, each with a deluxe pet and nine accessories, as well as collectible play and display packaging.
Following the successful launch of the first Tamagotchi collectible range, the second wave, Tamagotchi Play Time Collectibles, is based upon iconic Tamagotchi play features. Each mystery blind bag comes with a cute and funny 4cm figure, with six to collect in total, plus a stand, reusable case for display or storage, a sticker and a keychain. A key property in the Retro Toy Category, Series 2 of Good Luck Trolls includes 1” Collectible Mini Figurines featuring exclusive translucent shimmer trolls. There are 19 to collect, including 10 rare and one limited edition gold troll; plus eight 2” Troll Figures each with a unique belly gem and rub and reveal secret symbol.
In the Arts & Crafts category, Bandai introduces three new sets to its market-leading Original Rainbow Loom range. Each set comes with the innovative new Auto Loom, featuring patented technology which enables crafters to create bracelets four times faster. The new additions include the Cute-ique Fantastic Dreams Set with adorable Cute-ique charms; the Luxe-Style Bracelet Kit; and the sub-£5 Cutie Cubes, available in a CDU, with three themes to choose from. A popular playground game for over a century, and inspiring lots of social media content, Bandai has launched a new and innovative Yo-Yo onto the market. The high-speed Hyper Yo-Yo Accel Origin is equipped with a patented Accel System, making it easy to quickly learn new tricks, even for beginners. It comes in three cool colours.
Within Bandai’s Collector & Hobby portfolio, the highly-collectible, pocket-money priced Shokugan range brings to life beloved characters from across anime and gaming in limited-edition mini form. Hero lines for autumn 2025 include Kirby Friends character figures; the soft vinyl, bird and animal themed Tenori Friends; Super Mario Mascot Charms and Dragon Ball and One Piece Sofbits. The Ultimate Legends range of entry-level action figures is ideal for younger fans. Featuring popular anime and manga characters, the line-up of articulated figures includes Naruto, Demon Slayer and new for 2025, One Piece.
Magicbox
01293 222 500 | sales@magicbox-toys.co.uk
Magicbox UK brings collectible, action-packed fun with the second series of Piratix: Shark Treasures.
Following a fantastic launch season for Piratix, the IP that delivers collectability, pirates, action play and value by the cannon load, the latest treasures have landed, alongside six new webisodes of the micro series. The original six webisodes amassed 9m views on the Magicbox YouTube channel, and anticipation has been high for both the new content as well as the latest collectibles in the range. The Piratix Shark Treasures series has 70+ new collectible pirate figures to discover. These fun figures are available to find as affordable Mystery-Bagged One-Packs, each containing one figure with crystal effect accessories. Chase characters will be the golden captains, plus, there’s a new crew: The Abyssal Crew, captained by the ultra-rare Captain Big Jaws. Fans can recreate their favourite Piratix episodes with these pirate-themed figures. All-new Sea Speeders, Captain Packs and Secret Caves are also available at sub-£10 price points, with the collectible lines presenting a significant volume opportunity for Magicbox customers. According to internal studies conducted by the Magicbox team, higher collectible sales result in more play set sales, and there’s also a whole host of new vehicle and play sets on offer from Piratix this season.
Playground Crazes & Pocket Money Collectibles
Zuru
www.zurutoys.com | sales@zuru.com
Zuru’s pocket-money toy portfolio includes its award-winning Mini Brands and themed surprise collectibles, 5 Surprise.
Mini Brands continues to drive the miniature collectibles space. Launching earlier this year, Mini Brands Kawaii has been an immediate hit, and Zuru’s Mini Brands Create line expands in 2025 with Fill the Fridge and Disney Snacks. Inspired by the viral fridge restocking trend, Mini Brands Create Fill the Fridge lets collectors and fans create their own mini fridge collection and is comprised of a Fill the Fridge Playset with working UV light, Create Minis, magnets and more. Using the Mini Brands Fill the Fridge Capsules, enthusiasts can restock their mini fridge with even more detail and recognisable brands. Mini Brands Fill the Fridge Minis are the perfect addition to the Fill the Fridge play set, with over 80 collectibles to discover.
Mini Brands Create: Disney Snacks enables collectors to step into a world of wonder and craft tiny treats inspired by favourite Disney characters; from Mickey-shaped waffles to Elsainspired frosted delights. Each capsule includes one snack recipe to discover and enjoy, and there are nine unique recipes to create and collect.
First launching five years ago, Mini Brands is synonymous with creating mini versions of some of the world’s most iconic brands and has wide appeal amongst kidult audiences as well as providing pocket-money purchase options for younger collectors. On TikTok, the Mini Brands channel taps into trending themes and boasts over 2.3m followers and 56.3m likes.
Zuru’s impulse-purchase, surprise collectible brand, 5 Surprise, comprises key themes including Dino Mix & Match, A-Lot-A Axolotls, NBA Ballers, My Mini Baby and Mega Gross Minis.
5 Surprise My Mini Baby Series 2 has seen impressive sales performance, highlighting the brand’s growing reputation. With 15 unique babies to collect, the 5 Surprise My Mini Baby Series 2 collection has soft baby skin and the cutest features, making them realistic. Kids will enjoy unwrapping the surprise accessories that match each mini baby and a matching play set. While designed with children in mind, 5 Surprise My Mini Baby has struck a surprising chord with the growing kidult community by tapping into a wave of nostalgia and the ongoing mini collectibles craze.
Zuru’s Fuggler monster plush continues to grow its fanbase amongst all ages, and with core ranges and novelty lines all under £10, it’s perfectly placed for pocket money purchases. With its offbeat humour and growing social following, the Fuggler phenomenon continues to capture attention. The latest Fuggler keyrings bring all the brand’s trademark mischief into the playground in a more collectible format, with strong potential to tap into craze territory.
Clickeez is a gamer-focused collectible that combines the enduring fidget trend with the rising popularity of keycap collections. This range offers a uniquely engaging and tactile play experience, and covers entry through to giftable price points, along with themes and rare Clickeez to drive collectability.
Lavastorm consists of hypnotic magic liquid spinners that are filled with colourful liquid. Users simply spin them and watch the stormy magic appear in front of their eyes. Kids can battle with their friends or create their own fun challenges. The assortment is available in three vibrant colours and with a cool try-me function
The Eenie Teenies soft and squishy scented 1.5” characters move into Wave 3 with all new mini plush pals including Ziggy Zebra, Pattie Peacock and Buttercup Birdie.
Harry Potter Ooshies collectibles are now moving into the 13th series. Fans of the franchise can continue to collect well-loved characters from Professor McGonagall to Luna Lovegood in hallmark Ooshies styling. Collectors can look out for the lucrative limited edition Dumbledore in iridescent glitter.
Born To Play® is a registered trademark of Born To Play®. All rights reserved.
Across its L.O.L. Surprise!, Yummiland and MGA’s Miniverse brands, MGA Entertainment is offering a breadth of new products launching this season that reflect the latest trends in children’s and kidults’ evolving interests and play patterns.
Now in its ninth year, L.O.L Surprise! continues to dominate the collectibles market, and this season has launched its brand-new Eye Spy collection. This has already seen the new Tots range fly off the shelves, with more launching over the coming months and promising to offer even more surprises, mystery and curiosity. The launch of Eye Spy has been pivotal for the brand as it has taken playtime to another level by introducing educational yet fun elements into its play pattern - with children having to crack codes, discover and solve clues to enjoy play. The colour change element through water play has been another standout feature, adding more mystery to the unboxing and reveal process, and encouraging children to collect the full collection.
The brand shows no signs of slowing down, with the launch of bold new licence partnerships on the way, as MGA Entertainment brings in global franchises in family entertainment to the world of L.O.L Surprise!
Since its successful launch in 2024, Yummiland has fast become popular among kids who love to blend beauty with play. Designed to inspire creativity and self-expression, the brand is introducing even more characters to the lineup this autumn. The brand will expand its range with the launch of Series 3, this time introducing even more innovation with a new water play element as kids dip the dolls into water to reveal a colour change surprise.
Within the growing kidult sector, MGA’s Miniverse brand continues to expand its partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP) with a range of Back to Hogwarts collectibles in the second half of the year.
In addition, MGA recently announced a collaboration with Universal Products & Experiences for the new Jurassic Parkthemed MGA’s Miniverse Make It Mini Dinosaurs collection. Fans can step into the world of Jurassic Park to unbox, make, crack and display realistic baby dinosaur replicas. With 12 dinosaurs to discover, every unboxing is a surprise-filled adventure. There is more newness in the Harry Potter F25 collection and new licence partnerships which are opening the brand up into new fan areas, meaning more kidults can experience the joy of MGA’s Miniverse. With an RRP of £9.99, the collection reflects MGA Entertainment’s commitment to offering smaller and more affordable collectibles.
Funrise
01908 555 640 | www.funrise.com
Funrise is bringing stealthy silliness to playgrounds everywhere with the return of Fart Ninjas, the motion-activated collectibles craze for kids aged five and up. Packed with personality, ninja skills and 10 fart sound effects, these mischievous mini warriors deliver big laughs at a pocket-money-friendly price point.
Launching September 2025, the brand-new Series 11 introduces six characterful additions to the already collectible Fart Ninjas lineup. Kids can collect Phantom Fumes, Musty Puffer, Rank Ripper, Toxic General and more, all with their own unique ninja styling and signature sound profiles. Each three-inch figure is equipped with motion-activated sensors that let them strike when least expected. The Fart Ninjas series features durable figures with bold character designs and high-quality paint applications. Their compact size makes them great for backpacks, lunchboxes or classroom pranks, making them the ideal collectibles for schoolyard fun.
To support the latest series, Funrise is rolling out an integrated marketing campaign targeting both kids and parents. A full mix of digital media, YouTube shorts, TikTok and Instagram influencer partnerships and family-friendly content will drive brand awareness and demand. On top of that, impactful POS displays and eye-catching shelf-ready trays will help retailers create strong in-store presence.
Retailers can also take advantage of bundle opportunities for FSDU placements and seasonal promotions. With a low price point and strong appeal across both boys and girls, Fart Ninjas are a proven volume driver that deliver repeat purchases and high turnover.
Each figure comes in open-box packaging so kids can see exactly which ninja they’re collecting, making it easy for fans to hunt down their favourites and trade with friends. No blind bags and no duplicates; just fun, collectability and schoolyard status in every box. Whether they’re sneaking into a pencil case or waiting to strike from a locker shelf, Fart Ninjas are the ultimate prank-ready collectibles built for laughs and designed for surprise.
Since the launch of Series 1, Hamee’s Pusheen Squishy series has captured the hearts of fans of kawaii collectibles and tactile toys across Asia and North America, delivering a delightful blend of adorable design, premium quality and irresistible squishability. Now, with the anticipated EU market launch, European fans can finally get their hands on all seven enchanting series.
At the core of this collection is Pusheen, the globally loved, chubby grey tabby known for her expressive eyes, charming poses and endless appetite. Hamee’s collaboration with Pusheen has resulted in a squishy lineup that is both visually appealing and functionally superior. Whether it’s Pusheen lounging in a teacup, dressed as a unicorn, or topped with whipped cream in an ice cream cone, every squishy is a miniature masterpiece.
What makes the Hamee Pusheen Squishies stand out is their incredible texture. These squishies are engineered with an ultra-soft, satisfying material that compresses smoothly and rises back with a buttery resistance that keeps collectors and casual fans coming back for more. The attention to detail in both mould and paint application speaks to Hamee’s commitment to quality. Each squishy has a premium finish that resists peeling and holds up well to repeated use.
All seven series will be rolled out gradually across Europe, marking Hamee’s first full-scale entry into the EU market with this line. This is great news for collectors; the squishies will at last be readily available through official retailers and online channels, with full local support and EU-standard quality assurances.
Series 1–7 each offer a unique theme and an expanding cast of Pusheen and her pals. From tropical vacation vibes to cosy winter scenes, each release is curated to offer both seasonal charm and year-round appeal. With every new series, Hamee has raised the bar, refining textures, enhancing colours and introducing fresh, lovable designs.
Hamee believes it has delivered something truly special with this collection, and the brand’s expansion to Europe in 2025/2026 promises to bring joy, softness and the signature Pusheen charm to an entirely new audience.
Kayes of Cardiff is servicing a vast number of independent retailers throughout the United Kingdom with a wide selection of branded and pocket money toys through its sales network of company representatives and agents, along with the sales team based at its Cardiff HQ. The company has large showrooms and a very hospitable atmosphere that welcomes customers from all over the country.
In particular, Kayes is seeing massive demand for Mattel’s Hot Wheels of many variations, as well as Monster Trucks. September will also see the launch of the F1 racing team modelsall of which fall under the Pocket Money umbrella.
In addition, Kayes also offer lines from existing partners including Bruder, Britains, Ravensburger, Brio, Falcon, Jumbo, Halilit, Lamaze, Tomy, Winning Moves, Basic Fun, John Adams and Casdon. Characters such as Thomas the Tank Engine, Peppa Pig, Sooty, Hey Duggee, Disney Princess, Gruffalo, Harry Potter, Paw Patrol, Bluey and Peter Rabbit all form part of the comprehensive licensed line-up offered by the team.
The company specialises in servicing the independent sector; as well as toy shops, this includes garden centres, visitor attractions, chemists and book shops, giving retailers of all categories the opportunity of accessing an extensive selection of major brands in small quantities as required, all at competitive prices. In addition, Kayes has vast experience in supplying Christmas grottos of all sizes and catering for a variety of parameters required, making it an ideal choice for both returning and new customers.
Retailers are invited to get in touch with the sales team on the above details to find out more.
In EU5, Funko Bitty Pop! is the #3 brand in Action Figures collectibles subclass in value sales in YTD June 25. With a +46% growth vs. year ago, it is the #5 gaining brand, adding an additional €2.1M of sales in the subclasses in 6 months. Bitty Pop! sales were up double digits in all EU5 countries, and more than doubled in Germany in YTD June 25 vs. 24.*
Playground Crazes & Pocket Money Collectibles
Character Options
0161 633 9800 | sales@charactergroup.plc.uk
Character Options’ autumn/winter 2025 portfolio is packed with collectible pocket money crazes.
Sticki Rolls, the wearable, sharable sticker brand, which was selected as one of 2024’s Christmas DreamToys, remains a playground craze this autumn/ winter. Fresh for this season is an all-new Series 2 that brings with it 1,200 brand-new stickers to discover and collect. Fans of the wearable sticker brand can collect a fresh Series 2 Sticki Band, with a bracelet and 70 stickers, and a Series 2 Sticki Book and Sticki Station, as well as a brand new Sticki Pendant pack, complete with a cute character pendant and Sticki Band.
Coming in autumn, the Sticki Rolls Sticki Rolluxe is the ultimate way to organise and showcase Sticki Rolls sticker collections and comes jam-packed with Sticki Rolls content. There are 50 Sticki Rolls, each containing 10 unique, Kawaii-themed designs, meaning kids will have 500 stickers to pull, twist and stick to their favourite accessories for the ultimate customisation. Also included are three Jumbo stickies and a host of jewellery accessories, all contained within a cool cylindrical carry case.
Mushmeez is a super-tactile new range of Taba squishies. These on-trend, layered Squishies have a uniquely soft and slightly sticky texture. They are available in a choice of sweet treats and fast-food themes, like Hot Dog, Burger, Cinnamon Bun, Doughnut and more.
Another new IP that taps into the thirst for all things cute in the cosmetics aisle, Stuffs lip balm-shaped packs each come with an adorable mystery plushie, with a handy little pocket containing a deliciously scented lip balm. There’s even a lip balm holder which users can attach to a phone or notepad.
Jigglets is a brand of innovative 3D-printed fidget toys that are fun to play with and are quickly becoming a playground craze.
Jigglets are 3D-printed, giving each one a unique texture and precision that stands out. The toy’s compact ‘jiggly’ design makes it perfect for fidgeting, but what really sets Jigglets apart is their collectible nature. With themes ranging from Dive Into The Deep and Imaginarium to Walk around the Farm and seasonal delights such as the Box of Tricks, there’s a Jigglet for every personality. Kids love trading them, comparing their favourites and hunting for rare, limited-edition designs with their pocket money spends.
In a world where kids (and adults) are constantly seeking stress relief, Jigglets provide a calming, engaging sensory experience. The range also thrives on collectability and trading, as kids love showing off their rarest finds and swapping duplicates with friends.
With new themes and seasonal releases, Jigglets offers endless variety to keep the category fresh and drive repeat purchases. Being 3D-printed means Jigglets can be made with less waste than traditional injection-moulded toys, appealing to environmentally aware families.
As more kids discover Jigglets, the brand’s popularity is spreading through schoolyards, with play value, collectability, pocket money value and sensory appeal all combining to make it a standout in the world of fidget toys. Jigglets is proof that the best toys are often the simplest, fun to touch, exciting to collect and impossible to put down. Whether users are a fidget fanatic, a collector at heart, or just looking for the next big trend, Jigglets are the tiny toys with massive appeal.
Playground Crazes & Pocket Money Collectibles
Wow! Stuff
01902 390 428 | www.wowstuff.com
Demonstrating how innovation can thrive at every price point, and combining classic play patterns with blockbuster licences, Wow! Stuff’s new WWE Championship Title Slap Bands offer a new take on the retro slap band craze.
Since hitting the UK market this summer, Wow! Stuff reports that the line is delivering exceptional sell-through at retail. The blind bagged collectibles, featuring nine highly detailed WWE Championship Titles, are available at a sub-£5 SRP, making the collection an affordable entry price-point for younger fans, and perfect for playground swap potential.
Season 1 is already captivating collectors with its mix of WWE Championship Titles, including the highly sought after rare Undisputed WWE Championship and the ultra-elusive super rare Undertaker Legacy Title. Collectability hit viral heights in the US, with the hunt for the bands exploding on TikTok and fans buying full CDUs in-store.
Wow! Stuff is gearing up for the Q3 release of Season 2, which will introduce stand-out belts including the John Cena US Championship Spinner and the super rare Roman Reigns 1,316 Day Record Signature Series Title. Season 3 is already in development for a 2026 launch, reinforcing Wow! Stuff’s long-term commitment to refreshing the line with content to deliver collectibles that fans love.
Wow! Stuff brings WWE’s favourite personalities to children’s fingertips with its WWE Thumb Wars Superstars surprise collectibles. With 9 Thumb War head characters to discover and collect in wave 1, including the rare Logan Paul and super-rare The Rock Superstar, children can create their own WrestleMania-style thumb battles. Fans simply pop the character head onto a thumb and it's game on - a format perfect for pocket money purchases, playground play and high swap value.
Having recently levelled up its innovative Nano Pods Range with new additions and blockbuster IP launches, Wow! Stuff’s innovative, connectable collectibles include extensions to its fan-favourite superheroes and iconic character brands. Three major collections have been unveiled for the highly popular Disney Stitch, Disney Princess and Marvel’s Spider-Man SpiderVerse ranges. Available in blind foil bag packaging, each line features 12+ unique, hexagonal Nano Pods containing a miniature stylised character and super-rare chase figures to drive repeat purchases. Designed for display and play, Nano Pods slot together in endless configurations for children to connect their collections and create patterns of their choice.
As double TOTY (Toy of the Year) winners, Wow! Stuff continues to push boundaries by applying world-class licences to simple yet engaging formats. The WWE Championship Title Slap Bands, Thumb Wars and Nano Pods collections are testament to how innovation, detail, global franchises and affordability can come together to create collecting crazes.
More big things are in-store for Disney Stitch this season with Just Play’s master toy collection. Among the movie range are collectibles in a range of new formats. The Disney Stitch Squish-A-Stitch Blind Figure Capsules bring fans seven stylised, glittery renderings of Stitch, including a silver chase figure.
The Disney Stitch Swirl-a-Stitch Clip-On Figures will add a dash of interstellar flair to backpacks, purses, keychains, or more. There are six bead and glitter-filled figures to find. Perfect for kids and collectors alike, the blind-boxed Disney Stitch Live-Action Movie Time Collectible Figures each capture an iconic movie moment, with seven to connect and collect.
Arriving in autumn/winter, the Disney Doorables Let’s Party range features favourite Disney characters dressed in six different party themes. There are 60 figures to find across the series, including six special edition chase figures. These have special features, like a colour change or bobblehead. Disney Doorables Costume Cuties are a new trend item that allows collectors to enjoy dressing the characters and customising their wardrobe with included stickers.
Knotz Animals lets crafters make 1 of 12 uniquely styled plushie toys from bendable faux fur stems and accessories. Knotz brings together the tactile satisfaction of DIY in an easy-todo, mess-free format that results in cute, quirky, personality-packed characters.
Original Slinky – the classic metal toy that walks downstairs, alone or in pairs - turns 80 this year, and retains its title of one of the hottest pocket money toys, with its fun, repeat play pattern.
Just Play’s Duckalooz brand includes Disney Duckalooz – super-cute, stylised ducks based on characters from Disney and Pixar stories. There’s also Warner Bros. DC Duckalooz inspired by DC Superheroes stories.
Brand Profile
Tubbz (Rubber Road)
Time to get quacking?
Ben Grant, co-founder of Rubber Road, tells us more about the Tubbz brand of cosplaying ducks and the opportunities the extensive brand presents for retailers.
2025 is on track to be the biggest year yet for Tubbz, which has over 400 characters in its line-up so far, paying tribute to some of the most iconic characters from the world of pop culture. Working with licensing partners which include Universal, Warner Bros, Sega, Paramount, Bethesda, Amazon MGM and Mojang, Ben tells us growth in the UK is accelerating fast
With kids returning to school this month, what role does the pocket money and collectibles category play in the Back-toSchool experience?
The Back-to-School opportunity keeps on growing; there’s so much more to it than stocking up the pencil case. As well as stationery, uniform and sports items, children going back to school love to share their summer news and show off toys they’ve bought in the holidays. Considered licence-focused merchandising at this time can lead to incremental pocket money sales, for example, Minecraft Mini Tubbz don’t look out of place sitting alongside Minecraft stationery, school bags etc.
Are there still opportunities for growth within the Playground Crazes and Pocket Money category?
Collectibles are taking over the pocket money category, and there is still plenty of mileage. Where Tubbz succeeds is having relevant licences that kids love alongside exceptional detail; these impressive character replicas are really capturing young imaginations. Mini Tubbz has just landed in pocket money aisles at The Entertainer and Tesco, the perfect home for these duck icons, and we’re excited to see the reaction.
What are your bestsellers this year?
Recently, we’ve launched Mini Tubbz characters to coincide with the movie release dates of major blockbusters like How To Train Your Dragon, Jurassic World and Superman, which has allowed us to capitalise on the movie hype. This worked brilliantly for Minecraft in the spring, with our retail partners reporting impressive sales leading to re-orders. With Wicked: Back for Good coming in November, we look forward to repeating the success we had with our Wicked Tubbz when the first movie launched last year.
How do you keep your ranges fresh and exciting, and customers engaged?
Tubbz is an evolving brand. We started with First Editions, aimed at collectors and fans of nostalgia brands such as Ghostbusters, Back to the Future and Jaws. These were limited editions, and once they were gone, that was it; these larger ducks at a high price point created a FOMO effect. We went on to secure more current licences such as Minions, Jurassic Park, Minecraft and DC Comics; as these appeal to children, it made sense to look at another audience and category, so we launched Mini Tubbz. These have the same high level of detail but are smaller and at a lower price point to tap into the pocket money category. This range has been a game changer for the business. We keep Mini Tubbz fresh and relevant by continually introducing new licences and characters that kids love. This means they can add to and grow their collections. For example, Minecraft Tubbz started with Creeper and Steve, then we added Skeleton, and more characters are on the way preChristmas.
In 2026, something new is coming that will significantly boost our presence in pocket-money collectibles. A ducky twist on Mini Tubbz, these are super quirky, fun and eyecatching with an air of mystery – retailers should watch this space.
Social media can play a huge part in creating trends - how do you use it to promote your products?
We want to reach both children and parents, and work with influencers to drive engagement. Tubbz are pure fun, so we love seeing the quirky content that is created. We also leverage our licence and retail partners’ channels to reach movie and gaming fans and retail customers. Once product is on shelf, we do everything we can to make sure consumers know about it, so collaborating with our partners’ channels is key.
Does current consumer sentiment present an opportunity to highlight lower-priced toys and stocking fillers as budget-friendly options?
Absolutely! Conversations with our retail partners have cemented our view that Mini Tubbz is a volume opportunity and spot on for stocking fillers. This Christmas, we will be introducing characters from Wicked, How to Train Your Dragon, Minecraft, Sonic the Hedgehog and Jurassic Park to name a few. Dinosaurs are big business and our hybrid rubber duck/dinos are a proven winner. The Grinch is one of our top sellers all year round, so we’re sure he can steal Christmas.
Which single new launch are you most excited about?
This year, How to Train Your Dragon has been an enormous success with retailers re-ordering for Q4. To fast forward to 2026, we can’t wait to reveal our new concept in collectibles which is going to take Tubbz to another level. This is a logical next step, and we can’t wait to see where it takes us.
Viewpoint Why TikTok could be the new Amazon for toys
Asha Bhalsod
Asha Bhalsod has over 10 years of eCommerce account management experience and now runs Etopia Consultancy, helping brands create their eCommerce strategy and grow their Amazon business. She can be contacted on asha@etopiaconsultancy.com
10 years ago, many brands dismissed Amazon. “Our customers don’t buy toys online,” they said. Fastforward to today and Amazon dominates and outpaces nearly every other retailer of toys. In 2025, we’re seeing a similar pattern playing itself out again, but this time with TikTok. If you’re downplaying the role of TikTok, you may be setting yourself up for the same painful lesson.
In 2015, Amazon was, for most toy brands, a misunderstood channel, often treated like a digital stockroom, not a strategic battleground. There were no Amazon-first teams, no agencies with any real clue, so most brands shrugged and moved on. Then, seemingly overnight, Amazon flipped the script. The winners were the ones who jumped early, learned quickly and owned their category, while the rest of the industry was still debating channel conflict. Here’s a lesson that some toy brands learnt the hard way: ignore the next big thing at your peril.
Scroll TikTok for five minutes and you’ll see what today’s toy brands are potentially missing. TikTok isn’t just a place where teens dance and pets wear sunglasses. It’s a global megaphone, turning niche toys into must-haves overnight. Rather than relying on TV ads or glossy retail displays to drive buzz, if you want to win the hearts (and wallets) of Gen Alpha and their parents, TikTok is a great place to start. TikTok in 2025 feels exactly like Amazon in 2015: not yet oversaturated, still full of organic opportunities and driven by content that can explode overnight. The algorithm isn’t stitched up by the biggest spenders - yet. Great ideas still go viral because they’re genuinely engaging, not because someone paid six figures in ad spend. Fidget toys are a perfect example. They’d been around for years, but it took one viral TikTok trend – kids and parents popping the silicone bubbles – for the entire category to blow up. The hashtag #popit sailed past 2.5b views. Within weeks, Amazon sellers couldn’t keep them in stock, and a new fidget toy craze was born.
Here’s the point that so many toy brands might miss: TikTok isn’t another retailer. It’s where culture is set and product hype is born. The magic lies in its ability to create massive, fastmoving trends, without the endless product clutter you see on Amazon’s search pages. If you think this is just a toy thing, take the Stanley Quencher Tumbler, a stainless-steel water bottle that’s become a popular fashion accessory, all thanks to TikTok. Clips of fans unboxing or personalising their tumblers sent sales soaring; retailers had waiting lists. Stanley didn’t plan for TikTok to take off, it happened because real people made it happen, and brands caught flat-footed were left scrambling to catch up.
So why do so many toy brands hesitate? Because the playbook isn’t written. TikTok can feel wild, weird and a bit out of control, but here’s the truth: the brands who waited for a perfect Amazon playbook in 2015 are still playing catch-up. If you’re waiting for a social commerce handbook from HQ, you’ll be watching your competitors sprint ahead.
Here’s what doesn’t work:
• Giving TikTok to the intern as a side project.
• Posting TV ads or catalogue shots and expecting virality.
• Waiting for a competitor’s success before you try anything new.
Instead, here’s how to get ahead on TikTok - without burning your budget:
• Lean in early: If you’re reading this and thinking: “Maybe next year” - don’t. The clock is ticking and TikTok’s window for easy organic wins won’t last forever. Start experimenting now, while the cost of entry is low and the algorithm is still friendly.
• Ditch the corporate playbook: TikTok is allergic to salesy, polished brand videos. The best content is creative, playful and made for the feed, not the boardroom. Let your brand’s personality show, be willing to look silly, be bold and embrace
user-generated content.
• Find and fuel micro-trends: Monitor what’s trending in your category. Is there a sound or meme format that fits your toy? Jump in, fast. The speed of TikTok culture is brutal. Blink and you’ll miss the moment.
• Partner with real creators: Not every influencer needs a blue tick. Look for creators who genuinely love toys and engage with families. Their audiences are your future customers.
• Connect TikTok directly to Amazon: Make it seamless for parents to buy once their kids are obsessed. Optimise your Amazon listings for search terms trending on TikTok. Build out your storefront with the content and language customers are seeing on social.
Amazon isn’t going away. If anything, it’s cementing its place as the world’s toy checkout counter. But the battle for attention, the real discovery moment, is moving upstream to TikTok.
So, what’s changing for Amazon sellers? There’s more noise, and with thousands of new toy brands launching every year, standing out is harder than ever. The algorithmic advantage is shrinking; as Amazon’s marketplace matures, the cost to compete grows. TikTok offers a new way in, if you act now. And social proof matters. Toys that trend on TikTok shoot up Amazon’s rankings. Social buzz and sales velocity now go hand in hand.
If Amazon taught us anything, it’s this: the early movers win and the followers pay a premium, forever. TikTok is the new frontier for toy brands; it’s where kids fall in love with products and parents make the purchase. Wait around, and you’ll be buried by those who didn’t. Social commerce isn’t coming. It’s here. Get ahead of the curve, test boldly and make TikTok the new engine behind your Amazon success. Because in 2035, nobody wants to be the brand that said: “We thought TikTok was just for dances.”
BabyAnnabell43cmdolls ZapfCreation
0800 521 558 | www.mgae.com
Baby Annabell has unveiled the refreshed Baby Annabell collection, thoughtfully designed to inspire nurturing, imaginative role play in little ones. Tailored for children aged three and up, the updated range features new accessories and a fresh new look for the much-loved Baby Annabell 43cm dolls.
A favourite across generations, the Baby Annabell 43cm, Alexander 43cm and Leah 43cm now come dressed in soft, pastel-coloured rompers in hues of pink, blue and cream. This subtle, stylish update reflects present day’s trend for neutral tones, making these dolls an ideal addition to any modern home and a favourite for parents who value both play and aesthetics.
While their outfits may have had a makeover, these lifelike dolls still feature the realistic baby functions that children adore – from moving mouths and baby sounds during feeding time, to gentle snoozing noises at bedtime and joyful babbles and giggles during play. The ever-popular gym mode adds an extra layer of fun, with happy sounds triggered by lifting their legs or changing their nappies.
To make playtime even more special, each doll now comes with a brand-new cuddly blanket featuring a teething ring, as well as a selection of accessories, including a bottle, dummy, bracelet and sticker sheet.
Micro Scooters has launched its most exciting innovation yet. The Rock & Go is the world’s first rocker-to-scooter hybrid designed to support children’s movement from 12 months to five years.
This 6-in-1 product starts life as a stable ride-on rocker, helping 12-month-olds develop balance, core strength and coordination. As they grow, it transforms in various stages and ultimately becomes the multi-award-winning Mini Micro scooter, complete with light-up wheels and a signature smooth ride. With no tools and no faff, it’s just one product that adapts as they do.
The Rock & Go sits at the heart of Micro’s wider Movement Project, a long-term initiative to support early years development through movement and play. The brand worked closely with parents and child development experts to create something that’s not just fun, but genuinely beneficial.
With gifting season approaching, the Rock & Go offers toy retailers a standout option in the 12 months+ category, something that combines longevity, style and developmental value in one hero product.
Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Carrera Revell, Celestron, Eolo Toys, Marvins Magic, MGA, Micro Scooters & Zapf Creation.
The ZipString is a viral sensation that started in the US back in 2020. Created by an American college student for his final project, it has gained massive popularity across social media with over 1m sold and over 300m views online. Since then, it has become a part of the Marvin’s Distribution (a trading division of Marvin’s Magic) portfolio. It has been launched at demonstration sites like Hamleys, Harrods and the Science Museum, and is already a big hit with consumers in the UK.
This year has seen the brand’s latest rendition hitting shelves – the ZipString Luma. This has the same string shooter and different sized strings as the original, but now with a glow-in-the-dark twist. It comes with a UV light attached to charge the glow-in-the-dark strings, so users can simply launch the string to see its light-up effect in action. It is USB rechargeable, and no batteries are required. It is designed for ages four and up with help from adults, and for eight and up to use alone.
The ZipString Luma packaging encourages shoppers to test the product in-store. Customers can also scan a handy QR code on the box to learn more about the product.
There is a wealth of user-generated ZipString content across social media, including on TikTok and Instagram, showing off the variety of tricks that can be performed. If a consumer comes up with a new trick, they can send a video to the team at ZipString, and it will be named after them and uploaded onto ZipString’s socials. Famous tricks include the Bow and Arrow, the Corkscrew, the Step Through and the Portal. All these tricks can be learned by scanning the QR code.
The ZipString Luma is selling out fast and stock is limited.
0800 521 558 | www.mgae.com
Mini collectibles brand MGA’s Miniverse is continuing to expand its partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP) in the second half of the year. Following the success of previous lines, MGA’s Miniverse is taking fans on a spellbinding journey with the enchanting new Make It Mini Back to Hogwarts collection, which is perfect for Harry Potter lovers and crafty collectors alike.
Whether it’s crafting a mini-Nimbus 2000, a Gryffindor scarf or even a Quidditch set, kidults can dive into the wizarding world like never before. With 12 magical mini replicas to collect, each surprise ball is packed with realistic, tiny supplies and accessories inspired by the beloved Harry Potter films.
Inside each ball, fans will discover everything they need to unbox, make, set and display their mini replica. Each creation comes with an instruction card and collector's guide, making the experience as interactive as it is imaginative. More creative than ever, this collection offers multiple play patterns, from UV gel crafting and miniature potting challenges to weaving house scarves, ensuring there's a magical activity for every kind of fan. From Harry’s iconic glasses to potting soil for baby mandrakes, every surprise comes with charming accessories, and the packaging also transforms into a mini Hogwarts classroom scene.
With an RRP of £9.99, the price is representative of MGA Entertainment’s commitment to providing smaller, more affordable collectibles with added value to ensure everyone can experience the magic of Make It Mini Back to Hogwarts and the world of Harry Potter.
CarreraHybrid Carrera Revell
Carrera’s new Hybrid 1:50 scale race system offers the ideal combination of gaming action and real racing fun, combining both the physical and digital worlds. At the heart of the system is an adjustable AI-supported interface that takes new racers though the learning process with a training programme, and can be tailored as driving experience grows.
Launching this month throughout the UK, Carrera Hybrid marks a new evolution in race action for a digitally savvy audience of 12 years and up. Although users drive on a physical surface, this is no ordinary racetrack. Using the system’s AI to interface with the included Hybrid cars, there are no slots, so overtaking is possible at any point. The track itself is wider, so it allows up to 16 Hybrid cars to take part in a single organised race. There are no physical crash barriers, and the virtual barrier sensitivity is set via the AI. It’s stronger for beginners (cars won’t leave the track but can be slowed down through virtual impact) or weaker for more experienced drivers where driving skill allows them to maximise lap times without crashing out, taking the racing line and the win.
Hybrid track is modular in design, can be re-configured for different layouts and assembles in minutes using a clever clip system, disassembling just as quickly for compact storage. A standard 6.09m length track can be expanded using Hybrid Track Packs, and special track sections including a narrowing chicane and hairpin curves will launch later this year.
The cars are controlled using a free iOS/Android app via smart devices. Carrera Hybrid race cars feature working LED lights and app-generated, vehicle-specific authentic sounds. There’s individually set tyre types, gearing, brakes and much more to best suit different track layouts as users progress from Rookie to Legend.
Users can store their growing race car collection and track elements in a virtual garage, allowing quick tuning adjustments and the option to design track layouts in advance using the sections the system’s AI knows they already have, then name and store each layout for later use.
The range launches with officially licensed replicas of the Porsche 911 GT3 R, quickly followed by separately available, multiple liveried versions of the Porsche, Ford Mustang GT3 and BMW M4 GT3, allowing players to quickly grow their collection with these highly detailed replicas.
As part of its commitment to breakthrough innovation and trenddriven design, Eolo Toys has revealed Beep Boop, a next-gen interactive toy redefining virtual pet play for today’s screen-lite, emotionally aware kids. Co-developed with entertainment studio Toikido, Beep Boop combines tactile fun, digital interaction and kawaiiinspired aesthetics to capture the hearts of Gen Alpha.
Backed by data from Circana showing continued growth in the interactive pets and electronics segment, Beep Boop responds directly to what modern kids want: a toy that’s expressive, engaging and collectible, without being screen dominant.
Each Beep Boop includes one of four lead characters from the upcoming animated series and features a full-colour digital screen, 100+ unique sounds and animations and a set of multiple mini-games that help kids attend to their pet’s needs, reinforcing positive behaviour and light cognitive stimulation through play. The interaction loop is rich, rewarding and crafted for replayability. The experience extends with a dedicated mobile app, where kids can redeem toy-included codes to unlock extra digital rewards, outfits and surprises, bridging physical and digital play in a smart, sustainable way.
A standout feature of Beep Boop is its acappella mode. When two or more characters are placed together, they recognise each other and perform a synchronised musical routine, encouraging social and group-based play. With its built-in clip, Beep Boop is designed to travel with kids wherever they go, adding an element of personal expression to everyday life. Beep Boop’s bold colours, kawaii styling and pocket-sized shape make it as much of a lifestyle accessory as it is a toy. From bedrooms to backpacks, it’s made to fit seamlessly into kids’ worlds.
Supporting the launch is a 360-degree content strategy, including a brand-new animated YouTube series debuting this September and a Roblox integration where kids can explore the Beep Boop universe through immersive storytelling and play.
MoonMissionTelescopes
cswift@celestron.com
Celestron, a trusted name in amateur astronomy for over 60 years, has unveiled its new Moon Mission telescope range, designed to ignite curiosity and bring the wonders of the Moon closer than ever. Available now, this collection is ideal for beginners and families, with peak demand expected in the run-up to the festive season.
Inspired by space exploration and Earth’s lunar neighbour, the Moon Mission range features a bold, space station-inspired design that’s sure to capture imaginations. Each model is easy to set up and use, making them ideal for first-time astronomers. The range includes three models, all equipped with a Moon map poster and a Moon filter to enhance lunar detail and contrast. Each model has full-colour descriptive retail packaging which can sell unaided from shelf.
Moon Mission Travel Scope 60 and 70 are lightweight and portable, and both include a tripod and custom backpack. The 70mm model offers 37% brighter views than the 60mm. These scopes double as daytime spotting scopes for nature and landscape viewing. Moon Mission Tabletop Dobsonian 100 is a compact Dobsonian-style telescope that delivers the brightest views in the range. Pre-assembled and simple to use, it’s ideal for younger users and makes a stylish display piece when not in use.
All models include a free download of Starry Night software for PC/Mac; a powerful planetarium tool with detailed celestial information. Users can also explore the skies with the Celestron SkyPortal app, available as a free download on iOS and Android. For more details or to place an order, contact Chris Swift at the details above. Toymaster members can refer to TIMS for more information and order forms.
Segundo to none
Publisher John Baulch looks at what to expect from the forthcoming LA Toy Preview trip.
Over the coming weeks, a significant number of suppliers, retailers and distributors from across the global toy community will be heading to LA – or more precisely, to El Segundo, a modest city in Los Angeles County which is rapidly becoming an international toy hub. Home to the head offices of numerous leading USbased toy businesses – including Mattel, MGA, Moose, Jazwares, Zuru and more – a veritable circus has grown up around the trip traditionally undertaken by a select group of major retailers to visit those companies headquartered there.
What was once a focused event based on visiting a handful of toy companies has now expanded to include four separate nearby buildings, housing hundreds of permanent or temporary toy company showrooms. Over the following pages we speak to Jonathan Busher and John Ollen, who have led the charge to establish showroom locations such as the 1960 Building, and also to the Toy Association’s Kimberly Carcone, about their respective buildings’ plans for forthcoming trip.
There was a minor blip at the end of April, when the LA Spring Preview week was all but decimated by the uncertainty surrounding President Trump’s tariff strategy. I was sent footage at the time of painfully empty courtyards outside the toy buildings, with many potential visitors clearly put off by the lack of clarity around tariff implementation.
Thankfully, while the tariff situation is still not fully resolved, there is at least some respite, after the USA and China extended the current trade truce for a further 90 days. That hiatus has given breathing space for the global toy community to have the confidence to meet in LA and start planning for autumn winter ’26.
The general consensus is that there will be more companies exhibiting than ever before, while a healthy number of retailers and distributors are expected to be in attendance – arguably more than have ever travelled to LA in September in previous years. It will be a whirlwind couple of weeks, with most American retailers expected to travel during 8th-12th of September, with most international visitors expected to be in attendance the
El Segundo Toy District
following week (15th-19th). However, there are no rules to the LA Fall Toy Preview – some international retailers will go out early, seeking to gain a competitive advantage by being the first to view new launches, while I suspect some American retailers may need a little longer, given the sheer volume of toy companies now exhibiting.
Over the following pages, we’re delighted to bring you a sneak peek at some of the companies and brands which will be showcasing their new ranges in LA this September. Much of what will be on display is inevitably still marked ‘highly confidential’, but a huge thank you to those companies that were happy to share some of their new developments and create a sense of excitement and anticipation ahead of the event.
We’ll also be bringing you the latest news and gossip from LA over the course of September – or, at least, the news we’re allowed to share. Much more will no doubt be revealed in the fullness of time, but if you want to see the potential direction of travel that the toy market will be taking next year, LA is turning into the place to do just that.
Q&A Toy Previews LA
California dreaming
Do you expect more companies to be taking showrooms in El Segundo this September?
Jonathan: The www.toypreviews.la website currently has over 200 companies listed as Exhibitors and more are registering every day. These registrations don’t include those companies located at the Toy Association Building, and my estimate is that there will be more than 300 companies showcasing their products in LA during September, which is a significant increase compared to 2024, when it was just under 200 companies. Another indicator of the growth is the number of people registered to attend the Toy Association building opening on 8th September and the 1960 Networking Party on 16th - at least 300 people are expected at each event.
Any feel for attendance from retailers and distributors; will there be a similar number or more? Do you think they will come for longer or a similar length of time?
Jonathan: I can only talk about our meeting schedule at Spider Global, and this is already at more than 90 distributors and retailers across the main two weeks of the show. There are certainly many more people visiting this year and, as we get closer to the trip, I am sure FOMO will have an influence, and the numbers will grow further.
John: The number of international firms currently booked in the buildings I look after - 1960 on Grand, OPEN and 400 Continental - make up approximately half of the firms represented. Spanish and Chinese firms have had the largest growth over the last 18 months
Jonathan: Apart from US visitors, Europeans were the first adopters to attend LA in September, and we are now seeing many more from Asia and South America in particular.
How do you see the tariff situation impacting this year’s event (presumably the news of a further 90 day extension will be a big help)?
Jonathan: While tariffs are a major consideration for all companies looking to sell to the USA, for many non-USfocused companies - who make up a significant proportion of the people coming to LA - the opportunity to meet customers is overwhelmingly positive, and I see an exciting September as the toy industry comes together looking for every possible route to do business
How is the team behind the 1960 Building helping to support the toy community during Preview weeks?
John: Over the last several years we have honed our approach regarding permanent showrooms, constructing spaces that are the right size and which reflect the needs of firms looking for a showroom. Although it is a lot of work, we continue to offer temporary showrooms to firms so they can establish a presence in El Segundo and participate in the Previews. The great majority of our permanent tenants are firms which leased temporary space with us at one time. It’s a logical progression.
Anything else we should share with our readers…
John: One of the things that gets lost in the conversation about El Segundo is its location. The residential section of the city is quaint, yet it hosts multiple Fortune 500 firms in the designated business zone, where the El Segundo Toy District resides. There are numerous restaurants and other entertainment venues not only in El Segundo, but in the neighboring communities of Hermosa Beach, Manhattan Beach and Marina del Rey. The weather, especially in April
Toy World spoke to Jonathan Busher and John Ollen – the two men credited with establishing the 1960 Building and other showroom locations in El Segundo –to hear how this year’s LA Preview trip is shaping up.
and September, is some of the best that southern California has to offer. There are over 5,000 rooms within a 5-mile radius of the Toy District, while Los Angeles International Airport is only a 5-minute Uber ride away. One of the comments I hear constantly is how much people enjoy their stay here. I’m a long-term resident of El Segundo and I consider myself very lucky to live here.
Jonathan: There has been a lot of financial investment and effort from many companies to build a permanent home for the worldwide toy industry in El Segundo. With the support that is already evident, I am sure it will be our home for many years to come. If you’re not coming, you are missing out on something very special.
John Ollen
Jonathan Busher
Outstanding value, everyday toys inspiring hundreds of ways to play every day
Trusted early years preschool toys encouraging learning through play
Curated portfolio of evergreen classics and on-trend toy licenses
The Toy Association builds a presence in El Segundo
Toy World spoke to Kimberly Carcone, executive vice president, Global Experiences, The Toy Association, about the Association’s new Toy Building in LA.
How is this year’s Fall Toy Preview event shaping up?
A number of permanent tenants at The Toy Association’s Toy Building at 101 Continental Boulevard, including Crayola, Funko and Hasbro, have already begun moving in, and you can really feel the momentum. Companies are excited and anticipating their meetings coming up this month, and then, of course, during the September LA Fall Preview Market Weeks.
Despite the current tariff policy - and the market uncertainty around it - the interest in El Segundo and the new Toy Building remains strong.
Any feel for how attendance from retailers is shaping up?
We’ve been in contact with all the major retailers, and the feedback has been overwhelmingly positive. Many have confirmed that they’ll be coming to town - and specifically to The Toy Building - including Amazon, Barnes & Noble, Bealls, Inc. (Bealls Outlet/Burkes Outlet), Big W, BJ’s Wholesale Club, Blain Supply, Inc., Boscov’s, Burlington Stores, Camp NYC, Cracker Barrel, CVS Health, Disney Theme Park Merchandise, El Corte Inglés, Family Dollar, Five Below, GameStop Canada, Hot Topic, Indigo Books & Music, Indigo Kids, Kroger, Inc. (Fred Meyer), Lakeshore Learning Materials, Learning Express (Corporate), Liverpool Mexico, Mind Games LLC, Nordstrom, Red
Apple Stores Inc., Rofu Kinderland Spielwarenhandels GmbH, Showcase, Sunman, Temu, The Warehouse Ltd New Zealand, TJX, Inc. (Marshalls/TJ Maxx), Toys R Us Canada, Toys R Us Asia Limited and WHP Global/Toys R Us.
Currently, nearly 20% of the tenants at The Toy Building are international, which is a great beginning. Having been leasing space for less than six months - while simultaneously constructing and designing this new space - we’re optimistic about all we can provide for the global toy and play community in the weeks, months and years to come.
How do you see the tariff situation impacting this year’s event?
No matter what challenges the industry faces, whether it’s Covid or shifts in business and buying cycles, the Association remains committed to creating solutions and opportunities. We will collectively work through the tariff situation and support the industry’s needs, as they emerge and evolve. The LA Preview activity is a major focus of that support
How is The Toy Association helping to support the toy community during Preview weeks?
In addition to creating the new Toy Building - designed by toy people for toy people - The Toy Association has developed a robust schedule of networking and educational events, most of which are free of charge and open to everyone during LA Fall Preview Market Weeks (September 8th-19th).
Networking kicks off with a grand opening and ribbon-cutting party on Monday 8th September, followed by a fundraiser for The Toy Foundation at Topgolf on 9th, a beach-themed Endless Summer
happy hour on 10th, the Women in Toys Wonder Women Awards on 11th and a barbecue at 400 Continental on Friday 12th. The evenings of the first week will be fun-filled and action-packed.
In addition, there are exciting content partnerships that will make The Toy Building a hub of learning. Highlights include Circana’s State of the US Toy Industry presentation; the Future of Licensing Executive Summit presented by X Tracks; Ethical Supply Chain Program’s Smarter Sourcing for a Better Future discussion; sessions hosted by Spielwarenmesse and inventor-focused activities brought by People of Play. We promised a well-curated, dynamic slate of engagements, and we are delivering on that promise.
Anything else we should share with our readers…
It’s a true privilege to be part of the Association as we embark on such an exciting new chapter. The organization’s leadership, its vision and our commitment to El Segundo - not only to those who already reside here, but also to those who will come eventually - is truly inspiring. Laying the groundwork for the future is a labour of love by all who believe in it. And while these first steps are just the beginning, our journey promises to be long and fruitful, setting the stage for the next hundred years.
We welcome the global family of toys and play to visit our new home at 101C, to meet all of our new neighbours and to experience El Segundo - this fall, next spring, any time in between and for many years to come.
Special Feature
We built this city…
Can you tell us about the Toy City brand’s origins in the Asian market?
Toy City is part-owned by a leading manufacturer in Dongguan which been a core supplier for Pop Mart and had therefore seen the explosion of Pop Mart’s products in the domestic Chinese market. The lifestyle/toy/collectibles scene first started to develop in China over a decade ago, when some of the cool brands first sprung up. Young Chinese pop culture enthusiasts started to embrace the ‘art toy/designer vinyl’ scene which had been a lifestyle component of the US toys/collectibles market since early 2000's. American pop surrealist and graffiti artists started flying over to Hong Kong, Shanghai and Beijing, helping with art installations, pop culture events and big toy statue installations at some of China's top malls. This spurred a collector/lifestyle culture fuelled by speculation, FOMO and the thrill of participating in an underground, subversive art/culture community. Toy City's owners started launching their ideas into the market; cool, cute, weird, collectible, inspirational, design and art forward - unveiling their concepts at pop culture conventions, gatherings and popup stores. The brand quickly became known as one of the leading players by the pop culture gurus.
What is it about the brand that appeals to consumers?
What separates Toy City from the trend followers jumping on the Labubu explosion is simpleauthenticity. Toy City is a pivotal player in the underground collecting scene – it sold more than 10m Laura figures last year. Laura is an inspirational character created by Toy City; she’s the unofficial mascot of Shipai Town in Dongguan, a mascot for the Guangdong Dragons professional basketball team and a lifestyle accoutrement throughout China. To sell that many figures, you have to be the real deal; the expression has to be honest and the fandom has to be real. It's a genuine traded brand with real fans, not an imitation.
Which characters from the Toy City brand will you initially be focusing on for your toy range?
Initially we’ll be focusing on Laura, Mr. Pa and Monboo. Laura is an inspirational character – a fashion and lifestyle icon, aspirational, esoteric, lovely, elegant and mysterious. Mr. Pa is like Homer Simpson (if Homer Simpson was a Panda Bear) - the bumbling, clumsy dad who goes above and beyond for all, with little
Toy World caught up with Jonathan Cathey, CEO and founder of The Loyal Subjects, to hear why he believes that Toy City is the next big collectible brand to come out of the Asian market.
appreciation. Loveable, cute and kind, Mr. Pa is presented in all sorts of themes: farmer, cook, fast food connoisseur, fortunes and good luck. Meanwhile, Monboo is a mischievous little boy, a candy expert, role player and at one with the animal kingdom.
What are your plans for the US retail launch this autumn and the international rollout in ‘26?
We'll have a great offering at New York Comic Con, where I am sure we’ll sell out of everything, as we will have extremely limited quantities available. We're also seeding product to our specialty retail partners just in time for the holiday season. Come spring, we will have a large scale roll out at mass retail and at other great retailers like Meijer. International is shaping up; our EU partner has already been chasing to ask how quickly they can get their hands on Toy City. Our International Sales team is having substantive conversations with all our distributors, and more will no doubt take shape in the next couple weeks. There's definitely a buzz brewing.
How will you be showcasing the brand in LA this September?
In terms of LA Previews, we aim to setup like Toy City does in China - curated and branded immersive displays, showcasing the characters and worlds they inhabit. It's all about the characters coming to life, which is so important,
then the rush of unsealing blind boxes in the hope of scoring a rare item. We're going to play out the whole experience for our customers: the designs, the colours, the textures, the treatments, unzipping the lids to find a foil bag, ripping the corners of the foil bag to peek inside - I get excited just thinking about it. Toy City is ready for its Hollywood debut at Spaces in El Segundo.
What are the aspirations for the Toy City range – how big do you think it can be?
We believe that Toy City has unlimited potential. Toy City has a raison d'etre, because these are fantastic characters in relatable worlds with relatable themes, which inspire consumers to be a part of their journey. The ownership group is creative, caring and competitive. The talent at the heart of the business is dynamic and the art is top notch; I believe Toy City certainly has the potential to stick around for a long time. The company understands collectors, understands lifestyle and is able to allocate supply to make the chase fun. Toy City will be opening 100 stores in South-East Asia in the next 12 months - they're certainly not playing around.
Brand Profile
Building the Meccano brand for the future
What’s the reaction been like since you announced that you were taking on the licensing agreement for Meccano?
The response has been incredibly encouraging. There’s been a real sense of excitement from retailers, partners and fans alike. Meccano is such an iconic brand, and people are genuinely thrilled to see it getting the attention and investment it deserves. The news of Addo Play signing the multi-year global licensing agreement has sparked a lot of interest, with many recognising the potential to reinvigorate the brand and bring it to a whole new generation of builders.
We’ve had fantastic conversations with distributors and retailers who are eager to be part of Meccano’s next chapter. There’s definitely a shared belief that with the right partners, strategy and product innovation, Meccano can firmly reestablish itself as a key player in the construction category. It’s a big responsibility, but also a huge opportunity, and we’re excited to build something truly special. Since the rebrand announcement, we’ve been working hard behind the scenes to expand the Meccano portfolio. We’re introducing new licences, re-engineering classic sets and developing completely new models that reflect today’s interests, such as motorsport and real-world engineering and structures. We’re also working hard on the rebrand of Meccano which will launch in Autumn Winter 2026, and we will be previewing this in our showroom at 1960 E Grand in El Segundo in September.
When will the initial product be hitting stores across the globe? Which territories are you still looking to tie up distribution arrangements for in LA?
Meccano's global rollout is well underway, with the first
Toy World spoke to Addo Play’s David Martin and Mary Price about its plans to re-establish the Meccano brand as a key player in the Construction category across the globe, and other brands that will be on show in LA this month. Meccano (Addo
What do you see as the big opportunities for Meccano in the Construction category moving forward?
The construction toy category is buzzing with energy right now and Meccano is perfectly positioned to ride that wave. With building play more diverse than ever, children, teens and even adults are diving into everything from beginner sets to intricate engineering challenges. It’s clear that the appetite for construction toys is strong and growing. That’s why we see a huge opportunity for Meccano to step up and stand proudly alongside the category’s leading brands.
wave of products, including the exciting new 2-in-1 Race Car, hitting shelves from September 2025 in UK retailers The Entertainer and Tesco, as well as in France, through our partner, Bandai France, in E. Leclerc, Auchan and Super U among others. It will also be available across Australia through All Brands Toys. In October, Meccano will debut with TapiMobil in Argentina and then in Q1 2026, it will be back on shelves in the US with Barnes and Noble.
While Argentina is confirmed, we’re actively seeking partners in other LATAM territories, alongside Central and Eastern Europe, Asia and broader EMEA regions. We're open to new business opportunities and working closely with retail partners to ensure a strong, strategic global presence.
What marketing plans do you have in place to celebrate the launch?
We’ve put a robust 360° marketing campaign in place to support the Meccano launch, covering both consumer and trade audiences. From press releases and trade activity to focus groups with children and long-time Meccano fans, we’re making sure we stay closely connected to our community. The brand-new Meccano website is now live, complemented by retailer site activations to boost visibility and engagement.
On the consumer side, we’re launching a UK TV advert supported by rich digital content and in-house video assets. Thanks to our partnership with Bandai France, we’ll also be airing a French TV campaign across key channels from AW25. This will be backed by catalogues, in-store activations, and a year-long social media strategy featuring influencer collaborations to keep the momentum going well beyond launch.
Our upcoming full rebrand in Autumn/Winter 2026 will be a major milestone. We’re refreshing Meccano’s look and feel to better reflect today’s builders - those who look to be inspired, be creative and enjoy a hands-on experience which is both fun and rewarding. However, it’s won’t be just about aesthetics. We’re expanding the range with exciting new licences that tap into current trends. We will be re-engineering classic sets to make them even more engaging and introducing entirely new builds that offer fresh ways to play. It’s a bold step forward for Meccano, one that will honour its iconic legacy while embracing the future. Ultimately, our goal is simple: to become a better way to build. And with the momentum in the construction category, there’s never been a better time to make that vision a reality.
Whats else is coming for Addo Play? Can you give readers a sneak peek of what’s coming to LA this September?
We’re looking forward to returning to LA to showcase a host of exciting new ranges in our permanent showroom, including fresh additions to our portfolio with popular tween craft ranges, vehicle play and a nursery gifting range. A key highlight of our showroom will be the re-launch of Snuggle Buddies - a premium collection of super-soft, highly collectible plush toys. Designed in-house and made from recycled materials, this range features timeless teddies, classic animals and playful snack-inspired characters. Perfect for gifting and collecting, the Snuggle Buddies were designed with children in mind, but these plush toys offer something for everyone, from nostalgic, collector adults to younger fans, thanks to their unique designs and irresistible charm.
LA Preview
Chengzhen International sales09@caipotoys.com
Suite 200, 400 Continental, El Segundo
Brainstorm
01200 445 113 | www.brainstormltd.co.uk
jgreenwood@brainstormltd.co.uk
Suite 810, 1960 Building, Grand Avenue, El Segundo
Brainstorm returns to LA with all-new Science Kits which are added to the Brainstorm Toys own brand collection, featuring four initial activities. Children can learn science skills using real experiments to inspire an interest in STEM subjects. The Cool Chemistry kit includes eight mind-blowing experiments. Young scientists can create colour changing magma, fizzing solutions, swimming jellyfish and more.
Fun with Slime is a 36 piece make-your-own slime kit that teaches about slime science, with six slime activities including slime behaviour and glow-in-the-dark slime. As with all the sets, there are also tutorials and fun facts that can be unlocked online.
Create Crazy Bubbles combines the popping fun of bubbles with learning brand new science skills and tricks. There are nine activities included in the set. There’s also a cool Dazzling Dig Kit; a 17+ piece set which features 12 real stones that budding geologists will love to excavate and discover.
Small World Toys michael@smallworldtoys.com
Suite 1240, 1960 E. Grand Avenue, El Segundo
For over five decades, Small World Toys has been creating unique, fun, innovative products that inspire imagination in all ages from newborn to adulthood. The company’s portfolio includes Ryan’s Room, IQ Baby, Neurosmith, Gertie Ball and Small World Toys Living, plus a wide selection of high-end Fashion, Creative, Learning and Science craft lines.
Two brand new showstoppers will be making their debut at the LA Preview Fair. Inspired by the global disco ball craze, Disco Mania enables kids to design shimmering mobiles that light up a room. After covering polystyrene shapes (four different-size balls and a heart) with mirror tiles, kids can personalise them as they wish with acrylic markers for a dazzling display. Meanwhile, Hot Foil Studio is a USB-powered hot foil pen with six rolls of sparkling foil for endless customization. Kids can create stunning stationery, decorate heart-shaped boxes and design freehand or with stencils—again and again.
To make an appointment to view the range, contact Michael Sacks on the email address above.
Hong Kong-based toy maker Chengzhen International will be exhibiting in LA under its own brand, MSZ (Metal Speed Zone). The company creates a wide range of licensed die-cast cars, offering high-quality die-cast vehicles in various sizes and with unique features.
The highlight of this year’s LA preview will be the 1:24 series. Each car is officially licensed from famous auto brands such as Lamborghini, Porsche and BMW, with light and sound functions. New models of the Aston Martin Valkyrie and Ford Mustang GT3 will be on display.
Chengzhen’s best-selling series is the 1:32 scale collection, which features over 100 different car models equipped with light and sound functions, which are activated by opening the doors or pulling back the car. A selection of supercars including the Lamborghini Temerario and Aston Martin Vanquish will be released in the second half of the year. MSZ is also collaborating with Maserat; a new racing car Maserati MC20 GT2 is currently under development, which is expected to launch at the end of this year.
In addition to model cars, MSZ continues the expansion of its motorcycle line, available in 1:12 and 1:18 scales. New models such as the Suzuki Hayabusa will be unveiled, featuring realistic details, including shock-absorbing suspension wheels.
To book an appointment, please contact Sam Chung on the details above.
LA Preview
Double Eagle Industry export@doubleeagle.cc
Suite 350 & 430, 1960 E. Grand, El Segundo
On show at the company’s showroom in LA, Cada’s 1/8 scale YangWang U9 is inspired by BYD’s fully electric hypercar, making this advanced building set appeal to supercar fans and model enthusiasts alike.
Fans can recreate the YangWang U9’s real features using the set’s 3,671 pieces, including opening doors, tilting hood, engine cover and sliding seats. Motorized functions can be controlled from a phone app: the suspension height can be adjusted, LED lights can be activated and the unique ‘dancing mode’ is a showstopper feature. 360° spins and traditional driving and steering can also be controlled by the app.
Casdon
01253 766 411 | www.casdon.com laura@casdon.com
Suite 1185, 1960 East Grand Avenue, El Segundo
Casdon will be building on its global reputation for innovative, best-selling role-play toys with its Fall ‘26 lineup, which will showcase updates to core ranges and unveil a major new licence designed to bring fresh energy to the category.
There will be new additions to the Build-a-Bear Workshop collection, while Casdon will also be lifting the lid on a brand-new licence with a much-loved household name. Full details are still under wraps, but Casdon hints that it will bring a little more heart to every playtime moment.
Alongside these new launches, visitors can view Casdon’s most iconic role-play toys, including favourites from Dyson, De’Longhi, and Ooni, as the brand continues to spark imagination through realistic, relatable play.
Underneath the sleek body, an e-platform and the Disus-X Intelligent Body Control System deliver top-notch performance, while the new hub centre locking axle and adjustable suspension system set a new standard for 1/8 scale mechanized models.
This set comes with exclusive printed elements and a collector’s
Suite 1185, 1960 E Grand Ave, El Segundo
Hunter Price will be showcasing Toy Mania at its showroom in LA, the company’s hero umbrella brand for trend-led pocket-money play. The ever-expanding Toy Mania brand family is filled with impulse, fidget, sensory and slime brands, which include, Oozey Goozey, Sensory Toy Box, Future Fidgets, 3D Lab, Taba Mochi and Squish & Squiggle.
To deliver impact and make its mark within emerging markets, Huter Price has reinforced its foundations across the group in terms of creative execution and operational processes, in order to achieve strategic growth plans in the US and beyond.
As well as own brand ranges, Hunter Price will also unveil its debut collection of Fugglers stationery and a range of Crayola items across arts & crafts and creative play.
name plate, making it the perfect display piece for car enthusiasts and engineering fans.
Suite 1245 (Intertoy), 1960 Building E Grande Avenue, El Segundo
John Adams will be showcasing a number of new and innovative products in LA, including Spell Seekers which delivers interactive storytelling with a talking spellbook featuring over 30 magical activities, offering hours of repeat play value.
ASMR Studio capitalises on the social satisfying sound trends which Gen Alpa love, while Big Manny Science Innit brings the popular TikTok star’s viral science experiments to life.
John Adams’ expanded games portfolio offers new additions in both adult party games and new family games, with the quick to play D-Koi and You Ain’t Seen Muffin Set.
Following the success of Lockitz and So Squishy in the UK, as well as European and Middle Eastern markets, an exciting new arts and craft brand is set to be revealed in LA. Visit John Adams at the Intertoy showroom (as above) to find out more.
News
Pembe the Pink Cat eyes global expansion
As the trend of Kawaii cuteness continues to resonate with consumers across the globe, Pembe the Pink Cat has emerged as a unique and emotionally resonant character with more than 2b views on Giphy. com since January alone. Pembe has become a symbol of positivity and self-acceptance and is now expanding into the physical world with a global licensing push led by Charlie Day, president of The Sharpe Company, Pembe’s global licensing agent, working in conjunction with Stephen Stanley of Matrix Brand Dynamics and a network of licensing subagents across key territories.
At the upcoming LA Toy Previews in September, Boti
Global will be launching a range of squishy, figural and collectible toys, DIY arts & crafts, and kids' make-up for EMEA and beyond. In addition, Rainbow Designs will be showing its plush toy range for the European marketplace, and License-2-Play will be featuring a collection of collectible figures and plush toys as master toy licensee for the American market. Jasnor and Bensons Trading will serve as local toy partners in Australia and New Zealand.
Charlie Day, President of The Sharpe Company., told Toy World: “Pembe is more than a viral moment; here is a magnetically cute character with emotional resonance in a chaotic world. The demand we’re seeing across consumer product categories and markets speaks volumes.”
“We are extremely excited and proud to be part of the Pembe the Pink Cat experience,” said Nico Blauw, CEO of Boti. “The world could use a little love and positivity. Pembe delivers that to a global audience, and we cannot wait to support this positivity by bringing exciting products to kids, teens and kidults. We have a great line of products coming and look forward to presenting them at the upcoming LA Previews.”
Managing director of Rainbow Designs, Anthony Temple, is also thrilled to welcome Pembe to the company’s licensed character collection. “In a world where connection and understanding matter more than ever, especially for children and young adults, Pembe creates a space to celebrate kindness and belonging. We’re proud to bring that spirit to life with toys that reflect the joy of self-expression and inclusivity at the heart of the brand. Inspired by the irresistible charm of Danish minimalism and Japanese Kawaii aesthetics, Pembe embodies cuteness, simplicity and innocence, and this iconic addition marks a further strategic move for Rainbow into the growing kawaii market. We believe that Pembe is perfectly poised to capture the tween and kidult gifting categories.”
Embark on a nostalgic journey back to the 1970s and 1980s era with Hornby train sets
officialhornby hornbymodelrailways
Hornby Model Railways of fi cialhornby hornby
R1289M Hornby Railways B.R. High Speed Retro Train Set
Feature Pre-Christmas Marketing
The Christmas countdown has begun
The time of year for pre-Christmas marketing campaigns has rolled around once again, as companies prepare to target their key audiences and decide where is best to invest to gain the biggest reach. Toy World’s Caroline Tonks spoke to experts from Generation Media, SuperAwesome and Frame Advertising to get to the bottom of what is crucial for maximising 2025’s Q4 campaigns.
The Golden Quarter, Q4, the festive season –whatever you choose to call it, ‘tis the season for the final marketing push of 2025, the time when consumer spending peaks and sales are set to make or break the year for many toy companies. To make the most of this crucial period, it is vital for toy companies to maximise on their preChristmas marketing campaigns.
This year, Sangita Sivanesan, Business director, Generation Media, is seeing a blended strategy across the industry, with some brands starting their efforts earlier, while others are holding off until later in Q4. Sangita says: “Retailers are encouraging early shopping to help families manage costs over time; a proactive move that aligns with consumers' desire to plan ahead and avoid last-minute stress, especially amid ongoing economic pressures.”
At the same time, a notable portion of the industry expects shoppers to make major toy purchases post Halloween and into November, potentially waiting for deals. As a result, some toy companies are timing their campaigns later to align with the core Q4 sales window. Sangita continues: “It’s a careful balancing act, capturing early shoppers while also maximising impact during the peak buying season. Overall, while there's momentum toward starting early, the majority of toy spending is still expected to take place during the peak shopping season in Q4.”
SuperAwesome has traditionally seen peak activity focused around the September to November months, which can create challenges, with most advertisers vying for attention and cut through at the same time. Charlie Brownless, head of Industry, Toys and Entertainment,
SuperAwesome, elaborates: “50% of UK parents say they’re planning to shop before November this year, so early visibility matters. But with tighter budgets, uncertainty and later retail commitments, many brands are holding back serious spend until they’re confident in sell-through. The smart strategy is to show up early to earn a wish list spot, but to continue to invest tactically when purchase intent is highest.”
In the UK, SuperAwesome is seeing that Christmas isn’t a single moment anymore, but rather a season with multiple peaks. The company’s new Christmas Trends Report shows that while nearly half of parents plan to shop before November, 28% of kids and teens still won’t have locked in their wish list brands at that stage. So, there’s a big undecided group that will remain in play well into Q4. In January, around 10% of kids and teens will use gift money
Sangita Sivanesan
Charlie Brownless
Elizabeth Anyaegbuna
NewStudy
Feature Pre-Christmas Marketing
or vouchers to buy for themselves after Christmas, creating a second wave that brands can capitalise on.
Charlie says: “The common thread this year is identity. A third of wish list choices are tied to fandoms – the shows, games and creators young people love. Almost every child we speak to notices advertising. If you want to stay in the game, show up early, maintain your presence through the festive season and connect with the passion points that really matter to them.”
Generation Media admits that, despite the global toy market maintaining a strong valuation, media budgets are under more pressure than ever this year. Reports from H1 2025 point to a notable year-on-year decline in ad spend, driven by a combination of factors, including ongoing economic headwinds, heightened demand for measurable ROI, supply chain inflation and a fragmented media landscape.
Despite these challenges, brand building remains essential for long-term success. “This is increasingly evident in the market, where there’s a heightened focus on high-performing, hero products that drive volume and reinforce brand presence,” explains Sangita. “Leveraging economies of scale across markets can also help stretch budgets further, an approach well worth considering in today’s climate.”
From Charlie’s perspective, the brands that are winning right now are moving beyond age and gender targeting. They’re using real audience intelligence – fandoms, values and passions – to drive smarter media choices. He says: “We’re seeing a continued trend toward cross-platform campaigns that speak to kids across YouTube, gaming, apps and CTV. At SuperAwesome, we’re helping brands build omnichannel strategies that are more relevant and efficient, compliant by design and allow for consistent reporting and measurement across all platforms.”
Elizabeth Anyaegbuna, managing director of Frame Advertising, has seen brands choosing between TV’s credibility and digital’s presence. “They shouldn’t have to,” she states. Frame blends broadcast’s heavyweight reach with digital’s surgical targeting. “We’re all about quality storytelling delivered with data-led accuracy. We’ve spun out of Narrative Entertainment in the UK and have launched with the Pop network as our flagship offering to brands and IP owners. It’s all about trusted, brand-safe scale and real audience engagement, especially with coviewing families.”
Frame’s proposition is simple: broadcast heritage + digital targeting + programmatic capability = one integrated strategy, not separate silos. “We’re closer to the content and the audience, so we build campaigns that move people emotionally and perform measurably, with emotional impact and measurable results. It’s a fresh alternative to the “either/or” thinking that’s dragged effectiveness down across the market.”
This year, there’s a strong focus on digital media, with short-form video emerging as a key area to maximise impact and stretch limited budgets. Digital continues to dominate overall media spend due to its reach, precise targeting and measurable performance. Within digital, short-form video, particularly on platforms like YouTube Shorts, is seeing rapid growth. “Among children aged two to nine, YouTube Shorts now ranks ahead of TikTok in usage, making it a critical channel for reaching young audiences,” says Sangita.
Rather than simply repurposing TV content, brands are increasingly investing in platform-specific, mobile-first creative built to capture attention and drive engagement. Campaigns optimised for TikTok or Shorts often deliver higher watch times and completion rates, highlighting the importance of tailoring content to each platform. Generative AI is also playing a role in helping marketers
adapt existing creative or build new content more efficiently for various digital platforms.
However, there are still routes to consumers that are being underutilised by toy companies. “Toy brands are arguably still too focused on traditional ‘safe bets’ like video, while Gen Alpha is also in Roblox, YouTube Shorts, mobile games and semi-social spaces like Discord,” states Charlie. There’s a big opportunity to reach consumers with responsible, high-impact media in these environments, but it requires a shift in mindset and measurement. SuperAwesome suggests that toy brands think beyond TV and pre-roll and show up where fandom and attention are thriving.
On the other side, Frame is helping toy brands win in Q4 by pairing proven family reach with precision overlays: high-attention, brand-safe TV environments on Pop, its loved and trusted family channel, packaged with the targeting of CTV/programmatic to add frequency with parents and prompt action. Elizabeth explains: “Co-viewing multiplies recall and sparks household conversation. We’re all about creative that lands with both kids and gatekeepers. We’ll optimise go-live around key retail weeks, shape creative to context and report on what actually shifts the needle, rather than vanity metrics. Plus, we can reach the crucial gift-buying grandparent demographic through our Great! network; that's a £4.6b annual market that many campaigns miss entirely.”
Pop is the No.1 family channel for co-viewing in the UK. This means brands can reach enthusiastic kids and their parents - who choose the platforms, set the rules and often make the final purchase. It’s high-reach, brand-safe and designed for quality engagement rather than passive scroll-by views. In Elizabeth’s opinion, it’s what toy brands need to drive a real want for the product, and a chance of getting it approved by the parent.
Despite the growth of online discovery, a large portion of toy inspiration still happens in the real world, particularly during shopping trips. However, toy companies often overlook the power of Out of Home advertising in and around retail environments. “From transit shelters near toy stores to digital screens inside malls or supermarkets, there’s a big opportunity to influence families at the moment they’re primed to make purchase decisions,” Sangita explains. “These placements not only reinforce brand recall but can also drive footfall to nearby retailers, especially during the crucial Q4 window. In an
increasingly noisy digital space, real-world visibility can break through in ways that feel tangible and trustworthy.”
For Charlie, a standout advertising campaign from 2025 was Moose Toys’ collaboration with MrBeast on The Descent, which stood out for its innovation and ROI. “It was a content-first launch that drove a real retail lift,” explains Charlie. “When campaigns feel like entertainment, not just ads, they definitely work harder and travel a lot further.”
“In a crowded and competitive market, brand building holds its own,” says Sangita. “In the hustle and bustle of pushing product, it's important not to lose sight of storytelling that evokes emotion, whether it's the joy of play, the magic of Christmas or the developmental benefits of a toy. Brands need to connect with parents on an emotional level and demonstrate how their toys contribute to positive childhood experiences.”
Charlie recommends that companies do not just chase reach, but rather make every interaction count by focusing on relevance. “Build a plan around what truly drives engagement, not just age and gender boxes. Stretch the budget by targeting fandoms, behaviours and platforms where the target audience is most active. And with so many brands focusing only on H2 this year, lean into creative innovation to break through the noise and own your space this gifting season,” he advises.
Sangita adds that it’s important to remember the market is fluid. “Be prepared to pivot strategies based on real-time performance data. Monitor engagement, conversion rates and consumer sentiment constantly. Don't be afraid to reallocate budgets from underperforming channels to those excelling. We want to make decisions that impact results now, not just in the next season. At Generation Media, we've made significant investments in technology solutions for real-time data capture and reporting, ensuring we're well-positioned to pivot quickly and drive performance.
“In challenging times, it’s natural to lean heavily on tried-and-tested channels and push them to deliver more. But I’d caution against turning a blind eye to innovation. Now more than ever, it's important to test, learn and explore emerging platforms, formats and ideas, many of which are highly scalable when approached strategically.”
Over the coming pages, readers will be able to flip through a number of major players within the industry to see what pre-Christmas marketing campaigns they are utilising to highlight their lines this festive season.
Special Feature
Maximising campaign potential with Diaframma
A trusted partner in the toy and children’s entertainment sector, Diaframma can offer global toy brands impactful results to their pre-Christmas 2025 campaigns. Jehan Hindo, vice president, Diaframma, tells readers why the company is a production partner of choice and how it can utilise its expertise in digital campaigns and TV commercial production to help clients across the globe throughout the Q4 period.
For over four decades, Diaframma has been a trusted creative partner for leading brands in the toy and children’s entertainment sector, producing high-quality advertising assets that resonate with audiences worldwide. In the lead-up to Christmas 2025, the company is once again combining its renowned expertise in TV commercial production with an increasingly important focus on digital and social media content creation.
“This year alone, Diaframma has produced more than 50 digital campaigns for clients across the globe,” Jehan explains. “Each campaign is conceived, shot and edited by a talented in-house team, whose unique know-how ensures consistency in brand storytelling while adapting to the fast-evolving needs of multiple platforms. Whether it’s vertical short-form videos for Instagram Reels and TikTok, stop-motion animations, CGI product reveals or creative unboxings, Diaframma brings the same
meticulous attention to detail to every asset, regardless of format or budget level.”
The company’s approach is rooted in efficiency without compromising quality. By capturing dedicated social and digital content alongside traditional TV shoots – using the same sets, lighting, actors and product samples – Diaframma maximises production value while maintaining tight turnarounds. The result is a library of assets tailored for the specific demands of different markets, audiences and seasonal campaigns.
“A key strength lies in Diaframma’s ability to create assets that speak to both children and parents,” adds Jehan. “This involves adapting visual style, tone and messaging to engage each audience segment, ensuring that every piece of content not only entertains but also drives brand affinity and purchase intent during the critical holiday season.
“From quick-turnaround creative re-edits of TVCs to premium, high-end productions featuring complex stopmotion and detailed set builds, Diaframma delivers a full spectrum of production solutions. The team’s international experience and deep understanding of the toy industry enables it to anticipate trends, align with client marketing strategies and deliver content that stands out in a crowded festive market.”
For the pre-Christmas 2025 campaigns, Diaframma
continues to demonstrate why it is a production partner of choice for global toy brands, blending creativity, technical skill and a production model that consistently delivers impactful results across both traditional and digital media.
To discover more about what Diaframma can offer companies in the run-up to the festive season, get in touch with Jehan at jehan.hindo@diaframma.com or visit www. diaframma.com.
Bullseye, Subbuteo and The Learning Journey are just a few of the key lines University Games will be shining a spotlight on this quarter, with heavyweight integrated marketing campaigns designed to support retailers in the lead up to Christmas.
2025 will mark the sixth year of significant marketing investment for the iconic table football brand, Subbuteo. The mass media campaign will have a strong emphasis on VOD and podcast activity, as well as an additional marketing focus utilising TikTok, Meta and YouTube, to open up the audience and introduce new players, tackle the wider football fan market and create the next generation of Subbuteo fans.
Following a successful launch of the popular pre-school and children’s educational range, The Learning Journey, into the UK market in 2024, a marketing campaign will continue to help build the brand from strength to strength in the UK. Key marketing activities in this quarter will see The Learning Journey brand and products seen and heard across podcasts and social channels, reaching new parents and parents-to-be. The activity will focus on best-sellers including the educational Match It!, Telly the Teaching Time Clock, Lift and Learn Puzzles and the new Sort and Learn Puzzles.
The new Bullseye Board Game and Mini Game has been supporting itself with an incredible amount of national press and user generated content, as the whole of the UK casts their minds back to playing along with the classic Bullseye TV show in their family living rooms. The new series of Bullseye has been confirmed for this quarter and is predicted to have huge viewing figures, reaching out to fans both old and new. There will be ongoing press support for both the brand and the board game and, with product focused creative, Bullseye Games will be part of a dedicated Meta, TikTok and YouTube campaign in the run up to Christmas, alongside hundreds of pieces of user generated content.
In addition, University Games will be engaging marketing support for a full mix of its new and best-selling games, puzzles and gifts including the Buying Time, How Things Work, Blurt and Dog Man games, as well as Roald Dahl, Project Genius, Birthday in a Box and Classic Pub Games ranges, along with much more.
Premium brand-safe broadcast environments Reach the gift receivers and the gift givers
Agile data-driven digital campaigns
Flagship shows include Unicorn Academy, Totally Spies, Lego DREAMZzz, Monster High, Pokémon and Dragon Ball.
Direct access to lucrative 55+ gift-buying demographic.
As the festive season approaches, Playmobil UK is setting the stage for a dynamic and engaging pre-Christmas marketing campaign, building on a summer packed with consumer interaction and brand visibility. Following successful appearances at key family events such as the Blog-On Festival and its continued role as headline sponsor at the Gloworm Festival, Playmobil is maintaining momentum with a robust Q4 strategy designed to captivate both children and parents alike.
Central to this campaign is a strong digital presence, with targeted support across kid-safe platforms including SVOD and VOD. These channels will spotlight beloved Playmobil classics – Police, Fire, Pirates and Dinosaurs – ensuring the brand remains top-of-mind as families begin their holiday shopping. This digital push is crafted to deliver high-impact engagement in trusted environments, reinforcing Playmobil’s commitment to safe and imaginative play.
In addition to its digital efforts, Playmobil will be attending the prestigious Big Christmas Press Show, where top UK journalists and media influencers will get an exclusive look at the brand’s latest offerings. This event is a key opportunity to ensure media coverage is rich and widespread, helping to drive consumer awareness and excitement around Playmobil’s diverse product range.
A major highlight of the campaign is the introduction of the Sky Trails range, a completely new way to play with Playmobil. This innovative line encourages building, problem-solving and construction-based play, offering children a fresh and stimulating experience. Sky Trails made a debut at Gloworm Festival with an immersive presence that wowed attendees, and it will continue to be a focal point throughout Q4 with further activations planned.
With a blend of experiential marketing, strategic media engagement and digital storytelling, Playmobil UK is poised to make this Christmas season magical. Whether through timeless classics or ground-breaking new play systems like Sky Trails, the brand is committed to inspiring imaginative adventures and joyful moments for families across the UK. More announcements are on the way and Christmas 2025 is shaping up to be one of Playmobil’s most memorable yet.
Smoby role-play toys, Jada’s latest RC and die cast lines, all-new Disney plush formats and the freshly rebranded Majorette range all feature prominently in Simba’s Q4 marketing plans, with TV and paid media a key element to the strategy, alongside creative influencer campaigns and in-real-life activations.
Smoby moves into the final quarter with heavyweight support, highlighting the lead role-play lines for the season. This activity will be headlined by TV and media that calls out refreshes to the renowned Black + Decker replica workbenches and the creative My Beauty Centre playset. For this trusted pre-school brand, parents and gift-buyers are the primary audience, so Simba will be investing in its always-on paid social media drive to promote awareness and clicks to retail. Plus, there will be influencer and celebrity collabs, with the likes of ITV stars Kelvin and Liz Fletcher helping to further extend the brand’s presence in the digital space.
The firm’s ever-popular Jada Toys range will be the focus of its own TV and media campaign, which calls out the latest and greatest RC lines. RC Surfer Stitch and the Transformers Bumblebee Converting RC will both feature, as will the Cars Lightning McQueen RC and the Toy Story Buzz Lightyear Buggy RC.
There will be experiential activity with Simba returning to MCM Comic Con London in October, following another knockout show in May. The pop culture convention’s 140k+ visitors will be offered a special showcase of Jada’s latest offering as the gift buying season approaches. Digital support will continue online, with a wide-reaching media plan that includes dedicated paid social media and influencer collaborations, helping to reach and drive clicks with both family and kidult audiences.
Disney Stitch and Angel have been making their debut in the Disney Plush Doorables range, with content coming through from Disney influencers and popular parental channels. These weighted soft toys will also benefit from paid social media. Simba will be putting its full marketing force behind the newly rebranded Majorette range, kicking off the pre-Christmas period with experiential space at CarFest. An added push to both online and physical sales will come from social media and influencer support throughout the fourth quarter.
Pre-Christmas Marketing
Curious Universe
01225 614 310 | www.curiousuniverse.co.uk
sales@curiousuniverse.co.uk
In the final quarter, the weight of Curious Universe’s full support will be felt across all key social platforms and kids press, with significant investment for its original Magic brands: Decoden Magic, Nano Tape Magic and Water Bead Magic.
Decoden Magic is the firm’s newest IP that invites tweens and teens to unleash their creativity in a self-expressive, 3D way. Inspired by the Japanese crafting trend, this latest range of affordable kits come packed with accessories, kawaii charms, beads, gems and the all-important puffy glue which can be used to decorate hair accessories, bag charms, phone cases and more. Curious Universe will be ensuring that the brand delivers on its untapped potential, with a focus on its social media strategy. Influencer-led content will be pre-rolled to a highly targeted audience on YouTube. This season, there will be a huge focus on TikTok, with fresh UGC, ads on the platform and affiliate marketing. Instagram is covered with back-to-back campaigns generating aspirational content. Collaborations with leading craft channels and influential tweens will help drive awareness, with Meta ads also helping to boost clicks to retail and conversion. Plus, there will be placements in relevant magazines.
Nano Tape Magic is another craft line born of a viral trend. What’s special about Nano Tape Magic kits is that they come with everything needed to make fun, themed designs – all that’s needed is scissors. To ensure the collection remains front and centre with crafty tweens, the media drive will include digital pre-roll of UGC on YouTube. Curious Universe will also be extending its TikTok support to promote Nano Tape Magic at the sharp end of the season. With influencer-created content, TikTok adverts and affiliate marketing all in the mix, the brand will be unmissable on the platform. There will be investment in Meta ads, multiple waves of Instagram activity with aspirational crafters, consumer press placements and more.
Water Bead Magic is yet another creative brand from Curious Universe; with each kit in the range, kids can amaze their friends with bead art creations, from keychains and window art to bead pets and more. These will be broadcast across social media for all to see, thanks to collabs with popular parental channels, paid media, kids press placements and more.
As Golden Bear Toys continues its evolution into a dynamic, global brand-led business, this year its marketing plans are bigger and bolder than ever.
Becky Matthews has been appointed as Global Brand and Marketing director and is now fully focused on driving the growth of Golden Bear’s brands on a global stage, bringing robust plans to expand brand visibility and supercharge sales worldwide.
Aligned with this, Golden Bears’ marketing strategy for autumn/winter 2025 is pushing brands to new heights. In the games category, new brand Bear Faced Games is leading the charge with an increased marketing spend of 80% on 2024. The approach is to know the audience, speak their language and meet them where they are.
For Pokémon Trainer Expert, Golden Bear is targeting specific fanbases on YouTube, getting to the heart of the passionate community with content they’ll resonate with. For Wheel U Dare, an electronic gameshow style game, VOD is key, with the game ideally placed on ITVX with TVC placements across popular family gameshows, bringing the fun of the game to living rooms nationwide.
Recognising the ever-growing power of social media, Golden Bear is also dialling up its influencer strategy. PR boxes have been sent to creators across a range of follower counts, delivering content that’s authentic and engaging all while driving brand awareness and excitement around new releases.
Strikesphere is Golden Bear’s hotly anticipated new football and sports brand and includes sell-out sensation Soccer Bot. With game-changing innovation at its core, the brand is supported by a comprehensive global marketing funnel designed to turn awareness into conversion with precision and ease. High-quality branding, premium assets and stylised creative are all part of the mix, building a world that audiences want to be part of. Golden Bear is also trialling new initiatives to tap into target markets, meeting potential customers in the heart of their communities to boost awareness and growth, even incorporating artificial intelligence into marketing efforts.
Another new element for 2025 is partnerships with football focused media channels, including Sky Sports and ESPN. Appealing directly to football fans nationwide and engaging them in the heart of their communities, these activations have been designed to bring millions of eyes to the content. These efforts are further amplified by brand ambassador partnerships, including a Premier League footballer, bringing instant credibility, energy and excitement to the brand.
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Connetix is continuing to drive retail excitement through its strong digital presence combined with the recent success of major product launches ahead of the festive season. Showcasing a signature range of high-quality, STEAM and MESH accredited magnetic tiles designed to inspire learning through play, Connetix is a favourite for gift givers looking to share educational discovery and family fun.
The new ranges for the holiday season include the Light Star Pack debuting a light-up magnetic tile and the Bright Portal Pack featuring unique open-frame pieces and Connetix Smart-Spin technology.
Bringing a fresh take on glitter, the Glitter Castle Pack and the Glitter Unicorn Pack showcase ultra-fine iridescent glitter that creates multicoloured sparkles.
Connetix is ageing up and reaching the next generation of builders with an advanced new Pro Line: smaller tiles with industry-first innovations and superior magnet strength, allowing creators to build and engineer like never before. Within the first weeks of unveiling, The Build Like A Pro campaign is sparking global attention, inspiring older children and kidults to level up their designs and enter a new realm of construction.
These new additions to the Connetix catalogue, coupled with the brand’s extensive launch campaigns, provide opportunities for retailers to elevate shopper experiences and engage both loyal and new customers ahead of the peak sales period.
With a comprehensive marketing strategy and a strong brand vision, Connetix continues to authentically engage with families, educators and allied health professionals through a range of creative touch points. The Connetix social media platforms are leading the way as the most-followed magnetic tile brand across the globe, generating millions of monthly impressions. The Instagram, Facebook, TikTok, YouTube and Pinterest channels play a pivotal role in boosting the company’s brand presence, offering inspirational build ideas and engaging the community at key moments with gift guides, giveaways and partnerships focused on giving back this festive season. Connetix is also increasing key influencer relationships and collaborations with its team of play ambassadors across the globe.
Connetix’s paid media campaign includes various digital marketing channels which are designed to further amplify organic reach by connecting with families through inspiring content where they’re most active, including co-viewing environments, sharing the joy of open-ended play.
The brand intends to build on these successful launches heading into Q4, with further exciting announcements and initiatives expected to be revealed in the coming months.
Hornby’s festive line-up this year brings together a varied selection of train sets, each offering something different for families, children, collectors and those returning to the hobby. With products spanning decoration, play and collectability, the range reflects Hornby’s ambition to reach a broader audience and make model railways part of Christmas celebrations.
The Santa’s Express Rechargeable Train Set offers a fun and festive way to decorate for the holidays, bringing lights, sound and movement to the base of the Christmas tree. With a nostalgic feel and convenient rechargeable battery, the set blends decoration with play, ideal for families looking for something magical to enjoy together year after year.
For younger children, aged five and up, the Playtrains Steam Goods Express combines imaginative storytelling with simple, robust design. Featuring a working light, magnetic couplings and an easy-to-use controller, it’s tailored to little hands and big imaginations and introduces younger generations to the fun of toy trains and railways.
Sets such as the Valley Drifter and GWR High Speed Train cater to new and returning hobbyists, offering accessible and durable models with authentic detail, while the B.R. High Speed Retro Train Set taps into a nostalgic journey, recreating the joy of classic Hornby train sets from decades past.
Hornby’s Christmas activity highlights the wide-ranging appeal of model railways, with marketing designed to reach different audiences, from gift buyers and parents to collectors and enthusiasts. By showcasing the variety within the range, Hornby continues to demonstrate how model trains can bring people together, spark imaginations and create moments of joy across the festive season and beyond.
For Christmas 2025, Carrera Revell UK is running two high-impact marketing campaigns aimed at expanding its reach beyond traditional audiences, tapping into the passionate worlds of Formula 1 fandom and the ever-evolving gaming and streaming community.
Capitalising on the popularity of Formula 1 among both children and adult enthusiasts, Carrera is launching an expansive social media campaign that celebrates the thrill of racing through digitally produced short-form content. Designed to appeal to F1 fans of all ages, the campaign showcases Carrera’s officially licensed F1 products focusing on realism, interactive action and fine detail.
This content will be distributed across Instagram, TikTok, Facebook and YouTube, supported by paid reach and influencer collaborations. Key F1-themed storytelling will amplify the experience of slot car racing as a shared generational passion, ideal for festive family gifting. With an extended target group that now includes F1 fans and collectors of all ages, this campaign marks a strategic shift in Carrera’s brand positioning for the UK market.
Carrera is also rolling out an awareness campaign for the launch of its brand-new Hybrid race system, an innovative concept with AI integration, aimed squarely at a younger, digitally savvy audience. Designed for teens, young adults and gamers, the campaign integrates seamlessly into the online worlds they inhabit.
Key platforms include YouTube pre-roll ads targeting interests like racing games and tech toys; Twitch pre-roll and streamer partnerships during key gaming events and streams. Instagram and TikTok reels will tease gameplay moments and high-octane racing footage.
The campaign is supported by robust PR activities, including exclusive product testing with UK-based tech, toy and gaming journalists, as well as hands-on demos with select influencers. These activations are engineered to build hype, create user-generated content and secure media coverage leading into the peak season.
Both campaigns align with Carrera’s mission to redefine racing fun for new generations with innovation, excitement and cultural relevance at the forefront.
John Adams Leisure has unveiled its most comprehensive pre-Christmas marketing strategy to date, with heavyweight campaigns spanning TV, VOD, digital, YouTube and social platforms supporting new launches and best-selling brands for Q4. The 2025 autumn/ winter portfolio will benefit from sustained multi-platform activity reaching parents, children and gift-givers across every key touchpoint.
Spell Seekers will be supported with full 360-marketing including TV, VOD, YouTube pre-roll, targeted Meta advertising and influencer partnerships with family content creators demonstrating the 30+ magical activities. The brand will receive sustained PR and social media content across all platforms. The Puffy Pouches range, ASMR Studio and new Blopens lines benefit from targeted multi-platform campaigns. YouTube and social advertising will reach Gen Alpha audiences directly, whilst Meta campaigns and PR activity will engage parents. Creator collaborations will showcase the brands to kids, parents and gift-givers.
The Interactive Fairy Wand is supported with campaigns aimed at younger children and gift-givers. The activity will focus on parent-led influencer partnerships, social content, integrated PR activity and YouTube pre-roll advertising driving seasonal engagement. Don't Panic reaches families and games enthusiasts through influencer partnerships spearheaded by a social media star and his family. YouTube, VOD and social advertising will demonstrate the fast-paced gameplay.
Targeting families with young children, The Magic Tooth Fairy Game benefits from parent influencer collaborations and social content. YouTube pre-roll and digital campaigns will highlight the game's role in making tooth fairy visits a magical experience. In STEM, Big Manny's Science Innit features a digital campaign with content from the popular TikTok star. Multi-platform digital and social activity showcases the science set's fun and educational value to parents and kids.
The broader John Adams portfolio also benefits from sustained TV, VOD, digital, social and PR campaigns, ensuring comprehensive support across all key ranges during the lead up and during the festive period.
Just Play UK’s high-level marketing support is set to be seen across the breadth of its Q4 portfolio, with full 360-degree marketing activations to ensure its ranges remain front of mind throughout the season.
This season, there’s a host of new pets to collect in the FurReal collection. FurReal Coco the Tumbling Panda is set to be a hero item for Christmas 2025, and there’s FurReal Maggie the Feed & Follow Cow. A sub-£20 line has also been added to the range in the palm-sized format of FurReal Handfuls. All three will be seen through traditional channels with a linear TV campaign, alongside VOD and heavyweight pre-roll across YouTube and gaming platforms, targeting kids and driving pester power. As peak season approaches, a paid social campaign will be activated. Retailers will also be supported through tailormade campaigns such as an in-store petting zoo and demos, influencer collaborations, a dedicated competition site for the brand and special activations including Fur-Reels, where channels will be engaged to create FurReal content across all key social media platforms.
As master toy partner for Disney Stitch, the latest toys in the collection will be the focus of a significant awareness drive. The hero toy in the range is the all-new Disney Stitch Ultimate Stitch, the interactive feature plush with over 100 sound and motion combinations. He will be broadcast for all to see in the TVC, with a linear TV campaign that kicked off in August. The push will be further amplified with YouTube ads, digital and gaming pre-roll and paid social. There will also be in-store events, influencer campaigns and celebrity endorsement across social media.
Disney Doorables remains a top priority for Just Play UK in the final quarter, particularly the all-new series, Disney Doorables Let’s Party, and new trend item, Costume Cuties. Social media relevance and presence is key to the brand’s continued success and marketing activations centre around organic content and paid posts across TikTok and Meta, with a targeted paid social campaign driving awareness and conversion. The new collections will be showcased with fan drops and themed influencer activity at key points across the season.
Original Slinky turns 80 this year, with the occasion being marked by influencer-led virtual fun and festivities. Tiny Nightmares will see collabs with top horror channels that will help bring the range with the target audience. Their “Terrif-eyes” – eyes that hold detailed reflections of their victim – will be seen across all social platforms, as well as key press outlets for the genre.
Trends UK will be highlighting key lines from across its full portfolio throughout the final quarter, with influencer campaigns, Meta advertising, social media support and eye-catching placements in kids press.
Paint Pop has seen some fresh additions for the autumn-winter season, including the fully-loaded Big Activity Set, Fruity Scents Gel Pens and Erasable Chalk Pens. These new lines join other classic items including Paint Pop Paint Sticks. Already, family influencer channels have been promoting a selection of new and existing items to their parental followers, with a further campaign scheduled for later in the year. This activity will be amplified through Meta ads and social media support. The Paint Pop brand will also appear in popular kids press outlets over the coming months.
The Science Mad! collection has seen new SKUs added for the second half of the year. Popular family influencer channels have tried and tested the Build Your Own Renewable Energy Car, the 2-in-1 Plasma Globe and Energy Bar, as well as the Around the World Excavation Kit via their channels, with their content published and boosted via the all-new Science Mad! social channels. In Q4, the brand will also be seen within popular children’s magazines.
The Trends UK portfolio is also home to an array of licensed ELA toys that support little ones in their learning journeys, with help from Peppa Pig, the Numberblocks, the Alphablocks and the Colourblocks. These learning toys will appear in parental and children’s press and feature in impactful influencer campaigns that highlight their impressive learning aid credentials and appeal to child and parent alike.
Micro Scooters is placing early childhood front and centre this festive season with a major multi-channel campaign designed to drive awareness, trust and conversion across its growing nursery range.
The brand’s hero product, the Rock & Go, headlines the movement, supported by the broader Movement Project initiative, which includes products like the Mini Micro 3-in-1 and 4-in-1, Trikes, Hoppers and the brand-new Micro Stroller. This initiative promotes the importance of movement that starts at a very young age.
Key investment channels include YouTube pre-roll and VOD, influencer networks, paid social, in-store activations and retail and trade support. There will be targeted 30-second spots on ITVX and All4, focused on lifestyle and parenting genres, driving high awareness in gifting-mode households. Over 60 creators across Instagram and TikTok (with a combined reach of eight million) are bringing the Movement Project to life with real-life demos, relatable stories and gifting inspiration. Campaigns
across Meta and TikTok will focus on engaging new parents and grandparents in the 25–45 ABC1 demographic, with messaging tailored to developmental benefits and festive urgency. Micro is launching Movement Missions in select retailers, with interactive tasks for kids to complete while testing out Rock & Go or 3-in-1 products, driving trial and shopper engagement. POS kits, digital assets and gifting bundles are also available to trade partners to maximise impact on the shop floor. With insight-led storytelling and content designed to resonate with modern parents, Micro aims to set the standard for how early years toys can deliver not just fun, but real developmental value.
Casdon
01253 766 411 | www.casdon.com uk@casdon.com
As the festive season approaches, Casdon is set to make a strong impact with a blend of innovative new launches and evergreen favourites. Known for its authentic miniatures of household brands, Casdon’s Christmas push will spotlight two standout new licensed ranges, Build-A-Bear Workshop and Heinz, alongside its much-loved classic which include the Ooni Pizza Oven and DeLonghi Barista Coffee Machine.
Launched earlier this year, the Casdon Build-A-Bear Workshop range is already gaining momentum thanks to a series of targeted strategic campaigns. Leveraging influencer partnerships, Casdon is showcasing the full play potential of the range through engaging usergenerated content that highlights imaginative play and lifestyle integration, from on-the-go adventures with the Pawfect Adventure Bear Carrier to styling fun with mix-and-match clothing packs. At the heart of the campaign is the Casdon Build-A-Bear Workshop Stuffing Station.
To support its pre-Christmas marketing efforts, Casdon is rolling out a multi-platform digital campaign spanning Instagram, Facebook, TikTok and, for the first time, YouTube.
While the focus is on innovation, Casdon is also championing its hero products with the Ooni Pizza Oven and DeLonghi Barista Coffee Machine playsets continuing to perform strongly.
For more information and sales enquiries, please contact Casdon via the details above.
Key Features:
» 1:50 scale hybrid gaming system for unlimited racing
» race up to 16 carrera hybrid race cars at the same time
» Control cars via smartphone/tablet/bluetooth controller* using free iOS/Android app
» Officially licensed Race cars with working lights & app-generated, vehicle-specific sounds
» Suitable for all - Rookie through to Legend
» Individually set tyre type, gearing, braking effect and much more
» No slots, overtake anywhere and anytime you want
*Smartphones/tablets/ bluetooth controller not included
Pre-Christmas Marketing
Brainstorm
01200 445 113
www.brainstormltd.co.uk sales@brainstormltd.co.uk
Brainstorm’s digital campaigns in 2024 delivered strong results across both Brainstorm Toys and its distributed ranges. Following these successful, fully digital campaigns, this activity will now be extended for 2025. The company will continue to evolve this approach to reflect how its audiences consume media.
The latest Q4 advertising campaigns will incorporate YouTube, social, gaming and programmatic. The move to fulldigital has allowed Brainstorm to develop a layered approach to its marketing. Working with newly formed Storytime Media, it will utilise all data available to reach children in their native digital habitat while marketing to parents looking for fun and educational toys. With the support from Storytime Media and its ongoing PR activity, Brainstorm is able to monitor campaign impact in real time, helping it maximise reach and drive Q4 sales.
Product ranges being advertised for Q4 include Freak Marbles, which has been supported with year-long influencer campaigns, StikBots, Aqua Dragons and the popular Water Art, which is already established as a viral social trend. In addition, evergreen
will also be advertised.
Magicbox
01293 222 500 | www.magicboxint.com
sales@magicbox-toys.co.uk
Following a positive launch season for Piratix and strong support secured for the second series, Magicbox is putting its full weight behind the brand over the final quarter. TV advertising, YouTube pre-roll, Meta ads and kids press placements and sampling will all be in the mix, with activity helping to promote the range.
Anticipation has been high for the latest series of Piratix Shark Treasures, as well as the six new webisodes of the micro series. The original six webisodes having amassed nine million views on the Magicbox YouTube channel and keeping the brand front of mind will be a key part of the Q4 marketing strategy, with an always-on digital pre-roll campaign, helping to promote these episodes and the newest collectibles.
Retailers will remain well-supported with two large TV campaigns also scheduled in the final quarter. Series Two Piratix Shark Treasures collectibles and the King Shark and Kraken Ship Playsets will benefit from a three-week TV campaign in September, and a second four-week-long stint in October. Ensuring awareness and demand for both the collectible lines and the playsets is key, with internal studies conducted by the Magicbox team demonstrating that higher collectible sales result in more playset sales.
The new Shark Treasures series will also be promoted with eye-catching placements in kids press and an extensive cover-mounting campaign, along with Meta ads.
Echoing the campaigns, in-store support will take the form of FSDUs, CDUs and printed collectors’ guides.
Brainstorm Toys products My Very Own Moon and My Very Own Solar System
As the peak gifting season approaches, Canal Toys is rolling out innovative campaigns across its Youth Electronics and Arts & Crafts portfolios. Each launch is backed by a precision-targeted strategy designed to captivate kids, engage parents and deliver standout results at retail.
From influencer-driven content and smart paid media to eye-catching PR and sensory-led social activations, Canal Toys is leveraging every touchpoint to break through the noise. Each initiative is crafted to spark excitement, foster engagement and ensure exceptional performance during this critical quarter.
Following the success of the Mini Cam, Photo Creator elevates the category further with two standout innovations. The Video Projector Camera lets kids shoot, project and cast content from other devices, transforming any surface into a 90” creative screen. The Instant Print Camera 2.0 upgrades instant photography with a responsive three-inch touchscreen and the ability to print up to 100 high quality photos straight from the box. They’re supported by heavyweight media across YouTube formats, Minecraft gaming placements, Meta ads and a creator-led content push showcasing standout features and creative uses. Both launches cement Photo Creator as the go to brand for creative tech.
In Arts & Crafts, So Slime continues to lead with Yummy Twist & Slime, a dessert inspired line combining colourful compounds, scented textures and a real working mixer. As the face of the ongoing Slime for Everyone media campaign, it’s amplified through trend-savvy influencer content, sensorydriven UGC and a playful owned social calendar across TikTok and Instagram.
Style 4 Ever shines with the Magic Clay Jewellery Maker, the fashion DIY for tweens. Using a unique, air-drying clay, kids can craft up to 20 pieces of jewellery that blend creativity with personal style. As part of a robust media drive, TikTok and Meta campaigns will spotlight jewellery hacks, tutorials and design challenges led by tween creators.
Art Lab makes a bold return with the Fluffy Paint Studio, a hero gift for young artists featuring a unique 3D-effect paint with tactile texture. PR and influencer efforts span parenting, toy and educational media, driving discovery through hands-on content and high visibility in Christmas gift guides.
With creativity at its core, Canal Toys’ hero lines are powered by smart, high-impact marketing that sparks imagination, fuels social sharing and turns excitement into retail success.
When the fun filled summer holiday comes to an end, Rubies is expecting consumers thoughts to turn to the spooky season, which in 2025 falls on a Friday. Halloween is a huge retail and marketing event for dress-up, which is why Rubies and Smiffys are launching a combined Halloweekend campaign. As leading providers of dress-up, both companies invite retailers to explore iconic and trendsetting ensembles in preparation for Halloween opportunities.
The Halloweekend marketing campaign is perfectly timed around this year’s Friday Halloween to energise sales and inspire audiences to celebrate with friends and family. This campaign is designed to ignite the party spirit, encouraging shoppers to embrace the fun and go all out for a memorable Halloween night. Tailored to suit every retailer size, from independent bricks-and-mortar shops to national chains, the initiative offers versatile solutions that drive engagement and foot traffic. Featuring innovative point-of-sale materials and a dynamic mix of in-person and online activations, this campaign ensures maximum visibility and excitement, making it easier than ever for retailers to connect with customers and boost Halloween sales.
As the spirited festivities draw near, Rubies has unveiled an array of Netflix-inspired costumes that promise to captivate audiences and leave a lasting impression. Consumers can embark on an adventure with the fearless Monkey D. Luffy Costume from One Piece, a fitting outfit that embodies the charm and courage of a legendary pirate.
Off the back of season three of the hit series, Squid Game, Rubies is launching an exclusive collection of costumes. From the authoritative Guard Costume to the enigmatic Front Man Deluxe Costume and the compelling Player 456 Deluxe Costume, the games can continue even after the popular series has its finale. Fans can dive deeper into the challenges with the Girl Doll Classic Costume and add an air of mystery with the captivating Girl Doll Mask and Front Man Mask. With the 3x Guard Mask Set, customers will have a plethora of options to embody their favourite characters.
The realm of Stranger Things comes alive with Rubies’ costumes, including the iconic Eleven Dress Adult and the Demogorgon Deluxe Adult Costume. As fans eagerly await the final season, these costumes offer a gateway to immerse oneself in the supernatural world of Hawkins, Indiana.
Looking beyond the screen, Rubies’ Halloween 2025 Collection features a wide range of playful and spooky costumes. From the Pop Art Mummy to the Adult Zombie Cheerleader and the Zombie American Football Player, each costume promises a unique twist on classic Halloween themes. Consumers can embrace the undead with the Zombie Rottenaldo, Zombie Rotter Federer and Zombie Burger Worker ensembles, or soar into mythical realms with a majestic Red Dragon costume.
Whether customers seek to embody their favourite characters from a Netflix series or embrace the spirit of Halloween with creative and whimsical outfits, Rubies offers a diverse selection that caters to all tastes and preferences.
Pre-Christmas Marketing
01483 449 944
www.vividtoysandgames.co.uk
Vivid Goliath is gearing up for a major marketing push ahead of the all-important Q4 period. Kids’ games will be supported with a tried-and-tested media mix of TV, VOD, YouTube and social across a sixweek window. Fan favourites Shark Bite, Don’t Wake Dad, Pop the Pig, Gator Golf, Foxy Pants and Moo Moo Achoo will be front and centre, backed by high-reach, family-focused placements. Family games including Triominos, Sequence, Murdle, Mastermind and The Sims will benefit from Meta campaigns spanning the full Q4 period, driving both awareness and traffic.
For horror fans and party players, Scream and Chucky will be promoted via targeted Meta activity beginning at Halloween and continuing through the season, again with a focus on reach and conversion.
TV will also be a cornerstone for family favourites like Cranium, 5 Second Rule, Marshmallow Madness, Swallow Your Words and Pigs on Trampolines, with layered Meta support in the key gifting weeks. The Traitors Game will tap into the buzz around the upcoming celebrity special and Series Four, with a high-impact influencer campaign rolling out across social from September. The collectible craze Clickeez continues to drive excitement, with Q4 support including TV bursts, YouTube, influencer partnerships and an extensive retail sampling campaign. New brand, Suite Spaces, will enjoy similar investment and rollout. Carry-forward favourites Animagic and Sky Dancers will be back on TV and YouTube, supported by fresh launches and influencer campaigns. Following its sell-out success last Christmas, soft and squishy sensory sensation Jelly Blox returns with a robust YouTube campaign targeting parents and gifters, alongside in-store play tables and sampling activity.
Leading on from the creative Jet 2 Holidays partnership at Back-to-School, in the arts & crafts space, Crayola will see a layered marketing campaign across TV, VOD and social on all key ranges including Paw Patrol Washimals, Colourwhirls, Color Wonder and the Marker Sprayer. Spirograph celebrates its 60th anniversary this year, supported by dual-targeted TV and Meta campaigns focused on nostalgic gift buyers. Fab Lab, a long-standing favourite in the creative beauty space, returns with TV and Meta targeting parents across the key gifting period. Loopdedoo, launched earlier this year, kicked off with a gifted influencer campaign during launch, followed by YouTube and Meta activity, and momentum continues into Q4. New for September, Colour Spin Bracelet Maker will launch with TV bursts and a gifted influencer campaign, tapping into fresh creative trends in the lead-up to Christmas.
Kids
www.zimplikids.com | sales@zimplikids.com
This Christmas period, Zimpli Kids is backing its festive ranges with strong marketing and full support for its retail partners.
The Christmas-themed Surprise Baff Bombz are set to be a hit with children and parents alike. This year’s range includes Santa, Duck and Gingerbread Surprise Baff Bombz, available in a mix of pack sizes to suit different retail needs. These products are ideal for stocking fillers, gifting and impulse buys. Alongside the Christmas range, Zimpli also has new products such as the Baff Paint Activity Set and Baff Potions, giving retailers even more choice when building their festive offering. Another highlight is the popular Gelli Play, which has been accredited by the National Autistic Society for its sensory play value. This recognition strengthens its appeal to parents looking for toys that combine fun with developmental benefits.
To help drive sales across the whole portfolio, Zimpli Kids is investing in a wide-reaching campaign. It is working with top parenting and toy influencers on Instagram and TikTok to showcase its products in a fun and authentic way. Zimpli’s own Instagram, TikTok and Facebook pages will share festive content, competitions and product showcases to keep the brand front of mind. Engaging short ads will highlight the surprise and magic of its products while driving parents directly to retailers, and Zimpli will provide marketing materials and digital assets to help boost sales both online and in-store.
By combining influencer activity, social buzz and digital campaigns, Zimpli is building awareness and excitement around its range. This means more families looking for Zimpli’s products and more sales opportunities for retailers.
Get in touch via the details above to secure a Christmas allocation.
Allegedly
David Ripley is back in the toy community after spending some time away, having taken up a new position as Business Development manager – Collectibles at eBay. Any collectibles suppliers wanting to reach David can contact him on dripley@ ebay.com – David tells me that he is actively seeking new sellers. In his own words: “We are focusing on Kidult as a proxy for Collectibles which from a category perspective touches Toys, Games, Trading & Sports Cards and the relevant adjacent collectible Gifting products such as Harry Potter, Marvel Universe, Star Wars etc.” I am sure his inbox will be overflowing with suppliers interested in knowing more about this intriguing opportunity…
What’s this I hear… the (slight) return of an Argos toy-focused catalogue this year? Of course, this will be a very different beast to the legendary doorstop of old, but it’s a start, and I hope it’s a successful move in the right direction. With the new Argos Sainsbury’s buying structure bedding in – with separate buying teams once again – it feels like Argos is taking tangible, positive steps to address the gradual decline it has experienced in recent years. If it works, I suspect that every supplier will be delighted – seeing a number 1 or 2 account decline to number 7 or 8 has undoubtedly been painful for them, and I think most would agree that a healthy Argos is good for the toy community. People are rooting for them to turn it round – one to watch with interest…
It appears that the Chinese government has finally decided it is time to crack down on counterfeits… of Labubu. Yes, it’s Lafufu that finally tipped the scales in favour of China respecting IP infringement as a serious matter. According to one report I read, this is not just a matter of protecting business interest, but of China “protecting its national interest”. So, basically, they can do it now, when it’s one of their own IPs being copied. I guess that means they could have done it all along - if they had really wanted to. The report also talked about Labubu representing a critical shift from ‘Made in China’ to ‘Created in China’ (or Hong Kong more precisely, although the two seem to be more entwined than ever these days). Perhaps this is a good thing: maybe now there will be greater recognition of the importance of respecting and protecting all IP, and the importance of taking firm action against the perpetrators. If so, the phrase ‘about time too’ would seem most apt…
I would stress that there are a great many fantastic, legitimate Chinese manufacturers and factories that are as horrified about counterfeits as everyone else. I spoke with China Daily recently about the pivotal role China still plays in global toy supply chains, and the challenges of moving production to other countries – it sounds simple, but in reality it is a hugely complex and timeconsuming process, unless you are either a huge operation and have massive resources and plenty of clout, or are small, nimble and flexible enough to navigate the considerable challenges. For many mid-range toy companies, sitting it out, waiting and hoping, probably remains the most viable strategy for the time being…
Indeed, any US company that just moved a chunk of its production from China to India will have been frustrated to hear that the president has slapped a 50% tariff rate on goods coming to the US from India. Trump insists it’s purely down to India continuing to buy Russian oil, although I do wonder if Apple’s refusal to onshore manufacturing of iPhones, having elected to move to India rather than establish a US factory, might have just played a teensy part in the decision. Either way, it’s not a great development for the ‘let’s make India the new China’ brigade…
The American toy community was no doubt mightily relieved after the USA and China extended the current trade truce for a further 90 days. By the time that expires on 10th November the vast majority of toys will be sitting on retail shelves (or at least in retailers’ / suppliers’ warehouses), so from a toy perspective at least, it appears that this Christmas has been saved. What happens after that is anyone’s guess, but I think we may have just witnessed the Chinese winning a high stakes game of ‘who blinks first’ - with Wall Street sliding and brutal inflation reports looming, it seems that Trump decided it would be better to back down rather than press on with his plan to impose heavy tariffs on China, which would only have made matters worse for the US in the short term. So, it seems he can do ‘pragmatic’ when he wants. I’m just pleased that US toy companies and retailers can now focus on getting the most out of this holiday season, without the Sword of Damocles hanging over their heads…
The other interesting development in the recent US trade skirmishes was the end of the De Minimis tariff exemption being extended to include the rest of the world, starting at the end of August. It’s been in place for China since May, but now it applies globally – basically, nothing under $800 gets into the US without paying tax any longer. This measure wasn’t due to come into force until July 2027, but it’s been brought forward by the use of emergency presidential powers. It will be interesting to monitor what impact this has on low-cost international shipments to the US, especially in toy circles. I suspect a few European toy companies will be cursing the news and frantically trying to work out what their options are now…
Imagine opening a parcel to find you’ve been immortalised with your own personalised Fuggler, complete with collectible Dave Middletons (I bet you won’t ever see those on eBay) – smart work by Stuart Grant and Mark Kingston, it’s little touches like that which can really make a difference to a partnership. Sure, in the end, all trading relationships are ultimately transactional –but the best ones always go beyond that, and that’s where the real win-wins occur.
