Brand Profile - Meccano (Addo Play)

Building the Meccano brand for the future

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.

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 re-establish 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 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.

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.

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.