TWM_Kidult Supplement June 2026

New Blind Bag Launches

Adults in the toy aisle

Driven by nostalgia, collectibles and fandom culture, the kidult market continues to power toy industry growth. Toy World’s Caroline Tonks speaks with a selection of leading players to gather their insights on the current outlook of the market and discover what trends are shaping its growing success.

AAccording to Circana, 2025 was a strong year for the UK toy market, with licensing, collectibles, kidults and trading cards being some of the key factors behind the full year surge of +6% in value. This success was replicated across the EU7 countries, where the kidult market was up +15% and adult games were up around +36%. This demonstrates that the Kidult category is driving substantial growth in both the UK and European toy markets.

Across the board, suppliers have seen this increase in the Kidult category. “Kidults have levelled up from sidequest status to main storyline heroes, having overtaken pre-schoolers as the biggest age segment across toy sales,” states Chris Gib, Head of Global Marketing, Paladone. Kidults now represent around one-third of the global market, and this growth is set to trend upwards as fans continue to engage more deeply with their favourite entertainment franchises. “The media giants know this all too well; licensed consumer products account for billions in revenue, so supporting manufacturers of quality gifts, games and toys tied to their flagship IP has become a key strategic approach.”

For Omer Dekel, CEO of PMI, the Kidult category has shifted from a niche, under the radar segment to a highly visible and influential consumer group. He comments: “Today’s Kidults are proud collectors who actively display, share and invest in their collections. The focus has moved beyond nostalgia into experience, design and

cultural relevance, with social media playing a major role in accelerating trends and demand.”

While the shift has been significant across the market, The Hobby Company has felt like it’s been a natural evolution rather than a sudden change. “We have always operated across both the hobby and toy worlds, supplying serious hobbyists alongside traditional toy retailers, and what we are seeing now is those two audiences converging in a way that creates a genuinely exciting commercial opportunity,” says Alistair Brebner, Commercial Director, The Hobby Company.

“Three or four years ago, Kidult was a conversation happening mostly at the margins. Today, it is one of the most active areas of the entire toy and hobby market. Adult consumers are spending more deliberately, seeking out products with real craft, story and ‘displayability’ behind them. The category has moved from novelty to necessity for any retailer serious about growing its adult customer base.”

A major draw for kidult consumers is a sense of nostalgia and desire for brands they grew up with and love. Licensing remains pivotal in this arena, influencing many trends and the success of different ranges. It continues to be a big driver of UK toy market growth, accounting for 40% of all sales in Q1, according to Circana, with Star Wars, Jurassic World and Minecraft amongst the Top 10 growing properties. Outside the Top 10, there are several other properties posting healthy increases so far in 2026, including Harry Potter

and Marvel Universe, as well as brands like Fuggler, Miniverse and 5 Surprise.

Following on from a very successful 2025, Carrera Revell’s Tiny Adventures range will build on Harry Potter, Game of Thrones, The Lord of the Rings and various Disney movie releases, alongside new licence, Bridgerton. 2026 will also see the introduction of the first Star Wars book nook in the Tiny Adventures line-up. All Revell Tiny Adventures book nooks are constructed from wood, can be assembled largely without glue and each includes a set-specific LED lighting kit that’s pre-wired and ready for installation.

Paladone maintains its firm grip on the kidult demographic by delivering on-trend, high-quality items. With The Mandalorian & Grogu marking an exciting new chapter in the Star Wars universe, fan enthusiasm shows no signs of slowing. Paladone’s Star Wars range taps into this popularity with statement lighting, desk collectibles and display-ready pieces that feel at home in any fan space.

“Licences, nostalgia and retro revivals define our pipeline,” states Chris. “More than half of adults claim that nostalgia directly influences their purchases, making it one of the most commercially effective emotional triggers. Blockbuster gaming, film and TV franchises are sticking around for longer than ever, creating multi-generational fandoms. The result of this is a growing pool of evergreen licences that keep major IPs front and centre. Kidult-focused products tap into

Paladone Tomy

pipeline for the foreseeable future.”

The Puremind Harry Potter collection, available from The Hobby Company, presents kidults with wooden 3D kits that have every tool and component included. They are straightforward to merchandise, easy to recommend and simple to gift. The range includes the Golden Snitch, the Sorting Hat and even a detailed Hedwig. With the Hogwarts Express, The Phoenix, Diagon Alley, plus much more all launching later this year, the range continues to grow and expand.

With an ever-growing line-up of collector and popculture IP, Jazwares continues to build ranges designed for fans and collectors to celebrate and engage with their fandoms. With Pokémon celebrating its milestone 30th anniversary this year, Jazwares is launching a range of fan-favourite products across plush and action figures, available for a limited-time only. There will also be new premium collectibles in the Select Series that are highly articulated and detailed.

Holly Oldham, Managing Director UK & European Distributors, Jazwares, explains: “Authenticity is key; fans want products that look and feel true to their favourite franchise, look great on display and ultimately allow them to connect with, and add value to, their fandoms. We are seeing nostalgia amongst young adults and collectors as a strong trend. Fandoms continue to expand, and there is a great opportunity to engage adult collectors with iconic brands they grew up with. These licences are a huge part of the strategic expansion of Squishmallows, with upcoming collaborations like Pokémon.”

It’s difficult to look at the Kidult category and not see evidence of Asia’s influence, with anime, kawaii and K-pop leading the charge. According to Circana, the fastest growing theme in the UK toy market in 2025 was Manga/Anime, which grew by +57%, accounting for almost 6% of all toy sales. The standout property within this area was Pokémon, which was also the top property in the total toy market, with £121m in value sales for 2025, representing an increase of +45% versus 2024.

Following a successful launch in Japan, Tomy is introducing PeriHapi to the UK, a new premium blind-

box range built around the concept of tear and reveal happiness. Representing a fresh addition to Tomy’s portfolio, the range combines surprise-led unboxing with design-led appeal and fan-favourite licences. Tomy has also recently announced the launch of Tomica. Known for its high-quality models, Tomica includes a wide selection of sought-after Japanese domestic market vehicles, supported by retail displays and ongoing product updates.

“Tomica is a major moment for us,” says Helena Stacey, Marketing Manager Toys. “In Japan, Tomica has a long-standing heritage as one of the most iconic die cast car brands, deeply embedded in both play culture and collecting. That legacy continues today, with strong enthusiasm from kidult collectors, particularly within the Japanese Domestic Market (JDM) space, where appreciation for detail, authenticity and design runs very deep. Bringing Tomica more prominently into the UK market allows us to tap into that global collector mindset while introducing a new generation to its heritage and

For Korean-inspired kidult gifts, Posh Paws has expanded its top-selling Kawaii Kuties range. The top-selling Kawaii Kuties, Cuddly Capybara and new launches Kanashiko and Onikuma, include core 10-inch and 12-inch plush and plush bag charm ranges, as well as new additions that include vinyl plush, 3D figurine blind boxes and surprise capsules, keychains, phone accessories and more. The range is seeing strong sales across grocers, traditional toy stores and pop-culture specialists. Posh Paws recently unveiled a brand-new window display at Hamleys’ Regent Street location. The installation is full of the popular plush, inviting customers into the store to explore and purchase the Kawaii Kuties range on the second floor.

PMI brings current trends directly into the hands of highly collectible audiences, creating products that feel timely, design focused and worth showcasing. The Asian blind unboxing experience plays a central role, delivering moments of discovery that naturally translate into social content. PMI has a number of popular ranges that cater to kidults, including Miiloo and Naruto Shippuden. Consumers are drawn to products like these that they can share online, style and integrate into their everyday look, whether through display pieces or wearable formats.

Collectibles are expected to continue to grow in 2026, with the 30th anniversary of Pokémon, the FIFA World Cup and a strong movie slate to boost Action Figures Collectibles, claims Circana. In addition, the trend for toys and plush with keychains that become wearable could encourage shoppers to expand their collection in 2026.

A number of suppliers are bridging that gap between wearable accessories and collectibles. A.B.Gee has firmly positioned itself as a go-to supplier for retailers looking to build

credible, high-impact collectible ranges. Its expansive portfolio reflects an understanding of what resonates with today’s kidult consumer: strong licences, distinctive formats and products that deliver both display appeal and repeat purchase potential. A.B.Gee distributes Funko’s Loungefly collection, which continues to gain traction with its backpacks, handbags and wallets that offer detailed, design-led takes on major licences, giving fans a way to express their interests beyond the shelf.

Each of Character Options’ MagMiMi mystery plush collectibles comes inside its own custom metal display tin, ideal for posing, storing and showing off a collection. They feature super-soft cuddly bodies, smooth stylised roto-cast heads, built-in magnets in every limb and premium metal keychains to take them anywhere. Users can wear them, stick them and link them, as well as pop them onto a finger, snap them onto the fridge, clip them to a bag or connect them together.

The Chiikawa Backpack Hangers from Heathside offer eight characters to collect, with rare 24K gold-plated and glitter chase variants providing the blind buy mechanic that keeps kidult shoppers coming back for more. There’s also the second series of Hatsune Miku Backpack Hangers, which has launched to impressive numbers, capitalising on the character's enduring global fandom. A similar 24K gold chase variant adds serious collector appeal and keeps the completionist crowd engaged.

“The fundamentals of the kidult sector are only strengthening,” concludes Alistair. “The generation that grew up in the golden age of hobby culture is now in peak earning years, and their appetite for premium, experience-led products shows no sign of slowing. At the same time, a younger adult audience is discovering these categories afresh, often through social media and community rather than childhood memory.

“What underpins all of this is the nature of the products themselves. Hobbies sustain engagement in a way that conventional toy purchases simply do not. Customers invest time, develop skills, join communities and keep coming back. That structural stickiness is what gives Kidult its long-term commercial resilience, and it is what distinguishes it from a trend. The retailers who build a credible adult hobby offering now will be significantly better positioned than those who wait. For the wider toy and games industry, Kidult represents a fundamental shift in who the customer is and what they expect. The brands and distributors who understand that will define the next decade.”

Over the following pages, Toy World takes a look into all things Kidult that are hitting shelves throughout the rest of 2026, how suppliers and retailers are making the most of the category and more.

The Hobby Company

HMV’s kidult strategy

HMV is an iconic international music and entertainment retailer, specialising in selling music, film and pop culture merchandise. Its kidult offering is immense and Mark Hooper, Head of Pop Culture at HMV, tells Toy World’s Caroline Tonks how the category is continuously shaping the business, both in the UK and abroad.

How has demand for pop culture and nostalgia-led products evolved over the past few years and what categories are performing particularly well right now?

The Kidult category has developed a lot. While Kidult has been around forever, I first started really looking at it about four or five years ago. It started coming to the fore and began working for HMV around the time that Marvel launched. I think people started remembering their own childhoods and had that sense of nostalgia.

The category’s evolution has been phenomenal. Looking at it now, the key area for us is trading cards, specifically Pokémon and Magic the Gathering. Both are huge for HMV and are pretty much exactly on par with each other in sales.

For Pokémon, you can see that's really been driven by kidults. When you look at the queues outside HMV every time we have Pokémon release, it's adults. The kids

come on the weekends and generally, most of the stock is already sold because the adults have been in and bought it first. It’s the same with Magic, and I think what’s pulled it up over the last couple of years is Universes Beyond. This is where they're looking at the kidult aspect and how they can increase their sales. It takes it to a whole other level.

Lego increases all the time; it's one of the key pillars of the Kidult category. Anime is another that has just exploded. It’s one of the areas that we're going to extend much further into over the next year. We sell quite a lot already, but we want to do more.

Doug Putman bought HMV back in 2019. How would you say the business has changed since his takeover and how do you think the company's approach to ranging in retail has evolved since then?

Doug taking over was the big change for the business. When he took over, we were still a music and visual store that had a little bit of merchandise in it. The first thing he did was encourage us to give 30% more of the store over to pop culture and merchandise. The second he joined, it changed completely. He made this the main emphasis for the first time ever because traditionally, HMV was all about the next music release and the next visual release, with a little merchandise to sell alongside it.

The whole idea had to change completely and now we're all about selling the merchandise. Yes, we've got good music releases and good visual releases, but the most important thing about those releases is how much merchandise will be selling off the back of it. That became the priority.

With these changes, Covid hit at a fortunate time for us because it gave us the opportunity to reformat our stores. We used that time to change everything we were doing. For example, we got completely new fixtures in our stores. We used to sell merchandise off the back of

a CD or DVD rack. We had nothing to sell on, and Doug decided to utilise the stores so we can predominantly sell merchandise.

The team changed as well. We originally had a team of two – now there are eight of us, plus the book team that has been split out. Each one of us has a particular area we’re truly passionate about. People across HMV want to join the head office team, so they can be in the pop culture department. This is the place where everything is happening.

We're always excited for the next box of pop culture to come through, as we like to see newness. Puremind has just started selling in the UK and we've pretty much taken all the product that's come in, and the reaction from our stores is phenomenal. Every single store has its own TikTok account, and that was the main range that they were posting about. It didn't matter what was getting released on music; it didn't matter what was coming out on visual.

That's how much it's changed – the whole dynamic of stores, the staff and where our focus is. Whereas it used to be on the music and the visual, it's now pop culture.

When assessing a potential kidult product or collectible line, what are the key characteristics you look for that indicate it will succeed at retail?

The first thing I look at is how excited the buyers get. The buyers know what the fandom of each particular area wants, because they are fans themselves. I look at how excited they get about it, and if they're excited, you can pretty much guarantee this is something that we should have.

We have this test when we get a new product in, where we ask ourselves: Is this cool? Do we love it? Do we want to own it? If we want to, then we know that our customers are going to want to. Obviously, you are taking a number of things into account, including pricing and

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packaging. However, I think the main thing is how does it make us feel? That's always going to be the key, and that's why it's really important to have a knowledgeable, passionate team around you.

When you're curating these ranges, how closely do you work with individual licensors and suppliers and what do you think makes a partnership particularly successful?

We liaise very closely with every supplier we work with. It's a team effort; there has to be that dynamic on all sides. We have really good relationships with a lot of our suppliers, especially DKB, Puremind, Wizards of the Coast and Asmodee.

What's good with the pop culture area is that suppliers are very passionate about what they do, and that shines through. The best relationships and the best suppliers are the ones that have that passion, and you can see it throughout. For any product to work, you need both sides – the supplier and us at HMV – selling it together. We need to be completely in sync.

These relationships with the suppliers are vital. Trends change very quickly in our industry, and we've all got to be ready to react to that immediately. You need that close relationship so you can be completely honest with each other. If you have that, things work so much better.

How do you balance evergreen and nostalgic brands with newer franchises that may have shorter trend cycles?

That is always a tough one. I think that we have a nice dynamic in our team. As an older member, I'm probably the more evergreen. I know quite a lot about the evergreen lines that have been around forever, whereas product that is coming through now, especially on the anime side, I don't have that depth of knowledge. But on this team, there are people that do, so I trust them.

I think it is important that you have that dynamic; you need those different age groups in your team. Looking internationally, HMV has expanded to different countries such as Ireland, Belgium and the Netherlands. Can you share any plans for further expansions that HMV might have internationally?

I can share that this is just the beginning, and it's something that HMV is very passionate about. While I can’t share anything concrete, I know that there will be more stores across Europe and I wouldn't be surprised if we have a presence in further countries in the near future.

It was interesting to see how each territory is different. Benelux is different to the Republic of Ireland which is different to the UK. It's getting to understand those nuances which has taken a bit of time, but sales are growing constantly. The year-on-year increases are unbelievable, and we can see the growth in our stores. This is making people think, how much further can we go?

The store that we opened most recently was in Amsterdam, and the footfall has been unbelievable. If you look at how we're doing in that Amsterdam store and put it into the UK mix for total sales, it's about 16th in the business. For pop culture and kidult sales, only Oxford Street outsells it. That gives you an idea of how big that area is out there – it's exploding.

With kidult consumers, have you noticed a difference between the UK vs. the international markets?

There has been one thing that we’ve noticed, which we're also starting to see in some of the bigger stores in the UK as well. If you go back three or four years, the average shopper that I would see in a UK store was probably somebody like me – an older guy that just turned 50.

We haven’t had this data for too long, but what we're seeing now in the EU is the consumer split is about 60/40, female to male. In the UK, it's more 55/45, male to female, but then we see, in locations like our Westfield store specifically, it's actually following that European trend, which is more 60/40 to female.

The demographic has come down a lot age wise, but the male to female demographic is changing as well, which I think is really interesting. The female consumer

is starting to become more important than the male one, which is not a place we've ever been in HMV before. As a result, we are adapting our retail offering slightly to what the demographic is.

Looking ahead, where do you see the biggest opportunities for growth within the kidult and pop culture markets? How is HMV positioning itself to capitalise on this?

I think with trading cards, we've only just scratched the surface. That's going to be a category that we're really going to look into extending. We do well with Magic the Gathering and Pokémon, which is brilliant, but that's only the beginning of what we can do in the trading card space.

When you look at stores like HMV, they generally carry the high level ranges. We want to be offering One Piece, Star Wars Unlimited, Disney Lorcana and KPop Demon Hunters, which will be coming out later in the year. There’s so much coming out for trading cards, and if you want to really maximise, you’ve got to offer it all. Trading cards are such a big market, and you want to stock what people love at the moment. There are so many areas to capitalise on, and the experience of shopping trading cards isn’t something that the big retailers have done particularly well. That’s why I take my inspiration from the independent hobby shops. They do it right, and I want to try and replicate that experience into bigger stores like ours.

We are speaking more to the Korean suppliers as well. K-pop is huge in Asia and America, but I don’t think they’ve really hit Europe yet. I think we’re going to see that grow massively over the next year or so. There is fandom in Europe, but not enough merchandise to match. It’s all made in Korea, so we are reaching out and talking to those suppliers, and over the next 6 to 12 months, we’ll have a lot more of their products in our stores. K-pop is one of the fastest growing areas for us and there are some major IPs that we want to bring over.

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Kidult catch-up

Suppliers tell us how they define "Kidult", how they create ranges aimed at this demographic and how they support toy retailers stocking kidult product, while retailers comment on how their kidult offering has evolved over the last year, what product ranges they're putting a major focus on and what demand they've seen from kidult consumers.

Holly Oldham

Managing Director UK & European Distributors, Jazwares

Collectors and fans are not defined in the traditional demographical frameworks. Instead, they span multiple generations and engage with their fandoms: like-minded passionate individuals. Over the past 2-3 years, the adult collector category has broadened significantly, with collecting becoming more visible and culturally accepted than ever before. Adults are the fastest-growing demographic of consumers purchasing toys, according to Circana.

For adult collectors, the approach lies within authenticity and adding value to their fandoms. Collectors desire, and even expect, a deep level of brand accuracy and storytelling within the products they buy. Packaging, sculpting and deco all play a key part in this, along with product and character choice.

This is the era for the adult collector. For retailers looking to strengthen their appeal to adult collectors, creating theatre and experience is becoming increasingly important. We work closely with retail partners on collector-led merchandising, activations and experiential opportunities, whether that’s premium Pokémon feature space or our recent Star Wars Micro Galaxy Squadron diorama displays at Disney Store, in order to become a destination for fans and ultimately drive sell-through.

Andy Hobbs

Director, LA Brands

I would define kidults as adults looking for shared entertainment experiences they can enjoy with friends and family, whether that’s date nights, games nights, social gatherings or screenfree activities at home.

Over the past few years, the category has shifted from nostalgia-led products and collectibles to immersive and social experiences.

Our approach hasn’t changed dramatically, as our products were originally created during lockdown when adults were searching for new ways to connect and entertain themselves at home, really at the beginning of the rise of the Kidult category. Rather than focusing on gameplay or mechanics, we prioritise immersive storytelling, realistic physical components and themes that resonate with adult audiences. When developing new ranges, we look closely at genres, licences and crime-based narratives that will appeal to kidults.

We’re continuing to expand the range with lots of new titles, themes and settings designed specifically to appeal to the growing kidult audience, giving retailers regular newness and strong repeat purchase potential. To support stockists in-store, we also offer merchandising solutions including eye-catching POS materials and dedicated FSDUs designed to maximise visibility.

Alex Prieto

Director of Fun, Eolo Toys

Kidults used to be about nostalgia; now it’s about self-expression. In the last few years, we’ve seen a shift towards products that reflect identity, taste and lifestyle. It’s less about looking back, and more about showing who you are. Design, attitude and shareability are now key drivers, especially in a world shaped by social media. Kidults aren’t buying toys; they’re choosing pieces with personality. With kidults, it starts with attitude. The product needs a clear identity and a strong visual language. It has to stand out, not blend in. That’s where Tattoo Zoo fits perfectly, mixing plush with tattoo culture to create something bold, unexpected and highly collectible. It’s not just about play; it’s about design, emotion and how the product lives beyond the shelf.

Kidult retail is about impact and differentiation. We support retailers with ranges that are visually strong, easy to position and built to stand out, like Tattoo Zoo. At the same time, we provide the tools to bring them to life in-store through storytelling and merchandising. And we keep it moving, with new drops and evolving collections that keep the offer fresh and engaging.

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Will Collinson

General Manager - UK & Europe, Zuru

At Zuru, we define kidults broadly as consumers aged 12 and over who buy toys for themselves, but the real story of the past two to three years has been the explosion of the 18+ adult collector. What was once a niche sub-segment is now one of the most influential growth engines in the entire toy industry, with adults consistently outpacing every other age group in Circana's tracking. The shift isn't just about size, it's about behaviour. Kidults used to peak around Christmas and key gifting windows; today they buy year-round, driven by collectible drops, social media trends, nostalgia and the emotional payoff of unboxing. We've seen it first-hand with ranges like Mini Brands and Fuggler. The adult collector is no longer a seasonal bonus; in many cases they're setting the pace.

The biggest difference between creating ranges aimed at kidults vs traditional children's toys is speed and trend sensitivity. Traditional ranges tend to be built around long-running play patterns and brand worlds we can develop over years; kidult ranges live and die by cultural moments, so the entire approach has to be sharper and more reactive. Trend spotting, design, manufacturing and retail rollout all have to squeeze into a window measured in months rather than years. Quality and finish also become non-negotiable. Kidults are discerning buyers who notice detail, so the sculpt, the packaging and the unboxing experience matter as much as the product itself. Mini Brands (and our incoming Starbox range) are great examples of where that comes together. Both are trend driven categories, with a premium feel and mass market distribution, at accessible price points.

We have a two-pronged approach when supporting toy retailers: bring the magic into store and meet the audience where they already are online. In-store we're investing heavily in on-shelf theatre – display boxes and branded POS, dedicated bays and eyecatching displays that turn the kidult aisle into a destination rather than a stop on the way to the checkout. Visual impact matters because so much of this purchase is impulse and emotion. Online, our job is to make sure the product is already a conversation before the shopper ever walks into a store, so we're consistently fuelling TikTok, Instagram and YouTube with content built to be shared through unboxings, reveals, creator partnerships and turning organic virality into footfall. When we get that loop right, social buzz and traction pulls shoppers into store, and the in-store experience converts it into a basket. That's the kind of joined-up partnership needed to win the kidult shopper.

Alistair

Brebner

Commercial Director, The Hobby Company

For us, “Kidult” has always been about mindset rather than age. People buying for themselves, whether that's for the pleasure of building, the satisfaction of collecting or simply having something worth displaying at home. That's not a new concept for The Hobby Company. We've been supplying serious hobbyists for years, so in many ways we were already operating in this space before the toy trade started calling it Kidult.

What has shifted is the breadth of the audience. Two or three years ago, it was predominantly experienced hobbyists and dedicated collectors. Now we're seeing a much wider demographic engaging with the category. Younger adults, lapsed hobbyists returning and a significant wave of gift buyers looking for something more considered. Nostalgia-driven licences, social media and a genuine appetite for hands-on, screen-free activity have all accelerated that. The category hasn't just grown, it's matured, and it's now firmly on the radar of every serious retailer.

Our approach to creating ranges aimed at kidults vs traditional children's toys isn't entirely different for us, because we've always sourced with an adult audience in mind. What has changed is how deliberately we now curate for this space.

With Kidult, the finished object matters as much as the product itself. Displayability, quality of materials, the build experience; all of these carry real weight in purchase decisions. Licences need to resonate with adults specifically, whether that's nostalgia for Astro Boy and retro aesthetics through Pantasy, or the enduring appeal of Harry Potter through Puremind. Price architecture also works differently. Adult consumers will stretch their budget significantly if the product justifies it, which is why we're confident ranging from £19.99 entry points right through to premium builds well above £100.

Being a business that bridges the traditional hobby world and the toy trade puts us in a genuinely rare position here. We understand what serious hobbyists expect from a product, and we understand what retailers need commercially. That combination shapes everything we bring to market.

When appealing to the kidult demographic at retail, it starts with the product. Making sure we're bringing ranges to market that are clearly differentiated, visually strong and built around the way adult consumers actually shop. Pantasy and Puremind Harry Potter both deliver on that, and our wider portfolio across Tamiya, Bandai Spirits and Cada means retailers can build a coherent, credible adult hobby destination through a single distributor.

Beyond the product itself, we support retailers with merchandising guidance, imagery and genuine product knowledge to help them present these ranges effectively. Kidult products rarely perform at their best without the right context; displayed well, with space to breathe, they tell their own story. We help retailers tell it confidently.

For those building the category from scratch, our flexible ordering means ranging decisions can be made without significant upfront commitment. Test, learn and build depth as demand develops. With what we believe is one of the broadest Kidult portfolios available through a single UK distributor, the opportunity is there for retailers of all sizes to make this category their own.

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Andrew Staff

Managing Director, Forbidden Planet

Over the last year, our Kidult offering has evolved significantly, both in scale and in how central it has become to the overall business. What was once a complementary category alongside comics and collectibles has now become one of the key growth drivers across our stores. We’ve expanded both the breadth of ranges and the way we merchandise them, with a much stronger focus on creating destination areas in-store that appeal to collectors, enthusiasts and customers looking for more experiential retail.

The strongest growth has come from blind box collectibles, anime-inspired products, trading cards and premium collectible ranges. Brands such as Pop Mart, Funko, Bandai and Pokémon continue to perform exceptionally well, alongside manga-related merchandise and higher-end display collectibles. We’re also seeing strong crossover demand from customers who grew up with these brands and characters and now have greater disposable income to spend on collecting and nostalgia-led purchases.

Demand from kidult consumers has been extremely strong across our estate and continues to grow. Customers are increasingly looking for discoveryled shopping experiences, exclusives and products with collectability and community appeal. Social media and unboxing culture have also had a major influence, particularly around blind boxes and trading cards, helping to drive repeat visits and impulse purchasing. The category has become one of the most exciting and fastest-growing areas of the business for us.

Abii Lavery

External Marketing Coordinator, Pyramid International

We’ve seen a massive shift as Kidult has moved from being a sub-culture to being a way fans can connect with nostalgia in their day-to-day lives. Consumers are actively engaging with pop culture as a part of their identity and a way to individualise. This audience is looking for products that feel relevant to their interests and lifestyle, which is driving demand for more considered, design-led licensed products.

We are fortunate to come from a foundation of geek-culture merchandising, which gives us an edge on all things Kidult. The breadth of our product format and licence portfolio allows us to fine-tune our ranges to specific age groups, without falling short on their key desires and demands. Kidult products are created with an emphasis on elevated design and functionality, while still maintaining a strong connection to the character or licence.

A key opportunity for toy retailers lies in products that blur the line between toys and lifestyle; formats that combine functionality with interaction. Our premium Luxe Slider Notebooks and Spinner Keychains are great examples of this. Character-led, collectible accessories give a subtle nod to consumers’ favourite licences and characters while still feeling practical and personalisable. Alongside this, flexible ranges and merchandising solutions help retailers create displays that appeal to both kids and kidults, driving engagement and encouraging purchases in-store.

Geoff Sheffield

Buying Director, The Entertainer

As a retailer and an industry, we’ve always had toys and collectibles which have bridged the age groups, be that Funko, Lego for adults (Icons, Technic etc), Hasbro Black Series, Squishmallows, Collector Barbie series or Hot Wheels. Where relevant, we’ve always played a part in this space. However, the last year we have significantly upped our participation to reflect the demand in the market, underpinned by the data telling us all that a third of the toy market in the UK is driven by kidults. In addition, since becoming an Employee Ownership Trust in the last 12 months, we’ve been able to stock new brands and licences which we were previously unable to sell, helping us rapidly expand our Kidult offering and become a destination for the most sought-after brands.

A key driver in this space has been the elevation of our blind box offering. In May last year, we launched our first Pop Mart vending machine in our Bluewater store and saw immediate success. We are in the midst of rolling out additional Pop Mart Roboshop machines to more than 12 of our stores, and customers have really responded strongly to this. We have further increased our blind box offering working with the likes of Mighty Jaxx, YuMe Toys and ranges from Khadou to provide a compelling offer on shelf. We’ve entered back into the trading card space working with the likes of Asmodee and Hasbro with the introduction of Pokémon, Magic the Gathering and One Piece. And we’re developing our existing ranges with Funko, Bandai and Lego. We’re also very excited about the launch of the Meccano Pro series with the recently announced Ducati line and more to come in this space as our private label and fast-growing range.

Demand is strong. We are encouraged by what we have seen and continue behind the scenes to develop a broader approach to this part of the business, and I am genuinely excited about our plans going forward and would encourage suppliers with relevant product in this space to get in touch if they aren’t already talking to the team here. We recognise that many customers of this product are not fascia brand loyal, so making sure we are seen as a destination for this category, the best brands and latest trends, is key to our Kidult strategy.

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Omer Dekel

CEO, PMI

The definition of Kidult has evolved significantly over the past two to three years. In the past, adult collectors were more niche and often under the radar. Today, kidults are highly visible and engaged. They are young adults and adults who actively collect, display and share their collections with pride. More importantly, they invest in what they buy. For them, it is not just about ownership, but about the full experience, from discovery to unboxing to display. This shift is one of the reasons why formats like blind boxes have become so successful, as they deliver on that sense of anticipation and engagement.

PMI’s approach to Kidult-focused ranges reflects this mindset. There is a strong emphasis not only on the product itself, but also on the external experience, including packaging, design and overall presentation. Significant investment goes into research, detailing and creating products that are visually impactful and shareable. While children often move quickly from one trend to another, kidults tend to build and expand their collections over time, driven by personal taste and emotional connection. They also have independent purchasing power, which leads to more intentional and repeated buying behaviour.

To support retailers targeting this audience, PMI focuses heavily on social media activations, working with content creators who are kidults themselves. This drives authentic engagement, builds credibility and helps products gain visibility quickly. As a result, demand is amplified organically, encouraging consumers to actively seek out these products in-store.

Ben Hogg

Head of Marketing, Simba Smoby UK

Richard North

President, Wow! Stuff

Kidult used to mean nostalgic adults buying back their childhood. 10 years ago, that was considered niche. Today, it’s a key part of our industry. To us, today’s kidult is any adult who refuses to switch off play, whether that’s collecting, displaying, gifting or just pride of ownership.

The shift in the last two or three years is massive. It’s gone from niche behaviour to mainstream culture. Social media, stress and the need for escapism have all accelerated it. To put it simply, play is no longer age gated, and brands that still think it is are already behind.

At Wow! Stuff, we don’t start with age; we start with innovation. For kids, it’s about discovery and imagination, but for kidults, it’s more about identity and pride of ownership or the “I need that” and IRL (In Real Life) moments. We’ve also found the bar is actually higher for kidults in terms of quality and design. Plus, the ability to share their IRL online. For us, if it doesn’t look good on a shelf and on social, it doesn’t make the cut.

Retailers don’t need more product; they need theatre and ideas to sell differently. We support partners by creating standout, conversation-starting product – the kind that stops people mid-aisle or mid scroll, then packaging that feels giftable, display-worthy and slightly disruptive. Think about our Disney Stitch Puppetronic by RealFX or our Pokémon Pikachu Puppetronic by RealFX. The packaging is truly standout and leaning into social-first storytelling drives adults into stores or shopping online. Kidults don’t shop like kids. They browse, they film, they share, they impulse buy. Because when you get kidult product right, you don’t just sell toys; you sell wow moments they didn’t know existed but then want instantly.

Over the past few years, the Kidult market has evolved from being driven largely by nostalgia with adults rediscovering characters and brands they loved growing up. While that emotional connection is still a huge driving force, today’s kidults are also embracing new ranges and emerging brands, enjoying building entirely new collections rather than just revisiting old favourites.

With kidult fans of our Jada Toys range, we see demand across the spectrum. The success of the Street Fighter Deluxe Action Figures demonstrates the appeal of iconic licences, while newer additions to our collectible Metal Figs range, such as One Piece and Rick & Morty, show that kidults are enjoying discovering current pop culture worlds too.

Play value and age-appropriate features are much more of a focus with traditional toys whereas toys aimed at kidults are about collectability, authenticity and displayability.

Kidults love detail, particularly with licensed ranges where they already know that world intimately. With that in mind, characters, vehicles and accessories need to feel like true replicas, like they’ve stepped straight off the screen. Authenticity is a major selling point with our new Star Wars RC lines which feature realistic sound effects, walking motion and styling that reflects the vehicles in the latest movie. Getting this right builds trust and encourages repeat purchases in the long-run as people build their collections.

Packaging is also incredibly important. Many collectors want products to look great on shelf, so premium packaging is essential. A recent example from our Disney Plush range is the 25cm Star Wars Mandalorian and Mini Grogu which wears a shiny, metallic-finish armour and comes in movie-branded display box with collectors in mind.

Supporting retailers is a priority for us, especially as kidults are highly engaged and proactive in seeking out the latest launches. Our marketing strategy ensures collectors know exactly where they can shop our newest releases.

We have built strong fan communities which we consistently engage with through social media platforms, targeted digital advertising and newsletter databases. Through these channels, we showcase upcoming launches, hero products and retailer availability. Influencer marketing is also key. With our Majorette Collection range of 1:64 scale collectible cars, we work closely with high profile collectors to announce when new waves arrive in stores. This is a proven way of driving excitement with fans, and ultimately footfall and online click-throughs to our retail customers.

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Zoe Ryan

Head of Marketing, Fizz Creations

The kidult market is really about consumers buying products that create an emotional connection through nostalgia, fandom, humour or collectability. Over the past few years, that audience has broadened massively. It’s no longer just retro toy collectors; it now includes gamers, pop culture fans, lifestyle shoppers and social media-driven consumers who want products that feel fun, authentic and shareable.

When designing for kidults, we focus much more on brand authenticity, aesthetics, collectability and display appeal. Packaging, licensing and the emotional connection to the IP become incredibly important. Adult consumers want products that feel genuine to the original brand experience while still delivering something fresh and giftable. There’s also a stronger focus on quality, shelf presence and creating products people are proud to own or display.

We’re investing heavily in licensed categories with proven fanbases and strong visual appeal at retail. Our gaming ranges are designed to create impactful displays and encourage repeat purchasing across multiple licences and formats. We also support retailers with digital assets, lifestyle imagery, social media activity and ongoing newness across licences to help keep the category exciting. We see huge long-term potential in Kidult and are building our ranges with that future growth in mind.

Mary Wood

Managing Director Europe, Tomy

Ellie Bergin

Brand Manager, Epoch Making Toys

As the kidult sphere has continued to grow and grow, the audience has fragmented. It no longer simply refers to adults who like or collect toys, but encompasses several distinct micro-segments with different motivations, spending patterns and product preferences. The term has expanded to incorporate a whole aesthetic and lifestyle category, moving from a niche hobby to part of mainstream culture. For example, wearing your collectibles is now seen as a badge of honour, a form of self-expression and a fashion statement.

Kidults are particularly looking for premium quality toys, detailed styling and items they can collect and display, so while the core design of Sylvanian Families hasn’t changed, we have certain ranges which naturally appeal more to this audience. We’ve expanded our offering of Sylvanian Families keyrings, special edition sets and seasonal SKUs, as well as our range of babies which tap into the cute aesthetic that resonates with kidults.

In addition, Epoch Games has launched its new Battle Games Heroes range of licensed anime games which let fans display and play iconic battle scenes from their favourite animes, while enjoying the collectability, connectivity and highly detailed character figures.

We’ve recently executed events at Selfridges and Miniso, whose core demographic is very much aligned with the kidult audience, with special offers, free gifts with purchase and character costume visits. We’ve also tailored our marketing plans, including working with kidult influencers and attending conventions such as Comic Con and Hyper Japan, to further increase our brand presence in this kidult sphere and connect with kidults directly.

At Tomy, we see the kidult audience as a natural extension of our Asobi philosophy – play without boundaries. A few years ago, kidults were largely defined by nostalgia and collecting, but today that’s evolved. We’re seeing adults engage with play as a form of self-expression, relaxation and even social connection. It’s less about looking back and more about how play fits into modern lifestyles.

The shift between kidults vs traditional children's toys really influences how we design. When we’re creating for kidults, we’re thinking about craftsmanship, detail and emotional resonance. There’s a greater focus on premium finishes, fa- favourite IP partnerships and products that people are proud to display as well as interact with. But at the same time, we stay true to Asobi; it still must feel playful, intuitive and bring a sense of joy, regardless of age.

From a retail perspective, collaboration is key. We work very closely with our partners. We share insights into trends, listen to what’s performing well in-store and what customers are actively seeking, and then respond quickly with the right product solutions. Alongside that, we support with tailored display options, from FSDUs and dioramas to more permanent in-store fixtures, helping bring the world of our brands to life. We also connect closely with retailers’ marketing teams to align campaigns and messaging, ensuring a joined-up approach that supports both sides and creates a stronger, more engaging experience for the consumer.

FIGURES

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Olivia Mayne Head of UK Buying, Menkind

When we last caught up with Toy World, we had not yet launched our Blind Box range. That is now in full swing and performing brilliantly – led by the likes of Funky Mystery Minis and Monogram bag clips. This now forms part of our collectibles range, and we will continue to grow the range and space given to it in-store. We have also had huge success with Left-Field Toys’ Blokees range and are dedicating more space and display areas to this in-store too.

Outside of licensed merch, but still very much sought after, trend-driven product being purchased for/by both children and adults is fidget sensory toys. We have had a brilliant start to the year with various branded sugar squishes and see (or at least hope to see) this continuing long into the summer and into Christmas gifting. And as ever, Pokémon TCG continues to drive footfall and demand; it seems to be becoming increasingly popular as the years go on.

Max Nelson

Sales Director, Heathside

Kidult is a relatively new term for something that has been around for a very long time, the collector market. While the term mainly focuses on adult collectors, we see it much more broadly. Whether it’s children, teenagers or adults buying fandom and pop culture products for themselves or as gifts, this audience has always existed and is something we have been tapped into for many years.

What has changed is the visibility and scale of it. Collectibles are now far more mainstream, driven by greater retail awareness, stronger representation on shelf and the continued rise of formats such as blind boxes. We’re seeing more retailers actively leaning into the space and recognising the value of catering to collectors and pop culture fans.

With collectibles, fans notice every detail, so getting the look, format and feel of a product right is hugely important. Whether it is the styling, packaging or even the price point, it has to feel authentic to the licence and something fans genuinely want to own and display. Our team are genuine fans themselves, which helps shape the products we create and has played a big part in building our reputation within the collector market.

We always aim to work as a trusted partner, advising retailers on what’s hot and what we believe will work, even when we don’t hold the product or licence ourselves. Timing is everything in collectibles, and success comes from keeping ranges fresh and regularly giving fans something new to discover.

One of our strengths is bringing stock in domestically, which allows retailers to test new brands and licences with lower risk before committing more heavily. That flexibility has helped us build strong partnerships across the market.

Malcolm Ottley

Senior Vice President and Regional General Manager – EMEA, Funko

At Funko, we define kidults as adult fans and collectors who actively engage with pop culture through collecting, display and fandom expression. It’s a broad and highly engaged audience that spans multiple age groups, all united by a shared passion for characters, franchises and storytelling.

Over the past 2–3 years, the definition has shifted from being primarily nostalgia-led to something more current and culturedriven. While nostalgia is still important, we’re seeing kidults increasingly engage with new and fast-moving IP, particularly from streaming platforms, anime, gaming and live-action adaptations. The success of titles like One Piece’s live-action series has brought entirely new audiences into collecting, alongside long-standing fandoms in Marvel, Disney and horror.

Rather than focusing on play patterns, we focus on authenticity, detail and display value. Kidult products are designed to celebrate characters in stylised, collectible form, with a strong emphasis on reflecting current trends and staying culturally relevant.

We also place significant importance on licensing breadth and speed-to-market. Kidult audiences are highly responsive to new releases, particularly from streaming hits, anime, sport and film franchises, so being on the pulse is key.

Our Pop! ranges are designed specifically for display and collecting rather than traditional play, while formats like Pop! Mystery or Bitty Pop! extend that experience through surprise, scale variation and collectability, offering new ways for fans to engage with their fandom.

We support retailers in a number of ways, starting with trend-led product development that aligns closely with cultural moments and fandom spikes. Whether it’s major sporting events or new film releases, we ensure retailers have access to relevant, high-demand product at the right time.

In addition, we provide strong support around IP education and forecasting insights, helping retailers understand which franchises are gaining traction with kidult audiences, whether that’s emerging anime titles or national sporting events.

Ultimately, our goal is to make it as easy as possible for retailers to tap into kidult demand with products that are instantly recognisable, highly collectible and strongly driven by fandom engagement.

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Andrew Addley

Operations Director, SMF Toytown

We have placed significant focus on Kidult for several years, and this continued emphasis has resulted in the category requiring increased shelf space year-on-year. Against a backdrop of declining traditional toy play among children, driven largely by the rise of digital gadgets, Kidult has become a welcome and important contributor to overall sales.

A notable proportion of demand is being generated through online social media, with many consumers now purchasing products to collect and, in some cases, re-sell in the future. Alongside this, there remains a strong customer base buying products purely for their own enjoyment, creating a healthy mix of collectors, enthusiasts and speculators.

Overall, the category continues to perform strongly, with Kidult sales increasing by 15% year-on-year, reinforcing its growing importance within our range and our commercial strategy.

We have a strong Funko presence across our stores and place a high priority on staying in stock of the latest lines to ensure we keep pace with current trends and fan demand.

Alongside this, our Gunpla range with Bandai has shown sustained growth over the past few years. It offers something clearly differentiated from our traditional assortment, appealing strongly to hobbyists and collectors and helping us broaden the definition of what Kidult means within our stores.

More recently, Blokees from Left-Field Toys has been a standout success. The combination of good pricing and strong product execution fits the Kidult category perfectly and has resonated well with our customers.

Pokémon, WWE and Lego also remain key pillars of our Kidult mix. While they are widely recognised and established brands, they continue to deliver strong demand and play an important role in driving repeat visits and long-term engagement with adult consumers.

Demand for Kidult products is as strong as it has ever been for us, and we believe this will continue to grow. It remains a key strategic focus moving forward. Customers are very clear about what they want, and suppliers are doing an excellent job of tapping into those needs and trends as they evolve.

Kidult plays an important role in attracting a broader customer demographic into our stores, which is extremely positive for the overall business.

James

Luff

Martin Allmark

Toy Buyer/Brand Manager, Diamond Comics Distributors UK

Kidult has always been prominent for Diamond Comic Distributors UK. Over the past 2-3 years, we have seen a big increase in sales from Retro Action Figures, Blind Box Collectibles, Statues and Collected Editions. Retailers are expanding beyond traditional toys into licensed collectibles, premium construction kits, anime, gaming, film and pop-culture merchandise and we are seeing strong cross-generational interest in brands and product from the likes of Lego, Pokémon, Funko and Hasbro We create ranges for both kids and kidults and encourage all ages to visit their local comic shops. The children of today are tomorrow’s kidult collectors and potentially lifelong returning customers and fans.

We are creating bespoke comic packs, helping to bring comic licences to a wider customer base. The comic packs are designed with new collectors in mind and for retailers wanting to try them without having to stock everything. We have recently seen Dynamite Entertainment’s Ben 10 comic series become the latest smash hit, highlighting that its original audience is now in that Kidult category.

Managing Director, DKB Toys and Distribution

At DKB, we see a kidult as anyone who’s grown up but hasn’t lost that love for toys, collectibles and pop culture. It’s not just about nostalgia anymore, although that still plays a huge part; it’s about self-expression, fandom and being part of a community. Over the past couple of years, we have seen the category really evolve from being quite niche to something much more mainstream. Today’s kidult audience is heavily influenced by current trends like anime, gaming, K-pop and big entertainment releases, not just retro brands. We’re also seeing people engage more through social media, with collecting, displaying and sharing becoming a big part of the experience.

Kidult products are much more about collectability and design rather than play. You’re looking for a special something that people want to display, complete and talk about, so authenticity to the licence and attention to detail are really important. Packaging plays a huge role too; often it’s a big part of the product rather than something that gets thrown away. Formats like blind bags and blind boxes are key as well, because they add that element of surprise and encourage repeat purchases. With kids’ toys, the focus is much more on play patterns, durability and accessibility, whereas with kidults, it’s about tapping into fandom and creating something that feels special.

We’re working closely with our retail partners to help them make the most of this growing space. A big part of that is making sure they’ve got access to the right licences and on-trend ranges, especially in areas like anime and pop culture collectibles, which are performing strongly. We also support with merchandising ideas, whether that’s creating dedicated kidult sections in-store or using display solutions that really show off the products. Sharing insight is another key part as we help retailers understand what’s trending and what’s coming next so they can stay ahead. And with formats like blind bags at accessible price points, we’re helping drive impulse purchases while still appealing to more serious collectors.

Yu-Gi-Oh!

World Championship Qualifier –

Nationals return across Europe

Konami Digital Entertainment, B.V. (Konami) has announced the 2026 European Yu-Gi-Oh! World Championship Qualifier –Nationals for Yu-Gi-Oh! Trading Card Game (TCG). The Nationals are scheduled across Europe with the first event having been held in Switzerland, Madiswil 25th-26th April. Open to the public, Duelists across Europe can enter the Nationals and compete for one of the coveted places at this year’s Yu-Gi-Oh! World Championship Qualifier (WCQ) with a chance to advance to the Yu-Gi-Oh! World Championship (WCS) in Tokyo.

The 2026 European Yu-Gi-Oh! World Championship Qualifier – Nationals take place between 25th April – 30th June in 16 countries across the continent including the UK, Italy, France, Germany and Spain. At most National Championships, there is also a Dragon Duel National Championship taking place aimed at the younger Duelists born in 2012 or later.

The UK Yu-Gi-Oh! Nationals will take place at the NEC Birmingham from 12th-14th June. Open to the public, it costs £22.25 to enter, which includes tournament entry and five booster packs.

Duelists will compete to be crowned National Champion and win special prizes. However, the stakes go far beyond the title of National Champion 2026 as the top Duelists from the tournament will earn an invitation to the European WCQ in Brussels, Belgium from 10th-12th July.

From the European WCQ, the winner alongside top performing Duelists will qualify from Europe to compete for the Yu-Gi-Oh! World Championship in Ariake, Japan from 28th-30th August and earn the opportunity to be crowned Yu-Gi-Oh! TCG World Champion 2026.

This year’s WCS will feature tournaments in four different categories:

• Yu-Gi-Oh! Trading Card Game

• Yu-Gi-Oh! Master Duel

newsanalysis

• Yu-Gi-Oh! Duel Links (Rush Duel)

• Yu-Gi-Oh! Duel Links (Speed Duel)

Trading cards: one of the first kidult collectible sensations?

Philip Hatch, Head of Marketing and Events, All About Games, shares his thoughts on the history of the Kidult category, the growing relevance of trading cards within this space and how All About Games can help toy suppliers bring new TCG brands to the market.

It’s no surprise that the rise of the Kidult category is often attributed to Covid, when the lack of social outings and holiday travel led to increased consumer spending on activities and collectibles for the home.

The kidult trend might seem like a recent phenomenon to many, but while the term has recently resurfaced, it actually originates from the 1950s. There is an interesting BBC article that explains how kidult was originally a label used to identify programming that appealed to a broad family audience of both adults and children.

I’ve often wondered if the term is more of a corporate buzzword for an idealised customer profile rather than a term that real people actually use to describe themselves, but whether the customers are referring to themselves as adult collectors or kidults isn’t important. The results are clear –kidult is here to stay.

At All About Games, we’re no strangers to the kidult fever that is sweeping the toy trade. For the last two decades, trading cards have seen a huge boom. Pokémon cards are a perfect example of a product that was envisaged for children but has garnered a strong following of adult collectors thanks to the product’s longevity with fans and the collectors that

invest in the category.

Recently, we’ve seen a huge spike in interest from the toy industry when it comes to trading card games. Publishers are often daunted to realise just what a unique beast TCGs are.

The need for a product pipeline that supports the continuous development, design and production of a TCG release every 3-4 months can be intimidating upfront. Alongside this, it is essential to have a robust end consumer marketing strategy that keeps TCG products relevant and competitive in a crowded market.

Thankfully, that is where All About Games can step in and help, acting as an extension of a team to bring new TCG brands to the market. Our team has more than 150 years of combined experience in the tabletop gaming industry and has previously launched multi-million dollar trading card products into Hobby and Mass Market internationally.

We’re now offering specialist TCG Sales Packages to businesses looking to access the lucrative kidult collector market with a new wave of trading card games. Contact info@aagc.games for more information.

Character Options

01616 339 800 | www.character-online.com

sales@charactergroup.plc.uk

Character Options has an abundance of collectibles for the growing kidult movement. Kidults can get ready to dive into a world of endless fashion inspiration with the Kimmon OOTD Series. This latest offering from Kimmon reimagines the beloved characters in a variety of trendy, everyday outfits, from cozy sweaters and stylish overalls to chic hoodies and sailor dresses. Seven stylish outfits mean an OOTD from Monday through to Sunday with each plush doll being a tiny fashion icon, ideal for collectors, fashion lovers and anyone who loves to curate their own unique style.

Kimmon fans can also step into a whimsical world with the Kimmon Dream Maker Series. These plush blind boxes feature a collection of six unique bunny-themed characters, each with their own distinct angelic or devilish charm. Whether pure white Angel or the fiery red Devil, every figure is designed to spark joy and imagination. There’s also Kimmon Colour Rhapsody, a bold, graffitiinspired world with characters in eye-catching, multi-coloured camouflage patterns, blending street art energy with the cuddly charm fans know and love.

MagMiMi are the mystery plush collectibles with a magnetic personality. Every MagMiMi comes inside its own custom metal display tin, ideal for posing, storing and showing off a collection. Each one features a super-soft cuddly body, a smooth stylised roto-cast head, built-in magnets in every limb and a premium metal keychain to take them anywhere. Users can wear them, stick them and link them, as well as pop them onto a finger, snap them onto the fridge, clip them to a bag or connect them together,

There are nine MagMiMi friends to collect in Series One, which will be launched with a supersized marketing drive to include TikTok YouTube, Meta and an influencer outreach programme.

Character Options’ 2026 portfolio is supported by substantial PR and marketing campaigns. For more information, get in touch via the details above.

DKB Toys and Distribution

Puremind is tapping into the unstoppable growth of anime with a fresh collectibles range inspired by some of the genre’s most talked-about titles, including Jujutsu Kaisen, Chainsaw Man and Frieren: Beyond Journey’s End. Celebrating fan-favourite characters and memorable moments, the officially licensed collection brings anime style into everyday spaces through a mix of collectibles and blind box formats.

Created with fans front of mind, the Puremind range blends playful, character-led design with strong display appeal. The line-up spans plush, acrylic and wooden gallery-style pieces, offering retailers a broad selection across price points and product formats. This versatility makes the range equally suited to specialist anime stores and mainstream retailers looking to capitalise on the ever-growing kidult market.

At the heart of the collection are the blind box collectibles, including Slice of Life figures, mini acrylic stands and Cat Ear Plush bag clips. Each blind box contains a surprise character in a charming, stylised form, encouraging repeat purchases as collectors work towards completing full sets. This proven mystery format continues to perform strongly at retail, driving engagement and adding excitement to every unboxing.

Wooden gallery pieces add a more decorative dimension to the range. These small, framed scenes and art displays spotlight iconic characters and memorable moments, particularly from Jujutsu Kaisen and Chainsaw Man. Crafted from printed wood and designed for easy shelf or desk display, they offer an accessible alternative to traditional figures while maintaining strong visual impact.

The range also includes Jujutsu Kaisen pin badges and bag clips, providing affordable, wearable collectibles ideal for gifting and impulse purchases. Meanwhile, the softer side of anime is represented through plush lines inspired by Frieren and Naruto, appealing to fans seeking cute, huggable versions of their favourite characters that can be easily attached to backpacks or displayed at home.

The initial launch has already made a strong impression, with pre-orders selling out and the first wave landing in HMV stores selling through rapidly. With demand showing no signs of slowing, the future of the Puremind range looks bright. Additional licences are already in the pipeline, including DanDaDan and further Naruto expansions, positioning the brand as one to watch as the anime category continues its retail growth into 2026.

Alongside Puremind, Monogram continues to be a dominant force in the collectible kidult space, driven by a portfolio of high-profile pop culture licences. The brand has seen significant growth in both catalogue size and consumer popularity, with bag clips, magnets and now pin badges featuring some of the most recognisable characters in entertainment.

2026 has already proved to be a standout year, with the first quarter dominated by KPop Demon Hunters bag clips, which have delivered strong sales at retail. The range is set to expand further with new bag clip collections, including a special edition exclusive for DKB, with magnets and pins scheduled to follow later in the year.

Sold in blind bag format, each Monogram clip features a hidden character, turning every purchase into a reveal moment.

MGA Entertainment

07488 335 251 | www.mgae.com

As MGA’s Miniverse continues to go from strength to strength, it is set to launch an exciting range of new products this autumn. Expanding into new categories, these releases are designed to capture the hearts of kidults everywhere who are searching for their next Miniverse sets to craft, build and enjoy.

This month, the brand is excited to launch its unique and groundbreaking new collection with retailers, an innovative new line which taps into a whole new audience within the kidult market and will resonate with music lovers across the nation. MGA’s Miniverse Real Music is a revolutionary music experience which blends miniature play with some of the world’s most legendary songs. Within the collection is MGA's Miniverse Real Music Vinyl, a set which includes fully playable mini vinyls in each collectible ball. Artists include Britney Spears, The Beach Boys, Def Leppard, Public Enemy, Amy Winehouse, Imagine Dragons, Elton John, Blink-182, Bob Marley and more.

Each mystery ball includes four surprise mini vinyl records, a wearable keychain attachment and a stackable mini record crate for display. The vinyl can be brought to life with MGA’s Miniverse Real Music Record Player. This product includes a real working mini turntable with retro-inspired styling, collectable mini speakers and a display-ready furniture piece, designed to complete the mini music experience. Each set also includes a playable mini vinyl featuring a Classical Rock Remix of Beethoven’s 5th Symphony, ready to spin right out of the box. It’s compatible with the full Real Music Mini Records collection, so fans can enjoy the biggest hits in the smallest way possible.

Disney Lorcana

01869 363 830 | www.ravensburger.com

With Set 12: Wild’s Unknown hitting stores in May, the excitement around the introduction of Disney Pixar’s Toy Story characters into the Disney Lorcana brand portfolio has been phenomenal. With Disney Pixar’s Toy Story 5 heading into movie theatres across the UK, the timing could not have been better to tap into the nostalgia around the movie among adult fans and players, plus the appeal to a whole new generation of Pixar fans who will be keen to collect and trade the new cards.

Storytelling is a key part of the Disney Lorcana adventure, with each set having its own distinctive style and appeal to fans of all ages. It’s a visual journey that takes players and collectors into mysterious and magical realms, which is a key driver for the brand with multiple audiences engaging with the set themes.

For Wilds Unknown, the Disney Lorcana team aimed to show glimmers vying against the environment, so the locations are full of obstacles, including the treacherous Vine flowers. Wilds Unknown was designed to feel like a fun, adventurous, cheerful and whimsical setting, so it's very sunny and bright. Lorcana is a vast realm, and the new Pixar characters have blended seamlessly into it. The Lorcana team even designed some environments specifically for Pixar, such as a camp in the Torchlight Peaks for Brave glimmers or Lorcana's version of Nomanisan Island, where players can meet The Incredibles. Players will also see Syd's toys jumping over natural cracks in the ground, a glimmer of Jessie trying to help Bullseye out of the swamp and other little adventures.

Simm Spielwaren

07772 482 255 | j.robinson@simm-spielwaren.de

With its new product line The Craft Box, Lena is entering the world of adult crafting for the very first time,

The Craft Box consists of eight carefully curated DIY sets, each presented in a stylish storage box with an elegant sleeve. The packaging itself reflects the premium positioning of the line,

A standout example is the Bedazzle DIY Set, which invites users to decorate everyday accessories such as a mirror, a hairbrush and a hair clip with sparkling rhinestones and decorative elements. The set includes adhesive templates, rhinestones in various sizes, beads and decorative motifs, as well as a detailed, full-colour instruction manual.

Another highlight within the range is the Woven Bag DIY Set, which merges traditional handcraft techniques with contemporary design aesthetics. Users can create a handwoven bag in vibrant red and pink tones, complemented by a matching charm for an additional style accent.

Mighty Jaxx is a leading design-driven company known for producing highquality collectibles, primarily in the form of blind boxes, limited-edition art toys and designer figures. Collaborating with artists and entertainment brands from various creative fields, such as illustration, street art and pop culture, Mighty Jaxx brings unique and contemporary art pieces to a wide audience. Mighty Jaxx is a global award-winning design studio that continues to redefine the art collectible landscape.

The past three years have seen massive growth with the company selling to major retailers across EMEA and North America, riding the huge wave of interest in blind box products that are coming from Asia.

Mighty Jaxx has established itself as a leader in the art toy industry, bringing contemporary design to the world of collectibles, and attracting a growing community of collectors and fans.

This summer will see the company release new blind box series for a whole range of licences including One Piece, Powerpuff Girls, Adventure Time and Sanrio. Excitingly, Mighty Jaxx will further expand its range of collectibles to include news series of plush, vinyl plush and minis across various anime IP including One Piece and Naruto.

Tiny Nightmares is the horror-inspired lifestyle IP that puts a dark twist on collectibles. New for autumn/winter 2026 is a third wave of 3-inch figures with killer features and Terrif-eyes that hold reflections of their victims. BabyFace, Billy the Puppet from Saw and Freddy Fazzbear are not to be missed.

A brand-new format for Tiny Nightmares is the Terror Clips – seven vinyl plush horror movie characters are waiting to be unboxed. Fans can clip them to bags and carry around their creepy fandom. The Perch’d Wearable Plush are fun too. These 3.75-inch horror characters sit atop the shoulder, with the help of concealed magnets. On a larger scale, there are the 10-inch Terrif-Eyes Collector Plush, each with foil painted eyes displaying victims in their final moments.

Happy Haul launched this spring, kicking off to a strong start. Blending pop-culture favourites with mystery plush, figures and more, collectors and fans have loved unboxing these limited-drop, mystery ranges that capture the joy of everyday moments.

For more kidult fun, there’s a new wave of designs and formats joining the Duckalooz collection. The new Disney Duckalooz assortment is packed with ducks inspired by beloved Disney and Pixar stories. Fans can collect stylised versions of Pocohontas, Winnie the Pooh and Woody, to name a few.

Offering art toys and collectibles for every wallet, the company is coming off the back of another huge year. Mighty Jaxx products are now available throughout the UK from independents, toy stores, department stores and high street favourites.

The company’s unique take on collectibles doesn’t stop with blind box products, with single release, limited-edition toys also available for entertainment brands including Warner Bros, Hasbro, Bandai, Universal and Toho. These collector products elevate the brand to a different level and tap into fandoms that are traditionally underserved by the collectible category. This complements the range of own IP and collectible art toys, which sit well with lifestyle and fashion retailers looking for toys with a twist.

Mattel

01628 500 000 | www.mattel.com

Mattel has unveiled its latest collectible launches for 2026, blending rich storytelling, cultural relevance and elevated collectability. This curated range is designed for fans and collectors alike, crafted to stand out on display while still inspiring storytelling and imaginative play.

Hot Wheels leads the charge with collectible-focused releases, including the Hot Wheels Premium 2-Packs, celebrating the McLaren Formula 1 Team with detailed 1:64 scale replicas of cars driven by Oscar Piastri and Lando Norris. Featuring authentic race liveries, premium materials and display-ready packaging, these sets are built with collectors in mind.

Expanding the appeal, the Hot Wheels Basic Ferrari 5-Car Pack offers a themed set of instantly recognisable vehicles, combining broad brand appeal with strong display and gifting potential, while the Hot Wheels Pantone Assortment delivers a more design-led proposition, pairing iconic castings with standout colourways inspired by Pantone for added shelf impact.

Barbie continues to make waves in the collector space with standout figures such as the Kylie Minogue Barbie Doll, inspired by the artist’s iconic Padam Padam look, and the Wonder Woman Barbie Doll, which celebrates the enduring strength and legacy of the DC Super Hero through a highly detailed, poseable design. Nostalgia powers up with Masters of the Universe Origins Action Figures, joined by the new First Ones Chronicles Creature, bringing the legends of Preternia to life in dynamic 1:12 scale. Featuring collector-level detailing and actor-inspired likenesses based on the upcoming Masters of the Universe film.

Premium action figures continue to drive collector interest with the Jurassic World Hammond Collection, including Indominus rex, appearing for the first time in the line with deluxe articulation, lifelike detailing, alternate grabbing claws and a removable tracking implant, and Scorpios rex, a key villain from Camp Cretaceous, also making its debut with highly detailed sculpting and display-ready features.

Games also play a key role in the Kidult category, with the Liar's Uno introducing a bluffing twist to the classic card game for a more social, competitive experience, and the Uno Elite Formula 1 Core Edition Starter Pack bringing together the strategy of Uno with the high-speed excitement of Formula 1 through premium cards and expanded gameplay.

Pyramid International

Pyramid International designs and markets products that appeal across multiple demographics, but the Kidult consumer is becoming increasingly important to its business. Pyramid’s expanding licensed portfolio reflects this shift, catering to fans who want to celebrate their favourite franchises in a more considered and premium way.

Its core product categories resonate strongly with this audience. Across stationery, wall art, gifting, apparel and accessories, Kidult consumers can proudly express their fandom through products that feel elevated, stylish and built to last.

A standout example is the new Luxe Slider Notebook range, created specifically with the Kidult consumer in mind. These are the highest-quality notebooks in Pyramid’s portfolio, featuring intricately designed interior pages, premium foil finishing, a large metal sliding charm on the elastic closure and a rear pocket for notes and keepsakes. Every detail has been carefully considered to deliver a product that feels truly special and gift-worthy.

When designing for the Kidult consumer, brand choice and understated design are key. Rather than overt character illustrations, design cues are more subtle. This allows fans to recognise and connect with the franchise in a way that feels personal and sophisticated.

Pyramid’s Harry Potter notebook range exemplifies this approach, with designs inspired by each fan’s favourite Hogwarts house, offering a refined nod to the Wizarding World that true fans will instantly appreciate.

The commercial potential of the Kidult market is significant and fast-growing. This consumer values quality, craftsmanship and nostalgia, making licensed products an increasingly powerful driver of engagement and sales. Pyramid’s licensed ranges tap directly into this emotional connection while delivering products that meet higher expectations.

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The most iconic scenes from the cult series are becoming collectors’ items for fans. Stunning creations to assemble piece by piece and immerse yourself in the world of Netflix Stranger Things.

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Epoch Making Toys

0208 049 1377 | www.sylvanianfamilies.com sales@epochmakingtoys.com

Sylvanian Families continues to experience a rise in popularity among adult collectors who can look forward to a host of launches for autumn 2026 including new special edition sets, which often prove popular among this audience.

Part of the brand’s 40th anniversary range, the Cottontail Rabbit Family Celebration Set comes with seven figures in outfits inspired by the Sylvanian Village. The mother even has a map of Sylvania on her skirt. Also joining the 40th collection, the Colourful Bunny Costume Series is a blind bag series featuring five baby rabbits in adorable, brightly coloured bunny outfits.

Similarly, seasonal SKUs are frequently seen on kidults' wish lists and new for autumn will be the Pumpkin Carriage Playset. It includes a Midnight Cat baby in a witch costume and a Deer cradled baby. The Jack-o'-lantern carriage has eyes that glow without batteries and the ghost swings from side-to-side when the carriage moves.

Fans who enjoy collecting the more traditional sets will love the new Classic Car. Designed to seat up to all 10 members of the Biscuit Bear family, it makes a perfect display piece. The internal layout of the seats can be changed, and it features working headlights (with no batteries required). It also comes with a suitcase and picnic accessories that can be stored in the boot.

In addition, families are often a must-have for collectors and available from July will be the Hamster Family. Voted for by fans themselves, who were asked which family they’d like to see next, they feature sunflower-themed outfits and triplets with chubby cheeks.

Epoch is also launching a new range of puzzles featuring popular kidult properties including Sylvanian Families, Stranger Things, One Piece, Demon Slayer and Naruto Shippuden. There will be a variety of sizes including collectible mystery mini puzzles, all featuring smaller pieces to offer a greater challenge for slightly older audiences, and a sealant so they can become a display piece once completed.

In addition, autumn will see Epoch Games release several new games inspired by popular anime licences including My Hero Academia and Demon Slayer – one of the Top 10 bestselling manga series of all time. Forming part of the Battle Game Heroes range, which already features four Naruto Shippuden games, the series lets fans display and play iconic battle scenes from their favourite shows, while enjoying the collectability, connectivity and highly detailed character figures.

The Hobby Company

The Kidult category is no longer a niche footnote in the toy trade. It is one of the most commercially significant shifts in the retail landscape. Adult consumers are actively seeking products that offer a premium experience: something to display, to gift and engage with meaningfully. For retailers, this translates directly into higher average transaction values, stronger gifting sales and customers who return.

At The Hobby Company, two ranges are delivering exactly this: Pantasy and the Puremind Harry Potter collection. Both are exclusive to the UK trade through The Hobby Company, and both are designed for adults who take their hobbies seriously.

Every Pantasy set is a future shelf piece; the building process is part of the pleasure, but the finished model is what earns its place in the room. The Retro Originals collection opens with the instantly recognisable cassette player, moving through to the retro popcorn machine. The Astro Boy model is a particular standout; a beautifully realised tribute to one of animation's most beloved icons, with the kind of immediate adult recognition that converts browsers into buyers. These are conversation pieces as much as products.

For the serious collector, Pantasy's range extends with larger premium builds that reward ambition. It is a range that can grow with the customer base rather than plateau. New SKUs continue to arrive throughout 2026 with strong seasonal gifting hooks built in.

The Puremind Harry Potter collection brings a different but equally compelling proposition. Precision wooden 3D kits have every tool and component included, are straightforward to merchandise, easy to recommend and simple to gift. The range starts with the Golden Snitch, steps up to the mechanical talking Sorting Hat and reaches the beautifully detailed Hedwig. That price ladder is a real retail asset, covering impulse purchases right through to considered gifts. With the Hogwarts Express, The Phoenix, Diagon Alley, plus much more all launching later this year, the range is about to get significantly more exciting.

Both ranges perform strongly across multiple retail environments, from toy and hobby departments through to gifting and lifestyle, giving retailers real flexibility in how they merchandise and position them.

The Hobby Company's wider adult hobby portfolio extends further still, with Tamiya model kits, Bandai Spirits Gunpla and Cada brick sets all available to trade customers. No minimum order quantities, reliable stock and fast delivery across the board.

To discuss ranging options and current availability, contact The Hobby Company directly via the details above.

Winning Moves

020 7298 9515

www.winningmoves.co.uk

sales@winningmoves.co.uk

Winning Moves is reinforcing its commitment to the ever-growing Kidult market for 2026/27 with a slate of existing products and new launches tied to some of the biggest Kidult entertainment moments on the horizon.

Few licences have such an enduring appeal to both kids and adults alike as Harry Potter does, and Winning Moves’ upcoming launches for 2026 captures the buzz and excitement around the upcoming streaming series. Leading the charge are three Top Trumps packs, the brandnew Chibi Style pack and refreshed editions of the fan-favourite Heroes of Hogwarts and 30 Witches and Wizards packs. These collectible decks are highly giftable, and each explore fanfavourite characters, places and moments from the world of Harry Potter. Other Harry Potter card game launches include a redesigned Waddington’s No.1 deck and Whot!, broadening Harry Potter accessibility across various price points. Looking further ahead, two Harry Potter Top Trumps Quiz titles with fresh new branding are slated for 2027, with expectations that the TV series will reignite fandom on a large scale. For adult fans who grew up with the books and films, Winning Moves’ new and revitalised Harry Potter games range will offer a fresh way to engage with the nostalgic brand.

Meanwhile, the unstoppable march of the Minions franchise continues with a summer movie release set to dominate the box office and win a whole new generation of fans. Winning Moves is supporting this with a new Minions Top Trumps pack and a Guess Who? game launching over the coming months. Winning Moves is proud to announce an upcoming panEuropean Top Trumps x Minions cinema promotion – offering Odeon moviegoers a free Minions Top Trumps sachet. With an estimated marketing and advertising reach of 24m ($1.2m net worth), this exclusive promotion will give the new deck a huge marketing push to help drive attention at retail.

Pixar’s Toy Story is also returning to cinemas, and Winning Moves is capitalising on Woody and Buzz with a Top Trumps Match game and Top Trumps pack. The family-favourite Top Trumps Match format combines a simple yet competitive gameplay that’s ideal for both kid and adult fans of this iconic evergreen Disney licence.

Winning Moves’ 2026/27 superhero line-up pays tribute to the forthcoming Avengers Reboot and new products include Spider-Man Goddit, Marvel Cinematic Universe Trivial Pursuit and an Avengers Guess Who?. Marvel fans are a key pillar of the Kidult audience, and the enduring popularity of the Marvel Cinematic Universe ensures strong demand and an evergrowing card and board games range showcases Winning Moves’ continued commitment to the Multiverse saga.

With kidults now accounting for nearly a third of global toy sales, Paladone maintains its firm grip on this dedicated demographic by delivering on-trend, high-quality items. Balancing fun with function, the range spans across accessible impulse buys through to higherend, hero pieces. Products that fans won’t just admire but also collect and come back for more.

With major pop culture moments lining up, from The Mandalorian & Grogu to fresh MCU chapters and the return of One Piece on Netflix, there has never been a better time to expand kidult ranges and capitalise on this growing market – and Paladone has them all.

With The Mandalorian & Grogu marking an exciting new chapter in the Star Wars universe, fan enthusiasm shows no signs of slowing. This release represents more than a single film; it is part of a broader journey that continues to expand the franchise. Paladone’s Star Wars range taps into that sense of adventure with statement lighting, desk collectibles and display-ready pieces that feel at home in any fan space. From detailed diorama lamps such as the Razor Crest Posable Desk Light to more accessible Icon lights featuring Grogu, these standout items are ideal for offices, gaming setups and display shelves.

Marvel fans also have plenty to look forward to, with Avengers: Doomsday arriving later this year and Secret Wars following in 2027. Adding to that is the highly anticipated return of SpiderMan this July, following the seventh-highest grossing film of all time, meaning that demand for licensed merchandise remains consistently strong. This extended-release roadmap fuels long-term anticipation, making Marvel a reliable category at retail. Paladone’s Marvel range is designed to support that momentum, pairing eye-catching logo lights with characterled pieces such as SpiderMan lamps and mugs, Hulk lights and water bottles, and villain-focused Doctor Doom collectibles. The result is a strong mix of collectible yet practical items, perfectly suited to kidult homes, offices and gaming spaces.

With strong audience retention from Season 1 to Season 2, One Piece’s live-action series continues to turn viewers into fans. Its bold characters and playful tone make it a natural fit for kidult gifting. From Tony Tony Chopper items to detailed Luffy and Buggy pieces, the range encourages both collecting and repeat purchasing. Paladone caters to every level of fandom, offering smaller collectibles such as keyrings, book lights, coasters and insulated logo travel cups for casual viewers, alongside larger statement items including the Straw Hat posable lamp, detailed Tony Tony Chopper GloBuddies Light, Buggy Mask Light and Den Den Mushi phone stand for superfans looking to build a complete character collection.

For stores working with limited space, Paladone offers freestanding display units and end-cap options that are designed to maximise shop floor impact. These curated displays are proven to boost visibility, drive impulse purchasing and increase sellthrough.

Retailers interested in seasonal promotions or bespoke display opportunities can contact Paladone directly at the details above to see what options are available for their specific spaces.

Simba Smoby UK

01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com

Simba has a strong kidult portfolio, with all-new Star Wars lines, 25th Anniversary Fast & Furious cars, new BMW and Mini releases from Majorette and more.

2026 is a big year for Star Wars. Not only is there The Mandalorian & Grogu new movie, but the hit franchise grows in the Simba portfolio. Joining the Jada Toys line-up are two Star Wars RC items. The RC AT-RT (All Terrain Reconnaissance Transport) is based on the one-man bipedal walker with an open-cockpit that was used for reconnaissance and patrolling. Faithful to the on-screen vehicle, Jada’s RC item is piloted by a non-removable 6-inch scout walker. It has a two-legged dynamic walking motion, with different running and walking speeds, as well as sound effects, LED search light and more. Another innovative item is RC AT-AT (All Terrain Armoured Transport). Taking inspiration from the four-legged, heavily armoured combat walkers from the big screen, this RC line features four-legged articulation that enables a dynamic walking action. RC AT-AT will move forward, left and right. It also moves its head, features LED laser canons and has sound effects. Iconic Star Wars characters in pocket money die cast form are sure to be a hit with the Star Wars NanoFigs Blind Bags. Series 1 will include 13 figures to collect including iconic characters Luke Skywalker, Darth Vader and Chewbacca. Measuring 1.65-inches, these 100% die cast metal figures are super-detailed, authentic and present incredible value for money. Larger scale fun is possible too with the Star Wars 2.5-inch Star Wars Metal Figs. Stormtrooper, Darth Vader, Boba Fett and R2-D2 are all up for grabs in Series 1. These die cast figures offer great attention to detail and make for a high-value, impactful line. 1:32 and 1:24 scale Star Wars cars are in the pipeline too. There’s the Porsche 911 (992) GT3 RS 1:24 with Darth Vader which, along with three other vehicles in this scale, features opening doors, hood and trunk, plus a die cast figure.

Also being added to the range are new plush lines. The Mandalorian 25cm Plush is a premium execution soft toy that wears shiny, metallic-finish armour. Grogu with Snacks is a sweet new addition to the range at just over 25cm, featuring an oversized head and cuter styling.

It’s a milestone year for Fast & Furious, with the franchise turning 25. And what better way to celebrate than with Jada Toys’ anniversary lines, released to mark the occasion. Among the cars added to the 1:24 anniversary range are the 1970 Dom's Dodge Charger, 1995 Brian's Toyota Supra, 1995 Mitsubishi Eclipse and the 2002 Nissan Skyline GT-R. Each quality vehicle features colour brush finish, detailed engine and interior, opening doors, hood and boot. Instantly recognisable from the movie screen, these cars come in anniversary packaging.

From Majorette, the firm’s mini-vehicles brand, there’s a fresh assortment of BMW and Mini collectible cars that petrolheads will be eager to get their hands on. Each die cast vehicle features an opening part, suspension, rubber tires and comes with a collector box.

Fans of the Japanese Manga series One Piece will know the series is now available to stream on Netflix, but what they might not yet know is that there’s a new line joining the Metal Figs collection. One Piece Blind Bag Nanofigs will be at the top of wish lists, with 13 1.65-inch die case characters to collect, each with a quality sculpt and paint execution.

The Hornby Railways B.R. High Speed Retro Train Set is well placed to appeal to the increasingly influential Kidult market, with a blend of nostalgia and contemporary relevance that resonates across age groups.

At an RRP of £169.99, this set represents an accessible entry point into the model railway hobby. Inspired by the retro styling of classic 1970s and 1980s train sets, it’s updated with today’s levels of quality and detail. At its heart is the instantly recognisable InterCity 125 – a train synonymous with British Rail’s high-speed travel and still familiar to many today.

The set includes a pair of Class 43 diesel driving cars, one powered and one non-powered, alongside a Mk3 passenger coach. The powered car features working headlights, adding an extra layer of realism straight out of the box. An oval of track with an additional siding, buffer stop and controller with mains power supply completes the package, making it quick and straightforward to set up.

The InterCity 125 itself holds a strong place in British railway history, introduced in 1976 and renowned as the world’s fastest diesel train. That recognisable profile, combined with the retro-inspired presentation, makes this a set that feels both familiar and engaging.

For both beginners and those returning to the hobby, it offers an easy way to re-engage with model railways. Whether it’s the fun of building a simple layout or enjoying the process of running trains, the experience provides a welcome opportunity to slow down. In a fast-paced, digital world, hands-on hobbies like this continue to resonate with those looking for a more mindful way to spend their time. It also makes a strong gift option. Parents or grandparents who grew up with Hornby will recognise the brand instantly, often recalling their own first train set. That familiarity adds emotional weight, turning the purchase into more than just a product. It becomes a shared experience across generations. Complete, recognisable and easy to get started with, the High Speed Retro Train Set captures the enduring appeal of model railways, bringing together heritage, play value and a sense of connection that continues to resonate today.

Hasbro

0208 569 1234 | www.hasbro.co.uk

Hasbro continues to strengthen its premium role play and display collectibles offer with a new wave of product aimed at the kidult and collector market. Newness highlights products designed to appeal equally to longstanding fans and a new generation of collectors seeking screen accurate, shelf worthy pieces.

Leading the Star Wars offering is Ultimate Grogu, developed in collaboration with Disney Consumer Products. The animatronic is produced at 1:1 scale and built with collectors, fans and cosplayers in mind. Powered by built in motors, sensors and microphones, the animatronic delivers over 250 animations and sounds across three modes, with movements including waving, giggling and toddling forward. Premium materials are used throughout, with screen accurate details including a soft skin face, rooted hair, soft fabric robe, chainmail, cross strap, satchel and beskar rondel armour inspired by Star Wars: The Mandalorian and Grogu. The figure represents the most lifelike and expressive Grogu character Hasbro has produced to date.

An additional highlight within the Star Wars premium role play range is the Black Series Maul Shadow Lord Force FX Elite Lightsaber, designed around Maul's signature weapon as seen throughout Star Wars entertainment, including the Disney+ series Star Wars: Maul Shadow Lord. The lightsaber combines advanced LEDs with entertainment inspired sound effects to deliver the most realistic lightsaber in the Force FX Elite line. A sleek red blade, display stand and horizontal connector adapter are all included, with the adapter allowing two lightsabers to be joined for a signature double bladed configuration.

Also among the headline picks from a deep range is the Transformers Studio Series Matrix of Leadership, marking the 40th anniversary of The Transformers: The Movie (1986). The premium role play and display piece features interactive lights and sounds, with the extendable frame intensifying the core lighting as it is pulled open and triggering the iconic Stan Bush track ‘The Touch’ for a cinematic, occasion worthy moment. The piece can be displayed on its included stand in both open and closed positions and is designed to sit alongside existing Studio Series figures as the anniversary celebrations continue across the range.

Central to those celebrations is the Transformers Studio Series MTMTE Collection Megatron, an 8.5-inch action figure that converts from robot to tank mode in 54 steps. Battle damage detailing references the iconic confrontation between Megatron and Optimus Prime, whilst a suite of attachable accessories including a fusion cannon, back barrel, beam saber and blasters adds both display versatility and play depth. The figure sits within a wider Studio Series anniversary line-up that also includes fan favourite characters such as Optimus Prime, Bumblebee and Scourge, giving collectors ample opportunity to build out a definitive 40th anniversary display.

A.B.Gee

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk

As one of the UK’s leading toy wholesalers, A.B.Gee has firmly positioned itself as a go-to supplier for retailers looking to build credible, high-impact collectible ranges. Its expansive Kidult portfolio reflects a sharp understanding of what resonates with today’s consumer, strong licences, distinctive formats and products that deliver both display appeal and repeat purchase potential. Rather than simply following trends, A.B.Gee has assembled a line-up of proven brands that consistently perform at retail.

Leading the charge is World's Smallest Toys and Games, a range that taps directly into nostalgia while offering a highly collectible format. These miniature versions of classic toys and games deliver instant recognition and are perfectly suited to both impulse purchases and range-building. Their compact size, accessible price point and ever-expanding line-up make them a dependable performer across a wide variety of retail environments.

Among the most recognisable names in the category is Funko. Its constant stream of new releases across film, TV, gaming and music ensures there is always something fresh for retailers to showcase. The instantly recognisable styling and broad licensing make it one of the most accessible entry points into collectibles, while still maintaining strong appeal for seasoned collectors.

Tubbz continues to stand out thanks to its originality. The concept, iconic characters reimagined as cosplay ducks, strikes a balance between humour and authenticity that appeals to a wide spectrum of fans. With boxed editions and collector-focused releases, it’s a line that works equally well as a novelty purchase or a serious collection builder.

Bridging the gap between accessories and collectibles, Loungefly continues to gain traction. Its backpacks, handbags and wallets offer detailed, design-led takes on major licences, giving fans a way to express their interests beyond the shelf. For retailers, it opens up cross-category opportunities and attracts a slightly different shopper within the same fandom space.

On the vehicles side, Mattel continues to innovate with its Hot Wheels line, particularly through its Formula 1 collaborations. The combination of authentic team branding and the enduring popularity of die cast cars gives these releases strong appeal, especially when positioned as collectible items rather than purely play-focused toys.

Hasbro delivers depth and consistency through its fan collectible figures in the Marvel, Star Wars and Transformers ranges. These lines are built with collectors in mind, offering detailed sculpts, articulation and packaging that supports display. With ongoing content from both franchises, they provide a reliable pipeline of newness that keeps enthusiasts engaged.

For wholesalers and retailers alike, the strength of these brands lies in their ability to combine recognisable licences with formats that encourage collecting. A.B.Gee’s range demonstrates how a well-balanced portfolio, spanning figures, accessories, miniatures and vehicles, can create a compelling and commercially effective offer in today’s market.

University Games

Subbuteo’s cross-generational appeal remains one of its greatest strengths. Long-time fans who grew up with the iconic game are rediscovering its tactical depth, while new players are drawn in by its competitive, skill-based gameplay. With the FIFA World Cup 2026 kicking off this month, excitement around the sport is reaching fever pitch, making this the perfect time for retailers to capitalise on renewed interest. For England fans in particular, the Official England Subbuteo Main Game offers a compelling way to relive legendary matches and recreate iconic moments from the world stage.

The Subbuteo core range includes the classic Main Game, alongside the licensed UEFA Champions League, Liverpool FC and both the Official England and Lionesses Main Games. A wide array of accessories are also available, including player teams, a Training Set and an Electronic Scoreboard and Timer, making it easy for enthusiasts to build a fully immersive matchday experience at home.

Football fandom continues across University Games’ broader collection, with licensed 3D stadium puzzles and brain-teasing Rubik’s Cube collaborations. Featuring top clubs such as Manchester City, Arsenal, Chelsea, Newcastle United, West Ham United and Tottenham Hotspur, as well as Wembley Stadium and England Rubik’s Cube, these products combine team loyalty with hands-on challenge, making them ideal for collectors and puzzle enthusiasts alike.

For those who enjoy quick-fire, competitive play, the new Pocket Dice range introduces a fresh, highly portable format that suits the kidult lifestyle. Designed for spontaneous gameplay, these compact sets deliver fast-paced sporting action in a format that’s easy to pick up and hard to put down. The Sports collection, featuring football, cricket and tennis games, offers simple yet engaging mechanics that test skill and luck in equal measure, while licensed editions coupled with clubs such as Liverpool, Chelsea, Arsenal, Manchester City and the England national team add an extra layer of fan appeal. Pocket-sized and versatile, they are perfectly suited to travel, social gatherings or impulse play, and the CDU offers a strong visual countertop display to encourage pick up purchases.

Clementoni’s commitment to the Metamorphic Art Collection range reflects a targeted strategic move into the growing kidult sector, reimagining puzzles as design-led, transformative experiences that appeal to both younger audiences and adult consumers.

Metamorphic Art Collection – Stranger Things launched late 2025, introducing fans to a brand-new aesthetic and sensorial level of jigsaw puzzling fused with art and design. The set includes a 520-piece jigsaw, a frame to be assembled and a multicoloured adhesive LED light strip. Thanks to a special heptachrome print and RGB Art technology, the completed jigsaw turns into a picture showing three different images per subject depending on the light projected by the LEDs (red, blue and green). Icons from the Stranger Things universe come to life in the dark, such as the Demogorgon, the Upside Down and the menacing presence of Vecna. With images that metamorphose, lights that reveal unseen details and a visual identity designed to astonish and amaze, this innovative collection has been developed by an in-house team and the project provides an immersive experience meant for all, with a particular lean to the kidult market.

Clementoni’s plans to expand the Metamorphic Puzzle Collection into new licensed properties demonstrate a sustained commitment to the range, leveraging culturally relevant IP to broaden its appeal within the growing kidult sector. 2026 will also see the launch of Metamorphic Art Collection: Star Wars, connecting fans to the universe and tapping into the nostalgic fandom that is a major part of the kidult market.

Zuru continues to push the benchmark of kidult toys with its latest portfolio of powerhouse brands.

Announcing the launch of its new blind box arm, Starbox presents a new design-led master brand set to disrupt the blind box category. Officially launching this summer with three debut ranges – Nook Nooks, Sad Baby and Minnee – Starbox fuses design credibility, well known licenses, manufacturing excellence, experiential merchandising and social-first amplification.

Nook Nooks features a seven-character assortment of mini characters living inside tiny, whimsical worlds. Each blind box includes a detailed animal figurine, 12+ accessories to decorate each miniature scene and a builtin light-up feature that brings the scene to life. Creating instant shelf appeal while doubling as a display piece, the range taps into the growing collect-and-display culture. A versatile collection, consumers can display the full scene as a complete set or use the separate characters, effectively transforming everyday spaces into playful, immersive environments.

Starbox Sad Baby Animals is a character-led collection of mini figurines, combining exaggerated emotion with premium finishes to create highly displayable collectibles with strong visual impact both in-pack and on-shelf. Tapping into the explosion of expressive plush, alongside the wider healing your inner child movement, the range captures the emotional duality that resonates strongly with today’s kidult audience. Each design leans into big expressions and subtle humour, giving the range a distinct personality and appealing to older collectors and accessory-led impulse buyers.

Featuring an assortment of eight core characters and a super rare 1-in-128 chase piece, the range of palm-sized, high-quality figurines is built for repeat purchase and community-driven collecting. With intricate sculpting and premium flocked or hand-finished painted designs, the figures are compact, tactile and ideal for display or on-the-go collecting.

Expanding the concept into accessories, the Sad Baby Care Bears keychains blend expressive character design with nostalgic licensing. Each teary-eyed character is styled in an iconic Care Bears outfit, including kidult favourites such as Grumpy Bear and Cheer Bear. Perfectly sized for bags and everyday use, the range taps into the crossover between collectibles and fashion accessories, allowing fans to personalise and showcase their collections beyond the shelf. With seven designs, the format drives wearability and collectability while encouraging both impulse and repeat purchase.

Minnee is a new fashion doll collectible under the Starbox range that sits at the intersection of fashion, collectability and self-expression. Appealing to a cross-generational audience, each blind box reveals a 4-inch poseable doll with 12 points of articulation, alongside 20+ surprises including outfits, accessories and themed details.

Fugglers continues to be a key driving force for the business, with the cult brand’s playful, offbeat designs resonating strongly with the kidult market. New collections, limited drops and licensing partnerships are sustaining momentum, fuelling both hype and repeat purchase, while bold packaging and unmistakable character design ensure strong standout in-store.

Zuru has amplified Fugglers’ digital presence, turning it into a viral sensation on TikTok, and now boasting 1.2m followers and 25.1m likes, supported by highly shareable content and influencer-led UGC. Recent highlights include the reveal of Fuggler Fugg Nuggets and Fuggler Baddies, alongside teasers for upcoming launches including Fuggler Bouquet, Baby Baddies and Care Bears keyrings.

Instantly recognisable, the award-winning brand’s signature mix of human-like teeth, vacant expressions and mischievous design details offers a clear point of difference on shelf. Following a comprehensive brand reboot, Zuru continues its expansion of the Fuggler universe across core, mini and large formats, while tapping into seasonal moments and licensing collaborations.

With a growing fanbase, standout socials and an ever-expanding product pipeline, Fugglers is firmly cemented as a key player in the kidult collectible space, positioned to disrupt both retail shelves and social feeds.

The Tattoo Zoo brand has been rapidly expanding across global markets, gaining visibility, building a loyal following and establishing itself as a distinctive player in the kidult space.

Tattoo Zoo taps directly into what today’s consumers are looking for: products with attitude, personality and a point of view. In a market where standing out is everything, it delivers something different; a bold collision between the softness of plush and the raw, expressive language of tattoo culture.

Now, the Tattoo Zoo universe levels up with the arrival of Batties and Cattoos. Batties dive straight into a darker, late-night vibe: a little wild, a little chaotic and unapologetically bold. They bring an underground, slightly rebellious energy that turns a cute collectible into something with real attitude. Cattoos flip the mood without losing the edge: playful, expressive and effortlessly cool, they remix the classic cat obsession through Tattoo Zoo’s graphic lens, landing right in that sweet spot where cute meets street.

Together, both Batties and Cattoos sharpen the range with more contrast, more personality and more reasons to collect. Each character feels like more than a product. Something that consumers don’t just buy, but display, gift and share. The brand connects naturally with kidults, sitting at the intersection of toy, lifestyle and pop culture.

Tattoo Zoo is built for today’s shelves. Strong visual impact, clear differentiation and a natural fit within the growing kidult and gifting segments make it an ideal choice for retailers looking to bring something fresh and relevant into their assortment. Its collectible nature drives repeat purchases, while its bold personality makes it highly shareable, both in-store and online.

In a category full of options, Tattoo Zoo doesn’t compete quietly. It captures attention, sparks conversation and drives sell-out.

LA Brands

0750 870 3485 | www.cryptickillers.com

Cryptic Killers continues to strengthen its position within the growing Kidult category with its portfolio of unsolved murder mystery cases, designed specifically for ages 14+ through to adult. Best known for its immersive case file games, the brand combines cinematic storytelling, tactile gameplay and realistic presentation to create engaging experiences.

The recently launched, officially licensed Peaky Blinders Case File (soon available to the wider retail market) marks an exciting addition to the range and further reinforces the brand’s appeal among adult consumers. Inspired by the hit television series, the game allows players to step into the gritty world of 1920s Birmingham, solving clues and piecing together evidence in an immersive detective experience that captures the atmosphere of the franchise.

Alongside Peaky Blinders, the wider Cryptic Killers portfolio includes a broad selection of other titles with varying difficulty levels, helping retailers cater to both casual players and experienced puzzle enthusiasts. This accessibility has been key to the brand’s success within the kidult market, where consumers are increasingly seeking products that deliver a different kind of social activity with a sense of accomplishment.

Unlike traditional family board games, Cryptic Killers titles are designed to feel authentic. Players work through realistic evidence packs, witness statements, photographs, maps and online clues to crack each case, creating a “stay at home escape room” experience that resonates strongly with adult audiences. The games are particularly popular for dinner parties, group gatherings, gifting occasions and date nights, all key drivers within the Kidult category.

For retailers, the category presents strong commercial opportunities across toy, book, gift, lifestyle and pop culture channels. Cryptic Killers supports stockists with impactful merchandising solutions, including a dedicated FSDU designed to maximise visibility and encourage impulse purchases in-store. Combined with ongoing social media campaigns, influencer activity and a highly engaged direct-to-consumer audience, the brand continues to drive strong consumer awareness and repeat purchasing within the 14 titles available in its range.

Asmodee

Game night doesn’t have to stay at home this summer, and with Asmodee’s travel-ready titles for kidults, they can pack strategy, banter and rivalry into their bag and play wherever their holiday takes them.

For strategy game fans who want the classic build-and-trade buzz in a grab-and-go format, offerings from Catan Studios keep the stakes high without needing hours to spare.

Catan Zip brings the iconic island straight to players’ luggage. The map sits on a pad at the centre of play, and varied layouts ensure each session feels fresh and tactical. Players draw their roads, settlements and cities directly onto the map as the island develops, keeping play tactile and brains engaged. Trading and competition remain the heartbeat of the game, but instead of cards, tokens keep everything neat – ideal for the outdoors or when players are squeezed around a table.

Catan On the Road distils the classic experience into a deck-driven game built around 120 cards. Ideal for three to four players, they will gather resources by drawing cards, building from a shared set of development options and negotiating trades with the bank or with each other. A clever twist keeps the stakes high: when players trade when it’s not their turn, they’re rewarded with an extra resource card, encouraging bold deals and calculated gameplay.

Even more suitcase-friendly strategy can be discovered with Dnup from Space Cowboys, a clever card game ideal for groups of up to five seeking quick mental breaks and tactical, reactive play. Players aim to empty their hand of numbered cards by playing sets of matching values, but when a set is beaten, those cards return flipped, changing their value and swinging momentum.

One For Fun is the exclusive distributor for Maisto and Bburago. This relationship enables the company to meet all die cast and R/C needs featuring exclusive access to Formula 1 and other prestige marques. There is exclusive access to all the F1 vehicles as they become available for licence – all the top F1 teams and liveries are available and are exclusively approved by each individual team, making them accurate vehicles and a must for collectors.

Fans of F1 will love the new F1 kits, including exclusive 1:24 modelling kits so they can build their own car, with the relevant driver. Detailed collectors’ vehicles include the 1:43 scale die cast model of the McLaren MCL38 in Senna livery with Lando Norris. This car captures the essence of McLaren's tribute to Ayrton Senna. With intricate detail, this model honours both the legendary driver's legacy and the cutting-edge technology of McLaren's 2024 F1 car, making it an exceptional collector's piece.

Also for 2026 are new 1:64 kits showcasing the most popular teams and their drivers – Ferrari and driver Leclerc, Ferrari with Hamilton driver, Mercedes with Russell driver and McLaren with Norris as the driver. These kits are really collectible and great fun too. There will be an eyecatching point of sale 12 pc dispenser available containing a mix of these drivers and cars.

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4X4 FORZA MOTORSPORT NISSAN Z 1:14 1:24 NISSAN Z & 1:64 CORVETTE

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www.pmitoys.com | sales@pmitoys.com

PMI continues to grow alongside the Kidult trend, turning globally recognised brands from sports, anime and gaming into engaging collectible experiences. By combining strong character appeal with innovative design, PMI creates products that go beyond the ordinary, offering discovery, display and personal expression.

Kidult appeal is driven by experience, relevance and the ability to share. PMI brings current trends directly into the hands of highly collectible audiences, creating products that feel timely, design focused and worth showcasing.

The blind unboxing experience plays a central role, delivering moments of discovery that naturally translate into social content. Consumers are drawn to products they can share online, style and integrate into their everyday look, whether through display pieces or wearable formats.

Ranges like UFC Punching Bag Capsules, Miiloo, Naruto Shippuden and Fuggler Collectibles each approach this differently, but all align with the same behaviour: products that create a moment, connect emotionally and gain momentum on social platforms. What resonates online spreads quickly, and PMI is positioned to capture and amplify those trends.

The commercial opportunity lies in giving retailers access to products designed for strong, repeat sell through. As a manufacturer, PMI builds ranges around collectible formats, series drops and blind box mechanics that encourage multiple purchases and ongoing engagement.

Kidults also represent a high value audience, as they have their own purchasing power and are not limited by parental decisions, leading to higher spend and more frequent buying.

Combined with strong unboxing experiences and social shareability, PMI products generate organic demand and visibility. With a variety of formats and price points, they help retailers drive foot traffic, increase basket size and deliver sustained sales within the Kidult category.

Blokees

Blokees continues to expand its kidult-focused Assembly Character Toys portfolio, combining accessible price points with high collectability across major global IPs. Designed to deliver articulated, display-ready results through a snap-fit system, the range balances ease of assembly with strong visual presence, appealing to collectors seeking both immediacy and long-term display value. With a wide spectrum of formats, from pocket money collectibles to higher-detail pieces, Blokees enables fans to engage with their favourite characters across multiple entry levels.

The Blokees portfolio is built around accessible collectability, affordability and repeat engagement. Surprise and bespoke box formats, collect-to-complete mechanics and crossseries compatibility encourage ongoing purchasing behaviour, while compact, displayfriendly designs support desk and shelf presentation. A clear price ladder, from impulse buys to more premium collectibles, allows consumers to enter the category easily and trade up over time.

In parallel, Blokees’ IP mix spans multiple fan cultures, from Western blockbuster franchises to Japanese pop culture and lifestyle-driven ranges, ensuring relevance across different age groups and collecting preferences. The integration of light assembly into lifestyle formats, such as wearable accessories and display-led miniatures, further expands the category beyond traditional collectibles.

Blokees’ licensed portfolio is closely aligned with a rolling global content calendar, with ongoing film releases, streaming launches and media exposure across key IPs including Marvel, Star Wars, DC and Zootropolis. This creates continuous, event-driven demand, enabling retailers to benefit from recurring sales peaks and regular product refresh cycles without heavy reliance on in-store activation.

From a retail perspective, the range is optimised for high-frequency purchase and strong shelf productivity. CDU-ready formats, compact packaging and high SKU rotation support efficient use of space, particularly within the £7.99-and-under segment. The combination of low entry price, high collectability and repeat purchase drivers delivers a scalable retail model with consistent turnover potential across both specialist and mainstream channels.

This creates a structured product ladder, guiding consumers from low-risk entry purchases through to more advanced collectible formats, supporting long-term engagement and higher lifetime value. The combination of low entry price, strong IP recognition and repeat purchase mechanics delivers a scalable retail model with consistent turnover potential across both specialist and mainstream channels.

Further strengthening this ecosystem, the Blokees App is set to launch in the UK in June, introducing new collection-based features and interactive play patterns that extend the ownership experience beyond the product itself. These features are designed to deepen engagement and drive repeat interaction, ultimately increasing store affinity and encouraging consumers to return to retail environments to continue building their collections.

01392 281 927 | www.tomy.com

Tomy is heading into H2 with a strong mix of new launches, refreshed ranges and proven sellers. Its line-up is designed to deliver standout retail moments, drive repeat purchase and tap into the growing demand for collectible-led toys, particularly among adult collectors.

Collectibles remain a major growth driver for Tomy, with the expanding Kidult market continuing to shape demand. Last month, the company launched its partnership with Momiji, known for its collectible message dolls that combine blind-box excitement with hidden notes celebrating kindness and connection. Each doll contains a concealed message, adding emotional depth and gifting appeal. With artist-led designs, strong gifting potential and a highly collectible SKU strategy, Momiji is well positioned to encourage repeat purchases and in-store engagement, supported by Tomy’s distribution and retail display expertise.

Another major highlight is the UK launch of Tomica. Following a successful trial in select Toymaster stores, the die cast vehicle range will rollout more widely from September. Known for its high-quality models, Tomica includes a wide selection of sought-after Japanese domestic market vehicles, supported by retail displays and ongoing product updates. With a long-standing heritage in Japan and strong appeal among kidult collectors, particularly within the JDM space, the brand’s UK presence offers retailers the opportunity to tap into growing demand for authentic, collectible die cast, while attracting both established enthusiasts and new shoppers to the category. Following a successful launch in Japan, Tomy is introducing PeriHapi, a new premium blind-box range built around the concept of tear and reveal happiness. Representing a fresh addition to Tomy’s portfolio, the range combines surprise-led unboxing with design-led appeal and fan-favourite licences. Each figure features elevated finishes, including clear elements, matte textures and intricate detailing. The initial autumn/winter line-up spans popular properties such as Disney Princess and Pixar, Haikyu!! and Hatsune Miku, offering broad appeal across both collectors and fandom-driven audiences.

Also continuing to build momentum is Twinchees, Tomy’s miniature collectible figure range. New 2026 additions expand the existing universe with fresh licences and themes, including Da Da Dan, Jojo’s Bizarre Adventure, Moana, Disney Villains, Minions, Back to the Future and more, further strengthening its appeal to collectors.

Club Mocchi Mocchi is set to expand with a new Fallout range, featuring in-game favourites Vault Boy and Nuka Cola. Later in the year, the line will be extended with two special editions of Nuka Cola - QuanTum and Victory Cola, adding further collectability. All four designs will be available in the brand’s successful Mega format.

Tomy’s focus remains on building momentum in collectible-led and licensed play, with a clear emphasis on ranges that drive repeat engagement and gifting appeal. Its 2026 ranges deliver a commercially diverse mix designed to capture both emerging trends and long-standing collector demand.

Funko

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

Funko remains at the forefront of the growing kidult collectibles market and continues to drive innovation across its ranges, with regular introductions of new product lines that reflect evolving collector demand and cultural trends.

Whether it’s anime, sport, film or horror, kidults are increasingly embracing their passions through collectibles that celebrate their favourite franchises. Funko’s Pop! Vinyl figures are well positioned to serve this growing demographic, offering an accessible and affordable entry point into collecting.

With its instantly recognisable design and extensive list of licensors including Disney, Marvel and Warner Bros, Funko Pop! has become the go-to collectible for fans of pop culture, nostalgia and fandom. The continued rise of anime, including the recent success of the live-action adaptation of Netflix’s One Piece, has brought iconic characters to an even broader audience. From Pop! Luffy leading the Straw Hat Pirates to fan-favourites from Jujutsu Kaisen, these figures resonate with both new and long-time fans discovering these stories across collectible formats.

For sports fans, Funko’s Pop! range continues to expand with a strong focus on football this season. With growing excitement around the England national football team this summer, the brand-new Team England Pop! figures are set to be key drivers of demand in the kidult space, tapping into national pride and tournament buzz. Alongside fan-favourite players like Erling Haaland and global stars from across football, F1 and basketball, Funko offers sports enthusiasts new ways to celebrate their heroes.

Collectibles continue to evolve, and Funko is tapping into the demand for surprise-led formats with its Pop! Mystery Horror range available from August. Combining the thrill of blind-box collecting with iconic horror characters, this line delivers strong repeat purchase potential and high engagement among older fans and collectors alike.

Recognising that today’s consumers also value space-conscious display solutions, Funko has expanded its offering with Bitty Pop! These miniature collectibles, standing at 2.3cm tall, capture the character and detail of their full-sized counterparts in a fraction of the space. Paired with innovative Bitty Pop! Display Units, collectors can showcase their fandom without compromise.

Kidults crave the ability to express their fandom in personal and meaningful ways and, as a result, Funko continues to invest in product innovation, new licences and experiential collectibles that keep the brand top-of-mind for retailers and consumers alike.

Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk

sales@poshpawsinternational.co.uk

For Korean-inspired and trending kidult gifts, Posh Paws has developed eye-catching, trending brands that young adults are collecting and is seeing strong sales across grocers, traditional toy stores and pop-culture specialists. Its top-selling Kawaii Kuties, Cuddly Capybara and new launches Kanashiko and Onikuma, include core 10-inch and 12-inch plush and plush bag charm ranges, as well as new additions that include vinyl plush, 3D figurine blind boxes and surprise capsules, keychains, phone accessories and many more gifting lines that are fun, fresh and appealing to all ages.

Vinyl ducks are very popular with collectors and Posh Paws has brought to the plush category with its new range of collectible Quack Pack plushies and plush bag charms, which combine cuddly duck plushies with fun and trending outfits. Vinyl surprise capsules and blind boxes are also available and for seasonal sales opportunities, Halloween and Christmas Quack Pack plushies will be released.

Posh Paws’ best-selling gift range for adult plush collectors is its Swizzels Love Hearts collection that offers a selection of high-quality 8-inch plush characters that each have a fun, heartfelt or inspiring message embroidered on a plush Love Hearts sweet. The creativeness of Posh Paws’ loveable characters for an iconic British confectionery brand make them ideal plushies for everyday gifting, seasonal and special occasions.

Posh Paws’ new Powerpuff Girls plush collection celebrates the iconic Bubbles, Blossom and Buttercup in pastel tones. The new 10-inch plush and plush bag charms feature the signature bright and bold colours of the original series for accessories that make statement.

The Traitors is one of the hottest, most talked about TV shows and Posh Paws has launched its new 12-inch plush assortment of cloaked plushies and new plush bag charms, all ahead of the new Celebrity Traitors airing this autumn. Further gift lines are in development that include mugs, drinking/travel cups and keychains.

Mr Bean has been another stand-out new licence that has seen sales in pop culture retailers reporting sell-out performances with the 10-inch plush assortment and the new collection of 5-inch blind box karabiner plush bag charms which have just launched and are selling our fast.

Horror fans aren’t afraid of picking up new toys all year round and Posh Paws has seen this demand with the It Pennywise the Clown, Beetlejuice, Annabelle and The Nun licensed plush. With Halloween fast approaching, demand is high for horror properties.

For those looking for anime and manga plush, Posh Paws’ Netflix live-action series and classic anime style One Piece plushies are ideal for new and loyal fans to get their hands on, with many popular characters to choose from.

With a rich heritage in standout RC and a true kidult spirit at its core, Bladez Toyz has curated a dynamic radio control range designed to excite kids and adults alike, ready to hit shelves this autumn/winter.

Taking the action from the streets to the skies, Bladez Toyz has unveiled the next evolution of Hot Wheels RC – the Drift n Fly RC Drone. This high-speed drifter is far more than just a track star; with the flick of a switch, it transforms into a full function drone unlocking thrilling airborne action ideal for fans of all ages. Packed with the same standout features that made the original Hawk such a success, including 360 flips, LED lights, auto hover and multispeed control, the latest RC drone is built to handle bumps, crashes and fast paced adventures. Combining sleek Hot Wheels styling with impressive performance both on the ground and in the air, the Drift n Fly RC makes an affordable kidult gift.

Following its teaser in Nuremberg earlier this year, Bladez Toyz now unveils its full 2026 line-up for the return of its best-selling Jumbo RC inflatables. Alongside the return of the ever-popular Minions, the range also welcomes the top trending gaming sensation Skifidol Italian Brainrot. Bringing its quirky characters to life, including Chimpanzini Bananini, Tralalero Tralala and Bombardiro Crocodillo, the collection features sound effects and a new light up mode for added play value. Measuring over half a meter tall, these full radio control RC inflatables embody the big kid fun that Bladez Toyz is so synonymous with.

Also on the scene this autumn/winter within the Bladez RPM range is the ultimate real performance machine – the 1:16 scale RC Hurricane. Built for off-road adventures, it features oversized wheels and real working suspension as well as serious power under the hood reaching speeds up to 30km/h. With a light body shell and monster real spoiler, this elite toy is designed for maximum impact to get the adrenaline pumping.

Completing the line-up is the RPM Pro Series 1:43 RC Drifting Car. This state-of-the-art rally style car comes with a striking LED array, five wire servo control, true 4x4 drifting capability and a professional grade racing controller. The racer is packed with details that make it ideal to display, but at heart it’s a real performance machine and is made to be driven.

Brimming with innovation, excitement and standout style, Bladez Toyz is gearing up for an action-packed 2026 line-up. From high-speed racing to sky soaring adventure and the ultimate talking point with a jumbo Capuchino Assassino, the ranges promise tonnes of thrills.

Fizz Creations

01903 327 006 | sales@fizzcreations.com

The Kidult category continues to reshape the toy and gifting landscape, and Fizz Creations is embracing that evolution with a major strategic focus on digital gaming, nostalgialed entertainment and pop culture collectibles designed specifically for today’s adult consumer.

Long recognised for novelty gifting, Fizz Creations has evolved into a growing force within licensed digital gaming and lifestyle products, combining iconic brands, retro gameplay and modern gifting appeal to create ranges that resonate with both nostalgic millennials and younger consumers discovering these franchises for the first time.

Driving this category expansion is a powerful portfolio of gaming licences including Tetris, Pac-Man, Asteroids, Galaga, Street Fighter II, Assassins Creed, Missile Command and Commando. These globally recognised gaming brands are now being reimagined across collectible handheld consoles, plug and play TV gaming systems, keyring arcades, gaming watches and desktop gaming formats designed to sit within the Kidult retail space.

The kidult appeal lies in the fusion of nostalgia, collectability and accessible gameplay. Consumers who grew up with these legendary arcade franchises are now actively seeking products that reconnect them with those memories, while also offering display-worthy design and impulse toy appeal. Positioned at accessible price points, they are ideal for gifting, self-purchase and collectible sales.

Fizz Creations’ digital gaming category also benefits from strong visual merchandising opportunities, with impactful licensed packaging, retro-inspired branding and instantly recognisable gameplay icons helping products stand out both in-store and online. The ranges work particularly well across specialist toy retailers, gaming stores, pop culture retailers and lifestyle stores looking to capitalise on the continued rise of retro gaming culture.

Later this year, the company will also expand further into seasonal gaming with new gaming products featuring The Grinch, blending festive nostalgia with interactive gameplay to create standout Q4 gifting opportunities.

Beyond gaming, Fizz Creations has also recently signed the hugely popular Fuggler brand, another standout success story within the kidult market. Known for its weird, disruptive humour and strong social media appeal, Fuggler continues to attract collectors and trend-driven consumers looking for something playful, unconventional and highly shareable.

With further major licences and product launches still to be announced, Fizz Creations is continuing its transformation into a category leader within licensed digital gaming and pop culture products. The business is investing heavily in innovation, licensing and retail support as it builds a long-term strategy around the growing kidult consumer.

For retailers, the opportunity is clear: kidults are no longer a niche audience. They are collectors, gamers, pop culture fans and impulse purchasers actively looking for products that combine nostalgia, fun and fandom, and Fizz Creations is positioned to deliver exactly that.

The kidult market continues to outperform across toys and collectibles, and Khadou is well placed to help retailers make the most of it. With a portfolio spanning blind boxes, bobbleheads, plush, display sets and licensed collectibles, all rooted in properties that resonate deeply with teen and adult fans, Khadou's current and forthcoming lines represent a genuine commercial opportunity for any retailer serious about this high-spending, highly engaged consumer.

Chiikawa Backpack Hangers offer eight characters to collect, with rare 24K gold-plated and glitter chase variants providing exactly the blind-buy mechanic that keeps kidult shoppers coming back. The accompanying Chiikawa Squishmes – soft, squishy 2.5-inch figures – are proving equally strong, buoyed by a rapidly growing Western fanbase and a social media presence that does much of the marketing work for retailers.

The second series of Hatsune Miku Backpack Hangers has launched to impressive numbers, capitalising on the character's enduring global fandom. A 24K gold chase variant adds serious collector appeal and keeps the completionist crowd engaged.

From the viral Roblox universe, Dandy's World has hit shelves as an instant sell-out wherever retailers have backed it. The standout SKUs are the Flip Ems figures and 12-inch plush, both well positioned to convert Dandy's World's massive, passionate online following into tangible retail sales.

The Only Fools & Horses range continues to build momentum, with the new Danger UXD Mini Moments Scene and Touch of Glass Mini Moments Scene adding fresh energy to the line. Excitement is already building around the forthcoming Batman & Robin Bobblehead Twin Packs, timed perfectly for the episode's 30th anniversary, and its much-anticipated BBC Christmas repeat.

Rounding out the current offer, Console Heroes is turning heads among retro gaming fans. The Sega Mega Drive Diorama range recreates iconic scenes from Sonic 2's Emerald Hill Zone, Carnival Night Zone, Street Fighter II's Ken Stage and Altered Beast's Graveyard – premium collectibles that speak directly to the 30–50 age bracket powering kidult growth. Supervillain Bundle sets provide additional ranging depth for retailers looking to scale the category.

The pipeline gets even more compelling heading into autumn/winter. WWE joins Khadou's growing Microids licence portfolio, with WWE Microids Wave One delivering legendary Hall of Famers – Hulk Hogan, Ultimate Warrior, The Undertaker, Stone Cold Steve Austin and more – in blind bag mini figure format.

The Peanuts ReAction Blind Box brings Snoopy to life in 9.5cm scale across multiple variants, while the Sega Game Gear Blind Box offers eight miniature cartridge-and-figure sets to collect.

Completing what promises to be a landmark season, the Only Fools & Horses Robin Reliant Construction Vehicle delivers a collector-grade brick-build of the Trotters' iconic three-wheeled van.

PREPARE FOR 100% ORGANIC PANIC

Bandai Toy & Hobby UK

020 8324 6160 | www.bandai.co.uk

sales@bandai.co.uk

Bandai Toy & Hobby UK continues to strengthen its position within the growing kidult and adult collectibles space, with new launches and range extensions designed to appeal to both nostalgic fans and a new generation of collectors.

Celebrating 30 years of Tamagotchi, the brand continues to resonate with millennials revisiting a childhood favourite, as well as older children and teens discovering its unique blend of digital play and collectability for the first time. The latest wave includes new Original Tamagotchi shell designs, licensed Nanos and new variants of the Tamagotchi Paradise model. Tropics and Glacier styles introduce new environments and 17 additional characters, expanding the Tamagotchi Paradise world. Features such as the zoom function unlock deeper interactivity through expanded care menus, while colour screens and connectivity enable fans to interact, play together and even create hybrid species.

The new blind bag Mini Collectibles tap into the ongoing demand for pocket money collectibles, featuring special 30th Anniversary stylised Tamagotchi characters. Each blind bag includes a figure, display stand, sticker, case and case charm, enhancing both collectability and display appeal for fans.

Monchhichi continues to tap into demand for heritage brands within the kidult space, supporting current trends for character-led fashion accessories and collectible, expressive plush. With its instantly recognisable design and cross-generational appeal, the range spans collectible plush and clip-on formats, positioning Monchhichi as both a nostalgic keepsake and an on-trend lifestyle accessory.

Bandai also expands its building collectibles offering with Nanoblock, including licensed Sanrio character sets featuring fan-favourite icons such as Hello Kitty and friends. Known for their precision micro-sized bricks, Nanoblock sets offer a more intricate and rewarding building experience, appealing to older builders and collectors. With a strong focus on compact, displayable builds, the range taps into the growing trend for desk and bedroom décor collectibles, making them ideal for creative and aesthetic display options.

In model collectibles, the One Piece Grand Ship Collection continues to engage anime fans and collectors alike. The Going Merry, as seen in the Netflix live-action adaptation, features detailed design elements including wave effect parts, a display base and marking stickers, allowing fans to recreate iconic scenes and build display-worthy models that celebrate the global franchise.

Carrera Revell UK

01296 660 291 | office.uk@carrera-revell.com

Initially viewed as a passing fad, the kidult community continues to grow with products now created specifically for this increasingly important market. Carrera Revell is at the forefront of an expanding assortment of items tailored for nostalgia-hungry fans.

Harking back to the 1985 release of the first Super Mario video game, love for the diminutive plumber and other characters continues unabated. Carrera now expands its existing Mario line-up with new RC and Slot Racing releases from the latest Mario Kart World game. Moving into the 1990s, Sonic the Hedgehog will see new additions in RC, Slot Racing and Pull & Speed assortments showcasing classic Sonic releases and offerings from the latest dimension-hopping Sonic Racing: CrossWorlds video game.

The book nook craze shows no signs of slowing down with those concentrating on licensed properties being especially popular. Following on from a very successful 2025, Revell’s Tiny Adventures range will build on Harry Potter, Game of Thrones, The Lord of the Rings and various Disney movie releases with new Harry Potter sets depicting the Hogwarts Express and Hogwarts Castle. Additionally, new licence Bridgerton will bring the elegance and grandeur of the smash Netflix series to bookshelves everywhere. Finally, 2026 will see the introduction of the first Star Wars book nook in the Tiny Adventures line-up. All Revell Tiny Adventures book nooks are constructed from wood, can be assembled largely without glue and each includes a set-specific LED lighting kit that’s pre-wired and ready for installation.

Also from Revell’s Tiny Adventures range, 2026 will see the launch of a new 3D illuminated picture frame range. Starting with subjects from Harry Potter, these easy-assembly frames can be displayed on a shelf or hung on the wall. Each features a set-specific LED lighting kit with built-in auto-off timer.

The 50th anniversary of the original Star Wars is just on the horizon. The enduring love for the brand has kept it continuously in the public eye and is built on imagination, superb storytelling and a fiercely loyal fanbase ever hungry for new products associated with the characters and vehicles that intertwine this universe. Revell’s extensive range of Star Warsthemed plastic model kits cover the full three-trilogy movie arc, plus Disney+ series The Mandalorian and now starships from the latest The Mandalorian & Grogu movie. 2026 marks 25 years of Fast & Furious and Revell will launch a range comprising the most famous cars from the franchise as glue-together plastic model kits in 1:24/1:25 scales. Available in kit-only or Model Set versions with included glue, paintbrush and paints, these are ideally suited to F&F fans. Launching later this year, Fast & Furious fans will be delighted with the all-new Click System version of Brian’s 1999 Nissan Skyline GT-R. This larger 1:16 scale model will require no glue, and parts will be supplied in pre-coloured plastic, so no painting required. Additional markings will be supplied both as self-adhesive stickers for beginners and higher-detail waterslide decals for intermediate to advanced builders.

Wow! Stuff

07817 273 766 | www.wowstuff.com sales@wowstuff.com

Wow! Stuff’s innovative Puppetronics range has rapidly become one of the toy industry’s most genre-defining and disruptive categories, fusing traditional puppetry with advanced electronics to reimagine how fans interact with their favourite brands. For autumn/winter 2026, the company builds on this innovation with a standout launch that taps into one of pop culture’s most anarchic cult phenomena: Fugglers Puppetronics.

The original funny-ugly monsters have always delivered a perfect combination of teeth, attitude and deeply suspicious underpants, earning themselves a fiercely loyal global fanbase along the way.

For the first time ever, these creatures won’t just stare at users; they’ll now talk back. Powered by Wow! Stuff, this all-new range brings awardwinning animatronic puppetry into the world of Fugglers, with over 60 sounds, reactions and interactions, including the infamous fart-or-burp button. There will also be blinking eyes, chomping teeth and expressive mouths with hilarious back-and-forth chatter between characters.

Leading the charge are four fan-favourite troublemakers: Sickening Sloth, Sketchy Squirrel, Mr Buttons and Rabid Rabbit. Each stands at 36cm tall, complete with their human-like teeth, the Butt-On Hole and a personality that refuses to behave. They also come sporting one of three signature Budgie Smuggler designs, including a rare gold pair.

Marking the first time Fugglers have ever been unleashed with animation and sound, Puppetronics is a milestone for the brand, blending comic timing with theatrical puppetry.

Boxer Gifts puts fun, humour and impulse appeal at the heart of its business. Designing wholesale gifts since 1982, the company creates novelties, toys, games and gift book ranges that make consumers stop, smile and buy.

A key focus for the year ahead is Boxer Gifts’ fast-growing stress toy collection, which is seeing strong momentum as the wider craze continues to gather pace. Products including the Boba Tea, Calma Llama, Stress Hog and cinnamon-scented Nice Buns have all seen a big lift.

The category is proving especially effective at retail, delivering impulse appeal for shoppers looking for stress relief, desk distractions, collectability, gifting or everyday escapism. Fun and instantly engaging, the range is well suited to the kidult market, where humour, novelty and shareable moments influence purchases.

For retailers, the products are designed to create those all-important pick-up sales opportunities. With playful concepts and strong pick-up value, Boxer Gifts’ stress toys are built to stand out on shelf and encourage repeat purchases.

Beyond stress toys, Boxer Gifts’ wider impulse toy range continues to perform strongly, with Grow a Sloth Toy and Pooping Elf Toy highlighting the appetite for products that are fun, surprising and just the right amount of ridiculous.

Boxer Gifts are also building momentum through new licensing activity, having recently secured the licence for Mr Bean. Fans can keep an eye out for new Mr Bean-themed products, including stress toys and gift books, adding one of Britain’s best-loved comedy icons to the Boxer range.

With demand growing across stress toys, impulse toys and licensed gifts, Boxer Gifts continues to build momentum through 2026, armed with products that both retailers and consumers love.

Jazwares

020 3598

5119 | www.jazwares.com

With an ever-growing line-up of collector and pop-culture IP, Jazwares continues to build ranges designed for fans and collectors to celebrate and to engage with their fandoms.

Pokémon celebrates its milestone 30th anniversary this year, and adults who grew up with the brand back in the ‘90s are looking for new ways to collect and connect. Jazwares is launching a range of fan-favourite products across plush and action figures developed specifically for Pokémon’s 30th anniversary, which are available for a limited time only, as well as premium collectibles in the Select Series that are highly articulated and detailed – ideal for older fans.

Five Nights at Freddy’s also continues to be a huge hit at retail. What started as a gaming phenomenon has evolved into a full franchise brand with a highly engaged fanbase spanning teens and adults alike. Jazwares’ line-up features highly detailed plush and action figures that feel like they have stepped straight out of the game. The line-up includes Endo figures, featuring an endo-skeleton with customisable character shells, as well as a Deluxe Collector Helmet based on Freddy Fazbear himself, with moving parts and LED eyes, launching in time for the holiday season.

Star Wars Micro Galaxy Squadron has new collectible starships from the latest Star Wars theatrical release, The Mandalorian & Grogu, including the new Razor Crest, combining premium detail and collectability in a format that works well both for core collectors and broader Star Wars fans.

Jazwares’ FIFA master plush licence is bringing a new level of fandom to the upcoming World Cup with a full line of Squishmallows, mascot plush and commemorative keepsakes that are ideal for adult collectors and sports fans alike.

Building on its growing presence in the collectibles space, Jazwares is set to tap further into the booming adult collector market through its partnership with Spiralcute International. With Chiikawa and Mofusand already commanding huge followings among older fans and collectors, the upcoming ranges lean into trend-led formats, including blind boxes, plush collectibles and display-ready figures. The lines reflect growing demand from adult consumers seeking emotionally resonant, design-led collectibles inspired by Japanese pop culture and social media fandoms.

Jazwares continues to strengthen its appeal among adult collectors through the enduring popularity of Squishmallows, with upcoming launches expanding further into collectible and blind-box formats. Alongside mystery capsule assortments and micro collectibles, the brand is continuing to grow through high-profile licensed collaborations spanning entertainment, gaming and pop culture properties, offering fans the character-driven ranges and fandom connections. With thousands of characters in the range and a thriving social media community, Squishmallows has evolved from a simple plush to a lifestyle collectible brand with strong appeal among nostalgic adult consumers.

The Left Field Group www.leftfieldtoys.com |

BazuYuu is tapping directly into one of the toy industry’s fastestgrowing opportunities: the Kidult plush and collectible craze. With adults now accounting for a significant share of global toy purchases, retailers are increasingly seeking products that combine emotional comfort, collectability, display appeal and social-media-ready aesthetics. Industry analysis shows that kidult consumers are driving growth through nostalgia, self-care purchases and collectible culture, particularly within plush and kawaii-inspired categories.

The latest additions to the BazuYuu Sweetie range – Ice Cream Surprise, Cake Slice Surprise and Macaron Surprise – are perfectly positioned to capitalise on this demand. Designed with ultra-soft premium fabrics, pastel colour palettes, embroidered kawaii expressions and fashion-accessory styling, the range blends collectible plush with lifestyle appeal. These are not simply toys; they are desk companions, bag charms, gifting items and socialready accessories that resonate strongly with Gen Z and Millennial shoppers.

A key USP across the collection is the surprise unboxing format combined with highly displayable dessert-inspired characters. Each assortment encourages repeat purchases as consumers hunt for favourite styles, collect full sets and trade with friends. Blind-box collecting continues to perform strongly within kidult retail, driven by the excitement of discovery and limited-style appeal.

The Ice Cream Surprise range delivers playful ‘cute food’ styling with collectible plush characters hidden inside colourful ice cream-themed packaging. The Cake Slice Surprise collection adds fashion-led appeal with bag charm functionality, making it relevant to current accessory trends seen across TikTok and Instagram. Meanwhile, Macaron Surprise combines soft pastel aesthetics with stackable collectability, encouraging consumers to build and display their own plush towers and colour combinations.

Commercially, the range offers retailers multiple advantages. Compact SKU sizing allows for strong counter display opportunities and high-margin impulse purchasing, while the collectible nature of the assortment encourages repeat footfall. The products work equally well within toy aisles, gifting departments, lifestyle stores, stationery retailers and fashion accessory environments, widening potential retail placement beyond traditional toy channels.

BazuYuu has also developed the range with strong visual merchandising in mind. Bright CDU displays, highly photogenic packaging and coordinated pastel branding create immediate shelf impact and help retailers build eye-catching in-store destination space. Social-media-friendly design is central to the range’s success, with collectible plush accessories continuing to trend heavily among young adult consumers seeking comfort culture and emotionally uplifting products.

For retailers looking to expand into the Kidult category, BazuYuu Sweetie offers a commercially attractive combination of collectability, gifting appeal, fashion crossover and impulsefriendly pricing. As plush continues evolving from traditional toy into lifestyle collectible, the Sweetie range delivers the kind of emotionally engaging, trend-driven product today’s kidult consumer is actively searching for.

Diamond Comics Distributors UK

01928 531 774 | uksales@diamondcomics.co.uk

From iconic comic book titles to highly collectible licensed merchandise, Diamond Comics’ ranges are designed to help retailers tap into a passionate and consistently growing fan market. With strong cross-generational appeal and a loyal collector audience, comic books and pop culture collectibles continue to perform strongly both in-store and online, offering excellent opportunities for repeat purchases and impulse buys.

Diamond Comics’ comic book range covers everything from best-selling superhero franchises and cult classics through to independent publishers as well as graphic novels. It stocks key titles across Marvel, DC, Manga, sci-fi, fantasy and horror genres, ensuring broad appeal for casual readers, dedicated collectors and new audiences discovering comics for the first time. TV shows like The Boys, Invincible and Peacemaker are introducing fans to these long-established comic book titles and bringing them into Comic Shops for the first time. Whether customers are searching for the latest releases, exclusive variant cover editions or comic packs, its selection is curated to deliver depth, quality and strong sell-through potential.

Alongside comics, Diamond Comics’ collectibles category offers an extensive range of licensed products that capture the excitement of the world’s biggest entertainment brands. From action figures, statues and vinyl collectibles to replica retro items and limited-edition merchandise, these products appeal to all types of collectors whether they are looking for new releases, premium exclusives or the lost toys of their childhood not at secondary market pricing. Many items are produced in limited quantities, helping to drive urgency, increase footfall and encourage repeat purchases from returning customers eager to expand their collections.

The product selection is carefully chosen to provide a balance of evergreen best-sellers and trend-led releases, allowing stores to cater to established collectors while also attracting gift buyers and mainstream pop culture fans. Eye-catching packaging, strong brand recognition and frequent new launches make these categories ideal for feature displays, seasonal promotions and point-of-sale opportunities.

As fan culture continues to move further into the mainstream through film, streaming, gaming and conventions, demand for authentic licensed products continues to grow. Retailers who already stock comic books and collectibles benefit from an engaged customer base with high levels of brand loyalty and ongoing purchasing habits. By offering an interesting mix of comics and collectible merchandise, stores can position themselves as destination retailers for enthusiasts while also capturing broader consumer interest in entertainment-led products.

Diamond Comics’ aim is to help retailers build exciting, profitable product ranges that keep customers coming back, with access to the latest hot releases, popular exciting brands and in-demand collectibles all in one place.