TWM_Toymaster Supplement May 2025

SPECIAL PREVIEW

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71748 Turtle Terrarium 71745 Dog Playground 71744 Cat Café

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71743 Puppy Parlour

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The Toymaster May show is back – and better than ever

We’re now just a few weeks away from packing our bags and heading to the beautiful spa town of Harrogate, the home of historic buildings, indulgent Yorkshire afternoon teas, and the beloved annual Toymaster May Show. Toy World’s Rachael Simpson-Jones recently paid a visit to the independent buying group’s head office to sit down with the team and find out how the sector is feeling about the months ahead, and how this year’s show is shaping up.

The Toymaster May Show will once again be held at the Majestic Hotel in Harrogate from Tuesday 20th to Thursday 22nd May, with over 100 suppliers (15 of them brand-new for this year) exhibiting their new and bestselling ranges for 2025. Far from being an invite-only or closed-doors affair, the show is open to any and all independent retailers that sell toys and games as part of their offering; in fact, non-members are very much encouraged to attend and will be welcomed with open arms.

According to Yogi Parmar, managing director of Toymaster, the indie sector has enjoyed a very positive start to the year, trading significantly up YOY. Lego Speed Champions and Pokémon Scarlet & Violet –Prismatic Evolutions have been undeniable standouts (some readers will have seen images shared by Toymaster members Toys n Tuck and Midco Toymaster of queues down the street on the morning of the new launches) and we’ve also enjoyed some unseasonably

sunny, warm weather which will hopefully carry through to the summer. April heralded a number of challenges for indies, not least the triple whammy of increases to National Insurance and the Living Wage, on top of cuts to business rates relief. Brick & mortar retailers also continue to come up against the convenience of online shopping and the neglect of Britain’s high streets, neither of which are doing much to generate footfall into stores. Despite all this, the group and its members remain confident that the outlook for the year ahead is a comparatively bright one.

Since January, seven additional British Garden Centre branches - Northampton, Heighley, Gosforth, Gloucester, Rugby, Havant and Reading - have joined Toymaster, alongside a new branch for Gates Garden Centres, located in Stapleton. Woodley News and Firestorm Games have also opened new locations in Surrey and Gloucester respectively. Toymaster has welcomed Wargames Workshop to its ranks, a specialist wargaming and hobby store in Milton Keynes. And the enquiries from potential new members keep rolling in.

The Toymaster May Show is arguably the best opportunity to discover what the group offers and to meet the team. Across the three days, in various elegant surroundings scattered throughout the grand Victorian hotel, visitors can meet a wide range of toy and game suppliers and distributors with product in every category, from pocket money and plush to crafts and kidult. While each room, or marquee, currently tends to contain a mixture of suppliers, Yogi and his team are exploring the idea of future shows hosting curated spaces according to product categories, so visitors can more easily locate the companies most suited to their needs. All suppliers will be showcasing the ranges they feel are best suited to independent toy retailers, and a large majority of them will also be offering deals and discounts on minimum order quantities and impactful POS. (Many of these deals are outlined in this supplement, so keep your eyes peeled.) Exhibitors will also be highlighting their catalogue lines and indie exclusives, which are also well worth looking out for.

“Our suppliers play a big part in the show and we thank them for their support in making it the success it

is,” adds Yogi. “Toymaster does not run an own label or FOB programme, so members are committed to selling only suppliers’ brands. This has helped forge the great relationships Toymaster shares with its suppliers.”

Previous visitors to the show will know Toymaster always lays on some fantastic, and free, evening entertainment. The popular themed nights are back for 2025; get your flares, disco balls and funky dance moves ready, because Tuesday night is Disco Night. Wednesday night, Awards Night, will be a rather more refined affair which will see attendees swap their sequins for suits as Toymaster honours a selection of suppliers and retailers for their hard work and dedication to the success of the sector. Guests at both evening events can enjoy a

Yogi Parmar, MD, Toymaster

delicious three course meal, plus drinks and superb entertainment.

“The planning for next year’s Toymaster show, I kid you not, starts the day after the current year’s show has ended,” explains Yogi, highlighting just how committed and hardworking the Toymaster team is. “On the Friday, everything is fresh in the mind, and we know what’s worked, as well as what needs to be tweaked, so we can start the planning right then and there. This means that 364 days later when the show opens again, it’s even better than ever.”

In recent years, Toymaster has increased its investment in the show and its venue to ensure suppliers, members and visitors enjoy the best possible experience. The catering, for example, has dramatically improved what’s on offer for hungry visitors (because yes, at the Toymaster show, there is such a thing as a free lunch). The hot food options are vastly better than a meal deal from a local supermarket, keep visitors within the walls of The Majestic, and give them the opportunity to network over a sit-down meal halfway through the day, or simply to catch up on their admin and ensure their

orders are staying on track.

Yogi adds: “We’re striving to keep making a difference to the whole indie toy retail sector, which is why the team has always been more than happy to welcome non-members to the show - and to our lounge at London Toy Fair. What’s good for the group is good for the individual.”

The Toymaster central office, located in Northampton, was revamped in 2024. It’s a bright, spacious and welcoming location that suppliers, members and agents are invited to use for meetings, presentations and vlogging. The building also plays host to regular committee meetings. Moving forward, these will include more ‘guest’ committee members in something of a change from usual proceedings, aimed at introducing even more diversity into decision making processes. The building houses the 15-strong Toymaster team, including talented designer Matt Lee, who proudly showed me all the marketing materials he’s been working on for this year’s show. In vibrant shades of yellow, pink and blue, the colour scheme

and theme of the show is modern and eye-catching and will provide guests with plenty of photo opportunities throughout the three days. Matt also creates the popular Toymaster catalogue, the group’s window display programmes (in partnership with suppliers) and edits the vlogs Toymaster produces for its memberships, which are just some of the many perks offered by membership of the group. Other benefits include the bespoke Toymaster Information Management System (TIMS), which streamlines members’ accounts and invoicing, allowing the retailer to run their business more efficiently and saving them both time and money.

Toymaster itself is flexible and adaptable. It gives its members complete freedom to choose (or retain) their own fascia and branding, window displays, catalogue uptake and so on. Anyone concerned that the group might be dictatorial or overbearing simply shouldn’t be. After all, the group has over 45 members that have been with it for 25+ years. That wouldn’t be the case if it weren’t a pleasure to deal with.

Behind the scenes, Toymaster is focusing on attracting an even more diverse assortment of retailers to the group. We’re talking farm shops, wargaming/model/ hobby stores, specialist games and puzzles stores etc. Yogi believes there’s vast scope for some of these retailers to improve their offerings and profitability by working with the group; it just needs to sit down with them and explain what membership can mean. Enter Paul Reader, Toymaster’s long-term “product guy” and now the face of its sign-up drive. I speak to Paul on the following page about what this change to his responsibilities means for him and for members. Paul is a fascinating interviewee, so don’t miss it.

I also spoke to Darren Robinson, the group’s Finance director, about how Toymaster is helping its members navigate this year’s financial challenges, which are in danger of pushing some from turning a profit into making a loss. Darren has a number of great tips for how businesses can mitigate their increasing overheads so, again, make sure you have a read.

Anyone who’s ever spent time with Yogi, or indeed any member of Toymaster’s small but passionate team, will know the group places communication at the heart of everything it does. To this end, it has been working with Geoff Sheffield and Natasha Crookes of the Toy Retailers Association about how their government lobbying can aid indies, and what needs to be done to ensure the toy industry as a whole continues to thrive. Yogi is pleased to report that Geoff and Tash have been hugely receptive to the concerns shared by Toymaster’s members and he’s confident that their specific and unique needs will be well-represented, where they need to be.

“The May show is the centrepiece of our year, and we work incredibly hard to ensure it’s as close to perfect as we can get,” Yogi adds, telling me he and several other team members are actually headed to Harrogate that week to meet with the hotel’s management team and Toymaster stand builders about how the show plans are coming together. “We spend the year equipping our members with the tools they need to succeed - the access to top suppliers and the marketing support required to engage with consumers, for example – but the Toymaster May Show marks the coming together of all facets of our business, of suppliers and members and non-members alike. It’s an unrivalled opportunity for the indie sector to regroup in person following the festive season and Q1 and plan for the crucial six months leading to Christmas 2025. We can’t wait to welcome everyone back.”

Read on to enjoy the rest of what this year’s dedicated Toymaster Supplement has to offer, including insight from suppliers on how they’re supporting indies this year and the ranges they’re bringing to Harrogate this year.

And don’t forget, the Toy World team will also be at The Majestic for all three days. See you there!

The times they are a-changin’

Paul Reader, a Toymaster stalwart and friend to many involved with the indie toy retail sector, is returning to the world of road trips and shop visits as he takes on new responsibilities on behalf of the independent buying group. Rachael Simpson-Jones finds out what this means for Toymaster, its members and suppliers.

Things are getting tougher for the toy industry with every passing year, according to Paul. We’ve had Brexit, container pricing, inflation and Trump’s trade tariffs, and now we’re at a consumer crossroads; Circana data and retail feedback can leave no doubt in the mind that toys is no longer solely a kids’ category. The kidults are here - and they are hungry for more.

“As a group, Toymaster (and its members) need to consider what this shift looks and feels like both now and in the future,” Toymaster’s Commercial director tells me over coffee and biscuits at the group’s head office. “Our unique proposition is our ability to support brick & mortar indies, and we’re very good at it. But if the toy landscape is changing - and it is - then we need to change too.”

To this end, the group is broadening its approach to member recruitment. Alongside specialist toy retailers, which make up the bulk of its current membership, this means wargaming and hobby stores, garden centres, farm shops, wildlife parks and dedicated board game and puzzle stores are now on the radar; essentially, anyone who stands to benefit from the tools and support Toymaster offers. And it’s Paul who’ll be heading up this new membership drive, by returning to his pre-Toymaster roots from more than three decades ago.

Although the retail scene has changed dramatically since he was last immersed

in it as a store manager, area manager and buyer, Paul is hugely excited to get in front of indies from all over the UK & Ireland. Those who know Paul will know he’s gregarious, entertaining and passionate about toys, as well as goodnatured, helpful and extremely knowledgeable. These attributes make him perfect for the job, which he’s coming at from two angles: helping and supporting existing members, as well as finding new ones.

“We’re going to be far more proactive now and all my energy will be going into those two things,” he says. “I’ll be on the road for two or three days a week on average, bookended by time in the office, so while I’ll be spending a lot of time away, I’ll still be supporting the team back at base. People like face-to-face communication. One of the biggest complaints we hear from members is about the lack of reps and agents visiting them, so it’s important we acknowledge that need and that I go to stores in person, sit down with retailers, and explain exactly what it is we do and how we can help.”

Paul adds: “When planning visits, I need to consider how to spend my time most wisely. Toymaster must be as good a fit for the potential new member as they are for us. They have to be a brick & mortar independent retailer, and we take into account the kind of business it is, what town it’s in and whereabouts the shop is located. We try not to tread on toes if there’s an existing member in the area, unless the two propositions are markedly different; a garden centre and a wargaming shop, for example.”

Once identified, conversations are had and interested parties are invited to apply for membership. There’s a small cost involved in becoming a member, but this is far

outweighed by the numerous benefits, supplier access and support Toymaster offers. The group requests visibility of the previous two years of accounts, but this can be waived for startups. This transparency helps Toymaster understand whether the retailer will be a sensible and positive addition to the group, which has long maintained a reputation for its professionalism and trustworthiness. Paul adds that even if the retailer or member decides joining up isn’t right for them, they’re not precluded from Toymaster’s help and support. As reflected in the Toymaster May Show, which is open to all indies, not just members, the group firmly believes that maintaining a thriving independent sector requires collaboration and altruism, not competition.

Paul has been ‘chomping at the bit’ to get started for some time, but the knowledge that he’d be leaving big boots to fill meant succession planning was required. The good news is that the eminently capable Chloe Farrow, whom many will know as Toymaster’s long-term Product manager, is stepping up to fill the void, which Paul is thrilled about. Chloe will be heading up a small Toy-focused team comprising Matt Lee, the group’s graphic designer, Kayleigh Edmunds, Marketing coordinator, and Sachin Tayal, product coordinator. Chloe and Sachin will be on hand at this year’s Toymaster May Show, as will Paul, who will be hosting a Q&A ‘myth busting’ session for non-members to attend at 2pm on both the Tuesday and Wednesday.

During his significant Toymaster tenure, Paul has been committed to bolstering support from the group’s suppliers across POS solutions, marketing, terms and conditions, and more. With his new hat on, he can now get under the skin of retail once more, armed with nearly 25 years’ experience and insight from the other side of the table. He can then take his new learning back to suppliers, and from there tease out even more solutions to the challenges members face. He’s the ideal choice for a go-between. Having spoken candidly many times about the need for adaptation and evolution, Paul is also in a position to get hands on with traditional retail formats as they embrace modern opportunities for growth and expansion –such as the Kidult category he highlighted at the very beginning of our chat.

“Change can be scary but it’s necessary, and all of us need to be taking stock of the direction the toy industry is heading in and how we can make sure we’re along for the ride,” he finishes. “This is where Toymaster comes in and why I’m so excited to be taking on these new responsibilities.”

Toymaster offers a range of support options including window displays, which Paul says he is committed to bolstering.

Indies: it’s time to take stock of your business

The indie sector is facing several economic headwinds this year, compounded by ongoing issues caused by competition, stock management, theft and aggressive pricing. Here, Toymaster’s Finance director, Darren Robinson, guides Toy World readers through simple steps they can take to ensure they’re financially prepared for the months ahead.

Darren joined Toymaster as head of Finance around 18 months ago, in July 2023, but was rapidly promoted to Finance director as Colin Farrow looked to take a step back from the business. Since then, he’s become far more involved in the wider running of Toymaster, joining the board in July 2024 and taking a more active role in the future of the group - including how its members are affected by financial matters.

“Things are becoming harder for indies; they’re up against changing government legislation, the cost of living crisis, global uncertainties and an ageing demographic,” he explains, noting that age concerns apply to members just as much as consumers; as retailers approach retirement age, the question arises of business succession – passing it on to their children, perhaps – as well as whether to sell up, and how to shore up pension plans. “Our responsibility as a group is to assess what we can do to assist members, no matter the stage of business they’re at.”

Part of Darren’s role is to ‘health check’ Toymaster members and offer help and advice where needed. The retail landscape is changing quite dramatically (and will continue to do so), meaning indies must remain aware of

what’s going on with their business, both internally and externally, and meet it head on. As Darren says: “You can’t just ignore it and hope it goes away. Ultimately, members may need take a step back and view their business critically, being honest - and unsentimental - about what might need to be done to keep things viable.”

Below, he shares some of the simplest changes indies can make right now to ensure their success long into the future.

• Mitigating increases to National Insurance and the Living Wage

Having come into effect in April, these changes (which formed part of the Budget announced in October 2024) will unfortunately increase overheads for many retailers. Assessing staffing levels may reveal areas where cutbacks could be made to keep staffing costs down, including the hours employees work. Refusing to open on a Sunday, ostensibly due to lifestyle choices, means missing out on a full day of peak-trading; consider whether bringing in a Sunday worker, to allow you to open your shop, could pay off. During the week, it might be possible to reduce opening hours during quieter periods, and if you have multiple locations, ask yourself if all of them are performing well. If one or two aren’t, would closing them ease the pressure?

• Coping with shrinkage (theft, plus damaged and lost goods)

Retail theft, driven by the cost-of-living crisis as well as opportunistic criminals, is a growing problem. Widening the aisles can provide a clearer view around a store so retailers can keep an eye on who is genuinely browsing versus who might be preparing to shoplift, while placing high-value items towards the back of the store can help deter those who would grab-and-run near the front. Security tags and CCTV cameras, while requiring a larger initial outlay, can make it harder for thieves to take goods and easier to catch them. Transparency is important, so maintain robust records on what you should have on your shelves and in your stockroom. If it doesn’t match up with the reality, investigate what could be happening.

• Make pricing work for you

Margins are decreasing, so experiment with price elasticity. Rounding up volume drivers such as pocket money toys by even 1p can generate thousands of extra

pounds over time, without putting consumers off. Psychologically, consumers have become conditioned to think of a £4.99 product as a £5 product - so why not make it a £5 product? Push prices too far, however, and sales will fall, so the trick is to find the sweet spot that works for your business. Offering price guarantees on carefully selected lines can increase consumer confidence and cement a sale; when consumers believe they’re getting a good deal, they’re much more likely to part with their money, and this can be the difference between securing a sale and losing it to a competitor.

• Mastering stock control

Retailers will sometimes buy too much stock because of a fear of missing out, which can lead to product sitting around unsold for far too long. Not only does this stock take up space on-shelf and in storage, but it represents tied-up cash that can’t be invested in the newest launches. If stock is ageing, get it sold off at a discount (or even at a loss, if needs be) and get the money back in your pocket. It’s not an admission of failure – it’s a recognition of better opportunities elsewhere. Sometimes, ruthlessness is key.

• Thinking like an accountant

Carry out an annual business appraisal on a day that’s memorable to you, during which you can compare the performance of your store/s year on year and ask yourself what’s working, what’s not, and what you can do about it. There are solutions to most problems, but the problems have to be identified before they can be tackled. Don’t bury your head in the sand; if you act today, you could save yourself some difficult decisions later down the line.

Access to help and advice on common retail and business issues is just one of the many perks of Toymaster membership. To find out more about how to become a member, visit join.toymaster.co.uk/apply-for-membership/ or head to the Toymaster May Show from 20th-22nd May to meet the team.

• Combining classic game play with a wealth of new and best-loved properties

New for Summer 2025! Counter Display Unit

Toymaster Show Upper Marquee

Bluey Mini Memory

Spidey and his Amazing Friends Mini Memory Hello Kitty Super Style Mini Memory © MARVEL

© MARVEL

© MARVEL © MARVEL

© MARVEL

Talking Shop Shopmasters

With the Toymaster May Show fast approaching, indie retailers share what they are looking forward to in Harrogate and what they enjoy about being a Toymaster member, as well as how business has been over Easter.

John Fagan - Fagan Toymaster, Mullingar, Co Westmeath

There are a number of perks to being a Toymaster member, such as the coordination of details in the supplier directory, the organisation of the Christmas catalogue and the provision of promotional window display material.

What originally drew me in to becoming a Toymaster member was the availability of the toy catalogues and the access to manufacturers and suppliers. As an independent, it can be very difficult to get access to these. We work with all our suppliers through Toymaster; Lego would be our top, then probably Mattel. We also work closely with Orchard Toys and Asmodee. In total, we currently deal with between 60 and 70 different suppliers. At the May Show, there will be over 100 suppliers, but we’re trying to cut back a little bit and not be duplicating product ranges. So, we will probably be dealing with around 60 at the show.

The May Show is really a fantastic opportunity. You get to meet all the suppliers, view offers and promotions and it is a must for planning and purchasing for Christmas. The key part of the show is that you get to see so many suppliers over the three days, so you get an overview over a short space of time of what’s new, what’s coming and what’s in catalogues.

If you’re not at the show, you’re waiting for sales reps to come and see you, which can go on for two to three months. You lose sight of what you saw in the first month by the time you get to the third. From a planning point of view, it’s really good to see all the suppliers in the same few days so you can really get an overview of the marketplace for Christmas. We go to the January Toy Fair as well, just to refresh after the holidays and see what’s new, but when the May Show comes around, you’re ready to get into serious purchases for the coming months.

Our first objective at the show is to see all the promotions, catalogue lines and new product that are available, and then look at purchasing. With a focus on margin delivery, we need to continue reviewing product ranges and suppliers.

We go to the May Show with a very open mind. We’re trying to find out what’s new, if there are any new films coming out that will attract different kinds of product that will be associated with it, and what the companies have committed to putting into the Christmas catalogues. We take 14,000 catalogues and distribute them locally, so we need to have all the product that’s in those catalogues. You have to know what’s coming in advance, so you can have good stocks of the product that you’re promoting and marketing.

At the show, I have appointments all day Tuesday and Wednesday to make sure I see the people I prioritise, and then I have a bit of blank space on Thursday to wander and pick up anyone that I didn’t get to see.

Retail is always a challenge, and within that comes opportunities. Toymaster pulls together lots of information and analysis on product and suppliers which is key to our decision making. In every difficult area there’s always opportunities, and Toymaster helps us in that respect by delivering information on what’s happening in different

areas. That way, if I’m missing out on anything, I can pick it up and hop on the bandwagon. In fairness, when some of the manufacturers see a trend happening, they usually send out an email about how they’re having a great run and what stock is performing well.

Being an independent, you can react week-on-week. Some of the bigger organisations have different planning and procedures that they have to go through before they can order new lines. I can make a call at the end of the day and jump on something right away.

Currently, it’s 20 degrees over here, which is unheard of at this time of the year. It’s only going to last a few days, but a lot of outdoor product is moving; sales of play stands, slides and swings have really kicked in. The longer the nice weather stays, the better.

Easter is usually good for us. We feature our specialist lines during Easter; this year it’s a focus on outdoor products. We do a bit of marketing in that respect, so people know we have the product and come straight to us. This period really kicks off the rest of summer.

Talking Shop

Andrew Olley - City Cycle Centre Department Store, Ely, Cambridgeshire

Toymaster supports us in so many ways: with advertising, the catalogues, excellent window displays, central invoicing systems, and also in person and online. What I value most has been the individual advice and support that I've received whenever I have needed it. There's a lot of knowledge and experience at Toymaster HQ that members can tap into.

At Toy Fair, in the dark depths of January, it's always very exciting to see everyone's beautiful, bright plans for the year. But now, it's time to get down to the details. The Toymaster show is perfectly timed at the end of May, when we are about to step into the second half of the year. Visitors can get a final glimpse of the product for the all-important third quarter, and then it's time to get to grips with the serious business of buying. I enjoy the May Show; whilst it is an event where everyone is looking towards the Christmas season and getting down to the serious business of buying, as it takes place when the weather is warming up (hopefully), that means the show usually has a relaxed, summery feel (even if there might be the odd torrential storm rocking the Marquee).

Just getting around to cover everything and see everyone

The Easter season was steady for us. Having a bright, sunny half-term brought people out to enjoy the sun, which has also helped with our ice cream and summer toy sales. So, we’d say that it’s been a positive period overall. We’ve seen strong sales across our water guns, bubble machines, tennis racquets, badminton racquets and other general outdoor products. Other best-sellers this quarter include Pokémon Prismatic, which has been seeing plenty of demand, and we have also expanded a little bit into Magic: The Gathering and further into the trading card market in general. Another one of our highlights is the Lego F1 and Speed Champions sets, which have been performing very well.

One of the biggest benefits of being a Toymaster member is the strong sense of community that it offers. The group has grown significantly, and being part of it exposes us to plenty of different approaches and ways to communicate with other indies. Another brilliant benefit is the many meetings/shows which are organised throughout the year. These provide us with invaluable opportunities to connect with suppliers in person and see their products firsthand, rather than just through a catalogue. Without these meetings, our contact with suppliers would be far less frequent, making this aspect

one of the major advantages of our group membership. We find the regional meetings particularly useful. The group has recently moved them to Coventry, which I think works very well, as the event now boasts a bigger space with more suppliers. Attending enables us to get in front of most of the companies we work with, all in one place.

The kidult market is overflowing with new products this year, and we are looking to expand our portfolio by adding some new lines. We are currently working with Toymaster’s Paul Reader, who is advising us on what new items to incorporate into our offering based on our existing collection. Our existing kidult ranges include Pokémon, Airfix, Lego and Warhammer, but we are looking into adding some anime figures and exploring some other avenues that might be beneficial to our 10 stores. Paul has been able to highlight opportunities for growth and expansion; his advice is much appreciated, and something that’s available to our fellow Toymaster members. (For more on this, see p.6 of this supplement).

at the May Show is an achievement, so preparation is key, and I do a lot of work in advance. I particularly take note of any stock deals, offers and catalogue lines that will be useful to the business. Attending the May Show has become increasingly important to me, as a valuable opportunity to see products and meet suppliers that I couldn't see otherwise. I've been a buyer for a very long time, in different types of retail, and one of the major changes I have noticed over the years is a lot fewer representatives visiting actual shops. There are a few exceptions, and we appreciate companies that still make the effort, but that makes the May Show a rare chance to see products in the flesh and catch up with some of the larger suppliers in person.

Sales were excellent during the Easter holidays. We ran Lego Make and Take events which went down really well, and we had a variety of competitions up and running during the entirety of the break, which were very well supported. All of this encourages footfall. A great Eugy display in the window has attracted customers in store, and we sold lots of the new Eugy animals as Easter gifts. It's been an excellent start to the year, with some super launches that have helped sales overall.

strategies that have worked – and those which haven’t. It’s good to be part of a supportive network where we can discuss and explore new ideas together.

One of the main challenges we are currently dealing with, along with most other independent retailers, is the rising cost of living and its effect on customers. Being members of Toymaster means we are part of a community where

Harvey Alexander - The Hobby Shop, Faversham

I’ve been a Toymaster member for the past 10 years and initially wanted to join the group to gain access to major suppliers like the Lego Group. Since then, Toymaster has given me access to plenty of ranges that I probably wouldn't have discovered on my own. I find the fact that the group provides sales analysis of products very helpful, as it allows us indies to know what’s selling well and choose what to stock with confidence. If we’re thinking of taking on a new range, we can check the figures to work out whether that range should do well for us.

Lego continues to sell very well for us, with the F1 Speed Champions being the most popular of the recent releases. Additionally, the Lego Creator 3-in-1 Wild Animals range has been enjoying success, alongside the Pokémon TCG, which is one of the most highly requested items at our shop.

It’s been a quiet Easter bank holiday for us; it’s usually a bit busier, but the weather has probably been the reason why we’ve had less footfall. However, we have seen some sunny days, and these brought people out and the town was noticeably busier. We’re hoping for better weather to arrive soon, as this will help bring more customers in.

This year, our plans to expand and to find new suppliers to work with will present us with new opportunities. We’ll develop our business by ensuring we have a point of difference to other toy retailers, and by making sure we’re adapting to the new retail world.

Calum Pearce - Bicester Toys & Thorntons, Bicester

Talking Shop

Ian Bailey - Baileys Toymaster Gorey,

Wexford, Ireland

WWe’ve been a member of the Toymaster buying group for almost 10 years now, after moving into toys from a completely different business. When we first joined, we received plenty of advice from the team which really helped our business grow. Being a Toymaster member has enabled us to network with other members, making us feel like we’re part of a community, as well as gaining access to a wide variety of suppliers, which has been hugely beneficial for us as a business. Other benefits include being able to opt in to central invoicing, which makes matters much easier and less time-consuming for us. Recently, Toymaster has provided us with very useful advice on how to merchandise our product ranges effectively.

The Toymaster May Show is our main buying event of the year, one which allows us to see all the autumn-winter ranges in the flesh and connect with suppliers face-to-face. What we hope to achieve at this year’s event is bringing ourselves up to date on all the new ranges - and getting the best deals possible for the next season, as well as meeting some new suppliers. It will also be a fantastic opportunity for us to network with other Toymaster members.

We’re looking forward to planning for the second half of the year and looking at how we could refresh our product offerings. I personally find attending the May show invaluable, it helps us to properly see the value and the quality of the products; it’s so much better to see them ‘in the flesh’ and get a feel for them.

Particular challenges that I feel most indie retailers are struggling with at the moment are maintaining a good margin and controlling costs. Costs have increased a lot in the last few years, so I suppose that keeping them under control while maintaining turnover is the biggest target. As Toymaster members, the offers from suppliers are crucial to help us enhance our margin and help mitigate challenges.

I think the biggest opportunity for us this year is tapping into the kidult and collector market more. We have increased our adult-focused ranges, including our kidult Lego range and our model kit and collector ranges. Additionally, following the success of Pokémon, we have expanded into other collectible card games. Attending the May show will allow us to talk to other members about their experiences with the new ranges we have brought in, to make sure we’re on the right track and see if there are any other product ranges they recommend that we could add to enhance our collectibles offering.

Easter sales have been encouraging, and the sunny weather resulted in us selling more outdoor products for a few weeks, particularly wheeled toys, which have been performing well.

indie viewpoint

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Plenty to talk about

WWhere is this year going? As we write this, we can’t believe it’s only five weeks until we travel up to Harrogate once again for the Toymaster show. But more on that later. First, there’s the allimportant Easter holidays trading period to get through – and half way through, good weather has been quite encouraging for sales. The Toy Barnhaus satellite is predicting rain for the second week, and a wet Good Friday, but that should mean decent sales for us in our shopping centres. Mark has his fingers crossed for a dry Easter Sunday though, for his mandatory Easter barbecue.

Sales for last month have been very encouraging. Footfall was helped by Pokémon, with the new Journey Together release selling out in only a few days. A new craze that has recently hit is 3D Sculptured Dragons (One for Fun), which is another TikTok trend – and driving purchases at an affordable price point. The new Minecraft Movie toys have really shown an uplift since the film came out and the Lego F1 range continues to sell well now the F1 season is in full swing. For the first time in a couple of years, it does feel like there is a bit of a buzz in the market, with several different things to talk about. We are also very excited about the live action Stitch movie later this month, which is certain to increase demand for an already very popular character. Then we’ve got How To Train Your Dragon coming up - there is certainly a lot to look forward to this summer.

Girls’ collectibles is a solid category for us, and there is quite a bit to get after at the moment. L.O.L! Surprise and Miniverse from MGA are still really popular, with plenty of new releases. Zuru has really expanded in this category, and My Mini Babies, the 5 Surprise Axolotls and the Max Retro capsules in particular are all selling extremely well. Littlest Pet Shop (from Bandai) has had a resurgence since its relaunch 18 months ago, and we’ve just received the Mama Surprise collectibles from Moose Toys, which looks a well-priced range which should sell well.

We have been a Toymaster member for 15 years now, and it has been great for our business. With access to around 300 suppliers immediately, plus the credit terms and invoicing, being a member does make it easy to find new products. The main Toymaster show - and the two regionals - provide three excellent opportunities to see suppliers and meet up with other members. The marketing opportunities including the catalogue and the window displays, are incredibly useful – and the good thing is you can pick and choose which bits you want to use, based on your business.

We can’t wait for the aforementioned Toymaster show. As ever, we’ve got everything organised early; our rooms are booked, and our evening meals are all planned out. Now I suppose we had better make some appointments! In all seriousness, this is our favourite show, it’s so fantastic to have 100 suppliers all under one roof. It will be our 15th year attending, and the Toymaster team never fails to impress us with the great job it does organising everything. They listen to the members too; for example, in one area of great importance, Mark credits himself with the decision to move serving the bacon rolls forward to 12pm in the evening. It is a key buying show for us, where we will start some of our Xmas buying. We’re looking forward to seeing final versions of products which may not have been fully ready at London Toy Fair. See you in Harrogate!

Adorably b ended, Adorably ded, deliciously scented! deliciously scented!

Lending support

Suppliers share how they have specifically helped indie retailers over the past 12 months and how their retailer support programme for 2025 will help mitigate extra challenges such as increases to NI and the living wage, plus cuts to business rates relief.

Gary Hughes

Head of UK Sales at Rainbow Designs

When the blockbuster movie Paddington in Peru launched last autumn, we made full use of our strong brand owner relationships. Early knowledge of area-specific activations helped us initiate plans for independent retailers in key areas. Our 360-degree marketing support included wrapped stores, vinyls, POS and Paddington character costume visits to create that all important in-store theatre, encouraging

increased footfall which resulted in a strong uplift in sales. We also launched a specific Paddington Movie range that was so successful, it now forms part of our 2025 offering.

In addition, we organised a Paddington Display Competition for independent retailers aided by POS and FSDUs. It was extremely well supported and resulted in some fantastic displays. We saw the most entries we have ever had for a competition and most importantly, some great sales results for retailers.

We focus on the relationship with our customers: at Rainbow it is part of our DNA, and right now it has never been more important. Our UK-wide team of sales reps put time and effort into building strong and individual relationships with our independent retailers. Importantly, we recognise them as unique businesses and understand that a ‘one size fits all’ approach doesn’t work. We pride ourselves on our strong customer service, providing face-to-face problem solving and support where and when needed, and empowering our teams to make decisions when with customers, rather than leaving retailers to navigate a faceless system with no support. One of the ongoing challenges for independents is competition from majors. This is where our sales team comes into its own, creating a product mix of high-quality lines with differentiating price points specific to individual retailers. In addition to all of this, we have a fantastic range of new and established products that focuses on offering the high quality and great value that our retailers and customers have come to expect from Rainbow. From Paddington, Peter Rabbit and Disney’s Winnie the Pooh to Bing, Mr. Men Little Miss and Tikiri, we have a range to suit all pockets.

Becky Matthews

Director of Sales and Marketing, Golden Bear Toys

We always enjoy working with independent retailers and aim to support them as much as we can. As a family business, Golden Bear knows how important it is to champion our values as we support these communities and keep the local retail scene thriving; supporting indie retailers allows us to help preserve the passion that makes the toy industry so special.

Over the past 12 months, we’ve offered demo stock to retailers to help them boost their marketing efforts. In-store demonstrations, competitions and social media content are powerful tools for driving sales, but they can also place a strain on a retailer’s inventory. By providing demonstration samples wherever possible, we can ease that burden by allowing retailers to engage their customers without dipping into their own stock.

We see the value in social media. We know first-hand that a great online video can be key to making sales in this digital-first world. With this in mind, supporting our indies by providing a bank of great content - as well as giving them the means to create their own - is a priority. Golden Bear is always striving to make great quality toys with strong demonstratable qualities. Content is king in this business; when developing our products, understanding how their features can be shown on social media is a key part of the process. Whether it’s in house organic posting, looking to influencers or supporting UGC, demos have gone digital - and we have to create products with that in mind.

A great example of this in action is Soccer Bot. Released in autumn/winter 2023, Soccer Bot became a sellout sensation practically overnight thanks to the wave of viral Tik Tok content that supported its launch. We even saw an independent retailer get in on the action, with Fagan Toys’ Soccer Bot video going viral with 4.5m views and incredible engagement.

Our upcoming plush range Foodibles was created with viral potential in mind, taking inspiration from trending content, and its collector appeal really ties into the ‘TikTok made me buy it’ phenomenon we’re seeing so often online. With this range not yet in mass distribution, indie retailers have a unique opportunity to take a high market share of this new product launch, as well as tap into the collectors’ market. Combined with the social media support (and an accessible price point), this range is an indie retailer’s dream.

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Andy Griffin Marketing director at Reydon Sports

Simon Prest

There are several case studies I could share, but it’s particularly satisfying to reflect on the fact that customers we introduce to our B2B portal often begin using it as their primary ordering source.

At London Toy Fair this year, for example, we met an independent retailer. They had only briefly heard about Reydon through the Toymaster group but weren’t aware of our full product offering or how we could enhance their business. During this first interaction, we walked the customer through the products on our stand, our catalogue, the team and the huge potential offered by working with us, and introduced them to the Reydon B2B portal, demonstrating how easy it is to use. We provided log-in details then and there, and by the end of the week they had successfully placed their first order. As a business, we take great pride in the customer experience and helping retailers to feel confident in their primary suppliers, so this was a great moment for us.

The independent sector is a significant focus within our support strategy, which centres upon helping businesses grow and evolve. As a wholesaler that distributes more than 140 brands across a number of markets, our aim is to collate all the available digital marketing support and provide it to retailers at the click of a button. This means they can easily utilise videos and other content for social media campaigns and in-store advertising, while at the same time strengthening their overall eCommerce offering.

Alongside our digital marketing support, the Reydon model helps retailers experiment with buying into new lines. There are no minimum order quantities or pressured buying conditions; customers can purchase one product at a time as they begin to build a range that’s proven to work both in-store and online. With Reydon, trying a new product is no longer a risk: our job is to eliminate any challenges with sell through and, if anything, accelerate it.

Sales and Marketing director, Orchard Toys

To support the launch of our Peter Rabbit range, we partnered with Norwich’s Chantry Place Shopping Centre and Langleys Toy Shop to deliver an immersive Peter Rabbit trail designed to drive footfall directly to the store. Langleys became the hub of the experience, where families could collect and return their trail maps, ensuring every participant stepped through the doors. To reward engagement, we offered exclusive Peter Rabbit stickers for those who completed the trail and brought the experience to life with vibrant POS displays, themed activities and a dedicated play zone outside the shop, featuring a giant, life-size Peter Rabbit game.

The initiative created a real buzz during the Easter holidays, boosting footfall, driving sales and strengthening Langleys’ presence within the centre. It was a great example of how we work closely with indie retailers to deliver creative, footfall-driving campaigns that add real value to their businesses.

We know this year brings fresh challenges for indie retailers, so we’re committed to offering support that genuinely makes a difference. We're pleased to confirm we’re holding our prices on games and jigsaws for 2025, helping retailers protect their margins in the face of rising costs. Alongside this, our retailer support programme includes value-driven promotions throughout the year, designed to create compelling in-store deals that help drive footfall and boost sales.

To further enhance the shopping experience, we also offer a range of high-impact POS materials - from banners and headers to floor stickers - all created to help retailers create standout displays and make the most of their retail space.

Sam Bucknall Head of UK & EU Sales, Smiffys

Smiffys has supported indie retailers for decades, with our dedicated sales team building relationships across the country and beyond. It’s been a hard time for retailers in the past few years but a little goes a long way when it comes to supporting indies. We recently gifted POS kits and multiple display units to a loyal customer and Toymaster member to help refresh their retail offering. Our team is always on hand to support our friends and customers, even taking time out of hours to help retailers prepare their stores for their busiest season and ensuring they can maximise on Christmas sales.

The Toymaster May Show is a great opportunity for us to meet with customers and we’re always made to feel welcome by Toymaster and its members. Attending the regional meeting in Ireland earlier this year allowed us to support customers from further afield and touch base once again too.

Our support will continue throughout 2025. To help ensure our customers maximise seasonal selling periods, we assist with range selection and merchandising. This year, Halloween falls on a Friday, and Smiffys will support all customers with advice on key products and how to make the most of this exciting season, whether it’s their first dip into this category or they’re a dab hand at all things spooky season. Smiffys is also developing its trade sites and adding new ways to shop and access assets. It’s no problem if technology is a challenge; our team is ready to provide tutorials that will help indies make the most of our available resources, whether that be using our shoppable catalogues or downloading digital assets to use on a website. Throughout the year, Smiffys seasonal campaigns will include POS kits for brick & mortar retailers, helping them to create eye catching displays and promote upcoming seasons.

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Suzie Howes

Head of Marketing at Magicbox

At the end of last year we launched Piratix, shipping in something completely fresh for the toy aisle - the only pirate-themed collectible figures in the market. From launch, this IP has been well supported by our indie customers. We wanted to ensure that we were doing everything possible at our end to drive consumers into their shops and make it the success we knew it would be.

We considered everything. We thought about timing, launching the range early on 26th December when we knew children were off school with Christmas money to spend. We offered independents a Point of Sale Pack, with eye-catching display pieces to capture children’s attention and imaginations. The POS pack included a standee, cubes and a window sticker, all presenting the fun and distinctive Piratix branding at its best. Plus, for those who had the space, there was an FSDU on offer that really helped to create a stand-out display for the collection. On top of this, we supplied all our indie stores with sample packs so they could begin building their local Piratix fanbase, and ran geo-targeted Meta adverts during this launch period to support each store.

Mark Jones

Sales director at University Games

Rob

Trounce

Marketing manager at Hachette Boardgames UK

Event marketing is a huge part of what we do at Hachette; you’ll find us at numerous gaming events and conventions throughout the year. These events give us a great opportunity to collaborate with our retailers and explore ways to support them.

A recent example is Tabletop Scotland, where we worked closely with Dice & Destiny, a retailer based in Canterbury. To help them make the most of their space we transported stock to the show on their behalf, allowing them to maximise the van capacity. Additionally, we provided them with an exclusive title - The Secret Relics of Wizardswhich was only available through Dice & Destiny’s store.

This year, we launched our first-ever Hachette Game Day, a dedicated event designed to support indie retailers by providing connections, insights and exclusive benefits. At the event, we showcased upcoming titles available for preorder while also highlighting key games that retailers might have overlooked, offering marketing advice on how to maximise their success. Crucially, we gave retailers control over their own discounts on selected titles, helping them stock the right games for their customer base while easing financial pressures.

Beyond the financial support, the event also fostered a strong sense of community, bringing together retailers from across the country to share advice and strategies for navigating today’s economic challenges. This is just the beginning: we plan to expand and refine the programme, continuing to offer financial incentives, marketing support and tailored education to help indie retailers thrive despite rising costs and economic uncertainty.

Independent retailers form a vital component of our business strategy, and our dedicated UK-wide sales team is committed to supporting them with the same dedication we show our national accounts.

Last year, the Subbuteo World Championships was held in Tunbridge Wells. Over 300 competitors from more than 30 different countries took part and there was a large visitor turn out. We worked closely with a Tunbridge Wells-based toy retailer to transform it into a retail focal point for Subbuteo. We designed bespoke point of sale materials to dress the window, brought in products so they didn’t have finances tied up in excess stock, and promoted both the store and event through our social media channels. It was a great success and demonstrated the advantages of working with an independent toy shop; they’re agile and able to react much more quickly to market conditions than many high street multiples.

We will continue to focus on what we believe will help our retailers succeed irrespective of the market conditions. At University Games, our strength lies in offering pricing that gives retailers great margins and therefore the ability to price products in line with the major retailers. This keeps independents competitive. Most importantly, we offer a catalogue filled with perennial best-sellers such as What’s Up, Charades for Kids, Perudo and Who’s in the Bag. Fortunately for our retailers, our portfolio greatly reduces the risk in their decision making and purchasing plans.

Unleash the power of the legendary Mighty Morphin Power Rangers! Reignite this global time-tested phenomenon with bold collectibles. Featuring heroic figures, behemoth Dinozords, and the towering Dino Megazord. Get ready for the unstoppable surge of an all-new

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Katy Fletcher

Head of Marketing & Product Development at Ravensburger UK

Our relationships with independent retailers are always of the utmost importance to us. Throughout the last year we have developed exclusive 'first-to-market' opportunities with independent retailers, and we're looking forward to working with our partners to create further initiatives like this.

We’ve held our prices for 2025, supporting retailers by providing high-quality items at great prices that provide tangible value for money. We're also working hard with our retail partners to develop impactful new merchandising solutions across the breadth of our brands, driving stand-out and sell through in-store. We hope that the recent roll-out of our Sana online portal will support our customers day-to-day with a streamlined ordering process, as well as dynamic visibility of our offering.

Roger Martin

Marketing director at Asmodee UK

Claire Coekin

Commercial director, Plus-Plus

Indie toy retailer Games Crusade was looking for ways to increase store footfall during the Harrogate Kids Trail event, which took place in the 2024 summer holidays, and decided to host a Plus-Plus sample giveaway to attract both families and children. We provided hundreds of sample bags filled with 40 colourful Plus-Plus pieces. Children and adults alike were thrilled with their free gifts, which helped increase consumer engagement and made their shopping experience all the more enjoyable and memorable.

We want all our independents to have a great experience with Plus-Plus so we offer a variety of value-added, retailer-specific marketing materials to help our retail partners attract more customers. Our point of sale ‘Try Me’ trays (provided with a generous amount of loose pieces), diorama model displays, in-store Play Demo Kits and sample bag giveaways make a huge difference for indies versus pureplay online sellers and some of the bigger box stores. We hear feedback time and time again that these initiatives increase dwell time, create a positive connection to the brand and drive sales growth.

Glenn Harrison

Global head of Sales at Connetix

The independent retailer channel is invaluable to Connetix; its passion for play, and for providing customers with unique in-store experiences that extend beyond product, strongly aligns with our brand. We’re committed to supporting local businesses and have worked closely with our indie partners to create bespoke window displays, beautifully curated graphics, immersive builds and interactive play spaces to ensure our brand stands out and to inspire open-ended play.

Our retailers are provided with a suite of assets to assist both in-store and online marketing, including high quality images, stunning videos and authentic UGC content that deeply resonates with children, parents, educators and allied health professionals alike. Our thriving online platform creates game-changing opportunities for our network to connect, boost customer engagement and expand the brand’s reach.

Over the past 24 months we’ve reviewed our pricing policy to ensure we can continue driving strong margins for our retailer community. We stay ahead of industry data and metrics of key performing categories both on a regional and global scale and offer retailers important insights of what’s steering these trends. A big emphasis for us has been helping retailers to understand the value of open-ended play, and at the same time, connecting retailers with other outstanding brands that also align with the play value of modern-day parents.

We’ve grown our dedicated and experienced in-territory Account Management and Sales Team, allowing us to have an in-depth understanding of the unique needs of retailers and adapt to the challenges that they face. By supporting with planograms, adjusting minimum order quantities and providing free delivery on orders over £500, we can better support individual stores and make it more accessible for customers to trial our full range of innovative products.

As part of our comprehensive digital marketing strategy, we list all retailers on our Store Locator page and encourage customers to access this by directing traffic from multiple online platforms. Being one of our most active pages, this drives a high-level of sales and valued footfall to local stores.

To be honest, supporting the independent sector is something that Asmodee does without even really thinking about it. Indies are a crucial part of what we do so we’re constantly working with them to drive customer engagement, explore local partnerships, improve their online presence and evolve their social media strategies – all to encourage more people to play more games, more often. Recently, for example, an indie retailer reported to us that they were having stock stolen while it was in transit to them. As well as immediately crediting their loss, we also provided a dedicated courier for a short period of time while our existing courier identified and sorted out the problem. On a broader level, we recently had thousands of items, spread across 36 pallets, arrive late on a Wednesday afternoon; they needed to be with retailers on the Friday of the same week. We pulled out all the stops and every single retailer got their stock on time - we’re very proud of that.

We’ve also been working even more closely with board game cafes around the UK this year to drive traffic to their venues and encourage people to play games. It has been a really successful initiative and we’re looking to see how we can expand this further.

Regardless of supplier support though, it remains a tough time for retailers. We’re acutely aware of that with every decision we make. We currently offer indies rebates when they meet certain criteria, which we know makes a difference. We’re also looking at broadening those criteria and deepening the rebates to support indie retailers as part of our support programme for 2025.

By providing these solutions and more, Asmodee will help indie retailers address the evolving economic landscape, so they can maintain profitability in 2025 despite financial pressures.

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Martin Whittaker

Managing director, Simba Smoby UK

At Simba Smoby UK, we have recently brought some offers to the table that are designed exclusively for independents. For example, we are offering free point of sale units for our re-branded Majorette range, which will help drive an increased rate of sale in-store as the brand continues to grow. We have also introduced some products as indie exclusives. This includes several premium Street Fighter Deluxe Figures in limited quantities, which have been offered to a number of indies which also stock the wider range. This is a great way for us to get exclusive product to into collectors’ hands and also to support those indies that have selected our ranges.

David Adams

Sales director – UK & Ireland at Curious Universe

While relatively new to working directly with the independent market, Curious Universe has made significant strides following recent meetings with key independent partners. Since the London Toy Fair, we’ve developed a dedicated domestic catalogue and brand guide, offering a clear and concise overview of our core portfolio. This tailored resource is designed to make it easier than ever for independent retailers to engage with our ranges.

Recognising the challenging landscape that independent retailers are currently navigating, we’ve made a concerted effort to lower our MSV. This move is aimed at supporting independents and giving them the best possible chance of success with our brands.

Dan Ward

Head of Sales at Craft Buddy

We recently took our giant Hagrid Crystal Art Buddy on a road trip round some of our independent stockists. We placed him in window displays in Clacton Art, Craft and Model Centre, Kidstuff, and Bulstrodes Toymaster, where he really caught the eye of passing shoppers. Craft Buddy has always been a strong supporter of independents, being official suppliers for Toymaster and AIS. We always sell at the RRP on our retail site so as not to undercut any of our stockists. We have strong social media marketing campaigns too, and always try and support with in-store POS material and finished samples to increase sales.

Philip Kaye

Owner, Kayes of Cardiff

Over the last 40 years, Kayes has built its business upon the indie retail sector. We always try to help where we can. Last year a new member of Toymaster was opening up a new shop and going into toys. After visiting our showrooms, where we advised on ranges to select and try, we then personally delivered the order so we could view the new store and help on layout. We also advised on key brands outside of our portfolio that we felt would enhance the retailer’s offering even more. We continue to support them with new suggestions and insight on market trends; this is a service we provide not only to that member but, via our sales network, to hundreds more indies besides.

Where we can, using our own experiences within the business and from talking to the many retailers we deal with, we pass on suggestions that can help mitigate cost increases. Looking at opening hours for example: what percentage of your takings occur during quiet times, and can your hours be tweaked accordingly? If you are recruiting, can two part-timers replace a full-time employee?

From a supply perspective, we can support at key times by substantially reducing carriage paid on orders. Last year we reduced carriage paid value by 50% in Q4, resulting in increased sales at this key time. Keeping good stock levels and maximising order executions is another way we can help indies make the most of profit opportunities and offset their extra costs.

James Shepherd CEO at Commotion

Commotion is new to the indie scene but we’re thrilled to be exhibiting at the Toymaster May Show this year.

Tickit products are an ideal fit for the independent toy market due to the brand's proven track record, backed by 40 years of experience working with nurseries and schools. Designed to inspire, engage and educate, Tickit toys not only captivate children's imaginations but also promote essential learning through play.

Commotion, meanwhile, offers tailored support to help retailers thrive. Our partners will benefit from personalised service, with a dedicated account manager providing expert advice on product selection and sales strategies. This collaborative approach ensures that each retailer's specific needs are met, enabling mutual growth. Comprehensive marketing resources include access to high-quality images and videos, detailed product information and engaging content. These assets enable our retailers to effectively showcase Commotion products both in-store and online, enhancing customer engagement and sales. With distribution centres in the UK and the EU, Commotion ensures efficient and reliable delivery for customers within the British Isles. This logistical advantage allows retailers to maintain optimal stock levels and respond promptly to customer demand. Finally, our pricing reflects the quality and value of our products, ensuring that independent retailers can offer exceptional items that parents trust and love.

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Nicoletta Minella

Sales manager EMEA at YuMe Toys

Supporting Toymaster (and all independent toy retailers) year-round is a major focus for us, even more so now that we have a UK showroom which is continually refreshed with new launches and existing product lines.

Most recently, we have supported indies with tailored discounts on several occasions, most notably at the major toy fairs and Toymaster shows, as well as offering competitive price points that are more suited to consumer spending at independents. We are focused on offering lower minimum shipment values and providing ongoing sales support and account management; we understand that for many of our independent partners, this is a priority.

Moreover, we know that the licences in our portfolio are a perfect match to the Toymaster business model; they appeal to all types of consumers, tapping into mass market IP such as Disney’s Stitch and Warner Bros.’ Harry Potter, to fandom lines including Netflix’s Stranger Things and Squid Game. We’re also in tune with IPs that are upand-coming, such as anime.

Our variety of product packaging, which varies from blind boxes to window boxes and gifting options, as well as our breadth of RRPs, ensures that YuMe Toys’ products appeal to a broad variety of consumers. We can also create value by offering marketing opportunities via our digital assets, which are delivered by our in-house creative team. We ensure that leading IPs are available to our partners throughout the year, especially during key sales periods.

Finally, YuMe is increasingly focused on working with influencers at a regional level who can deliver expanded reach and consumer PR campaigns on key product lines with mass-market appeal.

Sam Lockey

Sales director, The Puppet Company

This Easter, our local town of Hitchin, Hertfordshire, held a Bunny Hunt involving many high street indies. The event involved bunnies being placed in different shops and children having to find them to win Easter eggs. A retailer who is very heavily involved in the local community came to us for support with this seasonal event, which they were sponsoring. We supplied a variety of rabbit puppets and plush toys to be hidden in the Bunny Hunt and were very happy to support such an inclusive and fun event in the local community, even hand-delivering our rabbit selection and discussing how we could support the retailer to make the event as successful as possible (and it was a huge success). As a family business, we know firsthand how much the children enjoyed it – the littlest members of Team Puppets had a wonderful time. We have, and always will, continue to support our indie customers; they are hugely important to us and have been ever since we started. We are experiencing the same challenges as many other businesses and have been working hard to ensure we support our customers through this time. We will do everything we can to keep prices at a minimum, to continue with new product launches, ensure great customer service and short delivery lead times, provide regular updates on company news and offer fantastic sales promotions which will increase profitability for the retailer. To help mitigate continuing challenges, all our products continue to be available in singles and all orders can combine both Puppets and our Wilberry Soft Toys brands, with low minimum orders and low carriage paid as standard.

Adam Moore

Marketing Communications manager at Playmobil UK

Playmobil recognises the unique value that independent toy shops bring to the industry. These stores aren’t just retail spaces - they’re community hubs, places where children discover new worlds and parents get expert advice. That’s why we’re investing in tailored, retailer-first solutions to help independents thrive and showcase the in-store experience.

Central to this offering is our refreshed suite of in-store support tools, including point-of-sale displays and seasonal window installations that create eyecatching theatre on the high street. These materials are designed to showcase Playmobil’s characters and play sets and capture the magic of play for customers of all ages. Playmobil’s own in-house deco team is on hand to install these displays, ensuring a seamless, professional finish without putting extra pressure on busy store staff.

We’re also inviting independent retailers to take part in a calendar of consumer-focused promotions and live events. These include Play Days, interactive in-store experiences that bring products to life, and Playmobil Roadshows, which give retailers the chance to host larger-scale events and connect directly with their local communities. These activations are specifically designed to showcase the personal service and passion that independent retailers are known for, turning casual footfall into loyal customers. Our enhanced retail support package is all about celebrating what makes independent toy shops so special - and giving them the tools to stand out in a competitive market.

Ultimately, independent toy shops are at the heart of the Playmobil brand. Their knowledge, creativity and connection with local communities make them essential partners for us, and we’re here to support them. For more information or to book a deco installation or event, visit us on the Playmobil stand or contact your Territory Manger.

Golden Bear

01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk m.fox@goldenbeartoys.co.uk

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Soccer Bot continues to be a sell-out success following its launch in 2023. Off the back of the product’s ongoing impressive performance, Golden Bear is taking its sports category to the next level by rebranding its football line-up to Strikesphere. Placing the emphasis on elevating players’ games, this dynamic brand combines a passion for football with cutting-edge tech to help young sportspeople develop and master their skills, all with a slick new brand identity and bold packaging.

Fan-favourite Soccer Bot is the first to join the ranks under the new branding. This ball uses smart sensor technology to track and tackle the ball from players, making it the ultimate football training tool with which to boost core skills. Benefiting from a bank of viral content that supported its success in 2023, Soccer Bot has racked up millions of global views of social media content from creators, influencers and even toy store accounts. Visitors to the show are invited to make their very own viral video as they discover the joy of Soccer Bot at the Golden Bear stand.

Joining Soccer Bot in autumn/winter is Soccer Dash, an interactive soccer trainer that takes kids’ skills to the next level. Combining athletic ability with smart technology to boost close control football skills, players simply lay out their targets and dribble the ball as it shouts out commands. Six AI-enhanced training modes offer exciting challenges that adapt to the player’s skill level, while any space can be transformed into a training ground.

Foodibles is an irresistible scented mash up of favourite animals and mouth-watering foods at giftable, pocket money price points that will appeal to kids, kidults and adults alike. Tapping into one of the hottest trends of the year and packed with viral potential, these TikTok-able toys are supported by a strong content plan to drive sales and repeat purchase. Series 1 has six small and three large colourful fruity characters to choose from, with giftable packaging and an eye-catching FSDU to help them stand out at retail.

Finally, Twisty Petz are back. These stylish, collectible jewellery pieces tap into the viral bracelet trend and are making a comeback in autumn/winter. Each transforms with a simple twist into adorable animals kids can wear, share and collect. With 48 characters to discover and a devoted fan base already awaiting their return, Twisty Petz will be heavily supported by UGC and influencer content.

All new products will launch alongside dedicated PR support, tailored marketing plans and product placement to ensure a strong entry into the market, with a continued focus on engaging content across platforms.

Bliss Distribution

01254 662 662 | www.blissdistribution.co.uk | sales@blissdistribution.co.uk

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Bolstering its reputation as a speedy distributor of trading cards, Bliss Distribution has taken one step further into the hobby sector in 2025, bringing multiple new trading card brands on board as well as expanding its range of accessories, role-playing games and collectible toys.

With Bushiroad (Cardfight!! Vanguard), Legend Story Studios (Flesh and Blood TCG) and Elestrals TCG now added to the company’s impressive portfolio of trading card games, Bliss is now representing some of the largest companies and brands in the industry alongside YuGi-Oh! and Magic: The Gathering. Bliss is offering new releases, Organised Play support and POS solutions to help stores nurture and grow their dedicated TCG communities.

Already a distributor of Dungeons & Dragons products, Bliss has also forged new partnerships with Role-Playing Game publishers, adding Paizo (Pathfinder), Chaosium (Call of Cthulhu), Kobold Press, Rowan Rook & Decard, and Darrington Press (Critical Role) to the line-up. In 2025, Bliss will be distributing free RPG Day Kits that will help stores run their own RPG events. Containing a strong assortment of products, these kits are perfect for Toymaster stores interested in taking a step into the world of RPGs.

Visitors in the market for toys and collectibles are also catered to. Bliss distributes pop culture merchandise from a raft of popular brands including plush, anime figures and licensed wallets and bags.

Bliss prides itself on its best-in-class customer service, both online and over the phone, and also offers a low minimum order value of just £150 within the UK, or £200 outside of the UK. This, alongside the company’s wide variety of products from leading manufacturers and publishers, makes it the ultimate one-stop B2B shop for independent retailers looking for all things TCG and hobby. Bliss’ easy-to-use website, meanwhile, features real time stock levels; customers can order and place pre-orders online or speak to the knowledgeable, dedicated sales team, which is able to answer any query.

Simba Smoby Toys UK

01274 765 030

sales@simbasmoby.com

Upper Marquee

Disney Doorables are coming to the plush aisle this year. With 90m Disney Doorables figures sold since 2019, this Top 5 collectible brand will soon be available from Simba as 25cm character soft toys. Each is seriously soft, with signature Doorables styling including wide glittery eyes. There are many characters to collect, from Stitch, Angel and Dumbo through to Simba, Jasmine, Rapunzel and more.

Also on show at Simba’s Toymaster stand will be another new line in the Disney Plush portfolio: Disney Pixar Flufflets. These adorable 25cm toys are irresistibly soft and cuddly. Fans can collect Sulley and Mike from Monsters, Inc. as well as Lotso, the primary antagonist in Toy Story 3.

Simba’s Majorette brand has undergone a significant relaunch ready for autumn/winter and beyond. The all-new Majorette Collection series will sport fresh branding with a new logo, and brighter, bolder packaging that contributes to a superior unboxing experience (and that makes repacking possible). There’s a fleet of 1:64 die cast vehicles to collect in the range, each available at a competitive new price point and with a real metal body and chassis, rubber tyres and original wheel design. Wave 1 of the Collection series will include a beautiful blue 1955 Chevrolet Bel Air, a white 1965 Shelby GT350 with go faster stripes, and more.

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

Simba’s 25cm Stitch Movie Plush, also on display in Harrogate, is one of several new Stitch ranges the company is releasing in celebration of the new live action movie. To find out more, check out our dedicated Stitch supplement.

Learning Resources

01553 762 276 | www.learningresources.co.uk | salessupportuk@learningresources.com

Upper Marquee

As the hit CBeebies show Numberblocks continues to grow in popularity, Learning Resources is expanding its range of officially licensed toys. For 2025, the company is introducing the new MathLink Cubes Numberblocks 21–30 Activity Set. By popular demand, fans can now expand their collections and use the MathLink Cubes to create Numberblocks One all the way through to Thirty.

Younger fans of the series will be intrigued and engaged by the Numberblocks One to Five Sensory Bottles. They can experience the feel of the Numberblocks One to Five Wooden Blocks and the Numberblocks Wooden Building Blocks Activity Set as they explore and build early number sense through hands-on play.

Numberblocks Friends Eleven and Twelve, as well as Thirteen and Fourteen, have been added to the core figures offering, while the plush offering is bolstered with the launch of cuddly new Playful Pals and the Sing-Along Superhero Octoblock feature plush. These soft, huggable sensory toys are designed for imaginative play fun.

Highlighting the importance of sensory play for children’s development and wellbeing, visitors can learn more about Playfoam, Learning Resources’ awardwinning sensory play compound. Playfoam never dries out, ensuring the tactile fun never ends. Children can express their creativity through imaginative play with original Playfoam, Playfoam Pluffle and super-soft Playfoam Sand. At the show, indies will be able to see – and feel – the range for themselves.

Other best-sellers will also be on display, including the company’s Primary Science range of pre-school science toys. Made from durable materials in bright colours, and perfectly sized for little hands, toys such as the Primary Science Jumbo Magnifiers and Primary Science Big View Bug Jars are ideal for introducing young children to STEM learning through play. Joining these will be the GeoSafari Jr. outdoor exploration science toy range, which has been thoughtfully designed to encourage young children outside to play and learn.

03330 500 144 | info.uk@plus-plus.com www.plus-plus.com

Drawing Room

Plus-Plus’s substantial range of 100- and 240-piece tubes is available in several new colour mixes and instructed builds. Six of the most popular animal tubes – Lion, Gorilla, Manta Ray, Sea Turtle, Elephant and Dolphin – have received colour refreshes that make them even more appealing to children, instead of the traditional, lifelike tones seen in previous sets. These have been very well received by retailers.

The new 240-piece I Love You and Botanica tubes offer inspiration for sculpting hearts and flowers. There are six Plant Packs available within the Botanica range. These collectible single builds let kids create a selection of succulents and shrubs and are ideal for building a miniature garden. The Flower Shop comes complete with 600 Plus-Plus pieces and step-by-step instructions on how to build a stunning flower stall and accessories. All are available now. The Northern Lights 240-piece tube, filled with mesmerising colours and glowing pieces, rounds up the new tubes for 2025.

Best-sellers from the tube range can be found on the Plus-Plus spinner unit, which offers retailers a comprehensive mix of 210 pieces across 100-piece and 240-piece tubes, as well as 15-piece Big tubes. The assortment is carefully curated to ensure that retailers experience the best possible sell-through. The spinner also comes complete with a ‘try me’ tray containing 1,800 loose pieces, allowing potential purchasers to try their hand at creating Plus-Plus models right at the point of sale.

A new concept for the travel market, Activity Pads contain 125 pieces in a secure box and six pages of activities containing 12 2D and 3D builds. Two items can be constructed at one time. The pads are perfect for on-the-go entertainment and are expected be a hit with families travelling on holiday this summer, folding neatly away when it’s time to go. Four themes are available: Space, Ocean, Fairytale and Transport.

Plus-Plus will be adding two new play sets to the Big range this spring. The popular Farm and Food themes are always a hit with kids, helping them to develop their imaginative roleplay skills. The Farm Activity Set contains a selection of pieces kids can use to create a simplistic cow, pig, sheep and vegetables within a white picket fence, while with the Food Activity Set, they can create edible treats such as sushi and burgers. Simple stacking, sorting and matching games can also be played. Each set contains a guidebook for inspiration.

Plus-Plus is food approved and BPA-, PVC- and phthalate-free. The pieces can be washed in a dishwasher or washing machine to keep them hygienic and clean. Plus-Plus is a socially and environmentally responsible company; its Danish factory and headquarters run on 100% green energy from wind power and all its products and packaging are 100% recyclable.

Bruder

(353) 67 638 00 | info@banaghans.ie (Ireland) | info@alpha-toys.co.uk (UK)

Reading Room

Bruder’s slogan, “Just like the real thing”, is reflected across the company’s entire product range. Each model-like toy has been carefully developed to encourage role-play while simulating real-life environments and providing a valuable playtime experience.

The company’s superior grade plastic toys are all designed and manufactured in Germany. Products are primarily showcased in open display boxes which feature details of other compatible products from the range, such as vehicles, accessories and figures, helping to drive further sales among consumers. Many items in the Bruder ecosystem work together to create the perfect scene, enhancing role-play enjoyment by introducing realistic new elements to the experience.

2025 sees the launch of many new items, including exciting agricultural category introductions. Two New Holland tractors are launching: the New Holland T5.120 Tractor, a versatile all-rounder for the modern farm, and the New Holland T5.120, which comes with a front loader, a dump box and a round bale.

Aiming to cater to as many fans as possible, the Roadmax brand, with its characteristic Bruder design, has been specially developed for children from the age of two and up. Its robustness and easy handling characterise the range. True to the Roadmax "Play and Learn" motto, a variety of functions promote hand-eye coordination and help develop the fine motor skills of the youngest Bruder enthusiasts. The Roadmax range is further strengthened this year with the launch of other new items, including the Roadmax Tipper Truck. A great addition to any sandpit, Roadmax, like nearly all lines across the Bruder range, is suitable for both indoor and outdoor play.

The company’s indie retail partners are pivotal to the success of Bruder in the UK & Ireland. Bruder gives customers the option of testing many items across the range whilst providing first-class back up stock levels, ensuring sales of the most highly sought after products can be maximised yearround.

Toys2market

07826 844 824 | www.toys2market.com | sabrina@toys2market.com

Upper Marquee

As the UK distribution partner for the German wooden toy brand Small Foot, Toys2market is looking forward to presenting this beautifully crafted range to Toymaster members at this year’s show. Having worked closely with the Toymaster head office team in recent weeks on a dedicated Small Foot planogram and product demonstration vlog, a specially curated Top 30 list of sustainable wooden toys for children of all ages will be the focal point of the Toys2market stand in Harrogate.

Members are invited to see for themselves the beauty and quality of the Small Foot collection and to get an up-close look at the packaging and point of sale. Small Foot prides itself on offering pre-school toys with excellent play value. For 2025, the company has introduced a dinosaur theme comprising pull-alongs, building blocks and games, while retailers looking to grow the wooden toy category in their stores can also browse safari-inspired stacking and memory games as well as animal puzzles.

Included in the carefully selected product mix is a variety of educational toys. Three different activity motor boards encourage children to learn about switches, locks and light sequences to help test and develop their motor skills. To support literary and numeracy skill development, Small Foot’s best-selling wooden laptop with magnetic board will be on display, along with the new magnetic magic cat board and the popular wooden rolling calculator.

Role-play is a key category for Small Foot, with the home kitchen environment a strong focus. Young food lovers are catered for with several cuttable food play sets as well as an ice cream stand and a cupcake display that’s ideal for afternoon tea parties. A newly designed tool workshop, tool belt, gardening bag and apron with tools are also available.

A particularly affordable line that will appeal to independents, the wooden alphabet train locomotives connect to make customisable names and words. A popular add-on purchase with consumers looking to add a personal touch to gifts for a new baby or child, these letters come in a variety of colour schemes with a display box for stand-out merchandising. The Toys2market team will be on hand to speak to members about replenishment options and to explore the rest of the Small Foot catalogue. Visitors are encouraged to ask for details of the discounts being offered on all orders placed at the show.

Toys2market will also be bringing its Bontempi best-sellers to the show, with everything from guitars and keyboards to wind instruments and drum kits. Indies should look out for new introductions to the brand’s range of wireless speakers, including four mini versions: unicorn, dragon, lion and cow. There’s also a new pocket money line of musical keychains in a CDU. These interactive products are available at an attractive price point and will draw consumers’ attention as they sit by the tills.

Basic Fun!

01189 253 270 | www.basicfun.com | bfuk@basicfun.com

Carriage Suite

Leading Basic Fun!’s Toymaster line-up is Care Bears, which continues to go from strength to strength. Visitors to the company’s stand will get a first look at an expansive range of new product lines, including cozy, fuzzy and weighted plush formats. Several bold licensed collaborations are also set to drop, bringing fresh pop culture appeal and high collectability to this evergreen brand.

Tipped by Basic! Fun to be a playground disruptor of the season, MadBalls is back and bolder than ever. This iconic brand relaunches with a collectible line supported by a national FSDU roll-out, in-store sampling and indie window takeovers. A heavyweight marketing campaign will feature on Gen Alpha channels including YouTube, TikTok and gaming platforms, with targeted content designed to drive demand and build hype. Sampler giveaways will also seed the line directly into kids’ hands.

Tonka continues to reinforce its position as the vehicle brand kids trust to do tough stuff. Autumn/winter sees the launch of the Next Gen Mighty Dump Truck. This hero item boasts modernised styling, pneumatic mega wheels and stamped steel toughness. Tonka’s die cast offering also gets a boost with the Giga Collection of mini vehicles comes in impactful, stackable packaging, while the proven Micro Steel range returns in refreshed CDU formats.

Lite Brite is reimagined for 2025, bringing a new level of creativity and cultural relevance to the classic brand. ColorPop! editions featuring rainbows and unicorns target younger artists, while new licensed formats including Stitch, Elf on the Shelf and Stranger Things elevate the brand into gifting and collectability. With improved brightness, edge-to-edge templates and multiple light modes, Lite Brite is primed to shine at retail once again.

My Little Pony sets the stage for a year of celebration in 2026 with a full suite of new items for autumn/winter. The Totally Rad Trend Edition taps into 90s nostalgia with neon colours and crimped hair and will resonate with collectors and kidults alike. A new Stranger Things crossover brings an unexpected twist to the brand, while classic characters, 40th anniversary plush and collectible mini figures keep the line both accessible and appealing across age groups.

Retailers are invited to explore the full autumn/winter range at the show as well as discuss marketing support, promotional opportunities and how Basic Fun! plans to drive excitement at retail throughout the season.

Kidults now represent over 25% of toy sales globally. They’re buying more often and spending more per purchase. Mojo appeals to this consumer by offering high-quality detailed figurines, broad category appeal, and collectible value in a range that turns heads and moves units.

Character Options

01616 339 800 | sales@charactergroup.plc.uk

Reading Room

Magicbox

01293 222 500 | sales@magicbox-toys.co.uk

Upper Marquee

Piratix is Magicbox’s latest hit IP, delivering collectability, pirates, action play and value by the treasure trove. Following a strong launch season is an all-new series for autumn/winter 2025. Piratix Shark Treasures will sweep kids off to Shark Island in search of the legendary Shark Crystal Treasure, with 70+ new collectible pirate figures to discover.

With this range, fans can recreate their favourite Piratix cartoon episodes with figures, play sets and vehicles packed with screen-to-shelf appeal. The Piratix Kraken Ship is a key line for Christmas, bringing kids a new legend to discover; Piratix treasure was washed up on a sunken pirate ship where an octopus lived, turning it into a kraken that now controls the ship. On the kraken’s ship, kids can use the treasure to aim and fire the cannon and open the prison to free trapped Piratix. Waking the kraken will cause it to appear at the back of the ship, throwing all the treasure inside its mouth into the air. There’s even a functioning catapult. Kids can also collect mystery packs, Sea Speeders, Captain Packs and more in the Piratix range.

Superthings fans can look forward to getting their hands on all-new Kazoom Power Superthings. Inspired by the new animation, which dropped on ITVX in March, the Superthings Kazoom Power toy line will comprise Superthings figures, vehicles and feature toys, all wrapped up in the epic Kazoom Power branding. This new range lands on-shelf in late July and will allow all fans to both reenact the on-screen action and create imaginative play scenarios of their own.

Character is making a substantial investment into animated content for Goo Jit Zu. With 44 minutes of content launching between June and December 2025, the new core theme - Heroes of Goo Jit Zu Meteor Madness - will be brought to life in whole new way. Kids can watch as Thrash, Blazagon and Pantaro reunite and, with the help of new allies, form the Gootron Supreme to save the world from new villains Cacticus, Sludgewing and Meteorax. The enhanced content schedule marks a stepping stone for the brand, with additional extensive investment in media promoting the brand to a whole new world of Goo Jit Zu fans.

The product range will consist of a new line-up of enhanced Goo Jit Zu figures and accessories as well as a Goo Slinger Catapult and the Meteor Madness Gootron Supreme, both of which are featured in the content. Programmed with more than 35 fun phrases, this all-new winged hero features a rotating triple head so kids can switch between heroes, as well as a triple goo body that's stretchy, squishy and crunchy.

Launching this summer, Character’s Stuntman Stu range will comprise collectible, breakable stunt vehicles ideal for undertaking impressive stunts and epic fails. Developed in collaboration with Playmates Toys, Stuntman Stu will be brought to life through animation, humour and high-tech wizardry. The Stuntman Stu Race Ace Stunt Car has multiple, ejectable plastic parts including a fully poseable Stu figure. It also has a cantilever ejection seat for Stu. Once the seat is reset, and Stu is not strapped in, all the other parts can be clipped or placed onto the rolling chassis. The wind-up gyroscopic Nitro Boost Stunt Bike, meanwhile, comes with a figure and brick wall for crashing action.

With the 4K remastered episodes of Mighty Morphin Power Rangers (MMPR) confirmed on Netflix from early July, Character has been named the UK & Ireland’s exclusive distributor for the Playmates toy line. Arriving from August, the auto-morphin’ action Ranger and Alien figures are at the heart of the toy collection. Kids can conceal the identities of the highschoolers by pressing a lever to bring up their masks, then flip the lever again to reveal their true selves. The transforming Dinozord line-up can be enjoyed as transforming standalone toys, while collecting all five means they can be combined to create the ultimate iconic Megazord.

Sticki Rolls welcomes new licensed drops, including SKUs inspired by Disney’s Stitch and YouTube stars Anna & Erin. Fresh for autumn/winter is Series 2, which introduces 1,200 new stickers to collect. Included in the range are a Series 2 Sticki Band, with bracelet and 70 stickers; a Series 2 Sticki Book and Sticki Station; and a new Sticki Pendant pack. Not to be missed is the Sticki Rolls Sticki Rolluxe. This cylindrical carry case offers the ultimate way to organise and showcase a Sticki Rolls collection and comes with 500 Kawaii-themed Sticki Rolls, three Jumbo stickies and jewellery accessories.

MushMeez is a highly tactile new range of squishies with a uniquely soft, slightly sticky texture. They are available in a choice of sweet treats and fast-food themes, including Hot Dog, Burger, Cinnamon Bun, Doughnut and more.

New IP Stuffs taps into a thirst for all things cute in the cosmetics aisle. Each lip balm-shaped pack comes with a mystery plushie; inside the plushie’s handy little pocket is a deliciously scented lip balm. There’s even a lip balm holder, which kids can attach to a phone or notepad.

Reydon Sports

01159 386 444 | www.reydonsports.com sales@reydonsports.com

Lower Marquee

Reydon Sports is looking forward to returning to the Toymaster Show in Harrogate this May, with the company’s Sales & Marketing team present to help grow business opportunities with all members.

Alongside industry-leading brands such as Nerf and Franklin Sport, Reydon also offers a substantial Team Merchandise collection of from a mixture of Premier League and international football teams. Comprising footballs, luggage, accessories, gifts and more, this extensive range is perfect for the year-round sales indie retailers need. Clubs and countries include Manchester United, Arsenal, Liverpool, Manchester City, Chelsea and Tottenham, as well as England, Ireland, Wales and Scotland. All products within the Team Merchandise range are officially licensed goods via individual sports teams and are ideal gifts for football fans seeking merchandise that shows their love of the game.

A sub-brand of the Team Merchandise collection, BRXLZ is a collection of officially licensed build-it-yourself models. The BRXLZ collection includes stadiums, coaches and footballs based on a number of leading teams. This range was selected for the 2024 Toymaster catalogue and it’s tipped be a winning offering again this year.

With a long-term business strategy that will see Reydon Sports continue to develop a range of sporting goods with a toy-like spin, the company is proud to be supplying the independent toy retail sector. Readers that are not already buying from Reydon and would like to know more are encouraged to contact the team on the details above or visit the company’s new location in the Lower Marquee.

Connetix

07718 091 489 Glenn (Global head of Sales) 07803 877 158 Steve (Sales manager Europe & UK) www.connetixtiles.com wholesale@connetixtiles.com

Regency Suite

Connetix is set to captivate independent toy retailers at Toymaster 2025 with its award-winning range of high-quality magnetic tiles, bringing its category-first innovations and best-selling lines to the show for the very first time.

As a globally recognised leader in STEAM and MESH (Mental, Emotional, and Social Health) play, the Australian brand provides open-ended educational toys designed to spark creativity, foster problem-solving skills and encourage hands-on learning. With an array of stunning colour palettes - including vibrant rainbow hues, earthy pastel tones and crystal-clear tiles - Connetix allows children to construct everything from rockets and bridges to castles and beyond. Designed to grow with children as their imagination and abilities evolve, the open-ended play possibilities appeal across multiple age groups, interests and skill levels.

Connetix tiles stand out thanks to their signature bevel design, ensuring superior strength and durability while also creating dazzling light refractions that enhance every build. Boasting an ever-expanding and compatible range, Connetix continues to provide new ways to amplify play experiences across its leading social media channels, achieving a high level of customer engagement and brand loyalty with an audience of over 801k.

Best-sellers on display at Toymaster will include the Connetix 92-Piece Rainbow Ball Run Pack, a dynamic construction toy that takes STEAM learning and ball run play to new heights. With this set’s exclusively designed clear fluted tubes, as well as its fast-paced spinning and unique racing elements, children can design intricate ball runs and watch the wooden balls twist and zoom through their creations, again-and-again. 2024’s best-seller, the Connetix 102-Piece Rainbow Creative Pack offers limitless creative potential, making it ideal for family play, sibling bonding and educational fun.

The Connetix Roads Range is a modern twist on magnetic tile play. Featuring sleek black tiles with no markings and an exciting selection of new pieces, this range invites kids to embrace the magic of storytelling and redefines the world of open-ended construction. The range includes the 48-Piece Roads Creative Pack and the 16-Piece Roads Ramps & Intersections Pack. The Connetix 50-Piece Pastel Transport Pack has been designed for budding engineers and transport fans. This pack fuels the imagination with endless ways to create vehicle-inspired builds for hours of fun and adventure on-the-go.

Rounding out the assortment, the Connetix 18-Piece Rainbow Rectangle Pack is a gamechanger for large-scale construction, featuring three different rectangular tile sizes that add extra stability, structure and creative flexibility to every build. This is a customer favourite for repeat purchases.

Kandy Toys

Company Profile Marginal gains

KandyToys has made a name for itself within the indie retail sector thanks to its raft of toy brands spanning every category you can name, all of which offer superb margins without cutting back on quality. Here, Freddie Martin, managing director of Kandy Toys, and retailer Terry Alford, managing director of Thomas Moore Toymaster, explain the importance of margins in the current economic climate and why Kandy Toys is so invested in supporting the indie sector.

KKandyToys and Thomas Moore Toymaster are practically neighbours, both based in Exeter; for Terry, taking part in this interview was a simple case of stopping by the Kandy head office on his way home for the day. Having stocked the company’s product range since 2019, the retailer and supplier have formed a strong friendship. On the call, they banter back and forth about Freddie’s seaside exploits the prior weekend (spending £20 on a 2p machine at the arcade, only to win one of his own toys) and which of them is most photogenic and should therefore be in the pictures that accompany this article (it looks like they both won that argument…)

“I now spend ten times as much on KandyToys product as I did when we first started out with it,” explains Terry, who’s talking to me from the supplier’s cavernous showroom. “As with any new supplier we were slightly cautious to start with, but the range has expanded exponentially, and the sales speak for themselves. Back when Toymaster halted its FOB programme I found myself looking for something to fill the void, and Kandy was a name that kept coming up among other group members. One of those was Gliddons in Sidmouth, just up the road, which prompted me to take a look. The rest, as they say, is history.”

Toy World can attest to what Terry says here: KandyToys

does indeed get a regular mention by indie toy specialists, including our very own columnist Toy Barnhaus, and last month was also highlighted by Steve Kerrison of Kerrison Toys and Jack Chippendale of The Toy Shop. While the company’s customer service is often praised, it’s the margins it offers that get tongues wagging; Terry realises 50-55% on KandyToys products, the highest of any supplier on his books, which tend to average 30-35% margins.

“It’s all about getting the product mix right,” Terry adds, noting that while he can sell £100 Lego sets ‘all day long’, he’s able to achieve much higher margins on KandyToys product, at much lower prices, while still offering something for everyone. “I’ve seen consumer spending on lines from all my Top 10 suppliers decline over the years – with the exception of Lego, my biggest supplier, which is very much bucking the trend - as the credit crunch has hit and expendable income has been squeezed, but most people are happy to come in and spend £5-10 without thinking too much about it. At the same time, less well recognised suppliers are seeing their sales increase.”

Freddie says that while KandyToys is happy to suggest RRPs for its products, this decision is ultimately down to individual retailers and can be highly variable, based, for example, on their location. While some choose to assign RRPs at the higher end of the spectrum, others have the flexibility to be a little leaner and keener owing to the

strong margins on offer. He adds: “You’ve got suppliers out there that insist on their retail partners holding fast to RRPs, all the while increasing cost prices - and then they wonder where the indies have gone. It’s no good; we all need to support this sector.”

As Freddie talks, Terry is nodding along emphatically. This is clearly a topic close to his heart. Describing pricing wars as ‘cutthroat’ when it comes to bigger brands and licensed product, he notes that consumers will happily vote with their feet and shop elsewhere if they feel there’s a saving to be made. In turn, this forces retailers to become increasingly more competitive on pricing – if not outright aggressive– which eats into margin and ultimately poses difficult questions about the viability of some ranges.

At Thomas Moore Toymaster, the year-round topperforming category is Pocket Money: anything £5 or less (and therefore able to be purchased without parental approval), squidgy, squishy or slimy, cute or collectible. Kandy Toys’ pull-back vehicles are also a hit, coming in at between £4.99-6.99. Terry sells hundreds of such toys a day, all week long, and at weekends sees that section of the store fill to the brim with excited kids.

For the past few years, KandyToys has designed all its artwork, from its logos to its characters, in-house, under the watchful eye of its incredibly talented lead designer, John. This investment into the aesthetic enhancement

of its ranges has seen the company’s dolls, science kits and larger vehicles become year-round favourites, when previously they may have been more seasonal lines. The quality of the packaging, in Terry’s view, commands the same attention from consumers as that of branded product and looks undeniably impressive when you’ve got a range as substantial as he has. “It looks good on shelf, especially when sitting alongside a toy with double the price tag,” he tells me.

“Our focus on art and design is increasing all the time,” Freddie explains. “We have six full time employees in that department, and I envisage that within the next 12-24 months that will expand even further.”

It’s worth noting that Kandy Toys product, according to Fredde, is often made the same way, and in the same factory, as branded versions retailing at a substantially higher RRP (much like supermarket own-brand versus branded baked beans). The difference is in the presentation. KandyToys is therefore placing a much bigger emphasis on brand building by creating packaging and artwork that tells a story, and fleshing out brands with a raft of different sizes, features and price points. Within the Lullaby Baby doll range, for example, you can find core dolls, dolls that wet themselves or cry, dolls with dinnertime accessories, pushchairs, bathtime sets and so on - and all at a third of the price of big brand names.

“When you consider what this country is facing economically, and the hardships facing individual consumers, you realise people just can't afford a lot of the toys from big players anymore,” notes Freddie. “Look, I won’t say Lullaby Baby is better quality than some of the leading doll brands, but it’s still great quality and available at 25% of the RRP. If that’s all a parent can afford, that’s what they’ll buy. Retailers have to provide options and alternatives for all pockets if they want to make a sale, otherwise you risk that shopper with the smaller budget heading out of the door empty handed.”

Freddie has been working at KandyToys for two decades and still works with a number of customers whom he traded with at the beginning of his career. As evidenced by his comfortable, jovial interactions with Terry, this is a man who likes to create more than just partnerships; his goal is to forge relationships. While National accounts are a big part of the business, he says the near-constant turnover of buyers can make this tricky at best, impossible at worst. When your clients matter to you as much as they do to Freddie, this is obviously frustrating.

Freddie is also a firm believer in not overcharging. In a previous interview, he told me: “Now is not the time for greed. If we’re greedy today, we lose out tomorrow.” Six months later, he’s sticking by those words.

“Our products have to be accessible for all, not the few,” he argues. “Early in the year we faced some challenges related to currency and exchange rates, and as a result of that we could technically have put some of our prices up by 10% - but we haven’t. We’ve absorbed it. That affects our bottom line but we’re all in this together, suppliers and retailers alike, and we can’t just go whacking prices up simply because we have the ability to do so. If the containers arrive on time and the sun keeps shining, the majority of us of will get through this rough patch, and those of us that do will be looking at rosier times ahead, I’m sure.”

As an independent retailer, one of Terry’s biggest bugbears is getting partway through the year and putting in a repeat order, only to find the prices have gone up. (At this, it’s Freddie’s turn to nod emphatically.)

Reading all this, you’d be forgiven for thinking that if a retailer were to approach Freddie with an offer to fill half of their toy store with KandyToys product, he’d be delighted. But you’d be wrong. Apparently, Freddie would talk them out of such an idea. “You need the big brands to pull consumers in; if branded products usually fill around 7075% of a toy store, then ours can fill the remaining 30-25% - yet be just as profitable. Eagle eyed Toy World readers will spot that that’s not what I told you in October 2024, when I said 80% versus 20%, but since then things have changed dramatically. Some brands just aren’t willing to hold their prices to help indies, so I’m not surprised this sector is turning to us more and more.”

Speaking of brands, KandyToys recently announced that it has entered into a licensing agreement with Mattel that will see it introduce a range of Fisher-Price products across the UK. The collaboration, which Freddie says he is both proud of and excited by, will introduce a diverse selection of beloved toys and baby essentials to the market, from engaging play tents and innovative safety products to stimulating sensory toys and vibrant ball pits. In line with the rich heritage of Fisher Price, all KandyToys’ new licensed products are designed to spark joy and enrich the playtime experience for families nationwide.

Looking ahead to the rest of 2025, Terry is optimistic despite the challenges facing the indie sector. Exeter now has both a Smyths and an Entertainer, increasing the competition his store is up against, so Terry’s focus is on offering a tangible point of difference when it comes to product and an unrivalled in-store experience. “When I hear a child tell their mum or dad that Thomas Moore is their favourite shop, I know I’ve won that battle,” he says.

I ask Terry for his closing thoughts on KandyToys. The compliments came thick and fast: old school values - in a good way - a pleasure to deal with, easy to get in touch with, nothing is too much trouble. “You’d think Freddie is paying me,” he laughs, before Freddie chimes in with “I am!” (He’s not been paid, rest assured.)

KandyToys is actively looking to grow its account base, while still maintaining the first-class customer service it’s known for, so anyone reading this who wants to get in touch is encouraged to do so. The company will also be one of many suppliers heading to Harrogate in a few weeks for the annual Toymaster May Show. If you would like to chat with the team and view the full range, including the new Fisher Price licensed collection, head to the Upper Marquee on any of the three days.

From L-R, Terry Alford & Freddie Martin

Rubies

0845 307 0707 | www.rubiesuk.com

Upper Marquee (Smiffys)

Paper Projects

www.paperprojects.co.uk

Reading Room

Paper Projects will be showcasing its captivating sticker ranges at the Toymaster Show in Harrogate. Bursting with fun, creativity and all kids’ favourite characters, this standout collection features iconic kids’ brands, trending themes, beloved classics and Paper Projects’ own unique designs. From Peppa Pig and Paw Patrol to Paddington, Gabby’s Dollhouse, The Gruffalo, Peter Rabbit and much more, the range offers something for children of all ages and is designed to suit every occasion, whether it's a birthday bash, a rainy afternoon or a reward for good behaviour.

Party Packs are perfect for celebrations, while Dress-Up Stickers spark imaginative play. Sticker Scenes offer hours of fun and Reward Charts make tasks more enjoyable for the whole family. Perfect for the most ardent sticker fans, Mega Packs feature around 150 stickers and are ideal for scrapbooking, crafting or collecting, providing endless creativity. Seasonal collections bring joy to holidays and special moments, with eye-catching designs for Easter, Halloween and Christmas, the latter of which includes Sparkle Stickers, Letter to Santa Packs and Christmas Gift Labels.

To help retailers maximise sales and create engaging displays, Paper Projects offer a range of effective display solutions designed to showcase a vast range of sticker products. The company’s spinners are equipped with 67 hooks and can display just over 800 units including Party Packs, Sticker Scenes, Character Foil, Kidscraft, Sparkle Stickers, Dress-Up, and Assortment Packs. Whether customers are searching for popular character brands or timeless generic sticker designs, these spinners create an eye-catching, organised display that encourages browsing and boosts impulse purchases. With such a diverse product range readily available, retailers can confidently offer something to suit every child’s interest while keeping their displays fresh and engaging.

Rubies is a leading provider of dress-up and toyetic products, offering an impressive selection of themed costumes and much more for various occasions throughout the year.

The company has introduced two new additions to its licensed Bluey dress-up line: Bluey and Bingo plush onesie costumes. Designed for comfort and fun, the Bluey and Bingo jumpsuits feature vibrant colours and playful details that capture the essence of the lovable characters, including a detachable tail and headpiece. Rubies’ Bluey and Bingo costumes are a must-have for fans and are just the start of this new collection, with more new product dropping later in the year.

Rubies is also introducing its new range of toyetic box sets. These are perfect for everyday dress-up adventures, Halloween and gifting opportunities, particularly around the festive season. Each box set includes costume elements and accessories and is available in a variety of characters including Captain America, Spider-Man, Batman and Barbie. The Batman dress-up box set also includes an inflatable grappling gun.

With the relaunch of the entire DC franchise kicking off with James Gunn’s summer blockbuster, Superman, Rubies is planning massive marketing activations at every level, from a PR stunt in collaboration with Warner Bros. to custom POS for its independent customers and retailers. A bustling festival and Pride season will further uplift sales and engagement. Rubies’ Super Summer campaign will offer retailers marketing support so they can get the most out of the key beats and major product releases that are coming down the pipe. All activity will be bolstered by the line-up of upcoming theatrical releases and series for 2025. In addition to the new Superman film, Jurassic World: Rebirth and the live-action adaptation of How to Train Your Dragon play a huge role in Rubies’ Super Summer plans.

Rubies has developed curated in-store display units including FSDUs perfect for Halloween, Christmas and every other day of the year. These point of sale solutions not only cater to the seasonal demands but also feature brand-specific collections such as Spider-Man and Harry Potter, making them ideal for retailers of all sizes. The Halloween-themed FSDUs are designed to captivate customers with a diverse range of spooky, fun costumes. From classic characters to trending pop-culture icons, Rubies offers an array of options to suit every preference. The company’s Christmas-themed FSDUs, meanwhile, offer a magical array of costumes to get into the festive spirit, from Santa Claus suits to reindeer antlers.

In addition to these seasonal offerings, Rubies’ FSDUs also feature brand-specific themes that cater to fans of popular franchises. The Spider-Man FSDU showcases a collection of costumes and toys inspired by everyone's favourite web-slinger, whilst the Harry Potter FSDU brings the magic of the Wizarding World to life with a variety of costumes and accessories inspired by the beloved film series.

On top of all of this, Rubies can also customise the product offering in any point of sale solution or FSDU to cater to any retailer’s needs.

Just Play

www.justplayproducts.com | uksales@justplayproducts.com

Drawing Room

Visitors to Just Play’s stand can enjoy a first look at Tara Toy’s extensive licensed arts, crafts and activities range, which includes jewellery making sets, sticker kits, vinyl painting kits and more. The line-up features Moana 2 Wooden Bangles and Necklace Activity Sets alongside the Disney Stitch 5-in-1 Creativity Tub and the Disney Stitch My Own Creativity Set, which comes full of stickers, stampers and other items. Jewellery making fans can also find kits inspired by Disney Tim Burton’s The Nightmare Before Christmas, Disney Princess and Disney Frozen, while the Barbie Be A Real Fashion Designer kits let kids create fashion looks.

The company is expanding into the games category with a host of fun board, mat and travel games launching in partnership with popular licensors, including Hasbro. Visitors to the stand can have a go at the Simon Jump Game Mat. The iconic 80s Simon memory game has been given an active play update; players jump and dance to match light and sound patterns on the interactive floor mat.

Just Play UK will also showcase its latest collectibles, including Tiny Nightmares. This new range puts a dark twist on collectibles, with an array of figures depicting iconic horror movie characters from both classic and modern films including Michael Myers, M3gan and Chucky. Each blind box contains a highly detailed 3” figurines featuring ‘Terrif-eyes’ which hold detailed reflections of their victim.

FurReal Handfuls brings the brand to life in kids’ palms. This affordable autumn/winter line is packed with functionality; each pet has over 100 sounds and reactions to discover. Shivers the Penguin shakes until kids warm him up in their hands, Nibbles the Red Panda is always hungry, and Chirps the Cockatoo is in need of fuss and attention. Two new interactive pals join the core FurReal flock this autumn/winter, with Coco the Tumbling Panda a hero line in the range. Coco has 40+ sounds and reactions and gets so excited she rolls around (when not eating bamboo). Maggie the Feed & Follow Cow, meanwhile, walks to follow her bottle and makes realistic animal sounds.

Knotz is a fun, trend-led DIY collectible that lets crafters make one of 12 uniquely styled plushie toys from bendable faux fur stems and accessories. This launch brings together the tactile satisfaction of DIY in an easy-to-do, mess-free format that results in cute, quirky characters with plenty of personality.

Remember When is the latest Disney Doorables theme. Each camera-themed capsule contains four glittery-eyed figures in one of two sizes. There are 20 character pairs to collect: the larger figures depict classic characters, whilst the smaller figures give a glimpse into the character’s past. Just Play will be showcasing a sneak peek of the new theme for autumn/winter on its stand.

Disney Duckalooz are cute, stylised ducks based on characters from Disney and Pixar stories. There are also Warner Bros. DC Duckalooz inspired by DC Superheroes stories. Visitors can also enjoy some nostalgia with Original Slinky. The classic metal toy, which ‘walks’ downstairs alone or in pairs, turns 80 this year and retains its title as one of the most popular pocket money toys on the market.

One For Fun

01416 132 525 | www.oneforfun.com | sales@oneforfun.com

Carriage Suite

One for Fun continues to bring the latest trends to market. Brandnew for Toymaster are the company’s 3D printed dragons. These mesmerising mythical creatures have surged in popularity due to their tactile articulated design, which creates the ideal fidget toy, and have taken over TikTok with over 50m posts to date. One For Fun’s version comes packed in a PET box, with the dragon perched on top of the egg to create an eye-catching display. The dragons are available in three colours: purple, green and orange.

One for Fun has its sights set firmly on the winner’s podium this year with its range of exclusive Bburago F1 products. Covering all 10 teams and focusing on the winning drivers, this die cast vehicle line-up is aimed at serious collectors yet still offers something at price points to suit everyone. F1 is tipped to be a major consumer and media focus in 2025 and there is plenty of exciting die cast product around, but only Bburago’s cars are approved by the individual F1 teams, guaranteeing the accuracy that serious collectors and fans demand.

HGL is introducing Micro Fidgetz series 2 this year. An award-winning concept combining the mystery of blind bags with the collectability tiny toys, Micro Fidgetz can actually be played with and aren’t just static items. Series 2 brings 25 additional Micro Fidgetz to the range.

Concert bracelets were a huge success in 2024, moving ‘swiftly’ off retailers’ shelves, and the range has continued to grow. HGL has now introduced Pick n Pop Bracelets, which tick every box for creative, sensory fun. The silicone pads are packed with brightly coloured beads in a variety of designs, from hearts to happy bees. Charms and crystal string allow kids to make and gift their very own bracelets by popping the beads out of the silicone and threading them to create their design. The beads make an immensely satisfying ‘pop’ when they are picked, adding a desirable element of ASMR to the mix.

All of One for Fun’s collectibles are the focus of a targeted social media campaign, which has been chalking up views throughout spring.

Stretchy, squishy, emoji, shiny, sparkly, cute and foody are the core themes for 2025’s Scrunchems range from Tobar. On show will be the Fidget Hot Dog and Fidget Burger alongside a raft of sensory items including the best-selling ASMR ball.

touch & play

Bandai UK

0208 324 6160 | sales@bandai.co.uk

Carriage Suite

Tamagotchi has evolved into an ecosystem of play. With exciting Q3 announcements planned, joining the iconic Gen 1, Gen 2 and Gen 3 Originals, Tamagotchi Connection and licensed Nano lines, the range offers a diverse and dynamic portfolio to drive consumer excitement. Expanding into miniature collectibles, the new Tamagotchi Collectibles line offers a non-device way to engage with favourite characters. The first release, Poop, features a fun collection of six 4cm figures inspired by the iconic nurture-play function. Each comes with a stand, sticker and a case that doubles as a display or a home for an Original Tamagotchi.

Littlest Pet Shop continues to show strong momentum. Bandai is showcasing its third series since the iconic brand relaunched last year, featuring a collection of surprise blind boxes, pet pairs, trio packs and play sets. New for spring is a line-up of collectible plush including Surprise Plush Pets and Cuddle Plush Pets. Series 4 will also be on display, with a line-up of new, never-before-seen pet characters.

Bandai UK expands its core anime portfolio by introducing Animakii. Combining ‘anime’, ‘make’, and ‘kawaii’, this characterled, collectible range of fully customisable inspired dolls offers a new way to play within the dolls category whilst tapping into global pop culture appeal. The range launches with four themed dolls sets, each with switch and swap faces, hairstyles and outfits. With 32 possible combinations per set, collectors can create thousands of combinations across the collection. Bandai’s hobby division includes a host of model kits across various licences, scales, gradings and concepts. A core range will be on display, including Gunpla, featuring some of the most popular kits based on the Gundam franchise, alongside anime favourite Dragon Ball and Kirby model kits.

Bandai UK is reintroducing 2018’s No. 1 Feature Plush with a new line-up of Pomises. The original wearable pom-pom pet is back with a collection of three styles, each with 50 different sounds and reactions and several interactive touchpoints. Each plushie Pomsie glows with personality: their eyes turn different colours to express their moods, they purr when petted, sing when happy and include two modes of play – nurture and freeze dance. Their signature tails can wrap around a wrist or favourite bag.

Delivering a competitive lineup to re-establish and support bracelet looming as a key Arts & Crafts play-pattern, Bandai’s Rainbow Loom portfolio includes value-driven kits within its Original, Beadmoji and Loomi Pals ranges. Rainbow Loom is launching the Auto Loom for spring, which comes complete with patented technology to bring a refreshed technique to creating loom band bracelets.

Already proving a hit in Japan, Bandai UK’s Hyper Yo-Yo Accel is the long-awaited high-speed trick Yo-Yo. The Accel system allows the user to create high-speed rotation for holding the spin without throwing the Yo-Yo. Perfect for beginners looking to perform cool tricks, there are three styles to collect: Dragonic Red, Gaming Black and Cosmo Purple.

Casdon

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

Upper Marquee

A pioneer in the role-play space, Casdon will be bringing its finest role-play creations to this year’s Toymaster show. While still staying true to its core values and the brand ethos, ‘live playfully’, 2025 is a year of growth and innovation for Casdon, with some exciting new licences breaking into new territories outside of the traditional pre-school role-play space. Adding to Casdon's existing portfolio of instantly recognisable and well-loved global brands, Build-a-Bear introduces six SKUs including a miniature Stuffing Station, allowing children to enjoy the experience of building their very own bears from the comfort of their own home. The Build-a-Bear Stuffing Station will be supported by additional SKUs such as a Shop & Checkout Set, Furtastic Bear & Outfit packs and a Pawfect Adventure Bear Carrier. 2025 sees the introduction of iconic brand Heinz. A collection of six SKUs brings a playful twist to these foodthemed role-play toys, featuring an American Diner Set as well as a beloved classic: an All Day Breakfast Set. The sets features clever elements that will help children aged two years and above to learn through play, including flip-n-dip sauce pots as well as the iconic bottle of Heinz Tomato Ketchup complete with surprise ‘squirty’ sauce. In true Casdon style, the Casdon Heinz range has been designed to bring a touch of authenticity to any child's play kitchen by introducing the basics of meal preparation and imaginative play.

Blokees

07585 400 586 | sales@theleftfieldgroup.com | www.blokees.com

Lower Marquee (Left-Field Toys)

Blokees’ global mission is to “Pass on the Fun of Building”. The company firmly believes in the power of building to inspire unlimited creativity through powerful licences and brands such as Hasbro, Disney, Pokémon, Transformers, Hello Kitty, Minions and Naruto, with a major emphasis on collectability.

Sub-brand Blokees Figures specialises in the creation of highly detailed, licensed, fully articulated and construction-led snap-fix action figure model kits. There are different sizes suitable for all age groups, at RRPs ranging from £2.99 to £39.99. Affordable pricing and great value for money mean Blokees Figures satisfy both the kidult and pocket money collector markets.

The Blokees Transformers figures range offers five different collectible versions: Defender Version at 5.5cm; Galaxy Version at 10cm; Shining Version at 10cm with a light feature; Classic Class at 13cm with light up eyes and chest; and Action Edition at 18cm, comprising a magnetic light-up feature and around 200 pieces to construct. Each version benefits from waves of regular introductions to keep the collectability high and newness on shelf, delivering strong retail sales.

Blokees new pre-Cool segment of simpler figures, with larger parts for smaller hands, launches this year. The first pre-Cool products, aimed at kids aged three and over, reflect the company’s belief that building is for everyone.

The Sesame Street range is pure nostalgic indulgence, introducing iconic characters Elmo, Cookie Monster, Big Bird and Abby. The first wave of Sesame Street Blokees hit shelves in April with more to come throughout the year. The Minions Jelly Factory series launches in May with Bob, Kevin, Otto and Stuart. Each character comes with their own display base, accessories and walls for multi-directional building, creating the company’s first layered construction design.

New anime licences Naruto and Ultraman will launch soon, with more licences to be announced as Blokees continues to build out big brands and strong sales.

Smiffys

0800 590 599 | www.smiffystrade.com

With decades of expertise in the industry, Smiffys continues to provide retailers with high-quality, trend-driven dress-up solutions that help boost seasonal and year-round sales. With Halloween falling on a Friday this year, Smiffys is expecting a surge in demand for costumes and accessories as families prepare for a full weekend of spooky celebrations. The 2025 collection includes a fresh assortment of Halloween favourites, from classic horror characters to fun and family-friendly designs, ensuring retailers have something for every age group.

A highlight this year is the launch of a budget-friendly children’s range designed to keep costs low while maintaining Smiffys’ signature quality. Featuring toddler tabards, unisex ponchos and kids’ costumes in classic Halloween styles such as pumpkins, ghosts and witches, this collection is an affordable, stress-free option for families looking to take part in the seasonal fun. Lightweight and easy to wear, these costumes are perfect for independent toy shops looking to provide quick and accessible dress-up solutions.

Recognising the importance of impulse purchases in seasonal sales, Smiffys is also focusing on a wide selection of Halloween accessories, from decor and face paints to masks, capes, and novelty items. These products will be available as part of an FSDU package, offering an easy entry point into the Halloween season for Toymaster members.

Beyond Halloween, Smiffys continues to invest in strong licensed ranges that offer year-round sales potential. Toy retailers will be able to explore a growing selection of popular character costumes ideal for occasions like Book Day, Christmas gifting, parties, and everyday role-play fun.

One of the most anticipated launches for 2025 is the Dr. Seuss collection, featuring The Cat in the Hat and The Grinch. These playful, printed all-in-ones and matching accessories have been carefully designed to be comfortable, stylish and easy to wear. The Unicorn Academy range, a hit on Netflix and in the toy category, will also make its Toymaster debut. Featuring detailed metallic fabrics and magical prints, this collection brings characters such as Wildstar the unicorn and rider Sophia to life.

Toy retailers can also expect to see returning best-sellers including the ever popular Where’s Wally costumes for boys and girls, as well as beloved Julia Donaldson characters The Gruffalo, Zog, and Stickman. World Book Day is one of the biggest seasonal sales periods for costume retailers, and Smiffys has carefully curated its selection to help Toymaster members capitalise on post-Christmas demand.

Smiffys understands the unique challenges faced by independent toy retailers and is committed to providing solutions that drive footfall and increase basket spend. The company’s seasonal POS kits are designed to help stores create impactful, engaging displays that attract customers and boost sell-through rates.

As a dedicated supporter of the independent toy retail sector, Smiffys will be offering discounts for Toymaster members and independent retailers, with show-only promotions at the May Show. Retailers can visit Smiffys in the Upper Marquee to explore the range, place pre-orders and take advantage of special offers designed to maximise seasonal sales potential.

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

sales@brainstormltd.co.uk

Billiard Room

Freak Marbles is a unique spin on the popular traditional game and will be distributed exclusively in the UK and ROI by Brainstorm, on behalf of World Alive. Freak Marbles feature characterised 360º decoration, trading points for engaging gameplay and skins that convert them into figurines, making the brand the ultimate marble experience. Currently second only to Pokémon as a collectible in the Spanish market, the highlyanticipated initial range of 24 Freak Marbles will include core characters, rares and super-rare Freaks. Available in a blind bag single format or in a mesh bag featuring three Freak Marbles, children can find sought after glow-in-the-dark, glitter jelly, silver and colour-changing Freak Marbles as well as the super-rare Golden Golem. The range will be supported by PR and influencer campaigns from launch and throughout the summer.

Halftoys is an eye-catching addition to Brainstorm’s pre-school educational toy offering. The open-ended play range sparks curiosity in kids and provides a multi-sensory experience. Based on four nature themes, the initial collection features dinosaurs as well as forest, savannah and ocean creatures. Each Halftoy has a tactile, soft-hued skin with child-safe magnets seamlessly embedded into each half; kids can open and close their Halftoy easily to reveal the skeleton within. As well as being highly collectible, kids love to fidget and role-play with their Halftoys and can display them too. As well as single Halftoy figures, there are Diorama Sets, Halftoys World Sets and picture books that come with a Halftoy animal to enhance the storytelling.

Eugy, the craft collectible craze, continues to be a huge success for independent retailers. Brainstorm offers ongoing support to Toymaster members this year in the form of marketing materials to facilitate in-store Eugy events and bespoke POS designed for maximum product impact. New models to collect, create and keep in this eco-friendly range include Kingfisher, Beaver, Capybara, Pachycephalo and Manatee. Made from environmentally friendly biodegradable card, children follow a simple number sequence to assemble their 3D Eugy figure with non-toxic glue.

Hachette Boardgames UK

07424 900 264 | www.hachetteboardgames.co.uk jlloyd@hachetteboardgames.co.uk

Upper Marquee

One of the highlights of Hachette’s stand at the show is Turtle Splash, a charming dexterity and memory game perfect for younger players. Children flick their turtle down a waterslide, aiming to make the biggest splash and reveal animal tokens to match their goal cards. Designed for ages 5+, Turtle Splash supports 1-4 players. Two new cooperative search-and-solve mystery games join the catalogue. Spy Guy: Fantasy is a new game from Trefl. The game sees players seek out items cooperatively on a sprawling illustrated map before a timer runs out, moving their piece with every item they find in order to grab treasure before a dragon gets there first. MicroMacro Kids brings the beloved MicroMacro line to a new audience. Featuring a range of family-friendly cases and mysteries to solve, players must explore a map with an unfolding adventure. The cases start out relatively easy but progress into head scratching puzzles with fun narrative twists and turns.

Stomp The Plank is a hilarious push-your-luck game in which players place weights on opponents' planks, hoping to send pirate elephants plunging into the sea. Full of dramatic moments and raucous laughter, Stomp The Plank is suitable for 2-4 players aged five and over.

Yogi remains a must-have party game with universal appeal. Players draw cards instructing them to perform increasingly ridiculous physical challenges, such as keeping a card on their forehead or touching their elbow to their nose, all while continuing to play. Quick to learn and impossible to play without smiling, Yogi is perfect for parties and game nights, and supports three players aged eight and over. Ideal for players aged four and over, Hachette is also showcasing Gigantosaurus, based on the hit animated series. In this exciting adventure game, players race to explore and complete missions while avoiding the looming threat of Gigantosaurus. With stunning artwork and accessible gameplay, Gigantosaurus is a fantastic addition to any family game shelf.

Adding even more depth to its family-friendly range, Hachette is introducing a selection of games from Paris-based publisher Kiwizou, which specialises in high-quality games for young children that remain engaging for all ages. Collaborating with top designers and illustrators, Kiwizou crafts visually striking and innovative titles. The games include Forest First, Potion Express, Baladino, and Mission Savane.

Several major licensed titles are also hitting tabletops. One Piece fans can look forward to a puzzle adventure game and a party game, while Squid Game brings its high-stakes challenges to a thrilling tabletop experience. Quoridor Pac-Man reinvents the best-selling abstract strategy game with a nostalgic twist. Finally, Gwent from The Witcher 3 has been one of the biggest announcements of the year, with major marketing and tournament support planned.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Upper Marquee

One of Vivid Goliath’s major highlights this year is the 60th anniversary of Spirograph. This classic toy has been inspiring artists with its mesmerising designs for generations, and the brand continues to evolve. Autumn/winter sees the first ever Electronic Spirograph Machine join the range, which currently spans everything from sub-£5 pick-up purchases to giftable options for artists of all ages.

Fab Lab followers can take their creative skills to the next level with the Colour Spin Bracelet Maker. Each bracelet takes seconds to make, with no threading needed, and follows the aspirational Heishi style trend. Off the back of the Taylor Swift friendship bracelet phenomenon, a sell-out success with over 2.6m units sold in the US, Loopdedoo lets older kids create stunning, shareable bracelets with the patented Loopdedoo spinning loom.

PlayMonster games continue to provide families with fun to play, fun to watch and fun to share moments, from the juggernaut 5 Second Rule brand through to Pigs on Trampolines and the classic 5 Crowns card game.

Goliath Games recently announced a new partnership with The Sims that will see it create the first-ever board game based on one of the most beloved and best-selling video game franchises of all time. Slated for release in autumn 2025, The Sims board game will capture the spirit of creativity, self-expression and gameplay that has made the game a global pop culture phenomenon.

TV gameshow The Traitors is set to benefit from a celebrity special and Series 4 is on the way. Vivid’s officially licensed boardgames means everyone will get a chance to uncover a Traitor at their very own round table at home this Christmas. Joining the family classics Sequence and Triominos, meanwhile, comes the timeless classic Mastermind. With more than 55m units sold, this popular game is back, challenging players to decode a secret combination in a fast, simple battle of codemaker vs. codebreaker that boasts over 2,000 unique possibilities.

Sensory sensation Jelly Blox became a sellout success in autumn/winter 2024. The soft, squishy blocks are designed to help develop fine motor skills while offering hours of tactile play. The highly giftable range will now feature Farm Friends including sheep filled with fuzzy balls as well as a stylised Tractor Set with a farmer.

Anyone with Toymaster May Show set up day FOMO can visit Vivid and build their very own Suite Spaces dollhouse. The first fully customisable and modular dollhouse range, Suite Spaces delivers on-trend, aspirational design, allowing kids to create dollhouse rooms of their dreams as they unleash their inner interior designer.

Clickeez is a gamer-focused collectible that combines the enduring fidget trend with the rising popularity of keycap collections, offering a uniquely engaging and tactile play experience. The range covers entry through to giftable price points along with themes and rare Clickeez to drive collectability.

Arriving in July, Colourwhirls offers ripping, spinning, colouring fun. Kids can put a Crayola Marker into their Colourwhirl, pull the rip cord and see a spinning sensation take shape as the pen creates mesmerising patterns. Alternatively, they can duel their friends in the Colourwhirl arena to see who will last the longest.

Posh Paws

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

Upper Marquee

Posh Paws will be showcasing its new Kawaii Kuties plush collections, which focus on trending animals, designs and play-patterns. The adorable new ranges include Mini Plush Surprise Capsules, a vibrant assortment of Snaxolotl’s holding licensed Swizzels Squashies and savoury snacks, penguins and cats in a variety of cute costumes, adorable potted house plants, and 2-in-1 plush Kawaii Foodiez surprise noodle pots. Kids can mix & match the Kawaii plush animal inside with the different plush noodle pots, adding collectability and a multi-play function to these toys. To support this trending brand, Posh Paws has invested in eye-catching Kawaii Kuties plush FSDUs, so customers can create stand-out product displays in-store to drive awareness and increase sales.

Ahead of the release of Wicked: For Good on 21st November, and with retail demand incredibly strong for Wicked products, Posh Paws will be releasing Elphaba Thropp and Glinda the Good plush dolls in 10” sizes. The live action How To Train Your Dragon movie will be in cinemas from 13th June, and Posh Paws’ range of new movie plush includes an assortment of Toothless 7” Expressions, a 10” Toothless, and an 18” lying Toothless that fans can snuggle up with.

Jurassic World Rebirth arrives on 2nd July. Posh Paws will be unleashing new plush based on the dinosaurs that feature in the movie in 10” sizes as well as its popular Plush Dino Eggs styles. The current range of Jurassic World plush toys continues to perform strongly at retail, with the 10” Raptor and 7” plush assortment being best-sellers.

The Gabby’s Dollhouse Movie will be in cinemas this September. Posh Paws offers a selection of the show’s leading characters in 7” and 10” sizes, while the new plush dollhouse play set comes with two mini squishy cats and is perfect for children to take with them wherever they go.

Other licensed plush toys to look out for at the show include Wednesday dolls (Season 2 is expected to arrive on Netflix in autumn/winter), Harry Potter plush in gift boxes, Batwheels, new Bullseye plush and gifts, and a large selection of anime and manga plush from One Piece, Chainsaw Man, Doraemon and more. With capybaras still trending across social media and growing in popularity within consumer products, Posh Paws has produced an adorable range of cuddly plush toys and bag clips which is already proving to be one of its best-selling new ranges for this year. Posh Paws will be running exclusive Toymaster Show deals for visitors to take advantage of and encourages retailers to view its latest products in person.

FindusintheCarriageSuite!

Ravensburger

01869 363 830 | www.ravensburger.com

Upper Marquee

Ravensburger will present a raft of new and best-selling games, toys and puzzles with year-round appeal at this year’s Toymaster May Show.

The company’s annual special edition Christmas puzzle is now in its 29th year and the series’ fans will be keen to see what artist Roy Trower has dreamt up for 2025. Santa’s Steam Train Grotto will not disappoint with its delightful depiction of a classic festive activity.

Children’s puzzles will be in the spotlight as the team showcases the ultimate assortment from the Ravensburger portfolio. Joining the popular 4-in-a-Box line-up is a Dora the Explorer edition celebrating the CGI animated series that premiered last year, while the company also extends its Disney Stitch offering with a further 35-piece puzzle, a 4-in-a-Box edition and three new 49-piece puzzles.

Ravensburger’s 3D Puzzle Ball collection welcomes several additions this year. Arriving in the second half of 2025, visitors should look out for the new Hello Kitty 72-piece Puzzle Ball as well as the Disney Angel with Ears 72-piece Puzzle Ball, which joins the company’s best-selling Stitch with Ears 3D puzzle. Spring introductions include expansions to the ever-popular collectible Pokémon 54-piece Puzzle Ball range and the Disney Stitch 54-piece range.

Ravensburger offers tabletop games for all ages. The Disney Villainous franchise, which has sold over 3m games worldwide, presents Unstoppable. This title welcomes younger players into the Disney Villainous world with a format designed for players aged seven years and up. The best-selling Horrified games series recently announced a Horrified Dungeons & Dragons edition, ideal to inspire Halloween games nights with its included D20 die.

Mini Memory is a stalwart of the games cupboard. Its pocket-friendly price point and simple gameplay make it a consistent family go-to. New licensed editions for this year include Spidey and his Amazing Friends and Hello Kitty.

New from Ravensburger’s ThinkFun brand, Crash Cats adds an exciting new dimension to logic gameplay. With spring-loaded action, players tilt the playboard to try to leave just one cat remaining. Suitable for players aged eight and over, there are 40 challenges to try which increase in difficulty.

Kayes of Cardiff

029 2036 3678 | www.kayes.co.uk | orders@kayes.co.uk

Drawing Room and Harrogate Suite

Kayes of Cardiff is proud to be attending the Toymaster May show 2025 alongside Orchard Toys and James Galt, on the ground floor in the Drawing Room, and alongside Mattel in the Harrogate Suite on the first floor. Supporting the Toymaster May Show is a key element of the Kayes trading calendar. This year, as the company celebrates its 40th anniversary, the whole sales team, plus members of the office support team, will be joining Kayes on the stand to meet and greet customers both new and old.

The company will also be laying on a raft of offers from the various brands it represents, full details of which can be found on the Toymaster website. Among numerous other items, Kayes will be featuring exclusive items from Infantino, Sohni Wicke and Bladez Toys, while it will also be highlighting the full suite of new launches from Orchard Toys. The already-popular Peter Rabbit range will be joined by the new Bluey items that launched recently, with a very attractive show deal bolstering the line-up even further.

Kayes welcomed James Galt to its portfolio last year. The brand has blended in very well with the company’s existing ranges and added an extra dimension ideal for the independent retailer looking to cater to all their needs under one roof. Readers are encouraged to stop by the Kayes stand to check out the range.

Kayes will also be showcasing lines from existing partners including Bruder, Britains, Ravensburger, Brio, Falcon, Jumbo, Halilit, Lamaze, Tomy, Winning Moves, Schleich, Basic Fun!, John Adams and Casdon, across characters and brands such as Thomas the Tank Engine, Peppa Pig, Sooty, Hey Duggee, Disney Princess, The Gruffalo, Harry Potter and Paw Patrol.

Kayes is currently providing its services to a significant number of independent retailers throughout the United Kingdom through its network of company representatives and agents. Back at the company’s Cardiff HQ, where Kayes’ sales team is based, retailers can find large showrooms and a hospitable atmosphere that welcomes customers from all over the country. The company’s recently launched Pocket Money Catalogue covers the vast selection of unbranded merchandise Kayes offers alongside its numerous branded ranges from leading suppliers.

Kayes’ retail customers in the independent sector include toy shops, garden centres, visitor attractions, chemists and book shops. The company gives retailers from all categories the opportunity to access a plethora of major brands in small quantities and at competitive prices. In addition, Kayes has unrivalled experience of supplying Christmas grottos of all sizes, across a variety of parameters, making it a go-to choice for new and returning customers.

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

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Click is gearing up for a successful Toymaster Show, where interactive play, digital collectibles and entertainment-inspired toys will take centre stage. With powerhouse partnerships and new product reveals from leading toy manufacturers to discover on Click’s stand, this year’s event is set to impress attendees.

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

Players of the popular Roblox game Blox Fruits can bring their adventures to the real world with a dynamic line-up of Series 2 mini figures, collectible plush and bundle items. Each SKU comes with unique accessories and a collectible DLC code that unlocks exclusive in-game content.

New cuddly yet creepy characters are on the way from Rainbow Friends. This new range includes soft plush figures, interactive play sets and mystery blind boxes, and will appeal to fans of the spine-chilling (yet charming) Roblox experience.

The highly anticipated Netflix movie Electric State has been creating a buzz since its release and Click will unveil a stunning master toy range including mini figures and plush, all inspired by the film's futuristic aesthetic and gripping storyline.

Panini's newest line-up of stickers and trading cards features iconic franchises from sports, entertainment and pop culture, promising to be a hit with both new collectors and seasoned enthusiasts.

Cheatwell

02392 524 098 | www.cheatwell.com | sales@cheatwell.com

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The extensive Cobble Hill range of jigsaw puzzles has been a formidable addition to the Cheatwell portfolio. These high-quality jigsaws feature eye-catching images, blue-board puzzle pieces and sturdy boxes with linen print finishes. The range consists of over 180 styles covering every interest, while roll-away mats, sorting trays, glues and other puzzle paraphernalia are also available. New images are launched throughout the year, keeping the range fresh and consumers coming back for more. Eight new images have been added to the popular World’s Smallest Jigsaws range. Each puzzle comprises 1,000 pieces but is just A3 in size, making them highly challenging and hugely collectible. This is an ideal gifting line for puzzle enthusiasts.

In the family-friendly game Inter-Galactic Plumber, the galaxy has become gridlocked with hazardous asteroid fields. Players are tasked with de-clogging the space lanes. As they jaunt from rock to rock using their plungers to remove asteroids, they gain points along the way. Other best-selling family games include the award-winning Baffled memory game; Die Laughing, the fatally funny tongue twister game; and Top It, the family party game that’s stacks of fun. Cheatwell also offers themed versions of the classic game Snakes & Ladders, with Dino, Farm and Christmas editions now available.

A wide range of £10 card games is available, including Karate Grannies, Skullduggerywinner of the People’s Choice Award at last year’s UK Games Expo - and Loot, the game of high seas rivalry. Created by Reiner Knizia, Loot has sold over half a million units in Europe. This, That & Everything is a fast-paced, easy to learn, crowd-pleasing party game. In this rapid-fire game, players race to describe a wide variety of famous people, things and places for their teammates to guess in less than 30 seconds.

Cheatwell’s top tune-guessing game, Spot The Intro, will be joined by two new editions this year: Spot The Intro 80s and Spot The Intro 90s. Making use of players’ preferred music streaming providers, Spot The Intro challenges participants to name tip-of the-tongue tunes from just a snippet of a song.

Cheatwell offers a wide range of quiz and trivia games covering many popular categories. New for 2025 are Horror, Movie and Christmas Trivia editions. Complementing Top Trivia Ultimate, which brings players 5,000 trivia questions on a wealth of general knowledge topics, the new Decades Edition will cover the fads, fashion and facts from the 1960s to the 2010s. Pub Quiz Local Editions, standalone pint-sized quiz challenges, have been a top line since launching last year. Red Lion, The Crown, White Hart and Kings Arms editions are joined by The Ship and The Star for 2025.

Each title in Cheatwell’s IQ Buster Card Collection is a great mental workout. Available in solids or as a display of 24 units, each pack contains a brain-baffling set of cool conundrums, from logic puzzles to number crunchers.

All the products mentioned above retail for less than £20 RRP.

Orchard Toys

01953 859 539 | www.orchardtoys.com sales@orchardtoys.com

Independent sales enquiries: orders@kayes.co.uk

Independent sales enquiries Ireland: info@banaghans.ie

Drawing Room

Orchard Toys, in partnership with Moose Games, has secured its second character licence and will be showcasing three new Bluey games to independent retailers at the Toymaster May Show, where visitors are also encouraged not to miss Orchard’s brand-new Baby and Toddler range.

The Bluey games are inspired by some of the most popular episodes of the animated TV series. The Bluey games invite players on three exciting adventures with Bluey and her family, and combine the educational value and fun gameplay of Orchard Toys with the joy of Bluey content. Bluey Grannies Game is based on the hilarious ‘Grannies’ episode, while Bluey Shopping List Game is Orchard Toys’ best-selling game with a fun Bluey twist. Bluey Fancy Restaurant Game lets players join Bluey and Bingo as they help Dad prepare a romantic dinner for Mum and Dad’s date night. All are perfect for ages three years and up.

The Baby and Toddler range is already enjoying a great response from the market. The collection of four products brings all the quality and value of an Orchard Toys product to a fun, playful and engaging range for kids from just nine months. In soft pastel colours, it delivers shelf stand-out and differentiation from Orchard Toys core ranges.

Under the Sea is a wooden set which introduces kids aged one and over to the nesting puzzles experience. Match and Feel for toddlers features chunky 2-piece textured jungle animal puzzles, providing a multi-sensory experience to support children’s early development. See and Sound giant flashcards introduce farm animals and the sounds they make, and comes with an activity guide and additional activities to support parents. Woodland Puzzle is a charming chunky wooden puzzle designed for toddlers. The wooden pieces can be used independently for storytelling and imaginative role-play.

In addition to its main stand in the Drawing Room, Orchard will also be represented at the show by distribution partners Kayes of Cardiff, in the Drawing Room, and Banaghans (Ireland) in the Reading Room.

University Games and Lagoon

0207 254 0100 | www.university-games.co.uk

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University Games and Lagoon are bringing best-selling favourites and new additions to this year’s Toymaster May Show. Just arrived is an engaging new series of educational puzzles from The Learning Journey. The new Sort and Learn Magnetic Puzzle Mazes help kids learn their colours with Under the Sea, numbers with On the Farm and shapes with Diggers. Supporting a new, trending play pattern, the colourful Magnetic Tray Puzzles use a magnetic pen to help children guide the pieces to their correct locations, while the tactile new Lift and Learn Puzzles series invites kids to explore Space, the Arctic, Colours and Shapes, the Farm, Letters and Inside My Body. These new puzzles, made from recycled paper and soy-based inks, join the best-selling Learning Journey Match It! and jigsaw puzzle ranges, which cater for kids from early pre-school age to 12 years old.

New to Lagoon is the innovative National Geographic How Things Work range. This build and play range of STEAM science toys includes a Periscope, Monocular, Hydraulic Lift, Blast Off Rocket and Parachute Launcher. All sets come complete with an instruction booklet outlining fun facts about the build. Designed with creative play in mind, these beautifully styled 3D puzzles use card and other materials to promote both fun and education.

What’s Up, Charades for Kids, Don’t Say It, Yes! No!, and new arrival Easy Cheesy will head up the children’s games and puzzles range on display at Toymaster, alongside University Games’ ever-popular licensed character ranges: Roald Dahl, Dog Man, Where’s Wally, Horrible Histories, The World of David Walliams, Tom Gates and Paddington. New additions to the Roald Dahl range include Matilda: The Extraordinary Challenges Board Game, the Swashboggling Story Telling Dice Game, and a Roald Dahl Find It Fast game.

University Games’ licensed pre-school portfolio is also packed with licensed characters, including The Tiger Who Came to Tea, Dinosaur Roar and The Very Hungry Caterpillar. The latter range features the colourful Rainbow Picnic board game and Double Sided Rainbow Floor Puzzle alongside the best-selling Let’s Feed the Very Hungry Caterpillar Board Game, 4-in-1 Puzzle Set, Memory Card Game and ABC Game in a Tin.

Family games to choose from include firm favourites Perudo, Pointless, Blurt, Prometheus, Who’s in the Bag, Subbuteo, and - new for this year –board games based on TV classics Bullseye and Buying Time. The classic Bullseye TV show will return to screens this autumn and the new awardwinning Bullseye Board Game, available from this month, will ensure players at home can also enjoy a ‘super, smashing, great’ time. The game features a dartboard with magnetic darts and hundreds of challenging questions that follow the categories in the TV show. A complementary addition to the core board game, the new Bullseye Mini Dice Game means families can take this fun favourite with them wherever they go.

Mojo Fun

01422 413 674 | www.mojofun.co.uk | sales@mojofun.co.uk

Epoch Making Toys

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At this year’s Toymaster May Show, Mojo Fun will shine a spotlight on its exclusive British Garden Birds and Koi Carp ranges, which have been specifically tailored for the burgeoning kidult and collectibles market. Both will also feature in the Toymaster Christmas catalogue 2025, marking a major milestone for the company.

The British Garden Birds collection is a captivating array of meticulously crafted figurines representing the vibrant avian life found in the UK's gardens. These collectibles are not merely toys; they are miniature works of art, each designed with an eye for detail and an appreciation for natural beauty. The series includes beloved species such as the Robin, Blue Tit and Goldfinch, each captured in lifelike poses that bring a touch of the wild to any setting.

The birds will be featured in the company’s new Enthusiast Collection packaging, which will be exclusively revealed at the Toymaster show. Each bird sits on its own display base, with the name of the bird prominently displayed. With a retail price of between £10.99 and £12.99, Mojo expects British Garden Birds to be both popular and highly collectible.

Complementing British Garden Birds is the exquisite Koi Carp range. These figurines pay homage to the elegance and grace of koi, a symbol of prosperity and perseverance in many cultures. The Koi Carp collectibles are beautifully crafted, showcasing the intricate patterns and vibrant colours that make these fish so admired. With a sub-£10 RRP, they are perfect for enthusiasts who appreciate the blend of art and nature.

The growing Kidult demographic is increasingly drawn to collectibles that evoke a sense of nostalgia while offering a sophisticated aesthetic. Mojo’s British Garden Birds and Koi Carp ranges are designed to meet this demand, providing high-quality, visually appealing items that resonate with both young and mature collectors. The British Garden Birds and Koi Carp collections will be showcased alongside the many other iconic figures Mojo features in its range. With generous margins, high order fulfilment rates and a 48-hour order turnaround, Mojo Fun continues to expand and gain new customers and fans.

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

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Launching for autumn/winter, the Sylvanian Families Skytop Fairy Castle will be the hero set within the new Flower Fairy area of the popular Amusement Park range. A glistening fairy utopia, kids can play amongst the clouds and use the vines to move between the many interactive rides, which include a fairy gondola, a sparkling waterfall, twirling flower boats and a fairy spring. The set comes with two fairy baby figures, including the tiny flower fairy; complete with iridescent wings, she is even smaller than the cradled babies. The set can be easily connected to others within the collection to create land, sea and sky areas of the park.

A great starter set for fans new to the brand, the Sylvanian Families Hilltop Terrace Gift Set will be available at the show as an exclusive offer. This set contains a house with a beautiful exterior and red roof, along with a spacious balcony and furniture to make the house a home. There is even a playroom for the babies. Milk Rabbit Girl and Baby figures in special outfits are included too.

The award-winning Sylvanian Families Baby Collectible blind bags will benefit from a new theme which will be available from July. The series will feature eight baby characters including a secret one to drive repeat purchases.

Part of its core Aquabeads line for 2025, Epoch’s Beginners Craft Studio provides an ideal introduction to craft beading. It comes with 900 beads in 25 vibrant colours, an Aquabeads pen, a sprayer and template sheets. Everything is housed in a handy, portable carry case for easy storage and transportation. Design pegs allow completed creations to be attached to the case for a personalised finish.

With Jurassic World Rebirth hitting cinemas in July and the third season of the popular Netflix series, Jurassic World Chaos Theory, recently released, Epoch Games’ Jurassic World range provides a great opportunity to capitalise on the surrounding buzz. The Jurassic World Shaky Volcano is a core item in the range. Players spin the wheel and place the corresponding dinosaur figure on the volcano, but if they aren’t balanced properly, the volcano will erupt. Suitable for players aged four and over, the game comes with a selection of wellknown, detailed dinosaur figures which can be interchanged between the various games to drive collectability.

Jazwares

020 3598 5119 | www.jazwares.com

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In 2025, Jazwares will launch over 500 new Squishmallows including fresh Squads and major licensed lines based on Pokémon, Harry Potter, Hello Kitty, Stitch, Marvel, Stranger Things and more. Micromallows, the 2.5” micro plush line from Original Squishmallows, returns for 2025 with new formats, multipacks and an Advent Calendar, following the sell-out success of the 2024 launch.

BLDR is Jazwares’ groundbreaking new construction toy brand, launching in July 2025. Designed for kids and collectors, the line offers a connected modular system featuring buildable figures, sets and accessories from hit properties including Squishmallows and Adopt Me. Later in the season, anime fans can look forward to fully articulated 9” buildable figures and construction sets based on Chainsaw Man and Jujutsu Kaisen, developed in partnership with Crunchyroll.

Showcasing a strong line-up of entertainment and gaming brands, Jazwares teams up with Netflix to introduce an all-new product collection for Stranger Things fans of all ages. Marking the first global master licensing agreement for Netflix and the iconic Stranger Things franchise, Jazwares will launch a product line inspired by the show’s beloved characters as well as themes from the highly anticipated Stranger Things 5 season and its animated series spinoff (currently in the works).

Joining forces with Paramount, Jazwares has created a top-of-the-line toy range for Nickelodeon’s Avatar: The Last Airbender. Featuring collector-focused action figures and plush, all toys are inspired by the iconic animated series. First collections launch in autumn/winter, with more to come in 2026 following the launch of the upcoming animated film.

Jazwares’ new Five Nights at Freddy’s line will launch in autumn/winter, expanding the fictional through must-have toy products across figures, play sets, plush and pet toys from the gaming and film franchise. Adopt Me, one of Roblox’s most played titles, brings beloved pets, eggs and play sets to shelves along with digital code integration (one free with every item). Royale High, one of the biggest fashion-based Roblox properties, transforms virtual fashion into real-world play with customisable dolls, accessories and a new Mermaid theme for autumn/winter.

In the pre-school space, Spidey and His Amazing Friends, Disney’s No. 1 pre-school property, returns with plush, vehicles and the Hero Toy award winner, Amazing Flip Spidey, which performs a full 360° flip. CoComelon also remains a top performer, bringing JJ and friends to life through true-to-content play across plush, figures and role-play toys.

Winning Moves

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This year, Winning Moves is expanding its Top Trumps range by welcoming some highly anticipated new licences to the portfolio. These will join hundreds of existing Top Trumps titles based on topic such as Sports Cars, Wonders of the World and Awesome Animals, and on the world’s biggest licences, from Disney and Harry Potter to Star Wars.

Ideal for those who love travelling, Backpackers’ Bucketlist Top Trumps provides inspiration for globetrotters looking to explore the world’s most impressive destinations. An ideal activity for the plane, train or car, Backpackers’ Bucketlist Top Trumps is the perfect portable game for every kind of holiday.

Winning Moves is immersing itself in pop culture, with K-Pop Top Trumps and Kawaii Kuddlies Top Trumps both set to launch over the coming months. K-Pop Top Trumps will allow fans to see their favourite Korean Pop artists come to life, exploring the vibrant and influential genre that has taken the global music scene by storm. Kawaii Kuddlies Top Trumps embraces the Japanese Kawaii aesthetic, with 30 playable cards featuring cute and charming characters infused with childlike innocence and simplicity.

Moving to the big screen, one of the most iconic Disney titles of all time is now lending itself to the iconic Top Trumps gameplay format. Fan favourite festive protagonist Jack Skellington leads The Nightmare Before Christmas Top Trumps, along with many other iconic characters from Tim Burton’s hit movie. Although the festive season might seem far away, retailers can already prepare for Christmas cheer with the launch of Christmas Top Trumps. This long-awaited title will provide plenty of family-friendly during this special time of the year.

Winning Moves is about to release its newest contribution to the Star Wars saga with the entertaining Droids Top Trumps, and Wicked Top Trumps arrives in time for Wicked: For Good to grace the big screen later this year. Having soared into cinemas in 2024, the popular musical

Smart Toys and Games

01903 885 669 | www.smartgames.eu | uk@smart.be

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Selling in their tens of thousands, the SmartGames IQ range is one of Smart Toys and Games’ most popular brands. This spring saw the eagerly awaited arrival of IQ Noodles and IQ Bubbles. In IQ Bubbles, players aged seven and over must place the beautiful transparent bubble pieces onto the gameboard in the correct spot, while IQ Noodles promises a fun, fidgety experience. This summer will see the launch of IQ Deluxe, a new collection of IQ Games designed for adults. With four new puzzle games to collect and complete, each includes a luxurious hardback challenge book with 120 captivating challenges that will intrigue even the most demanding puzzler. Presented inside a sleek black gift box, this new collection is a perfect addition to any coffee table.

Smart Toys and Games also looks forward to showcasing Apple Puzzler. Suitable for players aged eight plus, this fun new 3D game challenges players to fit all the worms inside the apple, which has been sliced three times, by stacking the different layers on top of each other. Puzzlers must find the correct position for the worms and arrange the slices correctly to close the apple and complete each of the 80 challenges.

The team is looking forward to showcasing Counting Sheep, a new one player puzzle game of ‘shear’ brilliance. Counting Sheep was selected as one of Toy Fair’s prestigious Hero Toy award winners for 2025. Tipped to become a best-seller, this compact puzzle game is well-rounded, sheepishly fun and sure to baa-ffle minds.

New to the popular Genius Battle series, Genius Gems challenges players to race their opponent and be the first to fill the gameboard with the colourful double-sided jewel puzzle pieces. The game offers five levels of play, with each level becoming more challenging. Players aged eight and over can begin with the starter level, which can be enjoyed repeatedly, or race through all five.

New from SmartMax’s best-selling My First range is Animals of the World and Flowers and Senses. Animals of the World introduces a Gorilla, Wolf, Camel, and Dolphin to this popular collection. Kids aged 1-5 will love these easy to build animals. The soft parts simply click together on the magnetic bars, making them ideal for little hands. My First Flowers and Senses, meanwhile, lets toddlers aged 1-3 shake, rattle and build four flowers.

Also on show will be the 2025 range from Wow Toys. Established 29 years ago, Wow Toys is renowned for its strong, safe, battery-free toys for toddlers. Each toy from the range is compatible with all the others, is made from high quality materials and built to last, so families can confidently pass them down from one generation to the next.

Custom jigsaw puzzle manufacturer, All Jigsaw Puzzles, will also be sharing the possibilities of puzzling with visitors of the Toymaster show. In just seven easy steps, retailers can create their own custom-made jigsaw puzzle, made in Devon. Drop-ship opportunities are also available.

A special show offer is available to everyone visiting the Smart Toys and Games stand, so readers are encouraged to stop by.

A.B.Gee

01773 570 444 | www.abgee.co.uk

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At this year’s Toymaster show, A.B.Gee will highlight its latest distribution partnership with Red Toolbox. Red Toolbox is all about providing big adventures for little hands. Since 2007, the company has been turning grown-up tools and gadgets into kid-powered creative toys that spark imagination and build confidence. Red Toolbox initially launched the Stanley Jr. line, born from a dream partnership with Stanley Black & Decker, and the range has grown significantly since. From build-it-yourself kits and gardening tools to take-apart trucks and pretend

Visitors can also expect to see new characters from the Tubbz range of cosplay ducks, which bring even more favourite brands to life. With ducks representing entertainment genres such as horror, adventure, sci-fi and more, the Tubbz universe

New product from Zuru will be on show across all its ranges. A big bet for 2025, the Mini Brands Fill the Fridge Playset lets kids restock their mini fridge in style. Inspired by the viral fridge restocking trend, this play set includes a mini fridge, exclusive minis, magnets and more, making it the ultimate kitchen setup for miniature collectors and fans. The

A.B.Gee will also be highlighting exclusive ranges from World’s Smallest, Fubbles no spill bubbles, Kidicraft jigsaws, and collectible figures from Bullyland. New launches from Tooky Toy include the beautifully designed Wooden Toy Coffee Machine. Featuring 25 pastel-coloured pieces, this charming play set lets little baristas serve up delicious imaginary drinks. With a realistic coffee machine, cups, spoons and coffee pods, kids can create their own café experience while developing fine motor skills and creativity and enjoying role-play fun. The matching microwave, toaster and mixer make delightful additions to any play kitchen.

Retailers are encouraged to take advantage of A.B.Gee’s limited-time special offers and receive a free FSDU with qualifying orders. Perfect for maximising in-store visibility, these eye-catching displays help drive sales and are available for the World’s Smallest, Tooky, Kidicraft and Palm Pals ranges.

Rainbow Designs

01329 233 700 | www.rainbowdesigns.co.uk

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The Adventures of Paddington toy range continues to be a firm favourite amongst both pre-schoolers and retailers. This best-selling assortment includes the award-winning Paddington Tea Set, the Paddington Talking Soft Toy, 4-in-1 Dress Me Paddington and Bessie the Campervan Play Set. Joining the range later this year will be Paddington’s Football Fun and Paddington’s Splashy Stroll mini play sets. Following the blockbuster success of Paddington in Peru, Rainbow’s Paddington Movie range is continuing to go from strength to strength. Lines in the range includes a Paddington Soft Toy, a super soft Giant Paddington and a Paddington Talking Soft Toy featuring five different phrases from the film.

Arriving this autumn is the newly reimagined Bing range from Rainbow Designs. Using new materials and incorporating engaging developmental features, Rainbow’s new Bing range has been designed to appeal to a slightly younger audience and focuses on Bing and his friends Flop and Sula in both plush and play set formats. The range will also feature a new Bing plush and a Giant Bing Soft Toy. Arriving this summer is the fun and vibrant Mr Men Little Miss range. For over 50 years, this British-born character brand has been loved by families across the generations. Rainbow’s new range will include a range of large cuddly cushions, collectible plush toys and plush keychains starring the iconic characters Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong. Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox will also be represented in the launch line-up.

The Peter Rabbit TV range from Rainbow Designs remains a popular choice amongst youngsters. Inspired by the award-winning TV series, which follows the adventurous Peter Rabbit as he embarks on thrilling escapades with his friends Benjamin Bunny and Lily Bobtail, Rainbow's character collection features the fun and cuddly Talking Peter Rabbit and Lily Bobtail toys. These play phrases such as 'Let's hop to it!' and 'All rabbits need a little help from their friends'.

Rainbow Designs’ other best-selling collections include Disney’s Winnie the Pooh, Lion King, Dumbo, Harry Potter/The Wizarding World, The Very Hungry Caterpillar, Elmer, Guess How Much I Love You, and The Snowman and the Snowdog. YuMe Toys

www.yumetoys.com | emeasales@yumetoys.com

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YuMe Toys is set to make its Toymaster debut in 2025, unveiling an exciting line-up of summer and autumn releases. This marks the company’s biggest product launch yet, reinforcing its dedication to innovation and quality. With a strong focus on collectibles and fandom, YuMe continues to engage both longtime collectors and new fans.

The company’s strategy of dealing directly with retailers is driving strong UK sales, and with fresh releases throughout the year and a year-round open showroom, Toymaster members have exciting opportunities awaiting them in 2025.

Buyers will get an exclusive first look at the Stranger Things Upside Down Capsules Series 3 before the highly anticipated final season airs on Netflix later this year. Other top collectibles from Stranger Things Series 1 & 2 - including DZNR premium plush, mini DZNR clip-on plush, Squish Hero, Pocket Hero keychains, and Bobble Hero - will also be available from early Q3 as anticipation builds.

Since its 2024 launch, Hero Box has become a standout collectible, featuring global icons from the world’s top entertainment franchises. Spring 2025 additions will include Spider-Man, Deadpool, Harry Potter, The Nightmare Before Christmas, Horror, Princess, and Lots-o. These collectible figurine boxes capture the essence of each character in a fun, must-have format that’s attracting fans worldwide. With the new Stitch live-action movie hitting UK cinemas this month, demand for the beloved Disney franchise is set to soar. Following the success of YuMe’s 2024 best-selling Stitch Fun Series, two new themed collections – Art Gallery Series and Fun Series 2 – will launch from late spring. These will be available in YuMe’s signature formats, including Zoom Hero, Pocket Hero and the popular Hero Box, offered in both window and blind box styles. These new collections will be ideal for Stitch fans of all ages.

Commotion

01732 225821 | www.commotion.co.uk info@commotion.co.uk

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As the Toymaster Show approaches, independent toy retailers have a prime opportunity to enhance their offerings with Commotion's in-house brand, Tickit. Renowned for its high-quality educational toys, Tickit is dedicated to inspiring, engaging and educating children through thoughtfully designed products. For over four decades, Commotion has built a reputation as a trusted partner for resellers, emphasising strong relationships and exceptional service.

The Tickit range encompasses an extensive selection of educational toys designed to stimulate curiosity and learning. Products like the Easy Hold Glitter & Colour Panels, or the jars of pretty Translucent Colour counters, encourage children to explore light and colour, encouraging visual and cognitive development. Sensory play can be explored through Sensory Blocks or Sensory Reflective Mystery Balls, providing tactile and visual experiences that enhance sensory development and motor skills. Small world play character sets like the Wooden Animal Friends or Enchanted Figures promote creativity and imaginative play opportunities, and problem-solving or logic-themed activities can be explored with the Rainbow Wooden Nuts & Bolts or Shape Stacker.

In response to growing environmental concerns, Tickit’s new retail packaging showcases products through beautiful lifestyle photography of children engaged in play, eliminating the need for plastic windows and minimising waste. This design not only reduces environmental impact but also effectively communicates the product's unique selling points to customers. For retailers with limited display space, there are simple, high-quality POS solutions available featuring the Tickit’s distinctive branding, enabling smaller stores to present products attractively and informatively, enhancing the shopping experience.

Each product is designed with an emphasis on quality and educational value, ensuring that children benefit from enriching play experiences. Tickit toys are designed with the highest standards of product safety and environmental responsibility in mind. All products comply with latest worldwide regulations for toy safety, including EN71 and ASTM F963, and include the European CE and Great Britain UKCA marks, ensuring they are safe for children. Tickit materials are sourced from sustainably managed forests and use non-toxic, water-based paints. The company is also FSC-certified, reflecting its commitment to responsible forestry practices.

Slime Party UK

www.puttypals.co.uk ruby@slimeparty.com

Upper Marquee

After an incredible year of growth for its Putty Pals brand, Slime Party UK is returning to the Toymaster May Show with all its favourite sensory putties as well as six new collectible Putty Pals including Elsie Axolotl, Penny Pufferfish, Stanley Capybara, Frank the Frog and Deirdre Dragonfruit.

No ordinary Putty Pals, the characters form part of Slime Party’s brand-new Cloud Putty collection. Cloud putty has a unique texture: it is stretchy beyond belief, as soft as a cloud and fluffs up to over 3x its original size. Each putty is gently scented with the likes of cotton candy, vanilla, grape, dragonfruit, apple and blueberry. Based upon initial sales and feedback, Slime Party expects this range to be its best-selling product to date with both kids and kidults alike.

The Putty Pals brand continues to go from strength to strength and is now stocked from Newcastle and New York to Leeds and Lebanon. The characters have their own web series on YouTube and publishing deals may be on the horizon. While Slime Party can’t yet reveal much, it is confident that this year will be an exciting one for Putty Pals. Slime Party’s original Sensory Putty range also welcomes a permanent new addition for 2025; Finch the Star, a colour change surprise Sensory Putty, was a limited-edition product but proved so popular the company has decided to keep him.

Taba Squishies is a new craze that has taken over TikTok. Slime Party has three new designs available: Neils Cat Paw, Stanley Capybara and Bohdi Bear. Each large, mochi-style squishy comes in a thick bag that can be squeezed on the go. Visitors to the show are invited to stop by and have a squish for themselves.

Spin Master

01628 535 000

www.spinmaster.com

Lower Marquee

Spin Master’s diverse range of new products showcases the latest developments across the company’s industry-leading brands, including Paw Patrol, Rubik’s Cube, Gabby’s Dollhouse, How to Train Your Dragon, Melissa & Doug, Kinetic Sand, Cool Maker, Dora, Unicorn Academy and Monster Jam.

Visitors to Spin Master’s stand can look forward to a preview of standout toys inspired by the upcoming release of DreamWorks Animation’s Gabby’s Dollhouse: The Movie, set to premiere in September. In the new film, Gabby heads out on her most cat-tastic adventure yet - a road trip with her Grandma Gigi to the urban wonderland of Cat Francisco. Promising to bring extra fun and wonder to the beloved Gabby’s Dollhouse line-up, the new movie toy line includes the Meow-Mazing Interactive Dollhouse, featuring interactive LCD eyes, a Gabby figure, 10 play pieces and classic dollhouse favourite features such as a spiral slide and a cat-avator.

Ahead of Monster Jam’s Live Shows, which arrive in the UK in September, Monster Jam’s thrilling new Smash N Bash RC will be on display in Harrogate. Just like the trucks at the live shows, the all-new Smash N Bash RC can crash into obstacles, but kids can then watch in awe as it repairs itself with just the touch of a button.

Also on display will be dynamic new offerings from the widely celebrated global franchise DreamWorks’ How to Train Your Dragon, including the Real Flying Toothless. With the How to Train Your Dragon live-action film debuting on 13th June 2025, this new range has been designed to inspire and delight with elements of flight, interactivity and theatrical realism.

Fresh from the 50th anniversary celebrations last year, Spin Master will also be showcasing new developments within the Rubik’s Cube brand. The Rubik's Pulse Cube challenges puzzlers to solve the cube before the lights go out.

Iconic early childhood brand Melissa & Doug will be on the Spin Master stand for the first time at Toymaster. A fresh and exciting new product range will be on show, and visitors will be able to see for themselves the innovation that’s coming to the market for autumn/winter.

Chase, Skye and Marshall continue to captivate young fans. Following a successful spring/summer, which saw the Paw Patrol pups embark on enthralling, high-octane Air Rescue missions, their feet are back on solid ground, ready to save the day once again in the upcoming autumn/winter action-adventure theme, Fire Rescue. From action-packed vehicles to engaging play sets, visitors can immerse themselves in an exhilarating selection of toys from the latest Paw Patrol theme.

Other fan-favourite brands on show include Kinetic Sand and Unicorn Academy. Ideal for sensory play, new Kinetic Sand products remain a welcome addition to the craft table, enhancing fine motor skills and creativity through independent tactile play. Alongside them, fans of the hit Netflix series can get hands-on time with the upcoming range of Unicorn Academy toys, featuring a fresh collection of magical dolls and unicorns.

Craft Buddy

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

Lower Marquee

Returning to the Toymaster Show for the fourth consecutive year, Craft Buddy is preparing to impress with its most exciting line-up in its 15-year history. With the spotlight shining on innovation, collectability and creative play, the company will unveil new launches for autumn/winter 2025 and the festive season.

One headline reveal is the introduction of Crystal Art Mirror Buddies, an evolution of the popular Buddies range. Sitting on sleek mirror plinths, these designs take the showcasing of finished Crystal Art creations to the next level. Launching in eight licensed versions, fans can expect to see Dobby, Batman, Spiderman, Groot, Harry Potter, L.O.L. Surprise!, Stitch and Grogu dazzle in this collectible new format.

Craft Buddy is adding new Buddies characters for 2025 including Care Bears, The Grinch, Elf, Looney Tunes, Fantastic Beasts and Beetlejuice. The 25cm tall XL Buddies range will also welcome six movie icons in the second half of the year: Darth Vader, Stormtrooper, Elf, The Grinch, Spider-Man and Superman, all of which arrive earlier this summer in time for July’s box office buzz.

A new format, Crystal Art Friendship Bracelets are designed to be worn and shared. These craft kits come in packs of two and are available across four key licensed SKUs: Frozen, Care Bears and Stitch, plus Jack & Sally from The Nightmare Before Christmas. All are perfectly positioned as stockingfillers for Christmas 2025.

The Crystal Art Secret Diary range, which continues to resonate with tweens and collectors, expands with four new designs spanning Care Bears, Frozen and Harry Potter. Following their 2024 success, Mega Activity Sets return with fresh options for 2025 featuring licences including Care Bears, The Grinch, Nightmare Before Christmas, Frozen and The Mandalorian.

Craft Buddy will also spotlight four key launches from early 2025 that are ideal for Toymaster members who may have missed them at earlier fairs. These include the hit Crystal Art Disney Pin Badges, already in repeat production; the Harry Potter Crystal Art Sticker Album, which is expected to be popular all year thanks to its collectability and Facebook swap page; and two new formats for younger audiences: the ‘edu-taining’ Wildlife Buddies and Crystal Art Junior, both of which combine crafting fun with developmental play.

Craft Buddy’s Christmas collection continues to grow. Year on year, the Crystal Art Best of British 8-pack Christmas Card sets are a best-seller. For 2025, members can choose between modern and traditional-themed packs. Also new are individual licensed Crystal Art cards, with designs from The Grinch, Elf, and The Nightmare Before Christmas.

Another seasonal hit is the Crystal Art Hanging Buddies range, which returns with eight new characters for 2025. The Grinch and Elf join a generic line-up featuring a penguin, cat, gingerbread man, Highland cow, reindeer, and other popular festive characters, perfect for decorating the tree or as home décor.

Members visiting the Toymaster Show are invited to Craft Buddy’s stand to learn more about the company’s show offers.

Playmobil

01268 548 111 | www.playmobil.co.uk

Upper Marquee

Playmobil is looking forward to attending this year’s Toymaster show, where it will reaffirm its commitment to the independent toy retail sector with a revitalised support strategy designed to elevate the in-store experience, increase consumer engagement, and bring more families through the doors of specialist toy shops across the UK & Ireland.

Playmobil’s Police range has long been a staple for action-loving kids, and this year’s additions deliver even more thrilling scenarios. Leading the charge is the Police Patrol Car – a sleek, dynamic vehicle equipped with functional lights and realistic sound effects. Perfect for dramatic chases and heroic rescues, the Patrol Car comes with detailed accessories and a Playmobil Police Officer, making it an ideal starter or expansion set. Playmobil continues to emphasise quality and interactivity, with innovative features like working lights and sounds bringing unparalleled realism to play. Available from January 2025, the Patrol Car benefits from comprehensive support, including media and instore opportunities.

The company’s Pirate Harbour comes with a bustling outpost complete with docks, hidden compartments and working cannons. Adding to the excitement is the Giant Shark, a dramatic centrepiece featuring snapping jaws and Pirate character. The Pirates range taps into kids' love for adventure with modular designs and action-packed features. These sets are highly collectible and compatible, encouraging expansion and repeat purchases. Available from January 2025, the range is supported by a summer marketing blitz that includes cinematic video campaigns and immersive in-store POS materials.

Playmobil’s new Pets range brings animal care and companionship to the forefront of play. Anchored by the Animal Hotel, this set invites children to care for a variety of pets in a colourful setting. Whether welcoming guests or creating a fun play zone, this set offers endless opportunities for creative role play. Other key additions include the Puppy Parlour, a grooming studio complete with adorable dogs and accessories, and the Cat Café, where customers and cats alike enjoy cosy café vibes. For little collectors, the range also features six unique dog breeds, ideal as standalone pieces or add-ons to the larger sets. The Pets range emphasises nurturing play, a growing trend in the toy industry. Each set blends charm and functionality, making it perfect for younger children exploring empathy and responsibility. Launching in February 2025, the range is backed by a tailored influencer campaign and social media contests, ensuring strong visibility and consumer interest.

Retailers attending this year’s Toymaster Show are encouraged to visit the Playmobil stand, where the team will be showcasing these brand-new and upcoming ranges, plus much more. Each set is packed with the storytelling, detail and quality that families have come to expect. These include exciting new licensed lines and original themes.

In addition, attendees will have the chance to take advantage of exclusive show offers and products, and connect with the Playmobil team in person.

Left-Field Toys

hello@leftfieldtoys.com

Lower Marquee

Known for its innovative approach and diverse portfolio, Left-Field Toys will showcase fresh offerings from popular brands including My Kawaii, Squashables, Hubble Bubble, Foam Flyerz and Magnetics. As the exclusive UK & Ireland distributor of Blokees, the highly detailed model action figure brand, the company expects to build on a successful Q1 with extended collections from Transformers and will also exclusively reveal new licensed ranges from Sesame Street, Minions, Ultraman and Naruto. Toymaster members can benefit from in-store display cubes across a variety of these ranges.

My Kawaii has enjoyed a strong start to 2025, with new developments across a wide range of categories set to bolster this success. New My Kawaii Okashi Plushies depicting popular sweet snacks have proven very popular. The range will expand into a cute Popcorn line while the existing, highly sought-after My Kawaii Bubble Tea Plushies range has expanded with a mini keychain range. The My Kawaii Cereal Plushies range, comprising large plush cereal boxes filled with scented mini cereal plushies, launched at Toy Fair to rave reviews and has also welcomed a mini keychain range.

There are new additions to the cute, sweet smelling Fruity Cuties range. BaoFun squishy was a best-selling squishy line in 2024, and Left-Field is now launching Squishy Sushi to accompany the range. Each steamer holds three mini sushi-themed squishy

The recently launched Kawaii Clay Charms range lets kids make cute yet highly detailed jewellery and charms from air-dry clay. Creativity and cuteness also abound in the form of the My Kawaii Amigurumi range. Amigurumi is the Japanese art of knitting or crocheting small objects. Each set comes with everything needed for crafters to create their own Kawaii Amigurumi character. Known for its innovative feature plush, Left-Field will also be showcasing its Dancing Daisy and Sunflowers in full bloom (and hopefully they won’t wilt in the heat of the Lower Marquee). The Clutching at Straws game will also be on show and available on an exclusive Toymaster deal with an interactive FSDU (FOC). This viral sensation caused a stir at London Toy Fair and is tipped to be one of the biggest games of the year.

Squashables unveils new developments to its already impressive range of sensory squishy toys. Built on the success of its Sugar Shimmer Balls, the company will showcase a further development within its sensory shapes - a textured surface for soothing sensory sensations. Hubble Bubble captures the fun of playing with bubbles. There are various SKUs on offer, from bubble wands to blasters at attractive price points. Building on the success of 2024, Foam Flyerz introduces a new Rocket Launcher and Plane Launcher to sit alongside its evergreen Air Powered Rocket and Jumbo Foam Plane.

Magnetics is a new range of magnetic tiles designed to inspire creativity, learning and fun. The collection offers innovative designs and is both durable and safe. The company is offering an exclusive Toymaster member deal for orders taken at the show - a 5% discount for orders over £500 and 10% for orders over £1,000 – for all shipments delivered before the end of June 2025. Terms and conditions apply.

The Puppet Company

01462 446 040 | sam@thepuppetcompany.com

Lower Marquee

The Puppet Company has several new lines to introduce at this year’s Toymaster show and is looking forward to showcasing how its puppets and Wilberry soft toys can work for any retail setting. All margins are based on a 2.3-2.4 markup up, allowing for great profitability. Designed to be as accessible as possible without compromising on the highest quality and safety standards, all products are available in singles and offer significant gifting opportunities.

Of particular interest to independents will be the newest additions to the growing and ever-popular Eco Sockettes collection, making 2025 the most colourful collection yet. Year-round best-sellers and popular with children of all ages, the range now includes Bobby, Flint and Twinkle alongside Wilma the Witch and Squelch the Swamp Monster. These characters make for displays that just ask to be played with. The Puppet Company is particularly proud to introduce its new Hope Eco Sockette. Designed in partnership with The Brain Tumour Charity, Hope will raise vital funds in memory of the company’s cofounder, Peter Lockey, as a way to continue his legacy of doing good in the world. For each Hope Sockette sold, The Puppet Company will donate £1 to The Brain Tumour Charity. This message is outlined on Hope’s special branded hang tags to ensure it resonates with consumers and will continue to be promoted by both the charity and its supporters.

The company’s smaller, impulse products are always popular, including the much-loved Wilberry Minis collection, which is a firm favourite with both with retailers and consumers alike. With new arrivals including a Puffin, Snowy Owl and Kingfisher, this range appeals to both adults and children and can be rotated for a varied seasonal offering. With exceptional attention to detail, this collectible range can be easily displayed and works well when combined with other ranges, including the Wilberry Favourites larger soft toy range and Finger Puppets. Doing so presents consumers with a variety of price points, and retailers with the option of creating curated gifting ranges that will drive upsell.

POS solutions are available across both the puppet and plush lines. Everything is designed to showcase the company’s products to maximum effect while taking up minimal floorspace. Although they possess deliberately small footprints, each display can merchandise a large selection of puppets and/or soft toys. Options range from baskets and small display suitcases through to variously size CDUs and FSDUs. The Puppet Company works closely with its retailers to find them the best fit for their setting. The display stand featured at this year’s Toymaster May Show contains some of the most popular items from the company’s best-selling puppet ranges, alongside the eye-catching FSDU for its best-selling Wilberry Minis collection. With additional whimsical options on offer, such as parrot perches, ferris wheels and even a festive sleigh, all displays are sold at cost with free stock to offset the price, making them extremely costeffective displays. Providing instant in-store impact, retailers can also benefit from seasonal display rotation.

Tomy

01392 281 927 | www.tomy.com

Billiard Room

Tomy is bringing excitement, innovation and hands-on fun to the Toymaster May Show 2025 with a powerful line-up of new games, high-octane toys and beloved brand favourites. From thrilling interactive experiences to imaginative action play, Tomy will be showcasing its most dynamic year yet.

Taking centre stage is Human Controller, Tomy Games’ major launch for 2025 and a truly groundbreaking concept. In this inventive party game, one player wears a vibrating headset and visor while another takes full control of them via a mobile app. With 30 hilarious games and a free play mode to discover, Human Controller offers a one-of-a-kind gaming experience that must be seen to be believed. It’s bold, bizarre and brilliantly fun, and it’s making its show debut at Toymaster.

Tomy is set to disrupt the battling category with Dōteki, a new, highenergy toy range launching in autumn. Inspired by pinball mechanics and built for head-to-head play, Dōteki is the only battle system where the players themselves drive the action. Set in a dynamic, flexible arena, players must master elemental powers and flawless technique to outlast their opponents and become the last one standing. Players can dive into the deep lore of Dōteki, where factions channel Earth’s elements in their quest for balance and victory. Show attendees can get hands-on with The Battle Training Sets and Multiplayer Battle Packs, both of which launch later this year. Also launching in autumn is Magshuto, a new magnetic stunt toy from Fat Brain Toys that combines trick shots, competition and skill. Designed for kids aged 6–10, Magshuto challenges players to build, launch and stick magnetic pods with precision and creativity. Whether kids are mastering solo stunts or going head-to-head with friends, this high skill play experience is endlessly expandable. The Stunt Pack features 20 unique challenges while the Knockout Rail sees players battle to control the playfield.

Tomy will also be unveiling eight new autumn/winter lines for its iconic Britains range, including three limited-edition items. Key highlights include the New Holland T5.120, a versatile Britains flatbed trailer, and, from the prestige collection, the mighty John Deere 9RX 830.

Tomy continues to expand its John Deere Kids range with products that encourage active, imaginative play. New items include the Bubble Bottle, Bubble Mower and Bubble Leaf Blower, all of which are designed for outdoor fun. Role-play fans can look forward to a realistic motorised Chainsaw, while collectible pullbacks and mini vehicles add excitement to small world play. A brandnew light and sounds range will also be unveiled, combining interactivity and sensory stimulation to engage younger children.

With additional favourites on show from Toomies, Hey Clay, Club Mocchi Mocchi, Warhammer, and the latest collectible craze from Japan, Twinchees – featuring adorable new anime and Sanrio 2” figurine collections– this year’s showcase offers plenty of reasons to stop by the stand.

Clementoni

020 3206 1397 | www.clementoni.com | clemuk@clementoni.com paul.fogarty@clementoni.com

Upper Marquee

Clementoni is showcasing a host of new products for 2025 at the Toymaster Show, including new launches and range extensions for Soft Clemmy, Idea! and Science and Play.

Soft Clemmy is a soft play block range designed to create a sensory play environment from baby's earliest months onwards. The blocks are made from a completely soft material that won't hurt delicate teeth and gums and can also be thrown and stamped on without any risk. The range expands for 2025 with the Soft Clemmy Washing Machine. With lots of blocks to stack, kids can also spin them, insert them into the drawer or flower hole, see them turn through the door and press the pop-it or wavy band. In addition, the Clemmy Sensory Roller Vacuum lets children not only play with their Soft Clemmy blocks but also ‘vacuum’ them up. The handle can be removed for babies from six months, while older children can stroll and vacuum as they go.

Following the huge success of the Idea! Pen Creator Studio, the concept is evolving for 2025 with Message Pen Creator. Taking pen creation to the next level, children can not only make a decorative pen with this set but can endlessly redesign it to incorporate different decorations and their own personal messages. The studio comes with a separate workstation to aid designing and planning compositions and simplify threading the beads. Message Pen Creator contains over 50 accessories to decorate and customise.

Staying true to its mission of inspiring imagination through design and creation, the Idea! range is expanding with the launch of Perfume Creator Deluxe, which invites young creators to craft their very own custom perfumes. With everything needed to set up a mini lab at home, kids can experiment with a variety of essences and ingredients, learning the science behind scent combinations while expressing their creativity. This hands-on experience not only sparks scientific curiosity but also empowers children to explore the art of perfume-making in a fun and engaging way.

Winner of a Toy Fair Hero Toys 2025 Award at January’s London Toy Fair, the Science & Play Smart Tech Greenhouse is a cool way to grow plants and experiment with nature. This hightech greenhouse has everything kids need to watch plants grow and thrive, including LED lights and an electronic module for temperature and humidity monitoring and control. This ensures the plants can grow in the perfect environment. The greenhouse allows experimentation with different ways to grow plants: in pots with soil, in test tubes with cotton, or even in special gels such as agar-agar. The large, clear window and big door make it easy to see inside and watch the plants grow in real-time. Perfect for young scientists, gardeners, or anyone who loves nature, this greenhouse makes growing plants feel like a real adventure.

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk | sales@curiousuniverse.co.uk

Lower Marquee

Curious Universe is exhibiting at the Toymaster Show for the very first time, where it will be showcasing an exciting range of new innovations alongside best-selling favourites. With over three-quarters of a million units sold to date, Nano Tape Magic has proven to be a major hit and continues to deliver strong retail performance. This viral crafting brand is expanding with exciting new products and creative concepts planned throughout 2025 and into 2026. The range invites children to create everything from adorable cloud window suckers and kawaii characters to bubble tea and strawberries using double-sided tape, charms and slime, offering endless creative possibilities. The product line includes mini pocket-money packs, classic sets and deluxe kits, all offering excellent value for money. Each pack features a QR code linking to exclusive video tutorials and crafting inspiration. New themed additions include Enchanted Kingdom, which invites kids to craft whimsical forest toadstools, and Kawaii Creations, featuring charming ice cream designs.

Launching later this year is Decoden Magic. Inspired by the latest social media crafting trends, this creative range uses whipped-style glue to decorate accessories with cute charms, beads and embellishments that stay firmly in place once dried. Perfect for kawaii fans, personalisation lovers and craft enthusiasts alike, Decoden Magic will be available in mini, classic and deluxe formats. Each themed kit includes everything needed to personalise trinket boxes, hair accessories, bag charms and more. A comprehensive PR and marketing campaign will support the launch, driving

Another must-see is the Water Bead Magic range, which allows children to create amazing designs by placing beads on templates and setting them with a simple spray of water. Available in various pack options and popular themes such as Dinosaurs, Pets and

In addition to these innovative ranges, Curious Universe will also be showcasing some of its top-performing brands and licensed product ranges. Highlights include the company’s popular Tin Activity Cases, the best-selling Colour and Carry kits for on-the-go fun, and Crystalverse, a collectible range of unicorns that can be customised with hundreds of sparkling crystals. Visitors can also explore licensed products in the company's top-selling formats, from Crystal Creations, the popular diamond painting canvas featuring the adorable Squishmallows, to Colour Your Own Paw Patrol T-Shirt Kits, which let kids colour their favourite pups before proudly wearing their creation.

Visitors to the Curious Universe can discover all these ranges and take advantage of exclusive show offers: up to 20% off all orders over £500, plus a free CDU worth £72 RRP with Crystalverse orders over £200.

GP UK

0208 643 0320 | enquiries@flairgp.uk

Carriage Suite

Two decades after its magical debut, Winx Club returns with a brand-new animated reboot, retracing the first adventures of Bloom and her fairy friends. Launching in September 2025, the first season of 13 episodes will premiere on Netflix, followed by a TV release. To celebrate, GP UK is launching a fabulous new range of 10.5” dolls dressed in their iconic outfits from the show. From fairy transformations to musical moments, each doll brings the magic of Winx to life.

Beauty Pop dolls include music-themed outfits and fun beauty accessories for styling play. The Fairy Light-Up Wings dolls take the experience further with stunning light-up wings and shimmering fairy looks, while for the ultimate glamour, the Grand Ball at Alfea dolls are dressed in prom gowns fit for a fairy princess. Fans can collect all six magical dolls - Bloom, Stella, Flora, Aisha, Tecna, and Musa - ready to enchant a new generation.

Gormiti returns with a full-scale reboot and a new animated TV series that launched in 2024 to immediate global success, quickly becoming a worldwide phenomenon. The all-new GP UK Gormiti toy range features highly detailed collectible figures from 7cm up to 27cm, including heroes Glen, Skye, Zane and Carter, alongside powerful villains like General Kratur, General Fraktur and the menacing Baron Durghon. Each figure comes with its signature weapon, just like in the series, for epic battles and action-packed play.

A new addition to the beloved Sticklebrick range, the Sticklebrick see-through bag is designed for endless building fun at home or on the go. This vibrant, clear carry bag contains an assortment of 150 colourful Sticklebricks in a variety of shapes and sizes, perfect for sparking creativity in little builders. Ideal for toddlers and pre-schoolers, the new set encourages open-ended play, supporting key developmental skills such as fine motor coordination, spatial awareness and imaginative thinking. The transparent design of the bag makes it easy for kids to see their bricks and pick their next piece, while also keeping everything neatly stored and portable. Kids can also discover the new Sticklebrick Fun Tubs in pink and blue. Each tub is packed with colourful Sticklebricks for imaginative building fun.

Plasticine is back with a fresh new look, an eye-catching logo and a range of products designed to spark creativity in kids of all ages. The relaunch celebrates the iconic brand’s rich history while embracing a bold, modern identity. Among the new additions are Skwishems. These mouldable creations are perfect for beginners learning to make animals, figures, and more. The Make a Scene sets encourage imaginative storytelling and now feature beloved licensed characters such as the Smurfs and Hello Kitty. With vibrant packaging and innovative formats, the revamped Plasticine range offers endless possibilities for play and learning. The relaunch marks a new chapter for a timeless favourite, proving that Plasticine is more playful, colourful and relevant than ever.

Autumn 2025 marks the return of the Monsterverse range with a new wave of Titans ready for battle. Leading the charge is Roll n Battle Kong, packed with dynamic motion features, alongside Rolling/Swiping Godzilla, whose powerful tail swipes from left to right for thrilling action play. The 6” basic figure range expands with Fire Glow Godzilla and Frost Vark, showcasing bold, vibrant colours and fierce detailing. Joining them are the new 6” Kong Skull Island and a redesigned Mothra, adding fresh energy to the Titan line-up. All figures come in striking new packaging.

Asmodee

01420 593 593 | www.asmodee.co.uk

Drawing Room

Asmodee has been a Toymaster supplier for nearly 20 years and continues to be highly supportive of UK high streets and their independent retailers. The company’s vision is, and has always been, to encourage more people to play more board games, more often. Toymaster is a vitally important show for the company, giving it the ability to meet numerous indie retail partners under one roof and coinciding nicely with key trading times ahead of the end-of-year peak.

At Toymaster, Asmodee will be offering deals on a variety of its best-selling games, with a particular emphasis on travel games for the summer months, such as Dobble, the beloved game with 55 cards, 57 total symbols and eight symbols per card. Dobble offers five mini games and challenges suitable for players aged six and over, and helps kids (and adults) develop their concentration and observation.

Taco Cat Goat Cheese Pizza is filled with mayhem. As in Snap and Dobble, each player places a card from their hand face up into a community pile while saying taco/cat/goat/cheese/pizza in player sequence. When the card matches the mantra, everyone slaps their hand on the deck, with the last one to slap picking up the cards. Whoever rids themselves of their cards first wins. For extra fun, special action cards – the gorilla, narwhal and groundhog — force players to make certain gestures before racing to slap the deck.

Bananagrams is addictively simple and simply addictive, players and their opponents must use all their letters to build a word grid in a race to the finish. The first player to use all their tiles is crowned Top Banana. Bananagrams requires no pencil, paper or board, and comes in a portable banana-shaped pouch that's perfect for word game fans aged seven and up both at home or on the go.

Piles! is a fast-paced free-for-all with no turns and no time to waste. Players aged eight and above who enjoy fun, classic games like Speed and Spoons will love this easy-to-learn family game. Piles! can be played by up to eight people at once, or two players can face off one-on-one. No matter the number of participants, the game involves matching sets of clothing by swapping cards through a universal discard pile. The average play time is under 10 minutes, making Piles! highly replayable and addictive. Piles! is also designed for convenience and comes in a sturdy box with a magnetic lid, making it easy to pack up and play anywhere.

Fast, fun and full of surprises, Happy Mochi is a charming, fast-paced card game that’s as strategic as it is sweet. Colourblind-friendly symbols ensure that everyone can join the fun, while its compact, travel-friendly box means players can take the excitement anywhere, from game nights at home to adventures on the go. The goal is simple: players pair up two mochi at a time, but they can’t rearrange their hand. On their turn, they draw a card or play two adjacent cards onto the central pile while keeping their order intact. Special cards introduce exciting effects and colourbased restrictions, adding a fun twist to every round. Players can also merge two matching-number cards to create a Happy Mochi, breaking the rules and flipping the game in their favour.