Chairman Malcolm Naish
malcolm@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk 01442 289953
Sales Director Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Rhys Thomas rhys@lemapublishing.co.uk 07902 396525
Retail
Clare Turner clare@lemapublishing.co.uk 01442 289941
Production
Paul Naish paul@lemapublishing.co.uk 01442 289933
Along with our sister publications Nursery Today, Christmas in January, Gifts Today, Greetings Today and Tableware International we shall be organizing an Industries’ Cup that will see players from all those industries vying for the ‘Industries Cup.
Depending on the response we shall also have individual cups for each of our magazines. The day will begin with a nine hole Texas Scramble, followed by the afternoon individual Stableford, team four-ball and yellow ball competitions.
With good weather guaranteed we shall end the day with a barbeque and presentation of trophies.
Cost for the day will be £110 with bacon rolls and coffee/tea from 8 p.m.
The Hilton Hotel offers very good rates for staying overnight which I will be giving very soon.
They say that all work and no play, makes Jack a very dull boy, so forget work for the day and join us at Puckrup Hall
A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome. For full details contact Malcolm Naish on 0788 999 1513 or email malcolm@lemapublishing.co.uk to book your team’s place.
Many of you will know Banba’s General Manager, Maurice Doyle, but his career in toy retail was entirely accidental. More than 40 years ago (sorry, Maurice) he subbed in for a mate who chickened out of a job interview at the last moment, and the rest is history. “I thought I’d give it a go for a few months,” Maurice told us in our retail interview this month. “That was October 1984.”
The Banba team won Independent Toy Retailer of the Year (single store) at the Toy Industry Awards in January and, while that may have moved out of the news cycle, it’s important to remember that these awards quite rightly mean a great deal to the hardworking people who win them. Read our full interview with Maurice on page 18 – it’s a fantastic insight into one of the trade’s most influential independent retailers, which now sells to shoppers across Europe. Elsewhere this month we dig into two timeless toy categories: arts & crafts and educational toys. As household expenses continue to climb, families are seeking more for their money – and toys that help educate as well as entertain, or divert children’s attention away from Roblox, offer just that.
Rhys Thomas
so if that sounds like your thing, do give him a shout: peter@the-kidults.com.
Pete’s thoughts are certainly backed up by Richard Denning, Director of UK Games Expo, the UK’s largest consumer games and hobby events. We sat down with him (page 50) to find out how the team are celebrating the expo’s 20th anniversary, and why frittering away a few grand on a dragon statue might not make sense to his accountant, but it sure does to the thousands of game enthusiasts who flock to the NEC each year.
The Banba team won Independent Toy Retailer of the Year (single store) at the Toy Industry Awards in January and, while that may have moved out of the news cycle, it’s important to remember that these awards quite rightly mean a great deal
“ ”
TCG’s are a huge part of UKGE, and it just so happens we had the pleasure of speaking to one of the designers on Disney Lorcana this issue. Hot on the TCG’s second anniversary, Ryan Miller, Co-Designer and Senior Brand Manager, told us: “We kicked off this year with, hands down, the biggest thing we’ve done with Lorcana since we launched: the Festival of the Arts at Epcot. Over 165,000 folks from all over the world were introduced to the world of Lorcana as they quested, traded, and made memories at a fantastical monthlong event.
“I was able to attend opening weekend and it was such a goosebump-inspiring moment. We’ve got many more exciting moments planned, I wish I could talk about them!”
Read our full interview on page 36.
And finally, cast your eyes left at the big golf ball
Delivering Dynamic PR Campaigns in Toys, Puzzles and Games for 40 Years
Eager For New Challenges
Call Rita Rowe on 07711 071451 rita@mason-williams.com www. mason-williams.co.uk
The agency credentials include: working with all Hasbro brands for 28 years; Jaax (2); Jumbo (2); TOMY (5) Asmodee (4).
Greatest Hits: Furby, FurReal, Cludeo, Monopoly, Trivial Pursuits, Dobble, Bananagrams, Ticket To Ride, Star Wars, Disney, Postman Pat, Bob the Builder, Subbuteo, Magic the Gathering, Littlest Pet Shop, Play-doh, Transformers, Britains, Tonka, Bop-It, Supersoakers, Wasjig, My Little Pony and many many more
charlotte@bladeztoyz.co.uk bladeztoyz.co.uk
Leading the way in the S/S26 Minecraft Maker Kitz range is the viral sensation Chicken Jockey! This buildable character kit is the latest addition to the bestselling Maker Kitz range and the ultimate display piece for fans of the game and movie. Made from sustainable materials, these easy-to-assemble kits require no glue or scissors and are suitable for children aged six-plus.
Also joining the Maker Kitz range are the Wandering Trader and Llama and the lifesized Axolotl. These fun new sets expand the current lineup, which already includes the iconic Steve, Creeper and Alex, meaning you can recreate your favourite scenes from the movie or fend off a zombie attack! the
0161 633 9800
sales@charactergroup.plc.uk character-online.com
01843 233525 sales@hornby.com a co
Thunderzord assortment, allowing fans
a standalone figure, but when combined, they Ultimate
Character continues to bring exciting additions to the Mighty Morphin Power Rangers line. The last 12 months have been a time of resurgence for Mighty Morphin Power Rangers (MMPR), with revamped 4K episodes now streaming on Netflix and the launch of Playmates’ impressive Master Toy line. The collection features a wide range of MMPR products, including action figures, vehicles, collectibles, and role-play items. New for this year is the Combinable Thunderzord assortment, allowing fans to collect five individual transforming Thunderzords — the Unicorn, Firebird, Griffin, Dragon, and Lion. Each one works beautifully as a standalone figure, but when combined, they form the Ultimate Thunder Megazord, perfect for recreating iconic moments from the show. Alternatively, collectors can opt for the Ultimate Thunderzord Action Figure, which comes preassembled and includes lights and realistic battle sounds.
Airfix is expanding its portfolio with the launch of Flowers – grown by Airfix, a new range of 1:1 scale floral model kits that blends traditional model-making with decorative craft. Each kit has been designed to capture the character of real blooms, from the shape of individual petals to the finer details at the centre of each flower. The result is a lifelike model that builders assemble and paint themselves, creating a finished piece that can be displayed long after the final coat has dried.
assembled and includes lights and realistic battle
Importantly, every box includes paints, glue and brushes, offering an all-in-one experience suitable for both established hobbyists and those new to modelling. or as larger bouquet sets, including six roses or
The range is available as individual blooms or as larger bouquet sets, including six roses or a collection of 12 wildflowers. The bouquet kits also feature small additions such as bees and butterflies, allowing builders to add extra detail and character to their display.
o o t co www.mvsports.com
MV Sports & Leisure continues to lead the way in licensed wheeled and active play, combining trusted character brands with feature led products that deliver real retail impact. A standout for preschool audiences is Spidey and His Amazing Friends, the fast-growing Marvel series that brings teamwork, adventure and bold visual energy to every category it touches.
Leading the lineup is the Light Up Balance Bike, a confidence building
first ride designed for little adventurers finding their feet. Motion activated multi coloured wheels create an eye-catching glow that instantly draws attention both in store and online, while the lightweight frame and adjustable seat and handlebar heights make it an easy choice for growing riders. Bold character graphics and a shaped plaque bring familiar on- screen moments into everyday play, turning first rides into superhero missions.
Tilt
riders a a light exciting
Finished deck, strong the play retailers, licence and indoor alike.
For fast paced fun, the Tilt and Glo Scooter adds serious wow factor to three-wheel scooters. Responsive tilt and turn steering helps young riders build coordination naturally, while the wide footplate offers a stable platform for early scooting. The multi coloured light up wheels create movement driven theatre, complemented by a push button activated light up stem featuring seven different modes. The result is a feature rich scooter that feels exciting before it even leaves the shelf. Finished with vibrant character graphics across the anti-slip deck, it delivers strong visual impact in both boxed and assembled displays. Backed by the global power of Marvel storytelling and characters that resonate strongly with preschool audiences, the Spidey and His Amazing Friends range blends movement, imagination and collectability into a cohesive play story. For retailers, it offers a proven combination of licence strength, feature-driven design and standout shelf presence across wheeled, garden and indoor categories alike. that easy rides missions.
Paladone
info@paladone.com paladone.com
New for 2026 is LunaGlo. Blending practical lighting with charming, character-driven designs, the collection brings a sense of fun and familiarity, with retail pricing designed to suit a wide range of price points.
Mickey Mouse and Winnie the Pooh are the pioneer licensed characters for the collection, though the brand also taps into the growing kidult market with darker, more stylised characters and licenses such as Jack Skellington from The Nightmare Before Christmas. Other popular licenses available, including Harry Potter and Stitch, will also join the range.
01279442528 | info@thecaratshop.co.uk | thecaratshop.co.uk
The new Hello Kitty merchandise from The Carat Shop includes necklaces, bracelets and keyrings, and reaches a new audience with alternative customer interests. This is being extended to include friendship bracelets and stud earrings. Products are designed for ages 14 and up and are ideal for adding a playful touch to everyday essentials. The timelessness of these well-loved characters remains evident with the success of the 2025 Netflix series My Melody and Kuromi, who are featured in the jewellery collection along with Hello Kitty. The keyring range is extended to include the characters Pompompurin and Cinnamoroll.
Pompompurin and Cinnamoroll.
The Lego Group reported earnings for the full year of 0 5 in March, achieving double-digit growth in revenue and operating profit. emand for ego products was high in all market groups and among both children and adults, driven by strong brand e uity, innovative new products, strategic partnerships and excellent retail execution. As a result, the ego Group significantly outperformed the growing toy market and increased its market share. The company continued a high level of investments on strategic initiatives and capacity expansions to support growth.
Niels B Christiansen, CEO, said: “We are very pleased with our record performance in 2025, building on last year’s success. Our innovative and extensive portfolio, combined with the strength of the Lego brand and an effective operating model, drove high demand. We delivered these results by being both creative in product innovation and efficient in operations, bringing Legi play experiences to more kids than ever before. As we continued to
invest in future growth, we brought multi-year strategic investments to life and reached more than half renewable and recycled content in the materials we buy
Revenue grew 12 per cent to DKK 83.5 billion (GBP 9.64 billion) driven by sustained strong demand for the Lego portfolio leading to growth in all market groups, especially in Western Europe, Americas and CEEMEA. Consumer sales increased by 16 per cent, outpacing the overall toy market which grew per cent.
e at o t e e ce t to DKK 22.0 billion (GBP 2.54 billion) supported by high revenue and scale e ciencies. This was strengthened by ongoing productivity initiatives that enabled reinvestments in capacity expansions and strategic priorities to support short- and long-term growth, like sustainability, supply chain network and digital technology. Net profit, increased by 1 per cent to 16. billion (G P 1.9 billion).
As its exclusive UK distribution partner, DKB will bring Craze’s evergreen and latest lines to retailers across the UK and Ireland
Craze Group has appointed DKB Toys as its exclusive distribution partner.
The collaboration will see bring a selection of Cra e’s best-performing brands and 0 6 newness to and Irish retailers.
A household name in Germany and mainland Europe, Alf Blohm, Head of Sales UK at Craze Toys Ltd, said the partnership marks “an important step” in expanding Cra e’s presence in the .
“With ’s distribution strength and account reach, we can support retailers with
a clear, consistent programme launching Inkee in May and following uickly with additional ranges to keep the offer fresh and commercially compelling.”
ames uff, Managing irector, Toys, said: “We’re excited to be partnering with Cra e as they have built an impressive reputation for creating fun, high- uality products that really connect with today’s consumers.
Spin Master has appointed Kayes of Cardiff as a new distribution partner for independent retailers and Toymaster members.
The partnership will come into effect before the Toymaster May how, expanding access to pin Master’s portfolio for independent retailers across the and Ireland. ayes of Cardiff will distribute all pin Master brands, including key lines such as PAW Patrol, it ee, Monster am, Gabby’s ollhouse, and Melissa oug.
The new agreement will run in parallel with pin Master’s existing partnership with A. . Gee.
Richard Dickson, General Manager for UK and ROI at Spin Master, said: “Partnering with ayes of Cardiff further strengthens our support for independent retailers and Toymaster members. With a strong reputation within the independent toy sector, a relationship with ayes will help ensure more retailers can access pin Master’s portfolio in a way that suits their individual business needs.”
pin Master says the appointment reflects its continued commitment to supporting independent retailers, and will help bring pin Master products to a wider base of independent retailers.
Philip Kaye, Managing Director at Kayes o a ff, said: “We look forward to working with pin Master and to bring its portfolio of innovative toys and world-class brands to our customers. Independent retailers are at the heart of what we do, and this new relationship will give more stores access to pin Master’s products.”
pin Master and ayes of Cardiff will both be exhibiting at the Toymaster May how,
The new partnership with Dr. Seuss Enterprises will see Just Play bring to market a licensed range of plush, collectibles, arts and crafts and more
Just Play has signed a global master toy licensing agreement with Dr. Seuss Enterprises , spanning characters and stories including The Grinch, and The Cat in the at, which has a new feature fi lm arriving in cinemas this November.
nder the agreement, ust Play will develop a wide-ranging toy line inspired by the whimsical worlds of r. euss.
“ r. euss’ imaginative characters and stories have delighted generations, and we’re incredibly excited to bring that magic to life through play,” said Jess Richardson, Senior Vice President , Global
icensing and New usiness evelopment, ust Play. “With the upcoming The Cat in the at theatrical feature fi lm, we have an incredible opportunity to connect with longtime fans and to engage a new generation through imaginative and collectible play.”
The collection will range from plush and collectable fi gures, to arts and crafts, celebrating the signature heart and messages found within r. euss’ beloved stories.
The collaboration opens the door to new types of play experiences, bringing the r. euss characters to life.
Q4 Net sales exceeded expectations according to the results released on 12 March 2026.
unko Inc, the pop culture and collectibles brand has reported its consolidated financial results for the fourth uarter and full year ended ecember 31, 0 5. The company also provided financial guidance for the 0 6 first uarter and full year.
Net sales were $273.1 million compared with 0 4’s $293.7 million.
Gross profit was $111.6 million, e ual to gross margin of 40.9%, compared with 0 4’s $124.4 million, e ual to gross margin of 42.4%
Net sales were 908. million compared with 1.05 billion
Gross profit was 351.3 million, e ual to gross margin of 38. . This compares with 434.5 million, e ual to gross margin of 41.4
Josh Simon, Funko CEO, said: “We closed the year with two consecutive uarters of solid financial results. Our fourth uarter performance was driven by strong sales of entertainment properties, notably Pop emon unters and tranger Things, as well as our itty Pop franchise and the launch of Pop ourself in Europe.
“Turning to our balance sheet, we reduced our inventory levels and paid down 16 million of debt in 4. And, as previously announced, we reached an agreement with our lender group to amend our credit agreement, which extends the maturity to 31 ecember 0 .
CIJ Group marked an exciting milestone in March as it celebrated its 100th Power Pitching event
The event focussed on toys and games for the pring ummer season and connect leading brands and retailers with national journalists.
Power Pitching was launched in 019 to help create valuable connections between PRs and key media. The events have now supported more than 300 brands and retailers, helong them meet with over 1, 00 journalists from leading publications, from national newspapers to specialist media and primetime T shows. The event has welcomed participation from many of the biggest names in the toy and retail industry including myths Toys, EGO, uild-A- ear,
earning Resources, Ravensburger, unter Price, My 1st ears, oto, Character Options, a wares, Clementoni, Tonies, The Entertainer and Pok mon, among many others.
Courtney Rogers, Founder and Managing Director of CIJ Group said: “Reaching our 100th Power Pitching event is an exciting milestone and reflects the incredible support from brands and retailers who continue to be part of these events. We’re thrilled to celebrate the moment with our Toys Games event and to keep helping innovative brands get their products in front of the media to achieve impactful coverage.”
Amber Steventon, MD of Azaria, is running to raise funds for Able Child Africa, a children’s charity that supports children with disabilities across Africa
Amber has committed to raising £2,000, and every donation, large or small, will make a tangible difference, ensuring children have access to education, rehabilitation and inclusive opportunities so they are not only safe, but thriving and heard.
Amber says: “I’ve run all my life as a way to stay fit and healthy, but I’ve never really seen myself as someone capable of running a marathon. Then, as I embrace my 50th year, I asked myself, why not o I am here in training (mainly in the rain and dark so far ), running for people who don’t have the privilege to do so. I want to raise as much money as I can for this
ama ing charity, so can we make a deal I’ll run, you sponsor me. Any donation, big or small, truly makes a difference. Thank you from the bottom of my heart for your support.”
Able Child works across Africa to break down barriers to inclusion, ensuring children with disabilities not only survive but thrive. One such child is Patuma from Malawi. orn with a spinal condition that meant she could not walk unaided, she re uired roundthe-clock care from her mother. Through Able Child’s partnership with a local network member, Patuma was identified and enrolled in an Early Childhood Education centre, where caregivers were trained in physiotherapy techni ues. he was also provided with a wheelchair, giving her greater independence and enabling her to learn and play alongside her peers in an inclusive classroom environment. Today, her future looks significantly brighter. onating through ustGiving is simple, fast and totally secure. Once a donation is received, they send the money directly to Able Child Africa, so it’s the most e cient way to givesaving time and cutting costs.
ff and Rubies partnered with charity amily und this World Book Day to ensure as many families as possible could take part in the annual celebration of dress-up and literature.
Family Fund is the ’s largest grant-making charity for low-income families raising a disabled or seriously ill child, and when it got in touch asking miffys and Rubies to support its efforts with a few costumes to help families join in the ook ay fun, the costume brands wanted to do more.
onating over 100 costumes to the charity, miffys and Rubies ensured more children could join in the celebrations with a large selection of character favourites and costumes.
Alice Smith, Marketing Manager at Smiffys, said: “Here at Smiffys we believe every child should have the opportunity to bring their favourite book characters to life in costume. We’re proud to work with Family Fund to help ensure the families they support were able to join in the fun this year and celebrate the joy of reading.”
Michael White, Corporate Partnerships Manager at amily und, said: “Thanks to the generous support of miffys and Rubies, families were able to apply for a special costume giveaway, to easily take part in World ook ay and dress up for the day without any latenight parent costume-making, We really enjoyed seeing all the superheroes, pterodactyls and Where’s Wally characters come to life on our acebook page and had great feedback.”
Ciara oane, Marketing Manager at Rubies, added: “We’re so happy to have been able to provide costumes for so many children for World ook ay. We hope the donation inspired the recipients to enjoy the day and to have fun all dressed up.”
miffys and Rubies are support the efforts of amily und after this campaign.
The new trading card range blends collecting and interactive gameplay, with an exciting new art treatment for fans of all ages Panini is bringing a fresh twist to football collectibles with the launch of Panini Ballers, an innovative new trading card collection that blends collecting with interactive gameplay. esigned to appeal to young football
England Men’s and Women’s football stars reimagined in vibrant, super allowing fans collect their players but also to use games.
The full collection includes 158 cards featuring 316 allers, each illustrated in a distinctive art style and featuring a play rating, encouraging fans to collect and compete with friends.
Katie Gritt, Head of Marketing for Sport at Panini, said:
“With different ways to collect, pop and play, we’ve created a new way for collectors and football lovers to engage with the game through their favourite England players, completely reimagined in exciting new art styles,” she added. “With Golden Ballers and limited editions to chase, featuring players from both the England men’s and women’s senior teams, we can’t wait to see fans enjoying Panini Ballers England Edition and hunting down their favourite players in every art style!”
Eight Golden allers represent top England players alongside a special England Crest aller, offering the highest ratings in the set with scores of 15. Collectors can also hunt down 15 imited Edition cards, each featuring stunning rainbow effects.
o t ff t t o o e a a e o t at Pokémon Center UK and is a hit at Smyths Toys
o t ff has reported early sales success for its Pok mon Pikachu Puppetronic.
The irst Edition model sold out on the o cial Pokémon merchandise store, Pok mon Center , and myths Toys uperstores also said the launch was one of its strongest product launches in recent history, according to Wow tuff.
Kerry Tarrant, Head of Brand and a et at o t ff, said: “We knew Pikachu Puppetronic was special the moment we saw fans interact with it for the first time. The initial fan reception was extraordinary, but to see that momentum continue into myths at such scale has been phenomenal. It demonstrates the power of combining worldclass licensing with genuine technological toy innovation.” eveloped under o cial license from The Pok mon Company International, Pikachu Puppetronic brings the iconic Pok mon to fans using Wow tuff’s award-winning Real technology. Wow tuff says additional production runs are now underway to support independent retailers, with further international expansion planned later this year.
Merlin Entertainments’ Minecraft World will e t e o t ec a t t e e a a dedicated to the hit video game, featuring rides and themed retail
Opening in 0 at Chessington World of Adventures, Minecraft World is a 50 million project inspired by the game’s most iconic biomes, mobs, and items. The land will feature new Minecraft-themed attractions, including a thrilling coaster, interactive adventures, blockbuilt playscapes, and themed retail and dining.
Angela Jobson, SVP of Global Brand, Merlin Entertainments, said: “We’re absolutely thrilled to be bringing Minecraft’s creativity, bold adventures, and ridiculous fun to life at a theme park for the first time at Chessington.
e a t e t e t o a e a e a manga merchandise division, announced earlier this week akks Pacific has entered into a partnership with Crunchyroll to bring an extensive line of toys, cosplay, and collectibles based on popular anime properties from streamer’s library to market.
Jakks will serve as a toy partner for Crunchyroll’s upcoming ekiro: No efeat, while also manufacturing costumes and products for Crunchyroll Anime of the ear 0 5 winner olo eveling, My ero Academia, Chainsaw Man – The Movie: Re e Arc, rieren: eyond ourney’s End, and lack Clover, with more to be announced in 0 6.
“As akks continues its expansion into anime, Crunchyroll uickly rose to the top of our list of ideal partners,” said Ariana Berman, Senior Director of Anime Division at a ac c. “With its industry-leading platform and content, Crunchyroll sets the standard for anime, and this partnership allows us to dive headfirst into a fast-growing category and connect with even more fans worldwide.”
Anna ongco Adamian, ice President Global Consumer Products, Crunchyroll added: “As demand for anime continues to grow worldwide, we look forward to working with akks to expand our consumer product offerings to bring beloved properties to life in new and meaningful ways.”
akks announced the launch of a new anime and manga merchandise division earlier this week. This deal with Crunchyroll is the first in what the company says will be a string of collaborations with leading anime brands to bring to market a wide range of premium collectibles, figures, plush, tech accessories, costumes, and role-play products.
Under a new distribution partnership, LittleConcepts will bring the Belgian toy brand’s e e e cat o a to to retailers across the UK distributor LittleConcepts has signed a distribution agreement with elgian educational toy brand Kidywolf, bringing its range of design-led educational toys to retailers across the .
The partnership expands ittleConcepts’ growing portfolio of purpose-driven toy brands and introduces a collection of highuality, thoughtfully designed products to the market. The range is aimed at toy retailers, gift stores, bookshops and concept stores seeking educational toys with strong visual appeal and premium positioning.
“We’re excited to introduce idywolf to retailers,” said e e a a e co o e of ittleConcepts. “The brand combines strong design, educational value and premium
uality, which aligns perfectly with our mission to bring carefully curated products to the market.”
ounded in 019 by two elgian fathers, Gary and Nicolas, idywolf was created with the ambition of designing toys that go beyond entertainment to inspire creativity, curiosity and learning. Inspired by their own experience as parents, the founders set out to create products that stimulate children’s imagination while encouraging meaningful developmental play.
“We wanted to create a range of fun, gender-neutral toys, driven by educational thinking, that encourage interaction between generations while maintaining a timeless and elegant design”, said Gary,
“We are delighted about this new partnership with ittleConcepts, which will allow us to introduce our products to retailers across the .” ince its launch, idywolf has expanded internationally and is now distributed across several European markets.
or eca es the toy in ustry largely e ne its core au ience as chil ren hat istinction is ecoming increasingly ui Across ma or mar ets a ults are urchasing toys or themselves in meaning ul an measura le ways an toyma ers are a a ting accor ingly
This shift was highlighted at Toy air New ork last month, where The Toy Association presented its 0 6 toy and play trends. Among the themes identified was “ orever oung,” spotlighting the growing influence of adult consumers on product development, merchandising strategies, and category growth.
According to Circana, shoppers aged 18 accounted for roughly 0 percent of total . . toy sales in 0 5, while those aged 1 represented 33 per cent. What this new data demonstrates is that what was once viewed as a niche collector segment has evolved into a substantial and diverse consumer group, including hobbyists, tabletop gamers, pop culture fans, parents, and older consumers seeking creative or social engagement.
Importantly, this consumer reflects more than just a temporary nostalgia cycle. The Toy Association’s 0 5 research found that 81 percent of parents were likely to include a toy or game on their own holiday wish list (up from the previous year), indicating continued momentum beyond the pandemic-driven surge in at-home play.
“We’ve been discussing the rise of the adult toy buyer for several years, and the data now reinforces the scale and sustainability of this audience,” said ristin Morency Goldman, senior manager of strategic communications at The Toy Association. “Consumers increasingly see play as a lifelong activity that supports creativity, relaxation, and connection.”
As the definition of the toy consumer continues to broaden, opportunities are emerging across premium releases, anniversary editions, limited runs, and cross-category collaborations designed with adult engagement in mind.
elow are several product examples illustrating how the “ orever oung” dynamic is translating into new launches in 0 6:
Mattel’s Monster igh x Wednesday Morticia Addams oll captures the iconic matriarch in eerie elegance, featuring a black velvet gown with crimson satin accents and gothic accessories, including mismatched pumps adorned with a venus flytrap and shattered heart.
unko’s The Princess iaries Pop collection brings the beloved film to life with styli ed figures of iconic characters, including Mia Thermopolis and ueen Clarisse Renaldi.
Chronicle ooks’ isappointing A rmations: The isappointing Game is a darkly humorous party game where players twist upbeat prompts into hilariously pessimistic a rmations, competing to deliver the funniest anti-positivity punchlines.
isney’s Pocket Plants eries reimagines beloved characters as charming plant-inspired figures in collectable blind boxes, blending soft colors and botanical designs to add a calming touch to desks, shelves, and workspaces.
a wares’ 6-inch I A World Cup 0 6 teddy bear plush dressed in a teal jersey with the iconic trophy logo celebrates the global spirit of the tournament, making it a fun collectible for football fans and a keepsake for the 0 6 games.
To learn more about the 0 6 trends shaping the global toy industry, visit toyassociation.org trends.
The movie, announced during an anniversary celebration for The Monsters brand in Paris, will be helmed by Paddington director Paul King
A feature film based on Pop Mart’s hit Labubu collectibles is in the works at Sony Pictures
The movie, rumours of which first came to light last November, will be helmed by Paul King, the director of Wonka and the award-winning Paddington movies, as well as noughties surrealist comedy series The Mighty ooth.
Kasing Lung (pictured), creator of The Monsters books that inspired the toy line ac uired by Pop Mart in 0 5, of which abubu became the breakout star, announced the movie earlier this month alongside ing during an anniversary celebration of the brand in Paris.
The movie will blend live-action and CGI elements, though news of a cast and plot have yet to be released.
Pop Mart’s The Monsters collectibles helped propel the company’s first half 5 6 revenues to 1.44bn, an enormous 04 per cent increase. The Monsters accounted for 34. per cent of that revenue.
The company also accelerated ts global retail roll out in the back half of 0 5, including here in the through a new partnership with The Entertainer, and a dedicated retail space in iverpool.
In October, Pop Mart opened its first store in the Middle East in partnership with atar uty ree at amad International Airport.
ustin Moon, enior ice President and COO of Pop Mart International Group, said: “ y blending atar’s rich culture with our playful characters,
“Play along at the Fence Club’s Golf Day and help raise some money for the children. This is one best value charity Golf Day’s around. ocated in the beautiful town of arrogate and only costs £95 per person. It includes Golf ees, breakfast bap, lunch bap and snacks followed by a three course evening meal. ou do not need to be a member it is open to anyone, and any type of golfer. Play on your own and be allocated to a team or put in a team of four. if you need to stay the night we have a special price of £110 for B&B at the White Hart Hotel”.
Curious Universe has appointed Dennis Maatz as Key Account Manager, supporting the company’s continued growth in the German market and across Europe.
ased in the company’s German o ce, ennis will work alongside Arnim Westendorf, Sales Director –International Markets, helping to drive the continued expansion of Curious niverse’s presence across German-speaking markets, Central Europe and beyond, with a focus on growing retail partnerships and sales across the company’s product portfolio.
growing the company’s broader product categories.
ennis brings more than 10 years of experience in the toy and children’s sectors and extensive knowledge of the Germanspeaking markets.
ennis was most recently enior National Account Manager at Moose Toys, where he helped drive multi-millioneuro growth across grocers and discounters, including idl across Europe, and led the nationwide launch of Mr. east ab across more than 8,000 Edeka and Netto stores.
The appointment complements Curious niverse’s ongoing partnership with Intertoy, a leader in international sales and marketing within the toy and gift industry. While Intertoy continues to support toy distribution and international market development, the expanding German o ce will focus on building relationships with retailers and
“I am delighted to be supporting Curious niverse in our expansion in Germanspeaking countries and Europe and helping to strengthen our market position” said ennis Maat . “I am looking forward to working with a growing and highly talented team and a very exciting product portfolio.”
Curious Universe can be contacted on sales@curiousuniverse.co.uk
Tapping into the trends for kidult collecting and bag charm culture, the new Fuzzballs range includes Crystal Art Bag Charm and Scroll Kits Craft Buddy is introducing a new wave of character-led craft collectibles with the global launch of its u balls Crystal Art ag Charm and croll its.
aunched on 1 March, the range brings the fast-growing webcomic creation by Marc ach into a handson, creative format that taps into the growing trends for kidult collecting, bag charm culture and personality-led design.
Gary Wadhwani, Co-Founder of Craft Buddy, said: “The u balls range is a perfect fit for our collectible craft portfolio. lending kidult collecting, bag charm culture and meme-inspired personalities, the range captures the charm of u balls through playful, personality-led designs”
The range reimagines the much-loved u balls characters as sparkling accessories that fans can create themselves. The collection features six Crystal Art ag Charm its, each showcasing a distinct u ball personality from sleepy and snack-obsessed to gaming mode or delightfully chaotic allowing customers to crystallise their favourite character and clip it onto bags or accessories as a fun, expressive finishing touch.
Expanding the range further is a Crystal Art croll it (40 x 50cm), offering a bold, display-led format that brings together the wider u balls world in one standout design.
Initial trade response has been highly encouraging, with retailers recognising the strong crossover appeal of the range across collectibles, accessories and creative craft categories.
The launch is supported by a multi-channel marketing campaign, including TikTok activations, social media content, a dedicated web launch, e-shot programmes to both trade and consumer audiences, and a series of competitions.
The record sum raised through ticket sales, a a act t a e a ct o a a c a o at o e e t e o Foundation’s charitable causes
More than $1 million was raised during the US Toy of the Year Awards in February through ticket purchases, awards activity, ra e participation, auction bids, financial donations and sponsorship. Nearly 00 toy and play professionals, including Toys n Playthings, attended the celebration at ier ixty in New ork ity last month. Their generosity will support The Toy Foundation s efforts to distribute toys and fund play pro ects for children in need around the world.
A record-breaking seven presenting sponsors - Amazon, Hasbro, Jazwares, Mattel, MGA Entertainment, Ravensburger, and Spin Master and Melissa & Doug - each took the stage to emphasise the importance of play in children s lives, especially during challenging times, and encouraged the industry to engage philanthropically. The Toy Foundation also extended its thanks to the T T vision sponsorss. At the heart of the toy industry is a mission to place the oy of play into the hands of children everywhere, and The Toy Foundation is proud to channel the industry s shared philanthropic purpose to give back in an extraordinary way,” said amela Mastrota, executive director of The Toy Foundation. e are deeply grateful to the companies and individuals who supported the T T Awards. The more than 1 million raised will translate directly into comfort, healing, and oyful moments for children who need it most.
All T T Awards proceeds will fund The Toy Foundation s Toy hest program, which collects and distributes the industry s toy donations.
As well as appearing in the exhibition, Bandai Gunpla models are also available to purchase within the museum’s retail space Bandai’s Gundam exhibition at the ritish Museum exploring the myths and identities of apanese samurai warriors.
ringing together objects and digital media from national and international lenders, the amurai exhibition, which runs until 4 May, includes Gundam as a prime example of how apanese storytelling, design and heroic archetypes continue to influence today’s global pop culture.
As part of the showcase, Gunpla (Gundam Plastic Models) represented within the museum retail space, with selected kits available to purchase and a model
on display. The presence reinforces the brand’s growing cultural relevance.. “Gundam is rooted in apan’s rich design and storytelling heritage, and being featured within the ritish Museum’s amurai exhibition is a proud moment for the brand,” said ack turman, ead of rand at andai. “Presenting Gunpla in such a respected cultural setting allows us to reach new audiences and showcase the depth behind the franchise.
“As we continue to invest in expanding the footprint of Gundam and Gunpla, initiatives like this reinforce the brand’s position.”
e e co ect o o te ce a a a o a a e t a a et o e themes, creative contents and pack formats
This year, Hunter Price International will launch a host of new stationery, craft and activity sets for rayola, featuring an enhanced range of creative tools to explore hands-on imaginative play.
Crayola Neon arrives in the market later this month with new themes, creative contents and pack formats, including a range of glow in the dark and neon-coloured creative craft sets, from foil arts activity cases and sticker folders, to velvet art box sets and more.
Allana Holmes, Commercial Director at Hunter rice, said: e re building on a really successful year for our award-winning rayola ranges and looking to continue that success in the U as well as expanding our rayola market share globally. The next ranges arriving this pring are rayola s ute olourful and ool olourful collections including a wide range of creative activities. orts announces K o emon unters wheele toy range
e ce e a e et t o e to e ac o e coote a acce o e ate t ea
MV Sports is launching a dynamic licensed wheeled toy range inspired by et hit movie
KPop Demon Hunters
The wheeled toys specialist will introduce a coordinated programme of junior bikes, scooters
and accessories, bringing the bold, music-driven aesthetic of Pop emon unters to retail in 0 6.
Dave Poulter, Managing Director of MV, said: “We’re extremely excited to partner with Netflix on Pop emon unters, a property with clear cultural momentum and strong crosscategory potential. or us, this is about combining entertainment impact with product credibility. We see real opportunity to create standout wheeled lines that resonate with today’s audience and support our retail partners with something fresh and differentiated for 0 6.”
The initial launch collection will feature character-driven graphics, vibrant colour executions and impactful detailing aligned closely to the o cial style direction. The programme has been developed to deliver strong shelf presence while maintaining M ’s focus on uality engineering, safety and accessible price points. Produced by Netflix, Pop emon unters blends high-energy music, action storytelling and striking visual identity, offering strong appeal across kids, tweens and family audiences. M ’s range will translate that distinctive look into entertainment-led wheeled products.
“We’re seeing
Ann-Marie Edwards, Category Manager Toys at The Very Group, winner of the Online Excellence Award at this year’s TIA’s, spoke to retail editor Claire Turner about the continuing growth of the kidult market, digital waiting rooms for new collectible launches, and which licenses are set to soar in 2026
Ann-Marie, what’s your professional background, and what led you into the toy industry?
I’ve worked in retail for more than 20 years, with 17 of those spent at The Very Group. During my time in the business, I’ve worked in various merchandising roles across a range of categories, before moving into toys in 2020. I fell into the toy industry by chance and it’s a sector I’ve loved ever since.
What’s a typical day like for you at Very?
A typical day for me starts with the school run and of course a coffee Hybrid working means we’re in the o ce as a team three days a
“Retro and nostalgic brands have been an emergingtrend forafewyears, which has led tothekidulttoy themereally pickup
Ann-Marie Edwards, Category Manager Toys, The Very Group ”
week – every day starts with trade updates and then everything after that is completely unpredictable
How has business been over the past 12 months, and which categories or products have performed particularly well?
Despite a competitive retail market, we’ve continued to see steady improvements in our retail sales trends. We’ve seen a particularly strong performance within our home category following strategic investment over the last 12 months. Looking at toys specifically, we had a record-breaking Black Friday and Christmas period, which is testament to our teams focus on creating a range which our customers love.
Congratulations on winning the Online Excellence Award at this year’s Toy Industry Awards. What does this win mean to you and the team?
I’m so proud of the whole team for this award win It’s recognition from the industry and testimony to all the hard work we put in throughout the year to collaborate with our partners and deliver excellence for our customers.
How would you describe your toys range?
Our overall toys range is curated based on what we know our customers and their families love, and is heavily focused on big brands and key licenses to strengthen our position as a department store. We work closely with our suppliers and licensors to maximise our virtual ‘shelf space’, pulling together cross-category stories for our customers to shop in one place.
How do you discover and select new products?
We combine supplier insights with the knowledge of our in-house trend experts’ to curate a product range which we know our customers will love. Plus, we attend trade shows –including London Toy Fair – as they’re a great way to create excitement about upcoming seasons.
What key toy trends or crazes are you seeing for 2026?
From a trend perspective we are seeing the abubu-es ue themed craze continue with key rings and bag chains being a massive part of newness coming. Retro and nostalgic brands have been an emerging trend for a few years, which has led to the kidult toy theme really pick up and this is something which continues to grow.
What are your current bestsellers – and have there been any unexpected hits?
Lego is continuing to be a big brand for us – it’s a timeless name that offers creativity for all ages. It was our best-selling range in January, especially high price-point lines which are targeted at adults. The standout was the Snow White & Seven Dwarves house.
Outside of Lego, our biggest success and surprise has been Care Bears.
From a personal perspective my favourite toy from the past is Barbie – I have fond memories of my Barbie House and Barbie Horse. I also used to have a massive collection of keyrings and keychains, so it’s funny to see that as a big trend with my daughter (and in the market ).
Last half term I visited the Barbie Dream experience with my eight-year-old daughter, which featured a life-si e arbie ream World filled with real life ream Camper, ream Wardrobe, pace Rocket, finishing with a massive Dreamhouse, complete with slide. The s ueals from all the children (and some adults ) was absolutely delightful to hear. My daughter loved dressing up in each themed room and grabbing every photo opportunity. I even found the Western Fun Barbie from my childhood – so nostalgic and emotional.
We’re seeing adults increasingly buying nostalgic toys for themselves, and that’s exactly what the Care Bear brand brings: nostalgia.
We’re also seeing high demand for Pokémon, so much so that we’ve started to introduce ‘waiting rooms’ when new launches come out
What new ranges are you especially excited about right now?
The whole team is super excited by the much-anticipated flow of new launches from the KPop Demon Hunters franchise. More broadly, as our customers start thinking about getting their gardens ready for the summer, we’ve introduced new outdoor play centres which include new trend colours.
How do you promote and market your business?
From a business perspective, our Flamazing Flamingo brand assets
“We work closelywith oursuppliers and licensors to maximise ourvirtual ‘shelfspace’, pulling together crosscategory stories for our customers
Ann-Marie Edwards, Category Manager Toys, The
Very Group
are now synonymous with the Very brand. This creative is featured across all of our media touch points including our AW25 Toys campaign: MUST Have. Outside of marketing activity, our team are active on LinkedIn sharing our successes both from a team point of view, and wider business perspective
Looking ahead, where are you loo ing to e an your offering and what newness are you excited to begin stocking?
We’re hoping to grow our exclusive products as this has been a big driver of our growth over the last few years. I’m excited for new licensed product launches such as KPop Demon Hunters and Toy Story, as we know our customers will love these. We also have some exciting ideas to launch new products for A/W26, so watch this space
Ensuring ever y playtime essential is Retail Ready for little hands.
Our full suite of Retail Ready ser vices includes:
Relabelling
Barcode and price labelling
RFID tagging & verification
Kitting and gift-set builds
Metal detection
Quality control inspections
PAT Testing and Retail/marketplace compliance
Consumers’ growing preference for fast, convenient, one-stop-shopping is accelerating a trend of expansion across the toys and games market. Stuart Greenfield from Advanced Supply Chain (ASC) looks at why this is placing pre-retail logistics in the spotlight.
The Entertainer delivered growth of more than 20% in 2025, a year when it also announced its biggest ever range refresh, introducing 200 new products. The Independent toy retailer has also significantly increased its dropship range to over 4,000 lines.
Last Christmas saw expansive product ranges at Smyths Toys, while Argos unveiled brand new toys and games launches. Meanwhile, the ongoing revival of Toys ‘R’ Us continues to be defined by a wider assortment of SKUs, as well as the opening of new stores.
Increasing the size of product ranges is helping retailers to better compete with the variety of marketplaces, which appeals to evolving shopping habits. However, expanding the choice and availability of SKUs, whether through dropshipping or centralised fulfilment models – or both - can risk bottlenecks and errors, as well as causing issues with stock availability and speed to market. As a result, retailers and their suppliers are looking to fine-tune pre-retail logistics to improve efficiencies and streamline processes.
Pre-retail logistics is a crucial part of supply chains, where products are prepared for sale. The biggest challenges during this stage typically involve deliveries, quality and labelling. Too often, products fail to reach retailers on time, in the correct quantities or in the right condition and format.
Non-compliant orders create f rustration throughout supply chains, as goods are unnecessarily moved about to fix issues. This increases the risk of delays, out-ofstock situations, missed sales opportunities, customer dissatisfaction and avoidable vehicle movements and supply chain mileage.
Overcoming pre-retail problems requires greater automation, digitalisation and connectivity. This often starts with something as fundamental as labelling. When ASC is brought in to review supply chains, we often find there’s still a huge reliance on manual processes. Paper-based stock logs and hand-written labels are still common in warehouses and distribution centres, mainly because operatives move about so much.
Digitalising and automating labelling speeds up workflows and removes errors caused by illegible handwriting. With the right technology, labels can be printed on demand, with templates configured to match each retailer ’s specifications. This ensures all the required information is correctly displayed on-pack, boosting compliance and eliminating issues caused by non-compliant orders.
Automated labelling also creates a strong foundation for better connectivity and data accuracy across a supply chain. In ASC fulfilment centres, for example, mobile, touchscreen kiosks connect directly to a web-based supply chain management system. As soon as data is entered and labels are printed, information is shared in real time to support enhanced carton tracking and stock inventory visibility.
Increased connectivity allows deliveries to be consolidated, reducing vehicle movements, cutting supply chain mileage and minimising the risk of delays. Ultimately, these steps help ensure orders reach retailers in the right format, first time. Products arrive in a ‘retail ready’ condition, enabling faster time to market and reducing packaging waste. Strengthening pre-retail processes helps create the ability to move a higher volume and variety of goods efficiently and effectively reducing packaging waste. Strengthening pre-retail processes helps create the ability to move a higher volume and variety of goods efficiently and effectively. find out more about optimising pre-retail logistics to get products ‘Retail Ready’ og retail lo g pre-re misin t optim about more
out m log -re p im ut o e a t nd
Banba Toymaster has come a long way since opening as a second-hand bookshop in 1945. Today, the ublin institution spans two floors and 1 ,000s ft of toys and games - and has been named Independent Toy Retailer of the Year (single store). General manager Maurice Doyle tells Clare Turner how the shop has evolved while staying true to its independent spirit
Maurice, you’ve been in the toy trade for nearly four decades. What led you into toy retail to begin with?
By accident. A friend of mine had an interview at the shop and on the bus ride into town he got cold feet, so I took his place and got the job. I thought I’d give it a go for a few months. That was October 1984.
Can you share a brief history of the business?
Banba was set up in 1945 as a second-hand book shop. It was just before the end of World War II and there was a paper shortage, so there were very few new books being printed. The original Mr. Fitzpatrick (father of current owner
We were instrumental in helping to set up Toymaster as a brand in Ireland ” “
Ciaran Fitzpatrick) saw a gap in the market, allowing people to come into the shop and buy, sell or swap their unwanted books for a small outlay.
Soon after, there were seven small shops in the business, all in or around Dublin city Centre and out in the suburbs. Shortly after, it was decided to sell a small range of pocket money toys, which over time expanded into a great range of toys, jigsaws, and board games.
Fast forward to the 1980s and home computers were starting to become affordable, so we started selling Sinclair Spectrums, Commodore 64s and Atari home computers. We were instrumental in helping to set up Toymaster as a brand in Ireland and, with 16 other independently owned toy
shops, helped make Toymaster what it is today.
Now Banba Toymaster is based on Mary Street in Dublin City Centre, which is one of the busiest shopping streets in Ireland. The store is approximately 12,000sq ft of fun and games, on two floors.
It wasn’t until the second Covid lockdown that we decided to set up an online store. Surreal times indeed. I remember driving into town, being waved past checkpoints (the Guards got familiar with the van) and one time a Guard, pointed at the van and shouted to his colleagues to “let him through, that’s Santa’s Little Helper”, all the while wondering if this is the way it’s going to be.
I also recall being in the shop with
just a couple of fellow staff answering calls from customers who would buy items over the phone. We would take their credit card numbers and the items would be handed out to them from behind closed doors. Ciaran and I would then pack our vehicles and personally deliver parcels around Dublin in the afternoons.
Oh, how things have changed. Our website now accounts for about 20% of our sales and business is growing year-on-year, with parcels sent across Europe and further afield. We also notice that a lot of expats in places like Australia, New Zealand, and parts of Asia use the website to buy toys and games for family back home in Ireland.
Congratulations on winning Independent Toy Retailer of the Year (single store). How did you and your team feel when you heard - and what makes your business award-worthy?
We were absolutely delighted to receive this award. It’s the result of a lot of hard work from all our staff in keeping the shop well merchandised, and creating a welcoming atmosphere where customers feel free to browse
and shop, and have any questions about our stock answered knowledgeably.
What advice would you give someone starting out in toy retail?
Join a group like Toymaster, buy small and often, and keep those costs down. Know your customer and know your product. Be prepared to work hard - and then work harder. And be prepared to play hard - and then play harder. A sense of humour is a must!
The shop is well laid out and merchandised, and we have great support from suppliers regarding in-store displays and other POS materials. Our Lego section is huge, and we get a lot of customers sent down to us from the Lego Store in Grafton Street, on the other side of the city, when they’re looking for something that they don’t have in stock themselves.
How would you describe your product range?
It’s expanded greatly over the past few years. As an independent, we must be different from the multiples. Where they mostly carry the most popular items in a range, we tend to carry the whole range - or at least a vast amount of it. Take, for example, Sylvanian Families, where we have 1 9 different items in stock at present.
We work with all the key suppliers such as Lego, MGA, Mattel, Hasbro,
Spin Master, Character Options, and Asmodee - and the list goes on.
How do you discover and source new products?
We normally hear about new products from reps and agents first. owever, the likes of TikTok and other social media platforms are playing a very important role in informing us of new trends - and sometimes creating demand for products that wouldn’t have been possible only a few years ago.
As
an independent, we can decide quickly to give something a try and if it works, great - but if it doesn’t, we can move quickly to clear it
” “
Any favourite shows, and what do you like about them?
Toy Fair at Olympia is important to us as we get to see what’s new for the coming year and catch up on the latest trends.
But my favourite is the Toymaster Show at Harrogate. It’s less formal and allows us to talk to other retailers about what’s happening across the board in our businesses.
We first joined Toymaster in 1985. Central billing is one of the great benefits of being a member, along with TIMS [Toymaster Information Management System]. Most of the information that a retailer needs to operate is on TIMS.
All the supplier information is available at the click of a mouse. The forum also allows members to
product performance, and any other subject for that matter.
What criteria do you use when selecting products?
Besides carrying core and standard products, we need to be strategic about differentiation. As an independent, we can decide quickly to give something a try and if it works, great - but if it doesn’t, we can move quickly to clear it.
We stock a huge range of board games and jigsaws, and our diecast range has been expanding over the last couple of years. We’ve built up a loyal customer base, with customers coming to us and guiding us towards new ranges.
Another example is WWE and AEW wrestlers. Some of our staff are avid collectors of both, and we’ve built up a huge range. We now get online orders from across Europe for these. Who would have thought that a local toy shop in Dublin City Centre would be selling toys to Norway, Finland, Croatia and other parts of the world?
How do you merchandise products?
It’s vitally important that everything in the shop is merchandised correctly. We try to use audio-visual displays where possible, and we get a lot of help from suppliers regarding POS so that we can make a display stand out.
Which categories are performing best?
Generally, collectibles are doing well; Sylvanian Families Woodland Surprise, Hot Wheels die-cast, Fugglers, NeeDoh, Blokees, and for anyone not stocking Jigglets - get them quick. We’ve sold huge amounts over the past couple of months.
Any surprise hits or unexpected success stories?
Jigglets. It would be a sin to sell out of these.
How do you promote the store?
We’ve started to use social media more over the past year and have plans to set up a YouTube channel soon.
Any upcoming plans or news for the business?
Just general housekeeping. The building is over 100 years old and there’s always something that needs to be done to it.
What does a typical day look like for you?
How has business been over the past year?
Business has been tough and footfall in general in the city has been down slightly. The online world has made it a lot more convenient for people to sit at home and buy something, rather than sit in tra c or pay for parking or walk through the rain to get what they want. Also, with a lot of o ce workers working from home, this has had an effect during lunchtime trading.
What do you enjoy most about your role?
One of the more enjoyable things about my job is when customers become regulars. It’s always nice to hear parents tell their children that they used to shop here when they were kids.
One of the more enjoyable things about my job is when customers become regulars ” “
So far this year, it’s been cold, wet and miserable ut seriously, the first thing I do when I get into work is check with the online team to see if there were any problems with fulfilling any of the orders from the previous night. Then I check my emails and reply to them.
Usually, when reps and agents make appointments, they’ll take up most of the morning. But apart from that, the day could lead anywhere. Sometimes it’s going to the warehouse to get stock, helping to merchandise some shelves, or checking off deliveries that have arrived - more often than not unexpectedly.
What’s the most rewarding part of your job
It’s always nice to receive recognition for a job well done. For example, winning Independent Toy Retailer of the Year. It was a good boost for everyone in the shop and the challenging part is to maintain and improve on the standards that we have set ourselves.
Sheamus, the Irish WWE wrestler, always pops into the shop when he’s home to say hello to the staff because he knows how much they like the wrestling (and we always look after his mammy).
I also enjoy the shows and meeting up with people that you don’t get a chance to meet more regularly.
And least?
Having to deal with shoplifters or groups of young teens who think it’s okay to abuse shop workers.
What were your favourite toys as a child?
My favourite was Linka. I spent long hours pouring plaster into rubber moulds to build walls, doors, and window frames, and then glueing them together to build a castle, house or farm building - so I could create a scenic display around the train set that my brother would never let me near. He’s an accountant now – serves him right.
What are your current favourites?
I enjoy going through the Hot Wheels and the Mini GT models when they arrive and having a look at the detail involved in their manufacture.
When do you and your team have the most fun at work?
We generally all get along and try to have a bit of banter with the customers and each other all the time. After all, it’s the toy trade we’re in - it’s not brain surgery.
Educational and STEM toys provide a double whammy of value, bringing entertainment and learning together in one neat package. As parents seek more from the toys they buy their kids, leading suppliers say the category is set for a strong 2026
With household expenses continuing to rise, consumers are seeking more value from every purchase – and toys are no exception. While fun and entertainment factors remain important, parents and gift-givers
are seeking more from the toys they buy, primarily their ability to help educate, promote key skill building, and introduce children to fundamental STEM principals.
Liz Ireland, founder and Managing Director of Bigjigs Toys, says that educational play “continues to be one of the most important drivers within the toy industry, as parents, educators, and retailers increasingly seek products that combine fun with meaningful learning outcomes”.
“As the demand for STEMfocused play grows, products that blend creative role-play with clear developmental milestones offer strong shelf appeal,” she adds. “These
“Our unique selling point is centred around education and supporting children’s learning around the National Curriculum
”Sophie Taylor, Brand Manager, LeapFrog
updates prove that when you make playtime count, everyone wins… from the buyer looking for value to the child discovering the magic of numbers for the first time.
Amy Harbour, Head of Licensing and Commercial Partnerships at the Science Museum, agrees.
“Parents, grandparents and gift-givers are increasingly looking for products that combine play with genuine learning, especially those that make science feel exciting, accessible and relevant to children’s lives,” she says.
STEM and educational toys are the strongest performing toys in the museum’s licensing programme, which is also reflected in the sales in the museum’s retail spaces”, she says. The range has grown in
2026 with two major releases, the tonies Discovery Crew range and the Science Museum geological kits with British Fossils, which joined its existing lighting and material science collections.
“These ranges showcase how playful learning can be delivered in different formats: engaging audio storytelling that sparks imagination and hands-on geology kits that introduce children to the natural world,” Amy says.
Blue Marble has seen its STEM ranges deliver strong year-overyear performance. The company’s growing portfolio of licensed products includes National Geographic, National Geographic Kids, and NASA brands, alongside a brand-new launch with Barbie.
“We are forecasting strong growth this year,” says Jared Wolfson, CEO, Blue Marble.
Each product in the Blue Marble portfolio is designed to make scientific principals digestible for young minds, while ensuring real learning is fun.
“For us, it always starts with the experience we are providing out of the box,” Jared says. “We know we are competing with dollars across many different types of toys, so in order to win the sale, our products need to deliver fun, on top of a
trustworthy educational learning opportunity. e also spend a lot of time thinking about ageappropriateness and developmental fit. Aside from providing great play, our T M and STEAM toys come with engaging and easy-tofollow educational content and learning guides, tailored to the specific age segment each respective toy has been crafted for, whether early learners with lockaroo and National Geographic Kids, or kids and teens with National Geographic, arbie, NA A and Tie- ye otz.
How do you develop the educational content of your products?
Amy Harbour, Head of Licensing and Commercial Partnerships at the Science Museum
“We have an exceptional foundation to build on. The Science Museum has been creating and designing s ien e ontent s e i ally for hildren ever sin e o r rst hildren s gallery o ened in ver the de ades e ve re ned a very lear a roa h to a ing s ien e layf l i aginative and relevant and that sa e ethodology is a lied to every rod t e develo ith licensees.
“For example, when working with tonies on the ne is overy re a dio advent res o r rators and e erts olla orated losely on the story develo ent a ing s re ea h advent re introd es hildren to ey s ienti ideas in the ost engaging ay i e ise for the ne ritish Fossils kits, our expertise helped shape how geology is resented so that it feels hands on exciting and accessible for all ages.”
LeapFrog, known for delivering real educational value across its range, ensures its products align with the topics children encounter at school. It’s a real point of difference that parents and gift-givers appreciate and can easily identify with, says Sophie Taylor, LeapFrog’s Brand Manager.
“We are forecasting strong growth this year
”Sophie Taylor, Brand Manager, LeapFrog
“Our unique selling point is centred around education and supporting children’s learning around the National Curriculum, endorsed by research that stated 96 per cent of teachers recommend LeapFrog to parents,” she says.
The brand’s products are
developed and designed by a team of in-house learning experts in the US. Each is trialled multiple times with children to observe learning and play patterns, and refine the final result.
“Each product is then localised in the UK to specifically align with the National Curriculum, ensuring aspects like phonics are
correct
for the country,” Sophie says.
“LeapFrog also collaborates with external bodies for their Magic Adventures range with institutions such as the BBC and NASA to enhance learning through video and images.”
[sub head] Parents willing to pay a premium
Both the inherent and perceived added value educational toys bring to playtime means parents are often comfortable spending more.
“Judging by the LeapFrog Magic Adventures range, which are positioned at higher price points and particularly popular for gift giving for Christmas and birthdays, parents and gift-givers are willing to spend more on products for enhanced educational value,” Sophie says.
That starts, first and foremost, with shelf appeal and communicating the benefits in-store.
“We highlight our educational products in-store through multiple touchpoints. Packaging features quotes from LeapFrog learning experts, alongside a “96% of teachers would recommend” endorsement sticker to build trust,” Sophie adds. “We also use STEAM
labels to clearly identify STEM products, helping customers easily distinguish toys specially designed to support learning with educational content.”
ared says that while research suggests that STEM consumers, whether parents, grandparents or gift-givers, may be slightly less price-sensitive”, delivering a great experience is paramount.
Consumers know when they are getting value for money – and they certainly know when they are not, adds Amy: alue for money is essential, but so is ensuring that families feel they are taking home something meaningful, whether that’s a fun slime experiment, a Pocket Tonie audio adventure or a geology discovery kit.
“We have also seen that some parents and gift-givers are able to invest a little more when they feel confident that a product delivers genuine educational value,” she says. “That’s why we put such emphasis on ensuring clear, tangible learning benefits in every item that carries the Science Museum STEM badge.”
Licenses play a pivotal role in this category. Institutions like the Science Museum, and beloved media brands like National Geographic provide a level of trust and an expectation of quality.
“We know that brands like National Geographic and Barbie communicate premium
value, credibility and
trust to consumers,” Jared says. here we spend a good deal of time and effort, is packaging, creatively conveying the experience a child is going to have when they rip the package open at home. Our balanced approach to educational benefit and play value gives us the ability to convey both messages effectively in a relatively small amount of on-package real estate.
Appetite for educational and STEM toys looks set to rise, and with a wealth of product innovation still set to hit the market in 2026, leading suppliers expect a strong year.
“We anticipate continued growth across the category,” says Amy. “Parents are becoming more discerning about educational value, and retailers tell us they are prioritising ranges that deliver substance
As the demand for STEM-focused play grows, products that blend creative role-play with clear developmental milestones offer strong shelf appeal
Liz Ireland, founder and MD, Bigjigs Toys
as well as fun. Our STEM badge helps meet that need, providing reassurance that every product has been through a rigorous process and delivers meaningful science learning. With more families seeking toys that support curiosity, creativity and core skills, we re confident that this momentum will only strengthen over the next 12 months.”
ared agrees, saying: e do expect ongoing category growth and will continue to invest in bringing products to market that deliver high quality, engaging, screen-free play experiences, says ared. lue Marble stands proudly behind our products and are grateful to have the privilege of delivering great toys to kids and families all over the world!”
ORCHARD TOYS
01953 859539
sales@orchardtoys.com
Independents: orders@kayes.co.uk www.orchardtoys.com
r hard Toys a ard inning line of ed ational ga es is loved y arents teachers and children, making them a st have sales o ort nity for retailers e to r hard Toys line of est selling ed ational ga es for is ive ittle s a f n rst o nting oard ga e ased on the o lar n rsery rhy e ive ittle s ith easy to nderstand ga e lay it also introd es re school children to turn taking, social skills, and colour matching – as ea h d fa ily is dressed in different right olo rs
lso ne is l ha et ingo an al ha et the ed ingo a tivity ased on traditional ga e lay for hildren fro three years ith fo r ays to lay it e tends learning and lay val e as the ga e an evolve as the hild s on den e gro s fro si le i t re matching, through recognising letters, to mixing pictures and letters for an added challenge.
n the rrent rod t line at h and ell is r hard Toys est selling lang age and litera y ga e ai ed at hildren aged fo r years l s t s a f n rst reading and s elling a tivity that en o rages hildren s letter re ognition and ord building. Magic Maths is an exciting and spellbinding game that makes maths and sums magic for children aged ve to seven years layers ta e t rns to solve the s s and ll their oards ith y y s ell ingredients fro or infested a es to brains and bogies!
Educational products are at the core of what igjigs Toys produces. For 2026, the company has continued to invest in refreshing its TEM-inspired ranges to ensure children build core skills through engaging, screen-free interactions, from early numeracy to complex problem-solving.
A standout in this category is the new Shop Till, reimagined to bring everyday maths into the heart of imaginative play. This wooden playset encourages children to explore numbers and basic financial concepts in a practical way that feels like a real-world transaction. With its scanner, calculator-style buttons, and a drawer full of play money and credit cards, little shopkeepers can scan items and total up purchases just like the grown-ups The addition of a conveyor belt and bagging area with brown paper bags adds a layer of realism that sparks deeper social interaction, helping children develop counting, addition, and reasoning skills naturally.
That same focus comes to early STEM development with the updated Scales. Designed to introduce the fundamentals of weight and measurement, these scales allow young chefs and shopkeepers to weigh out wooden fruit and vegetables before they hit the shopping trolley. The design incorporates a clear conversion table that shows the relationship between grams, kilograms, and pounds to add an extra educational element without compromising on play value.
01235 555545 trade.sales@vtecheu.com leapfrog.com
Both the ho ill an the cales are cra te rom res onsi ly source certi e woo ensuring they meet the environmental e ectations o mo ern amilies
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Sustainability remains at the core of these updates as igjigs expands its educational portfolio. oth the hop Till and the Scales are crafted from responsibly sourced C-certified wood, ensuring they meet the environmental expectations of modern families without sacrificing the durability required for years of play and learning. y using eroplastic packaging and testing to the latest EN 1 and REAC regulations, we are ensuring that the educational toys of today are protecting the planet and the next generation. For retailers, these educational staples remain a dependable category that performs consistently year-round.
In LeapFrog’s distinctive educational style, the Magic Adventures range continues to soar in popularity in its seventh year. Tested and endorsed by 96 per cent of teachers across the UK, the range is perfect in supporting children’s learning about the world around them, alongside the school national curriculum. Venture into a world of learning with the Magic Adventures Globe. Using the stylus on the 2.8” LED screen, children can experience new places, languages, cultures, animals and habitats at their fingertips. uilt into the 10” spinning globe, features over 100 high uality C photos and videos to provide five hours of better understanding of the world around them. The Globe also includes three games to aid children’s learning and memory retention. Providing invaluable teaching about Earth in an incredibly interactive play pattern, the Magic Adventures Globe remains a firm favourite within the eap rog range. Kids can focus in on nature with the Magic Adventures inocular Camera, real interactive binoculars for budding nature enthusiasts to get out into the world and learn about animals and plant life from their own back garden and beyond. It features a flip-up screen with 340 built-in C images and videos, and 0 facts about flowering, plants, animals and more. Children can capture their discoveries day and night with the built-in camera and 10x optical zoom feature. With the Magic Adventures Telescope, young astronomers can focus on the Moon at night or nature during the day. This real telescope has a 110x optical zoom and, in true Magic Adventures style, includes over 100 NASA videos and images on the 2.4” screen. Kids can explore astrology, the planets and more, before testing their knowledge with games and the Cosmic ui .
Designed by LeapFrog’s in-house learning experts, each product in the Magic Adventures range is packed with educational content and hours of interactive fun to equip children to extend their learning beyond the classroom and into real life.
After the Magic Adventures brand saw an uplift in sales for 2025, LeapFrog plans to media advertise the range for another year in autumn/ winter 2026.
GALT (PART OF THE JUMBO GROUP)
0161 428 9111
salesuk@jumboplay.com jumboplay.com
s de and for T ased toys ontin es to gro alt art of o ro is reinfor ing its o it ent to ed ational lay ith its h loved s ien e ranges for The dated loo not only enhan es visi ility on shelf and online t also highlights the strong learning redentials that have ade oth ranges favo rites ith arents ed ators and yo ng s ientists ali e
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The Galt Science range remains a cornerstone of early years STEM learning, encouraging young children to develop curiosity through sensory play, problem-solving and creative exploration
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nderstanding ean hile the i oni Horri le ien e as seen on i layer range re eives an energeti a aging overha l that a t res the rand s signat re i of h o r riosity and onderf lly gr eso e e eri entation The ne designs feat re n hier gra hi s old ty ogra hy and stri ing i agery that ring s ienti on e ts to life
BLUE MARBLE
+1 541-708-6739
sales@thinkbluemarble.com thinkbluemarble.com
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Ta en together the National Geographic range has real shelf a eal for retailers and gen ine re eat lay val e for fa ilies a strong o ination for STEM products designed to earn their la e at ho e
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THE SCIENCE MUSEUM
sales@britishfossils.co.uk
britishfossils.co.uk
The Science Museum has expanded its licensed product portfolio with the launch at Spring Fair 2026 of an exciting new range of Science Museum Discovery Sets, developed in partnership with British Fossils.
Designed to inspire curiosity across generations comes an exciting new range of Science Museum Discovery Sets, developed in artnershi ith ritish ossils The ve rod t olle tion rings together a thenti geologi al s e i ens s ienti accuracy and handson discovery, creating a compelling new proposition for licensing, gift and educational retail.
& KOSMOS
a e t a e a o o co thamesandkosmos.co.uk
Thames & Kosmos continues to tap into the growing demand for STEM toys that put learning through play front and centre. Its range of science and engineering kits is designed to spark curiosity, giving children the chance to e lore ho things or in a hands on engaging way.
This uniquely curated range includes the Fossil & Mineral Discovery Set, Break Your Own Geode Kit, Fossil Collection Kit, Mineral Collection Kit, and Gemstone Collection Kit. Each product has been carefully crafted using genuine fossils, minerals and gemstones sourced sustainably from around the world, supported by educational information that aligns with the Science Museum’s mission to ignite curiosity and deepen s ienti nderstanding
Carrying the trusted Science Museum STEM badge, the range provides retailers and consumers with the assurance of s ienti rigo r and ed ational val e ith a rising de and for STEM inspired products in both toy and gift markets, this olle tion offers li ensees a o erf l o ort nity to eet consumers’ appetite for meaningful, educational experiences.
The rod ts o ine dis lay ready resentation ith s ienti ally gro nded ontent The ossil ineral is overy et offers a ide i of real s e i ens a tivity aterials and learning booklets that demonstrate how fossils form, how minerals grow and why gemstones shine. The Break Your n eode it rovides an i ersive hands on o ent of discovery, enabling users to crack open natural geodes and reveal the crystal formations inside, supported by clear safety tools and a essi le s ienti e lanations
The three premium collection kits, Fossil, Mineral and Gemstone, each present 15 genuine specimens complete ith identi ation g ides offering an e erien e that a eals equally to adults, collectors, families and science enthusiasts. From the spiral forms of ammonites to the violet hues of a ethyst every ite in the range tells a ni e arth s ien e story.
Covering everything from chemistry and physics to simple mechanics and coding, the range caters to a wide age group. Younger children can get started with the Kids First line, which introduces early STEM concepts through playful builds, while older children can dive into more detailed kits that explore real orld ideas li e energy a hines motion, and environmental science.
hat sets Tha es os os a art is its focus on doing rather than just reading. These are products that en o rage hildren to ild e eri ent and g re things o t for the selves whether that’s constructing a model, running a simple experiment, or solving a practical challenge. It’s a style of learning that feels much closer to play, while still supporting key skills like ro le solving and reativity
As interest in educational play continues to grow, Thames & Kosmos offers a range that alan es f n and learning, helping children build on den e hile dis overing T in an accessible and enjoyable way.
ith ne lines s h as or es otion and Energy, additions to the established Essential Stem range such as The Thames & Kosmos Rock Tumbler, for budding geologists, and The Thames & Kosmos Digital Microscope for those who like to see the world up close, 2026 is proving to be a strong year for STEM.
Overall, the STEM category for Thames & Kosmos will be going from strength to strength in 2026 and beyond.
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RAINBOW DESIGNS
01329 227300 sales@rainbowdesigns.co.uk rainbowdesigns.co.uk ain o esigns tho ghtf lly o ines eloved story oo hara ters ith r osef l lay ased learning to ring a to h of agi to early years develo ent reated for the yo ngest learners ea h rod t en o rages hildren to e lore dis over and gro at their o n a e s orting ey develo ental ilestones thro gh hara ter led lay
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UNIVERSITY GAMES AND LAGOON
0207 254 0100
www.university-games.co.uk
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01903 885669
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To appreciate how children today play, you first need to understand the forces that shaped them. The Insights amilies framework identifies four defining influences on Gen Alpha, which we call the our Cs’. They are CO I , Content, Connection and Climate. This generation experienced disruption in its formative years grew up with screens as entertainers, educators and nannies is a year or two away from coming of age as touchscreen natives who treat AI tools as everyday utilities and has developed values awareness from a remarkably early age.
The result is a cohort that was not merely born into a touchscreen world but is being raised entirely within one. The expectations of creativity, progress and social connection have been formed by mobile connected ecosystems, and those expectations now travel with them into every experience, including physical play. et just as this generation is within touching distance of adulthood, the regulatory and cultural mood shifts. creen time restrictions are tightening, social media age verification is being enforced, parents are pushing-back against low uality content and schools are banning devices from their
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Physical playis receivinga second look from families who,justafew years ago, were content to let a screen do the entertaining AdamWoodgate, VPResearch Solutions,The InsightsFamily
premises. or the toy industry, this creates a genuine opening. Physical play is receiving a second look from families who, just a few years ago, were content to let a screen do the entertaining. The challenge, however, is substantial toys must now deliver what digital experiences have long promised: progress, mastery and a sense of authorship.
The lifestyle of brand relationships begins far earlier than some in the industry may appreciate. or children age three to five, parents are the decision-makes, the gatekeepers and the first introducers of new brands and content. The Insight amily’s
Parents Insights for eptember 0 5 to ebruary 0 6 across 8 territories within EMEA reveals educational value ( 8 ) and fun ( ) lead the purchase drivers for parents with 3-5 year olds. This is followed by value for money, problemsolving potential with safety and uality rounding out the picture. At this age imprinting begins, and discovery of something new is predominantly word of mouth, with friends ( 4 ) and parents ( ) the most influential sources. Advertising on television and ouTube still play a key role, but conversation remains the most powerful mechanism for new ideas. Winning at this stage means winning parent approval first.
As children move into their primary school years, a meaningful shift occurs. Peer influence begins, attachment to characters and franchises intensifies and children start expressing identity through their play choices. chool, which accounts for around 6 hours of time on weekdays, and thus readily shapes daily culture more powerfully than any algorithm. riends determine what becomes popular, with cultural moments spreading through classrooms and corridors before they are amplified online. What makes this cohort particularly fascinating is the way their lives organise around distinct passion ecosystems. These are not rigid silos children move between them fluidly. nderstanding them matters enormously for any brand seeking a foothold with children this age.
Among girls six to nine, our analysis of hobbies, passions, peer-to-peer conversations and out of school activities identified four ecosystems. The first is built around creative expression, which encompasses arts and crafts, imaginative play, dancing and drama, with cinema and shopping providing the physical locations where this identity is reinforced. A second ecosystem centres on social friendship, shaped by spending time with friends, outdoor play and clubs. The third is the character and retail licensing loop, in which media characters translate into toys and fashion, which in turn fuels play and sharing before cycling back into media again. The fourth is a hybrid physical and digital culture where girls move comfortably between screens and real-world activity, with characters and franchises serving as the bridge. rands such as luey, arbie and isney’s Princesses don’t just occupy shelf space they travel with girls across the ecosystems they inhabit, from the dance class to the shopping
centre to the television screen in the living room.
oys of the same age organise themselves around three parallel worlds of sport, gaming and action franchises. The gaming ecosystem offers the clearest illustration of how these worlds function in practice. A boy plays video games, watches ouTube content around those games, attends play clubs where the same titles are discussed, visits cinemas and theme parks connected to the same franchises and ultimately ac uires toys and merchandise that extend the experience into the physical world. The loop runs from ouTube through games to toys and merchandise and back again, with characters, such as those from Minecraft, Mario and Pok mon serving as the connective tissue throughout. Critically boys’ playground conversations reflect what they do together, as opposed to what they passively consume. ootball dominates at 10 , gaming at 9 , with school anchoring these conversations at 4 . or brands this is a significant signal entry into boys’ culture re uires participation in activity, not just presence in content.
The preteen years represent the point at which screen competition is most acute. y ages ten to twelve videos about gaming ranks as second most consumed genre on ouTube (31 ) behind music videos. On weekdays this cohort spends about 4 hours on screens in their limited discretionary time, compared to 50 minutes playing with toys. creens win here because they deliver three rewards simultaneously: fast progress through levels and achievements, instant social interaction and reliable
The Insights Family is the global authority for real-time market intelligence on the amily Economy. The company owns the world’s largest independent and continuous dataset on kids and parents, empowering brands, agencies, and IP owners to capture the attention of family audiences and drive measurable commercial impact through data-led decision-making. or more information, t t e t a co
entertainment re uiring no set-up. Any toy seeking attention in this window must compete on at least two of these three dimensions. Crucially, successful play at this age moves from the toy play through a gameplay moment, into content creation, then social conversation, and back to play again. Toys that facilitate this loop, rather than existing outside it are the ones that sustain engagement.
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Characters matter more than categories, and the strongestIPis that which can travelacross a child’s changing ecosystem AdamWoodgate, VPResearch Solutions,The InsightsFamily
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or the oldest Gen Alphas (ages 13-15), brand choices begin to function as signals of who they are. ideo games and football are dominant in boys’ conversations, while girls focus on school, music and fashion trends. oth groups are navigating overlapping pressures around real world competences and social belonging. The brands and products that speak to these pressures (confidence, expression and a sense of belonging within fandom) are the ones most likely to earn discretionary spending.
Across Gen Alpha, several truths emerge with marked consistency. Parents are never fully out of the picture from preschool gatekeepers to entertainment co-pilots among ages six to nine. They even remain influential purchasing forces well into adolescent years, and products designed with the whole family in mind tend to outperform those targeting the child alone. Characters matter more than categories, and the strongest IP is that which can travel across a child’s changing ecosystem rather than being fixed to a single moment in their development. Gender remains a valuable lens, not as a rigid divide, but as a reliable guide to the ecosystems, conversations and passions that shape purchasing behaviour at each stage. Perhaps most significantly, school playgrounds have not been replaced by social media feeds as the primary engine of cultural distribution among this age group. It remains the place where new content is discovered, trends are validated and play choices are made social. or any business producing toys, entertainment or licensed products for children, understanding that playground conversation and what drives it, who shapes it and which characters sit at its centre is the most valuable intelligence of all.
This year, Disney Lorcana is giving fans – known as Illumineers – even more ways to collect, play and share moments with “the friendliest, most welcoming community” in TCGs. Ryan Miller, Co-Designer and Senior Brand Manager, Disney Lorcana shares what’s in-store from the brand for fans and retailers in 2026
Ryan, Lorcana had a great 2025. How do the team feel about where the brand is headed for 2026?
We celebrated our second anniversary, and our team has continued to grow into one of the finest groups of talented professionals I’ve ever had the privilege of working with. It was a truly fantastic year for us, our fans, and Disney Lorcana – and 2026 is already on track to be even better!
e kicked off this year with, hands down, the biggest thing we’ve done with Lorcana since we launched: the Festival of the Arts at Epcot. Over 165,000 folks from all over the world were introduced to the world of Lorcana as they quested, traded, and made memories at a fantastical month-long event.
I was able to attend opening weekend and it was such a goosebump-inspiring moment. We’ve got many more exciting moments planned, I wish I could talk about them!
What sets Lorcana apart from the other TCGs on the market – both from a fan perspective, and for retailers?
The number one aspect, and I can’t stress this enough, is the wonderful community of fans that has grown
around this game. I’ve been in this industry for over 25 years, and I can say that the Disney Lorcana community is the friendliest, most welcoming community I’ve ever had the honour of being a part of.
Speaking of community, it would hardly be possible without the
“With Wilds Unknown bringing Pixar into Disney Lorcana TCG… it’s a great time to get onboard and bring new people into your store
”Ryan Miller, Co-Designer and
Senior
Brand Manager, Disney Lorcana
core hobby stores supporting it. I got my start in this industry in retail, and the hardworking folks at those shops will always have a special place in my heart. One of our goals from the beginning was to bring new people into these wonderful places, and from what we’ve heard, that is working.
The biggest set releasing this year is Wilds Uknown. What makes this set such a tentpole for 2026?
ilds Unknown is the first set to feature isney ixar characters. e first met with the great folks at Pixar over two years ago, and they have been incredible collaborators in bringing their amazing characters and stories into the world of Lorcana. Wilds Unknown features Pixar’s Toy Story and Monsters Inc., and there are more Pixar characters to come.
You’ve also trialled the collection quest format in the US and are bringing that across the Pond. What makes it such a unique experience?
Collection quest is our answer to the question, “Can we make an event for collectors that is as fun as our events for players?”
Each collector is given a quest card that lists several specific cards they must find to complete it. They are also given some number of packs.
complete their quests. Once completed they get a reward such as a promo card or more packs.
They are really fun events because no gameplay knowledge is needed, so folks who may not be interested in the game can still enjoy collecting and trading. You also see some really touching moments, as they will often continue to trade after they’ve completed their own quest, just to help out others. We love collection quest, and are looking forward to getting it out into more venues in the future!
For retailers yet to stock Lorcana, what makes 2026 a good time to start doing so?
ver since first got into tabletop gaming, I’ve always marvelled at hobby game stores. With Wilds Unknown bringing Pixar into Disney Lorcana TCG, we feel like there will be many more new folks seeking these stores out, so it’s a great time to get onboard and bring new people into your store.
What are prerelease kits?
They’ll open their packs to see
if they got any of the cards they need, but then the fun really starts. They’ll work with other collectors
at the event to trade and
TCGs are very complex products, with lots of different aspect to them. One potential pitfall is trying to do too much too soon and having the whole game suffer as a result. We think with the launch of Pixar characters, this is the perfect time to add prerelease packs, as we’re sure to be welcoming lots of new Illumineers to the fold. The packs themselves are really fun to open, as you’ll get six packs of the new set, as well as one of six different promo cards. For the retailers, it’s a great exclusive product that will drive folks right to their stores.
ONE FOR FUN
sales@oneforfun.com | www.oneforfun.com
ASMODEE
01420 593593
info@asmodee.co.uk
www.asmodee.co.uk
talian rainrot Trading ards and - op tars hotocards are bringing a fresh twist to the TCG category by drawing directly on the internet trends and music fandoms that dominate kids’ attention today.
The - op tars hotocards range taps into this craze by combining traditional collectible cards with interactive digital content. Each pack contains six large photocards featuring different -pop stars. uilt into every card is a code that unlocks an exclusive choreography tutorial, allowing fans to learn the dance moves themselves and recreate performances at home.
Inspired by the viral Italian Brainrot meme phenomenon that swept TikTok and nstagram in 2025, the talian rainrot Trading ards range transforms the surreal online trend into a playful collectible format aimed squarely at kids.
The trading card range translates that distinctive style into a series of collectible cards featuring bizarre creature designs, colourful artwork and humorous character concepts.
SPIN MASTER
01628 535000 | spinmaster.com
A new era of fright is coming to the tabletop with a thrilling new horror trading card game property, ellbreak. pin Master and Universal roducts xperiences are partnering on the T G, created in tandem with the legendary game design team at Ghost Galaxy.
ellbreak celebrates the world of horror in a fast, bloody, competitive and highly collectible TCG that is sure to enthral and terrorise fans and players.
The gameplay revolves around the idea of a Monster andbox, an arena in which fan-favourite characters from horror history fight to the bitter end. The initial card set will feature a stunning array of Universal ictures characters that encompass genre-defining classics, icons of horror s late 20th century resurgence and visionaries who continue to shape fear for modern audiences.
ellbreak is slated for a global launch this autumn, with additional details on gameplay, artwork, character factions, and collector editions to be revealed in the coming year.
Fantasy Flight Games has launched the seventh expansion set for the hit trading card game Star Wars Unlimited: A Lawless Time. Moving away from the schemers and officials of ecrets of ower, this latest set dives deep into the galaxy s underbelly, spotlighting daring heists, fearless outlaws, and the criminal masterminds who pull the strings. Released in March to coincide with the game’s second anniversary, A awless Time introduces game-changing mechanics that will force players to rethink their entire strategy. For the first time, cards will feature two primary aspects. These powerful additions, like the new an olo unit, offer massive strength but require precise deckbuilding to master. And a brand-new token type enters the fray, allowing players to stockpile and spend Credit tokens to pay resource costs, allowing for explosive plays and high-stakes investments.
investments.
cards, showcasing characters from
playstyle rewards
The set features over 260 new cards, showcasing characters from seven different teams across the tar ars saga. layers can take control of the Outer Rim with abba the utt and manipulate the Underworld with Credit tokens or lead the rebellion from the shadows with a new Leia rgana, whose playstyle rewards players for diversifying their deck’s aspects.
From the Great it of Carkoon to the players will
From the Great it of Carkoon to the aimyo s alace, players will explore iconic locations and recruit legendary outlaws to their cause.
Peter Jenkinson, deeply embedded inkidult cultureand founderof aptlynamed TheKidults, shareshis thoughtson theriseof adult nostalgic spend,how adult fandomsare dictating whatthey wantto brands,and howheaims tocapture thepremillenium spiritathis newevent KidultCon thisOctober
We’ve all seen the hugely positive data and growth analysis of the kidult category over the past few years. The numbers have been creeping up, kickstarted by the rapid growth of the board game scene, a plethora of specialist venues for those mad about Meeples to the more casual, all coming together, finding a mutual interest in social, real life, sitting together: oldschool play. Absolutely a catalyst for the introduction of the word kidult is anniversaries of classic films, a resurgence in music of a previous era, a rise in vinyl sales, and toys from decades past re-introduced with just a modicum of updates and alterations. All these factors and more beside have brought the term kidult into the vernacular.
The term was first used back in the 1950s by TV execs to describe grownups who watched kids’ TV shows. There were early apprehensions from some quarters about the term itself. Some wanted it to be a little more zeitgeist, a more obvious descriptor – suggestions mooted included Rejuveniles and Adulescents (thanks, but no thanks). Kidults it is, embraced by the media and even attracting more than those after a nostalgic nod and simpler times: Generation Alpha are in the mix for some gear from yesteryear. Working in the media space lauding the arrival of the kidult, shouting about all the
admiration for MCM Comic Con and UKGE at the NEC is real, but we’re not looking for that vibe at all.
We’re apprehensive to talk about KidultCon as a stroll down memory lane as it sounds pedestrian, and the energy our event will bring is far from that pace. We have our eye on TV and music, which from our largely pre-millennium recollection is that slightly chaotic fun: the high-energy of presenters, seemingly nonsensical segments that were highly entertaining, low-on CGI and high on gunge. It is the IRL interactions of these people on our screens we really want to bring alive.
All the fundamentals point to sustained future growth, too. We’re seeing brands outside the toy, game and collectible space eyeing opportunities. Far more than just toys, games and collectibles - where innovation to attract their spend has been spectacular with playthings that cross generations and spark conversations - we’re seeing strong plays from brands outside our toy-osphere. From fashion houses to food and drink manufacturers, to travel and home furnishings, there’s a gold rush to grab some of this spend.
We’ve seen collaborations such as Crayola and Clinique, Pokémon and Le Creuset, and Candylabs with Saint Laurent. Creativity is out of its box, the limitations of licensing gone. These are much more collaborative plays.
We set up The Kidults in late 2024.
established brands breaking cover with new development teams eyeing the rise, Hasbro with Pulse, Mattel and Creations, with Lego leading the charge across its Icons portfolio, we’ve seen some jaw-dropping stuff. And these largely evergreen spenders are pushing the UK toy market - some say given it a lifeline of late - into growth territory not seen in a while.
Maintaining these levels is the challenge. One is by growing adult fandoms: a sub-category of the kidult once seen as niche, nerd or even a bit “strange” is being targeted subtly by brands to offer real connection and belonging. From fragmented fans they’re now a real force and, to an extent, dictating what they want.
With all this in mind, KidultCon seemed like a good back-of-a-vapepacket idea when we mooted it, our first thoughts being how a good day out for kidults might look. There are so many grown-up playgrounds across the UK - Flightclub, Puttshack, and Faire Game to name but a few – so there was no point trying to recreate those. By a similar token, our
From the cars your parents had when you were a kid, to the BMX you always eyed, coin-powered arcade cabinets, early iterations of Mario in his original kart, tape-decks and DJ mixing classes, appearances from unsung TV stars (a Grange Hill pop-up classroom in the planning), a Live Ready Steady Cook, trading posts and live music from yet to be named legends that’ll leave you with an earworm the rest of the day.
It will be a place where visitors are invited to just wander, interact, have some chats, make connections. Our aim is to make you smile once you get in and that grin to remain until the Phantom lan flinger chases you out.
This is KidultCon.
It clearly isn’t niche; we’re in a fullblown cultural and commercial wave. The real question isn’t why bother, it’s how big we want to make it. We’re into a market much more than just sentiment, it’s high disposable income and emotional purchasing. People aren’t just buying stuff they’re buying memories.
Our Flux capacitator is on standby and we’re growing out our mullet cut in preparation for this October event in ondon, give us a shout and find out why you should be part of the ride: peter@the-kidults.com.
Resilient, time-tested and keenly priced, arts and crafts lines never go out of fashion and with the rise of social media crafting trends, the category is set for a strong 2026
Arts and crafts lines have always remained consistent, strong sellers for retailers, less affected by trends, keenly priced, and with time-tested play patterns that both kids love and consumers of all ages understand.
For KidAntics, the category remains “one of our most reliable and resilient categories,” says Managing irector arah Clark. “ or independent retailers in particular, it offers strong margins, compact merchandising and consistent year-round demand, all increasingly important in a more challenging retail environment,” she says.
“At KidAntics, we are seeing strong performance across accessible, well priced creative ranges that deliver uick wins at retail. Avenir continues to perform well with thanks to its broad age appeal and strong margins, while Mier Edu offers a slightly more educational proposition that’s resonating strongly.
ooking ahead to 0 6, we expect continued growth driven by entry level impulse craft items, compact, easy to merchandise formats, collectible creative ranges, and premium gifting crafts with strong shelf appeal.”
For Bigjigs Toys, the category bridges tactile play and developmental learning, both core to the brand’s identity and products.
“Historically, this sector has shown incredible resilience while other categories fluctuate with tech trends, the desire for analogue creativity only grows,” says i Ireland, founder
“While other categories fluctuate with tech trends, the desire for analogue creativity only grows
Liz Ireland, founder and MD, Bigjigs Toys
”and Managing irector of igjigs Toys. “ ooking ahead to 0 6, we forecast a continued surge in consumable creativity, aka products that allow for repeatable play or result in a functional, highuality end product. With our expanded distribution reach, including 4M and Tiger Tribe, we are positioned for significant growth, anticipating that 0 6 will be the year when maker’ culture fully hits the mainstream toy aisle.”
i identifies “mindful making and TEAM-led crafting” as two of the category’s most impactful trends, with a shift to products that offer a “sensory, process-driven experience”.
“We are tapping into this through the sensory appeal of Tiger Tribe’s uper Clay, which offers a uni ue air-dry texture that is incredibly satisfying to manipulate,” she adds. “ urthermore, our partnership with 4M allows us to blend science with art, offering kits like Mould Paint or Crystal Growing that re uire both artistic flair and scientific curiosity.” ocial media is also shaping what kids want – and how they discover new products. hareable content has become a “key driver” says arah, with “trends emerging uickly and visual content playing a huge role in influencing purchasing decisions”.
“ or independent retailers, this presents a real opportunity,” she adds. “Craft products that demonstrate well online are particularly effective at generating engagement and driving in-store demand.
“We’re also seeing growth in collectible
How is the growing kidult market impacting the arts and crafts segment?
“The “kidult” trend has certainly influenced our strategy, particularly in how we select and market our distribution lines.
We’ve noticed a clear appetite among adults for projects that offer a screen-free reset, so we intentionally design our own creative kits and select products from our distribution brands, 4M and Tiger Tribe, that feature a sophisticated aesthetic and highuality finish”
Liz Ireland, founder and M , Bigjigs Toys
“We’re seeing crossover appeal in ranges such as Avenir, particularly fashion-led and crochet focused kits, that appeal beyond traditional toy age groups. or retailers, this presents a strong opportunity. Arts and crafts products can now sit comfortably across toy, gift and lifestyle categories, helping retailers maximise space and attract a broader customer base. This shift is influencing how we select and position products, with broader age positioning, strong gifting appeal, more premium presentation and cross generational marketing.”
Sarah Clark, MD, KidAntics
creativity, where ranges encourage repeat purchase and ongoing engagement. We feel that sustainability also continues to influence buying decisions. At idAntics, we are actively reducing single use plastics, increasing C packaging and focusing on more responsible materials.”
And igjigs is leveraging these platforms to better demonstrate what its products offer – and far more effectively than static box art.
“A prime example is our Tiger Tribe uper Clay videos on TikTok, which have performed exceptionally well by tapping into the visual and auditory satisfying trends (A MR) that dominate the platform,” says i . “ y showcasing how easily these materials can be transformed in short-form video, we remove the fear of the blank canvas’ for consumers and drive significant engagement and brand trust.”
info@paladone.com paladone.com
Say hello to Just Dough: a creative compound designed to turn everyday play into a soothing sensory experience. Created especially for children, Just Dough combines tactile fun with gentle aromatherapy, encouraging creativity and confidence during screen-free playtime. The range offers retailers on trend arts and crafts supplies with a high margin, perfect for tapping into the growing demand for extra-sensory activities. All products listed below are available now and ready to ship across the UK and EU.
BIGJIGS TOYS
Made from high quality materials and completely gluten free, the soft and safe creative compound transforms classic modelling into a delightful arts and crafts experience. Lightly infused with scents such as lavender, chamomile and vanilla, the dough gently enhances focus and relaxation while children sculpt and design their creations. The ust ough Character Packs invite kids to build charming characters and colourful creations. Each kit includes 34 g of rice dough, three tools, press in features and an instruction booklet. esigns range from sweet animals like cows, chickens and bears to a ingy green alien and other uirky personalities. estive kits are also available, featuring a Christmas tree, gingerbread man and snowman. or open ended crafting, ust ough tubs are available in two packs and eight packs, with each tub holding 113g of compound.
orders@bigjigstoys.com
www.bigjigstoys.co.uk
Choose between the calming Soft Elegance palette or the bold Vivid assortment to create a variety of eye catching creations.
are available across the range, making shelf-ready merchandising quick, simple and efficient for retailers. For stores with limited shelf space, Paladone WeCool also offers dedicated FSDU options, including free-standing units and end-caps, designed to maximise shop-floor impact as well as shopper engagement. As POS merchandising continues to evolve, these eye-catching, curated displays provide a proven way to boost visibility, drive impulse purchase and increase sell-through in a fast-moving collectibles category.
The resurgence of creative crafting remains a powerful driver in the toy market, particularly as children seek ways to personalise their world and express their uni ue identities. igjigs Toys is embracing the global bag charm trend that has taken Gen Alpha and Gen by storm through the newest additions to its distribution brand, Tiger Tribe. Tiger Tribe’s latest ag Charm its offer a creative twist on this movement, allowing kids to step away from mass-produced accessories. A perfect example of these popular creative toys is the lueberry ubble Tea ag Charm it. esigned for the younger crafter (ages 6-9), this kit shrinks the popular boba trend into an adorable little keepsake. With this crafting kit, children can develop their creative skills and imagination, getting stuck into the tactile process of mixing the clear Magic Glue compound, adding scented blueberry boba’ balls, and decorating the mini cup with stickers. The result is a sweet-scented, professional-looking charm that gives children a massive sense of accomplishment without the high price tag of buying a premade bag charm. or older kids looking for a more textural challenge, the luffy og ag Charm it (ages 8-1 ) taps into the cosy crafting’ aesthetic. sing a jumbo pipe cleaner, children learn to sculpt a rainbow-coloured puppy from scratch. The kit is packed with extra personality, including glittery acrylic cupcake charms and pretend gummy bears, allowing for a level of customisation that encourages independence and pride in their work. It’s a clever way to build fine motor skills and patience, resulting in a multi-layered accessory that stands out on any school bag.
these kits tap into a viral social media trend hile offering the shelf appeal of a complete, all-in-one activity.
JUST PLAY uksales@justplayproducts.com
ust Play’s licensed arts, crafts and activities range from Tara Toy offers families endless creative fun and play.
This collection will soon expand to include Disney Pixar Toy Story items – just in time for the release of the new film Already, the animation franchise is one of the biggest in history - both in terms of box o ce performance and consumer products – and these creative additions will help mark this exciting new chapter for the beloved property.
The specifics of this new offering are strictly under wraps, but families can expect fun new lines and cool character crafts. These lines will be available alongside existing Tara Toy favourites, including the Moana 2 jewellery making sets, Disney Stitch My Own Creativity Case, and kits inspired by Disney Tim Burton’s The Nightmare Before Christmas, Disney Princess and Disney Frozen.
CHARACTER OPTIONS
0161 633 9800 | sales@charactergroup.plc.uk | character-online.com
0161653 1306 | home@hunterprice.co.uk hunterprice.co.uk
This year, Hunter Price International will launch a host of new stationery, craft and activity sets for Crayola, featuring an enhanced range of creative tools to explore hands-on imaginative play.
Crayola Neon arrived in the market in March and includes a range of glow in the dark and neon coloured creative craft sets, from foil arts activity cases and sticker folders, to velvet art box sets and more.
The next ranges arriving this spring are Crayola’s Cute & Colourful and Cool & Colourful collections including a wide range of creative activities. Kids can bring to life their own gem art, pour and swirl sand art kits, giant activity sheet, and unwrap the fun inside the sticker kits and craft surprise box.
will also continue following its successful launch for the latest back-to-school season. The range includes the Crayola Foodie Friends ImagiPals, a reusable surprise ball that doubles as a character’s home, which won the gold award at the recent Independent Toy Awards. Hunter Price will also debut a lineup of collaborative Crayola products created with iconic partners including Hot Wheels and Sonic the Hedgehog, bringing even more energy and character to the range.
Kids will soon be able to create their own badges, thanks to Character’s all-new Giftie Badge Maker! Design it, make it, gift it with Giftie Badge Maker. Launching in summer, this DIY badge making kit comes with 50 badges for children to easily create their very own badge designs. Choose favourite pictures to make badges or design personalised ones for added creativity. Simply draw or print the badge designs, press to make them, then wear or gift the finished badges
Character Options’ 2026 portfolio is support by substantial PR and marketing campaigns.
This fun, affordable badge maker kit allows kids to create giftable, personalised badges for their besties. Use badge creations to accessorise clothing and bags, pin them to the front of cards and more The item launches with the Giftie Badge Maker App that will allow users to source and download design templates, as well as allowing creators to upload their own photographs to design and print bespoke picture badges.
CRAFT BUDDY
craftbuddyltd.co.uk
Craft Buddy launches its spring/summer 2026 award-winning Crystal Art formats with over eight new product launches and brand extensions.
EPOCH MAKING TOYS
0208 049 1377 | sales@epochmakingtoys.com epochmakingtoys.com
Aquabeads kicked off 2026 with the launch of its new neon beads, available in two new sets - the Neon Bead Pack featuring 800 beads in eight vivid neon colours, and the Crazy Monster Craft Kit. With 700 beads in 27 colours, crafters can make radiant coloured monster creations, using the keychain attachments to show off their monster pals.
Also new for spring is the Aquabeads Unicorn Nail Designer Kit. Part of the brand’s popular Nail Studio line, it comes with 40 different magical unicorn themed nail designs which can be created using just water and worn several times over. In addition, the new Aquabeads Barbie Nail Refill Kit featuring 30 designs in iconic pink Barbie style, is a perfect extension to the Barbie Nail Designer Kit.
Continuing to innovate, summer will see Aquabeads launch two unique 3D style sets. The Ice Cream Party Craft Studio will come with 800 beads to create colourful 3D ice creams and other sweet-themed creations. It will also include an ice cream bead dispenser pen, ice cream shaped storage container, cones, keyring attachments, and a host of cute toppings to add the perfect finishing touch. The Mickey and Minnie 3D Ice Cream Craft Kit, featuring cool 3D ice creams inspired by the iconic mouse will also be available.
Other new sets joining the line-up later this year will be Mega Bead Collectionwith 2,400 beads in 30 different colours, the kit will include all the exclusive beads to Aquabeads including neon, watercolour, shiny and star beads. The Barbie Craft Carry Kit designed for craft on-the-go, will include 700 beads to create Barbie herself as well as multiple other themed creations which can be used to personalise the hot pink carry case. Plus, One Piece, Kirby and Disney Princess Keychain Craft Kits, will allow fans to create favourite characters from each license to hang from their bags.
DJECO
+33(0)143540177 | export@djeco.com
trade@craftbuddyltd.co.uk
New partnerships with Sanrio (Hello Kitty) and Hasbro (Peppa Pig) further strengthen the character portfolio, alongside established licences including Care Bears, Warner Bros., Disney-Pixar and Star Wars.
Fuzzballs, the fast-growing webcomic phenomenon launched globally in March, featuring six Crystal Art Bag Charm Kits and a 40 x 50cm Scroll Kit.
Art line-up includes eight Buddies Kits, four Bag Charm Kits, two Card Designs, two Scroll
launches globally in May with The
The Hello Kitty and Friends range builds on Pompompurin’s 30th anniversary and strong demand for character-led collectibles. The Crystal Art line-up includes eight Buddies Kits, four Bag Charm Kits, two Card Designs, two Scroll Kits, a Secret Diary and a 4-in-1 MegaKit. The award-winning Crystal Art Sticker Album format launches globally in May with The Hello Kitty and Friends. Additional blind bag sticker packs are also available.
Additional blind bag sticker
Crystal Art Junior, featuring bigger gems for smaller hands, expands with Peppa Pig and includes Crystal Art Junior XL Buddies Kit showcasing the arrival of baby Evie, whilst George’s hearing aid features within the Crystal Art Junior Kit.
The Harry Potter Crystal Art Pin Badge collection builds on Craft Buddy’s award-winning 2-in-1 blind bag format with 16 character and icon designs, combining collectability with wearable and displayable features.
The DIY Mosaic Masks kit invites children to step into a world of imagination where they can design and personalise their own masks. The activity is simple and engaging: children decorate the masks using the included materials, adding patterns, textures, and colours according to their imagination. Because the masks are already shaped and illustrated, even young children can achieve impressive results without needing advanced craft skills.
Once the masks are finished, the fun continues through imaginative play. Children can wear their creations and step into the role of the character they invented.
A new ob can be life changing, both for the individual and the company they oin. ut finding the perfect fit can be a challenge. Dan Shepherd, co-Founder, Wonderful Recruitment, shares insight into the realities of modern recruitment, how best to approach the process, and how to make real impact
Hiring the right people in the toys and games industry is not straightforward. Alongside the usual macro challenges, businesses are now navigating AI, changing candidate expectations post Covid, and shifting HMRC requirements, whilst always ensuring they encourage the widest possible candidate participation from an accessibility and process point of view.
We spend our time working through these realities every day. Over the past few years, a few things have become clear, whether you work with a recruiter or manage hiring in house.
Human interaction matters: For all the advances in technology, hiring remains a people decision. There is no substitute for meeting someone, understanding how they think and their approach to work. It is crucial that the person managing the recruitment knows the roles and the industry! It takes time and effort, but it is where the best hiring decisions are made.
Experience is not always where you expect it: Direct industry experience has its place, but it can also narrow the field too quickly. We can be hardwired to only see value in what we know well. Some of the strongest hires come from adjacent sectors, such as publishing, licensing or events. These candidates often bring alternate thinking and genuine skills, but can be overlooked because they are not an exact match on paper. It always makes us wince when we hear ‘transferable skills’; often these are simply ‘skills’ that are a perfect match.
It works best when everyone is aligned: Good recruitment is not transactional. The strongest results come when client, candidate and recruiter work together openly, with a shared understanding of what success looks like.
When the right individuals find the right companies, the impact is significant “ “
Staying human in a changing landscape: Technology, including AI, is increasingly part of the hiring process. Used well, it can improve e ciency and reduce time spent on administrative tasks. It cannot replace judgement. Decisions about people should always rely on conversation, context and experience.
We are also seeing AI shape how candidates present themselves. While it can help structure applications, it often leads to profiles that feel bland and generic. The candidates who stand out are those who clearly explain what they have personally done, providing specific examples of the impact their actions have.
our business. Understanding what a role actually involves, and going beyond a job description, plays a key part in the discovery of talented individuals. Taking the time to understand how a business works, its culture and its plans, makes it far easier to introduce people who can add genuine value to the organisation. Our aim is never to send large volumes of CVs, but to introduce a small number of well-matched candidates whose skills and motivations align with both the role and the wider business.
Looking a little wider, with expert guidance, often reveals talent that would otherwise be missed.
Process makes a real difference: It sounds obvious, but a clear and well managed hiring process is one of the most important factors in securing the right person. You will lose strong candidates through delays, unclear timelines or lack of momentum. A simple, structured approach delivers better outcomes.
My business partner, Dean Chance (cofounder), and I have worked in the creative and entertainment sectors, including publishing and media, hiring people and building teams. That background shapes how we operate
The toys, games and gifting sectors are full of creative businesses and talented people. At its best, recruitment is making those connections in a clear and honest way. Not filling roles for the sake of it, but supporting people to build careers and helping businesses grow. We love what we do. The best phone call we make is the one sharing the good news of a job offer it can be life changing! If you are hiring or thinking about your next move, it is always worth a conversation.
To learn more about how Wonderful Recruitment could help your organisation or support the next chapter of your career, contact dan@ wonderfulideasproject.com or visit wonderfulrecruitment.com
UK Games Expo marks its 20th anniversary this year and is expecting its biggest crowd to date. We caught up with show Director and organiser Richard Denning to learn what exhibitors and visitors can expect from the milestone show, why UKGE is a hotbed for game play testing and development, and why spending thousands on a huge dragon statue just made sense
Richard, 2026 marks the 20th anniversary of UK Games Expo, a real accomplishment. What do you have instore to mark the occasion?
We are indeed celebrating 0 shows (counting our online one irtually Expo in 0 0). This show will be the biggest ever hitting about 65,000 s m of space, probably 45,000-plus individuals and maybe 80,000 attendances over the three days. With over 800 exhibitors this will be the amongst the very largest tabletop game exhibitions in the world.
The anniversary will be celebrated by a special Museum of the Expo, which in 30 panels tells the story of the last 0 years, from its humble beginnings in a Masonic odge, through three venues, the crisis of the pandemic, and the return to record breaking shows. With lots of photos of years gone by, we hope visitors will spot themselves and enjoy the tales of our history. That will be supplemented by a panel
Who
“ ”
builds a huge dragon for the front of the show at the cost of several thousand pounds? We do, because it will
look cool
Richard Denning, Director, UKGE
on our history with some special guests and articles in the programme. Oh, and I believe there is a cake
With 2026 shaping up to be your biggest event to date, why do you think the show continues to go from strength to strength, particularly during recent times when many have struggled?
Over the last 0 years, we have followed several mantras. irstly, the show should provide something you can’t do at home: so not just a chance to play a game, but play in events with hundreds of participants, for example. Or mega games and roleplaying adventures where what is happening at your table is affected by and affects the games on other tables. Or meeting some of the great and the good from the industry and rub shoulders with them.
Then there should be far more to do than you can actually do in three days. We want people to go away knowing
there was more they could have done and come back and try and do it the year after. rom the beginning we chased and succeeded in attracting not just gamers but families and the mainstream audience.
Then there are events and features that we know will cost us money and bring in no tangible benefits, but will add value to the offering. Who builds a huge dragon for the front of the show at the cost of several thousand pounds We do, because it will look cool. In the end, you need to be careful with your budget but always include spends that will make the show fun to be at and, if you get it right, the tickets will sell.
What’s new for 2026 and what are the highlights for visitors?
I have mentioned some anniversary activities. In addition, with the exhibitor halls growing 0 per cent, we are seeing new companies attending and bringing new and exciting games and features. Games Workshop returns after an absence of a few years with a large stand, a paint and take, and tournaments. There is a new Trading Card illage run by Asmodee in all 4, showcasing their TCGs, and its very presence has attracted other TCG companies adding a lot of value for card gamers.
The ir Coates Painting Masters returns, continuing to give the show a world class competition where hundreds of painters of miniatures will enter some stunning examples of their art. The Pin Collective launched in 0 5, and returns with an increased number of participants and new pins from GE, so collectors can range the halls and pick up the pins. Old favourite areas like the amily one provide a huge range of family friendly games, and outside the ikings are camped again showing their skills.
With so many designers, publishers and suppliers in attendance, the
show is also great for in-industry networking and business. How do you facilitate this? There are a number of such activities. On the Thursday night we have a show preview in all 1 where exhibitors can bring their games and show their new attractions off to the press and media, and industry buyers and retailers. Throughout the show there is the Panda Game Manufacturing usiness and Press one in all , facilitating face-toface meetings. A universities one nearby allows design students a chance to exhibit their games.
We also run a very busy Playtest one where designers can get tomorrow’s games playtesting today and get feedback. esigners can pitch designs to publishers in the frantic activity of the speed-dating sessions, or learn more about polishing designs in boot camp and masterclass sessions. There is a popular networking event on riday night where around 300 designers, publishers, manufactures and media rub shoulders and make connections.
Many exhibitors also see UKGE as an important place to launch new product and get feedback from their core audience. How has this developed over time?
In the early years, before we got new releases, we focused on encouraging the playtesting I mentioned and asking publishers to give sneak peaks and firstplays of games pegged for a Gencon or Essen release. That meant GE was seen as a place to test the upcoming games.
Then as the years went by it happened that companies with more than one release a year, or many, started to schedule some for GE. Today, with so many new games coming out each year, having an alternate location to release
a e
our stand (3A-130) and seeing the joy that our new titles bring to visitors of the show. a
Flavien Loisier, CEO, Hachette
“UKGE 2026 will be amazing for Hachette. We are bringing our most popular games, such as Castle Combo, Tag Team, Leaders, Quoridor, Micro Macro, Shackleton Base, Gwent and so many of our new and upcoming titles, such as Zenith, Moustache, Snake Charmers, and many more.
“UKGE is a great opportunity to reconnect with the fans of our games and to remind ourselves who we are bringing games into the UK for. It is also a great opportunity for the team to come together and work in the same space. UKGE gives us the energy we need to go into the second half of the year!”
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UKGE is seen as the place to play games, help their development and progress them towards publication
Richard Denning, Director, UKGE
games appeals to many companies. The fact that we run at the start of the annual cycle of big cons is also appealing for publishers.
For games publishers who have yet to exhibit at the event, why should they seriously explore the opportunity in the future?
GE has its own uni ue dynamic that falls somewhere between Essen’s trade hall focus and Gencon’s event programme-heavy make-up. We blend those elements but gamers at GE don’t just play in events or do demos, they actively play games. Thousands can be found sitting in the open gaming places, and more still will be trying out the new games and playtesting them.
GE is seen as the place to play games, help their development and progress them towards publication. It also has a very broad spread of gaming genres and that cross pollination has always worked well for us.
With toy fair season now a waning memory, attention turns to Harrogate and the annual Toymaster May Show. We revisit last year’s event and take an early look at the new exhibitors for 2026
Spring is here, and that means the Toymaster May Show is just around the corner. Returning to the DoubleTree by Hilton Harrogate, this year’s event takes place 19-21 May, and visitors can expect the usual mix of business and socialising, plus a host of well-earned awards to recognise the very best of independent toy retail.
Each year the show plays host to top toy suppliers who support the independent trade, alongside the cream of independent toy retail. Last year saw a good mix of both Toymaster members and nonmembers, some of whom were visiting the show for the first time.
e ace o e o
a a e e t
a e , was among the first-timers. e told TnP: “I’ve been to a lot of these types of buying group events over the years for other industries, but nothing uite like this. We’re really impressed; they do look after you well. I can see why people make sure they’re here every year.”
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year – and this year will also bring fresh blood to the hotel grounds. Making its Toymaster debut this May is ifferent Toys, which launched back in January and has been busy growing its portfolio of brands.
“We’re busily working behind the scenes preparing for ffe e t o ’ first Toymaster how and we can’t wait to show members the three great ranges we are distributors for in the UK and Ireland – small foot wooden toys, licensed bubbles from ubble World and archery sets from Petron Sports,” says Sabrina Hayhoe, ea o a e a a et ffe e t o . “We have something for everyone in that product mix so we’re looking forward to having lots of positive conversations in Harrogate.”
So why does the industry hold the event in such high esteem? Amy Saunders, Country Manager UK, Just Play, who was last year named the Friends of Toymaster award winner, told us the sense of community is hard to beat.
o e e a , had flown in for the event and told us he wouldn’t miss it. “I see most of my biggest suppliers here,” he said.
The event also welcomed around 15 new exhibitors to the show last
“I’ve known many of the Toymaster members for most of my career,” she said. “They’ve always supported me and have been ama ing as we’ve been building up the Just Play business over the past few years. We really respect one
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busily working behind the scenes preparing for
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Toys first Toymaster how Sabrina Hayhoe, ead of ales and Marketing, ifferent oys
another. That’s why we always make sure to offer them some exclusives at this show, something premium and from out top licenses and brands.”
Paul Reader, the buying group’s Commercial Director, told us at last year’s show, that he believes the timing just works.
“I think the timing of the May show is perfect for everyone,” he said. “It gives you time to start to plan properly. The Toymaster show is geared up to support independent retail and the suppliers are geared up to support independent retail. o the deals and the offers are all there and I just think it’s such a nice environment.”
Toys n Playthings will be bringing you our annual Toymaster May Show preview next month, with an early peek at the products and deals exhibitors are bringing to this year’s show.
a quick
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