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 Editor 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.
It’s the mid-way point of the year when all the expectations, promises and product innovations from the January and February toy shows begin to prove out.
Certainly there are reasons to be cheerful from a retail perspective. Speaking to the many visiting Harrogate for the Toymaster May Show last month, independent toy shops have the very best class of problem to worry about, namely that demand is in many cases outstripping supply for the biggest trends.
Anything squishy and anything that resembles dumplings, of all things, are flying out the doors – and that craze-driven footfall is lifting sales elsewhere. Jane Hastings, owner of Toys, Toys, Toys, joked that customers who had popped in to ask if they had any NeeDoh were sticking around to browse the shelves and leaving with stock she didn’t even remember ordering. “You could almost blow the dust off some of it!” she said.
namely that demand is in many cases outstripping supply for the biggest trends “ ”
Speaking
to the many visiting Harrogate for the Toymaster May Show last month, independent toy shops have the very best class of problem to worry about,
NeeDoh has, of course, become the poster child of this sensory trend, and like with any craze, the copycats are out in force. Bigjigs Toys, the official distributor of the brand in the UK and Ireland, are on the case, working hard to ensure potentially harmful
Delivering Dynamic PR Campaigns in Toys, Puzzles and Games for 40 Years
Rhys Thomas
are confident the team at Netflix are taking the right approach. During what we were told was an intense pitching process, the team were looking for the right fit for each category – not just the right ticker symbol. Those who were successful in striking a deal have been given the opportunity to do what they do best, move fast, and capitalise while the movie is still hot.
Even suppliers we spoke to at the Toymaster show who missed out on securing a KPop Demon Hunters licensing deal are hopeful it performs and proves it has the legs to become a new staple for the industry, particularly given its appeal to the older age bracket who are aging out of toys younger and younger. Read our full review of the Toymaster show, with pics from across the exhibition spaces and the evening events, over on page 30.
This month our cover star is Play Tech AI, an ambitious new outfit readying the launch of its first product, the MiAi Chatbot. Managing Director Paul Clarke told us that Buddy and Tilly will bring the first truly interactive companions to the market – a mix of AI interactions, video and games content, and a walled garden to keep kids safe and secure as they enjoy the software.
“Times are changing, toys are changing, and we want to be at the forefront of product development and compliance,” said Paul. “We have spent the last 12
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
0161 633 9800
sales@charactergroup.plc.uk www.character-online.com
From the team that brought kids Sticki Rolls comes another fun toy line fuelled by entertaining content: Jelly Cakes. This creative compound collection features three layers of slime and cloud clay, which are then mixed together to create a completely one-of-a-kind non-sticky compound. What’s more, hidden inside each Jelly Cake is a mystery collectable ring, with common, rare, super rare, and ultra gold rare to be discovered. JellyBesties is Skycastles’ newest YouTube channel, which will feature an impressive line-up of famous compound superstars fronting the content, including Chillin’ With Rachel, who already has 3.82m subscribers.
Craft Buddy
0203 417 6565
trade@craftbuddyltd.co.uk
craftbuddyltd.co.uk
Craft Buddy has lined up a sizzling summer of Crystal Art launches coinciding with the season’s blockbuster slate of movie releases.
In cinemas now, the Star Wars: The Mandalorian & Grogu Crystal Art range taps into the multi-generational fanbase. The collection highlights fan-favourite characters including Grogu and the Mandalorian, capturing both young families and serious collectors.
Hitting screens 19 June, Toy Story 5 is a powerhouse for cross-generational appeal, leveraging deep nostalgia among millennial parents and kidults, alongside immense popularity with young children.
And the Minions return in Minions & Monsters 1 July. Craft Buddy’s licensed lines are ready to capture high-energy
Spice up your life
Funko
newtradeenquiries.emea@funko.com funko.com
summer holiday demand with vibrant, universally appealing creative play items.
To meet current consumer preferences for accessible gifting, Craft Buddy is highlighting its bestselling entry-level formats, specifically Crystal Art Buddies and Bag Charms. These products hit the sweet spot for impulse buys, pocketmoney spending, and high-frequency repeat purchases as consumers aim to complete entire character sets.
Launched to mark 30 years since the release of the Spice Girls’ iconic Spice album, Funko is teaming with UMG’s Bravado to bring the 90s pop sensations to its Pop! range.
Launching 8 July, the new range introduces Pop! Baby Spice, Pop! Ginger Spice, Pop! Posh Spice, Pop! Scary Spice and Pop! Sporty Spice in Funko’s signature Pop! form, each dressed in their well-renowned Wannabe outfits from the hit single.
Fans can also expand their collections with Bitty Stages: Spice Girls, offering fans miniature collectible displays to showcase their love for the iconic girl band, as well as new Pop! Spice Girls Keychains.
01869 363800 sales@ravensburger.com ravensburger.com
As momentum behind the animated sensation KPop Demon Hunters continues to build, Ravensburger adds to its offering celebrating the Oscarwinning success. From the company’s CreArt painting-by-numbers line, the recently available KPop Demon Hunters edition enables fans to recreate their favourite characters brushstroke by brushstroke.
The set includes a selection of high-quality acrylic paints and double-ended brush for precision painting. A glossy varnish top coat is included for a professional finish. The finished artwork measures 18cm x 24cm and features fan-favourites Rumi, Mira and Zoey – the set is ideal for painters from age 12.
The mindful art continues later in the year, with the introduction of the Rebecca Yarros: Dragon Love set. Available from September, the set is inspired by the global bestselling literary sensation Fourth Wing. More details to follow soon on this exciting introduction to the art aisle.
Gibsons Games
sales@gibsonsgames.co.uk gibsonsgames.co.uk
Gibsons Games has launched a new 1,000-piece jigsaw puzzle created in collaboration with the National Railway Museum, featuring a beautifully restored vintage railway poster from the museum’s world-renowned collection.
The newly-released jigsaw showcases a lively pictorial map of central London, originally created in 1938 by celebrated British artist Kerry Lee. Commissioned by Southern Railway, the artwork was designed to promote travel to
London from the South and West, capturing the excitement, accessibility and cultural richness of the capital in the late 1930s. Rich in architectural detail and playful scenes of everyday life, the illustrated map highlights London’s iconic landmarks, churches, parks, markets, railway stations and the River Thames. It also celebrates London’s vibrant programme of exhibitions, museums, theatres, sporting events and amusements.
In partnership with Warner Bros. Discovery Global Consumer Products, the LEGO Group has launched the Lego Icons The Lord of the Rings: Minas Tirith - 25th Anniversary Legacy Collection, a new building set designed for adult fans and collectors celebrating a quartercentury of The Lord of the Rings.
Designed as a striking display model, and crafted from 8,278 pieces, this highly detailed set recreates the majestic city of Gondor, capturing the towering architecture of one of Middle-earth’s most memorable locations.
To bring the build to life, the set includes 10 minifigures and the legendary Shadowfax horse figure. Characters featured in the set include Gandalf the White, Faramir, Denethor, Peregrin Took, Aragorn as King Elessar, Arwen, and four Soldiers of Gondor, along with themed accessories such as Gondor helmets,
Character Group has reported first-half profit growth and anticipates its full-year results to beat current market expectations, with strong sales across key brands.
The group delivered a robust profit before tax for the period, with highlighted items rising by 15 per cent to £2.4m -
double the group’s full 2025 financial year result. Although sales were lower yearon-year due to the impact of US tariffs, margins and disciplined cost control supported the improved performance.
Strong sales for brands such as Goo Jit Zu, Sticki Rolls, Peppa Pig, and Taba Squishy ranges, plus a strong first-half performance in Scandinavia by its fully owned subsidiary Proxy, contributed to the enhanced results.
The group anticipates full-year results to come in ahead of current market expectations. Second-half momentum is expected to strengthen, supported by a strong product pipeline, sustained margin levels and disciplined cost management.
Spin Master reported a decline in revenue for Q1, impacted by a pull forward in imports last year to get ahead of US President Trump’s ensuing tariffs.
Revenue for the three months ended 31 March 2026 was $328.5 million, a decrease of 8.6 per cent, with operating losses widening to $34.3 million, up from $22.1 million in 2025. Overall toy revenue dropped to $240.9 million, with soft
performance across key categories.
But the company said its free cash position was significantly strengthened thanks to “disciplined cost and working capital management”, and is forecasting stable to low single-digit revenue growth for full-year 2026.
Christina Miller, CEO, Spin Master is sanguine about the year ahead:
“We delivered a solid start to the year, a direct result of our disciplined execution against our core strategic priorities,” she said. “We are strategically managing our portfolio… laying the groundwork for future growth.”
Mojo Nation has unveiled the finalists for this year’s Play Creators Awards, which celebrate designers and inventors in the toy and game community that have excelled over the past 12 months.
Winners will be selected over a series of judging sessions with industry experts, before being revealed at this year’s Play Creators Awards on 23 June at London’s Under the Bridge venue within Stamford Bridge Stadium. For a full list of the finalists, visit playcreatorsawards.com.
The categories are:
Toy Designer of the Year (Sponsored by Jazwares)
Game Designer of the Year – Kids Games
Game Designer of the Year – Family Games
Game Designer of the Year – Party
Games (Sponsored by Playtime PR)
Invention Studio/Design Agency of the Year (Sponsored by Hasbro)
Inventor Relations Exec of the Year (Sponsored by Seven Towns)
R&D Team of the Year (Sponsored by British Toy & Hobby Association)
Toy Designer of the Year (Licensed Product)
Play Innovator of the Year
Unsung Hero Award
Game Designer of the Year (Licensed Product)
Debut of the Year (Sponsored by Eastar Game Manufacturing)
Rising Star Award (Sponsored by Spin Master)
Icon Award
The Entertainer cut the ribbon on its biggest store in a decade last month, its first location to open under the Toys for Less discount sub-brand.
Offering customers the chance to shop the retailer’s best-loved brands at significantly discounted prices, the huge 8000sq. ft space opened at The Galleria outlet centre in Hatfield, Hertfordshire on 30 May.
The new outlet is almost twice the size of an average
Entertainer store and will stock more than 5,000 different toys, the majority of which sell for 30 per cent less than in The Entertainer’s other stores.
Andrew Murphy OBE, Group CEO, The Entertainer, said: “While there will be further Toys for Less stores opening later this year, these are very much complementary to our 150-strong core estate and will not replace them or compete in our existing catchments.”
Seven cyclists from across the toy industry are clipping into their pedals this month for The Toy Trust’s London to Paris charity cycle.
Cyclists from Bladez Toyz, VTech, Bandai, Golden Bear, Professor Puzzle, Ginger Fox and Beyondly will start at the BTHA head office in London, heading southwards towards Newhaven, Sussex, taking an overnight ferry to Dieppe and onwards to Paris. They will undertake the 188-mile journey on 5-6 June, riding between the two capitals in just 24 hours to raise vital funds for the industry’s charity.
The Toy Trust is calling on the toy industry to donate in support of the challenge, with money raised going towards its charity partner, The Movement Centre, which works to help change the lives of children and young people with disabilities across the UK every day and now needs your help more than ever.
Visit the the Toy Trust’s Just Giving campaign to learn more and donate today.
Moose Toys has announced a series of senior leadership appointments and promotions to further strengthen its global executive team.
The leadership expansion includes the appointment of Joe Lawandus as Chief Brand Officer, and the promotion of Logan Stone to Senior Vice President, Marketing Center of Excellence, who will relocate to the US.
Other moves include the hiring of Anthony Moss as Head of Marketing Creative, and Lise Brende as Head of Consumer Insights, alongside Judy McCool as General Counsel.
Moose Toys CEO Ronnie Frankowski, said: “Bringing Joe on as Chief Brand Officer is a pivotal step for Moose as we continue to build and scale our global brand portfolio. Alongside Joe’s appointment, these leadership updates reflect the depth of talent we continue to build across Moose as our business grows in scale and ambition.”
Beauty industry executive Vincent Warnery has been appointed to the LEGO A/S board of directors. He is the CEO of Beiersdorf AG, a global beauty and personal care company which owns brands such as Nivea, Eucerin, and La Prairie, and he has more than 35 years of operational experience in the consumer goods sector.
Thomas Kirk Kristiansen, Chair of the Lego A/S Board of Directors, said: “Vincent brings operational experience and a strong understanding of how to create long-term brand value within family-owned businesses. This will be extremely valuable as we continue to build the Lego brand for future generations.”
In connection to the Lego A/S board’s annual general assembly, Fiona Dawson and Ilkka Paananen have decided to step down.
A new report launched by Spring and Autumn Fair and Faire reveals that success on today’s high street is being driven not by price, but by brand storytelling, in-store experience and community connection.
The Voices of Retail report showed that while 71 per cent of independents are stable or growing, those investing in brand, experience and customer connection, are significantly outperforming their peers.
The report also highlights significant regional variation. Areas such as Greater Manchester and West Yorkshire are outperforming the national average, while others such as Essex face continued pressure. The findings suggest that local ecosystems, where retailer collaboration, events, place-making, and local support may be playing a role in driving growth.
Craft Buddy has announced its new mission statement as the business builds on 15 years of evolution, innovation and international growth.
The company’s new north star is:
“At Craft Buddy, our mission is to inspire creativity and spark joy for all ages. Through innovation, top licences, and diverse craft experiences, we make arts and crafts accessible, engaging, and fun –connecting people through the joy of making.”
Over the past 15 years, Craft Buddy has evolved into a globally recognised craft brand, driven by its
Gibsons won a trio of awards at the Giftware Association’s 2026 Gift of the Year Awards
The winners were The Art File Classic Games Collection (Games and Puzzles category); Tales of Christmas Puzzle Advent Calendar, (Festive and Occasion category); and National Trust Puzzle Collection, (Heritage Gifts incorporating Commemorative, Collectable and Charitable category).
Gibsons Managing Director, Kate Gibson said: “Winning a Gift of the Year Award is a huge accomplishment, so we are absolutely over the moon to take home three. It’s a reflection of the care and attention our team instils into every product. We’d also like to thank the fantastic partners we work with for their trust in Gibsons to bring these wonderful products to market. 107th birthday gifts do not get much better than this!”
portfolio of ranges including Crystal Art, Paint by Numbers, Forever Flowerz and the anticipated ForLi’l Worlds August 2026. The business now operates across 40-plus countries through a diverse mix of retail and distribution channels. This global reach is supported by fulfilment operations across the UK, Germany and FOB Ningbo.
Gary Wadwhani, Founder and Director, said: “Our journey over the past 15 years has been rooted in creativity and making. This mission captures both our heritage and our future – as we continue to innovate, expand globally and inspire new audiences while staying true to our core crafters.
“As Craft Buddy enters 2026, the business remains focused on driving international growth, strengthening its portfolio of world-class licences, and delivering innovative craft experiences for a global audience.”
Golden Bear Toys sponsored and took part in the Alder Hey Children’s Charity Mascot Grand National in May, in memory of its founder John Hales.
On 15 May, the Golden Bear team stepped onto the world-famous Aintree Racecourse for the light-hearted race, with its mascot joining Alder Hey’s own Oli the Elephant.
Barry Hughes, Managing Director, Golden Bear Toys, said: “Horses were John’s passion, and of course another of his great passions was bringing joy to children through toys…
Supporting Alder Hey Children’s Charity and helping to raise vital funds will make a real difference to children and their families.”
Alder Hey Children’s Charity funds life-saving equipment and facilities, as well as other initiatives to bring a little joy to young patients.
The Toy Retailers Association has welcomed Warren Du Preez, Senior Buyer Controller at the award-winning WJ Daniel department stores, to its board.
Warren has worked in the toy industry for over 20 years, starting out as an assistant toy buyer after graduating from a medical background.
“I’m passionate about developing experiential retail within toy settings,” he said.
“Combining analytical thinking, alongside commercial acumen, has allowed me to thrive in a fastpaced, multifaceted environment and I am delighted to bring that enthusiasm and experience to the Toy Retailers Association and represent the wider toy retail membership”.
Geoff Sheffield, Chairman of the Toy Retailers Association, added: “We are pleased to welcome Warren to the board. His years of toy retailing experience, and his experience in the important department store category, will add to the wisdom of the board… And we are now also covered for any medical emergencies during our meetings too!”
Hasbro and Formula 1 have teamed up to launch a special F1-themed edition of Monopoly, launching 15 July.
Billy Lagor, President, Toy and Games at Hasbro, said: “We’ve reimagined the classic Monopoly experience through the lens of F1: the circuits, the rivalries, the relentless pursuit of the podium, to create something that feels authentic to both worlds.”
Monopoly Formula 1 Edition invites players to race around every location on the racing calendar, battling for championship points and wins. Players choose their favourite Formula 1 team and race their helmet tokens around the board’s central track, competing to win the Monopoly Grand Prix.
Hamleys also unveiled a new window display on Regent Street showcasing Posh Paws’ Korean-inspired Kawaii Kuties range. Lauren Shipman, Brand and Marketing Director at Posh Paws, said the display, which runs until later this month, is “a testament to [the brand’s] strength and appeal”.
Hamleys is boosting its UK travel business with a new pop-up store in London’s Liverpool Street Station and a second location at Heathrow coming to T2.
The 500 sq ft Liverpool Street Station store opened at the busy train station in early May, joining other locations at London Bridge and St. Pancras stations. It offers travellers a range of Hamleys’ plush lines, pocket money toys such as slime and magic tricks, mini-vehicles, and a selection of travel-friendly products.
The new T2 store at Heathrow is set to open in mid-June, joining other airport locations at Heathrow T4 and Stansted. The 1,000 sq ft space will carry Hamleys’ signature bear range, small and medium construction sets from Lego and Playmobil, and more.
Keane Herman, Head of Retail, Hamleys UK, said: “Our travel estate performs consistently well for us around the world.”
A new animated actioncomedy television series based on the hit early 2010s IP Moshi Monsters is in the works as part of a “full-scale comeback”.
Targeting a late 2028 launch, the series will reimagine the colourful Moshi universe for broadcast and streaming audiences.
Ross Macleod, CCO, Mind Candy, said: “We are thrilled to be bringing Moshi Monsters back in a big way with this new animated series. This is just the start of our multi-platform relaunch across games, toys, and more.”
The series is being developed in partnership with Wheel in
Motion (WIM), Superprod Group’s London-based production company founded by ex-Netflix and Nickelodeon exec, Alexi Wheeler.
“Moshi Monsters was years ahead of its time in the digital space; the world has now caught up and it is time to bring this incredible set of characters to life for a modern audience,” Alex said.
The show is primarily aimed at an audience aged six to 12, while also engaging legacy fans who grew up with the brand. New toy and merchandise lines are also scheduled from 2028, positioning the brand for a coordinated return across screens, games, and consumer products.
The Toy Association’s Jennifer Lynch explores the trend of FanDriven Play and the power of fandoms in the era of streaming and social media
Fan enthusiasm is increasingly central to how toys and games are discovered, gauged, and ultimately purchased. Rather than following traditional, linear marketing paths, the toy industry is drawing inspiration from fandoms, digital communities, and fastmoving cultural conversations to inform product development that speaks directly to these highly invested audiences.
At Toy Fair 2026 in New York, The U.S. Toy Association spotlighted FanDriven Play as one of its key trends for the year ahead. The designation reflects a wider evolution in brand engagement, as companies move away from dependence on fixed media schedules and towards ongoing, community-led dialogue. Streaming services, gaming ecosystems, sport, social platforms, and fan forums now operate as a constant feedback loop, influencing everything from product features to launch timing.
“Because fan communities are always on, manufacturers are now able to engage with them directly for feedback, not just analyse them,” says Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “And doing so allows them to create products that better reflect what these audiences truly care about.”
This shift toward fanfirst thinking is also redefining established licensing strategies. Where products were once closely tethered to a single film release or broadcast moment, brands are now responding to enduring fan interest that can grow and change well before and beyond an initial launch window. According to Circana, licensed toy sales climbed 15 per cent last year and now make up 37 per cent of the global toy market, marking the highest share on record. The data underscores fandom’s role as a powerful engine for both innovation and purchasing decisions.
The following examples illustrate how fan influence is shaping product development and licensing approaches in 2026:
The Polly Pocket x American Girl Compact 3-Pack Set celebrates 40 years of the American Girl brand with specialedition Polly Pockets that reimagine historical characters Kirsten, Samantha, and Josefina as collectible book-themed mini compacts.
Blending cult collectible chaos with epic fantasy fandom, The Lord of the Rings x Fuggler collection features iconic characters such as Gandalf, Frodo, and Gollum as mischievous Fugglers ready to bring mayhem to Middle-earth.
The Deddy Bears X Liquid Death Murder Bear merges the creep-cute plush collectible line with edgy beverage-brand fandom. Features include coffin-shaped packaging and an exclusive Roblox code and interactive AR trading card that bring Murder Bear to life in the virtual world.
Super7’s Super Duper Plush lineup reimagines classic MTV animated characters from Beavis and Butt-Head as ultra-soft display-worthy plush.
Designed for devoted Star Wars fans and collectors, Wow Stuff’s Star Wars Yoda Puppetronic by RealFX brings the legendary Jedi Master to life through expressive puppeteering, realistic movement, iconic phrases, and interactive personality modes that recreate the wisdom and humour of Yoda.
To learn more about the 2026 trends shaping the global toy industry, visit toyassociation.org/trends.
KidAntics has secured exclusive UK and Ireland distribution for the National Geographic STEM toy range from US firm Blue Marble, marking a significant partnership for the fast-growing distributor.
The fast-growing UK distributor will be responsible for developing the brand across the UK and Ireland, with a strategic focus on national retailers, toy specialists, museums, heritage attractions, garden centres and gift retailers.
Sarah Clark, Managing Director, KidAntics, said: “We are incredibly proud to be partnering with Blue Marble on the National Geographic range. It’s an iconic global brand that stands for discovery, learning and exploration, and the opportunity to represent it across the UK and Ireland is a huge moment for us.”
The award-winning National Geographic STEM range of hands-on science kits covers key themes such as geology, crystal growing, and scientific experimentation, encouraging children to explore the natural world while developing curiosity and problem-solving skills through play.
KidAntics plans a multi-channel rollout supported by targeted trade marketing and retail support.
Toys ‘n’ Playthings is very sad to report on the passing of Madeline Potter, a key part of the Distoy organising team, and beloved wife of the event’s owner David Potter David has shared his thoughts and memories: “Madeleine passed away peacefully as she slept in the early hours of Thursday morning, 21 May. Her entire family remains totally devastated and continues to struggle to come to terms with the reality of it.
“The Distoy show grew so fast since its inception in the early 2000s that the entire Potter family quickly became involved. Madeleine became the ‘engine room’ that kept us all on track. Her daughter, Emma, son Steven and grandchildren Wenona and Ivan worked with her – helping the show to go on.
“Her name became so well-known in the international toy community and, even though Distoy has ceased to operate, she will be missed by so many with whom she struck up a very warm and friendly relationship.
“Farewell Madeleine, may you rest in peace.”
Heather McAlister has been appointed to represent One for Fun in Ireland, after Allen Murray, the company’s longstanding and beloved Ireland rep, retired at the end of May.
Allen’s long service and outstanding contribution to the industry was recognised at this year’s Toymaster May Show with a well-deserved Golden Teddy Award. The One for Fun team say he will be greatly missed.
“We wish Allen all the very best in his retirement and thank him for all his hard work over the years in helping to build our success in Ireland,” said David Mordecai, CEO of One for Fun.
“We are also very lucky that Heather has decided to join us, and we look forward to making her feel at home here at One for Fun.”
HTI has unveiled new Harry Potter and DC-inspired ranges within its Puzzle Palz portfolio, made in partnership with Warner Bros. Discovery Global Consumer Products
The new ranges are now available to view in the HTI showroom and will launch at retail for SS27.
Designed and developed by HTI, Puzzle Palz are collectibles sold in blind capsules that combine hands-on puzzle building with strong character appeal. The Harry Potter-inspired Puzzle Palz range will feature popular characters from the wizarding world, including Harry Potter, Hermione Granger, Ron Weasley, and Professor Dumbledore. The DC-inspired assortment will showcase Super Heroes and Super-Villains such as Batman and Lex Luthor.
Casetify and Bandai Namco
Entertainment America Inc. have announced a Tamagotchi phone case collaboration.
The phone case collection is inspired by the nostalgic Tamagotchi aesthetic, blending vibrant colours, iconic characters and whimsical sticker-style designs across a range of phone cases, tech accessories and special products.
Further collection highlights include a Casetify Exclusive Tamagotchi Device, featuring a custom Casetify Logo Shell for a unique look, and a range of unique straps and charms. Bandai will also release the Tamagotchi Plush Earbuds Pouch, a vinyl face plush item designed for fans to securely store and easily access earbuds.
Complementing the core product collection are Casetify Tamagotchi Chase Cards, giving fans the chance to unveil cards across seven rarity categories, from common to supreme ultra rare.
Clare Rix, Commercial Licensing Director at HTI, said: “Harry Potter and DC work incredibly well within the Puzzle Palz format. This partnership supports HTI’s wider licensing strategy for Puzzle Palz, focusing on globally established entertainment franchises while continuing to build the range in a way that feels exciting for fans and commercially relevant for retailers.”
Our very own Malcolm ‘Tiger’ Naish reports back from another tremendous day’s golf at Burghley Park Golf Club.
working Sales Director, always organises a fabulous day’s golf.
This year was the 19th year for the event and we were blessed with fabulous weather that saw many of the players wearing shorts and applying the suntan cream.
As defending champion, I was looking forward to defending my trophy, but alas following a good front nine with 19 points, my back nine was poor, giving me a total of 29 points.
My teammates for the afternoon were Alan Dadswell, Essex’s answer to Rory Mcillroy, and Hornby’s Brett Anderson. While we didn’t win the team prize, we did manage to keep our orange ball throughout the 18 holes, therefore winning a couple of bottles of wine each for attaining the highest Stableford score of 38 points. Less of my waffle!
New licensed ranges from Moose include Young MacDonald and Charlie vs. the Chocolate Factory
Moose Toys and Netflix are expanding their partnership with new toy lines inspired by Young MacDonald, and Charlie vs. the Chocolate Factory, an animated film inspired by the Roald Dahl classic.
golfers playing. I am a great admirer of
As defending champion, I was looking forward to defending my trophy, but alas following a good front nine with 19 points, my back nine was poor, giving me a total of 29 points
Simon had decided that following last autumn’s event he would bring the event back to its traditional date of late spring, which meant I only held the trophy for six months – shame, I hear you all say!
“ ”
There were some very accomplished golfers playing. I am a great admirer of Stu Nicholas virtually plays off Scratch and managed to come in just a couple of strokes over par, winning the lowest gross.
The new agreement builds on Moose’s growing relationship with Netflix, following its successful collection of toys inspired by the streamer’s live-action One Piece series. Netflix acquired the Roald Dahl Story Company in 2021.
The course is next to the famous Burghley Park horse trials and is a pleasing Parkland course with wide fairways, no water hazards or terrible rough.
points – very well deserved. Second
Like Simon, I love to encourage the ladies to take part and this year’s GAP Day Winner, off just 19 was Denise Farrow points – very well deserved. Second place went to Richard Wells of University Games.
The team prize was won by Messrs Josh Beevor, Barry Fogarty, Liz Price and Jon Starling. Stu Nicholas hit 300-plus yards to win the Longest Drive and for the Ladies’ Longest Drive, Emma Dennes.
An excellent dinner brought the event to a close with those of us staying overnight retiring to the nearest pub to review the day, with nightcaps at the hotel into the early hours.
In all, a great day’s golf, which was very well organised.
It was also great to see Character Group’s Jerry Healy joining us and thoroughly enjoying the day.
Next year will be the 20th year that Simon has organised his GAP (Golf Academy for Pleasure) golf day. When other golf days have bitten the dust, full marks for Simon in continuing with his much-loved event.
Tiger Naish
“This is a meaningful next step in our relationship with Netflix as we continue to develop a dynamic portfolio of entertainmentdriven brands,” said Ronnie Frankowski, CEO, Moose Toys.
“Both Young MacDonald and Charlie vs. the Chocolate Factory offer immersive storytelling and playful worlds that are ideal for the kind of surprising, innovative toys Moose is known for. We see a tremendous opportunity to create products that connect with kids in fresh and meaningful ways.”
We see a tremendous opportunity to create meaningful ways.”
Moose Toys translates the worlds of Young MacDonald and Charlie vs. the Chocolate Factory into imaginative, innovation-driven toy lines. Additional details on the toy lines, distribution and marketing support will be announced at a later date.
Filippo Zuffada, Senior Director of Consumer Products, Hardlines at Netflix, said:
“From the very beginning, the Moose Toys team has shown a deep passion for our stories, which fuels a truly creative partnership. We’re excited to grow the kids and family business together with these new titles – bringing the playful, colourful worlds to life beyond the screen in a way that feels truly magical for kids, families and fans of all ages.”
Inspired by the beloved nursery rhyme, Young MacDonald follows the six-year-old grandson of Old MacDonald, Mac, and his best pal Dumpling the pig. Charlie vs. the Chocolate Factory is a new animated film releasing in 2027 only on Netflix, following the aftermath of the Golden Ticket story.
Play Tech AI is gearing up for the official launch of Buddy and Tilly – MiAi Chatbots, its first AI-powered product range. We sat down with MD Paul Clarke to learn what these impressive products can do, putting child-safety at the forefront, and why the launch is just the start for this ambitious new toy company
Play Tech AI is an ambitious new toy company on a mission to finally deliver on the promise of a truly interactive toy companion for kids. More than just a plaything, its debut product launch, Buddy and Tilly – MiAi Chatbots, are all-inone smart toys that kids can engage with in child-safe, fully artificial intelligencepowered conversations.
What’s most important is compliance and child safety, which is at the top of our list of everything we do
Paul Clarke, Managing Director, Play Tech AI
The company is headed up by Managing Director Paul Clarke, who has been working alongside “a strong team, with many years of experience in the toy industry” for more than a year to develop the range.
the launch
Buddy and Tilly – MiAi Chatbots officially launch in August 2026, with partners in the UK, EU, US and South Africa, following a soft launch in Ireland in December 2025. The limited rollout was designed to test market response
2025. The limited
and get feedback from select retail partners. That experience, Paul says, confirmed the team’s conviction that the market is ready for a product of this scope.
“We launched with Brown Thomas and Arnott’s in Ireland, who were incredible partners” he says.
“We did some instore demos over the Christmas holidays, and the response was very good: parents loved the amount of content that is available on our products, and the fact there is no subscription fee. And the children did not want to hand Buddy back! That gave us the confidence we had developed a unique product.”
The Chatbots pack a real punch in the play value department. At the heart
Buddy and Tilly are the ultimate AIpowered companions, designed to keep kids entertained, engaged, and always learning, all while having a blast.
learn, interact, develop key skills, and simply play. Buddy and Tilly respond to voice commands and hold real conversations. They have a built-in camera for safe photo fun and creative play, and come packaged with a stylus for on-screen doodling. They even walk and emote.
Each Chatbot also comes preloaded with hours of video content, fun and educational games covering STEM and Montessori principles, and apps, from karaoke to digital painting and drawing. The free app store also provides families with a further choice of appropriate, child-friendly software to download and customise play time.
“We can, like many devices, update or add additional apps, with push notifications to end users’ devices, to add additional fun apps and content in the future,” Paul adds.
Powering the content and interactions behind these cute companions is a sophisticated suite of technology, with child safety at the forefront.
“Times are changing, toys are changing, and we want to be at the forefront of product development and compliance,” says Paul. “We want to build products and devices that are safe for children to use, and set parents’ minds at ease. Technology is changing all the time, and we will see more and more toys coming to market integrating with AI.”
The Play Tech AI team spent extensive time and resources developing the software and firmware that underpins the range, working in parallel with specialist companies across the tech industry, from Microsoft and ChatGPT, to safety and compliance experts such as Safe Shark UK and Kidsafe.
“We hold zero data on our products. We work on a safe child version of ChatGPT that is safe and secure,” says
are products out there that
are products out there that don’t seem to follow similar guidelines or compliance to us. Play Tech AI wants to be the major advocate in this sector and we are happy to see tighter regulations and compliance around children’s toys and products incorporating AI. What’s most important is compliance and child safety, which is at the top of our list of everything we do.”
Buddy walks, talks, listens, and learns, bringing playtime to life like never before. Packed with fun features like kids’ TV, interactive games, storytelling, and access to the Google Play store, Buddy is more than a toy, it’s a whole world of fun in one clever little robot.
Tech AI is developing a suite of content and marketing assets
Buddy and Tilly can do, equipping
Launching in Q3, Play Tech AI is developing a suite of content and marketing assets showcasing just how much Buddy and Tilly can do, equipping retail partners with resources to support sell-through.
“We know that by just placing our products in store and on shelves, and expecting the consumer to know who we are and what our products offer, will not work,” Paul says. “We need to support our retail partners with strong marketing assets, and we need to have good instore POS, demos or video content to show consumers all that these clever bots can do.”
The company is also partnering with Toy Marketing Consultant Vicki MarlerHausen to support trade marketing and work with media and production agencies to build a marketing strategy tailormade to introduce families across the UK and internationally to the Play Tech AI brand.
“Adverts and video content are very important and powerful ways to help drive this,” says Paul. “Social media influencers are a great way to help support spreading the word on us and our products. We believe investing in marketing is very important to our longterm plans.”
Buddy and Tilly are just the start
We have spent the last 12 months building something special and we can’t wait to finally showcase all our products to the world
Paul Clarke Managing Director, Play Tech AI
Contact
for Play Tech AI. A host of accessories will follow the Chatbots’ launch later this year at a variety of price points.
“After our trial launch last December, the general feedback was hugely positive, but we soon realised we needed to introduce more accessories to support the range,” Paul says.
a
They include Dual Bluetooth Headphones, Bluetooth Micriphones, an Interactive Stylus Pen, a MiAI Backpack and more, many of which are dual purpose and can be enjoyed separately from Buddy and Tilly.
An array of additional products are also launching under the MiAi brand in 2027, including a new plush range, which visitors to the Play Tech AI stand at next year’s Nuremberg Toy Fair will be among the first to see.
“We are excited to be exhibiting at Nuremberg 2027 where we will also be launching our other techinspired brand, Pulsify Music, a dynamic audio range designed to turn everyday listening and singing into immersive, high-energy experiences,” says Paul. “There will also be new developments in the toy offering as we look to introduce a stronger variety of price points and keep moving with the advances in technology. We have spent the last 12 months building something special and we can’t wait to finally showcase all of our products to the world.”
To learn more about the full Play Tech AI range, contact sales@playtechai.com
Emma Holland, Buying Manager for Kids and Seasonal at The Works, explains the retailer’s move away from ecommerce to refocus on bricks and mortar, and how this multiple retailer is balancing fast-moving trends with affordable, screen-free activities for the whole family
Emma, what’s your background, and what led you into toy buying?
My entry into buying was a happy accident. I joined Argos as a buying assistant without knowing much about what the role entailed but, after almost 15 years in the industry, there’s nothing else I’d rather be doing. After beginning in the homewares department, I moved into toys shortly after and fell in love with the role even more.
I’ve now spent almost five years at The Works, working in the toys and games category. This has been a brilliant chapter of my career. The senior leadership team is ambitious, supportive, and has a clear, exciting vision for the future of the business, which makes it a very inspiring place to work.
In March The Works announced that it is shifting to a store-only model, with the website mainly used to browse in-store stock.
“
Squishies remain a firm favourite, while dumpling toys are emerging as a standout micro-trend ”
Could you tell us a bit more about that move?
Stores have always been at the heart of The Works, so this was a decision to simplify and refocus the business around our stores, allowing us to invest more in great value and great service, and to open new stores in more communities across the UK and Ireland.
We’re more focused than ever before on supporting our customers to connect through affordable, screenfree activities, with our website acting as a shop front where customers can explore our fantastic, affordable ranges as well as find ideas and inspiration.
How would you describe your offering of toys and games?
Toys and games is a core category for The Works, stocked by all of our stores and much loved by our customers. It’s the category where kids are most excited to spend their pocket money, so we work hard to ensure the range is
interactive and entertaining, as well as maintaining an affordable price point. To support this, we also prioritise newness and innovation. We’re constantly investing in trend research and working closely with our suppliers to ensure our ranges reflect what’s most popular with kids at any given time.
How do you discover and source new products?
We use a combination of in-person engagement, trend research, and inspiration from around the world to discover and source new products. Close collaboration with suppliers is especially key to making sure we can spot new ideas early and bring new products to market. This ensures our products are regularly updated, and we can launch new, affordable ranges for families to enjoy together throughout the year.
We also make sure to attend key industry trade shows, which give us a great idea of upcoming market
trends. The London Toy Fair is my favourite show. It’s fantastic to get a first-hand view of what’s coming next – plus, seeing innovation from both established brands and newer players is a real treat every year!
What trends are you most excited about for summer?
The next few months are shaping up to be an incredibly exciting time in this space. The upcoming movie slate is set to bring strong toy-focused moments this summer, with major franchises including Toy Story, Minions, and Paw Patrol offering great opportunities to engage with kids and families.
Alongside licensed activity, demand for tactile, sensory play continues to grow. For example, Squishies remain a firm favourite, while dumpling toys are emerging as a standout microtrend that’s really resonating with kids right now.
Where are you seeing the greatest customer interest?
In this digital age, it’s been interesting to see how the screen-free trend has particularly resonated. Our customers are increasingly looking for ways to spend quality time together away from screens, whether through creating, reading, crafting or playing.
What are the most rewarding and most challenging parts of your job?
The most rewarding part is seeing ideas come to life. Knowing that
what we buy and develop becomes a key part of family time is incredibly motivating, and I love seeing the happiness our products bring to children. It’s a joy to stand in our stores and watch customers interact with the ranges we’ve put together.
I also find it very rewarding to support colleagues’ development. We have a special culture at The Works, where care is taken to ensure colleagues feel valued and empowered. Watching team members grow in confidence and capability is one of the best parts of the role.
At the same time, working in such a trend-driven field is incredibly fast-paced. Keeping ranges fresh and affordable can be challenging at times, but that’s what keeps the job exciting.
What were your favourite toys and games as a youngster - and now?
When I was a child, I was obsessed with playground trends such as Tamagotchi and Furby.
I also had an extensive Crayola collection and hated being more than five feet away from a set of pens or pencils – so not much has changed!
Now, like many other millennials, I’m strongly resonating with the current nostalgia for the 90s and early 00s. I’ve really enjoyed seeing how this trend is being enjoyed by so many kids.
Established in 1981, The Works is a leading family-friendly value retailer with more than 500 stores across the UK. Our mission – to become the favourite destination for affordable, screen-free activities for the whole family – is at the heart of everything we do.
Our product categories are toys and games, arts and crafts, stationery and books – all of which provide fantastic value and inspiration for our customers to find feel-good ways to spend their time and connect away from screens.
When do you and your team have the most fun at work?
The upcoming movie slate is set to bring strong toy-focused moments this summer ” “
We have the most fun when we’re working together on something creative – whether that’s building ranges, developing new ideas, or seeing products come to life by testing out how they will look in stores. There's a real buzz when everyone’s input shines through and you can see the tangible outcome of the team's hard work.
What advice would you give someone starting out in toy buying?
My main piece of advice would be to stay curious. It's important to spend time in stores and watch how children and parents interact with products, stay clued up on playground trends and pop culture, learn from your customers, and embrace the pace and the variety of the role.
If you’re resilient, curious, and genuinely passionate about bringing joy to customers through learning and play, it's an incredibly rewarding career.
The preschool sector is standing strong in the face of economic pressures and is off to a flying start in 2026. Leading suppliers explained how they’re absorbing costs to keep products accessible while maintaining quality, and why trust and brand recognition are key to a unique target market of both adults and kids
One of the most resilient segments of the toy market, preschool toys are off to a flying start in 2026, with leading suppliers all reporting an uplift in performance, despite increasingly cashstrapped consumers demanding more for their spend.
Fresh product releases are driving growth at Rainbow Designs, says Gary Hughes, Head of UK Sales.
“We have had a very positive start to the year, with particularly strong
In preschool, parents are often willing to invest slightly more in products where they can clearly see quality, safety and longevity
Gary Hughes, Head of UK Sales, Rainbow Designs
range, which launched last autumn,” he said. “The success of the collection has reinforced our confidence that there is strong consumer appetite for highquality preschool products centred around trusted and much-loved characters.”
The Puppet Company’s preschool ranges have also been performing “really well”, according to Katy Rugman, the company’s Product and Marketing Director.
“We are continuing to grow our product offering – and, importantly, diversify it. Building on our 25 years of success in the preschool sector is a priority for us, but we also continue to innovate. Retail remains very supportive; there was an excellent response at Toymaster both to this year’s lineup and to the upcoming launches highlighted at the show.”
Jared Wolfson, CEO, Blue Marble, whose National Geographic range is now distributed in the UK by KidAntics, mirrors the sentiment, but says parents are becoming more discerning.
“We’re seeing a real shift in what families want from early-years products,” he says. “The days of buying on impulse are giving way to something
more measured and intentional: parents are asking harder questions about quality, longevity, and whether a toy actually does something meaningful for their child’s development. That’s exactly the space our new Blue Marble x National Geographic Kids preschool range is designed for.”
Less reliant on fast-moving trends or virality, parents and gift-givers place the greatest value on quality, safety, and the developmental benefits these toys provide their little ones. From playful approaches to pattern recognition, to early years reading and counting, problem-solving, fine motor skills, social and emotional skills, and sensory exploration, purchasing decisions hinge on how products contribute to the vital developmental stages preschoolers experience in just a short timeframe.
“These sit at the heart of almost every decision made in this category,” Jared says. “Products that encourage openended, hands-on play tend to resonate most strongly, precisely because they grow with the child and offer lasting value rather than a moment of novelty.”
This has long been the approach for Bigjigs Toys, says founder and Managing Director Liz Ireland.
Designs
“We see preschool play as a powerful driver of children’s development - and an excellent retail opportunity,” she says. “As parents become more intentional about the toys they bring home, we’re seeing a shift towards products that blend rich play value with longevity, sustainability, and visual appeal.
“Parents are increasingly looking for playful ways to support early learning,” Liz adds. “Launches such as our Sequencing Dinosaur and Worker’s Workbench create a fun and accessible approach to skill-building. Across the board, quality and sustainability persist in influencing purchasing decisions. Retailers are seeing the benefit of stocking premium, yet affordable, products that stand the test of time, reinforcing customer trust and motivating repeat purchases.”
Rainbow Designs pairs these characteristics with practical value and the undeniable power of nostalgia, says Gary, “particularly with classic preschool properties that parents remember fondly from their own childhoods”.
“Our new Learn to Dress Bing and Bing Wooden Busy board are prime examples of this. Consumers are looking for toys and gifts that offer features that address those development needs. Soft toys and preschool products that become part of a child’s daily routine or emotional world, such as The Adventures of Paddington Tea Set, often hold particular value because they create meaningful attachment and repeated engagement.”
Preschool toys have traditionally been more resilient in the face of economic downturns for one simple reason: families are less willing to cut back on spending for young kids, whether that’s on clothing, food, or toys. But as consumers continue to tighten belts, has this sentiment changed – and how are companies absorbing rising costs throughout the supply chain?
“Consumers are undoubtedly more value-conscious at the moment, so affordability is important,” Gary says. “However, in preschool, parents are often willing to invest slightly more in products where they can clearly see quality, safety and longevity. That means the challenge
for manufacturers
Is trust and brand recognition more important for preschool brands than in other categories?
The preschool consumer is not simply looking for the cheapest option on the shelf; they’re looking for the one they can justify Jared Wolfson, CEO, Blue Marble
The Puppet Company
for manufacturers is balancing rising production and supply chain costs while still delivering products that feel accessible and worthwhile for families and giftgivers.”
feel accessible and worthwhile for givers.”
The Puppet Company faces similar challenges, Katy says: “This category, as with many others, is very price sensitive. We, like many other companies, have faced huge increases in manufacturing and material costs, fuel rises and transportation rises among others. We absorb these additional costs as far as possible, while never undermining the high quality and safety testing we are renowned for.
faced huge increases and material costs,
“Our products appeal across the ages and we deliberately create them to be as accessible and interactive as possible,” she adds. “We have utilised clever design features that enable most of our products to be used by both adults and children of all ages, adding to their appeal and play value.”
Jared remains confident that quality and value will continue to soothe sticker shock.
“In preschool, trust is arguably one of the single biggest purchase drivers because parents and gift-givers are making decisions on behalf of very young children. Safety, quality, longevity and emotional reassurance all play a huge role. For us at Rainbow Designs, that trust is built over time through consistently delivering products that combine play value with heritage, quality and emotional connection.
Gary Hughes, Head of UK Sales at Rainbow Designs
The short answer is that both are hugely important to us across every single one of our products. Obviously in terms of long-term brand trust, we are committed to the highest-quality products at all times, and ensure that everything is tested to the highest possible safety standards. We also focus strongly on sustainability. In terms of recognition, we want the brand to be associated with much-loved puppet and soft toy concepts but also associated with new ideas.
“Every category feels cost pressure right now,” he says. “The preschool consumer is not simply looking for the cheapest option on the shelf; they’re looking for the one they can justify.”
looking for the one they can justify.”
Katy Rugman, Product and Marketing Director, The Puppet Company
The simple answer is yes – and in the preschool category especially, the reason is straightforward: parents and caregivers are the ones making the purchase decisions. That shifts the dynamic entirely. Families gravitate toward brands they already know and trust to deliver safe, educational, and genuinely high-quality experiences for their children.
Jared Wolfson, CEO, Blue Marble
01303 250400
sales@bigjigstoys.com bigjigstoys.co.uk
‘’Roleplay remains a standout favourite in the preschool toys category,’’ says Liz Ireland, Founder and Managing Director, Bigjigs Toys: ‘’This style of play opens up exciting opportunities for kids to unlock imaginative worlds and explore real-life situations. Our new pretend play collections have been designed to maximise this ongoing demand.’’
New wooden doll sets from both Bigjigs Toys and Tidlo introduce diverse and inclusive characters, such as East Asian Family Dolls, Black Family Dolls, and White Family Dolls. Representation matters, and Bigjigs believes that every child should feel seen and reflected in their play. Also launched are themed doll characters, from pirates to fairytale friends.
Other new roleplay additions include the Dolls House Furniture range and play food sets, featuring the Dippy Egg, Breakfast In Bed Tray, and Chocolate Pot For Two – ideal for creating eye-catching in-store displays. And on the topic of aesthetic appeal, Tidlo’s new Olive Grove Kitchen has been designed with a stylish sage-green finish, bringing a fresh, contemporary look both on the shelf and in the home.
Another growth area the company is expanding into is portable play. The new Fire Station and Farm On The Go sets fold up into compact felt carry cases, delivering immersive play in a travel-friendly format. Meanwhile, the wooden rail category continues to perform. The new Space Train Set and Rocket Ship tunnel will capture kids’ fascination with outer space, while the Medieval Train Set leans into classic storytelling themes. ‘’Creative play is also gaining momentum, particularly in products that deliver a finished result,’’ says Liz. ‘’Our new jewellery sets tap into this trend and offer strong giftability.’’
Educational toys continue to play a vital role in the preschool sector, and parents are increasingly looking for playful ways to support early learning. Launches such as the Sequencing Dinosaur and Worker’s Workbench create a fun and accessible approach to skill-building.
Liz concludes: ‘’Across the board, quality and sustainability persist in influencing purchasing decisions. Retailers are seeing the benefit of stocking premium, yet affordable, products that stand the test of time, reinforcing customer trust and motivating repeat purchases.”
GALT, PART OF THE JUMBO GROUP
0161 428 9111
salesuk@jumboplay.com
Galt, part of Jumbo Group, is celebrating 190 years of trusted educational play with its 2026 preschool launches. Combining heritage with modern play trends, Galt ranges focus on creativity, sensory exploration and early childhood development. Designed to encourage handson learning, the First Years collection supports fine motor skills, problem-solving and imaginative thinking during key developmental stages.
Highlights include the First Years Shake & Play Baby Rattles, with rattling booties, wristbands and a teether ring to encourage movement and psychomotor development.
Blending tradition with innovation, Galt’s latest preschool offering delivers meaningful, developmentfocused play experiences.
01953 859539 sales@orchardtoys.com orders@kayes.co.uk (independent sales) orchardtoys.com
An addition to the Orchard Toys Baby & Toddler collection is Out and About Buggy Flashcards: These 10 double-sided big chunky flashcards on a detachable ring, are a great activity for on the go – whether on the buggy or in the car. Each wipe-clean card features different things to spot, including boys and girls, animals and vehicles.
The award-winning Dress Up Nelly has been a hit with shoppers since launching two years ago. Recently given a pack redesign, it offers retailers great impact on shelf and is space saving. Perfect for helping to teach colours to preschoolers, Dress up Nelly is a fun, first colour-matching game where the elephants are dressed up. It can also be used as a colour-matching activity. For ages two-plus.
+1 541-708-6739
sales@thinkbluemarble.com thinkbluemarble.com
In preschool, the best toys do more than keep little hands busy. They support the way young children naturally learn: through touch, movement, repetition, imagination and discovery. That is where Blue Marble is focused, with two Early Years ranges built around meaningful play, practical design and long-term trust.
Blockaroo brings open-ended construction to preschoolers in a form that is soft, sensory and easy for small hands to master. These magnetic foam building blocks connect and rotate 360 degrees with a satisfying click, giving children the freedom to build, twist, stack and experiment without frustration. They provide hours of play that supports fine motor skills, creativity, problem-solving and spatial thinking, while still feeling entirely child-led.
These blocks also answer practical needs for parents. Made from soft, non-toxic foam, they are both bathtub-friendly and dishwasher-safe, making them
wholesale@connetixtiles.com connetixtiles.com
Discover a new dimension of play, reimagined in Connetix’s signature pastel palette and designed for endless creative and STEAM building.
The 48 Piece Pastel Portal Pack opens up exciting possibilities for play, unlocking new ways to build and create. Featuring eight signature pastel colours, this pack includes three different-sized square tiles purposefully designed to nest neatly together.
The large and standard Portal tiles feature a distinctive openframe design with magnetic connection points on both the inner and outer edges, while the mini squares are powered by Connetix Smart-Spin technology, allowing magnets to rotate up to 360 degrees for building in new directions and exploring more complex constructions.
From visually striking architectural builds and newly imagined small worlds and tunnels, to flowing patterns and unique characters, the Connetix 48 Piece Pastel Portal Pack encourages experimentation, spatial thinking and problemsolving as children test ideas and refine their builds. Designed to grow with children, these portals add structure and versatility, working beautifully as a standalone set or integrating with all other Connetix packs. For ages three-plus.
well suited to real preschool life. Higher piece-count assortments come in welldesigned tubs, allowing for easier storage and thoughtful gifting.
Alongside Blockaroo, Blue Marble’s new National Geographic Kids preschool range brings one of the world’s most trusted educational brands to the youngest learners. Products such as the Dinosaur Stacking Tower, launching this autumn, and Bear’noculars introduce early learning through exploration, wonder and discovery, while remaining fun, approachable and developmentally meaningful.
For today’s preschool buyer, trust and value matter more than ever. With Blockaroo and National Geographic Kids, Blue Marble is building preschool ranges that combine hands-on play, developmental benefits and brand reassurance, helping retailers connect with families looking for toys that last beyond the first play session.
RAVENSBURGER
01869 363800
sales@ravensburger.com ravensburger.com
With the recent Dinosaur sets proving popular hits for Ravensburger’s BRIO brand, the adventures are set to head to the stars with the introduction of a new Space-themed lineup this autumn.
With an offering spanning a range of price points, the series celebrates an outer-space world that will spark preschoolers’ imaginations. Combining all the fun of railway play that fans of the brand know and love, with exciting and imaginative space-theming, BRIO World invites children to unleash their creativity. The 40-piece Space Station Set centres around a high-tech space lab with elevated planetary railway. The astronaut figure is accessorised with a removable space suit, and the set includes a Space Rover.
Also in the collection, the Space Shuttle. This interactive vehicle takes preschoolers on an intergalactic journey like no other. With plenty of moving parts and actions for small hands to explore and activate, children can open the doors to load up, then launch the shuttle to trigger lights and hear engines roar.
A hit preschool property is added this September with the introduction of the 15-piece Bluey Train Set, which includes Bluey and Bingo figures, a train and passenger wagon, family car, accessories, and wooden track pieces.
CRAFT BUDDY
0203 417 6565
trade@craftbuddyltd.co.uk
craftbuddyltd.co.uk
Craft Buddy continues to expand its award-winning Crystal Art Junior range with the addition of Peppa Pig, bringing one of preschool’s most recognisable and trusted brands into the creative crafts category.
Designed specifically for children aged four-plus, Crystal Art Junior features larger gems (10mm12mm), user-friendly tools and easy-to-complete designs tailored for younger preschool children. Combining familiar preschool characters with creative play and collectible formats, the range offers retailers a strong addition to the licensed arts and crafts sector.
The Peppa Pig collection includes a 25cm Crystal Art Junior Buddies XL Kit, designed as a larger make-anddisplay feature piece. The Crystal Art Junior Kit (20 x 25cm), offers a complete ready-to-make and hang craft activity. Together, these formats deliver strong value at accessible price points while supporting gifting and collectability across the category.
The range reflects recent developments and special moments within the Peppa Pig brand, including the introduction of baby Evie and George’s hearing aid. These newer storylines continue to reinforce the brand’s focus on family life, inclusivity and relatable everyday moments, which are reflected throughout the Crystal Art character and familyled designs.
Importantly for younger audiences, the Crystal Art Junior format has been designed to deliver a strong sense of achievement within a manageable 20–30-minute activity window,
aligned to preschool attention spans. The quick and rewarding make experience taps into the growing ‘look what I made’ trend among younger children, giving them an immediate sense of pride, accomplishment and confidence once completed.
As parents continue to seek alternatives to screen-based entertainment, creative play remains a key growth area within the preschool sector. The Crystal Art Junior range encourages children to engage in more hands-on, screen-free activities that support creativity, concentration and independent play.
The gem placement activity used in Crystal Art provides a calming and sensory crafting experience that helps to develop fine motor skills and handeye coordination, while encouraging children to slow down and focus through mindful play.
Alongside Peppa Pig, the wider Crystal Art Junior collection also includes preschool-friendly licensed characters from Disney and Marvel, including Stitch, Grogu, Simba and Groot, helping to broaden the range appeal to make it popular with younger audiences and family shoppers. With trusted licences, pocket money price points and a strong focus on creative screen-free play, the Crystal Art Junior collection continues to strengthen Craft Buddy’s position within the preschool arts and crafts category, offering retailers a broad licensed range that combines creativity, strong shelf appeal and engaging play experiences for younger children.
07826 844824
sabrina@differenttoys.co.uk differenttoys.co.uk
The small foot wooden toy range is full of environmentally sustainable toys with high play value that are designed to entertain preschoolers and develop motor skills.
The Montessori collection is a new launch for 2026 featuring a selection of softly coloured learning toys to help toddlers with their colourand shape-matching ability.
Highlights include the Montessori Balancing Game with 16 coloured wooden blocks, and the Sorting Game with three drawers in different colours and six matching insertable elements for shape-fitting fun. The River Rocks Balance Game promotes an understanding of balance and creative thinking, and the Rotating Drum helps little ones observe, grasp, roll and turn. Also available is a Montessori sorting game with pliers, sorting beaker with figures, a shapefitting game, a marble box and an animal puzzle with a hidden mirror.
Small foot’s new safari-themed toys with cute animal designs inspire inquisitive explorers, and there’s a choice of a Hammering Game and Wobbly Wall, a Magnetic Maze and Hopping Animal Shapes Game.
The successful dinosaur range is also part of Different Toys’ offering this year, with the Dino Balancing Game, Dino Memory Puzzle and Dino Wooden Building Blocks particular favourites with retailers. Roleplay is also an important preschool focus for small foot, and Different Toys is stocking a series of useful backpacks containing an array of wooden accessories for fire brigade, emergency doctor and explorer activity play.
Some of the other bestselling lines in this category include the horse care sets and the gardening apron with tools, designed to help young children learn about outdoor life and looking after animals.
01329 227300
rainbowdesigns.co.uk
At the heart of preschool play is fun, discovery and familiarity, and Rainbow Designs brings all three together through its adored range of characterled toys. Combining beloved literary and TV favourites with engaging developmental features, Rainbow’s preschool collections have been designed to nurture imaginative play, encourage early learning and create meaningful moments for little ones and their families.
Preschoolers are loving the reimagined Bing collection, adapted from Ted Dewan’s award-winning books, and developed especially for early years play. New additions to the engaging range of plush toys and playsets include The new Bing Learn to Dress Soft Toy, designed to encourage independence through play with buttons, zips, laces and Velcro fastenings that help children practise real-life dressing skills while strengthening fine motor development. While the new Bing Rainybow Colour Wheel introduces an engaging mix of movement, storytelling and interactive learning. Featuring an easy-to-use spinner and three double-sided game cards, the playful set supports colour recognition, listening skills, body awareness, empathy and creative thinking through a variety of fun and accessible play patterns.
Bing Character Twin Packs are further new additions to the range, alongside the playful Bing Bus Shape Sorter, that encourages hand-eye coordination and early problem-solving skills. These introductions sit alongside bestselling favourites such as Bing’s Favourite Things Activity Toy, the Bing Wooden Busy Board, and the Interactive Bing, Flop and Hoppity soft toys, which speak 17 phrases when together, encouraging imaginative and social play.
The awardwinning The Adventures of Paddington range continues to capture the hearts and minds of preschoolers. A delightful new addition to the range is the Paddington Soft Toy with Interactive Marmalade Sandwich, which is perfect for encouraging imaginative roleplay. Just hold the sandwich to Paddington’s mouth to hear munching sounds and his endearing phrases. This latest addition joins hugely popular lines such as the award-winning Paddington Tea Set, Talking Paddington Soft Toy, Bessie the Campervan, and Paddington’s Letters to Aunt Lucy Play Sets, which inspire storytelling and imaginative play.
Preschoolers also continue to adore the engaging Peter Rabbit TV range, featuring Talking Peter Rabbit and Lily Bobtail Soft Toys that bring Beatrix Potter’s much-loved characters to life through interactive play.
Adding even more personality and collectability to the preschool category are the hugely popular Mr. Men Little Miss plush soft toys. Featuring favourites that include Mr. Tickle, Mr. Bump, Little Miss Sunshine and Little Miss Chatterbox, each one perfectly captures the humour and charm of these iconic characters.
In addition, Rainbow also offers the timeless storybook-inspired ranges from Disney Winnie the Pooh, The Very Hungry Caterpillar, Guess How Much I Love You, and Elmer. Rich in nostalgia, warmth and trusted play value, these classic character collections continue to inspire curiosity, comfort and imaginative play for new generations of preschoolers.
0161 633 9800 sales@ charactergroup. plc.uk I characteronline.com
Character’s preschool offering goes from strength to strength, with fantastic new toys, including ranges inspired by Peppa Pig and Talking Tom & Friends.
Character is bringing more Peppa Pig magic to the plush aisle this season, with some adorable additions to the range. Not to be missed is the Peppa Pig Peek-A-Boo Peppa feature plush toy. The ancient, universal game gets a modern facelift at a time when Peek-A-Boo Teddy Bear content is going viral on social media. As the music plays, this eight-inch plush Peppa will lift her blanket up and down to play peek-aboo.
Following the recent announcement about George’s hearing journey, Character has launched a new feature plush toy: Peppa Pig Talking George. This adorable, super-soft toy presents George with his first words. Press George’s tummy and hear him say one of seven phrases from the show. The open box, try-me packaging invites little fans to test him out on the shelf, bringing on-screen stories to life.
The Talking Tom preschool property will soon join the
SMART TOYS AND GAMES
01903 885669 uk@smart.be smarttoysandgames.co.uk
Smart Toys and Games offers a strong preschool portfolio that encourages creativity, fine motor skills and open-ended discovery. Its much-loved SmartMax range continues to resonate with families, with products including My First Animals Around The World and My First Explorers introducing little ones to magnetic construction through colourful, easy-tohandle pieces perfectly designed for younger children.
Wow Toys remains a trusted favourite within the preschool category thanks to its durable, battery-free toys. Products including Freddie’s Farm Truck, Ronnie Rocket and Pip the Pirate Ship inspire storytelling adventures while supporting imaginative play for preschoolers.
Meanwhile, Hape continues to combine innovation with developmental play through engaging preschool toys that encourage interaction and skill-building. The Mighty Echo Microphone supports confidence and self-expression through music and roleplay, while the Rocket Ball Air Stacker and Fast Flip Racetrack deliver exciting cause-and-effect play designed to captivate curious young minds.
THE PUPPET COMPANY
01462 446040
info@thepuppetcompany.com
thepuppetcompany.com
The latest preschool hits from The Puppet Company and Wilberry Soft Toys include additions to the ever-popular Wilberry Minis collections – super-soft cuddly toys that fit in the palm of your hand – along with the delightful new Wilberry Plush Dancers collection of mini dancer dolls, which includes an elephant, a dog, a cat, a bunny and a bear. There’s also the Wilberry Dolls Collection of charming baby dolls, including adorable bassinets.
All are great for creative play and storytelling, as is the company’s vast puppet offering, notably, for the very young, the My Cuddly Puppet collection, which includes a bear, a dog, a duck, a frog, a bunny and a lamb. All are incredibly soft hand puppets that are suitable from birth, and can also be used as comforters.
The finger puppets have, of course, always been big favourites with the very young (and adults too!). Recent additions include the Cute Commute finger puppet range (a smiley plane, boat, train, tractor, car and bus), which guarantees huge fun for little travellers, while Christmas Finger Puppet Decorations (which include Father Christmas, a reindeer, a snowman and an elf) and Halloween Finger Puppet Decorations (a bat, a ghost, a witch, a skeleton and more) double as both toys and decorations.
The use of recycled materials is integral to The Puppet Company’s philosophy, and this is underlined by the ever-popular collection of more than 40 Eco Puppet Buddies – which employ recycled plastic bottles in their manufacture. Latest
JUST PLAY
0800 102 6885 uksales@justplayproducts.com justplayproducts.com
Just Play UK’s preschool portfolio is packed with fun toys that bring little ones’ favourite characters and shows to life.
Disney Jr. Mickey Mouse Clubhouse+ has relaunched as the top Mickey Mouse series of all time, and fans can bring the onscreen fun into the playroom with the Mickey Mouse Clubhouse Deluxe Playset. This 18-piece set comes with five articulated figures, and
additions include a puffin, a donkey and
additions include a puffin, a donkey and a bear, with colourful dragons (and more) on the way.
There are more than 800 other puppets and soft toys to choose from, including collaborations with the Natural History Museum and the RSPB, entertainment licences such as Paddington and Elmer, and much more: all soft, safe, creative –and fun!
From the Disney Jr. Minnie Mouse range, the new Groom & Go Salon is a wheeled, pull-along carrier that opens to reveal a pet grooming space. It comes with an articulated pet figure and has cool features including the light-up bubble bath with mist. The Pampered Paws Pet Carrier and the affordable, double-sided Mini Mansion Playset are also not to be missed.
Disney Jr’s Sofia the First all-new episodes launched on Disney+ in May, and set to make little girls’ dreams come true once again is Just Play’s Master toy collection. Dress-up is the order of the day with the new Royal Magic Dress-up Set with its stunning tiara and Princess dress. Team that with the Enchanting Amulet with its lights, sounds and swirlessence effects, and the transformation is complete. The new cohort of fans will also delight in the Sofia Swirl & Sing Doll and can help her sing with a wave of the wand or press of her amulet, and delight in how her beautiful skirt lights up and swirls.
YouTube – and now Netflix – sensation, Danny Go! is the live-action show with 2.7M subscribers that shares catchy tunes and silly antics that encourage young children to ‘Get up and go!’. And Just Play’s creative toy lines will motivate kids to be active off-screen, too. With the Colour Beat Drumsticks, preschoolers can drum to the beat.
There’s plenty of fun to be had changing the colour, music and sound effects on this set of two light-up sticks. Another line that’s ideal for little fans is the Music Mix-Up Boombox. It comes with five figures to place on top of the boombox – each figure adds a new instrumental layer to the song. Pick from three modes of play: Music, Game and Bedtime Mode.
0207 254 0100
university-games.co.uk
University Games continues to build on its strong preschool offering with a wide-ranging collection of educational games, puzzles and toys designed to support early learning through play. At the heart of the range is the award-winning The Learning Journey portfolio, which brings together engaging games, puzzles, electronic learning and sensory toys created specifically for early years development. This summer The Learning Journey range will be further enhanced by two new licensed additions –Peppa Pig and That’s Not My… These new collections will join University Games’ catalogue of evergreen storybook character ranges that include The Very Hungry Caterpillar, The Tiger Who Came to Tea, and The World of Dinosaur Roar.
The range includes My First Match It! tins, a Magnetic Sort and Learn Colours game featuring Peppa’s Party Bus, and a Lift and Learn Puzzle highlighting favourite vehicles from the popular TV series.
The new That’s Not My… range, inspired by bestselling touch-and-feel board books, is aimed at children aged 18 months and over. The range, which sits under The Learning Journey portfolio, features bold artwork and tactile sensory elements including textured patches and fuzzy finishes.
The new Peppa Pig educational preschool range combines familiar and much-loved characters with The Learning Journey’s trusted educational play patterns.
children understand both analogue and digital time through two interactive quiz modes, while also functioning as a real working clock and night light. Meanwhile, the Learn to Count Cookie Jar introduces preschoolers to counting from one to 10 through two engaging play modes.
The line-up includes Floor
The line-up includes Floor Puzzles, 4-in-1 Puzzle Sets and My First Match It! games themed around Animals, Vehicles and Favourite Things.
around Animals, Vehicles and bestsellers including the Telly the Teaching Time Clock and the
The Learning Journey’s electronic toy category continues to perform strongly, with bestsellers including the Telly the Teaching Time Clock and the Learn to Count Cookie Jar. The Telly the Teaching Time Clock helps
The best-selling Learning Journey Match It! range also remains a key performer across the preschool category, covering children aged two to six years. Products range from My First Match It! Counting Cupcakes through to 3 Letter Words, Spelling and Mathematics. The Lift and Learn Puzzle collection continues to encourage interactive discovery across themes including Space, the Arctic, and Inside Me. While the innovative Sort and Learn Magnetic Tray Puzzles, focusing on themes such as Sea Life, the Farm and Diggers, tap into a growing preschool play trend, using magnetic pens to guide pieces along tracks into their correct positions.
Another busy Toymaster May Show brought suppliers and independent retailers together in Harrogate once more. We look back at this year’s event
Another bustling Toymaster May Show has come to a close, as suppliers and independents from across the UK said goodbye to Harrogate for another year.
In true May Show fashion, this year’s event brought buying, boogieing and banter to the halls and grounds of the DoubleTree by Hilton Harrogate Majestic Hotel. The spring show is known for giving suppliers and retailers a valuable opportunity to mix the business of buying and selling with
Roland Earl Director General BTHA “ ”
The world of toys is a special thing and it’s better than all the others!
swapping war stories, sharing experience, and thrashing out the realities of high street toy retail.
Asmodee scooped Toymaster Supplier of the Year
On the opening day there were smiles all round in the Reading Room, located conveniently next to the Toymaster reception. Several suppliers told TnP that the orders they’d taken before lunch had already made the trip worthwhile and, while the mood has been apprehensively optimistic in recent years, if order forms are anything to go by, 2026 is looking very promising for the independent retail sector.
“I can’t keep anything squishy in stock, and my suppliers have been amazing,” she added. “I can let them know and I’ll have boxes of stock arrive sometimes the next morning. I’ve been weighed down with samples today, and I still have plenty of my favourite suppliers to
I’ve been weighed down by, 2026 is looking travelled over for the event. He said
That sentiment was mirrored by Jane Hastings, owner of Toys, Toys, Toys.
Banaghans was presented with a Special Recognition Award
“I’m not a member, but I’m still welcomed to the show and they do a really great job of it,” she said. “I think independents are working hard but making the most of the crazes that are around right now. I’ve been having some trouble with my TikTok shop, but it hasn’t really mattered. I’ve been selling thousands of units over the counter; I’ve honestly never known anything like it.
McGillicuddy, fourth generation owner of McGillicuddy’s Toy Shop in Listowel, Co. Kerry, Ireland, had travelled over for the event. He said there was some exciting toy ranges across the show, but the best thing in his view is always the conversations with his fellow retailers. There is real enthusiasm to work more closely together, he said, bridging the gap between members in Ireland and the UK to pool knowledge and maximise their collective experience.
“That’s something I’m really the most excited about,” he said.
In the marquees, stands of brands big and small were busy. James Connolly, Director, Mojo Fun Ltd., was taking on feedback from retailers –namely the ever-present challenge
of increasing overheads and seemingly punitive policies beyond their control.
“In response to these added pressures, from 1 June we will be increasing our standard discount to Toymaster members from five per cent to 10 per cent,” he said. “We will also be offering this discount to other independent retailers. This will give an average margin return of 51 per cent across the entire range.”
Alf Blohm, Head of Sales UK, Craze Toys, said the show had been “really valuable” as the company continues to build its UK launch alongside new distribution partner DKB.
“It gave us quality time with independent retailers, strong feedback on key ranges such as Inkee, Glime and Bodyness, and a clear sense of where the biggest opportunities sit for the UK market,” he added.
Elsewhere, U&I Entertainment made its show debut, with a host of licensed and kidult collectibles, across Nintendo, Pokémon, sports and anime.
U&I Entertainment. Tony Mace, New Business Development Consultant, said: “I’ve been coming to the Toymaster show for years and years, and it’s always been a joy. This is our first year for U&I Entertainment and it’s been fantastic just to get products in front of the retailers. Great orders have been placed, and overall it’s a really good first show here.”
The evening events brought the industry together to share a well-earned drink and celebrate the achievements of some worthy award-winners.
The BTHA’s Director General Roland
to present a number of plaudits and congratulate the Toymaster team “for another amazing show”.
“It’s very typical of Toymaster to get all the little things that matter right, which add up to the big things that matter – I love that,” Roland said. “We make things that kids enjoy, and that they learn from, and that’s pretty special. The world of toys is a special thing and it’s better than all the others!”
The BTHA presented a Special Recognition Award to Hasbro’s Gerry Heeley, recognising a long career in the trade defined by loyalty, commitment, and dedication.
“Special recognition awards are for special people – and that is no exception tonight. He’s special, and this award marks a lifetime of amazing contributions to the world of toys,” Roland said.
The Toymaster team also presented gongs to recognise individuals and companies that go above and beyond in support of the buying group and its members.
Among the winners were David Livingstone, named Sales Agent of the Year; Asmodee, which took home the title of Supplier of the Year; and Banaghans, the recipient of a Special Recognition Award.
Jason Mahy, Managing Director of Aladdin’s Cave Ltd in Guernsey, and Allen Murray, the well-respected Ireland rep for One For Fun, were also presented with Golden Teddys, one of the industry’s most prestigious awards for individuals. The award was a fitting farewell to a long and successful career for Allen, who retired at the end of May.
The Toymaster May Show will return to the Majestic next year, running 18-20
Who can you spot in our selection of snaps taken throughout this year’s Toymaster May Show?
Are you FurReal?! Just Playʻs Amy Saunders with the latest and greatest
Always on-trend, Craze Toysʻ Alf Blohm had a great show
This is Heart! Jumbo Groupʻs Jacqueline Taylor-Foo with the new Hitster collab
All smiles with Lee Crocker, Country Manager UK and Ireland, Cobi
Brand-new Liʻl Worlds was a hit for the Craft Buddy team
The pop star University Games team with the hit Squeeze Poppers range MV Sportsʻ Dave Poulter is ready for his ‘board meetingʻ! All hands on deck with Cartamundiʻs Scott Garnerbundy-Higgs
Palling around with Palm Pals on the Aurora stand
Somewhere Designs
The
team were having a bubble with a host of newness
Somewhere over the Rainbow the Rainbow Designs team have plush aplenty
everything for a summer of sports and activity
amber@azariapr.co.uk | www.azariapr.co.uk
Azaria is a multiple-gold-award-winning family specialist PR and digital marketing agency, with a proven track record for building toy brands and driving sales through targeted creative and engaging multi-platform campaigns.
Well-known among the media, influencers and celebrities, Azaria is the go-to agency for all-things family and toy. Its client portfolio includes market leaders such as VTech & Leapfrog, Jumbo, My1stYears and ebebek, to name a few. From strategy to content to execution, Azaria handles it all. Now in its 21st year as an agency, the team’s experience and expertise includes:
● Media relations
● Product launches
● Celebrities and influencers
● Social creative content and advertising
● Digital media content and advertising
● Awards
● Sampling
● Brand and expert partnerships
● Product placements
● …and much more.
Clients can take advantage of Azaria’s comprehensive influencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Meanwhile, its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web traffic and product sales.
Azaria’s annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results.
vicki@elmermarketing.co.uk www.elmermarketing.co.uk
Vicki Marler-Hausen has been running Elmer Marketing for more than eight years but has over two decades of toy and licensing industry experience to bring to the table, having worked on many fantastic launches during her career. Best known for her roles at Bandai and Bladez Toyz, Vicki is well-connected in the world of toys and media, and offers a project management service to support clients with their trade, consumer, retail, social and event needs.
Vicki says: “If you’re looking for a safe and reliable pair of hands to bring a new product or brand to market, need assistance with your trade press commitments or require
additional help at a trade show, then please do get in touch.
“I can’t imagine working in any other industry after all these years, so you’ll be getting someone who understands what makes it tick. Companies are inevitably making cutbacks in PR this year to save costs, but it is still vitally important to be seen and heard. Don’t risk losing momentum or letting PR activity slip out of your marketing mix, where there’s a will there’s a way – and Elmer Marketing is here for it!”
Kilogrammedia
sam@kgmpr.com www.kgmpr.com
For over two decades, Kilogrammedia has been a trusted trade PR partner at the very heart of the brand licensing industry.
We have worked with brands ranging from heritage and entertainment to design and publishing, and licensees offering everything from stationery and apparel to toys and FMCG.
Our clients represent the full spectrum of licensing agents, brand owners and licensees. They deserve care, commitment and expertise.
And that’s what we give them. We ensure every client feels genuinely valued. Our bespoke PR planners are thoughtfully crafted to seamlessly support each brand’s unique marketing objectives. No
complex or contrived strategies here – just sharp, tailored thinking that gets results.
Whether you need a long-term, integrated PR strategy, a memorable product launch complete with a show-stopping event or a perfectly timed campaign that cuts through the noise, ask us.
Kilogrammedia delivers credible exposure – in the right places at the right time.
We understand the licensing world because we’ve lived in it for many years – building relationships,
amplifying brand voices, and turning licensing partnerships into headline moments.
Your brand has a story worth telling. We’ll make sure the right people hear it.
Kilogrammedia. Your story. Heard.
The toy trade is fortunate to have a wealth of PR agencies who not only know the ins and outs of communications and building brands, but also know the industry. From product launches, trade shows and trade marketing, to influencer campaigns, digital and social media, and experiential activations, they deliver measurable results that make your brand stand out from the crowd
Vista Public
JAP@VistaPublicRelations.com I www.vistapublicrelations.com
A communications and content agency for ambitious toy and play brands.
Celebrating 30 years in consumer brand building, Vista specialises in triggering emotional connections and delivering that ‘ah-ha’ moment to drive a sale.
Vista’s research arm examines parent perception, to identify opportunities and competitor threats. Its advertising, editorial, social and influencer delivery is tapped into sales channels, to demonstrate performance against business targets.
Working with industry leaders in play equipment safety inspections, Vista has insight into BSI standards development, changing consumer behaviours impacting the industry of play, and is tapped into media and networks leading play safety.
For clients, Vista operates an integrated agency model, where clients are valued and trusted partners. Operating only with the
highest standards of honesty and integrity, Vista’s mission is to always fight off the almost unstoppable forces of mediocrity. Give them a call to be included in Vista’s next parent research group, or to bounce around some fresh ideas.
“If you need a new PR agency, Jane and her team are incredible”
–Danielle Barclay, communications director, Micro Scooters
Contact: Jane Pavia at the email above for more information.
Tech toys come in all shapes and sizes, adding interactivity, smart features and fresh play patterns to everything from role-play to water blasters. Here we take a look at some of this year’s hottest tech-led lines, appealing to every age range, from preschoolers to kidults
PLAY TECH AI
sales@playtechai.com playtechai.com
FIZZ CREATIONS
Meet Buddy and Tilly, Play Tech Ai’s first AI-powered range. Buddy is designed to be the perfect companion for children, offering interactive experiences that foster emotional and social development. By talking, singing and moving around the room on command, Buddy provides a dynamic and engaging presence that supports children’s growth.
zoe.ryan@fizzcreations.com
fizzcreations.com
Buddly also features a stylus for interactive writing and drawing on his seven-inch screen – and a carry handle for on the go.
Fizz Creations continues to lead the charge in kidult and retro gaming, delivering nostalgia-driven fun that resonates with today’s gamers and gift buyers alike. From the much-loved Keyring Arcades to the multi-award-winning Arcade in a Tin, Fizz gaming products have become proven bestsellers across global markets.
shows on Kids TV, interactive games, and creative activities such as
This AI-powered educational robot is packed with thousands of shows on Kids TV, interactive games, and creative activities such as drawing. Whether it’s dancing, talking, exploring or learning, Buddy makes every moment exciting and engaging.
Buddy is designed to help emotional development and attachment – children often form strong emotional bonds with interactive toys, which can serve as reliable partners in learning and play. These attachments can help children develop social and emotional skills in a fun and playful manner.
Buddy can also enhance cognitive development and social interaction skills. By engaging in conversations, responding to emotions, and playing games, Buddy can help children develop empathy, communication skills and emotional intelligence.
And Buddy has a friend! Tilly is Buddy’s newest companion, reimagined in pastel purple and blue. Offering the same interactive features and lovable personality as Buddy, Tilly comes in a softer, calming colourway.
Just like Buddy, Tilly talks, listens, sings, moves and responds to children in fun and engaging ways, creating a sense of friendship while supporting creativity, confidence and everyday play.
The range offers retailers a compelling, accessible gifting proposition across a variety of attractive price points, tapping directly into the sustained appetite for retro gaming and playable novelty.
The portfolio has expanded into Wireless Plug & Play gaming systems, featuring world-famous licenses including Pac-Man, Tetris, and Galaga.
A standout launch is Tetris Duel, a first-of-its-kind two-player experience that brings head-to-head competitive gameplay to the big screen, complete with wireless joysticks shaped like iconic Tetriminos.
Looking ahead in 2026, the Fizz gaming universe continues to evolve with new formats such as Gaming Watches and Colour Handhelds, alongside the introduction of legendary titles including Street Fighter II, Commando, Missile Command, and Asteroids.
Fighter II, Commando,
With strong brand globally proven track
With strong brand recognition and a globally proven track record, Fizz Creations remains the partner of choice for retailers looking to capitalise on the evergrowing kidult gaming category.
VTECH
01235 555545
trade.sales@vtecheu.com
vtech.co.uk
The stage is set and the crowd is ready for the newest addition to the band, the Kidi Guitar Superstar. Young performers can take centre stage with this interactive guitar, designed to inspire musical creativity and imaginative play. Featuring four exciting guitar styles including acoustic, electric, rock and sound effects, children can strum the interactive strings and press the frets to experiment with different sounds and musical combinations.
including acoustic, electric, rock and sound effects,
Aspiring musicians can test their skills with a fun catch-the-light rhythm game by strumming the strings or tapping the whammy bar in time with the flashing lights. Budding band leaders can also build their own backing tracks using the fret buttons to add drum, piano and guitar sounds to the mix, or go solo to create original tunes and remixes.
catch-the-light rhythm game by strumming the
Packed with interactive features, the guitar responds with crowd-pleasing surprises when tilted during play, bringing the concert experience to life. It also includes 30 built-in melodies and can wirelessly connect to a compatible music player (not included), allowing children to jam along to their favourite songs in three different streaming modes.
BLADEZ TOYZ
023 9265 3104 | charlotte@bladeztoyz.co.uk
bladeztoyz.co.uk
The action continues in the skies as Bladez
evolution of Hot Wheels flying RC. The Hawk MAX is a larger scale, easy to fly racing drone that packs in all the features that made the original Hawk so popular, including 360 flips, LED lights, auto hover and multispeed control. This bestselling drone will be demonstrated alongside the all-new 4Trac Racer Drone - a legend on the track and in the air. Blending style with speed, this impressive hybrid vehicle is set to soar on to shelves in AW26 and you won’t want to miss it in action.
Designed for children aged five and over, the set includes a guitar strap and
PALADONE WECOOL TOYS
01273 230037
info@paladone.com
paladone.com / wecooltoys.com
Stock up on high-octane summer fun with the WeCool T-01 EBlasters; designed to deliver standout play value at an accessible price point. Edgy, colourful and built to catch attention, especially on the custom FSDUs, these compact blasters are ideal for creating an impactful instore display without stretching budgets.
Despite their size, EBlasters pack serious performance. Each unit requires 4x AA batteries, offering longer playtime than traditional pump water guns. With semiautomatic bursts and an impressive range of up to 7 metres (25 feet), they’re built for fast-paced outdoor action. The built-in LED light improves targeting, and the dual removable 180ml water magazines make refilling quick and easy, keeping the action going with minimal interruption.
With 10 different designs to choose from, everyone can find one that reflects their personality while soaking their friends. Suitable for children aged six and over, the T-01 range is ideal for getting youngsters involved in summer play.
To support strong retail presence, WeCool also offers custom freestanding display units. Holding three of the eyecatching designs, Camo, Patriotic and Zombie, each unit holds up to 75 products. Designed for flexible placement, including freestanding positions and endcaps, these displays maximise visibility and drive shopper engagement across the shop floor.
When it comes to getting value from toys, the demand from parents goes way beyond the price tag, according to the latest data from The Insights Family
The child influences. The parent decides. That dynamic has always defined the toy and play category. What the latest data from The Insights Family makes clear is that the criteria parents use to say yes has moved on.
The Insights Family owns the world’s largest continuous dataset on the family economy, surveying kids and parents across 22 markets. Its Q1 2026 TrendLens UK report, drawn from more than 2,500 parents and 2,500 kids aged three to 18, captures where parents’ attention and spending are going right now.
While families are not pulling back from spending altogether, they are becoming more selective about where their money goes “ “
Price still matters. But justification matters more Seventy per cent of UK parents say “good value for money” is a key factor in their purchase
decisions. That number is consistent, but what has changed is what parents mean by value.
Parents are asking questions that go beyond the price tag. Does
this help my child develop? Does it create shared experiences? Is it safe? Is it high quality? And increasingly, will they still be playing with it in six months, or will it be forgotten within a week?
While families are not pulling back from spending altogether, they are becoming more selective about where their money goes. The fastest-growing purchase drivers in the UK data back that up. Active play (+8.4 per cent), cognitive skills (+10.5 per cent) and independence-building (+9.5 per cent) are all up year-on-year as parent purchase motivators. Safety and quality are now the baseline expectation for any product in this category. What parents are increasingly looking for is what sits above that baseline: the outcomes the product delivers.
The products winning at retail are the ones that make the answer to “is it worth it?” easy before a parent reaches the checkout.
The toy and play industry needs to prove, before purchase, that its products have longevity “ “
at which a subscription becomes redundant, if it is used. The toy and play industry needs to prove, before purchase, that its products have longevity.
Arts and crafts is the category currently answering that question most effectively. In the Q1 2026 UK data, being creative (arts, crafts and photography) broke into the top 10 family activities for the first time, rising from 14th to 9th in a single quarter, up 38 per cent quarter on quarter. Parents are gravitating towards hobby choices that “makes us happy” rising 7 per cent quarter on quarter and “helps us bond as a family” holding strong as the second most-cited reason. Parents are increasingly looking for activities that create moments of joy and shared experience.
Parents are looking for evidence of reusability before they commit. Brands that make it visible in packaging, product descriptions and on shelf are speaking directly to what drives the purchase decision.
Replayability has become a purchase criteria
One of the growing signals in the data is parental appetite for products that can be used again and again, up 6 per cent yearon-year. Parents are weighing up whether a product has a natural endpoint, after which it sits unused, versus whether it comes back out week after week.
Subscriptions score highly with parents precisely because of this, with nine in 10 parents reporting that they have or would consider a subscription. Their value is ongoing utility. There is no single moment
Trust is built across the whole system now Most parents of Gen Alpha are millennials. Some older Gen Z parents are now entering that group too. This is a generation that built its decisionmaking habits around digital search, peer review, and on-demand information. Those habits did not disappear when they became parents.
Brand trust is the single most influential factor in purchase decisions at 75 per cent. Endorsement on a forum and blog influences 51 per cent of purchase decisions, growing by 4 per cent year-on-year. What this tells us is that parents are actively searching for information. They are looking for
confirmation that a product is right before they buy it, and they are drawing from multiple sources. Brands need to be present across all the channels parents consult during purchase consideration to build credibility at each stage of the journey.
The practical implication for marketers is consistency across touchpoints. A strong shelf presence with no online reviews leaves a gap. A campaign without supporting expert or community validation leaves a gap. Trust in 2026 is cumulative, and it needs feeding at every point where parents might go looking.
The UK parent making toy and play purchases right now is selective and informed. They are spending, but with more scrutiny attached to each decision. Products with clear replay value, a developmental or experiential benefit, and consistent presence across the sources that parents consult are better positioned to earn a share of wallet.
Data sourced from The Insights Family TrendLens UK and ROI Edition, Q1 2026. Survey conducted January to March 2026, n=2,493 UK parents; n=2,559 UK kids aged 3 to 18.
The Insights Family is the global authority for real-time market intelligence on the Family 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. For more information, visit: theinsightsfamily.com
Bigjigs Toys is warning of the dangers of counterfeit NeeDoh, as the number of fakes grows alongside soaring sales of the authentic hit sensory toy craze
They say imitation is the highest form of flattery. But in the world of toys, copycats pose a serious and potentially harmful threat, not just to brand owners and distributors, but to the end users themselves: children.
Legitimate toy companies spend significant time and resources to ensure the products they develop and distribute are safe for their young target audience. But counterfeiters cut corners, meaning consumers cannot be certain that the materials the products are made from are safe, or whether the toys pass other critical safety checks and legal certification.
A concerning cottage industry of fake products has in recent months sprung up around the meteoric rise of Schylling’s viral sensory toy brand NeeDoh, officially distributed in the UK and Ireland by Bigjigs Toys.
The safety of children is always our top priority Sam Ireland, Operations Director Bigjigs Toys “ “
See it, say it, sort it
Bigjigs Toys is calling on consumers to report ‘NeeDoh’ products they suspect are fake, ensuring authorities and legal enforcement partners can track down and remove potentially harmful products from shelves and digital marketplaces.
Bigjigs supplies the authentic version of the product to trusted retail partners, including Toymaster members and other independent specialist toy stores, national chains such as Smyths Toys and Waterstones, and garden centres.
Now Bigjigs is warning parents and shoppers to be vigilant following a surge in counterfeit versions of the fidget toys appearing through online retail channels and in stores across the UK.
Unscrupulous retailers and online sellers looking to capitalise on the craze could be selling families phony goods that are not only inferior, but potentially dangerous.
most sought-after brands. However, the craze has triggered an increase in fake products entering the market.
The company has shared the following warning signs to help customers and unwitting retailers spot counterfeit NeeDoh toys:
�The Logo Test: Genuine NeeDoh will feature a NeeDoh logo on the base seal and/or the official Schylling branding underneath.
The Smell: Authentic NeeDoh has little to no scent, while fakes may have a strong, unpleasant chemical smell.
Texture and Consistency: Real NeeDoh has a firm, memory foam-like squish. Counterfeits often feel sticky, greasy, overly soft, or full of air bubbles.
�Packaging: Legitimate products come in high-quality branded packaging. Plain plastic wrap or unbranded boxes are a red flag.
The Source: NeeDoh products in the UK and Ireland will show Bigjigs Toys as the distributor on the packaging or with a sticker. NeeDoh is not sold directly from China to consumers.
Sam Ireland, Operations Director, Bigjigs Toys, said: “The safety of children is always our top priority, and we’re concerned that these knock-offs not only fail to deliver the same quality experience, but may also expose customers to unregulated, harmful chemicals.”
Ask any toy retailer and they’ll tell you that demand for NeeDoh toys is skyrocketing. Bigjigs confirms that demand for these trending sensory toys has soared in recent months, with NeeDoh becoming one of social media’s
“We want people to feel reassured that they’re getting the genuine product and the best possible quality, without being misled, so we’re working closely with partners and enforcement teams to report counterfeit sellers,” Sam added.
Bigjigs Toys is also encouraging members of the public to report suspected counterfeit products, so that the details can be shared with both Trading Standards and legal enforcement partners.
As the UK toy market returns to growth, science and nature products are emerging as one of the sector’s most dynamic and resilient categories. TnP talks to some of the sector’s key suppliers about the category’s performance
“As the UK toy market returns to growth, science and nature products are emerging as one of the sector’s most dynamic and resilient categories. Across STEM kits, outdoor exploration, geology, fossils, sensory science and eco-themed play, suppliers are reporting both strong retailer demand and broadening consumer appeal.
While educational toys have long held a place within the market, the category is now evolving beyond traditional learning products into something far more experiential, collectible and lifestyledriven. The growth of kidult purchasing,
demand for screen-free play and increasing parental
Amy ScienceHarbourMuseum
Allison Maarek Buki France
Sabrina TweddleEduk8
Andrew Morris Thames & Kosmos
Ross DinosuitPadgett UK
SarahKidanticsClark
We’re seeing consistent demand across our traditional retail channels, but also a noticeable uplift in homelearning purchases, where parents are looking for products that combine education, value, and hands-on engagement
are seeing particular momentum.
“Environmental science is another area showing clear momentum. Products such as Green Engineering, Wind Power and the Renewable Energy Lab have become firm favourites, reflecting the wider cultural focus on sustainability, energy efficiency, and renewable technologies.”
That crossover between learning and entertainment is becoming increasingly important across the category.
Andrew Morris Sales & Marketing Director, Kosmos UK
focus on meaningful entertainment are all helping to reshape the modern science and nature aisle.
At the Science Museum Group, Amy Harbour, Head of Licensing and Commercial Partnerships, says consumers are actively seeking “meaningful play experiences” that balance education with fun.
For suppliers, the opportunity lies in combining educational credibility with immersive, hands-on experiences that feel relevant to the world that children are growing up in.
“Science and nature is playing an increasingly important role in the market’s return to growth, particularly as families seek more meaningful play experiences,” she explains.
A recurring theme across the category is that science toys are no longer viewed solely as educational aids. Instead, they are increasingly being positioned as engaging entertainment products with strong gifting and hobby appeal.
Cultural shifts
Amy points to the diversity now present within the category, from authentic fossil discovery kits to audio storytelling and sensory science.
Andrew Morris, Sales & Marketing Director at Thames & Kosmos UK, believes the category’s evolution reflects wider
combining educational credibility with across cultural shifts.
return
“What’s notable is how the category spans both education and entertainment,” she says. “The British Fossils collection offers tactile, real-world exploration through genuine specimens, while Tonies Discovery Crew brings science concepts to life through imaginative, narrative-led audio.”
he says. “We’re seeing consistent demand across our traditional retail channels, but
purchases, where parents are looking for
“The science and nature segment is evolving in a very positive way as part of the UK toy market’s wider return to growth,” he says. “We’re seeing consistent demand across our traditional retail channels, but also a noticeable uplift in home-learning purchases, where parents are looking for products that combine education, value, and hands-on engagement.”
He adds that products connected to sustainability and environmental science
The move towards immersive and experience-led products is also being seen by Kidantics. Sarah Clark, Managing Director, says the category is becoming increasingly collectible and visually engaging.
“The science and nature category is evolving strongly because it combines entertainment, discovery and education within a single purchase,” she says.
“At Kidantics, there has been exceptional interest following the launch of National Geographic Science across the UK and Ireland. The category is becoming more
experiential and collectible, with products such as excavation kits, crystal growing and geology sets performing particularly well thanks to their strong wow factor and hands-on play appeal.”
While the category is broadening, STEM-led products remain the strongest commercial driver.
Retailers continue to report high demand for products that combine experimentation, problem solving and scientific discovery with accessible, engaging play patterns.
According to Thames & Kosmos, growth is being driven particularly strongly by children aged eight to 12.
“For us, the core growth is coming from the eight-to-12 age group, which remains the sweet spot for most of our STEM portfolio,” says Andrew Morris
“This age range is curious, confident, and ready for more complex builds and experiments, and retailers tell us that parents are actively seeking products that both educate and inspire.”
The company is seeing strong performance across products including microscopes, metal detectors, rock tumblers and hydroponics kits, all of which offer practical, skill-building experiences.
The Science Museum Group is similarly seeing strong momentum in the seven to 11 age bracket.
“We find the seven-to-11 segment especially strong in science and nature products,” says Amy Harbour. “Children in this bracket are naturally curious and ready to engage with more complex ideas, making them ideal for products such as fossil identification kits, geode exploration or deeper science storytelling.”
However, suppliers note that the appeal of science toys is increasingly spreading across both younger and older age groups.
Early Years sensory science, slime products and tactile experimentation are continuing to gain traction, while older children and teenagers are engaging with more advanced STEM concepts through robotics, engineering and astronomy.
Eduk8 is seeing demand across multiple categories. “We’re seeing growth across science-led toys, outdoor exploration and eco-focused play,” says Sabrina Tweddle, business development manager
“Hands-on science products linked to experimentation, discovery and investigation remain particularly strong within Early Years and primary age groups, while outdoor and nature-based ranges are growing as parents increasingly prioritise environmental awareness, wellbeing and active play experiences.”
Screen-free science
That desire for hands-on learning is increasingly being linked to concerns around excessive screen time.
Allison Maarek, UK Sales Manager, Buki France, says parents and grandparents are actively looking for alternatives that promote curiosity and critical thinking. “We notice a clear return to STEM and nature/outdoors oriented kits and toys alongside the growing interest for building sets, collectibles and ‘kidult’ products and we believe that this is entirely due to the strong pull parents and grandparents are feeling towards a type of play that can keep children away from the constant pull of screens,” she observes. “Learning through play is definitely taking centre stage ,and we’re here for it.”
Thames & Kosmos
Alongside STEM, suppliers are seeing increasing demand for products linked to outdoor exploration, sustainability and environmental awareness.
Retailers are expanding ranges that encourage nature-based discovery, geology, fossil collecting and renewable energy experimentation.
At Thames & Kosmos, environmental science kits are among the company’s strongest performers.
“These themes resonate with both
“We find the sevento-11 segment especially strong in science and nature products. Children in this bracket are naturally curious and ready to engage with more complex ideas
”Amy Harbour, head of licensing and commercial partnerships Science Museum Group
Science and Museum Group
children and parents, and retailers are leaning into ranges that feel relevant to the world kids are growing up in,” says Andrew Morris Forest school-inspired products and outdoor learning experiences are also expected to continue to expand.
Sabrina Tweddle points out:
“Within the science and nature sector, there is growing demand for products that encourage real-world discovery, environmental awareness and hands-on exploration.
“We also expect forest school and outdoor learning products to continue growing in popularity, particularly following increased government recommendations around children spending more time learning outdoors.”
The focus on real-world interaction is becoming central to the science and nature category’s identity.
Rather than simply replicating classroom science, brands are increasingly creating products that encourage active participation, along with experimentation and creativity.
Ross Padgett, Founder and Designer at Dinosuit, believes the category’s success lies in its ability to combine learning with imaginative play.
“We’re seeing science and nature toys move away from purely educational positioning and become more experienceled,” he explains.
“Children still want to learn, but they also want immersion, creativity and physical interaction. Products that combine making, storytelling and play are performing particularly well because they feel less like traditional ‘learning toys’ and more like experiences that children actively participate in.”
Ross also emphasises the growing overlap between science, construction and roleplay.
“In our case, children aren’t just learning about dinosaurs – they’re constructing something physical and then transforming into the character through movement and storytelling. That combination of making and roleplay is resonating strongly with both children and the adults buying the product.”
One of the biggest shifts influencing the category is the continued growth of the kidult market.
Science and nature products are increasingly appealing to older consumers seeking hobby-led, skill-building and collectible experiences.
Thames & Kosmos says the trend is creating strong opportunities for premium STEM products.
“Across our STEM and science ranges, we’re noticing a rising number of older buyers who are looking for products that offer depth, authenticity, and long-term engagement,” says Andrew Morris. “These consumers aren’t just purchasing for children; they’re buying for themselves, for shared family experiences, or as part of a personal hobby.”
Remote-control robotics, geology kits, microscopes and astronomy products are all benefiting from this crossover.
Kidult trend
“We’re also seeing increased interest in geology, fossils, and natural-world collectibles,” Andrew adds. “As the kidult market grows, the appetite for authentic, science-based collectibles grows with it.”
The Science Museum Group is also seeing crossover appeal develop naturally through authenticity and storytelling.
“There are clear opportunities here, particularly with ranges like the British Fossils collection,” says Amy Harbour “Rather than targeting the kidult market directly, our approach is to focus on authentic storytelling and high-quality content that naturally appeals across the age groups.”
Kidantics similarly believes the category is broadening well beyond traditional toy consumers. “Consumers are becoming more drawn towards science products that feel collectible, immersive and experience
led,” says Sarah Clark. “Premium STEM kits, crystal growing, geology and anatomy-based products are all helping broaden the category beyond traditional toy consumers.”
Interestingly, many suppliers note that the strongest crossover often happens through family participation rather than standalone adult collecting.
“Hands-on science and nature activities encourage shared learning, creativity and quality time away from screens, helping products appeal across multiple age groups and abilities, rather than solely to the child,” says Sabrina Tweddle
Looking ahead, suppliers identify several emerging trends that are likely to shape the category over the next few years.
Space exploration is expected to become a major growth area. “We’re seeing a significant increase in interest in space travel and outer space, driven by NASA’s Artemis mission and the race to return to the moon,” says Amy Harbour.
“This excitement is feeding directly into product development across categories.”
Sensory science is another key growth area, particularly within Early Years.
Sabrina Tweddle notes that “sensoryled learning is becoming increasingly important” as consumers continue to value tactile and open-ended experiences.
At the same time, category boundaries are continuing to blur.
“One of the biggest trends is the continued blending of categories,” says Ross Padgett. “Construction, STEM, costume play, collectibles and experiential products are increasingly overlapping rather than existing separately.”
This convergence is allowing suppliers to create more immersive products that deliver broader play value and stronger shelf differentiation.
Licensing is also continuing to play an important role. Brands such as National Geographic and Science Museum are helping retailers communicate educational credibility while also offering recognisable consumer appeal.
“Trusted brands such as National Geographic offer retailers strong consumer recognition, educational credibility and standout shelf appeal,” says Sarah Clark
Despite the category’s positive momentum, suppliers acknowledge there are still commercial challenges.
Retail space and pricing pressures remain ongoing concerns, particularly in a competitive market where products must demonstrate immediate value.
“The main challenges remain retail space and pricing pressures, particularly
“
” Consumers are becoming more drawn towards science products that feel collectable, immersive and experience led
Sarah Clark, managing director, KidAntics
within a competitive market where products must demonstrate clear value and strong sell through,” says Sarah.
Science and nature products also often benefit from demonstration and interaction, making effective merchandising increasingly important.
“The challenge is ensuring these products are experienced in-store,” explains Amy Harbour. “Science and nature products, particularly hands-on kits or sensory ranges, benefit hugely from demonstration and display.”
At the same time, suppliers see growing opportunities as consumers continue seeking meaningful alternatives to passive digital entertainment.
“As AI and digital technology continue to increase in everyday life, we expect growing demand for tangible products and authentic hands-on experiences that encourage exploration away from screens,” says Sabrina Tweddle
Buki France echoes that view, stressing the importance of preserving creativity and independent thinking. “When we design our products and accompanying booklets, we always leave a part open for imagination and critical thinking by guiding the children only part of the way, letting them make their own decisions for the rest, and hopefully learning from it,” says Allison Maarek.
Ultimately, the science and nature category appears increasingly well positioned within the modern toy market. By combining education, entertainment, collectability and real-world relevance, suppliers are creating products that resonate across age groups and retail channels alike.
As demand grows for screen-free discovery, purposeful play and immersive experiences, science and nature toys are becoming one of the industry’s most important growth stories.
SCIENCE MUSEUM GROUP
britishfossils.co.uk funtimegifts.co.uk tonies.com
In a market saturated with fleeting trends, the enduring appeal of science-led play continues to gather momentum. Nowhere is this more clearly demonstrated than in the Science Museum’s expanding STEM badge programme, and in particular its latest collaboration with British Fossils. Launched at Spring Fair 2026, the Science Museum collection and discovery sets mark a confident step forward for educational toys that are as authentic as they are engaging.
At the heart of this collection is something refreshingly simple: real objects, real science and real moments of discovery. Whether it’s cracking open a geode to reveal crystal formations, examining the spiral symmetry of ammonites, or comparing the textures of minerals, these kits bring the natural world into the home in a tangible, accessible way. In an increasingly digital age, that physical connection carries real weight.
The five-piece range, spanning the Fossil & Mineral Discovery Set, Break Your Own Geode Kit, and three premium specimen collections, has been carefully designed to meet the growing demand for products that deliver both play value and educational credibility. Each element reflects the Science Museum’s commitment to scientific rigour, with supporting materials that explain not just what children are seeing, but why it matters.
Importantly, the collaboration also speaks to a broader shift in consumer priorities. Parents and gift buyers are increasingly seeking products that feel meaningful, sustainable and enriching. By using genuine, responsiblysourced specimens, the British Fossils range taps directly into that mindset, offering something that feels considered rather than disposable.
This focus on authenticity aligns neatly with the wider success of the Science Museum’s STEM badge portfolio. From screen-free audio storytelling with tonies to hands-on material science kits, the programme has built a strong reputation for delivering playful, high-quality learning experiences. The addition of the British Fossils range strengthens that proposition further, expanding into geology with confidence and clarity.
01293 364364 enquiries@kidantics.co.uk www.kidantics.co.uk
KidAntics continues to see strong momentum within the science and nature category following the launch of National Geographic Science across the UK and Ireland. Combining globally recognised branding with hands-on STEM play, the range is resonating strongly with retailers looking for products that blend learning value with strong gifting appeal.
The initial National Geographic Science range plan features more than 30 products spanning excavation kits, crystal growing, geology, earth science and hands-on STEM activity sets, with further expansion already planned for 2027. The range combines trusted educational heritage with immersive play experiences and strong shelf appeal across toy, gift, museum and educational retail channels.
Standout products include the National Geographic Earth Science Activity Kit and Crystal Garden. The Earth Science Activity Kit features more than five engaging STEM activities, including crystal growing and volcano eruptions, alongside 10 genuine geological specimens that add an exciting collectable element. Crystal Garden combines creativity with science, allowing children to grow vibrant, crystal-covered trees while learning about crystal formation and chemical reactions through visually engaging play.
KidAntics continues to see growing demand for products that encourage screen-free discovery and immersive learning experiences. Parents are increasingly seeking toys with genuine learning benefits, while children are drawn to highly interactive activities that create memorable moments. The category is also evolving beyond traditional educational toys, with science products becoming increasingly collectable, giftable and entertainment led.
The range is already generating significant interest across toy retail, museums, garden centres, visitor attractions and department stores.
DINOSUIT
07401140526
ross@dinosuit.co.uk
www.dinosuit.co.uk
Dinosuit is an award-winning, wearable dinosaur construction kit that combines building, imaginative play and real-world design thinking.
Originally
Children first construct the dinosaur using lightweight structural components before strapping it on, controlling the movement, and bringing it to life through play. The experience blends creativity, problem-solving and physical interaction in a way that sits naturally between construction toys, costume play and STEM-inspired learning.
Originally developed from a classroom art and design project, Dinosuit has evolved into a retail product now stocked in museums and educational spaces across the UK.
As parents increasingly look for products that combine entertainment with meaningful engagement, the company says it is seeing growing interest in toys that encourage children to build, invent and interact physically with what they create.
Dinosuit recently won Best New Product in Play at Top Drawer 2024 and has also featured alongside immersive dinosaur experiences in London, reflecting growing demand for products that connect imaginative play with learning, creativity and real-world experiences.
THAMES & KOSMOS
01580 713000
sales@thamesandkosmos.co.uk
thamesandkosmos.co.uk
Thames & Kosmos has decades of experience creating engaging STEM products across a wide range of disciplines, including engineering, chemistry, natural sciences, space exploration, and environmental studies, all designed to make learning both accessible and exciting.
Thames & Kosmos products have inspired future engineers, biologists, chemists and inventors, introducing young minds to the scientific principles and STEM disciplines that continue to drive innovation, discovery and progress around the world.
Building on its established Science and Nature portfolio, Thames & Kosmos will also be expanding the range in 2026 with a number of exciting new additions.
Digital Microscope with HD imaging & LCD display
The Thames & Kosmos Digital Microscope is the latest in the Essential Stem range of products. It comes with up to 120x optical zoom and eliminates the need for an eyepiece as everything can be viewed on its 7cm colour screen, which can be manually focused or digitally zoomed. The product retails at £49.99 and also comes with 16 prepared specimens to get you started, as well as tools to prepare your own slides.
BUKI FRANCE
amaarek@bukifrance.com www.bukifrance.com
Buki’s high-quality educational toys are now set to hit more and more UK shelves in the coming months.
Potions Lab, a new chemistry lab designed specifically for those who are little witches and wizards at heart, won the 2026 Hero Toy Awards in the STEM/Educational category during Buki’s first participation in London Toy Fair. It is joining Smyths Toys’ selection, and will appeal to fans of the world of magic and budding scientists alike. This product sees one of Buki’s two leading characters – Lea – donning the witch’s gown in a very eye-catching display.
In the box, which cleverly becomes a little display shelf for the little chemists’ creations, all the necessary tools and materials to create and customise 15 different potions can be found. Pearly pigments, confetti, ribbons, charms, stylish labels and sparkles will help make each creation unique – blending chemistry kits with arts & crafts.
Next up is the Hydroponics Lab, providing a fun and engaging introduction to Hydroponic gardening.
Remote-control machines
the
The growing adventure begins with the easy-to-assemble greenhouse; once set up you can grow the included salad greens and harvest them once they are ready. A 32-page guide is included that provides information on everything from setting up the kit to tending your growing vegetables in an environment that requires no soil or watering. Suitable for children aged eight and over with a £19.99 price point – making it ideal to stock in toy shops and garden centres.
easy-to-assemble can salad greens and harvest them once they are ready. A 32-page guide is own via to models mechanical suitable for robotic creators
Moving in to the world of robots and the science behind them, Remote Control Robotics is the latest STEM kit that allows budding robotic engineers to go on a remote-controlled robotic adventure. Build your own motorised vehicles with up to three degrees of freedom, and control them via the six-button wi-fi remote.
Up to 10 different models can be assembled; these showcase a range of robotic possibilities as well as demonstrating several principles of mechanical design. Priced at £59.99 and suitable for robotic creators aged eight and over.
EDUK8
sabrina@eduk8worldwide.co.uk www.eduk8worldwide.com
As outdoor learning and hands-on exploration continue to grow in popularity, products that encourage children to connect with nature in meaningful ways are becoming increasingly important. At Eduk8 Worldwide, the team is passionate about creating resources that inspire curiosity, creativity and environmental awareness, which is exactly what the new Create a Woodland Tree Kit has been designed to achieve.
This large (1.32m high) wooden interactive resource invites children to decorate and explore their very own woodland tree scene using natural-inspired components including leaves, moss, mushrooms and woodland shapes. More than just a craft activity, the kit has been developed as a versatile educational tool that supports learning across early years,forest school and educational environments.
The beauty of the Create a Woodland Tree Kit lies in its flexibility. It can be used to introduce discussions around the seasons, habitats, wildlife and changing environments, while children engage in imaginative, sensory-rich play. The included teaching guidance helps maximise learning opportunities, making it ideal for both structured activities and child-led exploration.
As more emphasis is placed on sustainability and outdoor learning, resources that encourage a connection with the natural world are becoming increasingly valuable. Made from durable, recyclable materials and suitable for indoor or outdoor use, the kit comes in two parts, and has been designed to stand the test of time while encouraging collaborative play, creativity and discussion.
JAMES GALT & CO
0161 428 9111
salesuk@jumboplay.com
Galt, part of Jumbo Group, is strengthening its commitment to educational play with its Science and Horrible Science ranges.
Designed to improve shelf appeal while highlighting strong STEM learning credentials, the range continues to gain popularity with parents, educators and children. Through hands-on experiments, sensory play and problem-solving activities, the products encourage curiosity, creativity and scientific discovery.
The Horrible Science range, as seen on BBC iPlayer, features bold new graphics reflecting its humorous and gruesome approach to learning. Together, both ranges continue to make STEM subjects engaging, accessible and fun for young scientists everywhere.
MOJO FUN LIMITED
01422 413674
sales@mojofun.co.uk
With the rise in the collectable and kidult market, Mojo Fun recently launched a range of products under the category Enthusiast Collection.
The range features elaborately painted birds, predominantly garden birds from the UK and Europe. Each sits on a base and includes a QR code that can be scanned for facts and information and also includes the bird song. The Enthusiast range also includes a selection of Koi Carp, given their popularity within modern culture.
Mojo Fun Director James Connolly says: ‘‘Animals are constantly trending on social media and this increases their popularity when it comes to the figurines. Current favourites include Capybaras, Axolotls, Red Pandas, Fennec Foxes, Arctic Foxes, Meerkats and Otters, all of which are available in the range. The bird range should also benefit from the upcoming Angry Birds Movie, especially the Red Cardinal, Blue Jay and Oriole, once the film is released.’’
Based in West Yorkshire, the Halifax-based warehouse fulfils all orders within 48 hours, and Mojo Fun ships all UK orders on a next-day delivery service.
TRENDS UK
01295 768078
info@trendsuk.co.uk
The new season has brought with it new science kits to encourage inquisitive minds to explore the world around them in an interactive manner.
The team behind Science Mad! has been creating great science toys for 24 years and the value of that experience can be seen in its latest lines. Squishy Dissectables 2 Pack (Frog and Bat) is a safe, hands-on anatomy set that welcomes children aged six-plus to explore the fascinating world of animal biology. Perfect for budding young scientists and curious minds alike, the set features realistic frog and bat models; each includes a detailed plastic skeleton within a soft, non-toxic gel body. Children can use the plastic scalpel to uncover organs and learn how body systems work. The reusable gel allows for repeated experiments and lasting play value. A fully illustrated instruction manual provides easy, step-by-step guidance. This fantastic new kit joins many other fun items in the range, including the Around the World 10in-1 Excavation Kit and the 2-in-1 Plasma Globe and Energy Bar.
Product: Cuddle Cubs
Company: Charlie Bears
Phone: 01566 777092
Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Email: uk-sales@charliebears.com
Web: charliebears.co.uk
Product: Minions RC Jumbo Inflatables
Company: Bladez Toyz
Phone: 023 9265 3104
Email: charlotte@ blazeztoyz.co.uk
Web: bladeztoyz.co.uk
Product: Nunos Lil’ Monsters
Company: Craze Toys
Phone: 07908 793246
Email: alf.blohm@craze-group.com
Product: Hape Field Microscope Company: Smart Toys and Games
Phone: 01903 885669
Email: uk@smart.be Web: smarttoysandgames.co.uk
Web: craze.toys
Product: KPop Demon Hunters 14-inch bike Company: MV Sports Phone: 0121 748 8000
Email: info@mvsports.com Web: mvsports.com
Product: 3D Top Gun Logo Company: Cobi
Phone: 07584 858978
Email: l.crocker@cobitoys.co.uk
Web: cobitoys.co.uk
