Progressive Party Europe: Jan/Feb 2026

2025 was something of a quieter year for the party industry and fortunately saw far less casualties than 2024. While it did begin with the demise of Party City, as it continued, we saw new partnerships, collaborations and launches take place that are all shaping the new landscape of the sector.

A number of companies are joining forces, as Rubies and Smiffys did in 2024, to create party powerhouses. Riethmüller and Folat partnered early in the year and Folat then recently joined forces with Anagram, with the trio heading to Spielwarenmesse for the first time this year to showcase their united front.

Distribution deals, such as that of Widmann appointing Fancy Dress Wholesale, are also strengthening the services offered to retailers in the UK and further afield.

Spielwarenmesse will see many of these new endeavours on display and there is also plenty of new product development being prepared ahead of the 75th annual show from 27 – 31 January, as you’ll see in this issue’s preview.

Hot on the heels of the Nuremberg visit, Spring Fair returns to the NEC Birmingham from 1-4 February with a new Retail Alchemists: Masters of the Mix theme, which we look at in more detail in this

issue, as well as finding out what the party exhibitors have planned for the show.

Also new in 2025 was BAPIA’s CAP Expo, a UK show designed purely for the balloon, party and celebration industry. The inaugural event was such a standout success that it will return this year with a bigger and better show, which is also outlined later in this issue.

Following the spring shows, Q1 brings a wealth of opportunity to the party industry with Carnival beginning in February and World Book Day following in March. We caught up with some key suppliers for these celebrations to find out their expectations, what is trending and what’s new for retailers to stock the shelves with this year.

It’s a busy start to the year, so all that’s left for me to do is to wish you all the very best for 2026, I hope the New Year brings a wealth of opportunity and success for you all.

See you at the shows.

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OppoSuits partners with Hasbro

WildBrain has supported OppoSuits and Hasbro in signing a multi-property deal that includes Transformers, My Little Pony and Monopoly, among others.

“The demand for licensed OppoSuits products is undeniable. We’ve seen strong results over the past years with collaborations such as Super Mario, Sonic, Warner Bros. and most recently The Smurfs - proof that ’90s nostalgia is exactly what our fans are looking for,” said OppoSuits’ creative director, Rick van de Giesen.  OppoSuits is currently developing multiple cross-category collections set to launch in mid-2026, working closely with WildBrain CPLG and

Hasbro to ensure a powerful and well-executed marketing rollout.

Below: Opposuits’ new deal includes Transformers, My Little Pony, Monopoly and more.

BAPIA launches new ‘Trusted Supplier’ initiative

With the increasing circulation and online availability of unofficial licensed products, BAPIA has launched The Trusted Supplier Compliance Charter.

The new scheme is designed to give the industry confidence when purchasing goods from one of the participating suppliers, that they will only be getting officially licensed, lawful and safe goods.

Jacob Megram of BAPIA said: “One of the main concerns we hear from our members is the importance of being able to rely on BAPIA supplier members to provide only officially licensed, lawful products.

“We wanted to create a way to give them that confidence and assurance. As supplier members sign up, we will announce them, and their new Trusted Supplier badge will appear alongside their logo in the Supplier Centre on the BAPIA website and we hope, on the suppliers’ own websites too.”

For decorators and businesses, the risks of using unlicensed products are very real, from fines issued by Trading Standards to the loss of social media accounts such as Instagram or TikTok. For many, losing access to these platforms can be devastating.

The new initiative helps safeguard members while also supporting manufacturers and suppliers by promoting stronger, more transparent relationships and encouraging buyers to avoid the risks of unregulated online marketplaces.

BAPIA has long raised awareness of the pitfalls of copyright infringement and unlicensed goods. Resources can be found on the BAPIA website, alongside further details of the new Trusted Supplier Compliance Charter.

JANUARY/FEBRUARY 2026

Partyking in Sweden celebrates seven million orders

Partyking AB, operating the websites Partykungen.se, Partyking.no, Partyking.dk and Partyking.fi, has reached an impressive seven million orders since its launch in 2009.

The latest milestone marks another confirmation of the company’s strong growth and loyal customer base.

“It feels absolutely incredible. Our journey has always been about bringing joy, and the fact that so many people choose us for their celebrations is something we’re extremely proud of,” said Johan Lingvall, ceo of Partyking.

In recent years, Partyking has continued to grow, both in Sweden and internationally. With a strong focus on customer experience, fast deliveries and a constantly updated product assortment. Products are shipped from the company’s warehouse in Gävle, Sweden - where everything from Halloween costumes to balloons and novelty items is handled.

“We continue to see strong demand, especially ahead of seasonal events such as graduations, Halloween and Christmas. It’s clear that people want to celebrate and have fun — and that’s exactly where we want to contribute,” Johan continued.

Unique UK appoints new senior leadership team

Unique UK has appointed a new senior leadership team, marking an exciting step forward for the business.

Garth Smithson has been named UK operations director and general manager and Ciera Noble as UK senior business manager.

Garth joined Unique in June 2003 and for more than 20 years has been a driving force behind the company’s success. His deep operational and distribution experience, paired with a grounded,

people-first approach, supports a culture of proactive, data-driven decision-making and practical problem-solving.

In his new role, Garth will work closely with cross functional department heads and corporate business leadership to ensure smooth coordination across key initiatives.

Since joining Unique in 2014, Ciera has shown

Anagram and Folat forge strategic distribution partnership

Anagram and Folat have announced a new distribution partnership that will strengthen category growth across the UK and EMEA region.

The collaboration brings together two industry leaders with a shared vision: to deliver happiness through exceptional products and experiences to customers, while driving innovation and accessibility in the balloon and party category.

background, she brings a valuable perspective to Unique’s culture and a thoughtful view into the employee, departmental and organisational dynamics that influence strategic initiatives.

exceptional commitment and a clear understanding of what truly powers the business: its people.

With a strong HR

By combining Anagram’s product portfolio with Folat’s strong selling and distribution capabilities across Europe, this partnership creates a powerful platform for growth.

Retailers and customers across the UK and EMEA will benefit from:

• Broader assortment: Access to an expanded range of high-quality balloon, party products and costumes.

• Improved availability: Enhanced distribution and supply chain efficiency for faster delivery.

• Category growth: A strategic focus on innovation and customer engagement to elevate the party experience.

• Licences: Joining forces enables us to offer a wide range of licences.

“This partnership represents a significant step forward in our mission to bring Anagram’s premium products to more customers across the UK and EMEA,” said Kyle Duea, ceo at Anagram. “Together with Folat, we’re creating a strong foundation for category growth and customer success.”

“We are thrilled to collaborate with Anagram and leverage our regional expertise to deliver exceptional value to retailers and consumers,” said Daan Nieuwland, ceo at Folat & Riethmüller Europe.

“This partnership is about building opportunities and driving innovation for the future.” said Mike van Noord, cpo at Folat & Riethmüller Europe.

As part of this strategic evolution, Anagram has made the decision to close its UK warehouse and sales office to streamline operations and fully leverage Folat’s robust distribution network to better serve customers.

The move allows Anagram to focus on innovation and product development, while ensuring customers benefit from faster delivery and improved service through Folat’s established infrastructure.

As part of the new chapter Folat & Riethmüller Europe is committed to work with the UK team and the account managers going forward. Anagram would like to thank its UK employees for their dedication and expertise this past year.

Ciera will provide day-to-day oversight across UK sales, creative and HR services, helping guide the teams and shape their continued growth.

Unique UK commented: “We look forward to the leadership, collaboration, and fresh energy Garth and Ciera will bring as they continue to support and elevate our UK teams.”

Gemar expands presence in Asia

Sunmicrotek Co, based in Seoul, South Korea, is now the official distributor of Gemar in Asia.

Through its premium brand, Witty Party, Sunmicrotek has built a strong reputation, offering high-quality products that inspire creativity and celebration. From elegant décor to festive essentials, Witty Party shares the same passion for excellence and attention to detail that defines Gemar.

“We had the honour of personally welcoming Witty Party and we truly admire their professionalism. We share with them the same passion for balloons and we are confident that together we will expand Gemar in Korea,” said Gloria Veta, chief brand and sales officer, Gemar.

The partnership marks a significant milestone in Gemar’s international expansion strategy. South Korea represents a vibrant and trend-driven market where design, quality and innovation are key. Working together with Sunmicrotek allows Gemar to reach new customers and professionals who seek not only products, but also inspiration and artistry in every celebration.

“This partnership is more than a business step — it’s a meeting of shared values. Witty Party’s dedication to quality and creativity perfectly reflects Gemar’s philosophy, and we look forward to a bright future together,” commented Genesio Rocca, Gemar president.

US: Disguise celebrates three years as number one costume manufacturer

Circana stats show that Disguise is the number one costume manufacturer YTD in the US for the third consecutive year.

Disguise has announced that it has been ranked the top costume manufacturer in the US for year-to-date (YTD) 2025, according to Circana (Source: Circana, Retail Tracking Service, Costumes Supercategory, Dollars Adjusted, Jan–Sept

2025 and Jan 2023–Dec 2024). This marks the third consecutive year Disguise has held the top spot, after previously rising from number two in 2022.

Disguise attributes its continued growth and market leadership to its

Party City makes ‘store in store’ return

Party City is making a comeback in New Jersey after closing all 800 of its stores.

The US retailer is opening smaller ‘store within a store’ sections inside select Staples locations in Burlington, Camden, Cape May and Gloucester counties.

The new Party City sections will be placed near the entrances of Staples stores and will focus on seasonal items, costumes and party supplies.

“We have a little bit of it up right now,” said Dave Sprout, supervisor at a Staples store. The store is currently in the process of a remodel to accommodate Party City, he said.

The party supplier is also expanding its ecommerce offering and in 2025, Party City announced a partnership with DoorDash, enabling customers party essentials delivered directly to them.

commitment to quality licensed products and the expansion of its portfolio of brands over the past five years.

A major driver of this success has been Disguise’s powerhouse gaming portfolio, led by Minecraft, which was the company’s number one costume licence in the US in value sales for year-to-date (YTD) 2025 and the number three costume licence in the US by value sales for YTD 2025, according to Circana (Source: Circana, Retail Tracking Service, Costumes Supercategory, Dollars Adjusted, Jan – Nov 2025).

The release of A Minecraft Movie in April 2025 fuelled exceptional demand for the already popular Minecraftbranded costumes – a licence Disguise has held globally since 2017.

Disguise’s new-for-2025 Chicken Jockey Pop-Up Costume quickly became one of the year’s most in-demand products, with retailers selling through

“When we got into the Party City business, my first thought was simple: deliver the party quickly and conveniently,” said Joel Weinshanker, ceo of Party City’s new owner, Ad Populum. “And I know from personal experience – maybe more than once – that plenty of us need a lastminute balloon rescue. With Party City and DoorDash, the balloons and the party always arrive on time.”

inventory well before October. The costume’s popularity even sparked resale listings on eBay for nearly three times its original retail price.

“We are extremely proud of the success and growth we have achieved over the past three years to become the top costume manufacturer in the US and anticipate even more proud moments ahead,” said Tara Cortner, president and gm of Disguise. “Minecraft continues to be a cornerstone of our success. Our long-term partnership with Minecraft has allowed us to bring its world to life through costumes that resonate with fans of all ages. The excitement around A Minecraft Movie this year took that connection to an entirely new level.”

Earlier this year, A Minecraft Movie Instagram account revealed that a second film is officially on the way for 2027.

Harlequin Fancy Dress opens new store

Harlequin Fancy Dress has opened its second store in Westlegate in the city.

Justin Attwell, owner, will be running the shop with his partner, Sean and has stocked a variety of costumes, as well as accessories, wigs and make-up and props and animatronics.

Harlequin Fancy Dress is a family run business and began life 28 years ago in Maidstone, Kent. Purchases can also be made online for a click and collect service in store and the business hopes to offer balloon deliveries in the local area.

Below: The new store will offer a range of costumes, accessories and animatronics.

Widmann partners with Fancy Dress Wholesale

Fancy Dress Wholesale has been appointed as the UK wholesaler for Widmann Milano Party Fashion.

Founded in Italy and operating internationally for over 65 years, Widmann is a family-owned company with an extensive, trend-led portfolio. Widmann offers a fancy dress assortment for the European market, spanning costumes, accessories, wigs, hats, masks and seasonal ranges. The brand offers depth across key commercial categories supported by consistent quality, eye-catching packaging and strong sell-through performance at retail.

Cesar Campos, sales and international development manager, Widmann Milano Party Fashion said: “This new partnership marks a significant step forward for the UK market, strengthening local supply by combining Widmann’s full European range with Fancy Dress Wholesale’s UK-based warehousing, logistics expertise and customer-focused service model.”

With over 25 years of trading in the fancy dress industry, Fancy Dress Wholesale has a reputation as a reliable and responsive wholesale partner. Its in-depth understanding of retailer needs is reflected in its

Peter Rabbit joins Smiffys

In a new deal with Penguin Ventures, the Consumer Products & Experiences team at Penguin Random House Children’s UK and owner of THE WORLD OF PETER RABBIT, Smiffys will create a collection of Peter Rabbit-themed costumes, accessories and partyware.

The World of Peter Rabbit is an instantly recognisable brand, beloved by generations of children and families around the world. Beatrix Potter’s timeless characters have become synonymous with nostalgia, adventure and classic British heritage, making them a perfect addition to Smiffys’ range of high quality dress-up products.

The new collection will feature costumes for toddlers and children aged two to nine, along with themed accessories and party decorations, designed to capture the charm of the original stories.

“There are dress-up and party opportunities with Peter Rabbit year-round, from at home role-play

focus on consistent stock availability with efficient and flexible logistics.

The partnership introduces a hybrid stock model designed to give UK retailers the best of both worlds. Retailers can now benefit from over 4,000 SKUs stocked in the UK, available for next-day delivery with a low minimum carriage paid order value and 17,000+ Widmann products available via import-ondemand, providing fast access to the full Widmann catalogue without the complexity or risk of direct importing.

All products are supplied through a UK-based operation, reducing lead times, simplifying purchasing and improving cash-flow efficiency.

Early demand driven directly by UK retailers has already resulted in a broader and more diversified UK stocked range, with further expansion planned throughout the year.

In 2026 Fancy Dress Wholesale aims to hold more than 6,000 SKUs in UK stock, underlining a commitment to long-term growth and market leadership.

Scott Pickworth, Widmann sales representative in UK and Ireland said: “Halloween, Book Day and Christmas continue to represent the most commercially critical trading periods for the fancy dress industry.

“To ensure continuity of supply and protect retailers against seasonal demand spikes, Fancy Dress Wholesale is actively encouraging advance ordering, supported by its growing UK stockholding and scalable import-on-demand capability.”

To support new partnerships and encourage early-season ordering, Fancy Dress Wholesale is offering a 5% discount on all orders placed in February 2026, coinciding with Spring Fair.

and gifting, to Easter celebrations, birthday parties and baby showers,” commented Dominique Peckett, director at Smiffys. “We are excited to be working with this

legendary brand once again to bring creative new Peter Rabbit costumes and partyware to the market.”

Zoe Smith, senior licensing manager, Penguin Ventures said: “We are thrilled to see Peter Rabbit’s timeless charm brought to life through Smiffys’ new collection of dress-up costumes and partyware. This partnership allows families to celebrate and enjoy the beloved characters whether through playful dress-up, World Book Day or seasonal occasions.”

This latest licensing deal reinforces Smiffys’ commitment to providing high-quality, innovative dress-up products inspired by beloved characters. The Peter Rabbit range is set to launch in February 2026 and will be available in UK & Ireland. Available to preorder now at smiffystrade.com.

EBPC responds to Which? investigation

A recent Which? report - ‘Online marketplaces put consumers at risk’ - highlighted unsafe balloons are being sold via online marketplaces.

The European Balloon & Party Council (EBPC) has responded to the investigation, calling the findings ‘unacceptable but unsurprising’ and urging the EU to close long-standing regulatory loopholes that allow non-compliant sellers to target EU consumers.

The Which? report identified balloon products with nitrosamine levels far exceeding the strict legal limits, alongside missing warnings and incorrect safety markings. These products were sold by unregulated third-party marketplace sellers, not reputable EU manufacturers.

EU nitrosamine limits are already based on robust scientific assessments and ensure a high level of protection when adhered to, underscoring the need for proper enforcement against non-compliant online sellers.

“This is exactly the problem we have been raising for years,” said the EBPC director general, Suteesh Chumber. “Responsible balloon manufacturers invest heavily in high quality raw materials and processes,

Unique UK adds new licences

Unique UK’s licensed portfolio has grown with a line-up of new licences now joining the business.

Recently signed partnerships with Mattel, Hasbro and the BBC sit proudly alongside existing brands of Warner Bros., L.O.L. Surprise and The Elf On The Shelf, giving the company an even stronger foundation to create standout products for the celebrations market.

compliance, safety testing and meeting strict harmonised EU standards such as EN 71-12.

“Yet non-compliant overseas sellers can bypass the rules entirely by using online marketplaces. Consumers are put at risk and legitimate EU businesses are undermined.”

Jennifer Wilson, creative marketing and product lead commented “Our teams are already hard at work developing ranges that reflect the quality, character and fun these brands are known for and we can’t wait to bring them to life and share them with retailers and consumers alike.”

Unique UK is looking forward to rolling out fresh designs and products to make a real impact across the marketplace.

The unregulated online issue extends far beyond balloons. In a recent joint statement co-signed by EBPC and 70 environmental, consumer, retail and industry organisations, the signatories called on the European Commission to urgently strengthen online marketplace accountability.

Key concerns raised in the statement include:

• Online marketplaces are not recognised as economic operators and therefore face no proactive legal duty to ensure product compliance.

• Over 4.6 billion small parcels enter the EU each year, many from sellers who avoid EU product safety, chemical and environmental rules.

• Mystery shopper exercises across sectors show widespread noncompliance, including an 80% failure rate for toys purchased from third-party marketplace sellers.

“This is a structural enforcement gap, not an isolated failure,” EBPC added. “Until marketplaces are held responsible for what they sell, unsafe and illegal products will continue to reach European consumers.”

EBPC emphasised that its members follow strict requirements under the Toy Safety Directive 2009/48/EC and EN 71 standards – including EN71-12 chemical testing for nitrosamines. Members also undergo independent audits, invest in high quality raw materials, and ensure full traceability.

NABAS appoints new committee member

Following the news that Alison Garnham has stepped down from the NABAS committee, the association has appointed Becka Cordingley to the role.

Alison stepped down from the committee recently due to time constraints and the association said: “We would like to thank Alison for all her help during her time with us and while she will be missed on the committee we look forward to seeing her at NABAS events in the future.”

New committee member, Becka Cordingley has been a strong supporter of NABAS since becoming a member and joins with ‘lots of can-do energy and ideas’.

NABAS said: “We are looking forward to welcoming Becka into the team and working on initiatives to ensure our association continues to grow and benefit members as much as possible.”

If you have any ideas on how the committee can support you more, please contact info@nabas.co.uk.

Above: Becka Cordingley has joined NABAS as its newest committee member.

Gemar enters 2026 as a B Corp

COMMITMENT TO SUSTAINABILITY AND INNOVATION

Gemar’s B Corp certification reflects its strong commitment to governance, employee wellbeing, community support, environmental protection and customer value. Responsibility has always been at the heart of Gemar’s production philosophy.

All Gemar balloons are made from natural rubber, a renewable raw material and the company offers a dedicated range of 100% FSC-certified balloons, supporting responsible forest management and environmental protection. These initiatives align with the increasing market demand for sustainable and ethically produced celebration products.

INTRODUCING THE SUPERMATT COLOUR RANGE

In addition to this strategic achievement, Gemar is unveiling a long-awaited collection of supermatt colours designed to meet the evolving aesthetic needs of

professional decorators and balloon artists. This new range offers a soft, powdery finish, adding a refined, contemporary touch to any celebration.

The new super-matt colours include:

■ Linen #106 – A sophisticated neutral with a soft, cloud-like finish.

■ Powder Pink #107 – A delicate pastel tone with subtle warmth.

■ Powder Blue #108 – Light, elegant and versatile for modern designs.

■ Tiffany #109 – A fresh, vibrant shade with strong visual impact.

■ Marshmallow Palette #110 – a curated assortment combining all super-matt shades.

LOOKING AHEAD

With its B Corp certification and the introduction of the new colour innovations, Gemar strengthens its commitment to quality, creativity and sustainability in the party industry and welcomes 2026 with a message of inspiration to lift, bloom and shine.

Gemar has obtained B Corp certification, joining a global network of companies that balance economic goals with a positive impact on people, communities and the environment.

The certification recognises Gemar’s commitment to high standards of social and environmental performance, transparency and accountability. It reinforces the company’s long-standing commitment to responsible manufacturing in the balloon and party industry.

"Achieving B Corp certification is an important milestone for Gemar and, at the same time, a starting point," said Gloria Veta, chief brand officer, Gemar. "It is the recognition of a journey built over time, confirming our business vision: to create value through quality, responsibility and respect for people and the environment. We will continue to invest in a sustainable, transparent and long-term growth model."

With this achievement, Gemar strengthens its position as a responsible and innovative company, committed to generating positive value for all stakeholders and contributing to a more equitable and sustainable economy.

We had high hopes for Halloween this year, given that it was on a Friday. And a review of the data shows that those hopes were justified, at least for most stores. We surveyed our members, including our ‘buyer’ members (retailers) and our supplier members. The survey was answered by 46 people, representing 37 retailers and nine suppliers.

Halloween 2025: Better sales for most, not

Among the retailers, 41% said costume/mask sales were ‘much better than 2024’ and 30% said they were ‘somewhat better’. 7% said sales were even with 2024 and the unlucky rest – 22% – said sales were ‘somewhat worse’ or ‘much worse’.

How do those figures compare to last year? Way better. When we surveyed members after Halloween 2024, only 9% said costume/mask sales were ‘much better’ than 2023; 23% said ‘somewhat better’; 36% said sales were flat; and the remaining 32% said sales were ‘somewhat worse’ or ‘much worse’.

The data about costume rentals was solid, but not quite as good as the above categories. 47% of retailers who rent costumes said rentals were ‘much better’ or ‘somewhat better’; 21% said rentals were flat; and 31% said rentals were ‘somewhat worse’ or ‘much worse’.

Among those retailers who reported lower sales was one in Cuyahoga Falls, Ohio. The owner said one reason sales were lower was because she invested in less inventory than in previous years.

“I was on the fence about several things,” she said. “I was concerned about the tariffs and some of the suppliers wanted us to sign paperwork that said, ‘You’ll pay whatever they’re going to charge you when it comes through’. And I thought, you know, I’m not writing just a blank check. And then I was also on the fence

all

as to whether I was going to renew our lease. I didn’t want to be stuck with a bunch of merchandise that I would just have to clear out at the end of the year.”

SLOW START TO THE SEASON

A trend identified by the survey and subsequent interviews with NCA members was that the season got off to a slow start.

For example, sales at a store in Boston were pretty average all Halloween season until the last days, said the store’s manager.

“Sales were kind of flat, pretty much as expected, for the first couple weeks of the season, but then just

The owner of the Ohio store saw the same pattern: “It feels like the Halloween buying season gets shorter and shorter,” she said. “Our customers window shopped longer and waited until the end to make their purchases.”

The Ohio store owner juiced her Halloween sales by putting a lot of rental costumes on sale at decent prices, approximately one and a half the normal rental fees for the item.

“We pulled out the stuff that we haven’t rented a lot in recent years, and a lot of people got a great bargain,” she said. “I feel like it was a win-win in the end. And then it gave us an opportunity to get our beloved costumes into a new home.”

SUPPLIERS ALSO REPORT GOOD SALES

As noted above, only nine suppliers responded to the survey and of those, only seven answered all the questions, so the data from them is not statistically significant.

Nevertheless, it’s interesting to note that most of those suppliers reported better sales: Two said their sales to costume retailers were ‘much better’ in 2025 compared to 2024; three said they were ‘somewhat better’; and two said they were worse than 2024.

SUPPLY CHAIN SEEMED SOLID

Despite the tariff fears, the survey showed suppliers did a pretty good job of delivering orders. This fact was shown in data from both retailers and suppliers.

In response to a question about what percentage of their orders they were able to deliver on time, three suppliers reported that they delivered all orders on time; three said they delivered 90 to 99% on time; and one said 80 to 89% on time.

On the retailer side, 32% said “we received everything or nearly everything we ordered”; 64% said “we received 75 to 95% of what we ordered”; and 4% said they received 50 to 74%. Nobody said they received less than that.

This year’s Halloween fell on a Friday night, which was probably one reason the numbers were up for most retailers. Next year it’s on a Saturday night, which should be at least as good or even better –Halloween parties on Friday followed by trick-or-treating on Saturday.

COME AND VISIT US: TOY FAIR

27TH - 31ST JANUARY

HALL 9, STAND C-05

SEE YOU AT: CAPEXPO

22ND - 23RD MARCH

COME AND SAY HI!

Have you

heard of the famous saying by Jim Rohn – ‘You’re the average of the five people you spend the most time with’? The idea is that if you surround yourself with people who are, for example, kind, aspirational or driven, then these traits are likely to rub off on you and the same is said to be true for less favourable characteristics too. Not only is this true in your personal life, but in your business life as well.

Core values vs customer experience – do yours match?

Finding or creating a network that can help you develop your strengths is invaluable. Without this support, you are likely to find it harder to develop your ambition and growth. Constantly pushing and challenging yourself, even if it feels uncomfortable, is when you will stretch your capabilities and your confidence will grow as a result. Having people around you to support and advise will enable you to take these steps more positively. Every company has its own set of core values, and communicating these to your customers helps them decide if they feel aligned to your ethos enough

to do business with you. Even more importantly, you need to demonstrate these values so that what you say and what you do are consistent. If you position yourself on luxury, is this reflected in all your work? If you position yourself on going above and beyond, do your customers feel they get outstanding service? Delivering your values is a key way to build and reinforce trust, and is something that NABAS has recently experienced first hand.

NABAS has been the UK’s independent trade association for the balloon and party industry since 1987 and is a not-for-profit organisation

which is run by members for our members. Our members’ best interests are at the heart of everything we do, so when we received concerns that one of our supplier members was selling unlicensed products, we reached out to them on multiple occasions, asking for confirmation that the correct licences and safety standards were in place. With no responses forthcoming we were left in a position where we couldn’t reassure our members that the products they were buying were correctly licensed and safety assured. This led us to take the difficult decision to revoke their membership with immediate effect.

Did we want to do it? No. Was it an easy decision? No. So why would we terminate a supplier membership, lose revenue and upset the status quo? It would be far easier to leave the unspoken unchallenged.

We did it to reinforce the fact that we expect our supplier members to act in the best interests of our members and beyond in the same way we do. The amazing feedback we have received both internally and from others within the industry shows incredibly strong support for our action and the reassurance it provides. Regardless of the size of your business, don’t be afraid to stand up for what is right (and legal) and act in the best interests of your customers. Everyone is able to call out irresponsible behaviour, whether it is a sole trader escalating concerns to their trade association, or a bigger company raising awareness of the adverse implications to show why certain actions are unacceptable. If you’re not sure, don’t be afraid to ask for more information, as suppliers who conform will have no problem providing you with evidence that will reassure you.

Be bold – your customers will thank you and think much more positively of you as a result, which will strengthen that all-important trust which is required for successful long-term relationships.

If you are interested in helping to drive our industry forward, simply head to www.nabas.co.uk to find out more or reach out to us and we’ll happily have a chat! Claire Carney and Victoria Cooke NABAS Co-Chairs chair@nabas.co.uk www.nabas.co.uk

Spirit of play

Spielwarenmesse celebrates its 75th anniversary at the 2026 show, held from 27 to 31 January in Nuremberg. With a huge range of party products from all sectors – balloons, dress-up, partyware and more, Progressive Party Europe finds out what the industry has planned for this year’s show.

Established in 1949, Spielwarenmesse has become a not-to-be-missed event across the toy industry, with a large party offering included in the exhibition. An important date for suppliers, this year’s event is the 75th anniversary of the show and organisers have celebrations planned across the five days, kicking off with fireworks on the first evening.

With over 57,500 trade visitors from 125 nations expected to visit the show with 2,300 exhibitors showcasing around one million products, the show is set to be a hive of activity.

“We’ve been part of the Spielwarenmesse for many years,” begins Sander Visser, key account manager EMEA, Oppo Merchandise Group. “Every time we meet current customers and interesting prospects. The show gives us the opportunity to showcase our full range of bestsellers and newly launched products to the world. In addition the show is a great opportunity to meet up with industry contacts and share knowledge.

“The upcoming event will be a special one because of its 75th anniversary. Despite carnival being mid February, we have expectations. Nowadays we all work remotely through telephone and mail, so Spielwarenmesse is the perfect place to meet our partners face to face. Besides showing our products on our corner booth, we’ll also bring a separate surprise presentation to celebrate this anniversary year.”

Jennifer Wilson, head of creative marketing and product design, Unique Party, continues: “Attending Spielwarenmesse 2026 fills us with anticipation. As with every year, we look forward to discovering emerging trends, reconnecting with partners and meeting new collaborators who share the joy within our celebrations industry.

“Exhibiting at Spielwarenmesse will allow us to showcase our latest developments and we are really

excited to launch some fantastic new ranges. We are also looking forward to spending some time with our wonderful customers and from the first morning right through to the last, Spielwarenmesse always reminds us why we love being part of this industry.

“For 2026, we’re hoping that our new lines and existing portfolio of products continue to help people #partywithus, celebrating better, brighter, and with a lot more joy.”

Dominique Peckett, director, Smiffys, furthers: “Spielwarenmesse is a highlight in the Smiffys calendar. We look forward to the show every year, meeting with friends and customers from across Europe and beyond. Showcasing new products for Halloween and Carnival, Hall 9 is always buzzing with excitement for the upcoming year.

“The show is the perfect opportunity to build on existing relationships and gain new leads with both independent customers and large retailers. With Carnival being the key event in Europe, dress-up is an important product category for buyers and with customers choosing a broad range of themes, the show is a great opportunity for us at Smiffys.”

Fran Hales, head of marketing and portfolio, Rubies, comments: “Rubies is delighted to be showcasing major new product releases and fan favourites for 2026 at Spielwarenmesse. We are

focusing on the incredible launch of K-Pop Demon Hunters product at the start of the year, followed by huge theatrical releases for The Mandalorian & Grogu, Spider-Man: Brand New Day, Supergirl, Paw Patrol: The Dino Movie, Minions & Monsters and of course, Avengers: Doomsday.

“Looking at other big opportunities, Rubies now has The Mandalorian & Grogu stock available to celebrate the first Star Wars movie to be released in over seven years. The Mandalorian looks set to continue its success on the big screen after being one of the highest streamed originals on Disney+. Marvel also anticipates a huge year with Spider-Man: Brand New Day and Avengers: Doomsday with Rubies set to be suited up with a range of products for Marvel’s stand out character, Earth’s Mightiest Heroes and a major villain with Doctor Doom set to be a sensational commercial prospect.

“It is going to be a super this summer with Supergirl, Paw Patrol and Minions & Monsters offering retailers further optimism for a renaissance of dress up and roleplay products in the toy market. The scope of Rubies portfolio is impressive for 2026 Carnival and leading to a Saturday Halloween, the potential for dress up is at its peak next year.”

Gemar has an array of new products to launch at the show, as well as snacks for visitors. Gloria Veta, brand and sales director, explains: “As the Toy Fair opens, Gemar balloons is ready to surprise and inspire visitors with a colourful array of new innovations. This year, we’re unveiling fresh shades in our collections, offering a playful twist that we can’t wait for attendees to discover.

“Alongside these, we’re thrilled to present the 2026 calendar, Gemar in Bloom, where balloons intertwine with flowers to create elegant and imaginative displays. Visitors will also find brand-new products, prints and

accessories, adding further creativity and versatility to our assortments.

“Exhibiting at the Toy Fair is all about experiences: the energy, the ideas and the connections. And at our stand, guests can also enjoy freshly baked pizza - a little taste of Italy alongside inspiration and innovation. After all, Italian cuisine is now UNESCO heritage… the perfect excuse to indulge while exploring balloons.

“We look forward to welcoming partners old and new, sharing creativity and showing how Gemar balloons continues to bring colour, elegance and imagination to every corner of the market.”

Widmann is a long standing exhibitor. Cesar Campos, sales and international development manager, tells PPE: “Widmann has been exhibiting at Spielwarenmesse for many years and the show remains one of the most important moments of our year. It gives us the opportunity to meet long-standing partners, welcome new customers, strengthen relationships and present the collections that will define the upcoming season.

“In 2026, we will continue a tradition

that has always distinguished us: bringing to Nuremberg a wide range of brand-new products, innovative concepts and fresh lines designed for a market that evolves every day.

“Our motto for this edition – dress the dream, live the party - perfectly captures our vision: offering a modern, creative and forward-thinking approach to partywear. Widmann will unveil an exceptional number of new lines, created for all ages and all occasions. Our mission remains unchanged: to make every celebration unforgettable”

Boland is returning to the show after a break. Mark Brett, sole UK agent, outlines: “Boland is back with a bang. Boland is showing once again, not having exhibited since 2020. Spielwarenmesse is the only European exhibition that has an entire hall dedicated to party and dress up. All the major suppliers exhibit and it is the one opportunity that buyers from Europe and way beyond are able to see so many party related items under one roof.

“Like any trade show, product is very important, but so is the ability for suppliers and buyers to reconnect, especially those who are perhaps geographically out of accessible orbit. After ‘showtime’ there is no exhibition town better suited to spend down time with buyers and colleagues alike, than Old Town Nuremberg .

“Boland will be previewing its new 2026 catalogue with a vast array of new products.”

New for 2026, will be a joint stand for Folat and Riethmüller, as the companies set sail for a future full of opportunities for innovation, growth and greater value for their customers. “Behind the scenes, we have been working tirelessly - seizing opportunities, embracing fresh impulses and collaborating as partners,” says Daan Nieuwland, ceo at Folat & Riethmüller Europe.

“Now, Folat’s new partnership with Anagram closes this transformative year on a high note as we gear up for Spielwarenmesse 2026. We will proudly present our brand-new party ranges, including an exciting selection of licensed party products. Come and feel the magic in our bigger, bolder and better booth.

“Spielwarenmesse 2026 will be a notable and exciting moment where we present ourselves together as Europe’s biggest one-stop shop for party products. We’re not just bringing two party worlds together, but three. Folat, Riethmüller, and Anagram are primed for an even bigger world of celebrations, with more to come.”

SPIELWARENMESSE PRODUCTS

The brand new Djamilla Range of Premium wigs from Boland are made from premium quality fibres that make them washable and can be heat styled while on your head. They come in a premium display box and are priced extremely competitively.

The new Fluffy Women’s Jacket from Boland is a great new dress up accessory for both winter and summer. They come in seven colours and they have pockets

Launching at Spielwarenmesse, new mini foil balloons are perfect for retailers and balloon artists alike. Comprising styles for every occasion, stop by the Unique booth to see more, take a sample and see the full range of styles from everyday and juvenile, to classic seasonal characters. There are also multiple options for in store display so Unique can offer you the full solution.

Smiffys launches a new line of Zombie Fairytale costumes at Spielwarenmesse. Well-loved classics get a Halloween twist with blood splattered princesses and storybook characters, making a pretty scary addition to the 2026 horror collection.

Widmann’s new plush animal onesies deliver the perfect mix of comfort, character design and high-impact fun. Made with ultra-soft materials and updated silhouettes, they’re crafted for both winter warmth and standout party moments. From cute to wildly expressive, this new generation of onesies offers creativity, personality and all-ages appeal.

On the back of the sales success and new movie release Opposuits is expanding its ’Spongebob’ offer with two more characters - Sandy and Plankton - for both adults and kids.

Be sure to stop by the Unique booth to see the new range of sustainable favours. Comprising a selection of stickers, craft kits, stationery packs and similar items, these lines are a move to Unique’s expanding sustainable strategy and also comprise paper envelope and boxed packaging.

Including an extensive range of fun and festive items that can be used for every celebration, Folat’s bright and colourful Stripetastic range will have everyone grabbing items to celebrate. Plain and simple, yet incredibly cheerful. Plates, cups and napkins are essentials, but so much more, such as folding paper and playful photobooth props.

Designed for kids who want to celebrate their birthday with a delightful under-the-sea theme. Folat’s Mermaid Magic collection is filled with ocean-inspired decorations that transform any space into an underwater world. From shimmering garlands and glistening gift bags to tableware adorned with the beauty of the sea.

SPIELWARENMESSE PRODUCTS

Unique will be sharing its new retail latex programme at Spielwarenmesse 2026. Comprising three ranges, Premium 50 Count, Helium Filled Retail Latex and Air-Filled Latex designs, there is a balloon for every channel. While the larger 50 count packs are perfect for creating balloon displays at home, the smaller retail packs are available in both plain coloured and printed finishes. The new retail latex items are also in a new style packaging with sustainable header cards.

To kick things off in early 2026, Rubies will be offering customers the first chance to secure the biggest brand of 2025, K-Pop Demon Hunters. The early release range will contain three different versions of Rumi’s iconic ‘Golden’ performance look, along with the amazing ‘Core’ looks for Rumi, Mira and Zoey.

Inspired by contemporary festival culture, the Mix Festival Concept unites Widmann’s newest Party Fashion lines into a dynamic mix-and-match experience. The collection encourages playful layering, bold combinations and limitless self-expression. Designed for trend-driven consumers, it brings colour, energy and versatility to partywear, offering countless ways to create unique and impactful looks.

The Birthday Bows range launches on the Hootyballoo stand and features sophisticated design with gold accents.

A twist on classic favourites, Smiffys has updated its girls devil range with a new Devil & Angel costume.

Superman has been part of the OppoSuits family since the early years and now the company is launching a onesie for both adults and kids based on this powerful character.

A birthday collection for kids who adore horses, Folat’s Happy Horses offers a complete range of party decorations for birthdays and all other horsethemed celebrations, year-round. The design is full of life, giving off a rural yet sportive vibe while gentle colours deliver a soft and easy-going look. With balloons, garlands, stickers, activity placemats and more.

SPIELWARENMESSE PRODUCTS

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and more.

will launch new occupations costumes. Featuring Police costumes from the Netherlands and Germany, these outfits are ideal for career

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The new Botanicals range from Hootyballoo features a sophisticated soft green palette with products for a range of celebrations.

Stunning and captivating, Folat’s new backdrop range is all about ‘WOW’. With re-usable backdrop panels, cascading fringe backdrops, circle shaped and glittering, all the new backdrop products are made to make a statement. Backdrops have become a must-have decoration at parties everywhere to create that perfect background for all those Instagram-able party pictures.

Widmann’s Après Ski Party winter suits bring a fresh and cool interpretation to cold-season celebrations. Modern, functional and irresistibly eye-catching, they merge technical comfort with bold party aesthetics. The line introduces a new way to dress for winter fun—dynamic colours, modern silhouettes and an upbeat energy that turns every snowy moment into a celebration.

Be sure to stop by the Unique booth to see the new range of sustainable favours. Comprising a selection of stickers, craft kits, stationery packs and similar items, these lines are a move to Unique’s expanding sustainable strategy and also comprise paper envelope and boxed packaging.

Hootyballoo’s A Little Dream range offers everything needed for a baby shower with classic neutral designs and products which can be personalised.

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Returning to the NEC Birmingham from 1 – 4 February, Spring Fair will bring together over 1,200 exhibitors and more than one million products. Progressive Party finds out more about the plans for the show itself and what party exhibitors have in store.

spring fling

In 2026, Spring Fair organisers are focused on evolving the traditional trade show into a ‘living marketplace of ideas’ with innovation, inspiration and networking at the heart of the experience. Jackson Sabo, portfolio director, Spring Fair 2026, explains: “With a bold, creative theme, Retail Alchemists: Masters of the Mix, we’re celebrating the dynamic mix of product, design, storytelling and technology that drives successful retail today.”

The organisers have worked to improve the overall feel of the show for buyers this year. Jackson outlines: “2026 brings the most significant redesign we’ve implemented in over a decade. To support our Retail Alchemists theme, we’ve created immersive, sensory-rich feature spaces that make the show more navigable and experiential.

“The introduction of Design at Spring Fair, the return of Glee into the Spring Fair footprint and improved visitor flow between Home, Gift and Fashion create a more cohesive buying journey.

“There is so much

value-added experience to the show. It truly has evolved from a marketplace into an experience; a living, breathing celebration of retail’s power to inspire, connect, evolve and transform.”

For many party exhibitors, Spring Fair plays a key role in the calendar. Cesar Campos, sales and international development manager, Widmann, explains: Spring Fair plays a key strategic role in Widmann’s continued growth and development within the UK and Ireland markets.

“The show represents an essential platform to strengthen our commercial presence, reinforce long-standing relationships with retailers and distributors, and actively engage with new prospects across the region.”

This year’s show is particularly significant as Widmann officially presents its strategic partnership with Fancy Dress Wholesale. “In February 2025, Fancy Dress Wholesale became the official UK wholesaler for Widmann, expanding the UK offer through a customerfirst logistics model,” says Cesar.

“Widmann is making significant investments in the UK market, with the clear objective of further consolidating its position as a reliable, trend-driven partner within the fancy dress and party sector.

“Exhibiting at Spring Fair allows us to showcase not only our latest product launches, but also our long-term vision and commitment to this important market.”

Scott Pickworth, sales representative, UK & Ireland, adds: “By combining domestic warehousing with access to a much broader imported assortment, the partnership significantly strengthens the UK supply chain and overall service level.”

In early 2025, the joint venture of Folat and Riethmüller set sail towards a future full of opportunities for innovation, growth and greater value for its customers. Behind the scenes, the companies have been working seizing opportunities, embracing fresh impulses and collaborating as partners.

Folat’s new partnership with Anagram closed 2025 on a high note as it gears up for Spring Fair 2026. “Spring Fair 2026 will be a notable and exciting moment where we present ourselves together as Europe’s biggest one-stop shop for party products,” says Daan Nieuwland, ceo, Folat & Riethmüller Europe. “We’re not just bringing two party worlds together, but three. Folat, Riethmüller and Anagram are primed for an even bigger world of celebrations, with more to come.”

Returning to the show with its biggest ever offering, is Gemar. UK director, Mark Drury comments: “We are excited to showcase our largest ever launch of new products at this year’s Spring Fair. Expect inspiring new colours, fresh themed designs and a wide range of balloons and retail solutions created to spark creativity and help your business grow.

“Visit us and enjoy live demonstrations from some of the most talented balloon artists in the industry, each filled with practical tips, creative techniques, and ideas you can use to create stunning and profitable balloon displays.

“After each demonstration, there will be an opportunity for one-on-one conversations, perfect for getting personalised guidance or asking questions.”

Summing up, Jackson explains: “Spring Fair offers the widest, most comprehensive showcase of party, celebration and seasonal products in the UK. From everyday party essentials to premium décor, balloons, dress-up, gifting and licensed ranges, the show brings together both the biggest names in the sector and breakthrough new suppliers you won’t find anywhere else.

“Spring Fair also gives party buyers direct access to the brands behind the year’s biggest IP and licensing opportunities. From characters and entertainment properties to lifestyle collaborations, the show offers a unique chance to see how licensing will influence party retail in the years ahead.

“For party retailers looking to stay ahead of trends, expand ranges and build supplier relationships that drive growth, Spring Fair is simply the most important buying opportunity of the year.”

Content rich

As well as the plethora of exhibitors at the show, Spring Fair has a comprehensive content programme planned for the 2026 edition. Jackson explains: “Spring Fair 2026 is not just about transactions, it’s about future-proofing your business. The show’s content programme is built to address the real issues retailers face today: digital transformation, ethical sourcing, experiential retail, licensing, trend forecasting and independent retail resilience.

“Check out the full programme at www.springfair.com and make time to invest in yourself and your business with some incredible free advice.”

Ready to take your balloon setups to the next level?

Order now shop.gemar.it shop.gemaruk.co.uk

SPRING FAIR PRODUCTS

The new Fast Costume line by Widmann is revolutionising the way people dress up. Designed for adults and kids, the costumes are realistic, complete, colourful and quick to wear. A mix of style, creativity and practicality, Fast Costume is perfect for last-minute parties, events and themed celebrations. Just put it on and enjoy – no accessories, no preparation, no stress.

Get ready to embark on an adventure with Folat’s Pirate Party collection, perfect for kids’ who want to party like true pirates at any time of the year

Widmann’s new Baby Animal Plushies combine adorable design with maximum comfort and practicality. Made from ultra-soft, skin-friendly plush, they keep little ones warm while allowing free movement. Smart details such as a two-way zipper ensure easy nappy changes. With expressive characters, playful hoods and details that bring each animal to life, the plushies are perfect for everyday fun, themed events and special occasions.

Fast Costume Kids range lets children instantly become their favourite heroes, performers or action figures. Easy to wear and comfortable for active play, these outfits are perfect for parties, events and spontaneous

The new Botanicals range from Hootyballoo offers partyware, balloons and décor in a soft, muted green and cream palette.

The Fast Costume Halloween range from Widmann offers a vast assortment of iconic, spooky characters designed for maximum impact with minimum effort. From skeletons and zombies to creepy clowns and horror figures, each costume is realistic, complete and ready to wear in minutes.

With vibrant colours and an eye-catching design. From pirate hats, coins and swords, to garlands, balloons and tableware - Folat’s Pirate Party has it all.

The new generation of Widmann Plush Animal Onesies for adults combines cool party comfort, expressive character design and high-impact fun. Made from short, breathable plush, they are soft on the skin and designed to stay fresh and comfortable during parties, without overheating. Updated silhouettes ensure a relaxed fit and full freedom of movement, while bright, vibrant colours and carefully crafted details bring each character to life. Practical features such as side pockets add functionality, making the onesies perfect for long events, festivals, themed parties and standout group looks.

Folat’s Pretty Princess offers a range where fairy-tale charm meets a royal welcome. With a soft colour blend and sparkling details, the collection turns any birthday into a royal dream. From a carriage-pinata, colourful garlands, tableware and balloons - each product adds a touch of elegant wonder to the air, making it ideal for creating princess-themed parties and celebrations.

Make any party bright and fun with the Playful Brights range from Hootyballoo. The stripes and checked patterns are complemented by bright colours and gold details across tableware, décor and balloons. The range offers personalisable elements for the guest of honour.

Folat’s new backdrop range is all about ‘WOW’. With reusable backdrop panels, cascading fringe backdrops, circle shaped and glittering. All of the new backdrop products are made to make a statement. Backdrops have become a musthave decoration at parties everywhere to create that perfect background for all those Instagram-able party pictures.

new Rococo Cherries collection offers a pretty cherry motif with pastels and a luxurious gold trim on

decor and more.

it’s carnival

timeIn 2026, Carnival will kick off in Venice on 7 February and be celebrated throughout Europe and further afield throughout the month of February and into March. One of the biggest seasons of the year, Carnival offers a strong opportunity for suppliers of dress-up and masks and accessories. PPE finds out what’s on offer this year.

Themes for Carnival can be difficult to predict. The celebration offers an ‘anything goes’ dress code, allowing for creativity from suppliers and retailers alike. Costumes range from traditional masks, head dresses and painted faces to licensed costumes, party clothes and everything in between.

Mark Brett, sole UK agent for Boland, explains: “Carnival is a major event for Boland. Like many other big occasions, it is ever more difficult to predict what the themes will be. In 2026 Carnival reaches its crescendo in mid-February. Alongside Halloween for many Europeans (mainly Northern Europe but not entirely and unfortunately not the UK) it is as important as - and for some more important than - Halloween.

“There is much within the Boland range designed for Carnival but much like Halloween, it is becoming an event where anything in dress up will work in one way or another.”

Dominique Peckett, director, Smiffys, agrees: “Carnival in Europe is a great opportunity for us at Smiffys. With the celebrations lasting multiple days and themes unrestricted, the event boosts sales across all of our categories for both adults and children.”

Ensuring stock availability ahead of the event is crucial for suppliers.

Sander Visser, key account manager EMEA, Oppo Merchandise Group, outlines: “Carnival 2026 won’t be a long season which means we need to make sure we have plenty of stock available early in the season.

“We’ve taken this into account with

replenishing our warehouse, which resulted in Carnival stock being available from early December. We expect a big peak in early January which will last the entire month.”

Licences are growing in popularity as the base for carnival costumes. Sander explains: “In our opinion characters are getting bigger year over year which is comparable to what we see during Halloween within the US. We have high expectations from our fairly new onesies, as these are all character based and comfortable to wear. It goes without saying that in general our OppoSuits and Suitmeister items are Carnival classics too.”

Dominique furthers: “Smiffys is launching new accessories and kids’ costumes for Carnival, as well as new licensed collections such as Dr Seuss Cat in the Hat. Top themes for the Carnival period include animals, novelty and comedy ranges as well as accessories such as sequin hats and cowboy hats.”

With such a range of themes favoured for Carnival, it’s the ideal opportunity for retailers to highlight a wide offering of dress-up designs for customers to create standout costumes for the celebration.

CARNIVAL PRODUCTS

Reflective

illusion? A future vision? runway? Even better, it’s the Reflective Perfective. This suit brings safetyconfident, stylish twist. With shine this bright,

may cause spontaneous

This year, World Book Day, the reading for fun charity, will be celebrated on Thursday 5 March 2026. Children throughout the UK will dress as characters from their favourite books and celebrate reading for fun.

In 2025, over 23.5 million book tokens were distributed by World Book Day through schools, magazines and partnerships, showing the strength of the event among children nationwide.

Providing a key date for dress-up suppliers and retailers each year, World Book Day promotes reading among children and provides access to books for all children through schools and partnerships, while promoting the fun and play aspect of books.

For 2026, World Book Day has been rebranded and the charity has announced 16 new £1/€1.50 books from authors including Rose Ayling-Ellis, Hannah Gold and Jamie Smart. Much-loved family favourites Peppa Pig, Unicorn Academy and a new story inspired by one of Roald Dahl’s most beloved tales will also be available for free to children throughout the UK.

Children were involved in selecting the titles, putting World Book Day’s commitment to children’s choice at the core of its work. The 2026 range of books appeal to a whole range of readers, from beginners to teens, to ensure the celebration is accessible to all. With just one in three children and young people saying they enjoy reading in their free time – a 36% decrease in reading enjoyment since 2005 – helping find the joy in reading is more important than ever.

The opportunity for all children to have a book of their own is at the heart of World

Book Day’s mission. Currently, almost one million children in the UK don’t own a book, which rises to one in eight for children eligible for Free School Meals. A quarter of children receiving Free School Meals said that the book they ‘bought’ with their World Book Day token was the first book of their own.

Supported by long-term sponsor, National Book Tokens and working alongside publishers and booksellers, this year World Book Day will continue to build on its work to improve access to books, encouraging everyone to give children the choice and chance to develop that lifelong habit of reading for fun.

wonderful selection of £1/€1.50 books that are meticulously chosen to offer exciting options across popular interests and reading levels. Our aim is to ensure every child can discover their own kind of fun in the books.”

A key element of World Book Day throughout schools and childcare settings is the chance for children to dress up as their favourite characters from books, with dress up suppliers offering a range of generic and licensed costumes for children to choose from.

Fiona Hickley, interim ceo of World Book Day comments: “World Book Day exists to help children find their own joy in reading.  When children have the freedom to explore books and all forms of reading in a way that suits them, that’s when they gain the welldocumented wellbeing, educational and life-chance advantages of reading for fun.

“Our research shows children avoid reading when pressured, so at World Book Day we seek to appeal to children with our

As the official dress-up partner of The World Book Day Charity, Rubies has introduced a ‘Storybook’ range which perfectly taps into the spirit of the event, by blending wild adventure with reality. Rubies is also offering new licences, including the smash hit KPop Demon Hunters this year, which can be seen in detail overleaf.

For other suppliers, like Boland, there is a wide range of children’s costumes on offer which work perfectly for the event. Boland will soon be publishing a leaflet to highlight the key lines suited to the event for its customers.

Widmann has also created a space for the event with a dedicated World Book Day selection on its B2B portal, in order to help customers build a strong assortment for the event.

To find out what’s new for World Book Day 2026, turn over to the new products section.

WORLD BOOK DAY PRODUCTS

Widmann’s new Baby Animal Plushies combine adorable design with maximum comfort and practicality. Made from ultra-soft, skin-friendly plush, they keep little ones warm while allowing free movement and with a wide range of animal designs, they lend themselves perfectly to Book Day dress-up.

Also in the new Book Day range are Rubies career costumes. This collection seeks to bring back play to dress up with unique accessories and fresh perspectives. The collection features both Modern Nurse and Modern Chef costumes which come with printed tops and trousers, as well as key accessories such as a syringe, stethoscope, a chef’s hat and cooking utensils.

As the official dress-up partner of The World Book Day charity, Rubies has introduced a ‘Storybook’ range which perfectly taps into the spirit of World Book Day by blending wild adventure with reality. The range features a squirrel, a monkey, a wolf and a bear. Each costume comes with a full-body jumpsuit and unique headpiece which bring that adventurous spirit for Book Day.

Rubies’ career costumes collection features another modernday profession: the Delivery Driver. This distinctive costume also features a delivery backpack and felt food accessories, bringing this culinary career to life. Rubies has also refreshed a classic with its new Construction Worker costume. Featuring a detachable saw, spanner and soft hat.

Following trends on educating toilet habits and training, Rubies new Pooper the Brave tabard is a quirky character complete with a designated toilet paper hole and detachable fly, this comedic costume is certainly going to leave a mark.

The new The Very Hungry Caterpillar range from Smiffys launches in time for Book Day, including both Caterpillar and Butterfly costumes that incorporate the iconic illustrations and bright, vibrant prints associated with Eric Carle’s beloved work.

Bolstering its impressive portfolio of Netflix brands, Rubies is excited to welcome Roald Dahl costumes with Matilda landing in time for World Book Day 2026 and many more to follow.

World Book Day is all about imagination and Rubies’ Adventurous Robot and Dashing Prince costumes are meant for fantastical adventures. The Dashing Prince will turn any budding royal into a gentleman full of charisma. The Adventurous Robot brings in some mechanical chaos with 3D elements along the shoulders and sleeves and a classic Robot shaped helmet.

The Celebration and Party Expo returns for 2026

Following the success of the inaugural event in 2025, CAP Expo, the only dedicated UK trade show for the party industry, is returning on March 22 and 23, 2026 at Telford International Centre, Telford, Shropshire.

Whether you are a dedicated party professional or you sell party items as part of a larger product offering in your store, CAP Expo will have something for you.

Now in its second year, the event has become the destination trade show for the party industry, where both small independent and unique suppliers, alongside large manufacturers from across the industry will be exhibiting their products, including party goods, balloons, florals, face paints, soft play, dress up, props, balloon gas, accessories, interactive products and more.

John Bowler, chief executive of BAPIA, organiser of the event, shares: “With visitor registrations significantly increased from 2025 and a fantastic selection of exhibitors, it is looking like 2026 will be an amazing show.”

For 2026, the stage will return with a programme of demonstrations from exhibitors and new for this year, there will be a dedicated Business Zone, featuring talks from industry experts designed to support and guide businesses across key areas such as AI, social media, insurance, health and safety and more.

Once again there will be competitions for those who want to challenge themselves, with categories including ‘Immersive Backdrops’, ‘Face Painting’ and ‘Twisting’. For more information on these,

keep watching the website.

Another addition to this year’s show is the launch of the Skills Booths, where visitors will have the opportunity to get hands-on with products, guided by experienced industry professionals. For part of the day, these booths will also transform into Jam Areas for both twisters and face painters, creating a relaxed, creative space to demonstrate techniques, share skills and encourage others to join in.

Completing the experience will be the Ask the Expert sessions, offering one-toone, speed-dating–style conversations with knowledgeable professionals, giving visitors direct access to advice tailored to their business.

With an enhanced BAPIA Events App for CAP Expo 2026, visitors will be able to see and take advantage of special show offers from exhibitors, communicate with them, see the show schedule and register for seminars and skills booths.

“For exhibitors this is the best way to collect visitor data to follow up after the show and it’s all included in the exhibitor price,” explains John.

What visitors were saying after CAP Expo 2025

I had the most amazing weekend spent with friends and incredible talented people from the industry.

“CAP Expo, you were amazing, so much inspiration in one room. BAPIA, you should be absolutely proud of yourselves, you and your team absolutely smashed it. I’m looking forward to the next one.

Wendy Monforte, Dream Balloon Events

What visitors were saying after CAP Expo 2025

CAP Expo was genuinely one of the best events I’ve been to in the industry…. not just for what I learned, but for how it made me feel.

“From the moment I arrived, there was a real sense of togetherness. The creativity was absolutely out of this world, but what stood out even more was how thoughtfully everything was planned. The layout, the flow of the event, the variety of people there it all felt intentional and inclusive. You could talk to so many different people, connect naturally, and feel part of something bigger.”

Loretta Saunders, Perfectly Popped Balloons

Returning to the 2026 show is Gemar. Mark Drury, Gemar UK director, comments: “We are proud to once again support the Celebration & Party Expo, a show unlike any other in our sector. Created specifically for our close-knit community, CAP Expo brings together the most concentrated gathering of decorators, retailers, wholesalers and creatives you’ll find anywhere. It’s personal, it’s focused and it captures the true spirit of our industry.

“This year, we’re excited to showcase new colour ranges, inspiring themed designs and retail-ready solutions developed to support businesses of every size. You’ll also experience live stage demonstrations led by our talented balloon artists who bring innovation, technique and imagination to life. Their work is designed to spark fresh ideas and

What exhibitors were saying after CAP Expo 2025

CAP Expo was a really solid event –great energy, and it actually felt relevant to party retailers, which isn’t always the case with trade shows. The mix of customers was strong and there was a good buzz throughout. Compared to other shows, it felt more focused and worthwhile –definitely something we were glad to be part of.

Jim Cairns, general manager, Unique UK.

Would we recommend CAP Expo? Absolutely. If you’re in the celebration and party industry, it’s a no-brainer. It’s a chance to showcase your brand, meet incredible people and walk away with real opportunities. If it’s your first time exhibiting, go for it – you’ll get so much out of the experience.

Wendy Monforte,

show what’s possible with Gemar balloons and inspiration.”

Also returning is Unique UK. Jennifer Wilson, head of creative marketing and product design, explains: “Following the excitement of the inaugural Celebration and Party Expo, Unique UK is looking forward to what’s in store for the 2026 edition. After a dynamic year for the celebrations sector, the event continues to offer the perfect platform to reconnect with long-standing partners and meet new faces, showcasing the strength and creativity of our industry community.

“It is certainly a platform where meaningful conversations spark fresh ideas and long-term relationships begin. With everything in the celebrations

sector under one roof, CAP Expo makes it easy to see the full spectrum of innovation, talent and energy that our sector has to offer, making it simple for customers and exhibitors alike.

“For Unique, the show remains a highlight of the year, and we’re excited to continue to see the event grow even further in 2026.”

Industry association NABAS is also returning. Claire Carney, cochair, says: “NABAS is delighted to be attending Cap Expo 2026. After a fabulous event in 2025 where we literally had people queueing to talk to us, we’ll have a bigger stand to show you what NABAS does and how we can support you and your business.

“We’ll be sharing details of our special member training day in May along with PIE40 (our 40th anniversary celebration event which is open to the entire industry) in 2027, plus lots of other initiatives too.”

CAP Expo is free to attend for visitors, who can register at www.capexpo.co.uk/ pre-registration. The app will be available for download when it is released.

Follow @celebration.partyexpo on Instagram.

executive profile

Key account manager Europe at Oppo Merchandise Group, Sander Visser, talks about team efforts, admin and travelling around Europe.

HOW LONG HAVE YOU BEEN AT THE COMPANY?

I started working with OppoSuits in late 2016. OppoSuits was the first company I worked for in the fancy dress/party industry and it was completely different from the fashion industry I had worked in before. During Covid, I worked elsewhere, but in January 2025 I returned to Oppo Merchandise Group.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

My greatest achievement is difficult to define because, in my opinion, achievements are always team efforts. We wouldn’t have reached where we are today if it wasn’t for my colleagues. However, one of my strengths within the team is always coming up with new angles and ideas to improve the business.

FAVOURITE PART OF YOUR JOB?

This has to be, again, working with the team. At Oppo Merchandise Group, we work with

around Europe to meet new people and visit our customers/partners.

LEAST FAVOURITE PART OF YOUR JOB?

Admin. No explanation needed.

WHO IS THE UNSUNG HERO OF THE COMPANY?

This must be Ellen, our office manager. She makes sure we can focus on our jobs and she organises the best company events. She’s a true hero!

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

Covid has had a big impact and we still see the scars today. Many companies struggled to survive those difficult years, which opened the doors to well-known China-based web shops. This has changed the landscape drastically and we all need to rethink our company strategies.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?

Pick your battles. Before, I always tried to be part of everything that was going on and always had an opinion. However, this resulted in less focus on the topics that really matter.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR?

Often, tasks fail due to the wrong mindset. However, when applying the correct focus, anything is possible — even if it seemed impossible at first.

IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY?

What I would change is not unique to the party industry. I would like people to respect others for their original products and not immediately copy them, but instead believe in their own creativity and product development. In my opinion, this ensures genuine products and encourages creative product development.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY?

I’ve been in sales my entire career, but if I had to do it all over again, I would probably restore old furniture and design new pieces. I love the idea of creating objects that stand the test of time.

PICK YOUR BATTLES