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FROM THE EDITOR ADAPTING TO A NEW TOY LANDSCAPE

As we gather once again for the Australian Toy Association Mid-Year Toy Fair, it is worth taking a moment to reflect on the state of our industry.

The Australian toy business finds itself in an interesting position. While economic uncertainty continues to influence household spending, the toy category has once again demonstrated its remarkable resilience. Families may be watching their budgets more closely than ever before, but children still play, birthdays still arrive, and Christmas remains one of the most important retail events on the calendar.

What has changed is the way consumers shop.

Today’s buyers are more considered. Value has become a key driver of purchase decisions, placing greater pressure on manufacturers, distributors and retailers to deliver products that offer both quality and affordability. At the same time, competition for consumer attention has never been greater. Toys are no longer competing solely against other toys. They are competing against streaming platforms, gaming, social media and a seemingly endless array of entertainment options.

Retail itself continues to evolve. Major chains are refining their ranging strategies, independent retailers are doubling down on service and expertise, and discount operators continue to reshape consumer expectations around value. The influence of private-label programs and aggressive pricing strategies remains one of the defining characteristics of today’s marketplace.

Yet despite these challenges, innovation remains alive and well.

Across the industry we continue to see exciting new product development, stronger integration between entertainment and consumer products, and a growing willingness to explore new retail channels and business models. Licensing remains a powerful driver of consumer engagement, while evergreen categories such as collectibles,

outdoor play, arts and crafts, games and preschool continue to demonstrate their enduring appeal.

Perhaps most importantly, the Australian toy industry remains built on relationships. Behind every product launch, retail program and licensing deal are passionate people who continue to invest their energy, creativity and expertise into growing this remarkable business.

That is why events such as the Mid-Year Toy Fair remain so important. They provide an opportunity for our industry to reconnect, share ideas, discover new products and build the partnerships that will shape the future.

The challenges facing our industry are real, but so too are the opportunities.

The businesses that will thrive in the years ahead will be those that remain agile, embrace innovation and continue to place the consumer at the centre of everything they do.

As always, The Toy Universe is proud to support and champion the people, brands and organisations that make our industry so special.

Welcome to the Mid-Year Toy Fair 2026.

Tony Bugg Editor The Toy Universe

Managing Director: Tony Bugg tony@buggsolutions.com.au

Editor: Matthew Bugg matt@buggsolutions.com.au

Designer: My Design Group Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806

WELCOME

TO EDITION 21

WELCOME TO THE ATA’S ANNUAL SYDNEY MID-YEAR FAIR

EXHIBITORS GUIDE - 2026 SYDNEY MID-YEAR EDITION

THE BRAND LICENSING GROUP SECURES PMI COLLECTIBLES DEAL FOR AUSTRALIA!

THROWBACK TOYS: REPACKAGING NOSTALGIA FOR GEN ALPHA

POKÉMON AT 30

ATA GOLF DAY ROUND UP

HASBRO: THE TRANSFORMERS, THE MOVIE

LEGO: BUILD, TRAIN, NURTURE & BATTLE: NEW LEGO® POKÉMON™ SMART PLAY SETS

ASMODEE BRINGS FRESH ENERGY TO THE TABLE AT ATA SYDNEY MID-YEAR TOY PREVIEW

FROM PADDINGTON TO POP CULTURE: JASNOR’S EVOLUTION IN TOY RETAIL

AUSTRALIAN TOY DISTRIBUTORS UNVEILS MAJOR 2026 PRODUCT INNOVATIONS

BUGG VIEW: THE MOST IMPORTANT AISLE IN RETAIL — AND NO ONE IS USING IT

MOOSE: BEAUTY, LICENSING AND CREATOR CULTURE FUEL GUI GUI’S RISE FOR THE LOVE OF TOYS AND MEMES: WHAT “6-7” TEACHES US ABOUT GEN ALPHA’S CULTURE

BUGG VIEW: WHAT BYD CAN TEACH THE TOY & LICENSING INDUSTRY JELLYSTONE:

ALICE SANDERSON

WELCOME TO THE ATA’S ANNUAL SYDNEY MID-YEAR FAIR

AND OUR SECOND YEAR AT THE WORLD-CLASS AND ICONIC COMMBANK STADIUM.

Spread across two levels, this year’s Fair brings together a fantastic range of exhibitors showcasing products designed to help your store stand out.

From collectibles, plush and sensory products to arts, crafts and everything in between, there’s no shortage of inspiration as you plan for the second half of the year.

Make the most of your visit by exploring every stand and suite. There is genuinely something for every retailer. So don’t forget to head up to Level 3, where our exhibitors welcome all visitors without the need for an appointment. Avoid the lines at the canteen and grab a coffee or a bite from the café on Level 3 which will be open until 4pm and take the opportunity to discover even more great brands and products.

The Sydney Fair runs across 17–18 June and provides ATA members with the opportunity to showcase their products to retailers from across New South Wales (and all other states of course). The event continues to grow year on year, and with approximately 300 visits recorded last year, it was our most successful Sydney Fair to date.

On the first evening of the Fair, the ATA will once again host its popular networking event at Sahra by the River. Open to both members and non-members, it’s a great opportunity to connect with industry colleagues, share ideas and build relationships that extend well beyond the trade fair environment.

For more information or to purchase tickets, visit the registration desk during the Fair or head to the ATA Toy Fairs section of our website, where you’ll find details under Mid-Year Toy Previews and Networking Functions.

Looking ahead, we’re pleased to confirm the dates for the 2027 Melbourne Toy Fair, which will be held from 28 February to 3 March. While it may seem a long way off, we’re already halfway through 2026 and we all know how quickly the second half of the year disappears.

The Formula 1 Grand Prix is currently scheduled for early April, which should help make flights and accommodation more affordable for those planning their Melbourne Toy Fair visit.

ATA members enjoy a substantial discount on exhibition space at the Fair; just one of the many valuable benefits available through ATA membership and participation in our industry events.

Looking ahead, members will also be invited to an exclusive online briefing hosted by Circana. The leading global market research and consumer insights company, Circana is widely recognised as a trusted authority on retail and consumer trends.

This session will provide a comprehensive review of the previous year’s sales performance, along with key market insights, emerging trends, and forecasts for 2026.

Consistently one of our most highly regarded member sessions, this webinar offers invaluable intelligence to help businesses plan, prepare, and capitalise on opportunities in the year ahead.

Following this, in October, the ATA will once again present our much anticipated and popular Hottest Toys for Christmas showcase. Media representatives and young toy enthusiasts alike will be invited to experience firsthand the exciting range of must-have toys and games set to top children’s wish lists this festive season. It’s a unique opportunity for members to have their products on national TV before the busiest buying period for our industry.

If you would like more information on any of the initiatives mentioned above or would like to learn more about the full range of ATA member benefits available, please don’t hesitate to get in touch with the team.

Wishing everyone a successful Sydney Mid-Year Fair, and a strong and prosperous second half of the year.

EVENT DETAILS

Commbank Stadium

11-13 O’Connell Street, Parramatta NSW

Wednesday June 17 - 9am to 5pm

Thursday June 18 - 9am to 3pm

NORTH FUNCTION ROOM AND CUMBERLAND LOUNGE NORTH

Acton Sales Australia

Acton Sales Australia are the official distributor for Ugearswooden mechanical models, Tonecheer - 3D puzzle book nooks, Escapewelt - escape rooms in a box, and NEW Cartonic 3D cardboard sculpture puzzles. Come visit us to see what is new.

All Brands Toys

All Brands Toys, brings the world’s most loved toy brands together under one roof, making us Australia’s #1 toy wholesaler. For more than 30 years we have supplied retailers nationwide with trusted, high-quality toys at competitive wholesale prices. Our extensive experience in the toy industry means we understand the needs of independent stores, large chains, and online retailers alike.

Asmodee

At asmodee, we connect great games with the people who love them. As part of the global asmodee Group, we bring unforgettable tabletop experiences to players across Australia, New Zealand, and more than 100 countries worldwide. For over 30 years, our portfolio has included iconic titles like CATAN®, Ticket to Ride®, 7 Wonders, Exploding Kittens®, and Star Wars Unlimited—ensuring every kind of player finds something to enjoy.

Australian Toy Distributors

ATD is a leading supplier of quality toys & games across Australia. We partner with top global brands to bring retailers exciting, high -demand products that kids and families love. From Scrabble & Monopoly to NERF sports we offer a wide range of products. We offer exceptional service, fast delivery, and competitive pricing.

Axis Toys & Gifts

Axis Toys & Gifts wholesales educational toys, puzzles, craft, books, beach and swim ranges, and baby accessories, with focused ranges suited to gifting and everyday retail - designed in both Australia and Europe.

Belta Brands

Belta Brands is the official Australian distributor of Sluban Building Bricks. We’ve launched our debut model, with the Australian War Memorial, the G for George Lancaster Bomber. We’re also expanding with new RAAF-approved aircraft models and a fresh range of Belta Sports Balls.

BMS Brands

BMS Brands is an Australian-owned toy and entertainment company focused on creating innovative, engaging, and trend-driven products for kids and families. With a growing portfolio of proprietary brands including Magic Sensory, Construct IT Build-ables, Kazaang, Puzzle Master and more, BMS Brands delivers products that combine creativity, education, sensory play and fun across multiple categories.

CA Australia Pty Ltd

At CA, our mission is to spread joy with hand-crafted cuddlies, igniting big smiles and building a brighter future with high-quality, eco-friendly plushies at pocket-friendly prices. At CA, we are also committed to sustainability—using ethically sourced fabrics and eco-conscious materials to create plush toys that are safe for children and kind to the planet.

CONNETIX

CONNETIX award-winning magnetic tiles and My Creative Box craft and activity boxes inspire learning through play. As part of Brave Toys, both brands champion high-quality, innovative products that nurture STEAM skills, creativity, imagination and meaningful childhood moments through hands-on, openended play.

Couture Kingdom Jewellery

At Couture Kingdom, jewellery is more than an accessory, it’s a story. Our designs blend playful character details with quality hypoallergenic materials and contemporary finishes, creating pieces that feel meaningful and timeless.

Our ranges span styles for kids, teens and adults, while maintaining the quality, authenticity and attention to detail expected from officially licensed jewellery.

Crazy Skates | Crazy Socks

Crazy Skates & Crazy Socks is the ultimate destination where high-performance gear meets high-energy style. We specialize in precision-engineered rollerskates, inline skates - vibrant, expressive socks that demand attention. Whether you’re a professional athlete or a weekend trailblazer, our mission is simple: provide the quality you need and the bold, "crazy" personality you love. Unleash your inner Crazy!

Diesel & DUTCH

Diesel & DUTCH creates thoughtfully designed lifestyle gift products with a focus on modern packaging, creativity, and quality. Launching at the Sydney Mid-Year Toy Preview, D&D Kids introduces a fun and educational range of puzzles, games, trivia, and activity products for ages 2–7, featuring playful native Australian animals and a uniquely Australiana-inspired design aesthetic.

Epic Distribution Epic Distribution (Boox2U) has a broad and diverse range of products creating marketing opportunities for retailers in multiple categories. With brands such as Holden, Good Year, iM.Master, Koco, Picasso Tiles, Upset Duck (Care Bears) and Cubic Fun in our suite of brands our range continues to grow!

Geek X Distribution

Geek X is love: love of retail, pop culture and seriously cool product. Built by collectors who get it, we bring fierce knowledge, fresh trends and niche geekery to Australian shelves. Come see your friendly neighbourhood geek at the Sydney Mid Year Preview and discover what’s next in toys, collectibles, licensed merch and all things fandom!

Good Idea Global Pty Ltd

Good Idea Global is proud to distribute Ty, the iconic premium collectible plush brand which continues to go from strength to strength. Come and check out the latest in licensed Beanies and Bouncers including all new Marvel, Minions, Sesame Street, Minecraft, Sonic and more. Ty is back bigger and better and we would love to see you all in Sydney.

Happy Distribution

Happy Distribution is a wholesale distributor in Melbourne of award winning educational toys and quality innovative gifts.

Impact Merch.

Impact Merch. produces and distributes a wide range of licensed merchandise.

Product includes Stationery, Posters, Jigsaw Puzzles, Calendars, Mugs, Fashion Bags, Desk Mats and Door Mats and Accessories. Key brands include Disney, Minecraft, K-Pop Demon Hunters, Formula One, Harry Potter, Mofusand, Chiikawa, Star Wars, One Piece, Anime and Bluey. We ship to large and small retailers alike in Australia and New Zealand.

Jedko Games

Jedko Games is an Australian wholesaler that has distributed to the Australian market for over 40 years. Jedko maintains a team of on-the-road sales representatives who have decades of experience sharing their expertise in puzzles, games, toys, and educational supplies with the toy stores, game stores, gift stores, newsagents and educational retailers they visit every day.

Jellystone Designs

We’re obsessed with creating thoughtfully designed, sensory-rich products that nurture your child's development. Our designs are innovative, fun and beautiful, and have the added benefit of soothing children with sensitivities, ADHD or anxiety. We leave out the nasty stuff, because let’s face it, with little ones we know it's going straight in the mouth.

Johnco

Johnco is a wholesale distributor of high-quality educational toy brands designed to spark curiosity and ignite kids’ imaginations. We source and supply award-winning, innovative products, with a strong focus on STEM (Science, Technology, Engineering & Mathematics) and Art & Craft ranges. Our toys bring scientific principles to life while nurturing creativity, problem-solving, and imaginative play.

Layce Trading

Layce Trading has been in business for over 15 years specialising in supplying retail markets both locally and internationally, in books and Toys. With our extensive industry experience, we offer all our customers a vast range of goods at irresistible prices.

Loumet

Loumet brings you the best in play from around the world — from outdoor and indoor fun to pool and water play, novelties, and hobbies. Featuring the award-winning Go Play! and top brands including YoYo Factory and Clementoni Craft with the Pen Creator Studio, Loumet’s stand is a must-see for innovative, exciting products that inspire active fun!

Nourish by Nature

Nourish by Nature brings colour, creativity, and fun to bath time and beyond! We design safe, non-toxic, and easy-toclean bath crayons, bath rocks and creative colouring products including reusable silicone colouring mats that inspire imagination and sensory learning. Our products turn ordinary moments into colourful adventures. Splash, scribble, and play.

Oh Flossy

Oh Flossy creates kids’ makeup and tween skincare in Australia, designed to be gentle, safe and fun. Inspired by imaginative play, our range brings a playful take on makeup and skincare with kid-friendly formulas. From glitter and face paint to simple skincare, everything is made for little ones to explore, create and build confidence, giving parents peace of mind.

PINK POPPY

Pink Poppy is where little girls' dreams come true!

# 1 Childrenswear Supplier of fashionable Dress Ups, Hair & Jewellery Accessories, Bags, Beauty cosmetics, Giftware, Room Décor, Novelty, Educational Play Toys & Stationery in AUSTRALIA.

Plum Play Australia Pty Ltd

At Plum® we want play to inspire thinking, creativity, imagination, understanding, and most of all to be fun. Our philosophy is to create a world that is rich in every play possibility, where products are reassuringly safe, of great quality and are kind to the environment.

Product Management Group/IMC Toys Australia

PMG brings global brands and proven products to Australian retailers and drives consumer demand via impactful demonstration, compelling positioning and smart marketing. Our brands include The Elf on the Shelf: A Christmas Tradition, Speks, Shashibo, ORB, Scrunchems, Zipstring, Spy X, Mya, Cry Babies, Baby Paws and much more!

Rainbow Pacific

Rainbow Pacific is changing our business model.

We have been a general wholesaler of great brands up until now, but we are winding this back at the end of 2026. We will carry on with Collecta only and our great Toylogical Wagon. So please call by and see what bargain's/deals are to be had!!

Southern Cross Cycles

Over 40 years’ experience in the bicycle and toy industry. I sell a range of products from balance bikes to mountain bikes and accessories.

Sweet As Sugar Jewellery

We are an Australian owned family business, designing and making boutique children's jewellery and accessories. Our fun and colourful range are designed to capture the hearts and imaginations of children everywhere.

Tier-1 Solutions

Tier-1 is an Australian-based Distributor specializing in Gaming, Gifts and Licensed Collectibles for major brands like Fanattik, Nemesis Now, Blade, & More.

TNW Australia

Since being founded in Sydney in 1983, TNW Australia has been supplying stores nationwide with the very best in gifts, toys, and novelties. From slime to jewellery boxes and arts & crafts to fidget toys, if it’s fun, we stock it!

We’ve been a family business from the beginning, and are proud of our affordability and friendly personal service. Whether you’re a nationwide chain or a small local shop, we’re here to help.

Toynamics Australia

Toynamics is a dynamic importer and distributor of high-quality educational toys and games that make learning fun. Products are supplied to specialty toy retailers, educational resellers and selected online partners nationwide. Major brands include Hape, Jadore, Eurekakids and Do You Play.

U. Games Australia

At U. Games Australia we believe that play is important for both children and adults. It assists in learning and development and we encourage children, families and friends to ‘get unplugged’ and enjoy the social time that our activities bring.

Ventura International Pty Ltd

Ventura Games, the premier manufacturer and distributor of Family Games, Jigsaw Puzzles, Poker Chips & Accessories, Strategy Games and much more!

William Valentine

Home of the most unique gift, toy & pop culture brandsWilliam Valentine will have over 100 new & exciting products on display across our portfolio of 30+ leading gift & toy brands! Come see the latest hit products from brands including NeeDoh, Keycraft, Living Nature, Rainbow Loom, Funnybone, Curious Universe, Nebulous Stars, Thumbs Up and more!

Winning Moves

Winning Moves create some of the world’s leading games, such as the Top Trumps range, WHOT!, Pass the Pigs, and Waddington’s No. 1 Playing Cards, and licensed versions of Hasbro games like Monopoly, Guess Who? Trivial Pursuit, and Yahtzee. Partnering with over 100 licensors globally, their wide range extends across licensed and generic products, with something for everyone’s interests!

LEVEL 3 SUITES

Bensons Trading Company is a leading Australian wholesaler supplying plush, impulse novelty items. Across our brands we showcase a range of licensed products and blind box collectibles. Representing global brands Just Play, Mighty Jaxx, Paladone, Smoko, Yoonique, Play Nation and PMI, we deliver trusted, high-quality, and commercially successful ranges to retailers across Australia and New Zealand.

Headstart International Pty Ltd Bensons Trading Company

Headstart International is a leading developer and distributor of toys and collectibles. Proudly Australian owned, we are passionate about creativity, and bringing joy to kids of all ages. Our brands consistently thrive year after year, collaborating with iconic licenses such as Disney, Marvel, DC, Harry Potter, Jurassic Park, Hello Kitty and Care Bears. 10 years of Ooshies in 2026, with more global licenses than ever and an amazing lineup of new products.

Hobbyco Imports is one of Australia’s leading distributors of hobby, collectible and creative brands, with a long-standing heritage in the specialist retail market. We supply specialty hobby stores, toy stores, gift retailers and department stores nationwide, backed by hands-on sales support and market insight. Our key brands include Bandai Hobby, Tamashii Nations, OKTO Sensory Art and Aoshima.

Innovation First Australia is a leading distributor of innovative toys and STEM-based products, delivering engaging, tech-driven play experiences. Partnering with a portfolio of globally recognised toy brands including Smart Games, Nikko, Silverlit and Simba Toys, the company focuses on inspiring creativity, learning, and hands-on exploration for retailers and consumers across Australia.

(Australia) Pty Ltd

For over 37 years, Jasnor has been a leading manufacturer and distributor of iconic brands and characters, supplying Australia and New Zealand with quality plush toys, nursery gifts, licensed toys, feeding products, unique giftware and collectibles. Our exclusive global partnerships and commitment to exceptional service make us a trusted supplier across a wide range of retail channels.

Australia

Jazwares, a Berkshire Hathaway company founded in 1997, is a global toy manufacturer known for imaginative, trend-driven products across categories including plush, playsets, figures, collectables, and costumes. Jazwares' portfolio includes brands like Squishmallows™, Pokémon™, BLDR™, Star Wars™ and more with worldwide offices and distribution in 100+ countries.

The Brand Licensing Group

The Brand Licensing Group is Australia’s trusted wholesale partner for officially licensed products. We work directly with world-class brands including Warner Brothers, Mattel, Paramount, AFL and NRL to deliver high-quality, authentic merchandise your customers already love. From concept to shelf, our team handles every stage of licensing, design, and distribution, making it easy for retailers to stock premium, fully licensed products

PTY LTD

Zimbler Pty Ltd is an Australian wholesaler of toys and hobby products, based in Melbourne. We supply major retailers and independents nationwide, Exclusive distributor for World Leading Brands, Carrera, Bruder, Maisto , Burago, Bayer and Powerplay. with key licenses from F1, Mario, Sonic, Ferrari, CAT and Mack

Hobbyco Imports (HIMP)

Innovation First

Jasnor

Jazwares

Zimbler

THE BRAND LICENSING GROUP SECURES

PMI COLLECTIBLES DEAL FOR AUSTRALIA!

The Brand Licensing Group (BLG) is pleased to announce it has entered into a distribution agreement with PMI for the Australian market for the brands: Fuggler, Care Bears x Hello Kitty, Skifidol Italian Brainrot, Fast and Furious plus more, further strengthening its position as a leading distributor of licensed consumer products.

PMI is globally recognised for its expertise in developing and delivering innovative, accessible collectible and toy products.

With a strong track record of combining creativity, quality, and affordability, PMI continues to engage consumers across multiple international markets.

Under this new agreement, BLG will introduce a range of highly anticipated collectible lines to Australia, including Fugglers, Care Bears x Hello Kitty, Skifidol Italian Brainrot and Fast and Furious. The launch is scheduled for Q3 2026.

Fugglers, known for their quirky and mischievous personalities, have already achieved significant global traction, with more than 8 million units sold worldwide. The brand recently experienced exceptional demand in the United States, selling out across 3,000 Walmart stores, further demonstrating its strong consumer appeal.

The upcoming PMI range will expand the Fuggler universe, offering fans a new and engaging way to interact with the brand through innovative collectible formats.

Care Bears x Hello Kitty unites two iconic global brands in a standout collectible range that blends nostalgia with fresh appeal. Skifidol Italian Brainrot taps into one of today’s most viral trends, translating its unique cultural energy into an

exciting new collectible format. Fast and Furious brings the world’s leading action franchise into the collectibles space, delivering a bold and dynamic experience for fans and collectors alike.

“This partnership marks an exciting milestone for BLG as we continue to bring globally successful and culturally relevant brands to the Australian market,” said Jon Marshall, Managing Director at The Brand Licensing Group. “We are confident that PMI’s unique approach to collectibles will resonate strongly with local retailers and consumers alike.”

Omer Dekel, CEO of PMI, added: “Australia is an exciting and strategic market for us. Partnering with BLG allows us to bring our most innovative collectible concepts to a highly engaged audience. We are especially excited to introduce new formats within the Fuggler universe and expand our portfolio of globally loved brands in a meaningful way.”

The partnership reinforces BLG’s commitment to delivering high-quality, on-trend licensed products and creating meaningful retail opportunities across Australia. The new line from PMI will give Fuggler fans a whole new way to interact with these mischievous monsters.

Contact details: sales@thebrandlicensinggroup.com.au

THROWBACK TOYS: REPACKAGING NOSTALGIA FOR GEN ALPHA

Retro toys are rolling back into the spotlight in 2026, fueled not only by nostalgia but by a new generation discovering them for the very first time.

The Toy Association™ highlighted “Throwback Toys” among its top toy trends for 2026. The trend reflects a growing consumer interest in classic toys, vintage aesthetics, and analog experiences that are resurfacing across social media, fashion, entertainment, and youth culture. From early-2000s digital cameras to the sudden resurgence of hacky sacks among tweens and teens, these types of products from past eras are being rediscovered as well as reimagined for a new generation.

While some young consumers are discovering these classic playthings through their parents, many are finding them through social platforms (i.e. YouTube, Instagram, and TikTok) that feature them right alongside contemporary content. Search behavior further reflects the scale of this resurgence. According to Pinterest Predicts 2026, searches for retro toys have increased 225%, while searches tied specifically to 1970s-era toys are up 125% and 2000s-era toys have risen 140%.

One of the clearest signs of this shift is the unexpected return of hacky sack, or “footbag,” among high school and college students in the U.S. What started in prep school sports circles has since spread through social media and campus culture, with students forming clubs, sharing trick videos to social, and embracing the activity as a spontaneous and social alternative to screen-based entertainment.

“Toy companies are responding by updating heritage brands and retro-inspired products through refreshed aesthetics, updated mechanics, creator and brand partnerships, and social-first storytelling that helps older play patterns feel relevant again,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “While sometimes rereleasing these products unchanged, manufacturers are also finding ways to connect nostalgia with Gen Alpha’s current interests.”

Several 2026 launches illustrate how companies are reworking familiar formats for a new generation:

The Hot Wheels Chomp Beach Playset brings the shark-chomping vehicle play from the vault (think: early 2000s Hot Wheels Shark Park) and revamps for a new generation with high-action launches, reset-and-repeat features, and expandable track building.

Make It Real’s Rock Dough set updates the classic pet rock with this hands-on set that lets kids mold, paint, and decorate custom creations.

The Rubiks x Tetris Cube combines two classic games into one new, unique Tetrimino-matching brainteaser Cube.

The Fugglers Care Bears Collection pairs a beloved legacy brand with Fuggler’s offbeat humour for a new line of collectibles with cross-generational appeal for kids, teens, and adult fans alike.

The LEGO Disney and Pixar Toy Story Slinky Dog Bookends building set reimagines the classic Toy Story character into a buildable set of bookends with a turning head, fabric ears and movable paws, plus two buildable books that attach to the dog or stand on their own.

For more on the 2026 trends shaping the global toy industry, visit toyassociation.org/trends.

POKÉMON AT 30

THE PHENOMENON THAT REFUSED TO FADE.

How a trading card craze became one of the most powerful brands in global entertainment — and why Australia became part of the story.

By Tony Bugg

Thirty years ago, Pokémon arrived in the Western world as little more than a curious Japanese import. Few could have predicted what would follow. Retailers saw trading cards, kids saw colourful characters, collectors saw something exciting. Nobody saw a cultural force that would still be growing three decades later.

Today Pokémon stands alongside the most recognisable entertainment properties on the planet, spanning video games, trading cards, animation, licensing, esports, live events and a global community in the hundreds of millions.

Yet perhaps the most remarkable part is that Pokémon was never supposed to survive this long. Many crazes burn brightly before fading; Pokémon did the opposite, falling, rebuilding and returning stronger than ever.

Few have witnessed that journey more closely than Australian industry veteran Garry Isaac, who for more than twenty-five years has helped guide Pokémon’s extraordinary growth throughout Australia and New Zealand. Looking back over three decades, his assessment is simple. “This is not a craze anymore. This is a business.”

And what a business it has become.

BEFORE POKÉMON

Long before Pikachu became a household name, Garry Isaac had developed a fascination with collectibles.

Through the late 1980s and early 1990s he imported American products, ran specialty retail stores and experimented with categories most Australian retailers barely understood.

One discovery would prove particularly significant. Trading cards. Isaac recalls opening packs of basketball cards and displaying them in a cabinet, and almost overnight customer behaviour changed. Collectors were no longer simply buying — they were hunting, completing collections, chasing rarity. The emotional connection was unlike anything he had encountered.

What he didn’t realise was that those same behaviours would fuel one of the greatest consumer phenomena in entertainment history.

THE ARRIVAL

When Pokémon Trading Cards launched in Englishspeaking markets in 1999, excitement was already building. Word was spreading from overseas, the television show was attracting attention, the Nintendo games were gaining momentum.

Industry pioneer Fred Gaffney was among the first to recognise the opportunity, but what nobody understood was the scale.

Isaac was heavily involved in trading cards and appeared well positioned to secure a role in the Australian rollout. At the final moment, however, the opportunity went elsewhere.

Looking back now, Isaac believes it may have been a blessing in disguise. “In hindsight,” he laughs, “there’s no way we could have financed what Pokémon became.” What followed was unprecedented. Demand exploded, retailers couldn’t get enough stock and supply chains struggled to keep pace. Children wanted it, parents searched for it, retailers scrambled to secure it.

THE AUSTRALIAN CONNECTION

While Pokémon’s global story has been told many times, the Australian story is different — one of persistence, relationships and recognising opportunity long before the broader market understood its significance.

For Garry Isaac, Pokémon has been a twenty-five-year journey of both frustration and reward, and the frustration came early: when Nintendo secured the Australian distribution rights, he was left watching from the sidelines as the category exploded.

For many operators, that might have been the end of the story. For Isaac, it became a lesson. While others were consumed by the short-term frenzy, he kept building relationships, expertise and connections.

When Pokémon stumbled in the early 2000s, many participants disappeared. Isaac remained. And when the chance came to re-engage during the rebuilding phase, he was ready.

The second chapter would prove far more important than the first. Rather than chasing a craze, he would help build a sustainable category — today positioning the Australian and New Zealand operation among the most significant Pokémon trading card businesses in the region.

THE FALL

By the early 2000s the market had become saturated. Inventory flooded global channels, retailers were overloaded with stock, distributors were liquidating. Many observers declared the phenomenon over.

For countless brands, that would have been the end of the story. For Pokémon, it became the beginning of the next chapter. Rather than abandoning the property, The Pokémon Company took control, rebuilding its global operations, strengthening its long-term strategy and treating Pokémon as a brand rather than a short-term trend.

“It was rebuilt properly,” Isaac explains. “They stopped thinking about quick wins.”

That decision changed everything.

THE LONG REBUILD

The years that followed were not spectacular. They were deliberate. Steady. Disciplined.

Pokémon slowly rebuilt consumer trust. Retailers returned, collectors re-engaged, new generations discovered the franchise. Most importantly, the business stopped behaving like a craze and started behaving like infrastructure.

While many entertainment properties rise and fall on a single hit product, Pokémon continuously reinvented itself with new games, characters, card releases and experiences. Every few years another generation discovered it for the first time, and older fans returned. Then 2016 arrived.

THE GAME CHANGER

Few entertainment products have altered popular culture quite like Pokémon GO. The augmented reality mobile game transformed Pokémon into a global phenomenon all over again.

Suddenly millions were walking streets, gathering in parks and chasing virtual Pokémon. The brand reached audiences that had never purchased a trading card, former and new fans alike flocked back, and media coverage exploded.

And then came another unexpected catalyst. COVID.

WHEN COLLECTING BECAME INVESTING

During the pandemic years, something extraordinary happened. Collectibles transformed into alternative assets. People confined to their homes reconnected with hobbies, nostalgia surged, and trading cards became investment vehicles. Sealed Pokémon product suddenly attracted a new audience. Investors.

According to Isaac, the modern Pokémon market is now driven by three distinct groups. Children. Collectors. Investors. The first discovers the brand, the second builds emotional attachment, the third creates scarcity. Together they form an ecosystem unlike anything else in the toy industry.

“The investors are lighting the candle,” Isaac says. Some consumers now buy sealed product not to open it, but simply to store it away. Rare cards command astonishing prices, and vintage sealed product is highly sought after worldwide.

Yet despite the investment activity, Pokémon’s emotional appeal remains intact. “People don’t want to miss out,” Isaac says. “That’s what keeps driving it.”

MORE THAN A TOY

Perhaps the greatest lesson from Pokémon’s thirty-year journey is that it is no longer simply a toy property. It has become culture.

Across Australia and New Zealand, hundreds of organised Pokémon leagues now run through hobby and specialist stores. Players compete weekly; families and collectors build communities. Major events attract thousands, launches generate queues, and new releases create anticipation usually reserved for blockbuster films or game consoles. Pokémon has evolved into a lifestyle brand supported by an extraordinarily passionate fan base.

THE SEATTLE CONNECTION

One lesser-known aspect of Pokémon’s modern success is the importance of relationships. As it rebuilt its Western operations through Seattle, the company increasingly sought partners who understood the long-term nature of the business.

For Isaac, those relationships became central. Regular US visits, supplier conferences, planning meetings and faceto-face engagement built trust that email or video calls could not replicate.

“You’ve got to be there,” Isaac says. “You’ve got to show them what you’re doing.”

In an industry often obsessed with products, Isaac believes relationships remain the real currency.

THE SCHOOL OF FRED GAFFNEY

Every industry has influential figures whose impact extends beyond their own businesses. For the Australian toy industry, Fred Gaffney was one. Part mentor. Part connector.

Part strategist.

His philosophy was simple. Work harder than everyone else. Show up. Build relationships. Keep your word. For Isaac, those lessons continue to shape the way he operates today.

Many of the industry’s most successful leaders emerged from what colleagues jokingly refer to as “The School of Fred Gaffney.” It was taught not in a classroom but in airports, boardrooms, retail meetings and trade show aisles.

And while the industry has changed dramatically over the past three decades, the principles remain remarkably relevant. Relationships matter. Trust matters. Reputation matters.

THE NEXT CHAPTER

As Pokémon approaches its 30th anniversary, there is little evidence the franchise is slowing.

If anything, momentum is increasing.

Global launches keep growing, competitive play keeps expanding, technology keeps creating new ways to engage. Most importantly, new generations keep discovering Pokémon every year, with parents who collected cards during the original boom now introducing it to their own children.

Thirty years after arriving in the Western world, Pokémon has survived every challenge that should have ended it. The hype. The collapse. Changing technology. Changing consumer behaviour. Changing generations. And yet it remains as relevant today as it has ever been.

For Garry Isaac, the reason is simple. Pokémon never stopped evolving.

After thirty years, it is no longer a craze. It is no longer simply a toy. It is one of the most powerful collectible ecosystems ever created. And its story is still being written.

TIMELINE OF A GLOBAL PHENOMENON

2017-2019

Trading card market gains momentum again.

Collectors, gamers and hobby retailers help strengthen the category.

2016

Pokémon GO launches worldwide.

Reintroduces Pokémon to millions of consumers and creates a global cultural phenomenon.

2020-2021

COVID collectibles boom.

Pokémon cards become investment assets as demand and secondary-market values surge.

2022-2024

Organised play and league participation accelerates.

Hundreds of Pokémon leagues operate throughout Australia and New Zealand.

“You’ll never make money sitting in the office. You’ve got to get out there and meet people.”

– Garry Isaac

“People don’t want to miss out. That’s what keeps driving it.”

– Garry Isaac

1996

Pokémon launches in Japan on Nintendo Game Boy.

The beginning of what would become one of the world’s largest entertainment franchises.

2005-2010

Pokémon steadily rebuilds globally.

New generations of players and collectors enter the category.

2025

Pokémon reaches record levels of popularity.

Trading cards, gaming, events and collectables continue to expand globally.

“This is not a craze anymore. This is a business.”

– Garry Isaac

1998

Pokémon television series launches internationally.

Introduced Pikachu and the Pokémon universe to a global audience.

1999

Pokémon Trading Card Game launches in English-speaking markets.

Trading cards become the catalyst for the first global Pokémon boom.global audience.

1999 -2000

Pokémon explodes across Australia.

Retailers struggle to secure stock as demand reaches unprecedented levels.

2003-2005

The Pokémon Company rebuilds Western operations through Seattle.

The shift from short-term craze to long-term brand strategy begins.

2001

Market correction and oversupply.

Retailers and distributors liquidate excess stock as the first Pokémon boom collapses.

2000

Trading card mania reaches peak intensity.

Pokémon becomes one of the biggest youth crazes Australia has ever seen.

POKÉMON ECOSYSTEM

THE THREE ENGINES DRIVING GROWTH:

2026

Pokémon celebrates its 30th Anniversary.

A milestone that confirms Pokémon as one of the most enduring entertainment franchises.

Discovery, gameplay and entertainment.

Introduce new generations to the franchise.

Nostalgia, artwork, rarity and completion. Create long-term engagement and emotional attachment.

Scarcity, sealed product and future value. Drive demand, collectability and market momentum.

GOLF DAY ROUND UP

On Thursday 14th May, the ATA hosted our annual Industry Networking Golf Day, and what a cracking day it turned out to be! Melbourne weather can be a little unpredictable at the best of times, especially heading into winter, but thankfully the golfing gods delivered perfect sunshine for our 12 teams to swap office chairs for golf carts and enjoy a day out on the green.

This year’s event was held for the first time at the beautiful Heidelberg Golf Club, where the local wildlife apparently enjoys the course just as much as the players. Kangaroos and goats roaming the fairways added an unexpected extra challenge, trying not to hit them became just as important as avoiding the bunkers!

Our 48 golfers kicked off the day with a stand-up lunch before receiving a warm welcome and a quick rules briefing from the club’s Pro. Then it was off to their designated starting holes, clubs in hand and competitive spirits high.

Importantly, all profits from the day are donated to a children’s charity, and alongside player registrations, ATA received fantastic support from sponsors to help raise additional funds. A huge thank you to GEL and VTech for sponsoring holes on the course, with VTech also generously donating karaoke machines for the winning team, because nothing says victory like a post-golf singalong!

Heidelberg Golf Club kindly donated a “Round for Four” prize, while Toyworld Greensborough’s Darren and Kathy Neil generously provided the cash prize for the hole-in-one putting competition.

Toyworld also added some extra personality to the putting green, with Star Wars characters and Sylvanian Families cheering on players and creating plenty of photo opportunities (from our players and members of the course) throughout the day.

The winning team with 57.5 points was the Asmodee, GEL Logistics and Toys’r’Us team, followed very closely by the Jazwares team who scored a nice 58.25. On the other end and receiving a consolation prize for the second year in a row were VTech, who’s total of 71.5 was an improvement from 84 in 2025.

There was also a Longest Drive competition on hole 3 with Chris Loverso of Jazwares taking the crown for this and Steve Todorov of ExpoNet winning the Nearest the Pin on hole 17. And winning the cash prize of $1,000 was Glenn Budge of ExpoNet in the Putting Competition.

Congratulations to all of the winners and thank-you to those who participated on the day, it was great to see members and suppliers in a relaxed setting.

Photo’s of the event are available, click here. To see a full list of teams and scores, click here.

HASBRO CONTINUES WORLDWIDE “APOLOGY TOUR” WITH 40TH ANNIVERSARY THEATRICAL RETURN OF THE TRANSFORMERS: THE MOVIE

The Transformers: The Movie back to theatres for its 40th anniversary, inviting fans to relive the action, the music and yes… that moment.

The loss of Optimus Prime remains one of the most talked -about moments in franchise history. As part of the yearlong “Apology Tour,” Hasbro is leaning into that shared experience, bringing fans together to grieve, heal, and reminisce at special fan events all year long, including the film’s return to theaters.

Beginning September 17, 2026, in honor of Transformers Day, the beloved 1986 animated film— presented in 4K—will roll into theatres across the U.S. with a wide theatrical release through September 21 as a special limited-run cinema experience. Select international markets are expected to launch day-and-date with the U.S.

“For decades, Transformers fans have carried this film with them, which is a testament to its storytelling and lasting cultural impact,” said Alyse D’Antuono, Vice President, Global Brand & Franchise Strategy, Action Brands, Hasbro. “Bringing it back to theaters is an opportunity for longtime fans to relive it together, and for new audiences to experience a defining chapter of Transformers history.”

“Few films have had a stronger and more lasting legacy than The Transformers: The Movie,” said Ray Nutt, Chief Executive Officer for Fathom Entertainment. “Even 40 years later, this animated feature film remains a defining moment for fans across generations. Fathom is thrilled to team up with Hasbro to give audiences the opportunity to experience The Transformers: The Movie together in 4K on the big screen.”

Originally released in 1986, The Transformers: The Movie marked the franchise’s first feature film and raised the stakes in ways audiences did not see coming. What started as an epic battle between Autobots and Decepticons quickly became something more, introducing the Autobot Matrix of Leadership, the planet-devouring Unicron, and a turning point that left a generation of fans emotionally unprepared for what a children’s film could deliver.

Optimus Prime’s fall in a final showdown with arch-nemesis Megatron remains one of the most controversial moments in franchise history. Four decades later, fans are still talking about it. Now, they can experience it all over again together in theatres, this time knowing exactly what’s coming and choosing to show up anyway.

The film features an unforgettable voice cast, including Peter Cullen (Optimus Prime), Frank Welker (Megatron), Orson Welles (Unicron), Judd Nelson (Hot Rod/Rodimus Prime), Leonard Nimoy (Galvatron), Eric Idle (Wrek-Gar) and Robert Stack (Ultra Magnus).

Tickets for The Transformers: The Movie 40th Anniversary will be available later this summer and at participating theatre box offices (theatre locations are subject to change).

For more information and to be among the first notified when tickets go on sale, please visit Fathom Entertainment. Alongside the cinema experience, fans can expect additional anniversary surprises across toys, merchandise, publishing, and more because 40 years later… it still hits like a truck.

For the latest information on the TRANSFORMERS brand, including toys and entertainment, follow

@TRANSFORMERSOfficial on Instagram

@TRANSFORMERS on X

@TRANSFORMERS on Facebook

@TRANSFORMERSOfficial on TikTok

BUILD, TRAIN, NURTURE & BATTLE:

New LEGO® Pokémon™ SMART Play sets allow children to feel like Pokémon Trainers!

The LEGO Group and The Pokémon Company International announce the latest LEGO® Pokémon™ sets for builders aged 6+, including fan-favourite Pokémon, Pikachu, Charizard, Squirtle, Gengar, Mewtwo and more.

Today, the LEGO Group and The Pokémon Company International unveiled the latest sets in the LEGO® Pokémon™ range, bringing to kids around the world even more opportunities to play with their favourite Pokémon in LEGO brick form. Thanks to LEGO SMART Play technology, builders will feel like Pokémon Trainers, as their beloved LEGO Pokémon now have the power to play back. Going beyond building, the sets are all about training, nurturing and battling!

The LEGO SMART Play System is powered by the LEGO SMART Brick – packed with more than twenty patented world-firsts within its technology, making LEGO builds respond to how kids play through light, sound, motion and sensing, all without screens. With twelve new LEGO Pokémon SMART Play sets launching, fans can dive into interactive play with some of their most cherished Pokémon, including Bulbasaur, Charmander, Squirtle, Gengar, Eevee, Mew and more.

Children can feed their LEGO Pikachu a brick-built LEGO SMART Tag sandwich or tickle their LEGO Charizard to get a joyful laugh. The more they play, the stronger the bond, as they prepare for spectacular battles with friends and family.

“We are thrilled to bring together two beloved brands that are known worldwide. For the first time ever, LEGO Pokémon creatures respond to children’s actions: meaning fans can build, train and interact with their LEGO Pokémon creatures through hands-on, imaginative play that encourages creativity, confidence and storytelling,” said Julia Goldin, Chief Marketing and Product Officer at the LEGO Group.

“LEGO SMART Play is an expansion of our existing LEGO System-in-Play and we are excited to integrate it into our latest LEGO Pokémon sets. It’s all about inviting children to explore, experiment and bring their own ideas to their adventures!”

Gaku Susai, Chief Product and Experience Officer at The Pokémon Company International adds “Pokémon has always been about the joy of discovery and connection, and we see every day how powerful imagination can be when it’s nurtured and given the space to grow. Working with the LEGO Group and its SMART Brick technology brings those shared values to life in a new, interactive way. Together, we’re giving young Trainers a hands-on way to engage with the world of Pokémon, as well as opening up new possibilities for a new generation of fans.”

The new LEGO Pokémon SMART Play sets include a broad variety of builds designed around different Pokémon, their characteristics, environments and training moments. LEGO SMART Play All-in-One sets include everything you need for a SMART Play experience – including at least one LEGO SMART Brick, SMART Charger and LEGO SMART Tags, whilst

LEGO SMART Play Compatible sets are designed to expand the play experience, including at least one or more SMART Tags, but not a SMART Brick.

All LEGO Pokémon SMART Play sets are available for preorder starting from today via www.LEGO.com/themes/ pokemon and sets will be available to purchase from August 1st 2026 from www.LEGO.com, LEGO Stores and select retailers in launch markets. Fans can also visit select LEGO Stores in launch markets to experience a LEGO Pokémon™ SMART Play demo and see the new playsets in action.

LEGO SMART Play will continue to expand through new updates, launches and technology – with the LEGO Group set to reveal more additions in the future.

For more information about LEGO SMART Play visit: www.LEGO.com/smart-play

ASMODEE BRINGS FRESH ENERGY TO THE TABLE AT ATA SYDNEY MID-YEAR TOY PREVIEW

As consumer demand for shared experiences continues to drive growth across the games category, Asmodee is showcasing a strong mix of proven brands and exciting new releases at this year’s ATA Sydney Mid-Year Toy Preview, offering retailers fresh opportunities across family, party and strategy gaming.

Leading the line-up is the ever-popular Exploding Kittens range, a brand renowned for its unique blend of humour, accessibility and replay ability. New additions including Exploding Kittens: Curse You and Exploding Kittens: Rage Mode bring fresh twists to the franchise, while titles such as Berry Cherry Parrot Punch, I Suck at Drawing, Dead Therapist and Boba Blast further expand the brand’s appeal in the fast-growing social and party games segment.

Joining the showcase is Anomia, a fan-favourite known for its fast-paced word association game play that creates memorable moments for families and friends. Its broad appeal and easy-to-learn format continue to make it a strong performer in the social gaming category.

Retailers will also have the opportunity to explore products from key partner brands including Big Potato, Lucky Egg and Blue Orange. Together, these ranges offer a diverse mix of innovative family and party games that combine engaging gameplay with strong shelf appeal, catering to consumers seeking fun, interactive experiences for all ages.

Another major focus is the continued expansion of the globally successful Spot It! range. Recognised for its simple game play and universal appeal, Spot It! continues to attract new audiences through a growing portfolio of licensed editions. This year’s releases include Lilo & Stitch, Spider-Man, K-pop Demon Hunters and The Lord of the Rings, creating exciting opportunities for retailers to capitalise on some of today’s most recognisable entertainment properties.

Alongside these new releases stands one of tabletop gaming’s most enduring success stories: CATAN. A cornerstone of modern board gaming, CATAN continues to attract both new and experienced players. This year, Asmodee is highlighting CATAN On the Road and CATAN Zip, compact and portable editions that bring the beloved trading and settlement experience to new occasions for play. Designed for

travel, holidays and gaming on the go, these formats provide retailers with additional ways to engage existing fans while introducing the brand to new audiences.

Collectively, the brands and products on display demonstrate Asmodee’s commitment to delivering experiences that bring people together. From quick-play party games and family favourites to licensed products and strategy classics, the portfolio offers retailers a compelling combination of innovation, accessibility and proven consumer appeal.

Jasnor (Australia) Pty Ltd

Home of Iconic Brands & Characters

Unit 5, 13-19 Coora Rd, Oakleigh South Victoria 3167 Telephone: 1300 881 940 Website: jasnor.com.au

FROM PADDINGTON TO POP CULTURE: JASNOR’S EVOLUTION IN TOY RETAIL

In a toy and giftware landscape that constantly reinvents itself, Jasnor has proven that longevity is not about standing still—it is about evolving with purpose. Founded in 1988 and still proudly family-run, Jasnor has built a reputation that bridges generations, combining trusted classics with the pulse of what’s new and next.

For decades, Jasnor has anchored its portfolio in heritage brands that carry enduring emotional appeal. Icons such as Paddington Bear, Beatrix Potter and Disney Britto are more than just products - they are cultural touchstones. Jasnor has ensured they remain relevant with regular updates to the product offering.

Yet, it is Jasnor’s forward-thinking approach that truly defines its position in today’s market. Recognising the growing influence of Millennials and Gen Z consumers, the company has expanded its offering to include emerging brands that reflect contemporary tastes and social trends. This isn’t just about adding new names—it’s about understanding how younger audiences engage with play, collectibles, and design-led products.

This year’s launches are a strong testament to that strategy. Viral sensations like Mushykinz, Pembe, and the iconic Japanese brand Domo tap directly into the playful, expressive, and highly shareable aesthetics that dominate social media culture. These brands speak the language of a generation that values cuteness and collectability in equal measure.

Complementing this is the growing presence of Blind Box collectibles, with Top Toy driving excitement through globally recognised brands such as Disney and Sanrio, while Deddy Bears and Kreepy Collectibles from Innov8 add a distinctive mix of surprise, character-driven storytelling and collectability. Together, these offerings tap into the thrill of discovery and desirability that has become hugely popular among younger consumers.

At the same time, Jasnor continues to nurture brands experiencing strong resurgence. Miffy, for example, is enjoying a global revival. The launch of a new 3D/CGI television series has attracted a new generation of fans, while daily airtime on ABC Kids Australia reinforces its relevance. Jasnor has capitalised on this momentum with the Miffy TV Series Plush range, giving young viewers a tangible connection to the world they see on screen. Similarly, Peppa Pig continues to evolve and engage audiences through fresh storytelling, with the recent

introduction of Baby Evie to the beloved Pig family creating renewed excitement among fans. A new interactive plush being launched in the second half of the year is Peek a Boo Peppa, sure to entertain and delight little ones as they connect with the beloved character.

The arrival of Mofusand, the wildly popular Japanese character brand featuring irresistibly fluffy cats, demonstrates Jasnor’s commitment to bringing globally trending IP to local audiences. With its distinctive aesthetic and strong appeal across social platforms, Mofusand fits seamlessly into the company’s evolving portfolio.

Importantly, Jasnor has not lost sight of its established successes. New additions to blockbuster brands like Blueyincluding the interactive Bedtime Bluey Plush, Afternoon Tea Set and DJ Decks—ensure the company continues to deliver on proven favourites while refreshing the range with innovative extensions.

Meanwhile, a nod to nostalgia comes in the form of World’s Smallest toys and collectibles. Consumers can enjoy pocket size portable versions of classics such as Monopoly, Jenga, Uno and Hungry Hungry Hippo.

Jasnor’s offering reflects a carefully curated ecosystem: one that honours tradition while embracing change. As a family-run business, it retains the agility and personal touch needed to navigate an increasingly complex market, while its strategic vision ensures it remains relevant to both long-standing customers and emerging audiences.

AUSTRALIAN TOY DISTRIBUTORS UNVEILS MAJOR 2026 PRODUCT INNOVATIONS

Australian Toy Distributors is excited to showcase a range of innovative and premium product launches for the Australian and New Zealand markets in 2026.

A key new release for the year is SCRABBLE® Aura, a unique addition to the SCRABBLE® family developed specifically for today’s players, combining the timeless appeal of the world’s favourite word game with a fresh and engaging gameplay experience.

Complementing this launch is the continued expansion of the premium SCRABBLE® collection through our exclusive partnership with Bucher & Harrison. The 2026 range includes premium editions such as SCRABBLE® Prestige and Retro SCRABBLE®, together with a growing collection of accessories including the SCRABBLE® Scorepad Book, Electronic Timer, Scoring Markers & Racks, and Deluxe Wooden Turntable.

Australian Toy Distributors is also proud to introduce the latest additions to the award-winning Casdon role-play range, headlined by the new Casdon Dyson Detect toy vacuum cleaner. Featuring realistic styling inspired by the latest Dyson technology, the range continues to deliver engaging and authentic pretend-play experiences for children.

In sporting goods, exciting new releases from NERF Sports will further strengthen the brand’s position across active outdoor play categories, with innovative football, throwing and backyard play products designed to encourage skill development, participation and family fun.

THE MOST IMPORTANT AISLE IN RETAIL — AND NO ONE IS USING IT VIE W

Australia’s supermarkets process millions of transactions every week. They are among the most powerful retail environments in the country, built on scale, consistency and consumer habit.

Walk into any major supermarket and you’ll find 20,000–30,000 SKUs spread across endless aisles, serving millions of shoppers each year. Yet despite this sophistication, one retail tool remains largely absent from the categories that drive grocery sales: Licensed products.

Outside of general merchandise adjacencies such as drink bottles, lunchboxes and seasonal promotions, licensing has little to no presence in the categories that define supermarket retail — snacks, dairy, beverages and pantry staples. The assumption appears to be simple: grocery is functional. Milk is milk.

Bread is bread.

Cereal is cereal.

Over time, that thinking has evolved into a long-standing belief that licensing doesn’t belong in grocery. The reality is that this theory has never been meaningfully tested.

Supermarkets have been designed around efficiency. Consumers follow familiar paths, buy familiar products and repeat familiar behaviours. It is a system built on optimisation.

But optimisation also creates predictability. And predictability removes surprise. In modern retail, surprise is often what drives engagement.

Interestingly, supermarkets already understand this principle. ALDI’s Special Buys program is a perfect example. Through scarcity, themed ranges and urgency-driven execution, shoppers change their behaviour. They browse differently, purchase differently and engage differently.

Yet this same thinking rarely extends into everyday grocery categories.

At the same time, brand owners and licensors are facing increasing pressure. Retail channels are becoming more competitive, shelf space is tightening and traditional opportunities are becoming harder to secure.

Which raises an important question:

Why does one of the largest consumer platforms in Australia continue to operate almost entirely without one of retail’s most powerful engagement tools?

Licensing hasn’t failed in supermarkets. In reality, it has barely been applied.

Supermarkets have built one of the most efficient retail systems in the world. But in doing so, they have also created an environment that is highly functional, highly routine and increasingly predictable.

In a retail landscape where consumer attention is becoming harder to earn, that may be worth reconsidering.

The most important aisle in retail remains the most unchanged.

Tony Bugg

BEAUTY, LICENSING AND CREATOR CULTURE FUEL GUI GUI’S RISE

As consumer trends continue to evolve at speed, few toy brands have captured the cultural zeitgeist quite like Gui Gui. Inspired by the beauty aisle, with its luxe slime textures, trend-led scents and playful mix-ins housed in beauty-inspired vessels, Moose Toys has created a sensory brand that sits confidently at the intersection of toy, lifestyle and pop culture.

Following its breakout success in 2025 and continued momentum into 2026, Gui Gui has quickly established itself as a category leader within the booming compound space, resonating strongly with kids, tweens and teens through its tactile, multi-sensory play pattern, collectability and trend-driven aesthetic. Importantly for the toy industry, its broad age appeal helps extend the relevance of the toy aisle across multiple shopper segments, keeping older kids engaged in category for longer and encouraging repeat visitation and cross-age purchasing within the same brand. As the range expands, Moose continues to lean into the areas driving modern demand, including licensed entertainment, social-first influence and mini collectibles

Leading the next wave is the highly anticipated Gui Gui x Netflix’s KPop Demon Hunters collaboration which launched in May in Australia. Designed to tap into the global rise of K-culture and character-led fandoms, the range brings together the film’s key characters with Gui Gui’s signature beauty-led slime styling. Each slime follows a five-step “beauty routine” play experience where consumers reveal, mix, decorate, personalise and finish their creation, reinforcing the brand’s strong connection to beauty-inspired play.

The Rumi, Mira, Zoey and Derpy Tiger character slimes deliver distinct colour stories and textures, ranging from glossy charm-led finishes to more textured crunch-style compounds. With four styles to create and a Limited Edition of 1,000 Golden Slimes, the range also introduces a strong chase element that drives excitement at shelf and encourages repeat engagement.

Central to Gui Gui’s continued momentum is Moose’s work with leading beauty and DIY creators who are actively shaping what tweens and teens engage with across digital platforms and online entertainment. The 2026 line-up includes curated slime drops in collaboration with global creator Salish Matter, alongside Sydney Morgan and Grace Mary Williams. Each brings a distinct audience and creative lens, from Salish’s highly engaged tween following and lifestyle-driven content to Sydney Morgan’s beauty-led tutorials and trend focus, and Grace Mary Williams’ hands-on DIY storytelling. Salish’s influence in particular continues to grow following the launch of her Netflix series with Jordan Matter, which debuted as the number one Kids title on Netflix, further strengthening her cultural impact and driving demand for the collaboration within Australian retail.

Rounding out the Australian line-up, one of the world’s most iconic lifestyle brands Hello Kitty joins Gui Gui in July. The collaboration is expected to resonate strongly with tween shoppers and collectors, while also delivering a highly giftable licensed range that taps into kawaii culture and beauty-led aesthetics.

For Moose, the continued success of Gui Gui reinforces its ability to identify and scale global trends from its Australian home base. As one of Australia’s most successful toy businesses, Moose has consistently demonstrated its strength in building brands that resonate both locally and internationally, with Gui Gui now emerging as one of its most impactful launches.

For the Australian toy industry, Gui Gui shows how innovation, beauty trends, entertainment licensing and creator-led discovery can work together to broaden age appeal and ultimate keep consumers engaged in the toy category for longer.

As 2026 unfolds, Gui Gui is set to remain front and centre in both retail conversations and shopping baskets across Australia. Gui Gui is available now from BIG W and independent toy stores across Australia.

For more information contact: https://www.moosetoys.com/au

FRANCISCO ALABAMA

FOR THE LOVE OF TOYS AND MEMES: WHAT “6-7” TEACHES US ABOUT GEN ALPHA’S LIGHTNING-FAST CULTURE

A year ago kids across the world were shouting two numbers like it was the funniest thing on earth. ‘Six… seven.’

No context. Just a sound, a gesture and a wall of giggles echoing down school corridors. It was chaotic, a little annoying—and a perfect case study in how organic playground trends explode overnight, and why the toy industry must build a ‘pop-up pipeline’ to catch the wave before it crashes.

As toy creators, executives, and brand storytellers, we have to ask ourselves: How does a random pair of numbers capture the imagination of millions of kids simultaneously? More importantly, how can the toy industry learn to dance with these organic micro-trends before they vanish?

The Anatomy of a “Nothing” Meme

If you ask a linguist what “6-7” means, they will tell you it means absolutely nothing. It is a joyful way to belong to something that signals you are completely plugged into this exact cultural moment.

The lifecycle of this specific meme is a masterclass in how modern kid culture is built from the bottom up. It didn’t start in a corporate focus group, a premium animation studio, or a Hollywood writers’ room. It emerged organically when a catchy, rhythmic line dropped in a track called “Doot Doot (67)” by the artist Skrilla. From there, sports highlight creators on TikTok and YouTube Shorts snatched the short audio clip and layered it over basketball highlight reels—particularly featuring NBA star LaMelo Ball, who stands exactly 6’7”.

Generation Alpha took it from there. Through millions of micro-repetitions, the sound spread like wildfire from phone screens straight into classrooms, playground lines, and late-night group chats. And then came the traditional final stage: mainstream morning shows and parenting websites started publishing frantic articles explaining “what the 6-7 trend means for your children.” By that exact moment, the kids had already cringed, packed up, and moved on. The clock had run out.

The Brutally Short Lifecycle of Gen Alpha Trends

The uncomfortable truth for our industry is that the traditional toy development timeline and our industry’s standard operations are glacial compared to the hyper-speed of short-form video algorithms. If our product pipeline relies on a standard 12-to-18-month roadmap, we are simply missing these trends.

By the time a meme is being explained to parents on television, it is already dead to the kids who birthed it. Gen Alpha actively pulls back when adults repeat their jokes back to them a month late. The immediate corporate temptation in our business is always to say, “Let’s license this and make a 6-7 toy!” That instinct is understandable, but it is fundamentally flawed. By the time that product passes safety testing and hits retail shelves, it will be ancient history, destined directly for the clearance aisle.

Instead, the real strategic goal shouldn’t be to build toys for specific, fleeting memes. It should be to build an agile infrastructure so that when the next random meme hits, your brand ecosystem is physically ready to respond in a matter of weeks, not years.

Capitalizing on Chaos: Setting Up the “Pop-Up Lane”

To stay relevant, toy companies must establish a dedicated “Pop-Up Lane” in their product development pipelines—a scrappy, pre-approved fast track that operates with its own nimble set of rules, completely isolated from mainline corporate development .

The Golden Rule of the Pop-Up Lane: Ship within six to seven weeks, or do not ship at all.

How do you execute this level of speed without wasting millions on capital tooling or destroying your supply chain? You do not over-engineer. You don’t try to build a fully tooled action figure for a joke that will die next month. Instead, you focus on low-barrier, high-impact tactical touchpoints:

1. Design for Hooks and Blank Spaces: Create physical products and collectibles that feature built-in “openness”. Design mechanics that naturally invite custom catchphrases, gestures, and expandable slots. Leave blank physical areas where kids can graft their own current meme language or custom decals onto the play pattern without waiting for a corporate update.

2. Utilize Hyper-Fast Deliverables: Instead of chasing every phrase with a new mold, think about rapid-response components that can be turned around in days, not months. This includes printable add-ons, downloadable custom apparel for figures, or limited-run sticker sheets and customizable sleeves that instantly refresh existing toy lines.

3. Pivot to Digital-First Extensions: Deploy quick minigames, user-generated content (UGC) prompts, or interactive AR filters that let kids instantly interact with your physical brand via the meme’s universe. Digital assets buy your physical supply chain the breathing room it needs.

4. Listen to the Hallways, Not Just the Charts: Data aggregators and backward-looking trend charts tell you what was popular last quarter. To catch these waves, companies need brand managers who genuinely “live in the scroll”. Look for raw schoolyard signals, niche audio clips, and grassroots enthusiasm rather than sanitized trend decks.

For the Love of Toys

At the end of the day, trends like 6-7 aren’t designed to last and we shouldn’t expect them to. They are beautiful, chaotic, and fleeting by their very nature. But the magic happens when we pull back and realize that this seemingly meaningless “nothing” is actually doing something incredibly real: it is fulfilling a deeply human need for connection, play, and community among kids navigating a fast-moving, often heavy world.

When we strip away the corporate KPIs, the spreadsheet forecasts, and the retail strategies, we remember why we got into this business in the first place—for the love of toys. Our ultimate job isn’t to control or manufacture the culture; our job is to dance with it. The toy companies that learn to move quickly, lightly, and with genuine respect for kids’ weird, wonderful, and fleeting humor will build something far more durable than a viral internet trend: they will build a brand that kids invite into their inner circle, long after the meme itself has faded into history.

WHAT BYD CAN TEACH THE TOY & LICENSING INDUSTRY

As I watched reports of a vessel carrying 5,000 BYD vehicles arriving in Australia recently, I found myself reflecting on a much bigger story.

On the surface, this is an automotive story.

In reality, it may be a glimpse into the future of many industries, including toys, licensing and consumer products. What is remarkable is not that BYD manufactures electric vehicles, or that they are competitively priced. What is remarkable is the scale.

For decades, Western businesses viewed China as the world’s factory — the place where products were manufactured after the ideas, brands and intellectual property had been created elsewhere.

Today, that equation is changing.

Companies such as BYD are no longer simply manufacturing products. They are designing them, engineering them, marketing them and increasingly owning the consumer relationship.

The toy industry has been witnessing this shift for years.

Thirty years ago, many toy companies viewed Chinese factories primarily as suppliers. Today, many of those same factories have evolved into sophisticated organisations with design capabilities, engineering resources, sourcing expertise, logistics infrastructure and direct access to global markets.

They are no longer simply making products for others. They are increasingly capable of creating and owning products themselves.

The real lesson from BYD is not that China can manufacture at scale. We already knew that.

The lesson is that scale has become a competitive weapon. When an organisation controls design, engineering, production, logistics and distribution, it creates efficiencies that become increasingly difficult for competitors to match. Scale reduces costs, improves speed, attracts capital and creates resilience. Ultimately, scale compounds.

This trend is not limited to automotive. Across licensing and consumer products, traditional boundaries are blurring. Manufacturers are creating brands. Gaming companies are becoming entertainment companies. Content creators are becoming retailers. Retailers are becoming brand owners.

The traditional value chain is being disrupted.

For markets such as Australia, competing on manufacturing scale is unlikely to be a winning strategy. Our strengths lie elsewhere: innovation, consumer understanding, brand building, relationships and experiences.

These strengths remain highly valuable, but creativity alone is no longer enough. Execution, speed and scalability are becoming equally important.

The BYD story is not really about cars. It is about scale.

And scale may prove to be one of the defining competitive advantages of the next decade.

Tony Bugg

WHY THE US ISN’T ONE MARKET

One of the biggest questions we’re asked is what it’s really like doing business in the United States.

From the outside, it’s easy to see the US market as one enormous opportunity. The reality, however, is much more complex. One of the biggest lessons we’ve learned at Jellystone Designs is that the US isn’t one market, but a collection of different channels, regions, retailers and relationships, all operating in their own unique way.

Over the last two years, we’ve been fortunate to build our presence across a variety of channels, from specialty toy stores and education suppliers to department stores such as Nordstrom. Each channel has its own priorities, customer base and path to success, meaning there is rarely a onesize-fits-all approach. Along the way, we’ve encountered plenty of surprises, taken a few wrong turns and learned the importance of adapting quickly.

Perhaps the biggest surprise has been just how relationship -driven the market is. While all business is built on relationships, the US specialty toy industry takes this to another level. Success often comes down to trust, consistency and showing up over time. Buyers are buyers, regardless of channel, and the strongest partnerships are built by understanding their needs and meeting them where they are.

This has shaped our approach to the market. Rather than relying on a single distribution model, we’ve adopted a hybrid strategy. In the specialty channel, we partner with Glo Pals, a brand we proudly distribute in Australia. Their established network and expertise help us navigate a fragmented and relationship-focused channel, while we continue to manage opportunities across education, department store and mass retail channels directly.

Events such as ASTRA Marketplace & Academy reinforce the importance of these relationships, creating opportunities for retailers, manufacturers and industry partners to connect, learn and share ideas. We’ve also benefited from initiatives like Toys Down Under, led by Brave Toys, which have fostered collaboration among Australian brands entering the US market.

At the same time, growing awareness of initiatives such as MESH accreditation highlights retailers’ increasing focus on products that support children’s mental, emotional and social wellbeing.

If there’s one lesson we’ve learned, it’s that success in the US isn’t about flicking a switch. It’s about building relationships, finding the right partners, understanding different channels and celebrating the small wins that gradually build momentum in a market full of opportunity.