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EDITION 22

THE SCIENCE OF PLAY 4M founder Rance Chu reflects on three decades of innovation and where STEM toys are heading next LEARN MORE ON PAGE 6

FROM THE EDITOR

THE LA TOY PREVIEWS There is always a particular energy around the LA Toy Previews. It is one of those moments in the calendar when conversations about next year suddenly become very real – new products are put on the table, buyers and suppliers reconnect, and ideas that have been developing behind the scenes begin to take shape. With this edition releasing alongside the Previews in Los Angeles, it feels like the perfect time to look at where the toy industry is heading and, importantly, the people and businesses helping to move it forward. For our Australian readers and partners, LA continues to be an important international meeting point. This year marks the third year of the Toys Down Under collective, bringing Australian businesses together in one showroom and giving global buyers a concentrated look at the creativity, innovation and breadth coming out of our market. CONNETIX and My Creative Box under Brave Toys, Jellystone Designs, Good Idea Global and first-time participant Bensons are all part of that story this year. That spirit of discovery also runs through much of Edition 22. Our cover feature speaks with 4M founder Rance Chu about more than three decades of science and discovery toys, the enduring importance of hands-on play, and how STEM is evolving in a world increasingly shaped by screens and AI. We also look at Moose Toys’ CrunchLabs partnership with Mark Rober, where entertainment, experimentation and science come together for a new generation.

Managing Director: Tony Bugg tony@buggsolutions.com.au Editor & Designer: Matthew Bugg matt@buggsolutions.com.au Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806

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Beyond STEM, this issue reflects just how broad the business of play has become. We explore Sanrio’s expanding licensing universe, the growing influence of fandom and collectibles, new thinking around experiential retail and live shopping, and the continued strength of Australian ideas on the global stage. Circana’s latest figures also provide an encouraging backdrop, with the Australian toy market recording 13% value growth in the first half of 2026, driven by categories including trading cards, building sets and licensed products. As always, The Toy Universe is about connecting the industry – sharing ideas, recognising innovation and giving a voice to the people shaping what comes next. For everyone in Los Angeles this week, I hope the meetings are productive, the conversations lead somewhere unexpected, and you find a few great toys along the way. Enjoy Edition 22 of The Toy Universe!

Advertising: bookings@thetoyuniverse.com.au Feedback: editor@thetoyuniverse.com.au Media: media@thetoyuniverse.com.au The Toy Universe has been compiled as a guide to toys and other related matters. The views and opinions provided are based upon the views and opinions of our writers. In no way is The Toy Universe a factual guide to toys and/or other related matters. The Toy Universe does not take responsibility for how the information provided is used by its consumers. This publication uses AI-assisted tools in parts of its production. All content is reviewed and approved by human editors.

INSIDE THIS EDITION

WELCOME TO EDITION 22 BUSINESS-TO-BUSINESS TOY MAGAZINE

News from The Toy Universe

The Next Generation of Discovery – We Speak to Rance Chu

The Toys Down Under Collective – Exhibiting in Los Angeles this September!

Australian Toy Association (September Industry Update) by Alice Sanderson

Beyond the Trends: Christmas with Kaleidoscope

Moose Toys: STEM Gets a New Generation of Fans with CrunchLabs by Mark Rober

LEGO – From Storytelling to Logical Thinking

Sanrio: Unlimited Licensing Opportunities, from Toys to Experiences

When Your Record Collection Fits in Your Palm

Stories from GG's Toy Box – “The Tree” by Grahame Grassby

The Little Australian Idea that Became a Retail Powerhouse

Australian Toy Market Surges +13% + Fandom, Trading Cards and Building Sets Fuel Growth

Australian Geographic and Science and Nature Form New STEM Licensing Partnership

The Toy Association™ & Javits Center Announce Toy Fair® Dates through 2032

Francisco Alhambra: How Viral Trends and Experiential Playrooms are Saving the Toy Store

Dean Salakas: Live Shopping – The Next Innovation

Bluey Invites Families Across the Globe to "Play the Bluey Way"

www.thetoyuniverse.com.au

NEWS FROM THE TOY UNIVERSE UPDATES FROM THE TOY INDUSTRY Don’t Miss Where the Australian Toy Industry Comes Together!

Sesame Street Announces New Apparel Collaborations

The 2027 Australian Toy Hobby and Licensing Fair is returning to the Melbourne Convention and Exhibition Centre from 28 February to 3 March 2027 – and it’s shaping up to be another unmissable event for the industry.

As a beloved household name for nearly six decades, Sesame Street has proven it never goes out of style. Adult fans of the iconic series can elevate their wardrobes with exciting new Sesame Street-inspired apparel and accessory collections from top names in the fashion industry.

Across four action-packed days, the exhibition floor will come alive with what’s hot, what’s new and what’s next, showcasing the latest toys, hobby products, nursery items and must-haves set to capture the attention of families and kidults in the year ahead and heading into Christmas. With more than 80% of the exhibition floor already sold, space is filling fast! We are now welcoming new exhibitors who want to put their brands and products in front of the Australian toy industry at its key annual trade event. Want to be part of it? Click here to view available stand locations and pricing, but we recommend getting in quickly to secure your space. Planning to visit rather than exhibit? Attendee registration will open in January, so save the dates now. 28 February – 3 March 2027 at the Melbourne Convention and Exhibition Centre.

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"At Sesame Workshop, connecting with our fans wherever they are and sparking creativity in audiences of all ages has always been at the heart of what we do – and fashion is one of the most joyful ways for people to come together and express themselves," says Gabriela Arenas, Senior Vice President, Global Licensing at Sesame Workshop. "We're so excited to work with some of the top trending brands across streetwear, lifestyle, and luxury fashion categories, bringing our cherished characters, signature bright colours and playful spirit to life through thoughtfully designed clothing and accessory items." With momentum building across a wide range of apparel categories, Sesame Workshop continues to be a force in the fashion industry, offering fans around the world endless ways to incorporate the iconic images of Sesame Street into their personal style and everyday lives.

FEATURE INTERVIEW

THE NEXT GENERATION OF DISCOVERY After three decades of inspiring children to experiment, build and question the world around them, 4M looks at what comes next for STEM play

WE SPEAK TO RANCE CHU, FOUNDER AND MANAGING DIRECTOR OF 4M

Long before STEM became one of the toy industry’s

Have children’s expectations of science toys changed

to dig for dinosaurs, grow crystals and discover how

child today that wouldn’t have been as important 10 or

biggest buzzwords, 4M was already getting children

the world works through play. More than 30 years and thousands of ideas later, that same spirit of discovery continues to drive the Hong Kong-born company.

Founder Rance Chu speaks to The Toy Universe about

the ideas, experiences and enduring curiosity that have shaped 4M along the way.

4M has been creating science toys for decades and

some classic experiments continue to resonate with

children generation after generation. Why do you think these experiences have such staying power?

Children are naturally curious. If a toy connects with

a subject that genuinely interests them, it can remain relevant generation after generation.

At 4M, we often say: dinosaurs never become extinct – at

least not in children’s imaginations. Around 20 years ago, we pioneered dinosaur digging kits, which later became a category of their own. Digging, discovering and

uncovering a fossil taps directly into children’s enduring fascination with dinosaurs.

over the years? Are there things that would excite a 20 years ago?

Children’s expectations have definitely changed. Today they are surrounded by digital entertainment, fast

feedback and strong visual storytelling, so a science toy has to work harder to capture attention quickly.

That does not mean every toy needs to be digital.

Children still respond very strongly to hands-on play, but they expect the experience to feel rewarding from the beginning. Children and parents look for good design,

clear instructions, attractive packaging and a final result they can feel proud of – something they can display, use, wear, share or show to their family. These are experiences a phone simply cannot replicate.

Children are also more aware of big subjects such as

the environment, robotics, space, coding and artificial intelligence. They hear about these topics at school

and in everyday life, so toys that connect with the world

around them feel especially relevant. This also gives us a wider scope for design and product development.

The same applies to space, volcanoes, crystals, robotics and nature. These themes connect with big questions

children naturally ask: What happened before us? What is out there? How does the world work? When a toy

allows children to explore those questions through play, it can stay meaningful for many years.

“Children are naturally curious. If a toy connects

with a subject that genuinely interests them, it can remain relevant generation after generation.”

Clean energy in action: powering digital clocks using potatoes

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4M pioneered its Dig a Dinosaur kits 20 years ago, helping establish a category that continues today

STEM has become one of the most widely used terms in the toy industry. What separates a genuinely educational STEM toy from a product that simply carries the STEM label?

For us, a genuine STEM toy is not only about teaching a scientific principle. More importantly, it should inspire a child to become interested in science.

A good STEM toy creates a moment of discovery. It may

introduce children to magnetism, mechanics, chemistry,

electricity, biology, engineering or design, but the learning must

come through play. The child should be able to see, touch, build, test or create something – and naturally ask, “Why did that happen?” or “What if I try it another way?”

The role of a toy is not to replace school or formal teaching. Its

role is to inspire children to observe, question and experiment. If a child finishes a kit feeling more curious about science, nature, Children are growing up surrounded by screens,

technology and now AI. Do you think that makes hands-on experimentation more important than it was before?

Absolutely. Screens, digital tools and AI can

be powerful learning resources, but hands-on

experimentation develops a different set of skills. It teaches patience – something many parents are increasingly concerned about in a world of

very short-form digital content – as well as trial and error, observation, problem-solving, focus

and fine motor skills. Children learn by touching real materials, measuring, building, testing,

making mistakes and trying again. They realise that not everything happens instantly.

AI can provide information very quickly, but children still need to know how to ask good

questions, test ideas and think critically. Hands-on STEM play turns them from passive consumers of information into active investigators.

Even coding, AI and other intangible technologies ultimately connect back to the physical world. Coding may control robotic automation, but

understanding the engineering, mechanisms and physical principles behind these technologies

remains important. These outputs affect how we live, build, create and solve real problems. “AI can provide information very

design or engineering than before, then the toy has achieved something meaningful.

How does 4M balance learning with the ‘wow factor’ that appeals to children?

At 4M, the “wow factor” always comes first because, ultimately, we are making toys. A product must be fun and exciting for children before it can become truly educational.

Our role is to connect that fun with a meaningful STEM or

creative concept. The wow factor might be visual, such as a crystal forming or a robot moving; surprising, like potatoes

generating electricity to power a clock; functional, like building

something that really works; or creative, where the child makes something personal and unique. The key is that the child feels rewarded for taking part.

We never want a STEM toy to feel like homework. Children should enjoy the activity first, then realise along the way that they have learned, discovered or been inspired by something. When a product achieves both, it has much more lasting value.

There are thousands of scientific principles you could

potentially turn into a toy. What makes the 4M team look at one and think, “there’s a product here”?

We look for science concepts that can create a fun, surprising or inspiring play experience. We also consider whether the

idea can be explained simply without losing its excitement or educational value.

Some scientific principles are fascinating but too complex,

fragile or difficult to turn into a practical activity. A good STEM

product needs to be achievable for the child, age-appropriate, practical for families and suitable for retail.

quickly, but children still need to

Most importantly, we ask whether it will spark curiosity. If an idea

test ideas and think critically.”

a product there.

know how to ask good questions,

makes children want to know more, then we know there may be CONTINUED NEXT PAGE > www.thetoyuniverse.com.au

We’re seeing science and creative play moving in two

When it comes to sustainability, do you see an

end and smaller, accessible activities at the other. Are

product is manufactured and actually help children

interesting directions – larger, more immersive kits at one you seeing demand growing at both ends of the market? Yes, and each format serves a different need. Larger kits offer a deeper, more immersive experience,

often with multiple activities or a bigger final result. They are popular for gifting and home learning. Educators sometimes purchase them in bulk for classroom teaching and hands-on activities.

At the same time, smaller formats are increasingly important. Parents and gift-givers are looking for

affordable activities that are easy to understand and fit into daily life. They can work well as impulse purchases, travel activities, party gifts or quick weekend projects.

Both formats suit different buying channels, occasions and consumer needs. Regardless of size, the quality of

the experience must remain strong: a compact kit can

still deliver a genuine moment of discovery, while a larger kit needs to remain accessible, well-structured and fun. 4M has recently introduced smaller formats such as Craft To Go. Is this move towards compact, portable activities something we’re likely to see extend into other areas of the 4M portfolio?

Definitely. Families today are busy, and play often happens in shorter windows of time. Products that are easy to pick up, complete and take anywhere can be very appealing.

Craft To Go is a good example because it offers creativity

in a convenient format, and we see opportunities to apply similar thinking to other parts of the portfolio, including science and discovery activities.

The key is not simply to make products smaller. The activity still has to feel complete and rewarding. If we can deliver that in a portable format, it opens up many possibilities.

opportunity for toy companies to go beyond how a

understand environmental challenges through play? Yes, and I think that is a very important opportunity. 4M

has been working in this area for nearly 20 years, starting with our award-winning Green Science series, which explores alternative energy, weather science, clean water, recycling and upcycling.

Sustainability in toys is often discussed in terms of

materials, packaging and manufacturing, but toys

themselves can also help children understand the ideas behind it. Through play, they can explore recycling,

renewable energy, weather, oceans, plant growth and conservation. These subjects can sometimes feel very

big or worrying, but a hands-on activity can make them understandable and empowering.

Our aim is to inspire children to see that science and

creativity can be part of the solution. If a child builds a

solar-powered rover or learns how clean water can be conserved, they begin to understand environmental

challenges in a practical way – while still having fun. Looking ahead to 2027, what trends or changes do you think will have the biggest influence on STEM toys?

One is the continued importance of screen-free, handson play. As digital technology becomes more present in children’s lives, parents will continue to value activities that encourage practical skills, focus, creativity and parent-child bonding.

Another is the connection between STEM and real-

world issues. Sustainability, renewable energy, robotics,

space, coding and artificial intelligence will continue to

shape children’s interests. The challenge is making these subjects age-appropriate, playful and connected to the physical world – rather than creating another screenbased experience.

We also expect greater blending of categories, with

STEM increasingly overlapping with art, craft, design and

creative thinking. This STEAM approach has always been important to 4M. For us, the “A” is not only about art; it is also about creativity and, more importantly, humanity. Many toys place children in wonderful imaginary

worlds, which are important for their development. Our approach is slightly different: we focus on connecting children with the real world, helping them notice

everyday things and understand how they relate to

science, design and creativity. With that connection, a

toy is no longer just a “piece of plastic”. It has meaning The KidzLabs Mega Science Kit, 4M’s largest science kit, features more than 60 experiments

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and a place in the child’s understanding of the world.

4M’s stand at the 2019 Hong Kong Toy Fair, celebrating the company’s 25th anniversary

“Children learn by touching real materials, measuring, building, testing, making

mistakes and trying again. They realise that not everything happens instantly.”

Are there particular areas of science, technology, engineering or art & craft that you think are

currently underrepresented in the toy aisle but have significant potential?

There is still a lot of potential in environmental and life science. Children are naturally curious about nature,

animals, plants, oceans and the planet, and these areas

Science and nature are at the heart of 4M’s approach to learning through play

can be developed further in ways that are hands-on,

After so many years of developing science products for

Engineering can also be more connected to everyday

What still excites me is that children never stop being

learn by understanding bridges, structures, movement,

discovers the world in its own way, and there are still so

hopeful and inspiring.

life. Beyond building robots or machines, children can energy and simple mechanical systems, such as a vending machine.

In art and craft, we see opportunities around

personalisation and design thinking. Children like to

make things that reflect their own identity. Combining creativity with problem-solving – choosing materials,

planning a design, testing an idea and improving the result – can be a very valuable form of learning.

Can you give The Toy Universe readers an early

glimpse of anything they haven’t seen from 4M yet? Without revealing too much too early, readers can

expect continued development in compact activity

formats, as well as new ideas connecting STEM with creativity and real-world themes.

We are also particularly interested in maker-style

products for older children and young makers. Many children who enjoyed 4M products when they were

young are now looking for more sophisticated kits as

they grow older. This gives us an opportunity to continue serving the same customer base with products that match their developing skills and interests.

children, what still excites you about this category?

curious. Every generation asks questions, experiments and many ideas we can develop within this category.

Science toys also have a special ability to create lasting memories. Many adults remember the first experiment they tried as a child, or the first model they built that

actually worked. To be part of that experience for a new generation is very rewarding.

The category is constantly evolving. New technologies,

environmental challenges and ways of learning create

fresh opportunities. But at the centre of it all is something timeless: the joy of discovery.

I’d like to end with something one of our Sales Managers,

Olivier, once said: “It’s amazing that I grew up playing with 4M toys, and now I am selling them.” This has happened

with quite a few of our business associates who also grew up playing with our products. It creates a very strong

emotional connection and shows that 4M has left its mark on past generations. We look forward to continuing to have a positive influence on generations to come.

4M is distributed in Australia by Johnco

What remains consistent is our focus on giving children – or children at heart – a moment of achievement:

something they can build, create or observe and then proudly say, “I made this” or “I discovered this.”

johncoproductions.com www.thetoyuniverse.com.au

Delivering Joy to Children in Need

FEATURE ARTICLE TO MEET THE TEAM IN LA CONTACT Brave Toys (CONNETIX & My Creative Box): Tom Neville via tom.neville@connetixtiles.com Jellystone Designs: Claire Behrmann via claire@jellystonedesigns.com Good Idea Global: Jacquie James via jacquie@goodideaglobal.com Bensons Trading Company: Mike Farrugia via mike.farrugia@bensonstrading.com.au

The Toys Down Under Collective Exhibiting in Los Angeles this September! Now in its third year, Toys Down Under brings Australian toy brands together at the LA Toy Previews, showcasing creativity, innovation and new products while giving buyers one destination to discover the best of Australian play.

Now in its third year, the Toys Down Under collective will exhibit in Los Angeles in September. Which Australian companies will feature this year? Brea Brand, Co-Founder and CEO, Brave Toys: “It’s incredible to be heading into our third year of Toys Down Under. What started as an idea to bring likeminded Australian businesses together has grown into a recognised destination at the LA Toy Previews, giving buyers the opportunity to discover some brilliant Australian brands all in one place. This year, Toys Down Under will bring together CONNETIX and My Creative Box under Brave Toys, alongside Jellystone Designs and Good Idea Global – and we’re so excited to welcome Bensons to the collective for the very first time! Together, we’ll be showcasing a brilliant mix of Australian creativity and innovation in LA. One of the things I love most is seeing how Toys Down Under continues to evolve each year. Brands have grown, new opportunities have opened up and the showroom has become a real meeting point for buyers and partners. There’s a great sense of momentum heading into September, and I can’t wait to see what this year brings.”

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What is on the agenda for the LA Toy Previews and more specifically the Toys Down Under collective this year? Brea: “There’s plenty to discover across the collective this year, with exciting launches and fresh ideas from every brand. We have some big releases to share from CONNETIX this year. I’m particularly keen for buyers to see our new Ball Run Launcher Pack and Travel Mini Pack. The Launcher brings something completely new to our best-selling ball run range, while the Travel Pack has been years in the making. We first started exploring the idea of a lunchbox-style tin four or five years ago, so it’s really exciting to finally see it come to life with mini tiles, reusable stickers and a carry tin that becomes part of the play. I think people are going to have a lot of fun with both. We’ll also be sharing our new Ball Run Galaxy and Light Rocket Packs, plus our new PRO Build It 4 Ways packs which take the more detailed, advanced building of PRO

Claire Behrmann, CEO and Creative Director, Jellystone Designs: We’re heading into this LA Fall Preview with some exciting new product launches to share with our existing partners, as we start looking towards a strong 2027. There are also some great opportunities around holiday gifting this year and we’re looking forward to connecting with new international customers – continuing to grow Jellystone in new markets.

into portable tins. My Creative Box will bring plenty of colour and creativity too, with everything from craft and activity boxes to sensory play and art supplies designed for little hands. There’ll be lots to discover!”

Mike Farrugia, Distribution & Partnerships Manager, Bensons Trading Company: As this is our first year exhibiting with a showroom in LA, we’re excited to showcase the breadth of Bensons to both existing and new partners. We’ll be presenting exciting new developments across licensed and own-brand plush, hardlines and our hugely popular pocket-money and impulse novelty ranges. There’s plenty of newness to discover, with products designed to suit a wide variety of retailers, consumers and price points. CONTINUED NEXT PAGE > www.thetoyuniverse.com.au

James Hunter, Co-Founder and President of Sales, Good Idea Global: This season's preview spans 12 brands (seven of them new along with three new up-and-coming licences), from proprietary collectible platforms and impulse novelty items to gifting, home decor, and construction-inspired products, each built on the trend-driven innovation and distinct design systems that set GIG's portfolio apart. Whether you're scouting fresh SKUs, catching up on brand evolutions, or exploring licensing opportunities across our lineup, this event offers an early, hands-on look before the wider market sees it. Expect interactive displays, brand storytelling, and direct conversations with our team about placement, timing and partnership. Toys Down Under is not just about one category but about many categories across Australian play brands. Can you expand on this? Brea: “I think that variety is one of the things that makes Toys Down Under so special. We all work in the world of play, but what each brand brings to the showroom is completely unique. Buyers can walk through the space and discover everything from premium magnetic construction, creative and sensory play to plush, collectibles, novelty, gifting and more – each brand bringing something completely different to the mix. It’s a great snapshot of what’s coming out of Australia and shows just how much we have to offer across so many different areas of play. I think there’s a real Australian focus on quality, innovation and creating products that encourage meaningful, developmental play – and you can see that across the brands in the showroom.” Jellystone Designs and Good Idea Global have been part of Toys Down Under from the beginning. What has kept you coming back, and how has the collective supported the brands’ growth in the US? Claire: One of the things we love most about LA Fall Preview is that you never quite know who you’re going to meet. We have some great meetings lined up but there are always those unexpected conversations and connections that can turn into exciting opportunities.

James: The importance of the LA Previews cannot be

The Toys Down Under space itself is incredible, but

overstated. We see the whole world in 10 days! The

what makes it special is the people. We love working

location at 1960 is quite simply the place to be. We love

alongside the CONNETIX team and all of the brands that

being a part of the Toys Down Under community and,

are part of Toys Down Under. There’s such a genuine

with 2026 being our third year in attendance, we feel we

spirit of collaboration, sharing ideas, helping each

are establishing a presence there with our customers.

other troubleshoot challenges and celebrating each

The show has not only helped to facilitate our growth in

other’s wins. It’s a special team to be part of and we’re

North America but also in Europe and South-East Asia,

incredibly grateful that Jellystone is there.

thanks to the show being so well attended.

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Bensons is joining Toys Down Under for the first time

sense that we are representing Australia as an industry.

this year. What attracted you to the collective, and

That collective presence not only strengthens our

what are you hoping the LA Toy Previews will open up

connections globally but also helps build the profile and

for the business?

reputation of the Australian toy industry as a whole.”

Mike: The location was a huge drawcard, right in the

Brea: “One of my favourite things about Toys Down

heart of the LA Toy Previews at the 1960 building. Being

Under is what happens when you put a group of Aussie

part of Toys Down Under alongside other Australian

businesses together in LA. Everyone brings different

businesses also felt like a great fit; our industry is

experiences and connections, and before long, people

competitive, but incredibly supportive and collaborative.

are swapping notes, opening doors for each other and

We’re looking forward to increasing Bensons’

saying, ‘Hey, you need to meet this person!’

international exposure, building new relationships and exploring distribution opportunities across new territories.

Three years in, those relationships have only grown stronger. There’s a real openness between the brands and a genuine desire to see each other do well. I think that says something pretty special about our industry. We can each be building our own businesses while still looking sideways and asking, ‘How can I help?’ And that support has a ripple effect. Every introduction, conversation or win can open another door for an Australian business. When one of us experiences success, it helps shine a light on what Australian brands have to offer.” As you have mentioned previously, Brea, the goal for Toys Down Under has always been to make entering the US market feel more achievable. Can you speak to that? Brea: “The US is an incredibly exciting market, but

Can you provide some insight into how having a

it’s also a big one, and taking that first step can feel

collective of Australian companies together at the LA

daunting for an Australian business. The costs of

Toy Previews has helped grow and unite the Australian

travelling to LA and securing a showroom add up

Toy Industry?

quickly – and even once you’re there, you still need to

Alice Sanderson, Chief Executive Officer, Australian

get in front of the right buyers.

Toy Association: “Having such a strong collective

Toys Down Under gives brands a practical starting

of Australian companies at the LA Toy Previews is

point – a presence in LA, a showroom to welcome

something we are incredibly proud of. Australia may be

buyers into and the reassurance of being there

a relatively small market compared with countries such

alongside businesses that understand what it takes to

as the US, but we have an incredibly innovative, creative

make that move. For me, making the US market more

and successful toy community, and it is wonderful to

achievable was never about making it easy – building

see that represented so strongly on the global stage. For

an international business takes an enormous amount

the ATA, seeing so many Australian businesses together

of work. It was about taking away some of those initial

in one place, building relationships and making their

hurdles and making that first step feel possible. If Toys

mark internationally, is a real source of pride. Our

Down Under gives another Australian business the

companies may compete in the marketplace, but when

confidence and opportunity to have a go, then it’s doing

we come together internationally, there is a strong

exactly what we hoped it would.” www.thetoyuniverse.com.au

REGULAR COLUMN

Australian Toy Association September Industry Update By Alice Sanderson – Chief Executive Officer at The Australian Toy Association

With many members heading to the LA Toy Previews in September, the ATA team will once again be attending, giving us a valuable opportunity to gain insight into some of the trends and new products set to emerge in 2027.

Of course, there will be plenty more to discover at our own

ranges that can set them apart in the year ahead.

February to 3 March 2027. While that may still seem some

launch and showcase products, meet with key buyers,

Australian Toy Hobby & Licensing Fair, taking place from 28 time away, we all know how quickly the Fair comes around, particularly with the busy Christmas season in between.

The Prospective Exhibitor Round is now open for companies

For exhibitors, it provides an invaluable platform to strengthen existing relationships and create new

business opportunities. Most importantly, it is the one time of year when our industry comes together in one place.

that did not exhibit at the 2026 Fair. With more than 70%

And the Fair extends well beyond the show floor.

interested in exhibiting to secure their space early.

an important part of Toy Fair week, including the ATA

of exhibition space already sold, we encourage those The 2026 Fair sold out prior to Christmas, and we are anticipating similarly strong demand for 2027.

Sponsorship opportunities are also now available for

companies looking to further elevate their presence at

Returning in 2027 will be the events that have become Gala Dinner, Bugg Media Breakfast, 25 Year Club Function and Women in Toys morning, providing even more

opportunities to connect, celebrate and network with colleagues from across the industry.

the Fair. A range of opportunities are available, including

Whether you are exhibiting, buying, licensing, networking

exposure to Fair attendees as well as the thousands of

are plenty of reasons to be part of the 2027 Australian

prominent branding at the Grand Entrance, providing

members of the general public who visit the Melbourne Convention and Exhibition Centre during the event.

We are also pleased to announce that Bugg Media will

return as the Official Media Partner of the 2027 Australian

or simply looking to see what’s next for our industry, there Toy Fair. We look forward to welcoming the industry back to Melbourne for four days of new products, business

opportunities, networking and, of course, plenty of fun along the way.

Toy Fair. Our continued partnership will help us further

But before we get to Toy Fair, we still have Christmas

hobby and licensing industry, while providing additional

submit their top toys for our Hottest Toys for Christmas

promote the Fair, our exhibitors and the broader toy,

opportunities to showcase the brands, products and people that make our industry so exciting.

As the largest toy, hobby and licensing trade event in

the Southern Hemisphere, the Australian Toy Fair brings

ahead of us! ATA members have until 25 September to media event. It’s a great opportunity to put your products in front of consumers in the lead-up to the busiest retail period of the year.

together leading suppliers, retailers, licensors and brands

For further information on Hottest Toys for Christmas,

new products, emerging trends and those all-important

enquiries, contact toyfair@austoy.com.au.

under one roof. For retailers, it is the opportunity to discover

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contact admin@austoy.com.au, or for Toy Fair

(07) 3375 6446

sales@kaleidoscope.com.au

www.kaleidoscope.com.au

MARKET WRAP

Beyond the Trends: Christmas with Kaleidoscope This Christmas, families are increasingly choosing gifts that encourage creativity, movement, imagination and discovery. For retailers, that presents an opportunity to offer products with lasting appeal across multiple play categories.

With 18 brands and more than 35 years of experience, Kaleidoscope helps Australian retailers meet that

Tikiri Aussie Animals

demand through thoughtfully designed ranges that inspire purposeful play.

The following brands highlight just some of the ways purposeful play can come to life.

Djeco continues to champion creativity through

beautifully designed arts, crafts, puzzles and games, while the introduction of Atelier Grands Augustins

expands the brand's offering with inspiring creative projects for teens and adults.

Tender Leaf Toys brings storytelling to life through

thoughtfully crafted wooden worlds, including the

enchanting Merrywood Tales collection, a characterled woodland range that encourages storytelling, exploration and imaginative play.

Le Toy Van remains a destination for open-ended wooden play, with dollhouses, role-play sets and

Yvolution helps children build confidence through

active play, from the innovative Twista Skates, which

transform from learner to inline mode at the touch of a button, to the versatile Neon Combo Skates, which switch easily between quad and inline skating.

For the youngest children, Sassy Baby combines

sensory play with STEM-inspired learning, encouraging exploration, problem-solving and independent discovery through hands-on engagement.

beautifully crafted toys that are perfect for openended play.

For active families, Trybike now offers standalone

two-wheel balance bike options alongside its popular convertible models, delivering the brand's proven balance-first approach to learning to ride.

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Together, these brands demonstrate why

thoughtfully designed toys continue to earn a

place in family homes, with appeal that extends well beyond the festive season.

MARKET WRAP

STEM Gets a New Generation of Fans with CrunchLabs by Mark Rober The STEM category has long been recognised for its educational benefits, but capturing the attention of kids has often been its biggest challenge. Today's consumers expect more than a learning outcome. They want entertainment, excitement and experiences they can share. That shift is creating new opportunities for brands that can combine education with genuine play value.

CrunchLabs by Mark Rober is a strong example of

The result is a range that sits comfortably

this evolution. Developed through a partnership

alongside action toys and games while

between Australian toy company Moose Toys and

introducing a fresh audience to STEM through play.

former NASA engineer and global creator Mark Rober, the range is designed to make science

"CrunchLabs is about making science something

accessible through hands-on experimentation

kids genuinely want to engage with," says Ange

while delivering the excitement and spectacle kids

Perkins, Senior Brand Manager, Moose Toys

expect from today's toys.

Australia. "By combining Mark Rober's incredible ability to make STEM entertaining with Moose's

Rather than positioning STEM as educational first,

expertise in creating innovative play experiences,

CrunchLabs focuses on curiosity, creativity and

we're helping inspire curiosity and confidence

problem solving through play. The range spans

through products that kids will come back to

chemistry, engineering, aerodynamics and physics

again and again."

with products inspired by some of Mark Rober's most iconic experiments, including Elephant

Rober has become one of the world's most

Toothpaste Blast, Egg Drop Challenge and Squirrel

recognisable science communicators, building a

Dash Game, alongside inventive new experiences

global following through entertaining engineering

that encourage kids to build, test and experiment.

challenges and larger-than-life experiments.

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His YouTube videos regularly attract hundreds of millions of views, while his Netflix series has introduced his content to an even broader family audience. That combination of trust, entertainment and scientific credibility gives CrunchLabs a unique

As one of Australia's leading toy companies,

position within the toy market and provides retailers

Moose Toys continues to identify opportunities

with a brand that already enjoys significant

where innovation can reshape established

awareness before shoppers even enter store.

categories. The launch of CrunchLabs demonstrates how the business is applying

A key point of difference is the way physical play

its expertise in play to STEM, creating products

is supported by digital content. Every product

that are entertaining first while naturally

includes exclusive video content from Mark Rober,

encouraging learning through experimentation.

accessed via QR code, where he explains the science behind each activity. Rather than replacing

As demand for meaningful, screen-balanced

play, the videos extend the experience, helping

play continues to grow, STEM remains an

kids understand why each experiment works while

important category for retailers. Brands that

reinforcing confidence through discovery.

successfully combine trusted personalities, engaging content and hands-on experiences

This approach reflects a broader trend across the

are well placed to attract a new generation of

toy industry, where successful brands are creating

consumers who want to discover, experiment

connected play experiences that continue beyond

and play on their own terms.

opening the box. For retailers, that translates into products with stronger engagement,

CrunchLabs by Mark Rober is available now at

greater replay value and a compelling story that

BIG W and leading independent toy retailers

resonates with both kids and parents.

across Australia.

www.thetoyuniverse.com.au

MARKET WRAP

Graduating from LEGO® DUPLO® to LEGO bricks for 4+ and 5+ will help you keep playing together even as your little ones grow up The LEGO® 4+ and 5+ sets were specifically designed to support children in their transition from toddler to preschool age and from LEGO® DUPLO® to small-size bricks. We invite parents to join their kids on the new journey of creative discovery and more intricate play

As children’s minds mature and their

The 4+ range and the following 5+ sets were

play naturally evolves as well. Toys that

make the switch as easy as possible. Let’s

imagination gets bolder, the way they once suited them will no longer offer

enough challenge or creative freedom.

created with this exact intention in mind – to take a closer look.

The transition from LEGO® DUPLO® bricks to

What are the key changes for children?

in development. Not a sudden leap, but a

Developing fine motor skills and focus –

smaller LEGO bricks is an important step

natural progression. With gentle support from parents, children can begin to

explore new amazing experiences of more detailed building and longer narratives.

Small LEGO bricks are smaller than LEGO DUPLO bricks, so children need to use a

more precise grip and better hand-eye

coordination. This serves as excellent training

for future skills like writing and visual arts. Sets for children aged 4+ and 5+ also have more

pieces and more complex instructions giving

them the perseverance and focus needed to complete a project.

From storytelling to logical thinking – LEGO sets of the 4+ range contain standard LEGO

pieces and often use larger, pre-built elements as a basis for a quick and motivating start. This helps your kids learn to recognise the

functions of the pieces and understand how to build according to a plan more easily. 22

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The instructions are also designed to be purely visual, so your little builders can

follow along on their own without needing

you to guide them through every step. The bricks in 4+ are also print decorated. Enter a new world of imagination – 4+ and 5+ sets often feature popular characters and themes such as

superheroes, animals, or vehicles that

children recognise from movies, TV shows and the world around them. These sets

immediately inspire more sophisticated

role-play, which you can easily engage with. What does the switch mean for you? – The

transition to smaller LEGO bricks doesn’t just apply to children but also brings a new way of spending time together and enjoying the progress made.

Spend some quality time together – even

A better quality of life and a break from

digital devices – LEGO® Play well study shows that regular shared play has a positive effect on family well-being and overall satisfaction. After all, LEGO bricks are called the antithesis

of screens. Try for yourself, you won’t regret it one bit. LEGO sets for children aged 4+ and

5+ help bridge the gap between toddler play and preschool building experiences. Through hands-on play, kids can explore creativity,

imagination, and new ways of building and learning together. Our goal

though kids can follow the instructions

At the LEGO Group, play is essential

are ideal for spending time together and

Children learn, explore, and grow with

on their own, the initial stages of building

for a child’s growth and development.

sharing the joy of progress.

curiosity and joy through play. Our new

Watch children build confidence and

independence – with each completed

build, the children will feel more confident.

Seeing them transform a pile of bricks into

a finished model is a feeling that not many things can really match.

LEGO sets and materials are designed to

encourage this, helping kids discover the

world in the most engaging way possible. For more information visit:

www.lego.com/preschool

www.thetoyuniverse.com.au

MARKET WRAP

SPONSORED CONTENT

When Your Record Collection Fits in Your Palm Collectors know the thrill well: the peel, the reveal, the hope that this one's the rare one. ZURU's Mini Brands Really Works Vinyl brings that feeling to music, shrinking the record-store ritual down to something you can hold in your palm.

Each blind capsule hides four hyper-realistic mini vinyls and a surprise accessory, drawn from a 45-strong set spanning pop, hip-hop, rock and R&B: Katy Perry, Kendrick Lamar, Fall Out Boy and Chappell Roan among the artists waiting inside. Somewhere in the mix sit three ultra-rare finds and the collection's holy grail: the gold vinyls, which only a lucky few capsules give up. The twist that sets it apart is in the name. These minis don't just look the part – when spun on the Really Works Vinyl Player, they actually play. It's a small but clever piece of engineering, and the reason the range lands where toy collecting meets music fandom rather than sitting neatly in either. For the kidults who grew up chasing surprises and now chase nostalgia, the appeal is obvious: build a miniature record store on your shelf, trade doubles with friends, and hunt the full set one drop at a time. Real artists, real music, mini size: a collectible that finally sounds as good as it looks. The beat of your collection starts here. Available in Australia marketwide.

The Toy Universe Magazine

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WRITTEN BY GRAHAME GRASSBY

Stories from GG's Toy Box

The Tree

DENNIS CALLAGHAN

was the founder of the Australian toy company Tree Toys and we all came to know Dennis as “Tree”. Dennis first came into our lives in 1991 when he contacted ABC Enterprises seeking a Play School licence for a range of his preschool wooden toys. We cautioned Dennis about the difficulty of getting products approved by the Play School Unit but he would hear nothing of it and submitted a range of his wooden puzzles for consideration by Play School. The Play School Unit in those days had very strict guidelines and opinions on what products they would approve to bear the Play School logo, and the first samples Dennis submitted were returned from Play School as being “not approved” as they had failed their flammability test.

the Play School Unit that wooden pin puzzles were indeed a suitable product to be associated with Play School. Thus began a great partnership between Tree Toys and the ABC that lasted for many, many years. A couple of years after securing the Play School licence, in August of 1994, the first episode of the Bananas in Pyjamas TV series went to air on ABC TV and ABC Music signed The Wiggles to the ABC Music label.

Someone in Play School had actually burnt the wooden toys proving that wood was in fact flammable. Dennis refused to be put off by this and requested a personal meeting with the Play School team to argue his case for wooden toys and eventually, using his wit and charm and having really good toys to sell, succeeded in convincing

THE TREE AND THE WIGGLES

What a month that turned out to be! Tree Toys was in the right place at the right time and with their existing range of products including pin puzzles, wooden clocks and domino sets they quickly secured licences for both Bananas in Pyjamas and The Wiggles. Around the same time, Tree Toys expanded its preschool range of products outside of just wood and went into children's foodware items including melamine plates, bowls, cutlery and placemats.

DENNIS WITH B1 AND B2

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I remember the melamine plate and bowl set initially being returned by Play

DENNIS AND HIS WIFE CRYSTAL

School as "not approved" and in a plastic bag, smashed into many pieces, having failed the Play School hammer test! Common sense prevailed and with the provision of evidence that the Tree Toys’ melamine met all relevant Australian safety standards, the foodware items were approved and turned out to be a tremendously successful product range for Play School, Bananas in Pyjamas, The Wiggles and the other preschool licences held by Tree Toys. This is the beginning of my story with The Tree, a friendship that lasts with Dennis and his wife Crystal to this day. Dennis is a true legend of the toy industry and some of the events in his life are quite unbelievable – if you want to get some genuine motivation into your life, read his book:

PREMIUM •SERIES•

FEATURE ARTICLE www.headstartint.com Article written by Tony Bugg

The Little Australian Idea that Became a Retail Powerhouse Ten years ago, Headstart International made a strategic decision to create intellectual property of its own. Today, Ooshies is not simply a successful toy brand – it has become one of Australia's most powerful examples of toys, licensing and retail promotion working together.

Around ten years ago I visited David and Andrew Hendy at Headstart's offices in Oakleigh, Victoria. At the time, an important conversation was taking place inside the business. Headstart had built considerable experience distributing successful toy brands on behalf of other companies, but the Hendys could see the opportunity – and ultimately the value – in developing intellectual property that Headstart itself could control, nurture and take to the world. One of the concepts beginning to emerge was Ooshies. The premise appeared deceptively simple: small, highly

From Toy Range to Platform Ooshies entered the market in 2016 and Headstart steadily built the brand through traditional toy retail, expanding the licensed portfolio and developing new assortments. By 2017 Andrew Hendy was already describing Ooshies as an "evergreen platform", with consumers responding to the constant introduction of new licences and characters. Two years later, following the extraordinary response to Woolworths' Lion King Ooshies promotion, Andrew summed up the underlying flexibility of the concept particularly well:

best-known licensed properties.

"We can 'oosh' anything – it's become an adjective now." – Andrew Hendy, CEO, Headstart International (7news)

But underneath the product was a much bigger idea.

That flexibility turned out to be enormously important.

The characters could be collected. They could be

Ooshies has subsequently embraced properties

distinctive collectable characters, incorporating both internally developed concepts and some of the world's

traded. Different assortments could continually renew the proposition. Some characters could be deliberately harder to find, creating the excitement and scarcity that sits at the heart of the best collectable programs.

spanning Disney, Pixar, Marvel, Star Wars, DC, Harry Potter, Care Bears, Hello Kitty, Minions, NBA and numerous others. Headstart's current Ooshies operation now encompasses both traditional retail products and

And, critically, almost any sufficiently rich entertainment

major promotional programs.

property could potentially be "Ooshed".

And while individual characters may be small, the

That idea has now been proving itself for a decade.

commercial consequences have become anything but.

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Ten Years and Still Growing Andrew Hendy now owns and leads Headstart International as CEO, while Alan Ngov plays a senior operational role in the business. Headstart has also developed a substantial international presence, including its US operation, taking Australian-created product thinking into the largest toy market in the world. For Alan, reaching the tenth anniversary carries particular significance. Reflecting recently on the milestone, he wrote:

"2026 marks an incredible milestone for team Headstart… 10 years of Ooshies bringing families together." – Alan Ngov That longevity is important.

The Woolworths Effect

Toy history is filled with products that exploded onto the market and disappeared almost as quickly. Creating

The partnership between Headstart, the entertainment

a collectable hit is difficult. Creating an adaptable

licensors and Woolworths has transformed Ooshies from

platform capable of renewing itself across characters,

a successful toy property into something much bigger: a

licences, retailers, territories and generations of children

genuine retail traffic driver.

is considerably harder.

The latest 2026 Disney Ooshies program featured 40

Ooshies has achieved precisely that.

characters drawn from Disney, Pixar, Marvel and Star Wars and, for the first time, expanded beyond Woolworths supermarkets into BIG W and MILKRUN. (Woolworths Group) Its impact was remarkable. Woolworths subsequently reported Australian Food sales

An Australian IP Success Story Looking back to that meeting in Oakleigh roughly a decade ago, the most interesting part of the Ooshies story may therefore not be the individual figurines at all.

growth of 7.6% during the opening weeks of FY27 and

It is the strategic decision behind them.

estimated that the Disney Ooshies promotion contributed

Headstart decided that rather than relying entirely

approximately 1.5 to 2 percentage points of incremental sales growth. (The New Daily) The promotion became so popular that stocks were exhausted ahead of schedule. More significantly, the

upon intellectual property belonging to others, it would invest in ideas of its own. It combined product design, collectability, scarcity, licensing, retail distribution and promotional expertise – and progressively built

competitive impact extended beyond Woolworths itself:

something that could travel internationally.

Coles acknowledged that the Ooshies campaign had

Ten years later, Ooshies has become one of the clearest

affected its supermarket performance as customers shifted spending during the promotional period. (The Guardian) For anybody involved in toys, licensing or retail marketing, this is an extraordinary achievement. A collectable conceived by an Australian toy company has demonstrated that intellectual property can influence not merely toy sales, but where families choose to do their grocery shopping.

demonstrations in the Australian toy industry of what can happen when original IP, world-class licences and clever retail activation intersect. From an idea discussed in Oakleigh to a promotion capable of shifting supermarket market share, that is quite a journey. And you get the feeling that Andrew Hendy, Alan Ngov and the Headstart team are nowhere near finished yet. www.thetoyuniverse.com.au

FEATURE ARTICLE

Australian Toy Market Surges +13%

Fandom, Trading Cards and Building Sets Fuel Growth Australia’s toy market delivered a strong performance in the first half of 2026, with sales increasing 13% in value compared with the same period last year, according to the latest figures from Circana, a leader in turning consumer data into growth. Unit sales increased by +7%, while average selling prices rose +6%, demonstrating that growth was driven by both increased consumer demand and higher spend.

The results come amid strong momentum for the

Within Games & Puzzles, Strategic Trading Card

global toy industry, with Circana’s tracked global

Games (STCG) were a standout performer, ranking

markets recording a +14% increase in value sales during

as both the largest dollar-gaining and largest unit-

the first half of 2026 (January to June) compared with

gaining subclass across the Australian toy market.

the same period in 2025.

STCG accounted for more than half of the gains within

Circana’s latest global analysis highlights how

Games & Puzzles, reflecting the continued consumer

common themes including licensing, fandom and

appetite for collectible and fandom-driven products.

collectibles are driving demand around the world, while

However, the strength of the market extends beyond

category preferences and consumer behaviours are creating distinct opportunities within individual markets. “Australia’s toy market has had an exceptionally strong start to 2026, and what is particularly encouraging is the breadth of growth we are seeing,” said Gimantha Jayasinghe, SVP, Head of General Merchandise APAC at Circana. “Consumers are buying more toys and are also willing to spend more,

trading cards. Even excluding STCG, Australian toy sales increased +8% in the first half, pointing to broadbased demand across the industry. FANDOM FUELS GROWTH ACROSS TOYS Pokémon™ was the top-performing property in Australia during the first half of 2026, maintaining the number-one position every month so far this year,

while strong performances across trading cards,

supported by strong consumer demand surrounding

building sets, licensed toys and emerging trends are

its 30th anniversary. Trading cards account for

giving the market multiple engines for growth.”

the majority of Pokémon toy sales, highlighting the

Eight of the 11 toy supercategories tracked by Circana recorded growth during the first half of the year,

strength of collectability and established fandom in driving consumer demand.

with Games & Puzzles and Building Sets together

“The strength of licensing shows just how closely toys

contributing +70% of supercategory gains.

are now connected to the wider entertainment and

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Source: Circana, Retail Tracking Service, Australia, YTD June 2025 vs. YTD June 2026

fandom landscape,” added Jayasinghe. “Pokémon™ is a great example of the opportunity. Thirty years on, it continues to engage established fans while attracting new generations, and its products and trading cards give consumers an ongoing way to collect, play and connect with the property.” Licensed toys overall grew +16% and accounted for 40% of Australian toy spend, gaining one percentage point of market share compared with last year. FIFA™ was the licence adding the most dollars to the market, followed

CONSUMERS TRADE UP FOR THE RIGHT PRODUCTS Growth was recorded across all price points during the first half of 2026, with particularly strong momentum among toys priced at $50 and above. Premium spending is concentrated in two of the market’s strongest areas: Standard Building Sets and STCG. Together, the two subclasses accounted for over half of all sales in the $50-plus price tier, highlighting consumers’ willingness to invest in products that offer

by Toy Story™ and One Piece™, demonstrating the

collectability, fandom and extended engagement.

range of sporting, film and anime fandoms translating

“The first half of 2026 demonstrated that there are

into toy purchases. SENSORY PLAY BRINGS FRESH MOMENTUM Alongside established categories and franchises, fastmoving trends are creating additional opportunities in Australia, with slime, blind packs and collectibles reflecting growing consumer appetite for interactive, collectible and fandom-driven play. Sensory toys have been among the standout performers, with Squishes growing by just over +400% during the first half. Slime has also brought renewed momentum to the compound segment, driven by Gui Gui™ and Slime Mart™.

multiple routes to growth in Australia,” concluded Jayasinghe. “Consumers are responding to products across price points, from accessible sensory trends through to premium building sets and trading cards. With the crucial ‘golden quarter’ still to come, the Australian toy market enters its biggest period of the year from a position of strength. Maintaining that momentum will depend on retailers and manufacturers tapping into the trends, fandoms and play experiences driving consumer demand.” www.circana.com

www.thetoyuniverse.com.au

NEWS

Australian Geographic and Science and Nature Form New STEM Licensing Partnership Australian Geographic and Science and Nature have announced a new licensing partnership to develop a range of hands-on STEM and nature-based products, launching in late September 2026 with four science lab kits covering Biology, Botany, Chemistry and Physics.

The partnership combines Australian Geographic’s

experience in science, nature and educational storytelling with Science and Nature’s expertise in developing

educational science kits and accurate animal replicas.

Together, the two Australian brands aim to create products that encourage children to explore, experiment and

develop a deeper understanding of the natural world. A PARTNERSHIP BUILT ON SHARED PURPOSE Australian Geographic and Science and Nature share a

belief that children are more likely to understand and care for the natural world when they are given opportunities to explore it for themselves.

For Australian Geographic, the partnership creates a

new way to inspire children through hands-on science and nature-based learning. For Science and Nature, it

provides an opportunity to bring its product expertise to

new audiences through the reach and recognition of the Australian Geographic brand.

“This partnership brings together Australian Geographic’s passion for discovery and education with Science and

“We create sustainably sourced products that nurture

curiosity and a lifelong love of learning about the world around us.”

LAUNCHING WITH FOUR HANDS-ON SCIENCE KITS The first products released under the partnership will be four Australian Geographic science lab kits focused on Biology, Botany, Chemistry and Physics.

Nature’s deep expertise in creating engaging, hands-on

Each kit is designed to take young scientists beyond the

Publishing Manager at Australian Geographic.

them to question, investigate and discover how the

products for children,” said Tom Bates, Licensing and “The new range will give young people more ways to

explore science and the natural world for themselves, and we’re excited to bring it to families across Australia.”

“We are incredibly proud to be associated with Australian

Geographic in bringing this new and exciting range to the market,” said Nigel Kirby, Director of Science and Nature.

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textbook through practical experiments that encourage world works.

Additional products are already in development, with

plans to expand the collaboration into further science,

nature and animal-based categories that draw on the expertise of both organisations.

www.australiangeographic.com.au

DIMIAN IS GETTING A COMPLETE FACELIFT!

www.dimian.com

REGULAR ARTICLE

The Toy Association™ & Javits Center Announce Toy Fair® Dates through 2032

The Toy Association™ and the Jacob K. Javits Convention Center have announced a five-year partnership for Toy Fair®. This shared commitment provides long-term certainty for the global toy industry to set its business calendars and plans for the coming years.

Following the 121st Toy Fair, taking place

Through this process, a clear consensus emerged

February 20 to 23, 2027, at the Javits Center,

after all options were carefully evaluated: a four-

the show will be held on the following dates:

day, February show in New York City remains the

February 26 to 29, 2028; February 24 to 27,

preferred timing and location for Toy Fair.

2029; February 23 to 26, 2030; February 22 to 25, 2031; and February 21 to 24, 2032.

“We provided industry leaders with a blank canvas and every reasonable option for review,

The announcement follows a comprehensive

and after a thorough evaluation, it was clear that

strategic evaluation by The Toy Association

New York City in February best meets the needs

that included open feedback, candid

and goals of our diverse global toy community,”

discussion, and broad collaboration to align

said Greg Ahearn, president & CEO of The Toy

the long-term timing and location of the event

Association. “We’re grateful to the leadership

across key stakeholders representing the

team at the Javits Center for working alongside

diverse constituents within the toy industry.

us to make this vision a reality.” Toy Fair’s longstanding relationship with the Javits Center dates to the venue’s opening in 1986 and has helped establish New York City as a global epicentre of the toy business. Following the industry’s preference for a February event, The Toy Association and Javits leadership worked together to identify dates that met stakeholders’ needs while navigating one of the busiest convention calendars in the country.

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Each Toy Fair will run for four days, from Saturday

have with our customers. We work closely to create

through Tuesday, with show dates intentionally

experiences where connections are made and

avoiding both President’s Day and Valentine’s Day

business gets done. It is truly a delight to welcome

each year – two priorities consistently identified

Toy Fair back to Javits Center for the next five years,

by exhibitors and attendees throughout the

and we look forward to all that lies ahead.”

consultation process. Every year, Toy Fair brings together thousands of “As a partner with the Javits Center for 40 years,

toy, game, and youth entertainment professionals

we shared what mattered most to our industry

and international media from roughly 100 countries

and Javits leadership rolled up their sleeves to

to discover the latest products, build business

work with us to find a solution,” Ahearn said. “Their

relationships, and explore the latest trends and

willingness to make a five-year commitment is a

innovations in toys and play. The multi-day

remarkable demonstration of confidence in our

marketplace serves as the industry’s premier

industry and Toy Fair’s importance on the global

platform for product launches, retail meetings,

trade show calendar.”

media engagement, trend discovery, and educational programming.

“Toy Fair and New York have grown together for generations, and we are thrilled that the next chapter of that story will continue at Javits Center,” said Joyce Leveston, president & CEO at Javits Center. “For Javits Center, it’s not just about

For more information about The Toy Association or Toy Fair, visit toyassociation.org and toyfairny.com

providing space, it’s about the partnership we

www.thetoyuniverse.com.au

Beyond the Shelf: How Viral Trends and Experiential Playrooms are Saving the Toy Store

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Prepared by Francisco Alhambra for Toy Universe Magazine

I’ve always proudly owned the title of "friki" (geek), surrounding myself with action figures, art

toys, beloved comic books and now BEYBLADE X. My office still sits in Tsim Sha Tsui East, right in the old heartbeat of the global toy industry. But these days, my walks around the toy stores of Hong Kong and China tell a very different story from a decade ago.

Over at the K11 Art Mall, the retail landscape has

Look at the Pop Mart, Miniso, Top Toy and 52Toys

fans waiting for the doors of some stores to open.

across Asia. They aren’t just selling SKUs; they are

completely transformed. I have seen queues of eager The line between a simple toy aisle and a social club has vanished. Welcome to the era of "New Retail" – where physical stores have evolved into discovery

and experiential spaces, and social media acts as the

super-fast engine driving everyone through the doors. For decades, the toy store was essentially a warehouse. It was a place you went to grab a boxed item off a metal shelf, pay at the register, and quickly leave.

Today, physical stores have transformed into places you go to spend your time. Brands have realised

that modern consumers – especially the massive

demographic of "kidults" who now account for roughly a third of all toy sales globally – crave an experience.

flagships or the Toys "R" Us experience centres emerging curating a lifestyle. These spaces are designed with

display in mind, not just play. They are beautifully lit minimuseums featuring gorgeous, photo-worthy displays that pull you in.

And crucially, Toys "R" Us experience centres are

social spaces. You can buy a blind box, sit down at

the dedicated rest and play tables with your family or

friends, and discover the surprise together. It’s no longer a transactional errand; it is a shared social event. This

shift taps into a deeply human need for connection and community in an increasingly fast-moving, heavy world.

If the experiential store is the beautiful destination, social media is the chaotic, hyper-speed vehicle getting us

there. We are seeing the brutally short lifecycles of Gen

Alpha trends, where organic playground memes explode overnight. Social media has completely transformed

the marketing and promotion of the toy industry, turning casual discovery into global phenomena.

Take the Labubu (and by extension the whole Bag Charm Plush Pendants – the ‘Lisa Effect’) craze for

example. What started as an intricate IP within blind

boxes turned into a massive cultural obsession, with fans sharing their unboxings and rare pulls across Instagram, TikTok and Xiaohongshu in China.

This digital FOMO is a carefully designed loop that makes collecting both habitual and highly social. 38

The Toy Universe Magazine

But the internet always demands the next hit. In early

Pop Mart’s omnichannel distribution proves this: every

NeeDoh – a brilliantly simple, brightly coloured squishy

them in a constant loop with the brand.

2026, the cultural hyperfocus has pivoted to the

sensory toy from Schylling. It is affordable, dough-like, and designed to relieve stress. TikTok creators have

turned hunting for NeeDohs in physical stores into a viral sport, emptying shelves and creating intense

artificial scarcity. The magic of these trends is that they aren't forced by corporate focus groups; they emerge organically from the bottom up, fuelled by user-

generated content that rewards raw enthusiasm. So, how do these two forces – the gorgeous,

experiential physical store and the relentless speed of digital trends – feed each other? They form a perfect, continuous feedback loop. When a toy like NeeDoh or

Labubu goes viral online, you don't just click "buy now" on a sterile website. You travel to the physical store

because the store itself is part of the content stage. Retailers know this. Packaging and store prompts are

meticulously crafted for cameras with Instagram and TikTok in mind. You visit the store to experience the

aesthetic, you capture the unboxing at the store, and you post that user-generated content online. That

video then reaches thousands of other potential buyers, amplifying the digital buzz and driving a fresh wave of foot traffic back to the brick-and-mortar location.

touchpoint pushes fans seamlessly to the next, keeping At the end of the day, whether it’s a dedicated adult

collector dropping serious money on an intricate 18+ LEGO set, or a teenager hunting down a rare NeeDoh because

of a viral TikTok video, the underlying motivation is exactly the same. We are all just looking for a spark of joy, a

moment of relief, and a meaningful way to belong to a wider community.

The toy companies

winning right now are

the ones that treat their audience authentically, acknowledging that

our relationship with

play has fundamentally changed. Growing up

doesn’t mean you stop

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playgrounds have evolved into immersive, beautifully

designed retail stores, and our show-and-tell has

permanently moved directly to our global social feeds. www.thetoyuniverse.com.au

Live Shopping The Next Innovation

FEATURE ARTICLE www.deansalakas.com

Live shopping combines livestreaming, entertainment and e-commerce Prepared by Dean Salakas for Toy Universe Magazine

For years, I thought live shopping was one of those retail trends that worked in Asia but probably wouldn’t translate to Australia. I was wrong.

Live shopping has been enormous across parts of Asia for years. China took the concept to another level, with hosts demonstrating products, answering questions and selling to audiences watching live on their phones. But whenever I looked at it through an Australian lens, I struggled to see the same opportunity. We had seen Australian retailers experiment with live shopping, but it never really seemed to take off. My assumption was that there were cultural differences at play. Maybe Australian consumers simply didn’t want to shop that way. Then I started watching what was happening elsewhere. What exactly is live shopping? At its simplest, live shopping combines livestreaming, entertainment and e-commerce. Think of a television shopping channel, except it is interactive, mobile and happening in an environment where the audience can participate in real time. A host presents products live. Customers can ask questions, make comments, request to see particular products and purchase or bid while they watch. There can be auctions, limited releases, countdowns, product reveals and other mechanics that create urgency and make the experience feel more like entertainment than browsing a traditional product page. That entertainment element is important. The best live shopping isn’t simply someone standing in front of a camera reading product specifications. It is shopping, content and community happening at the same time. And increasingly, it isn’t just happening in Asia. I must stress that the biggest difference and most powerful aspect is the interactivity. Viewers can type comments; everyone sees what they say, and the sellers interact with those comments. It’s what makes live shopping so interesting and fun for a shopper. The Australian Landscape In Australia, the two platforms worth knowing are Whatnot and eBay Live. Whatnot arrived first and has built much of its audience around categories such as trading cards, collectibles, comics and toys. eBay Live is much newer, officially launching here in December 2025 with an initial focus on trading cards and collectable toys, another indication of just how naturally these categories fit the live shopping model. Perhaps surprisingly, one major player that hasn't arrived in Australia is TikTok Shop. Despite becoming a significant shopping platform in markets such as the US, UK and Southeast Asia, TikTok Shop is still not available to Australian consumers. Australian brands can use TikTok

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to reach customers and can even use TikTok Shop to expand into overseas markets, but the full in-app shopping experience hasn't been launched here yet. That means Australia's live shopping market is still relatively young. We can already see global platforms investing locally, while one of the biggest forces in live commerce globally is still sitting on the sidelines. If TikTok Shop eventually launches here, it could be another significant step in bringing live shopping into the Australian mainstream. I also suspect that this creates an opportunity for early sellers as eBay and Whatnot are in a land rush to onboard sellers with generous deals, including promotional exposure. When TikTok Shop launches, it will need to offer something special to onboard sellers already established on other platforms. The US changed my thinking Over the past few years, I started seeing live shopping gain traction in the United States. Whatnot, which began with a strong focus on collectibles, has grown into a major live commerce platform across hundreds of categories. eBay has been investing in eBay Live, while TikTok continues to bring content and commerce closer together. Then earlier this year I travelled to Shoptalk in Las Vegas. Whatnot had a live shopping stage operating on the expo floor, TikTok was showcasing live commerce, and sellers were broadcasting and selling products while thousands of retailers walked around them. Seeing it happening in person changed my perspective. This wasn't an Asian retail curiosity anymore; live shopping was developing in another major Western retail market. We are also seeing the model develop across Europe. Suddenly the Australian experience started to look less like evidence that live shopping didn't work and more like evidence that perhaps we had simply tried it too early. The audience, platforms and sellers may not have been ready yet. Why toys and collectibles are leading the way One of the most interesting things about watching live shopping develop overseas is the categories where it has gained traction first. Collectibles, trading cards and toys feature heavily, and that makes sense when you think about how people engage with these products. Collecting has never been purely transactional. Collectors talk about products, show each other what they have found, trade, compare, hunt for rare items and speculate about what is coming next. Live shopping takes many of those behaviours and puts them into a retail

environment. A traditional e-commerce page is great when someone knows exactly what they want. Live shopping becomes particularly powerful when discovery is part of the experience. That could be watching someone open a blind box and waiting to see what is inside, opening a packet of trading cards live and discovering whether there is a rare card, or seeing a limited-edition collectible appear unexpectedly in a stream. There is suspense, scarcity and an audience reacting alongside you. Importantly, there is also a person on screen who understands the category and can interact with the audience. That is a very different experience from typing the name of a collectible into a search box. It also explains why community matters so much. People aren't necessarily watching a one-hour live stream because they need to buy something immediately – they are there because they enjoy the category. Shopping becomes part of the entertainment. Whatnot is perhaps the clearest example. The platform started around collectibles and has since expanded dramatically, but trading cards, Pokémon, toys and other collectible categories continue to play an important role in live selling. The growth of products such as Labubu, blind boxes and other character collectibles demonstrates another advantage. These products naturally contain an element of surprise and discovery, which makes them incredibly social products. Someone opening a blind box on their own is one experience. Watching someone open one live while hundreds of collectors react, discuss it and potentially bid for it creates something very different. Toys have another significant advantage over many retail categories: they are demonstrable. A retailer or brand can play with a toy, build the LEGO set, race the car, open the pack, compare two products or answer a parent's question about how something works. That ability to demonstrate and entertain at the same time makes toys particularly suited to live commerce. Australia is starting to move When I returned from the US, I wanted Australian retailers to see live shopping rather than just hear someone talk about it. So, at our Retail Community Online Retailer After Dark event in Sydney, we decided to run a live shopping experiment. Working with eBay Live and experienced live sellers Brad and Jazz, we turned part of the event into a live charity sale. Retailers and brands donated products, the proceeds went to Heart Kids, and Brad and Jazz sold the products live to people both inside the venue and watching around Australia. The format was incredibly fast. Products could move through auctions in seconds, viewers were bidding against each other in real time, and the hosts had to understand the products, watch the audience and keep the entire experience moving. In around an hour, approximately $4,500 worth of donated products were sold. But the number wasn't the most interesting part for me. It was watching the retailers in the room. Most of the people I spoke with had never actually watched a live shopping session before. They may have heard about live commerce or read about its growth overseas, but seeing the mechanics up close made the concept much easier to understand.

During our live event, Brad and Jazz explained that live sellers can move through huge volumes of product very quickly. In one previous stream they had sold more than 180 items, and they suggested 70 or 80 items can be sold in an hour. That potentially creates another tool for retailers dealing with discontinued ranges, fragmented inventory, samples or products that aren't moving through traditional channels. Then there is product education. There are plenty of toys that are difficult to sell from a static image and a few bullet points. Put the product in someone's hands, demonstrate it and answer questions about it, and suddenly the value can become much easier to understand. Live commerce gives retailers and brands the ability to demonstrate that value at scale. Being late isn't necessarily bad Australia is behind. Asia is far ahead of us in live commerce; the US is further along the adoption curve and Europe is moving as well. But being late has an advantage: we don't have to invent the model. We can watch what categories work overseas, see which platforms gain traction, learn what successful hosts do differently and understand what makes people watch a live shopping stream rather than scroll past it. Most importantly, we can see that the businesses succeeding aren't simply putting someone in front of a camera and waiting for customers to appear. They are combining retail with entertainment, expertise and community. That may ultimately be the biggest lesson. Live shopping shouldn't necessarily be viewed as just another e-commerce sales channel. It sits somewhere between retail, social media, content, entertainment and community. A few years ago, I thought live shopping was probably an Asian phenomenon. After watching it develop through Asia, then the US and Europe, seeing it firsthand overseas and finally experimenting with it here in Australia, I've changed my mind. Australia looks increasingly like it is following the same global adoption curve, just a little later. The good news is that being behind gives us the chance to learn from everyone who went first. For toy retailers and brand leaders, that makes it worth considering as part of your strategy.

If you haven't experienced live shopping before, we filmed the experiment, including interviews before and after the sale.

Dean Salakas is a retail leader, entrepreneur and advisor with more

You can watch the video here.

A former CEO of The Party People, he was named the Australian

The toy opportunity goes beyond new products For toy retailers and brands, I think there are several different use cases worth considering. New releases and limited editions are obvious, as are collectibles and trading cards, but clearance may be just as interesting.

than 25 years of experience across retail, e-commerce and technology. Retailers Association’s Retail Leader of the Year and received the 2025 Online Retail Industry Awards Industry Recognition Award. Today, Dean is Co-Founder and CEO of Retail Community, one of Australia’s largest and most active retail networks, and works with retailers, brands and technology businesses as an advisor and consultant.

www.thetoyuniverse.com.au

NEWS

Bluey Invites Families Across the Globe to "Play the Bluey Way" BBC Studios has announced the launch of Play The Bluey Way, a campaign inspired by the beloved TV series Bluey.

BBC Studios has announced the launch of Play The Bluey Way, a campaign inspired by the beloved TV series Bluey. Inviting families everywhere to embrace more play, connection and fun in their everyday lives, the campaign combines real-world activations, digital experiences, creator partnerships, social content, brand collaborations and at-home inspiration. Play The Bluey Way will roll out globally, celebrating the meaningful connections Bluey inspires amongst families around the world for real life. At the heart of the campaign is a series of murals inspired by iconic Bluey moments of play. The first murals were unveiled today at Wittonga Park in Brisbane, the setting of the beloved episode “Cricket”. Created by artist Jordan Bruce and based on artwork developed by Kate Derrick and Jemma Bayley at Ludo Studio, the murals in Brisbane are designed to encourage families to get outdoors and play together. From the Washington, D.C. area in the US and São Paulo in Brazil, to Bristol in the UK, the murals will appear in cities around the world as colourful landmarks and the centrepiece of local activations. Families will be invited to come along and take part in games and activities that bring favourite moments from the series to life, whilst inspiring new ways to continue the fun at home. Aoife Owen, VP Global Brand and Marketing, Bluey at BBC Studios, explains: “Modern family life is full of barriers to

play; work, school, expense and general exhaustion, which

means parents like me often feel they don’t have the time, energy or ideas to play with their kids as much as they

would like to. With play sitting at the heart of the brand,

Bluey is uniquely positioned to inspire families to play more

together, and our Play the Bluey Way campaign aims to do just that, celebrating opportunities to play that everyone can enjoy, regardless of their time or budget.”

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The campaign will also feature collaborations with global partners, including Citymapper and Spotify, creating new opportunities for play, connection and discovery throughout daily routines. Families can experience Play The Bluey Way in a variety of other ways too. Bluey.tv/theblueyway/ will be a dedicated hub where families can discover downloadable activities, games, play inspiration, campaign updates and interactive experiences to help families discover new ways to play together. The hub will also feature a personalised digital experience allowing families to explore their play habits through an interactive quiz that captures and celebrates the different ways families “Play the Bluey Way”. Packed with surprises from fan-favourite episodes, bespoke game recommendations and personalised shareables, the experience also allows families to share their unique play personality. This personalised digital experience will launch later this month on Bluey.tv. Another digital offering launching as part of this campaign is the highly anticipated return of the multiaward-winning Bluey Book Reads. Encouraging families to make time for storytelling, connection and play together, series three features a star-studded lineup of Bluey fans reading some of the brand's most beloved storybooks. The 10 x 5-minute series launches on 8 September and will be available on the official Bluey channel on YouTube and Bluey.tv for families to enjoy together.

The Toy Universe Magazine — Edition 22