The Toy Universe Magazine — Edition 20

From the Editor

Toy, Hobby & Licensing Fair 2026

Welcome to the 20th Edition of The Toy Universe Magazine for the 2026 Toy, Hobby & Licensing Fair, proudly presented by the Australian Toy Association.

As the media partner for the Toy, Hobby & Licensing Fair, we (Bugg Media) would like to thank Alice, Jacqui and the entire team at the Australian Toy Association for making the event possible and working with us as their Official Media Partner.

This edition of The Toy Universe is deliberately practical by design. It reflects the realities of the current toy business— buying discipline, operational focus and the growing importance of making fewer, better decisions. It recognises that sustainable growth in this market is unlikely to come from chasing every opportunity, but from clearly understanding what truly drives performance and profitability.

The toy business has never lacked momentum—but right now, that momentum is unmistakably intense. New technologies, emerging platforms and the rapid integration of Artificial Intelligence are reshaping how products are conceived, evaluated and brought to market. Timelines are compressing and decisions that once took months are now being made in weeks, or even days. Across the supply chain, speed is no longer a competitive advantage—it is a baseline expectation.

Australian retailers and suppliers now face mounting pressure with currency shifts, freight uncertainty and cost volatility. Consumers are more cautious and valuedriven, raising the stakes of every range, forecast and commitment. The instinct is often to do more—more products, more SKUs, more launches and more noise. For many businesses however, the issue is no longer just visibility, but focus as well. The challenge is being seen and being understood—and achieving both is paramount to success.

As a newer voice in the market, The Toy Universe respects the past, but aims to analyse the present and question which products genuinely earn their place on shelf, which retail strategies are still delivering results and which long-held assumptions are quietly losing relevance in a faster, tighter and more data-driven marketplace.

Toy Fair offers a showcase of what’s new and it is where ideas are tested under commercial scrutiny. Retailers are asking harder questions, earlier in the buying cycle. Suppliers are being pushed to justify range breadth, pricing structures, and supply certainty well before orders are written. Today, margin integrity, operational reliability, and speed to shelf matter just as much as creativity and innovation.

The Toy Industry remains rich with opportunity, demand still exists and creativity still matters. Brands still resonate, but future success will belong to those who move with intent and the winners will not simply be those who capture attention, but those who are strategic, measured and committed to long-term evolution over short-term noise.

— The Editor

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

Advertising: bookings@thetoyuniverse.com.au

Feedback: editor@thetoyuniverse.com.au

Media: media@thetoyuniverse.com.au

Inside this Edition

Welcome to Edition 20

THE AUSTRALIAN COMPANY DRIVING PLAY-LED INNOVATION FOR CHILDREN AROUND THE WORLD

MOOSE TOYS — IGNITING PLAYTIME IN 2026

WELCOME TO TOY FAIR! — BY ALICE SANDERSON, EXECUTIVE MANAGER AT THE ATA

INTRODUCING LEGO® SMART PLAY™ — BRINGING YOUR CREATIONS TO LIFE

MARKET WRAP — ZURU TOYS

SANIBEL — SANIBEL IS TRULY A MASTERPIECE

EXECUTIVE PULSE — BENJAMIN HALLS | WILLIAM VALENTINE

STORIES FROM GG'S TOY BOX — “12-INCH TALKING FRED GAFFNEY DOLL”

HOBBYCO — 90 YEARS AT THE HEART OF AUSTRALIA’S HOBBY & TOY CULTURE

EXECUTIVE PULSE — LUKE HARTWELL | ZURU TOYS

TOY INDUSTRY TRANSFORMATION — HOW ADULTS BECAME THE TOY INDUSTRY'S LARGEST GROWTH ENGINE

EXECUTIVE PULSE — PAULA OPFER | AXIS TOYS

WILLIAM VALENTINE — WILLIAM VALENTINE UNVEILS 2026 COLLECTION

MJM AUSTRALIA — THIRTY YEARS OF LEADERSHIP, BUILT FOR THE LONG GAME

ALL BRANDS TOYS APPOINTED FOR MECCANO — TO DEBUT PARTNERSHIP AT MELBOURNE TOY FAIR

EXECUTIVE PULSE — SUE BRENNAN | DIVISIBLE BY ZERO

EPIC DISTRIBUTION X BOOX2U — WHERE PLAY, CREATIVITY AND STORIES COME TOGETHER

JOHNCO PRODUCTIONS FEATURE — TURN TO CENTER OF MAGAZINE

Leading the Way in Magnetic Tile Play

The Australian company driving play-led innovation for children around the world

It’s late at night in Tampa, Florida, but sleep is the last thing on Chris Bartling’s mind.

Chris, CONNETIX’s Product Development Manager, is mid-call with co-founders Brea Brand and Dave Alexander, who are just starting their day in sunny Perth. What was meant to be a quick check-in has evolved into a lively exchange: ideas bouncing across time zones, screens tilted to show experiments, all the while with sounds of young children getting ready for school drifting through the background.

Earlier that day, Chris and his team had been experimenting with light in a home garage. Flashlights were pulled apart, battery-powered prototypes rigged up, and makeshift dark spaces set up to watch how light refracted, softened and moved. It wasn’t brightness they were trying to achieve, but childhood wonder – the magic of light and the way colours shift and dance in the dark, inviting children to imagine, experiment and create.

That late-night, early-morning exchange would help shape a new innovation for the magnetic tile brand in 2025: the CONNETIX Light Star Pack. The team had achieved what they set out to do – creating a firstof-its-kind, rechargeable light-up tile that needed no additional pieces, fitted wherever a standard magnetic square could go, and cast exactly the quality of light they’d been experimenting with: soft and even, enhancing colour and shadow. Perfect for cozy nights of creative storytelling.

“A

turned into reminiscing

That spirit of curiosity isn’t unique to one product – it’s how innovation happens across the globally award-winning Australian company, which now has a team spread across multiple countries. From early prototypes to global launches, every new idea is shaped by hands-on experimentation, close observation and a deep respect and understanding of how children play.

In 2025 alone, that approach gave rise to a series of landmark releases: the Light Star Pack, Glitter Castle and Glitter Unicorn, Bright Portals, and the Constructor PRO set. Each started with the same question: what are children trying to do next?

One of the clearest expressions of this philosophy came with the Bright Portal Pack.

The idea began when the team experimented with large squares and noticed how much unused space sat in the centre. It opened up an exciting new possibility: building through the tile itself.

By reimagining the square and embedding magnets into the frame, Portals transformed into gateways – allowing movement, layering and entirely new construction possibilities.

On flat surfaces, Portals became creative boards. In three-dimensional builds, they turned into doorways, tunnels and racetracks, encouraging architectural thinking and imaginative storytelling.

“The goal was simple – try to do something impossible, then figure out how to make it real.” – Chris Bartling

The result was a product that reshaped magnetic tile play and earned international recognition for its originality and educational value.

An educator-founded brand

CONNETIX’s play-led approach is deeply rooted in the brand’s origins, which started as a conversation one day between two parents and friends at the school gate. Former teacher Brea Brand, then on maternity leave and active in the online world of playbased learning, and Dave Alexander, who had a background in mechanical engineering and entrepreneurship, spent time observing how their children used magnetic tiles. Seeing how open-ended play sparked creativity and learning, they realised they could bring something new to the category.

By combining Brea’s educational insight with Dave’s design and engineering expertise, they set out to create magnetic tiles that truly reflected how children play and learn – strong, versatile and thoughtfully designed to invite exploration at every stage of development. What began as a shared observation quickly grew into a clear philosophy, one that would guide the brand as it expanded far beyond its Australian beginnings.

Global growth, grounded values

Today, that philosophy has resonated well beyond Australia. CONNETIX partners with retailers across 80+ countries and continues to expand globally, supported by a passionate community of more than one million followers on social media, who share builds, ideas and inspiration every day. That exchange continues to influence how CONNETIX evolves, as the brand closely observes how families and educators use the tiles to inform future design.

Education at the heart

Despite its global scale, CONNETIX remains closely connected to education. Teachers and parents review prototypes before products are released, providing practical insight that helps ensure each design is safe, engaging and meaningful. Products are designed to naturally support STEAM learning – not through instruction, but through freedom to explore.

“For CONNETIX, everything starts with fun and imagination,” Chris explains. “Kids are engineering as they build, expressing artistry in their creations, and applying geometry to make sure structures stand tall.”

A global year, a homecoming moment

After a major international trade show season spanning Nuremberg, London and New York, CONNETIX is excited to return to Australian Toy Fair on home soil in Melbourne. The brand will showcase its latest innovations, including the Pastel Portals Pack – a natural evolution of the award-winning Portals concept, reimagined in CONNETIX’s signature earthy pastel palette and shaped by community feedback to expand play possibilities even further.

Discover what’s next

Visit stand H21 at 2026 Australian Toy, Hobby & Licensing Fair to see CONNETIX up close and explore their new releases, bestselling ranges and upcoming innovations.

Where Play Happens

Moose Toys

Igniting Playtime in 2026

Moose Toys, a global leader in toy innovation, is set to ignite playtime in 2026 with a bold slate of launches that blend collectability, interactivity, creativity and learning. From preschool favourites and family games to licensed, beautified slime experiences and STEM-powered play, the year ahead signals Moose’s continued commitment to delivering surprise-and-delight experiences that resonate with today’s kids and families.

Leading the charge, and in partnership with licensing partner BBC Studios, is the recently released Bluey Fuzzies range, designed for kids and kidults alike. Capturing the heart and humour of the beloved TV series, these one-inch collectible figures are covered in soft, premium flocking and inspired by iconic Bluey episodes. With more than 50 variations to collect on launch, Bluey Fuzzies invite fans to collect through Figure 2-Packs, Episode Packs (which bring favourite moments to life by converting into mini display stages) or Deluxe Figure 8-Packs. Fans can also look out for the special finishes like glitter or sea glass to complete their collection.

Bluey fans can also look forward to the latest release from Moose Games, Bluey Pass the Parcel, which brings one of the show’s most iconic party moments to life in the form of a fun parlour-style game. Featuring a plush Bluey, the game includes three play modes inspired by the episode. With music, surprise prize tiles and a BIG PRIZE reveal, it’s designed to bring laughter and energy to family game nights.

“We love creating play experiences that bring kids and families together in meaningful ways,” said Khia Pledger, Marketing Manager - Australia, Moose Toys. “Bluey Pass the Parcel captures the joy and delightful chaos of the show while encouraging shared play.”

Innovation takes a bold leap forward with CrunchLabs, as Moose Toys partners with YouTube sensation and former NASA engineer Mark Rober to reshape the STEM aisle. Designed to reimagine how toys come to life, the range is grounded in real scientific and engineering principles that encourage curiosity, build confidence and foster problem-solving skills.

At its core, CrunchLabs is pure, hands-on fun - surprising, clever and impossible to put down and that same spirit has recently captured the attention of Australian audiences, with CrunchLabs launching on Netflix to immediate success and consistently ranking among the platform’s Top 10 Kids TV shows since release. Guided by Rober’s trademark creative mischief and Moose’s signature WOW design, CrunchLabs brings learning off the screen and into kids’ hands, excitingly blurring the line between education and play.

Creativity and self-expression continue to shine with the latest from Gui Gui, which launched to strong success mid last year. In 2026, the range will level up with collaborations featuring influencer favourites Salish Matter, Sydney Morgan and Grace Mary Williams, alongside a highly sought-after “golden” collaboration with Netflix’s KPop Demon Hunters. The collection will include themed kits for Rumi, Mira, Zoey and Derpy Tiger, with each pack blending beauty and slime into a multi-sensory experience. Filled with curated textures, scents and surprises, every kit reflects the unique style and personality of its inspiration.

Little Live Pets continues to expand its nurturing play universe with My Baby Monkey Minis and Ouchies Vet Kits, offering interactive, care-led play that encourages empathy and imagination. With more excitement to come in the second half of 2026, Little Live Pets continues to be a powerhouse brand that resonates with families globally.

And rounding out more of the lineup is Micropets, a pocket-sized robotic pet created with Takara Tomy. Launching shortly, these pocket pets feature expressive LED emotions, leveling gameplay and a rare Golden Kitten to discover.

With a diverse and dynamic portfolio, Moose Toys is shaping 2026 into a year of big ideas, heartfelt play and unforgettable moments.

Welcome to Toy Fair!

By Alice Sanderson — Executive Manager at The Australian Toy Association

Welcome to the 59th in-person Toy, Hobby and Licensing Fair, proudly hosted in glorious Melbourne, Australia.

Across four action-packed days, attendees will have the opportunity to touch, try, and experience products that are uniquely Australian alongside leading ranges from around the world. This year’s energy, creativity, and innovation are all brought together under one roof at the Melbourne Convention and Exhibition Centre, creating an unmissable showcase for our industry.

With the Fair selling out prior to Christmas, the ATA is thrilled to welcome 165 exhibiting companies to the show floor. Exhibitors will be showcasing an exciting mix of toys and games, educational products, outdoor play, and everything in between. Whether you’re a dedicated toy retailer or a business with a broader product offering that includes kids’ ranges, the Fair is the ultimate opportunity to connect with industry partners, discover new lines, and source products that help drive foot traffic into your store

Our exhibitors are the innovators and trendsetters of the toy industry, and their passion is evident in every carefully curated stand. The pride they take in presenting their products is what makes this event so special. A big welcome to those exhibiting with us for the first time, and a warm welcome back to our valued returning exhibitors.

From the moment you step through the Toy Fair entrance, you’re immersed in the colour, creativity, and magic that define our industry. Play is our purpose, and the products on display are designed not only for children, but also for the young at heart.

Three standout trends continue to shape the industry this year: the ongoing excitement of collectibles and unboxing, the strength of licensed products, and the ever-growing Kidult movement. Toy Fair brings all of these trends to life... and so much more.

On the opening night of the Fair, the ATA will host our annual Gala Dinner. At the time of writing, more than 500 guests are booked for what promises to be a memorable evening

of awards, networking, and entertainment. It’s always a highlight for me, as we celebrate and recognise those the judges deem to be our industry standouts, and by judges, I mean retailers, licensing professionals, industry leaders, and of course, kids.

Throughout the Fair, we will also acknowledge our 25 Year Club members - including some incredible members who are now reaching 40 and even 50 years of involvement in the industry. We wrap up the event on Wednesday morning with our breakfast celebrating the women in toys, whose stories, leadership, and achievements continue to inspire the next generation.

I would like to sincerely thank our media partner, Bugg Media, for their support in the lead-up to the Fair, along with all of our sponsors and supporters whose ongoing commitment helps make Toy Fair such a standout and truly unmissable event.

To our exhibitors, I wish you an outstanding Fair, one that strengthens existing relationships and creates many new opportunities. To our retail partners, happy sourcing, and to all other visitors and attendees, I wish you a productive and successful Fair.

There is so much to see, experience, and celebrate at this year’s event. If you’re part of the industry, this is one Fair you won’t want to miss. I can’t wait to see you all there.

Introducing LEGO® SMART Play™ Bringing Your Creations to Life

The LEGO Group has unveiled LEGO® SMART Play™, a new interactive platform set to transform LEGO play experiences for kids and families. With this exciting innovation, builders can bring their LEGO creations to life in ways they’ve never imagined!

Showcased at the Consumer Electronics Show (CES) in a presentation from Julia Goldin, Chief Product & Marketing Officer of the LEGO Group and Tom Donaldson, Senior Vice President & Head of Creative Play Lab at the LEGO Group, LEGO SMART Play represents one of the most significant evolutions in the LEGO System-in-Play since the introduction of the LEGO Minifigure in 1978.

Designed to inspire children, LEGO SMART Play turns their imaginative ideas into reality, bringing their creations to life with moments of surprise and discovery. The combination of LEGO SMART Play’s platform elements – the LEGO SMART Brick, LEGO SMART Tags and LEGO SMART Minifigures – react in real time to bring an interactive play experience to kids that is full of exploration and imaginative storytelling.

Joining the LEGO Group at CES was Asad Ayaz, Chief Brand Officer of The Walt Disney Company and President of Disney Entertainment Marketing, and Dave Filoni, Chief Creative Officer of Lucasfilm, to announce that the first LEGO SMART Play building sets announced for fans will feature Star Wars™ - the perfect playground for epic storytelling, unforgettable characters and endless brick-built adventures.

For the first time, with LEGO SMART Play, a galaxy far, far away…. will play back! The new sets will launch on March 1st, 2026, in select markets.

What is LEGO SMART Play?

The new platform features more than twenty patented world-firsts within its technology, and the LEGO SMART Brick – at the heart of the platform – is powered by a custommade chip, measuring smaller than a standard LEGO stud.

The technology has been developed by the LEGO Group’s Creative Play Lab team to enable responsive physical play, breathing new life into builder’s LEGO creations through advanced, invisible technology.

The LEGO Group introduces LEGO® SMART Play™, a new play innovation that brings LEGO creations to life like never before

The LEGO SMART Brick is packed with technologies that bring play to life including sensors, accelerometers, light sensing and a sound sensor as well as a miniature speaker driven by an onboard synthesiser, and much more, in addition to easy wireless charging.

LEGO SMART Tags and LEGO SMART Minifigures are paired with the LEGO SMART Brick to power the system and allow builders’ creations to become interactive, responding to actions with appropriate sounds and behaviours, allowing for a truly responsive play experience. All elements are compatible with the existing LEGO System-in-Play.

LEGO SMART Play building sets come to the LEGO Star Wars Galaxy

Now, brick builders and Star Wars fans alike can interact with iconic scenes, characters and moments inspired by a galaxy far, far away.... like never before as the LEGO SMART Play system makes its debut with three ‘All-In-One' LEGO Star Wars building sets.

The three ‘All-In-One' LEGO Star Wars sets will come with a LEGO SMART Brick with charger and at least one LEGO SMART Minifigure and LEGO SMART tag.

This set includes an Imperial turret, transporter and command centre, all of which unlock interactive features, such as lasershooting sounds, engine sounds and lights plus refuelling and repair sounds, through the use of the included LEGO SMART Brick, two LEGO SMART Minifigures and five LEGO SMART Tags.

For the first time in the history of LEGO Star Wars, with LEGO SMART Play sets, the battle comes to life, allowing fans to recreate iconic scenes and interactions, as well as create new ones. Fans can unlock SMART features such as Lightsaber hums with the SMART Minifigures of Darth Vader and Luke Skywalker, the engine roar of the A-wing and even listen to “The Imperial March” with Emperor Palpatine sitting on his throne.

As part of the presentation, the LEGO Group also showcased three ‘All-In-One' LEGO Star Wars sets that will come with a LEGO SMART Brick with charger and at least one LEGO SMART Minifigure and LEGO SMART tag, available for pre-order now and on shelves starting 1st March from www.LEGO.com, LEGO Stores and select retailers in launch markets:

• LEGO® Star Wars™ SMART Play™: Darth Vader’s TIE Fighter™ (75421)

• LEGO® Star Wars™ SMART Play™: Luke’s Red Five X-Wing™ (75423)

• LEGO® Star Wars™ SMART Play™: Throne Room Duel & A-Wing™ (75427)

The LEGO SMART Play sets featuring Star Wars will be available to purchase starting 1st March from www.LEGO.com, LEGO Stores and select retailers.

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.

Hasbro® is the official board games partner of the FIFATM World Cup 2026, bringing the world’s biggest sporting event to the toy aisle. This World Cup–scale promotion is designed to captivate shoppers, create in-store excitement, and drive incremental sales across the toy category.

PERIOD: SPEND $25 OR MORE ON ANY PARTICIPATING HASBRO® GAMES PRODUCT

18 MARCH - 10 JULY 2026

IN-STORE EXECUTION

HASBRO® x FIFATM FSDU’S AVAILABLE

GAMES x FIFATM SUPPORT CALENDAR

Market Wrap

Locally Owned and Operated Business

Trusted by Retailers for Over 35 Years

Team

Our product knowledge and retailer support creates a model where everyone As

for quality & purpose you can depend on!

Exclusive Brands and the Latest Ranges

our Onsite Warehouse

All stock is held onsite in Brisbane allowing quick and efficient order processing. Products that are ethically sourced and carefully selected from respected suppliers.

Easy Dropshipping Solutions

Dropshipping allows retailers to extend their product selection

Sanibel

Sanibel is Truly a Masterpiece

Get lost in Sanibel, a laid-back tile placement game from Elizabeth Hargrave, inspired by summer days on the beach hunting for shells. In the game, you move along the seashore collecting shell tiles and placing them in your bag, earning points based on how you arrange them on the bag's grid. Watch the ocean waves wash more shells on the shore for you to discover, take a break at the lighthouse where you’ll place special lighthouse tiles, and enjoy your journey with a satisfying collage of beautiful watercolor shells. This cozy meditative game offers the perfect combination of strategy and atmosphere to keep gamers, oceanlovers, and everyone in between wandering back time and time again.

What was the inspiration behind Sanibel?

Sanibel is actually a game that my dad suggested. I grew up in Florida and spent a lot of time beachcombing with my family. One day, my father told me that I should design a game about seashell collecting, and I decided to run with the idea.

How did you translate the beach experience into a board game mechanic?

I knew that I wanted to blend the experience and feeling of walking Sanibel’s shoreline with engaging gameplay mechanics.

As players stroll along the beach, they have choices to make, from which shells to pick up to how they should arrange them in their bag. I really wanted to capture the calm theme of walking on the sand plus satisfying puzzle decisions.

Was accessibility a priority in designing Sanibel?

Yes, I did so very intentionally. Sanibel was designed so that it’s easy to learn but still offers strategic depth. When I was designing the game, I wanted it to be something that my dad, who isn’t your typical gamer, could play, but also something that more experienced players could play and have meaningful choices and decisions each turn.

This cozy meditative game offers the perfect combination of strategy and atmosphere to keep gamers, ocean-lovers, and everyone in between wandering back time and time again.

Elizabeth Hargrave is the award-winning designer of Wingspan, Undergrove, Tussie Mussie, and several other games. Her games are often inspired by a love of nature and desire to show people cool things in the world.

How does Sanibel balance strategy with its relaxing, beach-like vibe?

At first glance, Sanibel seems to be a simple game about shell collecting, but as you get to know it, you learn that every decision about movement, which shells you take, and where you place them in your bag, matters for scoring. The calm theme paired with the thoughtful decisions is something that I wanted to offer in Sanibel as I find that the most interesting games are those that present multiple decisions to players on each turn, rather than one clear answer.

What do you hope players feel when they play Sanibel?

I want players to feel the sense of discovery and satisfaction that you get from a day of collecting shells on the beach.

In Sanibel, it’s not just about collecting tiles, it’s about the experience of finding something you weren’t expecting and deciding how to fit it into your strategy.

Ages 10+/2-4 Players, available from this year. Contact a Hasbro Representative or licensed distributor for more information.

CROSSWORD JIGSAW PUZZLES

Executive Pulse

With Benjamin Halls | William Valentine

What has fundamentally changed in how you assess opportunity today versus three years ago?

What’s really changed over the past three years is how nuanced channel strategy has become. Instead of treating retail as a handful of big, mostly similar partners, we’re now working much more closely with a broader mix of alternative and non-traditional channels. That closer partnership helps us better understand how each channel operates, who their consumers are, and what drives growth for them. With that insight, we can be much more targeted, shaping assortments, pricing, and go-to-market plans by channel rather than relying on a one-size-fits-all approach. Expanding our SKU count supports this too, giving us more flexibility to test, learn, and scale across channels at the same time.

With retail so concentrated, where do you now see genuine leverage—product, brand, relationships, or execution?

In today’s increasingly concentrated retail landscape, brand is still our biggest source of real leverage, with product right behind it. In a world driven by social media and fastmoving copycats, a distinctive, trusted brand is what breaks through the noise, creates an emotional connection, and keeps consumers coming back after the trend fades. Strong branding also helps support pricing and lowers risk for retailers. At the same time, we’re being deliberate about not over-indexing on retail concentration by pushing growth beyond the top three big-box players.

“In today’s increasingly concentrated retail landscape, brand is still our biggest source of real leverage, with product right behind it.”

— Benjamin Halls

That diversification gives us more negotiating leverage and opens opportunities with additional national retailers across multiple categories, resulting in a broader distribution footprint.

What’s the one thing suppliers consistently underestimate about working with major retailers today?

Suppliers often underestimate how fast major retailers can spot global toy trends and turn them into sellable products, thanks to their scale, data, and in-house capabilities. Today’s top retailers aren’t just passive buyers anymore - they’re actively building private-label lines to drive higher margins and rely less on outside brands. Because of that, simply coming up with a good product idea isn’t enough. Branded toy companies need to move faster, protect what makes them different and keep investing in innovation and brand strength to stay relevant. Retailers are increasingly looking for partners who bring a solid IP, marketing strength and executional value that’s hard to copy.

Are we in a defensive cycle, or the early stages of a new growth model for the industry?

From my perspective, the toy industry has clearly moved into a new growth model, shaped by faster product cycles and big shifts in how retail works. One of the biggest changes is the influence of Asian-led trend toys and retailers - markets like China, Korea, Japan, and Southeast Asia are increasingly setting the pace for global demand, rather than the other way around. At the same time, new selling models like livestream shopping, TikTok Shop, and influencer-led retail are changing how consumers discover toys and decide what to buy. All of this is leveling the playing field, giving mid-sized national retailers and more agile brands a real chance to move quickly, ride trends, and capture share in ways that just weren’t possible before.

Looking ahead 3–5 years, what capability will most clearly separate winners from survivors?

I would say that the biggest difference between companies that really win in the toy industry and those that just get by will be how well they adapt, automate, and use AI across the business. Teams that lean into AI for things like demand forecasting, product development, supply chain efficiency, and content creation will be able to grow faster without ballooning costs. By cutting down on slow, manual, repetitive work, people can spend more time on innovation, getting to market faster, and driving real growth - which will matter more than ever in an increasingly competitive and fast-moving space.

Executive Pulse: Private Company Perspectives

The playbook has changed. Retail is concentrated, margins are tighter, and risk sits earlier in the cycle. So how are serious operators actually making decisions right now? For this Melbourne Toy Fair edition, senior leaders from privately owned businesses speak plainly about leverage, discipline, and what will separate winners from survivors in the next phase.

Stories from GG's Toy Box

“12-inch Talking Fred Gaffney Doll”

Fred Gaffney pretty much brought the licensing business to Australia through his management of brands like Sesame Street, The Smurfs, Marvel, Garfield, Peanuts, Mr. Men, Star Wars, Thomas and many more.

Fred also represented Australian properties like Phar Lap and The Man From Snowy River and was responsible for launching the licensing programs of Australian properties Bananas in Pyjamas and The Wiggles around the world.

In 2003, recognising his achievements in the global licensing business, Fred was the first inductee into the International Licensing Hall of Fame.

But for Fred this was not enough - he needed more - and in 2005, Fred being Fred, he decided to have a 12-inch Talking Fred Gaffney Doll produced to celebrate his 60th birthday.

The Fred Gaffney doll came about through his relationship with Hugo Stevenson, the owner of the Stevenson Entertainment Group, which was the company that produced, under licence from The Trump Organization, the 12-inch

Talking Donald Trump Doll, based on The Apprentice and featuring Donald Trump mainly saying different versions of "You're fired!".

Fred said to Hugo "get rid of Trump’s head, stick my head on the body instead, print me a nice new box to stand in, make 1000 copies and send me the invoice."

So Hugo had Fred’s head scanned and sculpted and recorded the following often heard Fred Gaffney sayings:

“I’m Fred Gaffney and we’re about to do a deal.”

“Fred Gaffney’s the name and licensing’s my game.”

“I tell you – this will be one hundred million dollars at retail.”

“Let me tell you – this is a miracle.”

The 1000 Fred dolls were produced and paid for and every guest to Fred’s 60th birthday party received a Fred doll.

Unfortunately that’s where the party ended for both Fred’s and Hugo’s companies, with their companies both entering liquidation the following year.

Sad but true.

Skip forward 20 years to today, and Hugo Stevenson is the CEO of CUTESY, the company behind the Little Corgi Cuties property being presented at this year’s Australian Toy Fair and Fred Gaffney is a (still-to-be-paid) consultant to Hugo Stevenson responsible for recommending to him licensing agents to represent Corgi Cuties around the world.

Apples, both bad and good, don’t fall far from the tree.

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In a wide universe of toys, choosing the right ones for your store can feel overwhelming.

At Johnco, we believe toys should be fun while also sparking curiosity, building confidence and helping kids develop skills they’ll carry with them for life – like problem-solving, critical thinking and resilience.

That’s why we champion hands-on, educational toys that encourage kids to explore, experiment and discover how the world around them works.

Together with our retail partners, we’re on a shared journey to help young minds take flight and support meaningful learning through play.

We bring this vision to life by partnering with award-winning toy brands from around the world and landing them in retail stores across Australia and New Zealand – from independent boutiques to multi-store chains.

With a long-term view and sustainable growth in mind, we work to build strong foundations that support retail success and inspire the next generation of innovators. Find us at Toy Fair! Stand J17

HOW CAN WE SUPPORT YOUR BUSINESS

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At Johnco, we work closely with our retail partners to make sourcing, ordering and selling great toys as easy as possible. From your first order and beyond, our team is here to support you every step of the way with helpful advice, reliable logistics and friendly, responsive service.

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Extensive product range across a variety of categories

User-friendly wholesale website for easy 24/7 ordering

Tailored onboarding support to guide you through your first order with ease

Fast and reliable shipping, with orders dispatched within 24–48 hours

Proactive customer service offering friendly and responsive support

Low minimum opening orders to suit retailers of all sizes

Solid stock availability, with backorder options and restock notifications

Dedicated sales agent or account manager for ongoing support

Exclusive access to monthly specials, promotions and event-based deals

OUR MARKETING INITIATIVES

We power our brands with marketing campaigns to help them take off in your store. From PR and influencer programs to creative window displays and in-store merchandising, our focus is on building awareness, driving engagement and delivering meaningful results at retail.

206mm x 297mm

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JOHNCO is our own brand of educational toys – from robotics and solar gadgets to DIY kits and dinosaurs –designed to spark imagination and hands-on discovery.

CRYSTAL GROWING KITS

4M ignites curiosity through interactive science, robotics and art & craft kits – blending fun with learning to develop problem-solving and critical thinking skills.

208mm x 297mm

MAGNA-TILES® is the original magnetic tile brand, offering open-ended and themed sets that boost creativity and introduce STEM concepts through endless building fun.

ASSORTED 100-PIECE TUBES

90-PIECE RAIL RACERS DELUXE

MICROMAGS 26-PIECE TRAVEL SET

25-PIECE CASTLE

STICKIKUBES features reusable building blocks that stick together, encouraging creative construction, experimentation and mess-free play through simple connections.

PLUS-PLUS fuels imaginative play with one simple shape, helping kids build 2D and 3D creations while developing focus, fine motor skills and spatial thinking.

PAGE 5

208mm x 297mm

DANTOY makes sustainable outdoor toys – from beach to garden – using recycled and responsibly sourced materials to spark imaginative play and eco-awareness.

DIY CROCHET KEYCHAINS

CLASSIC WORLD designs timeless wooden toys that nurture imagination, foster creativity and support safe, meaningful play for curious, growing minds.

CLEMMY offers soft, sensory-rich toys designed to support early development – encouraging tactile exploration and creativity through gentle, engaging play.

SENSORY BUCKET

AVENIR hands-on craft kits – including sewing, crochet and scratch art – empower kids to explore creativity, express themselves and build confidence through play.

Almost there!

6 206mm x 297mm

MIEREDU is an educational toy brand loved for its learning-first approach, featuring thoughtfully designed toys that build skills in problem-solving, literacy, logic and science.

VERNEY is Johnco’s very own toy brand, focused on introducing fun, safe and engaging toys for everyday play, including sensory items, activity sets and more traditional toys with proven play patterns.

BESITOS is a design-led plush toy brand featuring delightfully unique, characterful designs with premium finishes, perfect for gifting and meaningful moments.

ONE LOVE is a plush toy brand creating irresistibly huggable companions that comfort and delight, crafted from ultra-soft, recycled fabrics.

Hobbyco

90 Years at the Heart of Australia’s Hobby & Toy Culture

For ninety years, Hobbyco has occupied a rare and respected position in Australian retail. Not simply as a store, but as a custodian of hobby culture — a place where passion, expertise and community have been passed from one generation to the next.

Founded in 1935 by Robert Lowe as a small woodworking and model-making business in Chatswood, Hobbyco began with a simple but enduring belief: that hobbies matter. Operating initially as The Model Flying Company, the business produced balsa wood aircraft kits under the K-DEE name, serving a growing community of builders and aviation enthusiasts.

In an era long before experiential retail became a catchphrase, Hobbyco understood that model making, collecting, building and play were not just pastimes, but lifelong pursuits that foster creativity, skill and connection. That belief has carried the business through nine decades of extraordinary social, economic and retail change.

Across wars, recessions, booms, technological revolutions and shifting consumer behaviour, Hobbyco has remained a constant, evolving when required, yet never losing sight of its specialist roots. From early foundations in traditional hobbies through to the rise of collectables, licensed products and deeply engaged enthusiast communities, the business has grown in step with its customers, never ahead of them and never detached from them.

This evolution has been supported by a diversified yet deeply connected business model. Alongside its retail presence, Hobbyco Imports (HIMP) has played a vital role in bringing global brands and exclusive products to the Australian market, strengthening supply, expertise and long-term partnerships. Events and community activations, from in-store demonstrations to large-scale fan and hobby gatherings, have further reinforced Hobbyco’s role not just as a retailer, but as a meeting place for shared passion.

At the core of Hobbyco’s longevity is stewardship, a careful balance of heritage, knowledge and responsibility.

Generational leadership has ensured values are passed down with intent, allowing the business to modernise without abandoning its identity. Digital channels, destination retail and community-led engagement have been embraced while maintaining the trust earned over decades.

As Hobbyco enters its tenth decade, this milestone is not simply a moment to look back. It is a reminder that relevance is earned through listening, adapting and remaining deeply connected to the people who share your passion. Few businesses reach ninety years. Fewer still do so with their purpose intact.

A 90-YEAR JOURNEY THROUGH AUSTRALIAN RETAIL HISTORY

1935–1940s | A Humble Beginning

Hobbyco began in Chatswood in 1935 as a woodworking and model-making business founded by Robert Lowe. Operating as The Model Flying Company, the business produced K-DEE balsa wood aircraft kits and served early aeromodelling enthusiasts. In 1938, the business relocated to George Street, expanding into Hornby, Lionel and early hobby supplies. In 1946, the company officially became Hobbyco Pty Ltd, reflecting a growing range beyond aviation models as post-war hobby demand surged.

1950s–1980s | The Golden Years of Hobbies

As hobby culture flourished, Hobbyco expanded into model trains, slot cars, crafts, radio control cars, planes & boats and plastic model kits and scale modelling. The business launched Australia’s first hobby mail-order

catalogue, extending its reach nationally. In 1986, the George Street flagship store opened, cementing Hobbyco’s reputation as a destination for collectors, builders and enthusiasts across the country.

1990s–2000s | A New Generation

The 1990s marked a new era of growth and category expansion. Hobbyco began importing Bandai GUNPLA in 1997 and was appointed the official Bandai distributor for Australia and New Zealand in 2001. New stores opened, including Rhodes and Macarthur Square, while the business deepened its commitment to supporting hobby communities both in-store and through the Hobbyco website, which launched in the year 2000.

2010s | Growing with the Community

Community engagement became central to Hobbyco’s identity.

The business hosted Australia’s first GUNPLA Expo in 2018, expanded workshops and collector meetups, and won Hobby Retailer of the Year in 2012. In 2015, Hobbyco celebrated 80 years, marking eight decades of continuous evolution alongside its customers.

2020s–2025 | Legacy Meets the Future

Entering its ninth decade, Hobbyco strengthened its online presence, expanded national event participation with partners such as Bandai Namco, opened the Liverpool store and relocated its head office. In 2025, Hobbyco celebrates 90 Years of Serious Fun, hosting Australia’s first THE GUNDAM BASE Pop-Up World Tour and appearing at major events including Avalon Airshow, SMASH! and Supanova Brisbane — honouring nine decades of hobbyists, collectors and builders.

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INTERVIEW: MIKE

WALL

Stewardship, Values & Ninety Years of Trust

Few leaders are entrusted with the stewardship of a business that spans nearly a century. For Mike Wall, guiding Hobbyco through its later decades has been both a responsibility and a privilege — one shaped by family values, deep industry knowledge and respect for the specialist retail model. As custodian of a 90-year-old business, Mike has overseen profound change in the hobby and toy landscape. From the rise of global brands and licensed categories to the transformation of retail environments and customer expectations, his leadership has focused on evolution without dilution, modernising the business while protecting the trust built over generations.

Central to Hobbyco’s longevity is the belief that expertise matters. Under Mike’s stewardship, the business has continued to invest in knowledge-led retail, staff capability and genuine customer engagement. In an era where convenience and speed often dominate, Hobbyco has remained committed to service, depth and community, qualities that have sustained it for nine decades.

Succession has never been about change for its own sake. Instead, it has been about resilience, relevance and continuity, ensuring the principles established in 1935 remain intact as the business moves forward. It is this balance of respect for the past and readiness for the future that continues to define Hobbyco today.

Working in close partnership with Chris Anson, General Manager, Dave and Chris represent a new phase of leadership at Hobbyco, one that blends family stewardship with experienced executive management.

INTERVIEW: DAVE WALL

Carrying a 90-Year

Legacy Forward

Stepping into a business with a ninety-year history carries a unique sense of responsibility. For Dave Wall, Director, the next chapter of Hobbyco is shaped by deep respect for heritage alongside a clear-eyed understanding of how specialist retail must evolve.

Working in close partnership with Chris Anson, General Manager, Dave and Chris represent a new phase of leadership at Hobbyco, one that blends family stewardship with experienced executive management. Together, they guide strategy and execution across digital growth, store performance and community engagement.

Dave recognises that today’s hobbyists discover brands differently, engage digitally and seek experiences as much as transactions. Innovation, in this context, is not about replacing what works, but about strengthening relevance while honouring the values that have defined Hobbyco since its earliest days.

Digital capability, omnichannel retail and community connection sit at the centre of this evolution. Physical stores remain vital destinations, places of expertise, inspiration and belonging, supported by technology that enhances access rather than diminishing experience.

Equally important is continuity. The lessons passed down through generations — patience, integrity, knowledge and respect for the customer — continue to inform decision-making as Hobbyco looks ahead. It is this balance of innovation and stewardship that positions the business strongly for its tenth decade.

As Hobbyco celebrates ninety years, the future is not viewed as a departure from the past, but as its natural extension, built on a foundation laid in 1935 and carried forward by leaders committed to ensuring the next generation of hobbyists feels just as connected as the last.

Visit Hobbyco at Toy Fair in Melbourne at stand I06 to congratulate them on their 90th Anniversary and see their range!

Executive Pulse

With Luke Hartwell | ZURU Toys

What has fundamentally changed in how you assess opportunity today versus three years ago?

At ZURU, we’re constantly evaluating data, social media and content. We have dedicated teams who spend their entire day monitoring and attempting to predict the next trend and how we can capitalise. This has been a considerable change, and the importance of this engine only intensifies with how quickly consumers and trends can shift. Simply, 3—5+ years ago, businesses didn’t have dedicated teams, maybe a person, not entire teams, or Tik-Tok Officers, and now these teams play a critical role in areas such as New Product Development.

With retail so concentrated, where do you now see genuine leverage—product, brand, relationships, or execution?

Not to sit on the fence, but all these pieces of the puzzle are critical. They go hand in hand. Relationships have, and will always be imperative, and these are built on trust and credibility, which takes time. Trust is incredibly difficult to gain and easy to lose; we chase our wins but are accountable and address our learns with our partners. At ZURU, from a brand / product perspective we’re relentless in our approach to providing solutions at a category / brand / product level and then how we elevate our execution. We test, we learn, we review data and we double down or we pivot.

What’s the one thing suppliers consistently underestimate about working with major retailers today?

I can’t speak for other suppliers, from our perspective, we always focus on the solution we’re providing our partner. Retailers see 1,000s of products yearly and are bound to KPIs and objectives (as we all are), we ensure we understand their strategy and objectives and build / tailor recommendations to provide purposeful solutions. It’s a balance of push and pull, and our goal is to become trusted advisors and to ensure we set ourselves up for collective success.

Are we in a defensive cycle, or the early stages of a new growth model for the industry?

Being an optimist, we’re in a growth cycle, though the growth may look different to what it has in the past. With kidult now equating to >20% of global Toy Sales, the blind box craze, Popmart phenomenon, it’s evident where the growth is coming from and naturally some traditional categories are more challenged, currently.

Diversifying retail channels and E-Commerce, which whilst still developing in Australia (in comparison to other major markets) is a considerable opportunity with increased adoption and speed of delivery to the end-consumer.

“Relationships have, and will always be imperative, and these are built on trust and credibility, which takes time.”

—

Luke Hartwell

Looking ahead 3–5 years, what capability will most clearly separate winners from survivors?

Speed is king. Competition is fierce and physical retailers don’t have elastic walls. Those that identify trends, understand the opportunity, and are able to execute, at pace, will win. This is a core principle for us at ZURU and is an area we’re always focusing on and fine tuning.

Executive Pulse: Private Company Perspectives

The playbook has changed. Retail is concentrated, margins are tighter, and risk sits earlier in the cycle. So how are serious operators actually making decisions right now? For this Melbourne Toy Fair edition, senior leaders from privately owned businesses speak plainly about leverage, discipline, and what will separate winners from survivors in the next phase.

Toy Industry Transformation

How Adults Became the Toy Industry's Largest Growth Engine

My friends have always called me “friki” (in Spanish), “geek” or “nerd” (in English), I’ve always collected toys, Star Wars and Marvel action figures, comics, … and now art toys as well ☺

Well... it seems there are many frikis nowadays...

The toy industry is experiencing a historic transformation that few industry observers have fully grasped. For the first time, adults purchasing toys for themselves have surpassed children as the dominant toy-buying / consumer demographic. This isn't a niche trend or seasonal anomaly—it's a structural shift reshaping how the world's largest toy companies think about their business.

Just to throw some basic numbers, adults 18+ now represent around 28-34% of global toy sales and account for roughly 60% of total market dollar growth, despite comprising only 25% of toy buyers. In the first half of 2025 alone, adult toy sales grew 18% year-over-year. For context, children's toy sales grew only 1%. This reflects a fundamental change in who controls toy industry economics.

Kids’ sales are kind of flat. Adults’ sales are booming.

The Convergence of Four Growth Drivers

This demographic revolution it's the result of four big trends that have created the perfect conditions for adult toy consumption to boom.

1. Collectibles have gone from “nice” to “want”

Collectible toys used to be a corner of the market; now they’re one of its engines.

Blind boxes, vinyl figures, Die-Cast Vehicles, limited runs, chase variants – adults are obsessed. Brands like Pop Mart, Hot Toys, 52 Toys, …have turned mystery figures into a lifestyle, with fans lining up, trading, and hunting down specific designs like they’re sneakers. The product isn’t just a toy, it’s a flex, a fandom badge, and a little hit of dopamine every time you open one.

And honestly, the business model is brilliant: You don’t know what you’re getting, you want the rare ones, and you definitely “need” the full set. That’s not a toy; that’s a carefully engineered habit loop. Even myself have ended getting a couple of full sets of PopMart’s to be able to complete the collection.

2. Trading cards: from binder to “asset class”

Trading cards are no longer just in a shoebox under the bed. The modern trading card world looks more like a financial market than a playground. Pokémon, sports cards, anime TCGs – adults are buying, grading, trading, and treating high-end cards like alternative investments. There are grading services, digital marketplaces, even blockchain-verified cards.

You’ve got people in their 30s and 40s finally able to afford the cards they dreamed of as kids… and now willing to drop serious money on them. That childhood “one day I’ll get that card” is finally here – with a credit card attached.

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3. Licensing is the new infrastructure

If it’s big in entertainment, it’s big in toys.

The biggest growth is clustering around licensed products: Marvel, Star Wars, Disney, Harry Potter, anime, gaming IP, viral characters. It’s not just “a toy,” it’s that character from that universe that you’ve lived with for 10, 20, 30 years.

Adults aren’t just buying “a figure”; they’re buying a piece of a story they’re emotionally invested in. That’s a very different level of attachment than a random generic toy on a shelf.

And studios know it. Toy companies know it. That’s why we see collector-grade figures, display-worthy packaging, numbered editions, and collabs dropping like streetwear. The line between toy aisle, pop culture, and collectible art is basically gone.

4. Nostalgia is now a business model

The pandemic accelerated a psychological reconnection with childhood. With extra cash and time during lockdowns a lot of adults went back to the things that made them feel happy as kids: LEGO, Pokémon, plush, action figures, card games. This was meant to be temporary comfort-seeking. Instead, it became a lasting lifestyle choice.

Now, people in their 30s and 40s are building LEGO sets on the weekend, hunting die-cast vehicles or Squishmallows , or unboxing figures on TikTok. Toys stopped being “for kids” and became a form of self-care, decoration, and self-expression.

What are adults actually buying?

I love to walk the aisles of retail stores and over the last three years what I am seeing is obvious:

• LEGO “18+” sets – Huge builds, black boxes, big price tags. These are basically design objects masquerading as toys.

• Plush and plush charms – Comfort, collectibility, and cute designs all in one. The line between “kid plush” and “adult anxiety pillow” is very blurry.

• Blind-box collectibles – Pop Mart and many others, designer toys, vinyl figures. You’re not “playing” with them, you’re curating them.

• Trading cards – Pokémon, sports, TCGs tied to anime and games. Binders now look like portfolios.

• Action figures and statues – Highly detailed, often display-only, aimed squarely at fans who know the lore. (I love my Hot Toys and SH FigureArts).

• Die-cast Vehicles – Hot Wheels, Tomica, Majorette, Burago, premium 1:64s, 1:24 and 1:18 collector lines. These aren’t just “little cars” anymore, they’re mini design objects. Adult collectors are chasing limited runs, special finishes, movie cars, …

• Board games – Not just family games, but strategy titles, big boxes, and hobby games that live on Kallax shelves and in game nights.

If it can sit on a shelf, hold value, photograph nicely, and spark conversation on social media, adults are in.

Asia is not just joining in – it’s leading

One important twist: this isn’t just a Western phenomenon.

In China and across Asia, collectible culture has exploded. Blind-box retail, IP-driven designer toys, and highly shareable characters are everywhere. Young adults line up at malls to pull mystery figures, then trade them right outside the store. Cities are full of pop-up stores and photo-friendly installations built around these brands.

Where Western markets are rediscovering nostalgia, Asian markets are building new collectible IP in real time.

What this all means for the toy industry

To me the big picture is pretty simple:

• Kids keep the category alive.

• Adults are pushing it forward.

The old mental model – “toys are for children” – is done. The companies winning right now are the ones treating adults as a core audience, not a side hustle.

That means:

• Designing with display in mind, not just play.

• Pricing for premium, not pocket money.

• Building fandoms, not just selling SKUs.

• Thinking in seasons, drops, and collabs, not just Christmas and birthdays.

Toys haven’t stopped being fun. They’ve stopped being only for kids.

For toy companies, the lesson is unambiguous: the future of the industry belongs to those who can serve adults authentically. This requires premium product positioning, influencerdriven community-building, limited-edition scarcity mechanics, and integration with IP and entertainment franchises.

If anything, the toy industry has finally caught up to what a lot of us adults quietly knew all along: growing up doesn’t mean you stop playing. It just means your toys get more expensive and your shelves get fuller!

With keychain

Executive Pulse

With Paula Opfer | AXIS Toys

What has fundamentally changed in how you assess opportunity today versus three years ago?

Three years ago, we measured opportunity by how many gaps we could potentially fill on the shelf, how far we could stretch the range, and how broad the brand could go. Fast forward to today, and it’s a much tighter, retailer-first assessment. Now we look at how quickly we can sell-through, how durable the margin is, and whether the range will get replenished— long-term brand ambition comes after that. Retailers are holding less stock, turning it faster, and they just can’t entertain slow movers. Shelf space is even more competitive thanks to OEMs, private label, and vertical brands, and a weaker dollar just piles on cost pressure. For wholesalers like us, it’s not about getting as much range in as possible—it’s about making sure what’s there actually performs. Brands must show they’re relevant from day one.

With retail so concentrated, where do you now see genuine leverage: product, brand, relationships, or execution?

Real leverage now comes from execution, built on solid product basics. Relationships still count, but they can’t cover for results that aren’t there. Retailers need to move stock and protect cash flow, so they’re all about outcomes. Brand awareness is nice, but if it doesn’t move the needle on sellthrough, it’s not much use. In wholesale, what counts is a range that’s easy to buy, easy to put on shelf, and simple to keep in stock. Clear pricing, great presentation, and marketing that drives demand matter way more than old-school brand equity.

What’s the one thing suppliers consistently underestimate about working with independents today?

Suppliers often miss how tight things are for independents—time, cash, and headspace are all in short supply. Most store owners are juggling staff shortages, higher costs, and softer sales, all while working the shop floor themselves. They don’t have time for complicated ranges or wishy-washy value props. What matters is whether a product is relevant to their local customers, sells fast, and keeps things simple. If your product earns its spot and you help them trade smarter, so their time is respected, you’ve got a better chance of getting prioritised!

Are we in a defensive cycle, or the early stages of a new growth model for the industry?

Right now, the industry is in a defensive cycle—everyone’s focused on risk, cash flow, and protecting margin. But there’s a silver lining: we’re getting back to basics. More active selling, sharper range strategies, and better account management are driving results. Growth isn’t about expanding for the sake of it; it’s coming from doing the fundamentals well and executing efficiently.

“Real

leverage now comes from execution, built on solid product basics. Relationships still count, but they can’t cover for results that aren’t there.”

— Paula Opfer

Looking ahead 3–5 years, what capability will most clearly separate winners from survivors?

The real separator will be who can spot where demand’s heading—before it’s obvious. Lovely crystal-ball stuff to provide a clear focus and direction. The best wholesalers will blend smart range management, data, and trend analysis (including what’s happening in other markets) to guide their buying. They’ll invest in marketing focused on creating demand rather than discount-led strategies and launch new lines with real clarity and consistency.

Executive Pulse: Private Company Perspectives

The playbook has changed. Retail is concentrated, margins are tighter, and risk sits earlier in the cycle. So how are serious operators actually making decisions right now? For this Melbourne Toy Fair edition, senior leaders from privately owned businesses speak plainly about leverage, discipline, and what will separate winners from survivors in the next phase.

Home to trusted and loved preschool brands

ABC Commercial welcomes expressions of interest from businesses looking to explore retail partnerships and premium licensing opportunities across its vibrant portfolio of ABC Kids brands.

Contact Wendy De Thame dethame.wendy@abc.net.au abc.net.au/shop

Enduring love for an evergreen brand

Family brand drives strong expansion

A proven spin-off with strong family appeal, Gardening Australia Junior continues to scale across screen, audio and retail.

Season 3 launched on ABC Kids in 2026, alongside Season 2 of the podcast, supported by an expanding consumer products range.

Includes a new puzzle line from BMS BRANDS and kids’ apparel available through the ABC Merch Store.

Riding the global nostalgia wave, the demand for this delightful brand shows no signs of flagging.

GOLDIE & ACE has brought back its most-loved pieces by popular demand, while Canadian retailer RETROKID launched a feel-good range for the inner child.

Momentum continues into 2026, with discussions underway with a major retailer, new additions to the ABC Merch Store, and the ever-popular cuddly plush from JASNOR.

Celebrating 60 years of the joy of play

Celebrations kicked off with ABC’s annual New Year’s Eve concert, and a range of new products in AUSTRALIA POST stores.

New partners BONDS, ULTIMATUM, TARA TREASURES, ACMI and GOLDIE & ACE join our fantastic long term licensees including JASNOR and SCHOLASTIC.

If you’re an interested retailer or licensee, please get in touch and join in the fun.

ABC Kids’ top rating show joins the family

SCHOLASTIC has picked up the novelty publishing rights, and ABC Commercial is in discussions with additional retailers to launch new product ranges in 2026.

William Valentine

William Valentine Unveils 2026 Collection

NeeDoh

Finding moments of Calm amidst Chaos

In today’s fast-paced world where mental health awareness is rising rapidly, NeeDoh, produced by Schylling is the sensory and fidget leader. Every stretch, squeeze or squish is groovy bliss at home, work and play. It’s the ultimate feelgood fun for kids, teens and adults.

Celebrities and some of the world’s largest influencers continue to drive NeeDoh’s success on socials. To date the NeeDoh hashtag has amassed over 250 million views on TikTok alone; with over 150K devoted brand ambassadors.

NeeDoh continues to innovate with new designs, fillings, and textures that fans love! With over 25 NEW NeeDoh styles in 2026, the vibrant line up includes Jelly Squish, Nice-Sicle, Nice-Cream Cone and Super Giant Fuzz Ball. The best-selling “Nice Cube” has expanded to include a Multi-pack of the Teenie size; a “Candy Swirl” special edition for Christmas release, a XL Nice Berg with Glitter & Glow features. A broad range of seasonal items to celebrate Easter, Halloween and Christmas is also available.

To date the NeeDoh hashtag has amassed over 250 million views on TikTok alone; with over 150K devoted brand ambassadors.

William Valentine welcomes Rainbow Loom® including a Care Bears collab

“Rainbow Loom® is a category leader in the craft and toy aisles, dominating rubber band crafting and jewellery-making with its innovation, brand strength, and passionate global community. Rainbow Loom® has inspired millions of children and adults to craft bracelets, charms, and wearable art using its iconic pegboard loom and colourful elastic bands.

In 2026 Rainbow Loom® will launch a captivating collection of co-branded products featuring the beloved Care Bears characters. This collaboration will offer fans a unique opportunity to create their own Care Bearsinspired jewellry and crafts using beads & charms.This partnership between Cloudco Entertainment and Rainbow Loom® exemplifies their shared commitment to providing fans with high-quality and engaging products that promote imagination, creativity, and the core values of sharing, caring, and kindness.

ZiNG Toys debuts ROPEBOT Stuck on Fun!

With 8 characters to collect in the first series, they have funky hair with fully poseable “rope” bodies. Suction cup hands and feet allow kids to connect them together, and Stik ‘em everywhere!

Curious Universe

Made for Kids Who Love to Create

Calling all stationery PEN-thusiasts – Pen Maker Magic is coming to Australia from June 2026!

Mix ’n’ match adorable pen pals, beads, charms, trinkets and magic gel to create your own unique pen designs to swap and share with your friends.

Start by mixing and matching your favourite trinkets and charms, fill your pen with your custom combo. Finish it off with a cute, collectible topper - and just like that, you’ve created your own magic pen masterpiece!

Pen Maker Magic is designed especially for kids aged 6+ with big imaginations, bold personalities and a flair for creativity. These kids want more than just a pen - they want an experience! From kawaii cuties to magical unicorns, our trend-led designs keep kids excited and engaged with styles they love.

Keycraft goes Jumbo!

Keycraft supersizes your favourite foods and animals including a Jumbo Burger, Banana, Poptart, Croissant, Duck or Capybara… and wait for it, a Corgi Butt! Designed for squeezing, stretching, and squishing, the Jumbo Squish range is sure to provide lots of sensory enjoyment. Perfect for stress relief or simple sensory play, irresistibly soft, slowrising, and packed with appeal it's a standout addition to any toy display.

MJM Australia

Thirty Years of Leadership, Built for the Long Game

In an industry defined by rapid change, short licence cycles and constant reinvention, longevity is never accidental. For more than 30 years, MJM Australia has remained a consistent and trusted presence in the Australian toy market—particularly in the highly competitive licensed games and puzzles category. At the centre of that story are brothers Jacques and Marcel Levy, whose leadership has shaped MJM into the business it is today.

While the Levy family’s connection to the toy industry stretches back more than 60 years, the current chapter of MJM is very much a modern leadership story. Jacques and Marcel have been running the business for three decades, guiding it through profound shifts in retail, licensing and consumer behaviour. This is not a business sustained by nostalgia, but one built on clarity of purpose and a disciplined understanding of what makes licensed product succeed at shelf.

Licensed games and puzzles occupy a unique space within the toy industry. They demand a careful balance between brand integrity, play value and commercial realism. MJM has carved out its position by understanding that a licence alone does not guarantee success— execution does. From brand selection to product development and retailer alignment, the company has consistently demonstrated an ability to translate popular properties into products that families actually want to play with.

Licensed games and puzzles occupy a unique space within the toy industry. They demand a careful balance between brand integrity, play value and commercial realism.

That consistency has become one of MJM’s defining strengths. Over time, Jacques and Marcel have built deep, trusted relationships with licensors and retail partners alike, grounded in reliability and long-term thinking. In a category where trends can spike and disappear quickly, MJM’s measured approach has allowed the business to navigate both boom periods and market contractions without losing its footing.

Thirty years at the helm has also given the brothers a rare perspective on the cyclical nature of the toy business. They have seen retail formats rise, consolidate and reinvent themselves. They have worked through shifts in consumer expectations, price sensitivity and the growing importance of brand authenticity. Rather than chasing every new trend, MJM has focused on doing fewer things well—remaining selective, agile and commercially grounded.

The Levy family heritage does play a role in this mindset. With roots tracing back to the 1960s, there is a deep, inherited respect for product

and play at the core of the business. That DNA, however, has not limited MJM’s evolution. Instead, it has provided a stable foundation from which Jacques and Marcel have modernised the business, ensuring it remains relevant to today’s market realities while retaining the values that underpin long-term partnerships.

As the licensed games and puzzles category continues to evolve, MJM’s story is increasingly one of quiet leadership. It is about showing up consistently, understanding the mechanics of both brands and retail, and making smart decisions that support sustainable growth rather than short-term wins.

In an industry that often celebrates the next big thing, MJM Australia stands as a reminder that endurance, relevance and trust are built over time. After 30 years of leadership from Jacques and Marcel Levy, the business is not resting on its history—it is actively shaping its future. And in today’s toy landscape, that may be the most valuable success of all.

All Brands Toys Appointed for Meccano To Debut Partnership at Melbourne Toy Fair

All Brands Toys, a leading toy and game distributor, is proud to announce that it has been appointed as the new exclusive distributor of Meccano by Addo Play Ltd. for Australian and New Zealand markets, effective from Autumn Winter 2026.

This new partnership marks a significant milestone for both companies, bringing together Meccano’s globally recognised engineering heritage with All Brands Toys’ strong distribution network and retail expertise across the region.

The collaboration will make its first official public appearance at Melbourne Toy Fair (1st–4th March) at the Melbourne Convention and Exhibition Centre. Here, All Brands Toys will showcase the first wave of the Meccano portfolio, offering retailers, media, and industry partners an early look at the brand’s forthcoming AW26 refresh.

A highlight of the showcase will be the Meccano Pro x Aston Martin Aramco Formula One™ car, the hero item anchoring Meccano’s new premium “Meccano Pro” category.

This highly detailed 1/8 scale model, inspired by the AMR25, combines Meccano’s renowned engineering system with the performancedriven design and technical excellence associated with Aston Martin Aramco. The set is manufactured by Addo Play and will be distributed locally by All Brands Toys.

The Meccano Pro range is one of several new segments launching as part of Addo Play’s Meccano’s brand refresh for AW26, all of which will be on display at Melbourne Toy Fair as All Brands Toys introduces the next era of Meccano to the region.

“Meccano is one of the most iconic construction brands in the world, and we’re incredibly proud to be bringing the next chapter of the brand to retailers across Australia and the New Zealand markets,” said Darren Hunter, CEO of All Brands Toys. “This partnership reflects our commitment to growing brands with strong heritage, innovation, and longterm value for our retail partners.”

“This brand refresh marks a significant step forward for Meccano, expanding its appeal across multiple age groups and skill levels while staying true to its engineering DNA,” said Dave Martin & Mary Price, Cofounders of Addo Play. “With All Brands Toys as our distribution partner, we’re well positioned to deliver a stronger, more dynamic Meccano presence in the region.”

Executive Pulse

With Sue Brennan | Divisible By Zero

What has fundamentally changed in how you assess opportunity today versus three years ago?

Compared to three years ago, increasingly we’re seeing product success being driven by the influence of societal changes and trends. Both consumers and retailers are more concerned with climate change and the environmental footprint of products, which is impacting packaging choices but can also be seen in a greater emphasis on ‘heirloom’ products that will have a longer lifespan.

We’re also seeing industry-wide changes in how suppliers and wholesalers engage. During the pandemic there was much more digital engagement and more sophisticated virtual product guides. With in-person fairs well and truly back, now it’s about finding the right balance between the wealth of digital information available on fair participants, and the importance of seeing things in-person and having the opportunity to touch, feel and play with products.

With retail so concentrated, where do you now see genuine leverage—product, brand, relationships, or execution?

I see product, brand, relationships and execution as all being important. Having the right products - including identifying exciting new products - is foundational to our industry. The execution side of things – making sure customers know about our products and can get access to them without friction in the ordering process – is also critical.

“I see product, brand, relationships and execution as all being important.”

— Sue Brennan

But brand and relationships can sometimes streamline things – when a long-term supplier who’s delivered great products in the past has something new, I’m already onboard because of my trust in their ideas, and I know my customers will trust the brand and be interested in this product.

What’s the one thing suppliers consistently underestimate about working with independent retailers today?

At Divisible by Zero we work predominantly with independent retailers, many of whom are owner-operators with industry experience and very high product knowledge. One element that I think can sometimes be underestimated is the depth of understanding these retailers also have about the demographics of their customer base, which can vary significantly from store to store. I’ve often found myself surprised that a customer doesn’t want a particular popular product, but ultimately, they know what their customers’ priorities and price points are much better than we do.

Are we in a defensive cycle, or the early stages of a new growth model for the industry?

There will always be some growth in our industry. There are always going to be toddlers, and children’s birthday parties. During points in the cycle when consumers are more price sensitive, they might go for lower cost items or invest in products with a longer lifespan.

We’ve also seen growing interest in openended products that are fuelled by a child’s creativity and can be played with myriad different ways – because in addition to supporting development, for consumers, they’re getting more for their money.

Sue Brennan is the founding owner of Divisible By Zero. With 30 years of experience, she runs an impressive Independent Toy business that has delivered exceptional performance over an extended period.

Looking ahead 3–5 years, what capability will most clearly separate winners from survivors?

The ability to select products will continue to be the key capability differentiator. Identifying what will perform in market is a combination of experience and industry expertise, as well as an in-depth understanding of our customers, end consumers, current trends, and different pricing models.

If you can spot great product, this will support brand building, relationships, and distribution channels. If the product isn’t right, it’s a non-starter.

Executive Pulse: Private Company Perspectives

The playbook has changed. Retail is concentrated, margins are tighter, and risk sits earlier in the cycle. So how are serious operators actually making decisions right now? For this Melbourne Toy Fair edition, senior leaders from privately owned businesses speak plainly about leverage, discipline, and what will separate winners from survivors in the next phase.

Epic Distribution x Boox2U

Where Play, Creativity and Stories Come Together

What began as a dedicated book, puzzle, and craft distribution business has undergone a transformative evolution! While these core product categories remain central to our identity, Boox2U has strategically expanded its portfolio to become a comprehensive and well-rounded supply solution for modern retailers.

STRATEGIC GROWTH AND BRAND EXPANSION

Over the past 24 months, Boox2U has significantly enhanced its offerings and market presence, demonstrating a commitment to dynamic growth and innovation:

• New Brand Launches: Successfully introducing exciting new lines, including Budeez.

• Key Brand Expansion: Deepening our commitment to highdemand existing brands such as iM.Master, KOCO, Picasso Tiles, Cubic Fun and Mystery Ballerz.

• Exclusive Licensing Success: Securing a landmark license deal with Holden, alongside releasing specialist products like the W-Class Tram and the comprehensive National Geographic range by Cubic Fun.

• Industry Presence: Showcasing our expanding portfolio at major industry events, including the Toy Fair, Gift Fair, Sydney Mid Year, and New Zealand Toy Fair.

UPSET DUCK

Including the Care Bears™ License! Capitalizing on the global blind box phenomenon, Upset Duck introduces a highly collectible concept supported by the beloved Care Bears™ license.

THE EPIC DISTRIBUTION COMMITMENT

Our company’s philosophy has always been clear: We range Great Products at Great Prices and provide Exceptional Service

Although Boox2U has been operating successfully for over a decade, the past two years have marked an exciting new chapter.

This includes the establishment of our own direct import program and, since September 2023, representing major brands across Australia and New Zealand (ANZ). This pivotal transition is driving our current evolution from Boox2U to the new identity, Epic Distribution.

We aspire to be recognized as a customer-focused distributor and a partner that is flexible and nimble enough to cater to the needs of our customer base, from the single-store operator to the largest national chain. We are committed to being involved and supporting your business every step of the way.

FEATURED NEW RANGES

Chop Shop

Premium Diecast — Done Better!

Chop Shop elevates the cast category with bold branding strong licensed partnerships and a growing assortment designed for collectors and enthusiasts alike.

Good Year Mock-Play Toys! Mock-Play Style Offer

The strength of this license is both widely regarded and well know - the mock-play style offer is going to a favourite for all kids!