In an increasingly crowded pre-school content landscape, it takes something genuinely distinctive to cut through.
Knee High Spies, does just that. It’s a unique liveaction Australian TV series where the true stars are the toys. Launched on ABC Kids and ABC iView in November, Knee High Spies invites young viewers to see the world from a fresh (and very small) perspective.
Knee High Spies brings toybox personalities to life in big and imaginative ways. Led by Jeremy Buttons, the brave and captivating teddy bear this cast of tiny-but-mighty heroes also includes Deena, the fearless toy dinosaur with a bold streak; Moss, the tech-savvy turtle always ready with a gadget-fix; and Squash, the plasticine wildcard who morphs into surprising objects and always has a solution. Together, they leap into action to protect their human family from the mischievous schemes of pet guinea pig, Silver Paw, turning an everyday family home and ordinary moments into thrilling spy missions filled with imagination, teamwork and gentle mystery. The result is a world where toys take centre stage that has quickly become a firm favourite with ABC Kids’ pre-school audience.
Since launch, Knee High Spies has delivered standout audience success across platforms, with ABC viewers consuming more than 36 million minutes of the series - the equivalent of an ex-
traordinary 69 years of viewing. The top-performing episode has 942,000 viewers across ABC TV channels and ABC iView combined, including a remarkable average audience per episode of 300,000 on ABC iView alone in just two months.
The Content Blue Print Season 1 comprises 20 action-packed, 12 minute episodes, each centring around a fun and engaging mission that blends curiosity, problem-solving and gentle mystery. Every episode opens with the catchy and fun theme song that kids are singing along to again and again. From “Mission Protect the Playhouse” and “Mission Good Doggy” to action-packed “Mission Domino Disaster” and “Mission Rocket Rescue”, each episode highlights the Knee High Spies tackling everyday challenges in creative, playful ways - proving that even the smallest heroes can make a big difference. The ABC series, produced by Werner Films – creators of the internationally acclaimed teen drama, Dance Academy and the international Netflix sensation, Surviving Summer as well as Goolagong and The Newsreader; alongside the Australian Children’s Television Foundation, Australia’s world renowned children’s media organisation known for iconic series like Round the Twist, Little Lunch and The Inbestigators, Knee High Spies is ripe for global licensing and merchandising partnerships.
“We’re thrilled to welcome Knee High Spies into the ACTF family. It’s a unique blend of playful storytelling and clever problem-solving that encourages children to slow down, look closely at the world around them and think things through — all while having fun.
It’s imaginative play at its best.We have been delighted by how quickly Australian pre-schoolers have embraced Jeremy, Deena, Squash and Moss, as well as how much they love our diva Silver Paw!” Bernadette Omahony, Head of Content, ACTF.
A strong marketing program is evolving in partnership with ABC to maximise Knee High Spies’ profile and reach across multiple platforms. Alongside promotion of the series on ABC Kids and ABC iView and prominence on all ABC Kids platforms, other key elements include targeted engagement through YouTube clips, social media content, and promotion via ABC Community and Parenting pages, all of which reach hundreds of thousands of pre-school viewers and parents each week. This multi-platform approach keeps the adventures of Jeremy, Deena, Moss and Squash front-of-mind with children and families, ensuring the brand continues to grow on screen while creating a strong foundation for consumer products and licensing opportunities.
Homegrown but with maximum global appeal, the Australian Children’s Television Foundation are seeking licence partners across key categories of publishing, toys and games, apparel, back-to-school and foodware.
Partnering with ABC Kids, Australia’s most trusted pre-school platform, Knee High Spies is well positioned to continue building on its success and awareness with families, educators, and retailers alike.
As the brand grows on screen, 2026 is set to be a pivotal year for expanding Knee High Spies into the consumer products space.
For further information contact: Claire.OConnor@ACTF.com.au
Co-Publisher Editor-in-Chief Francesca Ash francesca@totallicensing.com
Co-Publisher Jerry Wooldridge jerry@totallicensing.com
Editorial Director/ Editor
Rebecca Ash becky@totallicensing.com
Office Manager Helen Bowerman helen@totallicensing.com
Subscriptions and Circulation www.totallicensing.com
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Total Licensing Ltd
43 Vinehall Business Centre, Vinehall Road, Mountfield, Robertsbridge, East Sussex TN32 5JW England Tel: +44 1892 782220 www.totallicensing.com
Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp
If you’re wandering the Toy Fair floor looking for energy, excitement, and products people genuinely want to pick up and play, Stand K02 should be at the top of your list!
With a reputation for hot products, standout licenses, and games that fly off shelves, Winning Moves continues to prove they know exactly what today’s consumers are looking for, and this year’s lineup is packed with reasons to stop, stay, and play!
Winning Moves Australia has built a reputation for creating games that get picked up, opened, and played. Yes, they’re the exclusive manufacturer and distributor of Hasbro’s licensed games in Australia and New Zealand, including timeless favourites like Cluedo, Guess Who?, Yahtzee, and Monopoly.These classics remain an important part of the range, but what really elevates Winning Moves Australia is the incredible depth and variety that sits alongside them.
At the heart of that is the ever-popular Top Trumps brand. A proven favourite with families, kids, and collectors alike, Top Trumps continues to thrive thanks to its fast gameplay, collectability, and endless themes. From Top Trumps Classics, Specials, and Limited Editions to Top Trumps Match and Top Trumps
Quiz, these games are easy to learn, quick to play, and perfect for gifting or impulse purchases. They’re the kind of products that work just as well at home as they do on holidays, road trips, or school breaks.
One of the standout stars in the current range is the all-new Top Trumps Goddit! This clever, competitive game challenges players to think fast, spot patterns, and solve puzzles under pressure. Compact, modern, and seriously addictive, Goddit! is a great example of how Winning Moves keeps things fresh while still being accessible for all ages.
Another fan favourite is WHOT!, the classic card game that has been entertaining players for decades and continues to win over new audiences. Simple to pick up and endlessly replayable, WHOT! delivers loud, fast, family-friendly fun and is a staple for game nights everywhere. It’s proof that sometimes the simplest games really are the best.
Licensing is another major strength for Winning Moves Australia. Their strong relationships with Disney, Warner Bros., Universal, and other top-tier licensors allow them to transform iconic entertainment brands into games people genuinely want to own. This year’s new releases make
the most of those partnerships, with something for just about everyone.
Superhero fans can put their knowledge to the test with Marvel Trivial Pursuit, while animé lovers will be lining up for One Piece Monopoly, a must-have crossover for fans of the hugely popular franchise.Younger players and families will be drawn to the colourful fun of Toy Story Top Trumps, Toy Story Top Trumps Match, and Minions Guess Who? which combine fast gameplay with characters everyone knows and loves. Rounding out the range is a strong selection of World Football Stars games, celebrating the global passion for football and its star players!
What really sets Winning Moves apart is how playable and approachable their products are. These aren’t games that sit on shelves untouched — they’re designed to spark laughter, competition, and repeat play. From quick card games and puzzles to trivia, matching games, and licensed favourites, the range is built for real-world fun. With so much to see and play,Winning Moves at stand K02 is shaping up to be a must-visit destination at this year’s Toy Fair. Drop by, take a closer look at the latest releases, and experience firsthand why Winning Moves continues to be exactly that… a winning move for retailers and players alike.
Ms Moni is rapidly becoming one of Australia’s most recognised and trusted early learning entertainers, building momentum across digital media, music streaming, retail partnerships, and live family experiences.
Created by Brisbane-based husbandand-wife team Monica and Nelson Ferreira, the brand continues to demonstrate sustained growth, deep audience engagement, and readiness for long-term licensing partnerships. Since last year’s Melbourne Toy Fair, Ms Moni has entered a new phase of development. What began as a passion-driven content project rooted in music, language, and play has developed into a multi-platform IP reaching families at scale.
Today, the Ms Moni YouTube channel has grown to more than 270,000 subscribers and surpassed 150 million lifetime views. In total, audiences have now spent more than 2.1 billion minutes watching Ms Moni content, highlighting the scale of long-form engagement the brand continues to generate.
Importantly, this growth has been driven by consistent engagement rather than short-term spikes. Across Ms
Moni’s core English-speaking markets (United States, United Kingdom, Australia, Canada and New Zealand), average view duration now sits at approximately 16 minutes per view, reflecting strong retention and long-form viewing behaviour. With around 83% of watch time occurring on connected TVs, Ms Moni is positioned as a shared family viewing experience rather than short-form mobile content, reinforcing long-term audience loyalty.
Music as a Core Brand Driver Music streaming has also emerged as a major growth engine. Ms Moni’s music now reaches more than 210,000 monthly listeners on Spotify, representing approximately five times growth over the past year. On Spotify alone, the brand generated more than 16 million streams in the past 12 months, an increase of approximately 2.5 times compared to the previous year, with total lifetime streams across all platforms now exceeding 22 million. Two albums released during the past year have further strengthened music as a core pillar of the brand. Rather than acting purely as supplementary content, Ms Moni’s music has become a daily touchpoint for families, used during playtime, car rides, and bedtime routines.This consistent music engagement strengthens brand familiarity and repeat exposure, embedding Ms Moni
more deeply into everyday family life beyond screen-based viewing.
This continued digital and audio growth has been matched by a series of significant commercial and cultural milestones.
In 2025, Ms Moni signed with Scholastic A/NZ, releasing three children’s books on 1 December. All three titles sold out on Amazon on launch day and have since gone to reprint twice, highlighting strong ongoing retail demand and sustained interest beyond the initial month of release.
The brand also entered into a licensing partnership with Tonies ANZ, with a Creative Tonie pre-loaded with Ms Moni music and storytelling content scheduled for retail release in March 2026. This collaboration marks a strategic expansion into interactive audio storytelling and screen-free play, introducing Ms Moni into a fast-growing product category that aligns closely with its educational positioning and music-led learning approach. Industry recognition has continued
alongside this commercial expansion.
Ms Moni received the Family Choice Award at the Australian Children’s Music Awards for the second consecutive year, reinforcing the brand’s credibility and trust among parents, carers, and educators.
Ms Moni has also become a familiar presence on ABC Kids Listen, appearing as a guest DJ on Bangers and Mashups, with songs now regularly featured on ABC Kids radio. These broadcast placements further position the brand within Australia’s most trusted children’s media ecosystem.
Live location based experiences are also playing an increasingly important role in strengthening emotional connection with audiences.
In January 2026, Ms Moni hosted the first major meet-and-greet event of the year at Earlville Shopping Town in Cairns, attracting more than 600 attendees. The event included a book signing in collaboration with Big W and Scholastic, combined with an exclusive premiere screening of a previously unreleased Ms Moni episode at Event Cinemas, which filled an entire cinema session.
This multi-part activation demonstrated the brand’s ability to drive in-person attendance while supporting retail, publishing, and entertainment partners through coordinated campaigns. Families travelled from surrounding regions to attend, highlighting strong offline demand and growing appetite for real-world Ms Moni experiences.
Behind the scenes, Monica & Nelson are heavily invested in building strong intellectual property foundations.
Ms Moni is creating the assets required to support a licensing program across multiple product categories, with a growing library of proprietary visual assets, including thousands of photographic materials and line-art illustrations.
This expanding asset base provides partners with consistent brand representation while enabling scalable product development across retail, publishing, and educational formats.
New trademark registrations across Australia, the United States, and the United Kingdom reflect a clear commitment to long-term brand protection and international scalability.
The introduction of Kookie the Kookaburra as a supporting character in Ms Moni YouTube videos will further expand the Ms Moni identity, opening additional opportunities for storytelling, content development, and licensed products.
Looking ahead, Ms Moni is seeking strategic licensing partners to bring the brand into physical product categories that align naturally with its educational and play-based positioning.
Priority areas include the development of a Ms Moni plush doll and interactive educational toy products designed to support early learning through music, movement, and imaginative play.
Apparel also represents a strong opportunity for brand extension, particularly through the introduction of a Ms Moni costume and branded children’s clothing that allows families to bring the on-screen experience into real-world play and dress-up.
These categories reflect ongoing audience demand and provide opportunities for high-engagement retail products that strengthen brand visibility beyond digital platforms.
Alongside product expansion, the brand is planning further live experiences, including additional meet-andgreet events and cinema screenings
across key Australian markets, while continuing to invest in content and music production with two new album releases scheduled for 2026.
With a strong domestic foundation and a rapidly growing international audience, Ms Moni is well positioned to scale thoughtfully through long-term licensing partnerships that prioritise quality, educational value, and brand consistency.
While Australia remains Ms Moni’s creative home and primary market, international audience growth continues to build steadily across key English-speaking territories. This expanding global footprint strengthens long-term licensing potential while retaining the brand’s distinctly Australian voice, values, and educational focus.
At its heart, Ms Moni remains guided by the same mission that shaped its early success: to support joyful learning through music, play, and meaningful connection. Combined with proven performance, sustained audience engagement, and growing commercial partnerships, Ms Moni is now entering its next phase of brand expansion as one of Australia’s most exciting early learning IPs.
For partnership enquiries, please contact:
Grahame Grassby grahame@ stellaprojects.com
It’s been just over 15 years since Scholastic Australia officially dipped its toe into the fast-moving waters of licensed publishing; a part of their business that has expanded swiftly and significantly. What started as a handful of small, limited deals is now 35% of their overall business, with no signs of slowing down.
Specialising in bringing international licensed content to the local market, Scholastic Australia began picking up titles from their US parent company, printing small quantities with international co-editions, and dabbling in simple activity formats. But as opportunities grew, so did the team and their ability to originate truly local content.
“It’s incredible to think that we’ve gone from a couple of people to a team of 20 plus, creating almost 90% of our titles,” explains Lachlan Flynn, General Manager of Publishing and Licensing.
Scholastic Australia is now the proud licensed publishing partner for iconic, globally lauded entertainment and toy brands such as Disney, Marvel, Mattel, Universal, DreamWorks, Hasbro, Pokemon, Sega, Paramount, Warner Bros and more. While this impressive line-up of licensors has a plethora of incredible content to bring to life in books for Aussie kids, Scholastic is thrilled to partner with local brands to build premium publishing ranges that celebrate milestones, anniversaries, special events and new content.
In 2026, Play School celebrates 60 years of entertaining, delighting, inspiring and educating Aussie kids. This milestone marks one of the ABC Commercial’s biggest licensing programs to date, including new novelty formats from Scholastic Australia. Their Play School publishing range aims to showcase the creativity, learning and playfulness of the show; creating fun activities for little learners and celebratory nostalgia for the grown-ups that grew up with Big Ted, Jemima and co.
This is in addition to Scholastic’s popular multi-property ABC Kids activity range, featuring fan favourites Bananas in Pyjamas, Kangaroo Beach and Gardening Australia Jnr.
As one of the first licensed publishing deals Scholastic Australia signed, May Gibbs is a treasured brand in the team’s portfolio. Originally granted rights for reimagined, contemporary storytelling inspired by Gibbs’s work, Scholastic Australia created a publishing range that introduced a whole new generation to the work of this beloved Australian writer and illustrator. After acquiring rights to Gibbs’s iconic back
catalogue, Scholastic released a stunning classic range, giving a new lease on life to her original works. Over the years, Scholastic Australia has celebrated anniversaries for Gibbs’s bestloved characters and Gibbs herself, with special edition ranges and never-before-released coloured artwork for Bib and Bub as they celebrated 100 years since creation.
As Gibbs and her characters hit more milestones, Scholastic Australia will continue to showcase this incredible creator and her uniquely Australian folklore, with everything from board books and early learning titles to adult colouring and deluxe treasuries.
As one of the world’s most iconic and enduring children’s entertainment brands, The Wiggles continue their colourful and joyous journey of brand expansion and innovation. Partnering with Scholastic Australia in 2025, there are now dozens of new titles in the
market— including brand new Christmas and Easter titles. With a legacy of entertaining and educating millions of children across generations, The Wiggles continue to reinvent themselves and bring new characters to life… including break-out star, The Tree of Wisdom! Scholastic has created an interactive board book for tiny dancers,
showcasing the moves of this shaking sensation.
As The Wiggles grow their line-up, so will Scholastic Australia; with new novelty and seasonal offerings, aligning with the powerhouse group’s signature entertainment style.
Ms Moni launches with books It’s only a year since Scholastic Australia met with Ms Moni at 2025’s Melbourne Toy Fair, and were blown away by Monica’s energy, presence and content stats that spoke for themselves. Becoming Ms Moni’s first licensee was a huge win for Scholastic, who see the potential in this incredible educator’s brand. After collaborating with Monica on the first Ms Moni style guide, Scho-
lastic launched three early learning titles in December 2025, gaining mass retail support for all titles and swiftly reprinting all books after selling out upon release.
Scholastic were able to jump on this licensing opportunity and get books to market in record time thanks to their large, Sydney-based team. All titles were created in-house, working closely with Monica, giving an authentically brand-driven local flavour to this launch range. Things will only continue to ramp up in 2026 with a new activity title launching in April and further novelty board books slated for mid-year.
Scholastic Australia strives to give a local twist to global content whenever possible; ensuring all formats are
adapted specifically for the local retail market, as well as educational and curriculum needs when necessary.They’ve taken several iconic internationally recognised characters on Aussie adventures and would love to expand these specialised offerings.
Taking the top spot and cementing their place in licensed publishing
Scholastic continues to hold the #1 spot in a highly competitive market, with 21% market share and the biggest in-house team in the country.
Licensed Business Manager, Michelle Lee, says this passionate local team is what truly sets Scholastic Australia apart.
“We are a team made up of entertainment obsessed book lovers, who still remember their Scholastic Book Fair purchases and can quote their favourite cartoons or name all of their collectible figurines. Everything we do is rooted in this love of brands, characters and content. We want kids to have access to books that bring their
favourite things to life, and I think that shows in the publishing ranges we bring to market.”
With 2026 well under way, Scholastic is set to have another standout year, surpassing their own budgets and title creation records. There’s a huge content release calendar from Scholastic’s licensees and they’ll publish against all new theatrical, content, gaming and product releases, putting their unique local spirit into powerhouse international brands. Big or small, global or local, Scholastic Australia strives to give brands the best chance of a best-selling publishing range for an Aussie audience.
Lachlan Flynn, General Manager of Publishing and Licensing, says Scholastic Australia’s licensed publishing presence is only set to grow, thanks to the strong international content, and local teams of their partners.
“We are truly spoilt with the content our partners are releasing in 2026 –from Toy Story 5, Moana live action and Spiderman 4; to Minions 3, Barbie in the Nutcracker, The Last Airbender and Harry Potter’s anniversary and more – we’re honoured to be trusted with these publishing rights.
“We couldn’t do any of this without the fantastically collaborative local relationships we have with our licensors and I still pinch myself that we get to make these books to sell to Aussie kids. We’re excited to grow not only our own brand, but to help grow the brands we’re lucky enough to work with.”
For licensed publishing opportunities please reach out to Michelle Lee, Licensed Business Manager michelle_lee@ scholastic.com.au
In 2025, Merchantwise turned fandom into full-scale retail moments from cinema-timed campaigns and exclusive mass collectibles to streetwear drops and unexpected new-category launches that put the world’s biggest IP into fans’ hands (and wardrobes) across Australia and New Zealand.
Merchantwise secured a massive cross-category retail campaign for A Minecraft Movie product launches across Australia and New Zealand, rolling out ranges across plush, apparel, footwear and accessories, supported by major retailers including EB Games, BIG W, Target, Kmart, Best & Less, Myer and The Warehouse in New Zealand.
Minecraft Cubeez: the collectible that made sustainability cool. Woolworths and BIG W partnered with Minecraft to unleash Minecraft Cubeez, a physical, buildable collectible program designed with sustainability front and centre, launching 29 Jan 2025 in Australia and 12 Feb 2025 in New Zealand, with 40 collectables in the set.
PEPPA PIG dominated family headlines in 2025 with the announcement that Mummy Pig is expecting, supported locally with celebrations including Vicinity Centres experiences, the Peppa Pig’s Fun Day Out LIVE! tour, and a cinema event “Peppa Meets the Baby”. Momentum continued with Hasbro appointing Jasnor as master toy distributor for Peppa
Pig in Australia and New Zealand - expanding rollout across key toy categories and boosting retail presence.
2025 marked the 20th anniversary of The Elf on the Shelf, celebrated with fresh product, collectible and partnership momentum keeping the tradition not just alive, but bigger, bolder and more experiential than ever. Retail also saw anniversary product drops such as the 20th Anniversary Limited Edition set featuring a poseable Scout Elf designed for easier “elf scenes.”
Miles Davis’ legacy hit the street in 2025 through a Butter Goods collaboration, created in conjunction with the Miles Davis estate, celebrating the icon’s life and music through fashion.
Rolla’s turned up the volume with a limited-edition AC/DC drop, born from collaboration with legendary Australian rock photographer Philip Morris (from AC/ DC’s earliest photo era) spanning denim, graphic tees and accessories infused with pure rock nostalgia.
With over 500 million monthly active users, Xbox’s reach is unparalleled. Bringing a wide range of studios under the one umbrella including Xbox, Activision, Blizzard, and Bethesda, this powerhouse of gaming is going even bigger in 2026!
Both the iconic console and game that started it all – Xbox and Halo – celebrate their Silver Anniversaries in 2026, a huge twenty-five years after we first booted up the original Xbox console back in 2001. With the Y2K nostalgia trend moving from the specialty to the mass market this year, we’re anticipating huge things from these brands, and are excited to speak with you about celebrating these milestones together!
2026 marks the next chapter for the Halo franchise with Halo: Campaign Evolved, a faithful remake of the original Halo: Combat Evolved campaign that was released 25 years ago.The fully rebuilt campaign will introduce remastered 4K visuals, beloved Halo weapons and vehicles, plus brand-new story content. This is coming in 2026 to Xbox as well as PlayStation 5 for the first time!
Halo Studios will be celebrating 25 years all year long in the lead up to Halo Fest in December 2026. Fans can expect celebrations all year long with events, game news, and more! There’ll also be an Xbox moment in November to celebrate the console’s original release date so drop us a line to explore the potential for nostalgic adult gamers, and youngsters just wanting that Y2K drip.
Culture Kings have partnered with Merchantwise to really own this space throughout 2025 in advance of the big Anniversaries, dropping amazing collections across not only Halo but other XGS properties including Gears of War, Activision Blizzard’s World of Warcraft, Starcraft and Diablo as well as the iconic DOOM, Elder Scrolls and Fallout from Bethesda.
Activision Blizzard - the powerhouse behind globally loved franchises such as Call of Duty, World of Warcraft, and Diablo continues to shape the entertainment landscape, with 2026 marking another landmark year as the company further expands its creative universe and deepens fan engagement worldwide with the return of the fan event BlizzCon!
World of Warcraft is a bona fide cultural phenomenon and while you may not play WoW yourself, you certainly will know at least one person who does!
Fans are hyper engaged with World of Warcraft right now – built throughout last year on the 2024 release of The War Within expansion pack which was hugely popular not just
with players but critics too. The next expansion pack Midnight is due out later this year, and WoW is really bringing something special with this next one – a long awaited and fan-requested in game feature: housing! Allowing players the opportunity to truly role play within WoW – building and decorating their own homes in game.
There’s a huge opportunity for consumer products alongside this, allowing players to translate this in game experience to their own lives and we are excited to speak with partners on how we can bring this to life.
EB Games has been a key partner for us with World of Warcraft – and across the XGS portfolio with ongoing collections of apparel, accessories, gifting and homewares specifically tailored toward fans.
We partnered with Culture Kings for a special capsule collection in 2025 to celebrate the most iconic WoW games, with a drop of tees featuring artwork from the original games’ packaging and advertising.
Meanwhile, Diablo fans have a major milestone on the horizon: 2026 marks 30 years since the original game unleashed its darkness on the world. Expect more updates as the anniversary approaches, and feel free to reach out if you’d like to explore partnership opportunities.
Paired with this, it’s going to be a HUGE year for the franchise, with one of the biggest moments coming in April with the release of the new Diablo IV: Lord of Hatred expansion. Lord of Hatred marks the concluding chapter of the epic ‘Age of Hatred’ saga that kicked off in 2023 and will culminate in a final showdown with Mephisto himself on top of adding two new classes to the game as well as loads of new features.
At Merchantwise, we love a great indie game, and as huge fans and players of Mob Entertainment’s Poppy Playtime, we’ve been excited to bring the game to life in new categories in our market.
Mob Entertainment has carved out a distinct niche in contemporary horror by aligning game design with the rhythms of internet culture. Emerging from a background creating animation and viral digital content, the studio entered interactive media with Poppy Playtime, a first-person horror series that merges puzzle-solving with a lore-heavy story sprinkled with the unsettling imagery of an abandoned toy factories with corrupted mascots.
Set in an abandoned toy factory, the game allows players to explore and uncover an incredibly lore-rich world though each released chapter of the tale. Dark and mysterious, with the occasional jump-scare thrown in for good measure, this game resonates deeply with teens and young adults the world over!
Rather than relying on traditional horror tropes and jump scares alone, the game instead builds atmosphere, implica-
tion, and strong episodic storytelling, encouraging players to piece together the narrative through environmental clues. This approach proved especially well-suited to streaming platforms, where speculation, theory crafting, and reaction-driven content amplified the game’s reach far beyond its initial release.
Culturally, Poppy Playtime became emblematic of a new wave of “mascot horror,” a subgenre that weaponizes childhood nostalgia by distorting familiar, friendly iconography into something threatening. Characters like Huggy Wuggy quickly escaped the boundaries of the game itself, proliferating across social media, fan art, memes, and short-form video platforms.
Consequently, Mob Entertainment have built an incredibly engaged and loyal fanbase globally, functioning less like a standalone horror title and more like a cultural phenomenon that fans can truly be a part of.
Our friends at Empire Apparel were first to jump on board for apparel at Jay Jays, which was eagerly scooped up by fans who for too long had waited to see official merchandise available for them to purchase in store in our market. And soon, show bags and plush from Bensons Trading will be available in a city near you!
We’re excited to expand the brand into new categories and markets as Poppy’s story continues to unfold – so get in touch with the Merchantwise team if Poppy Playtime sounds like your jam!
Minecraft is the highest selling video game of all time, with well over 350 million copies sold to date.
2025 was nothing short of extraordinary for the franchise, with the release of the first-ever live-action theatrical film ‘A Minecraft Movie’ in April, which spawned the unavoidable wave of memes and reaction videos from the globally viral “Chicken Jockey” moment which took on a life of it’s own across social media.With an official box office result of
$954M globally, it was natural that a sequel would be greenlit, and we’re excited to return to the world of A Minecraft Movie in mid-2027.
In the meantime, fans can get their fix across a myriad of touch points – with new game updates dropping quarterly, ongoing “Minecraft Live” events, and an ever-growing YouTube community where viewership has surpassed two trillion views - plus a plethora of consumer products to let fans eat, drink, live and breathe Minecraft!
In the Australian and New Zealand markets, Merchantwise and Headstart, launched Minecraft CubeezTM at Woolworths and Big W stores, giving away over 160 million of the collectibles across the promotion’s eight week run time. A unique product perfect for Minecraft’s CUBIST, building mechanic – both kids and parents alike flocked to local stores to complete their collection – as well as keeping extras on hand for physical play!
The year was rounded with the release of a huge global fashion collaboration, as Merchantwise partnered with iconic Aussie label Cool Shirtz for a 50 SKU collection that exploded out of the gate. With near-total sell outs across the entire range, fans snapped up iconic pieces that blurred the line between the in-game world and our own.
Mojang Studio continue to develop and release incredible, versatile, surprising and creative styleguides regularly throughout the year, so whatever trend and look you’re chasing this year, we’re sure to have something. Get in touch with the Merchantwise team to explore how Minecraft can work for you!
We are excited to continue our partnership with SEGA Corporation in the ANZ market, as Sonic the Hedgehog continues to go from strength to strength as we celebrate three and a half decades of our favourite blue blur in 2026!
On the game front, Sonic Racing Cross Worlds released in October 2025 to rave reviews and anchored a “Race Around the World” theme for the Sonic brand across product and content touchpoints – further bolstered by promotional partnerships with Red Bull Racing and McLaren in the latter half of the year. With ongoing content spurring on these promotional partnerships, you’ll see lots more of Sonic trackside this year!
2025 also saw an unbelievable partnership between Sonic the Hedgehog and DC Comics, featuring Sonic and his friends teaming up with the iconic DC Super Heroes in a series of comics, as well as some fashion collaborations at the likes of EB Games and Cotton On Kids.
Looking at 2026 and beyond, Gen X and Millennial fans will
be celebrating throughout 2026 as Sonic the Hedgehog turns 35 – and he boasts over 1.7 billion games sold since his first adventures on the SEGA Master System back in 1991. A truly multi-generational brand, you’ll see our retail partners celebrate with Classic Sonic styles both kids’ and adults’ styles in apparel and accessories, retro throwbacks in gifting and collectibles, and a few other projects yet to be announced – get in touch if you want to be part of the fun!
All of this as we build toward the highly anticipated release of Sonic the Hedgehog 4, only in cinemas March 2027.
The Sonic the Hedgehog movies have collectively grossed over $1.2 billion globally, and the end credit scene of the third film hinted at the next movie’s introduction of two iconic game characters, Amy Rose and Metal Sonic. Details are still under wraps surrounding the story, but what we can divulge is that fans are going to really enjoy this continued adventure. Additionally, an untitled theatrical “Sonic Event Film” has also been announced for December 2028 – and we are excited to share details of what else is coming down the pipeline in the coming months!
The Angry Birds Movie 3 lands in Australian theaters in December 2026! Ahead of the film, the momentum behind the Angry Birds brand is building through its popular mobile games, streaming video content, and new licensing partnerships.
A brand with its roots solidly in gaming, mobile games like Angry Birds 2, and Angry Birds Dream Blast continue to draw millions of monthly players thanks to new content and massive in-game events and collaborations. Additionally, new games released in 2025 like Angry Birds Bounce on Apple Arcade and Angry Birds Flock Party on Amazon’s Luna streaming service have given players new ways to experience Angry Birds.
Beyond mobile screens, Angry Birds thrives through a variety of animated content. The official Angry Birds YouTube
channel hosts popular series like Angry Birds Slingshot Stories, and streaming platforms like Netflix and Amazon Prime where long form adventures like Angry Birds Mystery Island and the first two Angry Birds movies remain major staples.
In Australia, the Angry Birds brand collides with the physical world through diverse location based entertainment. Fans can test their golf skills in the award-winning Angry Birds game at Topgolf Gold Coast, or by visiting one of over 20 Toptracer locations across the country.
For those who prefer a different kind of challenge, Angry Birds Bowling and the Angry Birds Immersive Gamebox are available in select locations offering an interactive way for families and fans of all ages to engage with the Angry Birds characters in person.
The licensing program for the upcoming movie promises more amazing licensed products in a variety of sectors. Onboard as master toy partner are The Loyal Subjects (TLS), developing a range of toys that includes blind collectibles, posable action figures, innovative animatronics, and the first ever flinging plush toys. These products are scheduled to hit shelves later this year to ensure availability for the release of The Angry Birds Movie 3 and the holiday season. Additional partners like Golden Link and TCC will also be contributing to make the movie launch one to remember.
Australian audiences can look forward to even more news and product lines later this year that provide fans of all ages with new ways to celebrate the franchise during a landmark year for the brand.
Dune: Part Three brings Denis Villeneuve’s landmark trilogy to a breathtaking conclusion. Based on the novel Dune: Messiah by Frank Herbert, the film will be in theaters December 2026.
In theatres Oct. 16, 2026
ROUND ONE….FIGHT!!....Legendary Pictures and Capcom’s live-action adaptation of the iconic video game franchise Street Fighter, which is filmed for IMAX®, will punch into theaters on October 16, 2026. This will be the first film to be released through Legendary’s new global distribution deal with Paramount Pictures. The official press release is available at Paramount’s press site.
Street Fighter movie will honor the quarter-pumping, button-mashing spirit of the 90s classic while leveling up for a new generation of fans.
Set in 1993, estranged Street Fighters Ryu (Andrew Koji) and Ken Masters (Noah Centineo) are thrown back into combat when the mysterious Chun-Li (Callina Liang) recruits them for the next World Warrior Tournament: a brutal clash of fists, fate, and fury. But behind this battle royale lies a deadly conspiracy that forces them to face off against each other and the demons of their past. And if they don’t, it’s GAME OVER!
In theatres March 26, 2027
GODZILLA X KONG: SUPERNOVA, the next theatrical feature film in Legendary’s Monsterverse franchise from director Grant Sputore (I Am Mother) stars Dan Stevens (reprising his role as Trapper), Kaitlyn Dever (The Last of Us, Apple Cider Vinegar), Jack O’Connell (Sinners, 28 Years Later), Alycia Debnam-Carey (Apple Cider Vinegar, Fear the Walking Dead), Sam Neill (Apples Never Fall, Jurassic Park), Matthew Modine (Oppenheimer, Stranger Things), and Delroy Lindo (Sinners, The Good Fight). Dave Callaham (Spider-Man: Across the Spider-Verse, Shang-Chi and the Legend of the Ten Rings) and Michael Lloyd Green (I Am Mother) wrote the draft. The film is being produced by Mary Parent, Alex Garcia, Eric Mcleod, Brian Rogers,
and Thomas Tull, with executive producers Jen Conroy, Jay Ashenfelter, Yoshimitsu Banno, and Kenji Okuhira.
The next entry will feature several new human characters alongside the beloved and iconic Titans Godzilla and Kong as they face off against a cataclysmic world-ending threat.
Globally iconic brand Monster Jam™ is a premier live motorsport and entertainment brand, thrilling millions of fans worldwide.
Monster Jam appeals across generations—kids, parents, and sports fans alike—thanks to its mix of stunts, trucks, and showmanship.
Already a leader in toys and apparel through global licensees such as Spin Master, Monster Jam is primed for further merchandise and lifestyle, fashion, and FMCG expansion through the new agency partnership with Merchantwise. In Australia, the Monster Jam World Tour returned in October 2025, with events at Melbourne AAMI Park, Sydney
Accor Stadium, and Gold Coast Cbus Super Stadium. Alongside favourite trucks like Grave Digger™ and Megalodon™, new trucks like Sparkle Smash™ and JCB DIGatron™ made their Australian debut. The event included Racing, Freestyle, and other competitions, involving real-time fan scoring for the Event Championship.
Further events are coming to the Australia in Q4 2026.
Since Mummy Pig’s pregnancy announcement in February 2025, PEPPA PIG has reached extraordinary new heights, driven by standout storytelling, landmark moments, and impactful global and local marketing that has captured the hearts of families everywhere!
The franchise’s first-ever major family addition unfolded through a carefully paced journey: a much-loved gender reveal in April, Evie’s arrival and big-screen debut in May, followed by a steady rollout of new content and product that kept audiences engaged at every step – and the response has been phenomenal! PEPPA PIG surged to the #1 Kids TV show on Netflix globally and currently ranks #1 for Brand Awareness among Australian girls aged 0–6 years, according to Brand Trends data (April 2025).
The Mummy Pig pregnancy storyline generated more than 30 billion media impressions globally, including 174 million in Australia. Peppa Meets the Baby reached #1 at the Australian box office across all films, while Vicinity Centres welcomed 30,000 guests for Peppa activations during the Easter school holidays, and Baby Evie’s first local appearance delighted more than 6,000 visitors at Sydney Zoo during the September school holidays.
With a bigger family comes Bigger Family Firsts, and in 2026 the brand builds on this momentum with a new global campaign theme, One Pig Happy Family. The campaign celebrates everyday adventures, family holidays, messy moments, and the magic of doing life together.
The theme launches with a meaningful and inclusive storyline for a beloved core character, George Pig. Premiering on Peppa Pig Tales on March 6, followed by a two-part special on ABC Kids, the story sees Evie attend her first hearing test with Peppa and George. During the visit, it’s discov-
ered that George is moderately deaf in one ear and is fitted with a hearing aid. Audiences follow George as he discovers his favourite sounds and words – including saying Peppa’s name for the very first time! The special was developed in close collaboration with the UK’s National Deaf Children’s Society to ensure authenticity and care.
More memorable moments follow throughout the year, including Daddy Pig running the London Marathon, Peppa learning to ride her first bike, and the family’s first holiday as a family of five at Big Tree Nature Park.
At retail, the brand’s evolution is matched by strong partner support, with more than 27 licensees across all categories. Key partners include Caprice, MacEwen, and Vimwood in softlines, alongside Jasnor, Hunter Leisure, VTech, Tomy, and LEGO DUPLO in hardlines, supporting Hasbro’s core toy range.
LEGO DUPLO will introduce new 2026 launches including a George figure, Family House Set, and Camping Trip set, while publishing partner Penguin Random House expands the refreshed family narrative with titles such as George’s News, Daddy Pig’s Big Race, and Peppa on Holiday.
As the family of five heads into 2026, Bigger Family Firsts continues to drive both content and retail strategy - allowing PEPPA PIG to meet today’s children where they are, while staying true to the warmth, humour, and relatability that has made the brand a global icon for more than two decades.
MY LITTLE PONY remains one of the world’s most recognised and emotionally resonant girls’ brands, with 94% global awareness, over 400 million pony figures sold, and billions of views across YouTube, Netflix, and Spotify. With a fresh vision guiding its next chapter, the magic of friendship is expanding into bold new territories.
Hasbro’s brand revitalisation is well underway, supported by a strong global licensing program across plush, publishing, fashion, health, and collectibles. Following the success of its #1 trading card range in China, Kayou will launch in the ANZ market, with newly appointed distributor Banter Toys bringing the range to local fans and collectors.
The brand’s multigenerational appeal continues to build momentum, with more exciting ranges planned for 2026, the Lunar New Year of the Pony (Horse)! As MY LITTLE PONY celebrates its enduring legacy, it gallops confidently into a new era of friendship and magic.
From big-screen blockbusters to brick builds, the TRANSFORMERS franchise is shifting into high gear. With fresh storytelling, next-gen product innovation and dynamic cross-category growth, the brand is stronger than ever!
A truly cross-generational franchise,TRANSFORMERS continues to thrive on storytelling at its core.The Energon Universe, launched by Skybound Entertainment in 2023, has reinvigorated comics with best-selling titles and action-packed crossover storylines. On screen, the brand is building for a new generation with the debut of TRANSFORMERS: CYBERWORLD on YouTube and supported by a toy line.
Innovation extends beyond storytelling. Robosen’s high-end programmable robots have set the gold standard in robotics-meets-collectability, while LEGO continues to fuel fan creativity with its growing build portfolio, including the recently released LEGO Soundwave, the first Decepticon in the range. The new Blokees line has also introduced a fresh blind-box modular mech format, designed for TikTok unboxings and customisation.
Looking ahead, 2026 marks the 40th anniversary of the cult-classic 1986 TRANSFORMERS film, celebrating the enduring legacy and passionate fanbase that continue to drive the brand forward.
POWER RANGERS is back - bolder, brighter, and ready to morph into a new era. Driven by a major toy relaunch from Playmates Toys, a new generation of fans is discovering the franchise’s vibrant legacy and epic future!
Unveiled in 2025, Mighty Morphin POWER RANGERS: Re-Ignition is a dynamic toy line inspired by the original series and now launching globally. The range features updated articulated action figures, combinable Dinozords that form the classic Megazord, and fan-favourite role-play items including the Power Morpher and Blade Blaster. Headstart is distributing the range in Australia, with Planet Fun appointed for New Zealand.
The Re-Ignition rollout marks a multi-platform revival, including the Mighty Morphin Minutes short-form series on YouTube, a Fortnite collaboration generating over 5 billion media impressions that will continue to October 2026, and new waves of Ranger Pop! collectibles from Funko. As the franchise enters its 33rd year, Mighty Morphin POWER RANGERS: Re-Ignition delivers a powerful platform for global growth - reimagined for today’s kids and remembered by generations of fans.
For 70 years, PLAY-DOH has been a gateway to imagination and tactile play. The brand remains a leader in open-ended creativity, selling over 500 million cans annually in 80+ markets. Now, it’s stretching beyond its traditional roots into exciting new spaces.
In collaboration with Horizon Group, the PLAY-DOH brand has launched a new line of alternative compounds, including crystal clay, puffy foam, colour-changing dough, and sand putty blends.
With its 70th anniversary in 2026, the PLAY-DOH brand continues to deliver joy, imagination and possibility - whatever shape it takes next!
While DUNGEONS & DRAGONS has long been known as the world’s greatest roleplaying game, it has grown into something much greater. It’s a gateway to imagination, community, and collaborative storytelling, with over 85 million fans engaging across books, digital, entertainment, experiences, promotions, and consumer products.
In fashion, BlackMilk released its second D&D capsule collection in July 2025, while Nailcissist launched D&D’s first-ever 3D press-on nail collection, achieving 90% sellthrough within 24 hours. EB Games/Zing’s D&D program has been a huge local success story with +96% YoY growth. Collectibles are also thriving, with New Zealand Mint unveiling a collection of premium D&D silver foils. Stay tuned for more exciting products to roll out this year.
MAGIC: THE GATHERING continues to prove it’s more than a game - it’s a global phenomenon. With over $1 billion in revenue for three consecutive years and more than 50 million players worldwide, MAGIC is one of Hasbro’s top-performing tabletop and entertainment franchises.
The 2026 release schedule kicked off with Lorwyn Eclipsed (January) and Teenage Mutant Ninja Turtles (March), followed by the highly anticipated Secrets of Strixhaven (April),
Marvel Super Heroes (June), The Hobbit (August), Reality Fracture (October), and Star Trek (November).
MAGIC thrives as a community-driven experience, with live events at the heart of the brand. There are 800,000 in-person play events annually and more than 9,000 Wizards Play Network stores. Locally, EB Games and Zing host fortnightly Magic Mondays Organised Play events across 25 Australian stores, alongside exclusive apparel and accessories released throughout the year.
WildBrain’s Strawberry Shortcake™ had the ‘berry’ best year in 2025 from standout partner launches and activations, to surging social followers and strong FAST channel viewership. With all-new content rolling out in 2026, the franchise’s momentum is only getting sweeter.
Strawberry Shortcake continues to be a multi-generational brand with affinity across three core demographics: girls 3-8, Gen Z/young women, and millennial moms, who are now sharing their own love of Strawberry Shortcake with their children.
In 2025, a fresh wave of new collaborations around the globe spanned multiple categories, including beauty and cosmetics, food and beverage, toys and collectibles, and an expanding line up of fashion and home partnerships.
In Australia, Strawberry Shortcake’s fashion footprint continued to grow with collections at Jay Jays and Kmart, joined by an all-new kids’ apparel line that debuted in January.
Peter Alexander also expanded its much-loved sleepwear offering with a fresh collection—including its first rollout into the brand’s new UK stores. Additional fashion collaborations are set to roll out in 2026.
Launched in December 2025, the Strawberry Shortcake™ x dusk collaboration delivered a delectable limited-edition drop that transformed Strawberryland into a sensorial home fragrance and body care experience. The character-led collection introduced a “fruity, feel-good world” of candles, home fragrance and body care treats—48 products in total—all designed to make every space smell irresistibly sweet. Each scent spotlighted a beloved “Berry Bestie”, from Strawberry Shortcake’s blend of strawberries, waffle cone and vanilla cream, to Blueberry Muffin’s huckleberry notes, Raspberry Tart’s pie crust warmth, and Orange Blossom’s sweet citrus twist.
MGA Entertainment’s LOL! Surprise, has teamed up with beloved Strawberry Shortcake for an adorably cute, collectible mash-up bursting with sweet and scented surprises.The toys debuted globally in January 2026, with retail partners rolling out the range throughout the first half of the year, giving fans plenty to unbox and adore.
2025 delivered “BIG FUN” for WildBrain’s Teletubbies, and 2026 turns up the energy with a global rallying call: Who’s your favourite Teletubby?
This year,WildBrain is doubling down on Teletubbies nostalgic roots as a top global evergreen preschool powerhouse. As the iconic quartet gears up to its 30th anniversary in 2027, a unified multi-year global franchise strategy leverages their rich heritage, cross-generational appeal, and growing pop culture relevance.
Teletubbies continues to resonate with fans worldwide, and WildBrain is building on the momentum through content that spans all major platforms, immersive brand activations, and strategic licensing partnerships.
Australia remains a major priority market, and new Teletubbies collaborations will build towards celebrating 30 years of big hugs.
The brand’s global social media presence continues to soar, with over 4 million followers and rapidly rising engagement through strategic growth initiatives. Streaming performance is also booming, with Teletubbies content running on 33 FAST channels worldwide, including more than 15M+ views in Australia and nearly 5M+ in New Zealand.
Jasnor Australia continues as the local distributor for Teletubbies toys, with an exciting wave of new prod-
This year, Aardman is celebrating its 50th anniversary, with a roster of events and partnerships highlighting the characters, craft and legacy of the world-renowned studio.
In October this year, Aardman and StudioCanal is releasing the next feature length Shaun the Sheep movie -- Shaun the Sheep: The Beast of Mossy Bottom.– The movie sees the residents of Mossy Bottom Farm looking forward to Halloween – until the clumsy Farmer trashes the Flock’s beloved pumpkin patch! When Shaun turns mad scientist to fix the problem, things rapidly spiral out of control... With The Farmer missing and a wild beast roaming the woods of Mossingham, all the ingredients are in place for a monstrously fun family adventure.
2027 is the zodiac Year of the Sheep and we are innovating, engaging and reaching fans through an exciting multi-channel campaign, and the perfect moment to celebrate the 20th anniversary of our global sheepy icon and the rest of the characters that live on Mossy Bottom Farm!
In Australia, Paradise Country continues to be the hold of Shaun the Sheep with fun filled activities, events, and appearances throughout the year and will be celebrating the Year of The Sheep in 2027.
Other licensing partnerships will be announced throughout the year.
Bring a bit of British animation into everyday life with two standout Wallace & Gromit merchandise programs: Skinnydip London leaned into the anniversary buzz around The Wrong Trousers with a Wallace & Gromit x Skinnydip drop that celebrates 30 years of the classic film, spotlighting the scene-stealing Feathers McGraw across limited-edition tech accessories and fashion.
Meanwhile, Forbidden Planet, in partnership with Aardman, has rolled out an expansive, fan-first range that it described as its biggest product launch ever, spanning apparel, accessories and giftware/homeware, from tees and hoodies to sew-on patches, enamel keyrings and pin badges, plus mugs, prints and more.
Adelaide Fringe 2026 will get a wonderfully “cracking” claymation-meets-concert twist when K&N Brass presents a live-to-film screening of Wallace & Gromit: The Wrong Trousers at The Piccadilly on Saturday 21 February 2026, where the band performs in perfect sync with the film. Set inside the Piccadilly’s iconic Art Deco cinema setting, the 90 minute event is designed as a full “music + movie” experience. Arrive early, treat yourself at the candy bar, settle in with a drink from the Piccadilly Lounge, and then watch the on-screen action spring to life as the brass band not only plays live but also spotlights their gleaming instruments as part of the show’s family-friendly atmosphere.
Aardman has recently unveiled a brand-new core style guide for Shaun the Sheep, alongside additional themed asset packs and trend guides for Wallace & Gromit. With new colour ways and assets that reflect the characters’ heart and humour, this reinvigorated creative direction offers exciting opportunities for existing partners and invites new licensees to explore the potential of our iconic, globally loved brands.
On 30 April 2025, Macmillan Children’s Books announced that Julia Donaldson and illustrator Axel Scheffler are returning to the “deep dark wood” with a brand-new, as-yet-untitled Gruffalo picture book, slated to publish on 10 September 2026—the first new Gruffalo story since The Gruffalo’s Child (2000).
Pan Macmillan, the publisher, has positioned the release as a major, internationally supported launch, linking the book to a wider children’s reading push. The National Literacy Trust is the lead UK charity partner, and Donaldson has said the Trust’s Early Words Matter work, which uses the original books, helped spur her to finally develop her long-held idea into a complete new story.
In Australia, the interactive app trails continue to be extremely popular each year, with Zog at The Ginger Factory and The Gruffalo at Perth Zoo and at ScenicWorld delighting fans.
In 2025, the popular experience recorded over 20,000 app downloads. Following this success, additional location are set to launch in 2026.
For Book Week 2025, children enjoyed dressing up from a range of characters from Julia Donaldson and Axel Scheffler’s books while trick-ortreating around Australian streets.
In October 2025, a toddler apparel range launched at Best & Less featuring The Gruffalo and The Gruffalo’s Child which saw great success.
Additional The Gruffalo and Friends ranges will be rolling out throughout 2026 at mass market.
Further fashion collaborations and brand partnerships will be releasing throughout the year.
In uncertain times, heritage brands continue to hold powerful resonance for consumers seeking comfort, familiarity and a sense of emotional security.
Within the licensing landscape, this has translated into sustained momentum for brands with deep cultural roots and enduring storytelling. Few Australian brands embody this quite like May Gibbs. Her stories and illustrations have been part of the national fabric for over a century, providing generations with a gentle reminder of imagination, optimism and the beauty of our own backyard.
Nostalgia also shows no signs of slowing, with the kidult trend continuing to unlock powerful commercial opportunities. For May Gibbs, this means tapping into a deeply loyal adult fanbase – people who grew up with Snugglepot, Cuddlepie and the Gumnut Babies, and who now reconnect with the brand through fashion, homewares and lifestyle products. These consumers aren’t just buying products; they’re buying memories, emotions and a sense of belonging that transcends age.
At the heart of May Gibbs’ enduring appeal is her enchanting bush world, inspired by Australia’s native flora and fauna. This natural aesthetic aligns beautifully with nature-led fashion and lifestyle trends emerging for 2026, where organic forms, botanical storytelling and a return to the outdoors are front of mind.
From apparel to interiors, May Gibbs’ visual assets feel perfectly at home in a market increasingly inspired by the environment and a desire to reconnect with nature.
The coming years mark an exciting chapter for the brand. In 2026, May Gibbs’ Gumnut Babies celebrate 110 years since their very first published adventure – an important milestone that honours the beginnings of these beloved characters. It’s a moment to reflect on the origins of the brand while reimagining its earliest stories in fresh, contemporary ways that resonate with today’s audiences and tomorrow’s collectors.
And the celebrations don’t stop there. In 2027, the brand will mark May Gibbs’ 150th birthday, with plans underway to honour her extraordinary creative legacy. This will be followed in 2028 by the 110th anniversary of Snugglepot and Cuddlepie, featuring her most famous and instantly recognisable characters.
Together, these milestones highlight the long-term strength of May Gibbs as a licensing brand – timeless, distinctly Australian and still delighting fans well over a century on.
My Singalong with Catters & Mouseman is a monthly music video show on YouTube featuring songs for 3-6 year olds to dance to and sing along. The show features many of Australia & New Zealand’s leading preschool children’s music entertainers including Emma Memma, The Mik Maks, Justine Clarke, Lah-Lah, Ms Moni, Whistle & Trick, Allioopsy, Cheeky Monkey Club, Claudia Robin Gunn, Easy Peasy, Emily Who, Lucas Proudfoot, Pevan & Sarah, Team Dream, The Beanies, The Gumboots and The Quokkas.
Each 15 minute episode includes 5 songs and is hosted by animated characters, Catters & Mouseman, who introduce the songs, tell a couple of jokes, learn a fun fact and solve a riddle.
Every episode of the My Singalong music video show follows a similar format but has its own theme: animals, vehicles, food, learning, colours, nursery rhymes, let’s dance, sea & sky, my body, silly songs, family and party time.
The shows animated hosts, Catters & Mouseman, are voiced by Bella Dougall and Curtis Townley.
The bright and colourful series artwork is created by Australia’s leading preschool illustrator/author, Jeannette Rowe and digital graphic designer Lake Zammit.
My Singalong is produced by Deb Ryan & Grahame Grassby from Stella Projects who have both been involved in preschool children’s entertainment since the beginning of time.
When asked about the aim of producing My Singalong, Deb said, “it’s not really about trying to make money – for us it’s about helping to build awareness of Australian & New Zealand preschool artists and their music and enjoying the satisfaction in creating quality content that delivers enjoyment and education to children.”
Feeling a need to say something, Grahame added “if producing the My Singalong music video show leads to new opportunities - publishing My Singalong books, staging branded live shows, creating a UGoGo digital music jukebox app and, in the long term, building a recognised children’s music brand - well, that will be my measure of success.”
The My Singalong music video show on YouTube is a companion program to the monthly podcast version of My Singalong that has been entertaining
young children since March 2023 on podcast sites around the world including Amazon Music, Apple Podcasts, Audible, Spotify & YouTube.
The My Singalong music video show on YouTube adds another spoke to the My Singalong flywheel being created to deliver a fun and safe music based environment for young children to sing, dance, play, laugh and learn in these most interesting of times.
To learn more go to the My Singalong website –www.mysingalong.com - to access the video and podcast episodes, meet the artists and access the free My Singalong activity books.
By Lisa Sweeney, MD, Licensing International ANZ
The ANZ Licensing Awards are back, and the message from the room was clear... this sector deserves a proper spotlight.
After an absence of more than five years, the Awards night returned as a full scale industry celebration, one that recognised the programs turning IP into real commercial outcomes and turning retail into culture.
It was equal parts glamour and substance, a gala format built around finalists, proof points, and the people behind the work.
As Lou Elkington, Head of Licensing at Mattel, put it, it was “our night of nights, our Oscars.” That line landed because it captured what the comeback really meant, a shared, visible moment for an industry that often does its most valuable work behind the scenes.
That sentiment was echoed by Christie Scandura, Head of Licensing at Paramount, who said, “It’s really important to get the licensing industry out there and to recognise all the amazing collaborations.” The word “collaborations” is the key here, because licensing only works when a whole ecosystem aligns, brand owners, agents, licensees, retailers, and marketing teams all moving in sync.
For Bethan Jones, Head of Licensing at Disney Consumer Products, the scale of the return mattered just as much as the recognition, “It’s such a great milestone to bring people together on this scale and to recognise our commercial and creative excellence.” In one sentence, she captured what the best licensing work delivers, commercial outcomes powered by creative ambition.
A night built to spotlight the work
What makes these Awards different is that they do not reward hype, they reward execution. Licensing is a team sport, and the best programs require partners to get hundreds of details right, protecting the property, build-
ing the product, aligning retail, nailing timing, and backing it with marketing that meets fans where they already are. The finalists showcased that end to end discipline, from the way properties are extended to the way ranges are designed, launched, and supported in store and online.
The night itself was tightly produced, with a clear category flow and featured presenters that kept the energy high while still giving each finalist their moment. A digital finalists booklet via QR code was a simple but effective touch, it made it easy for guests to scan the breadth of nominated work and helped every program feel seen, not just the winners.
The ecosystem behind the comeback
A strong Awards program needs strong backing, and the sponsor lineup reinforced the depth of the ANZ licensing community. Support from Merchantwise and Asembl helped bring the event to life and, just as importantly, signalled confidence in the category’s growth and professionalism.
What the winners tell us about where licensing is heading Across the winners, three signals stand out.
First, licensing is moving from products to worlds. Live experiences are no longer “nice to have”, they are commercial and community engines, creating attendance, social currency, and meaningful merchandise revenue. Second, retail execution is the difference between a good idea and a great one. The strongest campaigns were built on operational excellence, alignment across partners, smart ranging, disciplined timing, and a clear view of how shoppers actually buy.
Third, collectability and cultural moments still drive outsized results. Whether it is limited editions, premium drops, or experiences that earn
Here is the winners list from the night, capturing the breadth of categories, from product to platform to partnerships.
• Best Softlines Product, CAMILLA, The White Lotus Camilla Collection
• Best Children’s Brand, BBC Studios, Bluey
• Best Corporate, Food and Beverage Brand, Perfetti Van Melle, Chupa Chups
• Best FMCG Product and Promotion, Warner Bros. Discovery, Batman Uber
• Best Hardlines Product, Mattel, Jurassic World: Rebirth Range
• Best Live Experiences and Events, Harry Potter: A Forbidden Forest Experience
• Best Retail Marketing Campaign, Wicked
• Best Retailer, EB Games & Zing Pop Culture
• Best Sports, Fashion, Celebrity and Lifestyle Brand, Australian Olympic Committee
• Best Teen and Adult Brand, Peanuts Worldwide
• Rising Star Award, Georgina Goodwin
attention, the winners proved that fans reward work that feels intentional, high quality, and true to the property.
Hall of Fame, legacy built on leadership and craft
Two Hall of Fame honours brought the room to their feet to honour the leadership that shaped today’s market. Paul Cannon, CEO of Caprice Australia, was recognised for decades of commercial instinct and category building. Alan Schauder, CEO of Merchantwise, was recognised for building a modern, full service licensing model in ANZ and for mentoring talent across the industry, a reminder that growth is not only about properties and partners, it is also about people.
Why this comeback matters Awards nights can be performative, or they can be useful. The return of the ANZ Licensing Awards after more than five years away felt useful.
It created a shared moment for an industry that is often busy delivering behind the scenes. It gave emerging leaders visibility. It gave established leaders recognition. It turned case studies into conversation starters for the year ahead. Most importantly, it reinforced that licensing is not a niche, it is a disciplined commercial capability that, when done well, drives retail growth, brand relevance, and cultural impact.
In Apparel, Accessories and Softlines, the finalists read like a masterclass in modern collaboration. AFL HoMie Knits fused sport, fashion, and social impact, with proceeds supporting youth homelessness initiatives and nearly $1 million in retail sales.
Camilla’s Wicked collection, built with access to Universal archives, delivered 1.23M+ in sales and showed how premium fashion can translate a cinematic moment into wearable storytelling. The White Lotus x Camilla proved pop culture can play at luxury scale with global media coverage valued at $1.16m.
Bluey’s narrative-driven family trip range demonstrated that preschool brands can deliver sophisticated retail storytelling, while Rip Curl x Abrand pulled 90s surf nostalgia into Gen Z streetwear with 93% sell through and $755K in PR value. Madmia’s explosive growth, more than 1 million pairs sold in 2025 and 167% global growth year on year, reinforced that “small item, big fandom” is a very real commercial model. FMCG and Promotions showed just how far licensing has stretched into everyday life, and how comfortable it now is living inside loyalty ecosystems and food delivery. Paramount’s PAW Patrol breakfast boxes with Uber Eats aimed directly at family convenience in the back to
school rush. Warner Bros. Discovery’s Batman activation, offering free Uber trips in the 1989 Batmobile, delivered 412M+ impressions and 100% positive sentiment, a huge example of experiential marketing as brand reinforcement. Minecraft Cubeez, a recyclable cardboard collectible program across 1,200+ stores, achieved 96% redemption of 100m packs, pairing collectability with scale and accessibility.
Sanrio’s Hello Kitty 50th anniversary campaign with Gotcha Tea delivered a 20% sales uplift via collectable beverage culture, and Violet Crumble’s cross into wellness and functional product storytelling demonstrated that heritage treats can win in new categories when the proposition is right.
Hardlines (including publishing and paper goods) highlighted the power of product originality, premium collectables, and disciplined retail ranging. Bluey’s transforming airplane playset, created alongside LUDO rather than pulled from an episode, sold almost 9K units across major retailers.
Perth Mint’s SpongeBob 25th anniversary coin range sold over 23,000 units and generated $730,000 AUD, while Monopoly’s 3oz silver coin sold out in under 24 hours, proving premium scarcity still works when the fandom is deep.
The CGI-animated action-comedy series Vegesaurs continues to be a standout preschool property in Australia, streaming all year-round on ABC iview.
Set in a playful world where dinosaurs meet vegetables, the series delivers bright, funny, stand-alone adventures led by Ginger and her three Pea-Rex friends. Designed for children aged 3–6 the series combines comedy and heart, making healthy food themes irresistibly fun for young audiences.
The series maintains strong broadcast momentum, with Season 4 currently on air on ABC Kids and Season 5 confirmed for January 2027. Airing three times daily on weekdays, alongside
weekend slots, Vegesaurs consistently ranks in the Top 5 Children’s & Family titles on ABC iview, with more than 323 million minutes watched to date. Marketing support continues with fresh promotional campaigns such as ‘Go Bananas’ and ‘Vegesaur Singalongs’. The series is featured prominently across ABC Kids platforms, and sustained visibility on ABC social channels. It is a lead title in ‘ABC Summer Picks & Originals’. Produced by Cheeky Little Media in Australia, Vegesaurs also enjoys international success with broadcast partners including BBC CBeebies and BBC iPlayer, PBS, Tencent and France Télévisions.
The Australian Open teamed up with Aussie early childhood learning company Mizzie The Kangaroo to launch a new limited-edition range of educational toys designed to instill a love of sport in the next generation of budding stars.
Available until late February, the collaboration combines the playful world of Mizzie and the energy and values of the grand slam, with five new items that gently teach babies and toddlers about the passion, resilience and joy of tennis.
Netflix has selected Merchantwise Group to manage the development and execution of local licensing and consumer products programs across Australia and New Zealand. Merchantwise, will work closely with Netflix’s local and global teams to
Children can join Mizzie The Kangaroo on a day of discovery at the Australian Open in a special sound book, where she gets to experience the magic of stepping onto the famous blue court and feel the atmosphere of the cheering crowd. A matching puzzle brings Melbourne Park to life as she hops her way through the precinct, while also encouraging problem-solving and storytelling.
For bathtime, a colour-revealing book and foam stickies promote sensory exploration, creativity and fine motor development, while the Little Ace match set pairs Mizzie The Kangaroo’s award-winning natural teething toy with the two new water-friendly items.
Mizzie The Kangaroo founder Sandra Ebbott says sport plays a crucial role in the development of young minds. “Teamwork, confidence and resilience are important for all areas of life, and
develop and execute licensing, retail and brand partnership opportunities across key titles and franchises, connecting local fans with their favourite series and films beyond the screen. The appointment covers a broad range of consumer product categories with a strong focus on locally relevant partnerships and retail execution. Alan Schauder, Group CEO of The Merchantwise Group, said Netflix continues to set the global benchmark for entertainment and storytelling. “Netflix is the most dynamic and influential force in entertainment today, with an unrivalled ability to create cultural moments that translate into powerhouse consumer brands. The slate is extraordinary, led by breakout titles such as KPop Demon Hunters alongside enduring global phenomena including Stranger Things, Bridgerton and ONE PIECE. We are excited and genuinely honoured to be entrusted with this responsibility and are committing senior focus and our full suite of capabilities to ensure Netflix’s consumer products ambitions are realised at scale across Australia and New Zealand.”
they’re skills that are learned best through sport,” she says. “This collaboration invites families and tennis fans alike to instill these values in our youngest learners, while also creating excitement around sporting activities.”
Sandra Ebbott, who started the award-winning business in 2015 but then had to rebuild in 2022 after the Brisbane floods destroyed more than 12,000 pieces of stock, says working with the Australian Open to develop the limited-edition toy range is the realisation of many years of work.
Among the newest additions to the Blue Chip Brands portfolio is Mack Trucks, one of the world’s most iconic industrial brands. With a legacy spanning more than 125 years, Mack Trucks is synonymous with strength, reliability, and American engineering heritage. Instantly recognisable through its bulldog emblem, the brand has cultivated a loyal fan base that extends well beyond the commercial vehicle sector.
Blue Chip Brands has been appointed to manage Mack Trucks’ consumer products licensing programme, with apparel and accessories deals currently being finalised. The first licensed ranges are scheduled to launch in the second half of 2026, leveraging the brand’s rich history, bold visual identity, and authentic workwear DNA to appeal to both heritage enthusiasts and modern lifestyle consumers.
Also joining the agency’s roster is Von Dutch, the iconic American fashion brand rooted in the rebellious spirit of Kustom Kulture. Known globally for its bold trucker hats, loud graphics, and distinctive logo, Von Dutch rose to prominence in the early 2000s as a symbol of counterculture cool, blending vintage motorcycle culture with streetwear attitude.
The first licensing deal finalised under Blue Chip Brands’ management is a range of automotive accessories, set to launch in Q4 2026. This new category expansion complements Von Dutch’s existing apparel and accessory ranges, which are currently available through leading Australian retailers including Culture Kings, Universal Store, General Pants, and City Beach. The programme is designed to reinforce the brand’s authentic automotive roots while continuing to drive relevance in fashion-led retail environments.
Blue Chip Brands has also been appointed as the official consumer products licensing representative for Neopets across Australia and New Zealand. First launched in 1999, Neopets
is one of the world’s most enduring and beloved digital brands, having captivated more than 150 million players globally. The franchise is currently experiencing a major resurgence, with brand-new game experiences rolling out across platforms including Roblox, Nintendo Switch, STEAM and META VR.
Under the new partnership, Blue Chip Brands will drive licensing opportunities across key categories including toys, collectables, apparel and accessories, tapping into both Neopets’ nostalgic millennial fanbase and a new generation of players discovering the brand.
In addition to new appointments, Blue Chip Brands is seeing strong growth and diversification across its established brands. Betty Boop continues to evolve as a lifestyle property, with Hot Topic Australia set to launch new homewares and health & beauty products in the first half of 2026, alongside a fashion accessories range from Vimwood. These launches further extend Betty Boop’s reach into everyday lifestyle categories while maintaining the brand’s timeless appeal.
Meanwhile, Pembe the Pink Cat is set for its consumer products introduction in Australiasia. Jasnor Australia will be launching plush, collectables, stationery, and giftware, while Bensons Trading will introduce Pembe Show Bags and a broader product range through amusement and attraction distribution channels, timed for Easter. The programme is designed to build strong visibility across family, gift, and impulse purchase environments.
Automotive heritage brand Shelby continues to gain traction both locally and internationally. Apparel programmes are now available globally through Cotton On, with strong Australasiian placement across Just Jeans, Kmart (men’s and women’s), and Big W in boys’ wear. Further expanding the brand’s lifestyle presence, a new range of automotive accessories is
scheduled to debut at Australian retail in the second half of 2026.
Artist-led brand Steven Rhodes also continues to scale rapidly, expanding into new markets, product categories, and high-profile collaborations. In 2025, the brand launched an exclusive collaboration with Stranger Things, featuring a series of three co-branded designs, alongside its first-ever collaboration collections with SpongeBob SquarePants and JAWS. Looking ahead, 2026 will introduce a new wave of collaborations, spanning classic horror icons and retro cartoon characters.
The Steven Rhodes consumer products programme is also experiencing significant international growth. Apparel collections have launched in India through leading retail groups The Souled Store and Bonkers Corner, with Mexico set to follow via new apparel partner Aurimoda. The programme continues to strengthen, with new licensing partners joining in recent months, including Trevco, Highlight LA, Philcos, and HarperCollins, further extending the brand across apparel, publishing, and lifestyle cat egories.
Collectively, these develop ments highlight Blue Chip Brands’ ability to build and manage dynamic licensing pro grammes across diverse sectors— from heritage automotive and fashion counterculture to global entertain ment and digital-first brands. With multi ple launches sched uled across 2026 and beyond, the agency is well positioned to deliver sustained growth for brand owners and retail partners in an in creasingly compet itive global licensing environment.
Blue Chip Brands continues to demonstrate strong momentum in the licensing marketplace, announcing a series of new brand appointments alongside significant deal activity and programme expansions across its existing portfolio. The latest developments reflect the agency’s strategic focus on managing culturally resonant brands with long-term licensing potential across fashion, lifestyle, entertainment, and automotive categories.
By Philippe Guinaudeau, BrandTrends.AI
philippe.guinaudeau@
brandtrends.ai.
Inside a licensing market where the Top 10 brands account for nearly half of all mentions
Rather than a fragmented landscape, Australia presents a clear hierarchy of brands. Visibility, engagement, and purchasing potential are unevenly distributed, creating both stability and constraint for industry players.
BrandTrends Group data shows why a small group of licenses captures most demand and how concentration defines licensing performance.
Australia is often perceived as a secondary licensing market due to its population size. BrandTrends Group data suggests otherwise. The Australian licensing ecosystem is compact, highly structured, and strongly dominated by a limited number of global entertainment brands. This concentration shapes consumer behavior, retail dynamics, and licensing outcomes across all age groups up to 65 years old.
BrandTrends Group analysis of the Top 100 entertainment brands in Australia shows a pronounced imbalance in brand reach.
Marvel leads with 12.8% of total brand mentions. The next closest brand, Harry Potter, reaches 6.1%.
Disney, Star Wars, Pokemon, and Bluey follow, each benefiting from sustained media exposure and multi category licensing.
The cumulative effect is significant. According to BrandTrends data, the Top 10 brands account for 44% of all mentions. Expanding the scope to the Top 30 captures 70% of total mentions. This level of concentration reduces the number of brands that meaningfully compete for consumer attention. It also raises the cost of entry for new properties and increases dependency on established brands for licensees and retailers.
The Australian licensing market remains primarily driven by entertainment and character-based brands. BrandTrends data shows that TV series, comic originated properties, and corporate entertainment brands dominate both the number of active licenses and their share of consumer mentions. Comic based brands in particular generate a disproportionately high share of mentions relative to their number.
This suggests that engagement intensity, not brand volume, is the critical
driver of licensing value. Brands with strong narrative universes and recurring content cycles generate sustained attention, which translates into repeat purchasing behavior.
Cross-media exposure remains a structural advantage. Brands that operate across film, streaming, gaming, and consumer products maintain higher baseline relevance than single platform properties.
Children play an important role in shaping brand awareness, but BrandTrends Group data indicates that licensing demand in Australia extends well beyond childhood.
Marvel alone counts approximately 2.89 million super fans in Australia. Harry Potter and Disney each exceed 1.3 million super fans. These consumers demonstrate high levels of emotional attachment and repeat engagement.
Age distribution analysis reveals two concentration points. One appears among teenagers aged 12 to 18. The second appears among adults aged 30 to 45. This dual structure reflects both current youth engagement and long-term brand retention through nostalgia.
As a result, licensed products increasingly target households rather than children alone. Apparel, collectibles, home items, and premium collaborations benefit from adult purchasing power while remaining anchored in child driven awareness.
One of the most notable characteristics of the Australian licensing market is its gender balance.
BrandTrends Group data shows that 63% of brand mentions are gender neutral. Male only brands account for
20% of mentions, while female only brands represent 17%.
Several major brands sit close to the center of the gender spectrum. The Simpsons, Harry Potter, Super Mario, and Netflix display balanced appeal across genders.
Other brands show clearer orientation. Marvel, Star Wars, DC Comics, and Nike skew male. Barbie, Hello Kitty, SpongeBob, and Friends skew female.
Marvel remains the leading brand for both groups, with 16.1% share among males and 9.4% among females. This suggests that gender inclusivity does not dilute engagement. It expands potential reach.
For licensees, gender neutral brands offer broader SKU efficiency and retail flexibility. For licensors, they reduce dependency on narrowly defined demographic targets.
Beyond awareness and affinity, BrandTrends Group tracks household penetration as a key indicator of licensing performance.
Marvel leads with 12.2% household penetration. Harry Potter, Disney, Bluey, and Pokemon also demonstrate strong in-home presence. These brands extend beyond toys into apparel, home goods, and everyday consumer products.
Household penetration correlates closely with purchasing frequency and category expansion potential. Brands present in the home benefit from shared usage, visibility across age groups, and higher long-term value per consumer.
Analysis of super fan behavior provides insight into potential licensing extensions.
0 - 65 years old. Autumn 2025. % Respondents - Multi choices question.
Source: BrandTrends Entertainment, October 2025
BrandTrends data shows that Marvel super fans in Australia also actively engage with DC Comics at 21%, LEGO at 17%, Netflix at 11%, and Disney at 10%.
This overlap indicates shared interest across entertainment ecosystems rather than isolated brand loyalty. Income analysis shows that most super fans fall within middle to high income brackets.
Many live in households with no children or only one child. This profile supports premium licensing strategies, adult focused collections, and limited edition products.
Despite its stability, the Australian licensing market faces increasing pressure.
Market saturation limits visibility for new brands. Economic constraints, including global tariff tensions and cost inflation, affect pricing and margins. Retail transformation continues to reshape how consumers discover and purchase licensed products. In this context, reliance on intuition
carries higher risk. Data driven selection becomes essential for prioritizing brands with proven household penetration and engagement depth.
The Australian licensing market operates on selectivity rather than volume. It rewards precision.
BrandTrends Group data shows a market shaped by concentration, where a limited number of global brands account for most consumer attention and household presence. Engagement is uneven, and licensing outcomes reflect that imbalance.
Children contribute to awareness, but sustained demand increasingly comes from households and adults. Brands that perform best combine cross generational appeal, gender balance, and consistent content exposure. Peaks in interest are tied to media cycles, not to the number of products available on shelves.
This structure leaves little room for approximation.
Licensing strategies that rely on brand visibility alone overlook the impor-
tance of engagement depth, fan intensity, and purchasing context.
The most logical next step is to move from broad brand portfolios to more focused choices.
To evaluate licenses based on evidence of household relevance and long-term engagement. And to align product development and retail timing with how and when consumers actually pay attention.
Understanding these dynamics does not guarantee success. Unfortunately, ignoring them makes underperformance more likely.
The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country.
The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.
BrandTrends Group is the global benchmark in brand and licensing intelligence, recognized as the gold standard in the industry.
Specializing in brand equity, consumer behavior, and lifestyle trends-particularly among children, youth, and families-BrandTrends operates in up to 53 markets annually, providing consistent, in-depth insights into brand performance and consumer sentiment worldwide.
What sets BrandTrends apart is its ability to turn complexity into clarity. Its team of expert analysts and data scientists uses proprietary tools like the Brand Popularity Index and Consumer Demand Gap to deliver actionable, strategic foresight. These insights help clients optimize retail activations, brand positioning, and product development.
At the core of its methodology is the seamless integration of advanced technology and Al-enhancing every stage of the research process, from data collection to analysis and delivery, with speed, scale, and precision.
Trusted by global corporations and smaller organizations alike, BrandTrends is committed to democratizing market intelligence and elevating the licensing ecosystem.
The Puppet Company continues to make its mark in Australia – and beyond
The Puppet Company has a strong market presence in Australia and New Zealand as a globally known company and brand, with literally hundreds of products in its catalogue. It’s certainly come a long way in 25 years. When The Puppet Company began its operations at a kitchen table a quarter of a century ago as a family-run enterprise started by parents and former teachers to help children learn through play, Australia felt very far away.
The company’s founders themselves would certainly have been surprised to learn that by 2026 their modest little enterprise would be celebrating its 25th anniversary with a global reach, including Australia, where it is represented by Sydney-based company Heebie Jeebies, which wholesales toys and gifts to museums, department stores and independent stores throughout Australia, in addition to Modern Teaching Aids, a leading Australian distributor of teaching resources for educators.
Heebie Jeebies will be at stand I17 at the Melbourne Toy Fair from the 1st to the 4th of March.
In New Zealand meanwhile, The Puppet Company partners with Christchurch-based Baby First, an importer, manufacturer, and distributor of hun-
As The Puppet Company celebrates 25 years in the toy business there are a number of exciting new product launches on the way to its global market, a highlight of which is the recent product launch from licensing partner the Natural History Museum – a Dinosaur Plush collection featuring six legendary prehistoric beasts.
Other major associations include ZSL, the RSPB, Elmer the Patchwork Elephant and PaddingtonTM – all of them part of an ongoing push into licensing and collaborations, which are seen as important opportunities for a company that is not only strongly established in its field but trusted and admired. Expect also for 2026 some stunning new plush from sister company Wilberry Toys, highlighting sea dwellers (the Wilberry Water Wonders), jungle animals (Wilberry Jungle Friends), dancer dolls (Wilberry Plush Dancers) and much more.
The Puppet Company’s My Cuddly Puppet collection will be a strong favourite too. It includes a bear, a dog, a duck, a frog, a bunny and a lamb, all incredibly soft hand puppets that are suitable from birth and that can also be used as com-
The company’s popular finger puppet ranges – which now include planes, boats and more in the new Cute Commute finger puppet range and Finger Puppet Decorations for Christmas and Halloween – are also expected to
be hits this year.
As is The Puppet Company’s ever-popular collection of more than 40 Eco Puppet Buddies, which uses recycled materials and sustainable material. However, almost all of the company’s output employs a high proportion of sustainable or recycled material in its manufacture.
All of which is expected to enhance an already strong appeal to Australian consumers. As Katy Rugman, Product & Marketing Director, says: “Our products are very popular in Australia, and we plan to continue to grow our presence there and in surrounding countries. We have a huge number of new puppets and soft toys to introduce to the market for 2026 and beyond as we celebrate our 25th anniversary that we can’t wait to introduce to our neighbours over the water.”
Jeannette Rowe is one of Australia’s leading preschool author/illustrators and her books have been delighting young children and their families for more than three decades.
Over the last 35 years, Jeannette has published over 250 book titles, selling more than six million copies in 25 languages, placing her at the top of Australia’s most successful creators of books for early childhood readers.
Jeannette’s bright art, simple language and interactive formats are carefully designed to make first encounters with books joyful and confidencebuilding for babies, toddlers and preschoolers.
Jeannette grew up in Melbourne and originally trained as an art teacher, working in primary schools and as a curriculum writer before moving into children’s publishing.
Her background in education gave Jeannette a strong understanding of how young children think, learn and play, and this insight continues to influence the way she constructs her stories and pictures.
Jeannette’s distinctive colourful style evolved following the birth of her daughter in the mid1990s, when she began creating books that responded directly to her child’s fascination with bold shapes and vivid colour.
Throughout her publishing career, Jeannette has focussed on creating distinctive series of books that combine simple text and visual humour, quite often with interactive elements that invite children to participate.
Jeannette has produced more than 14 different series of books for young children, each aimed at encouraging early literacy, vocabulary growth and curiosity about the world.
Jeannette’s bestselling preschool series of books include the Guess Who?, Whose?, My Family, SmartyCat and YoYo series, with lift-the-flap formats and strong graphic design.
These books are widely used in homes, libraries and early learning centres because they support key early reading skills like prediction, memory and wordpicture association in an appealing and playful way.
In Australia Jeannette’s books are to be found in Big W & K-Mart stores and are often sold in promotional offers through Aldi and Coles supermarkets.
The Dolly Parton Book Foundation also feature Jeannette’s books and one of Jeannette’s In the Bush book titles has been included in the last two Vic-
torian Kinder Kits given to all children starting kindergarten in the Australian state of Victoria.
Over the 35 years of continuous cre ative output, Jeannette’s books have been published by various Australian publishers includ ing ABC Books, Five Mile Press, Hardie Grant Egmont, Harp er Collins, Allen & Unwin, Lake Press and currently by Hachette Australia.
With millions of her books sold all over the world, Jeannette has given multiple generations of children the delight of reading, seeing and interacting with her fun and colourful books.
With a growing number of committed and engaged Products of Change Members in Australia, POC has organised its first regional Members Meeting in Melbourne on March 11 - 15.30 to 17.30.
There are POC Members all over the world, and with country-specific challenges, legislation, and opportunities becoming more pronounced than ever, POC is striving to provide dedicated support for each region.
Products of Change warmly invites any of its membership network in the region to join POC and its Ambassador for Australia, Lian Huddle, for an afternoon of shared learnings, discussions, and networking.
POC Member, The Merchantwise Group, have generously offered to host the meeting at their HQ in Melbourne.
For more information and to register for your place: www.productsofchange.com/all-events/poc-regional-members-meetingmelbourne-australia/
Born Legal, a new specialist legal consultancy focused on advertising and marketing compliance, has announced it has officially launched to help brands, agencies, and marketing teams navigate Australia’s complex advertising and marketing regulations with confidence. Founded by licensing industry leader David Born and experienced lawyer Emma Tiberi, Born Legal addresses a critical pain point for marketers: the time-consuming, costly, and often confusing process of ensuring advertising and marketing campaigns comply with regulatory framework.
“Every marketer knows the frustration of having a brilliant campaign idea delayed or derailed by legal compliance issues,” said David Born, Co-Founder of Born Legal. “With trade promotions regulations in particular varying across every Australian State and Territory, brands need expert guidance they can trust. That’s exactly what Born Legal delivers.”
Emma Tiberi brings deep expertise in advertising and marketing law to the partnership, having advised on countless promotional campaigns across major consumer brands such as L’Oréal, Lion and Nike. Her technical and commercial knowledge combined with Born’s extensive industry network through Born Licensing creates a unique offering in the Australian market.
The Australian Open and Sanrio announced a new collaboration bringing the Mr. Men Little Miss characters to the tennis court.
Launched on January 12th, the collection features a playful and uplifting range of apparel and accessories, including hoodies, caps, tote bags, and t-shirts, all adorned with iconic characters such as Little Miss Sunshine and Mr. Happy. A dedicated branded area will also be featured in the Australian Open’s flagship store and across its e-commerce platform, giving fans the opportunity to explore the collection both in person and online.
Silvia Figini, COO Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, said “For Mr. Men Little Miss characters, this collaboration is a remarkable achievement. It’s the acknowledgement of its status as a fully-fledged Global lifestyle brand, confirming its relevance is expanding. For Sanrio, collaborating with Australian Open is an honour. it allows us to promote fairplay and encourage consumers towards a healthier and more active lifestyle, which perfectly aligns with the messages our characters convey in their books” More than a fashion range, this collaboration celebrates shared values of diversity, equity, optimism and playfulness - values that sit at the heart of both the Australian Open and Mr. Men Little Miss. Rooted in a shared belief that sport can be a powerful platform for connection, self-confidence and mutual respect, the collection uses designs and positive messaging to encourage self-expression, inclusivity and joy, both on and off the court. Tennis, a game where determination meets joy and where competition and camaraderie coexist, provides the perfect backdrop for the Mr. Men Little Miss characters.
As the flagship event on the local industry calendar, the Australian Toy, Hobby & Licensing Fair continues to set the benchmark for trade engagement, innovation and business development in Australia’s toy and hobby market.
Organised by the Australian Toy Association (ATA), the Fair is the key annual meeting point for manufacturers, distributors, licensors and retailers from across Australia and overseas.
The Fair provides a high-impact environment for business, networking and discovery. Retail buyers and trade
visitors attend to preview upcoming product lines, place orders, meet suppliers and gain insight into emerging trends that will shape the market in the year ahead.
Held on March 1 - 4 at the Melbourne Convention and Exhibition Centre, the event will attract thousands of visitors and feature around 200 exhibitors. The show floor spans a diverse range of categories, including traditional and electronic toys, games, educational products, outdoor play, hobby and modelling products, collectibles, nursery items, books and children’s
furnishings. Licensed merchandise also plays a major role, with brands showcasing products linked to popular entertainment properties.
Beyond the exhibition, the Fair is an important hub for industry engagement.
The program includes networking opportunities, business meetings, and industry-focused sessions that address market trends, retail insights and innovation. An industry Awards night and social events further recognise excellence.
More than just a product showcase, the Australian Toy, Hobby & Licensing Fair plays a strategic role in the industry. It supports product launches, strengthens commercial relationships and provides a platform for both established brands and emerging businesses to connect with key decision-makers. For companies looking to grow their presence in Australia and the wider Asia-Pacific region, the Fair offers unmatched access to buyers, partners and industry knowledge.
Grandex International Development Limited F12
Hasbro ................................................................................. M06
Headstart International A01
Heebie Jeebies I27
HeyDoodle J12
Hobbies Australia Pty Ltd ............................................... C18
Hobbyco Imports ............................................................... I06
Honeysticks - Auckland DZ04
House Of Marbles H01
Hunter Leisure C40
Ikon Collectables ............................................................... L40
Ikon Collectables Pty Ltd ................................................. L37
IMC Toys Australia I40
Impact Merch. E04
Innovation First International Australia B22
isalbi ......................................................................................K40
Jasnor (Australia) Pty Ltd B40
Jazwares Australia N17
JC Toys E18
Jedko Games ...................................................................... H24
Jekca – Animal Building Blocks ........................................ E09
Jellystone Designs H11
Jenjo Games Pty Ltd B18
Jinx Luminous Jellyfish DZ01
Johnco .................................................................................... J17
Joyii Pty Ltd M30
Just Play Products B01 & B05
Kaiko C21
Kaleidoscope ........................................................................ I22
Kawada Australia ............................................................... C17
Keldan International D02
Keycraft x William Valentine B30
Knowledge Builder E23
Kollektive ............................................................................ D26
Korimco .............................................................................. G36
La Belle Toys F06
Lake Press E06
Layce Trading I12
Learn And Grow Toys ...................................................... C33
LEGO Australia and New Zealand N05
Lemon Doodle DZ07
Let’s Play Games J21 & I29
Little Dutch ......................................................................... F34
Loumet .................................................................................. I03
M.B.M.I Pty Ltd H22
Madmia E22
Mattel, Inc. C06
MDI Australia ..................................................................... C37
Meeple J02
Micador D17
Micro Scooters Ltd F31
mishmashed .......................................................................... J16
Mizzie The Kangaroo ........................................................ G33
MJM Australia A06
Modern Brands A40 & A40a
Moose Toys A23
My Binkie Bear ............................................................... DZ10
My Creative Box H13
N’Gons D11
Nourish By Nature F07
Oh Flossy .............................................................................. I18
Ohu ....................................................................................... E27
OzAnimart D18
Pageley Pty Ltd E10
Pink Poppy H18
Plasticant Mobilo ................................................................ E30
Play Nation Pte. Ltd. ........................................................... I05
Play4fun Ltd. I16
Pluto Minis DZ03
Product Management Group I34
Proline Australia ................................................................ G11
Puzzles & Games Specialists E17
Qtoys J05
Rainbow Pacific (Australia) H12
Science & Nature .............................................................. G08
Scoot and Ride .................................................................. D35
Shantou Chenghai Pengxiang Toy Co H28
Shantou City Bangdas Trading Co DZ09
Southern Cross Cycles J06
Southern Model Supplies ................................................. B17
Spin Master Australia A35
Springfree Trampoline Aust Pty Ltd M28
Stemtoy DZ12
Sweet As Sugar Jewellery ................................................ D21
Taf Toys ................................................................................ D13
Tara Treasures H25
The Brand Exchange A22
The Brand Licensing Group M35
The Scale Modellers Supply ............................................. E05
thinkle .................................................................................. D09
Tic Tac Joe Games DZ06
Tiger Tribe F09
Tomson Toys Pty Ltd A24
TOMY Australia ..................................................................K22
Tonies M22
Top Fun International H07
Toynamics Australia L21
Toyworld ............................................................................. N21
Ty Australia ......................................................................... C22
U. Games Australia L01
Unicorns United DZ08
Ventura Games A02
VTech Electronics ............................................................. A18
Weekend Hub E11
Wild Republic Australasia Pty Ltd K12
William Valentine B41
Windspeed Kites ............................................................... E21
Winning Moves ...................................................................K02
Zimbler B06
Exhibitor list correct at time of going to press.
Sunday 1 March
Monday 2 March
Tuesday 3 March
9.00 - 17.00
9.00 - 17.00
9.00 - 17.00
Wednesday 4 March 9.00 - 14.00
hobby& licensing
A look at what exhibitors will have on display in Melbourne this year.
A J Leeman Hobbies P/L is a specialist wholesaler of hobby products, serving model enthusiasts across Australia. They distribute leading brands in slot cars, Balsa Woods, Paint brushes and accessories through hobby stores offering quality products and reliable service to hobbyists.
Active Wheels Australia (AWA) is dedicated to creating happy customers by offering Australia’s best value products with exceptional quality and service. They are the home of premium, great-value ride-on toys and bicycles—available for delivery across Australia, including Melbourne, Sydney, Brisbane, Adelaide, Perth, Canberra, Darwin, Hobart, and everywhere in between. Australia-wide delivery straight to doors.
Acton Sales Australia are the official distributor for Ugears - wooden mechanical models, Tonecheer - 3D puzzle book nooks, Escapewelt - escape rooms in a box, and NEW Cartonic 3D cardboard sculpture puzzles.
While the Minions capture the heart, the engineering behind them comes from the GYROOR Base collection. As the exclusive Australian and New Zealand exclusive distributor, AHA Superstore bridges the gap between playful imagination and premium performance. Their ecosystem ranges from entry-level character ride-ons to high-spec, all-terrain hoverboards and adult electric scooters.
All Brands Toys brings the world’s most loved toy brands together under one roof. As Australia’s #1 toy whole-
saler, they are a trusted partner to retailers nationwide.They offer a vast selection of high-quality, in-demand toys at competitive wholesale prices. From timeless classics to the latest trends.
AIE Games is a leading distributor in Australia and New Zealand providing retailers with quality tabletop gaming and collectibles. They specialise in Trading Card Games, Accessories, Board and Card Games, RPGs, Dice, Books and Comics, Toys, and Gifts.
Artico is a design-led manufacturing studio specialising in custom wooden products. With their in-house factory, they offer low-MOQ production, rapid sampling, and flexible customisation for brands and retailers. From concept to finished product, they make it easy to create distinctive, high-quality pieces without the barriers of traditional manufacturing.
Artiwood is an award-winning educational toy company for big imaginations. It represents boutique global toy brands with an eco-friendly focus. The company was recently voted one of Australia’s Hot 100 wholesalers by industry peers for a fourth consecutive year. Toy Fair visitors can see the latest titles from House of Puzzle, Artiwood’s premium jigsaw puzzle brand, plus classic toys and games for active play from BS Toys. Its top-selling Kinderfeets Tiny Tot trikes have also been refreshed with a new colour palette.
asmodee is a global leader in tabletop entertainment, united by one passion: bringing people together through play. In Australia and New Zealand, they work with world-class publishers and retailers to grow the joy of gaming. From crowd favourites to modern classics, they ensure great games are discovered, shared, and enjoyed across the region.
ASP Sportz over the last 14 years has been involved in licensed sports across Australia’s national sports. With links to toys globally pre-COVID, in 2025 it began to reestablish itself in toys. they
have longtime partnerships with entities Yong Xing / Lucky Group / Joca / EITS and Wave.
Axis Toys will showcase multiple new brands and expanded ranges and collections at Toy Fair 2026. Highlights include Lundby’s evolution with the launch of two new dollhouses and complementing accessories with a refreshed brand identity. Fabelab’s new organic cotton birthday range is age-customisable and includes a birthday train, gift bags, bunting, and a birthday crown - as an appealing keepsake thanks to its versatile design; Swim Essentials launches a bold 2026 collection, expanding into beach toys, adventure pools, and an adult Luxe collection, while maintaining their focus on safety, quality, and standout design. Axis Toys is also proud to introduce several Australian-designed ranges, including the much-loved Frankie Ray Sunglasses. Koukla Baby offers essentials, teething toys and gifts for babies and toddlers, from nail care and teething solutions to soothers and drink cups.
Baby Brands are celebrating 25 years as a wholesaler of leading brands in Australia including Discoveroo, Twigz, Baby Einstein, Little Partners, Oball and more. They also have a wide range of baby goods including Hugabub and Manduca carriers, Ingenuity gear and TwoNomads accessories.
At this year’s Toy Fair, Banter is presenting a standout showcase of trading cards, collectibles, toys and games drawn from some of the world’s most influential entertainment and gaming brands. As the leading distributor of trading cards and a long-established partner to top gaming and toy properties, Banter delivers proven ranges that drive engagement across collectors, players and families. Front and centre is Banter’s trading card expertise, led by Pokémon Trading Card Game, alongside premium collectible brands Topps, Panini, and Kayou, the latter bringing high-impact licensed cards to the category. The range is rounded out by Yu-Gi-Oh! Gaming culture remains
a key influence across Banter’s portfolio, with products inspired by the titles kids and teens are playing, watching and sharing every day. From breakout Roblox-led sensations such as Grow A Garden, Steal A Brainrot, Blox Fruits, and Dress To Impress, to evergreen favourites like Minecraft, Banter’s range translates digital play into physical products that encourage creativity, roleplay and collectability.
Maison Battat Inc. - the trusted name behind brands such as Our Generation Dolls, Battat, B. toys, and Lullababy - has launched three new brands across the US, UK, European, Australian and New Zealand markets. This marks a significant milestone for the company, as it ventures into the rapidly growing kidult segment. With a legacy of creating high-quality, imaginative toys that span early childhood to pre-teen years, Maison Battat is now broadening its reach to appeal to older kids, collectors, hobbyists, and adults who embrace play and creativity as lifelong pursuits. The three brands debuting this season—Arkitec, Mr. Pa, and Laura Girl—reflect a thoughtful response to evolving consumer demands, particularly the rising appetite for collectibles, DIY experiences, and expressive lifestyle products.
Belta Brands is the Official Australian distributor of Sluban Building Bricks, Belta Sports, Belta Die Cast and the Australian Distributor for Centy Toys.
Bensons Trading Company is a leading Australian wholesaler supplying plush and soft toys, impulse novelty items, and licensed products. Representing global brands including Just Play, Mighty Jaxx, Paladone, Smoko, Younique, and PMI, they deliver trusted, high-quality, and commercially successful ranges to retailers across Australia and New Zealand.
Big Wheel Toys will be exhibiting a range of licensed products from LEGO and Hasbro. They will also be exhibiting award winning products across Craft, Games, Impulse and Outdoor.
BMS Brands is an Australian toy and
book company creating playful experiences across infant, preschool, sensory, construction, science, puzzles, craft and licensed ranges. From early learning toys to STEM kits, puzzles, and creative crafts, they design safe, innovative, and retailer-ready products, supported by trusted brands like Magic Sensory, ConstructIT, Kazaang, Puzzle Master.
Bobangles is an Australian distributor of beautifully designed gifts, stationery, puzzles, toys, and homewares. Representing a curated selection of international and boutique brands, Bobangles supplies gift shops, toy stores, bookstores, and lifestyle retailers across Australia. Focused on quality, creativity, and design, Bobangles delivers products that inspire joy, spark imagination, and bring colour and charm to everyday life.
Epic Distribution (Boox2U) offers ranges of Toys, Books, Crafts, Puzzles and more. Brands include iM.Master, Budeez, Cubic Fun, Picasso Tiles, KOCO, Scrunchems & Mystery Ballerz!
Bouncibles is a forward-thinking collectible brand built to deliver play-driven products defined by premium materials, carefully crafted modern designs, consistently high product quality, and an affordable price point - all with a strong focus on value. In line with global trends toward active play, Bouncibles invites movement, interaction, and imagination - no batteries required, 100% kid-powered fun.
Bright Wonders is a leading Australian distributor of premium, design-led, European toys, gifts and games.With over 20 years in business, they specialise in innovative, durable, and eco-friendly products that nurture imagination, creativity, and lifelong learning. Each hand-selected range transforms everyday play into an inspiring experience.
At CA Australia they love creating great toys that spark joy by bringing smiles and making a positive difference to the world. CA has been an industry leader for 40+ years. A family-owned Australian business with a passion for
sustainability, their huge range of plush animals has been lovingly handcrafted and brought to life with Recycled & natural materials!
C.s. Kids Limited ignite children’s passion for lifelong learning.To help teachers and parents fuel children’s desire to learn, they offer one-of-a-kind Early Years & Primary Years Teaching Resources which make learning fun. The bestsellers arts and crafts items are sewing animals, cross-stitch keychains, mosaic stickers, night lamps and paper quilling which are all suitable for ages from 3 to 10 years.
Custom Originals Australia is the home of Cat Collectables. Discover the world of Cat scale models, toys, ride-ons, games and puzzles – officially licensed and built for big imaginations. From authentic die-cast replicas for collectors to rugged toys for kids who love to play tough, they bring the iconic Caterpillar brand to life in Australia.
Centy Toys, with over 30 years of manufacturing experience, is a leading Indian maker of quality automotive miniature toys compliant with global safety standards like ASTM, EN71, and AUS/NZ. Distributed across retail and online channels, Centy has recently collaborated with renowned brands including Royal Enfield and Hasbro, and is actively expanding its international presence.
Charlie Bears will continue its popular Moomin license into 2026. Launching at the Australian Toy Fair this March, the brand will unveil a new fully jointed, affordable plush range featuring four characters from the Moomin family. Famous for creating “bears with
personality,” Charlie Bears’ commitment to handmade bear artistry brings exceptional character to every design, combining licensed charm with proven craftsmanship to drive strong retail appeal. Over and above, Tiny Teddies and Cuddle Cubs, as well as Bear & Me will be on show.
Founded in Italy in 1963, Clementoni is a global leader in educational and creative play, dedicated to inspiring curiosity, learning, and imagination at every age. From baby toys and STEM kits to puzzles and Kidult, Clementoni has a strong and expanding presence across key categories combining innovation, design, and quality.
At Clover Street they are passionate about toys and learning through play. They are proud to be the Retail Distributors and Sales Agents in Australia and New Zealand for leading pre-school, early education and STEM brands Learning Resources, Educational Insights, hand2mind and Born Big.
CONNETIX is an Australian-based company on a mission to champion the power of play by bringing to market high-quality, STEAM and MESH accredited magnetic tiles that inspire open-ended play and nurture children’s development. Their award-winning tiles offer beautiful clear refractions, strong magnets and long-lasting durability, thoughtfully curated to pro-
vide a resource that promotes skill development and hands-on learning.
Cooee Classics began making diecast models 25 years ago. Today they produce a range of highly detailed and collectable diecast models in 1:87, 1:76, 1:64 and 1:50 scales. They make classic Aussie cars in 1:64 and 1:87 scales from the 1950s through to the 1980s. They stunning model trams are famous and our 1:50 Mercedes trucks are finely detailed.
Cotton Candy Imports is the home of Palm Pals. Dr Suess The Grinch is their hottest license, with a range of Soft Toys, Neon Lights, Animated Toys, Cushion and more. They are also the creators of our own brand plush toys, and distributors of Aurora Fancy.
Couture Kingdom is an Australian-owned licensed jewellery brand creating high-quality, fashion-forward jewellery for kids and the ever-growing kidult audience. The brand brings iconic pop-culture characters to life through playful, wearable designs that balance fun, durability, and contemporary style. Working with world-loved licenses including Disney, Peanuts, Hello Kitty & Friends and Care Bears, Couture Kingdom designs jewellery that appeals to young fans discovering their favourite characters for the first time, as well as adults who grew up loving them.
CRAZY - Australia’s Premier Skate Brand is offering a range of Roller Skates, Inline Skates, Scooters and Crazy Socks.
At Crunchyroll, they deliver what animé fans love. From endless content to immersive experiences, they take animé beyond the screen. As an independently operated joint venture between U.S.-based Sony Pictures Entertainment and Japan-based Aniplex, they unite fans and creators worldwide. Locally, they are the exclusive distributor for Ichibankuji and Studio Ghibli merchandise.
Divisible by Zero has an exclusive range of games, puzzles, toys and gifts.
Featuring infant toys, models, plush, construction, brain teasers, musical instruments, outdoor games, craft, bubbles, educational games and more! Catering for both premium and budget priced items, their range has something for everyone. Brands include, Clixo, Carma Games, Moluk, Tossit, Fascinations (Metal Earth), Honeycombs, PlayMe, Mobi, Pustefix, Laboludic, Poppik, Ebulobo among others.
Dragon Odyssey is an Australian-designed family card game for kids who’ve outgrown entry-level games and want more strategy without longer playtime. Created by a 9-year-old who’d outgrown simpler games and wanted something his friends would ask to play again, it sits naturally as the next step after games like Sleeping Queens. Easy to recommend, quick to learn, highly replayable.
Drake Collectibles is a manufacturer and distributor of High End Quality diecast replicas of Australian truck, trailers and associated products. Their products are not only very popular in Australia but around the world. They are rapidly being recognised as a major contributor to the world wide premium collectable market.
Eagle Sports is the ultimate wholesale partner for toys and sports gear! Explore E-Jet Sports and Games, featuring the exciting Soccer Rebounder Game, plus a massive range of sports-adjacent products—backyard, family, darts, table tennis, and premium games tables.
Ed.Vantage trusted brands include First Creations, Learning Can Be Fun, Sensory Sprouts and Educational Colours. Educational Colours has been established since 1980. Their goal is to inspire and encourage creativity and learning in tomorrow’s generation both in the classroom and at home.
Edu Fun Australia, part of the global EDU FUN network established in Germany in 1996, crafts premium early learning furniture and wooden toys. They supply wholesalers and distributors with high quality, durable products
meeting international safety standards. Based in Victoria they provide nationwide access to innovative solutions for Early Learning Centres.
Eleganter Australia specialises in high-quality wooden toys, educational gifts, and Australian-themed products. With 30+ years in the industry, they support retailers with trusted, affordable ranges designed for families, gift stores, and tourist destinations.
As officially licensed local distributors for Epic Armoury products, Epic Armoury Australia offers unmatched quality, variety, and reliability for wholesale Live Action Roleplay gear. Providing simulated weapons, armour, and accessories crafted by LARPers for LARPers. With deep product knowledge and a passion for immersive storytelling, they are the trusted choice for retailers, LARP customers, parents, and cosplayers.
Eureka Concepts is a boutique wholesaler based out of Sydney exclusively distributiong: - EzyRolller range of ride-ons - Wikki-Stix one of a kind creatables (USA) - Senseez vibrating cushions and handhelds. All stock in Sydney. Fast and friendly service.
FILA Group Australia, a subsidiary of F.I.L.A. Group Italy established in 1920, is the go-to solution for those seeking to express their creativity, offering a portfolio of brands - DAS, Giotto, Giotto be-be, Lyra, Daler Rowney & DOMS and products for art and creative education.
Peter Fish Toys are back. Distributor of Zing Novelties and gifts Fish Toys Moooyah Specialising in pocket money, carnival toys.
Formula Sports & Games brings fun to every setting, from backyard games and beach toys to pickleball, table tennis, darts, and snooker. Dedicated to creating moments that bring people together, they deliver the perfect game for every occasion. Supplying leading brands including Formula Sports & Games, Waboba, Cooee, Onix, Target, and more.
Frank Educational Aids Pvt. Ltd., founded in 1989, is an Indian manufacturer of games and puzzles not only for children but also for older kids and adults. With strong domestic distribution and global exports, it is a licensed partner for Disney, Marvel, and others. Known for quality and ethics, Frank also undertakes OEM projects.
Funko is a global pop culture company with brands including Funko, Loungefly, and Mondo. Funko products include the global phenomenon Pop! Vinyl range and Bitty Pop! among others. Funko has been distributed by Ikon Collectables in ANZ for 25 years. This longstanding partnership continues to go from strength to strength through a hugely diverse portfolio of retailers in the market.
For over 35 years, Funrise has been a global leader in designing, manufacturing, and distributing toys that spark joy and imagination. Their mission is to create fun for kids of all ages through innovation and creativity.
Games Wholesale is the exclusive Australian importer for brands including Robotime, Reobrix, Educa, Schmidt, Anatolian, Castorland, Gameland, Pintoo, Yomega, Moyu, Philos, Launch, and Steal. Joint importers of brands including Bicycle and Clementoni. Plus they are distributors of national brands, including Hasbro, Mattel, U Games, Goliath and Winning Moves.
For over 40 years, Games Workshop has been a world leader in the design, manufacture, and retail of tabletop miniatures-based strategy games. Its flagship products include the Warhammer 40,000 and Warhammer Age of Sigmar settings and games, each comprising a range of hundreds of finely detailed plastic miniatures kits, as well as specialised paints, books, accessories, and board games.
Geek X Distribution’s mission is to bring the best brands to Australia for all pop culture and gifting needs. Their team works to help cultivate business with their exciting range of products and hands-on support, customers will
be rebuilding the Death Star in no time!
Giiker Australia is the Australian branch of international award winning smart toy game brand, Giiker. Giiker is a technology company with a dedication to the development of smart and connected edutainment products. Their products help families and kids to have fun, develop mental skills, and have quality time together.
goba Sports Group is a global leader in innovative recreational and sporting goods, dedicated to inspiring everyone to go outside and be active. Their portfolio features world-class brands such as Springfree Trampoline and goba that make outdoor play, games, and backyard fun both accessible and aspirational. goba is a design-forward lifestyle brand inspired by movement, play, and connection. They create products that bring people together and turn everyday spaces into places for shared moments. At the ATA show, we’re proud to feature two exciting brands now available for wholesale: Battle Dartz delivers high-energy indoor and outdoor games designed for the whole family. Simple to set up and fun for all ages, it’s all about ready, set, fire - and getting people playing together. gobaplay introduces beautifully designed backyard play solutions, including the TitanFlex Swing Set with Saucer Tent Swing. Built to last, sleek in design, and backed by a five-year warranty, it’s made for families who value quality, safety, and style.
Goldstar Imports offers a broad range of toys and games, including board games, summer toys, outdoor play items, travel games, and a wide selection of general, everyday toys. Their range is designed to suit variety stores, gift shops, and seasonal retailers, with bulk options available at competitive wholesale prices.
Grandex International Development Limited, marking two decades of industry leadership, is a premier toy manufacturer headquartered in Shantou China, with a dedicated product design team and showroom in Hong
Kong. They are global leaders in Radio Control, battery-operated, and friction vehicles, proudly holding official licenses for Toyota, Ford and Rezvani models. In additional to vehicles, their portfolio also includes robots, action figures, baby dolls and bubble toys.
Hasbro is a global leader in play and entertainment, renowned for its portfolio of iconic brands including NERF, Monopoly, Play-Doh, and Transformers. Hasbro delivers innovative products, builds strong partnerships with retailers, and champions community engagement through sustainability initiatives and social responsibility programs.Their mission is to entertain and connect generations through the wonder of storytelling and the excitement of play. From childhood dreamers to passionate gamers and collectors, Hasbro inspires creativity and connection through a diverse portfolio of toys, games, entertainment, licensing, and immersive brand experiences.
Headstart International will showcase over 50 brands at Toy Fair. These include Ooshies who are celebrating 10 years in 2026, with more global licenses than ever and an amazing lineup of new products. Additional lines include Pillow Pets, Sporting Toys & Collectibles, Retro, Jurassic World, Toy Story 5 and other thteatrical releases, plush including Care Bears, Disney, Hello Kitty and more and dolls including Disney Princess, Winx and Mermaid Magic.
Heebie Jeebies is a proudly Australian wholesale company that loves to create fun things for inquisitive minds. They design and develop their own products and source the latest exciting products from around the world. They range over 500 different products across 11 Brands.
HeyDoodle is an Australian brand creating reusable silicone activity mats and foldable Tales books that inspire creative, screen free play. Designed by an architect and loved by families and educators, their products combine beautiful artwork with subtle educational elements. Durable, portable and
endlessly reusable, HeyDoodle offers a sustainable, engaging solution for learning at home, in classrooms and on the go.
Hobbies Australia imports and distributes quality hobby products. Wholesaling over 30 years representing leading manufacturers in the hobby industry. Model kits, Model paints, Radio Control, Model diecast, Model Railways.
Hobbyco Imports is a long-established, Australian-owned and operated wholesaler offering a wide variety of well-known and respected brands and products. As a value-added wholesaler, they know what works and have tailored their brand selection to cater to needs. Brands include Bandai Namco, OKTO, Aoshima, Daron, Heller, Tamashii Nations, Hasegawa, Zilipoo, MiToys, and many more.
Honeysticks is a team of parents, planet lovers, and art enthusiasts from Aotearoa New Zealand, crafting safe, sustainable art and play tools for toddlers and preschoolers. From their beeswax crayons and world-first beeswax pencils to award-winning paints and bath colour fun, products are designed to support early development and spark joyful, open-ended play. Made with natural, food-grade ingredients and recyclable packaging,
House of Marbles has been designing, creating, and selling fun and entertaining products since 1973. Their warehouse, sales, and customer service teams are based in Sydney, allowing us to offer Australian customers a wide range of great-value products that are delivered quickly and efficiently to your door.
Hunter Leisure is a 100% Australian-owned family enterprise with over 50 years’ experience, offering a comprehensive range of leisure products across Craft, Toys, Sporting. Their range is supported by our in-house design team and close relationships with all licensors. Visit https://www. hunterleisure.net.au for more information.
Ikon Collectibles is one of Australia and New Zealand’s most diverse suppliers of pop culture licensed product, including action figures, statues and busts, diecast vehicles, card games, blind box collectables, construction and other general merchandise in the collectables genre..
Ikon distributes for some of the most recognised collectables manufacturers worldwide and can supply retailers of all shapes and sizes.
IMC Toys is much more than a manufacturer of toys. Since 2018, the company follows a content focused strategy to offer children a universe of entertainment and play. Following the successful Australian re-launch of Cry Babies in 2023 and the introduction of Baby Paws in 2024, IMC Toys looks forward to introducing more new brands and products in 2026.
Impact Merch. produces and distributes a wide range of licensed merchandise. Product includes Posters, Stationery, Jigsaw Puzzles, Calendars, Mugs, Door Mats and much more... Key brands include K-Pop Demon Hunters, Marvel, Disney, Pokémon, Minecraft, Harry Potter, Pusheen, Star Wars and Bluey. They ship to large and small retailers from their Sydney warehouse or directly from China.
Innovation First Australia is a leading distributor of innovative toy and hobby products across Australia, offering a diverse range of interactive, educational, and tech-inspired play experiences. They partner with retailers of all sizes to deliver high-quality, engaging products that spark imagination, encourage hands-on discovery, and inspire the next generation.
isAlbi curates comprehensive gifting collections that inspire customers and blend style, heart and functionality. As a trusted distributor of design-led brands, we partner with retailers to provide purposeful gifts, seasonal highlights and proven best-sellers that elevate every gifting experience — perfect for everyday moments and any seasonal celebrations.
Jasnor, a leading distributor of licensed toys and gifts in the ANZ market, is significantly expanding its blind box and collectibles portfolio in 2026, reinforcing its position at the forefront of one of the global toy industry’s fastest-growing trends. Blind box and surprise-led collectibles have dominated the global toy landscape throughout 2025, and Jasnor has responded with a robust, multi-category strategy designed to meet growing consumer demand across Australia and New Zealand. The expanded range spans a variety of highly collectible formats, including mini surprise bag figures, vinyl blind box figures, plush keyrings, plush vinyl keyrings, phone stands, magnets and enamel keychains – all presented in engaging blind box formats that encourage repeat purchase, trading and social engagement.
Licensing remains central to the strategy, with Jasnor continuing to reinvigorate some of the world’s most recognisable characters through the blind box format. Upcoming ranges feature globally loved properties such as Miffy, Pusheen, Hello Kitty and Friends, Disney and Care Bears. Through highly detailed design, fresh formats and collectible-driven assortments, Jasnor is ensuring these iconic brands remain relevant, exciting and collectible for today’s consumers.
Jazwares, a Berkshire Hathaway company founded in 1997, is a global toy manufacturer known for imaginative, trend-driven products across categories including plush, playsets, figures, collectables, and costumes. Jazwares’ portfolio includes brands like Squishmallows, Pokémon, BLDR, Star Wars and more with worldwide offices and distribution in 100+ countries.
JC Toys is an Australian toy distributor bringing beautifully designed, high-quality European toys to local retailers. Based in Sydney and backed by over 20 years of industry experience in Europe, they focus on thoughtful design, durability, and creativity. They proudly represent Tambú and Kidywolf - unique brands that inspire play, learning, and connection.
Jedko Games is a one-stop supplier for games, jigsaws, playing cards, & puzzles! They are the exclusive Australian distributor for 15+ premium overseas brands, including Wasgij?, Holdson, Gamewright, Jumbo, Hanayama, Professor Puzzle & Gibsons (just to name a few!).
Jellystone Designs exists to help children unlock the magic of play.
Jenjo Games
Jenjo Games has the best range of quality indoor and outdoor games, play equipment and kids educational games. They are committed to making high quality wooden games at the best price.
Johnco are the proud Australian distributors of award-winning quality toys from global brands including MAGNA-TILES, Classic World, Clemmy, Dantoy, Plus Plus, 4M, Johnco, Avenir, MierEdu and more.
Joyii is a Melbourne-based toy and collectibles distributor passionate about play and design. Partnering with URDU and other leading brands, they supply premium figures, blind boxes, and licensed collectibles to independent toy stores, pop-ups, and online retailers across Oceania. Bringing authentic joy and innovation to every shelf.
Just Play stands for exactly that - they believe kids should just play. They create toys that enable imaginative, role, and storytelling play across all ages from infants to “kidults,” and in categories ranging from plush and novelty to collectibles. They partner with top licensors like Hasbro and The Walt Disney Company to produce toys that inspire future storytellers.
Kaiko Fidgets is a Melbourne-based, family-run sensory design company created by co-founder Jo Seymon and her son Kai. Designed through lived experience and OT-informed principles, every Kaiko tool is crafted with purpose, feel and quality at its core; not a generic product re-labelled as ‘sensory.’ With over eight years of innova-
tion and a commitment to thoughtful Australian design, Kaiko’s range is now trusted in homes, schools, clinics and workplaces nationwide. They will be showcasing their full collection of tactile, magnetic and metal sensory tools; bright, visually striking and impossible to put down. Sensory has become one of the fastest-growing mainstream categories across gifting and toy retail, and Kaiko stands out for its clever mechanisms, premium feel and designs people instantly connect with.
Kaleidoscope is a family-owned importer and distributor of high-quality children’s toys. Their range focuses on interactive and educational toys that encourage children to think, learn and develop their creativity in fun and engaging ways. Their products are designed and built to the highest standards in safety, quality, and environmental sustainability, backed with great customer service.
Keldan International has long been recognised as one of Australia’s leading creators of Australiana, Sealife, Wildlife and Dinosaurthemed concepts. This year, they are taking their passion for play and design even further with the launch of a collection of eco-friendly products all crafted using a thoughtful blend of recycled, recyclable and biodegradable materials. Visitors to their stand will be the first to experience these new ranges, including: Lil’ Gemz Squishy Toys - A vibrant, tactile collection featuring awesome animals from land, sea and the dinosaur age inside their shapeshifting gems! Lil’ Gemz combine playful character design with ecoconscious materials, making them a standout choice for retailers seeking sustainable sensory play options.
Keycraft (distributed by William Valentine) is a leading supplier of pocket money toys, plush (Living Nature brand) and creative point-of-sale display solutions. They serve a diverse range of retailers with a product line that features impulse toys, eco-friendly soft plush and the latest on-trend novelties. They have over 500 items available.
Knowledge Builder have been designing and manufacturing educational resources that inspire curiosity and support meaningful learning in schools and at home. They are known for their award-winning Pocket Money Games and Geography Game. This year at the Toy Fair they launch their newest game, New York City Subway Hustle.
Kollektive is a distribution partner of world leading consumer brands. Based in Melbourne, the team’s forward thinking approach to business delivers the very best of innovative products, premium brands and smart systems.
Korimco Soft Toys, established in Australia, is a leading designer and distributor of premium plush toys. Renowned for quality and innovation, it offers a wide range of cuddly companions for all ages, blending timeless designs with contemporary trends. Trusted by retailers nationwide, Korimco combines Australian charm with global appeal, making it a favorite in the soft toy market.
La Belle Toys has been in the industry for over 25 years supplying quality educational toys to independent stores and pre-school suppliers. They are exclusive distributors for Fun Factory, Viga and PolarB Wooden Toys, Gowi Toys (Austria). The range covers wooden toys, musical instruments, doll prams, animal replicas and more.
Lake Press is a children’s book publisher, offering innovative and high-quality products. Lake Press is based in Melbourne, and publishes a vast range of formats: board and novelty books, col-
our & activity, educational workbooks, licensed products, picture storybooks, flashcards and more.
Layce Trading has been in business for over 15 years specialising in supplying retail markets both locally and internationally, in books and toys. With their extensive industry experience, they offer all customers a vast range of goods at irresistible prices.
TileTek by Learn & Grow Toys, based in Coffs Harbour is a family-run manufacturing and distribution company dedicated to creating open-ended toys that evolve with a child, under the ethos of ‘Play. Learn. Grow.’ They specialise in manufacturing toys that are innovative, creative and educational. Their meticulously crafted toys foster a love for learning and spark creativity in children
Lemon Doodle is a delightful range of super-soft plush toys with big personalities and irresistible charm. From quirky characters with fun accessories to classic cuddle-ready animals, each toy is thoughtfully crafted for hugs, gifting, and display. The characters also appear in a cheeky illustrated book series, adding a playful storytelling layer for kids and grown-ups alike.
Let’s Play Games is Australia’s premier distributor of specialist tabletop games. They offer a wide range of games, from classic board games to the latest and greatest in tabletop gaming. Their selection includes something for everyone, from families to hardcore gamers. They pride ourselves on bringing the best of the tabletop gaming world to Australia.
Little Dutch is a Dutch-born toy brand creating timeless, safe, and stylish products for babies, toddlers, and preschoolers. Designed with love and creativity, their toys inspire play, discovery, and special moments. Perfect for gifting or keeping, they proudly distribute through boutique retailers and our Australian website.
Loumet continues to lead the way in bringing the world’s best play prod-
ucts to the Australian market, spanning outdoor and indoor play, pool and water fun, novelty items and more. Its ever-expanding portfolio features globally recognised brands including multi-award-winning Go Play!, YoYoFactory, Slida and Clementoni. In 2020, Loumet proudly introduced its own Australian brand, Go Play!, created with a clear vision to design and manufacture innovative games that can be enjoyed anywhere, anytime. With a strong focus on active play, Go Play! is driven by a mission to deliver high-quality products that bring hours of fun to individuals and families alike. That spirit of innovation continues into 2026, with new developments in chalk play set to expand the brand’s offering.
Welcome to the world of Madmia, where socks come alive with bright colours, playful accessories, toys and crazy cool designs! Madmia has a social community of over 600,000 followers that are actively engaged with the Madmia brand and products.
Mattel is a leading global toy company and owner of one of the strongest portfolios of children’s and family entertainment franchises in the world. They engage consumers through their portfolio of iconic brands, including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends and UNO, as well as other intellectual properties that they own or license in partnership with global entertainment companies.
For over four decades, MBMI has remained steadfast in their dedication to promoting toys that foster individuality and stimulate curiosity.
MDI is a specialist developer and distributor of quirky toys and gifts. They are a Brisbane-based wholesale company with over 40 years of industry experience. They pride themselves on being efficient, super friendly and down to earth.
Proudly celebrating 10 years in 2026, Meeple is a Melbourne-based distributor passionate about bringing people together through the joy of tabletop
gaming. They partner with leading international publishers to deliver the best strategy, family, and party games to Australian and New Zealand retailers - They aim to share great games with everyone, that’s why wethey are Meeple – The Boardgame People!
Micador Group has fuelled Australian creativity for over 70 years. Family-owned and fiercely focused on quality, they make art supplies for ages 1 to 101!
Distributed through education, specialty and major retail nationwide, our brands include their just-launched heroes - Colour, Wash, Repeat and Outside Lines plus Micador, Micador jR., early stART, Micador For Artists, Dark Arts and more.
Micro Scooters is the official distributor of Swiss-designed Micro scooters in Australia and New Zealand. Launched in Australia in 2007, they inspire active play with durable, award-winning scooters for all ages. Their intuitive lean-to-steer three-wheelers, developed with Swiss medical experts, help toddlers and preschoolers build balance, coordination and confidence. Voted Toy of the Year multiple times, Micro champions fun, healthy, sustainable movement.
The team at mishmashed love stuff, things and products...anything interesting grabs their attention. Their current range has European outdoor play,
traditonal bath, sensory books, craft, family conversation and crinkly cloth books.
Mizzie The Kangaroo is home to Award-winning, Australia’s Original Natural Teething Toy and Educational Toys that give the best start in life. Purposeful, educational, natural and sustainable, Mizzie The Kangaroo products develop babies to toddlers through fun. Come discover the exciting new Limited edition Australian Open Baby and Toddler range and the world of future sporting opportunities.
MJM Australia, the premier creator of licensed and non-licensed puzzles and games, proudly represents world-renowned brands including Disney, Pixar, Marvel, Star Wars, Bluey, Paw Patrol, Jurassic World, Minions, Gabby’s Dollhouse, Dora, Thomas Kinkade and more. Their extensive collection embodies quality, innovative design, delivering timeless entertainment for all generations from kids to adults.
Modern Brands is the exclusive distributor for Australia and New Zealand for world-leading retail brands including Ravensburger, Disney Lorcana, Schleich, Sylvanian Families, Melissa & Doug, Playmobil, BRIO, Siku and more. They offer an extensive range of toys that stimulate learning and imagination but ultimately are lots of fun.
At Moose Toys, they are all about the Superhappy; the ‘WOW I love this’, the ‘OMG I can’t believe it!’ feeling that only toys can create. Their toys dominate collectibles, dolls, action figures, games and youth electronics. They have stretched theselves into creating superduper content and the biggest licensing deals.
My Binkie Bear believes childhood milestones shouldn’t feel overwhelming, they should feel empowering. The brand was created to support families through some of the most emotionally significant transitions of early childhood, using tools that nurture confidence, independence, and emotional resilience in toddlers while reducing stress and uncertainty for parents.
My Creative Box is an Australian children’s educational brand created by a Mum and Teacher to inspire creativity, learning, and connection through expertly designed craft, STEM, and play kits. Each complete box includes everything families need to create meaningful, hands-on experiences that spark imagination, elevate education, and bring families closer together. Designed for connecting, learning, and awesome fun!
N’Gons is a New Zealand based manufacturer of the N’Gons Polygon-based construction-toy-system products. They are new to the market, and have a patent-pending design that solves for two major issues found in existing polygon-based toys. N’Gons are 100% Recyclable, and they are aiming to be the first STREAM certified toy, the R standing for Recycling.
Nourish by Nature brings colour, creativity, and fun to bath time and beyond! They design safe, non-toxic, and easy-to-clean bath crayons, bath rocks and creative colouring products including reusable silicone colouring mats that inspire imagination and sensory learning. The products turn ordinary moments into colourful adventures. Splash, scribble, and play.
Oh Flossy creates natural, safe, and gentle kids’ play makeup and tween skincare in Australia. From face paint and glitter to lip gloss and nail polish, their fun, non-toxic formulas let little ones be little and shine big. Inspired by children’s curiosity, they have reimagined makeup and skincare for kids and tweens—simple, creative, and safe for every stage of play.
Pageley has been established since 1980 and specialises in the wholesale distribution of quality hobby consumables to toy and hobby retailers throughout Australia and New Zealand. Pageley is the exclusive Australian and New Zealand distributor of Delta Hobby Tools, Paintbrushes and Airbrushes and Compressors and also the Australian and New Zealand distributor for GSI Creos Mr Hobby Paints and Finishing Materials.
With nearly 40 years of experience, Yipose Trading Company Pty Ltd, trading as Pink Poppy, stands as one of Australia’s most established and commercially successful names in the children’s marketplace. Australian owned and Sydney-based, Pink Poppy is a trusted wholesale partner delivering high-performing children’s accessories, toys and gifts to retailers nationwide. Founded in 1987, Pink Poppy has built a reputation for sell-through-driven design, strong brand recognition and consistent category growth. Retailers choose Pink Poppy for its ability to combine on-trend design, proven licensed brands and reliable quality— creating ranges that appeal to both children and parents while maximising repeat purchases. Pink Poppy’s strong licensed brand portfolio, including Disney Frozen, Disney Princess, Disney Moana, Disney The Little Mermaid, Emma Memma and Claris the Chicest Mouse in Paris, gives retailers access to globally recognised characters combined with Pink Poppy’s design expertise. These ranges consistently drive brand awareness, multi-product purchasing and strong impulse sales.
plasticant mobilo is appreciated by educators all over the world as a highly educational learning toy. It promotes fine motor skills and creativity, trains cognition and three-dimensional thinking, teaches team spirit and social behaviour – as a highly educational STEM toy, plasticant mobilo is a wonderful and timeless companion for generations of kids. In the nursery, preschool, kindergarten or home.
Founded in 2009, Play Nation is a highly innovative, award winning games
and toys company. They are SEA’s leading player in the games and toys category, and they design, manufacture, distribute licensed games & toys globally. They are games and toys partners to internationally renowned licenses focusing on the Kidults market.
Play4fun Ltd., based in Hong Kong, distributes stylish, eco-friendly partyware designed in Italy and made in China. Our FSC-certified plates, cups, and napkins are crafted from responsibly sourced, recycled paper—safe for food contact and kind to the planet.
Pluto Minis is a Melbourne business 3d printing high-quality, eco-friendly, D&D and tabletop miniatures. With licenses to over a 10,000 thousand models, we champion local production, artist partnerships, and sustainable materials. Their mission is to support gaming communities through imaginative, detailed miniatures that inspire connection, creativity, and adventure at every gaming table.
Proline Australia is committed to importing high-quality STEM educational products to meet the increasing demand within the Australian market. Their selection includes Bresser Junior and Disney’s National Geographic items, featuring premium microscopes, telescopes, binoculars, metal detectors, and comprehensive outdoor bundles. The Bresser family characters offer a range of downloadable resources that enhance the educational value of their products while providing engaging activities for children and youth pursuing scientific exploration.
Puzzles and Games Specialists are Australia’s leading supplier of puzzles, board games and classic traditional games. They carry the country’s largest range, proudly distributing premium brands including Dal Rossi Italy, DGT, Enigma and more. Trusted by retailers nationwide, they deliver quality, variety and reliable service—providing everything from luxury game sets to family favourites.
Rainbow Pacific’s brands include include ABC, Collecta, Dickie, Majorette, Nature World and Toylogical. They offer FOB opportunities across a range of products as well as domestic supply. Their relatively new Qantas branded Majorette items have been added to our other Australiana offerings. The Japanese ranges are also selling through very well.
Science and Nature has been established in Australia for more than 25 years. Their objective remains to supply quality science kits and toys and accurate Australian and New Zealand animal replicas. They work with the curators of zoos and museums in Australia and New Zealand. They remain committed to supplying sustainable and ethically sourced products
Danish by Design report that Scoot and Ride, the award-winning Austrian brand redefining early mobility, is now part of their family. Loved by families around the world, Scoot and Ride has become a true pioneer in children’s mobility thanks to its innovative 2-in1 designs that seamlessly grow with your child. Cleverly engineered to transform from ride-on to scooter in seconds, their products support key developmental milestones while keeping play fun, intuitive, and safe.
Shantou Chenghai Pengxiang Toys is a large-scale industrial intelligent technology company. It primarily operates its own brands—models ENOZE, Yinousu, and PXToyS—focusing on high-speed vehicles, smart toys, and electronic products.
With 21 years of experience, Shantou Bangda Toy Co. is a specialist in toy export wholesale.
Southern Cross Cycles has over 30 years of industry experience, and is a trusted Australian-owned wholesaler supplying a wide range of bicycle parts and accessories. Their products cover everything from balance bikes through to mountain bikes.
Southern Model Supplies is an Australian owned and operated wholesal-
er for iconic brands within the hobby industry. They supply a wide range of products including model building kits, paints and tools, model trains and accessories, radio control vehicles, slot cars, and diecast models of cars, trucks, and planes.
Spin Master is a leading global children’s entertainment company, creating exceptional play experiences across its three creative centres: Toys, Entertainment and Digital Games. With worldwide toy distribution, Spin Master is best known for award-winning brands including PAW Patrol, Melissa & Doug, Bakugan and Rubik Cube, and is the global toy licensee for other iconic properties. Through its in-house entertainment studio, the company creates and produces captivating multiplatform content including powerhouse preschool franchise PAW Patrol, along with other original shows, short-form series and feature films. With an established presence in digital games anchored by Toca Boca and Piknik, Spin Master engages close to 60 million active users monthly in open-ended, creative and safe play. With 29 offices spanning nearly 20 countries, Spin Master employs more than 2,500 team members globally.
Welcome to Sweet As Sugar Jewellery your destination for boutique children’s jewellery and accessories! Proudly Australian owned, they specialize in designing and crafting unique, colorful jewellery and accessories as well as fun and engaging jewellery making kits.
Dale Group, Taf Toys is home to some of Australia’s leading Baby and Toddler brands including the highly sort after Taf Toyos, specialising in quality, early developmental toys for infants and toddlers. During the 2026 Toy Fair, Dale Group is excited to be launching its latest innovative brand, Familidoo - a multi-use pram wagon with an array of innovative features.
Tara Treasures creates ethically made felt toys that empower over 350 Nepalese women. Loved by early learn-
ing centres, our sensory toys inspire purposeful play. They proudly partner with Zoos Victoria, Raising Literacy Australia and Connecting the Dots, and collaborate with brands like May Gibbs, The Gruffalo and ABC.
The Brand Licensing Group has licenses with all the major brands and local sports such as Mattel, WB, Disney, Sanrio, Sesame Street, Holden, Ford, Grinch, Mack Trucks amongst others. Categories include, pets, automotive, travel/luggage, apparel, gifting and toys.
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The Scale Modellers Supply is Australia’s largest hobby paint manufacturer. Founded in 2016, The Scale Modellers Supply brings an easy to use, high quality and fair priced product to the Australian hobby market. Currently supplying their brand to over 150 retailers across Australia, New Zealand, the US, Canada and the UK.
thinkle is an Australian-created & owned, word association game designed to spark laughter, conversation and genuine connection around the table. Clever in design yet wonderfully simple to play, thinkle is a cross-generational game that brings families together while being equally party-ready for friends, workplaces and social gatherings. Created in Adelaide and officially released in 2024, thinkle has quickly gained traction across Australia. With more than 5,000 units sold and stocked in numerous retail outlets nationwide, the game has built strong momentum through both in-store and online channels.
Tic Tac Joe Games is a duo made up of a dad and a junior primary school kid. Joey (the kid) has some ideas and together they have made them into a couple of games, quizzes and scavenger hunts. They’ve been popular with
friends and family so the duo are going to test how broadly they appeal
Tiger Tribe nurtures children’s confidence and creativity. Their products are compact and portable - and offer a great alternative to screen time. Tiger Tribe has been creating toys and activity sets in Australia for over 18 years. Categories include activity sets, stationery, baby gifts and bath. They also distribute Crocodile Creek puzzles and balls, along with Speed Monkey wooden toys.
TOMY Australia is the distributor of Toys & Nursery Products. Toys range includes John Deere Toys, Fat Brain Toys, Hey Clay, TOMY Toomies, TOMY Games, TOMICA Collectables, Mocchi Mocchi Plush, Twinchees and other Pop Culture Collectables, Bluey Licensed Toys & other Outdoor & Activity Toys. Nursery ranges include Boon, Lamaze & The First Years.
tonies will be showcasing its latest range at Toy Fair, including new Tonieplay titles, Tonie Audio Figurines, My First Tonies, Book Tonies, and Clever Tonies. Attendees can also explore the Pokémon launch range and a dedicated licensing section featuring Hasbro, Universal, and Disney. Bluemouth Interactive (Australia & New Zealand distributor) and tonies will be on hand to showcase the latest ranges and discuss retail and marketing opportunities. These displays highlight tonies’ continued innovation in screen-free play, combining storytelling, learning, and imaginative engagement for children.
Top Fun International believes that, at Dreamzity, play is essential for a child’s development. Their toys are designed to encourage children to use their imaginations and create their own stories. Their toys are made from high quality materials and are tested to meet all safety standards. They are committed to creating toys that will spark joy and inspire creativity.
Toynamics Australia is a new distributor of high-quality, educational, and sustainable toys. Based in Newcastle,
NSW, Toynamics Australia brings a curated portfolio of award-winning brands including Hape, Eurekakids, Trelines and Ambosstoys, to Australian families and retailers. With a strong focus on child development, safety, and eco-conscious design, Toynamics is committed to inspiring play that nurtures creativity, learning, and joy.
Toyslink is an Australian wholesale toy brand bringing joy through beautifully designed wooden toys, plush friends and children’s gifts. They supply independent retailers, toy stores, mu-
seums, zoos and gift shops nationwide. Their much-loved Toyslink and Onya Kids ranges feature charming Australian-themed characters and designs that spark imagination, storytelling and everyday play.
Proudly Australian owned and operated, Toyworld is the heart of the largest network of independent toy stores across Australia and New Zealand. With over 150 locally owned member stores and more than 50 years of serving local communities, Toyworld delivers not just toys, but childhood magic.
Ty Australia proudly presents the Ty Beanie Collection, the world’s most loved premium plush! Featuring iconic Ty originals alongside globally celebrated licenses including Disney, Minions, Minecraft, Sonic, and Bluey,
Ty brings beloved worlds to life. Now Ty takes play and imagination sky high with Beanie Bouncers, plush that truly bounces!
U. Games Australia is a leading Australian wholesale toys & games distributor. They are a subsidiary of University Games and have a wide range of fun and educational products including board games, science kits, puzzles and toys.
Unicorns United. Eco-friendly creative play. Innovative build-it wall sticker kits. Instant win for kids with unique play options. Aussie made, designed and owned by mums.These foster creativity and independence and build diverse skills. Kids love the creative freedom, usability and instant fun. Parents love the screen free play, unmarked walls and perfect gifts.
Ventura Games, the premier manufacturer and distributor of Family Games, Jigsaw Puzzles, Poker Chips & Accessories, Strategy Games and much more! Their titles include Articulate, Balderdash, Qwirkle, Rapidough, Gamewright, Wrebbit 3D Jigsaws, Clementoni Jigsaws, and 3D Crystal Puzzles!
VTech Electronics has been developing high-quality, innovative educational products that enrich children’s development through fun and smart play since 1980. With a rich history, VTech has not only established itself as a world leader in electronic learning toys but has also remained at the forefront of innovation, offering multiple award-winning products available around the world.
Weekend Hub is based in Melbourne and distributes unique, high-quality jigsaw puzzles. They proudly represent leading puzzle brands from around the world, offering a diverse selection that inspires creativity and entertainment. Currently supplying retailers in toys,
hobbies, games, gift and bookstores.
Wild Republic nurtures a child’s natural curiosity about wildlife by encouraging imaginative play with their realistic stuffed animals and nature-themed toys, turning their love for animals into fun, educational adventures.
William Valentine Collection is a leading distributor of on-trend & market leading brands, with 3500+ products across toys, games, gifts, novelty, plush & lifestyle products. Brands include Schylling, NeeDoh, Keycraft, Funnybone, Nebulous Stars, Slush Puppie, Gift Republic, Thumbs Up!, Aquarius, Boxer Gifts, Bubblegum Stuff, Punchkins and Zing Toys.
Windspeed Kites is Australia’s favourite Kite supplier to the toy and hobby industry. For 40 years they have provided exceptional service and kites at great prices and great margins. Their range includes Single String and Dual Control kites for children, teenagers and adults.
Winning Moves Australia create customised editions of Hasbro’s iconic board games; including Monopoly, Cluedo, Trivial Pursuit & Guess Who. They also own iconic games including, Top Trumps, Top Trumps Quiz, Top Trumps Match, Waddingtons No.1, LexGo! and Pass the Pigs. They partner with 100 of the world’s leading licensors, including Disney, Netflix, Warner Brothers, Universal, Nintendo, and many more.
Zimbler Pty Ltd proudly represents world-class toy and hobby brands including Bruder, Maisto Diecast and R/C, Bburago F1, BB Junior, Carrera slot cars First GO speed arena and Digital and Mario RC, Bayer prams and Dolls, Power Play games tables , and Dimian dolls and accessories. Trusted by leading retailers, Zimbler delivers quality and innovation across Australia and New Zealand.
