Toy World Magazine August 2026

Wooden Lighthouse Island View

Toys designed to engage the imagination & encourage learning through play

For tactile imaginative play!

Glowing light-up play

For hands-on counting

Can be used inside the

Real images of 15 wild birds Sparkling colour building blocks Tactile animal

John Baulch - @Baulchtweet

As I write this month’s column at the start of the summer holidays, the current bout of (exceedingly) warm weather is spreading plenty of good vibes across the UK. And despite the fact that it didn’t come home after all, the World Cup gave England a bit of a lift last month. Toy retailers sold a lot of football-related products, and consumer confidence was temporarily buoyed by our progress to the semi-finals. Whatever the time of year, as a largely discretionary purchase, the toy market always benefits from the feelgood factor, so let’s hope that the summer good vibes carry on for a while yet.

Of course, as we all know, toy trade fortunes are neither made nor broken across the summer, but it always helps to head into the business end of the year in the black rather than in the red. As you will see from reading this month’s Circana article, the UK toy market has enjoyed healthy double digit growth in the first six months of the year. This not only represents the best first-half performance in over 15 years, but even better, we’re in one of those golden phases where a collection of categories, companies and ranges are all working well at the same time. I think we can all agree that this is preferable to one big thing dominating the sales charts; it means that a wider selection of suppliers and retailers are getting a slice of the pie. Nine supercategories are in growth so far this year, which bodes well for the all-important second half.

That said, even though UK and global toy sales are flying, clearly not every company is enjoying double digit growth. Whatever the state of the market, there will always be winners and losers. I say this when the toy trade is going through challenging times, but of course it is equally true in the good times. So yes, there is inevitably going to be companies who are reading these reports of fantastic toy sales and thinking ’well, that’s not being reflected in my dealings with toy buyers’.

Whatever you’re experiencing, it’s important to remember that things can change quickly in the toy arena. Crazes come and crazes go. Some of them endure and become toy market staples, but conversely, the ones that fly the highest sometimes burn out the quickest. Will some of the current hot shots last until the kids go back to school in the autumn, or even until Christmas? Maybe, maybe not – but if they don’t, something else will come along to take their place. The term ’fast fashion’ doesn’t just apply to clothing anymore – a corner of the toy market is going the same way, and those suppliers and retailers which can be flexible and reactive will potentially navigate the ups and downs of trends and fads better than the traditionally slower moving businesses.

However, let’s not forget all of those wonderful products that make up the backbone of the toy market, year in, year out: how many pools have been sold in the past few weeks? How many balls and other football-related items? How many Hot Wheels cars or bottles of bubbles? It’s lovely to have lots of hot new trendy items to drive footfall and excitement, but also essential that we have a solid foundation of evergreen products and brands which will always underpin the toy market. Surely that’s the best of both worlds…?

This month’s issue reflects this dichotomy in a nutshell. We focus on some evergreen product categories – Plush, STEM and Wooden Toys – but in each case, there is a good selection of classic and trend-driven product being launched to give consumers the best possible choice. The Plush feature in particular shows the sheer breadth of great new launches, from beautiful, traditional cuddly soft toys through to ranges aimed at a very different demographic – truly, something for everyone. The Plush market now accounts for 8% of the total UK toy market according to Circana, with sales up +25% compared to 2023, and toy retailers are certainly capitalising on the category’s surge in popularity. There was a time when a huge volume of Plush sales went through gift and greeting card stores, but I believe the balance has been well and truly redressed in recent years.

We also preview the Autumn Fair, where retailers can search for new items to freshen up their range for Q4 and the early part of 2027. With a mix of toy and gift companies exhibiting at the show, the opportunity to discover something a bit different is arguably one of the event’s selling points.

Our next issue will arrive at the start of September, when the toy trade starts to pick up several gears, with summer holidays over and the festive season just around the corner. Features in the September edition will include a focus on Playground Crazes & Pocket Money Collectibles (I hear this category is apparently doing quite well for retailers at the moment…!), an overview of Pre-Christmas Marketing activity, a preview of the September LA trip and our iconic standalone Games & Puzzles supplement, the definitive round-up of the games sector ahead of the all-important Q4 season. And, of course, every toy company is welcome to be part of this edition, whether you fit into the features or not – so get in touch before your summer break to make sure you’re represented in this essential issue.

In the meantime, enjoy this edition and the summer holidays – before you know it, we’ll be counting down to Christmas!

NEW Travel Mini Pack

NEW Ball Run Launcher Pack

Award-winning activity boxes for children.

Court favours Keel Toys in plush design infringement dispute with Jellycat

Keel Toys has announced that the Nuremberg Higher Regional Court has ruled in its favour in a plush design infringement dispute with Jellycat.

On 29th January at this year’s Nuremberg Toy Fair, attorneys for Jellycat applied for and were granted an emergency preliminary injunction citing that Keel’s Bakery Sweet Treats scented plush Doughnut and Croissant with faces and legs were infringing on its registered designs for its Amuseables plush Doughnut and Croissant with faces and legs. This led to the direct removal of stock from Keel Toys’ stand by a bailiff instructed by the Nürnberg-Fürth Regional Court and six supporting police officers.

Since then, Keel Toys has been in a legal dispute with Jellycat, whose injunction has prohibited Keel from selling its Bakery Sweet Treats scented assortment of plush in Germany.

Keel Toys submitted evidence to the Court showing the evolution of the kawaii trend of anthropomorphic food 2D illustrations and toys which predated Jellycat’s design registrations for its Croissant in October 2019 and Doughnut in June 2023 to demonstrate that Jellycat did not create the concept of a toy with humanised features.

Keel Toys showed that in January 2013, it launched its own Bobballs range, a collection of kawaii-themed pocket money plush including a Tomato and Pineapple with faces, arms and legs. This range was then further developed and relaunched in January 2019 to include more humanised food designs all of which were on the market before Jellycat registered its designs.

In its ruling on 25th June, the Court decided that the preliminary injunction which had been issued against Keel Toys was nullified and the claim of Jellycat was rejected. The Court ruled that the general design idea, namely producing a plush version of a common bakery item and then adding human elements, is not protectable. Such a general idea cannot be monopolised by intellectual property rights. Jellycat was ordered to bear the costs of the Court procedures, and it will not be able to file a further appeals or revisions against this judgement.

Richard Keel, Managing Director of Keel Toys, told Toy World: "Every industry follows trends, and the toy industry is no different, particularly in soft toys. You can’t own the IP to a soft toy food item. If this had not gone in our favour, it would have set a bad precedent, where no company could do a food line, like a hamburger, a croissant or even a slice of cake, which is just not practical. You cannot monopolise the genre. I think this ruling is very important for the toy industry as a whole."

True Toys launches with trust-led approach to online toy retail

An established online toy specialist has sharpened its proposition around trust, toy buying expertise and the belief that true value goes beyond the price. True Toys launched in July with a clear mission at its core; deliver true value to real families, through the power of play.

In an exclusive interview with Toy World, Commercial Director of True Toys, Alex Woolfstein, said: "Our business had grown massively, but our brand was not representative of our core ethos anymore. We knew that our brand needed to grow up with our business. We’re not necessarily calling it a rebrand; we’re growing up."

Built from 16 years of online toy retailing as bargainmax.co.uk, True Toys brings the expertise of an established specialist to a brand now designed around what modern families want.

The launch of True Toys marks the start of a new era; meaningful strengthening of the business with a brand which is now a true reflection of the people behind the business and the products and brand partners it proudly sells online.

"We’re truly becoming an online toy store destination with toys having 100% of our focus, and we play wherever our customers are online, whether that’s on our website, Amazon or TikTok. Our vision is to capture that space and be the best pure play online retailer for toys," Alex said. The business retains it toy expertise and buying relationships built over years and has significantly increased investment in brand, marketing and customer experience. The result is a sharper, more confident platform for the brands and suppliers it works with, and a clearer reason for parents to choose it first.

Toys are not one category among many for True Toys; they are the whole business. With no physical stores to fill, the brand offers partners a dedicated route to reach parents directly, on the channels they already use every day.

Commenting on this, Alex noted: "Our relaunch allows us to keep elevating our offer and connect with our brand partners and our customers in more meaningful ways. True Toys has refined and refocused everyone’s attention on what our key principles are and what our true values are."

True Toys is home to brands families know and trust, including Lego, Mattel, Hasbro, MGA and VTech, alongside a growing line-up of exclusive brands such as Buki and Tovla.

The launch is supported by a multi-channel brand marketing campaign, That’s So True, which celebrates the real, joyful and often chaotic truth of family life, and the genuine magic of play.

"True value can be the longevity of an item or the innovation of an item," Alex added. "True value can be represented in service, both in terms of delivery and a truly great customer experience. Value is not just about price; it goes way beyond that, yet there’ll be many examples where we’re selling the best toys in the market at the very best price as well." True Toys is now live at www.truetoys.co.uk.

KTL announces distribution agreement with Playmates Toys on Dungeon Crawler Carl range

KTL has announced an exclusive distribution agreement with Playmates Toys for the highly anticipated range of official Dungeon Crawler Carl toy products in the UK and Ireland.

The partnership brings together Playmates Toys' expertise in collectible and action figure development with KTL's established distribution network, marking a significant addition to the company's expanding portfolio of licensed entertainment brands.

Created by author Matt Dinniman, Dungeon Crawler Carl has become one of publishing's biggest success stories, with millions of books sold worldwide and a devoted fanbase fuelled by what many regard as the world's No.1 audiobook experience.

The announcement came at a pivotal moment for the property. In July, Peacock gave a straight-to-series order for a live-action television adaptation, with Seth MacFarlane's Fuzzy Door Productions attached alongside writer and executive producer Chris Yost. Matt Dinniman will also serve as executive producer on the series, further cementing Dungeon Crawler Carl as one of the hottest entertainment franchises to emerge in recent years.

Under the agreement, KTL will exclusively distribute Playmates Toys' official Dungeon Crawler Carl product range within the UK and Ireland, bringing fan-favourite characters and creatures from the best-selling LitRPG universe to collectors and consumers. The range is expected to appeal to both the franchise's extensive adult fanbase and the growing mainstream audience discovering the series.

A spokesperson for KTL commented: "Dungeon Crawler Carl has evolved from a publishing phenomenon into a genuine cross-media franchise. With the upcoming television series and an incredibly passionate global community, we believe the brand has enormous potential at retail. We're delighted to be partnering with Playmates Toys to bring these products to market and look forward to introducing fans to an exciting new chapter for the franchise."

The agreement further underlines KTL's strategy of investing in high-growth entertainment properties with strong fan engagement and multiplatform appeal.

As Dungeon Crawler Carl prepares to make the leap from page and audio to television screens around the world, the arrival of an official toy line looks set to ensure that the franchise's momentum shows no signs of slowing.

To learn more about the Dungeon Crawler Carl product range, contact KTL on 01395 234 600 or email enquiries@kandytoys.co.uk.

Playmobil expands beyond the toy aisle with collectible greeting cards

Playmobil has launched an innovative, first-of-its-kind card-plus-gift collection that combines occasion-led greeting cards with collectible Playmobil figures, transforming a traditional card into a keepsake gift.

The collection pairs celebratory designs with iconic Playmobil figures across four key gifting occasions: Birthday, Good Luck, Love and New Baby. Each figure is designed to be kept long after the card has been received, creating a lasting reminder of the occasion while bringing additional value to the gifting experience.

Priced at £5.99, the range has been developed to appeal to adult shoppers, gift-givers and collectors looking for a more meaningful alternative to a traditional greeting card.

The new range marks a transformative move for Playmobil into the wider gifting category, opening up new ways for retailers to merchandise Playmobil across card, gifting, lifestyle and seasonal retail environments.

For toy retailers, the range creates a new entry point into lower-price gifting and seasonal add-on purchases, helping extend Playmobil beyond traditional toy purchases and into everyday celebrations. The new gifting format strengthens the offering for retailers with a category where shoppers increasingly seeking products that feel more personal, practical and giftable.

Jamie Dickinson, Head of Marketing at Playmobil, said: "Greeting cards are already part of so many of life’s celebrations, and we saw a clear opportunity to bring Playmobil’s play value and collectability into those moments. By combining a greeting card with an iconic Playmobil figure, we’ve created a distinctive product that sits between card and gift, offering shoppers for a personal and more affordable way to mark life’s big milestones and everyday occasions."

The new range is available from www.playmobil.co.uk.

Toy Previews LA launches online guide

Toy Previews.LA has launched a comprehensive online guide designed to help visitors make the most of this year’s Fall Previews. With over 40,000 industry visitors to the website each year, Toy Previews.LA provides everything attendees need in one online locationincluding a complete exhibitor directory, showroom locations, preferential hotel rates and recommendations for places to visit and explore whilst in Los Angeles.

Exhibitors are encouraged to ensure their details are listed and up to date to maximise visibility, while visitors are advised to start planning ahead and book showroom appointments early to avoid disappointment.

This year, Toy Previews.LA also warmly invites the toy community, on behalf of the International Toy Board (ITB) Foundation, to the official ITB Foundation Launch Party. Everyone is welcome - RSVP details can be found at www.toypreviews.la or via this event link.

The Foundation Board's aim is to ensure every Associate feels supported and to ensure international toy businesses are visible, connected and meaningfully represented. As a non-profit organisation, ITB prioritises collaboration over competition. It aims to create a trusted environment where stakeholders can exchange insight, navigate change and strengthen international relationships.

Kids Licensing and RCD Sourcing announce appointment of Michael Edl

Kids Licensing and RCD Sourcing continue to strengthen their international commercial capabilities with the appointment of Michael Edl in a strategic cross-functional role. Since 1st June, he has been supporting the companies with a focus on identifying and developing international growth opportunities, expanding retail partnerships and further integrating product development, licensing implementation, sourcing and product line execution.

In particular, he will support the companies in further developing international customer and partner potential, integrating customer feedback more effectively into product and assortment strategies, and evaluating new market and channel opportunities through a structured commercial approach. Michael Edl brings more than 20 years of international leadership experience across purchasing, sales, marketing, category management, sourcing and business development. Throughout his career, he has been responsible for procurement and marketing strategies, international supplier relationships, retail concepts, category architectures, as well as commercial growth and transformation initiatives.

Michael commented: "Kids Licensing combines licensing expertise, product development and international sourcing in a way that creates exceptional opportunities for retail partners. I am excited to work alongside the teams to further connect complex market requirements, creative product ideas and commercial execution, while unlocking new growth potential for customers and partners alike."

newsanalysis

AI, karaoke and dance mats: Lexibook discusses new and traditional tech toys

David Pannett, Sales Director at Lexibook, talks to Toy World about how the company is approaching the increasing role AI plays within the toy industry, as well as highlighting the resurgence in classic tech toys like karaoke and dance mats.

How is Lexibook harnessing AI in a way that enhances children's play, while remaining age-appropriate and safe?

AI is no longer just a feature; it is becoming an architecture. We are moving from toys that respond to ones that adapt, remember and converse. Alongside this, there is a real, growing parental mandate around purposeful play. Screen time increasingly needs to be justified, and parents are making far more deliberate purchasing decisions as a result. Parental control is no longer a checkbox on a spec sheet, but a primary purchase driver. Additionally, value is back at the centre of the conversation. Customers purchasing premium products increasingly want to see something tangible and demonstrable. The 6–12 age bracket is finally getting the product investment it deserves, meaning a cohort that was historically underserved is now a genuine growth frontier.

Toy musical instruments have long been a staple of the toy aisle. Why do you think the category continues to resonate with families? What is very clear from all our research is that parents are acutely aware of the need to divert young children away from, and limit, screen time. Musical toys are an ideal alternative, as many parents view them as being highly creative, educational and safe.

Karaoke products seem to be growing in popularity again. What's behind the resurgence? How has new technology transformed children's karaoke products?

Karaoke sales have never been stronger.  Children have always loved to sing and copy their heroes, whether they are real life celebrities and idols or characters from hit

movies that often revolve around catchy songs. Kids understand technology from an early age and the latest developments within the category have made these products more appealing and exciting than ever before. Bluetooth, wireless microphones, integrated party lights and the addition of beloved characters is a very potent combination.

Dance mats were hugely popular in years gone by. Are you seeing a revival in the category? What's driving renewed consumer interest in active-play products like dance mats?

We have seen a huge revival in the dance mat category to the extent that we completely sold out of the entire range last year, as every retailer experienced demand far exceeding forecasts and expectations. We can put this revival down to a combination of consumer interests: children have always loved to dance but now, they also love new technology. The dance mats in our range are fully Bluetooth and very hi spec compared to the originals. Together with the addition of trending licences and popular movie characters, they are the full package for kids looking to dance.

Two

shows.

One

ticket. Your

biggest

buying

moment.

For the first time, Autumn Fair and Glee run side by side on 8-9 September. Source toys, gift, home and garden, all under one roof.

L.O.L. Surprise! celebrates 10th anniversary with franchise-wide music festival-themed takeover

L.O.L. Surprise!, celebrated 10 years of surprise, style and self-expression by doing what it does best: flipping expectations. On 7/07 Day, the global $7b+ franchise launched L.O.L. Surprise! Music Festival, a yearlong anniversary celebration inspired by the energy, creativity and culture of music festivals, whilst unveiling a brand-new look-and-feel.

Music powerhouses and pop culture icons Jennie and Rosalía take centre stage in the L.O.L. Surprise! Music Festival collection with collectible L.O.L. Surprise! Music Festival Headliners Tots and O.M.G. Music Festival Fashion Dolls inspired by their most iconic performances and fashion moments.

Fans can dive into even more music festival-inspired collectibles, immersive playsets and all-new ways to create their own festival world: L.O.L. Surprise! Music Festival Tots includes eight music festival-inspired Tots representing, Latin, K-pop, pop, country, poppunk, hip-hop and indie genres. Each Tot features the updated sculpt and comes packaged in a pink disco ball with a vinyl record player on top; L.O.L. Surprise! Music Festival Furniture Packs/Story Starters includes four storytelling playsets - DJ Booth, Main Stage, Neon Arcade and Roller Disco - each with an exclusive Tot, 7+ surprises and everything kids need to build their own festival world; L.O.L. Surprise! Music Festival Tour Bus is a tour bus playset that converts into a performance stage, complete with an exclusive Tot, stickers, performance accessories and 20 surprises to unbox.

Expanding the L.O.L. Surprise! universe into live action, L.O.L. Surprise! The Next Headliner is an original scripted comedy that blends mockumentary-style humour, aspirational pop-star fantasy, and original music. The 8-episode is out now on the L.O.L. Surprise! YouTube channel. The story follows five aspiring performers who arrive expecting to compete for a coveted music industry opportunity, only to discover that their greatest strength lies in collaboration rather than rivalry. The series will also feature a surprise Grammy-winning global music sensation, who steps in to mentor the performers on their journey to stardom.

The 10th anniversary year also expanded the L.O.L. Loves collaboration universe with new licensed product extensions tied to fan-favourite brands and cultural icons, including Harry Potter, SpongeBob SquarePants, Dr. Seuss and the growing L.O.L. Surprise! Loves Hello Kitty and Friends universe.

Supporting the range throughout the season, L.O.L. Surprise! will be backed by a significant multi-channel marketing investment. Activity includes a mass influencer gifting programme, alongside a heavyweight media campaign. Targeting strategic partnerships with leading retailers will bring the brand to life through impactful shopper marketing initiatives including popup experiences, window takeovers and bespoke in-store activations, ensuring strong visibility and creating engaging consumer experiences.

Michelle Lilley, Managing Director – UK and Ireland at MGA Entertainment, said: "Since its launch in 2016, L.O.L Surprise! has grown into a global brand, instantly recognisable across generations of fans. The brand has continued to break boundaries since its inception, becoming a triple Dream toys winner and a must-have toy for children every season. We’re thrilled to continue growing the L.O.L Surprise! universe with a whole new look and feel to the brand and a new Music Festival range that really brings the celebration of a birthday year to centre stage."

newsanalysis

Beyond football: How trading cards are expanding their audience

Toy World speaks with Alex Shropshire, Sales and Commercial Director at Fanatics, on the growth of the Trading Card category within the UK market and how Topps has expanded its product offering to meet this demand.

II've worked in the collectibles industry for several years now, and I genuinely can't remember a more exciting time to be part of it. Here in the UK, football has traditionally been the entry point into collecting trading cards and stickers. Generations have grown up completing albums, swapping duplicates and searching for the players they still needed. That connection remains incredibly strong today, but the Trading Card category has evolved significantly and is now attracting a much broader audience than ever before.

Football remains the cornerstone of the UK market, driven by the passion surrounding the Premier League, UEFA competitions and some of the world's biggest clubs and players. Alongside that, we're seeing incredible momentum from Formula 1, while entertainment licences such as Disney, Marvel and Star Wars are introducing entirely new audiences to trading cards. Rather than replacing traditional collections, these licences are expanding the category, attracting new consumers and giving retailers more opportunities to engage customers throughout the year.

For me, one of the biggest developments over the last few years has been the growth of our Hobby Retail range. Alongside the success of products like Match Attax and our Premier League collections, we've expanded our portfolio with products such as Value Boxes, Blaster Boxes and Mega Boxes, giving retailers access to a more premium trading card offering. These formats represent a significant opportunity to grow the category, attracting more engaged collectors, increasing average

transaction values and encouraging repeat visits throughout the year. Combined with an ever-expanding portfolio of licences, they're helping retailers reach new customers while giving existing collectors more reasons to come back and discover something new.

What's particularly exciting is how these two trends work together. A broader licensing portfolio brings more people into trading cards, while a stronger premium offering gives those collectors the opportunity to continue their collecting journey. That creates a category with real depth, serving everyone from someone buying their very first pack to experienced collectors looking for something more premium. For retailers, that means more reasons for customers to visit, more opportunities to increase basket spend and a category capable of delivering sustainable long-term growth rather than simply seasonal peaks.

I'm also seeing a real shift in how retailers approach trading cards. They're moving beyond treating them as an impulse purchase and instead giving the category dedicated space, broader ranging and greater visibility in store. As retailers embrace a wider mix of licences and premium products, trading cards are becoming a genuine destination category that drives footfall, repeat visits and stronger commercial performance. We've seen first-hand how this approach can accelerate growth for our retail partners.

Looking ahead, I believe we're only scratching the surface of what's possible. Continued investment in product innovation, an expanding portfolio of world-class licences and the growth of Hobby Retail are creating exciting new opportunities for the industry. For retailers prepared to embrace that evolution, the opportunity has never been greater, and I'm incredibly excited to see where the category goes next.

Industry Moves

Canal Toys appoints Julie Taylor as Commercial Director

Canal Toys is pleased to announce the appointment of Julie Taylor as its new Commercial Director. Julie brings extensive experience in the toy industry, having previously held senior leadership positions at Kid Kreations, MGA and Golden Bear.

In this role, Julie will be responsible for leading Canal Toys UK and Ireland commercial strategy, driving business growth, strengthening retail partnerships and supporting the continued expansion of the company’s innovation and trend driven product portfolio.

"We are delighted to welcome Julie to Canal Toys," said Anthony Grimaud, Managing Director at Canal Toys. "Her commercial expertise, strategic vision and passion for building strong customer relationships will be invaluable as we continue to grow our brands and I am confident she will help us to achieve our long-term goals".

Commenting on the appointment, Julie said: "I am thrilled to join Canal Toys at such an exciting time for the business. Canal Toys has built an impressive reputation for creativity, innovation and delivering products that resonate with consumers. I look forward to working with Anthony and the talented team to further strengthen our partnerships and drive the next phase of growth."

Hoopla Digital appoints Lauren Whyman to lead Youth & Kids Media Division

Hoopla Digital has announced the appointment of Lauren Whyman as Client Director, heading up its Youth & Kids Media division. The appointment marks the latest step in the company’s commitment to delivering innovative and impactful media solutions for brands targeting young audiences and families.

Lauren joins Hoopla Digital following a 16-year career at Generation Media, where she most recently served as Director of Client Services. During her tenure, she played a pivotal role in shaping media strategies for some of the world’s leading youth, family and entertainment brands, building a reputation for delivering exceptional client partnerships and driving measurable results.

In her new role, Lauren will lead the Youth & Kids Media division, overseeing strategy, client development and campaign innovation across the growing portfolio of youth focused brands.

John Macbeth, Co-Founder at Hoopla Digital, said: "Having worked closely with Lauren for several years, I’m delighted to have her join the team. Her depth of knowledge, ways of working and positive attitude toward the progression of youth media is invaluable to the business as we enter our next growth period."

Lauren commented: "I’m thrilled to be joining Hoopla at such an exciting stage. The company has built a strong reputation for creativity, innovation and client success and I’m looking forward to working with the talented team to further develop the Youth & Kids media offering."

The appointment reflects Hoopla Digital’s continued business growth, leading to a need to create Adult and Youth-focused divisions. "We’ve seen fantastic acceleration of both business units through our interactive solutions," John added. "Youth media has always needed a separate approach to appropriately handle the nuances and regulations required. This shift allows each team to build a deeper expertise of their sector for the betterment of client servicing and opportunities for innovation."

Hoopla Digital is an independent advertising network specialising in high-impact, interactive media across web, app, CTV and YouTube. By bringing interactivity to every platform it serves, Hoopla aims to help brands create more engaging, memorable and effective media experiences at scale.

To find out more, get in touch at info@hoopladigital.co.uk.

Heathside welcomes Scott Norman as Senior Buyer

Heathside is delighted to welcome Scott Norman, formerly the Senior Buyer at The Entertainer, to its expanding team.

Scott joins as the Senior Buyer for Heathside’s Closeout and Clearance Division, bringing with him extensive industry experience and a wealth of relationships across the toy and consumer products sectors.

Scott is well known throughout the industry, and Heathside invites both existing and new partners to get in touch to explore opportunities to collaborate on a discreet and confidential basis across all product categories.

"We are excited to have Scott on board and look forward to creating new opportunities and building even stronger partnerships in the months and years ahead," said Darren Epstein, Pop Culture EVP Global Business Development at Heathside.

"I’m really pleased to welcome Scott to the Heathside team as our new Senior Buyer for our Closeout and Clearance Division," added Max Nelson, Sales Director. "We’ve worked together for many years and know first-hand the experience and knowledge he will help bring to Heathside. Bringing Scott on board feels like the perfect fit to help us expand our reach and build an even stronger off-price offering."

As part of Saga Invest, the business continues to strengthen every area across Heathside, Khadou and Master Replicas, ensuring it is well positioned to support a wide range of product categories while leveraging the strength of its established customer network.

Over the past 15 years, Heathside has successfully managed opportunities ranging from just five units to more than 5m units, handling every type of closeout and clearance situation with professionalism, discretion and expertise.

The Originals

Robin Hood

Still robbing the rich. Still 1:76.

A01720V Item Scale Parts Included Skill Level 1:76 43 1

AVAILABLE FOR PRE-ORDER

Romans

They came, they saw, they sold out last time.

A01730V

Item Scale Parts Included Skill Level 1:76 43 1

AVAILABLE FOR PRE-ORDER

The Vintage Classic range brings Airfix’s vintage tooling back into production, paired with the original box artwork that made these sets unforgettable the first time around. For the customers who built them as children, and the parents now buying for their own. Four classic figure sets return, each ready to anchor a heritage display or tempt an impulse buy at the counter.

Sheriff of Nottingham

Out for Robin, again. Best stocked within arm’s reach of him.

A01721V

FOR PRE-ORDER

Ancient Britons

The original home defence. Pairs naturally with a Roman invasion.

A01734V

1

FOR PRE-ORDER

Marketing World

Hasbro launches The Transformers: The Movie Apology Tour

Four decades after the Transformers franchise made one of the most controversial movie decisions by killing off Optimus Prime in The Transformers: The Movie, it seems many Brits still haven’t forgiven them. New research from Hasbro reveals that iconic movie moments continue to leave a lasting emotional mark, with nearly one in three (32%) Brits admitting they still hold a grudge over the loss of a beloved fictional character.

The findings also highlight the enduring influence of 80s and 90s pop culture nostalgia, with more than six in 10 (62%) Brits describing themselves as fans of action-adventure franchises from the era. More than a third (36%) also associate Transformers with their childhood, underlining the franchise’s lasting cultural impact.

For those who watched The Transformers: The Movie in their childhood, the memory remains vivid. More than two-thirds (68%) remember seeing the scene for the first time, while a third (34%) say they were emotionally affected by it.

As part of the year-long "Apology Tour," Hasbro is leaning into a shared experience, bringing fans together to grieve, heal and reminisce with special fan events and releases all year long. Beginning 17th September, in honour of Transformers Day, the 1986 animated film will roll into theatres across the UK.

The Transformers franchise has also teamed up with Smyths Toys Superstores to launch The Redemption Rollout, a competition offering 40 exclusive prize bundles to celebrate 40 years of The Transformers: The Movie.

Winners will receive free tickets to Fathom Entertainment’s 40th Anniversary screenings of the film at participating cinemas this September as well as an exclusive sneak peek of the brand-new Transformers music video Redemption of Optimus Prime. Other prizes include 1986-themed Transformers toys, a role play collectible inspired by the film worth over £100, a Smyths Toys Superstores voucher and more.

Transformers superfan and ambassador, Aston Merrygold said: "If you’re anything like me, you’ll remember that moment in The Transformers: The Movie like it was yesterday. It wasn’t just another film scene, it genuinely stayed with a whole generation of us. That’s why I love that Transformers is marking its 40th anniversary with this apology tour."

Fans can enter The Redemption Rollout competition now via www.transformerstheredemptionrollout.com. For those interested in Transformers anniversary products and collectibles, visit www.smythstoys.com.

Asmodee gifts games to K-Pop fans ahead of sold-out London gigs

Asmodee brought the power of play to one of the biggest queue moments of summer by surprising fans waiting for the most anticipated K-Pop performance of the year. The rollout came hot on the heels of the company giving tennis fans a ’Game Set Match’ experience while waiting to enter the gates of SW19.

In July, Asmodee distributed quick, travel-friendly games to fans braving the heat to be first through the turnstiles, helping them break the ice, pass the time and make memories before the music had even started.

The result was instant with small groups forming, laughter travelling down the line and the queue turning into a shared pre-show moment, all thanks to the power of play. With the success of the event, Asmodee reinforced that players don’t need a table or even much space to turn waiting into a moment of real connection.

Lindsay Cooper, Senior Marketing Brand Manager at Asmodee, said: "The best nights out start before you even walk through the gates to the venue and a great game is one of the fastest ways to get people talking and laughing together. Tonight we wanted to give fans something fun to do while they wait, and a memory to take home with them afterwards."

For retailers interested in the ideal travel size game and to play on the go, visit www.asmodee.co.uk.

Hamleys launches first-ever Puppet Party Bus

Hamleys has unveiled the Hamleys Puppet Party Bus – a unique and unforgettable family summer experience combining a 90-minute open top tour of London’s iconic landmarks with live entertainment, puppetry, audience participation and a complimentary puppet for every guest onboard.

In a partnership between Hamleys and The Puppet Company, the first-come, first-served tour scheduled to run across six days in August will include live puppet performances, interactive puppet dance workshops, meet-andgreet moments with puppet characters, family-friendly games, song and surprises as riders savour the excitement of exploring London with some unforgettable moments.

"We’re incredibly proud to launch the first-ever brand activation on the Hamleys Sightseeing Bus, marking another exciting milestone in how we’re bringing the Hamleys experience to life beyond our stores," said Keane Herman, Head of UK Retail at Hamleys. "Partnering with The Puppet Company is the perfect way to begin this journey and with it pulling the strings on the fun on the bus, it’s fair to say we’re in safe hands.

Sue Lockey, Owner & Co-Founder of The Puppet Company, added: "Hamleys has been creating magical memories for families for more than 266 years, and The Puppet Company shares that same belief in the power of imagination, storytelling and play, making this partnership a natural fit from the very beginning. We’re incredibly excited to be bringing our puppets to life in such a theatrical and memorable way against one of the world’s most iconic city backdrops. It’s a partnership that perfectly captures the imagination, creativity and sense of fun that both Hamleys and The Puppet Company are known for, and we’re proud to be celebrating this collaboration together."

Opinion

Five principles for building brand love with Gen Alpha

As the latest social media trends continually inspire new language amongst younger generations, Caity Press discusses how toy companies can utilise these trends to connect with Generation Alpha.

Caity Press VP, Generation Media US

While local nuances still matter, the speed at which children's culture now travels means marketers can often look to the US for an early read on what's likely to resonate more broadly.

It's tempting to think that connecting with Gen Alpha means learning the latest slang or jumping on every viral trend. However, in reality, children are incredibly adept at spotting when brands are trying too hard. By the time a campaign adopts the latest phrase, it's often already out of date. The real opportunity isn't speaking like children; it's understanding the culture which shapes how they discover, experience and share brands.

At Generation Media, we see this every day across both sides of the Atlantic. As a specialist media agency, our role isn't simply to identify where young audiences are spending their attention, but to understand how those behaviours are evolving and what they mean for long-term brand growth.

brands that simply generate awareness from those that build lasting engagement with Gen Alpha.

Understand the culture, not just the language

Children can immediately tell when a brand has simply borrowed the latest buzzword. Rather than chasing slang, invest in understanding the humour, interests and communities shaping children's worlds. The language will change, but the culture behind it is what matters.

Design for participation

Today's children don't just consume content - they participate in it. Platforms like Roblox and Minecraft are places to play, create and socialise, not simply channels for advertising. The strongest brand experiences invite children to take part rather than interrupt what they're already doing.

Think beyond the launch

Awareness is critical around product launches and Christmas, but sustainable growth comes from giving children reasons to return. Storytelling, creator partnerships, digital experiences and shared play can all extend the relationship well beyond the first purchase.

IIf you've heard words like "Rizz", "Sigma" or "Cooked" and wondered whether you've accidentally stepped into another universe, you're not alone. Every generation develops its own language, but Generation Alpha has accelerated the pace. Fuelled by social media, gaming, creators and digital platforms, new words and cultural references can emerge overnight and disappear just as quickly.

Having joined Generation Media to lead our US business alongside Zach Smith, I've had a front-row seat to how and where many of these trends develop. While Gen Alpha culture is increasingly global, the US often acts as an early indicator, with creators, entertainment franchises and digital communities accelerating new behaviours before they gain momentum internationally. Increasingly, we're seeing those same trends cross the Atlantic, shaping playground conversations in the UK within weeks rather than months.

For toy brands, this isn't simply about keeping up with the latest slang. It's about recognising how children discover new interests, build communities and form brand preferences in an increasingly connected world.

Generation Alpha is the first generation to grow up entirely immersed in a digital ecosystem. Their cultural touchpoints span YouTube, Roblox, Minecraft, streaming platforms, creator content and gaming communities alongside the classroom, the playground and family life. The result is a generation whose interests are shaped by an ecosystem which doesn't recognise national borders.

In turn, that is creating new opportunities for global toy brands. A creator trend that gains traction in Los Angeles today can quickly influence children in London tomorrow.

Awareness remains essential, particularly around launches and key seasonal moments. But lasting success comes from creating meaningful engagement that encourages children to return repeatedly, building positive memories and emotional connections which extend well beyond a single purchase.

Whether that's through compelling storytelling, creator partnerships, gaming experiences or shared family play, the brands which thrive are those that become part of children's everyday worlds rather than simply appearing in front of them. Today's media landscape offers more opportunities than ever to build those relationships, with children moving effortlessly between streaming services, gaming worlds, creator content, television and retail, often across multiple devices in the same day.

Ultimately, every meaningful interaction contributes to something bigger. Discovering a toy through a favourite creator, engaging with a branded game or repeatedly encountering a campaign across different platforms all help to build familiarity. Over time, familiarity becomes trust, trust builds affinity and affinity becomes long-term brand preference.

We’ve developed Brand Builder+, a collaborative workshop that helps brands identify their greatest opportunities for growth, and long-term engagement.

Advertising plays an essential role in creating awareness and emotional cues, but awareness alone doesn't build brand love. Lasting engagement depends on the strength of the wider brand experience - from the product itself and the communities it inspires, to accessibility, participation and the pathways that turn children into lifelong fans.

The process often uncovers new opportunities to strengthen a brand's role in children's lives, ensuring that media investment is supported by experiences that encourage deeper engagement over time. In practice, we believe there are five principles that consistently separate

Invest in behaviours, not moments

Memes, creators and viral phrases come and go, but children's motivations remain remarkably consistent. They want to belong, explore, create and share experiences with friends. Brands built around those behaviours will always outperform those chasing the latest trend.

Treat the US as an early signal - not a blueprint

Children's culture now travels globally at extraordinary speed. Keeping an eye on emerging behaviours in the US can help brands anticipate what's coming next, but success comes from adapting those insights for UK audiences rather than simply copying what works elsewhere.

Trying to chase every moment is neither practical nor effective. The lesson isn't to import every meme or piece of slang into UK marketing, but to recognise cultural shifts early, understand the behaviours driving them and respond in ways that feel authentic to children.

By the time you've reached this article there's every chance a new buzzword has already entered the conversation—and that's exactly the point. Whether today's term is Rizz, Sigma or something entirely different next month, the vocabulary is only ever a symptom of the culture beneath it. Brands that invest in understanding that culture, rather than simply borrowing its words, will be the ones that build lasting awareness, meaningful engagement and long-term brand affinity.

Children's culture may move quickly, but the right insights can help brands stay one step ahead. If you'd like to discuss how these trends are shaping children's media consumption, or explore how Generation Media can help your brand build stronger engagement with young audiences, contact us at contact@generationmedia.co.uk.

Licensing World

Insight Editions to launch licensed Bookcessories range of backpack charms

Insight Editions has a reputation as a best-in-class pop culture publisher, with innovative formats and premium print techniques being identifying hallmarks across the company’s range. The California-based company, founded and led by CEO Raoul Goff, will celebrate its 25-year anniversary in 2027 and has since its inception been synonymous with beautifully-made books and products that are packed with charm.

Charm is certainly the focus of Insight’s latest launch for September 2026: Bookcessories. These sculpted backpack charms each open to reveal a different hand-bound, 192-page hardcover Tiny Book inside, each measuring just 33mm x 43mm. The Tiny Books are fully legible and packed with either the story of a film retold or classic quotes and lore from a beloved franchise.

"We’re incredibly excited to be launching Bookcessories," said Stella Bradley, Creative Director. "The concept behind this range is Tiny Books, Big Charm. These are such a fun and collectible way to show off your fandom, and they have books at their heart. The range is launching with some truly fantastic IP: Disney and Star Wars."

The six Disney titles publishing first are Winnie the Pooh, Lilo & Stitch, The Little Mermaid, Cinderella, Beauty and the Beast and Moana, with each eye-catching design based on an iconic character or item from those iconic films. Publishing at the same time will be three Star Wars Bookcessories, with charms based on R2-D2, Darth Vader and fan-favourite Grogu.

The Bookcessories range will expand across 2027, with Harry Potter, Marvel and Sonic the Hedgehog versions joining the range in spring 2027.

"We have received enthusiastic excitement from our core licensing partners and their AAA-level IPs," said Mike Degler, Global Head of Licensing. "Combining pop-culture icons, backpack charms and Tiny Books is a magical recipe. The Bookcessories line will launch with a bang in autumn/winter 2026 and we will continue to develop an incredible Bookcessories range throughout 2027 and beyond."

YuMe Toys and HMV partner for exclusive pre-launch of Sony PlayStation collectibles

YuMe Toys is expanding its licensed collectibles portfolio with the debut of a new Sony PlayStation range. It will be available first through pre-launch at the iconic HMV high street store, with a wider rollout across EMEA from the last quarter of 2026.

The licensing agreement covers figures, keychains, collectible plush and novelty collectibles, celebrating some of PlayStation’s most iconic gaming franchises. Leading the range is the All-Stars Hero Box, featuring fan-favourite characters including Astro Bot, Kratos (God of War Ragnarök), Aloy (Horizon), Atsu (Ghost of YÕtei), Ratchet (Ratchet & Clank) and the Helldivers, offering broad appeal across multiple franchises for gamers and collectors.

Daniel Petcu, Head of Sales, EMEA Sales and Marketing at YuMe Toys, said: "We’re delighted to launch our new YuMe Sony PlayStation collection with HMV, an iconic entertainment retailer and high street destination. This partnership expands the reach of our growing collectibles portfolio, making it easier than ever for fans to discover and enjoy our products. It also reflects our commitment to growing our retail footprint while continuing to deliver innovative, high-quality collectibles inspired by the world’s most loved entertainment brands."

The HMV pre-launch marks another milestone in YuMe Toys’ UK retail expansion, increasing access to its design-led, officially licensed collectibles through one of the country’s best-known entertainment retailers. The fun collectibles also tap into the growing ’joy economy’ trend, as consumers increasingly seek affordable purchases that deliver fun, nostalgia and emotional connection.

Alongside the new PlayStation collection, YuMe Toys continues to grow its portfolio with innovative ranges based on globally recognised brands, including Winnie the Pooh Zoom Hero and Spider-Man collectible figures. The Winnie the Pooh collection features seven beloved characters on themed, free-rolling mini vehicles, from Pooh in a honey pot and Tigger on a carved log cart to Eeyore, Piglet and Roo nestled in woven picnic baskets.

This new set of YuMe Toy collectibles demonstrates YuMe’s ability to transform the world’s biggest entertainment brands into distinctive, high-quality collectibles that resonate with fans of all ages.

BBC Studios and Lego release Lego Bluey animated shorts

BBC Studios and Lego Entertainment have unveiled a new way for fans to experience the world of Bluey, with 10 iconic moments conveyed in animated Lego brick form. Lego Bluey Shorts, the 10 two-minute short-form series, launched on the official Bluey channel, the official Lego channel and the Lego Little Ones channel on YouTube and Bluey TV on 2nd July.

The series will be available in 12 languages: English, Spanish (Lat Am), Portuguese (Brazil), French, Mandarin, German, Italian, Japanese, Polish, Danish, Korean and Dutch. Families can enjoy seeing Bluey and Bingo’s favourite games recreated in Lego brick form, including Queens, Magic Xylophone and Musical Statues, before visiting outer space in Sleepytime and chasing seagulls in The Beach.

Jasmine Dawson, Senior Vice President, Digital, BBC Studios, said: "Two fandoms, built for play. This short-form series recreates favourite scenes brick by brick, keeping all the humour, heart and joyful chaos that audiences know and love. Bringing Bluey together with Lego celebrates the themes at the core of both brands, giving these iconic moments a fresh, playful spin that’s as fun to watch as it is to build."

Jill Wilfert, SVP of Entertainment Partners and Content, the Lego Group, added: "We are thrilled to bring the beloved world of Bluey to life through our playful Lego Bluey Shorts series. This collaboration with BBC Studios allows us to celebrate the creativity and storytelling that both the Lego brand and Bluey are known for. By reimagining iconic moments from Bluey in the classic Lego style, we offer families a new and engaging way to connect with Bluey’s adventures, fostering creativity and fun for fans of all ages."

Licensing World

DKB Toys launches Puremind anime collectibles

in the UK

DKB Toys has announced the official UK launch of Puremind anime collectibles. Early demand was strong, with the first HMV drop selling through rapidly to anime fans eager to purchase officially licensed collectibles inspired by some of the genre’s biggest titles, including Jujutsu Kaisen, Chainsaw Man and Frieren: Beyond Journey’s End.

Included in the range are collectible blind box formats, including Jujutsu Kaisen Slice of Life figures, mini acrylic stands and Cat Ear Plush bag clips. Each blind box delivers surprise reveals which are popular amongst fans and can encourage repeat purchases as collectors search for their favourite characters and complete full sets.

Puremind expands traditional collectibles with its wooden gallery pieces, transforming anime scenes into desk and shelf displays for fans to craft and build. Featuring moments from Jujutsu Kaisen and Chainsaw Man, these compact artstyle pieces offer something alternative for collectors wanting display appeal without committing to larger-scale figures.

Alongside collectibles, the range also includes pin badges, bag clips and plush inspired by fan-favourite licences including Naruto and Frieren, with further licences coming down the line including DanDaDan, Demon Slayer and Hatsune Miku plush at the end of the year.

DKB Managing Director, James Luff, said: "We are absolutely thrilled to bring the incredible Puremind anime collection to the UK. We have already seen phenomenal response from our customers and from fans".

Mike McGillion, Puremind Sales Director UK & Nordics, added: "We’re delighted to have partnered with DKB Distribution for our Anime Collectible category in the UK & Ireland - the team’s knowledge and connections to UK retail channels are unsurpassed. This year to date has exceeded all of our estimates already and we look forward to continue working with DKB to ensure our long list of forthcoming Anime IPs reach the consumer"

For more information retailers can contact grace.burton-rees@dkbtoys.com or edel.siddle@dkbtoys.com.

Goliath Games launches Fourth Wing: Rise of the Wingleader

Goliath Games has announced the launch of Fourth Wing: Rise of the Wingleader, the board game adaptation of Rebecca Yarros’s record-breaking fantasy series. The game officially launched on 15th July, celebrated by fans as Conscription Day, and is available at Waterstones.

This bookseller variant features exclusive collector packaging, available only through Waterstones, offering fans a special addition to their shelves. The game will roll out across national retailer partners including John Lewis, TG Jones, Smyths, Tesco, Easons, Argos and the independent toy trade from 1st September.

"Fans have made Fourth Wing a cultural phenomenon, and we wanted to honour that passion with a game that feels like a true extension of the Empyrean universe," said Julie Doverspike, Global Games Brand Director. "From exclusive character artwork to fan-selected creative elements, every decision was made with the community in mind. We’re excited to celebrate Conscription Day by inviting players to step into the world of Basgiath and forge their own path to becoming Wingleader."

Inspired by the best-selling Empyrean series, Fourth Wing: Rise of the Wingleader brings the world of Basgiath War College to life, featuring fierce riders, legendary dragons and heart-stopping romance. The characters of Violet Sorrengail and Xaden Riorson are fully realized through original artwork created exclusively for the game. Every copy also includes a specially designed metal Tairn bookmark that doubles as a first-player marker, giving fans a collectible keepsake that seamlessly integrates into gameplay.

For more information, retailers can contact 01483 449 944 or visit www.vividtoysandgames.co.uk.

Outfit7 and AliLeo Media launch cinema expansion for Talking Tom

Outfit7 has partnered with AliLeo Media for the theatrical debut of Talking Tom Heroes: Suddenly Super On The Big Screen. The special cinema event arrived in theatres across the UK and key European territories in July.

The theatrical release of Talking Tom Heroes: Suddenly Super kicked off in the UK in July, bringing the superhero world of Talking Tom and his friends to cinemas in a brandnew 60-minute big-screen event. Blending favourite moments from the hit series with exclusive new content made just for theatres, the experience offered kids a fresh way to enjoy the heroes they love, with new interactive moments and stories created especially for the cinema audience.

Commenting on the event, Greta D’Este-Donelan, Director at AliLeo Media, said: "We’re beyond thrilled to partner with Outfit7 to bring Talking Tom Heroes: Suddenly Super On The Big Screen to fans across the UK and Europe. This release redefines how kids interact with their heroes, and it perfectly aligns with AliLeo’s vision for how we engage with audiences – through innovative, cross-platform communication strategies, built around audience passion points and including cinema into the mix."

"We’ve always looked for new ways to bring the adventures of Talking Tom Heroes: Suddenly Super closer to our audiences, and the cinema experience opens up an exciting new chapter for the series," added Nuša Gantar, Head of Entertainment at Outfit7. "This release gives kids the chance to enjoy these stories together in a completely new setting, and partnering with AliLeo Media, whose expertise in bringing family entertainment to cinema audiences is invaluable, will help us make this experience truly special for kids across UK and Europe."

The care economy and the workplace:

An untapped opportunity for business

The Ethical Supply Chain’s Carmel Giblin discusses the effect that the care economy can have on a workforce and productivity, as well as outlining how family friendly initiatives can be beneficial for business.

WWhen business leaders talk about supply chain resilience, productivity or talent shortages, conversations tend to focus on technology, logistics or skills. Yet one of the biggest drivers of business performance remains largely invisible: the care economy.

Defined by the International Labour Organization (ILO) as the system of paid and unpaid activities that support human life, health and well-being, the care economy includes everything from childcare, education and healthcare to cooking, cleaning and caring for family members. It is the foundation which enables every workforce to function, yet it is rarely viewed within business infrastructure. However, forward-thinking employers are recognising that investment in care is not simply a social responsibility initiative – it is a strategic business decision with measurable returns.

The challenge for women in global supply chains

Across many global manufacturing sectors, women make up a significant proportion of the workforce, while also carrying most unpaid care responsibilities. Research in Bangladesh by Work & Opportunities for Women (WOW) found that many women were working a "double day", spending an additional seven hours every day on domestic and family responsibilities alongside their factory jobs. The impact extends far beyond hours in the day; one factory worker described the constant anxiety of leaving her sevenyear-old son at home while she worked, worrying every day about his safety and well-being.

These experiences illustrate an often-overlooked mental load of care. Research across 14 countries has shown that the invisible work of planning, organising and managing unpaid care falls disproportionately on women, reducing well-being, increasing stress and ultimately affecting workplace performance. In manufacturing environments, women reported arriving late because of caregiving responsibilities, causing them to lose attendance bonuses and making it harder to concentrate or meet production targets. Breastfeeding mothers described the difficult decision between taking entitled breaks to feed their child and meeting the same production targets as colleagues.

The Ethical Supply Chain Program’s (ESCP) own studies echo the same story: parents stretched and distracted by care responsibilities – many making impossible choices between earning money to provide for their family and being more absent or being more present but earning less and struggling to afford to provide for their family. Not simply a well-being challenge, but a productivity challenge

When businesses fail to recognise unpaid care responsibilities, the consequences ripple throughout operations. Higher absenteeism, increased worker turnover, recruitment challenges, lower productivity and rising training costs all affect competitiveness. Insufficient care infrastructure contributes to poverty, labour shortages, skills gaps and increased risks of child labour and modern slavery, as families struggle to balance work and caregiving responsibilities.

UNESCO estimates that 250m children and young people remain out of school, while inadequate learning outcomes could cost the global economy $10 trillion annually by 2030. At the same time, the World Economic Forum’s 2025 Global Gender Gap Report estimates that, at the current pace, achieving gender parity will take approximately 123 years. These challenges are interconnected. When childcare is unavailable, women are more likely to reduce working hours, leave employment or miss opportunities for promotion. Businesses lose experienced employees, institutional knowledge and future leaders.

Practical solutions already exist

Employer-supported childcare, flexible working arrangements, stronger maternity and paternity policies, breastfeeding facilities and management training all help create family-friendly workplaces that support employees through different life stages. Furthermore, these initiatives are increasingly demonstrating measurable commercial returns.

Experience from ESCP’s Family-Friendly Factory program illustrates the business impact. Factories introducing employer-funded childcare alongside flexible workplace policies saw a dramatic reduction in employee

turnover. One participating factory reduced worker turnover from 19.7% to 12.8% within the first year and has since reduced turnover further to just 5.1%. Another reduced turnover from 26% to 10% in its first year and now reports a rate of only 2.3%.

There are also financial benefits, with one participating factory estimating cumulative savings of more than $500,000 since implementing the program in 2016, while another estimates savings exceeding $750,000 since joining in 2019. Although each factory’s circumstances differ, both attribute these financial benefits to lower recruitment and training costs, higher employee retention and a more stable workforce, demonstrating that familyfriendly workplace policies can deliver measurable business value while strengthening operational resilience.

For multinational companies, the benefits extend beyond individual factories. Investors, customers and regulators are increasingly scrutinising labour practices across supply chains. Businesses that proactively address the realities of unpaid care are better positioned to strengthen workforce resilience, improve supplier performance and demonstrate meaningful progress on environmental, social and governance commitments.

At ESCP, we support brands and employers to extend the benefits of well-being initiatives throughout their supply chain. Brands can get involved in many ways - be it through nominating their direct suppliers, working with us to identify those in extended tiers or through general funding support to scale collective impact. Supporting the care economy is about recognising the realities of modern work. Caregiving responsibilities influence the attendance, well-being, productivity, retention and career progression of employees every day.

The businesses that recognise this will gain a competitive advantage by building stronger, more resilient workforces. It is time for business leaders to recognise the care economy as an essential investment in productivity, gender equality and sustainable economic growth. Supporting care is not just good for families, it’s good for business.

Contact info@ethicalsupplychain.org for more information on our support.

Talking Shop Summer sales

Toy World's Caroline Tonks and Anna Whyte speak to a selection of independent retailers about what's currently selling in their stores, the foot traffic they've seen in the summer months and what's to come in the second half of the year.

Paul Carpenter, Totally Toys, Bristol

Sales have been very good recently. We even see more reps in store now, which is a bit of a change from recent years.

During the last heatwave, a lot of the schools closed, so it was very busy. In general, we’ve been selling good numbers of paddling pools and water guns over the summer.

Since the World Cup started, a lot of people have been coming in looking for specific football-related products, with trading cards performing particularly well this time round.

Over the last three months, the shop has had an average +65% increase compared to the year before in sales, while the squishy momentum has pushed customer numbers up by +60%. Crazes like the current squishy phenomenon are hugely beneficial for us and other suppliers too. I remember the Lego rep telling me years ago while Lego doesn’t tend to get involved in crazes, it still benefits from more people going into shops for trending products, because they find Lego products while they’re in there.

The good news is that I can’t see this growth declining anytime soon. My daughter owns this shop now: I owned it for 38 years and I have seen a lot of crazes come and go. I’m mindful that trends can sometimes die when the kids go back to school in September, but I think the squishy phenomenon is so successful because it isn’t about any one specific product or company, it’s a whole category of products. Companies are bringing out so many products around the category that they won’t let it die out. TikTok has a big influence on which ranges to look out for these days. Earlier this year, following lots of activity on TikTok, sales of squishies increased ten-fold and we quickly put huge orders in to capitalise on the demand.

We placed a lot of Christmas orders at the Toymaster May show, although we actually ended up bringing most of them forward. We felt it made more sense to have the stock in now: because the shop is doing so well, we felt we might as well have a variety of new product to offer customers. If your customer flow is higher and you’re selling a lot more of everything, it’s the perfect time to introduce something you’re not sure of – then if it sells well, you have a better understanding of what to stock up on for Christmas.

We’re feeling very positive for the festive season, as the shop is currently doing better than it ever has. We don’t know yet which new launches will be most popular, but the increased customer flow is going to give us a chance to sell a lot of products. We’re looking to get ranges like Lego in a least a month earlier than last year, as I think it will have a big year purely due to the amount of customers coming into the shop.

Talking Shop

Julie Logan, The Olive Branch, Castle Donington

Krishna Yadlapalli, Booghe Toys, Birmingham

Sales have been really positive, particularly on the toy side, with footfall increasing by 23% compared with the same period last year. Pocket money toys, sensory products and collectibles continue to perform exceptionally well, with customers looking for products that offer both value and playability.

Products such as Scrumchems from One For Fun and Gui Gui from Moose Toys have been standout performers, appealing to children looking for affordable items. In particular, squishy toys continue to be a huge trend. Outdoor toys have also enjoyed a strong summer, with ranges from Little Tikes and Vivid Goliath’s Phlat Ball performing particularly well. Trading cards and TCG products remain an important category for us, with Pokémon, football trading cards and accessories continuing to drive repeat visits from customers.

The warmer weather over the last couple months has encouraged families to get out more, which has translated into stronger footfall across our stores. Outdoor toys have benefited significantly, while families are also spending more time together and looking for activities away from screens.

It has been fantastic to see our Game Guru board game cafés performing strongly, with families visiting and enjoying quality time together. We also feel that the ongoing conversation around social media use among younger people is encouraging parents to seek out more engaging, real world experiences for their children, which is great news for physical retail.

Customers have definitely come into the store looking for product surrounding the World Cup. Major sporting events always create excitement, and we have seen increased demand for football related products. Sticker collections and trading cards from Topps and Panini have performed particularly well, alongside football-themed toys and collectibles.

We are optimistic about the second half of the year and excited about what Q4 has to bring. Pocket money toys, sensory products, collectibles and licensed ranges continue to be key growth areas for us. We are keeping a close eye on new licensed launches, outdoor products and innovative toy concepts, as these categories continue to resonate strongly with our customers. We are also seeing continued demand for trading cards and TCG products, with new Pokémon releases expected to remain a major driver heading into the festive period. This combination of toys, collectibles, games and family experiences gives us confidence as we head into the busiest time of the year.

Christmas planning starts much earlier than most people realise. Most of our Christmas orders are placed during the summer months, with final decisions usually made in late summer and early autumn. We aim to strike the right balance between proven best-sellers and exciting new launches, while leaving enough flexibility to react to trends that emerge closer to Christmas. As always, our focus is on ensuring we have the right mix of toys, collectibles and licensed products ready for the festive season.

LLike many other small toy shops, we’re performing very well right now, largely thanks to the current squishy craze. This is currently the primary driver of sales, as customers are coming in-store or looking online for popular squishy products and finding other products that they hadn’t considered before.

When the weather gets very hot it can negatively affect our footfall. We’re in quite a small village and when the temperature reaches over 30 degrees, it can stop people from going out as much. However, thankfully it has been a bit cooler recently and, as it’s the summer holidays, we should have steady traffic in store over the coming weeks.

We are very excited for the second half of the year as we’re hoping that customers who have found us through the squishy craze will come back to do their Christmas shopping, which gives us a lot of potential going forward. We are working on taking full advantage of the new customer base and stocking a variety of products that they might be interested in. It is very exciting as the second half of the year is always the best time for us in terms of sales, but this year is looking even more promising with the promise of even stronger sales due to these new customers.

Currently, I’m looking for anything new that will tap into the sensory and squishy market, as well as expanding into other areas. For example, we’ve recently stocked the Legami Erasable Pens and stationery range. That’s a new type of product for us and it is proving popular with the school children who have been coming in for squishies and then finding stationery items. Usually, we focus on younger children but, because we have had kids around the 10-14 age range coming in, it’s giving us the opportunity to consider stocking products that are catered towards them.

We’re already thinking about Christmas and have been for

the last couple of months. I like to start placing orders in July and August to get ahead of the game and to make sure I’ll be able to get the stock that I want. However, our suppliers are very reliable, so we should be able to order in stock right up until Christmas and as we’re quite a small shop, there is only so much we can keep on the premises. Overall, we’re feeling extremely positive for the Christmas period. If we can build on the good year that we’ve had so far, we’ll be very happy.

Talking Shop

James Warburton, Legends of Toys, Liverpool

WWe are just about to hit our first six months since we opened, and it's been amazing so far. The squishy craze, combined with us being the only toy store in our area, has worked wonders. This has given us a solid platform to reinvest back into the company already.

Looking at product, Scunchems from One For Fun is doing particularly well right now in-store. It's the first brand we tested, and we loved it right away. They feel great, they look great and the packaging is on point.

Weirdly, I feel that the heatwave can scare customers off. However, we've got that covered with some excellent electric water blasters in-store. Both the big and small kids go nuts for them. For the World Cup, we decided against going big on the football theme, as we suspected that the Home Bargains store in my town would have that covered. Instead, we keep customers coming to our store for the lower price point items.

In the second half of the year, we've got some exciting orders to come from KTL, DKB and One For Fun. In Q4, we’re very excited about our planned trip to Shanghai for the China Toy Expo. We also have plans to build on other platforms starting in September that will tie in with the trip. Regarding Christmas stock, we've sadly been let down by some suppliers from recent shows which was disappointing, but we still have a good starting point. This will be a learning curve and give us the experience to nail 2027.

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Escaping the heat W

We have now passed the halfway point in the year, and on a positive note, the first half of the year has been better than we could have hoped for. If the second half is even half as good, we will be very happy come December 31st. June is usually one of our quietest months of the year, with a lull after the half term and before the summer holidays start. Not this time, however, with trade being extremely strong throughout the month.

Squishy toys and dumplings are still the massive driver of both sales and footfall, with no sign of the craze slowing down as yet. Children continue to come in to search for viral TikTok products, and anything new in the category is going down well with consumers – we recently received the giant squishy pickles from KTL, along with giant squishy poop, and they have been flying out. Squishy butter product is also proving very popular. We are speaking to our suppliers every week to see what new lines they have coming in. We know they are all experiencing delays at customs due to all the issues over counterfeit goods, but it is good to know that unsafe products are being stopped. However, we have so much on order from suppliers, we are potentially looking at taking extra storage.

The World Cup has also been very good for sales. With the matches mostly taking place during the evening, it has not hampered footfall, and related products have done very well. The Editions sets from Lego have been good, along with the Funko England team. However, the standout is the Fifa World Cup Stickers from Panini, which have been the biggest we have ever known, with thousands being sold each week. In the interest of customer research, and to relive his youth, Stephen purchased two full boxes of the stickers along with the album. Amazingly, those two boxes managed to fill the entire album, with no gaps at all. This was a lot less than anticipated given the various stories that have appeared in the media, so maybe he got lucky.

As we write this article, we have fans going full blast in an attempt to keep us cool during this unrelenting heatwave. As anyone who reads this column will know, being in shopping malls, we like rain, and dry weather is not always good for us. However, we are seeing a good sell through on outdoor and summer products, while still getting the footfall for the pocket money and squishy lines. Sometimes it has been so hot, customers have been coming into the mall to keep cool, and then still buying from us – so all in all, happy times.

Special Feature Game on:

Why Roblox ads belong on every toy brand’s media plan

SuperAwesome

With SuperAwesome recently named Roblox’s sole global commercial and technology partner for under-13 advertising, Jessica Whatson, Head of Gaming, shares why this platform is ripe with opportunity and visibility, and how it should be utilised by toy brands for advertising purposes.

Gen Alpha has made a choice. For the vast majority of this generation, Roblox is the primary space where they play, create, socialise and build the fandoms that drive their holiday wishlists and long-term brand loyalty. The question for toy brands is no longer whether to take this platform seriously; it’s how to show up there effectively. With SuperAwesome recently named Roblox’s sole global commercial and technology partner for under-13 advertising, that question finally has a practical, scalable answer.

Roblox’s footprint speaks for itself, boasting 144.5m daily active users and 2.9b daily views of Roblox-related content across YouTube and TikTok. But sheer scale alone doesn’t explain why this moment matters. Products don’t end up on kids’ wishlists by accident; they earn their place through consistent visibility and talkability across the platforms where they actually choose to spend their time. Today, Roblox is firmly in that mix alongside YouTube.

Under-13 audiences today are highly fragmented across platforms, creator ecosystems and gaming environments – many of which brands have historically been unable to access with real confidence. With over 44m games on Roblox and 15,000 new ones added daily, navigating this ecosystem efficiently requires a deep understanding of what active engagement actually looks like.

Gaming offers something quite distinctive in that mix because when a kid or teen plays Roblox, they become a part of the story. They’re making decisions, reacting, building and competing in real time, and the medium requires their active participation in a way that’s unique to the format but

also complementary to other ad formats.

Crucially, this engagement is anchored in the game world they’re actively navigating. When an ad appears on a video billboard in-game, a player’s avatar has to be physically close enough to the billboard, looking at it at the right angle, for the impression to count – meaning the ad is encountered within the context of active play. The formats themselves matter too. Video billboards, branded portals, homepage ads and sponsored tiles are all designed to exist within the game world rather than interrupt it. They’re part of the immersive environment, and players encounter them within a world they’re actively inhabiting rather than as an obstacle between them and other content.

While that immersive format is powerful, massive scale is only useful if you can navigate it safely. This is where contextual intelligence becomes the real differentiator. Awesome Intelligence brings more than 80 contextual categories to Roblox advertising, alongside 11 brand suitability flags and three levels of weapon categorisation.

In practice, this means a toy brand can systematically choose to appear in games classified as educational, puzzles, action or town-and-city role play experiences and strictly exclude environments that feature realistic violence or content misaligned with their brand values, with transparency at every step.

What makes this more than a taxonomic exercise is the depth of classification behind it. The SuperAwesome team of in-house youth experts is assisted by AI and reviews each game directly: watching gameplay, examining the communities built around it on social platforms and understanding the mechanics at play. SuperAwesome doesn’t just note that a game features combat; for example, it distinguishes between cartoon weapons and realistic ones, because different toy brands have different tolerances for the content environments they appear in, and that nuance matters.

Combined with the contextual expertise SuperAwesome is already bringing to YouTube, brands can extend their existing strategies across two of the most influential platforms for youth audiences, applying consistent audience and measurement frameworks across both – and getting more from the investment they’re already making.

Roblox’s scale is only useful if you can navigate it with precision. 'Boys 7-12’ isn’t a useful engagement category on its own. A 7-year-old and an 11-year-old may both play Roblox, but they play very differently. Younger kids skew toward creative, imaginative games; older kids toward multiplayer and competitive formats. And among 11-yearolds, there are distinctive audience cohorts, each with different values (e.g., determination versus creativity), loyalties (e.g., anime versus sport teams) or other interests, which again distinguish one group of players from another.

Co-gaming with parents, which is common among a meaningful share of Roblox players, tends to look different again. An audience-based approach is what turns Roblox’s scale from overwhelming into action – matching brands to the right games, the right contexts and the right moments in the purchase journey.

Toy brands have always understood that trust is earned, not assumed, especially with young audiences. SuperAwesome was built to power a better internet for the next generation, and that means advertising on platforms like Roblox has to be done right. All advertising through this partnership is COPPA-compliant and consistent with industry best practices. The contextual approach means SuperAwesome is not relying on personal data to reach young audiences; it’s matching ads to environments based on what those environments are about, not who individual users are. Roblox is a platform that millions of kids trust. Advertising there responsibly funds great creator content, supports the broader ecosystem and puts toy brands in front of engaged young audiences at the moments that matter most.

Driving success

As the UK toy market posts its strongest first half performance in 15 years, Melissa Symonds explores the key changes in the market over the past three years and looks at which categories are on the rise.

AAt the half year mark, the UK toy market is up an impressive +14% in value and +18% in units. This is the strongest first half performance in over 15 years, with growth coming from nine supercategories. With so many positive trends, it is interesting to look back and see where the market has changed. Over the past three years, the toy market has evolved with Building Sets overtaking Outdoor and Sports Toys as the top category. It now accounts for 22% of all value sales, compared with 15% in 2023, a value increase of +78%. Building Sets has grown across all price points, with Lego Botanicals and the Formula One licence accounting for 39% of the growth in the last three years, encouraging new buyers into the construction category.

In the same time period, five other supercategories have also shown double digit growth - Explorative & Other Toys, Plush, Action Figures & Accessories, Games & Puzzles and Vehicles - while Youth Electronics and Arts & Crafts also posted healthy increases. Explorative Toys grew from 6% of the total toy market to 8%, driven by collectibles such as Mini Brands, Miniverse and Clickeez. Collectibles across the total toy market has enjoyed strong growth, accounting for more than one in every five toys purchased. The types of collectibles proving popular have also changed over the past three years, moving more towards blind bags, micro sizing and sensory products.

Plush accounts for 8% of the toy market, with sales up +25% compared to 2023. While JellyCat has contributed growth, there has also been strong increase in sales from Fuggler, Palm Pals and Pets Alive. However, licensed Plush has grown twice as fast as non-licensed Plush since 2023, with Lilo and Stitch, Bluey, Minecraft and Care Bears all expanding plush ranges across retail. Action Figures growth has been driven by a substantial increase from the top property Funko Pop! - up +56% since 2023. There has

also been double-digit growth from Jurassic World, WWE, Toy Story and Beyblade, with licensed products remaining critical to this category. Vehicles has seen consistent growth over the last three years, up +21% vs. 2023, with Hot Wheels still the top property and continuing to grow with licences such as Formular 1 and Fast and Furious. Monster Jam and HTI’s Teamsterz have also made major gains in this category.

Only three categories have seen value decline: Dolls, Infant/Toddler & Preschool and the weather dependent

Melissa Symonds

Executive Director – UK Toys, Euro Toys

with a particular look or style. For the year to June 25, occasion-themed toy sales increased +38% vs. the year to June 23, contributing over £50M to the market. While Christmas themed toys remains the largest segment, Halloween and Easter have both enjoyed double-digit growth as the market expands to embrace these additional occasions throughout the year. Are there other micro-occasions that suppliers could look to embrace in the future such as Eid?

Outdoor & Sports. Dolls has declined with both Fashion Dolls & Playset Dolls down, despite strong growth from Sylvanian Families and Monster High. Nurturing Dolls has grown +12% in value since 2023, with Baby Born still the number one property in the segment and growing doubledigits. Outdoor did enjoy strong growth in 2025 compared to 2024, with an increased number of sunny and high temperature days, growing +9% year-on-year.

Another change in the last three years has been an increase in seasonal toys based on occasions like Christmas and Valentines Day. These are not just items purchased for an occasion, but toys specifically celebrating the occasion

Another trend which has increased fourfold since 2023 is Keychains/ Key rings/Bag charms. Showing double digit growth every year, and particularly strong in 2026, where it is currently up +78%, this trend is particularly strong in Plush, where sales have doubled in sales in the last year. The trend has recently expanded to include Arts & Crafts, Action Figures and Dolls with lines including Sticki Roll Lilo and Stitch Pendant Pack and Toy Story Small Stars Mini Figures Bag charms.

While the toy industry has many strong stables lines and properties, 65% of value sales in H1 2026 are from items which were new in the market since 2023. In 2026 this newness is a key factor in the strong growth seen in the first half of the year, and it should continue to the end of the year, as well as into 2027 and beyond. Without doubt, newness remains an integral component of the UK toy market as it continues to evolve, with new ranges, trends and seasonal products which attract new consumers to our industry.

Even before the release of Toy Story 5 in June, toy sales for the property had been growing steadily. However, between May and June, Toy Story sales grew by over £3M and the brand jumped into the top ten best-selling properties in June. Action Figures are the top performing category for Toy Story, accounting for 57% of sales in June, with the Toy Story 5 Figures 7" assortment from Mattel establishing itself as the top selling Action Figure line for the month. The second largest category for Toy Story is Infant/Toddler & Pre-school Toys, which represented 15% of total sales, with Vtech’s Toy Story 5 Explore And Learn Lilypad the standout performer in this segment.

Price point value gain/loss

At the half year mark, the average selling price in the UK Toy market was £10.70, down -4% compared with last year. There was good growth across all price points, with the strongest growth coming from the Under £10 price point, which was up +23%.

Under £10 accounts for 30% of value sales and two- thirds of the volume sales, with growth heavily driven by strong collectible properties such as the Panini FIFA World Cup stickers and Pokemon strategic trading cards. The top-selling item in the UK Toy market was the FIFA World Cup 2026 Multipack, with an ASP under £10. This price point also saw strong growth from Hot Wheels, Fuggler and Mini Brands.

The £10-£20 price point represented 29% of the overall market value, with Funko Pop!, Lego Speed Champions and Lego Botanticals all growing by double-digits. This price point has also seen strong growth from Toy Story in the last three months, with the latest movie release driving sales in June. Currently, the

Fisher-Price, Vtech Baby and Star Wars.

The £30-£49.99 price point was up +13%, accounting for 13%

Jurassic World at this price point. The over £50 price point is up +12%: this is a particularly

FIFA World Cup Official Trophy sits, which is currently the no.8 best-selling item year-to-date, as well as the top selling Pre-school item, with the Tonies Starter Set coming in at No. 2.

A plush moment

With demand spanning all age groups, today’s Plush category is at an all-time high, defined by innovation, licensing and year-round gifting opportunities. Toy World’s Caroline Tonks speaks with a selection of the category’s leading suppliers to learn about the current key trends and what is shaping consumer preferences.

TThe Plush category is in a strong position thanks to its evolution far beyond being a traditional toy purchase. Consumers are increasingly buying plush due to emotional and nostalgic connections, whether that’s comfort, collecting, gifting or self-expression. This shift has broadened the category audience significantly. As a result, suppliers are seeing demand from children, teens and adults alike, making Plush one of the few categories that genuinely appeals across generations. As this wider relevance grows, there is anticipation for increased opportunities for both retailers and manufacturers.

"Key trend-driven brands are definitely owning the market right now, whilst development and product innovation are other important factors," observes Tess Parsons-Broome, Senior Marketing Manager UK & Ireland, Just Play. "Creating feature-packed plush toys at different price points so that they can fit every pocket and occasion is essential as they can be an emotive purchase whatever the time of year, from a fun Easter gift to a major present purchase."

"We’ve recently seen a continued crossover between toys, collectibles and lifestyle products," adds Holly Oldham, Managing Director, UK & European Distributors, Jazwares. "Consumers want products that have personality, feel premium and can be displayed as much as played with. Social media has also accelerated trends, creating communities around collecting and helping products gain momentum much faster than we’ve seen before."

According to the latest Circana data, Plush accounts for 8% of the toy market, with sales up +25% compared

to 2023. There has been a strong increase in sales from key brands including Fuggler, Palm Pals and Pets Alive. In addition, licensed Plush has grown twice as fast as non-licensed Plush since 2023, with Lilo & Stitch, Bluey, Minecraft and Care Bears all expanding plush ranges across retail.

Licensing is one of the biggest drivers for the Plush category. It continues to play an important role in driving awareness and attracting fans, as consumers are becoming increasingly selective. The strongestperforming licences tend to be those with passionate fan communities and relevance across multiple touchpoints, whether that’s streaming, gaming, anime, music or social media.

"Licensing is huge – we know it accounts for 30% of toy sales and Plush is one of the biggest categories," states Tess. "Fortunately for Just Play, as we are a licensee on a global scale, we have lots of strong licensed options."

Just Play’s portfolio is full of Disney Stitch plush toys, and new for 2026 is the Double Trouble range. Standing at 14-inches tall, the interactive Disney Double Trouble Stitch Feature Plush comes with articulated arms, legs and head, allowing multiple ways to play. With over 50 combinations of sounds and reactions, including his signature alien chatter, and covered with super-soft highpile plush, this animated toy is ready for both active play and snuggles.

Jazwares’ strong licensed programme will continue to fuel excitement throughout the rest of 2026 and beyond across the Squishmallows brand, with collaborations including K-Pop Demon Hunters, Disney, Star Wars, Marvel, Hello Kitty & Friends, Care Bears and many

more. The Squishmallows brand continues to showcase its ability to stay culturally relevant while reaching fans across generations. In 2026, the range will expand with more than 500 new core and seasonal styles across multiple sizes, from 3.5-inch clips through to 20-inch plush.

Rainbow Designs’ best-selling Paddington collections continue to delight fans of every generation. From Paddington for Baby and The Adventures of Paddington ranges to the enduring Classic Paddington collection, there is a plush companion for every age and occasion. Also from Rainbow, the Care Bears Baby collection introduces a fresh take on the 80s icons. Inspired by the enduring themes of love, kindness and friendship, the range reimagines Cheer Bear, Funshine Bear and Bedtime Bear as irresistibly soft companions for little ones.

While the licensing space continues to thrive, at the same time there’s also room for original brands that create their own emotional connection with consumers. For both suppliers and retailers, it’s about finding the right balance between licensed and owned IP.

LeapFrog is bringing even more fun to early learning with an expanded range of interactive plush toys, combining trusted educational content with cuddly companions that support children’s development. Headlining the range is the return of the much-loved Scout and Violet characters. My Best Pal Scout and My Best Pal Violet are back in refreshed interactive plush form. Available separately, each puppy can be personalised using the LeapFrog app to remember a child’s name and favourite things.

Feature Plush

With its gently weighted designs, ultra-soft tactile fabrics and planet-kind materials, One Love offers retailers a plush range with strong emotional appeal and clear point-of-difference on shelf. The One Love Snuggle Range has been developed with a lightly weighted, naturally hugging body that creates an instant sense of grounding and calm. Designed to flop gently into the arms, each character delivers a comfort experience that goes beyond traditional plush, making the range suitable for everyday gifting, wellbeing-led retail displays and impulse purchase opportunities.

The Animigos World of Nature range from One For Fun continues to grow, bringing even more wildlife and domestic animal plush to retailers. The collection has become a favourite with museum shops, zoos and gift retailers looking for high-quality, educational plush. Suitable for all ages, the range combines cuddly appeal with educational value, with each animal featuring facts about the species. New additions for this year include an Otter Mum with Baby, a Red Fox and a Deer, as well as smaller additions like a Black Cat and a Duckling.

HTI Toys’ Bella & Bee Qwerk-ables range turns everyday food items into soft, character-led plush. The Small Fast Food Plush assortment centres on eight treats, including pizza, hot dogs, burgers, croissants, cookies, doughnuts, cupcakes and pancakes. There’s also the Small Fruit and Veg Plush assortment that broadens the offer with a mix of everyday produce, and the Large Fruit and Veg Plush assortment of scaled-up versions of key characters.

Other own-brand food lines in the Plush category recently made headlines, thanks to the Court of Appeal in Nuremberg favouring Keel Toys in a plush design infringement dispute with Jellycat. The Court overturned a preliminary injunction that had prevented Keel Toys from selling its Bakery Sweet Treats scented plush range

in Germany after Jellycat claimed design infringement of its Croissant and Doughnut plush. During the appeal, Keel argued that its plush designs were distinct from Jellycat’s and presented evidence showing that anthropomorphic food toys, including its own earlier products and Moose Toys’ Shopkins range, pre-dated Jellycat’s registered designs. The Court found that a plush version of a common bakery item with human elements was not protectable, and the general idea cannot be monopolised by IP rights. Jellycat’s claim was rejected, and the company was ordered to pay the legal costs and barred any further appeals.

In an exclusive interview with Toy World, Richard Keel, Managing Director of Keel Toys, stated: "Every industry follows trends, and the toy industry is no different, particularly in soft toys. You can’t own the IP to a soft toy food item. If this had not gone in our favour, it would have set a bad precedent, where no company could do a food line, like a hamburger, a croissant or even a slice of cake, which is just not practical. You cannot monopolise the genre."

Plush is no longer just about traditional soft toys. Another trend which has increased fourfold since 2023, according to Circana, is keychains, key rings and bag charms. Showing double digit growth every year, and particularly strong in 2026 where it is currently up +78%, this trend is particularly strong in Plush, where sales have doubled in the last year.

"Bag clips are a standout trend currently shaping the category," states James Luff, Managing Director, DKB. "Consumers are driven by a desire for personalisation and the ability to clearly showcase their fan support for specific licences. There is a real demand for the novel; collectors are always hunting for something unique, fresh and different to what they have seen before."

DKB is doubling down on the intersection of softtouch collectibles and high-demand licensed properties, delivering a range from Puremind that is already popular with fans, retailers and unboxing social media influencers. The Jujutsu Kaisen Cat Ear Plush blind box collection has been a standout in the market, selling rapidly and demonstrating a level of consumer demand that shows no sign of slowing. Each box holds a randomly selected, soft character reimagined with cat ears and expressive, character-specific features.

L.O.L. Surprise! from MGA Entertainment is celebrating 10 years of surprise, style and self-expression this year, and to coincide with the anniversary, is releasing the all-new L.O.L. Surprise! Plush Surprise, blending collectible plush, surprise unboxing and wearable accessories. Inspired by bag charms and personalised accessories, each plush transforms into an on-the-go fashion companion with a removable keychain that clips onto any backpack, handbag, purse or belt. Every Plush Surprise is packed with seven surprises waiting to be discovered.

As the blind box phenomenon continues to dominate the plush market, Posh Paws International has brought the excitement of opening surprise purchases to its licensed and trending ranges. New Minions & Monsters surprise blind box plush bag clips and Mr Bean Karabiner Kuties bag clips have been an instant hit with fans and collectors. These sit alongside its current bag clip offering, from Kawaii Kuties and Bubble Tea Pals to licences like Wednesday and The Traitors.

Simba has been tapping into the Gen Z-led trend of wearables in recent months with a new blind box wearable offering inspired by favourite characters from Disney. Disney YuYus is a collectible line of plush vinyl face charms that combine style, nostalgia and selfexpression. Measuring around 10 cm, each Disney YuYu comes with a practical carabiner clip attached, making it easy to clip the charm to bags, backpacks or keys. For autumn/winter 2026, a second series of Disney YuYus is imminent with new Disney Winnie the Pooh and Lilo & Stitch options.

Although the category is sitting very comfortably in the market right now, there is always room for growth and opportunity. For Holly, one of the biggest opportunities she’s seen is continuing to position Plush as a lifestyle category rather than simply a toy category. "As consumers increasingly buy plush for collecting, decorating, gifting and self-expression, there’s significant potential to expand into new retail environments and reach audiences who may not traditionally shop the toy aisle," she explains. "Brands that continue to innovate, create emotional connections and stay culturally relevant will be well placed to capitalise on that opportunity."

For James, it is breaking away from the 'traditional’ and having the ability to react quickly to hot new licences. He explains: "The surge in accessibility of anime licences in Western markets has been a transformative shift. When coupled with the viral popularity of blind box formats, and trends like the Labubu craze, we’ve seen the category experience a major boost in popularity. Innovation and strong licensing are really expanding what is possible for plush today."

Continue reading through the following pages to find out more about the ranges mentioned in this piece and many more, and why they deserve a space on your shelves this year.

Plush The Puppet Company

01462 446 040 | www.thepuppetcompany.com sam@thepuppetcompany.com

It’s no exaggeration to say that education and learning are part of the DNA of The Puppet Company, a family-run enterprise started by two parents who were formerly teachers to help children learn through creative play. And DNA isn’t just a metaphorical term as three of the founders’ children today play vital roles in the company. The company aims to help children bring their imaginations to life and encourage fine motor skills, communication, confidence, storytelling and even counting, most notably through the recent addition of Numberblocks to its growing range of licensed plush toys and puppets.

Numberblocks is a popular, BAFTA award-winning pre-school TV show and revolutionary maths brand that uses humour, inventive animation, delightful characters and engaging storylines to teach children up to six how to count and recognise numbers. Seamlessly blending learning with fun, each five-minute episode tells a well-paced and funny story about a group of friendly characters made of one or more blocks that represent all the numbers up to 100. Each character can be magically transformed into other characters by adding or removing blocks. The Puppet Company will initially be creating Numberblocks finger puppets for the characters One to Five as part of an exciting, phased launch.

Imaginative play is another important part of the company’s offering, supported by many plush toys from its Wilberry Soft Toys division. Notable among recent additions are the Wilberry Picnic Bears with a Teddy Bears Picnic Set including blue, pink and yellow bears plus a soft toy picnic basket and matching blanket. Another delightful range for encouraging imagination and stories is the Wilberry Plush Dancer range, which features an enchanting collection of super-soft toy animals dressed as beautiful ballerinas.

Being cute, beautifully soft and hug-ready, with plush fur and a gentle design, these Wilberry products have a fundamental appeal for children aged 12 months upwards – ideal for cuddles, nap time, day trips and soothing playtime. They are also handy for parents as all items are small, light and easy to carry.

Importantly these products also support retail presentation. The Wilberry Water Wonders range, for example, features a charming selection of marine-themed soft toys, such as a seal, turtle and penguin. Crafted with high-quality fabrics and appealing character designs, they offer strong shelf presence and broad customer appeal. The charm of the Teddy Bears Picnic Set and the theatrical appeal of the Plush Dancer range are also both ideal for unusual and striking displays.

From Numberblocks to Water Wonders and beyond, these products are also about fun, another driver for the company’s founding 25 years ago. Today we offer puppets, soft toys and much more, but fun is still fundamental.

Jazwares

02035 985 119 | www.jazwares.com

Jazwares is set to make a big impact in 2026 with an unrivalled portfolio that blends iconic global licences, original lifestyle brands and innovative new formats. From the continued evolution of Squishmallows to the arrival of cultural phenomenon KPop Demon Hunters, alongside exciting new partnerships with Japan’s most popular character brands, Jazwares continues to redefine what plush means for today’s consumers.

Leading the charge is the global powerhouse Squishmallows, which continues to evolve well beyond its status as one of the world’s most successful plush brands. In 2026, the range will expand with more than 500 new core and seasonal styles across multiple sizes, from 3.5-inch clips through to 20-inch plush. The brand’s continued innovation includes the launch of pocket-sized 2.5-inch Squooshems, collectible 3-inch MallowMees, expressive 4-inch Big Moods and 10-inch Mystery Bags.

A strong licensed programme will continue to fuel excitement across the brand, with collaborations including Netflix’s KPop Demon Hunters, Disney, Star Wars, Marvel, Hello Kitty & Friends, Care Bears, Bluey, Pokémon, Harry Potter, Sonic the Hedgehog, Chiikawa, Mofusand, Gremlins and many more, demonstrating the brand’s ability to stay culturally relevant while reaching fans across generations.

Following the explosive global success of Netflix’s KPop Demon Hunters, Jazwares will introduce an extensive collection spanning 3-inch collectible minis and 4-inch clips as well as 8-inch, 12-inch and 18inch plush alongside exciting crossover collections with both Squishmallows and BumBumz. Designed to capture the bold characters, vibrant style and high-energy spirit of one of Netflix’s biggest entertainment launches, the range aims to be one of the year’s standout licensed plush programmes.

Alongside its entertainment portfolio, Jazwares continues to innovate with original concepts that broaden the appeal of the plush category. Greenhouse offers a fresh lifestyle-inspired take on plush with a collection of irresistibly soft houseplants, tapping into the growing trend for home décor, gifting and design-led collectibles. The range demonstrates how plush continues to evolve beyond the toy aisle, attracting consumers looking for products that blend personality, style and everyday appeal.

Following its appointment as master toy partner by Japan’s leading character management agency, Spiral Cute, Jazwares will also introduce exciting new ranges based on two of Asia’s biggest cultural phenomena: Chiikawa and Mofusand. With blind boxes, clips, figures and an extensive plush collection, these brands are positioned to capitalise on the continued global appetite for kawaii-inspired characters and premium collectible plush.

Meanwhile, 2026 promises landmark moments for several of Jazwares’ biggest licensed brands. Pokémon celebrates its 30th anniversary with an expansive master toy collection designed for every generation of fan, while Five Nights at Freddy’s is set for another major year following the success of the master toy launch, with new plush lines continuing to build on the franchise’s growing collector appeal.

With a portfolio spanning evergreen favourites, emerging entertainment brands and lifestyle concepts, Jazwares continues to combine innovation, collectability and cultural relevance, setting the pace for one of the toy market’s most dynamic categories.

Charlie Bears

uk-sales@charliebears.co.uk

For more than 20 years, Charlie Bears has been delighting collectors around the world with beautifully handmade bears and characters renowned for their quality, personality and attention to detail. Now, that same passion for creating meaningful plush companions is bringing joy to an even wider audience through Bear & Me by Charlie Bears, a beautifully crafted collection designed especially for babies, children and everyday gift giving.

Bear & Me offers everything customers are looking for in a premium plush gift. Every character is suitable from birth, machine washable at 30°C and crafted from exceptionally soft, high-quality plush, making them ideal companions for cuddles at home and adventures beyond. With retail prices starting from just £15, the collection offers outstanding value without compromising on quality.

Behind every Bear & Me by Charlie Bears character is the same team responsible for creating Charlie Bears’ much-loved collectible bears. That heritage means retailers can offer customers a brand they can trust, backed by decades of expertise in designing plush with genuine heart and personality.

One of the greatest strengths of the range is its breadth. Whether customers are shopping for a newborn gift, a birthday surprise or simply a thoughtful gesture, there’s a character to suit every occasion. The ever-growing collection spans woodland favourites, farmyard friends, dinosaurs, safari animals and much more, encouraging repeat purchases as families return to discover new arrivals.

The latest additions to the collection are available now and include four exciting new safari friends: Polly Panther, Loki Lynx, Sid Sloth and Leo Lion. Joining them is the wonderfully playful Tushy Peg T-Rex, a striking dinosaur character in a beautiful damson shade that’s sure to capture imaginations and become a firm favourite. Lottie Lamb and Henry Cow will be joining their farmyard friends to offer a staple offering for destination farm shops and garden centres. And one for luck, Fang Sabre Tooth Tiger comes and supports the growth of the brands mystical characters which already include unicorns, dragons and characters who are lost but not forgotten.

Today’s shoppers are increasingly looking for gifts that carry meaning as well as practicality and Bear & Me delivers both. These are gifts that become treasured companions, comforting little ones through every milestone while creating lasting emotional connections for the families who give them. They’re easy to choose, beautifully made and designed to be loved for years to come.

For retailers, Bear & Me represents an opportunity to stock a trusted British brand with proven heritage, broad consumer appeal and excellent value. Whether displayed as part of a dedicated baby offering or alongside children’s gifting, the collection provides an accessible premium plush range that encourages impulse purchases and repeat custom alike.

With new characters launching regularly, exceptional quality at every price point and the reassurance of the Charlie Bears name behind every design, Bear & Me is proving that finding gifts can be beautifully simple.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

Rainbow Designs extensive plush portfolio combines timeless licensed favourites with on-trend collectibles and giftable appeal, that resonates with consumers of all ages. Evergreen best-selling collections, such as Paddington, Bing, Peter Rabbit, Winnie the Pooh, Wizarding World Harry Potter and Mr. Men Little Miss, have been joined by exciting new ranges. Care Bears Baby, Disney Winnie the Pooh 100, Disney Dumbo and Pembe the Pink Cat have been added to offer retailers a carefully curated selection of trusted brand ranges to deliver year-round sales.

Designed to spread a little happiness every day, the collectible Pembe the Pink Cat collection is perfectly pitched at tweens and young adults. Celebrating joy, kindness and self-expression, the range includes six collectible 15cm plush characters and six plush keychains, each featuring a positive affirmation such as ’Be You’, ’I Miss U’ and ’Hug’. Completing the collection are two irresistibly soft 23cm Pembe plush toys, making the range ideal for both collectors and gifting occasions.

Bringing cuddles, collectability and plenty of personality, is the new Cutydoos range. These super-soft collectibles, complete with sparkling glittery eyes, are perfect for children, tweens and young adults. The range features eight animals including Koala, Bear, Panda, Fox, Husky, Rabbit, Cat and Dog, that are available as 13cm and 23cm plush toys, as well as plush keychains. There is seasonal excitement with the adorable Spring assortment of pastel bunnies, a cute duck and a sweet little sheep, with Halloween and Christmas collections arriving soon. Supplied in an eye-catching CDU, Cutydoos provides retailers with an excellent pick-up line that encourages impulse purchases and refreshing displays throughout the year.

Rainbow’s best-selling Paddington collections continue to delight fans of every generation. From Paddington for Baby and The Adventures of Paddington ranges to the enduring Classic Paddington collection, there is a plush companion for every age and occasion. Whether it is the huggable Cuddly Paddington, the beautifully detailed Traditional Collector Paddington or the iconic Classic Paddington with Boots and Suitcase, these timeless characters remain firm favourites, delivering comfort, nostalgia and lasting appeal.

The adorable Care Bears Baby collection introduces a fresh take on the ’80s icons. Inspired by the enduring themes of love, kindness and friendship, the range reimagines Cheer Bear, Funshine Bear and Bedtime Bear as irresistibly soft companions for little ones. Featuring comforters, ring rattles and My First Care Bear soft toys, the collection is perfectly suited to the baby gifting market.

A new addition to Rainbow’s popular Winnie the Pooh infant collections, Hundred Acre Wood and Always and Forever, is the adorable Winnie the Pooh 100 range celebrating 100 years of one of the world’s most treasured characters. The range includes a commemorative Winnie the Pooh plush alongside a beautifully presented Infant Gift Set featuring a super-soft Winnie the Pooh cuddly toy, illustrated comforter and engaging ring rattle.

Packed with cuddly characters, timeless licences and exciting new collectibles, Rainbow Designs continues to deliver a plush portfolio that offers strong gifting appeal and year-round retail opportunities.

Peek-A-Boo Peppa The Brand New Interactive Plush

Zuru

www.zurutoys.com | sales@zuru.com

Zuru continues to invest in the plush category with expansion strategies for its existing bestselling ranges and new brand launches. The original Fuggler has gained a cult following amongst fans due to its playful, offbeat designs. The brand’s signature mix of human-like teeth, vacant expressions and mischievous design details offers a clear point of difference on shelf. The company continues its expansion of the Fuggler universe across core, mini, key chain, blindbox and Bigg formats, while tapping into seasonal moments and licensing collaborations. The latest ranges of the core 9-inch Fugglers include Baddies, Nipple Fuggs and FuggStars Series 2 while the minis collections include 5-inch clip-on Baby Baddies, Fuggler Care Bears, Alley Cats and Fugg Nuggets. Zuru has amplified Fugglers’ digital presence, turning it into a viral sensation on TikTok, boasting 1.3m followers and 30.1m likes.

From Starbox, Zuru’s new break out premium platform brand focused on blind box collectibles, Sad Baby is a collection of mini figurines and plush keychains, which captures personality and emotion through expressive character design. The plush Sad Baby Care Bears keychains arrive tucked inside a themed blind box designed to heighten the surprise in every unboxing. Each character is styled in a Care Bears outfit, including favourites such as Grumpy Bear and Cheer Bear. The range of seven collectibles has been designed to bring a hybrid between collectibles and fashion accessories, allowing fans to personalise and showcase their collections beyond the shelf.

Zuru’s weighted plush brand, Hug-A-Lumps, continues to drive growth in the weighted plush sub-category with the introduction of new long-pile fabrics. The latest character collection combines the calming benefits of weighted plush with a premium feel at exceptional value. Hug-A-Lumps blend the familiarity of a favourite soft toy with the soothing qualities of a weighted blanket. The move to long-pile fabrics marks the next evolution of the brand, elevating the look and feel of the range while retaining its accessible appeal.

Rainbocorns continues to bring together collectible plush and surprise play through a range of characters and unboxing experiences. The popular Rainbocorns universe continues to expand with the launch of Rainbocorns Magicorn Surprise. Combining mystery, collectability and imaginative play, each of the two new Magicorn lines comes packed with surprises. Presented in potion bottles and bubbling cauldrons, the range delivers strong shelf presence while extending the excitement of the reveal, with hidden accessories and magical plush characters inside.

Zuru’s newest plush brand Pillow Peeps are plush pillow pals bringing comfort and personality to kids’ rooms. Perfectly sized for hugs, travel or bedtime companionship, every Pillow Peep blends squishy fabrics and animal faces that spark imagination and help kids feel calm and cosy. There are seven characters to choose from, including Axolotl, Capybara, Bear, Dalmatian, Owl, Shark and Dinosaur. The soft material makes Pillow Peeps a sensory-friendly, safe plush toy for all ages.

Across the portfolio, brands are supported by integrated marketing campaigns including digital entertainment partnerships, always-on YouTube content, social influencer collaborations, streaming activity and PR.

Simba Smoby

01274 765 030 | www.smobytoys.co.uk | sales@simbasmoby.com

After multiple years of consistent growth within the Plush category, Simba’s Disney Plush portfolio continues to go from strength to strength with 2026’s new additions creating waves both in the toy and blind box aisles. Simba is up more than 37% YOY Q1 YTD (according to Circana’s Q1 data).

Simba has been tapping into the Gen Z led trend of wearables in recent months with a new blind box wearable offering inspired by favourite characters from Disney. Disney YuYus is the cute, collectible line of plush vinyl face charms that combine style, nostalgia and self-expression. Measuring around 10 cm, each Disney YuYu comes with a practical carabiner clip attached, making it easy to clip the charm to bags, backpacks or keys. Each licensed range includes nine charms to collect, including a mystery figure. The blind box format adds an element of surprise to every unboxing moment. For AW26, a second series of Disney YuYus is imminent with new Disney Winnie the Pooh and Lilo & Stitch options. Be sure to keep an eye out for Angel in the latter range.

Following all the anticipation for the new Disney and Pixar film Toy Story 5, fans have been treated to Simba’s Disney plush range with five 25cm plushies; Woody, Jessie, Bullseye, Buzz and the new character Smarty Pants to collect. At affordable pickme-up prices they are ideal for a post cinema trip memento.

With a big year for Star Wars upon us and the launch of The Mandalorian & Grogu new movie, the hit franchise has also grown in the Simba portfolio. Added to the range is The Mandalorian 25cm Plush, a premium execution soft toy that wears shiny, metallic-finish armour. Grogu with Snacks is a sweet new addition to the range at just over 25cm, featuring an oversized head and cuter styling. Additionally, there is the 14cm Grogu Shoulder Squad that sits atop your shoulder thanks to magnets for Star Wars fandom on-the-go.

2026 also brings plenty of newness from Disney Winnie the Pooh, offering all fans a special something to mark the property’s 100th anniversary. The Winnie the Pooh Anniversary Plush is not to be missed. Their soft colouring, long-pile fur, party hats and floppy legs make them irresistibly sweet. Piglet, Pooh, Tigger and Eeyore each bear the new branding for the anniversary, meaning they will also serve as beautiful

Plush

Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk

Dumplings are the biggest global craze right now and Posh Paws has released a new range of super-cute, pastel-coloured Kawaii Dumplings 10-inch plushies and 5-inch bag clips with adorable expressions embroidered on their faces. Posh Paws Korean-inspired Kawaii Kuties remain a firm favourite with the 10-inch Animals, Foodie Friends and Plants assortments, a popular choice for kids, teens and young adults looking for supersoft and squishy plushies. In addition to the new QuackPack surprise capsules, a larger 10-inch plush assortment is available and they have launched a new assortment of their best-selling Cuddly Capybara plushies holding cute yellow ducks in 10-inch sizes and 5-inch plush bag clips.

The blind box phenomenon continues to dominate the plush market and Posh Paws have brought the thrill and excitement of opening surprise purchases to their licensed and trending ranges. For the new Minions & Monsters movie their surprise blind box plush bag clips and their new Mr Bean Karabiner Kuties bag clips have been an instant hit with fans and collectors. For Korean-inspired plush collectibles, their Kawaii Kuties surprise capsules, Onikuma and Kanashiko blind boxes and surprise capsules are great for pocket-money gifts. For those seeking the next best vinyl duck-inspired toys, Posh Paws QuackPack surprise capsules bring together collectible palm-sized plush ducks in fun costumes.

Mr Bean remains one of Posh Paws best-selling nostalgic licences with sell-out performances of their 10-inch plush assortment and their new collection Karabiner Kuties 5-inch plush bag clips. New Mr Bean plush are available in more fun and comedic costumes and poses, including Mr Bean holding a Union Jack suitcase, which will be great for Best of British gifting ideas.

Since Netflix announced its new animated series, The One Piece for early 2027, the fanbase for One Piece has grown significantly alongside Posh Paws’ collection of high-quality, fanfavoured plush toys for Chopper, Luffy, Zoro, Buggy the Clown and many more popular characters. Additionally, the Powerpuff Girls are back, in cuddly form with Posh Paws 10-inch Bubbles, blossom and Buttercup plush toys and adorable plush head bag charms that celebrate this aspirational, fashion-forward, retro brand that fans continue to advocate.

The new series of The Celebrity Traitors returns to our screens this autumn and will no doubt be the most talked about show yet again and Posh Paws 12-inch plush assortment of cloaked plushies and new plush bag charms are the perfect gifts for fans. Branded ceramic mugs in gifts boxes and collectible 2D Keychains will be released in the autumn.

In the run-up to Halloween, Posh Paws have a strong catalogue of licensed plush that have remained year-around top-sellers with pop and geek culture retailers, with the strongest performers being their IT Pennywise the Clown, Beetlejuice, Annabelle and The Nun licences. New for September they will be launching their first Gremlins plush toys, with Gizmo, Stripe and Hawk, to meet the demand for this 80s cult classic.

One Love 01293 364 364 | www.kidantics.co.uk | enquiries@kidantics.co.uk

As the soft toy category continues to benefit from demand for comfort-led, giftable and sensory products, One Love is positioning plush as more than a traditional toy. With its gently weighted designs, ultra-soft tactile fabrics and planet-kind materials, the brand offers retailers a range with strong emotional appeal and clear point-of-difference on shelf.

For more than 140 years, soft toys have delivered comfort, joy and that unforgettable first hug. One Love builds on this enduring appeal with its Hug Stop concept: a moment of calm, reassurance and connection for children, teens and adults alike.

The One Love Snuggle Range has been developed with a lightly weighted, naturally hugging body that creates an instant sense of grounding and calm. Designed to flop gently into the arms, each character delivers a comfort experience that goes beyond traditional plush, making the range suitable for everyday gifting, wellbeing-led retail displays and impulse purchase opportunities.

The One Love Bag Charms extend the brand’s comfort credentials into a portable format. Made from 100% recycled faux fur and filling fabrics, each charm features a gently weighted tail for fidgeting, soothing and sensory regulation. Clip-on, collectible and easy to display, they bring the One Love hug to bags, backpacks and everyday journeys.

The gently weighted construction creates a deeper, more reassuring cuddle, supporting the growing consumer focus on emotional wellbeing, sensory comfort and calming products. The signature supersoft fabrics encourage touch, trial and repeat engagement in-store, helping the range stand out as a high-impact plush offer with instant consumer connection. With fabrics created from recycled plastic, One Love gives retailers a plush range that combines softness, gifting appeal and a relevant planet-kind message.

From Pets to Wildlife characters, the curated One Love collection has been designed to encourage browsing, choosing and repeat purchase. It features a charming assortment of animals, including Tai Elephant, Ollie Sloth, Remy French Bulldog and Scout Husky. With its warm brand message and tactile product experience, the range lends itself to seasonal gifting, everyday comfort purchases and crosscategory wellbeing displays.

KidAntics is the exclusive distributor of One Love for the UK and Ireland. Since launching in January 2026, the range has already secured support from independent specialist retailers, department stores, garden centres and tourist attractions. The One Love collection forms part of KidAntics’ growing portfolio of high-quality toy and plush brands, bringing together comfort, character and sustainability in a range that offers strong appeal for gift-givers, children and retailers.

For more information on the One Love range, get in touch with KidAntics for its UK and Ireland offering at the details above. One Love can be contacted directly on www.oneloveplush.com or sales@oneloveplush.com.

Plush LeapFrog

01235 555 545 | www.leapfrog.com trade.sales@vtecheu.com

LeapFrog is bringing even more fun to early learning with an expanded range of interactive plush toys, combining trusted educational content with cuddly companions that support children’s development from their very first years. Headlining the range are the return of the much-loved Scout and Violet characters, alongside an exciting new addition for younger learners, 123 Bounce with Me Penguin.

Making a welcome return this Autumn/Winter are LeapFrog’s iconic mascots, Scout and Violet. Loved by families around the world for introducing little ones to music, language and early learning, My Best Pal Scout and My Best Pal Violet are back in refreshed interactive plush form, ready to become a child’s first learning companion. Available separately, each soft and cuddly puppy can be personalised using the LeapFrog app to remember a child’s name and favourite things, creating a unique play experience that grows alongside them. Five interactive buttons encourage children to sing, talk and explore, while introducing first words, counting, colours, emotions and mindfulness through a variety of engaging activities. Featuring 35 songs, melodies and lullabies, Scout and Violet offer both a daytime learning mode and a soothing nighttime mode, making them ideal companions from playtime through to bedtime. Combining comforting cuddles with educational content, Scout and Violet continue to demonstrate why they have remained two of LeapFrog’s most recognisable and enduring characters.

Joining the range this summer is the 123 Bounce with Me Penguin, an interactive plush designed to get kids moving while introducing key early learning concepts. The energetic penguin responds whenever children talk, laugh or clap, bouncing along to encourage active play and movement.

As children chase after their bouncing friend, they are introduced to letter sounds and early counting in a fun and engaging way. Parents and children can also record their own voices, with the penguin playing them back as amusing sound effects that encourage repeated play and shared family moments. The combination of movement, music and interactive play helps support listening skills, coordination and confidence, while creating plenty of opportunities for laughter along the way.

Whether rediscovering the familiar faces of Scout and Violet or meeting Bounce with Me Penguin for the first time, LeapFrog’s latest plush range continues the brand’s commitment to making learning fun from day one. By combining interactive technology with soft, comforting characters and age-appropriate educational content, the collection offers retailers a strong range of products that appeal to both parents looking for trusted learning toys and children seeking a new best friend to learn and grow with.

Lexibook

07501 770 855 | www.lexibook.com | davidpannett@lexibook.com

As artificial intelligence continues to influence the toy industry, Elo Yeno introduces a fresh approach by combining advanced AI technology with the reassuring softness of a plush companion. Designed to encourage curiosity, creativity and learning, it delivers an engaging, screen-free play experience that balances educational value with fun.

Unlike traditional interactive toys, Elo Yeno features child-friendly conversational AI that enables natural, age-appropriate interactions. Children can ask questions, enjoy conversations and explore a wide range of built-in activities designed to entertain while supporting learning and imagination. From general knowledge quizzes and interactive storytelling to jokes, riddles and music, the content has been created to keep children engaged through meaningful play.

Adding to the experience are expressive animated eyes capable of displaying 15 different emotions. These visual cues help bring Elo Yeno to life, creating a character that reacts naturally during conversations and interactions. The result is a more immersive experience that encourages emotional engagement and imaginative role play.

Designed with flexibility in mind, Elo Yeno provides entertainment both online and offline. More than 30 minutes of built-in content is available without an internet connection, ensuring children can continue to enjoy interactive play wherever they are. Integrated touch sensors allow the plush to respond to hugs and gentle strokes, creating a dynamic, responsive companion that feels both interactive and comforting.

As AI becomes an increasingly important feature within connected toys, responsible technology and child safety have become key priorities for manufacturers. Elo Yeno has been developed with these principles at its core. Built-in content filters help prevent inappropriate topics from being discussed, while the Lexibook Elo AI app gives parents access to conversation history, parental controls and content supervision, allowing families to manage the experience with confidence.

By combining conversational AI with tactile, imaginative play, Elo Yeno demonstrates how technology can enhance rather than replace traditional play patterns. Its blend of educational content, emotional interaction and offline functionality offers retailers an innovative product that meets growing consumer demand for toys that are both entertaining and enriching.

With AI expected to play an increasingly significant role in the future of play, Elo Yeno represents a new generation of interactive companions, bringing together smart technology, engaging content and the timeless appeal of a soft plush toy in a format designed for today’s families.

Plush Character Options

01616 339 800 | www.character-online.com

sales@charactergroup.plc.uk

Character Options’ collaboration with US firm Bonkers Toys brings with it plush collectibles that are at the forefront of digital media licensing, with some of the most popular YouTube stars and gaming influencers behind them. These highly collectible ranges each have their own fan bases who never tire from hunting the next series, ensuring swift sales and plushies that jump from the shelves.

Mega Minecraft YouTuber and female gamer Aphmau has whipped up series 10 of MeeMeows, Bakery, including fun mystery blind packs housing six-inch sweet treat plushies. There are eight to collect, all with inspirations such as Strawberry Jam, Blueberry Muffin and Lemon Meringue Cats.

Keeping with the cool cats theme, fans of Warrior Cats can collect their very own collectible direct from the pages of the bestselling Warriors series. These Series 2.6-inch mini mystery plushes may be super soft and super cute, but they’re still super fierce. Kitties in the collection include Squirrelflight, Tigerstar, Cloudtail and Jayfeather.

The larger-than-life YouTuber Unspeakable has come up with the Series 2 Mini Plushies featuring iconic Unspeakable characters Nathan, Gabe, James, Tank Monster, Block Frog, and Kaleidoscope Frog, all decked out in mystery blind packs. Each plush comes with a loop so it’s perfect for displaying on your backpack, lunch box or tote bag.

Brand new to the portfolio is the collection from top Minecraft YouTuber PrestonPlayz. Fans can unearth Series 1 of his iconic Mystery Plushes, with 6 to pick up: Bloxton, PrestonPlayz, Preston 303, Shining Preston, Preston and Cactus Jones.

In addition to influencer-driven plush, there’s plenty more to explore in the Character portfolio. Since its launch in early summer, MagMiMi has presented itself as mystery collectible plush toys that are soft, adorable and totally magnetic. Each palmsized pal features a soft, cuddly body, a stylised roto-cast head, built-in magnets in every limb and premium metal keychain attachment. Among them are axolotls, sugar gliders and sloths with each character coming in its own custom metal display tin; ideal for posing, storing or showing off MagMiMi collections. There are nine exotic animals to collect in the first series with more series in the pipeline.

Following the successful launch of Stuffs, kids can once again experience a self-care stuffie surprise with the Stuffs Clip-On Plush Series 2 range. Each food-themed clip-on comes complete with lip balm and is available in eight styles, such as Pepi the Pizza and Berry the Strawberry Frappe. Housed in a giant lip balm tube, the characters come with their own signature lip balm flavour and each plushie sports a new colourful bag clip that can easily be attached to keys or bags.

The new Kimmon Weather Code range is designed to represent different weather phenomena, from sunny days to starry nights. At a compact size and price, these companions are perfect for on-the-go fun, keychain accessories or desk decor, making every day feel more magical.

Character Options’ 2026 portfolio is supported by substantial PR and marketing campaigns.

Another innovative addition to the

www.justplayproducts.com | uksales@justplayproducts.com

The Just Play UK team have plenty of feature filled plush for autumn 2026 including top licensed lines and a Furreal portfolio that is quite literally growing.

For generations, the beloved franchise Sesame Street has brought learning, laughter and life lessons to children worldwide. As the iconic plush toy, Tickle Me Elmo, marks its 30th birthday, Just Play is celebrating by launching the biggest and tickliest Elmo yet; Sesame Street Tickle Me Elmo Giggle Max. Fans old and young will be nothing but enthralled as Elmo Giggle Max moves his mouth and shakes with enthusiastic giggles and phrases like never before. The more he’s tickled, the more animated he becomes, until he throws his arms up with rapture. Bestowed in a fun presentation box this brand-new Elmo will jump from the shelves right into children’s hearts in time for Christmas.

The Just Play portfolio is packed with favourite Disney Stitch plush toys, but now there is one that promises double the fun and Double Trouble all at once. Fans can get ready for mischievous vibes and high-energy good times with the all-new Disney Double Trouble Stitch Feature Plush. Standing 14-inches tall this interactive plush comes with articulated arms, legs and head allowing multiple ways to play. To activate Mischief Mode, pose him on his hands and knees. Press Disney’s Stitch’s head to see him crawl, snarl, sneak around and speak cute, mischievous phrases. To activate Dance Mode, stand Stitch up and press his head. Listen as the Sitch plush sings, hums and dances to music. With over 50 combinations of sounds and reactions, including his signature alien chatter, and covered with super-soft high-pile plush this adorably animated toy is ready for both active play and snuggles.

There has been some ground-breaking innovation from Furreal, including a new friend with a Roarsome personality, Furreal Gabby the Grow & Roar Tiger, launching this autumn-winter. Children will love taking care of this baby tiger, nurturing her, playing with her and watching her grow into a toddler tiger. Bottle feed Gabby and see her grow 25 per cent bigger. Teach her how to play tug and help her learn to roar. She has over 100 sounds and reactions. As she gets older, her sound will go from a gentle tiger roar to an adult growl.

the Smiling Sloth. Kids can smile at this adorable, interactive sloth and watch her smile right back at them. She carries

over 50 sounds and reactions, children can also kiss her to see her react, feed her the

01253 778 888 | www.htigroup.co.uk | sales@htigroup.com

Plush is no longer just about comfort buys. It has become a high-volume category where collectability and strong visual appeal drive sales. HTI Toys addresses this demand with its Bella & Bee Qwerk-ables soft toys, a collection that turns everyday food items into soft, character-led plush. The range of products work as soft toys but fit easily into roleplay, pairing with play kitchens, café sets and shopping toys. There is a collectible element with multiple characters for children to look for, inspiring repeat purchasing.

The Small Fast Food Plush assortment centres on eight treats, including pizza, hot dogs, burgers, croissants, cookies, doughnuts, cupcakes and pancakes. It is bright, playful and well suited to gifting. The compact size makes it easy to place across different areas in-store, including secondary displays where strong visuals can drive volume.

The Small Fruit and Veg Plush assortment broadens the offer with a mix of everyday produce. It introduces a five-a-day angle without losing the fun and the line-up is further supported by three-pack formats that bring a stronger sense of occasion. The sets can work as gifts for birthdays and party purchases, giving retailers more flexibility in how they merchandise it. The Large Fruit and Veg Plush assortment builds on this by offering scaled-up versions of key characters. Showing all sizes together creates an easy step-up in price and adds more impact in-store, while giving customers a choice depending on occasion or budget.

HTI also offer a SpongeBob SquarePants plush collection, showing how a well-known animated brand can translate effectively into soft toys. Since 1999, the brand has maintained a steady global presence, supported by ongoing content and a familiar cast, who are built from bold shapes and strong colours. They each have a clear outline recognisable even at smaller sizes. This gives the range strong on-shelf visibility and supports quicker purchase decisions.

The main characters have stayed the same over time, so demand is not driven by short-term trends. Retailers can stock the key characters with confidence, knowing interest is steady, helping drive repeat sales across different age groups.

The range is structured to meet different price points while maintaining a clear offer. The 50cm plush assortment provides a large-format option across the four main characters, while the 30cm assortment offers a more compact alternative for everyday sales.

The 18cm assortment and three-pack provide accessible options. The individual assortment includes SpongeBob, Patrick, Squidward and Gary, while the three-pack features SpongeBob, Patrick and Gary in a single purchase. The bag clip plush assortment adds a smaller, functional option. Featuring the same four characters with clip attachments and presented in a CDU, it works well in high-traffic areas and supports impulse purchase.

Across all SKUs, the emphasis is on consistent materials, accurate colour matching and clean character execution. The result is a cohesive offer that meets different price points while maintaining a clear and recognisable identity.

Plush has rapidly established itself as a dynamic, high-growth category for DKB Toys & Distribution as consumers continue to seek out high-quality, character-driven collectibles that bridge the gap between playfulness and fandom. When combined with the global popularity of pop culture properties, and specifically the powerhouse that is anime, the results have been nothing short of a match made in heaven.

DKB is doubling down on this intersection of soft-touch collectibles and high-demand licensed properties, delivering a range from Puremind that is already popular with fans, retailers, and unboxing influencers, who are driving engagement on TikTok and Instagram.

Leading the charge is Puremind’s popular Jujutsu Kaisen Cat Ear Plush blind box collection. This line has been a standout in the market, selling rapidly and demonstrating a level of consumer demand that shows no sign of slowing. The blind boxes offer a perfect synthesis of high-end anime styling and tactile plush charm. Each box holds a randomly selected, soft character reimagined with adorable cat ears and expressive, character-specific features. It is precisely this mystery reveal format that makes collecting these figures so compulsively fun.

Looking ahead to the fourth quarter, DKB is set to accelerate this momentum with an array of new licensed lines from Puremind. The design philosophy behind these collections is clear and consistent: combine premium, huggable materials with the kawaii aesthetics that collectors are desperate to showcase on their shelves, desks and bags.

The collection will feature DanDaDan Vinyl Plush Meow Mission, a new blind box range featuring beloved characters reimagined as adorable feline friends; Demon Slayer Vinyl Plush Fuzzy Friends, fan-favourite characters transformed into teddy bears, cats, and chicks; Naruto Vinyl Plush Ninja Buddies, expertly crafted, pint-sized and highly detailed versions of the iconic ninja cast; Hatsune Miku Vinyl Plush, experiencing year-on-year growth with the rise in trending punk rock aesthetics, this range is poised to rock the retail space; Jujutsu Kaisen – The Chibi Beast & Lazy Time Minis, featuring characters dressed as cute little beasts or depicted as smaller, sleeping fan-favourites; Frieren: Beyond Journey’s End Animal Party Keychains, offering the ideal collectible for fans wanting to take their fandom on the go. Featuring vinyl face details combined with super-soft plush bodies, the entire Puremind range is designed to be hung from backpacks or simply kept close at hand for comfort and collectors to display. As anime continues to march into the mainstream retail consciousness, DKB Toys is positioning itself at the absolute forefront of this trend with the amazing range of licenses from Puremind. By blending the mystery nature of the blind-box format with the universal appeal of plush, the company are offering retailers a high-margin category that drives engagement, encourages repeat purchases and brings the magic of anime into everyday life.

Toytopic

sales@toytopicgroup.com

Toytopic now has an enviable portfolio of top brands available within the plush category. From 2.5cm collectible ’Mini Palzzz’ plush, up to giant 100cm super soft plush and everything in between, they cater for a wide variety of customers.

Toytopic offers exception value to customers and consumers alike, whilst keeping the highest of product standards.

In addition to core and seasonal plush, their ranges now include mini collectible plush, snap bracelets, backpacks, 2D cushions and pillow & blanket sets as well as the introduction of their first arts & crafts and action games ranges.

The portfolio of brands includes global franchises such as Paw Patrol, Sesame Street and Peanuts as well as several new ones to be announced shortly. These additions will complement the other brands in the line-up including Sonic The Hedgehog, SpongeBob SquarePants, Angry Birds 3, Poppy Playtime, Transformers, Furby and Swizzles.

One for Fun

01416 132 525 | www.oneforfun.com sales@oneforfun.com

The Animigos World of Nature range continues to grow, bringing even more beautifully crafted wildlife and domestic animal plush to retailers. Renowned for its lifelike designs and attention to detail, the collection has become a favourite with museum shops, zoos and gift retailers looking for high-quality, educational plush. Suitable for all ages, the range combines cuddly appeal with educational value, with each animal featuring facts about the species. Designed to become lifelong companions, Animigos World of Nature encourage both imaginative play and learning.

New additions for this year include a charming Otter Mum with Baby (30cm), a Red Fox and a Deer, as well as smaller additions like a Black Cat and a Duckling. The range also welcomes some more unusual species, such as the Okapi, Arctic Fox, Malayan Tapir, Chinese Crested Dog, Capybara and the Axolotl.

Alongside these arrivals, customers can choose from a wide variety of familiar favourites including a Pointer Puppy, Grey Cat, Pomeranian, Seal Pup, Dolphin, Hamster, Highland Cow, Guinea Pig and Baby Piglet. From domestic pets to ocean creatures and exotic wildlife, Animigos World of Nature offers something for every animal lover. Also available are the new Animigos World of Nature Minis. These pocket-sized plush characters feature the same attention to detail as the full-sized range and include popular breeds such as Cockapoo, Westie, Corgi, Dachshund, King Charles Spaniel and Black Cat, alongside wildlife favourites including Giraffe, Otter, Elephant, Lion, Tiger and Rhino.

Sustainability remains at the heart of the collection, with all Animigos plush toys filled with 100% recycled PET stuffing. Sourced primarily from recycled plastic bottles and food packaging, it helps to reduce landfill waste and the demand for virgin plastics.

Keel Toys

01233 506 363 | www.keeltoys.com | sales@keeltoys.com

Keel Toys is excited to announce that, as of July, Keeleco Enchanted World has officially started to hit stores. Keel Toys is looking forward for consumers to finally see what it considers to be its most beautiful collection to date. Currently, there are 12 creatures to collect including bunnies, highland cows, tigers and more. The initial success of Enchanted World has already prompted plans to extend this range in the future. Despite its recent release, this range has quickly become one of Keel Toys’ best-sellers.

Enchanted World invites imagination, being so soft it feels as if could come alive in little hands. As part of Keeleco, each soft toy is made from 100% recycled polyester derived from plastic waste, giving it a second life and reducing energy consumption.

Enchanted World is more than an assortment of soft toys. They are designed to be an ideal gift for children, collectors and kidults alike. This range captures the love and innocence of childhood to remind someone of any age about the joy of holding a treasured soft toy.

Customers can bring the enchantment with them wherever they go with all 12 friends available as bag charms. All bag charms include the Keel Toys logo spinner attached. The range is available now on Keel Toys’ eCommerce platform. Those interested can create an account to order the collection and become a stockist to a company that invests in original design, protects its creativity and stands behind the retailers it partners with.

To see it in person, the range will be on Keel Toys’ stand at Autumn Fair in September where it will be showcasing Enchanted World and a variety of other ranges. This includes the best-selling Keeleco Botanical Garden plants, the successful Keeleco Baby and the recently launched Valentines 2027 collection.

MGA Entertainment

07488 335 251 | www.mgae.com

From fashion-inspired collectibles from L.O.L. Surprise! to creative DIY experiences with MGA’s Miniverse, MGA Entertainment is introducing two launches that bring fresh new energy to the Plush category through surprise and self-expression.

L.O.L. Surprise! is celebrating 10 years of surprise, style and self-expression this year, and to coincide with the anniversary is releasing the all new L.O.L. Surprise! Plush Surprise, which delivers everything fans love about the brand with a new twist, blending collectible plush, surprise unboxing and wearable accessories.

Inspired by the globally popular trend for bag charms and personalised accessories, each plush transforms into an on-the-go fashion companion with a removable keychain that clips onto any backpack, handbag, purse or belt.

True to the L.O.L. Surprise! experience, every Plush Surprise is packed with seven surprises waiting to be discovered. Kids will unbox a semi-blind plush character alongside hidden fashions, surprise accessories, secret pockets and playful reveals before creating endless looks with mix-and-match styling pieces.

The debut collection features six stylish personalities including Cinna-Bun, PupTart, Pa-Manda, E-Meow Rocker, Bear-A-Rina and Unique-Cora. Each character features a premium hard-sculpted face, a soft plush body and posed hands that make them ideal for display and styling. Each Plush Surprise includes one mystery plush, five accessories and one removable keychain, delivering a fashionable collectible that’s every bit as fun to wear as it is to unbox.

The world of MGA’s Miniverse is also getting softer with the arrival of MGA’s Miniverse Make It Mini Plush, combining the brand’s signature hands-on creativity with a new plush format. Every mystery capsule contains everything needed to build a surprise food-themed mini plush collectible. Using soft plush layers and an easy-to-use air-dry adhesive, simply assemble, stick and leave the creation to dry, with no sewing required. Once complete, each finished plush becomes a fun accessory thanks to the included keychain, ready to clip onto backpacks, bags or keys and take every handmade creation on the go.

Collectors can discover eight characters, from Angus Stacks and Maple Griddles to burgers, tacos, ice cream and more, each with its own playful personality. The creativity doesn’t stop there as the plush pieces can be mixed and matched across different characters, allowing fans to remix layers, experiment with combinations and invent entirely new food-inspired friends.

Whether building, collecting or customising, Make It Mini Plush encourages creativity at every stage, giving kids and collectors a fresh, interactive way to enjoy the much-loved Miniverse experience while creating plush accessories that are uniquely their own.

Hasbro

0208 569 1234 | www.hasbro.co.uk

With a history of disrupting pop culture and the toy aisle, Furby continues to remind kids that they can be their hilarious, wacky, perfectly imperfect selves, because that’s what makes them, and the world, a little more special. Hasbro’s latest additions to the line, Furby Vibes and new licensed-character Furby Furblets, build on that legacy with new formats and price points aimed at expanding the brand’s reach.

Furby Vibes takes self-expression to the next level with interactive, swappable glasses that unlock three distinct vibes, each packed with its own music, sounds, phrases and games. Popping on a pair of glasses transforms the toy instantly: star-shaped glasses activate Star Diva mode, paired with a Freeze Dance game; cucumber-shaped glasses bring on Chill Spa mode with soothing sounds; and dark glasses switch the toy into Punk Rocker mode, unlocking a Punk Band game and sassy phrases. Beyond the vibes, the toy is built around style; a super-long, bendable hair tuft allows for twisting, curling and posing, accessorised with three colourful hair clips and a comb, enabling looks to match each mode. As with the core Furby line, the toy speaks only in Furbish, the brand’s proprietary language, and ships with instructions including a Furbish dictionary.

The Furby Furblets line extends the brand into a smaller-scale, licensed-character format. Furby Furblets Grogu features soft green fur, a 3-inch scale and over 45 sound effects. Three buttons trigger Force sound effects, Grogu babble and feeding noises. A detachable keychain clip positions the item for secondary placement as a backpack or bag accessory, broadening its appeal beyond core Furby fans to the wider Star Wars licence audience.

Furby Furblets Minions applies the same miniature format to the Minions licence, shipping with a Minion-inspired outfit and goggles. Pressing the head, heart gem or mouth activates over 45 sound effects, and the ears pop open on a head-press, folding back over the eyes to reset the interaction.

PMS International

01268 505 050 | www.pmsb2b.com sales@pmsplc.com

Following the success of its growing year-round collections, Softlings is celebrating its biggest Christmas launch to date, expanding the brand with a host of new festive plush designed to drive gifting, impulse purchases and eye-catching seasonal displays.

Created around the philosophy 'Soft By Nature, Fun By Design’, Softlings has quickly established itself as a distinctive character-led plush brand, transforming everyday objects into quirky, expressive personalities with humour, vibrant colours and irresistibly soft fabrics. The brand continues to go from strength to strength, with established collections including the bestselling Foodies, highly collectible Mystery Blind Bags, comforting Sleepyhead Mini Plush and Little Cling’ems clip-on plush, creating a growing Softlings universe that encourages both collecting and repeat purchases.

Building on that momentum, the 2026 Christmas collection introduces a fresh range of festive characters designed to appeal across all ages and retail channels. Leading the launch is the new Softlings Christmas Snow Globe Plush (16cm), available in three assorted festive designs. Combining the charm of a traditional Christmas snow globe with Softlings’ signature playful styling, the range offers a unique addition to seasonal plush displays and gifting.

Joining the festive line-up is the premium Softlings Golden Christmas Plush collection. Available in 23cm and 29cm sizes, the assortment includes Father Christmas, Snowman and Reindeer characters, each featuring luxurious golden fabrics and super-soft finishes, offering retailers an elevated festive plush range with strong shelf presence.

For value-led gifting and stocking fillers, Softlings Christmas Squishy Cube Plush (10cm) introduces four colourful festive characters - Santa, Penguin, Reindeer and Snowman. Their tactile, squeezable design and accessible price point make them ideal for impulse purchases throughout the Christmas trading period. Completing the collection is the charming Softlings Christmas Bells & Bow Plush Set (20cm), featuring soft festive bells finished with decorative bows, providing retailers with another distinctive option for seasonal merchandising and gifting.

PMS is also expanding its established Snow White Christmas brand with a selection of innovative plush concepts. Highlights include the new Zipper Plush range, where larger festive characters conceal hidden mini plush surprises inside, alongside Secret Santa Surprise Plush presented in gift boxes, festive Clip-on Stocking Fillers, and the new Micro Backpack Christmas Surprise assortment. These interactive formats combine collectability with gifting appeal, helping retailers create engaging seasonal displays while encouraging repeat purchases.

The new Christmas plush collections will be available to order ahead of the 2026 festive selling season and will be supported by high-quality product photography, trade press advertising, digital marketing and social media activity, helping to build awareness while providing retailers with strong visual assets for both in-store merchandising and online promotion.

With an established year-round brand now expanding into its largest festive collection to date, Softlings continues to evolve into a recognisable destination for character-led plush. Combining proven collectible appeal with fresh seasonal innovation, the 2026 Christmas range offers retailers an opportunity to refresh their festive plush offering with products designed to capture attention, inspire gifting and drive sales throughout the season.

The Calmness Crew

07725 408 134 | www.thecalmnesscrew.com

Created by award-winning founder Fran Williams after seeing her own daughter struggle with anxiety following lockdown, The Calmness Crew transforms comfort into a practical wellbeing tool. Rather than simply offering something soft to cuddle, every character actively teaches children evidence-based calming techniques through built-in audio, helping them develop emotional regulation skills they can use for life.

Each member of The Calmness Crew has its own purpose as also shown in the animations on YouTube.  The portable Koala guides children through box breathing, the portable Sloth delivers positive affirmations to build confidence and resilience, and the portable Turtle leads the popular 5-4-3-2-1 grounding technique to help manage overwhelming feelings. With the simple press of a button, children are gently guided through each technique, making emotional wellbeing accessible, engaging and easy to remember.

The range includes both larger weighted talking plushies, offering the calming benefits of gentle deep-pressure comfort, alongside portable talking plushy keyrings, designed to provide reassurance wherever children go, from school and exams to hospital visits, travel and everyday worries.

As children’s mental health continues to be a growing priority for families, schools and healthcare professionals, The Calmness Crew bridges the gap between traditional toys and wellbeing resources. It empowers children to practise calming strategies independently while creating meaningful opportunities for parents and carers to talk openly about emotions.

Recognised with the Theo Paphitis SBS award, named a UK StartUp Awards Consumer Product finalist and now launching into retail with Ryman, The Calmness Crew is proving that plush toys can do far more than provide comfort. They can build confidence, teach lifelong coping skills and help children discover that calm is something they can carry with them every day.

Posh Paws

Plush with purpose

Lauren Shipman, Group Brand and Marketing Director, Posh Paws International, sits down with Toy World’s Caroline Tonks to discuss the company’s extensive licensing and own-brand portfolio, what’s currently driving demand, its speed to market and much more.

Posh Paws has evolved significantly over the past few years. How would you describe the company’s journey from a plush specialist to a broader collectibles and gifting business?

Plush remains at the heart of our business, but continued growth depends on our ability to evolve. We have achieved this by expanding our licensed portfolio to include a more diverse range of properties that appeal to different consumer demographics. Our range now spans everything from globally renowned TV and movie licences to adult-focused anime properties, nostalgic franchises and seasonal gifting brands. We continue to invest in securing new licences and we have some exciting new licensing deals for 2027 which we hope to announce very soon.

In recent years, we have also dedicated more resources to developing our own-brand IP. Supported by our talented in-house design and marketing department, our Kawaii Kuties, Kawaii Foodiez, Cuddly Capybara and

Eco Earth brands have all experienced significant growth for our business. These own-brand collections enable us to respond quickly to emerging trends and bring high quality, competitively priced plush products to market at pace. Maintaining this momentum remains a priority for the business, and we are working on some standout new collections that will be launching next year.

Both on licensed and own-brand, collectibles have always been a driving force in the toy community and even more so in today’s social media-influenced society. For plush, we have focused on blind box products with key chase pieces. Outside of plush, we have also been able to capitalise on our wider business group, being part of the Whitehouse Leisure Group, which is a market leader in the Leisure and Amusement sector and specialises in a broader range of products. We are combining the strengths of both businesses and proactively bringing new novelty products to market that deliver the very latest trends and crazes to retailers at pocket money prices. This perfectly positions Posh Paws to offer a more diverse range of products to new and existing customers.

Special Feature Posh Paws

Plush is no longer just about traditional soft toys. How has your product development evolved to include formats such as bag charms, blind boxes and surprise capsules?

Traditional soft toys continue to hold an important place within the toy market, and we have seen this continue to thrive with growth in more recent years across a wider age demographic. At the same time, we have always focused on bringing new products to market in line with emerging trends. Within plush, we have driven development on key bag charm collections, blind boxes featuring sought-after chase pieces, as well as surprise capsules across both our licensed and own-brand ranges. This year, we launched new Minions and Mr Bean blind-box bag clips, which are already delivering strong retail sales. These will be followed by our new Harry Potter Gokko bag clips later in the year. In addition, as a plush manufacturer, material selection is another key consideration. We take a thoughtful approach to choosing materials that complement the character and audience of each licensed property or own-brand IP. We are also exploring ways to elevate our products through creative packaging that enhances consumer appeal and premium materials offering something special to fans and collectors.

Your licensed plush range spans everything from pre-school favourites to collector-focused brands. How do you decide which licences are the right fit for your customers?

We take a highly considered approach to selecting new licences, looking at consumer demand, retailer feedback, market trends and the strength of each property across its target audience. It is important that every new licence complements our existing portfolio rather than take away from others, offers clear potential across plush and gifting, and enables us to create exciting products that will stand out at retail.

Our broad customer base means we can work with properties spanning

collecting. We also consider where each brand is best placed within the market, from grocers and high street toy shops to pop culture specialists, and whether it offers opportunities for long-term development. The breadth of properties we consider has evolved over time. For example, our move beyond television and film into food and confectionery brands like Swizzels has proved highly successful. That said, not every brand translates effectively into plush, and global recognition alone does not guarantee consumer demand. We therefore ask two important questions: "Who would buy it?" and "Is there enough creative scope to do something distinctive to bring the brand to life?"

What consumer needs are currently driving growth in plush? Which age groups are driving the most growth?

Collectability and fandom have been major growth drivers for us this year, particularly among teenagers and young adults. We have seen significant growth across our nostalgic and retro brands, including Swizzels Love Hearts, Mr Bean, Bullseye and Iron Maiden.

The growing influence of Japanese culture in the UK, alongside the popularity of kawaii-themed products, has also driven strong demand for our anime titles. One Piece, Hatsune Miku, Dragon Ball and Chainsaw Man have performed particularly well with teenagers and older audiences. Pop culture specialists, high street toy shops and grocery retailers have been key target channels for us, with excellent results.

Horror is another area in which we have identified a strong opportunity among kidult consumers. Our cult favourites, including IT’s Pennywise the Clown and Beetlejuice, have performed well throughout the year. This September, we will also launch our first range of Gremlins plush toys for this audience.

Looking ahead to 2027, we have signed some fantastic new licences. Product development is already well underway on both plush and gifting ranges, covering highly sought-after kidult, retro, nostalgic and cult collector properties. The initial lines look incredibly strong, and we cannot wait to see them in stores.

Nostalgia continues to be a powerful trend. How have brands like Swizzels Love Hearts, Mr Bean and Bullseye helped you connect with both new and returning

Our newer licences, like Mr Bean and Bullseye, have seen us reach new and younger audiences with our plush and gifting lines because of the connection that loyal older audiences such as parents and grandparents have with these nostalgic and retro brands. For parents to 'pass down’ their love for these brands to their children with our plush toys and gifts, it gives them a great feeling, and we see this in the phenomenal sell-through of our Mr Bean plush that is a best-seller in leading pop culture specialists. With our Swizzels Love Hearts plush, we have grown a fanbase of collectors for these adorable plushies with their heartfelt and fun messages, and those fans that love collecting and buying the plushies for themselves, will then buy them for friends, family and loved ones. Our Love Hearts plush gifts are very trend-led with the cute characters that we design in-house, and we have opened the range up to younger audiences through birthday plush with our Cappy Birthday capybara, end of exams Clever Sausage dachshund plush and the trending Love You Alotl Axolotl. We are bringing a classic British confectionery brand to the hands of all ages.

We are also seeing a huge uptake with

our Powerpuff Girls bag clips and plush collections with retro brands connecting with varied generational groups from Millennial and Gen Z down to Gen Alpha.

Alongside your licensed portfolio, your own-brand ranges have grown considerably. How important are these ranges to the future of Posh Paws?

Continuing to grow our established own brands, including Kawaii Kuties, Cuddly Capybara and QuackPack, while developing new properties is central to our business and long-term growth strategy. As well as providing a key focus for our in-house product development team, their success has enabled us to licence our brands to third parties for the first time. We have appointed key licensees across core product categories, including Canenco for Stationery, Arts & Crafts and Cosmetics, alongside our latest partner, John Toys, for Summer Toys and fashion-led Arts & Crafts.

To keep these ranges fresh and on trend, we have several significant developments underway that will offer retailers something distinctive and highly appealing to consumers. The ranges combine adorable plushies with eye-catching packaging to deliver strong play value. They will also create excellent opportunities for engaging in-store activations, supported by theatrical and playful point-of-sale displays that bring each range to life.

Social media has a huge influence on plush trends. How quickly can Posh Paws respond when something captures consumers’ attention?

Social media has a huge influence on all toy categories; we identify and react very quickly to emerging trends across social media. By combining the strengths of Posh Paws and the Whitehouse Leisure Group with our longstanding factory relationships, we can rapidly develop and deliver plush, collectible and gifting lines, helping us bring products to market ahead of the competition.

Before squeezy dumplings found fame on TikTok, we already featured them in our Kawaii Kuties range, presented in cute miniature steamer pots. The products were selling extremely well and inspiring plenty of organic consumer content across TikTok and Meta’s platforms, demonstrating that our product development was already ahead of the curve. Since the trend went viral, sales have skyrocketed, highlighting the power of social media to generate fresh demand for existing products.

Our Cuddly Capybara plush toys and collectibles are another strong example of how quickly we can build a brand and bring products to market in response to a viral trend. Since launching the brand, we have continually introduced new assortments that combine the latest trends with a cute capybara, strengthening collectability and giving retailers a broader product offering. The brand has become a best-selling plush line for several of our existing retailers, underlining our ability to respond quickly and create successful trend-led products.

Looking ahead to 2027, we have signed some fantastic new licences and have a robust new collection of own-brand products. Product development is already well underway on both our plush and gifting ranges, covering highly sought-after kidult, retro, nostalgic and cult collector properties. The initial lines are looking incredibly strong, and we cannot wait to see them in stores.

Special Feature

Funko unboxed

Since its official debut in 2010, Funko Pop! has grown into a global collectible phenomenon, attracting a passionate fanbase within the entertainment and pop culture arenas. Toy World’s Caroline Tonks sits down with Josh Simon, CEO, and Malcolm Ottley, Senior Vice President and Regional General Manager – EMEA, to discuss the company’s Make Culture Pop! strategy and how they’re shaping the business within its culture, creativity and commerce touchpoints.

BBefore Josh Simon assumed the role of CEO on 1st September 2025, he was not only familiar with, but a big fan of, Funko thanks to his relationship with the company during his time at Netflix. As one of Netflix’s top licensees, he would work with Funko across a broad consumer product strategy for movies and TV series.

"The first question we would always get asked was: 'Am I getting a Funko Pop!?’ From what I saw among the creative community and entertainment

world, getting a Funko Pop! is the seal of approval, where you know you’ve made it. When I came into the business, I was excited to become a part of this legacy that has been built over time."

In his new position, one of Josh’s first aims in his overarching strategy was to continue the evolution of the Funko brand in a way that maintains its level of cultural relevance and impact within the entertainment and pop culture space. From there, it was discovering what the company had to do to ensure Funko can remain a part of these touch points.

This strategy, coined as Make Culture Pop!, fell into three areas: culture, creativity and commerce.

On the culture side, Funko aims to be a part of key lifestyle moments while they’re happening and fans are talking about them. One of the biggest priorities in this is speed to market. A leading example was Funko’s K-Pop Demon Hunters offering, where it was the first company globally to have any products on the market.

"This ability to jump on those trends, get in front of understanding when they’re coming to the forefront and becoming part of them, is a fundamental piece of our strategy," explains Josh. "We just did it recently with Heated Rivalry that has just gone on presale, as well as, for a more US-based example, dropping a five pack of allstar Knicks players immediately upon winning the NBA championships."

The second area within the cultural impact lens is continuing the evolution and expansion of the fandoms across which Funko participates. The company has a huge legacy and long-term experience in traditional film and TV entertainment, but people’s entertainment habits and tastes are continually evolving.

One interesting area is the realm of YouTube creators, streamers and the TikTok community. Funko recently partnered with global streamer IShowSpeed at WrestleMania; the company had its finger on the pulse, and once Speed made his surprise WWE appearance, it

went live with his Funko Pop!, which was met with strong fan reaction. With only two weeks of warning that this appearance was happening, Funko was able to turn things around quickly and cater to this fandom.

Funko has a lot in the pipeline for this arena, bringing some of the biggest streamers in the world to fans’ hands. "I’m interested in tapping into the deeper relationships and insights that these creators have to say," states Josh. "If we were to create a brand-new line of collectibles, I look at how we can partner with the creators and come up with something new that leverages the fact that they have an incredible pulse on what is working in pop culture nowadays. It’s tapping into their expertise, using that to create something original and then bringing that to the market together."

For its creative strategy, it comes down to taking key cultural moments and turning them into products in new and innovative ways. For Josh, Funko’s core product, the Funko Pop! collectible, is the key to this. Over the last couple of years, the brand has continued to bring new dimensions to the range, such as the launch of Bitty Pop!, the one-inch version of the classic Pop! characters. The team has since seen it over index on a younger consumer than the typical buyer, as well as gaining incremental placement in retail stores.

More recently, Funko has announced the launches of the new Pop! Mystery line and Pop! Yourself expansion to Europe. With Pop! Mystery, the aim was to capture the target audience’s consumer interests and the thrill of the chase, so they can get their hands on limited coveted items that are fuelling obsession.

In Pop! Mystery, each item comes packaged within a blind box, pushing the mystery element. Ideal for completionists who want to find the whole set, this range plays into that chase mentality that is currently booming across social media. With this series, Funko has tried to think about each launch individually and how the range will evolve over time. "We want to have fun with the elements that make this rare and special," explains Josh. "In the first few lines that we’re launching, we went to the most extreme version of this; we’ve created a one-of-one that is going to end up somewhere around the world in any of these product line-ups, starting with Funko’s own line of Flora collectibles."

On the licensing side, collaborations with Warner Bros. Horror, KPop Demon Hunters and One Piece loom. As the range develops, Funko plans to add layers to the mystery chase element beyond the rarity scheme that already exists. The range will officially launch at San Diego Comic Con this year, with Funko’s stand revealing the product line-up and hosting experiential activations for fans to get a deeper taste of what Pop! Mystery is all about.

"From a retailer perspective," states Malcolm, "we’ve got a strong order book for the range; this is what they’ve been wanting to see. Retailers were very excited about this when we first showed it at the toy fairs at the beginning of the year. From a consumer perspective, we’re hoping, and expecting, people to really engage with collecting them all. We’re very excited about this launch and where it’s going to lead, alongside all the IPs we can bring to the market."

Pop! Yourself attracts a brand-new consumer into the Funko universe. This range provides consumers with the chance to create personalised Pop! figures of themselves with a variety of customisable features available, including different hairstyles, glasses, skin tones and outfits.

For Josh, it’s a fun and unique concept, with a giftable nature that people gravitate towards. He believes that the

experience of creating and building the Pop! is part of the journey itself. There’s an exciting roadmap ahead for the brand, including unique, limited-edition versions of the experience that make it even more special. At the Inter Miami CF football stadium, there is a one-of-a-kind Pop! Yourself experience where fans can make themselves wearing the club’s kit. Later this year, Funko will continue this rollout of more in-store experiences with key retail partners.

"This is another layer to all the trends we’re seeing in the retail world nowadays," Josh says. "Everyone’s looking for that special, personalised, customisable product, and if you can only get it at certain locations around the world, it makes it feel special. The intersection of that personalisation and location-based experience is one dimension of where we see it going in the future."

Another realm where Funko is taking key cultural moments and turning them into innovative products is with its Summer of Sport initiative. With the World Cup taking over the globe, Funko has released lines for a number of different football teams, such as England in partnership with the Football Association and France in partnership with French Football Federation, as well as the mascots of the host countries. While Funko is maximising on this global fandom, it also has several European football clubs on its roster, like Bayern Munich. F1 is on the rise too. Funko has inked agreements with several F1 teams, seeing high sales across the board, but particularly in the markets where the drivers originate. Lewis Hamilton did huge numbers in the UK, while Max Verstappen has soared in the Netherlands.

Looking at commerce, Funko is seeing strong business and a decent retail penetration in Europe and the US. There is continuous growth with its retail partners in these regions, alongside big expansion opportunities across the rest of the globe. While it’s had a limited presence in Asia and Latin America over the years, Funko has seen strength in the IPs from these countries. In total, Funko has more than 900 active licences in its portfolio at any given time, showcasing its broad reach.

There’s a massive dominance of entertainment properties that have come from Asia and are spreading across the world, like anime. For these fandoms, Funko is creating collectibles that are modern and fresh, and hit the areas that everyone’s talking about. Funko also has a solid portfolio of distributors in the APAC region, spanning China, Hong Kong, Japan, Korea, the Philippines, Australia, New Zealand and more.

With its extensive IP collection and distribution network, Funko is looking to build a powerful team abroad. "We need to directly build relationships with key

retailers at a senior level that’s not at the expense of our distributors," explains Josh. "I’ve found over time that the more direct relationships you have with the retailers, the better insights you get. We’re seeing this in Europe too. We’re really investing in getting more people on the ground to help manage our relationships at a more senior level."

The second area Funko is looking to expand is capitalising on the design trends across product in Asia. These trends make their mark across the rest of the world, influencing the must-have items throughout different categories. He adds: "From a design standpoint, having more of our team locally on the ground will help create products, packaging and ideas that start in Asia, so they feel authentic to the market. Investing in that local design talent is another level that I think will really help us to have more growth there."

From a European perspective, Funko is in a very good place and the market is strong. According to Circana, Funko was up just under three times the EU5 market to the end of May.

Over the last couple of years, Funko has built up its successes and has developed close strategic partnerships with its retailers and its distributor businesses across all of Europe. This has been key, coupled with retail executions and partnering on activations in stores and online.

In August, Funko is partnering with Hamleys of Westfield, and in September, it will launch a pop-up space in Selfridges on London’s Oxford Street. For Malcolm, these are great examples of where the brand can build its world out across many IPs and retail activations.

"We’re unique," says Malcolm. "We have so many licences and we can bring together many IPs. With our unique selling point, we’ve partnered on joint marketing initiatives, extra space, branded space instores and replicated that online. We’ve had really honest relationships with our partners."

Josh concludes: "As we continue to evolve the brand in a way that maintains our cultural impact, we’re going to continue to endeavour to make sure that Funko remains

Still growing: Baby born at 35

As Baby born celebrates its 35th anniversary, Thomas Eichhorn, Managing Director of MGA Zapf Creation, speaks with Toy World’s Caroline Tonks about the brand’s enduring legacy and how it continues to evolve to meet the needs of

celebrating its 35th anniversary this year, it is actually built on foundations that go way back much further. Since 1932, MGA Zapf Creation has been creating dolls that have become part of family traditions across generations, giving us more than nine decades of insight into how children play and how those play patterns evolve over time. The challenge for any brand that has been around for so long is to be able to continually evolve without losing what made people fall in love with it in the first place. Of course, over such a length of time children’s lives change, family routines change, media habits change and trends change, so standing still simply hasn’t been an option and because of our continual shift in innovation, we’re here to celebrate this year. Our strength comes from consistently investing in the areas that matter most and having the confidence to adapt, while never losing sight of the core values of our brand.

For Baby born, that core has always been nurturing play. Children still want to care, role play and recreate the world around them, and parents continue to recognise the value that brings in terms of imagination, empathy, communication and confidence – all crucial in early years development.

What has changed however, is the way that we bring those values to life. Our positioning today is that Baby born is 'more than just a doll’. It is a connected world of

through to more immersive and interactive play. Baby born for Babies introduces infants to companionship and nurturing through soft materials, sensory features and age-appropriate interactions, while older children can engage with a much broader world of characters, accessories and experiences.

the continued trust shoppers place in our brands and the strength of nurturing play. Ultimately, our success has come from understanding that while the world around children changes, the emotional connection and that 'need to nurture’ built through play, remains remarkably consistent.

How have you seen children’s play evolve and how has Baby born adapted to this through innovation?

We all know that children are exposed to far more influences today than they were 35 years ago. They are observing family life, friendships, fashion, routines and experiences from an early age and naturally reflecting those things in their play. At the same time, parents and gift buyers are increasingly looking for toys that offer longevity, developmental benefits and multiple ways to play. I believe products with lasting play value continue to resonate because children come back time and again to them, rather than moving on once the initial excitement has passed.

What has remained constant is the importance of nurturing and open-ended play. Children still enjoy caring for dolls, creating stories and exploring the world through role play. Our job is to ensure the brand evolves alongside those changing expectation which starts with understanding different ages and stages.

Our Baby born portfolio includes products that support

For us, innovation isn’t just about adding new features; it’s about understanding how childhood is changing and ensuring the brand reflects that. We invest heavily in product development, alongside colour trends, fashion influences and family lifestyles, ensuring the range continues to feel relevant to modern children and families. Everything is designed to reflect the world children see around them while extending the play experience.

How has MGA Zapf Creation adapted to the importance of digital platforms and social media content, moving beyond just being a doll brand?

Digital platforms have fundamentally changed how children discover brands, but we don’t believe they have replaced physical play. Instead, they have become another way for children and parents to connect with brands and characters before the product even reaches their hands. Our approach has always been to use digital to support play, not replace it. Our dolls remain at the heart of the play experience, but content helps bring the wider Baby born world to life.

A great example of this is our animation series. Globally, we’re approaching 1b views and with over 2.2m subscribers, it continues to introduce new audiences to the brand, gathering even further momentum with Season 4 launching in August. Through storytelling, songs and learning themes, our audiences engage with the characters in a way that extends naturally into

Brand Profile

their own imaginative play. We are also continuing to adapt our media strategy to reflect where children are spending their time. Alongside YouTube and on-demand content targeting both parents and children, gaming environments are becoming an increasingly important part of our media mix, giving children another way to engage with the Baby born brand in the spaces where they are already spending their time.

Ultimately, while the channels may have changed, the objective remains exactly the same – we’re here to inspire children to play, imagine and create their own stories. There has been a notable brand shift with Baby Annabell lines being integrated into the Baby born brand. What was the thinking behind this evolution? Are there any other upcoming brand evolutions that you can share with readers?

The move brings together two much-loved brands that have always shared the same foundations. What isn’t changing are the characters, aesthetics and play patterns that families know and love. Annabell remains an important part of the portfolio and continues to have a strong identity within the range.

What this evolution allows us to do is tell a bigger story. By bringing everything together under the Baby born umbrella, we can create a more connected world for children and a clearer proposition for retailers going forwards, and that world now extends far beyond dolls. Through our animation series, character development, accessories, fashion, interactive animals and experiential activity, we’re engaging with our audiences in multiple ways. Everything connects back to the same characters, stories and world.

Our animation strategy is a great example of that. As the audience continues to grow and Season 4 launches later this year, it creates opportunities to introduce new characters and play themes while reinforcing existing favourites including Baby born Annabell and Emma. The move also creates stronger opportunities for in-store experiences, events, digital content and future brand extensions.

At the same time, we continue to invest in

developments such as Click & Play, which has been designed to create a much stronger connection between the doll and its accessories. Through specially designed attachment points, Baby born Emma and friends can easily hold and interact with a growing range of accessories, bringing everyday nurturing moments to life in a more realistic and engaging way. Whether it’s feeding, caring or getting ready for the day, children can see their doll actively taking part in the play experience rather than simply sitting alongside it. For retailers, it also creates a stronger relationship between the core doll and accessories, encouraging children to build on their play and creating additional opportunities across the range.

We’re now seeing parents who grew up with the brand buying it for their own children. How important is that multigenerational appeal?

It’s hugely important, but it also comes with responsibility. We know that parents who played with our dolls as children have incredibly fond memories of the brand, but today’s children are growing up in a very different world. They are influenced by different trends, lifestyles and experiences, so we can’t simply rely on nostalgia.

What we have always tried to do is retain the heart of the brand while ensuring it feels relevant to modern families. Children’s fashion is a great example. The outfits and accessories within the range continue to evolve to reflect what children are wearing and seeing around them. Family life has changed too, and we want the play experience to feel relevant to the way children live today. That helps create a stronger connection and gives children more opportunities to incorporate the dolls into their own stories and routines.

The result is something quite special – parents recognise the brand they loved, while children can experience a version of Baby born that feels current, exciting and relevant to them. That combination of trust and continued relevance is a powerful one and I believe it’s why we’re celebrating such a great milestone this year.

Is Baby born moving into any new categories in the coming months?

For us, expansion is always about supporting the wider world of play rather than simply launching products into new categories. Over recent years, we’ve

successfully extended into areas such as interactive pets and character-led accessories, all of which create additional storytelling opportunities and help children build richer worlds around their dolls. We see significant opportunities to continue expanding those experiences. Products that encourage role play, companionship, outdoor adventures and imaginative storytelling are all natural extensions of the brand.

Every new addition needs to feel authentic and have a natural place in the portfolio. It has to make sense and contribute to the wider Baby born world and therefore give children another reason to engage with the brand.

35 years is a major milestone. What is Baby born doing to mark this anniversary?

We wanted the anniversary to be about more than simply looking back. Our focus has been on creating opportunities for children and families to engage with the brand throughout the year and, most importantly, getting products directly into children’s hands.

This summer has included our participation at national toddler festival TotFest, across multiple UK locations, allowing thousands of families the chance to experience the brand first-hand. Experiential activity remains incredibly important because it creates meaningful interactions and helps bring the world of Baby born to life.

Content is also playing a major role in our celebrations. Season 4 of the animation launches later this summer and will be supported by a cinema premiere on 8th August, followed by screenings across 14 locations around the UK. We will also be supporting retail activity with Meet and Greets with Teddy, a star of our animation series, helping create stronger links between content, product and instore engagement.

Alongside this, we continue to invest heavily in influencer partnerships, play inspiration and media activity. The objective is to keep Baby born visible, relevant and accessible throughout the year while supporting our retail partners with sustained demand.

Looking ahead towards another successful 35 years, what does the future of Baby born look like and how are you strengthening your international presence?

The future is about continuing to build Baby born as a truly global play brand while drawing on the heritage and experience that has shaped MGA Zapf Creation for over 90 years.

Our international strategy reflects the maturity of each market. In some territories, we’re building on decades of brand equity, while in others, we’re introducing Baby born to a new generation of families for the first time. That flexibility allows us to grow sustainably while maintaining a consistent global brand. As MGA Zapf Creation, we’re proud that Baby born is recognised as a key global franchise within the MGA portfolio, reflecting the strength of the brand and the important role nurturing play continues to have within our long-term global strategy.

At the same time, we remain committed to investing in product development, trend insight and category growth. We know that families continue to value toys that encourage emotional development, imagination and creativity, and we believe nurturing play will remain an important part of childhood for generations to come.

Ultimately, our ambition is to continue building a brand that inspires children’s imaginations while giving retailers a partner they can continue to invest in with confidence. By staying true to the values that have made Baby born successful while continually finding new ways to connect with families, we believe the future is incredibly exciting.

Fall into retail inspiration

Autumn Fair 2026 is set to return to the NEC Birmingham from 6th–9th September, with over 13,000 trade buyers expected to attend. Matthew Mein, Event Director of Autumn Fair, shares with Toy World readers what they can expect to find at this year’s show.

How is this year’s Autumn Fair shaping up? Is there any space left on the show floor for more exhibitors?

This year’s show is shaping up incredibly well, and we’re seeing a resurgence in the Kids, Toys and Play destination, which is expected to be bigger than last year. The sector is already 80% full, reflecting demand from brands that recognise the value of meeting buyers at such a critical point in the retail calendar. While there are still some opportunities for businesses looking to exhibit, space is moving quickly, particularly as buyers continue to look for fresh products and newness ahead of the Golden Quarter and early 2027 seasonal events.

Of the toy companies participating, how many are repeat exhibitors versus new?

How are you bringing in new exhibitors?

One of Autumn Fair’s biggest strengths is bringing together trusted industry favourites alongside exciting new brands. Buyers can look forward to seeing established names in wooden toys, educational toys, plush, games and nursery including Smart Toys & Games, Ty UK, BTL Diffusion, Keel Toys, Thames & Kosmos, Winning Moves, Cheatwell Games, University Games and more. At the same time, we’re continuing to attract innovative new businesses that reflect changing consumer demand. New exhibitors this year include Cryptic Killers and Reydon Sports.

The key is ensuring Autumn Fair remains a destination for discovery. More than 25% of brands across the show are new, so buyers know they’ll always find something different.

What is new at the show this year that visitors and exhibitors can look forward to?

There are some exciting developments for 2026. The biggest is our co-location with Glee on 8th–9th September, creating Europe’s largest buying event for home, gift, garden and fashion retail, with more than 1,250 exhibitors, 500,000 products and 20,000 buyers under one roof.

On the content side, we’re introducing the Counter Talks Stage, which will tackle many of the issues retailers are facing today, from social media and visual merchandising to AI, licensing, retail crime and consumer trends, giving visitors practical ideas they can implement immediately.

How can first-time visitors make the most of their time at Autumn Fair?

My biggest piece of advice is to do a little planning beforehand but leave room for discovery. Identify the brands you definitely want to see, use the show tools to map out your route and build in time to attend a few content sessions.

The retailers that get the most value from Autumn Fair are often those that step outside their usual sectors and remain open to finding unexpected products or suppliers that could work for their customers.

What’s the best way for visitors to discover brands they weren’t planning to meet?

The best discoveries often happen when you wander beyond your normal buying categories and established suppliers. The Product Pavilions are specifically designed to showcase new businesses and innovative launches, making them a great starting point for finding something different.

I’d also recommend attending Pitch Live, which returns with a new morning slot this year. It gives buyers the opportunity to see emerging brands and products in

a highly curated environment before visiting their stands later in the day.

And of course, with Glee co-located alongside Autumn Fair, buyers have an even bigger opportunity to explore crossover categories and discover products they may never have considered previously.

For those who might not be familiar with the show, what sets Autumn Fair apart from other trade shows in the calendar?

Autumn Fair takes place at exactly the right moment for retailers preparing for the Golden Quarter while also sourcing for the first key seasonal moments of the following year, including Valentine’s Day, Mother’s Day and Easter.

It’s a show built around discovery and commercial opportunity. More than 30% of our exhibitors are exclusive to Autumn Fair, and over a quarter are completely new to the event, which means buyers consistently find originality and fresh ideas. The colocation with Glee also makes it a truly unique buying opportunity, creating a scale and breadth of products that simply isn’t available elsewhere.

If a visitor leaves Autumn Fair having achieved only three things, what should those three things be?

Firstly, I’d want them to have discovered at least one completely new brand or product range that they believe will delight their customers. Secondly, I’d want them to have picked up practical insights or ideas from our content programme that they can take straight back to their business and implement. And finally, I’d want them to leave with confidence; confidence in their buying decisions, confidence in the trends they’re seeing and confidence that they’re prepared for both the Golden Quarter and the opportunities that lie ahead in 2027.

Autumn Fair Preview

Cheatwell Games

023 9252 4098 | www.cheatwell.com | sales@cheatwell.com

Brainstorm

Stand 7D70

Cheatwell Games will be showcasing one of its strongest product line-ups in years at this year’s Autumn Fair, combining exciting new game launches with established brands that continue to deliver strong retail sales.

Leading the charge is Cat Earth, the charming new family strategy game which sold out at UK Games Expo in just a day and a half. Designed for 2-4 players aged 8+, Cat Earth combines easy-to-learn gameplay with beautiful wooden components, engaging playability and plenty of replay value. It has quickly become one of the most talked-about games in Cheatwell’s range and is already attracting strong interest from retailers across the UK.

Also making its Autumn Fair debut is Buzzword, a fast-paced word guessing game where players race against the clock to uncover mystery words before time runs out. Easy to learn, highly addictive and guaranteed to get people talking, Buzzword is positioned for family game nights, parties and Christmas gifting.

Alongside the company’s latest launches, visitors to the stand will also discover why Cobble Hill puzzles continue to be one of the success stories within the Cheatwell portfolio.

Founded in Canada in 2005, Cobble Hill has built a reputation for producing premium-quality puzzles designed to bring family and friends together around the table. Manufactured using a highquality blue puzzle board, featuring linen-finish printing to reduce glare and improve the puzzling experience, Cobble Hill offers a noticeably superior product that consumers genuinely appreciate. The range includes stunning scenery, nostalgic themes, wildlife, cottages, seasonal collections and distinctive artwork not widely available elsewhere in the UK market. With puzzles for adults, families and children alike, Cobble Hill continues to attract new fans and deliver impressive repeat business for retailers.

The Cheatwell stand would not be complete without some of the brands that have helped establish it as one of the UK’s leading games suppliers. Visitors can also explore its everpopular Tension, Mindtrap, Top Trivia and Opoly ranges, alongside a variety of new concepts currently in development.

As always, Cheatwell’s products are supported by marketing activity, social media campaigns, PR, demonstrations and retailer-focused support designed to help maximise sales opportunities throughout the year. Most importantly, it’s bringing products that people genuinely enjoy playing, sharing and talking about.

01200 445 113 | www.brainstormltd.co.uk | sales@brainstormltd.co.uk Stand 6E50

Brainstorm is bringing more products to Autumn Fair than ever before spanning collectibles, arts & crafts, eco-friendly and outdoors. The Wow Art brand includes the new Puffy Art range which is a cute collectible craft with added wow factor. Children create 3D drawings on sponge-based canvases using coloured markers, then add a touch of water and watch their artwork transform from textured to puffed-up magic.

The Puffy Art Adorables small pack includes two dual-ended marker pens with four colours, four pre-drawn canvases and a handy water applicator. The Puffy Art Foodies large pack features five dual-ended marker pens with 10 colours and six pre-cut canvases. This set also comes with six key chains, six perforated blank canvases and two water applicators to design your own culinary creations. The ever-popular Water Art range continues with a new Sea Life themed set to make magical artwork that floats on water.

The popular Eugy collection continues to grow from strength to strength and is supported by PR and marketing campaigns throughout the year with bespoke POS available for retailers.

Eugy models are made from environmentally friendly, biodegradable card and the collectible phenomenon now includes over 120 models for children to create and collect. Easy to make by following a simple number sequence, the 3D Eugy figures are assembled using non-toxic glue. New models launching for autumn/winter include Kea, Brown Kiwi, Bighorn, Quokka, Octopus, Goliath Beetle, Gannet, Koko Tui as well as two new Christmas lines; the Christmas Tree and Nutcracker.

The Brainstorm Toys brand has been extended to feature the Wild Wigglers. Soft, squishy and endlessly stretchable, Wild Wigglers are pocket sized and pocket priced creatures that are perfect for little hands that love to pull, twist and squeeze. Pop them in water for a magical sensory experience, combining tactile fun with dazzling colour surprises. Made from durable, flexible and tear-resistant materials.

The Brainstorm Toys Outdoor Adventure Walkie Talkies are brand new to the collection and have a range of up to one kilometre. Lightweight and brightly coloured, they’re easy to hold and come with a carry clip and built-in torch for every expedition. The Outdoor Adventure Mega Explorer Kit was named winner in the Science and Nature category at The Outdoor Toy Awards. It features nine essential tools for field trips and nature studies; a net, a brush, tweezers, two storage pots, a trowel, a microscope, binoculars and a storage bag.

The Brainstorm Toys Outdoor Adventure Metal Detector is lightweight and easy to use making it ideal for young detectorists. The hand-held product extends to 795mm and has light and sound alerts. It has become a stand-out line in the popular Outdoor Adventure collection.

Autumn Fair Preview

University Games

0207 254 0100

www.university-games.co.uk

Stand 7B50-C51

Autumn Fair provides an ideal opportunity for retailers to discover the latest additions across University Games and Lagoon’s expanding portfolio, with an extensive line-up of entertaining family games, engaging puzzles, best-selling collectibles and exciting licensed preschool ranges.

Joining University Games’ successful family games portfolio are three entertaining new titles from Dyce Games, that are set to turn ordinary evenings into unforgettable family game nights. First To Worst challenges players to predict how family and friends rank a variety of topics, sparking lively debate, laughter and plenty of unexpected answers. Younger players can join in the fun with First To Worst Kids, specially developed for children aged 5+, while This or That keeps the fun flowing with a series of entertaining either-or questions that reveal just how well players really know each other. Easy to learn and packed with replay value, the new additions are ideal for family game nights and social occasions.

Back on the oche this September is a new series of the ever-popular Bullseye TV Show. The award-winning Bullseye Game and Bullseye Mini Game, based on the much-loved quiz show, combines trivia questions with a magnetic dartboard challenge, to recreates all the excitement of the original programme for the whole family.

The imaginative new Pundamental range from Jelly Armchair is a clever new collection built around witty visual wordplay. All Puns & Games is available in both Food & Drink and Animal Editions and encourages players to identify illustrated puns in a format that is guaranteed to raise a smile. The humour continues with two illustrated 1,000-piece puzzles, Cat-APillar and Authorful Puns, offering puzzle fans something a little different while tapping into the continued popularity of wordplay and gifting.

Project Genius remains a standout in wooden brain teasers, with beautifully crafted puzzles inspired by ancient civilisations. Best-sellers including the Chinese Pagoda, Grecian Bottle and Egyptian Triglyph are joined by new additions El Castillo Pyramid, inspired by the Temple of Kukulcan, and The Aztec Family Chest. The range continues to showcase the enduring appeal of traditional brain teasers and makes an ideal gift for all ages.

The best-selling Squeeze Popper range also returns with new additions. Launching soft foam balls up to 6 metres, the collection continues to entertain children indoors and out. Alongside popular Animal designs such as the T-Rex, Koala, Llama, Axolotl and Frenchie the Bulldog, retailers can now stock licensed football club characters and mascots, including Gunnersaurus, Moonchester, Chirpy and the Official England Lion. The range also features new eco-friendly packaging with a smaller shelf footprint.

Pocket-sized fun also takes centre stage with the new Sports Pocket Dice Games. Available in Football, Tennis and Cricket editions, and arriving this autumn Hurling and Gaelic Football versions, these fast-paced games are easy to learn, highly portable and ideal for family travel. Licensed Football Club Pocket Dice Games further expand the range, offering even more appeal for sports fans.

University Games will also showcase its extensive licensed pre-school and children’s portfolio. Popular brands ranges including Dog Man, Paddington, Roald Dahl, The Tiger Who Came to Tea and The Very Hungry Caterpillar are joined by the new Peppa Pig and Usborne’s That’s Not My... ranges, under The Learning Journey brand. Featuring Match It! Tins, puzzles, Lift and Learn and Sort and Learn Puzzles, the range combines educational value with familiar characters for young children and families.

Autumn Fair Preview

Winning Moves

020 7298 9515 | www.winningmoves.co.uk | sales@winningmoves.co.uk Stand 6B62-C63

Winning Moves has been riding high on a wave of football fever this summer, along with the rest of the country. A combination of major footballing events, and the accessible £8 Top Trumps price point, hits the kind of pocket money purchase that’s ideal for football fans young and old looking to engage in football fandom. As a result, the World Football Stars range has proved to be the best-selling Top Trumps theme of 2026 so far.

As a result of many thousands of the Top 200 Top Trumps packs flying off the shelves over the past months, the range is now available in around 3,500 retail outlets across the UK. A strong first half of 2026 has cemented Top Trumps as the UK’s favourite educational card game.

Building on recent Top Trumps momentum, Winning Moves is continuing to invest in one of its most exciting recent launches: Top Trumps Goddit. Following the strong consumer response and a wave of positive reviews, the Goddit range is being significantly extended across 2026 and 2027 with some major new licences. Among the headline additions are Harry Potter, Super Mario and Paw Patrol, bringing even more high-profile brands to a game format that is already proving itself as a winner. The appeal of Goddit lies in its combination of fast-paced gameplay and familiar Top Trumps DNA, giving players something that feels fresh while still tapping into the classic elements that have made the brand so enduring. Crucially, it also sits at a under-£15 price point, which continues to be a sweet spot in the games category.

Innovation is also front and centre for Winning Moves as it looks ahead, and one of the standout launches for 2026 is Top Trumps Dash. Designed as a true newness play for the market, Top Trumps Dash is a fast, competitive race to the finish at the centre of the board, bringing a fresh layer of action and excitement to the Top Trumps universe. With several editions launching to market - including World Football Stars, Star Wars and Spider-Man – the game has broad cross-category appeal, supported by some of the biggest licensors in the business. At £14.99, it once again lands in that under-£15 bracket that is proving so important for today’s games consumer, offering value, recognisable IP and strong re-playability in one compelling package.

There is also a major milestone to celebrate in the Winning Moves portfolio, as Pass the Pigs, one of Amazon’s No.1 travel/dice games, marks its 50th anniversary. To honour the occasion, Winning Moves is doing something it has not done for many years: extending the iconic brand. Launching in time for winter 2027, Pass the Pigs in Blankets will bring a fun seasonal twist to the much-loved family favourite. It is a natural next step for a classic travel game that has entertained generations, and it is only the beginning, with further extensions to the Pass the Pigs range planned across 2027.

Retailers visiting Autumn Fair in September will be able to see all of this newness first-hand and get a closer look at how Winning Moves is combining innovation, licensing strength and accessible price points to drive growth. Visit its stand to preview the latest launches and explore the evolving range.

Tawny Owl Wood

07802 651 306 | info@tawnyowlwood.co.uk Stand

8B74

Independent children’s publishing and creative brand Tawny Owl Wood will be exhibiting at Autumn Fair 2026, showcasing its growing collection of inclusive children’s books and complementary creative products designed to inspire a love of reading and learning.

Founded by author Louise A. Shaw, Tawny Owl Wood currently comprises 13 children’s titles spanning picture books and chapter books for ages 2+. The collection has been thoughtfully designed to support all readers, particularly neurodivergent children, using accessible layouts, carefully selected fonts, calming colour palettes, repetition and full-colour illustrations throughout.

Unlike many traditional children’s books, Tawny Owl Wood combines imaginative storytelling with themes of diversity, empathy, emotional wellbeing, social understanding and nature conservation. Hidden educational elements are woven throughout the stories, encouraging children to engage with the natural world while building reading confidence.

Alongside the book range, visitors will be able to explore a selection products including 13 double-sided jigsaws, and one colour-in cape extending the storytelling experience beyond the page and creating additional retail opportunities. With reading for pleasure at historically low levels across the UK, Tawny Owl Wood fills an important gap in the market by providing engaging, design-led products that support literacy, confidence and inclusion.

Retailers can benefit from flexible ordering options, point-of-sale support, social media promotion and direct access to the founder for events, author appearances and customer engagement opportunities. Books are produced through established print partnerships, enabling efficient fulfilment and scalable supply for independent retailers, garden centres, gift shops, museums and educational outlets.

New product developments and additional titles scheduled for release in 2026/27 will also be previewed at the show. Retailers placing orders during the event will receive exclusive introductory wholesale pricing and points of sale packages. Visit Tawny Owl Wood at Autumn Fair 2026 to discover a children’s brand where storytelling, inclusivity, creativity and nature come together.

Toys that teach

The STEM (Science, Technology, Engineering and Maths) and Educational Toys category is currently sitting well in the market, producing products that are fun, engaging and educational. Toy World’s Caroline Tonks speaks with a selection of leading suppliers in this space to get their thoughts on how the category promotes value and discovery to satisfy both parents and children alike.

WWith parents increasingly looking for products that combine learning with genuine play value, the STEM and Educational Toys category has solidified its place in the market. Children want to have fun, while their caregivers want products that help develop skills, confidence and curiosity, and STEM products are uniquely placed to deliver both.

Parents are also becoming increasingly selective about where they spend their money, so products that combine fun with genuine educational value are resonating across the board. With STEM toys, children don’t necessarily realise they’re learning; they’re busy digging for fossils, growing crystals or launching rockets.

"At the Science Museum, we’ve long believed that science should be accessible to everyone," states Amy Harbour, Head of Licensing and Commercial Partnerships. "We see toys and games as an exciting entry point into science, technology, engineering and maths, helping children explore how the world works through hands-on play. The products that are performing best are those that make STEM feel approachable, exciting and relevant to everyday life."

Looking at the current category drivers, products that tap into discovery and exploration are proving incredibly popular. "Space, geology, crystals, fossils, dinosaurs, chemistry and nature all continue to perform strongly because they allow children to explore subjects they are already fascinated by," explains Sarah Clark, Founder and Managing Director at KidAntics. She is also seeing a growing demand for products that create shared experiences between children and parents. "Whether it’s growing a crystal, excavating a gemstone or building

a volcano, families love products that create moments rather than simply occupying time."

This is reflected in KidAntics’ current offering, especially in its National Geographic STEM range, which encourages children to dig, build, experiment and explore through a variety of exciting activity kits. From the Treasure, Fool’s Gold and Gemstone Mini Dig Kits to larger-scale sets including the Rock & Mineral Starter Collection, Break Open Geodes, Outer Space Dig Kit and Human Body Science Kit, the range combines genuine educational value with immersive play experiences.

Brainstorm’s collection of STEM activity sets promote discovery and exploration. Build a Body is a hands-on anatomy set featuring a 28cm human model with 29 removable parts, including a skeleton and colourful organs. As well as discovering how bones and organs fit together in the body, children can display the built model on a clear stand. The kit even comes with a secret code to unlock fun human body facts online via the Brainstorm website.

Another product in the realm of anatomy, Trends UK’s Squishy Dissectables 2 Pack is a safe, hands-on anatomy set which welcomes children aged 6+ to explore the fascinating world of animal biology. Ideal for budding young scientists and curious minds alike, the set features realistic frog and bat models, each including a detailed plastic skeleton within a soft, non-toxic gel body. Children can use the plastic scalpel to uncover organs and learn how body systems work, while the reusable gel allows for repeated experiments and lasting play value.

The STEM category often sits well alongside complementary toy categories, as Paul Fogarty, Country Manager UK and Ireland, Clementoni, explains: "There is certainly a lot of cross over between categories. Arts

& Crafts sits alongside our Science offering, teaching children the process of something rather than just the play element. We’ve built our entire Idea! range on this very concept – Process, Play and Personalisation. Letting kids own their creations from design to customisation has led to great success."

Brainstorm’s Outdoor Adventure range also blends STEM with Arts & Crafts. "The range has become increasingly popular, and we have grown it considerably with products such as the Mega Explorer Kit," says Debra Tiffany, Marketing Manager. "STEM products that tap into creativity mean that the Arts & Crafts category is a natural crossover. Our Fun with Slime and Create Crazy Bubbles Kits are great examples of this combination."

In the Construction space, Connetix’s magnetic building tiles inspire children to learn through play while nurturing the creativity, confidence and critical thinking skills they’ll use for life. Backed by STEM accreditation, they encourage children to explore science, technology, engineering, arts and mathematics naturally through experimentation, problem-solving and imaginative play. Every pack invites children to ask questions, test ideas, iterate, discover and create in their own unique way.

"The lines between STEM and traditional toy categories are becoming increasingly blurred, which is fantastic for the category," concludes Amy. "We’re seeing STEM elements appear across sensory play, arts & crafts, collectibles, construction and outdoor exploration. The most successful products are often those where children are learning without even realising it. The science is there, but it’s wrapped up in an experience that’s fun."

To learn more about this year’s offering from leading suppliers in the STEM and Educational Toys category, continue flipping through the following pages.

STEM & Educational

Plus-Plus

03330 500 144 | www.plus-plus.com | info.uk@plus-plus.com

All of the Plus-Plus range supports STEM learning being the perfect educational toy that stimulates fine motor skills, creativity, focus and patience, whilst encouraging children to discover the world of colour.

The perfect toy for open ended play and the development of children’s construction skills, Plus-Plus offers the perfect stepping stone for kids to move on from simple to intricate designs by repeatedly building with the one shaped piece. The double-cross shape fits together, without the need for glue, water or heat, by gently pressing the interlocking pieces into place to construct in 2D and 3D. The firm structures can be hung or stood and then broken down to be re-used repeatedly.

The Plus-Plus range is aimed at children over five years, including differing sized tubes and box sets suitable for beginners and experienced builders, with a selection of themed and coloured tubes to choose from offering over 55 different colours. The tubes contain basic instructions to get started for open ended play or detailed step-by-step build steps for more advanced, specific 3D characters.

Plus-Plus Big is the perfect toy for little ones to start the journey into the world of construction. Suitable from the age of one and large enough for small hands to hold, kids can work with a parent or sibling to get started with their first builds. The new Big Picture Puzzle Set contains eight double-sided activity cards, with easy builds for little ones to create a character, animal or object to sit onto a picture template.

The Learn to Build range focuses on open play for creative minds, each themed set accompanied with an inspirational guidebook ahead of exploring further free play. The new themes of Ice Cream, Gelato and Flowers have proved particularly popular this year with a selection of tubes and playsets available, with the Space Superset launching in October, contains 1000pc, perfect for the more experienced builder who wants a challenge.

Plus-Plus is a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power and all products and packaging are 100% recyclable.

Clementoni

02032 061 397 | www.clementoni.com paul.fogarty@clementoni.com

Science and STEM are front and centre of the Clementoni 2026 line up, with interactive sets that harness real scientific phenomena and children’s natural curiosity. Each product encourages fun independent discovery while delivering clear educational benefits, gaining strong parent endorsement. Combining sustainability-focused learning with engaging hands-on play, the range brings STEM concepts to life, allowing children to witness real-world changes before their eyes.

Clementoni introduced nature to its Science & Play Lab kits with the launch of the award-winning Smart Tech Greenhouse as well as capture and release products such as Insect Hotel and Ant City. The success of this category introduction highlights the increasing demand for toys that blend fun, education and sustainability through natural world science and exploration.

Ant City is designed to recreate the living environment of ants and observe their behaviour. The set includes an area where ants can dig tunnels, a botanical module to observe them above ground and a space dedicated to understanding how they feed. An integrated play table brings together all three environments along with the tools needed to study their way of life. The modules are connected by a transparent tube, allowing ants to move easily from one area to another. It is a science kit with many features to help children explore ant ecology and observe their daily habits. New for 2026 is Ecosphere, a hands-on ecosystem kit that allows children to explore the fascinating world of botany, ecology and environmental science. By creating their own ecosystem, young scientists can discover how the water cycle works, investigate different soil layers and watch plants grow and thrive, all within a transparent biosphere providing a captivating 360-degree view of nature in action. As children observe evaporation, condensation and plant growth within their miniature world, they develop a deeper understanding of the natural processes that sustain life on Earth while building key STEM skills.

STEM & Educational

01235 555 545 | www.vtech.co.uk | trade.sales@vtecheu.com

VTech is continuing to build on the success of its Marble Rush range with three exciting additions that combine creative construction, problem solving and action-packed play. Designed to encourage children to experiment, build and explore through hands-on play, Marble Rush helps develop key STEM skills while delivering exciting marble run experiences that families can enjoy again and again. Joining the range for Autumn/Winter are two brand new themed sets, Marble Rush Adventures Pirate Ship and Marble Rush Adventures Dragon Castle. Earlier this year, VTech also introduced Marble Rush Junior Safari Slides, extending the range to younger builders with an easy-to-assemble safari adventure.

Marble Rush Adventures Pirate Ship invites young explorers to build their own high-seas adventure with 162 construction pieces, 10 marbles, fabric sails and themed cardboard decorations. Once assembled, children can launch cannonball marbles towards the swirling octopus vortex before sending them through the electronic Crow’s Nest, where lights, music and exciting sound effects bring the action to life. Sea monster dominoes, pirate-themed play features and a colourcoded levelled building guide encourage children to experiment with different track layouts while developing problem solving, engineering and construction skills.

Also launching this autumn/winter, Marble Rush Adventures Dragon Castle offers another imaginative build packed with exciting action. Featuring 172 colourful building pieces, children can create an epic castle where marbles race through rolling cannons, thrilling twists, dramatic spiral vortexes and a Bucket Lift that carries marbles back to the top for continuous play. The electronic module adds lights, music and sound effects as marbles travel through the course, while castle decorations, monster dominoes and a slow-motion track create plenty of opportunities for imaginative storytelling alongside STEM learning.

Supporting these new autumn/winter launches will be a heavyweight marketing campaign across TV, Disney+, Amazon Prime, TikTok, YouTube, Instagram, Cinema and more. This is designed to drive awareness and support retailers throughout the autumn/winter selling period.

For younger children, Marble Rush Junior Safari Slides provides the perfect introduction to the world of Marble Rush. Designed with junior builders in mind, the set includes 58 building pieces, six colourful animal marbles and three animal friends including a giraffe, elephant and alligator for imaginative role play. Children can watch their safari marbles spiral through the vortex before racing down exciting slides and tracks, while themed decorations allow them to personalise their safari adventure. The colour-coded building guide keeps assembly simple and rewarding, helping younger children build confidence while developing early construction and problem-solving skills.

Compatible with other Marble Rush sets across the range, all three launches encourage children to expand their creations, experiment with new designs and discover how different track layouts affect marble movement. By combining imaginative themes with hands-on building and exciting interactive features, Marble Rush continues to offer a fun and engaging way for children to explore STEM concepts through play.

Thames and Kosmos

01580 212 000 | www.thamesandkosmos.co.uk

With more than 200 years of educational heritage through its German parent company Kosmos, Thames & Kosmos remains one of the most trusted names in hands-on STEM learning. The company continues to set the benchmark for science kits that make complex subjects accessible, exciting and genuinely engaging for children. Its philosophy is rooted in learning through experimentation, creativity and discovery, rather than passive instruction – a principle that has shaped generations of young scientists.

The Thames & Kosmos range spans an exceptional breadth of scientific disciplines, enabling children to explore chemistry, physics, biology, engineering, robotics, astronomy, geology and renewable energy. Every kit is designed to put practical, hands-on learning at the forefront, encouraging children to build, test, observe and solve problems independently. This approach develops critical thinking, resilience and confidence, while helping children understand how scientific principles apply to the world around them.

Engineering is one of the brand’s strongest pillars, with construction kits that introduce mechanical principles through immersive, build based play. Children can create catapults, roller coasters, solar-powered robots, hydraulic machines and mechanical systems, gaining a clear understanding of gears, levers, pulleys and motion as they experiment.

The robotics offering takes this further, introducing coding, sensors and automation to help young engineers grasp the fundamentals behind today’s most influential technologies.

A standout introduction to electrical engineering is offered in the Easy Electric Circuits. This kit features 20 circuit building and motorised device projects. Children learn how electrical components work, progressing from simple circuits to combining them with an electric motor to create functional models. A hands on, confidence building entry point into the science of electricity.

The Rebotz range brings robotics to life in a fun, fast and accessible format. Each of the four robots includes interchangeable junkyard style parts, allowing children to customise and create unique robotic characters. Every robot focuses on a different physics based mechanism, including cams, pulleys, springs, sliders, motors, wheels and levers, offering an engaging introduction to mechanical engineering principles.

Inspired by medieval mechanics, the Catapult Engineering: 6-in-1 Maker Kit lets children build six functional models, from catapults and trebuchets to crossbows and a ballista. Its durable, modular building system supports hours of open ended experimentation. The kit includes foam balls and a cardboard castle for target practice, offering a dynamic and fun way to explore force, motion and engineering design.

STEM & Educational Science Museum

www.funtimegifts.co.uk

The Science Museum STEM range with Funtime continues to demonstrate how play can act as a powerful gateway into scientific discovery. The range has a particular emphasis on material science, an area that underpins everything from engineering and manufacturing to everyday household products. By translating complex scientific principles into engaging, hands-on experiences, the range bridges the gap between education and entertainment, encouraging curiosity-led learning in children.

At the heart of the material science collection is an exploration of how substances behave under different conditions; stretching, flowing, reacting and transforming. These core principles are brought to life through tactile, sensory play, allowing children to explore fundamental scientific properties of the world around them. The result is a range that is not only fun but also rooted firmly in real-world STEM learning outcomes. Two additions to the range, Wriggle Worms and Candy Cloud Compound, exemplify this approach, each offering a fresh perspective on the fascinating behaviour of polymers.

Wriggle Worms introduces a compound that appears almost lifelike in its movement. As children manipulate the compound, they can observe how pressure, force and motion affect its behaviour, creating an intuitive understanding of concepts such as elastic recovery. This kind of interactive play encourages experimentation, which is the basis of the investigative methods used in scientific enquiry.

Meanwhile, Candy Cloud Compound focuses on stretchability and texture, delivering a highly elastic, cloud-like material that can be pulled, twisted and reshaped repeatedly. Its super-stretchy nature highlights the unique properties of polymer chains, making it an ideal tool for demonstrating how molecular structures influence flexibility and strength. The compound’s soft, airy consistency also adds a sensory dimension, appealing to children’s tactile instincts while reinforcing STEM principles in a subtle yet effective way.

Both products are designed to spark questions: Why does it stretch so far without breaking? Why does it move differently when squeezed versus pulled? These questions form the foundation of scientific thinking, encouraging children to hypothesise, test and observe outcomes. By embedding these learning opportunities within play, the Science Museum range ensures that STEM concepts are not only accessible, but also memorable.

Importantly, the collaboration with the Science Museum lends strong educational credibility, ensuring that each product aligns with authentic scientific themes. Funtime’s approach to product development prioritises both quality and engagement, resulting in items that are as durable as they are inspiring.

As STEM education continues to gain prominence, ranges like this play a crucial role in nurturing the next generation of scientists, engineers and inventors. With Wriggle Worms and Candy Cloud Compound, the Science Museum STEM line with Funtime delivers products that captivate young minds while reinforcing the fundamental principles of material science proving that learning is in their hands.

Ravensburger

01869 363 830 | www.ravensburger.com

Ravensburger’s brain and logic game brand ThinkFun is celebrating a milestone year in 2026 with the 30th anniversary of Rush Hour. This challenge-based solo-player game sees players slide cars around the puzzle grid in a bid to free their red car from traffic gridlock. Marking the anniversary, a new edition is set for launch in the second half, which will offer a two-player format. Rush Hour Duel pits challengers against each other in a race to be the first to find their way through the traffic and reach the central finish line. With 40 included challenges increasing in difficulty, Rush Hour Duel is designed for players aged 8+.

Another bestseller in the ThinkFun portfolio, Gravity Maze, welcomes a new edition this year with a twist that takes the action to a new level. Gravity Maze Slide draws on two ThinkFun specialities to create one dynamic brainteaser – marble runs and sliding puzzles. With 40 challenges included, players place the familiar towers in position and then slide them around the grid to ensure the marble reaches its destination.

Award-winning interactive marble track brand GraviTrax welcomes new additions too, bringing innovation and wow-factor to STEM play. The brand’s Starter-Set G-Force will elevate the marble run with 100 components, including two Action Elements – the Turbo Lift and the Transfer, which launches marbles across daring gaps. The GraviTrax Junior line invites younger marble runners into the system, with a variety of chunky components and themed pieces to enhance storytelling fun. The offering includes the GraviTrax Junior Starter-Set Dino. With its 50 components and prehistoric-themed figures such as the T-Rex, this set enables children to create their own exciting tracks.

Ravensburger will also build on its licensed GraviTrax portfolio later this year with the launch of Action Set Spider-Man, as well as bringing the fun of Adventure Bay to marble track play with GraviTrax Junior Paw Patrol Starter Sets.

STEM & Educational University Games

0207 254 0100

www.university-games.co.uk

Inspiring curiosity and learning through hands-on discovery sits at the heart of University Games and Lagoon’s STEM and educational offering. The innovative National Geographic How Things Work 3D Puzzle range has been designed to engage inquisitive young minds. The nine-strong construct-and-play collection combines hands-on building with the exploration of key engineering concepts and scientific principles through interactive play. The range includes entertaining lines such as the Blast Off Rocket, a Racing Car, Vacuum Cleaner, Hydraulic Lift, Periscope and Parachute Launcher, and each STEAM education toy also comes complete with an instruction booklet to help children understand the science behind the build, making learning both fun and educational.

Supporting science, education and innovation, the Purple Cow Einstein Tubes Scientist Stuff delivers accessible STEM fun in an engaging format. Recently refreshed in eye-catching test tube-style packaging, each tube contains a different material and experiment designed to demonstrate fascinating scientific reactions and properties. Children can create their own snow, grow crystals and watch putty glow in the dark, while learning about the science behind the activity through hands-on exploration. The range includes Hydrophobic Sand, Magnetic Putty, Glow in the Dark, Polymer Snow and Sand Slime, perfectly combining entertainment with educational value. The range will back in stock this month, after hugely successful first quarter sales.

In addition, The Purple Cow STEAM Science Tins encourage experimentation and discovery. The Crazy Scientist Lab range includes eight compact kits covering Optical Illusions, Water Gel Science, Static Electricity, Glowing Science, Bubbles and Foam and Crystal Craze, alongside Young Detective and Young Survivor sets. These self-contained kits encourage exploration and discovery, problem-solving, understanding cause and effect, and abstract thinking.

The fun and educational Learning Journey My First Match It! Range includes My First Match it! lines suitable for 18 month+, alongside Match It! Mathematics, Counting, Rhyme and 3 Letter Words for 4-7 year olds. These self-correcting jigsaw puzzles help develop hand eye coordination, dexterity and matching skills, as well as providing an early introduction to colours, words and numbers.

This summer, The Learning Journey is expanding with the arrival of two pre-school brand collections. Usborne’s touch and feel brand That’s Not My… and the much-loved Peppa Pig, will join the range, combining instantly recognisable characters with The Learning Journey’s proven educational play formats. Suitable from 18 months, the ranges will feature Floor Puzzles, 4-in-1 Puzzles and Match It! games, as well as Magnetic Sort and Learn and Lift and Learn lines.

Space also remains an evergreen fascination for young explorers. University Games’ 3D Glow in the Dark range helps children discover the wonders of our solar system with the Glowing 3D Planets set, featuring all eight planets, and the Glowing 3D Solar System set, which also includes over 200 adhesive stars and an educational planetary guide.

Trends UK

01295 768 078 | www.trendsuk.co.uk info@trendsuk.co.uk

STEM toys come in all shapes and sizes and are suitable for all ages thanks to the wide selection of brands with educational twists from Trends UK. The team behind Science Mad! has been creating science toys for 24 years and the value of that experience can be seen in its latest lines. Squishy Dissectables 2 Pack (Frog and Bat) is a safe, hands-on anatomy set that welcomes children aged six+ to explore the fascinating world of animal biology. Ideal for budding young scientists and curious minds alike, the set features realistic frog and bat models, each including a detailed plastic skeleton within a soft, non-toxic gel body.

Children can use the plastic scalpel to uncover organs and learn how body systems work. The reusable gel allows for repeated experiments and lasting play value, while a fully illustrated instruction manual provides easy, step-by-step guidance. This new kit joins many other fun items in the range, including the Around the World 10-in-1 Excavation Kit and the 2-in-1 Plasma Globe and Energy Bar.

The Learn with Peppa range is a favourite among families wanting to add simple tech toys to their little ones’ STEM play diet with this year’s all-new Peppa’s Play & Learn Laptop. Designed for toddlers, the bright, light-up screen is ideal for learning on the go and encourages early learning through five engaging activities focused on numbers, letters, objects, musical instruments and colours. Kids can explore six fun songs and a variety of interactive responses that support early vocabulary and listening skills. Trends’ Learn with Peppa collection is ideal for the younger members of the family whilst older kids are catered for with collections such as Machine Works which brings real engineering to life through hands-on play.

STEM & Educational

Magna-Tiles

www.magnatiles.com

international@magnatiles.com

Promoting Meaningful Play is an important part of MagnaTiles’ core ethos. Its system of open-ended play helps children develop critical 21st-century skills like creativity, critical thinking, collaboration and communication. From the Classic 100-Piece set to the newest Ocean-themed Coral Reef 25-Piece set, all MagnaTiles products encourage children to connect with the people and the world around them.

Magna-Tiles is introducing new tactile materials to provide different sensory experiences for children. The new innovative tile shapes such as Dome tiles and Arc tiles expand build possibilities. New figures such as flippers, surfers, rescuers and outdoor explorers, together with animal figures and decorated tiles, stimulate imaginative and creative play experiences.

To further strengthen the brand’s mission of Promoting Meaningful Play, Magna-Tiles is launching a new animated series, Magna-Tales, that brings the world of Magna-Tiles to life through characters, stories and imaginative adventures.

The Original Magna-Tiles Coral Reef 25-Piece Magnetic Construction Set dives into a colourful ocean world with friendly sea creatures and coral-inspired tiles. Children can imagine what’s happening beneath the waves while building arches and rock formations or swimming through tunnels with playful animals like dolphins, turtles and more. With vibrant colours and rebuildable layouts, any flat surface turns into an ocean playground with a busy coral reef.

The Original Magna-Tiles Rail Racers Max 80-Piece Magnetic Construction Set allows little engineers to experiment with height, speed and direction while designing mega-raceways and tracks that twist, drop and zoom. With new curved rails, short track rails, quarter arcs and trap doors, children can build towers, bridges and elevated tracks for endless possibilities.

With the Original Magna-Tiles MicroMags Learn Letters 56-Piece Magnetic Construction Set, learning can be fun and engaging. Learn Letters is designed for pre-schoolers and early learners to help explore letter recognition, phonics and early word building through hands-on learning. With vowels in orange and consonants in green, the colour-coded tiles create a visual foundation for understanding how letters work together. Children can progress from identifying letters to forming simple words and building early reading skills as they grow. These colourful tiles make hands-on learning engaging and fun while strengthening fine motor skills and hand-eye coordination. Ideal for use at home or in the classroom, this set can be paired with all Magna-Tiles sets, especially with the other Learn Series set, the Learn Numbers 56-Piece.

Little Concepts

01172 302 112 | www.littleconcepts.co.uk | hello@littleconcepts.co.uk

STEM learning has become one of the toy industry’s most important categories, but its definition has evolved considerably. The most successful STEM toys don’t simply teach science or engineering through instruction but also encourage children to discover these concepts naturally through curiosity, creativity and open-ended play. As exclusive UK distributor for Kidywolf, Moluk and PlanToys, Little Concepts is proud to represent three brands that approach STEM education from distinctly different, yet highly complementary, perspectives.

Belgian brand Kidywolf takes a hands-on approach with its new Kidyelec range, introducing children to the fundamentals of electronics through safe, engaging experimentation. The Kidyelec Starter Set provides an accessible first step into electrical circuits, while the more advanced Expert Set expands the possibilities with increasingly sophisticated projects. Rather than simply following instructions, children learn by building, testing and understanding how electronic components interact, developing logical thinking and problem-solving skills that form the foundation of STEM learning.

Swiss design brand Moluk demonstrates that STEM doesn’t always require wires or technology. Its collection encourages children to investigate scientific principles through movement and free exploration. Bilibo invites experimentation with balance, gravity and motion as children spin, rock and discover new ways to play. Hix introduces concepts of geometry, nesting and three-dimensional spatial reasoning through flexible, tactile construction. Tulu encourages young engineers to connect spheres and everyday objects into imaginative structures, while the playful Pluï Rain Cloud transforms bath time into an exploration of water flow, air pressure and cause-and-effect. Every product embraces Moluk’s philosophy that there is no single correct way to play, allowing children to become natural experimenters.

For more than 45 years, PlanToys has combined sustainable manufacturing with developmental play, creating beautifully crafted wooden toys that make STEM concepts both accessible and engaging. Its 50 Unit Blocks provide an outstanding introduction to construction, spatial reasoning and early mathematical thinking, while the Construction Set encourages children to design, build and refine their own engineering projects using wooden nuts, bolts and connectors. Water Blocks add another dimension by inviting children to explore colour, transparency and light through creative building, while Gears & Puzzles introduces mechanical principles through interlocking gears and hands-on problem solving. Geo Pattern Cubes further develop geometry, sequencing and visual reasoning through colourful pattern-based challenges.

What unites these three brands is a shared belief that the best STEM learning happens through play. Whether constructing electronic circuits, experimenting with gravity or building towers from sustainably sourced wood, children are developing critical thinking, creativity, resilience and confidence without feeling like they are being taught.

For retailers, this presents a significant opportunity. As parents increasingly seek toys that combine educational value with genuine play appeal, brands such as Kidywolf, Moluk and PlanToys demonstrate that STEM is no longer a niche category – it has become an integral part of modern play, where learning is driven not by instruction, but by imagination and discovery.

STEM & Educational KidAntics

01293 364 364 | www.kidantics.co.uk | enquiries@kidantics.co.uk

Kid Antics is helping children explore, experiment and learn through play with an engaging portfolio of STEM and educational products from National Geographic and MierEdu, designed to spark curiosity while delivering plenty of hands-on fun. Bringing the wonder of science and discovery to life, the National Geographic STEM range encourages children to dig, build, experiment and explore through a variety of exciting activity kits. From the Treasure, Fool’s Gold and Gemstone Mini Dig Kits, which challenge young explorers to excavate hidden discoveries, to largerscale sets including the Rock & Mineral Starter Collection, Break Open Geodes, Outer Space Dig Kit and Human Body Science Kit, the range combines genuine educational value with immersive play experiences.

The collection also extends into chemistry and engineering-inspired play with products such as the Cool Reactions Chemistry Kit, Slime & Putty Lab, Light-Up Air Rockets and Glow-in-the-Dark Marble Run. Covering topics including geology, space, chemistry and anatomy, the National Geographic range transforms complex STEM concepts into engaging, hands-on activities that inspire learning through discovery.

Complementing the science-led offering is MierEdu, a colourful collection of puzzles and activity sets designed to nurture creativity, problem-solving and early learning skills. The Build N Sound 3D Puzzle range combines construction play with interactive sound effects, allowing children to build dinosaurs, polar animals and ocean creatures while bringing their creations to life through sound.

For learning on the go, MierEdu’s compact Magnetic Puzzle and Travel Magnetic Box collections offer portable play packed with educational benefits. Featuring themes including aircraft, trucks, mermaids, firefighters, healthcare professionals and space adventures, the travel-friendly sets encourage imaginative storytelling, concentration and problem-solving wherever children go.

Combining educational value with engaging play patterns, the National Geographic and MierEdu collections form part of Kid Antics’ growing portfolio of innovative toy brands, offering retailers a diverse range of STEM and learningfocused products designed to inspire the next generation of explorers, creators and problem-solvers.

The Lego Group

01753 495 000 | www.lego.com

Learning through play sits at the heart of the Lego Education range, helping children turn curiosity into discovery through hands-on building, experimentation and storytelling. The latest Lego Education Science Kits build on this approach, combining the creativity of Lego play with curriculum-inspired STEM learning to help children explore big ideas in an engaging, accessible way.

Developed with educators and inspired by real-world events, the range supports Lego Education’s ’Build, Solve, Invent’ approach. Children are encouraged to construct models, use them to complete science-led challenges and then adapt their builds or create their own solutions. This open-ended play pattern helps support critical thinking, problem-solving and confidence, while giving families an accessible way to encourage scientific curiosity at home.

The Lego Education Antarctic Animals Science Kit introduces children aged 7+ to life science through the ecosystems of the Antarctic. The 461-piece set includes interactive features such as a sliding slope, an opening whale mouth and a detachable krill element, helping children explore habitats, food chains and animal interactions through hands-on play. The set includes two life science experiments and offers a strong entry point for children interested in wildlife, animals and the natural world.

For children with a passion for space, the Lego Education Moon Mission Science Kit combines imaginative building with physical science learning. Aimed at children aged 8+, the 519-piece set includes an Earth-to-moon launchpad, spaceship, lunar habitat with greenhouses and two astronaut minifigures. Play features such as an opening spaceship canopy, greenhouse domes and a rotating container add movement to the model, while two science experiments introduce ideas linked to space travel, engineering and scientific processes.

The range also includes two larger builds for children aged 9+. The Lego Education Mars Mission Science Kit is a 933-piece set centred around space exploration and engineering, with a drop-tower experiment model that supports practical investigation and problem-solving. Meanwhile, the Lego Education Arctic Animals Science Kit offers a 1,134-piece build focused on Arctic environments, animal behaviour and survival in extreme conditions, with an Arctic slope and camp model to support both science-led discovery and inspire critical thinking.

All four Lego Education sets are designed to encourage independent learning, while also offering opportunities for adults to support children’s STEM development through shared play. Digital PDF building instructions are available via the Lego Builder app and Lego.com, helping children get started easily and return to the sets for repeat engagement.  Together, the Lego Education Science Kits demonstrate how construction play can make STEM subjects more accessible, active and enjoyable. From wildlife and nature to space exploration, the range gives families an engaging way to blend educational value with the lasting magic of Lego play.

STEM & Educational

Connetix

www.connetixtiles.com | sales@connetixtiles.com

The bar for educational toys has never been higher. Today’s parents are more informed than ever, researching the products they bring into their homes and seeking toys with genuine developmental value. For retailers, this presents an opportunity to meet growing demand with brands that combine meaningful learning with engaging, open-ended play. At Connetix, this philosophy has been at the heart of every product since day one.

Designed by experienced educators and developed by a global team largely made up of parents and teachers, every Connetix product is created with one clear purpose – to inspire children to learn through play while nurturing the creativity, confidence and critical thinking skills they’ll use for life. Backed by STEAM accreditation, they encourage children to explore science, technology, engineering, arts and mathematics naturally through experimentation, problem-solving and imaginative play. Every pack invites children to ask questions, test ideas, iterate, discover and create in their own unique way.

This commitment to meaningful play continues to shape the brand’s unique innovation, with every new product developed around how children naturally play, explore and learn. Launched this July, four new products from the award-winning brand bring this philosophy to life.

The Travel Mini Pack marks Connetix’s first-ever travel magnetic tile set, answering growing demand for premium, portable magnetic construction toys. Introducing a collection of mini tiles with ultra strong magnets powered by Connetix Smart Spin technology, this pack enables children to create stable builds that can be picked up, moved and played with. Housed in a build-ready carry tin that doubles as a play surface and complete with reusable silicone stickers, it delivers creativity wherever play happens.

Also landing this month is the Ball Run Launcher Pack, bringing an exciting new play experience to Connetix’s best-selling ball run range. Introducing their innovative launcher, children can actively experiment with force, motion, momentum and cause-and-effect as they test varying heights and pathways. Fully compatible with the wider Connetix ecosystem, the Ball Run Launcher also creates fresh opportunities for retailers to build on the enduring success of the brand’s ball run range.

Rounding out the 2026 releases are two further innovations designed to extend some of Connetix’s most successful categories. The Ball Run Galaxy Pack brings new visual play with exclusive black glitter tiles and motion-activated light balls, while the Light Rocket Pack, the second release in the Connetix light range, builds on the runaway success of last year’s Light Star Pack. Featuring a rechargeable light tile with three dimming settings, Light Rocket unlocks a way for children to explore light, colour and creativity through play.

Backed by a comprehensive launch campaign, the new ranges will be supported by strategic partnerships, PR activity and a suite of ready-to-use retail assets designed to maximise visibility and drive both in-store and online sell-through.

As educational play continues to evolve, Connetix remains committed to setting the standard and delivering breakthrough innovations that combine meaningful learning with exceptional play value, giving retailers compelling products that families and educators actively seek out.

Buki France

www.bukifrance.com | amaarek@bukifrance.com

As the autumn period draws near, there are a lot of exciting new products to discover in the Buki range. With over 30 years of experience in the world of STEM and Educational toys, the French brand founded in 1992 has been inspiring various generations of curious kids, from one decade to the next. As the debate around screen-time and social media becomes an increasingly important factor in every parent’s mind, Buki is diving fully into its origins and the 90’s childhood with a brand-new STEM pocket money series, with a colourful retro lab and a new electricity set that are sure to appeal to both today’s kids and their 80/90s' parents.

The ’I can be…’ series was born of the desire to introduce today’s kids to scientific professions and to inspire them by providing highly collectible, hands-on experiments to generate a spark that will launch careers and vocations in their futures. Each miniature kit contains a booklet presenting the profession, its tools and required study pathway, as well as a portrait of a famous figure on the subject such as Marie Curie, Howard Carter or Valentina Tereshkova.

The series currently offers six different professions kits and one (or more) activity per kit. The Archaeologist allows kids to dig into a plaster bloc and discover four treasure replicas including a Mayan relic and Tutankhamun’s funeral mask. The Chemist contains three experiments to teach how matter changes shape with slime, jellification and more. The Meteorologist has a weather station allowing kids to predict tomorrow’s weather and discover how tornadoes are created. The Forensic scientist teaches about fingerprint identification and how to collect them. The Robotic engineer lets users assemble a robot that moves forward on two wheels with an included motor. The Astronaut contains items for kids to build a wooden solar system and discover its 8 planets.

On the science kits front, the new Bouncy Balls Lab coming this September is a retro laboratory setup with three stations to create 50 colourful bouncy balls. Eight different moulds are included which are placed in a water tank that rises automatically as soon as they’re ready thanks to a clever timer. A drying station with water collector allows the bouncy balls to properly dry for optimal bouncing.

Finally, among the latest Buki science kits is Electric Maze DIY, a DIY electricity kit and a throwback to the 1990s electric mazes. After assembling all the electronic components on the console, three mazes can be used for three difficulty levels. With a bright orange colour, red lights and the signature buzzer sound, it offers the possibility to not only play with a classic toy but to build it first too.

STEM & Educational

A.B.Gee

01773 570 444 | www.abgee.co.uk

sales@abgee.co.uk

A.B.Gee continues to support retailers looking to build engaging STEM, educational and creative assortments with a broad selection from Lisciani. At the heart of the offering is the I’m a Genius range, designed to make scientific discovery approachable, hands-on and fun. It encourages children to explore the world around them through practical experiments, observation and problem-solving.

The range brings together accessible science-led activities that can appeal to curious children and gift buyers alike. Products such as the Mini Microscope offer a compact introduction to close-up exploration. Small, portable and easy to handle, it is designed for young scientists to take on adventures indoors or out, while the included manual guides them through how to use the microscope and introduces simple scientific research techniques.

Alongside this, the Mini Telescope encourages children to look further afield, supporting an interest in astronomy and observation. Meanwhile, sets such as 101 Experiments provide plenty of opportunities for repeat play, with a variety of activities designed to keep children testing, learning and discovering. The Glow in the Dark Science Kit adds an eye-catching element to the category, combining science themes with a visually engaging play experience.

The Lisciani selection also extends into licensed creative play with drawing schools featuring popular characters from Bluey, Stitch and Paw Patrol. These kits make learning to draw feel accessible, with workbooks containing character illustrations arranged in progressive levels of difficulty. Children can practise on write-and-erase boards, wipe away their attempts and start again, helping to build confidence as they develop their drawing skills. Included markers allow children to colour in the exercise book, adding further creative value to the activity.

Across the collection, the emphasis is on turning educational concepts and creative skills into accessible play patterns. Whether children are examining small natural objects, exploring the night sky, trying experiments at home or learning to draw their favourite characters, the range is designed to nurture curiosity, confidence and imagination.

For retailers, the collection offers a flexible proposition across STEM, educational, creative, gifting and seasonal displays. With hands-on formats, clear activity-led play value and strong appeal across science and creativity, Lisciani gives customers a practical way to bring engaging learning-through-play products to shelves.

Brainstorm

01200 445 113 | www.brainstormltd.co.uk | sales@brainstormltd.co.uk

Brainstorm is known for its engaging STEM toys that teach children about the world around them. Tapping into key STEM subjects, it has a selection of products inspired by science and nature with new innovations consistently added to its distribution lines as well as own brand ranges.

The Brainstorm Toys collection of activity sets includes the new Build a Body set, a handson anatomy set featuring a 28cm human model with 29 removable parts, including a skeleton and colourful organs. As well as discovering how bones and organs fit together in the body, children can also display the built model on a clear stand. The kit comes with a secret code to unlock fun human body facts online via the Brainstorm website. Other sets include Cool Chemistry, Create Crazy Bubbles, Dazzling Dig Kit and Fun with Slime. The bumper sets contain an impressive array of experiments and come with competitive retail price points comparable with larger sets on the market.

The Natural History Museum collaboration with Brainstorm Toys is expanding with the addition of the Natural History Museum T-Rex Excavation Kit. It includes kid-friendly tools to chip, brush and reveal a realistic dinosaur skeleton, which can be assembled into a 20cm T-Rex model. The kit also features a replica ammonite fossil and colourful poster, while a secret code unlocks extra T-Rex facts online.

Wild Wigglers are a brand-new fidget toy collection of four soft, squishy, and endlessly stretchable creatures. The pocket sized, realistic looking wigglers are ideal for little hands that love to pull, twist and squeeze. They can also be placed in water and transformed into a sensory water toy. The Wild Wigglers are made from durable, flexible and tear-resistant materials.

StikBot Shinies three packs are new for 2026 which join the popular Crazy Faces and Legendz collections. Brainstorm are celebrating StikBot’s 10-year anniversary in the UK throughout 2026 with marketing and PR activity around new launches as well as celebrating the brand with a comprehensive influencer outreach campaign timed for the Summer.

The prehistoric Aqua Dragons Deluxe Set teaches children about life cycles as they hatch and grow the unique and fascinating creatures. The set comes with an illuminated tank, food and eggs that can be hatched into real live Aqua Dragons. Children look after their pets by placing them in water, feeding them and watching them hatch in just two to three days, growing up to 1.5cm long. Aqua Dragons Hatch 'n’ Grow is also available with a new smaller clear tank kit at pocket money price.

Brainstorm Toys Night Sky Projector and Deep Space have been given a refresh to widen their audience and on-shelf appeal. As well as changing the product’s colourway, the packaging has been refreshed in the same neutral grey and ’toys’ has been removed from packaging to make it available to more retail channels and age ranges. In addition, Night Sky now offers more value with two additional projector discs included in the pack showing the space shuttle and the black hole.

Hornby Airfix

01843 233 500 | www.uk.hornby.com tradesales@airfix.com

Long before STEM became a retail category, children were sitting at kitchen tables working out how an aircraft fits together. They read instructions, translated them into a 3D object, planned the build and were able to learn new things without realising it.

A typical Airfix build asks the modeller to interpret technical instructions, plan a sequence of steps and use fine motor control to do delicate work, as spatial reasoning runs through every panel join. These aren’t five-minute toys, and that’s the point. Parents and grandparents who picked up the hobby decades ago still value it as something that taught them patience and concentration.

The subject of the product also carries educational substance. An Airfix Spitfire isn’t just a kit but a doorway into aerodynamics, military history and British engineering. The conversations that these builds can start at home including how they worked, what they were used for and why they were needed highlight the importance of STEM toys in engaging children in educational discussions.

What makes the category accessible for new

Shaping the next Duel

With the Yu-Gi-Oh! World Championship in Tokyo on the horizon, Toy World’s Caroline Tonks sits down with Dom Galizia, Head of Marketing at Konami Digital Entertainment, B.V., to discuss how the Yu-Gi-Oh! Trading Card Game (TCG) is moving from strength to strength and how the brand is keeping its fanbase engaged and their appetite for the series met.

It is an exciting time for the Yu-Gi-Oh! Card Game as a brand, with the Yu-Gi-Oh! TCG continuing its strong momentum throughout 2026. Chaos Origins, the first booster of Series 14, has released to amazing fan reaction, with Yami Yugi gracing the front of the booster pack. This is something that has resonated well with fans – Yami Yugi and the Magician of Black Chaos are iconic characters that players want to get their hands on, in turn driving endless demand.

This latest release has also introduced a new version of the Starlight Rare – a type of rarities, and it includes extended art cards. While Konami has released introductions like these before, it is the first time they’re going into the core products, with the hope that this will drive awareness and attention among fans.

"The booster pack itself is a callback, and we anticipate a lot of nostalgia and a lot of passion coming through from Duelists," states Dom Galizia. He has always been a fan of trading card games, and talks highly of the community, the engagement and the socialisation they promote, bringing forward real experiential moments. "Even if you’re new, you’ll be able to resonate with the updated

versions of monsters that were used in the show almost 25 years ago. It’s a really exciting moment for fans, both new and old."

As Konami strives to put fans first and develop products that will best cater to them, its audience can’t speak highly enough about the results. Fans are writing in across social platforms and across communities, sharing their thoughts and excitement about the new releases.

"The Yu-Gi-Oh! TCG is going from strength to strength, and we’re also seeing demand from our retailers and distribution partners to continue to improve and increase our output," comments Dom. "I think it’s a really exciting time for us. More people want to have access to our products, and this is a healthy problem to have. It’s across the board in every language and in every territory. It goes to show that there’s a collectability element to the product that has increased over time.

"Fans are aware of the brand. They want to get the newest version of the cards, the newest rarities or even the newest art style with the extended art cards. This is something that is driving us and we’re certainly building that momentum right now."

Alongside the increased engagement from both longtime fans and returning audiences, Konami is always trying to appeal beyond these core players and introduce new people to the gameplay. Often times, this involves events and community engagement. Social media and digital marketing remain a key pillar of this strategy. The team aims to communicate in as many possible channels as it can about the products and what players can expect, from the number of themes to the types of cards and the many ways to play with the product books.

Dom states: "We’re always trying to highlight the many different formats to play Yu-Gi-Oh! TCG. For example, we’re currently promoting the Genesys and Time Wizard formats. Players might know how to play the Yu-Gi-Oh! TCG one way, but there’s so many ways that they can play, and we want to put all this information in front of them."

Another way that Konami is putting the Yu-Gi-Oh! TCG in front of its players is through its organised play events. The brand has a stacked 2026 calendar, including the World Championship Qualifier and the Yu-Gi-Oh! World Championship in Tokyo, bringing players of all ages together from across the globe.

"Organised play is the pinnacle of this experience," claims Dom. "At various levels, you’re meeting new people, you’re playing against them, you’re testing your ability as a Duelist, and for us, we continue to provide various levels of events so that people don’t feel overwhelmed. The Yu-GiOh! Card Game can be difficult to master, but our message is very clear: it is for everyone. It doesn’t matter if you’ve played for a month or for a decade."

The prestigious 2026 European World Championship Qualifier was held in Brussels from 10th-12th July, which saw great player engagement. The European Championship and other continental events qualify players for the World Championship at the end of August, held from the 28th-30th in Tokyo, Japan. According to Dom, this is the apex of mastery in terms of duelling. The Konami team is expecting this to be one of the most diverse and engaging Yu-Gi-Oh! World Championships thanks to the many Decks in the meta now. Duelists can expect to see a lot of variety and variance in Deck building in the build-up to this event.

Shortly after the Yu-Gi-Oh! World Championship conclusion, Konami will start a new season on the European circuit level for the Yu-Gi-Oh! Championship

Series (YCS), not to be confused with the World Championship Series (WCS). The series will be going back to Paris for the start of this new season, and there is an expected level of hype around the event thanks to the French community, which is passionately dedicated and engaged with the Yu-Gi-Oh! Card Game.

Countries like France are community hubs, and Konami aims to hit as many of these big community hubs as it can. Dom explains: "We have a circuit of countries that we tend to stick to, so that involves France, Germany, the UK, Italy and the Benelux region. The European Championship had quite a circuit, but it’s also about hitting as many of those big hubs of players as possible and bringing them in and making them feel accessible, so that people travel in and participate."

Konami hosts a number of side events at these public series to push engagement, like photo opportunities and commercial partners with merchandise, accessories and figurines. "It’s a bit like a convention in a way, and I think that engages with people, so we try and make them as available to as many hubs as possible."

The Yu-Gi-Oh! Card Game is an iconic IP and has been ingrained in these hubs for a long time. As a result, Konami is continuing to develop its emerging markets and push out where it can in a variety of ways. "It’s about longevity and focusing more on cultural aspects. There are longstanding cultural ties to these countries with things like anime and manga, and those tie-ins are not to be taken lightly. The products that we’ve created and introduced are staying relevant in the market.

"The most important thing is that the fans are so passionate, and there’s such a desire and a want for more. Our goal is to continue to give them as much as we can and continue to develop our products and our events, making our playing experiences and portfolio as desirable as possible."

To support this, Konami is placing a focus on its retail channels and strengthening the in-store experience. The brand’s position is quite clear: have a variety of product and a variety of experience to serve all levels of fandom. "No matter which type of retailer you are, there’s always something that fits your channel, and that is really huge for us," explains Dom. "We’ve got the core boosters, the special box products and the accessories, and we want to show retailers that there is a variety of ways to engage and reach users in their channel, so they feel like they know what works for them. We want to ensure that they feel that they have what they need from us as a manufacturer and as an IP partner to provide them products that reach their users."

Looking ahead at the rest of the year, fans will be excited to discover an upcoming product launch titled Magnificent Monsters, releasing on 3rd September. "With the release of Magnificent Monsters, we believe the collectability of our products will take yet another leap forward, as we introduce very special serial-numbered Grand Master Rare cards. These cards will be limited to just 100 copies of each per region, such as Europe. We have seen a huge response to these cards from the fans, with them calling out for more already."

Alongside this release, Konami will be pushing a European-led demo day and retail retention programme. The aim is to drive users attending these spaces to keep them engaged and provide retailers with the tools they need to recruit players, drive engagement and build communities for their space.

This is something that Dom is keen to continue to show

take them for granted; we appreciate all their support, all the feedback we get and all the input they give us in terms of what they’re seeing working in the market. Our demo day and retail retention programme will be vital for us to show them that we hear them, and we want to create these experiences and provide the services they need to grow their community, and I think that they will appreciate that."

This is not something that Konami has typically done before, so the team is watching this space to gage the response.

Dom concludes: "To our retailers – we see you, we believe in you, we want to support you and we’re committed to providing the support you need to continue to expand your business and build your communities."

FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Boxer Gifts, Carrera Revell, Casdon, Goliath, Hasbro & KTL.

fresh

RevellTinyAdventures

Carrera Revell UK • 01296 660 291 office.uk@carrera-revell.com

The popularity of Revell’s ever growing assortment of Harry Potter-themed Tiny Adventures book nooks shows no signs of slowing, with more releases added to the range this year. Following on from the initial releases of Diagon Alley and Quidditch Field, 2026 sees the addition of Hogwarts Castle and the Hogwarts Express plus Gringotts Bank, which additionally doubles as a money box.

In addition to the Harry Potter assortment, Revell Tiny Adventures also offers multiple book nooks from the following franchises: Game of Thrones: House of the Dragon, Disney - The Jungle Book, Disney - The Lion King and The Lord of the Rings. New for 2026 are sets for Bridgerton and Star Wars. Revell Tiny Adventures book nooks are officially licensed products, so quality is assured.

All Revell Tiny Adventures book nooks measure 180 x 110 x 230mm (LxWxH) once assembled, fitting easily on a bookcase, shelf or sideboard to form the perfect display for any fan. Manufactured from real wood, each is laser-cut and UV printed to the highest standard with vibrant colours. Parts are designed in the main to just clip together using a clever locking system and some gluing may additionally be required, depending on the set chosen. Additionally, every Tiny Adventures book nook includes a pre-wired LED lighting kit that’s unique to each; these adding mood lighting that elevates the completed item to a true display piece.

SquishSquad

Boxer Gifts • www.boxergifts.com • sales@boxergifts.com

Boxer Gifts is expanding its fast-growing stress toy collection with a host of playful new designs, bringing even more humour, personality and irresistible Squish Squad to the range.

Highlights include the Licensed Mr Bean Teddy Stress Toy, a squishy take on one of British comedy’s most recognisable companions, combining nostalgia, humour and strong licensed appeal. The strawberry-scented Matcha Squish-Tea taps into the continuing popularity of matcha, bubble tea and cute, food-inspired toys, while the Relaxolotl brings cute character appeal to the collection with an irresistibly squeezable axolotl design. Together, they showcase the variety, creativity and fun at the heart of Boxer Gifts’ growing stress toy range.

These latest additions were recently showcased at trade shows, where they were extremely well received by retailers and buyers. The positive response reflects continuing demand for fun, unique and affordable squishies that create instant engagement and strong impulse appeal.

The new launches form part of a much wider expansion of Boxer Gifts’ stress toy offering, giving retailers fresh options across gifting, toys and impulse displays. Whether shoppers are searching for a desk companion, sensory distraction, novelty gift or simply a quick moment of calm, the collection offers plenty of reasons to pick up, squeeze and collect. With eye-catching designs and concepts that make consumers smile, Boxer Gifts is continuing to make stress relief a fun experience.

Butt Face

Goliath • 01483 449 944 • www.vividtoysandgames.co.uk

Goliath, is bringing big laughs to toy aisles with Butt Face, starring Chester Cheeks, the funny character at the centre of the brand. Chester Cheeks is not an average toy. He is jiggly, full of attitude and ready to become the coolest butt ever. With every squeeze, Chester delivers laugh-out-loud reactions that kids will love. The more they squeeze him, the more he farts. Stop squeezing, and he stops farting. It is simple, silly and addictive.

After he finishes farting, Chester celebrates in Butt Face style with three songs and dances. From his cheeky sounds to his ridiculous moves, Chester Cheeks brings personality, repeat play and the kind of humour kids and adults cannot help but laugh at. Adding more character driven fun, Chester Cheeks includes an in-package collectible bio that introduces fans to his personality, favourite activities, signature moves and laugh-out-loud details that bring the Butt Face world to life.

Butt Face launched nationwide in July with Chester Cheeks bringing a bold new kind of comedy to the toy aisle that is suitable for kids ages 5+. With laugh-out-loud reactions, interactive fart play and three songs and dances, Chester Cheeks will be a popular toy this holiday season for anyone who loves big laughs, silly surprises and a little bit of cheeky chaos.

Which of these people still kisses their parents on the mouth?

Charades with no filter Customisable prompt cards Made for parties

E ective way to distract your opponent in a fight

Something youwouldn’t borrow Grandma’s

People watching meets a party game Produces weird conversations 90,000 name combinations!

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BloomsbyPlay-Doh

Hasbro • 0208 569 1234 • www.hasbro.co.uk

Hasbro has announced the launch of Blooms by Play-Doh, the first-ever Play-Doh line designed specifically for adults. The new collection reimagines the Play-Doh experience as an elevated way to craft realistic floral arrangements, marking the brand’s entry into the adult crafting and home décor space.

For more than 70 years, the Play-Doh brand has been synonymous with hands-on creativity for kids and families. Blooms by Play-Doh builds on that legacy, using the familiar compound to create intentional, lasting pieces. The line also represents a broader step forward for Hasbro as it expands beyond traditional play to engage fans across life stages.

Each Blooms by Play-Doh kit guides users through creating lifelike flowers, from shaping individual petals to arranging a finished bouquet. The process is hands-on and immersive, with step-by-step instructions that make it approachable for beginners while delivering a polished result.

Once complete, creations can be preserved and displayed, offering a decorative piece made entirely by hand. A key innovation is the inclusion of a specially formulated finishing spray, which helps maintain the structure of the flowers over time so arrangements can be enjoyed for months.

This launch comes at a time when adults are redefining how and why they create. Hasbro research across more than 10,000 adults globally shows many are turning to hands-on creative activities to unwind, with roughly one in seven engaging in arts & crafts for stress relief. At the same time, nearly 80% of Gen Z and Millennials report feeling burned out, driving demand for creative outlets that feel both calming and purposeful.

Starting at $24.99, Blooms by Play-Doh kits in a range of sizes and styles are now available at Amazon, Target and Walmart. Select items from the line are also live on TikTok Shop, marking the Play-Doh brand’s first product debut on the platform, meeting consumers where they actively discover and engage with creative content.

Each kit includes everything needed to complete an arrangement, including Play-Doh compound, tools, molds, a vase and finishing spray. How-to videos for each kit are available on the Blooms by Play-Doh YouTube channel.

Casdon • 01253 766 411 • uk@casdon.com

An exciting range of mini fashion-style handbags that children can make and style themselves, My Vibe launched in the UK in July, through distribution partner Casdon. Brand-new to the UK market, the range includes eight stylish handbags designed for children to get creative with. Completely unique in both play pattern and design, each bag features a patented fold-and-clip construction for quick, clean and messfree assembly, making it easy for kids to create stylish accessories they’ll love to wear.

Designed for children aged 6+, the range includes a variety of styles and vibrant colours, inspired by bags from some of the world’s most famous brands, with something for everyone. Children can get creative making their bags, while also collecting the different styles and building out their collection.

Each bag comes deconstructed and is easy to assemble, allowing fashion-savvy children to get creative while making their accessory. Designed with adjustable straps and interchangeable accessories, including rhinestones, charms and pom-poms, the fun with My Vibe is its customisation.

Also part of My Vibe portfolio is a range of key chains (sold separately), the ideal add-on to the custom bags or a trendy clip-on for school backpacks. Little trend setters can choose from a range of colours from black to pink, each complete with a pom-pom and a unique charm.

This launch is a pivotal moment for the Casdon brand, which is celebrating its 80th anniversary this year, as it marks a new category for the business and the first time it has partnered with a manufacturer as its official distributor.

Casdon is a third-generation, family-run business known for transforming iconic household brands and everyday appliances into engaging pre-school role play toys that let little ones explore the grown-up world through play.

With standout shelf appeal, strong repeat-purchase potential and the winning combination of mystery, collectability, sensory play and social shareability, Squishy Nuggies are set to become one of the year’s standout launches in the fastgrowing pocket money toy category. MyVibe

SquishyNuggies

KTL • 01395 234 600 • www.kandytoys.co.uk enquiries@kandytoys.co.uk

KTL is bringing together three of the biggest trends in today’s toy market with the launch of Squishy Nuggies, an exciting new collectible range arriving in the UK mid-August. Combining the thrill of blind-box collecting, the popularity of squishy sensory toys and the strength of the pocket money category, Squishy Nuggies are perfectly positioned to become this season’s next must-have impulse purchase.

Fast-food-inspired squishy toys continue to capture children’s imaginations, while mystery collectibles remain one of the market’s strongest-performing categories. Squishy Nuggies combines both trends, with every blind box containing a surprise character to discover, creating excitement from the very first unboxing.

Series 1 features 12 colourful characters to collect, each with its own unique personality, alongside the ultra-rare Golden Nuggie – the ultimate chase character that collectors will be determined to find. The hunt for the Golden Nuggie encourages repeat purchases and gives retailers a compelling story to share both in-store and online.

As demand for affordable collectibles continues to grow, pocket money toys remain a key driver of impulse sales. Squishy Nuggies delivers the ideal combination of collectability, sensory play and value, making the range perfect for toy retailers, gift shops and convenience outlets alike.

The range is also set to benefit from the power of social media virality. Blind-box openings, trading chase characters and collection reveals continue to perform strongly across platforms such as TikTok and YouTube. Squishy Nuggies has all the ingredients to generate organic excitement as collectors race to complete the set and uncover the elusive Golden Nuggie.

Launching in the UK in mid-August, Series 1 is just the beginning, with additional series already in development to keep collections growing and excitement high.

Wooden Toys

Wooden wonders

The enduring appeal of Wooden Toys lies in their simplicity and versatility, encouraging open-ended play that allows children to use their imagination and creativity to shape their own experiences. Toy World’s Caroline Tonks speaks to a selection of leading Wooden Toys suppliers to learn more about the current trends in the category and how they’re keeping their offering fresh in today’s market.

TThe Wooden Toys category brings a variety of sustainable and eco-friendly options to children’s toy chests. It is a category which remains firmly rooted in tradition, yet it continues to grow as consumers place greater importance on sustainability, educational value and products that can be passed down through siblings or even generations.

One of the biggest trends which Emma Silva, Brand Director at Smart Toys and Games, is currently seeing in the market is the growing demand for sensory-led play. Parents are becoming increasingly aware of the importance of early sensory experiences in supporting cognitive, emotional and physical development, particularly in babies and toddlers. Wooden toys lend themselves naturally to this through their textures, weight, sound and tactile qualities, offering a rich, engaging play experience.

"We’re also seeing a rise in toys that combine sensory exploration with developmental learning, whether that’s through stacking, sound, movement, water play or causeand-effect activities," she says. "To meet this increase in demand, we have launched various new sensory focused products this year including the wooden Outdoor Water Play Table, which combines tactile exploration with causeand-effect learning through water flow, pouring, movement and texture-based play. Products like this encourage children to experiment, problem-solve and engage their senses in a hands-on way, while also supporting fine motor development and imaginative play."

Parents and educators are increasingly looking for products that encourage children to slow down, engage their imaginations and spend more time learning through hands-on exploration. This philosophy has long influenced the Tickit range from Commotion and continues to shape its latest product development. A new set in the Tickit Gem

Building Blocks collection demonstrates this, combining the warmth and tactile quality of natural wood with colourful gem inserts which catch the light and encourage closer investigation. Alongside the visual appeal, the blocks naturally promote problem solving, spatial reasoning and fine motor development as children experiment with different ways to connect, balance and build.

Different Toys has also tapped into the educational play trend this year, with Small Foot developing a range of shape sorting toys and games inspired by the Montessori teaching method. "We know the new Montessori collection will appeal to parents who are looking for toys that will help their children develop and strengthen motor skills, hand-eye coordination and logical thinking," states Sabrina Hayhoe, Head of Sales & Marketing. Highlights from the range include the Montessori Balancing Game with 16 coloured wooden blocks and the Montessori Sorting Game with three drawers in different colours and six matching insertable elements.

PlanToy, distributed in the UK through Little Concepts, celebrates classic childhood development and delivers product that children love to play with. The Pull Along Snail has become a best-seller, encouraging toddlers to develop balance, coordination and confidence as they take their first adventures, while the Sailing Boat Penguin brings bath time and water play to life with a simple design that captures children’s imagination.

Despite Wooden Toys being a traditional category, it remains full of innovation and timeless appeal. Reydon Group’s new Toyfinity range is a key example of this; it was created to help toy retailers offer a fresh, modern alternative. Designed to combine the charm of classic wooden toys with modern styling and retail-ready presentation, the new range has been developed to help retailers refresh their offering with products that appeal to today’s families while

retaining the nostalgic play value that has made wooden toys a perennial favourite.

Different Toys keeps its wooden toy offering fresh by introducing themes into its collections that resonate with children. "Our Dinosaur collection is very popular and this year we’ve launched a selection of Safari inspired toys," explains Sabrina. "Point of sale is an important factor in marketing and we know how successful our wooden letters and trains displays are and how striking these look on counters at retail. This really helps to drive sell through."

"The key is blending timeless play patterns with contemporary design and innovation," echoes Emma. Hape brings this to life through fresh colour palettes, trend-led themes and toys that support modern developmental needs. "When it comes to marketing, showing the toy in action is crucial. Parents want to see how a child engages with it and what skills it supports. Video content, lifestyle imagery and clear developmental messaging are especially effective, helping consumers connect emotionally with the product and understand its value."

Aesthetics also play a huge factor in the Wooden Toys category. Parents are drawn to toys that not only offer developmental value but also look beautiful in the home. Wooden toys naturally bring a warmth, simplicity and a premium feel - this is especially important for baby and preschool toys, as they are often left visible in living spaces.

Clean design, natural materials and contemporary colours can strongly influence first impressions, especially online or on social media. However, aesthetics alone are not enough. The most successful products combine visual appeal with strong play value, ensuring design enhances the experience rather than replacing it.

As readers continue through the following pages, they will find the latest products that the Wooden Toys category has to offer for the rest of 2026.

Wooden Toys Commotion

01732 225 821 | www.commotion.co.uk info@commotion.co.uk

As conversations around children’s wellbeing and screen time continue to evolve, wooden toys are enjoying something of a renaissance. Parents and educators alike are increasingly looking for products that encourage children to slow down, engage their imaginations and spend more time learning through hands-on exploration. It’s a philosophy that has long underpinned the Tickit range from Commotion, and one that continues to shape its latest product development.

Arriving in late July and early August, just ahead of the crucial Christmas buying period, three new FSC-certified wooden additions build on some of Tickit’s most established and successful collections. Rather than reinventing the wheel, each new launch extends a proven range, offering retailers fresh talking points while giving children even more opportunities for open-ended, purposeful play.

Polar Island joins the much-loved small world environments alongside Lighthouse Island and Woodland Trail Treehouse. Rich in detail but deliberately open to interpretation, it provides an inviting backdrop for imaginative storytelling, whether children are creating Arctic adventures, discovering wildlife or simply inventing worlds of their own. Small world play remains one of the most effective ways to nurture language, social interaction and creative thinking, allowing children to lead the narrative at their own pace.

Construction play also receives a fresh addition with the arrival of Gem Puzzle Blocks. Expanding the popular Tickit Gem Building Blocks collection, the new set combines the warmth and tactile quality of natural wood with colourful gem inserts that catch the light and encourage closer investigation. Alongside the visual appeal, the blocks naturally promote problem solving, spatial reasoning and fine motor development as children experiment with different ways to connect, balance and build.

The third new arrival, Ocean Discovery Dividers, extends another well-established Tickit favourite. Joining the Farm, Castle, Town, Jurassic and Space Discovery Dividers, the colourful new ocean-themed set creates an engaging framework for small world play while introducing conversations around marine habitats, wildlife and the natural environment. Like the wider Discovery Dividers collection, the beauty lies in their versatility: there are no prescribed outcomes, leaving children free to create, collaborate and explore wherever their curiosity takes them.

That freedom is becoming increasingly valuable. As the slow-play movement gathers momentum, many families are consciously choosing toys that reward concentration over instant gratification and imagination over passive entertainment. Wooden toys have always offered a reassuring antidote to the pace of modern childhood, combining longevity, tactile appeal and enduring play value in a way few materials can match.

Every new wooden Tickit product is made from FSC-certified wood, reflecting Commotion’s ongoing commitment to responsible sourcing as well as thoughtful design. The result is a collection that feels both timeless and relevant, supporting children’s development through play while giving retailers a strong seasonal story to tell.

Reydon Group

Reydon Group has expanded its growing toy and games portfolio once again with the launch of a new Toyfinity wooden toys range, created to help toy retailers offer a fresh, modern alternative within the traditional play category.

Designed to combine the charm of classic wooden toys with modern styling and retail-ready presentation, the new range has been developed to help independent toy retailers, garden centres, gift shops and department stores refresh their offering with products that appeal to today’s families while retaining the nostalgic play value that has made wooden toys a perennial favourite.

The launch represents another exciting addition to Reydon’s expanding toys and games portfolio, reinforcing the company’s commitment to delivering commercially successful ranges that meet evolving consumer trends whilst offering excellent value and dependable stock availability for retailers.

The collection features a carefully selected range of family favourites including Wooden Bowling, Ring Toss, 4-in-a-Row, Croquet, Junior Golf, Tumbling Tower, Dominoes and other classic games that encourage active, social and imaginative play. Suitable for both indoor and outdoor use across many of the products, the range has been designed to provide hours of family entertainment whilst promoting coordination, problem-solving and interactive play.

A key feature of the collection is its fresh, contemporary aesthetic. Rather than relying on traditional packaging and dated product presentation, the Toyfinity wooden toys range has been developed with a modern look and feel, featuring attractive designs that stand out on shelf and appeal to today’s parents and gift buyers. The clean branding and premium presentation make the products equally at home in specialist toy retailers, lifestyle stores and gifting environments. With growing awareness around sustainability and product longevity, wooden toys continue to enjoy strong consumer demand.

For retailers, the range offers more than just attractive products; it provides an opportunity to capitalise on one of the toy industry’s strongest continuing trends. Parents are increasingly looking for toys that encourage children to step away from screens, play together as families and enjoy experiences that develop creativity, coordination and communication. Traditional wooden games answer that demand, while remaining accessible across a broad range of price points.

With Reydon’s trade-only supply model and dependable wholesale service, the range is positioned as a strong commercial opportunity for retailers seeking quality, accessible alternatives to mainstream plastic toys.

Wooden Toys A.B.Gee

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk

As consumer demand continues to shift towards toys that combine play value with durability and sustainability, wooden toys remain a key category for retailers looking to offer products with lasting appeal. A.B.Gee’s extensive Tooky Toy collection continues to demonstrate why wooden toys have become a staple within the preschool and educational sectors, blending engaging play experiences with timeless design.

For autumn/winter 2026, the range welcomes several exciting new additions inspired by everyday activities and imaginative role play. Among the standout launches is the Wooden Air Fryer Set, reflecting one of the most popular kitchen appliances found in modern homes. Designed to encourage creative role play, the set includes realistic accessories that allow children to mimic food preparation while developing fine motor skills and social interaction.

Another seasonal highlight is the Camping Stove Set, which taps into the growing popularity of outdoor adventures and family camping experiences. Featuring wooden cooking accessories and role-play elements, the set encourages storytelling and imaginative exploration, whether children are recreating camping trips or inventing adventures of their own.

The new Wooden Coffee Machine brings café culture into the playroom, offering youngsters the opportunity to serve up imaginative coffees and drinks. Complete with accessories and tactile play features, the set supports communication skills, creativity and collaborative play.

Rounding out the new launches is the Busy Driving Board, an engaging activity toy packed with interactive features designed to captivate curious minds. With steering, switches, moving components and sensory elements, the board provides hands-on play that helps develop coordination, concentration and problem-solving skills while satisfying children’s fascination with vehicles and transport.

The enduring appeal of wooden toys lies in their simplicity and versatility. Free from excessive electronic features, they encourage open-ended play, allowing children to use their imagination and creativity to shape their own experiences. Wooden toys are also valued for their durability, often becoming long-lasting favourites that can be passed between siblings or even generations.

As parents increasingly seek toys that combine educational benefits with sustainable materials and strong play value, wooden ranges continue to perform strongly at retail. With its latest additions, A.B.Gee’s Tooky Toy collection offers retailers fresh opportunities to capitalise on this growing demand while delivering engaging products that resonate with modern families.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

There are plenty of wooden toys to be found at Rainbow Designs. Focused on characters like Bing, Peter Rabbit and The Very Hungry Caterpillar, these playful and engaging wooden toys have been created specifically for pre-schoolers and are brimming with developmental features.

The popular reimagined Bing range, adapted from Ted Dewan’s much-loved books for television, has captured the hearts of preschoolers. The range brings meaningful moments to life with a line of beautifully designed wooden toys tailored specifically for toddlers. Ideal for curious hands and growing imaginations, the best-selling Bing Wooden Busy Board has been designed to support creativity, sensory exploration and fine motor skills, with cogs to turn, beads to move and doors to open revealing hidden surprises. The range also includes the Bing Wooden Shape Puzzle and Bing Multi-Layer Wooden Shape Puzzle, that has been designed to intrigue and surprise with layers of discovery, encouraging exploration, matching and early learning through tactile, hands-on play.

The Peter Rabbit wooden toy range is exceptionally popular with pre-schoolers and has been designed to help aid the development of fine motor skills, as well as matching and counting skills. The range includes the beautifully illustrated Picture Dominoes and Wooden Shape Sorter featuring Peter Rabbit and his sister Flopsy Bunny, alongside friends Benjamin Bunny and Jemima Puddle-Duck. There is also Wooden Picture Blocks, featuring both letters and numbers for a fusion of learning and play, as well as the Peter Rabbit Wooden Bookends, that make the perfect addition to any playroom.

The fun and vibrant The Very Hungry Caterpillar wooden toy range features the best-selling The Very Hungry Caterpillar Wooden Pull Along that little ones just love to take for a walk. The range also includes a Wooden Shape Sorter Puzzle featuring some of the tasty foods the Caterpillar eats on his journey, ideal for aiding dexterity and hand eye coordination as well as early counting skills. Also available is the colourful Picture Dominoes Set, ideal for encouraging early matching skills.

Wooden Toys

Different Toys

07826 844 824 | www.differenttoys.co.uk | sabrina@differenttoys.co.uk

The Small Foot wooden toy collection, distributed by Different Toys in the UK and ROI, is full of unique toys designed to entertain, educate and support children in playful learning. From developmental toys for infants to playsets and games for young children, the Small Foot catalogue covers a variety of categories and offers plenty of choice for retailers.

The Different Toys team has carefully curated a selection of Small Foot’s best-performing wooden toy themes for the 2026 launch and is focusing on the Montessori, Safari and Dinosaur collections.

The Montessori range was well received at May’s Toymaster Show and includes robust, durable and softly coloured learning toys ideal for early child development. A variety of high-quality shape and sorting games promote fine motor skills and hand-eye coordination and teach children about colours, shapes, balance and problem solving. Highlights include the Montessori Balancing Game with 16 coloured wooden blocks and the Montessori Sorting Game with three drawers in different colours and six matching insertable elements for shape fitting fun.

The Safari collection also proves popular with customers thanks to the lovingly detailed animal motif decoration in a modern colour scheme. The Noah’s Ark shape fitting game with animal figures helps inspire children’s imaginations and encourages them to tell stories and other key products are the Hammering Game, Wobbly Wall, Dancing Animals with Noises and Hopping Animal Shapes Game.

In the world of Dinosaurs, the prehistoric themed wooden collection includes the Dino Balancing Game that challenges young children to stack the eggs, so they don’t fall off and the Dino Memory Puzzle that comes with surprise dinosaurs underneath the beautifully crafted egg puzzle pieces. The Dinosaur Wooden Building Blocks set contains a large selection of differently-shaped blocks, six dinosaur figurines and two dinosaur eggs all housed in a handy storage tub.

Continuing the construction play pattern, Small Foot offers three sizes of natural wooden building blocks available in linen drawstring bags of 50, 100 and 200 differently shaped blocks. Other traditional wooden toys in the 2026 UK range are the Rainbow Wooden Building Blocks, Rainbow Run Sounds and Rainbow Rainmaker and a selection of wooden vehicles ideally suited for little hands, including tow truck, tractor, excavator and car transporter. Different is also introducing some of Small Foot’s traditional novelty pocket money lines in CDU, such as dancing flowers, pull back animals, wooden caterpillars, baby bells and stacking towers.

A new addition to the playset range for this year is the fully equipped wooden Fire Station that combines action and imagination. It features a battery operated light and sound module for realistic missions and comes with fire engine, helicopter with winch, hydrant with hose and lots of accessories. There are also workbenches for budding builders, doctor and vet playsets, a mud kitchen and shop for outdoor adventure and a wooden laptop with magnetic board for educational fun and realistic play.

Ravensburger

01869 363 830 | www.ravensburger.com

The adventures in Brio World are set to turn futuristic with the introduction of a new Space-themed line-up this autumn. With an offering spanning a range of price points, the series celebrates an outer-space world that will spark pre-schoolers’ imaginations. Combining all the fun of wooden railway play that fans of the brand know and love, with exciting and imaginative space-theming, Brio World invites children to unleash their creativity once again. The 40-piece Space Station Set centres around a high-tech space lab with elevated planetary railway. The astronaut figure is accessorised with a removable space suit. The set includes a Space Rover. It’s a useful vehicle to travel around the planet’s surface, and there’s even a friendly glow-in-the-dark alien to keep cosmic explorers company.

Also in the collection is the Space Shuttle. This interactive vehicle takes preschoolers on an intergalactic journey like no other.  With plenty of moving parts and actions for small hands to explore and activate, children can open the doors to load up, then launch the shuttle to trigger lights and hear engines roar. There’s room inside for the astronaut with their detachable space suit. While there’s work to be done in outer space, they can be tethered to the shuttle with the magnetic attachment.

The Brio World Space series line-up also includes the 23-piece Space Exploration Set and the Space Rover is also available as a standalone set. Like all Brio World products, they’re compatible with other sets, enabling children to craft their unique play world however they would like. Impactful packaging design across the series offers stand-out in store and the range will be supported with an extensive digital marketing and PR programme.

With Peppa Pig and family joining the Brio World line-up in spring, another hit pre-school property is added this September with the introduction of the 15-piece Bluey Train Set. The set includes Bluey and Bingo figures, a colourful train and passenger wagon, in addition to the family car, accessories and wooden track pieces. Little ones can enjoy outback adventures with fun, show-inspired details. The Bluey Train is also available as a standalone item and includes Bluey and Bingo figures along with fun accessories.

Wooden Toys Little Concepts

01172 302 112 | www.littleconcepts.co.uk | hello@littleconcepts.co.uk

Wooden toys have enjoyed remarkable longevity, but their enduring popularity isn’t simply a matter of nostalgia. Today’s parents are looking for toys that combine lasting quality with meaningful play, sustainable credentials and timeless design. As exclusive UK distributor for both PlanToys and Candylab, Little Concepts is proud to represent two brands that continue to redefine what modern wooden toys can be.

Since 1981, PlanToys has been setting the global benchmark for sustainable wooden toys, with every product being designed and manufactured in the company’s own factory in Thailand. Environmental responsibility is woven into every stage of production, from reclaiming rubberwood trees that no longer produce latex, to using chemical-free kiln drying, non-toxic water-based colours and PlanWood, an innovative material created from surplus sawdust.

PlanToys also continues to deliver on products that children genuinely love to play with. The Pull Along Snail has become a perennial best-seller, encouraging toddlers to develop balance, coordination and confidence as they take their first adventures. The Sailing Boat Penguin demonstrates the versatility of PlanWood, bringing bath time and water play to life with a beautifully simple design that captures children’s imagination. Meanwhile, My First Camera transforms imaginative role play into a tactile experience, complete with a rotating kaleidoscope lens that encourages curiosity without relying on batteries or screens.

Where PlanToys celebrates classic childhood development, Candylab brings a contemporary design aesthetic to the wooden toy category. This year sees the arrival of Candylab’s officially licensed Volkswagen Capsule Collection, recreating some of VW’s most iconic vehicles in beautifully crafted wooden form. From classic Beach Buses to instantly recognisable camper vans, the collection combines nostalgic appeal with modern design, creating gift-worthy products that resonate with families across generations.

Joining the range is Toons, Candylab’s newest collection of small cars with big attitudes. Produced at a slightly larger scale than traditional 1:64 die-cast vehicles, Toons combines the tactile warmth of painted wood with a more robust construction and vibrant character designs. Now 20 vehicles strong, with further additions planned, the range delivers collectability, affordability and everyday play value in equal measure.

Together, PlanToys and Candylab demonstrate the breadth of today’s wooden toy market. One leads through sustainability and developmental play, the other through design innovation and collectability, yet both share a commitment to creating products that inspire creativity, encourage open-ended play and are built to be treasured long after the latest plastic toy trends have passed. For UK retailers, they represent two of the strongest examples of why wooden toys continue to earn their place on shelves, and in family homes, year after year.

Smart Toy and Games

01903 885 669 | uk@smart.be

As Hape celebrates its 40th anniversary in 2026, the brand continues to demonstrate why it remains a leading names in wooden toys. Built on four decades of creating thoughtfully designed, high-quality play experiences, Hape’s commitment to innovation, sustainability and child development remains as strong as ever.

This year has seen particularly impressive growth within Hape’s infant toy collection, reflecting increasing demand for developmentally focused toys from the earliest stages of childhood. With products designed from 0 months onwards, the range supports key developmental milestones while maintaining the premium quality and engaging play value that retailers and consumers have come to expect from the brand.

One of Hape’s greatest strengths is the breadth of categories it covers. From infant and toddler toys through to railways, role play, educational toys, puzzles, musical instruments and outdoor play, Hape offers retailers a comprehensive portfolio that appeals across multiple age groups and play patterns.

Among the highlights of the 2026 Toddler collection are the new Grow With Me Blocks. This 80-piece set combines classic wooden block play with an activity guide featuring age related games for children, alongside helpful information for parents to support their understanding of how play evolves as children grow. The new Whizzy Wheels range offers colourful, impulse-friendly toddler toys with excellent shelf appeal. Dynamic Dominoes continues to be a timeless best-seller, delivering classic construction play that has proven popular year after year.

The railway category remains a key pillar for the brand, with exciting additions including the new Dinosaur Train Bucket Set, which combines children’s enduring fascination with dinosaurs and railway adventures in a convenient storage format. Alongside this, the Portable Train Station Set continues to be a strong-performing line, offering compact, imaginative railway play.

Hape’s expanding infant collection also welcomes the Grow With Me Push Walker, launching this autumn to support little ones as they build confidence with their first steps, alongside the Spinning Drum with Mirror, which encourages sensory discovery through sound, movement and reflection. Outdoor play also remains a key focus. Hape’s beautifully crafted Mud Kitchen encourages openended, imaginative play while helping children connect with nature through sensory exploration. Joining the range this summer is the new Multifunctional Water Table, designed to inspire hands-on STEM learning through water play, experimentation and creative discovery, making it a standout addition for families seeking engaging outdoor activities.

As Hape enters its fifth decade, the brand continues to balance heritage with innovation, delivering wooden toys that inspire creativity, support development and offer lasting value. With a diverse portfolio spanning infant, toddler, railway, outdoor and educational play, Hape remains a trusted partner for retailers looking to maximise opportunities within the growing Wooden Toys category.

Celebrating 40 years of love play, learn.

Allegedly

I attended the Hasbro Licensing Partner Day last month. I truly appreciate a licensing company that values its partnership with trade media by inviting – rather than excluding – its key media partners to events like this. It’s not as if I would ever be daft enough to break any embargoes (duh), and it certainly helps us to understand the roadmap of where brands are going over the coming years. So, no spoilers, but there will certainly be plenty of great developments to share in the fullness of time. It was also good to see toy companies well represented in the Hasbro Partner Awards, with Vivid Goliath being recognised for its innovation on the Peppa Pig Doodle Town Arts & Craft range, and Character Options receiving the award for hardlines partner of the year. This is a particularly poignant achievement: when Hasbro took the Peppa Pig master toy range back in-house a few years ago, it was not the best news for Character. However, the two sides kept talking and found a way for Character to still play a pivotal role in the brand’s ecosystem, which has been a great long-term result for both parties…

I was pleased to see that Keel Toys emerged victorious over our old 'friends’ at Jellycat, after the Nuremberg Court of Appeal ruled that a plush version of a common bakery item with human elements is not protectable, and the general idea cannot be monopolised by IP rights. This ruling was important on a number of levels: first and foremost, it’s a victory for common sense. Richard Keel is absolutely right – if Keel Toys Ltd had not won this appeal against Jellycat, it would have created a very dangerous precedent. Overreach can be a major issue when it comes to IP protection – as this case proves. We know that counterfeit products are a major issue in the toy market, but it’s also an extremely complex subject with many grey areas. Jellycat isn’t the first company to insist it "invented" a category, when the basic idea had been around for years – and it surely won’t be the last either. The difference between following a trend and copying can sometimes be hard to define, and while every company understandably wants to protect its IP, it’s important not to cross the line. On that note, I think it’s particularly unfortunate that such an aggressive public display of enforcement was made on the Keel stand in Nuremberg –the very visible arrival of a bailiff accompanied by six police officers might be the textbook definition of 'heavy-handed’. And although the product did not ultimately infringe any rights, the fact that this display of force was witnessed by anyone in close proximity is still potentially reputationally damaging. Perhaps something for the organisers to think about…

There have been reports that Tesco is considering a sale of its central and Eastern European business. The retailer is said to be working with bankers on options for a sale which would bring to an end its 30-year attempt to build an international retail estate. At one stage, some prominent, well-known toy buyers were involved in the Tesco CEE business, but to be fair, I haven’t heard much about it for a while, so I am not sure how much of a loss it would be to toy companies…

We revealed last month that The Entertainer has decided to withdraw from its trial arrangements with Modella covering the TGJones and Hobbycraft stores. As Andrew Murphy explained: "The Hobbycraft trial, while successful in sales terms, could not move forward due to differences of opinion over the breadth of the range that should be offered.

In TGJones, while we very much enjoyed the opportunity to improve the range and retail standards delivered under the TRU fascia, the termination of the pilot reflects our commercial judgement about the revenue we think it will be possible to generate from what will clearly be a diminished estate going forward." Andrew’s confirmation coincided with the announcement that the TGJones restructure had been approved by the courts, a programme which will almost certainly result in the closure of up to 150 stores. That’s a very different proposition to the one The Entertainer originally signed up for, so you can understand its reticence to continue with the arrangement. As for what happens to TGJones’ toy department now, who knows – will the retailer’s own buying team assume responsibility for stocking the shelves? And if so, how difficult will it be to secure stock, given the potential issues with credit insurance that I am hearing about…

Alongside the proposed store closures, the TG Jones restructure programme will mean around 120 landlords will receive no rent payments for up to three years, while rents at hundreds of other locations will be reduced by between 15% and 75%. Whether this is fair to other retailers which are honouring their agreements is an interesting debate…

A slightly concerning situation is also playing out at Asda, which has posted a pre-tax loss of £989m in its latest accounts – a 65% heavier loss than in 2024. People will talk of the threat from Aldi and Lidl and other contributory factors - although dig a little deeper and you might arguably conclude that this isn’t predominantly a trading issue. Interestingly, after taking the business over, the Issa brothers sold the freeholds to a US company in leaseback deals (so they are now renting their own stores) and took big loans against the remaining revenues, before cashing out their initial investment. All perfectly legal of course, but even so, I wonder if I am alone in thinking something doesn’t feel quite right here…

Sainsbury’s makes a return to Allegedly for the second month running. Following last month’s 25% off sale of Toy Story 5 merchandise ahead of the release of the movie, the grocer courted controversy again last month with a major sale of Lego product, which appeared to involve excess stock left over from Father’s Day. TikTok poster ’brickswithabudget’ highlighted around 70 items being reduced, including many significantly discounted on clearance (some almost certainly cheaper than you could buy them directly from Lego). Independent retailers weren’t sure whether to be upset about the heavy discounting of relatively current lines, or to go and top up their stock levels at rock-bottom prices. Although I did quite like the suggestion from one specialist online retailer: "I think we need an industry counter – every time Sainsbury’s offers crazy discounts, the toy industry banana truck should pull up outside one of their mega stores and give out free bananas. We buy them in bulk and accept a zero margin." Now, although I appreciate this is largely meant as humour, I actually quite like the concept. Why stop at bananas (presumably when a Minions movie is released for maximum effect)? Why not give out free flowers or chocolates ahead of Mother’s Day? Maybe even make it an industry PR campaign, to highlight the damage done to specialist toy retailers by mixed retailers offering cut-price deals. We’re not going to stop them doing it, obviously, but it might give consumers something to think about.