Toy World Magazine February 2026

By the time this issue lands on desks, the Christmas and post-Christmas sales periods will be something of a distant memory; hopefully a positive one for most toy retailers. The extended run-up to the big day – with many consumers having five work-free days in which to finish their festive shopping – should have rounded 2025 off nicely, while I saw plenty of evidence on social media suggesting that footfall and sales in the week after Christmas were healthy.

As we enter the New Year, Lego’s January launches are always eagerly anticipated by retailers, as they are a great footfall driver. Many kids (and adults for that matter) hit the stores with money or vouchers to spend, and Lego’s new introductions are a perennial draw for consumers. As Toy Barnhaus confirm in this month’s column, the new Lego Speed Champions lines, especially Lightning McQueen and the Back to the Future Car, are already flying out, as are the ever-popular Lego Collectible Minifigures.

But this year, Lego had another major announcement up its sleeve – the launch of the groundbreaking new Lego Smart Play platform. First products won’t be arriving in stores until March, but the range made its public debut at the CES show in Las Vegas and is already available to pre-order. The new range certainly made waves at CES – it has been many years since a toy product was one of the main headlines from the show, but Lego secured major global coverage on the back of its presentation in Vegas. And to help those of us for whom a trip to Nevada isn’t feasible, Lego helpfully arranged a presentation the following day in London, so journalists could see the product being demonstrated at close quarters and hear more about the patented technology and why Lego believes it represents the future of play.

It was a great opportunity to engage with some of the people from Lego who have been involved in the development of the brand from the very start (it’s been almost a decade in the making), as well as key executives from Disney, as the first Smart Play sets will feature the iconic Star Wars brand. The range is only being launched in six markets this year – the UK, US, Germany, France, Poland and Australia – to ensure a smooth and successful rollout.

Lego Smart Play is undoubtedly a game-changer: kids can see their toys come to life and effectively “play back” with them, as the system responds in real time to how the toys are being moved and played with. Cutting-edge technology takes the concept of interactivity to a whole new level, and the fact

it is screen-free, and the system is compatible with existing Lego bricks, means it will keep kids playing with physical toys and using their imagination, which is something I am sure every parent will appreciate. You’ll be able to see it being demonstrated at Olympia and in Nuremberg, and you can see for yourself why Lego is so excited about its potential and where it could potentially evolve in the future. For now, we eagerly await its arrival on shelves in the run-up to Easter, and the excitement and buzz it will generate amongst consumers can only be good for the toy market as a whole.

This month’s edition arrives with you a little earlier than usual, as it includes our preview of Spring Fair, which opens on 1st February this year. Following on from the London and Nuremberg Toy Fairs, the show provides retailers with another opportunity to seek out new ranges to freshen up their portfolios.

I’ve already seen people discussing the timing of the shows and, in particular, which ones are deemed by some to be ‘too late’. Now, I appreciate that what constitutes the right timing for some retailers won’t work for others – each individual retailer has to make the call based on their own business model. All I will say is this… even by the end of February last year, was anyone talking about Labubu? And when did KPop Demon Hunters enter the conversation? Funko’s Andy Oddie told me that despite only being available for a very brief window at the end of 2025, it was Funko’s biggest licence of the year, with over 90% sold through in stores by Christmas. Trends remain vital for the toy industry, and they’re hitting quicker than ever, with less build up – many seem to come ‘out of the blue’ with no prior warning or advance hype.

Presumably retailers of all sizes in all countries have to bear this in mind when allocating budget – I can’t believe that the likes of Walmart and Target genuinely max out their toy budget before the year has even started, cutting themselves off from capitalizing on short-term crazes and fads. Of course, there’s a big difference between the core range and the incremental opportunities – no retailer can afford not to have a plan in place for a large part of its portfolio. But if major companies like Hasbro are holding back all of their new launches until New York Toy Fair (as I gather is the case this year), surely that means the show isn’t too late for them and their customers? So, whether you have already finished your trips to Q1 trade shows or are heading to Birmingham or New York in the coming weeks, I hope you find plenty of inspiration and exciting new products to bring to your customers over the coming months.

The Lego Group introduces Lego Smart Play

The Lego Group has unveiled Lego Smart Play, a new interactive platform set to transform Lego play experiences for kids and families. With this innovation, builders can bring their Lego creations to life in ways they’ve never imagined, representing one of the most significant evolutions in the Lego System-in-Play since the introduction of the Lego Minifigure in 1978.

Designed to inspire children, Lego Smart Play turns their imaginative ideas into reality, bringing creations to life with moments of surprise and discovery. The combination of Lego Smart Play’s platform elements – the Lego Smart Brick, Lego Smart Tags and Lego Smart Minifigures – react in real time to bring an interactive play experience full of exploration and imaginative storytelling. The new platform features more than twenty patented world-firsts within its technology, and the Lego Smart Brick is powered by a custommade chip, measuring smaller than a standard Lego stud. The technology has been developed by the Lego Group’s Creative Play Lab team to enable responsive physical play.

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

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

The first Lego Smart Play building sets announced will feature St ar Wars and will launch on 1st March 2026, in select markets. Fans can unlock Smart features such as Lightsaber hums with the Smart Minifigures of Darth Vader and Luke Skywalker, the engine roar of the A-wing and even listen to The Imperial March with Emperor Palpatine sitting on his throne. Lego Smart Play will continue to expand through new updates, launches and technology, with the Lego Group set to reveal more additions in the future.

Jazwares announces departure of senior leadership

Founder and CEO, Judd Zebersky, and president, Laura Zebersky, have announced they will leave the company effective 20th March 2026. David Neustein, chief Operating officer, will be assuming the role of CEO.

“We are incredibly proud of what the team has built, including turning Jazwares into a global leader in the toy industry and building Squishmallows into a cultural phenomenon. We are excited to announce that David Neustein, a key leader for the past 14 years, will be assuming the role of CEO. We have complete confidence in David’s leadership and vision as Jazwares enters its next chapter,” said Judd Zebersky. Since launching Jazwares nearly 30 years ago, Judd’s vision has grown the company into a leading global powerhouse with an award-winning, robust portfolio of wholly owned and licensed brands in the toy and consumer products industry. Under

Judd’s leadership, Jazwares has been recognised as one of Time’s Time100 Most Influential Companies, Fast Company’s Best Workplaces for Innovators, Fortune’s Best Workplaces in Manufacturing & Production and as a Certified Great Place to Work.

Following a successful 13-year career as a highly regarded trial attorney, Laura joined the company in 2005 and began her career at Jazwares in licensing. Her unique ability to create meaningful consumer experiences led Laura to her role as president and chief Commercial officer.

In a joint statement, Judd and Laura Zebersky said: “Our gratitude goes out to the entire team, the Jazmanians, for their passion, collaboration and humility, which are the heart and soul of the company. We also thank all our long-term partners, licensors, retailers, vendors and factories, whose trust and consistency have helped us scale, diversify and deliver experiences that touch the lives of millions. Finally, we thank Berkshire Hathaway, whose stewardship, trust and shared principles have strengthened the company’s future.”

Goliath acquires Crazy Aaron’s in global deal

Goliath has announced the acquisition of Crazy Aaron’s, home of the original Thinking Putty, Land of Dough and Slime Charmers. The move builds on the previously announced European distribution partnership with Crazy Aaron’s, evolving a regional alignment into a worldwide growth platform under Goliath’s leadership.

“We're very proud to have Crazy Aaron’s join the Goliath Group,” said Jochanan Golad, CEO of Goliath. “Aaron Muderick is an inspiring, creative and thoughtful leader who has built something very special: a brand that has grown from specialty into mass market, with well-known, high-quality product. We can confidently say that Crazy Aaron's Thinking Putty is the No.1 putty product on the market today, giving joy to millions of fans every year.”

“Since day one, I’ve chased that ‘I have to touch this’ feel for putty,” commented Aaron Muderick, founder and executive chairman of Crazy Aaron’s. “This partnership means more opportunities to invent, to delight and to introduce remarkable toys into more hands around the world.”

Crazy Aaron’s will operate as its own division under Goliath, continuing to develop breakthrough formulas and fresh themes for fans from its brand headquarters in Philadelphia. As the brand scales, Goliath and Crazy Aaron’s will collaborate more closely across R&D, innovation and international markets.

The acquisition advances Goliath’s expansion into new toy categories, building on the company’s previously announced move into toys. “As we continue our expansion, Crazy Aaron’s perfectly aligns with our strategy," added Brian Weiss, president of Goliath North America and Global Toys. "Building on the success of TOTY-nominated Jelly Blox and Clickeez, our newest collectible, this reinforces Goliath’s position in sensory and collectible play across global retail.”

For more information, call 01483 449 944 or visit www.vividtoysandgames.co.uk

newsanalysis

Evolve Media on the future of kids’ advertising

Julia Reip, VP of Sales UK and EMEA for Evolve Media, shares with readers how Play Their Way, the company’s main principle that focuses on engaging children when they’re consuming content, can outperform current approaches to kids’ advertising.

Kids don’t live in channels; they live in motion. They move seamlessly between watching, playing, creating, copying and sharing, often simultaneously. Planning media in silos doesn’t just reduce efficiency, it breaks the experience.

That’s why everything done at TotallyKidz, the kids and family arm of Evolve Media, one of the first global portfolios for family, kids and experts in marketing to children and their primary carers, is built around one simple principle: Play Their Way. This means respecting how children actually engage and recognising that relevance in kids’ advertising comes from context, care and human insight, not tech alone.

Kids today are active participants. Around 42% of children aged 08 play video games, with 72% of 58year-olds gaming weekly. Older kids are even more immersed. Gaming is where attention happens. Kids aren’t passively consuming content; they are solving, experimenting and engaging. Brands win when they build connected ecosystems that reflect this behaviour, rather than forcing linear, outdated funnels.

Play Their Way is not just about where kids play, but how and why. Within COPPA and GDPRK guidelines, TotallyKidz micro-targets audiences contextually, aligning brands to gameplay style, themes and age suitability. Algorithms alone cannot interpret nuance, so it invests in real game testers who painstakingly review and categorise the portfolio. This human layer allows the company to tailor creative with precision. Play Their Way is the human touch at scale.

Kids reject anything that feels unnatural in gaming and video environments. For example, whilst 3D games have their place, to be truly relevant to a 4–6-year-old, then 2D simple mechanics, clear goals and cause-and-effect play drive attention, memory and brand lift. The content has to be as accurate and well thought through as the context.

Influencer and real-kid content fits naturally here, yet it’s rarely used in free-to-play web gaming and in-app gaming formats. Kids trust kids, and 24% of UK children discover new brands via influencers. TotallyKidz has extended storytelling into playable environments where influence meets hands-on discovery, as proven with the launch of Roblox Moments, showing the power of blending gaming and creativity. Kids capture, share and discover gameplay highlights, creating opportunities for brands to connect where kids already are.

Kids don’t move in straight funnels. They see it, want it, play with it. TotallyKidz layers influencer content to spark desire, bold, impactful display formats to deliver clarity, and playable experiences to deepen engagement. It builds play-led ecosystems designed to outperform standard kids’ media plans and stands behind it.

To discover how Play Their Way can outperform current approaches, contact Julia on julia.reip@evolvemediallc.com

Major staff changes at The Entertainer

Group CEO Andrew Murphy made the following announcement to the staff of The Entertainer:

“During the autumn, Brian Proctor (chief Product officer), Heather Robbins (acting chief Commercial officer) and Sarah Cannon (director of Trading) each, separately, let me know of their intention to pursue opportunities outside of TEAL Group. While disappointed to be losing talented and valued colleagues, I am grateful for the great work they've done over the last few years to help transition our Buying & Merchandising operations from the Grant family's leadership, and I wish them well in their new ventures.

"I've taken the opportunity presented by these departures to restructure the Group's Commercial function and am in the process of recruiting to make permanent leadership appointments. In the meantime, to ensure we accelerate into the new trading year, drawing on the depth of talent we're fortunate to have within the Group, I'm pleased to confirm the following temporary arrangements.

"In addition to his current responsibilities for International Commercial, Geoff Sheffield will assume the additional role of Acting Buying director – leading the Buying, Licensing and Quality Assurance Teams. Lisa Hollidge will expand her existing remit to lead Trading and Merchandising across all channels, as Acting Trading and Channels director. Both Geoff and Lisa will report to me, and the changes will take effect from Monday, 2nd February.”

The Entertainer has reported an encouraging performance over the nine weeks to 3rd January (covering Black Friday month and December) with stores trading +3.5% up on the previous year.

Mattel introduces first-ever Autistic Barbie

Mattel has announced the release of the first-ever Autistic Barbie doll, which has been developed in partnership with the Autistic Self Advocacy Network (ASAN), a non-profit disability rights US organisation run by and for autistic people that advocates to empower the autistic community.

The doll features intentional design choices that authentically reflect some experiences autistic people may relate to. Along with a new face sculpt, the autistic Barbie doll features elbow and wrist articulation, enabling stimming, hand flapping and other hand gestures that some members of the autistic community use to process sensory information or express excitement. The doll is also designed with an eye gaze shifted slightly to the side, which reflects how some members of the autistic community may avoid direct eye contact.

Each doll comes with noise-cancelling headphones, a tablet and holds a pink finger clip fidget spinner that actually spins, offering a sensory outlet that can help reduce stress and improve focus. Pink noise-cancelling headphones rest on top of the doll’s head as a helpful and fashionable accessory that reduces sensory overload by blocking out background noise.

The pink tablet accessory, which shows symbol-based AAC (Augmentative and Alternative Communication) on its screen, serves as a tool to help with everyday communication. The doll wears a loose-fitting, purple pinstripe A-line dress with short sleeves and a flowy skirt that provides less fabricto-skin contact. Purple shoes complete the outfit, with flat soles to promote stability and ease of movement.

As part of the doll launch, Barbie is teaming up with advocates for the autistic community, including Ellie Middleton, an autistic and ADHD author and creator. After a lifetime of feeling misunderstood, Ellie was diagnosed as both autistic and ADHD at the age of 24. Since then, Ellie has gone on to build an audience of over 300,000 people online and founded the Unmasked community for neurodivergent people.

Consistent with the Fashionistas dolls representing individuals with Type 1 diabetes, Down syndrome and blindness, the Autistic Barbie doll was named and created with the community’s guidance to allow more children to see themselves in Barbie.

Maped Juratoys announces merger in new chapter for UK

Maped Juratoys has announced that its UK subsidiaries, Maped Helix and Juratoys UK, will officially merge from this month. The strategic move follows Maped’s acquisition of Juratoys in 2022 and marks a significant milestone in the company’s long-term growth strategy. The merger is designed to streamline operations, enhance service delivery and create a stronger, unified presence in the UK market. By combining resources and expertise, the new entity is expected to deliver greater value to customers, employees and stakeholders.

“This merger represents the next phase of our integration journey,” said Gray Richmond, managing director at Maped Helix. “Since Juratoys joined the Maped Group in 2022, everyone has worked diligently to align our vision and capabilities. Bringing our UK subsidiaries together will allow us to operate more efficiently and innovate at scale. We expect Juratoys customers to benefit from the Helix UK distribution operation to bring products to market much quicker.”

Michelle Probert, Sales and Marketing manager for Juratoys UK, added: “This merger opens up a really exciting new chapter for Maped Helix and Juratoys UK. By joining forces, we’re not only expanding our capabilities, but we’re also bringing together the passion, expertise and vision of two exceptional teams.”

The newly merged company will operate under the name Helix Trading with no disruption to services and a seamless transition for customers. Employees from both organisations will also benefit from expanded opportunities and a stronger support network. The merger brings together Maped Helix’s long-standing heritage in stationery with Juratoys’ expertise in toys and games, underpinned by a shared commitment to creativity, education and sustainability. The newly formed business will continue to champion Maped’s mission to empower children to learn, create and imagine, whilst placing environmental responsibility at the heart of its decision-making.

Guided by the Group’s core values of innovation, authenticity, audacity, responsibility and civic engagement, Helix Trading will focus on developing products that support children’s education, nurture imagination and meet the highest academic and environmental standards.

For more information, get in touch with the team via 01384 286 860.

To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

AMS Media launches AMS Next Gen

AMS Media is launching a new service tailored for advertisers within the Toy and Gaming marketplace called AMS Next Gen. The new proposition is being led by Simon Cox, former VP of Sales at Turner Broadcasting – now fully integrated into Warner Bros. Discovery – to help clients successfully navigate the transition from the sector’s historic reliance on broadcast TV to digital media.

Utilising Simon’s in-depth knowledge of the Kids market, from his time overseeing sales at Cartoon Network and Boomerang and launching the Oddbods toy range across the EMEA region, AMS Next Gen will help clients evolve their media and buying offerings to drive commercial growth in terms of sales, shelf presence and expanding distribution across platforms.

Simon Cox, partner, AMS Next Gen, said: “Having built a wealth of experience in the Kids marketing sector, I know that many brands are facing multiple challenges as the media consumption habits of children evolve. Our aim with Next Gen is to offer a compelling solution for advertisers that not only makes sense of the digital opportunity but helps to sell more product whilst saving money in the process. I haven’t been as excited about anything for a very long time.”

AMS Next Gen launches with initial client, Paper Engine, and has partnered with a new social shopping facilitator, Shout About! The service will sit alongside AMS Media’s full-service planning and buying solutions, including AV, digital, cinema, out-of-home, radio, social media, search and print, as well as its extensive insights and analytics packages.

Paul Phelps, chief executive, AMS Media, added: “One of the best things about being a truly independent agency is that there are no barriers. With Next Gen, we see an opportunity to offer a genuine, value-based alternative to existing routes to market and believe the Kids sector is not just ready for change but needs it. Joining forces with Simon to bring the proposition to life makes total sense and adds true credibility to what we offer.”

For more information, contact talk@amsgroup.co.uk or visit www.amsgroup.co.uk

newsanalysis

Fresh pieces for Ravensburger’s puzzle portfolio

This year, Ravensburger is set to launch over 140 new adult 2D puzzles. Ahead of this raft of additions, Toy World catches up with the company’s head of Marketing and Product Development, Katy Fletcher, to find out what puzzlers can expect.

How important are puzzle series in the overall Ravensburger puzzle lineup?

Our puzzle series form a key pillar in our overall offering. For the consumer, they offer familiarity and a chance to build a collection that taps into their personal likes – in the same way as they might follow a favourite author. For our retail partners, these series offer continuity and reliability with tried and tested, strong selling formats that perform well time and time again.

What is the best-selling puzzle series?

One of our most popular examples is the My Haven series of 1000-piece jigsaws by Essex-based Steve Read. We’ve just launched The Flower Arranger’s Shed, and I’m really excited to share that; for the first time this year, we’ll have a Christmas special edition in this series. Puzzlers can look forward to festive fun with My Haven No. 14 The Christmas Cabin. I know this will be hotly anticipated by fans of this range and I’m certainly looking forward to puzzling it. Our Down the Lane, Leisure Days and Linda Jane Smith’s Crazy Cats collections are other evergreen strong performers.

You’ve recently launched a comedy-based series – how has that been received?

Our popular Best of British series had its final release in 2024, and we were keen to find something that would fill that gap for the many puzzlers who love the added fun of a comedy jigsaw. Ray’s Comic Series had already proven itself a strong performer

in other territories and we felt it was perfect for our audience here in the UK. The first two in the Holiday Resort theme attracted a great response, and this year we introduce the final two puzzles in the holiday theme, as well as launching a new Time Travel collection of four, 1000-piece jigsaws. They’re full of madcap antics and each collection is designed to work together as one big image once completed.

What new series will be launching in 2026?

One of the new series is View From My Window, which will launch with No.1 Canal Boat. There’s also our Romantasy series which will be ideal for fans of this literary genre - more news to come on that soon. Our Pokémon offering continues to grow too, with a showstopping 40,000-piece puzzle set to launch later this year.

How will you support new launches to your puzzle series?

We share new launches, behind-the-scenes info and more in our customer magazine, Positively Puzzling, which is available as both hard copy and digital editions. We’re building a strong community around the publication which has been great to see. Our partnerships and sponsorship of events in the growing speed puzzling community also provide a key opportunity to present new launches to a highly dedicated audience. We work with our retail partners to develop in-store materials that work best for each of them.

There’s no one-size-fits-all; we pride ourselves on the strength of our working partnerships with retailers of all sizes, working together to create programmes that address a variety of needs.

Ravensburger can be contacted on 01869 363 830.

Jan-1 Feb

To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

Industry Moves

Toymaster welcomes Sam Gascoigne to support members

Toymaster is pleased to welcome Sam Gascoigne to the team as its new Member Support and Retail Recruitment manager, bringing 18 years of senior retail management experience to the role. The team says this extensive background equips Sam with a strong understanding of retail operations and many of the challenges faced by Toymaster members. In his new role, Sam will provide practical guidance and hands-on support to help members make their stores the destination for their local communities. Additionally, he will focus on recruiting new members whilst contributing to the continued success of the buying group.

Sam said: “This is a fantastic opportunity for me, and I am looking forward to working with and helping support Toymaster members to be even more successful. I also look forward to working with the member committees and the team in Northampton, alongside all our suppliers to help make the Toymaster buying group stronger than ever.”

Sam can be reached by email at sam.gascoigne@toymaster.co.uk and by phone on 07960 293 349.

Different Ltd welcomes Sabrina Hayhoe as it launches in UK

German company, Small Foot GmbH, designer and manufacturer of wooden toys and games, has appointed Different Ltd as its exclusive distributor for the United Kingdom and Republic of Ireland. Different Ltd is a new company headed up by Jeremy Pateman, managing director, and Sabrina Hayhoe, head of Sales & Marketing.

The Small Foot wooden toy range is renowned for its unique, environmentally sustainable toys with high play value, modern designs and affordability, with a focus on playful learning from birth up until primary school years. Different Ltd is servicing the UK and ROI customers and offers 150 Small Foot lines plus a further 350 SKUs which can be brought into the UK warehouse on request. FOB is also available to customers requiring larger quantities.

Different Ltd is pleased to officially welcome Sabrina Hayhoe to the team as head of Sales and Marketing. Sabrina worked with Jeremy at Tactic Games for almost a decade and has spent the last year selling Small Foot products with the previous distributor, therefore ensuring there will be continuity of service to UK customers.

Sabrina commented: “I jumped at the opportunity to be part of Different Ltd’s exciting launch, and to join forces with Jeremy once again was an easy decision to make. The company has a wonderful ethos and an ambitious work ethic, and I will be in my element heading up the Sales and Marketing. I know the Small Foot team and the product catalogue well and can’t wait to grow the business further.”

Wow! Stuff appoints Lucy Wynn-Jones as head of Licensing

Wow! Stuff has announced the appointment of Lucy Wynn-Jones as its new head of Licensing. This is a new role for the business as it looks forward to driving growth globally, while supporting the continued expansion of its Puppetronics portfolio. An international licensing and brand management professional, Lucy brings more than 30 years of experience across the toys, children’s lifestyle products and beverage industries, with a strong track record of building successful, long-term licensing programmes across global markets.

Lucy initially joined Worlds Apart in a marketing role, later transitioning into licensing. Following the acquisition of Worlds Apart by Moose Toys, Lucy went on to head up Licensing for EMEA, where she was responsible for developing and managing licensing strategies across multiple territories, working closely with international partners across a broad range of product categories. In her new role as head of Licensing at Wow! Stuff, Lucy will lead the company’s licensing strategy, supporting its continued growth in the UK while also identifying new international licensing opportunities.

“I am delighted to join Wow! Stuff,” said Lucy. “I’ve been watching the company for a while and have always been drawn to its quirky, creative and innovative heritage, particularly the growth of the Puppetronics portfolio, which presents such amazing licensing opportunities. Joining the business at such a pivotal stage is hugely exciting, and I’m really looking forward to working with the team and partners to build a licensing programme that supports Wow! Stuff’s ambitions globally.”

“As we continue to invest in the growth of our portfolio and expand our reach, licensing is becoming an increasingly important part of our strategy,” added Dawn Lavalette, managing director at Wow! Stuff. “Lucy brings extensive experience in building international licensing programmes, as well as a genuine passion for brands. She’s a brilliant fit for the business, and we’re absolutely delighted to welcome her on board.”

To get in touch with the Wow! Stuff team, call 07817 273 766 or email sales@wowstuff.com.

WE ARE THE KIDS AND FAMILY ARM OF EVOLVE MEDIA...AND

WE HAVE ONE MANTRA: PLAY THEIR WAY

Play Their Way isn’t a tactic. It’s an advanced humantouch TARGETING approach and that’s why it works

Our ads don’t just perform better, they behave better. When ads respect play, kids respond. Not with tolerance, with attention.

That’s why native, in-environment formats consistently deliver:

Higher video completion rates

Longer time spent

Stronger recall and emotional connection Not by shouting louder but by fitting in.

Across free-to-play web gaming, in-app playables, CTV and immersive environments, we plan ecosystems

Or money your

We don’t sell inventory, we build play led ecosystems designed to outperform standard kids’ media plans. We stand behind it.

If we don’t beat your benchmark performance, we’ll make it right

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Opinion

Parental vs kid targeting: who should brands be speaking to?

Chris SearBusiness director, Strategy

In a competitive and ever-evolving toy market, there’s one question we are asked more than almost any other: should toy companies be targeting kids or parents? And what’s the right budget split; 50/50, weighted towards where the purchasing power lies, or where the pester power kicks in?

There’s no one-size-fits-all answer, but there is a strategic one. At Generation Media, we’ve worked with some of the biggest names in the toy space, and if there’s one thing we’ve learned, it’s that the best campaigns balance emotional resonance with commercial results. That means knowing who to talk to, when, and how.

Chris examines an age old dilemma: who toy marketers should tailor ads towards for maximum reach and results.

Parents ultimately hold the purse strings, especially when it comes to big-ticket items or seasonal gifting. If a product sits in the £30+ bracket or is intended as a birthday or Christmas present, parents are the priority audience. They’re the ones doing the research, comparing prices and looking for toys that align with their values, be it educational value, screen-free play, sustainability, or developmental benefits.

Targeting parents doesn’t mean a dry sales pitch. We know from data and experience that parentfocused content works best when it’s authentic, warm and practical; think testimonials, real-life demos, or influencer-style content that shows how a toy slots into everyday family life. Social platforms like Facebook, Instagram, and YouTube are prime spaces for this, as is the increasing use of programmatic media that lets us zero in on specific household profiles.

Children are still the primary source of toy desire, and desire creates demand. That magical moment when a child sees a toy and really wants it is often what drives the request up the chain. Kid-targeted campaigns are about sparking imagination, excitement and storytelling. From catchy TV ads and unboxing videos to high-energy YouTube bumper ads and gamified mobile formats, this is where brands can show their creative flair and bring a product to life in kids’ worlds.

Kid-first campaigns shine when the goal is mass awareness, especially in the run-up to key periods like Easter, summer, or back to school. They help build brand loyalty early, and for collectible ranges or lower-priced lines, can directly influence pocket money purchases or

family shopping trips.

The reality is that the split shouldn’t be static. Instead, it should flex depending on product, audience and timing. For high-price-point items or new brand launches, a 60/40 lean towards parents is recommended, building trust, familiarity and justification for the spend. For collectible toys or brands with strong kid appeal, flipping that to 60/40 in favour of children can drive the visibility and momentum needed to create buzz.

It's important to remember that media isn’t just about who sees it, it’s about what happens after they do. Parent campaigns drive click-throughs, consideration and purchase intent. Kid campaigns drive word-of-mouth, wishlist additions and excitement. The most effective plans use both audiences in harmony, not in opposition. More than ever, the role of media is to build brand worlds, not just awareness. That means knowing how parents and kids experience content differently and shaping the message accordingly. Toy companies are not just selling a toy, but a moment, the smile on a child’s face and the quiet pride of a parent who made the right choice.

At Generation Media, we live and breathe this space. Whether we’re analysing data, shaping creative, or planning across platforms, our role is to help clients make decisions grounded in insight, not instinct. So, in answer to whether to target parents or kids, the answer is simple: target both - but do it smartly. The audience strategy should reflect the product, objectives and the brand’s unique role in the lives of families.

Because when parents believe and kids dream, that’s when the magic happens.

Shout About! launches new social sales channel for toy brands

As retail shelf space shrinks and buyers reduce ranges, many toy suppliers are struggling to gain visibility, reach new consumers and move stock. At the same time, parents and gift-buyers are discovering toys on TikTok, Instagram and YouTube, yet there has been no clear route to turn that attention into sales.

Founded by a senior team drawn from the toy, games and family entertainment industries, Shout About! combines deep sector experience across retail, licensing, digital commerce, media and platform operations. The platform gives toy brands a new way to get products seen, talked about and bought online, using social content, creators and live shopping without replacing existing retail or wholesale relationships.

“The toy industry is at a critical inflexion point,” said Nic Jones, co-founder and director of Shout About! “Consumers are discovering toys socially, but brands are finding it harder than ever to reach them and convert that interest into sales. Shout About! has been built to solve that problem, making it easier for consumers to find and buy toys, whilst simultaneously helping brands do what they ultimately need to do, which is to shift boxes.”

Shout About! is supported by an in-house commercial, marketing and operations team, alongside specialist partners across technology, payments and media. The platform is designed to work in a way that aligns with the existing operations of the toy industry while embracing current consumer behaviour. It provides a new route to market that sits alongside existing retail and distributor relationships. There is no stockholding, as brands ship directly, reducing risk and overstocking. The channel also provides faster payment terms, improving cash flow and social content and creators driving real demand, not just awareness. Shout About! also provides clear sales data showing what’s selling, where and why.

Rather than fighting for limited shelf space and traditional distribution routes, suppliers can use Shout About! to reach new audiences, test products and drive incremental sales. Launching ahead of the 2026 Toy Fair season, Shout About! will be engaging directly with toy manufacturers, brand owners and licensors at the industry’s key events: Hong Kong Toys & Games Fair, London Toy Fair and Spielwarenmesse, Nuremberg

Meetings can be requested in advance via Shout About! corporate channels or by contacting Nic directly at nic@shoutabout.shop

Licensing World

Moose Toys’ Gui Gui grabs golden opportunity with KPop Demon Hunters

Moose Toys, the company behind best-selling slime brand Gui Gui, has confirmed a year-two line-up. Licensing collaborations that include Netflix’s KPop Demon Hunters, plus influencer collaborations and on-trend minis, have been introduced to ensure Gui Gui is poised to stay front and centre in pop culture conversations.

The new ranges in the Gui Gui brand offer standout licensing, interesting partnerships and new offerings. The brand is all about creating products that are playful, interactive and connected to what fans love right now; the characters, brands and trends they’re obsessed with.

Fans of Gui Gui will find myriad new ways to experience the multi-sensory slime, with the new Gui Gui KPop Demon Hunters offering squishy, stretchy and sparkly Gui Gui products for fans of the popular Netflix show. Launching this June, fans can craft their own Gui Gui slime inspired by favourite characters Rumi, Mira, Zoey, plus Derpy Tiger, along with a limited-edition Golden slime, each one containing a distinct texture, signature scent and themed mix-in charms, plus a collectible character plaque.

Alongside the KPop Demon Hunters range, Gui Gui will also launch Gui Gui Minis, a range which makes Gui Gui slime miniature. Each beauty-inspired Mini comes in a miniature version of the iconic jar on a cute compact keychain and features its own textured slime. Launching this April, collectors can choose from Clear, Butter, Gloss or Cloud - all infused with delicious scents and paired with a mix-in booster.

The 2026 Gui Gui line-up also includes influencer collaborations which feature curated slime drops by Gen Alpha’s favourite beauty and DIY influencers Salish Matter, Sydney Morgan and Grace Mary Williams.

Rubber Road

collaborates

with Amazon for exclusive Fallout merchandise

Fallout has proven to be one of Rubber Road’s most popular licences, thanks to the huge success of the Amazon Prime Series. With Season two now streaming, Rubber Road has dropped a new range of Fallout Tubbz collectible ducks featuring key characters from the series.

Maximising the opportunity that Fallout presents right now, Rubber Road has also launched new merchandise, exclusive to Amazon, under its Numskull Designs umbrella.

The company is delighted with these two pieces of Fallout merchandise which offer something different for fans to add to their collections. Both are exclusive to Amazon.

Gulper, the super-sized amphibious predator, has mutated into a hand puppet complete with a large gaping mouth. Meanwhile, fans can kick back and watch their favourite TV show while enjoying popcorn from the Fallout Popcorn Bucket. The design captures the essence of the Fallout world with its Vault Tec-33 design, 1950s charm and wasteland grit. A versatile vessel, it can also be used for storage when the popcorn is finished.

In the coming year, the company promises plenty more new, official merchandise coming up from other license partners. Tubbz’ range of statues, plushies, countdown characters and gaming accessories, such as Switch Cases and Gaming Lockers, are a huge part of the company’s overall business.

Meccano announces new licensing agreement with Aston Martin Aramco

Manufactured and distributed globally by Addo Play, the Meccano Pro x Aston Martin Aramco Formula One car offers builders the opportunity to construct a highly detailed 1/8 scale model inspired by the AMR25. The set combines Meccano’s renowned engineering system with the performance-driven design and technical innovation synonymous with Aston Martin Aramco.

This collaboration marks Meccano’s first licensed product launch since Addo Play took control of the brand in 2025 and represents a key milestone in the ongoing evolution of Meccano. It’ll be the first collaboration on a product for Meccano, with Aston Martin Aramco being the first ever Formula One licensee. The product forms part of the new Meccano Pro category, one of several new segments introduced as part of the brand refresh launching in autumn/winter 2026.

By bringing together the engineering excellence of the Aston Martin Aramco Formula One Team with Meccano’s heritage as a trusted construction system, the Meccano Pro x Aston Martin Aramco F1 Car exemplifies precision, innovation and performance, while reinforcing Meccano’s ambition to expand its presence within the premium adult construction market.

The Meccano Pro x Aston Martin Formula One Car will be available globally from August 2026. The launch will be supported by a fully integrated 360-degree joint marketing campaign designed to maximise global reach and engagement.

This campaign will span owned, paid and earned channels, including prominent feature placement across the Meccano website and eCommerce platforms, high-impact digital advertising across key international markets and a coordinated social media strategy leveraging premium motorsport and STEM-focused influencers. In addition, live experiential activations will bring the product to life through in-store demonstrations, motorsport event tie-ins and hands-on build experiences at selected Formula One race weekends and fan zones.

For more information, contact Addo Play on 01494 917 250.

Basic Fun! debuts Care Bears Harry Potter collection

This distinctive crossover between the two companies features beloved Care Bears characters representing the four iconic Hogwarts houses in two sizes of huggable bears. Perfect companions for both Harry Potter enthusiasts and Care Bears collectors, these limited-edition plushies are launching worldwide at retailers throughout North America, the UK and the EU this spring.

The Harry Potter x Care Bears 30cm Plush Hoodie Assortment includes four bears decked out in super soft mascot hoodies, Hogwarts house robes and iconic house scarves that match their house colours: Gryffindor House Tenderheart Bear, Hufflepuff House Love-a-Lot Bear, Ravenclaw House Wish Bear and Slytherin House Grumpy Bear. In celebration of Harry Potter’s 25 Years of Magic, each bear features the Harry Potter 25th anniversary logo on their paw.

The Harry Potter x Care Bears House Bears 22cm Plush Assortment is available in four collectible besties: Gryffindor House Tenderheart Bear, Hufflepuff House Funshine Bear, Ravenclaw House Grumpy Bear and Slytherin House Good Luck Bear. Each bear sports a Hogwarts house robe, house scarf and house crest and their paws feature both the timeless bear emblems as well as the Harry Potter 25th Anniversary logo.

"As the iconic Harry Potter franchise celebrates 25 Years of Magic, in honour of the first film in the series, we are beyond excited to connect the worlds of Care-A-Lot and Hogwarts for an enchanting crossover that’s rich in character details and filled with heart,” said Holly Lackey, director of Marketing & Licensing UK & Europe at Basic Fun!

For more information, contact UK sales by emailing BFUK@basicfun.com or calling 0118 925 3270.

Eolo partners with Click to bring Tattoo Zoo to UK

Eolo has signed a strategic partnership with Click to launch Tattoo Zoo across the UK market for autumn/winter 2026. The character-led collectible brand represents a bold new direction, targeting kids, teens and the rapidly growing Kidult market.

New Yu-Gi-Oh! series to launch on ITVX in UK

Konami Cross Media NY, which manages the brand outside of Asia, and streaming service ITVX have announced a new licensing agreement that will bring all three seasons of the hit anime series Yu-Gi-Oh! Go Rush!! to audiences across the UK. The deal reflects the increasing popularity and strong market demand for high-quality anime content on global streaming platforms.

Yu-Gi-Oh! Go Rush!!, the eighth series in the franchise, introduces an action-packed new world and the Rush Duel format, captivating a new generation of fans while retaining the dedicated legacy audience. The acquisition of the full series by ITVX highlights a strategic move to diversify and expand its anime catalogue, recognising the genre's shift from a niche market to a mainstream entertainment powerhouse.

Mark Kirk, senior vice president of Distribution at Konami Cross Media NY, commented: “Anime has become a major part of global entertainment, and Yu-Gi-Oh! is a big part of that story. We’re excited to team up with ITVX to bring the newest series to fans in the UK.” Darren Nartey, head of Acquisitions, ITVX, added: “We’re thrilled to be partnering with Konami Cross Media NY to make the full series available on ITVX for our viewers to enjoy.”

With a distribution history spanning more than two decades, the Yu-Gi-Oh! franchise boasts over 1,000 episodes across its various series, offering a robust library of evergreen content that is ideal for streaming platforms like ITVX.

Tattoo Zoo celebrates unapologetic self-expression and anti-conformity, mixing meme-able, shareable personalities with quality toy execution. Built for the generation that expresses identity through what they carry, collect and share online, the brand offers a diverse range that spans accessible pick-up price points through to premium collectible formats and plush. Each SKU has been strategically designed to appeal across multiple demographics, from young collectors discovering their first passion brand to teens expressing their individuality and Kidults seeking sophisticated collectibles.

“Tattoo Zoo represents everything we believe in at Eolo – bold creativity, authentic storytelling and products that resonate,” said Jose Diaz, president of Sales and Marketing at Eolo. “We’re thrilled to partner with Click to bring this rebellious world to UK consumers. The company’s deep understanding of the market, this type of toy range and its commitment to building brands make it the perfect partner for Tattoo Zoo’s UK debut.”

Luke Hillier, CEO of Click, added: “Tattoo Zoo is exactly the kind of property that excites us – it’s disruptive, beautifully executed and speaks to a genuine gap in the market. The brand’s ability to resonate across age groups, from kids to Kidults, combined with its alternative aesthetic, positions it perfectly for the UK consumer. We’re confident this partnership will establish Tattoo Zoo as a must-stock brand for autumn/winter 2026.”

Readers can contact Click on 0330 123 2559 or visit www.clickdistribution.co.uk

Licensing World

Tomy and Nintendo to launch Tomy Toomies My Mario bath toys

Tomy has announced a new global partnership with Nintendo that will see Super Mario join its popular Toomies pre-school line from March 2026, with a second wave arriving in August 2026. Designed to inspire joy and imaginative play, My Mario offers fun ways for young children, parents and caregivers to explore, imagine and play side-by-side with characters from the Mushroom Kingdom. The Tomy Toomies My Mario collaboration brings one of the world’s most iconic entertainment franchises into the pre-school bath-toy aisle. The new line-up is designed to tap into this multi-generational fandom, bringing the Mushroom Kingdom to life for young children through water-based play that encourages discovery and exploration.

The spring 2026 range introduces a mix of character water squirters, pouring toys and a waterplay pipe set inspired by iconic Super Mario elements. The line-up includes recognisable Mario, Goomba, Super Mushroom and Fire Flower, along with a playful pipe-themed set and colourful nesting cups designed to encourage imaginative bathtime fun.

The Tomy Toomies My Mario line of bath toys will be available starting March 2026 across North America, Europe, Latin America, Australia and New Zealand.

Morgan Weyl, MD of Licensing and Global Development at Tomy, said: “Mario has a unique ability to bring generations together. Partnering with Nintendo allows us to take the timeless creativity of the Mushroom Kingdom and reimagine it through Toomies’ playful pre-school lens. This range is designed to spark joy, imagination and shared family moments, starting with bath time.”

For more information, contact Tomy on 01392 281 927 or ukcustomerservices@tomy.com

PMI accelerates licensed strategy with fan-led collectibles across key global properties

PMI continues to strengthen its position in licensed toys and collectibles with a focused line-up built around some of the most recognisable and culturally relevant entertainment brands in the market. Anchored in fan culture, surprise driven play and design-led collectability, PMI’s licensed ranges highlight the company’s growing ability to translate global properties into retail ready formats that appeal to kids, families and the expanding Kidult audience.

One of the strongest examples is Fuggler, a breakout brand that has evolved into a standout collectible platform with extensive licensing potential. PMI’s latest expansion introduces fresh characters, bold textures and continues with the mischievous personality that has made Fuggler a social favourite. New licensed character additions elevate the collectability factor further, reinforcing the brand’s role as a high engagement line with strong repeat purchase behaviour.

Evergreen character strength remains central through Care Bears, which continues to resonate across generations. PMI’s licensed assortment brings the brand to life through mini collectible figures in foil bags, soft squishies, keychains, clip-on plush characters and capsule formats that emphasise discovery. Each item is designed to capture the warmth and nostalgia that keep Care Bears a consistent performer.

As gaming-driven licensing continues to be a major growth engine, PMI expands its footprint with Minecraft, delivering an assortment that includes blind capsules and novelty collectibles built around tactile play and instantly recognisable design language. With demand for Minecraft products remaining strong across mass, specialist and online retail, the range offers consistent newness with broad merchandising flexibility.

On the anime side, Naruto Shippuden taps into a long-standing and rapidly-growing fanbase. PMI’s line-up includes sculpted collectible figures, stampers, blind capsules and plush items, offering multiple formats and price points that support both casual buyers and dedicated collectors.

For pre-school, PMI extends its licensed offering with The Creature Cases, translating the show’s mystery solving and animal fact storytelling into collectible figures and unboxing sets tied to vehicles and iconic elements from the series. The property aligns naturally with PMI’s surprise play expertise, creating a strong opportunity for character-led pre-school shelves.

Completing the licensed expansion is Booksy, returning with a refreshed Disney edition that spotlights beloved characters in narrative rich collectible formats. The collection is set to grow further with additional Disney favourites, reinforcing Booksy’s distinctive blend of story and surprise.

With this lineup, PMI signals a clear licensing-forward strategy that blends global IP, modern collectible formats and strong retail storytelling across multiple fan communities.

Libertas

Brands appoints Big Picture Licensing to represent Meccano across EMEA

Libertas Brands, the global licensing and brand management agency, has appointed Big Picture Licensing as its partner to represent Spin Master’s classic construction brand Meccano across the EMEA region. The partnership will focus on securing innovative new licensing opportunities across categories including Apparel, Accessories, Back-to-School, Electronic Accessories, Gift & Novelty, Health & Beauty, Consumer Packaged Goods, Stationery, Seasonal, Sporting Goods, Publishing and Location-Based Experiences. Meccano is a timeless engineering system that inspires builders of all ages to bring ideas to life through hands-on play. Using bespoke tools, it fosters creativity, problem-solving and technical skills. Established in 1898 in England by Frank Hornby, the heritage brand is now owned by Spin Master. Recently, the toy line relaunched with new global master toy licensee Addo Play, with multiple target demographics supporting its expansion.

Mark Kingston, CEO and co-founder of Libertas Brands, said: “We are delighted to partner with the team at Big Picture Licensing to help steward the Meccano brand into new product categories that celebrate creativity and innovation, values deeply rooted in its origins. Big Picture Licensing’s proven track record of bringing brands to life at retail across EMEA makes them the perfect partner to evolve and capitalise on Meccano’s unique heritage.”

Dan Frugtniet, MD and founder of Big Picture Licensing, added: “We are thrilled to work with Libertas Brands on the iconic Meccano property. The global trend for innovative construction toy IP is stronger than ever, and we look forward to reintroducing Meccano to the EMEA market as a lifestyle brand with broad licensing opportunities. With its rich heritage and nostalgic crossgenerational appeal, from Gen X to Gen Alpha, Meccano is a truly unique property, and we can’t wait to get started.”

Talking Shop Where there’s a till, there’s a way…

Toy World caught up with a selection of indie retailers to find out what sold well over Christmas, how the year ended up for them and what they are looking forward to in 2026.

Miles Lawton - Wargames Workshop MK, Milton Keynes

The trading period in the run up to Christmas was busy, but we made sure that we continued with ongoing events for our regular customers rather than just cater to festive present shoppers. We felt it was important to continue to look after our regulars who come out to play with us, so we offered different types of card games, board games and war games, but with a festive twist that everyone seemed to enjoy. Each night, there was a focus on a particular trading card game or war game. Monday night was war games and miniatures night, so people played games such as Bolt Action by Warlord Games; Tuesday was Yu Gi Oh and Dungeons and Dragons night; Wednesday focused on Pokémon; Thursday was war games night again and Friday celebrated One Piece trading cards. These themed events gave us a really good turnout in-store and boosted sales too.

Pokémon has been selling well for the last couple of years, so we made sure that we had plenty of stock in for Christmas. It has flown off the shelves; anything and everything Pokémon branded will always bring people in.

Board games and party games picked up over Christmas which was good to see; most people seemed to be interested in colourful and easy-to-play games, but many were also interested in larger, more complex games that they’ve been waiting for the release of. The Traitors board game from Vivid Goliath was hot this year following all the hype around the TV show. Stranger Things Dungeons and Dragons from Wizards of the Coast has also been very popular over Christmas. There’s also a tabletop Christmas box which is released each year which we sell in our store. That always sells well, as it’s quite a large value army box

that allows players to start or top up an existing army in their collection.

We’ve also had a few nice surprises - the Ark Nova board game by Zatu Games and the Ghost Fightin’ Treasure Hunters by Mattel have sold well. Legami animal pens were also snapped up by customers as they make great stocking fillers.

We’re feeling positive and pretty excited for the year ahead. We really like what a lot of companies are working on and the fact that many are improving and creating new versions of their games. There are a lot of new board games being launched this year and a host of exciting new releases

in card games too. Our staff are genuinely interested in the new products; we all play them and have a vested interest in what’s coming up.

Many of our customers are excited about new releases in the board game series Unmatched, as different heroes are introduced from unique intellectual properties such as Unmatched Adventures: Teenage Mutant Ninja Turtles and Unmatched: Bruce Lee vs. Muhammad Ali. We’ve also seen a lot of interest in the new Magic: The Gathering: Teenage Mutant Ninja Turtles crossover set. These are characters which customers remember fondly; nostalgia can be very powerful if it’s done well.

Talking Shop

Ellen Will - Will’s Toy Shop, Aberdeen

Pre-Christmas trading was positive. We seemed to be slightly down on footfall but up on spending per head. Those coming in were more than willing to spend with us and products such as trading card games and Lego sold well.

Pokémon flew off shelves, as we knew it would, and in pocket money, Jigglets by 3D Studio Gifts was very popular; we were recommended this product after speaking to another toy shop that told us they were selling well for them. We also started working with Hachette Board Games; they specialise in bringing slightly more unusual games to shelves – games that you won’t see in supermarkets or mass market retailers.

Between Christmas and New Year, many of our customers gravitated towards board games, as they were hosting New Year’s parties and looking for group games and activities for their celebrations. Games such as Slide and Acropolis sold well in-store at that time. Then really bad weather hit, so we did experience a slight dip in sales. But the start of the year has still been a very positive time for us, especially as our main competitor on the high street shut its doors and its customers started coming to us instead.

We were always hosting gaming events in-store, and with our competitor shutting shop, we’ve increased our offering to meet demands. We’re open until 9 pm during the week and we have people coming in all day to learn about the games on offer. Customers are keen to learn about TCGs from brands such as Pokémon, Star Wars, Disney Lorcana or Magic: The Gathering. Through such games, we can build a community that loves to play and is willing to share experiences. These experience-based opportunities are really useful as they help to drive sales; as well as catering to enthusiasts, novices can try out games before deciding if they’re value for money.

Recently, we’ve had more people using the game space during the day; it was mostly only used in the evenings before our competitor closed. It’s clear that we’re getting more interest than before.

O’Mahony’s Booksellers is a family-owned, 4th-generation business founded in 1902. It comprises five branches – two in Limerick, one in Ennis, one in Tralee and a pop-up shop in the University of Galway. We are also a library and schoolbook supplier, which keeps us busy year-round.

Footfall during the festive season has been down compared to previous years, mainly because the weather wasn’t great in the run-up to Christmas, and many people in Limerick chose to do their shopping in the Crescent Shopping Centre. While the first three weeks were slow, we did see business pick up in the last week before Christmas.

We picked up some new suppliers when we went to the most recent Autumn Fair, including Big Potato, whose games have been selling extremely well; we’ve sold quite a lot of Herd Mentality, and the Tilt n Shout game which featured in The Late Late Toy Show (the most-watched programme in Ireland in 2025). Another Big Potato game, Mayhem in the Library, has also been very popular – it’s a puzzle with a difference as there are over 100 riddles to solve as you put all the pieces together. Our range of plush has also been selling well. We’ve recently added a new supplier offering high-quality, quirky plush toys; we were the first company in the Republic of Ireland to stock the McHugs range.

Other major suppliers we deal with include Ty, Brainstorm and University Games. We make our selections based on what we think will suit our business and be popular with our clientele. The latest launches from

We have two very distinct demographics in our store: children with pocket money and adult collectors. The children are often looking for toys for birthday parties, while the adults are looking for items for their own collections. The closure of the other shop has resulted in more adult collectors coming our way, as they need a destination to trade cards and other collectibles. We still have many children though, and these two demographics do intersect. We often see adult Pokémon collectors handing small children their bulk cards and happily sitting with them to explain the game. It’s nice to see that they don’t go straight into competitive mode and that they have the time and patience to help the younger collectors.

Despite having more customers, we’re fortunate to have more room for in-store events now that we’ve expanded the toy shop space. Having closed the post office within our store in 2024, we gained an extra room, giving us the chance to widen our product selection and expand retail space without having to take anything away from the original offering. Our business is very dynamic; we’ve been operating for 125 years in different forms, so we’re used to adapting to different business needs. It can be scary to try something new, but we realise that taking such risks gives

us the opportunity to grow. Not changing with the times can be just as big a risk.

Many of these changes are designed to benefit our customers. We use a social media channel called Discord, which allows customers to have some input in our decisions and product offerings. There’s a QR code in our store so we can invite people to our Discord server, and they can join our online communities. One example of how customer input has been taken on board is with Yu Gi Oh! cards. We stopped selling them a while back, but we’ve been asked to get them back in. Such feedback is vital as we try to follow the lead of our customers and make sure it is a space for them.

It’s all about creating a welcoming environment, both online and in person. Our business attracts a lot of neurodivergent and queer people, and we always make it clear that our doors are open, and everybody is welcome. We’re currently working with a local college so we can provide work placements for students with additional support needs, which has been beneficial both for us and for them. The students can gain good experience, and we have a lovely time working with people from different backgrounds, so it’s a win-win all around.

all of the above sold well during the Christmas season, including Brainstorm’s Educational Globes and Projectors. Brainstorm’s Eugy range is also hugely popular; we keep up with all the latest Eugy releases which keeps our portfolio fresh, and it’s a guaranteed seller. Customers love to collect it, and even though the product is made from cardboard, the finished product is durable and makes lasting models.

We place two big orders with Toymaster a year, in May and September, and those last throughout the year. We also place top-up orders with ranges that sell very well, such as Ravensburger and Gibsons Games. Gibsons’ special launches, which the company releases every year, always perform well.

We’re excited for the year ahead, and there are various key events and opportunities to look forward to. These include Twilight Thursday – an initiative in Limerick that encourages people to visit our city and will take place on the last Thursday of every month. We run trivia nights and book launches once or twice a month to help reinforce the community aspects of our business.

We look forward to visiting different trade shows throughout the year, including Spring Fair and the Toymaster May Show, where we enjoy meeting new suppliers to help expand our portfolio. Trade shows really help us, as we get to see the products in person, which we find is way more beneficial than seeing them through a catalogue. Of course, we’ll also be keeping an eye out for any new, hot trends that we should be tapping into in an everchanging market.

Usman Ali Ahmed - Toys4You, Birmingham

Christmas 2025 was Toys4You’s most successful festive season to date. We launched immersive omnichannel experiences to improve the shopping experience both online and in-store. We offered next-day delivery and click-and-collect in five minutes using delivery apps. Much of our success was driven by our incredible team - their passion, unity and extra-mile spirit. I have no doubt that our level of customer service and demonstrations within the store helped to drive sales.

The festive season was ruled by nostalgia, collectibles and tactile play. Products from TV series like SpongeBob and Stranger Things flew off shelves, while Five Nights at Freddy's was a surprise tween/teen hit. The social-media frenzy that followed the launch of the movie cleared shelves overnight, with fans returning weekly. This trend drove a major shift in our turnover, with a significant portion now fuelled by the Kidult and tween market. Brainrot caught us off guard too, but thanks to strong relationships with our suppliers, we had help to keep up with the demand. KPop Funko and other KPop merchandise was also very popular.

Lego was, of course, a big seller and we have become a destination shop for Lego products; this has helped turnover and cemented our reputation locally. Pokémon trading cards boosted footfall, despite our store being surrounded by big toy retail chains. Board games and puzzles sold very well. Demo days and support from suppliers like University Games and Skillmatics helped drive sales and create positive customer experiences. Another area where sales surged was mindful play.

The week after Christmas 2025 was strong, and we outperformed pre-holiday sales, driven by gift cards and festive cash. This shift from gifting to choice created a good atmosphere in store and transformed a traditionally quieter period into our most dynamic week of the year.

The popularity of Stranger Things and Five Nights at Freddy's collectibles intensified again after Christmas, with fans spending holiday cash well into January. Lego was still the strongest seller, but even more unexpected was the lasting demand for seasonal items such as plush gingerbread men, naughty elves and snowmen.

We enter 2026 with optimism and ambition. Our trading strategy seems to be working, and the record Christmas holiday sales have combined to fuel our excitement. We’re committed to deepening connections, blending online with instore magic and creating genuine moments of joy. In 2026, we will be increasing our product offering and expanding into new areas; we’re entering 2026 not just hoping for sustainable growth but actively creating it.

Stephen Barnes and Mark Buschhaus

With a spring in our step

AAs we write this, we are both adjusting to the slower pace after the manic trade of the last few weeks. Overall, we look back on Christmas as a success, we traded up on last year across the whole period. After the first couple of weeks of December were a bit flat, the final week was very strong, and for the first time ever our busiest day was Christmas Eve. So many people left their shopping to the last minute, with the number of men in the store increasing day by day as we got closer to Christmas!

The period after Christmas and before New Year is always a key time for us. It’s like having five Saturday’s trade in a row, and very busy ones at that. Most people are off work, kids are itching to spend their money and vouchers, and the malls we are located in are always heaving with people looking at the sales. Although we don’t run a specific January Sale, we will mark down seasonal lines and any items we are overstocked on.

Our best performing category over the Christmas period was Pocket Money, with even more growth year on year as people bought stocking fillers and good value presents. Trading Cards and Collectibles continued to grow due to the strength of Pokémon. Lego was our next biggest range and was especially strong after Christmas as kids spent their money. We made sure we had plenty of stock to offer a good selection after Christmas, and this strategy really paid dividends in terms of sales.

The beginning of January has also been a very encouraging start to the year, and unsurprisingly the January Lego releases have been a key driver in this. The new Lego Speed Champions lines, especially Lightning McQueen and the Back to the Future Car, have absolutely flown out, along with the ever-popular Lego Collectible Minifigures.

After sales have stabilized, our thoughts turn to Olympia to Toy Fair, one of the key shows of the year. It’s a fantastic chance to look around and see what new products we can find for this year. We have made a lot of appointments but also kept a good amount of time free to browse and discover new products and suppliers. The toy market has become increasingly trend driven and fast moving, so Toy Fair is a wonderful opportunity to find out what suppliers think will be popular over the coming year. We don’t see it so much as a buying show, more a great chance to see what is coming for the year, and to catch up with suppliers after peak season.

Next, we will be heading to Spring Fair, which is well-timed to pick up with other toy and gift suppliers who are not at Toy Fair. For us, one day is sufficient, but there are several nonbranded suppliers we see there who are important to our business, so it remains a valuable trip.

Special Feature Toy Fair New York

Toy Fair New York welcomes the global toy community

The Toy Association, the organiser of the event, gives readers valuable insight into this year’s show in The Big Apple, which is set to deliver even more opportunities for meaningful connections, product discovery and business growth.

AAs one of the largest toy trade shows in the Western Hemisphere and a gateway to the $42b US toy market, Toy Fair New York (14th–17th February 2026) will bring together the US and global toy industry for autumn winter 2026 planning. However, its role in the toy buying circuit extends well beyond the show floor. While trade events around the world serve as important moments for discovery and inspiration, Toy Fair New York stands apart because of where it happens — in one of the world’s most concentrated business ecosystems for retail, media, entertainment and licensing: New York City. When the show arrives in February, it will tap directly into that infrastructure, creating an environment where conversations can move quickly and decisions can be made with clarity.

“Toy Fair New York welcomes thousands of key players from the international toy community to New York to set their direction for the year ahead,” says Kimberly Carcone, executive vice president of Global Experiences at The Toy Association.

Hundreds of established global manufacturersincluding Hasbro, Mattel, Just Play, Crayola, Moose Toys and Lego - exhibit alongside emerging brands and first-time exhibitors in the Toy Fair's Launch Pad, providing buyers and partners with a side-by-side view of innovation across various categories. From pre-school playthings and games to trending collectibles, toys for Kidults and more, Toy Fair New York captures both the scale and nuance of today’s toy market. For international brands, this is especially critical. The US remains the world’s largest toy market, but it is also among the most complex, shaped by distinct retail structures, pricing dynamics and robust safety and compliance standards. Toy Fair places global companies in direct contact with

the buyers, licensors and media that shape these realities.

Buyer participation remains a defining strength of the event. For 2026, buyers are registered from all 50 US states, alongside international markets spanning 78 countries and territories. Attendance from 21 of the Top 25 Toy Retailers, including Amazon, Walmart, Target, Walgreens, Five Below and others, along with specialty leaders such as Learning Express, reinforces the show’s role as a meeting point for retail decision-makers shaping strategy. Situated in the media capital of the world, Toy Fair has also become as much a media event as a buying and selling event. International companies can meet with buyers and, in the same week, engage hundreds of top US and global press, content creators and industry analysts to help accelerate product awareness. Media attendance for 2026 will include outlets such as CBS News, Forbes, The New York Times, Good Housekeeping and Univision, reflecting the show’s reach across consumer, business and multicultural audiences.

Licensing remains a powerful engine within the toy business, accounting for more than 37% of US toy sales in 2025. Toy Fair New York plays a practical role in advancing those relationships. The show enables licensors and brand owners to see how intellectual property is being translated into physical product (often at early stages), while engaging manufacturers and retailers on execution, not just concept. New York City’s proximity to major entertainment studios, publishers, licensing agencies and global media further extends those conversations beyond the convention centre, accelerating collaboration throughout Toy Fair week.

“Toy Fair is where storytelling, product development, and retail realities intersect,” adds Kimberly. “For licensors, it’s an opportunity to see ideas move from narrative to shelf in a very tangible way.”

Toy Fair has evolved into a forum for understanding the broader forces shaping the industry. Through its educational programming, Toy Fair University, the show delivers a robust series of sessions addressing evolving retail strategies, licensing and transmedia storytelling, safety and compliance, technology advancements in product development, sustainability and shifting consumer expectations. Emerging play patterns can be observed across the hundreds of thousands of products on display, while activations such as the Hot for Holiday product showcase and The Toy Association’s Toy Trends Briefing, held on opening day, provide a focused look at themes expected to influence product development and retail strategies in the year ahead.

As the global toy industry continues to evolve, Toy Fair remains a platform designed to deliver clarity, connection and momentum. Its value lies in scale, access and the ability to bring the market together at a moment when decisions matter most. “Ultimately, Toy Fair is not defined solely by what is on display,” Kimberly concludes. “It is defined by the environment it creates, one where relationships deepen, signals sharpen and business moves forward. In a crowded landscape, the show’s power lies in its ability to convert early-year momentum into market-ready action.” For companies navigating an increasingly complex global marketplace, that combination of visibility, insight and access remains both relevant and essential.

Toy Fair 2026 will take place 14th–17th February 2026 at the Javits Center in New York City. The Toy Association’s 2026 Toy Trends Briefing on day one will be held in the General Session Theatre, Hall 1-D, where the full trend reveal will come to life.

For more details, visit www.toyfairny.com

Ending the year on a high?

With one week of sales still to be released for full year data review at the time of writing, 2025 is the first year of growth in the UK Toy market for five years. 2020 growth was driven by Covid lockdowns, while this year’s growth, +6% in value for YTD 27th December 2025, has a number of overlapping trends.

For the last ten years the toy market, not just in the UK, but globally, has seen the rise of Kidults or toys purchased for those over 12 years, with sales particularly driven by adult recipients aged 18+. This growth continued for the UK in 2025 with purchases for 12+ years up +10% for January –September. However, for the first time in three years, sales for 0-12 years also grew, up +4%. This combined growth of kids, teens and adults has helped to drive the overall increase this year, with a number of the key growth properties having crossgenerational appeal.

A key example of this is Pokémon, which not only was the number one property in 2025, but also the fastest gaining property for the year. Each new release of the Strategic Trading Card Game series leapt straight to the top of the best sellers list, with both kids and adults purchasing the cards. Collectibles is a key genre of toys for adults, who often like to display their fandom and favourite ranges, in addition to being a key pocket money purchase for kids. Unsurprisingly, Collectibles was a key element of 2025’s growth, up +13% with total collectible products ranging from trading cards and stickers to action figures and playset dolls to plush and building sets. While Strategic Trading Cards is the largest collectible category, Action Figure Collectibles and Traditional Plush are also substantial drivers - together the three categories account for twothirds of all collectibles. However, Collectibles wasn’t the only growth area of the toy market in 2025.

Building Sets was the fastest growing Supercategory, with The Lego Group performing strongly with collectibles such as Mini-Figures Formula 1 Race Cars and Spider-Man Across the Spider-verse lines. Building Sets has also seen strong growth from expanding licensing ranges including Formula 1, Fortnite, Lilo & Stitch and Wicked, in addition to perennial favourites such as Star Wars and Harry Potter. Overall, Licensing has grown across total toys to achieve its highest ever share across UK Toy market: in 2025, it accounted for 38% of total sales and grew three times faster than the total market. Movies have traditionally been a big driver of licensed toy sales, and movie-related merchandise certainly performed well in 2025, with Minecraft, Jurassic

Melissa Symonds Executive Director – UK Toys, Euro Toys

Far East, with Hello Kitty and Friends nearly doubling in sales and Manga/Anime properties growing +58% with One Piece, Dragon Ball Z and Demon Slayer all increasing sales as the toy market becomes more global and diverse.

World, Lilo & Stitch and Wicked all becoming top growing licences. However, there were also significant increases from Sports licences such as Formula 1 and WWE, as well streaming properties including One Piece Live Action and Stranger Things, which both performed particularly well in Q4. Pre-School licences like Bluey and Gabby’s Dollhouse also performed well, helping the Pre-School category to have its strongest year since 2017. TonieBox Starter and TonieBox Starter 2 were the top two items in Pre-School Toys for the year, followed by LeapMove from VTech. 2025 also saw in increase in properties coming from the

While many of these trends have been consistent throughout 2025 and look set to continue into 2026, there is one trend that is often overlooked: despite accounting for 45% of annual sales, Q4 continues to perform below the level of the January - September performance. For example, in 2025, YTD September the market was up +7% in value. However, for the 12 weeks of Q4 released so far, the market was up just +4%, bringing the total growth for the year to +6%. This has been the case for the last eight years and means that while the volume of sales in Q4 remains crucial, it rarely improves the overall performance of the toy market. As such, the first nine months of the year are key to ensuring the market is in a good place ahead of Q4 and enabling the market to finish the year in a good place.

While January and February is full of toy fairs, supplier meetings and enthusiasm, there is hope that 2025 market performance can provide positive momentum into the New Year and continue the growth. And who knows what new trend or innovation will be the standout for 2026? Hopefully the toy fairs will start to give us some clues.

Item Progression:

December is always the strongest month of the year for the Games category (excluding Strategic Trading Cards), as friends and families anticipate spending time together over the Christmas break. Games grew +76% in value for four weeks to 27th December compared with the previous month, demonstrated by Tomy’s The Logo Board Game Family Second Edition jumping up the rankings from No. 364 to 54. A number of other games also increased their rankings, including Tomy’s Articulate, John Adam’s Think Words Game and Asmodee’s Ticket to Ride Europe – each of these games increased their rankings by over 150 positions.

Fastest Growing Subclasses

The fastest growing licence for YTD 27th December 2025 (with the final week of the year still to be released) is Formula 1, adding £37.5m of sales compared to 2024. While Standard Building Sets accounts for majority of sales, there has also been strong growth within the Mini Vehicles and Collectible Stickers categories this year.

Top 10 gaining licences - total toys

Top 10 gaining licences - total toys

Four out of the top growing licences were tied to movie releases in 2025, with Minecraft, Jurassic World, Lilo & Stitch and Wicked all showing strong increases. The Minecraft movie was released in the first half of 2025, helping the licence to become the second fastest growing property, up +82% versus 2024. For the Minecraft brand, Standard Building Sets, Traditional Plush and Action Figures were the top-performing categories. Jurassic World was the third largest gaining licence, with sales nearly doubling year on year. Action Figures accounted for 52% of sales and Standard Building Sets 20%, while Robotic/Interactive Playmates enjoyed strong growth driven by Spin Master’s Primal Hatch line during Q4. Lilo & Stitch was the fourth fastest gaining licence, with both Traditional and Interactive Plush performing well, in addition to Craft Kits. Although the second Wicked film: Wicked For Good was only released late in the year, Wicked was still the 8th fastest gaining licence of 2025, driven by strong Fashion Dolls growth. Fortnite’s growth was heavily driven by Lego’s Building Sets range, while growth within the Harry Potter franchise was also helped by construction ranges, as well as

Fuggler steadily gained distribution and sales in the second half of the year, and a particularly strong Q4 performance saw it become the seventh fastest gaining licence. WWE

Bluey continues to grow in the Pre-School

Kids, Toys & Play takes centre stage at Spring Fair 2026

Spring Fair is set to return to the NEC Birmingham from 1st-4th February with a new creative direction. Ahead of the show, Toy World gives readers a look into how the Kids, Toys & Play sector will be represented, from exciting newcomers and licensing momentum to new feature spaces and more.

Spring Fair, the UK’s definitive showcase for Home, Gift and Fashion, returns to the NEC Birmingham with a bold, new creative direction: Retail Alchemists – Masters of the Mix. More than a theme, the organisers say this signals a transformation in how the show supports modern retail, with that evolution especially apparent in the Kids, Toys & Play (KTP) sector.

For over 75 years, Spring Fair has brought buyers and suppliers together to discover what’s next. In 2026, the show builds on that legacy with an expanded footprint, immersive experiences and a renewed focus on creativity, licensing and commercial innovation. At the heart of it all are the people who define the retail sector: buyers who mix the unexpected, brands that spark imagination and makers who turn products into stories.

The Kids, Toys & Play destination continues to go from strength to strength, with exhibitor numbers growing by 15% year-on-year. This growth, which excludes the many gift suppliers also offering complementary kids’ ranges, reflects increasing confidence in the sector and reinforces Spring Fair’s position as a key buying opportunity for children’s products spanning toys, gifting, licensing and play. Even more encouraging is the surge of new-to-show brands, already exceeding 2025 levels. Newcomers for Spring Fair 2026 include Tonies, Cartamundi, Russko, Hatley UK, Gardening for Kids, Finest for Babies Agency and Cryptic Killers, adding fresh energy and innovation to the mix. At the same time, the sector boasts excellent retention from established players, with brands such as Ty UK, Whitehouse Leisure (Posh Paws), Keel Toys and Ravensburger all returning and underlining the show’s value as a reliable, results-driven buying event.

Visitors can expect a mix of design-led, artisanal and high-performing commercial product - from timeless wooden toys and plush lines to puzzles, games and pocket-money winners. Buyers can tap into key trends

shaping children’s retail, including sustainable materials, educational play, sensory-led design and licensed product with longevity. From handcrafted pieces to high-volume favourites, the sector offers something for every retail model – independents, multiples, online specialists and destination stores alike.

Licensing continues to be a major driver for kids’ retail, and Spring Fair 2026 reflects that momentum. Many KT&P exhibitors are showcasing licensed product, including Plus-Plus, Rainbow Designs, Ravensburger and A.B.Gee of Ripley, with ranges spanning characters, entertainment and lifestyle IP. A major highlight for 2026 is the launch of The Licensing Lab in Hall 4, a new content and discovery hub connecting retailers, licensors, designers and agencies. Buyers can explore licensing strategy, discover emerging IP and see how storytelling and brand partnerships translate into commercially successful ranges. Among the exhibitors, Sluban UK & Ireland returns with over 500 construction sets, including licensed Garfield lines.

One of the most anticipated newcomers is Tonies, as its screen-free Toniebox continues to be a runaway success with parents and retailers alike and is an ideal example of how innovation in the kids’ sector now balances fun, wellbeing and developmental value. Other firsttime exhibitors such as Micki, Swedish Toy House, Toy Connect, Dry Kids, The Lucky Bag Company and Make Believe Ideas add further breadth, while international brands including McHugs, Fahlo, Grubbybub and Mellis BV reinforce Spring Fair’s global appeal.

Spring Fair 2026 goes far beyond sourcing. Six new feature spaces are designed to transform the traditional trade show into an immersive, experience-led event. For toy buyers, highlights include The Merchant’s Corner, offering practical advice for independents; The Hidden Forum, hosting powerful industry conversations, and The Buyers Retreat, a calm space to plan, connect and

recharge. Alongside this, the show continues to champion emerging talent through its New Business Pavilions, #SBS Village in partnership with Theo Paphitis and the Gift of the Year Showcase, offering buyers early access to the next generation of design-led kids’ brands.

With more exhibitors, more licensing, more innovation and more experience than ever before, the Kids, Toys & Play sector at Spring Fair 2026 is set to firmly establish itself as a destination for the trade.

For more information and to register for the show, visit www.springfair.com

Feature Spring Fair 2026 preview

Opportunities at Spring Fair 2026

Jackson Szabo, Portfolio director of Hyve Group, shares with Toy World readers the latest on the upcoming event and what visitors can look forward to at this year’s show.

Following the 75th anniversary of Spring Fair in 2025, how will this year’s show build on last year’s momentum?

Spring Fair 2026 is shaping up to be our most ambitious and experience-led edition yet. Taking place from 1st–4th February at the NEC Birmingham, the show will bring together over 1,200 exhibitors and more than one million products across Home, Gift and Fashion. Our focus is on evolving the traditional trade show into a living marketplace of ideas, where inspiration, innovation, networking and real business conversations sit at the heart of the experience. With a bold creative theme, Retail Alchemists: Masters of the Mix, we’re celebrating the dynamic mix of product, design, storytelling and technology that drives successful retail today. What’s new for the 2026 show?

2026 brings the most significant redesign we’ve implemented in over a decade. To support our Retail Alchemists theme, we’ve created immersive, sensoryrich feature spaces that make the show more navigable and experiential. The introduction of Design at Spring Fair, the return of Glee into the Spring Fair footprint and

improved visitor flow between Home, Gift and Fashion create a more cohesive buying journey. There is so much value-added experience to the show. It truly has evolved from a marketplace into an experience; a living, breathing celebration of retail’s power to inspire, connect, evolve and transform.

How is this year’s event shaping up in terms of exhibitor and visitor numbers?

Spring Fair continues to demonstrate significant growth across its exhibitor and buyer base. Buyer registration is currently tracking 20% ahead year-on-year, alongside a 30% increase in new brands, a 10% rise in new exhibitors and a 20% uplift in international brands. This strong performance underlines the show’s growing relevance and appeal to both established and emerging businesses across the retail sector.

Looking specifically at the Kids, Toys & Play section of the show, where is that located and what can visitors expect to find there?

Retailers looking to source Kids, Toys & Play products will find everything they need in Halls 4 and 5. The sector is primarily hosted in Hall 5, but some fantastic brands can be found in Hall 4 alongside Gift. The sector continues to be one of the most energetic and fast-growing areas of the show. Visitors can expect a carefully curated mix of established global brands and exciting new names across toys, games, gifts, licensed products and play-led innovation. From timeless wooden and educational toys to plush, puzzles, collectibles and licensed ranges, it’s a destination where best-sellers sit alongside fresh ideas and new launches. With more than 100 dedicated exhibitors and strong crossover with gifting and licensing, it’s a highly commercial, discovery-led space designed to spark buying decisions.

What are the main opportunities for retail buyers of toys and kids' products at Spring Fair?

Spring Fair offers toy buyers something truly distinctive: range-building across multiple categories in one place. Buyers can source toys alongside gifting, stationery, party, licensing and lifestyle products, allowing for smarter cross-merchandising and stronger seasonal storytelling in-store. With 38% of products exclusive to the show, buyers gain early access to new launches and emerging trends, including screen-free play, sustainability, collectability and character-driven ranges. It’s also a key moment to secure Christmas lines early, while discovering everyday winners that perform year-round. What opportunities does Spring Fair offer for smaller or emerging toy brands looking to scale in the UK market?

Spring Fair is a powerful launchpad for emerging toy brands. Through the New Business Pavilions and #SBS Village, smaller brands can showcase their ideas directly to serious, purchase-ready buyers from independents to national multiples. The show’s scale gives young businesses immediate visibility, while its supportive environment encourages discovery, conversation and long-term relationships. For many brands, Spring Fair is where they secure their first major stockists, meet licensing partners or gain feedback that shapes their next phase of growth.

What key takeaways should visitors expect to leave the show with?

Buyers will leave Spring Fair with clarity and confidence. From trend insight and licensed opportunities to practical buying inspiration, the show equips buyers to plan ranges that balance creativity with commercial return. They can expect a clear understanding of what will resonate with families, where nostalgia and innovation intersect, and how toys can sit seamlessly within broader lifestyle and gifting offers. Above all, buyers will leave with new connections, fresh ideas and a strong sense of what’s next in kids’ retail, well beyond 2026.

Spring Fair 2026 preview

University Games

02072 540 100 | www.university-games.co.uk

Stand 4E24-F25

Games and Puzzle specialists University Games heads to Spring Fair with an innovative range of over 600 products that feature new launches, best-selling ranges and engaging gifts designed to appeal across ages, interests and price points. From early-learning favourites and licensed sports fun to humour-led games and classic brainteasers, University Games and Lagoon have a gift for the whole family.

The award-winning Learning Journey educational range continues to expand thanks to a new collaboration with the much-loved That’s Not My… touch-and-feel books. This new pre-school collection of games and puzzles includes Floor Puzzles, 4-in-1 Puzzles, and That’s Not My… Match It! games, each packaged in a bright, eye-catching box with rope handles and a sample textured puzzle piece. Focusing on Animals, Vehicles and Favourite Things, this range combines the colourful, well-known illustrations with textured patches, fuzzy sections and tactile surprises to engage little learners. University Games is building on the momentum of its best-selling football-themed games and puzzles range with the addition of the new range of Sports Pocket Dice Games. Covering Football, Tennis and Cricket, these compact, pick-up-and-play titles deliver fast, competitive fun that can be enjoyed anywhere. Easy to learn and perfectly sized for travel, they tap into the continued popularity of dice games and make ideal impulse gifts for all ages.

Arriving this summer, the new Squeeze Poppers Official Licensed Sports Range features Premier League mascots and characters including Moonchester, Gunnersaurus and Chirpy, alongside teams such as Liverpool, Newcastle and Chelsea, plus the official England Lion. Suitable for both indoor and outdoor play, kids squeeze the character’s tummy to launch the foam ball up to six metres. Squeeze Poppers combines simple fun with impressive performance, and an entertaining new range of Animal Squeeze Poppers is set to include an Axolotl, Koala, Penguin, Llama, a T Rex and Frenchie the Bulldog. All Squeeze Poppers are presented in eco-friendly packaging with a reduced shelf footprint.

For retailers looking for something light-hearted, the new Pundamental range offers a playful twist. This new humorous collection of card games and puzzles showcases Jelly Armchair’s simple yet stylish and witty illustrations, with the All Puns & Games Food & Drink and Animal Editions delivering laugh-out-loud moments through clever wordplay such as “Melon Collie” and “Holy Cow.” Two 1,000-piece puzzles, Cat-A-Pillar and Authorful Puns, complete the range.

These new launches join Lagoon’s extensive Project Genius range of wooden brain teasers, with fresh additions including the El Castillo Pyramid and Aztec Family Chest. Also on display will be the popular Pub Games range and innovative National Geographic How Things Work 3D Puzzles range of nine STEAM-focused build-and-play toys, including a Racing Car, Parachute Launcher and Rocket.

The Lumistella Company

sales@babyrepublic.co.uk

Stand 4H24 (Baby Republic)

Following a strong year of growth in the UK, The Elf on the Shelf returns to Spring Fair 2026 with UK distributor Baby Republic showcasing a broader portfolio that reflects the continued evolution of the Santaverse and the brand’s increasing footprint across the festive seasonal category.

With consumer demand building through the years, The Elf on the Shelf has evolved from a single seasonal tradition into a scalable brand ecosystem rooted in storytelling, collectability and accessible price points. With a variety of entry levels and a range of characters whose stories appeal to both new and existing families, repeat participation and sustained involvement support year-round play.

At the heart of the portfolio remains the iconic Scout Elf, whose Christmastime mission is to report nightly to Santa at the North Pole and return to their families each morning before returning to the North Pole at the end of the season. With new props, clothing and kits that enhance scene-setting and keep the Scout Elf central to December traditions, Santaverse continues to grow through a broad assortment of add-ons designed to spark creativity, humour and customisation. These items allow families to create new scenes and story moments year after year, strengthening emotional connection and broadening festive play possibilities.

Another key focus for Christmas 2026 is the continued growth of the Elf Mates line, now firmly established as one of the brand’s strongest UK performers. Positioned at accessible price points, Elf Mates, known as Santa’s kindness elves who stay and play with their families throughout the year, offer retailers a compelling impulse and add-on opportunity, ideal for valueconscious shoppers while still delivering character-led storytelling. Building on its 2025 success, the range expands further for the coming season, reinforcing its role as an effective entry point into the world of The Elf on the Shelf Santaverse. The return of the popular Elf Mates Elf Babies adds further collectability and repeat-purchase appeal.

Elf Pets continues to play an important role in extending the Santaverse year-round. Characters including the Elf Pets Reindeer, Elf Pets Saint Bernard and Elf Pets Arctic Fox Cub have become all-season plush companions, offering comfort, connection and storytelling long after December. Alongside Extraordinary Noorah, Santa’s magical arctic fox, these products support gifting beyond the festive window while deepening long-term brand attachment.

Also featured at Spring Fair are new and refreshed products across The Elf on the Shelf core range, including an extended selection of accessories and props designed to work seamlessly with all elves from the Santaverse. These versatile additions support daily play, social sharing and evolving family traditions.

At Spring Fair 2026, Baby Republic will present a brand portfolio driven by innovation, accessibility and enduring consumer appeal. With strong UK momentum and a clear focus on scalable growth, The Elf on the Shelf Santaverse is well-positioned to deliver another successful Christmas in 2026 and beyond.

Spring Fair 2026 preview

Pyramid International

0116 284 3640 | www.pyramidinternational.com sales.support@pyramidinternational.com

Stand 4D26

Pyramid International will be featuring its KPop Demon Hunters collection at Spring Fair 2026, presenting retailers with a standout licensed range inspired by one of the fastest growing trends in pop culture. With KPop continuing to influence fashion, design and youth driven retail, the licence offers strong appeal to a passionate, highly engaged audience looking for products that feel bold, expressive and current.

Designed to capture the distinctive look and energy of the film, the KPop Demon Hunters range combines striking character artwork with dynamic colour palettes and a strong visual identity. The collection spans multiple product categories including stationery, accessories and gifting, giving retailers flexible options for building eye-catching displays or adding newness to existing licensed ranges. Each product format balances standout design with practical everyday use, helping the range perform across different store types and customer profiles.

From a retail perspective, KPop Demon Hunters offers excellent cross-category potential. Smaller formats such as keychains and stationery work well as impulse purchases, while gifting-focused items provide added value for fans seeking something more considered and collectible. The range can be merchandised as a dedicated feature or integrated alongside other licensed lines to create a cohesive pop culture offering.

The collection is backed by Pyramid International’s in-house design teams and one of the largest licensing portfolios in the industry, ensuring consistent quality and attention to detail throughout. Retailers can also take advantage of Pyramid’s display solutions and category management support, making it simple to showcase the range effectively in store and maximise space.

Retailers can explore the KPop Demon Hunters collection at Spring Fair and speak with the Pyramid International team about opportunities within this fast-growing licence. For trade enquiries, retailers can also contact Pyramid International using the contact details above.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

Stand 4J25 (Rainbow Designs) and Stand 3AM10-M11 (Cardgains)

Pembe the Pink Cat, Care Bears Baby and Disney Dumbo are just some of the new faces joining the prestigious character lineup at Rainbow Designs for 2026. With a dual presence in both Halls 3 and 4 this year, Rainbow Designs will have a full catalogue of the very best in Classic Characters on display, including Paddington, Peter Rabbit, Disney Winnie the Pooh, Mr. Men Little Miss, Bing and Harry Potter the Wizarding World. Making its Spring Fair debut is the international viral sensation, Pembe the Pink Cat. Pembe embodies life’s emotions with curiosity and energy, promoting joy, kindness and self-expression. Capturing this, Rainbow’s new and adorable Pembe the Pink Cat plush collectibles range features six cute 15cm cuddly toys, each paired with a positive affirmation, such as Be You, Have a Hug or Thank You, alongside six collectible plush keychains and two super-soft 23cm cuddly characters. Designed to appeal to tweens and young adults alike, Pembe offers a thoughtful, giftable collection created to add a little joy to everyday life.

2026 will see a celebration of 100 years of Winnie the Pooh. To honour this extraordinary milestone, Rainbow will launch a special Anniversary Collection that includes a commemorative Winnie the Pooh Plush, with a special 100th anniversary tag, alongside a Gift Set complete with a baby soft Winnie the Pooh toy, an illustrated comforter and an engaging ring rattle. These keepsake pieces offer perfect gifting options for new arrivals and special occasions.

A super cute new arrival is the Care Bears Baby collection that is set to delight both nostalgic fans and today’s youngest families. Rooted in the timeless values of love, kindness and friendship, the range captures the warmth of the original ‘80s characters while introducing them to a whole new generation. Baby-soft, loveable versions of Cheer Bear, Funshine Bear and Bedtime Bear feature across a beautiful collection of infant toys, including ring rattles, comforters and the My First Care Bear Soft Toys.

Disney Dumbo also joins the Rainbow family this year with an infant collection inspired by the gentle, big-hearted baby elephant. Created from tactile, baby-safe materials, the range includes a ring rattle, comforter and a huggable My First Dumbo Soft Toy, with oversized floppy ears and a star-shaped teether.

Alongside these new releases, Rainbow will showcase its best-selling Classic Paddington collection, inspired by the iconic Peggy Fortnum illustrations, which offers a Paddington for every generation. Also on display will be the vibrant Mr. Men Little Miss range, the classic Peter Rabbit collections and the magical Harry Potter Wizarding World range.

Contemporary Connections

Discover our new range of 3D puzzle vases

• 162-piece 3D puzzles with Easyclick Technology - no glue required!

• With liner. Suitable for fresh flower display.

• Available from July 2026

Spring Fair 2026 preview

sitting on their own individual mini sofas, or bring spooky fun with Halloween-themed scented bakery, bats and mini ghosts.

Keel Toys

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

Stand 5H20-J21

Keel Toys designs soft toys that customers fall in love with, whilst giving retailers dependable stock, competitive pricing and a trusted, growing sustainability message through its Keeleco collection. Launched five years ago, Keel Toys has recycled over a billion water bottles in the manufacture of this remarkable range.

At Spring Fair, Keel Toys is giving its customers the exclusive opportunity to preview and order more than 100 brand-new lines for 2026. Among them are the evolved Keeleco Wildlife, Farm, Sealife and Dinosaur collections. Visitors can discover Keel Toys’ new seasonal ranges that highlight the cutting-edge in fabric innovation.

Featuring deluxe, soft, eco-friendly fabrics, the festive huskies, gingerbread men and plush Christmas trees are simply irresistible. Retailers can add whimsical charm to their shelves with adorable Christmas-themed characters

Keel Toys is also unveiling Keeleco Enchanted World. Featuring the most luxurious eco polyester ever seen on a soft toy, the collection features 12 captivating animal friends, from Tigers and Snow Leopards to Foxes and Highland Cows. The range also features a Bag Charm version. The Keeleco Botanical Garden features 12 beautiful flowers and plants made from the softest velvet fabrics; each design is vibrant – from snowdrops and pansies to succulents and cherry blossoms. Even the most unsuccessful gardener will be able to keep this wonderful collection in bloom all year round.

Keeleco Bag Charms offer the most comprehensive collection of bag charms on the market; from Keeleco Sealife and Wildlife to Food and Plants, these mini masterpieces include an exclusive Keel Toys logo spinner. Paired with a specially designed display spinner stand, these charms can be a spotlight in any store.

Keel Toys’ recently launched eCommerce platform puts everything retailers need at their fingertips, anytime, anywhere. Retailers can access real-time livestock availability, full order and invoicing history, downloadable product assets and smart search tools – all designed to make sourcing simple, fast and stress-free.

Spring Fair visitors are encouraged to visit Keel Toys’ stand to see the company’s full product range and discover what’s possible when shelves are supported by a supplier that’s ready, responsive and built around how business works.

Ravensburger

01869 363 830 | www.ravensburger.com

Stand 5G24

This year sees Ravensburger’s bestselling range of 3D Puzzle Balls expand with a collection incorporating nightlights. There are six 72-piece Puzzle Balls with Nightlight available at launch, including Pokémon, Paw Patrol and Bluey editions.   Also introducing a puzzle-touch to home décor, the company’s new range of 3D Puzzle Vases will be showcased at Spring Fair. With two contemporary designs available in the launch series, in Sage and Beige colourways, the vases are created by piecing together the 162 shaped pieces. No glue is required to hold the finished design together, and they are complete with a waterproof inner, making them ideal for both fresh and artificial flower displays. The on-trend neutral palettes featured in both colourways complement a variety of interiors, making them an ideal gift for puzzle enthusiasts.

Young Disney fans will love the new Disney Giftables puzzle series. Each one is presented in a beautifully designed and shaped box, making them a perfect keepsake. A series of three Disney Princess designs will be showcased at Spring Fair, including Ariel, Jasmine and Rapunzel editions.

Great for gifting or ideal for a quick puzzle experience, a new range of puzzle sets, complete with a mini display easel, is set for launch in the second half. Each set includes three 100-piece themed puzzles. There are three to choose from at launch.                   Ravensburger’s best-selling My Haven 1000-piece puzzle collection continues to grow in 2026 with No. 13, The Flower Arranger’s Shed, which was launched last month, and, for the first time, there’s a festive touch for the My Haven series with the introduction of No.14, The Christmas Cabin. The two new additions, like all in the collection, are designed by Essex-based artist Steve Read.

The recently launched Ray’s Comic Series of humorous jigsaws has already proven popular, and the first series, Holiday Resort, is completed this spring with the launch of a further two puzzles. The four individual jigsaws in the series can be pushed together to flow as one large image. Also launching this spring, the first two puzzles in series two, Time Travel, join the lineup, featuring the Classical Era and the Middle Ages, and further additions will join later in the year. Ravensburger will present a wide range of games and toys, including bestselling and new items from Brio, including the soon-to-launch Peppa Pig collection comprising a Peppa Pig Train Set and a Peppa Pig Train.

Spring Fair 2026 preview

Cheatwell Games

www.cheatwell.com | steve@cheatwell.com | joe@cheatwell.com

Stand 4F45

Cheatwell Games is celebrating its 40th year in business by kicking off 2026 with a fresh and varied range of games that are easy to learn, fun to play and packed with personality. The company also boasts an extensive range of quality jigsaws.

This year’s range includes FOMO Games, which are pint-sized party games that are full of mayhem and mirth. Each one is quick to learn, fast to play and guaranteed to spark lively table talk. Available as single game titles or as a mixed selection, they are perfect for any party, family gathering or night in.

3 Things is a game of surviving real (and not-so-real) life. Whether players are buried alive by mistake, chased by a gang of rogue clowns or have glued their hand to their own face, they must grab three things that they think will help them out, then explain why their plan is the one that will save their skin. Creativity wins, logic is entirely optional and hilarity inevitable. The million-selling Buzzword returns with newly updated content and a sharper, punchier feel. With fresh clues woven throughout, this classic word-guessing game brings even more energy to the quick-fire wordplay that true game players love.

Who Would You Choose to Save the World? is packed full of fantastic scenarios designed to spark instant discussion and plenty of laughter. From packing a parachute to riding a mechanical bull or even fighting off a swarm of bees, the challenges are wild and the celebrity lineup is even wilder. Would players trust Beyoncé, Batman, Cleopatra or Pikachu? Harry Houdini, Hermione Granger, Elon Musk or Elvis? Players take turns eliminating the least suited, argue over the best of the rest and see who survives. If a player’s pick is the last celebrity standing, they win.

Cat Earth is a fast-paced board game with a comic conspiracy theory twist. Giant mischievous cats roam a flat world, knocking houses off the edge as players use movement cards to stay one step ahead. A laugh a minute, Cat Earth is a game that will appeal to all ages and all interests. Maenwhile, Cheatwell’s Opoly range continues to expand. The incredible success of Golf-Opoly, one of the company’s strongest sellers to date, has inspired the company to develop new darts-themed and pub-themed editions which will arrive later in the year.

Beyond board games, Cheatwell will showcase a new selection of Cobble Hill puzzles, including a wide variety of beautifully illustrated 1000-piece and 500-piece designs. These highquality puzzles appeal to both collectors and casual puzzlers alike and form an important part of Cheatwell’s growing puzzle range. New images have also been added to the popular World’s Smallest Jigsaws range. Each puzzle comprises 1,000 pieces but is just A3 in size – highly challenging and hugely collectible.

Brainstorm

01200 445 113 | www.brainstormltd.co.uk | sales@brainstormltd.co.uk Stand 5G39

At Spring Fair, Brainstorm will expand its Activity Kit range with the new Build a Body, a hands-on anatomy set featuring a 28cm human model with 29 removable parts, including a full skeleton and colourful organs. Kids can discover how bones and organs fit together and display the finished model on its clear stand. Like many Brainstorm Toys products, Build a Body comes with a secret code which unlocks fun online human body facts. Joining the other four Activity Kits: Dazzling Dig Kit, Create Crazy Bubbles, Fun with Slime and Cool Chemistry, the value-packed STEM set, teaches children about the world around them.

Made from environmentally friendly, biodegradable card, Eugy is a collectible phenomenon. Recently featured on ITV’s This Morning, Eugy now includes over 110 models for children and adults to create and collect. Easy to make by following a simple number sequence, the 3D Eugy figures are assembled using non-toxic glue. Retailers can add to their Eugy range for 2026 with the cute and playful Wobbly Eugy, which wobbles when built. The new Wobbly range begins with Pufferfish and Robin. A Eugy Dove features whispering wings of peace, a sky-painted body and olive beak of hope, while other new SKUs include Axolotyl, Ocean Sunfish and Seahorse.

The Wow Art brand has a collection of crafts to inspire creativity in kids of all ages. Fans of the popular Water Art will love the new Puffy Art range. Kids can 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 four colours (two dual-ended marker pens), four pre-drawn canvases and a handy water applicator. Kids will love seeing cute animal pics, including a lion, panda and chick, become 3D. The Puffy Art Foodies large pack features four dualended marker pens with eight colours and six pre-cut canvases. This set also comes with six key chains, six perforated blank canvases and two water applicators to design culinary creations. The ever-popular Water Art range continues with a new Sea Life themed set to make magical artwork that floats on water.

5L30

Spring Fair 2026 preview

KTL

01395 234 600 | www.kandytoys.co.uk | enquiries@kandytoys.co.uk

Stand 5J10-K11

At Spring Fair 2026, KTL will announce a landmark partnership with Zuru, one of the world's largest and most innovative toy companies. This strategic collaboration marks a significant milestone for KTL, as it continues its diversification into the dynamic and highly sought-after realm of licensed toys. Zuru's global reputation is built on a portfolio of innovative and marketleading products that captivate consumers worldwide. The company’s commitment to creativity and quality makes this alliance an exceptional opportunity for KTL's continued growth, with access to Zuru's cutting-edge and commercially successful lines the "icing on the cake" for KTL's strategic expansion initiatives.

KTL brings to the partnership an extensive and deeply established customer base, complemented by a robust and highly efficient distribution network that spans the entirety of the United Kingdom and Ireland. This formidable infrastructure is perfectly positioned to enable Zuru to significantly broaden its market penetration and reach a wider audience, particularly within the crucial independent retail sector. The partnership directly addresses a long-standing demand from independent toy retailers across the UK which have been seeking enhanced access to premium, high-demand licensed products from major global brands like Zuru. KTL's proven ability to serve these independents effectively will now provide them with unparalleled access to Zuru’s product range, empowering them to compete more effectively and offer customers the latest and most popular toys. This alliance promises to benefit retailers and consumers alike.

KTL is reinforcing its commitment to its core product offerings. The company is strategically focused on its primary strengths, ensuring continued success in its established markets. A key element of this strategy is the significant expansion of its product line. For the 2026 season, KTL has additionally unveiled over 400 of its own new products. This substantial addition significantly broadens its already well-regarded pocket money range to enable customers to continue enjoying the healthy margins that have made this range so successful. Carefully managing product development and market positioning underscores KTL's commitment to both growth and maintaining its core values.

Wilton Bradley

Stand 5G30-H31

Spring Fair remains one of the most important dates in Wilton Bradley’s calendar – it gives the company the opportunity to connect face-to-face with key retailers, buyers and partners at the very start of the year, and to showcase innovation across its ranges. For Wilton Bradley’s pre-school products in particular, the show allows the team to demonstrate quality, functionality and play value of the range in person.

Spring Fair marks the official launch of Snootz, which has been developed specifically with pre-schoolers in mind. Each character-led ride-on is packed with engaging features, including smooth 360-degree castor wheels, character sound effects and under-seat storage. The range encourages movement, sensory play and storytelling, while remaining practical and durable for everyday use, all key considerations for today’s pre-school market. Wilton Bradley will also be showcasing selected products from its Xootz range that support early years development through active play and confidence building.

Wilton Bradley’s main aim is to strengthen relationships with existing partners, open new accounts and gain valuable insight into retailer expectations for the coming year. Ultimately, the supplier aims for visitors to leave its stand with a clear understanding of its commitment to quality, creativity and active pre-school play.

Looking ahead to 2026, Wilton Bradley expects continued demand for imaginative, character-led pre-school toys that encourage active play and early development; trends that sit perfectly with Wilton Bradley’s pre-school ride-on and early bike ranges.

Spring Fair 2026 preview The Science Museum

www.sciencemuseum.org.uk

Stand 4F60 (Funtime Gifts) and Stand 4D84-85 (British Fossils)

Visitors to Spring Fair 2026 will have the chance to explore Science Museumbranded products that inspire curiosity, creativity and learning, thanks to two trusted partners: Funtime and British Fossils.

Funtime will be showcasing its Science Museum ranges, designed to make scientific concepts engaging and accessible for all ages. These products combine hands-on fun with enriching learning experiences, offering retailers a unique opportunity to tap into the growing demand for STEM-focused gifts and toys. Highlights include the Scientific Lighting collection, which brings the principles of light and energy to life in a fun, interactive way. The Materials Science range encourages hands-on experimentation and creativity at home, with sensory slime play as a standout feature. The awardwinning Noodle Slime is a unique kit that lets consumers create colourful slime strands by squirting their chosen slime colour into an activation solution. Kids can pull out vibrant noodles, bend them, snap them, reseal and repeat; it’s science and creativity rolled into one engaging experience.

British Fossils brings the natural world to life with its Science Museum range, designed to encourage discovery about Earth sciences, giving children and adults the tools to explore and learn through hands-on activities. The company’s Science Museum collection includes a fossil collecting kit, gemstone collecting kit, mineral collecting kit and a break-your-own geode kit. These products bring the wonders of geology into homes, offering hands-on experiences that spark curiosity about the natural world. Beautifully packaged and backed by the Science Museum name, these kits make ideal gifts and educational resources for families, schools and hobbyists alike.

All the ranges feature the Science Museum’s trusted STEM badge, ensuring quality and educational value that parents and educators love. The Science Museum’s STEM badge is all about ensuring that products deliver playful science learning in a way that’s meaningful and engaging. These ranges from Funtime and British Fossils capture that ethos; they combine fun with education, helping children and families explore science beyond the classroom.

The Science Museum’s commitment to learning through play dates back to its first children’s gallery in 1931. Today, that legacy continues with products that tap into sensory play, curiosity and discovery.

Readers can explore these Science Museum ranges in person at Spring Fair with Funtime Gifts (stand 4F60) and British Fossils (stand 4D84-85).

Sluban UK & Ireland

www.slubanstore.co.uk | sales@playbrickshop.ie Stand 5K14

Sluban UK & Ireland turns its attention to the season ahead with fresh ideas and colours, including its extensive Flower and Plant range.

Sluban’s success in traditional construction themes such as buildings, ships, planes and army has blossomed into an entirely new category: Sluban Flowers and Plants. These building sets are emerging as a real trend, offering a creative and striking alternative that appeals across generations. Suitablr for children, teenagers and adults, this category represents a powerful blend of play value, display appeal and gifting potential.

Sluban’s Flowers and Plants sets invite builders to slow down, focus and enjoy the process. Each set transforms familiar building blocks into intricate petals, stems and leaves, creating lifelike flowers that can be displayed long after the final piece clicks into place. Sluban’s flower design mirrors the complexity of real petals, providing a satisfying build experience with a timeless floral aesthetic. The result is a decorative object designed to brighten up living rooms, desks, bedrooms and office spaces.

A collection of 18 different floral sets ranges from elegant roses to instantly recognisable lilies. The stems average around 40 cm or 16” and the included vase is 21 cm or 8.5”. They can all be ordered in singles.

Beyond classic blooms, Sluban has a large selection of plants in over 30 different designs, including cacti, succulents and tropical flowers. The plant sets are supplied in counter displays containing six plants each. The plants are a bit smaller than the flowers at around 15 cm/ 6” tall and 8 cm / 3.2” wide, and the counter displays can be ordered in singles. Both the flower and plant sets stand out on shelves, making them particularly attractive for retailers seeking eyecatching product lines.

A compelling aspect of these sets is their cross-generational appeal. For children, they develop fine motor skills, spatial awareness and patience, all while introducing them to nature-inspired forms. For teenagers and adults, they offer a mindful building experience and a creative pause from screens and schedules.

The full Flower and Plant range will be on display at the Spring Fair, stand 5K14 Sluban is also seeking a motivated, Independent Sales Agent to drive market share in their own territory. The company has a vacancy for the Midlands, Wales and Northern England, and invites anyone interested in this role to reach out via sales@playbrickshop.ie.

Spring Fair 2026 preview

PMS International

01268 505 050 | sales@pmsplc.com

Stand 1C31-D30, 1C11-D10, 1C21-D20

PMS International returns to the NEC Spring Fair with one of its most comprehensive and innovative product showcases to date.

Following its hugely successful launch in 2025, PMS’s Halloween property, The Boo Crew, returns with even greater momentum and strong retailer interest for 2026.Visitors can look forward to the unveiling of new characters as the Boo Crew expands with a new cast of quirky, spooky characters ready to step confidently alongside its existing pumpkin and skeleton dolls. The appeal of The Boo Crew brand lies in its collectible world of spooky character dolls, with each season introducing new personalities to engage the consumer.

2026 also brings a significant expansion to the product range with the introduction of Boo Crew doll accessories, including more Boo Crew Couture and other add-ons, as well as a full suite of other decorative and partyware products designed to make every Halloween celebration feel complete.

PMS International invites all visitors to Hall 1, to discover its most exciting and diverse lineup yet at Spring Fair.

Spring Fair 2026 preview

A.B.Gee

01773 570 444 | www.abgee.co.uk

Stand 5L30

A.B.Gee will be returning to Spring Fair, marking an exciting comeback to the show after a few years away.

This year, the company will be presenting a broad and carefully curated portfolio, designed to appeal to a wide range of retailers and consumers. Licensed collectibles and pop-culture favourites will be represented by Funko and Loungefly, offering strong fan appeal and proven sell-through. Tubbz and World’s Smallest will add further impulse-led and novelty options, ideal for gifting and specialist retail.

The range includes Tooky, with quality wooden and developmental toys, and Lisciani, known for educational games and science-based learning, alongside Kidicraft, Blueprint, Red Toolbox and a host of other popular brands. These ranges all combine to add hands-on, construction and craft-led play into the mix, while Fubbles delivers classic outdoor fun with its popular bubble lines. Together, these brands create a balanced offering that spans collectibles, gifts, educational products, outdoor play and timeless toy categories.

The return to Spring Fair also represents an opportunity for A.B.Gee to broaden its customer base and connect with new audiences. The team is keen to meet buyers from a variety of sectors, including gift retailers, garden centres, tourist attractions and other specialist outlets, and to demonstrate how the portfolio can perform across different retail environments. With a strong mix of established names and fresh product, the focus is firmly on opening new conversations and creating lasting partnerships.

Inside Out Toys

01908 969 969 | www.insideouttoys.co.uk sales@insideouttoys.co.uk

Stand 4C84-D85

Inside Out Toys marks a major milestone at Spring Fair 2026 as it celebrates 10 years of the Jumini brand. Since launching in 2016, Jumini has grown from a small wooden toy collection into a multicategory brand family celebrated for its sustainable values, soft aesthetic and broad gifting appeal. To commemorate the anniversary, Inside Out Toys will unveil a focused selection of headline new launches across the range – each chosen for strong retail potential and cohesive storytelling.

For 2026, Jumini Baby receives a gentle, modern refresh, with new pastel colourways introduced across several best-selling silicone and wooden toys, including stacking boats, shark boats and key teethers. The 2026 line-up also features colour-coordinated wooden toys, including the Cloud Stacking Tower, the Pull-Along Friends and a curated Baby Gift Set designed as a ready-made gifting solution. The new High Chair Bead Coaster adds a practical, developmental play option that supports early motor skills.

The Jumini Friends plush collection welcomes two charming newcomers for 2026: Hattie the Hippo and Gerry the Giraffe, both available in large and small sizes. With their gentle expressions, soft textures and modern palette, these lovable characters broaden the Jumini Friends world and enhance gifting options for babies and young children.

The most significant 2026 launch is Jumini Junior – an entirely new lifestyle and activity range centred around four woodland characters: Bear, Fox, Owl and Bunny. The collection spans coordinated silicone feeding products, cutlery, sippy cups, lunch boxes and stainlesssteel water bottles, alongside children’s umbrellas and a full chalk activity range featuring six colourful formats. With strong shelf impact and year-round gifting appeal, Jumini Junior introduces a fresh new dimension to the Jumini universe.

Within wooden toys, the 2026 collection includes the new Horse Stable Set, expanding the popular small-world farm range. The Bunny collection introduces three new wooden items: the Bunny Ball Rattle, Bunny Heart Rattle and a Pink Xylophone – each designed with soft, giftable appeal. The Blue Xylophone also joins the 2026 lineup within the retro-themed wooden collection. The beautifully packaged Giftable collection expands for spring 2026 with three new musical instruments: a Tambourine, Maraca and Clapper. Each piece is designed in the soft, earthy tones signature to the Giftable range, offering strong margin opportunities and attractive display appeal.

Inside Out Toys supports stockists with POS solutions, merchandising advice and digital assets. Free stock offers will also be available to visitors at Spring Fair.

Spring Fair 2026 preview

Blue Sky Designs

0113 387 9670 | www.blueskystudios.co.uk | sales@blueskystudios.co.uk

Stand 4E60

At this year’s Spring Fair, Blue Sky Designs will be launching several new officially licensed product ranges, starting with what is anticipated to be the hottest property of the year – KPop Demon Hunters. Blue Sky will be showcasing a comprehensive KPop Demon Hunters range, featuring over 30 products that cover lighting, gifting, stationery and bags. Blue Sky’s Golden range is a limited-run collection and is expected to be in demand. One of the standout products in this collection is the colour-changing Derpy lamp, featuring 17 colour-changing LED lights that create a magical effect. This product is both battery and USB-C powered and can be either wall-mounted or used with its display stand.

There will be a dedicated KPop Demon Hunters section on Blye Sky’s Spring Fair stand, and visitors are invited to pop by to fully immerse themselves in everything KPop Demon Hunters and have a selfie with the super cute, life-size Derpy.

Blue Sky Designs’ already extensive range of Sanrio characters will expand once again as Blue Sky brings Hello Kitty’s friends into the limelight. Visitors should look out for an eye-catching new range of PomPom Purrin, recently voted the number one Sanrio character in Japan. Among the many high-quality, adorable products in this range, a favourite so far amongst the company’s design team is the 30oz bright orange tumbler. Blue Sky also has a new Hello Kitty and Friends Mushroom range on show, alongside a Kuromi range featuring the character with a hoodie, headphones and Japanese skyline backdrops.

With momentum already building towards the new HBO Harry Potter series, Blue Sky has developed a new Property of Hogwarts exclusive range, with a nostalgic prep look, strong block colours and premium Metallic Gold finishes. Stock arrives in March.

Blue Sky will also be showcasing a brand new Mofusand Meadows range to complement its hugely successful Coffee & Donuts collection, featuring the most adorable, playful cats from Japan. Blue Sky looks forward to welcoming all its existing customers, new customers and licensing partners at the show to see all the newness for 2026 for themselves.

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

Stand 5L20-M21

The kawaii craze remains a standout trend taking over the market, and Posh Paws is launching new kawaii-inspired brands this spring. Kanashiko is a key new launch with a range of plush baby dolls in fun costumes, including a flower, bubble bee, bunny, frog and sushi, all with cute kawaii-style vinyl faces. In October, Posh Paws launched the adorable Onikuma plush and saw instant success from pop-culture specialists. With interest building across toy specialists and grocers, the range has increased this year to meet demand. Both trend-led brands are also available as blind box plush bag charms, mini plush surprise capsules, flocked fur figurines and a selection of 2D and 3D keychains and phone charms. More new products and series will be available throughout the year to expand the range and add to the collectability of the brand.

Kawaii Kuties has grown in popularity since its launch in 2024. The brand has been consistently updated with new designs and collectible gifting lines to keep it fresh and up to date with the latest trends, which has led to domestic and international growth. At the Toy Fair, a new range of arts & crafts and stationery lines was unveiled that show the versatility of the brand, expanding its offering and giving consumers a wider variety to choose from.

Posh Paws' new Bloom Bunch plush flowers are an assortment of super-cute, brightly coloured flowers with adorable detailing that allow consumers to mix and match their own gorgeous plush bouquets and create beautiful arrangements that they can treat themselves to or gift others. Packaged in a decorative CDU, there are five species of 9” flower plushies to bunch together in a branded sleeve that is included free-of-charge, to make them even more

Posh Paws’ best-selling gift range, Swizzels Love Hearts, offers a selection of high-quality, cute plush characters with a fun, heartfelt and inspiring message embroidered on a coloured Love Hearts sweet; ideal for every day, seasonal and special occasions gift ideas, as the creativity of Posh Paws' loveable designs combines with an iconic British confectionery brand.

Vinyl ducks are another popular craze that kids and adults alike are collecting, and Posh Paws is bringing this trend to the plush category with its fun, new collectible Quack Pack range of plush ducks, bag charms and blind boxed vinyl gifts.

Posh Paws’ licensed plush range will be boosted with the launch of new Powerpuff Girls plush toys, bag charms and collectible blind boxed gifts celebrating the iconic, fashion-forward, nostalgic brand. Licensed favourites in the existing plush offering include the biggest movie and animated TV content, ranging from pre-school property Gabby’s Dollhouse with new fairy costume characters to epic blockbusters How to Train Your Dragon and Jurassic World and new plush toys for the upcoming One Piece season 2, on Netflix from 10th March.

FRESH THIS MONTH:

fresh

L.O.L.Surprise!MermaidsMakeoverMagic

MGA Entertainment • 07488 335 251 • www.mgae.com

This spring, L.O.L. Surprise! is set to make a splash as the brand elevates its highly successful Mermaids range with the introduction of make-up. Combining children’s love for collectibles and cosmetics, the new L.O.L. Surprise! Mermaids Makeover Magic range features a new play pattern that allows fans to create their own mermaid makeup looks for their Tot and themselves. Suitable for children aged four years and over, there are six adorable Tots characters to collect. Each Mermaid Tot includes a detachable tail and two colours that can be mixed together to create unique shimmery make-up; children can then store the makeup inside the Tot and take her on the go. Completing the range is the L.O.L. Surprise! Mermaids Makeover Magic Baby Sisters featuring a brand-new make-up stamp surprise. Children simply pop open the Baby Sisters tail to reveal the unique stamp.

KidAntics • www.oneloveplush.com sales@oneloveplush.com

One Love is a curated collection of soft toys and bag charms designed to snuggle, cherish and share. Crafted from the brand’s signature ultra-soft 100% recycled fabric, each soft toy has a body design that doesn’t just hug – it snuggles. By snuggling into the child, the toy has been designed to melt worry, create giggles and wrap the child in cosy comfort.

The new range aims to add to the long-established role of soft toys in early childhood, with products featuring a combination of environmentally friendly materials and comfort-based designs that calm and reassure young children. Each soft toy features distinctive designs which allow them to flop against the child and fit naturally into their arms for any real snuggles waiting to happen.

Within the assortment, there is a goose, horse, unicorn, giraffe, panda, cat, snow leopard, lion, dinosaur, red panda, bear, tiger, elephant, sloth, dachshund, French bulldog, poodle and husky. All of these plush animals can be purchased alongside corresponding bag charms which are ideal for gifting, travelling and everyday use.

The One Love range is available in the UK and Ireland through toy and gift supplier KidAntics. For more information, contact KidAntics using the details above.

Scentastics

Wigston Global • 0740 260 1402 • ben.cornwell@wigstonglobal.com

By combining vibrant design with playful, fruit-inspired scents, this new Wigston-developed brand has been designed to turn everyday creative activities into something children can experience, not just play with.

At its core, Scentastics is about joyful discovery. The scented dough range takes familiar play patterns and gives them a fresh, exciting lift. Brightly coloured doughs with instantly recognisable scents invite children to play, while a broad assortment of formats ensures there’s something for every type of play setting. From single and multi-pack dough pots for freeform creativity to more structured playsets such as Burger Bar, Pizza Party, Crazy Cuts and Smoothie Bar kits, the range encourages role play, storytelling and fine motor skill development, all while keeping things light-hearted and fun.

Crucially, the scents are carefully balanced to enhance the play experience without overpowering it. They spark curiosity, prompt conversation and add an extra layer of engagement that keeps children coming back for more; the kind of detail parents appreciate and children remember.

Extending the brand beyond compounds, the Scentastics scented stationery range brings the same playful DNA into the world of colouring, writing and activities. From scented pens, glitter pens and markers to colouring pencils, sticker pads and activity books, each item is designed to feel collectible, giftable and instantly appealing. The result is a range that works just as well in the stationery aisle as it does in toys, opening up valuable cross-category opportunities for retailers. Visually, Scentastics is bold, with bright colours, friendly characters and clear ‘smell me’ cues to ensure strong shelf standout and instant communication. The packaging does the hard work, clearly signalling fun, creativity and that all-important sensory twist.

To find out more about Wigston Global’s Scentastics range, contact Ben using the details above.

Allegedly

I must admit that I didn’t brave the Boxing Day sales last year, partly because we still had a house full of guests, and partly because I have found Boxing Day a rather disappointing experience in recent years. Apart from a few exceptions, the ‘sales’ aren’t really that special anymore – so it’s no great surprise that the BBC was reporting footfall being down by mid-afternoon. Miraculously, the story changed the following day, claiming that shoppers had descended on stores late in the day – indeed, the story claimed that footfall grew “between 5pm-11pm.” Which is strange, because most stores around these parts (including the grocers) all seemed to shut at 6pm. Maybe the writers had been over-indulging with the festive spirit, or maybe they’d just left it to AI to write…

The week following Christmas was certainly a busy one for many High Streets and Retail Parks across the UK and Ireland. Admittedly, when I ventured into town, just as many people seemed to be queueing to return things as to buy them, but hopefully that wasn’t the case in toy stores. Online retailer ASOS has announced that it will be introducing a handling fee for what it describes as ‘serial returners’, which I think is entirely sensible. As ever, profit is going to be a key discussion point in just about every retail conversation this year, and measures like this can’t be off limits anymore…

The search for (greater) profit is one of the main reasons why some people from the toy community still head to Hong Kong just after the New Year – it remains a destination to seek out FOB and own label / own brand lines which offer more generous margins than branded lines, which are vital to help retailers to achieve a healthy margin balance. Of course, it’s undeniable that not as many people make the trip as used to in days of yore (and in this instance, ‘days of yore’ essentially means up to 2020) – on the plus side, the fact there are fewer Americans (and Brits) heading East means you don’t get the crazy situation of people flying out before the New Year bells have even chimed…

Retail results from the festive period are still being unveiled as this issue goes to press. While we still await news from Circana on festive trading numbers across the whole UK toy market, there has been an encouraging announcement from The Entertainer, which posted a +3.5% increase over the festive season. Speaking to the Today programme on Radio 4, Group CEO Andrew Murphy commented: “While that’s a performance we’re pleased with, with sales comfortably ahead of the BRC reported performance for the non-food market, we did notice that customers were trading down slightly in terms of average transaction size, so our teams in head office and across the country had to work hard for these gains. Stand out successes included The Traitors board game from Vivid, the resurgent Meccano brand and anything related to KPop Demon Hunters. Regionally it was a mixed picture, but store clusters around Leeds, Bristol and Glasgow performed very well. In terms of the biggest individual store by store contributions, Lakeside, Bluewater, Stratford and

Sheffield Meadowhall were among the very top performers across our 152 stores, with regional malls showing the strongest performance overall and high streets suffering in some very wet weeks at the start of the month.” Good to see the changes which The Entertainer made in the run-up to Christmas paying off…

However, not all retailers enjoyed a successful festive trading period. While grocers Tesco and Sainsbury’s both posted strong performances – largely driven by food sales – Argos unfortunately didn’t fare quite so well. Sainsbury’s blamed “significant headwinds” from weak consumer confidence, heavy online competition and widespread discounting for a fall in sales at Argos over the Christmas period. So, while Sainsbury’s increased sales by +3.4% in the three months to 3rd January, Argos sales fell by -1% in the period. Argos performed particularly disappointingly in the crucial final six weeks, with sales down -2.2% compared with the Sainsbury’s chain’s +4.6% increase. Whether this performance will lead to further speculation about the potential sale of Argos remains to be seen, although conversely it could be argued that the strong Sainsbury’s numbers may give the retailer some headroom to invest in the Argos business to breathe new life into it…

Modella Capital is facing an entirely different level of challenge, after it put its Claire’s and the Original Factory Shop chains into administration in early January, putting 2,500 jobs at risk. Reports claimed that tough trading conditions and “alarmingly low Christmas trading” left both businesses in a vulnerable position. The hope is that administration will give Modella breathing space to find a new buyer for the chains. Modella only purchase Claire’s in September, so that does seem to be an incredibly short space of time to turn it round before deciding to offload it…

Although Modella is allegedly not alone in looking to rapidly ‘flip’ a new acquisition – it has been reported by Sky News that investment firm Carlyle, the new owner of the Very Group, is already planning to put the business up for sale, having only purchased it in November 2025! The story put forward the theory that Barclays and JP Morgan will conduct an auction of the online retail business, with a quoted valuation between £2-2.5b. I feel for the great toy team at Very, who have kept up a strong performance despite the frequent ownership changes – it must be very unsettling…

Finally, the announcement that Judd and Laura Zebersky will be stepping down from their roles at Jazwares in March certainly came out of the blue. The company Judd founded almost 30 years ago remains a true powerhouse in the toy market, and with the sale of the business to Warren Buffet’s Berkshire Hathaway group a few years back, the foundations have been laid to enable the pair to move on. David Neustein, currently chief Operating officer, will be assuming the role of CEO, ensuring continuity and a smooth transition. We wish Judd and Laura all the best with whatever comes next.

AT:

Kong Showroom: 6-14 Jan / London

& E98 - 21-23 Jan Nuremberg:

B81-C80, Hall 7, 28 Jan-1 Feb / Spring Fair NEC:

To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

Feb