Issuu

July 2026 Volume 15 Issue 11

www.yugioh-card.com/eu

NEW VERSIONS OF STARLIGHT RARES AVAILABLE!

YuGiOhCardEU *Date subject to change

The Team... John Baulch

Co-Founder & Publisher john@toyworldmag.co.uk 01442 502 408

CONTENTS July 2026 Volume 15 Issue 11

50 Feature: Construction Toys

Feature: Tech Toys & Gadgets

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405 07710 532 952

Freddie Nicholas

Senior Media Sales Executive freddie@toyworldmag.co.uk 01442 502 408

Caroline Tonks

Editor caroline@toyworldmag.co.uk 01442 502 406

New

Regulars

Features

07 10 18 20 26

22 Generation Media 37 Talking Shop 44 Circana 46 Fresh 118 Allegedly

30 Special Feature: BLE Preview 32 Special Feature: Toymaster Review 50 Feature: Construction Toys 72 Feature: Tech Toys & Gadgets 88 Company Profile: Asmodee 92 Feature: Beauty, Jewellery & Fashion 102 Brand Profile: L.O.L. Surprise 104 Opinion: Precisefy 106 Feature: Dress up & Role Play

From the Publisher News Industry Moves Marketing World Licensing World

Contributors Mark Buschhaus | Stephen Barnes Emilie Erktan | Glenn Waller

Gabriela Jiménez García Deputy Editor gabriela@toyworldmag.co.uk 01442 502 406

92 Feature: Beauty, Jewellery & Fashion

106 Feature: Dress up & Role Play

Anna Whyte

Assistant Editor anna@toyworldmag.co.uk 01442 502 406

Alakat Published by

Mark Crowford

Design and Production Manager markc@toyworldmag.co.uk 01442 502 405

www.toyworldmag.co.uk Simon Lewis

Managing Director simon@lewisbusinessmedia.co.uk 01825 983105

@toyworldmag @baulchtweet

toyworldmag

Toy World 5

Toy World Magazine

The Maylands Building Maylands Avenue Hemel Hempstead Herts HP2 7TG

s I am still easing my way gently back into the world of work after my recent surgery, I unfortunately wasn’t able to attend the BTHA reception at the Houses of Parliament last month, although our editor Caroline was delighted to join the toy community delegation on the day. The event, which brought together toy industry representatives, MPs and officials in the government, shared the findings of the BTHA’s latest investigation, which showed shocking numbers of dangerous toys are still being sold across online marketplaces. No great surprise there, sadly. I think we all know that it’s going to take legislation to make a real dent in the tidal wave of tat emanating from online platforms.

from the publisher

John Baulch - @Baulchtweet

Following on from this important meeting, toy retailers have been keeping up the pressure. The Entertainer’s Andrew Murphy OBE wrote an open letter to the government, printed by The Times, warning the government that its inaction on closing the ’de minimis’ import tax loophole is likely to result in the UK becoming a dumping ground for unsafe products – and could result in the loss of more UK retailers and further high street closures. TRA Chairman Geoff Sheffield backed Andrew’s letter, calling on the government to “accelerate the legislation to prevent more of our members disappearing from the UK high street”. Encouragingly, a few days after Andrew’s letter was published, The Times ran a follow-up story claiming that ministers are currently reviewing whether reforms can be introduced earlier than the previously announced 2029 timeline. The government’s previous stance – which argued that a gradual transition was necessary to avoid disruption at ports and customs checkpoints – is now up for debate, so it’s important to maintain the pressure over the coming weeks and months in the hope that the proposed measures can be brought forward. And as we have seen with the social media ban, the government has shown that it can move swiftly when it decides it is politically expedient to do so. Let’s hope the consultation decides that a clampdown on low-value imports can be introduced equally promptly. In terms of the social media ban, Generation Media has written a handy explainer this month, exploring some of the challenges and opportunities that will arise from the situation. From what I have read, the general feeling is that it may not be as disastrous for the toy market as some initially envisaged. It does appear that the biggest impact might be felt more amongst teen audiences than kids of toy buying age. YouTube kids is not on the banned list, and if anything, the new regulations might even help to push more kids towards appropriate platforms

and channels including linear television, streaming services, console gaming and similar alternatives. Although don’t underestimate the resourcefulness of kids – many will no doubt already be working out ways to get around the ban. It’s been fascinating to read responses to the social media ban – from my small sample base, it feels like a fairly high percentage of parents are broadly in favour of it. I must confess that I feel we were lucky to bring our daughters up in a pre-social media age – it’s a minefield, and I can’t help feeling that it will be harder to put the genie back in the bottle than some people think. There’s also an argument to say that the ban lets tech giants off the hook to a degree, when arguably they should be the ones effectively policing content and regulating access to their platforms. In that respect, there are parallels with the online retail debate: whose responsibility is it ultimately to ensure that they are complying with the same regulations that their competitors (whether that be physical retailers or broadcast channels) have to adhere to. No wonder career politicians with little experience of the ’real world’ are finding it a tricky dilemma to navigate – which is why it is so important to keep making our voice heard. Kudos to the BTHA, TRA, Andrew Murphy and everyone else who is making sure that happens. Elsewhere in this issue, we shine a spotlight on a diverse range of product categories, including the powerhouse Construction toy market and the cutting-edge Tech category, both of which will be boosted by a host of major new launches in the run-up to the festive season. In addition, we’re also highlighting several emerging categories, such as Beauty, Jewellery & Fashion and ’School Ready’, which offer toy retailers the opportunity to secure incremental sales from a slightly older demographic and parents of younger children respectively. We also take a look at the evergreen Role Play and Dress Up market, which is one of the toy industry’s most enduring sectors with several peaks across the year, including Halloween. As we enter the second half of the year, all eyes start to turn towards the festive season. We’ve had a great first half, all things considered: this month’s Circana column confirms that the UK market was up +12% to the end of May, with the month of May itself enjoying a very healthy +20% increase. Retailers are happy, there are plenty of ranges in demand and – as we go to press – there is a good chance that the Strait of Hormuz is about to re-open as the US and Iran reach some kind of settlement. That will help on a practical level (oil and petrol prices should hopefully fall quickly) and also on a psychological level – if consumer confidence can bounce back, we could be looking at a very strong run through to Christmas and a year to remember. Fingers crossed…

Making lives more playful Contact us today to find out how our exclusively-senior expertise, deep market knowledge and unique FOCUS methodology ensures we deliver playful-yet-transformational results for clients. www.playtimepr.com | 01908 032 700 | tw@playtimepr.com

- meaningful schools outreach - influencer campaigns - media relations - creative activations - events and more -

Toy World 7

Out of this world new releases!

TRAVEL MINI PACK

BALL RUN LAUNCHER PACK

BALL RUN GALAXY PACK Featuring Light Up Balls

LIGHT ROCKET PACK

News The Entertainer announces major micro-donations milestone The UK’s largest toy retailer has revealed that it has now reached the £1m mark for each of the four leading children’s hospitals it supports in the UK: Alder Hey Children’s Hospital in Liverpool, Birmingham Children’s Hospital, Bristol Children’s Hospital and Great Ormond Street Hospital Charity. The Entertainer reached the milestone in the last month due to customer micro-donations made at tills in 150+ stores. The donations raised have helped fund vital care, specialist equipment and support services for seriously ill children and their families across the UK. As the first retailer to work with Pennies, The Entertainer’s customers have had the opportunity to round up their cashless purchases to the nearest pound since 2011, with every penny supporting UK-registered charities. In total, the partnership has raised £6.4m for more than 500 charities. “At The Entertainer, supporting causes that bring comfort, hope and moments of joy to seriously ill children feels deeply important to us,” said Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer. “We’re incredibly proud to have reached this significant milestone, which is a testament to the generosity of our customers and the value of our partnership with Pennies.” Alison Hutchinson CBE, Chief Executive Officer of Pennies, added: “We are delighted to celebrate this incredible milestone with The Entertainer and its customers. Raising £4m through millions of micro-donations, helping to fund vital care and bring moments of play, comfort and joy to children in hospital is a remarkable achievement. Thank you to The Entertainer team and to every customer who presses ’Yes’.” Fiona Ashcroft, CEO Alder Hey Children’s Charity, added: “We are incredibly grateful to The Entertainer and its customers for helping to reach this remarkable milestone. Partnerships like this create real and lasting impact for children and families both here in our local communities and for the thousands of children from across the UK who come to Alder Hey for specialist care every year.”

BTHA calls for stronger controls for online marketplaces An investigation by the British Toy & Hobby Association (BTHA) has found that 90% of toys it recently purchased from third-party sellers through major online marketplaces failed to meet the UK’s strict toy safety requirements, showing no improvement in results from last year. The findings were revealed at an event in the Houses of Parliament which brought together toy industry representatives, MPs and government officials. The BTHA has been campaigning for online marketplaces to be accountable for the safety of products sold through their platforms and has now called on the government to introduce strong legal requirements to prevent the sale of unsafe products, supported by strong penalties and enforcement action for those who fail to meet the required standards. A keynote speech, delivered by Kate Dearden, Minister for Consumer Protection, set out the government’s intention for closing the gap in legislation, providing support for responsible businesses and continued consumer protection. Clive Jones MP, Liberal Democrat MP for Wokingham and former BTHA Chairman, sponsored the event. Parent advocate Sam McCarthy, who has been working with the BTHA since 2021, shared her story after her two-year-old daughter had to undergo surgery after swallowing 14 miniature highpowered magnets. She said, “My daughter of 22 months swallowed miniature magnets that I had purchased from eBay as a gift for my son. They ruptured through three parts of her intestines and left her fighting for her life. “eBay issued an apology and said they’d remove the item from sale, but two days later they were back online. We must speak up because we’re paying these parties to deliver unsafe products to our doorsteps.” The latest investigation assessed almost 90 toys bought from seven online marketplaces: AliExpress, Amazon, eBay, Shein, Temu, TikTok Shop and Wish. 86% of the toys failed safety testing, while a further 4% failed on legal labelling requirements. Within this sample, 10 of the toys were similar to those in previous BTHA reports or were recalled and listed on the UK Product Safety Database, with two also being sold by the same third-party sellers. All 10 toys failed testing again. Roland Earl, Director General at the BTHA, said: “The number of unsafe toys still being sold by third-party sellers through online marketplaces is not only an unacceptable danger to consumers but is also the biggest threat to the responsible toy industry. Current voluntary practices are not working and show the need for stronger and clearer controls to be set out in legislation. We welcome the government’s action so far and commitment to introduce new legislation.”

Toy World 10

IT STARTS WITH

NEW Beauty Kiosk

All the glam. Zero the mess.

100% screen-free! Media Supported

News Rubber Road credit licences for success of Tubbz collectibles Rubber Road has announced that, halfway through the year, Tubbz cosplaying duck collectibles are already well on the way to achieving record unit sales for 2026. The key to the continuing growth, the brand states, has been in securing the best licences that entertainment has to offer, which in turn attracts major retailers to bring this collectible brand to the masses. The Tubbz journey began in 2019 with limited edition characters aimed at collectors and fans of nostalgic pop culture brands such as Ghostbusters, Back to the Future and Jaws. To grow the brand further, more current licences were secured to appeal to a wider fan base. Recent editions included How to Train Your Dragon, Minecraft, Hazbin Hotel, Five Nights at Freddy’s, Wicked, The Witcher and Anime. New Tubbz formats were also created to build on sales opportunities, still offering something for collectors, but also broadening the appeal to more mass market audiences. The Tubbz Collection now includes: Collector’s Editions, a limited run in which each character comes with a display bathtub featuring the franchise logo; Boxed Editions, the same duck as a Collector’s Edition but no bathtub, stamp or sticker; Mini Tubbz, ideal for pocket money budgets, with the same detail just 2 inches tall; XL Tubbs, reserved for larger-than-life characters such as Godzilla, Toothless, Balrog, Jaws – Bruce the Shark and more on the way; Tubbz Plushies, cuddly versions of popular Tubbz. This June, Tubbz will be entering the blind sector with new Mystery Eggs. Kicking off with Minions, there are mini Tubbz characters hatching out of their egg and the egg forms part of the figure (they are not separate). Each character comes in blind, egg-shaped packaging within a prepacked CDU featuring 36 individually packed eggs. Rubber Road’s licence partners include Universal, Warner Bros, Lionsgate, SEGA, Scott Games, Paramount and Mojang, giving access to popular licences in the world of pop culture. Big names in retail are on board with the Tubbz journey including The Entertainer, Tesco, HMV, B&M, Morrisons and Hamleys, which also has a new Tubbz Zone in the basement. In the US, Walmart, Five Below, Books A Million, Gamestop, Spencer’s and Big Bad Toy Store are all on board. For more information retailers can contact the Rubber Road sales team sales@rubberroad.com or visit the Rubber Road website www.rubberroad.com.

Playmobil announce all-new Pirates theme to join the 2027 range Playmobil has announced that an all-new Pirates theme will be joining the 2027 range, designed to sit naturally alongside the existing Pirates items. It has been built to enrich the play world that fans already know, giving children more stories to create and retailers more opportunities to build out a cohesive, high-impact shelf presence. Over the next few months, Playmobil will begin showcasing the first 2027 product presentations in its newly revamped showroom, and the team is excited to welcome in trade partners. These early previews will offer a closer, more relaxed look at how the new Pirates sets connect with the current assortment, what’s new in terms of design and play value and how the expanded theme can support stronger storytelling as well as repeat engagement instore. The 2027 Pirates range will keep all the charm and detail that make the theme a long-standing favourite: ships packed with character, expressive figures and imaginative play scenes. It will also introduce fresh world building, new play patterns and added collectability. The goal is to give retailers a theme that feels familiar yet exciting and give children a world that keeps growing with them. “Starting previews in Q3 2026 is a deliberate move,” said Adam Moore, Marketing Communications Manager, Playmobil. “It gives buyers time to plan assortments, consider marketing tie-ins and think about how the 2027 portfolio can elevate their adventure themed offering. The updated showroom has been designed to feel more immersive and intuitive, with curated product journeys and hands-on demonstrations that make it easier to visualise how the new lines will land at retail.” As these presentations roll out, the emphasis is firmly on giving retailers and buyers the chance to experience the 2027 product showcases first hand. It’s an ideal moment to reconnect with the brand, explore the refreshed showroom and get an early sense of the creative and commercial opportunities ahead. For more information, retailers should speak directly with their Playmobil account manager or call the UK office on 01268 548111.

All About Games returns to UK Games Expo for record breaking year Every year, the All About Games (AAG) team exhibits at UK Games Expo and 2026 was no exception. This year marked the 20th anniversary of the UK’s largest hobby gaming event and the 10th year it has been running at the NEC in Birmingham. The AAG team welcomed a number of publishers and their games to its vast demo booth this year, including Song of the Wildkin by Boken Games, Farms Race from Medium Brow Games, A Life from Skellig Games and The Space Collective’s in-development TCG: Star Heroes. “Our events package makes this incredibly simple for publishers,” said Philip Hatch, Head of Marketing and Events at AAG. “They simply supply the games, and we organise the rest, including printing graphics, making sure we have expert demonstrators ready to teach their games and handling the typical logistical headaches that come with running such a large scale event.” The AAG team was responsible for six different booths of varying sizes, helping publishers to design, build and staff across all three of the exhibitor halls. One such booth was a huge demo and retail space for Zvezdar, the up and coming distributor that has been making waves with the highly-anticipated Naruto Mythos TCG. This was in high demand throughout, with queues wrapping around the booth as players and fans rushed to get their hands on product and event exclusive promo cards. The crowds were in full force throughout the event, with a record-breaking attendance figure of 87,837 people across the weekend and 51,196 unique ticket holders. The event seemed to be going from strength to strength and is sure to continue evolving in future years. UKGE is not the only event that All About Games supports. To learn more about how the AAG team can help deliver a best-in-class events presence, get in touch on info@aagc.games

Toy World 12

News newsanalysis

Tech toys continue to evolve: how Kawakis is turning collectibles into interactive play Alex Prieto, Director of Fun, tells Toy World readers about Eolo Toys’ latest innovation in the Tech Toys category – Kawakis, the colourful, collectible bracelet with a digital pet that transforms a physical accessory into an interactive gameplay element.

he Tech Toys category is entering a new phase. For years, innovation in tech toys was largely defined by screens, apps, robotics and increasingly sophisticated electronics. While these products delivered impressive functionality, many remained focused on individual, screen-based experiences. Today, a different trend is emerging: technology that enhances physical play rather than replacing it. Kawakis is an example of this new direction.

At first glance, Kawakis appears to be a colourful, collectible bracelet featuring a digital pet, but the real innovation lies beneath the surface. Each collectible charm contains NFC technology that transforms a physical accessory into an interactive gameplay element. Rather than serving as simple decoration, charms become the primary way children engage with their virtual companion. By tapping a charm onto the bracelet, children instantly unlock animations, interactions, reactions and content within their pet’s world. A food charm can feed the character, a fashion charm can change its style, while hobby and relaxation charms unlock new activities and experiences. Every collectible directly impacts gameplay, creating a seamless connection between the physical and digital worlds. This approach represents a significant evolution in the role of technology within

toys. Instead of asking children to spend more time looking at a screen, Kawakis encourages them to collect, customise, trade and interact with physical objects. Technology works quietly in the background, creating magical moments while keeping the focus on hands-on play. The result is what can best be described as a wearable interactive ecosystem. Children wear their digital pet on their wrist, customise the bracelet with charms and decorative beads and continuously expand their experience through collecting. Each new charm adds both visual value and new digital interactions, creating an ongoing play pattern that extends far beyond the initial purchase. Perhaps most importantly, Kawakis introduces a social dimension often missing from traditional tech toys. Through NFC connectivity, children can tap and interact with friends’ bracelets, allowing charms and characters to engage in shared play experiences while maintaining ownership of their collections. The technology becomes a tool for connection rather than isolation. This reflects a broader shift occurring across the toy industry. Today’s children no longer separate physical and digital experiences. They move naturally between collectibles, self-expression, gaming and social interaction. The most successful tech toys are increasingly those that blend these elements into a single experience. Kawakis sits at the intersection of several high-growth categories: digital pets, collectibles, wearables, customisation toys and connected play. Yet its most distinctive contribution is demonstrating how technology can make physical products more meaningful rather than more complicated. In many ways, Kawakis points toward the future of tech toys: connected but tangible, interactive but intuitive, digital yet deeply rooted in real-world play. The innovation is not simply the digital pet; it is the transformation of every collectible charm into a gateway to play.

Moose Toys wins major victory against Gui Gui knockoff Moose Toys, maker of the award-winning, top-selling Gui Gui, has secured a preliminary injunction in proceedings against UP International B.V. (UP) in the District Court of The Hague, Netherlands. The court unequivocally found that UP infringed Moose’s design rights and ordered UP to immediately halt sales of its infringing Glossy Goo slime product throughout the European Union. Additionally, UP must notify its customers that sales of the current Glossy Goo product constitute an infringement of Moose’s intellectual property rights and deposit its stock at a bailiff, all under payment of penalties. Chief Executive Officer of Moose Toys, Ronnie Frankowski, strongly supported the decision, saying: “Innovation is one of Moose’s greatest strengths, and we will vigorously defend it. Any company that seeks to infringe our rights should be under no illusion: Moose has the resources and fierce determination to protect our intellectual property around the world. We will take swift and decisive action against any company that seeks to imitate our products or mislead consumers.”

Toy World 14

News Rubies to design, manufacture and distribute Smiffys Rubies UK has announced its intention to enter into a strategic licence and distribution partnership with Smiffys UK, bringing together two of the costume industry’s most recognised and established brands. Rubies and Smiffys each have unique brand identities and together will service all channels of retail, from party and independent retail to eCommerce and the national retailer landscape, providing unparalleled access for consumers to their combined breadth of portfolio. Smiffys’ unique brand identity will be maintained via the predominant retention of its operating team which will become part of the Rubies family under a management services agreement attached to the licence. Continued strategic support for licensors, retailers and distribution partners will remain at the heart of the business. Day-to-day operations, including product development, fulfilment and customer support, will continue as normal. Peter Warton, Executive Director at Rubies Masquerade Co, said: “Smiffys has been part of this industry for generations, and we have enormous respect for the brand, its history and the relationships built around it. Bringing the strengths of Smiffys and Rubies closer together creates exciting opportunities for our partners and, most importantly, positions us to support the market with even greater scale, creativity and service moving forward.” Retailers can find out more by contacting 0845 307 0707 or customerservices@rubiesuk.com.

Beehub invites buyers to Shantou Beehub is giving a carefully selected group of toy buyers direct access to the heart of global toy manufacturing, with an exclusive visit to the On Top showroom in Shantou, China, this September. 6 in 10 plastic toys sold worldwide are manufactured in Shantou’s Chenghai district. The city is home to over 20,000 registered toy manufacturers, operating within a concentrated industrial ecosystem that has no real equivalent anywhere in the world. Yet for many toy buyers, structured access to that ecosystem has remained fragmented or difficult to arrange. Beehub, the Netherlands-based global strategic partner of On Top, has organised an exclusive hosted buyer trip to Shantou, taking place from 1st-4th September. The centrepiece of the visit is the On Top showroom: a physical B2B sourcing hub currently expanding to 80,000m², making it the world’s largest permanent B2B toy showroom, with more than 10,000 suppliers exhibiting across all major toy categories. A carefully selected group of toy buyers across retail and sourcing will travel to Shantou to meet verified manufacturers, explore products across all major categories, take part in one-on-one supplier meetings and visit various manufacturer locations. The full cost of the trip, including economy flights, hotel, meals and local transport, is covered by Beehub. Participants work through a curated sourcing visit: guided by category, supported by on-site interpreters, with the option to pre-book meetings with specific manufacturers ahead of arrival. Those who are ready to move forward can place orders directly during the visit. "For toy buyers, this is a chance to stay ahead: to discover new angles, new efficiencies and to see first-hand where the next trends are being built," said Tom Chen, Global VP at On Top. On Top manages access, visibility and sourcing infrastructure in China, including a network of verified suppliers, transparent factory pricing and quality control during production. All ordering, contracting, logistics and after-sales outside China can be handled by Beehub from the Netherlands. For experienced sourcing professionals, the visit offers a chance to benchmark current practices, spot emerging trends at the source and explore new angles and more efficient models. For toy buyers who want more direct oversight of pricing and production, the infrastructure is already in place. Either way, accountability is built in from the start, with Beehub handling ordering, compliancy, contracting and after-sales from the Netherlands. MOQs start low, sometimes per carton, which makes the model as relevant to small and mid-sized buyers as it is to larger chains. The September visit is by invitation only. Buyers can register their interest at www.ontoptoys.eu/invitation. For questions, contact Mirte van Wetten directly at mirte@ontoptoys.eu.

WeCool Toys announces collaboration with YouTube creator Just Ameerah WeCool Toys has announced the upcoming launch of its new Just Ameerah branded slime range, created in collaboration with popular YouTube creator Ameerah Navalua, also known as ’Just Ameerah’. Ameerah and her team have built a strong global following with her energetic and engaging personality. Her content spans crafts, slime and broader entertainment, earning her a loyal and engaged audience. Designed with her fanbase in mind, the new Compound Kings range will bring her playful approach to life in a hands-on format. Stephanie Baker, Global Brand Manager at WeCool Toys, said: “We’re incredibly excited to announce the launch of Compound Kings’ Just Ameerah range. She is a hugely influential content creator who has built her platform through creativity, authenticity and a genuine passion, helping her grow a community of over 5m subscribers across her online channels. “The range perfectly mirrors her engaging personality and includes some of the playful details her growing follower community loves. We’ve made sure every product feels fun, easy to use and genuinely special, so fans can bring a little bit of Ameerah’s world into their own.” Ameerah will be making in-person appearances at upcoming consumer and trade events in the US to bring further attention to the range. Interested retailers, distributors and reps can get in touch with WeCool Toys on 01273 230 037 or customerservice@wecooltoys.com to discuss early adoption.

Toy World 16

Industry Moves Toy World welcomes new Assistant Editor Anna Whyte Toy World is delighted to welcome Anna Whyte to the editorial team as Assistant Editor. Anna brings with her a background in journalism. She received her MA in International Journalism with Distinction at University of Leeds, where she was the recipient of the Head of School Excellence Scholarship and exercised analytical skill in researching and completing a number of projects. Since then, she has been a freelance local democracy reporter at Suffrago, where she created digital content for social media platforms like TikTok, Instagram and YouTube, focusing on Teesside local news. Anna said: “I am really excited to be joining the editorial team at Toy World. I am sure I will gain valuable insights from their experience in the industry.” Editor Caroline Tonks added: “I am delighted to have Anna joining the editorial team. Her writing skills, positive attitude and enthusiasm are sure to be huge assets to the company. The entire team looks forward to introducing her to the toy industry over the coming months.” Many readers will hear from Anna over the coming weeks regarding editorial for our upcoming issues. She can be contacted on email at anna@toyworldmag.co.uk The Toy World editorial team can also be contacted on 01442 502 406.

Alf Blohm available for next senior role in UK toy trade Alf Blohm is now available for confidential discussions about his next senior commercial role, following the conclusion of his recent UK market development position with Craze Toys. Alf brings more than 20 years of experience across toys, games, nursery, educational play, gifting, licensing, collectibles, arts & crafts and family consumer products. Most recently, as Head of UK Sales at Craze Toys, Alf led early-stage UK market development for the brand, working across retailer engagement, distributor opportunities, account priorities and launch planning. He is best known for his long career with Playmobil UK, where he held senior sales leadership roles covering national accounts, independent retail, Amazon, Argos and wider UK commercial planning. His wider career has included senior commercial experience with LeapFrog Toys and Mothercare, giving him broad knowledge across toys, nursery, educational play, family brands, independent retail and major national accounts. Alf’s leadership style is based on trust, collaboration and clear commercial guardrails. He is now open to senior commercial opportunities including Head of Sales, Sales Director, Commercial Director, Country Manager, Account Controller and Senior National Account Manager roles. Alf is also open to interim, fractional or consultancy work where his experience can help a business strengthen customer relationships, develop its UK market presence or build a more structured commercial approach. He is especially interested in joining a premium, brand-led toy, gifting or family consumer-products company, or an established UK toy business. He can make a meaningful contribution to a business with a clear proposition, realistic growth ambitions, respect for customer relationships and a collaborative culture. Alf said: “The toy industry has been a huge part of my working life, and many of the relationships I have built across the trade mean a great deal to me, whether or not there is current business attached to them. I have always believed that good sales leadership is built on trust, consistency and listening properly. I am now looking for the right next opportunity where I can bring that experience, energy and judgement to a business that values strong relationships and sustainable growth.” Alf is Essex-based and open to UK-wide roles, including hybrid, remote and field-based positions involving regular customer and trade travel. He can be contacted by email at alf.blohm@icloud.com.

One For Fun welcomes Heather McAlister as Allen Murray retires Allen Murray, One For Fun’s long-standing representative in Ireland, is set to retire at the end of May. The team at One For Fun was delighted to see him receive his well-deserved Golden Teddy Award at this year’s Toymaster Show in Harrogate in recognition of his outstanding contribution to the industry. The team says Allen will be greatly missed and is a hard act to follow. However, One For Fun was delighted to receive a recommendation for his successor from one of its biggest Irish customers and is pleased to welcome Heather McAlister, who will look after the territory in the future. Heather is already well known to many Irish customers, having spent seven years with Playmobil, where she built strong relationships across the market and earned an excellent reputation within the industry. David Mordecai, CEO of One For Fun, commented: “We wish Allen all the very best in his retirement and thank him for all his hard work over the years in helping to build our success in Ireland. We consider ourselves very lucky that Heather has decided to join us, and we look forward to making her feel at home here at One For Fun. “Everyone at One For Fun would like to thank Allen for his dedication and commitment over the years, and is looking forward to an exciting new chapter with Heather joining the team.”

Toy World 18

The world’s largest B2B toy showroom. Online. The ON TOP online showroom is now live at ontoptoys.com, offering direct access to verified manufacturers, transparent factory pricing, and products across every major toy category.

Sourcing at the source • Verified manufacturers: all major toy categories • Transparent factory pricing, no middlemen • Low MOQs, sometimes per carton • Quality control and production monitoring • OEM and ODM for exclusive ranges • After-sales support via Beehub Europe 80,000 m² B2B showroom

1-4

September 2026

10,000+

Manufacturers

6 in 10

Plastic toys are made in Shantou

How it works ON TOP is the sourcing platform and physical showroom in Shantou: the world’s toy capital. It provides direct access to manufacturers and full supply chain visibility in China.

Explore the online showroom → Browse verified manufacturers and discover new products at ontoptoys.com

ontoptoys.com online showroom

Last-minute hosted buyer trip to Shantou A few places still available. ON TOP’s global strategic partner Beehub hosts a select group of buyers at the ON TOP showroom in Shantou. Flights, hotel, meals and local transport included. Buyers and category managers only. ontoptoys.eu/invitation

Safe sourcing. Secure supply. Full control. ontoptoys.com

Marketing World Westfield to launch Disney and Pixar’s Toy Story 5: The Experience At Westfield London this summer, the Atrium has been turned into the most immersive Toy Story 5 experience yet. Guests can step into the world of their favourite toys and move through interactive experiences where clues must be unlocked, challenges completed and tokens collected along the way. The fun continues into the school holidays for families and young fans with Bonnie’s Playtime. In this experience, Bonnie has spent all summer building an epic, oversized world of imagination, but it’s grown so big and complex that she can’t remember where she’s hidden her favourite toys. She’s due back any minute to show off her masterpiece and the room needs to be restored. Guests can team up with Tech-Expert Lilypad, Map-Maker Atlas and the rest of the gang on a rescue mission to navigate the blueprints and find every missing friend. Using a Mission Log to track progress, players will try to earn their official Jessie’s Deputy Badge before Bonnie returns. The Disney Store will host The Ranch, an immersive hang out for family fun, including Toy Story 5-themed crafts and new products for fans of all ages to sample and play. Andrew Phillis, Retail Portfolio Director, Westfield London, said: “We’re always looking for exciting ways to offer our visitors something memorable. This summer, we’re doing exactly that with two free, immersive experiences that will resonate with everyone, both those who grew up with these characters and new younger audiences.” Charlotte Tudor, Vice President, Marketing, Disney and Animation Studios EMEA, added: “Across Westfield London and Stratford, these experiences bring that legacy to life in a fresh and culturally relevant way, reflecting the timely toys vs tech theme at the heart of Toy Story 5, while combining the strength of the brand with standout consumer products and promotional partnerships to create a joyful, immersive experience for families and fans alike.”

Hamleys introduces its first-ever London Sightseeing Bus Tour Hamleys is taking its magic on the road, with the launch of its year-round London Sightseeing Bus Tour. Guests travel aboard a classic open top bus, are greeted with a Hamleys flag and are guided by a live host delivering immersive entertainment from start to finish. To celebrate the launch of this iconic new London attraction, Hamleys is giving away 266 family tickets to ride the London Sightseeing Bus Tour, one for each year the store has been open. The competition will be via an Instagram giveaway which will go live in June. To enter, families should follow Hamleys’ Instagram account and keep an eye out for details on how to enter. Keane Herman, Head of UK Retail at Hamleys, said: “As a major London tourist attraction ourselves, we appreciate just how amazing London is as a city. We were completely overwhelmed by the response to our Christmas bus which toured the festive lights around the West End last year and brought so much joy to the families that joined us. Bringing the special Hamleys magic and sparkle to a sightseeing bus tour felt like a natural extension of that service, and we can’t wait to share London with visitors from around the world – the Hamleys way.” The 90-minute journey is designed to immerse guests in the spirit of the city, taking in some of London’s most iconic landmarks before concluding at the Hamleys Regent Street store. Key landmarks along the route include Royal Courts of Justice, St Paul’s Cathedral, The Tower of London, Tower Bridge, Big Ben and the Houses of Parliament and Piccadilly Circus

SuperAwesome partners with Roblox in advertising for under-13s SuperAwesome, a leader in technology for safely engaging Gen Alpha and Gen Z, has been named by Roblox as its commercial and technology partner for under-13 contextual advertising, supported by the launch of a new suite of solutions for Gen Alpha engagement. The partnership sees SuperAwesome appointed as the sole third-party vendor of Roblox advertising for under-13s worldwide. Brands will now have the information and tools to engage Gen Alpha across immersive formats like video billboards, branded portals, homepage ads and sponsored tiles. In line with changes announced by Roblox in recent months, the partnership is designed to deliver brand-safe advertising for all ages on the platform, including across Roblox Kids and Select modes. All advertising formats will be COPPA-compliant and consistent with industry best practices. Roblox and SuperAwesome are also partnering to educate and support brands as they enter immersive gaming through a specialised training programme called Blox Aware. The programme will provide a briefing on platform-specific advertising standards and evolving safety protocols. It will also feature best practices for creating responsible, high-impact content on Roblox. The global launch is underpinned by SuperAwesome’s youth-specific insight and content classification data from its Awesome Intelligence platform. This is essential for helping brands navigate the fragmentation inherent to a creator-centric platform. By matching advertisers to the interests of next-gen players, brands can align their budgets with where Gen Alpha fans spend their time. Kate O’Loughlin, SuperAwesome’s CEO, said: “We believe in powering a better internet for the next generation wherever they are, and they’ve decisively chosen Roblox as their platform for entertainment, play and building their fandoms. Together, we have the opportunity to help brands engage with kids and tweens responsibly and transparently, while funding highquality content and supporting creators with improved ad revenue.” As part of the partnership, SuperAwesome will continue to support advertising across all available formats on mobile, PC, console and VR, while continuing to build market-leading custom brand activations. Roblox will maintain direct sales of inventory for younger audiences to selected strategic partners in North America.

Toy World 20

YouTube is the New Toy Aisle for Gen Alpha The latest Precisify Insights UK report reveals the key media consumption habits of 1,000 Gen Alpha and their parents.

Download to Discover: Favourite Toys & Collectibles Top viewed content types Favourite Influencers Co-viewing habits Platform preferences

Research spotlight: Influencer video content drives purchase requests for 68% of Gen Alpha, toys make up over a third

Precisify.com

Opinion

The proposed social media ban: what it means for kids, brands and the future of play As the debate around under-16s’ access to social media continues to evolve, Generation Media’s Glenn Waller takes a first look at what is being proposed, why it matters and the potential implications for children’s media consumption and brand engagement.

t’s not often that a policy announcement makes marketers, tech giants and kids all sit up and pay attention at once, but the government’s proposal to ban under-16s from social media from spring 2027 has done exactly that.

The proposed restrictions would affect platforms including Snapchat, TikTok, YouTube, Instagram, Facebook and X, while gaming platforms could also face tighter controls, particularly around livestreaming and social features. Central to the plans are stronger ageverification requirements designed to prevent under-16s from accessing age-restricted online services. The move, if introduced in its current form, mirrors legislation adopted in Australia and raises significant questions about the future of youth engagement online. For marketers, it also prompts a much bigger question: what happens when an entire generation becomes harder to engage with through the channels they’ve grown up using? The government argues that the policy will help "give children back their childhoods" by reducing exposure to the pressures and potential harms associated with social media. While today’s children have grown up immersed in digital platforms, the long-term ambition is to create a generation less dependent on algorithm-driven experiences. Before considering the implications, it’s worth understanding the scale of children’s current engagement with these platforms. According to Giraffe Insights’ Kids and the Screen study, the top three most impacted social platforms will be TikTok, Instagram and Snapchat, with 38%, 25% and 23% of kids aged 6-9 using these platforms daily. However, the impact may be felt most on YouTube, with 70% of this age group watching content regularly on the platform, further amplified by 46% recently adopting one of the newest platforms, YouTube Shorts. Gaming presents a similarly complex picture. While children will still be able to play games, 39% cite community and connection as key reasons for gaming. Restrictions on communication features could therefore have a greater impact on behaviour than the games themselves. Of course, younger audiences will not disappear from digital media, although an immediate question is where this time and attention might shift. Could we see

increased engagement with linear television, streaming services, console gaming, out-of-home experiences or other forms of entertainment? Australia’s experience offers some clues, although the results have yet to be fully verified. While many young people welcomed a break from social pressures, others expressed frustration at losing digital connections. Attempts to bypass restrictions through VPNs also increased, highlighting the practical challenges of enforcement. The latter finding is already being felt in the UK with Proton VPN reporting a signup surge of over 1,400% during peak legislative rollouts. However, from a marketing perspective, the short-term impact may be less dramatic than headlines suggest. Major social platforms already restrict advertisers from directly targeting children, with most campaigns focused on parents, gift-givers and kidults. For many brands, particularly in the toy sector, social media has long been more effective as a channel for influencing household decision-makers than directly reaching children. Gaming may also see less disruption than expected. Much of the advertising currently reaching children appears in environments that do not rely on open communication features. However, removing the community element of gaming is likely to affect overall engagement among younger audiences. The most significant impact may be on YouTube. Despite restrictions on targeting children directly, the platform remains one of the most effective ways to reach younger audiences through contextual placements alongside age-appropriate content. While the government has indicated that YouTube Kids will be exempt from any ban, advertisers may increasingly need to rely on dedicated child-safe environments rather than broader contextual opportunities across the main platform. This could also have wider implications for the creator economy, with greater emphasis placed on content specifically designated as ’Made for Kids’. For the toy industry, the bigger opportunity may lie beyond media planning. The government’s ambition is clear: less time scrolling and more time playing. If even part of that ambition is realised, toy brands could benefit from a cultural shift that places greater value on imaginative play, creativity, social interaction and screenfree entertainment. It’s perhaps fitting that these proposals arrive ahead of the release of Toy Story 5, a film which explores the tension

Toy World 22

Glenn Waller

Associate Director at Generation Media between traditional play and modern technology. While the comparison may be symbolic, it reflects a broader debate taking place across society. As parents increasingly question the role of screens in childhood, the toy industry is uniquely positioned to champion the value of play. At Generation Media, we support efforts to improve children’s online safety and create safer environments for young audiences. Nevertheless, social media is deeply embedded in how young people communicate, learn and form identity. Removing access entirely may not eliminate risk; it may simply push some young people towards less regulated spaces where safeguards and oversight are weaker. Ultimately, the most effective approach will combine proportionate regulation with better platform design, stronger age-appropriate experiences and improved digital literacy for both children and parents. As Lisa Morgan, Group Managing Director at Generation Media, explains: "We welcome any action that improves online safety, but the conversation shouldn’t stop at access. The real opportunity is to build a digital ecosystem that is age-appropriate by design, where platforms, policymakers, educators and parents share responsibility for creating healthier online experiences. Children won’t stop being digital. Our challenge is to make the digital world fit for them." As the picture becomes clearer, Generation Media will continue to help brands navigate this evolving landscape and connect with young audiences in safe, effective and meaningful ways. This is just the start of a much bigger conversation. As further details emerge and the industry begins to understand the real-world implications of these proposals, we’ll continue to share insights on what they mean for children, families, brands and the future of play.

TheGig leEffectcampaignisburstingwithTVandYouTubeads, char ctervists,influencerengagementandsomuchmore

CELEBRATING 30 YEARS OF ELMO!

Tofindoutmore,pleasecontactuksales@justplayproducts.com

The Giggle Effect campaign is bursting with TV and YouTube ads, character visits, influencer engagement and so much more To find out more, please contact uksales@justplayproducts.com

The F1 logo, FORMULA 1, F1, GRAND PRIX and related marks are trade marks of Formula One Licensing BV, a Formula 1 company. All other trade marks, logos and copyrights, including those of the teams featured, are the property of their respective owners. All rights reserved. The F2 FIA FORMULA 2 CHAMPIONSHIP logo, FIA FORMULA 2 CHAMPIONSHIP, FIA FORMULA 2, FORMULA 2, F2 and related marks are trade marks of the Federation Internationale de L’Automobile and used under exclusive licence. All rights reserved. The F3 FIA FORMULA 3 CHAMPIONSHIP logo, FIA FORMULA 3 CHAMPIONSHIP, FIA FORMULA 3, FORMULA 3, F3 and related marks are trade marks of the Federation Internationale de L’Automobile and used under exclusive licence. All rights reserved. ® & © Topps. All Rights Reserved. Topps and Turbo Attax are registered trademarks of The Topps Company, Inc.

Licensing World BLE exhibitor numbers at record high as visitor registration opens Visitor registration is now open for Brand Licensing Europe (BLE). Off the back of a recordbreaking Licensing Expo in May, 2026 is expected to be BLE’s biggest ever. Double digit, year-on-year growth among exhibitor numbers is a clear nod to the industry’s confidence and growing appetite to meet face to face. BLE takes place 6th-8th October 2026 at ExCel London. Registration is free before 5th October for anyone working in the global licensing industry. “With four months still to go and coming hot on the heels of a record breaking BLE in 2025, which attracted over 11,000 attendees and an 8% uplift in visitors from France, Italy, Germany and Spain, 2026 has started strong to say the least,” said Ella Haynes, BLE Event Director. “This growth is more than just numbers; it represents the diversity, innovation and newness entering the licensing industry. With 222 exhibitors already confirmed, BLE 2026 will showcase a broader range of sectors, territories and creative opportunities. BLE attendees can expect to discover fresh ideas, forge new partnerships and explore untapped markets.” “Visitors who register early are unlocking the best ROI by using the event’s powerful planning and education tools to maximise their experience and readiness. Early registration ensures attendees are notified when the Event Planner goes live, allowing them to research brands, schedule meetings and curate their agendas well in advance. With BLE 2026 set to be the biggest and busiest edition yet, preparation is key,” Ella added.

HTI to launch new Puzzle Palz inspired by Harry Potter and DC HTI has unveiled its new Harry Potter and DC-inspired ranges within its Puzzle Palz portfolio, made in partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP). The new ranges will launch at retail for spring/summer 2027 and are now available to view in the HTI showroom. Designed and developed by HTI, Puzzle Palz are collectibles sold in blind capsules that combine handson puzzle building with strong character appeal. The range features small, three-dimensional figures made from interlocking pieces. Each character is assembled by slotting the parts together and can then be taken apart and rebuilt, encouraging repeat play. Once complete, the finished figure also functions as a working eraser, adding a practical everyday use to its role as a collectible and display piece. The Harry Potter-inspired range will feature popular characters from the wizarding world, including Harry Potter, Hermione Granger, Ron Weasley and Professor Dumbledore, all reimagined in HTI’s unique Puzzle Palz character style. The DC-inspired assortment will showcase Super Heroes and SuperVillains such as Batman, Superman, Wonder Woman, Aquaman, The Flash and Lex Luthor, each presented in a distinctive, stylised design exclusive to HTI. The new ranges will also include coordinating carry cases, allowing fans to store and transport their Puzzle Palz easily. “Harry Potter and DC work incredibly well within the Puzzle Palz format,” said Clare Rix, Commercial Licensing Director at HTI. “This partnership supports HTI’s wider licensing strategy for Puzzle Palz, focusing on globally established entertainment franchises while continuing to build the range in a way that feels exciting for fans and commercially relevant for retailers.”

Lego and Pokémon launch interactive Lego Pokémon Smart Play sets The Lego Group and The Pokémon Company International have unveiled the latest sets in the Lego Pokémon range, bringing to kids around the world opportunities to play with their Pokémon in Lego brick form. Thanks to Lego Smart Play technology, Lego Pokémon now have the power to play back. Going beyond building, the sets are all about training, nurturing and battling. The Lego Smart Play System is powered by the Lego Smart Brick, making Lego builds respond to how kids play through light, sound, motion and sensing. With 12 new Lego Pokémon Smart Play sets launching, fans can dive into interactive play with some of their Pokémon, including Bulbasaur, Charmander, Squirtle, Gengar, Eevee, Mew and more. “We are thrilled to bring together two beloved brands that are known worldwide,” said Julia Goldin, Chief Marketing and Product Officer at the Lego Group. “For the first time ever, Lego Pokémon creatures respond to children’s actions: meaning fans can build, train and interact with their Lego Pokémon creatures through hands-on, imaginative play that encourages creativity, confidence and storytelling.” The new Lego Pokémon Smart Play sets include a variety of builds designed around different Pokémon, their characteristics, environments and training moments. Lego Smart Play All-in-One sets include at least one Lego Smart Brick, Smart Charger and Lego Smart Tags, whilst Lego Smart Play Compatible include at least one or more Smart Tags, but not a Smart Brick. Two Lego Smart Play All-In-One sets and 10 Lego Smart Play Compatible sets will be introduced.

Toy World 26

Licensing World Zuru brings NFL’s biggest stars to life in miniature collectible form Zuru has announced the launch of NFL Ballers, the latest addition to its award-winning Ballers collectible range. Officially licensed through the NFL and NFL Players, NFL Ballers brings surprise unboxing authentic sports IP and highly detailed miniature figures to America’s most-watched sport, extending the winning formula of NBA Ballers, the No.1 action figure collectible in the US for 2024 and 2025 (Circana). “NFL Ballers is built for the way fans collect today – instantly recognisable stars, real chase mechanics and a price point that keeps the thrill of the pull within reach,” said Chloe McKenzie, Global Marketing Director, Zuru. “We’ve taken everything we learned from NBA Ballers becoming the No.1 action figure collectible in the US and channelled it into a range we believe will delight sporting fans this season.” The announcement builds on the momentum of FIFA World Cup 2026 Ballers Series, which is currently performing strongly at retail and has firmly established the Ballers brand as a serious player in licensed sports collectibles. Together, the FIFA and NFL partnerships signal the scale of Zuru’s ambition for the range, securing some of the most coveted licences in global sport and demonstrating the brand’s ability to attract and deliver world-class IP across multiple sporting codes. “Adding the NFL alongside our existing NBA and FIFA partnerships builds a sports portfolio that very few toy companies in the world can claim,” added Aneisha Vieira, Head of Licensing and Partnerships, Zuru. The range features 32 figurines to collect across three tiers of rarity, bringing some of the NFL’s most iconic and in-demand players to life in Zuru’s signature miniature style. Collectors seeking rarer finds will chase the six Rare figures each rendered in dynamic action poses and packaged alongside a replica team helmet, elevating the display and play value of each pull. Select players appear across tiers in distinct poses and gear, giving fans multiple ways to collect their favourite stars. NFL Ballers arrives at retail on 22nd October, timed to coincide with the start of the 2026 NFL season, a peak window for sports-driven impulse purchase and back-to-school gifting.

newsanalysis

Topps Turbo Attax collection highlights increasing importance of the collectibles industry for sports fans. Toy World speaks to Alex Shropshire about how the sports collectibles industry is allowing fans to become more connected to the sports they follow, with a focus on Topps Turbo Attax collection and its growing importance in the Formula 1 collecting landscape.

t’s an incredibly exciting time to be part of the sports collectibles industry. Over the last few years, we’ve seen the hobby continue to evolve and attract new audiences at a scale only a few could have predicted. Collecting has become more accessible, more mainstream and more connected to the sports fans follow every day. Whether it’s through trading cards, stickers or memorabilia, fans are looking for new ways to engage with the teams, athletes and moments that matter most to them. Formula 1 has been one of the standout examples of this growth. The sport has always had a passionate following, but its global appeal has reached new heights in recent years. New fans have discovered Formula 1 through digital content, social media and increased broadcast coverage, while long-time supporters have remained as engaged as ever. The result is a sport that continues to grow across generations and across markets, creating huge opportunities within the collectibles space. What makes Formula 1 particularly compelling from a collecting perspective is the strength of its storytelling.

Toy World 28

Every season delivers new rivalries, breakthrough performances and unforgettable moments. Fans build connections with drivers, teams and the journeys they follow throughout the year, and collecting provides another way to be part of that experience. That’s why the launch of the latest Turbo Attax collection is something I’m particularly excited about. Turbo Attax has become a hugely important part of the Formula 1 collecting landscape, offering fans an accessible and engaging way to celebrate the sport. Whether you’re opening your very first pack or adding to an established collection, there’s a genuine sense of excitement and discovery that sits at the heart of the product. As the hobby continues to grow, products like Turbo Attax play an important role in bringing new collectors into the category while giving existing fans fresh reasons to stay engaged. The enthusiasm we continue to see from collectors around the world is a reminder of just how powerful the connection between sport and collecting can be.

Special Feature

BLE Preview

Setting the scene for BLE 2026

Ella Haynes, Brand Licensing Europe’s Event Director, shares with Toy World readers everything they need to know in the lead up to this year’s show, taking place at Excel London from 6th-8th October. After a successful Licensing Expo in Las Vegas, what are your hopes for building on this momentum with BLE?

brands exhibiting. We are also increasing the footprint of BLE this year, which means – exhibitor wise – 2026 will be our biggest on record.

• Ensure your stand design showcases your IP clearly

After the incredible energy and excitement of Licensing Expo in Las Vegas, we’re eager to carry that momentum into BLE. Licensing Expo truly underscored the global strength of our industry, showcasing the innovation and collaboration that drives it forward. BLE will build on this by offering a distinctly European perspective. It will be a fantastic platform to highlight the creativity and competitiveness of European brands and their ability to make a significant impact on the global stage.

The appetite to exhibit this year has been exceptional, reflecting the enthusiasm for and growth of the industry. While the industry was gathered at Licensing Expo in May, Licensing International released the executive summary of its 2026 Global Licensing Industry Study, which showed a 5.45% annual increase in global revenue of licensed merchandise and services to $389.8b. Toys were highlighted as one category responsible for this growth.

• Bring product examples, experiential elements

What will feel different about BLE this year compared to previous editions?

What are your expectations for the show’s international presence this year?

We will deliver an elevated experience for attendees at this year’s BLE with several new features making the event more dynamic, engaging and tailored to individual objectives. We have expanded networking and content experiences, with optional paid-for add-ons that cater to our visitor’s personal goals, whether that’s education or building connections, for example. The Education Pass includes access to Licensing Unlocked, BLE’s digital educational offering, and the Networking Pass provides credits for our online Event Planner, which means attendees can connect with a broader range of brands.

Building on the successful launch last year, the Networking Hub is returning bigger and better to foster even more meaningful connections. The content programme will feature fresh formats, diverse topics and an enriched line-up of global contributors, thanks in part to our first open call for speakers. Finally, BLE’s online Event Planner continues to evolve, now powered by AI alongside a dedicated human concierge team. This innovative combination ensures attendees can strategically plan their BLE experience, maximising their time and opportunities at the event.

How is the show shaping up this year? Is there any space left on the show floor for more exhibitors? The show is shaping up incredibly positively this year. We’ve seen double-digit year-on-year growth in the number of confirmed exhibitors (222+) with lots of brands increasing their presence at the show and new

BLE 2025 succeeded in our mission to grow the ’E’ in BLE with our biggest ever European audience and an 8% uplift in visitor numbers from France, Italy, Germany and Spain. This really cemented BLE’s role as the hub for the European licensing and brand extension industry. This year, we’re doubling down on this mission because it’s so important to us that BLE truly reflects the entire European market. We will continue to spotlight Europe through our content, exhibitors and IP on display to elevate the opportunities the European market has to offer.

How can both exhibitors and visitors prepare for BLE this year to get maximum value?

For visitors, please register early. It takes two minutes and it means you will have access to our online Event Planner for longer and be so much better prepared for attending BLE. Invest time in creating your profile and be as specific as you can in relation to who you want to meet and what brands, categories and territories you are prioritising. If you’re new to licensing, I recommend downloading our Licensing Handbook and watching the first session of our Licensing Unlocked content (both are free). They will give you a good knowledge base to kick off your BLE journey. For exhibitors, there is so much you can do to prep well:

• Define your objectives early – who you want to meet, what success looks like and which markets matter most.

Toy World 30

and creatively; it doesn’t require a huge budget to make an impact. or presentations to inspire retailers and manufacturers and help them visualise your brand’s potential.

• Upload your IPs and product information into the Event Planner before it opens to visitors – it dramatically improves discoverability.

• Use the concierge team to ensure you’re meeting the right people.

• Leave room for walkons; some of the best opportunities happen spontaneously.

• Make sure your whole team is aligned and prepared.

What are your hopes for retailer and licensee attendance?

That’s easy – to continue to build on the success we’ve achieved over the last few years spearheaded by Laura Freedman-Dagg, our Director of Retail and Strategic Attendee Engagement. We will also be prioritising retailers’ engagement with the Event Planner because we know it helps them come to BLE better educated and better prepared to really maximise their ROI from attending.

What’s an opportunity people are underestimating heading into this year’s BLE?

Firstly, the untapped potential of emerging markets and new IP categories. These areas are brimming with opportunities, and BLE is the perfect place to explore them. As the saying goes, “You don’t know what you don’t know,” so take the chance to meet exhibitors from these spaces and expand your global network. Secondly, BLE is more than just a trade show. It’s a thriving community and a unique opportunity to connect with industry leaders, discover fresh ideas and build relationships that drive innovation and collaboration across borders. The international nature of BLE creates an environment where brands, retailers, manufacturers and other critical partners in the licensing ecosystem come together to shape the future of the industry.

1 2 3 Set up any other game pieces.

4 Push down on the controller to start.

BD L td/H

asbro /HC

PL L td

See our website for the full Tonieplay range. Including games from

26 A

Place the Tonieplay controller.

Put the Tonieplay disk on top.

and many more.

Special Feature

Toymaster Review

concludes another successful show

The DoubleTree by Hilton Harrogate Majestic Hotel & Spa hosted another successful Toymaster May Show this year from 19th-21st May. Toy World reports back on the event.

his year’s Toymaster May Show was another great success, with suppliers and independent retailers from around the UK and Ireland gathering together at the Majestic Hotel in Harrogate for three full days of networking, ordering and fun. Over 100 suppliers took over the hotel and marquees, with endless product on display to inspire and support the indies throughout the rest of 2026. From the start of the show, suppliers were reporting strong order numbers and interest, while Toymaster members and other specialist independent retailers were conducting engaging conversations. The weather sadly did not impress this year, compared to last year’s sunshine. On the first day, it rained so much in the afternoon, those that were trapped in the marquees could barely hear their own conversations over the roar of the rain on the roof. The show was spread across its usual rooms, from the Reading Room and Carriage Suite to the marquees outside and Mattel’s special room upstairs in the Harrogate Suite. Toymaster also set up dedicated areas for its members near the lounge area, where there were spaces showcasing how indies can make the most of their Toymaster membership and a wall of testimonials on why the organisation is one to be a part of. There was even a display of shopfronts of all the different Toymaster members. Decorations throughout the show provided plenty of photo opportunities for attendees. As you walked through

the main door of the hotel, it was lined on either side by a Lego Moana and a giant StikBot from Brainstorm. Lego also set up displays inside, with a Stormtrooper and a race car driver holding a trophy, while Funko positioned a life-size Derpy Funko Pop! box in the lounge for visitors to take pictures in. And as you entered the marquees, a giant Pembe the Pink Cat from Rainbow Designs welcomed visitors next to a Toymaster banner. After a successful day, the first evening was Party Night, which saw a delicious three-course menu and graciously donated tabletop gifts from Smiffys, Rubies and Different Ltd, including light-up sparkly hats and Paw Patrol bubbles. As guests were eating their desserts (a lovely white chocolate, raspberry and pistachio mousse), the first musical act took to the stage, walking throughout the tables in glowing white outfits and covered in white face paint as they played the drums. A series of Golden Teddies were then presented on behalf of the BTHA to select recipients, presented by the BTHA’s own Director General, Roland Earl. Both Jason Mahy of Aladdin’s Cave, Guernsey and Allen Murray of One For Fun took to the stage to receive their awards and were met with enthusiastic reception from the assembled guests. As part of the award presentations, reasons cited for the nominations included an enthusiasm for toys, dedicated service to the industry through toy sales, commitment to customers and trustworthiness within their companies. Both Jason and Allen were hailed as people of fairness and great standing amongst their peers and colleagues alike.

Toy World 32

! w Ne

moosetoys.com

uko.tradeenquiries@moosetoys.com

Heavy weig h marketing c t 360 ampaign T V / VO D / D igital PR & Inﬂue ncers Social Camp aign

Special Feature

After the awards, attendees took to the dance floor as Pianofactor began to play hit tunes. The energy was great and some guests might have even spied Yogi Parmar’s hat on top of the chandelier towards the end of the night. Day two began with another strong start, and the positive energy lasted throughout the day. Lots of meetings took place around the hotel and Toy World’s Caroline Tonks and Gabriela Jiménez García spent some time catching up with a number of independent retailers to discuss how they’d been finding the show, what was new at the event this year that was been benefiting them and their business, the perks of being a member and having access to shows like this and what the favourite thing they’d seen on display. Independent retailers like Kerrison Toys, Will’s Toyshop, Bambola Toymaster, C&H Burns and more had lots to say. Wednesday evening was Awards Night, with a series of honours being presented. The first award of the evening was a first of its kind – the Sales Agent/Rep of the Year Award. Presented by Toymaster Chairman Chris Blatcher, this award was presented to David Livingston. This special recognition was reserved for an individual who goes above and beyond to build relationships with the membership, grounded in communication and trust. The BTHA then presented a Special Recognition Award to Hasbro’s Gerry Heeley for his loyalty, long service, commitment and dedication within the toy industry. Gerry’s trustworthiness and passion for the toy business were all celebrated as he received the specially commissioned trophy. The next award for the evening was the Toymaster Special Recognition Award, presented to Banaghans by Chloe Farrow, Toymaster’s Product Manager. This year, the award celebrated a supplier that consistently went above and beyond for Toymaster members, delivering an exceptional level of service and a commitment to supporting indies. And the final award of the night was the Toymaster Supplier of the Year, presented to Asmodee by Chris Blatcher, due to the company’s excellent performance and strong relationship with the Toymaster members. Its contributions have made a big difference to many members’ success, especially over the last year. Toymaster is constantly talking to its members, and these awards go to those that have gone above and beyond. “It’s important to recognise that there’s so

Toymaster Review

many good people in the industry,” said Paul Reader, Commercial Director, Toymaster. “If we can find a way of recognising what they’ve done for us and our members, that’s really what it’s all about. We think the Awards Night should celebrate the best of the best and everything they’ve done.”

Asmodee

After another successful meal, a talented opera singer kept the crowd entertained with his rendition of ’Nessun Dorma’, before an energetic band took to the stage. Funko donated the table top gifts for the evening, with a Funko Pop! figure at each seat. With much to celebrate, the fun continued late into the night. Although it was quieter on the last day, team Toy World used this time to track down a host of suppliers to hear their thoughts on the show, and across the board, this year was deemed a major success. James Connolly, Managing Director of Mojo Fun, was pleased with the relationships he continued to develop throughout the show: “It’s been a great show. Interest is growing from the independents which I’m really happy about and more people are realising the quality of our products. This show is about getting the interest, showcasing the product and building these relationships. I think the orders will come out of the show and we’ll be happy.” “This year was a steady, well-attended event that gave us genuine quality time with both our existing retail partners and we had some very positive feedback from all that visited the stand, including retailers we hadn’t connected with before,” said Becky Matthews, Golden Bear’s Global Sales & Marketing Director. “What sets Toymaster apart for us as a supplier is the calibre and commitment of the retailers in the room. These are passionate, knowledgeable independents who know their customers inside and out, and that makes every conversation worthwhile. There’s a warmth and loyalty to this show that you don’t find elsewhere in the trade calendar. It honestly feels more like a reunion than a transactional show. We always leave feeling energised about the year ahead, and this year was no different.” LA Brands attended the show for the first time this year, marking its debut at any trade show, and Director Andy Hobbs was very pleased with the outcome: “We’ve partnered with Kayes of Cardiff, so we’ve had double

Toy World 34

the presence which has been great. Working with the independents is the only way that you can get good, honest feedback from people that are working so closely with their customers. Here, you can really connect with shop owners who know their target audience.” Toymaster’s Member Support and Retail Recruitment Manager, Sam Gascoigne, commented: “We’re really happy with the show this year. We’ve had a great turnout of our membership and a strong turnout of independents as well. More independents registered this year than last, so we’ve had a big boost in attendance. Feedback has been overwhelmingly positive from everyone involved – the suppliers, independents and our members.” Dates have already been confirmed for next year’s show. The Toymaster May Show will return to the DoubleTree by Hilton Harrogate Majestic Hotel & Spa from 18th-20th May 2027. We hope to see you there!

01773 570444 ■ sales@abgee.co.uk www.abgee.co.uk

Talking Shop

Toymaster talks On the second day of the Toymaster May Show, Toy World sat down with indie retailers in attendance to get their thoughts on the event, what had caught their eye so far and more. Stewart Jamieson, Harry’s Department Store, Lerwick The show’s been really good. We were hoping to see some newness, and we’ve seen a lot of good products. It’s been so busy; we started the first day of the show at about half eight, and next thing we knew it was six o’clock. We saw a lot of products this morning as well, so we’re probably going to have to sit back and look at our notes when we’re done. We just came from Smart Games which had lots of nice product. There’s obviously loads of squishies everywhere, and at Mattel, there’s a nice range of KPop Demon Hunters dolls. We also stopped by MGA this morning which had nice product, too. There’s been plenty to see and every stand we’ve visited, we’ve been quite impressed with the product range. Our store is in the Shetland Islands, so we don’t see many people visiting us. Coming down to the Toymaster show is great because we get to meet with all the other Scottish retailers. We have a night out, we sit around and we talk about product and what’s doing well. We also like to get their advice, which is something you need to be able to take in the toy trade. We’ve seen so many nice products that we think will sit nicely in our store. We’re excited about a few different ones. I don’t think they’re going to be standard product of the year for most people, but it might sit nice in our store. Baby Republic’s Speks range also looked good, along with Mattel’s latest doll ranges.

Jon Callingham, Malletts, Cornwall It’s been really busy so far and the show has seemed quite buzzing and vibrant. There’s been a lot of new product on show. It’s always difficult with the toy trade at the moment. You never know what’s going to be popular and when because of things like TikTok and YouTube. You don’t know what’s going to be a craze and it’s harder to predict than it used to be. Looking at what’s popular, there’s a lot of squishies around. The problem, however, is that they’re a challenge to get in-store because there’s not much in stock at the moment. Trying to get the stock has been a fun challenge. I’ve brought on a few different lines that have sold out. I’ve been looking at Scrunchems from One For Fun, and that range looks good. We’ve got deliveries planned in August, so I’m looking forward to that. There’s not been much newness this year in terms of the show, but Toymaster has improved things like TIMS and the management system, like invoicing and things like that, which is always useful. We find these resources really helpful. It makes it a lot easier, especially for looking at trends and what’s selling. So far at the show, I’ve done most of the main catalogue lines, so now I’m going around and looking for new companies that I haven’t dealt with before. I want to see what potential opportunities there are. We’re not looking for anyone specific, just new companies to see what’s out there.

Toy World 37

Talking Shop Heather and Brian Buckby, Blewetts of Hayle, Cornwall It’s been an interesting show as usual. There’s been a few things that we really like the look of which is nice. We particularly liked the new KPop Demon Hunters range from Mattel. I think that K-pop is definitely going to be big for this Christmas, which will be good to see. People have gone squishie mad recently. We’re selling squishies like the butters and the dumplings – at least when you can get stock of it. We’ve been seeing a lot of it at the show this year, and we’ve even placed orders already for next year as well. We’re planning that far ahead. These orders are new product for next year, so we figured that we’d get on top of it now. A lot of schools are letting children take squishies in, as long as it isn’t noisy or messy, to help them with their nerves and anxiety. This is a factor for why sales have been so high, as schools are recognising that they’re keeping students calm. The Toymaster window kits are always very good. We put them up in our windows and they’re always a big display. It looks nice to advertise your product like that. We currently have Super Mario up and we just took down our Britains display, which had tractors, farmers and combine harvesters. It’s always good to have a new window display which is attractive, colourful and eye-catching. We want it to make an impact on people as they go past. When looking at the blockbusters at the beginning of the year, we always look to see what films are coming. Super Mario is a good one, and we know it’s going to sell no matter what. Toy Story is selling lots of stuff, and then there’s also Star Wars Mandalorian & Grogu. When you see these sort of films coming, you know you will have safe winners. We’ve been doing this for 45 years, so we know what’s going to do well at this point.

Liz and Steve Kerrison, Kerrison Toys, Norwich, Norfolk The show has been very good so far and there seems to be positive feeling out there. I think everybody has had a reasonable start to the year, so the atmosphere is a lot more upbeat than downbeat. There are obviously different products every year but, overall, it still feels like the same show. We’ve had good support for the shop with squishies and everybody seems to be looking after independent trade very well. We haven’t had any favourite ranges yet but we’re still only halfway through. So far some of the K-pop dolls look very good, as well as the Mattel range of Toy Story figurines. We also liked the look of the new Thomas the Tank Engine. We always take advantage of the show deals when we’re here. All the companies we work with have been offering a deal this year, though some are slightly better than others. For example, there was one where we had to buy 24 items to get the discount, but all the products in the deal were fairly similar and we didn’t need that many. There does need to be an incentive behind the deal in regard to offering necessary products. Mostly, however, the deals have been really good, and there’s often flexibility there. A lot of companies don’t make you place the order immediately and give you until the end of the month or even further to get back to them, which is helpful. Though we do prepare some orders if we’ve been given the information before we come, we mainly like to go away and think about it because we might see something we like on day one but, after spending another two days exploring, we might change our minds about it. At the moment, we’re ordering for both Christmas and 2027. This is always a friendly show to come to and Harrogate is a lovely place to visit. The evening entertainment and the food has also been amazing. It’s probably one of the best meals we’ve had at Toymaster, and it was piping hot which, when you’re serving that many people, is impressive.

Brendan Will, Will’s Toy Shop, Aberdeen

George Phillips, Phillips Hobbies, March, Cambridgeshire

The show has been good so far; it’s not been as hot this year compared to previous shows. The Toymaster members have definitely been more optimistic this year because of Pokémon and the squishy craze, although it’s really hard to get stock at the moment. Looking at the squishy craze here, Specs from Baby Republic seems good. It’s more adult and there’s lots of variety. There are magnetic ones that are a little bit more expensive but are for the right kind of market. We’ve really become a TCG store now. We carry a lot more board games, so were looking for board games, anime, collectibles and such at the show. We’ve seen bits and pieces in the anime space here. The lower marquee seems to be a bit more tailored towards what we’re looking for. We liked the look of Tubbz and we haven’t worked with it before. Last year, a customer hid some ducks around the store; we kept finding them everywhere. My wife then went and got even more to place around the shop floor. It was a lot of fun, so I think we’ll try to get those Tubbz in to do more of that. Toymaster has created focused sections that are selling the kinds of products I’m looking for, aka for stores that are a little bit more specialised, so we’re spending more time in these areas. We’re definitely seeing things that are going to be more suitable for the store. Toymaster seems to have tailored specific types of products to certain areas at the show, whereas before it was all mixed up. My favourite thing I’ve seen would probably be the Pikachu Puppetronic from Wow! Stuff, which was on display on the KTL stand. It’s expensive but it looks cool.

This is the first Toymaster I’ve been to and it has been a great show. I’ve had the opportunity to meet members who have become helpful and suppliers that I haven’t had the chance to meet before, such as Asmodee, and it’s been nice to be able to put faces to names. There’s been some great offers I’ve been able to take advantage of too. I’ve also been able to find a lot of new suppliers that I’d missed as you get a lot of catalogues in the post and emails that get lost in day-to-day business. When you’re standing face to face with a product and learning about it from someone who knows what they’re talking about, it’s useful for finding new things for the year ahead. As I’m a model and hobby shop, I’m dipping a bit more into toys and I was impressed with Jigglets from 3D Studio Gifts, which are really popular. I haven’t seen those before, so I think I’ll be stocking them going forward. I also think the Gundam kits from Bandai are really great, and I haven’t stocked those before either. They’ll definitely be coming in. I’ve placed some orders here at the show and I’ll be making some more when I get back to the shop. I would say Toymaster has exceeded my expectations. I never know what to expect from shows like this, but I’ve been pleasantly surprised. Harrogate is a lovely area and it’s a nice venue so I’m very happy. My favourite thing I’ve seen would probably be the Jigglets. As a Toymaster member, there’s some great terms that I couldn’t access as an independent. Coming to the show and meeting members has been helpful to strengthen relationships with everybody that will last not just here at the show, but across the year and beyond.

Toy World 38

My First Laptop

My First Tablet

My First Remotel Contro

@HTIToys @HTIGroup1952

Talking Shop Jane Hastings, Toys Toys Toys, Liverpool

The show has been beautiful. There’s plenty of great new products and I’ve been able to order a whole variety of items. It was also wonderful to see Allen Murray getting his Golden Teddy. I’ve known him a long time and he really deserved it. I’m really excited for the new Gui Gui range by Moose Toys. It hasn’t been as big as other squishy ranges but it’s a big one for me. Moose has just done a new K-pop range that I’m looking forward to, as well as the new giant ones. Crazy Aaron’s has become very popular again. I don’t know whether it’s due to the whole squishy trend, but it is booming again. I’m a big fan of Hyojo by MGA Entertainment, too. They’re fantastic and I think they’re going to be huge. The Bratzies Blind Box is also doing very well. They have quite a high price mark, but people don’t seem to mind. They’re similar to Labubu but they’re Bratz-licensed. I can’t help but want to buy everything when I’m at the show. One product that has really stood out for me is Just Play’s Gabby the Grow & Roar Tiger. I’m really looking forward to the whole range but particularly the tiger. I’ve already had quite a few meetings here at the show and I have others arranged with MGA and Zapf later today. I’m hoping to make more orders as I feel I need to take advantage of the great offers whilst I’m here. Wow! Stuff has some good products in the works, alongside the Pokémon Puppetronic. There is a new Fuggler Rainbow Puppetronic coming out which looks good. The company wants me to launch all its new products on TikTok and Richard North is coming to do a live for it, which is exciting. After the show, I prefer to just WhatsApp people to place orders because I’m not very good at emails and its quicker. For example, I can WhatsApp Wind at 11pm if a TikTok video has gone viral and I need more stock and it will arrive the next day. Products can go viral on TikTok so quickly that I need to be alert and able to reach people fast. If I was only able to email someone and then wait for them to get in the next day, go through their list and place the order, we could have already missed the trend. Specs by Baby Republic is very popular right now. I’ve ordered some at the show, including all the new putties, and I’m looking forward to all the new products arriving from July. As it’s a kidult product, I have children and adults buying them, so I am constantly having to restock them. I would say Gui Gui is one of the most important products for me this year. I’ve sold almost 2000 just on TikTok shop so I need to order more. The show is for making orders after all and I’m a prolific buyer. The Toymaster team has done a brilliant job with the evening entertainment this year and the food has been lovely.

Karen Westmorland, Treasures Toys, Wetherby, West Yorkshire I’ve been placing quite a lot of orders this year. I’d already done some planning of what I wanted to do so I’ve gone through and placed the orders I was keen to make. Now I’m going to try and spend some time seeing what else there is and trying to get hold of some squishies. I have a lot of high school kids who come to my shop now and about a third of my sales are squishies, so I’m running low and I need anything that’s going to retail between £1-£6. Specs from Baby Republic is brilliant but there’s no stock until July. I ordered some at Spring Fai, and I’ve just placed some more orders for July, September and November. I’ve also got dumplings coming from Keycraft. There’s so much on offer here and I’m interested in looking to see if there’s any new suppliers that I might be able to use for periods like Christmas. There was a company selling little sewing kits which I thought was interesting as I get quite a few customers looking for something a bit different for birthday or Christmas presents. I’m focused on getting a variety of products, as opposed to only licensed ones. Of course I need them in the shop, but I would also like to find non-licensed toys because there’s a better margin for them. So far, I’ve placed orders with Tonies, Buddy and Barney, Sluban, University Games, Cheatwell and DKB. I quite like smaller brands for toys to stock at half term and summer holidays. I ordered Tonies at the show last year and it’s been phenomenal. There are always new licensed characters coming out so I’ve managed to order in existing and new characters. I like Buddy and Barney because it also does products like sewing kits. I’m focused on finding a nice variety of different toys that people aren’t going to necessarily find in the supermarkets. Coming to the show, its lovely for me to meet suppliers and build up relationships. I don’t know a vast amount of Toymaster members, but I bumped into a couple who came into my shop when they were on holiday a few months ago to chat. It’s nice to talk to other members because sometimes you feel like you’re on your own in your mindset, when other people might feel the same way about certain things. The offers are great though not always useful for me as it’s a lot of stock for my small shop. It is mainly the community aspect of the show that makes it enjoyable. It’s a really nice three days to get to know people and see everything. Rainbow Designs has some tiny Cutydoo keyrings, which has probably been my favourite thing I’ve seen. I was given one when I was at the stand and it’s adorable. Soft toys are not always something I order in for the shop, but I do love them. I would like to have a look at Posh Paws. I saw its stand at the Spring Fair but didn’t get a deeper look so I’m going to find and talk to the team here.

Ciaran and Helen Burns, C&H Burns, Cookstown, Co Tyrone As per usual, it’s been very busy and our first day was really productive. We do all three days of the show, and while we’re primarily looking for catalogue product, we’re also looking for value, for deals and for stuff on the side. Much of what we’ve seen so far has been pretty run of the mill. There’s nothing massively outstanding, but it’s still early days and all doors are open. Quite often we find that the outstanding things only appear after June, maybe as far as August. We’re using this show to wrap up this year. We want the back end organised, particularly our catalogue lines. We support all catalogue lines all of the time. We distribute about 100,000 catalogues through Royal Mail, which is really important to us. While we distribute that through Royal Mail, our policy is that we must have all the product in-store. We don’t want to disappoint our customers for not carrying something. There are many suppliers here that help our store. This show builds upon our relationships on the back of the two regional shows, and the fact that you’re getting to meet and talk to people face-to-face opens up avenues, deals, value and clearance. Everybody always has something of interest, you just have to find it. It’s a very productive show. In its 31 years, we’ve only missed two. One was for the pandemic, and the second was because Helen was in chemotherapy at the time, so we couldn’t travel. This has been such a strong year overall. At the end of Week 20, as a business year-to-date, we are 41 points up. Toymaster is about 20/21 points up as a Group, and according to Circana, the toy trade is up around eight points. We’re fighting the fight. However, next year is most likely not going to look as strong. At the end of the season, we will push the reset button and go back to what would appear to be a normal year. We’ll treat this as being exceptional.

Toy World 40

Toy World 41

indie viewpoint

Talking Shop John Testori, Bambola Toymaster, Saint Helier, Jersey Toymaster is always an incredible show; I would say it’s undoubtedly the best show of the year. We’re only halfway through but so far Lego has really stood out to me. The Netflix KPop presentation was also very strong and well worth getting up an extra half an hour early for. There’s been plenty of really good squishy products too. The squishies in general have made a world of difference and most members are trading very heavily up, which is incredible. Overall, it’s been a strong show, and I think we’re set to have an equally strong year. Coming to a show like this and interacting with multiple retailers and suppliers, you get an opportunity to look into people’s eyes. I will probably see 45 to 48 suppliers during the two and a half days and it’s so much nicer than an email or a phone call as you can put a face to a name. These days, a lot of reps don’t actually call and repping no longer involves getting into a car, so it’s really nice to be able to talk to them in person. Around six people I’ve spoken to in the first day and a half have said they will be coming to Jersey on holiday and they’re going to come into the shop. Even those who aren’t my areas reps and agents have said they will visit, which is wonderful. The opportunity to speak to lots of other independent retailers is also very beneficial. You can share successes and they’re always happy to discuss what is and isn’t selling, which makes the toy trade very special. My wife is in the fashion industry and, coming with me to these events over the years, she’s always envious of the camaraderie amongst everyone. There are problems in the toy trade, but people forget that there are a lot of positives too. I’ve been in the industry for around 47 years, and I don’t plan on retiring anytime soon. It’s a work hard, play hard show. It’s been great since I first started attending and they’ve managed to replicate that each year. The Toymaster team and the Majestic team have it down to a fine art. We’ll all be going home on Thursday and they’ll stay Thursday night, going through all the bits that went well and all the bits that didn’t go well. It’s a great effort from the Northampton team and the guys here. The food has also been incredible, considering how difficult it must be to cook for 300 people. There’s always lots of offers, which is good, as it’s alright to buy the product in but you’ve got to sell it too. Toymaster always manages to provide plenty of great offers, so I’ve been able to pick up some new suppliers. I’m very positive for the year. We’ve had a great one to date, and it looks like it will be another good trading period for the second half.

Michael Cleary, JKC Toymaster, Nenagh, Co Tipperary It’s always a good show and it’s been great again this year. We’ve spent two days here this year. We arrived the morning of the first day and we’ll be heading back home this evening. There has been a vast amount of squishies on display and plenty of really good product out there like Reydon Sports. I’m sporty myself, so I’m interested in that area, and it has some fantastic new items. In Southern Ireland, we’re not really into tech toys or the latest craze, so our toy shop is essentially generic toys like Lego, jigsaws and games. In that category, there’s lots of new stuff and we’ve been increasing the number of board games. I remember passing a toy shop hosting a big games night at an event in Turin, Italy 10 years ago and there must have been at least 50 adults taking part. I think we’re starting to see that culture come to the UK and Ireland, so I’m seeing a big increase in the number of games and I’m more focussed on that area. In terms of suppliers, I’m looking for games as well as ones in the construction area. It used to be mainly dominated by Lego but now there are a variety of other options like Cada and Sluban. Construction is a big category for us, so I would gravitate towards those types of suppliers alongside jigsaws and games as I’ve mentioned. Being a Toymaster member and having the opportunity to come to a show like this with other retailers brings advantages like discounts and access to suppliers that you couldn’t get as an independent. Also, there is the opportunity to network and talk to other shopkeepers about what’s selling and what’s not. You get the good, the bad and the ugly just from networking. I’ve been a member of Toymaster since 1994, so I have gained lots of relationships over that period, both on the sales side and the distribution side. The whole networking side of it is invaluable. Since 1994, the show has changed dramatically. Of course, it’s in the same location and has the overall same layout, but the products on offer have totally changed and the way it’s presented is quite different. I suppose over the years I’ve gotten better at understanding what is catered more towards me and my shop, so I know where to go and what to look at. Afterall, there’s no such thing as a poor product, as something that might not be for me could work really well for somebody else. You just get better at filtering through the show and the stands, knowing which appointments you need to arrange and talking to the suppliers that you only get the chance to see at the May show in Harrogate. My favourite thing that I’ve seen at the show this year would have to be the range of products offered by Baby Republic. I thought they were very nice.

Toy World 42

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Shows, deals and discoveries

t has been a very busy last month with the Toymaster show, UK Clearance show and half term. Toymaster was a great show and there was a real buzz around from retailers and suppliers. Any pocket money supplier there seemed to be mobbed with customers, and their sales staff looked like they needed a drink at the end of the day. They certainly earned their money over the course of the show. As ever, it was a fantastic show, excellently planned and executed by the Toymaster team. There was lots going on all the time, and the Wednesday evening event we went to was fantastic. I know they are already planning for next year, and we are looking forward to going back already. What can we say about sales? It has definitely not been a bad old year, as Del Boy would say. The May half term was manic for us, with a record week on pocket money. As buyers, we have never had to be so on it, almost weekly changing to new products as others sell out so quickly. We had in the Crazy Fun Dumplings from RMS, which absolutely rocketed out the door, with customers already knowing they were the ones from TikTok. Pokémon shows no sign of slowing down either, with the latest Chaos Rising expansion selling out quickly. Within pocket money, anything squishy is very popular. We have just received some of the Big Squig lines from Keycraft and they are already flying. We have put in some big numbers across squishy lines from several suppliers for the rest of the year; it is scary how much we have ordered. However, as lines come in one by one, they are selling out fast, clearing space for the next one. There is certainly no sign of it slowing down yet, as last weekend was our biggest ever on pocket money, and that was in early June. One of the other standouts at the moment is World Cup products – although by the time you read this England might be out of it. However, the Panini World Cup stickers are going really well, and the Lego Sports Editions sets have been popular, along with the FIFA Plush range from Jazwares. Construction is a major category for us and is clearly dominated by our biggest supplier – Lego. The range continues to expand, and it is a key brand for us. The new June launches have proven strong, with latest Speed Champions sets and the Editions lines being our best-sellers. The Ideas Peanuts Snoopy’s Doghouse has also gone down well, reflecting strong sales of other Peanuts lines. We are very excited for the Lego Pokémon Smart Play sets to arrive in August, as they look like a great fit for both brands. We are growing our construction ranges outside Lego, with the Gunpla range from Bandai and some vehicle lines from Cada, distributed by The Hobby Company, which offer nice alternatives.

Toy World 43

Insight

This Sporting Life

To monitor what’s happening in the ever-changing toy market, Circana collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy. For more information visit www.circana.com.

Emilie Erktan examines the impact of the growth of Sports-inspired toys on the overall market, as the UK continues to enjoy strong sales in the first half of the year.

Emilie Erktan

items in unit sales in May were World Cup stickersToy or cards. It’s hardly surprising, Entertainment Typeas 54% Sport andwere Motor/Vehicles Brands/Racing toys accounted for 7.5% of the UK Toy market value sales in of FIFA sales generated by Non-Strategic YTD May vs. 5.3% 3 years ago, experiencing the fastest growth +51% and +83% respectively vs. 2023 grocers would run events/displays around the tournament, Trading Cards/Collectible Stickers from but toy retailers have also come up with creative initiatives % £ spend Panini. Motor/Vehicles Brands/Racing 4.1 2.6 to attract fans, such as The Entertainer Football Hub online 2.7 3.4 8.3 However, unlike previous World Cup tournaments, 8.8 Sports or The Lego Editions Fan Zone at the Lego Store in Leicester 14.0 13.9 we’re seeing a wider ecosystem of soccer-inspired products Video Digital Games Square. 14.6 14.5 TV/DVD/Digital gaining traction and reflecting deeper engagement across Motor/Vehicles Brands/Racing continues to grow from Moviefor age groups and product30.0types. Building Sets Outdoor and Sport Toys have increased by +10% YTD 28.4 accounted last year, when Formula 1 was the no. 2 Toys Manufacturer Brands and were up +30% in May. YTD (Jan'23 - May'23) YTD (Jan'26 - May'26) gaining property for the full year 2025 With the warm weather vs. 2024. YTD May 2026, Ferrari, Bugatti, during the half term holiday Porshe and Ford were amongst the top 25 boosting sales of outdoor Sport and Motor/Vehicles Brands/Racing toys accounted for 7.5% of the UK Toy market value sales in gaining licences, while new Building Sets YTD May vs. 5.3% 3 years ago, experiencing the fastest growth +51% and +83% respectively vs. 2023 toys, six Outdoor subclasses launches of iconic licensed cars - such as were amongst the top 15 the Dolorean from Back to the Future and gaining for that month: % £ spend Lightning McQueen from Cars the Movie Pools sales jumped +218%, Motor/Vehicles Brands/Racing 4.1 2.6 – have also boosted sales. 2.7 3.4 with the Wilton Bradley Fast t the time of writing this article, the UK Toy market has enjoyed a strong +12% growth (YTD May 2026 vs. 2025), with the month of May posting a healthy increase of +20%. The Building Sets and Action Figures categories continue to show strong growth, but May’s performance also benefited from warm weather, the build-up to the Football World Cup and the Squishy Dumplings trend.

Toy Entertainment Type

Senior Account Manager, Toys UK, Circana

Source: Circana, Retail Tracking Service UK, YTD May 2026

Circana, Inc. and Circana Group, L.P. | Proprietary and confidential

Document classification: NPD Internal Only

8.3

8.8

Sports Finally, Miscellaneous Toys sales Set Garden Strut Pool 244 14.0 13.9 jumped in May: sales have increased +49% x 61cm reaching the top 5 Video Digital Games 14.6 YTD, but they grew by a staggering +86% best-selling items in total 14.5 TV/DVD/Digital for the month of May. Zuru 5 Surprise toys for May. In addition, Movie Mini Brand and MGA Miniverse are still Skates/Scooters/Skateboards 30.0 28.4 dominating in this subclass, although were up +51%, Playground Toys Manufacturer Brands new collectibles launches are also adding Equipment increased by YTD (Jan'23 - May'23) YTD (Jan'26 - May'26) value: seven of the top 15 items are new, +7%, Water/Sand Toys grew Source: Circana, Retail Tracking Service UK, YTD May 2026 2 while HGL and Clickeez became the no. 3 Circana, Inc. and Circana Group, L.P. | Proprietary and confidential by +41%, Bubble Toys/ and no. 4 properties respectively. Scrunchems Dumpling 19% of the sales, Strategic Trading 16% and Action Figures Solutions saw +20% growth and Water Blasters enjoyed a Asst was the no. 1 best-selling item in Miscellaneous Toys 6%, driven by new launches. Lego Editions FIFA World Cup +29% increase. The top eight best-selling items ranked by in value sales in May, and it even reached the top 10 items Official Trophy was the no. 2 best-selling item in value sales value velocity for May included one trampoline and three in total toys in unit sales, showing the strength of the YTD May 2026 and the no. 3 in total Standard Building Sets pools, highlighting the strong demand to keep the kids squishy toys trend. The average price in Miscellaneous toys in May. Zuru FIFA World Cup 2026 Ballers Mystery Capsule entertained during the warm holiday. was just £3.65 in May. 9.5cm Asst became the no. 5 best-selling item in value sales Sales of Sports-inspired toys have been rising steadily in Action Figures Collectibles YTD May, even reaching the Keychains/Keyrings/Bag clips make up 12% of over the last few years, and they accounted for 3.4% of the top spot in May. Miscellaneous Toys sales, with sales more than doubling total toy market value sales YTD May 2026. It is also the Document classification: NPD Internal Only

fastest growing entertainment segment, increasing by +38% vs. 2025, followed by Motor/Vehicles Brands/Racing toys, which increased +25%. FIFA is the no. 4 licence YTD May and the no.1 gaining licence, with sales of World Cuprelated items exploding: Five of the top seven best-selling

50% of UK consumers are said to be interested in the World Cup*, with male 25-34 year olds over-indexing 1.28x, as well as Households with Children, both those in Primary school (1.42x) and Secondary School (1.44x) *, all of which offers a large target audience to reach. It was expected that

Toy World 44

compared with last year. Keychains/Keyrings/Bag clips sales were up +112%, with sales concentrated in Plush (accounting for 57% of the sales), Explorative and Other Toys (35%) and Craft Kits( 8%), reinforcing the collectible and wearable trend.

Item progression:

Item Description

Corporate Manufacturer

April 2026 Rank #

May 2026 Rank #

FIFA World Cup 2026 Official With the World Cup taking place in June and July, football 1662 5 Sticker Collection Packs Panini fever started to have an impact in May. Panini’s FIFA World Cup 2026 Official Sticker Collection Packs showed the strongest increase in item ranking from April to May, jumping to no. 5 in value sales and no. 3 in unit sales. Indeed, three of the top five best-selling items in May were FIFA World Cup sticker products.

Top 10 gaining licenseslicenses - total toys Top 10 gaining - total toys Ranked by value Ranked by value

Fastest-growing licence

Top 10 gaining licences Sales gaining (£M) Sales gaining (£M) - total Top 10 troys gaining licenses - total toys FIFA

FIFA

£12.4

£ Ranked by value Over 38% of the UK toy market value sales have been generated by licensed toys YTD Star10 Wars £6.2toys Top gaining licenses total Star Wars £6.2 Sales gaining (£M) May 2026, with licensed toys growing three times faster than non-licensed toys. by value Jurassic Ranked Park/World £4.1 Jurassic Park/World £4.1 FIFA was unsurprisingly the top gaining licence, jumping into the top 5 best-selling FIFA £12.4 Sales gaining (£M) Star Wars £6.2 Toy Story/Lightyear £3.6 licences as the football World Cup started. Over half of the sales came from NonToy Story/Lightyear £3.6 Jurassic Park/World £4.1 FIFA £12.4 Strategic Trading Cards/Collectible Stickers. New launches in Standard Building Sets, Fuggler Toy Story/Lightyear £3.6 £3.5 Star Wars £6.2 Fuggler £3.5 Fuggler £3.5 Jurassic Park/World £4.1 Strategic Trading Cards Games and Action Figures & Collectibles boosted sales, as well Stranger Things Stranger £2.8 Things Toy Story/Lightyear £3.6 Stranger£2.8 Things £2.8 Fuggler £3.5 Cars The Movie £2.6 as Traditional Plush and Games. Cars £2.6 The Movie Stranger £2.6 ThingsThe £2.8 Cars Movie £2.6 Lord Of The Rings Star Wars is the top licence and the no. 2 gaining property, up +29%, helped by the Cars The Movie £2.6 Back To The Future Lord Of£2.2The Rings Lord £2.6 Of The Of RingsThe £2.6 Lord Rings £2.6 Ferrari £2.1 release of The Mandalorian and Grogu movie and new toy launches. Building Sets Back To The Future £2.2 Back To The Future Back To £2.2Future Ferrari £2.1 The £2.2 generated most of the sales and gain, although Action Figures, Games and Plush also Ferrari £2.1Ferrari £2.1 showed strong growth. The Mandalorian licence itself is up +52% YTD. Toy Story sales are already up +263% vs. 2025, ahead of the highly anticipated Toy Source: Circana, Retail Tracking Servic S Story 5 movie release in June. Action Figures have generated 45% of the sales, followed Circana, Inc. and Circana Group, L.P by Infant/Toddler/Preschool at 27% and Building Sets at 14%. While Action Figures assortment is the topOnly seller so far, the villain of the story, Toy Story 5 Explore and Learn Lilypad, brought to life Document classification: NPD Internal Document classification: NPD Internal Only by Vtech, is the best-selling pre-school item for Toy Story so far in 2026. New Lego Speed Champions and Lego Icons sets released in the first quarter of 2026 have been driving the growth of Ferrari, Cars the Movie, Lord of the Rings and Back to the Future licences. Lego Speed Champions Back To The Future Time Machine reached the top 10 best-selling items in Total Toys YTD May 2026. Fuggler Plush continues to expand and is also starting to diversify, with 9% of the brand’s sales coming from new launches in Miscellaneous Toys, Building Sets and Games/Puzzles. Stranger Things sales have been nine times higher than last year, with the final series in December reviving demand for consumer products. Action Figure Collectibles still account for 60% of its sales, but increases have also come from Games, Building Sets and expansion in Plush and Puzzles. Source: Circana, Retail Tracking Service, UK, YTD May 2026 vs. 2025

Circana, Inc. and Circana Group, L.P. | Proprietary and confidential

Source: Circana, Retail Tracking Service, UK, YTD May 2026 vs. 2025

Document classification: NPD Internal Only

Circana, Inc. and Circana Group, L.P. | Proprietary and confidential

Document classification: NPD Internal Only

order B2B at littleconcepts.shop

Guilt-free tech that inspires creativity

littleCONCEPTS - proud partners of:

Toy World 45

fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Bruder, Goliath, Hasbro, Kidantics, Little Tikes & PMS.

Elefun

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

Goliath Games is bringing back Elefun, the classic 90s kids’ game. Returning to shelves for the first time in years, the butterfly-catching classic has been reimagined from the ground up. The premise is simple. Elefun takes a deep breath, his trunk reaches a metre high and suddenly the air is full of colourful butterflies. Children can catch them with their net, leap and do it again. With 25 butterflies and two nets included, the game is ideal for players aged 4+. This isn’t just nostalgia for nostalgia’s sake. Goliath took the classic components of the original family game and improved them with a new design, a quieter motor and self-contained storage that keeps everything together. Elefun is a recognisable name among 90s family games, and its return is a natural, strategic fit for Goliath’s growing pre-school portfolio. It’s a deliberate move to continue defining what family game night looks like for the next generation. Kelly Adams, Vice President of Global Games at Goliath, said: “When parents tell you they grew up with a game and can’t wait to hand it to their own kids, you pay attention. Elefun has always been special, it’s easy to learn and it gets every single kid off the couch. We brought it back with the glow up we knew it deserved.” Elefun is available at walmart.com and will be available in the UK at the beginning of July in retailers including Smyths, Amazon and The Entertainer.

Builderz

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

KidAntics is continuing to build momentum with Builderz, a hands-on vehicle construction range designed to combine imaginative play with early STEM learning. Builderz encourages children to build, take apart and rebuild their own vehicles using chunky, child-friendly parts and easy-to-use tools. Designed to support fine motor skills, coordination and problem-solving, the range brings construction play to life through interactive, hands-on assembly fun. The collection spans a variety of popular themes including Construction, Farm and Fire Rescue, with collectible vehicles such as dumper trucks, diggers, cement mixers, tractors, steam rollers, crane trucks and fire engines. Selected lines also feature light and sound functions, while the 2-in-1 assortment adds extra play value by allowing children to build multiple vehicle combinations from one set. With strong collectability across the range and accessible price points, Builderz offers retailers a compelling addition to the evergreen vehicle and role play category. Bright packaging, engaging build-andplay features and broad appeal for pre-school and early years consumers position the range strongly for both every day and gifting sales opportunities. The Builderz line forms part of KidAntics’ wider commitment to creating engaging, educational and creativity-led toy ranges that deliver strong play value for children and commercial appeal for retailers.

Monopoly F1 Edition Board Game

Hasbro • 0208 569 1234 • www.hasbro.co.uk kimberly.kugler@hasbro.com Monopoly and Formula 1 fans can now bring the high-speed action of Formula 1 Racing to their tabletop as Hasbro has revealed the Monopoly F1 Edition. This thrilling new version of Monopoly allows each player to choose their favourite Formula 1 Team as they move tokens around the board and take the lead at races around the world. Rather than collecting $200 when passing Go, players will instead compete in the Monopoly Grand Prix by advancing their driver helmet around the track in the centre of the board. Fans can compete for both the Drivers’ and Constructors’ Championships and win it all in the pinnacle of motorsport. Designed for F1 fans, the Monopoly F1 Edition indoor game is a thrilling board game for 2-6 players. It’s for those looking for fun family games for game night, kids’ games, or adult board games and makes a great gift for kids and adults who love cars and F1 racing.

Toy World 46

CAPITALISE ON ACTIVE PLAY Skill-based sports toys are replacing screen time and driving family demand.

GAMIFIED SKILL DEVELOPMENT Instant feedback and progress tracking keeps kids engaged for longer.

THE NEXT GENERATION OF SPORTS TOYS Technology-enhanced play that develops real-world sports skills.

BUILT FOR STRONG GIFT APPEAL Innovative products that create excitement.

COMING

AW26

MEASURE YOUR KICK SPEED

Check out our full range! strikesphere.com strikesphereinfo@goldenbeartoys.co.uk

O D SC RE DI LE

LAY SP

WIT H

INTERACTIVE INDOOR BASKETBALL SKILLS TRAINER

AW26

fresh The Boo Crew

PMS • 01268 505 050 www.pmsinternational.com Jcostimouyia@pmsplc.com, sales@pmsplc.com

Round Balers and Bale Collector Bruder • (49) 911 752 090 • www.bruder.de info@bruder.de

With the new Fendt Rotana 180V and Massey Ferguson RB 4180V Round Balers from Bruder, things are running smoothly.

The world of The Boo Crew is continuing to grow for Halloween 2026, with two brand-new characters joining the expanding line-up of spooky personalities from the town of Spooksville.

Designed for children aged 3+, the new models boast true-to-original designs and numerous functional features. During operation, the fold-down pick-up is driven by roller feeders. Once the supplied round bale has been collected through the top flap, it can be ejected using the bale depositary rocker.

Following a successful debut season, Trixie Spellwell and Franklin are the latest additions to the Boo Crew universe – a playful Halloween character brand designed to bring personality, storytelling and strong visual appeal to seasonal retail.

The new Round Balers focus on stability, highquality and durable materials. This makes them equally suitable for use indoors and for demanding outdoor play environments. At the same time, their versatile play functions encourage creativity, imagination and a playful understanding of modern agriculture.

The Boo Crew combines imaginative character design with eyecatching retail presentation, helping retailers create engaging Halloween displays with broad consumer appeal. Leading the 2026 introductions is Trixie Spellwell, the Boo Crew’s youngest witch-in-training. Accompanied by her loyal toad companion, Toadie True, and travelling aboard her unpredictable broomstick, Whimsy Whirl, Trixie brings playful mischief wherever she appears. Joining her is Franklin, the Boo Crew’s lightning-charged rookie adventurer. Hailing from Boltford Hollow, a quirky suburb within the world of Spooksville, his signature spooky skill sees him occasionally channel harmless bursts of energy through the bolt in his neck. The new arrivals join the original Boo Crew residents: Mr Pumpkin Head (Percy), Mrs Pumpkin Head (Polly), Mr Skelly-Bones (Skelly), Mrs Skelly-Bones (Skellabella) and Sir Spookalot. Together, the characters form a growing cast of spooky personalities designed to support a scalable seasonal brand with strong merchandising potential across Halloween retail. Alongside the character dolls, The Boo Crew universe continues to expand with a selection of playful accessories. Highlights for 2026 include spooky outfits to dress up the Boo Crew characters, Trixie’s signature broomstick, and themed A-frame warning signs created as fun seasonal products for consumers to buy and use as part of their own Halloween displays and celebrations. For 2026, the range will continue to feature ready-to-merchandise CDUs, helping retailers create impactful seasonal displays while introducing consumers to the growing world of Spooksville. As The Boo Crew continues to expand, additional characters, storytelling and brand developments are already in progress.

Both balers can be combined with all Bruder tractors, creating realistic farming scenarios and providing long-lasting fun for young agricultural enthusiasts. As a complement to the new round balers, Bruder is also introducing the matching Round Bale Collector. This attachment can carry up to three round bales and can be connected directly to the new balers as well as to all Bruder tractors equipped with a trailer coupling.

Creative Construction

Little Tikes • 0845 0533 333 • www.mgae.com Little Tikes’ Creative Construction sets are designed for little builders aged 3+ who love hands-on play with lifelike tools and appliances. Featuring easy-to-follow “how-to” blueprints that spark creativity and guide firsttime builders, aspiring construction workers will have hours of realistic role play. The Creative Construction Workbench offers a sturdy workbench as the ultimate building station. This dedicated workspace inspires practical learning with a realistic hammer, wood saw, carpenter’s pencil (dry erase marker) and rafter’s square plus a working vice and four regular hooks for holding foam pieces or storing tools, like the clamshell box of 30 nails and various wood-look foam pieces included in the set. The Creative Construction Power Cuts Set includes a kid-safe battery powered chop saw, a claw hammer, nails, dry-erase pencil and safety goggles. The set allows children to measure, mark, saw and hammer while learning the importance of safety elements in construction. The Creative Construction Measure & Cut Set features lifelike tools including a mitre saw, mitre box, carpenter square, measuring tape and a dry erase pencil for marking straight and angled cuts. Offering seven realistic tools with a hacksaw, crescent wrench, screwdriver, socket set and a sturdy and durable toolbox for storage of tools and a full set of play fasteners, plus, screws, hex head bolts and hex nuts, the Creative Construction Tool Box Set is ideal for budding construction workers and parents who require practical storage solutions. As an introduction to the world of construction, the Creative Construction Hammer & Nail Set includes a realistic hammer, clamp and plastic nails that can be hammered into the foam wood. The Creative Construction Wood, Nail, Screw Bundle provides nine refill items including one box of nails, one box of screws and various foam “wood” pieces.

Toy World 48

step Into the world of wizard chess

Officially licensed from Warner Brothers, GoChess Wizard delivers a beautiful and authentic experience that is loaded with cutting edge technology to empower and inspire. Official Harry Potter Licensed

The authentic Wizard Chess experience for Harry Potter Fans.

Play the World

Connect to Chess.com and Lichess through the GoChess app for global matches.

Film Authentic Pieces

32 AI Levels

Sculpted stone warrior figures with a marble finish and gold accents.

From first castle to grandmaster it grows with you.

Smart Coaching Lights

Squares light up in real time to guide your best move.

2 Sizes

Home or Apartment. We have a size to fit your space.

Harry Potter Fans and chess players new and old can experience and grow from GoChess Wizard on their own table! For all retail and distribution enquires anthony @particular-tech.com Anthony Greenfield, Head of Global Sales.

Feature

Construction Toys Lego

Building demand The Construction supercategory continues to expand year after year, driven by innovation, collectability and crossgenerational appeal. From STEAM play to licensed sets, evolving consumer preferences are shaping the Construction Toys market. Toy World’s Caroline Tonks speaks to a selection of key suppliers within this space and examines how the category is currently fairing.

he first quarter of 2026 saw the UK toy market enjoy a strong start to the year, with value sales up +10% and unit sales up +13%, and 8 of 11 supercategories showing growth. The Construction category led the charge, with Building Sets being continually referenced for their ongoing success within Circana’s data surveys every month. Breaking this growth down by price point, £10-£20 was the largest by value in the first quarter, accounting for 30% of value sales: this area enjoyed a +9% increase. Building Sets was both the largest supercategory and the fastest growing at this price point. For the £30-£49.99 price point, which accounted for 14% of the value spend on toys, the fastest growing supercategories also included Building Sets. Looking at the highest price points, £50+ accounted for 15% of value sales in Q1, but only 2% of unit sales. It was the second fastest-growing price point, up +13%, with Building Sets accounting for more than half of sales. Lego Star Wars, Lego Technic and Lego Icons ranges all performed well. The Circana data doesn’t lie – the Construction category is continuing to move from strength to strength every month. Construction remains one of the most commercially robust categories in the toy market, with broad demographic appeal, strong gifting credentials and a loyal core customer base. However, it is also evolving faster than it has in years. The kidult demographic is growing significantly, driven by the same tailwinds reshaping the wider hobby and toy space. Consumers who grew up building are returning to it with more time, more money and higher expectations. At the same time, the entry-level market remains as active as ever, with parents

and gift buyers looking for quality and value. According to Alistair Brebner, Commercial Director at The Hobby Company, the opportunity for retailers right now is to recognise that Construction is no longer a singleaudience category. A well-ranged construction offering in 2026 should be able to speak to a child discovering brick building for the first time, a teenager wanting something more technically challenging and an adult collector looking for a serious, rewarding build. Ranges that can genuinely service that full spectrum, at the right price points, are the ones retailers should be building their offer around. The importance of licensing within the Construction Toys category cannot be understated. When looking at the category data, the right IP helps brands stand out in a crowded category and tap into new, passionate audiences effectively. Fans, in particular kidult fans, have proven they’re willing to pay more when the build connects to a franchise they love. “Licensing has always been important in Construction, but its role is shifting,” says Alistair. “Traditionally, licences in this space were primarily about driving recognition with younger audiences; a familiar character or vehicle making a set more immediately appealing to a child. That still matters, but increasingly licences are doing a different job at the adult end of the market. For kidult consumers, a licence is about emotional connection, nostalgia, fandom and cultural identity.” Cada Bricks are distributed exclusively in the UK and Ireland by The Hobby Company and its licensed car sets offer an accessible, gift-ready entry point with broad appeal. Cada’s automotive licences span Formula 1, Audi, Lotus, Mercedes-AMG, Renault, Porsche RUF and many

Toy World 50

more. At the top end, Cada Car Master builds at £250+ anchor the range, while the AMG GT3 and Audi RS6 offer complex, rewarding builds that take real time and skill and result in something genuinely impressive. Also in the realm of licensed vehicle sets, the Lego Technic Mercedes-Benz Unimog U 5023 with Crane represents the pinnacle of the Lego Technic range. Aimed at ages 11+, this 1,189-piece model features a fully functional pneumatic knuckle boom crane. Backed by Mercedes-Benz, this set speaks to both the dedicated child builder and the adult enthusiast alike. Plus-Plus has launched several licensed ranges into the UK for the first time: Moomin, Peanuts and Angry Birds. The Moomin range is available in regular Plus-Plus and Big, both featuring favourite characters, the Moomin House and Valley Playsets. Plus-Plus has also released a small range of Peanut character builds including Snoopy and his alter egos Joe Cool and Flying Ace, as well as Woodstock. The last to launch later in the year and ahead of the film at Christmas is a range of Angry Birds characters and a playset. “Licensing is a major growth driver, helping attract new audiences while keeping the category fresh and relevant,” adds Amellia Allen, Head of Product Development at Addo Play. “It taps into established fanbases and strengthens engagement by combining beloved characters, stories and themes with an immersive and rewarding play experience. Licensing continues to grow, with major IPs such as Formula One and Pokémon driving consumer appeal.” On the opposite end of the age spectrum, young kids can find a plethora of product within the category, with many promoting STEAM principles and early years

Feature

Construction Toys Magna-Tiles

development. With these sets, they develop through hands-on learning, bridging the intersection between play and education. “Construction play is one of the early forms of STEAM learning that naturally help children to develop their skills while testing, failing and improving the builds during their play,” comments Ahae Jeong Holmes, International Marketing Manager at Magna-Tiles. “More parents are looking for ways to help their children develop 21st century skills and the STEAM learning and educational values that come with is certainly fuelling the crossover.” All Magna-Tiles sets help children develop key life skills like creativity, critical thinking, collaboration and communication. This July, Magna-Tiles is releasing two new themes – the Ocean and Tree Top – across a total of eight SKUs, encouraging children to connect with people and the world around them. With this, Magna-Tiles will be introducing new materials, tile shapes and figures. New figures such as flippers, surfers, rescuers and outdoor explorers, together with ocean and wild animal figures and decorated tiles, will stimulate imaginative and creative play experience. The world of Jelly Blox continues to grow with an innovative, award-winning, patent-pending sensory storytelling construction system that combines safe, soft, hands-on play with skill-building creativity and imagination. For autumn/winter, Vivid Goliath is expanding the brand into squishy playsets designed to inspire storytelling while connecting as one versatile play system. There will be three new sets: Jelly Blox Jungle, Jelly Blox Squish Train and the Jelly Blox Bouncy Castle. Each set enables children to utilise their imaginations and create new worlds. “Category growth is being driven by consumer demand toward STEAM-focused, educational play, with more parents actively seeking toys that support learning, creativity and development,” adds Ben Lawless-Jennings, Head of Marketing, Connetix. He has seen families becoming far more discerning about the difference between products that simply reference STEAM and those where learning is genuinely embedded within the play experience. “As a STEAM-accredited brand, Connetix supports STEAM principles through open-ended play that encourages children to explore, test ideas and think creatively. Through play, children naturally engage with concepts like engineering, motion and spatial reasoning as they build and refine their ideas. At the same time, we’re seeing growing interest from educators who recognise the value of play as a powerful learning tool,

using hands-on resources to make STEAM concepts more tangible, engaging and accessible for students.” Launching this year, Connetix’s newest releases introduce new experiences centred around movement, portability and sensory interaction. With the Connetix Travel Mini Pack, children can create imaginative builds wherever families are, from holidays and flights to cafés and restaurant outings, using colourful stickers to personalise their creations and the tin. Connetix has elevated the portable play experience with stronger magnets and Smart Spin technology, allowing magnets to rotate freely within the tiles to self-align. With a curated mix of shapes including squares, triangles, trapezoids, rhombuses and slimline post pieces, children can create everything from tiny rockets and aeroplanes to cosy houses and animals. For younger builders, Mattel’s Mega Bloks range continues to support early learning through hands-on construction play. One line from the range, the Mega Bloks Build & Match Animal Tractor, introduces toddlers to stacking, matching and colour recognition with 30 large pieces that create farm animals and a rolling tractor. With this set, children can also mix and match the blocks to invent their own imaginative animal creations, encouraging creativity and problem-solving skills. Jordan Wingrave, Senior buyer at The Entertainer says: “STEAM education and skill-based learning through play remain key growth drivers. Parents are increasingly seeking screen-free, hands-on experiences,

The Hobby Company

while Construction Toys like Meccano support guided, collaborative and independent play. Durability, longevity and strong replay value also make construction sets an attractive purchase. “The crossover continues to grow between STEAM learning and traditional construction play. Learning is increasingly embedded within play experiences, making STEAM concepts more accessible and engaging. Realworld connections help bring educational concepts to life in a meaningful way.” While the Construction Toys category is constantly showcasing new and innovative collections across its leading suppliers, there’s always room for growth. According to Ahae, sustainability remains a major opportunity, but it’s not as simple as switching to an ecofriendly plastic. “The best Construction Toys demand durability, safety, precision and long product life, so any material change must preserve performance and meet consumer expectations,” she explains. “The bigger opportunity is balancing lower-footprint materials with the economics of scalable production, while designing products that truly last, are enjoyed across generations and create less waste overall. That means pursuing responsible material innovation where feasible, while also leaning into inherent strengths of a brand like Magna-Tiles, such as longevity, compatibility and hand-me-down value. In this space, premium quality and outstanding durability are important forms of sustainability.” For Ben, it is the growing recognition of the importance of MESH skills – Mental, Emotional and Social Health – particularly through collaborative play, resilience and confidence-building experiences. He says: “As a MESH-accredited brand, we see construction play as a powerful way for children to slow down, focus, problem-solve and reconnect through meaningful, hands-on play. There’s a real opportunity for Construction Toys to support emotional wellbeing alongside cognitive development in a way that’s natural and engaging for families.” Continue through the following pages to discover what new construction sets will be building out the category this year.

Toy World 52

The Original Magnetic Building Sets Brand

Official distributor of MAGNA-TILES® in the UK and Germany. sales@wowstuff.com

Construction Toys

Mattel 01628 500 000 | www.mattel.com Mattel presents exciting line-ups in the Mattel Brick Shop range and Mega Bloks, combining authentic vehicle builds, collectability and creative pre-school play. From iconic Hot Wheels replicas to toddler-friendly building adventures, the range offers something for builders of all ages. Leading the charge is the Mattel Brick Shop Hot Wheels collection, bringing some of the world’s most iconic vehicles to life in highly detailed, buildable formats. The Speed Series introduces the Mattel Brick Shop Hot Wheels Maserati MC20, Mattel Brick Shop Hot Wheels Custom ’90 Honda Civic EF and Mattel Brick Shop Hot Wheels ’07 Honda S2000, each built at 1:32 scale and packed with authentic details, customisation options, exclusive matching metal cars and signature metal plates for added collectability. For enthusiasts looking for larger-scale builds, the Elite Series expands the range with the buildable Mattel Brick Shop Hot Wheels ’90 Acura NSX and Mattel Brick Shop Hot Wheels ’15 Audi R8 LMS. Both feature premium detailing, customisation elements and exclusive die cast vehicles, delivering an immersive building experience inspired by two legendary performance cars. Completing the collection is the impressive Mattel Brick Shop Hot Wheels Mercedes-Benz 300 SL. Built at 1:12 scale, this premium model captures the elegance of the classic Gullwing with authentic detailing, metal components, accessories, customisation options and an exclusive display-ready metal car, making it a standout addition for collectors and builders alike. For younger builders, Mega Bloks continues to support early learning through hands-on construction play. The Mega Bloks Build & Match Animal Tractor introduces toddlers to stacking, matching and colour recognition with 30 large pieces that create farm animals and a rolling tractor. Children can also mix and match the blocks to invent their own imaginative animal creations, encouraging creativity and problem-solving skills. The fun continues with the Mega Bloks Lil Vehicles Assortment, featuring friendly rolling vehicles and Block Buddies characters. With stackable building play, storytelling opportunities and convenient storage built into each vehicle, the assortment offers endless imaginative adventures for little builders while supporting fine motor skill development.

Hornby Airfix 01843 233 500 www.uk.airfix.com tradesales@airfix.com Airfix Quickbuild is a snaptogether construction range built around real-world subjects. Precoloured interlocking bricks click together without glue, paint or mess and specially shaped components mean each finished build looks like the aircraft or car on the box, not a brick approximation. Every box gives a child their first taste of the wider modelling hobby their parents and grandparents grew up with. Joining the range this summer is the Quickbuild Eurofighter Typhoon "Blackjack", the first modern combat jet in the Quickbuild line-up. With 30 pre-coloured snap-together pieces, it has a finished height of 129mm on its included display stand and is designed for age 8+. It is available to pre-order now ahead of summer release. Quickbuild stands out thanks to needing no glue, no paint and no waiting. With the pre-coloured snap-together bricks designed by Airfix’s model engineers, the build is the play. Each set contains real subjects and accurate silhouettes with a 30-60 minute build window. It is long enough to feel earned, but short enough to keep a six-year-old engaged on a Sunday afternoon. There is also a clear progression path. Quickbuild builders graduate into traditional Airfix kits and Humbrol paints – a sell-up story most Construction lines simply can’t tell.

Toy World 56

I NTRO DUC I N G

NEW U N LO C K I N G N E W P OS S I B I L I T I ES TO BU I L D A N D A M A ZE I N T H E AWA R D -WI N N I N G M A R B L E RU N SYS T EM

12020032 GRAVITRA X STARTER SET - G - FORCE

CONTACT YOUR RAVENSBURGER SALES AGENT sales@ravensburger.com / 01869 363800

Construction Toys

Connetix www.connetixtiles.com | sales@connetixtiles.com

Known for its premium magnetic tiles, educational foundations and continual innovation, Connetix has built a reputation worldwide for pushing the possibilities of construction play. Launching this year, the brand’s newest releases continue that momentum, introducing new experiences centred around movement, portability and sensory interaction. One of the brand’s new releases, the Connetix Travel Mini Pack features reusable silicone stickers, a functional build-ready tin with a carry handle, and vibrant mini tiles with mighty magnets. Children can create imaginative builds wherever families are – from holidays and flights to cafés and restaurant outings – and use the colourful stickers to personalise their creations and tin. Rather than scaling down its standard tiles, Connetix has elevated the portable play experience with stronger magnets and Smart Spin technology, allowing magnets to rotate freely within the tiles to self-align. With a curated mix of shapes including squares, triangles, trapezoids, rhombuses and slimline post pieces, children can create everything from tiny rockets and aeroplanes to cosy houses and animals, inviting big creativity in a compact, travel-ready format. Designed to reimagine what’s possible in ball run play, the Connetix Ball Run Launcher Pack introduces a brand-new ball launcher that sends balls shooting through your designs. Every hit of the launcher button becomes an exciting hands-on experiment in force, motion and cause-and-effect as children test pathways, vary force, adjust heights and redesign their creations to see how each change transforms the outcome. Featuring clear tube pieces, seamless connector rings and a versatile stopper piece that can redirect movement, the pack encourages endless experimentation, problem-solving and increasingly ambitious construction. Through active, hands-on play, children naturally explore key STEAM concepts including gravity, momentum, angles and spatial reasoning while pushing their designs further with every build. The Glitter Galaxy Ball Run Pack combines glitter-infused tiles, glowing light balls and clear fluted tubes to create swirling, comet-like trails through every build. Featuring a dramatic space-inspired palette of blue, purple, black and grey, alongside the brand’s innovative light-up balls, the pack transforms traditional ball runs into a dazzling play experience that comes alive both day and night. Building on the success of Connetix’s light-up tile innovation, the Light Rocket Pack features a rechargeable light tile with three dimmable settings that allows children to create glowing rockets and imaginative night-time builds. Designed to fit anywhere a standard square tile sits, the light tile integrates seamlessly into creations while introducing a captivating new layer of interaction and sensory play.

Ravensburger 01869 363 830 | www.ravensburger.com The award-winning interactive marble track brand GraviTrax welcomes new additions in the second half of the year, bringing innovation and wow-factor to construction play. The brand’s Starter-Set G-Force will elevate the marble run with 100 components, including two Action Elements – the Turbo Lift and the Transfer, which launches marbles across daring gaps. The set contains everything new GraviTraxers needs to begin constructing thrilling tracks and is compatible with the breadth of the GraviTrax base range offering for fans who are looking to take their creations a step even further. For younger track builders, the GraviTrax Junior line invites children from age 3 into their own marble run world, with a variety of chunky components and themed pieces to enhance storytelling fun. The offering includes the GraviTrax Junior Starter-Set Dino, which, with its 50 components and prehistoric-themed figures such as the T-Rex, enables children to create their own tracks. Ravensburger will expand on its licensed offering for GraviTrax fans in the second half of the year with introductions to both base range for GraviTraxers age 8+, and Junior lines suitable from age 3. Delivering the spirit of Manhattan, the theming of the GraviTrax Action Set Spider-Man will enable fans to construct marble run layouts packed with the sights and characters fans of this Marvel evergreen will love. With over 100 components included and with character-etched marbles, players can play as Spider-Man, Ghost-Spider or Miles Morales as they explore the city marble run style. With components including SkyTrax elements and a new Jump block, the possibilities are endless. Further sets are available in this range to expand the GraviTrax Spider-Man play. The Paw Patrol pups are certainly on a roll too with the introduction of GraviTrax Junior Paw Patrol sets. Younger GraviTraxers can enjoy creating their own stories in Adventure Bay building their own marble run tracks full of the friends and sights of their favourite rescue dogs. Small, Large and XXL sets are available in the GraviTrax Junior Paw Patrol series with each compatible with other Junior lines. All new autumn/winter launches for GraviTrax will be available from September, and a full marketing programme will support the introductions.

Toy World 58

Construction Toys

Plus-Plus 0333 050 0144 | www.plus-plus.com info.uk@plus-plus.com With a number of new launches, and most notably the exciting venture into licensed product, there is a lot to discover in the Plus-Plus range as the autumn period nears. The much awaited Plus-Plus Space Superset will be launching in October. This bumper set from the Learn to Build range contains 1000 pieces across a variety of 16 colours, along with baseplates and wheels. It’s a great way to inspire experienced fans and new builders, as the set contains a guidebook filled with inspiration and top tips from Plus-Plus pro-builders. Kids can discover simple and complex 3D interlocking builds to replicate planets and other out-of-this-world objects such as aliens, rockets and spacemen to create their own cosmic environment. The Plus-Plus Big Picture Puzzle Set, specially designed for little ones, is a great way for younger children to build a character, object or animal in 2D. Using one of the eight double-sided cards as a guide, the finished build is the centre-piece of their art work. The set contains 10 different colours and offers 16 different builds activities to choose from, giving kids a great range of builds to discover before they develop their own. 2026 is proving to be an exciting year so far, as Plus-Plus launched three licensed ranges into the UK for the first time. The first is Moomin, available in regular Plus-Plus and Big. Both ranges feature favourite characters, the Moomin House and Valley Playsets, which feature in the books and TV series. Popular with kidults who are introducing their own children to Moomins, the trolls have an affinity with nature, and the sets reflect their characters and their environment bringing to life this eccentric family and their friends. Another popular nostalgic brand to launch is Peanuts. Plus-Plus has a small range of character builds including Snoopy and his alter ego’s Joe Cool and Flying Ace, as well as Woodstock. The last to launch later in the year and ahead of the film at Christmas is a range of Angry Birds characters and a playset. The kidult toy market continues to enjoy strong growth, and the Inspired range is ideal for kids and adults who love art, being creative and play. With two new tubes to collect – Van Gogh Starry Night and Van Gogh Almond Blossom – the range of nine continues to ignite creativity with an open-ended play pattern whilst discovering the versatility and colour palette of famous artists. Each tube contains 350 pieces and a brief history of the artist’s work, all contained in an attractive display box. Plus-Plus is a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power, is produced in zero waste facilities and all products and packaging are 100% recyclable.

Educa Borras www.educaborras.com | international@educaborras.com Educa Borras has been creating toys that inspire generations of children for over 100 years, and its Magnetics range represents everything the company believes great play should be: open-ended, safe, developmental and genuinely exciting. Educa Magnetics is a complete magnetic construction ecosystem built for the way young children actually learn. The range includes magnetic tiles in multiple shapes and sizes, curved slides that introduce dynamic 3D structures and cubes that extend building possibilities further than any flat surface allows. Together, they give children the freedom to construct anything they can imagine, from simple houses and towers to complex, multi-level creations that evolve as they grow. Magnetic tiles are one of the most developmentally rich toys in early childhood. Through hands-on building, children naturally strengthen fine motor skills, develop spatial and 3D thinking, exploring early STEM concepts like geometry, balance and magnetism, and practice collaboration and communication during shared play. Unlike single-purpose toys, magnetic tiles grow with the child, equally engaging for toddlers discovering shapes as for school-age children tackling architectural challenges. Not all magnetic tiles are equal. Educa Magnetics is engineered to the highest safety and quality standards, fully compliant with European regulatory requirements and rigorously tested for durability. The magnets are securely enclosed, the edges smooth and the materials built to withstand the enthusiasm of young builders year after year. Parents and educators can trust that what children are putting in their hands is as safe as it is stimulating. The range is also designed for real play environments: easy to clean, simple to store and intuitive enough for independent use from the very first piece. Whether it’s quiet solo exploration or a classroom collaboration, Educa Magnetics adapts effortlessly. For retailers, the range offers strong shelf presence, clear age segmentation and a complete product family that drives basket size, from starter sets to expansion packs that keep children coming back for more.

Toy World 60

NEW MOULD

As flown - Artemis II, April 2026

Box can displayed portrait or landscape

SLS Artemis

A50202

The rocket that just flew Artemis II in April, NASA’s first crewed lunar mission in over 50 years! Display stand included 79 Pieces in white plastic 1 Scheme option Height: 682mm Width: 120mm

Space Shuttle

A50200

Saturn V

A50201

Display stand included 99 Pieces in white plastic 7 Scheme options Height: 393mm Width: 165mm

Display stand included 79 Pieces in white plastic 1 Scheme option Height: 768mm Width: 132mm

Box can displayed portrait or landscape

1:144

Engineered to Inspire From the Saturn V that took Apollo to the Moon, to the SLS Artemis that just took humans back - the Airfix Space Range puts the most ambitious feats of engineering ever built into your customers’ hands, in detailed 1:72 and 1:144 scale. Including paints, poly cement and brushes, our space gift sets come with all you need to build your own piece of astronautic history.

One Small Step For Man...

A50106

Display stand included 92 Pieces in white plastic Includes Lunar Module, Moon Diorama Base and 17 Astronauts with equipment Diarama Module Width: 247mm Length: 348mm Lunar Module Height: 92mm Width: 100mm Length: 100mm

AVAILABLE FOR PRE-ORDER!

Sales contact information: Tel: 01843 233525 Email: Tradesales@airfix.com Visit Airfix.com to view our full range of products.

Construction Toys

The Hobby Company www.hobbyco.net | mark.inett@hobbyco.net The Construction category has never been more commercially relevant, and for retailers looking to develop this space seriously, Cada Bricks, distributed exclusively in the UK & Ireland by The Hobby Company, represents one of the most complete and versatile ranges available today. What sets Cada apart is straightforward: genuine breadth at unrivalled price points. This is a range that opens at £3.99 cars and reaches all the way to £300 Master builds. Few ranges can credibly serve an eight-year-old discovering brick building for the first time and a seasoned adult collector in the same breath. Cada does exactly that, and that versatility is a significant retail asset. The core range gives retailers a strong commercial foundation. Licensed car sets offer an accessible, gift-ready entry point with broad appeal, while RC versions add a layer of play value that justifies the step up in price and consistently overperforms on shelf. Automotive licences span Formula 1, Audi, Lotus, Mercedes-AMG, Renault, Porsche RUF and many more. Beyond cars, Cada’s best-selling ranges demonstrate the breadth of the line. Asian-inspired Floral sets tap into the same design-led, display-first appeal driving kidult interest across the wider market. Dinosaur builds bring in younger audiences and family gifting. Japanese-inspired architectural sets speak to collectors and adult builders looking for something more considered. Construction vehicle ranges cover the classic brick building heartland. Together they give retailers the tools to merchandise Cada across multiple areas of store rather than confining it to a single shelf. The second half of 2026 brings some of the most exciting additions to the range yet. A new mini Japaneseinspired buildings collection offers a compelling impulse and gifting price point; beautifully detailed, collectible by design and the kind of product that displays brilliantly out of packaging. A mini farming range follows, with strong seasonal gifting potential. And arriving later in the year, licence collaborations with the Argentina football team and Lionel Messi. Details to follow, but early indications suggest it will be one of the most talked-about additions to the range. At the top end, Cada Car Master builds at £250+ anchor the range as a serious collector destination. The AMG GT3 and Audi RS6 offer complex, rewarding builds that take real time and skill and result in something genuinely impressive. For retailers developing an adult hobby section, these are the centrepiece products that signal intent and draw serious customers in. The Hobby Company supports retailers with flexible ordering, no minimum quantities and fast fulfilment, alongside full imagery and merchandising guidance. For retailers wanting to explore construction beyond the expected, Cada is the conversation to start. Retailers looking to build a broader adult toy and hobby destination can also explore The Hobby Company’s wider construction portfolio; including Bandai Spirits Gunpla, Tamiya model kits, Pantasy and Puremind.

The Lego Group 01753 495 000 | www.lego.com The Lego Group believes that construction play is one of the most powerful tools a child has. It builds patience, problem-solving and pride, and the 2026 Lego City and Technic range reflects that across every age and ability, from hands-on city site adventures to premium engineering challenges that push young builders further than ever before. New for 2026, the Lego City Yellow Backhoe Loader is an entry point into the Lego City range for builders aged 7+. Across 301 pieces, children can explore a fully functioning backhoe loader packed with realistic detail – fold-down stabiliser legs, a front bucket that raises and tips, an agile backhoe arm mounted on a ball joint for smooth scooping and a removable canopy to place a minifigure in the driving seat. Opening the hood reveals an engine inside. Two worker minifigures, a portable site toilet, boulders, rubble, a hidden gem and a full set of accessories make this a rich, story-driven experience that goes well beyond the build. There’s even a secret to uncover – builders can crack open a boulder with the backhoe to discover a toy gem inside. At under £25, it’s an accessible, gift-ready set with exceptional play value. Stepping up in scale and complexity, the Lego City Dump Truck & Front-End brings the full force of a working construction site to life for builders aged 8+. Spanning 1132 pieces, this set delivers two highly detailed working vehicles – a wheel loader with moveable bucket and articulated steering, and a heavy-duty dump truck with rugged suspension and a tipping cargo bed. Both feature chunky rubber tyres and pretend large-scale electric motors that feel genuinely impressive in the hand. A fold-out portable site office with a meeting desk, fridge, bathroom and accessories, three worker minifigures and a pug dog add a layer of role play on top of the build itself. For the most ambitious builders, the Lego Technic Mercedes-Benz Unimog U 5023 with Crane represents the pinnacle of the Lego Technic range. Aimed at ages 11+, this 1189-piece model is a masterclass in authentic engineering. The headline feature is a fully functional pneumatic knuckle boom crane – builders use a pump to raise, lower and position the arm, deploy outriggers for stability, then lift and transport the included pallet. Beneath the bonnet sits a six-cylinder piston engine, four-wheel drive, suspended axles and opening doors. Backed by Mercedes-Benz, this set speaks to both the dedicated child builder and the adult enthusiast alike. Lego sets across the City and Technic ranges give children the tools to build, imagine and grow – one brick at a time. Together, they offer a diverse building experience that evolves with every child’s skill and ambition.

Toy World 64

Available October

TO BU N R

ILD

LEA

NEW

BUILD IN

2D/3D

IN THE DA OW

BPA-PVC FREE

100% WIND

WASHABLE

Plus-Plus Toys UK & Ireland Ltd. 00 44 (0)3330 500 144 info.uk@plus-plus.com

www.plus-plus.co.uk

@plusplus_official #plusplustoy

MADE IN DENMARK

Construction Toys

Jazwares 020 3598 5119 | www.jazwares.com Featuring an assortment of world famous brands, immersive playsets and highly articulated buildable action figures, BLDR from Jazwares offers a fun new way for kids and collectors to creatively imagine, build and play within the vast BLDR constructable system. Designed with kids ages 8+ and collectors in mind, BLDR offerings include playsets and minifigures inspired by some of the world’s hottest brands including Five Nights at Freddy’s, Monster Jam, Squishmallows and Care Bears. For 2026, Jazwares is bringing the most iconic monster trucks in the world to new forms of mechanical play with a full line of Monster Jam BLDR construction sets. Designed to capture the excitement, action and spectacle of the live events, each set challenges fans to build highly detailed versions of their favourite trucks before launching into imaginative stunt-filled play. With a strong emphasis on post-build action, builders are encouraged to recreate the jaw-dropping moments that have made Monster Jam a global phenomenon. The line includes collectible 3-inch Mini Trucks (35 pieces), 4-inch Smash & Launch sets (160 pieces) and larger Total Mayhem builds (500 pieces), giving fans multiple ways to recreate their favourite Monster Jam stunts and showcases. Jazwares is also bringing the smash-hit horror franchise Five Nights at Freddy’s to BLDR in 2026. The range features highly detailed mystery minifigures, complete with buildable display bases and accessories inspired by the original videogame, with six different characters to collect. Headlining the collection is the impressive Freddy Fazbear Buildable Figure, a premium construction set featuring more than 570 pieces and over 15 points of articulation, giving fans a highly detailed version of Freddy Fazbear to build, pose and display. Care Bears also joins the BLDR range with the Grumpy Bear Building Set. This 419-piece construction set allows fans to build the grumpy but lovable Carebear in impressive detail. Standing 7 inches tall when assembled, the figure features five points of articulation making it ideal for both play and display. The range also features Carebear Mystery Minifigures, a blind box collection with eight different 1.5-inch Care Bears minifigures, complete with buildable display base and themed accessories to collect. Squishmallows, Jazwares’ original range of supersoft, collectible plush characters, have also been reimagined in construction form. The Squishmallow BLDR line-up features buildable display scenes featuring 2-inch characters with the innovative SquishBrik for a squishable belly. With 125 pieces per style, the range delivers a unique blend of construction play and collectible appeal, bringing the charm of Squishmallows to an entirely new format.

Magna-Tiles www.magnatiles.com | international@magnatiles.com Promoting meaningful play is very important to the team at Magna-Tiles, and this is reflected in all its sets. The company strives to provide the best quality product that are safe and enjoyable while pushing the boundaries further with new innovations. All Magna-Tiles sets help children develop critical life skills like creativity, critical thinking, collaboration and communication. This July, Magna-Tiles is bringing two of the most desired themes for children around the world to build on imagination and creativity – the Ocean and Tree Top. These two new themes, with a total of eight SKUs, encourage children to connect with people and the world around them. Magna-Tiles will be introducing new materials, tile shapes and figures. New figures such as flippers, surfers, rescuers and outdoor explorers, together with ocean and wild animal figures and decorated tiles, stimulate imaginative and creative play experience. The Original Magna-Tiles Coral Reef 25-Piece Magnetic Construction Set allows children to dive into a colourful ocean world with friendly sea creatures and coral-inspired tiles. Children can build arches, rock formations and swim through tunnels with animals like dolphins, turtles and more. The Original Magna-Tiles Lighthouse Rescue 26-Piece Magnetic Construction Set invites children to take charge of a busy day by the sea and the shoreline that surrounds it. Riding a rescue raft alongside sea turtle, they can imagine their own seaside stories with a rescue mission as a lighthouse keeper. With the Original Magna-Tiles Dolphin Bay 13-Piece Magnetic Construction Set, children can explore life above and below the water. This compact set lets children make their own ocean adventure by building a mini-cove. The Original Magna-Tiles Undersea Adventure 58-Piece Magnetic Construction Set is the biggest among the five new ocean-themed sets. With new sensory tiles, soft coral and octopus tentacle pieces, every build feels like a brand-new deep-sea mission to explore. The set helps young explorers build on their curiosity about the ocean and it is fully compatible with any Magna-Tiles collection. Children can build their own campsite with the Original Magna-Tiles Camp Out 16-Piece Magnetic Construction Set. With nature-inspired colours and kid-friendly pieces, this compact set brings all the fun of camping. It can be combined with other outdoor sets to create trails, rivers and treetops that stretch across the playroom. The Original Magna-Tiles Treetop Adventure 42-Piece Magnetic Construction Set invites kids to imagine life above the forest floor as they build a multi-level canopy scene filled with characters, animals and discovery details. Little builders can climb into tree houses and explore forest hideouts. They can also build a towering treetop world with XL baseplates and interlocking platform tiles. The forest hideaway is elevated with slides, trapdoors, fences and little explorers. With the Original Magna-Tiles Rail Racers Max 80-Piece Magnetic Construction Set, little engineers can experiment with height, speed and direction while designing raceways and tracks that twist, drop and zoom. The set includes new curved rails, short track rails, quarter arcs and trap doors. Children as young as 2-years-old can stack vertically, build outward and design in every direction with the Original Magna-Tiles MicroMags Cubes 9-Piece Magnetic Construction Set. Each of these nine bright-coloured cubes contain eight powerful magnets, and they make it easier for little hands to line-up, connect and build successfully. With strong magnetic connection for frustration-free stacking, the set comes in a convenient travel bag and is designed to bring endless fun at home or on the go.

Toy World 66

Construction Toys

University Games 0207 254 0100 | www.university-games.co.uk

For construction play that inspires creativity, learning and display-worthy builds, University Games and Lagoon offer plenty of building fun for all ages. From exciting STEAM-focused construction kits to the best-selling licensed 3D Football Stadium Puzzles and beautiful floral displays, the extensive construction play offering combines creativity, problem-solving and hands-on engagement in ways that has never been more fun, entertaining and educational. The innovative National Geographic How Things Work range from Lagoon is a standout in the construction category. The nine-strong range of beautifully designed 3D puzzles makes an impressive collection of construct and play STEAM science toys, helping children understand real-world mechanics through interactive fun. The line-up includes a Blast Off Rocket, Racing Car, Parachute Launcher, Aeroplane Launcher, and Hydraulic Lift, alongside clever builds like a Vacuum Cleaner, Monocular, Periscope, and Kaleidoscope. Each kit combines hands-on construction with engaging educational content and an illustrated instruction booklet, to help children learn the fundamental principles of motion, flight, and force, while developing essential problem-solving and engineering skills. For football fans, University Games’ Licensed 3D Football Stadium range offers a rewarding construction experience with impressive display appeal. Featuring the home grounds of Manchester City, Newcastle United, Tottenham Hotspur, West Ham United, Liverpool, Chelsea and Arsenal, alongside the iconic Wembley Stadium, these detailed models allow supporters to recreate some of the most famous venues in the game. The precision-cut pieces, with skill and concentration, slot together without the need for scissors, tools or glue, to create strikingly detailed models. Combining construction challenge with strong collectability, the stadium range continues to be a winning proposition for football enthusiasts of all ages. Nature-inspired construction is another area proving increasingly popular with consumers. University Games’ successful 3D Floral Puzzle collection allows builders to create stunning bouquets of Carnations, Roses and Sunflowers that can be enjoyed long after assembly is complete. Requiring no scissors or glue, the puzzles offer a relaxing and mindful building experience while producing elegant permanent displays. As a creative alternative to traditional flowers, the range has established itself as a thoughtful gifting option for birthdays, Valentine’s Day and other special occasions. With new additions scheduled to launch this autumn, the collection is set to continue flourishing. The award-winning Techno Gears and Techno Tiles ranges from The Learning Journey further strengthen the construction offering by introducing younger children to engineering, mechanics and design. Techno Gears sets, including Dizzy Droid, Dino Bot and Crazy Train, combine over 50 construction pieces with motorised action to demonstrate mechanical movement in an exciting, hands-on way. Meanwhile, Techno Tiles encourages children to transform colourful geometric pieces into imaginative structures, developing spatial awareness, creativity and fine motor skills through open-ended construction play. Together, the ranges provide engaging learning experiences that inspire confidence while making STEM concepts accessible and fun.

Addo Play www.addoplay.com In AW26, Meccano is entering a pivotal new chapter within the Construction category, underpinned by a global brand refresh, product portfolio expansion and a renewed focus on authentic engineering play. Backed by over a century of heritage, the brand’s latest strategy positions Meccano as a real-world engineering construction system blending nostalgia with modern innovation. At the heart of the brand is a clear mission: a better way to build. This is brought to life through Meccano’s core USPs: real metal components, functional tools and a hands-on building experience designed to develop mechanical understanding across generations. The result is an engineering journey that supports creativity, problem solving and STEM learning. The AW26 range introduces a clearly defined four-tier segmentation strategy designed to drive lifetime engagement: Meccano Makers (3+), “Tiny hands, big ideas” – beginner-friendly plastic sets featuring large, easy-to-use tools which provide an introduction to building through guided play; Meccano Builders (5+), “Build, Play, Imagine” – intermediate construction sets that encourage independent exploration, creativity and imaginative play; Meccano Masters (10+), “Design, Build, Master” – a more advanced, authentic building experience and a gateway to engineering and real-world mechanics; Meccano Pro (16+), “Engineering without limits” – advanced, premium kits for enthusiasts and hobbyists, designed for complex builds with strong build-and-display appeal. Across these categories, the expanded portfolio delivers strong shelf presence and clear consumer choice. Entry-level sets, such as the 2-in-1 Race Car and 3-in-1 Pull Back Buggy, sit alongside mid-tier multi-model builds including the 10-in-1 Racing Vehicles and Maker’s Toolbox. At the top end, premium licensed products, including the Aston Martin Aramco Formula 1 Race Car, Ducati Monster and 11-in-1 Super Construction Set, bring added authenticity and trend appeal. Licensing is a key pillar of the growth strategy, reinforcing Meccano’s positioning in real-world engineering while helping the brand connect with new audiences. This is complemented by newly developed, simplified instruction manuals, designed in-house to enhance accessibility and improve the overall build experience. The full brand refresh launches at retail this September, with new packaging, an updated visual identity and a modernised logo system that reflects Meccano’s evolution while staying true to its engineering roots. Meccano has a strong presence through strategic partnerships with leading retailers and distributors, including The Entertainer, Tesco (UK and Central Europe), Bandai France and Geneva Supply in the United States. Supporting the launch is a 360-degree marketing strategy. Activity includes a Q4 consumer campaign designed to drive cultural relevance and demand, TV advertising anchored by hero SKUs, always-on digital and social activity, influencer partnerships, upgraded e-commerce content and impactful in-store execution from shelf-ready packaging to full bay merchandising. With strong drivers including STEM relevance, multi-generational appeal and increasing demand for screen-free, skills-based play, Meccano is well positioned to capitalise on key category trends. As the construction aisle becomes increasingly competitive, Meccano’s combination of heritage, innovation and strategic licensing ensures it stands apart as a differentiated offering.

Toy World 68

Construction Toys

Brick Bagz www.brickbagz.com info@brickbagz.com Designed with both practicality and creativity in mind, Brick Bagz offers an innovative storage solution specifically for brickbased toys, helping families keep bricks organised, portable and ready for play at any time. Developed to solve a common frustration for parents and children alike, Brick Bagz provides a simple yet highly effective way to store and transport building bricks. The cleverly designed bags feature a wide opening for easy access, allowing children to quickly find the pieces they need without the hassle of digging through boxes or containers. Once playtime is over, everything can be gathered and secured in seconds, keeping homes tidy with minimal effort. Built with durability at its core, Brick Bagz products are made from strong, hard-wearing materials that are designed to withstand everyday use. The structured design helps maintain the bag’s shape, while the secure fastening ensures contents stay safely contained whether at home or on the move. Lightweight and portable, Brick Bagz is ideal for taking to friends’ houses, on holidays or simply moving between rooms. Available in a range of colours and styles, Brick Bagz combines functionality with a modern, child-friendly aesthetic that appeals to both kids and parents. It also makes a thoughtful and practical gift, offering a solution that enhances play without adding clutter. As families increasingly look for smarter storage solutions that complement busy lifestyles, Brick Bagz continues to stand out within the toy brick category. By making organisation effortless and keeping favourite bricks easily accessible, it helps create a more enjoyable and stress-free play experience for everyone.

Vivid Goliath 01483 449 944 | www.vividtoysandgames.co.uk The world of Jelly Blox continues to grow with an innovative, award-winning, patent-pending sensory storytelling construction system that combines safe, soft, hands-on play with skill-building creativity and imagination. For autumn/winter, the brand expands into squishy playsets designed to inspire storytelling while connecting as one versatile play system. Jelly Blox Jungle unleashes a world of wild creativity, with a 25-piece set that invites little explorers to build vibrant jungle scenes complete with playful characters, palm trees and sensory-filled blocks. Meanwhile, the Jelly Blox Squish Train delivers a colourful tactile adventure, allowing children to build a train packed with squishy characters and sensory cargo blocks filled with surprise textures to twist, stretch and squish. Rounding out the range of new launches is the Jelly Blox Bouncy Castle, where children can build an enchanted castle featuring bright towers, sensory blocks and two characters ready for magical adventures.

Trends UK 01295 768 078 | www.trendsuk.co.uk | info@trendsuk.co.uk The Trends UK Machine Works range has multi-generational appeal – ideal for adults and older kids wishing to construct a true engineering project. Car enthusiasts can construct replica working engines with these comprehensive but manageable kits. Be it a V8 Engine, 4-Cyclinder Engine or V-Twin Motorcycle Engine, each kit comes with a manual with step-by-step instructions on how to build the fully functional model of each engine. An evergreen in the collection is the Machine Works V8 Engine, which builds a fully functional motorised model of a V8 internal combustion engine. This simplified version of real V8 car engine comes with 250+ pieces and features a realistic V8 sound and illuminating spark plugs. Aspiring engineers will also enjoy the challenge of the 4-Cyclinder Engine kit. The transparent casing reveals the synchronised motion of pistons, valves and the crankshaft, enhanced by illuminated spark plugs and authentic sound effects. With over 100 components and step-by-step instructions, the kit delivers a rewarding handson build and makes an excellent gift for car enthusiasts.

Toy World 70

EU ER

R DE

BY BRU DE

MAN

ALPHA TOYS LTD (OFFLINE) Trinity Court, Church Street, Rickmansworth, Hertfordshire, WD3 1RT Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk

ROBBIE TOYS LTD (ONLINE) Unit 1, The Lane, Manston Business Park, Manston, Ramsgate, CT12 5EZ, Tel: +44 1843 604448 support@robbietoys.co.uk www.robbietoys.co.uk

bruder.spielwaren bruder.spielwaren

BruderSpielwaren

www.bruder.de

Feature

Tech Toys & Gadgets

Plugged into play

Fizz Creations

ech Toys have a long history and longevity, with key players like Tamagotchi still seeing major demand 30 years after its inception. The category has become one of the most influential arenas of the toy industry, driving innovation as it sits at the intersection of play, education and technology. Tech Toys are often the first introduction to growing technological themes for young children, from AI to robotics and more. All the while, the category is supporting learning through play and extending consumer engagement beyond tablets, TVs and phones, blending both avenues seamlessly. Parents are increasingly looking for toys that combine innovation with creativity, education and meaningful engagement. To solve this, many Tech Toys are designed around STEM principles, helping children develop their problem-solving and critical thinking skills. “Problem-solving and critical thinking remain incredibly important, but coding, engineering and digital literacy are still major areas of focus as technology becomes more embedded in everyday life,” states Dr. Jim Wyatt, Head of Global Product Acquisition and Brand Innovation at Wow! Stuff. “The strongest products tend to integrate learning naturally into entertaining play experiences rather than making education feel forced. STEM learning has

From AI-powered companions and to STEM powered lines and retro gaming, the Tech Toys category is consistently growing and evolving to cater to the emerging technology and shifting consumer preferences that are driving growth across the market. Toy World’s Caroline Tonks speaks with a selection of leading suppliers within the category to hear their thoughts on what consumers are actively seeking out and how they’re balancing the evolution of AI within the industry.

been a major driver in the category for years, particularly when combined with storytelling and licensed brands that kids already connect with emotionally. Modern Tech Toys are broadening the definition of ’learning outcomes’ beyond traditional education to include creativity, experimentation, communication and problem-solving.” Distributed in the UK by Little Concepts, KidyWolf creates products that stimulate imagination while encouraging developmental play. Blending modern technology with hands-on experiences, the brand offers an alternative to passive screen time. Launching this summer, the KidyDraw-Pad is a screen-free drawing activity that uses a light tablet and magnetic tracing booklet featuring 30 illustrations, helping children learn to draw step-by-step while developing concentration, creativity and fine motor skills. From Trends UK, the Learn with Peppa range brings the power of Peppa and technology to early years development. This year’s all-new Peppa’s Play & Learn Laptop is designed for toddlers with a light-up screen for learning on the go. Featuring official Peppa Pig audio, this interactive toy encourages early learning through five engaging activities focused on letters, numbers, objects, musical instruments and colours. Kids can also explore six fun songs and a variety of interactive responses that support early

Toy World 72

vocabulary and listening skills. Designed exclusively for Toniebox 2, Tonieplay transforms the Toniebox into an interactive, screen-free gaming experience. With a Tonieplay Disc and Tonieplay Controller, children can steer the action themselves – making choices, solving clues, tackling quizzes and jumping into challenges. With Tonieplay, kids get all the excitement of gameplay but in a safe environment with no ads. Whether they’re playing solo or teaming up with friends and family, kids stay at the centre of the experience. For Fizz Creations’ Head of Marketing, Zoe Ryan, one of the most significant trends she’s seen is the continued growth of Kidult consumers and nostalgia-driven purchasing. The company is at the forefront of the fastgrowing retro arcade gaming space, with officially licensed titles including Tetris, Pac-Man and Galaga. With these launches, the gaming boom of the 1980s, 1990s and early 2000s is now being introduced to a whole new generation. “We’re seeing a shift away from the idea that every product must be connected, app-enabled or constantly updated,” she explains. “In an increasingly digital world, it’s great to have tech that is easy to pick up and enjoy instantly. Whether it’s a colour handheld game, a strap on watch or a digital pet, simplicity is becoming a powerful selling point.

Feature

Tech Toys & Gadgets

“The biggest opportunity here lies in creating products that bridge generations. Our tech toys are uniquely positioned to bring parents and children together through shared experiences. As families become more conscious of how technology fits into everyday life, there is growing demand for what we describe as ’screen-lite’ entertainment – tech products that offer digital engagement and interactivity without relying on unrestricted access to smartphones, tablets or social media platforms.” In the Tech Toys portfolio, robotic animals and plush continue to shine across a range of suppliers. Leading the charge is Wow! Stuff’s Puppetronics line, bringing consumers high-tech animatronic puppets that have a plethora of sounds and actions. Wow! Stuff has expanded the range with its autumn/winter 2026 line-up across both RealFX and Palm Puppetronics. Showcasing Wow! Stuff’s signature blend of inventive storytelling, leadingedge electronics and hand-controlled puppetry, the range continues to evolve with a strong licensed portfolio, including fan-favourite characters such as Yoda from Star Wars, Gizmo & Stripe from Gremlins and Hedwig from Harry Potter. Combining trend-led animal characters with accessible tech-enabled play, Pets Alive from Zuru has a 2026 line-up that brings interactive features, reveal moments and storytelling at accessible price points. Mommy Elephant & Baby Surprise combines interactive nurture play with surprise reveals and lifelike movement, featuring realistic walking action, elephant sounds and soft-touch fuzzy finishes. There’s also Mommy Capybara & Baby Surprise, which evolves Zuru’s surprise-unboxing formula with trend-led nurture play and lifelike interactive movement. As Mommy Cappy waddles along, her baby capybaras follow behind to create a family parade packed with personality and play value. Snuggles the Smiling Sloth is the new interactive sloth from Just Play’s FurReal range. If children smile at this interactive sloth, she’ll smile right back at them. They can wrap her arms around them, kiss her to see her react, feed her juice and play with her by hanging her upside down. The FurReal Gabby the Grow & Roar Tiger also taps into this nurture space. Children can bottle feed Gabby and see her grow 25% bigger, teach her how to play tug and help her learn to roar. She has over 100 sounds and reactions and as

she gets older, her sound will go from a gentle tiger roar to an adult growl.

leaders will be the companies whose colleagues embrace it and master the use of it.”

AI is one of the biggest conversations throughout the global market at the moment, and it would be remiss to not discuss how this technology is now firmly solidifying its place within the Tech Toys category, with a number of suppliers utilising it to further develop their product offering. From PMS International, Babaru is an AIpowered talking plush that brings conversational AI technology and character-led entertainment into the toy aisle and beyond. It is a conversational AI companion with personality, memory and a distinct point of view. Babaru listens, responds and remembers previous conversations, becoming sharper over time while delivering quick-witted humour and spontaneous, character-led interaction.

These innovations do not come without their challenges however, especially within the realm of protection against AI. The safety and data protection challenges are considerable. When suppliers are building a product that processes a child’s voice and responds intelligently, they are operating under intense scrutiny.

“AI is no longer a feature; it is becoming an architecture. We are moving from toys that respond to toys that adapt, that remember and that converse,” states Aymeric Le Cottier, CEO of Lexibook. “The opportunity is transformational, but it needs to be approached with the discipline that comes from long experience in child-facing technology. Our Power A.I. platform is our answer – designed from the ground up to bring AI interaction into the hands of children in a way that is safe, educationally grounded and genuinely engaging. We did not arrive at AI as a trend to exploit. We arrived at it as the next evolution of something we have been building toward for 20 years.” Lexibook has introduced two products to its 2026 portfolio that are powered by artificial intelligence: Elo Yeno, an interactive smart plush, and Elo Powerman Advance A.I., a next-generation programmable robot. Designed specifically for children and families, both products combine rich embedded content and cuttingedge AI with safe, engaging and screen-free play experiences that deliver real added value for both kids and parents. “AI has the potential to create more personalised, conversational and adaptive play experiences than ever before,” added Jim. “It can enhance storytelling, interactivity and educational engagement in ways that were previously very difficult to achieve. AI tools are also accelerating development workflows and lowering barriers to prototyping and content creation, significantly. The

“GDPR, COPPA and an emerging wave of AI-specific child safety legislation across US states, the UK and European markets all create a complex compliance environment,” explains Aymeric. “Our data architecture is jurisdiction-aware: EU data stays in EU infrastructure, with dedicated protocols for North America. “The challenge I think about most is trust. Parents have spent years developing a well-founded scepticism about technology companies and children’s data. Earning their confidence requires more than a privacy policy; it requires a track record. Lexibook’s history in parental controls, content filtering and age-appropriate design gives us a foundation that newer entrants to the category simply do not have. That heritage matters enormously when you are asking a parent to put an AI-powered device in front of their child.” Zoe echoes this, highlighting as well that the biggest challenge is trust. She says: “The toy industry must balance innovation with responsibility. As regulations evolve around transparency, privacy and the use of AI with children, manufacturers will need to ensure consumers clearly understand when and how AI is being used within products. Recent legislation emerging in markets highlights the growing expectation for transparency and consumer protection in this area. “I think the takeaway with AI is it should enhance play, rather than become the play experience itself. Sometimes the most successful products are still those that deliver straightforward entertainment without requiring connectivity, data collection or complex technology behind the scenes.” To see what’s hitting the toy aisles throughout the rest of 2026 in the Tech Toys category, continue flipping through the following pages to get on overlook from a variety of key suppliers.

Canal Toys 01904 379 123 | sales@canaltoys.uk | www.canaltoys.co.uk Canal Toys heads into the second half of 2026 with three standout launches that speak to what the tech toy category is demanding right now: products that feel genuinely exciting, do something real and give kids a sense of ownership over their experience. The headline launch is the Photo Creator Instant Colour Camera which is the most technically advanced product in the Photo Creator range. Built around a 2.4 inch HD touchscreen with a built-in flash and auto-focus, it captures photos with digital filters and frames applied in-device before printing up to 100 full-colour photos instantly via an integrated ink cartridge system. There is no paper roll swapping or app required. A USB-C charging cable is included, with the ink cartridge and 100-sheet paper supply in-box so the camera is ready to use from the first open. Targeted at girls aged 8-14, the camera fills a clear gap between basic instant cameras and adultgrade instant print photography. There’s also the Music Creator Mini Speaker, a cool compact Bluetooth speaker with a built-in doodle plate, letting kids personalise and make it their own. Targeted at ages 10-14, it taps into the collectible and audio trend that’s growing strongly in the tween segment. Four different colours as well as the combination of personalisation and portability gives it genuine standout on shelf. It’s well-suited to impulse and pocket-money purchase occasions all year-round. At the accessible end of the range, the Creator Video Walkie-Talkies deliver a 2-in-1 video and audio communication device that requires no internet connection and no app setup. With a 2-inch HD screen, video range of up to 300 metres, 2km voice range, 20 video filter effects and five voice-changing modes, these give kids aged 5–10 a social tech experience that parents trust. The no-internet functionality is a differentiator from app-based communication products, and the dual-mode design (switch between video and audio-only) extends usability across indoor and outdoor play, making it strong value for impulse and pocket-money gifting. For enquiries and marketing support, contact the Canal Toys UK team directly.

Toy World 74

Tech Toys & Gadgets

Bandai Toy & Hobby UK 020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk As Tamagotchi celebrates its 30th anniversary, Bandai Toy & Hobby UK continues to build on the success of one of the world’s most recognisable toy brands. From its launch as the original digital pet in the 1990s to its status as a global pop culture phenomenon, Tamagotchi continues to captivate fans across generations. Appealing to nostalgic millennials while also attracting older children, teens and collectors discovering the brand for the first time, Tamagotchi remains a best-seller within the Bandai portfolio, successfully combining heritage with innovation. At the heart of the range is the Original Tamagotchi, which retains the iconic nurture-play experience and Gen 1 – 3 gameplay that cemented its place in toy history. New shell designs continue to drive collectability, while the latest Tamagotchi Paradise models demonstrate how the brand has evolved for a new generation of fans. Featuring colour screens, enhanced connectivity and innovative zoom functionality, Tamagotchi Paradise offers a deeper and more immersive play experience. Players can explore new Tamagotchi worlds, unlock additional environments, interact with friends’ devices and even create hybrid species, delivering a blend of digital interaction and collectability. Two new styles, Orange Tropics and White Glacier, introduce new environments and 17 additional characters to expand the Tamagotchi Paradise world. Players can zoom into new Tamagotchi planets for traditional nurturing play, while new mini games, a shop and unlockable fields provide even more opportunities for discovery and engagement. Beyond the handheld devices, Bandai continues to extend Tamagotchi into new categories, maximising the IP’s appeal across multiple categories, from collectibles and construction toys to fashion accessories and pocket-money lines, allowing fans to engage with Tamagotchi in new ways. New products will continue to be announced throughout the year in celebration of the 30th anniversary. The new blind bag Mini Collectibles tap into the ongoing demand for pocket-money collectibles. New waves and series releases drop throughout the year, based on themes around the play pattern and devices themselves, such as Poop, Playtime and Paradise, with the latest series featuring special 30th Anniversary stylised Tamagotchi characters. Each blind bag includes a figure, display stand, sticker, case, and case charm, enhancing both collectability and display appeal for fans. Expanding the collectible offering further is the new Shokugan Box range. Presented in a uniform blind box format, each pack contains a highly detailed miniature Tamagotchithemed keychain. Wave one celebrates Tamagotchi’s rich heritage with miniature versions of iconic devices, including the 1996 Original Tamagotchi, 2004 Keitai and 2023 Tamagotchi Uni, complete with replica Japanese packaging. Wave two shifts the focus to fan-favourite Tamagotchi Paradise characters, transforming them into collectible figural charms inspired by the brand’s latest character styling. With nine designs to discover in each wave, the range draws on Tamagotchi’s heritage while offering fans new ways to engage with the brand. The Tamagotchi Otomodachi Doll range brings favourite Tamagotchi characters to life as 2.5 inch flocked figures, featuring soft pastel colourways, rounded designs and signature shiny eyes. Available in eight collectible styles and presented in charming house-shaped packaging, they are ideal for display and gifting. For those who love to build and display, the Tamagotchi mininano blind bags from nanoblock features six mini characters to build and collect. Additionally, two nostalgic nanoblock recreations of the original Tamagotchi, available in Blue or White, come complete with custom screen stickers and a miniature Tamagotchi-themed figure, making it a fun display piece for both Tamagotchi fans and nanoblock collectors. With new licensed products set to launch later this year, including mascot soft toys, lanyards, and bath bombs, Tamagotchi remains one of the industry’s most enduring brands, delivering strong appeal across digital play and an expanding lifestyle range.

Wow! Stuff 07817 273 766 | www.wowstuff.com | sales@wowstuff.com Toy innovation company Wow! Stuff is building on the game changing success of its category-defining Puppetronics, with an expanded autumn/winter 2026 line-up across both RealFX and Palm Puppetronics. Showcasing Wow! Stuff’s signature blend of inventive storytelling, leading-edge electronics and hand-controlled puppetry, the range continues to evolve with a strong licensed portfolio, including fan favourite characters such as Yoda from Star Wars, Gizmo & Stripe from Gremlins and Hedwig from Harry Potter. Leading the RealFX range, Yoda Puppetronic invites fans to enter the Star Wars universe and awaken the power of the Force. Standing at 44cm tall, Yoda commands attention with premium traditional Jedi robes and his iconic cane. Combining traditional puppetry with advanced interactive technology, every movement is designed to deliver an incredibly lifelike experience. With more than 120 sounds and actions, alongside interactive touch sensors, Yoda blinks, moves his ears, eyebrows and arm, and emotes with remarkable authenticity, from subtle murmurs to powerful expressions of the Force. Yoda Puppetronic by RealFX looks real, feels real and sounds real. Officially licensed by Lucasfilm, Yoda comes presented in a premium display case, making him the ultimate collectible for Star Wars fans looking to showcase the legendary Jedi Master. The new Palm Puppetronics range brings this same innovation to a compact, hand-held format, combining storytelling and interactive play in the palm of your hand. Featuring characters such as Gremlins’ Gizmo & Stripe, these palm-sized figures are packed with interactive features including blinking eyes, moving mouths, touch sensors and over 40 sounds and actions. Designed for intuitive play, characters respond naturally to movement, creating synchronised interactions and conversations when paired together, while their compact size and accessible price point broaden the appeal of the Puppetronics category for collectors and younger fans alike. Completing the autumn/winter 2026 line-up, Wow! Stuff will also introduce Hedwig Palm Puppetronic, launching in time to coincide with the highly anticipated new Harry Potter TV series. Bringing the beloved snowy owl to life with authentic sounds, expressive movement and hand-controlled interaction, Hedwig adds another iconic character to the expanding Puppetronics universe.

Toy World 76

NEW AW26

Get Get Ready Ready to to Rock! Rock! Foldable fretboard for easy storage

Connect Wirelessly & Play Along to Your Favourite Songs

Headphone jack for silent play

TV & MEDIA ADVERTISED www.vtech.co.uk

For more details contact 01235 555545 or trade.sales@vtecheu.com

5+ YEARS

Tech Toys & Gadgets

Particula anthony@particular-tech.com Some games are hard, where learning and mastering can be difficult. Many chess boards and Rubik’s cubes have been relegated to full time dust collectors. But the feeling of accomplishment with progress, growing and getting better provides a priceless payoff. Particula noticed this paradox of fun but hard and has created a product portfolio to rectify it. Particula has built an impressive catalogue of consumer technology by transforming the ones people already love, including chess, the Rubik’s Cube, tabletop dice games and the balance board. On the surface, GoChess looks like a premium chess board: beautifully constructed and tournament-sized (with smaller size also available), but with technological power. LED rings illuminate valid moves in real time, offering guidance without judgement. A 32-level AI engine adapts to wherever players are in their chess journey. With seamless integrations from Chess.com and Lichess, the board connects to a global community. The most recent addition to the GoChess platform is GoChess Wizard. An official collaboration with Warner Bros. Discovery, it is GoChess in full cinematic form. There are 32 filmauthentic warrior pieces, a marble-finish board with gold accents and every smart feature the platform offers, now wrapped in the iconography of Harry Potter’s iconic Wizard’s Chess scene. GoBalance has the same core philosophy of intelligent technology layered beneath a familiar physical experience. The app-enabled balance board uses Bluetooth tracking to turn training into genuinely competitive, game-driven fun. It works for the casual user and serious athlete looking for something more engaging than a standard workout. More importantly, it works for families, where the leaderboard on the app has a way of turning a Tuesday evening into something memorable. GoCube is a Rubik’s cube that connects, coaches and creates a community. Real-time move tracking, personalised solving tutorials and global speed-solving challenges transform what is often a solo frustration exercise into a surprisingly addictive pursuit. GoDice brings Bluetooth intelligence to dice, turning ordinary tabletop nights into app-enhanced experiences with digital scoring and mini-games. The Particula catalogue is consistent with its ambition. Each product is purpose built around a genuine insight that people given the right tools will continue to want to try to get better. This is what smart technology is supposed to do: make the experience something richer, more rewarding and more likely to be repeated. For all retail and distribution enquires, contact Anthony Greenfield, Head of Global Sales - Toys & Games, at the email above.

Zuru www.zurutoys.com | sales@zuru.com Tapping into viral trends, disruptive innovation and tech-driven play, Zuru’s robotic toy portfolio delivers high-impact characters, immersive interactions and irresistible collectability across key price points. Combining trend-led animal characters with accessible tech-enabled play, Pets Alive continues to dominate the Special Feature Plush category with products built to surprise, entertain and drive repeat purchase. Built around Zuru’s signature mix of innovation, value and on shelf theatre, the 2026 line-up brings interactive features, reveal moments and storytelling at accessible price points. Leading the charge, Mommy Elephant & Baby Surprise combines interactive nurture play with surprise reveals and lifelike movement. Featuring realistic walking action, adorable elephant sounds and soft-touch fuzzy finishes, children can discover two, three or four surprise baby elephants hidden inside, which connect to Mommy Elephant to create a charming marching herd full of imagination and repeat play. Mommy Capybara & Baby Surprise evolves Zuru’s winning surprise-unboxing formula with trend-led nurture play and lifelike interactive movement. As Mommy Cappy waddles along, her baby capybaras follow behind to create an adorable family parade packed with personality and play value. Each set includes up to four surprise babies, a bathtub accessory and magnetic duck attachment, blending reveal moments, storytelling and roleplay into one highly engaging play experience. With realistic movement, hidden surprises and social media appeal, Mommy Capybara & Baby Surprise is set to become a popular toy for animal lovers and collectors alike. Rounding out the range, Swimming Penguins deliver a fun sub-£10 entry point, strengthening Pets Alive’s multi-tiered price architecture and tapping into demand for affordable impulse buys and gifts. Robo Alive continues to redefine robotic play with trend-driven innovation, hightheatre features and accessible price points. Spanning water-activated creatures, crawlers, dinosaurs, and interactive unboxing formats, the range appeals to a broad cross-generational demographic from preschoolers to kidult collectors. New for 2026, Robo Alive Dino Flyers combine robotic technology with gravity-defying hand-guided flight, glowing LED eyes and interactive hovering action, delivering high-energy prehistoric play with instant wow-factor. Hatching from the Dino Egg, the built-in sensors allow the Dino Flyer to detect the user’s hand and respond in real time, creating endless opportunities for imaginative play and airborne manoeuvres. Once the adventure is over, Dino Flyers can be placed back inside their eggs for safe storage. Building on the brand’s proven reveal-play success, Brain Rot Brian taps directly into the viral Italian Brainrot phenomenon dominating TikTok feeds with surreal AI-inspired content and chaotic aesthetics. Singing, chatting and repeating bizarre Brainrot phrases using voice recognition technology, Brian combines Speak & Repeat interaction, animatronic blinking eyes, bubbling Brain Fluid and colour-changing LED lights to create a weirdly irresistible interactive experience. Suspended inside a glowing fluid-filled tank, Brian brings quirky prank play, sensory stimulation and TikTok-inspired entertainment into one standout tech toy experience.

Toy World 78

NEW

licensed games available.

2 p

layer game

years

Media Advertised LeapFrog.com

For more details contact 01235 555545 or trade.sales@vtecheu.com ©2026 &TM Spin Master Ltd. All rights reserved. © [2026] Viacom International Inc. All Rights Reserved. Nickelodeon, Dora and all related titles, logos and characters are trademarks of Viacom International Inc.

Tech Toys & Gadgets

Peers Hardy www.peershardy.com | jbarrett@peershardy.co.uk Flashies is a new collectible range that combines some of the world’s most popular licensed characters with a practical everyday function. Designed as character-shaped keychain flashlights, Flashies offer a unique concept that brings together collectability, functionality and strong shelf appeal. The collection launches with 15 licensed characters from globally recognised brands, encouraging consumers to collect their favourites and complete the series. Each Flashie features a simple activation mechanism: press the character’s head to switch on the LED light and release it to return to its original position. Compact, lightweight and easy to carry, Flashies can be attached to backpacks, pencil cases, keys or bags, making them the ideal companion for everyday use. Combining the appeal of licensed characters with a useful flashlight function, Flashies offer added value beyond traditional collectibles. Their distinctive design, practical format and accessible price point make them an attractive proposition for a wide range of consumers. The range has been developed using a versatile design system that can be adapted across multiple licences, creating opportunities for continuous expansion with new characters and brands. Presented in eye-catching shaped blister packaging that showcases the entire product, Flashies deliver excellent visibility at retail and stand out on shelf. Supported by both countertop and floor display solutions, the collection is designed to encourage impulse purchases and drive repeat sales as consumers look to expand their collections. Fun, functional and highly collectible, Flashies bring together the power of licensing and the appeal of character collectibles in an innovative format that offers strong retail potential and broad consumer appeal.

Little Concepts 0117 230 2112 | www.littleconcepts.com | hello@littleconcepts.co.uk As technology continues to shape the way children learn and play, parents are increasingly looking for toys that combine innovation with creativity, education and meaningful engagement. This growing demand presents a major opportunity for retailers – and KidyWolf is perfectly positioned to meet it. Distributed in the UK by Little Concepts, KidyWolf creates thoughtfully designed products that stimulate imagination while encouraging developmental play. Blending modern technology with hands-on experiences, the brand offers a refreshing alternative to passive screen time and delivers strong appeal across gifting, educational and family entertainment categories. Launching this summer, the brand-new KidyDraw-Pad is set to become a standout addition to the range. This innovative screen-free drawing activity uses a light tablet and magnetic tracing booklet featuring 30 illustrations, helping children learn to draw step-by-step while developing concentration, creativity and fine motor skills. Compact, portable and easy to use, it offers excellent impulse and gifting potential for retailers. Exploration and adventure are central themes throughout the KidyWolf collection. KidyVision, the infrared night vision camera, allows children to discover their surroundings even in complete darkness, with visibility of up to 70 metres. Combining technology with outdoor play and discovery, it taps into growing consumer demand for products that encourage children to engage with the world around them. For families looking for interactive entertainment, KidyKaraoke delivers instant fun with powerful sound, colourful lighting effects and two wireless microphones included as standard. Ideal for parties, sleepovers and family gatherings, it offers strong year-round sales potential. Educational play also remains a key pillar of the range. KidyElec introduces children to the fascinating world of electrical circuits through hands-on experimentation, allowing them to build, connect and test their own creations while developing STEM-based learning skills and problem-solving abilities. Meanwhile, KidyPrint continues to be a standout performer, combining photography and creativity in one child-friendly device. Using thermal printing technology, children can instantly print their favourite moments without the need for ink or cartridges, making it both practical and endlessly entertaining. With eye-catching packaging, innovative product design and a clear focus on creativity, learning and play value, KidyWolf offers UK retailers a compelling tech toy collection that stands out on shelf and resonates strongly with today’s families.

Just Play UK www.justplayproducts.com | uksales@justplayproducts.com FurReal saw huge success with its launches in 2025 and with the ground-breaking innovation coming to the range later this year, the momentum will significantly ramp-up. New to the FurReal flock is Snuggles the Smiling Sloth. If children smile at this interactive sloth, she’ll smile right back at them. They can wrap her arms around them and carry Snuggles wherever they go, kiss her to see her react, feed her the juice pouch when she’s hungry and play with her by hanging her upside down. This interactive toy has over 50 sounds and reactions. Not to be missed is FurReal Gabby the Grow & Roar Tiger. Children will take care of this baby tiger, nurturing her, playing with her and watching her grow into a toddler tiger. Children can bottle feed Gabby and see her grow 25% bigger, teach her how to play tug and help her learn to roar. She has over 100 sounds and reactions and as she gets older, her sound will go from a gentle tiger roar to an adult growl.

Toy World 80

Tech Toys & Gadgets

Tonies www.tonies.com

Tonies believes that kids deserve better ways to play, learn and explore, without screens. When creating the Toniebox, it helped spark a whole new category of screen-free audio entertainment for kids. Millions of families around the world now use Tonies as part of their everyday routines, from morning dance parties to bedtime stories. As kids grow, the way they play changes too. They become problem-solvers, quiz masters and adventurers. That’s where Tonieplay comes in. Designed exclusively for Toniebox 2, Tonieplay transforms the Toniebox into an interactive, screen-free gaming experience. It’s a brand-new way for kids aged 3-9+ to play independently, using intuitive controls to turn, tilt or squeeze to navigate their way through their favourite games. With a Tonieplay Disc and Tonieplay Controller, children can steer the action themselves - making choices, solving clues, tackling quizzes and jumping into challenges. The Toniebox 2 light ring responds with colourful cues along the way, helping guide them through the experience. Parents today are increasingly looking for alternatives to screen time and experiences that challenge and engage their children. With Tonieplay, kids get all the excitement of gameplay - the decision-making, hand-eye coordination, teamwork and problem-solving but in a safe environment with no ads. Whether they’re playing solo or teaming up with friends and family, kids stay at the centre of the experience. The growing Tonieplay library brings together beloved characters children already know and love, including Paw Patrol, Gabby’s Dollhouse, Winnie the Pooh, Disney classics and Peppa Pig. For retailers, Tonieplay also opens up an exciting opportunity within the growing screen-free category. It expands the Tonies ecosystem into new play patterns for slightly older children, while giving existing families another reason to stay engaged with the brand as their kids grow.

Lexibook 07501 770 855 | www.lexibook.com | davidpannett@lexibook.com For its latest innovations in Tech Toys, Lexibook is proud to introduce two standout products powered by artificial intelligence: Elo Yeno, an interactive smart plush, and Elo Powerman Advance A.I., a next-generation programmable robot. Designed specifically for children and families, both products combine rich embedded content and cutting-edge AI with safe, engaging, and screen-free play experiences that deliver real added value for both kids and parents. Elo Yeno redefines the traditional plush toy by integrating conversational artificial intelligence into a soft, reassuring companion. It listens, talks, understands, and adapts to each child’s personality, creating a truly personalised experience. Thanks to expressive LCD eyes displaying 15 different emotions and touch sensors that react to hugs and strokes, Elo Yeno brings emotional interaction to life. The built-in AI enhances play by offering a wide range of enriching content, including thousands of stories, jokes, quizzes and music, supporting both entertainment and learning. Even offline, the product continues to deliver over 30 minutes of embedded, screen-free content, ensuring consistent play value without reliance on connectivity. From a retailer perspective, Elo Yeno stands out with its strong parent-focused positioning: built-in safety filters automatically avoid inappropriate topics, while parental controls via the companion app allow access to conversation history and content supervision. This combination of emotional engagement, educational value, and safety reassurance is a key driver for purchase. Complementing the plush category, Elo Powerman Advance A.I. is an advanced interactive robot that combines artificial intelligence, movement, and programmability to deliver a highly dynamic play experience. It listens, learns, and responds to children, supporting curiosity while introducing core STEM concepts in a fun and accessible way. The robot offers multiple play modes that demonstrate real technological value: children can interact through voice conversations, gesture controls, or remote programming, while features such as dancing, storytelling, and quiz games create a versatile entertainment platform. The ability to programme movements and choreographies adds a creative coding dimension, reinforcing its educational positioning. Elo Powerman Advance A.I. also integrates personalisation through its AI, learning a child’s preferences to adapt interactions over time. Combined with parental controls, safety filters, and customisable restrictions via the app, it delivers strong reassurance for families alongside innovation. Additional features such as expressive LCD eyes, gesture recognition, and fun elements like safe foam disc launching further enhance play value and differentiation at retail. Both products are part of Lexibook’s growing Elo A.I. ecosystem, supported by a dedicated app and designed to meet the standards in child safety, data protection, and connected toy compliance. With strong shelf appeal, multiple language versions available, and a clear positioning at the intersection of AI, education and entertainment, this range offers excellent opportunities for UK buyers looking to capitalise on the fast-growing Tech Toys category.

Toy World 82

Tech Toys & Gadgets

Golden Bear Toys 01952 608 308 | www.goldenbeartoys.com | customerservices@goldenbeartoys.co.uk Golden Bear Toys is expanding its award-winning interactive sports tech brand Strikesphere with three new launches for autumn/winter 2026 – Speed Ball, Soccer Bot 2.0 and B-Ball Bounce. Combining smart technology with active play and skill development, the range taps into the growing demand for screen-free tech toys that deliver repeat play value and offers great sales potential for retailers. Building on the success of the original Strikesphere Soccer Bot, the new Soccer Bot 2.0 is the next generation indoor football opponent designed to help players sharpen close ball control and footwork skills. Enhanced tech features include a new multiplayer mode and an illuminated ball for play on darker evenings. Upgraded motion tracking creates an even more realistic gameplay experience, and three speed settings increase the replay value, while a high-gloss LED display and integrated disc storage deliver a premium play experience for young football fans. Designed to combine interaction with active play, Soccer Bot 2.0 supports the development of real football skills that translate directly onto the pitch. Strikesphere Speed Ball combines football training with instant digital feedback through an integrated speed sensor and LED display – enabling players to instantly see their score. Players can track kick speed in real time up to 999, transforming every shot into a challenge to beat their personal best while building confidence and accuracy. By combining tech-enabled gameplay with active outdoor play, Speed Ball keeps kids engaged, motivated and practising for longer, and is ideal for playing independently. Compact, accessible and highly giftable, it offers strong sales potential for retailers. Expanding Strikesphere beyond football, B-Ball Bounce taps into the growing popularity of basketball among UK kids and teens, creating a new growth opportunity for retailers within the interactive sports tech category. The interactive indoor basketball trainer uses light-guided drills, immersive sound effects and multiple gameplay modes to help develop ball-handling, coordination and reaction skills. It features slimline illuminated targets, flexible layouts, lightweight design, making it quick and easy to set-up, and is ideal for solo and multiplayer gameplay. The new launches join the Strikesphere line-up, including Soccer Launcher, which uses smart technology to launch footballs and develop volley technique, ball control and striking skills. There’s also Soccer Dash, featuring RFID sensor technology that detects ball contact across four interactive targets to create an immersive training experience, alongside adaptive AI gameplay and responsive sensor technology to combine active play with skill progression, helping to drive repeat engagement and long-term play value. The autumn/winter 2026 launches will be supported by an integrated PR and marketing campaign across digital, influencer and media activity, alongside retailer support materials designed to maximise visibility in store and online. To help drive consumer engagement and conversion in store, retailers will also be offered demo stock for in-store demonstrations, supported by high-quality content and strategic marketing activity designed to build excitement, awareness and demand around the Strikesphere brand. For retailers, strikesphere offers a huge opportunity - the World Cup firmly positions football front of mind for shoppers (kids and parents), and recognising the growing popularity of basketball, the NBA (National Basketball Association) is adding more UK based games to cater for the sport’s rapidly growing fanbase in the UK.

Eolo Toys (34) 985 090 130 | www.eolo.com | sales@eolohk.com Kawakis is Eolo’s new interactive wearable that transforms collectible charms into gameplay. This digital companion unlocks new adventures, reactions and interactions. At first glance, Kawakis is a colourful bracelet featuring an adorable digital companion. What makes the concept truly unique is the role played by these collectible charms. Every charm contains NFC technology that allows children to instantly interact with their Kawaki through a simple tap. The charm appears inside the character’s digital world, triggering animations, activities and reactions that directly influence gameplay. In Kawakis, charms are not just collectibles; they are the game. Children care for their Kawaki by responding to four key needs: feeding, styling, playing and relaxing. Each charm unlocks new interactions that help keep the character happy and engaged. As children grow their collection, they unlock new content, build their digital library and expand their pet’s world. This seamless connection between physical collectibles and digital interaction is what sets Kawakis apart from traditional digital pets. Rather than placing technology at the centre of the experience, Kawakis uses technology to enhance activities children already love: collecting, customising, trading and sharing with friends. The NFC functionality remains almost invisible, creating magical moments without adding complexity. The collectible system is designed to encourage long-term engagement. Core charms unlock everyday interactions, while Special, Rare and Ultra-Rare charms reveal exclusive animations, unique effects and premium experiences. Every new charm becomes both a desirable collectible and a meaningful gameplay addition. At the same time, Kawakis functions as a highly customisable wearable accessory. Children can personalise their bracelet with charms and decorative beads, creating unique combinations that reflect their individual style and personality. The result is a product that sits comfortably at the intersection of toy, collectible and fashion accessory. Social interaction is another key pillar of the brand. Using NFC connectivity, children can tap and interact with friends’ Kawakis, allowing charm experiences to travel between devices while ownership remains with the original collector. This creates opportunities for face-to-face play, trading conversations and shared discovery, transforming collecting into a social activity rather than an individual one. For retailers, Kawakis offers a compelling expandable ecosystem built around repeat engagement. The range includes starter bracelets, collectible blind bags, charm multipacks and ongoing character expansion opportunities, creating multiple entry points for consumers while encouraging repeat purchases through collecting and gameplay progression. As the toy industry continues to explore new ways to blend physical and digital play, Kawakis represents a new approach: technology that supports real-world interaction rather than replacing it.

Toy World 84

Tech Toys & Gadgets

Fizz Creations 01903 327 006 | sales@fizzcreations.com In a world that encourages people to always be online, it’s nice to have opportunities to disconnect. A trend that’s quickly gaining momentum in 2026 is living a more analogue lifestyle; prioritising offline and screen-free experiences over digital ones. Fizz Creations has created a portfolio that allows users to get offline while still enjoying digital games. Looking back at gaming in the 80s, 90s and early 2000s, people were able to immerse themselves completely in the game, with no Wi-Fi, no in-game purchases and no online chat pinging to get attention. Players of these decades were never tempted to flick from their game to another app because they couldn’t – it was distraction-free tech. Fizz Creations is continuing to develop a range of offline gaming products. These products – including the Plug and Play, Colour Handheld, Keyring Arcades and Gaming Watch – work entirely independently and are enjoyed completely offline. They just need batteries. Collaborating with a range of iconic brands, such as Asteroids, Galaga, Pac-Man, Tetris and more, Fizz is bringing arcade era gaming to new and returning audiences. It’s not just the retro gaming brands either, with several other beloved entertainment licences also in the pipeline. A popular product is Fizz Creations’ Grinch gaming line – a range of offline, retro-inspired, digital gaming devices for the whole family. The Grinch Plug and Play easily connects to any TV via a HDMI connection and can be enjoyed anywhere thanks to the wireless controllers. Players will take control of The Grinch as he rides in his sleigh around Whoville, stealing presents and causing havoc. It’s a similar story for Fizz’s other Grinch gaming products, the Grinch Keyring Arcade and the Grinch Colour Handheld. The beauty of these two devices is that they’re completely portable. The Colour Handheld fits in the palm of the hand, and the Keyring Arcade clips onto a bag or keys, making them an ideal offline activity when out on road trips or enjoying time outside. As consumers become more reliant on connectivity, Fizz Creations is bringing back offline, retro fun.

VTech 01235 555 545 | www.vtech.co.uk | trade.sales@vtecheu.com Following an incredibly successful first year for LeapMove, LeapFrog is continuing to evolve the product. Combining learning, movement and gaming for preschoolers in one console, LeapFrog evolves LeapMove with new games - available to download directly from the LeapFrog website. Children will find their groove with Rhythm Superstar, where LeapMove turns any living room into a musical stage. Kids can use their hands to hit beats, show off their moves and become the star of the show. They can wave, jump and shake their body in the two-player head-to-head dance battle. Featuring two challenge levels and nine rhythm-tastic songs, Rhythm Superstar supports the development of gross motor skills and music and rhythm. LeapMove meets Paw Patrol with the Adventure Bay Heroes game. Go on action-packed rescue missions that blend motion-based play with phonics, spelling and maths. Every rescue builds foundational skills while keeping children active, engaged and ready to help save the day. Paw Patrol is on a roll – featuring three learning levels, from preschool to primary school, Paw Patrol: Adventure Bay Heroes teaches keen learners logic and reasoning, number recognition and phonics for the ultimate learning adventure with their favourite Paw Patrol characters.

Simba Smoby Toys UK 01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com 2026 is a big year for Star Wars. Not only is there The Mandalorian & Grogu new movie, but the hit franchise grows in the Simba portfolio, bringing a host of new lines, including two new tech toy items. The Star Wars RC AT-RT and Star Wars RC AT-AT join the Jada Toys collection this spring. The Star Wars RC AT-AT (All Terrain Armoured Transport): taking inspiration from the fourlegged, heavily armoured combat walkers from the big screen, which were used for troop deployment and psychological warfare, this new RC line will make the ideal accompaniment to any fan’s Star Wars collection. With four-legged articulation that enables a dynamic walking action, RC AT-AT will move forward, left and right. It also moves its head, features LED laser canons and has sound effects. Another innovative, high-quality item is the Star Wars RC AT-RT (All Terrain Reconnaissance Transport) a remotecontrolled Star Wars toy based on the one-man bipedal walker with an open-cockpit that was used for reconnaissance and patrolling. Faithful to the on-screen vehicle, Jada’s RC item is piloted by its very own the Mandalorian and Grogu figure that comes attached to it. It has a two-legged dynamic walking motion, with different running and walking speeds that fans will love. Adding to the fun are the sound effects, including the laser cannon sounds, as well as the LED search light, and more. This new item is sure to impress both in action and on display.

Toy World 86

CALL ALERTS & MESSAGES

REMINDERS & ALERTS

MUSIC CONTROL

STEP COUNTER

ACTIVITY MONITOR

MULTIPLE DIALS

HEART RATE

SLEEP ANALYSIS

CAMERA CONTROL

HYDRATION REMINDERS

RRP £39.99 MEET OUR AWESOME NEW RANGE OF SMARTWATCHES! ENJOY A GREAT RANGE OF FEATURES WITH YOUR FAVOURITE CHARACTERS! For stockist enquiries and further information please contact James Barrett jbarrett@peershardy.co.uk

Company Profile

Asmodee

At the head of the table Asmodee has experienced a lot of change over the last year since revealing its new identity as a visible, consumer-focused brand, inspired by its players. During UK Games Expo, Toy World’s Caroline Tonks sat down with Asmodee’s CEO, Thomas Kœgler, to discuss this latest chapter of the business, what he’s learned since stepping into the role and much more. engages them. Our new tagline, Inspired by Players, resonates with everybody. It’s not just the people that play games; it’s also the people that work in the company. Asmodee is a business that wants its entire ecosystem to thrive. We’re all very excited and very proud of what the teams have done. I’m proud that each individual team has made this brand their own, and I think it’s the best tribute to the work that’s been done – seeing that it has been adopted in such a wide fashion.

What’s next? Is there anything in the pipeline that you can share?

This has been Asmodee’s first year as a consumer-facing brand. What has changed for the business?

While a lot has changed, at the same time, I think a lot has not changed too. We continue to be people that love the games that we bring to the market, whether they are from our own studios or from partner studios, but I think Asmodee is now much more readable and understandable for our consumers. This is just the beginning, and you can see these changes when you’re at shows like UK Games Expo. We unveiled this new chapter at the show a year ago and then rolled it out in all of our consumer shows. I think the response from consumers has been extremely positive. The brand is interesting and it speaks to people and

You’ve just completed your first 18 months as CEO. Stepping into this position, what were your strategic priorities and how have the market dynamics changed?

When I took office, my strategic priorities were in direct line with what we had been doing for the past 10 years. I was most looking forward to continuing to capitalise and invest in the people that we have in the business. With my management style, and with the new brand that we unveiled, we saw a lot more pride from our teams, and as a business, we are celebrating the successes of the teams more.

There used to be an initiative called International Tabletop Day, which we’re now turning into Board Game Fest. Up until now, it was an internal celebration where everybody stops working and plays games together. Games truly bring people together and this is an integral part of our DNA. In the future, we would like Asmodee, through Board Game Fest, to open this up to consumers, to retailers and all our partners, because we think that our industry and our passion deserves a moment where people can celebrate it across the globe.

We’ve grown organically in a great way. TCGs and board games are very strong right now, and we’ve been able to continue to expand Asmodee through acquisitions. We’ve welcomed a certain number of IPs, including Zombicide, which just closed its first crowdfunding campaign under Asmodee with more than $5m. We’ve also looked to Japan to source new games through our Nekuma Studio that we set up, and then we finalised the welcoming of Exploding Kittens and ATM Gaming to Asmodee.

Looking at future perspectives, the tabletop industry, in the sense of board games and trading card games, is starting to get out of its own footprint. We’ve started to see TV game shows and movies around board game universes, and there will be more of those.

Looking back at the past 18 months, we were successful in everything we had set as priorities, which is continuing to grow. We’ve reignited our external growth engine with acquisitions, and on the more financial side, we’re tracking towards what we wanted to do in terms of financial objectives that we set to ourselves and communicated. We’re very proud of what we’ve achieved in the past 18 months.

We’ve had our party game The Werewolves of Miller’s Hollow turned into a TV game show in France and Germany. We’ve also signed deals for Catan and Ticket to Ride with Netflix. For the general entertainment industry, there is a real appetite for board game universes. This is a powerful industry, and we should be proud of it. There’s plenty of room for growth.

Toy World 88

What would you say you’ve learned in this role? While I was already aware beforehand, I learned that the importance of building relationships with the teams

Make Mondays magic again. Are you bogged down in sales meetings, manufacturing negotiations or IP agreements when you'd rather be designing great products? Bring onboard so you can start looking forward to Mondays again!

Company Profile

Asmodee

changes that could have unbalanced the business, but our teams are so fantastic that we went through those with a lot of effort but remained unscathed.

There’s been a renewed momentum in the tabletop gaming space and especially a surge in new TCGs. What do you believe is driving this demand and do you think it is sustainable?

My personal belief is that it is sustainable across all categories. First, it’s the fact that games and TCGs are becoming popular in more and more homes. We can look at both in different ways. Since 2020, the TCG space has seen Pokémon re-engaging with lapsed consumers. Before that, it was a kids’ franchise, and thanks to Pokémon Go! planting that first seed, and then the Covid period, there is now a sense of nostalgia that’s become very important. It’s led people to re-engage, expanding the trading card audience and inspiring new TCGs. Looking on the board game side, it’s been around 15 years since this momentum started, though it has accelerated in recent years, especially during the pandemic. People have realised that games are a fantastic excuse to bring them together. We are human beings and we are social animals; we need those interactions and sometimes they’re hard to start. We’ve conducted polls where around 35% of people found it easier to engage with others around a game than just by starting to chat.

on all levels of the company is extremely prevalent. This is something that really lifts everybody working with us. You also have to be humble in this job. You can be collectively ambitious, but you need to adapt constantly. If we look at the past 18 months, we’ve faced tariffs and we’ve faced a war in Iran. There’s been so many big

Have you seen families, hobbyists and collectors behaving differently postpandemic compared to their buying and purchasing patterns before 2020 in this space?

During the pandemic, because people were stuck at home, there was a realisation by many households that games were actually a great way of connecting and spending time together. When games enter the home, they don’t go away and people tend to expand their

experience instead. I think that’s the biggest difference – there’s much more of a mass appeal. For intergenerational families, the games of today are much more powerful than the oldies. Since 2020, social games for the 16 to 30 age range are being used as a great way of being an icebreaker or the climax of an evening with friends, where you want to have a good laugh. These small, fast-paced games are quite intense in the joy that they bring, and they are also a good way of getting to know your friends better. This is a very big difference compared to when I was a young adult; we didn’t use games to animate or ignite a social moment.

How would you say consumer behaviours and purchasing patterns affect the overall games category?

Consumer behaviours bring a lot of opportunities. The retail landscape has also slightly evolved. Digital platforms have taken more space, but I think hobby and independent stores are at their strongest currently because they are realising that they have a distinctive role to play. This role is to animate the local community, and I think that’s something that’s very important. If you want to thrive in the future, you need to find your own space where you bring something that nobody else does and cultivate this difference. With this, the entire ecosystem strengthens.

Is there anything else you’d like to share with our readers?

Physical games, board games and tabletop games are not conflicting with video games. Rather we see them as complementary. As people become more reliant on the digital world, the more they will need social face-to-face interactions, which holds space for our games to continue to thrive. At the same time, it’s also our role to provide opportunities for people that might not have friends around or readily available to also be able to play. That’s where platforms like Board Game Fest are a great way of bringing the opportunity to play whenever, wherever.

Toy World 90

TRANSFORM FANDOM INTO BUSINESS GROWTH Meet the right partners, secure international deals and be in touch with European consumers.

6-8 OCTOBER, 2026 Excel London BRANDLICENSING.EU

Feature

Beauty, Jewellery & Fashion

Beauty and play collide Each year, social media continues to become increasingly influential to young children, shaping who they are becoming as a person and impacting their growing interests. Social media aesthetics, influencer culture and viral unboxing experiences are major contributors to this popularity, and as such, children’s fascination with beauty, skincare and fashion is growing exponentially. Both suppliers and retailers are now noticing younger and younger children seeking out trending cosmetics and luxury items, and in turn, growing out of toys sooner. To counterbalance this, toy suppliers and manufacturers are creating products that appeal to the Beauty, Health & Fashion category, ensuring that children stay within the toy industry for longer. There is endless potential for creating products that let kids feel like they’re part of the beauty world, while still playing with toys. Many companies have introduced innovative ranges that feature colourful, playful packaging influenced by popular adult brands, combining creativity, self-expression and collectability. As a result, children are engaging in activities such as toy cosmetics, skincare-inspired playsets, styling heads, wearable accessories and fashion design kits. There has been a debate around promoting beauty routines for younger children, especially as skincare and cosmetic trends typically spread rapidly across social media platforms. The toy industry has developed a nice median for this, creating age-appropriate products that are designed with kids in mind and safe for young skin, but also are a fraction of the cost of the more luxury adult brands. The Beauty, Health & Fashion category blends entertainment, fashion and lifestyle, helping toy companies remain culturally relevant while strengthening these connections with consumers. As the wider toy industry continues to grow, the Beauty, Health & Fashion arena is expected to remain one of the most influential categories shaping future consumer behaviour and play patterns.

Melissa and Doug 0800 731 0578 | www.melissaanddoug.com service@melissaanddoug.com Tapping into the growing popularity of beauty and self-care role play among younger children, the Melissa & Doug Sort, Stock, Select Beauty Kiosk Play Set combines imaginative play with early learning in an engaging wooden vending machine format. Designed to mirror the beauty routines and ’get ready with me’ style trends kids increasingly see through family, social and retail environments, the 24-piece set encourages children to sort pretend beauty products by colour, stock the kiosk shelves and select items using play coins and interactive push buttons, causing products to drop into the collection drawer for satisfying cause-and-effect play. The set includes wooden lipsticks, wooden nail polish bottles and eye shadows with applicators, alongside a bungeed play compact complete with mirror and makeup pad, a “lotion” tube with flip cap, pretend “eyesoothing” cucumber rounds in double-sided pouches, three play coins, a bank card, double-sided customisable sign and reusable activity card. Extending play value beyond beauty role play alone, the reusable activity card can also be used as a stocking checklist and for ordering beauty essentials for pretend daily care routines and play makeovers. The kiosk can additionally be stocked with toys and small food packages from around the home, supporting open-ended play opportunities. With no batteries or assembly required, the sturdy wooden kiosk delivers hands-on play while helping to develop colour matching, sorting, counting, letter recognition and other early learning skills. The interactive vending element also supports cause-and-effect learning, while encouraging imaginative storytelling and independent role play.

Toy World 92

Beauty, Jewellery & Fashion

Zimpli Kids 0845 459 1818 | www.zimplikids.com | sales@zimplikids.com Zimpli Kids’ new self-care range brings a bold, trend-led energy to the bath category, designed for gifting, impulse and everyday self-care. Built for strong shelf appeal and instant recognition, the collection turns bath time into a simple, feel-good moment that shoppers are naturally drawn to. Leading the range are Lemon & Matcha Boba Bath Bombs and Marshmallow Bath Bombs, two standout hero products created to drive attention, gifting appeal and repeat purchase. Lemon & Matcha Boba come in a boba tea inspired cup and contain 12 mini bath bombs in lemon and matcha tones. Lemon is widely associated with freshness and uplift, helping to create a clean, energising bath experience, while matcha tones add a calming, spa-like feel. Together, they create a visually striking bath that feels both refreshing and relaxing. Each mini bomb fizzes on contact with water, releasing bursts of colour and turning the bath into a playful, easy self-care moment that is ideal for gifting or impulse purchase. Marshmallow Bath Bombs offer a softer, character-led alternative. Each pack includes three sweet marshmallow bath bombs in vanilla, strawberry and marshmallow tones, each with cute facial expressions that give them real personality on shelf. They dissolve into colourful water, creating a comforting, feel-good bath experience that is simple, fun and highly giftable. Across the range, all products are skin safe, drain safe and stain free, ensuring reassurance while keeping the focus on enjoyment and ease. Compact formats, strong visuals and accessible price points make the collection ideal for gifting ranges, seasonal retail and everyday add-on sales. As gifting and self-care continue to merge with trend-led product design, Zimpli Kids’s new range gives retailers a strong opportunity to tap into high-impact, visually engaging bath products. Bold, playful and instantly appealing, Lemon & Matcha Boba and Marshmallow Bath Bombs bring a fresh standout moment to the category and a strong new addition to shelf.

Jumbo Group 01614 289 111 | www.galttoys.com | salesuk@jumboplay.com

One For Fun 01416 132 525 | www.oneforfun.com | sales@oneforfun.com One For Fun’s K-Pop Make Your Own Concert Bracelets collection lets users create their own personalised accessories inspired by favourite idols and fan culture. As with all of One For Fun’s Make Your Own range, these are premium quality beads in vibrant colours and finishes. Unique charms celebrate everything K-Pop. They’re on trend and perfect for fans with a bumper set filled with endless possibilities at the best possible price. A specially designed CDU helps to display the product to its best advantage. One For Fun’s generic Concert Bracelets have also proved to be big crowd pleasers. These flexible create your own jewellery kits are the ultimate in new era friendship bracelets. Specially chosen vibrant beads, charms and letters combine to allow users to curate and personalise their personality. These sets make great gifts for friends and family too. They are available in two sizes of kits – Bumper and Small. The Bumper set includes 12 premium charms and a vast selection of specially selected beads all supplied in a handy reusable storage case, available in packs of 12 with shelf ready CDU packaging. The Small pack is an assortment of four, each with two premium charms and plenty of beads. One For Fun offers a specially created FSDU. In the same friendship bracelet theme, there’s the Pick & Pop Bracelets. Each Pick & Pop sensory silicon pad is filled with beads and charms that will make each DIY bracelet one-of-a-kind. Users can choose from Pretty Flower, Love hearts, Honey Bee and Happy Smiley. With a handy storage tray to keep everything organised and a crystal string to tie creations together, this kit offers endless fun and creativity. Plus, the satisfying pop sensation makes it a sensory experience.

Toy World 94

FunLockets, part of Jumbo Group, combines mystery and surprise with a new beauty-inspired range. Created with kids in mind, this fun and imaginative range encourages creativity, discovery and personalisation. Packed with hidden surprises and customisable features, it offers playful appeal that keeps children engaged and excited to collect more. Traditionally, FunLockets has tapped into the popular stationery and jewellery categories, however with an ever-growing demand for the audience to play in the beauty space, FunLockets has now expanded the range. Launching this summer, the Secret Nails Suitcase Studio is the mini glam studio on wheels. This compact trolley unlocks 20+ surprises and is full of nail art, colours and glam secrets. Kids can find the keys and reveal the nail surprises packed inside this travel suitcase for on-the-go fun and selfexpression. The Secret Nails Suitcase Studio completes the 2026 beauty range and sits alongside the Secret Beauty Box, Secret Jewellery Box, Secret Shimmerizer Hairbrush and Secret Lipgloss ring which launched earlier this year. To support launch, Jumbo will implement a comprehensive marketing campaign across digital and social channels, designed to drive awareness and consumer demand. User Generated Content (UGC) and Paid Ads will showcase the surprise and delight factor of FunLockets and reinforce parental approval. The launch will also be supported with a strong PR outreach, ensuring the brand is visible at key times in the year. For more information, please contact a local Jumbo representative.

Beauty, Jewellery & Fashion

Curious Universe 01225 614 310 | www.curiousuniverse.co.uk | sales@curiousuniverse.co.uk The Decoden Magic sub-brand, Fashionista, is packed with fashion-forward charms, puffy glues and accessories, offering mix-and-match possibilities. With something to suit every style, children can create truly unique designs. The pocket money priced mini Fashionista kits are available in three themes: Magical Hairclips, Love Heart Trinket Box and Mermaid Mirror. For bigger creative projects, kids can make a Unicorn Headband or Kawaii Bag Charms to share with friends. A wide selection of puffy glues, charms, gems and beads allows every creation to be personalised with a playful, over-the-top aesthetic. Following a standout year with more than 1m units sold, Nano Tape Magic continues to be a major growth driver for Curious Universe. Ongoing investment in the brand has led to the launch of new sub-ranges, including the Wearables collection. Featuring bracelets and necklaces to design and customise, children can create one-of-a-kind accessories with the mini Charm Necklace kit, which makes three designs, or the classic Charm Bracelet kit, which includes materials for five unique creations. Fashion accessories get even more creative with the launch of Curious Universe’s new Charm It Up Collection. Designed around the viral charm craze, the range offers three accessible price points – Mini, Classic and Deluxe – with everything children need to create personalised accessories that showcase their unique style.

Just Play UK

Vivid Goliath

www.justplayproducts.com | uksales@justplayproducts.com

01483 449 944 | www.vividtoysandgames.co.uk

Kids can create a host of accessories to Disney-fy any outfit thanks to the collection of make-your-own sets from Just Plays’ Tara Toy collection. Kids will dress just like a princess with the Disney Princess Necklace Activity Set which includes all the components required to make new styles over and over again. There are five character pendants, 155 beads and silicon necklace cords, all presented in a handy plastic case and available at a pocket-money price, ideal for friend’s birthdays parties and more. For fans of Moana 2, there are two separate Tara Toy sets to consider. The Wooden Bangles Activity Set is perfect for Hawaiian dress-up days. With four wooden bangles, paints stickers and fabric flowers, these bangles are as much fun to make as they are to wear. Alternatively, a Necklace Activity Set is also available, but this time with favourite Moana 2 characters as pendants. Further Tara Toy jewellery kits are available as Frozen 2 and Nightmare Before Christmas. For more information, get in touch via the details above.

Following sell-out success in both the UK and US, Loopdedoo continues to attract older kids with its patented spinning loom, enabling them to create stylish, shareable friendship bracelets in minutes. With options including colour blocks, twists, swirls and varying thicknesses, girls can customise unique bracelet designs using a wide choice of colours and looping styles. FabLab Lip Jelly Station offers a fun DIY beauty experience for children aged 8+. They can create, store and showcase their own on-trend bouncy lip jellies. The all-in-one kit includes everything needed to make lip jelly creations, alongside a practical storage caddy with built-in mirror for organising cosmetics and accessories. All FabLab cosmetics are vegan and cruelty-free.

Simba Smoby UK 01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com Playing with makeup and beauty starts young with Smoby’s role play collection which includes the Smoby My Beauty Centre with its a fresh pastel colourway that is inspired by cosmetics. Sure to provide hours of role play fun for budding makeup artists, children can play the role of cosmetics professional, hairdresser or salesperson with this fun play area. Innovatively, the My Beauty Centre combines three fun activities in one, offering children hours of imaginative playtime, as they make use of the dressing table’s tilting mirror, shampoo area with basin or turn it into a budding business with its merchant counter with a cash register. What’s more, the Beauty Centre playset is made from 66% recycled plastic.

Toy World 96

NEW K C O L N U O T S Y E K E FIND TH E H T H T I W S E I R E T S THE MY E G N A R Y T U A E B FUNLOCKETS Secret Nails o i d u t S e s a c t i u S studio The mini glam ON WHEELS!

SECRET BEAUTY BOX

SECRET LIP-GLOSS RING

Includes mini makeup & nail surprises

3 styles to collect

SECRET JEWELLERY BOX

SECRET SHIMMERIZER HAIRBRUSH

Create customisable jewellery

Includes +100 shimmers to decorate your hair

Let’s unlock the power of play For more information, please contact your local sales representative or call 0161 428 9111.

Beauty, Jewellery & Fashion

Basic Fun! 0118 925 3270 | www.basicfun.com | bfuk@basicfun.com Fashion Angels kits let kids craft their own accessories, remix trends and show off their personal aesthetic. From friendship bracelets to custom charms, the line taps into the rise of DIY fashion and the collectability kids can’t get enough of. In DIY jewellery, Basic Fun! has multiple sets from Bandana Braids and Chucky Charms to The Tell Your Story 1500+ Alphabet Bead Jewellery Design Kit. All are packed with beads, charms and endless ways to personalise bracelets, necklaces, bang charms and more. DIY beauty gets the Fashion Angels treatment too. The Tinsel Hair Styling Kit brings instant sparkle with salon‑style shimmer strands with top quality clip-on extensions, while the Colour Me Pretty Makeup, Hair and Body Art Kit let kids experiment with colour, creativity and confidence. New for autumn/winter 2026, the #GRWM Festival Kit brings the season’s biggest beauty trend straight to the play aisle. Packed with festival‑ready colours, shimmering accents and creative styling tools, it’s designed for kids who want to get the full ’get ready with me’ experience. For budding fashion designers, fashion design remains at the heart of the brand with a diverse portfolio collection spanning 10 distinct fashion worlds, from high‑glam to street‑cool. Each portfolio gives aspiring designers the tools to sketch, style and build their own signature aesthetic. New and unique is the Streetwear Fashion Design Sketch Portfolio channels the energy of contemporary fashion culture, giving creators the tools to sketch, stencil and style their own runway‑ready looks.

Peers Hardy www.peershardy.com | jbarrett@peershardy.co.uk Children’s fashion has long been about more than clothing. It serves as a canvas for imagination, self-expression and the endless possibilities of play. The vibrant tutu skirts featured in the range illustrate how modern children’s apparel continues to blend creativity, fantasy and identity into garments that do much more than simply dress a child. At first glance, the skirts are playful and eye-catching. Bright colours, layered fabric, sparkling embellishments and themed hair accessories immediately appeal to young wearers. Yet beneath the glitter and decorative details lies something more significant: the opportunity for children to immerse themselves in imaginative worlds inspired by heroes, adventures and beloved stories. For generations, children have looked to fictional characters as symbols of courage, kindness, strength and determination. Clothing inspired by these themes allows young people to embody qualities they admire. Whether twirling around the living room, attending a birthday party or participating in school activities, children often use dress-up apparel as a gateway to creative storytelling and role play. The popularity of themed fashion also reflects a broader shift in the children’s clothing industry. Today’s parents increasingly seek garments that combine comfort, quality and entertainment value. Products that encourage imaginative play offer a welcome alternative to passive forms of entertainment, inviting children to create their own narratives rather than simply consume them. A tutu skirt may seem like a simple item, but in the hands of a child it can become part of a grand adventure, a magical kingdom or a heroic mission. The designs showcased in this range succeed because they balance fantasy with fun. They celebrate colour, creativity and individuality while providing children with tools to explore their imaginations. In an era where childhood is increasingly shaped by digital experiences, tangible forms of creative expression remain essential. The new range features 11 colourful designs inspired by some of children’s most beloved characters, including favourites from Frozen, Stitch and Moana, alongside iconic brands such as Care Bears and Supergirl. Designed to capture the magic and excitement of these well-known characters, the collection allows children to bring their favourite stories to life through imaginative play. In a challenging economic climate, parents are increasingly seeking products that provide both entertainment and longevity. At a recommended retail price of just £12.99, these products offer a cost-effective way to encourage active play, imaginative storytelling and social interaction without relying on expensive electronic devices or one-time-use toys.

HTI 01253 778 888 | www.htigroup.co.uk | sales@htigroup.com HTI’s Make it U range is about giving children ownership of style. Rather than selecting a finished accessory, they are given the tools to create something personal. Bracelets, necklaces and small pieces that reflect their own choices, not someone else’s design. The Make it U Jewellery Studio and Large Jewellery Designer Set both build on this idea. Each set includes a variety of components that allow for different designs, while keeping the process accessible for children aged 6+. There is enough choice to encourage creativity without making the process feel complicated. The focus stays on making, adjusting and wearing. For retailers, Make it U sits within the crossover between craft and fashion, combining hands-on making with a wearable result that extends beyond a typical craft set. The sets present clearly on shelf, showing both the included materials and the styles that can be created, helping communicate the end result quickly, which plays a key role in purchasing decisions within this category. As demand for personalised products continues, Make it U Jewellery offers a considered approach. It brings together creativity and style in a format that feels current, giving children the opportunity to create pieces that are entirely their own.

Toy World 98

Beauty, Jewellery & Fashion

Craze Toys (34) 697 928 308 | www.craze.toys | manuel.longo@craze-group.com Craze’s arrival into the UK market this year is also seeing the company focus on its cosmetics, fashion and wellbeing brands that have already brought great success through Europe and bridge toy, gift, bathtime and self-care. Appealing ranges for Inkee, Top Fashion and Bodyness invite children from pre-school to tween to explore new sensory and playful experiences that also provide retailers with a strong and impactful, highly collectible and impulse led offering. A market leader in the German kids’ bath cosmetics segment with its bathtime inspired brand Inkee, Craze has revolutionised the bath bomb by adding collectible figures, redefined liquid foam baths and created an array of fast-moving products on eye-catching displays to help drive self-through. The UK launch of Inkee, in partnership with DKB Distribution, leads with strong licences from Peppa Pig and Paw Patrol to SpongeBob SquarePants and Hello Kitty across blind bag bath bombs, bubble baths, face masks and bath fizzers. With a wow reveal factor and hidden surprises, lovely scents and repeat purchase appeal, Inkee introduces children to a self-care journey from an early age and is just the beginning of Craze’s commitment to this category. With a reputation for being trend-aware and developing visually strong and aspirational packaging to encourage impulse purchase, Craze’s Top Fashion brand is the next step for children to move into a world inspired by fashion influences that are cool and age appropriate. Designed for 8-year-olds and where fashion meets selfcare, the Top Fashion portfolio and assortments of bright, pretty cosmetics and accessories is complemented by striking point of sale concepts that really stand out on the shop floor. Craze brings the look and feel of adult cosmetics to children, while consistently adapting the formulations to sensitive children’s skin, and then adds a collectible element with the clever use of different colours and scents to make buyers come back to stores. From lip gloss with trendy prints, peel and stick nail foils, nail tattoos, peel off polishes and a more sophisticated bath bomb offering, Top Fashion is a modern, safe and on-trend new brand that will also be elevated when Kuromi collections arrive later this year

Make It Real 01613 024 100 | www.makeitrealplay.com This autumn, preteens will enjoy a new brand from the innovators at Make It Real – Glimmer & Glow, featuring curated accessories, cosmetics and stationery made especially for creative, confident kids ages 8+. Vibrant, energetic and fun, the Glimmer & Glow collection is all about age-appropriate and low-stakes experiments in fashion, beauty and personal style: those all-important first steps into self-expression. Glimmer & Glow offers safety-tested products in every size, from light-up makeup studios and sleepoverready nail-art and cosmetics sets, to mini stationery and on-trend backpack clips. Those bag clips feature fidgets, collectibles and cosmetics components, like a lip gloss or built-in collapsible hairbrush. The brand blends beauty with whimsy: the Mini Mart Cosmetics Set features eyeshadows, lip glosses, nail polishes,and more accessories styled as fun-size snack foods. Sweet stationery items include the 12-piece Furry Friends Doodle Spa: erasers, stickers, a stamper and more, all with a pets-and-pampering theme. And on the fashion tip, the DIY Chain & Charms Belt Bag mashes up the it-bag crossbody style with changeable clip-on charms. Created for a generation that’s fueled by individuality and imagination, but is also already being served fashion, skincare and beauty content, Glimmer & Glow is all about playful personalisation. It’s a brand focused on inspiration and validation, designed to let creative kids discover what it means to look, feel and do their best. Learn more about Glimmer & Glow on the Make It Real website.

Character Options 01616 339 800 | www.character-online.com sales@charactergroup.plc.uk Kids can use creativity to make a fashion statement thanks to Character’s all-new Giftie Badge Maker. With the Giftie Badge Maker, kids can design, make and accessorise bags, jackets and more with colourful quality button badges. Launching soon, this DIY badge making kit comes with 50 badges for children to easily create their very own badge designs. They can choose favourite pictures to make badges or design personalised ones for added creativity. Children can simply draw or print the badge designs, press to make them, then wear them as a personal fashion statement. This fun badge maker kit allows kids to create giftable, personalised badges for their besties. They can use badge creations to accessorise clothing and bags, pin them to the front of cards and more. The item launches with the Giftie Badge Maker App that will allow users to source and download design templates, as well as allowing creators to upload their own photographs to design and print bespoke picture badges. Character Options’ 2026 portfolio is support by substantial PR and marketing campaigns. For more information, get in touch via the details above.

Toy World 100

Brand Profile L.O.L. Surprise

turns

10 years on from its launch, L.O.L. Surprise! remains a pioneering powerhouse brand. To celebrate the anniversary, Toy World speaks with Michelle Lilley, Managing Director for UK and Ireland at MGA Entertainment, to take a look at the origins of the beloved collectible brand and how it’s solidified its place in the market with its unique blend of unboxing excitement, fashion and play. Surprise! quickly became a pioneer in the toy unboxing category and was a breakout phenomenon after launch, as content from kids unboxing their toys swept the internet, including viral videos across YouTube, which was a strong sign to us that this is something the market needed and was lacking.” As an originator of the toy unboxing trend, L.O.L. Surprise! helped shape a new category within the toy industry. Since its launch, the brand has continued to break boundaries. It even made history with a successful Guinness World Record attempt, and now the brand holds the record for the World’s Biggest Unboxing of L.O.L. Surprise!, which took place at Camp Bestival in 2018.

ince its launch in 2016, L.O.L Surprise! (short for Lil Outrageous Littles) has grown into a global brand, instantly recognisable across generations of fans. Just two years after its launch, L.O.L Surprise! was named the largest dolls property ever by sales value in the UK according to Circana data and the No.1 toy line overall from 2018 to 2020, as cited in Circana’s POS Retail Tracking Service, Total UK Sales Value, Full Year 2018-25. Now in its 10th year, the brand’s acclaim and momentum has not slowed. “The goal was to create an interactive experience filled with layers of surprises, anticipation and discovery for kids, and it sure worked,” says Michelle Lilley. “L.O.L.

Unboxing surprises will always be at the heart of L.O.L Surprise! alongside ongoing innovation within MGA’s ranges. This is what L.O.L. Surprise! is famous for, and what families and children around the world love about the franchise. “We are always listening to our fans, monitoring emerging trends in fashion, entertainment and social media, and looking to innovate and bring new elements to our range,” states Michelle. “This helps us create products and collaborations that feel exciting, timely and culturally relevant for today’s kids.” Each season, MGA introduces a fresh unboxing product, unleashing new fun experiences for consumers to explore, and for the 10th anniversary of L.O.L. Surprise!, it has given the entire brand a major glow-up with new, elevated styling across toys and packaging, in line with the current fashion trends and pop culture themes – shaking up the category for both children and kidults once more.

Toy World 102

Michelle adds: “A great example is our licensed collections, which are a major part of the brand’s journey. We’re proud to be partners of Sanrio and have collaborations with beloved franchises such as Hello Kitty, which is going to new levels this year. We’re taking our 10th anniversary celebrations further by partnering with other major licences this season, targeting both kids and kidults with global franchises, so watch this space.” The brand has come a long way since its first licensing collaboration with Mini Sweets in 2022. The team is always on the lookout for collaborations which align with the L.O.L Surprise! core brand values and DNA – weaved with collectability, unboxing and surprises at its heart. “We’re always looking for collaborations that feel authentic to the brand while also introducing new play patterns, storytelling opportunities and cultural moments for our fans to engage with. This has helped us forge partnerships that resonate with both children and collectors alike.” MGA Entertainment always aims to create as much fun for children as possible, which is why playsets are now a big part of the L.O.L. Surprise! range. As fans continue to collect their favourite characters, MGA is focused on expanding the universe with diverse dolls, storytelling opportunities and interactive play experiences that encourage imaginative world-building. Looking ahead, the universe will continue to grow with new playsets arriving this Christmas as part of the 10th anniversary celebrations. As one of the major suppliers in the Dolls and Collectibles category, MGA Entertainment has a firm

ethos it follows to ensure that it remains a supplier of choice. At the core of this ethos, it believes every child should have the freedom to express themselves through imaginative and innovative play, as well as storytelling which is made possible through all the L.O.L Surprise! products. MGA strives to offer a wide variety of dolls and collectibles that celebrate creativity, surprise, friendship, fashion and individuality, and its goal is to provide options that reflect many different styles, interests and personalities so kids can choose the characters and stories they connect with most. “Whatever the product or range we bring on to the market, we want fans to truly enjoy it and for it to add to their own L.O.L. Surprise! universe at home. Thanks to the versatility of the L.O.L. Surprise! range, we can cater for a mix of interests allowing our fans to celebrate their individuality, while also leaning into different pop culture moments and fashion trends.” Michelle continues: “We’re always focused on what’s next, whether that’s introducing innovative play patterns, tapping into emerging trends, expanding our storytelling or developing entirely new brands. Our goal is to keep surprising and delighting our fans. We have some exciting developments on the horizon, including a brand-new fashion line that we’re looking forward to sharing more about soon.” MGA aims to bring its franchises to life far beyond the products themselves by investing heavily in content, entertainment and fan engagement, helping to build rich worlds that extend beyond the toy aisle. Through pop-up events, retail activations and experiential moments in high-footfall locations, these investments give fans the opportunity to engage with the brand in real life. There’s something special about seeing children experience the excitement of unboxing, discovery and collecting firsthand, and those moments continue to inspire how MGA innovates for the future. Product quality is also a key part of what sets the brand apart and has attributed to a successful 10 years. From premium hair details and expressive eyes to articulation and fashion-forward styling, L.O.L. Surprise! places significant emphasis on design features that elevate play and collectability. These high-quality elements have become hallmarks of the brand and continue to resonate with both children and collectors alike. The L.O.L. Surprise! fanbase transcends generations. Children are still the core audience, but a newer part of

the fan base is now kidults, made of children who have grown up with L.O.L. Surprise! and fans who are attracted to the collectible elements or viralworthy collaborations with the likes of Care Bears, Hello Kitty, Strawberry Shortcake and so much more. As its audience evolves, so does the way L.O.L. Surprise! communicates with them. “We’re continually exploring new ways to engage fans through the platforms and experiences they enjoy most, whether that’s through TikTok-first content, music-led initiatives, live events, experiential activations or creator partnerships,” says Michelle. “Building fandom today means meeting consumers where they are and creating opportunities for them to engage with the brand beyond the toy aisle. “Our distribution strategy has also evolved to ensure we’re visible across a wide range of retail and cultural touchpoints so fans can discover us through traditional toy retailers, digital channels, social media, live experiences and collaborations, making the brand accessible and relevant to every generation of fans.” The entire team at MGA Entertainment is proud of the brand’s accomplishments as they mark the 10th anniversary of L.O.L. Surprise!, from seeing the brand evolve from a brand-new toy line to a global phenomenon and lifestyle and entertainment driver. For Michelle, the first years of the brand were a true career highlight, teaching the team so much on unboxing, collectible trends that they continue to implement today across L.O.L. and the wider portfolio. MGA customers are true brand fans, and they keep the company going in doing what it does best. To celebrate the anniversary and give back to these loyal customers, there are a number of plans in the pipeline for the rest of 2026. This year is an exciting one for MGA, with lots of new ranges and updates to some of its existing lines. “We have just revealed the new Plush Surprise collection – a fun, fashion-forward take on collectibles

Toy World 103

that blends plush toys, surprise unboxing and wearable accessories in one playful package,” states Michelle. “And that’s just the start. We have a whole new look and feel to the brand being unveiled for 707 – our official brand day – alongside a new range that really brings the celebration of a birthday year to centre stage.” There are also multiple retailer collaborations and brand events in the pipeline globally to ensure all customers can take part in the birthday celebrations, alongside major product collaborations which will take the brand to new heights with its kid and kidult-targeted ranges. MGA will continue to develop imaginative play patterns and collectible experiences that bring even more fun and creativity to the world of L.O.L. Surprise! Alongside upcoming product launches, there will also be some exciting in-store activities for brand fans to enjoy and feel truly immersed in the world of L.O.L. Surprise! “We’re all about creating memorable experiences that celebrate the playful side of the brand, and we can’t wait for you to join us.” To ensure the brands has another successful 10 years and beyond, the plans don’t stop at the end of this anniversary year. “We’re showing no signs of slowing down as we enter our next decade of L.O.L. Surprise! and innovation is where a lot of our future efforts are focused, while staying true to our core values of collectability and surprising and delighting our fans of all ages,” concludes Michelle. “We know we can connect with audiences across such a wide range of ages so as one L.O.L. Surprise! generation moves on, another one will come through to enjoy the surprises everyone has come to know and love.”

Opinion

Precisify

The new rules of play: how toy brands can navigate Gen Alpha media attention Darcy Slattery, Content and Research Marketing Manager at Precisify, a global media intelligence and digital advertising technology company, examines the media habits of Gen Alpha in the digital landscape and how and where they should be engaged to deliver maximum impact. market share going forward. Overall, 65% of Gen Alpha aged 2-12 are active on YouTube causing the platform to take the lead in the battle for attention of these digital natives. Crucially for marketers, high attention translates into strong brand retention. Ad recall is strongest on YouTube, with 60% of Gen Alpha remembering the ads they see while watching.

impact, brands must align their messaging with the most popular content categories. Cartoons lead the charts as the favourite format for 50% of Gen Alpha across YouTube and YouTube Shorts, with toy and gaming focused content following closely behind at approximately 40%. Household names highlighted in the research include Bluey, SpongeBob SquarePants and Pokémon.

Frequency of engagement also remains incredibly consistent. Nearly a third of both boys and girls spend between 30 minutes to an hour on YouTube every day. While multi-screening habits mean their focus is often divided, this dedicated daily window represents a vital opportunity for toy brands to drive meaningful brand recall.

These categories don’t just dominate solo viewing; they also thrive in co-viewing environments where parents and children watch content together. Around 45% of Gen Alpha in the UK watch YouTube alongside their parents. This provides a dual opportunity for toy brands to simultaneously inspire the child and engage the ultimate household decision-maker.

With 38% of Gen Alpha stating they visit YouTube specifically because it hosts their absolute favourite content, brands have a unique opportunity to engage with audiences natively within environments they already love and trust.

While co-viewing windows are ideal touchpoints, how effectively do they drive actual commercial action? The data shows the impact is substantial. While YouTube leads ad recall rates for Gen Alpha, it is also a front-runner for adults, with 40% of parents recalling the ads they see during shared viewing sessions.

Social media has become the No.1 toy shop on earth for Gen Alpha. Unboxing videos, viral challenges and a booming community of creators fuel a highly engaged ecosystem where Gen Alpha regularly discovers the next must-have toy.

edia consumption is moving faster than ever and keeping track of where young audiences are spending their time is an ongoing challenge for the toy industry. The latest UK research from Precisify offers a definitive look into the habits of 1,000 Gen Alpha aged 2–12 and their parents, mapping exactly how this demographic navigates the fragmented digital landscape and where to engage with them for maximum impact. Across platforms from YouTube and TikTok to Video on Demand (VOD), the data highlights not just what types of content Gen Alpha are watching, but how these consumption habits directly impact purchase decisions for the entire household. With this research, Precisify has broken down the critical takeaways that toy brands and retailers need to know to stay ahead of the curve and capture attention and

The new report reveals that Gen Alpha in the UK overwhelmingly prefers to watch creator and influencer content on YouTube over any other social platform, a trend that rings true for 70% of respondents across the entire 2–12 age spectrum. Influencer partnerships are incredibly strong drivers of commerce, triggering purchase requests for 68% of children with toys making up over a third of those asks. Inside the report, Precisify dives into the awareness and ownership gap for powerhouse toy brands including Lego, Barbie and Pokémon. With even the biggest names seeing discrepancies of 10% or more between brand awareness and actual product ownership, targeted influencer partnerships represent a way to bridge this gap and convert passive ad recall into active toy sales. Capturing Gen Alpha’s full attention is increasingly difficult in a multi-screen ecosystem. Precisify’s research reveals that while watching television, over a third of this group are simultaneously playing mobile games or watching secondary content on YouTube. To break through this digital noise and leave a lasting

Toy World 104

However, the real catalyst for conversion is the influence children wield over their parents during and after these sessions. The report reveals that 70% of parents state their children actively request an item after seeing it on screen. This layered reminder, combining direct ad exposure to the parent with an enthusiastic request from the child, holds massive weight at retail. Ultimately, capturing the attention of today’s media-literate Gen Alpha requires looking past singletouchpoint strategies. The data shows that the path to purchase is non-linear, collaborative and heavily driven by a child’s digital ecosystem. For toy brands looking to bridge the gap between awareness and conversion this year, understanding these nuanced co-viewing habits and influencer dynamics isn’t just an advantage – it’s a necessity. To dive deeper into the full research and discover how to optimise a toy brand’s media mix, download the full Precisify Insights Gen Alpha UK report on the Precisify website.

Square box red

Feature

Dress up & Role Play

The power of pretend

The Dress-Up and Role Play category is filled with product that’s not only fun, but genuinely meaningful, supporting children’s development through play, whether that be licensed costumes that draw children into the worlds of their favourite books and films or a role play set that allows them to mimic their parents’ daily routines. Toy World’s Caroline Tonks looks at the importance of the category in early years development.

he Dress-Up and Role Play category is instrumental in early years development, promoting the progression of confidence, empathy, social skills and imagination. Both areas consist of core play patterns that children love to engage with and caregivers want to nurture. Encouraging children to dress-up is far more than just a fun activity – it plays an important role in building self-assurance, self-expression and creativity, and through imaginative role play, children develop social skills, emotional understanding and problemsolving abilities, all while engaging with the characters and stories they love most. While many affiliate Dress-Up with seasonal moments like Halloween or World Book Day, it is an area with year-round potential. Lianne Taylor, Marketing Director of Disguise, a division of Jakks Pacific, is focused on is establishing Dress-Up as a true 365-day play category rather than a seasonal purchase. “Dress-up naturally complements existing toy purchases, helping to extend play experiences beyond traditional toys,” she comments. “Whether paired with a doll, action figure or role play set, adding a costume or accessory encourages deeper imaginative play and allows children to fully immerse themselves in the worlds and characters they love.” This imaginative thinking is later linked in life to problem-solving and creative abilities. There is lots of innovation coming from the DressUp arena, across both evergreen and licensed ranges. Blues Group is set to introduce Steal a Brainrot, a new collection inspired by the fast-growing world of online gaming culture and viral character trends that continue to influence children’s entertainment and purchasing behaviour. Designed to capture the imagination of today’s digitally engaged kids, the range combines

oversized character styling and is instantly recognisable with strong commercial appeal. Disguise has an expansive Disney dress-up and accessory range, offering costumes of fan-favourite characters from Frozen and Disney Princess to Toy Story and The Nightmare Before Christmas. At retail, Lianne has seen Disney Princess and Frozen continue to deliver strong sell-through during key events such as World Book Day across UK retailers. On Amazon, iconic characters including Woody and Stitch have also performed well, demonstrating the continued demand for recognisable licensed characters. Dress-up plays an important role in supporting major entertainment launches, as seen with upcoming film releases like the live-action Moana and Toy Story 5. On the flip-side of the category, Role Play Toys are designed to let children learn through play, sparking joy while also nurturing curiosity and creativity, as well as core social and motor skills. Role play allows children to explore different scenarios and professions, expanding their imaginations away from screens and tech. As children take on different roles during playtime, they learn core life skills and gain a sense of independence, as well as process different real-world experiences like going to the doctor and starting school. “Role Play Toys are cherished because they foster creativity, enhance parent-child interaction and promote developmental benefits, making them a standout choice amongst other toy categories,” says Phil Cassidy, Managing Director of Casdon. “Each Casdon toy is designed to capture a sense of fun and excitement whilst giving children the tools to learn through play – helping to develop social and language skills, core motor skills, as well as coordination and numeracy.” Casdon has recently released a collaboration with

Toy World 106

The Magnum Ice Cream Company, introducing the firstever range of licensed ice cream toys from Heartbrand, known in the UK as Walls. The collection features some of the most recognisable ice cream brands, including Calippo, Magnum, Cornetto and Solero, and is packed with interactive functions, clever features and that all-important fidget factor, ideal for supporting the development of fine motor skills and keeping little hands busy while sparking big imaginations. A.B.Gee’s role play portfolio combines realism, quality and educational value in products that support imaginative and interactive play. Its construction range includes a battery-operated chainsaw and circular saw, both designed to provide immersive role play experiences with realistic sounds and motion features that make children feel like they are working alongside adults on the job. These highly detailed tools bring construction play to life while remaining safe and easy for little hands to use. Along a similar vein, the Black and Decker Toolbelt from Simba Smoby UK is ideal for role play and developing fine motor skills. The toolbelt is specially designed for little hands and includes everything young builders need for imaginative play, such as 11 different accessories housed within the pockets and loops. Role Play toys like these resonate with children because they allow them to step into the adult world, encouraging imaginations while supporting cognitive and emotional development. In turn, parents see the value in toys that reflect real-life scenarios, making them appeal at retail in such a saturated market. Readers are invited to flip through the following pages of editorial to find out about the latest products and advancements within the Dress-up and Role Play space from a selection of leading suppliers.

©Disney

©Disney/Pixar

Costumes For Every Occasion www.disguise.com | info@disguise.com

Dress up & Role Play

Simba Smoby 01620 674 778 www.smobytoys.co.uk sales@simbasmoby.com Simba’s Smoby collection continues to offer something fun for creative, role play-loving kids and with a range of role play items in the Black and Decker lineup, there’s something to suit every budget and every “lets fix it” occasion. It’s time for kids to roll up their sleeves and tackle some DIY with the Black and Decker Toolbelt from Smoby. Specially designed for little hands, this tool belt includes everything young builders need for imaginative play. Fully adjustable, there are 11 different accessories housed within the pockets and loops, so they’ll always have the right tool at hand, whether pretending to saw a plank or tighten a screw. The Black and Decker Toolbelt is ideal for role play and developing fine motor skills. It compliments other fun DIY role play items in the Smoby collection including the Black and Decker Bricolo Workbench, a high value line that comes complete with workbench, multiple tools and plenty of nuts, screws, nails and more, which amounts to a total of 78 accessories. It also features a new, more modern and functional structure and each tool is a perfect replica for the real thing so they’ll appear just like the one in mum and dad’s shed.

Just Play UK www.justplayproducts.com | uksales@justplayproducts.com Just Play’s Tiny Nightmares make for the ideal Halloween inspired gift for older collectables this Autumn. Tiny Nightmares is the horror-inspired lifestyle IP that puts a dark twist on collectables. The range is bringing new waves of characters and more ways to collect this year. New for AW26 is a third wave of three-inch figures with “killer” features and “terrif-eyes” that hold reflections of their victims. Baby Face, Billy the Puppet from Saw, and Freddy Fazzbear are not to be missed. A brand-new format for Tiny Nightmares are the Terror Clips - seven vinyl plush horror movie characters are waiting to be unboxed. Fans can clip them to bags and carry around their creepy fandom. The Perch’d Wearable Plush are fun too, these 3.75-inch tall horror characters sit atop the shoulder, with the help of concealed magnets. Or for fun on a larger scale, there are the 10-inch tall TerrifEyes Collector Plush, each with foil painted eyes displaying victims in their final moments.

Casdon 01253 766 411 | uk@casdon.com Celebrating 80 years of inspiring imaginative play in 2026, Casdon is a third-generation, familyrun business known for transforming iconic household brands and everyday appliances into engaging pre-school role play toys that let little ones explore the grown-up world through play. After entering the plush category for the first time last year with its officially licensed Build-ABear Workshop collection, Casdon has unveiled another exciting collaboration with global brand The Magnum Ice Cream Company. The partnership introduces the first-ever range of licensed ice cream toys from Heartbrand, known in the UK as Walls, bringing these iconic products to multiple markets worldwide. Arriving in stores from June 2026, the collection features some of the world’s most recognisable ice cream brands, including Calippo, Magnum, Cornetto and Solero, as well as traditional scoopstyle ice cream tubs. The collection also features two engaging playsets: an Ice Cream Freezer, complete with a coinoperated release lid and five iconic Walls ice creams, and an Ice Cream Parlour playset, which includes more than 35 accessories to inspire imaginative role play. The Ice Cream Parlour was also awarded a Hero Toy Award at London Toy Fair 2026. True to Casdon’s ‘live playfully’ tagline, the new range is packed with interactive functions, clever features and that all-important fidget factor, ideal for keeping little hands busy while sparking big imaginations. From squeezable ice creams and pop-up surprises to spin-and-click elements, each toy encourages sensory play and imaginative storytelling. Collectible and designed to be mixed and matched, the smaller items in the range are ideal for on-the-go play, providing entertainment during journeys, days out and everyday adventures. Suitable for children aged 2+, the distinctive collection offers a fresh take on imaginative play, with prices starting from just £3 RRP. For more information and sales enquiries, please contact Casdon on the details above.

Disguise www.disguise.com | info@disguise.com Disguise’s Disney dress-up and accessory range offers something for every Disney fan, from Frozen and Disney Princess to Toy Story and The Nightmare Before Christmas. With options across everyone’s favourite characters, innovative designs and affordable price points, the range is well placed to support the upcoming Moana release through core Moana costumes and accessories that complement the Jakks Pacific toy range for key cross-category activations. Alongside Disney’s major content moments, including Moana and Toy Story, the range also supports key dress-up occasions such as Halloween, Carnival and World Book Day. From premium costumes with all the bells and whistles to entry-level outfits, accessories and sets, Disguise has something for everyone. For more information on the full Disguise range, get in touch via the details above.

Toy World 108

Dress up & Role Play

A.B.Gee 01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk The demand for realistic role play toys continues to grow, with construction and gardening-themed play remaining firm favourites among children and parents alike. Tapping into this trend, A.B.Gee’s extensive Red Toolbox, Stanley Jr. and Miracle-Gro ranges deliver immersive, hands-on experiences that combine imaginative fun with creativity, learning and developmental play. Among the standout products in the construction range are the battery-operated chainsaw and circular saw, both designed to provide immersive role play experiences with realistic sounds and motion features that make children feel like they are working alongside adults. These highly detailed tools bring construction play to life while remaining safe and easy for little hands to use, making them ideal additions to any budding builder’s toolkit. The range also includes an impressive workbench complete with drill and tool set, packed with 140 pieces, the workbench gives children everything they need for immersive pretend play and to feel like real builders. From a working power drill to safety goggles and toy tools, it offers a complete DIY experience designed for creative, hands-on fun. The sturdy workstation is easy to assemble and includes plenty of integrated storage, helping to keep accessories organised while encouraging independent play. Complementing the DIY collection is the growing Miracle-Gro role play range, which introduces children to the world of gardening through realistic tools and outdoor-themed play. Featuring garden tool sets, watering accessories and colourful planters, the range encourages children to explore nature, nurture plants and enjoy outdoor imaginative play. Designed to inspire curiosity and hands-on learning, the collection supports key developmental skills while tapping into the increasing consumer focus on outdoor activities and gardening. Designed for children aged three years and above, the wider A.B.Gee role play portfolio combines realism, quality and educational value in products that support imaginative and interactive play. Across the Red Toolbox, Stanley Jr. and Miracle-Gro collections, children can hammer, drill, dig, plant and build through authentic role play experiences that continue to resonate strongly with both parents and retailers.

Blues Group 07764 223 068 | christina.cockhill@bluesgroup.co.uk Blues Group is set to introduce Steal a Brainrot – an innovative new dress-up and role play collection inspired by the fast-growing world of online gaming culture and viral character trends that continue to influence children’s entertainment and purchasing behaviour. Designed to capture the imagination of today’s digitally engaged kids, the range combines oversized character styling, and instantly recognisable personalities to create a standout costume collection with strong commercial appeal across the Dress-Up category. What makes this particularly exciting is its ability to connect directly with current consumer interests. Children are increasingly influenced by online content creators, meme culture and interactive entertainment, and this range taps into that demand with a product line that feels highly relevant, humorous and instantly engaging. The collection’s unique character designs encourage collectability and group dressing opportunities, making the costumes ideal for Halloween, themed events, parties, school dress-up days, content creation and everyday imaginative play. The vibrant colours, oversized accessories and instantly recognisable silhouettes also ensure strong impact both in-store and online, helping retailers drive visibility and consumer engagement. From a product perspective, the range has been developed with comfort, wearability and repeat use in mind. Lightweight construction, easy-to-wear costume formats and playful accessories help deliver a dress-up experience children will want to wear again and again. Blues Group believes the range has significant sales potential due to its combination of trend relevance, visual appeal and broad play value. The costumes successfully bridge the gap between traditional role play and the fast-moving digital culture that increasingly shapes children’s purchasing interests. In a category where freshness and recognisable concepts are key drivers, the Steal a Brainrot range offers retailers something new and marketable. To support launch activity, Blues Group will provide social media activity, influencer outreach and retailer marketing support. The range will also benefit from strong visual packaging and branding designed to maximise shelf standout and encourage impulse purchases. Launching in August, the collection will initially feature three SKUs, each offering a unique character-inspired look with high visual impact and strong shelf presence. The range has been specifically developed to appeal to children who love gaming-inspired role play and social media trends.

Toy World 110

Feature

School Ready

School starts here Before children officially start their school journeys, many parents want to lay a foundation of key skills that will allow them to put their best foot forward in the classroom. The School Ready category offers children toys that provide fun, hands-on play, while encouraging early learning in areas like the alphabet, counting to 10, problem solving, fine motor development and more. From alphabet games and counting toys to puzzles and activity books, School Ready toys make learning engaging and age-appropriate for young children.

These types of toys help children build confidence and independence during their early developmental years. By supporting skills such as focus, listening, sharing and following simple instructions, School Ready toys can help children feel more comfortable and prepared for school life and everyday routines. These toys also encourage social and emotional growth, helping children communicate their feelings, interact with others and develop resilience through imaginative and interactive play. It’s been reported that parents and caregivers in the UK have recently seen a decline in young children’s readiness for starting school, making this category even more important. School Ready is focused on promoting learning through play, helping children to continuously explore, discover and develop. With these educational tools, School Ready toys allow children to start their school journey confidently and ready to take on academics.

Learning Resources 01553 762 276 | www.learningresources.co.uk Learning Resources has a wide selection of toys and accessories to support families on their school readiness journey. Designed to target the developmental areas teachers say children are struggling with most, the range supports self-care and independence, social and emotional skills, routines, language and communication, motor skills, and classroom readiness. Alongside its products, Learning Resources has partnered with a trusted panel of teachers and early years educators to create practical resources for parents and teachers, including advice on preparing children for school. The downloadable Parent Guide has also been endorsed by primary school teacher, TikTok creator and BBC Bitesize presenter Kit Brown. Dressing Skills Bean Bags help little hands master real-world dressing skills. The colourful bean bags feature illustrations of eight everyday clothing items and matching fastenings, including zips, toggles, buttons and shoelaces, helping children build confidence in dressing and undressing independently. My Feelings Bean Bags support emotional development by helping children identify and express emotions. Ten tactile bean bags represent feelings including happy, sad, angry, surprised, loved, scared, peaceful, excited, sleepy and disappointed through unique colours and textures. A drawstring bag and activity guide are included. The multi-award-winning Campfire Chatmallows Storytelling Set encourages imaginative play and language development. Children choose three Chatmallows featuring story starter icons and create their own stories around the pretend campfire, helping to build vocabulary, creativity and self-confidence. The 2-Minute Toothbrushing Timer encourages healthy routines by helping children brush for the recommended two minutes. Easy to use and designed for everyday family life, the timer ends with a fun sparkle sound. The Rainbow Visual Timer helps children understand elapsed time through visual cues, with settings ranging from 1–15 minutes. It can support time management and sensory breaks and is especially valuable for neurodiverse children by providing a concrete representation of time passing and helping reduce anxiety. Support social and emotional learning with Express Your Feelings Sensory Bottles (Excited, Impatient, Lonely and Nervous). Each bottle uses colour, facial expressions and moving contents to represent emotions and help children communicate and self-manage their feelings. Trace, cut and create with the Trace Ace Scissor Skill Set, designed to strengthen fine motor skills, hand muscles and coordination through tracing and cutting activities. The Helping Hands Fine Motor Tool Set supports sensory play while developing essential hand strength and control. Tools including Squeezy Tweezers, a Twisty Dropper, Handy Scoopers and Gator Grabber Tweezers help strengthen pincer grasp, hand arches and pencil grip readiness. Practise letters and numbers with the sensory Light-Up Tracing Centre. Children select a card and use the stylus to trace shapes in red sand, creating glowing letters and numbers while becoming more comfortable with early writing skills. Used in classrooms across the UK, the award-winning MathLink Cubes Activity Set helps children aged 3+ build early maths skills through hands-on play, developing counting, sequencing, pattern recognition, addition, subtraction and more.

Toy World 112

School Ready

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

As summer stretches out ahead, parents may already be thinking toward September. That first step into Reception, or the leap from Reception into Year 1, are some of the most significant transitions a young child will make. Tickit, the specialist early years brand available through Commotion, has built its reputation on resources that genuinely support those formative stages of development, and early indications suggest this season’s new additions are following suit, with trade resellers responding strongly and sales figures reflecting the same confidence that has made the brand’s existing educational lines popular. Tickit products are designed with a clear philosophy: to support learning through play. The new Gem Columns exemplify this. They invite children to sort, stack, count and pattern-make: skills that translate directly into readiness for structured learning. Alongside these, the Gem Building Shapes Mirror Tray creates a captivating reflective play environment that encourages spatial awareness, shape recognition and creative thinking, wrapped in that signature jewel-bright aesthetic. The brand’s Translucent Colour Counters & Discovery Sets extend this further, offering open-ended sorting and counting play that builds early numeracy in a hands-on, visually engaging way. These are ideal for children getting to grips with the foundations of maths before and after that first school year begins. For developing the fine motor control that underpins early writing, the Butterfly and Shape Lacing Jewels are an inspired choice. Threading activities are a proven route to hand-eye coordination and concentration, and Tickit’s translucent gem colours make the process irresistible. The Jewel Dominoes bring a fresh approach to matching and turn-taking, helping children develop core social and cognitive skills before entering group learning environments. Meanwhile, the Ocean and Safari Animal Layer Puzzles encourage imaginative play and finding out about the natural world, while problem-solving and sequencing, encouraging persistence and early logical thinking through beautifully crafted, themed play. Another popular addition to the 2026 range has been the Sensory Dual Rainbow Cascade – a mesmerising set supporting focus, calm and sensory regulation. As children navigate the excitement and anxiety of new school beginnings, emotional readiness is just as important as academic preparation.

Crayola www.crayola.com | shorowitz@crayola.com Crayola is launching its Clicks Markers and Clicks Highlighters range, designed for kids, classrooms and colouring enthusiasts of all ages. Featuring a cap-free design and long-lasting inks that won’t dry out, the Clicks range is built for everyday creativity, from schoolwork to art projects and on-the-go use. Recommended for ages 6+, the products are crafted to appeal equally to older children, teens and adult colouring fans looking for tools that are fun, functional and reliable. The launch line-up includes Clicks retractable tip Markers in classic and pastel assortments, alongside Clicks Highlighters in vibrant, school-friendly shades. All items are washable, durable and designed to withstand daily use, key attributes for parents and teachers seeking practical, long-lasting stationery solutions. The range is rolling out now across major UK retailers, with wider distribution continuing across the summer ahead of the Back to School peak. Crayola is supporting the launch with a 360-degree marketing campaign spanning out-of-home, digital, PR, social and retailer-specific activations. Highimpact in-store displays will help retailers create standout moments out of aisle, while digital content will spotlight the ease, convenience and creativity that Clicks brings to everyday schoolwork and art projects. The campaign aims to reach both parents and children, reinforcing Crayola’s position as a trusted brand for quality, creativity and value. With its cap-free design, strong seasonal relevance and robust marketing support, Clicks is positioned to become a helpful item to be school ready, offering retailers a fresh, high-demand product that meets the needs of today’s families and classrooms. Alongside Clicks, several of Crayola’s iconic ranges continue to deliver strong performance and help prepare to be school ready. Super Tips, including the on trend Super Tip Pastels, remain a Back to School essential. Their ability to make both thick and thin lines, makes them suitable for colouring large areas or adding fine details. Pastels in particular tap into the aesthetic trends that continue to delight older kids and teens. Crayola crayons and coloured pencils remain category anchors as well. Known for their durability, range of colours and long lasting performance, they reliably convert parents who prioritise value, quality and trusted brands.

Toy World 114

Classroom Readiness

Trace Ace Scissor Skills Self-Care & Independence

Dressing Skills Bean Bags Language & Communication

Read our parent guide available on our website

Campfire Chatmallows

Endorsed by Kit Brow&nAuthor TikTok - @kjbr0wn Primary Teacher

Playful tools and toys to help little ones start school with confidence Contact our team to learn more Call: 01553 762276 Email: salessupportUK@learningresources.com www.learningresources.co.uk

School Ready

Orchard Toys 01953 859 539 | www.orchardtoys.com | sales@orchardtoys.com | orders@kayes.co.uk Orchard Toys’ award-winning line-up of educational games and activity books is loved by parents, teachers and children alike. It is ideal for getting children school ready, making them an ideal product for sales opportunity for retailers. Renowned for thoughtfully designed, easy-to-learn, fun gameplay, Orchard Toys’ products captivate children, who won’t even know they’re learning, and appeal to parents and gift buyers with the great price points. For helping prepare little ones for starting school, Orchard Toys’ line-up of educational products includes the Lunch Box Game, My First Snakes & Ladders and themed activity books such as ABC and 1-20. Lunch Box Game is a fun, food lotto game ideal for encouraging healthy eating, and developing and improving memory and matching skills as players race to fill their lunch box with tasty items. Cards feature bright and bold illustrations of healthy lunchbox foods from strawberries to raisins. Play can become more interactive for older players by saying aloud the name of the foods and discussing different types of healthy foods. If children enjoy playing Orchard Toys best-seller Shopping List, they’ll love the Lunch Box Game. It has recently had a packaging refresh – still boasting Orchard Toys bright colour scheme, the box has a new portrait orientation which allows for shelf efficiency and delivers more value for the retailers. It is suitable for ages 3+. My First Snakes & Ladders is an ideal introduction to board games and traditional gameplay for younger players. It’s great for developing social skills, introducing the concepts of playing with other children, following simple instructions and turn taking, while also helping little ones develop counting skills. Designed for ages 3+, it offers the perfect balance between learning and fun. Orchard Toys’ educational colouring books have been designed to help improve hand-eye coordination and encourage creativity with clear educational goals. The books feature bold, age-appropriate pictures of familiar Orchard Toys characters, plus fun step-by-step activities to reinforce early learning skills. The ABC Sticker Colouring Book is a 24-page educational colouring activity book to encourage children to read and write. It helps children learn the letters of the alphabet, with activities such as letters to trace for practising early letter formation. Children will also enjoy matching the letter stickers. It is suitable for ages 4+. The 1-20 Sticker Colouring Book is a jampacked 24-page sticker and colouring activity book to help children learn to write numbers 1-20. It features colourful number stickers, numbers to colour and trace to help with number writing practice and simple sums. It’s also great for helping children develop pencil grip skills. It is suitable for ages 4+. To help increase brand presence in store, Orchard Toys offers high-impact POS, including hanging banners, shelf strips and floor stickers. To strengthen online offerings, Orchard Toys also provides a wide range of high-quality product photography and video assets.

Stabilo 01628 769 170 | sales.uk@stabilo.com As the Back-to-School season approaches, the stationery category continues to evolve beyond simple writing instruments. Today's parents, teachers and schools are increasingly seeking products that combine durability, sustainability and practicality, while still supporting creativity and learning outcomes. For Stabilo, these changing expectations present an opportunity to deliver meaningful innovation that addresses real classroom needs. Today’s teachers are looking for resources that can withstand daily use, reduce waste and support engaging learning experiences, while retailers are seeking products that offer clear points of difference in an increasingly competitive market. One product that reflects these trends is Stabilo Markdry, a marker pencil designed specifically for use on whiteboards and flipcharts. Offering an alternative to traditional liquid ink markers, Markdry uses a solid lead that never dries out, ensuring reliable performance and consistent colour from the first stroke to the last. Available in eight colours including black, blue, green, red, neon pink, neon yellow, neon orange and neon green, Markdry combines the familiarity of a pencil with the functionality of a whiteboard marker. Complete with a sharpener and wiping cloth, it can be dry- or wet-wiped from smooth, non-porous surfaces, making it a practical and versatile solution for classrooms, offices and home learning environments alike. The product also addresses frustrations associated with conventional whiteboard markers. There are no caps to lose, no solvent odours and no risk of dried-out pens being discarded before they have been fully used. In addition, Markdry does not bleed through or soak into flipchart paper, making it suited to teaching environments where presentation and visibility are key. Sustainability is another important factor driving purchasing decisions within the category. Manufactured from 100% PEFC-certified wood, Markdry is solvent-free and designed to offer a longer lifespan, helping schools and consumers reduce waste without compromising on performance. Available through a wide range of retailers, including Amazon and Ryman, the product helps consumers discover a fresh alternative to traditional whiteboard markers while giving retailers access to an innovative stationery solution. The focus on combining functionality with sustainability reflects a broader shift across the stationery sector. Consumers are increasingly looking for products that offer long-term value rather than single-use convenience, particularly as schools and families become more mindful of both budgets and environmental impact. Alongside Markdry, Stabilo continues to support children's learning journeys through a portfolio of products designed to encourage confident writing, creativity and self-expression, from the Stabilo Boss Original highlighter and point 88 fineliner to the Easy ergonomic handwriting range. As retailers prepare for the busy Back-to-School period, products that solve everyday challenges while delivering clear consumer benefits are expected to remain in high demand. By combining innovation, quality and sustainability, Stabilo continues to demonstrate how stationery can play an important role in supporting successful learning experiences throughout the school year.

Toy World 116

Home of educational play

Gem Building Shapes Mirror Tray

Discover one of the UK’s fastest growing educational toy brands

Butterfly Lacing Jewels

Gem Columns

Ocean Animal Layer Puzzle

Sensory Dual Rainbow Cascade

Wooden Lifecycle Tiles

Translucent Colour Dinosaurs

Creators & Distributors of Educational Toys www.commotion.co.uk | info@commotion.co.uk

Allegedly

Two weeks before the launch of Toy Story 5, Sainsbury’s inexplicably reduced the price of all Toy Story 5 products by 25%. Once again, many will question the logic of the decision and the timing in particular. From speaking to retailers, the toy range had been selling well since it hit shelves, and it could be reasonably assumed that sales would have increased even further when the movie was released. So why drop the price a fortnight ahead of the movie’s arrival in cinemas? It’s not as if supermarkets didn’t have other major events about to start that they could have focus on to drive footfall – there was this little thing called the World Cup about to take place, which is traditionally a big driver of in-store traffic for grocers. It just makes the price cuts on Toy Story merchandise look a little unnecessary, and frankly a bit naïve. There have been murmurs across the industry about senior management at Sainsbury’s not really understanding the toy category for some while, and a bizarre move like this rather reinforces that opinion. As Midco’s Dave Middleton posted: “Maybe Toy Story 6 could be about saving the toy industry from activity like this, so there is still actually a toy industry is 10 years’ time.” To be fair, this kind of thing has been going on for years (to paraphrase another Disney classic, it’s a tale as old as time…), yet the indies are living their best life right now – but you do have to question the motivation behind the strategy. Market share? A little egocentric and essentially meaningless. Anyone can build market share by slashing prices, but it isn’t sustainable, and a rather hollow pyrrhic ‘victory’ if that’s the intention. Price reductions often follow slow sales (as Argos buyers have claimed to me in the past when I have called them out on it – I was told not that many years ago that I was looking for meaning that wasn’t there, and that slashing prices was simply a reaction to holding too much stock). But that would fly in the face of what most other retailers had been saying… and if true, might hint at greater challenges for Sainsbury’s when it comes to selling toys as a whole, rather than just one specific range. Or were Toy Story toys just being used to draw parents into store to buy more beer and snacks for the football? Supermarket toy buyers have always flat-out denied that they would ever do that and, indeed, have almost laughed at the suggestion. But there has to be some explanation, and I’m genuinely struggling to understand this one… Joybuy recently launched its first ‘Summer Black Friday’ event in the UK, which ran from 15th-30th June. Suppliers are unsurprisingly concerned about Joybuy’s arrival on these shores, and there is already evidence that it is going to be offering some fairly outrageous pricing on key toy ranges. The big dilemma now for suppliers is whether to engage with Joybuy or not – and to what degree. It could turn out to be a major channel in years to come, so there is understandably nervousness about refusing to trade for fear of it coming back to haunt suppliers further down the line. One retailer pointed out: “Joybuy is only doing what Amazon did 25 years ago. And what Woolworths did in the 90s and Argos in the 80s.” Which, in fairness, is true to a large extent – although I have been critical of all of those retailers at some stage, when

Toy World 118

I felt what they were doing was damaging the toy market as a whole. The retailer even admitted he might buy some lines for his own store from Joybuy if they’re at such an amazing price – although I am not sure suppliers will fully appreciate Joybuy becoming an unofficial toy distributor/middleman in that manner… We were sad to report that Madeleine Potter, David Potter’s wife, passed away peacefully at home back in May with David, daughter Emma and granddaughter Wenona by her side. Madeleine was a wonderful lady, known and loved by everyone who exhibited at or visited Distoy over the years. Our thoughts are with David and the family at this very sad time… I was pleased to hear that Brian McLaughlin has taken on a new role as buyer at Just Williams Toys – good to see him staying within the toy fold and being able to call on his experience and contacts… The EU has fined Temu the princely sum of 200m Euros for failing to properly assess and reduce the risk of illegal and dangerous products being sold through its marketplace. Echoing the previous findings of BTHA and TIE investigations, baby toys purchased during a ‘mystery shopper’ exercise were found to present medium to high safety risks, including chemicals such as phthalates above EU legal limits, as well as small detachable parts posing a potential suffocation hazard. Temu has until 28th August to submit an action plan to the commission, explaining how it will address the failings and comply with the rules in future. More than just a slap on the wrist (as is so often the case), it shows that the EU means business when it comes to tacking the scourge of online platforms selling counterfeit and potentially dangerous products. Hopefully other territories will follow suit, including the UK. Modella’s restructuring plan for TG Jones is being reconsidered after landlords robustly pushed back on what was being proposed. In this instance, it did feel that what was on offer was pretty atrocious – I read somewhere that some landlords were being told they would receive no rent for three years, and in some cases that even applied to stores that are reportedly profitable. Hopefully Modella can improve on that rather desultory offer without compromising the effectiveness of the overall turnaround plan. I appreciate it’s a difficult balancing act, but landlords are businesses too, and every other retailer has to pay their rent, so I don’t see why certain companies should be allowed to renege on their commitments to that extent. There has also been a promise that TG Jones will be reducing its prices and ‘buying better’, which is perhaps the most blindingly obvious requirement of the turnaround plan. Let’s be honest, the in-store layout, product mix and pricing has been way out of kilter with the market for a long time – quite why it has taken the new owners this long to acknowledge what everyone else has known for years is frankly baffling.