TTalking to independent toy retailers in recent weeks has been rather a pleasant experience. While the UK retail channel as a whole is undoubtedly facing some challenges, toy stores are quite literally flying. As Dave Middleton of Midco wrote recently, “It’s going to make next year’s sales look really bad. Remind me next May when I’m moaning that we are trading down.” (And you know that he will…).
But for now, toy retailers are enjoying bumper sales, and if the only downside is that it will be difficult to anniversary the numbers next year, I would say most of them will be perfectly happy with that class of problem. It’s a perfect storm of having numerous ranges that are working, along with the fact that we all need a little affordable joy in our life at the moment. I am sure most of us would be happy never to hear the Strait of Hormuz mentioned ever again – right now, anything that can cheer us (or our kids) up is no bad thing.
And, as ever, the indies can react, pile on and make hay far more flexibly than certain major accounts. There is no drawnout budgeting process, multiple layers of approval to sign off on a PO, seasonal restrictions on buying budgets and stock turn, or any of that malarkey. They can just see what’s selling and as long as they can get hold of some more stock, go for it.
Due to print deadlines, I am writing this column just before the Toymaster show opens its doors in Harrogate. Given the buoyant mood across the independent channel at the moment, it promises to be a successful, upbeat event which will give a nice mid-year boost to suppliers and retailers.
Of course, it would be remiss of me to pretend that it’s all plain sailing right now. The world waits patiently for the Iran conflict to be resolved, knowing that the longer it drags on, the more potential there is for it to impact consumer confidence and household budgets, which could in turn threaten second half trading. Nevertheless, the wheels of business have to keep turning regardless. Rather surprisingly, container rates from the Far East are currently on the low side, which is a relief. Apparently a combination of weak demand and stable capacity has even led to some short-term discounts being offered by carriers. Of course, this is generally a slow period for shipments: if the situation drags on until Christmas stock needs to be shipped later in the summer, I suspect there is likely to be carnage further down the line.
It is a frustrating situation: once again, something way outside the toy market’s control has the potential to affect the setor, just when everything else was looking good. Toy sales
continue to be very healthy. Plenty of winners have emerged already this year, with more exciting prospects hitting shelves imminently. This month’s Circana column looks at some of the themes and trends that are driving growth in the UK market, and there is undoubtedly much to look forward to in the second half of the year.
It seems almost paradoxical that business can be so good while consumer confidence is so fragile – yet here we are. Let’s hope the situation in Iran can be resolved very soon, so we can get back to some semblance of normality and focus on the many positives that are all around us.
This month’s issue underlines just how much there is to be enthusiastic about in the toy market right now. Our features on the Art & Craft, Infant and Wheeled Toy categories show that even evergreen product sectors are alive with exciting new innovation and fresh thinking. Art & Craft remains one of the largest features we run across the whole year, with a whole raft of suppliers launching new products that tap into the latest viral trends. As a category which sells all year round, the sheer volume of new releases makes it easy for retailers to constantly refresh their selection, keeping consumers coming back for more.
And alongside the main issue, we are delighted to bring you the latest instalment of our dedicated Kidult supplements. The Kidult category has firmly established itself as a key component of the toy retail channel, perfectly illustrating the toy community’s ability to reinvent itself to remain at the forefront of consumer trends. The growth in Kidult sales has given toy retailers and suppliers a great chance to expand their customer base, offering new incremental sales opportunities without cannibalising existing business. With so many toy businesses embracing this burgeoning new market segment, we’re delighted to showcase the hottest new launches that will be hitting shelves in the second half of the year.
From cutting edge to evergreen, this month’s edition of Toy World highlights the sheer breadth of great toy product coming to market this year. And as we head towards the allimportant second half of the year, there will be plenty more new launches to showcase over the coming months, as embargoes lift and toy companies start to shout about their exciting new developments for Q4. We look forward to bringing you all the details you need to know as the year unfolds. In the meantime, enjoy this issue – we’ll be back at the start of July with features on the Construction, Tech Toys and Role Play / Dress Up categories, plus a few new features that we’re working up as we speak.
Toymaster announces restructuring of board
As part of its ongoing succession planning and preparation for the future, the Toymaster Board is restructuring and therefore evolving.
Ciaran Fitzpatrick has stepped down from his role as Non-Executive Director to focus on his own business. In addition, Julian Hartfield will also be standing down as a Non-Executive Director in July, as he looks ahead to retirement while continuing to oversee his business interests.
On behalf of the board and the Northampton team, Yogi Parmar, Managing Director, would like to sincerely thank both Ciaran and Julian for their many years of commitment, dedication and invaluable support to Toymaster and the wider group.
Their contributions have played a significant role in shaping Toymaster’s progress, and the team wishes them every success for the future.
Toymaster is also delighted to share the following incoming new board appointments:
• Emma Dadswell, Toys ‘N’ Tuck, Non-Executive Director
• Francis Clarke, Toymaster Cavan, Non-Executive Director
• Stephen Hartfield, Kids Stuff (Uckfield), Non-Executive Director
At a time of ongoing economic challenges and continued change across the high street, the appointment of Emma, Francis and Stephen as Non-Executive Directors brings a new, fresh perspective and additional valuable retailer experience to the board. Their combined expertise will further enhance the board’s collective knowledge as it continues to plan for a positive and successful future for Toymaster.
Yogi commented: “Please join me in congratulating Emma, Francis and Stephen on their new appointments. Together, we remain focused on taking Toymaster forward in the best interests of all our stakeholders.”
The Entertainer opens its biggest store in over a decade at Hatfield's Galleria
The first Toys for Less store is almost twice the size of an average Entertainer store and stocks over 5,000 different toys, with the majority selling for 30% less than in The Entertainer’s other 150 stores.
The vast range of toys, games and collectibles includes Lego, squishy dumplings and fidget toys alongside the hottest licensed ranges from Pokémon, One Piece, Toy Story 5, Paw Patrol and Barbie, as well as the retailer's popular Early Learning Centre, Meccano and Addo private label ranges.
Located at The Galleria, the region’s leading outlet shopping destination, the new store has joined a host of other leading brands, including M&S, Le Creuset and Waterstones.
Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said: “Our Toys for Less outlet store in Hatfield is our biggest new store for over a decade and is an important extension to our existing trading approach. While there will be further Toys for Less stores opening later this year, these are very much complementary to our 150-strong core estate and will not replace them or compete in our existing catchments
“We’re very excited to have joined the great line-up of shops at The Galleria and to have brought Hertfordshire customers truly incredible deals on the toys, games, puzzles and collectibles that they love."
Graham Clark, Leasing Director, The Galleria Hatfield, said: “We’re delighted to welcome The Entertainer to The Galleria. This exciting new outlet store is a fantastic addition to our retail mix, bringing a much-loved family brand to the centre and enhancing our offer for visitors of all ages. The opening reflects our continued commitment to attracting leading names and delivering great value and experiences for our guests.
“We’re confident The Entertainer will be a huge hit with our shoppers, and we look forward to seeing the store thrive as part of our community.”
For more information on The Entertainer, please visit www.thetoyshop.com.
Generation Media launches in North America with senior client partnership hires
Generation Media is expanding into North America as demand grows for agile agencies delivering fast, creative and effective media and communications strategies.
The UK-founded children’s, family and gaming media specialist is strengthening its presence with a new office in New York and two senior hires to support regional growth.
Caity Press and Zach Smith join as Vice Presidents – Client Partnerships, bringing deep category expertise, established client relationships and extensive US market experience. Their appointments will support Generation Media’s North American ambitions, including growing its US client base.
Caity joins from Beacon Media Group to lead Toys, Games and Entertainment partnerships. With more than a decade of experience across toys, collectibles, games, entertainment and CPG, she has a strong track record helping brands cut through in competitive categories through efficient, insight-led media investment.
Zach joins from PowerPhyl Media Solutions, where he was Vice President, Media Director. He will lead Generation Media’s Gaming and Fandoms proposition in North America, drawing on more than 20 years of experience across games, tech, childcare products and collectibles. He has held senior roles at Tangible Media and Gameloft and will focus on category leadership, growth opportunities and revenue generation.
The appointments mark a major milestone in Generation Media’s international growth strategy as it enters the world’s largest media market. Founded in the UK in 2008 with six employees, Generation Media now has more than 60 team members across the UK and Germany, operates in over 58 markets and generates more than $100m in annual billings. In 2024, it won Independent European Agency of the Year at the Indie Awards.
Alongside its core sectors, the agency has expanded into publishing, finance, fashion, retail and FMCG. Its US expansion reflects a broader ambition to scale its approach internationally.
“Building our North American presence is a crucial next step for Generation Media,” said Dean Weller, CEO. “There’s a clear need for more specialist, audience-first thinking in the region.”
Lisa Morgan, Group Managing Director, added: “Our client base is growing in the US and we’re thrilled to be investing in the right talent to unlock new opportunities and deliver that growth.”
Caity Press commented: “I’ve spent my career helping brands identify the channels and strategies that drive impact, particularly in sectors like kids, where proving effectiveness can be more complex. I’m excited to bring that experience to support the agency’s next phase of growth.”
Zach Smith added: “The US market is incredibly exciting but increasingly complex. By combining my experience with Generation Media’s approach, there is a real opportunity to help clients focus on what drives results.”
Alex Taylor-Smith, Group Director of Business Development at Generation Media, will lead this operation. He said: “We see a real opportunity to bring our strategic approach to the US, putting people before platforms to deliver scalable growth for brands and power them generation by generation.”
TG Jones faces up to 150 store closures
Modella Capital, the new owner of TG Jones, previously WHSmith, has recently announced that the business will begin a radical restructuring plan. As a result, up to 150 TG Jones stores are likely to close, putting thousands of jobs at risk.
When discussing plans with landlords, Modella blamed “weak consumer spending” for this decision.
Eight of TG Jones’ stores will close immediately. Modella is now demanding 100% rent holidays on about 100 more, as first reported by The Telegraph.
According to The Guardian, Modella also wants 75% rent reductions on hundreds more stores for a year, with cuts of between 15% and 75% beyond that period. If landlords refuse the rent holidays and cuts, the stores could shut.
TG Jones staff were told that between 100 and 150 outlets were likely to close as a result of the process.
Modella also said that increasing costs and geopolitical tensions had continued to keep TG Jones unprofitable, while acknowledging that the rebrand had also affected trading performance.
The restructuring proposal still requires approval from creditors through a vote, as well as confirmation via court proceedings.
A TG Jones spokesperson told The Guardian: “This decision has not been taken lightly. While we continue to believe in the strength of the core business, TG Jones has experienced highly challenging trading conditions over the past year, along with many other brick-and-mortar retailers.
“Weak consumer spending and cost-of-living pressures, combined with rising operating costs as a direct result of government policy and recent geopolitical events, have meant that the company as a whole has remained loss-making.
“The forced name change from WHSmith has also negatively impacted consumer awareness, despite the fact that the proposition has improved.”
The spokesperson said the plan was an “essential part of the company’s turnaround” under which Modella would invest £35m. The restructure was “designed to protect the substantial core of the store estate and create a stronger, more sustainable business that can continue to serve customers for years to come.”
A.B.Gee to host Show Week for suppliers and retailers this summer
A.B.Gee is set to host its Show Week from 13th–17th July, opening its showroom doors to both existing and prospective customers for a focused week of product discovery, supplier engagement and planning ahead of the key autumn/winter selling season.
The event will bring together more than 30 suppliers across a broad mix of categories, offering visitors the opportunity to explore a wide and diverse product range all under one roof. With many suppliers attending in person, customers will benefit from direct insight into newness, key lines and upcoming opportunities across licensed, collectibles, impulse, arts and crafts and more.
Designed to be both commercial and engaging, Show Week will feature a combination of product showcases, supplier presentations and exclusive show offers, giving attendees a strong platform to build ranges and identify growth opportunities for the second half of the year. Visitors will also experience exceptional, recently refurbished showrooms, providing an enhanced and modern environment in which to explore the latest products.
A.B.Gee has already seen strong early interest from a mix of key accounts and independent retailers, with attendance building following the initial launch. The event also provides a valuable opportunity for retailers to consolidate meetings and maximise efficiency, viewing multiple suppliers and categories in a single visit.
Alongside the commercial focus, A.B.Gee is aiming to create a memorable and interactive experience. Several suppliers will be hosting hands-on product demonstrations to bring ranges to life and enhance visitor engagement.
In addition, there will be games and competitions running throughout the week, adding an extra layer of interaction for visitors during their time at the event.
Catering will also be provided, ensuring a welcoming and comfortable experience, alongside the chance to meet and engage with the friendly A.B.Gee sales team.
Aaron King at A.B.Gee commented: “The aim of Show Week is simple, to bring as much value as possible to both our customers and supplier partners. It’s about creating the right environment to showcase product, have meaningful conversations and ultimately drive business forward into autumn/winter.”
With momentum building and a strong supplier line-up confirmed, A.B.Gee Show Week is set to be a key date in the industry calendar this summer. Get in touch today for more details or head over to www.abgee.co.uk.
Character Options reports first-half profit growth
Strong sales for brands such as Goo Jit Zu, Sticki Rolls, Peppa Pig and Taba Squishy ranges, plus a strong first half performance in Scandinavia by its fully owned subsidiary Proxy, contributed to Character Options‘ enhanced results.
Full-year results are expected to come in ahead of current market expectations. Second-half momentum is expected to strengthen, supported by a strong product pipeline, sustained margin levels and disciplined cost management.
Character delivered a strong first half, with profit before tax and highlighted items up 15% to £2.4m – double the Group’s full 2025 financial year result. Sales were lower year on year, however, due to the impact of US tariffs, margins and disciplined cost control supported the improved performance.
For FY2026, the Group continues to expect broadly flat turnover whilst maintaining HY2026 gross margin gains, attributable to the geographical sales mix and new product additions. Character also expects the benefit of the cost management measures to continue into the second half. Rental income from and/or a potential sale of Infinity House would further reduce costs and strengthen the balance sheet and liquidity.
Subject to delivering forecast trading performance in Q4, the Group’s key trading period, the Board currently expects profit before tax and highlighted items for the year ending 31st August 2026 to be ahead of current market expectations.
Game Guru opens second location
On Thursday 14th May, Toy World was invited to the opening of the second Game Guru café at the Touchwood Shopping Centre in Solihull, Birmingham. The new location is perfectly positioned to catch the eye of visitors due to its prime location in the shopping centre.
Taking the experience and feedback from their first Game Guru opening at the Utilia Arena just over six months ago, Toy World spoke with Krishna and Faheem about the changes and vision for the venue.
Krishna explained: “The biggest change has been refining the overall customer experience. We have invested more into the café environment, customer flow, gaming areas and product presentation to create a more premium and immersive experience. We also expanded the dedicated play space and improved the way retail integrates with gameplay and community events.”
One of the key additions at Touchwood is the new physical game library menu system, designed to make discovering games much easier for customers. The library includes information such as age range, player count, play time and game difficulty, along with clear location references to help customers easily find titles within the store.
“We also introduced dedicated Guru team members who help teach and recommend games, making the experience much more accessible for families, casual players and new hobby gamers,” added Krishna.
The launch exceeded expectations, with engagement across the gaming space, café and retail sections. Feedback has been extremely positive: in particular, customers responded well to the overall atmosphere, the gaming library, the café experience and the opportunity to discover and play products before purchasing.
The second Game Guru location is larger than the first, allowing for more retail space, and with opening hours of 10am-10pm Monday to Sunday, there’s also a big opportunity for sales. With the retailer keeping on top of toy/game trends, it can diversify its product offering and act swiftly whilst doing so.
For more information, contact Krishna at krishna@booghe.com
Simm Spielwaren’s Lena brand arrives in the UK
Simm Spielwaren has announced its collaboration with Jeremy Robinson to develop the UK/I market across its entire product portfolio.
Simm Spielwaren, known for its Lena, Darda and Lena Tin Toys brands, manufactures high-quality toys. All Simm plastic products and tin toys are produced in Simm’s own factory located in the Czech Republic, allowing the brand to respond quickly and flexibly to the customers’ individual needs.
Talking about the partnership, Jeremy explained that the range from Simm perfectly complements his existing activities, allowing him to offer additional categories with a key focus on the vehicles category across multiple formats.
As Lena celebrates its 100th anniversary, its vehicle portfolio stands as a testament to both heritage and continuous innovation. From large-scale construction trucks to detailed, realistic models and entry-level ranges, Lena offers a comprehensive universe of play vehicles designed to inspire children across all age groups.
At the premium end of the portfolio, the Giga Trucks line delivers an unmistakable statement: bigger, stronger and built for real play. With sizes ranging from approximately 50 to over 100 cm, these vehicles are designed to create immediate impact – both in play and at retail.
Complementing this large-scale segment, the Worxx line focuses on realism and technical detail. These vehicles are designed for children who want to understand how construction machinery works. With licensed models such as Volvo construction vehicles and features like articulated steering, locking dump beds, or functional lifting mechanisms, Worxx brings authentic engineering into the playroom. The result is a more immersive and realistic play experience, where children can recreate real-world construction and logistics scenarios with remarkable accuracy.
Beyond these two flagship lines, Lena’s strength lies in the breadth of its vehicle ecosystem. Product families such as Truxx, Truckies and Workies offer compact, affordable options that maintain the same core values of durability and play functionality. These ranges are ideal entry points, designed for younger children while still delivering engaging features like moving parts and robust construction. For even younger audiences, lines like My First Racers introduce playful, easy-to-handle vehicles that support early motor skills and first role play experiences.
At the same time, Lena continues to evolve with the market. Concepts such as Eco Giga Trucks reflect a growing awareness of sustainability while maintaining the brand’s commitment to quality and durability. This combination of tradition and forward-thinking development is what keeps the portfolio relevant across generations.
For further information on Lena’s diverse range, please contact Jeremy Robinson, UK Country Manager, via 07772 482 255 or j.robinson@simm-spielwaren.de
Tally Up! gets exclusive UK release through Zatu Distribution
Tally Up! is the latest title from Eric Olsen, the creative mind behind the global card game sensation Flip 7 and made its UK debut at UK Games Expo (UKGE), where Tally Up! was showcased through Zatu Distribution and was available to buy at the Waterstones retail stand during the event, followed by a wider retail release across the UK.
Tally Up! is a fast-paced, push-your-luck dice game that challenges players to master the art of the exit. The game has players decide whether to bank their points or risk a ‘Bust’ for a higher score. Unlike traditional dice games where players wait for their turn, in Tally Up!, everyone plays and scores every round, creating a constant environment of tension and social engagement. What makes the game different is six colourful Tally Dice, categorised into Low, Medium and High Risk. While the active player chooses which dice to roll, every player must simultaneously decide whether they are in or out. A single roll can skyrocket the running total. If two stars appear, everyone still in goes bust. But if three stars appear, then everyone can gain a bonus.
Eric Olsen, designer of Tally Up!, said: “Where Flip 7 was about one more card, Tally Up! is about one more roll. I’ve loved putting together Tally Up!, and we’re delighted to be launching the game to UK retailers through the powerhouse that is Zatu Distribution. After a Walmart release in the US, a UKGE release with Waterstones is everything we could want for the game, and we can’t wait to see how UK gamers get on with it.”
The game also includes an optional digital scoring companion app.
Retailers looking to secure the latest licensed titles from Zatu should contact Rory, Head of Distribution, at rory.kelly@zatu.co.uk or call 01603 937 846.
Smart Toys and Games to distribute Bopster Fidget Toys in UK and Ireland
Smart Toys and Games has announced a new partnership with Click Europe, becoming the exclusive UK and Ireland distributor for the Bopster brand of high-quality fidget toys and sensory play products.
The partnership brings together two companies with a shared commitment to delivering engaging, inspiring and thoughtfully designed products that combine fun with developmental and educational benefits.
Known for its award-winning range of educational games and brainteaser puzzles, Smart Toys and Games sees Bopster as a natural addition to its growing portfolio, with the brand’s colourful and tactile fidget range appealing to retailers across the toy, gift and education sectors. Bopster fits perfectly into Smart’s current portfolio of award-winning brands including SmartGames, IQ, Recent Toys, Hape, Wow Toys and SmartMax. The new distribution partnership supports Smart’s growing presence in the fidget toy and brainteaser puzzle categories.
The Bopster range includes a variety of tactile, collectible and sensory-driven toys designed to support focus, relaxation and everyday play, making them ideal for gifting, pocket-money purchases and seasonal impulse sales. Joining the line-up this summer is a new Neon collection, with colourful eye-catching spinner displays that will brighten up any shelf.
Sales enquiries are to be sent to uk@smart.be or call 01903 885 669.
Hamleys opens two new travel stores
Hamleys has boosted its travel point presence in the UK with a new pop-up store in London’s Liverpool Street Station and a new location set to open at Heathrow T2 this month.
Already in London Bridge and St. Pancras stations in the capital, the latest 500 sq ft store offers a range of Hamleys plush bears and other animals, to pocket money toys from slime and magic tricks to mini-vehicles and a selection of travel-friendly products from card games and sticker books to compact board game packs.
Already in Heathrow T4 and Stansted airports, the new T2 store in Heathrow, set to open in mid-June, will cover 1,000 sq ft and carry Hamleys' signature bear range, novelty gadgets, pocket money toys, travel-friendly games and puzzles alongside tech toys, dolls and action figures and small and medium construction sets from Lego and Playmobil.
“Our travel estate performs consistently well for us around the world, and we are very excited to enter Liverpool Street and expand our presence at Heathrow,” said Keane Herman, Hamleys UK Head of Retail. “Our formats have been tested and refined over many years in stations and airports – they are built for grab-and-go speed, fun and bright gifting ideas, and we know they will do well this summer and beyond.”
In addition to the iconic Regent Street toy shop in London, Hamleys is a global brand, currently operating in 13 countries with 175 shops, with locations including Italy, India, UAE, China, Philippines and Mexico.
Moose Toys expands global leadership team
As new Chief Brand Officer, Joe Lawandus will accelerate the company’s global brand vision across Moose-owned IP, partner brands and entertainment-led franchises, guiding long-term brand and product strategy, supporting the continued expansion of Moose’s portfolio and ensuring consistent, high-impact brand building across global markets as the business continues to scale. Joe will be based in Los Angeles and will report directly to Moose Toys CEO Ronnie Frankowski.
Logan Stone has been promoted to Senior Vice President, Marketing Center of Excellence, reflecting her leadership and impact across Moose’s global marketing organisation. Previously serving as Vice President, Marketing and Brand Strategy for the UK and Europe, Logan brings deep global experience to the role and will be relocating to the Los Angeles office, reporting to Joe.
Further strengthening Moose’s creative leadership, Anthony “Mossy” Moss has joined the company as Head of Marketing Creative, based in Melbourne, Australia. Reporting to Logan, Anthony leads the Marketing Creative team within Boombox Marketing Services, spearheading creative vision, marketing content development and creative design while shaping storytelling that engages, entertains and converts. Lise Brende has joined Moose Toys as Head of Consumer Insights; she reports to Logan Stone and is based in Los Angeles. In her role at Moose, she will lead the consumer insights function globally, with responsibility for research and customer service teams. Judy McCool as General Counsel, will oversee all legal affairs for the company, supporting global operations, partnerships and long-term strategic initiatives, based in Los Angeles.
“These leadership updates reflect the depth of talent we continue to build across Moose as our business grows in scale and ambition,” said Ronnie Frankowski. “Each of these leaders brings strong expertise, collaboration and a shared commitment to our culture, further strengthening our capabilities across the business as we look ahead to a bold future.”
The Lego Group partners with BAFTA to inspire next generation of creators
The Lego Group has announced a year-long partnership with BAFTA’s talent programme, Young BAFTA, underscoring its commitment to fostering creativity and innovation among the next generation.
Young BAFTA is a central part of the arts charity’s year-round talent programming, providing pathways into the screen industries for children and young people across the UK. By developing essential transferable skills, the programme ensures all young people can access the arts to boost mental wellbeing and self-expression. Through national roadshow visits to schools, competitions like Young Game Designers and Young Presenters and a range of skills-building workshops, Young BAFTA helps nurture creativity and raise career aspirations.
As an official partner of Young BAFTA, the Lego Group will continue to build on its mission to empower children through play and creativity, offering kids unique opportunities to explore rich and diverse stories. This collaboration kicks off alongside the Lego Insiders Club x Aardman short film Boop, a story inspired by kids’ creations using the Lego Play app’s stop-motion studio tool celebrating themes of friendship, self-identity and creativity. Through the partnership, the Lego Group aims to reflect these themes by nurturing young talent with workshops, mentorship opportunities and access to industry insights to cultivate the skills and confidence of tomorrow’s storytellers.
Anna Rafferty, SVP of Digital Consumer Engagement at the Lego Group, said: “We are thrilled to bring the Lego Group and Young BAFTA together, two organisations united by a shared belief in the power of creativity and storytelling. This is an exciting opportunity to spark the next generation of young storytellers, putting creative opportunities, tools and inspiration directly at their fingertips.”
The Lego Group’s social impact initiatives harness the power of play to support millions of children around the world. By making play more accessible and equipping kids with playful tools to navigate life’s challenges and shape a better future, the Lego Group is committed to helping children thrive.
Logan Stone
Industry Moves
Goliath bolsters global licensing team with key appointments
Goliath has announced that Emma Weber will be taking on expanded responsibilities as Vice President, Global Licensing, as the company continues to accelerate growth across its world-class portfolio of toys, games and entertainment-driven brands. Emma will oversee Goliath’s global licensing strategy, focused on expanding partnerships across entertainment, publishing, lifestyle and emerging consumer trends. She is joined by Casey Liu, Licensing and Inventor Relations Manager, further strengthening Goliath’s focus on strategic collaborations, inventor relationships and globally relevant brand partnerships. Together, the team will help accelerate new opportunities across Goliath’s growing portfolio while creating partnerships and products that resonate with consumers worldwide.
“Emma and Casey are absolute rock stars and exactly the kind of leaders you want building the future of a licensing business,” said Brian Weiss, President of North America and Global Toys at Goliath. “They understand culture, they understand fandoms and most importantly, they understand how to turn great ideas into products and partnerships that consumers genuinely get excited about. We are not in the label-slapping business. We are in the big brand building business, both for our licensing partners and for ourselves.
Consumers know when a product is truly authentic to a brand, and so does our team. That’s the standard we’re building around.” Goliath’s licensing momentum continues to accelerate, including partnerships tied to global sensations such as Clickeez, alongside several high-profile collaborations across additional categories set to be announced soon.
University Games strengthens commercial team with key senior appointments
University Games has announced two significant appointments as part of its ongoing strategy to strengthen its UK and international business operations.
The company has appointed Sally Irwin to the role of European Export Manager, reflecting a strategic focus on accelerating growth across export markets. Sally, who began her career at University Games managing a sales territory before progressing to National Account Manager, will now lead the company’s expansion across Europe and beyond. While she will continue to oversee a selection of key retail accounts, she will now be focused on driving export development.
In addition, University Games has welcomed David Adams to the business as Senior National Account Manager. David brings a wealth of industry experience, having previously held roles at Mookie Toys and Spin Master, and most recently serving as Sales Director at Curious Universe. His new role will include managing and expanding the Amazon account, alongside leveraging his extensive experience across national retail channels.
Mark Jones, Sales Director at University Games, commented: “I’d like to offer my congratulations to Sally on her progression and welcome David to the team. Both appointments demonstrate our commitment to continued growth and driving the business forward over the coming years.”
These appointments underline University Games’ continued investment and ambition to expand both domestically and internationally within the competitive games and puzzles market.
Kayes of Cardiff welcomes James Keys to sales team
Kayes of Cardiff has announced an addition to its team of Sales Representatives and Sales Agents with the appointment of James Keys of LJK Sales Agents. James will be looking after London and the South East region on behalf of Kayes of Cardiff, in addition to his current agencies.
MD Philip Kaye commented: “The appointment of James is a very welcome addition; he will complement our existing team with his experience within the independent toy sector. This means we will now have coverage of all of the UK mainland with our sales force of nine people."
James can be contacted on 07545 182 664 or james@ljksales.co.uk
The news comes as Kayes of Cardiff enters into a new partnership with LA Brands and its range of Cryptic Killers murder mystery games. This range will enhance the company’s offering in the ever-growing Kidult sector.
Philip said: “We are very excited to be adding this unique brand to our existing portfolio serving the toy independent sector with immediate effect and will be offering the full range across the UK.”
LA Brands’ Andrew Hobbs added: “We are delighted to be working with Kayes of Cardiff. Being well established within the independent sector, Kayes will enhance our ability to reach a broad range of customers via its vast network of indie retailers.”
Emma Weber
Casey Liu
Marketing World
Storytime Media shares strategy for the year ahead
As specialist media agency Storytime Media nears its first birthday since launch, Co-Founder and Managing Director, Tristan Brooks, shares his perspective on the company’s progress and the areas the business will focus on in the year ahead.
“This past year has really been a ‘proof of concept’ year for Storytime Media. Now, one year in and with 12 clients onboard, we know there’s a strong appetite within the Toys and Games category for a new type of ‘digital first’ specialist media agency which is agile and focused on using data to integrate stronger storytelling into all campaigns.
Social media spend by toys and games advertisers overtook all other media spend in 2025. This marks a shift in focus from awareness media (like linear TV), with companies now prioritising engagement media, such as TikTok. More brands vying for attention on fewer platforms creates more ‘noise’ and makes it harder to be seen. At Storytime Media, we work closely with our clients to zero in on grabbing our audience's attention. Our aim is to create engaging storytelling which is integrated through all elements of the media campaign, connecting all the way through to point-of-sale.
We also understand the increasing complexity marketeers are now faced with; there’s the growing list of responsibilities, squeezed marketing budgets and resources. At Storytime Media, we’ve fused planning and activation roles to streamline the process ‘end-toend’, allowing us to collaborate effectively with clients. Our clients work directly with those who not only plan but also manage and deliver the campaigns and have a perspective over media and creative performance in real-time.
It’s important for the agency to continue building meaningful partnerships that deliver real value for our clients, be that in media, PR, creative, content or data. By working with the right partners, we aim to build and deliver more impactful and integrated campaigns.”
Posh Paws unveils Kawaii Kuties window at Hamleys
Posh Paws proudly unveiled a brand-new window display at Hamleys' iconic Regent Street store that ran for six weeks covering both May bank holiday weekends, showcasing its trend-led, Korean-inspired Kawaii Kuties plush toys and gifts.
Partnering with Hamleys to feature its Kawaii Kuties brand marks a significant milestone for Posh Paws and highlights the growing strength and appeal of the brand. Being selected for such a prominent display in the heart of London underscores Posh Paws’ continued investment in establishing Kawaii Kuties as a leading pop-culture brand, both in the UK and internationally.
“Seeing our brand brought to life at such an iconic toy store is incredible and a testament to its strength and appeal,” said Lauren Shipman, Brand and Marketing Director at Posh Paws. “We’re seeing strong demand from licensing partners to extend Kawaii Kuties into new categories, and we’re continuing to invest in fresh products, trend-led designs and impactful campaigns to further establish the brand in the UK and internationally.”
Following increased demand for the brand to be licensed out into new product categories, Posh Paws will be showcasing the Kawaii Kuties brand at Brand Licensing Europe this October (Stand B234), marking another first for the company. For those interested in exploring licensing opportunities with Kawaii Kuties and are attending the Licensing Expo or Brand Licensing Europe in London, Posh Paws would be delighted to connect – please reach out to arrange a meeting with the licensing team.
Little Tikes launches summer Cozy Coupe campaign
As football fever builds ahead of this year’s huge sporting summer, Little Tikes is launching a creative football-themed summer campaign, that positions its iconic Cozy Coupe range as the ‘Official Children’s Car of the Summer’. Launching from May and running throughout July, the campaign rollout is designed to reinforce and reintroduce the timeless appeal and heritage of one of the world’s most recognisable children’s toy ranges.
Utilising football, humour and family themes, Little Tikes will tap into one of the summer’s biggest cultural moments, while creating first handshakes with new consumers and reminding gift givers why the Cozy Coupe has remained a mainstay of outdoor play for generations of little ones. The campaign’s summer-laden hero creative combines a football commentary style voiceover with iconic Cozy Coupe play to bring the toys to life through the excitement, energy and drama of match day. Visuals highlight key product features, including outdoor and indoor playability, parent powered pushing and the range’s renowned durability and build quality. The campaign will feature the classic Cozy Coupe, Cozy Coupe Dino and other available styles. Supported via a heavyweight multichannel digital and social ad campaign, the creative will see the Cozy Coupe range shared via 60-second and 30-second broadcast quality video assets. Still imagery will be served alongside to maximise engagement, extend campaign reach and increase marketing versatility.
Mayur Pattni, Head of Marketing for the UK & Ireland at MGA Entertainment, said: “Summer is a huge moment for families spending more time outdoors together, and with football set to dominate conversations, it felt like the perfect opportunity to create something playful, relevant and memorable. Our goal is to maintain strong visibility during this key seasonal window, while reminding consumers why the Cozy Coupe range has remained a mainstay of outdoor play for over 40 years.”
For more information on the Cozy Coupe range, call 07488 335 251 or visit www.mgae.com.
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Opinion
Five shifts reshaping kids’ media in 2026
Emilie Flanders looks at how kids consume content across online platforms and dissects how brands can in turn maximise on aligning their campaigns where they’ll make the most impact.
experience itself. Rather than interrupting gameplay, brands can appear naturally through immersive worlds, rewarded video, branded items and playable experiences – creating more engaging interactions with audiences who are increasingly resistant to traditional ad formats.
Alongside this, we’re also seeing growth in other gaming opportunities including rewarded video within mobile gaming apps, animated video and interactive formats through kid-safe gaming partners, creator-led Minecraft integrations and more contextual gaming placements that allow brands to align with specific game genres and audiences in a safer, more measurable way.
2. Kids podcasts are becoming a new opportunity for brands
repurposing TV creative into vertical video. Instead, brands are creating native Shorts content designed around creator trends, fast-paced edits and product reveals that feel natural within the feed.
We’re also seeing Shorts become more integrated into wider entertainment ecosystems. Moonbug, for example, is developing Shorts-first branded integrations around creators and IPs like Blippi, allowing brands to feel embedded within the content itself rather than simply sitting around it.
4. Rise of mobile devices when watching YouTube content
Kids’ video planning has historically prioritised connected TV and co-viewing environments. While CTV still plays an important role in premium family viewing, most kids’ YouTube consumption now happens on mobile and tablet devices.
KKids now consume content across more platforms, devices and formats than ever before, making the path to reaching them increasingly fragmented. Attention is split across gaming, creators, Shorts, streaming and mobile-first environments, meaning brands must continually evolve how they show up.
Success now depends on understanding how these platforms work together and creating campaigns that feel native to the environments kids are already spending time in.
1. Roblox is opening back up for brands
One of the biggest shifts within the kids’ media landscape is that Roblox is re-emerging as a viable ad platform for under-13 audiences again. After a period where privacy changes and regulation limited the ability for brands to activate within the platform, new partnerships and contextual targeting capabilities are now reopening Roblox in a much safer and compliant way for advertisers.
Roblox is no longer just a gaming platform; for many kids, it functions as a digital social space where gaming, creators, entertainment and community intersect. With around 45% of kids actively using the platform, it has become one of the most important environments for reaching younger audiences at scale.
What makes Roblox particularly valuable for toy brands is the ability to integrate directly into the
Kids podcasts have emerged recently as a new way for brands to reach kids, particularly as audio becomes more embedded within everyday family routines. Unlike traditional podcasts aimed at adults, these environments are designed specifically for children and families, creating more relevant and engaging opportunities for toy brands.
We’re now able to run advertising across kids’ podcasts, opening a new way to reach younger audiences within highly engaged listening environments. Opportunities include host reads, custom personally endorsed assets and pre-recorded ads across popular children’s podcast content.
Latest research found that nearly all listening within the family podcast ecosystem comes from parents and children listening together. This gives brands the opportunity to reach both the influencer and purchaser at the same time, within a more trusted and attentive environment.
As a result, we’re seeing growing interest in hostread ads, sponsored segments and custom storytelling integrations that feel much more naturally woven into the content experience.
3. Shorts are now essential for discovery
YouTube Shorts was once treated as an added extra within media plans, but it’s now becoming an essential way for brands to reach younger audiences. Recent research showed that 40% of UK kids are now regularly watching Shorts content, using it in a very similar way to TikTok for entertainment and discovery. That audience has grown by 35% year-on-year, highlighting just how quickly short-form viewing habits are accelerating amongst younger audiences.
The strongest performing campaigns are no longer
This creates a major opportunity within YouTube planning. Platforms increasingly optimise delivery towards Connected TV inventory because it is viewed as higher quality and often drives stronger viewability metrics. However, actual kids’ behaviour remains highly mobile-first, particularly across YouTube and Shorts consumption.
One of the key shifts we’re noticing is that device behaviour now varies significantly by platform and content type. Kids are increasingly consuming YouTube on mobile and tablet devices, while broadcast TV remains heavily weighted towards connected TV viewing. Because of this, brands should avoid optimising campaigns in a blanket way across all devices.
5. The future is all about adaptability
The biggest takeaway for 2026 is that there is no longer a single route to reaching kids effectively. Attention is increasingly fragmented across gaming, creators, Shorts, podcasts, streaming and mobile-first platforms, requiring brands to become far more adaptable in their approach.
The brands performing strongest are those evolving alongside these behaviours – embracing platformnative creative, testing emerging formats early and understanding how channels work together rather than treating them in isolation.
As kids’ media habits continue to evolve, success will come from building campaigns that feel natural, relevant and additive within the environments kids already choose to spend time in.
Emilie Flanders Associate Director at Generation Media
One of the biggest barriers to playing board games isn’t how to play – it’s who to play with. When people feel on their own, it’s harder to enjoy the moments of connection and joy that games are designed to create.
Board games are powerful. They bring people together, spark genuine conversations and help us switch off from everyday life. Even a short break from our screens to laugh and play can have a positive impact on our mental wellbeing.
That’s why we’re proud to be partnering with Mind. Together, we’re working to support mental wellbeing through the power of play: making games more accessible, encouraging more people to play more often, and championing better mental health for everyone. No one should struggle with a mental health problem alone.
Licensing World
MV Sports showcases expansive Bluey pre-school range
With warmer weather on the horizon and outdoor play taking centre stage, Bluey remains a standout licence for the season. Its focus on everyday adventures, family life and imagination translates seamlessly into active play.
Imaginative play sits at the heart of the range, with the Bluey Play Tent offering a dedicated space for creativity and storytelling. Fully printed panels bring familiar scenes to life, creating an environment that encourages children to act out their own adventures. Tie back doors add flexibility, allowing the space to shift between open play and a more enclosed den, while the lightweight design and simple assembly make it easy to move between indoor and outdoor use.
Wheeled play continues to be a key driver, led by the award winning Bluey 4x4 Ride-On. A working horn and sound features add an interactive layer, while chunky deep tread tyres support a more confident ride. The comfort moulded seat and intuitive steering create a smooth user experience, making it well suited to a range of environments.
The Bluey Tilt & Glo Scooter with Lights brings together movement, coordination and strong visual appeal. Tilt and turn steering encourages natural rider development, supported by a wide footplate for stability. Multi-coloured light up wheels create eyecatching motion, while the push button stem features seven light modes to enhance the overall effect. Combined with bold character graphics, it offers strong presence both on shelf and in use.
For younger riders, the Bluey Balance Bike with Light Up Wheels supports early stages of independent movement. The lightweight frame keeps handling easy, while adjustable seat and handlebars allow the product to grow with the child.
Outdoor play is further supported with the Bluey 4-in-1 Bumper Box of Garden Games, offering a versatile mix of activities including pop and catch, sticky catch, a target shot and bat and ball set. Designed to keep children active, it encourages coordination and social interaction while remaining durable enough for repeated use.
Hasbro announces Ultimate Grogu animatronic
Hasbro has unveiled Ultimate Grogu, a first-of-its-kind animatronic of the beloved Star Wars character, Grogu. The 1:1 scale premium animatronic Grogu is crafted for collectors, fans and cosplayers.
“Our goal with Ultimate Grogu was to make fans feel like he’s truly part of their world,” said Adam Biehl, Head of Disney Action Brands at Hasbro. “Our design and development team spent hours studying how the character came to life in The Mandalorian series, striving to capture his personality and movements. Powered by our long-standing collaboration with Disney Consumer Products, we’re launching the most life-like, interactive and expressive Grogu character Hasbro has ever created.”
The Ultimate Grogu product features built-in motors, sensors and microphones to deliver over 250 animations and sounds. The animatronic boasts three different modes of play which include endearing movements like waving, giggling and even toddling forward, in ways that make Grogu incredibly life-like. Ultimate Grogu features premium materials, painstakingly crafted into screen-accurate details, such as his soft skin face and rooted hair, soft fabric robe, chainmail, cross strap, satchel and beskar rondel armour.
Moshi Monsters and Wheel in Motion team up
for new TV series
Moshi Monsters, the beloved children’s online game that became a global phenomenon and the UK’s most licensed property in the early 2010s, is evolving into a new animated action-comedy television series, marking its full-scale comeback as a multi-platform entertainment franchise.
Targeting a late 2028 launch, the series will reimagine the colourful Moshi universe for broadcast and streaming audiences, offering fast-paced, character-driven stories, introducing the brand to a new generation of kids while engaging long-time fans.
The show is primarily aimed at an audience aged 6-12, while also engaging legacy fans who grew up with the brand. Ross MacLeod, Mind Candy CCO, said: “This is just the start of our multi-platform relaunch across games, toys and more, and we can’t wait to introduce the Moshi universe to a whole new generation while celebrating the creativity and imagination that made it a global phenomenon.”
The television series forms the centrepiece of a broader multiplatform relaunch: a new Moshi Monsters game will enter Early Access in summer 2026 ahead of a global launch in Q3 2027, and new toy and merchandise lines are scheduled from 2028, positioning the brand for a coordinated return across screens, games and consumer products.
Moomin collaboration strengthens Nordic growth strategy for Plus-Plus
Plus-Plus has launched a new product line based on the iconic Moomins, in collaboration with Rights & Brands. The launch is part of the company’s strategy to accelerate growth through strong, culturally rooted licences. With this collaboration, Plus-Plus brings one of the Nordic region’s most beloved stories into its creative universe, while strengthening its position in its core Nordic markets, where the Moomins hold strong cultural significance.
“We see great potential in combining our open-ended creative play with strong stories that already hold a special place with both children and adults. The Moomins is not just a brand – it’s part of the Nordic identity,” said Martin Pihl, CEO of Plus-Plus.
The partnership with Rights & Brands gives Plus-Plus access to one of the most established licensing portfolios in the Nordic region. At the same time, the launch reflects a broader trend in the toy industry, where classic, emotionally rooted universes are gaining traction as an alternative to screen-based entertainment.
“We are seeing increasing demand for products that combine play, learning and meaningful storytelling. The Moomins are a natural fit within our universe,” added Martin.
The product line has just launched and will be available in more than 40 countries. In the UK, Plus-Plus recently showcased the range at the Toymaster Show in Harrogate.
To get in touch with the Plus-Plus team, call 0333 050 0144 or email info.uk@plus-plus.com
Jakks Pacific renews Disney ILY 4Ever global licence
Jakks Pacific and Disney Consumer Products have renewed their global licensing agreement for the Disney ILY 4Ever doll line until 31st December 2027, across key markets around the world.
Disney ILY 4Ever is a line that Jakks Pacific helped bring to life, delivering real world fashion styles with designs inspired by beloved Disney characters. The collection features character inspirations across Disney franchises, offering something for the Disney fan across all ages and includes fan-favourites such as Stitch, Minnie Mouse, Disney Princess, 101 Dalmatians, Toy Story, Frozen, Winnie the Pooh and many more.
The agreement covers a full range of Disney ILY 4Ever product categories, including 18-inch large dolls, fashion dolls, 6-inch dolls, micro dolls and accompanying accessories, as well as doll clothing and playsets, spanning a wide range of price points. It also extends the line with the new Snugg-ily Styles segment featuring 6-inch collectible dolls donning character onesies, bringing a fresh, on-trend product offering to Disney fans beginning autumn of 2026.
“Our renewal with Disney builds on Jakks’ proven track record of launching and growing Disney intellectual properties, including Disney ILY 4Ever, Disney Princess Style Collection and Disney Darlings, demonstrating the company’s ability to blend creative vision with deep consumer insights,” said Lisa Tauber, Executive Vice President of Marketing of Jakks Pacific. “Jakks Pacific has been a Disney licensing partner for nearly three decades, making this one of the most enduring relationships in the global toy industry. It reflects the strength of our 360-degree marketing approach and shared commitment to delivering innovative, fan-inspired products that resonate with kids and collectors around the world.”
The company is also working to extend the brand’s reach through new co-branding opportunities beyond the traditional toy aisle, further expanding the Disney ILY 4Ever universe for fans of all ages. The full Disney ILY 4Ever collection is available at Target in the US and other retail partners including Amazon and Walmart.
Meccano unveils Ducati licensing partnership
Meccano has unveiled a global licensing partnership with Ducati Motor Holding, bringing the iconic Ducati Monster to the Meccano Pro range for teenage and adult builders. This marks Meccano’s second licensed launch since Addo Play, part of The Teal Group which also owns The Entertainer, acquired the brand in 2025, strengthening its position as a destination for an authentic mechanical experience.
With over a century of heritage for Meccano, and Ducati reaching its 100th anniversary in 2026, both brands share a legacy of innovation and engineering excellence. The Ducati Monster’s bold, exposed mechanics and unmistakable Italian design align naturally with Meccano’s open construction system, offering advanced builders a project that is both challenging and rewarding.
The Meccano Pro x Ducati Monster includes 315 parts, two real tools, a sticker sheet and instruction booklet and features fully functional steering, multi-piece rubber wheels, coil-spring suspension, a realistic exhaust and signature Ducati engineering details. Builders can also create their own display stand, making the finished model as satisfying to showcase as it is to assemble.
The Meccano Pro x Ducati Monster will be available globally from August/September 2026.
Alessandro Cicognani, Licensing and Merchandising Director of Ducati Motor Holding, said: “Ducati motorcycles are built to inspire emotion and performance. Partnering with Meccano allows us to bring the thrill of the Ducati Monster to fans in a hands-on way that celebrates both craftsmanship and creativity.”
Lisa Hollidge, Group Chief Commercial Officer, The Teal Group, added: “Meccano Pro gives expert adult builders’ projects that excite the imagination. The Ducati Monster embodies that perfectly through exposed mechanics, iconic design and a timeless engineering story Meccano fans will love to build, display and enjoy.”
The launch will be supported by a fully integrated 360-degree joint marketing campaign including TV advertising, digital content across Meccano’s website and social platforms. In addition, live experiential activations will bring the product to life through in-store demonstrations.
For further information on the partnership, contact pete.fuller@addoplay.com
Insight
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.
Rory Partis looks at the leading themes and trends which have been driving UK toy market growth in 2026 so far.
AA Key drivers
lthough growth slowed a little in April, partly impacted by changing Easter dates, the UK toy market has continued to perform well over the first four months of the year. The value trend with YTD April data is +8% and the volume trend is a very healthy +12%. Rather than focusing on particular categories or manufacturers to see where this strong performance is coming from, we wanted to focus on the themes and trends which are driving growth. Perhaps not unsurprisingly, the biggest theme in toys in Transportation which accounts for 11% of all value spent. The Transportation theme has also grown by +15% vs. last year. Hot Wheels is the top Transportation property; there have been over 2.6m Hot Wheels items sold in UK already this year. Looking down the list of other top properties, there is a strong representation from the Lego Group, with Lego Technic at No. 2, Lego Speed Champions at No. 3 and the next spot taken by Lego City. There is a strong presence from licences too, with Ferrari growing by +110% and Ford by +60%, alongside other growing car brands such as Bugatti and Porsche. Movies are also positively impacting the transportation theme, with Super Mario Bros growing by +23% and The Fast and the Furious by +40%. There is also a hint of nostalgia coming through with strong growth from the classic Back to the Future property.
We are seeing impressive growth trends for areas that I would broadly class as escapism, with Space, Superheroes and Fantasy Creatures adding over £17m in value so far this year, accounting for around 10% of all value. Within Superheroes, Marvel is the key growth area with Spider-Man being the main hero. This licence is growing with both the core Spider-Man range and also Spidey and His Amazing
Friends, geared towards younger kids. Other Marvel heroes are performing well, with Iron Man and His Awesome Friends and the Fantastic Four also adding value to the overall category. Batman is the key superhero property outside of Marvel, ranked as the No. 4 brand, growing by +7%. Within space, it is all about Star Wars: this property accounts for around three quarters of all space value and has added £5.5m so far this year. A large proportion of this growth is coming from the Lego Group, with the top item being the Star Wars Millennium Falcon Ultimate Collector Series at an average price of £602. In Fantasy Creatures, a selection of key brands are driving the category, with the top growth properties being Fuggler, Stranger Things, KPop Demon Hunters and Monster High. With demons and monsters being a key theme across these properties, this continues to be a popular trend in toys.
Another growing area of the toy market is Pro Sports, a theme that is the same size as superheroes so far in 2026. Formula 1 and World Soccer are the two main properties
Rory Partis Director UK Toys, EuroToys Circana
here, making up around three quarters of all sales and adding over £2m combined in the first few months of the year. Formula 1 was the standout property of 2025, and it is still growing this year. Although this is another property where the Lego Group represents a substantial part of the growth, we are also seeing gains from other
manufacturers, with Mattel, One For Fun and Topps being the standout performers. World Soccer sales have seen high shares coming from Premier League ranges such as the stickers and cards from Topps. However, in the latest month’s data, we have seen FIFA take a large share and add a good amount of value, with World Cup stickers and cards coming into the market as we approach the start of the World Cup. We should see strong sales over the next few months with two home nations, England and Scotland, competing in the tournament this year. One interesting aspect of this growth in 2026 is that it is not just stickers that are popular items. The top World Cup item is the Editions FIFA World Cup Official Trophy from the Lego Group, while the No.5 item is the FIFA World Cup 2026 Ballers Mystery Capsule from Zuru. Looking ahead, we have an impressive roster of movies this year which will play into these key trends. There are some big superhero movies coming, most notably a new SpiderMan movie and an Avengers movie. The Mandalorian & Grogu movie will boost space sales, and then we have Toy Story 5, which will impact a whole host of themes. The Paw Patrol movie in late summer is a good example of an event that can have an impact across themes, with dogs, the emergency services and dinosaurs all being represented in one movie. The year ahead should certainly see multiple themes having a positive impact on toy sales in the UK.
Licence progression:
As we approach the start of the 2026 World Cup in June, the FIFA licence has seen a rise of 100 places in April compared to its position in March. The biggest increase in value is in Non-Strategic Trading Cards/Collectible Stickers, the subclass which makes up around 45% of all FIFA value. There was also good growth in several other subclasses, with Strategic Trading Card Games, Standard Building Sets and Action Figure Collectibles all enjoying significant increases in value over the last month. The top selling FIFA licensed item so far this year is the Editions FIFA World Cup Official Trophy from the Lego Group, which has an average price of £157.
Fastest growing subclasses
Standard Building Sets is the largest subclass in value size in the UK toy market so far this year, making up 22% of all value – and it is also the top growth area too. This subclass has added just under £50m to the toy market in 2026, which is five times more than the next best-performing subclass. There are quite a few growth areas within this category, with licensing performing well alongside strong kidult products such as Lego Botanicals and Star Wars. It is also worth noting that Junior Building Sets is the 10th best performing subclass with several properties driving growth including Lego Duplo, Mega Bloks First Builders, Magna-Tiles and Marble Rush.
Traditional Plush is the second best-performing subclass in 2026, adding just under £10m in value so far this year. The top-performing property in this space is Jellycat, which has added nearly £5m so far this year, which makes Jellycat the fifth best-performing property in the total toy market. There is also growth from Fuggler, Lilo & Stitch and Palm Pals.
Miscellaneous Toys has enjoyed a strong first four months of 2026 and is the third best performing subclass over that period. Zuru’s 5 Surprise is the top property here, with items from this property taking the Top 4 spots within the subclass, with the 5 Surprise Mini Brands Kawaii Asst as the No.1. We can see a number of current trends driving this category, with MushMeez Layered Taba Squishies at No.5 and the Fidget Marble Cube Asst from Zuru at No.6.
Talking Shop On the shop floor
Ahead of the Toymaster May Show, Toy World's Caroline Tonks and Gabriela Jiménez García speak to a selection of independent retailers about how their year has been so far, their current best-sellers, what's influencing their buying decisions at this point of the year and much more.
Libby Osborne, Osborne Sports & Toys, Rushden
IIt's been a very good year so far. Before Christmas, we had two shops that also sell toys open quite near us, which we thought might affect our Christmas sales, but luckily, they didn’t. Our customers are really loyal to us, and we try to stock different ranges to our competitors. We also enjoyed a good Easter. During a typical week, it's a little quiet in the store, but our Saturdays still feel busy, as we get all the families in on that day. We have a mixture of suppliers and it’s nice to still have reps coming into the store. If the rep comes in, it’s more likely that they’ll get an order. I'm not that comfortable with ordering online – I like a hard copy catalogue. I find trying to buy online difficult because you can't see what the products are like at all. Having a photograph in a catalogue is so much better. We like to look for product that’s a little bit out of the ordinary. We’re always trying to find better quality ranges and to move away from plastic where possible. We want product that’s going to last longer, like wooden toys for younger children. There's some beautiful product around for babies, so we're doing well with that. Tactile, sensory ranges are popular too.
Pokémon has gone absolutely crazy for both adults and children – that has really helped us. Asmodee is a company which looks after us nicely. We’ve done well with games, especially out of the ordinary games. Board games are proving popular: I think it's nice that people are getting off their devices and playing board games. They are so much more sociable, especially for games nights.
Pocket money is a strong category for us, so when we’re putting stock together, we like to think of different lines that are under £10 for children who come in regularly at the weekend and see them as a treat. It’s important to keep up to date with the pocket money lines, like the squishies, fidgets and blind bags. Tactile sensory toys are very popular, if you can get hold of them. Sylvanian Families continues to go from strength to strength, and again, we've got a good rep who really looks after us with Sylvanian Families. Die cast cars will always be popular for little boys and dolls are always popular for girls, which is quite traditional.
We're all family at our store. My husband and I inherited the shop from his late mother, and my daughter works for us, as well as my granddaughter. We also have my other granddaughter who is a Saturday girl. This dynamic works nicely for us.
We've got a Hobbycraft store quite near to us, so our arts & crafts offering has become more focused since it opened. I don't try to compete with these shops. If they're selling a certain product, I'll sell something else that they haven't got. Our craft range is competitively priced, mostly around the £10 mark, so if children have birthday parties, crafts are a good option for a present that they’ll enjoy.
We do well with grandparents coming in for presents for their grandchildren, because that generation likes to see what they're buying, and they've got the time to potter around the shop to choose what they want to buy. It's just the younger generation that is too busy for that; they tend to buy online a bit more. I think it's nice to walk around a shop to feel, touch and see toys,
rather than just looking at your phone.
We run a friendly shop – sometimes it's very much like a social club. Customers will stop and have a little chat while they're there. A lot of our customers are like family. There's a lot of fourth-generation customers coming in. We've got people who’ve been coming in since they were babies and now, they've grown up, they've got children of their own. The shop's been here for 71 years.
We always like to change our window displays. We've got five windows and one is changed every week, so there's always a different combination. We like to create full window displays, not the modern minimal ones: we prefer to pack them to make people stop and have a good look.
We run special events in-store during the school holidays. We ran a colouring competition over the Easter holiday which went down really well. We had a lot of entrants, and it was difficult to choose one winner, so we ended up with about six runner ups because they were all so good.
At Easter, we also put up some little stickers around the shop so customers had to count how many eggs they could find. My granddaughter hid them so well, even I couldn't find them all. Little touches like this get people looking around the shop and it makes them stay there a bit longer.
We've looking forward to the Toymaster May Show in Harrogate, which is always fabulous. I'm hoping the weather is going to change from the cold and rain we’ve got now for the traditional Harrogate sun.
Talking Shop
Russell Lacey,
Cadfans of Tywyn, Tywyn
2026 has been a positive year so far. The Lego range continues to be a winner in our toy department, with the top lines including Lego Formula 1, Lego Technic and Lego Botanicals. Unfortunately, we’ve had a bit of an issue recently with some of our Lego stock being stolen, so we’re doing a lot of work to prevent this; we’ve installed new cameras and moved the stock closer to the till. Our biggest issue is that people will pick up Lego product, walk around the shop, so that you can’t keep track of them and walk away from the fixture – so we’re also doing a little bit of internal training on how to counter that.
Pocket money toys in the price range of £5-£10 are highly popular for us, enabling children to spend the money they’ve been gifted by their grandparents. We also work extensively with Ty – the company’s range of plush is good quality and provides nice, fresh options. We stock a lot of games too, as we’re based in a tourist location, and visitors tend to come down in caravans. On the days when it’s rainy and miserable, and people can’t go down to the beach, they often buy a board game or a card game for entertainment. Some of the most popular games at our shop include Hasbro classics such as Mouse Trap, Cluedo and Connect 4, as well as Mattel’s Scrabble, which just sell themselves.
We’ve recently expanded our games portfolio with new additions including Cards Against Humanity and Exploding Kittens. Some of our customers also come in looking for products that will keep kids entertained during car journeys; we sell a range of magnetic mini games by KTL and colouring books, which will keep kids amused during long journeys.
Pokémon continues to be a highly popular TCG. Although it’s a great seller, it comes with its own caveats. Like all retailers, we’ve had people who come and want to buy the whole stock straight away, and that presents an issue in terms of how much stock you want to keep back for the kids who are actually collecting and playing the game, rather than people who want to make money online. We’re also stocking some Toy Story 5 product in time for the film’s arrival this month, from suppliers including Character Options. I appreciate suppliers who send a sales rep to where we are based, as we’re not in a popular location, so I’ll tend to sit down and do business
with companies that are willing to do that for us – and Character Options is one of them.
One of the key factors that influences our buying decisions at this moment is availability. I’m an oldfashioned retailer and want to buy something, have it delivered, sell it and then buy some more. Working with Toymaster really helps us, and I truly believe that if you’re a small independent toy store, you should be part of Toymaster, as there are numerous benefits. It really feels like being part of a family. Although we are not attending the May Show this year, we did go last year, and it had a lovely feel to it. It reminded me of doing business 30 years ago, when I started out, which was more of a friendly relationship with a bit of business added, rather than a cutthroat, ‘got to hit these numbers’ kind of relationship. Working with Toymaster meant we could get Lego on our shelves, which was a major benefit for us and the main reason why we first joined. The group also deals with issues effectively – whenever there is a problem, all we have to do is make a phone call, and the team will sort it out straight away. Becoming a Toymaster member put us on the map for ranges including Pokémon – we now get people coming from the Midlands telling us that we have
Simon Steel, Toy City, Wood Green, London
WWe’ve had a positive start to the year. The last few months have been busy for us, mainly due to some viral trends, including the squish sensation. We aim to stay on top of the most popular trends and in-demand items, and the squish fad is on fire right now, helping to drive sales. Pocket Money is such a massive market, and there is so much choice for items ranging from £1.99 up to £9.99. Kids are constantly coming in looking for sensory squishy items, including the squishy butters and dumplings. We’ve had stock come in from companies such as One For Fun, including a CDU of its Scrunchems Mini Sugar Dumplings range, and there are plenty more squishy pocket money items launching soon that we’re looking forward to stocking.
I like to carry out market research on new items before they are officially released, so attending the Toymaster May Show next week will provide me with good information on upcoming ranges. It will also provide me with confirmation of release dates and delivery dates, which will give me a better idea of what’s going to happen going into the third and fourth quarters. I look forward to visiting suppliers, including KTL, as its broad range of
better suppliers than the shops where they live.
I believe the biggest characteristic that makes us stand out against online retail is the way we build relationships with our customers, and the engagement and friendliness that my team and I provide to our shoppers. Everyone gets greeted, shown to a product and engaged with the latest items. If we create that theatre in-store, people respond massively to it. We’ve been here nine years now and have got through the COVID years. As we’re not a toy shop, we were classed as essential, so we were allowed to stay open during the pandemic, and we spent hours helping people and making sure that we went above and beyond – that really cemented us in the local community.
We also get involved with plenty of community initiatives, including raffle prize giving and sponsorships. We try to support anyone who comes to us with an idea of what they want to do. We’re also on Facebook, which helps us build awareness of the business, as we engage with our community, often by just doing simple things such as wishing a Happy New Year to our customers and thanking them for their trade – if you can intermingle that with selling, that gives you better exposure.
Talking Shop
squishy, sensory toys seems like a good option to include in our portfolio – the company’s range of squishy dumplings is set to launch soon, and I’ll be finding out more when I see them at the show. There are many other suppliers launching ranges that tap into the squishy collectibles craze, worth keeping in mind.
Pokémon also continues to be an incredibly strong line, seeing fantastic performance – the gift which keeps on giving for our store. We made changes to our TCG stock management in February/March 2025, and we now have a highly effective system in place to ensure that we keep customers happy and sales flowing. Our strategy is to keep a book with a list of names and phone numbers for Pokémon enthusiasts who regularly visit our shop. When new stock is due to arrive, we contact those customers to inform them. If, by any chance, someone doesn’t come to take a pack, then we move along the list and try other people. We find this is a very successful and organised way of handling our Pokémon stock, as it prevents queues and chaos. I now have a solid group of customers who come in and chat with me about the items, and they acknowledge how much interest I put into it. The TCG category has grown quite a lot for our store in general, and it has expanded with the inclusion of other popular TCGs, including One Piece and Topps football trading cards, so, although TCG is a small area in my shop, I make good money out of it regularly.
Football is also quite big for us, especially with the World Cup taking place this summer. When I go over to the Toymaster May Show, I’ll also be able to speak with various suppliers who are releasing World Cup-licensed products. KTL is, for instance, is releasing some World Cup-related products that I would like to learn more about, so attending Harrogate will allow me to see these new developments.
The way we’re handling stock management at this point in the year is by being reasonably cautious with some of the orders we place. The store is fully stocked at the moment – we’ve got more than enough product, and it's important for us to keep things ticking over right now. We’re looking forward to some major movie releases this year. The Super Mario Galaxy Movie, which came out in April, performed better than the previous one. They made Princess Peach the main character, and Princess Peach's licensed product has sold out. If a product featuring the main character of a series or movie sells out, then you know it’s doing well. We’ve also got the Toy Story 5 movie arriving in cinemas this month, and the new Spider-Man: Brand New Day coming in July, so there is plenty to look forward to in the licensing arena. Additionally, a major highlight for this year is obviously KPop Demon Hunters. The licence is popular with kids ranging from 4 to 13 years old, which is a broad age range to consider. We’re very excited for the official launch of some new products from companies including Hasbro, Mattel, Simba and Posh Paws. I’ve already pre-ordered some products, including Moose Toys’ Gui Gui KPop Demon Hunters range, and I’m looking forward to seeing some of these products in person. We stocked KPop Demon Hunters costumes for World Book Day in March, and they sold well, which encouraged me to reorder more, but I’m mainly interested in seeing how the official dolls and plush will perform when the launch happens in August/ September – I hope it will be a major release followed by consistent demand.
Regarding new brands that we’ve recently taken on and which have been performing well, Moose Toys’ standard Gui Gui range is one of the recent introductions to our store that has been particularly strong. I’ve also recently incorporated The Hobby Company’s CaDa Bricks range of racing cars into our portfolio. The range offers highly competitive pricing, and I like that I can order in smaller quantities. I look forward to hearing the feedback from my customers on this range and hope that it will be a good seller for us.
indie viewpoint
Mark Buschhaus and Stephen Barnes
Toy Barnhaus
Riding the squishy wave
Garcia
HHaving been very positive in our last column, we are pleased to report that business has remained strong over the last few weeks, with lots of good sellers to keep on top of. The general squishy and dumpling craze continues to drive massive business for us; the only issue is getting the stock. The trend is also evolving fast, and we are now starting to sell squishy butter and cheese – all we need is a baguette then we have a whole squishy sandwich! We are trying to build stock of pocket money items ready for half term, as we expect it to be manic for us. We are not sure how long this craze will last, but we will do our best to make the most of it while it is here.
The good news is that although pocket money is driving strong growth, there are other areas still performing well. General hype is starting to build for the World Cup, and the Panini Stickers have already started to sell well. The new Lego Sports Edition sets have also been popular, alongside some of the Jazwares plush. Toy Story 5 product has arrived and is delivering great early sales before the film arrives. Another line that has started well is the 99 Nights in the Forest collectible range from Click.
Like many toy shops, our customer base has changed a lot over the last few years, and the kidult consumer now makes up a significant part of our core audience. Up to a third of our sales now go to adults, and this figure is growing steadily. Within Lego, our main growth over the last few years has come from the more adult-themed categories, such as Botanicals and Speed Champions.
Although kidults mainly used to come in for Lego and Pokémon, their interest has now spread to lots of other categories. We have changed our stores to reflect this development over the last couple of years, establishing specific areas dedicated to products for kidults in prominent areas of our stores. We have grown our Funko presence significantly, with its FSDUs providing new lines each month to drive return visits from customers. We have also started ranging Gunpla from Bandai, and that is starting to sell well for us. There are a lot of the collectible ranges that are strong with kidults, especially the Max Retro collection from Zuru, and we like the look of the Zuru Mini Brands Vinyl series that’s due soon. Fugglers have also been very popular, as well as the Hot Wheels Collector Series.
Although this is a growing area for us, we are still first and foremost a traditional toy shop – and we want to maintain that going forward, keeping a mix of kids and adults coming in for their next toy purchase.
Feature Cool crafting and curious ideas
Arts & Crafts
The Arts & Crafts category is brimming with a plethora of new product releases set to inspire consumers to bring their most creative ideas to life in art form. Toy World’s Gabriela Jiménez García has caught up with leading suppliers to discover the hottest trends powered by viral social media content and how they are being applied to some of the latest launches.
AAs an evergreen category, Arts & Crafts maintains stable, long-term demand by consistently delivering creative ranges that promote educational enrichment, screenfree playtime, sensory engagement and the development and refinement of essential motor skills in consumers of diverse age groups. Whether it’s colouring by number, creating friendship bracelets and accessories, or crafting and customising collectibles, the category offers creativity in every form, providing an outlet for kids, kidults and families to express themselves and channel their emotions in whichever way resonates most. With social media constantly churning out new trends, numerous arts and crafts suppliers have been incorporating the latest trends into their upcoming launches, as evidenced by many of the new launches entering the category this year. Anthony Grimaud, CEO of Canal Toys, notes that social media has become a key part of the lives of many young people, and something that needs to be considered when creating a new arts and crafts range aimed at today’s children. “We’re seeing that kids are getting into tablets and owning mobiles at a younger age,” he says. “Influencers are a key channel that older kids are watching for content as an integral part of their daily lives. The team at Canal Toys has this at the forefront of our mind when planning our product development.”
Ella Newman, Brand Manager at Spin Master, also
agrees that the category continues to evolve beyond traditional crafting into lifestyle and self-expression play. “There’s a significant opportunity in products that combine creativity with customisation, collectability and fashion,” she says. “Parents are also increasingly looking for screen-free activities that encourage hands-on play and skill development, while kids want products that feel contemporary and trend-driven. Creating experiences that balance both is key to continued growth.”
The company is tapping into the accessory-making trend with its Cool Maker Charm’d Accessory Studio, which enables consumers to design up to 10 unique charms using a selection of fun shapes. They then fill the charms with mini gems and place the finished design into the studio to seal the charm together. Once finished, creations can be worn on the included metallic bracelet chain or clipped onto accessories using the included links and clips, allowing children to add a hint of personality to their belongings. Speaking on this new launch, Ella tells Toy World: “The magical pressing feature on the Cool Charm’d Accessory Studio gives children an instant sense of achievement, while the ability to create and customise wearable accessories adds strong replay value. It’s a product that taps directly into current trends around charms and personalisation while still delivering meaningful creative play.”
Ella explains that kids are increasingly looking for activities that allow them to personalise everyday
accessories and showcase their individuality, whether that’s through wearable creations, bag charms or collectible-style designs. She adds that social sharing culture and trend-led aesthetics are also driving interest in products that deliver satisfying, visually rewarding results, which is exactly what inspired the development of the Cool Maker Charm’d Accessory Studio. Character Options is also tapping into the DIY accessories and wearables craze with the release of its Giftie Badge Maker range, which features a DIY badge-making kit packed with 50 badges for children to create their very own designs. Children can choose their favourite pictures to make badges or even design personalised ones that they can then wear or gift to their friends.
Ever since Taylor Swift’s Eras Tour took place in 2023/24, the resurgence of the friendship bracelet trend has been evident. Suppliers, including One For Fun, are still heavily promoting their friendship bracelet kits, with the announcement of a new addition: the K-Pop Make Your Own Concert Bracelets collection, which allows young K-Pop fans to create their own personalised accessories inspired by their favourite idols and fan culture. As with the entire company’s Make Your Own range, this collection features premium quality beads in vibrant colours and finishes, including unique charms that celebrate everything K-Pop. Also highlighted in the supplier’s line-up are the generic Concert Bracelets, which have proven very popular.
Feature Arts & Crafts
Meanwhile, Make It Real is looking forward to the highly anticipated launch of its Quick Twist Bracelet Maker this autumn, which is a step up from its Swift Clicks Bracelet Maker. The award-winning Swift Clicks Bracelet Maker became a major highlight in 2025 for fans of heishi bead bracelets by eliminating tedious hand-threading. Now, the brand-new bracelet-making device is packaged with the ingenious Quick Twist, for crafting twisted cord bracelets quickly and easily, featuring a whirling motion that is both fun and satisfying to watch.
Martin Duffy, Head of Category at Crayola, tells Toy World that personalisation, mini formats and collectability are all trends that are rising together in the category. “Kids want to create something unique; small projects feel achievable, and collectible mechanics will drive repeat engagement,” he explains. Brainstorm and KidAntics are two suppliers releasing new crafting kits featuring a variety of models that will encourage repeat purchases, as consumers seek to complete their craft collections. Brainstorm’s highly popular Eugy range of 3D animal puzzles continues to grow with the latest arrival of the Seahorse, Axolotl, Sperm Whale, Red Panda, Ocean Sunfish and Dodo, enabling fans of the brand to expand their animal families even further. Also coming soon are the Crab, Snail, Kookaburra and Octopus. Additionally, fans will also enjoy the new Wobbly models, which have launched with cute Pufferfish and Robin models. KidAntics’ Crochet range, which taps into the continued popularity of craft hobbies, is also gaining considerable traction; the collection features six-character themes, including the trendy Axolotl and Octopus, plus a new Capybara launching soon.
Pete Thomson, Global Sales Director at Make It Real, highlights sensory play as a huge trend in the Arts & Crafts space. “We find people are really embracing sensory features – activities with satisfying tactile aspects, like our new Pick-Perfect Cupcake Bracelet Kit, which allows kids to pick, pop and dig colourful beads out of a squishy novelty shape and then create custom bracelets,” he says. Make It Real features an extensive portfolio of products designed to provide a sensory crafting experience and a more enjoyable creation process for consumers. Another standout line in the company’s portfolio is the Rock Dough sets, which also promote a satisfying crafting
that air-dries to look and feel like real stone. Once finished, rocks can be custom-decorated with paint, rubon transfers and adhesive pearls for texture and shine. On TikTok, large communities of influencers and kidult consumers continue to create content showcasing satisfying, ASMR-style, hyper-realistic food slime and compound creations that drive huge engagement from viewers of all ages. With the #slimetok and #foodtok hashtags generating hundreds of millions of views, this trend continues to grow, and numerous suppliers are tapping into it with new ranges that blend satisfying, compound play, with the appeal of delicious food items. Zuru is one of the major innovators in this area, with its Slime Mart range making waves on social media. The viral range features DIY slime crafting, which requires consumers to mix, layer and decorate mouldable slime compound to create and subsequently squish food-themed creations. New for the Q2/Q3 period is the Slime Mart Series 2, which features new slime food kits including birthday cake, cinnamon rolls, cherry pie and mozzarella sticks.
Hasbro’s Play-Doh Kitchen Creations range has also been refreshed with another wave of food-themed sets designed to deepen creative engagement for younger children. The flagship of the new range is the Super Sizzlin' Kitchen Playset, which introduces real-time sound technology that responds directly to children's Play-Doh creations. Also new to the brand’s portfolio is the Donut Drop Shop Playset, which centres on a satisfying mechanical play pattern: children select from three built-in doughnut moulds, add compound and crank the handle to drop finished shapes onto the base. The range also offers decoration accessories, including an icing machine and pretend sprinkles to extend the creative play experience. Rounding out the range is the Treats to Go Assortment, a compact format that offers an accessible entry point into the Play-Doh portfolio.
Licensing continues to play a crucial role in the Arts & Crafts category, as it provides consumers with the opportunity to bring their favourite characters to life in an artistic form. March’s Circana data reported that licensed sales were growing strongly in the Craft Kits category, with the Lilo & Stitch licence growing across all countries in Craft Kits. Charlotte Harvey, Senior National Account Manager at Bladez Toyz, tells Toy World that licensing has always been a key driver for its craft ranges. “As we move through 2026, we will be launching new licensed ranges for both evergreen properties and on-trend gaming brands,” she reveals. “TikTok and other social media platforms have become invaluable selling tools, and we will be leaning into this with our new ranges to drive maximum brand awareness.” One of the most highly anticipated ranges joining the company’s portfolio is the Harry Potter Arts and Crafts collection, arriving just in time for the release of the TV series set to air on HBO in December. The collection includes a light-up Make Your Own Knight Bus and a brand-new Make Your Own Characters range that will enable fans of the franchise to recreate the series in their own homes.
Just Play has also launched a brand-new range well timed with the Toy Story 5 movie arriving in UK cinemas on the 19th of this month. The new collection from Tara Toys will include Make Your Own Forky and Karen
sets, which will enable Toy Story enthusiasts to craft exact replicas of the beloved characters introduced in the 2019 movie instalment. Meanwhile, Vivid Goliath and Trends UK are both launching new ranges that are sure to be popular with young fans of Peppa Pig and Bluey; set to join Vivid Goliath’s portfolio is the Peppa Pig Doodle Wheels Family Car, which features Peppa in her iconic red car, turning drawing into an immersive adventure. In this range, kids can pop one of five washable markers into Peppa’s car, attach the Peppa topper, and give it a gentle push to create wiggly lines, loops and swirls as the wheels roll along. Trends UK is launching all-new Bluey-branded Hama products that offer children a new way to enjoy all the characters beyond the screen. Each set provides young fans with all they need to create Bluey-themed designs, and there are also fresh designs to create in the Peppa Pig line, featuring the lovable new character, Baby Evie.
In addition to offering dedicated sections of arts and crafts products aimed at children, retailers are increasingly introducing craft ranges targeted at adults and families to help boost sales. Crayola’s Martin Duffy states that upgraded adult colouring and ranges that promote mental wellbeing are new product areas emerging within the category. “There has been a shift from basic colouring books to higher-performance tools and more ‘grown-up' themes linked to relaxation, mindfulness and nostalgia,” he explains. “The opportunities for growth in the category are therefore to expand beyond ‘kids only’ into family and adult participation. Adult creativity is a genuine incremental growth lane, not just a niche, especially where it links to stress relief and mindful downtime. Crayola’s new All Grown-Up line is positioned exactly in that space, because it opens a genuine incremental audience with purpose-built tools like alcohol-based markers and adultrelevant themes, tapping the growth in mindful, screenfree creativity.” Other companies, such as Pikkii, are also launching creative ranges aimed at encouraging families to spend more quality time together and away from screens; the brand-new Make Your Own range features beautifully designed sets that include everything needed to build, customise and bring to life creations such as paper rockets and fairies, and even provides crafters with the opportunity to create their own paper theatres for hours of open-ended imagination.
Readers are invited to turn the page and dive into our comprehensive feature, as Toy World presents the latest Arts & Crafts and Creative Play products entering the marketplace this year.
Spin Master
Bladez
Arts & Crafts Hasbro
0208 569 1234 | www.hasbro.co.uk
Hasbro continues to strengthen its Play-Doh Kitchen Creations line-up with a fresh wave of food-based role play sets designed to deepen creative engagement for the Pre-school market. Spanning interactive kitchen play, bakery-inspired modelling and compact gifting formats, the new additions reflect a continued focus on sensory, hands-on play experiences that offer strong repeat play value at retail.
The flagship of the new range is the Super Sizzlin' Kitchen Playset, which introduces real-time sound technology that responds directly to children's PlayDoh creations. Frying a pretend burger on the skillet triggers authentic sizzling sounds, while placing make-believe pasta in the pot activates bubbling boil effects, giving the set a level of sensory immersion that sets it apart within the creative play category. A removable deluxe pasta maker with four interchangeable attachments adds further play variety, alongside a built-in fryer station and tomato and cheeseshaped compound containers that double as moulds. With more than 25 pretend food options to create and customise, the set is built for extended, imaginative play sessions.
Joining it is the Donut Drop Shop Playset, which centres on a satisfying mechanical play pattern: children select from three built-in doughnut moulds, add compound and crank the handle to drop finished shapes onto the base. Decoration accessories, including an icing machine, frosting stamper and pretend sprinkles, extend the creative experience, whilst additional mould options for croissants and drinks add variety beyond the core doughnut theme. The set is well-positioned as a gift proposition for birthdays, seasonal events and achievement occasions.
Rounding out the range is the Treats to Go Assortment, a compact format that offers an accessible entry point into the Play-Doh portfolio. Each set comes presented in a food-shaped container that serves as both packaging and play piece, with built-in moulds and modelling compound included. Available in two configurations, Cookie Combo and Pizza and Milkshake, the takeaway-inspired packaging makes both sets a natural fit for party favours, birthdays and impulse gifting slots, adding a versatile and commercially flexible option to arts and crafts assortments.
Arts & Crafts remains one of the core categories within the toy market, driven by children’s curiosity and their love for creating their own projects. HTI offers a range of quality, large-format arts and crafts products for children aged 3+ at an accessible price point. Developed to be fun and straightforward to use, the line-up strikes the perfect balance between engaging children and giving parents an easy reason to say yes. Featuring well-loved characters from Spidey and Friends, Frozen, Toy Story, Stitch and Paw Patrol, the range combines hands-on creativity with the familiar worlds children already recognise and love.
Giant Felties invite children into a hands-on, creative experience. These oversized felt characters provide a tactile canvas for little hands to bring favourites like Spidey, Elsa, Stitch and Chase to life. Each set includes an easy-to-use airbrush tool, airbrush pens and a stencil, allowing young artists to colour their character, let it dry, rinse it clean and do it all over again. Giant Felties combine storytelling and sensory play in an activity children love coming back to.
Large Paint Your Own sets are all about creative freedom and expression. Each kit includes seven plain figures, ready for children to personalise with bright paints and brushes. Kids can customise licensed characters by Marvel, Disney or Nickelodeon, turning them into unique keepsakes or gifts that feel truly personal. Painting supports concentration, fine motor control and creative confidence, while the finished product gives a sense of achievement.
Adding variety to the range are the magnetic 3D Large Scribblers. Featuring popular licences such as Spidey and Friends, Toy Story, Frozen and Paw Patrol, these boards allow children to draw, erase and redraw without ink or paint. Portable and easy to use, these products offer families a mess-free creative activity that keeps children entertained on rainy days at home, during car journeys or as part of everyday play.
For retailers, HTI’s large-format arts and crafts lines offer a strong balance of shelf impact, recognisable licences and clear play value. Large formats and bold designs help products stand out quickly, while familiar characters, defined play patterns and affordable prices make purchasing decisions simple. With Giant Felties, Large Paint Your Own sets and 3D Large Scribblers sitting together as a clear, well-rounded offer, retailers can deliver variety across activities without overcomplicating the category. Together, these lines bring colour, character and energy to the aisle, turning craft fixtures into destinations where imagination and fun take centre stage.
Brainstorm has extended its partnership with Wow Art, launching the brand-new Puffy Art, which lets children create 3D drawings on sponge-based canvases. Using coloured markers and a touch of water, the artwork transforms from textured to puffed-up magic. The Puffy Art Adorables small pack includes two dual-ended marker pens (four colours), four pre-drawn canvases and a water applicator. The Puffy Art Foodies large pack features five dual-ended marker pens with 10 colours and six pre-cut canvases. This set also comes with six key chains, six perforated blank canvases and two water applicators, allowing children to design their own culinary creations.
The ever-popular Water Art range continues with a new Sea Life-themed set to make cool floating artwork. The brightly coloured pack includes six assorted magical water markers, two stencil sheets and a ceramic spoon. Little artists simply draw onto the ceramic spoon, let it dry, then dip it into water and watch their image miraculously float away on the water.
Eugy continues to be one of Brainstorm’s best-selling ranges, and key to its longevity and continued popularity is the consistent release of new 3D models, with now over 130 models to collect. New additions include Seahorse, Axolotl, Sperm Whale, Red Panda, Ocean Sunfish, Dodo and coming soon Crab, Snail, Kookaburra and Octopus, to name a few. Consumers are drawn to the range for being both eco-friendly and affordable, while retailers benefit from its versatility, spanning collectibles, pocket-money appeal, sustainability and arts and crafts, opening multiple retail opportunities. Brainstorm has consistently worked with retail partner and creator Dodoland to promote the brand to consumers via in-store events, social media support and most recently, the company has been working with key family influencers to create David Attenborough-style video content using Eugy to celebrate the TV icon’s 100th birthday.
Fans will love the new Wobbly models, which have launched with a cute Pufferfish and Robin. These unique Eugy wobble when built, adding a fun twist to the classic number-sequence assembly. The new Eugy Dove features whispering wings of peace, a skypainted body and olive beak of hope; an ideal purchase for collectors. New POS and in-store demo materials are also available and can be discussed directly with the Brainstorm team.
Glime is Craze Toys’ new revolution in the compound category, where glamour meets slime. An extension to Craze’s Magic Slime, the leading slime brand in Germany, Glime is inspired by beauty and fashion trends and launches in the UK this summer following positive feedback from retailers at this year’s Spielwarenmesse.
The slime used in Glime is enhanced with various toppings, each individually packaged in glittering sachets, enabling children to be more adventurous in their creative play and glow up their own slime by mixing it however they wish. With a surprise collectible figure added to the play pattern, each Glime Shine pack comes with a base slime, three special effect toppings and a cute surprise mini character. There are 16 cosmetic-inspired pots to collect in the introductory Shine range, with young fashionista crafters invited to choose from themes such as Velvet Fusion, Cotton Kiss, Mint Aura and Candy Flash.
In the Glime Deluxe Duo Set, designed for gifting and with extra surprises to be unboxed, there will be two pots of slime, six toppings and two figures where children can create the ultimate glitter glam look with dazzling slime finishes such as pearl or neon shades. An entry price point, Glime Mini is also being introduced to make the range even more attractive to retailers, with each slime pot featuring a keychain for clip-and-go fun. K-Pop fans will also be excited by a collectible K-Pop version, which includes iconic light sticks and themed gems to add to the slime. The Glime by Magic Slime collection is available on FSDU and can be ordered via Craze’s distribution partner DKB. In addition to Glime, Craze will also be bringing its popular Magic Slime into the UK to help grow brand awareness. Available in resealable zip foil bags with surprise collectible figures hidden inside, the initial focus will be on strong licensed collections for Hello Kitty and SpongeBob SquarePants to help drive repeat purchases.
Craze is also launching Diamondz Crystal Painting, a creative trend mixing paint-by-numbers and cross stitch, which crafters and artists of all ages can enjoy. Tapping into this growing hobby, Craze has combined the shimmering diamond art play pattern with strong licences across a variety of price points in licensed ranges for Hello Kitty, Paw Patrol and SpongeBob SquarePants. From entry-level keychain and bracelet sets to DIY starter sticker sets and the Mega sticker gift boxes at the top end, each one includes all the tools needed for colourful and shiny diamond painting and zip storage bags for safekeeping. The introduction of a K-Pop themed range will also delight fans and offer retailers more choice of the hottest brands in a category that Craze is looking forward to growing as it establishes itself in the UK Arts & Crafts market.
Lisciani continues to evolve its creative play offering with the launch of Manga Academy, part of its KidsArt range, an innovative drawing school designed to guide children step by step into the world of Japanese comics.
Building on its long-standing expertise in educational play, the company introduces a structured and accessible approach to drawing, inspired by the global appeal of manga. The strength of Manga Academy lies in its clear pedagogical framework, supporting children from their first attempts through to the creation of original characters and stories.
At the core of the product is a three-step learning journey: observe, reproduce and create. Children begin by understanding shapes and proportions, move on to guided drawing exercises and gradually develop their own creative style. This progressive methodology makes drawing approachable even for beginners, transforming a potentially complex skill into an engaging and achievable activity.
The set includes an illustrated manual covering essential manga techniques, 16 guided drawing cards to support practice and a dedicated workbook that encourages users to develop their own narratives. Together, these elements create a learning path that combines creativity with storytelling.
A key differentiating feature is the inclusion of the original Fude Pen, inspired by traditional Japanese brush tools, which adds authenticity to the drawing experience. A 12-inch LCD drawing tablet complements the set, offering a practical surface for sketching and experimentation while remaining a supporting element within the broader educational framework.
The range is further extended with a Kawaii Academy version, drawing on the softer and more playful aesthetic of kawaii art, enabling retailers to cater to a wider range of creative preferences within a consistent methodology.
With Manga Academy, Lisciani reinforces its position in the Arts & Crafts category by combining trend relevance with a strong educational foundation, offering retailers a differentiated proposition in an increasingly competitive segment.
Curious Universe offers a portfolio of creative products designed with the long-term play value and collectability of toys. Combining crafting, customisation and repeat play, these trend-led ranges continue to engage young audiences while delivering strong retail appeal. Established Magic IPs, including Decoden Magic, Nano Tape Magic and Water Bead Magic, are all expanding this year, supported by new launches that keep the category fresh and commercially relevant.
A key highlight for 2026 is Pen Maker Magic, where stationery meets creativity in a highly giftable format. Bursting with adorable pen pals, beads, charms and trinkets, the range invites children to mix ’n’ match components to design unique pens to swap and share with friends. Available in mini, classic and deluxe formats, the range offers accessible price points for every budget, while themes including Sweet Treats, Pets and Kawaii encourage collectability. Further licensed extensions are planned for later in the year, creating even more excitement at retail.
Decoden Magic continues to perform strongly, with new affordable kits launching under trend-led subcategories to broaden the reach of the core brand. Packed with puffy glues, charms, gems and beads, the range allows children to personalise accessories with a playful, over-the-top aesthetic. The Fashionista line taps into current style trends with kits to create hair clips and compact mirrors, while Snackables embraces the enduring popularity of cute, foodinspired crafts.
Following a standout year and more than one million units sold, Nano Tape Magic remains a major growth driver. Continued investment in the brand has led to the launch of three new sub-ranges – Googly Eyes, Collectibles and Wearables – each aligned with current consumer trends. Googly Eyes allows children to customise nanotape bubbles and slime creations with movable eyes, while Collectibles focuses on cute, displayable crafts designed to encourage repeat purchase. Wearables expand the play pattern into personalised jewellery, including bracelets and necklaces.
Water Bead Magic also continues to gain momentum, inviting children to stick, spray and set colourful bead-art creations. By placing beads onto a layout tray and spritzing them with water, kids can create everything from keychains and window art to adorable bead pets. New 3D additions to the range allow children to build impressive freestanding models, adding another dimension to the creative experience.
Looking ahead, Squishy Maker Magic is set to be a standout new launch. These jam-packed kits include everything needed to mix, mould and customise squishy creations bursting with tactile fun. Children can experiment with rainbow paints, beads, charms and super-soft sprinkles to create fluffy, sticky and satisfyingly squishable designs.
Beyond the Magic portfolio, Curious Universe continues to innovate across the wider Arts & Crafts category. Slime Suckers introduces a playful gross-out twist on slime play, featuring hilariously disgusting ingredients such as barf beads and chunder charms, while Charm It Up embraces the fast-growing charm customisation trend, enabling crafty kids to create personalised accessories for shoes, bags and stationery.
Supporting the portfolio are established ranges such as Craft & Carry, which offers portable, travel-friendly craft kits complete with carry-case handles for creativity on the go. Meanwhile, Cosy Square Tuck Boxes build on the success of the Cosy Colouring range with whimsical, trend-led activities including mini clay, crochet and charm-making crafts.
With a diverse mix of formats spanning colouring, painting, crafting and customisation, Curious Universe’s arts and crafts portfolio is designed to maximise engagement, collectability and repeat play, ensuring there is something to capture the imagination of every young creator.
Epoch Making Toys
0208 049 1377 | sales@epochmakingtoys.com
Following hot on the heels of its neon beads launch, summer will see Epoch Making Toys release a host of new licensed Aquabeads kits along with two unique and innovative 3D sets. The highlight of the collection is the Ice Cream Party Craft Studio, which will include 800 beads, cones and keyring attachments to make colourful 3D ice creams and other sweet-themed creations. It will also come with an ice cream bead dispenser pen, a host of cute toppings to add a finishing touch and a handy ice cream-shaped storage container to keep everything tidy.
The Mickey and Minnie 3D Ice Cream Craft Kit will feature cool 3D ice creams inspired by the iconic Disney mouse and his friends. It will come with 500 beads, fun accessories including Mickey’s ears and Minnie’s bow, cones and keyring attachments.
Also new for autumn from the original water-activated bead brand will be the Barbie Starter Craft Kit. Perfect for crafting on the go, it will include 700 beads to create Barbie herself, as well as multiple other themed creations which can be used to personalise the hot pink carry case.
Perfect for existing fans and beginners alike, the Mega Bead Collection will feature 2,400 beads in 30 of Aquabead's most popular colours, and all the beads exclusive to the brand, including neon, watercolour, shiny and star beads.
Plus, One Piece, Kirby and Disney Princess Keychain Craft Kits will allow fans to create their favourite characters from each licence to hang from their bags. In addition, the One Piece Starter Craft Kit will include 2,100 beads and templates to make the Straw Hat crew members and other well-known characters from the popular anime property.
KidAntics continues to expand its portfolio of design-led arts and crafts ranges for 2026, offering retailers fresh, trend-driven products that combine creativity, play value and strong shelf appeal. Spanning impulse purchase lines through to premium gifting, the collection is curated to meet demand across independents, department stores, garden centres, bookshops, museums and specialist toy retailers.
A key highlight for 2026 is the expanded range from Avenir, a globally recognised name in children’s creative play. The collection includes best-selling Scratch Art, Mini Scratch Books, Magic Water Painting, compact Crochet Kits and Artidoodle LCD drawing boards. The Crochet range is gaining particular
traction, tapping into the continued popularity of craft hobbies and collectible accessories. With six character themes, including on-trend Axolotl and Octopus, plus a new Capybara launching soon, these kits appeal to older children and gifting customers alike. Mini Scratch Books offer strong pocket money and travel appeal, while Artidoodle boards provide a reusable, mess-free drawing solution for home or on-the-go play.
Also new is the Everyday Craft collection, featuring accessible activity kits such as Make Your Own Pinwheels and Pom Pom Art. With clear instructions and impactful packaging, the range supports independent play while encouraging repeat purchase.
Launching for autumn/winter 2026, Doodlz introduces Create Your Own Mug and Create Your Own Plate kits. These personalisation sets allow children to design practical keepsakes, combining creative play with a finished product that can be used, gifted or displayed. The range is well-suited to birthdays, seasonal gifting and experiential retail opportunities.
Another standout addition is Sandart, an innovative peel-and-pour sand art concept that delivers highly engaging, hands-on play. Children simply peel sections and add coloured sand to reveal vibrant designs. Easy to use and visually impressive, Sandart offers strong perceived value and display appeal, making it ideal for gifting and in-store theatre.
For younger audiences, Haku Yoka provides beautifully presented everyday creativity lines including colouring rolls, books and beeswax crayons, combining play value with ecoconscious materials.
Across the portfolio, KidAntics supports retailers with considered price architecture, strong margins and broad consumer appeal. Many lines are compact and ideal for smaller retail footprints or seasonal displays, with selected ranges available with CDU/FSDU support. A full suite of imagery, digital assets and responsive customer service further helps drive sell-through. With creativity, self-expression and screen-free play continuing to resonate, KidAntics is well-positioned to deliver compelling retail opportunities in 2026.
020 3580 9874 | www.trade.pikkii.com
Pikkii is introducing the Make Your Own range: a collection of imaginative, screen-free craft kits designed to spark creativity and turn everyday moments into magical play. The range is ideal for families, rainy-day activities or thoughtful gifts. Each beautifully designed set includes everything kids need to build, customise and bring their creations to life, inspiring hands-on fun and hours of open-ended imagination.
Flying Paper Rockets contains everything needed to make 20 amazing rockets from a choice of three rocket shapes. Kids can decorate their rocket with their choice from over 100 stickers, then launch it up to 3 metres in the air with the blow launchers. Easy to make with step-by-step instructions, it includes five space-themed games to keep the fun going for hours. Also available is Flying Paper Fairies, an easy and creative kit that lets kids design, decorate and fly their own fairies. They can colour in the wings, add stickers and patterns, then watch their fairies twirl and glide through the air. It’s simple to set up, fun to make and even more fun to play with. The kit also includes a colour-in fairy house to launch the fairies from, sticker sheets and games for even more ways to play and imagine.
Kids can also bring storytelling to life with the Mini Paper Theatre, a delightful make-and-play kit that lets children build their very own stage, decorate it with colourful backdrops and fill it with fun paper characters. Kids can choose from ready-made scenes or create their own, then mix, match and swap them to dream up endless adventures. Once the stage is set, the real magic begins as they put on their own shows, act out favourite tales or invent brand new ones. Easy to make and packed with imaginative possibilities, it’s the perfect way to let young storytellers take centre stage.
Crafters can also create three adorable cats with Furry Friends – a cosy craft kit where kids twist, curl and shape super-soft pipe cleaners into cuddly companions. Each set includes colourful materials to make three cats, plus simple steps and plenty of inspiration to bring little creations to life. The fun continues with charming accessories to craft and decorate. Kids can make a snug bed, personalise a food bowl and add special touches that make each pet truly their own. It's hands-on creativity that builds confidence and sparks imagination long after crafting ends. Perfect for quiet afternoons, family time or thoughtful gifts, Furry Friends invites imaginative play, gentle storytelling and hours of joyful, screen-free fun.
The Make Your Own range encourages confidence and joyful play, giving kids the tools to create their own adventures, anytime, anywhere.
Flying off the shelves for One For Fun are the brand-new K-Pop Make Your Own Concert Bracelets, a collection that allows kids to create their own personalised accessories inspired by their favourite idols and fan culture. As with all the company’s Make Your Own range, these are premium quality beads in vibrant colours and finishes, including unique charms that celebrate everything K-Pop. The range features a bumper set filled with endless possibilities at the best possible price. A specially designed CDU also helps to display the product to its best advantage.
One for Fun’s generic Concert Bracelets have also proved to be popular. These flexible ‘create your own’ kits are the ultimate in new era friendship bracelets. Specially chosen vibrant beads, charms and letters combine to allow crafters to curate and personalise according to their personality, enabling them to make their mark with their own style of bracelets for themselves and their friends.
The kits are also available in two sizes: 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 and 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 that will also display them at their best.
In the same friendship bracelet theme, kids can check out Pick & Pop Bracelets – the latest craze that’s taking social media by storm. Each Pick & Pop silicon pad is filled with a treasure trove of beads and charms that will make the DIY bracelets one-of-a-kind. Consumers 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 an irresistible sensory experience.
One For Fun offers many more fun crafty projects that can be viewed on its website, as detailed above.
In today’s fast-evolving creative play category, the balance between innovation and simplicity is what truly captures both retailer and consumer attention. Belgian brand Kidywolf, distributed in the UK by Little Concepts, strikes that balance with two standout items: the Kidydraw Mini and Kidydraw Pro.
At entry level, Kidydraw Mini offers an accessible, screen-light alternative to digital devices while still embracing modern tech. Its LCD writing surface, combined with 30 transferable illustrations, encourages children to trace, learn and create independently. Lightweight and portable, it’s designed for on-the-go creativity, whether in the car, at a café or on holiday. Importantly, it taps into a key parental demand: quiet, mess-free play that still develops fine motor skills, concentration and imagination.
Stepping up, Kidydraw Pro elevates the experience into a more immersive creative studio. This dual-sided light tablet merges learning with artistic exploration. One side supports precise tracing of letters, numbers and drawings, while the reverse transforms into a neon-effect blackboard, bringing artwork to life in vivid colour. USB-C recharging and adjustable light intensity reinforce its premium positioning, while its portability ensures it remains a versatile tool across environments.
What sets both products apart is their hybrid approach, bridging traditional drawing with subtle tech enhancements. They are not passive entertainment devices; instead, they actively build skills, from hand-eye coordination to early writing confidence. The Pro version goes further, introducing a sense of independent creativity through light play, while the Mini delivers repeatable, everyday engagement at an accessible price point.
For retailers, the pairing creates a clear proposition within the Arts & Crafts category. For consumers, it offers scalable creative play that, in a digital age, grows with the child.
Arts & Crafts
Spin Master
01628 535 000 | www.spinmaster.com
Accessory making is the latest creative trend, and the Cool Maker Charm’d Accessory Studio takes DIY accessories to the next level. Designed to make custom charm creation simple and satisfying, this innovative studio transforms a classic crafting activity into a hands-on experience packed with colour, sparkle and personal style.
Young creators can design up to 10 unique charms using a selection of fun shapes, including hearts and butterflies, before filling them with mini gems, icons and holographic mix-ins using the included tweezers. Once complete, kids simply place their design into the studio and press the button to magically seal the charm together, revealing a finished accessory that pops right out.
Finished creations can be worn on the included metallic bracelet chain or clipped onto bags, shoelaces, water bottles and keyrings using the included links and clips, allowing kids to personalise their everyday accessories. Built-in storage keeps all components neatly organised, making the set ideal for independent play, sleepovers and creative afternoons with friends.
Combining fashion-led crafting with imaginative play, the Charm’d Accessory Studio encourages creativity and helps develop fine motor skills while giving kids the freedom to create accessories that are completely their own.
Just Play UK
uksales@justplayproducts.com
Just Play UK’s licensed arts, crafts and activities range from Tara Toy offers families endless creative fun. The collection is set to expand next month to include Disney and Pixar Toy Story 5 items. Already, the animation franchise is one of the biggest in history, both in terms of box office performance and consumer products –and these creative additions will help mark this new chapter for the property.
Families can expect fun new lines and character crafts inspired by the new movie. Creative fun is assured with the Make Your Own Forky and Karen sets. Each comes
Character Options
0161 633 9800 | sales@charactergroup.plc.uk
Kids will soon be able to create their own badges with Character Options’ all-new Giftie Badge Maker. Launching soon, this DIY badge-making kit is packed with 50 badges for children to easily create their very own badge designs.
Children can choose their favourite pictures to make badges or design personalised ones for added creativity – they simply draw or print the badge designs, press to make them, then wear or gift the finished badges. This fun, affordable badge maker kit allows kids to create giftable, personalised badges for their besties. They can use the badge creations to accessorise clothing and bags, pin them to the front of cards and more.
The item also launches with the Giftie Badge Maker App, which will enable users to source and download design templates, as well as allow creators to upload their own photographs to design and print bespoke picture badges.
Lisciani
Arts & Crafts
Zuru
www.zurutoys.com | sales@zuru.com
Zuru is set to expand its Arts & Crafts offering with IP extensions and new launches for the Q2/ Q3 period.
Following the successful launch of the innovative sensory play brand Slime Mart, Series 2 launches with bold new recipes ready to unbox, squish and create. Returning with an all-new line-up of recipes across the different formats from bags to baskets, Series 2 offers fans everything they need to craft hyper-realistic compound food creations from scratch.
The Slime Mart Small Bags Series 2 new products include birthday cake, cinnamon rolls, cherry pie and mozzarella sticks, allowing consumers to create and shape slime into realistic-looking mouth-watering snacks, before decorating with a satisfying mix of toppings such as sugar frosting, cherry jam and fine herbs. In addition to encouraging creativity, once complete, the squishable snacks offer extended tactile play value. Tapping directly into the viral food-making slime trend, which shows no sign of slowing on TikTok, Slime Mart appeals to a broad and highly engaged audience.
As Zuru continues to build its presence in the Arts & Crafts category, it introduces Sticker Therapy, a new calming peel-and-place sticker activity range tapping directly into the growing demand for mindful play. Sticker Therapy kits include precision tweezers, allowing users to carefully place stickers onto themed backdrops and build scenes one layer at a time. Encouraging focus, patience and creative flow, this impulse-price-point range is designed to appeal to a broad audience, from tweens and teens through to adults and collectors.
Together, these latest launches reinforce Zuru’s continued focus on trend-led innovation and momentum within the evolving Arts & Crafts category.
Make It Real
Make It Real is pairing up two of its recent creative-play best-sellers with new partner products to deliver some super-sized creator satisfaction. Devotees of DIY jewellery will be pleased by the 2-in-1 Swift Clicks and Quick Twist set. The award-winning, viral sensation Swift Clicks Bracelet Maker changed the game in 2025 for fans of heishi bead bracelets by eliminating tedious handthreading. This brand-new, innovative device is packaged with the ingenious new Quick Twist for making twisted cord bracelets. The easy-to-use tool produces perfect, even twists, with a whirling effect that’s super-satisfying to watch. With these two tools, crafty kids – whether they’re right- or left-handed – can turn out colourful custom bracelets to wear and share faster and more easily than ever.
Even more of a 2-in-1 is the Mini Pottery and Spin Art Studio: a single mechanical base with a direct-drive motor that’s easily configured as a pottery wheel for crafting air-dry clay creations and as a centrifuge for experimenting with never-before-seen ink effects. The mega-selling, award-winning Mini Pottery Studio was lauded for its inventive tools, progressive projects and mess-free features. In the new Spin Art mode, a patent-pending Spiral Hub ink diffuser and fun-reveal Spin Surprise disks produce never-before-seen ink effects.
Both these 2-in-1 sets offer enormous creative-play value, with easyto-follow instructions, ample, high-quality materials and available video instruction support. It’s also easy to source additional Swift Clickscompatible beads and embroidery thread, non-polymer air-dry clay and spin art ink, which are widely available in craft stores and online, empowering kids to continue creating and building their skills.
2-in-1 Swift Clicks and Quick Twist, and 2-in-1 Mini Pottery and Spin Art Studio are available in autumn 2026. All four imaginative products in these combo sets are also available for purchase individually.
For more information, pricing and order details, please contact Pete Thomson via the details above.
10 vibrant washable colours!
A mix of fine, medium, and wide brushes for differenttechniquespainting
As a leading supplier of arts and crafts ranges, alongside its bestselling RC portfolio, Bladez Toyz is gearing up for a strong second half of the year, driven by the release of the highly anticipated HBO Harry Potter series and the launch of its new range for the fastest growing pre-school property, Blocks Universe.
Ahead of the eagerly awaited HBO series coming to screens later this year, Bladez Toyz has expanded its hugely successful Harry Potter Arts and Crafts collection with a host of new additions.
Joining the popular Light Up range is the Make Your Own Knight Bus – an easy-tobuild kit requiring no glue or scissors. Crafters simply slot together the sturdy card parts to recreate the famously haphazard, triple-decker bus. Designed to sit alongside the other Make Your Own Light Up kits, including the iconic Hogwarts school and the ramshackle Weasley family home, the set also features cute details such as the beds inside the bus. Once assembled, LED lights bring the bus magically to life to create an eye-catching display piece.
Following the success of last year’s Make Your Own Magical Creatures range, featuring fan favourites Dobby and Hedwig, Bladez Toyz has now introduced the brand new Make Your Own Characters range. Fans can build impressive 3D models of beloved characters, including Harry, Ron and Hermione and the loveable giant Hagrid. Standing over 25cm tall and made from sustainable cardboard, these figures offer the perfect collectible display piece for Harry Potter enthusiasts of all ages.
Later this year will also see the launch of a brand-new arts and crafts range inspired by the much-loved Blocks Universe brands. Bringing together favourites from Numberblocks, Alphablocks, Wonderblocks and Colourblocks, the range combines creativity and learning in a colourful selection of arts and crafts products, with RRPs ranging from £2.49 up to £24.99.
The collection includes the ever-popular Sticker Activity Sets and Bumper Activity Sets, perfect for on-the-go fun, alongside new additions such as Colouring Rolls, Magnetic Scribblers and Colouring Tables designed especially for young fans. Also joining the line-up is the Ultimate Bumper Activity Set, packed with more than 200 pieces to colour, create and stick, which will keep children entertained for hours.
Broadcast in over 100 countries and supported by a strong digital presence, the evergreen Blocks Universe brands continue to be trusted by parents worldwide and used as a resource in schools. The latest range from Bladez Toyz offers children even more opportunities to build key skills through a fun and imaginative mix of play-based learning.
Bladez Toyz has earned a reputation for delivering unique, accessible and affordable arts and crafts ranges, with a growing licensing portfolio that includes Hot Wheels, Barbie, Minecraft and Mojo Swoptops alongside the brands above. With even more iconic licences set to join their portfolio throughout 2026, there is plenty more excitement for everyone from pre-schoolers to kidults.
House of L Toys
sales@houseofltoys.com
Kids can get ready to squish, decorate, customise and wear their very own Whippy Chibis creation. The all-new Decoden Surprise Capsule combines collectible surprise play with hands-on creativity, giving creative minds a fun and imaginative way to design personalised squishy charm accessories.
Packed inside every capsule is a super soft squishy surprise character waiting to be revealed. Each Whippy Chibis Decoden Surprise Capsule includes everything needed to create a one-of-akind wearable charm. Children can open the capsule to discover one surprise Whippy Chibis character, along with colourful mini charms, a wearable silicone charm loop, stickers and special decoden cream. With surprise coloured decoden cream included in every capsule, all characters can be uniquely personalised with sweetinspired designs and colourful decorations. Consumers can add bows, hearts, fruit charms, stars, sprinkles and more to give every Whippy Chibi its own style and personality. No two designs are ever the same, encouraging creativity, self-expression and imaginative play with every capsule opened.
Once decorated, Whippy Chibis transform into a wearable accessory that can go anywhere. Consumers can clip it onto backpacks, handbags, pencil cases, keyrings, or display it proudly as part of a growing collection. Combining collectible play with customisable craft fun, Whippy Chibis taps into the growing trend for wearable mini collectibles and kawaii-inspired accessories.
With Series 1 featuring five adorable characters to collect, every capsule delivers the thrill of a surprise reveal. Kids will love discovering which squishy friend is hidden inside while enjoying the satisfying soft squishy texture that makes Whippy Chibis fun to squeeze, style and display. Perfect for creative play and screen-free fun, Whippy Chibis encourages imaginative customisation and hands-on creativity in endless ways. Whether decorating solo or creating with friends, every capsule offers a creative experience with repeat play value and collectible appeal.
Light up creativity with the NEW CANDLE MAKER STUDIO
NEW
MY SKINCARE STUDIO a customisable skincare lab for kids to mix, make
Workbench and accessories included to decorate and personalise
Craft Buddy is preparing for one of its biggest licensed launches to date in 2026 with the debut of Li’l Worlds – a new range of collectible miniature model kits and Book Nooks designed to bring one of the fastest-growing hobby categories to a wider family and kidult audience.
Launching at retail from September 2026, the range combines accessible price points from £7-£39 with premium display-led Mini Rooms, Scene Boxes and Book Nooks inspired by licences including Harry Potter, Hello Kitty and Anne Stokes.
Designed for ages 6+ through to adult collectors, Li’l Worlds combines creativity, collectability and décor-led gifting with strong long-term consumer appeal. Retailer response at the London Toy Fair, Spielwarenmesse and Creativeworld Frankfurt has already positioned Li’l Worlds as one of its most anticipated launches for 2026.
Alongside Li’l Worlds, Craft Buddy’s spring/summer 2026 portfolio licensed collection includes the Hello Kitty and Friends Collection featuring the award-winning Sticker Album Starter Pack, with 102 stickers to collect and crystalise; collectible blind bag sticker packs, Buddies Kits, Bag Charms, Scrolls and Cards designed to drive strong collector engagement amongst Gen Z and kidult consumers.
For Star Wars fans, the Crystal Art collection expands for the newly released The Mandalorian and Grogu movie, with an innovative Mandalorian & Grogu Crystal Art Duo Buddies XL Kit, alongside current Buddies, Scrolls and Cards Kits. Disney Pixar’s Toy Story also features ahead of the franchise’s movie releasing this month, with Crystal Art Buddies and Bag Charms starring Woody, Buzz Lightyear, Jessie, Rex, Alien and Lotso.
Celebrating the 25th anniversary of Harry Potter's publication, the Wizarding World headlines the latest expansion of Craft Buddy’s award-winning Crystal Art Pin Badge blind bag collection, featuring 16 collectible designs launching ahead of HBO’s highly anticipated Harry Potter and the Philosopher’s Stone television series premiering on Christmas Day 2026. The wider portfolio also includes Peppa Pig Crystal Art Junior XL Buddies, crafting kits and cards for ages 4+, featuring large gems designed for younger crafters.
Further building momentum for autumn/winter/Christmas 2026, Craft Buddy is currently developing seasonal collections featuring Disney, Marvel, Hello Kitty and Friends, Harry Potter, The Grinch, Me To You, Sonic the Hedgehog, Shrek and NBCUniversal properties, spanning festive formats, stocking fillers and collectible gifting lines.
Across its licensed portfolio, Craft Buddy continues to champion mindful, screen-free crafting through accessible collections designed to boost retail sell-through, increase consumer engagement and create impactful in-store displays.
Hornby Airfix
tradesales@airfix.com
As interest in ‘slow craft’ continues to grow, more families and hobbyists are looking for creative, screen-free activities that offer relaxation alongside a sense of achievement. Model making fits perfectly within that trend, combining cutting, glueing, painting and displaying into a hands-on project that rewards patience, focus and creativity.
This summer, space exploration provides timely inspiration for arts and crafts enthusiasts following the successful return of Artemis II on 10th April, the first crewed lunar mission in more than 50 years. The mission has brought space travel back into public conversation, while the Apollo 11 anniversary on 20th July offers another key moment just before the school holidays begin.
Airfix is marking the occasion with three space-themed Gift Sets, each designed to offer an accessible and engaging craft project for beginners and experienced modellers alike. Presented in matching 1:144 scale packaging, the range celebrates some of the most iconic spacecraft ever created.
The SLS Artemis Gift Set features the rocket which led humanity’s return to the Moon, while the Saturn V Gift Set honours the launch vehicle that carried astronauts to the lunar surface for the first time 57 years ago this July. Completing the trio is the Space Shuttle Gift Set, celebrating the spacecraft that defined crewed low-orbit flight for decades.
Each Gift Set includes everything needed to get started straight from the box, including the model kit, acrylic paints, glue, brush and decals. The experience offers hours of focused, creative activity, with the added satisfaction of a finished display piece once complete.
Arts & Crafts
John Adams
01480 414 361 | sales@johnadams.co.uk
John Adams boasts a strong reputation in the Arts & Crafts category, with a creative line-up that kids can enjoy with easy-to-achieve results.
Joining the range for 2026 is the new official Pin Badge Maker, which lets creative kids craft special enamel-effect trend-based pin badges to wear, share and collect. Kids pick a badge, pop it in the press and paint their own design, with 15 pin badges included to make, personalise and trade. The special gel paint sets in just a few minutes in the drying unit, so there is not a long wait before the fun really starts. Kids can then use their badges to style their jacket, bag, bucket hat or pencil case, wherever they want to show off their vibe. Gift-ready backing cards make it easy to share with friends, and a themed booster pack will be available for even more badge-making fun.
New for younger children, the Peppa Pig Fuzzikins sets are a brilliant addition to this well-loved range. Available in two sets, George and Mr Dinosaur and Peppa, Evie and Duck, each features soft flocked Fuzzikins figures that little ones can colour in, rinse clean and start all over again with the washable pens. Each set includes a cardboard bed or cot, a colour-in fabric cover, colour-in stickers and packaging that unfolds into a play scene.
Squishies and fidget toys show no signs of slowing down, and Doctor Squish continues to be one of the strongest names in that space. Backed by the global social media creator, the Doctor Squish Squishy Maker enables kids to make their own squishies at home. They can add water to make the slime, fill the clear TPR balloons with sparkles, confetti and sensory fillings, seal them up, and they will have a completely personalised squishy. The refill packs keep the fun going, and for something a bit different, the Glow It edition adds a glow-in-the-dark twist.
The Lockitz Luxury Studio continues to be a strong line. Kids can mix and match decorations to create their own personalised bag charms and necklaces. They can look through the magic zoom bead to reveal a colourful positive message inside, to wear and share. Everything stores neatly inside the studio itself, and six bag charms and two necklaces can be made and remade with lots of different combinations using the decorations and messages.
All key brands will be supported by full advertising campaigns, influencer gifting and social media activity.
CCG Companies
07807 128 638 | jonathan.wheatstone@wowstuff.com
CCG Companies is an international market leader in creative craft products for both children and adults. Established in 1993, the company has built a strong reputation for developing innovative hobby, craft and painting products designed for consumers aged 4 to 99. Recently, CCG became part of Troy Companies International, further strengthening its global position and growth ambitions.
Operating from its headquarters in Hedel, the Netherlands, CCG serves customers worldwide. Supported by a state-of-the-art external warehouse facility, the company ensures efficient daily deliveries to both domestic and international markets.
CCG’s diverse portfolio includes several well-established brands, each targeting a distinct consumer segment. Moxy offers an extensive range of craft and colouring materials, games and puzzles for young children. Positioned primarily within the discount retail channel, the brand combines attractive pricing with reliable quality.
Besties is a creative lifestyle and stationery brand aimed at young girls with a passion for fashion and self-expression. The range includes drawing and colouring products, as well as accessory and jewellerymaking kits.
Totum is globally recognised for its expertise in developing arts and crafts sets for children aged 3 to 10. The brand is particularly renowned for its licensed craft toys and collaborates with leading entertainment companies, including Disney, Universal, Spin Master and Mattel. Every concept is carefully designed to inspire creativity and capture children’s imagination.
Craft ID focuses on the adult hobby market, offering a premium collection of art and craft supplies. Combining quality, innovation and affordability, the brand empowers consumers to express their creativity through trend-driven products and high-performance materials.
Nassau Fine Art inspires artists of all skill levels with a comprehensive range of premium drawing and painting materials. The brand is known for combining quality, durability and affordability within a professional-looking product line.
Arts & Crafts
Wigston Global
ben.cornwell@wigstonglobal.com
Following a successful launch into a major UK grocer in October 2025, ArtSpace is rapidly establishing itself as a fresh new name within the Arts & Crafts category. Developed by Wigston Global, the brand has been created to combine contemporary design, professional-quality art materials and accessible pricing, delivering a more elevated creative experience for today’s consumers.
Designed with adult creatives, hobbyists and aspiring artists in mind, ArtSpace taps directly into the growing demand for mindful creativity and artistic selfexpression. The range focuses on stylish, trend-aware products that feel premium both on shelf and in use, while remaining accessible for consumers looking to explore creativity at home.
The collection spans a broad mix of core creative categories, including dual-tip alcohol markers, coloured sketching pencils, acrylic paint sets, paint-by-numbers, mindful colouring books and gem art kits. Each product has been developed with a strong focus on presentation, usability and shelf impact, featuring sleek packaging and contemporary branding designed to stand out within an increasingly design-led category.
One of the brand’s strongest points of difference is its ability to bridge the gap between affordable retail products and artist-quality materials. Consumers are increasingly seeking creative tools that feel aspirational without becoming overly specialist or intimidating, and ArtSpace has been carefully positioned to meet that demand. The result is a collection that works equally well as a gifting purchase, hobby product or everyday creative essential.
Building on the momentum of ArtSpace, Wigston Global is also preparing the launch of Art Attic into additional major retailers later this year. While ArtSpace focuses on premium artist materials and creative tools, Art Attic has been developed as a more craft-led adult arts and crafts brand, inspired by the continued rise in hobby crafting, cosy creativity and athome making trends.
The Art Attic collection will focus on highly engaging creative activity formats, including gem art, paint-by-numbers, mindful colouring, craft sets, painting accessories and mixedmedia creative kits, all presented in sophisticated packaging designed to maximise shelf impact. The brand has been carefully developed to appeal to consumers looking for relaxing, rewarding and visually appealing creative experiences, while maintaining Wigston Global’s core focus on premium quality at accessible prices.
Across both brands, Wigston Global continues to invest heavily in innovation, trend forecasting and retail execution, with new launches and seasonal introductions already planned throughout 2026. As demand for creative wellbeing, hobby crafting and artistic self-expression continues to grow, ArtSpace and Art Attic are well-positioned to offer retailers fresh, contemporary ranges that combine quality, creativity and strong commercial appeal.
One of Canal Toys’ standout launches in the well-established So Slime brand for 2026 is the So Slime Fairy Potion Maker. Launching this autumn/winter season, kids can enter a magical fairy world by creating unique DIY slime with plenty of sparkle. Crafters mix powder and water to start creating their own slime, press the star on the potion maker to ‘glitterise’ the slime for an extra customisable element, then turn the enchanted key in the potion maker to activate fairy sounds and special light effects. Kids can store their cool slime creations in cute little jars to take them on the go and have them for safekeeping.
Kids can step into the ultimate slime creation set and become a slime inventor with the Slime Experience Lab. A first-of-its-kind product, the slime creation set features a unique LCD screen allowing kids to choose the type of slime they would like to create. From choosing their slime type, kids can mix the ingredients, colours and scents, giving over 100 different ways to customise their fun, slime creations.
Two new garden-themed additions joining the So Slime range this year include the Flower Mini Garden and the Flower Shop. The Flower Mini Garden (available now) enables children to create colourful and scented themes with unique textures in six adorable flowerpots, all housed in a greenhouse. Launching later this year is the So Slime Flower Shop. Kids can pick flowers, then add petals to the slime to colour it and make pretty clay flowers to decorate their slimes further for extended play. They can also add further decorations and charms before proudly displaying the slimes in their own shop. Kids can sprinkle their flowers with a cloud of glitter using the mini watering can, adding that extra layer of magic to their creations.
One of this year’s new additions to the Style 4 Ever range is the Mini Camera Bag
Charm Kit, a trendy mini digital camera which kids can customise with beads and charms. Consumers can clip it onto their bag and take pictures and videos anywhere. The Keychain Factory is a 3-in-1 keychain studio, combining trendy paracord braiding, dazzling aqua charm creation and personalised design with a multitude of beads and charms for endless fun. This set includes up to 10 keychains to personalise.
Art Lab is a hands-on art brand for kids who love making things that look cool and impressive. Canal Toys continues to offer innovation with the new Paint Colour Maker. Children can choose a colour using the included colour card guide, create their shade using the colour maker studio and paint trendy posters by numbers. There is a total of 10 posters with brushes in this arty set for painting fans.
For further information on these items and the full range available at Canal Toys, get in touch with the team via the contact details above.
Arts & Crafts
Clementoni
www.clementoni.com | paul.fogarty@clementoni.com
Clementoni’s multi-award-winning Idea! brand strengthens its position in trend-driven creative play, offering repeat-purchase value, strong gifting appeal and on-trend self-expression for 8-12-year-olds. Following the phenomenal success of the Idea! Pen Creator Studio, the concept is evolving for 2026 with Marker Creator Studio, which takes pen creation to the next level. Children can not only make a decorative marker pen but can also endlessly redesign it to incorporate different decorations. It comes with a workstation, which can be detached to form a separate display base. The Idea! stationary range is also expanding with licences for 2026, following the huge success of Disney Stitch pen Creator. New products include Harry Potter, Hello Kitty, KPop Demon Hunters and more.
With the heart of Idea! being all about design and creation, the brand is expanding with new kits for Christmas 2026. Candle Maker Studio not only provides kids with a candle-making kit, but it also lets them get creative with wax decoration to customise their product.
Trends UK
01295 768 078 | info@trendsuk.co.uk
Trends UK’s arts and crafts portfolio includes both new and nostalgic IPs that deliver endless, mess-free, creative fun. As the exclusive UK&IE distributor of Hama, the original arts and crafts bead brand, Trends UK is the place to go for creative play. The vast offering includes licensed and unlicensed lines for all budgets – all affordable, accessible and packed with play value. Not to be missed are the all-new Bluey-branded Hama products that offer children a new way to enjoy all the characters beyond the screen. Each set provides young fans with all they need to create Bluey-themed designs. There are fresh designs to create in the Peppa Pig line, too, featuring the latest addition to the family – Baby Evie. Trends UK’s award-winning creative play brand, Paint Pop is perfect for young families looking to get creative. The collection is loved by children who just want to let their artistic side run wild – and is ideal for parents and teachers who want to provide all the fun of arts and crafts with little to no mess. The core Paint Pop Paint Sticks collection is available in storage tubs and assorted pack sizes. These colourful, chunky paint sticks offer the perfect introduction to painting and doodling. Kids simply twist the stick to paint away the messfree way; the smooth, glide-on paint works without needing water or brushes. The range continues to grow this year to include other items too, including the PaintAway Washables pack that comes with a variety of vibrant washable colours, brushes and shaped sponges for kids to create artistic, detailed masterpieces to hang around the home. Designed for easy clean-up, the paints wash out effortlessly, making arts and crafts simple and stress-free. There’s a brand-new Sparkly Wonder Window Art Set, too, which lets kids create eye-catching window displays by tracing colourful, repositionable designs onto acetate to stick to windows, mirrors and more.
Vivid Goliath
01483 449 944 | www.vividtoysandgames.co.uk
Peppa Pig Doodle Town invites little ones into a world of colourful, creative adventures with Peppa and her friends. Inspired by Peppa’s love of everyday fun, children can bring their imagination to life through doodling, stamping and storytelling.
Designed especially for small hands, the chunky, easy-grip markers feature character toppers including Peppa, George and Evie, helping make every drawing feel part of Peppa’s world. With four washable markers, two stampers and a roller stamper, little artists can explore colours, patterns and playful scenes in their own Peppa-inspired town – ideal for encouraging early creativity, fine motor skills and lots of giggles along the way.
Consumers can also get ready for giggles and colourful creativity with the Peppa Pig Doodle Wheels Family Car. Featuring Peppa in her iconic red car, this playful set turns drawing into a fun-filled adventure. Kids simply pop one of the five washable markers into the car, attach the Peppa topper, and give it a gentle push to create wiggly lines, loops and swirls as the wheels roll along. Little ones will love discovering how movement creates different patterns – just like a real Peppa adventure on the road. This range is an engaging way to build creativity and coordination through play.
The Peppa Pig Town Doodle Set is an all-in-one creative play kit where little ones can create, colour and explore Peppa’s world. Children can spin the roundabout to make fun circular designs or send Grandpa Pig’s boat gliding along the river to draw playful patterns across the wipeable Peppa Town mat. With Peppa and Mummy Pig toppers, two stampers and six washable markers, there’s everything needed for messfriendly, imaginative play. The Peppa Pig Town Doodle Set is ideal for little kids who love hands-on fun and bringing Peppa’s world to life.
Hunter Price International has expanded its own brand arts and crafts portfolio, with the addition of Artio, a new accessible creative brand, which is set to arrive in the UK market later this year. The launch follows the success in the adult Arts & Crafts space, further cementing the company’s position as a growing force in this creative category.
Designed to inspire creativity through accessible, trend-led and engaging products, Artio has been developed to meet increasing consumer and retail demand.
Hunter Price has committed to developing meaningful own-brand propositions which align with evolving consumer trends, while fuelling creativity, self-expression and screen-free activities across a broad audience.
Following the momentum of its exclusive own brand propositions, Artio aims to build on the business’s growing reputation for delivering innovative, commercially strong creative ranges. The debut collection will introduce fresh concepts across Arts & Crafts, combining strong visual appeal with quality craft activities.
The launch of Artio forms part of Hunter Price International’s wider strategy to continue expanding its portfolio of own brands across Stationery, Arts & Crafts and Creative Play.
Moose Toys
01637 882 200 | www.moosetoys.com
Moose Toys, the leading toy innovator behind Gui Gui, one of the best-selling slimes of 2025, shows every sign of maintaining its elite status with an impressive year-two line-up on deck.
Fans of Gui Gui will find myriad new ways to experience their favourite multi-sensory slime, including Gui Gui KPop Demon Hunters, which gives the beloved characters of Netflix’s most popular film a squishy, stretchy, sparkly glow-up. Gui Gui has been a golden opportunity to deliver exactly what fans crave. Launching this June, fans can craft their own gorgeous Gui Gui slime inspired by their favourite characters: Rumi, Mira, Zoey, plus Derpy Tiger, along with a limited edition Golden slime, each one containing a unique texture, signature scent and themed mix-in charms, plus a collectible character plaque.
Also new is Gui Gui Minis. Each beauty-inspired Mini comes in a miniature version of the iconic jar on a cute compact keychain and features its own unique texture slime. Kids can choose from Clear, Butter, Gloss, or Cloud, which are infused with delicious scents and paired with a mix-in booster.
The 2026 Gui Gui line-up also includes influencer collaborations featuring curated slime drops by beauty and DIY influencers Salish Matter (12m followers), Sydney Morgan (20m followers) and Grace Mary Williams (2.7m followers).
In addition to being a standout slime brand of 2025, Gui Gui won a prestigious TOTY (Toy of the Year) award for Creative Toy of the Year and has received global nods. Since launching in April 2025, it has been a top-selling item at all major retailers.
•Ever y t hing needed in one box: t he kit, paint, glue and brush
•Designed wit h t he beginner in mind from t he outset
•Wide array of choice, modern supercars, classic cars, militar y vehicles and aircraf t
The per fect star t to an amazing hobby!
No glue no pain just bui
•Tough enough to be a to or smar t enough to display!
•Complete wit h s tands, s t ickers and rolling w
Overflowing with creativity 2
026 is shaping up to be an exciting year for Curious Universe. Having enjoyed exceptional results with some of its latest brands and product releases, the company is currently preparing for the launch of a selection of innovative new brands and sub-brands in the Arts & Crafts category which will inject even more freshness into its diverse portfolio. “Our toy portfolio revenue is more than double last year’s, and we’re very pleased with how we’re progressing,” John Styring tells Toy World.
“We cover many different areas in the business, with a portfolio that includes books, stationery and arts & crafts, which all continue to grow. We’ve learnt a lot in the last four to five years since starting, and we’re excited to be launching new products across a variety of brands that we’re very proud of and will bring fresh innovation to the Arts & Crafts and Stationery categories.”
The popular Nano Tape Magic brand continues to flourish with no signs of slowing down. Launched in the UK market in July 2024, the idea for Nano Tape Magic was inspired by the viral hashtag #NanoTape on social media platforms, including TikTok. With consumers always looking for new ways of crafting and creating, Curious Universe launched a range that incorporated nano tape into fun DIY projects, enabling children to make their own customisable, squishy and interactive crafts. Nano Tape Magic has sold a total of 1.5m units to date, and more innovation is on its way in the form of sub-brands that tap into some very popular trends.
“Nano Tape Magic continues to be very popular and successful for us,” states John. “The brand has clearly established itself and continues to branch out into more international markets. It’s interesting how
Curious Universe has developed a reputation for delivering innovative ranges that will get creative juices flowing in consumers of all ages. Gabriela Jiménez García caught up with the company’s CEO, John Styring, and Brand Marketing Manager, Codie Goddard, to learn about new developments in the company’s portfolio.
we’ve effectively taken the skill of crafting into plenty of different, exciting areas.” With a solid line-up of different craft projects in themes including Cute Animals, Cute Fruit and Kawaii Creations, the brand is tapping into hot fads that are currently dominating social media, including wearables and collectibles, with three new additions joining the portfolio: Nano Tape Magic Wearables, Nano Tape Magic Collectibles and Nano Tape Magic Googly Eyes.
Featuring refreshed pack designs, these three new sub-brands will enable crafters as young as six years old to create their own personalised collectibles and accessories that they can then wear, share and display on backpacks and keychains. “One main characteristic that remains consistent across most of our brands is the wearable aspect,” highlights John. “Consumers have the option to attach their creations to their belongings and showcase their art if they wish. I like that we’re linking that wearable factor across all our brands with the new lines we are creating.”
Decoden Magic is another cornerstone brand in Curious Universe’s line-up, characterised by its distinctive puffy glue material used to create cute, kawaii accessories and vinyl stickers. Launched in September 2025, this viral brand was inspired by the decoden DIY craft which emerged in Japan in the early 2000s. Decoden Magic has sold three-quarters of a million units so far
John Styring
Codie Goddard
Crafty Gifts Crafty Gifts for Curious Minds!
Includes our unique, child friendly Punch Needle tool. Create dazzling foil designs and colourful keepsakes! charms and jewellery! Perfect to make, wear and share with friends. Let’s unlock the power of play
Company Profile Curious Universe
and continuously achieves strong numbers on social media, with users often describing it as an ‘addictive’ and ‘satisfying’ craft. This year, the brand is expanding with refreshed sub-brands that feature a bold look and vibrant, attention-grabbing packaging designed to capture the Tween market. The latest additions include Decoden Magic Fashionista and Snackables. With Decoden Magic Fashionista, crafters will receive kits that are packed with fashion-forward charms, puffy glue and accessories that can be used to personalise items such as hair clips, trinket boxes and mirrors. Meanwhile, Decoden Magic Snackables taps into the viral kawaii foodie trend, with gourmet charms and iced puffy creations.
The Water Bead Magic brand, which launched last year, has also seen good numbers so far and is being refreshed with a brand-new sub-brand. Water Bead Magic 3D is set to launch this autumn/winter with three different kits that enable crafters to create collectible 3D food items, including 3D Burger & Fries, Lollies and Cute Cakes, alongside the new Deluxe Potion Kit, which includes slime and potion-shaped bottles that can be displayed on a press-out potion shelf. “Once we’ve established a brand, the challenge and excitement start,” states John. “It then becomes about how we can introduce other worldwide viral trends into our product development.”
Besides evolving some highly successful existing craft brands, Curious Universe is continuing to expand the Arts & Crafts category by launching new brands that incorporate a ‘play’ element into crafting, something that is increasingly being recognised as ‘craftoy’. Speaking about this new development, John tells Toy World: “Craftoy is about combining arts & crafts with play-driven toy elements and recognising the creativity of toys. Many of our upcoming innovations are a hybrid of toys and craft. While ‘craft’ can be defined as creating something from scratch and utilising a skill to build something, our new products offer the opportunity to create a toy that can be played with, which enhances the experience and makes everything more enjoyable. We’re not the only
company doing this, of course, but I think we’re doing it well, and our customers are attracted to the range of products we are developing.”
Squishy Maker Magic and Slime Suckers are two of the brands arriving this autumn/winter, both merging craft with toy for added play value and a more fun crafting experience. With Squishy Maker Magic, children can create their own squishy toys by pouring a magic mixture into a mould and setting it before they can squish and play with the final product. Like most new launches, the Squishy Maker Magic kits are available in various trendy themes, including Axolotl, Bubble Tea and Kitten, and three formats: Minis, Classics and Deluxe, to cater to all price ranges.
The highly anticipated Slime Suckers range also brings a fun element to the viral slime trend while also providing a customisation aspect. With this range, kids can create their own slime with added charms for extra texture, feed it to their Slime Sucker – which comes in different characters, such as Icky Unicorn, Icky Sea Sheep, Icky Capybara and Icky Dinosaur – and squeeze to release the slime back out. “With these new ranges, kids are going to enjoy creating something, but then they’re also going to enjoy playing with it afterwards,” affirms John.
Another new brand joining the company’s line-up this autumn/winter is Charm It Up, which draws on the trend of customising accessories for a touch of fun and personality. With this range, consumers have the option to decorate charms with fun materials and add them to the included accessories, such as bag tags, wristbands, pencil cases and tote bags. The range includes fun charms in themes such as Unicorn, Bubble Tea, Cute Animals, Kawaii and Capybaras.
Another new launch, arriving just in time for the back-to-school season, is Pen Maker Magic. The range features kits that include everything needed for kids to create and customise their own pens. Within each kit are fun charms, glittery sparkles and a magic gel that makes the charms float. Kids can then add little toppers to finish off, and one of the pens even lights up for an extra touch. John tells Toy World: "Unlike some of our other ranges, Pen Maker Magic features a much simpler craft in which anyone can easily assemble a pen and freestyle their creations. We’ve incorporated innovative touches through features such as the light-up aspect, as well as many other creative themes, such as rainbow-styled pens and a variety of toppers for personalisation. We’re launching it a little bit early, so it ties with back-to-school and drives gifting through into autumn/winter.”
Licensing remains an area of growth for Curious Universe, which the company is continuing to nurture through new partnerships set to captivate a broad audience ranging from pre-schoolers to teens and nostalgic kidults. “Licensing is an exciting area for us,” says John. “We have just secured a partnership with Sanrio, which I believe will elevate some of our existing brands, including Decoden Magic and Pen Maker Magic. Furthermore, Jazwares’ Squishmallows is another licence that we continue to collaborate with, and which we are bringing to some of our new brands, including the Pen Maker Magic range.
“We’ve also got new relationships with Mattel’s Hot Wheels, Barbie and Monster High, with product featuring these licences coming shortly, and we’ve renewed our licensing agreement with Cocomelon and Paw Patrol. We’ve certainly expanded our licensing portfolio, and we are targeting more major licensing agreements for 2026/27 that we can’t yet announce, so watch this space.”
When it comes to the brainstorming and development process for Curious Universe’s product portfolio, Codie Goddard tells us that the team spends a vast amount of
time researching and gathering data online, which will then aid the creation of future product ranges. “Many of our arts & crafts brands are social media-driven, and we make a conscious effort to ensure that we are looking on those platforms to see what people are interested in,” she says.
John also reveals that running focus groups has helped during the development of some of its most famous brands. “I remember when we were marketing Decoden Magic, we sat with a group of about 100 children and saw them innovating a hybrid, combined Nano Tape Magic and Decoden Magic project,” he explains. “They were going off and finding pots elsewhere and bringing them back, then customising them. Seeing the product in action helps us deliver what the crafters like and provide exciting extensions to a product range.” John adds that the team also spends a lot of time exploring different ways of crafting and considering whether they’d work within the Curious Universe portfolio, as well as always looking globally in terms of what may or may not be of interest to its audience.
Having a strong marketing strategy is another crucial aspect of Curious Universe’s success, with the company often working hard to develop marketing assets that will engage with consumers directly and ensure the longevity of its brands. “One thing that we are doing that we didn’t do two or three years ago is really bringing our marketing activity to life,” explains John. “We’ve been working with influencers who are passionate about crafting and creating as the best way to portray what our brands are about and how our crafts come together.”
“We also support our key retailers by providing compelling marketing assets,” adds Codie. “A major focus for us is creating top-tier videos and visuals that showcase our brands and their SKUs. We develop these marketing packs for our international and UK customers to enhance their eCommerce efforts, as well as for our sales team to assist in selling the products. Our marketing efforts also include creating traditional press coverage for girls' print publications, as well as competitions and giveaways.”
John tells us that global expansion is another key focus at Curious Universe. Having established itself in the UK, expanding internationally is something the company is looking forward to in its next chapter. “We’ve taken on 24 distribution relationships in 2025/26, and we’ve also set up a new German office, which will help expand our presence in Europe, particularly in our other divisions,” he says. John adds that the company also has a key focus on the US market and plans to expand in that region. “We grew our US market by 50% in 2025/26, but we are planning to double that in the rest of 2026 and going into 2027. One of our key sales representatives is in the US right now, targeting many of the mass-market toy retailers for next year,” he concludes.
As our interview comes to a close, I ask both John and Codie: If you could only keep one range in your portfolio, which would it be and why? Codie opts for one of the company’s newest launches, Pen Maker Magic. “I’ve fallen in love with the brand; I can’t wait to see how it’ll perform in retail once it launches.”
Meanwhile, John chooses one of the first launches that helped set Curious Universe on the path to success. “My personal favourite brand is Rock Painting,” he reveals. “I did a quick bit of research, and we’ve sold 7m rocks in the last 18 months to two years. It’s interesting because we have taken that quite basic skill and turned it into a very popular range, which has ended up as one of the bestselling lines through our eCommerce channels, including Amazon. I thought it was good to reference back to a line that kicked off that bent of creativity, while still being a toy.”
The right marketplace to be
As an eCommerce platform, Walmart Marketplace allows third-party sellers to list and sell products on Walmart.com. Toy World sat down with Marion Sakowski, Director of Business Development of the platform, to discuss how Walmart Marketplace has evolved since its launch in 2009 and how it can help toy businesses grow.
Can you tell us about Walmart Marketplace and how it has developed since its launch?
Walmart is a people-led, tech-powered omnichannel retailer that helps people save money and live better in stores, online and through their mobile devices. Walmart Marketplace offers customers access to a much broader range than they can find as part of our owned assortment and allows international businesses to sell products directly to customers on Walmart’s website and app. Toys have always been a popular category with Walmart
customers, and now we’re seeing rapid growth in collectibles too. For instance, sales of trading cards have soared, and some categories are growing over 10 times year-on-year.
As the platform continues to grow, Walmart supports sellers with resources, analytics and promotional opportunities, making it a competitive and dynamic space for businesses to expand their reach and succeed online. Today, Marketplace is a place where both emerging brands and established global players can launch quickly, learn fast and scale with confidence.
How many customers visit the site?
Walmart serves an enormous base of loyal, repeat shoppers. Each week, approximately 270m customers and members visit Walmart stores and eCommerce channels worldwide. And in the US, approximately 90% of the population lives within 10 miles of a Walmart store.
What differentiates you from other online platforms?
A few things truly set us apart, including the fact that we provide human, seller-first support. Our people-led approach is a core part of our brand; sellers consistently tell us they feel seen and supported, not lost in a system. As a result, last year we opened an office in London to support sellers based in the UK and Europe to get started and to grow.
Through its omnichannel reach, Walmart customers discover products online, in stores and through the app, with conveniences like easy in-store returns that boost conversion. The retailer also provides flexible, sellerfriendly economics with no setup fees or monthly fees, transparent incentives and one of the most competitive fulfilment cost structures in the industry.
We also provide tools shaped by decades of retail experience; Walmart brings 60+ years of merchandising and supply chain expertise into Marketplace, helping sellers operate with confidence. Walmart is a brand US customers know and trust, and our mission in Marketplace is to offer customers the most trusted global commerce experience. We do a lot of things to maintain this trust, including robust verification of new businesses and their products. Maintaining customer trust benefits not only our customers, but also all the businesses selling on Walmart.com.
Sellers can also opt into various service offerings, which give them another tool to streamline their operations and grow. First, there is Walmart Fulfillment Services (WFS), which provides US-wide fulfilment and delivery coverage. Businesses can use WFS to fulfil customer orders on Walmart.com and across other eCommerce sites they sell on in the US. This multichannel solution empowers businesses to have fast, reliable shipping wherever their customers shop. Sellers can further accelerate growth through Walmart Connect
Retail Profile
by leveraging advertising to reach customers at scale. Connect gives businesses access to multiple ad options; for example, Sponsored Search and Onsite Display allow you to promote your products on Walmart.com and on the Walmart app, and other solutions, like Search Engine Marketing (SEM) and Sales Rewards and Attribution, gives businesses the power of Walmart’s brand and data to reach customers shopping on external websites and through search engines like Google.
It’s not just another channel – it’s a platform built to grow with sellers.
What are the benefits to toy companies of selling via Walmart Marketplace?
Toy brands receive three major advantages, including access to millions of ready-to-buy shoppers across categories – from everyday family purchases to collectors seeking niche or premium items.
Walmart also provides companies with essential tools they need to stand out, including rich content, search insights, Repricer and Walmart Connect advertising, which delivers exceptionally strong new-to-brand customer reach across formats. Companies will also have access to flexible growth paths, whether they’re testing a few SKUs, expanding a direct-to-consumer range or scaling a full catalogue into the US.
For UK-based and European toy companies, Walmart Marketplace is a way to reach US families and collectors at scale without needing a US retail footprint.
How do you support vendors from a fulfilment/returns point of view?
Sellers can fulfil orders themselves or use Walmart Fulfillment Services (WFS) – and they can test WFS with as little as a single box of inventory. There are no minimums, which gives international sellers a low-risk
Walmart Marketplace
way to trial the service.
WFS offers two-day delivery (restrictions apply), highly competitive rates and nationwide coverage through Walmart’s fulfilment network. Sellers using WFS achieve, on average, 50% GMV growth on items fulfilled by Walmart with fast delivery promises.
With WFS, customers also benefit from free and easy in-store returns, which increases trust and conversion –something especially valuable for categories like toys.
What is your approach to pricing on the platform?
We operate a level playing field where the best item, price and delivery speed win the customer. Sellers maintain full control of their pricing strategy, supported by tools such as Repricer and pricing insights dashboards.
Our fees are transparent, competitive and there are no setup or monthly fees, giving sellers more margin from day one. Referral fees vary based on the category and product type and are only deducted once a sale is completed.
How do you support vendors when there are problems? And how complex is it for suppliers to navigate your processes and procedures?
Support is tailored to the seller depending on their
business model, set-up and growth plans. Some sellers choose to work with a Walmart Approved Solution Provider. These providers are already familiar with Walmart’s processes and procedures, and how to get sellers the support they need. Many UK-based solution providers already work closely with us. For others, it makes sense to work directly with us – especially if they want to manage their logistics through WFS. There are also plenty of self-serve resources, such as Walmart’s Marketplace Learn and Seller Academy. When issues arise, we approach situations with a collaborative, problem-solving mindset. The goal is to help sellers move quickly, find their customers and grow sustainably.
What commission rates do you charge toy companies to be represented on the platform?
It’s free to list items for sale on Walmart.com. When the item sells, the company is charged a referral fee. The percentage varies by category, but for most Toys and Games, it’s 15%. Readers can find out more by visiting https://marketplace.walmart.com/pricing/.
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: FKA Brands, Jiggle Pals, Keycraft, Moose, PMI & Rubber Road.
MotorDayz is an RC car brand built on a passion for performance and automotive culture, and it's ready to launch its long-awaited debut collection in-store and online. Inspired by iconic real-world motorsport vehicles and enhanced with powerful mechanics under the hood, MotorDayz blends licensed authenticity, accessible performance and collectability to deliver lasting appeal across generations.
The brand has already built strong momentum with successful launches across major US retailers including Walmart, Sam's Club and Target. It now makes its UK debut with five initial models.
At 1:8 scale, the Baja Brute buggy is big enough to tackle any terrain. It handles with enough precision to let beginner and advanced drivers alike turn and drift corners with confidence. Suitable for ages 6+, it arrives June 2026.
The 1:14 4x4 Forza Motorsport Nissan Z races with the authentic thrill and power of real-life motorsport, courtesy of an official Forza licence. It comes complete with working headlights and 2.4GHz control for racing up to six cars simultaneously, plus a one-month Xbox Game Pass included. Suitable for ages 6+, it arrives June 2026.
Fans can celebrate 50 years of Bigfoot with the officially licensed miniature 1:15 Bigfoot 50th Anniversary Monster Truck, featuring the same roaring engine sounds, gold accents and oversized tyres that have made the original a force to be reckoned with. Suitable for ages 6+, it arrives June 2026.
The 1:24 Nissan Z comes equipped with Turbo Boost. This car might look small, but it packs a serious punch. Suitable for ages 6+, it will be available soon.
Coming in at under three inches, the 1:64 Corvette Nano Racer is the smallest model in the MotorDayz range, giving users the freedom to race anytime, anywhere, with working headlights to keep the action going long after dark. Suitable for ages 5+, it will be available soon.
With three models launching in June 2026, and two more arriving in July and August to complete the initial collection, the debut MotorDayz range is ready to order and set to take pole position in-stores and online.
Creature Cases action vehicles
Minions & Monsters
Moose Toys • 01637 882 200 •
www.moosetoys.com
Moose Toys, in partnership with Illumination and Universal Products & Experiences, has announced an all-new toy line inspired by Illumination’s new film, Minions & Monsters. The collection captures the film’s unique storyline with collectible figures, film-inspired play sets and role play toys. An all-new Minions Fart Blaster Pro, the latest and loudest take on one of the franchise’s most beloved toys, delivers the signature mischief fans know and love. Illumination’s Minions & Monsters hits the big screen from 1st July 2026, and the product line is already arriving on shelves globally.
Illumination’s Minions & Monsters tells the story of how the Minions conquered Hollywood, became movie stars, lost everything, unleashed monsters onto the world and then banded together to try to save the planet from the mayhem they had created. The new line invites fans to step into the action, create their own movie scenes and unleash plenty of mischief along the way and will include the Minions Fart Blaster Pro, the Minions Mini Fart Blaster, Minions Cast & Crew Mini Figures (2-inch), Minions Sound Stages and Backlot Studio Sets, Minions Quest for Monsters Set and Minions Goo Jit Zu.
PMI • www.pmitoys.com • sales@pmitoys.com
PMI has developed a new range based on the popular Netflix series The Creature Cases, focusing on action-driven, vehicle-based play. The line translates the adventurous spirit of the show into products that encourage movement, storytelling and role play through dynamic vehicle interaction.
At the centre of this range are the motorcycle assortments and the Mice Squad Van. The motorcycles are designed for different environments, such as land, swamp and snow, each including an articulated figure and helmet. This creates a strong connection to the characters while offering varied play scenarios that reflect the world of the series. The environmental differentiation adds depth and encourages kids to expand their play patterns.
The Mice Squad Van provides a team-focused experience, including two exclusive figures and themed accessories. It supports mission-based storytelling and group play, allowing children to recreate scenes or invent new adventures. Together, these action vehicles promote collectability and enable children to build a cohesive and interactive play world centred around vehicles.
The Tubbz brand of cosplaying collectible rubber ducks has made a strong impact on the Collectibles sector since launching in 2019. The range has continued to expand in recent years to offer something for everyone.
New from Rubber Road is Mystery Eggs, which takes Tubbz into the ‘blind’ sector of collectibles. These new Mystery Eggs offer popular characters from the world of pop culture ‘hatching’ out of their egg. Each character comes in blind, egg-shaped packaging within a pre-packed CDU featuring 36 individually packed eggs. There is also a chase system to find the elusive, rare editions to add to the excitement.
Mystery Eggs kick off with a Minions collection to capitalise on the hype for the new Minions & Monsters movie that drops on 4th July. There are 12 Minions characters to collect in total, including three rare characters to chase down. Rare characters consist of Bob and Stuart in silver shells with a 1 in 24 chance of finding, and an ultra-rare Gru, the leader, in a gold shell with a 1 in 72 chance of finding.
As with all Tubbz collectibles, it is the exquisite detail that resonates with pop culture fans, and no detail is spared here with Minions characters featuring signature glasses and facial expressions, Kevin with crazy purple hair and Pirate Minion with his skull and crossbones detail. This detail also extends to the packaging; there is a character placed in a clear window at the top, enabling customers to see an example of a Mystery Egg in detail.
Jiggle Pals is offering retailers a more collectible, character-led alternative to standard 3D-printed toy lines, combining highquality production with a built-in reason for customers to return.
Created by Isle of Wight husband-and-wife team Paul and Emma, the brand has grown from a shared creative passion into a fast-growing range now stocked by dozens of stores across the UK. At the heart of the offer is a simple idea: Jiggle Pals should feel like more than a one-off toy purchase.
From the beginning, Jiggle Pals has aimed to feel like more than just another 3D-printed toy. The magic is in the character, the collectability and its unique collector guides, included as a complimentary addition with every sale. That’s what turns buying one Jiggle Pal into the start of a collection, driving repeat business and increased spend.
For stockists, the offer is designed to be low-friction and commercially appealing. Jiggle Pals offers low initial investment with strong return potential, while branded pouches, collector guides and eye-catching point-of-sale materials are included as complimentary extras to help retailers create a collection-led display.
With dozens of printers in operation, Jiggle Pals can fulfil orders quickly. The founders stay closely involved day to day, giving stockists direct, responsive support and a team always on hand to answer questions and listen to ideas.
BigSquij
Keycraft is preparing to make a big impact in the sensory category this summer with the launch of Big Squij, a bold new collection of oversized squishies designed to deliver standout shelf appeal and satisfying sensory play.
Landing in stores from July, the range taps into continued demand for sensory, collectible and social medialed products. Big Squij’s unique selling point is its jumbo size, combined with an ultra-soft feel and a slow-rise texture, designed specifically to create an engaging tactile experience. This gives retailers an eye-catching product that stands out from standard squish toys.
The launch collection includes food and characterinspired designs, including rocket pop, hot dogs, fortune cookie and dinosaurs, all produced in oversized formats to maximise visual impact. Collectability sits at the heart of this range, with a varied and expanding SKU line-up designed to encourage repeat purchases.
The brand is built on four pillars: jumbo size, satisfying squeeze, social appeal and collectability. Big Squij has been created for today’s content-driven market, where visually engaging sensory toys continue to gain traction across TikTok, Instagram Reels and wider viral trends.
While the category remains highly trend-driven, Keycraft believes Big Squij offers retailers longer-term potential through its combination of novelty, oversized scale and soft, slow-rise textures. The range is designed to appeal to a broad consumer base while creating strong merchandising opportunities in-store.
Keycraft will roll out a coordinated retail and marketing campaign for the second half of the year. This includes dedicated POS materials, impactful merchandising, digital marketing and social media campaigns designed to maximise visibility both in-store and online.
Launching with a strong initial SKU selection and further development already planned, Big Squij looks set to become one of the standout sensory launches of the year.
Feature Mini minds at play
Infant Toys
With a clear demand for educational toys that help establish essential early skills in the youngest consumers, the Infant category is constantly being refreshed with new launches that offer a perfect blend of fun and learning, turning baby playtime into an enriching experience. Gabriela Jiménez García examines the latest introductions and speaks with leading suppliers about the key features that toys in this category should include.
Babies grow the most rapidly in the first year of their lives, during which they experience key developmental milestones in motor skills, language and social interaction. From learning to lift their head in the first three months, to sitting up without support by the sixth month and babbling and even walking by the time they reach their first birthday, infancy is a transient yet crucial part of a person’s life. The Infant category provides babies with essential tools that will help them achieve these key milestones and set the foundations for subsequent learning.
Nevertheless, in a crowded Infant toy market, it can often be daunting for parents to know exactly which toys will do the best job at introducing their babies to the world of play, while ensuring the development of all necessary foundational skills. Recent toy trend insights from Spielwarenmesse 2026 highlight a clear pull in the Infant and Early Years toy market towards more purposeful, development-led play.
Addressing the developmental areas that are becoming most important within the Infant Toys sector, Andrea Storer, Head of Product Development & Research at Commotion, tells Toy World that sensory, motor and cognitive skills all remain crucial in an infant's development, with increasing recognition being placed on the significance of sensory play over passive or purely entertainment-led play. “The Infant category is increasingly being driven by purpose over novelty. Parents and educators are prioritising toys that deliver clear developmental outcomes, with the expectation that toys will combine play and learning,” she explains.
The Tickit brand features an extensive range of toys that strike a balance between learning and play. “All Tickit products are designed in-house by our knowledgeable design team, who understand how children learn at each stage,” Andrea tells Toy World. “This enables us to create
toys that are clearly linked to developmental outcomes and ensure children who are using our products have meaningful learning experiences.” The Tickit SiliSoft baby toys are among the brand’s best-sellers, focusing on sensory exploration, fine motor skill development and teething relief. Designed in unique Tickit colours, the squashable Flexi Balls for children aged 0+ months, and activity-based Zip Pull Toys for children aged 10+ months, were top performers for the first quarter. Additionally, the Tickit Sensory Steel range was refreshed at the beginning of the year to include the giant Sensory Steel Tumble Ball and Mosaic Mystery Balls, with both items performing well so far.
Mike Lynch, Senior Brand Manager at VTech, explains that while sensory development continues to be a strong focus, particularly in the early months, the team at VTech are seeing increased emphasis on motor skills and early cause-and-effect learning. “What sets VTech apart is how we bring these areas together through engaging electronics, music and interactive features which are easy for babies to activate. Our heritage in electronic learning toys, combined with trusted quality and clear developmental messaging, helps us stand out on shelf,” he elaborates. The VTech Baby collection is expanding for autumn/winter with new additions that will aid the development of various skills, including social interaction and gross motor skills. While the brand-new Big Business Baby Desk introduces babies to imaginative role play, the First Steps Baby Walker supports early movement and coordination, providing babies with the confidence they need as they prepare to take their first steps.
Several other companies have also introduced new ranges that merge learning with engaging playtime through an array of different features, to guarantee enriching experiences and the acquisition of all necessary developmental skills. Inside Out Toys’ Jumini Baby range offers a broad range of thoughtfully developed products designed to support key early milestones, including
grasping, teething, stacking, sorting and simple problemsolving. This year has seen the introduction of new colour variations across popular lines; Pulling toys are now available in updated blue and coral options, and stacking cups come in both blue and pink colourways, giving retailers greater choice and the opportunity to refresh displays with proven sellers. Meanwhile, Fisher-Price’s Little People brand has expanded with the Fisher-Price Little People Caring Fun Animal Farm, which delivers farm-themed storytelling with hands-on activities.
Zarah Hynes, Senior Brand Manager at Rainbow Designs, notes that soft activity toys that support early sensory exploration, alongside trusted, nostalgic characters, continue to perform very well for the category. “This is reflected in the ongoing success of our heritageinspired ranges such as our Peter Rabbit, Disney Winnie the Pooh and Paddington Baby collections, which blend nostalgia with developmental features,” she explains.
One of the latest additions to the company’s portfolio is the Care Bears Baby range, which is set to be popular with nostalgic parents and caregivers who grew up with the brand. The range reimagines the beloved ‘80s characters for a new generation. Baby-soft versions of Cheer Bear, Funshine Bear and Bedtime Bear are featured across an assortment of comforters, ring rattles and My First Care Bear soft toys, each designed with gentle sensory elements to soothe and engage babies.
Simba Smoby is also bringing nostalgic appeal to its portfolio of infant toys with the introduction of new Disney Winnie the Pooh products that celebrate 100 years of the iconic licence. New additions include an adorable Disney Winnie the Pooh Walker that comes with a plush, reversible seat and Winnie the Pooh Anniversary Plush, sure to delight both parents and infants alike.
Over the next few pages of this feature, readers can find more details about some of the latest launches entering the category and hitting shelves this year.
VTech
01235 555 545 | www.vtech.co.uk
VTech Baby features a portfolio of engaging and educational toys designed to help babies aged 0-12 months build critical skills and reach milestones, all while having fun. With age-appropriate content, electronic lights and sounds, and a variety of textures, colours and animal characters, VTech Baby makes it easy for parents to celebrate their baby's growth and prepare them for their next big milestone.
There are some great new additions to the VTech Baby line-up for autumn/winter 2026, including the Big Business Baby Desk for imaginative role play, the First Steps Baby Walker to support early movement and coordination, and the soft Rainbow Cloud Piano for gentle sensory and musical discovery. Alongside these new launches, the Pop-a-Blocks offers hands-on, interactive learning fun available now.
Leading the line-up, the Big Business Baby Desk invites little ones to step into their own mini workspace, inspired by everyday life at home. Designed for imaginative role play, it helps build confidence while introducing simple concepts through interactive features. Babies can open the light-up pretend laptop, tap the keyboard and pick up the toy phone for make-believe calls. There is also a shape and number book, a pop-up plant and a sliding webcam for added fun. With three play modes including music, learning and exploration, it introduces letters, numbers, animals and familiar objects in an enjoyable and accessible way.
The updated First Steps Baby Walker supports early movement while keeping little hands busy. Packed with interactive elements, it encourages coordination and confidence as babies take those important first steps. Features include musical buttons, piano keys, a sliding guitar and a detachable microphone for sing-along play. Additional mechanical elements such as spinners, rollers and sliders provide tactile exploration. The removable activity panel allows for seated play, while motion-activated sounds reward movement when the walker is pushed along.
The Rainbow Cloud Piano offers a softer, sensory-led experience. With its friendly design and light-up sun detail, it creates a gentle and engaging playtime environment. Five colourful keys introduce sounds and simple musical discovery, while two modes let parents choose between lively tunes or calming nature sounds. Complete with sing-along songs and cheerful melodies, it encourages creativity and helps support early sensory development.
The Pop-a-Blocks provides a bright and hands-on introduction to early learning. Each block features different textures, shapes and interactive surprises designed to engage and delight little ones. Babies can twist, press, shake and stack the pieces, discovering cause and effect through play. The blocks support both fine and gross motor skills while encouraging sensory exploration and problem-solving. Easy to handle and full of variety, they offer a simple yet effective way to keep little ones engaged while they learn through play.
Simba Smoby UK
01620 674 778 | sales@simbasmoby.com
Simba Smoby UK’s portfolio this year offers some adorable, giftable options for infants. For littler children, aged 12-months+, there’s the best-selling Little Smoby collection. Popular items include the Little Smoby 3-in-1 Walker and the 2-in-1 Bath Seat, which have been thoughtfully designed to support early development, whilst also encouraging curiosity and exploration. Recently refreshed to add new activities for little ones to enjoy, these items come in soft, pastel tones that look beautiful both in use and on display.
It’s an important year for Winnie the Pooh, with it being the centenary anniversary, and Simba has many new Disney Winnie the Pooh toys with which fans of all ages can celebrate their fandom. One of the newest lines in the range is the adorable Disney Winnie the Pooh Walker that comes with a plush, reversible seat. It’s styled to feature a delicate design that captures the nostalgic 100-year-old property in a way that will appeal to families of today.
Also not to be missed is the Winnie the Pooh Anniversary Plush, which will make beautiful gifts for the youngest generation. Their soft colouring, long-pile fur, party hats and floppy legs make them irresistibly sweet. Piglet, Pooh, Tigger and Eeyore each bear the new branding for the anniversary, meaning they’ll also serve as beautiful keepsakes.
These new plushies would look beautiful displayed in the nursery alongside the lovable Disney Plush Classics assortment. This line of 25cm soft toys now comprises favourite friends, with Bambi, Dumbo, Marie and Simba to discover. Each is classically styled, making them instantly recognisable to families.
Celebrate 100 years of this beloved classic with our beautifully crafted new collection
Infant Toys
Zapf Creation
0845
0533
333 | www.mgae.com
Celebrating 35 years of Baby born, the brand continues to lead within the Infant Toys and Pre-school categories by offering a complete play journey, from first nurturing experiences through to more advanced, interactive role play.
At the earliest stage, Baby born for Babies introduces infants to comfort, sensory discovery and companionship. The range is designed specifically for little hands, with soft-touch bodies, lightweight formats and easy-to-use features that make nurturing play accessible from a young age. Products such as Baby born Cuties for Babies incorporate sensory elements, including crinkle paper and washable fabrics, supporting tactile exploration while encouraging early bonding and interaction. New additions, including dolls with gentle sleeping eyes, further enhance the realism of play in a way that feels simple and age-appropriate.
Water play also remains a key part of the brand’s appeal in the summer months, with products such as Swimming Lizzie introducing movement and independence into the play experience, whether at bathtime or outside in the paddling pool. Designed to swim through water unaided, Lizzie adds an extra layer of excitement and realism, encouraging active, hands-on play and repeat engagement. Across the entire range, there is continued investment in design and detail, from trend-led colour palettes and fabrics through to environmentally conscious developments such as plastic-free packaging. This ensures the brand not only meets the expectations of today’s children but also aligns with the priorities of modern parents.
Beyond the product, Baby born continues to strengthen its connection with families through content and storytelling. The animation series, now expanding into a fourth season in late summer and watched by over 2m YouTube subscribers, continues to grow its global audience with over 730m views, building familiarity with the brand’s characters and supporting imaginative play through narrative, music and everyday learning scenarios.
In the infant category, the conversation is shifting decisively towards toys that prioritise development, longevity and inclusivity. Few ranges embody this better than Moluk, available in the UK through Little Concepts. Built around the philosophy of open-ended play, Moluk’s portfolio proves that simplicity and its philosophy, ‘no instructions, no limits’, can deliver powerful developmental outcomes.
At the heart of the range sits Moluk Bilibo, a design-led icon that challenges traditional notions of infant play. Bilibo has no fixed purpose, yet it becomes whatever a child needs it to be: a seat, a helmet, a boat, a spinning object, or something entirely abstract. This openness supports imagination, physical activity and cognitive flexibility in a way structured toys often cannot replicate. Its sculptural shell form invites movement from rocking, spinning and balancing, while leaving the purpose entirely up to the child. This lack of prescription is key: open-ended toys like Bilibo encourage imagination, coordination and sensory exploration, supporting both physical and cognitive development from as young as 2 years. Additions such as Moluk Tulu and Moluk Oogi introduce tactile, fidget-friendly play patterns. Oogi taps into the growing demand for sensory and gender-neutral toys, functioning as both a character and a flexible, suction-based fidget tool, ideal for quiet play and self-regulation. Meanwhile, Tulu brings early construction into the mix, encouraging problem-solving through connection and balance.
Complementing Little Concept’s toy offering, Oli & Carol delivers a softer entry point into infant play with natural rubber teethers and rattles. Designed with sustainability and sensory engagement in mind, these products blend teething relief with imaginative forms, often inspired by food and nature, making them as giftable as they are functional.
0207 254 0100 | www.university-games.co.uk
University Games continues to build on its strong reputation in the Infant Toys category with its award-winning The Learning Journey range, designed to support early development from as young as three months. With a focus on sensory engagement, motor skill development and early learning milestones, the collection offers retailers a compelling selection of toys tailored for babies and that important first year.
Leading the range are the Crawl About Bee and Crawl About Butterfly, designed to encourage movement and exploration as babies begin to develop their crawling skills. These bright, engaging characters come to life with three cheerful melodies and familiar nursery rhymes, including Twinkle, Twinkle, Little Star; Row, Row, Row Your Boat and Itsy-Bitsy Spider. A simple tap on the nose activates the toy, while pressing its back sets it in motion, motivating little ones to follow along. Suitable from 6 months+, both toys support gross motor development while also enhancing visual and auditory skills, making them ideal for encouraging independent, active play at a crucial developmental stage.
For younger infants from 3 months, the On the Go Phone provides an engaging introduction to sensory discovery and early numeracy. Designed as a realistic toy phone, it features interactive buttons that trigger lights and sounds, encouraging babies to explore numbers 0–9 while developing motor skills. Its compact, portable design makes it a strong option for retailers looking to offer convenient, travel-friendly toys that support visual, listening and cognitive development from an early age.
As a global distributor of open-ended educational toys, Commotion is well-positioned to support retailers of Infant Toys with its Tickit range, which includes approximately 100 lines in the under 12 months category. Within the Infant Toys category, Tickit’s SiliSoft baby toys – made from durable, washable, gum-safe, soft silicone – are among the brand’s bestsellers. Designed in stunning and unique Tickit colours, the squashable Flexi Balls (designed for children aged 0 months+) and activity-based Zip Pull Toys (designed for children aged 10 months+) were top performers for Q1. The Pop Teether (designed for children aged 0 months+) and Flower Spinner (also designed for children aged 0 months+) both performed strongly as conveniently portable fidget and teething toys.
There is a rising emphasis on creative mindfulness. Toys that promote calm, focused engagement – such as craft, sensory and constructionbased activities – are gaining traction for their role in supporting emotional wellbeing, resilience and critical thinking skills in young children. For infants, this starts with early engagement with safe, lightweight, sensory toys that stimulate early communication and interaction with their parents and carers. The Tickit Sensory Steel range fits this requirement perfectly: constructed from naturally bacteria-resistant, robust but lightweight stainless steel, the range of balls and buttons with a variety of sounds, movements and surface textures, is all safety tested for children aged 0 months+ and has a simple, mesmerising, calming appeal that babies are drawn to. New releases from this range include the giant Sensory Steel Tumble Ball or Mosaic Mystery Balls, which have had a strong start since launch in January, and heritage favourites such as the Silver Balls, Colour Mystery Balls and Sound Buttons, which remain the top sellers in this range.
Nostalgia is another key influence, with a renewed appreciation for classic, timeless toys. This plays well into the Infant Toys market, with grandparents or wider family and friends looking for meaningful gifts for a child’s first year. Wooden toys, building blocks and loose parts play are appealing for their simplicity, durability and ability to inspire imaginative investigation that adults can be involved in, embracing the slower pace of genuine exploration. Rainbow Wooden Loose Parts (designed for children aged 10 months+), the SiliSoft Shape Puzzle (designed for children aged 0 months+) or Village Houses (designed for children aged 0 months+), Wooden Kaleidoscope Blocks (designed for children aged 10 months+) or Wooden Picture Blocks (designed for children aged 0 months+) make super early exploration toys for older babies, as they become more mobile and start to independently select the toys they are drawn to.
Overall, the direction of the market reinforces enduring priorities when selecting toys for young children: high-quality, sustainable and open-ended products that support early development and meaningful learning. The Tickit range is highly recommended for this sector, as it is loved by children and trusted by parents and caregivers worldwide who value child-led learning through play.
Inside Out Toys
01908 969 9696 | www.insideouttoys.co.uk
sales@insideouttoys.co.uk
Inside Out Toys continues to strengthen its Infant Toys category with the thoughtfully developed Jumini Baby range, designed to support early development through safe, sensory-led play. Suitable from birth, the collection combines food-grade silicone with sustainably sourced wood, offering a contemporary mix of textures that engage young children while appealing to modern parents and gift buyers.
The range supports key early milestones, from grasping and teething through to stacking, sorting and simple problem-solving. Products include silicone teethers, sensory rattles and grasping toys for younger babies, alongside stacking toys, early puzzles and push-along or pull-along items as children develop. Each piece is sized for little hands, encouraging independent play while supporting coordination, dexterity and early cognitive skills.
A strong focus on sensory play runs throughout the collection. Soft silicone elements provide comfort during teething, while smooth wooden components offer durability and a reassuring tactile quality. The combination of materials helps stimulate curiosity and exploration, supporting babies as they begin to engage more actively with their surroundings.
The Jumini Baby range has also been expanded this year with new colour variations across popular lines. Best-selling pulling toys are now available in updated blue and coral options, while stacking cups come in both blue and pink colourways, giving retailers greater choice and the opportunity to refresh displays with proven sellers. A growing collection of wooden toys has been designed to coordinate with the silicone range, featuring weather-themed motifs including clouds, suns and rainbows. This cohesive approach helps retailers create visually appealing displays while encouraging linked purchases and building a recognisable in-store identity.
The Jumini Friends collection further complements the infant offer with soft toys suitable from birth, providing comfort and companionship alongside developmental play. These plush characters sit naturally alongside the wooden and silicone toys, enabling retailers to create a well-rounded infant display.
From a retail perspective, the collection is designed with both display and sell-through in mind. Packaging across the Jumini Baby range features a soft, contemporary colour palette for strong shelf appeal and a cohesive in-store look. A wooden countertop display unit is also available (subject to minimum order value), offering an easy merchandising solution. Retail prices range from £4.99 for entry-level items such as shark bath boats to £24.99 for larger gifting pieces, including the organic cotton rabbit toy, supporting both impulse purchases and multi-buy opportunities.
Sustainability remains a key focus, with responsibly sourced materials and durable construction. All products are tested to meet the highest safety standards for infant use. With its combination of developmental benefits, modern design and strong retail appeal, Jumini Baby offers a compelling and commercially relevant addition to any infant toy range.
Infant Toys
Squeek
pip@squeektoys.com
Squeek launches in Q3 2026 and delivers something new and unique for the early years’ market. With patented tech and adorable designs, Squeek's toys offer a USP that revolves around the incorporation of 'moving pictures', in which the toys come to life with rotating visuals sparking imagination, endearment and learning.
The (low) tech is based on the 19th-century optical illusion devices, which were the precursor to film and TV. Historically, these were known as ‘philosophical toys’ which used successive imagery, ‘persistence of vision’, and the ‘flicker effect’ to create the illusion of motion from still drawings. Squeek’s toys don’t require complicated apparatus like those forerunners; the picture panels are open and clearly seen. Aside from kits and home-made flipbooks/thaumatropes, using pictures in this way has never been done before in children’s toys.
All the toys are manual, have a slightly retro (70s) aesthetic and a nostalgic feel with their simplicity. The range starts from 6 months+ and will include the Daisy Flower Highchair Toy. At the flower's centre is a set of picture panels that show little bees buzzing around when spun. The picture panels and the leaf ring below it sound (mechanically) as they are moved, helping to reinforce cause and effect. The embossed insects, which are all over the toy, create a mini voyage of bug discovery. Daisy has caterpillars, butterflies, ants and ladybirds. Special attention has been given to a large suction cup to keep the play within reach.
Also forming part of the line-up is the Daisy Flower Rattle/Teether – a smaller version of the highchair toy, including beads inside and gum-friendly surfaces. This item is also decorated with insects, and the silicone handle is soft and features a caterpillar. Also available are Links, for separate play/chewing or to use with the rattle/teether; these display Squeek's nowsignature sweet caterpillar.
The range also includes a Walker made with FSC wood and FSC card/paper picture panels at the front, delivering fun and encouraging activity. There’s also a little tray to carry one’s essentials. The company has chosen to keep this in plain wood with the decoration coming from the pictures and the spinners that will sit between the handle.
The company is also set to introduce other new product including the Dreamy Cloud, which is designed for a cot/crib and is planned for 2027, and toys for slightly older children will also launch later this year. Some of the pictures forming part of the toys’ design will be drawn by Tim Frost, who has designed, directed and made animation for TV and games. His project history includes Peppa Pig, Hey Duggee!, Ben & Holly's Little Kingdom, Moshi Monsters and Teach Your Monster Games. Tim’s designs work well with Squeek’s toys, as they are vectorstyle, funny and cute.
Squeek is a proud member of the Ethical Supply Chain Program, and all materials have been carefully considered. From wood to plastics, which can be recycled. There will be zero plastic in the packaging. Squeek’s factory is also part of Hape Holdings, which is known for its quality and craftsmanship.
The Lego Group
01753 495 000 | www.lego.com
The Lego Group continues to champion play, and for the youngest builders, play is about more than fun – it's how they make sense of the world. The latest Lego Duplo range reflects the power of play, spanning beloved TV characters, superhero action and handson racing excitement to bring meaningful experiences to toddlers and infants.
At the heart of the range sits the Lego Duplo Peppa Pig Family House. Spread across two levels and packed with the rooms toddlers know from the show, all five family members are included, with baby Evie Pig opening opportunities for nurturing play such as feeding, bathing and stroller walks. For children aged 2+, this kind of role play is formative as it helps the youngest builders develop emotional intelligence and begin to understand family dynamics in a way that feels natural and joyful. The familiarity of Peppa Pig characters only deepens that connection, making the transition from screen to Lego brick effortless.
Learning through play continues with the Lego Duplo Town 3 in 1 Creative Ramps with Vehicles, supporting problem-solving and perseverance across three distinct ramp builds. Colour recognition, cause and effect and the thrill of landing a jump are all part of the experience, while race day accessories, flames, cones and a trophy encourage children to build their own stories around the action.
Rounding out the range, the Lego Duplo Marvel Dinosaur Spidey-Rex vs. Green Goblin brings superhero energy to the line-up. Its 25 accessible Lego Bricks put the focus on imaginative, action-led play, with the good-versus-bad narrative encouraging early social and emotional learning. For fans of Spidey and His Amazing Friends, it's a natural bridge between screen and hands-on play.
Across the range, Lego Duplo demonstrates its commitment to giving the youngest builders the tools to explore, imagine and grow. Each set is designed with the infant and toddler experience at its core, giving little ones the tools to explore, imagine and most importantly, play.
Infant Toys
Character Options
0161 633 9800 | sales@charactergroup.plc.uk
Character Options’ infant toys portfolio features some new additions to the Peppa range that are going to ensure smiles all around.
Character will bring more Peppa Pig magic to the youngest fans, with its extended Peppa Pig Whizz-Around collection. This beautifully colourful range of track and vehicle-based toys allows little ones to experience the world of Peppa Pig in a fun new way. Families can build their own Peppa Pig Whizz-Around world – there are so many vehicles and track sets to collect, including one brandnew vehicle and two new play sets for 2026.
The Pedal Along Peppa fun starter set is a new addition featuring Peppa on her little tricycle. Peppa’s motorised tricycle lets her ride around her autumnal-themed trackway with a special track and a loop at each end. Beautifully styled, it comes with a tree and pillar box accessory.
Peppa and George’s younger sister, Evie, is included in the range now too, with the Peppa & Evie Fun in the Park Set. Kids can watch Peppa zoom along on her tricycle, passing around the circular trackway. She will go straight by her new baby sister, Evie, who is sitting on a swing that can be activated by pushing it. Also included are apple tree, pillar box and white fence accessories.
Trends UK
01295 768 078 | info@trendsuk.co.uk
Just Play UK
uksales@justplayproducts.com
Just Play UK’s portfolio is packed with endearing toys for the youngest fans of character brands, with Disney Junior’s Mickey Mouse and Minnie Mouse, as well as Sesame Street, all in the mix. Disney Jr. Mickey Mouse Clubhouse+ has relaunched as the top Mickey Mouse series of all time, and fans can bring the onscreen fun into the playroom with Just Play’s adorable new lines. Disney Jr. Oh, Toodles! Plush Mickey Mouse holds his bright Toodles computer and offers children three interactive play modes to enjoy. Little fans can solve problems using Mouseketools, they can listen to lively tunes in Music mode and they can hear Mickey Mouse call his best friends.
For more fun on the farm, there’s Disney Jr. Mickey Mouse Hoedown Throwdown Mickey, who dances, sings and engages kids with interactive games. And there’s Disney Jr. Mickey Mouse Hot Diggity Dance feature plush, too; not only does this Mickey soft toy boogie to his Hot Dog Song, but he plays games as well.
The Disney Jr. Mickey Mouse Clubhouse Deluxe Playset will be instantly recognisable from the show. This 18-piece set comes with five articulated figures and other accessories for awesome Clubhouse adventures. Kids can send Mickey down the slide, go for a cruise in his car, grill hot dogs and more. The range comes packed with show-to-shelf entertainment and light and sound effects.
There are additions to the Disney Jr. Minnie Mouse range too this autumn/winter. The new Groom & Go Salon is a wheeled, pull-along carrier that opens to reveal a pet grooming space. It comes with an articulated pet figure and has cool features like the light-up bubble bath with mist.
The affordable, Stow ‘N Go Mini Mansion Playset is also unmissable and can be carried around for fun on the go and opens out to reveal a Mansion space.
Trends UK’s Infant Toys portfolio features Wind-Up Sprinkly Croc. Little ones can dip Sprinkly’s base into the bath and twist the handle to draw up water, then spray it from his mouth, enjoying various water effects. Trends UK guarantees more giggles with the Funny Octopus, infants can wind him up, then push or pull to see his long tentacles wiggle with a clickety-clack. They can watch as he scuttles through water or zooms across the floor.
Water play continues with the Sea Life Spin and Sprinkle. This colourful set sticks to the bath or tiles and features friendly sea-life characters to spark imagination. Babies can scoop and pour bath water with the baby seal and whale, then watch as it trickles through the wavy funnels, making the crab and octopus sprinkle and spin their googly eyes.
With the toddler-friendly Magnetic Catch-A-Fishy, little ones can wind the reel, listening to its realistic clicks, then catch three fish using the rod’s magnetic float. And the Colouring Book & Bath Sticks will provide a creative distraction. It comes with five chunky Bath Paint Sticks to bring the pages to life. Children can even create temporary masterpieces on the bath side or ceramic tiles.
Once upon a time, brands were left wanting more from their agency. Then we arrived. Now the real story begins.
In the world of Infant Toys, Rainbow Designs continues to deliver a winning combination of comfort, cuddles, nostalgia and developmental play with its adorable and best-selling licensed ranges of plush toy collections specially designed for newborns and babies. From enduring favourites such as Peter Rabbit, Disney Winnie the Pooh, Paddington Baby and Harry Potter Wizarding World, to new introductions including Care Bears Baby and Disney Dumbo, these collections are all bursting with high-quality plush toys, crafted with soft textures, gentle sounds and engaging details to support early sensory exploration.
Care Bears Baby is a super cute new arrival. Rooted in the timeless values of love, kindness and friendship, the range reimagines the beloved ‘80s characters for a new generation. Baby-soft, loveable versions of Cheer Bear, Funshine Bear and Bedtime Bear feature across a delightful assortment of comforters, ring rattles and My First Care Bear soft toys, each designed with gentle sensory elements to soothe and engage little ones.
The new Disney Dumbo infant toy collection is inspired by the gentle, big-hearted baby elephant. Created from tactile, baby-safe materials, the range includes a comforter, ring rattle and a huggable My First Dumbo Soft Toy, with oversized floppy ears and a star-shaped teether, perfect for encouraging tactile discovery.
Celebrating a major milestone, the new Winnie the Pooh 100 collection marks 100 years of Winnie the Pooh. The beautifully curated range includes an infant Gift Set, carefully designed to nurture infant play and sensory exploration, and features a super-soft Winnie the Pooh cuddly toy, an illustrated comforter and an engaging ring rattle. These adorable, baby-soft toys promote tactile discovery, visual engagement and soothing familiarity, supporting both emotional comfort and developmental play from birth.
Rainbow’s enchanting Harry Potter collection is a whimsical range of infant toys that brings the beloved Wizarding World to the youngest of Harry Potter fans. From The Stars of Hogwarts My First Soft Toys to Ring Rattles, Comforters and Activity Toys, this spellbinding range features the young wizard, Harry Potter, the wise Snowy Owl, Hedwig and the ever-endearing Dobby the house elf. The magical range also includes the Harry Potter On the Go Activity Toy, the Hogwarts Express Soft Book and a Harry Potter Activity Cube.
In addition to these ranges, there are so many adorable infant character collections to choose from at Rainbow including best-selling classics: Peter Rabbit Signature, Paddington Baby, Disney Lion King, The Very Hungry Caterpillar and Guess How Much I Love You, all featuring an extensive line-up of soft toys, comforters, ring rattles and developmental toys that are bursting with soft toy delights for babies.
Mattel
01628 500 000 | www.mattel.com
Mattel continues to support early development through play with a strong infant line-up, blending sensory exploration, musical learning and imaginative role play. From newborn-friendly activity gyms to interactive learning toys and classic stackers with a twist, the range is designed to engage little ones at every stage.
Leading the range is the Fisher-Price Laugh & Learn 2-in-1 Vacuum, combining familiar role play with early learning content. Designed to grow with the baby, the Fisher-Price 3-in-1 Kick & Sway Activity Gym offers extended play from lay-and-play through to tummy time and sit-up fun, keeping little ones engaged as they develop.
A fresh take on a classic, the Fisher-Price Drop Through Rock-A-Stack introduces babies to cause and effect, with colourful rings that travel through a wibbly-wobbly maze for added engagement and motor skill development. Music-led learning is supported by the Fisher-Price Laugh & Learn Puppy’s Piano, featuring interactive songs and phrases that introduce key early learning concepts. Rounding out the learning range, the Fisher-Price Laugh & Learn Smart Stages Puppy combines soft plush comfort with multi-stage learning content that grows with the baby.
Expanding the Little People world, the Fisher-Price Little People Caring Fun Animal Farm delivers farm-themed storytelling with hands-on activities, while the Little People Dinosaur Village & Playmat invites toddlers into prehistoric adventures through interactive play. The Fisher-Price Little People My Mario Figure 6-Pack brings iconic gaming characters into the Little People format, and the Little People Disney and Pixar Toy Story Figure Pack offers play with six fan-favourite characters.
Company Profile
Inside Out Toys keeps momentum rolling Inside Out
As Inside Out Toys celebrates the 10th anniversary of its Jumini range, Toy World’s Caroline Tonks speaks with Julian Garner, Managing Director, to discover more about the company’s retail proposition and how it continues to strengthen its partnership with the indies.
What have been the key drivers behind Inside Out Toys’ success and how have you strengthened your partnerships with the independent retailers along the way?
When we first started, we set out with the intent of servicing the independent retailers. We started on day one with low minimum order quantities, free shipping over £200 and most importantly, no case quantities. We wanted to recognise that the indies need to stock the shelves, not their stock room. Allowing them to take a range of products to see what works for them has worked well in turn for us.
We set out to make sure that we were as easy as possible to do business with. We removed any barriers that would stop our customers from ordering with us and ensured our website works properly. The indies often order late at night or at the weekend when our office is normally closed. The last thing they want to be doing is having to telephone an order through; they want to jump on the website and place an order. We put a lot of investment into our website to make sure that it's easy to order from.
There's also still the human contact element. We have several sales agents who go out and meet with the indies
and provide them with samples. The indies don't always have the time or the resources to take a day out to go to a trade fair, so you've got to find better ways of presenting to them, so they don't have to leave their shop.
How do you curate your ranges to ensure that they're both distinctive and giftable at retail?
It's a challenge because the market is continually changing. A few years ago, your core items might have had five or six years’ worth of strong sales. What we're finding now is it's down to two or three years before you have to implement a refresh, whether that be in colourway or packaging. It’s constantly keeping on top of making sensible changes while keeping the core products that work and being at pace with the end consumer change.
In the last 18 months, we've put a lot of effort into the presentation of our products, so that the packaging is selling as much as the product itself. Packaging is becoming increasingly important – people buy based on what something looks like, not what it does.
It also goes back to customer service and making us easy to do business with. We offer quick dispatch, so if a retailer places an order today, we will dispatch it tomorrow and it will be with them the day after. This means 48 to 72 hours after placing an order, they'll have those products in-store.
What inspired your expansion into ranges like Jumini Baby and Jumini Junior and how have these been received by retailers and consumers?
This year marks the 10th anniversary of the Jumini brand, and its expansion primarily came from listening to our customers and listening to our sales agents. Our sales agents are our eyes and ears, going into shops and meeting people regularly, and giving us feedback in return.
We also conduct market research to see what the indies would like to buy from us, or what they’d like to buy from someone else but can't get access to. It became fairly apparent that newborn baby gifting was a significant area for a lot of our customers, so we branched out with Jumini Baby. This worked well, which led us into progressing
into Jumini Junior, which is more of a lifestyle range. These launches created a 30% growth in sales for the first quarter of 2026.
How is Inside Out Toys incorporating sustainable materials and responsible practices into its product development?
We’ve always put sustainability at the heart of our business. Our big motto has always been, ‘Don't gift a toy that will cost the earth’. We've had that since we started over 10 years ago. When we started Jumini, our ethos was sustainably sourced products, and we began the journey of removing plastics just before Covid.
Looking ahead, what can retailers and consumers expect from your business in 2027?
The back end of this year marks our 10th anniversary, so there will be several things we’ll be bringing out for that. We have plans to extend our Jumini Baby range towards the end of 2026 and we're currently doing a lot of work for 2027 to extend Jumini Junior and Jumini Friends.
Jumini Friends is our plush range. We're going to give it a face lift and a big relaunch. We’re placing emphasis on gifting friends to children - plush toys that the child will want to make their own little friend.
We are still actively looking for distribution partnerships. We have a couple of things in the pipeline that we should be able to announce later this year. We'll be actively looking for more partnership arrangements for distribution for the UK in 2027.
Is there anything else that you would like to share with our readers?
Despite having success with our current quarter, we had a tough 2025 the same as everybody else, hence why we've had to make some significant changes to turn that around. We recognise that it's tough out there. We do whatever we can to support our retailers to make sure they've got what they need to get the sales in and we're open to conversations with any retailer if they've got ideas. We're easy to do business with, we're customer focused and we offer a great range of products. If any retailer wants to talk, drop us an email or give us a call. We're here to help.
Play in motion
From scooters and balance bikes to skateboards, ride-ons and more, the Wheeled Toys category continues to be a driving force on the playground and in the toy aisles alike. Parents are no longer buying wheeled toys as purely summer products, but instead are utilising them as tools for movement, confidence, independence and screen-free everyday fun, no matter the time of year.
“While wheeled toys see a natural uplift during the spring and summer months as outdoor play increases, the category performs strongly all year round,” says Dave Poulter, Chief Commercial Officer, MV Sports & Leisure. Christmas is a key sales driver, alongside other gifting occasions, with consumers increasingly viewing wheeled toys as a staple purchase rather than a seasonal one. Their versatility for both play and everyday use continues to support consistent demand across the year.
“Positioning is key,” he continues. “We focus on promoting wheeled toys not just as play items, but as practical, everyday solutions for short journeys such as school runs or trips to the park. By highlighting durability, portability and ease of use, alongside safety features, we help consumers see these products as part of a daily routine rather than purely seasonal purchases.”
Vinny Iaciofano, Commercial Manager, Hy-Pro, echoes this, stating that summer naturally drives a peak as kids spend more time outdoors and gift occasions like birthdays cluster around the warmer
Blending fitness, freedom and fun, the Wheeled Toys category continues to resonate with kids and parents alike. Toy World’s Caroline Tonks speaks to a number of leading suppliers to get their thoughts on the category’s place at retail year round and discover what is currently trending.
months. However, the category has become much less seasonal than it once was. For him, Christmas remains a significant gifting moment, although he is seeing steady year-round demand as parents and children increasingly view scooters as an everyday essential rather than a seasonal treat.
Vinny adds: “The school run is a genuine opportunity the category hasn't always spoken loudly enough about. A scooter is practical, fun and gets children moving every single day, not just in the holidays. Products like our folding scooters are designed with exactly this in mind: lightweight, easy to carry into a classroom and built to handle daily use. We communicate our message through our marketing, positioning scooters as a healthy active alternative to being dropped off by a car.
“Pricing pressure is real, and families are scrutinising value more carefully than ever. Our response is to ensure that every product in the range justifies its price point, through quality of materials, longevity of design and features children will actually use rather than novelty that wears off. A scooter that lasts two years and is ridden every day to school is far better value than a
cheaper one that lives in the shed.”
A number of brands are promoting product longevity, whether that be through its design, growing with each child, or maintaining a rigorous standard of quality so each product can be passed down through the family. Evo is HTI’s own-brand Wheeled Toy range, offering scooters and ride-ons. It is built around clearly defined product types, consistent quality standards and accessible price points, providing families with a selection they are happy to return to as their children grow. Evo models are well suited to year-round use, with features like the folding frames, compact storage and robust construction making the range practical for everyday play, supporting continued engagement beyond peak outdoor seasons.
The Zinc scooter range from Hy-Pro continues to develop with changing consumer expectations, focusing on design, functionality and longevity. The brand’s current portfolio reflects a shift in how scooters are used, moving beyond seasonal play patterns to become part of children’s everyday routines. Product longevity is a central focus, with the range designed
Wilton Bradley
Feature Wheeled Toys
to support children as they develop, with adjustable handlebars and durable construction extending product lifespan. Value remains a significant factor in purchasing decisions, and in response, Zinc emphasises build quality and feature relevance, aiming to deliver products that justify their price point through durability and ongoing usability.
Making sure Hy-Pro’s ranges grow alongside children is something Vinny thinks about very deliberately. “The Zinc Rainbow Scooter, for example, features three adjustable handlebar heights so it genuinely evolves as a child grows,” he states. “More broadly, our product ladder takes a rider from their first scooter all the way through to electric models that give older kids and teens real speed and autonomy.”
At Wilton Bradley, a focus is placed on designing products that grow with children to extend their play value and longevity. “Many of our ride-ons feature adjustable frames so they can adapt as children grow,” explains Julian Marsh, Marketing Coordinator. “Our skates also use adjustable sizing, helping to extend product life across multiple seasons of use.” In addition, products like the Switch Rider are designed to evolve with a child’s development, starting as a balance bike before converting into a trike, supporting different stages of confidence and ability within one product.
When curating a Wheeled Toy range, another important area of consideration for suppliers is balancing visual appeal with practical mechanics. The Tickit Whizz Balance Bike from Commotion is practical, fun and tough. Alongside its smart design, it has a stylish colourway, with options in black, green and blue, a smooth comfortable frame, adjustable seat height and easy assembly. The lightweight build allows young riders to manoeuvre confidently, and the durable, puncture-proof tyres ensure a reliable ride on any surface.
The Mini Micro Neon LED range combines Micro Scooters’ proven design with a sharper, more retailready finish. Its three-wheel setup delivers stability, while the lean-to-steer mechanism teaches balance and coordination. The Neon LED range adds high-impact colourways and motion-powered LED wheels across all SKUs. With no batteries and no switches, the wheels light up through movement, creating a clear visual upgrade.
“In a saturated market, average products become invisible very quickly,” states Ben Gibson, Managing Director, Micro Scooters UK. “Our answer is not to chase gimmicks; it is to build products with genuine difference: better engineering, better materials, better
ride feel, replaceable parts, considered colourways and proper longevity. This collection stands out because it brings high-energy colour to a product parents already trust, making a real shelf impact.”
MV Sports is tapping directly into the growing momentum and influence of K-pop culture with its KPop Demon Hunters wheeled range. This collection, including the Big Wheel Skates, Skateboard, Light Up Folding Inline Scooter and Safety Helmet, is designed to turn heads on shelf while getting kids moving outdoors. Alongside this, the 16-inch bike offers the ideal progression for developing riders, combining a sturdy build with features that support confidence on two wheels.
“Differentiation comes from combining innovation with strong brand appeal,” says Dave. “We focus on incorporating engaging features such as light-up wheels and multi-functionality, alongside robust designs and trusted safety credentials. Licensing remains a key driver, with a number of leading brands resonating strongly at retail.”
With all these innovations and product launches, the Wheeled Toys category has firmly established its place within the toy market. Ben concludes: “Currently, wheeled toys are not really competing with other wheeled toys. They are competing with screens, cars, short attention spans and the general chaos of family life. That makes the category more important, not less.
“For the year ahead, the leading opportunity is to make wheeled toys feel essential again. Not worthy, not preachy; just genuinely useful, joyful and better than another 20 minutes on a tablet.”
Over the following pages, Toy World takes a look at the latest innovations in the Wheeled Toys category rolling out throughout the rest of the year.
The influence of K-pop continues to surge across global youth culture, bringing bold visuals, high energy and a strong sense of identity into the world of play. MV Sports taps directly into this momentum with the KPop Demon Hunters wheeled range, a vibrant, trend-led collection designed to turn heads on shelf while getting kids moving outdoors.
The Big Wheel Skates are a great place for younger riders to get started, designed to build confidence from the very first glide. A stable setup helps support balance, while adjustable sizing and secure fastenings ensure a comfortable fit as skills develop. Finished in bold, fashion-led graphics, they deliver instant visual appeal alongside strong entry-level functionality.
For those ready to push things further, the skateboard brings a step up in both skill and self-expression. Built with a durable deck and double kicktail design, it supports everything from cruising to early tricks, encouraging coordination and creativity along the way. The graphic execution keeps it firmly on trend, giving it strong standout both in use and on display.
The Light Up Folding Inline Scooter sits at the centre of the range and is a clear hero for retail. Practicality meets impact with a quick-fold mechanism that makes storage and transport easy, while motionactivated light up wheels add that all-important wow factor. An adjustable handlebar allows it to grow with the rider, making it a product that delivers on both longevity and repeat use.
The 16-inch bike offers the ideal progression for developing riders, combining a sturdy build with features that support confidence on two wheels. Designed for both comfort and control, it delivers a smooth ride while maintaining the bold, character-driven look seen across the collection. Adjustable elements help extend its lifespan, giving added value for parents and strong appeal at shelf.
To complete the range, the safety helmet ties everything together. Lightweight, protective and easy to adjust, it ensures a secure and comfortable fit while keeping the look consistent across the full collection. It is a great add-on for linked purchases and full set builds.
The KPop Demon Hunters range brings together trend-driven design with practical, accessible wheeled toys that are easy to retail and easy to love. With strong visual impact, clear progression across categories and a global trend at its core, it is a range that is set to perform.
Wilton Bradley
Wilton Bradley has announced the expansion of its licensed product line-up this year with the iconic Mini Cooper and the Kawasaki Teryx KRX 1000.
Exclusive to the UK, the Mini Cooper showcases an authentic design mimicking the iconic vehicle and includes cutting-edge features that ensure a safe yet thrilling ride, complete with opening doors, working front lights and a sleek convertible body.
The brand-new Kawasaki Teryx KRX 1000 ride-on caters to young explorers eager to embark on their own adventures. Combining realistic design styling and remote control safety, this ride-on is designed to deliver not just the looks but the exhilaration of a real off road experience. It is available with green or blue graphic details.
Snootz is the playful Foot-to-Floor ride-on range made for little adventurers aged 18 months+. With four lovable characters to choose from, each Snootz brings its own personality to life through fun, character-themed sounds like snoring, burps and giggles. Designed for endless movement, the smooth castor wheels allow for effortless 360-degree spinning that keeps toddlers entertained and on the move. Plus, a handy under-seat storage compartment lets little ones bring their favourite treasures along for the ride. The combination of movement, sound and character-driven design makes each ride-on feel like a companion, not just a toy, providing children with hours of active, imaginative play. Kids can pick from characters like Burp Bottom, Snorzee, Sir Lickalot or Snuggle Snort, each with their own personality.
The fun appeal of the Bumper Car range continues to resonate with Wilton Bradley consumers. The Big Bumper Car Dino and Unicorn Bumpers remain evergreen favourites, as evidenced by engaging consumer videos on platforms like TikTok showcasing the sheer enjoyment they provide. As such, Wilton Bradley has added a Unicorn and Dinosaur Foot to Floor Ride-on to the range. Customers can also keep an eye out for the new Unicorn and Dinosaur Bubble Go Scooters and Trikes.
The Tickit Whizz Balance Bike stands out in a busy market by ticking more boxes than most of its competitors. Practical, fun, tough and with a five-year warranty, it’s an easy buy-in for re-sellers.
Alongside the smart design, key features include stylish colour options in black, green and blue, a smooth comfortable frame, adjustable seat height, easy assembly and a competitive SPP. Designed for children aged 2-6, the lightweight build allows young riders to manoeuvre confidently, and it’s easy to carry for both children and parents. Durable, puncture-proof tyres ensure a reliable ride on any surface, and a five-year warranty offers peace of mind.
Sales have been strong since launch last year, with the black colourway edging ahead of the others as Commotion’s best-selling drop ship line for 2025. Re-sellers particularly appreciate the adjustable seat height making it ideal for a growing child or multiple children, the reassuringly long warranty, the sturdy tyres and the low price – all comparing favourably to other models in the market.
Toys and games that encourage healthy child development are in Commotion’s DNA; the product development team works hard to ensure that the full Tickit range remains fresh, exciting and relevant to its customers. Since stock landed in March last year, Commotion has seen a positive response to the Whizz bike range, with great feedback on the colours and customers now asking for an extension to the range.
With over 40 years as a global distributor of educational toys, Commotion offers a range of quality products under its Tickit brand, which includes over 450 lines designed with educational specialists. Each product aims to inspire curiosity and support development through play. Commotion’s strategic distribution, exceptional reseller support and market expertise reinforce its position in the educational toy industry.
Evo is HTI’s own-brand wheeled toy range, offering scooters and ride-ons. It is built around clearly defined product types, consistent quality standards and accessible price points, giving retailers a brand that sits confidently on shelf and providing families with a selection they are happy to return to as their children grow.
Across the portfolio, Evo places equal emphasis on visual appeal and everyday use. Products are designed to catch attention quickly, while remaining easy to understand at the point of sale and simple for families to use at home. For retailers, this results in a line-up that covers a broad spread of ages, riding styles and price points, and is straightforward to
While wheeled toys typically see stronger demand in the spring and summer, Evo models are well suited to year-round use. Features such as folding frames, compact storage and robust construction make the range practical for everyday play, supporting continued engagement beyond peak outdoor seasons and helping maintain interest across a wider retail
Within the Evo scooter line-up, each model is clearly differentiated by its play or ride experience. Evo Bubblz Move and Groove combines scootering with bubble play, featuring Dino and Unicorn designs, which adds a sensory and imaginative element that younger children respond to immediately. Evo Light Storm takes a more visual approach, using light-up wheels, deck edges and stem to bring extra excitement to everyday rides and help keep children engaged.
The range then moves into two-wheel scooters. Evo Neo Flash stands out with its neochrome finish and light-up wheels, creating a colour-shifting effect in motion. Evo Urban 180 focuses more on the ride itself, using larger wheels to deliver a stable and controlled experience. Evo Flexi Max 200 extends the offering further with the largest wheel size in the range, helping the scooter maintain momentum and perform well over longer distances.
Evo combines strong visual impact for children with a clear, easy-to-understand product structure for parents, encouraging repeat purchase. The range is designed to remain relevant as children grow, allowing them to naturally progress from one product to the next. At each stage, scooters continue to feel current and on-trend, while parents return to the brand with confidence in its build quality, durability and value for money.
In a competitive category, Evo focuses on features that shoppers notice immediately. Lighting effects, distinctive finishes and considered colour choices help products stand out both in store and online, while practical details such as adjustable handle heights and durable materials reinforce perceptions of quality and longevity. Evo is designed to deliver well-specified products at realistic price points, ensuring added features feel meaningful rather than over-engineered. This builds confidence at the point of purchase and makes the range easier for retailers to merchandise. Evo succeeds because it gives retail buyers confidence to reorder, not just reasons to trial.
The Mini Micro Neon LED range builds on one of the most recognised pre-school scooters in the UK, combining Micro’s proven design with a sharper, more retail-ready finish.
From Micro Scooters, this is not a new concept. It is a smart evolution of a product families already know, trust and actively seek out. In a crowded Wheeled Toys category, brand pull does a lot of the heavy lifting.
Designed for children aged 2–5, the Mini Micro platform remains unchanged. The three-wheel setup delivers stability. The lean-to-steer mechanism teaches balance and coordination in a way that feels natural to young riders. The lightweight yet robust deck, reinforced with a fibreglass core, provides strength without adding bulk, making it easy for young children to control while standing up to daily use. And the 50kg weight limit gives it genuine longevity.
The Neon LED range adds high-impact colourways and motionpowered LED wheels across all SKUs. With no batteries and no switches, the wheels light up through movement, which creates an immediate instore moment and a clear visual upgrade without turning the product into a short-term novelty.
This is firmly at the premium end of the market; Micro is not competing on price. The brand has spent years investing in awareness, trust and product credibility. Parents come into store asking for Micro by name. This level of recognition is hard to replicate and valuable for retailers trying to drive conversion without relying on discounting.
For retailers, that demand for the Micro brand changes the dynamic. They are not just selling a scooter. Customers are already walking in asking for Micro or searching for it online. The Neon LED version then becomes a natural trade-up. It looks better on shelf, it feels like a step up and it gives parents an easy reason to choose it.
The range is supported by consistent, year-round marketing investment. That includes paid social and search, influencer and ambassador activity, PR across parenting and early years titles, and on-demand TV advertising to keep the brand front of mind. The focus is not just on features, but on the role scooters play in early years development – balance, coordination and confidence through movement. Retail partners are supported with clear product messaging, imagery and campaign assets to help bring this to life in-store and online.
The Mini Micro Neon LED range works because it does not try to reinvent the category. It builds on a product that already sells, strengthens its shelf presence and leans into the one thing many competitors cannot match – a brand families actively look for.
Trends UK
01295 768 078 | info@trendsuk.co.uk
Children aged 3+ can get outdoors and explore the world on wheels with Trends UK’s Keyriders range.
The Tri Water Blaster Scooter is a super-fun, three-wheeled scooter with dual water tank and four powerful water jets that will launch water up to five metres. Kids will enjoy zooming along on this sturdy set of wheels; it comes with a soft moulded easy-grip handle, anti-slip footplate and rear footbrake. Like all Keyriders scooters, the scooter is extendible and foldable, meaning it’ll grow with the child, later fitting away neatly under a bed or in a cramped cupboard.
Trends UK is reinforcing its commitment to supporting retailers with the launch of a brand-new website. Promising a streamlined and user-friendly experience, the new website allows trade customers to browse product ranges and discover the latest launches and bestsellers from across the Trends UK portfolio. The website is part of wider investment into responsive customer service and support for Trends UK’s customers.
For more information, get in touch with the Trends UK team via the details above.
Wheeled Toys
Hy-Pro
01582 670 100 | www.zincsports.com
Zinc continues to develop its scooter range in line with changing consumer expectations, focusing on design, functionality and longevity. The brand’s current portfolio reflects a shift in how scooters are used, moving beyond seasonal play patterns to become part of children’s everyday routines.
LED integration is now a standard feature across much of the category, with light up wheels and decks contributing to visual appeal and increasing on-scooter visibility. Zinc has responded to this trend through product development informed by direct feedback from children, ensuring features align with user preferences rather than novelty alone.
While visual elements play a role at point of sale, practical considerations remain key. Lightweight frames and folding mechanisms support portability and storage, making scooters suitable for regular use, including school journeys and short local trips. This reflects broader category growth into lifestyle and transport-led usage.
Product longevity is also a central focus. Zinc’s range is designed to support children as they develop, with adjustable handlebars and durable construction extending product lifespan. The brand continues to target children ages 6+, where demand is strongest, offering clear progression across non-powered and electric models to retain engagement over time.
Value remains a significant factor in purchasing decisions. In response, Zinc emphasises build quality and feature relevance, aiming to deliver products that justify their price point through durability and ongoing usability.
Operating within a crowded and competitive market, the brand maintains a focus on safety, quality standards and user-led design. This approach supports consistent product development while addressing the evolving expectations of both children and parents.
MGA Entertainment
07488 335 251 | www.mgae.com
For over the last 50 years, Little Tikes has firmly established itself as a market leader in the industry, consistently creating new ranges of wheeled toys that have gone on to become firm family favourites. Little Tikes prides itself on being able to offer a collection of long-lasting, robust products that families can enjoy for generations, season after season.
First released in 1979, the iconic Cozy Coupe has been a mainstay of wheeled toy play for over four decades. Keeping generations of little ones on the go, Cozy Coupe was the No.1 non-pedal ride-on item in 2025. The beloved Cozy Coupe range has become a symbol of fun, adventure and endless imaginative play. The Cozy Coupe range offers an exciting selection of durable ride-ons, including the classic Cozy Coupe, the Princess Cozy Coupe for a princess-inspired pink twist and the Cozy Coupe Dino, which brings Jurassic joy to ride on play. They are suitable for ages 1-5.
The Cozy Coupe range also expanded with its first licensed product, the Bluey Grannies Car Coupe, inspired by the Bluey episode “Grannies” (Season 1, Episode 28) car. This rideon keeps classic Cozy Coupe features like a cupholder and removable floorboard, while adding Bluey touches: nine show soundbites when the horn honks, Grannie glasses and a can of baked beans.
Allegedly
In recent weeks, we’ve seen some prominent examples of major retailers struggling to find their place in the current retail landscape. TG Jones has unveiled what it describes as a “radical restructuring plan”, involving the definite closure of eight stores and the Sword of Damocles hanging over an additional 150 stores. Owner Modella Capital has “demanded” a rent holiday from landlords of anywhere between 75% – 100% for a year, with further reductions of 15% – 75% thereafter. The threat is that if these demands aren’t met, the stores will close. Sounds like someone has been studying the art of negotiation employed by a certain US President (and look how well that is working out…). You won’t hear me defending landlords too often, but I do feel that this stance from Modella is pretty much indefensible. Rent is part of a retailer’s business cost. I can only imagine what our printer would say if I asked them if I could not pay them for the next year. I don’t currently know any Welsh swear words, but I bet that would be a good way to learn a few very quickly. And to be fair, landlords have businesses to run too (and many of our pensions are invested in their operations, so the impact of not paying goes far beyond the landlords themselves). Plus, if they agree, how is that going to make other shops which are still paying their rent feel? It creates a very dangerous precedent (not to mention encouraging other retailers to adopt a similarly aggressive approach). None of us want to see retail operations fold and jobs being lost, but I have to be honest, this ‘gun to the head’ approach doesn’t entirely sit right with me. There is also potentially an uncomfortable truth here: for some retailers, maybe their time has come? While TG Jones is focused on backing out of contractual obligations, you do wonder if the whole smokescreen is a way of distracting from a lacklustre rebrand and the absence of a genuine plan to reinvigorate the stores…
Claire’s Accessories is another legacy retailer trying to rekindle past glories under new ownership. There is a proposal for 50 stores to return to UK high streets from June onwards – just weeks after many held ‘Closing Down’ sales. The new owner – who operates Claire’s stores in France, Spain, Portugal and Austria – admitted that “the brand was basically dead, and we are bringing it back to life.” Promising a “brand repositioning”, he suggested that “we are not a discount store, but we like to sell stuff at a fair price.” At least he is not loading the business up with debt as many venture capitalists do, so you have to wish him well, but I suspect it won’t be an easy task. It will be interesting to see whether suppliers who were left with bad debts by the previous owner are prepared to draw a line under the past and supply the new business, or whether they adopt a ‘wait and see’ strategy…
Speaking to several suppliers ahead of their European launch, they were understandably nervous that Joybuy’s arrival could spark a price war with Amazon, which would subsequently end up causing collateral damage to all toy retailers, physical and online. I had hoped Joybuy might at least decide to get their feet under the table and scope out the lie of the land before committing to an aggressive discounting
strategy – how wrong I was. The opening salvo appears to have been fired. Mike O’Shea from Wicked Uncle contacted me to alert me to the fact that Joybuy was selling the Lego Rainbow Minifigs puzzle at £7.49 – half the RRP (based on the Lego website) and significantly undercutting Amazon, who were at £11.94. I will happily quote Mike’s response to this development, as I am sure he speaks for many of us:
“So, a ‘cheap as chips’ Chinese company comes to the UK, operates at a loss, destroys margins, retailers and jobs, while our high streets are filled with charity shops, coffee shops or vacant lots with sage brush blowing down the road. An absolute disaster. They may succeed, they may lose a few billion and fail, but either way they are killing jobs and toy shops. We are an online retailer, but we are aiming to sell high service and interesting, unique products, not just cheap. This way, no-one makes any money. Exactly the sort of thing our government ought to be stopping to protect our own jobs.” I wonder how Lego feels about this? Although whatever their reaction, I guess they are powerless to prevent it (legally at least). Although now Joybuy has set its stall out, maybe the gloves are off – if I was a supplier, I would be seriously considering how extensively to trade with them, knowing the damage it could potentially do to my relationship with other accounts. I’m guessing they won’t exactly be in contention for the Online Retailer of the Year award either, based on this opening gambit…
The LA spring trip continues to be a keenly debated event. First and foremost, April is always a more focused event than the September trip. I don’t see that changing anytime soon. When it comes to toys, spring/summer ranges will nearly always be less extensive than autumn/winter ranges. In addition, a few people seem to share my suspicion that April feels early to be discussing spring/summer ‘27, except for a handful of major US retailers, and even more so this year with the uncertainty over the impact of the Iran conflict slowing retail decisions and commitments (although to be fair I guess that people had confirmed showrooms before they knew about that…). I won’t discuss specific visitor numbers – even though I have seen a few hints online – because the nature of the trip makes it impossible to be certain. Unlike a trade show, no-one is counting them in and counting them out. From the UK, I gather there were a handful of retailers: Smyths, Asda, TK Maxx and Dave Middleton (although Dave was arguably there more in his ‘other capacity’ rather than from a retail perspective).Interestingly, it has been suggested that some of the aforementioned UK retailers hadn’t even confirmed autumn/winter orders for ’26 at the time of the trip (for the purposes of that comment, I am not counting estimates, only written POs). Understandably, LA still feels like it has a US-bias, and the larger the supplier/retailer, the more effectively they seem to be able to make the April trip work for them. I completely understand that it makes sense to participate if you have an office there, while for many visitors, there is a cost/benefit analysis and ROI assessment to weigh up. But that’s for each individual company to decide. I just hope they make the decision for the right reasons, not just FOMO.
