Toy World Magazine March 2026

The Team...

Contributors

John Baulch - @Baulchtweet

Welcome to the March issue of Toy World. As ever, the first two months of the year have flown by: Toy Fair Season ensures that the toy community always has a lively start to the year, as retailers meet with toy companies to start thrashing out this year’s range plans.

On a personal level, it was a slightly different show season this time round: with international travel off the menu for now, London Toy Fair was my main opportunity to catch up with as many of our partners as possible, and to get hands on with their hottest new launches for 2026. I was ‘supposed’ to be taking it a bit easier, but how do you do that when there is so much to see in such a short timeframe?

On the plus side, I saw plenty of great new products to get excited about and I spoke to a lot of people who feel energized and – whisper it quietly – cautiously optimistic about what lies ahead this year. Most retailers are not carrying over a large amount of stock from Christmas or from summer ‘25, Circana announced that the UK toy market ended up +6% last year, and there is a reasonable degree of stability in the toy retail channel - and arguably even the wider British economy - which bodes well.

The UK’s strong performance was replicated in the US and the other main European countries: so, for the first time in quite a few years, all of the main global territories enter the New Year on the back of growth the previous year. In theory, we are in a healthy position to continue that momentum over the year ahead: there is a star-studded line-up of family-friendly films on the way, plus a host of established and new licences that are set to drive sales. With the Kidult category continuing to expand, we have a broader audience than ever to aim at – a market which used to predominantly cater for 0-10 year-olds is now able to sell product to a much wider demographic.

Of course, it won’t all be plain sailing: there will be curveballs and challenges along the way, as there always are. But if you work in toys, if you can’t be optimistic at this time of the year, when can you be?

In this issue, we’ve done our best to round-up what happened over Toy Fair Season, with reviews from both the London and Nuremberg Toy Fairs. We’ve also started to showcase some of the exciting new products which will be hitting shelves over the coming months: this month, we shine a spotlight on the Outdoor, Action Vehicles and Science & Nature categories, highlighting the latest ranges from key suppliers in each sector. Retailers who want to freshen up their offering in these areas need look no further for inspiration.

As another Toy Fair Season draws to a close, it remains evident that the toy industry thrives on connections. Relationships are the backbone of the business. That’s why I firmly believe that Toy Fairs remain so important – they provide the perfect opportunity to establish, grow and foster those partnerships. From first thing in the morning to last thing at night, each and every interaction can potentially be valuable, and many will lead to something positive that wouldn’t otherwise have happened.

And although the main trade shows are over for another year, Toy World will continue to help everyone in the toy community to stay in touch with all the latest developments as they happen – we’re here 365 days of the year to keep the lines of communication flowing and to keep connecting people. The pace of change seems to get faster every year – less ‘ticking along’, more ups and downs than a weekend at Alton Towers. But, of course, that’s a dream for those of us whose day job is to track and report on the fortunes of the toy market, and to try to make some sense of what’s going on.

Crucially, the majority of retailers are no longer constrained by having only two ‘open to buy’ windows around Spring Summer and Autumn Winter. Even by the end of February last year, was anyone talking about Labubu? And when did KPop Demon Hunters enter the conversation? Trends and crazes remain vital for the toy industry, and they’re hitting quicker than ever, with less build up: many seem to come out of the blue with no prior warning or advance hype – and they certainly aren’t only emerging during the brief window of Toy Fair Season.

Presumably retailers of all sizes in all countries have to bear this in mind when making selection decisions – I can’t believe that most retailers genuinely max out their entire toy budget before the year has even started, cutting themselves off from capitalizing on short-term opportunities. Of course, there’s a big difference between the core range and the incremental opportunities – no retailer can afford not to have a plan in place for the part of its portfolio that remains relatively consistent each year. But those winners that come from nowhere can make such a difference for retailers – which is why Toy World’s daily newsflashes and monthly print magazines remain essential reading across the whole year.

Of course, with Toy Fair Season over, now it’s time for the toy community to hunker down and plough through all the follow up proposals from the shows. Thus begins ‘the waiting game’ – as retailers evaluate the thousands of new products they’ve seen and decide which ones to add to their range. Let’s hope there’s not too long to wait.

UK toy market returns to growth for first time in five years

Annual industry insights from the British Toy & Hobby Association (BTHA) and global market research company Circana, unveiled at the start of Toy Fair in London, show the UK toy industry returned to growth in 2025 – its first growth year since the Covid-driven surge of toy sales in 2020.

Figures reveal toy sales were up 6% year-on-year, contributing to a sector now worth £3.9b. This marks a significant turnaround for the UK toy sector after several challenging years.

Toy sales increased every month of 2025 compared to 2024, showing steady recovery. Whilst the Kidult category continued its upward trajectory for those purchasing toys over the age of 12, children’s toys also delivered solid growth in 2025, with sales up 4% year-on-year, and representing 67% of overall market expenditure.

Six out of 11major toy supercategories recorded growth in 2025, demonstrating breadth and balance across the market. Top-performing categories included Building Sets, which grew 25%, led by Lego ranges and Formula 1, two of 2025’s fastest-growing toy properties.

Traditional Games & Puzzles grew 15%, driven by strategic trading card games such as Pokémon. Action Figures & Accessories grew 16%, strengthened by film tie-ins such as How To Train Your Dragon, Jurassic Park and KPop Demon Hunters, which generated a rush for early toy releases in December. The Vehicles category grew by 8%, aided in part by the renewed popularity of Formula 1 racing in 2025, with infant and pre-school toys enjoying their best performance in over eight years.

Boosted by a year of stand-out entertainment properties across cinema, streaming and sport, licensing continued to power the sector, up 16% year-on-year and now accounting for 38% of the total toy market. Film-driven toys are now 16% of all toy sales, following a year of box office hits in 2025. Cinematic hits included Minecraft, Pokémon, Lilo & Stitch and Jurassic World, which drove product lines from Spin Master, Bladez Toyz and Simba Smoby UK.

Other entertainment channels such as TV and streaming grew 3%, with the help of Stranger Things and The Traitors, while video game-linked toys surged 47% driven by Fortnite, Minecraft and Sonic. The fastest-growing entertainment segment was racing, which soared 193%.

A breadth of demand and strong cross-generational appeal of the market was reflected in best-selling toys of 2025. Among the top-selling items were Lego Botanicals flower set, the screen-free Toniebox audio player from Tonies and Jazwares’ soft-toy phenomenon, Squishmallows.

Commenting on the figures, Kerri Atherton, Head of Public Affairs at the BTHA, said: “The return to growth in 2025 marks a pivotal moment for the UK toy industry after many challenging years. What is particularly encouraging is the consistency behind the recovery when trading conditions have remained tough, with toy sales increasing every month of the year and growth evident across both children’s toys and the expanding Kidult market.”

Several popular trends continued to grow year-on-year, including the collectibles craze. Collectible toys grew 12% in 2025, driven by popular brands such as Pokémon and Funko Pop. Pokémon was the UK’s top-gaining toy property in 2025, generated by the popularity of strategic trading cards.

Zuru partners with KTL in UK

From June 2026, KTL will begin a partnership with Zuru, growing the brand’s cross-category portfolio, strengthening domestic distribution and supporting growth plans for 2026. This new partnership will make KTL Zuru’s distribution partner in the UK.

Will Collinson, General Manager of Zuru UK & Europe, said: “KTL brings outstanding reach, service and market knowledge, which is exactly what we need to accelerate our UK growth. We’ll continue to work directly with our major retail partners, while KTL strengthens our ability to support a broader customer base across the UK retail landscape, with faster access to Zuru’s latest innovations across categories.”

Freddie Martin, Managing Director at KTL, said: “This collaboration represents an important step for KTL as we expand into the dynamic and highly competitive licensed toy market. Crucially, this alliance directly responds to persistent demand from independent toy retailers across the United Kingdom. For too long, these vital businesses have sought improved access to premium, high-demand licensed products from globally recognised brands such as Zuru. This partnership is designed to bridge that gap, empowering independents with the resources they need to thrive.”

For sales enquiries, contact KandyToys (KTL) at enquiries@kandytoys.co.uk.

Toy Retailers Association announces new retail award

The Toy Retailers Association (TRA) has announced that it will be awarding a new accolade, The Retail Champion Award. This new award is to recognise the diverse roles that go into successful toy retailing, and to honour the talented people who fill those roles.

Geoff Sheffield, TRA Chair, said: “The TRA recognises products and suppliers at the Toy of the Year Awards each January, but we believe that we should also recognise the brilliant, creative, hardworking and dedicated retail talent we have across our members”.

The Retail Champion Award will recognise exceptional individuals and unsung heroes who have dedicated themselves to their role whilst promoting toy retailing in the UK or Ireland. The award will be given to individuals who are exceptional advocates for their company, their team, toy retailing and the communities they serve, and have shown a commitment to excellence that goes above and beyond their standard duties.

The TRA is asking retailers to nominate members of their teams, from warehouse to head office to shop floor. The aim of this award is to recognise every part of the retailing business, as well as the people who have shown integrity and initiative, had a positive attitude and exceeded expectations.

Retailers can nominate their staff from today by submitting the form that is available from the TRA website. The nominations will be judged by a panel of retail peers and winners will receive their award at appropriate times throughout the year. That could be at the awards night next January, or it could be in front of their workmates and peers. Wherever it is felt it would mean the most to the winner.

Build together Easter

Goliath acquires Crazy Aaron’s in global deal

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

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

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

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

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

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

Crayola outlines strategy to double UK and Ireland business

Crayola has announced that it is increasing its commitment in the UK and Irish markets with the goal of doubling its business over the next three years, acting as a key growth engine for the European region.

The brand seeks to re-connect with British and Irish consumers and retailers through a direct distribution strategy, alongside investment in infrastructure, product innovation and creative content. Crayola’s plan will empower parents and educators in the UK and Ireland to nurture creativity in children, ensuring they get the benefit of developing essential life skills that will help them reach their full potential.

Creativity has been demonstrated to support the development of core life skills, predict career success, enhance educational outcomes and contribute to overall well-being and fulfilment. The UK government recently unveiled plans to reform the national curriculum, implementing changes that affirm creativity as an important part of UK education. The revitalised curriculum recognises the value the arts bring in broadening skills for a competitive job market, in line with Crayola’s belief in the benefits of creativity for children.

According to the Campaign for Creativity, Ad Council Research Institute, February 2024, more than 91% of British parents also understand the life-long benefits of creativity for kids. While they face practical barriers in finding ways to nurture creativity, with 51% saying it’s hard to come up with new creative activities for their child, nine out of 10 UK parents trust Crayola to help them overcome those barriers. The company’s UK and Ireland strategy provides an opportunity to partner with parents and bring them innovative products, experiences and content that inspire creative moments every day for their children.

Marking the beginning of its three-year strategic plan in the UK and Ireland with a new market strategy and multi-million investment in 2026, Crayola has already opened a new UK office in Woking, Surrey, creating 23 new jobs as of January 2026. 2026 Strategic Roadmap:

• Direct distribution: Crayola is prioritising and re-establishing its direct trading relationships with retailers in the UK and Ireland to help broaden visibility and availability of its products in-store.

• Product innovation: The brand is planning a series of product launches in the UK and Ireland throughout 2026.

• Marketing: To deepen the brand’s relationship with consumers, Crayola is making a significant investment to extend its creative content to more UK and Irish consumers.

• Education: Having run this year from 26th January to 1st February, Crayola worked to significantly expand its free global Creativity Week learning programme to more schools, libraries and homes in the UK and Ireland.

Pete Ruggiero, CEO of Crayola, said: “We believe that every child in the UK and Ireland should have the chance to create, explore and imagine without limits. Our 2026 roadmap backs that belief with real investment: tools, resources and programmes that enable creative moments and allow children to reach their potential.” Learn more at www.crayola.com

Cake signs deal with BBC for MGA's Armorsaurs series

The first season of Armorsaurs premiered on CBBC and iPlayer in February. Aimed at kids aged six and up with strong co-viewing appeal, Armorsaurs is produced by MGA Entertainment and is a remake of the South Korean television show Armored Saurus, originally developed by South Korea’s Daewon Media.

In 2026, the Armorsaurs universe will expand across toys, digital content, lifestyle products and games, building a multi-platform brand with global reach.

Armorsaurs follows a team of teen pilots and their armoured dinosaurs, who are humanity’s last line of defence against an advanced alien race intent on returning to Earth to replenish their army of pre-historic fighting dinosaurs. Chosen for a rare genetic marker, five young heroes are trained in the top-secret initiative known as the Armorsaurs Program to bond with these creatures and operate the sophisticated battle armour that turns these prehistoric beasts into a formidable fighting force.

Dominic Gardiner, Managing Director of Distribution at Cake, said: “Armorsaurs is an ambitious, high-impact series that combines cinematic live-action storytelling with cutting-edge VFX and a powerful sense of adventure. The BBC is a natural home for the show, with its long-standing commitment to premium, imaginative content for kids and families, and we’re thrilled to be introducing Armorsaurs to UK audiences. This launch marks an important step in building the franchise as a multi-platform global brand.”

Argos set to launch marketplace in 2027

According to reports in several media outlets, including The Grocer and Retail Week, Argos is planning to launch a marketplace to extend its existing retail footprint. While specific details are currently thin on the ground, Argos has been quoted as suggesting that the marketplace will “offer a wider range of product” from “a curated range of partners in complementary and existing categories.”

The marketplace – which is set to give live at some stage in the next 12 months – sees Argos looking to make “better use of our expertise in technology and the support chain.” According to the retailer, the Argos website is the third most-visited retail site in the UK, with over 1b visits each year.

An Argos spokesperson has promised more choice, more convenience and more reasons to shop with confidence.

After talks with Chinese eCommerce giant JD.Com collapsed last year, there has been much speculation as to whether Sainsbury’s would continue its efforts to sell the business. This announcement would suggest that it is instead seeking to hold onto the brand and invest in it to strengthen its consumer presence.

Toy suppliers will no doubt be watching developments with interest, given the retailer’s historical strength in the toy market.

Hasbro unveils strong financial results and announces agreement to become Harry Potter master toy partner

Hasbro has announced its financial results for the fourth quarter and full year 2025. For the full year, Hasbro’s revenue increased by +14%, driven by record +45% growth in the Wizards of the Coast and Digital Gaming segment. Consumer Products and Entertainment both declined by -4%.

Magic: The Gathering ended up having its strongest year ever, +59% versus the previous year, with highlights including a successful Q4 Avatar: The Last Airbender set plus ongoing strength in its back catalogue and Secret Lair.

Consumer Products Segment Revenue decreased by -4%, which was better than expected, as shifts in retail order timing impacted full year results. Highlights include growth in Peppa Pig, Hasbro Gaming, Transformers, Marvel and Beyblade.

In the fourth quarter, revenue increased by +31% compared with the previous year, with growth in Wizards and Digital Gaming (+86%) and Consumer Products (+7%)

Commenting on the results, Chief Executive Officer Chris Cocks said: “I am proud of the results our team delivered in 2025 and the success of our Playing to Win strategy. We returned the company to growth, engaged one billion fans, secured new partnerships, and made progress in our evolution into a digital-first play and IP company. We expect that momentum to carry into 2026.”

To coincide with the results being unveiled, there was also an announcement confirming that Hasbro has secured a multi-year licensing partnership with Warner Bros. Discovery Global Consumer Products to become the global primary toy licensee for the Harry Potter franchise, beginning in 2027. The agreement coincides with the upcoming HBO Original Harry Potter series, which is scheduled to make its debut next year.

Under the partnership, Hasbro will develop a range of products inspired by both the films and the new HBO series, including dolls, role play items, action figures, collectibles, interactive plush, and board games. Tim Kilpin, President of Toys, Games, Licensing and Entertainment at Hasbro commented: “The world of Harry Potter and its unforgettable characters align perfectly with our mission to deliver a lifetime of play to generations of fans.”

For trade enquiries, contact Hasbro on 0208 569 1234 or visit www.hasbro.co.uk.

Peter Heinstein, Hape Founder and CEO, said: “I am delighted to have Smart Toys & Games represent the Hape brand. I have known Rolf and the team for a long time, and I am confident that our brand is in safe hands with the Smart UK team.”

For more information, email: info@smart.be.

All3Media recruits Tomy for The Traitors

Tomy is entering into a licensing agreement with All3Media International to bring reality television hit The Traitors to life across a comprehensive games portfolio across the globe, including the UK.

The agreement between the two companies will see Tomy handle the rollout of The Traitors’ games portfolio to markets around the world, as the hit format continues its rapid international trajectory, with over 30 territories across six continents commissioning local versions of the show. Under the agreement, Tomy will distribute The Traitors’ existing board game and card game (excluding the UK) across multiple territories in EMEA, North America and APAC in addition to developing new titles.

The first new title Tomy will roll out under this new agreement is One Night of The Traitors, launching in multiple international markets. This standalone one-evening experience is a fast-paced game of strategy, bluffing and social deduction. Players take on the roles of Faithfuls or Traitors, completing high-energy missions around the house, facing shocking reveals and outwitting one another, all leading to a dramatic final vote with the game’s unique convertible vote box. One Night of the Traitors delivers an unforgettable evening of trust, betrayal and tension, perfect for parties and game nights.

As part of the continued development of the range, the UK edition of The Traitors board game will be refreshed for autumn/winter 2026, featuring six brand-new missions designed to reinvigorate gameplay. The game challenges players to use strategy, bluffing and deduction to uncover the hidden Traitor, complete missions and claim victory.

Morgan Weyl, Managing Director, Licensing & Global Development at Tomy, said: “We are delighted to be working closely with All3Media International to bring this hugely successful format and its board game to fans around the world. As The Traitors continues to grow across territories, captivating new audiences, this partnership allows us to expand the brand’s reach, as well as look to deliver new compelling gameplay experiences for fans worldwide.”

Jason Easy, VP Licensing (Sales) at All3Media International, commented: “The Traitors has become a truly global on-screen phenomenon, with local versions commissioned in more than 30 territories. Through this new partnership with Tomy, we’re thrilled to give fans worldwide the chance to experience the show’s addictive gameplay at home with family and friends, through Tomy’s growing games portfolio for this brand.”

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

Booghe and Game Guru to launch Lego across stores

Booghe Toys and Game Guru, both based in Birmingham, have announced that they will be launching Lego across both their physical stores and webshop.

On the announcement, Krishna Yadlapalli, Director of Booghe Toys and Game Guru, said: “Launching Lego across our Booghe and Game Guru stores and webshop is an exciting milestone for us. At Booghe and Game Guru, our focus is on creating strong destinations for toys, games and collectibles, supported by great presentation, knowledgeable teams and a positive customer experience. Adding Lego to our range is a natural step that fits well with what we are building across both concepts.

“Lego represents creativity, imagination and play across all ages, and it sits comfortably alongside the many brands we already work with. It strengthens our overall offer and allows us to give customers access to one of the world’s most trusted and loved toy brands as part of a wider, well-balanced range.”

To support this launch and the business’s wider growth plans, the team is expanding its distribution and warehousing capacity. This investment enables Booghe to scale responsibly, improve availability and continue to support its existing suppliers, while also creating space for new ranges in the future. Its focus remains on growth through expansion, not replacement.

Krishna continued: “I would like to thank the Lego team, including the senior leadership, for their support and for recognising the potential in what we are building. Being able to work directly together is something we greatly appreciate.

“We see this as the start of a long-term partnership and look forward to growing the Lego category in a considered way, while continuing to work closely with all our brand partners as Booghe and Game Guru continue to develop.”

This announcement comes off the back of Booghe Toys’ recent win at the 61st Toy Industry Awards, presented by the BTHA and the Toy Retailers Association on the first evening of London Toy Fair 2026. Krishna and members of the Booghe team took to the stage to accept the Toy Retailer of the Year’s Outstanding Achievement Award.

Smart Toys & Games to distribute Hape in UK & Ireland

Founded 40 years ago, Hape is known for combining high-quality mixed materials, child-safe finishes and imaginative design to create toys that support learning through play. Hape products span over 10 different toy categories and are trusted by parents, educators and retailers for their durability, safety and educational value.

To support this next chapter of growth, Emma Silva, formerly EU Brand Manager for Hape, will join Smart Toys & Games as Brand Director for UK & Ireland. Emma brings expertise in brand and marketing strategy to support the growth across Smart’s portfolio.

Smart’s Global CEO Rolf Vandoren commented: “I have always admired Hape, as the company shares the same values with Smart. Hape’s commitment to quality, innovation, and meaningful play makes this a great partnership and it’s a bonus that Emma can hit the ground running with her knowledge of the Hape brand from day one.”

Smart is known for award-winning brands including SmartGames, IQ, Happy Cube, The Genius Square, GeoSmart and SmartMax. The new distribution partnership supports Smart’s growing presence in the pre-school and puzzle categories after the acquisitions of Wow Toys in 2024 and All Jigsaw Puzzles in 2023.

Smart Toys & Games UK CEO Peter Rooke said: “We are looking forward to Hape joining Smart UK’s portfolio and welcome Emma to the team. As we look to drive the company into the next phase of growth, this new partnership will help us expand our pre-school presence in our specialist customer base.”

Peter Heinstein, Hape Founder and CEO, said: “I am delighted to have Smart Toys & Games represent the Hape brand. I have known Rolf and the team for a long time, and I am confident that our brand is in safe hands with the Smart UK team.”

For more information, email: info@smart.be.

University Games' Bob Moog honoured with IDIOT Award

Hosted at 116 Pall Mall, this year's UK Toy Inventors' Dinner saw University Games' President, Bob Moog, being awarded the IDIOT (International Designer and Inventor of Toys) award.

The presentation of the IDIOT Award began in 1988 and each year, a single IDIOT award is presented as a tribute to an individual in recognition of an outstanding contribution to the toy industry.

The prestigious award was presented to Bob by Mike Moody of Seven Towns, who said: “The IDIOT Award celebrates extraordinary contributions made by inventors of our toy and game industry, and equally, the contributions of those within the toy companies who work so hard promoting our ideas and support our invention community. Our recipient this evening has been an entrepreneurial pioneer. Over the years, he’s produced a remarkable range of successful games and built a company with a stellar reputation.

"And importantly, he’s supported us, the inventors and our ideas, by being a familiar face at our dinner for very many years. In fact, too many years. He’s one of our longest-standing overseas members. He’s taken risks on our concepts, created many of his own, enjoyed his share of winners and losers like most of us and yet has always remained enthusiastic for the next new idea.”

Bob commented: “Most of the time people think of me as a businessman building University Games. It was fabulous to have the coolest people in the global board game world honour me for creativity and game design. We are committed to the game inventing community and always will be.”

During Bob’s acceptance speech, he talked about starting out as a games inventor, and the first thing he wanted to create was a murder mystery party game. 41 years on and the University Games’ Murder Mystery Party Range forms a lucrative piece of the global portfolio.

“I’d never been in the toy industry," Bob added. "I didn’t know anything about really running a business, and we went and tried to sell a murder mystery party. None of the companies were interested in it, and I didn’t have the persistence to keep inventing and selling, but I really wanted to take this to market, so I started a company. A company that didn’t just develop games but will also sold product to retail. The goal was to sell the product to retail to get enough money to support me while I invented games, but it turned out to be the opposite. We ended up building a business that is now much more known for our marketing and our sales than it is for the games I invent.”

University Games, with subsidiaries in the UK and Australia, and acquisitions that include Paul Laymond Games, The Lagoon Group, The Learning Journey, Forbidden Games and Hansen, is the name behind best-sellers including 20 Questions, Stupid Deaths, Smart Ass, Irritable Vowels and many more.

Industry Moves

Vivid Goliath announces key promotions

Vivid Goliath has announced two senior internal promotions within its UK business, with Gerbie Quilter appointed Commercial Director and Ali Cottell promoted to Sales Director UK & Eire.

Gerbie joined Vivid in 2003 and has held senior sales roles across Gifts, Toys and Games, leading some of the industry’s biggest toy launches and driving growth of the games portfolio following Goliath’s acquisition, most recently in the role of Sales Director.

She said: “I’ve been privileged to work on some of the industry’s biggest brands over the years. As Commercial Director, I’m excited to take on global channel management responsibilities and to support Ali at a particularly exciting time for Vivid Goliath, as we expand into new categories with Crazy Aaron’s Thinking Putty and launch new licensing partnerships across Games and Toys. This is alongside additions to our family games portfolio, including the much-loved Elefun.”

Ali has been with the business for more than 10 years and has built strong, long-standing relationships with customers and partners. Ali commented: “I’m delighted to begin the year as Sales Director and to continue working with the talented UK team. We launched a diverse and exciting range at London Toy Fair, from continued growth in Jelly Blox and Clickeez to new games launches inspired by fan favourites including Fourth Wing and The Sims YaGoBuGi. This is alongside classic brands such as Sequence and Gooey Louie. Managing the PlayMonster distribution has been a real highlight, and there are some fantastic innovations ahead within 5 Second Rule, Spirograph and Fab Lab.”

Nick Thomas, General Manager at Vivid Goliath, added: “We’re delighted to announce these two well-deserved promotions, recognising the talent and contribution Gerbie and Ali bring to the business. With the continued support of our retail partners, we have ambitious growth plans across the portfolio and a team well placed to deliver them.”

For more information from Vivid Goliath, contact 01483 449 944 or visit  www.vividtoysandgames.co.uk.

Major staff changes at The Entertainer

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

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

Pyramid International strengthens export team

Pyramid International has strengthened its export team as part of a wider focus on building a faster, more agile international operation for 2026. With demand for licensed merchandise increasing across European and global markets, the business is reinforcing both its commercial leadership and operational infrastructure to better support retailers with speed, flexibility and scale.

As part of this evolution, Francisco Cacin, known as Paco, has moved into the role of Export Sales Director, bringing extensive experience across European markets and distribution channels. Paco’s focus is on aligning Pyramid’s extensive licensed portfolio with the specific needs of individual territories, ensuring the right products are delivered to the right channels. With a strong understanding of market nuances, he works closely with licensors, customers and internal teams to respond to trends and consumer behaviour across different regions.

Alongside this, Antonio Segura Gomez has joined the business as European Operations and Logistics Manager, strengthening the operational backbone of the export function. Antonio brings a data-driven and efficiency-led approach to logistics, with a clear focus on scalability and agility. A key early milestone has been the establishment of a strategic third-party logistics partner in Europe, designed to enhance import flows from Asia and enable seamless exports across multiple territories.

Together, these developments support Pyramid International’s wider ambition to deliver a faster, more responsive export operation. By combining commercial insight with robust logistics infrastructure, the business is well positioned to meet the demands of a fast-moving licensed merchandise market, where speed to market and reliability are critical.

With one of the largest licensing portfolios in the industry and a growing international footprint, Pyramid International continues to proudly invest in the people, systems and partnerships needed to support retailers across Europe and beyond in 2026 and the years ahead.

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

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

The Entertainer has reported an encouraging performance over the nine weeks to 3rd January (covering

Marketing World

VR Distribution launches

Cards & Cocktails night

In conjunction with VR Distribution, South Kensington’s five-star 100 Queen’s Gate Hotel has launched Cocktails & Cards at the hotel’s ESQ Cocktail Bar. Cards & Cocktails pairs expert cocktails with a selection of original party games for a playful night out in a sophisticated setting. The games and premium drinks pairing is ideal for those looking to inject some fun and friendly competition into date night or an evening with friends, as well as for board game enthusiasts looking to try new games in the stylish setting of the ESQ Cocktail Bar, a serene underground bar offering homemade infused spirits crafted by the resident mixologists.

Guests simply pick a game, order a game-inspired cocktail and start playing. The games lineup includes party games Slip It In, Awkward, Misheard Music, Unfiltered Girls Night, Wonky Doodles and Rhymes with Duck. Each of the six games came with a choice of paired alcoholic or non-alcoholic cocktails. For trade enquiries, contact VR Distribution on 0330 088 0941 or sales@vrdist.co.uk.

MGA’s Miniverse promotes Make It Mini With Love campaign

MGA’s Miniverse has tapped into the viral Galentine’s trend, inviting creators to spread joy and get creative with the new MGA’s Miniverse Make It Mini With Love assortment.

The range is designed for crafting experiences that allow collectors and new fans to create Valentine’s themed miniatures and celebrate friendships, tying into a trending seasonal moment within the kidult market.

MGA’s Miniverse Make It Mini With Love range offers fans the chance to become immersed into the world of miniature-making with a love-centric theme. Each surprise ball is filled with realistic ingredients and accessories, from desserts to a romantic decor piece, and gives fans the chance to get their hands on a love-themed surprise. With collectible love-themed tables to showcase each mini masterpiece, and the thrill of receiving an ultra-rare find including an engagement ring, the product appeals to both seasoned collectors and new fans alike.

The campaign cements MGA’s Miniverse Make It Mini With Love range as an activity to celebrate friendships and enjoy time away from screens, securing a combined reach of hundreds of thousands and driving brand awareness and engagement for the new range.

Pamela Justice, Head of Marketing for the UK & Ireland at MGA Entertainment, said: “Growth in the kidult market continues to offer a significant opportunity for brands. We are seeing that adult collectors and crafters are at the forefront of driving seasonal trends, turning moments like Galentine’s into shareable cultural moments. Kidults aren’t just participating in these trends but rather accelerating the growth of them and driving them into mainstream culture through social content. Tapping into these audiences and capitalising on seasonal moments means we are able to increase brand awareness in a way that is connected to a key audience and product launch for MGA’s Miniverse.”

MGA’s Miniverse Make It Mini With Love range is available now with an RRP of £9.99. MGA Entertainment can be contacted on 07488 335 251.

Asmodee announces partnership with Mind

Asmodee and Mind have announced a partnership that brings together the tabletop games distributor's passion for play with the charity’s expertise in mental health support, aiming to boost mental well-being through the power of play.

Through this three-year partnership, Asmodee and Mind will work together to raise awareness of mental health issues, promote the well-being benefits of play and encourage people to reconnect with one another through shared experiences around the table.

Asmodee will commit to a minimum annual fundraising target in support of Mind, and the collaboration will explore the co-creation of Asmodee x Mind games, alongside initiatives encouraging hobby stores and board game cafés to host Play for Mind events. Together, both partners aim to raise awareness of how something as simple and accessible as playing a board game can help spark conversation, strengthen relationships and create meaningful moments of connection.

Playing games with others encourages face-to-face interaction, shared focus and teamwork, all of which are proven to support emotional wellbeing. The partnership will focus on promoting the idea that play can be a powerful wellbeing tool, creating safe spaces for conversation, laughter and connection and offering a welcome break from the stresses of everyday life. Roger Martin, Marketing Director at Asmodee UK, said: “Board games bring people together in a uniquely powerful way. They create moments of shared experience, conversation and connection that are more important than ever in today’s world. By partnering with Mind, we want to highlight that games aren’t just about entertainment: they can also play a meaningful role in supporting mental well-being and reducing loneliness.”

Asmodee can be contacted on 01420 593 593.

Kidults are here to stay: what this means for toys & games brands

Oliver WoodAssociate Director, Generation Media

From trading cards to collectible figurines, childhood interests are no longer something adults outgrow; they’re something many proudly reclaim. This trend has become increasingly prevalent in recent years, as kidults have become more of a driving force in the toys and games industry. This has never been more evident than in 2025, where after three years of decline, the Global Toy market has reported a sales increase of 7% year-on-year. Interestingly, 40% of total 2025 sales were attributed to adults who purchased toys for themselves or other adults (Circana, 2025). So, what does this mean for brands, and how can they capitalise on this trend?

A kidult is defined as a consumer aged 12+ buying toys, collectibles and/or games for themselves or another consumer 12+. This can be driven by a range of factors, from nostalgia or stress relief to a desire for creative play products, such as Lego. Part of this rise in kidults comes from a rise in SINKS (Single Income, No Kids), DINKS (Dual Income, No Kids) and HENRYs (High Income, Not Rich Yet) – all adult groups that are

Oliver looks at the ways kidults have becoming increasingly prevalent in recent years, and how, in turn, brands should look to target and truly capitalise on this demographic.

priced out of larger purchases such as homes due to increasing cost of living rises, but are affluent enough to make comfort purchases which bring them joy, such as toys and collectibles that evoke strong childhood memories.

A primary catalyst of the increase in toy sales yearon-year has been licensed toys, which account for 37% of global sales. Licences currently leading this trend are Pokémon, Lego, Marvel and Star Wars. All of these licences have successful product lines across TCG, collectible models and figurines that appeal to the kidult fans. And with collectibles accounting for 19% of total toy sales in 2025, this is a core factor behind their success.

We already know that we target parents and children very differently with advertising and messaging, but kidults add a third dimension to advertising toys and games. The targeting of toys and games advertising tends to see parents and children as tandem audiences, using both to drive pester and purchase for a product sale. However, when a product has kidult appeal, marketers need to split their comms strategy to ensure both the child and kidult audiences have messaging catered to their purchasing reasons. If brands are looking for inspiration on how to manage this balance, they could benefit from looking at Lego and Pokémon as strong case studies for communication towards these dual audiences.

When splitting targeting between kidults and parents, sellers should be taking messaging into consideration, as the audiences have different values when purchasing products:

• As we know, children value products that offer characters and stories, bringing imagination into their playtime. This means they benefit from ads that evoke joy and showcase the fun and storytelling of the product.

• Parents tend to value products that they trust and which offer educational benefits to their children. Parent advertising finds success from showcasing children playing with the toy itself,

illustrating the value of the toy to their child.

• Kidults have entirely separate values from these audiences, with their core values being nostalgia and escapism. They also appreciate products that they can collect, with limited-editions being a big purchase-driver. Ultimately, this audience buys products for different reasons than the other two audiences.

So, when marketing products to these audiences, campaigns greatly benefit from a tailored approach that includes specific messaging separated by target audience. Without this approach, brands can run the risk of alienating an audience that they don’t want to leave out of their targeting.

Once a brand has decided that they’d like to target kidults, the next question should be ‘Which channels and formats should we use to reach kidults effectively?’ Children enjoy SVOD/CTV and minigame formats, driving awareness on channels they engage with for entertainment. Kidults value authenticity and passion points, valuing ads that endear themselves as a part of their community. As a result, kidults enjoy advertising that blends in with their fandom, showcasing ads on news and fan entertainment sites which discuss their passion in more depth. This also extends to other emerging social channels such as Reddit and Discord.

Ultimately, the rise of kidults signals more than a passing trend; it represents a structural shift in how toys and games are consumed, marketed and culturally positioned. Kidults are no longer an afterthought audience; in many categories they are a primary growth driver. For retailers and advertisers, this means reassessing assumptions around age segmentation and embracing more nuanced audience strategies. Success lies in understanding intent: when nostalgia, collectability and fandom are the motivation, messaging, placements and partnerships must reflect that. Brands that thoughtfully balance parent-focused trust messaging with kidult-focused storytelling and exclusivity will be best placed to capitalise on this momentum.

Licensing World

The Noble Collection reveals new licensing collaboration with Disney

The Noble Collection has announced a new licensing collaboration with Disney Consumer Products to introduce a range of chess sets, games and game accessories inspired by the classic Disney Animation, Pixar, Marvel and Star Wars franchises.

Designed to transform game night into a shared, story-driven experience, the new collection will bring beloved characters and legendary worlds to the table through classic and contemporary games and accessories.

Rooted in the company’s long-standing expertise as a premier creator of licensed chess sets and display-worthy collectibles, the new games portfolio blends thoughtful design, storytelling and play. Launching holiday 2026 in North America and Europe, the assortment will include chess sets, checkers, mahjong, balance games, dice towers, dice cups and additional game essentials, each crafted with The Noble Collection’s signature attention to detail and premium quality.

A deluxe, collector-focused Star Wars chess set is planned for 2027 to commemorate the 50th anniversary of Star Wars: Episode IV – A New Hope.

“We’re thrilled to collaborate with Disney and honoured to work with such iconic brands,” said Julian Montoya, SVP at The Noble Collection. “Disney’s wonderful storytelling has a unique way of bringing people together, and at The Noble Collection, we believe games do the same.

“Our focus on craftsmanship, detail and storytelling allows us to create games and accessories that celebrate these beloved worlds and characters, transforming game night into an exciting, shared experience for fans, collectors and families alike.”

For more information on these new licensing collaborations, contact The Noble Collection via 020 7580 4442, wholesale.uk@noblecollection.com, gdavies@noblecollection.com or www.wholesale.noblecollection.co.uk

Funko introduces new Pop! Vinyl Bluey range

Available to buy from July in key territories, the new line of Pop! in partnership with BBC Studios will feature fan-favourite Bluey characters from the hit animated series that resonate with families and fans around the world.

Each new Pop! has been carefully crafted to capture the charm and warmth of beloved Bluey characters while featuring the iconic oversized head and intricate detailing that fans have come to know and love about Funko’s Pop! Vinyl range.

“Bluey is an iconic brand with strong global traction that has captured the hearts and imaginations of families and collectors everywhere,” said Andy Oddie, Chief Commercial Officer at Funko. “We’re extremely excited to partner with BBC Studios to bring Bluey into our Pop! portfolio and to offer a new way for Bluey’s broad and dedicated fandom to celebrate their admiration for the series.”

“This new collectibles partnership with Funko highlights how Bluey reaches beyond pre-school and has a multigenerational fandom,” said Suzy Raia, EVP Consumer Products, BBC Studios. “These adorable collectibles are a fun way for fans of all ages to keep and share their favourite characters and moments.”

The new partnership with BBC Studios reinforces Funko’s commitment to delivering and creating innovative products that resonate with global audiences. For more information on Funko’s wider schedule of new launches across Pop!, Bitty Pop!, Mystery Minis and Loungefly, contact:  newtradeenquiries.emea@funko.com.

Paramount and Mattel announce multi-year global licensing partnership for TMNT

Paramount and Mattel have announced a global, multi-year licensing agreement to develop and market a wide range of products for the iconic Teenage Mutant Ninja Turtles brand.

Beginning in 2027, action figures, playsets and accessories, vehicles, games, collectibles, role play and more are set to roll out across retailers. Through the agreement, Mattel will also produce new product lines for the animated movie sequel Teenage Mutant Ninja Turtles: Mutant Mayhem 2 for 2027, and a new untitled Teenage Mutant Ninja Turtles live-action/CG animation hybrid in 2028.

Roberto Stanichi, EVP and Chief Global Brand Officer, Mattel said: “Teenage Mutant Ninja Turtles is one of the most successful entertainment franchises in history, and partnering with Paramount on this iconic property marks a significant moment for Mattel and the brand. The enduring power of the Turtles lies in their ability to evolve with each generation, and we are excited to bring these characters to life in new ways.”

Josh Silverman, President, Global Products & Experiences, Paramount added: “Teenage Mutant Ninja Turtles’ rich history and timeless legacy have created a powerful connection with audiences around the world. Extending the world of Teenage Mutant Ninja Turtles through so many different touchpoints is something we deeply value as we continue expanding the ways people can interact with and celebrate the world of these beloved brothers. We are pleased to embark on this next chapter with Mattel, whose ability to innovate on a global scale positions us to further grow the brand and engage fans across generations.”

Since its creation in 1984 by Kevin Eastman and Peter Laird, Teenage Mutant Ninja Turtles has grown into a global phenomenon, spanning comic books, hit television series, blockbuster films, live experiences, digital games, publishing and a powerhouse consumer products line. Today, Teenage Mutant Ninja Turtles continues to dominate screens and shelves worldwide, generating billions in retail sales and inspiring generations of fans.

This new licensing agreement builds upon the established relationship between Mattel and Paramount Products & Experiences, which spans brands and franchises in Paramount’s vast library.

For more information, contact Paramount on www.paramount.com. To get in touch with Mattel, call 01628

visit www.mattel.com

Wow! Stuff unveils Pokémon Puppetronic

Toy Innovation company Wow! Stuff is set to deliver one of its most significant brand milestones to date with the launch of the Pokémon Puppetronic, bringing the iconic Pikachu to life like never before.

This collaboration marks Wow! Stuff’s debut product development with The Pokémon Company international, uniting Pokémon’s worldwide appeal with Wow! Stuff’s Puppetronics technology.

The new Pikachu Puppetronic is a RealFX model, a moniker designated to Wow! Stuff’s premium quality, fullest featured Puppetronics and introduces Pokémon to the range with over 100 sound and action combinations. Signature design details include a first of its kind animated mouth moving feature, itself several years in development. Additional features include a soft to the touch body and lightning-bolt tail, complemented by smart interactive sensors for a wholly immersive fan experience.

Hitting shelves from March 2026, as the world celebrates 30 years of Pokémon, the Pikachu Puppetronic by RealFX is designed to deliver lifelike realism and authentic storytelling.

Wow! Stuff’s mission is to bring beloved characters to life through imaginative storytelling. Puppetronics blends traditional hand-controlled puppetry with advanced, leading-edge electronics to give fans of all ages a revolutionary new way to play. The result is a wholly user-controlled experience that allows children, Kidults and adult fans to recreate expressive, cinematic character moments with authentic sounds, movements and interactive responses. This is all delivered through intuitive, hand-controlled actions.

With broad appeal for both lifelong fans and a new generation of young Pokémon enthusiasts, the Pikachu Puppetronic demonstrates Wow! Stuff’s commitment to innovation that inspires and engages with beloved entertainment brands like Pokémon.

Huffy extends Walt Disney licence across EMEA

Huffy, part of United Wheels, has extended its Disney licensing agreement across the EMEA region, continuing a relationship that has been in place since 2022. The global relationship between United Wheels and Disney spans nearly three decades, having begun in 1996.

The extended agreement strengthens Huffy’s Disney and Marvel portfolio of bicycles and battery-powered ride-ons, supporting continued growth across toy, bike and multi-channel retail throughout EMEA.

Exciting launches in the upcoming range will be across both bicycles and battery-powered ride-ons, alongside refreshed collections featuring some of Disney’s most recognisable and trusted properties.

“We are extremely proud that Huffy has once again been chosen as a Disney licensee,” said Jon Tilley, Managing Director EMEA. “The licence allows us to deliver proven, high-volume ranges that offer retailers strong brand recognition, dependable supply and attractive margins.”

Contact marketing@unitedwheels.eu or sales@unitedwheels.eu or visit  www.huffy.co.uk for more information.

Panini launches new collections across sport and entertainment

Panini has a packed roster of collectible launches as it approaches the spring, with a strong, broad range of collections set to make a real impact.

On the sports side is the much-anticipated FIFA World Cup 2026 Adrenalyn XL Official Trading Card Collection, kicking off a festival of football. With this summer’s tournament set to be the most colourful by far, the new FIFA World Cup 2026 Adrenalyn XL collection provides ways to get closer to the game.

The 100% official collection boasts 630 cards to collect, featuring the sport’s top talent, Golden Ballers and Limited Edition cards to chase across a wide range of exciting product SKUs. The collection launch will be backed by an innovative digital-first marketing campaign and investment at retail across extensive store listings. Panini will be activating with key partners including a national newspaper, EFL and WSL clubs, Goals football centres and grassroots teams across the UK.

Heading into March, Panini will also launch Ballers England Edition, a brand new and exciting way for England fans and collectors to collect their favourite players. Ballers are the latest, freshest trading cards featuring top England Men and Women footballing stars in interesting art styles. Each trading card features two Ballers, which collectors can pop out to play matches with their friends, invent their own games and collect their favourite players. The collection includes 158 cards, creating a total of 316 Ballers. Each player being represented also comes with a play rating. Alongside this, there is the much-coveted Golden Ballers to hunt down alongside a special England Crest Baller plus 15 Limited Edition cards to find.

Panini also has some strong entertainment launches on the cards with the ever popular, third instalment of Bluey: The Funny Yummy Sticker Collection launching in March, Stitch and Angel Stickers launching in April and Brainrot Cosmic Hallucination Trading Cards already in the market.

Bluey continues to perform well and the licence remains strong. The new sticker collection is inspired by episodes from the beloved series and each album spread combines stickers and interactive activities from cooking omelettes and smoothies to creating magical meals and sharing cultural dishes. With a playful journey through daily meals, manners and imaginative recipes, this album turns food into an adventure for the whole family.

All three launches will benefit from targeted digital marketing campaigns alongside investment at retail across key listings. For more information on the specific collections or for trade enquiries, contact Panini on 01604 877 888 or visit www.panini.co.uk.

Special Feature

Snow much fun in Nuremberg Nuremberg Review

From 27th to 31st January 2026, Spielwarenmesse returned to NürnbergMesse for another very successful and engaging show, full of innovation, positivity and creativity across thousands of stands. Toy World’s Caroline Tonks reflects on the fair and what transpired during the three busy days the team were in attendance.

AAs Nuremberg Toy Fair geared up to start celebrating its 75th anniversary, exhibitors and visitors were greeted with a snowy scene for the first time in a number of years. Despite the blanket of snow across the city, the global toy industry was not deterred. Over the course of the five-day show, 2,313 exhibitors from 68 countries presented a vast array of products, and around 58,900 trade visitors from 121 nations explored new trends, fresh formats and networking opportunities. Even with the ongoing geopolitical challenges, the industry mood was upbeat and 93% of exhibitors – 3% more than last year – rated their participation as successful.

According to the Spielwarenmesse eG team, visitor numbers from the US remained strong, with mainland China and Hong Kong posting major gains thanks to a nonoverlapping Chinese New Year. Growth was also recorded from the UK, Mexico, Turkey and France, while Germany maintained its elevated level from last year.

The Toy World team tagged along from the Tuesday to the Thursday, and had a great time exploring the show, catching up with clients and seeing what 2026 has in-store in terms of product and newness. This was my first time visiting the show, and despite being forewarned about Spielwarenmesse’s vast size, it was truly something else walking through the massive halls.

Although 2025 officially marked the 75th anniversary of Spielwarenmesse, thanks to previous events being put on hold due to the Covid-19 pandemic, it was this year’s show that saw a variety of celebrations across the busy days. A display with interactive elements, located in front of the Entrance Mitte, offered insights into the history of Spielwarenmesse and showcased its key milestones: from rapid international expansion and the move to the exhibition centre, to numerous world premieres of products.

There was a raft of special events that took place throughout the show. Press Day kicked off with the Opening Ceremony featuring the show’s executive board, followed shortly by the ToyPitch, which gave a selection of companies the opportunity to showcase their newest launches to an

international crowd. The second day saw the unveiling of the highly coveted ToyAwards on-stage at the Toy Business forum. The awards’ international jury selected the best new products at the fair – from Baby & Infant to Teenager & Adults and Sustainability.

This year, the international TrendCommittee of Spielwarenmesse identified two key ToyTrends that were seen throughout the show. First, AI Loves (to) Play, where innovative technologies are redefining play and opening entirely new possibilities for play and interaction. And second, Creative Mindfulness, where creative approaches are delivering mindful and conscious play experiences that both inspire and relax.

Despite the London Toy Fair taking place the week before, a significant number of retailers from across the UK attended the fair. Andrew Addley, Operations Director at Toytown, believes the show is always impressive, and this year certainly didn’t disappoint. “Spielwarenmesse is such a unique event, both in the scale of the halls and the amount of walking involved to see everyone,” said Andrew. “It’s invaluable for sourcing new ranges, and we really do need both the German and London shows to meet with all our partners; even then, there’s never quite enough time.” A number of lines caught his eye, including The Traitors Board Game from Tomy, Zuru’s FIFA and WWE Ballers and Playmobil Hi!

Playmobil Hi! was a standout amongst the incredible display of product on offer at Spielwarenmesse. This world premiere sets new standards for free role-play and opens a new category in the toy market, bringing Playmobil sets to life through interactive audio experiences. Mattel is seeing great innovation across Barbie, Mattel Brick Shop and more, while Wow! Stuff has continued to expand on its everpopular Puppetronics range, with brand-new licences that are sure to delight consumers. We also had great fun on the Golden Bear stand, testing out the popular Soccer Launcher and other fun additions to the Strikesphere range. On top of this, MGA Entertainment and PMI had some showstopping product, but we will have to wait a little bit longer to discuss these in all their glory.

The fair also set new standards in networking. On the Tuesday night, the exclusive ToyNight united exhibitors under the motto Welcome to the Future, while the RedNight on Thursday created a lively atmosphere in the exhibition halls. On the Wednesday night, the Toy World team grabbed their boarding passes to attend Learning Resources’ annual evening event at the Neues Museum, where guests enjoyed delicious food and were thoroughly entertained by a talented magician.

Christian Ulrich, Spokesperson of the Executive Board at Spielwarenmesse eG, shared his thoughts on this year’s show: “Spielwarenmesse has once again confirmed its global leading position and underlined its role as the central meeting point for trade, industry and media, where inspiration, innovation and networking come together at the highest level.”

The high level of exhibitor satisfaction from the fair is reflected in the resulting strong figures, with 90% of companies planning to exhibit again in Nuremberg next year. The next Spielwarenmesse is already in the books, set to take place from 2nd - 6th February 2027. Despite having just wrapped up this year’s event, we’re already excited for the next one – see you there!

Talking Shop Toy Fair takeaways

Toy World's Gabriela Jiménez García caught up with a selection of indie retailers to hear their thoughts on the Toy Fair season and discover what caught their attention at the show.

Andrew Addley - SMF Toytown, Northern Ireland

LLondon Toy Fair is always one of my favourite shows to start the year with. We spend so much time in the run-up to Christmas looking at numbers, stressing over sales and hoping we’ve made the right calls that when the London fair comes around, it’s genuinely refreshing.  It’s a great opportunity to see most of our suppliers and to bring back the human element of the business. It’s good to see people face-to-face and to step away from the desk and the emails for a bit. The show is always a key event in our dairy and a fantastic showcase for everything the UK toy industry has to offer.

I really liked the Jelly Cakes range from Character Options; it’s a great twist on the current slime/compound trend. If anyone hasn’t tried it yet, they should. It’s amazing how the product binds together, and the added surprise element of the toy ring hidden inside makes it stand out. Another highlight for me was Basic Fun! and its Care Bears range. It continues to hit the Kidult niche very well for us, and I’m impressed with the company’s upcoming lines. Ty also stood out, especially with its new Sesame Street and Sonic the Hedgehog ranges.

We placed several orders during the show; one of the key ones was with Left Field Group for its Clutching at Straws line, which was a viral hit for us last year, and with the excellent FSDU displays, it has become a must-have in our stores. I’m pleased to hear it’s now coming back into stock. We also ordered the KPop Demon Hunter bag clips from DKB. It’s a highly soughtafter licence at the moment, and we’re hopeful it will live up to the hype.

During the show, we met several new suppliers who really impressed us. A few ranges felt like a perfect fit and would strengthen our existing portfolio in all the right areas. There were some genuinely exciting products with strong potential that we will review in detail over the next couple of weeks. I’m optimistic that at least a couple of these products could turn into great new partnerships for us. I will also say that we have reconnected with some suppliers whom we have dealt with previously.

We did see a few ranges that we’ll be introducing shortly; Click Distribution has Grow a Garden and 99 Nights in the Forest, and I think both have strong potential for us, especially with the Roblox connection. We’ll also be ranging Funko’s Golden KPop Demon Hunters, and we’re expanding further into Gunpla with Bandai.

January has been a very strong month for us, with sales coming in much higher than expected, which is great to see. What’s been particularly encouraging is that the growth has come from a broad mix of products this time, not just the usual drivers like Lego and Pokémon. That said, the January Lego launch has been outstanding for us and deserves a special mention.  We’re also seeing continued momentum from the growing Kidult category, which remains a key area of carry for us. In addition, Plush has performed very well across the board, contributing significantly to our overall January uplift – a really positive start to the year.

Talking Shop

Jane Hastings - Toys Toys Toys, Liverpool

Designs at the Toymaster May Show, and they really do provide us with great support. I find it the easiest distributor to work with and, although we’ve built a great relationship over the phone, it was great to finally meet in person.

The company’s stand also looked fabulous; some of the lines that stood out to me included the KPop Demon Hunters Gui Gui from Moose Toys, as I’ve sold thousands of the original and will be interested to see how the licensed lines perform. Hasbro’s Play-Doh Kawaii Mix&Play range also looked brilliant, along with the brand-new KPop Demon Hunters Monopoly. I like how Wind Designs has a bit of everything; its diverse portfolio makes it stand out to me.

range look amazing. After seeing how well FurReal’s Maggie the Feed & Follow Cow did last year, I’m looking forward to seeing how consumers will react to the new additions. Basic Fun!’s Hello Kitty Care Bears collaboration also stood out, we’ve placed some orders for that too. We’ve also chosen a selection of new product from Halilit – we like the company’s Glo Pals Light Up characters and sensory play jars, which are both brilliant and have proven popular for us.

In addition, I came across several new suppliers that I’ve never worked with before which I’ve started partnering with, including Canal Toys. The company has some very interesting products appealing to a teenage audience, such as the Studio Creator range. Left Field Group is another company we’d like to start working with; it carries a lovely range of scented plush called Baba Orchard, which smells divine. Scented plush has been performing very well for us, including Golden Bear’s Foodibles line, so I think this will be a nice range to add to our portfolio.

TThere was plenty to see at this year’s London Toy Fair, we had a really good experience overall. I finally got to meet some of the distributors and suppliers we work so closely with year-round and who I hadn’t yet met face-to-face, including Wind Designs’ Managing Director Phil Jones, with whom we began working last year. I first came across Wind

Other Toy Fair highlights included seeing Crazy Aaron’s founder, Aaron Muderick, at the show, who has promised that he will be coming to do an appearance on our TikTok Live at some point this year. I was also very impressed by the new Clickeez range by Vivid Goliath. We launched the first series of Clickeez on our TikTok, and it has been an incredibly popular product for us, so I can’t wait to see how the next upcoming launches will perform – we’ll be sure to launch them on our TikTok shop. Jelly Blox has also been huge for us, and it was nice to see the new additions to that collection.

I thought Just Play’s FurReal range also looked great, and the new animals that are being incorporated into the

Andrew Staff - Forbidden Planet, Brighton

Overall, I thought this year’s London Toy Fair was strong and well attended, with a good mix of established brands and emerging suppliers. It felt more commercially focused than in some previous years, with a clear emphasis on proven ranges alongside innovation. There was a positive energy across the halls, which reflected improving confidence in this part of the retail sector.

Some of the ranges that stood out were within the growing blind box and small-format collectible space, particularly licensed mini figures and capsulestyle collectibles tied to popular anime, gaming and entertainment properties. We also saw some strong new developments in giftable pop culture products, such as themed plush and novelty accessories that sit at accessible price points and work well as impulse purchases. It was encouraging to see both established brands and newer suppliers continuing to innovate within collectibles and

YYou never know what you're going to find at Toy Fair; you're always hoping to find that one little gem that will make your eyes widen with excitement – I got that sensation with a couple of products and suppliers, including at Bandai, Left Field Toys and Coiledspring Games this year.

A few products stood out, such as Blokees on the Left Field Toys stand and some of the anime ranges from Bandai, but some of the more traditional ranges also caught my eye. I placed orders with various suppliers during the show: with Asmodee due to the show deals which the company had on-site, and with Marvin's Magic. I placed more when I got back home, once I’d had more time to look through and reflect on the ranges I saw. I came across a few new suppliers that I’d potentially like to work with; companies including Left Field Toys and McHugs appealed to me, and some of the games companies I visited had great potential; Coiledspring Games had a new game called Hummingbird, which

I’m already looking at uploading new stock for Q4. I’ve started placing orders for ranges that are coming out in the last quarter, as well as anything available now, as last year we didn’t get everything we wanted to, so it’s good to start prepping for the busy festive period as early as possible to ensure we have the right quantities. I’ve also got some stock ready for summer, including bikes from Huffy, which should go down well during the season.

licensed merchandise, which remain key growth areas for the sector.

We met with several new suppliers offering innovative collectible concepts and anime-inspired products which align well with our customer base. A few stood out for their strong design quality and attractive retail price points. We’re currently in discussions with some of these suppliers to explore potential partnerships.

There were several smaller collectible ranges and novelty gift items that we’re aiming to bring into stores in the near term. These are particularly well-suited to impulse purchases and seasonal footfall around Easter and the summer holidays. We’re also looking at some new licensed products tied to upcoming media releases later in the year. It’s been a strong start to 2026, with our presence at the London Toy Fair helping us expand our network and build momentum from our 2025 growth.

looked interesting, and a small games company called Gen42, which owns the well-known game Hive, has a new game called Tatsu, which looks really strategic and would sit well with my current offering. It consists of a Backgammon-style game with a sort of rock/paper/ scissor element to it.

Other ranges I would like to incorporate into my current offering include products from Left Field Toys, I think the Transformers Blokees will be a huge hit. The company’s products fit really well with what we currently stock. Besides that, I’ve topped up on existing product lines, including RC and drone ranges from Marvin's Magic (Marvin’s Distribution), kids’ games from University Games and crafts and construction toys from KidAntics – these all sold really well over Christmas.

We remained quite busy in the immediate aftermath of Christmas, and that took a while to slow down. Late January and February are always quieter periods, but this give me the chance to get everything in order for the year ahead.

Krishna Yadlapalli - Booghe Toys, Birmingham

TThis year’s London Toy Fair felt particularly positive and energising. There was a real sense of momentum across the industry, with strong attendance and a renewed focus on innovation, play value and experiential retail. It was encouraging to see both established brands and newer players investing in creativity and storytelling.

Interactive plush and toys continue to be a major growth area. A standout for me was the innovation within the FurReal range on Just Play’s stand. There’s a new play pattern that adds strong repeat play value and extends the life cycle of the toy well beyond the initial unboxing. I think this will make the product a big hit with retailers and customers alike.

K-pop-inspired toys and dolls were visible across multiple suppliers, reinforcing this as an ongoing trend rather than a short-term spike, especially following the success of the K-Pop Demon Hunters movie on Netflix. The opportunity here will be selective ranging rather than oversaturation.

Asmodee Games also looked particularly strong this year, with a confident and well-structured portfolio that continues to lead the board game category. With Pokémon celebrating its 30th anniversary, we expect to see significant new listings and continued momentum across collectibles and gaming, making it a major focus area for us going forward.

Care Bears is also showing continued momentum with the introduction of new licences. Releases such as Harry Potter Care Bears and Caring Cuties Blind Bags appeal strongly to both collectors and gift buyers. In addition, Bandai stood out for the sheer scale and coherence of its portfolio, spanning a wide variety of excellent licences, while Funko was consistently strong across the board, with some exciting new releases.

We placed several orders across core categories, including Board Games, Collectibles, Plush and family-friendly tabletop titles. Our focus was on products that work well both in a traditional retail environment and within our experiential stores, where customers can discover, play and engage before purchasing.

We met several new suppliers whose ranges align well with our ethos of play, discovery and community. We are particularly keen on partners offering innovative plush, collectibles and play-led products that complement our existing portfolio and enhance in-store experiences.

The new Sylvanian Families Biscuit Bear Family and Citrus Bird Family feel especially well-suited to spring. Their softer colour palettes and nature-led themes align beautifully with Easter storytelling, and Sylvanian Families continues to perform as a dependable evergreen brand with strong gifting appeal.

Pembe plush also caught my attention as a fun, collectible and giftable plush range. We are also looking closely at soft toys tied to key and trending licences linked to upcoming movie and series releases, including One Piece and other anime-inspired ranges, Minions, Pokémon (30-year anniversary), Sonic, Mario and similar popculture driven lines.

Additionally, the Inkee range by Craze stood out with bath bombs with a collectible toy inside, featuring popular licences such as SpongeBob, Hello Kitty and Paw Patrol, all at competitive price points.

For summer, the expanded Banbo football action figure range from Xplore feels perfectly timed around major football events. With players such as Messi and Ronaldo included, it’s a strong commercial proposition.

We were incredibly honoured to be recognised at this year’s Toy Industry Awards. Winning the Outstanding Achievement Award reflects the passion and hard work of our entire team and validates our commitment to creating meaningful, joyful play experiences through experiential retail.

Post-Christmas sales have been encouraging. While January is traditionally quieter, strong engagement driven by events, collectibles and community-led play has helped maintain momentum. Our experiential approach continues to support footfall beyond peak trading periods.

Stephen Barnes and Mark Buschhaus

Toy Barnhaus

Love is in the toy aisles

AAs we write this, we are six weeks into 2026, and it really has been a very busy start to the year. One of the best things about the toy industry is that after the manic Christmas season in stores, there is just a short break in early January before Toy Fair season starts. This gives you a good view of what is to come over the next few months, and lots to look forward to.

Sales so far this year have been very encouraging, with good growth in all our stores. There is no sign of the Pokémon juggernaut slowing down, with the latest releases over the last month selling out within hours across our stores. The new Lego releases have also continued to sell extremely well, and we saw strong sales on Lego Botanicals in advance of Valentine’s Day. If you would have said five years ago that our stores would be a popular destination for Valentine’s gifts, we would have thought you were mad.

Linking in from that, the Zuru My Mini Baby Sweet Hearts have also proven to be popular for Valentine’s. Indeed, the whole My Mini Baby range has been hot, with the Disney version also selling well. The Fill the Fridge collectibles, also from Zuru, are another winner for us. Pocket money toys continue to show strong growth with the whole Kawaii theme, including Squishy Bao Buns and other squishy food lines. In addition, the new Fugglers from Zuru are still flying out.

We found Toy Fair was a productive show for us. There was certainly lots of great product, and everyone we spoke to seemed to be in a positive frame of mind. One of our favourite stands was Spin Master, with a great new addition to its Hatchimals range. Kandy Toys had some exciting Wow! Stuff lines, with the Pikachu Puppetronic being a standout for us. It also had some fantastic new pocket money lines, and some exciting extensions to the Baby Three range. The Funko stand was very impressive, with so many options for toy shops to choose from – and the goody bag was most welcome too. We saw lots of KPop Demon Hunters products starting to come through, which is great news as the demand is definitely there. We liked the One Piece figures from Bandai, and its whole line-up of collectible ranges looks strong for this year.

After Toy Fair, we also went to Spring Fair, which is still an important show for us. One day there is enough, but we saw several key suppliers, and it seemed very busy too. Whitehouse had some great new pocket money and collectible lines that looked very on trend. Its 3D range is really popular, and there were some exciting new additions. Kandy Toys also unveiled its new Zuru range for autumn/winter, and we came away very impressed.

After our review of the toy fairs, it is a bit of a tradition for us to review the food that we have had during the shows and previews, and it must be said that it did help to keep us going while we saw lots of great products. As ever, Character Options put on a wonderful lunch at Toy Fair, with the sausage rolls a particular highlight. Lego provided us with some excellent sandwiches and the spread at Mattel was very nice, although we left a little more than usual, as Mark was not there this time!

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.

European toy market ends 2025 in growth

Rory Partis examines the trends across the European toy market, comparing the similarities and differences with sales in the UK.

2025 was a strong year for the UK toy market, with the licensing, collectibles, kidults and trading cards some of the key reasons that we ended up with a full year trend of +6% in value. But how did the other European countries fare and were the trends around Europe similar? The short answer to this is yes - every other European toy market which Circana covers saw value growth in 2025. The collective growth across Europe was +6%, in line with the UK trend.

The top performing country was the Netherlands with +15%, while the lowest was Germany with +3%. The country which gained most in terms of value was France, which was €316m larger than in 2024. Let’s have a look around Europe and identify where the growth came from and see if we can identify similarities and differences to the UK.

75% of all the EU7 toy sales come from the UK, France and Germany, with the remaining 25% from Italy, Spain, Netherlands and Belgium.

The UK remains the largest country, worth just over €5 billion in 2025, while Belgium was the smallest at just under €600m. In a year where all of these countries grew in value there were inevitably some consistencies, with key big trends being seen across all territories. Games & Puzzles, driven by Pokemon and trading cards, grew double digits across all European countries, while Building Sets saw a similar trend, posting growth ahead of the total market in evert country.

Action Figures grew in every country except for France where it was flat, while Vehicles grew in all countries except for France and Belgium where the trend was flat in both. In the other direction, we saw a decline for Dolls across all European countries, with the steepest decline in Spain with a trend of -14%.

If we look at the top gaining subclasses across Europe, it

is no surprise to see Standard Building Sets and Strategic Trading Cards as the top 2 performers. Card Games came in at number 3 and Adult Games at number 4, growing at +14% and +36% respectively. Although Card Games continued to grow in the UK, most of the European increase came from France and Germany - around two thirds of all growth came from these two countries combined. France is the clear

Rory Partis Director UK Toys, EuroToys Circana

number 1 market, making up 37% of all Card Games sales in Europe and adding around €24m in 2025. Interestingly, the growth came from some lines that are not seen at such high levels in other countries; games such as Skyjo, Speed Bac and Crack saw big growth trends, with 81% of sales being in France. With Card Games growing in the UK, although not at the level of France, can we learn anything from these trends? There is a similar trend in Adult Games, but this time focused in Germany, which accounts for 40% of all sales in Europe, the territory also represents over half the growth, with Hitster being the standout item. Music could be a big trend in 2026, particularly with a bit of added nostalgia, so could we see more of this growth in the UK this year?

Licensing is another consistent trend across Europe, with

growth ahead of the overall toy market in every country. On average, licensing growth is around twice as fast across Europe, with the Netherlands once again leading the way with a +26% trend for licensed toys. The UK has the highest share of licensed toys at 38%, while the Netherlands has the lowest at 29% (although this is the fastest growing country - it was at 26% in 2024). The strong trends in heavily licensed categories such as Building Sets and Action Figures is a key factor in these numbers, although we have seen licensing growing value across numerous categories in 2025. In fact, licensing drove growth in 62 out of 103 categories across Europe last year, including categories that would not traditionally be considered as heavily licensed. We saw licensed sales growing strongly in categories like Pre-School Games, Reusable Compounds, Infant Plush and Craft Kits. A good example of this is Lilo & Stitch, which grew across all countries in Craft Kits, and performing particularly well in France, where it added over €6m. Bluey also enjoyed good growth in 2025, especially in Pre-School Games, with almost all growth coming from the UK. Another growth area from the UK was Infant Plush, where licensing grew the category, primarily driven by the Ms. Rachel licence, which is almost exclusively concentrated in the UK.

2025 was a standout year for toys, with growth across all European countries where Circana has POS data. We can see that growth was concentrated in certain areas, and it came from a selection of major players. Interestingly, we can see the same trends across almost all European countries, not something we are used to in the European toy market. Each country still has local differences and highlights, but with some key similarities. Will this continue in 2026, or will a big trend emerge in one or two countries?

Licence Progression:

The Stranger Things licence saw significant growth in December, with £3.5m in sales in December 2025 vs. £350k in December 2024. The final season of the hit show aired across December in the UK, which helped sales across several categories. The key area for Stranger Things is Action Figures, which made up nearly 60% of all sales in 2025. The Stranger Things Funko Pop! was the #1 item in the Action Figures supercategory in December, posting around £1.6m in sales for that month. The licence has seen growth in other categories such as Plush, Family Games and Adult Puzzles.

Fastest Growing Themes

The fastest growing theme in the UK toy market in 2025 was Manga/ Anime, which grew by +57%, accounting for almost 6% of all toys sales. The standout property within this area was Pokemon, which was also the top property in the total toy market, with £121m in value sales for 2025, representing an increase of +45% versus 2024. There were several other strong performers within this space, with Beyblade, One Piece, Dragon Ball Z and Power Rangers taking up the other top spots and all growing.

Pro Sports was the third best performing area in 2025, adding £35m in value over the year and growing by +42%. There has been growth across a range of sport related properties in 2025, with Formula 1 leading the way followed by World Soccer and WWE. With Formula 1 performing so well, we also saw several car licences in the top rankings, with Ferrari, McLaren and Williams Racing all growing versus 2024. With the World Cup in 2026, we will surely see footballbased products being popular, while World Soccer should enjoy strong growth.

Dinosaurs were the sixth best performing theme in 2025, with the Jurassic World Rebirth movie helping to drive sales after its June release in the UK. Action Figures is the key category for dinosaurs, making up almost 30% of all sales, with a trend of +120% in 2025. There was strong growth across several other categories, with Building Sets, Robotic Playmates and Scientific Toys some of the top performers. Another theme which had good year in 2025 was Dragons, which was also helped by a strong summer movie release - the live action How to Train your Dragon movie.

London Toy Fair sets the pace

Toy Fair returned once more to Olympia, London from 20th-22nd January, providing a three-day platform for suppliers, distributors, buyers and service providers to network, attend product presentations and get their hands on the biggest and best toy and game launches of the year. Toy World looks back on another successful show.

TThe 72nd annual Toy Fair returned to Olympia with great acclaim, bringing together more than 250 exhibiting companies and thousands of visitors from the UK and global toy markets. Across the three busy show days, manufacturers, distributors, retailers, buyers, media, influencers and the wider industry gathered to make new connections and strengthen current partnerships. There was also a plethora of new product launches, with new trends coming to the forefront across wearable toys and accessories, food plush toys and more. Licensed and Kidult toys featured heavily as well, and there were plenty of new collectible and blind box ranges on show.

Day one, aka Press Day, kicked off with a briefing given by Kerri Atherton, Head of Public Affairs at the BTHA, Circana’s Executive Director UK Toys, Melissa Symonds, and Retail PR’s Founder & Managing Director, Courtney Rogers. From there, Gavin Inskip hosted the Top 30 Hero Toys Ceremony. The unveiling of the 2025 Hero Toys and ribbon cutting ceremony was held outside the Press Office, and this year’s most coveted toys were selected by an independent panel of retailers. The Hero Toys appeal to all ages and are suitable for a range of interests, covering construction toys, games & puzzles, collectibles, arts &

crafts and more. Highlights included the Lego Botanicals Tulip Bouquet, Just Play’s Emotional Support Pals Highland Cows and Ravensburger’s Vase 3D Puzzle.

Out on the floor, there was an overarching feeling of excitement and optimism for 2026 as the show got underway. Every aisle was alive from the moment the doors opened, as exhibitors and visitors brought together creativity, newness and play. This energy carried on throughout the day (and the entirety of the show), leaving everyone feeling hopeful and positive for what’s to come in the year ahead.

The character parade was back this year, with the likes of Peppa Pig and family, Sonic the Hedgehog, Shrek, Gabby’s Dollhouse and Pikachu walking through the iconic hot pink aisles, delighting visitors and stopping for photo opportunities. There was also FKA Brands’ MotorDayz Stig making his way around the halls, as silent and stoic in likeness as the original Top Gear cast member.

The Best Stand Awards were crowned in the middle of press day. Toy World’s Chloe Thomas-Evans went around with the BTHA’s Director of Fairs and Events, Majen Immink, as she delivered the awards to each winning stand. The first to be awarded was The Noble Collection for effective use of space. The Noble Collection stand was

inspired by the company’s real-life store in Covent Garden, with wooden shelving containing a range of licensed products. Therese Eyre Watson, People & Operations Director at The Noble Collection, said: “We wanted to keep different licences separate but still show the full range that we offer. We have everything from Bendyfigs, which are very small, to much larger prop replicas.”

The BTHA’s award for best use of a shell scheme was awarded to first-time exhibitor Ralbru for its distinctive train-inspired stand, which contained four seats around a table, with a train window background and complimentary bus ticket business cards. The last award was presented to another first-time exhibitor, Jo & Nic’s Crinkly Cloth Books, for the best design and use of space in the Gold Zone. The stand featured retro-style theming, with a classic red post box and old-style newspaper designs behind a shop counter. Many thanks to the BTHA for inviting Toy World along once again; we always love to celebrate the achievements of others and would like to offer our congratulations to the three winners.

The 61st Toy Industry Awards, meanwhile, took place on the evening of the opening day. Smyths took home Toy Retailer of the Year, while Asmodee claimed Toy Supplier of the Year and Toy of the Year with Pokémon Trading

Cards. Alongside these, there was a large number of accolades awarded across the industry. Colin Houlihan, Chairman of the BTHA, said: “As we begin 2026, it is a real pleasure to celebrate the outstanding achievements of our retail partners over the past year. On behalf of the BTHA, I would like to offer my warmest congratulations to all the winners of this year’s Toy Retailer Awards. Each has demonstrated exceptional creativity and innovation, delivering outstanding retail experiences for customers while building strong and collaborative relationships with suppliers.”

The second day of London Toy Fair began once again with the Circana Breakfast Briefing, where it was revealed that the UK toy industry returned to growth in 2025 – its first growth year since the Covid-driven surge of toy sales in 2020. Figures reveal toy sales were up 6% year-on-year, contributing to a sector now worth £3.9b. This marks a significant turnaround for the UK toy sector after several challenging years. Toy sales increased every month of 2025 compared to 2024, showing steady recovery, and six out of eleven major toy supercategories recorded growth in 2025.

Other special events and activities on the day included Asmodee and Funko’s popular drinks receptions, which were both very well attended. White City House hosted The Entertainer’s special evening event, where attendees brought their permission slips for a night of networking and fun, while a successful evening event was hosted by The Fence Club near Olympia.

The final day of Toy Fair 2026 saw a mix of inventors, design students and influencers making their way around the halls, bringing the show to a strong close. The return of the Inventors Lunch provided a valuable networking opportunity for those working across toy and game design. Toy Fair also reintroduced the Design Student Seminar for the first time since the pandemic, inspiring the next generation of designers to consider a career in the toy industry. The seminar featured a panel of respected industry figures across invention and in-house design, who provided students with insight into what makes a successful inventor, what the toy industry looks for in a designer and shared their passion for the industry through stories from their careers.

In addition, on the morning of the last day, Generation Media held its third annual meeting titled Capturing the Kidult – The Effectiveness Advantage. During this presentation, the independent media specialist presented its top tips for marketing to Kidults, looked at how fandoms

impact and fuel this key demographic and held a panel discussion with members of Spin Master, Asmodee, Giraffe Insights and Circana to get their thoughts on not only Kidults, but the industry as a whole.

At the end of the show, the BTHA reported that the 2026 Toy Trust Media Auction raised a total of £65,600. The 2026 auction saw airtime, print and digital media slots donated by leading children’s media channels resulting in £100,000+ of media space to bid for. This year’s auction boasted items from Diversity Media, Sky Media, SuperAwesome, Red Media Sales, Moonbug, Hoopla, Precisify, WildBrain, BBC Studios, Frame, Net Mums, Mumsnet and toy trade media, including Toy World.

Toy Fair 2026 culminated in a trolley dash which saw exhibitors generously donate more than 6,000 brandnew toys, games and other playthings to the children’s charity Kids in Mind, which supports children who have experienced severe trauma in their young lives. In its second year as the show’s official charity partner, Kids in Mind brought in more than 60 volunteers who sped up and down the aisles at the end of the show collecting a wide range of products, which have now been sorted and will

be shared directly with vulnerable children for whom the items will provide a moment of much needed relief and joy.

Reflecting on the entirety of this year’s show, Majen Immink commented: “It’s always great to welcome the industry back to Toy Fair, with three days full of exciting product launches, strong retail engagement and real momentum across the industry. The quality of innovation on display and the level of engagement from exhibitors, retailers, buyers, media and the wider industry reinforce Toy Fair’s position as a vital and invaluable meeting place for the UK toy industry. A huge thank you to all our exhibitors, visitors and contractors for their efforts and contributions which helped make Toy Fair another great show.”

A big thank you to the BTHA and Retail PR for making Toy World feel so welcome and valued at this year’s show once again, and to all those clients who found time in their busy schedules to meet with one of the team.

The toy industry is one that is always looking ahead. As such, applications for Toy Fair 2027 will open in March for next year’s event, which will take place from 19th-21st January.

The winners of the 61st Toy Industry Awards

Retailers and suppliers from across the industry gathered at the Hilton London Olympia on 20th January to discover who had received this year’s esteemed accolades from the 2025 Toy Industry Awards.

On the first evening of London Toy Fair 2026, which took place at Olympia London from 20th-22nd January, the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) presented the 61st Toy Industry Awards – a night that celebrates the retailers who have gone the extra mile and demonstrated exceptional creativity and innovation, and the suppliers who are recognised not only for their product, but also the teams that make them a success.

Smyths and Asmodee triumphed at this year’s Toy Industry Awards, winning Toy Retailer of the Year and Toy Supplier of the Year respectively. Pokémon Trading Cards, also distributed by Asmodee, won the accolade of Toy of the Year for 2025.

In addition, the BTHA presented Judges’ Special Recognition Awards to The Entertainer, for the continued supplier collaboration and expansion of its go-to-market strategies over the past 12 months, and to My Small World in Bath for its unique and innovative independently run toy shop.

Colin Houlihan, Chairman of the BTHA, said: “In what remains a challenging retail environment, these winners have truly gone the extra mile, setting an impressive benchmark for the industry through their commitment, resilience and passion. The judges were hugely impressed by the calibre of entries received, which is a testament to the talent and dedication shown by all of our finalists. I would also like to recognise our runners-up, whose entries showcased excellence across every category.”

The full line-up of winners can be found below:

Toy and Supplier of the Year Winners

Action Toy of the Year - WWE Elite Figure, Mattel

Plush Toy of the Year - Fart Face Fugglers, Zuru Doll of the Year - Monster High Reel Drama, Mattel

Creative Toy of the Year - Gui Gui Shimmer Deluxe Pack, Moose Toys

Construction Toy of the Year - Speed Champions F1 Cars, The Lego Group

Pre-school Toy of the Year - Peppa Pig Interactive Oinks & Snuggles Baby Evie Doll, Hasbro

Collectible Toy of the Year - 5 Surprise My Minibaby, Zuru

Vehicle of the Year - Hot Wheels F1 Five-Pack, Mattel

Game of the Year - The Traitors Official Board Game, Vivid Goliath

Interactive Toy of the Year - Disney Stitch Ultimate Stitch Interactive Feature Plush, Just Play Toy of the Year - Pokémon Trading Cards, Asmodee

Toy Supplier of the Year - Asmodee

Toy Retailer of the Year Winners

Independent Toy Retailer of the Year (single store) - Banba Toymaster

Independent Multi-Store Toy Retailer of the Year (multi-store) - SMF/Toytown

Toy Department - Fenwick

Multiple Toy Retailer of the Year - Smyths

Partnership Award - Selfridges

Online Excellence Award - The Very Group

Outstanding Achievement Award - Booghe Toys

Judges' Special Recognition Award - The Entertainer

Judges' Special Recognition Award - My Small World, Bath

Overall Toy Retailer of the Year - Smyths

CATALOGUE

Feature Outdoor Toys

A breath of fresh air

As summer 2026 approaches, Outdoor Toys is brimming with new toys to encourage families to get active and explore the outdoors. Gabriela Jiménez García speaks with leading suppliers in the category to find out all about new developments and challenges facing the category this year, and how they’re addressing them to ensure a successful trading period.

LLast year, the UK experienced its hottest summer to date, with June 2025 being the warmest ever and July sitting closely behind as the fifth warmest, as confirmed by the Met Office. The consistently good weather prompted British families to spend more time outside, making the most of beaches and green spaces, which in turn had a positive impact on outdoor toy sales. Several leading suppliers in the category have confirmed that summer 2025 was a good year for the category, resulting in minimal carry-over from retailers. One For Fun’s Chief Executive, David Mordecai, tells us that the company had a great summer and has only received positive comments from retailers. “A good, sunny summer always feeds sales of outdoor toys, and we found our main successes to be our Bumper Summer Fun Box, our classic Unicorn Dreamland Scooter and our Nebulus Blue scooter, which all offered fantastic price points,” he tells Toy World. Likewise, Reydon Sports’ Marketing Manager, Andy Griffin, affirms that the Outdoor Toys market proved resilient for the company last year, particularly during its peak spring and summer trading. “While the season is always heavily weather-dependent, retailers who planned sensibly and focused on core outdoor play categories generally came out in a healthy position, without excessive overhang,” he says. “For Reydon, success came from our bread-and-butter outdoor play lines, which include footballs and garden games from brands such as Nerf and PrecisionPlay, where demand remained consistent. Our ability to offer reliable stock, strong price points and recognised play patterns helped retailers trade confidently throughout the season.”

Micro Scooters’ Managing Director, Ben Gibson, suggests that last year separated the brands that sell toys from those that build categories. “Retailers who relied on discounting, short-term novelty and SKU sprawl had a choppy season. Yet those who backed clear, trusted categories with a strong reason to exist performed far better. Parents did not stop spending, but they became far

more deliberate,” he elaborates.

Starting the year on a clean slate and with little carry-over means retailers are ready to refresh their outdoor toys offerings with new stock that will satisfy all kinds of consumer needs – from families looking for inexpensive pick-up lines to entertain themselves on a sunny day out, to parents seeking high-quality ride-ons that will encourage their children to spend more time outside. MV Sports’ Managing Director, Dave Poulter, states that growth opportunities continue to sit within products that promote active outdoor play while offering strong value for money, particularly through expanding existing ranges with innovative new products. “Active play remains a dominant trend, with strong demand for products that encourage movement, balance and coordination, particularly as families look for toys that keep children engaged outdoors for longer,” he says.

MV Sports has expanded its portfolio with new rideons and outdoor games designed to get families moving. One of the company’s most recent developments is its updated Kickmaster range, which arrives just in time for this year’s highly anticipated World Cup. The revamped premium garden goal range features a new look and upgraded specification, with 42mm and 67mm frame options available across sizes from 6ft to 12ft.

MGA Entertainment’s Marketing Director, Pamela Justice, highlights that water play and ride-ons remain strong entry points within the category, both offering reliability and long-term appeal to parents and gift-givers. Several manufacturers have upgraded their water play portfolios with innovative new toys that truly deliver a ‘wow’ factor, keeping the category fresh. According to Circana data, Zuru’s XShot was the No.1 property in Water Blasters for 2025. One of this year’s hero lines for the brand is the XShot Water Fast-Fill Retro Water Blaster, which taps directly into the ongoing desire for classic and nostalgic styling, while delivering modern-day soaking power. The highly popular Bunch O Balloons brand has also been updated with the recent launch of the Reusable Animal

Water Balloons. Designed to be reused over 10,000 times, they offer a sustainable alternative to traditional water balloons, while adding collectability through a range of fun animal designs.

Reydon Sports’ new electric water guns, launched under its Evo-X brand, are another exciting development within the water play sector and are already proving popular. Launching this quarter, but with its first shipment already sold out, the Evo-X Water collection of electric water guns is designed to elevate traditional water play into a more engaging experience. With automatic firing, light-up features and ergonomic designs, these products offer instant action and longer-lasting water play, putting the range in a solid position to become a standout category performer for Reydon this summer.

John Adams is also expanding its portfolio with fun new water games designed to keep families active and cool this spring/summer. Joining its broad collection of outdoor toys is the brand-new Tree Sprinkler, which shoots water from its nose, tree branches and top in multiple directions. There is also a Spinning Tortoise Sprinkler that includes fast wiggle tubes that spray out water for added fun. Both sprinklers connect easily with a universal hose attachment for long-lasting play sessions in the garden.

Hy Pro’s Commercial Manager, Vinny Laciofano, points out that electric scooters continue to be an area of growth, particularly for younger riders eager to experience a sense of speed and independence. “What continues to inspire us is seeing how innovation still resonates with families. Even in uncertain times, customers are looking for products that will deliver fun, excitement and meaningful value,” he explains. “Our Zinc Model Z electric scooter has quickly become a favourite, and we’re proud of the role it plays in filling a clear gap in the market. Parents told us they wanted something that delivered the thrill of speed but felt safe, controlled and easy to learn, and Model Z was designed with exactly that in mind.”

always active

Feature Outdoor Toys

Also tapping into the demand for innovative ride-ons is One For Fun, which has unveiled a brand-new scooter range merging the traditional features of a standard scooter with the timeless fun of bubble play. Featuring three wheels for added stability and either a dinosaur or unicorn theme, the Bubble Scooter aims to spark imaginations while building confidence. What makes this ride-on stand out against regular scooters is its built-in bubble machine attached to the back, which adds an extra layer of excitement, creating a trail of bubbles wherever little riders go.

One For Fun’s David Mordecai tells Toy World that the company is constantly monitoring social media platforms to gauge the latest trends driving the category forward. He states that inexpensive lines are a popular option, as families are not always looking to make big purchases when it comes to outdoor products. “Outdoor toys can be an impulse buy for families, so we focus on items that can be packaged to utilise the least space for retailers, are attractively packaged to capture attention and are offered at a value price.” The company emphasises the Summer Fun Box as one of its most exciting launches, particularly suitable for parties and family days out. The range features a 12-piece set that includes a flying glider, flying disc, sticky target game, classic kite and more, providing great value while delivering hours of fun.

Besides seeking quick pick-up lines, consumer demand within the category continues to focus on products that offer practicality and durability, with parents seeking versatile toys that will grow with their children and could potentially be passed on. Micro Scooters relies on a strong portfolio of products that offer adaptable features, providing consumers with a trustworthy option that will last for years to come. “For us, success last year came from products that justify their place in family life,” explains Ben Gibson. “Mini and Maxi Micro scooters continue to perform because parents

understand they are about learning, not just play. Early years products – such as the Mini Micro 3in1 and the Rock and Go – have performed well because they address the ‘what next?’ problem by growing with the child. Meanwhile, our two-wheeled and bike ranges benefited from being seen as everyday movement tools, not just outdoor toys.”

MGA’s Pamela Justice observes that one of the most effective ways to inject freshness into the Outdoor Toys category is through collaborations with leading licensors. “Partnering with the hottest brands can refresh classic items and attract new customers; Little Tikes’ recent collaboration with Bluey built on proven product formats and successfully brought an entire new audience to the brand and its Outdoor range,” she details. Pamela adds that the Bluey Grannies Car Coupe has been a particular highlight from the range for both retailers and customers. Licensed products continue to be popular additions across the category, with numerous other suppliers due to release new licensed ranges around much-anticipated movies and TV shows this year. MV Sports is launching a comprehensive range of licensed ride-ons led by Toy Story and Dora. Coming just in time for Toy Story 5 this June is the Toy Story collection, which covers every stage of early riding; from a 2-in-1 training bike that converts from balance to pedal mode, through to deluxe tri scooters and folding inline scooters

with light-up wheels. HTI’s range of inflatables has also expanded with new licensed lines featuring Frozen, which builds excitement for the movie releasing in cinemas in November 2027.

Similarly, United Wheels’ Huffy brand is being updated with new licensed wheeled toys, including the Disney Minnie Bakery Cart and the Disney Mickey Mouse F1 Car, bringing imaginative and racing-inspired play to preschool children. The licensed bike range has also been refreshed with new Disney Frozen, Minnie Mouse, Stitch and Marvel Spider-Man designs.

For children who enjoy role playing outdoors, new playhouses and mud kitchens are also entering the category this year. Simba Smoby is introducing new additions to its highly successful Smoby Life range, including the Smoby Life Mud Cooking House and the Smoby Life Garden Workshop. Both ranges are designed to encourage creativity and messy play as children have fun exploring the outdoors. Likewise, MV Sports has also launched the new Potting Mud Kitchen to inspire handson outdoor play.

When talking to suppliers about the most significant challenges facing the category this year, most feedback pointed to weather unpredictability and cost pressures as common concerns. MV Sports’ Dave Poulter tells Toy World: “The category continues to face challenges around cost pressures and forecasting in a highly weatherdependent market, particularly when planning for the first major trading window of the outdoor season.” He explains that the company is mitigating this concern by adopting tighter range planning, as well as improving demand forecasting and increasing supply chain flexibility, which, in turn, enables it to react quickly to changes in demand and protect availability. “We are also focusing on clearer ‘good-better-best’ tiering and more space-efficient ranges, helping retailers manage risk while still offering a strong choice and price architecture to consumers,” he adds.

Reydon Sports’ Andy Griffin notes that the company is also conscious of weather unpredictability, cost pressures and cautious consumer spending as common challenges. “We’re mitigating these by focusing on flexible, core outdoor products rather than short-lifecycle trends, along with offering ranges that work across multiple seasons,” he says. “We are also experts at maintaining strong stock availability to support in-season demand.”

Over the next few pages of editorial, Toy World looks at a wide range of products from suppliers in the outdoor toys category set to hit shelves over the coming months. All we need now is for the weather to be as magnificent as last year…

Outdoor Toys MGA Entertainment

07488 335 251 | www.mgae.com

Little Tikes’ iconic Cozy Coupe has been a mainstay of play for over four decades, creating cherished memories for generations of little drivers. First released in 1979, this beloved ride-on has become a symbol of fun, adventure and endless imaginative play. The Cozy Coupe range offers a selection of durable ride-ons, including the classic Cozy Coupe, the Princess Cozy Coupe and the Cozy Coupe Dino, which brings a Jurassic twist to play. 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 ride-on 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. Suitable for ages 1-5.

The Little Tikes Gas 'n’ Go Mower includes a realistic throttle and a role play fuel can for endless outdoor fun, suitable for children aged 18 months and over. The Little Tikes Gas 'n’ Go Mower is designed to look just like the real thing with a big key that clicks and colourful beads that pop as it moves, making fun and stimulating engine sounds.

The Little Tikes Fountain Factory Water Table is a family favourite for outdoor fun. This multi-functional water table comes with a boat, water cup, funnel, three fountains, interchangeable plumbing pipes and a water pump that powers the fountain. Each element encourages STEM play through engineering principles, all while providing hours of outdoor enjoyment. The Little Tikes Fountain Factory Water Table is suitable for children aged 2+ years.

A playground favourite, the Little Tikes Turtle Sandbox provides yearround fun, whether used as a sandpit or ball pit, and features a turtle shell lid for easy storage. Suitable for children aged 1-6 years.

One For Fun

One for Fun’s HGL and Tobar brands, renowned for their outdoor ranges, are bouncing into spring/summer with a vibrant collection of classic and contemporary outdoor toys designed to get kids moving and having fun.

Leading the way is the much-loved Hopper collection, where nostalgia meets modern play. Under the Tobar Classics range, buyers can rediscover a true vintage favourite with the Retro Space Hopper. This iconic 1970s design is the original orange hopper that everyone knows and loves. Just as fun today as it was then, the 60cm hopper includes a foot pump and is suitable for children aged six and over.

Adding a modern twist is the Flashing Space Hopper. This junior-sized 60cm translucent hopper features light-up LED balls inside. As it bounces, motion activates the LEDs, creating a dazzling display of flashing lights — perfect for kids who love to see and be seen.

Highlights from HGL include the colourful Inflated Rainbow Balls. These 12cm neon soft-play sports balls are available in both football and basketball designs. Made from a soft yet durable material, they are lightweight, easy to grip and suitable for both indoor and outdoor play, providing hours of active fun.

Younger children will love the Bubble Scooter, available in either a magical unicorn or a roaring dinosaur design. With three wheels for added stability, this fun and safe scooter sparks imagination while building confidence. A bubble machine attached to the back adds an extra layer of excitement, creating a trail of bubbles wherever little riders go.

For families looking to pack maximum fun into one box, the Fantastic Summer Fun Box is ideal. Designed to deliver endless entertainment. This 12-piece set includes a flying glider, flying disc, sticky target game, classic kite and more. Perfect for garden play, beach trips or even indoor fun, it’s a greatvalue gift item designed to create unforgettable family moments.

The ever-popular HGL Foam Gliders return in two bright colours and two sizes. Lightweight, durable and easy to assemble, the large glider is ideal for parks and beaches, while the standard size makes a perfect pocket money purchase.

For energetic play without running around, the Light-Up Hula Skipper is guaranteed to wear kids out in one spot. This one-person skipping game features a flashing ball: consumers can simply attach the hoop to one ankle, swing it around and hop over the glowing globe with the other foot.

When it’s time to slow things down, Playground Chalk encourages outdoor creativity. This set of 12 vibrant chalks is perfect for budding artists to draw, design and play outdoors.

Many more outdoor products are available to view on the One For Fun website.

Outdoor Toys HTI

07467 913 722 | www.htigroup.co.uk

Bubblz focuses on great value, introducing bubble bundles that create larger value packs, align with market trends and add further retail value. Continued innovation and investment in tooling have enabled the development of brandled, price-sensitive products with a clear point of difference from competitors. HTI creates bespoke, unique products within this space. The portfolio includes well-known brands such as Paw Patrol, Bluey, Gabby’s Dollhouse, Spidey and His Amazing Friends, and Stitch. Products range from bubble mazes, bubble machines and bubble wands through to fully tooled, character-specific bubble blowers and blasters.

A parent favourite within the range is the non-spill bubble bucket, designed to reduce mess and minimise stress after playtime. This practical item keeps play going for hours without the worry of sticky bubble solution spilling onto cushions and carpets.

Included in the bubble bundle is the popular Bubble Flurry. Designed with younger children in mind, this playtime favourite helps strengthen hand-eye coordination and visual tracking, supports the development of social skills through play and adds extra fun to warm summer days.

In the broader outdoor play category, HTI offers an extensive range with clearly defined subcategories and proven top sellers. Best sellers include sand and water tables, which inspire imaginative play through splashand-play water accessories, available across popular brands including Disney Princess, Stitch, Paw Patrol, and Peppa Pig. HTI’s range of inflatables has also expanded significantly over the last 12 months. All key formats are covered, with value packs offering enhanced retail value and even more fun for kids of all ages. Each value pack includes a boat, beach ball, armbands and swim ring – ideal for summer holidays – and is available across popular brands including Disney Princess, Spidey & His Amazing Friends, Stitch, and Paw Patrol. The wider inflatable range includes armbands, swim rings, 3-ring pools, boats and beach balls.

At HTI, bundles play a key role in delivering great value across the range. The Frozen inflatable bundle builds excitement ahead of the upcoming 2027 film and offers excellent value for parents looking to make the most of summer holiday activities. The Frozen range is further supported by Disneyland Paris’ Adventure World, which continues to bolster both established and upcoming projects such as Frozen 3.

As the days grow lighter in the UK and outdoor play comes back into focus, LunaGlo offers an accessible way for families to extend the fun into the evening. Blending practical outside lighting like garden stakes, portable lanterns and ‘gnome’-style lamps with officially licensed and character-driven designs, the collection brings much-loved brands into outdoor spaces. With retail pricing designed to span a wide range of price points, the LunaGlo collection is an engaging addition for toy shops and gift buyers alike.

While Mickey Mouse and Winnie the Pooh have been selected as pioneer characters (the latter celebrating its 100-year anniversary in 2026), the growing Kidult market is also important to the range. This market grew by 10% in 2025, according to The British Toy & Hobby Association and Circana. With this in mind, the range has been expanded to include darker, more stylised licences such as The Nightmare Before Christmas, offering adult fans a playful way to personalise their outdoor décor. The collection will also feature other popular licences, including Harry Potter and Stitch. Charging during the day and then shining at night, solar power has been chosen for both sustainability and practicality.

Paladone will also offer dedicated FSDU options for the products, including freestanding units, end-cap solutions and a bespoke lantern-shaped FSDU designed to maximise impact on the shop floor. As POS merchandising continues to evolve, bespoke displays are increasingly viewed as the gold-standard alternative to traditional shelf space. Proven to increase sell-through thanks to eye-catching graphics and the curated product selection, having this option available is an effective way to maximise in-store performance.

The release of this range also coincides with a new showroom opening in the Shoreham HQ this month. The expanded showroom has been designed to bring collections to life, giving partners and visitors the opportunity to experience products in a more immersive, inspiring environment.

Outdoor Toys Micro Scooters

01206 381 334 | www.micro-scooters.co.uk tradeorders@micro-scooters.co.uk

Micro Scooters believes that outdoor play should feel effortless, confident and genuinely rewarding. The company’s balance bike range, led by the ultralightweight Micro Balance Bike Lite, is designed to do exactly that. These bikes are engineered for real movement and made to help young riders build balance, coordination and confidence on the surfaces where childhood actually happens: pavements, playgrounds, garden paths and park adventures. Each balance bike is designed to thrive outdoors. With a magnesium frame weighing just 2.6kg, the Balance Bike Lite is one of the lightest in its class. This makes it easier for children aged roughly 2 to 5 years to manage the bike while learning to steer, glide and balance. The low frame, adjustable saddle and adjustable handlebar ensure a proper fit as riders grow, extending the bike’s usable life and keeping it relevant for outdoor play over multiple seasons.

Durability is a priority; the bikes feature 11-inch puncture-proof EVA wheels, so families are not stopped by flats or fragile tyres when out and about. Swiss-designed precision engineering gives the Balance Bike Lite a smooth ride across different surfaces, from tarmac paths to gardens, while maintaining control and stability.

Balance bikes remove barriers to outdoor play from the start. With no pedals or stabilisers to manage, children can focus on balance and steering. These are the core skills that make the transition to pedal bikes easier and faster. Wide handlebars and carefully considered geometry maximise stability and help children build confidence quickly, encouraging them to ride repeatedly.

Micro bikes are also designed with repairability and longevity in mind. Individual parts can be replaced when needed, extending the life of the product and reducing waste – a practical advantage for outdoor toys that see heavy, everyday use.

The Micro Balance Bike Lite is available in multiple colourways, including Blue, Pink and Green. The SKU range covers rider weights up to 30kg and is available to order now. This positions the range well for spring and summer outdoor demand. Retailers benefit from a 28-day no-quibble return policy and a standard two-year warranty to support consumer confidence.

Parents are no longer buying outdoor toys based on colour and slogans alone – they want clarity, performance and reassurance. The Micro balance bike range delivers on all three by combining lightweight design, adjustability and genuine outdoor durability in a product that is easy to recommend and easy for children to ride.

These bikes build real skills, not just smiles. Balance, coordination, fine motor control and independence all develop naturally through use. This is why the range does more than sell, as it becomes part of daily routines, first adventures and movement journeys that last well beyond the toddler years.

Trends UK

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

Children aged three years and over can get outdoors and explore the world on wheels with Trends UK’s super-fun Keyriders range. Endless outdoor active play is also guaranteed year-round with the renowned Stomp Rocket brand.

The award-winning Stomp Rocket collection includes multiple fun kits. The brand is underpinned by more than 30 years of experience, and it is the original, 100% kid-powered stomp rocket brand. A key line is the Jr. Glow Rocket, which comes with four foam rockets that can soar up to 100 feet. These rockets glow in the dark, so families can play both day and night. The adjustable launch stand allows kids to play while experimenting with gravity and force.

Trends UK also boasts the Super High Performance, 3 X-Treme Rocket Launcher that comes with three rockets. Firing rockets up to 120 metres is possible with this pack – that’s longer than a football field. If kids want their rockets to fly further still, there’s the Duelling Rockets, 4 Rockets kit. Friends and families can compete to see who can launch their rocket the highest. For an extra fun challenge, there’s the Stomp Rocket Space NASA Collection that comes with three Spacecraft rockets. Kids can run, jump, stomp and blast off into space, igniting their cosmic curiosity and stomping to launch three iconic NASA spacecraft into the air.

The Keyriders Tri Water Blaster Scooter is a super-fun, threewheeled scooter with dual water tank and four powerful water jets that launch water up to five metres. It comes with a soft moulded easygrip handle, anti-slip footplate and rear footbrake. Like all Keyriders scooters, it’s extendible and foldable, meaning it’ll grow with the child and can be stored away neatly.

Outdoor Toys

MV Sports

01217 488 000 | www.mvsports.com | info@mvsports.com | sales@mvsports.com

With outdoor play continuing to be a priority for families, spring/summer 2026 brings a new generation of licensed wheeled, sports and garden toys designed to capture attention and drive sell-through. This season combines new licences with trusted evergreen favourites, giving retailers a strong mix of fresh newness and proven performers across scooters, bikes, garden games, imaginative play, and travel-friendly categories.

One of the biggest new areas for 2026 is the introduction of licensed car accessories across multiple licences, with Peppa Pig, Paw Patrol and Winnie the Pooh available domestically. The domestic range includes hanging car organisers, roller blind sunshades, seatbelt covers, travel pillows, windscreen covers and air fresheners, all designed to make journeys easier, cleaner and more fun. Wipe-clean materials, universal fit straps and practical storage pockets for snacks, toys and gadgets make these products ideal for days out, holidays and everyday travel.

This year also marks the arrival of new licensed wheeled ranges, led by Toy Story and Dora, both launching fresh this season. The Toy Story collection covers every stage of early riding, from a 2-in-1 training bike that converts from balance to pedal mode, through to deluxe tri scooters and folding inline scooters with light-up wheels. Puncture-proof EVA tyres, durable steel frames, anti-slip decks and adjustable handlebar heights make these products ideal for outdoor use, while bold character graphics and shaped plaques deliver standout shelf appeal.

The new Dora range brings colourful, adventure-led energy to first bikes and scooters. From a 2-in-1 training bike and deluxe tri scooters through to a first bike complete with removable stabilisers and a character backpack, the range is built for outdoor exploration. Deep tread tyres, enclosed chainguards, front and rear brakes and adjustable sizing ensure children can ride confidently and safely as their skills grow. A matching Dora play tent with a water-resistant coating adds imaginative garden play into the mix.

Outdoor sports remain a key driver for the season, with excitement building around this summer’s World Cup and Kickmaster continuing to evolve in 2026 through new and innovative products designed to elevate garden football and drive category growth. The refreshed premium garden goal range features a new look and upgraded specification, with 42mm and 67mm frame options available across sizes from 6ft to 12ft. Lightweight yet robust, each goal uses a simple lock-in assembly system with 5 ply polyester nets, net clips and ground pegs for quick setup and lasting outdoor performance.

For families looking for something more premium and design-led, the growing Hedstrom wooden range offers a natural alternative to plastic play. The new Potting Mud Kitchen inspires hands-on outdoor fun with a fillable sink, rotating knobs, chalkboard, metal accessories and plant pots, while additional wooden kitchens and activity pieces give retailers a strong sustainability and lifestyle angle.

Alongside this wave of newness, evergreen favourites including Peppa Pig, Paw Patrol, Bluey, Spiderman, Barbie and much more continue to deliver consistent demand across wheeled, ride-ons, tents and accessories. With fresh launches including Toy Story, Dora and SpongeBob joining these proven performers, the spring/summer 2026 range offers retailers a compelling balance of innovation, brand power and products designed to thrive outdoors.

Simba Smoby

01620 674 778 | sales@simbasmoby.com

The best-selling Smoby Life range guarantees endless outdoor fun, delivering big on quality, durability and style, while also offering a greener choice.

Following its introduction last year, Smoby Life has become the second largest Property in the Playground Equipment subclass on Circana (Full Year 2025), with the Nature Playhouse + Kitchen ranking as the number one playhouse in the subclass, on an item level. Families can look forward to new playhouses and activity lines launching this year. For those who loved the hugely successful Mud Kitchen, the Smoby Life Mud Cooking House will be unmissable. This playhouse will offer kids more creative space to get messy and explore nature. Children will have all they need to create yummy mud pies, make leafy soups and rustle up some stick stew. With enough room for two to enjoy, it comes with 16 functional accessories, including removable work trays and a water tank. Made from 50% recycled plastic, it gives families a greener choice while also delivering on quality, durability and style.

Families with a Smoby Life playhouse will be able to add to the fun this year with the brand-new Smoby Life Garden Workshop. This workshop is a delightful add-on that’s compatible with existing playhouses. It comes with 39 accessories, allowing children to decide whether they want to do garden work or DIY. The accessories let kids build two vehicles at the same time –perfect practice for refining fine motor skills.

The new Smoby Life Mailbox accessory is universal and will satisfy everyone – it can be fixed to the door, at the window, or anywhere else, thanks to screws. A super-cute function is the ornamental butterfly that can be raised to let playhouse residents know that a letter has been delivered. The Mailbox accessory comes with a postal card, an envelope, a birthday card and a package.

Outdoor Toys

www.zurutoys.com | sales@zuru.com

United Wheels

01525 664 041 | www.huffy.co.uk | marketing@unitedwheels.eu

Huffy is expanding its outdoor portfolio with a refreshed range that builds on the success of its existing collections. The latest launches extend the popular Vintage Bike range with new vintage-inspired trikes and scooters, offering consumers more choice across wheeled play categories.

Designed with classic silhouettes, heritage colour palettes and retro-style detailing, the new additions deliver strong nostalgic appeal while incorporating modern safety features and rider comfort. The expanded vintage range allows retailers to create a cohesive, lifestyleled retro offering across bikes, trikes and scooters.

Licensed products continue to be a core focus for Huffy. New introductions include the Disney Minnie Bakery Cart and the Disney Mickey Mouse F1 Car, bringing imaginative and racing-inspired play to younger children. The licensed bike range has also been refreshed with new Disney Frozen, Minnie Mouse, Stitch and Marvel Spider-Man designs.

Available in 12”, 14” and 16” wheel sizes, the updated licensed bikes are designed to support key early-rider age groups, with bold character graphics ensuring strong shelf presence and gifting appeal.

The expanded UK range reinforces Huffy’s commitment to heritage-inspired design, innovation and world-class licences, offering retailers a versatile and compelling outdoor assortment for the season ahead.

For more information on stocking the Huffy range in the UK or EU, contact the marketing team via the details above.

Zuru is turning up the excitement this season with its vibrant outdoor toys range, designed to inspire active play, imagination and unforgettable backyard adventures. Known for combining innovation and quality at affordable prices. Zuru's outdoor portfolio delivers high-energy entertainment for families with kids of all ages.

Boasting seven out of 10 bestselling items in the Water Blasters category for 2025, XShot was the No.1 property in Water Blasters for the year (Circana UK retail tracker, value sales, YTD Dec 2025). One of this year’s hero lines is the XShot Water Fast-Fill Retro Water Blaster, which taps directly into the ongoing appetite for nostalgic styling while delivering modern-day soaking power. Featuring eighties throwback-inspired colours and shapes, the Retro blaster stands out on shelf while benefiting from XShot’s signature Fast-Fill technology, allowing users to refill in just one second by simply dunking, filling and sealing. With a powerful blasting range of up to 33 feet (10 metres) and a 750ml tank, the Retro blaster is lightweight, durable and set to become a consistent performer across the summer months.

For proven performance at an accessible price point, the XShot Water Turbo Stream Motor Soaker delivers standout value. This compact motorised water blaster offers a continuous stream of water at the push of a button, with no pumping required. Featuring Fast-Fill technology, a 23-foot (7 metre) range, rechargeable battery and eye-catching LED barrel, the Turbo Stream combines tech-driven play with strong shelf appeal.

Licensed product also plays a key role in Zuru’s outdoor strategy, with SpongeBob SquarePants bringing instant recognition and cross-generational appeal. The XShot Water SpongeBob Hyperload Water Blaster combines iconic character styling with Fast-Fill technology, a 33-foot range and a 500ml tank. For younger fans, the SpongeBob Jr Fast-Fill Water Blaster offers a lightweight, easy-to-handle design with a 30-foot range and quick-refill functionality, ensuring even first-time players can join in the fun.

A decade on from introducing its category-defining water balloon innovation, Bunch O Balloons, Zuru continues to build on the success of the original self-sealing water balloon that has transformed outdoor water play. The toy uses patented technology to fill and tie up to 100 water balloons in just 60 seconds, with users simply attaching the stem to a hose to fill the Bunch O Balloons with no hand-tying required.

One of the latest additions to the portfolio is the Bunch O Balloons Reusable Animal Water Balloons. Using advanced Magna Seal technology, these eco-friendly balloons simply submerge in water, seal magnetically and are ready to throw. Designed to be reused 10,000+ times, they offer a sustainable alternative to traditional water balloons while adding collectability through a range of fun animal designs. Easy to use, durable and mess-free, they’re perfectly suited to outdoor parties, family gardens and repeat summer play.

Supported by strong marketing, trusted licences and a reputation for innovation, Zuru’s outdoor range is built to perform with a collection of products designed for durability, ease of use and maximum play value.

© Disney/Pixar

© Disney

© 2025 ABD/Hasbro.

Outdoor Toys

Golden Bear

John Adams Leisure

01480 414 361 | sales@johnadams.co.uk

John Adams Leisure continues to expand its successful outdoor toys range, with new additions designed to get kids and families moving, laughing and playing together.

Joining the outdoor lineup is the new Tree Sprinkler, which shoots water from its nose, tree branches and top in multiple directions. There is also a Spinning Tortoise Sprinkler that includes fast wiggle tubes that spray out water for even more fun. Both sprinklers connect easily with a universal hose attachment, for families to enjoy this spring and summer. Both sprinklers are suitable for ages three and over.

After a great reaction at Toy Fair, Impossiball is set to become an outdoor and indoor play essential for 2026. The ball with a mind of its own is back to turn every bounce, throw, kick or roll into an unpredictable surprise. The unique, wobbly behaviour of the ball transforms any space into a game, encouraging kids to react, chase, catch and even invent new challenges as they play. Impossiball is all about fun over perfection, making it a standout choice for families looking for simple and entertaining outdoor play.

For more information about the range, contact the John Adams sales team at the details above.

01952 608 308 | www.goldenbeartoys.com | customerservices@goldenbeartoys.co.uk

Building on the success of its award-winning Soccer Bot, Strikesphere is kicking off 2026 with game-changing new launches set to elevate young players’ skills to the next level.

Speed Ball is a smart football that turns every kick into a challenge, providing a next-generation training tool that empowers players to unleash their shooting speed while building accuracy and confidence on the pitch. With built-in pressure sensors and an integrated LCD screen, Speed Ball measures a player’s strike power and displays their score in real time with instant kick-speed feedback. Speed Ball transforms training into play, keeping young players active, motivated and coming back for more. There’s no app or setup – players can simply press the button and watch their score climb.

Made from a real hand-stitched size 4 football, the Strikesphere Speed Ball combines authentic feel with cutting-edge technology. With ideal gift appeal and an accessible price point, this ball is fun, unique and engaging beyond a standard football.

Back with a bang for its second year is the powerhouse Soccer Launcher, a one-of-a-kind training tool that takes football to a whole new level. Using smart technology to launch accurate, consistent balls, this game-changing piece of kit allows players to perfect their striking technique like the pros. With no other ‘off-the-shelf’ product available on the market, this product is all about boosting volley technique and ball control skills like never before.

The Soccer Launcher puts players firmly in control over their training session with two dynamic launch modes: train solo with ease using the hands-free clap-activated mode or prepare for launch with the 5-second countdown. The quick setup system makes ball loading and angle adjustment effortless, while its lightweight, splash-proof design with built-in carry handle means players can train anywhere, anytime. With six adjustable firing angles and compatibility with size 3, 4 and 5 footballs, players can recreate countless game scenarios – from practising first-time volleys and ball control skills to perfecting ‘worldie’ shots that make the highlight reels.

All products will be backed with fully integrated PR support and carefully tailored marketing plans designed to maximise visibility, drive consumer excitement and ensure successful ongoing presence in the market. From media outreach and influencer partnerships to strategic digital campaigns and top-class content, Strikesphere has created a winning formula when it comes to tech-powered sports products for kids.

NOT JUST A SCOOTER A REASON TO RIDE

The

Outdoor Toys

Reydon Sports

0115 938 6444

As spring/summer 2026 approaches, toy retailers are preparing once again for a season defined by outdoor family fun, along with hopefully improved weather. Reydon Sports’ Evo-X Water range is new for this year, perfectly positioned to capitalise on demand, delivering high-impact, electric water play products that combine innovation, accessibility, and strong commercial appeal.

Designed to resonate with the family demographic and backed by comprehensive product testing, the Evo-X Water is set to become a standout category performer for Reydon this summer.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

As soon as the weather warms up, Vivid Goliath bounces into a full suite of marketing campaigns to support two bestselling innovations that continue to redefine outdoor play. Phlat Ball delivers the exciting twist on classic catch, transforming from a flat disc into a ball mid-air, adding an element of surprise and skill to every throw. Wubble mesmerises with its one-of-a-kind design – soft and squishy like a bubble, yet impressively durable and bouncy like a ball. Both top-selling, enduring toys encourage active, open-ended play, making them ideal for outdoor adventures.

The Giant Spirograph is perfect for the outdoors. Consumers simply snap together the giant wheel, choose a gear and start drawing to create incredible 18”/46cm spiral designs. Children can also use the included markers and giant paper to make amazing artwork indoors, or head outside and draw huge spirals on the ground with the outdoor chalk. The easy-grip chalk holder keeps chalk protected and little hands clean while they create. Spirograph has inspired artists for over 60 years, and consumers can now take their creativity to a whole new scale with Giant Spirograph.

Launching in Q1, but with its first shipment already sold out, the Evo-X Water collection features a range of electric water guns that elevate traditional water play into a more engaging and lively experience. With automatic firing, light-up features and ergonomic designs, these products remove the physical limitations of manual water toys and replace them with instant action and longer-lasting fun.

Electric water blasters remain one of the fastest-growing segments in seasonal toys. Evo-X products deliver the power, reliability and design consumers expect from modern play, creating instant shelf appeal both in-store and online. With warmer weather patterns continuing across the UK and Europe, water play is becoming a longer-lasting seasonal category. Evo-X Water taps directly into the desire to stay cool, active and entertained outdoors.

Reydon is helping retailers with full support on marketing assets, eCommerce support, clear product positioning and strong price points. This hands-on approach ensures Evo-X Water doesn’t just arrive on shelves, it will move quickly and maximise the return on space and stock investment.

For retailers looking to strengthen their spring/summer 2026 offering, the Evo-X Water Gun range will deliver both excitement for consumers and confidence for retailers.

Outdoor Toys

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

It’s a big year for football with the FIFA World Cup, and demand for the sport will be at an all-time high – including within the outdoor toy aisle, where Stay Active KickerBall remains top of the league for football fanatics.

Character Options’ hugely popular KickerBall has special panels that channel air in ways a standard football can’t. Made with revolutionary aerodynamic materials, football freestylers can learn to swerve, bend and curve this ball with ease. Kids can learn three epic trick shots with KickerBall – kick the side of the ball from the left to swerve right or kick the side of the ball from the right to curve it to the left. Players can also strike the centre using the right kicking power to bend it.

sales@eolohk.com | www.eolo.com

With Wicked Always Active, Eolo presents a clear and structured outdoor play ecosystem built around three complementary pillars: Bounce, Active and Air. Each pillar reflects a distinct way children move, play and engage outdoors. Together, they create a coherent, intuitive and commercially powerful range designed for today’s retail realities.

One year ago, Eolo acquired Wicked with a clear commitment to respect its origins while unlocking its full potential. Wicked was founded by David Strang, a true pioneer of outdoor play whose vision shaped one of the most authentic ranges in the category.

Wicked Air is the heart and origin of the Wicked brand. Boomerangs, flying discs, gliders and aerial toys are where Wicked was born. The brand launches products designed around flight, balance, return and precision, where performance creates emotion and success builds confidence.

These are toys that reward skill without punishing beginners. Stable flight paths, durable materials and intuitive handling ensure early wins, while progression keeps players engaged over time. Kites were also Eolo’s very first launch nearly 50 years ago. Bringing Wicked Air and Eolo’s kite heritage together was a natural step. Today, Wicked’s Air pillar integrates a strengthened kite portfolio that blends legacy and innovation. The range features fast set-up systems, durable constructions and contemporary designs that resonate with modern families while preserving the magic of flight.

Bounce is the fastest hook in outdoor play. Players can throw it, hit it and watch it return. Wicked Bounce is built on immediacy, with no instructions, no rules and no barriers. Designed to perform across multiple surfaces and environments, these products are naturally outdoor-proof, compact, durable and ready for parks, playgrounds, beaches, or backyards. For consumers, Bounce delivers energy and fun without friction, while offering retailers instant understanding, strong impulse appeal and high repeat play value.

Wicked Active transforms movement into play that feels social, competitive and engaging, running, aiming, jumping and reacting without ever feeling like exercise. Bold designs and easy-to-handle formats invite group play, confidence and shared experiences.

From a market standpoint, Wicked Active sits at the intersection of sport, play and outdoor fun – a space with strong longevity, wide age appeal and clear perceived value. Through strong brand consistency, unified design language and structured category pillars, Wicked Always Active brings clarity and impact to the aisle.

The range is built to work as a complete ecosystem, with scalable display solutions that guide consumers intuitively through Bounce, Active and Air. The result is a bold, cohesive instore presence that elevates the category, simplifies choice and drives conversion.

With upcoming spring and autumn 2026 launches, expanded Wicked Air heritage, Eolo’s 49 years of outdoor expertise and a renewed focus on retail impact, Wicked stands stronger than ever.

Outdoor Toys

Hy-Pro

01582 670 100 | www.zincsports.com

Hy Pro’s Zinc brand prides itself on creating scooters that feel fresh, engaging and genuinely exciting to ride. Rather than pulling back, the company aims to push forward, listening, learning and evolving with customers.

Zinc regularly conducts focus groups with children to better understand how they play and what sparks their imagination. One thing that has become abundantly clear is that kids love lights and sound. These elements bring scooters to life and turn everyday rides into memorable experiences. This insight directly influenced the development of Zinc’s LED scooter range, which has been incredibly wellreceived. The response has been energising, and the growth trajectory of this range gives the company real confidence that it’s building products kids truly love.

One of the products in Zinc’s innovative LED scooter range is the Zinc Brillz Light Up Big Wheeled Folding Scooter – a premium big wheel scooter designed for kids aged 6 and up. With large wheels, dazzling LED lights with 20 light functions at the click of a button and a lightweight design, this big-wheeled scooter delivers an incredibly smooth, illuminated ride that older kids and teens will love.

Another standout item is the Zinc Moonwheel scooter, which features smooth, grippy wheels, a rugged steel frame, a responsive foot brake and an anti-slip deck for confident riding. With comfy handlebar grips and an adventure-ready design, kids can scoot right into action. Meanwhile, the Zinc Lightshow scooter is built for non-stop fun, featuring smooth, grippy wheels, a rugged steel frame, a responsive foot brake and an anti-slip deck for confident riding. This scooter also features 20 light functions that activate with the click of a button.

Also available is the Zinc Rainbow Scooter, which features 20-mode LED deck lights and battery-free light-up wheels to ensure every ride shines bright. Its lean-to-steer design and rear brake provide control and stability. The scooter is easy to store and features a removable stem. The adjustable handlebar offers three height options (65cm, 73cm, 81cm), making the Zinc Rainbow perfect for children as they grow.

Electric scooters continue to be an area of growth, particularly for younger riders eager to experience a sense of speed and independence. The Zinc Model Z electric scooter has quickly become a favourite, delivering the thrill of speed while providing safety and control. Featuring an intelligent motor system, Model Z responds smoothly to the rider, helping children build confidence at their own pace. It offers the excitement kids crave, while giving parents peace of mind.

Zinc is entering the future with energy, determination and optimism. The brand aims to continue innovating harder and creating products that bring joy, movement and excitement to the next generation of riders.

Dolu is a family-run business marking over half a century of designing, developing and manufacturing toys and nursery items in Istanbul, Turkey, where goods are supplied to 85 countries worldwide.

New for 2026, Dolu has launched its new logo and branding for its comprehensive range, refreshing packaging and the look and feel of products. At this year’s London Toy Fair, the company presented numerous new items, alongside unveiling a new collection of toys in a refreshed colour palette, with a new matte finish. Spielwarenmesse was also hugely successful for Dolu, and the company got to meet and greet customers old and new from all corners of the world.

Due to the way that Dolu’s supply chain operates, holding many items in stock in its factory, with short lead times, and frequent door-to-door shipping options, the company can react to buyers' demands seen in the market, where it welcomes repeat orders throughout the season, which can often be delivered in as little as 21 days from the order.

For 2026, Dolu is launching various new ranges, and some improvements are being made to existing items. Dolu has added some FSDU product options and has added new pick-up lines to its range for in-store proposals, such as sand and water toy sets, gardening accessories, shape sorter toys, garden game balls and scoop sets, car and truck sets. Additionally, Dolu has added bundles of its smaller items within the range to suit the online retailers that cannot list low-ticket items, providing options to suit every business.

As a supplier, Dolu offers flexibility. All the company’s product ranges are made within the same factory, meaning all orders can be combined within one shipment, with no MOQs per line. The company confirms that numerous customers buy across the ranges, where orders may contain licensed products mixed with own-brand Dolu toys, and even the Dolu Nuve baby range, which features over 70 different nursery items.

Outdoor Toys

Spirit of Air

01633 246 788 | www.spiritofair.co.uk | sales@spiritofair.co.uk

Celebrating 30 years in business, Spirit of Air, a family-run company based in South Wales, operates out of its own warehouse to design and manufacture the largest range of own brand kites, windsocks, banners, windspinners and many more colourful outdoor decorations and festival products available in the UK. In addition to these fun outdoor products, the company also manufactures a range of indoor/outdoor play tents. With more than 800 products available, customers are never short of choice.

For 2026, Spirit of Air has expanded its already extensive range of Windsocks with, amongst other things, a Daffodil windsock and has added a whole new range to its festival products with its Exotic Pendant Banners kits. These vibrant, colourful additions are sure to be popular. In fact, all of the products featured in the company’s portfolio are bright, colourful, easy to use and easy to assemble. Whether the product is its smallest pocket money mini kites or its large Classical Dragon kite with almost 2m wingspan, each product is designed to be put together and be in use in just a few minutes. Spirit of Air’s kites are designed to fly straight from the packaging with minimal assembly.

durable and light carbon fibre as used in the larger stunt kite products. Many of the kite sails, the fabric part of the kite, are produced from ripstop polyester fabric and utilise the very latest digital print technology, whilst others are appliquéd with ripstop nylon fabric, ensuring the bright, vibrant graphics give an excellent show in the sky. Spirit of Air’s range of Kids Kingdom play tents and tunnels are made from digitally printed polyester fabric with UV protective coated roof panels and can be safely used to provide partial shade outdoors.

Spirit of Air has been designing, manufacturing and flying kites for thirty years. In the beginning, the company’s Managing Director, Dave Maddocks, would cut out and sew each kite himself on an old sewing machine on his kitchen table. These days, it’s a little different; he doesn’t sew kites anymore, but he is involved in the development of each new product. Every in-house designed product has a story, and all their stories start here in the UK. Spirit of Air’s range provides the means to have a fun day at the beach or an afternoon in the park with products that children of all ages can enjoy.

Spirit of Air features products suitable for children from 3+, with adult supervision, of course, all the way up to sports kites and power kites that can give a good workout when flown. For more information, contact the company via the details above.

Outdoor play remains one of the toy industry’s most dependable and consistently performing categories, supported by universal appeal, active lifestyles and strong year-round demand. Within this space, John Leisure continues to reinforce its position as a leading specialist in play balls and football products. With a heritage spanning a century, the company has built its reputation on delivering products that combine exceptional durability, reliable performance and broad consumer appeal. Quality remains a defining pillar of the business, with designs engineered to withstand high-frequency outdoor use while maintaining strong visual impact at retail.

Play balls continue to represent a core strength, supported by a portfolio that blends innovation with proven category drivers. Alongside this, John Leisure has established itself as one of the market leaders in size footballs – a segment experiencing significant and sustained growth. Demand across multiple sizes continues to accelerate, reflecting the category’s enduring popularity and strong retail velocity.

A key differentiator for the business lies in its ability to deliver this level of quality at highly competitive and often disruptive price points. By aligning manufacturing expertise with accessible pricing strategies, the company continues to support retailers seeking high-rotation products without compromising perceived value or product performance.

Licensing remains central to the company’s category success. A long-standing relationship with Disney, now spanning five decades, underscores both brand alignment and retail credibility. Character-led designs continue to play a critical role in outdoor purchasing decisions, particularly within family and pre-school segments.

Looking ahead, the business is expanding its licensed offering through a new collaboration with the BBC, introducing a Bluey-inspired outdoor range. As one of the most recognisable pre-school properties globally, Bluey represents a natural extension into outdoor play categories, bringing strong consumer recognition and cross-generational appeal.

As outdoor categories continue to prioritise durability, value perception and retail performance, John Leisure’s combination of unmatched product quality and disruptive pricing strategy positions the company strongly within this resilient segment. With continued momentum across play balls and size footballs, the business remains closely aligned with both evolving consumer demand and retailer priorities.

Feature Action Vehicles

Gearing up for a great year

Approaching the end of Q1, the Action Vehicles category is in pole position for another successful year, with nostalgia and recognisable licences driving repeatpurchasing and appeal. Toy World’s Chloe Thomas – Evans spoke to a range of suppliers to understand the enduring success of the category and to learn about new releases and areas of potential growth.

AAction Vehicles has proven itself as an evergreen category by cruising confidently into 2026 with fresh licences and increased collectability. The category has been enjoying a strong period of growth, with cross-generational appeal lending itself to repeat purchasing and customer loyalty.

Last year’s Formula 1 movie and this year’s Formula 1: Drive to Survive season eight have engaged fans old and new, prompting nostalgia-based purchasing through recognisable products. One For Fun’s Formula 1 range has proven popular for its authenticity and detail-orientated designs, and for 2026 it has been extended to include new 1:64 scale kits, 1:41 scale RC die cast models, a premium 1:24 RC range and the smallest McLaren RC in the world. Scalextric is also expanding its Formula 1 offering with the Ronnie Peterson Lotus – Twin Car Pack, honouring two of the most iconic cars that the F1 legend drove during his career.

At the end of 2025, Formula 1 was named the second fastest-growing property by toy industry and data experts Circana. A variety of other licences have been signed within the Action Vehicle category for the year ahead, with Simba Smoby and Scalextric producing products from Fast & Furious, Lego creating products from Back to the Future, FKA Brands’ MotorDayz manufacturing products based on American automotive brands such as Bigfoot and Forza, and many more.

“Licensing plays a central role in driving both awareness and credibility within the RC car category,” says Philip O'nion, National Account Manager for Motordayz. “Our licensed portfolio is broad and thoughtfully balanced. As a US brand at heart, we work closely with some of the most iconic American automotive names, including GM, Cadillac and Bigfoot, which bring heritage, authenticity and strong recognition, particularly among adult enthusiasts and collectors.”

As licensed portfolios grow, so does the desire to purchase ingeniously designed vehicles with as much display potential as play potential.

Simon Owen, Head of Brand at Scalextric, says: “There’s been a noticeable shift towards more considered, meaningful play. Shoppers are looking for products

that feel purposeful and long-lasting, and we’re also seeing stronger communities forming around the category, with people sharing layouts, races and collections.

“Action vehicles offer the best of both worlds; they’re made to be played with, but they also reward collecting. Whether it’s iconic cars, special liveries or expanding a track layout, there’s always something new to add, which keeps people engaged over time.”

The collectability of the category ensures that it sells well year-round. Brands not only capitalise on longstanding and emerging IPs, but lean into the timelessness of the category, expanding their offerings with models and designs which pay homage to every kind of vehicle and consumer. This is demonstrated in Simba Smoby’s new Fast & Furious assortment, with its 1:32 sized die cast cars offering diversity and choice.

Ben Hogg, Simba Smoby’s Head of Marketing says: “In the franchise, there are so many cars to choose from, so we keep the range well assorted with a broad mix of styles, makes and models, covering both early and more recent movies.

“In addition to Fast & Furious, we also offer our Hollywood Rides range of cars at both 1:32 and 1:24 scales. These vehicles feature a wide range of licensed franchises including Sonic the Hedgehog, Jurassic Park, Star Wars, Marvel, Lilo & Stitch and many more.”

Adding to this, Simon from Scalextric explains how diverse ranges and nostalgic IPs help to make audiences broader. He says: “Nostalgia is having a real moment more broadly across culture, from entertainment to fashion, and that’s feeding into toys and games as well. When you combine that with Action Vehicles, it creates a strong cross-generational appeal with products that feel familiar to adults but are just as exciting and relevant for children, encouraging shared play and time spent together.”

Feature Action Vehicles

Hands-on, screen-free products also remain popular in the category, with many brands recognising a shift towards unplugged play despite the widespread use of technology in other areas.

Simon states: “Nostalgia plays a role, but so does the appeal of competitive, hands-on play. Motorsport, popular culture and major sporting or entertainment moments all help drive interest, alongside a growing desire for screen-free experiences that still feel exciting and social.”

Simon notes how consumers may enjoy the convenience of digital environments, but tactile, physical play experiences are becoming increasingly popular for those looking for authenticity and social connection.

“The category is in a really positive place, helped by a wider shift towards more unplugged, hands-on play as families look to rebalance screen time,” he says. “Consumers are more considered about how they spend, and there’s still a lot of competition from digital entertainment. We’re tackling that by focusing on what makes Scalextric different: immersive, hands-on play that lasts, evolves and brings people together, rather than something that’s used once and put away.”

The Lego Group

01753 495 000 | www.lego.com

Philip from FKA Brands believes that ongoing technological enhancements also play a key role in engaging consumers: “The category has seen gradual technological improvements, such as enhanced battery performance and more advanced controllers, while maintaining the classic appeal and nostalgia that continues to define RC cars,” he says.

However, he also notes the increased interest in some experiential, technology-led products which have caused some steady growth within the marketing of the category.

“Within the marketing landscape, visual and communityfocused platforms such as YouTube and Instagram

are particularly effective, as they support engaging content like unboxings, build guides, racing footage and modification tutorials,” he states. “TikTok is also growing rapidly, fuelled by short-form, viral and usergenerated content that highlights stunts, performance and customisation. For deeper engagement and peerto-peer interaction, Facebook Groups and specialist hobby forums remain essential spaces for collectors and enthusiasts to share advice, reviews and trades.”

Iain Morgan, CEO of Bladez, also stresses the importance of online platforms for marketing as he says: “Strong online content for social media and product pages is crucial in ensuring all the key features are communicated to consumers effectively. Excellent content can make or break a product.”

In January’s Global Toy Industry Performance Awards, Circana recognised action vehicles as one of the bestselling and top-gaining toys. The category includes the Global Top Selling Toy of the Year – the Hot Wheels Singles 1:64 Assortment by Mattel. Circana’s annual industry insights also reported an 8% growth in the category, with renewed interest in Formula 1 cited as one of the driving factors.

“Trends move fast and RC is a price sensitive category with a lot of competition,” comments Iain “We’re staying ahead with strong licensing, innovation, high quality and products that look great on the shelf.”

All in all, Action Vehicles has been placed in the ideal position for the year ahead. Over the next few pages, Toy World highlights a selection of the most exciting new ranges and products being released by suppliers in 2026.

From film-inspired builds to motorsport favourites and real-world engineering, Lego vehicle sets continue to resonate with fans who enjoy speed, movement and mechanical detail. Designed to combine handson building with play and display appeal, Lego sets reflect the growing popularity of vehicle-led Lego builds across both younger audiences and adult fans.

Among the latest releases is the Lego Speed Champions 77256 Time Machine from Back to the Future, which brings the iconic DeLorean to life in brick form. The model features instantly recognisable details from the film, including its angular bodywork, gull-wing doors and time-travel-inspired elements at the rear. Compact and characterful, it offers a quick, rewarding build that works equally well for imaginative play or as a display piece. The set is ideal for fans interested in the franchise or Speed Champions alike.

Also joining the Speed Champions range is the Lego Speed Champions 77253 Bugatti Vision GT Hyper Sports Car, inspired by the futuristic concept car created for the Gran Turismo gaming franchise. With its low-slung profile and bold aerodynamic styling, the model captures the spirit of highperformance racing. Designed for both racing scenarios and shelf appeal, it offers a striking addition for fans of supercars and gaming-inspired design.

For those drawn to more physical, stunt-driven play, the Lego Technic 42219 Monster Jam Grave Digger Fire and Ice delivers high-impact action. Built with pull-back functionality, this monster truck is designed for jumps, crashes and repeat play, reflecting the energy of live Monster Jam events. The Fire and Ice colourway adds visual drama, while the robust Technic construction ensures durability during energetic play sessions.

Completing the selection is the Lego Technic 42221 NASA Artemis Space Launch System Rocket, a large-scale build inspired by NASA’s next generation launch vehicle. Aimed at older builders, the set offers a more advanced construction experience, with intricate structure and authentic detailing that results in an impressive display model celebrating modern engineering and space exploration.

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Action Vehicles

Hornby (Railway)

01843 233 500 | www.uk.hornby.com | sales@hornby.com

Hornby is extending its children’s Playtrains range with the introduction of the Hogwarts Express Train Set with Steam Effect, a licensed toy designed to bring the world of Harry Potter into hands-on play for children aged five to eight.

Combining recognisable elements from the films with accessible, child-friendly features, the set is aimed at families looking for an engaging first train set experience. A key feature of the set is its water-based steam effect, which produces gentle vapour from the engine’s chimney. Designed with safety in mind, the cool steam adds an extra layer of realism while remaining suitable for children. Working lights and sound effects complement the steam feature, helping to create an immersive play experience inspired by the Wizarding World.

Ease of use is central to the Playtrains concept. The clip-together track system is robust and simple to assemble, allowing children to get started quickly with minimal help from adults.

The figure-of-eight layout with siding gives children the chance to change their layout and try different track arrangements, supporting creative thinking as they build and rebuild their miniature world.

The set is also fully battery powered and operated using an easy-to-handle wireless controller, removing the need for plugs or cables and enabling play anywhere in the home. Re-railing is straightforward and the controls are intentionally intuitive, helping younger users to stay engaged without frustration. All components are engineered for durability to support repeated play over time.

Alongside the train and track, the set includes build-your-own cardboard buildings inspired by iconic locations from the Harry Potter films, including King’s Cross Platform 9¾ and Hogsmeade Station. These elements extend play beyond the track itself and encourage imaginative storytelling.

Available as a single, all-in-one SKU, the Hornby Playtrains Hogwarts Express Train Set includes the train, two coaches, track, buildings and hand controller.

Blending familiar branding with practical play features, this latest Playtrains release offers a considered entry point into train play for young Harry Potter fans.

For more information on the Hornby Playtrains Hogwarts Express Train Set, contact Hornby (Railway) using the contact details above.

John Adams Leisure

01480 414 361 | www.johnadams.co.uk | sales@johnadams.co.uk

John Adams Leisure expands its vehicle portfolio for spring/summer 2026 with new ranges set to deliver strong impact. Leading the launch are the Power Force XL Dump Truck and XL Excavator, each designed with realistic detailing, working headlights, construction-style sound effects and robust friction-powered action.

Both the Power Force XL Dump Truck and XL Excavator include construction worker figures and themed accessories, supporting imaginative play. Each vehicle also includes batteries, offering an instant, ready-to-play product.

Alongside these new additions, John Adams introduces Motor Zone Racing, bringing fast-paced excitement to the vehicle aisle. The racing car features moving wheels, dynamic lights and sound effects, plus driver figures to fuel thrilling race day storytelling.

Completing the vehicle assortment for spring/summer 2026 is the Motorzone Playmat, available in Farm or City themes. Each soft, colourful mat measures a generous 80 x 120cm and comes with two vehicles, giving children a large, comfortable space for driving and zooming adventures.

Combining strong shelf presence, interactive features and accessible price points, Power Force, Motor Zone Racing and the Motor Zone Playmat deliver broad appeal across the market of those aged three and up and are available to order now.

For more information about the range, contact the John Adams sales team using the contact details above.

Action Vehicles

Simba Smoby

01620 674 778

www.smobytoys.co.uk sales@simbasmoby.com

Simba Smoby continues to deliver in the Action Vehicle category, with its vast lineup of licensed die cast vehicles.

Star Wars action vehicles will be prominent this year. Not only is there the new Star Wars: The Mandalorian and Grogu movie hitting cinemas in May, but the hit franchise will be joining the Jada Toys lineup with Iconic Star Wars characters in pocket money die cast form as Star Wars NanoFigs Blind Bags. Series One will include 13 figures to collect such as Luke Skywalker, Darth Vader and Chewbacca. Measuring 1.65 inches, these 100% die cast metal figures are super-detailed, authentic and present incredible value for money.

2.5-inch Star Wars Metal Figs are also hitting shelves for the first time this spring. Characters such as Stormtrooper, Darth Vader, Boba Fett and R2-D2 are all available in Series One. These die cast figures offer great attention to detail and make for a high-value, impactful line. 1:32 and 1:24 scale Star Wars cars are also in the pipeline, as is the Porsche 911 (992) GT3 RS 1:24 with Darth Vader which, along with three other vehicles in this scale, features opening doors, a hood and trunk plus a die cast character figure.

2026 is also a milestone year for Fast & Furious, with the franchise celebrating its 25th anniversary. As a result, Jada is continuing to provide replica vehicles for fans. New to the lineup this season is the Jada Toys Fast & Furious Small Blocks collection. These quality vehicles come with a highly stylised die cast body and faultless paint execution. Fans can choose Fast & Furious vehicles from the 1:43 or 1:28 scale collections and put driving skills to the test with the RC Brian’s Mitsubishi Eclipse. While instantly recognisable from the movie screen, the Small Blocks cars are in a fun new mini-sized form, with adjustable wheels that can be tucked in or out.

For more information on the products new to Simba Smoby, contact the Simba Smoby team using the contact details above.

One For Fun

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

One For Fun is the exclusive distributor of Maisto and Bburago, renowned for creating highly detailed and authentic F1 models.

With Formula 1 continuing its surge in global popularity, 2026 is shaping up to be an exciting year for fans and collectors alike. Last year’s F1: The Movie brought a new wave of fans into the sport, and Netflix is set to fuel that momentum further with the release of the next season of its hugely popular Drive to Survive docuseries in spring 2026.

Fans will see an expanded range of F1 kits from Maisto and Bburago, including exclusive 1:24 scale model kits that allow them to build their own car, complete with the correct driver.

Collectors will also see the 1:43 scale die cast McLaren MCL38 in Senna livery, inspired by the car driven by Lando Norris. This model captures the spirit of McLaren’s tribute to Ayrton Senna, combining intricate detailing with the cutting-edge technology of McLaren’s 2024 F1 car.

New for 2026, 1:64 scale kits will showcase the most popular teams and drivers, including Ferrari with Leclerc, Ferrari with Hamilton, Mercedes with Russell and McLaren with Norris. These models are highly collectible and supported by a 12-piece point-of-sale dispenser with a mixed assortment of cars and drivers.

Also launching in 2026 is the smallest McLaren RC in the world. This 1:64 scale RC series features a state-of-the-art McLaren F1 2024 model driven by Norris. With a controller larger than the vehicle itself, this model delivers fast racing action, high precision handling and 2.4GHz RC performance, proving a must-have for McLaren fans and RC enthusiasts.

The premium 1:24 RC range also includes Red Bull with Verstappen in 2023 livery, Ferrari with Leclerc in 2023 livery and McLaren with Piastri in 2024, finished in the iconic Senna livery. The wider premium vehicle lineup features legendary brands such as Mercedes, Bugatti and Ferrari.

Completing the range are 1:41 scale RC die cast models, meticulously recreating the original vehicles down to every curve, line and angle. Finished with an electrostatic paint coating, these models deliver a premium look. The cars also connect seamlessly to a smartphone or tablet using Bluetooth 5.0 and an app, offering an immersive and interactive driving experience. Alongside this, digital proportional speed control allows for precise handling, with a top speed of 6.5 km/h.

Additional features include app-controlled sound effects, realistic engine sounds and working headlights that enhance authenticity, particularly in low-light conditions. Charging is quick and convenient, taking just 30 minutes, and provides up to 12 minutes of playtime.

With hundreds of die cast, RC, Bluetooth and collector vehicles available on the One For Fun website, the brand holds a strong position in action vehicles.

Action Vehicles

01253 778 888 | www.htigroup.co.uk

Building on the success of the pre-school Teamsterz range, the new Tiny Teamsterz Little Train sets are well positioned to become another top seller.

The latest additions to the Tiny Teamsterz range open the brand up to a wider audience. Suitable for children aged 12 months and over, the Little Train set includes 12 track pieces that can be built in three different layouts and with over 3.5 metres of track. The set also includes a motorised train, a bridge, two detachable carriages and a soft, roto-moulded Tiny Teamsterz vehicle delivering extended, imaginative play.

Designed specifically with younger children in mind, the Tiny Teamsterz Little Train Set features lightweight, easy-to-grip and easy-to assemble track pieces for confident play. The motorised train engine moves forwards and backwards with a simple chimney switch and comes to life with lights and sounds for extra fun. Chunky, rounded edges help reduce those classic playtime bumps, while bright, engaging colours encourage visual development and play-led learning.

Made from soft, lightweight, squishy plastic with a chunky, rounded design, the vehicle and animal themed carriage is safe, easy to grasp and ideal for little hands. This interactive set encourages creativity and helps develop motor skills and comes complete with batteries so the play can start straight away.

The continued expansion of the Tiny Teamsterz range builds on the proven performance of the Beep & Go and Chunky Trucks lines. The introduction of HTI Toys’ new Push & Go range features signature push-and-release character heads on top of each vehicle, sending them racing into action. Designed with smart value engineering and available in three collectible designs, the range offers little ones even more ways to play.

Teamsterz will also remain firmly value-led, with keen pricing starting at £9.99, allowing retailers to comfortably trade at 2 for £20 during peak seasons. With a proven track record, strong margins and a continued focus on quality, Teamsterz aims to deliver real-time, everyday action and racing fun for children.

For more information on the Teamsterz range, contact HTI using the contact details above.

FKA Brands

07970 779 842 | philip.onion@fkabrands.com

Inspired by iconic, real-world motorsport vehicles with enhanced mechanics under the hood, FKA Brands’ MotorDayz blends licensed authenticity, accessible performance and collectability, maintaining appeal across generations.

The brand showcased its 2026 range by covering all scales at the 2026 London Toy Fair, receiving a positive reception for packaging, quality and performance.

The most influential factors driving the RC car industry are recognisable designs, licences and scales that suit both play and display, both in-store and online. With these expectations in mind, the MotorDayz team has aimed to take a thoughtful approach to product development, with a strong focus on the factors contributing to potential category growth.

The AF RC Baja Brute USB & AA, which is a supersized 1:8 scale off-road buggy, has been designed to deliver an exhilarating experience for users of all levels. Crafted for toughness, offroad capability and rugged desert racing, it features an Ice Blue colourway and working LED headlights for strong visual impact and a sense of realism. The Baja Brute stands out in the range for its scale, durability and simple USB charging, removing barriers to play while still feeling substantial and powerful. It will launch in mid-June.

Celebrating 50 years of the world-famous monster truck, the officially licensed 1:15 scale two-wheel drive Bigfoot 50th Anniversary Monster Truck FF USB is designed to appeal to entry-level drivers and nostalgic collectors alike. Authentic graphics, gold-tone accents, oversized tyres and working headlights create a strong sense of authenticity, while engine sounds add to the spectacle. What makes this model stand out is its heritage and character, combining Bigfoot’s legendary durability with a simple, ready-to-run set-up that offers excellent value. This product will also be launched in mid-June.

The officially licensed 1:14 scale four-wheel drive Forza Motorsport Nissan Z Sportscar delivers a performance-focused RC experience aimed at fans of realistic road cars. Finished with authentic Forza graphics and working headlights, it captures the look and feel of the real vehicle, while non-marking tyres provide smooth, controlled handling that feels precise and confidence inspiring. Launching in late May, this model stands out in the range for its balance of performance and accessibility.

Building on the foundations that define the RC car category, MotorDayz combines dependable quality, considered design and authentic detail with the incremental technological improvements consumers now expect. By respecting the nostalgia that defines the industry while embracing subtle performance enhancements, the brand remains well positioned to meet the needs of both long-standing enthusiasts and young drivers alike.

Action Vehicles

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Character Options’ Stuntman Stu range comprises collectible, breakable action figures and stunt vehicles, which place action, adventure, stunts and epic fails at the core.

Developed in collaboration with Playmates Toys, Stuntman Stu is brought to life through fail animation, humour and high-tech genius.

An action vehicle line in the range is the Nitro Boost Stunt Bike: players can rev and launch this wind-up gyroscopic stunt bike, then jump the ramp to see if Stu can make it over the wall instead of smashing it apart. The set comes with an articulated Stu figure and brick wall, allowing children to manoeuvre and crash Stuntman Stu. Ideal for re-creating stunts from the Stuntman Stu webisodes, the actions players take can land Stuntman Stu in unusual positions.

For more information about the Stuntman Stu collection, contact Character Options using the contact details above.

Hornby (Scalextric)

01843 233 500 | www.uk.scalextric.com sales@hornby.com

Scalextric continues to expand its range with new releases that combine standout licences, authentic car design and proven on-track performance. With products designed to appeal to a wide audience, from long-time Scalextric fans to newcomers discovering slot racing for the first time, the latest additions offer strong visual appeal, collectability and play value at retail.

A key focus within the range is Scalextric’s growing Fast & Furious selection, bringing some of the most recognisable cars from the film franchise onto the slot-car track. These releases tap into the series’ global popularity, offering instant recognition and broad appeal that works equally well for gifting, collecting and racing at home.

One of the key new models is the Nissan Skyline GT-R R34 – 2 Fast 2 Furious, a car that remains closely associated with the franchise. Scalextric’s model captures the silver bodywork, bold blue stripes, rear wing and distinctive lighting effects seen on screen.

Also joining the line-up is the Ford Escort Mk1 – Fast & Furious 6, a classic shape with strong visual character. Finished in its familiar blue and white livery, the model features rally lights, flared arches and an authentic stance inspired by the film car.

Adding to the range is the Ford Mustang – Fast & Furious 6. Based on the 1969 Mustang Fastback seen in one of the film’s most memorable chase scenes, the model features the white body with black stripes, sculpted roofline and purposeful proportions. Designed for both racing and display, it is an eyecatching addition that appeals across age groups.

For those looking for a starting point, the Fast & Furious Race Set – 25 Year Edition celebrates 25 years of the franchise with a ready-to-race package. The set includes the bright orange Toyota Supra and the blue Nissan Skyline R34, complete with underglow lighting for added impact. Supplied with track, controllers and power supply, it offers everything needed to start racing straight out of the box, with multiple layout options and robust construction for repeat play.

Alongside its movie-inspired range, Scalextric has also recently launched a varied selection of new models covering touring cars, rally, road cars and Formula 1. Recent releases include the Nissan Primera BTCC 1999 – Laurent Aïello, the Ford Transit Mk1 and Escort Mk1 Ford Motorsport Twin Pack, the Ford Sierra RS Cosworth – Heat for Hire, the Ford RS Road Collection Triple Pack and the Ronnie Peterson Twin Pack featuring the Lotus 72 and 79. Together, they highlight the breadth of the Scalextric line-up and its appeal across different interests and age ranges.

The full Scalextric range is available to pre-order now. For more information, contact Hornby (Scalextric) using the contact details above.

Action Vehicles

Bladez

023 9265 8255 | www.bladeztoyz.co.uk

charlotte@bladeztoyz.co.uk

Bladez Toyz is racing into 2026 with Kidult products and its trademark high-velocity RC. Featuring its biggest-ever range of action vehicles, there is something for everyone in the RPM range. Standing for Real Performance Machines, Bladez RPM focuses on high performance, high speed and maximum fun.

A major highlight for the year ahead is the expanded DC Batman radio control line up, with the Batman RC Omni Racer taking centre stage.

The high-performance 1:12 scale machine is built for action, combining powerful motors with 4-wheel functionality to deliver true multi-directional movement, 360 spins on the spot and impressive drifting capabilities. Featuring distinct omni wheels, a light up body shell, authentic sounds effects and a supersized rear spoiler, this product is sure to stand out on shelves.

Also joining the range this year is the Gotham City GP Racer, giving Batman fans the chance to chase down villains in style. Packed with electronic sound effects, a smoke effect feature plus an eye-catching light up body shell, this 1:10 scale vehicle offers an immersive RC experience. The racer is completed with a rechargeable battery for extended play and speeds over 10km/h.

Also launching this autumn/winter is the 1:16 scale RC Hurricane. This monster off-road vehicle is designed for maximum impact, featuring oversized wheels, LED lights and serious power under the hood. Undoubtedly an ultimate offroad vehicle, it boasts speeds of up to 30km/h, effortlessly tackling the toughest terrain with ease.

Players can also take the action from the streets to the skies as Bladez unveils the next evolution of Hot Wheels RC: the Drift n Fly RC Drone. By flicking a switch, this lightning-fast drifter transforms into a full function drone including all the standout features that made the original Hawk a hit such as 360 flips, LED lights, auto hover and multispeed control. The new RC drone is also built to withstand bumps, crashes and high-speed thrills. A true legend both on the track and in the air, the Drift n Fly RC blends style with speed and is to stock shelves in autumn/winter 2026.

Bladez will also release the new RPM Pro Series 1:43 RC Drifting Car: a small but mighty state-of-the-art rally style car for kidults. The car comes with a dazzling LED array, five wire servo control, true 4x4 drifting capability and a professional grade racing controller. The racer is also packed with details that make it ideal to display, but at heart it’s a real performance machine made to be driven.

Bladez Toyz is set to deliver an unforgettable 2026 line up. From the streets to the skies, there’s a product for every kidult and young fan alike.

Bruder

The 8280 TTV from Deutz-Fahr is a reliable and powerful working machine with the ideal technology mix for professional farmers. With an impressive 287 hp, this tractor is up to any challenge and the exclusive black variant of the tractor, the Warrior, is particularly impressive when it comes to design.

In terms of functionality and quality, the new Bruder model is at a scale of 1:16 and keeps with the company’s motto: just like the real thing. The cab is fully glazed and features easy-to-open doors. The folding bonnet provides a view of the engine and easy manoeuvrability is achieved thanks to the installed oscillating axle as well as the steering extension that can be inserted through the sliding roof. A slip-on frontloader may also be mounted to extend this model while the detachable wheels add to the fun.

For added value, the Workshop figure set can also be added as all agricultural trailers and equipment are compatible with the model.

For more information on The 8280 TTV from Deutz-Fahr, contact Bruder using the contact details above.

Special Feature Ethical Supply Chain Program

Every business values data: applying insights to drive decision-making and improve outcomes

Anita Lo, Director of Worker Well-Being at the Ethical Supply Chain Program (ESCP), shares with Toy World readers how ESCP leverages data from its Worker Helpline to deliver real impact.

All-year-round, the ESCP team of independent qualified professionals provides expert advice on employment matters – such as hours, wages, labour contracts, dismissal and resignation processes, social health insurance, pension plans and paid leave – but also provides support, and a friendly ear, to those suffering with homesickness, relationship issues and other personal concerns, all of which can impact a worker’s performance.

Many of the workers the expert Helpline team speak with on a daily basis have migrated for work and are seeking information on employment rights such as information about social security payments, or they may have more personal enquiries, such as how to set up a bank account in their new town. These calls are some of the greatest indicators of an effective helpline; migrant and local workers know ESCP is there when needed – in both crisis and curiosity.

education than in other sectors. These cases demonstrate the challenges facing many workers, predominately female, who often have to choose between working and caring for their children. With over 70% of female workers in the apparel sector, this line identified many inequalities, needs and elevated risks such as family relationships, living environments, social security, stress and counselling needs and maternity protection.

Risks identified in these industries through the Helpline not only trigger short-term action and indicate the root cause of supply chain issues such as worker shortages and retention, but they also inform long-term programme development and training to improve industry practices and standards.

WWhile data is important, it is only valuable when correctly interpreted and utilised. ESCP has been operating its Worker Helpline service since 2010 and last month, it published its 2026 Insights Report, analysing nearly 6,000 minutes of calls and email correspondences to uncover key insights and trends. The business believes that while data identifies issues, only by listening can they be prevented.

In 2025 alone, the expert Helpline team remediated 1,060 cases. While around 20% of these cases were trustbuilding or related to learning more about the service, over 800 cases required ESCP’s support on real issues affecting the lives of workers. Out of these 800, eleven were escalated and passed to the technical team for further investigation and remediation. Escalation is a serious protocol; a case is escalated when the expert team identifies a critical issue requiring in-person investigation and remediation. This can include indications of child labour, forced overtime, delayed payments, discrimination and harassment as examples. Last year, escalated cases related to excessive working hours, delayed payments, injury compensation, audit process concerns, discrimination and harassment. All these cases were investigated and remediated to the satisfaction of the caller.

The Helpline provides access to remedy and is an effective grievance mechanism, creating a communication bridge between employer and employee.

The ESCP Worker Helpline spans geographies and industries. Every industry and country is different, and so is the support required for its workforce. The Helpline is available to all industries and all workplaces, including construction sites and non-ESCP certified facilities. Last year, ESCP found that 60% of cases from its Construction Helpline were relating to Delayed Payments. This is a common and significant risk in the sector, due to the high prevalence of sub-contracting.

Data from the Apparel sector line identified higher than average volume of cases regarding work-life balance and managing family relationships and children's

While data is important, it really only counts when it is carefully considered and actioned. In addition to root cause identification and remediation efforts, since the introduction of the Helpline service in 2010, ESCP has responded to the needs of workers through developing its programme to deliver employer-funded childcare programmes, Gender Equality initiatives, flexible workplace policies and more capability building opportunities. These initiatives have improved worker retention for factories and resulted in huge cost savings; two factories shared with ESCP cost savings of over $500,000 USD in a few years alone.

For those interested in learning more about how a business – whether big or small – can leverage the power of a worker helpline service, contact Anita at anita.lo@ ethicalsupplychain.org or visit www.workerhelpline.org

Special Feature Toymaster

Toymaster shows its true impact

With the Toymaster May Show just a few months away, Toy World’s Chloe Thomas – Evans sat down with Sam Gascoigne, Toymaster’s Member Support and Retail Recruitment Manager, to discuss the upcoming show and how retailers can benefit from membership.

For nearly four decades, Toymaster has supported the UK’s independent toy retailers, offering tools and personalised guidance while ensuring that its members still have the final say when it comes to their businesses. With access to over 150 suppliers, including all the major brands, Toymaster remains a crucial part of the toy industry and a go-to organisation for independents.

“Toymaster has a rich heritage of supporting members to succeed,” Sam Gascoigne says. “Our mission statement has always remained consistent and that is to help our members trade more profitably. We have numerous benefits that are available to members and potential members, so we can support them with this mission.”

Through membership, retailers are supported with central invoicing, year-round marketing, controlling costs on day-to-day operations and more. Toymaster’s secure, members-only TIMS platform ensures that support is given with invoicing and credits from suppliers, while the Product Hub gives retailers a central location for the latest supplier order forms, catalogues and information. These membership initiatives have been positively received, particularly at this year’s London Toy Fair, where Toymaster met with members and retailers interested in finding out more about the organisation.

“Overall, the benefits of Toymaster Membership were met with positivity and every retailer who visited our lounge at Toy Fair was able to identify an area that would be beneficial to their business,” says Sam. “Several retailers were very impressed with TIMS and recognised the time it would save them by only needing to make a single payment to Toymaster, which would then be distributed to suppliers by our central office.

“Other retailers saw great opportunity in the marketing we offer and recognised that the Christmas Catalogue would be a strong tool to increase awareness of their store within their local community at the busiest time of the year.”

Toymaster members have also enjoyed strong sales at the start of the year. Following on from 2025, Lego and Pokémon continue to perform extremely well, but there are other ranges growing in popularity such as Fugglers, Sylvanian Families Blind Bags, the One Piece TCG and anything related to KPop Demon Hunters. For some

members, these ranges have contributed to the best January they’ve seen in years, and the sales show no signs of slowing down.

Sam tells Toy World that the Member Committee predicted these ranges would continue to be strong sellers heading into February Half Term and the Easter Holidays, setting an encouraging backdrop for the Toymaster May Show, which will help members to plan for the second half of the year.

Talking about the upcoming show, Sam says: “The team at Toymaster have been working hard behind the scenes to make this year’s show better than ever.

“The show was sold out in December, and all the premier toy suppliers will be attending with exclusive deals available for Toymaster Members. For many specialist retailers, this will be the first, and possibly only, opportunity in 2026 to see all of their suppliers in one place and it offers a unique opportunity to plan for a successful Christmas.”

The Toymaster May Show remains a highly anticipated date in the UK toy calendar, bringing independent retailers together to network, discover products and order stock. Across the three days of the show, retailers come face-to-face with their current and potential suppliers and discuss trading opportunities for their stores.

Sam and the rest of the Toymaster team recommend that all independents planning to attend make arrangements so that they can spend at least two days at the show, where they can network, see a wide selection of product and maximise their time away from their business. The Toymaster May Show website will be regularly updated and the full list of exhibitors will be posted soon to allow all attendees to arrange meetings and plan their time at the Show effectively.

Those thinking about whether to attend the event or sign up for membership are encouraged to keep the mission statement at the front of their minds.

“Toymaster’s priority is for our members, and all prospective new Members, to achieve increased success and sustainability,” says Sam. “Our membership varies, ranging from dedicated high street toy shops to department stores, garden centres, newsagents, model shops and gaming cafes. So, if you are an independent toy retailer, of any shape and size, we are here to help and offer services that will be beneficial to your business.”

Sam adds: “Our priority will always be to give our members the tools needed to meet the challenges of the retail landscape head-on and trade profitably in 2026 and beyond.”

Sam also assures retailers that Toymaster has all the resources needed to help them make an informed decision about membership.

“We always do a lot of groundwork with anyone who’s looking to join Toymaster,” says Sam. “We don’t want membership to be a rushed decision, and we want people to know what we offer and what would be required. We’re always looking to make sure it’s a beneficial partnership for everyone involved.”

Those interested in attending the Toymaster May Show can register at www.toymastermayshow.co.uk, while those interested in becoming a Toymaster Member can start the process at www.join.toymaster.co.uk.

Brainstorm

Experimenting with fun

Toy World’s Caroline Tonks speaks to a number of leading Science & Nature suppliers to discover the category’s growing trends, what’s new, how the industry can make the most of this space and more.

From 6th-15th March, British Science Week, run by the British Science Association, will be hosting its ten-day celebration of science, technology, engineering and maths. During this week, the initiative will provide a platform to support teachers, STEM professionals, science communicators and the general public to participate in STEM events and activities, and across the UK, students will be engaged and encouraged to explore Science & Nature concepts. Programmes like this are crucial for getting children involved and interested in the sciences, and across the toy industry, suppliers are helping this curiosity blossom further by creating a plethora of product to promote new concepts and ideas that will enrich children beyond the classroom.

Suppliers are seeing a number of trends that show prominence across the Science & Nature category, but one of the biggest is the persistent push towards screen-free play, as technology continues to dominate the market. This is reflected in the core products that are hitting shelves in 2026. “We are sure everyone has long noticed that there is a shift towards screen-free, hands-on play as parents look to reduce children’s reliance on tech,” says Debra Tiffany, Marketing Manager, Brainstorm. “This trend has particularly benefited nature-based activities and STEM science kits. Families increasingly seek learnas-you-play toys that encourage curiosity, creativity and real-world discovery.”

Amy Harbour, Head of Licensing and Commercial Partnerships at the Science Museum, echoes this, stating: “There’s a real appetite for toys that offer meaningful play. Parents want products that help their children learn without feeling too much like school, and that’s

where Science & Nature toys shine. We’re seeing four big trends pushing this category forward: a stronger focus on education and STEM learning, screen-free play, sustainability and a deeper connection to nature, and nostalgia.

“There’s a big shift back to tactile, sensory experiences. Children love touching real materials, sorting minerals or experiencing colour-changing scientific lighting. It’s engaging in a way a screen never quite replicates.”

While there is a visible shift away from screens, suppliers are still finding different ways to incorporate technology to entice today’s children. Buki France’s Video Magnifying Microscope features 500x magnification coupled with LED lighting and automatic focus, which allows for quick and easy observations. This makes it an ideal product to be taken out into nature. Thanks to its internal memory, both photos and videos can be taken, with up to 50 photos of storage. From Clementoni, the Digital Microscope, with an integrated Wi-Fi camera, is a two-in-one microscope that gives the user the chance to observe in analogue and digital modes. There’s also the Exploraglobe, which is embracing the educational benefits of AI. This interactive globe utilises safe AI-driven customisation to explore the world in real-time through a personalised play experience.

Off the back of the screen-free push, a resounding theme across Science & Nature is tactile products where kids can make things with their hands. Thames and Kosmos’ Hydroponics Lab lets children build their very own Hydroponic greenhouse and grow three different varieties of salad greens. It teaches young gardeners all about hydroponics, how the process works and what makes plants thrive, all without the need for watering

or soil. Buki France’s Potions Lab combines the world of magic with chemical experiments. With this kit, little scientists will find the tools and materials to make 15 different potions. Pearly pigments, confetti, ribbons, charms, labels and sparkles will make each creation unique, blending chemistry kits with arts & crafts. And from Jumbo Galt, the Galt Explore and Discover range has long been a cornerstone of early years learning, encouraging children to investigate the world around them through hands-on, curiosity-led play. Rooted in the foundations of STEM, the range supports early scientific thinking, problem-solving, creativity and fine motor skill development.

Within the Science & Nature arena, there are several partnerships that bring together acclaimed institutions with educational products, providing children with unique avenues to learn and explore. An iconic establishment in its own right, the Science Museum has partnered with British Fossils on a new range of Science Museum Discovery Sets that introduce five hands-on kits designed to bring the excitement of geology directly into homes. Created with authentic specimens and rich educational content, the range blends learning and play in a way that is firmly rooted in STEM principles. Kids can choose from fossils and minerals to geodes, gemstones and more.

University Games’ Science & Nature offering is led by the National Geographic How Things Work 3D Puzzle range. This nine-strong construct-and-play range combines hands-on building with learning valuable engineering concepts and scientific principles through interactive play, with lines like Blast Off Rocket and Parachute Launcher. Meanwhile, Brainstorm is

Feature Science & Nature

continuing its award-winning partnership with the Natural History Museum with the launch of the Natural History Museum T-Rex Excavation Kit. This set includes all the kid-friendly tools needed to uncover a realistic skeleton, which can be assembled into a 20cm model.

Although scientific discovery is often seen as an expensive pursuit, that does not necessarily translate across Science & Nature. The category has a broad range of product and pricing for every family, from small, pocket money impulse buys for £5-£10, to £12-£20 kits with real educational value and £25-£35+ premium kits more involved experiments. “Pocket-money lines under £15 are popular but any product under the £20 RRP that offers value for money and longevity is also key,” states Debra.

“£20 seems to be an efficient price because it allows for products that contain so much, with numerous activities and a price that remains attractive to parents throughout the year,” adds Julien Boulonne, Product Manager, Buki France. “However, slightly higher prices are also not to be forgotten, as they are necessary and worth it for quality equipment like telescopes and microscopes, which make ideal gifts for occasions such as birthday and Christmas.”

Science & Nature is never stagnant, growing with scientific discoveries and finding new and improved ways to engage children in the world around them. As such, there are

many ways for retailers and suppliers to make the most of the category and find opportunities for growth. Amy sees areas for growth around authenticity, sensory experiences and sustainability. “At the Science Museum, authenticity is important in the products we develop. Whether that’s real rocks, gems and fossils in kits or solid scientific explanations for sensory experiments, we work closely with our partners to ensure the products ranges we develop deliver opportunities for children to explore and learn. Sustainability messaging continues to be a major consideration when purchasing. Science toys that connect children with the natural world resonate more than ever. Mixing light, sound, texture and movement to create a sensory experience is proving to be a strong direction for innovation. Children love understanding how things work.”

“There are so many ranges that align to the current National Curriculum, like our new Build a Body and NHM T-Rex Excavation Kit, and since lockdown, parents are looking for fun and effective ways to supplement their child’s education at home,” explains Debra. “In-store demos are a great way for retailers to engage customers and ignite a child’s imagination, letting them get hands on.”

Julien has noticed that retailers tend to group kits within the science category by themes. “Space on one side, dinosaurs on the other; thus, mixing suppliers and brands,” he states. “At Buki France, we personally believe that grouping products by brand would be more efficient on the shelves.” He has also seen areas of growth in the renewal of products while protecting and maintaining the strong themes within this category. “There is a real need for product innovations to get more and more children attracted to science. In the age of screens and social media, this seems like a very important mission."

As readers continue over the following pages, Toy World takes a look at some of the new Science & Nature toys hitting shelves this year.

Jumbo Galt

0161 428 9111 | www.galttoys.com | salesuk@jumboplay.com

Galt (part of Jumbo Group) is reaffirming its long-standing commitment to learning through play, with its Explore and Discover and Unlock Science ranges, alongside a bold packaging refresh for the Horrible Science range. Together, these products underline Galt’s strength in delivering engaging, age-appropriate STEM learning experiences that grow with children. Clear messaging, improved shelf standout and modern visual design help to communicate learning benefits quickly and effectively in an increasingly competitive retail environment.

The Galt Explore and Discover range has long been a cornerstone of early years learning, encouraging children to investigate the world around them through hands-on, curiosity-led play. Rooted in the foundations of STEM, the range supports early scientific thinking, problem-solving, creativity, and fine motor skill development. Clean layouts, bright colour palettes and strong visual cues on pack help parents easily identify key learning outcomes, while playful illustrations continue to invite children to pick up, explore and engage with confidence.

Building on this journey, Galt Unlock Science is designed to take young learners to the next stage, introducing core scientific principles through accessible experiments and guided discovery. With a strong focus on STEM skills such as observation, hypothesis testing and logical reasoning, the range helps children build confidence in science while reinforcing the joy of hands-on experimentation.

Meanwhile, the Horrible Science (as seen on BBC iPlayer) range receives a packaging overhaul that leans fully into everything fans love about the brand – irreverence, excitement and a healthy dose of gross-out fun. Punchier graphics, bolder typography and dynamic visuals bring experiments and scientific concepts to life. From chemistry and physics to biology and beyond, the refreshed look highlights the range’s ability to spark curiosity and inspire a lasting interest in STEM subjects. Crucially, the new packaging maintains the trusted Horrible Science tone: breaking down complex ideas into engaging, memorable experiences without losing educational depth.

As Explore and Discover, Unlock Science and Horrible Science move into 2026, they demonstrate that when it comes to STEM learning, hands-on discovery and playful experimentation never go out of style.

For more information, contact James Galt & Co, part of the Jumbo Group, at the details above.

Science & Nature

Thames & Kosmos

01580 212 000 | www.thamesandkosmos.co.uk

Thames & Kosmos has found its place at the forefront of educational science and naturebased products, with 2026 seeing a raft of new products being released.

The new Hydroponics Lab lets children build their very own Hydroponic greenhouse and grow three different varieties of salad greens. The Hydroponics Lab teaches young gardeners, via the 32-page manual, all about hydroponics, how the process works and what makes plants thrive, all without the need for watering or soil. The Hydroponics Lab will do equally well for STEM retailers and garden centres and is available from June 2026.

Also coming out in June is the new Thames & Kosmos Digital Microscope with HD Imaging and LCD Display, which is part of the Essential STEM Tools range. The new microscope comes equipped with 120x optical and 2.5 digital zoom where even the tiniest details come to life on the built-in 7cm LCD screen, which eliminates the need to squint through an eyepiece. Children can even take pictures and videos of what they are looking at to view or compare at a later time. Video resolution is up to 1080p and pictures up to five megapixels. The microscope comes with eight accessories including tools to collect specimens and create personal slides.

Releasing in August, the Thames & Kosmos Rock Tumbler is ideal for rock collectors and young geologists to turn their favourite specimens into shiny polished display pieces. The easyto-use rock tumbler comes with a durable and powerful motor and a built-in timer, so it can run for up to seven days at a time. Users can also run experiments on wood, glass and other materials that they have collected. The Thames & Kosmos Rock Tumbler comes with additional accessories to turn polished rocks and more into jewellery. Rock Tumbler refill packs will also be available with additional polishing grit and rocks to polish.

Finally, for the more cost-conscious shopper, Thames & Kosmos has its popular Science to Go range, where all products retail at £11.99 each. Sea Dogs lets children see dormant creatures come to life and once they are swimming around the included tank, they can feed them and watch their lifecycle in real-time. Mimosa Garden lets children grow a Mimosa plant which acts like a natural alarm system on a windowsill. And Grow Crystals allows users to grow coloured crystals and see the formations as they develop just like in real life.

These new additions are just a small part of the expansive range of science and natural world products that Thames & Kosmos has available in its STEM range of toys, products and experiments.

Science Museum

www.sciencemuseum.org.uk | www.britishfossils.co.uk

The natural world has long fascinated children, and a brand-new collaboration between the Science Museum and British Fossils is set to spark that curiosity. The new range of Science Museum Discovery Sets introduces five hands-on kits designed to bring the excitement of geology directly into homes. Created with authentic specimens and rich educational content, the range blends learning and play in a way that is firmly rooted in STEM principles.

At the heart of this collaboration is the trusted Science Museum STEM badge, a mark of authority that signals accuracy, scientific rigour and educational value. For retailers, educators and families, the badge provides confidence that every product in the collection supports STEM learning.

The Fossil & Mineral Discovery Set is a comprehensive mix of genuine fossils, minerals, crystals and gemstones from around the world. Children can explore how fossils form, how minerals grow and why gemstones shine using identification leaflets, booklets, polished samples and a mini magnifier. Each specimen is real, unique and ready to discover, creating an immersive gateway into Earth science.

The Break Your Own Geode Kit contains six natural geodes, each a mystery waiting to be revealed. With protective goggles, a safety bag and a magnifying glass, young explorers learn about the geological processes that form crystals deep inside the Earth. Opening each geode becomes a moment of discovery, supported by clear scientific explanations.

Featuring 15 genuine fossils, from ammonites to shark teeth, the Fossil Collection Kit helps children understand evolution, ancient environments and the history of life on Earth. Each specimen connects young learners directly to deep time, supported by information that explains the importance of each fossil.

The Mineral Collection Kit includes 15 natural minerals, including quartz, fluorite, mica and calcite, each showcasing unique colours, structures and properties. The kit explores how minerals form, their place in the Earth’s processes and their importance in modern technology, from electronics to construction materials.

With 15 vibrant gemstones such as amethyst, rose quartz, aventurine and tiger’s eye, the Gemstone Collection Kit reveals how heat, pressure and mineral-rich fluids shape the colours and crystalline structures that children love. It also links geology with real-world science through insights into chemistry and materials science.

For British Fossils, the collaboration has offered the opportunity to elevate its expertise for a new generation of learners. With their mix of authentic specimens, STEM-aligned information and engaging educational play, these kits sit perfectly within the growing Science & Nature category. They offer retailers a value-driven, educationally rich proposition that taps directly into the increasing demand for hands-on STEM experiences for children.

Science & Nature

Buki France

www.bukifrance.com | amaarek@bukifrance.com

With Buki France making the move from a distribution model to direct to retailers in the UK and Ireland, more of its leading STEM and Arts & Crafts specialist quality products are set to hit the shelves this year. Already sold in over 70 countries around the world, Buki has been a strong player in educational, screen-free toys since 1992.

The brand focuses on two main ranges, Science and Arts & Crafts, with subranges covering space, nature, 4allkids (Buki’s dedicated and gender inclusive Arts & Crafts range for younger children), Professional Studio (a range of Arts & Crafts products created to come as close as possible to their professional equivalent for older children aged seven and up) and more.

Potions Lab is set to be a favourite among fans of witches and the world of magic, as well as with little scientists looking to practice their chemical experiments in a slightly different setting. This product sees one of Buki’s two leading characters – Lea – donning the witch’s gown in an eye-catching display.

In the box, little scientists will find all the necessary tools and materials to create and customise 15 different potions. Pearly pigments, confetti, ribbons, charms, stylish labels and sparkles will help make each creation unique, blending chemistry kits with Arts & Crafts. Two features that are adding something even more special are the box’s inner structure that turns into ‘wooden’ shelves for children to display their creations and the light-up base (USB-C rechargeable) that turns the provided cauldron into a magical potion-making set-up, which can be used as a nightlight.

Potions Lab, which comes with about 50 accessories, also includes the reagents needed to create five different magic reactions and a fully illustrated instructions booklet, styled like a magic grimoire. This product is available from March 2026 in master cartons of six pieces max.

There is also a new addition to the microscope collection that the brand is already well known for. The Video Magnifying Microscope is a tool that can be carried around to discover the world of the infinitely small on the go. It features 500x magnification coupled with LED lighting and automatic focus which allows for quick and easy observations, ideal to be taken out anywhere while in nature.

Thanks to its internal memory, both photos and videos can be taken on the 5cm screen (up to 50 photos of storage – for additional storage, an SD card can be added) and the microscope is rechargeable via the included USB cable. The magnifying microscope also has a real magnifying glass embedded into the handle and a handy wrist strap. This product is available to order now in master cartons of six pieces.

Clementoni

020 3206 1397

Building on the success of the Clementoni STEM portfolio, including the multi award-winning Smart Tech Greenhouse, the 2026 range sits science and discovery at the heart of the collection. From the microscopic world, through to the planets and out into the far reaches of space, each product guides children on a journey of exploration and understanding.

Digital Microscope, with integrated Wi-Fi camera, is a two-in-one microscope that allows the user to observe in analogue and digital modes. It includes six slides with a QR-code (front and back) and two empty slides to be able to store samples for observation and analysis. The interactive APP allows access to video content, games/quizzes and scientific insights, and proactively encourages children to explore deeper into subjects that they have shown an interest in.

Ecosphere is a hands-on ecosystem kit designed to help children explore the water cycle, soil layers and plant growth and sits directly in the sustainable/eco-learning trend, offering strong gifting appeal for parents. Abracadabra reimagines classic chemistry with magical experiments for ages seven and above, building on proven past success of similar best-selling science kits.

Embracing the educational benefits of AI, the Exploraglobe is an innovative, interactive globe utilising safe AI-driven customisation to explore the world in real-time through a personalised play experience. With enhanced exploration and regional content, Exploraglobe includes bespoke AI app content and features a Mystery Mode to create a limitless, replayable learning experience.

Solar System Explorer brings the planets to children’s fingertips and lets them experience a high-quality rotating solar system model with AR technology and star projection. Transparent sections reveal the internal mechanism, while each planet rotates at its own speed to mimic real orbital motion. The sun projects the Milky Way from its upper section, and a bespoke app with AR-enabled cards provides real-time information about each planet.

The refreshed Mechanics line combines new licences with 30% bigger builds, richer detail and 20% more components in each set to explore the science of mechanics like never before. Every set delivers hands-on learning, multiple creations from a single kit and the excellence of Italian engineering at every step, from concept through production.

Science & Nature

University Games

0207 254 0100

www.university-games.co.uk

Hands-on discovery sits at the heart of University Games and Lagoon’s Science and Nature offering, led by the innovative National Geographic How Things Work 3D Puzzle range. Designed to inspire inquisitive young minds, this nine-strong construct-and-play range combines hands-on building with learning valuable engineering concepts and scientific principles through interactive play. The range includes engaging lines such as the Blast Off Rocket, a Racing Car, Vacuum Cleaner, Hydraulic Lift, Periscope and Parachute Launcher, and each STEAM education toy also comes complete with an instruction booklet to help children understand the science behind the build, making learning both fun and memorable.

Nature-themed discovery continues with The Learning Journey Wildlife World puzzles, offering children an immersive look at some of the planet’s most fascinating habitats. The Rainforest, Arctic and Safari puzzles each feature 200 pieces and are cleverly crafted in the shapes of a parrot, polar bear and lion. Beyond their striking silhouettes, the puzzles are packed with illustrated animals native to each region, promoting both problem-solving skills and environmental awareness.

Space remains an evergreen fascination for young explorers, and The Learning Journey range answers that demand with the engaging 100-piece Glow in the Dark Space Puzzle, bringing the cosmos to life once the lights go out. Complementing this is the Match It! Space Bingo, a fast-paced game that builds memory, matching and observation skills, and for preschoolers, the Space Lift and Learn Puzzle, both introducing key space-themed imagery in a fun, family-friendly format.

Supporting science, education and imagination is The Purple Cow STEAM Science Tins. The Crazy Scientist Lab range includes eight interactive science tins focusing on Optical Illusions, Water Gel Science, Static Electricity, Glowing Science, Bubbles and Foam, and Crystal Craze, as well as Young Detective and Young Survivor Kits. These kits encourage exploration and discovery, problem-solving, understanding cause and effect and abstract thinking. Each kit includes everything children need to become real researchers in their own laboratory and perform science experiments.

Brainstorm

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

Brainstorm’s roots in STEM toys means that it has a wide selection of products inspired by science and nature with new innovations consistently added to its distribution lines, as well as own brand ranges.

New to the Brainstorm Toys collection is Build a Body, an activity set for kids aged eight and up. The hands-on anatomy set features a 28cm human model with 29 removable parts, including a skeleton and colourful organs. Children can explore bones and organs in detail, then display the built model on its clear stand. A secret code also unlocks online human body facts. Build a Body joins four existing science kits launched in spring/summer 2025 – Cool Chemistry, Create Crazy Bubbles, Dazzling Dig Kit, and Fun with Slime. The bumper sets have competitive retail price points offering lots of experiments comparable with larger sets on the market.

Brainstorm continues its award-winning partnership with the Natural History Museum with the launch of the Natural History Museum T-Rex Excavation Kit. This engaging set includes kidfriendly tools to chip, brush and reveal a realistic skeleton, which can be assembled into a 20cm model. The value-added kit also features a replica ammonite fossil and colourful poster, while a secret code unlocks extra T-Rex facts online.

The Outdoor Adventure Mega Explorer Kit joins the ever-popular Outdoor Adventure range, designed to get children outdoors and exploring in nature. This kit features nine essential tools for field trips, walks and nature studies including a net, brush, tweezers, two storage pots, trowel, hand-held microscope, binoculars and a useful storage bag to carry and store everything in.

Wild Wigglers are a fidget toy collection that are soft, squishy and endlessly stretchable. The pocket-sized, realistic looking creatures are ideal for little hands that love to pull, twist and squeeze. Children can pop them in water for a magical sensory experience, combining tactile fun with colour surprises. The Wild Wigglers are made from durable, flexible, tear-resistant materials.

Eugy continues to drive sales for retailers, and the new nature-inspired products are already much anticipated by fans who covet every new launch. New SKUs include Axolotl, Sperm Whale, Red Panda, Thorny Devil, Pufferfish, Ocean Sunfish, Dodo and Sea Horse. According to new research by Oxford University, the word of the year for Gen-Alpha is ‘Peace’, so the new Eugy Dove is predicted to be popular with collectors old and new. It features whispering wings of peace, a sky-painted body and olive beak of hope.

Aqua Dragons teach children about lifecycles as they hatch and grow these unique and fascinating creatures which date back to prehistoric times. The Aqua Dragons Deluxe Set features an illuminated tank, food and eggs that can be hatched into real live Aqua Dragons. Children simply need to add water, and they miraculously hatch in just two to three days growing up to up to 2cm long. Aqua Dragons Hatch ‘n’ Grow is a new smaller clear tank kit that gives children experience in owning and nurturing a first pet. Ever-popular Brainstorm products Night Sky Projector and Deep Space have been given a refresh to widen their audience and appeal. In addition to changing the product’s colourway to neutral grey, the packaging has been refreshed in the same shade and ‘Toys’ has been removed from packaging to open more retail channels and age ranges. In addition, Night Sky has two additional projector discs included in the pack showing the space shuttle in space and the astounding black hole.

Science & Nature

Trends UK

01295 768 078 | info@trendsuk.co.uk

2026 brings new kits from Science Mad! that will encourage inquisitive minds to explore the world around them in an innovative and interactive manner.

The team behind Science Mad! has been creating science toys for 24 years and the value of that experience can be seen in its latest lines. New for spring is the Science Mad! Squishy Dissectables Two Pack (Frog and Bat), a safe, hands-on anatomy set that invites children aged six-plus to explore the fascinating world of animal biology. Ideal for budding young scientists and curious minds alike, the set features realistic frog and bat models – each includes a detailed plastic skeleton within a soft, non-toxic gel body. Children can use the plastic scalpel to uncover organs and learn how body systems work. The reusable gel allows for repeated experiments and lasting play value. A fully illustrated instruction manual provides easy, step-by-step guidance.

This new kit joins many other items in the range, including the Around the World 10-in-1 Excavation Kit and the 2-in-1 Plasma Globe and Energy Bar.

For more information, get in touch with Trends UK at the details above.

Mojo Fun

01422 413 674 | www.mojofun.co.uk | sales@mojofun.co.ukuk

For almost two decades, Mojo Fun has been driven by a simple belief: children and collectors deserve models that ignite imagination, encourage learning and celebrate the diversity of the natural world.

2026 has seen the successful debut of The Enthusiast Collection, a premium boxed series created specifically for hobbyists, nature lovers and dedicated collectors, bringing something different and unique to the figurine category. This collection represents a major evolution for Mojo Fun, with higher grade sculpts, intricate paint application and stand out packaging. There was great interest throughout the toy fair season for this collection, in both London and Nuremberg.

Each model in The Enthusiast Collection comes with a unique QR code, offering information on feeding habits, geographical location and general information on each species, along with quirky facts. The bird series also contains an audio file with the song specific to each bird species, adding to the educational aspect.

There are currently two distinct ranges in the collection: Garden Birds and Koi Carp. The Garden Birds celebrate the familiar species that brighten parks, gardens and woodland, from European songbirds to North American garden birds. Each figure features meticulously researched feather patterns and refined colourations adding to the unique charm of the collection. There is the potential for growth as well, with new bird ranges already in the pipeline.

The Koi Carp series explores one of the world’s most iconic ornamental fish, filling an under-represented gap in the market. Featuring classic Japanese patterns that in some cases have taken over a hundred years to perfect. Sculpted in a style that captures their movement through water, these models showcase the beauty of these highly prized fish. There is also a stepping stone for growth within this area, with the potential expansion to game fish like Sockeye Salmon and Rainbow Trout.

There is a true attention to detail that makes Mojo Fun stand out against its competitors. Sculpt details are sharper, proportions are more accurate and paintwork is more nuanced and naturalistic. It is the strongest, most complete range the company has offered to date.

Mojo Fun predicts The Enthusiasts Collection’s growth will be in the gift and garden centre sectors, sitting nicely in their assortments rather than traditional toy shops, which in turn will cater to hobbyists that visit these types of stores. The company’s aim is to get this collection firmly placed in the market. The unique gift packaging was introduced to create an appeal to new age groups, as well as to capitalise on the growth of the Kidult market, bridging that gap between toy and collectible.

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: Moose and Playmobil.

fresh

PlaymobilKnights

Playmobil • 01268 548 111 • www.playmobil.co.uk sales_uk@playmobil.de

Playmobil is set to strengthen its position in the UK construction and role play category with the relaunch of Playmobil Knights, led by the feature-rich Large Lion Knights’ Castle. Arriving in May 2026, the new range modernises one of Playmobil’s most recognisable themes while staying true to the traditional medieval storytelling that has driven decades of sales.

The centrepiece Large Lion Knights’ Castle delivers the scale, detail and functionality UK retailers expect from a flagship Playmobil line. Designed to support extended play, the castle includes a working drawbridge, lockable gate, breakable wall and repositionable cannons, alongside interior features such as a dungeon, treasure chamber and lookout tower. These interactive elements encourage repeat play and make the castle a strong anchor product for both specialist and mass retail.

Opposing the Lion Knights are the Dragon Knights, based in the imposing Dragon Knights’ Tower. Built on a rocky base, the tower features a hidden cave, dungeon space and a movable dragon-head barrier guarding its entrance. A large red dragon perched at the top adds instant shelf presence and enhances the dramatic good versus evil play narrative that continues to resonate strongly with UK consumers.

The wider assortment has been structured to support collectability and incremental spend. Character-driven sets such as the Lion Knight Leader and Dragon Knight Leader provide clear heroes and villains, while action-led additions including the Dragon Knights’ Catapult and Lion Knights with Battle Cannon encourage battle-driven role play. The standalone Black Dragon, featuring a firing function for flaming arrows, is expected to perform well as an impulse or gifting line.

Aimed at children aged four to 10, the Knights relaunch also benefits from strong cross-generational appeal. Many UK parents grew up with Playmobil castles, making the range particularly relevant for family gifting occasions and shared play experiences.

With a clear story arc, a robust core SKU and a well-balanced supporting range, Playmobil Knights offers UK retailers a proven theme refreshed for modern play patterns, with strong visual impact and long-term sales potential.

For more information contact Playmobil using the contact details above.

MicroPets

Moose Toys • 01637 882 200 • www.moosetoys.com

Moose Toys has partnered with Tomy to relaunch MicroPets, the micro-robotic digital pets that originally debuted in 2002 and went on to sell more than 10m units worldwide.

The refreshed range forms part of a global rollout beginning in Asia in late 2025, with the UK confirmed as a priority growth market in 2026.

Reimagined for today’s digital-native children and growing Kidult audience, the new generation of MicroPets blends updated interactive technology with design influences drawn from contemporary Japanese kawaii culture. Co-developed by Moose Toys and Tomy, the brand has been positioned as Digital Kawaii, a term created specifically to describe the fusion of digital technology and Japanese kawaii culture at the heart of the range.

Each MicroPet features more than 50 interactive functions, including expressive LED faces, voice and touch responsiveness and multi-unit connectivity that allows multiple pets to dance, sing, race and react together.

As children interact with their MicroPet over time, they unlock new play levels and gradually learn the brand’s proprietary MicroPets Language, designed to reward long-term engagement. The initial line-up includes Kitten, Puppy and Bunny characters, alongside an ultra-rare Golden Kitty. The latter is set to anchor a drop-culture-inspired release strategy, reflecting a broader shift toward collectability and scarcity-led demand within the electronic toy category.

Ronnie Frankowski, CEO of Moose Toys, said: “It’s truly been an honour to work in partnership with Tomy to bring a beloved Japanese creation like MicroPets back to life. This collaboration represents the very best of what can happen when creativity, shared values and respect for heritage come together. MicroPets is a joyful celebration of play and culture, and we’re thrilled to share its charm with a new generation of children around the world.”

Akio Tomiyama, President & CEO of Tomy, added: “MicroPets was created through the joint effort of Tomy and Moose Toys, combining over two years of development. Nearly 20 years after the debut of the original MicroPets, we are thrilled to reintroduce its charm to the world once again. With this new version, we aim to express Japan’s evolving kawaii culture on a global stage.”.

With strong early retailer interest, the UK is expected to play a leading role in the brand’s next chapter as MicroPets reenters the global toy market in 2026.

Allegedly

If anyone from Amazon was in the room at the UK Retailer of the Year awards ceremony during London Toy Fair, they would have been left in no doubt about the gap between them (arguably the No. 2 account for many toy suppliers) and Smyths. As co-presenter Colin Houlihan announced: “And the nominees for online retailer of the year are… Amazon”, there was literally tumbleweed in the room. None of the whooping and cheering which literally every other nominee – supplier and retailer – received. As Colin filled the silence by saying “Awkward”, laughter followed. A damning indictment that an account which delivers so much turnover should produce such a response. Of course, it is highly unlikely that anyone from Amazon cares, but if I was hearing about this, I might reflect on whether anything could be done to rectify the situation…

Conversely, The Entertainer is trying hard to build strong relationships with the toy supplier community, as evidenced by the Schooled event which saw just about every GM, MD and SD from the leading toy companies converge on White City House during London Toy Fair. In many respects, it reminded me of the old GMTV parties, when you looked around the room and saw a veritable who’s who of the UK toy supplier community. But it’s one thing for a well-funded media operation to fund such an event – another thing entirely for a retailer to be the one pulling it all together. I thought that the main speech by CEO Andrew Murphy struck the perfect tone. There was a soupcon of ‘mea culpa’, a promise to do better and an invitation to suppliers to “bring us your best products, your boldest plans for activation and your most ambitious partnership proposals.” Exciting times at The Entertainer – changing times for sure, but many suppliers are keen for genuine competition to the market leaders. The head of one very large UK toy business said to me at Toy Fair: “We have a number one and a number two account, and then probably three or four number five accounts.” The message was clear: there’s an opportunity for someone – be that The Entertainer, Argos, B&M or anyone else – to really step up to the next level. Let’s hope 2026 is the year we see that happening…

It’s a sad fact that if a retailer is in a fragile position, the first few months of the year is often when they decide to wave the white flag of surrender. Already this year, Modella Capital has decided to pull the plug on both The Original Factory Shop and Claire’s Accessories in the UK. While neither are mainstream toy retailers, there were still opportunities for some toy suppliers that will now be curtailed. There was also some speculation around Game: I have seen an email from The Frasers Group confirming that it is the four remaining standalone stores which are actually going into administration. The concession stores and websites are said to be operating as usual, and the email confirms that suppliers will continue to be paid. Accounts are in the process of being transferred over to Sports Direct, so if you like to buy your collectibles at the same time as stocking up on sports socks and giant mugs, you’ll be relieved to know it’s business as usual. I also heard at Toy Fair that JD Williams would be

cutting its toy category from February – a move which will undoubtedly disappoint quite a few toy suppliers, but which offers an opportunity for retail competitors to grab some new customers and incremental business. Every cloud and all that…

It isn’t just the UK which is seeing retailers experiencing challenging times: over in Germany, the news that Rofu had initiated a restructuring process by applying for “selfadministration” came as a big surprise, while Toys R Us Canada has entered creditor protection under Canada’s Companies’ Creditors Arrangement Act, a restructuring process broadly similar to Chapter 11 bankruptcy in the US. Meanwhile, over in Italy, the Hamleys stores in Milan, Bergamo and Rome have been closed just two years after they were opened in partnership with local toy giant Giochi Preziosi. Implementation was swift: within 48 hours of the announcement first being made, all the stores had closed, with “temporary economic and financial difficulties” cited as the reason. Retail can be brutal at times – so much havoc and we’re only in February…

It is not just physical retail which is cutting jobs: Amazon recently announced a further 16,000 job losses – by accident! It has been reported that employees found out after they received a calendar invite with an attachment which contained Amazon’s ‘secret plan’ to fire people in the US, Canada, and Costa Rica. Just to make those people feel even better, Amazon said that the layoffs would “strengthen the company.” Good to see Amazon maintaining its people first approach…

Argos has announced that it intends to launch a marketplace in 2027. Details are scant right now, but the intention appears to be to offer consumers a wider choice of products and to – and I quote – make “better use of Argos’ expertise in technology and the support chain.” Toy companies will no doubt be watching with interest: the Argos website apparently has over 1 billion visits a year, so the eyeballs are potentially there. However, the frankly disastrous attempt by Tesco Direct to create a marketplace a few years back will still be fresh in the memory for many. And having recently signed up a toy company to handle drop shipping on toy lines that fall outside the remit of the Argos toy portfolio, it feels like there may be some potential conflict when it comes to its toy offering. Nevertheless, one to keep an eye on for sure…

Elsewhere in the online retail arena, it was interesting to see that JD.com will be introducing a dedicated express delivery service in Europe to support the launch of its new online business, Joybuy. Having failed in its attempt to acquire Argos last year, maybe JD.com is deciding that there is another way to establish a strong presence in the UK and European market. It certainly has the clout and the resources to mount a serious challenge to existing eCommerce players, if it chooses to do so.