Toy World Magazine November 2025

The Team...

John Baulch - @Baulchtweet

from thepublisher

Around this time every year, the debate starts as to when Christmas sales will kick in. Over the past month, numerous retailers have been releasing their ‘top toys for Christmas’ lists and festive catalogues, while some have already been running toy sales, presumably with the hope that consumers can be encouraged to start their festive shopping early. And I use the word ‘early’ because… in many respects, it is.

Go back a few decades and retailers realistically expected festive sales to start ramping up after Halloween and Bonfire Night. Of course, everyone in the chain would love the process to start earlier, but you can’t force consumer spending – encouragement through sales and promotions, catalogues and marketing can all help to lead them down the path, but ultimately shoppers will decide when they are ready to start spending in earnest.

Retailers will inevitably pressure suppliers to ramp up marketing efforts early in the hope of driving consumers into store, but if shoppers aren’t quite ready, suppliers are spending marketing budget largely to keep retailers happy –and I’ll leave you to debate the merits of that.

Of course, it’s easy for me to sit here and suggest to retailers that they should perhaps chill a bit and let consumer nature take its course – I appreciate that we all want the reassurance of tangible evidence that Christmas is coming. Achieving a balance between expectation and reality isn’t always an easy thing to do – as ever, I just hope no-one panics too soon.

That annoying November 26th budget announcement will definitely be a factor with some shoppers this year, and the more the media speculates about possible tax increases, the more some people will want to know where they stand before making the big decisions. And while you can argue the merits of ‘spreading the cost of Christmas’, it’s impossible to ignore the possibility that some consumers are going to leave it late, and no amount of marketing activity, promotions and crazy price-cutting is going to change that.

But let’s stay positive: talking to Mattel’s president and chief Commercial officer, Steve Totzke, at BLE, he was in buoyant mood, pointing out that the toy market is enjoying “an incredible year across the globe” and that the toy shopper is still the most valuable consumer to many retailers. It echoed a post from Dave Middleton on LinkedIn a few weeks ago, when he suggested: “Could we be living the good old days now and not realising it? Will we look back in 20 years’ time and remember 2025 as a great year and wish for it back?” Some

people will read this and think Dave has finally lost the plot, but if four decades in the toy market has taught me anything, it’s that we often don’t realise how good things are until we look back a few years later. And I very much hope I will still be saying this in two months’ time, after a memorable Christmas trading period (whether it comes early or late).

While the entire toy community is laser-focused on extracting maximum mileage from festive sales, it also has one eye firmly on the New Year – as indeed does Toy World. This month’s features switch their gaze to the early months of 2026, with an in-depth look at Q1 ranges (which we classify as new lines being launched between Boxing Day and Easter) and a separate focus on Outdoor Toys. Many suppliers and retailers see January as a great opportunity to launch new ranges, with kids often receiving money and vouchers for Christmas wanting new, fresh product to spend it on. However, I gather that one major UK retailer was adopting a rather different view in LA, suggesting that January “isn’t a big month for toy launches” and that it would be looking to “launch later because it’s easier.” Each to their own, and at least it leaves more opportunities for other retailers to get their teeth into and profit from.

Alongside the main issue, we’re also delighted to bring you our latest standalone Kidult Supplement this month. We received such an amazing response to the inaugural Kidult supplement which we published in June that we decided to publish a follow-up – and we’ve been delighted with the reaction. I’m sure that retailers who are looking for more information about this ever-evolving category and wanting to evaluate potential new suppliers are going to find plenty of inspiration throughout its 40 pages, which feature a wide selection of the leading players in the Kidult sector. The message from retailers and Kidult suppliers is loud and clear: the category is here to stay, and it is only going to grow in importance for many toy retailers.

We’re delighted to play our part in continuing to build that momentum by showcasing some of the best new Kidult ranges being launched in the coming weeks and months. We’ll continue to highlight the category in 2026, alongside all of the traditional toy ranges – because in the current retail climate, attracting the widest possible number of consumers to step over the threshold is an essential component in ensuring toy stores continue to thrive.

Here's hoping for a strong Christmas to round off what has been a healthy year for many toy retailers thus far and to give us a good springboard into 2026. Onwards and upwards.

News

BTHA shares what's new at Toy Fair 2026

Following the success of Toy Fair 2025 at Olympia, London, organiser of the show, the British Toy & Hobby Association, is set to welcome a range of new companies to Toy Fair 2026, with new features planned to enhance the experience for exhibitors and visitors alike.

Networking across the three-day event will be easier than ever in 2026 with a brand-new app designed to encourage connection between exhibiting companies, visitors and the media. Pre-scheduling meetings in advance is strongly recommended due to the busy nature of the event. As well as facilitating connections and diary management, the app will provide visitors with a one stop shop for all event information including exhibitor lists, floor plans, exclusive show offers, sponsor information and event schedules. The interactive element of the floor plans will also assist visitors to navigate around the show and discover companies and products they may have missed - such as in the Gold Zone, which will host an exciting roster of entrepreneurs and start-ups. All those who download the app will be able to access vital information, show updates and FAQs whilst managing meeting schedules directly with visitors, making the most of every minute.

Majen Immink, director of Fairs and Special Events at the BTHA, said: “Introducing a new app for visitors and exhibiting companies is a great way to encourage meetings and networking opportunities – a major benefit for everyone attending.”

The BTHA will welcome thirteen new companies to the Gold Zone line up for Toy Fair 2026. Industry leaders will have the chance to discover innovative products from game creators such as Bitter Rivals, Little Acorn Games and Gen42 Games. Also, book specialists Jo & Nic’s Crinkly Cloth Books and Lake Press will be showcasing their latest launches and best-sellers.

Elsewhere on the show floor, there will be a diverse range of exhibitors from across the toy, game and hobby industry. Stand space has been secured by companies such as KTL, Spin Master, Orchard Toys and Character Options.

Toy Fair is set to open its doors at Olympia, London from 20th-22nd January 2026. For more information, visit www.toyfair.co.uk.

IMC Toys appoints Basic Fun! UK as exclusive distributor

Basic Fun! UK has been appointed as the exclusive domestic distributor for IMC Toys in the UK, starting in spring 2026. This strategic partnership brings together Basic Fun! UK’s strong market presence and retail expertise with IMC Toys’ global portfolio of imaginative, character-driven brands. The collaboration with Basic Fun! UK marks a renewed commitment to delivering high-quality, emotionally resonant toys to children and families across the UK.

The partnership will debut with a focused rollout of IMC’s most beloved brands: Cry Babies, Bloopies and Baby Paws. Each will return to UK shelves with fresh innovation, new product extensions and robust marketing support. Looking ahead, IMC Toys and Basic Fun! UK will also introduce new developments across these core brands, alongside original IPs designed to make a bold impact in the UK market

“Strong partnerships are more important than ever,” commented Manuele Potente, managing director, IMC Toys. “Basic Fun! UK’s deep retail reach, especially within the independent sector, combined with its brand ethos and marketing approach, makes the company the ideal partner for our next chapter in the UK.”

Tim Ives, vice president, UK and EU DTR, Basic Fun! UK, said: “With our strong retail network and marketing know-how, we’re confident we can take IMC’s portfolio to the next level.”

Holly Lackey, director of Marketing & Licensing UK & EU, Basic Fun! UK added: “This is such an exciting collaboration. IMC Toys has created some of the most engaging toy brands in the market, and we look forward to supporting them with impactful marketing and retail activations.”

The partnership will be showcased at London Toy Fair 2026, where retailers will get the first look at the refreshed ranges and upcoming innovations across IMC’s portfolio. For more information contact UK sales by emailing bfuk@basicfun.com or calling 0118 925 3270.

Booghe Toys announces new retail store Game Guru

Booghe Toys has announced that it is taking its next big step in experiential retail. Following the success of its first physical store and virtual reality space, Booghe has launched a new brand: Game Guru, which opened the doors to its first location last month.

As a company, Booghe firmly believes in the idea of creating moments, not just selling products. This can be seen with its first physical store, where demo zones, play spaces and colourful designs created places people wanted to linger. It was further amplified with the addition of the virtual reality arcade, letting families, kids and enthusiasts step into immersive worlds.

Game Guru is the next evolution of that idea. Featuring a 4,000 sq ft space in Birmingham, it is a board game

café with retail and an event venue where:

• Families and kids play together in welcoming spaces

• Collectibles and games are part of the experience, not just the display

• Food and drink become part of the playtime, thanks to hospitality partner, Faheem Badur

• Regular trading card tournaments and learn to play sessions will build community

To deliver the hospitality element, Booghe has partnered with Faheem Badur, the restaurateur behind Qavali, Baloci, Mayan and Indico in Birmingham. His expertise will ensure that the café and dining experience is as strong as the games offer, encouraging customers to stay longer and return often.

Game Guru is not just a single store concept. It has been designed as a franchise model, with a second location already in planning. The vision is to create a nationwide community of game lovers where retail and hospitality blend seamlessly, attracting families, kids and passionate gamers alike.

Krishna Yadlapalli, founder of Booghe Toys, said: “Game Guru represents the next chapter for Booghe, where retail meets hospitality to create something truly new in the toy and games sector. This is about more than shopping; it’s about giving families, kids and passionate gamers a place to connect, play and stay longer.”

For more information, contact Krishna at krishna@booghe.com

Reydon publishes Christmas Gift Ideas trade catalogue

Now available to the trade, and widely delivered to its customer base, Reydon has launched the publication specifically designed for retail customers. It has been created especially for those looking for ideas, inspiration and quick wins to make an impact in store and online across the period running up to Black Friday and the crucial Christmas period. From gift bundles to premium seasonal essentials, Reydon’s focused catalogue offers options to suit every budget and taste.

Andy Griffin, Marketing director at Reydon, told Toy World: “It’s been another fantastic year, with retail having a notable bounce back after a challenging 2024. To support our customers further and enable them to continue that success, we wanted to avoid overwhelming them with the full back catalogue of Reydon lines in the run-up to Christmas, when they are particularly busy. It made sense to pick the best of the best.”

Some of the top picks for this year includes Team Merchandise, Nerf, Franklin Sports, PrecisionPlay, Fitness Equipment and much more. The catalogue also includes a Last Chance Deals section, which can be found at the back, for extra discounts.

Reydon’s presents competitively priced options with better margins, advanced marketing support and reliable stockholding. The company gives retailers the opportunity to buy popular brands at discounted trade pricing and is a primary destination for access to industry-leading products and trends, powered by its wholesale and expertise.

With a long-term business strategy to develop its sports offering with a toy-like spin, Reydon continues to help stores of all kinds build loyal customer bases, diversify product ranges, engage with the community, ensure healthy profit margins and foster strong customer relationships.

Brave Toys acquires My Creative Box

Brave Toys, the parent company behind the magnetic tile brand Connetix, has announced the full acquisition of My Creative Box, a leading Australian provider of educational activity boxes for children. This strategic move strengthens Brave Toys’ position as a thought leader in the educational toy market and reinforces its mission to champion learning through play.

Brave Toys initially acquired a 50% stake in My Creative Box in June 2024 and has now completed a full investment in the brand, officially welcoming founder Leanne Papadopoulos and her team into Brave Toys. During their successful partnership, Connetix and My Creative Box have worked closely together, including a standout joint showcase at the London Toy Fair earlier this year.

The acquisition reflects Brave Toys’ ongoing commitment to partnering with brands that share its values of creativity, connection and learning through play and marks an exciting new chapter in My Creative Box’s journey, opening doors to global growth and fresh possibilities. While the brand will stay true to its creative and educational roots, it will now benefit from Brave Toys’ international distribution networks, experienced team and streamlined operations.

Leanne Papadopoulos, founder of My Creative Box, said: “I’m so excited for what’s ahead with My Creative Box joining Brave Toys. With their support and incredible team, we can continue creating products that inspire children’s creativity and learning on a global scale.”

Brea Brand, CEO and co-founder of Connetix, added: “We’re beyond excited to welcome Leanne and the My Creative Box team into Brave Toys. We’ve always had respect for the way they lead their business with integrity and strong values. Bringing the brand fully into Brave Toys wasn’t just a business decision – it was driven by a shared purpose and a strong alignment in how we work and what we stand for.”

Connetix and My Creative Box will be exhibiting side by side at key international trade shows, including the upcoming London Toy Fair, Nuremberg Toy Fair, New York Toy Fair and other major industry events.

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BTHA honours two worthy award winners

The BTHA has announced that two special awards have been presented to long-serving toy retailers: Vernon Franklin, who received a BTHA Golden Teddy, and Philip Kaye, who received a BTHA Special Recognition Award. The awards were presented by Toymaster managing director, Yogi Parmar, on behalf of the BTHA during a recent Toymaster regional event.

With a combined length of service to the toy industry of more than 120 years, both were commended on their dedicated service to the industry through toy retail, commitment to their customers, trustworthiness within their companies and their humility.

Golden Teddy Awards are given to people who have served the toy industry for more than 15 years and to those who have gone over and above expectations, who possess an extraordinary degree of niceness, honesty and integrity and are the industry’s genuinely good people. BTHA Special Recognition Awards are given to individuals or organisations for their long-term, dedicated service and contributions to the UK toy industry.

Colin Houlihan, chairman of the British Toy & Hobby Association, said: “On behalf of us all at the British Toy & Hobby Association, my congratulations go to our two very worthy award winners for their loyal and substantial individual contributions to the industry over many years. They both represent what is good about our fantastic industry – dedication, integrity and going over and above expectations. My congratulations once again to them both.”

Funko launches Pop! Yourself in Europe

Funko‘s Pop! Yourself provides consumers with the chance to create personalised Pop! figures of themselves or loved ones. With a range of customisable features available, including different hairstyles, glasses, skin tones and outfits, everybody’s unique style, personality and interests can be celebrated with Pop! Yourself. Personalised Pop! Yourself figures can be ordered in a single or 2-pack option, with adult or baby figures available, making Pop! Yourself the ultimate gift to celebrate all of life’s moments, including weddings, engagements, birthdays and more.

“We’re delighted to be bringing Pop! Yourself to the EMEA,” said Jen Hann, General manager, Pop! Yourself. “Pop! Yourself gives everyone the opportunity to be the focal point of their own stories. Through personal stylisation and a wide range of customisable accessories, Pop! Yourself is all about championing individuality, as well as making the perfect gift for special moments, celebrations, holidays and more.”

With licensor collaborations in the pipeline, Funko plans to expand Pop! Yourself’s customisation features into 2026, adding even more accessories and character options to the platform for collectors and pop culture fans alike.

Pop! Yourself is available exclusively on FunkoEurope.com, with Pop! figures starting at RRP £40.

Cryptic Killers secures exclusive distribution deal in Canada

LA Brands, the parent company of Cryptic Killers, has announced that it has signed an exclusive distribution deal in Canada for the brand with Kroeger Marketing, marking a major milestone. Cryptic Killers is the murder mystery game that challenges players to become detectives, gather clues and evidence and solve a murder. LA Brands was introduced to Grant Chapman, COO, Kroeger Marketing, and his team through Cedric Delobelle and Rob Fort at All About Games Consulting. The partnership will see the full range of Cryptic Killers murder mystery case file games distributed exclusively by Kroeger across Canada.

Andy Hobbs, director, LA Brands, said: “Kroeger is a fantastic partner with a strong reputation and reach across the country, and Grant’s enthusiasm for the Cryptic Killers range matches our own.”

“This is a big win for LA Brands, and we’re proud to count them in our ever-growing roster of partners,” added Cedric Delobelle, CEO of All About Games Consulting.

“This is the kind of success we can achieve for our partners; we take their amazing products and open opportunities for them all over the world through our global network of connections. It is why we started All About Games Consulting in the first place.”

Grant Chapman said: “Kroeger Marketing is tremendously excited and honoured to announce our new partnership with LA Brands as its wholesale distributor in the Canadian market. We are proud to bring these innovative games to Canadian retailers and consumers across the country.

Having had the chance to experience their No.1 title, Cryptic Killers, I found it to be extremely exciting, suspenseful and absolutely one worth playing with friends or family. The Kroeger team looks forward to launching LA Brands and Cryptic Killers at retail in Canada this autumn.”

Cryptic Killers has a wide portfolio of murder-mystery games, with popular case files like Murder of a Millionaire, Murder at Mediluck Medicines, Murder at Merivale Manor and more. For more information and to view the full range, visit www.cryptickillers.com or email Andy directly at sales@cryptickillers.com.

ZipString completes second Kickstarter launch

Four years after ZipString launched its first Kickstarter campaign to introduce what went on to become an award-winning best-seller, the company has now completed its second hugely successful Kickstarter product launch – Aracna – topping its $20,000 funding goal within minutes and raising an impressive $714,750 from 10,013 backers.

Aracna is the world’s first reloading string-launcher, with patented cutting-edge innovation. Its design was spurred by the enormous success of the original ZipString, followed by the breakthrough ZipString Luma with glow-in-the-dark technology.

ZipString Aracna is auto-retracting, and is patented, viral and built to spark wonder through its cutting-edge innovation, with an added glow-in-the-dark feature. It includes a USB-C rechargeable cable and five strings of different lengths and colours.

The line has humble origins, starting as a Georgia Tech physics class experiment, evolving into a successful Shark Tank pitch by its co-founders – Austin Hillam and Stephen Fazio – and then becoming one of the industry’s hottest toys within two years. Fans of ZipString, known as ‘Zipsters’, now number in the millions.

“Of course, we’re overjoyed with the latest Kickstarter results,” commented Austin Hillam.

Stephen Fazio added: “Awesome as that is, we’re confident it’s still the beginning of greater growth ahead.”

For the rest of this year, Aracna will only be sold on Amazon and its own website. However, in 2026, it will be available at widespread retail, launching in the UK and EMEA from January 2026.

For UK trade enquiries, contact Marvin’s Magic on 01582 849 000 or magic@marvinsmagic.co.uk

Labubu joins the Topps trading card family

Fanatics Collectibles has launched its first Topps X The Monsters / Labubu trading cards – marking Labubu’s official debut in Topps Chrome form.

Labubu has grown into a global pop culture phenomenon, generating over £500m in product sales this year and inspiring over three million TikTok videos. Now, to celebrate the brand’s 10th anniversary, Topps Chrome brings Labubu’s playful, imaginative world to life through a limited-edition collector’s release. Product highlights include packs of five Chrome cards, with four Chrome Base Cards and one Chrome Parallel; Parallels to include Speckle Refractors, 10th Anniversary Logofractors and sequentially coloured versions and Ultra-rare autographs, with only 22 per subject.

Topps is the premier trading card brand of Fanatics Collectibles, a subsidiary of Fanatics global digital sports platform. Through Topps, Fanatics Collectibles offers a diversified, engaging, multi-platform product portfolio that includes physical and digital collectibles, trading cards, trading card games, sticker and album collections, memorabilia and curated experiential events. Other trading card properties operated by Fanatics Collectibles include UEFA Champions League, Major League Baseball, Major League Soccer, Bundesliga, National Hockey League, Formula 1,

Topps can be contacted on 01908 800 100.

Obituary: Adrian Carney

more.

It is with great sadness that we report the news that Adrian Carney, senior Commercial manager at Jazwares, has passed away.

Jonny Taylor, SVP Europe at Jazwares, said: “Adrian was a hugely respected team member and vital part of the Jazwares Europe team for over nine years. For the past six years, Adrian battled serious illness with extraordinary courage and dignity, never once complaining, no matter how difficult things became. As employee number six in the UK, he made a significant contribution to the growth and success of our business. His strength, positivity and professionalism were an inspiration to all who had the privilege to work with him.”

Adrian’s career began in the grocery sector, where he worked as a trading analyst at Ocado, then in buying at Tesco. He joined Entertainment One in 2013, where he used his skills to manage the top grocer portfolio, before working his way up through the ranks at Jazwares.

Former colleagues have been quick to express their sadness at his passing, remembering Adrian as a down to earth, funny, smart and supportive colleague and expressing gratitude for the time and laughter they shared together.

On Sunday, 21st September, family, friends and colleagues joined together at Adrian’s memorial, not in sadness, but in joy and laughter, to remember the amazing times shared. He was a devoted husband to his wife Anita and a proud father to Joey and Polly. He and his family asked that any gestures of kindness be made as donations to Isabel Hospice, whose support meant so much to him.

Toy World would like to add its condolences to Adrian’s family and all who knew him at this very sad time.

Industry Moves

Rachael Sutcliffe returns to Orchard Toys

Rachael Sutcliffe worked at Orchard Toys for almost seven years from 2014 to 2021 as a Product manager and as Design Studio manager. She now takes over the role of Marketing manager from Ali Brown who left the company for pastures new at the end of the summer.

Reporting into Orchard Toys’ senior management team, Rachael will be responsible for driving brand awareness and sales across the extensive and successful portfolio of Orchard Toys games, jigsaw puzzles, activity and colouring books, plus licensed properties Bluey and The World of Peter Rabbit collection.

Simon Newbery, managing director at Orchard Toys, said: “Rachael has so much experience across education, toys and parenting; she’s the perfect fit for Orchard Toys. It’s great to have her back on the team, and we’re excited to see the passion and impact she can bring to marketing the brand, especially as we head into Toy Fair season and another year of exciting new launches.”

Before her return to Orchard Toys, Rachael was at TTS Educational Resources as Digital Marketing manager, and previously as Brand and Partnerships Support manager. She has held positions at e-learning company The Day and ran her own copywriting company, Little Roots Copywriting.

Rachael said: “It feels wonderful to be back with Orchard Toys, and the creative and passionate team behind the brand loved globally for making learning fun for children.”

Moose Toys strengthens senior leadership team for further growth

Moose Toys has announced that Ronnie Frankowski will move into the role of Chief Executive officer and will oversee company-wide strategy and operations, driving performance, profitability and long-term growth from the company’s Australian headquarters while guiding the Senior Leadership Team. His appointment reflects Moose’s confidence in its exceptional leadership capability and commitment to developing outstanding talent from within.

Current CEO and co-owner Paul Solomon will transition to the role of Executive chairman, continuing to play a significant and highly visible role in shaping Moose’s future. Paul’s focus will centre on driving transformational change and growth, exploring big-picture opportunities and continuing to champion innovation and creativity across the business. A dedicated caretaker of Moose’s culture that has been carefully built over the last 25 years, Paul will ensure the company remains true to its purpose while positioning it for what’s next.

Paul Solomon said Ronnie’s appointment represents an important milestone at Moose: “Ronnie has made an enormous contribution to our business, helping drive our global success and leading our long-term strategic roadmap. He’s a trusted leader and a great partner, and I know he’s the right person to take Moose to the next stage.”

As part of this evolved structure, Moose has also refined responsibilities across key global functions to ensure greater clarity and alignment. Steve Arkveld, who has been leading the US business, will step into the newly created role of chief Commercial officer. Current COO Ben Dart will serve as chief Operations and Financial officer, while current CFO Daniel Henquin becomes chief Risk, Legal and Compliance officer. The broader senior leadership team – including Kata Zahra (chief People officer), Joost Poulous (chief Product officer) and Ranki Lo (GM of Far East) – will continue in their current roles with a renewed future focus.

Ronnie Frankowski said: “It’s an honour to step into the CEO role and lead Moose through its next chapter. This is an important part of our maturation as a company, evolving how we work to ensure we continue to thrive in an ever-changing world.”

Khadou boosts Sales team with strategic hires

Khadou is welcoming Richard Dinham as National Account controller and Hannah Bamford as Key Account manager.

Richard Dinham steps into the National Account controller role, bringing a wealth of experience and established industry relationships. Richard previously served as Sales director at Sambro and spent a significant amount of time as a Senior National Account manager at Character Options. His proven track record in account development, and deep understanding of the market, will be crucial in driving the continued expansion of Khadou’s Pop Culture collectibles division.

Hannah Bamford joins as a Key Account manager, leveraging over a decade of dedicated operational and sales expertise. During her tenure at Sambro, Hannah progressed from Key Account executive to the leadership position of head of Sales Support. Her extensive background provides a unique, holistic perspective on managing complex client relationships and ensuring operational excellence, making her an invaluable asset to the team.

Max Nelson, Sales director, commented: “We’re on an exciting journey right now, and it’s all about bringing in people who share our drive and ambitions. Our range has never looked stronger, packed with in-demand licences that are resonating across the industry. To keep that momentum going, we need sales talent that can match our vision and push us further. Bringing in Richard and Hannah is a big step forward, and with their expertise, we’re confident Khadou is on course to become a true leader in the pop culture and collectibles space.”

Richard can be contacted on richard@khadou.com and Hannah on hannah@khadou.com.

Marketing World

Playmobil to premiere new commercials

In spring 2025, Playmobil launched its new brand campaign: The World Is Your Playground. In this quarter, traditionally the strongest in terms of sales, Playmobil is setting powerful brand and sales-driving impulses. With new commercials airing in several European countries, the brand once again places children’s imaginative play at the centre. This time, the focus is on the play worlds Princesses & Unicorns, Police & Firefighters, Animals & Friends and Pirates & Dinos.

In the campaign, everyday situations are transformed into extraordinary adventures through children’s imagination. The new commercials tell standalone stories; each clearly tailored to its respective theme world. This showcases the diversity of the Playmobil range, from animal companions and magical experiences to adventurous expeditions.

The ads are deliberately aimed at two target groups: children are inspired in their creativity, while parents experience the emotional relevance of the brand in everyday family life. The commercials also highlight the fun of playing with Playmobil through the features of the products shown. With this dual approach, Playmobil strengthens its position as a staple in family households and reinforces its mission to put imagination and play at the forefront.

The campaign is being rolled out internationally across all relevant channels: traditional TV spots and video-ondemand will ensure broad reach, while social media and digital out-of-home will increase visibility in the daily lives of the target audiences. In this way, Playmobil combines wide public presence with targeted engagement of families in digital environments.

Get in touch with Playmobil on 01268 548 111.

Strikesphere scores big with football star brand ambassadors

Two of football’s brightest young talents, Adam Wharton (Crystal Palace midfielder, FA Cup winner and England international) and Lenna Gunning-Williams (Tottenham Hotspur Women and England U23 forward), have signed as brand ambassadors to promote Strikesphere, the new innovative sports tech brand from Golden Bear that encourages young players to elevate their skills.

Perfectly positioned to boost the brand to new heights, ambassadors Adam and Lenna embody Strikesphere’s mission to make football training more accessible to all players and are keen to use their influence to help build engagement and confidence in the sport.

Adam said: “I love the challenge of the Strikesphere Soccer Dash. It takes me back to playing in the garden with my two older brothers, where every game was competitive and I wouldn’t stop until I came out on top. That’s what makes it so exciting, it brings out that same determination to win.”

Lenna, fresh from her England U23 debut, added: “Grassroots training and academy coaching are vital, but so is kicking about in the park. I still remember using a skills trainer my dad bought me, all that practice in the garden helped give me belief in my abilities.”

From entry-level products like the Kick Tracker and Counter Ball, to more advanced football training tools like the Soccer Dash reaction game or the Soccer Launcher, the full Strikesphere lineup is designed to support children’s ever-growing passion to be the best football player they can be by keeping them active while refining their skills as they age and advance in the sport.

Chris Smith, Brand manager for Strikesphere, said: “We’re absolutely delighted to welcome Adam and Lenna to the Strikesphere brand. Both are young, rising stars who’ve risen from grassroots football to playing at the very highest level. Their journey reflects the passion and dedication at the heart of our brand, and their influence across UK football makes them the perfect ambassadors to inspire the next generation.”

To learn more about Strikesphere, get in touch with the Golden Bear team at 01952 608 308, www.goldenbeartoys.com or customerservices@goldenbeartoys.co.uk

Topps launches nationwide 3D ad van campaign

Topps, the premier trading card brand of Fanatics Collectibles, has hit the road with a 3D ad van campaign in celebration of the all-new 25/26 Match Attax UCC Collection. Designed to bring the excitement of collecting to young fans where it matters most, the Match Attax van visited schools in London, Manchester and Birmingham.

Fuelled by the energy of the playground collecting community, the van delivered high-impact visuals as it drove past schools across the country. The 3D digital display immortalised some of the biggest names in world football as passerbyers got a close-up look at this season’s most talked-about cards, including Red Hot Lamine Yamal, Ice Cold Cole Palmer, Ronaldinho x Neymar Lethal Combo and the legendary 100 Club cards, featuring this week’s Ballon d’or winner, Ousmane Dembélé.

Created by OOH production agency Mobile Media, the campaign is a key part of Topps’ mission to engage the next generation of collectors, tapping into schoolyard culture and combining it with state-of-the-art outdoor creative. The 3D ad van format adds a bold new dimension to the launch, seamlessly placing Match Attax cards into physical, real-world environments.

Joe Heatley-Baillie, Marketing director for UK & ROI at Topps, said: “The new Match Attax UCC Collection is all about raising the game, and this activation certainly brought the uniqueness of collecting to life. We wanted to create a truly memorable experience for kids and collectors, and there’s no better place to celebrate football fandom than in the schools where so many young fans first fall in love with the game.”

The Match Attax UCC Collection for 25/26 is now available in stores nationwide, with a wide range of formats to suit both new fans and seasoned collectors.

For more information, stay tuned at Topps FC’s Instagram channel for the latest updates and news.

BABY born for babies combines sensory play elements with comforting softness to create a perfect first friend for every baby.

With teething ring, squeaker, crinkly paper and practical clip

With teething ring, crinkly paper and rattle

Opinion

How to harness AI to win in Q4

In the age of AI-driven marketing, UK toy advertisers gearing up for the all-important Q4 period can now combine tried and tested seasonal insight with cutting-edge automation. Christmas gift shopping in the UK begins earlier than ever, and platforms like Meta, YouTube and TikTok increasingly rely on AI to connect brands with holiday shoppers. Understanding how to feed these AI systems the right inputs, and avoiding outdated tactics, means toy marketers can maximise their campaign effectiveness this peak season. Holiday purchasing patterns have shifted forward, and UK consumers are known to start their Christmas shopping sooner than any other market, with consumer trend data showing that Christmas gift-related content on social platforms starts spiking from early October. This early buzz matters because those who begin gift hunting earlier tend to spend significantly more overall: a Mintel study found UK buyers who started before 1st November spent on average £437 on Christmas, compared to £301 for those who waited until later. By detecting and acting on early intent signals, AI can help advertisers reach these high-value shoppers as they start browsing. Brands that launch campaigns early and fully utilise AI will stay front of mind as parents and gift-givers build their wish lists.

As peak season approaches, all major digital platforms from Meta’s Advantage+ to Google’s Performance Max and TikTok’s Smart Performance campaigns will lean heavily on AI to serve the right ad to the right user. To fully unlock AI’s potential this season, advertisers must ensure their campaign setup aligns end-to-end with their business goals. The first step is to produce creative assets that match the objectives set. If the goal is awareness or social engagement, the creative might focus on storytelling and brand values. If the goal is direct conversion, ads should feature clear calls to action to drive urgency. Brands should select campaign objectives and optimisation events that reflect true

success. For instance, a toy brand aiming to boost profitable sales should experiment with value-based bidding (optimising for higher-value purchases) alongside volume, since value optimisation can drive higher return on ad spend and larger basket sizes. By structuring campaigns with the right creative messaging, appropriate objectives and meaningful success measures, toy advertisers can give the AI the right steer.

Advertisers should recognise that the algorithms perform best when fed with broad, high-quality inputs in terms of creative, audience and campaign objectives. Overly narrow targeting or restrictive campaign settings can starve the AI of the data it needs to learn and optimise. Instead, marketers should supply a rich mix of assets and let the machines do the heavy lifting across placements like Feed, Stories, Shorts and Reels. A blend of awareness, traffic and conversion goals can double overall brand lift versus focusing on a single outcome, as well as increase direct and organic search traffic. The takeaway is to provide a variety of creative formats and clear conversion goals, then allow the algorithm to identify pockets of demand that manual targeting might miss.

Digital advertisers have long been conditioned to chase clicks, but in Q4, clicks alone do not tell the full story of ad impact. 81% of Meta’s weekly users do not click on any ads, even during peak weeks. These passive viewers might still go on to purchase in-store or via search after seeing an ad, especially where a parent might see a video and later buy the item without ever clicking the ad link. Telling the AI to optimise solely for cheap clicks or high click-through rates can lead marketers to miss out on the majority of potential buyers. A better approach is to optimise for incremental conversions, those sales that would not have happened without exposure to the ad. Brands should be looking to advanced measurement tools and conversion lift tests to help identify these truly influenced purchases and should judge their

Q4 campaigns by the extra toys sold, not just by who clicked on an ad.

AI may be orchestrating the media delivery, but creative is still king. Creative quality is the single biggest multiplier of campaign effectiveness, accounting for around 50% of ad effectiveness in digital campaigns. Even the smartest AI needs the spark of human insight, and a strong creative strategy can help brands achieve greater scale and resonance. Increasingly, the best-performing creatives in toy marketing is coming from creators. Partnering with influencers, popular toy unboxers, or kid-friendly content creators can dramatically improve relevance and help algorithms find receptive audiences. They can also supply unique signal to platform AI, helping to train the algorithm to seek lookalike viewers who might not be reached through traditional ads. By tapping into the builtin authenticity and following of creators, holiday campaigns can perform better than traditional ads alone.

Q4 in the toy industry can be make-or-break, but brands have an arsenal of AI tools to ensure no opportunity is missed. By combining these principles with a healthy dose of holiday creativity, toy marketers can confidently navigate this season’s cross-platform complexity. The result will be AIenhanced campaigns that not only deliver clicks, views or likes, but real business value.

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Licensing World

Wigston Global launches licensing initiative with Crayola

Wigston Global, a leading brand development and licensing agency, has announced a new licensing agreement with Crayola, one of the world’s most iconic and trusted creative brands. The partnership will focus on developing innovative products that inspire creativity, learning and hands-on discovery for children and families across multiple global markets.

With Crayola’s vibrant and imaginative spirit, the collaboration will introduce new ranges, including educational learning and art tools, sensory play products, STEAM-based activities and construction-focused kits. Designed to encourage imagination, problem-solving and skill development, these new products will provide fun and engaging ways for children to explore and understand the world around them.

Ben Cornwell, Sales director at Wigston Global, commented: “This partnership represents a significant milestone for us. Working closely with Crayola, we aim to create opportunities that bring together education and play. Sensory, STEM and construction-based ranges are central to our plans for the future, and together we will build a strong foundation leading into Creativity Week 2027 and beyond.”

Crayola Creativity Week is an annual educational initiative that provides schools, families and libraries with inspiring and interactive content delivered by world-renowned creative talent. The virtual event gives educators and parents resources to help nurture children’s creativity and supplies them with the tools to bring their ideas to life, encouraging imaginative expression and innovative thinking. Last year, more than 13.2m students and 820,000 teachers from 122 countries participated in the standards-aligned programme. Crayola Creativity Week is an integral part of Crayola’s Campaign for Creativity advocacy programme, which speaks to the importance of creativity as an essential life skill in preparing children for success in any career.

“We’re thrilled to partner with Wigston Global to expand Crayola’s brand presence in innovative ways that resonate with today’s consumers - while staying true to our core mission of fostering creativity,” added Rob Spindley, director of Licensing International at Crayola. “Their deep understanding of brand building and licensing strategy makes them an ideal partner as we continue to inspire creativity through new experiences and products.”

Both companies share a vision to inspire children through creativity, with plans to introduce a wide variety of products that will support learning both at home and in educational settings. To find out more, get in touch with Ben at ben.cornwell@wigstonglobal.com.

Hunter Price enters the Upside Down with Stranger Things

Hunter Price International is set to launch its debut Stranger Things collection in the UK ahead of the highly anticipated fifth and final season later this year on Netflix. The cross-category product approach has seen the Stranger Things signature style be brought to life across hair accessories, water bottles, stationery, reusable shopper bags, cosmetic bags, hot water bottles, gift sets, mugs, accessories and jewellery. The range from Hunter Price will be available later this year across the UK and Europe. Since its debut nine years ago, the hit Netflix show has garnered a remarkable following, captivating audiences around the world. With the highly anticipated fifth instalment on the horizon, excitement is building among its dedicated fanbase, further cementing the show’s status as a true cultural phenomenon.

Allana Holmes, Commercial director at Hunter Price International, said: “Stranger Things has captivated us all over the years, and it’s been a dream assignment for the team to bring the show to life through creative consumer products. Developing credible cross-category products which do justice to our brand partners and connect with the consumer is what we love to do, and this partnership has been a great one so far. Stranger Things will certainly have a place in the hearts of its audience for a long time to come.”

For further information on Hunter Price International’s portfolio of licensed and own-brand offering across toys & activities, stationery & creative play and lifestyle & accessories, please contact the team at home@hunterprice.co.uk.

Heathside Trading and BBC announce return of Doctor Who TCG

Heathside Trading and BBC Studios have announced a new agreement to bring back the wildly popular Doctor Who trading card game, Battles in Time. Originally launched in 2006, the game became a fan favourite before ceasing production in 2009. Now, in time for its 20th anniversary, Heathside will relaunch the original game alongside new lines designed to fit seamlessly into any Whovian’s collection.

“We have a long history of working on trading cards at Heathside, and a few of us were collectors of the original Battles in Time game, so we’re thrilled to be bringing it back to fans with all-new cards,” said Darren Epstein, EVP of Global Business Development at Heathside. “We’re excited to be expanding our range with BBC Studios following the success of our wider Dr Doctor Who collectibles portfolio, and we look forward to bringing even more iconic products to fans.”

A representative of BBC Studios commented: “Doctor Who has one of the richest archives in entertainment, and Battles in Time is a beloved part of that legacy. We’re delighted to be working with Heathside to bring this iconic trading card game back to fans, both in its original form and with exciting new additions. It’s a fantastic way to celebrate the 20th anniversary and continue engaging audiences with the world of Doctor Who.”

The new range will debut in 2026 on MasterReplicas.com, with products launching for preorder throughout the year.

To find out more, get in touch with Heathside on 01282 775 778, www.heathside.biz or at sales@heathside.biz.

Licensing World

Ms. Rachel Tonie inspires language through music

Tonies has revealed its latest licensed Tonie – Ms. Rachel. The Ms. Rachel Tonie brings the beloved educator and YouTube star’s signature approach to early learning directly to Tonieboxes. Families can enjoy exclusive audio content and fan-favourite songs designed to spark imagination, support language development and encourage screen-free play.

Throughout the Tonie, Ms. Rachel models parentese and communicative musicality; speaking with clear, sing-song intonation that helps babies and toddlers build language skills while enjoying music, stories and playful dialogue. Children join Ms. Rachel, Herbie and Mr. Aron on interactive sound adventures exploring the alphabet, colours, feelings and daily routines, making learning joyful for both kids and caregivers.

The Ms. Rachel Tonie is available now. To get in touch with the Tonies team, visit www.tonies.com

Asmodee secures exclusive rights to Lord of the Rings tabletop games

As the exclusive provider of category management services to Middle-earth Enterprises (MEE), Asmodee will oversee the strategy in close collaboration with Middle-earth and lead development of the tabletop range, working alongside external partners and experts of the industry, as well as Middle-earth’s growing team of creative and lore experts.

The goal is to provide Middle-earth fans with the best tabletop gaming experience through a coherent portfolio across all genres and audiences while growing Middle-earth Enterprises’ footprint in the industry. Existing licensing agreements between tabletop game publishers and MEE will continue in their current form. Asmodee has established a dedicated team for the tabletop games category management under the helm of Luke Peterschmidt, an industry veteran of 30 years.

“Becoming the exclusive category manager for such iconic works is an exciting milestone and a testament to 25 years of a successful relationship with Middle-earth Enterprises”, said Thomas Koegler, CEO of Asmodee. “Our teams share a passion for connecting people, creating memorable experiences and immersive storytelling that have resonated with fans around the world. We’re looking forward to ensuring that high-quality, innovative tabletop games set in Middle-earth, whether coming from our studios or external publishers to Asmodee, continue to meet and exceed fan expectations.”

Going forward, Asmodee will be responsible for the growth and expansion of the category within the global tabletop games industry.

Lee Guinchard, CEO of Middle-earth Enterprises, added: “With its unique combination of game creation, publishing and distribution capabilities, Asmodee has defined modern tabletop games for the past 30 years. This is an exciting new chapter in our long-standing relationship with Asmodee.”

Asmodee invites publishers of tabletop games and gaming accessories who wish to create products inspired by the legendary world of Middle-earth to reach out to them at mettglicensing@asmodee.com.

Craft Buddy gets creative with Hasbro

Craft Buddy has signed a multi-territory licensing agreement with Hasbro to bring some of its most recognised and loved global brands into the Craft Buddy creative portfolio.

The multi-year agreement will span many of Craft Buddy’s best-selling product categories, including DIY collectibles, wearables, gifting and items to craft and display throughout the home. Designed to appeal to all ages, the collaboration offers creative projects for children aged 4+, brand super-fans and the fast-growing kidult audience.

Peppa Pig remains a pre-school powerhouse in 2025, stronger than ever as the franchise enters a transformative new era. The introduction of baby Evie in Peppa Meets the Baby has already captured the hearts of families worldwide. With Evie now appearing in brand-new episodes airing this summer, the Peppa franchise is sparking fresh excitement, driving new storytelling, product innovation and fan engagement across every touchpoint.

Transformers continues to spark excitement with bold new stories and experiences. 2024 saw the release of its first-ever fully CG animated film, Transformers One, exploring the origins of Optimus Prime and Megatron with strong critical support. In 2025, the universe expanded further with the launch of Transformers: Cyberworld on YouTube, immersing a new generation of fans in fast-paced adventures.

My Little Pony is thriving on multiple fronts. This year marks the 15th anniversary of the pop-culture phenomenon, Friendship is Magic, a milestone that continues to inspire celebrations across the globe. With a thriving fan community, fresh content on the horizon, and bold new ways for fans to experience the brand through fashion, publishing, digital and live events,

My Little Pony is capturing imaginations like never before.

Gary Wadhwani, co-founder and director of Craft Buddy, said: “Working with Hasbro is a hugely exciting milestone for us. Peppa Pig, Transformers and My Little Pony are global icons with cross-generational appeal, and we see huge potential in aligning them with the creativity and collectability of Crystal Art.”

For further information on these new launches, contact  trade@craftbuddyltd.co.uk.

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.

Collecting one’s thoughts…

Over the last five years, some of the fastest growing properties on the market have been driven by sales of collectibles. Melissa looks at what types of collectibles are driving this growth this year.

The UK toy market continues to enjoy strong value growth in 2025, with every month up on 2024 sales, leading to a total market value increase of +7% YTD September 2025. In 2024, the final quarter of the year accounted for 46% of annual value sales and 38% of volume sales; while the market can still change, at present the UK toy market is on course for its strongest year since 2020.

However, one particular type of toy is helping to drive this growth – collectibles. Circana defines collectibles as “items collected as part of a series, potentially with a poster/picture of all items to collect.” Collectibles sit across many categories within the market, from stickers to plush to action figures and playset collectibles. Overall, collectibles account for 17% of value sales

YTD September, or £302m. Furthermore, the category has grown +18%, more than twice as fast as total toy growth. This means that more than one in every five toys purchased is a collectible. Over the last five years, some of the fastest growing properties on the market have come from this category. So what type of collectibles are driving growth this year?

Pop! is the top property for AF Collectibles, as well as the number two collectible property across the total market. There has also been strong AF collectible growth from Minecraft, with NanoMetal Figs Minecraft from Simba the best-selling item. In addition there has been growth from anime lines like One Piece and Demon Slayer, and horror lines such as Five Nights at Freddies and Stranger

Melissa Symonds

Executive director, UK Toys, EuroToys

2024, Non-Strategic Trading Cards and Collectible stickers is down this year. However, World Soccer remains the third largest property for Collectibles across the total market. For Standard Building Sets Collectibles, Lego Minifigures Formula 1 Collectible Race Cars, Minifigures Series 27 and the recent release of Minifigure’s Across the SpiderVerse range have all driven growth in construction collectibles.

Accounting for 34% of Collectibles value sales is Strategic Trading Cards, which is not only the largest collectible subclass, but is also the second fastest growing subclass across the total market. The strong performance of Pokémon cards throughout 2025, in addition to the more than double digit growth of Magic: The Gathering, has seen this category grow +78% in 2025 and this growth doesn’t seem to be slowing down any time soon. Action Figure Collectibles is the second largest collectible category, accounting for £1 in every £5 spent on Collectibles. Funko

Things. While collectible Plush has declined by 19% this year, it remains the third largest collectible category with Squishmallows still the number one property. There has been growth from Fuggler, which has been expanding distribution with Zuru and gaining share, as has Cookeez Makery from Moose Toys.

In Playset Dolls & Collectible, L.O.L. Surprise! is still the No. 1 property, but there has been growth in 2025 from the No. 2 property, Sylvanian Families, as well as growth from Squish-a-longs, Yummiland and Hello Kitty. Miscellaneous Toys has a number of collectible lines with Zuru’s 5 Surprise and MGA’s Miniverse the top collectible properties, as well as a number of collectible key chain ranges. Compared to the success of the men’s Euro Football Championships in

Despite strong performance and share growth in the first nine months of this year, it is worth noting that in 2024, Collectibles’ share of the total market dropped from 15% of value YTD September 24 to 11.5% for Q4 2024. Value growth for Collectibles continued ahead of the market for Q4, but at a slower rate than the beginning of the year, as many consumers focused on bigger ticket items for Christmas. This trend is likely to repeat this year, although given the current momentum, Collectibles should remain an outstanding area of the UK toy market for 2025 as a whole.

Collectibles continues to evolve with new lines in the last twelve months ranging from Skibidi Toilet to the Moriah Elizabeth Costume Series, demonstrating the variety of ranges available. Collectible appeal spans age and gender, with many adults as well as kids collecting their favourite range. Social media can drive a range’s popularity as demonstrated by the recent explosion of Labubu. With an average selling price of £8.54, collectible toys come at an affordable price point for many people, and with such a wide range, no matter the age of the recipient, it seems that there is a collectible for everyone.

Item Progression:

First

VTech’s First Steps Walker is an evergreen line for Infants and was the No.1 item within the Infant/Toddler & Preschool Toys supercategory for September, helping the Walkers subclass to grow +6% for the month. VTech Baby was the No. 2 property in total ITPS for September.

Fastest SubclassesGrowing

As seen throughout 2025, Standard Building Sets continues to be one of the fastest growing subclasses, growing +22% or an additional £60.5m versus 2024. September was a strong month for Standard Building Sets: in addition to the strong growth from Formula 1 and Lego Botanicals, Lego One Piece contributed to growth as well as Lego Wall-E.

Strategic Trading Cards has also had an outstanding 2025, with sales up +77% YTD September. Pokémon continues to contribute to this growth but in September, Magic The Gathering’s Spider-Man has also performed strongly, driving Magic to +66% growth for the month.

Action Figures is the third fastest growing subclass with Jurassic World, Marvel Universe, Transformers, WWE and Minecraft all increasing by double-digits this year. In Action Figures Collectibles, Funko Pop remains the top selling property with Minecraft, Sonic the Hedgehog and Mr Beast Lab all contributing to growth. Miscellaneous Toys growth of +14% YTD is supported by both Zuru’s 5 Surprise and MGA’s Miniverse performance. However, Fugglers and Blox Fruits have also been adding value growth to the category in the last few months. Preschool Talking and Sound growth is driven by TonieBox, with the recent release of Tonie Box 2 boosting sales.

Radio/Remote Control Ground/Sea/Other growth is driven by Lamborghini, Formula 1 and Cars the Movie growth YTD. Infant Plush is up +26%, with Ms Rachel now the top property, as well as an increase from Paddington Bear. Playground Equipment growth is driven by Trampolines, up +4% as well as growth in Playsets and Sand & Water Boxes YTD. Battling Toys & Playsets is up an impressive +63% YTD with Beyblade and Pokémon driving growth for the category.

Talking Shop Tradition with

a mission

Toy World chats to indie retailers to find out how they make their selections, how business has been lately, what lines are trending this year and how they’re getting ready for the busy festive season.

Jayne Carpenter - Totally Toys, Bristol

AAs a Toymaster member, we visit the regional shows and the May Show, to see all the newness coming out throughout the year and help us decide which products to add to our shelves. What I like about being a Toymaster member is the excellent communication from representatives who can answer questions and assist with anything we need. This year’s May Show was absolutely amazing, much grander than we had imagined, and we got to see most of the companies we work with, all under one roof. This was our first time attending and my dad, Paul Carpenter, who has been the owner of the shop since 1988, was awarded a Golden Teddy which was a very special moment. I’m now taking over the store as he starts his retirement.

Since attending the Toymaster May Show, we have taken on a good few new suppliers, including Plus-Plus. We really liked the look of its expanded range, with some very nice products on display and excellent show deals. We’ve doubled our order of Plus-Plus, as were so impressed. The company has offered to host a Make and Take event at our store during half term and we’re going to take them up on that next year. We’ve also started working with Aurora World – its Palm Pals range of plush food has been extremely popular with our customers. Another new supplier we began working with this summer is 3D Studio Gifts; its Jigglets range of 3D printed collectibles has been a phenomenal seller for us.

Outside of the new ranges which we picked up at the Toymaster May Show, we’re seeing strong sales of Hot Wheels collectible cars. Fidget toys continues to be a hot trend. It’s interesting how the trend has evolved from fidget spinners to anything squishy and tactile. The popularity of sensory toys has really taken off, with new

squishies of all shapes and sizes coming out constantly.

Brainstorm’s Eugy range of 3D model kits is also performing brilliantly. We’ve stocked it for several years now and the range is showing no signs of slowing down at all – just when you think the brand has come out with every animal imaginable, it surprises you with brand new additions to its ever-expanding collection. Anything

Talking Shop

collectible is selling well at the moment, so to have a collectible craft brand, like Eugy, provides something different for consumers.

One of our biggest challenges is competing with online retailers. It’s just so quick and easy for customers to find products and price compare online – however, small high street retailers like us have had price comparison challenges for as long as I can remember. It used to be Argos, then it was Amazon and now we’re up against the whole internet. Nevertheless, I'd like to think that there will always be people who like to shop locally and in person, and who think of high street retailers as important. If you don’t use it, you lose it. I believe that that message is hitting home and will encourage enough people to keep supporting high street retailers.

Our main point of difference is we can offer the in-store experience, especially for customers who don’t know what they want to buy – it’s harder to do that online, it’s much better to go into a shop and be able to browse products, see them in person, feel them and test them in the moment, getting advice from store staff – a picture online is not going to give shoppers that experience.

I also feel that online shopping takes away from the excitement of the shopping experience, especially for children, whose faces light up when they enter a toy store. In the same way, even as retailers, ordering ranges online will never be as satisfying as going to a trade show, talking to suppliers and seeing products in person before deciding what to order. I can’t buy into a picture, but if I go to a trade show and I’m being shown how a product works and the quality of it, that’ll help me make a confident

Lisa Clay - Armadillo Toys, Leeds

Our store carries a multitude of brands, and we are often so packed that we need to constantly evaluate which brands are working and how we can create a few extra inches of shelf space for new arrivals. I’m addicted to finding new lines and am always on the lookout for product ranges to incorporate into our offering. New suppliers we’ve started working with this year include BTL Diffusion, Hippychick (Crocodile Creek) and The Source Wholesale. All of the new ranges we’ve brought in from these suppliers are selling extremely well – we’ve been particularly pleased with the Les Ptipotos soft toys collection from BTL Diffusion, which has been a great addition to our plush range.

We find that there are so many ways to discover new brands. Social media and the internet play their part, and customers also keep us informed about what’s trending. I’m part of a WhatsApp group of fellow independent toy shops, which means we can help each other in many ways, including sourcing new products. There’s also the traditional route of visiting trade fairs; although this remains very important, it is no longer the only way we source new stock.

The trends and product categories driving sales and footfall into our store at the moment include squishy fidgets, with the Gump stress ball range from Speks (Baby Republic) being one of our best-sellers, and, of course, Pokémon, which remains in high demand. We’d love to get more stock than we are allocated with Pokémon, because we know it will always sell almost immediately.

There are, of course, challenges which we face as an independent retailer. While competition from bigger retailers like Amazon used to be our main concern, more recently, the volume of small parcel imports coming into the market has been affecting all aspects of UK trade, not just the toy industry. The rise in popularity of the major platforms is a real concern; the convenience and low prices are a major pull for customers, and quality and safety are not at the forefront of their minds when they see a bargain that’s hard to resist. However, we pride ourselves on offering exceptional service, higher standards and more of an experience for our customers and their children. No cardboard box with a smile on it can replace the IRL smile on a child’s face when they visit a real toy shop.

We wish there was a bit more support from the government; taxation and business rates should be fairer to independent high street stores. It’s an age-old problem I’ve been struggling with since opening in 2003 and never seems to get much better.

I was particularly worried after last year’s budget, wondering how I would be able to manage all the increased costs loaded onto my business. Business rates and wages have increased, and we had to adjust staff hours to survive. However, we do seem to be performing well so far this year, which has mostly been due to creating extra margin where we can, to compensate. I’ve not been shy to ask about any discontinued lists or discounted offers from suppliers and using these to offer ready-to-go gifts and prewrapped birthday presents that are convenient for the customer to pick up. This gives us a much better margin and increases profitability overall; it’s just a question of being reactive to circumstances.

As we get ready for Christmas, we will have a festive window including a tree decorated with gift tags for our annual Toy Appeal. The proceeds are donated to the Trussel Trust Leeds and West Foodbank and our local church, which collects for underprivileged children.

decision quicker.

For us smaller retailers, order quantities can be a challenge. With large minimum order quantities, you can easily end up with excess stock, especially in the current financial climate. Ordering from distributors has gone a long way to solving this problem for us. For instance, we get Hasbro products from Wind Designs and Mattel Hot Wheels ranges from Kayes of Cardiff. This is brilliant and the arrangement works very well, as we know we can order one offs and smaller quantities; because of that flexibility, we’ll probably end up increasing our sales with those companies. It’s always easier adding to an order that you’ve already got.

I am optimistic about 2026: while there will always be passing trends, there are some classic brands, like Lego and Galt, that will always be reliable. We’ve got an excellent customer base, and it’s all about looking after our bread and butter, as my dad would say. I took over the business in April, and he’s guiding me through the next steps as I take over fully as the owner of the store. My new year resolutions include becoming better at social media. My dad never really utilised social media for the business, but it’s much more important to make the most of those tools nowadays. Although today’s grandparents make up a large percentage of our customer base, we need to be able to reach younger parents in this increasingly technology-savvy world.

Although I’ve been working in the shop a long time, it’s a bit different to have the responsibility for everything, as owner. I hope to do my dad proud, as he enjoys his wellearned retirement.

Talking Shop

Wayne Kincaid

Plaza Toymaster, Llantwit Major, Wales

Plaza Toymaster is a family-owned independent toy store which has been trading since 1981 in Llantwit Major on the Bristol Channel coast, one of the four towns in the Vale of Glamorgan. As a relatively small town, we have a loyal following in the local community.

When deciding which new products to stock, I pick toys and brands that I like the look of. That said, my selections can also be influenced by feedback from other Toymaster members whose opinion I trust – and by repeated requests from customers for a particular item that they’re looking for in store. Our main product ranges are reviewed and refreshed on an ongoing basis, bringing in whatever’s new from our regular suppliers, as newness keeps the store interesting.

There are only two trends this year that I would say have increased footfall: the first being Pokémon trading cards. Every time a new theme is released, there has been a huge buzz surrounding it. The second one is Pop Mart’s Labubu; so many children came into the store over the summer looking for them, but every child left the store disappointed with this one.

However, there has been a lot to be positive about this year so far - which I didn’t think I’d be saying at the start of year. As mentioned, Pokémon has been huge, Lego continues to be a core sales driver and evergreen collectibles such as Sylvanian Families blind bags, Hot Wheels cars and Eugy figures have all continued to sell well. However, it’s the Pocket Money aisle where we have seen the most added sales this year; it really has been tremendous. Whether it’s squishy, slimy, fidgety toys from One for Fun and Kandy Toys, Jigglets from 3D Studio Gifts or, more recently, Brainrot, there has just been so much going on in this department, and the kids have been all over it. In fact, I’ve been very pleased with sales right across the store.

I’ve been anticipating supplier price increases being the biggest challenge this year. Customers are only willing to spend so much, considering financial pressures at home. Thankfully, we haven’t been impacted too much (yet) by high increases. Supply chain issues remain, as does competition from online sales and big box discounting, but these factors have become a regular fixture these days, and in all honesty, I don’t waste time worrying about them anymore.

We’d love to see a bit more support from suppliers, just the basics, really: as low as possible carriage paid orders, sensible MOQs, dealing with issues/ faulty products swiftly and a little support now and again if we buy into an absolute klunker of a line. Some are great at all of the above, and some have room for improvement.

Looking ahead, I’m quietly optimistic, despite the obvious challenges. Let's be honest, every year for what feels like the last decade, there’s been some factor or other making business difficult and yet, we’re still here. Perhaps being a small player has actually been a strength. I certainly feel we can be reactive to new trends, for instance, and since 2020 and the Covid pandemic, customers seem to have come to cherish their local indie toy store more than ever.

indie viewpoint

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Right on queue…

AAs we write this, we have just had the latest Pokémon TCG launch, and we must say, we do love Pokémon! After handling countless such queues, we are well drilled now, with our regular customers all waiting in line for us to open up on launch day. The queueing was all very civilized, and we still had stock of some lines going into the following weekend, which led to us having a very strong weekend for the time of year.

Trade has been very positive over the last few weeks. The second half of September saw a slight slowdown, but it was still a strong month overall, and October looks like it will end up well. Other than Pokémon, the Lego Gameboy line has been very popular, and the Lego Into the Spiderverse Minifigures continue to be in high demand. We’ve enjoyed the fact that so many new items have been hitting our bestseller lists during September and October: we’ve been delighted with the reception for Baby Three from Kandy Toys, and we’re looking forward to Kimmon launching from Character.

Another new brand which has been very popular is Brainrot; suppliers have jumped on this craze quickly with plush, trading cards and blind bags from PMS all selling well. We’re being asked repeatedly for anything from K-Pop Demon Hunters and have brought in posters and mugs from Pyramid. These two new licences are very hot at the moment. The F1 category is also going from strength to strength, with the new Hot Wheels F1 range from Mattel proving extremely popular.

We had withdrawn a bit from Halloween in previous years but have decided to move back into it more this year. As it was nicely timed for a Friday, this means stronger sales, and there does seem to be an appetite for anything spooky or creepy at the moment. We have kept our range tight, but brought in themed face paints, masks and some plush lines. Halloween lines used to be everywhere, so it was difficult to compete, but we find the market is not so saturated now, so there are definitely sales to go after.

Outdoor toys is a successful category for us all year round, even through the winter months., and our bestsellers in this category by both value and quantity are footballs. We keep ball stands out in our stores all year round, and buy in our footballs deflated, to save on price and maintain a healthy margin. We purchased an electric pump and use that to inflate them, to ensure we keep the stands fully stocked. It’s a bit of extra work but a profitable area that sets us apart from other stores. Alongside the footballs themselves, we’ve also expanded our range of football-related products, as that sells all year round too. The Kickmaster range from MV Sports has been a hit, and the same can be said for Premier League team licensed products from Reydon Sports.

Like most other toy shops, we are finding that the Kidult market is a massive growth area for us and really helping to drive footfall and new customers into stores. The key for this category is to keep on top of what customers want, what new lines are coming out and being really quick to react when they do. We have significantly increased our Funko range across more licences to cater to demand. As we mentioned earlier, the Hot Wheels Collector ranges sell just as well for us as the toy car ranges now, especially the F1 lines. Burago’s ranges (which also include F1) are also really popular. Even the Disney Cars Diecast are collectible now, and popular with adults. MGA’s Miniverse and Zuru Mini Brands appeal just as much to adults as kids. There has never been more to keep on top of, but that’s a good thing. As an independent, we can be more nimble and react quicker than our larger competitors. It keeps us on our toes, but it is well worth it!

Special Feature

Hamleys

Christmas is coming to

Toy World’s Caroline Tonks took a trip into London to visit Hamleys’ flagship Regent Street store, where she met with Karen Dennett, Hamleys’ senior international buyer, to discuss this year’s Festive 15, Hamleys’ growth in 2025, what’s on the cards this holiday season and more.

As always, Hamleys’ Regent Street store is a bustling hub of excitement and curiosity, with young kids running around in anticipation of finding their next new toy and staring up in awe as demonstrators show off the latest hit products. Characters greet visitors as soon as they step inside, a smile on their faces and an enthusiasm that is infectious.

Nestled at the back of the ground floor is Santa’s Grotto. Despite the holidays not quite yet upon us, the room is decked to the nines, with warm colours, Christmas trees and presents all around. Senior buyer, Karen Dennett, sits in Santa’s chair, surrounded by this year’s Festive 15 – the stores’ picks of the top toys for Christmas 2025. Over 15,000 new toys launched into the toy market in the last 12 months, with Hamleys’ senior buying team sifting through the endless product to determine their 15 festive recommendations. According to Karen, the team doesn’t have a set criteria to make this decision, as they want their choices to be authentic picks that reflect current toy trends and purchasing patterns.

“What we have noticed this year, which goes back to Toy Fair in January, is a shift to simplicity,” states Karen. “We are seeing strong sales growth all around, but where we’re seeing the really good sales growth is on simple play patterns, like our soft toy division. It’s always been one of our top performing categories, but this year it’s seen phenomenal growth. The world is a bit complicated at the moment, so to have a touch of simplicity is perfect.”

This year’s Festive 15 showcases a wide variety of product, from bouncy balls and teddy bears to cuddly food and fashion dolls, with a broad selection of suppliers

on the list alongside Hamleys’ own heritage brands. Each product chosen ties into the others through simple or evergreen play patterns, no matter if it’s plush, dolls, tech or collectibles.

2025 has been a solid year for Hamleys, with strong footfall in-store year-round. Tourism is back too, if not up, from where the store was pre-pandemic, making up a core part of Hamleys’ business. Due to its central London location, footfall is never an issue for the store, and its domestic customer base is also going strong. On top of this, Hamleys’ other UK locations are performing well, including locations in Glasgow and Westfield White City, along with its travel stores in airports and train stations.

Besides Hamleys’ Festive 15, there’s a wide variety of ranges that have performed well across the year. A number of successful film releases have been accompanied by in-demand product – Minecraft and Stitch both had a massive boost at the time of their cinematic release, but that momentum has remained strong at Hamleys, plateauing at a high level. “They’ve almost become evergreen brands already,” says Karen. “We’ve got a section for Stitch on the second floor and Minecraft is dotted all around the store. These properties haven’t fallen away like some other films.”

The Hamleys brand is a significant draw to consumers. It has a large product range that caters to tourists, with items such as tote bags, keyrings and pens in London prints like black cabs and double-decker buses. These are extremely popular items, according to Karen, especially in the travel stores.

She adds: “Paddington is a really iconic British brand, and at Hamleys, I would say we over perform compared

to other retailers in supporting it. You come into our store and Paddington is everywhere. We like to think that Hamleys is an iconic brand - and Paddington is too; we’ve got that perfect synergy. We even have a few exclusive items with Paddington.”

Hamleys caters to a wide audience, not just young children. The basement of the flagship store is a Kidult wonderland, with a dedicated Harry Potter area and Pop Mart, full of collectibles and blind boxes that are taking social media by storm. The fourth floor shows off Hamleys’ tech side, with its drone area and a permanent Scalextric racecourse, while the fifth-floor houses Hamleys’ Lego

Special Feature

portfolio, with the likes of Lego Technic which caters to 18+. The second floor is home to the Hamleys boutique, which opened in April. Ideal for tweens and keeping them a part of the toy industry for longer, this area offers everything from nails, hair and dress-up to shoes, bags and face paint.

With the Festive 15 officially released and Halloween now behind us, Christmas is ready to officially kick off in-store. Although the summer holidays are a very busy time with the high tourist numbers, the toy store’s peak season, like most retailers, is Christmas. Santa’s Grotto opens to the public from early November, with tickets in high demand. “When we put the tickets on sale for Santa’s Grotto, there was a massive queue by 10 o’clock before it even opened,” says Karen. “Within a matter of days it was completely sold out. Hundreds of people were emailing us from August to see when tickets were going to go on sale.

“Other retailers will run a grotto, but not at the scale we’re able to do. We have multiple rooms and entertainment too. Going to Hamleys at Christmas has become a tradition, and the average dwell time for customers can be over two hours. There’s a lot to see and do, so people will be here for a long time; it’s busy and buzzing. Sales data is already telling us that we’re going to have a good Christmas; no matter how tough the rest of the year has been, families want Christmas to be as special as it possibly can be. The whole team is really positive going

into this part of the year.”

Hamleys

The entertainment team will be dressed up as elves, dancing around the store and drawing customers in. The popular open-top Hamleys bus will be making a return, packed with characters to elevate the experience. “Customers have to pre-book this experience, but the bus will pick families up at the store and take them around the West End to see all the Christmas lights. Lots of fun goes on whilst they’re on the bus. Previously, we’ve done it for nine to 10 days, but this year, we’re running it for eight weeks because it was so successful. This also sells out really quickly.

“This is our second year collaborating with the Langham Hotel just up the road, where we host a Hamleys Afternoon Tea for kids, which is also extremely popular. This year, we’re connecting the bus tour with the afternoon tea, before everyone is brought back to the store at the end of the route.”

The famous Hamleys Christmas window unveiling will take place on 6th November, showcasing what Hamleys believes will be its key items for Christmas. This has become a big event for the toy store over the last few years, including a stage, red carpet, character appearances and even live music. Last year, the crowds were at least 10 people deep, and this year, for the first time ever, there are even plans to light up the entire building in true Christmas fashion.

Festive 15 (in no particular order):

• The Lego Marvel Spider-Man vs. Doc Ock Subway Trains Scene Set (Lego)

• Roblox Dress to Impress fashion dolls (Click)

• Ty Beanie Bouncers (Ty)

• L.O.L. Surprise! Magic Flyers (MGA Entertainment)

• Hamleys Market Place Food Pizza Slice (Hamleys)

• Soccer Dash (Golden Bear)

• Human Controller (Tomy)

• Robosen Mini Robot – Toy Story Kit – Woody (Robosen)

“We deliver entertainment like no other retailer can do; it’s theatrical,” states Karen. “This is our strength and definitely our point of difference. 16 years ago, Hamleys had one full-timer and one part-timer on the entertainment team. This year, there will be 50 elves alone. This just shows how big entertainment and demonstrations are for our business. The team in total is probably closer to 80 people now.”

Entertainment has always been a big part of the Hamleys experience, which has seen a natural evolution to the scale it’s at now. Data has shown that customer dwell times are longer when there is more reason to stay in-store, like entertainment, theatricals and demos, prompting the development of the toy store to the Hamleys that delights children and families today.

Karen concludes: “What we do may seem quite extreme, but we’re doing it for a reason. It just doesn’t happen anywhere else on such a grand scale, so we really stand out. Everyone is welcome; we don’t charge anyone to come in and interact with the entertainment team. There are always toys in certain fixtures that kids can get on the floor and play with. A lot of thought has gone in to engagement, dwell time, fun, taking away barriers and building the experiential.

“Christmas is an amazing time in store, and we can’t wait to see all our customers enjoying what we have on offer.”

• One Piece Egghead Arc Series (Mighty Jaxx)

• Micro Drift RC (Hamleys)

• Star Wars Power Crystal Lightsaber (Hasbro)

• Peppa Pig Evie with Blanket (Character Options)

• Sky Trails: S1 Starter Kit (Playmobil)

• Wooden Hamburger Stacker (Hamleys)

• Hamleys Bertie Heritage Teddy Bear (Hamleys)

Special Feature

Selfridges gets a royal Disney makeover Disney

A new immersive Disney Princess and Frozen castle activation has been unveiled at Selfridges in London. Ollie Pryor, director of Retail UK & Ireland and eCommerce EMEA at The Walt Disney Company, discusses the importance of this installation and its wider significance for Disney and its partners.

Disney has unveiled a bespoke new retail activation at Selfridges’ flagship London store, bringing the magic of Disney Princess and Frozen to life through an installation in the Toy Shop on the fourth floor. The 47m² Castle Build features immersive design elements and a curated product range from leading licensee partners, offering a standout branded experience for shoppers.

Speaking on the project, Ollie Pryor commented on the initiative’s significance: “The Disney Princess and Frozen Castle installation at Selfridges represents a significant milestone in our elevated and immersive retail strategy, bringing two of our most beloved brands to life in a way that’s visually spectacular, enticing shoppers in with product still front and centre.”

Located at the heart of Selfridges’ Toy Shop, the build is a standout branded environment, complete with illuminated castle turrets, media screens and a curated product selection spanning Dolls, Dress Up, Plush, Playsets, Collectibles, Construction and more.

“This initiative is the result of months of collaborative planning between Disney, Selfridges and our industryleading partners, including Mattel, Lego, Jakks Disguise, Ravensburger, LeMieux, Just Play and Funko – all of whom have played a vital role in shaping the experience,” added Ollie. “The product range offers

everything from popular, evergreen products such as Lego’s Mini Arendelle Castle and Elsa's Ice Palace, Disney Princess kids’ costumes from Jakks Disguise and Mattel’s Elsa and Anna Singing Fashion Dolls, through to Lego’s Princess Castle and Royal Pets, Mattel’s Light-up Feature Cinderella Fashion Doll and Jakks’ Disney Princess Toddler Dolls. Shoppers and fans alike can also find Moana as she continues her wayfinding, with Mattel’s Moana 2 Singing Fashion Doll.”

Both the Disney Princess and Frozen brands continue to enjoy widespread appeal; but despite considering them evergreens, The Walt Disney Company is keen to ensure that the magic goes on for fans. “The widespread product showcased in the space demonstrates the phenomenal appeal the two brands hold, and our commitment to bringing them to life for consumers in new ways,” explained Ollie.

The Castle Build is designed to remain in-store over a long-term period, offering a consistent and engaging destination for shoppers and fans of all ages. “This is a prime example of how Disney is delivering immersive storytelling at retail and driving category growth, while celebrating the evergreen appeal of Disney Princess and Frozen,” Ollie added.

“We are excited to bring this space to life along with our network of licensees. Feedback so far has been a testament to the importance of creating meaningful retail moments that resonate with consumers and elevate Disney Princess and Frozen’s toy retail presence.”

The activation can be found on the fourth floor of Selfridges, Oxford Street, London.

Special Feature

Outright Games

Family gamingfriendly with Outright Games

What is Outright Games and what does it bring to the wider gaming industry?

Outright Games is a global video games publisher dedicated to delivering high-quality family entertainment to audiences worldwide. We focus on creating interactive experiences with some of the world’s most beloved entertainment brands, ensuring gaming is both accessible and enjoyable for younger players and families alike. By championing safe, fun and engaging titles, we create opportunities for shared play across generations. There’s a breadth of games within your portfolio. What are some of your standout properties?

We’re proud of our strong partnership with Paramount, which enables us to bring some of its most iconic family brands to life in the gaming space. Last year, we released Teenage Mutant Ninja Turtles: Mutants Unleashed, a game that captured multi-generational appeal by connecting nostalgic parents with their kids.

Paw Patrol has been a standout success, with titles like Paw Patrol: Grand Prix and Paw Patrol Mighty Pups Save Adventure Bay becoming favourites for young players and their families worldwide. Most recently, we introduced Paw Patrol Rescue Wheels: Championship, expanding the franchise with an exciting new racing adventure

Nick Ricks, head of Games and Licensing at Outright Games, shares with Toy World readers the company’s expansive licensed games portfolio and stand-out properties, starting with the new Paw Patrol Rescue Wheels: Championship.

that highlights the teamwork and fun at the heart of the brand. Our collaboration has also grown to include Dora: Rainforest Rescue, giving a new generation the chance to connect with a favourite character through immersive play.

These franchises resonate globally and embody the values of fun, teamwork and adventure, making them ideal for family-friendly gaming.

Paw Patrol Rescue Wheels: Championship has become a leading family-friendly title. What do you put its success down to?

Paw Patrol Rescue Wheels: Championship is the first monster truck racing game in the franchise, giving players the chance to race, drift and perform stunts across Adventure Bay, the Mountain and Foggy Bottom. It’s designed to be accessible for children as young as three, while offering the excitement and replayability that keeps older players and families coming back for more.

What sets Paw Patrol Rescue Wheels: Championship apart as a hit with families is how it blends enjoyment with meaningful play. Players can take on the roles of their favourite rescue pups, unlocking special abilities and teamwork-based challenges along the way. The game also supports local co-op and split screen, encouraging shared experiences that can strengthen family connections.

Beyond gameplay, it reflects the core values of the Paw Patrol brand – teamwork, problem solving and courage – helping kids to engage in imaginative, positive play in a safe environment.

With a strong focus on licensed games, how does Outright Games offer short-term and long-term support?

Our strategy is to create games that capture the

immediate excitement of a property while also sustaining its lasting appeal. In the short term, we maximise impact during the launch period through marketing, influencer and press partnerships, and close collaboration with the licensor to align on strategy, development and any potential blockers.

Over the long term, we maintain engagement through ongoing partnerships, sequels, content drops and multiplatform support, ensuring relevance for both new and existing audiences. We work closely with licensors to build focus around anniversaries, new TV seasons or film releases to amplify these moments and extend the game’s reach.

This approach ensures our titles continue to add value to both licensors and players well beyond launch.

Special Feature

A.B.Gee

A.B.Gee scales up operations and partnerships

2025 has been a year of momentum for A.B.Gee and 2026 is poised to follow the same path. Anna Vaughan, Marketing manager, shares how the company has grown this year, from expanding its warehouse to opening a brand-new showroom, and reflects on the current market and how A.B.Gee is supporting its clients and customers.

How has 2025 been for A.B.Gee, so far?

2025 has been a really positive year for us. We’ve felt a real sense of momentum in the business, both from our longstanding retail partners and from new connections we’ve made. One of the real highlights was Toy Fair 2025: our stand was buzzing with activity from morning until close, and the reaction to our new ranges was outstanding. The feedback from buyers was overwhelmingly encouraging, and it’s always energising to see the industry come together under one roof.

Since Toy Fair, we’ve seen strong growth with our direct dispatch customers, an area of the business that continues to go from strength to strength. The ability to supply retailers and their online customers quickly and efficiently has become increasingly important, and we’re proud of the way our systems and service have adapted to support that. We’ve also broadened our reach beyond traditional toy retailers and independent stores - garden centres, gift shops and buying groups have all become an increasingly important part of our customer base. For many of these partners, toys is a complementary category that adds real value, whether it’s driving footfall, providing strong gifting opportunities or offering something unexpected that captures consumer attention. What new distribution partnerships and ranges have you added to the portfolio this year and how are they performing?

This year has been one of the most exciting for portfolio growth at A.B.Gee. We’ve welcomed a number of fantastic new partners, including Red Toolbox, Blueprint Toys, Loungefly, Tubbz, Jakks Pacific, Jakks Disguise and Melissa & Doug. Each of these brings something fresh to our offer, from innovative construction kits and beautifully designed stationery to classic play brands and licensed dress-up.

A particular standout has been Loungefly. The brand has been performing exceptionally well, exceeding expectations across multiple categories. Its blend of collectible quality, unique designs and strong pop-culture licences has struck a chord with retailers and consumers alike. We’ve seen incredible demand, and it’s quickly become one of the highlights of our portfolio this year.

You have recently expanded into new offices. Can you tell us about the move and new showroom?

To support our expansion, we’ve recently had a new mezzanine floor built within our warehouse, complete with brand-new offices above. This development has created valuable extra space for stockholding and operations, while also giving our teams a modern working environment. At the same time, we opened a brand-new additional showroom. This allows us to showcase our expanding ranges in the best possible way, giving retailers a chance to see the breadth of our portfolio first-hand and experience how the new brands sit alongside our established favourites.

What is the company looking forward to in 2026?

One of the things we’re most excited about is returning to Toy Fair with a newly designed stand layout. The updated design will give us more space to showcase our growing portfolio and create a better experience for buyers, making it easier to see the breadth of ranges we now offer.

We’re also aiming to continue enriching our product offering with new distribution partnerships, strengthening our position across key categories and adding even more variety for our retail partners. Alongside this, we’re focused on developing new relationships with customers while also deepening the partnerships we already have.

What are the biggest challenges for wholesale distributors in the current climate?

Like many in the industry, toy distributors are navigating a number of challenges currently. Extended shipping times due to ongoing issues in the Red Sea mean maintaining stock levels throughout the year is far more problematic. Rising shipping costs driven by the extended distance and time that alternative shipping routes need has put pressures on retail prices and margins. At the same time, consumer spending patterns are unpredictable, with families being more selective about where they spend their money. In turn, retailers are more cautious with stock and distributors need to be flexible enough to help them react quickly to demand without overcommitting.

Another challenge is the pace of trends. Social media can create overnight hits, but those same products can cool off just as quickly. Distributors have to balance agility with stability, making sure we can supply what’s in demand today while still supporting the evergreen ranges that retailers rely on. In short, the biggest challenges are about balancing speed, reliability and value in a fastmoving and competitive marketplace. The distributors who succeed will be the ones who can stay agile, provide consistent service and support retailers with the right products at the right time.

What are the major advantages for your distribution and retail partners in working with A.B.Gee?

The real strength of working with A.B.Gee lies in the combination of our extensive product range, our service and support. We offer one of the broadest portfolios in the industry, from the biggest global toy brands to exclusive and trend-led ranges that help retailers stand out. Our long-standing relationships with companies such as Hasbro, Mattel, Zuru, Funko and Spin Master sit alongside new partnerships with names like Loungefly and Melissa & Doug, giving our partners access to everything from core volume lines to the latest collectibles and gifting opportunities.

Service is equally important. With a 75,000 sq ft distribution centre, next-day delivery, low carriage paid orders and a growing direct dispatch offer, we give retailers the flexibility to stock confidently and react quickly to demand. Our recently built mezzanine floor and brand-new offices have expanded our operational capacity even further, while our new showroom provides the perfect environment for partners to experience our ranges first-hand.

What really sets us apart, though, is the support we provide. Our dedicated sales team works closely with retailers to understand their needs, while our curated seasonal guides and market insights make it easier to identify the products that will perform. We see ourselves as more than a supplier; we’re a partner committed to making our customers’ lives easier, helping them manage risk and ensuring they have the right products at the right time.

And because the market moves fast, we make sure our partners are always in the know. With regular marketing campaigns, weekly newsletters and up-todate communication on new launches and trends, we keep our finger firmly on the pulse of the industry, so our customers never miss an opportunity.

Special Feature

Cryptic Killers, the ever-growing murder mystery case file game from parent company LA Brands, was born during the Covid-19 lockdown and is the brainchild of Andy Hobbs and Luke Stephenson. When Andy and Luke found themselves playing puzzle solving and mystery games to pass the time during the pandemic, they discovered a love of the gameplay experience and realised there was a real opportunity to take the concept further.

“We wanted to refine the concept, make it more immersive and present it in a way that would appeal to a much broader audience,” explains Andy. “At that time, the true crime genre was exploding in popularity, which gave us the spark to develop Cryptic Killers.”

The Cryptic Killers games are built around immersive narratives with authentic details, clever twists and logical solutions. This means that when players finally crack the case, it feels genuinely earned, not a win by random chance. Andy and the team work hard to make the cases accessible to wider audiences, by varying the theme of each game. Players can solve a whole range of murders, from the untimely deaths of a musician and a millionaire, to intriguing cold case files from Miami and Mount Mortimer.

Initially, Cryptic Killers was very much an eCommerce brand. “Our games were sold almost exclusively online,” explains Andy. “Over the past year, with the support of All About Games Consulting, we’ve been able to expand our network dramatically and step into retail in a much bigger way. We’re now onboarding a mix of high street retailers and independent sellers, and the response has been nothing short of extraordinary. The uptake has surpassed our expectations. It’s exciting to see how quickly the range has gained traction with retail buyers and their customers.”

What’s been most encouraging for Andy is seeing retailers recognising not only the uniqueness of the games, but also their versatility. Cryptic Killers can be merchandised across a variety of store types, from toyshops and bookshops to gift stores and lifestyle retailers. The brand is even breaking boundaries by moving into new countries. It has recently been announced that Cryptic Killers has secured exclusive distribution in Canada with Kroeger Marketing, marking a major milestone for the brand.

On the distribution deal, Andy comments: “Thanks to the connections and expertise of Cedric Delobelle and Rob Fort at All About Games Consulting, we were introduced to Grant Chapman and his team at Kroeger. The partnership will see the full range of Cryptic Killers murder mystery case file games distributed

Killer killergames, sales LA

Andy Hobbs, director, LA Brands, tells readers about the continued evolution of the company’s hit brand, Cryptic Killers, the murder mystery game that challenges players to become detectives, gather clues and evidence and solve a murder.

exclusively by Kroeger across Canada. Kroeger is a fantastic partner with a strong reputation and reach across the country, and Grant’s enthusiasm for the Cryptic Killers range matched our own.”

“This is a big win for LA Brands,” says Cedric Delobelle, CEO of All About Games Consulting. “This is the kind of success we can achieve for our partners; we take their amazing products and open up opportunities for them all over the world through our global network of connections.”

Grant Chapman, COO, Kroeger Marketing, adds: “Kroeger Marketing is tremendously excited and honoured to announce our new partnership with LA Brands as its wholesale distributor in the Canadian market. We are proud to bring their innovative games to Canadian retailers and consumers across the country. Having had the chance to experience their No.1 title, Cryptic Killers, I found it to be extremely exciting, suspenseful and absolutely one worth playing with friends or family. The Kroeger team looks forward to launching LA Brands and Cryptic Killers at retail in Canada this autumn.”

Cryptic Killers is also garnering interest in the UK. Andy is delighted with the response from Toymaster members and is putting a focus on building this relationship in a meaningful way. Part of that is offering new merchandising solutions and expanding the range, so members have more variety to offer their customers.

“We’ve been proactive in supporting the buying group by attending regional shows and ensuring we’re included in Toymaster catalogues, which has been a great way

to connect directly with members and showcase the brand,” he explains. “What stands out to us is the strong sense of community within Toymaster. It genuinely feels a collaborative way to work, and we’re proud to be a trusted supplier to members as we continue to grow together.”

As it continues to gain momentum, Cryptic Killers has received positive feedback from customers. By the end of this year, the brand will have sold over one million units. “This is a milestone that still amazes us,” states Andy. “Alongside that, we’ve received more than 25,000 customer reviews, which not only validates the quality of the games, but also give us invaluable insight into how people are playing and enjoying them, and what they want next. One of the things we’re most proud of is the level of repeat customers. Players aren’t just picking up one game and moving on; they’re coming back for the next case file, the next mystery, the next challenge.”

“We have a busy pipeline of products in development, with many already written and close to launch,” continues Andy. “Without giving too much away, the line-up is diverse, and we are confident it will keep Cryptic Killers fans engaged with fresh challenges and surprising twists. One of the most exciting projects is our first licensed game, created in partnership with Banijay Rights and based on the Peaky Blinders IP. We cannot wait for players to experience a murder mystery alongside the Shelby family.”

Cryptic Killers is only just getting started. With new case files, fresh spin-offs and a few surprises up its sleeve, 2026 is shaping up to be a very exciting year.

Letter from America Opinion Stop guessing: get a toy expert’s recommendation Rick Derr

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996 and then became a sub-franchiser. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick looks at how indies can get their message out to potential customers.

Iwas recently reflecting on my college marketing courses where I learned the basics of the 4 P’s: Price, Product, Promotion and Placement. What I realised is that online sellers like Amazon are the ones capitalising on all four of these, with the lowest prices, millions of products, promotions every day, Prime Days and placement - always there online. As an indie toy retailer, I have no message that truly capitalises on any of these four points. So, what does an indie do to get their message out and to hit home with potential customers? I have struggled to hit on one core message that resonates with today’s parents. But we must keep trying, as I believe this is our only hope of staying relevant in this time of online growth. So here goes…

The best toys are 90% child and 10% toy. Parents want playthings that grow with their children, offering new challenges and possibilities. Toy stores aren’t just selling, we are advising. The team at Learning Express are not simply cashiers, but toy experts trained in development and play stages - we know the difference between toy for a 3-year-old and a toy for a 5-year-old, and how to ensure the gift is perfectly challenging but not frustrating. We personally vet toys and ensure safety compliance and quality, and we will be honest with customers if they don’t meet our standards. That’s why we offer to open any toy and let the customer try before they buy. We are confident that, together, we can find that perfect toy and gift.

We tell our customers not to waste time scrolling through thousands of online reviews when we can offer personalised, expert advice that saves them time and money. Let’s face it, in the era of misinformation and AI, can these reviews be trusted?

This leads us to why we do what we do:

• Gift wrapping to make our customers’ lives stress free

• Personalising gifts to make them extra special by adding designs and names to toys like a piggy bank

• Gift Registries for kids - they enjoy picking out their birthday wishes, seeing them and then dreaming of what they might receive. This offers convenience for guests at the party too.

• Community connections - we support libraries, schools, church schools and charity groups by donating every week to build a stronger community.

• A curated selection of toys – not thousands to choose from, but items that we know kids want. This allows a hands-on approach, to touch and feel and see what a child will be playing with.

Parents are looking for products that counter an over-reliance on screens and create healthy bodies and minds. Too often, mass-market toys are one and done (often tied to a movie or quick trend) whereas timeless toys offer greater value as they are handed down from generation to generation.

Specialty toys offer high play value and build skills through open ended play (blocks, magnets, art supplies), skill building development (puzzles, science kits,

games), higher quality materials - many manufacturers now use eco-friendly materials to help keep our planet safe for these children - and a very hands on experience to help the senses explore touch, smell, hearing, taste and light.

But let’s not kid ourselves, the online toy market is powerful. This is how new parents and young adults have been brought up - in a world of instant gratification. Our job is not to stop this tsunami of online shopping, but to lessen its appeal when shopping for toys and keep our core values and what we stand for alive. I know we can, but I am urging all indie retailers to take a hard look at what they are doing today, what their message is and what do they want to be in 5-10 years?

Perhaps start with one or two simple customer focused local benefits that can allow people to see you in a different light, a helpful light: by saving time or helping a customer with a toy expert eye towards building a skill in a child. If you help a parent with a problem, you have a customer for a long time.

Even after 30 years of retail, I am constantly searching for how to stay relevant with our audience. It’s not easy, but this is my mission.

‘Rx’ is a formal communication from physicians or healthcare professionals to a pharmacist, authorizing them to dispense a specific prescription drug for a specific patient. As a store that is trusting, caring and advising the local community, Learning Express Toys wants to be the “Rx of Toys in Lake Zurich”; the prescribed or go-to destination for toy purchases and helpful advice.

Setting the pace for 2026

As one of the toy industry’s crucial launch windows, Q1 2026 is set to bring new ranges and expansive creativity to the market, with suppliers looking to deliver fresh product that draws shoppers back into stores after the festive season has passed. Toy World’s Caroline Tonks speaks to leading suppliers about their thoughts on Q1’s importance and looks at what the top trends will be.

Despite stomachs still full of turkey and wallets a bit emptier from the Christmas festivities, Q1 is a critical sales period for the toy market, setting the tone for the year ahead. The months between Boxing Day and Easter offer retailers the opportunity for a refresh, giving brands the chance to showcase what’s new, which in turn attracts customers back into stores. Children are also eager to spend their holiday money, always hungry for something new.

While some in the industry don’t apparently consider January a big month for toy launches, preferring to focus on clearing Christmas stock and getting ready for launches later in the year, that view is not shared by many suppliers and retailers.

“We recognise the importance of February half term and Easter as two key trading periods when kids are focused on new toys during their time off,” explains Hashim Yilmaz, senior National Account manager, Magicbox Toys UK. “Anything new will drive interest in brands and avoid too much of a downturn postChristmas. It also allows us to experiment with products, price points and strategies in a far less pressured environment than Q3 and Q4.”

Phil Hooper, managing director of Epoch Making Toys, agrees, commenting: “A major factor for success in our industry is for brands to reinvent and refresh their ranges as they enter each new year. Consumers may have bought into your brand for the first time that Christmas and are now looking to extend their collection further. Others may be buying in for the first time with parents focused on toys priced for impulse purchase, an Easter gift or birthday present.”

For Q1, many companies tend to focus on the sub £20 price point, conscious of consumer budgets. Typically,

parents are looking for affordable toys that offer value in terms of play and content, rather than the larger playsets that dominate shopping baskets in Q4.

Many suppliers look to Q1 to expand previous iterations of their top brands. Wow! Stuff’s latest addition to its line-up, and new for 2026, is the Palm Puppetronics range. Little minis that fit in the palm of hands, Palm Puppetronics offer an affordable way to engage with the popular and developing category while retaining the dual-play magic of puppetry combined with electronics, packed with technology, sensors and character-driven movement.

This spring marked a significant chapter for Superthings from Magicbox, with the new Kazoom Power TV series launching on ITVX Kids. Fans of the show can expect a host of new toys in Q1, starting with the Battle Series. This theme offers over 80 fresh characters to collect. From collectible figures to fun vehicles and playsets, the Battle Series lineup comprises a wide range of SKUs, all affordable and packed with play value.

“Although Superthings is an existing brand, we are excited to take it in a new direction with an all-new 3D animated series and a full range of collectibles and playsets that will inspire both existing and new fans,” says Hashim.

Q1 will bring planned upgrades to the World Football Stars range from Winning Moves that continues to perform well at retail. The 2024 Euros saw the launch of Top 200 Top Trumps range, and these six World Football Stars packs have been given a World Cup glow-up. The 2026 refreshed packs will feature new branding, stats and new players across the range.

From MGA Entertainment, Rainbow High will launch an innovative and customisable new range, set to add

fun and creativity to playtime. Rainbow High is also set to expand within the digital world, as fans engage more with the brand and its popular characters across its platforms. On top of that, L.O.L Surprise! will announce a new high-profile licensed partnership fuelled by nostalgia - and will introduce a new and refreshed Hello Kitty range.

According to Phil, much of Epoch’s focus for spring is to introduce new themes and items to its existing brands. Sylvanian Families is adding two new families to its ever-growing range. Having featured in some 40th anniversary sets and become a best-seller in Japan, the Biscuit Bear Family will now be available as a standalone set. The set comes with mother, baby and father, Lloyd. Also new is the Citrus Bird Family. This set includes mother, Laura, and her three babies, dressed in fruitinspired clothing. Each is in a unique position, similar to that of birds who are about to take flight.

“For Sylvanian Families,” Phil adds, “our blind bags offer an incredible level of detail and cuteness at a £5 opening price point. We have many more accessories and families between £10 and £30 which parents, children and Kidults typically buy throughout the spring season.”

Disney Lorcana fans can look forward to the latest series from Ravensburger, Winterspell, seasonally themed with everything from sledding and ice skating to cozying up to a warm fire. This new set features Angel from the Lilo & Stitch series appearing for the first time, alongside some fan favourite characters and new additions.

Continuing flipping through the following pages to find out more about the latest trends and products in Q1 Ranges coming to shelves at the backend of 2025 and early 2026 from a wide array of suppliers.

Q1 Ranges

Casdon

01253 766 411 | www.casdon.com uk@casdon.com

Casdon is set to showcase an expanded Build-A-Bear Workshop range at London Toy Fair in January. The additions are following the success of the Build-A-Bear Workshop summer launch which captured the imagination of both children and adults with an interest in fashion and collectibles.

Building on strong organic and paid social media engagement across the UK and US, the brand continues to highlight how the magic of the Build-A-Bear Workshop experience can be recreated at home with the Stuffing Station and a wide range of new accessories.

The updated Build-A-Bear Workshop Stuffing Station will feature all-new outfits, bringing fresh play value to the hero line. In addition, Casdon is set to introduce new characters to collect in the Furtastic Bear and Outfit packs, including a miniature dog and rabbit.

Together, the expanded range reinforces Casdon’s commitment to creating engaging, authentic role play experiences that encourage creativity, skill development and fun for its audience.

Looking ahead, the company has further new launches planned for later in the year, including a brand-new licence. For more information and sales enquiries, please contact Casdon at the details above.

Brainstorm

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

Brainstorm will launch a new range of Brainstorm Toys for 2026, with STEM products that help children learn about the world around them.

Build a Body is a hands-on anatomy set featuring a 28cm human model with 29 removable parts, including a full skeleton and colourful organs. Children can explore bones and organs in detail, then display the finished model on its clear stand. A secret code also unlocks fun online human body facts.

The Outdoor Adventure Walkie Talkies are ideal for little explorers, with an outdoor range of up to one kilometre. Lightweight and brightly coloured, they’re easy to hold and come with a handy carry clip and built-in torch for every expedition. For bigger adventures, the Outdoor Adventure Mega Explorer Kit includes nine essential tools for field trips and nature studies: net, brush, tweezers, two storage pots, trowel, microscope, binoculars and a storage bag.

Dinosaur fans can dig into the Natural History Museum T-Rex Excavation Kit. This hands-on set comes with tools to chip, brush and reveal a realistic skeleton, which can be assembled into a 20cm model. A replica ammonite fossil and large colourful poster add to the experience, while a secret code unlocks extra T-Rex facts online.

Fans of the collectible Eugy range will discover new additions for 2026. The playful Wobbly Eugy models, launching with Pufferfish and Robin, wobble when built, adding a fun twist to the classic number-sequence assembly. The new Eugy Dove features wings of peace, a sky-painted body and olive beak of hope. New POS materials, including display stands, shelf headers and A4 displays, will also be available, featuring favourites such as Puffin and Highland Cow.

Adams

John Adams Leisure is starting the first quarter of 2026 with fresh new releases.

The viral sensation that took family game nights by storm is now hitting the road with Think Words Travel, the fast-paced word game that can be played anywhere. Based on the best-selling family favourite, in this handy travel edition, players simply name it, pop it and pass it before their 10 seconds run out. Ideal for two to eight players, this portable edition brings fun to road trips, beach days, parties and holidays.

The popular MotorZone collection expands with MotorZone Racing, featuring an authentic 1:18 formula racing model complete with celebration driver figures. These vehicles bring imaginative role play to life with interactive lights, realistic sounds, moveable parts and friction wheels. The brand-new MotorZone Playmat arrives in assorted car print designs, measuring 120 x 80cm and including two vehicles.

The PowerForce range expands with two new sets, including the XL Dump Truck Set and XL Excavator Set. Both sets feature interactive lights and sounds, moveable parts and mini engineer figures to deliver authentic construction site action on a grand scale.

The Tree and Spinning Tortoise Sprinklers connect easily to a standard garden hose, transforming any garden into splash zone for fun outdoor play.

For more than 70 years, Fuzzy-Felt has captured the imaginations of children everywhere. The new licensed Peppa Pig Fuzzy-Felt activity set lets little ones become creative storytellers, mixing and matching felt pieces to create their very own Peppa pictures featuring characters from the hit pre-school show.

01293 222 500

www.magicboxint.com

sales@magicbox-toys.co.uk

Magicbox has new launches from Superthings and Piratix for 2026. Superthings are everyday objects turned into wacky and funny superheroes. White-eyed heroes or yellow-eyed villains, the Superthings are born in pairs and become rivals forever. The disputes between them are competitions full of humour, wit and skill.

This spring marked a significant chapter for Superthings, with the new Kazoom Power TV series launching on ITVX Kids, entering the Top 30 streamed shows and ranking as the fourth most streamed show since March. This autumn, kids will also have the opportunity to engage with the adventures of Superthings on YouTube, with a channel dedicated to animated content by Magicbox. To mark these important milestones, fans can expect a host of new toys, starting with the Battle Series. This theme offers 80+ fresh characters to collect, including the ultra-rare Enigma, in crystal finish. From collectible figures to fun vehicles and playsets, the Battle Series lineup comprises a wide range of SKUs, all affordable and packed with play value.

The new Ultra Strikers are robot-like exoskeletons designed to house the Superthings for the ultimate showdown. With three to collect, each set includes an exclusive Superthing and multiple play features, giving fans endless ways to recreate their favourite moments from the Kazoom Power series. Also joining the range are the Combat Vehicles, each paired with a Kazoom Kid character, battle accessories and a unique motion-powered action, ranging from a Drill Attack to Power Saw or Punch Attack.

New brand Piratix has been enjoying strong volume sales since its 2025 launch, with a new theme coming for spring/summer 2026. Crazy Jungle brings 70+ new pirate figures to find, including neon effect, ultra-rare Wild Mask and his Tribal Crew.

Following the successful King Shark and Kraken ship, Piratix will inspire more adventure play in 2026. The new pirate eating King Croc comes with a treasure chest on his back, which kids can unlock only with a Piratix coin. The Gorilla Bros, Smash Jack and Boom Ben, will be wielding weapons, smash hands and projectile launchers as they try to steal King Croc’s treasure. Magicbox stays committed to delivering quality product with play value that inspires kids’ imagination, as well as high-impact marketing throughout the spring for both the Superthings and Piratix brands.

Character Options

01616 339 800 | www.character-online.com sales@charactergroup.plc.uk

This Q1, Character Options is introducing new lines in many key categories. Aquapets is Character’s big Boxing Day launch. These adorable, interactive characters magically float and dance in their own waterdrop. Children can bring them to life with their voice and play games with them. There are eight to collect, each with its own musical sounds and moves. The Aquapets respond when kids speak into the microphone, and when placed next to one another, they’ll make each other move. Aquapets come with three fun game modes; children can test their memory, play catch or teach their Aquapet a new sequence of moves.

Hot Dog Drop is the electronic sausage drop game inspired by the viral Catching Sticks Challenge that’s generated more than 100m+ views on TikTok to date. When the timer starts, sausages start to fall randomly. Players must catch as many falling sausages as possible. The winner is the player to catch the most. They can select from three fun modes to play: Classic Dawg! (easy); Extra Sauce! (tricky) and Follow That Banger! where the timing, speed and order that the hot dogs drop is at its most difficult.

A second squishy series of Heroes of Goo Jit Zu Meteor Madness is coming, with new action-packed webisodes continuing to land through January. The toy range is getting a refresh on both the Hero and Versus packs: fans can expect new fillings and new Meteor Power weapons. This latest wave will also feature a limited-edition update on Rhinostone. The freestanding Ultra Rare Lava Rhinostone will come with a lava-themed filling comprising of a slime and bones upper filling and a rattle bones lower filling. Character Options’ Q1 portfolio will be supported with substantial PR and marketing campaigns for 2026.

Q1 Ranges

One For Fun

Spin Master

01628 535 000 | www.spinmaster.com

Spin Master is heading into 2026 with momentum, building on a year of innovation and storytelling that has cemented its position as a global leader in play. From pre-school powerhouses to breakthrough interactive experiences, the company’s diverse portfolio continues to capture imaginations and set new benchmarks across the industry.

This autumn, Paw Patrol prepares for a brand-new theme landing ahead of the highly anticipated dino-sized Paw Patrol movie in 2026, with the famous pups gearing up for fresh adventures on screen and in retail. The theme promises to expand the world of Adventure Bay with new vehicles, characters and play opportunities, ensuring that the brand remains as relevant and exciting to families as ever.

Interactive play remains a driving force for Spin Master, with both Bitzee and Primal Hatch evolving. Bitzee continues to push boundaries with new interactive layers and collectability, with Primal Hatch bringing dinosaurs to life like never before. Both come complete with sounds, reactions and ever-changing play modes.

Key franchises show no signs of slowing down, with Gabby’s Dollhouse, Monster Jam, How To Train Your Dragon, Unicorn Academy, Rubik’s and Kinetic Sand all going from strength-tostrength, reinforcing their status’ as category leaders and continuing to deliver new reasons for fans to re-engage throughout the year.

2026 marks a new milestone for Melissa & Doug, as the brand completes its first full year under the Spin Master umbrella. With a focus on creativity-driven play, the collaboration adds a new dimension to the portfolio and confirms the company’s commitment to supporting children at every stage of their development.

Bringing together much-loved classics, fresh innovations and trusted developmental play, Spin Master is set to spark wonder, adventure and connection for children and families throughout 2026 and beyond.

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

In 2026, One For Fun’s Tobar brand will continue to add to the ever-popular Scrunchems range and Q1 will see new lots of squishy expansions with new themes. There will be even more emphasis on ASMR, impulse, mindfulness and food lines to sit alongside the existing award-winning sensory products.

Scrunchems will see a brand-new vending machine packed full of mini favourites, with 10 capsules each containing a squishy. The Scrunchems Surprise Box has six compartments, hiding a fun treasure behind every tear away window. The brand-new Sticky Squishy range comes with lots of texture and a sensory feel; kids can choose from a panda, duck, hamster or capybara.

With new Sugar Scrunchems, children can choose from a glittery capybara, a smooth axolotl, mini fruits (banana, strawberry and orange) or mini sugar dumplings, with the chance to find a rare rainbow glitter glow-in-the-dark dumpling. The ASMR range includes an ASMR square, full of tactile, squeezable beads in two different colourways – ideal for sensory stress relief. The ASMR rainbow unicorn follows the same beaded scrunchable form, as does the Scrunchems ASMR squishball.

HGL is adding to its pocket money line up with lots of squishy, squeezy, stretchy impulse buys. The new Sea Sheep moshi squidgy creatures are inspired by real marine life. Famous for its fidgets, HGL is also introducing Fidgix, a premium range of metal fidgets aimed at the Kidult market, including a spinning cube, a spinning sphere, a gear spinner and an original wheel spinner. 3D printed dragons and key chains join the line up along with a new range of slime and putty, with additions to the MYO Food slime and the popular Pick n Pop putty. New themes include capybara, axolotl and bear paws.

From Maisto and Bburago, there are new 1:64 kits showcasing the most popular teams and their drivers, such as Ferrari with Leclerc, Ferrari with Hamilton, Mercedes with Russell and McLaren with Norris. These kits are collectible and great fun, with an eye-catching POS 12-piece dispenser containing a mix of drivers and cars.

New F1 kits include exclusive 1:24 modelling kits with the relevant driver. Detailed collector’s vehicles include the 1:43 scale die cast model of the McLaren MCL38 in Senna livery with Lando Norris. This car captures the essence of McLaren's tribute to Ayrton Senna. With intricate detail, it honours both the legendary driver's legacy and the cutting-edge technology of McLaren's 2024 F1 car.

Building on the success of Animagic’s Axolotl is Puddles the Platypus, the stretchy, squishy, glowing platypus friend. Puddles loves to float, stretch and squish, making playtime both fun and soothing. Children can squeeze Puddles’ soft, squishy body to reveal her glowing heart. When placed in water, Puddles lights up and floats, just like a real platypus, bringing sensory play to life.

Following breakout early sales of The Sims Board Game, fans can look forward to a new Sims game, YaGoBuGi, in early 2026. This fast-paced card game is based entirely around the iconic Simlish language from the video game. Players can expect laughs, chaos and cross-generational appeal.

PlayMonster kicks off Q1 with an exciting new game, Laughing Stitch. The goal is simple – players need to avoid getting caught holding Stitch when he bursts into laughter. This pass-and-play game is full of unpredictable fun. Fab Lab introduces a new refresh of its popular gift-ready range, ideal for pick-up price points. New packs include Sugar Sprinkle Glitter Tattoos, Strawberry Swirl Nail Art and Candy Cloud Hairlights. These eye-catching, candy-inspired kits have been designed to delight mini style fans and drive impulse purchases.

The global playground hit Clickeez expands in Q1 with two fresh new themes: Ocean Pearls and Juice Bar. With over 30+ characters to collect, including a limited-edition Axolotl and four brand-new Epic Clickeez, these tactile, pop-and-click collectibles are driving playground demand and repeat purchases.

Q1 Ranges

Wow! Stuff

07817 273 766 | www.wowstuff.com sales@wowstuff.com

Wow! Stuff continues to pioneer innovation in character play with its genre-defining Puppetronics range. Since its introduction, Puppetronics has carved out a brand-new category in the toy industry, blending traditional puppetry with the excitement of cutting-edge electronics.

Direct from the global phenomenon that is Pokémon, the new Pikachu Puppetronic by Real FX launches early 2026, delivering a fresh take on the franchise’s iconic character. Enabling fans to bring Pikachu to life like never before, the beloved character is packed with over 100 action and sound combinations, as well as interactive touch sensors on its head and tummy. Pikachu’s signature features shine through, including soft yellow fur and black-tipped ears, lightning-bolt tail and real glowing red cheeks.

The mid-tier Deluxe Puppetronics feature a line-up of beloved characters with a global fanbase. With at least 30 special effects and functions, these lines are still packed full of innovative features and technology to deliver a premium experience.

The latest addition to the line-up and new for 2026 are the Palm Puppetronics, providing an ideal entry point for fans and collectors. Real little minis that fit in the palm of hands, Palm Puppetronics offer an affordable way to engage with the category while retaining the dual-play magic of puppetry combined with electronics. Packed with technology, sensors and character-driven movement, Palm Puppetronics launch with a wider array of licences, from cult favourites to blockbuster franchises, while maximising collectability. A highlight of the Palm Puppetronics’ innovative interactive capabilities can be seen when two characters from the same universe come together. They instantly ‘recognise’ each other and respond with coordinated movements and sounds creating a standout experience that sets the range apart.

Hunter Price

01616 531 306 |

Mimomo is the new blind box brand which has all the ingredients to add value to a market hungry for newness, creativity and collectability crazes. Mimomo combines limited-editions, surprise and storytelling with its hero line of plush keychains. Hunter Price has also developed complementary cross category products which include character outfits and accessories, stationery and create-your-own kits including diamond and marble art.  Mimomo has already been recognised by retailers across the globe as a high value creative concept which can garner love and loyalty. Hunter Price has created a playful brand which brings people together, by building common connections and conversation through collectible characters.

For the first Mimomo season, Hunter Price has unveiled Dream Sprouts, with its namesake Mimomo the first-ever collectible. The cute and curious creatures all have character; Mimomo is always sleepy and loves to collect dream dust from sleeping creatures, storing it in her little bottle. Playful in nature with a high-pitched giggle, she also has a fear of cucumbers. The original Mimono is just one of four in the debut collection which includes friends Nubii, Nokoribi and Druppi. Each limited edition 16cm Mimomo comes in closed box packaging with a collector’s card.

Hunter Price aims to keep the element of surprise with all its new season collections. To maintain momentum following the first launch, the Mimomo story has already been written into its sixth season, with new characters, themes and added value concepts ready to join the Mimomo family within months.

For more information about the Mimomo movement, please email or reach out to a National Account manager.

Just Play is gearing up for a standout start to the new year, with a wave of Q1 launches that blend nostalgic favourites with fresh innovation.

The new series of Disney Doorables will bring even more innovation for spring/ summer 2026. The all-new theme will include a host of new characters to collect – all packaged up in one of the most unique and collectible formats in Doorables history.

Winnie the Pooh marks its 100th anniversary in 2026, and Just Play is celebrating this milestone moment for the brand with the launch of new Disney Winnie the Pooh Collectibles, packed with cozy charm and display-worthy appeal.

Demand for Disney Stitch remains high, and Just Play is bringing fans more of what they love in Q1, with new collectible formats plus the addition of Many Moods Angel Feature Plush. Featuring expressive LCD eyes and over 50 sounds and reactions, Angel’s big personality comes to life like never before.

The FurReal brand rolls into 2026 with momentum, following the successful introductions of Coco the Tumbling Panda, Maggie the Feed and Follow Cow and the FurReal Handfuls. These mini-interactive pets combine engaging play features with an accessible springtime price point, offering great value for families.

Just Play’s licensed arts, crafts and activities range from Tara Toy will soon expand to include Disney Pixar Toy Story items, just in time for the release of the new film. These lines will be available alongside existing favourites, including the Moana 2 jewellery making sets, Disney Stitch My Own Creativity Case and kits inspired by Disney Tim Burton’s The Nightmare Before Christmas, Disney Princess and Disney Frozen.

Q1 Ranges

Epoch Making Toys

020 8049 1377

www.sylvanianfamilies.com www.aquabeads.co.uk sales@epochmakingtoys.com

Sylvanian Families is looking forward to continuing its 40th anniversary celebrations into 2026 with further limited-edition sets, plus two new families.

Having featured in some 40th anniversary sets and a best-seller in Japan, the Biscuit Bear Family will be available as a standalone set. With special, extra fluffy flocking, the Biscuit Bears are the softest Sylvanian Families figures to date. The set comes with mother, baby and father, Lloyd, an architect, who has some exciting plans for the village – the included miniature models of a house and car could be a sneak peek of his upcoming designs. The Biscuit Bear Sister & Brother Delicious Picnic set includes everything needed for a scrumptious picnic; and the adorably fuzzy Biscuit Bear Twins come with a newly designed tricycle.

Also new is the Citrus Bird Family, the most colourful birds in Sylvania. The set includes mother, Laura, and her three babies, dressed in fruit-inspired clothing. Each is in a unique position, similar to that of birds who are about to take flight. The set also comes with an orange tree from which the fruit can be picked and used in the Citrus Bird Juice Stand, which includes the Citrus Bird father.

A new series of Baby Collectibles, the Baby Woodland Fairy Costume Series includes babies dressed in whimsical, mystical outfits inspired by the magic of the forest. There are eight babies to collect, including a secret baby that’s not shown on any packaging.

The original stick-with-water bead crafting brand, Aquabeads has new additions to its range, with different bead finishes and shapes that can’t be found anywhere else. The Crazy Monster Craft Kit includes new Neon Beads. The Unicorn Nail Designer Kit comes with 40 different magical unicorn-themed designs, including stickers and decorations to completely customise the nails.

Epoch Games will welcome a new licence – Kirby. Inspired by the beloved Nintendo character’s world, the Kirby Ice Cream Tower is a fun balancing game. Players stack the ice cream scoops and try not to let it topple. Kirby Hover Strike is a tabletop air hockey game that can be played on any flat surface; players simply use the puck to watch Kirby glide on his Warp Star.

Following the launch of its anime-license subrange, Battle Game Heroes, with four Naruto Shippuden games revealed at MCM Comic Con London in October, Epoch will add several My Hero Acadamia games to its line up in Q1. There will also be movie-tie in games for the Super Mario Galaxy Movie hitting screens in April, plus new offerings within the Super Mario range.

Playmobil

Playmobil is starting 2026 with a line-up of new products launching between Boxing Day and Easter. Leading the charge is the ESA Space Range, developed in partnership with the European Space Agency, alongside the return of the much-loved Playmobil Play Eggs, ideal for Easter gifting.

The ESA Space Range brings authentic space exploration into children’s hands, combining educational value with Playmobil’s signature attention to detail. Each set is officially licensed by ESA, ensuring realistic designs that spark curiosity about science and technology. From the ESA: Mars Research Rocket with detachable modules to the ESA: Mars Exploration Rover equipped with robotic arms, every product is designed for immersive storytelling. The range also includes the ESA: Space Glider for futuristic manoeuvres and the ESA: Astronaut with Robot, complete with a fully articulated astronaut and robotic assistant. These sets encourage STEM-inspired play while offering interactive features such as moving parts and functional accessories, all crafted from durable, child-safe materials for long-lasting fun.

The ESA Space Range will be supported by ESA-branded in-store displays, engaging digital campaigns, and social media activations/influencer partnerships will further amplify awareness, making this a great collection for young explorers and gift buyers alike.

Also launching this season are the Playmobil Gift Eggs, returning in four themes that make Easter gifting easy and fun. Each egg contains a complete playset, and the egg turns into part of the play world for added play value, offering exceptional value and portability. The line-up includes the Pirates Gift Egg for swashbuckling adventures, Vacation at the Beach Gift Egg for seaside fun, Princess Garden Gift Egg for royal play and the Space Mission Gift Egg for mini astronauts ready for lift off.

Bandai UK

020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk

Enjoyed by fans worldwide for 40 years, Bandai’s high-quality plastic model kits which use advanced snapfit technology and multi-colour moulding, are designed to be built without glue or paint, making the hobby accessible to all levels of builders. Launching in the UK in Q1 2026, the Perfect Grade Unleashed 1/60 ν Gundam stands as the most detailed and advanced Gunpla kit ever released. At over half a metre tall, it features a highly intricate inner frame, premium metallic finishes, working fin funnels and exceptional articulation, offering a rewarding challenge and an impressive display piece for dedicated hobbyists. Alongside this, Bandai Hobby will expand its beginner-friendly Entry Grade line with the release of the Wing Gundam, bringing one of the most popular designs in the franchise to new builders in an easy-to-assemble format.

Direct from Japan, the pocket money priced collectibles range, Shokugan, will continue to add new IPs to its ever-growing portfolio which includes Kirby, Rilakumma, Chiikawa, Dragon Ball and One Piece. Following on from the record-breaking Infinity Castle Arc movie, which hit cinemas in September, Gashapon Blind Bags will introduce new Demon Slayer miniatures with an RRP of £5.99. With One Piece Season Two slated for a 2026 release, there will be an increased focus on Bandai’s offering, positioning itself as a one-stop shop for the licence. As well as Blind Boxes, Statues, Action Figures and Miniature Collectibles, fans can look out for new additions to the ever-expanding One Piece Anime Heroes collection, which will be available market-wide.

Following a strong start for 2025, Bandai’s Dragon Ball portfolio expands on a monthly basis, with introductions to key ranges such as Banpresto, Dragon Stars and Dragon Ball Evolve. McFarlane Toys will continue to offer comic fans a deep dive into the world of DC with an expanding portfolio, taking in IP heavyweights TMNT and Marvel.

The original virtual pet, Tamagotchi remains a key brand for Bandai, with new styles launching for spring 2026 across its wide range of Original, Paradise and Nano devices, as well as the recently launched, and non-device, Collectibles range.

Q1 Ranges

Rubies

0845 307 0707 | www.rubiesuk.com customerservices@rubiesuk.com

Rubies’ brand-new World Book Day costume collection arrives just in time for World Book Day and is perfectly timed for World Book Day celebrations and beyond. The Adventurous Robot set includes a top and trousers adorned with eye-catching 3D elements and a matching helmet, offering an engaging design that promotes creativity and futuristic play. The Sheriff Yeehaw jumpsuit, complete with a detachable star and hat, sparks imaginations with tales from the Wild West.

More gentle adventures await with the Storybook Bear jumpsuit and headpiece, ideal for cosy Storytime moments. The Storybook Squirrel outfit, consisting of a jumpsuit, headpiece and tail, encourages children to explore nature-themed stories, while the Storybook Wolf jumpsuit, with its tail and mask, adds a fun twist to traditional fairy tales.

Adding a dash of humour, Pooper The Brave is presented as a tabard with a removable fly, designed to spark laughter and joyful storytelling. The Construction Worker costume includes a top with a detachable saw, spanner and soft hat, inspiring future architects and engineers, while the Modern Chef set, complete with top, apron, hat and two cooking utensils, encourages culinary creativity and role play in the kitchen. Children fascinated by community helpers can enjoy the Delivery Driver costume, which includes a top, helmet, delivery bag and felt food accessories. Lastly, the Modern Nurse outfit, with its top, trousers, syringe and stethoscope, inspires caring, nurturing and imaginative play.

Rubies is well prepared to support retailers with detailed SKU information and comprehensive marketing resources to maximise visibility and sales.

In addition to the World Book Day range, Rubies proudly introduces a new Roald Dahl costume centred on the beloved character Matilda. With a dress, felt book bag and quill pen cover, a colour-in bookmark and a satin bow headband, this dressup allows children to immerse themselves in Matilda’s inspiring world and kindle their love for reading.

Rubies is also excited to announce its new Wonka (2023) Oompa Loompa costume. Made from soft jersey fabric, the costume showcases vibrant prints alongside a distinctive character headpiece, 3D belt buckle and jacket lapels that add dimension. This costume brings the whimsical wonder of Wonka to life and captures the imagination of children who adore the magic of the film.

Winning Moves

020 7298 9515

Winning Moves UK is starting 2026 with a diverse lineup of new products landing on shelves from Q1. From reinvented classics and puzzle innovations to licensed launches and trend-led new formats, the brand is primed for another standout year. With global football fever rising and major entertainment moments on the horizon, Winning Moves continues to make an impact across games and puzzles.

Q1 will see planned upgrades to the World Football Stars range that continues to perform well at retail. The 2024 Euros saw the launch of Top 200 Top Trumps range, and these six World Football Stars packs have been given a World Cup glow-up. The 2026 refreshed packs will feature new branding, stats and new players across the range. In addition, Winning Moves is launching a fresh World Football Stars 1000-piece puzzle, plus new gift sets, comprising of Darts and World Football Stars –two of the UK’s top family-favourite sports.

After landing on shelves during the Golden Quarter, Top Trumps Goddit! has quickly gained traction with families and retailers across the UK. With marketing fanfare going viral on social media, an advert with one of the world’s top streaming services, as well as guerrilla marketing that involved a takeover on London Underground tube trains, the fast-paced Goddit! range continues to expand.

Q1 2026 welcomes two brand-new themes: Dogs Top Trumps Goddit! and Kawaii Kuddles Top Trumps Goddit!. These releases capitalise on popular themes and trends – the enduring popularity of pet-themed games and the ever-growing love for Japanese kawaii aesthetics; both are expected to further fuel the brand’s exciting momentum.

On the licensed games front, Winning Moves is embracing magic and nostalgia with the launch of a brandnew Harry Potter Top Trumps range, ahead of the much-anticipated Harry Potter TV series, set to debut in 2027. The new collection will reintroduce fans to the Wizarding World through updated designs, expanded themed line-ups and collectible gameplay experiences. With the franchise entering a new chapter on screen, these packs will offer a fresh way to connect with the magic in the lead-up to the show's release.

Rounding up a great entertainment offering is the playful new Minions Top Trumps pack, arriving just ahead of the July 2026 release of the next Minions movie. With over $4b in global box office earnings to date, the Minions franchise continues to enchant audiences across generations, and this bright, energetic pack is expected to bring the same joyful spirit to games shelves.

As well as Minions, Shrek, Toy Story, One Piece and many other upcoming licensed games titles will be launching in time for 2026 blockbuster releases. Along with an ever-growing sports range, Winning Moves UK is positioned to stand-out in 2026.

To further support these launches, Rubies will be providing vibrant point-of-sale materials, engaging social media campaigns and in-store activation kits to help retailers connect with their customers.

01869 363 830 | www.ravensburger.com

With Winterspell, Disney Lorcana fans can get ready for a seasonally themed adventure in the realm of Lorcana, with everything from sledding and ice skating to cozying up to a warm fire.

This new set release will launch in Q1 2026, and features Angel from the Lilo & Stitch series appearing for the first time, alongside some fan favourite characters and new additions. Whether users choose to play, collect or both, Disney Lorcana TCG has something for everyone aged 8+ with lots of storytelling and stunning Disney character artwork on each collectible card. Featuring Booster Packs, Illumineer's Trove and a full range of themed accessories, players can start or extend their Disney Lorcana TCG collection with this newest set release from Ravensburger.

Q1 Ranges

KidAntics

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

KidAntics will mark a major milestone in January 2026 with its debut at London Toy Fair. The debut will be marked by the rollout of seven new brands across the UK and Ireland, alongside fresh additions to existing ranges, making it the company’s biggest and most ambitious start to a year yet. As the exclusive distributor for all its lines, KidAntics will present a portfolio spanning construction, crafts, STEM, plush, games, early learning and stationery, bringing retailers fresh opportunities from the very beginning of the year.

Aimed at children aged three and up, Construct It Build-ables introduces early engineering through colourful components, child-friendly tools and easy instructions, so kids can construct vehicles, machines and more. Available in single and two-in-one packs, the line blends fun, education and role play.

Sandart combines colour and creativity in mess-free craft kits with which children can create vibrant themed pictures that double as keepsakes, with themes ranging from animals to space,

Wild! Science, an award-winning STEM range, makes real science fun and hands-on. Covering chemistry, biology, space and forensics, activities span slime-making to DNA extraction. Sister brand Wild! Craft focuses on creativity and self-expression with lip balm kits, bath bombs, glitter tattoos and party packs, ideal for birthdays or gifting.

Roo Games delivers family fun that’s quick to learn, eco-friendly and suitable for all ages. Each title mixes timeless play with clever new twists. One Love is a new plush brand offering soft toys and bag charms made entirely from recycled fabrics. And making its UK & Ireland debut, Mier Edu provides skill-building play for ages 0–8. Highlights include Build ’n Sound puzzles with sound effects and portable Magnetic Puzzle Tins.

From KidAntics’ existing brands, Avenir is growing its craft offer with new product including six new crochet animal kits, tapping into the trend for cute and collectible DIY projects. Haku Yoka expands its colourful stationery lineup, appealing to both pocket-money and gifting markets, while Wild Thingz furthers imaginative play with new dinosaur hand and finger puppets, designed for high play value, collectability and impulse appeal. Johnco adds the quirky and on-trend Capybara Squish, expected to be a sell-out thanks to its tactile appeal.

KidAntics will support launches with CDUs and FSDUs for standout displays, eye-catching packaging, promotions, digital content, influencer partnerships and a bank of images and videos. This combined trade and consumer approach is designed to maximise awareness and drive sell-through.

With seven new brands launching in January 2026, plus fresh products across existing ranges, KidAntics is offering retailers a broad portfolio of high-quality lines. Exclusive UK & Ireland distribution ensures partners can access a diverse mix of construction, crafts, STEM, plush, games and creative play from the very start of the year.

Simba Smoby UK

01620 674 778

This year’s hit movie, Lilo & Stitch, has inspired a new generation of Stitch fans, and Simba’s Disney Plush range has been created to keep fandom alive and strong well into 2026. The new Live-Action Stitch with Lei stands at 25cm tall with a refreshed pose. Its fully embroidered smile captures the favourite blue alien’s personality, and the soft high pile makes cuddles irresistible.

Q1 will see the launch of the new Motor Mutants range from Dickie, a range that blends slime, surprises and vehicle play. These highly collectible mystery eggs contain over 15 unique surprises. Kids can unbox and assemble the vehicle parts inside to reveal which 3.5-inch Motor Mutant vehicle they have received, and Series One offers 10 City Invasion-themed styles to collect. In-store, the Motor Mutants have loud branding and fun, vibrant POS options. With a pipeline of three series already in the works, Motor Mutants promises continued collectible fun. Outdoor fun is catered for with new launches from the best-selling Smoby Life range. The Mud Cooking House will build on the success of the Mud Kitchen, giving kids even more creative space to get messy and explore nature. With enough space for two to enjoy, the Mud Cooking House is packed full of 16 functional accessories including removable work trays and a water tank. Made from 50% recycled plastic, the Mud Cooking House gives families a greener choice while also delivering big on quality, durability and style.

For Star Wars fans, not only is there a new movie to look forward to in May 2026, but the hit franchise is also joining the Jada line-up with a raft of new launches. Iconic Star Wars characters in pocket-money-priced die cast form include the Star Wars NanoFigs Blind Bags. Priced and packaged in keeping with the well-established NanoFigs range, these collectibles have been designed to appeal to Jada and Star Wars fans alike. For larger scale fun, fans can choose from Stormtrooper, Darth Vader, Boba Fett and R2D2 in Series One of the 2.5-inch Star Wars Metal Figs. New 1:32 and 1:24 scale Star Wars cars are in the pipeline too. There will be the Porsche 911 (992) GT3 RS 1:24 with Darth Vader which, along with three other vehicles in this scale, features opening doors, hood and trunk, plus a die cast character figure. There’s more to be revealed from Jada’s Star Wars collection in 2026. For more information about the full brand portfolio, which benefits from full marketing support, get in touch via the details above.

Q1 Ranges

01268 567 317

www.poshpawsinternational.co.uk

sales@poshpawsinternational.co.uk

Onikuma is the new collectible plush and gifting range from Posh Paws that combines the hottest consumer trends with highly sought after products that are designed for all ages. These fun, quirky and eye-catching bears each have their own personalities that are printed on their hang-tag/collectors card and have been brought to life with their vinyl faces and plush designs that are made using the highest quality fabrics and softest stuffing. They are available across basic plush formats and collectible blind box bag charms, including limitededition, secret chaser pieces. With the rise of Kidult toys and gifts, mystery blind box collectibles and aspirational fashionled products, the new Onikuma collectible plush and bag charms are expected to be seen everywhere from playgrounds to high streets and beyond. In addition to the core plush and bag charm range, there are also collectible blind box figurines, phone charms, keychains and more gifting lines.

New to Posh Paws’ licensed portfolio is a range of basic plush and plush bag charms for global superstars, the Powerpuff Girls. This iconic franchise has been a trend-setter for over 30 years, and Posh Paws’ new plush collection will celebrate Bubbles, Blossom and Buttercup in new kawaii designs with pastel tones for the new 10” plush and a focus on the signature bright and bold colours for the new plush bag charms. These new Powerpuff Girls plush gifts will be available early spring/summer.

Toothless captured the hearts of new fans and brought back memories for those who grew up with How to Train Your Dragon when the live-action movie landed in cinemas this summer, and Posh Paws is adding a new super-cute 12” Curious Toothless Expression plush to its range that is a larger size to the popular 7” Expressions plush that flew off shelves this year. With the variety of facial expressions for fans to cuddle up with and collect, these Expressions plushies are ideal for the under £10 price-point for those important till-point pick-ups.

With the release of Wicked: For Good this month and the musical movie phenomenon set to entertain audiences throughout Christmas and into the new year, Posh Paws’ Elphaba and Glinda plush dolls will be great for fans to cuddle up with when they sing-along to the movie magic at home. The new Wicked plush bag charms will be fun additions to little ones’ backpacks, with six plush charms to collect in the assortment.

From its leading premium Swizzels Love Hearts plush collection, Posh Paws will be adding new characters in January with the “Cute As Shell” Seashell, “I Cherish You” Cherries, “You Had Me At Taco” Taco and the “You’re Un-Be-Leafable” Leaf. All the Swizzles Love Hearts plushies are specially made to deliver a heartfelt, fun and sentimental message through a high-quality, soft and cuddly plush character.

MGA Entertainment 07488 335 251 | www.mgae.com

Blending MGA Entertainment’s leading brands with new licences, fresh play experiences and the revival of much-loved classic brands, Q1 2026 is set to be one of the company’s most dynamic seasons to date.

Marking its 10th anniversary in 2026, L.O.L. Surprise! has cemented its place as one of the world’s favourite collectible brands. As the brand moves into the New Year, L.O.L Surprise! is set to announce a new high-profile licensed partnership, bringing back nostalgia and appealing to children and the Kidult community, with more information to be shared soon. The brand will also introduce a new and refreshed Hello Kitty range, which will see the product presented in a trending and innovative way on shelf.

Bringing newness to the fashion doll aisle, Rainbow High will continue to make its mark, with the launch of an innovative and customisable new range, set to add fun and creativity to playtime. Rainbow High is also set to expand within the digital world, as fans engage more with the brand and its popular characters across its platforms.

Little Tikes will release a new range of licensed stories for the iconic Little Tikes Story Dream Machine, which lets children watch, listen and read along to their favourite stories by themselves, or with friends and parents. New stories will include fan-favourites from publishing houses such as Penguin Random House and more. The new launches build on a rapidly expanding range of family favourite books for the Little Tikes Story Dream Machine with recent releases across the Peppa Pig Friendship Collection, Sesame Street Elmo Cookie Monster & Friends Collection, World of Eric Carle The Very Collection, Dr. Seuss launches with The Grinch and Thing 1 Collections and more.

MGA’s Miniverse continues to grow from strength to strength, as its innovative range of products continue to engage the Kidult market. This year saw the brand continue to leverage on the emotional connections adults have with characters, through popular licensed ranges with global entertainment franchises such as Hello Kitty, Jurassic World and Harry Potter. Next year, MGA’s Miniverse is set to continue to build on these licensed ranges with the introduction of new Hello Kitty themed products to the market in 2026 and more new licences that appeal to the Kidult audience.

Q1 Ranges

Inside Out Toys

01908 969 969 | www.insideouttoys.co.uk

sales@insideouttoys.co.uk

Inside Out Toys is gearing up for a busy start to 2026 with the launch of several new ranges landing in time for trade fair season. Retailers looking to refresh their offering for spring will find plenty to inspire across the ever-growing Jumini portfolio, from practical lifestyle products for little ones to imaginative new wooden playsets.

Role play remains at the heart of the Jumini wooden toy collection, and Q1 will see the launch of two new themed belts designed to inspire imaginative play. The Jumini Hairdresser Belt comes complete with wooden scissors, hairdryer, mirror, comb and styling products, all safely stored in a fabric tool belt for children to wear. Alongside this, the new Jumini Tool Belt offers budding builders a hammer, spanner, screwdriver and handsaw, along with nuts and bolts, encouraging hands-on creativity and problem-solving. Both sets are made from responsibly sourced wood, finished with non-toxic paints and presented in colourful gift boxes.

Spring will also bring the launch of new Jumini Fruit, Vegetable, Bread and Grocery Crates. Each set contains a selection of chunky wooden play pieces, designed to look like classic grocery produce, from bright strawberries and carrots to baguettes and even chocolate bars. Ideal for pairing with existing market stalls or kitchens, these crates help extend play patterns while supporting learning through role play.

Debuting in February 2026, Jumini Junior is a brand-new range of silicone feeding products designed for toddlers and pre-schoolers and ideal to complement the company’s toy ranges in store. Featuring exclusive woodland character illustrations that tie in with the wider Jumini family aesthetic, the collection includes suction plates, bowls, cups, cutlery sets and lunch boxes, all made from 100% food-grade silicone. Durable, dishwasher-safe and BPA-free, Jumini Junior offers parents a stylish yet practical alternative to mainstream feeding products, while giving retailers a coordinated, design-led option that sits beautifully alongside existing baby and toy ranges. The products will be available in soft neutral tones with pops of colour and come in recyclable gift boxes ready for shelf display.

As with all Inside Out Toys ranges, sustainability and retail support remain key priorities. All wooden products are crafted from FSC-certified wood, while silicone items are made from food grade material and packaged in recyclable gift boxes. Retailers will have access to high-quality photography and branded POS to help maximise sales. The Inside Out Toys trade website makes ordering simple, with low carriage-paid minimums designed to suit independents.

Funko

Funko regularly collaborates with licensing partners to produce a wide range of releases celebrating a vast array of fandoms. From Funko’s iconic Pop! vinyl figures to the miniature world of Bitty Pop!, as well as the surprise of Mystery Minis and exclusive Loungefly bags, accessories and fashion lines, 2026 is set to be another milestone year for the brand.

Funko will celebrate the release of K-Pop: Demon Hunters with a brand-new collection of Pop! figures spotlighting the film’s fierce global appeal. Featuring designs inspired by the group’s on-stage charisma and demon-slaying strength, the line blends the high-energy musical world of K-Pop with fantasy action in Funko’s signature Pop! style.

Funko Pop! Stranger Things will continue to be a key focus for the brand in Q1 after Netflix’s final instalment of the season later this year. The wave of Pop! and Bitty Pop! features refreshed versions of core characters alongside new additions from the Upside Down, ensuring continued engagement with an established collector community. With the show’s conclusion set to drive heightened visibility, retailers can expect strong demand for this line into 2026.

Pokémon remains a key part of Funko’s licensed portfolio, and Q1 will see the continuation of its popular Pop! range, as well as Loungefly bags and accessories. New figures join the line-up this season, expanding the roster of beloved characters appealing to new and existing fans. With Pokémon’s evergreen presence at retail, this latest wave of Funko and Loungefly products are positioned to deliver and broaden collectability within the franchise.

Funko will mark Valentine’s Day with a limited seasonal edition of Funko Pop! Bridgerton designed to capture the romance and elegance of Netflix’s popular series. The range will feature key characters reimagined in exclusive designs, offering collectors and fans a timely seasonal launch. Positioned to tap into both the Valentine’s gifting market and the enduring appeal of the Bridgerton brand, the range provides a strong opportunity for retailers to capitalise on seasonal demand with premium licensed products.

Funko continues to accelerate its momentum with a new Pop!, Bitty Pop! and Loungefly Sonic the Hedgehog ranges launching in Q1. The collection delivers new looks of iconic characters from the franchise. Sonic’s ongoing and growing presence in gaming, film and pop culture means this release is positioned to deliver a high-impact start to the year for collectors and fans alike.

For more information on Funko’s new launches, contact New Trade Enquiries EMEA at the details above.

sales@zuru.com

Zuru expands its Q1 2026 portfolio with affordable, innovative brand extensions, kicking off 2026 with a dynamic line-up of new ranges.

Building on the success of brands including Max Premium, Fuggler, Mini Brands and 5 Surprise, Q1 will see Zuru expand its collectibles portfolio with new product lines, licensed collaborations and value-led innovation designed to capture the imagination of children, Kidults and adult collectors alike. Fuggler, the mischievous plush phenomenon, continues to stand out in popular culture. Since Zuru’s acquisition of the brand and taking over the stand-alone social channels earlier this year, Fuggler has amassed over 800m TikTok views, a 243% uplift in followers and 60,000+ pieces of influencer and celebrity-led generated content. Q1 introduces licensed partnerships including Jaws, Powerpuff Girls, Care Bears and SpongeBob keyrings, all with a signature mischievous Fuggler twist. Fresh concepts include the Alley Cats and Fugg Stars ranges which give iconic pop musicians a unique Fugg makeover.

Max Premium builds on the success of its construction collectibles with the new Max Build More Premium range. Four themed series – Max Beauty, Max Home, Max Fuggler and Max Retro – offer high piece counts and strong quality, from perfume bottles to home accessories that work. Each line is designed to deliver both a creative build and a fresh collectible experience.

Zuru also strengthens its sports collectibles portfolio with FIFA Ballers, following the hit success of NBA Ballers, while My Mini Baby launches its Sweethearts collection alongside the new My Mini Baby Disney line of ultra-realistic silicone newborn miniatures with themed accessories.

Mini Brands welcomes Q1 launches including Mini Brands Fashion, Create Masterpieces (enabling collectors to make mini artworks) and Really Works, debuting with the Magic Cook Kitchen range of functioning mini appliances.

Licensed plush also continues to deliver through Snackles, pairing beloved characters with iconic snack brands. A new wave of 5” expandable Disney Snackles introduces characters like Toy Story’s Lotso with his strawberry sundae companion.

Slime Mart is Zuru’s newest Arts & Crafts launch. These collectible bags combine hands-on creativity with the sensory fun of mouldable and squish compounds, letting children and Kidults craft hyper-realistic foodie treats like waffles and fruit tarts. Tapping into the viral foodie-slime and squish trend on TikTok, Slime Mart delivers affordability, trend-led play and mindful, tactile fun.

Robotic Pets favourite, Pets Alive, adds to its line-up with the Scurry’n Squirrel, complete with acorn capsule. Meanwhile, evergreen hits Rainbocorns and Smashers gain new collectible, value-driven lines under £10, including Rainbocorns Wild Heart Surprise, Smashers Dino Vs Aliens Planet capsules and Mini Jurassic Light-Up Ice Age.

For Q1 2026, Zuru’s focus is firmly on delivering affordable innovation, trend-led design and standout play experiences across its portfolio. By expanding leading collectibles lines, introducing fresh licences and capitalising on emerging social trends, the company continues to build brand momentum and connect with consumers of all ages.

FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Bruder, Clementoni, Panini, Ravensburger, Tonies & Zapf Creations.

fresh

Star Wars R2-D2 STEM Robot

Clementoni • 020 3206 1397 • www.clementoni.com • clemuk@clementoni.com

Clementoni has launched the Star Wars R2-D2 STEM Robot, a cutting-edge, Bluetooth-enabled robot designed to spark curiosity, creativity and hours of hands-on fun.

R2-D2 STEM Robot is an officially licensed Star Wars product that merges hands-on STEM learning with one of the world’s most beloved characters. Designed for children aged eight and up, the fully buildable R2-D2 STEM Robot kit offers a unique blend of educational value, interactivity and brand power, and is a lifelike replica of the most iconic droid in cinematic history, harbouring universal appeal for kids and adults alike. At its core is a custom-engineered Printed Circuit Board (PCB) that connects a suite of advanced components: dual drive motors for mobility, servo motors for precise head movement, a built-in speaker that plays authentic sounds from the Star Wars franchise and a twocolour LED to enhance visual engagement.

Thanks to Bluetooth technology, users can connect their assembled droid to a dedicated app available on a smartphone or tablet, unlocking real-time controls, interactive programming and hours of imaginative play that go far beyond the build itself. Once connected, the droid comes to life – rolling forward, spinning, lighting up, speaking and reacting to its surroundings. One of the app’s coolest features is its interactive character gallery, which adds a rich, immersive dimension to the experience. When users tap on a Star Wars character, the droid responds in real time with movements and sounds that reflect how it would react in-universe. For example, if users select a friend like C-3PO, the droid responds with excitement and friendly behaviour. But if they choose a foe like Darth Vader, it reacts with alarm or caution, just as R2-D2 would in the films.

R2-D2 STEM Robot delivers a comprehensive STEM experience, supporting development of logic, creativity and fine motor skills through an engaging, build-it-yourself process.

DisneyLorcanaCollectionStarterSet

Ravensburger • 01869 363 830 • www.ravensburger.com disney.lorcana.uk@ravensburger.com

Following the sell-out success of Set 9: Fabled, two new products: the Collection Starter Set and Elsa Gift Box have been released, both aimed at enticing newcomers to join the fun of collecting Ravensburger‘s Disney Lorcana TCG.

At launch in the UK, samples of the Collection Starter Set were sent to a host of Disney fan influencers, board game creators and collectors across Instagram and TikTok to develop content around opening booster packs, revealing unique artwork and showing how newcomers to the game can curate their own Disney Lorcana TCG collection.

Ravensburger ran a targeted Come Round Marketing campaign, with over 150 x Collection Starter Sets being sent to Disney fans on Instagram for review ahead of the key Christmas buying period. The Ravensburger Disney Lorcana team also partnered with Disney on a sampling initiative at Hercules The Musical in London’s West End on Halloween, with Booster packs distributed to all show attendees and spot prizes on offer to the bestdressed-up outfits on the evening.

With a 4-pocket card portfolio featuring Mickey Mouse – Brave Little Tailor artwork, Glimmer Foil Tinker Bell – Giant Fairy promo card and 4 x Fabled booster packs, the Collection Starter Set will appeal to a host of fans and collectors.

The Elsa Gift Box would make an ideal seasonal gift, containing 5 x Booster packs; 1 x “Glimmer foil” Elsa – The Fifth Spirit promo card; a Card storage box and 3 x Punch-out card dividers.

VolvoCompactExcavatorECR40andHorschSingleSeederMaestro8CX

Bruder • (49) 911 752 090 • www.bruder.de • info@bruder.de

Bruder has added two new highlights to its product lineup with the introduction of the Volvo Compact Excavator ECR40 in the construction segment and the Horsch Single Seeder Maestro 8CX in the agricultural range. Both new models in scale 1:16 have authentic details, high functionality and durable design.

The Volvo Compact Excavator ECR40 introduces another true-to-origin toy vehicle to Bruder’s construction world. The Volvo features a 360° rotating drivers cab, a height-adjustable plough blade and a side-swinging boom arm for flexible digging operations, just like its real-life counterpart. Thanks to its rubber tracks, the excavator moves smoothly on various terrains and can easily handle small construction sites in the playroom or sandbox. The detailed cab and realistic functions make it a match for Bruder’s other Volvo construction vehicles like the Wheel Loader or Hauler. Suitable for children aged three and up, this model offers endless play possibilities for young construction fans.

In the agricultural range, Bruder now offers the Horsch Single Seeder Maestro 8CX, a highly detailed 1:16 scale model of the modern original. The seeder features foldable seed units for road and field modes, a fillable seed tank and flexible hoses that enhance the realistic design.

The Maestro 8CX fits perfectly with all Bruder tractors from the 3000 and 4000 series. Kids aged four and above can discover the world of modern farming in an engaging, hands-on way.

With these two authentic models, Bruder delivers premium-quality toys that combine technical precision, creative play and educational value, made for children who love to explore the world around them.

Icecat Studio: create A+ content for your brand faster and smarter

Brands know that strong product pages drive visibility and sales. With Icecat Studio, you can easily create professional A+ content for your own products –and publish it to Amazon and other retailers.

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• Publish to Amazon & retailers – Publish your A+ content directly to Amazon, and also share it with connected retailers in the Icecat network.

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Email: studio@icecat.com

F1

widget impacting the user experience

Lego has used Icecat Studio to develop an interactive Formula 1 widget that takes product storytelling to the next level.

• Interactive experience – Fans can explore the product family in a playful and engaging way.

• Easier navigation – A clear overview makes it quicker and simpler for customers to select and compare products.

• Boosts sales – By showcasing multiple products in one interactive experience, customers are encouraged to discover and buy more.

• Consistent brand presentation – The widget strengthens the Lego Technic identity while enriching the shopping experience at retail.

“With the F1 widget we can offer fans an interactive way to discover Lego Technic. It not only makes the shopping journey more fun, but also helps customers find and buy the right products more easily.”

– Valentina Viel, Lego

Result: a more engaging customer journey that drives faster decisions and higher conversion.

fresh

MyFirstTonies

Tonies • www.tonies.com sales@tonies.com

Tonies has announced the launch of My First Tonies, a new line designed especially for toddlers aged one to three. Developed from research into toddler play, My First Tonies combines sensory exploration with early learning, offering soft, squeezable characters that spark curiosity, support first words and encourage screen-free, independent play. At this early stage, toddlers learn best through repetition, recognition and discovery. Parents, meanwhile, are seeking toys that are engaging as well as developmentally beneficial, stimulating language, building attention and providing calm moments without overstimulation.

My First Tonies are made from soft, high-quality silicone that is squeezable, durable and easy to wipe clean. Each figure is lightweight and perfectly sized for small hands to grip, making independent play both safe and intuitive. Their friendly, figurative designs featuring large heads, bright colours and lovable faces connect instantly with toddlers and encourage imaginative role-play.

Each Tonie contains around 12 minutes of carefully structured audio, blending real sounds, short songs and simple stories that match toddler attention spans. The layered content, from animal calls and vehicle noises to early vocabulary and calming soundscapes, keeps children engaged, supporting both playtime and wind-down activities.

Families will be able to choose from three themed sets, each designed to connect play with the real world. With the Farm Set (Horse, Pig, Cow), kids can explore first animal sounds, sing along to playful songs and join short farmyard adventures; the Jungle Set (Tiger, Monkey, Parrot) encourages kids to swing and roar with wild characters that encourage movement and discovery; and with the Travel Set (Plane, Boat, Train), they can journey by land, sea and sky through immersive sounds and stories of adventure.

Each set includes three characters, offering 36 minutes of content in total. Fully compatible with both the original Toniebox and the new Toniebox 2, My First Tonies provide an accessible first step into the Tonies world for families with toddlers.

EFL2026andWorldDartsChampionshipstickercollections

Panini • 01604 877 888 • www.panini.co.uk

For the first time ever, collectors and fans can get stuck into Panini’s brand-new EFL 2026 Sticker Collection featuring all 72 EFL clubs. The eagerly anticipated EFL Sticker Collection features players from all three leagues and is packed full of stats and facts. It’s a great purchase for fans of the EFL as well as Panini collectors.

The collection features 788 stickers to collect, including special stickers and parallels to look out for. Collectors can get their collection off to a flying start with a starter pack, which includes an album plus five sticker packets.

An action-packed launch event at The National Football Museum will bring players from all three leagues and all 72 clubs together for the first time and feature a Q&A session with current EFL players and legends of the game. The collection will be supported by a full 360 marketing campaign, including investment in key digital channels, a digital takeover of EFL channels, influencer and club activations, nationwide sampling and activations across owned and paid-for social media platforms. The launch weekend will see a Panini takeover across EFL club matchdays and social channels with product giveaways and content activations and a sampling campaign through two national newspaper groups, as well as a cover-mount activity on key football magazines for kids.

Collectors and fans can also get stuck into the brand-new World Darts Championship Sticker Collection from Panini. Featuring the sport’s top talent and packed full of stats and facts, the World Darts Championship Sticker Collection is set to captivate darts fans and collectors alike. The collection features 312 stickers to collect, including special stickers to look out for. A starter pack includes an album, five packets, three exclusive Panini flights, plus a huge pull-out poster.

The collection will be supported by a digital-first marketing campaign across key platforms as well as PDC channels featuring darts favourites such as Luke Littler. Albums and packets will be sampled at Ally Pally during the World Darts Championships, and Panini will be reaching young darts enthusiasts by giving away albums and packets across official PDC darts academies nationwide. A nationwide newspaper campaign will offer free stickers with The Sun, alongside a partnership with TalkSport, reaching darts fans of all ages at every touchpoint.

BabybornBabyCarrierandChangingBag

Zapf Creation • 07488 335 251 • www.mgae.com

Baby born, one of the UK’s leading nurturing doll brands by Zapf Creation, continues to evolve its much-loved product range to reflect modern parenting and lifestyle trends. The brand focuses on developing toys which spark imagination, creativity and social skills which parents trust and value, and that children love to play with.

Expanding its accessories line this autumn 2025, Baby born has introduced the Baby born Baby Carrier and Baby born Changing Bag. Designed to enrich role-play, these thoughtfully created accessories support children to step into the shoes of little caregivers, encouraging empathy, nurturing skills and fine motor development. Children quickly learn and observe routines from the world around them, and the new Baby born Carrier is ideal for on-the-go play. It features a bold and eye-catching colourway, a cute sewn in patch and decorative pins to allow personalisation, with a safe storage box included. The stylish carrier is also practical, as it comes with an adjustable belt, making it easy to strap on and comfortable for children to carry their Baby born on a mini adventure.

To complement the carrier, the new Baby born Changing Bag is also available in matching pink tones with personalised pin decorations. It comes with realistic accessories, including a nappy and a changing mat to role play everyday routines, from changing nappies to bonding, and is suitable for both Baby born 43cm and Baby born 36cm.

These new accessory launches continue to reinforce Baby born’s position as the go-to nurturing doll brand, to not only entertain but support children’s learning and development through play.

Feature Outdoor Toys

Checking out Outdoor Toys

Following a fantastic summer filled with sunshine and heat, the Outdoor Toys category has been enjoying positive results, ending the season on a high note. Toy World’s Gabriela Jiménez García spoke with several leading Outdoor Toys suppliers to discuss how the warm weather helped boost sales and what the upcoming months have in store for the category.

AAt the end of August, the Met Office confirmed that summer 2025 was officially the hottest on record for the United Kingdom. The widespread and sustained warmth brought families outside to enjoy the sunny weather, positively impacting sales in the Outdoor Toys category, according to several leading suppliers.

Reydon Sports is one of the suppliers that have benefitted from the prolonged warm spells, with Marketing manager Andy Griffin telling Toy World: “The improved weather for this year helped trade tremendously, both from a sales perspective and in terms of retail confidence. The outdoor games category was significantly more buoyant in 2025 compared to 2024, with retailers exhibiting newfound optimism, particularly when our price points proved to be very reasonable.”

Scott Eden, Design director of Wilton Bradley, affirms that this summer’s prolonged spell of sunshine has been a real boost for the category, as the team experienced strong demand for the company’s pool ranges. “Families have been keen to make the most of their gardens, and we’ve seen that reflected in consistently strong sales,” he says. “At the same time, what’s been equally encouraging is the appetite for versatile, year-round products such as our Play Tray activity table. Parents are increasingly seeking items that can keep children entertained both indoors and outdoors, regardless

of the weather, so while summer has given outdoor sales a boost, our broader portfolio continues to perform well across the seasons.”

Ben Hogg, head of Marketing at Simba Smoby, reports that the good weather this summer was a huge boost to the re-launch of the Smoby Life playhouses. “If you miss the good weather at the start of the season, it's really difficult to get those sales back later,” he says. “It was an excellent year for us to re-launch our playhouses under the Smoby Life banner, where we now produce our range of Outdoor lines with high percentages of recycled plastics. The launch of Smoby Life gave us the ideal opportunity to refresh the colours of our playhouses, and we've been really pleased with the reaction we've received on this front. Our Nature Playhouse and Kitchen performed exceptionally well in this new styling, cementing its place as the No.1 selling playhouse.”

Ben Gibson, MD of Micro Scooters, believes that a sunny summer is the ultimate test for any outdoor brand, as it determines the quality and durability of the products put to good use by excited families looking to make the most of the sunshine. Micro Scooters rose to the occasion by delivering sturdy and reliable products that withstood high activity levels throughout the season. He tells us: “Families were outside for hours on end, which meant our scooters, balance bikes and ride-ons took a daily hammering, and they held

up; robust, reliable and still fun on the thousandth ride. That’s when parents really see the difference in something high quality that’s built to last. The weather didn’t just boost sales; it gave us the perfect stage to prove the quality of our products in real life.”

Wheeled Toys remains one of the strongest evergreen sub-categories in Outdoor Toys, with several suppliers highlighting it as an area of growth worth looking out for.

United Wheels’ Marketing manager, Glenn McGrath, tells Toy World that he has seen increased sales in performance bikes, lightweight designs and ride-ons that keep outdoor play fun and accessible for all ages. The company has recently unveiled an array of innovative wheeled toys, including new additions to its Huffy range, with a strong focus on kids’ BMX, and the launch of the Huffy LiteRiders series of lightweight aluminium bikes, which come in various sizes to cater to kids of all ages.

MV Sports has expanded its range of wheeled toys with a brand-new Hot Wheels lineup. A hero line in the collection is the Racer Ride-On, which comes packed with features including a large steering wheel, smooth wheel motion, realistic horn sounds and Hot Wheels flame decals across a striking blue frame. The range also includes the Hot Wheels Inline Scooter with Light-Up Wheels and Revver, and the Hot Wheels 12” Bike, both perfect for Hot Wheels fans eager to race in playgrounds and parks.

Feature Outdoor Toys

Scott Eden says that Wilton Bradley continues to see a steady interest in electric wheeled toys, with products such as hoverboards, electric scooters and go karts remaining popular choices for families. “Parents and kids alike are looking for outdoor toys that combine fun with a sense of excitement, and electric ride-ons deliver just that. At Xootz, we’ve developed a strong and growing range of outdoor electric toys that offer equal amounts of thrills and play value, and we only see that trend building further as families look for fresh ways to enjoy active play together.”

Meanwhile, Reydon Sports’ Andy Griffin is pleased that outdoor games are all the rage this year, and a focus area for the company, with its 18-piece collection of Junior Training Aids for kids under the PrecisionPlay brand receiving fantastic sell-through. “Our PrecisionPlay Junior Games range and Franklin Sports exclusive outdoor games have all had a huge amount of interest at various trade shows as well as at general trade, mainly down to competitive price points, strong USPs and a much-improved streak of positive weather,” he explains.

The outdoor games portfolios have also expanded at Trends UK and Vivid Goliath with new ranges. As the UK distributor for the Original Stomp Rocket brand, Trends UK has announced the addition of a host of new kits. A key line in the range is the Jr. Glow Rocket, which comes with four foam rockets that can soar up to 100 feet. Meanwhile, the High Performance 3 X-Treme Rocket Launcher comes with three rockets that can fly as high as 120 metres, so friends can compete to see who can launch their rocket the highest. Vivid Goliath is getting behind its Wahu outdoor range, which spans both Sports and Garden outdoor play categories, with a comprehensive suite of marketing campaigns designed to support the launch.

With the Golden Quarter in full swing, more marketing activations are already underway as suppliers capitalise on the season presenting yet another brilliant opportunity to sell outdoor products for Christmas. “The demand for outdoor toys in the run-up to Christmas is huge, as families

are looking for gifts that bring fun and activity into the home and garden,” says Scott Eden of Wilton Bradley. “With the return of our Fun Unleashed campaign – incorporating TV advertising, YouTube, celebrity content and more – we expect this interest to continue growing. The campaign helps showcase our standout products and inspires families with ideas for active play, making the festive season an exciting period for outdoor toy sales.”

Ben Gibson of Micro Scooters also believes that Q4 is an essential period for selling outdoor toys, as parents seek ‘big’ presents – and practical toys that will grow with their

Dolu

children and keep them engaged in the long run. “Parents are shopping for gifts that last beyond Boxing Day,” he says. “Our scooters and ride-ons are the opposite of plastic throwaways; they’re engineered, repairable and designed for years of use. That durability makes them the Christmas gift that keeps families active and having fun well into January and beyond.”

Over the following few pages of editorial, Toy World covers a wide selection of products from suppliers in the Outdoor Toys category.

07877 443 733 (Ria) | 07850 779 797 (Steve) sales@sjr-associates.co.uk

Dolu is a family-run business celebrating its 50th anniversary in 2025, marking half a century of designing, developing and manufacturing toys and nursery items in Istanbul, Turkey, where goods are supplied to 85 countries worldwide.

In 2025, Dolu has seen rapid growth across items such as playhouses, sand and water tables, slides, ride-ons ons and trikes. 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 the company can often deliver in as little as 21 days from the order.

Dolu’s outdoor toys range has introduced new colourways, matte finishing and full retail packaging on many products in addition to online order-ready-to-dispatch packaging. For 2026, Dolu’s focus is to continue to grow and strengthen the range with improvements to some existing items.

As a supplier, Dolu offers flexibility. All its ranges are made within the same factory, so orders can be combined within one shipment, with no MOQs per line.

Dolu exhibits every year at all the major toy fairs globally, including key fairs in London, Nuremberg, Deauville and a showroom in Hong Kong. The company is celebrating continued growth and success year on year, by listening to its customers, monitoring the markets, reacting to demands, investing in new products every year and refreshing products when needed to keep its offering strong.

Readers interested in arranging a meeting at one of the upcoming fairs to see the range of products can contact Ria or Steve via the details above.

Outdoor Toys

Wilton Bradley 01626 835 400 | www.wiltonbradley.com

Toyrific believes outdoor toys should do more than entertain; they should inspire curiosity, build confidence and be accessible to every child. The Toyrific Waterwall, first launched in 2021, perfectly captures this ethos. Designed to let children experiment with water flow, angles and cause and effect, the Waterwall brings STEM principles to life through play. It has quickly become a family favourite, offering hours of sensory fun while encouraging teamwork and problem-solving. Outdoor learning resources like the Waterwall combine excitement with educational value, making them an essential for gardens and classrooms alike.

The Play Tray, launched in 2024, has fast become another standout in the company’s range. While versatile enough for indoor use, it shines in outdoor settings, where it can be filled with water, sand, mud, or natural loose parts to create endless play opportunities. Beyond its open-ended uses, the Play Tray reflects Toyrific’s commitment to accessibility. Its adjustable height, detachable top and rectangular shape allow wheelchair users to comfortably engage alongside their peers. Toyrific is working with Lime Academy Hartwell, a specialist school, to further refine products like the Play Tray and ensure they meet the needs of children with diverse abilities.

Toyrific’s most recent launch, Stepping Stones, adds another layer to outdoor play. Designed to enhance balance, coordination and sensory exploration, they can be laid out as part of obstacle courses or used in imaginative games.

The multicoloured Stepping Stones encourage active, physical play, helping children develop motor skills and confidence in a fun, low-pressure way. Like the rest of the range, they can be used flexibly indoors or outdoors, but truly come to life outside, where children can run, jump and test their limits.

As the Outdoor Toys sector grows, Toyrific, under the umbrella of Wilton Bradley, continues to innovate with products that combine play value, learning outcomes and inclusivity. From STEM-inspired water play to sensoryrich exploration and active physical challenges, the company’s range proves that outdoor toys can be both fun and functional.

Hasbro

0208 569 1234 | www.hasbro.co.uk

Hasbro is levelling up the Nerf brand with the launch of the Nerf Loadout series, a new line designed to bring the thrill of video game customisation into the hands of players everywhere. Each blaster in the range is built around a modular system of interchangeable attachments, allowing fans to mix and match parts across the line and create more than 1,000 unique combinations. The result is a collection that offers not only performance but also a huge sense of creativity and personal expression.

Leading the line is the Nerf Loadout Galactic Commander, a powerhouse blaster that offers three different firing modes: semi-automatic, 3-dart burst and fully automatic. It comes with a detachable scope, clip-storage stock and barrel extension, all of which are compatible with other Loadout blasters, alongside two 18-dart clips. With 48 N1 darts included, designed for accuracy, speed and distance, the Galactic Commander is positioned as the flagship of the range, delivering both power and flexibility.

The Nerf Loadout Shadowspeed Recon is engineered for quick, agile play. Featuring a pump-action mechanism, a 6-dart revolving cylinder and a 14-dart storage attachment, it ensures rapid reloading and uninterrupted action. Finished with the striking Shadowspeed Recon skin, this model highlights the way the series blends bold aesthetics with practical design to keep gameplay fast paced and exciting.

The Nerf Loadout Arctic Zerostriker has a precision-focused, bolt-action format. Its 6-dart internal clip is supported by a set of tactical attachments, including a scope, stock, barrel and bipod, giving players a versatile setup suited to longer-range, strategic play. A standout feature is its ambidextrous bolt, which can be positioned on either side, making it equally accessible for both left- and right-handed players. The unique Arctic skin adds an extra layer of collectability, aligning with the broader Loadout theme of personalisation.

Across the range,  attachments can be swapped freely between models, encouraging players to expand their blaster collection and experiment with different builds. Every blaster also comes equipped with the new Nerf N1 darts, which have been engineered for extreme accuracy, speed and distance, further enhancing performance across all models.

Trends UK

01295 768 078 | info@trendsuk.co.uk

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

The award-winning Stomp Rocket collection now includes a host of kits. The brand’s history spans more than 30 years and is the original 100% kid-powered stomp rocket brand. A key line in the range is the Jr. Glow Rocket, which comes with four foam rockets that can soar up to 100 feet. As the name suggests, these rockets glow in the dark, so families can enjoy Stomp Rocket fun both day and night. The adjustable launch stand allows kids to play while experimenting with gravity and force. The Super High Performance 3 X-Treme Rocket Launcher comes with three rockets. Firing rockets up to 120 metres (longer than a football field) is possible with this pack, and rockets can fly further still with the Duelling Rockets, 4 Rockets kit. Friends and family can compete to see who can launch their rocket the highest. The Stomp Rocket Space NASA Collection comes with three Spacecraft rockets.

The Tri Water Blaster Scooter is a three-wheeled scooter with dual water tank and four powerful water jets that will launch water up to five meters. This sturdy set of wheels comes with a soft moulded easy grip handle, anti-slip footplate and rear footbrake. Like all Keyriders scooters, the scooter is extendible and foldable, meaning it’ll grow with the child, later fitting away neatly under a bed or in a cramped cupboard.

Outdoor Toys Reydon Sports

0115 938 6444

www.reydonsports.com sales@reydonsports.com

Heading into peak season, Reydon Sports continues with fantastic sell-through of PrecisionPlay, an extension of its flagship brand, Precision Training. The 18-piece collection consists of Junior Training Aids for kids, including Goals, Mannequins, Target Shots and quick set-up games, along with the unique and innovative Glow range, a set of light up products.

Aimed at ages 7+, the hero lines consist of a Skills Trainer Ramp Rebounder and a fully Rechargeable LED Light Up Football. The range is perfect for up and coming sporting enthusiasts, making training fun. Goals, Rebounders, Footballs, Mini Sets and Skills-based Games, the Junior range for Precision is retail packaged, suitable for any sporting goods or toy store.

The Rechargeable LED Light Up Football is looking to be a bestseller this Christmas. What sets Reydon’s Football apart is its mesmerising LED illumination which adds an electrifying dimension to playing. With a simple bounce or kick, the LED lights illuminate the field, transforming every game into a spectacle. Equipped with rechargeable batteries and a waterresistant battery cover, this football is designed for convenience and durability. Without the hassle of constantly replacing batteries, budding strikers can play with confidence, knowing that the ball can withstand the elements.

With a long-term business strategy to develop its sports

offering with a toy-like spin, Reydon Sports continues a strong year for own brand development and advanced procurement, fulfilling all needs for independent retailers. As an essential range for independent retailers, these collections continue to help stores of all kinds build loyal customer bases, diversify product ranges, engage with the community, ensure healthy profit margins and foster strong customer relationships.

John Adams

01480 414 361 | www.johnadams.co.uk

John Adams Leisure continues to expand its successful Intex outdoor toys range, adding a selection of new products to its portfolio. Kids can make a splash and enjoy the sun with the whole range of Intex inflatables, Aqua Quest SUP Boards (Stand Up Paddleboards), pools and ride-on toys.

Summer 2026 can be made even sweeter with the new Candy Zone Play Center. This cute play centre has a built-in sprayer that attaches to a garden hose and a landing mat for extra padding, keeping little ones cool during the hot summer months. It includes a waterslide, wading pool, water sprayer, two lollipop inflatables and six balls for rolling down the side.

Kids can also splash about in style with the realistic Intex Ride-Ons in Great White Shark, Stingray, Mystical Dragon and Sea Turtle styles. Featuring a super realistic vinyl print and two heavy-duty handles, the Intex Ride-Ons are the perfect summer accessory to take to the pool. Children can float in the pool in the Donut Tube and can practise their diving skills with the new colourful Underwater Torpedoes, which glide smoothly underwater and are made of soft, flexible material.

Families can cool down from the heat in the Swim Center Family Lounge Pool, using the four comfy built-in seats with backrests, perfect for lounging or supervising little ones. The Swim Center also includes two drink holders for the ultimate pool experience.

2025 saw rectangular pools making waves in the market, a trend which is set to continue for 2026. The rectangular pools have a sleek design, making them a popular choice for families looking to create lasting summer memories.

Each Intex kayak is made with strong and durable materials for stability, ideal for lakes and mild rivers. The new Seahawk 4 and Excursion 5 kayaks feature super-strong, multi-layered, laminated PVC material to maximise comfort and safety with roomy inflatable seats. They both have two quick fill, fast-deflate Boston valves, so consumers can spend more time enjoying the water.

The new ride-on toys, SUP Boards, inflatables, play centres and kayaks will sit alongside the existing Intex range of market-leading above-ground pools, the PureSpa range, airbeds, inflatable furniture and pool games.

Outdoor Toys Commotion

01732 225 821

www.commotion.co.uk info@commotion.co.uk

Commotion’s in-house brand, Tickit, has long championed open-ended play, creating resources that encourage children to follow their curiosity, use their imagination and enjoy learning indoors or outside.

For retailers, the appeal of outdoor toys that deliver both fun and learning is clear. Parents are increasingly seeking products that do more than entertain; they want toys that inspire creativity, communication and curiosity about the natural world. Tickit’s outdoor collection speaks directly to this demand, while offering stockists a range that is durable, versatile and suited to year-round sales.

Standout products include the Seasonal Gem Trees, which combine tactile, sparkling gems with imaginative and educational play. These versatile pieces are equally at home in outdoor role-play, storytelling or seasonal exploration, making them perfect for cross-merchandising across multiple toy categories. Their colourful design also makes them a strong gift line.

The SiliSoft range, including the popular Woodland Mushrooms, is another highlight. Made from flexible silicone, these toys are built to last, easy to clean and safe for younger children. Their open-ended nature ensures repeat play value, while their contemporary design gives them strong shelf appeal. This makes them an ideal choice for parents looking for long-lasting outdoor toys, and a reliable line for retailers seeking products that combine durability with sustainability credentials.

Commotion’s outdoor offering also captures the growing appetite for active play. The Tickit brand’s fabrics for physical play are cost-effective but high-impact, inspiring children to run, dance, build dens or create imaginative worlds. Equally popular is the Whizz Balance Bike, which continues to perform strongly at retail. As a proven gateway product for children learning to ride, the balance bike combines developmental benefits with the sheer fun and freedom that parents value highly when choosing outdoor gifts.

STEM-inspired play is another growth area, and Tickit caters to this market with resources such as the wooden framed Sensory Squares or the Easy Hold range. These lightweight tools encourage children to investigate plants, insects and outdoor environments, helping to nurture early science skills in a hands-on, engaging way. Complementary products for exploring minibeasts and plants, such as magnifiers and viewers, broaden the category and give stockists a ready-made solution for nature-focused play ranges.

For retailers, Tickit delivers across multiple key drivers: strong shelf appeal, practical features like easy-to-clean materials, and long-term play value that reassures parents they are making a sound purchase. Products are suitable for both the educational and retail markets, ensuring wide-ranging appeal, while open-ended design keeps them relevant across seasons.

For stockists, the Tickit range represents not only toys that inspire children, but also products that translate into strong, reliable sales throughout the year.

Robert Frederick

01225 310 107 | www.robert-frederick.co.uk | info@robert-frederick.co.uk

Robert Frederick has a suite of fantastic outdoor toys featuring licensed characters ranging from classic to contemporary.

The Peppa Pig gardening range is ideal for encouraging little ones outside. With colourful, durable gardening gloves, buckets, watering cans, tools and more, plus a garden tool bag with plenty of pockets, this range has everything a little gardener needs. Kids can pair these with a Peppa Pig Bug Spotter activity kit for a perfect day in the garden with Peppa and her family. A printed Peppa Pig FSDU is available to display these products in shops.

The Gruffalo continues to grow and thrive in the children’s space with an increasing emphasis on nature. Kids can get outdoors with the Gruffalo and enjoy vibrant garden tools, classic wooden games including child-size Croquet and Rope-handle Ring Toss, and a Bug Spotter activity set featuring a magnifying glass and lots of info about common insects. The bestseller in this collection is the Gruffalo Space Hopper, which is childsize and features sturdy handles that form the Gruffalo’s horns, perfect for maintaining balance and controlling direction. The body is made of high-quality, durable rubber, safe for both indoor and outdoor use. It’s a fresh take on a classic toy that has stood the test of time.

For classic characters, consumers can look to Paddington and Peter Rabbit. These iconic collections have something for every season: colourful gardening tools, including child-size gloves, all weather-resistant and sturdy enough for years of fun; child-size Croquet and Rope-handle Ring Toss; durable rubber Space Hoppers; and Splash Pads and Hopscotch Sprayers to beat the summer heat. The Splash Pads are classic circular designs with vertical sprinklers, while the Hopscotch Sprayer adds a little splash to the classic playground game. These water toys are durable and wipe clean with ease. The Peter Rabbit range also offers Bug Spotter activity sets and a giant 160cm inflatable Peter Rabbit Water Sprayer which hooks up to a garden hose.

The award-winning Elmer collection has standout toys that dazzle in Elmer’s iconic colours. As well as Croquet sets, Ring-toss games and garden tools, Elmer brings colour to the classic Space Hopper, Splash Pad and Hopscotch Water Sprayer. The showstopper is the massive Elmer Water Sprayer, which inflates into a 160cm Elmer spraying water from his trunk. Kids can inflate by mouth or with a pump, hook up the hose and enjoy hours of fun in the sun with the beloved elephant.

There’s something for every occasion and a beloved character for every taste and preference. Retailers are advised to get in touch for more information about FSDUs and other products within the licensed ranges.

Outdoor Toys

Micro Scooters

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

The new Maxi Micro Deluxe LED Foldable Scooter – Neon Edition is the latest evolution of Micro Scooters’ multi-award-winning children’s scooter range. Designed for riders aged 5-12, the Neon Edition combines all the premium features retailers expect from the scooter brand, with bold, dual-neon colourways that light up the playground.

Retailers can be confident in recommending the Neon Edition for every day, yearround outdoor use. The scooter is tested far beyond standard toy safety requirements to ensure durability, safety and weather resistance. From its extra-grippy silicone footplate with reinforced fibreglass core to its UV-resistant colour finish, every detail has been considered. The LED wheels are powered by motion (no batteries required) and sealed for longevity, while the robust anodised aluminium stem withstands the wear and tear of school runs and weekend adventures. Micro’s signature lean-to-steer mechanism and responsive braking system means families get the smooth, safe ride they’ve come to expect.

Features that make the Maxi Micro Deluxe LED Foldable Scooter stand out include a striking dual-neon colour combination, a one-click folding system for easy storage and travel, LED wheels for a built-in light show, an adjustable handlebar that grows with the rider and replaceable parts to extend product life and retailer margins.

The Maxi Micro has long been one of the company’s most popular scooters, and with this new colourway, the range becomes even more desirable in the all-important Christmas window. Parents want gifts that combine ‘wow’ factor and practicality, and the Neon Edition ticks both boxes: a standout design that delights children, underpinned by Swiss-engineered quality that reassures parents. With its broad age range, safety credentials and durability, the Maxi Micro Neon drives repeat footfall through replacement parts and accessories, while offering retailers marketing support across digital and in-store assets. In a crowded toy market, the Maxi Micro Neon Edition delivers the perfect mix: style kids want, quality parents trust and margins retailers can rely on.

The Maxi Micro Deluxe LED Foldable Scooter – Neon Edition is available now. For trade support, retailers can access POS, imagery, video content and social assets to maximise sales opportunities during peak trading.

Simba Smoby 01620 674 778 |

The Smoby Life range of outdoor products delivers big on quality, durability and style, while also giving families a greener choice. This proved to be a winning combination for Simba Smoby in 2025, and the firm is looking forward to heading into Q1 with even more to offer for the category.

The Mud Cooking House will build on the success of the Mud Kitchen, giving kids even more creative space to get messy and explore nature. With enough space for two to enjoy, the Mud Cooking House is packed full of features, with 16 functional accessories including removable work trays and a water tank.

The imaginative fun continues with the new Nature Playhouse + Workshop. Similar to the market best-seller, the Nature Playhouse + Kitchen, this new launch introduces DIY to the Smoby playhouse experience. Amongst the 39 accessories included are two vehicles for young handymen and handywomen to assemble and build in the workshop area.

As with all Smoby Life outdoor toys, the Mud Cooking House and Nature Playhouse + Workshop are robust, weatherproof with anti-UV treatment, and easy to clean. Both are also made from 50% recycled plastic.

0161 633 9800

Kids can take the fun outdoors with Character Options’ Stay Active KickerBall. This football 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, kick the side of the ball from the right to curve it to the left and strike the centre using the right kicking power to bend it.

Outdoor Toys

United Wheels

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

United Wheels has unveiled a standout line-up of new Huffy products, with a strong focus on kids’ BMX and innovative lightweight bikes, alongside recent awardwinning ride-ons that continue to capture the imagination of young riders everywhere.

At the heart of this year’s outdoor line-up is the all-new Huffy Symbol Freestyle BMX, available in 16” and 20” sizes and a variety of striking colourways designed to inspire confidence and style for young riders hitting the ramps and streets.

Also joining the line-up are the dynamic Huffy HX Pro Race BMX bikes, in 20-inch size and two bold colour options. Built for speed and performance, the HX Pro series offers the perfect gateway into the thrill of BMX racing.

Launching this month, the brand-new LiteRide range contains lightweight aluminium bikes available from 12” balance bikes through to 20” geared bikes. With stylish designs and trusted Huffy quality, LiteRide bikes make cycling easier and more comfortable for kids of all ages. Retailers can order now with immediate availability.

United Wheels is celebrating Huffy’s recent success at the 2025 Outdoor Toy Awards, where the brand secured two category wins and the prestigious Golden Award. The innovative Huffy Electric Green Machine wowed the judges, a panel of enthusiastic young toy testers, taking home the Ride-On category win and the Golden Award as Overall Winner. The Huffy Marvel Spidey and His Amazing Friends Electric Scooter triumphed in the Pre-School Play category, reinforcing Huffy’s reputation for delivering safe and fun ride-on toys. The Huffy Frozen Ice Cream Cart battery ride-on was also Highly Recommended, underlining the strength of Huffy’s outdoor toy portfolio.

A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B.Gee continues to strengthen its outdoor offering with a portfolio that is packed with trusted brands, innovative products and proven best-sellers. With everything from bubbles and blasters to pools and play tools, A.B.Gee aims to ensure retailers have the right mix to capture the excitement of outdoor play and maximise sales throughout the season. For younger families, Fubbles No-Spill Bubbles continue to be a standout performer. With clever spill-proof technology, little ones can enjoy hours of fun without the mess, making the bubbles a hit with parents and a reliable line for retailers.

Also proving popular is Red Toolbox Toys’ Play for Real range, which takes outdoor play beyond simple fun by encouraging children to develop real-life skills. Included is the Stanley Junior range of realistic tool sets and building kits inspired by the iconic hardware brand, ideal for budding DIYers. From starter projects like birdhouses and racing cars to more advanced builds, the collection is designed to grow with a child’s abilities, fostering independence, problem-solving and creativity. The Miracle-Gro playsets introduce little ones to the joys of gardening, with kits that encourage planting, nurturing and growing in a fun and accessible way. Char-Broil lets kids join in on family barbecues with their own role-play grills, designed to inspire imaginative outdoor cooking play. Together, these sub-brands expand role play into multiple lifestyle categories, offering retailers a differentiated range that resonates with both parents and children by combining hands-on learning with fun.

Wilton Bradley’s licensed goggles and masks feature much-loved characters such as Spider-Man, Disney Princess and Mickey Mouse. These swim accessories bring instant shelf impact and strong brand recognition; the goggles and masks not only look great but also serve a practical purpose, helping children feel confident and comfortable in the water. With broad appeal across both boys and girls, the range combines everyday functionality with the magic of play value, offering high levels of repeat purchase potential. Complementing the licensed swim line, Wilton Bradley’s wider range contains everything from pools and novelty inflatables to swim vests and surf riders. Together, this cohesive range ensures retailers can cover all water play needs.

Meanwhile, Zuru’s outdoor powerhouse brands continue to drive momentum. The fast-growing XShot and XShot Water ranges deliver high-performance blasters, while Bunch O Balloons revolutionises water fights with speedy filling technology.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Vivid Goliath has a full suite of marketing campaigns to support the arrival of its marketleading outdoor range, Wahu. This fully comprehensive collection spans both Sport and Garden outdoor play categories, bringing activity to backyards and parks alike.

In Sport, the heritage brand Phlat Ball continues to rank among the top best-sellers with an iconic, transforming play patternthrow it like a disc, catch it like a ball. Now, with the launch of the Junior Phlat Ball, the go-anywhere fun is even more accessible for younger kids and perfect for outdoor adventures.

Super Wubble is a bubble ball that’s super squishy, squashy and incredibly lightweight. Available in pink or blue, Super Wubble offers endless fun for all ages. New for this season is the perfectly portable Tiny Wubble. Kids can also take artistic play outside with the Outdoor Giant Spirograph – a fresh twist on the classic drawing toy. Using colourful chalk pieces, kids can create giant spiralling designs on driveways, patios, or playgrounds.

GIVE GREY DAYS A SPLASH OF BRILLIANT COLOUR

With our boldest Maxi Micro yet. For ages 5 -12 years.

Outdoor Toys

One for Fun

0141 613 2525 | www.oneforfun.com | sales@oneforfun.com

The HGL and Tobar brands from One for Fun are known for their outdoor ranges. For 2026, under the Tobar Classics range, they are bouncing into spring/summer with the Hopper collection. The Retro Space Hopper is the original orange hopper that everyone knows and loves – this ’70s icon is 60cm, includes a foot pump and is suitable for ages six and up. The Flashing Space Hopper is a 60cm, junior size translucent Space Hopper with light-up LED balls inside. As it bounces, the motion triggers the LED balls to light up and flash. Suddenly, there is a dazzling display of lights as it hops along.

Highlights from HGL are the Inflated Rainbow Ball. These 12cm neon inflated rainbow soft play sports balls are available in a football and a basketball design. Made from a soft but durable material, they provide hours of active fun. With bright and attractive rainbow colours, they have a lightweight feel and an easy-to-grip surface, perfect for use both outdoors and indoors.

The HGL foam gliders are available in two bright colours and sizes. The large foam glider is ideal for the park or the beach, easy to assemble and at a perfect pocket money price point. A standard-sized glider is also available. Durable and fun, these lightweight gliders can provide hours of entertainment for kids and adults. The Light Up Hula Skipper is designed to wear kids out whilst standing in one place. A one-person skipping game with a light-up ball, kids attach the hoop to one ankle and spin it around, hopping over the flashing globe with the other foot. Meanwhile, Playground Chalk is designed to unleash outdoor creativity. Featuring 12 vibrant chalks, this product is great fun for budding artists.

John Leisure 01616 526 661 | kay@john-toys.com

John continues to be a leading European specialist in the world of balls and outdoor toys, with an strong portfolio of character-licensed merchandise and sports products. Through its diverse product range, John aims to encourage consumers to stay active and promote good health both mentally and physically. The company is making considerable investments in continuous product development, allowing it to maintain its hold as a leading UK ball supplier.

Kicking off its range are the character licensed 5” and 9” Playballs. These brightly coloured, durable balls are perfect for outdoor play and available in multiple licences including Toy Story 5, Stitch, Spidey and His Amazing Friends, Gabby’s Dollhouse, Paw Patrol, Peppa Pig, SpongeBob SquarePants, Hot Wheels and Barbie.

Within its German-engineered sports range, John’s Size 5 Footballs have taken the UK market by storm, and the supplier continues to build and grow this range at pace, growing its UK Football business by over x10 this year. The 2026 range has received outstanding feedback, and momentum for this range continues to build. With 2026 being a world cup year, John expects it to be one of its biggest years yet.

John’s brightly coloured pop-up tents are the perfect playground for little adventurers, princesses, explorers and superheroes. No poles are needed to build these tents, which go up in seconds. Available in multiple licences, including Stitch, Spidey and His Amazing Friends and Peppa Pig to name a few, these tents are enjoying tremendous success and gaining momentum.

Little Tikes has firmly established itself as a leading brand in the Outdoor Toys sector, creating new and innovative ranges that have gone on to become firm family favourites for over 55 years.

The Little Tikes Gas ‘n’ Go Mower includes a realistic throttle and a role-play fuel can and is 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 iconic Cozy Coupe has been a mainstay of play for over four decades, creating cherished memories for generations of little drivers. 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 range also expanded with its first licensed product, the Bluey Grannies Car Coupe, inspired by the Bluey episode, Grannies, from Season 1. 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.

The partnership also introduced new outdoor play sets, including the Bluey Water Table, which features Bluey and friend characters, a Lazy Water River, cascading pools and a sand/water cavity. Its evolvable legs mean that it can start on the floor and grow with the child. The Bluey Bushland Adventure Splash Pad features sliding Bluey characters, spinning water gears and a waterfall tower. It folds for storage and suits ages 2-4. Finally, the Bluey Beach Day Sandbox, inspired by The Beach! episode, includes themed moulds, seats and a cover, holding up to 50kg of sand for kids ages 1-6.

MV Sports

Outdoor Toys

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

Synonymous with speed, action and imagination, Hot Wheels continues to ignite children’s passion for racing across the globe. Now, MV Sports is bringing that same adrenaline-charged spirit into the world of wheeled toys, giving retailers an opportunity to tap into one of the most iconic names in play. Bursting with energy, bold graphics and the unmistakable flame logo, the new Hot Wheels lineup is engineered to fuel backyard races, driveway adventures and park-side play, transforming everyday spaces into thrilling racetracks.

The Racer Ride-On takes pole position in the lineup, designed for young speedsters who are ready to race into action. With bold Hot Wheels flame decals across a striking blue frame, this ride-on is packed with features including a large steering wheel, smooth wheel motion and realistic horn and engine sounds for non-stop fun.

Also forming part of the collection is the Hot Wheels Inline Scooter with Light-Up Wheels and Revver. As kids zoom around, the motion-activated wheels spark into life, while the handlebar revver provides turbo-charged play. A fully printed stem wrap with signature Hot Wheels graphics, combined with a robust steel frame, anti-slip footplate and puncture-proof tyres, ensures the scooter is as durable as it is eye-catching.

Completing the core range is the Hot Wheels 12” Bike, designed with a sturdy steel frame adorned with blazing flames. This first bike combines safety and fun with stabilisers for balance, soft-touch grips for comfort and a handlebar revver to keep the action alive. The bold Hot Wheels Safety Helmet ties the whole range together, offering essential protection in a lightweight, stylish design.

With its combination of trusted MV build quality and the unrivalled pulling power of the Hot Wheels brand, retailers can expect standout shelf appeal, strong consumer demand and a product line that delivers on both fun and function.

Allegedly

One of the biggest retail stories of the past month was the revelation – and I don’t use that word lightly – that Sainsbury’s has been in conversation with Chinese online giant JD.Com (the largest retailer in China according to Google) over the sale of Argos. According to those who know far more about this situation than me, talks have been going on for some while. The first I heard of it was when I saw a Retail Week story claiming that talks had collapsed. However, not everyone I have been speaking to thinks the conversation is dead in the water just yet. Some seasoned retail observers think this may be a negotiating tactic – allegedly, JD and Sainsbury’s have been discussing a sale at a certain price, and JD appears to have suddenly decided to lower the bid. There are numerous potential ways this could go. Maybe JD will hold firm and not increase its offer. Maybe Argos will stick to its guns and refuse to budge on the price. Admittedly, JD does have ‘form’ in these situations, having walked away from a deal to acquire Currys last year. However, perhaps there is a bite point where a deal would suit both parties…? Is this all just a case of bluff and counter bluff? One thing is for certain – I bet James Ford’s phone has been red hot in recent weeks (being the man in charge of JD.Com’s UK toy business). I don’t think it’s an understatement to say this would be a truly seismic deal if JD does manage to pull it off – with major implications for the UK toy market. Watch this space…

The Entertainer announced last month that it will be withdrawing from Amazon at the end of the current trading year while initiating a major expansion of its Dropship programme, which has been performing exceptionally well. Ultimately, this move will allow the digital and logistics teams to focus on serving customers via The Entertainer’s own online platform and those of its retail partners. CEO Andrew Murphy pulled no punches when commenting on our story on LinkedIn: “We’ve been asking ourselves why, when drawing new customers to our website through this strategy of “fair deal” partnering, we’re happy for customers to go to someone else’s website to access our products…especially when their seller rules are so painful and rates so high that we make a very meagre return for our considerable effort.” I very much doubt that The Entertainer is the only retailer to hold that view, but fair play to them for having courage to act upon it. Trading with Amazon takes up a lot of bandwidth, especially in terms of time, energy, resources… and cash. And this means it is not exactly an outrageously profitable channel for many businesses. I appreciate that there are counter arguments, but every business should evaluate the Amazon ‘opportunity’ on its own merits and decide if it’s right for them, or whether they would be better served going down another path…

The Entertainer has also started its Sunday opening trial, with a six-month test period which began last month. It’s a major break with tradition by the retailer, but one which many people – both inside and outside the toy community - would consider long overdue. CEO Andrew Murphy had this to say: “The decision to trial Sunday opening is a natural development as we seek to maximise customer convenience and the company’s sustainability. Our colleagues – as the beneficiaries of the Trust which now owns the business – recognise the importance of meeting customer demand and competing hard in a tough market, and we’re delighted with the exceptionally high degree of ‘opt-in’ support we’ve seen for our first steps into Sunday working.” The Entertainer will review customer and employee feedback alongside commercial results when the trial finishes next Easter, before deciding whether the change should become permanent. If I was a betting man, I suspect the new opening hours are here to stay, but it will certainly be interesting to see if the numbers back up my hunch….

As I wandered the aisles of BLE, bumping into people I knew, just about everyone’s opening remark was “it’s busy, isn’t it?” The mood was upbeat too. I spoke to a lot of licensors, licensees and retailers, and across the board there was a feeling that licensed products are playing a crucial role in ensuring the toy market finishes this year in a good place. 2026 is set to be another big year for licensing too, and BLE is the perfect place to start or continue the conversations about planning for next year. A big thank you to all of those licensors who found time in their busy schedules to see members of the Toy World / Licensing.biz team – we truly appreciate it. And a particularly big thank you to Hasbro for inviting us to their showcase – it was a very well-delivered presentation, and the resurgence of Peppa Pig has not only created great momentum for the business but has also provided a strong blueprint that it can apply to other brands in its portfolio. It’s good that Hasbro sees us as trusted partners – because that’s how we see ourselves. I’ll never quite understand the licensing companies that talk about the importance of partnership and then bar media from their showcase events – are we not considered partners? If we are, why would we risk derailing the partnership (and being completely blunt, losing valuable advertising revenue) by printing something we shouldn’t – only a crazy person would do that. Licensees tend to tell us about the good (and bad) bits, so it’s not as if we don’t get the information anyway; it would just be nice if we got it first rather than secondhand. But hey-ho, it meant more time on the show floor to see partners, so every cloud…

The government and trading standards teamed up last month to warn consumers of the dangers of buying fake toys. The statistics in the press release were stark: 259,000 fake toys worth over £3.5m have been seized at the UK border so far this year. 90% of these – 236,000 items – were counterfeit Labubu dolls, seized before they could reach UK consumers. 75% of seized counterfeit toys fail safety tests with banned chemicals and choking hazards found. Of course, this is just the tip of the iceberg: Trading Standards organisations are doing an amazing job, but the sheer volume of potentially counterfeit and unsafe toys reaching consumers in the UK is becoming overwhelming. A tidal wave of tat is heading our way, and consumers really need to know what’s at stake. The whole idea of ‘Lafufu’ has been a bit of a joke in the toy community in recent months, but clearly this is not cool. Commenting on my LinkedIn post about the announcement, Thierry Bourret pointed out the rather delicious irony of Chinese companies copying Chinese brands (“the snake has well and truly started eating its own tail” indeed). However, the serious side of this whole situation is undeniable, and the ‘Fake Toys, Real Harms’ campaign – spearheaded by the Intellectual Property Office in collaboration with leading toy retailers, local authorities and social media influencers – deserves to be widely covered. A few weeks ago, we were being inundated with requests from radio programmes and print media wanting us to talk to them about the explosion in popularity of Labubu. I hope those same media outlets give equal coverage to this story, as it needs to be heard by consumers who think buying a cheap knock-off isn’t hurting anyone, and that saving a few quid is more important than children’s safety.