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.