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.