September 2026 Volume 16 Issue 01
CHEATERS EDITION
, T H G U A C GET ! D E F F U C GET
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The Team... John Baulch
Co-Founder & Publisher john@toyworldmag.co.uk 01442 502 408
CONTENTS September 2026 Volume 16 Issue 01
46 Feature: Pre-Christmas Marketing
68 Company Profile: Playmobil
Mark Austin
Sales Director mark@toyworldmag.co.uk 01442 502 405 07710 532 952
Freddie Nicholas
Senior Media Sales Executive freddie@toyworldmag.co.uk 01442 502 408
New
Regulars
Features
07 10 26 28 34
30 Generation Media 42 Circana 76 Fresh 134 Allegedly
46 Feature: Pre-Christmas Marketing 66 Opinion: Etopia 68 Company Profile: Playmobil 72 Brand Profile: Tonies 84 Feature: LA Fall Preview 94 Feature: Playground Crazes & Pocket Money Collectibles
From the Publisher News Industry Moves Marketing World Licensing World
Caroline Tonks
Editor caroline@toyworldmag.co.uk 01442 502 406
Contributors
September 2026
Don't miss our exclusive Games & Puzzles Supplement
Mark Buschhaus | Stephen Barnes Sangita Sivanesan | Rory Partis Asha Bhalsod Gabriela Jiménez García Deputy Editor gabriela@toyworldmag.co.uk 01442 502 406
84 Feature: LA Fall Preview
94 Feature: Playground Crazes & Pocket Money Collectibles
Anna Whyte
Assistant Editor anna@toyworldmag.co.uk 01442 502 406
Alakat Published by
Vicky Doe
Staff Writer vicky@lewisbusinessmedia.co.uk 01825 701 240
www.toyworldmag.co.uk Mark Crowford
Design and Production Manager markc@toyworldmag.co.uk 01442 502 405
@toyworldmag @baulchtweet
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W
elcome to the September issue of Toy World – our 15th birthday edition. We’ve come a long way since our very first issue back in September 2011, and the past year has seen some significant changes with the sale of the business to new owners. But one thing which hasn’t changed is the Toy World team’s passion for the toy market: the products, the people, the twists and turns and the ever-evolving nature of the business we all know and love. I have worked on numerous titles in different markets during my career, but toys has always been the industry I have felt most at home in and most enthusiastic about. And as I edge towards the twilight of my career, I count myself extremely fortunate to have spent so much time in such a wonderful industry. But as I have told many people over the past year, I am certainly not winding down yet – there’s still plenty to do before I hang my laptop up for good further down the line.
from the publisher
John Baulch - @Baulchtweet
One of the biggest announcements of the past month was the news that Yogi Parmer will be stepping down from his role as Toymaster MD. Yogi has been with Toymaster for an amazing 37 years, which he told me has been “a privilege and an honour.” The hunt is now on for a new MD, who it is hoped will be onboard by January. Yogi will stay on for a handover period of a few months, and he will also remain on the board as a Non-Executive Toymaster Director, which is great to hear. He will leave the business in a fantastic place; the members are having a very strong year, suppliers continue to be incredibly supportive of the group, and the Toymaster central office team is a closeknit, passionate and knowledgeable group of people. It’s a marvellous foundation to build on, and a wonderful opportunity for someone to continue the great work that Yogi has done. The advertisement for his replacement is currently running on the Toy World website, and it is going to be very interesting to see who applies for the role. Big shoes to fill, but a great opportunity, and a wonderful time to be joining Toymaster. The other major news story of recent weeks was the surprise announcement that Sainsbury’s has sold Argos to Swift Partners in a £120m deal due to be completed in February, allowing the supermarket to concentrate on its core business. Sainsbury’s paid £1.4b for Argos back in 2016, although crucially, that amount wasn’t just for the Argos stores: that figure included a cash balance of over £500m, plus a loan book from the Argos credit card which exceeded £700m. Taking that into account, the disparity isn’t as huge as it might first appear. Nevertheless, I have read comments expressing surprise that Sainsbury’s has elected to sell the business, although the two retailers will remain linked – Argos will continue
to operate in Sainsbury’s stores and integrate with the Nectar programme, so it appears that Argos will continue to generate revenue and footfall for Sainsbury’s without any of the overheads of operating the business. That’s the positive way of looking at the deal. But it would be remiss of me not to explore the other side of the debate. Former Argos head buyer Ian Chaplin has never been one to mince his words on the treatment of Argos by Sainsbury’s, and true to form he didn’t hold back when the news broke: “They bought a leading multi-channel retailer, then through lack of respect and knowledge transformed it into a business that lost share in all categories and lost millions of customers. They let thousands of talented colleagues leave and replaced them with corporate puppets. When trying to create a core range across the two businesses they kept 80% of the Sainsbury products and 20% of Argos, despite sales and cost price info supporting the opposite. Hopefully the future will be a bit brighter, but one walk around an Argos store today will tell you it’s probably too late.” And that is surely the crux of the matter. Just about every toy supplier wants to see a successful Argos. The new owners will be focused on non-food business as a priority, rather than a secondary consideration. But with the growth of Amazon and other retailers over the past decade, has the ship sailed? Will the format of a kiosk at the back of Sainsbury’s be enough to enthuse consumers? Will we see a return of some form of physical catalogue, or more standalone stores? What happens when either Sainsbury’s or Argos runs a big promotion on a toy line the other is carrying. Before, they were one business. Now they’re two separate businesses with no visibility of price-cutting activity. Lots of questions and grey areas to iron out, but an opportunity for the new owners to draw a line under the previous incarnation of Argos and potentially reinvent it for the modern retail landscape. So, after a busy summer holiday season draws to a close, we reach the business end of the year – the all-important countdown to the festive season. The toy market has had a storming year so far, and all the evidence points to that momentum continuing through to Christmas. Looking at this month’s feature on Pocket Money Collectibles and Playground Crazes, the breadth of new lines being introduced into this hugely successful category is simply staggering. We also round-up Pre-Christmas marketing campaigns, and our standalone Games & Puzzles supplement reveals a very healthy sector as we approach peak selling season for these ranges. We’re in a good place, and 2026 looks set to be an exceptional trading year for many toy companies and retailers. Hang tight, because the next few months will be a wild ride.
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News Sainsbury’s agrees on sale of Argos to retail specialist Swift for £120m Sainsbury’s has announced its agreement to sell Argos to Swift Partners, a retail specialist, for at least £120m. Swift Partners’ shareholders include Richard Pennycook, a former Chief Executive of the Co-op Group. The deal is expected to be completed in February next year. When commenting on the deal, Sainsbury’s stated that it would be ‘business as usual’ for customers, staff and suppliers. Customers will see no visible changes to Argos within stores. It will continue to operate in Sainsbury’s shops, sell Habitat products and offer Nectar points. The deal comes a decade after Sainsbury’s bought Argos and Habitat for £1.4b. On the decision, Simon Roberts, Sainsbury’s Chief Executive, told Sky News: “Sainsbury’s has transformed Argos into a leading multichannel retailer with millions of customers and thousands of talented colleagues. As we have strengthened our core food business, we have carefully considered what it will take to create the strongest possible future for Argos. “Swift brings retail leadership, operational expertise, technology capability and long-term investment, alongside a deep commitment and belief in the future potential for Argos customers and colleagues. It understands and values the Argos brand, shares our values and will accelerate Argos’s transformation through its dedicated expertise and long-term investment. “I would like to thank Argos colleagues for all of their commitment and hard work. This is an important next step in building the strongest future for Argos and I would like to reassure our colleagues, customers and suppliers that it’s business as usual.” Swift has said it will build on the strength of the Argos brand, its multichannel model and store network, bringing ‘expertise and investment to accelerate growth and innovation in a fast-moving and competitive general merchandise market’.
Smyths Toys to open first shopping centre location Smyths Toys Superstores has announced that it will be opening its first store in a shopping centre location in the UK. It has chosen Eden Shopping Centre in High Wycombe. The 21,419 square foot shop will be situated next to Boots and opposite Kids Corner, and is due to be open in time for the Christmas period. Smyths Toys currently operates more than 300 stores across Europe. Previously, the toy retailer has chosen locations in retail parks, so the move marks a significant evolution in its physical store strategy. At the new Eden Shopping Centre location, customers will be able to shop from a selection of toys, games, gaming products, bikes, outdoor play equipment, baby products and nursery essentials from leading brands. On the announcement, Andrew Norton, Centre Director at Eden, told The Retail Bulletin: “Securing Smyths Toys for the launch of its first UK store under this new shopping centre concept is a landmark moment for Eden and a major vote of confidence in High Wycombe town centre. “Smyths Toys is one of the most recognisable names in family retail, and its decision to evolve beyond its traditional retail park model at Eden demonstrates the strength of our location and the continued appeal of high-quality, experience-led town-centre destinations. “We’re extremely proud that Eden has been chosen for this important first and look forward to welcoming Smyths Toys to High Wycombe this November.”
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News The Entertainer expands footprint with openings in Manchester and Guernsey The Entertainer is expanding its retail presence with a new store at Trafford Centre and a partnership with Creasey’s Department Store that will bring its full range of toys, games and collectibles to Guernsey for the first time. Arriving at Creasey’s flagship St Peter Port store this autumn, the new 3,000 sq. ft concession will see The Entertainer take over operation of the 127-year-old department store’s toy business. The partnership adds to The Entertainer’s existing Channel Islands presence in St Helier, Jersey. The concession will give Guernsey shoppers access to ranges including Meccano, Early Learning Centre and Yummy Buddies. Creasey’s also joins Tesco, Matalan, Deliveroo, Moonpig and Carrefour UAE as part of The Entertainer’s Toy Box retail solution for multi-category retailers. Phil Savage, Group Chief New Business Development Officer at The Entertainer, said: “We’re very excited to be launching on the island of Guernsey and absolutely delighted to do so by partnering with a retailer of the quality and standing of Creasey’s.” Meanwhile, The Entertainer will open a brand-new store on Upper Regent Crescent at Trafford Centre in September, bringing a full-range specialist toy offering back to the centre for the first time since 2018. The store will carry more than 3,000 toys, games and collectibles, including products from Lego, Mattel, Hasbro and Zuru, alongside Pokémon, One Piece, Panini, Topps and The Entertainer’s own-label ranges. The Trafford Centre location will be The Entertainer’s eighth opening in 12 months, following new Toys for Less outlets in Hatfield and Leeds and the reopening of its expanded and refurbished Brighton Churchill Square store. Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said: “We’ve been patiently waiting for almost a decade for the right space to become available, so we’re particularly excited to share this news.” The Guernsey concession is expected to open in time for the October half term.
Strong exhibitor demand drives early momentum for Toy Fair 2027 Toy Fair is returning to Olympia, London from 19th-21st January 2027 for its 73rd show, with early exhibitor demand from returning and brand-new companies proving strong. A large proportion of stand space has already been allocated, including a sold-out Gold Zone. As the first major industry event of the year, Toy Fair provides a platform for companies to meet face to face with existing and prospective customers and unveil brand-new launches. Buyers from across the retail spectrum will attend, alongside licensors, inventors, designers, media, influencers and the wider industry. Following a strong 2026 event, companies already committed to exhibiting in 2027 include the Lego Group, Asmodee, KTL, Jazwares, Vivid Goliath, Just Play and Tonies. Simon Prest, Sales Director of Orchard Toys, said: “Toy Fair is always one of the highlights of our year. It gives us the chance to step away from the day-to-day, spend valuable time faceto-face with our customers and share the latest games and puzzles we’ve been developing.” Jamie Dickinson, Head of Marketing at Playmobil, added: “There is nothing else like it for bringing the industry together, providing the space to showcase our new products alongside our best sellers, all in a relaxed environment among peers who are ready to do business for the year ahead.” The Gold Zone, situated within the Grand Hall, provides a launchpad for smaller companies and entrepreneurs entering or expanding within the market and is now sold out for 2027. Majen Immink, Head of Toy Fair, commented: “It’s fantastic to welcome back such a high number of returning exhibitors, alongside many first timers who will no doubt bring fresh ideas and energy to the show.” Companies interested in exhibiting are encouraged to apply as remaining space is limited. Visitor registration will open in early October via the Toy Fair website.
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News National campaign calls for 90 minutes’ free parking Spring and Autumn Fair has launched a national campaign calling for a minimum of 90 minutes’ free parking in town and city centres across England, following research into the measures retailers and consumers believe could encourage more high street visits. Launching under the banner ‘Support Free Parking. Back Local Businesses. Bring People Back.’, the campaign centres on a Parliamentary petition calling for local authorities to consider parking as part of wider strategies to increase footfall, support independent businesses and strengthen local economies. The campaign has developed from Voices of Retail, Spring and Autumn Fair’s annual research programme produced in partnership with Faire. The latest findings reveal that 38% of independent retailers believe free parking would have the greatest positive impact on their business, while 63% of consumers say it would encourage them to visit town and city centres more often. The research also found that 95% of consumers would spend more if their local high street offered a better mix of shops, while 96% want to see more independent retailers alongside cafés, bakeries and other experiences. Alongside the petition, retailers are being invited to join the campaign through a dedicated Retailer Toolkit, including window posters, QR-code till stickers, social media graphics and digital assets. Trade associations, suppliers, local business groups and industry organisations are also being encouraged to support the campaign. The campaign is calling for legislation requiring local authorities in England to provide a minimum of 90 minutes’ free parking in town and city centres, alongside greater recognition of parking within town centre regeneration and local economic growth strategies. The Parliamentary petition is now live, with retailers, consumers, suppliers, trade bodies, local authorities and communities invited to support it.
StyleStix rolls into 15 Smyths Toys Superstores Click brought StyleStix, the new wearable sticker system, to 15 Smyths Toys Superstores nationwide for a free Peel, Press & Create sampling day on Saturday 15th August. Running from 10am to 4pm, the StyleStix Station popped up in Falkirk, Glasgow, Croydon, Old Kent Road, Sunderland, Cardiff, Northampton, Leeds Kirkstall & Crown Point, Liverpool Speke, Bury, Norwich, Milton Keynes, Bristol and Staines, giving shoppers their first hands-on chance to peel, press and personalise multiple items and surfaces with the stickers that transfer in a matter of seconds, with no heat or water needed. Maddi Tiscoe, Head of Marketing at Click, commented: “What struck us most on the day was watching surprise and delight reactions in real time. There’s something genuinely addictive about the tactile peel-and-press of StyleStix, and once one sticker’s gone on, they can’t stop at one. With Series 2 and 3 landing later this year, there’s plenty more for kids to discover, collect and make their own.” At each store, families were welcomed by a branded StyleStix area where kids could test-stick designs on a printed backpack, bottle and cap outline before customising an item of their own. Free sampler packs and a Find Your Stix letter hunt kept families and friends involved, while the StyleStix Series 1 Mystery Pack, featuring 12 collectible themes plus a secret 13th, was on sale on the day. Shoppers were also invited to enter an on-the-day competition for the chance to win Smyths Toys vouchers by sharing their customised look on social media using #smythsstylethatstix. 15,000 sample packs were shared with kids across the nationwide events. Click partnered with StreetPR to execute and facilitate the nationwide event roll out. The StyleStix range is available now at Smyths Toys Superstores nationwide and online. For more information, visit www.clickdistribution.co.uk or contact maddi@clickdistributionuk.com. For sales enquiries, please contact Tony White, Sales director at Click, at tony@clickdistributionuk.com.
Yu-Gi-Oh! Master Duel celebrates surpassing 100m downloads Konami has announced that Yu-Gi-Oh! Master Duel has surpassed 100m cumulative downloads, with a limited-time in-game campaign now underway to mark the milestone. The campaign features login bonuses and a selection of packs in the in-game shop containing Alternate Art cards. These include extended art versions of Favorite Hero Shining Flare Wingman, Wake Up Your Elemental Hero and Super Polymerization, alongside Elemental Hero Stratos and Polymerization. Previously released Alternate Art cards El Shaddoll Construct and El Shaddoll Winda are also returning to the shop. Konami has also introduced the Elemental Hero Deluxe Mate Bundle, alongside collection sets for the Shaddoll and Darklord themes featuring new cards available through Selection Packs. Duelists can use the new cards in events including the Fusion Cup and Ranked Battles. Players who log in throughout the campaign can receive Raffle Tickets and a total of 1,000 Gems. Raffle Tickets can be used in the Lucky Draw for the chance to receive rewards including an Alternate Art Exchange Ticket, 1,000 Gems and a Lucky Draw Pack Ticket featuring an SR or higher card with Royal Finish. To further celebrate the 100m-download milestone, an Elemental Hero Deluxe Mate Bundle is now available, featuring two guaranteed UR cards and a Deluxe Mate. The bundle includes 20 Desire for Change Selection Packs, DX Mate Elemental Hero Neos and Shining Neos Wingman, a Sandwich Day Mate Base, Elemental Hero Collect File and Coin, as well as Favorite Hero Shining Flare Wingman-themed Wallpaper, Protector and Icon. Yu-Gi-Oh! Master Duel allows Duelists to experience the Yu-Gi-Oh! Trading Card Game digitally, with the latest campaign adding further cards, rewards and gameplay opportunities for its global player base.
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News Award-winning Kids Hits enters new stage of international growth Built around the belief that the toys children play with today can help shape the skills, curiosity and confidence they carry into tomorrow, Kids Hits is entering a new stage of international growth. Now distributed across more than 45 countries with products available in 21 languages, the Best of Toy Fest winner is deepening its presence with major retailers and distribution partners worldwide. At the heart of Kids Hits is a simple question: not just ‘Is this a good toy?’ but ‘What does it give the child and the family?’. Its philosophy, ‘Today’s toys become tomorrow’s mindset’, is reflected throughout the brand’s positioning. Kids Hits aims to outsmart the screens by creating engaging alternatives to passive screen time; each toy is designed as a multiverse of discovery, giving children different ways to explore, create and learn. Kindness by design brings positive values into play, while premium play at an accessible price reflects the belief that thoughtful design and meaningful play should remain within reach for families. The brand’s slogan, Play More, Learn Better!, brings that thinking together across the entire range of toys co-developed alongside educators and child psychologists. The portfolio spans Educational & Interactive Toys, Wooden Toys and Character-driven Licensed Products. The range features its own proprietary IPs, with products that have won over multiple markets through their attractive design and engaging features. The brand’s hero products – Dancing Giraffe and Walking Penguin – combine fun movements, music and early learning through play. Character-driven toys like the Roll and Play Hedgehog and Go and Learn Pup engage kids in purposeful play, supporting step-by-step development. One of the clearest expressions of this philosophy is the Talking Doodle Board, one of the brand’s flagship products. More than an electronic drawing pad, it combines creativity, early learning and interactive play, featuring step-by-step drawing guidance, letters, numbers, shapes and colours, as well as quizzes, memory activities and catchy songs. For retail partners, Kids Hits combines original IP, proprietary tooling with strong localisation capabilities, retail-ready packaging, branded shelf solutions and flexible partnership models. A broad portfolio of over 150 SKUs and proven hero products give partners a commercially scalable platform. Continuing as a regular exhibitor at Spielwarenmesse in Nuremberg, Kids Hits will once again welcome industry partners in 2027 to present its extensive line-up and pipeline of innovations. For distribution and retail enquiries, contact info@kids-hits.us
indie viewpoint
Squishy summer surge
W
e’re midway through the school holidays, having seen the hottest day of the year so far and no rain in six weeks. This would generally mean that it would be slower for us in our shopping centres, but that is definitely not the case. Footfall is massively up and really being driven by the squishy craze, specifically by anything large, new, weird or wonderful. We recently had in some Halloween squishies and they sold out within a week in July. There has been some nice restocks and releases on Pokémon TCG, which have led to queues outside our shops. The new launches from Lego, including the Lego Pokémon Smart Play, have been very well received. When you add all this together, it has made for a phenomenal year so far. We have been in this industry for 17 years now and are well aware that this does not come around very often. We are ensuring we make the most of it. We have put some bullish numbers down for Christmas, placing orders up to the new year. The last couple of weeks have been a KTL Big Squeezy Cheese festival. We ordered these back in March and put down a big number, but it will only last us about two weeks. We have literally changed the way we work to try and stay in control of this, and are meticulously planning what is coming in. Everyone asks how long this craze is going to last, and no one has the definitive answer, but with pocket money and squishes, you cannot afford to be out of it for this year at least. Another new range for us that has started well is McHugs plush, which is a good premium plush supplier and a good alternative to other brands. You may have read an article about us a few weeks ago, where a situation arose that was MarkWeBuschhaus Stephen Barneswhere completely out of our control. have a store in a and shopping centre in Horsham Barnhaus there was an issue with a glass panel falling from the ceiling. The Toy centre was completely closed for three weeks whilst investigation works were carried out. We have now reopened, but there are only three other shops open with us and there’s heavily reduced footfall. While we were closed, we returned to our trading roots and had a market stall out
Mark Buschhaus and Stephen Barnes Toy Barnhaus
on the high street for several days. It really helped us sell some pocket money and squishy lines, which were very popular on the stall. We have a new-found respect for market traders who set up and take down their stall every day. Luckily the weather was great for us and our pitch was right next to Greggs. It does really show that you never know what is round the corner in retail, so make the most of the good times. August has been a month for visiting showrooms, looking at spring/summer 2027 ranges. As you know, we will not go to a supplier without a good lunch on offer, and it must be said that Lego wins hands down with a great spread and some lovely cookies. The products were great too, but obviously we cannot say anything about that. We are starting to get our heads around Christmas now, and focus turns towards moving our stores around and increasing our ranges of games and puzzles. We are definitely excited for the new Traitors game from Tomy; with the new series out soon, there is lots of buzz around that. We like to stick to our core games each year. It has been a while since a game has gone viral, but in the toy business, you never know. In the Puzzles category, the new Diddly Squat farm range from Ravensburger has been selling well, along with K-pop Demon Hunters. The 3D puzzle range also comes into its own as great gifts for Christmas.
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News newsanalysis
Clicking into place Clicklets is the newest range from 3D Studio Gifts, with a launch collection that showcases playful food-inspired pocket-sized sensory click toys. Kayleigh Ogden, Operations Manager, tells readers all about the new collectibles and how the business is faring overall.
You have recently launched a brand-new range – Clicklets. What does this product bring to the Collectibles category? Clicklets brings something fresh to the Collectibles category by combining the appeal of collecting with a genuinely satisfying sensory play experience. Each Clicklet features a tactile click mechanism that encourages repeat interaction, while the compact size and £4.99 price point make the range ideal for pocket money purchases and impulse gifting. We launched with Series One – The Click Drop, featuring a colourful range of foodinspired designs, but Clicklets has always been developed as a long-term collectible platform rather than a one-off product. There are already future themes planned, giving children something new to discover and retailers a reason to keep bringing customers back.
How does the new range fit into 3D Studio Gifts’ wider product portfolio? How does it differ from Jigglets and your other 3D-printed collectibles? Clicklets fits perfectly alongside Jigglets while offering a completely different play experience. Jigglets is all about movement, character and collectability, whereas Clicklets introduces a more tactile, sensory element through the click mechanism. What connects the brands is our focus on affordable, fun and highly collectible products that children immediately understand and want to engage with. Jigglets now has 11 themes and more than 200 designs to collect, with new themes being introduced regularly, and we see Clicklets having the potential to develop in a similarly exciting way.
What are your expectations for Clicklets over the next 12 months? Our focus is on building Clicklets into a recognisable collectible brand with plenty of longevity. We have a strong roadmap of future collections and themes, and we want to maintain excitement by introducing regular newness throughout the year. The initial response has given us a lot of confidence in the concept, and over the next
12 months we’ll be concentrating on growing awareness and establishing Clicklets as a strong repeat-purchase line within the Pocket Money and Collectibles category.
It’s been a period of rapid growth for 3D Studio Gifts. How is the business currently faring? It has been an incredibly exciting period for us. The business has grown quickly, but we have remained focused on developing products that are distinctive, affordable and commercially strong for retailers. Manufacturing in the UK gives us a major advantage because we can react quickly, maintain quality and replenish stock without lengthy lead times. We are continuing to invest in new product development and have a very strong pipeline ahead, so there is still plenty more to come from 3D Studio Gifts.
You have moved wholesale distribution through DKB this year. What difference has this made to your growth plans and retailer reach? Working with DKB has been a really important step for the business. Its experience, relationships and established retail network have allowed us to reach a much wider customer base while giving us the infrastructure needed to support our next stage of growth. It also means we can focus more of our time on what we do best – developing exciting new products, creating new themes and building the brands – while DKB helps us strengthen distribution and retailer support. We see the partnership as a key part of taking both Jigglets and Clicklets to the next level.
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News Deauville Preshow 2026 enhances the experience for exhibitors and buyers From 16th to 20th November, the French retail market will be present at Deauville Preshow, with more than 130 exhibitors already registered and over 400 buyers expected. A key event in the industry's professional calendar, Deauville Preshow brings together the leading players in the sector in a format designed to encourage business meetings and pre-scheduled appointments. Nearly 65 Kidult and Pop Culture specialist buyers are already registered. Each year, the show reinforces its role as a strategic business hub by welcoming leading retailers and buyers, and the Kidult segment has become a priority across distribution channels. Deauville Preshow is also evolving its format with a new appointment scheduling platform, making agenda management easier by increasing opportunities for meetings between buyers and exhibitors and with enhanced support from the organising teams to optimise each participant’s preparation. This evolution highlights an ambition for professionals to make the most of their time and develop more business opportunities. More than 130 exhibitors have already registered along with nearly 250 buyers, representing 93 retail groups. The event will also welcome the Association of French Toy Creators and Manufacturers (ACFJF), which brings together companies that design and/or manufacture their toys in France and are committed to promoting local, responsible and innovative expertise. This year marks the arrival of new visitor profiles, with the participation for the first time of independent retailers, concept stores, independent boutiques and pop-up stores. With these additions, the show aims to reflect the ongoing transformation of the market and open new business opportunities for exhibitors by broadening the range of distribution channels represented. The Deauville Preshow will take place at Hôtel Barrière Le Royal, CID, Villa Le Cercle et Pavillon des Bains, Deauville, France. For more information and to register, visit www.preshow-noel.fr.
Mega Show Part 2 captures next-gen retail demand across Asia As consumer spending in early childhood development, sustainable gear and interactive play continues to surge, Mega Show Part 2, taking place from 27th–29th October at the Hong Kong Convention and Exhibition Centre, returns as Asia’s essential late-autumn sourcing destination. The show offers an exclusive preview of the next-gen toys and baby products set to go viral in 2027. Visitors will discover high-margin STEAM toys, organic baby gear, plush collectibles and smart nursery essentials designed to elevate product line-ups and captivate parents. Mega Show is one of Asia’s premiere sourcing hubs, connecting visitors directly with a strong line-up of export-ready manufacturers and suppliers from key manufacturing powerhouses across Asia, including China, Hong Kong, Taiwan, India, South Korea and more. At the show, visitors can review complete product ranges, evaluate product quality and negotiate pricing/MOQs face-to-face with dozens of competing factories, all under one roof in a single visit. Perfectly timed during Asia’s peak autumn sourcing circuit in October, visitors can also maximise their travel investment by pairing their Mega Show visit with the Canton Fair or South China factory audits, enabling them to significantly enhance their overall sourcing efficiency. Visitors to the Mega Show can also make the most of their Hong Kong sourcing trip; networking with new Asian suppliers by day and experiencing the best of Hong Kong by night with iconic harbour sunsets, breathtaking Peak views, world-class dining and vibrant nightlife. Comasia is offering an exclusive partnership for those travelling to the show. Option one offers a free hotel stay for up to three nights at either the Sheraton Hong Kong Hotel & Towers or The Park Lane Hong Kong: a Pullman Hotel. The second option is a cash sponsorship up to HKD 2,600. For more information, contact sonia.li@comasia.com.hk
Outfit7 expands Talking Tom: Suddenly Super toy line Outfit7 has announced the expansion of its Talking Tom Heroes: Suddenly Super toy line, featuring a new range of pocket-sized figures and mini vehicles. Holding the philosophy that consumer products are an important part of building a children's animated series, the company hopes the new range will give kids the opportunity to continue the adventure in their own way while creating stories that are entirely their own. While the wider Talking Tom & Friends brand continues to entertain audiences of all ages, Talking Tom Heroes: Suddenly Super was created specifically for children. Developed in partnership with Spider International Business Development, the toy line has been designed to extend the world of the series beyond the screen, encouraging creativity, role play and open-ended storytelling. Whether children are recreating favourite heroic moments or inventing brand-new missions for Talking Tom, Talking Angela, Talking Ben, Talking Hank and their friends, the toys help keep the adventure going long after the episode has ended. Outfit7 is now expanding the toy line with a new range of 2-inch figures featuring eight character styles, including Talking Becca, Talking Ginger and Gordon the Great, alongside mini vehicles inspired by Talking Tom, Talking Angela, Talking Ben and Talking Hank. These join the existing collection of 4-inch and 7-inch action figures, vehicle sets, plush toys and Talkback Plush, giving retailers a broader product offering while introducing even more ways for children to engage with the brand. Pocket-sized figures and vehicles play an important role in the expansion. Their accessible size and price point make it easy for children to gradually build their own team of heroes, discover new characters and create fresh adventures with every new addition to the range. Rather than simply recreating scenes from the series, Outfit7 hopes these toys will encourage children to explore their imagination, solve problems and shape the world of Talking Tom Heroes: Suddenly Super in their own unique way.
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News Circana reveals regional toy market dynamics across the globe Circana has released new insights into the global toy industry, revealing how distinct regional trends and consumer preferences across North America, Latin America (LATAM), Europe and AsiaPacific (APAC) are creating differentiated growth paths and unique opportunities for manufacturers, licensors and retailers. Across Circana’s tracked global markets, toy sales grew +9.5% in the 12 months ending June 2026, versus the prior year. This pace accelerated in the most recent six months, with value sales up +14% in the first half of 2026 (January-June), compared to the same period in 2025. In North America, licensed entertainment properties remain influential drivers of toy spending, with trading card games, collectibles and franchise-driven purchases creating opportunities for manufacturers. The region’s mature retail landscape continues to reward brands that can connect physical products with broader entertainment experiences, reinforcing the importance of intellectual property as a key growth engine. LATAM continues to emerge as a strong growth region, outpacing Europe’s market growth. Reflecting the rising importance of the region, Circana recently expanded its global toy retail measurement footprint to include point-of-sale coverage in Chile and Peru, providing the industry with deeper visibility into the LATAM region. Dolls are the region’s largest supercategory by value sales, compared with Games and Puzzles in North America and Building Sets in Europe. Trading card games are also posting large gains, while mini vehicles continue to over-index compared with other major markets. December accounts for 32% of annual toy sales across LATAM. Across Europe, toy demand continues to benefit from strong family spending patterns and established category leadership. Europe’s consumers continue to show consistent engagement, with the second-highest annual spend per child under 10-years-old globally at approximately $240 in 2025. The region also reflects broader global trends toward collectibles, gaming-related products and fandom-driven purchasing behaviour. The APAC toy market continues to demonstrate strong long-term potential as consumer spending and engagement with play increase. According to Circana’s Global Toy Report, Asia and Oceania are the fastest-growing regions for toy sales, and Asia recorded the highest increase in toy spend per child in 2025. In China, adult consumers are an important growth cohort, with Arts & Crafts, Explorative and Other Toys and Action Figures & Accessories the Top 3 fastest-growing supercategories. While China’s toy market is also influenced by licensed products, its licensing landscape differs significantly from that of many global markets. Local licences, particularly those originating from gaming franchises, have become major growth engines, outperforming many well-established international entertainment franchises in terms of consumer popularity and market impact. Australia continues to perform strongly, with Building Sets its largest supercategory by value sales. Games & Puzzles is among the market’s strongest growth drivers, supported by strategic trading card games and Pokémon. Slime, blind packs and collectibles are also posting double-digit growth, reflecting demand for interactive, collectible and fandom-driven play.
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Industry Moves Yogi Parmar to step down as Managing Director of Toymaster but remains as Non-Exec on the Board Yogi Parmar has announced that he will step down as Managing Director of Toymaster in April 2027, following the appointment of his successor, which is expected in early 2027. Yogi has been with Toymaster for 37 years and will remain involved with the Group as a Non-Executive Director of the Board, supporting the business during the transition and contributing to its long-term direction. “This has not been an easy decision,” said Yogi. “Toymaster has been a huge part of my life for the past 37 years and has given me the privilege of working with our members and suppliers. What has made that journey so rewarding has not only been the achievements we have shared, but also the relationships, partnerships and friendships built along the way.” The Board will begin a structured process to appoint a new Managing Director, with Yogi working closely with both the Board and his successor to ensure a smooth transition. Yogi thanked the Toymaster team in Northampton, the Member Committee, past and present Board members and Chairman Chris Blatcher, as well as the Group’s members and suppliers for their support throughout his tenure. “Serving as Managing Director of Toymaster has been one of the greatest privileges and honours of my career,” Yogi added. “I am immensely proud of everything we have achieved together.” Looking ahead, Toymaster remains focused on delivering commercial value to members, supporting independent retailers, championing supplier brands and building sustainable long-term partnerships. “While this announcement marks the beginning of a new chapter, my belief in Toymaster and its future has never been stronger,” concluded Yogi. “In the meantime, it remains very much business as usual and thank you for your continued support.”
Just Play Global promotes Jerry Goldsmith to President Just Play has announced the promotion of Jerry Goldsmith to President of Just Play Global. As President, Jerry will oversee Just Play’s global organisation, driving alignment across teams and leading strategic initiatives to support the company’s continued growth. Since joining Just Play, Jerry has played a pivotal role in strengthening the company’s global operations, expanding relationships with retailers and licensors, and advancing initiatives that have fuelled the company’s international growth. “Jerry has been an exceptional leader,” said Geoffrey Greenberg, Co-CEO of Just Play Global. “His strategic vision, collaborative leadership and commitment to our business have helped drive our success. We’re excited to have Jerry help lead Just Play into its next chapter.” “Geoffrey and I remain fully engaged in the day-to-day leadership of the company,” added Charlie Emby, Co-CEO of Just Play Global. “This evolution strengthens our leadership team and positions us for continued growth. Together, we’ll continue working closely with our employees, customers, licensors and retail partners to build on our success.” Geoffrey and Charlie will continue leading the company’s strategic vision while partnering closely with Jerry to drive innovation, strengthen global partnerships and expand Just Play’s portfolio of owned and licensed brands. These leadership appointments reinforce Just Play’s commitment to delivering exceptional products while investing in the people and partnerships that continue to drive the company’s success.
Skillmatics appoints Neil Montgomery as Channel Director to drive business Skillmatics is excited to welcome Neil Montgomery as Channel Director, further strengthening the UK team as the award-winning toy and games company continues to broaden its portfolio and presence across the marketplace. Neil will be responsible for helping drive the Skillmatics business forward across multiple channels, working closely with retail partners to support the brand's continued expansion. David Kelly, VP Sales & Marketing at Skillmatics, commented: "I am delighted that Neil is joining the Skillmatics family at a time when we are growing at such a rapid rate. Neil brings a wealth of experience within the toy trade and is hugely respected across the industry. We are all very excited to be working with him." Skillmatics has built a broad portfolio spanning games, puzzles, arts & crafts and pre-school play, including best-selling ranges such as Guess in 10, Foil Fun, Rapid Rumble and Magical Scratch Art. The brand is continuing to expand its product offering and retail distribution across the UK and internationally. Retailers interested in discussing potential partnerships with Skillmatics can contact Neil directly at neil.montgomery@skillmaticsworld.com.
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Marketing World MGA launches L.O.L. Surprise! and Bratz brand experience at Selfridges Birmingham
Hasbro and Fathom Entertainment reveal new chapter for The Transformers: The Movie Hasbro, in collaboration with Fathom Entertainment, has announced that tickets for the 4K theatrical return of the original The Transformers: The Movie are now on sale. At San Diego Comic-Con, the companies also debuted the first look at an all-new post-credits cinematic chapter of the Transformers story, created exclusively for the theatrical event. Beginning 17th September, also known as Transformers Day, one of the most popular animated films of the 1980s returns to theatres in 4K and premium large format 4DX in the US and UK. This time the story doesn’t end when the credits roll. For the first time ever, audiences will experience an exclusive addition that gives longtime fans and newcomers alike one more reason to see the film together on the big screen. From the newly restored presentation to the exclusive new chapter waiting after the credits, every moment is designed to reward audiences who experience it together and stay through the very last frame. As part of Hasbro’s Apology Tour, a year-long campaign acknowledging the death of Optimus Prime in The Transformers: The Movie, the theatrical experience is expanding globally, with screenings across the UK, Ireland, Canada, Australia, New Zealand, Mexico, Germany and the US, with additional markets to be announced. Exclusive collectible concessions, including popcorn buckets, specialty drinkware and more, will also be offered at participating theatres in the US while supplies last. Tickets for The Transformers: The Movie 40th anniversary are available online and at participating theatre box offices (theatre locations are subject to change). Those waiting for the theatrical re-release can listen to The Transformers: The Movie: The Soundtrack: The Reformatted Edition album, available now on major streaming platforms and vinyl, including the new single ‘Nothing’s Gonna Stand In Our Way’ featuring Sebastian Bach, and its accompanying music video. Fans can also shop Hasbro’s The Transformers: The Movie toy line, featuring The Matrix of Leadership premium electronic movie replica alongside Studio Series action figures inspired by the film.
On 10th August, MGA Entertainment launched an exclusive pop-up at Selfridges Birmingham, connecting L.O.L. Surprise! and Bratz with their fans ahead of the peak season, running until 31st October. The activation area, will allow consumers and brand fans to explore the ranges through eye-catching displays inspired by the playful personalities of both L.O.L. Surprise! and Bratz, as well as viral-worthy photo opportunities including a life-sized DJ booth inspired by L.O.L. Surprise!’s newly launched Music Festival Range. Complete with a dance floor, spotlights and the latest character backdrops, the installation will allow visitors to become the headline act and capture festival-inspired photos. The iconic Selfridges Birmingham Bull will also be surrounded by oversized speaker props, hanging disco balls and a glowing L.O.L. Surprise! LED neon sign, connecting shoppers with the new look of the brand as L.O.L. Surprise! celebrates its 10th anniversary. Meanwhile, positioned behind the L.O.L. space, Bratz is bringing its signature brattitude to Birmingham with a pop-up inspired by the successful Selfridges Oxford Street activation. Children and adult collectors alike can pose in the Bratz-branded mirror for the ultimate photo opportunity, relax on the iconic Bratz lip-shaped sofa, explore stylish products and be the first to shop the brand-new bling range from the viral Bratziez. Sophie Morris, Marketing Manager at MGA Entertainment, said: "Hosting another takeover at Selfridges following the success of the Bratz pop-up earlier this spring marks a milestone moment of connecting our brands with fans in real life. The new pop-up space gives fans of all ages the opportunity to immerse themselves in the newly imagined L.O.L. Surprise! Music Festival world and enter their nostalgic era with the girls with the passion for fashion, Bratz. From doll collectors and kidults to children and parents, there is a world of fun to discover for everyone.”
Micro Scooters announces owned ambassador programme Micro Scooters has built its own ambassador platform to manage a growing roster of family-focused content creators, moving away from one-off influencer gifting towards a continuous, in-house programme that feeds directly into retail activity. The programme runs through a dedicated app, giving ambassadors one-tap access to campaigns, product launches and seasonal briefs, and letting Micro push notifications straight to creators when it needs content quickly. Unlike a typical influencer campaign booked through an agency, the roster and the platform belong to Micro outright. Rather than chasing the biggest follower counts, the brand has focused on micro and nano influencers, creators with smaller but closely engaged audiences. Campaign engagement rates through the programme have reached as high as 7.72%, a figure well above what a single celebrity endorsement typically returns. Among the creators involved is Edinburgh-based @hellodemiji, known for his storytelling and digital growth. Micro gifted him and his son a pair of scooters, and the resulting content, showing the two of them riding together, has so far reached in excess of 500,000 UK accounts. “It’s the kind of content that works because it’s true rather than staged,” a Micro spokesperson said. “A dad and his son on scooters, not a brand script.” The brand said the value of the programme goes beyond social reach. Ambassador content is reused across point-of-sale displays, in-store screens and local digital advertising, meaning a single piece of family content created for social media can also appear in a shop window. “That’s online reach doing offline work,” the spokesperson added. “It’s exactly the kind of joined-up activity that gets families walking into a store already sold on the brand.”
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Opinion
Is trust the new battleground for brands?
Sangita Sivanesan discusses the importance of trust in the digital age and how crucial it is for engaging with the Gen Z audience which values honesty, transparency and accountability.
I
recently participated in a panel discussion at SXSW London, hosted by the Online Responsibility Network (ORN) to discuss a topic that feels increasingly difficult to ignore: trust in the digital age.
For years, marketers have focused on winning attention. We have optimised impressions, clicks, engagement rates and conversion funnels. Yet as digital experiences have become increasingly sophisticated, something more fundamental has begun to erode beneath the surface – trust. And if recent research into Gen Z tells us anything, it is that this is not a future problem; it is already shaping consumer behaviour today. The conversation often begins with a familiar narrative: Gen Z doesn't trust what they see online. But I think that framing misses something important. This generation isn't disengaged from digital media; quite the opposite. They are the most digitally immersed generation in history. They have grown up with smartphones, social platforms, recommendation algorithms and now generative AI. Their screen time remains incredibly high. What has changed is not their appetite for digital experiences, but their relationship with them. Gen Z approaches the internet with a level of scrutiny that previous generations never needed to develop. They fact-check content through comments sections and community notes. They cross-reference information across multiple platforms. They actively shape their algorithms rather than passively accepting what is served to them. They understand that platforms are designed to influence behaviour and have learned to navigate those systems accordingly. In many ways, what looks like distrust is actually digital literacy. The challenge is that this literacy has been earned through experience. Recent research from the Online Responsibility Network found that 53% of Gen Z have experienced an online scam in the past year, while 60% have encountered misinformation. More than half have already reduced engagement with a platform or brand because of trust and safety concerns, and 62% say they would refuse to buy from a company with a poor safety reputation. These are not abstract concerns. They are lived experiences which shape how young people move
through the digital world every day. For brands, this represents a significant shift. Historically, trust was often treated as a communications challenge. If consumers didn't trust you, the answer was assumed to be better messaging, stronger creative or a more compelling story. Today, trust is increasingly earned through experience rather than communication. Consumers are asking different questions. Not simply what does this brand say, but what does this brand do? Where does it show up? How does it behave? What standards does it uphold? How transparent is it when things go wrong? This is particularly relevant as scrutiny extends beyond brands themselves and towards the digital environments they choose to participate in. The same research found that 71% of young people are less likely to use a platform with a well-known safety problem. Trust and safety are no longer compliance considerations sitting quietly in the background. They are becoming factors that directly influence engagement, loyalty and purchasing decisions. This creates a genuine challenge for brands. Many organisations are wrestling with difficult questions around platform responsibility, misinformation, online harms and AI-generated content. Avoiding certain platforms may feel like the ethical choice. Equally, stepping away from large digital ecosystems can create competitive risk if less discerning brands continue to invest heavily within them. There are no easy answers. What is becoming increasingly clear, however, is that brands cannot outsource trust to the platforms they use. Trust must be built independently. In our work at Generation Media, we often advocate for moving beyond interruption and towards participation. The campaigns that resonate most strongly with younger audiences tend to create a meaningful value exchange. They entertain, educate, enable or connect before they attempt to sell. They work with creators rather than scripting every word. They meet audiences in spaces they have chosen to be, rather than forcing them into branded environments. Trust, in this sense, becomes less about messaging and more about behaviour. It is not something a brand
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Sangita Sivanesan - Director of Client Services can claim. It is something a brand earns over time through consistency, transparency and genuine value. Perhaps the most interesting part, however, was not about technology at all. Throughout the event, there was a recurring theme around a growing cultural shift towards slower, more intentional experiences. From the rise of analogue hobbies and craft culture to increasing conversations around digital wellbeing, there appears to be a counter movement emerging against the always-on nature of modern digital life. The irony is striking. After spending two decades making digital experiences faster, more personalised and more efficient, consumers are increasingly seeking moments that feel slower, calmer and more human. It raises an interesting question for marketers. Have we become so focused on optimisation that we have forgotten how experiences are meant to feel? Not every interaction needs to be frictionless. Not every moment needs to drive conversion. Not every experience needs to maximise attention. Sometimes trust is built in the spaces between interactions; in transparency, in consistency; in giving people room to make decisions at their own pace. I wonder whether the next generation of successful digital experiences will not be the most efficient, but the most intentional. The ones which create space rather than fill it. The ones that help people feel in control rather than endlessly engaged. Today’s younger generations are telling us something important. They are digitally sophisticated, highly informed and increasingly selective about where they spend their attention. They do not expect perfection from brands, but they do expect honesty, transparency and accountability. The brands that thrive over the next decade will not necessarily be those with the largest budgets, the smartest algorithms or the most optimised media plans. They will be the brands that recognise trust is no longer a soft metric or a brand value sitting on a PowerPoint slide; it is becoming one of the most valuable commercial assets a business can build.
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Licensing World Carrera Revell upgrades Carrera Go!!! racing system and licensed offering Those familiar with the Carrera Go!!! two-player slot racing system will already know the fun, action and diversity it creates, with many cutting-edge licences on offer. Since there hasn’t been much significant change to the basic track system itself in nearly 10 years, Carrera Revell has decided it’s time for an upgrade. This has arrived in the form of the Power Module, offering multiple additional levels of play, whilst still using the existing turbo-boost hand controllers. Everything now is controlled via touch-sensitive buttons with added digital displays and lighting cues. The company has added Beginner and Advanced setting options and Training Mode, allowing single-player time trials. Laps Mode allows players to run races up to 99 laps, while Time Mode allows races of up to 99 minutes. The company has updated the system with the inclusion of a 1.5 metre USB-C to USB-C power lead. Also new for 2026, Revell will introduce all-new Mario Kart World racing karts, including Sonic Racing CrossWorlds cars, Disney Stitch racing buggies, Anime cars and the latest F1 and GT race cars, all in detailed 1:43-scale. Revell and Star Wars are intrinsically linked with a licensor approved plastic model kit assortment spanning the original movie arc, spin-off Disney+ series, the Mandalorian and Grogu movies and the animated Clone Wars series. Revell’s plastic model kits of Star Wars subjects are all created in conjunction with Disney and Lucasfilm to ensure scale accuracy, offering a vast selection of wellknown spacecraft and vehicles in a variety of scales and sizes to suit fans aged 6+. There is no upper age limit. Starting with the Build & Play assortment, spacecraft are manufactured from tougher ABS plastics. They are pre-coloured and require no glue to complete. Each one includes a batterypowered module for added light and, in some cases, officially sampled sound functions. Their tougher construction means that they are designed to be played with once built. The remainder are designed to be display models once completed and these are offered in kit-only form, requiring glue and paint to finish. However, many are additionally offered in Starter Kit and Model Set format with included glue, paintbrush and paints, creating a more complete package for the novice builder.
Topps launches Flagship Premier League 2026/27 Topps Flagship Premier League 2026/27 is out now, bringing together the league’s biggest stars, rising talents and legends. The brand-new collection features new inserts, case hits and an extensive autograph line-up. All-new case hits include The Rise, Perfect Storm and Home Pitch, alongside the return of Chrome Classics, bringing Topps’ Chrome technology back to the Premier League with two guaranteed Chrome Classics cards in every Hobby Box. Reflecting the new Premier League season, the collection features players from all 20 clubs, from established stars including Erling Haaland, Declan Rice, Cole Palmer and Virgil van Dijk to the league’s next generation of talent, including JJ Gabriel, Max Dowman, Jeremy Jacquet, Rayan and Junior Kroupi. Among the key chase cards is the True Gold Lion. The 1-of-1 True Gold Lion cards are made using real 24k gold and are available via redemption, featuring Premier League stars and legends including Harry Kane, Alan Shearer and Thierry Henry. Other chases include retail case hits Quasar, Billboard Material and Carpe Diem, as well as Hobby Box exclusive Black Edge and Black Edge Autograph Parallels. Perfect 10, Vibes, Mayhem and On Fire cards and autographs are exclusive to the Eco Pack, Mega Multipack, Value Box and Mega Tin/Super Tin respectively. Collectors can also find short prints including All Kings, Ultra Beast Mode and Diamond Rookies, alongside Base Card Relics, Topps Autograph Relics and Topps Premier Class Autograph Relics. Hobby Boxes feature exclusive case hits including Home Pitch, The Rise and Perfect Storm, while the collection also includes one-of-one Foilfractors and sequentially numbered parallels. Topps Flagship Premier League 2026/27 launched on 6th August from Topps, the Premier League shop and selected retailers. Hobby Boxes launch on 17th September, with the Golden Boot Tin following later this autumn.
The UK’s largest Harry Potter Shop to open on Oxford Street Warner Bros. Discovery Global Experiences is opening the UK’s largest official Harry Potter Shop on 4th November at The Ribbon, 134-140 Oxford Street, creating a new Harry Potter shopping destination in central London. Spanning more than 21,000 square feet across two levels of retail space, the Oxford Street flagship is inspired by Diagon Alley. Visitors will be able to explore themed environments, discover exclusive products and experience a range of features inspired by the wizarding world. Warner Bros. Discovery has also unveiled the first official concept artwork for the shop, offering fans a first glimpse inside the new destination ahead of its November opening. Karl Durrant, Senior Vice President, Retail, Warner Bros. Discovery Global Experiences, said: “Following the success of our Harry Potter shops around the globe, opening the Harry Potter Shop in London is a truly special milestone. We’re incredibly proud to bring the magic back to the city where Harry Potter’s story began.” From the moment visitors enter, the Diagon Alley-inspired environment will recreate the sights, sounds and atmosphere of the wizarding shopping street. A Ukrainian Ironbelly Dragon will tower over the Gringotts area, while a full-sized Knight Bus towards the rear of the store will provide a dedicated photo opportunity. The flagship will also feature The Leaky Cauldron, a food and beverage experience created exclusively for the Oxford Street location. An exclusive product collection will include the Diagon Alley Wand, an Oxford Street exclusive Harry Potter Funko Pop!, a full Oxford Street collection, exclusive MinaLima artwork inspired by the Knight Bus and Diagon Alley and an exclusive Butterbeer label collection.
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Licensing World YuMe Toys unveils premium licensed keyring collection YuMe Toys has unveiled a premium licensed keyring collection, combining character styling, high-quality finishes and collectible appeal at an accessible price. The products offer an accessible way for families to share a favourite brand through gifting or impulse purchasing. Today’s kidult collectors are seeking thoughtfully designed products that express who they are, and character key rings have become a way to celebrate favourite brands while adding personality to everyday life. The bag charm trend has transformed them into popular fashion accessories, with consumers layering multiple charms onto handbags, backpacks and travel bags to create a look that's uniquely their own. YuMe's collectible keyrings are designed with this in mind. Featuring officially licensed characters from popular entertainment brands, they're soft, tactile and made with premium detailing that looks just as good clipped onto a bag as displayed as part of a growing collection. Their size and accessible price point make it easy for fans to collect multiple designs, mix and match favourite characters and refresh their look with every new release. Ranges include Sony PlayStation, Hello Kitty and Friends, One Piece and more. For retailers, that creates multiple purchase opportunities. Whether bought as an impulse treat, a gift or the next addition to a collection, YuMe's keyrings combine fashion, fandom and collectability in one affordable accessory. Nostalgia also aids in purchasing decisions as today's parents and guardians introduce the characters they grew up with to a new generation, creating shared moments of play and collecting. Parents recognise icons from their own childhood, while children discover the character for the first time through affordable collectibles like YuMe Toys' licensed keyrings. The collection demonstrates how affordable, character-led collectibles are delivering meaningful moments of joy while giving fans of all ages a fun, low-cost way to build collections, celebrate their favourite franchises and create new memories together.
Wow! Stuff launches new Kotomi collectibles range Wow! Stuff has announced an all-new global collectible range, Kotomi, which are kawaii-inspired, cosplay bears based on some of the world’s most popular fictional characters. The range brings fresh energy to the licensed toy/fashion hybrid collectibles category by blending licensed entertainment brands with fashion-led design, mystery unboxing and premium collectability Launching with hit properties including Netflix’s Stranger Things, Netflix and Tomorrow Studios’ One Piece and Netflix and Shondaland’s Bridgerton, Kotomi introduces a new level of storytelling, display appeal and fan engagement. Each bear character features an authentic cosplay design with premium glass eyes containing artwork from a specific scene within a television episode or film. With each licensed range featuring six collectible characters, comprising of five common and one rare character, each collectible Kotomi is supplied with a premium collector card detailing the exact episode and time code from which the scene originates, further enhancing the collectible experience and engagement amongst the fan communities. The blind-box, mystery ASMR unboxing experience has been designed with social sharing in mind and begins with an iconic audio clip triggered on opening the box, creating an instantly recognisable reveal moment. Fans then discover the mystery bag inside to find which of the six collectible characters they have uncovered. Designed for both play and display, Kotomi bears feature fashion-led designs inspired by the shows they represent and can be displayed within their diorama-style packaging or attached as premium bag tags, expanding their appeal across multiple consumer demographics. Retailer response has been exceptionally positive, with Kotomi already becoming the fastest pre-ordered toy line in Wow! Stuff’s history. “The response we’ve seen across Europe has exceeded all expectations and demonstrates the appetite for a fresh take on licensed collectibles,” said Wow! Stuff’s Managing Director, Dawn Lavalette. “Kotomi combines world-class licences, premium quality, social-first unboxing, true collectability and broad consumer appeal in a way the category has never seen before, and we believe it has all the ingredients to become the number one blind-box collectible property in the market. It’s a completely new collecting experience and we’re excited to see the range launch internationally over the coming months.” For more information about Kotomi, please contact sales@wowstuff.com.
Moose Toys expands licensing partnerships with Netflix’s KPop Demon Hunters Moose Toys, the toy company behind Gui Gui, has announced an impressive year-two line-up, with licensing collaborations that include Netflix’s KPop Demon Hunters, as well as popular influencers like Salish Matter and Sydney Morgan. “Gui Gui was an instant hit, and now we’re stretching its popularity even further through standout licensing, cool partnerships and exciting new offerings,” said Ronnie Frankowski, CEO, Moose Toys. “We’re all about creating products that are playful, interactive and connected to what fans love right now - the characters, brands and trends they’re obsessed with.” Fans of Gui Gui will find a myriad of new ways to experience the multi-sensory slime, including Gui Gui KPop Demon Hunters, giving the characters of one of Netflix’s most popular films a squishy glow-up. Launching this June, fans can craft their own Gui Gui slime inspired by their favourite characters, along with a limited-edition Golden slime. Each one contains a unique texture, signature scent and themed mix-in charms, plus a collectible character plaque. Also being introduced is Gui Gui Minis, each offering a miniature version of the original Gui Gui on a compact keychain with its own unique texture slime. The keychains are infused with a delicious scent and paired with a mix-in booster. The 2026 Gui Gui line-up also includes influencer collaborations featuring curated slime drops by beauty and DIY influencers Salish Matter, Sydney Morgan and Grace Mary Williams. Gui Gui is nominated for a TOTY (Toy of the Year) award for Creative Toy of the Year and has received global nods. The brand is also nominated for awards at London Toy Fair and Nuremburg Toy Fair. Since launching in April 2025, it has been a top-selling item at all major retailers.
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Licensing World Warner Bros celebrates 25 years of Harry Potter movies with BLE keynote 25 years after Harry Potter and the Philosopher’s Stone first captivated cinema audiences worldwide, Warner Bros. Discovery Global Consumer Products will reveal the strategy behind the entertainment property in an exclusive keynote conversation at this year’s Brand Licensing Europe (BLE). Robert Oberschelp, President, Global Consumer Products, Warner Bros. Discovery, and Johanne Broadfield, Senior Vice President, EMEA, Warner Bros. Discovery Global Consumer Products, will join Amanda Cioletti, Vice President, Content and Strategy, License Global, to discuss how Harry Potter campaigns are tailored across global markets while maintaining brand consistency. The session will also explore the balance between honouring the brand’s heritage and introducing new programmes for contemporary audiences, approaches to extending the lifecycle of IP and maximising commercial opportunities, as well as protecting brand equity during global rollouts. “A quarter of a century after first lighting up our cinema screens, Harry Potter has become one of the highest grossing film franchises ever and continues to generate global commercial success,” said Ella Haynes, BLE Event Director. “The BLE keynote will look at how a legacy brand like Harry Potter can maintain its cultural relevance, drive sustained consumer demand and unlock new revenue streams generation after generation.” Ella added that retailers, manufacturers and brand owners will gain strategic frameworks and real-world case studies that can be applied to licensing, retail and product development strategies. The keynote will take place on Wednesday 7th October from 1.45pm-2.30pm on the License Global Main Stage. BLE, the annual pan-European event dedicated to licensing and brand extension, takes place from 6th-8th October at Excel London, with Warner Bros. Discovery among more than 300 exhibitors expected to attend.
Lego showcases Pokémon and Olivia Rodrigo ranges
Goliath launches Colorific Peppa Pig Doodle range
Stepping up in scale, the Lego Pokémon Smart Play range brings the same collectand-complete instinct the company has come to admire and expect from Pokémon but stretches it across a much wider price ladder. Sets like Jigglypuff Concert and Berry Bash with Bulbasaur and Bidoof sit at pocket-money level, while Drone Search for Mythical Mew and Umbreon vs. Garchomp Championship Battle bring bigger builds and rarer Lego Pokémon for builders ready to grow their collection. For the most dedicated collectors, the Lego Pokémon Smart Play All-in-One sets Training House with Pikachu and Charizard vs. Jolteon Ultimate Battle - are the ones worth saving up for. These aren't impulse buys; they're the sets kids will put birthday money towards or ask for on a wish list. Powered by the Lego Smart Play platform, they reward the wait - responding to touch, light and sound as children feed, train and battle their Lego Pokémon in real time. It's a new kind of screen-free play that kids love and the kind of aspirational purchase that keeps a collection - and a collector's motivation - growing. At a similar mid-tier price, the Lego Editions Olivia Rodrigo collection offers a different kind of collectible entirely, offering five new sets inspired by defining songs, symbols and fan-favourite moments. Packed with hidden references from across all three of her albums, the range taps into the growing crossover audience of Lego builders and music fans alike.
Goliath is expanding its creative play portfolio with the launch of the new Colorific Peppa Pig Doodle range, designed to introduce pre-school children to hands-on creativity through colour, character interaction and world-building. Inspired by Peppa Pig’s spirit of adventure, the range encourages toddlers to explore movement-based doodle play. Each product features chunky, easy-grip tools and toddlerfriendly, rounded-tip washable markers designed for little hands. Colorific Peppa Pig Doodle Town encourages children to explore doodling, stamping and storytelling. The chunky markers feature character toppers including Peppa, George and Evie, while the set also includes four washable markers, two stampers and a roller stamper. Featuring Peppa in her red car, Peppa Pig Doodle Wheels Family Car turns drawing into a moving activity. Children can place one of five washable markers into the car, attach the Peppa topper and push it along to create lines, loops and swirls. The Peppa Pig Town Doodle Set allows children to create, colour and explore Peppa’s world on a wipeable Peppa Town mat. Children can spin the roundabout to create circular designs or move Grandpa Pig’s boat along the river to draw patterns. The set includes Peppa and Mummy Pig toppers, two stampers and six washable markers. All products are designed for toddlers ages 10 months+ and support early creativity, motor skill development and imaginative play. Angela Truhan, Goliath VP of Global Marketing, said: “Peppa Pig has a way of making everything feel like an adventure, and that’s exactly what we love about this line. It gives toddlers a way to be genuinely creative – not just colouring within the lines, but stamping, rolling, pushing and storytelling.” Supported by marketing across VOD and social platforms, the Colorific Peppa Pig Doodle range will launch in stores in September. For more information, contact Goliath on 01483 449 944.
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Jam
with 3 Play Modes Plays theme tune
Musical Keytar
DJ DECKS HTIGroupMedia sales@htigroup.com
@HTIToys @HTIGroup1952
Licensing World Amazon MGM Studios and Jazwares announce Squishmallows film Amazon MGM Studios and Jazwares have announced that they have closed a deal to develop a film based on the global plush sensation, Squishmallows. Beau Flynn, whose credits include Hello Kitty and Moana, is producing via his FlynnPictureCo. banner, with Jazwares also producing. Shelby Thomas is overseeing the project for FlynnPictureCo. Launched in 2017, Squishmallows has grown from a leading plush brand into a $1b global lifestyle franchise sold across 60+ countries. Two Squishmallows are sold every second worldwide. Squishmallows is known for its unmatched softness, impossible-to-resist signature squish, unique and irreverent personalities, and collectability. Squishmallows’ distinctive silhouette spans a universe of over 3,000 original character, ranging from its ambassador Cam the Cat, to Bigfoots, Axolotls and even a sentient grilled cheese named Lil Gouda. Squishmallows connect children, teens, adults and dedicated collectors alike - a strong degree of cross-generational appeal for such a young brand. In less than a decade, the brand has already surpassed 600m+ in unit sales and counting. With a strong young adult fanbase, the brand has generated more than 15b organic social impressions across TikTok, Instagram and Snapchat. The franchise’s popularity spans beyond plush toys and its line extensions, with a robust consumer products licensing programme featuring more than 120 global partners that bring the brand to life across dozens of categories including apparel, health and beauty, home decor and lifestyle goods. In 2027, Squishmallows celebrates its milestone 10th anniversary. With millions of multi-generational fans, Squishmallows is well positioned for continued growth and innovation in the years to come. For more than three decades, producer Beau Flynn has been behind some of Hollywood’s biggest global crowd-pleasers. Spanning more than 35 films and over $4b at the worldwide box office and counting, he’s delivered hits such as Disney’s Moana and Jungle Cruise, DC’s Black Adam and Netflix’s Red Notice. He is currently producing Hello Kitty for Warner Bros. Pictures Animation and New Line Cinema, bringing one of the world’s most iconic characters to the big screen for the first time on 21st July 2028.
WeCool Toys grows licensed range with Minecraft and Harry Potter WeCool Toys has expanded its global licensing portfolio with the addition of Minecraft and Harry Potter, further strengthening its position in the licensed compounds, crafts and sensory play categories. Launching for autumn/winter 2026, the new collections combine WeCool’s expertise in hands-on creative play with two of the world’s most recognisable entertainment brands. The Minecraft range is led by WeCool’s Butter Cloudz compound platform, including the Creeper Cube. The kit includes a lime-scented compound complete with bingsu bead mix-ins, interactive accessories and moulds inspired by the game’s iconic blocky world. The Harry Potter range includes slime-based kits inspired by the Wizarding World, featuring a cauldron-style slime set and potion-making experiences based on fan-favourites including Polyjuice Potion, Love Potion and Felix Felicis. The collection also features a Hedwig-inspired 3D sticker and card maker. Jeff Osnato, President of WeCool Toys, said: “Adding Minecraft and Harry Potter marks a significant milestone for WeCool. These partnerships allow us to bring our core strength in compounds and creative play to two of the most engaged global fanbases. “We’ve developed ranges that stay true to what fans love while bringing something genuinely new to the category. By combining our expertise with globally recognised licences, we’re giving retailers new, standout products that we believe will resonate with consumers.” The new ranges will launch globally for autumn/winter 2026 and will be available through leading mass-market and specialist retail partners. For more information, call 01273 230 037 or email customerservice@wecooltoys.com
Tonies introduces Pokémon to the Toniebox for the first time Four exclusive Pokémon Tonies and a Pikachu-inspired Toniebox 2 in Lightning Yellow are now available on tonies.com. For the first time, children will be able to enjoy the stories of Pikachu and friends as a one-of-a-kind audio experience via the Toniebox and rediscover their beloved characters through their own imagination. To help young listeners get off to a playful start with the stories about Pikachu and friends, a professor-narrator is there to guide them. He accompanies them through the adventures, answers their initial questions and familiarises them step-by-step with the unique characteristics of Pokémon. Along the way, children learn more about different Pokémon types, their abilities and the role of Poké Balls on their journey to becoming a Pokémon Trainer. The Trainer Academy is also a core part of this audio world. In a clear and age-appropriate way, the Trainer Academy teaches children about the relationships, rules and unique traits of Pokémon, opening up new perspectives on the characters they encounter during their audio adventure. The result is an auditory experience that combines entertaining storytelling with educational elements, sparking curiosity and a spirit of discovery. The new Pokémon Tonies enrich Tonies’ audio-play universe with exclusive content developed jointly by Tonies and The Pokémon Company specifically for the Toniebox. The Lightning Yellow Special Edition of the Toniebox 2 featuring the Pikachu Tonie, as well as the four individual Pikachu, Bulbasaur, Charmander and Squirtle Tonies, are available online and in stores now.
Toy World 40
R9370SSM Playtrains Harry Potter Hogwarts Express
Hornby.com
Customerservices.uk@hornby.com
01843 233525
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.
Hot for tots
Circana’s Rory Partis examines the Infant/ Toddler & Pre-school category.
I
n 2015, according to our POS data, Infant/Toddler & Pre-school Toys made up 20% of all toys value. However, the situation has changed dramatically over the past decade. In 2025, the same category accounted for around 14.5% of all toy sales. A drop of over 5% in share hints towards children moving to other categories, or the more popular trends and licences being elsewhere, but is this really the case? In 2025, Infant/ Toddler & Pre-school Toys saw a +2% increase, while the category is currently flat in 2026. So, maybe we are going to start to see a turnaround in the category’s fortunes? Let’s dig a little deeper into the current trends within this very important area of the toy market.
appearing in the Top 10 items.
In Pre-school Toys, the standout subclass is Talking & Sound, which has seen value growth of +27% so far this year. This subclass is now the second largest in the Preschool segment, representing 17% of all value, up from less than 10% in 2023. The driving factor behind this rise is the Toniebox, with the Tonies property now accounting for around 15% of all Pre-school Toys sales. This helps build licence growth too, with a host of licences featured on Tonies that can be used with the reading system. The
Rory Partis
Director UK Toys, EuroToys Circana
Another aspect to consider with the overall performance of the category is that some properties traditionally considered as Pre-school are doing well in other categories. If we take Bluey as an example, the overall property is +21%, with some of the strongest growth coming from categories outside Pre-school Toys. Standard Building Sets has seen huge growth, although this is still a relatively new category for the licence. We are also seeing strong growth in Pre-school Games, Toddler Figures & Playsets and even Ranked by value Playground Equipment. It is a similar story for Peppa Pig, which is also having a good Sales gaining (£M) year with overall growth of +8%: some of the strongest Standard Building Sets £80.9 growth is in Plush, Bubble Toys Non-Strategic Trading Cards/Collectible… £21.3 and Children’s Puzzles. On the Top 10 gaining subclasses - total toys Miscellaneous Toys £19.5 Ranked by value subject of Children’s Puzzles, Traditional Plush £13.1 we also have some childSales gaining (£M) Standard Building Sets £80.9 Skates/Skateboards/Scooters £8.9 specific categories performing Non-Strategic Trading Cards/Collectible… £21.3 Toys £19.5 well this year, with Children’s Action Figures £8.0Miscellaneous Traditional Plush £13.1 Skates/Skateboards/Scooters £8.9 Games, Children’s Puzzles and Action Figure Collectibles £5.6 Action Figures £8.0 Action Figure Collectibles £5.6 Pre-school Games all growing Card Games £4.1 Card Games £4.1 in 2026. And some of the PS Talking & Sound £3.4 PS Talking & Sound £3.4 Action Figure Playsets & Acc £3.0 key areas of growth are with Action Figure Playsets & Acc £3.0 more traditional Pre-school properties such as Bluey, Paw Source: Circana, Retail Tracking Service, UK, YTD July 2026 vs. 2025 Patrol and Peppa Pig. 1 Circana, Inc. and Circana Group, L.P. | Proprietary and confidential
Top 10 gaining subclasses - total toys
With the category remaining flat so far in 2026, it is lagging well behind the overall market trend of +12%, although on the positive side, this does continue the stabilisation of the category after years of decline. There is also a difference between the two key areas of the category, with Infant/Toddler Toys growing by +3%, whereas Preschool Toys is -3%. This follows a similar pattern to last year, when Infant/Toddler posted growth of +5%, compared to a -2% dip for Pre-school. VTech Baby and Fisher-Price are the Document classification: NPD Internal Only Top 2 properties in Infant/Toddler Toys, making up around a quarter of all sales in the segment. These two properties have contributed to the growth too, with both showing a positive trend in 2026. There are a number of other growth properties too with Baby Einsten, Bright Starts and Bluey as some of the top performers. Bluey has grown by an amazing +25% in Infant/Toddler Toys in 2026, and that follows +55% growth in 2025. When we look at the performance of VTech Baby, two of the top performing items are Bluey licensed products, with the Toot Toot Bluey Road Trip Playset and the Toot Toot Drivers Bluey Escape Convertible both
Source: Circana, Retail Tracking Service, UK, YTD July 2026 vs. 2025
Circana, Inc. and Circana Group, L.P. | Proprietary and confidential
1
Document classification: NPD Internal Only
Top 3 licences for Tonies this year are Paw Patrol, Peppa Pig and Toy Story/Lightyear, the movie having had a significant impact over the last two months in particular. Growth in other categories in Pre-school is harder to come by – however Learning Toys and Electronic Learning Toys are the other two segments which are gaining in value. Electronic Learning has enjoyed +22% growth, with two standout items this year, both from VTech: LeapMove is the No.1 item in the subclass and Toy Story 5 Explore & Learn Lilypad is at No.2, another example of licensing helping drive sales in the category.
Toy World 42
Infant/Toddler & Pre-school Toys has been such an important part of the toy market over the years, and although the share has fallen slightly over the past decade, it continues to be a key segment, with licences from this space adding value in many other categories. With a healthy growth figure at this point for the overall toy market in the UK, it is good to see the Infant/Toddler & Pre-school category continuing to hold its own. Hopefully it can have a strong end to the year, as it tends to have a higher share than some others in Q4, when many parents and consumers turn to these products for Christmas presents.
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Licence Progression:
Licence
June 2026 Rank #
July 2026 Rank #
The latest Spider-Man movie, Spider-Man Brand New Day, was 4 Spider-Man 11 released in UK cinemas at the end of July, and it has set several box office records since its release. Always a favourite Marvel character, the momentum driven by the new movie has moved the licence up to No.4 in total toys for July, and we expect it to go even higher in August. The licence is already +47% in value in 2026, and it posted impressive growth of +106% in the month of July alone. Building sets make up around 48% of the licence sales, although some of the strongest growth in the property in July came from Action Figures, Action Figure Collectibles and Blasters/Shooters.
Fastest growing subclass Standard Building Sets continues to be a top performing subclass in 2026, having added just over £80m to the UK toy market so far. One area that has added significant value, which has not traditionally been part of the Building Sets category, is World Soccer. This property has added nearly £8m to the category so far this year, of which £2m came in July alone, when football fever really gripped the nation. World Soccer is also a major factor in Non-Strategic Trading Cards/ Collectible Stickers being the second-best performing subclass in 2026. The World Soccer property in this subclass in 2026 has a total value of £32m, which is around 90% of the whole category sales. We will surely see sales start to come down in the category from this point, but the £21m added so far this year has been very welcome. Miscellaneous Toys is the third best performing subclass and 5 Surprise is the top property in this subclass, with a very impressive +50% growth. There have been strong performances from other properties too, such as Clickeez. The items at No.3 and No.4 in the subclass are both Squishy Dumpling items from RMS International, giving an insight into the popularity of this craze so far this year. Another key factor as to why this subclass has performed so well is that 9 of the Top 10 items are all under £10.
Top 5 gain/loss subclasses – ITPS Toys Ranked by value gain/loss
Sales gain/loss (£M) PS Talking & Sound
£3.44
TopToys 5 gain/loss subclasses – ITPS Toys Other Toddler £1.72 Ranked by value gain/loss
Toddler Figures/Playsets & Acc
Other Infant Toys PS Electronic Learning
£1.59 £0.97
Sales gain/loss (£M) PS Talking & Sound
£0.95
Other Toddler Toys
Toddler Figures/Playsets & Acc
PS All Other Role Play
-£0.69
Other Infant Toys
PS Kitchen & Food
PS Electronic Learning PS All Other Role Play
-£0.91-£0.69
Infant Plush
PS Kitchen & Food
-£0.91
Infant Plush
-£1.59 -£1.59
PS Vehicles
-£1.76
PS Vehicles PS Figure/Playsets & Acc -£1.76 -£3.58 PS Figure/Playsets & Acc
£3.44
£1.72
-£3.58
£1.59 £0.97 £0.95
Source: Circana, Retail Tracking Service, UK, YTD July 2026 vs. 2025 Circana, Inc. and Circana Group, L.P. | Proprietary and confidential
2
Document classification: NPD Internal Only
Source: Circana, Retail Tracking Service, UK, YTD July 2026 v
Circana, Inc. and Circana Group, L.P. | Proprietary and confi Document classification: NPD Internal Only
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Toy World 44
Feature
Pre-Christmas Marketing
Winning Christmas
With the festive season fast approaching, toy brands are beginning to pull out all the stops to win kids’ attention and parents’ spending with their pre-Christmas marketing campaigns. Toy World’s Caroline Tonks speaks to experts from Generation Media, SuperAwesome and Hoopla Digital to get to the bottom of what is crucial for maximising 2026’s Q4 campaigns.
T
he Golden Quarter is the most commercially important period of the year for the toy industry, with Christmas gifting driving heightened demand and intense competition for shoppers’ attention. As retailers and brands prepare for this festive rush, effective preChristmas marketing campaigns are essential to build awareness early, influence purchasing decisions and ensure products stand out across an increasingly crowded market. From creating excitement around key launches to using digital campaigns, promotions and engaging in-store activity, the months leading up to the holidays provide a crucial opportunity to capture consumers and maximise sales. This year, Jonathan Chambers, Director of Investment, Generation Media, has seen a more sophisticated approach to timing for Christmas marketing campaigns, rather than a wholesale move earlier or later. The traditional September-to-November window remains hugely important, but increasingly, Generation Media is seeing brands establish awareness and consideration earlier, before the market reaches peak saturation. More importantly, the centre of gravity of the Q4 toy calendar has shifted. In recent years, the market has moved away from October half term as the defining commercial moment towards Black Friday and Cyber Monday. “That changes the role of the media campaign,” states Jonathan. “The objective is no longer simply to be visible when parents start Christmas shopping; it's to build demand before the peak and then harvest it when shoppers are ready to buy. “For brands, this means thinking of September/ October as the runway rather than the starting line.
The brands that wait until Black Friday to turn up are competing for the most expensive attention in the market, while those that have already established awareness, product familiarity and social proof can use the peak period much more efficiently.” Charlie Brownless, Head of Industry, Toys & Entertainment at SuperAwesome, has also seen a peak in shopping before November. From SuperAwesome’s recently released Christmas 2026 research, 57% of parents expect to shop before November - up 5% on last year - and there are a number of toy companies capitalising on this by starting their campaigns and activity earlier. Budgets are also being spent more efficiently, with brands under pressure to make every pound work harder than last year. SuperAwesome has invested heavily in tools like Awesome Intelligence and its measurement solutions, helping toy companies get precise about who they're reaching, understand what's actually working and cut down on wasted spend. Looking at the IPA Bellwether Report (Q2 2026), UK marketing budgets have remained resilient, with some brands increasing investment to the second highest level over the past two years. However, that's reflective of the wider advertising industry rather than the Toys & Games market specifically. Within Toys, budgets are under pressure, and the focus isn't necessarily on spending more, but on demonstrating the business impact of every pound, euro or dollar invested. Lauren Whyman, Client Director, Hoopla Digital, explains: “Brands are moving beyond simply chasing impressions and are increasingly prioritising formats that can deliver genuine attention and engagement metrics. This is creating greater opportunities for formats such as reward video, interactive ad experiences and
Toy World 46
in-app gaming environments, where audiences actively choose to engage with content rather than just passively consuming it.” Within the toy sector, Generation Media has seen budgets under considerably more scrutiny. The industry is moving away from ‘how much are we spending?’ towards ‘how much are we getting back?’. In a market where there is huge competition for attention, efficiency does not mean buying the cheapest CPM (Cost Per Mille). A £2 CPM is irrelevant if the audience doesn't have the propensity to buy. The real objective is maximising the number of valuable exposures that move a consumer closer to purchase. For Jonathan, that is the biggest change in how sophisticated toy advertisers are approaching media: the conversation is moving from cost efficiency to commercial effectiveness. Within the media landscape, there are a variety of options for toy companies to place their investment to fully maximise on their budgets. There has been an increased demand for more interactive formats, with budgets shifting towards playable ad units that deliver stronger engagement and measurement capabilities. At the same time, brands are increasingly looking to consolidate partners across key formats and multiple markets, enabling them to drive greater efficiency. There’s also growing interest in omnichannel creative opportunities, such as playables and CGI content creation, which deliver value beyond a single media placement. These assets can be repurposed as owned content across multiple channels and platforms, without requiring additional creative investment. Alongside this, more advertisers are placing value on campaign effectiveness studies. They are increasingly
Feature
Pre-Christmas Marketing
using sentiment analysis and brand lift research to demonstrate impact to internal stakeholders. As budgets continue to be scrutinised, having evidence that goes beyond clicks and impressions is becoming increasingly important. “Kids' audiences are becoming more fragmented,” says Charlie. “YouTube remains the lead investment channel for toy companies, offering the scale to reach specific audiences across relevant fandoms. Brands have been leaning into newer channels such as Roblox ads and audio advertising to add differentiated, incremental reach and stretch budgets further.” Jonathan echoes the importance of YouTube, stating that video still dominates. “Video can no longer be thought of as a single channel. It is now an ecosystem spanning YouTube, VOD, CTV, social video, in-game video and, where appropriate, linear TV. Each plays a different role, and for brands with sufficient budget, combining them is often the best way to achieve the reach and frequency required to move the needle. “Where budgets don't allow that combination, YouTube remains the standout platform for scale in isolation. As a result, we expect it to once again attract the largest share of investment from the toy market. YouTube can be challenging when it comes to building effective frequency at scale, so it is particularly powerful for generating awareness and demand, but less effective when asked to do every job in the purchase journey.” With these numerous routes to consumers, there is scope for underutilisation. Lauren believes inapp gaming remains one of the most underutilised opportunities. From her perspective, reward video and branded mini games offer something fundamentally different. They create a value exchange with the consumer, resulting in higher levels of attention and stronger completion rates. In-game advertising remains the biggest missed opportunity in Jonathan’s opinion as well. “Take Roblox,” he states. “It is the No.1 gaming platform for under-13s globally, with 98% of kids who play doing so weekly. SuperAwesome research also indicates that Roblox can generate incremental reach of up to 42% when combined
Toy World 48
with YouTube. That makes the opportunity much bigger than simply putting an advert into a game. Gaming is one of the few environments where toy brands can reach children in a context where play is already the behaviour.” The emergence of kid-safe formats, including video, means brands don't necessarily need to build a Roblox experience or commit to a deep integration to test the channel. The message to advertisers is therefore simple: gaming shouldn't be treated as an experimental line on the media plan anymore. It deserves to be tested alongside the established video channels. For Charlie, there's no one-size-fits-all answer. It comes down to the right insight into a brand's audience, which shows where they're actually spending their time and attention. He'd suggest starting there: understand engagement and attention first, then build out planning recommendations for how to use the channel mix. “That being said, one major moment this year was Roblox switching ads back on for under-13s, giving toy brands a direct route into kids' and teens' favourite digital space” he comments. “With brand-safe contextual advertising now available, leaving Roblox off the media plan this year is a missed opportunity.” Looking at the current toy marketing landscape, there are a plethora of ways for toy brands to fully maximise on their Q4 marketing campaigns this year. Lauren, Charlie and Jonathan have all shared their advice to help spark a bit of inspiration. Lauren suggests looking beyond traditional KPIs such as impressions and click through rates, and place greater emphasis on attention and engagement metrics. “Consumers are exposed to thousands of messages every day, so simply being seen is no longer enough,” she explains. “The brands that will stand out, will be those that produce creative campaigns that people genuinely want to engage with.” For Charlie, it’s not playing it safe in Q4. “Standout campaigns win by creating experiences kids actually talk about. The youth space is dynamic and fast-moving, and it rewards brands willing to connect in genuinely new ways. It takes real specialism to navigate this landscape properly, but the brands that succeed are the ones meeting their audience in the fandoms and channels they care about, building talkability and distributing those assets smartly from there.” And from Jonathan’s perspective, three key points come to mind: don’t wait for Q4 to start activity, don’t confuse efficiency with cheap media and plan for the whole purchase journey. “The brands getting the best returns are already building retail media presence, reviews, social proof and product awareness months in advance. When November arrives, they are converting existing demand rather than trying to create it from a standing start. “Awareness, consideration, product discovery and conversion shouldn't sit in separate silos. The best campaigns connect them, using the right environment for each job rather than expecting one platform to deliver everything.” He concludes: “Ultimately, Q4 isn't won by the brand that spends the most. It's won by the brand that makes every pound work hardest.” Over the coming pages, readers will be able to flip through a number of major players within the industry to see what pre-Christmas marketing campaigns they are utilising to highlight their lines this festive season.
Pre-Christmas Marketing
Connetix www.connetixtiles.com wholesale@connetixtiles.com
Connetix is gearing up for its biggest gifting season yet, with a global campaign set to spotlight its latest innovations, drive shoppers to stores and position its premium, open-ended magnetic tile range as leading Christmas gifts. Leading the charge are two hero launches already generating a buzz on social media. The Ball Run Launcher Pack powers up Connetix’s best-selling ball run range with an innovative launcher that sends balls shooting through custom ball run builds. For creativity beyond the playroom, the highly anticipated Travel Mini Pack combines mini tiles with superstrong magnets, reusable stickers and a sleek, compact carry tin that doubles as a build surface, making it an ideal gift for families on the move. Also high on children’s wish lists are the Glitter Galaxy Ball Run Pack, with glowing light balls and glitter tiles that bring a dazzling visual effect to ball run play, as well as the Light Rocket Pack, featuring a rechargeable, dimmable light tile that illuminates builds from within. For older builders and kidults, the advanced Connetix Pro Build It 4 Ways line is where fidget-worthy sensory satisfaction meets challenging design and engineering. Available in four travel-ready tins – Animals, Creatures, Flowers and Vehicles – each set includes step-by-step instructions for four curated designs. Ultra-strong magnets and Smart Spin technology provide greater precision and control, while every connection lands with the kind of satisfyingly crisp click ASMR fans will love. Once the guided creations are mastered, builders can refine, reimagine and construct beyond them. Limited-edition seasonal packs will create additional moments of joy throughout the peak period. The Halloween Pumpkin Pack brings timely seasonal relevance to shelves, tapping into the growing boo-basket trend, while the Christmas Tree, Reindeer and Santa packs make premium stocking fillers, advent surprises and festive additions to existing collections. Connetix will showcase its full new product line-up to its global community of more than 1m social media followers, supported by creator partnerships, digital advertising, video, email, PR and retailer collaborations. Scroll-stopping build ideas, product demonstrations, competitions and delightful seasonal content will build excitement and keep Connetix front of mind with parents, gift-givers, educators and creators from the back-to-school period right through to Christmas.
Zuru www.zurutoys.com | sales@zuru.com With a marketing strategy centred on product-first innovation, creator-led storytelling and real-time consumer engagement, Zuru is set to deliver another standout pre-Christmas campaign across its award-winning portfolio. Supported by an integrated marketing strategy spanning creator partnerships, owned social channels, YouTube Shorts, retail activation and digital commerce, Zuru continues to create multiple consumer touchpoints from product discovery through to purchase. All priority autumn/winter 2026 launches will be supported by engaging storytelling designed to build excitement, inspire fandom and keep its brands front of mind throughout the festive period. Starbox, a new collection of premium collectibles ranges including Nook Nooks, Sad Baby and Minnee, is already seeing strong views across its dedicated TikTok channels. Designed with social-first engagement at its core, unboxing content, collecting culture and repeat engagement is helping to build momentum ahead of Christmas, while at retail, immersive merchandising displays and strong digital assets will drive excitement both in-store and online. Across the portfolio, Zuru continues to invest heavily in some of its biggest global brands. Backed by the company’s global marketing capabilities, Fuggler continues to build momentum through an integrated programme spanning digital content, licensing collaborations, retail activation and ongoing product innovation. By combining the brand's unmistakable chaotically mischievous personality with a programme of fresh character launches and high-profile partnerships, Zuru is ensuring Fuggler remains a standout proposition for both retailers and consumers. Collectability also remains a key focus, with Mini Brands, My Mini and Ballers continuing to drive highly engaged fan communities through creator-led content, collectable reveals and shareable play patterns. New launches including Mini Brands Really Works Vinyl, Mini Brands Mini Snow Globe Disney, My Mini Birthday and WWE Ballers provide a steady stream of fresh content and licensed excitement, ensuring the brands remain at the heart of online conversation throughout the festive season. An extension of the My Mini universe has led to extended reach with the introduction of My Mini Pets and My Mini Mom & Baby Surprise. My Mini Mom & Baby Surprise, which features a surprise newborn reveal experience to further enhance nurturing doll play alongside imaginative storytelling, emotional learning and caring role play, is already proving a runaway hit, thanks in part to content going viral on social platforms with one piece of content reaching 13m views in the first 24 hours of content going live. Action play remains a priority, and as the most-liked blaster brand on TikTok, XShot will maintain momentum through a high-energy content programme supporting new launches including XShot Insanity Motorized Dartstorm and XShot Insanity Blitz Hammer, ensuring fans always have something new to discover and share. Meanwhile in the Interactive Pets category, Pets Alive goes from strength to strength with a focus on sparking excitement from the first reveal. This year’s hero lines, Mommy Elephant & Baby Surprise and Mommy Capybara & Baby Surprise, combine interactive play with surprise reveals, providing an engaging play experience while perfectly suited to social content, in-store theatre and festive gifting. Supported by integrated marketing across digital, creator and retail channels, Zuru continues to drive strong momentum for the range. Together, these campaigns demonstrate Zuru's continued investment in its brands, combining creativity, innovation and retail support to maximise momentum in the run-up to Christmas.
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VTech
Pre-Christmas Marketing
01235 555 545 | www.vtech.co.uk trade.sales@vtecheu.com
As the industry prepares for the crucial Christmas season, VTech is backing its autumn/winter range with its biggest integrated media programme of the year, supporting retailers with sustained consumer marketing designed to build awareness and drive demand. Running from August through to December, VTech's always-on strategy consists of 16 dedicated media campaigns spanning some of the company's biggest brands and newest launches. The digital campaigns alone are expected to generate more than a combined 160m consumer impressions, with further coverage coming from linear TV, ensuring VTech products remain highly visible throughout the key gifting period. The heavyweight multi-channel campaign combines the reach of linear television with a comprehensive digital strategy, giving VTech a strong presence wherever today's families are watching and engaging with content. Activity will run across linear TV, VOD, Sky OCA, YouTube, YouTube Kids, YouTube Shorts, Disney+, Amazon Prime Video, Meta platforms including Facebook and Instagram, and TikTok, with the addition of cinema advertising alongside some of the summer’s biggest family films, allowing the brand to connect with parents and gift buyers across multiple touchpoints. Supporting the campaign are a series of brand-new adverts created for many of VTech's biggest 2026 launches and best-selling ranges. These new creatives include the VTech Baby range, Toot-Toot Drivers Roll & Repair Garage, GRWM Fashion Journal, Kitty Life, Marble Rush Adventures Pirate Ship, Marble Rush Adventures Dragon Castle, Kidizoom Creator Cam, Kidi Guitar Superstar and Kidizoom Fun FX. Each campaign has been carefully planned to reach parents and families with children across VTech's core age groups, using premium video content alongside social media to maximise visibility throughout the customer journey. By maintaining a consistent presence across multiple platforms, VTech aims to keep its products front of mind from the first stages of consideration right through to purchase. This significant investment reflects VTech's continued commitment to supporting its retail partners with meaningful consumer marketing. By combining broad reach with targeted digital activity, VTech is ensuring its key product launches receive sustained exposure throughout the second half of the year, helping to drive awareness, increase consideration and support sales during the busiest trading period of the year.
Simba Smoby UK 01620 674 778 | sales@simbasmoby.com Smoby role play toys, Jada’s Fast & Furious and all-new Disney YuYus feature prominently in Simba’s Q4 marketing plans, with paid media a key element to the strategy alongside creative influencer campaigns and in-real-life activations. Smoby moves into the final quarter with heavyweight support, highlighting its lead role play lines for the season. This activity will be headlined by paid media that calls out refreshes to the brand’s key indoor items that are popular during the holiday season. Parents and gift-buyers are the primary audience, so Simba will be investing in its always-on paid social media drive to promote awareness and clicks to retail. Added to this will be activity for the new Smoby Life Adventure House. Available from October, this all-encompassing large play area is built on two levels, with many features including a slide, trap door and climbing walls. The firm’s ever-popular Jada Toys range will be the focus of its own media campaign, not least of which will be the all new Die cast Vehicles for Fast & Furious. It’s a milestone year with the franchise turning 25, and Jada Toys will release its anniversary lines to mark the occasion. Among the cars added to the 1:24 anniversary range are the 1970 Dom's Dodge Charger, 1995 Brian's Toyota Supra, 1995 Mitsubishi Eclipse and the 2002 Nissan Skyline GT-R. In addition to media and influencer activations, the Fast & Furious collection will be central to the Comic Con activation in October, with a full-size vehicle for photo ops bringing social media moments in time to the marketing drive. Blind boxes and wearables have been a key driver for the market in 2026, and Disney YuYus tap into this Gen Z-led trend, inspired by favourite characters from Disney, Winnie the Pooh and Disney Stitch. Simba’s debut and subsequent second series have been a strong success and now Series 3’s launch is imminent, meaning a huge forecast is predicted for 2026. Due to arrive in late September, the new series will include all new characters for both Winnie the Pooh and Stitch & Angel. In real life activation partnerships with Disney have been key to the huge awareness already created and this will continue through autumn, together with paid social media advertising and influencer drives.
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Pre-Christmas Marketing
Vivid Goliath 01483 449 944 | www.vividtoysandgames.co.uk
This Christmas, Butt Face will be seen across TV, VOD, YouTube and social media, filling screens with farts, giggles and his unmistakable dance moves. In eye catching packaging, Squishy Tushy will also be supported across YouTube and Meta to help drive awareness and build on the success of the fast-growing collectible. Clickeez returns with a multi-channel marketing campaign spanning influencer outreach, TV, VOD, YouTube and Meta. Combining engaging user-generated content with the latest TV commercial, the campaign will support Series 3 Bubble Pops, as well as the recently launched Hello Kitty and Friends and Care Bears Clickeez, ensuring the brand remains front of mind with children and collectors alike this Christmas. Crazy Aaron's Thinking Putty returns with a colourful marketing campaign across YouTube, TikTok and Meta. Showcasing the range's mesmerising textures, creative effects and endless sensory play, the campaign is designed to inspire fans and position the collectible tins as key pocketmoney purchases and Christmas stocking fillers. Fiercelings is set to roar into Christmas with a heavyweight eight-week campaign spanning TV, VOD and social media and utilising a mixture of paid influencers across the worlds of toy unboxing and anime culture for launch. Meanwhile, Animagic Snuggle Ups is set to climb with a full 360-degree marketing campaign. Combining TV, digital, social and PR activity, the campaign will shine a spotlight on the interactive plush, ensuring Snuggle Ups becomes one of the season's top gifts. In the pre-school space, Peppa Pig's Doodle Town is set to inspire creativity this Christmas with a 10-week campaign across VOD and Meta. Designed to engage parents and giftgivers, the campaign encourages young Peppa fans to doodle, draw and get creative alongside their favourite characters, Jelly Blox continues to shine in the squishy, soft and sensory construction aisle and new themed playsets will enjoy a six-week continuous campaign across TV, VOD, TikTok, Meta and social. Across the Games portfolio, Vivid Goliath is gearing up for a major marketing push ahead of the all-important Q4 period. Kids Games will be supported with a tried-and-tested media mix of TV, VOD, YouTube and social across a six-week window. New games Elefun and Cock-a-Doodle Doo along with fan favourites Shark Bite, Don’t Wake Dad, Pop the Pig, Gator Golf and Rattle Snack Jake will be front and centre, backed by high-reach, family-focused placements. Family Games including Triominos, Sequence, Murdle, Mastermind and The Sims will benefit from Meta campaigns spanning the full Q4 period, driving both awareness and traffic. New to the Romantasy category, Fourth Wing, Rise of the Wingleader will be reaching fans of the book series through a layered campaign across Meta, social and influencers. TV and VOD will also be a cornerstone for PlayMonster’s family favourites including 5 Second Rule, Marshmallow Madness, Swallow Your Words and new Breakfast Blitz, with layered Meta support in the key gifting weeks.
Hasbro 0208 569 1234 | www.hasbro.co.uk This Christmas, Hasbro's UK marketing programme spans multiple brands across paid social, creator content, live consumer events and PR, each engineered to convert awareness into gifting decisions during the peak retail window. The season kicks off early, with Play-Doh brand's always-on Play With Your Food creators platform running through back to school – an ideal lead-in before Hasbro’s Pre-Christmas campaign takes over in October, spotlighting top gifting items led by the Super Sizzlin' Kitchen Playset, running across Meta and TikTok through December. Spider-Man: Brand New Day is a creator-led paid social campaign tied to the theatrical release, built to drive consideration across the toy range inspired by the film, among family and culturally-engaged fans. Beyblade X's Sneak Attack Battle Set showcases genuine product innovation directly to kids 8-12, spotlighting the set's pop-up stadium mechanic through awareness-driving media that puts the surprise front and centre. Monopoly's social-first brand campaign this autumn speaks to two strategic audiences at once – competitive, culturally-engaged adults 18-34 and parents of 8-12s – building consideration and purchase intent across Monopoly Cheaters, Monopoly F1 and Monopoly Deal. Marvel Spidey & His Amazing Friends' paid media campaign, targeted at pre-schoolers, uses asset-driven content to build real excitement for the new Marvel Spidey and His Amazing Friends Rescue-Webs Web-Quarters innovation ahead of the autumn. Peppa Pig's Ready, Pedal, Go Peppa bike launch sits within a parents-targeted, creator-first social media campaign that brings the full franchise experience to life, from content to toys to merchandising. At London Comic Con, Ultimate Grogu gets a dedicated creator activation at the show, building hands-on excitement among collectors ahead of its January launch. Avengers: Doomsday's social assets series unveils Marvel Legends, feature figures and role play product ahead of the film's 18th December release. December also brings Play-Doh Blooms to the UK – the first European market for a launch that's already proven itself in the US. This is one of Hasbro’s biggest brand bets of the year: live events and earned media lead the introduction, amplified through creators across every relevant platform, to reach and excite adults 18-35 about a new category for the brand. Together, these campaigns reflect Hasbro's shift toward always-on, creator-first brand marketing, placing its storytelling directly where UK families and fans are already spending their time. Hasbro has the ambition to generate real consumer and brand value that deploys through to conversion, supporting its top items through the Christmas season.
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Supported with a 360 Marketing Campaign, including TV, Digital, Influencer Collabs and PR Activity © 2026 Just Play Products
Scalextric
Pre-Christmas Marketing
01843 233 500 | www.uk.scalextric.com | sales@hornby.com This Christmas, Scalextric is launching its biggest brand campaign in recent years, with a strategic investment designed to reconnect families with one of the UK's most iconic toy brands and inspire a new generation of racers. Running throughout the peak festive period, the integrated campaign centres on the enduring appeal of Scalextric as a shared family experience, celebrating the excitement of friendly competition and the joy of spending quality time together. The campaign aims to position Scalextric as the ultimate game night activity, bringing multiple generations together around the track and reminding consumers why the brand has remained a household name for nearly 70 years. At the heart of the campaign is a new hero brand film, which will run across Video on Demand (VOD), YouTube and social media. The creative showcases the fun, excitement and connection that comes from racing together, highlighting Scalextric's unique ability to engage children, parents and grandparents alike. Rather than focusing purely on the product, the campaign places family bonding and shared experiences front and centre, reinforcing the emotional role Scalextric plays during the festive season. Alongside the hero creative, Scalextric will launch a dedicated Games Night with Scalextric campaign aimed at the growing kidult audience. Designed to encourage adults to rediscover the brand, the campaign positions Scalextric as a competitive, social activity that can be enjoyed with friends and family, tapping into the continued popularity of games nights and nostalgic entertainment. The campaign will be supported through a coordinated digital strategy across YouTube and social media, ensuring consumers encounter the brand at multiple touchpoints throughout the Christmas shopping period. Content has been developed to engage both families looking for memorable shared experiences and adults revisiting a brand they grew up with, helping to drive awareness, consideration and purchase intent during the key gifting season. By combining broad-reach brand activity with targeted digital engagement, Scalextric is investing in long-term brand growth while reinforcing its position as one of the most recognisable names in family play. Retail partners can expect a sustained marketing presence throughout the festive period, designed to keep Scalextric front of mind at the moment consumers are choosing gifts that create lasting memories.
Just Play www.justplayproducts.com | uksales@justplayproducts.com Just Play will support its portfolio across the board as the last quarter approaches to ensure its fun and innovative brands are top of mind as the important buying season begins. The Sesame Street Tickle Me Elmo Giggle Max Interactive Plush Toy is ready to get the giggles rolling with friends, family and Elmo's greatest fans, and his infectious laugh will have star billing across the heavy hitting marketing plan ahead of him. August has seen a month of cinema advertising which will be added to with multiple bursts across TikTok and Meta. Activity across influencers will include a celebrity campaign plus specialist press boxes aiming to capture the imaginations of the media. Also top of the agenda will be mass marketing for FurReal. Since joining the Just Play roster in 2024, FurReal has seen real year-on-year growth. With ground-breaking innovation for 2026, the momentum will significantly ramp-up specifically supporting Snuggles the Smiling Sloth and Gabby the Grow & Roar Tiger. Marketing begins early in the season, with in-store activity coupled with influencer coverage and star billing at the Big Christmas Press Show – as the year goes on, heavy hitting advertising will ensue with linear TV and pre-roll spanning August through November. Coupled with this will be a six-week cinema campaign ensuring these two characters make their presence felt with the captive audience watching this year’s autumn family blockbusters. Happy Haul – Just Play’s own surprise unboxing collection – launched this spring and now its second series is in full swing. Once again, peer-to-peer unboxing will be on the agenda ensuring all the properties under the Happy Haul umbrella are supported. Added to this will be mass TikTok activity in August and October, ensuring that this ‘get it while you can’ drop is forefront of the mind with Gen Z and Alpha audiences. EmotoBot is Just Play’s new interactive robot toy that responds to both touch and sound with expressive digital animations, motion, activities and personality-filled conversation. Speaking to the targeted audience will be the aim of the media activity, with Disney+, YouTube and Meta activity taking place in September, coupled with more YouTube and Meta activity in November and then gaming pre-roll bridging the campaigns in October. For more information about these and other pre-Christmas campaigns from Just Play for 2026, get in touch via the details above.
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Pre-Christmas Marketing Character Options 0161 633 9800 | sales@charactergroup.plc.uk With all of Character Options’ brands benefiting from seasonal marketing support, retailers can stock with the confidence that awareness will be high, especially when it comes to the firm’s top picks for Christmas 2026. With the Giftie Badge Maker, kids can design and make fun, colourful, quality button badges to accessorise their bags, jackets and more. New this year, this DIY badge making kit comes with 50 badges for children to easily create their very own badge designs while allowing them to make their own individual statements, reflective of who they are. All of this will be portrayed in a multi-platform media drive that starts from August and will run till the end of November – with millions of views booked across YouTube, Meta, gaming and TikTok. Added to this will be IRL demonstration events, a Big Christmas Press Show appearance and a mass influencer drive. The all-new Goo Jitzu will be supported throughout autumn but as Christmas approaches this will ramp up with a huge drive for King Frostbite, the hero character of the season. This mighty icy hero is built for action and even bigger adventures, combining a satisfying stretch and squish, weapons, fist launcher feature and over 35 phrases and lights to bring every battle to life. All of this will be evident in new commercials to be shown across YouTube, gaming, Meta and TikTok, while selected heavy hitting influencers will also be tasked to show their Goo Jitzu antics on their channels. The Character Options’ games portfolio will benefit from huge numbers of YouTube and gaming views ensuring the games buying season in the last two months of the year are priority. Top of the agenda will be a new Hunt-A-Killer series which is aimed at an older audience of party-going board game fans, while the fun Starts With Ends With game will have its own inventive PR and advertising campaign. The youngest audiences will be enthralled with the new Peppa Pig Peek-A-Boo Peppa feature plush toy with sounds and music that encourage kids to play peekaboo with her. Parents and gift buyers will also be targeted with an advertising campaign across YouTube, Meta and TikTok throughout September, October and November. A huge volume of parent influencers will also be commissioned to sing the praises of this new Peppa Pig toy. Finally, Sticki Rolls will have multiple campaigns for all segments of the portfolio. Whether Sticki Rolls Minecraft Series 3, the core Sticki Rolls or the fun wearable Sticki Mates collectibles – the world of Sticki Rolls will be unmissable this autumn. Character Options’ 2026 portfolio is support by substantial PR and marketing campaigns. For more information, get in touch via the details above.
Wow! Stuff 07817 273 766 | www.wowstuff.com | sales@wowstuff.com Wow! Stuff has announced its pre-Christmas marketing campaigns to support the launch of its new premium blind box collectibles range, Kotomi, alongside its latest leading-tech Puppetronics lines. For Kotomi, a sustained programme of influencer partnerships, social-first content, media outreach and experiential activity will build momentum throughout the autumn, ensuring the range remains front of mind with collectors and gift buyers alike. Spanning both the toy and fashion collectibles space, the all-new kawaii-inspired, cosplay bear characters will debut via a comprehensive digital campaign, with social reveal content, influencer engagement and unboxing moments driving awareness. The Kotomi bears are immortalised as some of the world’s most popular fictional characters as seen in hit TV shows such as Netflix’s Stranger Things, Netflix and Tomorrow Studios’ One Piece, and Netflix and Shondaland’s Bridgerton. The Kotomi bears also feature as a collection inspired by Warner Bros.' beloved Harry Potter franchise. Tapping into the fandom community collector culture, the range has been designed with social sharing in mind and begins from the off with an iconic three-second audio clip triggered on opening the box, creating an instantly recognisable reveal moment. Fans then open the mystery bag inside to discover which of the collectible characters they have received. Bringing a new level of storytelling, display appeal and fan engagement, each Kotomi bear character features an authentic cosplay design with premium glass eyes containing artwork from a specific scene within a television episode or film. With each licensed range featuring six characters to collect, comprising five common and one rare character, each collectible Kotomi is supplied with a premium collector card detailing the exact episode and time code from which the scene originates, further enhancing the collectible experience and engagement amongst the fan communities. Designed for both play and display, Kotomi bears feature fashion-led designs inspired by the shows they represent and can be displayed within their diorama-style packaging or attached as premium bag tags, expanding their appeal across multiple consumer demographics. This broad appeal will be supported by an extensive PR campaign spanning media showcases, influencer engagement, experiential activations and targeted outreach designed to reach both core fans and new audiences ahead of Christmas. The company’s groundbreaking Puppetronics portfolio will benefit from an extensive integrated campaign spanning digital, social, experiential activity and PR to reach themed fan communities as well as wider lifestyle and gift-giving audiences. Campaigns will support the latest product and IP launches, including Palm Puppetronics, Yoda Puppetronic by RealFX, One Piece Chopper Deluxe Puppetronic and Fuggler Deluxe Puppetronics, with stand-out storytelling designed to drive engagement. Alongside paid and earned media activity, Comic Con appearances, press showcases and wider PR outreach will bring the Puppetronics range to life, celebrating much-loved pop culture characters while driving awareness throughout the key Christmas period.
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Pre-Christmas Marketing University Games 0207 254 0100 | www.university-games.co.uk Sustained investment in consumer marketing continues to play a key role in driving awareness and supporting retailers, with University Games once again backing its leading brands with an integrated programme of PR, digital, social media and broadcast activity throughout the crucial Q4 selling season. Subbuteo, The Learning Journey, Bullseye and the new Pundamental range are among the key brands at the heart of this year's heavyweight campaigns, designed to build demand, engage consumers and maximise Christmas sales. 2026 marks the seventh consecutive year of significant marketing investment behind the iconic Subbuteo brand. The comprehensive campaign will once again utilise a powerful mix of VOD, TikTok, Meta, YouTube and Sky Sports, alongside consumer print and content creator activity. Supported by fresh creative assets and new product imagery, the campaign will target football fans of all ages, inspiring both long-time players and a new generation of Subbuteo enthusiasts to rediscover the world's favourite table football game. Building on another year of strong growth, The Learning Journey marketing campaign will continue to establish the educational pre-school brand with an integrated programme across podcasts, Meta, YouTube and parent-focused digital channels, utilising wide range of Learning Journey assets to engage consumers. Alongside continued support for best-selling educational favourites including the Match It!, Lift and Learn and Sort and Learn ranges, this year's campaign will also shine a spotlight on the new licensed Peppa Pig and That's Not My… ranges. Combining trusted pre-school brands with The Learning Journey's proven educational play patterns, the campaign will showcase products that encourage early learning through engaging, hands-on play. Following its successful return to television and continued popularity with families, Bullseye remains a key focus for the festive season. National PR activity, digital marketing and targeted social media campaigns across Meta, TikTok and YouTube, will keep the iconic brand front of mind, supported by new engaging creative content and user-generated activity celebrating the classic quiz show's enduring appeal. The campaign will continue driving awareness of both the Bullseye Board Game and Mini Game, helping retailers capitalise on the nostalgia-driven gifting market while introducing the brand to a new generation of players. New for 2026, Lagoon's Pundamental range will benefit from an exciting launch campaign combining influencer partnerships, engaging digital content in collaboration with the hugely popular Jelly Armchair social channels. Designed to celebrate the humour and personality behind the range's witty wordplay and creative gameplay, the campaign will generate awareness across social platforms while encouraging consumers to discover the collection of games, puzzles and gifts as ideal presents for family, friends and every occasion. Alongside these key campaigns, University Games will continue supporting a wide selection of new and best-selling games, puzzles and gifts throughout Q4, including Murder Mystery Party, National Geographic How Things Work, Project Genius, Dog Man, Licensed Football Gifts, Pocket Dice, Perudo and many more, ensuring retailers have the backing of sustained consumer marketing across every major category this festive season.
Brainstorm 01200 445 113 | www.brainstormltd.co.uk | sales@brainstormltd.co.uk Brainstorm continues its fully digital campaigns this year with its latest Q4 advertising incorporating YouTube, social media and gaming. Working closely with Storytime Media, Brainstorm has developed a layered approach to its marketing using all available data to reach children in their native digital habitat alongside targeting parents looking for fun and educational toys. Product ranges being advertised for Q4 include StikBots, Aqua Dragons and popular Water Art, which is already established as a viral social trend. The My Very Own Moon will also feature alongside the new value-for-money Brainstorm Kits. Eco-friendly collectible craft brand Eugy will be incorporated into this year’s advertising too, backed up with influencer-led campaigns across all key lines and new launches including Christmas Eugy. Since migrating its marketing campaigns to digital platforms, Brainstorm has seen strong results across multiple brands. Storytime Media has been a valuable partner, helping the company to maximise the effectiveness of its campaigns through a data-led approach. Combined with its always-on PR activity and significant Q4 media coverage already secured, Brainstorm is looking forward to driving increased awareness and sales through the remainder of the year.
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Bluey Listen & Play Bag
Available from 20th Sept Bluey Toniebox Sleeve Bluey Audio Tonie Characters Multipack
Tonieplay A Playful Day with Bluey Game (Tonieplay Controller sold separately)
BLUEY TM and BLUEY character logos TM & © Ludo Studio Pty Ltd 2018. Licensed by BBC Studios. BBC logo TM & © BBC 1996.
Pre-Christmas Marketing
Paladone 01273 230 037 | www.paladone.com | info@paladone.com
With 90% of consumers saying video helps them make buying decisions, video marketing and advertising plays an integral role in how Paladone and WeCool bring products, brands and licences to life. The goal isn't simply to showcase product form and function; it's to make people ‘feel’. When an advert creates an emotional connection, whether that's excitement, nostalgia, curiosity, joy or a sense of belonging, engagement increases, viewers remember the product for longer and form a stronger affinity with the brands sitting behind it. The emotional connection is what transforms a product demonstration into a visual feast that connects with customers and consumers at multiple levels. The benefit for retailers is increased consumer awareness and purchase intent. Paladone is speaking to shoppers in the places where they spend most of their time – online and on screens. When they see a product or brand continually telling creative and moving stories on their screens, they eventually form that emotional connection, making them far more likely to actively seek out at the brands and products at retail. Paladone’s investment in video works as an additional layer of support for customers, helping to drive traffic, interest and conversation around key product ranges. Rather than relying solely on packaging, POS or shelf presence to do the heavy lifting, retailers benefit from consumers arriving already engaged and excited. The Paladone WeCool strategy is to deploy five to six high-profile video ad campaigns per year, and it now has a team dedicated to producing content that contains compelling narratives. The most recent videos for LunaGlo and ChiGoo are incredible, and later in 2026, it’ll be releasing Lego and Harry Potter ads in time for the festive rush. Paladone WeCool has a strong line-up of Christmas-ready products covering some of the world's biggest entertainment and toy brands. Leading the charge is the highly anticipated new Lego range from Paladone. Highlights include a posable Lego Minifigure Light, collectible playing cards housed in an embossed Lego Brick-shaped tin and a Lego Torch that lets fans feel like they've shrunk down to minifigure size. A particular standout is the Lego Brick Light collection, featuring stackable brick-shaped lights that connect and interact with one another. Alongside the latest Paladone launches, WeCool continues to expand its licensed portfolio with innovative play experiences. One of the standout introductions is the Harry Potter Letter & Sticker Maker, already available to order ahead of the highly anticipated new Harry Potter series debuting on Christmas Day. The set encourages children to create personalised letters, decorations and messages using themed stickers and accessories. The item is further supported by additional refill packs, helping to extend play value and encourage repeat purchases. Completing the line-up is the new Just Ameerah range, developed in partnership with one of the most influential creators in the slime category. With more than 5.5m YouTube subscribers, alongside significant audiences on Instagram and TikTok, Just Ameerah has built a highly engaged fanbase through creative slime content and challenge videos. The range captures that energy through products including spinning-top slime jars that teach children how to mix and customise compounds, as well as an interactive slime-themed board game. By combining creator influence with hands-on play, the range offers retailers an exciting opportunity to capitalise on the growing demand for creator-led products.
Basic Fun! UK 0118 925 3270 | www.basicfun.com | bfuk@basicfun.com Basic Fun! UK is backing its key brands with a high-impact Q4 marketing plan, designed to drive visibility and retail sell-through across core categories in the run-up to Christmas. Cry Babies leads the charge this season with the launch of Cry Babies Sleep Routine Jenna, supported by a dedicated VOD campaign alongside YouTube pre-roll and bumpers to build awareness ahead of Christmas. Influencer activity brings the Sleep Routine Jenna doll to life alongside further creator support for the Newborns & Tiny Cuddles range, with social boosting across Instagram, Facebook and TikTok running behind the entire Cry Babies portfolio to maximise reach into the festive period. Care Bears anchors Basic Fun!'s Q4 strategy once again, with a major new chapter as the brand welcomes Hello Kitty into its collectable universe. The Care Bears x Hello Kitty range launches with a dedicated campaign spanning press kits, sampling, influencer gifting and digital activation to maximise visibility around the collaboration. Support continues across the wider Care Bears collectibles portfolio, with influencer-led activity, paid and gifted partnerships, and press sampling targeting parenting, lifestyle and collector audiences throughout the festive period. Lite-Brite enters Q4 under its reimagined Lite-Style positioning, ‘your room, your vibe, your world’, with a Q4 line-up spanning all three product pillars. The newly refreshed Lite-Brite Original returns with six bold new templates, while ColorPop! Fashion Glam brings 3D pop-up peg accents and full-colour backgrounds to the range supported by VOD burst in Q4. New for autumn/winter 2026, the Trace & Dot Glow Board, Chatbubble Emoji's and Draw & Glow Board Mini extend Lite-Brite beyond the traditional peg system, backed by digital advertising on YouTube and family-focused content across Instagram Reels & TikTok. Special content filming is planned for Q4 to spotlight the new collection, with creator partnerships highlighting the creative, screen-free play experience and positioning the range as a standout gift for the whole family this Christmas. For more information about the Basic Fun! UK 2026 portfolio, which benefits from the support of a huge programme of marketing activity, please contact UK Sales via the details above.
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STUDENT
Delivering Joy to Children in Need
Opinion
Etopia
Why Amazon is becoming the most valuable source of customer insight Asha Bhalsod has over 18 years' worth of eCommerce account management experience and now runs Etopia Consultancy, helping brands create their eCommerce strategy and grow their Amazon business. Here, she explains why treating Amazon as just another retailer overlooks its rich source of customer insights.
A
s we move into the final stages of planning for Christmas, most toy businesses will be asking familiar questions. Have we backed the right products? Have we invested behind the right retailers? Is our advertising strategy strong enough? Will we have sufficient stock to support demand? These are all important questions, and every commercial team will be working hard to get the answers right. However, there is another question that receives far less attention, despite arguably having a greater impact on long-term growth: Do we actually understand how our customers buy our products? For many years, Amazon has been viewed primarily as a retail customer. It has its own trading terms, promotional calendar and operational requirements, and for many businesses it sits alongside other major retail accounts. But treating Amazon as just another retailer increasingly overlooks where its greatest value arguably now lies. Amazon has become one of the richest sources of customer insight available to any consumer brand. Every search, every click, every product page viewed and every purchase contributes to an understanding of customer behaviour that few traditional retailers are able to provide. Amazon already knows which shoppers bought your brand last Christmas, which products introduced them to your range, which advertising activity influenced their purchase and which customers never converted despite showing clear purchase intent. The surprising part is not that this data exists; it’s that many brands are still making commercial decisions without using it. For years, we've relied on sales reports, market data
and advertising metrics to tell us what happened. They remain valuable tools, but they only tell part of the story. They show us the outcome, not the journey. In a category where parents research, compare products, read reviews and often return several times before making a purchase, understanding why someone bought is becoming just as important as knowing what they bought. This is where Amazon Marketing Cloud (AMC) comes in. Despite the technical name, AMC isn't another advertising platform; think of it as a way of connecting the dots. Instead of looking at Sponsored Products, Sponsored Brands and Amazon DSP as separate campaigns, AMC allows brands to see how they work together. It provides a much clearer picture of the path to purchase, helping answer questions that standard campaign reports simply can't. Which advert introduced a new customer to your brand? How many interactions did it take before they purchased? Which campaigns genuinely influenced the sale, rather than simply taking credit for the final click? For many businesses, Amazon DSP has been part of the advertising mix for several years. Yet too often it is still measured using the same metrics as every other advertising platform. Reach, impressions and clickthrough rates all have their place, but they only tell part of the story. The real question isn't how many people saw your advert; it's what they did afterwards. This is where AMC changes the conversation. Rather than analysing advertising channels in isolation, it brings them together to reveal how customers move from discovery to purchase. That understanding is particularly valuable in toys, where buying decisions are influenced by multiple touchpoints. A parent may first become aware of a product through a DSP campaign, return later after searching on Amazon, compare several products,
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read reviews and only purchase days or even weeks later. Without connecting those interactions, it's easy to underestimate what actually influenced the sale. The insights don't just benefit marketing teams. They should influence commercial planning across the business. Understanding which campaigns recruit new-to-brand customers, how long shoppers typically take to convert or which products introduce families to your brand can shape advertising investment, product launches, forecasting and even retailer conversations. Amazon is also evolving rapidly. AI-driven shopping experiences and agentic commerce are beginning to change how consumers discover and buy products. As these technologies develop, brands will have access to more customer insight than ever before. The competitive advantage will no longer come from simply having access to data. It will come from knowing how to interpret it and, more importantly, how to act on it. The days of simply listing products on Amazon and expecting them to sell are long gone. Equally, investing a modest advertising budget without truly understanding what's driving performance is no longer enough. The businesses that succeed over the next few years will be those prepared to get underneath the data, challenge their assumptions and use those insights to make better commercial decisions. Amazon has always been a retailer. Increasingly, it is becoming one of the toy industry's most valuable sources of customer intelligence. The brands that embrace that shift won't necessarily spend more than their competitors. They'll simply understand their customers better, and in today's market, that understanding may prove to be the biggest competitive advantage of all.
Company Profile
Playmobil
Closing the imagination gap Toy World’s Caroline Tonks catches up with Mitch Levene, Country Manager at Playmobil, to learn more about the company’s latest chapter and how its ‘Playmolution’ is redefining its strategic purpose to help provide children with a safe space to develop, learn and grow.
P
laymobil’s UK business is experiencing something of a revolution, with big changes happening even faster than anticipated via the company’s strategic plans. In the recent past, the approach to retailers may have been a little too transactional, but with a more strategic and clearer strategy, the company has made major progress this year. This reversal of fortune is reflected in the early sales numbers for 2026, with sales out up 4% so far and more to come in the second half of the year. When Mitch Levene joined Playmobil last year, he noticed that there needed to be a clear articulation of what the company and brand stood for. Once on board, one of his first tasks was collecting data to provide a much clearer foundation. This research started with the UK Department for Education, Health and Social Care. A survey, titled New Screen Time Guidance for Parents of Under-5s, aimed to determine whether ‘How young children spend their time really matters for their development’. While many of today’s parents and caregivers aim to provide a balanced play environment for their children, there are major concerns surrounding doom-scrolling, sleep, attention deficit and impact on creative play. Although the report claimed that 78% of parents encourage their children to be creative and 69% believe that too much screen time ruins their attention, 24% of parents admitted that they find it hard to control their child’s
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screen time. It was also determined that 90% of a child’s development happens before the age of five, demonstrating these roadblocks with screentime can impact critical development periods. Playmobil’s own 12-month research programme provided independent evidence that children are well engaged with the Playmobil brand. In a survey by Socrates Research and Consulting from December 2025, strong brand affinity was seen through 75% of children in the survey, saying that they would like to be friends with Playmobil if it was a person, and 60% said that they think Playmobil is ‘cool’. There’s even an opportunity to grow, with only 40%+ of children consulted having played with Playmobil toys. This is perceived as a direct reflection of the need to increase availability to purchase Playmobil, which is already dramatically changing. “All of this is reason to believe in Playmobil,” says Mitch. “We don’t want to see a generation growing up without imagination and without creativity. This is a perfect territory for Playmobil because we embody these things – creativity and imagination are at our heart.” Mitch sees this data as an opportunity to redefine the company’s brand purpose: to close this perceived imagination gap. Coined as a ‘Playmolution’, the strategy is composed of four key areas: World Class, Exceptional Brand, One Team Delivering Success and Gold Standard Partnerships. World Class is the quality of the product. Playmobil
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Company Profile products are designed to last through generations, making it a reliable product range that consumers trust. Mitch explains: “Some people have said to me that customers won’t buy our products because they still have previous sets. But they still do; they continue to build their collection because the quality and durability are there and the products are interconnected. You buy one, then you add on for more play factor and even greater creativity. That’s the whole idea and what makes a world class product a good thing.” Playmobil’s factories are based in mainland Europe, specifically Czechia and Malta, and are fully owned by the business. This has allowed it to build a faster, more reliable supply chain. Its products reach retailers in roughly two weeks compared to much longer lead times experienced during global supply chain disruptions. This moves into the second key point: Exceptional Brand. Being able to supply product to retail at such a rapid speed has been very well received by partners. With this speed to market and an established brand identity, Playmobil is moving towards closing this imagination gap. To become a go-to for imagination and less screen time, Playmobil appointed a new brand agency in June, Boldspace. It has already made a real impact, with Playmobil being associated with ‘imagination’ in key media outlets. Another new initiative that is being very well received by retailers is a BOGOF – buy one, get one free. Running from October to Boxing Day, this campaign will not need funding from retailers and gives customers a redemption back from their purchase. By simply scanning a QR code post purchase, they then get money back from the bank. The retailers see BOGOF as something that has a lot of potential for themselves and their customers. There is also a new growth culture within the organisation and beyond, shaped around the theme of One Team Delivering Success. “There is a lot happening in the right way at the moment; we’re all very focused at being proactive and solution oriented,” explains Mitch. “If there’s a challenge - and there will be challenges along the way - we see how we can transform it into an opportunity. We want the people on our team to bring options and solutions, while
Playmobil
always looking for the next best thing. This is how winners are made.” Mitch sat down with a number of people within the Playmobil organisation recently and asked, ‘What’s our most important asset?’, and many responded with ‘our people’. As such, Playmobil is putting a lot of interest in its employees, especially the ones who have a desire to grow, to help with their development and progression within the company. A number of employees are embracing taking on more responsibility, whilst working smarter and rising to the occasion, and Mitch sees this as a good sign for them, the company and its future. “One Team Delivering Success is actually more than just our team at Playmobil,” he explains. “It's our partners as well – we always talk about how we're all in this together. We treat our agencies and retailer partners as extended family. We work hard together and we grow together” This mindset feeds into the final part of the Playmolution strategy – Gold Standard Partnerships. Over the past several months, the business has experienced a major expansion in its retail partnerships, with the likes of WHSmith, Hamleys, Argos and British Garden Centres seeing great success. These are just a few who are benefiting from Joint Business Plans. Mitch states: “While we used to be quite scattered in where we sold Playmobil, we’re now very selective. We want to work with people and companies who share the same ethics and understand us as a brand and what we’re trying to achieve. We operate in tandem with the retailer and their consumer profiling.” WHSmith has been a successful partnership across a variety of locations. It’s highly visible, with a multitude of opportunities to see Playmobil product in different airports across the UK, located at terminals in Stansted, Gatwick, Liverpool and Newcastle, to name a few. WHSmith stores in rail terminals have also seen success with Playmobil blind packs, alongside motorway services and hospitals. These shops provide over 1,000 opportunities for people to see and purchase Playmobil. “With hospitals, you feel like you’re really doing
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something right,” says Mitch. “When children are in the hospital, especially on a long-term basis, it means a lot to be able to support them. At Christmas, we’re trying to get our 5-foot Santa statues into hospitals to bring some joy.” Playmobil’s Argos relationship has had a big turnaround this year. The multi-channel retailer has moved from stocking just four SKUs when Mitch joined the business, to over 300 SKUs in the last couple of months, bringing a better depth of range for Playmobil. A new partnership with a well-known and trusted pharmacy retailer will also go live online in October and in-stores across over 100 locations stocking toys, putting the brand in front of a different kind of consumer. Mitch celebrates this progress and recognises that Gareth Cobley, who joined Playmobil in January, has been instrumental in the successful rollout of these Join Business Plans, supported by a great team. With 2027 ranges already being developed, Playmobil is looking to tailor products more closely to the UK market, such as a green Mini with a Union Jack roof, while building opportunities around major events, such as the 2027 Women’s World Cup and future football tournaments. This strategy also emphasises the brand’s enduring appeal across generations, its quality and collectability, and its ability to inspire imaginative role play. Playmobil is placing the foundations for longevity, with the ambition of combining a strong brand, better retail execution, collaborative partnerships and a growth-focused culture to deliver continued success. Mitch concludes: “When there’s a revolution, leadership is imperative, often managing uncertainty while keeping the organisation moving in the right direction. That’s tough and hard work, although when you have a great plan and keep making progress, this breeds a real collaboration and enthuses those who want to grow with the company. “Our brand identity is very clear on what we’re trying to achieve as a business. With less screen time and more creativity expanding children’s minds, strategic retailer partnerships providing availability to purchase, and the right people and culture within the business, positive results do follow.”
ALPHA TOYS LTD (OFFLINE) Trinity Court, Church Street, Rickmansworth, Hertfordshire, WD3 1RT Tel: +353 67 63800 info@alpha-toys.co.uk www.alpha-toys.co.uk
bruder.spielwaren
ROBBIE TOYS LTD (ONLINE) Unit 1, The Lane Manston Business Park, Manston, Ramsgate, CT12 5EZ Tel: +44 1843 604448 support@robbietoys.co.uk www.robbietoys.co.uk
bruder.spielwaren
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Bruder Spielwaren
Brand Profile Tonies
Tonies hits play
Lucia Kreuzer, General Manager at Tonies UK and IE, shares Tonies’ current category growth and retail penetration plans in the UK, alongside further details on the Tonieplay licensing pipeline in conjunction with its latest Hasbro launch. Tonies recently announced that more than 1m UK homes now have a Toniebox. What's driving this continued momentum?
A million UK and Irish families have chosen Tonies, and their trust means everything to us. Our job isn't just to sell a product; it's to listen to families and build what they actually need. I strongly believe it comes down to having the right product, at the right time, landing in the right place. On timing, we’re seeing that parents want meaningful alternatives to screen time, and Tonies sits right at the heart of that. For us, this need from parents and children provides meaningful direction in how we shape our product strategy. On product, our new Toniebox 2, which launched last year, was designed to speak to both ends of our audience, younger and older children. For younger children, we lowered the entry point with our 1+ certification and stories built around it, like on our soft and squeezable My First Tonies. For older kids, we developed relevant content with full-length Book Tonies and our daily podcast. Most importantly, we’ve introduced Tonieplay, our biggest innovation yet. It moves children from linear listening to interactive, ears-first gameplay, while still being completely screen-free. Behind all of this is an IP pipeline
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that is growing stronger and stronger. Our recent Bluey and Pokémon partnerships are great examples, with many more exciting collaborations planned for 2027 and 2028. We’re also building out the ecosystem beyond a single device. Toniebox Lite just launched in North America and will be coming to the UK and Ireland later this year. It is a smaller, lighter and more accessible device that’s compatible with every Tonie figurine ever released. That's how we want to expand the ecosystem – bringing Tonies into more families and more aspects of their lives. And the strength of our retail relationships has enabled us to get Tonies in front of families at scale.
How has the UK retail landscape evolved for Tonies over the last year? The retail landscape has evolved really positively for us. We're now stocked in over 2,400 stores across the UK and Ireland, and we've grown meaningful physical shelf space within those stores. It's been a genuine partnership – retailers have invested in our vision alongside us, and that's made all the difference. The strength of that relationship shows in the numbers. Our demo station penetration is at 70% across retail doors. That's significant because it changes how families discover
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Brand Profile Tonies in store. When children and parents experience our brand and product in-store, it translates directly to purchase and loyalty. Retail partners are seeing families coming back regularly - there's strong repeat purchase and the collectability drives basket size.
The UK is often seen as one of Tonies' strongest international markets. What makes British consumers particularly receptive to the brand compared with other territories? Globally, Tonies has sold 12.2m Tonieboxes and 165m Tonies, with children listening for an average of 280 minutes per week across 100+ countries. The combined UK and Irish market genuinely does standout as one of our strongest, and I believe that's tied to a few particular strengths in terms of how families here approach play and entertainment.
There's a strong storytelling culture here; a real tradition of bedtime stories, children's publishing and animation – Tonies taps into that naturally. The gifting culture is powerful too. Tonies works beautifully as a birthday or Christmas present, and the collectability of the figurines adds real appeal. UK parents are particularly concerned about screen time, and Tonies answers that concern directly. Recent research we conducted showed that over 80% of UK parents are actively using audio to manage bedtime and cut evening screen time. This demonstrates to us that families here understand the value of audio, and they're choosing it deliberately. A Toniebox is a genuine investment. It's designed to grow with a child over several years, not be outgrown in months. For time-pressed parents, it's guilt-free entertainment they can hand over without reservations. Word of mouth remains hugely powerful through tight parenting networks, which creates a selfreinforcing cycle of adoption. That's why the UK and Ireland have become and will continue to be such significant markets for us.
As household penetration increases, how do you balance acquiring first-time customers with encouraging existing families to expand their Tonies collections?
I wouldn't frame it as a trade-off. Acquisition and expansion are really two sides of the same growth engine for us. On acquisition, we've broadened entry points significantly. My First Tonies targets families with children 1+; strong IPs
Tonies
like Bluey, Pokémon and Disney give new families an easy way in; and gifting occasions create natural initial purchase moments. For expansion, we're giving existing families plenty of reasons to grow their collections. We have over 1,500 figurines and thousands of digital titles globally, designed to evolve as a child grows. Tonieplay is the perfect example: once a family owns Toniebox 2, our games give older children a natural next step to want to stay engaged. Toniebox Lite works on both tracks. It opens new acquisition, but it's also a natural second box for existing families. Compatible with every Tonie ever made, it extends Tonies beyond the home, which opens up both acquisition opportunities and deeper engagement for families who alredy own a Toniebox.
What opportunities remain in UK retail? Are there channels where you still feel Tonies is underrepresented?
There's still plenty of headroom for further growth. We're investing in in-store experience such as demos, activations and pop-ups to bring the brand to life physically. Independent toy shops remain crucial; we've learned so much from independent retailers about what families in their communities actually want. We want to deepen those relationships. To nurture this, we have a dedicated team with points of contact for each retailer, POS support and guidance on merchandising. But above all, we have regular dialogue with our independent partners, genuine feedback loops, in which we listen and respond. Travel retail also opens new opportunities. Airports are a natural fit for screen-free entertainment for family journeys. That's exactly why we designed Toniebox Lite the way we did – smaller, lighter and built to slip into a backpack. It's opening up new retail channels. Book retail is another opportunity. Our audiobook offering through Book Tonies is a fresh territory for that channel. The 1+ certification also opens up the opportunity to grow our nursery retail footprint and unlock secondary nursery placements in stores where we are already listed in the toy aisle. Over the last 12 months, Toniebox 2 and Tonieplay have further strengthened our market position significantly. We've increased SKU range and shelf space, and as brand awareness continues to grow, we're seeing real opportunities to expand our retail footprint in 2026 and beyond.
How would you describe the current licensing pipeline? Are you focusing on entertainment IP, gaming brands, educational properties or a mix?
It's a mix; entertainment, gaming and educational properties all have a role. We stay tuned into what's culturally relevant for families and shape our decisions around feedback from parents, children, our retailers and licensor partners. The pipeline is stronger than it's ever been. Bluey and Pokémon are just the beginning – we're building across entertainment, gaming and education throughout 2026 and beyond.
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The new Hasbro partnership marks a significant step for Tonieplay. What made Hasbro the right partner to showcase the platform's potential?
It felt like a natural evolution of a strong existing relationship. Hasbro characters have featured on Tonies figurines for younger listeners for some time, and this is the next step: meeting kids as they grow and transforming iconic Hasbro games for Tonieplay. Hasbro and Tonies share the same belief about what matters in family play; that the best play experiences spark fun and confidence in children. Together, we've transformed three of its most beloved board games – Monopoly, Guess Who? and The Game of Life – into interactive, audio-led experiences that honour the originals whilst introducing something genuinely different. It gives kids independence to play these games on their own, while giving parents an option they can feel good about. The Hasbro Tonieplay collection launched in July, and we're expanding availability across key markets through the autumn.
Should licensors think of Tonieplay as an entirely new category rather than an extension of the existing Tonies ecosystem?
It's both. Tonieplay is an entirely new product category that takes Tonies beyond audio into interactive, screen-free games for solo and multiplayer experiences. It combines the joy of gaming with the real developmental benefits of screen-free interaction. Kids use a controller to shape their own stories and adventures. But we've also stayed true to what Tonies is at heart: audio-first storytelling. We're adding a layer of interactive play, not replacing what families already trust and love. Kids can still discover, imagine and explore entirely ears-first. Another value is that Tonieplay extends our relevance beyond our traditional age range, reaching older children and opening up new commercial territory. It's built on the same IP partnerships families know, backed by an audience that already exists. For licensors, that means the best of both worlds: something genuinely novel to showcase but grounded in a trusted platform with a very loyal customer base.
Looking beyond the Hasbro launch later this year, what should retailers and licensing partners be watching for from Tonieplay? Beyond the new launches already mentioned, Peppa Pig and Bluey are worth watching. Peppa already lives in our portfolio and Bluey launched in August – both proof points of how powerful the combination of strong IP and great interactive play can be. The Hasbro collection will continue expanding across key markets through the autumn.
I'm most excited about is what lies ahead. Our families, our retail partners and our licensors have taught us so much over these past years, and there's still so much more we can do together.
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fresh 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, Bubblegum Stuff, Casdon, Charlie Bears, Galt Toys, Hornby, Jura Toys, Marvin's Magic, MGA, Micro Scooters, Rubies & Zimpli Kids
Starmix Plush
Bubblegum Stuff • 0203 4111 636 • www.bubblegumstuff.com
Bubblegum Stuff and Haribo have teamed up on a new squishy launch. Squishy fans and Haribo lovers will be able to get every Starmix variety plus the iconic Happy Cherries in a super squeezable, satisfying palm-sized format. Retailers will get an officially-licensed soft maltose-filled fidget toy that capitalises on the rapidly-growing squishy toy market, especially among Gen Z and the top end of Gen Alpha.
The globally recognisable shape and Haribo branding gives immediate appeal to older fidget and stress toy users, tapping into the sense of nostalgia this iconic brand evokes. Each squishy is designed to the exact specifications of the actual Haribo sweets. The Cola Bottle, Fried Egg, Friendship Ring, Goldbear, Love Heart and Happy Cherries all look like giant versions of their small-sweet equivalents. This meticulous attention to detail and resulting consistency is crucial in delivering a level of quality Haribo customers have come to expect. Each squishy is crafted with a thicker wall that promotes durability, while the maltose filling is safer for young children. The combining textures produce a satisfying squish that’s firm in the first instance, then softer on the finish. A home, office or public transport squeeze that customers will turn to whether they’re stressed out or just relaxing on the sofa. This range is set to drive high impulse conversion during Q4 and year-round for birthdays, Secret Santa, low-cost treats and casual therapeutic aids. The visual impact also allows it to shine on end-caps, gifting tables and counter displays. Haribo’s broad product offering also keeps the door firmly open for additional squishies to be added to the range.
Build-A-Bear Workshop Bunny and Puppy Plush Casdon • 01253 766 411 • uk@casdon.com
Casdon is adding new characters to its Build-A-Bear Workshop range as it enters its third year in the market. Launched in summer 2025, the official Build-A-Bear Workshop licensed range, designed to bring a small-scale version of the in-store experience to life at home, has quickly become one of the brand’s most popular ranges. This year, Casdon is bringing two new characters to the Build-A-Bear Workshop family in the form of a bunny and a puppy. Aimed at children aged 3+, the characters can be hand-stuffed or brought to life with the Casdon Build-A-Bear Workshop Stuffing Station for an even more immersive Build-A-Bear experience. The new characters are sold separately and both come with an adorable outfit, as well as their own heart and birth certificate for children to complete. Soft, cuddly and designed for imaginative play, the new characters as well as the wider Build-A-Bear Workshop range are ideal for storytelling adventures and role play. Supporting children’s imagination, social skills and fine motor skills, the new characters are staying true to the brand’s learning through play ethos. For more information and sales enquiries, please contact Casdon via the details above.
L.O.L. Surprise! Loves Harry Potter
MGA Entertainment • 07488 335 251 • www.mgae.com L.O.L. Surprise! is bringing some magic with the launch of L.O.L. Surprise! Loves Harry Potter, a new collaboration from MGA Entertainment that brings together two iconic brands. Combining L.O.L. Surprise’s signature unboxing style with the charm of the wizarding world, the collectible range invites fans to discover one of six Hogwarts-inspired L.O.L. Surprise! Tots. Featuring Harry Potter, Ron Weasley, Hermione Granger, Draco Malfoy, Luna Lovegood and the ultra-rare translucent Moaning Myrtle, the collection offers plenty of surprises for both young fans and kidult collectors. Priced at £10.99, each mystery ball is packed with seven magical surprises to unbox, including spell-binding accessories, a doll stand and a pair of golden wings that transform the packaging into the iconic Golden Snitch. Designed for children aged 4+, the range combines imaginative play with the thrill of surprise reveals, making it a standout addition to the L.O.L. Surprise! brand. Blending the global appeal of Harry Potter with the much-loved L.O.L. Surprise! unboxing experience, the range is positioned for gifting, collectability and year-round play. L.O.L. Surprise! Loves Harry Potter is set to be a magical collaboration for fans of both brands.
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h
fresh ZipString Aracna
Marvin’s Magic • 01582 849 000 www.marvinsmagic.com magic@marvinsmagic.co.uk tom@marvinsmagic.co.uk Marvin’s Magic has unleashed the latest innovation from the ZipString team, and this one comes with web-slinging potential. The ZipString Aracna is the world’s first retractable web shooter, designed to put more magic into superhero playtime. Kids can fly a looped string through the air at over 35mph, create magical string effects, then release and watch the string instantly retract back into the body of the ZipString. The ZipString Aracna has already picked up three industry awards, including Hero Toy of the Year – Outdoor at London Toy Fair, the Active Play Award at ASTRA Toy Fair in the US, and the Kids Choice Award in Australia. With over 100 tricks to master and multiple interchangeable strings of varying sizes, Zipsters can switch up their performance with colour-changing effects and even glow-in-the-dark strings. Supported by a digital-first marketing strategy, the team at Marvin’s Magic has launched major advertising activity across YouTube and Meta, alongside a comprehensive influencer programme designed to drive awareness and consumer demand. The Aracna has also attracted global superstar Post Malone who shared his own ZipString Aracna experience with his 25m Instagram followers. For retailers looking to make an impact in-store, FSDU display options are available to create a highly visible and engaging ZipString destination. ZipString Aracna joins the established ZipString family, including ZipString Classic and ZipString Luma Glow in the Dark, giving retailers a growing range of innovative products to choose from. With award-winning credentials, eye-catching play, strong social appeal and a marketing programme designed to get consumers talking, ZipString Aracna is ready to swing into action as one of the standout toys of 2026. Stock is limited, so retailers are encouraged to contact the Marvin’s Magic sales team today to secure their allocation.
Bluey Water Magic Collection
Galt Toys • 01614 289 111 • www.galttoys.com salesuk@jumboplay.com Galt is strengthening its pre-school activity portfolio with the launch of two new Bluey Water Magic books, alongside the addition of a Bluey edition of its popular Electro Wonderpen range. Joining the bestselling Water Magic collection are two new themed books, Bluey Adventures and Bluey Celebrations. Each chunky spiral-bound book includes six reusable colouring scenes and a refillable water pen, allowing children to reveal hidden Bluey artwork using only water. As the pages dry, the images disappear, ready to be coloured again and again, delivering repeat play value with no mess. Designed for children aged 3+, the reusable activity books offer a screenfree alternative to creative play and are also suitable for travel and on-the-go entertainment for little ones. Also new is Electro Wonderpen Bluey, an interactive early learning game designed for children aged 4+ featuring 12 large, illustrated activity cards with more than 90 educational challenges. Using the electronic pen, children can complete a variety of engaging activities, including look-and-find games, matching, mazes, similarities and differences, silhouettes and object recognition, alongside Bluey characters. Developed to support early learning through play, Electro Wonderpen helps build observation, concentration and problem-solving skills, while the much-loved Bluey licence adds strong shelf appeal for retailers. Both lines will be available autumn/winter 2026.
Christmas Bath Range
Zimpli Kids • 0845 459 1818 • www.zimplikids.com sales@zimplikids.com Christmas shoppers are always looking for gifts that offer something a little different. Products that encourage creativity, create memorable moments and provide more than just a quick unboxing experience are becoming increasingly popular, giving retailers new opportunities to offer something unique. This festive season, Zimpli Kids is bringing its signature mix of play, creativity and bath-time excitement to Christmas gifting with a range of products designed to delight children. At the heart of the seasonal collection is the brand-new 12 Days of Christmas Advent Calendar, combining the anticipation of a countdown with the joy of discovering a new surprise. Featuring 12 bath surprises, children can enjoy a new reveal each day, making it a great way to add extra excitement in the run-up to Christmas. With its eye-catching packaging and affordable price point, the advent calendar makes an ideal gift option and a strong addition to festive displays. Joining the Christmas range is Zimpli Kids’ popular Baff Buddies range, including the Mama & Baby Otter collection. Bringing together a lovable character and a bath bomb surprise, these playful companions make great Christmas gifts and stocking fillers. Unlike a traditional one-use bath product, the otter can be enjoyed again and again, with refill bath bombs available to continue the experience. This gives children a character they can keep playing with while offering retailers an opportunity for repeat purchases throughout the year. The Mama & Baby Otter range is also designed to support relaxing evening routines. Infused with a calming lavender scent, this range helps little one’s wind down before bedtime. Combining gentle play with a soothing bath experience, the characters bring comfort and companionship to a child’s daily routine. Baff Potions gives young creators everything they need to mix, experiment and discover, encouraging imaginative play, curiosity and hands on learning while transforming bath time into magical, colourful fun. From advent calendars and stocking fillers to character-led gifts and creative activities, Zimpli Kids offers retailers a versatile selection for the Christmas season. By combining imaginative play and sensory appeal with products that enhance familiar everyday moments, the brand creates experiences children enjoy and parents feel excited to buy and gift. The result is a distinctive, commercially compelling range with strong shelf appeal and lasting retailer value.
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N O I S S I M O R E H YOUR E R E H S ST A R T
Explore cross-category licensing opportunities and visit us at the BLE booth #E160. Contact us: licensing@outfit7.com
fresh
Licensed Costume Ranges
Rubies • 01491 826O500 www.rubiesuk.com • customerservices@rubiesuk.com Rubies new Paw Patrol: Dino Movie collection is brand new this summer. The Rubies collection features new Marshall costumes and introduces new characters to the range, Rex and Rhubarb. A new dog on the scene, Rex is a loveable pup full of bright ideas who loves to explore new places. The costume features a printed jumpsuit, a hat with padded puppy ears and felt wheels on the legs just like Rex. Another latest member, Rhubarb, is a loveable baby T-rex. The costume features red character detailing, with printed spine markings, a detachable tail and matching character headpiece. The new Paw Patrol: Dino Movie range is available to order now. Rubies’ new costume collection from the Netflix show One Piece has captured the hearts of fans as they transform into unique and diverse characters. Ideal for Halloween, the range includes Monkey D. Luffy with his iconic hat, and Nami, in her striped dress with bold orange wig. Completing the collection is Buggy the Clown with his signature pirate clown look, and Tony Tony Chopper featuring a fur print jumpsuit and character top hat with horns.
Micro x Porsche GT3 RS Edition Micro Scooters • 01206 381 334 www.micro-scooters.co.uk tradeorders@micro-scooters.co.uk
Micro Scooters has teamed up with Porsche to create the Micro x Porsche GT3 RS Edition, a threeproduct range that brings genuine automotive design into the scooter aisle for the first time. The collection covers three life stages. The Micro Smart Balance Bike Porsche Edition is designed for children aged 18 months and over, the Mini Micro Deluxe LED Porsche Edition is for ages 2 to 5 and the Micro Kickboard Deluxe LED Porsche Edition is for those aged 8 through to adult. Every product takes its design cues from the Porsche 911 GT3 RS, right down to the paint codes: Green Metallic, Speed Yellow and Stone Grey Metallic. These are Porsche's actual colours but on a scooter. The Smart Balance Bike features MyStopy wireless brake assist, letting parents activate the brake remotely from up to 100 metres away. Across the range, GT3 RS logos light up using motion power alone. No batteries, no charging. The Mini Micro keeps Micro's patented lean-to-steer system, with every product adjusting to grow with the rider, and the Kickboard stretching the collection's reach well past the usual children's market into adult riders. This isn't a premium badge slapped on a standard scooter. It's a collaboration with enough substance, and enough Porsche, to justify a trade-up conversation, a stronger window display and a gifting narrative that goes beyond Christmas lists. It should pull in Porsche fans and design-led adult buyers who've never considered the scooter aisle, while keeping the durability and developmental credentials that built Micro's name over 25 years.
As we look forward to the release of Avengers: Doomsday in Q4, Rubies’ new costume collection for children and adults launches this September. Dr. Doom will seek revenge on those who wronged him to dominate the world. The character costumes feature printed character accurate jumpsuits, coordinating capes and Dr Doom’s mask. Completing the collection is Cyclops, Beast, Gambit and Thor. With exciting new licensed ranges and spooky generic costumes, Rubies has countless options for all the family, for Halloween and beyond.
VarioCar Series
Bruder • +49 911 752 090 • www.bruder.de • info@bruder.de Versatile municipal service vehicles have become an essential part of maintaining towns and cities throughout the year. Compact and highly manoeuvrable, they support a wide range of tasks, from winter road maintenance to irrigating public green spaces. From late summer 2026, Bruder is bringing these real-life all-rounders to its 1:16-scale portfolio with the introduction of the new VarioCar series for children aged 4+. The range comprises four models: VarioCar Winter Service, VarioCar Street Sweeper, VarioCar Green Area Irrigation and VarioCar Traffic Safety. Each vehicle represents a different municipal application and features realistic working functions. The VarioCar Green Area Irrigation includes a fillable water tank with a working pump and an adjustable sprinkler arm, while the VarioCar Street Sweeper features rotating brushes and a tilting waste container. The VarioCar Winter Service is equipped with a fully functional snow plough and grit spreader, and the VarioCar Traffic Safety comes with a trailer carrying traffic lights, warning barriers and road signs for roadwork scenarios. All four models feature articulated steering for excellent manoeuvrability and are compatible with one another as well as with Bruder's existing municipal vehicle range. The Traffic Safety Set, featuring traffic light accessories, will also be available separately, expanding play opportunities across Bruder's construction and municipal range. Select VarioCar models will be available individually from late summer/autumn 2026.
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fresh
Janod and Kaloo Christmas Ranges
Juratoys • 01384 286 860 • www.janod.com • sales@juratoys.co.uk This Christmas, Janod is bringing the magic of traditional toys back under the tree, with a collection of timeless wooden favourites designed to inspire imaginative play and create memories that last. Leading the festive line-up is a brand-new wooden dolls house, fully furnished and complete with people, giving little ones everything they need to start playing straight away. From family life and make-believe to creating their very own stories, it’s a beautiful setting for endless adventures. For younger children, Janod’s wooden rocking horse brings a touch of classic Christmas charm in soft, neutral tones. Designed to look at home in any nursery or playroom, it’s a timeless gift that can become a treasured part of childhood. And for budding musicians, Janod’s wooden piano is sure to make an impression. Finished in a distinctive Janod red, this piece combines classic toy appeal with the joy of discovering music and creating their very own tunes. For those looking for a special gift for little ones, Kaloo’s dolls are ideal for creating magical Christmas memories. Beautifully soft, characterful and designed to be cherished, Kaloo dolls make wonderful companions that children can love and treasure for years to come. New for 2026, Daphne has already made a big impression during the first half of the year. With her angel-inspired look, soft features and delicate styling, Daphne is set to be one of Kaloo’s standout gifts this Christmas. Alongside Daphne, Kaloo’s collection of classic dolls continues to offer something for every little personality. Each doll arrives presented in its own gift box, making them ready to place straight beneath the Christmas tree and creating that extra-special unboxing moment. For more information on Janod and Kaloo, and to benefit from Juratoys’ Christmas offers, get in touch via the details above.
Highland Cow Plush
Charlie Bears • 01566 777 092 uk-sales@charliebears.com When it comes to children's toys, trends often begin with the animals and characters that capture young imaginations. Right now, one character is leading the herd, the Highland Cow. Its popularity has exploded across social media, giftware and home décor, making it a natural choice for retailers looking to tap into a trend that's showing no signs of slowing down. As the one of the UK's most loved collectible bear brand, Charlie Bears has spent more than 20 years creating handmade bears with personalities. Through its children's brands, Cuddle Cubs by Charlie Bears and Bear & Me by Charlie Bears, that same passion for beautifully designed characters is inspiring a new generation of young bear lovers. For retailers looking for an affordable plush solution, Cuddle Cubs by Charlie Bears offers the ideal impulse purchase. Its adorable Highland Cow is suitable from birth, machine washable and available at pocket-money prices, making it an ideal addition to garden centres, farm shops, tourist attractions, gift shops and destination retailers. Small enough to pop into a bag yet big enough to become a treasured companion, it's the ideal take-home treat. Meanwhile, Bear & Me by Charlie Bears welcomes a new arrival with Henry Highland Cow. Soft, cuddly and ready for every adventure, Henry is suitable from birth and machine washable. Affordably priced and made to become a lifelong friend, Henry joins a growing cast of lovable characters, including new additions to the Safari Collection such as Polly Panther, Loki Lynx, Sid Sloth and Leo Lion, alongside many more charming companions across the range.
Create & Connect Starter Pack Hornby Railway • tradesales@hornby.com
Growing demand for creative, hands-on hobbies has inspired Hornby's latest product launch, with the company unveiling its new Create & Connect Starter Pack – an all-in-one introduction to the world of model railways designed specifically for newcomers. The new pack has been launched following consumer research commissioned by Hornby, which found that 88% of parents and grandparents would like to pass on a hobby they enjoyed as a child to the next generation. The study also revealed that 85% believe screens have replaced the hands-on hobbies children once loved, while 82% feel society has forgotten the value of creative, practical pastimes. The findings highlighted a growing appetite for activities that encourage creativity, imagination and family connection, while making it clear that many consumers are looking for accessible ways to get started. Create & Connect has been designed to meet that demand, providing everything needed to begin building not just a model railway, but an entire miniature world. Unlike a traditional train set, Create & Connect goes beyond simply running trains. The comprehensive pack includes a Hornby train set, two building extension packs, scenic accessories, figures, trees, fencing, ballast, scatter materials, static grass, track pins and the latest Hornby catalogue, enabling users to lay track, create landscapes, add realistic detail and develop their layout over time. Designed to remove the barriers often associated with entering the hobby, the pack offers an easy first step for those discovering modelling, as well as adults returning to a pastime they enjoyed growing up. It also provides a strong platform for future purchases as hobbyists expand their layouts with additional locomotives, rolling stock, track and scenery. The launch forms part of Hornby's wider strategy to make modelling more accessible to a new generation of hobbyists. Previous research commissioned by the company found that 93% of UK adults have an active hobby and that hobbies contribute positively to wellbeing, happiness and stress reduction, reinforcing the growing consumer appetite for products that encourage creativity away from screens.
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AVENGERS: DOOMSDAY DRESS-UP AVAILABLE NOW © 2026 MARVEL
Feature
LA Fall Preview
California here we come Publisher John Baulch looks ahead to this month’s LA Toy Preview event.
F
or the past few years, an increasing number of people from the global toy community have chosen to head to California for the September LA Previews. With the role of the January Hong Kong Toys & Games Fair changing significantly, from an international hub to a more localised audience focused on the Asian market, and the sad demise of Distoy, LA has emerged as the destination of choice to start a dialogue with retailers and distributors for the following year’s festive season. From its early days as an invitation-only event driven predominantly by Mattel, LA has now become an allencompassing trip that lasts for up to six weeks for some American toy companies. While it still has a core focus around the US market, with separate weeks dedicated to the likes of Walmart and Target, there are now two key weeks when the wider trade participates – starting with the US community w/c 14th September, followed by a more international focused crowd the following week. As preparations begin for this year’s September LA Previews, Toy World caught up with Jonathan Busher, who played a huge role in helping to shape the evolution of the LA Toy District and the growth of the industry’s presence in El Segundo. Jonathan takes up the story: “In September 2022, while awaiting a delayed flight out of LAX back to London, I came up with the idea to create a new hub for the global toy industry centred around the 1960 Building in El Segundo. The international distributor community was without a home after the changes to Hong Kong’s long-established role as a global toy-industry meeting point, so together with John Ollen (Newmark Commercial Real Estate Services), we came up with a plan that allowed companies to rent space in the building in April 2023 and then again in September 2023. More and more companies came on board, to the
extent that there was a big demand for permanent leases. In October 2023, following the success of the previews that September, I wrote to the Toy Association’s Geoffrey Greenberg and Andy Keimach, inviting them to take a look at what was happening in El Segundo. I am grateful that they decided to participate for the long term and here we are three years and many thousands of emails later. We now have an incredible array of the industry's bestknown manufacturers, their agents and their distributors, all with a permanent base in one of the four toy buildings. The Toy District is here to stay, and I could not have imagined the size it has become. Thank you to everyone that has helped along this journey.” The 1960 Building is currently home to 89 occupied permanent showrooms, while The Toy Association Building houses 84 permanent showroom tenants. In addition, many toy companies take temporary space at the nearby Spaces building, while numerous major toy companies are headquartered in El Segundo or nearby locations, including Mattel, MGA, Spin Master, Jazwares, Moose, Zuru, Jakks and many others. Created to support all El Segundo Toy District locations, the ToyPreviews.LA website has evolved into a year-round digital platform, enabling buyers, retailers, distributors and visitors to discover exhibitors, explore products, connect with brands and plan more productive showroom visits before travelling to Los Angeles. September 2026 will see the launch of the Digital Exhibitor Showcase – a new resource bringing together exhibitors from all four LA Preview destinations in one easy-to-use guide. The Showcase will help retailers, distributors and buying teams discover new brands, explore products and schedule meetings before the Preview events begin. Another parallel development that has sprung from the LA scene is the creation of the International Toy Board
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Foundation, which seeks to provide an independent voice for international toy businesses. As Chair of the Foundation, Jonathan Busher states that the focus is on supporting the next generation of toy industry professionals through collaboration, education and international partnerships. “Products matter – but people matter more. That's why we are passionate about the International Toy Board Foundation. By sharing knowledge, encouraging collaboration and investing in future talent, we can help ensure our industry continues to thrive for generations to come.” Visitors attending the LA Previews are invited to learn more about the International Toy Board Foundation at its official Launch Party during the September Previews and hear from speakers Patrick Bowman and Nick Galletti. Patrick's career includes leadership roles at Walmart, Phatmojo, Amazon and Anderson News, while Nick has almost 20 years' experience buying for major retailers including Dollar General, Dollar Tree, Target and Sears/ Kmart. Of course, as LA grows and more suppliers choose to exhibit, the challenge for buyers is how best to use their time. Only a few years ago, many major retailers would allocate a day (or at least a half day) to six or seven leading toy companies – but now they have hundreds of suppliers to choose from and are probably only staying for the same duration as before. It will be interesting to see how this equation pans out long-term, and whether LA will continue to expand in years to come. I guess if you use Hong Kong as a comparison, a huge number of showrooms were occupied by suppliers during the January trip, giving visiting buyers an exhaustive choice of products to choose from. If LA can attract a growing number of retail visitors from across the world, suppliers will undoubtedly continue to view it as a valuable opportunity to start the ball rolling on conversations with their key partners for the following year.
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Educa Borras www.educaborras.com | international@educaborras.com Suite 350, 1960 E. Grand Avenue, El Segundo, 90245 For the third consecutive year, Educa Borras is proud to welcome customers and partners to its Los Angeles showroom, reinforcing its long-term commitment to international markets. This year, Educa will be showcasing its latest collections across more than 100 square meters of exhibition space, creating an inspiring environment where visitors can experience the breadth of its brands firsthand. Representing both Educa Borrás and FDJNinco, the showroom brings together the newest puzzles, games, educational products and toys, while also introducing exciting new brands and product lines inspired by some of today’s fastest-growing and most influential market trends. From innovative play concepts to fresh additions across key categories, the 2026 collection has been carefully developed to respond to evolving consumer preferences and provide retailers with products that combine creativity, quality and strong commercial potential. Visitors will have the opportunity to discover a broad portfolio that includes Educa’s established bestselling ranges alongside important new launches, offering solutions for a wide variety of retail channels and consumer profiles. The showroom also provides the ideal setting to discuss upcoming opportunities, explore future developments and strengthen long-term partnerships with distributors and retailers from across the region. As Educa’s presence in Los Angeles continues to grow, so does the positive response from customers throughout the market. Returning for a third consecutive year reflects the importance of this event within Educa’s international strategy and reinforces its commitment to delivering innovative products, excellent service and longlasting business relationships. Educa looks forward to welcoming both existing and prospective partners to its showroom, where the international team will be available throughout the show to present the latest collections, introduce the newest brands and concepts, and explore new opportunities for collaboration.
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Jo in pr us Su e ite fro vi in th 87 m ew e n 1 t 0 - 1 4th he ew 96 – ne LA 2 w 0 on 5th 20 Sho G Se 27 wr ra p o nd tem Ran om g -E b e l S er s eg un do to
HOVERBOARD
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UK: 8 Wentworth Road, Heathfield Ind.Est, Newton Abbot, Devon, TQ12 6TL HK: 409-410 4th Floor, New East Ocean Centre, 9 Science Museum Rd, Tsim Sha Tsui East, Hong Kong LA: Suite 870, 1960 East Grand Avenue, El Segundo To book an appointment or see one of our Showrooms:
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LA Fall Preview Brainstorm 01200 445 113 | www.brainstormltd.co.uk | sales@brainstormltd.co.uk Suite 810, 1960 E. Grand Avenue, El Segundo, 90245 Brainstorm will unveil its exciting new product launches for 2027 at the LA Fall Previews. Building on the success of its hugely popular STEM Brainstorm Kits, this latest collection features even more hands-on activities, engaging educational content and easy-to-follow tutorials to guide users through every experiment. Children will carry out exciting chemistry experiments, uncover the magic of crystal growth and create sparkling crystals right at home with the Curious Crystal Growing kit. They’ll even be able to explore the two real stones with the magnifier provided. Once their crystals are ready, they can proudly display their shiny creations. Erupting Volcano will unleash children’s inner volcanologist. Realistic red lava oozes down the volcano provided and snow pours in a frosty avalanche. Users can grow their own crystallised lava rocks and discover fascinating real rocks included in the kit. Children will also see physics in action with Basketball Fun and Fantastic Flyer. These separate beginner-friendly DIY science kits introduce simple physics through interactive learning. User will build the circuits and practice their shooting skills or watch the disc fly up to one metre (3.3 ft) in the air, all while exploring how motion and force work. There’s also a multipurpose base for expanded play between sets. The Original Glowstars Company has brought wall décor to kids' bedrooms for more than 30 years. Glow Stars and Planet Marbles combine playtime with decorative appeal, making them a fun addition to any room. Children will enjoy hours of glowing fun with planet-inspired marbles and decorative stars. They are ideal pocket money items. Glow Putty Planets brings sensory fun by day and glowing cosmic play by night. Children can mix eco glitter accessories into the planet-themed putty by squishing, stretching and charging it up to create their own glowing night sky. The set includes six vibrant colours and three eco glitter accessory packs. The 86-hole Outdoor Adventure Bubble Blaster produces hundreds of bubbles in seconds and features impressive colour-changing lights. It's guaranteed to provide hours of fun for any occasion. Blowing into the Outdoor Adventure Nature Caller horn uncovers 33 different sound effects, including realistic nature-inspired calls. Its lightweight, portable design makes it easy to take on adventures. Children will develop breath control and coordination while exploring a world of sound discovery.
Spider Global info@toypreviews.la Suite 630 & 810, 1960 E. Grand Avenue, El Segundo, 90245 Over the last seven years, Spider Global has helped toy brands expand internationally by connecting them with trusted distributors, retailers and strategic partners around the world. Created to support all El Segundo Toy District locations, ToyPreviews.LA has rapidly evolved into the industry's year-round digital platform, enabling buyers, retailers, distributors and visitors to discover exhibitors, explore products, connect with brands and plan more productive showroom visits before travelling to Los Angeles. The strength of the LA Previews is reflected across tenancies, with the 1960 Building currently home to 89 occupied permanent showrooms and The Toy Association Building home to 84 permanent showroom tenants. This high level of occupancy demonstrates the continued confidence exhibitors place in the LA Preview events and reinforces the position as the emerging key destination for the global toy industry. That momentum is reflected online too. Over the past year, ToyPreviews.LA has generated more than 305,000 user interactions, 124,000 annual page views and 40,000+ exhibitor directory views. The 26% year-on-year growth demonstrates active user engagement well before Preview week begins. As the toy industry increasingly embraces a digital-first approach, ToyPreviews.LA has ambitious plans to further innovate, enhance and elevate the industry's digital presence, helping exhibitors connect with the global toy community before the doors to the LA Previews even open. Building on the success of ToyPreviews.LA to date, September 2026 will see the launch of the Digital Exhibitor Showcase, a new resource bringing together exhibitors from all four LA Preview destinations in one easy-to-use guide. Designed to increase exhibitor visibility and make planning more efficient, the Showcase will help retailers, distributors and buying teams discover new brands, explore products and schedule meetings well before the Preview events begin. The Digital Exhibitor Showcase reflects ToyPreviews.LA's digital-first, relationship-driven approach. Technology starts the conversation, enabling buyers to discover brands and plan their visit online, while the ultimate goal remains the same: creating meaningful face-to-face meetings, building long-term partnerships and helping great products reach the right markets. For exhibiting, advertising or promotional opportunities on ToyPreviews.LA, get in touch via the email above.
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Following on from Minions comes Universal Monsters Mystery Eggs. 12 spooky characters to collect including 2 rares: Silver Shell Frankenstein and Gold Shell Mummy. The ultimate prize is the ultra rare Dracula in a blood red glitter shell.
LA Fall Preview
Character Options 01616 339 800 | www.character-online.com sales@charactergroup.plc.uk Suite 850, 1960 E. Grand Avenue, El Segundo, 90245 Character Options’ returns to LA in 2026 as its showroom doors open to retailers and distribution partners from across the globe Not to be missed will be Giftie Badge Maker. This innovation allows kids to design and make fun, colourful, quality button badges to accessorise their bags, jackets and more. Already launched in the UK and some European territories, it has a play pattern that translates and appeals to a global market. The next innovation for the Giftie range will also be unveiled – The Giftie Bracelet Maker. With this fun new line, kids can create customised square picture beads of any design using the Giftie App. Threading these with other the giftie beads provided will create a unique accessory that kids can wear themselves or gift to friends and family. Completely new and ready to unveil in LA will be a brand-new look for the ChillFactor brand. This Character IP has been going strong for almost a decade but in 2027, the ChillFactor cup will have a complete aesthetic upgrade. Despite the upgrade, the premise remains and the core technology is unchanged, meaning the experience customers love is still the same. ChillFactor has proven sales and this reimagined cup will have wider appeal, adding to global sales opportunities. Launched this year, the MagMiMi brand has taken the collectiblewearable market by storm and visitors to the Character Options showroom will be treated to a display of all that’s coming for spring 2027. Licensing lead MagMiMi characters are underway for Series 2, featuring all the top properties of the coming year. On top of this is a new variety – MagMinis. This new mini edition is an articulated version that can be posed into collectible displays. Generic, themed and licensed series are all in the line-up, ensuring MagMiMi remains a collectible brand to invest right now.
Wilton Bradley 01626 835 400 | www.wiltonbradley.com Suite 870, 1960 E. Grand Avenue, El Segundo, 90245 This September, Wilton Bradley is opening the doors to its Los Angeles showroom and inviting customers, partners and industry friends to join the team from 14th–25th September. The showroom offers an ideal opportunity to explore Wilton Bradley’s latest product launches, discover exciting developments across its growing brand portfolio and meet the team behind the products. Visitors will be able to see new introductions from Xootz, Toyrific and more, including Play Tray within the Toyrific range, as well as products from Snootz. Wilton Bradley is proud to be the UK’s No.1 manufacturer year-to-date in Outdoor Toys by value, as well as the UK’s No.1 manufacturer year-to-date in Water and Sand Toys (Circana, YTD June 2026). These achievements reflect the strength of its ranges and its commitment to creating exciting, accessible products with lasting appeal for children, families and retailers. Designed to encourage active, imaginative and engaging play, these new ranges bring together fresh ideas, strong retail potential and plenty of opportunities for the year ahead. Whether visitors to the showroom as searching for their next best-selling line, planning future ranges or simply keen to see what’s new, the Wilton Bradley team will be on hand to guide them through the collection and share the stories behind each brand. Xootz continues to inspire children to get moving with its fun and energetic selection of wheeled and outdoor toys. Toyrific offers a broad choice of accessible and entertaining products across a variety of play patterns, including Play Tray, which brings creativity and versatility to playtime. Visitors will also have the chance to discover Snootz, alongside further new products and developments from across Wilton Bradley’s portfolio. There’s no substitute for seeing products in person. A visit to the LA showroom gives buyers the chance to experience the quality, features and play value of each item first-hand, while discussing the latest trends, opportunities and plans with the knowledgeable team. More than a product preview, the event is a chance to reconnect, exchange ideas and explore how Wilton Bradley’s brands can support any business. The team looks forward to learning more about visitors’ needs and helping them identify products that will excite children, appeal to families and stand out at retail. To arrange a visit, contact the team to book an appointment.
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LA Fall Preview
Scalextric Motorsports 01843 233 500 www.uk.scalextric.com sales@hornby.com Suite 1024, The Toy Building, 101 Continental Boulevard, El Segundo, 90245
This year’s LA Fall Preview marks an exciting new chapter for Scalextric Motorsports, giving retail partners the first opportunity to discover the brand’s future direction following its recent acquisition. Now familyowned and operated, the business is led by a team of hands-on operators with deep experience in brandbuilding and the global toy industry and a long-term commitment to one of the world’s most recognisable names. At the heart of this new chapter is a clear vision: to establish Scalextric Motorsports as the lifelong brand for automotive enthusiasts creating products and experiences that bring families and friends together through fun, learning and friendly competition, from a child’s first set to the passionate collector. LA is where the brand will begin sharing that vision, introducing the strategy that will shape the business in the years ahead and offering an early insight into what’s next. The ambition is to build on the rich heritage of Scalextric while inspiring future generations of fans. That means broadening the brand’s appeal beyond its traditional slot car offering into carefully considered new product categories, extending Scalextric Motorsports across the full journey of automotive passion and introducing it to new audiences while continuing to delight the enthusiasts and collectors who have supported it for generations. Central to the strategy is collaboration. Scalextric Motorsports believes the best ideas come from working in partnership, and is committed to building strong, long-term relationships with retailers, distributors and suppliers to deliver sustainable, mutually successful growth. At LA, the priority is to meet retailers, to understand the market and shape plans around what its customers and their consumers really want. This philosophy is underpinned by a culture of trust, integrity and teamwork, and a determination to do business in the right way. Visitors to the Scalextric Motorsports suite will receive an exclusive preview of the brand’s future roadmap, including an early look at how the portfolio will expand. While much remains under wraps for now, the team will share how a diversified, category-broadening strategy will grow Scalextric Motorsports well beyond its origins securing its place as a lifelong brand for the next generation of fans.
Come see what’s
BUBBLIN’
at Game On! International — Showroom, By Appointment Only 1960 E Grand Ave, Suite #600, El Segundo, CA · Contact: sales@gameonintl.com
LA Fall Preview Hunter Price info-usa@hunterprice.com Suite 1185, 1960 E Grand Avenue, El Segundo, 90245 Hunter Price International is heading to the LA Fall Toy Previews with its biggest US showcase yet, bringing a major pipeline of new product development across its own brands and growing licensed portfolio. Key focuses will include the continued expansion of Toy Mania and its family of sensory and impulse-play brands, including the newly refreshed Sensory ToyBox, alongside Squish & Squiggle, Taba, Oozey Goozey and 3D Labs. Licensing will also be firmly in the spotlight, with Fuggler and Crayola as key focuses for the US market, alongside a first look at some of the innovation and opportunities shaping Hunter Price’s 2027 plans. The LA showcase will also demonstrate the breadth of what makes Hunter Price different, combining trend insight, speed to market and award-winning product development across toys, stationery, creative play and accessories. From rapid Print to Play 3D development to trend-led licensed collections and fast-moving impulse concepts, the focus is on bringing US retailers fresh, commercially relevant opportunities, backed by the scale, compliance and manufacturing infrastructure of a global business. The Hunter Price team will be in LA from Sunday 13th to Friday 18th September, meeting existing and new retail partners and showcasing its latest ranges, NPD and licensing opportunities. To arrange an appointment or find out more, get in touch via the details above.
Learning Resources salessupportuk@learningresources.com Suite 220, 19700 S. Vermont Avenue, Torrance, 90502 Learning Resources is looking forward to attending to the LA Previews, where visitors will have the opportunity to discover a mix of new product launches and proven best-sellers from across its awardwinning portfolio. At this year's event, the team will be showcasing a wide range of educational toys designed to inspire hands-on learning through play. Retailers can explore the latest innovations from Learning Resources, Educational Insights and Hand2mind, alongside category-leading favourites that continue to perform strongly at retail. A key focus will be the ever-growing Numberblocks range, inspired by the hit BBC children's series. Following continued success in the UK and international markets, the collection offers engaging ways for children to develop early maths skills through play, with products spanning collectibles, games, activity sets and educational toys. Visitors will also be among the first to see selected upcoming launches and learn more about the exciting plans for the brand. The Learning Resources team will be available throughout the LA Previews to discuss product ranges, retail opportunities and upcoming marketing support. Whether visitors are looking to discover the next best-selling pre-school line or expand their educational toy offering, the team would be delighted to meet. Visitors interested in arranging an appointment are encouraged to contact the Learning Resources sales team by email in advance to schedule a meeting during the show.
Game On! International sales@gameonintl.com Suite 600, 1960 E. Grand Avenue, El Segundo, 90245 Visitors to Game On! International's new showroom in LA will be met by a floor-to-ceiling swirl of colour and translucent bubbles, each one carrying the logo of a manufacturer or brand the company represents around the world. It's playful by design, and it's also a map: multiple manufacturer partners and more than sixty brands, all bubbling out of one engine. Game On! International is a distribution solutions company built on a simple promise: go global like a local. The firm's mission is to maximize sales, mitigate risk and develop international business capabilities for manufacturers, inventors and licensors, backed by decades of global network experience and market knowledge rooted in integrity, sensitivity and respect. With a team operating in 22 languages across nearly 100 countries, Game On! places regional specialists on the ground in the UK, Ireland, Europe, East Europe, Africa, Asia Pacific, the Middle East and the Americas taking what's working ‘here’ and finding all the places it can work ‘there’. Game On! International is committed to helping companies figure out how to best expand their footprint internationally, for whatever markets qualify as international to them. Its understanding of the global distribution network is both vast and nuanced, as each local approach requires distinct knowledge. That knowledge comes wrapped in modern tools including a closed online portal for on demand access to all sales materials and assets, while a proprietary software suite handles sales analytics, forecasting and scheduling with transparency at every step of the cycle. Its portfolio spans some of the industry's most exciting names from existing super brands to new up and comers. The Game On showroom is open now, by appointment only. To schedule a visit, get in touch via the details above.
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Feature
Playground Crazes & Pocket Money Collectibles
Crazes with personality
MGA
As children head back to school, playground crazes and pocket money collectibles will once again come to the fore, presenting a major opportunity for retailers to drive footfall and sales in a category which has been on fire all year. Toy World’s Anna Whyte caught up with a selection of retailers and leading suppliers to discuss the latest trends and potential that the category offers.
A
s the toy industry enters the all-important run-up to Christmas, pocket money collectibles offer retailers low-cost stock that inspires impulse purchases from parents searching for affordable stocking fillers, while collectability encourages repeat visits from children looking to build their collections. Meanwhile, social media trends continue to help determine which toys become the next craze, inspiring kids to search for products that can be collected, fidgeted with and swapped with their friends on the playground. Looking at the August Circana data, collectibles across the total toy market continue to enjoy strong growth, accounting for more than one in every five toys purchased. Explorative Toys saw a growth from 6% to 8%, which was largely driven by collectible products like Mini Brands, Miniverse and Clickeez. Blind bags, micro sizing, sensory and squishy products continue to dominate the category. As children head back to school they are searching for products that can help to showcase their personality to their peers. “Self-expression through collecting is definitely one of the biggest trends we're seeing,” says Will Collinson, General Manager at Zuru UK. “From minis and keychains to bag charms and blind box collectibles, kids are looking for toys they can personalise, wear, swap and share with their friends.”
The keychains, key rings and bag charms trend recently expanded to include arts & crafts, action figures & dolls. Click’s new range of premium stickers, StyleStix, which can be added to clothes, bags, trainers and water bottles, offers a collectible item which allows kids to express their creativity and share with their friends on the playground. Meanwhile, Simba Smoby’s Disney YuYus come with practical carabiner clip attached, making it easy for children to clip the charm to school bags , backpacks or keys. Smoby’s Disney YuYus also highlight another factor within the playground crazes category, which is the role that licensed products play. “Successful licensed partnerships offer strong opportunities for growth within the category, given their market dominance and the growing trend of nostalgia and collectible toys,” says Michelle Lilley, Managing Director at MGA Entertainment, UK and Ireland. “It’s a great way to tap into existing fandoms too.” Offering products with licences means companies provide parents and older siblings with nostalgic products that they can share with younger ones in the family, as a spokesperson from PMI highlights: “A known name gives a product instant recognition and trust. People tend to gravitate toward characters and worlds they already love, which makes licensed lines easier to sell and easier for fans to get excited about.” Will Collinson concurs: “Combining great licences with
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winning concepts simply gives us another way to appeal to different types of collectors.” The sense of nostalgia offered by licensed products also means that the collectibles category can cover a very broad age range. David Mordecai, CEO of One For Fun, says 5–9-year-olds remain the core audience for his company as this age range is heavily by influenced social media trends. However, both Will and PMI point out that, while younger children remain a core audience, social media unboxing trends mixed with this feeling of nostalgia has led to more older children and teens engaging with products in the playground crazes and pocket money collectibles category. At the half year mark, the strongest growth across all price points came in the under £10 range which was up +23%, accounting for 30% of value sales and two-thirds of the volume sales. This growth was driven heavily by collectible properties such as the Panini FIFA World Cup stickers with the top selling item in the UK Toy Market being the FIFA World Cup 2026 Multipack, offering an ASP under £10. Meanwhile, Head of Brand at KTL, Tegan Vowden, underlines the importance of leading social media trends in driving sales growth. “While licensing certainly has a place, it's not currently the main driver of purchasing decisions in this category,” she said. “Social media is one of the biggest drivers of this category. Platforms such as TikTok and YouTube Shorts can turn products into overnight sensations, with unboxing videos, trading
Feature KTL
Playground Crazes & Pocket Money Collectibles
content and creator recommendations fuelling demand.”
Blind bags and mystery boxes continue to garner immense popularity, and social media videos remain vital in pushing this trend. Leading suppliers within the toy industry agree that the sense of surprise provided by blind boxes is important for playground crazes. Jack Fox, Sales and Marketing Director at Rubber Road says: “The excitement of Blind Boxes/Bags, showing what you have found and collected, is popular playground chat, as are the movies they’ve seen in the holidays.” Rubber Road has moved into the blind box sector this summer with Mystery Eggs. The range showcases its licences with a Minions collection, featuring 12 characters to collect as well as a rare Golden Gru, giving children plenty of reason to return to store to build their collection, as well as engage in the search for rare characters. The role of social media within this category has led to some companies focusing their marketing strategies on online videos. Will points out that, to recreate the moment of discovery in store, Zuru has installed demo boxes for its latest blind box range, Starbox, which it’s backing with a full content push across its own social channels, working with creators to generate authentic unboxing moments. Similarly, PMI is supporting its launches with a mix of organic social media, paid influencer campaigns, PR, digital advertising, retailer marketing programs, experiential activations and content creators. “A great unboxing, reveal, or trick video can turn a product into a must-have. We amplify these moments through our own social channels while partnering closely with retailers on newsletters, digital media, online storefronts and in-store activations to ensure strong visibility both online and at the point of purchase,” the company said. “By combining retail
execution with digital engagement and influencer advocacy, every new range launches with a genuine cultural moment, not just a shelf presence.” Mini collectible figures are also popular in this category, providing children with micro alternatives of their favourite collectible toys that can be easily stored inside school bags to show or swap with their friends on the playground. They also offer another way for children to express their personalities amongst their peers. Michelle commented on this when reflecting on some of MGA’s latest releases: “We’re seeing this shift reflected in the success of Hyojo, which taps into consumers’ desire to curate collections that feel personal and expressive. We see children choosing pieces that reflect their personalities, beyond simply collecting, blending collectability, customisation and social interaction, driving the next generation of playground trends.”
One For Fun’s Scrunchems Dumplings as one of his favourites amongst the company’s launches this year. Tegan from KTL also agrees that squishy trading is set to be the standout craze this year, emphasising the company’s new Squishy Nuggies, combining blind box collecting with the popularity of foodie-inspired sensory toys. DKB’s Fluffmellies are squishies inspired by foods like toast and pancakes which also offer a plush style appeal, whilst 3D Studio Gifts’s new Clicklets feature food-inspired designs with a click mechanism making them ideal fidget toys. Certain squishy releases also play into this year’s theme of self-expression. House of L’s On the Go offers a fruity scented slime tube with a character keyring, matching mirror and collector card all in one pack. Similarly, Craze toys combine glamour and slime with Glime which involves slime enhanced with various toppings for a more creative, sensory experience.
Within this theme of self-expression, Jakks Pacific’s new range, Ring Queens, offers children a chance to style their nails to match their Queen dolls and wear the dolls as rings. Just Play’s Happy Haul Good Luck Trolls Vinyl Plush Clip-Ons present a retro option allowing children to attach the Troll Dolls from the 80s to their bags. Meanwhile, Lego is also offering mini collectibles with its new Lego Minifigures Shrek Series, which comes in the popular blind box format. Children can search for their favourite Shrek characters including Shrek, Fiona and Donkey, to play and trade with friends.
As the toy industry enters the lead up to Christmas, the playground craze and pocket money collectibles category offers plenty of potential. Jack says the Christmas period presents an opportunity to keep the spotlight on the category as parents and consumers search for products at accessible price points: “With people looking for gifts for stocking fillers, Secret Santa and under certain price points, smaller toys, like our Tubbz collectibles are ideal.”
Currently, some of the most popular and enduring crazes within this category, also driven largely by social media videos, are sensory, fidget and squishy toys. On TikTok #squishy has accumulated 2.1m posts, while #fidgets has 2.4m posts. The craze has been benefitting toy companies and retailers alike. Speaking to Toy World in August Paul Carpenter of Totally Toys in Bristol said the squishy craze has pushed his store’s sales up +65%, a momentum that he doesn’t see ending anytime soon.
“The smaller collectibles make the perfect stocking fillers for fans of all ages, offering an accessible gift option that can also complement larger presents,” says Michelle. “Beyond Christmas Day, they create an opportunity for children to keep building the worlds they’ve unwrapped – using Christmas money to add new characters and play elements to existing playsets.”
Discussing the prevailing playground trends this year, David says: “It's dumplings all the way, this craze has taken social media by storm with retailers selling out. Sensory, squishy, foody, fidgety themes are what we predicted at the start of the year, and this has proved to be spot on.” David has outlined
Zuru
As well as offering affordable, fun stocking fillers with impulse purchase potential, Christmas also highlights the potential the category holds for repeat purchasing.
Just like the back-to-school period, children returning after Christmas will be eager to build up their collections to create more play experiences and express their individuality on the playground. Continue through the following feature to read more about the crazes and collectibles discussed here and discover other exciting new launches, what they offer and why they deserve to be on your shelves over the coming months.
PMI
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In stores from
SEPTEMBER 2026
Playground Crazes & Pocket Money Collectibles MGA Entertainment 07488 335 251 | www.mgae.com From music-inspired collectibles from L.O.L. Surprise! to new miniatures from MGA’s Miniverse, MGA Entertainment (MGA) is introducing two exciting launches that bring fresh new energy to the Playground Crazes and Pocket Money Collectibles category through surprise and self-expression. Celebrating 10 years of surprise, style and self-expression with the L.O.L Surprise! brand, the company has launched L.O.L. Surprise! Music Festival, a yearlong anniversary celebration inspired by the energy, creativity and culture of music festivals. At the heart of the celebration is a collectible range, the L.O.L. Surprise! Music Festival Tots, featuring a brand-new sculpt and packaged in a pink disco ball. Fans can collect eight music festival-inspired Tots representing the scene, Latin, K-pop, pop, country, pop-punk, hip-hop and indie genres. Children collectors can take their tots to the playground and swap characters, in search of the rare VUM chase ball, appearing in one out of 10 balls. Allowing children collectors to continue expanding their L.O.L. Surprise! universe, the range also includes Music Festival Furniture Packs/Story Starters, four storytelling playsets, each with an exclusive Tot, more than seven surprises and everything kids need to build their own festival world. Hero items in the range and likely to be on many Christmas lists, L.O.L. Surprise! has also revealed Music Festival Tour Bus, a tour bus playset that converts into a performance stage, as well as the Music Festival Advent Calendar, an interactive countdown experience with one exclusive Tot, 15 accessories, seven fashions, three pairs of shoes and more than 25 surprises for ultimate mix-and-match concert looks. The world of MGA’s Miniverse is also expanding and offering more collectability experiences for fans as the brand has revealed Real Brands Series 2, expanding the popular range with a fresh line up of miniature versions of instantly recognisable brands. Designed to appeal to the growing demand for surprise collectibles, the range combines unboxing, collecting and display play sets, all in one pocket-money friendly format. Each capsule contains hyper-realistic, branded miniatures inspired by everyday favourites including Tropicana, Spam, Magnum, Breyers and Liquid Death. With interactive details such as pourable cereal boxes and scoopable ice cream tubs, the collection offers an authentic miniature experience that has made the Miniverse brand popular with creators across a wide age group. Fans can expand their collections with a wide variety of designs to discover before collecting, displaying and dispensing their minis with the interactive Real Brands Vending Machine. Featuring real working vending action, it's designed as the ultimate play-and-display system for the Real Brands Series 2 collection.
Just Play www.justplayproducts.com | uksales@justplayproducts.com When it comes to surprise toys and blind boxes that are suitable for those pocket money purchases, Just Play has the category all wrapped up with something for little ones and older kids and at a variety of price points. Happy Haul blends pop-culture favourites with mystery plush, figures and more. Collectors and fans have loved unboxing these limited-drop, mystery ranges that capture the joy of everyday moments. And there are many new ranges to collect coming from July. Retro fun is assured with Happy Haul Good Luck Trolls Vinyl Plush Clip-Ons. The Troll Dolls from the 80s are back on the toy shelf, with seven 5-inch colourful characters to collect each featuring a wish stone embedded in their tummy. Buyers can enjoy their retro accessories, including a lava lamp, cassette tape, floppy disk and more. Also new are the SpongeBob SquarePants Many Moods Shifts and Shrek All Stars that join the classic properties already seeing strong sell through at retail, such as Peanuts, Harry Potter and Duckalooz. Disney Doorables is an evergreen performer that keeps fans coming back for more with new themes and characters. As an original blind box surprise brand, Doorables has season after season of successful themes behind it. Collectors can have their very own Ticket to Fun with the latest release. There are 50 new characters over five themes to look out for. Based on all the fun of the fair, groups of characters include Amazing Amusements, Enchanted Entertainers, Festival Foodies and more. Available in Mini Peaks of two or Multi Peaks with five, six or seven to find. The favourite Disney characters come with accessories that must be layered or assembled to complete the piece. Certain figures are translucent, metallic or iridescent which add even more to the collectability. Taking the surprise toys to a spooky level and particularly good for the Halloween season for older kids is Tiny Nightmares; the horror-inspired lifestyle IP that puts a dark twist on collectibles. Successfully launched in 2025, the range has a new third wave of 3-inch figures for autumn/winter 2026 each with statement killer features and terrif-eyes that hold reflections of their victims. Baby Face, Billy the Puppet from Saw and Freddy Fazzbear are not to be missed.
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JIGGLETS ARE THE LATEST PLAYGROUND CRAZE, WITH KIDS COLLECTING, SWAPPING, AND SHOWING OFF THEIR FAVOURITE CHARACTERS WHEREVER THEY GO. NOW MADE EASIER WITH OUR NEW TRAVEL BAGS!
For sales enquires, contact, edel.siddle@dkbtoys.com
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For sales enquires, contact, grace.burton-rees@dkbtoys.com
Playground Crazes & Pocket Money Collectibles Brainstorm 01200 445 113 | www.brainstormltd.co.uk | sales@brainstormltd.co.uk Eco-friendly craze Eugy continues to expand with new characters being added throughout 2026. Since launching in 2019, the brand has enjoyed retail sales of over £22m. The impulse price point product spans multiple categories but the sheer volume of characters, 130 and counting, makes it a collectible craze that shows no signs of slowing. Eugy 3D models are constructed by following a simple number sequence, gluing together recyclable card using non-toxic glue. Despite the simplicity of the building process, users are left with intricate and detailed finished products. New Eugy models for 2026 include Crab, Crane, Dodo, Seahorse, Snail, Kookaburra, Spix’s Macaw and many more. There are also new Christmas lines including Christmas Tree and Nutcracker and retailers are urged to order festive lines in advance. A Christmas CDU is also available free when ordering a case of Christmas Eugy and holds 24 pieces. StikBot celebrates its 10-year anniversary in 2026. The collectible craze became the UK’s first social sharing toy when it was launched by Brainstorm in 2016 and the company’s commitment to the Zing brand has ensured that the range has expanded and grown exponentially. The single StikBot figure remains Brainstorm’s best-selling SKU thanks to it evolving not just as a toy with which users can create stop-frame animations, but because of its fidget qualities and pocket money price point. StikBot Shinies are new this year and the 3-pack features StikBot figures in exclusive colours. For the uninitiated, StikBot are unique, poseable collectible figures. Thanks to their innovative design and suction-cup hands and feet, they can be posed in countless ways with their limbs at different angles. Using the free StikBot App, available on iPhone and android, children can create fun stop-frame animations using green screen tech. As well as their imaginations, they can also take inspiration from the StikBot Central YouTube channel which has various StikBot shorts and series. StikBot Central continues to drive brand awareness with over 550m views to date.
Charlie Bears 01566 770 092 | uk-sales@charliebears.com Collecting isn't just for grown-ups anymore. Today's children love building collections of characters they can trade, treasure and take on every adventure. That's exactly where Cuddle Cubs by Charlie Bears comes into its own. Designed by the makers of one of the UK's most loved family-run teddy bear brands, Charlie Bears, every Cuddle Cub combines over two decades of craftsmanship and character creation with a price point that makes collecting genuinely achievable for children. Rather than saving for a single toy, kids can build a world of lovable companions one character at a time, returning to stores to discover who will join their collection next. From the much-loved Woodland Wonders collection, featuring classic British favourites such as Hare and Tortoise, to an ever-growing flight of friendly dragons, including the brand-new Grumbleweed, every Cuddle Cub opens the door to imaginative storytelling. Safari favourites, farm friends and prehistoric pals sit alongside mythical characters such as Nessie, Cuddle Cubs adorable interpretation of the Loch Ness Monster. The collection also features lost-but-never-forgotten creatures including the Dodo, Woolly Mammoth and Woolly Rhino, which encourage children to discover the natural world through play. With dozens of characters to choose from and new additions arriving regularly, Cuddle Cubs by Charlie Bears gives children plenty of reasons to keep collecting while giving retailers an ever-evolving range that drives repeat visits and impulse purchases. Parents and gift-givers love them too. Every Cuddle Cub is suitable from birth, machine washable and offered at reassuring pocket-money prices, making them an ideal choice for everything from birthday treats to just because gifts. To help retailers create an engaging destination in-store, Charlie Bears also offers free countertop point-of-sale with a qualifying first order, making it easy to showcase the growing collection and inspire purchasers to discover more.
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Playground Crazes & Pocket Money Collectibles Rubber Road www.rubberroad.com Rubber Road’s popular, quirky Tubbz cosplaying collectible rubber ducks have evolved to offer characters and form factors that appeal to the younger pop culture fans. These formats have the same epic character detail that Tubbz is renowned for. It’s all in the detail and that’s what makes these collectibles stand out in the crowd. The introduction of smaller Mini Tubbz and Mystery Eggs offer a lower price point, without sacrificing the exquisite detail, making them ideal for impulse buying and pocket money. Mini Tubbz with display bathtub and Mini Boxed Tubbz have paved the way for Rubber Road to enter the pocket money category and have also opened doors with major retailers including The Entertainer, Hamley’s, Tesco and B&M. Additionally, securing major licences with young appeal such as Minecraft, Minions, How to Train Your Dragon, Sonic the Hedgehog, Shrek and Cat in the Hat has contributed to sealing the pocket money deal. This summer has seen Tubbz move into the blind box sector, with Mystery Eggs which have been three years in the making and feature little ducky characters hatching out of an egg. This foray into blind boxes kicked off with a Minions collection tying in perfectly with the new Minions and Monsters movie. Mystery Eggs are the ultimate egg hunt, offering a rarity scheme which adds more excitement to the unboxing and collecting experience. There are 12 characters to collect including the elusive 2 rares, Silver Bob and Silver Stuart, with the ultimate prize being a Golden Gru. To set Mystery Eggs apart from other blind collectibles it was important to improve upon the design which is outstanding. Each individual egg is distinctive, portraying a different character instead of variations of the same one. The details ensure that buyers will not be disappointed even if they do not find a rare. Evil Minions is a perfect example as it’s not a rare, but the purple hair is sure to bring excitement to buyers when they crack it open. Mystery Eggs have got off to a flying start and there will be a new drop this month, with Universal Monsters, featuring horror classics such as Frankenstein, Dracula, The Invisible Man and Bride of Frankenstein. Following this there will be a collection paying homage to the biggest video game of all time. Despite being a blocky challenge for designers, they hope kids will love it. There are plenty more Mystery Eggs in the pipeline for 2027 along with many new iconic characters joining the Mini Tubbz line-up.
Character Options 01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk The wonderfully squishy, sticky world of MushyKinz has built on the popularity of the blind-bag mystery mini MushyKinz Taba Squishies that have hooked kids with their soft, stretchy and satisfying texture. New this season are OG MushyKinz with each box including one of 10 OG characters as a soft, sticky Taba squishy in its own PVC pouch. With a premium feel, collectible charm and the thrill of unboxing, it’s the ultimate MushyKinz experience that kids can’t get enough of. Adding to the fun are the MushyKinz Jelleez. Jelleez introduce a fresh sensory play experience; firmer with a slow rebound that’s perfect for stress relief. At 5.5cm, each offers a supersize squish to savour. Sticki Mates are the next evolution of Sticki Rolls. These collectible 3-inch mini characters allow kids to experience their favourite Sticki Rolls in a whole new way. Each Sticki Mate is a real sticker dispenser, which is completely compatible with existing Sticki Rolls, allowing kids to pull, tear and share stickers anywhere they go. Each of the ten mystery Sticki Mates characters come with 5 Sticki Rolls (50 total stickers per pack), 1 Sticki Roll preloaded in the dispenser and 4 stored in each character's mini backpack for easy reloading. As each character is also a backpack clip, collecting, trading and creative sticker play is close at hand anytime. Since its launch in May, MagMiMi has presented itself as cute mystery collectible plush toys that are soft, adorable and totally magnetic. Each palm-sized pal features a soft cuddly body, a stylised roto-cast head, built-in magnets in every limb and premium metal keychain attachment. They can be placed on fingers, stuck to the fridge, clipped to backpacks or linked together for a cute plush parade. Each MagMiMi comes in its own custom metal display tin, ideal for posing, storing or showing off growing MagMiMi collections. There are nine exotic animals to collect in the first series and new collections soon to be announced. With years of collectability behind it, Goo Jitzu’s autumn launches now boast a new look, and exciting fresh formats including allnew Mystery Surprise Eggs. Refocusing the attention on the brand’s iconic fillings, figures and hidden ASMR qualities. Every Mystery Surprise Egg contains a hidden hero packed with a unique tactile filling and a totally unexpected look. For the ultimate treasure hunters, each hero also has its own golden chase figure waiting to be unearthed. Character Options’ 2026 portfolio is supported by substantial PR and marketing campaigns.
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Playground Crazes & Pocket Money Collectibles Funko www.funkoeurope.com | newtradeenquiries.emea@funko.com As collecting habits evolve, consumers are increasingly looking for more than just a single purchase. With its Bitty Pop! Range, Funko, a leading pop culture lifestyle brand, has delivered this, unveiling products that spark creativity, encourage repeat collecting and can be proudly displayed. Since launching, Bitty Pop! has reimagined Funko's iconic Pop! figures in a compact format that delivers all the usual personality of the product in a collectible that fits in the palm of your hand. Bitty Pop! appeals to both younger collectors just starting their fandom journey and long-time Funko enthusiasts looking to expand their displays. The range offers an affordable entry point without compromising on the quality, detail or collectability that fans have come to expect with Funko. From blockbuster films and television to gaming, anime, music and sport, Funko continues to bring the world's biggest licences into miniature form with Bitty Pop!. This year, the range expands with the Bitty Pop! Star Wars Starter Pack and Bitty Pop! Sonic the Hedgehog Starter Pack, alongside magical additions including the Bitty Pop! Harry Potter 6-Pack and the forthcoming Bitty Pop! Rubeus Hagrid & Dobby 2-Pack. Gaming fans can discover the latest Bitty Pop! Five Nights at Freddy's Series 6 collection, while Mystery Bitty Pop! NFL adds an exciting surprise element for sports enthusiasts. Funko’s Bitty Pop! collection has also evolved beyond individual figures, giving fans new ways to build and personalise their collections. New additions such as Bitty Pop! Towns pair favourite characters with iconic locations, including Bitty Pop! Towns Chef Cinnamoroll and Café Cinnamoroll, while the Bitty Pop! Towns Loungefly Employee & Loungefly Boutique celebrates one of Funko's most recognisable brands. Alongside these, the Bitty Pop! Bitty City Road Pack allows collectors to connect displays and create imaginative miniature streets and neighbourhoods, transforming collections into interactive worlds. This evolution is what continues to make Bitty Pop! stand out. Whether fans are completing sets, recreating favourite scenes or designing entirely new displays, the range encourages creativity long after the initial purchase. Combined with regular new releases spanning some of the world's most-loved franchises, there's always another character, location or display to discover. Looking ahead, Funko’s Bittyverse will continue to expand with the arrival of Bitty City in Q1 2027. Funko's own modular, buildable city concept will allow fans to connect roads, buildings, towns, rides and favourite Bitty Pop! characters into customisable cityscapes, taking collecting beyond the shelf and into an immersive, creative experience. As the Bitty Pop! universe continues to grow, Funko remains at the forefront of the pocket money collectibles category, proving that the biggest collecting experiences can come in the smallest packages.
DKB Toys & Distribution www.dkbtoys.com | grace.burton-rees@dkbtoys.com | edel.siddle@dkbtoys.com As sensory play remains a key driver for impulse purchases, DKB Toys is delivering the next sensation this September with two must-have ranges: the slow-rise Fluffmellies and the interactive, bubbleblowing Gum Gums. Fluffmellies blend comforting, plush-style appeal with the satisfying, slow-rise, scented squish kids crave. DKB Toys has designed this range to excel in the collectible market, combining quirky, foodieinspired aesthetics with high-impact visual appeal. Packed with adorable characters, playful foodieinspired designs and irresistibly soft textures, Fluffmellies combines comforting plush appeal with the satisfying slow-rise squish kids are obsessed with right now. From the hilarious Booty series, including the whimsical Booty Dumplings and Booty Baozi, to the ultra-cute Doggy Toast and Puffy Pancakes, each character is tailor-made for display and repetitive squeezing. Whether it’s stress-relief play, sensory exploration or simply collecting the cutest characters around, this range delivers instant pick-up appeal with serious trend power behind it. Crucially, the range capitalizes on the thrill of the hunt with the Fluffmellies Fast Food and Cookies Mystery Boxes. This unboxing excitement, paired with a lightly scented finish, creates a premium multi-sensory experience suitable for TikTok and YouTube content. For retailers, their compact size, ideal for clipping onto bags, ensures they remain a constant, trend-driven accessory. Complementing the Fluffmellies range is Gum Gums, which introduces a clever, interactive twist to the traditional squishy figure. Each figure features a playful surprise as kids can simply give a character a squeeze and watch it blow an adorable bubble. Beyond their immediate kawaii appeal, the newly packaged and priced Gum Gums Plush have demonstrated significant commercial viability, having seen very strong sales in Australia since launch. DKB Toys is bringing this same momentum to the UK, including 2-inch bubble buddies blind bag squishy figures in a newly created PDQ with a sample Gum Gums Bubble Buddy on display in the PDQ. These are an ideal companion to sit alongside the 4-inch plush bag clips. The plush come in the new open-tray packaging which is designed to showcase each of the characters effectively, maximizing visual impact and accessibility to young shoppers. With sensory play dominating toy industry trends, both Fluffmellies and Gum Gums are positioned to become the season's premier must-have items. Squishy, cute and fun filled play awaits as DKB Toys has curated a lineup that ticks every box. Both ranges of the collectible, tactile, shareable and highly affordable pocket money treats arrive in September.
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Playground Crazes & Pocket Money Collectibles HTI 01253 778 888 | www.htigroup.co.uk HTI has expanded its popular pocket money range with Taba Treats, a collection of dessert-themed sensory collectables that combines tactile play with the enduring appeal of Kawaii-inspired characters. Designed for ages 3+, the range taps into demand for collectible toys that deliver strong visual appeal. The assortment includes colourful characters based on cupcakes, doughnuts, bubble tea and other dessert-themed designs. Each piece features cheerful expressions and pastel styling, creating an instantly recognisable collection that reflects the popularity of food-inspired characters and Japanese Kawaii aesthetics. Taba Treats also offer a sensory experience thanks to their soft texture. Designed to be squeezed, squished and fidgeted with, the collectibles provide tactile play that children can enjoy at home, on journeys or out and about. Their compact size makes them easy to pop into a pocket or backpack, ensuring they can travel anywhere. With multiple dessert-inspired characters to discover, Taba Treats encourage repeat purchases as children look to complete their collection or swap favourites with friends. The combination of eye-catching designs and tactile play gives retailers a product that appeals across a broad age range while fitting comfortably within the collectibles category. They also have strong gifting potential as affordable price points, colourful packaging and appealing characters make Taba Treats an ideal choice for birthdays, party bags, rewards and impulse purchases. The compact format makes them an accessible pick-up item, while the designs ensure strong shelf presence that captures attention in store. For retailers, Taba Treats bring together several key trends within a single product line. The popularity of sensory toys and demand for cute collectible characters, provides a proposition that appeals to both children and gift buyers. The dessert theme offers something fresh within the collectibles market while maintaining appeal across different interests and play styles. With their combination of soft textures, collectible appeal and kawaii-inspired styling, Taba Treats offer children an engaging way to enjoy sensory play. HTI’s Cool Kawaii Chibi-Mals range for children aged 3+ also tap into the appeal of kawaii-inspired toys while offering plenty of collectible fun. At the heart of the range is the ChibiMals Surprise Capsule, each containing three mystery figures. With 24 characters to collect across a variety of themed designs, every unboxing encourages children to build their collections, trade with friends and return for the next reveal. The blind capsule format keeps the experience fresh, making every purchase an exciting moment. Featuring expressive faces, animal-inspired costumes and a premium finish, Chibi-Mals offer a tactile play experience that stands out from traditional plastic collectibles. Their velvety texture adds another dimension to imaginative play, while the designs make them appealing as display pieces for young collectors. Compact and portable, Chibi-Mals can be packed into a backpack for a family day out or popped into a pocket for playdates, allowing children to create adventures wherever they are. The collectible format promotes social play as children compare characters, swap duplicates and work towards completing the full set, helping to extend the play experience. Chibi-Mals offers a combination of eye-catching packaging, strong shelf presence and an accessible price point. The display is ideal for countertop merchandising, helping to drive impulsive purchases while a mystery element encourages repeat sales. For retailers looking to refresh their collectible offering, Chibi-Mals provides an accessible, trend-led addition that brings together impulse appeal, repeat purchase potential and imaginative play.
House of L www.houseofltoys.com | sales@houseofltoys.com House of L is introducing On The Go, the first launch from a fresh new pocketmoney brand bringing together sensory play, surprise reveals and collectible characters with the appeal of beauty-inspired accessories. Designed for kids who love to collect, style and take their favourite characters everywhere, each surprise pack includes a fruity-scented, super-soft squishy slime tube, an adorable character keyring, a matching mirror and a collector card. With its glossy cosmetic look and feel, On The Go brings together the fun of a beauty accessory, a bag charm and a sensory collectible in one trend-led format. Launching with six colourful kawaii-inspired characters to collect, each one has its own fruity fragrance, personality and matching scented slime. The surprise reveal adds instant excitement, while the mirror charm and clipon character make the range feel stylish, practical and ready to show off on backpacks, handbags, pencil cases or keys. Created for today’s fast-moving pocket-money market, On The Go taps into the growing demand for mini collectibles, bag charms, sensory play and beautyled gifting. The range is ideal for collecting, swapping and trading, while the blind-packaged format encourages repeat purchase and the hunt to complete the full set. Available in both Mystery Blind Bags and Mystery Blind Boxes, every pack delivers the thrill of discovering which scented slime and character combination is hidden inside. A collector card is also included in every pack, helping fans track the series, trade with friends and collect all six. With soft, stretchy slime to squeeze repeatedly, On The Go offers satisfying tactile play in a compact format with strong shelf appeal and plenty of personality. Cute, collectible, squishy and seriously stylish, On The Go brings multiple key trends together in one standout surprise pack. This first launch is just the beginning, with further products and collectible formats planned under the brand. The On The Go range will be officially showcased at the LA September Toy Preview, where House of L Toys will unveil the full collection alongside additional product launches for 2027.
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Playground Crazes & Pocket Money Collectibles One For Fun 01416 132 525 | www.oneforfun.com | sales@oneforfun.com When it comes to pocket money crazes, One For Fun has a track record in spotting the next big thing and 2027 will be no exception. From viral social media sensations to must-have sensory toys, the new ranges from HGL and Tobar are already dominating playgrounds, social media, shop counters and collectors’ lists across the UK. The Scrunchems Dumplings and Squishies are a latest obsession and, ahead of Christmas, sales are up across the whole range including the brand new three-pack of chicks and the Scrunchems vending machine. Social media is fuelling the craze with One For Fun helping consumers identify the authentic product and liaising with the media to keep one step ahead. The emphasis is on thinking big with jumbo squishies dominating the coming months. The Scrunchems range includes products such as the Big Cheese, the Big Pickle, the Big Duck, the Big Capybara and the Big Pretzel. Fuelling the desire for Dumplings, there is the popular Sugar Dumpling and Sugar Mini Dumpling as well as the Gross Surprise dumpling range, arriving in time for Halloween. Already in high demand is the Mega Rainbow Dumpling set and the Dumpling Vending Machine, which includes ten collectible dumplings with the chance to find a rare gold and rainbow version. With a strong shelf presence, the Dumpling Vending Machine will satisfy dumpling devotees and gift buyers alike. New Sugar Scrunchems include a full and mini size glittery capybara, a smooth axolotl, a mini sugar axolotl, a three-pack of sugar bears, a three-pack of sugar squishy kitties and a sugar cupcake. HGL is introducing Fidgix, a premium range of new metal fidgets ideal for desks, school bags or pockets. The collection features a spinning cube, spinning sphere, gear spinner, chain spinner and original wheel spinner. As social media favourites continue to influence buying habits 3D printed dragons and key chains are now joined by a 3D printed cone, apple and caterpillar, slime ball and stingray. Feeding the false food frenzy, HGL is also introducing a new range of Fidget Squishies. Buyers can enjoy collecting the Fidget cake, burger, pizza and Hot Dog, with all the satisfaction of squishy squeezing but none of the calories. Meanwhile, the One for Fun Bumper Boxes offer excellent value with 24 authentic playable fidget toys, making them ideal for parties, gifting or general pocket money spending. From viral crazes to proven sensory favourites, One for Fun’s new pocket money collection is firmly on trend and ideally positioned for the UK market, delivering fun crazes, plenty of collectability and strong retail appeal at prices that keep customers happy.
Zuru www.zurutoys.com | sales@zuru.com Zuru’s portfolio continues to tap into collectibility, surprise reveals and swap and trade potential, alongside social currency to drive current playground trends at pocketmoney price points. My Mini Baby captures the ongoing fascination with ultra-realistic miniatures. With surprise reveals, adorable characters and imaginative play combined, there's lots for children to discover. Encouraging kids to build their own tiny worlds while hunting for every baby in the collection, the collectible capsules are appropriately sized for taking to school to unbox and swap with friends. Latest ranges include My Mini Baby Birthday and My Mini Pets, allowing children to expand their miniature universe. My Mini Mom & Baby Surprise is already showing signs of becoming the next playground craze. Having gone viral across social media following recent retailer and creator content, the range combines a surprise birth reveal with realistic silicone babies and nurturing role play. This pregnant doll has been designed to foster empathy and imagination, enabling children to care for their own miniature families. Mini Brands, renowned for its realistic miniatures and trend-led collectible concepts, continues to lead the way in miniature collectibles, with its latest launches capturing children's love of creativity, pop culture and surprise collecting. From the pop culture Mini Brands Really Works Mini Vinyl range which allows collectors to discover miniature versions of iconic records, to the creativity and magic of the Mini Brands Mini Snow Globe Disney Capsule Series which allows children to build miniature keepsakes, the brand offers affordable collectibles to share and display. Building on the Fuggler brand’s popularity, Fuggler Keyrings bring a fashion-led craze to the playground. With their mischievous personalities and recognisable design, they transform everyday accessories into collectibles. Their portable format makes them ideal playground companions, encouraging swapping, collecting and showcasing favourite characters. Latest themes include Baby Baddies, Alley Cats, Fugg Nuggets, Care Bears and Series 6 of the favourite core characters, all of which are perfect for clipping on to bags and can currently be seen dominating dedicated Fuggler social channels. Sad Babies by Starbox takes character-led collectibles to a new level, tapping into a love of quirky humour and expressive personalities. The exaggerated emotions seen with the new Starbox Sad Baby Animals and Starbox Sad Baby Care Bears collaboration add more appeal for children to compare favourites, swap characters and build collections. The Care Bears range offers the additional charm of having a bag tag attached for portability to further drive playground chatter and trade potential. With sports continuing to dominate playground conversations and play, Zuru has built on its winning Ballers formula to introduce NFL Ballers and WWE Ballers, expanding the range to even more sporting passions. Each Ballers series combines the excitement of sport with surprise collecting for children to discover their favourite players, hunt down rare editions and swap duplicates with friends. From imaginative miniatures and humorous characters to favourite sporting heroes, Zuru's portfolio captures latest crazes, all with collectability, portability and accessible price points at their core.
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Playground Crazes & Pocket Money Collectibles
Plus-Plus 03330 500 144 | www.plus-plus.com | info.uk@plus-plus.com The perfect toy for open-ended, learning through play and the development of children’s construction skills, the Plus-Plus range is aimed at children over five years and includes differing sized tubes, packets and small playsets at pocket money prices. The 100-piece tubes are lightweight and just the right size for fitting into a school bag or handbag, the contents of which can be returned to the re-useable storage tube after building, making them great for on-the-go play. Available across a large selection of instructed build characters, animals and vehicles and with open-ended colour mixes, they are the ideal pocket money purchase or party bag treat. Seasonal additions are the Snowman and Monster Mash tubes, with the licensed Angry Birds range now available featuring all five of the most popular characters in a mixed CDU or as a solid. Popular with kids, gamers and kidults, these will be a big hit especially when the third Angry Birds Movie lands at Christmas. The popular Pet Packets, which launched in spring this year, offer great play-value and feature a range of six cute pets to adopt. Each one comes with stick-on eyes for kids to create their quirky pet personality and a paper mat to display them upon. Pet Packs are the ideal collectible pocket money toy, small gift or impulse purchase at an affordable price. For Christmas there is a new collection of winter foil packs, served from a CDU gravity feeder box containing 48 pieces. With four cute Christmas characters to collect, buyers can add string and display them on the tree alongside the more traditional Christmas foil bags creations. Both CDUs are available now. Plus-Plus is food approved and BPA, PVC and Phthalate-free and can be washed in a dishwasher or washing machine to keep it hygienically clean.
PMI www.pmitoys.com | sales@pmitoys.com Part toy, trick and obsession, Zzzopa has landed squarely between Playground Crazes and Pocket Money Collectibles, with the new name buzzing around playgrounds, school yards and pocket-money aisles this season. Players can spin it, bounce it and throw it while also discovering new ways to use it every day. One moment it's spinning, the next it's bouncing off walls in a game invented on the spot and the moment after that it's flying across the yard in a game of catch that never gets old. This versatility is exactly why Zzzopa has become a playground staple so quickly. Kids don't want a toy with one function anymore; they want something that adapts to whatever game they dream of next. Zzzopa hands them that freedom with no manual and no fixed way to play. The pocket-money angle matters just as much as the play value. Zzzopa is designed to be collectible, affordable enough to pick up on a whim, but distinctive enough that fans want more than one. Limited retail exclusives keep the hunt alive with the MVP Gold edition being the one that collectors are chasing this year. Different colours, styles and special editions mean there's always a new Zzzopa to hunt for, trade or show off. Another layer that makes Zzzopa spread the way it has is the kind of toy that gets noticed the second it comes out of a backpack. One spin or impossible bounce and suddenly a crowd has gathered, asking where they can get one. These moments are fuelled online by PMI’s own Zzzopa balls channel, which is backed by a roster of influencers showing off new tricks. That word-of-mouth energy, both on and offline, is the engine that helps drive crazes putting Zzzopa in a positive position this season. In a landscape full of screens and complicated gadgets, Zzzopa is simple with no batteries, apps or instructions. Zzzopa’s ability to do plenty with just a hand, a bit of imagination and a little space to spin, bounce or fly shows why the product is becoming a popular craze this season.
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Playground Crazes & Pocket Money Collectibles Peers Hardy www.peershardy.com jbarrett@peershardy.co.uk Flashies is an exciting new collectible range that combines some of the world’s most popular licensed characters with a practical everyday function. Designed as character-shaped keychain flashlights, Flashies offer a unique concept that brings together collectability, functionality and strong shelf appeal. The collection launches this month with 15 licensed characters from globally recognised brands, encouraging consumers to collect their favourites and complete the series. Each Flashie features a simple activation mechanism: press the character’s head to switch on the LED light and release it to return to its original position. Compact, lightweight and easy to carry, Flashies can be attached to backpacks, pencil cases, keys or bags, making them the perfect companion for everyday use. Combining the appeal of licensed characters with a useful flashlight function, Flashies offer added value beyond traditional collectibles. Their distinctive design, practical format and accessible price point make them an attractive proposition for a wide range of consumers. The range has been developed using a versatile design system that can be adapted across multiple licences, creating opportunities for continuous expansion with new characters and brands. Presented in eye-catching shaped blister packaging that showcases the entire product, Flashies deliver excellent visibility at retail and stand out on shelf. Supported by both countertop and floor display solutions, the collection is designed to encourage impulse purchases and drive repeat sales as consumers look to expand their collections. Fun, functional and highly collectible, Flashies bring together the power of licensing and the appeal of character collectibles in an innovative format that offers strong retail potential and broad consumer appeal.
Epoch Making Toys 08435 574 062 | www.sylvanianfamilies.com customerservices@epochmakingtoys.com Sylvanian Families new collectible series for autumn will be the Colourful Bunny Costume Babies. The 40th anniversary blind bags will feature five adorable rabbit babies to collect, each in a cute, colourful, polka dot bunny costume. Also available, is the Sylvanian Families Baby Woodland Fairy Costume Series, forming part of the Woodland Fairy range. Dressed in whimsical outfits inspired by the magic of the forest, there are eight babies to collect including one secret character and the Sea Otter baby in an adorable rock outfit who is proving to be a viral sensation. The babies fit neatly into the new Woodland Wonder Fairy Castle, available now. Epoch Games Super Mario Micro Game Series features a series of arcade-style games at pocket money prices. Offering a variety of play patterns, there are multiple games to collect in each series. These include the Jump & Seesaw Series, Skill Shot Series and the Marble Maze Series. In addition, the Micro Game World Series includes six mystery boxes each featuring a Super Mario scene and a collectible character including Goomba and Green Pipes. The characters can be used in any game within the Epoch Link System. Epoch has also debuted its first collection of puzzles including Mini Mystery Puzzles. The collection of 24- and 36-piece trading puzzles is available in blind boxes and features popular licences One Piece, Stranger Things and Sylvanian Families. Once completed the puzzles can be sealed with the provided sticker to keep, display or trade.
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© Disney © 2025 Marvel
© 2025 & TM Spin Master Ltd. All rights reserved
© 2025 ABD/Hasbro.
Playground Crazes & Pocket Money Collectibles Simba Smoby UK 01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com Simba Smoby UK is leading the way with Disney pocket money wearables that stand proud in the blind box category, while Jada Toys continues to deliver the hottest pop culture licences in die-cast form. Blind Boxes and wearables go hand in hand, creating a brand-new toy trend that kids love. Simba is tapping into this Gen Z-led trend, inspired by favourite characters from Disney Winnie the Pooh and Disney Stitch - Disney YuYus. Measuring around 10cm, each Disney YuYu comes with a practical carabiner clip attached, making it easy to clip the charm to bags, backpacks or keys. Both series 1 and series 2 have experienced success and now series 3’s launch is imminent, meaning a huge forecast is predicted for 2026. Due to arrive in late September, the new series will include all new characters for both Winnie the Pooh and Stitch & Angel. In all new packaging to distinguish this latest offering from the first two series, each collection has nine to find, one of which will be a secret character to chase. Simba’s Jada portfolio also has the ideal choice for the pocket money investor of entertainment franchise collectibles. The attraction of the Jada NanoFigs Blind Bags is their breadth of properties, which means a wide consumer appeal and strong sales. Added to both the NanoFigs Blind Bags and 2.5-inch Metal Figs portfolios for 2026 are the Toy Story 5 diecast figures. In NanoFigs, there’s plenty of different characters, including 2 impressive chase figures - golden Buzz and Woody. Measuring 1.65-inches, these 100% die-cast metal figures are super-detailed, authentic and present incredible value for money. Iconic Star Wars characters in die-cast form are also sure to be popular with the Star Wars NanoFigs Blind Bags. Series one will include iconic characters Luke Skywalker, Darth Vader and Chewbacca. Buyers can look out for a new collection for Minecraft, ideal for players of the iconic game as they bring their favourite characters to the real world. Fans of anime will also be able to relish the new Hello Kitty and One Piece series.
Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk Rainbow Designs has plenty of adorable collectibles to delight children, tweens and big kids of all ages, with a growing portfolio of character-led plush and keychains that are full of personality, positivity and collectability. From meaningful new brands and timeless licensed favourites to irresistibly cute animal companions, every range is designed to inspire collecting and impulse purchases, with accessible pocket money price points and characters customers will want to take home time and time again. The new Pembe the Pink Cat range is a feel-good brand inspired by positivity, emotion and self-expression. Created to spread happiness and encourage individuality, the collection includes six collectible 15cm plush toys and six plush keychains. Each character is paired with an uplifting affirmation, including Be You, I Miss U and Hug!, giving every collectible its own personality and making the range especially appealing to tweens, young adults and anyone looking for a meaningful keepsake. Celebrating 55 years of fun and friendship, the much-loved Mr. Men Little Miss brand continues to charm fans of every generation. Rainbow Designs' colourful collection brings together iconic favourites including Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong, alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox. With collectible soft toys, plush keychains and oversized cuddly cushions, the range delivers affordable collectibles packed with nostalgic appeal, encouraging fans to build their favourite character line-up. Adding even more collectible appeal is the Cutydoos range, which taps perfectly into the growing demand for pocket-sized plush, collectible characters and fun accessories. Featuring eight adorable animal friends, including Koala, Panda, Fox, Bear, Husky, Rabbit, Cat and Dog, these super-soft companions are instantly recognisable thanks to their sparkling glitter eyes and sweet expressions. Available as 13cm soft toys and plush keychains, Cutydoos encourages repeat purchases as children look to complete the full set. The collection is also expanding with seasonal favourites. For Halloween, three characters, including a Pumpkin, Skeleton and Vampire, and for Christmas, four friends, including a Penguin, Polar Bear, Red Reindeer and Brown Reindeer. These 13cm plush seasonal collections both come presented in themed CDUs that are perfect for eye-catching seasonal displays and impulse purchases, encouraging customers to collect every character.
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FUNKO IS THE #1 CORPORATE MANUFACTURER IN ACTION FIGURES & ACCESSORIES AND #1 GAINING CORPORATE MANUFACTURER.*
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Funko Bitty Pop! is the #3 brand in Funko is the #1 corporate manufacturer in Action Figures & Accessories and #1 gaining brand.*
2D concept rendering. Finished figure may vary from image shown.
Funko Pop! is the #1 property in Action Figures & Accessories and #1 gaining property.* ©Disney © 2026 MARVEL
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Playground Crazes & Pocket Money Collectibles Mattel 01628 500 000 | www.mattel.com From surprise reveals to highly collectible characters, Mattel's autumn/ winter 2026 range is packed with products designed to fuel the latest playground trends. Whether kids are swapping, collecting, displaying or taking their favourite characters on the go, this season's launches tap into the growing demand for affordable collectibles that keep conversations going long after home time. Hot Wheels continues to fuel the collectible craze with its die-cast range, led by the Hot Wheels Formula 1 Die-Cast Assortment. Featuring cars from fans' favourite teams, the range encourages collecting and repeat purchases as kids recreate raceday action on and off the playground. Barbie offers a sensory unboxing experience with the Barbie Pop Reveal Sea Slushy Series. Hidden inside colourful Purple Cup and Blue Cup slushy packaging, each doll delivers a sweet-scented Barbie doll and surprise experience packed with themed accessories. With the new Disney Princess Small doll Little Carriage Surprise, each Carriage Reveal set includes a surprise Disney Princess small doll, a friend figure and an elegant carriage all ready to make a grand entrance. Fans can collect and connect them all and caravan around the kingdom or they can connect their own horse (not included) to pull their royal ride. The excitement continues with KPop Demon Hunters, bringing one of entertainment's most popular new franchises into the collectibles space. The KPop Demon Hunters For The Fans Pack Assortment, gives fans the chance to collect all their favourite Demon Hunters characters, with a hard-to-get secret figure for a few lucky fans to find. With the KPop Demon Hunters Hello Friend Mini Reveal Assortment, kids can clip and carry the world of KPop Demon Hunters with personality-packed mini collectible keychains. There are 13 mini figures to collect, with a rare friend hidden among them. Coming in Q4 is the epic Polly Pocket x KPop Demon Hunters collaboration, including the Polly Pocket x KPop Demon Hunters Tiny Capsule, with favourite characters ready to rock the stage all in micro form. The Huntr/x dolls fit inside personalized ramyeon, cup charms, and the keychain clip showcases the iconic Hunt/x symbol, ideal for on-the-go play. Collectability also extends to action figures, with the Minecraft Chicken Jockey Figure bringing one of the film's most memorable moments to life through swappable expressions and removable character pieces. Meanwhile, the WWE 6-inch Elite Collection Figures continue to appeal to fans looking to build display-worthy collections featuring premium articulation, authentic accessories and iconic Superstars.
Vivid Goliath 01483 449 944 www.vividtoysandgames.co.uk Clickeez is fast growing into one of the UK’s top-performing collectibles. Each Clickeez features a real keyboard key mechanism, delivering an authentic, satisfying click that taps directly into the ongoing demand for fidget-friendly formats. This sensory edge, combined with a pocketmoney price point, has driven strong playground buzz and retail momentum globally, with over 10m Clickeez now in the hands of consumers. This season sees the launch of Series 3, introducing 70 brand-new characters to collect in Bubble Pops, featuring a fresh sound, feel, look and keyboard. The range will also expand through new partnerships with Hello Kitty and Friends and Care Bears, bringing globally recognised IP into the format alongside new collectible price points. Squishy Tushy Toys brings laughout-loud joy to the collectibles aisle with a character-driven toy line that celebrates giggle-worthy moments. Each quirky animal character features expressive charm, playful personality, and a perfectly squeezable tush that keeps kids coming back for more. The fun extends far beyond the toy shelf with Squishy Tushy Tales, a short-form animated series that fuels emotional connection, repeat engagement and a growing wave of collectible buzz across social media. Under a distribution deal with IMC Toys, Vivid Goliath continues to sweeten the surprise-collectible category with the Breakeez, delivering delight through the Breakeez Macaron and cakes. This colourful, squishy line combines sensory play, unboxing excitement, and adorable kawaii-inspired characters in every bite-sized reveal. Designed for kids ages 5+, each cake breaks open to unveil oozy slime and one of six animal figures hidden inside. Young playtime explorers can feed the slime to their new pet using the included dropper, watching the character magically expand before returning to its original shape. With tactile play, surprise reveals and imaginative storytelling, Breakeez keeps kids engaged long after the first crack.
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Playground Crazes & Pocket Money Collectibles 3D Studio Gifts www.dkbtoys.com james.luff@dkbtoys.com 3D Studio Gifts is bringing colour, movement and collectability to the playground with Jigglets, a pocket-money toy range designed to deliver instant fun and strong repeat-purchase appeal. Compact, tactile and easy to take anywhere, Jigglets combine character-led design with a playful wobbly movement that makes them highly engaging from the moment they are picked up. The range currently includes 11 themes and more than 200 characters to collect, giving children plenty to discover, swap and talk about with friends. New themes are added every month, helping to keep the range fresh, maintain excitement and encourage collectors to return regularly. With its broad choice of characters and accessible price point, Jigglets is well placed to appeal to children looking for an affordable treat. A key strength of Jigglets is its simplicity. There are no batteries, screens or complicated instructions so children can start playing immediately. The toys are easy to hold, satisfying to handle and full of personality, supporting sensory exploration, imaginative storytelling and social play. Their portable format also makes them ideal for pockets, pencil cases, party bags, travel and on-the-go entertainment. The collectible structure gives the range natural playground appeal. Children can compare favourites, build themed groups and set their own collecting goals, while the steady flow of launches creates regular talking points. This combination of affordability, portability and continual discovery helps Jigglets stand out in a busy pocket-money category and gives retailers an evolving story to share with customers. For retailers, Jigglets offers a visually appealing, easy-to-merchandise range with strong collectability and regular newness. Its low price point supports impulse purchases, while the number of themes and characters creates a clear reason for children to come back for more. Whether displayed at the till, in a dedicated pocket-money section or as part of a wider collectibles offer, Jigglets brings energy, character and repeat-play value to the category. Clicklets brings a fresh sensory twist to 3D Studio Gifts’ pocket-money range. Launching with Series 1, The Click Drop, the collection features colourful, food-inspired designs with a satisfying click mechanism that encourages repeated play. Compact, tactile and full of personality, Clicklets appeal to children, collectors and sensory-toy fans alike. Developed as a long-term collectible platform, the brand already has future series planned, giving retailers regular newness and strong repeat-purchase potential. Clicklets are manufactured in the UK by the team behind Jigglets, supporting consistent quality, rapid replenishment and flexible launches throughout the year. Each collection is supplied in an eye-catching 40-unit counter display, making them ideal for till-point merchandising, impulse purchases and gifting. Combining sensory play, collectability and a scalable product roadmap, Clicklets offers retailers a distinctive new fidget line built around one memorable idea: collect the click. Its accessible price point also makes the range ideal for everyday rewards.
KidAntics 01293 364 364 | www.kidantics.co.uk | enquiries@kidantics.co.uk Affordable treats continue to be a winning category for retailers, and KidAntics has a collection packed with creativity, collectability and hands-on fun. Designed to delight children without stretching parents' budgets, the range offers plenty of reasons for repeat purchases, impulse buys and gift-giving occasions. For children with a sense of adventure, the National Geographic Mini Dig Kits transform learning into an exciting treasure hunt. Young explorers can choose from Fool's Gold, Gemstone and Treasure kits, which each invite them to excavate hidden discoveries while developing an interest in geology, minerals and archaeology. Blending STEM-inspired learning with interactive play, the miniature kits pack plenty of educational value into a pocket money price point. Budding artists can get creative wherever they are with the Avenir Mini Scratch Book collection. Available in a host of themes including princesses, dinosaurs, animals, cars, unicorns, aeroplanes and under the sea, each portable book contains 15 scratch-art sheets that reveal vibrant colours beneath the surface. Compact enough to slip into a bag, they're ideal for travel, cafés, rainy afternoons or keeping little hands entertained on the move. Adding a collectible to the mix, the One Love Bag Charm range brings personality to backpacks, school bags and keyrings. Measuring 9cm and made from soft, 100% recycled fabrics, the animal characters, including unicorns, giraffes, pandas and cats, are ideal for clipping onto everyday accessories or collecting with friends. Their affordable price and gifting appeal make them an easy pick-up for shoppers looking for a little something special. From creative crafts and educational discoveries to collectible plush companions, KidAntics' pocket money range offers something for a range of young customers. Combining accessible price points with strong play value and collectability, the collection is well positioned to drive impulse purchases and keep children coming back for their next find.
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Playground Crazes & Pocket Money Collectibles Hunter Price 01616 531 306 | www.hunterprice.com | home@hunterprice.co.uk From a refreshed Sensory ToyBox and new Kawaii collectibles, to the launch of Airgo Balls and squishie development across Squish & Squiggle, Taba Mochi, Tiniez and 3D Labs, Hunter Price is investing across every corner of the pocket money category. For Toy Mania, the category is entering a new era, with physical play, playground trends and social interaction in the spotlight. Leading the new season is a brand refresh for Toy Mania’s Sensory ToyBox, which will launch in retail this month. Already established as a key player for the top fidget trends, sensory crazes and collectible pocket money toys, the refreshed identity marks the next chapter for one of Hunter Price's hero brands. The investment reflects the company’s confidence in the category, with a packed pipeline of new product development, increased brand and retail marketing support planned for the months ahead. The refreshed range introduces a new Kawaii-inspired collection featuring collectible clickers, sensory fidgets and impulse pocket money lines designed to encourage collecting, swapping and repeat purchase. Looking ahead, Hunter Price is continuing to broaden its thinking around sensory play, with future developments designed to appeal to an even wider audience as consumer behaviours continue to evolve. Beyond squishies, Hunter Price has turned its focus to the physical play factor of pocket money toys with its up-and-coming launch of Toy Mania Airgo Balls, designed to encourage movement, skill-building and friendly competition. The range taps into a growing appetite for active playground fun that gets children moving. Further information will be available soon regarding Hunter Price’s Airgo Balls, which includes a broad product programme featuring different materials, colours, themes and formats. The launch lends itself strongly to a content-led marketing campaign, social challenges, creator collaborations and retailer marketing support to help drive awareness and excitement both online and in store. Innovation continues across the wider Toy Mania portfolio. Squish & Squiggle is expanding with fresh formats, travel-friendly products and wearable sensory play. Taba Mochi builds on the continued popularity of Taba squishies, with an expanded programme ranging from miniature collectibles and stickers, through to larger premium formats, giving retailers multiple price points and opportunities. Toy Mania’s 3D Labs brand offering continues to evolve as social media continues to fuel the popularity of turning creator trends into scalable retail products. Collectible fans can also look forward to further innovation within Tiniez, with fresh characters, themes and formats designed to encourage repeat purchase and build long-term collectability. Hunter Price has achieved significant growth across North America and will be showcasing its latest Toy Mania launches during LA Previews from 13th - 18th September.
John Leisure 01616 526 661 | kay@john-toys.com Following a record-breaking season, John Leisure entered its 2027 customer preview events with momentum. As the pleasure of active outdoor play persists to stay in fashion, its products continue to be enjoyed by children and families alike. By combining quality, innovation and affordability, John Leisure offers retailers a broad portfolio of licensed outdoor toys and pocket-money lines, spanning worldleading brands and licences including Disney, Marvel, Peppa Pig, PAW Patrol, Bluey, Sonic the Hedgehog and many more. Leading the way are the 5-inch licensed Play Balls, which remain one of the company’s biggest volume drivers. Bright, durable and ideal for outdoor fun, they continue to deliver excellent sell-through and outstanding value for retailers and consumers alike. Also proving hugely popular are the High Bounce PU Balls. Manufactured from premium polyurethane to deliver exceptional bounce performance, the range continues to expand with licensed designs, including Bluey, Peppa Pig, SpongeBob SquarePants and Hello Kitty & Kuromi. John Leisure’s expanding pocket-money collection has been further strengthened following the award of a new basic bubbles licence from The Walt Disney Company. The company received positive response during this year's customer preview events for its new 60ml Basic Soap Bubbles, featuring the popular maze game in the lid, and 120ml Disney & Marvel Bubble Wands. Alongside these, the Water Games with Rings, Foam Water Pumpers and new Activity Boxes continue to broaden the licensed pocket-money offerings. Together with outdoor ranges, they provide retailers with more choice across value-driven impulse categories while encouraging active, imaginative play. Following a record season and positive responses to its 2027 collection, John Leisure plans to work closely with retail partners to build on this momentum. It is continuing to drive growth through innovation, market-leading licences and an ever-expanding range of outdoor and pocket-money products that deliver value for retailers and fun for children.
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Playground Crazes & Pocket Money Collectibles Skillmatics 01244 940 200 | 07764 369 245 | www.skillmaticsworld.com david.kelly@skillmaticsworld.com Skillmatics is bringing its award-winning line-up into the pocket-money collectibles sector with a portfolio of compact products designed for onthe-go fun and creative mini projects. Alongside travel-sized versions of established Skillmatics formats, new launches tap into the popularity of mystery collectibles by combining surprise reveals with activities fans can make, keep or share as gifts. Shake Its! Blind Bags combine surprise and creativity with fun display appeal. Available in Amazing Animals and Magical Princess themes, each pack lets fans fill a mystery character shape with sparkly beads and colourful confetti. Kids can seal it, shake it and add a keychain. The finished creation can then be attached to a bag or used as room décor. Budding magicians can learn, practise and perform new tricks with Skillmatics' Magical Box range. Each compact set focuses on a different illusion, from making coins appear and disappear to predicting cards, reading minds and staging playful pranks. With multiple tricks to discover, the range combines collectability with interactive play that can be shared with friends and family. Mess-free creativity comes in highly accessible mini formats with Dot It! Minis, Magical Scratch Art and many more. Skillmatics mini range offer self-contained creative projects at pocket-money price points, making them ideal for shorter creativity sessions or on-the-go play. Dot It! Minis includes more than 250 stickers for creating five themed pictures, with designs spanning cute critters, farm animals, dinosaurs, unicorns, princesses and creepy crawlies. Magical Scratch Art combines scratch-reveal pictures with sticker play, giving fans 10 pictures, two styluses and more than 30 scratch stickers to use across colourful themed backdrops. Furbitz offers an original take on the bag-charm trend, ideal for dog lovers. Each breed-specific keychain can be opened and filled with a small tuft of their dog's fur, allowing owners to carry a little piece of their pooch with them. Designs include French Bulldog, Dachshund, Poodle and Golden Retriever/Labrador, combining personalisation, sentiment and collectability with the love of a cherished family pet. Matchbox Minis strengthens the gifting and collectibles offer with a range of miniature handmade crochet keychains presented in distinctive matchbox-style packaging. Featuring quirky food and animal-inspired characters, the sentiment-led range is designed for collecting and sharing, while also working as a thoughtful little gift or bag accessory. A space for a personal message on the back adds to the gifting appeal, giving each Matchbox Mini a greeting-card feel. Retail support will form an important part of the mini collections, with CDU and display options designed to maximise visibility and make the ranges easy to shop. The compact formats also allow retailers to merchandise multiple lines together, creating a colourful destination for small treats, rewards and spontaneous purchases.
Click 01604 356 551 | www.clickdistribution.co.uk | click@clickdistributionuk.com Today's kids don't just buy things, they personalise them and StyleStix, distributed in the UK by Click, sits right at the intersection of that trend: collectability, customisation and social sharing, all in one pocket-money pack. StyleStix are premium stickers that stick to anything, including clothes, bags, trainers, phone cases, water bottles, wellies and more. No heat, water or glue is needed as users simply peel, press and reveal. They can be removed with a rubber or after several washes, so kids can restyle as often as they like, making each pack a repeatable play pattern rather than a one-and-done sticker sheet. The format is built for collectability as each blind pack features one of 12 themes plus a secret 13th, with the debut BFFs series spanning Beach Besties, Creepy Cuties, Paw Pals and Fiesta Friends. The mystery-pack reveal, combined with a tactile, screen-free activity, taps into the anti-algorithm trend shaping family entertainment choices right now. The range includes StyleStix Series 1 Mystery Pack with 20 stickers, StyleStix Series 1 Mystery Pack with 40 stickers and StyleStix Decorator Multipack, which is coming soon. StyleStix is available now at Smyths, Amazon, Morrisons and B&M with The Entertainer and Argos shortly joining the stockist line-up. Series 2 and 3 will land later this year, keeping the collect-and-trade engine running through to Christmas. Retail and marketing support is already in full swing, with a 360-degree drive designed to get products into kids' hands and keep StyleStix at the front of minds through back-to-school and beyond. In August, the Click’s free Peel, Press & Create StyleStix Station toured 15 Smyths Toys Superstores nationwide, the first in a wider programme of retail and sampling events getting the product direct to kids through hands-on trial, sampler packs, an in-store letter hunt and an on-the-day competition. This sits alongside targeted sampling across UK homes and in-store activity, celebrity gifting, TikTok and YouTube influencer collaborations and media advertising. Further retail events are planned for the back-to-school and Christmas periods. For pocket-money shoppers and playground crazes alike, StyleStix offers an affordable, collectible entry point into the personalisation trend already driving youth culture.
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Pocket sized plush that’s machine washable and suitable from birth, at pocket-money prices.
Free Point of Sale with your first order. Stock Cuddle Cubs by Charlie Bears today Contact our Sales Team at: uk-sales@charliebears.com
Playground Crazes & Pocket Money Collectibles KTL 01395 234 600 | www.kandytoys.co.uk enquiries@kandytoys.co.uk KTL is continuing to strengthen its position in the fast-moving pocket money category, following another successful year of sales driven by the latest playground crazes and social media trends. As children head back to school this September, KTL expects demand to remain strong, with the popularity of squishy collectibles and trending fidget toys showing no signs of slowing down. Viral content across platforms such as TikTok and YouTube continues to influence children's purchasing habits, with playgrounds quickly becoming the place where the latest finds are shown off, traded and collected. Trading culture has become a major driver within the category, particularly for collectible fidgets and squishies, and KTL has responded by continuing to invest in trend-led products that offer strong repeat purchase potential at accessible pocket money price points. This autumn sees the launch of several exciting new additions to the KTL range, including the exclusive Squasage Roll and adorable Squishy Sushi Jumbo Squishies. Designed to tap into the booming demand for jumbo squishy toys the new ranges combine eye-catching designs with the tactile appeal that continues to make squishies one of the biggest crazes of the year. KTL is also expanding its hugely successful 3D Fidgelets collection with an array of brand-new articulated characters, alongside the introduction of Clicker Keyrings, adding another satisfying fidget element to an already popular range. The collectible assortment offers plenty of opportunities for children to build collections, swap with friends and discover new favourites. KTL will continue to monitor the latest trends closely, enabling the team to bring new products to market quickly as demand evolves. With exclusive launches, regular range extensions and an ever-growing pocket money offering, retailers can be confident they'll always have access to the latest must-have collectibles.
Jakks Pacific www.jakks.com Jakks Pacific is introducing Ring Queens, the brand-new collectible where beauty play and collectibles collide, combining wearable jewellery, nail styling and imaginative doll play in one colourful range that's set to become a popular choice for style-loving kids. Designed for a generation that loves to personalise everything, Ring Queens lets children create their own complete look by styling their nails to match their favourite Queen then wearing that doll as a ring. They simply pick a Queen and match their nails. Each collectible character transforms into a wearable ring and comes with more than 40 nail stickers inspired by her unique style, allowing kids to mix, match and express themselves while dreaming up endless adventures for their growing Ring Queens collection. Whether they're obsessed with magical mermaids, sweet treats, cute animals or fruity fashion, there's a Ring Queen to match every personality. With collectible characters including Amethyst Mermaid, Miss Meow, Watermelon Glow, Llama Love and Juicy Grape, each Ring Queen has her own unique style to wear, swap, share and collect. Better still, every doll features movable legs or a swishy mermaid tail, bringing their characters to life and making every playtime adventure even more magical. For even more fashion fun, the range also includes themed twopacks featuring kid-safe peel-off nail polish and over 150 nail stickers and gem accessories, alongside the ultimate Salon & Styling Playset that transforms from a carry case into a beauty salon and runway. Kids can create matching manicures inspired by their favourite Queen, style their collection and invent adventures for every character, the dolls have articulated legs or tails for movement, making every play session unique. With wearable rings, collectible characters and endless styling possibilities, Ring Queens is set to become the accessory young fashion fans will want to wear, collect and share. Ring Queens are available in a range of affordable collectible single packs and two packs as well as the Salon & Styling Playset including two exclusive Ring Queens dolls.
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Playground Crazes & Pocket Money Collectibles Craft Buddy 02034 176 565 | www.craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk Craft Buddy is expanding its Crystal Art pocket money offer around three simple motivations: make it, collect it and share it. By combining globally recognised characters with creative activity, the company gives consumers more than a quick reveal. Each purchase becomes something to complete, wear, display, swap or add to a growing collection. Harry Potter is set to be a major focus as excitement builds around HBO’s new original series, Harry Potter and the Philosopher’s Stone, debuting at Christmas 2026. The Harry Potter Crystal Art Sticker Album, supplied with two sticker packs, provides a complete starter experience within the pocket money bracket. Additional packs encourage fans to hunt for missing stickers, compare collections and swap duplicates in the playground. The wider Harry Potter collection gives retailers further opportunities to build a coordinated display, with Crystal Art Buddies Kits, Bag Charms and Pin Badges allowing fans to collect favourite characters across several affordable formats. The 16-design Pin Badge collection adds a wearable and displayable element that encourages repeat purchase. Blind bags remain central to the excitement of pocket money collecting. Care Bears Crystal Art Keyring Blind Bags have 11 characters to collect. Each pack combines the surprise of discovering a mystery character with a simple Crystal Art activity, resulting in a finished keyring that can be used, displayed or traded. Fuzzballs Crystal Art Bag Charm Kits bring the brand’s quirky sense of humour and personality-led collecting to bags and accessories. Hello Kitty and Friends also features across Bag Charms and Crystal Art Buddies, giving fans more ways to build collections one character at a time. Craft Buddy’s Crystal Art Buddies Kits also connect pocket money purchases with some of 2026’s biggest cinema moments. Character ranges linked to Disney and Pixar’s Toy Story 5, Illumination’s Minions & Monsters and Disney’s live-action Moana give retailers timely opportunities to capitalise on blockbuster awareness and bring recognisable favourites together in compact, easy-to-merchandise displays. For retailers, the strength of the category lies in products that are affordable, easy to understand and capable of creating an ongoing collecting goal. Its familiar licences and achievable prices also make the range suitable for gifting, rewards and self-purchase across age groups. Counter displays, clearly numbered collections and multiple characters can turn a spontaneous purchase into a playground craze. Across sticker albums, blind bags, keyrings, Bag Charms, Pin Badges and Buddies, Craft Buddy is combining accessible prices with creativity, collectability and social interaction, turning pocket money purchases into experiences that continue long after the pack has been opened.
Craze Toys +34 697 928 308 | www.craze.toys | manuel.longo@craze-group.com Craze entered the pocket money market at London Toy Fair this year with the launch of Inkee, its own bathtime inspired brand that combines fizzing bath bombs with collectible figures. With bright colours, creative shapes and sweet scents, all dermatologically tested and 100% vegan, Inkee turns bath time into a playground of the senses and delivers a play element as children watch to see which toy or character is hidden inside their bath bomb. Inkee is proving to be a popular, impulse friendly blind bag purchase at a pocket money price and the range includes themes from dinosaurs and princesses to rescue vehicles and racing cars, as well as mermaids, unicorns and dragons. Strengthening the Inkee offering is an impressive list of licences where Craze has partnered with some of the hottest global properties to drive collectability, with the UK launch featuring collections for Paw Patrol, Peppa Pig, Hello Kitty and SpongeBob SquarePants. Each licensed series includes highly detailed collectible figures of all the classic characters that can also be used as ink stampers, meaning children can play creatively once bathtime is over. With other pocket money priced bath and beauty items in the Inkee range such as face masks, fizzers and bubble bath sachets, retailers interested in stocking Inkee via Craze’s distribution partner DKB can benefit from eye-catching FSDU and CDU merchandising options as well as excellent margin opportunities. Craze is also excited to be bringing Top Fashion and Glime to the UK this autumn. Competitive entry price points are sure to appeal to retailers and consumers, plus the collectible element in both brands will help drive demand. Top Fashion pocket money highlights include the glamourous lip balms and lip glosses where young fashionistas will want to collect all the fruity aromas and flavours. This playful beauty range is all about creativity and self-expression with each product designed to mix, match and experiment. The Top Fashion offering will also be extended when Kuromi and K-Pop inspired ranges arrive later in the year. Glamour then meets slime in Glime, Craze’s new revolution in the compound category that includes a surprise factor for a premium unboxing and sensory experience. The soft, stretchy slime used in Glime is enhanced with various toppings for creative decorating fun, individually packaged in glittering sachets with a surprise collectible figure hidden in each box for added play value. There are sixteen stylish pots to collect in the introductory blind box range, with beauty vibe themes such as Candy Flash, Moon Glow and Sugar Cloud for children to choose from. An entry price point Glime Mini is also being introduced to support the Glime launch and will hit a pocket money sweet spot, with each colourful miniature slime pot coming with a keychain for clip and go fun.
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Playground Crazes & Pocket Money Collectibles Trends UK 01295 768 078 | www.trendsuk.co.uk | info@trendsuk.co.uk Collectible crafts at pocket money prices are the order of the day with Hama’s counter displayed blister sets from Trends UK. The Hama Small Bead Kit Assorted CDU offers a bright and varied selection of mini craft sets, ideal for creative fun and quick makeandplay projects. Each CDU houses 11 sets with four fun themes to choose from; Glow in the Dark, Princess, Dog and Safari. Each blister pack has everything users need to complete the projects including 375–400 beads, pegboards, a design card and ironing paper. The result is a colourful long lasting bead creation to be proud of that can be displayed with pride or shared with friends in the playground. Once the bead pattern is arranged, kids simply place the ironing paper over the top and have an adult iron the design to fuse the beads together. Once finished, the piece can be lifted from the pegboard to reveal a bright, longlasting creation ready for display or imaginative play. The Hama blister packs are an ideal pocket money treat and can be a top-up project for an existing Hama fan or even inspire a new hobby that can be built on with other affordable sets such as Hama Hanging Boxes. The kits allow multiple themed decorations and have up to 2000 Hama beads within to get creative with.
Lego 01753 495 000 | www.lego.com The Lego Group knows that the thrill of collecting is a play pattern all its own - the mystery of a blind box, the satisfaction of completing a set and the pride of showing off a full run to friends. This season's ranges tap directly into that instinct, with collectible lines spanning pocket-money impulse buys through to premium, tech-enabled builds, giving retailers a genuine something-for-everyone story to shout about. Available now, the Lego Minifigures Shrek Series is a brilliant entry point for builders aged 6 and up. Twelve mystery characters, including Shrek, Fiona, Donkey, Puss in Boots, Gingy and Lord Farquaad, are hidden inside identical sealed boxes, so collectors won't know who they've got until they open it. Most come with a themed accessory for added play value, and at under £4, it's exactly the kind of low-commitment, high-reward purchase that fuels swapping and trading in the playground. The Lego Minifigures Shrek Series alongside other Lego collections such as the Lego Editions Olivia Rodrigo collection and Lego Pokémon Smart Play range give customers a complete collectibles story for the season.
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www.keycraftglobal.com
Playground Crazes & Pocket Money Collectibles Basic Fun! UK 0118 925 3270 | www.basicfun.com | bfuk@basicfun.com Basic Fun! UK is gearing up for one of its biggest seasons yet, bringing together the playground crazes and pocket money collectibles kids can't stop talking about. From customisable fantasy figures, Care Bears blind boxes to mini K-pop dolls, there's something to spark every collector's imagination this autumn. Dungeons & Dragons Questers is a brand-new line of highly detailed, customisable collectible figures inspired by the world of D&D, spanning Creature, Adventurer and Monster tiers from £8.99 to £19.99. Each figure snaps apart into interchangeable sections for endless mix-and-match combinations, while a rollable D20 die and collector card unlock every hero's quest. Designed to bridge generations, Questers connects D&D fan parents with their kids, recruiting the next wave of adventurers into collecting and shared storytelling. Care Bears collectibles continue to be one of the hottest stories in plush, with Caring Cuties and Sugar Cuties Blind Boxes flying off shelves and creating huge excitement with kids and kidult collectors alike. Building on this phenomenal momentum, Basic Fun! is introducing Wave 2 Caring Cuties, Wave 2 Sugar Cuties and the all-new Cutie Companions and Sweet Blooms Blind Boxes for autumn/winter 2026, fuelling repeat purchases and keeping the Care Bears craze growing well into 2027. Riding the wave of the K-pop craze sweeping playgrounds everywhere, the new Series 2 K-pop Fashion Dolls let fans channel their inner idols as well as the brand-new KPop Palz 3D. Each articulated figure is inspired by the style, energy and stage presence of today's biggest KPop idols, featuring detailed outfits, expressive designs and movable joints for dynamic poses and interchangeable hair; ideal for collecting, displaying or recreating fanfavourite performances, these stylish figures let fans build their own KPop line-up with over six figures to collect. For more information about Basic Fun! UK's 2026 portfolio, which benefits from the support of a huge programme of marketing activity, please contact UK Sales via the details above.
Keycraft 01779 478 078 | www.keycraftglobal.com | sales@keycraftglobal.com Following its official launch in July, The Big Squij is making its mark in the squishy category, with more characters, seasonal styles and new designs joining the range. Created by Keycraft, The Big Squij takes everything kids (and adults) love about squishies and makes it big. Each Squij is jumbo-sized, super-soft and slow-rise, creating that satisfying squish that makes them difficult to put down. Their larger size gives each design plenty of personality too, with fun characters that standout on shelf and lend themselves perfectly to social media. There are now more than 15 styles to collect, including some of the newest additions to the range: Penguin, Dachshund, Chilli and Turkey, along with many more characters and designs. The variety is a big part of the appeal, with each Squij having its own look and personality while keeping the same super-soft, slow-rise feel across the collection. Fans can choose the characters that catch their eye, find their favourites and build their own Big Squij collection. With new styles continuing to join the range, there is always another character for fans to look out for, helping to keep things fresh and encourage repeat purchases. The Ghost and Pumpkin have now joined the range for Halloween, bringing a seasonal twist to The Big Squij collection. With further characters and styles on the way, there will be even more for fans to discover. The Big Squij is available through independent and selected national retailers across the UK, Europe and the US. Keycraft is supporting The Big Squij with an ongoing mix of social media, influencer and PR activity. In July, the brand headed to Sweet Suite in New York, where the range was showcased to media and influencers. Influencer activity has also included giveaways, unboxings and product content, giving audiences a closer look at the different characters. On social media, The Big Squij is continuing to build awareness with a ‘follow for your daily squish’ approach, introducing new characters, teasing upcoming styles and sharing more of the fun behind the brand. Throughout September 2026, Keycraft will be showcasing the full Big Squij range at its Los Angeles showroom, giving customers the chance to see the collection together and get a first look at what is coming next.
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Playground Crazes & Pocket Money Collectibles Innov8 Creative Academy richard@toplinetoys.co.uk | stacey@remarkablebrandsinc.com Bad Date Bears, the viral dating-inspired plush brand, is making its UK debut this autumn with Top Line Toys. Bad Date Bears turns the red flags and dating disasters taking over TikTok, group chats and pop culture into collectible plush. Meet Situationship Steve, Gaslight Gus, Love Bomb Louis, Friendzone Fred, The Ick and Frank the Fish, turning dating disasters into something people can laugh about, share with their friends and collect. Dating has become entertainment. TikTok feeds and group chats are filled with people sharing stories, spotting red flags and comparing notes, while shows like Love Island turn relationship drama into must-watch viewing. The 2026 series launched to 2.1m viewers and continues to deliver ITV’s biggest 16–34 audience of the year. On TikTok, #situationship alone has generated 7b global views. There’s been a cultural shift in the way people talk about dating. Instead of hiding the disastrous date, people are naming the behaviour, calling out the red flags, sharing the story and laughing about it. Each Bad Date Bear has its own questionable personality, with dating-profile-inspired packaging, character bios and messages that reveal exactly what consumers are getting into. And every bear carries the brand’s signature: a red flag embroidered on its bum. That combination of humour, relatability and collectability gives Bad Date Bears room to keep growing. Dating trends change, new behaviours emerge and new terminology catches fire on social media. And because everyone has a bad date story, there will always be another red flag waiting to become a bear. The reaction has been immediate. Bad Date Bears debuted at New York Toy Fair, where it was featured as a Top Trend by The Toy Association. The initial collection spans 12-inch and 7-inch plush, 4.5-inch clip-ons and Blind Dates mystery plush, with Series 2 already in development and seasonal collections in the pipeline. Halloween opens up an entirely new dating pool, including a few characters who take ‘ghosting’ very literally. Created by Laura Frerichs of ThinkingCap, Bad Date Bears is being brought to market with Gavin Lawler and Innov8 Creative Academy and launches in the UK in autumn 2026 with Top Line Toys.
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Smyths has announced that it will be opening its first store located in a shopping centre this November. This potentially opens up new avenues for Smyths, and I am sure other toy retailers (particularly those located in shopping centres) will be keeping a close eye on the situation. The new High Wycombe store will be over 21,000 sq ft, so it’s not exactly a small format store and it will be directly competing with the likes of The Entertainer, SMF, Toy Barnhaus and other toy retailers who favour shopping centre locations. And, of course, not every shopping centre has a large enough space to accommodate that kind of Smyths outlet (although there must a few with vacant space left by the likes of John Lewis, Debenhams and other tenants who took chunky sites). But if this new direction works, it will certainly give Smyths pause for thought about the potential of opening in other locations. I wonder how many toy retailers currently based in shopping centres have ‘specialist toy exclusivity’ built into their contracts… In other retail news, The Entertainer has announced that it will be opening a new flagship store in the Trafford Centre, Manchester. Scheduled to open in September, the new store is expected to rival The Entertainer’s Bluewater store for the top sales ranking among the chain’s 150+ shops. The Entertainer will also be partnering with Guernsey-based retailer Creasey’s, to take over operation of the 127-year-old department store’s toy business. The new 3,000 sq ft concession will arrive at the Creasey flagship St Peter Port store in time for October half-term, bringing The Entertainer’s range to Guernsey for the first time, while adding to the retailer’s existing Channel Islands presence in St Helier, Jersey… Amazon has seen double-digit growth in its second quarter sales, exceeding $200b. Conversely, Morrisons' losses have deepened to over £900m in the last financial year, with the retailer blaming a cyber-attack in 2024 and write-downs from its foray into convenience stores. A big hole for Bobby Arora and his team to help fill with their involvement in the supermarket’s nonfood categories moving forward… Over in the US, the tariff refund situation has taken an intriguing turn in recent weeks. Having been ruled illegal, the US government has been returning tariff money to businesses. Apple has received a whopping $2.2b refund this quarter, while Amazon picked up a cool $640m. But as it was often their customers that paid the tariffs, not the companies themselves, will they be returning money to them? Right now, that doesn’t appear to be the case. So, the tariff debacle has actually turned out to be a phenomenal money-spinner for corporate America… at the expense of consumers. Which rather make the President the opposite of Robin Hood – robbing the poor to give to the rich… Subsequently, we saw the first company to come out and publicly state that it would be using the tariff refund money to hold prices down, rather than raising them in the second half of the year due to rising costs as a result of the ongoing (now bordering on farcical) situation in Iran – and it’s great to see that it’s a toy company leading the way. So, well done Spin Master for showing other companies that it can be done. Having just
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purchased a new iPhone, it would have been nice if Apple had chosen a similar path – but I am not going to hold my breath on that one… However, having lost one court battle, President Trump has taken the pin out of another grenade, imposing new tariffs of either 10 or 12.5% on 60 trading partners, accusing them of failing to properly tackle forced labour practices. The UK is on that list. Apart from a few misguided Gen Z-ers moaning about having to work in an actual office rather than at home, I am struggling to see how this accusation applies to us. Other countries are similarly bemused. The move covers over 99% of US imports, and on the face of it, it just looks like an excuse to reintroduce tariffs. Wonderful… The organisers of the Spring and Autumn Fair are throwing their weight behind a new campaign calling for 90 minutes’ free parking in town and city centres across England. It’s a campaign that I am sure many consumers and retailers will wholeheartedly agree with. I think most of us accept that High Streets need all the help they can get to thrive (or even survive), and any practical action that can encourage shoppers to come back to physical shopping has to be welcomed. I suspect that implementing such a scheme would have its challenges – many car parks are privately-run, while council-run car parks generate valuable revenue at a time when councils are struggling to balance the books. However, the basic principle is sound, and this is a great way to at least start the conversation about how best to support High Streets and retailers. Let’s hope the government listens and starts to explore how it can better support the High Street in its hour of need… Although Toy Fair season is still six months away, preparation is well underway behind the scenes. The BTHA has announced that early exhibitor demand for next year’s London Toy Fair is strong, with a hefty proportion of stand space already allocated, including a sold-out Gold Zone. So, companies still thinking about exhibiting should probably get a wiggle on, as space is filling up fast. The Toy World team will be there in our traditional position between the two ground floor halls, and with London essentially representing the start of Toy Fair Season (now that the Hong Kong Toy Fair has largely become a regional rather than international event), it’s a great way to kick things off in style for 2027… There have been reports in Italy that the Giochi Preziosi restructuring process is moving closer to being resolved. One article I read suggested that GP’s main manufacturing Chinese partner Superhisen is poised to become the majority shareholder through an 80m Euro capital injection. The proposed deal, which is subject to court approval, would mark the end of the Preziosi family’s control of the company, as well as that of Spanish subsidiary Famosa. However, there is a fairly major caveat: apparently additional investment would still be required, as the Superhisen money would not fully cover the company’s current financial shortfall. Given the need for more investors and court approval, there could yet be further twists and turns before the deal is confirmed, but fingers crossed it reaches fruition soon.