TWM_Kidult Supplement November 2025

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Back to the toybox

As adult consumers increasingly make up a significant part of the customer base for toys, the Kidult category has become more established in toy retail stores than ever. Gabriela Jiménez García speaks with a selection of leading players in the sector to discover the latest trends and gathers insights into how the Kidult market is expected to perform in 2026 and beyond.

The Cambridge dictionary defines a Kidult as “an adult who likes doing or buying things that are intended for children”. Originally coined by the television industry in the 1950s to describe adult viewers of children’s shows, the term has since evolved into a popular marketing tag for products, eventually becoming an established category in the toy trade.

While adult collectors have always existed – companies such as Hornby Hobbies, Meccano, Lego and Cobi have counted Kidults as a key part of their fanbase for decades – the idea of an adult going to a toy store to buy plush or a baby doll for themselves was perhaps once considered a little unusual. Fast-forward to today, and the rise of social media has placed Kidult culture firmly in the mainstream. Platforms, including TikTok and Instagram, now feature bustling communities of adult collectors who regularly showcase their pop culture figurines, dolls, sensory and fidget toys, cute plushies and anime

merchandise to their millions of followers. This increasing exposure, together with a thriving adult toy market driven by nostalgia, community and emotional connections to childhood favourites, has made being a Kidult more widely accepted - and even celebrated - than ever.

Jayne Carpenter, owner of Totally Toys in Bristol, tells Toy World that although the Kidult category has always been present, it is now much more prevalent than in previous years. “Kidult has always existed, and there have always been adult consumers purchasing Pokémon trading cards, Lego building sets and Epoch’s Sylvanian Families figurines; what’s changed is that it has become more accepted,” she says. “With a product such as Sylvanian Families, I feel like there are two types of adult consumers: those who either didn't have Sylvanian Families figurines growing up and can now afford to buy them for themselves, or those persuaded by a feeling of nostalgia and wishing to reconnect with their childhoods.”

Nonetheless, the widespread and diverse Kidult audience has led to the category becoming increasingly difficult to define. It’s not just high-end die cast vehicles and premium action figures that make up the Kidult category; toys that were traditionally labelled a child’s plaything can now also be considered a collector’s item, and some retailers have spoken up about the blurred line between Kidult and children's ranges.

“Kidult is so hard to define, but it is booming,” comments Hamleys’ senior international buyer, Karen Dennett. “Robosen, one of our Top Toys for Christmas, is Kidult; Lego is Kidult. Our Harry Potter area and Pop Mart downstairs both attract Kidult shoppers, as well as our gaming chairs and tech range. At Comic Con this year, there was even a Sylvanian Families display, showcasing the blind bag element. At Hamleys, we do tend to say the Kidult section is in our basement, but in reality, it’s dotted throughout the store as well.”

Feature Kidult

Ciaran Chivers-Procter, Brand manager at Bandai, tells us that what was previously seen as a niche sector is now firmly recognised as a growth driver. He tells us: “We’ve seen retailers, from specialists like Forbidden Planet and HMV through to more mainstream stores such as Hobbycraft, Smyths and The Entertainer, dedicating far more space and resources to Kidult ranges. All these retailers have taken notice and have acted, realising that it’s a sustained consumer trend with long-term potential.”

James Carnell, Commercial director at Kandy Toys, agrees that the Kidult trend is continuing to gather real momentum and showing no signs of slowing down. “We're seeing more retailers recognising the commercial potential of this growing demographic and actively looking to get involved,” he says. “It’s become clear that this isn’t just a passing fad; it’s a cultural shift. Many retailers who may have previously been hesitant are now proactively reaching out to us, keen to diversify their offerings and tap into this increasingly lucrative market. The appetite for collectibles, nostalgia-driven products and design-led toys among adults is stronger than ever.”

In August, it was announced that the Grant family was stepping away and transferring its 100% ownership of The Entertainer to an Employee Ownership Trust (EOT). With the transfer now completed, the retailer is currently undergoing major strategic shifts, including a hugely expanded Kidult range that will boost its SKU count by around 20%. The decision for the retailer to expand on its Kidult offering is set to have a significant impact on the category, contributing to its further growth and bringing increased opportunities for Kidult suppliers.

“The Entertainer’s decision to introduce a significant Kidult offering to its portfolio is a huge validation moment for the category,” says Abel Dzienciolski, founder and CEO of Ancory. “When a retailer with such a strong family positioning embraces Kidult, it signals to the entire market that this is a longterm trend, not an ephemeral one. It will also push other mainstream retailers to rethink their own assortments and create more dedicated spaces for older fans and collectors.”

Kandy Toys' James Carnell also thinks that The Entertainer's commitment to the Kidult space will help to further establish the category and enhance its popularity. “As one of the UK's most prominent toy retailers, The Entertainer’s endorsement lends considerable credibility and visibility to the trend,” he says. “The retailer’s nationwide reach and strong presence both in-store and online will help normalise Kidult purchases among a broader audience, including those who may not have previously considered shopping in the toy aisle for themselves. We anticipate that this move will encourage even more retailers to follow suit and could help cement Kidult as a core part of the toy retail landscape.”

Nic Aldridge, Group head of Marketing at Heathside, agrees that The Entertainer’s decision to incorporate more Kidult ranges in its offerings will be a significant turning point for the category, and views this move as an important new chapter for the retailer. “I think this will be a big step forward for the category, and a big learning curve for the team at the Entertainer,” he says. “We are working closely with them to develop a range that will be perfect for their customer base as they advance in this area; exciting times are ahead, both for us and for them.”

With fandom, collectability and nostalgia-driven purchases as the recurring trends that fuel the fastgrowing Kidult market, numerous suppliers in this space continue to tap into the demand for products featuring classic licences and retro brands, enabling consumers to reconnect with their childhood icons. Since its creation in 1898, Meccano has captured the imagination of budding engineers around the world. Generation after generation, builders have learned the basics of mechanics, design and problem-solving, all while bringing their creative visions to life. Now Addo Play is reimagining Meccano for the

modern age while staying true to its roots, as the iconic brand is returning to shelves globally, inspiring a generation of adult fans who never stopped building. In the past few months alone, Meccano has generated over 11m content views, and according to senior marketing manager Peter Fuller: “This is not just nostalgia driving engagement – Meccano’s new and modernised, user-friendly website has become a digital home for fans old and new, featuring brand news, history and downloadable classic instruction manuals, ensuring Meccano’s legacy remains alive and buildable.”

Mattel is another one of the leading companies to announce the release of multiple nostalgic ranges across its entire portfolio of brands. Among the new additions joining the Barbie Signature collection are two new collector dolls inspired by iconic women who have revolutionised the worlds of music and sport: the Aaliyah Barbie Doll and the Venus Williams Inspiring Women Doll.

Mattel’s Polly Pocket brand is also introducing new sets featuring classic licences that today's kidults have grown up with. One of the latest additions is the Elf compact, which enables adult consumers to reminisce and reenact favourite scenes from the 2003 Elf movie. With two micro dolls, five themed accessories and iconic interior locations, this compact has been released in time for the festive season. Kidults can also celebrate Harry Potter fandom with the Harry Potter x Polly Pocket Compact. This new compact is shaped like Hogwarts and features iconic Harry Potter locations from The Sorcerer's Stone movie, released in 2001.

Heathside Trading, Amerang and MGA Entertainment are all updating their portfolios with brand-new products featuring classic licences set to transport kidults back to their childhoods. Heathside’s Khadou brand will expand its lineup with cross-collaborations on major timeless licensed properties, including Disney, Garfield and Care Bears. These new collaborations join the company's existing and vast portfolio of retro licences, including Only Fools and Horses, Dr Who and South Park, which continues to be a proven performer for the brand, being driven again by new content coming this year.

Amerang’s Super7 brand, known globally for its

popular ReAction range of 3¾” retro styled action figures, has launched a new range of vinyl figures and plush featuring licensed characters that have been celebrated by kids from the '60s all the way to the '90s. The Fun!Fun! brand of 5” tall, 2-part vinyl figures features iconic collectible characters from Peanuts, Godzilla and Sesame Street, designed to captivate kidults who grew up watching these titles on television. The latest release includes Sesame Street’s Oscar the Grouch and Grover, both available this quarter.

MGA Entertainment has also refreshed its L.O.L. Surprise! portfolio with new launches inspired by the ‘90s childhood favourites, Powerpuff Girls and Care Bears. Launched in autumn 2025, the L.O.L. Surprise! Loves the Powerpuff Girls range – which includes L.O.L. Surprise! Loves The Powerpuff Girls Tots and L.O.L. Surprise! O.M.G. Loves The Powerpuff Girls Fashion Dolls – has exceeded expectations and sold out nationwide. Meanwhile, the L.O.L Surprise! Loves Care Bears doll collection, which includes six new L.O.L. Surprise! Tots, each sporting fashions and accessories inspired by the Care Bears, has taken TikTok by storm, with Kidults excitedly unboxing their surprises on camera and showcasing their doll collections.

Bandai’s Ciaran Chivers-Procter states that blind box lines between £2.99 and £6.99 have exploded in popularity, pulling in more casual collectors for the company. “We’ve seen this in the increased rate of sales on both our Shokugan and Gashapon brands,” he says. Epoch’s Sylvanian Families blind bags, which retail at a highly accessible price of £4.99, have also been a major hit, with the Baby Collectible Baby Blind Pack Assortment winning UK Collectible Toy of the Year in January. Following the success of the Blooming Baby Friends series, the brand launched the new Baby Builders series in July, which has been met with equal enthusiasm, as evidenced by the many TikTok unboxing videos that are being uploaded to the platform daily.

Ciaran also tells Toy World that Premium statement pieces continue to be a leading trend dominating the category: “At the other end, the appetite for ‘wow' items hasn’t slowed; High-end ultra-detailed statues, Perfect Grade model kits and hyper-articulated highly detailed Tamashii figures continue to anchor the category despite their high price points,” he explains.

Like Bandai, Mighty Jaxx supplies luxury collectibles offering diverse styles to cater to Kidults in search of

more exquisite, standout pieces. The company boasts five unique styles: Xxray, Kandy, Kwistal, Arcade and Azuma Makoto. While the Xxray series is well-known for its distinctive dissective aesthetic, in which the internal anatomy of iconic characters is revealed, other styles, like Kandy and Azuma Makoto, lean into a softer, sweet aesthetic, appealing to Kidults on the lookout for whimsical collectibles. New for Q1 2026 are five new iconic blind boxes featuring the different styles which the company offers.

Heathside’s Nic Aldridge highlights the Asian blind box trend as a persisting and driving force in the category. “The success of Pop Mart and Miniso quite clearly demonstrates that Asian influence is ever-increasing,” he says. “Where a couple of years ago it seemed to be solely Anime and Japanese focused, we’re now seeing that this is broadening out to include Chinese blind boxes, of which we have an extremely strong range of top performing products coming from several Chinese suppliers. We’re also seeing that the Korean influence is strong, with Black Pink notarised as kicking off the Labubu phenomenon, but KPop (and indeed JPop) had been strong for us for some time, long before K-Pop Demon Hunters came along as the Frozen of 2020. That was why we were so pleased to sign Master Toy on Molang a couple of years ago, as we could see the tide changing in the Kidult space.”

Kandy Toys is tapping into the Chinese blind box trend with its highly successful Baby Three range of fictional kawaii plush characters in animal costumes (manufactured by Cureplaneta), which the company is distributing under licence in the UK. This collection has attracted the attention of various retailers seeking bold and unique items to add to their offerings, driven by a rising number of customers who often inquire about Asian blind box collectibles when visiting toy stores.

Totally Toys is one of the latest indies to incorporate the Baby Three range into its product lineup, after noticing the higher demand for blind box collectibles.

“Though capsule collectibles would do well for us initially, we’ve noticed that our adult customers are currently really into blind box collectibles and mystery blind bags, such as Baby Three, Fugglers and Sylvanian Families,” says Jayne Carpenter.

Ancory’s Abel Dzienciolski tells Toy World that the company is seeing an increased demand for interactive play options for adults, including toy ranges that offer relaxation or selfexpression. To cater to this demand, the company has released a new lineup of model kits under its Yolopark brand, designed for creative Kidults who wish to build their own

collectibles. Expanding on the success of its Advanced Model Kits (AMK) and AMK Mini ranges, the brand is now covering new territories and licences with the addition of classic heroes like Transformers and Evangelion, to anime sensations such as Jujutsu Kaisen and Chainsaw Man, alongside other licences set to launch across EMEA this year.

Abel also notes that the horror genre remains a significant driving force for many retailers and is an important niche within the Kidult category. Both Funko and Just Play have updated their portfolios with new horror collectibles that coincide with key releases. Funko is celebrating the arrival of Warner Bros.' brand-new television series, It: Welcome to Derry, with a brand-new lineup of Pop! figures featuring Pennywise in Funko’s signature Pop! style. Meanwhile, Just Play has announced the launch of its new Tiny Nightmares range of 3” figures depicting iconic horror movie characters from some of Universal’s and Warner Bros.’ biggest titles.

While collectibles represent a significant part of the Kidult category, adult games are also a cornerstone of the sector, providing consumers with fun ways to disconnect and socialise. WS Game Company, a Hasbro licensee, offers stylish editions of some of the world’s most popular games, enabling adult game fans to display their favourite games without sacrificing décor. At the centre of the collection is the Vintage Bookshelf (distributed by Wind Designs), which consists of a 21-title library that has gained popularity amongst retailers and families alike. Joining the collection this year are Guess Who?, Trouble and Risk, alongside longstanding favourites including Battleship, Boggle, Candy Land, Checkers & Backgammon, Connect 4 and The Game of Life.

Looking ahead to the new year, suppliers are confident that the Kidult sector will continue to thrive and prove to be an enduring category in the toy trade, rather than a short-lived fad. “2026 will be the year when Kidult becomes a permanent fixture rather than a ‘trend’,” asserts Ancory’s Abel Dzienciolski. “We expect more crossover between pop culture, art and design; products that can live on a shelf or a desk with equal pride. Retailers who build strong year-round programmes, rather than just reacting to movie releases, will capture the biggest gains. For us, the opportunity lies in expanding accessibility: making Kidult collectibles more affordable and approachable without compromising on quality or brand appeal. The goal is to keep the category inclusive, not exclusive.”

Paul Perryman, Sales and Brand manager at Amerang, also believes that the Kidult category is going to get stronger and continue gaining momentum in 2026. “As brands see the potential for growth in this sector and switch products to match the demands, the choices for both retailer and consumer will be amazing,” he says. “We are seeing this already from the brands we distribute as they are now actively adding Kidult-aimed products to their usual core offerings. We will be seeing blind bagged plush and PVC licensed key chains, more plush characters and more PVC figures and additional waves of the blind box figures.”

Heathside’s Nic Aldridge concludes: “Next year is going to be phenomenal for us, as our range of Kidult products is increasing massively across our own development as well as the strong partnerships we have with our supply partners from the US, EU and China. Our product lineup, which we presented in the LA previews in September, has been exceptionally well received, and we’ve doubled our space at Toy Fair to accommodate the wealth of new products that we will be launching in 2026.”

Over the next few pages, Toy World takes a thorough look into all things Kidult, looking in more detail at 2025’s launch line-up and what’s set to enter the category in the new year.

Retail Profile MenKind

Kidult power taps into

The Kidult market has really taken off the last couple of years. How have you seen the category develop and impact MenKind?

We’ve been able to tap into the Kidult market through collectibles and figurines where there’s a higher average selling price – items designed more for display than having play value. We’ve also been growing our range of anime collectibles, with products from the likes of McFarlane and Hasbro; this is a section that has really

MenKind, the UK-based gift and gadget retailer, provides customers with a wide range of unique gifts for every occasion, from tech and novelty items to licensed merchandise and collectibles. Kidults make up the core of its customer base, and Olivia Mayne, head of UK Buying, shares with Toy World how the category continues to shape MenKind into the retail hub it is today.

developed over the last four years, since I’ve been at MenKind.

The heart of MenKind’s DNA is very trend driven. We try to react very quickly to new trends; we’re able to bring them into the business promptly.

Do you notice seasonal trends in Kidult purchases or is demand steady yearround?

It’s an important part of the business all year round, although a large percentage of our sales are taken in Q4, as with most gifting retailers. In Q1, Q2 and Q3, sales are driven more by trends and customer demand. Funko Pop!, Bandai, Hasbro, Pokémon trading cards and the like all sell well throughout the year, and Formula 1 was massive this summer, especially the 1:5 scale F1 helmets and the Bburago range from One For Fun, which has been a huge hit.

As we move into Q4, we transition into more traditional gifting. We expand our food and drink ranges, as well as our selection of gadgets – all the

products that most people associate with MenKind. Within traditional gifting, we’re stocking products like South Park and Mr. Bean mugs with socks; so even our traditional gifting products have Kidult appeal. One of our best-selling plush lines at the minute is the Mr. Bean from Posh Paws; that has been an absolute stormer. We’ve seen huge demand for Bully from Bullseye as well.

Kidult has become a massive sales driver outside of Q4 in terms of collectibles and figurines, but within Q4, it’s got that retro Kidult appeal in traditional gifting as well.

Do you see Kidult consumers purchasing more in-store or online?

Kidults are a massive part of our customer base both in-store and online. On the MenKind website, we have creatied a Multiverse landing page for officially licensed movie, TV and gaming gifts. The product mix we offer online is slightly different, as certain product types work better online and others in-store - on the web, we’re selling a lot of T-shirts and dressing gowns, while

in-store it’s figurines that catch the customers’ eye - on both channels, as well as our wholesale channel, Kidults make up a portion of our sales. This year, we’ve got an exclusive Minecraft range from Merchant Ambassador for Minecraft arcade machines. Although this is a licence aimed at children, it has a retro feel and we’re seeing sales across all channels.

What do you see as the biggest growth drivers in the Kidult space right now?

At the moment, it’s probably collectability. The demand for Pokémon trading cards is crazy, and we

have queues outside the door in the morning. We all know there’s an issue with supply meeting demand, but customers know that too and it generates a mad rush for product whenever it arrives. The limited-editions and the hard-to-get-hold-ofs also help create huge demand.

We haven’t fully embraced the Asian blind box craze yet but hope to do so in 2026 - it’s become such a big craze across all ages that it’s something we’ll be introducing in the early part of next year. There’s lots to get excited about in the anime space too; I’ve been meeting with suppliers recently and they’ve showed me some really interesting lines, so this is another area we’re

planning on doing even more with next year, building on the success of the ranges we already stock.

What are the key anime properties at the moment?

This year, we’ve seen really strong sales for Jujutsu Kaisen and Demon Slayer, while One Piece is expected to pick up next year with the new series coming on Netflix and Hatsune Miku is always a top performer.

Anime remains very popular, and we’ve already expanded our offering by introducing Dandadan, Frieren: Beyond Journey's End, Madoka Magica and K-Pop Demon Hunters (if we can get the stock). We’ve secured a light up canvas from Pyramid International for K-Pop Demon Hunters, which we expect to be big this Christmas. Solo Leveling is another new property that’s emerged for us this year. I’m constantly looking for new trends; when I see suppliers really buying into a product range, you know things are beginning to take off.

What’s been the most surprising trend or consumer behaviour you have noticed in Kidult purchases recently?

Under the current economic circumstances, we’ve been pleasantly surprised to find that there appears to be no resistance to price. If it’s something this demographic wants or that the customer is a fan of, price doesn’t seem to be an issue. In October, our horror feature in stores included some very high price point dolls, as part of the Trick-or-Treat range. We sold more than one a week of these on some occasions - horror is a massive part of the licensed Kidult market.

British classics have had a big influence this year, and there are a lot of nostalgia lovers out there. We stocked a Shaun of the Dead Funko Pop! in the summer which immediately became a best-seller, even though the film has been out for years. Bully from Bullseye and Mr. Bean have also both been sought after, fitting into the British retro theme.

Do you try to appeal to kids as well as Kidults?

Our primary focus is our core customer base, which is teenage boys and up. However, some of our ranges do appeal to kids, particularly trending products like fidget toys – and our wider pocket money range soars during school holidays.

As a buyer, I’m not really looking for toys, but there’s an inevitable cross-over. We try to keep our offering unique and different, and we ranged the Toothless Puppetronic from Wow! Stuff this summer, when the movie came out, and also brought in the Doctor Collector How To Train Your Dragon range for the website.

How do you anticipate the Kidult category evolving at MenKind over the next

12-18 months?

I think it’s going to get even bigger and become an even greater focus for us. In a recent 2026 strategy meeting, the bulk of the conversation was looking at the Kidult and collectibles space, as well as how we will develop our range of blind boxes. We haven’t previously considered holding Collector Events as other retailers do, although we would love to start developing that side of things more.

We’re following the data and what the customers are telling us through that data. One thing’s for certain, the Kidult customer is not going away anytime soon.

Brand leader in blind box collectable dolls. These fast trending designer dolls are available exclusively and only from

Special Feature

PMI – taking risks and taking the Kidult market by storm

The Kidult category continues to grow. How is PMI staying at the forefront?

What keeps us ahead is that we don’t just follow trends; we study them. Our in-house research and insights team constantly monitor global behaviour, using AI-powered analytics to spot shifts in fan culture and collecting patterns before they hit the mainstream. Once we identify an opportunity, we make decisions quickly and we execute even faster. Our biggest advantage is that we are fast to market.

There’s a massive new wave of adults collecting - it’s almost a revolution. Kidults are everywhere. They want the same excitement kids get when opening a blind capsule, but they want it wrapped with nostalgia, attitude and the brands they grew up with.

PMI is not an outsider looking in. We’re adults ourselves, of course, with the same fire in our bellies for collectibles - it’s in our DNA. I’ve been a collector since I was a kid, and that passion didn’t go away; it simply grew. So when this whole sector started exploding, it felt like home for us.

We jumped in headfirst, making deals with evergreen brands like Naruto, Care Bears, UFC and of course, developing our Fuggler line. We asked ourselves, what would make a grown fan smile, laugh, display or even brag about? That’s our formula, and we don’t stop there. We take risks; we push packaging, formats and marketing stunts and bring energy that feels alive. That’s how PMI stays in front; we don’t play safe, we play loud.

Omer Dekel, CEO of PMI, shares with readers how the Kidult category’s continued evolution is shaping the toy industry, and how PMI continues to lead the way in the sector, targeting products with strong nostalgia and bold twists.

How do you anticipate the Kidult category evolving over the next two years?

Collecting has become a culture, and for many, even a business. We’re seeing Kidults flipping limited-editions, grading figures, trading cards and building whole communities around them - what started as play is now prestige. This wave is not slowing down. If anything, it will blow up even bigger because of social media. You can’t scroll TikTok or Instagram without seeing adults unboxing, showing shelves and flexing their collectibles. It’s not just toys anymore; it’s lifestyle, it’s fashion, it’s culture. Nostalgia is the fuel. Every few months, another evergreen brand makes a comeback and suddenly a whole generation has a need for product. When that happens, PMI is right there, ready to deliver it.

I see more virality and more products that cross over from toy to statement piece, and more collabs between worlds such as sports, fashion, gaming and entertainment. Collectibles aren’t hiding in a corner anymore. They’re the centrepiece, and adults are proud to show them off. This market is only going to keep growing.

What products have had the most success in this space?

The products that hit hardest are the ones which offer two things: strong nostalgia and a bold twist. Our UFC Punching Bag Capsules went viral because no one expected a sports collectible to feel like a blind capsule toy. Adults loved it, UFC pushed it, influencers went nuts for it and boom, success.

Then there’s Fugglers. Ugly little monsters with human teeth sounds insane, but that’s the point: it’s different, it’s loud and it makes people laugh and share. That’s Kidult in a nutshell — stuff that isn’t cute, but is unforgettable. When we dropped the Fuggler Collectibles and Keychains, the internet exploded.

And of course, there’s Naruto Shippuden. Anime is a beast. Those fans are loyal, and they want high-quality collectibles that remind them of the epic moments they have lived with. Our capsules double as displays, and that detail makes fans feel seen; that’s why they sell.

Going into 2026, can you talk to us about any new launches you have targeting this demographic?

2026 is going to be a storm. We’re not just riding the wave; we’re making it bigger. First up, we have Garena Free Fire. It’s the most downloaded mobile game in the world and we’ve locked in official trading cards and collectibles. That’s going to pull in a massive global community. Fugglers is back with Series Three full of Golden editions, wild new formats and more collabs. UFC Collectibles Season Two will have a bigger roster, fan-favourite fighters and some surprises in packaging that will blow collectors away. We’re also launching a new Care Bears line, but this time made with Kidults in mind. It’s nostalgic, emotional and display-worthy.

On top of all that, we’ve got a couple of new sportrelated collectibles in the pipeline. I can’t share details yet, but I believe they’re going to shake the market. Have you been surprised by any trends or consumer behaviour in the Kidult category?

The rise of the Chinese blind box phenomenon, Labubu, caught everyone by surprise. It grew faster and hit harder than I could have ever imagined, completely shaking up the market. Inspired by that momentum, we introduced our own Kawaii-style collectible doll, Miiloo, which is already gaining strong traction via Click in the UK and in other key international markets.

A massive surprise is the speed with which a craze can take off. Something goes viral on a Friday, and by Monday everyone’s asking stores for it. The internet moves fast, and Kidults move with it; if you don’t keep up, you’re done. Another surprise is how fearless adults have become about showing their love for toys. Ten years ago, some people would hide their collection at home. Now, they put it on TikTok, they show it in the office, and they wear it on their shirts.

The passion is unmatched. These fans are serious. They want details, accessories and display functions. They want products that respect their fandom. If you give them that, they’ll go crazy for it. That passion is what makes this market electric.

CLASSIC GAMES, BEAUTIFULLY BOUND

Discover the Vintage Bookshelf Collection — a library of classic games, elegantly disguised as novels.

Company Profile YuMe - bringing the Kidults what they want YuMe Toys

2025 has been a very good year for YuMe. The company has opened new customer accounts and expanded its retail partnerships globally, strengthening its footprint in both core toy and gifting channels. A particular highlight has been the strong reception to the company’s Kidult collectible ranges. “Collectability has always been part of YuMe’s DNA,” explains Felipe, “but this year has underlined how central it has become to our identity. By creating products that balance quality, play value and display appeal, we’re connecting with fans across generations – from children through to adults rediscovering their favourite franchises.”

Unsurprisingly, YuMe’s Stitch collections have been runaway successes in 2025, supported by the movie

Toy World caught up with Felipe Noriega, VP and Regional director of YuMe Toys, to discuss the Kidult market. Felipe shared what makes a Kidult range successful, which ranges have performed well this year and which new products will be joining the company’s extensive portfolio in 2026.

Friends continues to be an evergreen performer. Its enduring charm and cross-generational appeal make it a cornerstone brand for YuMe, particularly as collecting and gifting gain traction at retail.

“Right now, in Q4, one of our top ranges is Stranger Things collectibles, fuelled by the excitement around the fifth and final Netflix series,” adds Felipe. “With fans emotionally invested in the conclusion, demand for memorabilia and collectibles has surged. We expect record-breaking performances in all channels.”

Asked if he thought that toy retailers are becoming more open to the idea of stocking Kidult ranges, Felipe confirmed that this transformation has been remarkable, with retailers who previously considered themselves strictly children’s toy specialists now actively seeking to broaden their appeal by embracing the Kidult category. “Many are carving out dedicated zones within stores to showcase collectibles and pop culture items,” he told Toy World. “We work closely with partners to curate those spaces – not just filling shelves, but helping them tell a story that resonates with older fans and collectors. That means ranges that work as gifts, lifestyle accessories and display pieces, while still offering that spark of discovery associated with toys. The shift has created exciting new opportunities to grow the category in authentic, sustainable ways.”

Felipe believes the key to developing a successful Kidult range lies in creating products that operate on more than one level. “Fans want emotional resonance with the characters and worlds they love, but they also demand quality and innovation in execution,” he says. “Collectors especially are drawn to products that bring something fresh – whether that’s a clever unboxing mechanism, a stylised interpretation of a beloved character, or the simple joy of discovering what’s inside a blind box. At YuMe, we aim to marry those elements with storytelling. Each line is designed to feel like part of a broader experience, not just a single product.”

That approach has been fundamental to the success of YuMe’s Kidult ranges and is central to how the team approaches its future portfolio; also ensuring that it is delivering products quickly, and at prices that reflect where the world economy currently lies.

Felipe hopes 2026 will be a landmark year for YuMe. “We’re unveiling a significant lineup of new and expanded licensing partnerships across entertainment, gaming, anime and lifestyle brands. Together, they represent our most ambitious push yet into the Kidult and Collectibles markets.”

Molang is joining the YuMe family with

a heart-warming line designed to capture everyday joy. From themed mini keychain collections like Snack Time and Animal Costume series, through to soothing Little Moon Night Lights, Molang will bring whimsy and warmth to both the gifting and collectible options. It’s a collection designed to resonate across ages, from younger kids to teens and young adults.

“Building on our successful partnership with Toei Animation, we’re launching the One Piece Barrel Surprise Capsules across EMEA and ANZ.,” adds Felipe. “These bring a hands-on unboxing mechanic – cracking open a puzzle-barrel to reveal one of six Straw Hat Pirates, including fan-favourites like Luffy, Zoro and Tony Tony Chopper.” Each capsule includes stickers, a clue card, a scene card, an acrylic display stand with a nameplate and a detailed figurine. Even the barrel itself transforms into a display base, making the experience as collectible as it is playful.

YuMe will also renew and refresh its partnership with Sanrio to expand the hugely popular Hello Kitty and Friends range. The 2026 line introduces fresh formats including pull-back cars, blind-box figures, light-up keychains and sport-inspired plush. “We’re also investing in character-driven storytelling, “ says Felipe, “with a dedicated Kuromi sub-range reflecting her surging global fandom. It’s a natural evolution of one of YuMe’s strongest long-term brands, ensuring the range stays relevant and exciting for both new fans and long-time collectors.”

Alongside these headline launches, YuMe will continue to grow its capsule collectibles portfolio, introducing an all-new surprise capsule range celebrating some of the world’s most iconic anime series, such as Jujutsu Kaisen. This is joined by a line of collectibles inspired by globally beloved video game titles, perfectly positioned to capitalise on the ongoing convergence of pop culture, gaming and collectibles.

“Our 2026 portfolio underlines YuMe’s commitment to building long-term partnerships with world-leading licensors while delivering innovative, high-quality products that resonate with consumers,” Felipe concludes. “From gaming and anime to lifestyle icons, these ranges are designed to offer retailers breadth across toys, gifting and collectibles, while ensuring fans worldwide can engage with the characters they love in fresh and exciting ways.”

Mattel

01628 500 000 | www.mattel.com

For 2025, Hot Wheels brings the thrill of Formula 1 to racing fans at home, including Hot Wheels Formula 1 Race Car Assortments. Each vehicle features a metal body and chassis, and Real Riders tires with authentic details to replicate the actual, real-life race car. The display plinth and specialised packaging also enhance collectability. Players can recreate the racing excitement of the Formula 1 Grand Prix Circuit with the Hot Wheels Racing Formula 1 Grand Prix Circuit, racing the three included F1 die cast cars continuously and manually adjusting diverters to spark competition.

Mattel Brick Shop is an all-new brand delivering brick-building experiences infused with collector-grade design, interactive play and fan-favourite franchises, starting with an adrenaline-fueled Hot Wheels building series. Merging die cast heritage with brick-building brilliance, this line introduces three tiers: Speed, Elite and Premium, each offering authentic Hot Wheels style, rich detail, and high playability for builders and collectors alike.

The Premium Series debuts with the Mercedes-Benz 300 SL, a 1:12 scale masterpiece complete with opening gullwing doors, metal detailing and dynamic posing. The Elite Series brings legends like the Corvette Grand Sport and ’90 Acura NSX to life, featuring custom parts, real car decals and unique builder features. Meanwhile, the Speed Series offers fast fun with smaller-scale builds like the Cadillac Project GTP Hypercar, Custom ’68 Camaro and a Maserati MC20, perfect for quick builds and big shelf presence. Each set includes an exclusive 1:64 scale Hot Wheels die cast car to match the brick build, for the ultimate collector combo.

This holiday season, Barbie Signature celebrates culture, creativity and trailblazing women through remarkable collectible dolls designed for adult fans. The collection includes the

and shines through the packaging, whilst Ken’s suit stands out with a golden satin jacket, a white collared shirt, black trousers and a bow tie to add holiday elegance. The beautiful packaging makes the 2025 Holiday Barbie & Ken dolls the perfect collectible for the season.

Honouring the ‘Princess of R&B’, the Aaliyah Barbie Doll captures the icon’s trendsetting ’90s style with a black faux-leather look inspired by her One in a Million music video – complete with studded laceup details, statement shades and moto-chic flair. In celebration of Diwali, the Barbie Diwali Doll shines in a stunning lehenga ensemble created by renowned Indian designer Anita Dongre. The floral Moonlight Bloom look features rich prints of dahlias, jasmine and lotus, symbolising strength and beauty, paired with radiant gold accessories. Rounding out the collection, the Venus Williams Inspiring Women Doll pays tribute to the tennis legend and equality advocate. Dressed in her signature on-court uniform and green gem necklace, the doll honours Venus’s powerful legacy both in sport and social impact.

Monster High is back in black and white with the creepy cool Reel Drama collection, giving a theatrical flair to the original ghouls. Designed for adult fans and collectors, this line reimagines classic characters like Draculaura, Clawdeen Wolf, Frankie Stein, Lagoona Blue and Cleo De Nile in stunning monochrome style with signature pops of colour. Each doll features extra-long hair, iconic fashion details and their beloved pet sidekicks, all captured in a Behind The Screams look inspired by vintage black-and-white thrillers. Every ghoul also comes with an original movie poster in both doll-size and life-size versions, blending nostalgic charm with contemporary design. Meanwhile, the Monster High x Wednesday collection pays tribute to the television series with a line of collectible dolls. Fans can enjoy the ultimate creepy-cool characters with Monster High Wednesday Addams, Enid Sinclair and the all-new Bianca Barclay doll that re-imagines the character through a Monster High lens.

Polly Pocket is launching new sets ideal for collectors in 2025 and is steeped in movie magic with the new Elf, Wicked & Harry Potter compacts. Kidults can re-enact favourite scenes from the Elf movie with two micro dolls, five themed accessories and iconic interior locations. The Wicked x Polly Pocket collector compact features a signature emerald green exterior with gold details that celebrate the film. Meanwhile, the Harry Potter x Polly Pocket Compact is shaped like Hogwarts with glistening stars and four iconic Harry Potter locations from The Sorcerer's Stone.

Uno Show 'em No Mercy is Mattel’s most brutal Uno game yet. It has more cards with tougher penalties and new rules that will have players stacking, swapping and drawing more cards than ever before. Uno Teams brings family and friends together, still the classic game players know and love, but played in teams of two.

Inspired by Universal Pictures’ Wicked: For Good, the Elphaba Fashion Doll stuns in her spellbinding emerald gown and dramatic cape, complete with her iconic broom, hat, boots and a Grimmerie that opens and closes. By her side, the Glinda Fashion Doll sparkles in an organza gown with flutter shoulders, shimmering sleeves and her signature wand, tiara and heels.

The Minecraft Ultimate Movie Pack set is an instant collection with eight action figures, each with an accessory. All five of the film's stars are present. The Mini Mode Spawn Egg adds a surprise twist with animated mini figures hidden in each collectible egg. The life-size battle collectible Stone Sword & Pickaxe designs stay true to the unique, pixelated world of Minecraft. Fans can capture the thrill of playing out Minecraft scenarios in real life.

Mattel brings the WWE Superstars to life in 6” scale with the WWE Elite Collection Action Figures. Each figure features highly detailed TrueFX technology for life-like facial features. Collectors can recreate signature moves and dynamic poses with 25 points of articulation.

Pyramid International sales.support@pyramidinternational.com

For more than 30 years, Pyramid International has been a trusted partner in officially licensed merchandise, bringing the biggest names in film, TV and gaming to retailers worldwide. From cult classics to today’s most talked-about franchises, Pyramid continues to deliver products that connect with fans while creating strong sales opportunities in store.

Pyramid is bringing a host of new ranges to market. A new stationery line featuring erasable gel pens offers fun, practical appeal for students and office workers alike. Light Up Canvas art brings iconic imagery to life in a unique way, while accessories such as spinner keychains, projector keychains and torch keyclips offer great impulse buys for countertop displays and till points. In drinkware, Face Base Mugs put fan-favourite characters front and centre in bold, collectible designs, while the company’s 30oz tumblers combine eye-catching design with everyday functionality, tapping into the ongoing trend for largecapacity reusable cups.

These products are supported by a wide choice of retail and marketing solutions to suit every store size. From countertop units designed to drive impulse purchases to 60 capacity poster dumpbins and large floor-standing displays that create visual impact on the shop floor, as well as the option of Category Management, Pyramid helps retailers merchandise effectively and attract attention.

Alongside innovative product development, Pyramid also offers key trade advantages. The company’s UK print on demand service gives partners the flexibility to react quickly to trends, with locally produced posters, mugs and more. Pyramid is committed to reducing its environmental footprint through sustainable practices across its UK facilities, helping retailers meet their own green goals. With global distribution, dedicated service and an ever-expanding portfolio of officially licensed brands - the biggest in the industry - Pyramid makes it simple for retailers to deliver ranges that fans want and expect.

As Kidult culture continues to grow, Pyramid International remains at the forefront of the category. By combining an unmatched product catalogue with strong trade support and a commitment to sustainability, the company provides retailers with the tools to capture this thriving market and keep fans engaged with the stories, characters and worlds they love.

PMI

www.pmitoys.com | sales@pmitoys.com

PMI has established itself as one of the most dynamic players in the Kidult sector, consistently delivering products that are daring, distinctive and designed to capture attention. By combining nostalgia, humour and premium design, PMI offers collectibles that speak directly to the growing Kidult audience. Anime fandom is a cornerstone of the Kidult category, and PMI’s Naruto Shippuden range taps directly into this passion. The products merge nostalgia with inventive packaging, ensuring instant recognition for long-time fans. The range includes Infinite Tsukuyomi Capsules: A 1-pack blind capsule inspired by the final battle’s iconic scene. The Sharingan-like design doubles as a display platform and includes one exclusive figure, one accessory and an endless looping panel. Eight characters are available to collect.

Also part of the range is the Edo Tensei Capsules. Bringing fan-favourite reanimated characters back to life, this 1-pack blind capsule also serves as a display piece, whether open or closed. Each capsule contains one exclusive figure, a unique accessory and a four-colour leaflet. The line also includes collectible figures, erasers and stampers, ensuring wide-ranging appeal and collectability. This mix of innovation, storytelling and display functionality positions PMI’s Naruto Shippuden line as an essential for anime-loving kidults.

PMI has broken new ground in sports collectibles with its official UFC range. The debut Punching Bag Capsule brings fresh energy to the category, offering a mystery mini figure, accessory and octagon base in a blind capsule. Fans can connect the bases to recreate the full octagon as they collect, driving excitement and repeat purchases. The launch lineup featured 12 standout athletes, from Conor McGregor to Charles Oliveira, and was amplified by official UFC promotion and appearances from Bruce Buffer, Alexa Grasso and others on social media. With influencer unboxings and high-impact campaigns, the launch quickly gained viral traction.

Building on this success, PMI has expanded the collection with 4.5” articulated figures, Speed Bag Capsules and new waves of fighters. The range continues to grow, giving sports fans new opportunities to engage and build their personal UFC world. In the Kidult space, few brands embody irreverence quite like Fugglers. With their human-like teeth, vacant stares and signature ‘Butt-on hole’, these offbeat monsters have built a cult following. PMI has reimagined the property with high-quality plastic figures and expanded formats that push collectability further. Fuggler collectibles began with blind-box figures, keychains and farting editions that went viral. Series 2 added 46 new characters, plus crossovers with SpongeBob and Teenage Mutant Ninja Turtles. Series 3, launching in 2026, will feature golden editions and new formats, further cementing Fugglers as a flagship kidult brand with more collaborations on the way.

PMI’s ever-growing portfolio reflects its ability to anticipate trends and deliver products that resonate emotionally with Kidult consumers. Whether through anime, sports, or humour-driven collectibles, PMI continues to redefine what it means to collect as an adult, securing its role as a key driver of the Kidult market and a must-watch innovator in this space.

Hamee

www.hamee.com | chris.l@hamee.co.jp

With its expanding lineup of Squishy toys, Tech accessories and the cult-favourite Otamatone, Hamee considers itself perfectly aligned with what adult consumers are seeking: playful products that are as fun as they are expressive.

Squishy toys are no longer confined to children’s bedrooms. For adults, they serve as tactile stress relievers, quirky desk decorations and highly collectible items. The appeal lies in their combination of sensory comfort and aesthetic charm. Hamee’s Squishy range delivers on all counts, offering quality designs that feel satisfying to the touch while also looking great on display. In a market where plush and sensory products are among the categories showing consistent growth, Hamee’s Squishies offer both comfort and collectability. For Kidults, they represent a small indulgence that brightens the everyday, and for Hamee, they represent a scalable category with real staying power.

Today’s adult consumers want more from their gadgets. Beyond function, they are drawn to items that reflect their personality or spark conversation. Hamee’s range of Tech accessories taps into this demand by merging utility with playful design. Whether it’s a phone case that makes a statement or a clever gadget that doubles as a collectible, these products occupy the sweet spot between lifestyle accessory and toy. The Kidult market values individuality, and Hamee’s Tech lineup delivers just that: practical items infused with character and creativity.

The Otamatone is a quirky electronic musical instrument, shaped like a note with a face, that has developed a cult following far beyond its origins in Japan. Part toy, part instrument, part performance piece, the Otamatone has become a favourite of musicians, creators and fans looking for something unique. From casual users experimenting at home to influencers creating viral content, the Otamatone embodies everything the Kidult market loves: novelty, creativity and fun. Its wide range of versions, from standard models to deluxe and licensed collaborations, ensures broad appeal, making it one of Hamee’s most distinctive products.

With Squishy, Tech and Otamatone, Hamee is positioned to thrive in the Kidult space, combining innovation, strong design and a focus on community to provide products that don’t just participate in the Kidult movement but help define it.

Winning Moves

020 7298 9515 | www.winningmoves.co.uk sales@winningmoves.co.uk

Winning Moves has announced a curated offering of Kidult themed card and board game launches, ideal for family game nights this winter.

For Addams Family fans, there’s the new Wednesday Addams edition of Hasbro’s classic detective game Cluedo. It is ideal for two to six players and makes great entertainment for fans aged 12 and up. To enhance its Wednesday range further, Winning Moves has also launched Wednesday Top Trumps, with a set released in time to capitalise on the highly anticipated release of Wednesday Season Two.

Another eagerly awaited sequel comes in the form of animated action television series Blue Eye Samurai Season Two on Netflix. Due to the groundbreaking success of Season One, Winning Moves has created both a Monopoly and Top Trumps version to coincide with the new season launch. 2026 will introduce the second season of Marvel’s acclaimed animated series, X-Men ‘97. Fans can now collect and battle with their favourite mutants in X-Men ’97 Top Trumps, featuring iconic characters and powerful stats. For a deeper dive into the X-Men universe, the X-Men ’97 edition of Monopoly lets players buy, sell and trade locations from the animated series while navigating classic Monopoly gameplay with a mutant twist.

For fans of thrilling mysteries and supernatural suspense, Stranger Things Risk and Cluedo offer immersive adventures set in Hawkins, Indiana. Completing the lineup is Stranger Things Top Trumps Limited Editions, packed with iconic characters and eerie facts from the hit series.

One Piece Yahtzee is also launching soon, bringing the globally beloved anime and manga franchise to the classic dice game format.

With a wide range of card and board games to suit all ages, Winning Moves has an ideal offering for a winter of

family fun.

01903 765 496 | www.amerang.co.uk

Whether Kidults are hunting for die cast vehicles, intricate model kits, or officially licensed merchandise from their favourite TV shows, films and comics, Amerang has something for every collector, from casual fans to dedicated enthusiasts. The company represents such industry leaders as Sideshow, Hot Toys, Super7 and Doctor Collector. All these brands recognise the continuing growth in the Kidult market and have actively looked to expand their offerings into this area.

Super7, a brand known globally for its hugely popular ReAction range of 3¾ inch retro styled action figures, is now offering a new range of vinyl figures and plush characters. Fun!Fun! are 5” tall, 2-part vinyl figures stylised to be cute and charming and come packed in collectorfriendly, colourful window box packaging, with licences covering Peanuts, Godzilla and Sesame Street. Latest releases include Oscar the Grouch and Grover, both available throughout Q4 2025.

Super Duper Plush is designed with the Kidult collector in mind. These 8” plush figures are crafted from super soft fabric, with beautifully embroidered details and felt accents that bring each character to life. Super Duper Plush captures the perfect balance of nostalgia and charm, making them a great addition to any collection, with the first two waves offering cuddly characters from Godzilla and Sesame Street. Key Q4 releases include Elmo and Big Bird.

Another brand focusing on this growing area is Doctor Collector. Beyond a collectibles and merchandise company, Doctor Collector creates experiences. Born from a love of cinema and TV, the company’s mission is to bring fans closer to the worlds they admire. Doctor Collector specialises in officially licensed products inspired by the most iconic movies and TV Shows of all time, including Fallout, Back to the Future, Jaws, Knight Rider and How to Train Your Dragon. The company has designed a completely new concept that takes fandom to the next level: Collector’s Boxes.

The Doctor’s vision lives on in every box it creates. These collectibles are designed to make Kidults feel as though they’ve stepped through the screen and into the adventure itself. Each box is carefully curated with licensed treasures, replicas, props and documents that immerse consumers in the universe they love. When opened, the story unfolds in collectors’ hands. Doctor Collector’s latest release for Q4 2025 consists of How To Train Your Dragon - Hiccups Memories Collectors Box, and 10 movie-inspired items set to be a big hit.

Epoch Making Toys 0208 049 1377 | sales@epochmakingtoys.com

Sylvanian Families continues to see a rise in popularity and sales among kidults. Notably, the Baby Collectible Baby Blind Pack Assortment, which won Collectible Toy of the Year in January, is popular among adult toy collectors. Following the success of the Blooming Baby Friends series, the new Baby Builders series, which launched in July, has been met with equal enthusiasm. Featuring a cute and fun builder theme, there are eight baby characters to collect, including a secret baby figure. Each comes with a unique outfit and two accessories. In parallel, the collectible nature of the brand’s family sets remains popular among the kidult audience, with the Snow Leopard Family the latest to join the collection. Featuring fluffy white fur, long bushy tails and clothes that match their distinctive fur pattern, this is a perfect collector's item for winter. The fourfigure pack includes father, mother, standing baby and sitting baby, along with a baby snowmobile and baby skis.

Seasonal items are frequently on adult collectors’ wish lists, and new for the festive season is Baby Santa’s Christmas Tree House. The set comes with two babies, including the Snow Leopard Baby dressed as Santa Claus, a house made from a Christmas Tree with a hammock and cute festive toy accessories.

Sylvanian Families' new range of 40th anniversary sets is presented in beautifully designed 40th anniversary packaging, perfect for display and makes a wonderful gift for any fan. The Chocolate Rabbit Family Anniversary Set comes with 11 members of the iconic Chocolate Rabbit Family, dressed in charming, chocolate-themed outfits to mark the occasion. The Anniversary Friends Set: Freya and Theo, features Freya, the Chocolate Rabbit girl, and Theo, the Biscuit Bear boy, both dressed in their exclusive anniversary outfits. Freya wears a red dress decorated with a white lace design, while Theo sports his finest blue and white checked outfit, along with a smart blue bow tie.

Freya’s Birthday Celebration Strawberry Cake Dress set is a real showstopper, with Freya the Chocolate Rabbit in a decadent dress inspired by the quintessential tea party, with a strawberry cake design decorated with lace, frills and bows. Also available in the 40th anniversary range are the Dream Showtime Babies, Baby Starry Concert and Funny Monster Trio.

Cobi 07584 858 978 | l.crocker@cobitoys.co.uk

Cobi has officially surpassed the 1:12 scale German Tiger 131 released in September 2023 with the Tiger II King Tiger, based on the iconic tank at Bovington Tank Museum, becoming its biggest set ever.

When assembled, it weighs 12kg and measures 86cm x 29cm x 32.5cm, using 11,170 pieces. That alone would make for an impressive build and display piece, but the new 1:12 King Tiger takes it to another level with its intricate interior and exterior design, all-new pieces and brand-new functionalities.

The interior is detailed in every section of the tank, down to the rounds for the main gun, dials, switches and knobs, and even a detailed engine consisting of 550 bricks. The engine can be placed inside the tank or displayed on its own stand. Other key areas are the dedicated crew positions, fans and hatches. The exterior raises the bar for the accuracy of proportions and details that only a set of this size can provide. There are many all-new pieces, plus articulations and moving pieces never seen before in any of Cobi’s sets, including rotating wheels and tracks made of individual links and a suspension based on springs and reinforced axels made of ABS and fiberglass. This 1:300 scale edition of the Titanic model has undergone a complete facelift. New brick patterns have been introduced, significantly enhancing the detail and aesthetics of the construction. Consumers can build and discover the history of the legendary ocean liner in a unique scale. The 1:300 scale model consists of 3,260 pieces and is a gem for any collector. At an impressive length of over 90 cm, a height of 27 cm and width of 11cm, the set accurately reproduces the shape and body of the original ship. Each element has been designed with attention to detail, resulting in a realistic look. The model features numerous movable elements that add authenticity and allow for even greater interaction. These include propellers and the ship’s cranes.

From the instantly recognisable iconic Pop! vinyl figures to the tiny charm of Bitty Pop!, the thrill of Mystery Minis, and the fashion-forward creativity of Loungefly, Funko is at the forefront of the Kidult space by delivering a wide range of products that spark nostalgia whilst celebrating fandom. Funko will mark the arrival of Warner Bros.' brand-new television series It: Welcome to Derry with an all-new collection of Pop! figures featuring Pennywise in Funko’s signature Pop! style. This chilling line captures the suspense and terror at the heart of It: Welcome to Derry and celebrates the horror world. Available now, the collection has been designed to captivate horror fans and collectors, bringing the eerie world of It: Welcome to Derry to life in a new way.

Another highly anticipated addition, the all-new Funko Pop! Wicked: For Good line is a stunning collection that brings refreshed versions of beloved characters to life, including a beautifully reimagined Elphaba, a dazzling new Glinda and other fan-favourite Pop! figures from the now iconic musical from Universal Pictures. In addition to the Funko Pop! figures, a brand-new line of Loungefly merchandise will be introduced, featuring exquisitely designed bags, accessories and apparel that celebrate the magical world and unforgettable characters of Wicked: For Good.

Funko’s Bitty Pop! Holiday Advent Calendars also bring seasonal excitement to Kidult collectors and feature multiple surprise compartments filled with festive vinyl figures, display pieces, accessories and exclusive collectibles. Each calendar offers a unique countdown experience. Bitty Pop! Holiday Advent Calendars are available from the worlds of Disney and Marvel. Combining the charm of Bitty Pop! with seasonal appeal, these calendars are designed to drive holiday sales and delight fans of all ages.

Looking towards Christmas, key product focuses for Christmas include the recently launched Bitty Pop! Bitty Box Lilo’s Home, which is a hard acrylic display case modelled to resemble a Pop! box and opens to reveal iconic rooms from around Lilo’s Home. Seasonal Pop! Lilo & Stitch, Pop! Spiderman, Pop! Anime, Pop! Harry Potter and many more will also be key seasonal focuses for Funko.

Reinforcing Funko’s commitment to sporting fandoms, the recently launched Manchester City FC’s Pop! Erling Haaland, Barcelona FC’s Pop! Lamine Yamal, as well as Pop! Max Verstappen, will all be key releases in time for Christmas.

Mighty Jaxx

www.mightyjaxx.com

sales.europe@mightyjaxx.com

Mighty Jaxx has carved a significant niche in the global market through its innovative designs and collaborations with renowned artists and pop culture franchises. The company’s latest releases cover all of its main sub-brands with five new iconic blind boxes hitting stores in Q1 2026, each highlighting their distinct characteristics across different styles.

The Xxray series is known for its distinctive dissected aesthetic. Developed in collaboration with artist Jason Freeny, Xxray figures offer a unique perspective by revealing the internal anatomy of beloved characters, with a humorous or thought-provoking twist. The One Piece Egghead Arc Part 2 collection continues this tradition, bringing the iconic characters from Eiichiro Oda's globally acclaimed One Piece manga and anime into the Xxray universe. Following on from Egghead Arc Part 1, this series delves into the futuristic and enigmatic Egghead Island arc, bringing fans up to date with the latest anime storyline that introduces new allies, formidable adversaries and expands the lore of the One Piece world.

Kandy is a sub-brand that leans into a softer, more whimsical aesthetic, frequently collaborating with character-driven franchises. The Sanrio Earth Explorers collection exemplifies Kandy's approach, merging Sanrio characters with a theme of adventure and discovery. This series reimagines Hello Kitty, My Melody and Cinnamoroll through vibrant translucent designs. The Earth Explorers theme provides ample opportunity for creative character interpretations, making each figure a delightful addition to any collection.

The Azuma Makoto: My Melody & Kuromi Series collaboration marks a fascinating intersection between the refined artistry of renowned botanical artist Azuma Makoto and beloved Sanrio characters My Melody and Kuromi. Azuma Makoto is celebrated for his work with flowers and plants, often creating intricate and ephemeral installations that challenge traditional perceptions of nature. The My Melody & Kuromi Series promises a unique fusion of Makoto's organic sensibilities with the personalities of iconic Sanrio characters. Building on the huge success of last year’s Hello Kitty series, collectors can expect to see My Melody and Kuromi reimagined with floral or botanical elements, adorned with delicate blossoms integrated into miniature, living art pieces.

The Arcade sub-brand celebrates the rich history of video games, bringing iconic characters from classic and contemporary titles to life. The Street Fighter Series features fan-favourite characters such as Ryu, Ken, Chun-Li and Guile, rendered in dynamic pixelated poses that capture their signature moves and fighting styles. The Arcade series brings accuracy, ensuring that character designs, costumes and even subtle details reflect the in-game counterparts. Each figure comes with an accompanying lenticular card and moveable joystick, and tactile buttons.

Kwistal is characterised by a sleek, translucent or crystal-like aesthetic. Figures in this series play with light and transparency, giving them a distinct, almost ethereal quality. The Powerpuff Girls Battle Ready Series perfectly utilises the Kwistal aesthetic to bring the beloved Cartoon Network trio to life. This collection features the pint-sized superheroes in their iconic battle stances, with a translucent or crystal-like finish that emphasises their superpowered nature. The Battle Ready theme brings dynamic poses that convey their energy and strength, and feature glow-inthe-dark figures to lift the series even further.

Bandai

Bandai UK’s extensive hobby and collector portfolio, which includes stylised action figures, display collectibles and nostalgia-rich properties across a range of formats and prominent IPS, continues to drive demand among an ever-growing Kidult fanbase.

An industry leader in the collectibles category, McFarlane Toys’ range of high-quality figures focuses on a growing mix of iconic and contemporary franchises, including new additions Marvel Comics, TMNT and Mortal Kombat Klassics, joining its longstanding DC range of 5” and 7” action figures and collectible statues. Offering premium-quality static figures at affordable prices, Bandai’s Banpresto line showcases beloved characters from top anime series such as Dragon Ball, One Piece, Naruto, Jujutsu Kaisen, My Hero Academia, Demon Slayer and many more.

Based on the globally iconic Gundam IP, Bandai’s premier plastic model Gunpla kits continue to grow in popularity. Offering affordable, technical quality and a variety of grades and complexities to appeal to all skill levels of model-making, no glue or paints are required to build display-worthy merchandise.

Increasingly gaining market share, at the core of Bandai’s identity is its deep connection to some of the most beloved anime brands. Spanning both toy and collector ranges, Bandai brings UK manga and anime fans a wide variety of products - from dynamic action figures and miniature collectibles to plush characters, model kits and display statues. The Bandai Anime portfolio includes Banpresto, Anime Heroes, Bandai Hobby, Ichibankuji and the evergreen Dragon Ball, with which Bandai takes an always-on approach.

Bandai’s Gashapon Blind Bag series offers strong value at £5.99 and includes leading anime IPs such as Dragon Ball, Demon Slayer and Godzilla, with recent Kawaii launches from Chiikawa, Kirby and Sanrio. Bandai’s pocket-money collectible Shokugan range continues to expand, bringing more licences to the UK market, including anime fan favourites One Piece and Dragon Ball, Kawaii cuteness with Chiikawa, Rilakumma and Hamtaro, alongside introducing new waves for popular Kirby, Mario, Godzilla and Tenori Friends.

Tamagotchi is enjoying a strong resurgence among Millennials, cementing its status as a pop culture icon with retro-cool appeal for the nostalgia-driven Kidult market. As well as the brand’s original devices featuring the Gen One and Two programming and a multitude of shell designs, it has introduced fresh offerings, including Collectibles and, most recently, the Tamagotchi Paradise. Launched with much success, it features the first-ever zoom dial and allows users to breed and raise the most diverse range of pets ever.

Littlest Pet Shop continues to gain momentum as one of the category’s top-performing character-led properties. Now in its fourth series, the line boasts over 120 bobblin’ head pets, with more than 30 new additions. Alongside Blind Boxes, Pet Pairs and Surprise Plush, fresh innovations include Black Light Pets, which glow under UV light, and the Sweet & Stylish Collection - a sub-£10 range featuring a deluxe pet, nine accessories and collectible display-ready packaging.

P O W E R U P Y O U R I N N E R K I D U LT

P O W E R U P Y O U R I N N E R K I D U LT

P O W E R U P Y O U R I N N E R K I D U LT W

Kidult

Tiny Nightmares is the brand-new IP from Just Play that has been designed to delight fans of the horror genre, with its unique twist on collectibles that embraces iconic characters with ‘killer’ features. This range of 3” figures depicts horror movie characters from both classic and modern films from Universal and Warner Bros. Each blind box contains one highly detailed figurine with blood-red eyes which hold detailed reflections of their victim.

The first wave of six characters includes Halloween’s Michael Myers, M3gan and Chucky, with a second wave already confirmed for the collection.

Simba Smoby

01620 674 778 | sales@simbasmoby.com

The Jada Toys Street Fighter Deluxe Collector 6” Action Figures range has recently won gold in the Kidults Awards 2025. As demand booms, Simba has introduced Vega, Blanka and Sagat this autumn/winter, taking the total number of characters up to 15. Each figure has 25+ points of articulation and comes in creative, arcade-game-style boxes with alternate head, hands and power pose accessories. Series 5 and Series 6 characters are already waiting in the wings to ensure the future success of this collection.

The Scooby Doo Deluxe Collector Figures features 1:12 scale Shaggy Rogers, Mummy of Ankha and Creeper figures to collect in Series 1. Each features authentic styling, Jada’s renowned high level of detail, multiple points of articulation, pinless double joints, alternate hands and head sculpts, as well as an effect piece.

Simba Smoby’s new Majorette Collection Series offers iconic cars in 1:64 die cast form with high-end detailing, standout packaging and display features. Created for collectors, these premium cars boast incredible detail with rubber tyres, printed side mirrors and original wheel designs all authentic to each licensed car model. Showcased in a Perspex display case and integrated stand, fans can keep their models pristine while displaying their prized collection.

Wave 1 includes six iconic models spanning several decades of automotive history, including the 1955 Chevrolet Bel Air, 1965 Shelby GT350, 1975 Porsche 930 Turbo, 1985 Chevrolet Camaro, 1995 Honda NSX-R GT, and 2005 Chevrolet Corvette C6.R. With waves 2 and 3 ready for release, the pipeline for the range is strong and will have collectors coming back time and time again.

Tomy is embracing the growing Kidult trend with new and expanded collections that blend collectability, nostalgia and pop culture appeal. As demand for nostalgic and display-worthy items continuing to rise among adults, Tomy is perfectly positioned to capture this market through its carefully curated range of collectibles and plush.

The new Twinchees line has been designed to bring a fresh wave of excitement to the collectibles category. Standing at 2” tall, these blind bag figures draw inspiration from some of the most popular anime series, including Demon Slayer and Jujutsu Kaisen Lil Sleepers, as well as fan-favourite Hello Kitty & Friends. Available in limited-edition runs, the compact and highly detailed Twinchees figures tap into the collector mindset, offering Kidults the thrill of surprise and the satisfaction of completing a full set. With anime fandom continuing to expand globally, Twinchees caters directly to fans who love expressing their passion through displayable, small-scale art pieces.

For many Kidults, character plush provides comfort and nostalgia. Tomy’s Club Mocchi Mocchi range builds on this sentiment, introducing huggable plush inspired by beloved Japanese trends. The range, designed for ultimate softness and squeezability, includes instantly recognisable gaming characters from Super Mario, Sonic the Hedgehog and Kirby. These plush toys are not only collectible but also stylish enough for adult fans to display in their homes. The brand’s focus on texture, design and licensing ensures that each item resonates with fans seeking both quality and emotional connection.

Further expanding its plush portfolio, Tomy’s Warhammer range brings a new dimension to the world’s most popular miniature tabletop wargame. Officially licensed and authentically designed, the Warhammer plush collection appeals to devoted players and collectors alike. Each piece reflects the detail and craftsmanship associated with the Warhammer universe, helping Tomy attract a loyal audience of adult fans who enjoy combining soft collectibles with their existing hobby collections.

Tomy’s forward-thinking Tomy+ initiative underscores the company’s commitment to innovation in the Kidult space. Using crowdfunding platforms, Tomy+ enables fans to help bring unique, high-quality collectibles to life. Supporters can pledge to pre-order items, ensuring that only the most in-demand designs move into production. Four successful launches, including two for USS Enterprise, a Back to the Future DeLorean and K.I.T.T. from Knight Rider, were funded in just a matter of days. This direct-to-fan approach not only engages passionate communities but also ensures exclusivity, driving desirability among collectors who value rarity and originality.

By blending limited-edition collectability with emotional nostalgia, Tomy continues to evolve alongside its audience. From anime-inspired figures to gaming plush and fan-driven exclusives, the company’s diverse portfolio demonstrates its understanding of the modern Kidult collector – someone who values play, memory and artistry in equal measure.

MGA Entertainment

07488 335 251 | www.mgae.com

Kidult collectible brand MGA’s Miniverse has expanded its fan favourite ranges and licensed collaborations with Make It Mini Minecraft. Fans can build miniature replicas of iconic tools, food and more, all inspired by Minecraft gameplay. Each pack includes a collector’s guide to track which mini has been discovered, while the unboxing experience invites fans to ‘mine’ their materials by crushing blocks and digging through dirt to uncover components.

Every capsule doubles as a display stand, perfect for showcasing completed creations. With 12 minis to collect – from essential tools to tasty treats – there is a full blocky world waiting to be explored. Plus, saving all the resin bottles unlocks the chance to build a mini Nether Portal, adding another layer of collectability.

This year, MGA’s Miniverse has continued to expand its range for collectibles and franchise fans with recent launches such as Make It Mini Harry Potter: Back to Hogwarts and Make It Mini Hello Kitty and Friends Series 2.

L.O.L. Surprise! continues to delight fans worldwide with its bold, trendsetting launches, which appeal to children and the ever-growing audience of Kidult collectors. For autumn 2025, the brand has introduced new licensed partnerships, including the L.O.L. Surprise! Loves Powerpuff Girls range, which has exceeded expectations and sold out nationwide.

In partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP), the brand welcomed two new lines - L.O.L. Surprise! Loves The Powerpuff Girls Tots and L.O.L. Surprise! O.M.G. Loves The Powerpuff Girls Fashion Dolls. The all-new L.O.L. Surprise! Loves The Powerpuff Girls assortment includes three tots and three O.M.G. fashion dolls inspired by fan-favourite Powerpuff Girls characters: Blossom, Bubbles and Buttercup. Each doll comes with fashions and accessories inspired by each of the girls’ signature colours, blue, pink and green.

L.O.L Surprise! launched its L.O.L. Surprise! Loves Minions Tots in collaboration with Illumination and Universal Products & Experiences. Each tot sports fashions and accessories inspired by iconic looks from the popular Illumination’s Minions films, designed to match a fan-favourite Minion aesthetic.

The brand has also partnered with pop culture icon Care Bears for the launch of the colourful, all-new L.O.L Surprise! Loves Care Bears doll collection. This collaboration invites fans to unbox six new L.O.L. Surprise! Tots, each sporting fashions and accessories inspired by globally known and loved Care Bears characters. From Cheer Bear's rainbow belly badge to Grumpy Bear's iconic storm cloud, each ball is uniquely shaped like a Care Bear's face and comes with its distinctive sticker badge on the ear.

These new partnerships follow on from the partnership with Sanrio’s Hello Kitty and Friends. Earlier this year, L.O.L Surprise! launched its second series, the L.O.L. Surprise! Loves Hello Kitty and Friends Tots, which included eight limited edition tots to collect. Each character comes with sweet surprises and accessories inspired by the characters themselves.

Meccano

Since its creation in 1898, Meccano has captured the imagination of budding engineers around the world. Generation after generation, builders have learned the basics of mechanics, design and problemsolving, all while bringing their creative visions to life. In 2025, as the Kidult market surges and nostalgia-driven play continues to boom, Meccano is perfectly positioned to lead the charge in premium, purposeful construction play.

Addo Play is reimagining Meccano for the modern age while staying true to its roots, as the iconic brand is returning to shelves globally, inspiring a generation of adult fans who never stopped building. The brand’s comeback keeps everything that fans love: real metal parts, authentic tools and mechanical precision, while introducing new builds, simplified instructions and engaging content designed to appeal to both long-time enthusiasts and curious newcomers.

In just the past few months, Meccano has made waves, generating over 11m content views and a reach of 3.3m across social media. This is not just nostalgia driving engagement – Meccano’s new and modernised, user-friendly website (www.meccano.com) has become a digital home for fans old and new, featuring brand news, history and downloadable classic instruction manuals, ensuring Meccano’s legacy remains alive and buildable. Whether as a gift, a passion project, or a journey back to childhood, Meccano delivers a real-world engineering experience. Each set is a hands-on STEM playground, where imagination meets mechanics and every nut and bolt builds not just a model, but mastery, with real engineering, real mechanics and real tools.

There’s much more to come in 2026, with a brand refresh incoming, fresh new categories, licensing collaborations and innovative product launches all on the horizon.

The Lego Group

01753 495 000 | www.lego.com

As more adults rediscover the joy of play, The Lego Group is seeing rising demand for sets that mix creativity, nostalgia and display-worthy design. The brand’s growing line-up of intricate builds taps perfectly into the Kidult trend, appealing to fans who want something hands-on, thoughtful and beautifully made.

The Lego Icons Sherlock Holmes: Book Nook Set for Adults is a standout build that invites fans into the world of detective intrigue. Featuring details such as Sherlock Holmes’ study, complete with fireplace, clue board and violin, it’s a captivating display piece that adds a touch of mystery to any bookshelf or workspace.

The Lego Ideas Mineral Collection brings that same level of intricacy and mindfulness to the natural world. With detailed brick-built recreations of amethyst, quartz and fluorite, it’s a colourful and creative way to explore the beauty of natural minerals.

For those looking for a touch of nostalgia, the Lego Game Boy rebuilds one of gaming’s most recognisable icons, complete with interchangeable cartridge screens inspired by Super Mario Land and The Legend of Zelda. And for something calmer, the Lego Icons Bouquet of Roses offers a more meditative build, transforming everyday bricks into delicate petals and lush greenery.

With sets that span fandom, design and nostalgia, The Lego Group continues to lead the way in products that resonate with adult builders, proving that creativity and play never go out of style.

Wind Designs

01353 724 140 | sales@wind-designs.com

WS Game Company, a proud Hasbro licensee, has brought many of the world’s most-loved games to life in design-led editions that balance style and substance. At the centre of the range is the Vintage Bookshelf Collection, a 21-title library that has become a firm favourite with retailers and families. The series continues to grow, with each new release carefully considered to sit comfortably alongside the classics.

The collection can be used to dress a bookshelf lined with what look like classic novels – smart, fabric-bound volumes that complement any room’s décor. When the books are opened, there’s a well-made game inside; from the strategic depth of Chess to the mystery of Cluedo and the enduring pull of Monopoly, every title is built for repeat play while adding a refined design note to the room.

Practicality is built in: integrated storage trays make it simple to pack the games away after play. Retailers can present best-selling titles individually or encourage customers to build a collection; a spectrum of colour that reads as both entertainment and considered style.

Joining the collection this year are Guess Who?, Trouble and Risk, alongside longstanding favourites including Battleship, Boggle, Candy Land, Checkers & Backgammon, Connect 4, The Game of Life, Jenga, Mystery Date, Scattergories, Sorry!, Taboo, Trivial Pursuit and Yahtzee.

01282 775 778 | www.heathside.biz sales@heathside.biz

As momentum builds for Q4 gifting, Heathside’s toy division, Khadou, is rolling out a dynamic lineup of blind box collections designed to capitalise on the growing Kidult and collectables trend. With a sharp focus on inand-out activations and rolling campaigns, Khadou is driving excitement at retail through exclusive ranges, compelling IP and layered price points that encourage both entry-level purchases and aspirational collecting.

Headline launches this year include Upset Duck & Pitenaught, which will be kicking off with the Born This Way Series; Pouka Pouka & Lilith – distinctly styled ranges from an established Asian powerhouse. The range combines premium design with global fanbases to deliver instant credibility and repeat purchase power; Cimmy – a substantial range with wide-ranging appeal, offering multiple titles and styles that invite trading and collecting; and Cup Rabbits, a playful, colourful addition to the Khadou portfolio set to bring fresh collectability into the mix for 2025.

All of these ranges are already well-established hits in Asia, each with loyal fan communities and proven sell-through records. Through Khadou, they are now being introduced to European markets for the very first time, giving retailers exclusive access to product lines that have already demonstrated strong performance overseas.

At a lower price point, Khadou is also introducing impulse-friendly ranges, including Love You Ten Thousand, the Be Your BB Bears and the SLLO Flying Pig Series –all launching in time for Christmas and positioned under £10. These lines are designed to capture casual shoppers and drive high-volume repeat sales.

Looking ahead to Q1 2026, Khadou will expand the programme with cross-collaborations on major licensed properties, including Disney, Garfield and Care Bears. These special drops will be positioned as limited in-and-out promotions, creating urgency and maximising footfall at retail.

By blending established Asian blind box concepts with exclusive new-to-market ranges and upcoming global IP collaborations, Khadou is offering retailers a full-spectrum collectibles programme with built-in excitement, scarcity and repeat engagement. With everything from impulse lines to higher-end collectibles, Heathside’s blind box strategy ensures a powerful close to 2025 and a strong start to 2026.

07432 855 790 | www.ancory.co.uk abel@ancory.co.uk

Yolopark continues to redefine the world of collectible model kits and action figures with a bold new lineup that merges engineering precision with pop-culture power. Building on the success of its acclaimed Advanced Model Kits (AMK) and AMK Mini ranges, the brand now extends its reach into new territories and licences, solidifying its position as a global leader in high-quality collectibles.

Renowned among fans for its uncompromising attention to articulation, detail and build quality, Yolopark’s latest releases bring together legendary franchises under one unified vision. The range now spans from timeless heroes like Transformers and Evangelion to anime sensations such as Jujutsu Kaisen and Chainsaw Man, alongside new licences set to launch across EMEA in 2025.

Every Yolopark creation is designed for collectors who value craftsmanship as much as character. Each figure captures the essence of its on-screen counterpart, with dynamic poses, precision-engineered joints and meticulous surface detailing that make every display piece come alive. Whether it’s the mechanical might of Optimus Prime, the surreal energy of EVA Unit-01, or the fierce intensity of Gojo Satoru and Denji, Yolopark’s collections blur the line between art and engineering.

The AMK and AMK Mini series continue to offer versatility for collectors at every level, larger formats that command attention and compact builds that deliver the same technical excellence on a smaller scale. This dual approach makes the range accessible to both dedicated enthusiasts and newcomers alike.

As Yolopark expands further across the EMEA region, it does so with a clear mission: to bring premium design, accessible pricing and beloved pop-culture icons to a wider audience. With every new licence, Yolopark reinforces its reputation for creating collectibles that don’t just represent characters – they celebrate them.

Kandy Toys (KTL) has seen recent success with the Baby Three blind box plush, which is attracting attention from a hugely diverse range of retailers, all looking for something different and exciting. This range of collectibles is unlike other products currently on the market due to the wide assortment of features available. The range doesn’t just offer face decorations and expressions, but also dozens of different eyes, clothes and accessories, as well as interchangeable faces which allow further customising. With the Baby Three range, consumers are able to own something truly unique, and retailers can be assured they will come back for more. In addition, KTL has announced a distribution agreement with PMI for Fuggler blind boxes, a delightful addition to the world of collectible toys. These quirky figures, known for their unique blend of humour and charm, have been designed to captivate both seasoned collectors and newcomers alike. Each blind box contains a surprise Fuggler, encouraging fans to build their collection. The Fuggler line, featuring its signature ‘funny ugly’ aesthetic, promises to deliver not just collectibles but also a sense of community, and the Fuggler blind boxes are a perfect embodiment of that mission.

020 3598 5119 | www.jazwares.com

With a wave of new launches, Jazwares is growing its footprint in the adult collector space by transforming fan-favourite entertainment brands into toys, collectibles and lifestyle products.

In collaboration with Netflix, Jazwares is bringing fans the long-awaited Stranger Things collectible toy range. Arriving ahead of the fifth and final season, the range captures the essence of the Upside Down with a wide assortment of products. Highlights include fully articulated figures, play sets that recreate key moments, detailed environmental scenes and show-inspired vehicles, with even more to come. The lineup also offers plush in 4” and 8” sizes, 6” show-authentic Upside Down Collection figures and 2” Chibi-style collectibles inspired by iconic characters and scenes. The full collection is available now.

Jazwares’ Five Nights at Freddy’s range features collectible action figures, plush and play sets inspired by key characters and environments from the hit franchise. The line spans multiple scales and includes toys across figures, play environments and plush. Figures feature interactive elements inspired by the content, and all figures and plush have glow-in-the-dark eyes. These products look to be straight from Freddy Fazbear's Pizza, in market ahead of the second Five Nights at Freddy’s film, set for release in December.

Jazwares has announced a multi-year collaboration with Tokidoki, the Japanese-inspired lifestyle brand known for its bold aesthetic and cult-favourite characters, including Mermicorno, Donutella and Unicorno. Available now, the new line features a wide range of products, including figures and plush.

The Star Wars Micro Galaxy Squadron continues to deliver a highly detailed line of micro-scale vehicles spanning the entire Star Wars saga. The line offers authentic, scaled ships featuring incredible detail, articulated 1” micro figure accessories, and interactive action features that capture the spirit of the galaxy. With over 200 vehicles across multiple waves, the range has seen rapid sell-outs and strong collector demand. Designed for both display and immersive play, it captures the essence of the franchise in the palm of the hand. Autumn/winter 2025 brings fresh waves across all vehicle classes, with more to come in 2026 ahead of the new, highly anticipated theatrical release.

As global master toy rights holders, Jazwares has launched a new range of collectibles for Nickelodeon’s hit franchise, Avatar: The Last Airbender, inspired by the original animated series. The line appeals to both the original fans of the franchise, as well as the next generation, and is set for further expansion across figures, plush and environmental sets in 2026, ahead of the new theatrical release at the end of next year.

In a huge global category, Jazwares’ anime range, Total Anime, developed in partnership with Crunchyroll, has seen refreshed lines from Chainsaw Man, My Hero Academia, Jujutsu Kaisen and Spy x Family and Kaiju No. 8. Total Anime is designed for fans and collectors alike.

Fizz Creations

01903 327 006 sales@fizzcreations.com

Fizz Creations has long been at the forefront of the Kidult and retro gaming movement, bringing nostalgia-fuelled fun to a whole new generation of gamers. From its iconic Keyring Arcades to the multi-award-winning Arcade in a Tin, the company’s products make delightful gifts for anyone who loves to play. With prices ranging from £14.99 to £39.99, the range offers retailers a strong gifting proposition that taps into the continued demand for all things retro.

Fizz Creations is now expanding its gaming portfolio to include Wireless Plug & Play systems featuring some of the world’s most beloved gaming brands, including PacMan, Tetris, and Galaga. Launching this month, Tetris Duel is set to be a major highlight – a first-of-its-kind two-player battle, where players go head-to-head on the big screen using wireless joysticks shaped like iconic Tetriminos.

In 2026, the Fizz gaming universe will continue to grow with new formats such as Gaming Watches and Colour Handhelds, plus the addition of classic titles including Street Fighter II, Commando, Missile Command and Asteroids.

With global availability and strong brand recognition, Fizz Creations is a perfect partner for retailers looking to level up their gifting range and capitalise on the Kidult gaming craze.

9800 | sales@charactergroup.plc.uk

Paladone

01273 230 037 | www.paladone.com |

The Super Mario Galaxy Movie is set to be one of 2026’s summer blockbusters, and across Paladone’s Nintendo merchandise, the Fire Flower, Question Block, Shy Guy, Yoshi’s Egg and Super Star will be recreated amongst not only the popular Icon lights, but also in illuminated Digital Alarm Clock, table top and wall mountable formats.

The easily recognisable Question Block and Super Mushroom now also take pride of place within the multi-function SquishyGlo silicone light range. A robust variety of drinkware features the Princess Peach iridescent glass mug and the Super Mario embossed mug, plus an improved metal water bottle design that now includes a convenient carry loop. Alongside novel homeware products like superbly Shaped Snack Bowls and metallic coffee table coasters are items aimed at pocket-money budgets: enamel pin badges, pen toppers and PVC keyrings. Super Mario (and his friends) are available across all categories, price points and demographics in 2026.

Following on from award-winning success in 2023, Paladone’s wide range of new PlayStation Astro Bot products is perfectly positioned to meet the demands of retailers and gaming fans who are fascinated by Sony’s lovable mechanical mascot. In lighting, this cute character is represented across Icon light, Icon alarm clock, box light, table lamp and a wall-mountable LED neon. The Gamer Cup heads a strong drinkware offering augmented by two mugs (one embossed and one heat change) and a shaped water bottle. These are joined by the coin buddies money box, the 80cm (32”) wide desk mat, gadget decals and Paladone’s world-famous playing cards.

The internationally popular Kimmon brand, which sits at the intersection of toy and lifestyle, is available exclusively from Character Options in the UK. Known for its bold character design, trend-led aesthetic and collectible appeal, Kimmon has created a fandom reaching from Asia to North America, where its fusion of toy, fashion and pop culture has captured the imaginations of Gen Z consumers and collectors. The Kimmon range launches with several themes of collectible blind boxed plushies, bag clips and accessories to collect.

A hero theme for the brand is the Kimmon Mimon Mystery Plush. Each blind box holds one charming, poseable, anime-style plush doll, with removable outfits and ID card. Collectors and fans can use the keychain to attach their six-inch mystery plush to backpacks, handbags, keys and more. There’s also a whimsically styled Dreams of Wilderness Assortment inspired by the spirit of forests, animals and untamed landscapes, and a blindboxed collection of Mystery Cross-Body Plush Bags. Each plush transforms into a functional crossbody bag. Cute meets chaos in the new Rebel Bear collection. Consumers unbox each blind box for a unique reveal: a fierce anime-inspired doll with swappable outfits, bag accessory and a matching ID card. Designed with insane detail and crafted from luxe, ultra-soft fabrics, these fully poseable 7” doll rebels are made to stand out and feature six core characters and one exclusive rare.

This year, revamped episodes of Mighty Morphin Power Rangers aired on Netflix, bringing with them Playmates’ newest action figures, vehicles, collectibles and role-play items, exclusively distributed by Character in the UK and Ireland. Central to the mix are the Auto-Morphin’ Action Ranger Figures. With the press of a lever, fans can choose to display the figure’s face or mask. There are also five transforming Dinozord toys to collect which, combined, create the Megazord.

Character’s Stuntman Stu collection of breakable stunt vehicles conjures memories of Evel Knievel’s daredevil antics. Items in the range include the Race Ace Stunt Car – a multipiece plastic car with a cantilever ejection seat and poseable Stu figure – and the wind-up gyroscopic Nitro Boost Stunt Bike with figure and brick wall.